UNITED MAGAZINE CO
10QSB, 1996-08-13
REAL ESTATE
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<PAGE>   1
                       SECURITIES AND EXCHANGE COMMISSION

                             WASHINGTON, D.C. 20549


                                   FORM 10-QSB

               QUARTERLY REPORT UNDER SECTION 13 OR 15 (d) OF THE

                         SECURITIES EXCHANGE ACT OF 1934


                    For the Third Quarter Ended June 29, 1996
                         Commission File Number: 0-2675

                             United Magazine Company
                               An Ohio Corporation
                            I.R.S. Number: 31-0681050

                                 5131 Post Road
                               Dublin, Ohio 43017
                  Registrant's Telephone Number: (614) 792-0777

         Indicate by check mark whether the Registrant (1) has filed all reports
required to be filed by Section 13 or 15 (d) of the Securities Exchange Act of
1934 during the preceding twelve months (or for such shorter period that the
Registrant was required to file such reports), and (2) has been subject to such
filing requirements for the past ninety days.

                           Yes:    X     No:
                                 ----        ----

         Indicate the number of shares outstanding of each of the issuer's
classes of Common Stock, as of the latest practicable date.

         Number of common shares, without par value, outstanding as of June 29,
1996 26,660,334.

         Traditional Small Business Disclosure Format (check one):

                           Yes:    X     No:
                                 ----        ----
<PAGE>   2
                             UNITED MAGAZINE COMPANY

                                   FORM 10-QSB

                    FOR THE THIRD QUARTER ENDED JUNE 29, 1996

                                      INDEX


PART I - FINANCIAL INFORMATION

Item 1.   Financial Statements:

          Condensed Consolidated Balance Sheets (Unaudited) June 29, 1996 and
          September 30, 1995

          Condensed Consolidated Statements of Operations (Unaudited) For the
          Three Months and Nine Months Ended June 29, 1996 and July 1, 1995

          Condensed Consolidated Statements of Cash Flow (Unaudited) For the
          Nine Months Ended June 29, 1996 and July 1, 1995

          Notes to Condensed Consolidated Financial Statements

Item 2.   Management's Discussion and Analysis of Financial
          Condition and Results of Operations

PART II - OTHER INFORMATION AND SIGNATURES

Item 1.   Legal Proceedings

Item 2.   Change in Securities

Item 3.   Default Upon Senior Securities

Item 4.   Submission of Matters to a Vote of Security Holders

Item 5.   Other Information

Item 6.   Exhibits and Reports on Form 8-K

Signatures
<PAGE>   3
                             UNITED MAGAZINE COMPANY
                      CONDENSED CONSOLIDATED BALANCE SHEETS
                   AS OF JUNE 29, 1996 AND SEPTEMBER 30, 1995
<TABLE>
<CAPTION>
                                                            JUNE 29,          SEPTEMBER 30,
                                                              1996                 1995
                                                          ------------        ------------
             ASSETS                                        (Unaudited)         (Audited)
<S>                                                       <C>               <C>        
CURRENT ASSETS:
   Cash                                                   $   317,711       $   755,338
   Accounts receivable, net                                 7,516,540         2,869,762
   Inventories                                              5,143,659         3,096,982
   Accounts receivable, affiliate                           1,667,000                 0
   Prepaids and other                                         640,753            58,007
                                                          -----------       -----------
              Total current assets                         15,285,663         6,780,089
                                                          -----------       -----------

PROPERTY AND EQUIPMENT, at cost:
   Furniture and equipment                                  2,070,553           590,068
   Vehicles                                                 1,113,378           479,628
   Leasehold improvements                                     214,444           101,616
                                                          -----------       -----------
                                                            3,398,375         1,171,312
   Less - accumulated depreciation and amortization        (1,571,509)         (475,501)
                                                          -----------       -----------

              Total property and equipment, net             1,826,866           695,811
                                                          -----------       -----------

INVESTMENT IN WILMINGTON
   Business option                                                  0         3,202,672
   Note and interest receivable from Wilmington                     0           524,375
                                                          -----------       -----------
              Total investment in Wilmington                        0         3,727,047
                                                          -----------       -----------

OTHER ASSETS:
   Sales orders and regulatory records, net                 2,235,518           677,959
   Costs in excess of net assets acquired, net             10,161,947           446,830
   Prepaid contracts and other                                891,180             5,786
                                                          -----------       -----------

              Total other assets                           13,288,645         1,130,575
                                                          -----------       -----------

              Total assets                                $30,401,174       $12,333,522
                                                          ===========       ===========
</TABLE>



