SAGA COMMUNICATIONS INC
10-Q, 1998-05-14
RADIO BROADCASTING STATIONS
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<PAGE>   1



                                  United States
                       Securities and Exchange Commission
                             Washington, D.C. 20549

                                    FORM 10-Q

(MARK ONE)

[x] Quarterly Report Pursuant to Section 13 or 15(d) of the Securities Exchange
Act of 1934 For the Quarterly Period ended March 31, 1998

                                       or

[ ] Transition Report Pursuant to Section 13 or 15(d) of the Securities Exchange
Act of 1934 For the transition period from _________ to _________


Commission file number 1-11588

                            Saga Communications, Inc.
- --------------------------------------------------------------------------------
             (Exact name of registrant as specified in its charter)

               Delaware                                      38-3042953
- --------------------------------------------------------------------------------
   (State or other jurisdiction of                        (I.R.S. Employer
    incorporation or organization)                      Identification No.)


              73 Kercheval Avenue
         Grosse Pointe Farms, Michigan                            48236
- -------------------------------------------------------------------------------
    (Address of principal executive offices)                    (Zip Code)


                                 (313) 886-7070
- -------------------------------------------------------------------------------
              (Registrant's telephone number, including area code)


Indicate by check mark whether the registrant (1) has filed all reports required
to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during
the preceding 12 months (or for such shorter period that the registrant was
required to file such reports), and (2) has been subject to such filing
requirements for the past 90 days. Yes  X   No    .
                                       ---     --- 

The number of shares of the registrant's Class A Common Stock, $.01 par value,
and Class B Common Stock, $.01 par value, outstanding as of April 30, 1998 was
8,959,963 and 1,208,510, respectively.



<PAGE>   2


                                      INDEX
<TABLE>
<CAPTION>

                                                                                                     PAGE
<S>                    <C>                                                                            <C>
PART I.                FINANCIAL INFORMATION

Item 1.                Financial Statements (Unaudited)

                       Condensed consolidated balance sheets--March 31, 1998 and 
                       December 31, 1997                                                                3

                       Condensed consolidated statements of operations and
                       comprehensive income--Three months ended March 31, 1998
                       and 1997                                                                         5

                       Condensed consolidated statements of cash flows--Three months 
                       ended March 31, 1998 and 1997                                                    6

                       Notes to unaudited condensed consolidated financial statements                   7


Item 2.                Management's Discussion and Analysis of Financial Condition 
                       and Results of Operations                                                        9

Item 3.                Quantitative and Qualitative Disclosures about Market Risk                      13

PART II                OTHER INFORMATION

Item 6.                Exhibits and Reports on Form 8-K                                                14

Signatures                                                                                             15
</TABLE>


                                       2


<PAGE>   3


                         PART I - FINANCIAL INFORMATION


ITEM 1. FINANCIAL STATEMENTS


                            Saga Communications, Inc.
                      Condensed Consolidated Balance Sheets
                             (dollars in thousands)

<TABLE>
<CAPTION>

                                                        MARCH 31,           DECEMBER 31,
                                                          1998                 1997
                                                       ---------------------------------
                                                       (UNAUDITED)
<S>                                                    <C>                  <C>      
ASSETS
Current assets:
    Cash and temporary investments                     $   2,429            $   2,209
    Accounts receivable, net                              11,648               12,833
    Prepaid expenses                                         906                1,269
    Other current assets                                   1,667                1,208
                                                       ------------------------------
Total current assets                                      16,650               17,519

Property and equipment                                    72,288               70,522
    Less accumulated depreciation                        (37,403)             (36,494)
                                                       ------------------------------
Net property and equipment                                34,885               34,028

Other assets:
    Excess of cost over fair value of assets
       acquired, net                                      20,691               20,276
    Broadcast licenses, net                               35,261               35,495
    Other intangibles, net                                 5,072                5,115
                                                       ------------------------------
Total other assets                                        61,024               60,886
                                                       ------------------------------
                                                       $ 112,559            $ 112,433
                                                       ==============================
</TABLE>


See notes to unaudited condensed consolidated financial statements.


