A new online shopping community capitalising on the demand for internet discounts recently launched. MoneySaver, a free, home-delivered special offer catalogue and part of the Niche Media stable is expanding into the online sector with its new website, MoneySaver.com.au.

MoneySaver.com.au aims to help advertisers tap into a new market created by the financial crisis. Current economic conditions have created a huge consumer awareness of personal debt and the possibility of a global recession. In these conditions, vouchers thrive as an advertising vehicle, and much media attention has been paid to websites that are helping consumers to save money.

However, general manager, Adrian Carle saw a problem: most coupon websites are ugly and boring”.

“We wanted to create a website that has character, and speaks to its audience,” says Adrian Carle. “Most of our print readers are women, and many are mothers. We wanted a site that would appeal to our staple audience as well as to newcomers. We wanted to create a place where they can share shopping tips and money-saving ideas with each other, as well as search discount offers.”

MoneySaver.com.au is consumer-driven and free to join, and offers an interactive, fun and user-friendly way to bring consumers discount offers and printable vouchers. Users have access to forums, a blog, a profile page, and a tailored virtual discount booklet. The site also features a freebies page and a shopping tips and tricks section. An online editor’s blog contains hints for feeding and shopping for a family.

Advertisers are granted access to this audience via two options. The premium option gives the advertiser exposure in the print version of MoneySaver – a free special offer catalogue that is delivered to over 5.3 million homes in Australia – and via a printable coupon on the website. The Online Only option enables the advertiser to post a local offer, select the postcodes they wish to target, and choose their keyword tags. Both types of offers show a Google map with the store locations that are closest to the customer’s postcode.

On board for the launch of the website is a host of premium advertisers, among them Pizza Hut, Donut King and Michel’s Patisserie, telecommunications companies Optus and TPG, and pay TV company Austar.