Furniture giant Ikea has announced it will stop printing its traditional catalogue, one of the world’s biggest annual publications, after 70 years.
The company said “fewer people” were reading the printed catalogue as customers moved to digital alternatives to shop and look for inspirations.
The publication reached a peak in 2016 when around 200 million copies were distributed in more than 50 markets.
The last edition to be printed is the 2021 version with 40 million copies.
The catalogue’s first edition was put together by Ikea founder Ingvar Kamprad himself in 1951. It featured the MK wing chair, had 285,000 copies and was distributed in southern Sweden, where the company was created.
The move comes as newspapers and printed publications further suffer financially, going from cash cows full of advertising to unread publications with also main advertisers deploying other advertising mediums.
Turning the page with our beloved catalogue is emotional but rational,” said Konrad Gruss, managing director at Inter Ikea Systems, a division of brand owner Inter Ikea Group.
“For both customers and co-workers, the Ikea Catalogue is a publication that brings a lot of emotions, memories and joy. For 70 years it has been one of our most unique and iconic products.”
The company has already increased digital investments, Mr Gruss said, as media consumption and customer behaviours change. Ikea said online sales had increased by 45% worldwide last year.
Marketing guru based on Spain’s Costa del Sol said of the future,
“newspapers have been dwindling as everyone is aware for years, but its the same for printed publications, even Spain is catching up with the internet where once it was deemed 15 years behind.
“The streets here are littered with free advertising rags simply not picked up by punters anymore, they have the internet for the latest news and can search google and other search engines for desired products.
There’s no advantage to advertising in a newspaper anymore – in fact it’s a waste of money”
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