The LAT smells!

For now, that's only a matter of opinion, but this Sunday it will be undeniable. That's when the paper features its first-ever ad using scented ink – in this case, an odor that promises to simulate frosted cake. The ad, which will be in Calendar's Fall Movie Sneaks section, is for Fox's November release of "Mr. Magorium's Wonder Emporium," starring Dustin Hoffman and Natalie Portman. Here's how a Times marketing guy put it in a news release: "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." So this is the way the paper hopes to attract new readers? Smelly ink? Tell us it ain't so. (PR Wire)