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Catalina Marketing Reports Financial Results for Fiscal 2004

               Annual Report on Form 10-K Filed Today With SEC

    ST. PETERSBURG, Fla., July 15 /PRNewswire-FirstCall/ -- Catalina Marketing
Corporation (NYSE: POS) today reported that the company has filed its Annual
Report on Form 10-K for the year ended March 31, 2004 with the Securities and
Exchange Commission (SEC).  Investors are urged to review the 2004 Form 10-K
for a detailed discussion of the financial results and business status
descriptions.
   For the twelve-month period ended March 31, 2004, revenues were
$473.0 million compared with revenues of $470.7 million reported for the
comparable prior year period.  The company incurred a net loss of
$19.3 million, or $0.37 per diluted share, for fiscal 2004 compared to net
income of $55.1 million, or $1.00 per diluted share, for fiscal 2003.  Cash
flows from operating activities were $138.1 million and $118.5 million for the
years ended March 31, 2004 and 2003, respectively.  On a pro forma non-GAAP
basis (to exclude the results of businesses being planned for disposition, as
described further below) revenues increased 6.5% to $408.6 million during the
year ended March 31, 2004 from $383.8 million in fiscal year 2003.  Pro forma
non-GAAP net income was $62.1 million for the twelve months ended March 31,
2004, a 17.7% increase over $52.8 million of net income from the comparable
prior year period.
    The reporting of fiscal year 2004 had been delayed because of the time and
resources required to complete and file the company's Annual Report on Form
10-K for fiscal year 2003, which included the restated financial statements
for fiscal years 2002 and 2001.  This filing was made on May 17, 2004.  The
company reiterated that the timing of the filing of the 2004 annual report on
Form 10-K did not have an impact on its credit facilities and that it is
currently in compliance with all related financial covenants.
    "We are very pleased to have completed this process," said L. Dick Buell,
chief executive officer.  "Today's filing marks a significant milestone for
Catalina Marketing, in that we have addressed the financial reporting and
restatement issues that have faced the company for the past 13 months and can
focus solely on building our core businesses."

    Pro Forma Non-GAAP Adjustments
    The pro forma non-GAAP financial information herein includes the results
of the company's on-going business operations and, accordingly, excludes the
financial results of the business units designated to be divested by the
company including Direct Marketing Services (DMS), Japan Billboard and
Catalina Marketing Research Solutions (CMRS).  It should be noted that the
company recognized impairment charges in fiscal 2004 with respect to each of
these businesses and that the pro forma non-GAAP financial information does
not reflect such impairment charges.
   During the third quarter of fiscal year 2004, the company announced its
intent to divest DMS, Japan Billboard and CMRS.  These businesses were deemed
not to be strategically aligned with Catalina's current core competencies.
The company tested the goodwill related to these operations for possible
impairment in accordance with Statement of Financial Accounting Standards
(SFAS) No. 142, "Goodwill and Other Intangible Assets."  As a result of this
testing, the company recorded impairment charges related to goodwill in the
amount of $81.5 million on the consolidated income statement for fiscal year
2004.  The impairment charges consisted of $29.8 million related to DMS, $30.5
million related to Japan Billboard and $21.2 million related to CMRS.
    In addition to the $81.5 million of goodwill impairment charges described
above, the company recognized an impairment charge on its billboard assets in
Japan.  The increased regulatory limitations on tobacco advertising on
billboards in Japan resulted in a charge of $4.1 million related to the
impairment of long-lived assets pursuant to SFAS No. 144, "Accounting for the
Impairment or Disposal of Long-Lived Assets."
    Additional information related to how these impairment charges were
derived is available in Management's Discussion and Analysis and the company's
consolidated financial statements contained in the fiscal year 2004 Annual
Report on Form 10-K.

    Webcast Scheduled
    The company also announced that it will host a webcast on Monday, July 19,
2004, at 10:00 a.m. EDT to discuss its financial results as filed in its
fiscal year 2004 Annual Report on Form 10-K.  The webcast may be accessed at
http://www.corporate-ir.net/ireye/ir_site.zhtml?ticker=POS&script=1010&item_id=918706
and will be available for replay from Monday, July 19, 2004, through Monday,
August 16, 2004.



