Ikea, whose furniture catalogues are considered by some to be the most widely printed document in the world, said Wednesday it had begun cutting back print advertisements as a cost-savings measure.
“The media procurement business reduced its print volume by 7 percent” indicated in its annual report the Inter Ikea Group, said the Luxembourg holding company which owns the brand for the Swedish furniture retailer.
The figure includes the catalogues and leaflets.
Last year still remained a record for the catalogues, with 212 million printed, up from 208 million in 2011, according to Inter Ikea Group.
The Wall Street Journal reported last year that Ikea would trim the print run in 2013 by two percent, or four million copies, to 208 million.
The Inter Ikea Group declined to confirm any figures for 2013, but a spokesman said the “reduction in print volume … can be attributed to rationalisation and cost savings”.
Ikea cuts back on print advertising
