Fluent (NASDAQ:FLNT) and Salon Media Group (OTCMKTS:SLNM) are both small-cap business services companies, but which is the better stock? We will contrast the two businesses based on the strength of their valuation, dividends, institutional ownership, profitability, analyst recommendations, earnings and risk.

Earnings and Valuation

This table compares Fluent and Salon Media Group’s gross revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Fluent $220.27 million 1.35 -$53.20 million ($0.72) -5.50
Salon Media Group $4.57 million 0.99 -$9.57 million N/A N/A

Salon Media Group has lower revenue, but higher earnings than Fluent.

Analyst Recommendations

This is a summary of current recommendations and price targets for Fluent and Salon Media Group, as reported by MarketBeat.com.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Fluent 0 0 1 0 3.00
Salon Media Group 0 0 0 0 N/A

Fluent currently has a consensus price target of $4.00, indicating a potential upside of 1.01%. Given Fluent’s higher probable upside, analysts plainly believe Fluent is more favorable than Salon Media Group.

Insider and Institutional Ownership

15.7% of Fluent shares are owned by institutional investors. Comparatively, 0.0% of Salon Media Group shares are owned by institutional investors. 18.7% of Fluent shares are owned by insiders. Comparatively, 83.9% of Salon Media Group shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a company is poised for long-term growth.

Profitability

This table compares Fluent and Salon Media Group’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Fluent -10.70% 1.61% 1.13%
Salon Media Group N/A N/A N/A

Volatility & Risk

Fluent has a beta of 0.52, indicating that its stock price is 48% less volatile than the S&P 500. Comparatively, Salon Media Group has a beta of 1.01, indicating that its stock price is 1% more volatile than the S&P 500.

Summary

Fluent beats Salon Media Group on 7 of the 11 factors compared between the two stocks.

About Fluent

Fluent, Inc. provides data-driven performance marketing and customer acquisition services primarily in the United States. It develops custom audiences and operates performance marketing campaigns on behalf of advertising partners. The company offers data acquisition solutions that include Connect, which enables marketers to acquire consumer data and marketing consent across its network of proprietary Websites; and ReConnect that enables marketers offer consumers the ability to opt into marketing programs outside of the confines of own Websites. It also provides audience solutions that empower to target ads with unprecedented precision and drive qualified prospects at scale; and MobileNow, which offers marketers access to unique mobile Web inventory coupled with the precision targeting capabilities. The company was formerly known as Cogint, Inc. and changed its name to Fluent, Inc. in April 2018. Fluent, Inc. is headquartered in Boca Raton, Florida.

About Salon Media Group

Salon Media Group, Inc., an Internet media company, operates an online news Website in the United States. It produces a content Website with various subject-specific sections. The company's Salon.com Website features various voices and perspectives; and covers a range of topics, including news, politics, race, religion, arts and culture, entertainment, sustainability, innovation, technology, and business. It also hosts dynamic content, such as video, slideshows, and images. Salon Media Group, Inc. was founded in 1995 and is headquartered in San Francisco, California.

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