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It depends on what you want.
If you want visitors to your site and hope they click one of your ads so you can make money. Go with PPC
If you want certain people to buy a service or product. Go with Relevant High Traffic Sites.
If you look at high volume sites, you will notice they really are getting away from PPC companies. Large companies seem to be getting away from using ppc also. Like everybody else, they are tired of paying a lot and getting little in return.
Need a good example? Overstock.com stopped 90% of their advertising last year on the net. They felt TV did a better job for the buck.
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