Should New York Be Called New Amsterdam Again?

Ok, we're going to take a sidestep and talk about newspapers for a second.

So the Wall St. Journal is going to start selling advertising on their front page one-upping (or one-downing) The New York Times (the NYT began selling ad slots on the front page of their Business Section months back).

I can hear the reps at the WSJ now "Hey Joe...me take insertion order from you long time...". I wonder if Mr. Crovitz at the Journal realizes he's going to need new business cards which change his title from Publisher to Pimp.