Dive Brief: 

• Included in 400,000 poly-bagged November issues of Hearst publications Elle, Cosmopolitan, Marie Claire and Seventeen are two small vials of perfume. 
• The vials, filled with Marc Jacobs Daisy and Eau So Fresh, are a first for the magazine industry, as the technology to safely ship the perfume previously didn't exist. 
• The publisher is using the option for perfume vials as a way to attract revenue from beauty brands, and only subscribers benefit from the extra.

Dive Insight: 

The move by Hearst seems like a great way to drive beauty brand advertising to their print publications—an industry that has been struggling big time in recent years. It's a bit risky, however, due to the major costs involved, but the publisher is playing it smart by only attached perfume vials to home subscriptions, not newstand copies. This ensures real people will receive all the issues with perfume.