[development] hook_menu vs path alias Drupal 7

Hi All, I am developing a site in Drupal 7. I have a node with alias /article/hello I also have a hook_menu with "/article/hello" path registered in my module. When i access the path in browser http://localhost/article/hello it shows the node instead of calling "my_custom_function". $items['article/hello'] = array( 'title' => 'Hello World', 'description' => 'Hello world', 'page callback' => 'my_custom_function', 'access arguments' => array('access content'), 'type' => MENU_CALLBACK, ); I want 'my_custom_function' to get called. Appreciate your help. -- :DJ