Does he have a site or just thinks of building it?
What kind of content?
if he has a site he probably knows the following, which makes unclear what exactly is he looking for.
2 routes
- affiliate system, invite others to promote your site.
- buy as many gallery spots, links, banners as you can on all the tgp/mgp sites in the same niche
combine =)
-=-=-
a definite plus is to get media talk about your site, such as howard stern, etc.
in reality make a great (unique/original) product and people will talk about it and come back.
Good Luck!