The Daily Record was launched in 1895 and has been the paper of the people ever since, campaigning on behalf of its readers and highlighting social issues. In 1936, it became the first newspaper to regularly carry color pictures and in 1971 became the first paper in Europe to print with run-of-paper color. It is now part of Media Scotland, which also publishes the Sunday Mail and 18 regional daily and weekly titles.The Daily Record, part of Trinity Mirror, is a Scottish tabloid newspaper based in Glasgow. It is published six days a week, and its sister paper is the Sunday Mail. It has a close kinship with the Daily Mirror, with major stories of UK significance being reported in both titles.The Daily Record had a print circulation in December 2016 of 160,557, a drop of 9.7% year on year. According to NRS PADD figures, the Daily Record is by far the leading news brand in Scotland with a total audience of 3.1 million (rising to 3.4 million including the Sunday Mail). This compares with The Scottish Sun's audience in Scotland of 1.41 million and The Scotsman at 1.13 million. The Daily Record's print sales are dropping at a rate of over 20,000 a year. Its January 2010 circulation was 323,831. This has dropped to a January 2017 circulation of 155,772