Some think new name.

A while back in the New York Times, I ran across a printed black rectangle with the words "Some think new name." printed (in white) in the top left hand corner. I had no idea what it meant, but posted it on my door because, well, it was odd and intriguing. Today I was looking at it and decided to do a Google search on the phrase. Not a hit to be found, nor was there one on Bing, nor on the NY Times web site.

Anyone have a clue as to what this is/was?