Time Magazine hired a real graffiti artist to deface a billboard, drawing attention to the magazine's role as an commentator on art and popular culture.
The magazine hired Fernando Carlos (known in the graffiti world as Cope2) to tag its billboard. The New York Daily News interviewed Cope2 and a local politician who was appalled that Time would legitimize anything to do with graffiti.
"Time magazine should have spent its money rewarding legitimate artists, not some punk whose (sic) been defacing our city," the paper quoted councilman Peter Vallone.
The cheque for spray painting on the billboard? $20,000.
Update: On reflection, "defaced" is the wrong word to use in the headline. I just thought using "tagged" might be confusing, because of the common use of "tag" to describe search terms for weblogs.