(Continued on next page)


                                       1
<PAGE>   4
                             UNITED MAGAZINE COMPANY
                      CONDENSED CONSOLIDATED BALANCE SHEETS
                   AS OF JUNE 29, 1996 AND SEPTEMBER 30, 1995

<TABLE>
<CAPTION>
                                                                  JUNE 29,         SEPTEMBER 30.
      LIABILITIES AND SHAREHOLDERS' EQUITY                          1996                1995
      ------------------------------------                     ------------        ------------
                                                                 (Unaudited)          (Audited)
<S>                                                            <C>                <C>  
CURRENT LIABILITIES:
   Current portion of debt obligations-
     Shareholders                                              $    206,299        $     50,000
     Other                                                        1,669,841              63,076
   Accounts payable                                              15,525,478           4,763,693
   Accrued expenses                                               2,106,745             792,358
   Reserve for gross profit on sales returns                      1,613,673             541,499
   Advances from shareholders                                             0               8,933
                                                               ------------        ------------
              Total current liabilities                          21,122,036           6,219,559

LONG-TERM DEBT OBLIGATIONS:
   Shareholders                                                     420,833             137,500
   Other                                                            533,333                   0

ACCRUED PENSION OBLIGATION                                        1,534,491                   0

POST RETIREMENT BENEFIT OBLIGATION                                1,252,458                   0

DEALER ADVANCE PAYMENTS                                              40,050              38,750
                                                               ------------        ------------
              Total liabilities                                  24,903,201           6,395,809
                                                               ------------        ------------
COMMITMENTS AND CONTINGENCIES

COMMON STOCK SUBJECT TO PUT 
   AGREEMENTS, 4,821,398 shares                                   4,198,011           3,804,185
                                                               ------------        ------------
SHAREHOLDERS' EQUITY:
   Common stock, no par value, 53,250,000 shares
     authorized, 42,735,052 and 42,500,561 issued,
     and 26,660,334 and 26,425,843 outstanding
     (including shares subject to Put Agreements)                       250                 250
   Paid-in capital                                               42,972,293          42,701,846
   Treasury stock, at cost                                          (16,998)            (16,998)
   Retained deficit                                             (41,655,583)        (40,551,570)
                                                               ------------        ------------
              Total shareholders' equity                          1,299,962           2,133,528
                                                               ------------        ------------

              Total liabilities and shareholders' equity       $ 30,401,174        $ 12,333,522
                                                               ============        ============
</TABLE>



        The accompanying notes to consolidated financial statements are an
              integral part of these consolidated balance sheets.


                                       2
<PAGE>   5
                             UNITED MAGAZINE COMPANY
                                   FORM 10-QSB
                    FOR THE THIRD QUARTER ENDED JUNE 29, 1996
                 CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS
                         JUNE 29, 1996 AND JULY 1, 1995

<TABLE>
<CAPTION>

                                      3 Months Ended     3 Months Ended      9 Months Ended     9 Months Ended
                                           1996                1995               1996               1995
                                     ----------------------------------      ---------------------------------
                                      (Unaudited)        (Unaudited)         (Unaudited)         (Unaudited)
<S>                                  <C>                 <C>                 <C>                 <C>         
NET SALES                            $ 14,457,754        $  6,302,495        $ 34,207,451        $ 18,387,975

COST OF GOODS SOLD                     11,113,565           4,763,728          26,000,587          13,784,079
                                     ------------        ------------        ------------        ------------ 

      GROSS PROFIT                      3,344,189           1,538,767           8,206,864           4,603,896

OTHER OPERATING INCOME                    235,590             152,925             514,982             322,399

SELLING, GENERAL AND
   ADMINISTRATIVE EXPENSES             (3,967,588)         (1,763,036)         (9,486,839)         (5,261,821)

INCOME (LOSS) FROM INVESTMENT
   IN WILMINGTON                                0             (37,238)            (90,192)            (37,238)

WRITEDOWN OF GOODWILL AND
   INVENTORY                                    0                   0                   0            (342,148)
                                     ------------        ------------        ------------        ------------

INCOME (LOSS) FROM OPERATIONS            (387,809)           (108,582)           (855,185)           (714,912)

INTEREST INCOME (EXPENSE), NET           (151,414)           (138,492)           (428,879)           (190,777)

SETTLEMENT, NET                                 0                   0                   0           2,352,202

OTHER INCOME (EXPENSE)                    138,102              49,507             180,051             533,492
                                     ------------        ------------        ------------        ------------

