BULL RUN CORP
10QSB, 1996-11-13
COMPUTER PERIPHERAL EQUIPMENT, NEC
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                     U.S. SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549
                                   FORM 10-QSB


  X    QUARTERLY REPORT UNDER SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE
- -----  ACT OF 1934

         For the quarterly period ended September 30, 1996

                                       OR

        TRANSITION REPORT UNDER SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE
        ACT OF 1934

         For the transition period from                      to    



         Commission file number   0-9385


                              Bull Run Corporation
             (Exact name of registrant as specified in its charter)

       Georgia                                                    91-1117599
(State of incorporation                                       (I.R.S. Employer
      or organization)                                       Identification No.)

                  4370 Peachtree Road, N.E., Atlanta, GA 30319
                    (Address of principal executive offices)

                                 (404) 266-8333
                           (Issuer's telephone number)



Check whether issuer (1) filed all reports required to be filed by Section 13 or
15(d) of the Exchange Act during the past 12 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 90 days. Yes X No

State the number of shares outstanding of each of the issuer's classes of common
equity, as of the latest  practicable  date:  21,915,227 shares of Common Stock,
par value $.01 per share, were outstanding as of November 8, 1996.


<PAGE>



                          PART I. FINANCIAL INFORMATION

Item I.   Financial Statements

                              BULL RUN CORPORATION
                      CONDENSED CONSOLIDATED BALANCE SHEETS
                                   (Unaudited)

<TABLE>
<CAPTION>

                                                                              September 30,               December 31,
                                                                                  1996                        1995
                                ASSETS

   <S>                                                                        <C>                           <C>
   Current assets:
      Cash and cash equivalents............................................   $     166,854                 $    145,867
      Accounts receivable..................................................       4,912,035                    3,908,802
      Inventories..........................................................       3,288,158                    3,755,443
      Other................................................................         112,176                      184,793
                                                                                -----------                   ----------
           Total current assets............................................       8,479,223                    7,994,905
   Property and equipment, net.............................................       2,330,549                    2,511,686
   Investment in affiliated companies......................................      53,642,560                   29,246,010
   Goodwill................................................................       4,081,340                    4,313,783
   Other assets............................................................         307,810                      234,020
                                                                                -----------                   ----------

                                                                               $ 68,841,482                 $ 44,300,404
                                                                                 ==========                   ==========

      LIABILITIES AND STOCKHOLDERS' EQUITY

   Current liabilities:
      Note payable and current portion of long-term debt...................      $  500,000                 $  1,285,000
      Accounts payable.....................................................       1,860,319                    1,590,659
      Accrued and other liabilities:
         Employee compensation and related taxes...........................         464,424                      569,209
         Interest..........................................................         454,905                      101,125
         Income taxes......................................................         175,647                      393,227
         Other.............................................................         356,561                      316,986
                                                                                 ----------                  -----------
           Total current liabilities.......................................       3,811,856                    4,256,206
                                                                                 ----------                   ----------
   Long-term debt..........................................................      31,656,795                   14,895,600
                                                                                 ----------                   ----------
   Deferred income taxes...................................................       4,599,575                    1,069,732
                                                                                 ----------                   ----------

   Stockholders' equity:
      Common stock  ($.01  par  value,  authorized  100,000,000  shares;  issued
         22,309,727 shares as of September 30, 1996 and 22,279,727 shares
         as of December 31, 1995)..........................................         223,097                      222,797
      Additional paid-in capital...........................................      20,528,562                   20,502,612
      Retained earnings....................................................       8,935,468                    3,683,091
      Treasury stock, at cost (350,500 shares as of
         September 30, 1996 and 123,000 shares as of
         December 31, 1995)................................................        (913,871)                    (329,634)
                                                                                 -----------                  -----------
            Total stockholders' equity.....................................      28,773,256                   24,078,866
                                                                                 ----------                   ----------

                                                                               $ 68,841,482                 $ 44,300,404
                                                                                 ==========                   ==========
</TABLE>

      See accompanying notes to condensed consolidated financial statements.


<PAGE>



                              BULL RUN CORPORATION
                 CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS
                              AND RETAINED EARNINGS
                                   (Unaudited)

<TABLE>
<CAPTION> 
                                                                  Three Months Ended                    Nine Months Ended
                                                                      September 30                         September 30
                                                                      ------------                         ------------
                                                                 1996            1995                 1996              1995
                                                                 ----            ----                 ----              ----

<S>                                                          <C>              <C>                <C>               <C>         
 Revenue from printer operations........................     $ 5,987,676      $ 6,097,082        $ 17,842,461      $ 20,668,171
 Cost of goods sold.....................................       4,390,992        4,255,512          12,812,383        14,394,513
                                                               ---------        ---------          ----------        ----------
     Gross profit.......................................       1,596,684        1,841,570           5,030,078         6,273,658
                                                               ---------        ---------           ---------         ---------

 Other operating revenue:
     Consulting fees....................................         473,267                              841,615           435,000
     Royalties..........................................                           1,136                1,032             1,031
                                                               ---------      ----------           ----------        ----------
                                                                 473,267           1,136              842,647           436,031
                                                                 -------      ----------           ----------         ---------
 Operating expenses:
     Research and development...........................         349,227         498,931            1,186,226         1,407,169
     Selling, general and administrative................       1,164,095       1,024,165            3,586,503         3,704,250
                                                               ---------       ---------            ---------         ---------
                                                               1,513,322       1,523,096            4,772,729         5,111,419
                                                               ---------       ---------            ---------         ---------
 Income from operations.................................         556,629         319,610            1,099,996         1,598,270

 Other income (expense):
     Equity in earnings (losses) of affiliated
         companies......................................         962,478         (38,620)           1,672,286           181,433
     Gain on issuance of common shares by
         affiliated company.............................       8,178,678                            8,178,678
     Interest and dividend income.......................         205,167           1,713              598,954            33,265
     Interest expense...................................        (522,419)       (293,839)          (1,512,076)         (675,969)
                                                                ---------        --------           ----------        ----------
 Income before income taxes, cumulative effect of
         accounting change and extraordinary item.......       9,380,533         (11,136)          10,037,838         1,136,999

 Income tax benefit (provision).........................      (3,900,337)         38,095           (4,215,890)         (466,169)
                                                               ----------       --------            ----------        ----------
 Income before cumulative effect of accounting
         change and extraordinary item..................       5,480,196          26,959            5,821,948           670,830

 Cumulative effect of accounting change recognized
         by affiliate (net of $141,280 tax benefit).....                                             (274,248)
 Extraordinary loss recognized by affiliated
         company (net of $184,877 tax benefit) .........        (295,322)                            (295,322)         
                                                               -----------      ----------          -----------      ----------

 Net income.............................................       5,184,874          26,959            5,252,378           670,830

 Retained earnings, beginning of period.................       3,750,594       3,603,896            3,683,090         2,960,025
                                                               ---------       ---------            ---------         ---------
 Retained earnings, end of period.......................     $ 8,935,468     $ 3,630,855          $ 8,935,468       $ 3,630,855
                                                               =========       =========            =========         =========


 Earnings per share:
    Income before cumulative effect of accounting
        change and extraordinary item...................          $  .24          $  .00               $  .25            $  .03
    Cumulative effect of accounting change..............                                                 (.01)
    Extraordinary item..................................            (.01)            ___                 (.01)              ___
                                                                    ----                                 ----
    Net income..........................................          $  .23         $   .00               $  .23            $  .03
                                                                   =====           =====                =====             =====

 Weighted average number of common
       shares outstanding...............................      22,851,002     23,359,084            23,017,805        23,240,925

</TABLE>

     See accompanying notes to condensed consolidated financial statements.


