WPL HOLDINGS INC
10-Q, 1994-08-15
ELECTRIC & OTHER SERVICES COMBINED
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                        SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C.  20549

                                   FORM  10-Q

            QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF
        X   THE SECURITIES EXCHANGE ACT OF 1934
      ----- 
            For the quarterly period ended  June 30, 1994
      
            TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF
      ----- THE SECURITIES EXCHANGE ACT OF 1934

            For the transition period from __________ to __________

   Commission file number  1-9894 
    
                             WPL HOLDINGS, INC             
           (Exact name of registrant as specified in its charter)

              Wisconsin                             39-1380265       
   (State or other jurisdiction              (I.R.S. Employer Identification
   of incorporation or organization)                      No.)

   222 West Washington Avenue, Madison, Wisconsin         53703      
     (Address of principal executive offices)            (Zip Code)

   Registrant's telephone number, including area code   608-252-3311 

   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 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
                                  ------            ------         

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

                        
            Common Stock Outstanding at June 30, 1994:   30,735,596 shares
   <PAGE>

                                    CONTENTS





                                                                         PAGE
   PART I.   Financial Information:

             Consolidated Financial Statements of WPL Holdings, Inc.

             Consolidated Balance Sheets as of June 30, 1994
              and 1993 and December 31, 1993 . . . . . . . . . . . . . . .  2

             Consolidated Statements of Income for the Three and
              Six Months Ended June 30, 1994 and 1993  . . . . . . . . . .  4

             Consolidated Statements of Cash Flows - Six
              Months Ended June 30, 1994 and 1993  . . . . . . . . . . . .  5

             Notes to Consolidated Financial Statements  . . . . . . . . .  6

             Management's Discussion and Analysis of Financial
              Condition and Results of Operations  . . . . . . . . . . . .  7

   PART II.  Other Information . . . . . . . . . . . . . . . . . . . . . . 13

             Signatures  . . . . . . . . . . . . . . . . . . . . . . . . . 15

   <PAGE>
   <TABLE>

                   WPL HOLDINGS, INC. AND SUBSIDIARIES
                       Consolidated Balance Sheets
   <CAPTION>
                                                                               June 30,            June 30,        December 31,
                                                                                 1994                1993               1993
                                                                                           (Thousands of dollars)
   <S>                                                                      <C>                 <C>                 <C>
   ASSETS
   UTILITY PLANT:
     Plant in service--
       Electric........................................................     $ 1,531,411         $ 1,476,864         $ 1,518,701
       Gas.............................................................         195,233             184,625             194,283
       Water...........................................................          20,945              19,834              20,437
       Common..........................................................         110,565              98,864             106,803
                                                                              ---------          ----------          ----------
                                                                              1,858,154           1,780,187           1,840,224
     Dedicated decommissioning funds...................................          50,970              41,796              49,803
                                                                              ---------          ----------          ----------
                                                                              1,909,124           1,821,983           1,890,027
     Less: Accumulated provision for depreciation......................         780,514             743,510             763,027
                                                                              ---------          ----------          ----------
                                                                              1,128,610           1,078,473           1,127,000


     Construction work in progress.....................................          76,540              57,267              75,732
     Nuclear fuel, net.................................................          15,558              15,021              18,000
                                                                              ---------          ----------          ----------
       Total utility plant.............................................       1,220,708           1,150,761           1,220,732
                                                                              ---------          ----------          ----------
   OTHER PROPERTY AND EQUIPMENT, NET:
      Other property and equipment.....................................         136,794             134,271             135,204
      Less:  Accumulated provision for depreciation....................          19,510              13,106              16,817
                                                                              ---------          ----------          ----------
                                                                                117,284             121,165             118,387
                                                                              ---------          ----------          ----------

   INVESTMENTS, at cost................................................          12,607              15,739              15,525
                                                                              ---------          ----------          ----------

   CURRENT ASSETS:
     Cash and equivalents..............................................           9,198               6,452              19,468
     Net accounts receivable and unbilled revenue,
       less allowance for doubtful accounts of $1,313
       $964 and $732, respectively.....................................          61,476              41,932              67,623
     Fossil fuel, at average cost......................................          12,772              18,097              16,042
     Materials and supplies, at average cost...........................          23,124              23,620              21,679
     Gas in storage, at average cost...................................           4,610               5,072               8,754
     Prepayments and other.............................................          29,379              18,705              23,251
                                                                              ---------          ----------          ----------
       Total current assets............................................         140,559             113,878             156,817
                                                                              ---------          ----------          ----------
   Restricted cash.....................................................           3,234               5,602               6,712
                                                                              ---------          ----------          ----------
   Environmental remediation costs.....................................          82,280              82,475              82,380
                                                                              ---------          ----------          ----------
   Deferred charges and other..........................................         162,352             138,870             161,346
                                                                              ---------          ----------          ----------
   TOTAL ASSETS........................................................      $1,739,024         $ 1,628,490         $ 1,761,899
                                                                               ========          ==========          ==========

   </TABLE>

   The accompanying notes are an integral part of the consolidated financial
   statements.

