As others have said, mainly through the magazine Nintendo Power. They also had help lines – I bet they’d give you cheat codes through there.
The thing about cheat codes is that they weren’t “easter eggs.” They were meant to be given out. That has two benefits. One is selling magazines for additional revenue. The other is generating interest in the game. If you give someone a cheat code, it can make them want to get the game to use it!
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