One Web publisher doubled her traffic by spending two months (and a small amount of advertising money) working through all the sites in her niche in this way. Another got similar results by hiring and supervising a Net-savvy high school student.

Don't neglect offline ways to publicize your website. Send press releases and emails about interesting features on your site to print as well as online media in your niche. List your Web address wherever you also list yourself: business directories, professional associations, and chambers of commerce. Speak at trade shows or conventions.

Each member makes available slightly more ad space than they use themselves, with the exchange selling the excess inventory for a small fee to other advertisers. That's how the exchanges make enough money to cover their operating expenses. You can find listings for advertising exchanges by using your search engine and plugging in terms such as "banner exchange," "link exchange," or "advertising exchange." Exchanges are free to join and use, making them a risk-free and sensible way to go.