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Salon Reports Third Quarter Fiscal Year 2005 Results and Management Changes

Records Quarterly Net Profit of $0.4 Million, Compared to $1.2 Million Loss in
                  Prior Year Period as Revenue Increases 69%

Names Elizabeth Hambrecht Chief Executive Officer, Joan Walsh Editor in Chief
                   and Conrad Lowry Chief Financial Officer

    SAN FRANCISCO, Feb. 10 /PRNewswire-FirstCall/ -- Salon Media Group, Inc.
(OTC Bulletin Board: SALN), an Internet media company, announced today a net
profit attributable to common stockholders of $0.4 million for its third
quarter ended December 31, 2004, compared to a net loss attributable to common
stockholders of $1.2 million for its third quarter the year before.
    Total revenues for the quarter ended December 31, 2004 were $2.2 million,
an increase of 69% from $1.3 million a year ago, with advertising revenues
increasing to $1.3 million from $0.6 million a year ago.  Salon has not
recorded quarterly revenues in excess of $2.0 since the quarter that ended
December 31, 2000, four years earlier.
    On a non-GAAP pro forma basis, Salon recorded a profit attributable to
common stockholders of $0.4 million compared to a loss of $0.4 million in the
prior year period.  For the nine-month period ended December 31, 2004, Salon
recorded a non-GAAP pro forma profit attributable to stockholders of $0.2
million, compared to a comparable non-GAAP pro forma loss attributable to
stockholders of $2.1 million for the nine month period ended December 31,
2003.
    A reconciliation of net profit calculated in accordance with generally
accepted accounting principles in the United States of America (GAAP) and pro
forma net income (loss) is provided immediately following the consolidated
statements of operations below. These pro forma measures are not in accordance
with, or an alternative for, GAAP and may be different from pro forma measures
used by other companies. Salon believes that the presentation of pro forma
results provides useful information to management and investors regarding
underlying trends in its consolidated financial condition and results of
operations. Readers of Salon's consolidated financial statements are advised
to review and carefully consider the financial information prepared in
accordance with GAAP contained in this press release and Salon's periodic
filings with the Securities and Exchange Commission.

    Management Changes
    Salon also announced the promotion of Elizabeth Hambrecht to Chief
Executive Officer and Joan Walsh to Editor in Chief, effective February 10,
2005. Founder David Talbot, formerly CEO and Editor in Chief, has relinquished
those positions but will stay on as Chairman of the Board.  Conrad Lowry, who
has been serving the Company as Controller, will assume the duties of Chief
Financial Officer and Secretary.
    "I am very excited to announce this profitable quarter," Talbot stated.
"It's an excellent time for me to move into a new role. Betsy and Joan have
been part of the leadership team that brought Salon new fiscal and editorial
life, and I'm proud to be able to leave Salon in their hands."  Talbot will
also be working on a book about John and Robert Kennedy for Free Press/Simon &
Schuster.
    Joan Walsh joined Salon as its first full-time news editor in October 1998
and presided over the development of its award-winning news and politics
department.  Her work has appeared in many national newspapers and magazines,
from the Los Angeles Times and Baltimore Sun to Vogue and the Nation.  She
became Senior Vice President of Editorial Operations in 2004.  Elizabeth
Hambrecht joined Salon in April 2003 as Chief Financial Officer, and was named
President in October 2003.  Mr. Lowry has been Controller at Salon since 2000.
    Talbot attributed Salon's improved performance to its continued editorial
excellence and the strength of its innovative business model, which offers
readers a choice between subscribing - Salon had 89,100 subscribers in the
quarter ending Dec. 31, 2004 - or using an advertiser-sponsored "Site Pass,"
which lets readers access Salon's award-winning editorial content for free
after viewing a short advertisement. "Our loyal subscribers have sustained us
through tough times, and our Site Pass model is letting us reach a new
generation of readers and subscribers," Talbot said.

    Highlights of quarter ending December 31, 2004:

    -- Total revenues for the current period were $2.2 million compared to
$1.3 million last year, a 69% increase. Salon has not recorded quarterly
revenues in excess of $2.0 since its quarter ended December 31, 2000.
    -- Advertising revenues increased to $1.3 million this quarter compared to
$0.6 million last year, a 124% increase.
    -- Salon Premium subscribers at the end of the quarter were approximately
89,100 compared to approximately 73,700 a year ago.

    Future Periods Guidance:
    Salon does not believe that the quarter ending December 31, 2004 GAAP and
non-GAAP financial results should be considered predictive of future quarter
results.
    Salon anticipates a net loss for its quarter ending March 31, 2005 and
cannot accurately predict when it will reach net profit in future quarters.
Due to seasonality, Salon estimates that total revenues for its quarter ending
March 31, 2005 will be $1.3 - $1.4 million, with advertising sales comprising
$0.6 - $0.7 million of the total.  Salon cannot predict total revenues after
March 31, 2005 owing to the relatively short time frame in which advertising
orders are secured and when they run on our Website and the lack of
significant long-term advertising orders.
    Salon Premium subscriptions grew from approximately 80,900 at September
30, 2004 to approximately 89,100 as of December 31, 2004.  Salon does not
believe that this is indicative of future subscription growth rates and cannot
accurately predict the number of active subscribers as of March 31, 2005.