                                       3


<PAGE>   4


                            Saga Communications, Inc.
                      Condensed Consolidated Balance Sheets
                             (dollars in thousands)

<TABLE>
<CAPTION>
                                                           MARCH 31,         DECEMBER 31,
                                                             1998                1997
                                                         --------------------------------
                                                         (UNAUDITED)
<S>                                                      <C>                  <C>      
LIABILITIES AND STOCKHOLDERS' EQUITY
Current liabilities
    Accounts payable                                     $     870            $   1,001
    Other current liabilities                                6,350                6,792
    Current portion of long-term debt                        8,194                8,139
                                                         ------------------------------
Total current liabilities                                   15,414               15,932



Deferred income taxes                                        4,415                4,297
Long-term debt                                              53,453               53,466
Broadcast program rights                                       222                  273
Deferred compensation                                          210                  210


STOCKHOLDERS' EQUITY:
    Common stock                                               127                  101
    Additional paid-in capital                              36,747               36,513
    Note receivable from principal stockholder                (790)                (790)
    Retained earnings                                        2,761                2,431
                                                         ------------------------------
Total stockholders' equity                                  38,845               38,255
                                                         ------------------------------
                                                         $ 112,559            $ 112,433
                                                         ==============================
</TABLE>



Note: The balance sheet at December 31, 1997 has been derived from the audited
financial statements at that date but does not include all of the information
and footnotes required by generally accepted accounting principles for complete
financial statements.




See notes to unaudited condensed consolidated financial statements.


                                       4


<PAGE>   5


                            Saga Communications, Inc.
    Condensed Consolidated Statements of Operations and Comprehensive Income
                  (dollars in thousands except per share data)
                                    Unaudited
<TABLE>
<CAPTION>
                                                                                    THREE MONTHS ENDED
                                                                                         MARCH 31,
                                                                                  1998             1997
                                                                                -------------------------

<S>                                                                             <C>               <C>    
Net operating revenue                                                           $15,620           $13,515
Station operating expense:
       Programming and technical                                                  4,019             3,668
       Selling                                                                    4,447             3,798
       Station general and administrative                                         2,736             2,541
                                                                                -------------------------
          Total station operating expense                                        11,202            10,007
                                                                                -------------------------
Station operating income before corporate general and 
  administrative,
    depreciation and amortization                                                 4,418             3,508
       Corporate general and administrative                                       1,017               807
       Depreciation and amortization                                              1,628             1,282
                                                                                -------------------------
Operating profit                                                                  1,773             1,419
Other expenses:
       Interest expense                                                           1,140             1,211
       Loss on the sale of assets                                                    11                 6
                                                                                -------------------------
Income before income tax                                                            622               202
Income tax provision                                                                266                88
                                                                                =========================
Net income and comprehensive income                                             $   356           $   114
                                                                                =========================

Earnings per share (basic and diluted)                                          $   .03           $   .01
                                                                                =========================

Weighted average common shares (Note 3)                                          12,695            12,586
                                                                                =========================
Weighted average common shares and common equivalents 
  (Note 3)
                                                                                 12,960            12,841
                                                                                =========================
</TABLE>



See noted to unaudited condensed consolidated financial statements.


                                       5


<PAGE>   6


                            Saga Communications, Inc.
                 Condensed Consolidated Statements of Cash Flows
                             (dollars in thousands)
                                    Unaudited
<TABLE>
<CAPTION>


                                                                                  THREE MONTHS ENDED
                                                                                       MARCH 31,
                                                                                1998               1997
                                                                             ----------------------------

<S>                                                                          <C>                <C>     
CASH FLOWS FROM OPERATING ACTIVITIES:
    Cash provided by operating activities                                    $  2,401           $  2,193

CASH FLOWS FROM INVESTING ACTIVITIES:
    Acquisition of property and equipment                                      (1,326)              (573)
    Increase in intangibles and other assets                                      (69)              (201)
    Acquisition of stations                                                      (828)            (2,660)
                                                                             ----------------------------
Net cash used in investing activities                                          (2,223)            (3,434)