   <PAGE>

   <TABLE>

                   WPL HOLDINGS, INC. AND SUBSIDIARIES
                       Consolidated Balance Sheets
   <CAPTION>
                                                                           June 30,            June 30,         December 31,
                                                                             1994                1993               1993
                                                                                       (Thousands of dollars)
   <S>                                                                   <C>                 <C>              <C>     
   CAPITALIZATION AND LIABILITIES
   COMMON SHAREOWNERS' INVESTMENT:
     Common stock, $.01 par value, authorized--
       100,000,000 shares; issued and
       outstanding--30,735,596, 30,320,586 and
       30,438,654 shares, respectively.................................  $      306          $      298       $       305
     Premium on capital stock & capital surplus........................     303,441             286,981           297,916
     Reinvested earnings...............................................     294,274             276,513           284,745
                                                                           --------            --------          --------
                                                                            598,021             563,792           582,966

   PREFERRED STOCK NOT MANDATORILY REDEEMABLE:
     Cumulative, without par value, authorized
       3,750,000 shares, maximum aggregate stated
       value $150,000,000 
     Cumulative, without par value, $100
       stated value; 449,765, 599,630, and 449,765 shares,
       respectively, outstanding.......................................      44,977              59,963            44,977
     Cumulative, without par value, $25 stated value, 599,460
       shares outstanding..............................................      14,986                -               14,986
   LONG TERM DEBT, NET.................................................     423,590             422,798           425,105
                                                                          ---------           ---------         ---------
       Total capitalization............................................   1,081,574           1,046,553         1,068,034
                                                                          ---------           ---------         ---------

   CURRENT LIABILITIES:

     Current maturities of long-term debt..............................       1,528                 856               782
     Variable rate demand bonds........................................      56,975              57,075            56,975
     Short-term debt...................................................      64,541              33,958            91,902
     Accounts payable..................................................      53,192              53,692            78,195
     Accrued payroll and vacation......................................      15,515              15,980            17,287
     Accrued taxes.....................................................       3,698              (4,032)             (570)
     Accrued interest..................................................       8,995               8,844             9,282
     Other.............................................................      30,602              24,675            21,168
                                                                           --------            --------          --------
       Total current liabilities.......................................     235,046             191,048           275,021
                                                                           --------            --------          --------

   OTHER CREDITS:
     Accumulated deferred income taxes.................................     222,565             208,762           212,844
     Accumulated deferred investment tax credits.......................      41,721              43,668            42,684
     Accrued environmental remediation costs...........................      80,244              81,272            80,973
     Other.............................................................      77,874              57,187            82,343
                                                                          ---------            --------          --------
       Total other credits.............................................     422,404             390,889           418,844
                                                                          ---------            --------          --------

   TOTAL CAPITALIZATION AND LIABILITIES................................  $1,739,024          $1,628,490        $1,761,899
                                                                          =========           =========         =========
   </TABLE>


   The accompanying notes are an integral part of the consolidated financial
   statements.
   <PAGE>

   <TABLE>

                   WPL HOLDINGS, INC. AND SUBSIDIARIES
                    Consolidated Statements of Income
   <CAPTION>
                                                      Three Months Ended                    Six  Months Ended
                                                          June 30,                                June 30,
                                                   1994              1993                  1994              1993
                                                                        (In Thousands Except
                                                                         for Per Share Data)

   <S>                                           <C>              <C>                  <C>                <C>
   OPERATING REVENUES:
     Electric..................................  $  125,271       $  116,817           $  262,468         $  242,428
     Gas.......................................      22,130           23,281               85,265             78,780
     Fees, rents and other.....................      33,884           33,533               67,730             61,673
                                                  ---------        ---------            ---------          ---------
                                                    181,285          173,631              415,463            382,881
                                                  ---------        ---------            ---------          ---------
   OPERATING EXPENSES:
     Electric production fuels.................      32,646           27,235               64,932             59,789
     Purchased power...........................       8,440            7,764               17,927             13,747
     Purchased gas.............................      12,861           15,675               54,606             53,014
     Other operation...........................      65,815           66,564              129,409            126,857
     Maintenance...............................      12,387           11,747               21,759             22,617
     Depreciation and amortization.............      19,569           17,185               41,034             34,497
     Taxes other than income...................       8,703            7,588               17,687             15,999
                                                  ---------        ---------            ---------          ---------
                                                    160,421          153,758              347,354            326,520
                                                  ---------        ---------            ---------          ---------
   NET OPERATING INCOME........................      20,864           19,873               68,109             56,361
                                                  ---------        ---------            ---------          ---------

   OTHER INCOME AND (DEDUCTIONS):
     Allowance for equity funds used during
       construction ...........................         681              398                1,130                646
     Other, net................................       4,247              717                9,069                  6
                                                  ---------        ---------            ---------          ---------
                                                      4,928            1,115               10,199                652

   INCOME BEFORE INTEREST EXPENSE..............      25,792           20,988               78,308             57,013
                                                  ---------        ---------            ---------          ---------
   INTEREST EXPENSE:
     Interest on debt..........................       9,219            9,715               18,694             18,964
     Allowance for borrowed funds used during
       construction (credit)...................        (245)            (253)                (434)              (409)
                                                  ---------        ---------            ---------          ---------
                                                      8,974            9,462               18,260             18,555
                                                  ---------        ---------            ---------          ---------
   INCOME BEFORE INCOME TAXES..................      16,818           11,526               60,048             38,458

   INCOME TAXES................................       5,688            3,382               21,721              9,597

   PREFERRED STOCK DIVIDENDS OF SUBSIDIARY.....         827              953                1,655              1,905
                                                  ---------        ---------            ---------          ---------

   NET INCOME................................... $   10,303       $    7,191           $   36,672         $   26,956
                                                  =========        =========            =========          =========

   EARNINGS PER SHARE OF COMMON STOCK........... $     0.33       $     0.25           $     1.20         $     0.95
                                                  =========        =========            =========          =========

   CASH DIVIDENDS PER SHARE OF COMMON STOCK..... $    0.480       $    0.475           $    0.960         $    0.950
                                                  =========        =========            =========          =========

   WEIGHTED AVERAGE COMMON SHARES OUTSTANDING ..     30,649           29,278               30,575             28,499
                                                  =========        =========            =========          =========
   </TABLE>

   The accompanying notes are an integral part of the consolidated financial
   statements.

   <PAGE>

   <TABLE>

                           WPL HOLDINGS, INC.

