Messageboards, Forums and other affiliate networking sites are of course a great way to find new affiliates.
Also email and even in some cases phone calls to websites that you feel would be a good fit for your program. Not general spammy emails. Individually and personally crafted emails that explains what you like about their website and why you feel your affiliate program is a good fit for THEM.
Some people may disagree that emailing is a bad way to go, but I have found it to still be one of the most effective way of getting new affiliates.
You can of course use Adwords and spend $1.00 per click on the work "Affiliate program" but you will find a lot of the affiliate sign-ups from PPC advertising are very new to affiliate marketing and sometimes, not worth the $100.
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