<PAGE>



                              BULL RUN CORPORATION
                 CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS
                                   (Unaudited)
<TABLE>
<CAPTION>
                                                                                        Nine Months Ended September 30
                                                                                        ------------------------------
                                                                                           1996                  1995
                                                                                           ----                  ----
     <S>                                                                               <C>                  <C>            
 Cash flows from operating activities:
         Net income.............................................................       $ 5,252,378          $   670,830
         Adjustments to reconcile net income to net cash
                 provided by operating activities:
              Extraordinary loss................................................           480,199
              Cumulative effect of accounting change............................           415,528
              Gain on issuance of common shares by affiliate....................        (8,178,678)
              Depreciation and amortization.....................................           730,546              831,540
              Equity in earnings of affiliated companies........................        (1,672,286)            (181,433)
              Change in operating assets and liabilities:
                 Accounts receivable............................................        (1,003,233)             161,755
                 Inventories....................................................           467,285           (1,813,680)
                 Other current assets...........................................            72,616             (123,938)
                 Accounts payable and accrued expenses..........................           340,649              640,868
                 Deferred income taxes..........................................         3,529,843
                                                                                       -----------           ----------
              Net cash provided by operating activities.........................           434,847              185,942
                                                                                      ------------           ----------

 Cash flows from investing activities:
         Sale of marketable securities..........................................                                500,000
         Capital expenditures...................................................          (303,254)            (671,580)
         Investment in affiliated companies.....................................        (5,490,377)         (12,161,958)
         Note purchased from affiliated company.................................       (10,000,000)
         Dividends received from affiliated companies...........................            49,064               68,287
                                                                                      ------------         ------------
              Net cash used in investing activities.............................       (15,744,567)         (12,265,251)
                                                                                         ----------           ----------

 Cash flows from financing activities:
         Borrowings on revolving lines of credit................................         8,706,195            9,222,750
         Repayments on revolving lines of credit................................        (7,730,000)          (8,131,750)
         Proceeds from long-term debt...........................................        15,000,000           13,500,000
         Repayments on long-term debt...........................................                             (3,000,000)
         Loan commitment fees...................................................           (87,500)            (126,250)
         Repurchase of common stock.............................................          (584,238)            (207,134)
         Exercise of incentive stock options....................................            26,250               69,406
                                                                                      ------------         ------------
              Net cash provided by financing activities.........................        15,330,707           11,327,022
                                                                                        ----------           ----------

 Net increase (decrease) in cash and cash equivalents...........................            20,987             (752,287)
 Cash and cash equivalents, beginning of period.................................           145,867              824,207
                                                                                       -----------          -----------

 Cash and cash equivalents, end of period.......................................      $    166,854        $      71,920
                                                                                       ===========          ===========

 Supplemental cash flow disclosures:
         Interest paid..........................................................      $  1,586,614         $    404,310
         Income taxes paid......................................................           579,925              190,866

</TABLE>

     See accompanying notes to condensed consolidated financial statements.


<PAGE>



                              BULL RUN CORPORATION
              NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS

1. In management's  opinion, the accompanying  unaudited condensed  consolidated
financial  statements  reflect  all  adjustments  (consisting  solely of normal,
recurring  adjustments)  necessary to present fairly the financial  position and
results  of  operations  for  the  interim  periods  reported.  These  condensed
consolidated  financial  statements  should  be read  in  conjunction  with  the
consolidated  financial statements contained in the Annual Report on Form 10-KSB
of Bull Run Corporation for the year ended December 31, 1995.

2. The accompanying  condensed  consolidated  financial  statements  include the
accounts of Bull Run  Corporation  and its  wholly-owned  subsidiary,  Datasouth
Computer  Corporation  ("Datasouth",   and  collectively,   unless  the  context
otherwise requires,  the "Company"),  after elimination of intercompany accounts
and transactions.

3. The Company accounts for its investments in Gray Communication  Systems, Inc.
("Gray"), Host Communications,  Inc. ("HCI") and Capital Sports Properties, Inc.
("CSP")  using the equity  method.  The excess of the Company's  investments  in
Gray,  HCI and CSP over the underlying  equity  thereof is being  amortized over
forty years, with such amortization  (totaling $107,000 and $93,000 in the three
months  ended  September  30,  1996 and 1995,  respectively,  and  $320,000  and
$274,000 in the nine months  ended  September  30, 1996 and 1995,  respectively)
reported  as a  reduction  in the  Company's  equity  in  earnings  (losses)  of
affiliated companies.

         In September  1996,  Gray  consummated a public offering of 3.5 million
shares of its newly-issued  class B common stock at $20.50 per share,  resulting
in net  proceeds to Gray of  approximately  $67.1  million.  As a result of such
issuance,  the Company's  common equity ownership of Gray was reduced from 27.1%
to 15.2%,  resulting  in a pretax  gain for the  Company of  approximately  $8.2
million  (approximately  $5.0 million after tax). Such offering also reduced the
Company's  common  equity  voting  power in Gray from 27.1% to 25.1%.  Gray is a
Southeast United States communications  company that operates two NBC-affiliated
television stations, five CBS-affiliated  television stations (two of which were
acquired in September  1996),  three daily  newspapers,  two advertising  weekly
shoppers,  plus a satellite  broadcasting  operation and a paging business which
were also acquired in September 1996.

         The Company provides  consulting  services to Gray from time to time in
connection  with Gray's  acquisitions  and  acquisition  financing.  Income on a
portion of such fees is deferred and recognized  over forty years as a result of
the Company's  equity  investment  position in Gray. Due to the reduction in the
Company's equity  ownership of Gray as described  above,  $174,000 of previously
deferred consulting fees were recognized as consulting fee income in the quarter
ended September 30, 1996.

