By thinking creatively about how to incorporate ad messages, the relatively young CW TV network has built some street cred heading into its second year, reports The Wall Street Journal.

When it launched a year ago CW suffered from advertiser skittishness about its shows and potential reach. Advertisers have since been won over by the innovative ways in which the network breaks out of traditional advertising molds.

One example is CW's use of five-second commercial spots called "cwickies," which are sold in clusters. Cwickies appear between mini-shows that in turn appear during commercial breaks. The mini-shows themselves are built around sponsoring products. This sandwich results in an advertising-supported advertising model.

The CW has also created its own pop-culture magazine-style show called CW Now. Segments within the show are product-sponsored. On behalf of clients like Wal-Mart and Procter & Gamble, Publicis Group has already purchased all sponsorship spots available on CW Now for the coming season.

Advertisers are also attracted by the networks's series offerings, most of which are designed to appeal to the pre-teens, teens and young adults.