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Weekly Conference Call Info WEEKLY CEO CONFERENCE CALL "Hear and Talk to Steven G. Casciola" EVERY THURSDAY*
Scheduled Start Time: 1:00 PM PST, 4 PM EST Scheduled End Time: 2:25 PM PST, 5:25 PM EST Dial-in Number: 1-605-725-1900 Participant Access Code: 010405
Conference Call Notes, June 14 There was a lot of information about branding, the salon city network, etc. This info has all been covered in previous conference call notes, so I am not going to reiterate again. This info is available in the iBox notes.
Exciting announcements this week: - Uplisting to OTCBB Status - Any day now there will be a PR on the status of the 10SB filing. The form should be filed between the middle to the end of June - SLON is not going to stop at the OTCBB, eventually he wants to be listed on a major exchange. - They were only listed on the Pinksheets 1 year today. - Only took a year to go from pinksheets to otcbb
- PR out today: Retained services of molecule design services to complete the new Salon City site. - Just weeks away from going live with the first phase of the new "News Entertainment Site" - Opportunity to expand content, and reach a global audience. - Site will be a big revenue generator - Goal is to "brand" Salon City around the world. - The current Salon City site has been "archival" ie. hasn't been kept current. - More Visitors, More Clicks, More Revenue, More Profit
- Will be coming back to the professional salon industry with a professional publication to be geared to a specific audience. - Not saying too much more yet, but they are preparing the PR now to officially release this information. - The final details of this should be available by the meeting in Las Vegas next month. - They don't want to ignore the people that were the target of the original magazine. And of course, they don't want to give up the revenue. Salon City is targeted towards the Consumers, the new magazine addresses the professional market. - New publication will be monthly, and smaller in size. - This will be available in salons, but will not be put on the newsstands. - It will be highly targeted with a circulation of about 30,000 - One of the goals of this magazine to to appeal to salons to join the Salon City network. - Previewing issues may be available as early as September
- Magazine now going to 30 countries through Cable News (Ticker:AXR) - Time Warner is in charge of domestic distribution.
- They are currently distributing 8 issues / year of Salon City. This is just shy of what they need on the newstands. Magazines sometimes come off the shelf after 3-4 weeks in major store. Salon City is currently considering going to 10 issues which would make then almost monthly. 2008: 10 issues, about 150,000 circulation. - Current page rate is 15,000 per page, full color. - They are selling that base rate (base rate) using a cost per thousand of $1,000. - Cost of the magazine is $3.99 for consumer. They felt they could charge 4.50 (according to Time Warner's research). - Goal is to get page rate up to $50,000 - $100,000 - Magazines that have circulation of 500,000 - 750,000 attract the major advertisers (toyota, etc). - They are able to a take ads from the smaller advertisers that cannot affort 100k per page. The appeal is that they can go next to Vogue, Opra, etc. for 10% of the cost of the major magazines. - Salon City is currently "going after" those advertisers for 2008. - The new magazine has only been out for 90-100 days, launched in the middle of a fiscal year, missed the 2007 budgeting period for advertisers. They are going after then for the 2008 fiscal year.
- They are helping other people (salons) with branding, and in the process they are creating the Salon City brand.
- Salon City is a branding, marketing, distribution company, Steve feels that there's lots more revenue to be made from "moving electrons" that "moving trees"
- Salon Industry is just one part of the master plan. They want to appeal to many other industries as well, not just salons. Think Beauty, Asthetics, etc.
- Once of the reasons that he went public was that he really wanted other people to be able to transparently see what's going on, and "own" the brand.
- Share Price at close today was 1.7 cents - Market Capitalization close to 1 Billion outstanding shares.
- Investor Relations campaign has been started - the volume of trading has increased due to this over the last couple of days. - Investor Relations in a pink sheet company is challenging as many companies have abused the system. This is part of the reason they want to uplist. - What this company is looking for is more buyers that are looking to keep a long position.
Ad Campaigns starting in July: - Starting July 1 in Toronto -- Newsstands. - Starting July 1 in LAX -- Lightboxes - SLON and Newsweek promotions at LaGuardia - Orlando Ad Campaigns starting.
