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Well i'm also new to this, but i believe they gain traffic by setting up an affiliate program (hope you know what that meas) basically it means that they generate traffic to you site, and when you have a sale, they will get an share of that sale. So lets say you offer a subscription to your site for 29.95, and you affiliate program stats that they will get 40% for every sale, you and him have sales.
You can make people aware of you porgram by posting on this board and start some sort of competition which will keep you post up high.
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