Harry Hardon leads a healthy life. Routinely he can be found swimming, jogging, playing tennis or badminton—all part of his effort to stay in shape. Harry, a 35-year-old businessman, also diligently reads health features in the mass media. "I'm fed up with politics. Better to read something on health, something useful," he says.

And it is not only Harry who is interested in such reports. In fact, the number of such people is i