Stations rebrand by adding and dumping slogans

Pithy, catchy and sassy.

Yet sage, serious and self-reverential.

That's the principle powering "News Slogans 101."

Classics ? "Taking the Lead," "Coverage You Count On" and that political season favorite, "Our Coverage Gives You Stronger, Longer-Lasting Elections." (For elections lasting longer than four newscasts, consult your physician. ... Only kiddin', kids.)

Onto Vegas slogan updates: Channel 8 just shelved "Eyewitness News" in favor of "8 News Now." Why?

" 'Eyewitness News' has been around since the '60s and I don't think it means anything anymore, it's not a very clear identifier," says news director Ron Comings. "We figured, 'Everybody knows us as 8, so let's be 8.' " The "Now," Comings adds, addresses a "three-screen strategy" -- plugging their 24/7 news availability on air, online and on mobile devices. "We're sending a message appropriate to what's going on with news consumers," he says.

Thumbs up for going thumbs down on "Eyewitness," a cobwebbed relic whose bones belong on display at the Museum of Natural TV History.

Modern sloganeering -- "branding," in corporatized lingo -- apes child psychology: Kids are mesmerized by shiny toys, adults by shiny sayings. Catchphrases catch fire over how well they seduce both the ear and the brain, or fizzle if they've got that certain silly something we'll call the Ridicule-ability Factor.

"8 News Now"? Short, snappy, good alliteration on the back end. There's a modest ridicule-ability factor -- "8 News Now" as opposed to what? "8 News When We Get a Moment"? -- but it's refreshingly simple, devoid of media pretentiousness that rankles some viewers. And one request, Ron: If you're "8 News Now," please spare us reporters live on the scene! of news that was over seven hours before "Now."

Meanwhile, "Watching Out For You" is no longer declaring that we helpless/hapless/hopeless viewers require protection by our News-3 nannies. The condescending catchphrase has been banished on-air and is slowly phasing out of their Web site. Says GM Lisa Howfield: "It served its purpose. We thought, 'Why beat ourselves up trying to be ''On Your Side'' or ''News That Matters''? Some of the best newscasts in the country, like KOMO in Seattle and (L.A.'s) KNBC don't have slogans. If you have a quality, honorable newscast, it can stand on its own. Let's stop being cute."

Kudos for killing "WOFY," the crown jewel of ridicule-ability. And yes, they're slogan-less as a single station, but not as the hub of a statewide wheel: Their "Nevada's Information Network" motto flacks their resource-sharing with sister stations in Reno and Elko. "We have sources throughout the state that make us unique," Howfield says.

No ridicule-ability, but "NIN" is more stately than snappy -- nine whole syllables! -- and less likely to stick to the brain. Also, while it trumpets a statewide news reach, it leaves competitors free to insinuate that they're not laser-focused on Vegas.

Notice that no one is fair and balanced. Slogan-wise, we've reported. You decide.

Contact reporter Steve Bornfeld at sbornfeld@reviewjournal.com or 702-383-0256.