P2 – Who are the Bad Guys?

Wrong question.

OK, if the Marlins profitability is so obvious, how do they get away with suggesting that they are not profitable [or revenue-neutral, David Samson’s favorite obfuscation] and that their finances are too complicated for writers and fans to grasp?

Forbes aside, it is not in the best interests of those in position to call them out on it – MLB & the Revenue Sharing payer teams – to do so. Here’s my perspective on each of the groups involved:

Florida Marlins / Revenue Sharing receiving teams – By keeping their finances hidden, they avoid the pressure to spend MLB’s Revenue Sharing monies on player salaries. Every MLB team attempts to hide their finances, teams receiving Revenue Sharing monies have the most incentive to do so.

MLB / Commissioner Selig – While guarantying that revenue sharing monies would continue to increase in the new Collective Bargaining Agreement [CBA] in effect for the years 2007 through 2011, MLB avoided placing specific demands on what the teams receiving the Revenue Sharing monies would have to spend on player salaries. The likely reason would be to avoid the organizational nightmare of micro-managing the 7 or 8 small market teams which are typically receiving the Revenue Sharing monies. Having Revenue Sharing receiver teams not spend their Revenue Sharing monies is a headache for MLB and a threat to the Revenue Sharing structure which has developed under Selig [see Pittsburgh Tribune-Review article]. They would prefer that the smaller market teams use the money to be more competitive, but their main incentive is achieving labor peace [CBA] and staying out of the way thereafter.

The CBA contains language which indicates that teams receiving Revenue Sharing monies must use them to “improve on-the field performance.” No team has ever been disciplined or had a grievance filed against them for violating that policy. Which is one reason the Marlins just can’t come out and say that they intend to pocket Revenue Sharing monies to help fund their portion of the planned stadium construction costs. Assuming that were true.

Revenue Sharing payer teams – i.e. Yankees, Mets, etc. – While they too benefit from MLB’s veil of secrecy regarding their finances – both NY teams are currently having stadiums built which will benefit from public monies [see NYT article] – it must still grate them to watch teams like the Marlins & Rays pocket their money. But apparently not enough of a problem for them to mess with their golden goose or they would have insisted on provisions which left no doubt as to how teams receiving monies would have to spend those monies. I would assume that Revenue Sharing payer teams are an excellent source of information for Forbes researchers.

But if you doubt the resentment, just read what the Yankee’s Hank Steinbrenner said recently. “I don’t want these teams in general to forget who subsidizes a lot of them, and it’s the Yankees, the Red Sox, Dodgers, Mets,” he said to The New York Post. “I would prefer if teams want to target the Yankees that they at least start giving some of that revenue sharing and luxury tax money back.”

Local Media – Because the Marlins finances are not public information, there is a limit as to how strongly they can attack the Marlins claims, without having to back down because of a lack of hard evidence. In addition, it is not the type of material which the typical sports reader or listener could be expected to be interested in. Aside from making a name for themselves, there are practically no incentives for people in the media to pursue this issue. In fact, the incentives would if anything, argue for a harmonious relationship, given their inter-dependence from an advertising and programming perspective.

Players Union – These guys are killing my incentive narrative. If the Yankees are ‘taxed’ $76 million, which could have been spent on a multi-year deal for some aging pitcher who would have broken down in 18 months, and the Marlins & Rays proceed to not use those monies for player salaries – that would appear to be an invitation for the Players Union to get involved [insert steroids conspiracy theory here].

Local Government – Those who oppose public monies to build stadiums for sports franchises are the other group whose interests would coincide with getting into the Marlins finances. However, their arguments are often too populist [rich owner rant, etc] to have a meaningful effect.

Marlin Fans – We have no leverage. Hey it’s not like threatening to stay away is still an option.

To put the conflict among the various parties in economic terms; While at a macro-level it may be desirable for each entity to pursue their own interests [see Adam Smith], at the micro-level it frequently gets messy and complicated [see Virgil Sollozzo].

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P3 – C’mon dude, not even Loria?

Well in his case, let’s just say you should not worry about how his investment is doing. John Brattain from The Hardball Times documents it nicely.

Look, the effort to shed light on the Marlins finances is not meant to be an attack on the organization. As I’ve tried to make clear, they have acted in a manner consistent with their interests and other MLB teams in similar circumstances. It’s just that on this issue – the veil of secrecy re MLB finances – our interests [mine as a fan] do not coincide. To be fair, Mr Loria has his fans, even science writer Natalie Angier champions his cause.

Actually, a good case can and was made by a prominent sports economist, J.C. Bradbury, that the Marlins are one of the most effective organizations in MLB. He ranked them #1 for the years analyzed in his book, 2003 through 2005. In addition he recently posted a lengthy argument on his baseball blog titled, Defending the Marlins, which I believe makes excellent points, including a very interesting statistical analysis about the effects of free agent signings on attendance, but most relevant to this blog was the following:

“While some of this might be luck, I think good management explains most of the difference. Some of that money not going to player payroll is going to baseball operations devoted to scouting young talent that is cheap. And because this practice yields substantial savings over signing expensive free agents, then this is a good use of funds. At least the Marlins deserve credit for putting a better field on the team than most teams with similar budgets.

