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Catalina Marketing Reports Financial Results for First Quarter Fiscal 2005

              Quarterly Report on Form 10-Q Filed Today with SEC

    ST. PETERSBURG, Fla., Aug. 16 /PRNewswire-FirstCall/ -- Catalina Marketing
Corporation (NYSE: POS) today reported that the company has filed its
Quarterly Report on Form 10-Q for the quarter ended June 30, 2004 with the
Securities and Exchange Commission (SEC).  Investors are urged to review the
10-Q for a detailed discussion of the financial results and business
descriptions.
    For the three-month period ended June 30, 2004, consolidated revenues grew
3.4% to $105.6 million, compared with revenues of $102.2 million reported for
the comparable prior year period.  The company had consolidated net income of
$10.9 million, or $0.21 per diluted share, for the first quarter of fiscal
2005 compared with net income of $4.3 million, or $0.08 per diluted share, for
the first quarter of fiscal 2004.  On a pro forma non-GAAP basis (to exclude
the results of businesses being planned for disposition, as described further
below), consolidated revenues increased 15.1% to $95.4 million during the
quarter ended June 30, 2004 from $82.9 million during the quarter ended June
30, 2003.  Pro forma non-GAAP consolidated net income was $13.4 million for
the three months ended June 30, 2004, as compared with $5.6 million of net
income for the comparable prior year period.

    Pro Forma Non-GAAP Adjustments
    The pro forma non-GAAP financial information herein includes the results
of the company's ongoing business operations and accordingly, excludes the
financial results of the business units targeted for divestiture by the
company including Direct Marketing Services (DMS), Japan Billboard and
Catalina Marketing Research Solutions (CMRS).  Investors are urged to review
the 10-Q for a detailed discussion of the financial results and business
descriptions.

                             Three Months Ended  Three Months Ended
                                June 30, 2004      June 30, 2003

                                          Net                Net
     (In thousands)            Revenues  Income   Revenues  Income

     Catalina Marketing
     Services                  $63,402  $16,133   $59,599  $12,836
     Catalina Health Resource   17,866    1,074    14,466   (1,997)
     International              14,246      801     9,111   (1,146)
     Corp / Elim                  (112)  (4,645)     (311)  (4,083)
       Total Strategic         $95,402  $13,363   $82,865   $5,610

     DMS                        $5,938  $(1,819)  $11,812    $(483)
     Japan Billboard             2,921     (181)    3,768   (1,138)
     CMRS                        1,382     (437)    3,767      274
       Total Non-Strategic     $10,241  $(2,437)  $19,347  $(1,347)

     Consolidated             $105,643  $10,926  $102,212   $4,263


    Dick Buell, chief executive officer stated, "The results achieved in the
first quarter were encouraging, with all business segments outperforming the
prior year, except for those non-strategic units that we have targeted for
divestiture.  We believe these results demonstrate that the company has taken
the necessary steps to develop a foundation for future growth."
    Mr. Buell continued, "Looking forward to the balance of fiscal year 2005,
it is important to emphasize that Catalina's management is committed to
developing and implementing initiatives that will grow revenues and
profitability in the long term.  Therefore, in the future, the company does
not presently intend to provide guidance as to revenues or earnings
expectations.  However, having been unable to publicly report results on a
regular basis during the past year, Catalina recognizes the importance of
providing directional guidance regarding the current fiscal year.  To
establish a baseline for future comparison, we will refer to numbers that have
been adjusted to reflect the planned divestitures of Japan Billboard, DMS and
CMRS, as well as the removal of the one-time deferral of revenues resulting
from the prior years' revenue recognition adjustments to Catalina Health
Resource.  With those adjustments, fiscal year 2004 diluted earnings per share
was $1.06 and fiscal year 2003 diluted earnings per share was $0.98. Operating
income for adjusted fiscal year 2004 reached $89 million and fiscal year 2003
netted out at $90 million.  In fiscal year 2004, adjusted revenues rose to
$397 million from revenues of $386 million in fiscal year 2003."
    Mr. Buell concluded, "Using the adjusted baseline as a point of
comparison, fiscal year 2005 is projected to be a solid-performing year with
flat revenues and comparable profitability."

    Webcast Scheduled
    The company also announced that it will host a webcast on Monday,
August 16, 2004; at 10:00 a.m. EDT to discuss its financial results as filed
in its first quarter 2005 report on Form 10-Q.  The webcast may be accessed at
http://www.corporate-
ir.net/ireye/ir_site.zhtml?ticker=POS&script=1010&item_id=926086, and will be
available for replay from Monday, August 16, 2004 through Thursday,
September 16, 2004.


