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By: Scott Donaton on May 05, 2003

Commentary by Scott Donaton Both the ad agency and magazine industries are being pruned now and, while the loss of jobs is unfortunate, the process...

Fifth Place Isn't Always the Worst Place to Be

By: Scott Donaton on July 30, 2007

There's never been a better time to be an also-ran. That's the thought that occurred as I read this story about the CW network's new "cwickies" ad format . It describes various innovations at the CW -- innovations of the kind broadcast's Big Four have resisted. What the piece also implies, but doesn't say directly, is that CW can do things its much-larger rivals can't because it has less to lose; it draws fewer viewers, and has fewer advertisers. But less to lose also means more to gain.