ADVANTAGE LEARNING SYSTEMS INC
S-8, 1997-10-28
PREPACKAGED SOFTWARE
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As filed with the Securities and Exchange Commission on October 28, 1997

                                          Registration No. 333-_____

               SECURITIES AND EXCHANGE COMMISSION
                    Washington, D.C.  20549

                            FORM S-8
    REGISTRATION STATEMENT UNDER THE SECURITIES ACT OF 1933




                ADVANTAGE LEARNING SYSTEMS, INC.
     (Exact Name of Registrant as Specified in its Charter)

     Wisconsin                                   39-1559474
     (State of                                (I.R.S. Employer
   Incorporation)                              Identification
                                                   Number)



2911 Peach Street, Wisconsin Rapids, Wisconsin   54495-8036
(Address of Principal Executive Offices)         (Zip Code)



 ADVANTAGE LEARNING SYSTEMS, INC. 1997 STOCK INCENTIVE
                         PLAN
                           


       Michael H. Baum, Chief Executive Officer
           Advantage Learning Systems, Inc.
                   2911 Peach Street
        Wisconsin Rapids, Wisconsin  54495-8036
        (Name and Address of Agent for Service)
                     (715) 424-3636
  (Telephone Number, including area code, of Agent for
                       Service)
                           


                       Copy to:
                           
                  Randall J. Erickson
                 Godfrey & Kahn, S.C.
                780 North Water Street
           Milwaukee, Wisconsin  53202-3590
                    (414) 273-3500




            CALCULATION OF REGISTRATION FEE
                           
 Title of      Amount        Proposed       Proposed       Amount of
securities     to be         maximum        maximum      registration
  to be      registered   offering price    aggregate        fee(1)
registered                 per share(1)  offering price(1)   
                                          
Common                                                      
Stock,       1,500,000        $26.1875      $39,281,250     $11,903.41
$0.01 par                                           
value

(1) The registration fee was calculated pursuant to
Rule 457(c) and Rule 457(h)(1) under the Securities Act
of 1933, as amended.  The registration fee is based on
the average of the high and low price of a share of
Advantage Learning Systems, Inc. common stock on
October 23, 1997 on the Nasdaq National Market, as
reported in the Midwest Edition of The Wall Street
Journal on October 24, 1997.

<PAGE>

                        PART II
                           
  INFORMATION REQUIRED IN THE REGISTRATION STATEMENT
                           
Item 3.   Incorporation of Documents by Reference.

     The following documents are incorporated by
     reference in this Registration Statement:

       (a) The Registrant's latest prospectus filed
       pursuant to Rule 424(b) under the Securities
       Act of 1933, as amended (the "Securities Act");
       and
     
       (b) The description of the Registrant's Common
       Stock contained in the Registrant's
       Registration Statement filed pursuant to
       Section 12 of the Securities Exchange Act of
       1934, as amended (the "Exchange Act"), and any
       amendment or report filed for the purpose of
       updating such description.

     All documents subsequently filed by the Registrant
     pursuant to Sections 13(a), 13(c), 14 and 15(d) of
     the Exchange Act prior to the filing of a post-
     effective amendment which indicates that all
     shares offered have been sold or which deregisters
     all securities then remaining unsold, shall be
     deemed incorporated by reference in this
     Registration Statement and to be part hereof from
     the date of filing such documents.

Item 6.   Indemnification of Directors and Officers.

          Section 180.0851 of the Wisconsin Business
     Corporation Law (the "WBCL") requires a
     corporation to indemnify a director or officer, to
     the extent such person is successful on the merits
     or otherwise in the defense of a proceeding, for
     all reasonable expenses incurred in the
     proceeding, if such person was a party to such
     proceeding because he or she was a director or
     officer of the corporation.  In cases where a
     director or officer is not successful on the
     merits or otherwise in the defense of a
     proceeding, a corporation is required to indemnify
     a director or officer against liability incurred
     by the director or officer in a proceeding if such
     person was a party to such proceeding because he
     or she is a director or officer of the corporation
     unless it is determined that he or she breached or
     failed to perform a duty owed to the corporation
     and such breach or failure to perform constitutes:
     (i) a willful failure to deal fairly with the
     corporation or its shareholders in connection with
     a matter in which the director or officer has a
     material conflict of interest; (ii) a violation of
     criminal law, unless the director or officer had
     reasonable cause to believe his or her conduct was
     lawful or no reasonable cause to believe his or
     her conduct was unlawful; (iii) a transaction from
     which the director or officer derived an improper
     personal profit; or (iv) willful misconduct.
     
          Section 180.0858 of the WBCL provides that
     subject to certain limitations, the mandatory
     indemnification provisions do not preclude any
     additional right to indemnification or allowance
     of expenses that a director or officer may have
     under a corporation's articles of incorporation or
     by-laws, a written agreement between the director
     or officer and the corporation or a resolution of
     the board of directors or the shareholders.
     
