Two acquisition announcements last week should shed some light on the valuation of “old media” newspaper organizations who clearly are or should be in the process of moving online themselves. All the newspaper conglomerates have suffered in the last year: majors such as Gannett, McClatchy, the New York Times Co., Scripps, and the Washington Post. Smaller players such as A.H. Belo, GateHouse Media, Journal Communications, Lee Enterprises, and Media Genera. The two stocks that had a decent return were those bought out; Tribune and Dow Jones.
C|Net, a broad online media site with properties such as News.com and Gamespot, is being aquired by CBS for 1.8 billion, Ars Technica, a techie blog, by CondeNast for a reported $25 million. Both are tech sites and as such possibly more desirable and not terribly analogous to the properties held by the Newspaper chains but long term there is unlikely to be a large gap between the ability to monetize traffic in the vertical most likely to lead the charge online, and others such as local content that the newspapers still dominate.
One privately held company being acquired by another doesn’t give a flurry of public documentation. Unique visitors a month to Ars Technica are reported to be anywhere from 1.5 million to 4. Federated Media gives list prices for CPM campaigns there as $36-40. Assuming 2 million uniques averaging 1.5 page views a month and 50% of inventory sold at 24 on average after discounts of list prices brings us to 4.32 million in revenue before Federated Media’s cut, typically 40% = 2.5 million revenue site with very minimal expenses. Assume 2 million pretax profits. (CondeNast will be able to immediately squeeze greater profitability through the use of their internal sales force, a classic acquisition where both sides immediately benefit.)
C|Net, being acquired at a multiple larger than the market multiple for CBS’s earnings (7.9x versus 22.5x EBITDA, according to Wall Street Journal, which looks pretty dubiously at the deal) means even greater synergies or growth are expected to occur.
Are online media properties worth around 20+x the value of pre-deal sales force consolidation EBIDTA? Then the Newspaper stocks, savaged over the last five years are clearly worth a great deal more than the market bears. This assumes a gradual senescence of their still strong cash cows. Sam Zell may get the last laugh after all. However, this deal price presupposes a decent online content strategy. But as Tribune and Dow (and the acquisition of the Philadelphia Inquirer by Brian Tierney) show there are buyers out there.
The executive mentality that characterizes blog networks such as weblogs (part of AOL) and Gawker Media that understand the importance of structuring content for search, and the network effects of Google PageRank appears rare. Executives impress upon investor audiences their A) amount of content B) pure reach both in their localities and nationwide and C) the local sales force. None of these are fundamentally secure the way the high infrastructure costs of print distribution made their local positions pretty solid in the pre-internet era. Warren Buffett (owner of the Buffalo News, and with a substantial stake in the Washington Post) once believed newspapers were a license to print money, now they’re in terminal decline.
Management changes however don’t come from value investors. But what if there was a sea-change in management? What if a Nick Denton or Jason Calcanis were to come in as the publisher of the online divisions of these papers, someone who truly understood internet media in his or her blood more than pulp prices? Those two may have too much entrepreneurial blood to try to reshape sometimes century-old organization. But understanding the strategies they have and implementing them HBS case-study style is not beyond the legions of media-oriented MBAs out there. Nearly all the major stocks are trading at 20x the likely EBDITA of their online news divisions alone.
They come from private equity. In the next few years and they will gobble and replace these firms one by one. Michael Arrington has written about raising money for a massive blog roll up. But the valuations the market pay for online content and the ability to finance loans at substantially less than the Free Cash Flow of the existing newspaper industry indicates the roll up is more likely to be in the newspaper field. Some new funds are raising upwards of $10 billion. For $20 billion you could buy the entire industry. There was already one stab at Knight Ridder by private equity by A-List PE firms such as Bain and Texas Pacific, only to be outgunned by McClatchy. More will come. The acquisition of Dow Jones showed even families with long standing ties to an organization and special classes of shares can be persuaded to part with control at the right price (the only impediment to a New York Times takeover.)
But I don’t have $20 billion; How do I play this market?
Following the investments of Harbinger Capital is a very low friction way to play this. They have stakes nearing 20% in the New York Times (NYT, $19) and Media General (MEG, $15). They believe that the About.com properties of the New York Times are worth $700 million alone (NYT has about a 1.8 billion market cap.) BUY NYT, and BUY MEG.
Many of the other firms have other investments in the online space; Scripps has Shopzilla, which may be under-realized value. They are trying to realize some of that value through the same spin-off strategy A.H. Belo just did. CareerBuilder and Topix.Net are investments shared amongst a variety of companies; as such they are harder to singularly monetize. Gannett (GCI, $30) is the largest of the players and perhaps the most difficult to navigate both their balance sheet and value their shared investments. But at $30 could be a compelling play.
The community newspapers are more problematic. Without the resources to develop significant online presences, facing the cost of newsprint as the chief determinant of your success is staring down the barrell of the Craigslist gun. AVOID LEE ($8) and Journal Communications (JRN, $6)