Just to touch on one point:
That's so 1997 ;-)
I have to assume that since "great ads" is the only thing you mentioned, it's the only the you have.
If you want to run a successful affiliate program you have to decide right off the bat if affiliates are just going to be plopping banners and buttons all over their pages -- advertising your company -- or if they are going to be actively pre-selling your product and driving some fairly qualified traffic to the site.
What options do you have for affiliate integration? What kind of linking? Can affiliates pick and choose specific products -- the ones they are best able to promote -- and link directly to those pages?
Do you have a feed? Do you have a private label option? Can affiliates link their own cart into your site?
Sorry to be so critical but you really haven't trumpeted anything that a serious affiliate would be interested in. Great ads alone don't cut it in today's affilite market. A succesful affiliate sponsor gives affiliates the tools they need to be successful.
<added>Sorry, I missed the "coupon makers". Yeah, maybe for a freebie site, not for serious affiliates.</added>