The Advertising Specialty Institute (ASI) has acquired a promo-focused events and media portfolio from PRINTING United Alliance, a nonprofit, member-based printing and graphic arts association in North America. Financial terms of the deal were not released.

Under the agreement, ASI has acquired the Alliance’s Power Meetings events and Print & Promo Marketing media brand and formed a new, long-term strategic partnership with the Alliance.

ASI President/CEO Timothy M. Andrews and PRINTING United Alliance President Dave Leskusky.

Executives said the partnership paves the way for members of ASI and the Alliance to capitalize on the increasing convergence of promo products and print distributors and decorators. It also fuels expansion opportunities for ASI members, and grants ASI an exclusive presence at PRINTING United Expo, the largest printing and graphic arts trade show in the Americas, typically attracting 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 potential, 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.”

“By pooling talents across promo, screen printing, print and decorating, we’ll create a dynamic marketplace unparalleled in its scope and potential, while bringing together ASI suppliers, decorators and distributors at more relationship-building events than ever before.” Timothy M. Andrews, ASI

What Exactly Is Being Acquired?

Per the deal and effective immediately, ASI is assuming ownership of five Power Meetings and Power House hosted-buyer events strategically located across key markets.

Executives said this will complement ASI’s portfolio of 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.

ASI also now owns the Print & Promo Marketing (PPM) magazine, daily e-newsletter, media website and free Print & Promo Marketing Product Search tool, which executives said provides ASI members with an expanded toolkit of resources and technology.

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.

“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.” Dave Leskusky, PRINTING United Alliance

ASI and Alliance Events Collaboration

ASI and the Alliance are 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 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, according to executives.

ASI serves a network of 25,000 suppliers, distributors and decorators in the $26.1 billion promotional products industry. The company’s flagship product, the technology platform ESP, manages the industry’s supply and marketing chain. ASI also produces award-winning digital and print content, live events, research and educational programs that enable companies in 53 countries to be more efficient, productive and profitable, executives said.

Meanwhile, leaders said PRINTING United Alliance is the most comprehensive member-based printing and graphic arts association in North America, serving industry professionals across market segments with education and training via iLEARNING+, workshops, events, research, government and legislative representation, safety, and environmental sustainability guidance, as well as resources from its media brands – Printing Impressions, Packaging Impressions, Wide-format Impressions, In-plant Impressions and Apparelist.