Steganography is a technique of hiding information in some cover media i.e. image, text, audio and video. The main purpose of steganography is to conceal the existence of the message while communicating. In this paper, a new steganography technique is presented, implemented and analyzed. The proposed method uses the 5th, 6th, 7th & 8th bit of pixel value of cover image. The main idea is to apply successive logical AND operation on last four bits of pixel value.