Now with a new tagline. 
 
 As Fox News moves further into the post–Roger Ailes era, the network is shedding one of its most iconic elements. According to network executives, Fox News has abandoned the marketing slogan “Fair & Balanced.” 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. Another executive explained that the tagline was “too closely associated with Roger.” Fox executives have been instructed by management to market the network by its other tagline: “Most Watched. Most Trusted.” 
 
 It is hard to overstate the significance of what shedding “Fair & Balanced” means for Fox News. (It would be like the New York Times giving up “All the News That’s Fit to Print.”) Ailes invented the slogan when he launched the network in 1996, and over the years it became a quasi-religious doctrine among Fox’s anchors and viewers. The effectiveness of Fox News as a vehicle for conservative ideology depended on it. “If you come out and you try to do right-wing news, you’re gonna die. You can’t get away with it,” Ailes once told a reporter. 
 
 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. 
 
 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. ||||| While we've spent the last year being distracted by a continuous, raging dumpster fire of awful news, Fox News quietly moved away from its iconic "Fair and Balanced" slogan and no one really noticed. 
 
 SEE ALSO: Annnnd another Fox News host just blasted Donald Trump 
 
 New York magazine reporter and former Roger Ailes nemesis Gabriel Sherman reported on the change on Wednesday but notes the decision was actually made last year, not long after Ailes was forced out of his role as CEO and chairman of the network over mounting sexual harassment allegations. 
 
 Confirming the move as an attempt to distance the network from the now-deceased Ailes, one exec told Sherman the "Fair and Balanced" slogan, coined by Ailes and used since the network's 1996 launch, was "too closely associated with Roger." 
 
 The slogan has been synonymous with the 24-hour news channel since its inception, even as critics have used the phrase ironically thanks to personalities (like Sean Hannity) and shows (like Fox & Friends) that hardly follow that rule. 
 
 An insider close to the matter told Mashable that while the slogan was no longer being used for on-air promotions and other external marketing, the phrase is still something of an editorial mantra—host Bret Baier still closes his show with it. 
 
 According to Sherman, the network will be pushing another slogan — “Most Watched. Most Trusted" — from now on. 
 
 It's also worth noting that this isn't the only slogan that Fox has moved on from, indicating that the changes were part of a larger overhaul in the post-Ailes era. 
 
 Fox News also stopped using We Report, You Decide in marketing material almost a year ago. — Joe Flint (@JBFlint) June 14, 2017 
 
 So while the move isn't breaking news, that didn't keep those critical of the network from weighing in. 
 
 Fox News is dropping their "Fair and Balanced" slogan. Are they going to change it to "Alternative Facts?" — Janice Hough (@leftcoastbabe) June 14, 2017 
 
 New slogan.. "Fox News - We have the best words" — Joe Burke (@joker5339) June 14, 2017 
 
 The new Fox News slogan is "Democracy is fine in the darkness. No follow up questions."@washingtonpost @Sulliview https://t.co/kIFjP2ar6B — That Mike Flynn (@thatmikeflynn) June 14, 2017 
 
 If you still need help with your branding, Fox, we think "Fox News: We're just sayin'" could work, too. 
 
 Additional reporting by Maggie Sullivan
– Fox is officially no longer "Fair and Balanced." New York reports the network decided to drop the slogan it's used for more than two decades after the removal of Roger Ailes, who came up with it in 1996 as cover for the network's right-leaning news. Fox News will henceforth be going with the slogan "Most Watched. Most Trusted." An unnamed source tells Mashable that while "Fair and Balanced" is out as a slogan, it will continue to be a kind of "editorial mantra" for the network.