Using data from a previous study, this study investigated the adoption of modern graphic design techniques by daily newspapers. A scale of modern design was constructed from available literature and tested for internal validity by determining what design practices were included in sample papers. The scale was then used to test assumptions about the kinds of newspapers that would be more likely to adopt modern newspaper design techniques. The findings suggest that modern newspaper graphics are being used by metropolitan newspapers to attract new or infrequent readers rather than to improve the readability of the paper for regular subscribers. Twelve tables of data are attached. (Author/RL)