THE SKY IS THE LIMIT (PITTSBURGH) was an event in which a series of messages, “Everything Must Go,” "All Sales Final" and “Space Available” were written by a skywriter over Pittsburgh. These messages, when positioned in their usual context as signs in storefront windows or on billboards, are both exciting and portentous, indicating big sales but also possible business closings. When loosed from their paper signs, they evoke open-ended poetic phrases, suggesting the promise of new opportunities. As fleeting marks in the sky, these words make their mark and then fade back into air. These same expressions were reproduced inside ad space in The Pittsburgh City Paper, also pointing to the changing nature of the newspaper industry.