If the Marlins can build a good core with cheap players, why doesn’t its front office fill out its roster with quality free agents in order to make a stronger bid for the post-season? Another point that I want to make is that Marlins fans don’t seem to be as sensitive to winning as other major-league franchises. Thus, buying free agents doesn’t yield the return at the turnstiles like it does for other teams.”

I would just note that until it can be better explained how the Marlins impressive scouting performance would equate to having spent a significantly greater amount of money in that area – i.e. How did they differ appreciably in their operations from what other MLB teams do? – then I think it makes sense to assume that their results have more to do with the quality of the work of Larry Beinfest, Michael Hill and their scouts as opposed to having invested more money into their infrastructure than other MLB teams. I start out with the assumption that most teams do roughly the same things in scouting and development, but that some are just better at it.

In practical terms, do they have operations in 10 countries as opposed to only 5 for most other teams? Are their scouting operations consistently staffed at significantly higher levels and with better paid scouts? Do the number of baseball academies they run exceed what the other 4 lowest revenue teams do?

That aside, I think Mr Bradbury makes a good case for teams relying more on prospects than free agents. But if those teams are receiving Revenue Sharing [RS] monies, it also means they probably violate the CBA’s provisions regarding what they are supposed to do with those monies. Why shouldn’t the fans participate in the RS windfall with a drop in ticket prices? If MLB prefers not to enforce a salary floor on the RS receiver teams, why not force teams like the Marlins to slash ticket prices? It would reduce their RS driven operational profits, create goodwill and an incentive for the team to spend money in the future.

My point is not exactly how the Marlins should spend their monies. But that given their current levels of payroll and national revenues, there can be no ‘rational’ doubt as to the Marlins’ profitability at the levels which Forbes estimates and that they are violating MLB’s provision regarding what they should be doing with the revenue sharing monies received.

So the answer to the question – Could we have afforded Miguel Cabrera [at Detriot Tiger rates]? – might be yes, but no thanks, we’ve got a better plan. But among reasonable people, the answer can’t be no, because we don’t have the revenues.

 

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P4 – How reliable is Forbes?

Since it is not in MLB’s interests to divulge or get into any specifics regarding their finances, they have generally have just said that Forbes was wrong and noted that they did not have access to MLB’s financial statements. However in 2002, when Commissioner Selig again noted that the Forbes amounts were fiction, MLB met with Forbes [see ESPN article] and here were the specific disputes between them for the 2001 season:

  • Forbes reported that MLB had $3.57 billion in Revenues
  • MLB acknowleged $3.55 billion in Revenues
  • Forbes reported that MLB had $3.49 billion in Expenses
  • MLB acknowleged $3.78 billion in Expenses

The significant difference in expenses was attributable to items Forbes was aware of, but disputed MLB’s assertion as to the losses associated with them, i.e. minor league operations.

Among various bloggers dedicated to following baseball, there is little faith in MLB’s claims, as noted by the analysis provided by Doug Pappas in Baseball Prospectus back in 2002. In March of 2008, Maury Brown of The Biz of Baseball, characterized the Marlins approach as “living on corporate welfare.”

Even in cases where people take exception with Forbes amounts, as with John Beamer at the Hardball Times during 2007, the concerns are about their methodology regarding the team valuations [a subject we have avoided here], as opposed to doubting MLB’s profitability.

If anything, Mr Beamer’s concern regarding revenues and expenses are that Forbes might have overstated expenses in years prior to 2005. Regarding the Marlins 2006 financial performance, he notes, “they slashed payroll and stashed the loot.”

Think of it in terms of your own jobs. If your credibility were on the line, how likely do you think it would be for you to improve over a 10 year period? A better argument criticizing their accuracy could have been made in the early years. When you factor in that they were almost exact in terms of revenues back in 2001 and that their sources and methodology should have improved over time – Forbes performs the same franchise valuation analysis for every major sport – all those factors argue in favor of Forbes accuracy.

In addition, the Columbia Journalism Review looked at the dispute between Forbes and MLB and gave Forbes the benefit of the doubt, while acknowledging that without proof that Forbes actual saw MLB Team’s financials, there could not be certainty about their figures.

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P5 – Could Florida do Wisconsin?

Could the Florida Marlins finances be reviewed as the Milwaukee Brewers were?

I don’t know, but I doubt it. Any MLB team would fight it at all costs. The Brewers’ situation was a rare exception, given the fact that their owner also happened to be the MLB Commissioner. Who knows, it may not even be the Marlins call within its contractual obligations to MLB. But it’s worth asking our elected representatives to push for something similar, if only to watch them squirm.

The basis for the State of Wisconsin “limited-scope review” was concern over the Brewers reduction in player salaries at a time when they were using public monies to construct Miller Park, which opened in 2001. Any similarities to the Marlins situation is strictly intentional. The limited-scope description means that it was not a full-blown audit, and as such could not have been expected to be as thorough and complete as an audit. Bottom line, the State of Wisconsin probably did not get to see anything the Brewers truly wanted to keep from them.

