ADVANTAGE LEARNING SYSTEMS INC
PRE 14A, 1999-02-24
PREPACKAGED SOFTWARE
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                  SCHEDULE 14A INFORMATION
                           
Proxy Statement Pursuant to Section 14(a) of the Securities Exchange Act
                  of 1934 (Amendment No.     )

Filed by the Registrant [x]
Filed by a Party other than the Registrant [ ]

Check the appropriate box:

     [x]  Preliminary Proxy Statement
     [ ]  Confidential, for Use of the Commission Only
            (as permitted by Rule 14a-6(e)(2))
     [ ]  Definitive Proxy Statement
     [ ]  Definitive Additional Materials
     [ ]  Soliciting Material Pursuant to 240.14a-11(c) or 240.14a-12


                Advantage Learning Systems, Inc.
        ------------------------------------------------
        (Name of Registrant as Specified In Its Charter)


(Name of Person(s) Filing Proxy Statement if other than the Registrant)


Payment of Filing Fee (Check the appropriate box):

          [x]  No fee required.

          [ ]  Fee computed on table below per Exchange
               Act Rules 14a-6(i)(1) and 0-11.
 
               1)   Title of each class of
               securities to which transaction applies:



               2)   Aggregate number of securities
               to which transaction applies:



               3)   Per unit price or other
               underlying value of transaction computed
               pursuant to Exchange Act Rule 0-11 (Set
               forth the amount on which the filing fee
               is calculated and state how it was
               determined):



               4)   Proposed maximum aggregate
               value of transaction:



               5)   Total fee paid:



     [ ]  Fee paid previously with preliminary materials.

     [ ]  Check box if any part of the fee is
          offset as provided by Exchange Act Rule 0-
          11(a)(2) and identify the filing for which
          the offsetting fee was paid previously.
          Identify the previous filing by registration
          statement number, or the Form or Schedule and
          the date of its filing.

                    1)   Amount Previously Paid:

                    2)   Form, Schedule or Registration Statement No.:

                    3)   Filing Party:

                    4)   Date Filed:

<PAGE>

                  Preliminary Copies

           ADVANTAGE LEARNING SYSTEMS, INC.
                   2911 Peach Street
        Wisconsin Rapids, Wisconsin 54495-8036
                 _____________________
                           
       NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                           
                    April 14, 1999
                           
To the Shareholders of Advantage Learning Systems,
Inc.:

     The   1999  Annual  Meeting  of  Shareholders   of
Advantage  Learning Systems, Inc. will be held  at  the
Company's offices, 2911 Peach Street, Wisconsin Rapids,
Wisconsin,  on Wednesday, April 14, 1999 at 1:00  p.m.,
local time, for the following purposes:

     (1)  To  elect seven directors to serve until  the
          2000 Annual Meeting of Shareholders and until
          their successors are elected and qualified;
          
     (2)  To  approve  the Advantage Learning  Systems,
          Inc. Employee Stock Purchase Plan;
          
     (3)  To  amend Advantage Learning Systems,  Inc.'s
          Amended    and    Restated    Articles     of
          Incorporation  to  increase  the   authorized
          Common  Stock of the Company from  50,000,000
          shares to 150,000,000 shares; and
          
     (4)  To   transact  such  other  business  as  may
          properly come before the Annual Meeting,  all
          in  accordance  with  the accompanying  Proxy
          Statement.
          
     Shareholders of record at the close of business on
March 1, 1999 are entitled to notice of and to vote  at
the Annual Meeting.

     HOLDERS  OF  A MAJORITY OF THE OUTSTANDING  SHARES
MUST BE PRESENT IN PERSON OR BY PROXY IN ORDER FOR  THE
MEETING TO BE HELD.  THEREFORE, SHAREHOLDERS ARE  URGED
TO  DATE, SIGN AND RETURN THE ACCOMPANYING PROXY IN THE
ENCLOSED ENVELOPE WHETHER OR NOT THEY EXPECT TO  ATTEND
THE  ANNUAL  MEETING  IN PERSON.   IF  YOU  ATTEND  THE
MEETING  AND  WISH TO VOTE YOUR SHARES PERSONALLY,  YOU
MAY  DO SO BY REVOKING YOUR PROXY AT ANY TIME PRIOR  TO
THE VOTING THEREOF.



                                   Timothy Sherlock,
                                   Secretary
March 12, 1999

<PAGE> 
                 Preliminary Copies

           ADVANTAGE LEARNING SYSTEMS, INC.
                   2911 Peach Street
        Wisconsin Rapids, Wisconsin 54495-8036
                    March 12, 1999
                           
                           
                    Proxy Statement


     The  enclosed proxy is solicited by the  Board  of
Directors  of  Advantage Learning  Systems,  Inc.  (the
"Company")   for   use  at  the   Annual   Meeting   of
Shareholders  to be held on Wednesday, April  14,  1999
(the  "Annual  Meeting").  At the Annual  Meeting,  the
shareholders of the Company will elect seven directors,
each  of  whom  will hold office until April  2000  and
until  his  or  her  successor  is  duly  elected   and
qualified.   The Company's shareholders  will  also  be
asked  to approve the Company's Employee Stock Purchase
Plan  and  to  approve an amendment  to  the  Company's
Amended  and  Restated  Articles  of  Incorporation  to
increase  the  authorized common stock of the  Company,
$0.01  par  value (the "Common Stock") from  50,000,000
shares to 150,000,000 shares.

     The   expense   of  printing  and  mailing   proxy
materials,  including expenses involved  in  forwarding
materials to beneficial owners of Common Stock held  in
the  name  of  another person, will  be  borne  by  the
Company.   No  solicitation  other  than  by  mail   is
contemplated, except that officers or employees of  the
Company  or its subsidiaries may solicit the return  of
proxies  from  certain shareholders by  telephone.  The
Proxy  Statement and the accompanying Proxy  are  being
sent  to  the Company's shareholders commencing  on  or
about March 12, 1999.

     Only  shareholders  of  record  at  the  close  of
business  on  March  1, 1999 (the  "Record  Date")  are
entitled to notice of and to vote the shares of  Common
Stock  of the Company registered in their name  at  the
Annual Meeting.  As of the Record Date, the Company had
outstanding  __________ shares of  Common  Stock.   The
presence,  in person or by proxy, of the holders  of  a
majority  of the shares of the Common Stock outstanding
on  the  Record  Date is required  for  a  quorum  with
respect  to the matters on which action is to be  taken
at the Annual Meeting.

     Any   shareholder  executing  and  delivering  the
enclosed proxy may revoke the same at any time prior to
the  voting  thereof  by written notice  of  revocation
given to the Secretary of the Company.

     Abstentions  and broker non-votes  (i.e.,  proxies
from  brokers or nominees indicating that such  persons
have  not  received  instructions from  the  beneficial
owners or other persons entitled to vote shares as to a
matter with respect to which brokers or nominees do not
have  discretionary power to vote) will be  treated  as
present   for  purposes  of  determining  the   quorum.
Abstentions and broker non-votes will not be counted as
voting on any matter at the Annual Meeting.  Each share
of Common Stock entitles its holder to cast one vote on
each matter to be voted upon at the Annual Meeting.

     Unless  otherwise directed, all  proxies  will  be
voted  FOR  the  election of each  of  the  individuals
nominated to serve as a director, FOR approval  of  the
Company's  Employee  Stock  Purchase  Plan,   and   FOR
approval  of an amendment to the Company's Amended  and
Restated Articles of Incorporation.

