The Chain Gang: One Newspaper Versus the Gannett Empire. "It's Now Or Never" served as a battle cry for the News-Chronicle in its efforts to survive and remain a second voice in the Green Bay newspaper market. As a "call to arms" to local readers, however, the series proved to be too successful. The increased attention the series provided, along with subscription incentives, resulted in a deluge of subscription orders. The increase overwhelmed the paper's circulation staff, and as a result many subscribers became unhappy with the poor customer service, and dropped their subscriptions. Advancements in the 1990s Following an upgrade at the paper's Denmark printing facilities in the mid-1990s, the News-Chronicle added full-color photography and graphics to the paper. A major redesign in 1997 gave the paper a full-color front and back page. The paper's sections also underwent redesign, including the Friday entertainment section, "Rave!" The News-Chronicle launched a Web site in September 1996, greenbaynewschron.com, getting on the Internet ahead of its competition. The entry was timely, as the Green Bay Packers' run to Super Bowls XXXI and XXXII gave the paper and its sports coverage worldwide attention. By 1998, the Press-Gazette changed from an afternoon to a morning newspaper, first changing subscriptions in outlying rural areas to morning distribution and then gradually doing the same for Green Bay metropolitan area subscribers. This caused both newspapers to once again go head-to-head for subscribers and readership. In 1999, the News-Chronicle began a Sunday edition which was distributed as part of the Milwaukee Journal Sentinel, requiring subscribers to take the Milwaukee paper if they wanted the News-Chronicle's Sunday edition. The move was seen as increasing the visibility of the Green Bay paper. After a few months, the News-Chronicle also sold its Sunday edition separately, and the joint venture started to dissolve when the Journal Sentinel changed distribution in the Green Bay area from its regular Sunday edition to an "early bird" version focused on early coupon and circular access without current news or sports coverage. At the same time, the News-Chronicle also added a Sunday supplement, This Week, with writing from other newspapers owned by Brown County Publishing. The end of the line Wood's printing operation and other successful weeklies provided the profits to cover the News-Chronicle's losses. But by 2004, the then 76-year-old Wood finally ran out of steam. A downturn in the commercial printing market, as well as no