The themes behind Fox Business Network

Rebecca Dana of The Wall Street Journal reviewed papers behind the creation of Fox Business Network’s web site to get an idea of where the business news cable channel might be headed with its coverage.

Dana wrote, “Preparations for foxbusiness.com may offer some insights into Fox’s thinking. In March, Fox contracted Organic, a San Francisco-based online ad agency that is a unit of Omnicon Group, to help develop and build the site. A copy of Organic’s proposal, reviewed by the Journal, suggested that the network heed three main themes: ‘Behind every news story is a business angle’; ‘It’s never too late and never too soon’ to take control of your finances; and ‘From Wall Street to Main Street to Your Street.’ It also said the ‘brand tonality’ of Fox Business should favor business, the U.S. economy, free markets, capitalism, wealth creation, financial security and independent initiative.

“Organic also suggested that FBN target four main types of viewers: ‘the Striver,’ an aspirational, business-savvy viewer who watches CNBC now; ‘the Nest Egg Newbie,’ who has little background in financial news; ‘the Middle-American Main Streeter,’ who is an avid watcher of the Fox News Channel, patriotic and interested in ‘pragmatic, non-intellectualized financial advice’; and ‘the 2nd City Affluent,’ a high-earning, midcareer professional who likes the actor George Clooney, gets his financial news from traditional media and brokerage sites, like Charles Schwab, and will turn to Fox Business for its personal finance offerings.”

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