Truth.
That's the idea behind a new ad campaign being launched by The New York Times. The "newspaper of record" has been the brunt of attacks by the president and by his followers who believe his fake news accusations, which are designed to distract attention from the fake news being disseminated by the White House.
A full-page ad in Friday's Times introduced the campaign, with the tagline "Truth is more important now than ever."
The Times is also running a 30-second ad during the Oscars telecast, at a cost of $1.2 million.
It's part of a two-pronged effort to fight back against the fake news allegations while boosting circulation. Since the election, people searching for truth have boosted the paper's online subscriptions by more than 
270,000.
Other papers are also responding to fake news charges. The Washington Post this week introduced a new slogan, Democracy Dies in Darkness. They are running it immediately beneath the paper's masthead in Page One.
I've seen other papers including the Chicago Tribune use the theme of real news or reliable news in promotional campaigns online to draw new readers.
As we continue to hear rants and charges of fake news from the president and his minions, more people are turning to media they feel they can trust to ferret out the real news from the contradictions and outright lies being fed to us by the administration.
We are seeing more news coverage that corrects wrong information. Many papers and networks are including fact-checks that correct inaccurate statements or put them in context.
This is what we need and what people should use if they hope to have a real and honest picture of what our new administration and our elected officials are doing. We can't and shouldn't rely on questionable reports on websites posing as news but really run by political groups, whether leaning left or right.
Truth is what we need now and what we get from legitimate and credible news organizations like those in the president's cross-hairs.