As to getting staff to blanket libraries and bookstores, it is kind of hard when people think "marketing" is a dirty word.

For us, it was more a case of identifying people who could do this occasionally and getting a good geographic spread. We had two people who were responsible for shipping flyers to cons, and they did a very, very good job. But getting people to coordinate walking into libraries, etc., is tougher -- particularly in a spread-out geographical area.

It might be worth having a "paper day" where we turn it into a social occasion. Everybody gets a stack of flyers and a set of locations, then we meet for lunch afterward. Making the mundane fun makes people want to do it. :-)