“The shift has nothing to do with programming or editorial decisions,” the network said in a statement. Instead, the slogan was dropped in part because of its close association with Roger Ailes, a network founder, former chairman and the originator of the phrase, who was fired in August in a sexual harassment scandal.
The network said that “Fair and Balanced” was shelved as a marketing tool after Mr. Ailes’s departure. In its place is a new motto: “Most Watched, Most Trusted.”
Another Fox slogan, “We Report, You Decide,” has also been retired, although the network said that it returned occasionally.
The new motto, “Most Watched, Most Trusted,” mimics the firm cadence of the previous slogans
In the annals of modern advertising, “Fair & Balanced” will be considered a classic. The slogan was Ailes’s cynical genius at its most successful. While liberals mocked the tagline, it allowed Ailes to give viewers the appearance of both sides being heard, when in fact he made sure producers staged segments so that the conservative viewpoint always won.
A Fox News spokesperson confirmed that the network is dropping the slogan but said the branding change won’t affect programming or editorial decisions.