Demand From AdvertisersNewspapers charge a premium rate for color advertising. However, it was back in 1977 when color photographs started appearing regularly in daily newspapers. Typically they were heavily censored by the government and reported only foreign news, and current prices. Next month, to accommodate advertisers, The Tribune will triple the number of pages printed in color.

USA Today, the first national newspaper with color as a central part of its identity, has had a broad impact. On other pages, which were printed only in black and white, he said, ad space was empty. However, it was back in 1977 when color photographs started appearing regularly in daily newspapers. Readers respond, she said, not just to news content but also to the mood communicated by use of color tints and similar devices that have remade the way newspapers look.Some newspapers even found readers' resistance to change far less potent than some had predicted. There are daily (365) weekly (52) and monthly (12) newspapers.

Although the newspaper's design is sometimes denigrated as cartoonish, USA Today is widely admired in the industry for setting a high standard of color reproduction. The Washington Post, which can print only feature sections and some advertisements in color, is considering whether to invest in equipment to move toward full color in its news sections, according to the newspaper's executive editor, Leonard Downie Jr.There are still plenty of traditionalists who say there is no need for color in news accounts and some who argue that color detracts from the news.

Taylor said he got regular pressure from his business employees, who wanted color in the daily newspaper to increase sales on the street.For the time being, he said, he is not relenting.

In one test by the Newspaper Advertising Bureau, color and black-and-white advertisements were placed in newspapers around the country promoting offers for products like polo shirts and screwdrivers. "It doesn't look like the paper I'm used to," he said. "In the early 80's, when we first started to do this, there was this view that it's not serious," said Ann Hirst, who advises newspaper editors on how to use color. And more persuasive, to an industry worried about its future, the younger the readers, the more they wanted color: 90 percent of readers who were 18 to 25 said they wanted it.But the fight has not been waged only with statistics. And the brazenly colorful USA Today started publishing in 1982, accelerating the move to color, which, journalists say, has given them new ways to communicate.Newspaper companies have invested billions of dollars in color presses in recent years. “Advances in the technology came in 1910, with the development of two- and three-color printing processes.

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