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Survey Shows Positive Outlook for 2012


TREVOSE, Pa.—The Advertising Specialty Institute (ASI) releases its 2011 distributor sales research report, showing total industry sales of $18.5 billion, up 6.2 percent from 2010. Other findings include that sales have increased for eight straight quarters, with a 6.5 percent 2011 fourth-quarter sales increase reported—the highest since the first quarter of 2011.

The ASI commissioned the exclusive survey to estimate industry sales for 2011 and included the industry outlook for 2012. Invitations for the survey went to ASI distributor members who were the primary contact with their firms, and had been in business at least one year. 

Other highlights from the study show 85 percent of larger distributors (with more than $1 million in revenue) reported an increase in sales in 2011, while more than two-thirds (70 percent) of all distributors reported an increase. Fifty-four percent of all distributors reported an increase in the fourth quarter. Distributorships with at least $250,000 in annual revenue reported greater percentage increases than small distributors.

More than three-quarters of all distributors feel sales for 2012 will be higher than sales in 2011 and the sales forecast among distributor firms for 2012 versus 2011 shows consistency across different sized distributorships. About three-quarters of all sized distributor firms feel that sales in 2012 will be higher than in 2011.

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