Helen Gordon

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In 1969, Helen Gordon moved to Houston with her new husband, Robert DeYoung. A no-nonsense, pragmatic mother of three with the heart of a musician and the soul of a painter, Helen was determined to be her own boss by owning and operating her own company.

It didn’t take her long to find success. Helen started the Greensheet, a free advertising tabloid with classified ads and a list of business services, in 1970. Within eight years, she expanded it to five Texas cities without the help of bank loans. But she lived in a good ol’ boy atmosphere, in which long lunches over dry martinis were the norm and women were generally absent from the boardroom.

Even so, Helen was undeterred. She was determined to build a company that would prosper, and prosper it did. By 2012, the Greensheet had grown to a circulation of 650,000 and appeared within four Texas cities. Today, her company is a household name and continues to be one of the most successful classified tabloids in the state.

Her irrepressible optimism, sense of humor, and vivacious personality served her well in her personal and professional life. As told by her daughter, Rebecca, Helen Gordon: The Woman Behind the Greensheet is Helen’s inspiring true story.