Ikea prints 211 million copies of its product catalog every year. That's more than 20 times the population of Sweden, the home of the build-it-yourself furniture empire.
"In early 2011, Ikea enlisted McCann to help bridge the gap between paper and digital. Replacing the paper catalog with an entirely digital catalog made little sense, Linus Karlsson, Global Chief Creative Officer of McCann, told Wired. “If you had a magazine that had 211 million copies in circulation, you just would’t end it. That would be crazy,” he said."
Via Kim Flintoff