EJ -
True, you are in a unique situation with your business - so in your case marketing to surfers would be just as effective as marketing to webmasters. Unfortunately that's not so for most companies and sites.
For information on the various Klixxx properties, readership and ad rates/specs you can visit
http://www.klixxxpublishing.com
Hope this helps - drop me an email or ICQ if you have any additional questions about advertising.