IKEA Catalogue

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, [cite web |title=IKEA FAQs |url=http://www.ikea.com.sg/faqs/faqs.asp#2faq1 |accessdate= 2007-08-29 |work= [http://www.ikea.com.sg IKEA Singapore] |date= 2007] and is considered to be the main marketing tool of the retail giant, consuming 70% of the company's annual marketing budget. [cite web |title= IKEA student info |url= http://www.ikea.com/ms/en_GB/about_ikea/press_room/student_info.html |work= [http://www.ikea.com/gb/en IKEA United Kingdom] |accessdate= 2007-08-29]

In terms of publishing quantity, the catalogue has surpassed the Bible as the most published work, estimated 175 million copies (2006) worldwide, [cite web |url= http://swedendev.episerverhotell.net/templates/cs/Article____14892.aspx |title= Why Swedes keep a cool head over Ikea |work= [http://www.sweden.se sweden.se] |date= July 28, 2006 |accessdate= 2007-08-29] triple that of its counterpart; [cite web |first= Martin |last= Roth |title= The Bible vs. the IKEA Catalogue – Which is Winning Hearts? |url=http://www.martinrothonline.com/MRCC23.htm |date= December 29, 2005 |accessdate= 2007-08-29] however since the catalogue is free of charge, the Bible continues to be the most purchased literary work. [cite web |title= Guinness Book of World Records |url= http://web.archive.org/web/20060902144705/http://www.guinnessworldrecords.com/content_pages/record.asp?recordid=48276 |work= Guinness World Records |date= September 2, 2006 |accessdate= 2007-08-29] In Europe alone the catalogue reaches more than 200 million people annually.

Containing over 300 pages and about 12,000 products, it is distributed both in stores and by mail. [cite web |title= IKEA Q&A section, on the Swedish language site |url= http://www.ikea.com/ms/sv_SE/customer_service/faq/faq.html#0700] Most of the catalogue is produced by IKEA Catalogue Services AB in IKEA's hometown of Älmhult, Sweden where IKEA operates the largest photo studio in northern Europe at 8,000 square meters in size. [cite web |title= IKEA Catalogue printable facts |date= September 2003 |url= http://www.ikea.com/ms/en_GB/about_ikea/press_room/thecatalogue.pdf |work= [http://www.ikea.com/gb/en IKEA United Kingdom] |accessdate= 2007-08-29] 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." [cite news |url= http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20060825/ikea_photo_060825/20060825?hub=World |title= 'Unfortunate' photo wasn't tampered with: IKEA |work= CTV |date= August 25, 2006 |accessdate= 2007-08-29]

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. [cite web|author=Daniel Farey-Jones|title=Ikea to introduce UK magazine in February|url=http://www.brandrepublic.com/bulletins/media/article/567690/ikea-introduce-uk-magazine-february |accessdate= 2007-08-29]

Product names

While exotic-sounding names draw an attention, e.g., in anglophone countries, a number of them call for a snicker. Notable examples are "Jerker" desk, "Fartfull" workbench, or "Lessebo" sofa. [ [http://findarticles.com/p/articles/mi_qn4155/is_200408/ai_n12556896 'Fartfull' workbench, 'Jerker' desk: Is Ikea hiding a grin?] , "Chicago Sun-Times", August 17, 2004] The products are withdrawn, probably after someone pointed at blunders, but not before generating some news.

Notes

External links

* [http://www.ikea.com/ms/en_US/virtual_catalogue/catalog_splash2.html IKEA US catalogue] - IKEA US catalogue splash
* [http://www.thelastminuteblog.com/?p=3086 IKEA Catalogue Remix] - Music video using collage of 2003 catalogue
* [http://www.asiaing.com/ikea-2009-catalog-digital-edition.html IKEA 2009 Catalog, Digital Edition] -IKEA Catalogue 2009