Earlier quoted context omitted.
For more than a decade, this company has been publishing their hashes in the NYTimes classified ads: http://www.surety.com/digital-copyright-protection/prove-own... (some cryptokiddies have tried to claim it as "the world's first blockchain" https://btcmanager.com/finding-the-oldest-blockchain-in-the-... apparently not understanding how much it undermines the case for wasteful proof-of-work blockchains if a classifie…
Okay, and what happens when I run a phony ad next to this one in the New York Times? What happens when I bribe the guy at the Times to accidentally use my hash rather than theirs? It’s a cute gimmick, I’ll give them that.
When you publish your phony ad in the NYTimes, you also prove that this phony ad existed at the date the NYTimes was published.
This company probably buys one edition of the NYTimes with their add and check if the NYTimes published the correct hash, if it is wrong they will run an other add the next day with the correct hash the next day. Now they only prove that the hash existed the next day.