Congress Urges China To Revalue Currency
Attempting to pressure China to raise the value of its currency, U.S. lawmakers introduced legislation this week that could lead to retaliatory trade barriers against Chinese-made products. Backed with bi-partisan support, the bill's sponsors have accused China of unfairly manipulating the value of the yuan to gain a global advantage in exporting, in effect stagnating the world's economies. Congressional leaders and many analysts believe the yuan is undervalued, compared to the dollar, by as much as 40%. "President Obama has outlined a plan to double exports but you simply can't do that if you don't address the currency issue," said Ohio Senator Sherrod Brown on Tuesday. "China's current policy is out-and-out protectionism."

If the Chinese government does allow its currency to appreciate, analysts widely agree the move would benefit the U.S. economy, creating a more competitive trade market, while potentially generating hundreds of thousands of American jobs. However, at least in the short term, some suppliers in the ad specialty industry believe raising the yuan's value would result in rising prices on goods imported from China – and possibly a drop in product quality. "We would see costs increase and potentially quality decrease because suppliers will feel forced to buy cheaper products to keep prices steady," said Jeff Lederer, executive vice president of Counselor Top 40 supplier Prime Line (asi/79530).

Jonathan Isaacson, president of Counselor Top 40 supplier Gemline (asi/56070), believes that the change is something the industry should definitely brace for. "It will have the immediate affect of increasing the cost of doing business in China," he says. "Regardless of when the currency starts to move, and it is a ‘when' and not an ‘if' for this shift, any change in the China exchange rate will have a meaningful impact on the cost of a significant portion of the merchandise sold in our market."

While publicly Chinese officials have rebuffed U.S. claims of currency manipulation, many economists expect China to eventually cede to growing international criticism, partially at its own benefit. If the yuan appreciates, analysts say China would gain greater protection against inflation, a strategy employed by the Asian superpower as recently as 2008. If, instead, China maintains the yuan's value, it could counter American duty threats by dumping U.S. Treasury bonds, weakening the dollar and adding to financial unrest. "We oppose mutual accusations between countries, and even using coercion to force a country to raise its exchange rate, because that's of no help to reforming the yuan exchange rate," said Chinese Premier Wen Jiabao at a news conference this week. "The responsibility for the serious disruption in U.S.-China ties does not lie with the Chinese side but with the U.S."

Video Report: Industry News Of The Week
Every week, Counselor PromoGram offers a video news report that highlights the industry's top stories. Called Industry Update, each episode details the most important trends and news items impacting the ad specialty market.

In this episode, we discuss a major apparel market acquisition and a new go-to-market strategy for a large distributor. Plus, could a new piece of legislation mean rising prices in the ad specialty industry? Click here [http://www.asicentral.com/asp/open/videos/news.aspx] to check out the trends and to watch Counselor PromoGram's Industry Update.

Distributor Provides Uniforms For NCAA Team
Pat Cavanaugh, CEO of distributor firm Cavanaugh Marketing Network (asi/159262), is branching out this week. His offshoot apparel company, Crons, is supplying the uniforms and practice gear for the men's basketball team at Robert Morris University, which is playing this afternoon in the NCAA Tournament against Villanova. Cavanaugh, who played in the NCAA Tournament for the University of Pittsburgh in the 1980s, got in touch with Robert Morris's basketball program two years ago when the team was looking for new uniforms.

Cavanaugh sold Robert Morris on Crons (which stands for "Come Ready Or Never Start"), and the university has provided great exposure for the apparel company, which he started in 1996. "They've been making the tournament wearing our uniforms for the past two years," Cavanaugh says.

In fact, Robert Morris is one of only six teams in the 64-team tournament that's not wearing uniforms supplied by sports apparel giants Nike or Adidas. Now Cavanaugh is trying to expand his uniform business to other major schools. In fact, he signed a deal last fall to provide league gear – but not individual team uniforms – for all of the teams in the Big South Conference. In all, the company has gone from about 20 clients in 2006 to more than 400. It had revenue of more than $2 million last year, and Cavanaugh Marketing Network is a $10 million annual revenue generator.

Obituary: Norm Ogroskin, Multi-Line Rep
Norm Ogroskin, longtime multi-line rep for several suppliers, including Acro-Bag (asi/93775), Webb Company (asi/95838) and Ash City (asi/37127), died after suffering a heart attack on March 15. Ogroskin was 60. "He was the ultimate apparel salesperson and loved to talk to people," says Chris Clark, vice president of sales at Ash City. "He was proud of what he did."