     Directors are elected by a plurality of the  votes
cast  by holders of the Company's Common Stock entitled
to  vote at a meeting at which a quorum is present.  In
other  words,  the  seven  directors  who  receive  the
largest  number of votes will be elected as  directors.
Any  shares  not 

<PAGE>

voted, whether by withheld  authority,
broker  non-votes or otherwise, will have no effect  in
the election of directors except to the extent that the
failure  to  vote for an individual results in  another
individual  receiving a larger number  of  votes.   Any
votes  attempted to be cast "against" a  candidate  are
not  given  legal effect and are not counted  as  votes
cast in an election of directors.

     The  affirmative vote of a majority of the  shares
present or represented and entitled to vote is required
to  approve the Company's Employee Stock Purchase Plan.
The  affirmative vote of a majority of the  outstanding
shares  of  Common  Stock  is required  to  approve  an
amendment   to  the  Company's  Amended  and   Restated
Articles of Incorporation.
   
     
SECURITY OWNERSHIP OF MANAGEMENT AND CERTAIN BENEFICIAL
                        OWNERS
                           
     The  following table lists as of the  Record  Date
information  regarding  the  beneficial  ownership   of
shares of Common Stock by (i) each director, the  Chief
Executive  Officer and the next most highly compensated
executive  officers of the Company whose  total  annual
compensation  exceeded $100,000 (the  "named  executive
officers"), (ii) each person believed by the Company to
be  a  beneficial owner of more than 5% of  the  Common
Stock and (iii) all directors and executive officers of
the Company as a group.  Except as otherwise indicated,
the address of each beneficial owner of more than 5% of
the  Common  Stock listed below is 2911  Peach  Street,
Wisconsin Rapids, Wisconsin 54495-8036.  All  data  has
been adjusted for a two-for-one stock split in the form
of a stock dividend payable on February 26, 1999.

Name and Address        Amount and Nature of
of Beneficial Owner   Beneficial Ownership(1)      Percent of Class

Judith A. Paul             12,349,908(2)                [36.5]%
Terrance D. Paul           12,349,908(3)                [36.5]
Essex Investment            2,000,066(4)                 [5.9]
  Management Company
Mark J. Bradley, as                          
  Trustee of the Terrance   1,927,686(5)                 [5.7]
  and Judith Paul
  Descendants' Trust
Michael H. Baum            43,436(6)                       *
John R. Hickey             48,436(6)                       *
Timothy P. Welch           54,244(7)                       *
Perry S. Akins             10,000(8)                       *
John H. Grunewald          10,000(9)                       *
All directors and                            
executive officers        26,793,618                    [79.2]
of the Company as 
a group (8 persons)
_________________

* Less than 1% of the outstanding Common Stock.
(1)  Except as otherwise  noted,  the persons named  
     in  this  table have  sole  voting and investment 
     power with  respect to all shares of Common Stock 
     listed.
(2)  Includes 27,900 shares  of  Common  Stock held by  
     the  Terrance and Judith Paul Foundation, Inc. as 
     to which Judith and Terrance Paul share voting and  
     investment power.  Ms. Paul is married to Terrance 
     D. Paul,  and  Mr. Paul's  shares  of Common Stock 
     are not included in the number of shares beneficially 
     owned by Ms. Paul.
(3)  Includes 27,900 shares  of  Common  Stock  held  of  
     record by the Terrance  and  Judith  Paul Foundation,  
     Inc.  as  to which  Judith  and  Terrance Paul  share  
     voting  and investment power.  Mr. Paul is married to  
     Judith  A. Paul,  and Ms. Paul's shares of Common Stock 
     are not included  in the number of shares beneficially  
     owned by Mr. Paul.
(4)  The address of Essex Investment Management Company is  
     125 High Street, Boston, Massachusetts 02110.   This
     information  is  based  on  a  Schedule  13-G   dated
     January  5,  1999.  Of these shares, Essex Investment
     
<PAGE>

     Management  Company  has  sole  voting  power  as  to
     1,611,586  shares and sole dispositive  power  as  to
     all 2,000,066 shares.
(5)  The address of the  Trustee of the Terrance and Judith 
     Paul Descendants'  Trust is 500 Third Street,  Suite  700,
     Wausau, Wisconsin 54403.
(6)  Includes options  for 23,436 shares of Common Stock which  
     are currently exercisable.
(7)  Includes 9,400 shares  of Common Stock indirectly held by  
     a  family trust, of which Mr. Welch is the trustee.
(8)  Includes 5,000 shares  of  Common Stock held by a family  
     trust,  of which  Mr.  Akins is a trustee, and 2,500  shares  
     of Common  Stock  indirectly held  by  the  same  family
     trust.
(9)  Includes options  for 5,000 shares of Common Stock  which  
     are currently   exercisable.   Mr.  Grunewald   disclaims
     beneficial ownership of 1,000 of the 5,000 shares  of
     Common  Stock  indicated above, as  such  shares  are
     held of record by his wife.

                 ELECTION OF DIRECTORS
                           
     The  number  of directors constituting  the  whole
Board  of  Directors is currently fixed at seven.   The
Board  of  Directors  has selected  the  seven  members
currently serving on the Board as nominees for election
at  the 1999 Annual Meeting.  Directors elected at  the
Annual Meeting will hold office for a one-year term and
until their successors are duly elected and qualified.

     All nominees have indicated a willingness to serve
as  directors, but if any of them should decline or  be
unable  to act as a director, the persons named in  the
proxy  will vote for the election of another person  or
persons as the Board of Directors recommends.

            NOMINEES STANDING FOR ELECTION
                           
   Name of Officer               Office

  Judith A.   Ms.  Paul is the co-founder of the Company and  has
    Paul      been  Chairman  of  the Board  of  Directors  since
   Age 52     1986.   Ms.  Paul acts as the Company  spokesperson
              and  coordinates the Company's public relations and
              customer communication policies.  Ms. Paul has  co-
              written  101  Ways  to Motivate  Students  to  Read
              (1995),  and  is  the author of The Family  Reading
              Night  Kit (1996) and The Literacy Partnership  Kit
              (1997).   Ms.  Paul  holds a  bachelors  degree  in
              elementary   education  from  the   University   of
              Illinois.
              
 Terrance D.  Mr.  Paul is the co-founder of the Company and  has
    Paul      been  Vice Chairman of the Board of Directors since
   Age 52     July  1996.  Mr. Paul is primarily responsible  for
              the  Company's long-term strategic planning and new
              product   development  strategy.   Mr.  Paul   also
              coordinates  the research activities  conducted  by
              the  Institute  for  Academic Excellence,  Inc.,  a
              wholly-owned   subsidiary  of  the   Company   (the
              "Institute").  From November 1995 until July  1996,
              Mr.  Paul  served as the Company's Chief  Executive
              Officer.   From January 1992 until August 1993  and
              again from September 1994 until November 1995,  Mr.
              Paul  served as President of the Company.  For  the
              12  years prior to 1992, Mr. Paul was President  of
              Best   Power   Technology,   a   manufacturer    of
              uninterruptible power supplies.  Mr.  Paul  is  the
              author  of several publications, including  How  to
              Create  World-Champion Readers (1993), Patterns  of
              Reading  Practice (1996) and The New Technology  of
              Learning  Information Systems (1997).  He  is  also
              the  general  editor  of  Fundamentals  of  Reading
              Renaissance  (1994-1996),  the  textbook  used   in
              seminars  on reading improvement by the  Institute.
              Mr. Paul holds a law degree 

<PAGE>

              from the University  of
              Illinois   and  an  MBA  from  Bradley  University.
              Terrance Paul is Judith Paul's husband.
              
