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Fox is waging a clever marketing campaign
8/14/2003 10:47:16 AM
Posted By: Jim Romenesko

From TREVOR BUTTERWORTH: Prof. Balkin may be right in saying that "Fox News vs. Franken is merely one episode in a much larger conflict between freedom of speech and intellectual property rights;" but does anyone seriously believe that, in this particular case, FOX is doing anything more than waging a very clever marketing campaign?

With every editorial expression of outrage, FOX News signals its mission statement to the masses. Conservative-leaning news consumers don't give a whit about whether you can trademark "fair and balanced" -- that's not thepoint of the message. By building up Franken as an enemy (and the more books he sells the better), FOX can sell a battle, a crusade. It's politics as entertainment. And FOX knows a lot about entertainment.

If the media establishment stopped whining about FOX News, it wouldn't go away; but it would lose much of its maverick, 'we stick it to the liberals' cachet. Fortunately for Ailes and Co, you can take liberal earnestness to the bank.