CASH FLOWS FROM FINANCING ACTIVITIES:
    Proceeds from long-term debt                                                2,000                 --
    Payments on long-term debt                                                 (1,958)               (20)
                                                                             ----------------------------
Net cash provided by (used in) financing activities                                42                (20)

Net increase (decrease) in cash and temporary
    investments                                                                   220             (1,261)
Cash and temporary investments, beginning of period
                                                                                2,209              4,339
                                                                             ----------------------------
Cash and temporary investments, end of period                                $  2,429           $  3,078
                                                                             ============================
</TABLE>




See notes to unaudited condensed consolidated financial statements.


                                       6


<PAGE>   7


                            Saga Communications, Inc.
              Notes to Condensed Consolidated Financial Statements
                                    Unaudited


1.   BASIS OF PRESENTATION

The accompanying unaudited condensed consolidated financial statements have been
prepared in accordance with generally accepted accounting principles for interim
financial information and with the instructions to Form 10-Q and Article 10 of
Regulation S-X. Accordingly, they do not include all of the information and
footnotes required by generally accepted accounting principles for annual
financial statements. In the opinion of management, all adjustments (consisting
of normal recurring accruals) considered necessary for a fair presentation have
been included. Operating results for the three months ended March 31, 1998 are
not necessarily indicative of the results that may be expected for the year
ended December 31, 1998. For further information, refer to the consolidated
financial statements and footnotes thereto included in the Saga Communications,
Inc. Annual Report (Form 10-K) for the year ended December 31, 1997.

The Company enters into interest-rate swap agreements to modify the interest
characteristics of its outstanding debt. Each interest rate swap agreement is
designated with all or a portion of the principal balance and term of a specific
debt obligation. These agreements involve the exchange of amounts based on a
fixed interest rate for amounts based on variable interest rates over the life
of the agreement without an exchange of the notional amount upon which the
payments are based. The differential to be paid or received as interest rates
change is accrued and recognized as an adjustment of the interest expense
related to the debt (the accrual accounting method). The related amount payable
to or receivable from counterparties is included in other liabilities or assets.
The fair values of the swap agreements are not recognized in the financial
statements. Gains and losses on terminations of interest-rate swap agreements
are deferred as an adjustment to interest expense related to the debt over the
remaining term of the original contract life of the terminated swap agreement.
In the event of the early extinguishment of a designated debt obligation, any
realized or unrealized gain or loss from the swap would be recognized in income
coincident with the extinguishment. Any swap agreements that are not designated
with outstanding debt or notional amounts (or durations) of interest-rate swap
agreements in excess of the principal amounts (or maturities) of the underlying
debt obligations are recorded as an asset or liability at fair value, with
changes in fair value recorded in other income or expense (the fair value
method).


2.   INCOME TAXES

The Company's effective tax rate is higher than the statutory rate as a result
of certain non-deductible depreciation and amortization expenses and the
inclusion of state taxes in the income tax amount.


                                       7


<PAGE>   8


                            Saga Communications, Inc.
        Notes to Condensed Consolidated Financial Statements (Continued)
                                    Unaudited


3.   SUBSEQUENT EVENTS

In April, 1998 the Company declared a five-for-four split of its Class A and
Class B Common Stock, for shareholders of record on May 15, 1998, effective on
May 29, 1998 which will result in additional shares being issued of
approximately 2,240,000 and 302,000, respectively. All share and per share
information in the accompanying financial statements has been restated
retroactively to reflect the split. The common stock and retained earnings
accounts at March 31, 1998 reflect the retroactive capitalization of the split.

In April, 1998 the Company signed a letter of intent to acquire 50% of the stock
ownership of six FM radio stations, serving Reykjavik, Iceland for approximately
$1,050,000. Additionally, the Company will lend approximately $550,000 to the
Icelandic entity to be repaid at negotiated terms. The investment is subject to
certain conditions, including the completion of a definitive investment
agreement.

