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.