                         Catalina Marketing Corporation
                             Selected Financial Data
                    (in thousands, except per share amounts)

                                     Twelve Months         Twelve Months
        Periods Ended March 31      2004      2004        2003        2003
                                    GAAP    Pro-Forma     GAAP     Pro-Forma

      Revenues                    $472,950  $408,632   $470,709     $383,848

      Direct Operating Expenses    186,207   139,783    208,381      147,077

      Selling, General and
       Administrative              140,815   123,095    125,449      107,958

      Impairment Charges            85,565        --      1,225           --

      Depreciation and
       Amortization                 47,637    44,938     43,268       40,682

      Income from Operations        12,726   100,816     92,386       88,131

      Other (Income) Expense           793       538      3,135        2,862

      Provision for Income Taxes    30,436    38,198     34,153       32,517

      Net Income (Loss) Before
       Accounting Change           (18,503)   62,080     55,098       52,752
      Cumulative Effect of Acctg
       Change                         (770)       --         --           --
      Net Income (Loss) After
       Acctg Change               $(19,273)  $62,080    $55,098      $52,752

      Diluted:

      Earnings Per Share            $(0.37)    $1.19      $1.00        $0.96

      Weighted Average Shares
       Outstanding                  52,304    52,304     54,885       54,885

      Basic:

      Earnings Per Share            $(0.37)    $1.19      $1.01        $0.97

      Weighted Average Shares
       Outstanding                  52,304    52,304     54,474       54,474



                               Selected Other Data

                                                           March 31
                                                     2004           2003

    Balance Sheet and Cash Flow (in thousands):

     Cash                                           $72,704         $1,715

     Stockholders' Equity                          $184,662       $215,995

     Cash Flows from Operating Activities          $138,133       $118,503

    U.S. Core Domestic Business:

     Number of Stores at Quarter End                 17,604         17,498

     Net Stores Installed During Quarter
      /YTD                                           22/106      165/1,010

     Promotions Printed During Quarter/
      YTD (in millions)                           878/3,118      922/3,334

     Weekly Shopper Reach at Quarter End
      (in millions)                                     209            203

    International Business:

     Number of Stores at Quarter End                  5,545          4,069

     Net Stores Installed During Quarter
      /YTD                                        287/1,476        271/731

     Promotions Printed During Quarter/
      YTD (in millions)                             230/757        156/455

     Weekly Shopper Reach at Quarter End
      (in millions)                                      65             47



                          Catalina Marketing Corporation
           Reconciliation of GAAP to Pro forma Non-GAAP Net Income (1)
                     (in thousands, except per share amounts)

                                                Adjustments to
                                                reconcile from
                                                   GAAP to
    Twelve Months Ended March 31, 2004            Non-GAAP         Non-GAAP
                                       GAAP       Pro forma        Pro forma


    Revenues                         $472,950      $64,318          $408,632

    Direct Operating Expenses         186,207       46,424           139,783

    Selling, General and
     Administrative                   140,815       17,720           123,095

    Impairment Charges                 85,565       85,565                --

    Depreciation and Amortization      47,637        2,699            44,938

    Income from Operations             12,726      (88,090)          100,816

    Other (Income) Expense                793          255               538

    Provision for Income Taxes         30,436       (7,762)           38,198

    Net Income (Loss) Before
     Accounting Change                (18,503)     (80,583)           62,080

    Cumulative Effect of Acctg
     Change                              (770)        (770)               --
    Net Income (Loss) After Acctg
     Change                          $(19,273)    $(81,353)          $62,080

    Earnings per Share, Diluted
     (52,304 shares)                   $(0.37)      $(1.56)            $1.19

    Earnings per Share, Basic
     (52,304 shares)                   $(0.37)      $(1.56)            $1.19

    (1)  The non-GAAP pro forma net income results are a supplement to the
         financial data based on accounting principals generally accepted in
         the United States of America (GAAP).  These non-GAAP pro forma
         results reflect adjustments primarily to exclude from operating
         results the financial statement information for business units that
         have been identified for divestiture or disposal and as such are not
         viewed by the company as part of the ongoing business.  The company
         believes this presentation provides useful information to investors
         because it assists investors in better understanding the company's
         operations for the full fiscal year.  It should be emphasized,
         however, that these measurements are not a substitution for GAAP-
         based financial statements.



