As I indicated in California Dreaming, this recession is going to be deeper than we anticipated just a few short months ago. For the media industry, the advertising slowdown will not spare any categories, as marketers move quickly to cut their variable expenses.
Several years ago before the newspaper industry began its steep decline, Bruce S. Sherman of Private Capital Management (PCM) built up significant positions in many major newspaper companies, including Knight-Ridder. As he saw the storm clouds forming for classified ads, a very profitable category for the newspaper industry, and started to realize that Craigslist’s free classified model would be difficult, if not impossible, to compete with, he pushed Knight-Ridder into play. It eventually was acquired by the family controlled McClatchy Company (MNI), which established two classes of stock, with the voting rights residing in the Class B shares controlled by the family. At the time, their publicly traded A shares were over $50.00 per share and their CEO, Gary Pruitt, got some glowing reviews. He quickly moved to sell off the larger papers, such as the San Jose Mercury News and the Philadelphia Inquirer, where the unions, particularly the Newspaper Guild, were seen as strong. Today, McClatchey shares trade below $3 a share and Sherman’s PCM fund is no longer a major shareholder in the newspaper industry.
This past week, The New York Times Company (NYT), which without a doubt produces the highest quality reporting of any national newspaper in the country, reported that their 3rd quarter income declined by 51%. Their revenue for the quarter declined 9% to $687M (WSJ, October 24, 2008). Based on the anticipated accelerated advertising slowdown, Standard & Poor’s downgraded the company’s credit rating to junk status. This could take a very significant toll on the controlling Ochs-Sulzberger family. In spite of declining fortunes, they have been able to continue annual dividends that pay the family members approximately $25M annually. The company’s CFO, James Follo, felt compelled to announce that they would review the dividend policy before year-end. Like McClatchey, they will also most likely have to take a further write-down on their Boston assets, in particular the Globe. Their shares are trading near $10, which is a 52-week low. The New York Times has a particularly able online leader in Martin Nisenholtz and recently brought in the very talented Cella Irvine to run About.com. I had the pleasure, many years ago, to work with Cella at Harcourt Brace Jovanovich. Even with significant online assets, they reported an overall decline of 16% for advertising revenues, with New England leading the decline at 19.4% (WSJ Friday, October 24th, 2008). Has any one heard Jack Welch making a case to buy the Globe recently?
Several years ago before this decline became an avalanche and the credit markets dried up, private equity firms and hedge funds would have been lining up to compete for the right to take the New York Times Company private, together with the Ochs-Sulzberger family. Today that option seems like a distant dream. What options do the families have? Unfortunately, they are going to have to take some painful measures, including a dividend cut, during this protracted downturn to protect their core franchises. I am certain that coming out of this recession that all newspaper companies, including The New York Times Company, will look very different than they do today. Many of their print assets that are determined not to be core will have been jettisoned and replaced by digital assets that will require a new, less people-intensive content creation model. Media companies that cannot weather the storm will disappear and be replaced by start-ups that are more nimble and have business models that have been tested during this perfect storm.
On January 15th of this year, I wrote of the presidential candidates in both parties who had momentum coming out of Iowa and New Hampshire and those who were trying to regain momentum. At this point, with just over a week to go to the election, it is clear that Senator Obama has momentum and that Senator McCain is still trying to find a message beyond Joe the Plumber. I hold to my earlier prediction that Senator Obama’s momentum will carry him to president-elect Obama, by a wide margin, both in the popular vote and the Electoral College.
The University of Texas, led by Heisman candidate Colt McCoy, and the resurgent University of Alabama, under the able tutelage of Nick Saban, clearly have momentum. It is a long way until the BCS Championship game, but a match-up between these two storied programs would be outstanding. I do have to call my good friend Bob Biolchini, CEO of PennWell, to place our annual wager on the upcoming Boston College vs. Notre Dame game that will take place in Chestnut Hill on Saturday, November 8th. Bob and his wife, Fran, were gracious hosts at Del Posto, in New York City, when the Eagles defeated the Irish for the NCAA Hockey Championship earlier this year. With Notre Dame being much improved and Matt Ryan now playing for the Atlanta Falcons, it is a toss-up as to who will host our next dinner. Today’s loss to North Carolina demonstrated again that this is not last season’s team. I will be in the stands rooting for the Eagles!
In closing, I need to bring another winery to your attention. For all of you who love the sensitive Pinot Noir grape, I recommend the reference standard, Williams-Selyem (www.williamsselyem.com). With their extensive offerings and storied history, Williams-Selyem has set the standard for Pinot Noir vineyards in both California and Oregon. Today it is owned by John Dyson, the former lieutenant governor of New York, and his family, who have maintained the high standards of the founders. Our good friends and neighbors in Blackhawk, Elise and George Riggs, have the most outstanding collection of Williams-Selyem wines, with vintages stretching back into the early ’90s. George had a very long and distinguished career in the newspaper industry and has earned a retirement that includes bike trips throughout the Burgundy region of France and picnics and dinners accompanied by wonderful Williams-Selyem wines.