Tech Executives Make Lousy Guests

Tech companies like Apple, Snapchat and Netflix may be household names across America, but that doesn’t translate to interest in their top executives—at least when they’re late night talk show guests.

Half a dozen top-tier tech executives have appeared on CBS’ new “Late Show with Stephen Colbert” since it debuted in early September, quite a change from the usual parade of Hollywood stars who dominate late night talk shows. But if the hope was that names like Tim Cook and Evan Spiegel would bring a pop in the ratings, or lure a younger audience than normal, Mr. Colbert will need to reconsider.