Schieffer ads tout Couric

The soft sell of successor Katie Couric by Bob Schieffer ends with this simple request: “Just watch.”

The promotion that has begun airing on CBS News programs is the first step of CBS News’ sales job for Couric, who starts Sept. 5 as the “CBS Evening News” anchor.

The idea is to have Schieffer introduce Couric to his audience, and he ad-libs in his amiable style. Couric appears briefly but does not speak.

Phase 2 later this month will be ads featuring Couric talking about the news and how to cover it, said CBS News President Sean McManus. The ads will gradually branch out to other CBS programs, then to other networks, he said.

In August, advertising for Couric’s debut will include specific promotions for segments in the “CBS Evening News,” he said.