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EType, owned by Media Initiatives Group, has also won the deals to represent Teletextcars.co.uk and new site Neighbourhoodwatch.net.

Shiny Media is a European blogging network with 25 websites, including Bridalwave, Hippyshopper, PopJunkie, Scrumbag and Games Digest. It covers areas of fashion, technology, lifestyle and sport. The sites attract 2.5 million users each month, according to Shiny Media.

Rob Gay, managing director of eType, said: "Advertisers are always on the lookout for effective ways of targeting web-savvy users."

EType will be offering standard ad formats on the website, but also specific campaigns and sponsorships that complement each blog site's content and appeal to that particular demographic.

Shiny Media recently received $4.5m (£2.3m) worth of private investment from Brightstation Ventures.

Teletext Cars launched in April 2005 as a free-to-air classified advertising platform for franchised dealers, independent dealers and car supermarkets, across analogue and digital TV and online.

Neighhourboodwatch.net is a new site from the Home Office that offers details on issues such as local policing, how to find your local Neighbourhood Watch scheme and methods to create a site specific to your local group.

EType recently lost two major accounts. Last week, Media Week revealed that social networking site Bebo is to move its advertising out of eType and conduct its sales in-house, under the direction of Mark Charkin.

Prior to that, Media Week revealed that The Independent had taken its outsourced website sales out of the sales house and awarded the contract to its rival AdLink.