story a bit so let me explain the basic concept management has outlined as I pass you the Kool Aid and
we can drink together.
From what I have seen, there appears to be a roll up opportunity in media similar to other industries
(such as third party logistics) have where the valuation gap between small niche players or “mom and
pop” outfits vs. industry players with scale is pretty wide. This creates opportunity for management
teams with capital who are skilled executors to roll up smaller players, eventually monetizing this gap
upon company sale to a large peer. If you go through the last 10 years of media property and B2B
subscription comps I think you will also see that at scale, 4x revenue or higher is not uncommon, while
smaller players can be had for 2x or less sometimes.
Unfortunately stretched valuations globally and rapid PE appetite for acquisitions have slowed the TST
roll up opportunity somewhat. That being said, if you drink this Kool Aid and believe Demarse can
continue to acquire small niche players at ~2x revenue (or less), bolt them onto her platform and
eventually sell the collection for 3x+ revenue then the longer term upside is higher relative to what I
outline above.
To frame this, broadly speaking, if we assume Demarse deploys ~$32m acquiring another $18m in
subscription based revenue over the next two years, TST will exit 2017 at a $89m revenue run rate. If
we believe this acquired revenue is worth 3.25x revenue once optimized and as part of a larger entity
(as many comps over multiple years indicate), then assign similar valuation multiples to what we used
above for everything else, it is not hard to get to a $200m+ total takeout value for TST in 2017 if things
go well.
Buying the stock today at $1.75 and including the current 5.6% dividend yield, that works out to ~55%
IRR if we assume TST is sold in 2017. I think you can adjust the multiples for each business as you see fit
and maybe apply a more aggressive Cramer discount or whatever you want but I believe that is a pretty
nice IRR with room to discount what I have outlined above, and still remain attractive.
I think the concentrated shareholder base, recurring subscription revenue, wide discount to private
market value and sustainable 5.7%+ dividend yield should help provide some downside protection in the
meantime.
Risks:
-This is obviously a business with economic sensitivity while the consumer newsletter business is
sensitive to overall US stock market gains. Should either of these drivers become headwinds, obviously
TST’s retail newsletter business especially is not going to do well and there is fixed cost, op leverage in
the business model
-Jim Cramer is obviously good and bad for this company. His involvement helps drive traffic and create
publicity but he also garners a material amount of compensation for a company this size, creates
concentration risk and he has been an occasional seller of stock over time, creating additional technical
overhang. I personally am a fan of Jim Cramer (don’t shoot me) based on his creation of public dialogue