Word: colorations
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Dates: during 1950-1959
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Before the Legionnaires left town, the Star recorded their activities in dozens of color pictures. This is more color than most newspapers use, but they use plenty. The increase in run-of-press color, i.e., in regular press runs as opposed to specially preprinted color, is a major development in U.S. journalism. Moving westward, its importance grows almost in geographical proportion: in the East, 52% of newspaper readers get multicolor dailies; in the Midwest, 87%, and in the Far West...
Rainbow's Reach. Color in daily journalism is not new. The Milwaukee Journal first used run-of-press color in 1891. But such color remained a prohibitively expensive rarity until after World War II, when technical improvements in the process brought costs down to a level that newspapers-and newspaper advertisers-could afford...
Since then, the spread of color has been swift. The Milwaukee Journal, which ran only 346,867 lines of run-of-press color ads in 1946, carried 2,400,344 last year. The number of U.S. dailies using run-of-press color has increased 25% since 1956. Color now appears in more than 800 U.S. dailies. Even small-circulation papers are taking on hue: last year only four papers outranked the Midland, Texas Reporter-Telegram (circ. 17,650) in the use of color advertising...
...rainbow all in the ads. The Nashville Tennesseean uses editorial color pictures daily, the Spokane Chronicle, which can rush through an emergency color job in four hours and ten minutes, at least twice a week...
...Holdouts. The only significant color holdout, in fact, is New York City, which prints more big dailies (seven) than any other city in the U.S. Manhattan papers have shown little inclination to depart from the traditional black-and-white news package, and point, with some justice, to the poor quality and high cost of newspaper color and to reader indifference as reasons for staying in the black. A full-page color ad in the Chicago Tribune costs $6,324.72, v. $4,374.72 for black and white. Color equipment may require an investment of as much...