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I heard an idea once that I thought was pretty cool for off-line marketing, and it went a little something like this:
First, you'd make a fake $1,000,000 bill that looked kind of real, but had your website's address on the reverse in place of the regular U.S. dollar stuff.
So you'd get a bunch of these things printed up and fold them up all nice and accordion like so that all you can really see is the green and the fact that it looks like a dollar.
Now, go to your local mall, and drop these things on the ground around the place. Hopefully someone will pick it up, stick it in their pocket, and visit it later that day.
Sure, not exactly targeted. But it is offline, and it is interesting. It could work depending on what stores you dropped it in and what the site was that you were promoting.
As far as newspaper/billboards go, I would say that if you have something that pertains to your local area, you might want to go for it. Otherwise, you'll only be paying for untargeted traffic that probably won't convert.
P.S. Not my idea, just something I read once.
Good luck!
-Nick
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