ClickZ : Finding Advertisers for Your Publication
Finding advertisers and sponsors ain't easy.

Think about it. Most of the ad money being
spent these days -- at least the online ad
money being tracked -- is going through interactive agencies
or divisions of ad agencies.

The decisions are being made by media buyers, planners, and
directors who have game plans that you're not privy to,
budgets that you cannot know, rules that you'll find out
about when you break them, and clients whom they would
prefer you never contact.