    About Salon Media Group, Inc.:
    Founded in 1995, Salon is an Internet media company that produces an award
winning, original-content Website of news, opinion and culture, and hosts two
subscription communities, Table Talk and The Well.

    "Safe Harbor" Statement under the U.S. Private Securities Litigation
Reform Act of 1995:  This press release contains certain "forward-looking"
statements within the meaning of the Private Securities Litigation Reform Act
of 1995. These statements are based on management's current expectations and
are naturally subject to uncertainty and changes in circumstances. Actual
results may vary materially from the expectations contained herein. The
forward-looking statements contained herein include statements about future
financial and operating results of Salon. Factors that could cause actual
results to differ materially from those described herein include: the economic
environment of the media industry; the difficulty in securing on-line
advertising; growth in subscription revenue programs; uncertain revenue
sources and the general economic environment. More detailed information about
these factors is set forth in the reports filed by Salon with the Securities
and Exchange Commission. Salon is under no obligation to and expressly
disclaims any such obligation to update or alter its forward-looking
statements, whether as a result of new information, future events or
otherwise.  We do not believe that our reported results should be considered
predictive of future period or full year results."

    NOTE:  Salon is a registered trademark of Salon Media Group, Inc.  All
other company and product names mentioned are trademarks of their respective
owners.


                           SALON MEDIA GROUP, INC.
                    CONSOLIDATED STATEMENTS OF OPERATIONS
                    (in thousands, except per share data)
                                 (Unaudited)

                                          Three Months Ended Nine Months Ended
                                              December 31       December 31
                                              2004     2003    2004     2003

    Net revenues                            $2,150   $1,273   $5,139   $3,404

    Operating expenses:
       Production and content                1,131    1,069    3,335    3,214
       Sales and marketing                     551      649    1,406    1,679
       Research and development                158      150      449      448
       General and administrative              163      371      524    1,064
       Amortization of intangibles              --       86       --      276
          Total operating expenses           2,003    2,325    5,714    6,681

    Profit (loss) from operations              147   (1,052)    (575)  (3,277)
    Other income (expense), net                125     (134)     572     (458)
    Net profit (loss)                          272   (1,186)      (3)  (3,735)
    Preferred deemed dividend                  123       (1)     252       30
    Net profit (loss) attributable to
     common stockholders                      $395  $(1,187)    $249  $(3,705)

    Basic diluted net profit (loss) per
     share attributable to common
     stockholders                            $0.03   $(0.08)   $0.02   $(0.26)

    Diluted net profit (loss) per share
     attributable to common stockholders     $0.00   $(0.08)   $0.00   $(0.26)

    Weighted average shares used in
     computing basic net profit (loss)
     per share attributable to common
     stockholders                           14,507   14,155   14,275   14,081

    Weighted average shares used in
     computing dilutive net profit (loss)
     per share attributable to common
     stockholders                          203,387   14,155  202,762   14,081



                           SALON MEDIA GROUP, INC.
               PRO FORMA CONSOLIDATED STATEMENTS OF OPERATIONS
                    (in thousands, except per share data)
                                 (Unaudited)

                                Three Months Ended        Nine Months Ended
                                December 31, 2004         December 31, 2004
                               As (1)          Pro     As (1)           Pro
                            Reported   Adj.   Forma  Reported  Adj.    Forma
    Net revenues              $2,150    $0   $2,150   $5,139   $       $5,139

    Operating expenses:
      Production and content   1,131   (65)   1,066    3,335  (134)     3,201
      Sales and marketing        551  (174)     377    1,406  (471)       935
      Research and
       development               158   (12)     146      449   (30)       419
      General and
       administrative            163    27      190      524    47        571
         Total operating
          expenses             2,003  (224)   1,779    5,714  (588)     5,126

    Profit (loss) from
     operations                  147   224      371     (575)  588         13
    Other income (expense),
     net                         125  (104)      21      572  (415)       157
    Net profit (loss)            272   120      392       (3)  173        170
    Preferred deemed
     dividend                    123  (123)       0      252  (252)         0
    Net profit (loss)
     attributable to
     common stockholders        $395   $(3)    $392     $249  $(79)      $170

    Basic net profit (loss)
     per share attributable
     to common stockholders    $0.03          $0.03    $0.02            $0.01
    Dilutive net profit
     (loss) per share
     attributable
     to common stockholders    $0.00          $0.00    $0.00            $0.00

