During the Academy Awards, Americans were subjected to an unintentionally hilarious commercial created by the New York Times called "The Truth:"

TruthRevolt's Trey Sanchez described the commercial at the time:

Capitalizing on the Trump administration sound bites of “fake news” and “alternative facts,” The Gray Lady's ad used a static white background with the words “The truth is…” displayed on the screen. One by one, voices say, “The truth is the media is dishonest.” “The truth is his refugee policy is a backdoor Muslim ban.” “The truth is we need a full investigation of Russian ties.” “The Truth is alternative facts are just lies.” The audio increased in pace and cachophony as voices mixed in faster and faster until you can barely make out what’s being said and then it goes quiet to reveal, “The truth is hard.”

Then more additions: “The truth is hard to know.” “The truth is more important now than ever.” 

Finally, there’s a prompt at the end to let you know where to find the truth: “The New York Times.” (Of course.)

But the NRA fought back. First, they published an ad that mocked the New York Times's claims.  

The NRA ad copy reads:

"The New York Times placed an ad during the Oscars to tell us that the truth is more important now. But why now? The truth is that the truth didn't matter to The New York Times then as much as now—because as long as liberals were "progressing," the truth was depressing. America has stopped looking to The New York Times for the truth, now more than ever. The times are burning and the media elites have been caught holding the match."

But the Times denied this was a fair critique, saying their "commitment to the truth isn't new" and their news is "deep and rich."

As you might have predicted, NRA national spokesperson Dana Loesch wasn't going to let that go.

She concluded:

"We are going to 'fisk' the The New York Times and find out just what 'deep and rich' means to this old gray hag, this untrustworthy, dishonest rag that has subsisted on the welfare of mediocrity for one, two, three, more decades. We're going to laser-focus on your so-called 'honest pursuit of truth.' In short, we're coming for you."

How much more can the war between the New York Times and the NRA escalate?  I bet we've only seen the beginning.