You'll need to a careful look at this print campaign by the Columbia Journalism Review, which ran in Friday's New York Times, to get its meaningful message.

At first glance the ads appear to be a series of artsy black-and-white images of people reading what appear to be a traditional daily newspaper. But upon closer inspection of the header, you'll see they are actually reading stories from a host of radically unsubstantiated sources, including: "Some Guy's Blog," "Retweets From Strangers," and "Dad's Facebook Posts."

The campaign was created by TBWA/Chiat/Day. As well as running in the New York Times, it is running in the Spring/Summer 2018 print issue of CJR, The Jobs Issue, which hit newsstands this week.

The Columbia Journalism Review is the latest in a line of media, including The New York Times, CNN, Wall Street Journal and the Atlantic, to assert its authority and trustedness as a news source in an era of fake news and "alternative facts."