I can't view the link at the moment so I can't comment on it, but I saw a very impressive sales boost when I was promoting my work back in 2005 - 2006 in UK news outlets. It was slow to build but it kept working in my favour for years after.

For me, it was useful because the target audience for newspapers (adults) were the parents of the target audience for my book (upper-MG/lower-YA children and teens) and the parents would let their kids know my story and if I had signing coming up nearby.

I wonder if the effect would be as powerful these days. I like to hope so. Printed newspapers aren't as popular, but most newspapers crosspost their stories online.