          Unless otherwise provided in the articles of
     incorporation or by-laws, or by written agreement
     between the director or officer and the
     corporation, an officer or director seeking
     indemnification is entitled to indemnification if
     approved in any of the following manners as
     specified in Section 180.0855 of the WBCL:  (i) by
     majority vote of a disinterested quorum of the
     board of directors, or if such disinterested
     quorum cannot be obtained, by a majority vote of a
     committee of two or more disinterested directors;
     (ii) by independent legal counsel chosen by a
     quorum of disinterested directors or its committee
     (or if unable to obtain such a quorum or
     committee, by a majority vote of the full board of
     directors); (iii) by a panel of three arbitrators
     (one of which is chosen by a quorum of
     disinterested directors); (iv) by the vote of the
     shareholders; (v) by a court; or (vi) by any other
     method permitted in Section 180.0858 of the WBCL.

<PAGE>

          Reasonable expenses incurred by a director or
     officer who is a party to a proceeding may be
     reimbursed by a corporation, pursuant to Section
     180.0853 of the WBCL, at such time as the director
     or officer furnishes to the corporation written
     affirmation of his or her good faith that he or
     she has not breached or failed to perform his or
     her duties; and written confirmation to repay any
     amounts advanced if it is determined that
     indemnification by the corporation is not
     required.
     
          Section 180.0859 of the WBCL provides that it
     is the public policy of the State of Wisconsin to
     require or permit indemnification, allowance of
     expenses and insurance to the extent required or
     permitted under Sections 180.0850 to 180.0858 of
     the WBCL for any liability incurred in connection
     with any proceeding involving a federal or state
     statute, rule or regulation regulating the offer,
     sale or purchase of securities.
     
          As permitted by Section 180.0858, the
     Registrant has adopted indemnification provisions
     in its by-laws which closely track the statutory
     indemnification provisions with certain
     exceptions.  In particular, Section 7.1 of the
     Registrant's by-laws, among other items, provides
     that (i) an individual shall be indemnified unless
     it is proven by a final judicial adjudication that
     indemnification is prohibited and (ii) payment or
     reimbursement of expenses, subject to certain
     limitations, will be mandatory rather than
     permissive.  The Registrant has purchased
     directors' and officers' liability insurance which
     insures the Registrant's officers and directors
     against certain liabilities which may arise under
     the Securities Act.
     
Item 8.   Exhibits.

4    Advantage Learning Systems, Inc. 1997 Stock
     Incentive Plan (as amended and restated).

5    Opinion of Godfrey & Kahn, S.C. regarding legality
     of the Common Stock being registered.

23.1 Consent of Arthur Andersen LLP.

23.2 Consent of Godfrey & Kahn, S.C., included in
     Exhibit 5.

24   Powers of Attorney (included in the signature page
     of this Registration Statement).

Item 9.   Undertakings.*

     The Registrant hereby undertakes:

(a)  (1)  To file, during any period in which offers or
     sales are being made, a post-effective amendment
     to this Registration Statement to include any
     material information with respect to the plan of
     distribution not previously disclosed in the
     Registration Statement or any material change to
     such information in the Registration Statement.

     (2)  That, for the purpose of determining any
     liability under the Securities Act, each such post-
     effective amendment shall be deemed to be a new
     registration statement relating to the securities
     offered therein, and the offering of such
     securities at that time shall be deemed to be the
     initial bona fide offering thereof.

     (3)  To remove from registration by means of a
     post-effective amendment any of the securities
     being registered which remain unsold at the
     termination of the offering.

(b)  (4)  That, for purposes of determining any
     liability under the Securities Act, each filing of
     the Registrant's annual report pursuant to Section
     13(a) or Section 15(d) of the Exchange Act (and,
     where applicable, each filing of an employee
     benefit plan's annual report pursuant to Section
     15(d) of the Exchange Act) that is incorporated by
     reference in the Registration Statement shall be
     deemed to be a new registration statement relating
     to the securities offered therein, and the
     offering of such securities at that time shall be
     deemed to be the initial bona fide offering
     thereof.

<PAGE>

(h)  (5)  Insofar as indemnification for liabilities
     arising under the Securities Act may be permitted
     to directors, officers and controlling persons of
     the Registrant pursuant to the provisions of Item
     6 of this Registration Statement, or otherwise,
     the Registrant has been advised that in the
     opinion of the Securities and Exchange Commission
     such indemnification is against public policy as
     expressed in the Securities Act and is, therefore,
     unenforceable.  In the event that a claim for
     indemnification against such liabilities (other
     than the payment by the Registrant of expenses
     incurred or paid by a director, officer or
     controlling person of the Registrant in the
     successful defense of any action, suit or
     proceeding) is asserted by such director, officer
     or controlling person in connection with the
     securities being registered, the Registrant will,
     unless in the opinion of its counsel the matter
     has been settled by controlling precedent, submit
     to a court of appropriate jurisdiction the
     question whether such indemnification by it is
     against public policy as expressed in the
     Securities Act and will be governed by the final
     adjudication of such issue.


