Well, don't forget the Facebook and Gov Palin technique. That seems to be driving them nuts. Talk radio is still evolving. I realize the radio audience is limited, but there are ways.
Thankfully the traditional media are experiencing a financial horror show, plus their subscription/viewership numbers are shrinking.
I think one way would be for both the national and state organizations to purchase cheap cable tv time and hit up the sheeple during the times they are consuming their comfort zone crap...reality shows, American idol, sports etc.
I don't mean just during campaign time, and I don't mean long boring spots. The need clever timeless ad campaigns with some humor, relatablilty and staying power.
I do think if they want the kind of exposure that the RATs get, they're going to have to pay for it.
There are other ways, you are so right to emphasize that. One thing I noticed is that The Anchoress is encouraging bloggers to get together and raise money for the DC scholarship fund, to get those kids who were dumped by Obama (and his refusal to extend vouchers) into decent schools. I thought that was an idea that might do a lot of kids some good, generate favorable publicity, and put the democrats on the defensive. (Of course, The Anchoress is only looking at it as a charity aspect, but the results would be what I posted.)