A limited-scope review is much different than an audit, yet the public probably did not focus on the fact that the work performed by Wisconsin’s Legislative Audit Bureau was not an audit. Case in point, the linked article by a State of Wisconsin web site, alternately refers to the work as an “audit” or an “examination.”

In terms of public relations, the Brewers and Commissioner Selig benefited from the confusion. They had an incentive to appear open and avoid totally opening their books. The Legislature had an incentive to be appearing to do something. Everyone’s incentives were met.

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P6 – What do the Locals say?

April 18, 2008

It’s a rite of spring: Forbes comes out with its team value estimates and tells the world the Marlins are raking in a huge profit … and the Marlins insist those numbers are pure fantasy.


Here’s what team president David Samson told our Juan Rodriguez: “Every year I continue to be surprised at the absolute inaccuracy that a so-called reputable magazine is willing to print. We’ve never gotten called by them (at Forbes). We’ve never been asked to verify, deny, confirm, nothing. It’s just a shame their readership is forced to read numbers that aren’t true. I know the number they have for the Marlins is simply wrong. They have no information of any kind on which to base that article.”


Maybe not, but it’s not like Forbes is Deadspin or The Onion or Jo-Jo’s Baseball Blog. A magazine that covers financial news better than almost anyone else can’t possibly be off by $36 million on this one, can it?

Mike Berardino – Sun-Sentinel


April 2, 2008

“Marlins owner Jeffrey Loria has a big, wonderful, unique opportunity this season to build a ton of goodwill with South Florida. He can substantially grow his club’s oft-disappointed fan base.

He can make amends for the embarrassingly low player payrolls. He can help alleviate grumbling over the Orange Bowl site chosen to build the at-long-last-approved stadium. He can even ease the sting if this season proves to be the long, losing campaign most seamheads believe it will be.

He can do all of that by committing publicly to keeping his best players and making sure they are a part of the future beyond the new park’s 2011 opening.”
Greg Cote – Miami Herald

April 1, 2008
“This leads to the predictable wailing about the team’s payroll — the lowest in the sport. But it is hard to fault ownership. What’s the point of doubling the payroll if the team isn’t close? The Royals are wasting $55 million on Gil Meche with no chance of competing. If you were running a business and could lose for $40 million or lose for $21 million, wouldn’t you choose the latter? This is a better alternative than the path of Mr. Marlin’s [Jeff Conine] Orioles, who keep spending dumb money and haven’t had a single winning season in more than a decade.”
Dan Le Batard – Miami Herald

Good point about not spending just to spend, but why deal with a hypothetical when Hanley Ramirez is right in front of us? As Lloyd Benstsen [were he alive] might say, Hanley Ramirez is no Gil Meche. But it’s the same argument made in greater detail on JC Bradbury’s Sabernomics blog.
Jorge Costales

April 1, 2008
“That’s probably why New Haven is home to the Jeffrey Loria Center for the History of Art. It only took a $20 million donation – made to finance construction which will be completed by July 2008], which could have bought another two years of Dontrelle Willis in a Marlins uniform, but everything can’t be about baseball, can it?”
Mike Berardino – Sun-Sentinel

I include the quote about the donation for two reasons:

  1. There seems to a question about Mr Loria’s personal finances and whether he has sufficient capital to operate a MLB team – why else would have MLB provided Loria a $38 million interest-free loan [conditional on resolving the stadium issue] at the time of the franchise purchase? A casual googling only turned up one article which estimated his wealth at $400 million 3 years ago.
  2. A general interest question. If someone gives away $20 million, what would be a reasonable estimate of their private wealth? Let’s use the tithing criteria, I think we can agree that it would be unusual to find someone who gave away more that 10% of their wealth, especially if it does not relate to a tragic incident or an end of career legacy-insurance move.

Thoughts?
Jorge Costales

March 31, 2008
“The Marlins got $600 million in public money for a new stadium and amenities. They can’t just brush the subject of their embarrassing payroll under the carpet anymore and hope no one notices. As much as they want to, they can’t just keep saying, “This is all we can afford until we get our new stadium.”

These owners get $30 million in revenue sharing from other teams, which neither H. Wayne Huizenga or John Henry got in their tenures. They also get $30 million in local and national TV money. All that before selling a ticket.”
David Hyde – Sun-Sentinel

Posted in Marlins Ballpark & Finances | Tagged | 6 Comments

P7 – Blog links by subject

April 2008

I have trouble trusting anyone who says “trust me,” so here is all the info which leads me to my conclusions. I will be updating this list periodically. Please pass along any suggestions or links you think would be useful.

I am considering developing the ‘Marlins Denials’ into a sitcom.