         In January 1996, the Company purchased an 8% Subordinated Note (the "8%
Note") of Gray in the principal  amount of $10.0  million,  on which the Company
received  interest  income of  $580,000  during  1996.  In  connection  with the
purchase of the 8% Note,  Gray issued to the Company  warrants to purchase up to
487,500 shares of Gray's class A common stock at $17.88 per share.  In September
1996,  the Company  exchanged  the 8% Note for 1,000  shares of Gray's  series A
preferred  stock,  which  entitles  the holder  thereof to cash  dividends at an
annual rate of $800 per share. At that same time, the Company purchased for $5.0
million,  500 shares of Gray's  series B preferred  stock  entitling  the holder
thereof to  cumulative  dividends  of $600 per share.  Dividends on the series B
preferred  stock  are  payable  in cash or in  additional  shares  of  series  B
preferred stock, at Gray's option. In connection with the Company's  acquisition
of series B preferred stock,  Gray issued to the Company warrants to purchase up
to 250,000  shares of Gray's  class A common  stock at $24.00 per share.  Of the
total warrants owned by the Company to purchase 737,500 shares of Gray's class A


<PAGE>



common stock,  450,000 are fully vested,  with the  remaining  warrants  vesting
periodically over five years. Such warrants are exercisable beginning in January
1998 and expire in 2006.

         In September 1996, Gray retired certain of its debt,  thereby incurring
an extraordinary loss of $3,159,000 (net of a tax benefit of $2,157,000) related
to deferred  financing costs associated with the retired debt. As a result,  the
Company has recognized 15.2% of Gray's charge as a $295,300  extraordinary loss,
net of the Company's own tax benefit of $184,900.

         On August 30,  1996,  CSP  exercised  warrants  to  acquire  HCI common
shares.  As a result,  the  Company's  direct  common  equity  ownership in HCI,
combined with the Company's  indirect common equity ownership in HCI through its
investment in CSP, increased from 8.9% to 29.9%. Additionally,  the Company owns
indirectly,  through  CSP,  51.5% of HCI's 8% series B preferred  stock having a
face value of $5  million.  HCI,  based in  Lexington,  Kentucky,  and its 33.8%
affiliate,  Universal Sports America, Inc. ("USA"),  provide media and marketing
services  to  universities,   athletic   conferences  and  various  associations
representing  collegiate  sports and, in  addition,  market and operate  amateur
participatory  sporting events.  The Company began accounting for its investment
in HCI and CSP under the equity  method in March 1995,  when it made its initial
investment in CSP.

         The Company recognizes its equity in earnings of HCI on a six month lag
basis,  in order to align HCI's  fiscal  year ending June 30 with the  Company's
fiscal year.  Effective  July 1, 1995 (the first day of HCI's 1996 fiscal year),
HCI adopted a new accounting  policy for the  recognition  of corporate  sponsor
license fee  revenue and  guaranteed  rights fee  expenses,  since the nature of
HCI's  contracts  were changing to include  revenue-sharing  or net profit split
arrangements,  rather than  guaranteed  rights fee  payments.  As a result,  the
rights fee expense associated with this type of contract could not be accurately
measured until the expiration of each contract  period when the  revenue-sharing
or net profit split  amount was  determined.  Under the new policy,  license fee
revenue and rights fee expense are recognized on a straight-line  basis over the
life of the  contract,  instead  of  recognizing  revenue  and  expense in their
entirety  on the  effective  date of the  contract,  thereby  providing  for the
uniform  matching of revenue and  expenses.  As a result of such  adoption,  HCI
recognized  a  $4.6  million   charge   against  its  first  quarter   earnings,
representing  the after-tax  cumulative  effect of the  accounting  change.  The
Company has reported 9.1% of such charge, or $415,000,  less a $141,000 deferred
tax benefit, as a charge against its first quarter 1996 earnings.

         In  September  1995,  HCI  sold  certain  of its  operations  to USA in
exchange for its 33.8% common equity  position.  The  transaction  resulted in a
gain, net of tax, of approximately  $4.0 million for HCI, the Company's share of
which amounted to $377,000,  as reflected in the Company's equity in earnings of
affiliated  companies for the nine months ended  September  30, 1996,  favorably
impacting the Company's net income for the period by approximately  $196,000, or
$.01 per share.

         Recognition of the impact of HCI's cumulative  effect of the accounting
change  and its gain on the sale of  assets  to USA  resulted  in the  Company's
filing of amended Form 10-QSB's for the  quarterly  periods ended March 31, 1996
and June 30, 1996 on Form 10-QSB/A-1 for each of such quarters.

         Assuming the CSP investment had occurred on January 1, 1995 and the HCI
accounting  change had been applied  retroactively in 1995, pro forma net income
and  earnings  per  share  would  have  been  approximately  $577,000  and $.02,
respectively,  for the  nine  months  ended  September  30,  1995,  compared  to
$5,527,000 and $.24, respectively, for the nine months ended September 30, 1996,
and  approximately  $30,000 and $.00,  respectively,  for the three months ended
September 30, 1995, compared to $5,185,000 and $.23, respectively, for the three
months ended September 30, 1996, after giving effect to pro forma adjustments to
the Company's equity in earnings of HCI, interest expense associated with the


<PAGE>


acquisition financing and the related income tax effects.

 Aggregate  operating results of affiliated  companies  (reflecting Gray and CSP
for the three months and nine months ended September 30, 1996 and 1995, combined
with HCI for the three months and nine months ended March 31, 1996 and 1995) are
as follows:

<TABLE>
<CAPTION>

                                               Three Months Ended        Three Months Ended
                                                September 30, 1996        September 30, 1995

<S>                                                <C>                        <C>        
 Operating revenue                                 $31,755,000                $26,785,000
 Income from operations                              4,603,000                  3,167,000
 Income before cumulative effect
    of accounting change and
    extraordinary item                               4,542,000                   716,000
 Net income                                          1,383,000                   716,000

</TABLE>

<TABLE>
<CAPTION>
                                                Nine Months Ended         Nine Months Ended
                                                September 30, 1996        September 30, 1995

<S>                                                 <C>                       <C>        
 Operating revenue                                  $79,257,000               $73,006,000
 Income from operations                              10,453,000                 9,148,000
 Income before cumulative effect
   of accounting change and
   extraordinary item                                9,647,000                  2,537,000
 Net income                                          1,929,000                  2,537,000
</TABLE>

4.        Inventories associated with Datasouth's printer manufacturing 
operations consist of the following:
                          September 30, 1996        December 31, 1995

 Raw materials                    $ 2,413,432          $ 2,489,539
 Work-in-process                      659,484              617,397
 Finished goods                       215,242              648,507
                                    ---------            ---------
                                  $ 3,288,158          $ 3,755,443
                                    =========            =========


5. In connection  with the purchase of the 8% Note and the acquisition of Gray's
series B preferred stock,  the Company  modified its Loan Agreement,  increasing
its outstanding  bank term loan borrowings by $10 million in January 1996 and by
an additional $5 million in September 1996.

          In September  1996,  the Company  extended one of its  revolving  bank
credit facilities to April 1998 and increased the available borrowings under the
facility to $2.0 million,  on which $1,498,795 had been borrowed as of September
30, 1996.  The Company has, in addition,  a bank credit  facility for  revolving
loans  of  up to  $3  million  through  April  1999,  on  which  $2,158,000  was
outstanding as of September 30, 1996.


6. The principal  differences  between the federal statutory tax rate of 34% and
the effective tax rates are nondeductible goodwill amortization and state income
taxes.


