Early last month, Gothamist founder Jake Dobkin turned a few heads with some negative comments published on his Facebook page directed at The New York Times.

Dobkin, who had been invited by the Times as a competitor to an internal panel discussion at the paper, lambasted the Times for their "lazy and sleep-inducing" coverage of local news and the paper's "slavish devotion to originality and old-fashioned reporting," among other critiques.

The Times, however, seems to have had the last laugh. On Tuesday, the newspaper took out a full wallpaper ad in the Gothamist, essentially making the local news site look like the Times' front page at first glance. The ad has since come down but a smaller Times ad remains on the top part of the Gothamist homepage. Revenge or a savvy marketing move?

Sources: Gawker