Jason Cohen, a very successful serial entrepreneur and the founder of WP Engine, says they used offline ads (print magazine included) successfully to promote their A Smart Bear software. Here's the exact quotation from Traction:
"I bet you a lot of your competition will refuse to even try these channels. And if that's true, that's even more reason to go try those channels! It can almost be a competitive advantage if you can acquire customers in channels that others cannot or refuse to try. That's more interesting than duking it out on Adwords in positions one to three"