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I used Adwords to start, then I added an affiliate program, now I am #2 in MSN and #10 in Yahoo (Google cocksuckers still won't list me for some reason) and doing ok. Most of my sales come from free traffic, some from Adwords and some from affiliates.
I don't know how well offline advertising works, but I've read it doesn't do too well unless you have some serious coin to brand your name like Expedia.
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