Joseph Truncale, who "joins" PRSA as CEO, a release said yesterday, actually won't arrive until January. He is from a merger of three printing, mailing and fulfillment trade groups (AMSP, NAPL and NAQP).

Truncale
Truncale

Truncale, said the press release in the Society newsroom, "joins" the Society from the National Association for Printing Leadership, East Rutherford, N.J., an organization that has not existed by itself since late 2013.

Although the press release and story on the Society website do not mention Truncale's January arrival, it is mentioned in an email to members.

He has not returned an email seeking an interview. Stephanie Cegielski, VP-PR of the Society, has declined for the moment to set up such an interview.

NAPL and the Assn. of Marketing Service Providers (previously the Mailing and Fulfillment Service Assn.) voted on Dec. 17, 2013 to merge the two organizations. Included, said the release, was the National Assn. of Quick Printers, comprised of copy shops and small format printers. NAQP was part of the NAPL Network.

The three groups, now operating under the name of AMSP/NAPL/NAQP, are "well along in the process of developing a new name and identity that will build on the important legacy of each of the three associations while moving the combined organization in a bold new direction," said Kenneth Garner, CEO of AMSP who is joining the combined associations as CEO in January when Truncale moves to the PR Society.

NAPL Revenues Fell 28% in 2012

amspNAPL revenues fell 28% in 2012 to $3,528,386 from $4,904,140 in 2011, according to IRS Form 990 accessed via GuideStar. Expenses were $3,780,742 for an operating loss of $252,354. Filed Aug. 8, 2013, the form is the latest financial information publicly available.

Dean D'Ambrosi, VP/CFO, AMSP/NAPL/NAQP, said the 990 for 2013 has not yet been filed with the IRS. GuideStar usually does list filings until 3-6 months later. Final deadline is Nov. 15. Initial deadlne was May 15.

Truncale's 2012 pay package totaled $303,080 and included $277,508 base pay and $25,572 in nontaxable benefits.

The six executives listed were paid $1,457,190 of the total payroll of $2,035,454. Executives' pay was 57.6% of revenues.

Highest paid was William F. Woods, listed as a "former senior VP," who received $350,000. A Jan. 13, 2009 release said he joined NAPL as a "senior consultant in its Print Consulting Services Group." He was described as "an attorney and veteran of the graphic arts industry" who "specializes in executive coaching for entrepreneurial business leaders and brings a new capability to NAPL's broad array of consulting services…"

Others listed were Timothy Fischer, SVP, $214,328; John Hyde, VP, $190,951; Andrew Paparozzi, VP and economist, $189,481, and Michael Philie, consulting, $209,350.

Launched "Workplan for Success" in 2010

NAPL in July 2009 launched "WorkPlan for Success," which it described as "a comprehensive business development program that puts into the hands of every association corporate member the strategies, tactics, and tools for handling many industry business issues successfully."

The plan included free webinars for members and would eventually provide "more than a thousand pages of relevant, industry-specific management material that is easy to access and navigate," said Truncale.

He added: "We've taken our Management Plus program knowledge, our NAPL Research Center Studies, and the field experience of our Business Advisory Team members and combined them into a program that not only informs our members about what they can do to achieve greater profitability, but shows they how to do it and gives them the tools for doing so in their own company right now."

Woods said the Management Plus program provides "a framework of best practices specific to our industry and our members" and the WorkPlan "turns this knowledge into a living program that our members can access and apply whenever they want to and more importantly, when they need to." It's designed as a "do-it-yourself tool," said Woods.

NAPL Has Net Assets of $26.8M

NAPL's 2012 Form 990 shows $26,825,421 in net assets including $681,080 in cash and temporary investments; investments of $2,824,859 (a decline from $4,115,215 in the previous year), and $24,026,492 in "other assets).

Schedule "D" of the return shows book value of investments in the NAPL Foundation total $23,737,491. Also listed are 457 plan assets and CSV of $283,610, and investment in affiliate, $5,391.

Truncale has Ph.D. from NYU

Truncale has an undergraduate degree from Monmouth University, West Long Branch, N.J., an M.A. from Rutgers, New Brunswick, and a Ph.D. in Media, Culture an Communications from New York University.

The Society's search committee said it reviewed nearly 200 applicants and conducted "multiple rounds of interviews" before offering the post to Truncale.

Said the committee: "During the first of several in-person interviews, Joe immediately captured the attention of the search committee with his magnetism and captivating story-telling ability.

"Most importantly, he impressed us with his shrewd business acumen, proven leadership ability and his deep understanding of the trade association space, and the opportunities and challenges our association faces during a time when social media is revolutionizing the business and media landscape."