Media

How‘s MSNBC’s New Image Campaign Going?

On Tuesday, MSNBC launched a new two year branding and marketing campaign called “Lean Forward.” The New York Times describes the campaign and its slogan as “embrac[ing] its progressive political identity.” While only a couple days old, it’s having mixed results.

True to its progressive form, the ad campaign will feature President Obama in two 60-second commercials. In fact, during the launch of the campaign, the Times reports that MSNBC used a taped Obama speech that “coincidentally sum[s] up the channel’s progressive message”:

“We can go backward, or we can keep moving forward,” the president was shown saying in a June speech at Carnegie Mellon University. “And I don’t know about you, but I want to move forward.”

That ad campaign also seems to pay homage to Obama in at least one of the commercials he does not appear in. The video used to mark the campaign’s kickoff is called “Declaration of Forward.” In it, the  speaker recites a modified version of the Declaration of Independence omitting, like Obama has done twice, any reference to a Creator and taking other liberties with the founding document’s language:

(H/T: Daily Caller)

Over at National Review, Daniel Foster and his readers have noticed something else about the campaign:

A number of readers have pointed out that MSNBC’s new tag-line is but a letter away from “Leap Forward” — as in, Mao’s Great one.

Foster’s also convinced that the campaign is a repackaged version of an old (and now hip) message:

[T]he ‘Lean Forward’ concept seems a rather half-hearted attempt by MSNBC to gloss its same-old lefty line with a coat of empty post-ideological babble (sort of like ‘Yes, We Can!’), while still deploying the right signal words to its core liberal audience. In an announcement for the campaign, network VP Sharon Otterman says “MSNBC wants to be the champion for those who believe in progress,” and that the taglinge “captures the cultural momentum for progress that resonates strongly with our audience.” Who could she be talking to here?

“Lean Forward” isn’t a re-branding, it’s a confession via euphemism that MSNBC will continue to be what they’ve always been.

Mediaite’s Steve Krakauer notices a glaring contradiction in one of the campaign’s still photo ads:

Hows MSNBCs New Image Campaign Going?

“The ad of Olbermann will be part of the print campaign – although it’s a little strange that he’s…leaning back.”

However, Krakauer is optimistic about the campaign’s future: “If it can have the same mainstream impact as ‘Fair and Balanced,’ it will have achieved its goal.”

Ed Driscoll at pagamasmedia.com is a little more critical. He’s come up with some new ad posters:

Hows MSNBCs New Image Campaign Going?

Hows MSNBCs New Image Campaign Going?

Back to the drawing board?

Maybe not for the ad campaign, but MSNBC.com is considering a major change: its name. According to the Times’s Brian Stelter, the news website isn’t happy that MSNBC and MSNBC.com are often confused with each other, especially considering that the website is supposed to be objective while “the cable channel … has taken a strongly liberal bent in recent years.” Talks center around dedicating the address MSNBC.com to the cable channel, and moving the current site over to a new url with a new name.

Is it a good move? Stelter doesn’t seem to think so:

Giving up a Web address as popular as MSNBC.com is highly unusual; it is akin to a business closing a bustling storefront and posting a sign that asks customers to visit its new location. For a Web site, at least, the new location is only a click away; nonetheless, MSNBC.com may risk sacrificing years of built-up brand loyalty by coining a new name for the news site.

Between new ad campaigns and new names, its safe to say that MSNBC is aware of its poor ratings and needs to do something about it. And it seems it can go one of two ways: appeal and pander to a liberal crowd or look to frame itself as objective. The “Lean Forward” campaign, as well as changing a website so it can mirror the views of the network’s TV hosts, hints at the path its choosing.

Comments (228)

1 2 3 ... 7
  • behonest
    Posted on October 7, 2010 at 8:46am

    I have to admit they got me motivated which I have not been since our Az primary. They were trashing John McLame. I swore I wouldn’t cast a vote for him only Gov Brewer well they helped me make up my mind. I will be like all the tea party patriots and really keep his feet to the fire. Them lefties are not going to turn Az. to a socialist state.

    Report Post » behonest  
  • sodun
    Posted on October 7, 2010 at 8:46am

    Red id red

    Report Post » sodun  
  • dablooz
    Posted on October 7, 2010 at 8:44am

    If they want to embrace the TRUTH, they would call it “Lean Ratings”

    Report Post »  
  • onesoul
    Posted on October 7, 2010 at 8:43am

    I say keep it up MSNBC. The NYT got it right by mentioning their progressive political identity.
    Just keep telling everyone how biased you are.

