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I picked #3: online forums, blogs, message boards. I follow a lot of SF/F bloggers through various media: blogs, podcasts, Twitter, etc. If they mention a book several times (even just name dropping it, not necessarily an all-out indepth review), I'll check it out myself. Perhaps it's not a surprise that I'm a book blogger too.
My second source probably would be through friends, but meat-life friends don't read as voraciously as the people I know online, so my recommendations from them tend to be older SF/F classics rather than new releases. In many cases, my friends just confirm that I should check out the classic books that these online SF/F personalities have already mentioned (I read 5 different posts discussing Gormenghast, it was mentioned on Twitter several times, and it's name-dropped weekly by a friend. Huge sign I should read it).
Unfortunately, trad publications are pretty dead to me. I respect a lot of genre trad media, but I see them as "a bigger blog" rather than an end-all-be-all source of authority. I subscribe to zero print media, they all just go straight to the recycling box anyway. I read a lot of media, but it's all online-based, and unless it has a strong online presence--I'm not aware of it.
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