Does anyone know a good way to promote an Affiliate Program?

We have just finished building one and whilst I have one high volume website who is going to take on the program I want to find some other channels.

I am wondering if there is a directory service where many of the affiliate programs are registered? although I assume that there are lots around, so it will be difficult to stand out from the crowd.

Does anyone have any tips or tricks?

Simon

National Business Innovation Centres
http://www.innovationcentres.co.uk/index.php?page=franchiseandaffiliateopportunities