The Daily Mirror surprised readers - and even stumped Radio 4 presenters on the channel's Today programme - by changing its title to exclude the 'L'.
Thursday's Daily Mirror
The joke, for those who are stumped by editors' latest witticism, is that there is no 'L' - or 'noel' - in today's copy of the paper.
It took some people a while to cotton on, with BBC journalists presenting the corporation's flagship current affairs show floundering as they grappled to explain it.
Most social media users, though, were overjoyed at the pun.
Others just thought the joke was a lump of coal.
Editors followed it up with their own, slightly painful, version of 'The First Noel', featuring staff singing the much-loved Christmas carol clad in festive costumes.
Zoe Harris, Trinity Mirror’s marketing chief, said the missing 'L' move was a “creative way” to say Merry Christmas by using the “surprisingly vocally talented editorial team”.
“The activity also reinforces the Mirror’s intelligent approach whilst showing the disruptive power of our media," she added.