In this fifth installment of the Counselor Podcast: Power 50 Series, Jo-an Lantz explains why she thinks the pace of everything in the ad specialty market is picking up. "The Amazon model is really beginning to encroach on this business," said Lantz, executive vice president of Top 40 distributor firm Geiger (asi/202900). "Traditional methods and approaches are shifting in this business and everybody really needs to adjust. There’s just less time in the whole supply chain."

Also in this podcast, Lantz discusses why she’s so bullish on the promotional products market for the upcoming year and details the shifts she foresees in the business moving forward.

In this series of podcasts, Counselor talks to some of the most influential people in the promo products market – the members of the 2015 Power 50. Leading up to the announcement of the exclusive Power 50 in November, Counselor is catching up with various members of the list to gauge their views of the market.

What's their outlook for the industry? What's the top challenge that promo companies face today? What tech item can these top influencers simply not live without? All that – and more – takes place in these one-on-one in-depth conversations.

Listen to the podcast below, and for more Counselor Power 50 podcasts click here.