The New York Observer Ditches Its Trademark Pink Shade (Photo)

The New York Observer Ditches Its Trademark Pink Shade (Photo)

The famously salmon-hued newspaper relaunches today with white pages and a new look

Pink newsprint is going the way of the dinosaur.

The New York Observer, a weekly newspaper covering media and real estate in the Big Apple, hit newsstands today with a radically different look.

For the past 27 years, the publication had a salmon-tinted pigment in its broadsheet pages, but no more.

Also readPeter Kaplan, Editor of New York Observer, Dead at 59


Beginning today, the paper is evolving into a tabloid-size publication, with magazine staples and — most stunning of all — white pages.

Jared Kushner told the New York Times on Wednesday that advertisers were not hot on the old color. “The advertisers for years have been saying their ads didn't look good on the pink,” Kushner explained. “I don't miss it.”

NY1 anchor and newspaper enthusiast Pat Kiernan noted that the paper still had some pink inside for nostalgia sake.

The New York Observer's editors announced the changes, saying they transformed the paper as a “21st-century weekly should: assertive, attitudinal and visually arresting.”

The New York Observer is brighter, cleaner and more modern. It has more photographs, illustrations and pages and a new style section that will be in the paper every week. It has changed a lot. What hasn't changed is our commitment to the best writing and reporting on everything that matters in the most fascinating city in the world.

Check out the paper's new look below:

NYO.0324.Cover.indd