Dennis Publishing will next week publish its first scratch 'n' sniff front cover for lad's magazine Bizarre.
The April issue of Bizarre will attempt to boost sales by allowing its readers the dubious pleasure of being able to 'sniff' the knickers of cover model Natalie Blair, revealing the scent of latex rubber.
Russell Blackman, publisher of Bizarre, said: 'As every magazine editor is acutely aware, it is an increasingly competitive market and all brands need to work harder than ever to make their voices heard.
'The scratch'n'sniff front cover of Bizarre is a completely unique concept and an industry first.
'It allows us to offer our readers an exciting and compelling issue, and a product that they will be proud to own.
'The issue will be supported by significant newstrade promotions across the country, which is expected to lift sales further.
'We are aiming for this issue to show that, even in a challenging men's market, Bizarre is very much alive and kicking and continues to push publishing boundaries.
'The exclusive scratch'n'sniff issue will also contain a special feature on smell fetishes to run alongside the theme of the front cover."
According to the most recent figures from the Audit Bureau of Circulations, Bizarre sold an average of 24,744 copies each month in the second half of last year - a drop of 14.6 per cent.
Bizarre is the 17th most popular men's magazine in a declining sales market that also includes free weekly titles such as Sport and Shortlist.