Scented newsprint ink??? *

The Los Angeles Times will have a new smell Sunday: a new scratch 'n sniff movie ad in the Calendar section will smell like frosted cake. "The scented ink ad is yet the latest tool The Times is offering its advertisers as they continue to search for new ways to reach, excite and inform L.A.'s market of buzz," said Dave Murphy, executive vice president and general manager of the Los Angeles Times Media Group.

Yeah, but will the gimmick boost circulation? We can only hope, of course.

Wonder if the pressroom will smell like frosted cake too...

* Or maybe the ad is an insert? (end of post)