Saga Communications Q4 2024 Earnings Report

Saga Communications EPS Results

• Actual EPS: N/A
• Consensus EPS: -$0.12
• Beat/Miss: N/A
• One Year Ago EPS: N/A

Saga Communications Revenue Results

• Actual Revenue: N/A
• Expected Revenue: $28.00 million
• Beat/Miss: N/A
• YoY Revenue Growth: N/A

Saga Communications Announcement Details

• Quarter: Q4 2024
• Date: 3/11/2025
• Time: Before Market Opens
• Conference Call Date: Tuesday, March 11, 2025
• Conference Call Time: 11:00AM ET

Saga Communications (NASDAQ:SGA), a media company, engages in acquiring, developing, and operating broadcast properties in the United States. The company's radio stations employ various programming formats, including classic hits, country, classic country, hot/soft/urban adult contemporary, oldies, classic rock, rock, and news/talk. It owns and operates FM and AM radio stations, and metro signals serving various markets. Saga Communications, Inc. was incorporated in 1986 and is headquartered in Grosse Pointe Farms, Michigan.

Saga Communications Q4 2024 Earnings Call Transcript

Presentation

[Operator]

Greetings, and welcome to the Saga Communications Fourth Quarter and Year End Conference Call. At this time, all participants have been placed on a listen only mode, and we will excuse me. And it is now my pleasure to turn the floor over to your host, Chris Forghi. The floor is yours.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Thank you, John. Good morning and thank you to everyone who's taking time to join the Saga's Q4 and year end twenty twenty four earnings call. We appreciate your continued interest, your questions, your suggestions and your support of Saga Communications, what we believe is the best media company on the planet. We have a lot to cover today, but first I really like to thank those who have been so instrumental in the transformational change Saga has been going through and continues to go through over the past two years. Our corporate team, our Saga Board of Directors, our carefully chosen third party partners, our shareholders, our leadership teams in each of Saga's twenty eight markets, our Saga media advisors, our nearly 800 Saga employees all over the country who make this engine go, and to our customers, those who trust us with their advertising dollars to bring about outcomes.

[Christopher Forgy, CEO, President & Director at Saga Communications]

After all, money does come from customers, doesn't it? Transformational change is really not easy. We're in the midst of it. It takes time, resources, people, training, commitment and a very strong belief in what you're building will be successful. And we do.

[Christopher Forgy, CEO, President & Director at Saga Communications]

We chose this path of transformational change both out of necessity and because we believe we have identified a local digital advertising market ripe for disruption. We determine these four things. Number one, there is a significant increase in advertising dollars. Businesses are pouring their money, more money into digital advertising each and every year, but the rapid growth of digital budgets has outpaced the ability of advertisers to use them effectively. Number two, there are frustrated buyers with unmet needs.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Advertisers are just simply fed up with ineffective evergreen set it and forget it campaigns and empty promises. They don't like what they're buying or who they're buying it from. These are the same local advertisers who say they trust radio salespeople most for market knowledge and advice but aren't buying from us. For example, the REB recently released a report that in 2024, radio surpassed the $2,000,000,000 mark in digital sales. Unfortunately, that is a pedestrian 0.67% of all digital spend in 2024.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Radio simply cannot win celebrating less than 1% of the digital ad pie. We cannot simply compare it to where radio came from. We need to lift our eyes and look to the macro digital marketplace for what's available to us. Here's why. According to an eMarketer twenty twenty four, excluding political, there was approximately $421,000,000,000 spent on advertising in The U.

[Christopher Forgy, CEO, President & Director at Saga Communications]

S, Seventy Three Percent or $3.00 $9,000,000,000 of those dollars was spent in digital. In 2025, estimated advertising expenditures in The U. S. Will top $456,000,000,000 and 75% or $342,000,000,000 will go into digital advertising. That number is expected to decline to 83% by 2029.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Radio's approach to digital in our opinion is broken. And number three, there is a fragmented and confusing marketplace. Too many providers, too many conflicting solutions, businesses don't know who to trust. In this disruptive marketplace, simplicity and clarity win. Just ask the broadcasters who I like and respect that have gone through their own fourth, fifth and sixth iterations of digital strategy.

