Can a TV show make Ancestry.com stock go up?

by Kris_Tuttle on March 5, 2010

Today (Fri­day, March 5th) a new TV series will air that just might cause more peo­ple to won­der about their fam­ily his­tory.
Screen shot 2010-03-04 at 1.51.18 PM.png The stock tie in is with a rel­a­tively recent IPO named Ancestry.com (NASDAQ: ACOM — $17) which is the lead­ing online source for indi­vid­u­als and fam­i­lies to build their his­tory and dis­cover infor­ma­tion about their ancestors.

Although we didn’t pub­lish a research report on the com­pany with their IPO we have done some pre­lim­i­nary work and came away with a few observations:

1. Peo­ple pay a nice fee for this ser­vice, from $20 to $30 per month. (They offer dis­counts for annual or quar­terly pay­ments.) So this is some­thing that peo­ple place a fairly high value on con­sid­er­ing this can eas­ily amount to a cou­ple hun­dred dol­lars a year.

2. Although Ancestry.com is in part a user-driven story they have a whole other aspect which is the fact that they have obtained licenses (in many cases exclu­sive) to archival and his­tor­i­cal con­tent that is then avail­able online to pay­ing subscribers.

3. There’s a def­i­nite strong pull at work in dri­ving this phe­nom­e­non which is hard to fully appre­ci­ate until one expe­ri­ences it. For exam­ple if you dab­ble enough on it and dis­cover that your great-great-great-great grand­fa­ther was awarded a medal for brav­ery by  a king some­where and there is a pic­ture of it in one of the archives, tell me you wouldn’t pay to get it!

4. Beyond the doc­u­men­ta­tion and knowl­edge aspects of the appli­ca­tion the abil­ity to dis­cover and link to other liv­ing rel­a­tives from more diverse branches of your fam­ily his­tory can also be profound.

We noted that dur­ing the IPO the CEO of the com­pany is a *great* sales­man for the story and cer­tainly helped the IPO to be a success.

But as we dug into the story we found more com­pelling things to like about it. Could Ancestry.com be the “google of the per­sonal and fam­ily his­tor­i­cal infor­ma­tion” seg­ment? It appears that way. Ances­try is actively work­ing to dig­i­tize these his­tor­i­cal archives and records which are now sit­ting in boxes and files in small towns all over the world.

The con­tent may not seem “valu­able” in aggre­gate from a busi­ness stand­point but from a per­sonal and human angle this is com­pelling stuff and Ancestry.com clearly has a model to offer investors a way to play it.

[Dis­clo­sure: The author has a small posi­tion in Ancestry.com]

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