The Boston Herald is shedding its tabloid image - but not its physical shape - in a $10 million makeover, which includes conservatism, color and beefed-up news coverage.

The revamped paper came out Monday with a blue banner, color photos and a conservative headline.The new Herald will have 10 additional pages of news and features every day and increased coverage of local, national and world news, Editor Andrew S. Costello Jr. says.

The second and third pages feature articles about education, health, transportation, social trends and the like.

"We're trying to present a more contemporary looking paper," Costello said.

To pay for it, the paper's annual editorial budget was increased by $1.5 million. The Herald also hired seven new reporters in the last three months.

The newspaper has a daily circulation of 289,427 and 186,000 on Sunday.