4.   ACQUISITION

On March 30, 1998, the Company acquired a regional and state news and sports
information network (The Michigan Radio Network) for approximately $1,100,000,
including approximately $234,000 of the Company's Class A common stock. The
acquisition is subject to certain adjustments based on operating performance
levels, that could result in an additional acquisition amount of $450,000
payable in cash and shares of the Company's Class A common stock. The
acquisition was accounted for as a purchase, and accordingly, the total costs
were allocated to the acquired assets and assumed liabilities based on their
estimated fair values as of the acquisition date. The excess of consideration
paid over the estimated fair value of the net assets acquired has been recorded
as excess of cost over fair value of assets acquired.


                                       8


<PAGE>   9


ITEM 2. MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS
        OF OPERATIONS


RESULTS OF OPERATIONS

     The following discussion should be read in conjunction with the unaudited
condensed consolidated financial statements and notes thereto of Saga
Communications, Inc. and its subsidiaries contained elsewhere herein.


GENERAL

     The Company's financial results are dependent on a number of factors, the
most significant of which is the ability to generate advertising revenue through
rates charged to advertisers. The rates a station is able to charge are, in
large part, based on a station's ability to attract audiences in the demographic
groups targeted by its advertisers, as measured principally by quarterly reports
by independent national rating services. Various factors affect the rate a
station can charge, including the general strength of the local and national
economies, population growth, ability to provide popular programming, local
market competition, relative efficiency of radio and/or broadcasting compared to
other advertising media, signal strength and government regulation and policies.
The primary operating expenses involved in owning and operating radio stations
are employee salaries, depreciation and amortization, programming expenses,
solicitation of advertising, and promotion expenses. In addition to these
expenses, owning and operating television stations involve the cost of acquiring
certain syndicated programming.

     During the years ended December 31, 1997 and 1996, none of the Company's
operating locations represented more than 15% of the Company's station operating
income (i.e., net operating revenue less station operating expense), other than
the Columbus and Milwaukee stations. For the years ended December 31, 1997 and
1996, Columbus accounted for an aggregate of 24% and 22%, respectively, and
Milwaukee accounted for an aggregate of 24% and 23%, respectively, of the
Company's station operating income. For the three month periods ended March 31,
1998 and 1997, none of the Company's operating locations represented more that
15% of the Company's station operating income, other than the Columbus and
Milwaukee stations. For the three months ended March 31, 1998 and 1997, Columbus
accounted for an aggregate of 23% and 27%, respectively, and Milwaukee accounted
for an aggregate of 27% of the Company's station operating income. While radio
revenues in each of the Columbus and Milwaukee markets have remained relatively
stable historically, an adverse change in these radio markets or these
location's relative market position could have a significant impact on the
Company's operating results as a whole.

     Because audience ratings in the local market are crucial to a station's
financial success, the Company endeavors to develop strong listener/viewer
loyalty. The Company believes that the diversification of formats on its radio
stations helps the Company to insulate itself from the effects of changes in
musical tastes of the public on any particular format.

     The number of advertisements that can be broadcast without jeopardizing
listening/viewing levels (and the resulting ratings) is limited in part by the
format of a particular radio station and, in the case of television stations, by
restrictions imposed by the terms of certain network affiliation and syndication
agreements. The Company's stations strive to maximize revenue by constantly
managing the number of commercials available for sale and adjusting prices based
upon local market conditions. In the broadcasting 


                                       9


<PAGE>   10


industry, stations often utilize trade (or barter) agreements to generate
advertising time sales in exchange for goods or services used or useful in the
operation of the stations, instead of for cash. The Company minimizes its use of
trade agreements and historically has sold over 95% of its advertising time for
cash.

     Most advertising contracts are short-term, and generally run only for a few
weeks. Most of the Company's revenue is generated from local advertising, which
is sold primarily by each station's sales staff. For the three months ended
March 31, 1998 and 1997, approximately 83% and 88%, respectively, of the
Company's gross revenue was from local advertising. To generate national
advertising sales, the Company engages an independent advertising sales
representative that specializes in national sales for each of its stations.

