MikeLigalig.com

By STUART ELLIOTT
By New York Times

The Los Angeles Times plans to run a “scratch and sniff” advertisement in a 32-page section about fall films scheduled for next Sunday. The ad, for a family movie called “Mr. Magorium’s Wonder Emporium,” uses a scented ink meant to evoke the olfactory pleasures of frosted cake.

The Times is among several newspapers looking into new ways to use fragrance to entice marketers to buy more ad pages. The loss of ad revenue to online media is a major reason for the economic difficulties of publishers like the Tribune Company, which owns The Times.

“We’re trying to be more creative,” said Lynne Segall, vice president for entertainment and fashion advertising at The Times, “to stay relevant and keep the reader engaged.”

Soon, the expression “this movie smells” could be a statement of fact rather than a value judgment.

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