Newspaper Going Glossy to Win More Share

SAN FRANCISCO—The American newspaper has come a long way over the years, but in order for it to have any kind of future, it will need to continue moving in new and bold directions. The San Francisco Chronicle, for one, seems to be taking a leadership position in that respect.

The venerable Bay Area newspaper will become the first significant general interest daily to print its editions on high-quality glossy paper starting this Monday. According to The Associated Press, the new look is part of the newspaper's plan to provide a more visually appealing product. Theoretically, a glossy newspaper could also be seen as a more viable marketing vehicle by advertisers.

The glossy paper will be used on the front page and on the first page of most sections, along with select inside pages. The Chronicle told the AP that it has secured advertising commitments for the glossy format, but would not provide details. Its newspapers have been printed since July at a new 338,000-square-foot plant built by Montreal-based Transcontinental Inc.