How to get paid for advertising on your site?

I am interested in starting an on-line website that makes money just off of advertising revenue, how do you attract companies that want to advertise on your website? Just a hint my target market is middle aged people.
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I`ve used both of those services and had some success. Once I built up some traffic, I`ve also started to recruit advertisers directly.
An alternative to advertising is to sell products via affiliate programs. Depending on your site content, this may or may not be a good option. I`ve been selling some products via Amazon associates for several years now.
(And then eventually, once site is large enough, I`d suggest trying to contact potential advertisors directly.)