7. Earnings per share is based on the weighted  average number of shares of Bull
Run common stock and common stock equivalents (i.e., stock options)  outstanding
during the period, computed in accordance with the treasury stock method.


<PAGE>



                MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL
                       CONDITION AND RESULTS OF OPERATIONS

Results of Operations

          Total revenue for the three months ended September 30, 1996, primarily
from the printer  manufacturing  operations  of Datasouth  Computer  Corporation
("Datasouth"),  a wholly-owned subsidiary of Bull Run Corporation (collectively,
with Datasouth,  unless the context  otherwise  requires,  the  "Company"),  was
$6,461,000,  compared to  $6,098,000  for the same period in 1995.  Gross profit
from printer  operations of 26.7% for the three months ended September 30, 1996,
decreased from the 30.2%  realized  during the same period in 1995 primarily due
to a different  mix of products  sold.  Total  revenue for the nine months ended
September  30, 1996  decreased to  $18,685,000,  from  $21,104,000  for the same
period in 1995.  Gross  profit  from  printer  operations  of 28.2% for the nine
months ended  September 30, 1996,  was less than the 30.4%  realized  during the
same  period in 1995  primarily  due to a  different  mix of  products  sold and
greater manufacturing overhead efficiencies gained in 1995 as a result of higher
unit volumes.

          Revenue from printer  operations  for the nine months ended  September
30, 1996 was lower than the same period in 1995, when the Company received large
orders from  several  key  customers.  Printer  sales to the  Company's  largest
customer were  approximately  $1.5 million for the three months and $5.2 million
for the nine months ended September 30, 1996, as compared to approximately  $1.7
million and $6.4 million for the same respective  periods in 1995. Also, printer
sales to a large distributor were lower by approximately  $200,000 for the three
months and $1.1 million for the nine months ended  September 30, 1996,  compared
to the 1995 periods,  due to a significant printer  installation  project by the
distributor's  customer  maturing in late 1995. Short term revenue trends in the
Company's printer business  fluctuate due to variable ordering patterns of these
and other  large  customers.  Despite  this  volatility,  revenue  from  printer
operations  has  been  relatively  consistent  over  the  past  five  successive
quarters.  In the second  quarter of 1996,  the Company  began  shipping two new
products,  a high  speed  version of the  Documax  dot  matrix  printer  and the
WinLiner,  a portable thermal printer.  Although the contribution from these new
products was not significant in the quarter just completed,  it is expected that
the Company  will  realize a gradually  increasing  contribution  from these new
products in the future.

          The  Company  provides  consulting  services  to  Gray  Communications
Systems,  Inc.  ("Gray") in connection with Gray's  acquisitions and acquisition
financing.  Income on a portion of such fees is  deferred  and  recognized  over
forty years as a result of the Company's equity investment position in Gray. Due
to the  reduction  in the  Company's  equity  investment  from 27.1% to 15.2% of
Gray's  outstanding  common  shares  (primarily  as a result  of  Gray's  public
offering of stock completed in September 1996 as described  below),  $174,000 of
previously  deferred fees was  recognized as consulting  fee income in September
1996. In addition,  the Company  invoiced  Gray for fees  totaling  $350,000 and
$850,000  during the three  months and nine months  ended  September  30,  1996,
respectively,  in connection with Gray's purchase of two television  stations, a
broadcasting operation and a paging business, of which $53,000 and $129,000 were
deferred,   respectively,  for  future  period  revenue  recognition.   Deferred
consulting  fees, which totaled $274,000 as of September 30, 1996, are currently
recognized  as income over forty  years.  Consulting  fee income of $435,000 was
recognized  during the nine  months  ended  September  30,  1995.  Except for an
additional  $350,000  to be  charged  to Gray for  services  to be  rendered  in
connection  with Gray's latest  acquisition,  there can be no assurance that the
Company will recognize any consulting fees in the future.

          Operating  expenses of $1,513,000  for the three months and $4,773,000
for  the  nine  months  ended  September  30,  1996  represented  a 1%  and a 7%
reduction,  respectively,  in comparison with the same periods last year, due to
reductions in certain project-specific


<PAGE>



research  and  development  expenses  and  certain  general  and  administrative
expenses.  Operating  expenses included  goodwill  amortization of approximately
$77,000 for each of the three month  periods and  $232,000  for each of the nine
month periods ended September 30, 1996 and 1995.

          Equity in earnings (losses) of affiliated companies, totaling $962,000
and  $(39,000)  for  the  three  months  ended  September  30,  1996  and  1995,
respectively,  included  the  Company's  proportionate  share of the earnings of
Gray, Host  Communications,  Inc.  ("HCI") and Capital Sports  Properties,  Inc.
("CSP"),  net of goodwill  amortization  totaling  $107,000  and $94,000 for the
respective  periods.   Equity  in  earnings  of  affiliated   companies  totaled
$1,672,000  and $181,000 for the nine months ended  September 30, 1996 and 1995,
respectively,  net of goodwill  amortization  totaling $320,000 and $274,000 for
the respective periods.

          In September 1996,  Gray  consummated a public offering of 3.5 million
shares of its newly-issued  class B common stock at $20.50 per share,  resulting
in net proceeds of  approximately  $67.1 million.  As a result of such issuance,
the Company's  common equity  ownership of Gray was reduced from 27.1% to 15.2%,
resulting  in a pretax  gain  for the  Company  of  approximately  $8.2  million
(approximately $5.0 million after tax). Such offering also reduced the Company's
common equity voting power in Gray from 27.1% to 25.1%. Although future sales by
Gray of its common stock would likely result in the  recognition  by the Company
of additional gains,  there is no assurance that such sales of a material nature
will occur in the  future.  Gray is a  Southeast  United  States  communications
company   that   operates   two   NBC-affiliated   television   stations,   five
CBS-affiliated  television  stations  (two of which were  acquired in  September
1996), three daily newspapers, two advertising weekly shoppers, plus a satellite
broadcasting  operation  and a paging  business  which  were  also  acquired  in
September 1996. In August 1996, Gray sold a television station for approximately
$9.5 million, recognizing a pretax gain of approximately $5.7 million.

          Interest  expense,  net of interest earned on an 8% Subordinated  Note
due from  Gray in the  principal  amount  of $10  million  (the "8%  Note")  and
dividends  accrued on the  Company's  investment in Gray's series A and series B
preferred  stock,  totaling  $317,000 and $913,000 for the three months and nine
months ended  September 30, 1996,  respectively,  was  attributable to bank term
loans and borrowings on the Company's revolving credit facilities.  Net interest
expense of $292,000  for the three months and $643,000 for the nine months ended
September  30, 1995 was  attributable  to the bank term loans  executed in March
1995,  a $3 million bank term loan (which was replaced by the 8% Note in January
1996),  and  short-term  borrowings  on lines of  credit  and  revolving  credit
facilities.

          The principal  differences  between the federal  statutory tax rate of
34% and the  effective  tax rates for each  period  are  nondeductible  goodwill
amortization and state income taxes.