    Report Post »  
  • stone2016
    Posted on October 7, 2010 at 8:39am

    Could someone explain what “our differences are what unite us” means? Don’t differences usually un-unite people? How about, “we may be different, but our common principles of freedom, love, and belief that government should leave us the hell alone unites us”. Oh, wait…that’s the Tea Party common sense theme. As opposed to this gobbledy **** the lefties spout but never explain.

    Report Post »  
    • brutom
      Posted on October 7, 2010 at 6:50pm

      Good point! I think we ought to embrace unity and forget diversity. The USA used to be called a “melting pot,” where ingredients blended together to create a new dish. Now we’re just a salad bowl, where everything retains its own separate flavor and characteristics.

      Report Post » brutom  
  • Bluefish49
    Posted on October 7, 2010 at 8:38am

    MSNBC…..Media Supporting a New Brand of Communizm

    Report Post »  
  • sorebird
    Posted on October 7, 2010 at 8:37am

    So they think that FOXs success is due to a slogan and instead of facts and truth–like Obama they think their ratings are due to the message not getting out–we are not endowed by our creator is the message, so we should look elsewhere for our rights.

    Report Post »  
  • IrateDog
    Posted on October 7, 2010 at 8:37am

    They could rename themselves BSNBC. At least that would honestly describe them.

    Report Post »  
  • historypaper
    Posted on October 7, 2010 at 8:36am

    Carnegie Mellon University the home of the China income tax system that allows millions of Americans to sit at home and collect food stamps and welfare. The university that started the great spring of off-shoring income, jobs, technology, Carnegie Mellon University.

    Report Post » historypaper  
  • BQI
    Posted on October 7, 2010 at 8:35am

    Gentlemen, it really is simple. Give the public what they want…….TRUTH. It is not about marketing. These people really don’t get it. Thank God for Fox and The Blaze.

    SEE NEW LINK—BQI-Opedia (a resource guide on the Obama Administration) @ http://www.blackquillandink.com

    Report Post » BQI  
  • Awakenow
    Posted on October 7, 2010 at 8:34am

    Why not “We’re smarter than you are network”, after all They determine what WE need.

    Report Post » Awakenow  
  • bswanson
    Posted on October 7, 2010 at 8:34am

    MSNBC is shorting their name to MOA and MOA.com

    Report Post »  
    • SnapTie
      Posted on October 7, 2010 at 8:54am

      They should just keep it the same MSNBC.[ MORE SOCIALISTIC NEWS BY COMMIES ]

      Report Post » SnapTie  
  • wingedwolf
    Posted on October 7, 2010 at 8:32am

    This isn’t even repackaging. mslsd has always been the puppet of the extreme left, and what I’d like to know is how these rank and file idiots think THEIR lives will be under their social/communist brotherhood? How will they feed their own families when they run out of evil rich people from whom to confiscate money? These people must still be suffering from all that acid they did in the 60′s, or are still doing. They were obviously too trashed to learn anything in college, and from the way they trashed the nation’s capitol on 10/2, still too trashed to learn anything.

    Report Post » wingedwolf  
  • printdesignchicago.com
    Posted on October 7, 2010 at 8:31am

    what’s MSNBC? oh… wait.. i know – the forgotten network

    Report Post » printdesignchicago.com  
  • ProudTeaPartyMember
    Posted on October 7, 2010 at 8:30am

    The Declaration of Independence guarantees you “the pursuit of happiness”. Unfortunately, Liberals would rather take a happiness pill or join a happiness program. Pursuing something…too much work.

    Report Post » ProudTeaPartyMember  
  • Steve
    Posted on October 7, 2010 at 8:30am

    I‘ve got a better one for ’em… “Lean Right!”

    Report Post » Steve Smith  
  • ProudTeaPartyMember
    Posted on October 7, 2010 at 8:28am

    They did it again. They changed the words of The Declaration of Independence. This is what they said in their “Declaration of Forward” propaganda:

    We hold these truths to be self evident
    that all men and women have certain unalienable rights
    Life, Liberty, Pursuit of happiness

    Here is what The Declaration of Independence actually says:

    We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.

    Left out the mention of “their Creator” and added “women” to the text.

