Insert sunset pun here

The New York Sun could shut its doors by the end of the month if it doesn't find a quick cash injection.

Unlike many other beleaguered papers, the Sun is not blaming ad sale declines for its current straits. Editor Seth Lipsky noted in an editorial that the Sun was, "one of the few newspapers in America to see substantial increases in print advertising revenues not only last year and the year before but also so far this year." He pointed, instead, to the climbing costs of paper, ink and oil (distribution) as reasons for the Sun's possible demise. Expenses are simply exceeding revenues at the 6 year old paper.

Direct mailers, I'm sure, are feeling a similar squeeze; how does one keep up a respectable ROI when the "I" is climbing through the roof?
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