Evening Standard introduces full colour with redesign

LONDON – The Evening Standard has unveiled a new design using colour on every page following Associated Newspapers' ongoing £80m investment in its printing presses.

Veronica Wadley, Evening Standard editor, said the paper would be "brighter, sharper and more colourful". Designers have used colours to differentiate sections, with straplines and box-outs in blue for news and comment, red for sport, and turquoise for review.

The business pages employ spot pink on the strap and on boxes. The pages used to be FT-style pink until last year when the paper opted to use the same neutral page colour throughout.

Wadley has also hired two columnists, with former Daily Mirror editor Roy Greenslade arriving from the Telegraph to pen a media column on Tuesdays and sports journalist Matthew Norman returning to the paper with two pieces a week.

The Standard's six-month average circulation has dipped 7.12% over the past year from 356,906 to 331,512. Standard Lite, the free edition launched in December 2004, is now up to a distribution of almost 80,000 copies.

The paid-for edition faces a tougher environment ahead in the shape of a new afternoon freesheet.

Rival publishers Richard Desmond or Rupert Murdoch are expected to compete with Associated to secure the contract to distribute a free afternoon paper from Transport for London, which has just opened the tender process.

Other newspapers to have gone full-colour include Guardian Newspapers' The Guardian and The Observer. Associated's investment in upgrading its presses has also allowed it to increase the share of colour pages in the Daily Mail and Mail on Sunday.

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