     The Company's revenue varies throughout the year. Advertising expenditures,
the Company's primary source of revenue, generally have been lowest during the
winter months which comprise the first quarter.


THREE MONTHS ENDED MARCH 31, 1998 COMPARED TO THREE MONTHS ENDED MARCH 31, 1997

     For the three months ended March 31, 1998, the Company's net operating
revenue was $15,620,000 compared with $13,515,000 for the three months ended
March 31, 1997, an increase of $2,105,000 or 16%. Approximately $1,033,000 or
49% of the increase was attributable to revenue generated by stations which were
not owned or operated by the Company for the comparable period in 1997. The
balance of the increase in net operating revenue represented a 8% increase in
stations owned and operated by the Company for the entire comparable period,
primarily as a result of increased advertising rates at the majority of the
Company's stations.

     Station operating expense (i.e., programming, technical, selling and
station general and administrative expenses) increased by $1,195,000 or 12% to
$11,202,000 for the three months ended March 31, 1998, compared with $10,007,000
for the three months ended March 31, 1997. Of the total increase, approximately
$887,000 or 74% was the result of the impact of the operation of stations which
were not owned or operated by the Company for the comparable period in 1997. The
remaining balance of the increase in station operating expense of $309,000
represents a total increase of 3% in stations owned and operated by the Company
for the comparable period in 1997.

     Operating profit increased by $354,000 or 25% to $1,773,000 for the three
months ended March 31, 1998, compared with $1,419,000 for the three months ended
March 31, 1997. The improvement was primarily the result of the $2,105,000
increase in net operating revenue, offset by the $1,195,000 increase in station
operating expense, a $346,000 or 27% increase in depreciation and amortization,
and a $210,000 or 26% increase in corporate general and administrative charges.
The increase in depreciation and amortization expense was principally the result
of the recent acquisitions. The increase in corporate general and administrative
charges was primarily attributable to deferred compensation charges of $70,000
relating to an accrued bonus to the Company's principal stockholder and
approximately $15,000 pertaining to option grants primarily to local station
management. The remaining increase in corporate general and administrative
expenses of approximately $125,000 represents additional costs due to the growth
of the Company as a result of the Company's recent acquisitions.

     The Company generated net income in the amount of approximately $356,000
($0.03 per share (adjusted for the stock split)) during the three months ended
March 31, 1998, compared with net income of $114,000 ($0.01 per share) for the
three months ended March 31, 1997, an increase of approximately $242,000. The
increase in net income was principally the result of the $354,000 improvement in
operating 


                                       10


<PAGE>   11


profit and a $71,000 decrease in interest costs, offset by a $178,000 increase
in income taxes directly associated with the improved operating performance of
the Company.


LIQUIDITY AND CAPITAL RESOURCES

     The Company's policy is generally to repay its long-term debt with excess
cash on hand to reduce its financing costs. As of March 31, 1998, the Company
had $61,647,000 of long-term debt (including the current portion thereof)
outstanding and approximately $45,250,000 of unused borrowing capacity under the
Revolving Loan (as defined below).

     The Company has a credit agreement (the "Credit Agreement") with The First
National Bank of Boston; The Bank of New York; Fleet Bank, N.A.; Mellon Bank,
N.A.; and Union Bank of California, N.A. (collectively, the "Lenders"), with two
facilities (the "Facilities"): a $54,000,000 senior secured term loan (the "Term
Loan") and a $56,000,000 senior secured reducing revolving/term loan facility
(the "Revolving Loan"). The Facilities mature June 30, 2003. The Company's
indebtedness under the Facilities is secured by a first priority lien on
substantially all the assets of the Company and its subsidiaries, by a pledge of
its subsidiaries' stock and by a guarantee of its subsidiaries.

