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Earlier that month

Earlier that month, the Daily News flipped the turn on the third of three late $200 million high-speed presses. The newspaper can these days imprint on occasion individual of its pages in color.

Next month, a late photo rewriter purposefulness make one's appearance from London with a blanket mandate to assist fashion photography sections and stand-alone supplements that readers purposefulness start to manage about the unexpectedly.

In the mid-point of the worst downturn the newspaper determination has known, Daily News P Mort Zuckerman is remaking his quotidian tabloid. He plans to convey it no hope to its “picture paper” roots while giving it the in style look of European papers, whose eye-popping color blowups usually compare with those in sumptuousness magazines.

At the constant speedily, the changes purposefulness consideration marketers to manage their ads integrated into the paper’s pages in fearless late ways and with the gloss that high-end grades submit.

“We are customary to be clever to do accessories which we were not clever to do,” Mr. Zuckerman says. “We beget had to to some exhibiting settle [in brand-new years], but I contemplate we’re customary to get that damned, damned quick.”

News Editor-in-Chief Martin Dunn already is planning some of the projects he’ll be engaged on with the late photo rewriter, Gretchen Viehmann, a quondam New York Post photo rewriter who max newly was deeply of measure ingredients at London means Rex Features. Mr. Dunn declines to stipulate what the late sections purposefulness be, but points short that the newspaper has had outcome in the whilom year with souvenir supplements those someone is concerned President Barack Obama’s inauguration and the Yankees’ World Series quelling.

“The late year purposefulness convey substantive changes,” Mr. Dunn says. “They purposefulness be fast to the Daily News mark, but a modernized idea.”

The late presses are already making a modification, according to News Chief Executive Marc Kramer. Since it launched in October, the “Your New York” fraction is doing on typical 33% improved in ad profits than what the Sunday “Now” fraction did in 2009, he notes.

The shoe is precisely partly to color ads from companies Mr. Kramer says the News could on no account beget attracted once, including American Express Vacations and South African Airways. In besides, tabloid stalwarts Modell’s Sporting Goods and Macy’s beget upped their spending.

“If you look breakable, more folk give out publicity,” says Gregg Truman, iniquity president of negotiating at South African Airways.

Yesterday’s in dispute today

some media observers beget their doubts on on occasion side the blueprint. They stipulate that the News is fighting the concluding war—that improved color spawning purposefulness at tucker tardily the paper’s as readers and advertisers proceed their slog to the Web.

“Color presses are an rebuttal to an early obstreperous,” says Mike Simonton, a media analyst at Fitch Ratings.

The numbers are not encouraging. The News’ typical weekday diffusion, more than 700,000 in 2004, was down to 544,000 copies in the six months ended Sept. 30, according to the Audit Bureau of Circulations. Ad profits has too fallen.

Mr. Zuckerman concedes that the once-profitable newspaper destroyed wealth in 2008 and purposefulness terminus 2009 in the red as without doubt.

But he too insists that some diffusion losses are tied to changes in ABC rules that outlaw the counting of promotional copies. He too points short that newsstand sales in the New York trade in literally rose 2%, or 6,400 copies.

Mr. Zuckerman, known particularly as a right holdingPooh Bah, adds that the News has summarize costs. Its newsroom is down to on on occasion side 300 staffers, down roughly 100 from six years ago. More portentous, he believes that the newspaper is on course to put together wealth in 2010. And he sees the improved color origin the door to higher substitute prices, which would assist countervail destroyed ad profits that may on no account into no hope.

“There is customary to be a rebalancing of the profits spurt, with more of it borne about the readers,” Mr. Zuckerman says.

In besides, it looks the News may contention beneath guerrilla from longtime compare with the New York Post. Owner Rupert Murdoch is launching a New York fraction someone is concerned The Wall Street Journal as he battles The New York Times, and may not be bending to waste more wealth on the Post, which is rumored to bow to more than $70 million a year. (A Post spokeswoman did not come back to a call someone is concerned view.)

Some longtime newspaper observers stipulate that notwithstanding the migration of ad dollars to the Web, it quietly brews quick-wittedness someone is concerned Mr. Zuckerman to seat in his paper’s imprint version.

“As portentous as the Internet is, 90% of [the newspaper’s] profits move towardss from the imprint commodity,” says unallied analyst John Morton. “That’s what requirements to be protected.”

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