• by David Goetzl  @dgoetzl, September 11, 2008

As the CW has experienced some early-season success, the network has named a new top ad sales executive. Rob Tuck, who has been with the network since its 2006 launch, takes over as executive vice president of national sales.

Tuck has not only been with the CW from the beginning, but was also with one of its predecessor networks, the WB, since 1995, when the channel launched.

He replaces Bill Morningstar, who recently left to join Major League Baseball's fledgling cable channel. John Maatta, CW's chief operating officer, said Tuck "possesses the experience and pedigree to seamlessly take the reins and lead our sales force."

Tuck will head sales for CW's prime-time programming six nights a week, as well as the network's Web site. Under Morningstar, the CW sought to boost retention during ad breaks via offerings such as sponsored vignettes. This could result in a continuous story line developing over three breaks in a particular episode or be quick-hitting five-second spots.

Tuck had been executive vice president of sales and planning at CW before the promotion. Previously, he was senior vice president of national sales at the WB. WB and UPN merged to form CW in 2006.

The CW has had some auspicious results so far this season with the second season of "Gossip Girl" and the debut of "90210." The network, now without Friday-night wrestling, has made females ages 18 to 34 its principal target.