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LA Times: Now in Smellivision!

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The LA Times will run a scratch and sniff ad for a 20th Century Fox film, Mr. Magorium’s Wonder Emporium, on September 9th. According to the press release, the use of scented, soy-based ink is a first:

The Times becomes the first major newspaper in the country to successfully present and implement the pioneering application which adds a rich, new dimension to the medium.

Lah-di-f’ing -dah. Writers can’t insert hyperlinks to their stories, but the paper can smell like a Costco bakery? Glad to see priorities are in place.

Too busy to click on the link? Matt Welch tells Amy Alkon that the new editing software at the paper is at fault:

The only possibility is to go in there after it is published, and hand-install a hyperlink into the publishing software. Since that is about as fun as putting a condom on after sex, it is rarely done…

Links would be a rich, new dimension if today’s date was Sept. 5, 1998, as Jay Rosen pointed out.

(illustration from Clipart.)

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