If you're doing direct sales, I recommend leading with your unique visitor and subscriber counts rather than pageviews. Unless you're seeing > 70,000 pageviews a month you're unlikely to get the attention of Tribal Fusion or similar networks.<p>Then you can say "My site reaches 10,000 {doctors, practice managers, programmers} a month. Buy an ad, and they'll all see it sometime."<p>To this end, one of my clients of mine sells 120x240 spots in her sidebar for $250/month, and sells them out consistently (3 spots). All sites are different, but perhaps that can be useful as a starting point.<p>Another good tip I learned from a client, for finding advertisers: go to all your competitors sites/magazines/etc, and see who is advertising. Then call those advertisers on the phone. These folks are already geared to do media buys, see the value in it, etc. Should be relatively easy to get them to try you out too.