                  CONSOLIDATED STATEMENT OF CASH FLOWS
   <CAPTION>

                                                                               Six Months Ended
                                                                                    June 30,
                                                                             1994               1993
                                                                                  (In Thousands)

   <S>                                                                    <C>               <C>     
   Cash flows from (used for) operating activities:

     Net Income......................................................     $    36,672       $    26,956
     Adjustments to reconcile net income to net cash
      from operating activities:
       Depreciation and amortization.................................          41,034            34,355
       Amortization of nuclear fuel..................................           2,749             2,933
       Allowance for equity funds used during construction...........          (1,130)             (646)
       Investment tax credit restored................................            (963)             (983)
       Deferred income taxes.........................................           6,429             3,536
     Changes in assets and liabilities:
       Net accounts receivable and unbilled revenues.................           7,294             7,758
       Coal..........................................................             521               888
       Materials and supplies........................................          (1,446)           (6,822)
       Gas in storage................................................           4,144             4,094
       Prepayments and other.........................................          (6,129)            3,164
       Accounts payable and accruals.................................         (22,554)          (22,599)
       Accrued taxes.................................................           4,144            (1,924)
       Other.........................................................             379             7,091
                                                                            ---------         ---------

          Net cash from (used for) operating activities..............          71,144            57,801
                                                                            ---------         ---------
   Cash flows from (used for) financing activities:

     Issuance of long-term debt......................................           -                 4,919
     Long-term debt maturities, redemptions and sinking
       fund requirements.............................................          (1,582)             (165)
     Net change in short term debt...................................         (20,844)          (35,612)
     Common stock cash dividends, less dividends reinvested..........         (21,774)          (16,972)
     Preferred stock issuance expense................................            (648)            -
     Issuance of common stock........................................             884            56,803
     Other...........................................................             (16)              (35)
                                                                            ---------          --------

        Net cash from (used for) financing activities................         (43,980)            8,938
                                                                            ----------         -------- 
   Cash flows from (used for) investing activities:

     Additions to utility plant, excluding AFUDC.....................         (37,809)          (52,477)
     Allowance for borrowed funds used during construction...........            (434)             (408)
     Dedicated decommissioning funding...............................          (1,167)           (1,419)
     Additions to other property and equipment.......................          (1,590)          (17,076)
     Restricted bond proceeds........................................           3,234             6,527
     Other...........................................................             332               228
                                                                            ---------          --------
       Net cash (used for) investing activities......................         (37,434)          (64,625)

   Net increase (decrease) in cash and equivalents...................         (10,270)            2,114
   Cash and equivalents at beginning of period.......................          19,468             4,338
                                                                            ---------          --------
   Cash and equivalents at end of period.............................     $     9,198         $   6,452
                                                                            =========          ========

   Supplemental disclosures of cash flow information:
   Cash paid during the period for:
       Interest on debt, less amount capitalized.....................     $     9,461         $  10,219
       Preferred stock dividends of subsidiary.......................     $     1,655         $   1,906
       Income taxes..................................................     $    12,561         $   7,585

   Noncash financing activities:
      Dividends reinvested...........................................     $     8,462         $  10,117

   </TABLE>

   The accompanying notes are an integral part of the consolidated financial
   statements.

   <PAGE>
                   NOTES TO CONSOLIDATED FINANCIAL STATEMENTS


   1.  The consolidated financial statements included herein have been
   prepared by WPL Holdings, Inc. (the "Company"), without audit, pursuant to
   the rules and regulations of the Securities and Exchange Commission. 
   Accordingly, certain information and footnote disclosures normally
   included in financial statements prepared in accordance with generally
   accepted accounting principles have been condensed or omitted.  The
   consolidated financial statements include the Company and its wholly owned
   consolidated subsidiaries including Wisconsin Power and Light Company
   (WPL).  These financial statements should be read in conjunction with the
   financial statements and the notes thereto included in the Company's
   latest annual report on Form 10-K.

       In the opinion of the Company, the consolidated interim financial
   statements reflect all adjustments necessary to fairly state the results
   of operations for the interim periods presented.  However, because of the
   seasonal nature of the Company's operations, the results shown for
   portions of a year are not indicative of annual results.

   2.  In November 1989, the Public Service Commission of Wisconsin ("PSCW")
   concluded that WPL did not properly administer a coal contract, resulting
   in an assessment to compensate ratepayers for excess fuel costs having
   been incurred.  As a result, the Company recorded a reserve in 1989 which
   had an after-tax affect of reducing 1989 net income by $4.9 million.  This
   reserve included a portion payable to WPL's ratepayers and portions
   payable to Wisconsin Public Service Corporation and Madison Gas and
   Electric Company for their joint ownership in the generating station 
   served by the contract.  In 1990, WPL refunded $2.0 million of the
   reserve, after tax, to its own ratepayers.

       The PSCW decision was found to represent unlawful retroactive
   ratemaking by both the Dane County Circuit Court and the Wisconsin Court
   of Appeals.  The case was then appealed to the Wisconsin Supreme Court. 
   In February 1994, the Wisconsin Supreme Court affirmed the decisions of
   the Dane County Circuit Court and Wisconsin Court of Appeals.  In
   management's judgement, all avenues for appeal regarding this case have
   been exercised.  

       As a result, in March 1994, WPL reversed the unrefunded portion of
   the assessment of amounts due to Wisconsin Public Service Corporation and
   Madison Gas and Electric Company. This action increased in net income by
   $2.9 million in the first quarter of 1994.  For the portion of the
   assessment which was refunded to WPL's ratepayers,  a proposed plan for
   recollection was submitted to the PSCW on February 15, 1994 and was
   approved on May 11, 1994.  With this approval, WPL recorded an additional
   after-tax increase to net income to account for the remaining $2.0 million
   in June, 1994.