Anti-trust exemption – Washington Post series part 1 – June 2004
Anti-trust exemption – Washington Post series part 2 – June 2004
Anti-trust exemption – Washington Post series part 3 – June 2004
Blog mention – Sabernomics – April 2008
Blog mention – The Hardball Times – April 2008
Broadcasts – National contracts – Mediaweek – July 2006
Cable – Ratings – Palm Beach Post – March 2008
Cable – Regional Sports Networks [RSN] strategies – Mediaweek – March 2008
Cable – RSN strategies – The Hardball Times – March 2007
Cable – Revenues driven by media market – San Antonio Express – April 2006
CBA – Collective Bargaining Agreement – MLB – October 2006
CBA – Biz of Baseball – Maury Brown interviews Andrew Zimbalist – November 2006
CBA – Sports Biz News – October 2006
CBA – Yahoo Sports – Jeff Passan – October 2006
Expenses – MLB Player Salaries – USA Today – Annual
Expenses – Minor league costs – Detroit News – Lynn Henning – April 2008
Expenses – Player Development Expenses – Sports Business Journal – Andrew Zimbalist – March 2008
Expenses – Minor league player costs – MiLB
Forbes Accuracy – Forbes Business of Baseball Reporting – Annual
Forbes Accuracy – The Hardball Times – John Beamer – May 2007
Forbes Accuracy – Columbia Journalism Review – Edward Colby – April 2006
Forbes Accuracy – ESPN – AP – April 2002
Forbes Accuracy – Baseball Prospectus – Doug Pappas – April 2002
Marlin Denials – Forbes is a so-called reputable magazine and absolutely inaccurate, no specifics – Sun-Sentinel – Juan C. Rodriguez – April 2008
Marlin Denials – $10 million in marketing and other hidden costs – Sun-Sentinel – Dave Hyde – April 2008
Marlin Denials – Marlins are revenue-neutral [no profit] – Sun-Sentinel – Mike Berardino – April 2007
Marlin Denials – Low-revenues & highest marketing costs in MLB – Miami Herald – Clark Spencer – March 2008
Marlin Denials – Farm system costs over $20 million – David Samson 790 Radio Show [halfway through program] – December 2007
Marlin Denials – Acknowledging that the Marlins are the “biggest revenue [sharing] taker” in MLB – The Biz of Baseball – Maury Brown – February 2006
Marlin Denials – Acknowledging the big difference between paper losses [depreciation] and operating results – ESPN – Darren Rovell – April 2004
Marlin Management – Sabernomics – J.C. Bradbury – March 2008
Marlin Management – The Hardball Times – John Brattain – March 2008
Marlin Management – The Biz of Baseball – Maury Brown – March 2008
Marlin Management – Sports Business Journal – Eric Fisher – January 2006
Marlin Management – Washington Post – Steve Fainaru – June 2004
Marlin Management – Forbes – Nathan Vardi – April 2004
Marlin Management – South Florida CEO – Jeff Zbar – April 2003
MLB Economics – $6 Billion in Revenue – Milwaukee Journal – October 2007
MLB Economics – Economists discussion – The Biz of Baseball – May 2007
MLBAM – Advanced Media growth – USA Today – December 2007
Revenues – Attendance – ESPN – Annual
Revenues – Central Fund & Rev Sharing – NYT – Michael Lewis – Nov 2007
Revenues – 2007 Revenue Sharing – MLB.com – Mike Bauman – Sept 2007
Revenues – Central Fund & Rev Sharing – Sports Biz News – October 2006
Revenues – Central Fund & Rev Sharing – Pittsburgh Tribune – June 2006
Revenues – Central Fund & Rev Sharing – NYT – Murray Chass – April 2006
Revenues – Central Fund & Rev Sharing – WSJ – Stefan Fatsis – April 2006
Revenues – Line by line revenue forecasts – USA Today – December 2001
Stadium – Braman suit – Sun-Sentinel – Sarah Talalay – May 2008
Stadium – Approved – Sun-Sentinel – Sarah Talalay – February 2008
Stadium – Approved – USA Today – AP – February 2008
State of Wisconsin – Limited-scope Review – May 2004

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P8 – So what’s your point?

Drawing is of the newly proposed Florida Marlins Ballpark

March 2008

As the Florida Marlins enter into a partnership with local government – given the public monies, albeit mostly tourist tax dollars, used to finance the Marlins new home in my Little Havana neighborhood – I expect that there will be greater scrutiny on how they run their franchise, specifically with respect to player salaries and their profitability. As someone with a financial background, I watch in slight amazement as the Marlins management suggests, typically without specifics [understandably we now realize], that they are not profitable. Further, they seem rather dismissive in suggesting that their finances involve concepts beyond the grasp of their fans.

Normally, when someone points out that their finances are private and they won’t provide you access to them, that would cut-off most conversations fairly quickly. But in the case of MLB, their player contracts, attendance and network television deals are public knowledge. In other words, their main revenues and expenses are in the public domain, just not specifically allocated. Forbes, one of the most prestigious business publications in the US, has provided a yearly franchise valuation of every MLB team since 1998. In the course of that valuation, Forbes’ analysis estimates such key financial information as total revenues, player expenses and operating income or loss.

I intend to provide a website which will help Marlin fans follow the finances of their team – stadium issue included. My goal is that whenever the topic of the Florida Marlins finances arises, us fans have a readily accessible source of information to combat those who [understandably] seek to confuse us.

