Bret Baier sets the record straight about another big change at Fox News Channel fans are just noticing

fox news roger ailes new logo slogan fair and balanced most trusted most watched

Fox News quietly scrapped its old tagline ‘fair and balanced’ in 2016 to distance itself from the logo Roger Ailes created. (Image: screenshot)

If a tree falls in a forest and no one is around to hear it, does it make a sound?

That’s a question Fox News executives may be asking themselves after quietly switching out its marketing slogan “Fair and Balanced” with the punchier “Most Watched. Most Trusted.”

Fox News decided to change its longtime tagline in August 2016 shortly after founder Roger Ailes was ousted. Ailes, a hemophiliac, died at age 77 in May 2017 after suffering a fall at home.

A source told New York magazine the “fair and balanced” slogan was “too closely associated with Roger.” Since Ailes launched Fox News in 1996, its ratings have crushed those of its liberal cable news rivals CNN and MSNBC.

Since his death, Fox News has tried to distance itself from Roger Ailes’ scandal-plagued tenure, and the rebranding is one such move. However, execs underscored that FNC’s programming and editorial direction will not change.

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A FOX News spokesperson confirmed that the network hasn’t used the slogan in external marketing or on-air promotions since August 2016, but said “the shift has nothing to do with programming or editorial decisions.”

While marketing bigwigs might debate the merits of a logo change, most viewers didn’t seem to notice—or care. In November 2016, Fox News touted the slogan change in an ad that went completely unnoticed.

Meanwhile, Fox News anchor Bret Baier reassured fans that he will continue to use his longtime tagline “Fair, balanced and unafraid” for his show, “Special Report.”

FNC fans had a mixed reaction to the slogan change. Some worried that Fox News will become too liberal now that Roger Ailes is gone and Rupert Murdoch’s leftist sons are running the network.

In response to liberals claiming Fox News was never “fair and balanced,” many pointed to the blatant left-wing bias of mainstream media.

Unfortunately for propaganda pushers, sometimes karma kicks in.

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