If by free advertising you mean providing information to your users of where they can find a friendly, professional bike shop with a little more to it then run of the mill. Then surely the benefits are mutual.
I aint in this for the money, I do it because I love bikes and have a passion for the industry and sport.
My young family needs a roof and food so why not do something I love and hope that people support it as long as I have been supporting the industry.
Good on you mate, I'd much rather support people like you than pump money into the ChainReaction/Wiggle/etc machine. Its such a shame that some people value 'discount' over a friendly, passionate LBS like it sounds like you're trying to provide. I wish you the very best success in your new venture and will certainly pop in and buy something if I'm ever in the area! I wish there were more people brave enough to do what you're doing!
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Bontrager Road Lite - Size M or L