You surely find studies about media usage in demographic terms, where you find which kind of media is used by your target group. It depends also on what you want to sell.
What kind of exposure do you need? Do you sell locally, regionally or nationwide? Do you need to advertise or is it better to reach out directly, e.g. building a chain of value added resellers in your target group? Is advertising better than promotion?
Find some data about website audience to check out, which pages are used by your customers. Call for media data from the newspapers.
There is so much sources you can get information to assamble and optimize your marketing strategy before deciding to advertise!