Actually, having been in the business, advertising is the key. Don't cancel your subscription to the newspaper - they don't make any money on subscriptions. They make money from ads. To be effective in your protest, look through the newspaper and see who has the biggest, or the most ads. Then write a letter to those companies telling them that you will no longer patronize their stores, buy their stuff, etc., if they continue to advertise in a publication that would so blatantly disregard common sense and compassion that they could have shown. Tell friends to do the same. THAT is how to seriously hurt them where it counts. If you want, cc a copy of your letter(s) to the newspaper, too, to the attention of the publisher.