Harte-Hanks gives thanks to direct marketing services. One of the largest producers of shoppers (advertising circulars sent by mail) in the country, the company provides integrated direct-marketing services in the US and internationally, including market research and analytics (with help from its Aberdeen subsidiary). It designs contact databases, tracks leads, and provides telephone, e-mail, and printing and mailing services to connect customers with their potential clients. Customers include major retailers and companies from the financial services, health care, and technology industries.
Harte-Hanks' direct marketing services are provided by more than 30 facilities worldwide, with a dozen of these located outside the US. The company's shopper publications are highly targeted -- roughly 950 individual editions are produced for PennySaverUSA.com in California and TheFlyer.com in Florida. Print ads also appear on the publications' websites. Harte-Hanks' shopper division boasts a weekly circulation of 11.3 million in key markets in California and Florida.
Sales and Marketing
The company’s enterprise sales force is organized around the five verticals: retail, high-tech/telecom, financial services, pharmaceutical/healthcare, and a wide range of selected markets.
The enterprise sales force sells a variety of solutions and services to address client’s targeted marketing needs. It also maintains solution-specific sales forces and sales groups to sell its individual products and solutions. The company's sales forces, with industry-specific knowledge and experience, emphasize the cross-selling of a full range of direct marketing services and are supported by employees in each sector assigned to specific clients. Harte-Hanks relies on its enterprise and solution sellers to primarily sell its products and services to new clients and task its employees supporting existing clients to expand its client relationship through additional solutions and products.
Harte-Hanks has seen its profits steadily plummet while its revenues have dropped. The company claimed about $767.7 million in revenue for 2012, down 5% from the $850.8 million it brought in during fiscal 2011. Harte-Hanks earned roughly $860.5 million back in fiscal 2010.
The revenue decline in fiscal 2012 was attributed to decrease in revenue from the company's Direct Marketing segment and Shoppers segment.
To counter losses, Harte-Hanks trimmed circulation and the company has not ruled out further cuts or the possibility of shutting down low-performing publications in the future. Its plan for growth involves developing new products and services and broadening its international reach, particularly in Europe.
In 2013 Harte-Hanks completed a major update to its flagship Ci Technology Database, which now includes new IT spend estimates and installations in hardware, software, storage, communications, personal computers, printers, and servers for more than four million business locations throughout the US and Canada.
The family of co-founder Houston Harte (including vice chairman Houston H. Harte and director Christopher Harte) collectively owns about 13% of Harte-Hanks.