CW is the hot network?

Believe it or not, that's what media planners and advertisers are saying, based on the good buzz of several new shows. Among them: "Gossip Girl," the story of privileged NYC teens as seen through the eyes of a blogger (there will be interactive "Gossip Girl" digital billboards in NY and L.A.). Of course, fifth-place CW does not operate like the major networks, which is to say that it must come up with unorthodox advertising and marketing schemes. That includes "content wraps," in which commercial breaks feature mini shows built around products, and, beginning in September, five-second commercials called "cwickies." From the WSJ:

The network has also gained the attention of media buyers for a new pop-culture-focused magazine series called "CW Now." The half-hour show will have no commercial breaks, but will instead ask advertisers to sponsor segments. Publicis Group's MediaVest, which places ads for such companies as Procter & Gamble and Wal-Mart, has already snapped up all the available sponsorships for the coming season. A segment on the fashion industry, for example, might incorporate higher-end clothing brands that Wal-Mart is now stocking.

It should be noted that CW's ratings are miniscule. Among adults age 18 to 34, CW's season average trailed fourth-rated NBC by 40 percent.