I do advertising for affiliate programs for a living and there are LOTS of free resources. Most directories are free to submit to although they wont get you many good affiliates. Several affiliate forums allow a free new program announcement. Most recruiters do email recruiting. I dont though cuz of SPAM concerns. But you can try email recruiting yourself for free, there are just lots of things you have to be really careful about.
My first suggestion is to create a 'landing page' for your affiliate program. This can be a one page website decribing the product or service you promote. A landing page can really help improve your chances of making good money on an affiliate because you can monitor traffic, you can create a links page, and it just looks more professional....
Well for every product you have to market and advertise the product well and surely that will cost you money but it will be a great investment if your program is worth it.
I suggest you.
Try advertising on forums like dnforum
Try running adwords , maybe you can get a project or a client from that.
Try advertising on newspapers, some friends and companies.
Here is a new option I recently started using. I would HIGHLY recommend submitting your program to the AffiliatePrograms.com directory NETWORK. You get listed in all 5 of their very high traffic directories, which also includes Affiliate Programs Directory, Affiliate Programs Guide and a couple others.
I have my 5 Star site listed there and get lots of good targeted traffic. One form and your program instantly gets listed on all 5 high traffic directories. Here's the affiliate program listing info page. http://info.affiliateprograms.com/
Well what i will do is to advertise the affiliate program in directories (affiliate directories) advertise on webmaster related websites, put it in my forum sig. and also are you talking about your web hosting affitiate program??? if it is your also advertising in a very popular and saturated market which is very hard to get affiliates since there are some companies offering $100 per sale.