A new advertising campaign in the Philadelphia Inquirer seems to have missed its mark with at least one reader.
Ben Logan, an attorney for unsecured creditors in Philadelphia Newspapers LLC’s bankruptcy case, was none too happy to discover that the publisher had taken to its own pages to tout its reorganization plan.
“It’s highly inappropriate,” Logan said after a hearing in Philadelphia bankruptcy court on Friday.
The “keep it local” advertisements – which ask questions like “why will out-of-town corporate ownership be a disaster?” – could discourage other bidders from throwing offers into the ring, Logan said, thereby stifling competition and the possibility of a higher price tag for the media company’s assets.
“It’s not a publicity campaign in favor of the sale process,” said Logan, a partner at O’Melveny & Myers LLP. “It’s a publicity campaign in favor of the sale to the stalking-horse bidder.”
Philadelphia Newspapers’ choice for stalking-horse bidder (a judge must still approve the auction rules) is a group of local investors led by homebuilder Bruce Toll. The investors, many of whom were involved with the 2006 leveraged buyout of Philadelphia Newspapers, are offering to pump $35 million in cash into the company and fund a $17 million letter of credit.
Philadelphia Newspapers isn’t the only group that has aligned itself with the offer from the local investors. Unions representing hundreds of Philadelphia Newspapers employees have joined the cause too, launching their own advertising campaign in support of the bid. And, like the earlier ads that appeared in the Inquirer, the unions aren’t afraid to take a few jabs at the lenders also vying for the company.
“It is clear that to the Out-of-Town Creditors, the employees of The Inquirer and Daily News and their families are nothing more than numbers on a balance sheet,” the ad reads.
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