New York Times publisher Arthur "Pinch" Sulzberger has been working up his aggressive gumption lately, which he'll need to win the newspaper war with Rupert Murdoch, who is a genuine surly bastard. Pinch, lesson one: Don't cuss at Murdoch employees.

Keith Kelly—media columnist for the NY Post, owned by Rupert Murdoch, thank you—totally burns Pinch by putting this friendly convo in the newspaper:

When Media Ink sauntered up to the Gray Lady's boss at the pre-dinner cocktail reception, and said jokingly, "I guess we're both a little grayer since the last time we met in person," Sulzberger responded, "F**k you! You may be grayer. I'm not."

Total burn! Can the New York Times Co. survive the shockwaves that this linguistic outburst is sure to generate amongst the "chattering classes?" We must say though Pinch, this new and more manly pose suits you. It rallies the troops; it makes you seem like one of the guys. It promotes testosterone production. It shows the little "blog" snots a thing or two about standing up for oneself, in the real world. It makes us admire you, frankly. Let's go bowling. Email me.

[Pic: AP]