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Noone can really answer how many new webmasters an add will get you, way to many factors.
However if you use all of your stickies, offer a refferal program and have good full sized webmaster banners so that the sig spammers can get in on the action, and lastly use your ability to hold contest (do not do post count ones).
Using that many tools that comes with the top banner advertising and have the proper ad material made (blue design studios for instance) with the right type of program and you will indeed get more affiliates than you can really muster.
Next issue is. Does your site make people want to actually promote it and is it worth while to do so. I.E. Does it look like it converts, and is the pay competitive. Oh and please make sure you have every tool you need for affiliates in place and tested before you launch or buy ads.
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