advertise, if you have a solid local paper of some sort use that as its one of the only media people will specifically get for ads.....for small businesses with the prevalence of DVRs and TiVo, TV advertising is often a waste of money for the return you get.....radio depends heavily on the area and whether the customers your looking for listen to the specific station....billboards are a complete waste unless your a chain restaurant, hotel or tourist place....
may sound like a bit of a crock since i am a newspaper owner but for biggest bang for your buck newspapers are about the best place to spend advertising dollars followed by radio as a distant second(how distant depends on individual communities)....
