First and foremost (at least, in a perfect world): are the sites good? Do I feel good about recommending them? Because that's what we do, whether we build a free site or gallery or put up a link - we're making a recommendation. As my link list grows, it becomes more important to me to list sites that I actually think are worth the money. That's largely subjective, and I try to take that under consideration - but ultimately, if I feel a program is offering crap sites, I won't promote them.
All else being equal, how easy does a program make it for me to promote their sites? I don't need nine billion hosted galleries or free sites; I'd rather have a few dozen with titles and descriptions.
A hundred 468x60 banners are as good as useless - and it doesn't matter how many banners you have or what size they are; if they all have "ENTER HERE" as text, I can't use them on free sites. (At least not on the index page - please, use "Click Here" or ANYTHING other than "ENTER". )
I could go on and on and on, and I would end up sounding like a lazy, whiny brat. Which I may be...
Anyway: with unique or very high quality sites, I'll expend extra effort toward promotion, and sponsor provided materials are secondary in importance. But if the site is one in a hundred - or a thousand, or more - fighting for the same traffic, the more and better promotional materials I get for free, the better.
I've said this before and I'll say it again: The single most important and valuable thing you can provide me with is a simple, concise, honest description of what exactly your pay site provides for members. This should be the first thing you put on paper before you launch your site, so it should be a no-brainer.
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