N.Y. Times eyes four-color

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The New York Times said that with the completion of its College Point, N.Y., printing plant in 1997, the paper will incorporate daily use of four-color for editorial and advertising. In the first quarter of '97, the paper plans to introduce a new Northeast edition that for the first time will be printed at plants in the Boston and Washington areas.

"It will enable our advertisers to better target our Northeast readers," said Arthur Sulzberger, Jr., publisher. It will also enable the Times to shut down all its printing operations in Manhattan, offer later news deadlines and more flexibility for advertisers to use inserts and locally zoned ads. As part of the changes, the Times could publish up to seven sections daily, up from its current four. Also, Times executives said they expected advertising revenues to grow 5% to 6% next year while circulation revenue grows 6%.

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