With the Internet amassing marketing money once reserved for the newspapers, The Wall Street Journal and USA Today think making a stink will improve the bottom line. The two publications plan to test scented ads to bolster print ad revenue. The two papers are working with a company called Scentisphere, which sells a product called Rub’nSmell.
Unlike the scratch-and-sniff technology that has been around for some 30 years, (remember the stickers we collected as kids), Rub’nSmell represents a significant advance because it can be applied directly to printed ads as an ink, says Bob Bernstein, president of Scentisphere. No separate print run to create scented inserts is required.
