On March 13, 2015, the boards of directors of The E.W. Scripps Company (NYSE: SSP) and Journal Communications (NYSE: JRN) set the record dates related to the spin-offs of their respective newspaper businesses, as well as the payment of a special cash dividend for Scripps shareholders. Both Scripps and Journal shareholders of record as of the close of business on March 25, 2015, will receive shares in Journal Media Group (“JMG”), the independent newspaper company created by the spin-offs, payable upon the closing of the transactions. Separately, the Scripps board also declared a $60 million special cash dividend (which equates to $1.06 per share based on current shares outstanding), for Scripps shareholders of record as of the close of business on March 25, 2015, payable upon the closing of the transactions. The closing date of the transactions is currently scheduled for April 1, 2015. On the closing date, SSP and JRN will simultaneously spin off and merge their newspaper operations to form Journal Media Group and immediately merge their broadcast operations.
When-issued trading for Journal Media Group stock will begin on March 23, 2015. On that date, Scripps class A common shares will begin trading on an “ex-distribution” and “when issued” basis. Journal Communications shareholders who sell their shares before the closing date will be selling their right to receive the shares of Journal Media Group. Scripps shareholders who sell their shares before the closing date will be selling their right to receive the special cash dividend and the shares of Journal Media Group. As a result, from March 23, 2015, through the day prior to the closing, Scripps shares and Journal Communications shares will trade with “due bills.”
Journal Communications’ class A and class B shareholders will receive 0.5176 Scripps class A common shares and 0.1950 shares in Journal Media Group for each Journal Communications share. Scripps shareholders will receive 0.2500 shares in Journal Media Group for each Scripps class A common share and each Scripps common voting share. JRN shareholders will own approximately 31% of the merged SSP entity, with the Scripps family retaining control. SSP shareholders will own 59% of Journal Media Group, with JRN shareholders owning the remaining 41%.
For post-spin SSP, fundamentals in broadcast remain very healthy, with the company benefitting from an uptick in political advertising heading into the 2016 Presidential election season and a sizable retransmission revenue opportunity this year. Since the publication of the Scripps Spin-Off Report dated February 25, 2015, both Scripps and Journal Communications, Inc. (NYSE: JRN) have reported strong 4Q 2014 earnings results, with evidence of an early uptick in political advertising spending already in early 2015 as well as a general improvement in overall advertising spending.
Given evidence of improving broadcast fundamentals, we are revising our pre-spin SOTP fair value estimate for SSP to $29 per share, from $26 previously. This fair value estimate implies 11% upside from current levels. The pre-spin fair estimate is comprised of $24 from Scripps (from $21); and $5 from JMG. Following the transactions, Scripps and Journal Media Group can be fairly valued at $21 (from $18 previously), and $19, respectively.
For SSP, our revised target – which is based on applied comparable multiples of revenue, EBITDA, cash flow, assets, revenue, and EPS—primarily reflects the recent overall multiple expansion in the broadcast sector. Notably, our pre-spin SOTP fair value estimate of $29 for SSP implies a multiple of 10x 2015E EBITDA, a slight premium to broadcast comparable Gannett Co., Inc. (NYSE: GCI) at 8.3x, but in line with SSP’s 10-year historical average.
We remain constructive on pre-spin SSP shares and think there is incremental value associated with a more highly valued, purely broadcast stock currency and more flexibility around M&A, which is currently hampered by SSP’s newspaper exposure. We expect SSP to garner a higher multiple relative to broadcast peers due to the company’s healthy balance sheet and expected faster growth profile. With a combined company’s market share at 18% of U.S. households [well below peers such as Sinclair Broadcasting Group, Inc. (NASDAQ: SBGI) and Gannett at 39% and 31%, respectively], Scripps is one of the few broadcast companies with the cash flow and penetration potential to expand. In our view, the valuation should further expand as investors come to realize the accretive nature of this transaction, the above-average growth prospects of the company, and the financial flexibility for both internal product development and acquisition-related growth. Moreover, there are several fundamental catalysts for the post-spin parent company that could provide incremental upside beyond this fair value estimate. Scripps, as one of the last remaining broadcasters to renew retransmission rates from below-market to current rates, appears uniquely positioned to experience above-industry growth through 2016.
Given the difficult competitive environment, coupled with the significant strategic changes required to right-size the business for long-term sustainability. We expect considerable downward pressure in the post-spin shares, and would recommend liquidating post-spin positions until evidence of stability and operational improvement in the business. As the company validates the financial model, investors may come to appreciate the potential for free cash flow and the likelihood of further industry consolidation, which may support an expansion in trading multiples.
For more details, please refer to the Scripps Spin-Off Report dated February 25, 2015.