MEDIA CHOICE: Ikea room

IKEA's customer magazine room has taken the publishing world by

storm. With a circulation of more than 170,000, it now boasts the

biggest readership of any magazine in its sector.



The first thing that strikes you about the revamped room is its square

shape, which offers a chunky and stylish read.



Once inside, the design is innovative and quirky. Typography and

photography are both original and arresting. However, at times they are

confusing, demanding too much interpretation from the reader.



Editorially, room has shaken off its 'aspirational' image and

differentiated itself from the titles that crowd this arena. Pragmatic

is not often a word that can be used when describing magazines in this

market, yet this is exactly what it has achieved, and with a true sense

of style too.



With room now on sale in-store and on newsstands, we can expect to see

the IKEA brand take a strong foothold in the world of publishing.



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