[Christopher Forgy, CEO, President & Director at Saga Communications]

It's frustrating and it's costly. And finally, number four, there is a shift in consumer behavior. Advertising strategies haven't caught up with the journey people take when they buy. In other words, there is a gap where tech meets human behavior. Focusing the influence of ads on real consumer journeys will allow everyone to win versus the product focused offerings that exist today.

[Christopher Forgy, CEO, President & Director at Saga Communications]

As a part of Saga's digital strategy development, we call blended advertising. We've really benefited from talking with and observing the third party struggles of our brethren. There is an old saying that says this, the second mouse gets the cheese. Blended advertising focuses on the consumer journey and for now the simple and effective products, radio, search and display. Radio leads to a search always and gets the advertiser wanted.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Search gets the advertiser found and display gets the advertiser chosen. We see it. We cannot unsee it. We believe it. We have studied it and trained our media advisors with all of this data in mind.

[Christopher Forgy, CEO, President & Director at Saga Communications]

The question we had to ask ourselves was this, do we build upon our already existing radio infrastructure or start anew? We chose the former. Infrastructure requires training, training requires time and expense. This is why we forecasted a rise in expenses over a year ago. And by investing in infrastructure versus going brand new, the speed of our growth increases.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Unfortunately, the short term was impacted by the broadcast sector experiencing a significant downdraft. So why should you continue to invest in Saga or maybe perhaps become a new investor? Because we see a broken local digital market ripe for disruption and we are the right media company to take advantage of that opportunity. The customers we work with every day already like us and trust us and if we can impact just 5% of the digital dollars available in our 28 Saga markets over the next eighteen to twenty four months, we could double our total gross annual revenue, most of it digital, while also protecting, preserving and growing radio. For example, in our 28 markets, there is approximately $2,900,000,000 available in just search and display.

[Christopher Forgy, CEO, President & Director at Saga Communications]

To disrupt just 5% of the available dollars would result in more gross revenue than Saga generates in an entire calendar year. Before I share some of the successes blended advertising has helped us create, let me take you back to the future for just a moment to address the comment I made earlier regarding building on an existing infrastructure versus starting anew. On virtually every quarterly earnings call for the past two years, I have asked this question, where would Saga be if we had not decided to go down this path and had not added the revenue verticals to our arsenal when we did to help us launch into this state of transformational change. Today, I can answer that question. In 2024, we generated nearly $7,500,000 of revenue that could not have existed before we began this transformation.

[Christopher Forgy, CEO, President & Director at Saga Communications]

They consisted of the following revenue verticals: our online news sites, e commerce, streaming, our market specific best of programs, plus a variety of other digital products and services. These strategy additives have served us well in building the infrastructure of transformational change and will continue to do so as we grow. Again, at the same time, we forecasted a lift in expenses as we invested in our people, our products and our processes. These efforts are increasingly more important as the broadcast sector faces growing headwinds. Following Sam's remarks, I will share with you in some detail the early success of this disruption and how they show promise for Saga, its customers, its employees and its financial strength for both the short and the long term.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Sam, after a long discussion, the floor is yours.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

Thank you, Chris. This call will contain forward looking statements about our future performance and results of operations that involve risks and uncertainties that are described in the Risk Factors section of our most recent Form 10 K. This call will also contain a discussion of certain non GAAP financial measures. Reconciliation for all the non GAAP financial measures to the most directly comparable GAAP measure are attached in the selected financial data tables. For the quarter ended 12/31/2024, net revenue decreased 1.3% to $28,800,000 compared to $29,100,000 last year.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

Political impact to this year's performance as for the quarter, we had $2,000,000 in gross political revenue this year compared to $407,000 for the same period last year. Without political, our overall gross revenue for the quarter would have decreased approximately 6.5% from last year. Station operating expense increased 4.1% to $24,300,000 for the three month period. Operating income was $984,000 and station operating income, a non GAAP measure, was $5,900,000 for the quarter. Capital expenditures were $600,000 for the quarter compared to $1,000,000 for the fourth quarter last year.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

