Venturing onto a platform that some predict will shake up the media industry in the same way as mobile apps and tablets, the Portland Mercury has once again burnished its credentials as an early-adopter by publishing this week’s issue on a new format: skin.

A man described only as “the Mercury‘s sales manager’s fishing buddy” volunteered to tramp-stamp the Mercury logo on himself, a process that art director Justin “Scrappers” Morrison details in both a slideshow and a Q&A that addresses such peripheral questions as, “Why would someone do this?”