          In September  1996,  Gray retired  certain debt with the proceeds from
its public  offerings  of class B common  stock and  notes,  and the sale of its
series B preferred stock. As a result,  Gray incurred an  extraordinary  loss of
$3,159,000  (net of a tax benefit of $2,157,000)  related to deferred  financing
costs associated with the retired debt. The Company  therefore  recognized 15.2%
of Gray's charge as an extraordinary loss, net of its own deferred tax benefit.

<PAGE>



Liquidity and Capital Resources

          In January 1996, the Company  purchased the 8% Note issued by Gray for
$10.0 million.  In September  1996, the Company  exchanged the 8% Note for 1,000
shares of Gray's series A preferred  stock,  which  entitles the Company to cash
dividends  at an annual rate of $800 per share.  At that same time,  the Company
acquired,  for $5.0  million,  500 shares of Gray's  series B  preferred  stock.
Dividends  on such  series B  preferred  stock are payable in cash (at an annual
rate of $600 per share) or, at Gray's option,  in additional  shares of series B
preferred  stock.  The  Company  anticipates  that  dividends  on the  series  B
preferred  stock  will  initially  be paid in  additional  shares  of  series  B
preferred stock.

          The  Company  modified  its  Loan  Agreement  in  connection  with the
purchase of the 8% Note and the acquisition of Gray's series B preferred  stock,
in order to increase its outstanding  bank term loan borrowings by $10.0 million
in January 1996 and an additional  $5.0 million in September 1996. The bank term
loans,  totaling  $28.5 million as of September 30, 1996, are payable in monthly
installments of $250,000 beginning February 1999, and currently bear interest at
the London Interbank  Offered Rate ("LIBOR"),  plus 1.75% (7.44% for the 120-day
period including September 30, 1996).

          In September  1996,  the Company  extended one of its  revolving  bank
credit facilities until April 1998 and increased the available  borrowings under
the facility to $2.0 million.  Borrowings under one such facility ($1,499,000 at
September  30,  1996)  bears  interest  at the bank's  prime  rate  (8.25% as of
September 30, 1996).  The Company also has a bank credit  facility for revolving
loans of up to $3.0 million through April 1999, bearing interest  principally at
LIBOR plus 2.25% (7.72% for the 30-day period including  September 30, 1996), on
which $2,158,000 was outstanding as of September 30, 1996. Although there exists
no  commitment  to  repay  any  amounts  outstanding  on  the  revolving  credit
facilities  during the next twelve months,  the Company  estimates the aggregate
amount  outstanding  on the  revolving  credit  facilities  will be  reduced  by
approximately  $500,000  during that period,  and  accordingly,  such amount was
recorded as a short-term obligation as of September 30, 1996.

          The Company's  total  working  capital of $4.7 million as of September
30, 1996  increased  from $3.7 million as of December  31, 1995,  primarily as a
result of  refinancing  a  short-term  bank line of credit with the $3.0 million
revolving credit facility.  In April 1996, the Company  announced that its Board
of Directors had  reauthorized  the  repurchase of up to 2 million shares of its
common  stock.  Repurchases  may be made from time to time in the open market or
directly from shareholders at prevailing market prices,  and may be discontinued
at any time.  During the nine months ended  September 30, 1996,  227,500  shares
were  repurchased at a total cost of $584,000,  and an additional  50,000 shares
were  repurchased  at a cost of $121,000  subsequent to September 30, 1996.  The
Company has  repurchased  a total of 400,500  shares at an average cost of $2.58
per share since the initial Board authorization in November 1994.

          The  Company  anticipates  that its  current  working  capital,  funds
available under its revolving credit facilities, quarterly cash dividends on the
Gray Series A preferred  stock and cash flow from  operations will be sufficient
to fund its debt service,  working  capital  requirements  and capital  spending
requirements  for at least the next  twelve  months.  Any capital  required  for
potential  additional  business  acquisitions would have to be funded by issuing
additional securities or by entering into other financial arrangements.



<PAGE>



PART II.   OTHER INFORMATION

Item 6.   Exhibits and Reports on Form 8-K

          (a)     Exhibits
                      Exhibit 1 - Second Modification of Loan Agreement
                      Exhibit 2 - Computation of Earnings Per Share
                      Exhibit 3 - Financial Data Schedule

          (b)     Reports on Form 8-K
                      None



                                   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.

                                          BULL RUN CORPORATION




Date:  November 12, 1996         By:      /s/ FREDERICK J. ERICKSON
                                          -------------------------
                                          Frederick J. Erickson
                                          Vice President-Finance, Treasurer
                                          and Assistant Secretary

                     (Mr. Erickson is the Chief Financial Officer and has
                     been duly authorized to sign on behalf of the registrant.)
<PAGE>




                                    EXHIBIT 1

                      SECOND MODIFICATION OF LOAN AGREEMENT

          THIS  MODIFICATION is made as of this 24th day of September,  1996, by
and  between  BULL RUN  CORPORATION,  a Georgia  corporation  ("Borrower"),  and
NATIONSBANK, N.A. (SOUTH), a Georgia banking corporation, successor by merger to
Bank South ("Lender").

                               Statement of Facts

          Lender and Borrower are parties to that certain Loan Agreement,  dated
as of March 29, 1995, as amended by the First  Modification  of Loan  Agreement,
dated as of January 3, 1996,  (the "Loan  Agreement"),  pursuant to which Lender
has  agreed  to make one or more  loans  from  time to time to the  Borrower  in
accordance with the terms and conditions thereof.  Lender and Borrower desire to
modify the Loan Agreement in order to provide for a new $5,000,000 term loan, to
increase the revolving credit loan to $2,000,000,  and in certain other respects
in accordance with the terms and conditions set forth herein.

          NOW,  THEREFORE,  in consideration of the premises,  the covenants and
agreements  contained  herein,  and other good and valuable  consideration,  the
receipt and  adequacy of which are hereby  acknowledged,  Borrower and Lender do
hereby  agree that all  capitalized  terms used herein  shall have the  meanings
ascribed  thereto in the Loan  Agreement as amended  hereby (except as otherwise
expressly defined or limited herein) and do hereby further agree as follows:

                               Statement of Terms

         1.  Amendments of Loan  Agreement.  Subject to the  fulfillment  of the
conditions  precedent to the  effectiveness of this  Modification  which are set
forth below, the Loan Agreement shall be amended as follows:

                  (a) Section 1.01 of the Loan  Agreement  is hereby  amended by
          adding to Section 1.01 the following new definitions:

                           "Capital   Expenditures"   shall   mean   the   cost,
                  determined  in  accordance  with GAAP,  of any fixed  asset or
                  improvement,   or  replacement,   substitution,   or  addition
                  thereto,  which  have a useful  life of more  than  one  year,
                  including,  without  limitation,  those  arising in connection
                  with Capital Leases.

                           "Capital Lease" shall mean any lease of Property by a
                  Person that, in accordance with GAAP, should be reflected as a
                  liability on the balance sheet of such Person.



