Need advice on placing banners or affiliate links on website..

[PokerPaul]

Lets say you have a website which gets frequent hits. You do not have to do tons of advertisement to it, people just intuitively type it in. For example, if you owned the domain poker.com, you know people will just type it in to see what comes.

How would you go about making money off that?

More specifically, would you place straight advertising banners on the site and charge the vendors monthly fees? Alternatively, would you simply place your own affiliate banners on the site to party, empire, etc. and hope enough people signup through them to make it worthwhile?

I think poker.com used to charge something like $2500 per month for a banner on their frontpage, and if you can place even just 4 or 5 banners there, thats pretty good revenue.

So, all things being equal, what tends to make more $$ in the long run, affiliate banners or space rental banners.