 Michael H.   Mr.  Baum has been Chief Executive Officer  of  the
    Baum      Company  since  July  1996  and  a  Director  since
   Age 51     September  1994.  Mr. Baum served as  President  of
              the  Company between November 1995 and  June  1996.
              From  September 1994 until November 1995, Mr.  Baum
              served  as  the Managing Director of the  Institute
              and  from June 1994 until September 1994, he served
              as  the Director of Educational Consulting for  the
              Institute.   From 1984 until June  1994,  Mr.  Baum
              held  a  variety of positions with Francorp,  Inc.,
              an  international management consulting firm  based
              in   Chicago,  his  last  position  being  that  of
              Executive  Vice  President,  which  he  held   from
              September 1991 until June 1994.  Mr. Baum  holds  a
              bachelors  degree and a masters degree in  teaching
              from  Yale  University and an MBA from Northwestern
              University.
              
   John R.    Mr.  Hickey has been President of the Company since
   Hickey     July  1996  and  a  Director of the  Company  since
   Age 43     October  1996.  From January 1996 until June  1996,
              Mr.  Hickey  served as Executive Vice President  of
              R.F.   Technologies,  Inc.,   a   manufacturer   of
              protection  devices, and from September 1995  until
              December   1995,   he  served  as  Executive   Vice
              President  of Liebert Corporation (a subsidiary  of
              Emerson     Electric),    a     manufacturer     of
              uninterruptible power supplies.  From January  1989
              until  June  1995, Mr. Hickey held  various  senior
              management  positions with Best  Power  Technology,
              including  Executive Vice President of  Operations,
              Senior  Vice  President of Sales and Marketing  and
              Vice  President-International.   In  addition,  Mr.
              Hickey  spent approximately ten years  with  Briggs
              and   Stratton,   a  manufacturer   of   air-cooled
              gasoline   engines  for  outdoor  power  equipment,
              headquartered  in Milwaukee, Wisconsin.   While  at
              Briggs  and Stratton, Mr. Hickey served in  various
              management  positions,  eventually  rising  to  the
              position  of  the  Director of International  Sales
              and  Finance  Administration, a  position  he  held
              from  October 1985 until January 1989.  Mr.  Hickey
              holds  a bachelors degree in international business
              from the University of Wisconsin.
              
 Timothy P.   Timothy  P.  Welch  has  been  a  Director  of  the
    Welch     Company  since  August  1996.   Mr.  Welch  is  the
   Age 56     founder  of  the  predecessor  to  IPS  Publishing,
              Inc.,  a  wholly-owned subsidiary  of  the  Company
              ("IPS").   From June 1997 until October  1997,  Mr.
              Welch  served  as a consultant to  IPS,  and  since
              November  1997,  he has worked for the  Company  on
              special  projects.   From August  1996  until  June
              1997,  Mr.  Welch  served as  the  Chief  Executive
              Officer  of  IPS,  and  for  the  15  years   prior
              thereto,  he  served  as  the  President   of   its
              predecessor.   Mr. Welch is also  the  founder  and
              Chief     Executive    Officer    of     Curriculum
              Technologies, Inc., a firm specializing  in  multi-
              media   compact  disk  development  for  the  adult
              literacy  and English as a second language markets.
              Mr.  Welch  holds a bachelors degree in  journalism
              from the University of Wisconsin.
              
  Perry S.    Perry  S. Akins has been a Director of the  Company
    Akins     since  September  1997.   From  1966  to  September
   Age 58     1998,  Mr.  Akins  was employed by ELS  Educational
              Services,   Inc.   ("ELS")   (formerly   known   as
              Washington Educational Research Associates,  Inc.).
              He  served  as  President of ELS  from  1977  until
              1998.  From 1997 until his 

<PAGE>

              retirement in 1998,  Mr.
              Akins  also  served as Chief Executive  Officer  of
              ELS.   Mr.  Akins presently works for ELS  pursuant
              to  a  consulting  agreement which continues  until
              2000.  ELS teaches English as a second language  to
              students  and  professionals  at  its  various  ELS
              Language  Centers in the United States and  abroad.
              ELS  also  publishes and distributes English  as  a
              second  language  materials worldwide.   Mr.  Akins
              currently serves as a director of Chocolates  a  la
              Carte,    Inc.,   a   manufacturer   of   specialty
              chocolates  for  hotels  and  restaurants,  Digital
              Carpenters,  a  web  site  developer,  and  Western
              Overseas  Corporation, a customs brokerage service.
              Mr.  Akins  holds  a  bachelors degree  in  Russian
              language  and  history  and  a  masters  degree  in
              education  with  a minor in Russian  language  from
              Southern Illinois University.
              
   John H.    Mr.  Grunewald has been a Director of  the  Company
  Grunewald   since  September  1997.   From  September  1993  to
   Age 62     January   1997,   Mr.  Grunewald  served   as   the
              Executive  Vice President, Chief Financial  Officer
              and   Secretary  of  Polaris  Industries  Inc.,   a
              manufacturer  of snowmobiles, all-terrain  vehicles
              and  personal  watercraft.  From  June  1977  until
              June   1993,  Mr.  Grunewald  served  as  the  Vice
              President  of Finance, Chief Financial Officer  and
              Secretary   of   Pentair,   Inc.,   a   diversified
              manufacturing  company.   Mr.  Grunewald  currently
              serves  as a director of the Nash Finch Company,  a
              wholesale  food  distributor, Hydrobikes,  Inc.,  a
              manufacturer  of  recreational  water  bikes,   and
              Kinnard  Investments, an investment  banking  firm.
              Mr.  Grunewald also serves as the Chairman  of  the
              Board  of  Rise,  Inc.,  a  charitable  institution
              providing occupations for handicapped and  disabled
              children,  and  as  a  member  of  the   Board   of
              Governors  of  the Bethel College Foundation.   Mr.
              Grunewald  holds  a  bachelors degree  in  business
              from  St.  Cloud State University  and  an  MBA  in
              business finance from the University of Minnesota.
              
     The Board of Directors of the Company has standing
Compensation  and  Audit  Committees.   The  Board   of
Directors  does  not have a Nominating Committee.   The
Board of Directors held [four] meetings in 1998.   Each
director attended at least 75% of the meetings  of  the
Board of Directors held during the period for which  he
or  she served on the Board, and each director attended
at least 75% of the meetings of the Board Committees on
which the director served in 1998.

     The  Compensation  Committee  is  responsible  for
making   recommendations  to  the  Board  of  Directors
concerning compensation levels of executive officers of
the   Company  and  for  administering  the   Company's
executive compensation plans, including the 1997  Stock
Incentive   Plan.   The  members  of  the  Compensation
Committee  are Messrs. Akins (Chairman) and  Grunewald,
neither  of  whom is an employee of the  Company.   The
Compensation Committee held [four] meetings in 1998.

     The  Audit Committee is responsible for nominating
the   Company's  independent  auditors,  reviewing  the
scope,  results  and  costs  of  the  audit  with   the
Company's   independent  auditors  and  reviewing   the
financial  statements  of the Company  to  ensure  full
compliance  with  regulatory  requirements   and   full
disclosure  of  necessary information to the  Company's
shareholders.   The members of the Audit Committee  are
Messrs. Grunewald (Chairman) and Akins and Terrance  D.
Paul.   The  Audit  Committee held [four]  meetings  in
1998.

