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Reliabilty, quality and consistency are attributes long associated with The New York Times. So what happened when Chairman-CEO Arthur Sulzberger Jr. added two new sections and color to the 102-year-old "Gray Lady?"

When the newspaper unveiled its first major redesign in 20 years and introduced color in September, it backed the launch with a new national TV and print advertising campaign from Bozell, New York. The tagline, "Expect the world," mirrors Mr. Sulzberger's mantra that the paper should meet reader's expectations of the Times.

At the time of the introduction, Mr. Sulzberger said the Times wanted to wait to add color until it could be done at "the level of quality expected of the Times." The paper did not want to lose any brand equity because of a changing product, and therefore one of the best known newspaper brands was the last in the industry to add color to its pages. But just because they didn't lead the newspaper color revolution doesn't mean the Times isn't now reaping the benefits.

In the nine months since these changes, the paper has seen an increase in advertising and national circulation. Senior VP-Advertising Daniel Cohen attributes the success to tasteful implementation of color, which was done without compromising the Times' journalistic integrity.

Better quality photos and graphics, particularly on the covers of inside sections, have transformed the paper into a more eye-appealing package. Mr. Cohen also ties increases in ad sales to the addition of new sections, like Circuits, where marketers such as Dell Computer Co. and Compaq Corp. have become regular advertisers.

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