LONDON - Although the number of full colour ads in Britain's national press jumped 11.6% to 117,076, over the period May 2005-April 2006, the number of mono ads fell 11.4% to 125,343, according to the latest data from Nielsen Media Research.

Opines Group M's press director Steve Goodman: "It is quite likely that by this time next year, or certainly within two years, there could be more colour ads being booked into press than mono."

Newspapers are likely doing rather better than breaking even on the curent imbalance, given the premium charged for colour ads - up to 100% on occasions.