Article: 'Gossip' Hopes to Get Its Groove Back; The CW Tries Steamy Ads to Win Back Targeted Viewers.(News)(Gossip Girl's online video advertising and outdoor billboards)

Byline: Brian Steinberg

Advertising Age

What to do when you really need to get attention in a blogosphere world? Rely on sex and just a whiff of profanity, of course.

"Gossip Girl,'' despite lackluster ratings, is still the flagship program of The CW. As such, the fledgling broadcast network really needs to succeed in tempting viewers back to watch the first new episodes of the salacious teen drama since the writers strike.

Ads, online video promotions and outdoor billboards will feature Serena, Nate and other characters from the program locked in passionate embraces, with the text message "OMFG'' superimposed on top. The initials might stand for "oh my ...

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