My dad has used Ameritrade for the past 7 years, and likes it. We both trade on the side.
Zecco.com offers a similar deal to WellsTrade, 10 free trades a month if your account balance is over $25K. The 25K minimum is a common cutoff because it qualifies the account holder to day trade.
My accounts are with Scottrade ($7/month unlimited shares), and Sogotrade ($3/month unlimited shares). I only trade online. Scottrade has better customer support for answering questions, things like wiring money in/out of accounts and changing beneficiaries. With Sogotrade I prepare to be held on their phone system.