Posts Tagged ‘revenue’

Radio revenue may have turned the corner

Thursday, March 25th, 2010

Folks in the radio business have some good news with what Advertising Age calls “not just a slight increase for 2010 but several years of compounding growth.”

It’s not much though. “The predicted turnaround will be slight, leaving radio revenue in 2014 still shy of its 2008 level,” the magazine says.

BIA/Kelsey, a consulting firm specializing in local media, says radio ad revenue is likely to see a 1.5 percent gain this year.

“The industry will continue to grow its online revenues in 2010 as increasingly more progressive radio groups recognize they are more than just over-the-air transmitters and begin to integrate cross-platform promotions with their broadcast and Web operations,” Mark R. Fratrik, VP at BIA/Kelsey, says in the report, according to Ad Age.

Ad spending fell 12.3 percent in 2009

Thursday, March 18th, 2010

We’ve been out-of-pocket for a few days and we’re shoveling through the e-mail. Most significant so far is the report from Kantar Media, formerly known as TNS Media Intelligence.

“Ad spending in 2009 came in at $125.3 billion, a drop of 12.3 percent compared to the prior year,” the report says, according to Crain’s New York Business.

“The good news was that fourth-quarter ad spending fell by only 6 percent. In addition, preliminary numbers for the first quarter of 2010 show most media categories doing better than they were a year ago, said Jon Swallen, a senior vice president at Kantar Media.”

This is worse than a previous report from Medill Reports that said overall U.S. advertising spending was down 9 percent for the year last year. (Kantar isn’t limiting its number to the U.S., perhaps.)

According to Kantar Media, “radio fell 20.3 percent, local television plunged 23.7 percent, magazines dropped 17.4 percent and newspapers 19.7 percent.” Network television was down 7.6 percent for the year but turned around in the fourth quarter to rise 4.1 percent. Cable TV was  down just 1.4 percent.

Internet display advertising rose 7.3 percent.

“The biggest turnaround may be taking place among newspapers,” Crain’s says. “According to Mr. Swallen, advertising is flat so far this year, which puts the category on track to record its best quarter in two-and-a-half years.”

Digital ad spending to pull ahead of print

Monday, March 8th, 2010

A 9.6 percent jump in digital advertising in 2010 means more money will be spent on digital ads than print for the first time this year, according to Outsell’s annual advertising and marketing study, says Forbes.

“Of the $368 billion marketers plan to spend this year, 32.5 percent will go toward digital; 30.3 percent to print,” Forbes says. “Digital spending includes e-mail, video advertising, display ads and search marketing. ‘It’s a watershed moment,’ says the study’s lead author, Outsell Vice President Chuck Richard.”

The study, which is due out today, also says that ad spending for magazines will rise this year by 1.9 percent and, quoting Richard again, “We should see far fewer closures and cutbacks among traditional media.”

Lots of numbers, most of them bad

Friday, February 26th, 2010

Medill Reports presents a roundup of advertising spending for newspapers and magazines from 2009, including a couple of graphs and, as anyone who’s paying attention could tell you, it’s not a pleasant sight.

On the deep end, according to Nielsen figures, local Sunday newspaper supplements show a 45 percent drop in ad revenue. Business-to-business magazines show a 33 percent plunge, and local magazines sank 24 percent. (Sunday supplements and local magazines. This is why we have time to write this blog.)

The bright spots were a 32.2 percent jump for Spanish-language cable television and a 15 percent gain for cable television. FSI coupons were up 12 percent.

In a trend that extends to 2006 at least, overall U.S. advertising spending was down 9 percent for the year last year. In 2008, U.S. ad spending fell 2.6 percent.

Future is later but still dim for McClatchy

Wednesday, February 24th, 2010

Financial analysts polled by Reuters are not optimistic about the McClatchy Company’s future despite the breathing room the newspaper publisher has made for itself by restructuring its debt through bond sales. One gives the company 18 months to two years to figure out how to make enough revenue online to sustain itself.

Things looked better in January when the company announced “encouraging fourth-quarter results,” Reuters says. Then the company put off its next major debt payment until 2013 by agreeing to higher interest rates.

“But McClatchy’s swaps have retraced all of January’s strengthening and are now 157 basis points wider than when its refinancing was announced, at about 1016 basis points as of Tuesday, according to data from Markit,” the Reuters report says.

“‘I think the market is smart enough to know that there are some fundamental issues here and what they’ve done is basically delayed the inevitable,’ said Shelly Lombard, analyst at independent research service Gimme Credit.”

“Despite the fact that McClatchy’s online revenues are growing rapidly, they are still a small portion of its overall business and are not expanding quickly enough to replace newspaper revenue, she said.

“On the positive side, Lombard said she does not expect McClatchy to run into problems for at least 18 months and probably two years, and investors can collect their coupons until then.”

G.D. Gearino, a former business editor at McClatchy’s News & Observer in Raleigh, provides a good explanation of  McClatchy’s bond swap on his blog. He also points out that deep in the financial statements we find that “the new bonds, unlike the previous ones, are backed by McClatchy’s assets. Bondholders will be on equal footing with the banks.  And one of those assets, of course, is The News & Observer.”

