Fox News Dropping 'Fair & Balanced' Slogan After Two Decades

Fox News Dropping 'Fair & Balanced' Slogan After Two Decades

Fox News Dropping 'Fair & Balanced' Slogan After Two Decades

The motto was an invention of late founder/chairman Roger Ailes, who resigned past year after a series of sexual-harassment allegations.

It is hard to overstate the significance of what shedding "Fair & Balanced" means for Fox News.

While we've spent the a year ago being distracted by a continuous, raging dumpster fire of very bad news, Fox News quietly moved away from its iconic "Fair and Balanced" slogan and no one really noticed.

Fox News' role, according to Ailes, was not just for it to be used as a reliable news source, but to act in conversation and as a foil to the other mainstream media networks like MSNBC and CNN. It was also instrumental in obfuscating the network's right-leaning agenda, a goal Ailes admitted to in multiple interviews during his life. Prime-time star Bill O'Reilly was sacked in April; up-and-comer Megyn Kelly departed for greener pastures at NBC; and executive leadership has undergone a rapid succession of changes as the network's old guard, represented by Rupert Murdoch, clashes with a younger, reformist generation led by Murdoch's sons, James and Lachlan.

As Fox News moves forward into a new, Roger Ailes-less future, it's apparently looking to rebrand as well. He died last month at age 77. Another executive explained that the tagline was "too closely associated with Roger".

The slogan was used by Fox since its launch, with the tagline reportedly being coined by Ailes himself.

The slogan was recognised across America. During a seminar with investors last December, 21st Century Fox chief James Murdoch was asked if Fox News' programming was indeed "fair and balanced".

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