IKEA switches customer magazine from in-store to mail distribution

FMCG

Sarah Johnson

April 16, 2009

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IKEA switches customer magazine from in-store to mail distribution

LONDON - IKEA will stop handing out its customer magazine IKEA Family Live in its stores and will switch to distributing it only through direct mail following a review of its advertising sales.

Publicom will now handle the magazines advertising and insert sales, taking over from Mongoose Media. The distribution will change from the Autumn issue.

The retailer hopes that the move to direct mail will increase the value of the magazine for advertisers.

The magazine will launch in the Republic of Ireland this autumn to coincide with the opening of the first store in Dublin. August Media now publishes the magazine in 24 languages.

IKEA is holding a global review of its media planning and buying account. The account is currently shared between Mediaedge:CIA and MediaCom.

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Marketing

Direct Marketing