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"A search of Google Scholar as well as academic data bases has failed to yield even a single reference to the term. Hence, this innovative book by Pooja Rana might lead scholars in other countries to follow suit and to develop a potentially promising sub-area of journalism research.Akiba A. Cohen, Ph.D., Moshe Theumim Professor of Communication, Tel Aviv University, Israel A highly readable book on a very important newspaper phenomenon in South Asia. Scholarly in its approach and analysis, it is also for a lay reader interested in the business of mass media. Arvind Singhal, Samuel Shirley and Edna Holt Marston Professor, University of Texas @ El Paso, USA Pooja Rana's object of study ""supplement journalism"" itself is most interesting, a peculiar media artifact soaked in the hues of changing India. Her book provides valuable survey and content data and an evenhanded analysis, which does not simplistically dismiss supplement journalism as crass commercialism but instead also spotlights positive developments such as the opening up of new space for mini-narratives of the ordinary people. Moreover, she situates this analysis, informed by communication theory, in the broader socio-economic context of present day India. Harmeet Sawhney, Editor-in-Chief, The Information Society The author has done a wonderful job by focusing critical spotlight on supplement journalism, a form of journalism which has otherwise been much maligned, misunderstood yet paradoxically enough much loved too for its snappy and personalized style and content. Arati Thapa, Group Editor Asia Spa, India Millionaire Asia, India Designer MODE Dailies 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. The study is embedded in the cultural contexts of Gurgaon, a part of the Hindi heartland/hinterland of Haryana state of India. The former a representative of modernized gesellschaft society and the latter, of a tradition-bound gemeinschaft community. This dialogic cultural perspective informs the textual content analysis of the supplements of each of these two newspapers and the analysis of the survey brings out the supplement readers' perceptions and expectations. The book highlights the wide diversity of content brought in by supplements, as against the mono-theme of national politics in newspapers. It examines the impact of this polyphony in newspaper content on their formal characteristics. At the theoretical level, the book shows how supplement journalism caters to three major players-the advertiser, the media house and the reader/consumer-through the segmentation of information and fragmentation of mass audiences into identifiable homogeneous sub-groups. Students and teachers of journalism as well as social science research scholars should benefit from the wealth of well researched information on supplement journalism in this book."

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