I would prefer not to see Mr Loria, or any other owner, profit from projects which involve public monies. But that is not how this issue has played out all over the US. The Marlins scheduled level of contributions for the stadium are consistent with other recent deals between MLB and local governments. As such, I don’t feel strongly enough about wanting to avoid the rich guy getting richer scenario [envy], to wish to see the franchise leave. So I support having the stadium built for the Marlins.

Bottom line, people who own desirable products [MLB franchise] typically profit in one way or another, that’s the goal. But for now, I just can’t sit back and allow them to pretend otherwise, without giving a blog.

 

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William F Buckley Jr, Catholic – RIP

A great American and a very public and committed Catholic died today. Among the many people WFB inspired, was me. Watching him abuse Phil Donahue, led to me to watch him debate, a first for me, George McGovern. Which led me to get his latest book, which led me to his magazine, National Review – still remember the Pol Pot cover in 1978. Soon I was ordering Firing Line transcripts [PO Box 5966 / Columbia SC 29250]. It was odd and comforting to find out over the years that the effect he had on me repeated itself all over our country.

For me it was love at first attack on liberalism – he was smart, patriotic, sarcastic and unapologetic about his beliefs – Ayn Rand once ‘accused’ him of being too intelligent to believe in God – somewhere I read and never forgot his description of liberals:

People who mean well but do ill and then justify their ill-doing by their well-meaning.

Buckley had the following exchange with Gore Vidal in 1968. He later apologized for losing his temper, but was not technically incorrect in referring to Mr Vidal as a homosexual, the slang term used [queer], is what was considered inappropriate.

Tributes:
WFB impact on NY Politics
Gary Becker

Please note the following you tube videos involving WFB:
1968 – Debating Gore Vidal P1 – ABC News – 4:50 minutes
1968 – Debating Gore Vidal P2 – ABC News – 1:45 minutes
1969 – Firing Line – Norm Chomsky – 1:45 minutes
198? – WFB on – Nightline – 2:36 minutes
1990 – Mortimer Adler http://only on Firing Line – 9:23 minutes
1996 – WFB on – Drud Legalization – 9:16 minutes
2004 – WFB interviewed on – Charlie Rose – 53:00 minutes
2007 – WFB interviewed on – Fox – 8:35 minutes
2007 – WFB interviewed on – Charlie Rose – [begins at 17:00] 38:25 minutes
2008 – The best of WFB P1 – Hale Media – 7:53 minutes
2008 – The best of WFB P2 – Hale Media – 6:26 minutes
2008 – Christopher Matthews and Peggy Noonan – MSNBC – 6:03 minutes
2008 – Brit Hume – Fox – 3:27 minutes
2008 – Garry Wills – 1:45 minutes
2008 – This I Believe – 4:06 minutes
2008 – Retrospective Charlie Rose – 56:44 minutes

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Juno by Gabriela Costales

January 2008

Juno sounds like a comedy, but it does have some serious matters in it. This movie is about a 16 year old girl who becomes pregnant. The father is her friend. So this movie is also good because Juno turns away from abortion and decides to have the baby and give it away to a good family.

Juno pretends she doesn’t really care, but she still tries to find the perfect family which shows that inside she does care about the baby. So she finds a family that she thinks will be perfect. The couple had not been able to have a baby and the wife is desperate, but the husband pretends to want to be a father but doesn’t really care. Juno becomes good friends with the husband, but later the husband turns out to be a jerk and divorces his wife. Juno gives the baby to the wife anyways because she trusts her, Juno then decides to talk to the real father again and they start up their bond again. They realize that they still like each other and go out with each other.

A happy ending like this probably does not happen in real life situations. Most girls like this have abortions or the father wants nothing to do with her.

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Sub-prime Mortgage Problem For Dummies

Good article about how collateralized debt obligations were used to generate fees from sub-prime mortgage loans. There is perhaps an inevitable tone to the article which now makes it seem obvious what the effects of these type of financial instruments would be. But why wasn’t it more evident at the time to those responsible for looking out for risks? I’m uncomfortable with assuming that everyone is corrupt. But the combination of a few corrupt individuals, executives desperate to hit a quarterly revenue target and regulators who don’t wish to appear ignorant is the mix I would bet on.

See complete WSJ article copied below.
—————————-

Wall Street Wizardry Amplified Credit Crisis

A CDO Called Norma Left ‘Hairball of Risk’; Tailored by Merrill Lynch

In recent years, as home prices and mortgage lending boomed, bankers found ever-more-clever ways to repackage trillions of dollars in loans, selling them off in slivers to investors around the world. Financiers and regulators figured all the activity would disperse risk, and maybe even make markets safer and stronger.

Then along came Norma.

Norma CDO I Ltd., as its full name goes, is one of a new breed of mortgage investments created in the waning days of the U.S. housing boom. Instead of spreading the risk of a global home-finance boom, the instruments have magnified and concentrated the effects of the subprime-mortgage bust. They are now behind tens of billions of dollars of write-downs at some of the world’s largest banks, including the $9.4 billion announced last week by Morgan Stanley.

