Name: Joseph Abruzzese
Title: President, Advertising Sales, Discovery Communications
Age: 60
Years in Industry: “37 years. 32 in broadcast, 5 in cable.”
Years left in Industry: “Until I break 70.”          

Name: Dave Cassaro
President, Comcast Network Advertising Sales
Age: older than the G4 target audience 
Years in Industry: 25+ 
Years left in the industry J: 25+ 

Name: Ed Erhardt
Title: President, ESPN Customer Marketing and Sales
Age: 49
Years in Industry: 27
Years left in Industry: “Many.”


Why Them? Lots of industry execs toss around the phrase “show me the money.” Few mean it as much as these advertising crusaders. When it comes to innovation, Discovery’s Abruzzese remains Upfront and center. This year’s Starcom deal, cable’s first deal based on minute-by-minute commercial ratings, turned heads and showed Abruzzese’s willingness to get creative as the industry grapples with the DVR syndrome. Erhardt continues to grow ESPN’s ad sales at exponential rates, selling, in some cases, based on household guarantees the network has been happy to deliver. Erhardt’s also developed several well-received multiplatform advertising packages, demonstrating a creativity that makes him the ideal CAB chair this year. As the head of advertising for the top MSO’s programming arm, Cassaro demonstrates extreme grace under pressure. Rather than sweating out Nielsen’s early minute-by-minute ratings data, Cassaro’s been taking a proactive approach by restructuring much of the advertising on E!, Style and G4 into “pods” that meld advertising and entertainment.  CAO


Joe Abruzzese
What is your favorite word? “Friendship”
What is your least favorite word? “Granular”
What turns you on? “Cycling, golf, my wife (not in that order).”
What turns you off? “Bad manners”
What sound do you love? “Ocean waves”
What sound do you hate? “Screeching brakes”
What profession other than yours would you like to attempt? “Artist, watercolors”
What profession would you not like to participate in? “Cab driver”
If heaven exists, what would you like to hear God say when you arrive at the Pearly Gates? “We’ve been waiting for you!  You’re on the tee next.”  Or, and realistically, “What are you doing here?”

Dave Cassaro 

Defining career moment: “Leaving CBS.”
Person (other than my current boss) who I’d most like to work for: “Jarl Mohn (aka Lee Masters)” 
In my free time, I like to: “Fish, golf.”
Favorite restaurant: “The Fifth Season” 
Favorite city: “New York” 
Favorite line from a movie or TV show: “You can ACT LIKE A MAN” – Don Corleone to Johnie Fontaine in The Godfather
Three things I would take with me to a desert island: “Fishing rod, Sand wedge, my dog.” 
Favorite song: “Nessun Dorma”
Favorite TV show: “Curb Your Enthusiasm”
 Favorite movie: The Godfather
 Favorite sports team: “Mets/Jets” 
 I wish cable would:  “Be more appreciated by Wall Street!” 
 Favorite piece of tech: “iPhone” 
 Least favorite piece of tech: “Blackberry” 
What is your favorite word? “Exceed”
What is your least favorite word? “Miss” 
What turns you on? “Young demos” 
What turns you off? “Anger”
What sound do you love? “Laughing” 
What sound do you hate? “Whining” 
What profession other than yours would like to attempt? “Landscape architect” 
What profession would you not like to participate in? “Law” 
If heaven exists, what would you like to hear God say when you arrive at the Pearly Gates? “Your brother is waiting for you at the first tee.”

Ed Erhardt:

Favorite restaurant: “Scalenatella”
Favorite city: “New York”
Favorite line from a movie or TV show: “It’s Showtime” from All That Jazz
Favorite sports team: “Nielsen.”
My perfect vacation goes like this: “Golf, Spa, Fine Dining, Nite Cap.”

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