Cuộc họp báo cáo kết quả kinh doanh Q2 2026 của Saga Communications (SGA): Doanh thu giảm 6.5% khi mảng kỹ thuật số hỗn hợp tăng 60.8%
Quý 2 năm 2026, doanh thu thuần của Saga Communications giảm 6,5% xuống 26,4 triệu USD. Lợi nhuận hoạt động đạt 623.000 USD. Quảng cáo truyền thống tiếp tục chịu áp lực giảm, trong khi doanh thu kỹ thuật số kết hợp tăng 60,8%.
Công ty kết thúc tháng 6 với 27,8 triệu USD tiền mặt và đầu tư ngắn hạn, sau đó giảm còn 22,9 triệu USD tính đến ngày 10/8 do đã trả hết 5 triệu USD dư nợ tín dụng xoay vòng. Vụ bán tháp và các tài sản phi cốt lõi đã mang lại nguồn thu tiền mặt đáng kể để tái đầu tư vào chiến lược chuyển đổi số.
Điểm nhấn chính
- Doanh thu thuần quý 2/2026 giảm 6,5% so với cùng kỳ năm ngoái xuống 26,4 triệu USD, trong khi chi phí hoạt động đài phát thanh tăng 5,4%, hoặc tăng 3,9% nếu không tính chi phí thuê tháp phi tiền mặt.
- Lợi nhuận hoạt động đài phát thanh đạt 3,0 triệu USD và lợi nhuận hoạt động đạt 623.000 USD bất chấp doanh thu giảm và công ty tiếp tục chi tiêu cho quá trình chuyển đổi số của Saga Communications.
- Quảng cáo truyền thống tiếp tục chịu áp lực. Doanh thu địa phương trong quý giảm 11,2%, doanh thu quốc gia giảm 25,0% và doanh thu phi truyền thống giảm 16,4% so với cùng kỳ năm ngoái.
- Doanh thu kỹ thuật số kết hợp tăng 60,8% trong quý và 76,4% trong 6 tháng đầu năm 2026. Mảng kỹ thuật số chiếm 19% tổng doanh thu nửa đầu năm, tăng từ mức 14% của một năm trước đó.
- Doanh thu quý 3 đang có xu hướng giảm ở mức một chữ số tầm trung, trong khi mảng kỹ thuật số đang có xu hướng tăng ở mức một chữ số từ trung bình đến cao. Nếu không bao gồm quảng cáo chính trị, doanh thu đang có xu hướng giảm ở mức một chữ số từ trung bình đến cao.
- Saga kết thúc tháng 6 với 27,8 triệu USD tiền mặt và các khoản đầu tư ngắn hạn. Số dư này là 22,9 triệu USD tính đến ngày 10/8 sau khi công ty hoàn tất trả hết 5 triệu USD dư nợ tín dụng xoay vòng.
Dữ liệu tài chính quan trọng
| Chỉ số | Quý 2/2026 | Thay đổi so với cùng kỳ / Bối cảnh |
|---|---|---|
| Doanh thu thuần | 26,4 triệu USD | Giảm 6,5% từ 28,2 triệu USD |
| Chi phí hoạt động đài phát thanh | — | Tăng 5,4%; tăng 3,9% nếu không tính chi phí thuê tháp phi tiền mặt |
| Lợi nhuận hoạt động đài phát thanh | 3,0 triệu USD | Vẫn duy trì mức dương bất chấp áp lực doanh thu và đầu tư cho kỹ thuật số |
| Lợi nhuận hoạt động | 623.000 USD | Bao gồm các tác động liên quan đến giao dịch bán tháp |
| Tổng doanh thu quảng cáo chính trị | 450.000 USD | Tăng từ 50.000 USD |
| Chi phí quản lý doanh nghiệp (G&A) | — | Giảm 13%, tương đương 398.000 USD |
| Chi phí vốn (CapEx) | 1,3 triệu USD | Tương đương với cùng kỳ năm ngoái |
| Cổ tức hàng quý | 0,25 USD/cổ phiếu | Tổng cộng khoảng 1,6 triệu USD |
Trong 6 tháng kết thúc ngày 30/6, doanh thu thuần giảm 6,0% xuống 49,3 triệu USD. Chi phí hoạt động đài phát thanh tăng 2,8%, hoặc tăng 1,9% nếu không tính chi phí thuê tháp phi tiền mặt. Tổng doanh thu quảng cáo chính trị nửa đầu năm đạt 725.000 USD, so với 321.000 USD của cùng kỳ năm trước.