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

                                         Three Months Ended Three Months Ended
                                              June 30            June 30
                                          2004      2004      2003      2003
                                          GAAP   Pro Forma    GAAP   Pro Forma

    Revenues                           $105,643   $95,402  $102,212   $82,865

    Direct Operating Expenses            41,678    33,788    46,805    32,812

    Selling, General and Administrative  31,771    28,824    35,619    30,241

    Impairment Charge                     1,609         -         -         -

    Depreciation and Amortization        12,198    11,552    11,804    11,159

    Income from Operations               18,387    21,238     7,984     8,653

    Other (Income) Expense                  420       393      (198)     (250)

    Provision for Income Taxes            7,041     7,482     3,149     3,293

    Net Income before accounting change  10,926    13,363     5,033     5,610
    Cumulative effect of acctg change         -         -      (770)        -
    Net Income after acctg change       $10,926   $13,363    $4,263    $5,610


    Basic:

    Earnings Per Share                    $0.21     $0.26     $0.08     $0.11

    Weighted Average Shares Outstanding  52,227    52,227    52,536    52,536

    Diluted:

    Earnings Per Share                    $0.21     $0.26     $0.08     $0.11

    Weighted Average Shares Outstanding  52,245    52,245    52,569    52,569



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

                                                             June 30
                                                     2004              2003
      Balance Sheet and Cash Flow (in thousands):

    Cash                                           $71,467            $8,886

    Stockholders' Equity                          $194,668          $207,240

    Cash Flows from Operating Activities            $1,866           $17,279


      U.S. Core Domestic Business:

    Number of Stores at Quarter End                 17,607            17,569

    Net Stores Installed During Quarter                  3                71

    Promotions Printed During Quarter (in
     millions)                                         738               644

    Weekly Shopper Reach at Quarter End
     (in millions)                                     220               215

      International Business:

    Number of Stores at Quarter End                  5,598             4,517

    Net Stores Installed During Quarter                 53               448

    Promotions Printed During Quarter (in
     millions)                                         187               137

    Weekly Shopper Reach at Quarter End
     (in millions)                                      61                48


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

                                                         Non-GAAP
                                                        Pro Forma     Non-GAAP
      Three Months Ended June 30, 2004         GAAP    Adjustments   Pro Forma

    Revenues                                 $105,643     $10,241     $95,402

    Direct Operating Expenses                  41,678       7,890      33,788

    Selling, General and Administrative        31,771       2,947      28,824

    Impairment Charge                           1,609       1,609           -

    Depreciation and Amortization              12,198         646      11,552

    Income from Operations                     18,387      (2,851)     21,238

    Other (Income) Expense                        420          27         393

    Provision for Income Taxes                  7,041        (441)      7,482

    Net Income (Loss)                         $10,926     $(2,437)    $13,363

    Earnings per Share, Basic
     (52,227 shares)                            $0.21      $(0.05)      $0.26

    Earnings per Share, Diluted
     (52,245 shares)                            $0.21      $(0.05)      $0.26

     (1) The non-GAAP pro forma net income results are a supplement to the
     financial data provided that is  based on generally accepted accounting
     principles (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 quarter.  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)

                                                          Non-GAAP
                                                         Pro Forma    Non-GAAP
      Three Months Ended June 30, 2003         GAAP     Adjustments  Pro Forma

    Revenues                                 $102,212     $19,347     $82,865

    Direct Operating Expenses                  46,805      13,993      32,812

    Selling, General and Administrative        35,619       5,378      30,241

    Depreciation and Amortization              11,804         645      11,159

    Income from Operations                      7,984        (669)      8,653

    Other (Income) Expense                       (198)         52        (250)

    Provision for Income Taxes                  3,149        (144)      3,293

    Net Income (Loss) before accounting
     change                                     5,033        (577)      5,610

    Cumulative effect of acctg change            (770)       (770)          -

    Net Income (Loss) after acctg change       $4,263     $(1,347)     $5,610

    Earnings per Share, Basic
     (52,536 shares)                            $0.08      $(0.03)      $0.11
    Earnings per Share, Diluted
     (52,569 shares)                            $0.08      $(0.03)      $0.11

     (1) The non-GAAP pro forma net income results are a supplement to the
     financial data provided that is  based on generally accepted accounting
     principles (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 quarter.  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 Adjusted Basis (1)
                    (in thousands, except per share amounts)


                                                  Fiscal Year Ended March 31
    Consolidated Revenues:                           2004              2003

    GAAP                                          $472,950          $470,709

    Adj. to reconcile GAAP to
     non-GAAP Pro Forma                            (64,318)          (86,861)
    CHR revenue adjustment                         (11,558)            1,668

    Non-GAAP Pro Forma                            $397,074          $385,516


    Consolidated Operating Income:                   2004              2003

    GAAP                                           $12,726           $92,386

    Adj. to reconcile GAAP to
     non-GAAP Pro Forma                             88,091            (4,255)
    CHR revenue adjustment                         (11,558)            1,668

    Non-GAAP Pro Forma                             $89,259           $89,799


    Consolidated Diluted EPS:                         2004              2003

    GAAP                                            $(0.37)            $1.00

    Adj. to reconcile GAAP to
     non-GAAP Pro Forma                               1.56             (0.04)
    CHR revenue adjustment                           (0.13)             0.02

    Non-GAAP Pro Forma                               $1.06             $0.98

    (1) The non-GAAP pro forma net income results are a supplement to the
     financial data that is based on generally accepted accounting principles
     (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, as
     well as the one-time deferral of CHR revenues resulting from prior years'
     revenue recognition adjustments.  The company believes this presentation
     provides useful information to investors because it assists investors in
     better understanding the company's operations for comparability with
     recurring results for the future.  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:http://www.corporate-
    ir.net/ireye/ir_site.zhtml?ticker=POS&script=1010&item_id=926086
    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 Corporation