Fox News Points to Post-Roger Ailes Strategy

Jul 25, 2016  •  Post A Comment

In the wake of the departure of network boss Roger Ailes, Fox News Channel provided a glimpse of its strategy going forward in a series of print ads today in The New York Times, New York Post and other publications, Brian Steinberg reports in Variety.

In the ads, FNC “touted the winning ratings performance from its broadcasts of the Republican National Convention, noting that its primetime viewership during the event trumped that of NBC, CNN, ABC, CBS or MSNBC,” Steinberg writes. “Copy lines at the bottom of the ad reminded readers that Fox News is ‘America’s Election HQ’ and strives to be ‘Fair, Balanced & Unafraid’ — a slogan that typically runs at the end of Bret Baier’s ‘Special Report’ every evening.”

On the surface, the post-Roger Ailes era appears to be business as usual. “Indeed, Ailes stepped down as the network’s chairman and CEO last week in a move that could prompt changes at a TV outlet that has taken on outsize influence in its two decades in existence,” Steinberg writes. “In public, however, the ads put forth the notion that, at least when it comes to Fox News programming, not much is changing.”

The report quotes veteran branding adviser Allen Adamson of Brand Simple Consulting saying: “You’ve got to keep your eye on where you are going, not on where you have been, if you are managing a brand. The best advice would be to stick to the current game plan, keep your nose to the grindstone, until there’s a new captain who is going to have their own point of view.”

Click on the link near the top of this story to go to Variety to read Steinberg’s full analysis.

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