INCOME (LOSS) BEFORE PROVISION
   FOR INCOME TAXES                      (401,121)           (197,567)         (1,104,013)          1,980,005

PROVISION FOR INCOME TAXES                      0                   0                   0                   0
                                     ------------        ------------        ------------        ------------

NET INCOME (LOSS)                    $   (401,121)       $   (197,567)       $ (1,104,013)       $  1,980,005
                                     ============        ============        ============        ============ 

WEIGHTED AVERAGE
  NUMBER OF SHARES OUTSTANDING         26,818,364          26,364,676          26,748,701          23,242,870
                                     ============        ============        ============        ============

NET INCOME (LOSS) PER COMMON
   SHARE                             $       (.01)       $       (.01)       $       (.04)       $        .09
                                     ============        ============        ============        ============
</TABLE>





                                       3
<PAGE>   6
                             UNITED MAGAZINE COMPANY
                                   FORM 10-QSB
                    FOR THE THIRD QUARTER ENDED JUNE 29, 1996
                 CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOW
                            FOR THE NINE MONTHS ENDED
                         JUNE 29, 1996 AND JULY 1, 1995
<TABLE>
<CAPTION>
                                                                       9 Months Ended    9 Months Ended
                                                                          June 29,            July 1,
                                                                           1996               1995
                                                                       --------------    --------------
                                                                        (Unaudited)       (Unaudited)

<S>                                                                    <C>                <C>      
NET CASH (PROVIDED BY) OPERATING ACTIVITIES                            $ 2,107,890        $ 951,692
                                                                       -----------        ---------

CASH FLOWS FROM INVESTING ACTIVITIES:
     Cash used for acquisition                                                   0         (500,000)
     Purchases of property and equipment                                  (490,688)         (78,783)
                                                                       -----------        ---------
     Net cash used in investing activities                                (490,688)        (578,783)
                                                                       -----------        ---------

CASH FLOWS FROM FINANCING ACTIVITIES:
  Proceeds from debt issuance                                                    0          166,668
  Sale of common stock subject to put agreement                                  0          482,140
  Redemption of treasury stock                                                   0          (16,998)
  Payment on debt obligations                                             (396,762)      (1,026,672)
  Advances to related parties                                           (1,658,067)        (251,928)
                                                                       -----------        ---------

             Net cash used in financing activities                      (2,054,829)        (646,790)
                                                                       -----------        ---------


NET DECREASE IN CASH AND EQUIVALENTS                                      (437,627)        (273,881)


CASH, beginning of period                                                  755,338          623,064
                                                                       -----------        ---------

CASH, end of period                                                    $   317,711        $ 349,183
                                                                       ===========        =========
Supplemental Disclosure of Cash Flow Information

      Cash paid during the period for interest                         $    74,092        $  76,270
                                                                       ===========        =========
</TABLE>



                                       4
<PAGE>   7
                 CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOW
            FOR THE NINE MONTHS ENDED JUNE 29, 1996 AND JULY 1, 1995
                           INCREASE (DECREASE) IN CASH

Supplemental Schedule of Noncash Investing and Financing Activities

1996:

Under terms of the May 24, 1993 Partnership Dissolution Plan and Agreement
between UNIMAG, Service News Company, MDI L.P., and Magazine Distributors, Inc.,
UNIMAG is required to issue stock valued at $1.00 per share annually for
consulting fees earned at an amount equal to 1% of wholesale revenues of Yankee
News Company.

During the first fiscal quarter of 1996, UNIMAG issued 234,491 shares of UNIMAG
stock for the consulting fees earned during the fiscal year ended September 30,
1995. During the nine months ended June 29, 1996, $179,447 of consulting fees
were earned requiring future distribution of 179,447 shares of stock.

During the second quarter of 1996, UNIMAG purchased all of the outstanding stock
of Triangle News Company, Inc. See Note 6 to the Financial Statements.

1995:

During the first fiscal quarter of 1995, UNIMAG authorized the issuance of
223,046 shares of UNIMAG stock for the consulting fees earned during the fiscal
year ended October 1, 1994. During the nine months ended July 1, 1995, $172,736
of consulting fees were earned requiring future distribution of 172,736 shares
of stock.

     The accompanying notes to condensed consolidated financial statement are an
           integral part of these condensed consolidated statements.



