Scented newspaper, all the new rage?

The newspaper has been informing people for three hundred of years but it might not stay like that for much longer. While the viewership for the internet and television have increased, the circulation in the newspaper industry continues to fall. Like any other media industry, the loss in circulation leads to the loss in interested advertisers. So what should the Boston Globe and USA Today do about this situation? Some say that its a dead industry and has no hope but others have a different opinion...
The Metro New York newspaper has decided to entice advertisers by adding the option of smell-able paper; scratch n' sniff-ish. One advertiser, Glaceau's Vitamin Water, will run "dragonfruit" scented ads with its Power-C flavor. USA Today and the Wall Street Journal are also testing the aromatic ads. The article reports that Metro New York has hired Arcade Marketing, "the same firm San Francisco officials blame for stinking up the city with cookie-scented ads on bus shelters for the "Got Milk?" campaign." So is this really guerilla marketing?
As a sales representative for The Ithacan, I can understand the battle to get clients for the newspaper. The newspapers know they need to take an action so this was a step in that direction. I would say it's not technically a guerilla marketing campaign but it could easily lead to something more like guerilla marketing. Not many advertisers uses scent as a tactic and this could open a door to something larger.
I like the idea but I wonder if it will even effect the industry. With a newspaper like the Metro New York, which is a freely distributed paper read by communuters, it might not get as much attention as thought but I'm not really a newspaper reader so what do I know. I hope it's a success.