The Advertising Specialty Institute^® (ASI), the leading technology, marketing and information provider in the $26.1 billion promotional products industry, today announced it has acquired a promo-focused events and media portfolio from PRINTING United Alliance, the most comprehensive nonprofit, member-based printing and graphic arts association in North America.

Under the agreement, ASI acquired the Alliance’s Power Meetings events and Print & Promo Marketing media brand and formed a new, long-term strategic partnership with the Alliance. The mutually beneficial partnership between the two formidable forces:

• Paves the way for members of both organizations to capitalize on the increasing convergence of promo products and print distributors, printing and apparel and promo decoration.
• Fuels expansion opportunities for ASI members.
• Grants ASI an exclusive presence at PRINTING United Expo, the largest printing and graphic arts trade show in the Americas, which typically attracts 30,000 registrants.

“Today’s deal marks a new era and transformative leap for both ASI and our industry,” said Timothy M. Andrews, ASI president and chief executive officer. “To drive growth in the promo industry, collaboration is imperative. Considering that 20% of ASI distributors have ties to the print sector and a similar proportion of screen printers have expanded into promo, the potential for synergy is clear. By pooling talents across promo, screen printing, print and decorating, we’ll create a dynamic marketplace unparalleled in its scope and possibilities, while bringing together ASI suppliers, decorators and distributors at more relationship-building events than ever before.”

Dave Leskusky, president of PRINTING United Alliance, emphasized the strategic significance of ASI’s acquisition. “The investment that ASI has made sets the stage for co-marketing of events and trade shows, joint education at events, and more,” Leskusky said. “For the many printers and print distributors evaluating promo products or interested in expanding their promo business, this partnership offers access to ASI, the promo industry’s leading service provider. For ASI suppliers and distributors who decorate in-house, this exciting relationship delivers invaluable support, education, research, events and expert guidance on the best techniques and technology to help them more effectively and efficiently decorate promo products.”

Effective immediately, ASI assumes ownership of:

• Events: Five Power Meetings and Power House hosted-buyer events strategically located across key markets, complementing ASI’s portfolio of leading hosted-buyer events with established, productive events for distributors and suppliers. Of the acquired events, the Coeur d’Alene, ID, Power Meeting was already held March 25-27. Upcoming Power Meeting and Power House events include Austin, TX, May 20-22; Napa, CA, August 19-21; Chicago, IL, September 23-25; and Park City, UT, October 28-30.
• Media: Print & Promo Marketing (PPM) magazine, daily e-newsletter, media website and free Print & Promo Marketing Product Search tool, providing ASI members with an expanded toolkit of resources and technology.

ASI and Alliance Events Collaboration
ASI and the Alliance are also teaming up to offer an ASI Promo Products Knowledge Center along with promo-focused education sessions at the Alliance’s next Expo, September 10-12, in Las Vegas, featuring over a million square feet of printing and decoration equipment. The Expo’s 800+ exhibitors generally include several Top 40 ASI suppliers.

In turn, the Alliance will offer print-focused educational content at all three of ASI’s large trade shows, starting with ASI’s upcoming Chicago trade show, July 23-25, the largest promo products trade show in the Midwest.

A co-marketing agreement encompassing print, social, email and digital media will provide members of both organizations with a clear understanding of where promo, print and graphic arts overlap, identify opportunities and offer direction on sourcing information needed to succeed. For ASI members, collaboration between the two organizations will provide greater access to year-round educational and networking resources through the Alliance’s digital platforms and events.

To ensure continuity, ASI will preserve the Alliance’s media and event branding and the Alliance will continue to manage its scheduled 2024 hosted-buyer events.

Benefits to ASI members • ASI, largest organization in promo, joins with largest nonprofit in print and decoration • Expert revenue advice on print, promo and decoration convergence • Access to print and decoration technique instruction and education • Alliance membership opportunity for tools, research, events and affinity partners • PRINTING United Expo access with 800+ exhibitors, 1.2+ million sq. ft. of equipment • Expanded audience of promo product resellers and print and decoration equipment and services • Alliance’s legislative advocacy in Washington, D.C. • Info and education to source best imprinting technologies, products and services • Greater networking at more events • Access to largest global promo, print and graphic arts community