Kết quả kinh doanh và hoạt động
Các mảng quảng cáo truyền thống của Saga ghi nhận mức giảm trên diện rộng. Doanh thu địa phương giảm 11,2% trong quý 2 và giảm 11,0% trong nửa đầu năm. Doanh thu quốc gia giảm 25,0% trong quý và 19,5% từ đầu năm đến nay, trong khi doanh thu phi truyền thống lần lượt giảm 16,4% và 12,9%.
Kết quả kinh doanh mảng kỹ thuật số có sự phân hóa nhưng được dẫn dắt bởi sự tăng trưởng mạnh mẽ ở gói dịch vụ kết hợp của Saga, kết hợp phát thanh với các dịch vụ như tìm kiếm, quảng cáo hiển thị, SEO, mạng xã hội, email quản lý, OTT và CTV. Doanh thu kỹ thuật số kết hợp tăng 60,8% trong quý 2, trong khi thương mại điện tử tăng 10,7%. Tất cả các doanh thu kỹ thuật số khác giảm 9,6%.
Công ty đã tuyển dụng các giám đốc kinh doanh tại 9 thị trường, làm tăng khoảng 146.000 USD vào chi phí hoạt động đài phát thanh hàng quý. Việc tuyển dụng các quản lý chiến dịch kỹ thuật số và nhân sự thực thi liên quan đã làm tăng thêm 211.000 USD. Saga đã tuyển 10 quản lý chiến dịch kỹ thuật số và tự đảm nhận việc thu mua, triển khai và tối ưu hóa chiến dịch tìm kiếm nội bộ với 3 chuyên gia toàn thời gian.
Saga cũng đã chuyển các công việc thực thi kỹ thuật số khác sang Marketron NXT và hợp tác với Borrell Associates để cải thiện khả năng quan sát chi tiêu ở cấp độ thị trường, nhà quảng cáo và danh mục. Ban lãnh đạo cho biết hầu hết các khoản đầu tư lớn vào kỹ thuật số hiện đã hoàn tất, chuyển trọng tâm sang việc thực thi và tạo doanh thu.
Thương vụ bán tháp đã tạo ra 10,5 triệu USD tiền mặt. Saga cũng đã bán hoặc đang rao bán 6 bất động sản phi cốt lõi kể từ quý 4/2025 với số tiền thu về vượt quá 4 triệu USD, bao gồm bất động sản Sarasota House cũ với giá 1,7 triệu USD và một khu đất đặt tháp không sử dụng tại Portland, Maine với giá 1 triệu USD.
Dự báo của Ban lãnh đạo
Ban lãnh đạo dự kiến chi phí hoạt động đài phát thanh cả năm 2026 sẽ tăng 1,5% đến 2,5%, bao gồm các khoản đầu tư vào cơ sở hạ tầng kỹ thuật số và chi phí thuê tháp phi tiền mặt.
Chi phí quản lý doanh nghiệp (G&A) dự kiến đạt tổng cộng khoảng 11,8 triệu đến 12,0 triệu USD trong năm 2026, so với 12,3 triệu USD năm 2025. Chi phí vốn cả năm dự kiến khoảng 3,0 triệu đến 3,5 triệu USD.
Đối với quý 3, tổng doanh thu đang có xu hướng giảm ở mức một chữ số tầm trung. Doanh thu kỹ thuật số đang có xu hướng tăng ở mức một chữ số từ trung bình đến cao, trong khi doanh thu không bao gồm quảng cáo chính trị đang có xu hướng giảm ở mức một chữ số từ trung bình đến cao.
