On July 31, 2014, The E.W. Scripps Co. (NYSE: SSP) and Journal Communications Inc. (NYSE: JRN) announced that the companies had agreed to merge their respective broadcasting operations, spin off their respective newspaper businesses, and subsequently merge the newspaper operations into a standalone publicly traded entity. The merged newspaper company will adopt Journal Media Group as a corporate name. JRN Class A and Class B shareholders will receive 0.5176 Class A SSP shares and 0.1950 shares in Journal Media Group. SSP shareholders will receive 0.2500 shares of Journal Media Group for each Class A and common voting share owned. 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%. Scripps shareholders will receive 0.2500 shares of JMG common stock for each Scripps common share held on the record date. Journal shareholders will receive 0.1950 shares of Scripps common stock for each share of Journal common stock held on the record date. Prior to the transactions, SSP shareholders will receive a $60 million special dividend, or $1.06 per share based on the current shares outstanding. The transaction is expected to close in the first half of 2015.
Post-Spin Scripps (“SSP”) is expected to have net leverage (debt to equity) of about 2x, while Journal Media Group (“JMG”) will be capitalized with $10 million of cash and no debt. Timothy Stautberg, current senior vice president of the Scripps Newspapers business, will become CEO of Journal Media Group, while Rich Boehne will remain CEO of SSP. The transactions have been approved by SSP’s and JRN’s boards of directors; however, they still require Scripps common voting and JRN shareholders’ approval. The transactions, which are expected to be tax-free to shareholders, will occur simultaneously. As of the time of this writing, the Federal Communications Commission (FCC) has approved the Scripps-Journal merger, and a shareholders’ meeting is scheduled for March 11, 2015, at which time shareholders will vote on the merger and set a record date. The transaction is expected to close within 30 days or fewer from the record date. There is a termination fee of approximately $15.8 million, plus expenses up to $7.5 million payable by Journal or Scripps.
The new Scripps will become the nation’s fifth largest broadcasting group, following a similar trend of media companies separating their television and digital properties from slower-growth, less profitable publishing assets. In addition to the divergent growth profiles of the two businesses, a motivation for these divestitures is the potential for the resulting entities to make incremental broadcast acquisitions in accordance with FCC regulations, which prohibit the same company from owning television stations and newspapers in certain markets. Against this background, the transformation to pure broadcast and digital media businesses has created several recent spin-offs, including Time Warner Inc. (NYSE: TWX)/Time Inc. (NYSE: TIME); Tribune Media Company (NASDAQ: TRCO)/Tribune Publishing Company (NYSE: TPUB); and News Corp. (NASDAQ: NWSA)/Twenty-First Century Fox Inc. (NASDAQ: FOXA). In August 2014, Gannett Company, Inc. (NYSE: GCI), the largest U.S. newspaper publisher (10% market share), likewise announced the planned spin-off of its newspaper division.
The transaction also comes at a time of rapid consolidation among broadcast TV station owners, driven by a desire for greater leverage in negotiations over retransmission fees, as well as for increased operational efficiency. The combination of scale and access to large television markets allows broadcasters to attract and charge higher rates to both national advertisers and pay-TV providers (for retransmission consent fees), and generally results in more bargaining power with the major networks. Notably, Media General acquired Lin Media for $1.6 billion in March 2014. Gannett, which owns USA Today, acquired Belo Corp. for $2.2 billion in December 2013. Sinclair Broadcast Group acquired eight TV stations from the Allbritton family, including an ABC affiliate in Washington, DC, for $985 million in August 2014. Tribune Co. acquired Local TV Holdings for $2.73 billion in December 2013, enlarging its portfolio to 39 television stations.
