The New York Times has these ads running around town right now. I know people who find the NYT motto "All the news that's fit to print" unbearably arrogant, but as a mission statement I think it's excellent. It's ambitious and bold and...oh yeah...it's about their desire to cover the news.
These ads, on the other hand, are just narcissism. As though, for some reason, the New York Times wants to position itself as the Paris Hilton of news organizations.