I've started to pull in a decent amount of commission through my reviews site at www.jawaddington.co.uk/uktheatrereviews/index.htm. Sorry for the shameless plug!
I write the theatre reviews for my local BBC site (free stalls tickets and interval drinks but no pay), and post them to my own site in order to get extra exposure. For each play I review, I add links to relevant scripts, books, CDs, DVDs and videos. Everything I link to has a direct relvance to the play I'm reviewing.
I use the Amazon UK affiliate scheme mainly (for scripts, books, CDs, DVDs and videos), plus also Commission Junction for eBay UK (you can 'deep link' so it searches for something like 'Joseph Musical' when someone clicks). I've tried Lastminute.com for West End tickets and a few others, but not made a bean. People trust Amazon, and love the idea of eBay. The rest they're not sure about, and generally won't spend money with them.
Basically, you need good content to make any money. Don't just expect to slam up some banners and watch the money to start rolling in. It's hard work making any money at all, although you don't necessarily need thousands of visitors if you're catering to a specialist audience (such as theatre lovers).
If your society or group has a good site that's updated regularly, and contains detailed information about past and future productions, you could do something similar to what I do.
TIPS: Get registered with Google. Most of my traffic comes from people searching for productions - especially the musicals 'JOSEPH' AND 'FAME'. I find Joseph merchandise is extremely popular - every month people use my links to order DVDs and soundtracks through Amazon. Try to find related books to link to - if someone clicks and buys a book immediately you get 15% commission from Amazon.
If you're lucky, you could maybe maybe ?100 a year for your society, but it will involve lots of extra work for you, The Webmaster. I've been running UK Theatre Reviews since May last year and until Christmas was barely making ?20 a quarter from Amazon. Of course, as the number of reviews increases, so should my revenue. But I don't expect to get rich off it.
If anyone wants any further advice, feel free to email me.
Alex Waddington (wadsterboy@hotmail.com)
The Arcadia Players
http://www.communigate.co.uk/brad/arcadiaplayers