ASI’s Counselor Magazine Unveils New Look And Fresh Features

Industry’s most respected, best read magazine adds more biz analysis and strategies

TREVOSE, PA – May 11, 2012 – Counselor® magazine, the most powerful voice in the advertising specialty industry, launched a cover-to-cover redesign in its May issue, showcasing innovative content aimed at business leaders competing in a fast-paced marketplace.

This is Counselor’s first major redesign in eight years. The debut issue is more actionable and easier to read and contains four new sections packed with strategies and analysis along with award-winning products, fastest-growing companies, best promotions and top ad campaigns.

The magazine is published by the Advertising Specialty Institute® (ASI), a membership organization serving the $18.5 billion promotional products industry. Counselor, routinely read by C-suite executives, has the highest paid circulation of any magazine in the industry and is audited by BPA Worldwide. The Incentive Marketing Association calls Counselor a “must read.”

“Our paramount goal in redesigning Counselor was to give readers exactly what they asked for: a vital business resource that is enticing, informative and educational,” said Rich Fairfield, ASI’s publisher and executive vice president of marketing and user experience. “This new magazine is a compelling reminder of Counselor’s power in the industry and is designed to make its readers more successful by helping them quickly zero in on leading business strategies that will strengthen their enterprise and increase profitability.”

Counselor‘s new features include:

  • Larger physical size
  • Easy-browsing table of contents
  • Four new sections: News, Case Studies, Apparel and Social
  • Greater social media integration and more user-generated content
  • Regular Counselor Best Places to Work page featuring the industry’s top workplaces
  • New logo and new, easier-to-read fonts

The redesign of the printed magazine coincides with a website redesign available at ( The new features online exclusives, news, regular videos and an interactive experience unlike any other in the ad specialty industry. With social media integration on every page, invites readers to provide immediate feedback on articles and share best business practices with each other.

ASI publishes eight catalogs and five magazines in addition to the Successful Promotions e-newsletter. Founded in 1954, Counselor publishes 13 issues a year, including the State of the Industry, the Hot Issue and the Power Issue, which features the industry’s 50 most influential people. Andy Cohen is the editor of Counselor.

With $13 billion in buying power, Counselor subscribers represent the most powerful forces in the ad specialty industry. Counselor readers rate the magazine as “excellent” for overall, sales and marketing issues – three times higher than its nearest competitor.

In recent years, Counselor magazine has won three Jesse H. Neal National Business Journalism awards (considered the Pulitzer Prize of the business media), three Folio Magazine awards for excellence in editorial and design and six awards from the American Society of Business Publication Editors.

For more information, contact Counselor Editor Andy Cohen at [email protected].

About ASI
The Advertising Specialty Institute (ASI) is the largest media, marketing and education organization serving the promotional products industry, with a network of over 27,000 distributors and suppliers throughout North America. ASI leads the industry in technology solutions, providing cloud-based e-commerce, enterprise resource planning software (ERP) and customer relationship management software (CRM). ESP Web™ is the industry’s leading tool for sourcing hundreds of thousands of products. A family-owned business since 1962, ASI also provides online research, marketing, advertising opportunities, trade shows, education, award-winning magazines, newsletters, custom websites and catalogs to help members sell, market and promote their brands. Visit ASI at and on Facebook, Twitter, LinkedIn, YouTube and the CEO’s blog.

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