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Pat revisits advertising. He starts by describing different formats like horizontal, vertical, square banners or text ads ... when an how to use ... put them where the fit into your web page without distracting from your main content ...
Concerning selling your advertisement space Pat explains that you should provide click reports with click-through rates. Provide discounts for long-time customers, don't forget to make contracts - like before Pat suggests to browse the internet for suitable contracts ... but please prefer your local legal counsel instead! ... and you might want to checkout your customers before accepting any advertisement blindly.
Back to pricing, go get an idea on how much you might be able to charge, browse around in Google Adwords (Pat suggests to use a not-anymore-available tool ... but Google has now different ones ...) and multiply the numbers there by your click-through rates ... finally you will not get more than your customers are willing to pay, but you might get an idea of what is possible ...
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