MediaBuyerPlanner: With four months to go until The CW launches in September, the new network has met its goal of reaching 90 percent of the U.S., and is set to unveil its official logo and schedule during upfront presentations beginning May 18, Digital Producer writes.

While CW affiliates prepare to run their promotional and branding campaigns as early as June 1, John Maatta, The CW COO, said the network would utilize traditional and new media to promote the network. "We'll do everything to raise awareness - both traditional and radical marketing - that we can think of."

Station owners said that established programming will be a strong selling point for The CW. "When The WB started, we pushed the brand harder than the programming because we didn't have great programs," said Doug Gealy, president of ACME Communications, which owns seven future CW stations. "This time, we will promote the brand through the established programs."

Media buyers will stay flexible when considering The CW, according to the article. Mary Barnas - executive vp of local broadcast operations at media-buying firm Carat North America, advises her clients to continue buying time on future CW stations. "We'll adjust accordingly based on what programs come out at the upfront. We're used to readjusting," said Barnas. "It's been nerve-wracking for the account executives at the stations, though."