Sixty-fifth anniversary commemoration of ASI's Counselor Magazine

Celebrating Six Decades of Industry Leadership: Counselor Magazine Turns 65

In an industry that has seen its fair share of transformations, one publication has stood the test of time - Counselor Magazine. This year, the trade publication celebrates its 65th anniversary, marking six decades of providing valuable insights and recognised excellence in the promotional products industry.

A Platform for Promotion

Founded by ASI founder Joe Segel, Counselor Magazine was initially created to offer manufacturers a platform to showcase their logoed products. Over the years, it has evolved into a comprehensive resource for the industry, offering a wide range of content that caters to the needs of distributors, suppliers, and decorators alike.

Recognising Excellence

From its early days, Counselor Magazine has been at the forefront of recognising and celebrating the best companies, merchandise, and individuals in the industry. It launched an ever-growing group of award programs to honour these achievements, setting a standard for excellence that continues to this day.

A Battle for Respect

In the early days, Counselor Magazine played a crucial role in combatting industry critics who dismissed promotional products as "junk" and unworthy of being given as business gifts. The magazine's articles, which often shared selling tips and strategies, helped to elevate the industry's reputation and establish it as a valuable marketing tool.

A Rich History

The Counselor Magazine has a rich history that dates back to the 1950s. During this era, it was common to find vacation schedules of industry companies listed in the magazine. Over the years, the magazine has adapted to technological advancements, from fax machines to web-based, industry-specific databases like ASI's ESP business platform.

Award-Winning Publication

Counselor Magazine's commitment to quality journalism has been recognised with 68 awards for in-depth reporting, business features, design, and photography. This makes it the most award-winning industry publication, a testament to its dedication to delivering high-quality content to its readers.

Expanded Coverage

Over the last decade, Counselor Magazine has expanded its coverage to include special editions like Best Places to Work, Hot List, and Power issues. These editions provide in-depth analysis and insights into various aspects of the industry, offering readers a comprehensive understanding of the market.

Looking to the Future

In the special anniversary issue of Counselor Magazine, industry veterans and newcomers alike share their insights about the industry's past, present, and future. ASI Chairman Norman Cohn, with 60 years of industry experience, offers his thoughts in a Q&A, while newcomer Jana Miller Schmidt, CEO of Harland Clarke, predicts that creating the best online purchasing and follow-up experience will be key to retaining customers.

A Strong Presence

Today, Counselor Magazine reaches a total audience of 30,240 and continues to resonate with marketers due to its ability to engage with readers across multiple channels about industry news, business strategies, and case studies. As the industry continues to grow, with sales having increased from an estimated $459 million to $24.7 billion, Counselor Magazine remains a vital resource for those looking to stay ahead in the promotional products industry.

A Network of Suppliers

ASI, the publisher of Counselor Magazine, serves a network of 23,500 suppliers, distributors, and decorators of logoed promotional products in 55 countries. This global reach ensures that Counselor Magazine is at the forefront of industry trends, providing its readers with the most up-to-date information and insights.

Apparel's Rise

One of the most significant changes in the industry over the years has been the growth of apparel sales. In the 1950s, apparel sales barely registered, but today they make up over a third of industry sales. This shift reflects the increasing importance of branding and the role that promotional products play in helping businesses to stand out.

Streamlined Operations

Another notable change in the industry has been the decrease in order turnaround time. Where it once took three to four weeks to fulfil an order, in some cases, it now takes as little as 24 hours. This efficiency has been made possible by technological advancements, which have streamlined operations and improved the industry's ability to meet the demands of its customers.

Fun Facts and Industry Changes

The special anniversary issue of Counselor Magazine includes a detailed look at the industry's changes over the years, as well as fun facts about the industry's history. This mix of informative articles and light-hearted content makes for a fascinating read, offering readers a unique insight into the evolution of the promotional products industry.

As Counselor Magazine celebrates its 65th anniversary, it continues to be a leading voice in the promotional products industry. Its commitment to quality journalism, industry insights, and recognition of excellence makes it an essential resource for anyone looking to stay ahead in this dynamic and ever-evolving market.