As you and other members of your staff cruise the World Wide Web, keep an eye out for sites that are particularly relevant to your mission because they are similar or complimentary to yours. For other sites that are particularly relevant, design a small banner ad for your site and offer to trade banner ads with them. The World Wide Web is filled with newsgroups that range in topic from the mundane to the exotic. Find appropriate newsgroups and regularly post a brief notice to those groups with information about your business or organization and a link to your site. A posting to a newsgroup is very simple, it is usually nothing more than sending an email to a specific address.
Advertising can be in another form of media or on a Website that is relevant and popular.
Include a page on your site that has news from a local newspaper in exchange for advertising or a column in their publication. Your help for an association could mean that you create opportunities for people to see your Web address and pay a visit. In all cases, be sure that your news is news where appropriate and opinion where appropriate and do not try to sell your opinion as news or news as opinion. Few things will hurt the credibility of your organization more than to be perceived as unreliable when it comes to providing this kind of content. These awards are hyperlinked to their own sites to encourage more visitors.