If you want to display advertising, why not try context-sensitive ads such as Google AdSense, Yahoo Content Match, or the new upstart, Quigo? They tend to give much better rates of return than banners.
Another type of revenue generation would be to sell something though the site, such as an infoproduct (say a map of local businesses?), or your own promotional products (t-shirts, mugs, etc) that would in turn drive more traffic to your site.
Those are a couple of quick ideas; I'm sure there are lots more out there!
[Edit: JaneEllen, you beat me to it -- great minds think alike!]
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