The newspaper itself said it was “slightly tinted,” and its actual color has literally faded into history.
The FT has certainly grown pinker over the years as its brand became more closely associated with the coloring.
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The move was so successful that the newspaper became known as The Pink ‘Un—unofficially at first, then as part of its nameplate.
There was another, perhaps even more motivating reason for the sudden burst of fuchsia on London newsstands: It was cheaper, because the pinkish hue was actually achieved by bleaching the newsprint less.“Pink” is, in fact, a debatable description of the FT’s pages in that era.