As a small business owner, don't ever settle to get only what you paid for out of your marketing. You should be getting way more for your money!
Of course, most businesses only get what they pay for when it comes to their marketing. They will forever stay in the bottom 98% of normal companies. If you want your company to be great, you must take it to the next level.
If you advertise in a magazine, make hundreds of copies. Include reprints in your marketing material "As Seen in Time Magazine". Put a copy on your website, tell everyone you know.
The credibility of the magazine will automatically be transferred to to your business by the customer.
Of course it's not necessary to do this. If you want your business to remain normal, simply keep doing what everyone else is doing. Pay for marketing and only get what you pay for.