• by Mark Walsh  @markfwal, October 1, 2007

Print may be dead but scratch 'n' sniff lives on, thanks to the Los Angeles Times. The newspaper teamed up with Fox Walden, a joint venture of 20th Century Fox and Walden Media, in September to create an ad using scented ink to promote the studio's upcoming release of Mr. Magorium's Wonder Emporium. Readers were able to scratch on certain parts of the ad to release a frosted-cake scent intended to remind "consumers of all ages to be young and have fun." The film centers on a magical toy store and stars Dustin Hoffman and Natalie Portman.

The scented ink was described by Dave Murphy, executive vice president and general manager of the Los Angeles Times Media Group, as "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."

Others might view the scratch 'n' sniff ad more as a cheesy ploy to spark renewed interest in print advertising at the troubled Tribune Company-owned paper.