Attention shoppers: Nutrition tips from Rachael Ray in the produce aisle.
Tapping the growing segment of out-of-home media, the perky TV personality’s cooking magazine, Everyday with Rachael Ray, is giving airtime on flat-screen TVs in supermarkets to print advertisers like Tylenol and Eggo who make a minimum page commitment.
For two clients, Kraft and the Almond Board, the magazine created 30-second vignettes featuring Rachael Ray pals who prominently showcase the products. In one, restaurateur Nikki Cascone will use Kraft products like Nilla Wafers and Cool Whip to make tiramisu, while in another, nutritionist Stacey Antine will concoct an almond treat for the holidays. The vignettes will end with a shot of the magazine cover and the tagline, “Brought to you by Every Day with Rachael Ray.” They’ll air for one week in December in the produce aisles of Albertsons stores across the country.
A representative for CBS Outernet, which is selling the inventory to Every Day with Rachael Ray, confirmed that while other media outlets have created content that has run on the network, this deal marks the first time a magazine has done so. For Kraft, the vignette provided “an additional way to tap into the Rachael Ray brand and build integrated messaging in very relevant traffic areas,” said Robin Steinberg, senior vp, director of print investment and activation at Kraft’s agency, Mediavest.
While the clients get what Rachael Ray vp, publisher Anne Balaban called the magazine’s “ruboff” effect, the deals are helping drive pages to the magazine; each sponsor had to commit to three to four pages in-book. That’s no small potatoes at a time when page growth has flattened like a bad soufflé for the once-hot Reader’s Digest Assn. title. After launching three years ago with a rate base of 350,000, the food/lifestyle title soared to a circ topping
1.7 million and notched a 58.3 percent rise in ad pages in 2007. But for ’08, ad page growth has slowed to 3.2 percent, with 741 total pages, per the Mediaweek Monitor. “We’re feeling the pinch like everybody else,” Balaban said.
To broaden its appeal to advertisers outside the food category, Rachael Ray will expand its editorial mission in upcoming issues. Under editor Silvana Nardone, the monthly introduced a travel column, “Travel 101,” in the December/January issue (the first is devoted to budget travel tips). In February, the book will introduce a user-generated, front-of-book section, “Talk,” emphasizing a feature advertisers of all kinds are craving. And a beauty/style column by Gretta Monahan, a pal on Ray’s daytime talk show, will make its debut in the March issue.