Some media pundits suggest that, as the new owner of the Wall Street Journal, Rupert Murdoch has set his sights on taking down the New York Times, or at least giving the paper a run for its money. So it was with no doubt some glee that the Times was able to report that the WSJ is a bit more thin skinned than Murdoch would have you believe.The Times yesterday reported on a parody of the WSJ, My Wall Street Journal, created by Tony Hendra and with contributions from Andy Borowitz, Richard Belzer and Terry Jones. Apparently, the WSJ wasn't too keen on the tabloid format send-up and actually sent people around the city trying to snatch up copies before they landed in the hands of the general public. Or as the Times cheekily put it: "It seems someone at The Wall Street Journal really likes a biting new parody of the paper - likes it enough, in fact, to leave at least one newsstand with no copies remaining for anyone else to buy."Media spat aside, it is also interesting to see an attempt at a one-off publication like this, particularly in the age of the internet. Fishbowl NY explained the business model:The goal is to break even and, ideally, make money on the printing. "The business model is pretty simple, Hendra says. "Sell a lot of them." Manhattan Media will be "well into break even territory" if half of the 200,000 available on newsstands are sold (an additional 50,000 will be sold in bookstores). At $3.95 per paper, the company will gain almost $1 million in revenue - an amount Murdoch "loses on the New York Post before lunch," Hendra jokes - if the print run sells out.They are even available at Amazon, sold as a "Single Issue Magazine."