Could the MSNBC slogan that launched a hundred Fox News barbs and late night jokes be on the way out?

BuzzFeed noted Tuesday that the liberal cable net’s widely mocked (on the right, at least) “Lean Forward” slogan is missing from its latest round of TV promos for the new msnbc.com website.

In all, MSNBC debuted five new spots to introduce people to the new site—MSNBC and NBC News finally parted company online this year—and the “Lean Forward” branding isn’t in any of them.

“News that MSNBC’s principal slogan is missing from the latest ad campaign could merely mean that the network is slowly evolving away from “Lean Forward.” But the ads, coupled with the fact that the motto is nowhere to be found on the new website, could be a sign that the tagline’s days may be numbered,” BuzzFeed’s Dorsey Shaw writes.

Read More: BuzzFeed

Brief Take: After standing by the “Lean Forward” branding in the face of intense criticism, MSNBC can’t be too obvious in pivoting away from the slogan. A quiet phase-out is the only way to ensure the network isn’t seen as agreeing with its critics.

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