Net income for the quarter was $1,300,000 or $0.2 per fully diluted share. On a same station basis for the quarter ended 12/31/2024, net revenue decreased 3.9% to $28,000,000 and station operating expense increased 0.7% to $23,500,000 Operating income decreased to $1,000,000 For the twelve month period ended 12/31/2024, net revenue decreased 2.2% to $110,300,000 compared to 112,800,000 last year. Political impact of this year's performance as for the year, we had $3,300,000 in political, gross political revenue this year compared to $944,000 for the same period last year. Without political, our overall gross revenue for the year would have decreased approximately 4.3% from last year. Station operating expense increased 4.5% for the twelve month period to $94,300,000 Operating income was $2,400,000 and station operating income, again a non GAAP measure, was $21,100,000 Capital expenditures for the twelve months were $3,800,000 compared to $4,400,000 in 2023.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

Net income for the year was $3,500,000 or $0.55 per fully diluted share. As an additional note regarding political, we did $6,900,000 for the year in 2020 compared to $3,300,000 in 2024. For the fourth quarter of twenty twenty, we did $3,800,000 compared to $2,000,000 in 2024. Unfortunately, we were limited as to the states that are to be the battleground states for national and to some extent state and local elections. In the strategic update press release we put out last Friday, March 7, we indicated that we committed during our annual budget review and approval process, going back to the start of the budget process in September of twenty twenty four, to work directly with the leadership teams in all of our markets to identify potential efficiencies and operations that can enhance profitability.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

This initiative is not a standalone initiative as we have been and will continue to analyze specific places where we can improve efficiencies in station operations. We believe that existing expenses can be reduced 1% to 2% on a pro form a basis without impacting investments we are making in regard to the revenue initiatives that Chris will be talking more about in a few minutes. The increase in our expenses in 2024 compared to 2023 included $1,800,000 that was attributable to our acquisition of the radio stations in Lafayette. The increase in same station operating expenses were primarily due to compensation related bad debt, interactive expenses, sales surveys and advertising and promotion expenses. It should be noted that the increase in same station expenses in 2024 versus 2023 was primarily in the first and second quarters.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

The increase in the first and second quarters were $1,300,000 and $937,000 respectively, compared to a $50,000 or reduction in the third quarter and $171,000 increase in the fourth quarter. In the first and second quarters, '4 hundred and '50 thousand dollars and $492,000 respectively was due to salary increases that we have spoken about before. Most of our staff had not received any salary increases in the past three or five years. Salary increases were $257,000 in the third quarter and $205,000 in the fourth quarter. It should also be noted that approximately half of the salary expense increases were due to our interactive initiatives.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

I also previously spoke about the unusual level of bad debt expenses that we experienced primarily due to one agency we did business with. Again, this was primarily in the first and second quarters. In the fourth quarter, bad debt expense actually decreased $77,000 over the same period last year. From a revenue perspective, interactive revenue, which includes online news, continued to grow in the quarter and in the year. For the year, gross interactive revenue increased 20.9% to $11,600,000 and for the fourth quarter, it increased 19.5% to $3,000,000 Also gross national revenue increased 3.3 for the year and 13.1% for the quarter.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

E commerce revenue also increased 904,000 to $2,400,000 for the year and $55,000 to $569,000 for the fourth quarter. As Chris has said previously and will do so again today, we anticipate continued growth in these areas. We currently expect to spend between $4,000,000 and $4,500,000 for capital expenditures in 2025. The company paid a quarterly dividend of $0.25 per share on 12/13/2024, and subsequent to the end of the year paid an additional quarterly dividend of $0.25 per share on 03/07/2025. The aggregate amount of each quarterly dividend was approximately $1,600,000 To date, Saka has paid over $137,000,000 in dividends to shareholders since the first special dividend was paid in 2012.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

The company intends to continue to pay regular quarterly cash dividends as declared by the Board of Directors in the future. The company's balance sheet reflects $27,800,000 in cash and short term investments as of 12/31/2024, and $27,300,000 as of 03/10/2025. Pacing for the first quarter is soft. For the quarter, we are currently pacing down mid to high single digits. It continues to be an unsettled advertising market, particularly in radio.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

We expect revenue to turn positive from a growth perspective beginning with the second quarter. Chris will talk more about the transformational change that Saga has undertaken. This change impacted our expenses in 2024 as we invested training necessary to allow our media advisers to take on the challenges of altering our standing within our local radio markets with the addition of our online local news service, e commerce, national network advertising, market specific best of offerings and digital, including streaming and a variety of other digital projects. We currently expect our station operating expense will increase by approximately 1.5% to 2.5% for the year as compared to 2024. This takes into consideration the pro form a expense reductions we are making in addition to any costs incurred as the expenses are reduced as well as our continued investment in the ongoing revenue initiatives.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

