Achieving Massive, & Fast Affiliate Action in Non IM Niche?

I know this question tends to get asked a lot here, but this is a rather different situation to most so any ideas, suggestions would be appreciated !

I am starting a new site in a non IM niche shortly which will be largely affiliate driven. Based on the knowledge I have in this industry I feel this is the best way to go.

None of my direct competitors are using affiliate programs to promote their sites so I know I can probably gain the upper hand quite quickly by using affiliates. However, I know once they see what I'm doing, they'll probably start their own affiliate program before to long.

I want to try & get the message out about the program quickly, & to as many potential affiliates as possible before my competitors have a chance to react.

There are a massive amount of sites on the net about the topic (largely free information sites/blogs/forums etc.), so the potential affiliate base is huge, but many of them wouldn't have even thought of monetising their site with affiliate links as there aren't too many affiliate programs on this topic.

This means they're not actively looking for money making opportunities in the usual places you might promote a program (affiliate directories etc.).

I need to find a way to get the message in front of as many site owners as possible...so far all I can think of is a series of press releases & maybe an affiliate contest with cash prizes. I will also be contacting some of the larger sites personally.

Any other ideas ?

Thanks

Rachel