Advertising agencies look for less costly and standardised four-colour ads in daily newspapers

Summary

Colour in the daily newspaper, and especially in advertising, is a familiar and much- discussed topic. It is perhaps appropriate to recall that IFRA, or more precisely its forerunner organisation INCA (International Newspaper Colour Association) was founded nearly 25 years ago to promote the use of colour in the daily newspaper. We all know that newspaper publishers initially set different priorities, or indeed were forced to set different priorities in order to stay competitive. Nevertheless, it has been possible to observe how in recent years colour has begun to play an increasingly important role in the appearance of newspapers. But does this trend also lead to higher revenues in the field that largely forms the basis of the newspapers’ existence, namely advertising? To answer this and other questions, IFRA invited experts from a number of different sectors to participate in a Forum held last May. The following report provides a summary of the major aspects dealt with during this discussion