The Argus did print in color on a regular basis, but their goal was cut short when the publication shuttered in January 1957. It was the envy of the journalistic world before that, notably when it released color images of the Olympics, the Melbourne Cup, and the Queen's visit in 1954. The paper had been struggling for years despite being based in one of Australia's most vibrant cities. It wasn't until after its death that we learned why: the paper's owner, Mr Frank Packer, had an obsession with profits over people. He kept prices high to attract readers, but once they were there, he refused to lower them. This made the paper unviable and eventually forced its closure. In its last year, the paper lost $150,000. Instead of looking at ways to reduce costs, Mr Packer wanted to increase revenue by printing more copies. But since fewer people were buying papers, he turned to social media groups like Facebook to try and reach more readers. However, this only served to show how little he valued his staff, as many members spent time writing about their frustrations with the company instead of working on stories themselves. All up, The Argus failed to turn a profit after six years of publishing and was faced with closure. Its final issue came out on January 31, 1957.