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If I may ask what kind of software is this that you are thinking about offering. I am going through this dilemma now. I have in the past used a few areas that were very successful for advertising. The areas were

Search Engines: These are great but you have to learn the tricks to keeping and getting your site listed into the top 10 to 20. Otherwise you just get lost in the links-o-garbage

News Groups: Posting messages to newsgroups that are related to you product is good. IE Volunteer topics for volunteer software

Mailing Lists: Posting questions to mailing list with a good email signature can give good marketing. If your signature line is attractive to users they will generally be curious and visit. Also with this method you don't have to worry about being on topic as long as your question or answer is.

Download.com: This was one of the best places. I posted some software their and it has contributed to 95% of my traffic.

Hope this helps with the work you are doing. Let me know about the software that you are building. I may be interested in something like this since I am working on a new web site and company idea.

Sincerely,
Stephen Paulin
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