Ikea Customizes its Ever-Popular Catalogue for Regions Around the World

72 versions – that’s the answer to how the IKEA Catalogue cracks “domestic bliss” in different cultures. Ah yes, it’s that time of the year again – 324-page IKEA catalogue time. The time when the 203 million copy bible-of-all-things-Swedish (that takes up 70% of IKEA’s annual marketing budget) hits the marketplace with some serious oomph! Quartz notes that the IKEA catalogue has cracked what “domestic bliss” means in different cultures. Did you know that IKEA customizes the catalogue for various regions and religions around the world? As they put it, “with 72 different region-specific editions, it’s a Herculean production effort, but it makes all the difference.”

And Herculean it is. An 18-month process that sees, “a hundreds-strong army of photographers, art directors, copywriters, proofreaders, prop masters, carpenters, photo retouchers, programmers and CGI specialists produce the catalogue’s 1,400 pieces of art and 24,000 blocks of text.” So swapping out content for 72 editions and making that content relevant – so that it resonates with its specific target demographic – is no small undertaking. For example, in China, kitchens are smaller than the U.S., so photographs are cropped in post-production and repositioned to illustrate “cozier” cooking spaces.

And yes, print and paper matter – despite their newly designed, endless-aisle catalogue app (with augmented reality baked into the goodness), paper is by far the preferred medium for IKEA and all its loyalists. Tanja Dolphin, the IKEA Group catalogue leader says, “People have a ‘magazine moment,’ with a cup of tea, at home, touching the paper.” And, as people truly read the catalogue, IKEA jumped headlong into the world of content marketing and has begun incorporating stories into the mix. Per IKEA, “the 2017 edition includes 13 one-to-two page long feature stories with topics ranging from a woman-led social enterprise in Austin, Texas to an interview with the 10-year old girl who designed SAGOSKATT, a cross-eyed ‘hippo-crocodile’ plush toy.”

IKEA has come a long way since its humble beginnings as a single showroom back in 1948. In 1952, 22-year old founder Ingvar Kamprad looked to expand business beyond his town, and so out of his entrepreneurial mind the IKEA catalogue was born. In a world where we move at the speed of digital, IKEA understands their customers and gives them what they desire… a must have catalogue that “ranks alongside the Bible, the Koran, and Harry Potter as one of the world’s most-distributed books.”

To check out the Quartz article and photos, click on this link:


Michael Chase, CMO
St. Joseph Communications


Audi Magazine Earns Top Prize at Excellence in Print Awards

St. Joseph Print Wins OPIA 2017 Excellence in Print Award for Audi Magazine

At its 2017 Excellence in Print Awards, the Ontario Printing & Imaging Association (OPIA) recognized our Print Group’s work for Audi Magazine with one of its five top honours. Geared towards the discerning tastes of of the Audi customer, the magazine’s ultra-premium presentation and execution extends from the content and design right through to the printing and finishing.

How to Get the Most from Video Advertising

How to Get the Most from Video Advertising

Video advertising has the ability to engage consumers like no other medium, using a mixture of visuals and sound to create a compelling narrative. In our latest blog post, we summarize Google’s recent study findings that reveal video advertisements are much more engaging and persuasive when they are both seen and heard.


Watch Toronto Life’s Food Editor Talk About the City’s Best Cheap Eats on The Morning Show

Watch Toronto Life’s Food Editor Talk About the City’s Best Cheap Eats on The Morning Show

Last week, our Toronto Life’s food editor Alex Baldinger went on Global’s The Morning Show to dish on the magazine’s August cover story: 100 of the city’s best cheap eats — from Adjarian khachapuri to won ton nachos.

Fit to Print Facebook Reveals 'Watch,' Its YouTube Competitor and TV Clone How to Make Katy Perry's September Cover Come to Life With W's Augmented Reality App
Fit to Print
At a time when the smart phone is king and there’s a mobile app for almost anything you could imagine, a print catalogue seems like a novelty. And yet, it continues to be a valuable marketing tool – so much so that companies that once gave up on the format are bringing it back.
Facebook Reveals ‘Watch,’ Its YouTube Competitor and TV Clone
Introducing its new video hub, now available as a limited test in the U.S., Facebook has unveiled more details on its original content strategy.
How to Make Katy Perry’s September Cover Come to Life With W‘s Augmented Reality App
Extending the boundaries of print into the world of augmented reality, the content is enhanced on the printed page before you with immersive graphics that unlock a totally new magazine experience.

Content Marketing in the Era of Voice-Controlled Devices Why More Packaging Should Be Black, and Why It’s So Easy to Get Wrong Apple Just Debuted Its Instagram Account
Content Marketing in the Era of Voice-Controlled Devices
Are you ready to be an early adopter and develop audio content to expand your reach? If so, check out these examples of content on voice controlled devices, including “Flash Briefings” and “Games & Trivia.”

Why More Packaging Should Be Black, and Why It’s So Easy to Get Wrong
While in today’s brand packaging environment, white is a visual architectural block used by so many products and brands, black is new. It stands out. But unless it is used carefully, black is also a trap, waiting to snare unsuspecting brands.
Apple Just Debuted Its Instagram Account
Apple has previously eschewed Instagram, despite the fact that the iPhone paved the way for people sharing photographs on social media. However, targeting Instagram followers will help expand the “Shot in iPhone” campaign to another platform.

Now, tell us how we can help