And if your audience is mainly or only in Google, then you either gotta BE in Google, or you have to replace or expand your topic to include people who don't just rely on Google.
We're in Google, often on the first page of the SERPs. We just need more #1 to #3 rankings, which we had pre-Panda.
For me, Facebook has been great, and some of my topics have managed to get easy press from local newspapers and television stations.
For our information site, which many readers use to research purchases, the two best sources of traffic are:
1) Search engines (not just Google, but Google obviously is the big kahuna, especially outside the U.S.), and...
2) Related sites, including hugely popular forums where moderators and members often link to us when answering other members' questions.
We've had quite a bit of press coverage over the years, but in my experience, referrals from newspaper stories, magazine articles, radio interviews, etc. attract the merely curious (as opposed to readers who are researching where to spend their money). For us, the value of press coverage has less to do with traffic than with credibility and links.
Right now I'm pouring everything I got into is giving my users a clear and strong reason to come BACK.
We get a lot of repeat traffic, but the nature of our topic means that readers don't have a reason to visit month after month, year after year. They do their planning or research, spend their money, and then go away until the next time they have a need for the kind of information that we offer.
For some topics and sites, content and search are natural bedfellows. We into that category.