By: Lucia Moses
It’s no accident that the tagline of The New York Sun‘s new $800,000 advertising campaign, “Expect a different point of view,” recalls The New York Times‘ slogan, “Expect the World.” Since its founding almost a year ago, the Big Apple’s newest daily has promoted itself as a neoconservative alternative to the Times.
The Sun remains small despite circulation growth — it reports unaudited circulation of more than 25,000, 40% of which came after the Sun halved its cover price in November, to 25 cents from 50 cents. But Founder, President, and Editor Seth Lipsky contends that hitting 100,000 in circulation isn’t “out of the question.”
His confidence comes from Sun market research indicating readers, Times fans or not, like the idea of having another local paper with a different point of view. “There’s just a population in this town that really likes newspapers,” Lipsky said.
Executives at the broadsheet said they’re gratified by the paper’s acceptance by strong local advertisers, such as Gristede’s supermarkets and Janovic/Plaza Inc., a home-decorating company. The Sun offers an “affordable way to reach upscale, educated readers in Manhattan,” said Allyson Nemeroff, display advertising manager.
The paper’s 15 or so investors, which include press lord Conrad Black of Hollinger International Inc., aren’t likely to see any return on their investments anytime soon. Break-even “is going to take a period of years,” said William Kummel, the Sun‘s chief operating officer.