Just like in the fashion industry, premiums have their hot sellers and their has-beens. The industry is sensitive to changes in technology that render some premiums obsolete, and to political events that affect the business climate.
Stan Konik, President of Konik an.company, a merchandise premium
supplier to the publishing industry for over 30 years, reports that cameras, which used to be very popular, are now defunct, thanks to digital photography. Calculators and many electronics have also gone by the wayside, he added. Some premiums simply go out of vogue. Pens, for example, are now dead. Umbrellas are only used on a limited basis, because the quality is not there at the price point marketers want to pay - between $2.00 and $2.50 per item and decreasing. ''People are looking for lower priced items with high perceived value,'' Konik declares. He reports that many want imprinting, so his firm offers customized products as well as drop-shipping.
September 11 turned the premium industry on its head. ''All business ceased,'' said Konik. He noted that now business is back to pre-9/11 levels, but the nature of the business has changed. Scissors and knives were popular before 9/11, but have practically disappeared, save for one magazine catering to hunters. Conversely, security devices, such as radios with attached flashlights and sirens are good movers.
Current top sellers include jumbo display clocks with time, temperature and date,
