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The Uncut ArchivesGrey Lady would like to have a word.

The New York Timesis launching a new ad campaign around "The Truth," its first major TV marketing effort in more than a decade.

The first ad will debut during the Academy Awards on ABC this Sunday.

The ad addresses all the noise around modern media, particularly the arguments around bias and alternative facts.

Following the announcement, Donald Trump shared his thoughts on Twitter regarding the commercial. "For the first time the failing @nytimes will take an ad (a bad one) to save its failing reputation," he wrote Sunday.

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The president's attacks against the news media have been wide-ranging, but the Times has been among the most vilified news outlets, with Trump repeatedly calling the outlet "failing."

The paper has published some of the most deeply reported journalism about the Trump administration, much of which has cast the president in a negative light.

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A marketing push makes sense for the Times, as the paper has enjoyed a surge in subscriptions following the election.

The Timesnoted in a press release that the focus of the ads on the importance of truth and journalism is the result of research indicating that many people are not aware of just how exhaustive the paper's work can be.

"The campaign is in direct response to research administered by The Times that suggested that some people are not fully aware of how Times journalism is created," the release stated. "Specifically, the research found that some people do not realize all that goes into having reporters out in the field, in hard-to-reach places, covering complex topics."

UPDATE: Feb. 26, 2017, 7:08 p.m. EST Donald Trump tweeted in response to the New York Times' announcement on the morning of the Oscars.

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