Supplement Journalism in India

Supplement Journalism in India emerged in the wake of paradigmatic changes in its economic structure in 1991. From a command economy, India shifted gears to a market driven economy, liberating the sapped business potential in its private sector. The emergent India Incorporated, as it came to be called in popular parlance, rode high on the shoulders of the pliant and resilient advertising industry. The spurt in advertising budgets fuelled the rise of supplement journalism. As the phenomenon was new, it attracted a lot of cynicism and criticism from the academia, but hardly any well-researched critique. This book is a pioneering attempt to understand the phenomenon of supplement journalism in post-liberalized India. The study examines this phenomenon in terms of two leading Indian dailies, The Times of India in English and Dainik Bhaskar in Hindi, both with the highest circulation figures in their respective language segments.