The New York Times

"The Gray Lady."

"Our nation's newspaper of record."

"All of the news that's fit to print."

But they were printing fewer and fewer copies – losing circulation and relevance on a daily basis. They need to remind their readers, would-be readers, former readers and themselves what The New York Times stands for in a sea of rumor mongers, amateur bloggers and cable...cough...news.

The highest compliment I've ever received as an advertising writer is when the CMO said she had taken the ads down to the bullpen and passed the work around. The reporters only wanted to know one thing - who on their staff had written the ads.