                                       5
<PAGE>   8
                    UNITED MAGAZINE COMPANY AND SUBSIDIARIES
                                   FORM 10-QSB
              NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS
                    FOR THE THIRD QUARTER ENDED JUNE 29, 1996
                                   (UNAUDITED)

1.       GENERAL

         In the opinion of management, the accompanying unaudited condensed
         consolidated financial statements contain all adjustments necessary to
         present fairly the financial position of United Magazine Company and
         subsidiaries (UNIMAG or the Company) as of June 29, 1996 and September
         30, 1995, the results of its operations for the three and nine months
         ended June 29, 1996 and July 1, 1995, and the cash flows for the nine
         months ended June 29, 1996 and July 1, 1995. All such adjustments were
         of a normal recurring nature. The results of operations in any interim
         period are not necessarily indicative of results for the full year.

  2.     THE BUSINESS

         United Magazine Company (UNIMAG or the Company) is an Ohio corporation
         which was incorporated on April 8, 1964 under the name Citizens Holding
         Company. UNIMAG (the Parent) is a holding company. All operations for
         the quarter ended June 29, 1996 were conducted through four of its
         seven consolidated subsidiaries.

         All operations for the period from April 1, 1995 through December 30,
         1995 were conducted through two of its then five consolidated
         subsidiaries and through its investment in Service News Company of
         Wilmington, North Carolina (Wilmington). All operations for the period
         from October 1, 1994 through April 1, 1995 were conducted through its
         consolidated subsidiary Service News Company of Connecticut, doing
         business as Yankee News Company (Yankee).

         Yankee is engaged in wholesale magazine, newspaper and book
         distribution and owns and operates four newsstands and one bookstore.
         Reader's Choice(RC), acquired in April, 1995, is engaged in the
         business of managing and reporting information on retail display
         allowances and collecting these allowances which are paid by publishers
         to retailers.

         On April 5, 1995, UNIMAG entered into a Services and Management
         Agreement with Service News Company of Wilmington, North Carolina
         ("Wilmington") and SNPC, Inc. ("SNPC"), both North Carolina
         corporations, and with Doris R. Marshall, the individual shareholder of
         the Companies, pursuant to which UNIMAG agreed to manage the operations
         commencing April 1, 1995. In consideration, UNIMAG was to receive a
         Management Fee.

         The Agreement granted UNIMAG an option to purchase all of the
         outstanding stock of Wilmington through the life of the Agreement. The
         option price was originally $482,140, but was subject to additional
         adjustments upon resolution of contingent provisions of the Agreement.
         On January 12, 1996, UNIMAG exercised the option and purchased
         Wilmington for $10.00.



                                       6
<PAGE>   9
         On January 23, 1996, United Magazine Company (UNIMAG) purchased all of
         the outstanding stock of Triangle News Company, Inc., a Pennsylvania
         corporation (Triangle) from Marilyn R. Watson, John G. Watson and
         Lonnie Watson, individuals residing in Pittsburgh, Pennsylvania
         (Sellers). The purchase price is subject to future adjustments and
         future contingencies, including a contingent payment based on
         successful completion of certain pending contracts for future business.
         Consideration given was cash of $1,647,000, seller financing of
         $646,590 and 100,000 shares of UNIMAG stock. The seller financing may
         be subject to future adjustments.

         UNIMAG also owns three inactive subsidiaries. Sportstuff Marketing,
         Inc. (SSM) was a wholesale distributor of sports apparel products and
         operated one sports apparel retail outlet. Team Logos Sportstuff, Inc.
         (TLSI) previously owned and operated sports apparel retail stores.
         UNIMAG I, Inc. (UNIMAG I), a wholly-owned subsidiary of TLSI,
         previously held certain intangible assets related to the franchise
         operations of TLSI. Imperial News Co., Inc. (Imperial), previously
         engaged in the wholesale magazine and book distribution business, has
         been in bankruptcy since 1991, and has no material assets.

         A. Business of Service News Company of Connecticut (Yankee)

         Yankee is headquartered in a 34,000 square foot leased facility
         located in Waterbury, Connecticut. From this facility Yankee
         distributes magazines, books, newspapers and various sundry items to
         retailers who sell to customers in the central Connecticut market.
         Yankee also operates four retail "Newsrack" outlets which sell
         magazines, newspapers, and related products and operates one retail
         bookstore. During 1995 Yankee generated approximately 99% of UNIMAG's
         net sales.

         B. Business of Service News Company of Wilmington (Wilmington)

         Service News Company of Wilmington (Wilmington) is headquartered in a
         20,000 square foot leased facility located in Wilmington, North
         Carolina. From this location, Wilmington distributes magazines, books
         and various sundry items to retailers who sell to customers in eastern
         North Carolina.