Post-spin Journal Media Group will publish daily newspapers in 14 markets, with Sunday circulation exceeding one million subscribers, as well as controlling associated digital assets. The company had revenue of $537.5 million in 2013 and $384.1 million for the nine months ended September 30, 2014. While the continued separation of print and broadcast assets has created a potentially investable newspaper industry, there are considerable structural challenges that threaten the long-term viability of these businesses. Most important is the ubiquity of the Internet, which has caused a two-fold revenue erosion in the print publishing industry: first, from significant declines in readership (as subscribers turn toward digital media) and, second, from loss of advertising (as advertisers seek to attract more eyeballs from social and mobile formats). Exacerbating these trends is an uncertain economy. Traditionally, advertising and marketing spending is viewed as discretionary, and these budgets are often cut to align expenses during economic slowdowns. With unemployment little changed since October 2014 at 5.7%, limited credit availability and a cautious consumer spending environment are likely to keep prospects for a robust economic recovery relatively low for now. While publishers have attempted to stem the impact of subscriber loss with such tactics as increased subscription prices and bundled digital subscriptions, the resulting incremental revenue growth appears to have been short-lived, leaving the industry to struggle with a long-term strategy for sustainably monetizing digital versions of traditional print publications.
Potential investors may also question of the long-term viability of the local publishing industry. Companies such as Gannett (which owns USA Today), News Corp. (The Wall Street Journal, Barron’s), and The New York Times Company (NYSE: NYT) have, in theory, a global potential addressable market for their brands if they can find the right commercial formula. Scripps, on the other hand, as a local publisher, is squarely positioned in an industry which continues to be displaced. While many small-town papers may generate enough subscriber revenue to sustain profitability, it is uncertain how many of the company’s local publishing markets will remain viable over the long term.
This difficult macro backdrop has accelerated the pace of consolidation in the print publishing industry. American Consolidated Media, a publisher of 100 daily and weekly newspapers, divested the last of its publications in 2014. More recently, Digital First Media, operator of The Denver Post and 13 other Colorado publications, announced that it is exploring an asset sale. Yet, seemingly counterintuitive acquisitions such as that of The Washington Post by Jeff Bezos (October 2013) suggest that publishers’ subscriber footprint and the potential for operational turnaround may be underappreciated by investors. Since its spin-off into an independent publishing company, Tribune has pursued an aggressive acquisition strategy, deepening its regional presence by acquiring 38 publications from the Chicago Sun-Times in October 2014; similarly, Gatehouse Media and Postmedia have made substantial local newspaper acquisitions. With competition escalating and print advertising expenditures expected to continue their decline, the newspaper industry is likely to consolidate further, potentially making post-spin JMG an attractive asset—particularly if the company can stabilize the business by improving margins and cash flow. In the near term, however, JMG appears more of a structural and operational improvement story.
Post-spin, shares of Journal Media Group are likely to remain under pressure, as existing holders most likely will gravitate toward the improving operational performance and healthier demand drivers of the broadcast parent while positioning JMG as a value/contrarian investment story. Despite JMG’s debt-free balance sheet and a focused management team, the overall secular challenges facing the newspaper publishing industry (advertising and circulation) will likely remain an overhang on the sector, as evidenced by the relative underperformance of recent publishing spin-offs. The company is likely to continue ceding share to digital media alternatives, resulting in estimated year-over-year revenue declines in the 2%-5% range beginning in 2015, with EBITDA margins essentially flat in the 10% range.
