Honesty is a must, but what's as important is establishing yourself as an authority. People are looking for answers when they read reviews, so my honest opinion won't matter if there's no facts supporting them.
Also, it doesn't hurt to dig up some information no other review site mentions. For example, I know a girl from We Live Together loves the Atlana Braves and just removed her nose piercing. Mentioning obscure facts like that tells surfers I've been inside a site and not rehashing what every other review site has already said.
In terms of contacting paysite owners, ICQ/email both work fine. One rule of thumb here is to go for sites that you're interested in and that are under the radar, instead of going for popular sites that might convert but don't get your juices flowing. Writing alot of reviews is hard work, and to maintain your enthusiasm, it helps to review sites you dig.
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Success is going from failure to failure without a loss of enthusiasm.
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