<PAGE>
                           "Debt   Service"   shall  mean,  for  any  period  of
                  determination,  the sum of the following  (determined  without
                  duplication) for the Borrower and its Subsidiaries, determined
                  on a consolidated  basis in accordance with GAAP: (a) interest
                  expense for such period; (b) dividends paid during such period
                  (other than any  dividend or  distribution  payable in capital
                  stock of the same  class);  (c) the  aggregate  amount  of all
                  regularly  scheduled  payments of  principal to be made during
                  the four consecutive fiscal quarters immediately following the
                  determination  of the Debt Service  Ratio  pursuant to Section
                  7.05(d) hereof,  and (d) payments for state and federal income
                  taxes during such period, provided, however, that Debt Service
                  shall not include  payment by the  Borrower in March,  1996 of
                  its tax  liability  for  1995 in an  amount  of  approximately
                  $450,000.

                           "Debt  Service  Ratio"  shall  mean for any period of
                  determination  the ratio of (a) EBITDA for such  period to (b)
                  Debt Service for such period.

                           "EBITDA"  shall mean,  with  respect to any period of
                  determination,  the Borrower's net income for such period,  as
                  determined  on  a   consolidated   basis   together  with  its
                  Subsidiaries  in  accordance  with  GAAP and  reported  on the
                  financial  statements  for such period  delivered  pursuant to
                  Section  7.01  hereof,  plus  any  and  all of  the  following
                  deducted in determining such net income: (a) interest expense;
                  (b)  state and  federal  income  taxes  accrued  or  otherwise
                  provided for; (c) depreciation; and (d) amortization.

                            "Marketable  Securities"  shall  mean  any  security
                   traded on the  American  Stock  Exchange,  the New York Stock
                   Exchange or NASDAQ.

                           "Property"  shall  mean any  interest  in any kind of
                  property  or  asset,  whether  real,  personal  or  mixed,  or
                  tangible or intangible.

                           "Third  Term Loan"  shall  mean any and all  advances
                  made by Lender to Borrower under the Third Term Loan Facility.

                           "Third Term Loan  Facility"  shall mean the term loan
                  facility  provided by Lender to Borrower  under  Section 3.02A
                  hereof.

                           "Third Term Loan Facility Expiration Date" shall mean
                  September 30, 1996 (as such date may be extended,  accelerated
                  or amended from time to time pursuant to this Agreement).

                           "Third Term Loan Maximum Availability" shall mean
                  $5,000,000.



<PAGE>
                           "Third Term Loan Note" shall mean the Third Term Loan
                  Note, dated as of the date of the Second  Modification of Loan
                  Agreement,  executed by the  Borrower and payable to the order
                  of the  Lender  as  evidence  of the  Third  Term Loan and any
                  extension,  renewal,  modification  or replacement  thereof or
                  therefor.

                           "Third   Term   Loan    Obligations"    shall   mean,
                  collectively,  any  and all  Obligations  of  Borrower  to pay
                  Lender the principal of, interest or fees on, collection costs
                  for, or any other sums owing in respect of the Third Term Loan
                  or the Third Term Loan Note.

                  (b)  Section  1.01 of the Loan  Agreement  is  hereby  further
         amended  by  deleting   from  Section  1.01  the  terms   "Collateral,"
         "Revolving Credit Facility  Expiration Date," "Revolving Credit Maximum
         Availability," "Term Loan Facilities," "Term Loan Notes," "Term Loans,"
         and "Warrant" by substituting in lieu thereof the following new
         definitions of such terms:

                           "Collateral" shall mean (i) the Pledged Shares,  (ii)
                  the Warrants,  (iii) any and all other  property  which may be
                  hereafter  pledged or  collaterally  assigned  to Lender or in
                  which  Lender  may be  otherwise  granted a Lien to secure the
                  Obligations  pursuant  to any and all of the Credit  Documents
                  and  (iv)  any and  all  cash  and  non-cash  proceeds  of the
                  foregoing.

                           "Revolving  Credit  Facility  Expiration  Date" shall
                  mean April 1, 1998, (as such date may be extended, accelerated
                  or amended from time to time pursuant to this Agreement).

                           "Revolving  Credit Maximum  Availability"  shall mean
                  $2,000,000  (as such amount may be adjusted  from time to time
                  pursuant to this Agreement).

                            "Term Loan Facilities" shall mean, collectively, the
                   First Term Loan Facility,  the Second Term Loan Facility, and
                   the Third Term Loan Facility.

                            "Term Loan  Notes"  shall  mean,  collectively,  the
                   First Term Loan  Note,  the  Second  Term Loan Note,  and the
                   Third Term Loan Note.

                           "Term Loans" shall mean, collectively, the First Term
                  Loan, the Second Term Loan, and the Third Term Loan.

                           "Warrants"  shall mean (a) the  warrant  to  purchase
                  487,500  shares of the common  stock of Gray issued on January
                  3, 1996, by Gray in favor of Borrower in  connection  with the
                  Subordinated Note, and any extension, modification, supplement
                  or  replacement  thereof or  therefor,  and (b) the warrant to
                  purchase  250,000  shares of common stock of Gray issued or to
                  be issued by Gray in favor of the Borrower in connection  with
                  the  issuance  of series B  preferred  stock of Gray,  and any
                  extension, modification,  supplement or replacement thereof or
                  therefor.


<PAGE>

                  (c) The Loan Agreement is hereby further amended by adding the
         following  Section 3.02A after the existing Section 3.02 and before the
         existing Section 3.03:

                           Section 3.02A. Third Term Loan Facility.

                           (a)  Subject  to the  terms  and  conditions  of this
                  Agreement,  the Lender agrees to advance to the Borrower, from
                  time to time on or  prior  to the  Third  Term  Loan  Facility
                  Expiration Date and upon the Borrower's  request  therefor,  a
                  Third  Term  Loan in the  principal  amount of up to the Third
                  Term Loan Maximum Availability.

                           (b) The proceeds of the Third Term Loan shall be used
                  to purchase (i) 500 shares of series B preferred stock of Gray
                  and (ii) warrants to purchase 250,000 shares of class A common
                  stock of Gray.

                  (d) The Loan Agreement is hereby  further  amended by deleting
         the existing  Section  3.03(d) in its entirety and by  substituting  in
         lieu thereof, the following new Section 3.03(d):

                           (d) The Lender,  upon  determining the Adjusted LIBOR
                  for any Interest  Period  applicable  to any Term Loan,  shall
                  promptly  notify by  telephone  (confirmed  in  writing) or in
                  writing the Borrower thereof and any such determination by the
                  Lender  shall,  in the  absence of manifest  error,  be final,
                  conclusive and binding for all purposes.

                  (e) The Loan Agreement is hereby further  amended by adding to
         Section 3.04 the following subsection (d) after subsection (c) thereof:

                           (d) The  Borrower's  obligation  to pay to the Lender
                  the  principal of and interest on the Third Term Loan shall be
                  evidenced  by the  records of the Lender  (subject  to Section
                  4.05  hereof) and by the Third Term Loan Note.  The  principal
                  balance of the Third Term Loan shall be payable in forty-seven
                  (47)  consecutive  monthly  installments of $50,000 each, with
                  the first such installment due on February 1, 1999 and each of
                  the remaining  installments  being due on the same day of each
                  succeeding  month  thereafter,  together  with a  forty-eighth
                  (48th) and final  installment  of  principal on the Third Term
                  Loan which shall be due on January 1, 2003 in an amount  equal
                  to the entire remaining unpaid principal  balance of the Third
                  Term Loan.

