By the second issue of ikéa-nytt in autumn 1948, furniture had a prominent place. The cover showed men’s briefcases, but several pages inside were devoted to smoking tables, sofas and armchairs.
In 1949, for the first time Ingvar Kamprad directly targeted the many people in a mass mailing. ikéa-nytt was included as a supplement in farming paper Jordbrukarnas Föreningsblad, with a circulation of almost 300,000. On the cover, Ingvar wrote an open letter to “rural folk”: “I’m sure you know that it’s not easy to make the money go round. Why could this be? You produce goods of various kinds (milk, grain, potatoes, forest products etc.) and I don’t expect you get paid a lot for them. Surely not. And yet everything is so incredibly expensive. This is largely due to the middlemen. Just think what you get for a kilo of pork compared to what the shops charge.” At IKEA, rural folk would be able to buy quality at low prices. This was possible, Ingvar revealed, thanks to “a high turnover, direct delivery from the factory and very low overheads.”
A total of five issues of ikéa-nytt came out between 1948 and 1952. The final one made it clear that from now on, IKEA would only be selling home furnishings. Watches, briefcases, jewellery and pens were sold off at a discount to make way for furniture. On the back was a coupon to fill in and send off for a 100-page furniture catalogue from the future IKEA.