<PAGE>

       APPROVAL OF EMPLOYEE STOCK PURCHASE PLAN
                           
     The  complete text of the Company's Employee Stock
Purchase  Plan  is  set  forth  in  Appendix  A.    The
following  summary  of  the material  features  of  the
Company's Employee Stock Purchase Plan is qualified  in
its entirety by reference to Appendix A.

     The  Board  of  Directors recommends  a  vote  FOR
approval of the Company's Employee Stock Purchase Plan.

     The  Board  of  Directors approved  the  Company's
Employee  Stock Purchase Plan on May 15, 1998,  subject
to approval by the Company's shareholders.  The purpose
of  the  Employee  Stock Purchase Plan  is  to  provide
employees of the Company and its subsidiaries  with  an
incentive  to  work for the continued  success  of  the
Company  by granting such employees the opportunity  to
purchase the Company's Common Stock through one or more
offerings.   The aggregate number of shares  of  Common
Stock  subject to the Employee Stock Purchase  Plan  is
500,000.   In  addition,  no one  person  may  purchase
shares  of  Common  Stock  under  the  Employee   Stock
Purchase Plan or any other employee stock purchase plan
of the Company or its subsidiaries having a fair market
value in excess of $25,000 for each calendar year.

     The  Employee  Stock  Purchase  Plan  permits  the
Company to make one or more offerings to employees  who
meet  certain  eligibility requirements of  options  to
purchase  shares  of the Company's Common  Stock.   The
first   offering  was  for  a  period  of  six  months,
commencing on July 1, 1998 and ending January 1,  1999.
The term of each subsequent offering is for a period of
12  months,  commencing on January 1,  1999.   Eligible
employees  who  elect to participate  in  the  Employee
Stock   Purchase   Plan  authorize   periodic   payroll
deductions   from   their  compensation.    A   payroll
deduction  account is maintained for each participating
employee.   At  the  end  of an  offering  period,  the
payroll  deduction account is totaled and the  employee
is  deemed  to  have  purchased  whole  shares  of  the
Company's Common Stock at the offering price, which  is
the lower of either (i) 85% of the fair market value of
the  Company's  Common Stock on the date  on  which  an
offering  commences (typically, January 1) or (ii)  85%
of  the fair market value of the Company's Common Stock
on  the day one year (six months in 1998) from the date
on which an offering commences.
                           
                           
            APPROVAL OF AN AMENDMENT TO THE
    AMENDED AND RESTATED ARTICLES OF INCORPORATION
                           
     The  Board  of  Directors recommends  a  vote  FOR
approval  of an amendment to the Company's Amended  and
Restated Articles of Incorporation.

     The  proposed  amendment to the Company's  Amended
and  Restated  Articles of Incorporation increases  the
number  of  authorized  shares  of  Common  Stock  from
50,000,000  shares to 150,000,000 shares.   As  of  the
Record  Date, of the 50,000,000 shares of Common  Stock
presently  authorized, ____________ shares were  issued
and  outstanding and 3,500,000 shares were reserved for
issuance pursuant to the Company's 1997 Stock Incentive
Plan  and  Employee Stock Purchase Plan.   Because  the
market  value  of the Company's Common Stock  increased
significantly   since  the  Company's  initial   public
offering,  the  Company effected  a  two-for-one  stock
split by way of a stock dividend in February 1999.

     The  additional authorized shares of the Company's
Common  Stock  may  be  used for any  proper  corporate
purpose  approved  by  the Board of  Directors  of  the
Company.  Their availability would enable 

<PAGE>

the Company's
Board  of  Directors  to  act  with  flexibility   when
favorable  opportunities arise to expand or  strengthen
the  Company's business through the issuance of  Common
Stock.  Among the reasons for issuing additional shares
would be to increase the Company's capital through sale
of the Company's Common Stock, to engage in other types
of  capital transactions, to undertake acquisitions and
to   satisfy  contractual  commitments,  including  the
Company's 1997 Stock Incentive Plan and Employee  Stock
Purchase  Plan.  The Board of Directors of the  Company
has  not  proposed  the increase in authorized  capital
stock  with the intention of discouraging tender offers
or  takeover  attempts.  However, the  availability  of
authorized  shares  for  issuance  could  render   more
difficult  or discourage a merger, tender offer,  proxy
contest  or  other  attempt to obtain  control  of  the
Company.

     The Company regularly reviews a range of financing
transactions  including the issuance of  the  Company's
Common  Stock.  Except for shares reserved for issuance
as   described  above,  the  Company  has  no   present
intention  of issuing or selling Common Stock  for  any
purpose,  but may do so if market and other  conditions
indicate that such a course of action is advisable.

     If  the  amendment  to the Company's  Amended  and
Restated  Articles of Incorporation  is  approved,  the
Board  of Directors of the Company generally may  issue
the   additional  authorized  shares  of  Common  Stock
without   further   shareholder  approval.    In   some
instances,  shareholder approval for  the  issuance  of
additional  shares may be required by  law  or  by  the
requirements  of the Nasdaq National Market,  on  which
the  Common  Stock  is  listed,  or  may  otherwise  be
necessary  or  desirable.  Except in  such  cases,  the
Company  does  not anticipate that further  shareholder
authorization will be solicited.  Shareholders are  not
entitled to preemptive rights to purchase any new issue
of Common Stock.

                EXECUTIVE COMPENSATION
                           
     Summary Compensation Information.  The following
table sets forth the compensation for the past three
years for the named executive officers.

              Summary Compensation Table

<TABLE>
<CAPTION>
                                                    Long-Term Compensation
                                                      Awards        Payouts       
                                 Annual             Securities       LTIP         
                              Compensation          Underlying                      All Other
Name and Principal    Year    Salary($) Bonus($)  Options/SARs(#)  Payouts($)  Compensation($)(4)
Position                
<S>                    <C>       <C>       <C>           <C>          <C>              <C>              
Judith A. Paul        1998    $181,186     --          12,862          --            $6,600
  Chairman of the     1997     176,046     --            --            --            $5,809
  Board               1996     156,184     --            --            --             5,230

Terrance D. Paul      1998  181,186        --          12,862          --             6,600
  Vice Chairman       1997  176,046        --            --            --             6,270
  of the Board        1996  156,184        --            --            --             5,969

Michael H. Baum       1998  164,873        --          31,109                         6,509
  Chief Executive     1997  168,370        --          46,875      $324,665(2)        6,270
  Officer             1996  141,080        --            --           1,849(3)        5,587
                                                         
John R. Hickey        1998  158,183        --          31,109                         6,244
  President           1997  161,260        --          46,875       216,443(2)        6,270
                      1996   66,923     $15,000(1)       --            --             3,207
</TABLE>
                                                         
(1)     Reflects a signing bonus that was paid  to  Mr.
  Hickey  when he began his employment with the Company
  in July 1996.
(2)      Reflects  payout  made  by  the  Company  upon
  termination  of its phantom stock plan in  connection
  with  the  initial public offering of  the  Company's
  Common Stock in September 1997.
(3)     Reflects payment made in connection with shares
  awarded under the Company's phantom stock plan.
(4)     Reflects  401(k) plan matching amount  paid  by
  the Company.

     Option   Grants.   The  following  table  provides
information  on options granted to the named  executive
officers during 1998.