   <PAGE>
                      MANAGEMENT'S DISCUSSION AND ANALYSIS
                OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS

   THREE MONTHS ENDED JUNE 30, 1994 VS. JUNE 30, 1993:

   OVERVIEW

        The Company reported consolidated second-quarter net income of $10.3
   million compared to $7.2 million for the same period in 1993.  The
   increase in earnings primarily reflects an increase in earnings from the
   Company's utility subsidiary, WPL.  The principal factors leading to
   increased earnings include favorable early summer weather which yielded
   higher electric margins ($1.4 million), the benefits from decreased other
   operation expense due to the Company's cost management efforts ($.5
   million) and a change in the mix of gas sales from lower margin to higher
   margin customer classes ($1.0 million). Also, second-quarter 1994 net
   income increased $2.0 million through the approval to recollect a
   previously refunded penalty assessed by the PSCW relating to WPL's
   administration of a coal contract.

        Offsetting the above was an increase in depreciation expense which
   was attributable to increased investment in property, plant and equipment
   and increased decommissioning costs which reduced net income by $1.5
   million.

   <TABLE>

   Electric Operations
   <CAPTION>
                                                                                     Revenues and
                                                    kWhs Sold, Generated             Costs Per kWh
                       Revenues and Costs    %       and Purchased (In        %     Sold Generated    Customers at End
                         (In Thousands)    Change        Thousands)        Change    and Purchased       of Quarter

                           1994      1993                1994        1993             1994     1993      1994      1993

    <S>                 <C>       <C>         <C>   <C>         <C>           <C>     <C>      <C>    <C>       <C>
    Residential and
    Farm                $42,801   $40,109      7%     602,761     602,421       0%    .071     .067   322,202   315,326

    Industrial           35,777    32,786      9%     955,781     878,476       9%    .037     .037       755       698

    Commercial           24,055    22,464      7%     393,496     382,857       3%    .061     .059    43,437    42,467

    Wholesale and
    Class A              20,877    18,588     12%     606,255     524,416      16%    .034     .035        40        38

    Other                 1,761     2,870     39%      12,203      13,487     -10%    .144     .213     1,471     1,419
                        -------   -------     ---   ---------   ---------     ----    ----     ----   -------   -------
         Total          125,271   116,817      7%   2,570,496   2,401,657       7%    .049     .049   367,905   359,948
                        =======   =======     ===   =========   =========      ===    ====     ====   =======   =======

    Elec production
    fuels                32,646    27,235     20%   2,353,828   2,027,581      16%    .014     .013

    Purchased Power       8,440     7,764      9%     325,804     450,839     -28%    .026     .017
                        -------    ------    ----
    Margin               84,185    81,818      3%
                        =======    ======
   </TABLE>

     WPL's electric sales benefitted from June's hot weather, however, low
   sales in April and May resulted in relatively flat volumes for the second
   quarter of 1994 compared to 1993.  Additionally, WPL  experienced strong
   growth in the commercial and industrial customer classes from favorable
   economic conditions in the service territory.

   <TABLE>
   Gas Operations
   <CAPTION>

                                                                           Revenues and
                       Revenues and              Therms Sold and             Costs per
                        Costs (In         %       Purchased (In      %      Thems Sold    Customers at End
                        Thousands)     Change      Thousands)      Change  and Purchased     of Quarter
                      1994     1993              1994      1993             1994   1993     1994     1993

    <S>               <C>      <C>      <C>      <C>      <C>      <C>      <C>    <C>     <C>      <C>
    Residential       10,337   11,853   -13%     18,154   18,207     0%     .569   .651    122,476  117,721

    Firm               5,930    6,720   -12%     13,022   13,404    -3%     .455   .501     15,298   14,701

    Interruptible      1,463    1,509    -3%      4,768    3,923    22%     .307   .385        233      209

    Transportation     3,384    3,088    10%     17,870   19,074    -6%     .189   .162         87       74

    Other              1,016      111   815%      3,740      242   1,445%   .272   .459         93       90
                      ------   ------  ----      ------   ------   -----    ----   ----    -------  -------
      Total           22,130   23,281    -5%     57,554   54,850     5%     .385   .424    138,187  132,795
                      ======   ======  =====     ======  =======   =====   =====  =====    =======  =======
    Purchased gas     12,942   15,675   -17%     37,794   37,386     1%     .239   .363
                      ------   ------
    Margin             9,188    7,606    12%
                      ======   ======
   </TABLE>

      Gas margin increased during the second quarter of 1994 compared to the
   second quarter of 1993 due primarily to a change in the mix of sales from
   lower margin to higher margin customer classes.  Additionally, growth
   among all customer classes remained strong from the solid economic
   conditions in WPL's service territory.

   Other Operation Expense

      Other operation expense decreased as a result of the Company's cost
   management efforts.  

   Depreciation

      Depreciation expense increased, principally reflecting increased
   property additions, and increased decommissioning costs for WPL.

   Other, Net

      Other, net increased for the second-quarter of 1994 compared with the
   same period in 1993 due to the coal contract reversal of $2.0 million
   discussed in Note 2 of the Notes to Consolidated Financial Statements.

   Income Taxes

      Income taxes increased between second quarters, primarily due to higher
   taxable income. 

   <PAGE>

   SIX MONTHS ENDED JUNE 30, 1994 VS. JUNE 30, 1993:

   OVERVIEW

    The Company reported consolidated net income of $36.7 million for the
   six months ended June 30, 1994 compared to $27.0 million for the same
   period in 1993.  The increase in earnings primarily reflects an increase
   in earnings from the company's utility subsidiary, WPL.  A principal
   factor which resulted in increased earnings was the favorable weather
   conditions in the first six months of 1994 which yielded higher electric
   and gas margins ($9.3 million).  Also, net income for the six months ended
   June 30, 1994 increased $4.9 million due to the reversal of a PSCW penalty
   relating to WPL's administration of a coal contract.

    Offsetting the above was an increase in depreciation expense which was
   attributable to increased investment in plant and increased
   decommissioning costs which reduced net income by $3.9 million.