[Go to graphic]

Norma illustrates how investors and Wall Street, in their efforts to keep a lucrative market going, took a good idea too far. Created at the behest of an Illinois hedge fund looking for a tailor-made bet on subprime mortgages, the vehicle was brought into existence by Merrill Lynch & Co. and a posse of little-known partners.

In its use of newfangled derivatives, Norma contributed to a speculative market that dwarfed the value of the subprime mortgages on which it was based. It was also part of a chain of mortgage-linked investments that took stakes in one another. The practice generated fees for a handful of big banks. But, say critics, it created little value for investors or the broader economy.

“Everyone was passing the risk to the next deal and keeping it within a closed system,” says Ann Rutledge, a principal of R&R Consulting, a New York structured-finance consultancy. “If you hold my risk and I hold yours, we can say whatever we think it’s worth and generate fees from that. It’s like…creating artificial value.”

Only nine months after selling $1.5 billion in securities to investors, Norma is worth a fraction of its original value. Credit-rating firms, which once signed off approvingly on the deal, have slashed its ratings to junk.

The concept behind Norma, known as a collateralized debt obligation, has been in use since the 1980s. A CDO, most broadly, is a device that repackages the income from a pool of bonds, derivatives or other investments. A mortgage CDO might own pieces of a hundred or more bonds, each of which contains thousands of individual mortgages. Ideally, this diversification makes investors in the CDO less vulnerable to the problems of a single borrower or security.

The CDO issues a new set of securities, each bearing a different degree of risk. The highest-risk pieces of a CDO pay their investors higher returns. Pieces with lower risk, and higher credit ratings, pay less. Investors in the lower-risk pieces are first in line to receive income from the CDO’s investments; investors in the higher-risk pieces are first to take losses.

But Norma and similar CDOs added potentially fatal new twists to the model. Rather than diversifying their investments, they bet heavily on securities that had one thing in common: They were among the most vulnerable to a rise in defaults on so-called subprime mortgage loans, typically made to borrowers with poor or patchy credit histories. While this boosted returns, it also increased the chances that losses would hit investors severely.

Also, these CDOs invested in more than simply subprime-backed securities. The CDOs held chunks of each other, as well as derivative contracts that allowed them to bet on mortgage-backed bonds they didn’t own. This magnified risk. Wall Street banks took big pieces of Norma and similar CDOs on their own balance sheets, concentrating the losses rather than spreading them among far-flung investors.

“It is a tangled hairball of risk,” Janet Tavakoli, a Chicago consultant who specializes in CDOs, says of Norma. “In March of 2007, any savvy investor would have thrown this…in the trash bin.”

Penny Stocks

Norma was nurtured in a small office building on a busy road in Roslyn, on the north shore of New York’s Long Island. There, a stocky, 37-year-old money manager named Corey Ribotsky runs a company called N.I.R. Group LLC. Mr. Ribotsky came not from the world of mortgage securities, but from the arena of penny stocks, shares that trade cheaply and often become targets of speculation or manipulation.

[chart]

N.I.R. and its affiliates have taken stakes in 300 companies, some little-known, including a brewer called Bootie Beer Corp., lighting firm Cyberlux Corp. and water-purification company R.G. Global Lifestyles. Mr. Ribotsky’s firms are in litigation in New York federal court with all three companies, which claim N.I.R. manipulated their share prices. Through its lawyer, N.I.R. denies wrongdoing and has accused the companies of failing to repay loans.

Mr. Ribotsky’s firm attracted the attention of Merrill Lynch in 2005. The top underwriter of CDOs from 2004 to mid-2007, Merrill had generated hundreds of millions of dollars in profits from assembling and then helping to distribute CDOs backed by mortgage securities. For each CDO Merrill underwrote, the investment bank earned fees of 1% to 1.50% of the deal’s total size, or as much as $15 million for a typical $1 billion CDO.

To keep underwriting fees coming, Merrill recruited outside firms, called CDO managers. Merrill helped them raise funds, procure the assets for their CDOs and find investors. The managers, for their part, choose assets and later monitor the CDO’s collateral, although many of the structures don’t require much active management. It was an attractive proposition for many start-up firms, which could earn lucrative annual management fees.

Mr. Ribotsky’s entry into the world of CDO managers began at Engineers Country Club on Long Island. There, in 2005, he met Mitchell Elman, a New York criminal-defense lawyer who specializes in drunk-driving and drug cases. Mr. Elman introduced Mr. Ribotsky to Kenneth Margolis, then a high-profile CDO salesman at Merrill, according to people familiar with the situation. Mr. Elman declined to comment.

‘It Sounded Interesting’

Mr. Margolis, who in February 2006 became co-head of Merrill’s CDO banking business, played a key role in seeking out start-up firms to manage CDOs. He put Mr. Ribotsky in contact with a few people who had experience in the mortgage debt market. They included two former Wachovia Corp. bankers, Scott Shannon and Joseph Parish III, who left Wachovia and established their own CDO management firm.

