Recalcitrant papers join color parade.

This article deals with the trend toward newspaper color in the U.S. The Philadelphia Inquirer's $300 million printing facility, which opened in July 1992, offers targeted geographic zoning, expanded market penetration and, most importantly, high quality color advertising. The color was good enough to bring back the Ford dealers. "The color is absolutely gorgeous," according to Mike Gillespie, executive director of Quality Plus Ford Dealer Advertising, an association of 155 dealers in Pennsylvania. "This is clearly a major shift in how we will be spending our dollars." The Inquirer's inclusion of color ads exemplifies a clear trend in newspaper advertising: Some of the nation's more esteemed newspapers have invested in color presses to meet the needs of advertisers.