         Option/SAR Grants In Last Fiscal Year
                           
                   Individual Grants
<TABLE>
<CAPTION>
                                        % of Total
                    Number of Securi-   Options/SARs
                    ties Underlying      Granted to      Exercise or                Grant Date
                     Options/SARs       Employees in     Base Price    Expiration     Present
Name                Granted (#)(1)       Fiscal Year      ($/Sh)(2)       Date      Value($)(3)
<S>                    <C>                  <C>              <C>            <C>          <C>
Judith A. Paul         25,724               6.08%          $19.4375     10/20/08      $390,490
Terrance D. Paul       25,724               6.08            19.4375     10/20/08       390,490
Michael H. Baum        28,170               6.66            13.3125     06/25/08       274,094
                       34,048               8.05            14.5313     09/01/08       352,737
John R. Hickey         28,170               6.66            13.3125     06/25/08       274,094
                       34,048               8.05            14.5313     09/01/08       352,737
</TABLE>
______________

(1)     Except as otherwise noted, the vesting schedule
  for  options  is 25% per year with each option  being
  fully exercisable four years from the date of grant.
(2)     All  options  have an exercise price  equal  to
  100%  of  the  fair  market of the  Company's  Common
  Stock on the date of grant.

<PAGE>

(3)     The  grant date present values were  determined
  using  the  Black-Scholes model  with  the  following
  common  assumptions:  a 10 year  expected  period  of
  time  to exercise; a weighted average risk-free  rate
  of  return  of 5.14%; an expected dividend  yield  of
  0%;  and  a  weighted  average volatility  factor  of
  58.94%.

     On  April  28,  1998  the  Compensation  Committee
authorized stock option grants for approximately 50,000
shares  of Common Stock at an exercise price of $15.875
per  share,  including proposed grants to Messrs.  Baum
and  Hickey of 47,244 shares.  This proposed  grant  of
options  to  employees  was  not  completed,  and   the
authorization   for   the   grants   was   subsequently
rescinded.

     Option  Exercises.  The following  table  provides
information  on  options  exercised  during  1998,  and
options  held  at  year  end, by  the  named  executive
officers.

Aggregated Option/SAR Exercises In Last Fiscal Year And
               FY-End Option/SAR Values
<TABLE>
<CAPTION>
                                                    Number of Securities        Value of Unexercised
                         Shares                    Underlying Unexercised    In-the-Money Options/SARs
                      Acquired on    Value        Options/SARs at FY-End(#)        at FY-End($)(1)
Name                  Exercise(#)  Realized($)    Exercisable Unexercisable  Exercisable Unexercisable
<S>                       <C>         <C>             <C>         <C>            <C>         <C>
Judith A. Paul             _            _               _        25,724            _       $345,667
Terrance D. Paul           _            _               _        25,724            _        345,667
Michael H. Baum            _            _            23,436     132,892        $582,971   2,931,309
John R. Hickey             _            _            23,436     132,892         582,971   2,931,309
______________
</TABLE>

(1)     For  valuation  purposes, a December  31,  1998
  market price of $32.875 was used.
(2)     For  valuation  purposes, the market  price  on
  November  3,  1998,  the date of exercise,  was  used
  ($24.4063).

                 EMPLOYMENT AGREEMENTS
                           
     The   Company  has  not  entered  into  employment
agreements  with  any of the named executive  officers.
However,   IPS,  one  of  the  Company's   wholly-owned
subsidiaries, has entered into an employment  agreement
with  Timothy  Welch.  This agreement was  executed  in
connection   with   the   Company's   acquisition    of
substantially all of the assets of the IPS business  on
August 1, 1996.  Pursuant to such agreement, Mr.  Welch
agreed to serve as IPS's Chief Executive Officer and to
serve as a member of the Board of Directors of both IPS
and  the Company, subject to shareholder approval,  for
the  term  of his employment agreement.  The employment
agreement  has  a  term  of two  years  and  originally
provided  for an annual salary of $125,000.   Effective
June  1,  1997,  Mr. Welch resigned as Chief  Executive
Officer  of IPS; however, the employment agreement  was
not  terminated.  Effective November 1, 1997, Mr. Welch
agreed  to  work  for the Company on special  projects.
His  annual salary was reduced at that time to $75,000.
This  revised arrangement terminated on August 1,  1998
(the  termination  date  of the employment  agreement).
With  the  exception  of  Mr. Welch's  duties  and  his
salary,  all  other  terms of the  original  employment
agreement remained unchanged.  For his services to  the
Company during 1998, Mr. Welch received $43,269.  Under
the  employment  agreement, Mr. Welch was  entitled  to
receive   benefits  generally  available  to  executive
employees   of   the   Company,   including    deferred
compensation  under  certain  employee  benefit   plans
adopted  by  the  Company, and to participate  in  such
stock-based incentive plans as the Company  may  adopt,
including  the 1997 Stock Incentive Plan.  However,  no
options were awarded to Mr. Welch in 1998.

<PAGE>

          NON-EMPLOYEE DIRECTOR COMPENSATION
                           
     Directors  of  the Company who are  not  employees
receive  a  fee of $1,000 for each Board meeting  which
they  attend and $500 for each Committee meeting  which
they  attend, plus out-of-pocket expenses  incurred  in
connection  with attendance at each such  meeting.   In
addition, in September 1998 each non-employee  director
received options under the 1997 Stock Incentive Plan to
purchase a total of 3,000 shares of Common Stock, which
options  vest  50%  after one year and  50%  after  two
years.   The  Company  will grant an  additional  3,000
shares  to each such director in September 1999,  which
grants also have two year vesting schedules.

             COMPENSATION COMMITTEE REPORT
                           
     The  Compensation Committee was established  after
completion of the Company's initial public offering  in
September 1997.  The Compensation Committee consists of
Messrs. Akins (Chairman) and Grunewald, neither of whom
is  an  employee  of  the  Company.   The  Compensation
Committee is responsible for making recommendations  to
the  Board  concerning the compensation levels  of  the
executive  officers of the Company.   The  Compensation
Committee  also  administers the Company's  1997  Stock
Incentive Plan, with responsibility for determining the
awards  to  be  made under such plan to  the  Company's
executive  officers and to other eligible  individuals.
The   Compensation   Committee   reviews   compensation
programs  for executive officers in July of each  year,
with   any   changes  to  such  compensation   programs
commencing in September of each year.

     In   1998,   the   Compensation   Committee   made
compensation  decisions  with  respect  to   the   base
salaries  of  and  the  stock  option  grants  to   the
Company's  executive officers.  The  Company  does  not
have  a cash bonus program for executive officers.   In
making   compensation   decisions,   the   Compensation
Committee  reviewed  information  on  the  compensation
levels  of  executive officers of  a  group  of  public
companies  with sales ranging from $35 million  to  $42
million in 1997.  These companies were not identical to
the  companies  used  in  the performance  graph.   The
Committee reviewed the relative market capitalizations,
sales,  earnings and compensation levels  of  the  peer
group   of   companies  in  making   its   compensation
decisions.   The Committee did not set the compensation
of  the  Company's executive officers at  any  specific
level  as  compared  to the peer  group  of  companies.
Also,  in  making its decisions the Committee  did  not
assign  relative weights or importance to any  specific
measure of financial performance of the Company.

     Base Salary.  The Compensation Committee sets  the
base  salaries of the Company's executive  officers  at
levels  designed to attract and retain highly qualified
individuals.   Based on the information  reviewed,  the
Committee determined to increase base salaries for  the
Company's  executive officers.  The Committee  believes
that   the   base  salary  increases  were  appropriate
relative   to   the   Company's  size   and   financial
performance compared with the peer group of companies.