- Business plan available at SAlon City.com
Conference Call Notes, June 7 Notes from the Conference Call -------------------------------------------------- (again sorry they are rough, but I was trying to keep up, don't have the time to clean them up) -------------------------------------------------- Someone (Jim?) had a Question about financials, here's Steve's response. - Salon City is a corporation as of jan 5, 2005, prior to that they were a sole propriatorship. 5 years before that, there was a small oversize publication that was mailed out to the top 15 salons across america. - June of last year, they became a public company, in that period of time from Aug-Dec they engaged in a PR campaign that they thought was going to generate advertising revenue that would exceed $3.5 million. They thought this would be adequate for the 2007 initiatives: 1) take publication and put it into newsstands (done) 2) ramp up online site with new look and revenue generator (done -- live in next month) 3) live events 4) Entered into agreement with LAs top production companies (matrix productions) to produce webcasing and broadcasting in 2007. - All 4 of these initiatives are underway exactly as they said they would - in order to to this, they had to encur 2 additional expenses 1) expense of becoming a publicly trade company. This incurred additional expenses that were not initialy planned for. 2) Ramp up to have a magazine that would appear next to vogue, glamaur, elle, opra across america. This goal was achieved through an "overheating of expensing". The challenge was that the 3.5 millino that would come in from the campaign did not come in as expected. This did not happen. The stock went down from .10 - .15 down to .01 - .02 because their efforts have been focused on developing media outlets. They are preparing to go into the next buying season. They have been able to acheive remarkable milestones. - Salon city has a very low burn rate. Most companies invest 1-3 million to produce a magazine. SAlon city has done it for 5-10 % of that number. - They can increase their revenue 100 fold without a major ramp up of expenses. - They are in a good position to recover from those "overheated expenses"
- the new magazine which has been reformatted is now distributed in 30 countries. It is 132 pages long.
- In 2008 they are preparing a media buying plan ** NEW NEWS: engaged in discussions with people that represent Ad sales that are very will respected to have them represent the salon city book for the larger national accounts. If they do go forward, this will be a very big factor for Salon City to generate MILLIONS of dollars in ad revenue in the next 1-3 years.
- The new magazine that is targeted to the salon owners will be an additional revenue. This is the new magazine that Steve has been talking about over the past few weeks. - Since the last con call, Steve and Annie were in Las Vegas at shows letting people in the consumer market and the professional market (two trade shows) know about the magazines. - Once of the attractive sides of Salon City is that the revenue does not come from just one center, (print, online, intergrated placements, webcasting (mobile phones) - They are organizing an independant network of salons -- they envision going after 1-2% of the 250,000 salons in america, and inviting them to join their network, and giving them a marketing opportunity to use all of their outlets to advertise the independant salons. To Date, nobody is doing this! - REgis corporation is doing something similar, but they are doing it with franchises, not independants. - This will happen over time, the first step is to establish the media first, once this is established, and there is a global brand recognition, they they can use that media for promotion.
- Question; would you define your stage as developmental? - Answer: Absolutely, in fact you could almost describe us as startup. To the consumer / reader / buyer, this is the first time they have seen Salon City. The brand is just now being seen. They can only go up from here The good news is that like the Walt Disney brand, they have always stood for the "good things". They have always been a high integrity type of organization. They intend on building on the foundation.
- Question: 5-1 forward split justification - Answer: when they went public, they thought they could increase the amount of trading with a 5-1 split. In retrospect, it has impacted capital structure. SLON is just a few weeks away from the filing of the 10SB for uplisting to the OTCBB. There are 90 Million common shares outstanding because of the 5-1 split. They have address this as they go forward. They intend to take their company to the NASDAQ. In order to do that, there are qualifications that they company may have to meet to be traded on NASDAQ.
- In Aug-Sep they terminated the Investor Relations group relationship. They have 3 fold plan to increase stock price 1) strengthen fundamentals - increase revenue, media outlets, etc. 2) going after getting uplisted to attract the other 95% of the capital investment community. 3) (didn't catch #3)
- Ad pages in magazine (opra, elle, etc.) run for $100,000 per page. 100 pages of ads at that price is $10 million per magazine!! - There goal is to appeal to institutional investors -- they need to be on the OTCBB before these types of investors will invest in them as they cannot invest in pink sheet stocks. - he was speaking to the auditors this week, they are just waiting for some additional info -- Steve things they are just a couple of weeks away from 10SB filing. - takes about 60 days after filing the 10sb before getting uplisted. The thinks they should be on the OTCBB by Aug-Sep. - Steve is not happy with the price being at a penny or two.
other updates: - in Orlando, FL, there is a large haircare event taking place today/tomorrow. They will see for the first time Salon City magazine featured throughout the newstand stores throughout the airport. - LAX will have cover on lightboxes in multiple terminals - in toronto, beginning July 1, they took on a campaign (one of the key fashion locations in Canada and the world) to have Metro News and Union Station featuring the magazine. These campaigns will run from July - November. - The new Salon City.com site is making very fast progress. A new team has been hired to complete and polish the new site before going online. There will be revenue generating opportunities using this site. The first phase will be online in just a few weeks. It will replace the current saloncity.com site. It will have a good Investor Relations section.
