NEW YORK Next New Networks, a start-up digital media venture that has launched more than a dozen niche Web networks in the last year-plus, has installed former Magna Global Worldwide chairman and CEO Bill Cella on its advisory board.
Cella, who most recently formed his own ad sales consultancy (The Cella Group), will help bring that expertise to Next New, which has built a loyal audience for several of its vertical networks but is still in the midst of establishing its advertising base.
The company, founded by Viacom veterans Herb Scannell and Fred Seibert, has original Web programming catering to car enthusiasts, comic book lovers and independent movie producers, among other segments.
Cella, a longtime veteran of the media and advertising industries (he's held posts at Universal McCann and ABC), will look to help bring the company's ad sales offerings to the next level.
"Bill Cella's extensive advertising experience and deep negotiating background is going to be integral to the future of the Next New Networks advertising strategy," said Scannell.