David Orgel, editor-in-chief of Supermarket News, makes sure to cover all the aisles. Like a shopper with a long check-off list, the Fairchild Publications' weekly breaks down
into sections each of the areas found in your local supermarket: produce, fresh foods, deli, canned goods and packaged goods, just to name a few. Technology is an increasing part
of editorial, too, what with self-scanning starting to grow at the checkout counter. And while the publication's bread-and-butter is supermarkets, it has started to beef up
coverage of so-called supercenters, or mega markets that sell everything from videos to veal chops. The weekly (40,000-circ), which is fully paid, a rarity in trade publishing,
targets every category associated with supermarkets, including retailers, suppliers, manufacturers and brokers.
Orgel's Bugaboos
Pitching two people simultaneously, which can cause a lot of confusion - and consternation. This could lead to the story being written for more than one section of the magazine
if more than one person has been contacted without the knowledge that other reporters have been pitched. "What might happen is I might pass the story idea to an editor who has
already been contacted about it, so it creates wasted efforts on all our parts." While not chronic, Orgel says the situation does come up every now and again. The solution? One
pitch per publication.
Being unable to take "no" for an answer. Orgel is more than happy to take the time with communications execs to explain why a particular story pitch won't fly with the
publication. But instead of exiting gracefully, some PR people insist the story merits coverage. This won't win you any favors with Orgel. You can remedy the situation, however,
simply by doing a little homework. To wit: if you pitch a story focused on suppliers, you have to make sure there is a hook for retailers and that a retailer is willing to go on
the record. "Retailers want to read about what other retailers are doing," Orgel says.
Not returning phone calls at deadline. Orgel would much rather have a "no comment" rather than no call back at all. "That happens with some frequency," he says. "We might be
working on a story about a company that has had a major development...and I'd like to think it would get back to us knowing we're a weekly. And when we do get a call back it gives
us the impression that the company respected our coverage enough at least to give us a no comment." Of course, in some cases, it could be beyond the PR person's control whether
(s)he returns the telephone call. But -- cue industry theme music here -- it's all about relationships and leaving reporters hanging at deadline doesn't help matters.
What Works
PR execs who can act as resources, and maybe even leak a little information. It's good to get calls "from PR people who say, 'I understand that there's a major change at
company X, and you may want to look into that,'" Orgel says. "And if they want to call me and ask about trends in the industry, that give-and-take is a very healthy thing."
Orgel can be reached at 212.630.3582, [email protected] .
Taste test: Recent features in Supermarket News
"Crossing Channels." Outline on how non-supermarket retailers, such as drug stores and dollar stores, are squeezing into supermarkets' turf. (Dec. 1, 2003)
"Food Science." Exclusive research regarding consumer reactions to genetically modified and irradiated foods. (Nov. 10, 2003)
"The Roadmap to Recovery." Leading food retail analysts look at the post-recession economy and discuss what supermarkets have to do in order to rebound. (September 1, 2003)
"Pathmark's Pathfinder." Interview with Pathmark CEO Eileen Scott focusing on the company's growth strategies. (August 25, 2003)