The Original PennySaver Celebrating 50 Years of Savings
The Largest Direct Mail Shopping Publication in the U.S. Continues to be Invaluable Resource for Local Businesses and Shoppers
BREA, CA (MARCH 19, 2012) – The Original PennySaverTM, a Harte-Hanks (NYSE: HHS) company, is celebrating 50 years of helping people save money in their own neighborhoods. Since its inception in 1962, the iconic company has been the leader in servicing its local communities with classifieds, coupons, and deals for everyday needs. With more than 780 local editions and a reach of more than nine million circulation in California, The Original PennySaver is not only the largest direct mail shopping publication in the U.S., but it is also a brand whose classifieds have helped shape the lives of many.
In addition to its print shopping publications, The Original PennySaver has an impressive Web presence at PennySaverUSA.com and its associated websites. In April 2011, the company launched SaverTime.com, the hyper-localized daily deal site for California residents offering deals on everyday items, with nearly 30 local daily deal offerings.
“For 50 years, The Original PennySaver has been the expert in local classifieds, coupons and savings,” said Loren Dalton, President, Shoppers Digital and Senior Vice President, Sales and Marketing, California Shoppers. “We continue to be an affordable and effective resource for local businesses, and shoppers look forward to the savings offered in our print and online publications each week.”
The Original PennySaver has always been the champion of the little guy, trying to level the playing field for small businesses through print and online classifieds and coupons that are tailored to a specific targeted local community. Other small business resources from PennySaverUSA include PowerSites® and PowerClicks®. PowerSites are websites built and hosted by PennySaverUSA to give local businesses an instant online presence. PowerClicks lets the pay-per-click advertising be handled by PennySaverUSA so that small businesses can be more readily found by users of major search engines.
“I am very happy with my company’s PowerSite powered by PennySaverUSA, and believe it is the main reason I am getting more and more calls every week,” said Matilde Gutierrez of Matildes Housecleaning in San Diego, California. “In fact, I have been so busy that I have had to hire an additional staff person to support the business.”
Consumers have also remained loyal to PennySaverUSA advertisers, because they know that the small business offers found in print and online are not only credible, but are also valuable resources in their own communities.
“There are lots of interesting things for sale or even free,” said long-time PennySaverUSA reader Gail Powell of San Diego. “I have found roommates, purchased automobiles, clipped lots of coupons and even found jobs!”
Reading The Original PennySaver weekly is a ritual for many and often evokes nostalgic memories from the past such as buying that first car or finding a family pet. It’s become so engrained in pop culture that movies such as Juno, books such as It Chooses You by Miranda July, and TV shows such as Saturday Night Live and Two and a Half Men have featured references to The Original PennySaver.
When reflecting on the past and looking toward the future, Dalton said, “Our mission of connecting buyers and sellers at the local level has not, and will not, change. We are grateful to our loyal advertisers, readers, site visitors, mobile users and employees who have been so critical to our success for the past 50 years, and we look forward to an even more exciting future.”
In 1962, Bob DeMarco launched the Huntington Beach PennySaver in California. A showcase for local businesses, customers used to go to DeMarco’s office and wait in line, cash in hand, to place their ads. Demand was so strong, that at his noon deadline at the end of each week, he would have to lock his doors. The Original PennySaver, as we know it today, follows a similar format as the original Huntington Beach PennySaver.
1962 – Bob DeMarco launches the Huntington Beach PennySaver in California.
1973 – Harte-Hanks, a worldwide direct and targeted marketing company, purchases PennySaver from DeMarco.
1989 – Harte-Hanks-owned PennySaver Group boasts a California shopper circulation of 3.3 million.
1996 – PennySaver launches its online presence with PennySaverUSA.com.
1997 – Harte-Hanks acquires the Vista-based PennySaver publication from ABC Inc., a subsidiary of Walt Disney Co.
2003 – PennySaverUSA breaks the Guinness World Record for the World’s Largest Temporary Coin Mural.
2004 – PennySaverUSA receives the Better Business Bureau Torch award in recognition of outstanding ethical business practices and commitment to service within the San Diego community.
2004 – PennySaverUSA breaks the Guinness World Record for the World’s Largest Permanent Coin Mural.
2005 – PennySaverUSA breaks the Guinness World Record for the World’s Largest Piggy Bank.
2008 – PennySaverUSA launches PowerSites product to help local businesses launch websites and connect with customers on the Internet.
2010 – PennySaverUSA launches PowerClicks product to help local businesses get found on search engines like Google, Bing and Yahoo!.
2011 – PennySaverUSA launches SaverTime.com, a hyper localized daily deal site in California that offers savings on everyday expenses.
2011 – PennySaverUSA debuts two apps for iPhone and Android. MOGASA helps users navigate the garage sale landscape with thousands of nationwide garage sale listings and Cha-Ching is a local coupon-finding app for those who enjoy scoring discounts and living large on less.
2012 – PennySaverUSA boasts more than 780 local editions and a reach of more than nine million circulation in California.
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ABOUT THE ORIGINAL PENNYSAVERTM:
PennySaverUSA.com™ and its Florida-based sister publication, TheFlyer.com™ are leading single print publications. The two publications reach over 11.2 million U.S. addresses every week. For fifty years, the PennySaver has helped businesses in California advertise to local communities while connecting buyers and sellers through local classifieds. Known as PennySaverUSA.com online, readers are enjoying the same local values as the publication has been trusted to deliver for decades. On the web, PennySaverUSA.com and TheFlyer.com are advertising portals bringing users local online classifieds, business listings, online coupons, and a range of business products and services like PowerSites™ that help small and medium size businesses build websites and establish a web presence to improve lead generation. For more information, visit us online at http://www.pennysaverusa.com or http://www.theflyer.com.
Harte-Hanks, Inc. (NYSE: HHS) is a worldwide direct and targeted marketing company that provides marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks® Web site at http://www.harte-hanks.com or call (800) 456-9748.
Maletzky Media for PennySaverUSA