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After a series of false starts, the owner of Penthouse magazine and over two dozen adult Websites is finally going public.
FriendFinder Networks says it expects to raise $50 million from the public offering of 5 million shares (priced at $10 each). The company said it expects trading to begin Wednesday on the Nasdaq market under the symbol FFN.
While Penthouse is the company's best-known property, FriendFinder owns a network of over 50 Websites, the majority of which are matchmaking ventures such as AdultFriendFinder and LesbianPersonals. More than 70 percent of its income comes from these matchmaking sites. The company has previously reported its network attracts 140 million unique visitors per month.
Also included in the mix are a number of porn streaming sites and Webcam operations, where models strip and perform for user donations. The company says these sites make up 23 percent of its net revenues.
The $10 price is at the bottom of the company's proposed range of $10-$12. FriendFinder says the cash it raises will be used to repay debt. Last year, the company had net revenues of $346 million, but reported a net loss of $43.2 million. First quarter revenue in 2011 was off 3 percent, but the company paired its net losses.
There are no plans to pay cash dividends for the foreseeable future, the company said in an SEC filing , and underwriters have been granted the option to purchase an additional 750,000 shares should there be an over-allotment.
FriendFinder first began talking about an IPO in 2008, initially filing for an offering worth $460 million. With the market flash crash, the company shelved those plans, however.
More recently, it tried to buy Playboy Enterprises for $210 million, though Hugh Hefner ultimately took the company private.
Publicly traded porn companies are a rare commodity, in part because of the strict bookkeeping and reporting requirements. New Frontier Media, which oversees nine adult-themed pay-per-view networks, including XTSY, TEN and Penthouse TV, is one of the very few on the market. (The company also produces many of the films that air late at night on Cinemax and Showtime.)
A smaller European distributor, Private Media, is also available to investors, but due to low share prices, Nasdaq has threatened to delist the company on June 17 if it fails to submit a plan to regain compliance.
Based in Boca Raton, Fla., FriendFinder is in a different niche than its contemporaries, though. The company does not produce DVDs, a segment of the porn industry that is dying quickly, due to rampant piracy. Instead, it targets niche audiences, from gay singles to swingers to bondage enthusiasts and gives them a chance to find like-minded individuals.
The company is also at the forefront of one of the fastest growing areas in porn: Webcam models. Interactive experiences between models and their fans have been called one of the next big things in porn by industry insiders.
"I think things that are becoming a lot more community oriented," says Joanna Angel, an adult actress and owner of BurningAngel. "The wall of the porn star is breaking down and I think we’re moving in a direction where there’s a lot more interaction between fans and stars."
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No one knows for sure how many adult-oriented sites exist on the Internet, but many of these "unique" sites fall under the umbrella of a handful of companies.
"The adult entertainment industry usually is not badly affected by a wider slowdown," says David Brenner, equity analyst at Ladenburg Thalmann. "The business is recession-resistant, though not recession-proof."
That's because adult entertainment products are relatively inexpensive and largely purchased on impulse, according to Brenner's colleague, Robert Routh, who says that U.S. sales of adult entertainment, including magazines, movies, telephone sex and the Internet, amount to about $11 billion.
Adult entertainment businesses can expect to see their market capitalizations at least triple over the next five to seven years, according to Routh. One reason is that the industry is becoming more socially accepted, he says, citing
AT&T
's

distribution of the
Hot Network
to digital cable customers as an example.
Investing in this sector still has its pitfalls, however. Anyone with a cheap digital camera, a computer and a Web account can get into the business. Many mutual funds and individual investors avoid adult-oriented companies, and the industry is under constant fire from pressure groups and politicians.
One way for these companies to limit public scrutiny is to stay private. Among the large private adult-oriented companies are
Vivid Video
and
Larry Flynt Publishing
.
Playboy

is one of the oldest and largest public entities but has struggled for years. In the 12 months ended in March, Playboy lost $53 million on revenue of $301 million. With a market capitalization of only $285 million, Playboy sells for 0.9 times its sales.
One of the reasons Playboy fell behind, Brenner claims, is that it had hesitated too long before offering harder-edge content. That's one reason why Playboy bought the competing
Spice Channel
in 1999. In the coming months, Playboy will launch three new Spice networks, which will be more overt than the original.
Another big player is Barcelona, Spain-based
Private Media Group

. Last year the company made $6 million in net income. For all of 2001, Brenner expects profits more than twice those of last year.
Brenner notes that Private Media's cable channels are already watched in 24 million homes worldwide, while Playboy's are seen in 26 million. The company is now trying to secure two satellite and cable channels in the U.S. and, if it wins permission, Brenner says he would be even more bullish on the stock.
After four straight years of losses, Houston, Tex.-based
Rick's Cabaret

, an operator of adult entertainment Web sites, nightclubs, bars and restaurants, eked out a tiny profit of $203,000 on sales of $12.7 million for the fiscal year ended September 2000.

New Frontier Media

delivers adult entertainment via cable and satellite as well as through the Internet. For the 12 months ended in December, the Boulder, Colo.-based company reported sales of $58 million, a jump of 13% from the same period the previous year. Shares of New Frontier currently trade 61% below their 52-week high. Routh thinks that New Frontier may get out of the broadcast business and focus on the Web.

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