Outliving expectations from the newspaper industry, The Moscow Times plans to become a full colour publication from April, Newspaper Innovation reported yesterday.

Remarking its 17-year history as the longest surviving free European English daily, the publication aims to promote its colour version, by advertising in the print and online versions of its newspaper with a hope to increase readership, promote loyalty and maximise advertising opportunities by adding an emotional element to its photographs, Independent Media Russia reported.

Being distributed at hotels and business centers, the circulation of the newspaper is around 35,000, according to Newspaper Innovation. The free daily was initially launched by Independent Media and later sold to Finnish publisher, Sanoma. Users can still access and download the black and white version of the newspaper after registering on its Web site.

An event showcasing best journalistic photographs by the publication's photographers will be held at the Kofemania café on Bolshaya Nikitskaya street, as a unique continuation of the redesigned paper launch campaign efforts.

With an aim to increase readership and promote loyalty, many programmes have been developed to retain existing customers and attract new ones with favourable subscription offers, Independent Media Russia reported.