Business Week states that Saga Communications (SGA) is finding a niche in the small cities the giants overlook. That's just fine with David Sowerby, from Loomis Sayles, which has acquired 5% of SGA-- as a play on what he sees as the start of the advertising rebound. SGA's stock has been flat since June, trading at $17-20. But compared with its peers, SGA is cheap, says Sowerby. Moreover, SGA has a cleaner balance sheet, with little debt, and a higher return on equity and cash flow than most rivals. Now trading at $19.70 SGA is worth $28, Sowerby figures, based on his 2004 earnings estimate of $0.70-0.72 per share. Daniel Moore of CJS Securities says advertisers "are anticipating increased spending" in 2004 and that should boost the stock.