Mr. Ribotsky decided to team up with Messrs. Shannon and Parish. “It sounded interesting and that’s how we ventured into it,” Mr. Ribotsky says. Messrs. Parish and Shannon declined to discuss specifics of Norma.

Together the trio set up a company called N.I.R. Capital Management, which over the next year or so took on the management of three CDOs underwritten by Merrill.

In 2006, Mr. Ribotsky says Merrill came to N.I.R. with a new proposition: One of the investment bank’s clients, a hedge fund, wanted to invest in the riskiest piece of a certain type of CDO. Merrill worked out a general structure for the vehicle. It asked N.I.R. to manage it.

“It was already set up when it was presented to us,” Mr. Ribotsky says. “They interviewed a bunch of managers and selected our team.”

The CDO would be called Norma, after a small constellation in the southern hemisphere. According to people familiar to the matter, the hedge fund was Evanston, Ill.-based Magnetar, a fund that shared its name with a powerful neutron star. Magnetar declined to comment.

On Dec. 7, 2006, Norma was established as a company domiciled in the Cayman Islands. N.I.R., as its manager, would earn fees of some 0.1%, or about $1.5 million a year.

Norma belonged to a class of instruments known as “mezzanine” CDOs, because they invested in securities with middling credit ratings, averaging triple-B. Despite their risks, mezzanine CDOs boomed in the late stages of the credit cycle as investors reached for the higher returns they offered. In the first half of 2007, issuers put out $68 billion in mortgage CDOs containing securities with an average rating of triple-B or the equivalent — the lowest investment-grade rating — or lower, according to research from Lehman Brothers Holdings Inc. That was more than double the level for the same period a year earlier.

Buying Protection

For Norma, N.I.R. assembled $1.5 billion in investments. Most were not actual securities, but derivatives linked to triple-B-rated mortgage securities. Called credit default swaps, these derivatives worked like insurance policies on subprime residential mortgage-backed securities or on the CDOs that held them. Norma, acting as the insurer, would receive a regular premium payment, which it would pass on to its investors. The buyer of protection, which was initially Merrill Lynch, would receive payouts from Norma if the insured securities were hurt by losses. It is unclear whether Merrill retained the insurance, or resold it to other investors who were hedging their subprime exposure or betting on a meltdown.

Many investment banks favored CDOs that contained these credit-default swaps, because they didn’t require the purchase of securities, a process that typically took months. With credit-default swaps, a billion-dollar CDO could be assembled in weeks.

Multiplying Risk

In principle, credit-default swaps help banks and other investors pass along risks they don’t want to keep. But in the case of subprime mortgages, the derivatives have magnified the effect of losses, because they allowed bankers to create an unlimited number of CDOs linked to the same mortgage-backed bonds. UBS Investment Research, a unit of Swiss bank UBS AG, estimates that CDOs sold credit protection on around three times the actual face value of triple-B-rated subprime bonds.

The use of derivatives “multiplied the risk,” says Greg Medcraft, chairman of the American Securitization Forum, an industry association. “The subprime-mortgage crisis is far greater in terms of potential losses than anyone expected because it’s not just physical loans that are defaulting.”

Norma, for its part, bought only about $90 million of mortgage-backed securities, or 6% of its overall holdings. Of that, some were pieces of other CDOs mostly underwritten by Merrill, according to documents reviewed by The Wall Street Journal. These CDOs included Scorpius CDO Ltd., managed by a unit of Cohen & Co., a company run by former Merrill CDO chief Christopher Ricciardi. Later, Norma itself would be among the holdings of Glacier Funding CDO V Ltd., managed by an arm of New York mortgage firm Winter Group.

A Winter Group official said the company declined to comment, as did Cohen & Co.

Such cross-selling benefited banks, because it helped support the flow of new CDOs and underwriting fees. In fact, the bulk of the middle-rated pieces of CDOs underwritten by Merrill were purchased by other CDOs that the investment bank arranged, according to people familiar with the matter. Each CDO sold some of its riskier slices to the next CDO, which then sold its own slices to the next deal, and so on.

Propping Up Prices

Critics say the cross-selling reached such proportions that it artificially propped up the prices of CDOs. Rather than widely dispersing exposure to these mortgages, the practice circulated the same risk among a relatively small number of players.

By early 2007, Norma was ready to face the ratings firms. Different slices of CDOs get different ratings because some protect the others from losses to defaults. A “junior” slice might take the first $30 million in losses on a $1 billion CDO, while a triple-A “senior” slice would not be affected until losses reached $200 million or more.

But the system works only if the securities in the CDO are uncorrelated — that is, if they are unlikely to go bad all at once. Corporate bonds, for example, tend to have low correlation because the companies that issue them operate in different industries, which typically don’t get into trouble simultaneously.

Mortgage securities, by contrast, have turned out to be very similar to one another. They’re all linked to thousands of loans across the U.S. Anything big enough to trigger defaults on a large portion of those loans — like falling home prices across the country — is likely to affect the bonds in a CDO as well. That’s particularly true for the kinds of securities on which mezzanine CDOs made their bets. Triple-B-rated bonds would typically stand to suffer if losses to defaults on the underlying pools of loans reached about 10%.

