KNIGHTSTOWN, Ind. — Like Dorothy floating over the rainbow into Oz, Farm World newspaper has entered a new world of vibrant colors.

Farm World recently acquired a Quad-Stack 414+4 color press. This web press will allow the newspaper to print more color pages each week; plus the quality of that color will be better than anything anyone else has in the industry.

“Since the paper was launched more than 50 years ago, every decision has been led by the guiding principle of providing the best customer service for our advertisers and subscribers,” said Publisher Richard Lewis. “It’s no secret that color grabs the attention of our readers. Providing the best quality color available is another way we can meet the desires of our customers.”

The Quad-Stack 414+4, manufactured by Web Press Corp. of Kent, Wash., is designed to provide excellent four-over-four color print quality for newspapers. The press is compact - about 10-feet smaller than similar four-color presses made by its competitors. Farm World’s investment into the new press is approximately $300,000.

Pressroom Manager Steve Johnson, who has been printing Farm World every week for more than 33 years, was pleased to see his new toy standing next to the pressroom’s Christmas tree.

“By far, this is the best piece of equipment we’ve ever had in this pressroom,” Johnson said. “I think our readers will see the difference in our color-print quality right away. We’re very excited about this.”

The key component of the Quad-Stack is its patented Universal Printing Module. This module is a compact printing unit that prints a single color on both sides of the paper. Four modules are placed on top of each other to create the high-quality color reproduction. By adding the Quad-Stack to Farm World’s existing web press, Johnson said each section of the paper now has the option of getting bigger.

Before, the maximum number of pages Farm World could print in a section was 40 - now a section can be 56 pages.

“This will open up many new options for products we publish,” Johnson explained.

Lewis and Farm World Advertising Manager Toni Hodson added that the paper has expanded its advertising options. Inexpensive color advertising in Farm World complements the high-glossy advertising available in the newspaper’s monthly Marketplace magazine.

“We can really offer our advertisers the best of both worlds now,” Hodson said. “We can offer top-quality, inexpensive color every week in Farm World, and we can offer glossy, full-color advertising with staying power in Marketplace. Both will complement our well read classified and auction ads.

“Our goal has always been to bring buyers and sellers together for good deals on quality equipment. The new color press will only help us accomplish our mission.”

The color press will not only spice up advertising, but it will augment news photos, too.

“We receive a lot of positive feedback from our readers about the color pictures that are in our paper, now,” said Farm World Assistant Editor Megan Kuhn. “The new press is really going to bring these pictures to life. The pictures of our recipes are going to make your mouth water.”

The new color press comes on the heels of the launch of the newspaper’s new website www.farmworldonline.com Kuhn said readers should compare the paper’s photos to the website’s images.

“We publish the original images of photos in our newspaper in a gallery on the website each week,” she said. “When you compare these images to the photos that appear in the newspaper, you won’t see much difference.”

Kuhn encourages readers who have interesting or heart-warming photos to send them to the newspaper.

“We’re always looking for uplifting photos that are going to make our readers smile,” she added. “The new press is going to show those emotions even better.”

This farm news was published in the March 1, 2006 issue of Farm World.