     Equity  Based  Compensation.  Stock option  grants
are   the   primary   form   of   long-term   incentive
compensation for the Company's executive officers.  The
Compensation  Committee believes stock options  are  an
effective  means  of  incenting  senior  management  to
increase  the  long-term value of the Company's  Common
Stock.   Based on the information described above,  the
Committee  determined  to  increase  the  annual  stock
option grants to the executive officers of the Company.
The  Committee  believes  that the  total  compensation
package   provided  to  executive  officers,  including
options,   is  appropriate  relative  to  all   factors
considered by the Committee.

     CEO   Compensation.   In  evaluating  Mr.   Baum's
compensation,  the Committee reviewed the  compensation
levels  for  the chief executive officers of  the  peer
group  of  companies described above and 

<PAGE>

the  financial
performance   of  those  peer  group  companies.    The
Committee determined to increase Mr. Baum's base salary
and  to  increase the size of the annual  stock  option
grant  to  Mr. Baum.  Mr. Baum's compensation  was  not
specifically tied to any specific financial performance
criteria.    The   Committee   believes   Mr.    Baum's
compensation  is appropriate given the  Company's  size
and financial performance.

     In   making  compensation  decisions,  it  is  the
Compensation Committee's current intention to recommend
plans  and awards which will meet the requirements  for
deductibility for tax purposes under Section 162(m)  of
the Internal Revenue Code of 1986, as amended.

              The Compensation Committee:
                           
  Perry S. Akins, Chairman      John H. Grunewald

                   PERFORMANCE GRAPH
                           
     The following graph compares the total stockholder
return  on  the  Company's  Common  Stock   since   the
Company's initial public offering on September 25, 1997
with  that  of  the  Nasdaq Stock Market  Index  and  a
Company  constructed  peer group  index.   The  issuers
included in the peer group index are Apollo Group, Inc.
(APOL),   CBT  Group  PLC  (CBTSY),  Computer  Learning
Centers, Inc. (CLCX), Learning Tree International, Inc.
(LTRE),  Sylvan  Learning  Systems,  Inc.  (SLVN),  The
Learning  Company,  Inc.  (TLC),  Education  Management
Corporation (EDMC) and TRO Learning, Inc. (TUTR).   The
total  return calculations set forth below assume  $100
invested  on  September 25, 1997, with reinvestment  of
dividends into additional shares of the same  class  of
securities  at the frequency with which dividends  were
paid  on  such  securities through December  31,  1998.
Since  the Company effected its initial public offering
in  September  1997, the information in  the  graph  is
provided  at  quarter end intervals.  The  stock  price
performance  shown  in the graph below  should  not  be
considered  indicative of potential future stock  price
performance.

                                Cumulative Total Return
                          
                    09/25/1997   09/97   12/97   03/98   06/98   09/98   12/98
                        
                                                              
ADVANTAGE LEARNING     100        158     134     215     171     238      411
  SYSTEMS, INC.                         
                                                  
PEER GROUP             100        105     111     122     132      82      101
                                                  
NASDAQ STOCK MARKET    100        100      94     110     113     103      132
  (U.S.)                           
                                                  


          SUBMISSION OF SHAREHOLDER PROPOSALS
                           
     In  accordance  with  the  Company's  Amended  and
Restated By-Laws, nominations, other than by or at  the
direction of the Board of Directors, of candidates  for
election  as  directors at the 2000 Annual  Meeting  of
Shareholders   and   any  other  shareholder   proposed
business  to be brought before the 2000 Annual  Meeting
of  Shareholders must be submitted to the  Company  not
later  than  December  15, 1999.  Shareholder  proposed
nominations  and  other shareholder  proposed  business
must  be  made in accordance with the Company's Amended
and Restated By-Laws which provide, among other things,
that   shareholder   proposed   nominations   must   be


<PAGE>

accompanied  by  certain  information  concerning   the
nominee  and the shareholder submitting the nomination,
and   that  shareholder  proposed  business   must   be
accompanied  by  certain  information  concerning   the
proposal  and the shareholder submitting the  proposal.
To  be  considered for inclusion in the proxy statement
solicited   by  the  Board  of  Directors,  shareholder
proposals for consideration at the 2000 Annual  Meeting
of  Shareholders of the Company must be received by the
Company at its principal executive offices, 2911  Peach
Street,  Wisconsin Rapids, Wisconsin 54495-8036  on  or
before November 13, 1999.  Proposals should be directed
to  Mr. Timothy Sherlock, Secretary.  To avoid disputes
as  to  the date of receipt, it is suggested  that  any
shareholder  proposal be submitted by  certified  mail,
return receipt requested.

            INDEPENDENT PUBLIC ACCOUNTANTS
                           
     The  Company has selected Arthur Andersen  LLP  as
the  Company's independent auditors for the fiscal year
ending  December 31, 1999.  Representatives  of  Arthur
Andersen  LLP will be present at the Annual Meeting  to
make  any  statement they may desire and to respond  to
questions from shareholders.

               PENDING LEGAL PROCEEDINGS
                           
     No director or executive officer of the Company is
an adverse party or has an interest adverse to the
Company or its subsidiaries in any material pending
legal proceeding.

SECTION 16(a) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE
                           
     Section 16(a) of the Securities Exchange Act of
1934 requires the Company's directors and officers,
among others, to file reports with the Securities and
Exchange Commission disclosing their ownership, and
changes in their ownership, of stock in the Company.
Copies of these reports must also be furnished to the
Company.  Based solely on a review of these copies, the
Company believes that during 1998, all filing
requirements were complied with.

                     OTHER MATTERS
                           
     Although  management is not  aware  of  any  other
matters that may come before the Annual Meeting, if any
such matters should be presented, the persons named  in
the  accompanying proxy intend to vote  such  proxy  in
accordance with their best judgment.

     The  Company's financial statements, supplementary
financial  information and management's discussion  and
analysis   of  financial  condition  and   results   of
operations are incorporated herein by reference to  the
Company's  Annual Report on Form 10-K  for  the  fiscal
year  ended December 31, 1998.  Shareholders may obtain
a  copy of the Company's Annual Report as filed on Form
10-K  at  no  cost by writing to Mr. Timothy  Sherlock,
Secretary, Advantage Learning Systems, Inc., 2911 Peach
Street, Wisconsin Rapids, Wisconsin 54495-8036.

                              By Order of the Board of
                              Directors,
                              
                              
                              
                              Timothy Sherlock,
                              Secretary

<PAGE>
                              
                                             Appendix A

           ADVANTAGE LEARNING SYSTEMS, INC.
             EMPLOYEE STOCK PURCHASE PLAN
     
     
     
     1.   Purpose.  The purpose of this Plan is to
provide employees of Advantage Learning Systems, Inc.
(the "Company") and of its Subsidiaries (as defined in
Paragraph 12 hereof) with an opportunity to purchase
Company common stock through annual offerings to be
made commencing on the 1st day of January (1st day of
July for 1998), and thus develop a stronger incentive
to work for the continued success of the Company.  The
aggregate number of shares of common stock of the
Company (the "Stock") authorized to be sold pursuant to
options granted under this Plan is 250,000 shares,
subject to adjustment as provided in Paragraph 17
hereof.  In computing the number of shares available
for grant, any shares relating to options which are
granted, but which subsequently lapse, are canceled or
are otherwise not exercised by the final date for
exercise, shall be deemed available for future grants
of options.  It is the intention of the Company to have
the Plan qualify as an "employee stock purchase plan"
under Section 423 of the Internal Revenue Code of 1986,
as amended (the "Code") and, therefore, the provisions
of the Plan shall be construed so as to govern
participation in a manner consistent with the
requirements of Section 423(b) of the Code.
     