         C. Business of Triangle News Company, Inc. (Triangle)

         Triangle News Company, Inc. (Triangle) is headquartered in a 62,400
         square foot leased facility located in Pittsburgh, Pennsylvania. From
         this location, Triangle distributes magazines, books, newspapers, and
         various sundry items to retailer who sell to consumers in Western
         Pennsylvania, West Virginia and Eastern Ohio.

         D. Business of Reader's Choice, Inc. (RC)

         Reader's Choice, Inc. (RC), established in October, 1984, was acquired
         on April 11, 1995. RC is engaged in the business of managing and
         reporting information on retail display allowances and collecting these
         allowances which are paid by publishers to retailers. For these
         management services RC receives a percentage of the allowances
         collected on behalf of 


                                       7
<PAGE>   10
         the retailers. From its location in Dublin, Ohio, RC provides these
         services to major retail chains and major independent retailers with
         outlets in 43 states and the District of Columbia.

         E. Business of Sportstuff Marketing, Inc. (SSM)

         Sportstuff Marketing, Inc. (SSM) established in March, 1993 was engaged
         in the wholesale distribution of sports apparel merchandise and
         services, primarily to major grocery and pharmaceutical chains. In
         March, 1995, SSM ceased all wholesaling of sports apparel merchandise.
         SSM is no longer an active company.

         F. Business of Team Logos Sportstuff, Inc. (TLSI) and UNIMAG I

         Team Logos Sportstuff, Inc. (TLSI) and its subsidiary UNIMAG I, both
         established in July, 1992, were engaged in the business of owning and
         franchising retail sports apparel stores throughout the country. During
         the fiscal year ended October 2, 1993 TLSI closed all remaining retail
         locations, and UNIMAG I deactivated its franchising operations. TLSI is
         currently inactive except for the winding down of final business
         activities. UNIMAG I is no long an active company.

  3.     SETTLEMENT OF PRUDENTIAL LAWSUIT

         On January 26, 1995, the Company reached final settlement of its
         lawsuit against Prudential Insurance Company of America and two (2) of
         its affiliates. As part of the settlement, the Company received
         $3,000,000, less related professional fees of $647,798. This
         transaction was recorded in the first quarter of fiscal 1995
         financial statements.

  4.     PROVISION FOR INCOME TAXES

         The provision for income taxes is as follows:
<TABLE>
<CAPTION>
                3 Months         3 Months         9 Months        9 Months
                 Ended            Ended            Ended            Ended   
                  1996             1995             1996             1995
               --------------------------        --------------------------
<S>            <C>              <C>              <C>              <C>      
Current        $(161,000)       $ (79,000)       $(442,000)       $ 792,000
Deferred         161,000           79,000          442,000         (792,000)
               ---------        ---------        ---------        ---------
Total          $       0        $       0        $       0        $       0
               =========        =========        =========        =========
</TABLE>


         For the nine months and three months ended June 29, 1996, and July 1,
         1995, the difference between the statutory tax rate of 34% and the
         effective rate of zero is due primarily to the uncertainty of the
         realization of net operating losses generated.

         As of June 29, 1996, UNIMAG had approximately $21,690,000 of Federal
         net operating loss (NOL) carryfowards for tax purposes. The amount that
         UNIMAG can utilize each year is restricted due to multiple changes in
         ownership. The NOL carryforwards will expire in the years 2003 through
         2009.




                                       8
<PAGE>   11
         The company has provided deferred income taxes at a 40% tax rate which
         represents a blended statutory federal and state income tax rate. The
         Company has recorded a full valuation allowance of approximately
         $10,268,000 due to the uncertainty of future realization of its
         remaining available net operating loss (NOL) carryforwards in
         accordance with the provisions of SFAS No. 109.

  5.     WILMINGTON FINANCIAL INFORMATION (UNAUDITED)

         In April of 1995, UNIMAG entered into a Services and Management
         Agreement with Service News Company of Wilmington, North Carolina
         (Wilmington). Included in the Agreement was an option to purchase all
         of the outstanding stock of Wilmington. As of December 30, 1995, UNIMAG
         had not exercised its option and therefore, treated the option as an
         investment and accounted for the investment under the equity method.
         UNIMAG exercised their option to acquire Wilmington on January 12, 1996

         The unaudited condensed operating results of Wilmington for the three
         months ended December 30, 1995 and July 1, 1995 are as follows:

<TABLE>
<CAPTION>
                                              December 30,          July 1,
                                                  1995               1995
                                             ------------------------------
<S>                                          <C>                <C>        
Net sales                                    $ 1,715,000        $ 1,915,000
Gross profit                                     453,000            486,000
Operating income                                  40,000            134,000
Income (loss) before business option 
  amortization                                   (18,000)            30,000
Income (loss) after business option 
  amortization                                   (90,000)           (37,000)
</TABLE>


         The shareholders of Wilmington have shares, issued as part of the
         consideration for the option to purchase the stock of Wilmington, that
         are subject to future Put Agreements commencing in April of 1997.
         During the period from September 30, 1995 through June 30, 1996 UNIMAG
         accreted interest of $393,826 for the increase in value of the putable
         shares during that period.

