Press release submitted on behalf of Spiel Associates, Inc.
The print finishing industry recently lost one of its defining figures. Norton Spiel, founder of Spiel Associates, Inc., passed away at the age of 92. His career stretched across more than six decades and left an imprint on virtually every corner of the bindery and finishing sector in North America and beyond.
Spiel founded his company in 1963 out of Manhattan, at a time when the printing industry was centered squarely in New York City. Armed with an engineering degree from City College of New York and a natural gift for sales, he built what would become one of the largest and most successful independent machinery dealerships in the country. The business began modestly, selling drill bits and importing drilling machines from Europe, before expanding into a full-service dealership representing manufacturers across the continent.
Norton Spiel took his company to the national stage in 1969, reserving a booth at the New York Coliseum for his first Graph Expo, where he introduced the Sterling Tipper to the American market.  That appearance launched a decades-long presence at the country’s most important printing industry trade events. Spiel Associates became a fixture at Graph Expo and Print, and also exhibited at Drupa, Graphics of the Americas, On Demand, and Ipex. 
Drupa, the world’s largest trade fair for the print and media industry held in Dusseldorf, Germany, was a particular focus. His ability to speak multiple languages gave him a distinct advantage when building those international relationships. Norton traveled extensively, forging vendor partnerships across Europe and Asia and securing North American representation for manufacturers including H&H, Iram, Durselen, AMC, Rilecart, and Tec Graf, among others, as well as Lhermite, Herzog & Hyman, Ziegler & Herzinger, and Lhermite.
Recognizing the importance of controlling his own supply and design process, Norton moved the company into domestic manufacturing. Partnering with Rosback, PVC, and Perkins, he began engineering his own equipment, which allowed him to design solutions specifically for the needs of the North American finishing market. That manufacturing commitment produced the Sterling Punchmaster, the Sterling Coilmaster, and eventually the first in-line automatic plastic spiral binder. The company holds multiple patents in paper punching and plastic coil binding technology.
What set Norton apart was not just his business instincts. He was an engineer at heart, and customers knew it. They brought him problems, and he stayed until he found a solution, regardless of whether it was particularly profitable. That approach became the foundation of the company’s culture and reputation.
The business operated out of Manhattan from 1963 to 1977, then relocated to Long Island City, where it remained for four decades. Spiel Associates is now based in Garden City Park on Long Island and stands as one of the largest independent book binding machinery distributors in North America.
Norton semi-retired in 2000 and passed leadership of the company to the next generation. He never fully stepped away, continuing to advise, attend open house events, and work trade shows as recently as a year ago.
Spiel Associates is now in its 63rd year of business. Michael Spiel serves as President.
Norton Spiel was 92 years old.
About Spiel Associates
Spiel Associates, Inc. is headquartered in Garden City Park, New York. The company specializes in bindery and finishing equipment, including perfect binders, paper punches, coil binding systems, and wire binding machinery. For more information, visit spielassociates.com or call 877-BINDERY.