What are some good ways to 'advertise' a site that's about to be launched?

A friend requested that I ask the fluther about this one. I’m looking in particular for some suggestions on how to advertise a site he is hoping to launch in 1 or 2 months. It is basically a serialised novel he has written which he will be distributing for free online over a period of about 20 weeks. He was hoping you guys might have some awesome suggestions (like you always do) on some good ways to make the site ‘be known’.

P.S. I know there are a couple of similar questions already up but I thought I would ask again and hopefully get some more suggestions (I’ve already looked into some of the ones mentioned on older questions).

P.P.S. If I get some helpful answers I promise I’ll make him join fluther =P