In a presentation focused on innovative newspaper advertising offers, Manfred Werfel, Deputy CEO and Executive Director for Newspaper Production at WAN-IFRA
showed the error of that assumption.

"When we're talking about advertising, we generally think in terms of one sense, and that is sight," says Mr Werfel. "But when it comes to making buying decisions, the other senses are very important. Only print can address all the senses."

Mr Werfel examined the incredibly array of advertising possibilities available from the printed newspaper that address smell, touch, hearing – even taste.  Special tactile papers and scented inks, implanted voice chips, even "edible ads" that include a taste of the product in a special strip.

"We have to go to the advertisers because they're not aware of all we can do, the variety of things that we can offer these days," says Mr Werfel.