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Fox News Channel premiered on October 7, 1996. At the time, there was no compelling reason to believe that with CNN firmly established as the number-one cable news operation, that Fox News would become the cable news brand juggernaut that it is today—a decade and a half later. When Fox News premiered, it wasn’t even being carried in New York City, the number-one media market in the country. Fast forward to January of 2010, when a survey conducted by Public Policy Polling found that Fox News had become “the most trusted television news network in the country.”1 Who would have thought that would happen? Even more important, how did this happen and what are the secrets of success regarding the Fox News Channel brand that so many other cable news and other media organizations have failed to understand or execute? A Bias Indeed . . . For Ratings Let’s be clear. Fox News does in fact have a point of view.Yes, its slogan is “fair and balanced,” but it might as well be “we are going to make you watch.” For the moment, forget about whatever partisan or ideological bent you think Fox News has; the more compelling and interesting brand bias is that Fox News president and chairman Roger Ailes, one of the country’s most media-savvy executives, has put together an on-air lineup that is compelling, entertaining, and provocative. I can’t tell you how many people tell me they “hate” Bill O’Reilly, who is on every night at 8 P.M. on Fox News. But then again, The O’Reilly Factor is the number-one cable news program in his time slot. He crushes Keith Olbermann on MSNBC, and CNN isn’t even in the game at that time slot. 222 Fox News Love ’em, Hate ’em, Trust ’em . . . Watch ’em Adubato_(Brand)_final 4/11/11 11:30 AM Page 222 I’ve been a guest on O’Reilly’s show many times. His on-air persona is pretty much what he’s like in person—only a lot taller. On O’Reilly’s show, it’s all about Bill, and that’s the way he likes it. The formula works from a branding perspective. The guy gets a reaction whether on his own show or on other shows considered “enemy territory,” including Jon Stewart’s The Daily Show, Late Night with David Letterman, or TheView. It’s impossible to ignore Bill O’Reilly. At 9:00 P.M., Fox News features Sean Hannity, who used to be on with Alan Colmes, but now is on alone. Hannity is telegenic, controversial, and clearly leans politically to the right, but his ratings make it clear that just like O’Reilly (although Sean is more likeable), it isn’t only those who “like him” who watch. What’s so fascinating about people like O’Reilly and Hannity is that they disprove a long-held belief in the world of business that first one must have people “like you” in order to get them to listen to you. In this case, that’s just not true. I’m convinced that hundreds of thousands of liberals and Democrats abhor the things said by O’Reilly, Hannity , and for that matter Glenn Beck (a brand in himself that I’m having a hard time figuring out), but watch Fox anyway. The collective brand of the Fox News Channel, particularly in prime-time, where “opinion is king,” is that while a lot of people like and agree with the on-air talent, there is a large number who love to hate them. We are talking about people who get angry, incensed , talk back to their televisions, and say how wrong these three guys are. But then again, they are watching, which allows Fox not only to build its brand, but to charge more for advertising than its competitors. How many other on-air hosts stand out in this manner or get such a visceral reaction? Appearance Matters . . . A Lot Fox News’s brand is also fascinating because it puts on a product that is visually appealing. Fox was one of the first to use compelling on-air graphics in the now very well known “Fox News Alert” that pops up on the screen with specially designed, “Hey, you better pay attention” music that signals something important is coming.You may argue that what ultimately appears isn’t as important as you FOX NEWS 223 Adubato_...

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