One of the best ways to monetize your online media is to integrate it with your print to hold a contest. The formula works because contests invite "reader response" which advertisers see as "customer response."
Both print and web work extremely well as contest announcement vehicles but after that their different strengths separate. Contest entry processing is handled on the web--the print contest entry forms of old are fading away. But print remains the preferred announcement vehicle for winners. Calling all egomaniacs...when you win don't you want something you can hold in your hands and show your friends at a party or frame and put on your wall?. Tough to do if the winners are just posted on a website.
Integrated media is also a great way to involve advertisers. Typically to tap for the prizes. But in so doing something creating value that you can you can charge for, Heres how; people who enter a contest to win a prize are interested in owning that prize. Everyone registers but not everyone wins. After you give away the prize what you have left is database of people who still want the prize/product but don't own it. A dream database for any advertiser.
ON your next call consider if a contest might involve some of the advertisers you call on.
There are many ways to structure advertiser involvement into contests. Media Bistro has a great pile of them on them website, a link is below: