As the client contact for my advertising agency for our Australian state's then-government owned electric power company, I had presented them some full page B/W press advertisements. They had lots of space in them with a product in the centre. The Marketing Manager said that he would like most of the ads. to go in the broadsheet daily paper and not the tabloid. Why? Because "the broadsheet would print the white parts of the advertisment 'much whiter' than the tabloid", not realising that the 'white' is just the white paper stock on which it is printed.