We anticipate that the annual corporate, general and administrative expense will be approximately $12,000,000 for 2025 compared to $12,600,000 in 2024. Our tax rate is expected to be 26% to 29% with a deferred tax rate of 5% to 9% going forward. All said, we believe Saga is in a strong financial position to improve profitability as our digital initiative improves both radio and interactive revenue. This includes as a part of our capital allocation strategy to continue to evaluate non core asset sales with an intent to maximize value from these assets. As an example, we've had multiple interactions with companies that have been interested in one or more of the towers we own.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

We expect to receive shortly an offer to purchase some of our tower sites, which we will be evaluating. I expect that we will know more about this potential asset sale when we report our first quarter twenty twenty five earnings in early May. The Board is committed to using a not insignificant portion of the proceeds from such a sale for stock buybacks. This may include open market, block trades or other forms of buybacks as a part of our overall capital allocation plans this year. And with that, Chris, I'm going to turn it back over to you.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Thank you for that, Sam. Allow me to share several data points from a five market snapshot inside Saga, which further illustrates how blended advertising has already impacted Saga's local, direct and digital revenues. What we did is using a combination of Saga's market on traffic system and Saga's CRM called Grumple. We analyzed local direct advertisers who purchased a blended product consisting, as I mentioned earlier, of search, display, OTT or social. We compared January of 'twenty three through October of 'twenty three to January '4 through October of 'twenty four.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Here is what we found. Local direct advertisers who bought a blended product, their radio spend increased by 9% year over year, while their overall radio and digital spend increased by 27% year over year. Conversely, over the same period, local direct advertisers who did not buy a blended product, their radio spend dropped by 13% year over year. Furthermore, accounts who were never presented blended advertising at all experienced a 50% to 55% decrease in the radio spend. And when blended advertising was pitched, but the client didn't buy, the radio spend still increased by 1% to 2%.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Since the last time we talked on November 7, overall as a company, we have written $5,700,000 in local direct blended orders involving two zero three different customers. Of that, dollars $2.00 9,000,000 were digital dollars and 2,800,000.0 were radio dollars. Dollars 2 point 9 million were digital dollars and $2,800,000 were radio dollars. During the same period, blended advertising orders yielded us, listen to this during the same period, blended advertising orders yielded us 4.3 times more than non blended orders. And when examining the radio only dollars and comparing blended and non blended orders, we found that those who bought blended spent 96% more on radio than those who did not buy blended.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Building on these results, and again please listen to this. In the last seven days in just three markets, we have inked an additional $2,000,000 in brand new advertising money. These people have never advertised before ever. And these wins do not even begin to drain our pipeline. As a result, digital forward pacing in April and May is up high, very high double digits.

[Christopher Forgy, CEO, President & Director at Saga Communications]

It used to be said in our business, control the creative, control the campaign. Today it's control the strategy, control the campaign. With blended advertising, radio has the opportunity to include itself in the strategy and we are still infants in this execution of blended strategy. We're just getting started. Radio is the star of Saga's digital strategy.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Radio with its high consumer trust always leads to a search. Data shows radio is the very best, most persuasive and most efficient top of funnel medium available. Radio's role in this strategy is to move consumers to click, visit, call or search an advertiser's business. As I said earlier, radio gets the advertiser wanted, digital gets the advertiser found and chosen. In closing, someone once said to me, if you're exposed to a product or service that can't tell you the problem they are solving, you need to be absolutely terrified.

[Christopher Forgy, CEO, President & Director at Saga Communications]

So what problem is Saga solving for the customer and for radio through blended advertising? The following: Advertising that is easy to buy and understand instead of confusing, frustrating and full of attrition. Advertising focused on the real consumers at click, visit, call and search instead of the broken way it is leveraged by other companies. Attribution that is easy to understand and focused on the actions consumers take that lead to a sale instead of the confusing overwhelming pages of nonsense data they get now. And selfishly, radio gets to do the magic it's always been known for.

