NEW YORK — WWD has started the New Year by implementing a change in its look: The newspaper is now being printed on a brighter, whiter, heavier stock.

On Tuesday, WWD began using alternative offset paper, an upgraded product that takes and holds ink better so it smears less, and shows truer color than was available on the previous newsprint-quality paper. Black-and-white photographs also show more depth, resulting in sharper images.

The heavier, 35-pound stock is more substantial and stiffer that the old 28-pound paper. “We are in a visual industry,” said Stephanie George, president of WWDMedia Worldwide. “The reproduction of editorial and advertising is exceptional, and this represents the commitment of [our parent company] Advance Publications to improve the overall quality of WWD.”

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