A copy-&-paste from one of my posts back in 2018:
"For a website that runs on advertising, the people behind AB seem to be remarkably poor at advertising.
If they put up a prize of, say, a hundred quid in a simple competition (open to all registered members) and then sent out a press release about it to the editors of Computer Active, Web User, Computer Shopper, PC Pro, Mac Format and Linux Format, including some blurb about what the site's all about, they'd get far more than a hundred quid's worth of advertising from it.
That would get lots of new people joining the site. (Obviously, some would only join to enter the competition but at least some would probably hang around to ask and answer questions).
[Actually, now I've thought more about the idea, the press release could actually be sent out to a far broader spectrum of magazine editors, including, for example, Compers News]"