From a strategic perspective, management’s top priorities will likely center around (1) increasing operational efficiency (stabilizing and improving margins), and (2) accelerating the transformation from print to digital. The outlook for margin improvement is modestly positive, as the newspaper publishing industry is very early in the process of streamlining its operations relative to broadcasting peers. An orderly cost reduction program may maintain or potentially expand cash flow. However, with respect to the potential for a digital transformation, we believe a more cautious stance is warranted. While JMG certainly has the flexibility to allocate capital and shift internal resources accordingly, rapid changes in technology and consumer behavior are key secular concerns that create uncertainty for the company’s long-term growth profile. Facebook, Inc. (NASDAQ: FB), for example, has established a revenue base in six years that took print companies such as The New York Times Company over 150 years to build. Gannett is also likely to become an increasing competitive threat, as the company’s soon-to-be-spun-off publishing assets consist of more established newspaper franchises in small local markets, coupled with one of the strongest newspaper brands (USA Today) and a more developed new media product strategy. Key risks include the company’s ability to achieve greater digital subscriber scale, coupled with the ability to maintain subscriber growth, as circulation forms the foundation for advertising sales. Moreover, given the pace of consolidation and the importance of scale, it is likely that acquisitions will become an important component of increasing shareholder value—creating an additional risk factor for the new company. Net-net, it remains to be seen whether traditional publishers—and in particular, local publishers– can thrive in a digital age. That said, the opportunity to drive margin expansion, reduce costs, maintain (and potentially) expand cash flow, coupled with a low valuation and potential acquisition “halo” may make the shares attractive for patient, turnaround-oriented investors. Importantly, Journal Media Group is one of only a handful of publicly traded local publishers in the United States. If the company can profitably scale the business amidst these secular challenges – this would represent a massive transformative change that could result in meaningful potential upside for early investors. Based on an analysis of comparable peer multiples of revenue, EBITDA, cash flow, assets, revenue, and EPS, pre-spin Scripps and Journal Media Group can be fairly valued at $21 and $5, respectively, resulting in a combined pre-spin fair value of $26. The pre-spin valuation, which represents 29% upside from the current SSP share price at the time of this writing, suggests that the spin-off should unlock incremental value for shareholders. Following the transactions, Scripps and post-spin Journal Media Group can be valued at $18 and $19, respectively.
From a simple value-unlocking perspective, Scripps shares are recommended for purchase ahead of the transaction. The separation should lift the shares’ historical conglomerate discount relative to broadcast peers and enable each business to pursue tailored capital allocation strategies. In addition, the separation of the lower-multiple broadcast business should create a more highly valued stock currency and more flexibility around M&A, which is currently hampered by SSP’s newspaper exposure. 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. Moreover, at current levels, SSP trades at a discount to pure-play broadcast comparables, as well as below its 10-year historical average on most metrics. In our view, the valuation should 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.
Comcast and Time Warner collectively provide cable television service to 5.5 million subscribers, or about one-third of the households in Scripps’s markets (Scripps broadcasts to 2.5 million and 3 million Comcast and Time Warner subscribers, respectively). The timing of Scripps’s renegotiation of its retransmission contract with Charter Communications, Inc. (NASDAQ: CHTR) has been accelerated by the proposed merger of Time Warner Cable, Inc. (NYSE: TWC) and Comcast (NASDAQ: CMCSK). Simply put, the planned merger pushes forward renegotiations (which would otherwise have occurred in 2019) relating to approximately 5.5 million subscribers (one-third of Scripps’s markets). As a result, Scripps’s retransmission revenue is expected to increase from an estimated $55 million in 2014 to over $100 million in 2015. The year 2016 appears likely to be a banner year, with Scripps well-positioned for over 20% year-over-year revenue and EBITDA growth—well above normalized growth in the 5% range for 2015. With management forecasting at least $165 million in retransmission revenue on a run-rate basis for the combined company post the Comcast/Time Warner and Charter transactions, it is feasible that this number could expand to an estimated $200 million in annual retransmission revenue once Comcast is paying market rates as its contract is negotiated in 2019. At the same time, the business should benefit from low- to mid-single-digit advertising rate growth, as well as a rebound in political advertising, which should accelerate into the 2016 election season, with post-spin Scripps having a significantly larger national broadcast footprint and affiliations with all of the big four networks (CBS, ABC, NBC, FOX) and better-positioned in eight so-called “swing states” pivotal in the presidential election. The potential for incremental retransmission upside, an advertising rebound associated with the 2016 election season, synergies from the integration of Journal, and further accretive M&A activity in the TV broadcast space should provide a positive bias to consensus revenue and earnings estimates over the next several quarters.
Given the difficult competitive environment, coupled with the significant strategic changes required to right-size the business for long-term sustainability, JMG shares are not recommended for purchase at this time. As the company validates stability in 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.