I have seen an example of matrix
$$A = \begin{bmatrix} 0 & 1 \\ 0 & 0 \end{bmatrix}$$
whose spectral radius is zero therefore the spectral radius is not matrix norm. Why the spectral radius is not matrix norm in this case Is it possible that $\|A\|=\epsilon$?
Define the norm $\| A \|_L = \|V_L^{-1} A V_L\|$ where $V_L = \begin{bmatrix} 1 & 0 \\ 0 & {1 \over L}\end{bmatrix}$.
Note that $\lim_{L \to \infty} V_L^{-1} A V_L = 0$
Addendum:
Note that the above norm is an induced norm. If we let $\|x\|_L = \|V_L^{-1} x\|$ then $\|A\|_L = \sup_{\|x\|_L \le 1} \|Ax\|_L$.
Another addendum (the question changed):
With $U_L=\begin{bmatrix} L & 0 \\ 0 & 1\end{bmatrix}$ show that $\lim_{L \downarrow 0} \|U_L^{-1} A U_L\| = 0$ and $\lim_{L \to \infty} \|U_L^{-1} A U_L\| = \infty$.
Now, for any $r>0$ use the intermediate value theorem to choose some $L$ such that $\|U_L^{-1} A U_L \| = r$.