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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posted
SLON has a huge deal with Time Warner distribution that has Salon City magazine going to 30 countries and nationwide across the US.
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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posted
Don't miss the boat at these prices. You will all see in the coming weeks that SLON is gonna rock and you'll all be chasing and crying when you could have gotten in right now.
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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posted
Conference Call Notes from Today's Conference Call --------------------------------------------------
These notes have also been posted in the iBox
There was a lot of information that has been re-iterated in previous calls regarding the second publication, the website, uplisting, etc. Please see previous conference call notes for details on these items. I am focusing just on new information that has not been covered previously.
Auditing -------- Auditing is "Days Away" from being complete. There are a number of people involved in the process, it has been going very smoothly -- since they are so close it's very hectic. They should be able to make some annoucements by next week. By the end of next week, there should be signoffs coming. There could be items that need to be addressed right at the end as the numbers are presented. The SEC scrutizes everything very intensely. They have not had any major glitches. In the next few days ("countdown process") they should be able to make the filing as they were hoping.
New Edition of Salon City ------------------------- New magazine will on stands June 26th starring Ashley Scott on the cover. (The All-American Issue) They are out in Hollywood already. There thought they were in about 3000 domestic locations, they just found out from Time Warner that it is actually about 5000 locations. The International distribution is at about 30 countries. They are preparing the next issue (Aug 14th) -- the World Beauty Issue.
Website ------- Website is coming along well. The website will be a "free" way to promote the magazine globally, it will also allow Salon City to reach all the countries where the magazine is not currently being distributed. He saw a picture of the magazine in JFK in New York City -- they are right next to the major magazines such as glamour, elle, etc. New website will be an entertainment / social networking site. Will be ready for launch within the next month, perhaps as soon as 3 weeks.
Other ----- They have 2 full time employees, and about 35 contractors. They do not have large corporate offices in West Hollywood They are focusing every dollar they have on building the brand and the magazine.
Someone asked who their competition is..
Their competetition would be Vogue, Elle, and Glamour from the Media Standpoint. What makes Salon City unique is that their ad space currently goes for about 10k per page, where as the competition charges about 100k per page for about the same exposure. So, Salon city is much more appealing to advertisers. From the Network side, as far as creating the salon network would be regis. They are publicly traded, they purchased vidal sasoon, supercuts, etc., but they are very different as they are responsible for recruiting, training, lease contracts, etc. Salon City's model is to take independant salons and give them the media / marketing / branding power without the intensiveness of what Regis is obligated to do. Salon City could accumulate thousands of members in a relatively short period of time. On the third level (products / services), the world has turned into a licensing / branding mine field. The are currently looking at developing 'characters' that can be associated with the company. Steve does not see a direct competition as there is no other company with the same business model.
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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Time Warner Retail Increases Salon City Magazine's Domestic Newsstand Distribution Sites by 62 Percent 9:30a ET June 25, 2007 (Business Wire) Salon City, Inc.'s (OTC:SLON) August 2007 issue of Salon City magazine, featuring Hollywood actress Ashley Scott, is creating advance buzz in anticipation of its June 26 newsstand date.
Salon City launched a new look on February 27, 2007 after six years of selling on LA newsstands and being distributed to thousands of affluent, trendsetting readers across the country. The redesign of the magazine coincided with contractual agreements with Time Warner Retail, a Time Warner Company (TWX), and Kable News Distribution, an AmRep (AXR) company to distribute the magazine in major airports, bookstores, grocery and drug chains and newsstands domestically and internationally.
SCI President and CEO Steven Casciola commented, "This issue is creating some of the strongest response we have seen since we debuted the new look. We are still in the rollout stages of our launch with Time Warner and Kable, and therefore it is satisfying to report that the number of distribution points by Time Warner Retail has increased to 4,879, a 62 percent increase over the 3,000 we previously reported. Kable News Distribution has grown the number of countries that they have placed the magazine in to 30, a 50 percent increase over what we initially reported. Our circulation management considers points of distribution an important statistic, because it not only sets the stage for greater sales, it expands the Salon City brand in the eyes consumers worldwide. In less than 120 days, we have taken the company's first publication from very limited distribution to a level that resembles major publications such as Vanity Fair, Oprah, Vogue, Bazaar, Elle and Town & Country."
-------------------- lostone Posts: 2666 | From: san jose,ca usa | Registered: Sep 2002
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posted
I got in this at .017 earlier today. It's been slow and steady to .022. Getting lots of attention on other boards. I plan to hold a few days on this one.