     2.   Administration.  Subject to the general
control of the Company's Board of Directors (the
"Board"), the Plan shall be administered by a committee
appointed by the Board (the "Committee").  The
Committee shall consist of one or more members and who
need not be members of the Board.  The Board may at any
time replace a member of such Committee.  Any expenses
of the Committee shall be paid by the Company.  The
Committee may adopt regulations not inconsistent with
the provisions of this Plan for the administration
thereof, and its interpretation and construction of the
Plan and the regulations shall be final and conclusive.
Any action to be taken by the Committee shall be on a
vote of a majority of the Committee either at a meeting
or in writing.
     
     3.   Eligibility.
     
          (a)  All employees of the Company or of any
     Subsidiary designated from time to time by the
     Committee will be eligible to participate in the
     Plan provided they have a minimum period of
     continuous service with the Company or a
     Subsidiary, such period to be determined by the
     Committee from time to time, but in all events not
     to exceed two years, subject to the additional
     limitations imposed herein (each such employee is
     referred to as an "Eligible Employee").
     
          (b)  Any provision of this Plan to the
     contrary notwithstanding, no employee shall be
     granted an option:
     
               (i)  if, immediately after the grant,
          such employee would own, and/or hold
          outstanding options to purchase stock
          possessing 5% or more of the total combined
          voting power or value of all classes of stock
          of the Company or of any parent or subsidiary
          of the Company within the meaning of Section
          423 of the Code; or
     
               (ii)  which permits the employee's
          rights to purchase Stock under all employee
          stock purchase plans, as defined in Section
          423 of the Code, of the Company and its
          subsidiaries to accrue at a rate which
          exceeds $25,000 of Fair Market Value of the
          Stock (determined at the time such option is
          granted) for each calendar year in which such
          stock option is outstanding at any time; or
     
               (iii)  if the employee's customary
          employment does not meet certain requirements
          for length of employment determined by the
          Committee from time to time; provided,
          however, that any such requirement for length
          of employment shall comply with Section 423
          of the Code.

<PAGE>
     
     4.   Offerings.  The Committee may make one or
more annual offerings to Eligible Employees to purchase
Stock under this Plan (each an "Offering").  The term
of any Offering, except the first Offering, shall be
for a period of 12 months' duration.  The first
Offering shall be for a period of six 6 months'
duration, commencing July 1, 1998 and ending January 1,
1999.  No Eligible Employee shall be granted an option
to purchase a number of shares of the Company in excess
of $25,000 divided by 100% of the Fair Market Value of
a share of Stock on the date immediately preceding the
Effective Date of the Offering (as defined in Paragraph
12 hereof).
     
     5.   Participation.  An Eligible Employee on the
Effective Date of the Offering may participate in such
Offering by completing and forwarding a payroll
deduction authorization form to the appropriate payroll
location before August 1st of the offering period
(September 1 for the first offering period).  An
Eligible Employee who submits such authorization is
referred to as a "Participant."  The form will
authorize a regular payroll deduction from the
Participant's pay.
     
     6.   Deductions.  The Company will maintain
payroll deduction accounts for all Participants.  A
Participant may purchase shares of Stock under this
Plan solely by means of payroll deduction.  Payroll
deductions, as designated by the Participant pursuant
to Paragraph 5, shall be a whole percentage of the
Participant's Compensation (as defined in Paragraph 12
hereof) but not less than one percent (1%) nor more
than ten percent (10%).
     
     7.   Deduction Changes.  A Participant may
increase or decrease the applicable payroll deduction
by filing a new payroll deduction authorization form
before August 1st of the offering period (September 1
for the first offering period).  The change may not
become effective sooner than the next pay period after
receipt of the form.  A payroll deduction may be
increased or decreased only once during the term of any
offering period.
     
     8.   Withdrawal From Participation in an Offering.
A Participant may, at any time and for any reason,
withdraw from participation in an Offering under this
Plan, upon advance written notice to the Committee.  As
soon as reasonably practicable thereafter, payroll
deductions shall cease and the entire amount credited
to the Participant's payroll deduction account under
this Plan shall be refunded to the Participant in cash
(partial refunds are not permitted).  Any Participant
who withdraws from an Offering under this Plan may not
resume participation in such Offering.
     
     9.   Purchase of Shares.
     
          (a)  Each Participant will be entitled to
     purchase as many whole shares of Stock as can be
     purchased with the total payroll deductions
     credited to the Participant's account during the
     specified offering periods in the manner and on
     the terms herein provided.
     
          (b)  The purchase price for a share of Stock
     under any Offering will be the lower of either:
     
               (i)  the Offering Price of 85% of the
          Fair Market Value of a share of Stock on the
          Effective Date of the Offering; or
     
               (ii)  the Alternative Offering Price of
          85% of the Fair Market Value of a share of
          Stock on the day one year (6 months for the
          first offering period) from the Effective
          Date of the Offering.
     
          (c)  As of the date one year (6 months for
     the first offering period) from the Effective Date
     of the Offering, the account of each Participant
     shall be totaled and the Alternative Offering
     Price determined.  If a Participant shall have
     sufficient funds in the Participant's account to
     purchase one or more full shares at the lower of
     either the Offering Price or the Alternative
     Offering Price as of that date, the Participant
     shall be deemed to have exercised the
     Participant's option to purchase such share or
     shares at such lower price, the Participant's
     account shall be charged for the amount of the
     purchase, and a stock certificate shall 

<PAGE>

     be issued
     to the Participant as of such day.  The balance of
     any payroll deductions credited to his account
     during the Offering shall be refunded to the
     Participant in cash.
     
     10.  Interest.  Interest will not accrue on any
employee payroll deduction accounts.
     
     11.  Registration of Certificates.  Certificates
will be registered only in the name of the Participant.
If a Participant makes written request to the
Committee, the Committee may cause the certificates to
be issued in the Participant's name jointly with a
member of his family with right of survivorship.
     
     12.  Definitions.
     
          (a)  "Compensation" means the total
     compensation paid in cash to a Participant
     including salaries, wages, overtime pay or
     commission, but excluding bonuses, moving or
     relocation allowances, car allowances, imputed
     income attributable to cars, life insurance or
     other benefits, or other items as determined by
     the Committee.
     
          (b)  "Effective Date of the Offering" shall
     be the date established by the Committee in making
     any Offering under this Plan.
     
          (c)  "Fair Market Value" shall be the closing
     price of the common stock of the Company as quoted
     on the NASDAQ National Market System
     ("NASDAQ/NMS") as reported in the Midwest Edition
     of The Wall Street Journal on the applicable
     valuation date hereunder, or if no sale of common
     stock of the Company is quoted on the NASDAQ/NMS
     on any such date, then the closing price of the
     common stock of the Company on the next preceding
     day on which a sale was made.
     
          (d)  "Subsidiary" means any corporation of
     which the Company or a Subsidiary owns 50% or more
     of the combined voting power of all classes of
     stock unless the Board determines that such
     corporation shall not be a "Subsidiary" for
     purposes hereof.  Only subsidiaries that satisfy
     the requirements of Section 424(f) of the Code
     shall be entitled to participate in the Plan.
     
     13.  Rights as a Shareholder.  None of the rights
or privileges of a shareholder of the Company shall
exist with respect to shares purchased under this Plan
unless and until such full shares shall have been duly
issued.
     
     14.  Rights on Retirement, Death or Termination of
Employment.  In the event of a Participant's
retirement, death, or termination of employment, no
payroll deduction shall be taken from any pay due and
owing to such Participant at such time and the balance
in such Participant's account shall be paid to such
Participant or, in the event of such Participant's
death, to such Participant's estate.  Transfer of a
Participant from the Company to a Subsidiary or vice
versa shall not constitute termination of employment.
     
