Eau de Sulzberger

This should really help the New York Times shed its effete-elitist-snob image among Middle Americans:

The New York Times has announced the appointment of its first perfume critic, in what the paper describes as a breakthrough for olfactory journalism and a wake-up call for a secretive, hype-driven industry. There are a couple of websites devoted to fragrance and a scent columnist at a Swiss newspaper but, as far as the New York Times is aware, Chandler Burr, a journalist and author, will be the first full-time perfume critic for an English-language newspaper. "Perfume is an art form just like other art forms from theater to painting to music, so we're excited to be the first to cover perfume in this way," Diane McNulty, a Times spokeswoman, said.