The well-funded and female-skewing entertainment publisher Wetpaint is ramping up its focus on video via a recent partnership with media company Alloy Marketing.

Under the deal, Alloy will handle online ad sales for Wetpaint’s Web properties. The partners have already brought national advertiser Stride Gum to the table, said Ben Elowitz, CEO of Wetpaint, in an interview with Beet.TV.

“They know how to position a property with advertisers,” Elowitz said. The deal also lets Wetpaint focus on audience and content development, and video figures into that mix, he said. Show recaps, original videos and third-party videos are all part of the video programming lineup. generates more than two million visitors per month. Wetpaint focuses on growing its audience via social channels. The site’s editors regularly trawl the Web to see which entertainment topics are generating the most buzz in social and online forums. That helps the site to deliver the most timely and topical content. The company has more than 900,000 Facebook fans. In addition, Wetpaint has raised $40 million in venture funding.

Daisy Whitney