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Alloy Online gets past analysts&#039 estimates

Alloy Online posted a smaller-than-expected loss in its second quarter Wednesday, losing $5.7 million, or 31 cents a share, on sales of $11.1 million.

First Call Corp. consensus expected the provider of content, commerce and entertainment to the Generation Y crowd to lose 34 cents a share in the quarter.

Alloy Online (Nasdaq: ALOY) shares closed up 7/32 to 8 15/16 ahead of the earnings report.

The $11.1 million in sales represents a 191 percent improvement from the year-ago quarter when it lost $3.1 million, or 23 cents a share, on sales of $3.8 million.

"I am very pleased to report another strong quarter of revenue growth, solid gross margins and a bottom line ahead of analysts' estimates," said CEO Matthew Diamond in a prepared release.

In the quarter, Alloy Online's consolidated database reached 5.8 million users. Its registered user base jumped to 2.6 million users compared to 850,000 users in the year-ago period.

Last quarter, Alloy Online topped analysts' estimates, losing $5.5 million, or 36 cents a share, on sales of $7.7 million.

Its shares raced up to a 52-week high of 22 1/8 in November before falling to a low of 5 3/4 earlier this month.

First Call Corp. consensus expects it to lose 96 cents a share in the fiscal year.

All seven analysts tracking the stock rate it either a "buy" or "strong buy."