6.       PITTSBURGH ACQUISITION

         On January 23, 1996, United Magazine Company (UNIMAG) purchased all of
         the outstanding stock of Triangle News Company, Inc., a Pennsylvania
         corporation (Triangle) from Marilyn R. Watson, John G. Watson and
         Lonnie Watson, individuals residing in Pittsburgh, Pennsylvania
         (Sellers). The purchase price is subject to future adjustments and
         future contingencies, including a contingent payment based on
         successful completion of certain pending contracts for future business.
         Consideration given was cash of $1,647,000, seller financing of
         $646,590 and 100,000 shares of UNIMAG stock. The seller financing may
         be subject to future adjustments.

         In connection with the closing, UNIMAG financed $1,000,000 through its
         wholly-owned subsidiary Service News Company of Connecticut, which
         utilized part of a line of credit from 


                                       9
<PAGE>   12
         the Bank of Boston and financed an additional $700,000 secured by the
         assets of Triangle from the Bank of Boston.

  7.     OPTIONS TO PURCHASE COMPANIES

         On July 26, 1996, the Company entered into an asset transfer agreement
         with Northern News Company. On July 30, 1996, the Company entered into
         a stock transfer agreement with Michiana News Co. On July 31, 1996,
         the Company entered into a stock transfer agreement with Stoll Cos.
         An asset transfer agreement with Ohio Periodical Distributors of
         Columbus and Ohio Periodical Distributors of Cincinnati (collectively
         "OPD") is pending. The Company has filed with the Federal Trade
         Commission under the Hart-Scott-Rodino Antitrust Improvements Act of
         1976 for approval of the acquisition of the assets of OPD, and that
         application was approved on August 9, 1996. If all of the acquisitions
         are successfully consummated, UNIMAG's annual revenues would increase
         to in excess of $233,000,000.

8.        PRO FORMA FINANCIAL INFORMATION (UNAUDITED)

         The following unaudited proforma consolidated balance sheet contains
         certain proforma adjustments to reflect the acquisition of Service News
         Company of Wilmington and Triangle News Company, Inc. as if they had
         occurred on October 2, 1994.

<TABLE>
<CAPTION>
                                                     UNIMAG
                                                    COMBINED
                                                    PRO FORMA
                                                  ------------
<S>                                               <C>       
                   FOR THE NINE MONTHS
                     ENDED JUNE 29, 1996:

                   Net sales                        42,506,177
                   Income (loss)
                     from operations                  (831,310)
                   Net income (loss)                (1,074,135)
                   Earnings per share                   ($0.04)

                   FOR THE NINE MONTHS
                     ENDED JULY 1, 1995:

                   Net sales                        41,960,277
                   Income from operations             (459,166)
                   Net income (loss)                 1,778,289
                   Earnings per share                    $0.08
</TABLE>




                                      10
<PAGE>   13
ITEM 2.    MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL
                 CONDITION AND RESULTS OF OPERATIONS

         A. RESULTS OF OPERATIONS OF UNIMAG FOR THE THREE MONTHS ENDED JUNE 29,
                                  1996 AND JULY 1, 1995

                During the three months ended March 30, 1996, the Company
         completed acquisitions of Wilmington and Pittsburgh distributorships.
         These two new subsidiaries accounted for $7,723,000 of the sales
         increase in the third quarter ended June 29, 1996 versus the prior
         year's quarter, while Yankee increased sales by $499,000, or 8%, due
         to new chain business. The gross profit increase included
         approximately $1,726,000 from the two new subsidiaries plus $118,000
         from the Reader's Choice subsidiary, while Yankee gross profit was
         down $85,000 from the corresponding prior year quarter.

                The decline in the gross profit and net income of Yankee was
         primarily due to the absorption by Yankee of approximately $400,000 in 
         product returns from new customers acquired during the quarter.
         Although Yankee did not sell this inventory to the acquired customers,
         it had to give these customers full wholesale sales credit while
         receiving only wholesale cost credits from publishers. This reduced
         revenues for the quarter by approximately $400,000 and reduced net
         income for the quarter by approximately $100,000.