     15.  Rights Not Transferable.  Rights under this
Plan are not transferable by a Participant, other than
by will or the laws of descent and distribution, and
are exercisable, during the Participant's lifetime,
only by the Participant.
     
     16.  Application of Funds.  All funds received or
held by the Company under this Plan may be used for any
corporate purpose and need not be segregated.
     
     17.  Adjustment in Case of Changes Affecting the
Common Stock of the Company.  In the event of any stock
dividend, split-up, recapitalization, merger,
consolidation, combination or exchange of shares, or
the like, as a result of which shares of any class
shall be issued in respect of the outstanding Stock, or
the Stock shall be changed into the same or a different
number of the same or another class of stock, or into
securities of another person, cash or other property
(not including a cash dividend), the total number of
shares authorized to be offered in accordance with
Paragraph 1, the number of shares subject to each
outstanding option, the option price applicable to each
such option, and/or the consideration to be received
upon exercise of each such option shall be adjusted in
a 

<PAGE>

fair and reasonable manner by the Committee.  In
addition, the Committee shall, in its sole discretion,
have authority to provide, in appropriate cases, for
(i) acceleration of the exercise date of outstanding
options or (ii) the conversion of outstanding options
into cash or other property to be received in certain
of the transactions specified in the preceding sentence
upon effectiveness of such transactions.
     
     18.  Amendment of the Plan.  The Board or the
Committee may at any time, or from time to time, amend
this Plan in any respect; provided, however, that no
amendment shall be made without the approval of the
shareholders of the Company if shareholder approval is
required for such amendment under applicable tax,
securities or other law.  Any action taken by the
Board, or the Committee pursuant hereto that is
otherwise inconsistent with the terms and conditions
hereof shall be given effect and be deemed to be an
amendment hereof as related to such action, to the
extent allowed by this Paragraph 18, so as to make such
terms and conditions consistent with such action.
     
     19.  Termination of the Plan.
     
          (a)  This Plan and all rights of Participants
     under any offering hereunder shall terminate:
     
               (i)  on the day that Participants become
          entitled to purchase a number of shares equal
          to or greater than the number of shares
          remaining available for purchase.  If the
          number of shares so purchasable is greater
          than the shares remaining available, the
          available shares shall be allocated by the
          Committee among such Participants in such
          manner as it deems fair and consistent with
          Section 423 of the Code; or
     
               (ii)  at any time, at the discretion of
          the Board or the Committee.
     
          (b)  Upon termination of this Plan, all
     amounts in the accounts of Participants shall be
     promptly refunded.
     
     20.  Governmental Regulations.  The obligation to
sell and deliver shares of the Stock under this Plan is
subject to the approval of any governmental authority
required in connection with the authorization, issuance
or sale of such stock.
     
     21.  Indemnification of Committee.  In addition to
such other rights of indemnification as they may have
as directors or as members of the Committee, the
members of the Committee shall be indemnified by the
Company against the reasonable expenses, including
attorneys' fees, actually and necessarily incurred in
connection with the defense of any action, suit or
proceeding, or in connection with any appeal therein,
to which they or any of them may be a party by reason
of any action taken or failure to act under or in
connection with the Plan or any option granted
thereunder, and against all amounts paid by them in
settlement thereof (provided such settlement is
approved by independent legal counsel selected by the
Company) or paid by them in satisfaction of a judgment
in any such action, suit or proceeding, except in
relation to matters as to which it shall be adjudged in
such action, suit or proceeding, that such Committee
member is liable for gross negligence or willful
misconduct in the performance of his duties; provided
that within 60 days after the institution of any such
action, suit or proceeding, a Committee member shall in
writing offer the Company the opportunity, at its own
expense, to handle and defend the same.
     
     22.  Approval of Shareholders.  The Plan has been
adopted by the Board but is subject to approval of the
shareholders of the Company at the next annual or
special meeting of shareholders.

<PAGE>
     
                  Preliminary Copies
                      Proxy Card
           ADVANTAGE LEARNING SYSTEMS, INC.
                           
   This Proxy is Solicited on Behalf of the Board of
                       Directors


   The undersigned appoints Michael H. Baum and John
R.  Hickey, and each of them, as proxies, each with the
power to appoint his substitute, and authorizes each of
them to represent and to vote, as designated below, all
of the shares of stock of Advantage Learning Systems,
Inc. held of record by the undersigned on March 1, 1999
at the 1999 Annual Meeting of Shareholders of Advantage
Learning Systems, Inc. to be held on April 14, 1999 or
at any adjournment thereof.
   
   This proxy when properly executed will be voted in
the manner directed herein by the undersigned
shareholder.  If no direction is made, this proxy will
be voted "FOR" the election of all nominees for
directors, "FOR" the approval of the Employee Stock
Purchase Plan and "FOR" the approval of an amendment to
the Amended and Restated Articles of Incorporation.

(Detach below and return using the envelope provided.)

<PAGE>

 Advantage Learning Systems, Inc. 1999 Annual Meeting

<TABLE>
<S>                                  <C>                      <C>                     <C>
1.ELECTION OF DIRECTORS:
  (To serve until the 2000      1-Judith A. Paul     [ ] FOR all nominees     [ ] WITHHOLD AUTHORITY
  Annual Meeting and until      2-Terrance D. Paul       listed to the left       to vote for all
  their successors are          3-Michael H. Baum        (except as specified     nominees listed
  elected and qualified)        4-John R. Hickey         below).                  to the left.
                                5-Timothy P. Welch
                                6-Perry S. Akins
                                7-John H. Grunewald

  (Instructions:  To withhold authority to vote for
  any indicated nominee, write the number(s) of the 
  nominee(s) in the box provided to the right.

2.PROPOSAL TO APPROVE THE EMPLOYEE STOCK PURCHASE PLAN:
 [ ]   FOR approval of the Employee Stock Purchase Plan.
 [ ]   AGAINST approval of the Employee Stock Purchase Plan.
 [ ]   ABSTAIN from voting on the Employee Stock Purchase Plan.

3.PROPOSAL TO APPROVE AN AMENDMENT TO THE AMENDED AND
  RESTATED ARTICLES OF INCORPORATION:
 [ ]   FOR approval of an amendment to the Amended and
 [ ]   Restated Articles of Incorporation.
 [ ]   AGAINST approval of an amendment to the Amended
         and Restated Articles of Incorporation.
 [ ]   ABSTAIN from voting on an amendment to the Amended
         and Restated Articles of Incorporation.

4.IN THEIR DISCRETION, THE PROXIES ARE AUTHORIZED TO
  VOTE UPON SUCH OTHER BUSINESS AS MAY PROPERLY COME
  BEFORE THE MEETING.


  No. of Shares  ________                         Date:______________________
  Check appropriate box
  Indicate changes below:                          __________________________
                                                   (Signature of Shareholder)
  Address Change? [ ]   Name Change?    [ ]         _________________________
                                                   (Signature of Shareholder - 
                                                        if held jointly)

                                                     Please sign exactly as
                                                     name appears hereon.
                                                     When shares are held by
                                                     joint tenants, both
                                                     should sign.  When
                                                     signing as attorney,
                                                     executor, administrator,
                                                     trustee or guardian,
                                                     please give full title
                                                     as such.  If a
                                                     corporation, please sign
                                                     in full corporate name by
                                                     President or other
                                                     authorized officer.  If a
                                                     partnership, please sign
                                                     in partnership name by
                                                     authorized person.


</TABLE>


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