                  (f) The Loan Agreement is hereby  further  amended by deleting
         Section  4.04(b)  and  Section  4.04(c)  in  their  entireties  and  by
         substituting  in lieu  thereof the  following  new Section  4.04(b) and
         Section 4.04(c):

                           (b)  The  Obligations  shall  be  secured  by (i) the
                  Borrower's  first-priority  and perfected pledge to the Lender
                  of one hundred  percent of the  outstanding  capital  stock of
                  Guarantor  pursuant to the Borrower  Stock  Pledge  Agreement,
                  (ii) the  Guarantor's  first priority and perfected  pledge to
                  the  Lender  of  169,431  shares of the  common  stock of Gray
                  pursuant to the First Guarantor  Pledge  Agreement,  and (iii)
                  the  Partnership's  first priority and perfected pledge to the
                  Lender of 1,284,000 shares of the common stock of the Borrower
                  pursuant to the Partnership Pledge Agreement.

<PAGE>

                           (c) The Second  Term Loan  Obligations  and the Third
                  Term Loan  Obligations  shall be  secured  by the  Guarantor's
                  first-priority  and perfected  pledge to the Lender of 906,294
                  shares  of the  common  stock  of  Gray  in  exchange  for the
                  Subordinated  Note  pursuant  to the Second  Guarantor  Pledge
                  Agreement  and  shall be  further  secured  by the  Borrower's
                  first-priority  and  perfected  pledge  to the  Lender  of 500
                  shares of series B  preferred  stock of Gray,  1000  shares of
                  series  A  preferred  stock  of Gray  and all of the  Warrants
                  pursuant to the Second Borrower Pledge Agreement.

                  (g) The Loan Agreement is hereby  further  amended by deleting
         Section 7.05(c) in its entirety and by substituting in lieu thereof the
         following new Section 7.05(c):

                           (c) Borrower's  Leverage Ratio shall not be more than
                  1.8 to 1.0 as of the end of any fiscal  quarter or year ending
                  on or after September 30, 1996.

                  (h) The Loan Agreement is hereby  further  amended by deleting
         Section  7.05(d) in its entirety,  and by substituting in lieu thereof,
         the following new Section 7.05(d):

                           (d)  As of  the  last  day of  each  fiscal  quarter,
                  Borrower's Debt Service Ratio for the four quarter period then
                  ended  shall  not be less  than  1.1 to 1.0 at any  time on or
                  after December 31, 1996.

                  (i) The Loan Agreement is hereby further amended by adding the
         following new Section 9.01(xiv) after the existing Section 9.01(xiii):

                           (xiv)  the  aggregate  value  of all  of  Purchaser's
                  unpledged and  non-affiliated  Marketable  Securities shall be
                  less than  $60,000,000  at any time on or after  September 30,
                  1996.

         2. No Other Amendments.  Except for the amendments  expressly set forth
and referred to in Section 1 above,  the Loan Agreement  shall remain  unchanged
and in full force and effect.  Nothing in this  Modification or any of the other
Supplemental  Credit  Documents  (as  defined  below) is  intended,  or shall be
construed,  to constitute a novation or an accord and satisfaction of any of the
Obligations  or to modify,  affect or impair the  perfection  or  continuity  of
Lender's  security  interests  in,  security  titles  to or  other  Liens on any
Collateral for the Obligations.

         3. Representations and Warranties.  To induce Lender to enter into this
Modification, the Borrower does hereby warrant, represent and covenant to Lender
that: (a) each  representation or warranty of the Borrower set forth in the Loan
Agreement is hereby restated and reaffirmed as true and correct on and as of the
date hereof as if such  representation  or  warranty  were made on and as of the
date  hereof  (except to the extent  that any such  representation  or  warranty
expressly  relates to a prior specific date or period),  and no Default or Event
of  Default  has  occurred  and is  continuing  as of this  date  under the Loan
Agreement as amended by this  Modification;  and (b) each of the  Borrower,  the
Guarantor  and the  Partnership  has the power and is duly  authorized  to enter
into,  deliver and perform the  Supplemental  Credit  Documents to which it is a
party,  and each of the Supplemental  Credit  Documents is the legal,  valid and
binding obligation of each Credit Party enforceable against such Credit Party in
accordance with its terms.

         4.  Facility  Fee.  In  consideration  of  Lender  entering  into  this
Modification,  Borrower  shall  pay to  Lender  on or  before  the  date of this
Modification,  a non-refundable  facility fee of $37,500.  Borrower acknowledges
that such facility fee shall be fully earned by the Lender

<PAGE>



upon the Lender's receipt of such fee and shall be non-refundable.

         5.  Reimbursement of Costs and Expenses.  The Borrower hereby agrees to
reimburse Lender on demand for all costs (including  reasonable attorneys' fees)
incurred  by  Lender  in   negotiating,   documenting  and   consummating   this
Modification,  the other  documents  referred  to herein,  and the  transactions
contemplated hereby and thereby.

         6. Conditions  Precedent to  Effectiveness  of this  Modification.  The
effectiveness  of this  Modification  and the  amendments  provided in Section 1
above are  subject to the truth and  accuracy  in all  material  respects of the
representations  and warranties of the Borrower contained in Section 3 above and
to the  fulfillment  of  the  following  additional  conditions  precedent  (all
documents described below shall be in form and substance satisfactory to Lender,
and the  documents  described  in  paragraph  (a) below are herein  collectively
called the Supplemental Credit Documents.):

                  (a)  Lender  shall  have  received  one or more duly  executed
         counterparts of this Modification, the Revolving Credit Note, the Third
         Term Loan  Note,  the First  Modification  of  Second  Borrower  Pledge
         Agreement,  and the Second  Modification of Amended and Restated Second
         Guarantor Pledge Agreement;

                  (b)  Lender  shall  have   received   the   originals  of  all
         certificates or other  instruments,  evidencing the shares and warrants
         covered by the First  Modification of Second Borrower Pledge  Agreement
         and a UCC-1 financing  statement  covering such  collateral,  both duly
         executed and delivered by Borrower;

                  (c) Lender  shall  have  received  a duly  executed  Guarantor
         Reaffirmation   and  Consent  from  the  Guarantor,   a  duly  executed
         Partnership Reaffirmation and Consent from the Partnership,  and a duly
         executed  Purchaser  Consent to Second  Modification  of Loan Agreement
         from the Purchaser;

                  (d)  Lender  shall have  received  closing  certificates  duly
         executed  and  completed  by  the  Borrower,   the  Guarantor  and  the
         Partnership and a duly executed and completed  Federal Reserve Form U-1
         relating to each of the  Revolving  Credit Loan,  the Second Term Loan,
         and the Third Term Loan;

