| The initial purpose of supplements in China is to 'patch' the absence topics of newspaper. After over 100 year development, the supplement has stood up as an indispensable part together with news, speeches, and advertisements. During the long and hard development, the supplement has struggled in changing position and formality, but, on the other hand, it also powered with many functions from its own special feature of literature and newspaper, together with the responsibility for the society and economy.The supplement of XinMin Evening Newspaper, 'Ye Guang Bei', established from 1946 in Shanghai. After over 60 year development, 'Ye Guang Bei' has built up its own influence and special features, and been evaluated as a famous brand in Media. Without profound literature and historical background, 'Ye Guang Bei' can not beat so many other supplement competitors in China, neither without its influence in the society. About 'Ye Guang Bei', we should trace its history, demonstrate its changes, reveal its development process, conclude its business experience, and take its most important nutritious elements. In the new century, the Chinese traditional ethic and philosophy have experienced changes dramatically. In the brand new environment, how to keep the development of a supplement in a healthy manner has become a very hot issue for research and discussion. No doubt that, currently the Chinese supplement has occupied a very outstanding position than ever, and will present a brand new face to the society. In order to make the best use of supplement, it makes sense in practice and theory to research the multiplicity and complexity of the supplement.Based on above situations and analysis, this dissertation includes two parts. Part One traces and sorts the development history of 'Ye Guang Bei', the supplement of XinMin Evening Newspaper; Part Two analyzes, based on the history analysis, together with the investigation of readers in November 2006, the contact and evaluation results of readers, and forecasts the future development.Part One divides the development process of 'Ye Guang Bei', according to its features, functions and presentation, into three phases. The first phase, from 1946 to the end of 1966, XinMin Evening Newspaper was stopped due to Culture Revolution in January 1967, so was its supplement. The second phase, from January 1982 to June 1992, after DENG Xiaoping's speech in South China, the newspaper was changed tremendously. The third phase, from July 1992 to now, demonstrates new features and some challenges. In the first two phases, there was few changes in the literature types of 'Ye Guang Bei', including scribble, prose, novel, poetry, caricature and so on; the difference mainly exists in content and function. The features of the third phase are (1) traditional page space, which has been abandoned by many other newspapers, is retained; (2) the classic supplement has been extended with special and weekly issues; (3) the content and function also have been enriched with more 'dynamical' than 'static' elements; (4) in order to compete with new media, 'Ye Guang Bei' hybrids the advantages of paper media and Web into 'Ye Guang Bei' Blog.Part Two, based on the analysis of development history of the supplement and the current situation of media market, concludes the significance of developing supplement brand; meanwhile, Part Two analyzes and concludes the investigation of readers, and produces suggestions for future development.Challenges always exist with opportunities. We all expect that 'Ye Guang Bei' can take the challenges, hold the opportunities, and get the most potential out of its supplement brand.
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