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The ads just plain don't make any sense when trying to build a community based site. The draw, the stickiness, of such a site is the community, the membership base. Think of them as the equivalent of the galleries on a TGP, only interactive.
Until you've established a large enough membership base, sending traffic off to sponsor links is like shooting yourself in the foot.
Sit down and write up a detailed business plan. Making it up as you go is going to leave you running in circles going nowhere. The days of "build it and they will come" are long ago gone.
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