MEDIA CULTURE
Breakthough: Scratch 'n Sniff Ads Coming to WSJ [Stephen Spruiell]
Will wonders never cease:
The paper is still working out the details, including the technology. "I believe that our colleagues have perfected chocolate and perfume," [publisher L. Gordon] Crovitz said. "You can quote me saying we encourage Ad Age readers to suggest scents that might be appropriate. One of my colleagues suggested new money."
The Journal hasn't started discussing the possibilities with advertisers yet, but MediaWorks can imagine a few. How about that new car smell? Leather? Whiskey? Cigars? An ocean breeze for Caribbean island ads? In any case, it appears there's more than one way for a newspaper to get interactive.
The Journal probably won't be alone for long. A spokeswoman for USA Today said the paper is preparing to test a similar, scented run-of-press ad product.
Leather? Whiskey? Cigars? So is the goal here to make the Wall Street Journal smell as much like its readers as humanly possible?
01/26 03:29 PM
Share
