The thermal recording media of the present invention provides an intense image resistant to fade. Ideally there is provided a high Print Contrast Signal (PCS) image that greatly enhances reliable high-speed readability with a high percentage of accuracy in detecting the imaged areas when optical or electronic decoding devices and scanners are utilized. Uses include, but are not limited to security applications such as airline baggage tags, laminated durable labels for use in pathology, hematology, and general laboratory uses and on such applications as pre-stainer sample slides, ultraviolet thermal imaging durable labels, or durable labels for use on returnable totes or shipping containers. Generally, the thermal recording media of the present invention comprises: (a) a non-cavitated support material which incorporates a metal oxide layer on the first surface of the support material; and (b) either a direct thermal layer formed on the first surface of the metal oxide layer; or a ribbon to effect a thermal transfer of the desired image on to the first surface of the metal oxide layer.