Vampire Weekend — the band of preppy clothing and Afro-Pop — made people turn to old media so they could release their album title in a positively viral way. This morning the band tweeted: 

And, sure enough, Pitchfork went ahead and found the ad in the "Notices & Lost and Found" section of today's New York Times

Note the entry for "Modern Vampires of the City." Just an hour after that original tweet the band shared a link to their website which has the album art anda new track listing: 

So how does it compare with the fake album cover music writers fell for last week? Well, it's a lot moodier, but, naturally, their signature font is still around. The album is due out in May.