         The $2,205,000 increase in selling, general, and administrative
         expenses included $2,054,000 from the two new subsidiaries, $96,000
         from Reader's Choice, and a $72,000 increase in Yankee.

         During the quarter ended July 1, 1995, approximately 97% of the revenue
         was derived from Yankee. During that same quarter, UNIMAG recognized
         $37,000 in income from its management agreement with Wilmington,
         amortized the option by $74,000, and accreted $119,000 in interest
         for the future put agreements.

         The quarter ended June 29, 1996 included accreted put interest in
         connection with Wilmington in the amount of $131,275.

         The quarter ended June 29, 1996 produced a loss of $401,121 versus a
         loss of $197,567 in the corresponding quarter ended July 1, 1995. The
         June 29, 1996 loss included non-cash charges of approximately $721,000
         for depreciation, amortization, accreted put interest, and management
         fees. Pittsburgh and Wilmington accounted for approximately $381,000 of
         the non-cash charges.




                                       11
<PAGE>   14
ITEM 2.  MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL
               CONDITION AND RESULTS OF OPERATIONS

         B.  RESULTS OF OPERATIONS OF UNIMAG FOR THE NINE MONTHS ENDED JUNE 29,
                                    1996 AND JULY 1, 1995

         During the nine months ended June 29, 1996, the Company reported six
         months of operations for Wilmington and Pittsburgh in the consolidated
         results. The consolidated results also included nine months of Reader's
         Choice, Yankee, and the Parent company and three months of Wilmington
         ended December 30, 1995 under the equity method. The corresponding nine
         months ended July 1, 1995 included only Yankee, the Parent Company,
         discontinued operations and three months of Wilmington ended July 1,
         1995 under the equity method. See Note 8 to the Financial Statements.

         The six months combined results of Wilmington and Pittsburgh included
         revenues of $15,260,000, a gross margin of $3,411,000, and a net loss
         of $375,000.

         In addition to the changes in the financial statements reported above
         as a result of the Wilmington and Pittsburgh acquisitions during the
         quarter ended March 30, 1996, the comparative results for the nine
         months ended June 29, 1996 versus the corresponding nine months ended
         July 1, 1995 included other significant transactions.

         The first quarter of fiscal 1995 included a settlement of a lawsuit
         with Prudential. As part of that settlement UNIMAG received $3,000,000
         less related professional fees of $648,000.

         The loss from investment for the quarters ended July 1, 1995 and
         December 30, 1995 is for the investment in Wilmington described in Note
         5. Other expenses for the nine months ended June 29, 1996 includes
         $393,825 of interest accreted on the Wilmington put agreements.

         Reader's Choice was acquired on April 5, 1995. For the nine months
         ended June 29, 1996 Reader's Choice had revenues of $267,000 and a
         profit of $19,000.

         For the nine months ended June 29, 1996 compared with the nine months
         ended July 1, 1995, Yankee revenue was up 3% and gross profit was down
         by $3,000. Net income decreased by $84,000 to $216,000 with the
         difference due primarily to the loss of gross margin on excess returns
         for new customers as described in the discussion and analysis of the
         results of operations for the three months ended June 29, 1996.



                                       12
<PAGE>   15
C.       Liquidity, Capital Resources and Factors Affecting Future Performance


<TABLE>
         The Company's working capital (deficit) is as follows:
<S>                                                      <C>              
         June 29, 1996 (9 months)                        $(5,836,000)
         March 30, 1996 (6 months)                        (5,134,000)
         September 30, 1995 (fiscal year)                    560,000
         October 1, 1994 (fiscal year)                    (1,371,000)
</TABLE>


         The decline in working capital position of $702,000 during the quarter
         ended June 29, 1996 is due primarily to operating losses and the
         payment of up-front fees to secure three year contracts with
         customers. The payments are being amortized over three years, and the
         long-term portion of the prepaid fees increased by approximately
         $375,000. During the quarter non-cash charges exceeded the operating
         loss by approximately $320,000. Capital expenditures of $209,000 and
         long-term debt reductions of $171,000 used $380,000 of working
         capital.

         The working capital position declined by $5,866,000 during the quarter
         ended March 30, 1996, primarily as a result of the acquisition of
         Pittsburgh and Wilmington where current liabilities exceeded current
         assets.

         The Company anticipates improvements in working capital and cash flow
         in the remainder of 1996 from operations in Yankee, Pittsburgh, and
         Wilmington, from additional management fees paid by stock, and by
         continued depreciation, amortization, and accretion of long-term
         interest, net of planned capital expenditures and reductions in
         long-term debt.