     The Revolving Loan has a total commitment of $56,000,000, of which
$51,000,000 may be used for permitted acquisitions and related transaction
expenses and $5,000,000 may be used for working capital needs and stand-by
letters of credit. On June 30, 1998 the Revolving Loan will convert to a five
year term loan. However, the Company is currently negotiating an amendment to
the Credit Agreement which would provide that the Revolving Loan's conversion to
a five year term loan will be extended to June 30, 1999, and the Facilities
maturity will be extended to June 30, 2004. The outstanding amount of the Term
Loan is required to be reduced quarterly in amounts ranging from 2.5% to 5% of
the initial commitment and the outstanding amount of the Revolving Loan is
required to be reduced quarterly in amounts ranging from 1.25% to 5% of the
initial commitment. In addition, the Facilities may be further reduced by
specified percentages of Excess Cash Flow (as defined in the Credit Agreement)
based on leverage ratios.

      Interest rates under the Facilities are payable, at the Company's option,
at alternatives equal to LIBOR plus 1.125% to 1.75% or the prime rate plus 0% to
 .5%. The spread over LIBOR and the prime rate vary from time to time, depending
upon the Company's financial leverage. The Company also pays quarterly
commitment fees equal to 1/2% per annum on the aggregate unused portion of the
Revolving Loan.

     The Credit Agreement contains a number of financial covenants which, among
other things, require the Company to maintain specified financial ratios and
impose certain limitations on the Company with respect to investments,
additional indebtedness, dividends, distributions, guarantees, liens and
encumbrances.

     At March 31, 1998, the Company had an interest rate swap agreement with a
total notional amount of $32,000,000 that it uses to convert the variable
Eurodollar interest rate of a portion of its bank borrowings to a fixed interest
rate. The swap agreement was entered into to reduce the risk to the Company of
rising interest rates. In accordance with the terms of the swap agreement, dated
November 21, 1995, the Company pays 6.15% calculated on a $32,000,000 notional
amount. The Company receives LIBOR (5.7% at March 31, 1998) calculated on a
notional amount of $32,000,000. Net receipts or payments under the 


                                       11


<PAGE>   12


agreement are recognized as an adjustment to interest expense. The swap
agreement expires in December 1999. As the LIBOR increases, interest payments
received and the market value of the swap position increase. Approximately
$23,000 in additional interest expense was recognized as a result of the
interest rate swap agreement for the three months ended March 31, 1998 and an
aggregate amount of $377,000 in additional interest expense has been recognized
since the inception of the agreement.

     During the years ended December 31, 1997, and 1996, the Company had net
cash flows from operating activities of $11,659,000 and $7,679,000,
respectively. During the three months ended March 31, 1998 and 1997, the Company
had net cash flows from operating activities of $2,401,000 and $2,193,000,
respectively. The Company believes that cash flow from operations will be
sufficient to meet quarterly debt service requirements for interest and
scheduled payments of principal under the Credit Agreement. If such cash flow is
not sufficient to meet such debt service requirements, the Company may be
required to sell additional equity securities, refinance its obligations or
dispose of one or more of its properties in order to make such scheduled
payments. There can be no assurance that the Company would be able to effect any
such transactions on favorable terms.

     On March 14, 1997, the Company acquired an FM radio station (KAZR-FM)
serving the Des Moines, Iowa market for approximately $2,700,000. The Company
began operating the radio station under the terms of a local market agreement on
August 1, 1996, which remained in effect until the acquisition.

     On April 17, 1997, the Company acquired an FM radio station (KLTI-FM)
serving the Des Moines, Iowa market for approximately $3,200,000. The Company
began operating the radio station under the terms of a local market agreement on
January 1, 1997, which remained in effect until the acquisition.

     On May 5, 1997, the Company acquired two AM and two FM radio stations
(WTAX-AM, WDBR-FM, WVAX-AM, and WYXY-FM) serving the Springfield, Illinois
market for approximately $6,000,000. The Company began operating the radio
stations under the terms of a local market agreement on July 1, 1996, which
remained in effect until the acquisition.

     On May 9, 1997, the Company acquired two FM radio stations (WFMR-FM and
WPNT-FM) serving the Milwaukee, Wisconsin market for approximately $5,000,000.