____________________

*Paragraphs correspond to Item 512 of Regulation S-K.

<PAGE>

                     SIGNATURES

     Pursuant to the requirements of the Securities Act
of 1933, as amended, the Registrant certifies that it
has reasonable grounds to believe that it meets all of
the requirements for filing on Form S-8 and has duly
caused this Registration Statement to be signed on its
behalf by the undersigned, thereunto duly authorized,
in the City of Wisconsin Rapids, State of Wisconsin, on
October 27, 1997.

                              ADVANTAGE LEARNING
                              SYSTEMS, INC.
                              
                              By:/s/ Michael H. Baum
                                 -----------------------
                                 Michael H. Baum
                                 Chief Executive
                                 Officer

     Pursuant to the requirements of the Securities Act
of 1933, this Registration Statement has been signed by
the following persons in the capacities and on the
dates indicated.  Each person whose signature to this
Registration Statement appears below hereby constitutes
and appoints Michael H. Baum and John R. Hickey, and
each of them, as his or her true and lawful attorney-in-
fact and agent, with full power of substitution, to
sign on his or her behalf individually and in the
capacity stated below and to perform any acts necessary
to be done in order to file all amendments and post-
effective amendments to this Registration Statement,
and any and all instruments or documents filed as part
of or in connection with this Registration Statement or
the amendments thereto and each of the undersigned does
hereby ratify and confirm all that said attorney-in-
fact and agent, or his substitutes, shall do or cause
to be done by virtue hereof.

/s/ Judith A. Paul                      Date:  October 27, 1997
- -----------------------
Judith A. Paul
Chairman of the Board

/s/ Terrance D. Paul                    Date:  October 27, 1997
- -----------------------
Terrance D. Paul
Vice Chairman of the Board

/s/ Michael H. Baum                     Date:  October 27, 1997
- ------------------------
Michael H. Baum
Chief Executive Officer 
and a Director
(Principal Executive Officer)

/s/ John R. Hickey                      Date:  October 27, 1997
- -------------------------
John R. Hickey
President and a Director

/s/ Richard W. Fickey                   Date:  October 27, 1997
- ------------------------
Richard W. Fickey
Secretary and Vice President, 
Finance and Administration 
(Principal Financial and 
Accounting Officer)

/s/ Timothy P. Welch                    Date:  October 27, 1997
- ------------------------
Timothy P. Welch
Director

/s/ Perry S. Akins                      Date:  October 27, 1997
- ------------------------
Perry S. Akins
Director

/s/ John H. Grunewald                   Date:  October 27, 1997
- ------------------------
John H. Grunewald
Director

<PAGE>
                           
                    EXHIBIT INDEX

Exhibits

4    Advantage Learning Systems, Inc. 1997 Stock
     Incentive Plan (as amended and restated).

5    Opinion of Godfrey & Kahn, S.C. regarding legality
     of the Common Stock being registered.

23.1 Consent of Arthur Andersen LLP.

23.2 Consent of Godfrey & Kahn, S.C., included in
     Exhibit 5.

24   Powers of Attorney (included in the signature page
     of this Registration Statement).


           ADVANTAGE LEARNING SYSTEMS, INC.
               1997 STOCK INCENTIVE PLAN
     (as amended and restated on October 23, 1997)



          1.  Objectives.  The Advantage Learning
Systems, Inc. 1997 Stock Incentive Plan is designed to
attract and retain certain selected officers and key
employees and non-employee directors and consultants
whose skills and talents are important to the Company's
operations, and reward them for making major
contributions to the success of the Company.  These
objectives are accomplished by making  awards under the
Plan, thereby providing Participants with a proprietary
interest in the growth and performance of the Company.

          2.  Definitions.

               (a)  "Award" shall mean the grant of any
     form of stock option, stock appreciation right, or
     stock award, whether granted singly, in
     combination or in tandem, to a Plan Participant
     pursuant to such terms, conditions, performance
     requirements, and limitations as the Board or
     Committee may establish in order to fulfill the
     objectives of the Plan.

               (b)  "Award Agreement" shall mean an
     agreement between the Company and a Participant
     that sets forth the terms, conditions, performance
     requirements, and limitations applicable to an
     Award.

               (c)  "Board" shall mean the Board of
     Directors of Advantage Learning Systems, Inc.

               (d)  "Cause" shall mean termination of a
     Participant's employment with the Company for (i)
     any failure of the Participant to substantially
     perform his duties with the Company (other than by
     reason of illness) which occurs after the Company
     has delivered to the Participant a demand
     for performance which specifically identifies the
     manner in which the Company believes the
     Participant has failed to perform his duties, (ii)
     the commission by the Participant of any act of
     dishonesty or disloyalty involving the Company or
     its business, or (iii) the conviction of the
     Participant of a felony or misdemeanor which, in
     the reasonable judgment of the Committee, is
     substantially related to the employee's position
     with the Company.

