There's a large clinical trial going on right now looking into selenium and vitamin E supplementation and possible cancer prevention, which hopefully will help answer this question more definitively. It's one of several major supplement studies in progress - interesting given the claims we often hear that no one will pay for research into vitamins and minerals because they can't be patented.
..."how many full page color SUPPLEMENT ads do you see in the newspapers and magazines?"
Lots, not to mention the TV ads, infomercials and radio "interview" and "call-in" programs that are really just ads for supplements. It's a 22 billion dollar a year industry in the United States. If that's not Big Pharma, it's pretty close.