IKEA Catalogue

Cover of the 2009 edition US Catalog

The IKEA Catalogue (US spelling: IKEA Catalog) is a popular mail-order catalogue published annually by the Swedish home furnishing retailer, IKEA. First published in Swedish in 1951, the catalogue is now published each summer in 55 different editions, in 27 languages for 35 countries,[1] and is considered to be the main marketing tool of the retail giant, consuming 70% of the company's annual marketing budget.[2]

The catalogue prints approximately 175 million copies worldwide annually,[3] more than 3 times as much as The Bible.[4]

Containing over 300 pages and about 12,000 products, it is distributed both in stores and by mail.[5] Most of the catalogue is produced by IKEA Communications AB in Älmhult, Sweden the site of the original IKEA store and where IKEA Communications operates the largest photo studio in northern Europe at 8,000 square meters in size.[6] The catalogue itself is printed on chlorine-free paper of 10-15% post-consumer waste.

According to Canadian broadcaster, CTV, "IKEA's publications have developed an almost cult-like following online. Readers have found all kinds of strange tidbits, including mysterious cat pictures, apparent Mickey Mouse references and weird books wedged into the many shelves that clutter the catalogues."[7]

IKEA also publishes and sells a regular style magazine, titled IKEA Family Live in thirteen languages which supplements the catalogue. An English language edition for the United Kingdom was launched February 2007 with a subscription of over 500,000.[8]

List of editions

Notes

  1. ^ "IKEA FAQs". IKEA Singapore. 2007. Archived from the original on 2007-07-04. http://web.archive.org/web/20070704170143/http://www.ikea.com.sg/faqs/faqs.asp#2faq1. Retrieved 2007-08-29. 
  2. ^ "IKEA student info". IKEA United Kingdom. http://www.ikea.com/ms/en_GB/about_ikea/press_room/student_info.html. Retrieved 2007-08-29. 
  3. ^ "Why Swedes keep a cool head over Ikea". sweden.se. July 28, 2006. http://www.sweden.se/eng/Home/Lifestyle/Culture/Design/Reading/Why-Swedes-keep-a-cool-head-over-Ikea/. Retrieved 2007-08-29. 
  4. ^ Roth, Martin (December 29, 2005). "The Bible vs. the IKEA Catalogue – Which is Winning Hearts?". http://www.martinrothonline.com/MRCC23.htm. Retrieved 2007-08-29. 
  5. ^ "IKEA Q&A section, on the Swedish language site". http://www.ikea.com/ms/sv_SE/customer_service/faq/faq.html#0700. 
  6. ^ "IKEA Catalogue printable facts". IKEA United Kingdom. September 2003. http://www.ikea.com/ms/en_GB/about_ikea/press_room/thecatalogue.pdf. Retrieved 2007-08-29. 
  7. ^ "'Unfortunate' photo wasn't tampered with: IKEA". CTV. August 25, 2006. http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20060825/ikea_photo_060825/20060825?hub=World. Retrieved 2007-08-29. 
  8. ^ Daniel Farey-Jones. "Ikea to introduce UK magazine in February". http://www.brandrepublic.com/bulletins/media/article/567690/ikea-introduce-uk-magazine-february. Retrieved 2007-08-29. 

External links

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