    Weighted average shares
     used in computing
     basic net profit
     (loss) per share
     attributable
     to common stockholders   14,507         14,507   14,275           14,275
    Weighted average shares
     used in computing
     dilutive net profit
     (loss) per share
     attributable to common
     stockholders            203,387        203,387  202,762          202,762

    (1) In accordance with accounting principles generally accepted in the
        United States



                           SALON MEDIA GROUP, INC.
               PRO FORMA CONSOLIDATED STATEMENTS OF OPERATIONS
                    (in thousands, except per share data)
                                 (Unaudited)

                              Three Months Ended        Nine Months Ended
                               December 31, 2003        December 31, 2003
                               As(1)         Pro     As(1)             Pro
                            Reported  Adj.  Forma  Reported   Adj.     Forma

    Net revenues              $1,273    $0  $1,273   3,404    $       $3,404

    Operating expenses:
      Production and content   1,069  (124)    945   3,214    (262)     2,952
      Sales and marketing        649  (386)    263   1,679    (673)     1,006
      Research and
       development               150   (28)    122     448     (52)       396
      General and
       administrative            371   (61)    310   1,064     (94)       970
      Amortization of
       intangibles                86   (86)     --     276    (276)        --
         Total operating
          expenses             2,325  (685)  1,640   6,681  (1,357)     5,324

    Loss from operations      (1,052)  685    (367) (3,277)  1,357     (1,920)
    Other income (expense),
     net                        (134)   77     (57)   (458)    301       (157)
    Net loss                  (1,186)  762    (424) (3,735)  1,658     (2,077)
    Preferred deemed
     dividend                     (1)    1      --      30     (30)        --
    Net loss attributable to
     common stockholders     $(1,187) $763   $(424) (3,705) $1,628    $(2,077)

    Basic and diluted net
     loss per share
     attributable
     to common stockholders   $(0.08)       $(0.03)  (0.26)            $(0.15)

    Weighted average shares
     used in computing
     basic and diluted net
     loss per share
     attributable to common
     stockholders             14,155        14,155  14,081             14,081

    (1) In accordance with accounting principles generally accepted in the
        United States



                            SALON MEDIA GROUP, INC.
                PRO FORMA CONSOLIDATED STATEMENTS OF OPERATIONS
                     (in thousands, except per share data)
                                  (Unaudited)

                                            Three Months     Nine Months
                                               Ended           Ended
                                           December 31,      December 31,
                                           2004      2003   2004      2003

    Net profit (loss) attributable to
     common stockholders                   $395   $(1,187)  $249   $(3,705)

    Less:
       Charges (benefits) resulting from
        re-valuing warrants
        issued in conjunction with
        operations                         (135)      (57)  (541)       (9)
       Utilization of prepaid advertising
        rights                              159       360    440       600
       Gain on issuance of stock for
        trade payable                       (25)       --    (25)       --
       Loss on retirement of assets          --        43     --        43
       Depreciation and amortization
        charges                             121       416    299     1,024
       Preferred deemed dividend charges
        (benefits) from
        re-valuing warrants issued to
        preferred stockholders             (123)        1   (470)      (30)
       Preferred deemed dividend charge
        from issuance of
        preferred stock                      --        --    218        --
    Pro forma net profit (loss)
     attributable to common stockholders   $392     $(424)  $170   $(2,077)



                             SALON MEDIA GROUP, INC.
                     CONSOLIDATED BALANCE SHEETS (Unaudited)
               (in thousands, except share and per share amounts)

                                                  December 31,       March 31,
                                                     2004              2004
    Assets
        Current assets:
            Cash and cash equivalents                 $460              $696
            Accounts receivable, net                 1,128               306
            Prepaid expenses and other
             current assets                            262               432
                Total current assets                 1,850             1,434

        Property and equipment, net                    139                89
        Other intangible assets, net                     0                 0
        Goodwill, net                                  200               200
        Prepaid advertising rights                   3,990             4,430
        Other assets                                    68               117
                Total assets                        $6,247            $6,270

    Liabilities and stockholders' equity
    Liabilities:
        Current liabilities:
            Accounts payable and accrued
             liabilities                              $865            $1,143
            Deferred revenue                         1,119             1,107
                Total current liabilities            1,984             2,250

        Warrants payable                                --             2,621

            Total liabilities                        1,984             4,871

    Stockholders' equity:
        Common stock                                    14                14
        Preferred stock                                 --                --
        Additional paid in capital                  94,935            92,320
        Accumulated deficit                        (90,686)          (90,935)
            Total stockholders' equity               4,263             1,399
                Total liabilities and
                 stockholders' equity               $6,247            $6,270



SOURCE Salon Media Group, Inc.




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    CONTACT:
    Investor & Media, Priscilla Eshelman of Salon
    Media Group, Inc., +1-415-645-9333, or pr@salon.com