Popbitch originally appointed w00t!media in 2006 before moving advertising sales in-house a year later.
The site, which consists of gossip, jokes, bizarre web links and pop facts, was founded eight years ago and now boasts 370,000 subscribers. It unveiled a new-look home page yesterday.
Camilla Wright, Popbitch founder, said: "Popbitch is delighted to have w00t! representing the site and newsletter to media agencies.
"It's rare to find people who have both the contacts and expertise to navigate the digital advertising market but also understand the sensibility of independent lo-fi web publishing.
Wright also said that Popbitch will be developing a strategic partnership with Andy Clerkson and Ed Needham at Grand Parade Publishing for some "special projects" in 2009.
Austen Kay, director of w00t!media, said: "We're extremely pleased to be working with Popbitch again. The new website will offer more integrated opportunities, and the newsletter is a massive cult phenomenon with a proven history of kick-starting word-of-mouth campaigns."
W00t!media's portfolio of underground digital publishers including Weebls-Stuff, b3ta, Newgrounds and the Daily Mash.
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