    Report Post » ProudTeaPartyMember  
    • EqualJustice
      Posted on October 7, 2010 at 8:39am

      I noticed that right away, too. Funny how conservatives place great faith in our founding fathers and their documents that have kept this country GREAT for 234 years. Those on the LEFT hate that they can’t fundamentally change all that as well…they keep trying though and we MUST stop them!

      Report Post » EqualJustice  
    • kevtheatheist
      Posted on October 7, 2010 at 11:07am

      The phrasing in fact is “inalienable rights” in the Declaration of Independence, which means rights that can only be transferred with the consent of the person possessing those rights. It is a different meaning from “unalienable.”
      The phase you quote establishes a different truth from the old “Divine Right of Kings” truth that had ruled England for centuries. By doing this it also quashes anything having to do with class in the old sense of the word, ie. the nobility.
      So it states that in this land all men are created equal (none are superior nor inferior by virtue of birth), and that no one by virtue of their birth are allowed to take someone else’s life, liberty, or pursuit of happiness.
      The founders may have been deists, or theists, or whatever, but they were not going to let religion hold sway in governing the people. Use of the “Creator” in the Declaration was to argue their case in the context of the Divine Right of Kings. “You say that God gives the nobility the right to rule; we say that God created men equal.”
      While a “Creator” was mentioned in the Declaration, search for God in the Constitution, and you will find that God is not there. Nor is the word morals. You pay for religious freedom by not having religion in the government that grants those freedoms. Brilliant work.
      It really amazes me that MSNBC targets a demographic that is so small and non-property oriented.

      Report Post » kevtheatheist  
    • Rowgue
      Posted on October 7, 2010 at 11:39am

      Unalienable is not even a real word. It’s a made up legaleze term people use to describe something that cannot legally be bought and sold.

      Report Post »  
  • setusfree2012
    Posted on October 7, 2010 at 8:28am

    Wow, the commies are getting more and more brazen! This is just unbelievable. I never have and never will watch them anyway, I‘m just amazed that they’re no longer trying to disguise their far-left communist views anymore.

    Report Post »  
    • MrBungle
      Posted on October 7, 2010 at 10:54am

      Oh, I don’t know MSNBC was pretty comical the night when Scott Brown won, I’m expecting an equally good laugh this coming Nov. 2nd.

      Report Post »  
    • iluvus2
      Posted on October 8, 2010 at 11:22am

      Better pay attention to what they say and do research so that you know what’s coming or what they are up to as best we can…This is a dangerous time for all Americans and the funny part is that these people think they are the winners-WHAT HAPPENS TO US WILL ALSO HAPPEN TO THEM-don’t they get that..I had another brainstorm last nite-the reason for the Bilderberg Global governing body of billionaires is their selfish interest in their own survival-they will have enough water, food, shelter, clothing, etc. while the rest of us suffer and they don’t care one iota…all these networks that are pushing this will be pushed under the bus when Soros and others accomplish their control unless we break the TIDES (Soros)…we are Americans, we shall overcome with the help of God and our fellow citizens….Funny, isn‘t it that they think we’re all Homer Simpsons and they are really the ignorant ones….That’s what shinning the light on lies will do everytime.

      Report Post »  
  • MotoMofo
    Posted on October 7, 2010 at 8:27am

    “Lean Forward” – Good advise for those suffering through a difficult bowel movement or Chris Mathews.

    Report Post » MotoMofo  
  • EqualJustice
    Posted on October 7, 2010 at 8:26am

    HEY! They ALSO LEFT out “endowed by their creator!” LIKE OBAMA DOES! FIGURES, the darn COMMIES! Wonder how long before they re-write the Declaration of Independence to fit their OWN agenda? ERRRRRR
    “We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.”

    Report Post » EqualJustice  
  • WishWeWereFree
    Posted on October 7, 2010 at 8:18am

    I think they should go with the honest approach, “Lean Left”!

    Report Post »  
    • Beckofile
      Posted on October 7, 2010 at 9:15am

      Leaning Left was a good tactic when trying to pick the pocket of someone….Now you really have to lean forward. No matter which way they want to steal the language and move from Liberal/Left to Progressive/Forward we know the tactic and outcome.. Elites at their best.

      Report Post » Beckofile  
    • barnabas
      Posted on October 7, 2010 at 9:58am

      I agree… spread widely enough it could be as effective as their play on Fox, “Faux News”.

      Report Post »  
    • cruisemates
      Posted on October 7, 2010 at 11:20am

      They did – the ads slogan is …

      “Some Thing are Better Left Said” – in other words, everything they say will be “better” because it is said from the viewpoint of the left.

