Mass media are not effective for most narrowly focused sites. Use e-mail marketing, and targeted ads placed on the sites you know attract your kind of person. The selection of the right sites is the single most powerful step you can take to improve your performance. Naturally, I suggest you use a firm like MatchLogic to help you execute effective interactive marketing. We partner with others like your ad agency, media buyer, or in-house media buyer to orchestrate the best results possible.
Sites also can buy placements on larger web sites, like portals.
These include sponsorship boxes, link placements in content pages about your specialty area, and other newer forms of content integration, although these are for the larger appetites. E-mail lists are very effective. Sites find strong response from pushing e-mail campaigns to lists of consumers who are part of a defined group, like members of an association related to your industry. Results are highly measurable and you may find a perfectly defined list likely to include your kind of person. For example one customer, a California winery, launched an e-mail campaign to generate new members to its wine club.