CBS: Stephen Colbert’s Persona Is ‘Brand Friendly’

Wall Street Journal: Stephen Colbert takes the helm of CBS’s “The Late Show” on Sept. 8, with viewers wondering what Colbert will be like without his ultra-conservative political persona. Marketers are anticipating the new show, too. Colbert’s re-entrance into the late-night fold comes as a new generation of hosts embrace advertiser tie-ins in a way their predecessors didn’t. In the run-up to his new show’s debut, Colbert has already shown a willingness to align his name with outside brands.