Saga đã chốt hợp đồng thêm 1,1 triệu USD tổng doanh thu quảng cáo chính trị cho phần còn lại của năm 2026. Ban lãnh đạo cho biết chi tiêu cho quảng cáo chính trị bổ sung có thể xuất hiện khi gần đến kỳ bầu cử, nhưng những khoản tiền tiềm năng đó vẫn chưa được ghi nhận chính thức.
Rủi ro và Điểm cần theo dõi
Ban lãnh đạo nhấn mạnh áp lực thương mại hóa dai dẳng đối với mảng quảng cáo truyền thống, khi doanh thu địa phương, quốc gia và phi truyền thống đều ghi nhận mức giảm ở mức hai chữ số theo quý.
Quá trình chuyển đổi số đang làm tăng chi phí hoạt động trước khi các lợi ích đầy đủ về doanh thu và năng suất được hiện thực hóa. Khả năng cải thiện lợi nhuận của Saga phụ thuộc vào việc thực thi cấu trúc bán hàng và triển khai mới, giữ chân khách hàng dùng dịch vụ kỹ thuật số kết hợp và giảm thiểu tác động từ việc chi tiêu cho quảng cáo phát thanh sụt giảm.
Giao dịch bán tháp cũng ảnh hưởng đến kết quả báo cáo thông qua chi phí thuê phi tiền mặt và thu nhập lãi phi tiền mặt. Ngoài ra, các hợp đồng thuê tháp đã chuyển nhượng trước đây tạo ra khoảng 200.000 USD doanh thu mỗi quý.
Quảng cáo chính trị vẫn chưa chắc chắn vì ban lãnh đạo nhận thấy nhu cầu tiềm năng nhưng chưa chuyển hóa thành doanh thu đã chốt.
Điểm nổi bật trong phần Hỏi & Đáp
Ban lãnh đạo cho biết Saga đã có năng lực mạnh mẽ trong mảng tìm kiếm và quảng cáo hiển thị, đồng thời tin rằng hầu hết các khoản đầu tư lớn vào kỹ thuật số đã hoàn tất. Công ty có thể bổ sung hoặc điều chỉnh các dịch vụ mạng xã hội, video, quảng cáo hiển thị và các dịch vụ khác khi nhu cầu của khách hàng và thị trường kỹ thuật số phát triển.
Về quảng cáo chính trị, ban lãnh đạo đề cập đến số lượng yêu cầu thông tin tăng lên từ các thị trường địa phương và bày tỏ sự tin tưởng rằng chi tiêu có thể tăng lên khi gần đến ngày bầu cử. Tuy nhiên, tại thời điểm cuộc họp diễn ra, chỉ có 1,1 triệu USD đã công bố cho phần còn lại của năm là đã được bán.
Toàn văn Biên bản Cuộc họp Báo cáo Kết quả Kinh doanh
Toàn văn cuộc gọi công bố kết quả kinh doanh
Phần trình bày của ban lãnh đạo
Operator
Good day, everyone, and welcome to the Saga Communications Second Quarter Earnings Release and Conference Call. [Operator Instructions] It is now my pleasure to hand the floor over to your host, Chris Forgy, President and CEO of Saga. Sir, the floor is yours.
Christopher Forgy
Thank you, Matthew. And once again, thank you to everyone who has taken the time to join Saga Communications 2026 Q2 Earnings Call. We appreciate your continued support, your interest and your participation in Saga Communications, Inc., what we believe is the best media company on the planet. Before my remarks, I'm going to surrender the floor to Sam, but only for a moment, Sam, so don't get comfortable. And then I'll be back with my comments shortly thereafter. Sam?
Samuel D. Bush
Thank you, Chris. This call will contain forward-looking statements about our future performance and results of operations that involve risks and uncertainties that are described in the Risk Factors section of our most recent Form 10-K and 10-Qs. This call will also contain a discussion of certain non-GAAP financial measures. Reconciliation for all the non-GAAP financial measures to the most directly comparable GAAP measure are included in the selected financial data tables. For the quarter ended June 30, 2026, net revenue decreased $1.8 million or 6.5% to $26.4 million compared to $28.2 million last year.