                          Catalina Marketing Corporation
           Reconciliation of GAAP to Pro forma Non-GAAP Net Income (1)
                     (in thousands, except per share amounts)

                                                  Adjustments to
                                                  reconcile from
                                                     GAAP to
                                                     Non-GAAP       Non-GAAP
                                         GAAP        Pro forma      Pro forma
    Period Ended March 31, 2003

    Revenues                           $470,709       $86,861       $383,848

    Direct Operating Expenses           208,381        61,304        147,077

    Selling, General and
     Administrative                     125,449        17,491        107,958

    Impairment Charges                    1,225         1,225             --

    Depreciation and Amortization        43,268         2,586         40,682

    Income from Operations               92,386         4,255         88,131

    Other (Income) Expense                3,135           273          2,862

    Provision for Income Taxes           34,153         1,636         32,517

    Net Income (Loss) Before
     Accounting Change                   55,098         2,346         52,752
    Cumulative Effect of Acctg
     Change                                  --            --             --
    Net Income (Loss) After Acctg
     Change                             $55,098        $2,346        $52,752

    Earnings per Share, Diluted
     (54,885 shares)                      $1.00         $0.04          $0.96

    Earnings per Share, Basic
     (54,474 shares)                      $1.01         $0.04          $0.97

    (1)  The non-GAAP pro forma net income results are a supplement to the
         financial data based on accounting principles generally accepted in
         the United States of America (GAAP).  These non-GAAP pro forma
         results reflect adjustments primarily to exclude from operating
         results the financial statement information for business units that
         have been identified for divestiture or disposal and as such are not
         viewed by the company as part of the ongoing business.  The company
         believes this presentation provides useful information to investors
         because it assists investors in better understanding the company's
         operations for the full fiscal year.  It should be emphasized,
         however, that these measurements are not a substitution for GAAP-
         based financial statements.


    Based in St. Petersburg, FL, Catalina Marketing Corporation
(http://www.catalinamarketing.com) was founded 20 years ago based on the
premise that targeting communications based on actual purchase behavior would
generate more effective consumer response. Today, Catalina Marketing combines
unparalleled insight into consumer behavior with dynamic consumer access. This
combination of insight and access provides marketers with the ability to
execute behavior-based marketing programs, ensuring that the right consumer
receives the right message at exactly the right time. Catalina Marketing
offers an array of behavior-based promotional messaging, loyalty programs and
direct-to-patient information. Personally identifiable data that may be
collected from the company's targeted marketing programs, as well as its
research programs, are never sold or given to any outside party without the
express permission of the consumer.

    Certain statements in the preceding paragraphs are forward looking, and
actual results may differ materially. Statements not based on historic facts
involve risks and uncertainties, including, but not limited to, the changing
market for promotional activities, especially as it relates to policies and
programs of packaged goods and pharmaceutical manufacturers and retailers,
government and regulatory statutes, rules, regulations and policies, the
effect of economic and competitive conditions and seasonal variations, actual
promotional activities and programs with the company's customers, the pace of
installation of the company's store network, the success of new services and
businesses and the pace of their implementation, the company's ability to
maintain favorable client relationships, the timing of the completion of the
company's future SEC filings, the outcome and impact of an ongoing SEC
investigation into certain of the company's prior fiscal years, and the
outcome and impact of the pending shareholder class action and derivative
lawsuits.


SOURCE Catalina Marketing Corporation




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    Audio:www.corporate-ir.net/ireye/ir_site.zhtml?ticker=POS&script=1010&item_id=918706
    (POS)
    CONTACT:
    Investors, Christopher W. Wolf, Chief
    Financial Officer, +1-727-579-5218, or Joanne Freiberger, Vice
    President, Finance, +1-727-579-5116, or Media, Susan Gear,
    Executive Director, Marketing, +1-727-579-5452, all of Catalina
    Marketing