Harte-Hanks Inc.’s PennySaverUSA.com has partnered with the Independent Free Papers of America, a membership organization that represents more than 225 free-circulation community papers and shoppers and reaches more than 17 million homes in the United States and Canada.
IFPA will market and support PennySaverUSA.com’s Web site where individual IFPA members can receive Web classified services and list their own classifieds online, furthering PennySaverUSA.com’s creation of a nationwide network of local classified advertising content online.
“Through our arrangement, our affiliates – such as IFPA and its members – gain national coverage by a co-listing on PennySaverUSA.com,” said Loren Dalton, president of PennySaverUSA.com, Rancho Cordova, CA. “In addition, they gain access to state-of-the-art Web technology at a cost far superior to what they could find on their own, adding breadth and depth to their online offering.”
Companies that advertise with PennySaver do so to reach local markets. PennySaverUSA.com can be searchable using subject area, ZIP code and distance-from-address. The new partnership with Independent Free Papers expands this reach.
Expect to see the PennySaver having a more multichannel future, Mr. Dalton said.
“The print edition of our PennySaver is delivered weekly and this too stimulates Web traffic,” he said. “All our classified advertisers in California and Florida, where we directly own print publications, get both a Web ad and a print ad with every ad buy. As more households gain Net and broadband access, we’ll see more of this cross-pollination.”