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8 PSI 2016 PSI 2016: BEST RESULT IN SIX YEARS PSI TRENDING UPWARD The PSI is once again on track for growth: 932 exhibitors and 16,810 visitors came to Düsseldorf from 13-15 January 2016 to attend Europe’s leading trade show for the promotional products industry. The trade show achieved its best result in six years, with an 8 per cent increase in exhibitors and 3.7 per cent more visitors, while its internationality rose to 55 per cent. Although impossible to capture in figures, the all-round positive mood and the optimistic view of the new year were almost more important. Each PSI is unique, and that is a good thing. Sometimes it is bigger, sometimes smaller, but apart from this it is constantly developing. However, rarely has it made such quantum leaps as in the past three years, following its reconception in 2014. Now it has a young appearance, completely new ideas for presentations and networking, many new services, and a highquality programme of lectures. As had become apparent in previous years, this year confirmed the assessments of the relevant parameters, showing that the PSI has re- gained its footing and is off to a flying new start. Our talks at the trade show demonstrated that most of the exhibitors and visitors see it as the most important industry event, and one at which you simply have to be present. Most conspicuous were the optimistic mood and relaxed atmosphere, which were distinctly noticed at the stands and in the aisles, as well, of course, as at the many events and the PSI AFTER WORK. THE PSI STANDS FOR INTEGRATION At the press conference for the opening of the trade show, PSI Managing Director Mi- PSI Journal 2/2016 chael Freter highlighted the political, economic, and commercial environment in which today’s PSI has to assert itself. “This history of the PSI is also the history of European integration. Every expansion of the European Union has had a positive effect on the industry and the internationality of the trade show. That is why we need an economically unified Europe without borders,” was the position Freter took. Now that a united German association has been created with the new GWW, it would be good to form a strong European association to lobby politicians at the European level and position the advertising business as an effective industry. Considering these tasks, Freter called the strategic steps that PSI has taken in past years in collaboration with the GWW: empirical studies on the acceptance, media value, and effect of promotional products, the generation of valid market data and political lobbying. INDUSTRY SALES REMAIN STABLE The positive mood shown at the trade show was also reflected in the latest data of the current promotional products monitor, as well as the third edition of the PSI industry barometer. “Promotional products are one of the most stable factors in the advertising market, remaining high at 3.48 billion euros. Promotional products are still

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