I think viewer quality (targeted shoppers) is always important when deciding where to advertise, whether it be online or offline.
If you are doing an event and it's for country music, you probably don't need to advertise your urban/hip hop clothing line
If you sell music related t-shirts, rolling stone magazine might be a better choice of offline magazine advertising rather than popular mechanics
In my opinion,you should always have your target customer in mind before you start spending any advertising dollars.