November 13, 2003, Trevose, PA — Advertising Specialty Institute recently commissioned an independent research firm, Equation Research, to conduct a survey of Advantage magazine's readership base. The primary goal of the study was to compare Advantage to Promotional Marketing and Potentials in terms of content and value.
In nine out of ten statements measuring overall benefit to the reader, Advantage rated higher than every other industry publication in its class.
Some key findings of the study include:
- 2/3 of Distributors surveyed would choose Advantage if they could receive only one industry sales magazine.
- Respondents consistently consider Advantage as their first choice for ideas, sales-related issues, educational value, marketing tips, and personal and career development topics.
- Over half of respondents say they look to Advantage for short news stories about industry trends in sales and marketing.
- One-third of respondents say they or their company had a sale they could directly trace to information in Advantage.
The results of the study also showed that 77% of readers have a more thorough knowledge of Advantage than they have of similar publications. Four out of five Distributors indicate they are well acquainted with Advantage. While Suppliers are just as likely to be familiar with Advantage as the other two publications studied, they were more likely to rate Advantage as higher in quality.
When asked, "Other than Advantage, what publications do you read each month?" The Counselor was number one with over two-thirds of those surveyed.
Advertising Specialty Institute (ASI) is the single-largest trade information center for the promotional products industry, with a membership of 20,000 Distributors (sellers) and Suppliers (manufacturers) of promotional products. Suppliers use ASI print and electronic resources to promote their products to more than 17,000 ASI Distributors. Distributors use ASI print and electronic resources, which contain more than 650,000 promotional products, to locate Supplier products and to promote their services to buyers of promotional products. ASI was founded in 1950 and employs a staff of 500. The company offers catalogs, informational directories, newsletters, magazines, websites, and databases, and provides a variety of interactive business, marketing and selling tools.