      The joke is that they have entirely dropped any semblance of a news organization – exactly the criticism they gave Fox News. They now officially deserve to be called a mouthpiece of the left, because they have declared what they are.

      Report Post » cruisemates  
  • Marylou7
    Posted on October 7, 2010 at 8:13am

    Who is going to tune in anyway. Not me! Garbage is garbage no matter how you brand it.

    Report Post » Marylou7  
    • winterhawka7ac
      Posted on October 7, 2010 at 9:33am

      They belong on the cartoon network.

      Report Post »  
    • norway1516
      Posted on October 7, 2010 at 10:58am

      hey dont say that what has cartoon network ever done to anyone??? lol

      Report Post » norway1516  
    • KrlyQ
      Posted on October 7, 2010 at 1:46pm

      Exactly! It’s the equivalent of serving $h!t covered in sugar and saying it’s candy.

      Report Post » KrlyQ  
  • Dustyluv
    Posted on October 7, 2010 at 8:09am

    Do they mean Lean Forward or BEND OVER?

    Report Post »  
    • EqualJustice
      Posted on October 7, 2010 at 8:29am

      HAHAHA I won’t watch that channel no matter WHAT they do. TOO much LIBERAL bias and that will never change.

      Report Post » EqualJustice  
    • bospopp
      Posted on October 7, 2010 at 8:59am

      THEY lean forward while expecting US to bend over!

      Report Post »  
    • Slevdog1
      Posted on October 7, 2010 at 9:52am

      I just imagined some very disturbing images regarding some of their anchors. Yikes!

      Report Post »  
    • neverending
      Posted on October 7, 2010 at 10:48am

      Both

      Report Post »  
    • GodfatherofBlog
      Posted on October 7, 2010 at 1:32pm

      Do we get a reach around~???

      Report Post » GodfatherofBlog  
    • ILFarmer
      Posted on October 7, 2010 at 3:09pm

      So now it’s “be like the leader?” Obama doesn‘t say anything about a Creator and suddenly it’s the hip thing to do? You know, for a guy that says he’s a Christian (however misconstrued it may be), he sure takes the effort to avoid acknowledging God. I think there is even something in the Bible about denying the Lord (don’t ask me where that is exactly though).

      Anyway, they can call their programing whatever they want, but it doesn’t change the message.

      Report Post »  
    • iluvus2
      Posted on October 8, 2010 at 10:58am

      Actually this is for equal justice-I watch this station once in a while just to stay abreast of what they are up to. Last nite I watched Maddow hammer a college science professor, I think from Colorado, running for his senate and she was bringing up his writings about gay men’s early death, health problems, etc. and he lost it and told her what she was…Now, that’s exactly what she wanted-she was cool and blasted him like a dog or something…he was trying his best to explain or answer her question and she rudely interrupted him, and finally she just cuts him off while he’s red faced and angry…see, this is more fodder for their kind of journalism and really hurts those who really want to do good for our country..Now that all is out in the open-socialists, communists, progressives, unions, and Soros’ groups, they are so sure of themselves that they don’t care any more..It’s the democrats who did their bidding that I see getting hurt, rightfully so…Now I don‘t like the channel and I don’t think it‘s ratings will pick up with any kind of change but I do INVESTIGATE facts for myself and it’s actually fun to find them, out them, send it to my friends, and others and it also gives me something concrete to talk to my senator and representative about on issues that I don’t agree with…I also try to find tips I can email to Beck about groups that are a danger to this country…God bless America, again. It you are interviewed by anyone-keep your cool no matter the issue or wind up on some liberal show looking like you’re not very smart and just some angry tea partier….

      Report Post »  
  • Maybe the GEESE Know More than the BEES Know
    Posted on October 7, 2010 at 8:09am

    what is an MSNBC?

    Report Post » Maybe the GEESE Know More than the BEES Know  
  • Marcobob69
    Posted on October 7, 2010 at 8:08am

    Excuse me while I throw up. Crap, by any other name, is still CRAP!

     
    • hempstead1944
      Posted on October 7, 2010 at 8:16am

      Mind if I join you? Perhaps we could have a group throw up…….

      Report Post »  
    • The Patriot
      Posted on October 7, 2010 at 8:19am

      Yeah you can shine a turd but at the end of the day……it’s still a turd.

       
    • t00nces2
      Posted on October 7, 2010 at 8:39am

      Well, at least they are admitting they are NOT fair and ballenced.

