Advertising

IKEA Catalog Combines Print with Digital

IKEA is redefining retail catalogs by making theirs come alive. On July 31, the Swedish ready-to-assemble home furnishings giant will begin sending their 2013 edition, so keep your smartphone handy. Interspersed throughout the catalog are augmented reality codes that you can access by downloading a free IKEA catalog app onto your Android or iPhone. Look for the smartphone icons on the page and hold your phone about eight inches above the image to activate the digital layer.

Created by McCann agency with Metaio technology, the app-friendly catalog takes you beyond the printed page and launches interactive content – three-dimensional products, video stories about the product designers, an x-ray look behind a cabinet door, etc. It’s a digital magazine and shopping advisor that piggybacks on paper. For IKEA, the largest portion of their marketing budget goes toward the catalog, of which they print 211 million copies translated into some 20 languages. Enabling access to digital content is like expanding the number of pages without adding pages. Unlike websites where you have to find a way to make consumers visit your site first, the printed catalog puts the marketing piece in the consumers’ hands and then encourages them to linger longer, read deeper and return to the catalog repeatedly to discover what else is there.

Read More »

Publishing

Books That Make You Feel

Tamaki Covers

Aside from the fact that these are charming images embroidered by New York-based illustrator Jillian Tamaki, the covers of Penguin Threads Classics signal yet another move to define non-electronic publishing as more than a vehicle for communications. Traditional publishers can no longer assume that readers will stay loyal to print because e-books are harder to read due to screen glare, not offered in full-color, crippled by short battery life, limited in availability of subjects and titles, etc. Over the past year, the iPad, Kindle, Nook and other e-readers have proved otherwise, and are getting better with each iteration.

Read More »