A graduate of UCLA, Ogroskin was known throughout the industry for his warm personality, great product knowledge and huge support of both ASI and the Specialty Advertising Association of California (SAAC). "Even if you had just met him, he made you feel like you had known him for years," says Clark. "His personality was that big and it stood out."

Podcast: Customer Service Challenges Solved
On Tuesday's ASI Internet Radio Show, the hosts took calls from audience members looking for ideas on how to overcome a variety of customer service challenges. Looking for ways to deal with difficult clients or motivate listless customer service reps? Listen to this interactive podcast.

Click here to listen to the customer service segment from Tuesday's show.

Vote Now For Best Ads Of 2009
The finalists have been chosen for the Advertising ASI Spirit Awards. Now, all we need is your input. Please click here to vote in the Best Ads categories for Counselor, Email Express, ESP Online, catalogs and Advantages, and for Best Innovative New Product. You can select up to three per category; limit of one ballot per person, please.

Calling All Distributors And Industry Consultants
Do you have what it takes to be a top-notch industry educator? Do you have a passion for sales, marketing or business management? If so, the ASI Education team is looking for you. We're holding our first-ever, open-call video auditions for distributors and industry consultants – we're looking for new talent to join our roster of highly rated ASI Show presenters.

One talented winner will be booked to present at the upcoming ASI Show Chicago education program where they'll debut their brand-new seminar. This is a priceless opportunity that helps brand you as an expert in your field, and provides amazing networking opportunities to help you grow your bottom line and your career.

Auditioning is easy. First, create a fun three-minute video introducing yourself to us, summarizing your industry expertise and showing off your dynamic presenting style. Next, visit www.asicentral.com/castingcall to download the application form and upload your video. All entries must be submitted by April 5, 2010.

Take The State Of The Industry Survey
Counselor is currently polling professionals in the industry – both distributors and suppliers – to see how the market did in 2009 and to get impressions on where the industry is headed in 2010. We need your input. Please take some time to click the appropriate link below and complete the annual State of the Industry survey. Your responses will remain anonymous and you'll be helping to create Counselor's annual State of the Industry report.

Distributors click here to take the distributor State of the Industry survey.

In The News
iPROMOTEu (asi/232119) has announced that 18 distributors affiliated with the company in February, representing an estimated annual sales volume in excess of $3 million. Among the new affiliates are: Christy Bone, Simply Promotions, Snohomish, WA; Shirley Buckner, BRANDED - Your Way, Bellville, TX; Teresa Chapman, Chapman Promotional Products, Bay Minette, AL; TJ Couzens, Thomas Jay International, Indianapolis, IN; Elaine Rentz and Fonda Davis, Ad Graphic Concepts, Jesup, GA; Kathleen Dukate, Dukate's Lasting Impressions, Waynesburg, PA; Beth and Steve Franklin, Multi-Task Solutions, LLC, Nashville, TN; Amy Kennedy, Cool Stuff Promos, Plano, TX; James Medlock, Authentic Assets, Inc., Deltona, FL; Ellen Orne, Ellen Promotions, Inc., Holliston, MA; Kirby Peabody, Peabody's Promotions, Prairieville, LA; Scott Roberts, Caliber Image LLC, Austin, TX; Sylvester Ryan, Sky Rise, LLC, Plymouth, MA; Robin Snyder, Mellow Dawg Promotions, Columbus, GA; Hall Stubbs, Just Imagine Promotions, Costa Mesa, CA; Peggy Walters, Group PRP, LLC, Beverly Hills, CA; Tony Ward, Yorba Linda, CA; Jill Widlan, PrintOnAnythingStore.Com, North Miami Beach, FL.

R.S. Owens & Co. (asi/75530) has announced its 2009 company award winners. They are: Barb LaMonte (President's Award); Ray David, Jorge Marroquin, Jean McKenzie, Mary Valenti, Carol Fagiano and George Surprenant (Above and Beyond Award).

SanMar (asi/84863) has expanded its next-day service to include all of AR, LA and MS, as well as regions of AL and UT.  

People On The Move
Mary Ann Farmer, former CEO of Magna-Tel (asi/68480), has left the organization and has sold her interest in the company to owner Ken Hastings.

Superex (asi/90231) has hired the Caton Stevenson Agency to provide sales representation in Southwest Ontario.