      Report Post »  
    • firstHat
      Posted on October 7, 2010 at 9:02am

      The tag line reminds me of line in a Barrett Browning poem used to describe an overly idealistic poet (who ends up blinding himself): she says that he was “inclined to ponder the precipitous sides of difficult questions.” When you play out that image you can see him leaning out over a cliff and toppling off. Let’s just hope MSNBC takes that course. Obviously it has already succeeded in blinding itself!

      Report Post »  
    • sdeakins
      Posted on October 7, 2010 at 9:03am

      Turd shining is a nasty business.

      Report Post » sdeakins  
    • Major Infidel
      Posted on October 7, 2010 at 9:15am

      Wow. I knew the ratings were getting low over there but damn.

      And yes….PUKE!

      Report Post » Major Infidel  
    • mizflame98
      Posted on October 7, 2010 at 9:32am

      I was so hoping that when Comcast bought the network it would be cleaned up. Instead they‘re flaunting the fact that they’re the new Pravda.

      Report Post » mizflame98  
    • halfbrain
      Posted on October 7, 2010 at 9:41am

      I’m upchuck sensitive…i feel like throwing up too….

      Report Post »  
    • ishka4me
      Posted on October 7, 2010 at 10:04am

      yes they must lean forward, if they lean back anymore they will fall off all together

      Report Post »  
    • Laus Deo Too
      Posted on October 7, 2010 at 10:40am

      These people think you can pick up a turd by the “clean” end.

      Report Post » Laus Deo Too  
    • ClassicalLiberal
      Posted on October 7, 2010 at 10:57am

      Remember, “When one makes a Revolution, one cannot mark time; one must always go forward – or go back. He who now talks about the “freedom of the press” goes backward, and halts our headlong course towards Socialism.” -Vladimir Lenin

      Report Post » ClassicalLiberal  
    • cap0ne
      Posted on October 7, 2010 at 12:43pm

      polishing turds comes to mind.

      Report Post » cap0ne  
    • tsmmalkj
      Posted on October 7, 2010 at 2:02pm

      Throwing up will most likely be done while “leaning forward”. Be careful, MSNBC may take that as support of their new campaign.

      Report Post »  
    • suttonea76
      Posted on October 7, 2010 at 2:35pm

      Hopefully Obama‘s new slogan instead of YES WE CAN will be YES WE’RE CANNED after Nov. 2nd and Matthews and Olbermann will help him every step of the way. Thanks Liberals for showing all of us how much smarter we are than you.

      Report Post » suttonea76  
    • flamedone1968
      Posted on October 7, 2010 at 2:42pm

      “Our differences are what unite us” divide and conquer? That‘s what I’m hearing. Divide us from God and each other.

      Report Post » flamedone1968  
    • Polwatcher
      Posted on October 7, 2010 at 3:41pm

      “Lean forward” reminds me of the “old” method of getting a physical from a doctor. Very painful to be sure.

      Report Post »  
    • GENEBLISTER
      Posted on October 7, 2010 at 6:18pm

      And here’s the proof you can polish a turd!

      Report Post » GENE BLISTER  
    • BMWmech
      Posted on October 7, 2010 at 6:31pm

      Crap by any other name is called MSNBC

      Report Post »  
    • RehabUncleSam
      Posted on October 7, 2010 at 7:19pm

      This administration and their network keep leaving out the “endowed by our creator” part. It just doesn’t sit well with their Progressive ideology so they just remove it or leave it out. Remember for them the ends justifies the means. It was in the book dedicated to “Lucifer” …..Rules for Radicals.

      Report Post » RehabUncleSam  
    • spod
      Posted on October 8, 2010 at 1:52am

      Rush had a great take on the new MSNBC slogan, just adding a couple meaningful words to it.

      Rush said, “Lean Forward… this won’t hurt a bit.

      Thank you Rush!

      Report Post »  
    • catllers
      Posted on October 8, 2010 at 2:15am

      yes, change the name, didn’t ACORN do that and the Fabian society (democrats) what’s that saying about lipstick and pigs?

      Report Post »  
    • jakartaman
      Posted on October 8, 2010 at 6:22pm

      I can only hope these new ads cost a lot of Money so these dopes can go out of business sooner

      Report Post »  
    • Eagle07
      Posted on October 9, 2010 at 8:40am

      Darn you let the cat out of the bag.Thats the new name they came up with Crap.com

      Report Post »  
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