Similarly, radio and TV stations will call because they prefer to have you show or tell about your news. Then it's easier to track where and when the story appeared. One Sunday morning my 800-number began receiving an onslaught of what turned out to be 200 phone calls from the area surrounding Dallas. Don't assume you've failed if you just don't hear anything. One client of mine experienced utter silence about her press release for eight months, then received a full-length photo feature in the Boston Herald.
Many public libraries carry one or more of the following, which contain media contact information.
In addition, there are regional directories, such as one for Southern California or New England media. Ask your reference librarian. Bacon's Newspaper-Magazine Directory. Broadcasting and Cable Yearbook. Editor and Publisher International Yearbook.