It seems like a minor distinction, but according to AdAge, the Wall Street Journal is going to start integrating "rub-n-sniff" advertisements into their newspaper. The smell emitted by the new ads will supposedly be more subtle than the offensive perfume ad inserts that pervade fashion magazines.
This all seems a bit silly to me, though. Last I heard, circulation of print papers was down considerably and I can't imagine that readers will flock to the WSJ just because they can smell the ads. Another questions: how much is this going to cost the Journal to implement? Do they really think those costs could possibly be offset by potential increased circulation and ad revenues?
26 January 2007
The Evolution of Technology: Scratch-n-Sniff Develops into Rub-n-Sniff
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i doubt the paper itself will become "sniffable". the cheap news paper seems way too thin (and also contains lead particles)?
they might have "sniffable" addons (just like in fashion magazines). production of these will anyhow be covered by people that buy ads. and these ads will be more expensive (to cover for the worrry WSJ has to stick those in their paper). i think its just a perk to make buying ads in the hard copy of the WSJ more attractive.
for the WSJ, i particularly believe is going to survive in print longer than others. subscription to WSJ is much more visible in the form of having your own copy on your Wall Street desk everyday.
what seems odd, though, is that "sniffability" doesn't seem like something an average WSJ reader would want to do. I can hardly imagine a Republican, Caucasian, mid-aged male sniffing on a bakery ad in WSJ: however, they might be targeting at some Freudian element in this particular target group!
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