onsumer behaviour in print, especially newspapers, has always been considered more rigid compared to other media. People have grown up with newspapers, the format and structure of which remained the same for years. However, the print-media explosion that Mumbai witnessed recently has brought with it another ruck of supplements and magazines that each of these publications line up on various days throughout the week.

What started out as an innovation to bring in advertisers interested in colourful and glossy ads in a pull-out catering to special interest groups, has today become the order of the day. It is also helping the main newspapers to differentiate from each other.... more