               (e)  "Change in Control" shall mean any
     of the following events:

               i) the acquisition by an individual,
     entity or group (within the meaning of Section
     13(d)(2) of the Securities Exchange Act of 1934,
     as amended (the "Exchange Act") (a "Person") of
     beneficial ownership (within the meaning of Rule
     13d-3 promulgated under the Exchange Act) of 20%
     or more of either (a) the then outstanding shares
     of common stock of the Company (the "Outstanding
     Company Common Stock") or (b) the combined voting
     power of the then outstanding voting securities of
     the Company entitled to vote generally in the
     election of directors (the "Outstanding Company
     Voting Securities"); provided, however, that for
     purposes of this subsection (i), the following
     acquisitions shall not constitute a Change of
     Control: (a) any acquisition directly from the
     Company, (b) any acquisition by the Company, (c)
     any acquisition by any employee benefit plan (or
     related trust) sponsored or maintained by the
     Company, (d) any acquisition by any corporation
     pursuant to a transaction which complies with
     clauses (a), (b) and (c) of subsection (iii) of
     this Section 2(e) or (e) any acquisition by a
     "related person" as defined below; or

          ii)  individuals who, as of the date hereof,
     constitute the Board (the "Incumbent Board") cease
     for any reason to constitute at least a majority
     of the Board; provided, however, that any
     individual becoming a director subsequent to the
     date hereof whose election, or nomination for
     election by the Company's shareholders, was
     approved by a vote of at least a majority of the
     directors then constituting the Incumbent Board
     shall be considered as though such individual were
     a member of the Incumbent Board, but excluding,
     for this purpose, any such individual whose
     initial assumption of office occurs as a result of
     an actual or threatened election contest with
     respect to the election or removal of directors or
     other actual or threatened solicitation of proxies
     or consents by or on behalf of a person other than
     the Board; or

          iii)  consummation of a reorganization,
     merger or consolidation or sale or other
     disposition of all or substantially all of the
     assets of the Company for which approval of the
     shareholders of the Company is required (a
     "Business Combination"), in each case, unless,
     immediately following such Business Combination,
     (a) all or substantially all of the individuals
     and entities who were the beneficial owners,
     respectively, of the Outstanding Company Common
     Stock and Outstanding Company Voting Securities
     immediately prior to such Business Combination
     beneficially own, directly or indirectly, more
     than 60% of, respectively, the then outstanding
     shares of common stock and the combined voting
     power of the then outstanding voting securities
     entitled to vote generally in the election of
     directors, as the case may be, of the corporation
     resulting from such Business Combination
     (including, without limitation, a corporation
     which as a result of such transaction owns the
     Company or all or substantially all of the
     Company's assets either directly or through one or
     more subsidiaries) in substantially the same
     proportions as their ownership, immediately prior
     to such Business Combination of the Outstanding
     Company Common Stock and Outstanding Company
     Voting Securities, as the case may be, (b) no
     Person (excluding any employee benefit plan (or
     related trust) of the Company or such corporation
     resulting from such Business Combination or a
     related person, as defined below) beneficially
     owns, directly or indirectly, 20% or more of,
     respectively, the then outstanding Common Stock of
     the Corporation resulting from such Business
     Combination or the combined voting power of the
     then outstanding voting securities of such
     corporation except to the extent that such
     ownership existed prior to the Business
     Combination and (c) at least a majority of the
     members of the Board of Directors of the
     corporation resulting from such Business
     Combination were members of the Incumbent Board at
     the time of the execution of he initial agreement,
     or of the action of the Board, providing for such
     Business Combination; or

          iv) approval by the shareholders of the
     Company of a complete liquidation or dissolution
     of the Company.

     For the purposes hereof, a "related person" shall
     mean any one or more members of a group consisting
     of (a) Terrence and Judith Paul, their issue
     and/or spouses of their issue; (b) a trust or
     estate of which one or more persons described in
     (a) are beneficiaries; (c) a corporation or other
     entity in which any one or more persons, trusts or
     estates described in (a) and/or (b) own a majority
     of the profits of such entity; or (d) any
     corporation or other entity which is controlled by
     any corporation or other entity described in (c),
     above.

               (f)  "Common Stock" or "stock" shall
     mean the authorized and issued or unissued $0.01
     par value common stock of the Company.

               (g)  "Code" shall mean the Internal
     Revenue Code of 1986, as amended from time to
     time.

               (h)  "Committee" shall mean the
     Compensation Committee of the Board of Directors
     of Advantage Learning Systems Inc.  The Committee
     shall be comprised of at least two non-employee
     directors, all of  whom are "disinterested" within
     the meaning of Rule 16b-3 promulgated under the
     Exchange Act and "outside directors" within the
     meaning of Section 162(m) of the Code.

