You can either make one 404 page for your whole server, and have some affiate links on there... or you could use .htaccess to set specific 404 page for certain domains or directories to capture specific 404 traffic and send them to specific niche pages..
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<A HREF="http://www.webmastervault.com" TARGET=_blank>
More info, more resources, more cheese in the bank.
</A>
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