Lower Costs Help Offset Ad Slump

Article Excerpt

Transcontinental has dropped roughly 40% in the past three months, as the turmoil in credit markets has hurt its direct mail operations. Lower advertising spending has also weighed on its publishing business. However, the company is doing a good job controlling costs and expanding its Internet businesses. That should help it cope with the current downturn. TRANSCONTINENTAL INC. $8.50 (Toronto symbol TCL.A; Aggressive Growth Portfolio, Consumer sector; Shares outstanding: 80.8 million; Market cap: $686.8 million; Price-to-sales ratio: 0.3; SI Rating: Average) now trades at just 5.1 times its forward earnings estimate of $1.66 a share. That’s mainly because advertisers are shifting away from traditional direct mail services to the Internet. Direct marketing accounts for 50% of Transcontinental’s revenue, and 40% of its profit. Transcontinental is also a major commercial printer (25% of revenue, 30% of profit). Many of its major customers, such as newspaper publishers, are now stagnating as the slowing economy hurts their circulation sales and advertising revenues. The slowdown is also…