Station operating expense increased $1.2 million or 5.4% for the quarter or 3.9% excluding the noncash rent expense. We incurred the noncash rent expense as a result of the tower sale we previously -- we have discussed on previous calls. I will add more detail in a few minutes as well as talk more about station operating expenses in general as we continue to make progress on our digital initiatives. It is important to note that even with the revenue challenges we are facing and the added expenses that we are incurring with our ongoing digital transformation, we reported station operating income for the quarter of $3 million and operating income of $623,000.
While this is not where we want it to be, it is a part of the challenge as Chris says, of remodeling the house while we are still living in it. Chris will add more color to various revenue line items, both traditional and digital in his comments. For the 6-month period ended June 30, 2026, net revenue decreased $3.2 million or 6% to $49.3 million. Station operating expense increased $1.3 million or 2.8% for the 6 months or 1.9%, excluding the noncash tower rent expense. Gross political revenue for the second quarter this year was $450,000 compared to $50,000 for the same period last year and $725,000 compared to $321,000 for the 6-month period ended June 30.
For the remainder of the year, we currently have another $1.1 million in gross political revenue sold. This compares to gross political revenue of $650,000 for the total year in 2025 and $3.3 million for the total year in 2024. In addition to the noncash tower rent expense mentioned above, station operating expenses were also impacted by our sales manager digital campaign manager and related digital fulfillment team hiring initiatives. During the second quarter, we hired 9 sales managers we hired sales managers in 9 of our markets, increasing station operating expense by approximately $146,000 for the quarter and 6-month period.
We also continued our hiring of digital campaign managers and related fulfillment team members in the second quarter, which added $211,000 to station operating expenses and $290,000 for the 6-month period. Operating income also reflects an impact from the tower sale as we transferred leases on the towers we sold. These leases were generating approximately $200,000 in revenue per quarter as we've previously reported. We expect our station operating expense to increase 1.5% to 2.5% for the year when including the added expenses that we are taking on to build out the infrastructure related to our digital transformation and the noncash tower rental expense. Our corporate general and administrative expense was down 13% or $398,000 for the quarter and 9.4% or $589,000 for the 6-month period.
We expect that our corporate general and administrative expense to be approximately $11.8 million to $12 million for 2026 compared with $12.3 million last year. As stated in our year-end filings, the company closed on the sale of telecommunications towers and related property on October 17, 2025. The purchase agreement and related lease documents were amended during the second quarter of this year to align the previously executed documents with the intended economic substance of the transaction. The structure of the transaction allowed us to be able to defer taxes related to the gain on the $5.4 million noncash proceeds from the sale over the 25-year term of lease agreements.
We are reporting in our financial statements a noncash tower rent expense and noncash interest income. The press release, our forthcoming 10-Q, which will be filed tomorrow and my previous comments as well as our previous public disclosures give a more detailed explanation of this complex transaction. The key takeaway is that we were able to monetize a number of our towers, maintain the ability to use those same towers for our ongoing operations and not incur any cash tower rent. Unlike other tower sale transactions that have been in the industry, we did not leverage the future tower rent expenses that might have been incurred to obtain the increased liquidity that the tower sale afforded us.
The company paid a quarterly dividend of $0.25 per share on June 12, 2026. The aggregate value of the quarterly dividend was approximately $1.6 million. With the most recent declared dividend, Saga will have paid over $145 million in dividends to shareholders since the first special dividend was paid in 2012. The company's balance sheet reflected $27.8 million in cash and short-term investments as of June 30, 2026, and $22.9 million as of August 10, 2026. The reduction in cash and short-term investments was primarily due to the repayment in full of the $5 million we had outstanding under our revolving credit agreement.
