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Tristan Boyd
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The short answer is “as much as you can get ” :-)

I would start by checking our some similar sites to yours. When I say similar, I mean sites that are providing a similar information service to a different industry. (Unless you can find some in your own industry, which would obviously be great too.)

Check out their advertising packages, find out how much traffic they have, and you might even find advertisers who might also like advertise on your site.

Your site looks like a good source of information, but I would also look at getting a professional designer to give it a once over. You seem to have written the code quite well, so it would not be too hard to implement some basic changes and jazz it up a bit.

I have to say though, for a “do it yourself” job, it’s extremely thorough. I’m impressed.