Strategy July 23, 2025
ASI Chicago 2025: Opportunities in the Print Industry
Dave Leskusky, president of PRINTING United Alliance, discussed the state of the print industry and ways promo distributors can offer print to diversify their revenue streams during an Education Day session in Chicago.
Key Takeaways
• During Education Day at ASI Chicago, Dave Leskusky of PRINTING United Alliance emphasized that expanding into the print market can help distributors grow sales, meet more customer needs and become a one-stop shop for end-buyers.
• Distributors can use print to increase customer retention, tap into high-demand sectors like education and healthcare, and diversify revenue without needing to invest in expensive equipment.
• Distributors can also partner with trade printers or online providers to fulfill print orders, and even consider acquiring print companies.
Promo distributors looking to grow sales and diversify revenue streams would do well to consider the print market, said Dave Leskusky, president of PRINTING United Alliance, at an Education Day session during ASI Chicago.
In “Printing Industry 101: All About Print Products & Your Sales Opportunities,” Leskusky discussed the many ways distributors can expand their offerings with print to become a one-stop shop for end-buyers, including areas such as commercial printing, packaging and graphics/signage. ASI entered into a strategic partnership with PRINTING United Alliance last year.
Dave Leskusky discusses opportunities in the print market during ASI Chicago.
“Meeting more buying needs is convenient and efficient,” said Leskusky. “If you want to sell more to current customers, print is something to consider.”
Indeed, a number of large distributors also offer print in addition to promo, including several Counselor Top 40 firms. On the flip side, Quad Graphics, the third largest printer in the U.S. with tens of thousands of employees, recently announced it will now offer promotional products.
“Of course, distributors are better at selling promo than printers,” said Leskusky.
Key benefits to diversifying with print include sales growth through selling more to current customers; meeting demand by offering more services; increasing customer retention; and diversifying revenue streams, said Leskusky. Plus, top promo markets, such as education and healthcare, are major buyers of print. Key applications include direct mail, marketing collateral, packaging and wide-format print.
The good news: distributors don’t have to invest in printing equipment, though digital presses are extremely versatile; they can partner with trade printers, online providers and others to fulfill orders. They can also purchase print companies if the opportunity arises.
“Look to e-commerce providers like Sticker Mule for inspiration,” said Leskusky. “Check out their top navigation bar to see what types of products you could be offering.”