The year 1991 changed the whole of the scenario of Indian media as the electronic media entered the scene. With a spurt in the activities of the Indian business and industry, the Indian media too got a boost. Spurred by greater advertising revenues, the Indian media gave up its conservative hesitation to go avant-garde. This paper attempts to analyze the evolution and growth of the phenomenon of supplement journalism that hit the newspaper industry in India in the wake of the liberalization of the country's economy. The paper argues that today all the pluses have become money-spinners for the newspapers. There are instances where the advertisement rates are more than the main newspaper for such pullouts. All that a newspaper has to do to bring out such a pullout, if it is region specific, to hire a press in the local area and keep three-four reporters who also double as sub-editors and bring out any number of pages ranging from two pages to six pages. They provide the local touch to the main newspaper and, being region-specific, sell like hot cakes. Any newspaper which has to survive today has to be region-specific and it ultimately becomes a money-earner for the newspaper.
