Reverend Al Sharpton issued a call to the city Tuesday to stop advertising in the New York Post, despite an apology today by News Corp Chief Executive Rupert Murdoch over the controversial cartoon that appeared in last week's paper.

"Last week, we made a mistake. We ran a cartoon that offended many people," said Murdoch in a statement in Tuesday's paper. "Today, I want to personally apologize to any reader who felt offended and even insulted."

"I can assure you - without a doubt - that the only intent of that cartoon was to mock a badly written piece of legislation," continued Murdoch. "It was not meant to be racist, but unfortunately, it was interpreted by many as such."

The cartoon showed a bullet-riddled chimpanzee with two police officers standing over it. One officer is saying, "They'll have to find someone else to write the next stimulus bill."

The cartoon sparked outrage and protests among many who said it compared President Barack Obama to an ape.

Murdoch also promised the paper will seek to be more attuned to the sensitivities of the community.

Yet Murdoch's comments did little to assuage Sharpton's anger; he led a protest Tuesday at City Hall attended by City Council members and other community leaders.

"We should shut that racist rag sheet down!" said Brooklyn Councilman Charles Barron at the rally.

Attendees said the Post has to do more than issue an apology.

"The tactics of civil rights are to not just get apologies, but to get a fair and even policy," said Sharpton. "And we're sure that people that talk 'fair and balanced' can come up with fair and balanced policies. So the apology, I hope, is the beginning of the conversation, not the end. "

"We are currently planning for dozens of actions in dozens of cities across the country," said NAACP President Benjamin Jealous. "Our members will be protesting outside their local Fox affiliates, to say, 'Join us in this moment of reconciliation in sending a moment with your boss that he needs to deal with this problem.'"

Until then, they are continuing their call for a boycott by readers, advertisers, and the city.

Sharpton said he will meet with the Federal Communications Commission on Wednesday to urge the agency to review waivers its issued to the New York Post's parent company, News Corp, allowing it to own more than one television station and newspaper in the city.

Mayor Michael Bloomberg was more willing Tuesday to take Murdoch on his word.

"The right thing to do is to say, 'Look, this is what it meant, I'm sorry if they took offense,'" said Bloomberg. "And then yes, I think we have to get on. Hopefully, we've all learned a lesson."

Council members say they will also be introducing legislation calling on the paper to publish information like its employment numbers and diversity numbers.

More protests are scheduled around the country Thursday.