Smaller, targeted marketing campaigns will most likely be more effective as you can target your specific user segmentation that is interacting with the market.
When you compare this with for example an add in a newspaper, people are most likely to skip over these, even if it’s relevant to them.
As anything, marketing campaigns should benefit from Validated learning and B testing.
Reference
Fried, Jason, and David Heinemeier Hansson. Rework. 1st ed, Crown Business, 2010.
Highlights or timestamps
When you do strive for actual press coverage, go for niche rather than mass media. An article in a well-targeted small magazine or blog will create much more website traffic and sales than a story in a well-known newspaper. This also allows you to approach journalists with personalized calls or notes rather than with mass press releases.
— ^4bc2af from Rework