               (i)  "Company" shall mean Advantage
     Learning Systems, Inc. and its subsidiaries
     including subsidiaries of subsidiaries and
     partnerships and other business ventures in which
     Advantage Learning Systems Inc. has a significant
     equity interest, as determined in the sole
     discretion of the Committee.

               (j)  "Fair Market Value" shall mean the
     closing sale price of  Common Stock on the NASDAQ
     National Market System as reported in the Midwest
     Edition of the Wall Street Journal for the date in
     question, provided that, if no sales of Common
     Stock were made on said exchange on that date,
     "Fair Market Value" shall mean the closing sale
     price of Common Stock as reported for the most
     recent preceding day on which sales of Common
     Stock were made on exchange, or, failing any such
     sales, such other market price as the Board or the
     Committee may determine in conformity with
     pertinent law and regulations of the Treasury
     Department.

               (k)  "Participant" shall mean a current
     or prospective employee, non-employee director or
     consultant of the Company to whom an Award has
     been made under the Plan.

               (l)  "Plan" shall mean the Advantage
     Learning Systems, Inc. 1997 Stock Incentive Plan.

               (m)  "Retirement" shall mean termination
     of employment with the Company or service as a
     member of the Board after the attainment of age 62
     with at least ten years of service with the
     Company or the Board.

          3.  Eligibility.  Current and prospective
employees, non-employee directors and consultants of
the Company eligible for an Award under the Plan are
those who hold, or will hold, positions of
responsibility and whose performance, in the judgment
of the Board, the Committee or the management of the
Company, can have a significant effect on the success
of the Company.

          4.  Common Stock Available for Awards.  The
number of shares that may be issued under the Plan for
Awards granted wholly or partly in stock during the
term of the Plan is 1,500,000, subject to adjustment as
provided in Section 14 hereof, provided that not more
than 750,000 shares may be subject to incentive stock
options.  Included in this share limit are Awards
denominated in units of stock that may be redeemed or
exercised for cash as well as for stock.  The Company
shall take whatever actions are necessary to file
required documents with the U.S. Securities and
Exchange Commission and any other appropriate
governmental authorities and stock exchanges to make
shares of Common Stock available for issuance pursuant
to Awards.  Common Stock related to Awards that are
forfeited, terminated, expire unexercised, settled in
cash in lieu of stock or in such manner that all or
some of the shares covered by an Award are not issued
to a Participant, shall immediately become available
for Awards.  No employee shall be eligible to receive
Awards aggregating more than 750,000 shares of Common
Stock reserved under the Plan during the term of the
Plan, subject to adjustment as provided in Section 14
hereof.

          5.  Administration.  The Plan shall be
administered by the Board prior to the initial public
offering of the Common Stock (the "IPO"), and after the
IPO by the Committee, which shall respectively have
full and exclusive power to interpret the Plan, to
determine which current and prospective employees, non-
employee directors and consultants are Plan
Participants, to grant waivers of Award restrictions,
and to adopt such rules, regulations and guidelines for
carrying out the Plan as it may deem necessary or
proper, all of which powers shall be executed in the
best interests of the Company and in keeping with the
objectives of the Plan.  These powers include the
adoption of modifications, amendments, procedures,
subplans and the like as are necessary to comply with
provisions of the laws and regulations of the countries
in which the Company operates in order to assure the
viability of Awards granted under the Plan and to
enable Participants regardless of where employed to
receive advantages and benefits under the Plan and such
laws and regulations.  Notwithstanding the foregoing,
any Award made to a non-employee director must be
approved by the Board.

          6.  Delegation of Authority.  The Committee
may delegate to the chief executive officer and to
other senior officers of the Company its duties under
the Plan pursuant to such conditions or limitations as
the Committee may establish.

          7.  Awards.  The Committee shall determine
the type or types of Award(s) to be made to each
Participant and shall set forth in the related Award
Agreement the terms, conditions, performance
requirements, and limitations applicable to each Award
including, but not limited to, continuous service with
the Company, achievement of specific business
objectives, increases in specified indices, attaining
growth rates, and other comparable measurements of
Company performance.  Awards may include, but are not
limited to, those listed in this Section 7.  Awards may
be granted singly, in combination or in tandem.  Awards
may also be made in combination or in tandem with, in
replacement of, or as alternatives to, grants or rights
under any other employee plan of the Company, including
the plan of any acquired entity.  In all events, upon
the occurrence of a Change in Control, all Awards will
become fully vested and immediately exercisable.

