Hitting the Target
You will want to match the tastes and behaviors of your target audience with the strengths of the various high-tech and traditional marketing media.  For example, if your target audience is low tech, you may be better off with print advertising than web sites and E-mail.  On the other hand, a youthful, high-tech audience for a rapidly changing product demands a solution -- like the web or electronic announcements -- that can provide rapid time to market.  

Getting the Word Out
Thinking about the delivery mechanism also narrows the options.  If you have a brochure, how will you get it into the hands of your target audience?  At trade shows? At networking events?  In the mail?  The distribution mechanism should be considered when  you define the size and cost of the piece.

Some Examples
Speaking of cost, most businesses can attest to stacks of costly brochures gathering dust in a closet.  Putting the same information on a CD costs dramatically less and is much less costly to update.  Press kits, web sites, work samples and more are prime candidates for electronic media.

Fact sheets or product sheets are another low-cost alternative to traditional brochures.  An attractive and professional template -- printed on laser-compatible paper -- can be used to address many different product and service offerings.  Print them as you need them, allowing for updates to your capabilities or changes in address or phone information.