Ad Specialist Prepares for a Rebound

Article Excerpt

HARTE-HANKS INC. $12 (New York symbol HHS; Aggressive Growth Portfolio, Consumer sector; Shares outstanding: 63.2 million; Market cap: $758.4 million; WSSF Rating: Average) has struggled in the past year, as weaker demand for advertising has hurt earnings at its direct marketing operations (66% of revenue) and its shopper newspapers in California and Florida (34% of revenue). In the three months ended June 30, 2008, earnings fell 20.5%, to $18.2 million from $22.9 million a year earlier. Per-share earnings fell 6.5%, to $0.29 from $0.31, on fewer shares outstanding. Revenue fell 5.3%, to $274.8 million from $290.1 million. Revenue at the newspaper division fell 20.0%. However, direct marketing revenue grew 4.4%. Direct marketing revenues should continue to rise, particularly as these services help its clients expand sales in a slowing economy. Recent cost cuts should help offset the lower revenues, and expand profits quickly when the economy rebounds. Harte-Hanks recently suspended its share repurchase plan. But that will let it keep paying its…