                   (e) Lender shall have received an opinion of the  Borrower's,
         the  Guarantor's,   the  Partnership's  and  the  Purchaser's   counsel
         addressing such legal matters as may be requested by the Lender;

                  (f) Lender shall have received a certificate  of existence for
         Borrower  from the  Secretary  of State of Georgia and a good  standing
         certificate for Guarantor from the Secretary of State of Delaware;

                  (g) Lender shall have received  payment of the facility fee by
         Borrower pursuant to Section 4 hereof plus all interest accrued through
         the effective date of this  Modification on the First Term Loan and the
         Second Term Loan;

         7.  Conditions  Precedent  to  Funding  of the  Third  Term  Loan.  The
following condition, together with the conditions set forth in Section 6 hereof,
are conditions precedent to the funding of the Third Term Loan:

                  (a) All  conditions  precedent to the issuance of the series A
         preferred  stock of Gray, the series B preferred stock of Gray, and the
         Warrants shall have been fulfilled  (other than the disbursement of the
         Third Term Loan  proceeds  as  contemplated  hereby),  and the series A
         preferred stock of Gray, the series B preferred stock of Gray,


<PAGE>



         and the Warrants shall be issued on terms and conditions acceptable to 
         Lender in all respects;

         8. Post-Closing Matters. Borrower acknowledges that a written report of
examinations of the Uniform  Commercial Code financing  statement,  tax lien and
judgment lien records of Fulton  County has been  requested and will be returned
to Lender.  Borrower  agrees that if such  written  report shows Liens of record
upon the  Borrower  other  than  those of  Lender  or any  other  item of record
unsatisfactory to Lender,  Borrower shall, upon Lender's request,  cause same to
be removed from the record within thirty (30) days of such request.

         9.  Counterparts.   This  Modification  may  be  executed  in  multiple
counterparts,  each of which shall be deemed to be an original  and all of which
when taken together shall constitute one and the same instrument.

         10.  Governing  Law.  This  Modification  shall  be  governed  by,  and
construed  in  accordance  with,  the  internal  laws of the  State  of  Georgia
applicable to contracts made and performed in such state.


         IN WITNESS WHEREOF, the parties hereto have caused this Modification to
be duly executed and delivered as of the day and year specified at the beginning
hereof.


                BORROWER:

                BULL RUN CORPORATION


                By:      /s/ Robert S. Prather, Jr.
                         ---------------------------------
                         Robert S. Prather, Jr., President
     


                LENDER:

                NATIONSBANK, N.A. (SOUTH)


                By:      /s/ Gary L. Young
                         ------------------------------------
                         Gary L. Young, Senior Vice President






                                    EXHIBIT 2

                              BULL RUN CORPORATION
                        COMPUTATION OF EARNINGS PER SHARE
           (Dollars and shares in thousands, except per share amounts)

<TABLE>
<CAPTION>


                                                              Three Months Ended          Nine Months Ended
                                                                 September 30                September 30
                                                              1996       1995             1996       1995
                                                              ----       ----             ----       ----

<S>                                                          <C>          <C>            <C>          <C>       
Primary:
     Income before cumulative effect of
       accounting change and extraordinary item              $ 5,480      $   27         $ 5,821      $  671
     Cumulative effect of accounting change                                                 (274)
     Extraordinary item                                         (295)                       (295)        
                                                              ------        ----          ------        ----
     Net income                                              $ 5,185      $   27         $ 5,252      $  671
                                                              ======        ====          ======        ====

Primary shares:
     Weighted average number of shares
       outstanding                                            21,971      22,099          22,058      22,120
     Assuming exercise of options                                880       1,260             960       1,121
                                                             -------      ------         -------      ------
     Weighted average number of shares
       outstanding, as adjusted                               22,851      23,359          23,018      23,241
                                                              ======      ======          ======      ======

Primary earnings per share:
     Income before cumulative effect of
       accounting change and extraordinary item               $  .24      $  .00         $   .25      $  .03
     Cumulative effect of accounting change                                                 (.01)
     Extraordinary item                                         (.01)                       (.01)       
                                                                ----        ----            ----      ----
     Net income                                               $  .23      $  .00         $   .23      $  .03
                                                                ====        ====            ====        ====

Assuming Full Dilution:
     Income before cumulative effect of
       accounting change and extraordinary item              $ 5,480      $   27         $ 5,821      $  671
     Cumulative effect of accounting change                                                 (274)
     Extraordinary item                                         (295)                     (295)       
                                                              ------       -----         ------        -----
     Net income                                              $ 5,185      $   27         $ 5,252      $  671
                                                              ======       =====          ======       =====

Fully diluted shares:
     Weighted average number of shares
       outstanding                                            21,971      22,099          22,058      22,120
     Assuming exercise of options                                880       1,287             960       1,288
                                                             -------      ------          ------      ------
     Weighted average number of shares
       outstanding, as adjusted                               22,851      23,386          23,018      23,408
                                                              ======      ======          ======      ======

Fully diluted earnings per share:
     Income before cumulative effect of
       accounting change and extraordinary item               $  .24      $  .00         $   .25      $  .03
     Cumulative effect of accounting change                                                 (.01)
     Extraordinary item                                         (.01)                       (.01)       
                                                                ----        ----            ----        ----
     Net income                                               $  .23      $  .00         $   .23      $  .03
                                                                ====        ====            ====        ====
</TABLE>

<TABLE> <S> <C>

<ARTICLE> 5
<CIK> 0000319697
<NAME> BULL RUN CORPORATION
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-END>                               SEP-30-1996
<CASH>                                         166,854
<SECURITIES>                                         0
<RECEIVABLES>                                4,957,035
<ALLOWANCES>                                    45,000
<INVENTORY>                                  3,288,158
<CURRENT-ASSETS>                             8,479,223
<PP&E>                                       3,589,638
<DEPRECIATION>                               1,259,089
<TOTAL-ASSETS>                              68,841,482
<CURRENT-LIABILITIES>                        3,811,856
<BONDS>                                     32,156,795
<COMMON>                                       223,097
                                0
                                          0
<OTHER-SE>                                  28,550,159
<TOTAL-LIABILITY-AND-EQUITY>                68,841,482
<SALES>                                     17,842,461
<TOTAL-REVENUES>                            18,685,108
<CGS>                                       12,812,383
<TOTAL-COSTS>                               12,812,383
<OTHER-EXPENSES>                             1,186,226
<LOSS-PROVISION>                                 1,397
<INTEREST-EXPENSE>                           1,512,076
<INCOME-PRETAX>                              8,365,552
<INCOME-TAX>                                 4,215,890
<INCOME-CONTINUING>                          5,821,948
<DISCONTINUED>                                       0
<EXTRAORDINARY>                              (295,322)
<CHANGES>                                    (274,248)
<NET-INCOME>                                 5,252,378
<EPS-PRIMARY>                                      .23
<EPS-DILUTED>                                      .23
        


</TABLE>


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