How can businesses harness print advertising effectively?

I think that is dependent on the business/industry. I have seen lawn care companies get excellent results from mailers in different communities. I have also seen Industrial B2B companies do well advertising in industry magazines. Retailers are good at putting up displays in their stores to encourage sales of different products or impulse buys. I don't think print is dead, if you can get media in front of someone online or off it is useful. My biggest complaint with print is there isn't a meaningful way to quantify or attribute ROI.