Schoolhouse Rock: Education Market Ranks No. 1
New ASI study says education
accounts for $2.16
ad specialty revenues
PA – August 22, 2011 –
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 second-quarter
sales approximately $4.6 billion. Sales of all promotional products –
aka logoed giveaways handed out to promote companies, schools and events –
in 2010 to $17.4 billion.
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
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
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,
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
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
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