         The Company anticipates that these operations will generate adequate
         cash flow to finance the remainder of the 1996 business plan. In
         addition, the Company is completing several acquisitions of similar
         magazine distributorships during 1996. In connection with these
         acquisitions, the Company is negotiating for funds for these
         acquisitions and for additional working capital.

         The future performance of wholesale distribution operations of the
         Company may be impaired by changes currently occurring in the industry.
         Historically, a magazine distributor serviced all accounts within a
         fixed geographic territory with minimal competition. Recently, several
         large retail chains have consolidated magazine purchases from a reduced
         number of wholesalers, creating opportunities for increased business as
         well as risks for a loss of business. In addition, this consolidation
         can result in reduced gross profit margins as a percent of sales due 
         to increased discounting and advance payment of fees; however, these
         can be offset by increased revenue and gross profit. Although the
         Company believes it is strategically positioned to take advantage of
         market conditions, the future outcome of these changes is uncertain at
         this point in time.

D.       Inflation

         The impact of inflation on wholesale and retail operations is difficult
         to measure. The Company cannot easily pass magazine costs on to
         customers, so it must control inflation at the point of purchase. The
         Company is engaged in activities to control these costs. As a result,
         the Company believes that the effect of inflation on the results of
         operations and financial condition has been minor and is expected to
         remain so in the future.


                                       13
<PAGE>   16


E.       Seasonality

         The sale of magazines and newspapers is subject to minimal seasonality,
         except for small increases during the summer months. Books achieve
         their highest level of sales during the first fiscal quarter.




                                       14
<PAGE>   17
PART II. OTHER INFORMATION AND SIGNATURES

Item 1.  LEGAL PROCEEDINGS

         Except as set forth below, there have been no material developments in
         legal proceedings involving either the Company or its subsidiaries
         since the filing of the Company's Quarterly Report on Form 10-QSB for
         the Fiscal Quarter Ended March 30, 1996.

         On May 30, 1996, the Company's Motion for Summary Judgment was granted
         in an action in the Franklin County Common Pleas Court in a matter
         brought by a shareholder of Team Logos Corporation with respect to
         certain agreements he had with that corporation

Item 2.  CHANGE IN SECURITIES:

         None

Item 3.  DEFAULT UPON SENIOR SECURITIES:

         None

Item 4.  SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS:

         None

Item 5.  OTHER INFORMATION:

         None.

Item 6.  EXHIBITS AND REPORTS ON FORM 8-K:

         On August 8, 1996 UNIMAG filed a Form 8-K in connection with the stock
         transfer agreements and asset transfer agreements described in Note 7.



                                       15
<PAGE>   18
SIGNATURES:

Pursuant to the requirements of the Securities Exchange Act of 1934, the
Registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.

                             UNITED MAGAZINE COMPANY

                                    Registrant



                              /s/ Ronald E. Scherer
                             -------------------------------
                             Ronald E. Scherer
                             President and Chief Executive Officer



                             /s/ Thomas L. Gerlacher
                             -------------------------------
                             Thomas L. Gerlacher
                             Chief Financial Officer



                                       16

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<ARTICLE> 5
<CIK> 0000020469 
<NAME> UNITED MAGAZINE COMPANY
<MULTIPLIER> 1
<CURRENCY> U.S. DOLLARS
       
<S>                             <C>
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          SEP-28-1996
<PERIOD-START>                             MAR-30-1996
<PERIOD-END>                               JUN-29-1996
<EXCHANGE-RATE>                                      1
<CASH>                                          317711
<SECURITIES>                                         0
<RECEIVABLES>                                  7516540
<ALLOWANCES>                                         0
<INVENTORY>                                    5143659
<CURRENT-ASSETS>                              15285663
<PP&E>                                         3398375
<DEPRECIATION>                                 1571509
<TOTAL-ASSETS>                                30401174
<CURRENT-LIABILITIES>                         21122036
<BONDS>                                              0
                                0
                                          0
<COMMON>                                           250
<OTHER-SE>                                     1299712
<TOTAL-LIABILITY-AND-EQUITY>                  30401174
<SALES>                                       14457754
<TOTAL-REVENUES>                              14457754
<CGS>                                         11113565
<TOTAL-COSTS>                                  3967588
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                              151414
<INCOME-PRETAX>                               (401121)
<INCOME-TAX>                                         0
<INCOME-CONTINUING>                           (387809)
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                  (401121)
<EPS-PRIMARY>                                    (.01)
<EPS-DILUTED>                                    (.01)
        

</TABLE>


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