Two leading American papers, the Wall Street Journal and USA Today are planning scented ads.
They hope the innovation will boost their ad income. The two papers are working with a company called Scentisphere, which markets a product called Rub'n'Smell.
Of course scratch and sniff ads have been around for many years - notably for perfume ads. But that system is complicated. The biggest difference is that Rub'n'Smell is applied directly to printed ads as an ink. No separate press run to create the scented inserts is necessary.
Science & Technology
Prototypes of microscopic engines that could power molecular machines have been brewed up in a Scottish laboratory.
Scientists at the University of Edinburgh have created a tiny engine powered by light that can be made to sort molecules.
Scientists at the University of Edinburgh have created a tiny engine powered by light that can be made to sort molecules.
How many legislators does it take to change a light bulb
In California, the answer is a majority - plus Gov. Arnold Schwarzenegger.
Decrying the inefficiency of the common light bulb, a Democratic Assemblyman from Los Angeles wants California to become the first state to ban it - by 2012.
Assemblyman Lloyd Levine says compact fluorescent light bulbs, which often have a spiral shape and are being promoted by Wal-Mart, are so efficient that consumers should be forced to use them. The compact bulbs use a quarter the energy of a conventional light.
In California, the answer is a majority - plus Gov. Arnold Schwarzenegger.
Decrying the inefficiency of the common light bulb, a Democratic Assemblyman from Los Angeles wants California to become the first state to ban it - by 2012.
Assemblyman Lloyd Levine says compact fluorescent light bulbs, which often have a spiral shape and are being promoted by Wal-Mart, are so efficient that consumers should be forced to use them. The compact bulbs use a quarter the energy of a conventional light.
US researchers say they have created a "virtual" model of all the biochemical reactions that occur in human cells.
They hope the computer model will allow scientists to tinker with metabolic processes to find new treatments for conditions such as high cholesterol.
It could also be used to individually tailor diet for weight control, the University of California team claimed.
Their development is reported in the journal, Proceedings of the National Academy of Sciences.
They hope the computer model will allow scientists to tinker with metabolic processes to find new treatments for conditions such as high cholesterol.
It could also be used to individually tailor diet for weight control, the University of California team claimed.
Their development is reported in the journal, Proceedings of the National Academy of Sciences.
Evidence of a large settlement full of houses dating back to 2,600 BC has been discovered near the ancient stone monument of Stonehenge in southwest England, scientists said on Tuesday.
They suspect inhabitants of the houses, forming the largest Neolithic village ever found in Britain, built the stone circle at Stonehenge -- generally thought to have been a temple, burial ground or an astronomy site -- between 3,000 and 1,600 BC.
"We found the remains of eight houses," Mike Parker Pearson, a professor of archaeology at Sheffield University, said in a teleconference to announce the discovery.
"We think they are part of a much larger settlement. I suspect we can identify 25 likely house sites. My guess is that there are many more than that," he added.
They suspect inhabitants of the houses, forming the largest Neolithic village ever found in Britain, built the stone circle at Stonehenge -- generally thought to have been a temple, burial ground or an astronomy site -- between 3,000 and 1,600 BC.
"We found the remains of eight houses," Mike Parker Pearson, a professor of archaeology at Sheffield University, said in a teleconference to announce the discovery.
"We think they are part of a much larger settlement. I suspect we can identify 25 likely house sites. My guess is that there are many more than that," he added.
© Associated Press/Italian Culture Ministry, HO
Lupercale ceiling picture
Lupercale ceiling picture
The long-lost underground chamber was found beneath the remains of Emperor Augustus' palace on the Palatine, a 230-foot-tall (70-meter-tall) hill in the center of the city.
Archaeologists from the Department of Cultural Heritage of the Rome Municipality came across the 50-foot-deep (15-meter-deep) cavity while working to restore the decaying palace.
A major prehistoric village has been unearthed near Stonehenge in southern England.
The settlement likely housed the builders of the famous monument, archaeologists say, and was an important ceremonial site in its own right, hosting great "feasts and parties" (photo gallery).
The settlement likely housed the builders of the famous monument, archaeologists say, and was an important ceremonial site in its own right, hosting great "feasts and parties" (photo gallery).
OPPONENTS of the idea that life originated on Mars, and came to Earth on meteorites, have always been able to point to the huge impacts needed to eject rocks from the Martian surface. Surely, they argue, this would have killed any life they carried. Not so, says a study of the forces involved.
THE star you were born under influences the person you become. Not something you expect to hear from scientists but, incredibly, it seems to be true. There is firm evidence that the time of year you are born affects not just your personality, but also your health, specifically your chances of developing serious mental illness. But don't expect to find clues in your horoscopes. The star in question is the star we were all born under - the sun.
Toads on the Japanese island of Ishima seem to be losing their evolutionary battle with snakes. Most snakes, and indeed most other animals, avoid eating toads because of the toxins in their skin. Rhabdophis tigrinus snakes, however, not only tolerate the toxins, they store the chemicals for their own defensive arsenal.