[Christopher Forgy, CEO, President & Director at Saga Communications]

We believe our blended advertising strategy, we believe in it. And we believe so much in it that when executed properly can lead to two times growth in gross revenue, most of it digital. We're excited about the prospects blended advertising has to leverage, preserve and protect the magic that is radio. Look, this was not the result the rich results earnings call any of us wanted. But the good news is we have a plan and the plan is working.

[Christopher Forgy, CEO, President & Director at Saga Communications]

You just heard it. You can't cut your way out of this downdraft because the strong wins will just continue to come. What you can do is adjust your sales, execute impeccably and sail and that we will do. Thank you again for your time and attention during Saga's Q4 and twenty twenty four earnings and year end conference call. Sam, do we have any questions?

[Christopher Forgy, CEO, President & Director at Saga Communications]

Oh, wait, wait, I'm sorry, I forgot one thing. This is material. Since Ed Christian's passing over the two years ago, the Saga Board of Directors has also been going through a transformation. First, we had two Board members step away from the Board then added a representative from Saga's largest shareholder as a board member and reduced the board count from eight to seven. As a continuation of this board refresh process, at the board meeting in early December, the NomGov Committee expressed the need to have a digital expert on the Board.

[Christopher Forgy, CEO, President & Director at Saga Communications]

We are currently in the process of interviewing and vetting candidates who have extreme digital expertise to join the Saga Board. Over the next twelve to eighteen months, we will continue to refresh the Board in order to continue to bring value to Saga and its shareholders. Sorry about that, Sam, but I forgot to make that point.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

That's an important point to make. Thank you, Chris. Chris, we did get a few questions in. A lot of them we've already answered, so I won't go through those. We did get one that says, can you give us a sense of the current advertising market in the first quarter since the quarter is nearly over and a sense of the trends by month in the quarter?

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

What has spot advertising donepacing? What are you hearing from your local advertisers? I'll start. We obviously did I did in my comments talk about the first quarter in general, break it down a little bit more. January and February were about the same with both being down high single digits.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

March was a bit better being down mid single digits. I'll go beyond the first quarter a little bit and say that April and May and June have all improved, and we expect to continue to see improvement in the second quarter with April starting down mid single digits and by June appearing to be flat to up a little in pacing. And again, June still a ways out. So as we know in radio and digital advertising, everything comes on a much quicker basis these days. Maybe, Chris, you can talk about here what you're hearing from local advertisers and spot advertising.

[Christopher Forgy, CEO, President & Director at Saga Communications]

Well, I don't think it's any secret that the industry is facing a stronger than a downdraft. The my fellow CEOs that I speak to are not happy with it. And again, I just come back to one thing. Many of them don't have a plan. Some of them don't, some of them do, some of them have some very good plans.

[Christopher Forgy, CEO, President & Director at Saga Communications]

We have an excellent plan. And I for one, and I think I speak for our team that we're very optimistic, particularly as we get into the second half of this year and beyond.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

Thank you, Chris. Another question, many radio stations have turned to central casting to reduce headcount and talent costs and or looking to regional hub and spoke strategies. Is this something that Saga is contemplating?

[Christopher Forgy, CEO, President & Director at Saga Communications]

I'll take that one, Sam. Massive cuts? No. We are not going to central casting. Our most important assets are people, walk in and out of the doors of our radio stations every day.

[Christopher Forgy, CEO, President & Director at Saga Communications]

That being said, we are always and continue to take advantage of operating efficiencies across all platforms in all of our Saga markets. That's something we do on an ongoing basis, be more efficient. But our people are most important and are sustaining resource and that is not a plan that we have now or in the future.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

And to add to that, that gives us the extreme localism that we do have that a lot of our brother and don't have, which allows us to continue to connect as a trusted source for advertising both local and digital in all our markets. There was another question that had to do with changes in terms of your digital strategy. I don't think we need to add any more there. You spent quite a bit of time talking about that. But as we all know and as you said, radio improves as digital improves, and we're on a good transformational strategic plan to move forward.

[Samuel D. Bush, Executive VP, CFO & Treasurer at Saga Communications]

And with that, I will turn it back over to John for wrapping up.

Participants

Executives

• Christopher Forgy, CEO, President & Director
• Samuel D. Bush, Executive VP, CFO & Treasurer