"MSNBC.com, the No. 2-ranked news Web site behind Yahoo News, is starting its first branding ad campaign this week. Instead of selling itself as a 'breaking news' destination, as it once did, the site is trying to highlight the range of news and entertainment it offers," the Wall Street Journal reports.

You can see it on the site today: Just below the new horizontal msnbc.com logo is the tagline "A Fuller Spectrum of News." Clicking it brings you to this page, featuring three options: the NewsStream screensaver (in beta), NewsBreaker the game (coming soon) and Spectrum TV, currently a commercial for MSNBC.com.

The slogan will also be used in print, TV, outdoors and online ads in a $4 million campaign, according to the Journal...