How to make money on a web2.0 site?

If you had a respectable web2.0 type site with average PR and reasonable traffic but a lot of it from places like south america, asia, eastern europe etc., what would you promote on it to maximize income? Besides adsense which proabably does make money but after reading hundreds of threads here on bhw in the last couple of weeks I suspect it is far from the best way. A factor to consider is that as a web2.0 site, it would have users and so there's a fine line between making money and driving the users away.