Banners and other sundries
Do you want banner ads on your site? Too many and you'll slow down your page. The best pages load quickly. Counters - a good way to measure the effectiveness of your site and your advertising is to look at where your visitors find you. Some counters can also track the path of visitors as they find their way round your site.

Use of Counters
Why have a counter? To let you know how many people are visiting your site? Well thats one reason, but there are many things a good counter can tell you. A good counter can tell you where people have found your site, what pages they visited, how long they stayed on pages, which page they left the site from, and many more things. All this sounds quite complicated, but its very easy to set up. One of the best counters can be found at Hitbox. There are a couple of small programs to help you. One automatically inserts the code into your pages, and the other allows you to look at your stats. You can look at your stats online, but its quite a fun program to use.

Newsgroups
Find out what newsgroups specialise in your subject. Read the groups regularly. Get a feel for them. Chances are that you'll already be a subscriber to most of the relevant ones - this is a topic you're interested in, after all.

Free publicity in newsgroups
Free publicity every time you post to newsgroups. Make it fit the standard guidelines. Less than 5 lines long and include the url and a brief sentence about the site. Tempt people, but keep it accurate. But don't advertise your site until its ready! Nothing is more off-putting than an Under Construction sign.