After repayment of the $5 million and after evaluating our cash position, short-term investments, expected operating cash flows and anticipated liquidity needs, we terminated our existing credit agreement as it would have given us less flexibility to use our cash in short-term investments relative to paying dividends, share repurchases, investments in our digital initiatives, capital expenditures or other strategic opportunities. We will put a new agreement in place when it makes sense as we continue with our transformation. For the quarter ended June 30, 2026, the company recorded capital expenditures of $1.3 million, which was comparable to the same period last year. For the 6-month period, capital expenditures were $2 million, which was also comparable to the same period last year.
The company expects to spend approximately $3 million to $3.5 million in capital expenditures during 2026. In addition to the tower sale, which generated $10.5 million in cash, we've also stated that we've been working to evaluate our noncore assets with the intent of monetizing those assets at a value that is higher than is recognized in Saga's stock price. This allows us from a cash perspective to offset the cash spent on some, if not all, the capital expenses and operational expenses increases required to operate our core business as well as invest in our digital transformation.
Since the fourth quarter of last year, we have sold or are selling, including a scheduled closing tomorrow on a property in South Carolina, 6 noncore properties for proceeds of over $4 million. This includes Saga's former Sarasota House, which sold for $1.7 million and an unused tower site in Portland, Maine for $1 million. Revenue for the third quarter is pacing down mid-single digits with digital up mid- to high single digits. Without political, we are pacing down mid- to high single digits. With the addition of the sales managers we have hired, we expect to see an increased productivity in both our traditional and digital revenue efforts.
From a monthly perspective, we have begun to see some improvement. With and without political gross revenue for July and August, we were down high single digits in pacing, while September was up single -- low single digits gross and down low single digits without political. October was up mid-single digits gross and down low single digits without political. Again, this shows some improvement as we move through the third quarter and begin to move into the fourth quarter.
The sales manager and digital campaign managers and related fulfillment team hiring initiatives will allow our media advisers to have more direct hands-on involvement with the sales resources they need to increase their levels of productivity, while the digital campaign managers and related fulfillment team initiative will allow them to spend more time calling on existing and potential clients to solicit new business as they now have the assistance they need to help build the unique blended campaigns that are required to grow our digital business and mitigate the decline in radio ad spend. It also allows us to have the talent to monitor the performance of the blended campaigns, which will allow us to retain a higher percentage of return blended clients. All said, we believe Saga is in a strong financial position to improve profitability as our digital initiative improves both local radio and digital revenue.
And with Chris, I'll turn it back over to you.
Christopher Forgy
Thank you, Sam. As you've heard Sam say, we are, as the industry is facing headwinds. Traditional advertising verticals are experiencing real challenges, not so much from an audience consumption standpoint, but more from a monetization standpoint. For Saga, our traditional verticals, local, national and nontraditional revenue are all experiencing double-digit decline year-over-year and for the quarter ending June 2026. Year-over-year, local revenue was down 11% year-to-date and was down 11.2% for the quarter.
National revenue was down 19.5% year-to-date and was down 25% for the quarter. Nontraditional revenue was down 12.9% year-to-date and was down 16.4% for the quarter. Conversely, Saga's blended digital strategy, you've heard so much about and that our teams have been building for the last 3 years and includes search, display, SEO, social, managed e-mail and OTT and CTV was up year-over-year, 76.4% for the 6 months ending June 2026, and blended was up 60.8% for the quarter year-over-year. E-commerce was up 15.2% year-to-date and was up 10.7% for the quarter. For the 6 months ending June 30, 2026, digital as a percentage of gross revenue was 19% compared to 14% during the same period in 2025.
Year-over-year, all other digital revenue was down 8.4% year-to-date and was down 9.6% for the quarter. 3-plus years ago, Saga's mission was to build a digital platform that honored and grew our traditional core competency, which is radio. It was to provide people, products and processes necessary to compete in a very crowded, competitive and profitable digital space, one that Saga, by the way, as I've said many times, at least 12 years late to the party on. We set out to create a practical digital platform that was easy to understand, easy to buy, easy to execute, easy to measure, easy to renew and always focused on the journey a consumer takes when they interact with a product or service and deliver it with clarity, simplicity, transparency and speed to market.