   <TABLE>

   Electric Operations
   <CAPTION>
                                                                                  Revenues and
                                                   kWhs Sold, Generated           Costs Per kWh
                      Revenues and Costs    %       and Purchased (In       %    Sold Generated   Customers at End of
                        (In Thousands)    Change        Thousands)       Change   and Purcased          Quarter

                          1994      1993                1994        1993            1994    1993      1994       1993

    <S>                <C>       <C>         <C>   <C>         <C>           <C>    <C>     <C>    <C>        <C>
    Residential and
    Farm               $97,356   $88,811     10%   1,389,627   1,345,225     3%     .070    .066   322,202    315,326

    Industrial          67,989    63,874      6%   1,822,824   1,700,873     7%     .037    .038       755        698

    Commercial          49,605    46,064      8%     821,480     783,911     5%     .060    .059    43,437     42,467

    Wholesale and
    Class A             43,239    37,661     15%   1,312,372   1,109,965    18%     .033    .034        40         38

    Other                4,279     6,018    -29%      28,986      27,338     6%     .148    .220     1,471      1,419
                       -------    ------    ----   ---------   ---------   ----     ----    ----    ------     ------
         Total         262,468   242,428      8%   5,375,289   4,967,312     8%     .049    .049   367,905    359,948
                       =======   =======    ====   =========   =========   ====     ====    ====   =======    =======
    Elec production
    fuels               64,932    59,788      9%   4,806,837   4,308,778    12%     .014    .014

    Purchased Power     17,927    13,747     30%     767,945     801,313    -4%     .023    .017
                       -------   -------
    Margin             179,609   168,893      6%
                       =======  ========
   </TABLE>

    WPL's electric sales benefitted from June's hot weather, however, low
   sales in April and May resulted in relatively flat volumes for the second
   quarter of 1994 compared to 1993.  Additionally, WPL experienced growth in
   the commercial and industrial customer classes from favorable economic
   conditions. 

   <TABLE>
   Gas Operations
   <CAPTION>

                                                                             Revenues and
                       Revenues and              Therms Sold and            Costs per Thems
                        Costs (In         %       Purchased (In       %        Sold and      Customers at End of
                        Thousands)     Change      Thousands)      Change      Purchased           Quarter

                      1994     1993              1994      1993              1994    1993      1994       1993

    <S>               <C>      <C>      <C>     <C>       <C>       <C>      <C>     <C>       <C>       <C>
    Residential       45,090   42,642    6%      78,399    73,434    7%      .575    .581      122,476   117,721
    Firm              26,060   24,035    8%      57,089    52,031    10%     .456    .462       15,298    14,701

    Interruptible      4,308    6,371   -32%     11,762    14,620   -20%     .366    .436          233       209

    Transportation     8,345    6,022    39%     42,934    42,977    0%      .194    .140           87        74

    Other              1,462     -290   -604%     4,898       721   579%     .298    .402           93        90
                      ------   ------    ----   -------   -------   ----     -----    ---      -------   -------
      Total           85,265   78,780    8%     195,082   183,783    6%      .437    .429      138,187   132,795
                      ======   ======    =====  =======   =======   ====     =====    =====    =======   =======

    Purchased gas     54,710   53,014    3%     143,661   161,892    21%     .279    .327
                      ------   ------

    Margin            30,555   25,766    5%

   </TABLE>

    Gas margin increased for the six months ended June 30, 1994 compared to
   the same period in 1993 due primarily to favorable winter weather
   conditions.  Also contributing to the margin increase was a change in the
   mix of sales from lower margin to higher margin customer classes. 
   Additionally, growth among all customer classes remained strong due to
   favorable economic conditions in WPL's service territory.

   Fees, Rents and Other Operating Revenues ("Other Revenues")

    The increase in other revenues is the result of an acquisition made
   during the first quarter of 1993 by the Company's non-regulated
   operations.  Year to date 1994 results include a full six months of
   activity vs. approximately 4 months of activity in 1993.

   Other Operation Expense

    Other operation expense increased for the same factor discussed above
   under Other Revenues.

   Depreciation

    Depreciation expense increased, principally reflecting increased
   property additions, and increased decommissioning costs for WPL.

   Other, Net

    Other, net increased for the six months ended June 30, 1994 compared
   with the same period in 1993, due to the coal contract reversal of $2.0
   million discussed in Note 2 of the Notes to Consolidated Financial
   Statements.

   Income Taxes

    Income taxes increased between second quarters, primarily due to higher
   taxable income. 

   <PAGE>

   LIQUIDITY AND CAPITAL RESOURCES

   Rates and Regulatory Matters

    See Part II -- Other Information, Item 1. Legal Proceedings.

   Financing and Capital Structure

    The level of short-term borrowing fluctuates based primarily on seasonal
   corporate needs, the timing of long-term financings and capital market
   conditions.  To maintain flexibility in its capital structure and to take
   advantage of favorable short-term rates, the Company also uses proceeds
   from the sales of WPL's accounts receivable and unbilled revenues to
   finance a portion of its long-term cash needs.

    The Company's capitalization at June 30, 1994, including the current
   maturities of long-term debt, variable rate demand bonds and short-term
   debt, consisted of 50 percent common equity, 5 percent preferred stock and
   45 percent long-term debt.  Common equity at June 30, 1994 increased from
   48 percent at December 31, 1993 due to increased earnings and the original
   issuance through the Company's dividend reinvestment program of $8.5
   million of Company stock during the first 6 months of 1994.

   Capital Expenditures

    The Company's liquidity is primarily determined by the level of cash
   generated from operations and the funding requirements of WPL's ongoing
   construction and maintenance programs and Heartland Development Corp.'s
   capital requirements for future acquisitions and development of affordable
   housing.  Cash flows from operating activities, after dividends paid,
   provided approximately $71,144 million and $57,801 million for the six
   months ended June 30, 1994 and 1993 respectively.  The Company finances
   its construction expenditures through internally generated funds
   supplemented, when required, by outside financing.  The estimated
   construction expenditures for the remainder of 1994 are $83 million.  The
   Company currently anticipates that it will finance approximately 68
   percent of these expenditures through internally generated funds.

