Please remember that when I discuss my thoughts on pending trades, I am usually in the midst of thinking through a potential set up. I typically begin the process with a fundamental thought/premise: “I think there’s a high likelihood that advertising growth is going to slow.”. This may be based upon what I’m seeing (seems like I’m seeing more blank billboards than I’ve seen in a while…regional variable, but pieces keep fitting together), reading (reasonable research firms making logical cases for an ad slowdown) and doing (letting magazine and newspaper subscriptions expire…too much to read on the internet.). This is a quick version, but you get the idea. I do not read a Goldman research report and simply follow the herd off the cliff…for example.
Once I’m comfortable with the bigger picture idea, I then begin to think about individual stocks that would be impacted by this slowdown. Advertising firms and publishing firms quickly come to my mind. My initial reaction is to view publishing as the fatter group (more debt/fixed costs) and therefore probably the most difficult to do much about this trend until it’s too late. The thing to be careful of in this case is that you sort of have old school companies that focus on print (newspapers and magazines) and new school that have built their business around digital media. While the latter may feel the impact of this potential trend, I wouldn’t want to bet on it. Again, I’m looking for a large loser.
Usually at this point, I’ve started to come across a few names that get the juices flowing. If I can get 3-5 names that I feel fit what I’m looking for, I’ll use a very rudimentary look at the charts to see if I can whittle it down to one or two. When I’m considering a shorter term trade like this, I almost exclusively look for stocks with good volume. As I am running out of time and clearly need to get to work in order to support my share of this welfare state, I’ll cut to the chase: Gannett Co., Inc. (symbol GCI). Here are a few of the supporting data points:
- Cash flow has declined for 5 consecutive years
- Revenue has declined for 5 consecutive years
- Earnings Per Share has declined 13% over the last 5 years
- Although they have some digital exposure, they’re definitely old school
- Equity is taking a beating as a result of poor earnings over past 5 years (accounting gimmickry possibly making 2008 look worse than it was).
- Chart is UGLY
- News is negative.
As always, do your own homework, think for yourself and consider whether or not something this aggressive fits your risk tolerance. At the end of the day, it’s one theme…one specific idea within that theme. I have not made a related purchase on this yet, but may consider some 2012 puts.
TD