• Mediaweek, Tuesday, December 2, 2008 9:30 AM

Tapping the growing segment of out-of-home media, cooking magazine Everyday with Rachael Ray is giving airtime on flat-screen TVs in supermarkets to print advertisers that make a minimum three-page commitment.

For two clients, Kraft and the Almond Board, the magazine created 30-second vignettes featuring food celebrities showcasing their products. In one, restaurateur Nikki Cascone uses Kraft products to make tiramisu. Each segment ends with a shot of the magazine. The promos are airing for one week in December in the produce aisles of Albertsons stores nationwide.

CBS Outernet, which is selling the inventory to the magazine, says this is the first time it has developed such a program with a print publication. To broaden its appeal to advertisers beyond the food category, Rachael Ray will also expand her magazine content into budget travel, beauty and user-generated content.

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