And as Sam said earlier on this call, and I have said many times before, we're still remodeling a house while we're still living in the house. Along the way on this renovation project, we've had to relocate a few walls here and there and had to change out a framing crew or 2. We've improved our supply chains and even upgraded our remodeling products we use. And during all this process, one thing has remained constant, the foundation. foundation is strong, stable and steadfast and that commitment to the customer to get them wanted, found and chosen more often and do it with what we do best, radio.
That foundation is strong and is here to withstand the strongest of storms. So more specifically, here's what Saga has been up to since our last earnings call. In the area of getting customers found, we brought all of our search tools in-house and have 3 full-time search specialists who procure, implement and optimize all of Saga's search campaigns. In the area of getting customers chosen, we've hired and trained 10 digital campaign managers and hired 9 directors of sales spread over 9 specific Saga markets who are in need of one. We then partnered with Marketron NXT for all of Saga's other digital fulfillment products other than search. Marketron is already Saga's solution for radio traffic and billing and has a much improved and robust digital fulfillment solution.
So the migration was natural for Saga to move our digital fulfillment directly to NXT. This migration provides consistency, better preparation and speed to market for our leaders, our digital campaign managers and our media advisers. Saga is also pleased to announce it has forged a partnership with Borrell Associates. Gordon Borrell and his team are now working with our leadership and sales teams to give us more visibility into the markets in which we operate. Questions will be asked like where is the available money? How much money are clients currently spending? And why are they spending it where they're spending it?
What is our share of the spend? How do we get more of it? And how do we acquire, retain, grow the revenue in the categories of business that are buying most. We will accomplish this by maximizing available programmatic revenue, growing Saga's share of available revenue spend in video by expanding our offerings to reflect multi-sources of opportunistic revenue by focusing on our share of market and not dollar volume, by growing our share of specific categories of business and thus share of wallet and by effectively executing a surgical light sales strategy. In essence, the Borrell partnership provides Saga with data, market and advertiser visibility, all pointing us towards a North Compass to allow our customers to better compete and allow Saga to complete the journey of the consumer.
We've also promoted Paul O'Malley, Saga's former President and GM of Charleston, South Carolina cluster to the position of Senior Vice President of Revenue Development. Paul's focus will be on traditional, nontraditional and digital revenue. During Paul's time in Charleston, he was instrumental in Charleston's success in Saga's blended digital strategy, and we're excited to have him in this position. We've also solicited the talents and minds of our Saga extremely gifted talented leaders and employees.
One team member developed and introduced an AI lead gen solution that Saga is using today to help our media groups as well as our digital solutions get wanted, found and chosen more often. Another Saga team member also using AI created both a search calculator and a proposal writing solution that allows Saga's media advisers to create customer-focused proposals complete with a problem to solve and a solution in virtually 1/2 of the time it previously took to create the very same proposal, again, speed to market. All these pivots, along with the migration of other third-party solutions to be in-house make Saga, its leaders and its media advisers more efficient, more effective, fast and profitable.
So we've talked about creating a media environment conducive to the success of getting our customers wanted, found and chosen -- more often. Thus far, we've covered getting found and chosen, but we haven't discussed getting wanted. I really saved the best for last in this category for a good reason. This is the why those of us who are in this crazy business wake up and do what we do every day. This falls into the category of getting our customers wanted. In other words, that's top of funnel, that's traditional media and more specifically, that's radio.
And from my vantage point, I'm really seeing a growing migration or a return to traditional media and more specifically to radio. Advertisers seem to be seeking simplicity, clarity, transparency, familiarity and a connection to the community. That's what advertisers are wanting more and more of, and that's what radio delivers, particularly in our Saga markets. On that note, I'd like to share some very exciting news with you today. Saga radio stations have been very active in their respective communities and in the industry and in the industry.
