Newspaper readership is decreasing every day, but perhaps more people would be snapping up papers if they were able to smell the headlines instead? If a recent scratch and sniff edition of the Telegraph is any indication, this trend might be catching on. As part of a bakery promotion, the front and back pages of the UK rag were infused with the scent of freshly baked bread. The printing press manager explains: “The scent’s contained in small capsules which are added to the yellow ink and as the pages move through the press … As the ink dries it locks in the scent, which is why you have to scratch it to release the smell.” Telegraph deputy editor Michelle Hurst says this could be “the biggest technological breakthrough for newspapers since color was introduced.” While it’s an undoubtedly nifty innovation, we’re not particularly eager to smell most news stories (“Sewage Plant Springs A Leak: Scratch Here To Get A Whiff!”). How about you? [Metro]
