Fox News Is Ditching 'Fair & Balanced' as Its Slogan

Another reason for the line's departure was that it was too closely associated with Ailes, the network's former chief executive who left Fox News under a cloud of controversy.

The catchphrase, coined by late Fox founder Roger Ailes, has been used at Fox since its founding in 1996.

It is hard to overstate the significance of what shedding "Fair & Balanced" means for Fox News. The insider says it is simply a marketing decision and anchor Bret Baier tweeted a similar message.

According to an insider familiar with the tagline change - which occurred almost a year ago without public notice - the slogan will be used in promotional materials, but won't affect the network's editorial stance or mission.

That rebranding includes dropping its infamous "Fair & Balanced" slogan, NY magazine reports, embracing the idea that you don't even have to pretend to be objective in your news gathering anymore.

In its place, the network will push its, until now, less used moniker, "Most Trusted, Most Watched", New York Magazine first reported. "He would call a group of senior producers and make you watch the channel and he'd point out stuff, like a banner that's slightly liberal", a senior producer told me. The decision was made last August after Ailes's ouster by Fox News co-president Jack Abernethy, because the phrase had "been mocked", one insider said.

Fox News Headquarters in Midtown Manhattan. The reason the network doesn't want to use the tagline anymore in advertising is that it is too associated with former network chief Roger Ailes, who was ousted previous year in the wake of sexual harassment allegations.

A Fox News spokesperson confirmed that the network would no longer be using the slogan, NY Mag reports, but said that it won't impact editorial decisions or its current programming.

Tucker Carlson has stepped in to fill the void left by O'Reilly.

  • Zachary Reyes