Posts: 551 | From: FL | Registered: Apr 2006
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posted
About time you allstockers got on this bandwagon!
Up 35+% today! I think its gonna keep going to .10+ because they havent even come out with the news about filing the Form 10SB for OTCBB uplisting!
The news today was AWESOME and unexpected. +62% distribution!
How can you not buy a stock that is at .02 when it has a deal with TIME WARNER!
MOOOOOOOOOOO!!!!!!!!
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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posted
Salon City Magazine Goes on Sale Today in 4879 Major Retail Outlets and 30 Countries Tuesday June 26, 9:30 am ET All-American Issue Features Jericho Star Ashley Scott; Much-Talked-about CBS Series is Natural Fit with Magazine
WEST HOLLYWOOD, Calif.--(BUSINESS WIRE)--The newest issue of Salon City hits newsstands today, with an exclusive cover featuring Jericho star Ashley Scott. Salon City editors chose Ashley because she reflects the issue's theme of "relaunching the American dream" with the energy and enthusiasm that identifies the All-American Girl. Said Salon City, Inc. (OTC:SLON - News) President and CEO Steven Casciola, "It was a pleasant surprise to see that Jericho's fans are so passionate about keeping the show on the air. We didn't know what CBS was going to announce, so this makes Ashley's appearance on our cover even more gratifying." ADVERTISEMENT
In an impressive display of support for Jericho, more than 50,000 fans petitioned to keep the show. On June 6, CBS Entertainment President Nina Tassler issued a release committing the network to seven more episodes of the show for midseason next year. Tassler stated, "We are working on several initiatives to help introduce the show to new audiences. This includes re-broadcasting Jericho on CBS this summer, streaming episodes and clips from these episodes across the CBS Audience Network (online), releasing the first season DVD on September 25 and continuing the story of Jericho in the digital world until the new episodes return."
Miss Scott is featured in an exclusive Salon City interview with Casciola, as well as a 6-page fashion shoot. Said Casciola, "The same passionate fan base that loves Ashley and Jericho is part of our target audience at Salon City. These are people who go the extra mile for what they believe in -- a perfect match for what our magazine and company do as well."
For information, please visit www.saloncity.com or send an e-mail to SLON's Investors Relations Department at info*saloncity.com.
Certain information contained in these materials is "forward-looking" information, such as projections, estimates, pro formas, or statements of intentions, expectations or plans. All forward-looking information is subject to known and unknown risks and uncertainties, many of which are outside of the control of the Company. Consequently, actual results may, and probably will, differ materially from the results contemplated in such forward-looking information.
Contact: Salon City, Inc. Steven G. Casciola, President and CEO 310-402-2819 or Janis Hashe, Corporate Communications 423-622-2862
-------------------------------------------------------------------------------- Source: Salon City, Inc.
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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Posted by: newbee81 In reply to: newbee81 who wrote msg# 1183 Date:6/26/2007 12:13:59 PM Post #of 1188
I spoke with the PR person. She does live in TN, she did live in LA for 23 yrs where she met Steve. With telecommunitions they do not belive there is a problem with her being in TN and Slon being in CA. She does work with plays and also is a writer. The PR concerning the audit has already been written and Steve has it. She said it should come out "any second", I take that to mean tomarrow.
Note: he later explains that he thinks it will be tomorrow because the company usually releases its PRs in the morning.
-------------------- Me Trade Pretty One Day. Posts: 815 | From: NYC | Registered: May 2006
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-------------------- I refuse to tiptoe through life... only to arrive safely at death. Posts: 221 | From: michigan | Registered: Feb 2007
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posted
I plan on holding until .05 where I will sell my initial investment and I dont plan on selling the rest until .10+.
If they actually do uplist however I think this will go way past 10 cents.
They actually have a product which I have physically picked uped and purchased at Waldenbooks in Fayetteville, North Carolina at the mall. The magazine was in the front row. I also saw the magazine at Books-a-million in Rocky Mount, North Carolina.
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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posted
Great support at .02. I think it will go to .025-.028 today!
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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posted
.023 x .024 3x1! This might explode to .03!
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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posted
Need to push it past .028 that is the resistance we need to break!
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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-------------------- I refuse to tiptoe through life... only to arrive safely at death. Posts: 221 | From: michigan | Registered: Feb 2007
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Audit news coming, 10sb coming, new revenue generating website coming, Uplisting coming. This is only getting better day to day!!
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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Yeah im expecting this to hit .10/.12. Ill sell 1/3 at .05, 1/3 at .10 and hold the rest for "da moon" =)
-------------------- *I'm not a financial expert or advisor, everything stated is my opinion* Posts: 1680 | From: NC | Registered: Jan 2006
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