Fox News unveiled a redesign of its website yesterday to highlight more non-hard news and politics coverage to its audience coming to the homepage and provide more “brand safe” content to advertisers, said Porter Berry, evp and editor-in-chief of Fox News Digital.

Three advertising agency executives who spoke with Digiday said these changes have the potential to draw in new advertisers and budgets. They declined to share if their clients were currently advertising on Fox News’ sites.

Two ad buyers that spoke with Digiday said Fox News’ move to make content other than hard news and politics more accessible on the site can help draw in more advertisers. (Fox News isn’t the only news outlet to recently invest in other coverage areas.)

Stacey Stewart, UM Worldwide’s chief marketplace officer, said the agency partnered with NewsGuard — which rates the credibility of news and information websites — last year to provide clients with a tool to pinpoint “responsible journalism” outlets. NewsGuard rated Fox News’ site 69.5 out of 100: with their rating of “credible with exceptions.”

Read more in Digiday.