Not content to let Stephen Colbert and his Late Show contingent have a higher profile heading into the Dishonest Media Award season, The Daily Show with Trevor Noah joined in the "For your consideration" festivities today by launching their own print campaign to curry President Trump's favor come trophy time. "And I, of course, don't want to get snubbed".
At a time when he's in open warfare with Steve Bannon, when he's under fire for telling Kim Jong-un that he has a bigger nuclear button, the former reality show star is going to turn the tables on an industry that honors good journalism with Pulitzers and Emmys.
Trump initially announced his intention to name "THE MOST DISHONEST & CORRUPT MEDIA AWARDS OF THE YEAR" (all caps emphasis his) on Tuesday, January 2 - the same day he fired off multiple confounding tweets, including an alarming threat at North Korea that was apparently prompted by a segment on Fox News.
The commander-in-chief tweeted last week they'd be given out Monday and "cover Dishonesty & Bad Reporting in various categories from the Fake News Media".
Noah, however, has some stiff competition as Stephen Colbert of CBS's The Late Show also launched an ad campaign to bag one of the so-called #Fakies.
Mr Trump hit back on Twitter, writing: "I think [I] would qualify as not smart, but genius.and a very stable genius at that!"
I don't think this wins the president a single vote or advances his agenda a single inch.
Colbert also tweeted he was "so excited" for Trump's announcement, and he looked forward to seeing CNN host Anderson Cooper "on the red carpet". Trump's media dishonesty awards will probably be a blip, but he'll undoubtedly enjoy every minute of coverage they generate.