               (a)  Stock Option.  A grant of a right
     to purchase a specified number of shares of Common
     Stock the purchase price of which shall be not
     less than 100% of Fair Market Value on the date of
     grant, as determined by the Committee.  A stock
     option may be in the form of a nonqualified stock
     option or an incentive stock option ("ISO").  An
     ISO, in addition to being subject to applicable
     terms, conditions and limitations established by
     the Committee, complies with Section 422 of the
     Code which, among other limitations, provides that
     the aggregate Fair Market Value (determined at the
     time the option is granted) of Common Stock for
     which ISOs are exercisable for the first time by a
     Participant during any calendar year shall not
     exceed $100,000; that ISOs shall be priced at not
     less than 100% of the Fair Market Value on the
     date of the grant (110% in the case of a
     Participant who is a 10% shareholder of the
     Company within the meaning of Section 422 of the
     Code); and that ISOs shall be exercisable for a
     period of not more than ten years (five years in
     the case of a Participant who is a 10% shareholder
     of the Company).

               (b)  Stock Appreciation Right.  A right
     to receive a payment, in cash and/or Common Stock,
     equal to the excess of the Fair Market Value of a
     specified number of shares of Common Stock on the
     date the stock appreciation right ("SAR") is
     exercised over the Fair Market Value on the date
     of grant of the SAR as set forth in the applicable
     Award Agreement.

               (c)  Stock Award.  An Award made in
     stock or denominated in units of stock.  Such
     Awards may be based on Fair Market Value or other
     specified valuation with the eventual payment
     amount subject to future service and such other
     restrictions and conditions as may be established
     by the Committee and as set forth in the Award
     Agreement.

          8.  Payment of Awards.  Payment of Awards may
be made in the form of cash, stock or combinations
thereof and may include such restrictions as the
Committee shall determine, including in the case of
stock, restrictions on transfer and forfeiture
provisions.  When transfer of stock is so restricted or
subject to forfeiture provisions, it is referred to as
"Restricted Stock." The Committee may permit selected
Participants to elect to defer payments of some or all
types of Awards in accordance with procedures
established by the Committee which are intended to
permit such deferrals to comply with applicable
requirements of the Code including, at the choice of
Participants, the capability to make further deferrals
for payment after retirement. Dividends or dividend
equivalent rights may be extended to and made part of
any Award denominated in stock or units of stock,
subject to such terms, conditions and restrictions as
the Committee may establish.  The Committee may also
establish rules and procedures for the crediting of
interest on deferred cash payments and dividend
equivalents for deferred payments denominated in stock
or units of stock.

          9.  Stock Option Exercise.  The price at
which shares of Common Stock may be purchased under a
Stock Option shall be paid in full at the time of the
exercise in cash or, if permitted by the Committee, by
means of tendering Common Stock, either directly or by
attestation, valued at Fair Market Value on the date of
exercise, or any combination thereof.

          10.  Tax Withholding.  The Company shall have
the right to deduct applicable taxes from any Award
payment and withhold, at the time of delivery or
vesting of shares under the Plan, an appropriate number
of shares for payment of taxes required by law or to
take such other action as may be necessary in the
opinion of the Company to satisfy all obligations for
withholding of such taxes.  The Company may defer
making delivery with respect to cash and/or Common
Stock obtained pursuant to an Award hereunder until
arrangements satisfactory to it have been made with
respect to any such withholding obligation.  If Common
Stock is used to satisfy tax withholding, such stock
shall be valued based on the Fair Market Value when the
tax withholding is required to be made.

          11.  Amendment, Modification, Suspension or
Discontinuance of the Plan.  The Board may terminate
the Plan or make such modifications or amendments
thereto as it shall deem advisable in order to conform
to any law or regulation applicable thereto; provided,
however, that the Board may not, unless otherwise
permitted under applicable law, without further
approval of the shareholders of the Company, adopt any
amendment to the Plan which would cause the Plan to no
longer comply with Section 162(m) of the Code, or any
successor provision or other regulatory requirements.
No such termination, modification or amendment of the
Plan may, without the consent of a Participant,
adversely affect the rights of such Participant under
an outstanding Award then held by the Participant.

          12.  Termination of Employment.  If the
employment of a Participant terminates, or a non-
employee director no longer serves on the Board, other
than pursuant to paragraphs (a) through (c) of this
Section 12, all unexercised, deferred and unpaid Awards
shall terminate 90 days after such termination of
employment or service, unless the Award Agreement
provides otherwise, and during such 90-day period shall
be exercisable only to the extent provided in the Award
Agreement.  Notwithstanding the foregoing, if a
Participant's employment is terminated for Cause, to
the extent the Award is not effectively exercised or
has not vested prior to such termination, it shall
lapse or be forfeited to the Company immediately upon
termination.  In all events, an Award will not be
exercisable after the end of its term as set forth in
the Award Agreement.

               (a)  Retirement.  When a Participant's
     employment or service terminates as a result of
     Retirement, or early retirement with the consent
     of the Committee, the Committee (in the form of an
     Award Agreement or otherwise) may permit Awards to
     continue in effect beyond the date of Retirement,
     or early retirement, and/or the exercisability and
     vesting of any Award may be accelerated.

