President Trump in a tweet early Sunday knocked a new ad campaign by The New York Times.

“For first time the failing @nytimes will take an ad (a bad one) to help save its failing reputation,” the president said.

“Try reporting accurately & fairly!” he added.

For first time the failing @nytimes will take an ad (a bad one) to help save its failing reputation. Try reporting accurately & fairly! — Donald J. Trump (@realDonaldTrump) February 26, 2017

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The Times will run its first-ever advertising during the Academy Awards Sunday evening with a spot titled "The Truth is Hard."

The TV ad, the newspaper’s first since 2010, features voices talking about “truths.”

"The truth is alternative facts are lies," reads one screen, a shot at Trump senior adviser Kellyanne Conway's use of the term "alternative facts" during an interview last month with NBC's Chuck Todd.

"The truth is the media is dishonest," reads another, which appears to be a reference to Trump's repeated assertion that the media is dishonest.

Trump has frequently criticized the Times, knocking it more than any other print publication and repeatedly calling it fake news.

The Times was among several news outlets blocked from attending a question-and-answer session with White House press secretary Sean Spicer on Friday.