Hi Leigh,
A few years ago a friend had a couple of wolfhound puppies stolen and another friend, Sally, and I tried to help her find them and publicise the theft (they were recovered).
At this time we could find no lists of the web for lost/stolen dogs and so decided to set up our own - persuaded our ISP to give us free space on the business section of their site and it went from there. (Subsequently we found Petsearch but at the time were looking specifically for dogs and did not think to look under pets)
We believe we were the first dedicated lost dog site and have kept it free of charge and totally uncommercial. Sally deals with the text and therefore does most of the work and I do the photos. Most magazines etc don't mention us because we have no commercial links - they like to be paid we found! We did get Our Dogs and Dog World and a lot of the breed note writers to mention us when we first set up but now we link with many dog wardens, Lurcher Search, PetsearchUk, Pet Dectectives etc etc
Take a look at
http://www.pavilion.co.uk/lostdogsuk/and let me know what you think - it is maybe not as user friendly as many of the sites around because of the lack of an internal search engine but I have not found one (free) that I can get to work reliably yet and so we stick with the lists.
Christine