I think an organiser should know their market and how to promote the club, first and foremost.
If you are paying a lot of money, then its in the organisers interests to promote.
Just what is the point of running a music venue, putting all the hard work in, if you sit back and don't promote like hell.

My methods of publicising are

Web sites
Forums
Local Newspapers
Local Radio
Posters
Diaries that are updated regularly so people can take away with them and even pass some on to other people.
Performers appearing on a particular night having it on their own websites.

All of the above doesn't guarantee people turning up, but I do know over time, that all of the methods above have brought additional people in.