    The expenditures for the decommissioning of the Kewaunee Nuclear Power
   Plant are estimated to begin in 2014.  It is anticipated that expenditures
   related to the actual decommissioning of the plant will occur between 2014
   and 2021 of which WPL's share in terms of future dollars, approximates
   $581 million.  An additional $435 million related to the storage of spent
   nuclear fuel on site and other maintenance of the site will likely occur
   from 2022 to 2050.  By 2013, WPL currently expects to have the cost
   collected through electric rates and funded in an external trust. 
   Therefore, such expenditures are not expected to have a direct impact on
   the liquidity or the availability of capital resources.

   <PAGE>

                           PART II--OTHER INFORMATION

   Item 1.  Legal Proceedings

    On February 4, 1994, WPL filed its annual retail rate application with
   the PSCW requesting no change in electric rates and a slight increase in
   natural gas and water rates.  The application filed with the PSCW requests
   an overall increase of $3.6 million, or 2.7 percent for natural gas and a
   nominal water rate increase.  Subsequent to this filing the PSCW staff
   completed its audit and conducted hearings.  Currently PSCW staff is
   recommending a decrease in electric rates of $16.1 million or 3.7 percent,
   an increase in gas rates of $1.1 million or .8 percent and no change in
   water rates.  A final decision is not expected until the fourth quarter of
   1994 with final rates becoming effective January 1, 1995.


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

         At the Company's annual meeting of shareowners held on May 18,
   1994, (a) L. David Carley and Donald R. Haldeman were elected as directors
   of the Company for terms expiring in 1995, (b) Katharine C. Lyall and
   Henry F. Scheig were elected as directors of the Company for terms
   expiring in 1996, and (c) Les Aspin, Erroll B. Davis, Jr., Milton E.
   Neshek and Carol T. Toussaint were elected as directors of the Company
   for terms expiring in 1997.  The following table sets forth certain
   information with respect to the election of directors at the annual
   meeting:

                                                    Shares Withholding 
         Name of Nominee         Shares Voted For        Authority 

         L. David Carley             23,193,533              781,958
         Donald R. Haldeman          23,356,430              619,061
         Katharine C. Lyall          23,355,554              619,937
         Henry F. Scheig             23,399,260              576,231
         Les Aspin                   22,643,817            1,331,674
         Erroll B. Davis, Jr.        23,181,559              793,932
         Milton E. Neshek            23,368,952              606,539
         Carol T. Toussaint          23,341,373              634,118

       The following table sets forth the other directors of the Company
   whose terms of office continued after the 1994 annual meeting:

                        Year in Which
    Name of Director    Term Expires

    Arnold M. Nemirow       1995
    Judith D. Pyle          1995
    Rockne G. Flowers       1996
    Henry C. Prange         1996

       In addition, at the annual meeting, shareowners approved the
   appointment of Arthur Andersen & Co. as the Company's independent auditors
   for the 1994 calendar year.  With respect to such matter, the number of
   shares voted for and against were 23,375,001 and 261,224, respectively. 
   The number of shares abstaining and the number of shares subject to broker
   non-votes were 339,266 and 0 , respectively.  At the annual meeting,
   shareowners also approved the WPL Holdings, Inc. Long-Term Equity
   Incentive Plan.  With respect to such matter, the number of shares voted
   for and against were 20,513,455 and 2,188,522, respectively.  The number
   of shares abstaining and the number of shares subject to broker non-votes
   were 1,273,514 and 0, respectively.
    
    
   Item 5.  Other Information

    None

   Item 6.  Exhibits and Reports on Form 8-K

     1.       Exhibits:  

   4.1    WPL Holdings, Inc. Long-Term Equity Incentive Plan

   4.2    Key Executive Employment and Severance Agreement by and between WPL
          Holdings, Inc. and E.B. Davis, Jr.

   4.3    Form of Key Executive Employment and Severance Agreement by and
          between WPL Holdings, Inc. and each of L.W. Ahearn, W.D. Harvey,
          E.G. Protsch and A.J. Amato

   4.4    Form of Key Executive Employment and Severance Agreement by and
          between WPL Holdings, Inc. and each of E.M. Gleason, B.J. Swan,
          D.A. Doyle, N.E. Boys, D.E. Ellestad, P.J. Wegner and K.K. Zuhlke

     2.       Reports on Form 8-K:  None

   <PAGE>

                                    SIGNATURE


        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.


                                       WPL HOLDINGS, INC.



   Date   08/12/94                     By:/s/ Edward M. Gleason
                                       --------------------------  
                                       Edward M. Gleason, Vice President,
                                       Treasurer, and Corporate Secretary
                                       (principal financial officer)



   Date   08/12/94                     By:/s/ Daniel A. Doyle
                                       --------------------------  
                                       Daniel A. Doyle, Controller and
                                       Treasurer, Wisconsin Power and Light,
                                       (principal accounting officer and
                                       officer authorized to sign on behalf
                                       of the registrant.)

   <PAGE>

                                  EXHIBIT INDEX


   Exhibit
     No.        Description


   4.1    WPL Holdings, Inc. Long-Term Equity Incentive Plan

   4.2    Key Executive Employment and Severance Agreement by and between WPL
          Holdings, Inc. and E.B. Davis, Jr.

   4.3    Form of Key Executive Employment and Severance Agreement by and
          between WPL Holdings, Inc. and each of L.W. Ahearn, W.D. Harvey,
          E.G. Protsch and A.J. Amato 

   4.4    Form of Key Executive Employment and Severance Agreement by and
          between WPL Holdings, Inc. and each of E.M. Gleason, B.J. Swan,
          D.A. Doyle, N.E. Boys, D.E. Ellestad, P.J. Wegner and K.K. Zuhlke



                               WPL HOLDINGS, INC.

