One way to do this, that the Chicago Tribune did, is to recreate your masthead with the Twitter names of writers instead of the actual reporters.
He also says to use the Twitter directories, and to use big ones like Twellow and Wefollow. Engaging the locals, he says Twellows feature TwellowHood is a great way to find the btw my words, not his . He suggests having a Tweetup and inviting top journalists or TV personalities and top referrers and bloggers. He also recommends taking a lot of pictures for longer promotional shelflife.