[eddmc]

I totally agree with this last point. I help run a small sailing website. We have no ads on our site, but we send out regular email newsletters that contain ads. These ads more than pay for the site itself, and we can easily switch advertisers between the newsletters. It's been a lot easier than I thought to target advertisers, because we have a load of data on how many people have subscribed and click-through rates etc. We typically sell the adverts in blocks of 3 or 6 months, where we send out 2 newsletters per month.

The most clicked-on links in that email newsletter is a list of the recent posts made to the classified section on our website. It's free to post an advert up on the classified section of something you're trying to sell, but you need to be a member of the site to do that. The newsletter acts as a reminder - so people can regularly see what's been recently posted, as they probably haven't visited that part of the website recently.