PAI History

On November 20, 1903, leaders from nine promotional products manufacturers (then called novelty and specialty goods) met to discuss the formation of an industry trade association. The group came together again in May 1904, to formalize the formation of an industry trade association. The minutes from that first meeting indicate that much animosity was evident and little consensus of ideas was present. The 12 charter members in attendance had very different ideas of what an association should accomplish for them, including such issues as price maintenance, networking, strengthening business and managing/improving salesmen. In spite of the differences on vision, a motion was presented and accepted, and they formed the Advertising Novelty Manufacturers Association, though there was even disagreement on the actual name. Benjamin S. Whitehead, owner of Whitehead & Hoag, Co., a promotional products manufacturing company in Newark, N.J., was elected the first president. Dues of $2 per firm was instituted, primarily to cover the costs of the first meeting. Over the next year, the new Association met twice and adopted bylaws and operating procedures.

To be a member of the Association, the following eligibility requirements were adopted:

"All firms, persons or corporations who are legitimately engaged in the actual manufacture and sale of advertising novelties and who have a regularly organized sales department selling to the consumer and employing not less than 5 regular salesmen on the road and 20 employees in the factory shall be eligible for membership in the Association, subject to the recommendation of the membership committee and the approval of their recommendation by the Association."

Within two years (1906), the Association had 56 members, with eligibility relaxing to include those who manufactured materials used by the companies who produced the "novelties." There was also one honorary member, Henry S. Bunting, who published the Association's official publication. Though some objected to allowing the press into the meetings, it was determined that Mr. Bunting's publication, "The Novelty News," was a major contribution to the recognition of the industry.

In 1910, Bunting wrote a book, "Specialty Advertising—The New Way to Build Business." This book was the first to define specialty advertising, as well as explaining how ad specialties are used in the medium. It is considered a ground-breaking publication.

The year of 1912 saw several major accomplishments for the Association. The proponents of the word "novelty" as a description of the products were out voted and all use of the word was removed from the materials of the Association. In addition, the Association changed its name to the National Association of Advertising Specialty Manufacturers. This decision was rewarded that same year when the Advertising Federation of America officially recognized ad specialties as a legitimate advertising medium and accepted the newly named association as a department of the AFA.

For the first years, the pattern of meeting twice a year was maintained, though trade shows were not part of the early meetings. Time was spent in discussions of the various facets of the industry, including such topics as order-taking, cost accounting and debt collections.

Trade shows became part of the Association's conventions in 1914, with 32 exhibitors at the first show, though the records don’t show who visited the booths, since association membership still did not include the "jobbers," those who sold the products. By 1920, the Association did include jobber members, the name had been changed to Advertising Specialty Association and the Association had its first full-time paid executive secretary. There were now 13 different membership categories, including Advertising Specialty Manufacturers Selling to Jobbers, Cloth Specialty Manufacturers, Calendar Jobbers, Exclusive Calendar Manufacturers and Leather Specialty Manufacturers.

In 1928 the Association celebrated its 25th anniversary with more than 132 members, and employed full-time paid staff and published a bi-monthly journal, the ASA Journal, which was sent to all member firms. Now an influential trade association, the Association had accomplished many things in its first 25 years including uniformity in terms and trade practices and establishing advertising specialties as an advertising medium and the production of a film, entitled "Secrets," about specialty advertising. The success of the film also prompted two additional films, "The Secrets of Success" and "The Way to Success."

The industry was hit hard during the depression, adversely affecting business and depleting the membership and attendance at the twice-yearly conventions. In the midst of the recession and declining membership, the Association once again changed the name, becoming the Advertising Specialty National Association (ASNA) in 1933. In 1934, during the governments efforts to recover from the depression, the jobbers organized into the Advertising Specialty Jobbers Association, formed in federation with the specialty manufacturers in ASNA.

Business eventually picked up significantly, with industry sales figures of $124 million recorded in 1947. The 1950s saw the emergence of dissension within the Association, with the jobber members voicing their concerns that the Association was not responsive enough to their needs. This dissatisfaction began the discussion of the formation of a new Association, separate from ASNA. This came to fruition in 1953 with the organization of the Advertising Specialty Guild, for those who sell promotional products (later called distributors). This group grew to more than 500 distributor members and held their own trade shows, produced a sales manual for the selling of promotional products, formed local chapters and created the Supplier of the Year award.

In 1958, ASNA instituted the "Outstanding Use of Advertising Specialties in Business Promotions Awards Competition," which would later become the Golden Pyramid Awards for distributors. The 1960s saw ASNA begin a commitment to education and professional development which continues to the present. In 1961 the Association began offering Executive Development seminars, through which participants could receive the Certified Advertising Specialty (CAS) designation. In response to their popularity, the Association has continued to offer educational seminars to assist members with new ways to make their business more profitable and effective.The CAS designation would also be expanded and, along with the Master Advertising Specialty (MAS), is recognized today as the sign of professional development within the industry.

In 1966 membership was 1,211 and the number of exhibitors that year was more than 300. In April of 1965, two associations—ASNA and the Advertising Specialty Guild--joined to form the Specialty Advertising Association (SAA), the culmination of discussion that had been going on for almost 15 years. The transition was not easy, but successful.

In 1971 the word "International" was added, becoming Specialty Advertising Association International (SAAI); the membership was now 1,351. And it was in 1976 that the Association broke with tradition and held one of the two annual trade shows in Dallas, rather than both being in Chicago. This was also the debut year of Specialty Advertising Business (now PPB), the official journal of the Association and the establishment of the Specialty Advertising Hall of Fame to give permanent recognition to individuals "whose selfless efforts and devotion to the industry are monumental."

In May of 1978, the Association adopted a recommendation from the Long Range Planning Committee to relocate the Association’s headquarters from Chicago to Irving, Texas, near the Dallas-Fort Worth International Airport. The SAAI Board also voted to purchase a two-acre site for the construction of a headquarters building, which was dedicated in 1979 The current facilities were completed in 1990. Promotional Products Association International (PPAI) adopted its new name in 1993 to reflect the broader spectrum of products and services offered by members. The PPAI Expo, held each year in January in Dallas, Texas, is oldest and largest trade show in the industry. Membership in the Association stands at over 6,700.

PPAI will celebrate its 100th anniversary with a year-long series of events and programs beginning at The PPAI Expo 2003 in January and culminating 12 months later at The PPAI Expo 2004.