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Advertising doesn't have to cost money. But you can sure make money with it. Websites like www.safe-audit.com pay money for ads to be on your site. www.thefreesite.com/ bannerservices.htm has a great list of advertisement exchanges, most of them free! To keep visitors coming to your site, you need to never stop advertising. Look for free deals wherever you can, but avoid having to put too many things on your site. A good way to advertise is to involve sites with your same topic in lists of links where they linkback at their site as well.
Who wants a page full of 40 advertisements?