Businesses that endure for decades rarely stay the same. Leadership changes. Technology evolves. Business models adapt to new realities. What carries a company through those transitions are its values – principles that steady it through growth, hardship and change.

At Advertising Premium Sales (APS, asi/111800), relationships have been the foundation and the through line. Company founder Harold “Buddy” Shucart prided himself on honesty and the belief that a handshake deal was ironclad. His son Jay expanded that philosophy, becoming a trusted mentor and confidant to clients, suppliers and employees alike. Now, Jay’s son Matt, who runs the company alongside his mother, Sheila, is carrying those same values into APS’ third generation. “That’s one of the biggest things my dad instilled in me,” he says. “This business, this industry, is way more relationship-based than anything else.”

Matt Shucart, third-generation owner of Advertising Premium Sales (asi/111800) and his mother Sheila continue to carry on the legacy of the company started by Matt’s grandfather.

From its long-tenured staff to customers who have remained with the company for decades, APS has built the kind of loyalty that sustains a business across generations. That foundation dates back to the summer of 1962, when Harold – drawing on his background in advertising and public relations – launched Advertising Premium Sales in St. Louis. Less than a decade later, his son Jay shelved his plans to become a pharmacist and instead joined the company after graduating from college.

Both men loved the work and believed in doing whatever the moment required. One cherished family story involves Harold dressing up as Santa Claus to personally deliver presents to clients. Another recalls him dropping something off for one of Jay’s customers (someone Harold had only met once) when the client became overwhelmed unloading a shipment of heavy glassware intended as Christmas gifts. Without hesitation, Harold removed his tie and helped unload every box. He worked in the business pretty much until the day he died in 1985.

Harold “Buddy” Shucart (left) started APS in 1962. His son Jay (center) joined after college and led the distributorship for decades.

Jay, meanwhile, became far more than a distributor to many in the industry. Suppliers routinely sought his feedback on catalog proofs before they went to print, while multi-line reps often made APS their first stop to seek out Jay’s candid advice and sharpen their presentations. “There are multiple vendors,” recalls Matt, “that have come up to us and said, ‘If it wasn’t for [Jay] helping me out, I would have never been able to stay in this industry.’”

Jay’s leadership was defined by optimism, openness and a willingness to have a dialogue and exchange ideas. “The word ‘prince’ comes to mind,” says Lori Brown, the company’s office manager who retired this spring after more than three decades at APS. “He was generous and caring. Very collaborative – just, ‘Let me work with you, let me help you.’”

“That’s one of the biggest things that my dad instilled in me: This industry is way more relationship-based than anything else.” Matt Shucart, Advertising Premium Sales (asi/111800)

Matt’s path into the family business was far less direct. “Growing up, I wanted nothing to do with this business,” he admits. “I thought it was very boring and didn’t really have any interest in it at all.” He spent 16 years working in the restaurant industry before reaching a crossroads moment. When he joined APS, however, he discovered the industry offered the same creative fulfillment he had loved when he managed restaurant kitchens – developing ideas and bringing happiness to people through his work.

“Over the years,” says Sheila, the company’s chief financial officer who started in the business 47 years ago, “I’ve seen him blossom in this industry. And now that he’s being asked to be on certain committees and is representing our company? I’m very proud of him.”

APS employees gathered together in January 2025.

Jay’s death in 2021 left a void that wasn’t easily filled. Matt stepped in and has helped guide the company to new heights, from becoming more deeply embedded in digital technology to expanding its client base outside of the St. Louis region. The company has grown by 66% since 2020, and also underwent a rebrand two years ago. “Matt just took off running,” says Brown. “He assumed the role in a very confident way.”

Next, the company is looking to expand its sales force and continue to modernize its operations while preserving its human-centric approach. “When I look at how we’ve evolved from what we were to what we are today,” says Sheila, “I think my father-in-law would be flabbergasted – and proud. Extremely proud.”