Here's why Fox News is reportedly dropping its iconic 'Fair & Balanced' slogan

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Here's why Fox News is reportedly dropping its iconic 'Fair & Balanced' slogan

The 21st Century Fox executive pointed to Fox anchors Bret Baier and Chris Wallace as "absolutely fair and balanced", noting the network believes it is "really important to understand that distinction between primetime, personality-driven opinion shows, and the more general news coverage".

Fox News retracts fake news - what took so long?

Fox News Channel has finally acknowledged that it is neither fair nor balanced.

The decision to shed the "fair and balanced" slogan was made this past August following the dismissal of Fox News' late founder and chairman, Roger Ailes.

Fox News has had multiple slogans during its history, including "We Report". One insider said the decision came because the slogan had "been mocked". "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". What's different is that the actual promotional phrase "Fair & Balanced" - which had long appeared in advertisements and was also copyrighted - has since been replaced by "Most watched, most trusted".

Ailes cared so much for the slogan that he would hold seminars to discuss the "Fair & Balanced" tagline with staff members. 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.

One of Ailes' accusers, Megyn Kelly, left the network for NBC earlier this year. The Murdoch sons were instrumental in ousting Ailes and, eventually, Bill O'Reilly, although in both cases they did so only under significant pressure as each man's sexual harassment scandal boiled over into public view.

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