Trinity steals a march on tabloid rivals as full-colour Mirror goes live

Trinity Mirror has claimed a win in the race to full-colour among the red-top tabloids as its press installation programme leapt ahead of schedule.

The publisher claimed to be "the first popular tabloid to market with full colour", after completing the MAN Roland upgrade programme at its Watford plant, the final site to go live as part of the full-colour strategy.

Tuesday's (11 December) Daily Mirror was roughly two-thirds colour, while the 88pp Sunday Mirror included 48 full-colour pages. A 100% switchover to the new presses is planned for early 2008.

The publisher has made changes to staffing, shifts and training to help maximise performance and benefits at the sites.

Mirror Group managing director Richard Webb said: "The installation programme is ahead of schedule and we are able to offer additional colour now, much earlier than we expected.

"Being the first popular tabloid to market with full colour is further evidence of our commitment to delivering best-in-class newspapers."

The announcement follows news that the Daily Mirror is set for a redesign, tipped to be led by Spanish design firm Cases Associats.

Trinity laid down its roadmap to full-colour back in mid-2005 as it stumped up £83m to take its five national titles to full colour. Chief executive Sly Bailey had expected the investment programme to "steal a march" on competitor News International's £600m full-colour drive "at a fraction of their cost".

The Mirror editions also roll off KBAs at Cardonald, Wifags at Oldham and Goss machines at Teesside and Birmingham.