Form 10Q
Tutto sommato la situazione è migliore di quanto traspariva dalla trimestrale.
Soprattutto per quel che riguarda l'advertising, che sembrava essere in calo. Invece non hanno messo, correttamente, tra i revenues una parte stimata prima dell'incasso effettivo. Da sottolineare che è finito uno dei 2 contratti con IBM e nonostante questo il fatturato derivante dall'advertising sarebbe identico, e non minore, a quello dello scorso anno.
Ecco il link lettura consigliata.
http://secfilings.nasdaq.com/filing...ARE+CORP&FormType=10-Q&RcvdDate=6/9/2005&pdf=
Online Media Revenues
Online media revenues are primarily derived from cash sales of advertising space on the Company's various Web sites, as well as sponsorship and royalty related arrangements associated with advertising on these Web sites. The Company recognizes Online Media revenues over the period in which the advertisements are displayed, provided that persuasive evidence of an arrangement exists, no significant obligations remain, the fee is fixed or determinable, and collection of the receivable is reasonably assured. The Company's obligations typically include guarantees of a minimum number of "impressions" (times that an advertisement is viewed by users of the Company's online services). To the extent that minimum guaranteed impressions are not met in the specified time frame, the Company does not recognize the corresponding revenues until the guaranteed impressions are achieved. Prior to the first quarter of fiscal year 2005, Online Media revenues also included barter transactions. The Company recorded barter revenue transactions at their estimated fair value based on the Company's historical experience of selling similar advertising for cash in accordance with Emerging Issues Task Force ("EITF") Issue 99-17, "Accounting for Advertising Barter Transactions." The Company broadcasted banner advertising in exchange for similar banner advertising on third-party Web sites. The Company's barter arrangements were documented with its standard customer insertion order (and accompanying terms and conditions) or, in certain limited instances, via an alternative written contract negotiated between the parties. The standard terms and conditions included, but were not limited to, the Web sites for each company that would display the impressions, the time frame that the impressions would be displayed, and the number, type and size of impressions to be delivered. There were no barter revenue transactions for the three and nine months ended April 30, 2005. Barter revenue transactions totaled $0.3 million and $1.2 million for the three and nine months ended April 30, 2004
Online Media Revenues
Three Months Ended Nine Months Ended
------------------------ ---------------------- % Change % Change
April 30, April 30, April 30, April 30, Three Nine
($ in thousands) 2005 2004 2005 2004 Months Months
------- ------- ------- ------- -------- --------
Online Media revenues .................. $2,052 $2,563 $5,909 $7,062 (20%) (16%)
Percentage of total net revenues........ 27% 35% 24% 32%
During the three and nine months ended April 30, 2005, Online Media revenues were primarily derived from cash sales of advertising space on our various Web sites, as well as sponsorship and royalty related arrangements associated with advertising on these Web sites. During the three and nine months ended April 30, 2004, Online Media revenues also included $0.3 million and $1.2 million of barter revenue, respectively.
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Three Months Ended Nine Months Ended
------------------------ ---------------------- % Change % Change
April 30, April 30, April 30, April 30, Three Nine
($ in thousands) 2005 2004 2005 2004 Months Months
------- ------- ------- ------- -------- --------
Cash advertising ..................... $1,912 $2,069 $5,582 $5,198 (8%) 7%
Barter advertising ................... -- 300 -- 1,229 (100%) (100%)
Sponsorships ......................... 128 188 303 629 (32%) (52%)
Donations ............................ 12 6 24 6 100% 300%
------ ------ ------ ------
Online Media revenues ................ $2,052 $2,563 $5,909 $7,062 (20%) (16%)
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Cash advertising revenue is primarily derived from the number of impressions delivered and the average CPM rate (i.e., the average rate at which we receive revenue per 1,000 banner advertisements (impressions) we display to users of our online services) charged for the impressions delivered.
Barter advertising is derived from banner advertising delivered in exchange for similar banner advertising on third-party Web sites. We record barter revenue transactions at their estimated fair value based on our historical experience of selling similar advertising for cash. Beginning in the first quarter of fiscal 2005, we eliminated our revenue generating barter related programs. Going forward, we do not anticipate any Online Media revenue to be associated with barter programs.
Sponsorship revenue is derived from non-CPM rate Web marketing programs that are used to increase brand awareness. Revenue related to sponsorships is recognized ratably over the term of the marketing program. Sponsorship revenue in the three and nine months ended April 30, 2005 and April 30, 2004 relates to certain contracts with one customer, IBM. The decrease in sponsorship revenue in the three and nine months ended April 30, 2005 as compared to the three and nine months ended April 30, 2004 was due to the expiration of one of those IBM contracts in the fourth quarter of fiscal 2004.
Three Months Ended Nine Months Ended
------------------------ ---------------------- % Change % Change
April 30, April 30, April 30, April 30, Three Nine
($ in thousands) 2005 2004 2005 2004 Months Months
------- ------- ------- ------- -------- --------
Cash advertising ..................... $ 1,912 $ 2,069 $ 5,582 $ 5,198 (8%) 7%
Impressions delivered ................ 116,820 344,300 415,838 840,136 (66%) (51%)
Average CPM rate ..................... $ 16.37 $ 6.01 $ 13.42 $ 6.19 172% 117%
The decrease in cash advertising revenue during the three months ended April 30, 2005 as compared to the three months ended April 30, 2004 was due to the significant decrease in the number of impressions delivered, offset by an increase in the average contract CPM rate. The decrease in the number of impressions delivered was primarily due the decline in online advertising associated with an individually significant customer who had received a volume discount. The increase in average CPM rates was the result of the decline in advertising associated with this individually significant customer, driving the average CPM rate for the three months ended April 30, 2004 down. In the three months ended April 30, 2005, this customer represented only 2% of total cash advertising revenues. However, in the three months ending April 30, 2004, this same customer represented 31% of cash advertising revenues.
The increase in cash advertising revenue during the nine months ended April 30, 2005 as compared to the nine months ended April 30, 2004 was due to the substantial increase in the average contract CPM rate, offset by a significant decrease in the number of impressions delivered. The increase in average CPM rates was the result of the decline in advertising associated with an individually significant customer who had received a volume discount, driving the average CPM rate for the nine months ended April 30, 2004 down. The decrease in the number of impressions delivered was primarily due to the decline in online advertising associated with this individually significant customer. In the nine months ended April 30, 2005, this customer represented only 3% of total cash advertising revenues. However, in the nine months ending April 30, 2004, this same customer represented 31% of cash advertising revenues.
We believe that our prominent position in serving the growing Open Source software and Linux markets, along with our favorable online visitor demographics, make us an attractive advertising vehicle for advertising customers.