Schoolhouse Rock: Education Market Ranks No. 1

New ASI study says education accounts for $2.16 billion of total ad specialty revenues

TREVOSE, PA – August 22, 2011 A new study from the Advertising Specialty Institute says the education/schools/universities market rose to No. 1 in the industry for the first time, accounting for over 12% of total ad specialty revenues.

In addition, the ad specialty industry posted gains in six straight quarters, according to ASI sales surveys, with 2011 secondquarter sales approximately $4.6 billion. Sales of all promotional products aka logoed giveaways handed out to promote companies, schools and events rose 9.4% in 2010 to $17.4 billion.

In ASI’s State of the Industry 2011 Distributors Report, distributors were asked what percentage of sales volume was done in various markets during 2010. The education market has steadily grown, up nearly two percentage points from 2009, and up for the fourth consecutive year.

Other highlights of the report, which was published in a special annual issue of Counselor magazine, include:

·        Health/medical/hospitals fell to second with 10.4%. 

·        Automotive was up to 6.6%, its highest level since 2007. 

·        Manufacturing rose to nearly 9% as the U.S. economy picked up steam throughout 2010.

Nearly 50 million students are heading off to approximately 99,000 public elementary and secondary schools for the fall term, according to the U.S. Department of Education. “In the face of slashed school budgets, schools, sports teams and clubs often sell ad specialties to raise money for activities and boost school pride, selling logoed cups, shirts, bags and even models of the school itself,” said Timothy M. Andrews, president and chief executive officer of ASI. “Considering there are about 6.9 million high school athletes alone, it’s no wonder the education market is so robust.”

For a video demo of top school-related promotional products, click here.

Andrews said another education trend concerns an uptick in corporate sponsorship of schools, clubs and teams, with most guidelines allowing for sponsorship as long as the product itself is educational in nature. USA Today reports about half a dozen states already allow school bus advertising as a way to counter severe education budget cuts, including Colorado, Arizona, Florida, Minnesota, Tennessee and Texas.

ASI’s research studies are the most influential in the industry’s history, continuously cited throughout the B-to-B industry and across the advertising and marketing spectrum.

About ASI
The Advertising Specialty Institute is the largest education, media and marketing organization serving the advertising specialty industry, with a membership of over 26,000 distributor firms (sellers) and supplier firms (manufacturers) of advertising specialties. Supplier firms use
ASI print and electronic resources to market products to ASI distributor firms. Distributor firms use ASI print and electronic resources, which contain nearly every product in the industry from more than 3,200 reputable suppliers, to locate supplier firms and to market services to buyers. ASI provides catalogs, information directories, newsletters, magazines, websites and databases, and offers e-commerce, marketing and selling tools. Visit ASI at and on Facebook, Twitter, LinkedIn, YouTube and the CEO’s blog.