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Ad-Lit Distribution


Ad-Lit has earned the reputation of being the #1 brochure distributor in the Midwest by maintaining high quality service, unequaled display rack locations and the highest level of exposure for our clients. From strategically placed brochure display rack locations, inventory tracking and a state-of-the-art fleet of delivery vehicles with the latest GPS sysstem and mapping software, Ad-Lit takes brochure distribution services to the next level. We work hand-in-hand with our customers to increase exposure and most of all, revenue. Our forward-thinking approach and our promise to produce results is what sets us apart.

Ad-Lit History

In 1966 Tom Gussel, President and founder of Ad-Lit Inc.,fresh out of college, was approached by area attractions who were looking for a way to distribute their brochures. Ad-Lit began the following year, Tom loaded the back of his 1955 Dodge truck and hired one young employee. Among Ad-Lit's first customers were the Dells Boat Tours, Original Wisconsin Ducks, Fort Dells, Storybook Gardens and the Indian Ceremonial. The first warehouse was a cabin at Old Newport Resort and Tom’s first desk, a pallet perched on top of six cases of brochures. A little over ten years later, in 1977, the first Wisconsin Dells Travel & Attraction Guide was published followed by the Summer Wisconsin Travel Guide in 1989, the Dells/Delton Menu Book in 1990, the Winter Wisconsin Travel Guide in 1992 and Wisconsin Dells Seasonal Adventures Vacation Guide in 1997. Ad-Lit then expanded its reach with the advent of two major travel websites, Dells.com and Wistravel.com, launched in 1995.

Ad-Lit has grown from its humble beginnings to its present fleet of twelve distribution trucks, eleven routes run year-round and almost 230 print distribution customers.

Indeed, Ad-Lit has grown from one employee to thirty-two full time employees and twelve seasonal employees. Who knows what the future might hold...


Phil Helley
Sales/General Manager
With over 35 years experience in brochure and tourism advertising, Phil Helley has earned the respect and admiration of the Wisconsin Dells business leaders. With his hands-on approach to overseeing Ad-Lit as General Manager, he is dedicated to establishing the company as the Midwest's leader of brochure distribution services. Phil is the driving force behind the company’s strong dedication, forward-thinking solutions, the development of technology and ensuring comprehensive services of the future to make every Ad-Lit customer successful.

Personally as well as professionally, Phil is proud that the company’s service drives qualified business to his client’s doorstep. “Our consistent drive to stay on top of our game and the willingness to adapt to changing markets are key ingredients to our success and credibility. Our team and our services are second to none.”

- Contact Phil Helley


Dennis Healy
Sales/Director of Distribution
Born and raised in Pardeeville, Dennis Healy has watched the growth and progress of our area’s tourism industry first hand. Director of Distribution for over 25 years, Dennis oversees the company’s field representatives and all routes offered by Ad-Lit. As the company’s “go to guy”, Dennis is always on-hand to assist with determining rack locations, slot needs and ensuring accurate reporting to make Ad-Lit customers successful.

- Contact Dennis Healy


Larry Kelly
Distribution Operations Manager
Larry is another veteran crew member with over 25 years of service. Scheduling distribution routes, Scheduling employees and just about everything else around Ad-Lit is what keeps him coming back everyday. Larry has been with us from the beginning and has been a big part of our continued growth.

- Contact Larry Kelly


Cheryl Harder
Distribution Office Manager
Cheryl is the glue that keeps our distribution department going! From maintaining route sheets to creating rack pictures, she brings experience and dedication to our company. As Cheryl has been with Ad-Lit over 15 years, she has come to know almost all our customers.

- Contact Cheryl Harder


Scott Schulz
Route Supervisor
Scott has been with Ad-Lit for over 15 years and as well as holding the title of Route Supervisor he also oversees the maintenance of our fleet of delivery vehicles.

- Contact Scott Schulz


Mark Prodoehl
Route Supervisor
Mark keeps our distribution drivers on track by maintaining the latest GPS systems and mapping software. By finding the most efficient routes to travel, Ad-Lit is able to reduce expenses, shorten travel times, and run over 12 distribution routes as efficently as possible. Mark has been with Ad-Lit over 10 years.

- Contact Mark Prodoehl