               (b)  Resignation in the Best Interests
     of the Company.  When a Participant resigns from
     the Company or the Board and, in the judgment of
     the chief executive officer or other senior
     officer designated by the Committee, the
     acceleration and/or continuation of outstanding
     Awards would be in the best interests of the
     Company, the Committee may (i) authorize, where
     appropriate, the acceleration and/or continuation
     of all or any part of Awards granted prior to such
     termination and (ii) permit the exercise, vesting
     and payment of such Awards for such period as may
     be set forth in the applicable Award Agreement.

               (c)  Death or Disability of a
     Participant.

                         (i)  In the event of a
          Participant's death, the Participant's estate
          or beneficiaries shall have a period
          specified in the Award Agreement within which
          to receive or exercise any outstanding Award
          held by the Participant under such terms, and
          to the extent, as may be specified in the
          applicable Award Agreement.  Rights to any
          such outstanding Awards shall pass by will or
          the laws of descent and distribution in the
          following order:  (a) to beneficiaries so
          designated by the Participant; if none, then
          (b) to a legal representative of the
          Participant; if none, then (c) to the persons
          entitled thereto as determined by a court of
          competent jurisdiction.  Subject to
          subparagraph (iii) below, Awards so passing
          shall be exercised or paid out at such times
          and in such manner as if the Participant were
          living.

                         (ii)  In the event a
          Participant is deemed by the Company to be
          disabled within the meaning of Section
          22(e)(3) of the Code,  the Award shall be
          exercisable for the period, and to the
          extent, specified in the Award Agreement.
          Awards and rights to any such Awards may be
          paid to or exercised by the Participant, if
          legally competent, or a legally designated
          guardian or representative if the Participant
          is legally incompetent by virtue of such
          disability.

                         (iii)  After the death or
          disability of a Participant, the Committee
          may in its sole discretion at any time (1)
          terminate restrictions in Award Agreements;
          (2) accelerate any or all installments and
          rights; and (3) instruct the Company to pay
          the total of any accelerated payments in a
          lump sum to the Participant, the
          Participant's estate, beneficiaries or
          representative, notwithstanding that, in the
          absence of such termination of restrictions
          or acceleration of payments, any or all of
          the payments due under the Awards might
          ultimately have become payable to other
          beneficiaries.

                         (iv)  In the event of
          uncertainty as to interpretation of or
          controversies concerning this paragraph (c)
          of Section 12, the Committee's determinations
          shall be binding and conclusive.

               (d)  No Employment Rights.  The Plan
     shall not confer upon any Participant any right
     with respect to continuation of employment by the
     Company or service on the Board, nor shall it
     interfere in any way with the right of the Company
     to terminate any Participant's employment or
     service on the Board at any time.

          13.  Nonassignability.  Except as provided in
subsection (c) of Section 12 and this Section 13, no
Award or any other benefit under the Plan shall be
assignable or transferable, or payable to or
exercisable by anyone other than the Participant to
whom it was granted.  Notwithstanding the foregoing,
the Committee (in the form of an Award Agreement or
otherwise) may permit Awards to be transferred to
members of the Participant's immediate family, to
trusts for the benefit of the Participant and/or such
immediate family members, and to partnerships or other
entities in which the Participant and/or such immediate
family members own all the equity interests.  For
purposes of the preceding sentence, "immediate family"
shall mean a Participant's spouse, issue, and spouses
of his issue.

          14.  Adjustments.  In the event of any change
in the outstanding Common Stock of the Company by
reason of a stock split, stock dividend, combination or
reclassification of shares, recapitalization, merger,
or similar event, the Committee may adjust
proportionally (a) the number of shares of Common Stock
(i) reserved under the Plan, (ii) available for ISOs,
(iii) for which Awards may be granted to an individual
Participant, and (iv) covered by outstanding Awards
denominated in stock or units of stock; (b) the stock
prices related to outstanding Awards; and (c) the
appropriate Fair Market Value and other price
determinations for such Awards.  In the event of any
other change affecting the Common Stock or any
distribution (other than normal cash dividends) to
holders of Common Stock, such adjustments as may be
deemed equitable by the Committee, including
adjustments to avoid fractional shares, shall be made
to give proper effect to such event.  In the event of a
corporate merger, consolidation, acquisition of
property or stock, separation, reorganization or
liquidation, the Committee shall be authorized to issue
or assume Stock Options, whether or not in a
transaction to which Section 424(a) of the Code
applies, by means of substitution of new Stock Options
for previously issued Stock Options or an assumption of
previously issued Stock Options.

          15.  Notice.  Any notice to the Company
required by any of the provisions of the Plan shall be
addressed to the chief human resources officer or to
the chief executive officer of the Company in writing,
and shall become effective when it is received by the
office of either of them.

