G&T-scented pages for IPC weekly titles

IPC’s TV Times and other weekly titles could soon be smelling of cooked bacon, strawberries, gin and tonic or coffee as a result of new printing technology.

Mass-market titles will be able to carry what are being billed as “smelly pages” for the first time, where readers peel back a sticker and release the smell of a particular product.

Scented pages were previously restricted to smaller circulation monthlies because the cost of manually inserting the page was prohibitively expensive. The swifter turnaround time for mass-market weeklies also made hand insertion impractical.

IPC believes that the scented paper will add a new dimension to advertising and will also create a strong point of difference to other publications.

Sue Nuttall, senior sales executive at IPC says: “There are so many applications for this, from cooked bacon to chocolate, coffee, shampoo and conditioners, biscuits or even gin and tonic. It’s a new angle for advertisers.”

After testing the technology for TV Times, IPC is hoping to roll the idea out to mass-market titles, including TV Times and What’s On TV, as well as Woman, Woman’s Weekly or Woman’s Own.

Nuttall also believes that the ability to create scents such as gin and tonic could attract those advertisers who do not traditionally use the weeklies.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here