US: LA Times to smell like frosted cake

Posted by Jean Yves Chainon on September 6, 2007 at 12:38 PM

The Sunday edition of the Los Angeles Times will carry a “scratch and sniff” ad in its movie section. The ad is for "Mr. Magorium’s Wonder Emporium” and allegedly smells like frosted cake.

As newspapers struggle to capture print ad revenue, scented ads are one among other contraptions to engage readers in new ways.

It was reported in February that the Wall Street Journal and USA Today were also working on projects to implement scented ads, which were marketed as increasing product sales by 25%.

Source: Editor & Publisher