Fox News is dropping its legendary trademark slogan “Fair and Balanced,” New York Magazine reported Wednesday.
A Fox News spokesperson confirmed to the magazine that the network is no longer using the slogan, but that the decision won’t affect programming or editorial decisions.
The catchphrase, coined by late Fox founder Roger Ailes, has been used at Fox since its founding in 1996.
Inside Fox, Ailes held “Fair & Balanced” seminars with staff members. “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. “He would say, ‘The news is like a ship. If you take hands off the wheel, it pulls hard to the left.’” Ailes also used “Fair & Balanced” when making hiring decisions, such as saying a job candidate “wasn’t ‘fair & balanced,’” because the person went to a college he didn’t like.
New York Magazine added:
“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.”
The decision comes as the network faces major institutional scrutiny, after allegations of sexual harassment forced out Ailes and former host Bill O’Reilly.”
— Donald J. Trump (@realDonaldTrump) February 18, 2016