For quite some time now, Markos has been vocal about referring to the press as "the traditional media," as opposed to "mainstream media" or MSM. Evidently the NY Times is just now catching up.
Here's the dynamic: at this point, the far-right bloggers are using the abbreviation "MSM" and most liberal bloggers are using all sorts of names to describe the press. Markos uses "traditional media," but with all due respect this frame is still too positive-sounding. I've picked up on the use of "corporate media," which I think has more appropriate connotations without sounding too snarky or obnoxious.