Scent of the future

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The 'Los Angeles Times' recently had a good whiff of one that way that newspapers can engage readers and build more interaction amid the digital lurch: an ad with scented ink. The Times' first-ever ad using scented ink touted the 20th Century Fox release of "Mr. Magorium's Wonder Emporium," which opens nationwide Nov. 16 and tells the story of a magically whacky toy store. The multicolored, scented ad ran in the Times' annual "Fall Movie Sneaks" section on Sept. 9. When readers rubbed certain sections of the ad, voilà, they could smell sweet vanilla aroma—sort of like the scent of white frosting on your favorite birthday cake. Flint Group, out of Plymouth, Mich., created the scented ink. Other ad departments at the Times, including automotive and retail, are pitching possible scented ads for their space, said Lynne Segall, VP-advertising, entertainment and fashion at the Times. "Newspaper are trying to figure out ways to reinvent themselves with new [ad] units, evolve and compete" more effectively with other media, she said. "You can't smell a TV ad or radio ad. Scented ads are something special for newspapers."
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