Fox News Is Dropping Its 'Fair & Balanced' Slogan

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Fox News is dropping its legendary trademark slogan "Fair and Balanced", New York Magazine reported Wednesday.

The catchphrase, coined by late Fox founder Roger Ailes, has been used at Fox since its founding in 1996. Instead, Fox management has instructed executives and employees to use the network's other tagline "Most Watched".

A Fox News spokesperson confirmed that the network hadn't used the slogan in marketing or on-air promotions since August but said "the shift has nothing to do with programming or editorial decisions". "Most Trusted" - from now on.

Despite the change of slogan, some of the current anchors have remained defiant, like Bret Baier, host of "Special Report with Bret Baier", who said that they would continue to sign off with his signature line: "Fair, balanced, and unafraid".

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So while the move isn't breaking news, that didn't keep those critical of the network from weighing in. "Fair & Balanced" may have been a welcome handle for Fox News fans, but to those critics, it assumed sinister dimensions, or a cynical inversion of a long-standing journalism credo. After resigning from his position, he reportedly went on to advise then-presidential candidate Donald Trump who defended Ailes.

The slogan was recognised across America.

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As Brooks Barnes and Sydney Ember detailed in an April New York Times Magazine feature, Rupert Murdoch's sons have pushed for big changes in Fox News' culture since taking over the family business empire two years ago. O'Reilly is gone, but Sean Hannity remains (for now), and O'Reilly's successor Tucker Carlson is no less partisan than he was.