                         LONG-TERM EQUITY INCENTIVE PLAN

   Article 1.     Establishment, Purpose, and Duration

             1.1  Establishment of the Plan.  WPL Holdings, Inc., a Wisconsin
   corporation (hereinafter referred to as the "Company"), hereby establishes
   an incentive compensation plan to be known as the "WPL Holdings, Inc.
   Long-Term Equity Incentive Plan" (hereinafter referred to as the "Plan"),
   as set forth in this document. The Plan permits the grant of Nonqualified
   Stock Options, Incentive Stock Options, Restricted Stock, Performance
   Units, and Performance Shares. Subject to ratification by an affirmative
   vote of a majority of Shares, the Plan shall become effective as of
   January 23, 1994 (the "Effective Date"), and shall remain in effect as
   provided in Section 1.3 herein.

             1.2  Purpose of the Plan.  The purpose of the Plan is to promote
   the success and enhance the value of the Company by linking the personal
   interests of Participants to those of Company shareowners, and by
   providing Participants with an incentive for outstanding performance. The
   Plan is further intended to provide flexibility to the Company in its
   ability to motivate, attract, and retain the services of Participants upon
   whose judgment, interest, and special effort the successful conduct of its
   operation largely is dependent.

             1.3  Duration of the Plan.  The Plan shall commence on the
   Effective Date, as described in Section 1.1 herein, and shall remain in
   effect, subject to the right of the Board of Directors to terminate the
   Plan at any time pursuant to Article 13 herein, until all Shares subject
   to it shall have been purchased or acquired according to the Plan's
   provisions. However, in no event may an Award be granted under the Plan on
   or after January 22, 2004.

   Article 2.     Definitions

             Whenever used in the Plan, the following terms shall have the
   meanings set forth below and, when the meaning is intended, the initial
   letter of the word is capitalized:

             (a)  "Award" means, individually or collectively, a grant under
                  this Plan of Nonqualified Stock Options, Incentive Stock
                  Options, Restricted Stock, Performance Units, or
                  Performance Shares.

             (b)  "Award Agreement" means an agreement entered into by each
                  Participant and the Company setting forth the terms and
                  provisions applicable to Awards granted to Participants
                  under this Plan.

             (c)  "Beneficial Owner" shall have the meaning ascribed to such
                  term in Rule 13d-3 of the General Rules and Regulations
                  under the Exchange Act.

             (d)  "Board" or "Board of Directors" means the Board of
                  Directors of the Company.

             (e)  "Cause" means the admission by or the conviction of the
                  Participant of an act of fraud, embezzlement, theft, or
                  other criminal act constituting a felony under U.S. laws
                  involving moral turpitude. The Board of Directors, by
                  majority vote, shall make the determination of whether
                  Cause exists.

             (f)  "Change in Control" shall have the meaning ascribed to such
                  term in the Rights Agreement dated February 22, 1989 with
                  Morgan Shareholder Services Trust Company.

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

             (h)  "Committee" means the committee, as specified in Article 3,
                  appointed by the Board to administer the Plan.

             (i)  "Company" means WPL Holdings, Inc., a Wisconsin
                  corporation, or any successor thereto as provided in
                  Article 16 herein.

             (j)  "Director" means any individual who is a member of the
                  Board of Directors of the Company.

             (k)  "Disability" shall have the meaning ascribed to such term
                  in the Wisconsin Power and Light Company Retirement Plan A
                  Plan of the Company.

             (l)  "Dividend Equivalent" means a contingent right to be paid
                  dividends declared with respect to outstanding Option
                  grants, pursuant to the terms of Section 6.5 herein.

             (m)  "Employee" means any full-time, nonunion employee of the
                  Company or of the Company's Subsidiaries. Directors who are
                  not otherwise employed by the Company shall not be
                  considered Employees under this Plan.

             (n)  "Exchange Act" means the Securities Exchange Act of 1934,
                  as amended from time to time, or any successor Act thereto.

             (o)  "Fair Market Value" means the Fair Market Value of the
                  Shares determined by such methods or procedures as shall be
                  established from time to time by the Committee; provided,
                  however, that so long as the Shares are traded in a public
                  market, Fair Market Value means the average of the high and
                  low prices of a Share in the principal market for the
                  Shares on the specified date (or, if no sales occurred on
                  such date, the last preceding date on which sales
                  occurred).

             (p)  "Incentive Stock Option" or "ISO" means an option to
                  purchase Shares, granted under Article 6 herein, which is
                  designated as an Incentive Stock Option and is intended to
                  meet the requirements of Section 422 of the Code, or any
                  successor provision thereto.

             (q)  "Insider" shall mean an Employee who is, on the relevant
                  date, an officer, director, or ten percent (10%) beneficial
                  owner of the Company, as defined under Section 16 of the
                  Exchange Act.

             (r)  "Named Executive Officer" means a Participant who, as of
                  the date of vesting and/or payout of an Award is one of the
                  group of "covered employees," as defined in the Regulations
                  promulgated under Code Section 162(m), or any successor
                  statute.

             (s)  "Nonqualified Stock Option" or "NQSO" means an option to
                  purchase Shares, granted under Article 6 herein, which is
                  not intended to be an Incentive Stock Option.

             (t)  "Option" means an Incentive Stock Option or a Nonqualified
                  Stock Option.

             (u)  "Option Price" means the price at which a Share may be
                  purchased by a Participant pursuant to an Option, as
                  determined by the Committee.

             (v)  "Participant" means an Employee of the Company who has
                  outstanding an Award granted under the Plan.

             (w)  "Performance Unit" means an Award granted to an Employee,
                  as described in Article 8 herein.

             (x)  "Performance Share" means an Award granted to an Employee,
                  as described in Article 8 herein.

