Print ads will appear in trade publications. Ad copy touts the Web site's affluent readership, claiming 49% of its readers have household incomes of more than $75,000.
The site was ranked as the No. 3 newspaper site in February based on its 5 million unique visitors, according to Nielsen/NetRatings.
Direct mail, e-mail and event marketing also support the effort. Spending was not disclosed.
Washington agencies Fahey/Davidson handled creative, and Adworks coordinated media buying and planning.