Easy Credit

When rating companies analyzed Norma, though, they were looking backward to a time when rising house prices and easy credit had kept defaults on subprime mortgages low. Norma’s marketing documents noted plenty of risks for investors but also said that CDO securities had a high degree of ratings stability.

Beyond that, rating firms say they had reason to believe that the securities wouldn’t all go bad at once as the housing market soured. For one, each security contained mortgages from a different mix of lenders, so lending standards might differ from security to security. Also, each security had its own unique team of companies collecting the payments. Yuri Yoshizawa, group managing director at Moody’s Investors Service, says the firm figured some of these mortgage servicers would be better than others at handling problematic loans.

In March, Moody’s, Standard & Poor‘s and Fitch Ratings gave Norma their seal of approval. In its report, Fitch cited growing concern about the subprime mortgage business and the high number of borrowers who obtained loans without proof of income. Still, all three rating companies gave slices comprising 75% of the CDO’s total value their highest, triple-A rating — implying they had as little risk as Treasury bonds of the U.S. government.

Merrill and N.I.R. took Norma to investors. Together, they produced a 78-page pitchbook that bore Merrill’s trademark bull. Inside were nine pages of risk factors that included standard warnings about CDOs. The pitchbook also extolled mortgage securities, which it noted “have historically exhibited lower default rates, higher recovery upon default and better rating stability than comparably rated corporate bonds.”

Most importantly, though, Norma offered high returns: On a riskier triple-B slice, Norma said it would pay investors 5.5 percentage points above the interest rate at which banks lend to each other, known as the London interbank offered rate, or Libor. At the time, that translated into a yield of over 10% on the security — compared with roughly 6% on triple-B corporate bonds.

Network of Contacts

Mr. Ribotsky says the selling required little effort, as Merrill drummed up interest from its network of contacts. “That’s what they get their fees for,” he says.

Norma sold some $525 million in CDO slices — largely the lower-rated ones with higher returns — to investors. Merrill declined to say whether it kept Norma’s triple-A rated, $975 million super-senior tranche or sold it to another financial institution.

Many investment banks with CDO businesses — Citigroup Inc., Morgan Stanley and UBS — frequently kept or bought these super-senior pieces, whose lower returns interested few investors. In doing so, they bet that the top CDO slices, which typically comprised as much as 60% of the whole CDO, were insulated from losses.

By September, Norma was in trouble. Amid a steep decline in house prices and rising defaults on mortgage loans, the value of subprime-backed securities went into a free fall. As increasingly worrisome delinquency data rolled in, analysts upped their estimates of total losses on subprime-backed securities issued in 2006 to 20% or more, a level that would wipe out most triple-B-rated securities.

Within weeks, ratings firms began to change their views. In October, Moody’s downgraded $33.4 billion worth of mortgage-backed securities, including those which Norma had insured. Those downgrades set the stage for a review of CDOs backed by those securities — and then further downgrades.

Mezzanine CDOs such as Norma were the hardest hit. On Nov. 2, Moody’s slashed the ratings on seven of Norma’s nine rated slices, three all the way from investment-grade to junk. Fitch downgraded all nine slices to junk, including two that it had rated triple-A.

Worse Performances

Other mezzanine CDOs, including some underwritten by other investment banks, have had worse performances. Around 30 are now in default, according to S&P. Norma is still paying interest on its securities. It is not known whether it has had to make payouts under the credit default swap agreements.

Ratings companies say their March opinions represented their best read at the time, and called the subprime deterioration unprecedented and unexpectedly rapid. “It’s one of the worst performances that we’ve seen,” says Kevin Kendra, a managing director at Fitch. “The world has changed quite drastically — and our view of the world has changed quite drastically.”

By mid-December, $153.5 billion in CDO slices had been downgraded, according to Deutsche Bank. Because banks owned the lion’s share of the mezzanine CDOs, they bore the brunt of the losses. In all, banks’ write-downs on mortgage investments announced so far add up to more than $70 billion.

For larger banks, holdings of mezzanine CDOs could account for one-third to three-quarters of the total losses. In addition to the $9.4 billion fourth-quarter write-down Morgan Stanley just announced it would take, Citigroup has projected its fourth-quarter write-down could reach $11 billion. UBS said this month it would take a $10 billion write-down after taking a $4.4 billion third-quarter loss.

Merrill, for its part, took a $7.9 billion write-down on mortgage-related holdings in the third quarter. Analysts expect it to write down a similar amount in the current quarter, which would represent the largest losses of any bank. News of the losses have led to the ouster of CEO Stan O’Neal and Osman Semerci, the bank’s global head of fixed income. Mr. Margolis left this summer.

Mr. Ribotsky says he doesn’t have plans to do any more CDOs at the current time. “Obviously, we’re not happy about the occurrences in the marketplace,” he says.

Write to Carrick Mollenkamp at carrick.mollenkamp@wsj.com and Serena Ng at serena.ng@wsj.com

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