Help, my iPhone app made it into the New York Times, what now?

So I have this app that has been steadily bringing in a tiny amount of passive income & then suddenly today I saw a huge spike in sales. I googled around a bit & it seems my app has made it into the paid Top 100 & the NYT has mentioned it.

My dilemma: this attention comes at a pretty bad time, because I'm working on a new venture & I really need to focus on that one.

Should I focus on the new venture & let this spike die out? Or should I try to use this spike in media attention now, & if so: how? I'm torn between long-term focus & short-term profit.