Every Day with Rachael Ray Launches Supermarket 101

Brandweek informs us that Rachael Ray's magazine, Everyday With Rachael Ray, is launching a grocery store and money saving guide in April. The new section "spans everything from 'going into shopping carts to seeing what turns shoppers on, what products they love, to analyzing their receipts,' said executive editor Theresa O'Rourke."

The guide will be introduced with a five-page "State of the Supermarket" feature in April. Then you can find the feature as a one-page column in the "Ready, Set" section of the magazine.

Here's how the new section came about:

While the magazine already includes plenty of budget-friendly tips ("family dinners for $10 [or less!]," the February cover reads), O'Rourke said the food lifestyle magazine is the first to dedicate a monthly column to the subject. The idea came about from consumer response to the recession. "Consumers are eating at home more, and if you're single, you're still trying to figure out ways to maintain a home that's fun, easy and enjoyable," said publisher Anne Balaban.

The grocery store theme will carry over from the April issue into May:

Playing off the section's theme, Every Day with Rachael Ray is introducing the April content using a design that resembles a supermarket circular. The May edition will focus on "Big Deals" and upcoming topics include hidden grocery shopping costs, the best online grocery services and top-selling sodas. The magazine has also retained a network of national stringers to follow consumers as they shop in stores.

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