LA Times rolls out first-ever scented-ink advertisement

The LA Times, the largest metropolitan newspaper in the US, announced that this Sunday’s paper will feature the first-ever ad using scented ink. The ad, promoting the film “Mr. Magorium’s Wonder Emporium,” will smell like frosted cake, and appear in the September 9th Fall Movie Sneaks section. The ad will feature areas of soy-based ink that emit the frosted-cake aroma when scratched. The aroma is meant to engage readers in a new way, and to remind them to “be young and have fun.” The innovative ad campaign is a boon at a time when print media everywhere is struggling to find new ways to keep readers in an increasingly internet-based information era. The movie, directed by Zach Helm and starring Dustin Hoffman and Natalie Portman, opens in US theatres on November 16.Read more at CNN Money, the LA Times and BloggingStocks