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Playboy's Q1 needs to be airbrushed

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Playboy (NYSE: PLA) published its Q1 results today. Any longtime follower of the company will note that things haven't changed. We're still talking about revenue declines and losses. When will the Bunny finally hop back into reliable profitability? No one really knows when (if) that will happen.

On a reported basis, Playboy said it lost $0.41 per share. If you strip out charges, you get a loss of $0.15 per share. This number was a few cents better than the expectations of analysts according to this source. Be that as it may, they certainly don't meet my expectations. The adjusted loss is essentially the same as last year's number. I suppose we have to give the interim CEO Jerome Kern a chance. As you'll recall, Christie Hefner finally gave up her throne earlier in the year (thankfully).

The individual operating segments had their problems. The entertainment segment may have seen a cool increase in profit, but they can be sourced back to cost reductions; revenues actually declined for the group. The print/digital division saw a loss. You can usually count on this since this is the operation that includes Playboy magazine. It's so sad. Remember when the flagship product was such a strong part of the American fabric oh so long ago? Sure, it was (and still is, I suppose, to some degree) controversial, but it was a lot more popular back in the days before the Internet. And licensing saw a drop in income. Is the Bunny logo losing its steam? Playboy oftentimes could count on some help from licensing. Well, technically it did help since it contributed some profit in Q1, but I would have liked to have seen an increase in the bottom line.

I wouldn't buy Playboy's stock. I know it' seen a big bounce from its 52-week low of $1.03 (the stock is currently trading north of $3 per share), but honestly, this one is a gamble. You wouldn't be betting on fundamentals. You'd just be taking a chance. That's not usually the best way to use your investment capital.

I hope Playboy does bounce back. I think the company is fun, and I've always been a fan of Hugh Hefner. Who wouldn't want to be him? Every guy certainly would love to be in his shoes...but most probably don't want to own his company's stock.

Disclosure: I don't own any company mentioned; positions can change without notice.

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Last updated: November 26, 2009: 07:49 AM

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