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Article: New York, New York.(Briefs, The New York Sun)
- Article from:
- Crain's New York Business
- Article date:
- April 5, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: edited by Valerie Block
Holding out a ray of hope
When The New York Sun began publishing two years ago this month, people questioned whether anyone would read it. The big question now is whether advertisers will buy enough pages in it.
The paper's circulation, at about 55,000, is higher than expected, says co-founder Michael Steinhardt. But advertising is running "more than a little behind plan,'' he says. He reckons that the paper will need 100,000 readers and four times more ads than it has now in order to break even. Initially, investors thought the paper could make money with a circulation of 60,000.
To make up for the lack ...