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Web Resources
The advantage to a program is that you have to do a lot less work. However, whoever is running the program is the one who has final control over who can advertise on your site. Not only that, but they take a big cut of the profits that way. If an advertiser paid $0.50 when someone clicks on their ad, you might end up with $0.05 of that.
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Online, you can start hanging out in forums potential advertisers would hang out in as well. Be sure to actually contribute valid content to the forums (not just fluff), and then after you have more of a feel for who knows what they're talking about, start asking away
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