          16.  Unfunded Plan.  The Plan shall be
unfunded.  Although bookkeeping accounts may be
established with respect to Participants who are
entitled to cash, Common Stock or rights thereto under
the Plan, any such accounts shall be used merely as a
bookkeeping convenience.  The Company shall not be
required to segregate any assets that may at any time
be represented by cash, Common Stock or rights thereto,
nor shall the Plan be construed as providing for such
segregation, nor shall the Company nor the Board nor
the Committee be deemed to be a trustee of any cash,
Common Stock or rights thereto to be granted under the
Plan.  Any liability of the Company to any Participant
with respect to a grant of cash, Common Stock or rights
thereto under the Plan shall be based solely upon any
contractual obligations that may be created by the Plan
and any Award Agreement; no such obligation of the
Company shall be deemed to be secured by any pledge or
other encumbrance on any property of the Company.
Neither the Company nor the Board nor the Committee
shall be required to give any security or bond for the
performance of any obligation that may be created by
the Plan.

          17.  Governing Law.  The Plan and all
determinations made and actions taken pursuant hereto,
to the extent not otherwise governed by the laws of the
United States, shall be governed by the laws of the
State of Wisconsin and construed accordingly.

          18.  Effective and Termination Dates.  The
effective date of the Plan, as amended and restated, is
October 23, 1997.  The Plan shall terminate on March
28, 2007 subject to earlier termination by the Board
pursuant to Section 11, after which no Awards may be
made under the Plan, but any such termination shall not
affect Awards then outstanding or the authority of the
Committee to continue to administer the Plan.

          19.  Other Benefit and Compensation Programs.
Payments and other benefits received by a Participant
pursuant to an Award shall not be deemed a part of such
Participant's regular, recurring compensation for
purposes of the termination, indemnity or severance pay
law of any country and shall not be included in, nor
have any effect on, the determination of benefits under
any other employee benefit plan, contract or similar
arrangement, unless the Committee expressly determines
otherwise.




                                              Exhibit 5

                 GODFREY & KAHN, S.C.
                780 North Water Street
               Milwaukee, WI 53202-3590
                  Tel. (414) 273-3500
                  Fax (414) 273-5198


                   October 24, 1997



Advantage Learning Systems, Inc.
2911 Peach Street
Wisconsin Rapids, Wisconsin  54495-8036

Gentlemen:

      We  have acted as your counsel in connection with
the  offer  by  Advantage  Learning  Systems,  Inc.,  a
Wisconsin  corporation  (the  "Company"),  of   up   to
1,500,000  shares of common stock, $.01 par value  (the
"Shares").   The  Shares  are  reserved  for   issuance
pursuant  to  the Company's 1997 Stock  Incentive  Plan
(the  "Plan"),  as  described in the Plan's  Prospectus
(the   "Prospectus"),  including  all  amendments   and
supplements  thereto, which Prospectus relates  to  the
Company's  Registration Statement on Form  S-8,  to  be
filed with the Securities and Exchange Commission  (the
"Registration Statement").

     We have examined: (a) the Plan, the Prospectus and
the  Registration Statement, (b) the Company's  Amended
and  Restated Articles of Incorporation and Amended and
Restated  By-Laws,  (c)  certain  resolutions  of   the
Company's  Board  of  Directors  and  (d)  such   other
proceedings,  documents and records as we  have  deemed
necessary to enable us to render this opinion.

      Based  upon the foregoing, we are of the  opinion
that  the Shares, upon issuance in accordance with  the
terms  of the Plan, will be duly authorized and validly
issued,  fully  paid and nonassessable  except  to  the
extent  provided  in  Section  180.0622(2)(b)  of   the
Wisconsin  Statutes, or any successor provision,  which
provides  that shareholders of a corporation  organized
under  Chapter  180 of the Wisconsin  Statutes  may  be
assessed up to the par value of their shares to satisfy
the  obligations of such corporation to  its  employees
for  services  rendered, but not exceeding  six  months
service in the case of any individual employee (certain
Wisconsin courts have interpreted "par value"  to  mean
the  full  amount paid by the purchaser of shares  upon
the issuance thereof).

      We  consent  to  the use of this  opinion  as  an
exhibit to the Registration Statement.  In giving  this
consent, however, we do not admit that we are "experts"
within the meaning of Section 11 of the Securities  Act
of  1933, as amended, or within the category of persons
whose consent is required by Section 7 of said Act.

                                   Very truly yours,

                                    /s/ Godfrey & Kahn, S.C.

                                   GODFREY & KAHN, S.C.



       CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS
                           
     As independent public accountants, we hereby
consent to the use of our report and to all references
to our Firm incorporated by reference in this
Registration Statement.
     
                              /s/ Arthur Andersen LLP
                              ARTHUR ANDERSEN LLP
     
     
Milwaukee, Wisconsin,
October 24, 1997



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