• Mediaweek, Monday, February 9, 2009 9:16 AM

The magazine Every Day with Rachael Ray will launch "Supermarket 101" in April, a monthly section that "goes into shopping carts to see what turns shoppers on, what products they love and analyzes their receipts," says editor Theresa O'Rourke. Parent company Reader's Digest Association will introduce the package via a "State of the Supermarket" feature in April.

Playing off the section's theme, the magazine is introducing content that is designed like a supermarket circular. Topics include hidden grocery shopping costs, the best online grocery services and top-selling sodas. To gather the material, the magazine has hired a network of national stringers to follow consumers as they shop in stores.

Every Day with Rachael Ray is currently looking into sponsorship and advertising opportunities with major packaged-goods companies. It has teamed up with digital media provider CBS Outernet to run ads on flat-screen TVs in Albertsons store nationwide, with Kraft and the Almond Board among the early sponsors.

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