     On November 18, 1997, the Company acquired an FM radio station (WQLL-FM)
serving the Manchester, New Hampshire market for approximately $3,400,000. The
Company began operating the radio station under the terms of a local market
agreement on July 1, 1997, which remained in effect until the acquisition.

     On November 25,1997, the Company acquired a regional and state news and
sports information network (The Illinois Radio Network) for approximately
$1,750,000.

     The 1997 acquisitions were financed through funds generated from operations
and additional borrowings of $11,250,000 under the Revolving Loan.

     On March 30, 1998, the Company acquired a regional and state news and
sports information network (The Michigan Radio Network) for approximately
$1,100,000, including approximately $234,000 of the Company's Class A common
stock. The acquisition is subject to certain adjustments based on operating
performance levels, that could result in an additional acquisition amount of
$450,000 payable in shares of the Company's Class A common stock. The
acquisition was financed through additional borrowings under the Revolving Loan.


                                       12


<PAGE>   13


     The Company anticipates that any future acquisitions of radio and
television stations will be financed through funds generated from operations,
borrowings under the Revolving Loan, additional debt or equity financing, or a
combination thereof. However, there can be no assurances that any such financing
will be available.

     The Company's capital expenditures for the three months ended March 31,
1987 were approximately $1,326,000 ($573,000 in the comparable period in 1997).
The Company anticipates capital expenditures in 1998 to be approximately
$3,000,000, which it expects to finance through funds generated from operations.


INFLATION

     The impact of inflation on the Company's operations has not been
significant to date. There can be no assurance that a high rate of inflation in
the future would not have an adverse effect on the Company's operations.


FORWARD-LOOKING STATEMENTS

     Statements contained in this Form 10-Q that are not historical facts are
forward-looking statements that are made pursuant to the safe harbor provisions
of the Private Securities Litigation Reform Act of 1995. In addition, when used
in this Form 10-Q, words such as "believes," "anticipates," "expects," and
similar expressions are intended to identify forward looking statements. The
Company cautions that a number of important factors could cause the Company's
actual results for 1998 and beyond to differ materially from those expressed in
any forward looking statements made by or on behalf of the Company. Forward
looking statements involve a number of risks and uncertainties including, but
not limited to, the Company's financial leverage and debt service requirements,
dependence on key stations, U.S. and local economic conditions, the successful
integration of acquired stations, and regulatory matters. The Company cannot
assure that it will be able to anticipate or respond timely to changes in any of
the factors listed above, which could adversely affect the operating results in
one or more fiscal quarters. Results of operations in any past period should not
be considered, in and of itself, indicative of the results to be expected for
future periods. Fluctuations in operating results may also result in
fluctuations in the price of the Company's stock.


ITEM 3.  QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK

Not applicable


                                       13


<PAGE>   14


                           PART II - OTHER INFORMATION


Item 6. Exhibits and Reports on Form 8-K

   (a)  EXHIBITS

        27     Financial Data Schedule

   (b) Reports on Form 8-K

       None


                                       14


<PAGE>   15


                                   SIGNATURES


     Pursuant to the requirements of the Securities Exchange Act of 1934, the
registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.


                                                SAGA COMMUNICATIONS, INC.


Date:  May  14, 1998                            /s/ Samuel D. Bush
                                                ------------------
                                                Samuel D. Bush
                                                Vice President, Chief Financial
                                                Officer, and Treasurer
                                                (Principal Financial Officer)





Date:  May 14, 1998                             /s/ Catherine A. Bobinski
                                                -------------------------
                                                Catherine A. Bobinski
                                                Corporate Controller and
                                                Chief Accounting Officer
                                                (Principal Accounting Officer)




                                       15

<TABLE> <S> <C>

<ARTICLE> 5
<MULTIPLIER> 1,000
<CURRENCY> U.S. DOLLARS
       
<S>                             <C>
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          DEC-31-1998
<PERIOD-START>                             JAN-01-1998
<PERIOD-END>                               MAR-31-1998
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