I think it depends on the newspaper too and what their target audience is. I know some sites that have had great traffic from posting in a popular college campus newspaper (not the school paper mind you but independant entertainment papers you find all over college campuses) College kids spend an incredible amount of time just surfing the net. Great for a site catering to that demographic.
That sounds like good advice. Try it out. A small percentage of your marketing budget should go to testing new markets anyhow. Before you advertise anywhere though you should know exactly what you want those visitors to do. Don't advertise because you think you should.