The Advertising Specialty Institute has agreed to terms with PRINTING United Alliance, a printing and graphic arts association, to acquire two key pieces of its services. The deal also establishes a partnership going forward between ASI and PRINTING United Alliance.

The assets that ASI took control of in the acquisition include:

  • Five promo-focused events held by PRINTING United Alliance.
  • Print & Promo Marketing media, which includes Print & Promo Marketing (PPM) magazine and a newsletter, website and search tool.

“The investment that ASI has made sets the stage for co-marketing of events and trade shows, joint education at events and more,” says Dave Leskusky, president of PRINTING United Alliance. The deal sets the stage for many printers and print distributors evaluating promo products to have access to ASI’s technology services.

  • Earlier this year, PRINTING United Alliance acquired Brand Chain, a membership-based brand solutions supply chain community. At the time, PRINTING United Alliance cited Brand Chain’s premier education and supply chain partnerships.

Carleen Gray, CEO of Stahls, a supplier in the field of custom textile printing, says the merger brings prospect of growth for both the printing and promo sides of the equation. 

“Expanding the reach of decoration technology equipment, software, and education to all ASI members through the PRINTING United Alliance Expo show, and Alliance education, is an incredible opportunity for the promotional products industry to learn how to expand and grow sales,” says Gray.

Sources familiar with the ASI/PRINTING United Alliance deal say that the merger will allow PRINTING United Alliance to commit more attention and focus on its core business of serving the printing and graphics industry.

Combined Media Resources

The media portfolio acquired in the deal includes Print & Promo Marketing magazine as well as a number of online resources offering regular news and education.

  • All of these media properties were originally part of NAPCO Media, a printing outlet founded in 1958 by the Borowsky family.

In 2017, NAPCO Media partnered with Specialty Graphic Imaging Association, which would go on to buy NAPCO Media in 2019. The ensuing partnership became known as PRINTING United Alliance. The deal is not the first of its kind between an industry association and a business services provider. Since 2011, PPAI and leading technology provider SAGE have partnered to offer resources to their mutual members.

A Gray Area

There has long been some gray area between the realm of screen printers, decorators and true promotional products distributors. This deal may create more access to the promotional products market for screen printers.

“This is not something I expected to see happen,” says Thomas Rector, CEO of Indiana distributor ScreenBroidery. “I am optimistic knowing there is more ScreenBroidery can do in print and decorating. I see the acquisition adding value and knowledge by merging the print and promo world.

“My hope is this deal pushes the industries’ advancement of print technologies, capabilities and marketing strategies.”

Miles Wadsworth, president of Logo Mats, echoes that sentiment.

“The merger between ASI and PRINTING United Alliance will allow opportunities for promotional products companies in the print industry,” Wadsworth says. “Logo Mats is a part of both industries, and these two companies are a staple in each.”

Does This Affect Existing Promo Events?

The deal has been announced as a partnership, and existing events held by PRINTING United Alliance or ASI will go on as scheduled, with new elements stemming from collaboration between the two entities.

The five Power Meetings and Power House hosted-buyer events that ASI has acquired include four upcoming events this year in Austin, Texas; Napa, California; Chicago, and Park City, Utah. The Coeur d’Alene, Idaho, Power Meeting was held in March.

  • Additionally, PRINTING United Alliance’s Expo next September will include an ASI Promo Products Knowledge Center.
  • Likewise, PRINTING United Alliance will have a presence at ASI’s three largest trade shows providing print-focused educational content.

 “To drive growth in the promo industry, collaboration is imperative,” says Timothy M. Andrews, president and CEO of ASI.

Andrews claims that 20% of ASI distributors have ties to the print sector and approximately 20% of screen printers have dipped their toes into promo.