SkyMall publishes reading material for bored airline passengers -- those catalogs that feature merchandise provided by other catalog companies and retailers, including Disney, Hammacher Schlemmer, Mattel, the Metropolitan Museum of Art, Pepperidge Farm, and Sharper Image. The company places its catalogs in seat pockets on more than 15 airlines (including America West, Continental, Delta, TWA, United, US Airways, and JAL), which receive commissions on catalog sales. The catalogs are also carried on Amtrak. SkyMall's 24-hour toll-free lines take between 2,000 and 6,000 calls a day, including ones from the air. Chairman Robert Worsley and director Alan Ashton and their wives own about 54% of SkyMall.
SkyMall one-year sales: $64.5 Mil.
Difference from the average for the Catalog & Mail Order Houses group: -94.78%
SkyMall one-year income: $2.2 Mil
Difference from the average for the Catalog & Mail Order Houses group: -79.53%
SkyMall one-year sales growth: 9.80%.
Difference from the average for the Catalog & Mail Order Houses group: 0.20 pct. pts.
SkyMall one-year income growth: -36.40%
SkyMall one-year net profit margin: 3.4%
Difference from average for the Catalog & Mail Order Houses group: 2.3 pct. pts
No debt.
SkyMall current price: $5.88
Overhead resistance for SkyMall: $7.50 (52-week high)
First support for SkyMall: $4.01 (200-day moving average)
Second support for SkyMall: $3.12 (50-day moving average)
My conclusion: Even with the good news, the stock is at fair value at it's current price. It dosen't have far to fall either. I wouldn't touch it, long or short.
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