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NEW YORK — CBS sales president Joe Abruzzese’s decision to join Discovery Networks as president of ad sales last week was hailed by media buyers as historic and a boost to cable. They predicted the veteran seller’s penchant for cross-platform deals at CBS will be seen in his new post.
Abruzzese, who spent 22 years at CBS, is the first acting broadcast network sales chief to go straight to cable sales. He was lured by Discovery president Billy Campbell, who wants to stem declining household ratings and win back upscale audiences.
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