New York Times readers called the paper out on social media Monday, after noticing this awkward placement for an iPad Air advertisement on the site’s front page:

Oof.

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The Times eventually removed the ad, though it remained on the page for “several hours,” according to Ad Age:

A spokeswoman for the Times had this to say about the ad: "It was an unfortunate coincidence that this particular creative ran adjacent to that particular article. The ad was taken down by mutual agreement and we are still determining a resolution regarding placing the ad again."

The placement harkens back to an maladroitly placed ad for pressure cookers next to a Boston Bombing Story in the Minneapolis Star Tribune.

In the market for more unfortunate juxtapositions? BuzzFeed compiled this list of 101 regrettably placed ads in 2011.