It is a regular newspaper with many articles written in normal black ink. On the issue seen, the front cover shows a picture of SpongeBob with the words "New Mayor" written in the bottom with capital letters. The newspaper is seen inside a gray newspaper stand.
Role in episode
Sandy finds an issue of New Kelp Times with Patrick at a gas station. Patrick thinks SpongeBob is trapped inside the newspaper because of the picture depicting him. He then throws a brick at the machine to "free" him, thereby breaking it open and proceeding to hug the newspaper. The ink of it then comes off on Patrick's stomach.