We saw the Reuters report mentioned on the Fitz & Jen blog at Editor & Publisher, where, in their daily market roundup, they point out that on Tuesday McClatchy “took the sector’s biggest hit percentage wise with its shares off 5.7 percent to $5.12. Reuters reported that credit default swaps for MNI indicate the market is nervous about the company.”

Miami Herald puts tip jar back under the counter

Monday, February 22nd, 2010

The Miami Herald announced over the weekend it was ending a program begun in December in which it asked readers to donate to the newspaper.

“After evaluating two months of response, we’ve decided to end the program,” Elissa Vanaver, a company vice president and assistant to the publisher, said in the newspaper’s report. She would not say how much money the effort had raised.

Shortly after initiating the program, in which credit card forms linked at the bottom of articles on MiamiHerald.com and ElNuevoHerald.com enabled donations,  Executive Editor Anders Gyllenhaal said it had “elicited an encouraging steam of gifts, ranging from $2 to $55.”

Vanaver said when the program was launched in December and again this past weekend that The Herald has no plans to charge for content online. The newspaper does charge $2.99 for mobile applications that deliver sports content, its report said.

Down is the new “up”

Thursday, February 18th, 2010

A couple of “less bad is good” stories today:

Monthly magazines’ latest quarterly decline in ad pages, at 5.7 percent, is “not the same as a gain but a much smaller loss than the double-digit plunges that have been seen since the third quarter of 2008,” Advertising Age says. Ad pages fell in 94 monthlies this quarter and grew in 59, according to the Media Industry Newsletter.

Total revenue for Lee Enterprises fell just 9.2 percent in January compared with a year ago — the first single-digit percentage decline since 2008, and the fifth consecutive month in which the year-over-year revenue comparison moderated, according to Editor & Publisher.

Continued rough sledding ahead for newspapers

Monday, February 15th, 2010

A look at fourth-quarter 2009 financial results from five of the 10 publicly owned U.S. newspaper companies that have reported so far shows that “it’s clear the industry as a whole is still in deep trouble, with no strong indication that better days are ahead,” says a Nieman Journalism Lab report.

The report says that in Q4 2009 the industry “saw its 14th consecutive advertising revenue decline; the last nine of those quarters were double-digit declines.” And nothing indicates that January, typically a bad month for revenue, is looking any better.

The report examines the five publishers individually: Gannett, New York Times Co., Lee Enterprises, Media General and McClatchy Co.

At McClatchy, it finds strong online revenue growth comparatively, but scoffs at CEO Gary Pruitt’s claim that expectations of revenue declines in the low- to mid-teens percentage range in January indicate a recovery. “In other words, McClatchy expects the Q4 decline of 20.5 percent to be followed in Q1 2010 by a decline of somewhat less than 15 percent, and considers that to be an ‘improving advertising trend.’”

In another problem area, “Besides nearly $2 billion in long-term debt, McClatchy also disclosed that at year-end, its pension plans were underfunded by $494 million in the ‘qualified’ plan (their standard defined benefit plan, which is frozen), and another $100 million in the non-qualified supplemental executive-level plan. This accumulation of future obligations makes McClatchy one of the most-leveraged publishers out there.”

McClatchy’s Pruitt: online ad model working

Wednesday, February 10th, 2010

McClatchy CEO Gary Pruitt said Tuesday that deriving online revenue from advertising is working just fine and there’s no reason to move toward paywalls, according to Editor & Publisher’s account of the speech.

Pruitt gave the keynote address at the Borrell Associates Local Online Advertising Conference in New York City.

Pruitt is also OK with aggregators like Google and Yahoo, because they send plenty of traffic — 20 percent, he said — to McClatchy newspapers’ sites.

In fact, McClatchy credits its success in building online revenue to its alignments with several different Internet players including Yahoo, Cars.com and CareerBuilder,” E&P says. “Pruitt told the Borrell conference that online revenue in 2009 accounted for 16 percent of total revenue — up from 11 percent in 2008.”

“We are very comfortable with free content supported by advertising,” Pruitt said. “We don’t view it as fatally flawed. That said, if we could make ad revenue with paid products we would.”


Analyst warns against McClatchy bond sale

Tuesday, February 2nd, 2010

A Reuters analyst urges caution to those banking on the McClatchy Company being out of the financial woods.

McClatchy is marketing $875 million of bonds this week. But bond investors should be wary. McClatchy’s performance will be tough to maintain,” writes Lauren Silva Laughlin.

McClatchy has cut costs, mainly through layoffs, to recover from near bankruptcy, and digital advertising revenue grew by 15 percent in 2009 compared to 2008. But online revenue is still only 16 percent of the total, which was down by 20 percent in the 4th quarter of 2009.

The worry is that McClatchy can’t cut costs fast enough to bridge the time it will take to transform print revenue to digital,” Laughlin says. “Without ending the print declines, lost revenue could easily consume the benefits of cost savings.”

McClatchy is selling senior secured notes due in 2017 in a deal that is expected to price on February 4. The publisher intends to use the net proceeds of the offering to repay approximately $614 million under its credit agreement and to fund its cash tender offer for approximately $166 million aggregate principal of notes due June 1, 2011 and approximately $24 million of senior notes due 2014.