Crossword Genius

Not the cost of living apparently (5,4)

Ross

I believe the answer is:

death rate

I'm a little stuck... Click here to teach me more about this clue!

'not the' is the definition.
I can't tell whether this defines the answer.

'cost of living apparently' is the wordplay.
I cannot quite see how this works, but
'cost' could be 'rate' (rate is a kind of cost) and 'rate' is found within the answer.
'living' could be 'death' (death is a kind of living) and 'death' is present in the answer.
This accounts for all the letters.
This may be the basis of the clue (or it may be nonsense).

Can you help me to learn more?

I've seen this clue in The Globe and Mail.
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