The NY Times current marketing slogan is “Truth.  It comes at a cost.” Hard to believe they put this on their ads because it sounds like they are saying “We sell an expensive product”; presumably with gains to subscribers that make the costs worthwhile.  However, I also read it as an unconscious post-election awakening.  “A large part of the country really does support Donald Trump.  We denied it and evaded the implications.  But the truth came out anyway on November 8.  And it cost us a lot in terms of what we believed, what we thought was true, and what made us comfortable”.