FBN’s New Advertising Strategy Features Fox News Stars

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by Steve Krakauer | 12:41 pm, June 9th, 2010

» 10 comments

In addition to the various on-air changes Fox Business Network announced yesterday, the network has a new advertising strategy that hits on a couple key points.

First, it uses the star power of Fox News, a departure from previous ads focusing on the FBN personalities.

In a TV ad that has played in the New York market on Fox News, but also has been seen this week on the cable news competition CNN and MSNBC, every major FNC star makes an appearance in a rapid 30-seconds. Bill O’Reilly says FBN is “straight-forward, no-spin talk you can trust,” while Sean Hannity describes “the power to inform.” Then there’s Glenn Beck, who says, “come on America the choice is simple,” and “this network wants you to succeed” (apparently the competition doesn’t).

Also in the ad are Greta Van Susteren, Megyn Kelly and Bill Hemmer. The tagline at the end, showing both logos, is “two networks, twice the power.”

Obviously Fox News is a powerful force on cable news, and cable in general. And Fox News stars consistently show up on FBN programs. But having Bill O’Reilly tell viewers that watching Fox Business is a good idea could pay dividends as the young network continues its quest for viewers.

A print ad takes a decidedly different route. As Neil Cavuto showed recently in a Fox News segment, the ad asks “Is The World Broke?” If it wasn’t clear, there’s a photo illustration – the Earth with a sad face, shedding a single tear. “Out of money means out of options,” the ad says. “Watch Fox Business.”

Check out the TV promo:

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FBN, fnc, Fox Business Network, fox news

http://www.facebook.com/people/Kam-Fet/572005492 Kam Fet

Does it include gold hoarding aswell?
The Real Royal King

I guess the theory is that incest is a family value?

Actually, I am a bit mixed on this. FBN is still struggling mightily. This is an inexpensive way to advertise. If FBN could tap into the relatively small pool of FOX viewers, that would be well and good. However, I wonder how many FOX devotees are actually that attuned to business or interested in business news. If the answer is a good number, then wouldn’t this detract from FOX viewership? Wouldn’t this just be from the same shallow pool? It will be interesting to watch.

Buy gold.
Use gold to buy seeds.
writer

Fox’s viewer pool has gotten so small, the King is now the only viewer.
DonnaK

FBN needs to get Elizabeth Hasselbeck over to do her promo’s for her clothes, since she has them manufactured in China. All the garbage she spouts about The Presidnet , and then she gives jobs to the Chinese, instead of her fellow Americans.
The Real Royal King

In fairness to Princess Hasselbeck, Donna, her sweatshops are reported to be among the most tastefully appointed in China, and all the employees get 10 minutes for lunch every day.
Sunnyr

All the MESSNBC groupies are out in full force today. I love the ad, Fox News! You have several MEGA SUPER STARS so use them! Good show!!
http://www.facebook.com/people/Chris-Lindhartsen/704548889 Chris Lindhartsen

So, the point that I want to watch about stock markets, not about ‘family budgets,’ means Fox Business is not for me? I’ll stick with my stock-focused CNBC over this mess over at FBN.
AngelPeters

Now that is pathetic marketing.
m

Is this the last push before they pull the plug?
NOTcrazylikeFOX

“All the MESSNBC groupies are out in full force today.”

As opposed to the fox noise clowns whoring out the super duper high ratings and praising them for being “fair and balanced” when they obviously aren’t? Yeah… great alternative.