So you must test. Test as many promotion methods as you can. This is hard. The editors demand interesting stories. To get ink, you need a twist.
Ink is gold.
If you have a great site, your visitors want to tell their friends about it. Make it easy for them and provide incentives to do so. Send email to invite the friend to your site. Include the name and email of the friend who referred you. These will be some of the best leads you generate.