Over the first half of 2026, in the spring, WYMG-FM in Springfield, Illinois won the coveted NAB Service to America Award. In Ocala, WOGK-FM was recognized as the favorite radio station and midday personality, Lewis Stokes was recognized as the favorite on-air personality in the Greater Gainesville-Ocala area in Florida. And we've seen a lot of this type of recognition across all of Saga's footprint and continue to see it. Also, Saga recently enjoyed 4 [ count them ] 4 nominations for the 2027 Marconi Awards. First, we had Milwaukee, Wisconsin's [ WHQG-FM ], The Hog was nominated for Large Market Station of the Year.
Portland Maine, Blake Show with Kelly and Todd were nominated for Medium Market Personality of the Year and WPOR in Portland was also nominated for Medium Market Station of the Year. In Jonesboro, Arkansas, the Stafford and Frigo show, on KDXY-FM104.9 The Fox was nominated for Small Market Personalities of the Year.
Also, during the first half of 2026, Saga Markets raised nearly $4 million in their local communities for their communities. Now that is giving back and connecting with our local communities. Finally, in this just past week, the University of Florida College of Journalism and Communication and Saga Communications announced a landmark 7-year joint sales partnership.
This sales agreement expands Saga's broadcast footprint in the Ocala Gainesville, Florida market. The new lineup of stations consists of WOGK-FM, WRUF-AM and FM and WIND-FM as well as the University of Florida Gators Sports Network. This joint sales agreement extends beyond traditional sales representation by creating opportunities for advertisers, for students, for faculty and industry professionals to work together on initiatives and strategic partnerships involving the broadcast facilities themselves as well as broadcast media sales, digital media, audience development, sports media, content strategy, internships, mentorships and industry events and a number of other areas that prepare students for careers in the evolving media landscape.
In other words, this strategic and accretive sales partnership, along with everything else discussed today, really reflects Saga's commitment to investing in both our present and in our future by working with outstanding hyperlocal media properties as well as investing in our next generation of media professionals. And if the passion, excitement and commitment for traditional media and the desire for learning and growth that exists with the nearly 3,000 students in the University of Florida School of Journalism and Communication is any indication. Radio and traditional media, though it may be facing some headwinds today, looks really very bright for tomorrow.
So the processes have been refined, streamlined and people are set. The training is larger and the larger investment in infrastructure is in place. Our radio foundation is solid. All that is left to do is to execute and monetize what we built. It's about execution and monetization of what we built. Thank you again for your time and your interest and support of Saga Communications, what we believe is the best media company on the planet.
Sam, do we have any questions?
Samuel D. Bush
We did get a few questions in, Chris, most of which I think we've talked about. There was questions about current pacings, and I believe I gave a pretty full disclosure on that for Q3 and then actually into the early portion of Q4. Thoughts on political. I reported the numbers we have so far, including what we have booked through the rest of the year. But I do think based on the number of calls we're getting from markets relative to all the things that go with political lowest unit rates, filing in the [ FCC ] online public files, things like that, that we're seeing a lot of prospective political dollars that have not been booked yet.
So I'm encouraged that we'll see an increase in political dollars as we get closer to the actual elections as opposed to the primaries and so forth. Then I think the biggest question, there were some other questions about digital, which you have talked about already relative to the prospects for growth in digital and where we are with digital. But then I think you just helped to emphasize that one of the questions came in, does the company feel that it has the right feature sets to be successful in digital? Or are there additional products and services that need to be invested into?
Christopher Forgy
Well, as I stated, most of the major investments have been made. We're already real strong in search and display, as referenced in my statement about the growth of the blend, which primarily deals with search and display and radio. And we will adjust and add to our digital offerings as this ever-changing digital landscape continues to change, and it will. But it's always going to be based on what the customer needs to compete and to better compete in a competitive marketplace, whether it's with social media, video, display and much of the other things I spoke about, we'll make those shifts as the clients' needs are dictated or dictate. We will shift and expand as the market does and make no mistake, it will shift.
Samuel D. Bush
I think that's good. And with that, I don't think we have any other questions. So Matthew, I think you can go ahead and wrap up the call.
Operator
Thank you. Everyone, this concludes today's event. You may disconnect at this time, and have a wonderful day. Thank you for your participation.
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