             (y)  "Period of Restriction" means the period during which the
                  transfer of Shares of Restricted Stock is limited in some
                  way (based on the passage of time, the achievement of
                  performance goals, or upon the occurrence of other events
                  as determined by the Committee, at its discretion), and the
                  Shares are subject to a substantial risk of forfeiture, as
                  provided in Article 7 herein.

             (z)  "Person" shall have the meaning ascribed to such term in
                  Section 3(a)(9) of the Exchange Act and used in Sections
                  13(d) and 14(d) thereof, including a "group" as defined in
                  Section 13(d).

             (aa) "Restricted Stock" means an Award granted to a Participant
                  pursuant to Article 7 herein.

             (ab) "Retirement" shall have the meaning ascribed to such term
                  in the Wisconsin Power and Light Company Retirement Plan A
                  Plan of the Company.

             (ac) "Shares" means the Shares of common stock of the Company.

             (ad) "Subsidiary" means any corporation, partnership, venture,
                  or other entity in which the Company, directly or
                  indirectly, has at least an eighty percent (80%) ownership
                  interest.

             (ae) "Window Period" means the period beginning on the third
                  business day following the date of public release of the
                  Company's quarterly sales and earnings information, and
                  ending on the twelfth business day following such date.

   Article 3.  Administration

             3.1  The Committee.  The Plan shall be administered by the
   Compensation and Personnel Committee of the Board or by any other
   Committee appointed by the Board consisting of not less than two (2)
   Directors. The members of the Committee shall be appointed from time to
   time by, and shall serve at the discretion of, the Board of Directors. The
   Committee shall be comprised solely of Directors who are eligible to
   administer the Plan pursuant to Rule 16b-3(c)(2) under the Exchange Act.

             3.2  Authority of the Committee.  The Committee shall have full
   power except as limited by law or by the Articles of Incorporation or
   Bylaws of the Company, and subject to the provisions herein, to designate
   employees to be Participants in the Plan; to determine the size and types
   of Awards; to determine the terms and conditions of such Awards in a
   manner consistent with the Plan; to determine whether, to what extent, and
   under what circumstances, Awards granted to Participants may be settled or
   exercised in cash, Shares or other property; to construe and interpret the
   Plan and any agreement or instrument entered into under the Plan; to
   establish, amend, or waive rules and regulations for the Plan's
   administration; and (subject to the provisions of Article 13 herein) to
   amend the terms and conditions of any outstanding Award to the extent such
   terms and conditions are within the discretion of the Committee as
   provided in the Plan. Further, the Committee shall make all other
   determinations which may be necessary or advisable for the administration
   of the Plan. As permitted by law, the Committee may delegate its
   authorities as identified hereunder.

             3.3  Decisions Binding.  All determinations and decisions made
   by the Committee pursuant to the provisions of the Plan and all related
   orders or resolutions of the Board shall be final, conclusive, and binding
   on all persons, including the Company, its shareowners, Employees,
   Participants, and their estates and beneficiaries.

   Article 4.     Shares Subject to the Plan

             4.1  Number of Shares.  Subject to adjustment as provided in
   Section 4.3 herein, the total number of Shares available for grant under
   the Plan shall be 1,000,000. Of this number, up to 300,000 Shares may be
   granted as Restricted Stock. These Shares may be either authorized but
   unissued or reacquired Shares. The following rules will apply for purposes
   of the determination of the number of Shares available for grant under the
   Plan:

             (a)  While an Award is outstanding, it shall be counted against
                  the authorized pool of Shares, regardless of its vested
                  status.

             (b)  The grant of an Option or Restricted Stock shall reduce the
                  Shares available for grant under the Plan by the number of
                  Shares subject to such Award.

             (c)  The Committee shall in each case determine the appropriate
                  number of Shares to deduct from the authorized pool in
                  connection with the grant of Performance Units and/or
                  Performance Shares.

             (d)  Unless otherwise determined by the Committee, the grant of
                  an award opportunity under Article 8 of this Plan shall not
                  reduce the authorized pool; provided, however, that payout
                  of such opportunity in the form of Shares shall reduce the
                  authorized pool by such number of Shares.

             (e)  To the extent that an Award is settled in cash rather than
                  in Shares, the authorized Share pool shall be credited with
                  the appropriate number of Shares represented by the cash
                  settlement of the Award, as determined at the sole
                  discretion of the Committee (subject to the limitation set
                  forth in Section 4.2 herein).

             4.2  Lapsed Awards.  If any Award granted under this Plan is
   canceled, terminates, expires, or lapses for any reason, any Shares
   subject to such Award again shall be available for the grant of an Award
   under the Plan. However, in the event that prior to the Award's
   cancellation, termination, expiration, or lapse, the holder of the Award
   at any time received one or more "benefits of ownership" pursuant to such
   Award (as defined by the Securities and Exchange Commission, pursuant to
   any rule or interpretation promulgated under Section 16 of the Exchange
   Act), the Shares subject to such Award shall not be made available for
   regrant under the Plan.

             4.3  Adjustments in Authorized Shares.  In the event of any
   merger, reorganization, consolidation, recapitalization, separation,
   liquidation, stock dividend, split-up, Share combination, or other change
   in the corporate structure of the Company affecting the Shares, such
   adjustment shall be made in the number and class of Shares which may be
   delivered under the Plan, and in the number and class of and/or price of
   Shares subject to outstanding Awards granted under the Plan, as may be
   determined to be appropriate and equitable by the Committee, in its sole
   discretion, to prevent dilution or enlargement of rights; and provided
   that the number of Shares subject to any Award shall always be a whole
   number.

   Article 5.     Eligibility and Participation

             5.1  Eligibility.  Persons eligible to participate in this Plan
   include all active Employees of the Company and its Subsidiaries, as
   determined by the Committee, including Employees who are members of the
   Board, but excluding Directors who are not Employees.

             5.2  Actual Participation.  Subject to the provisions of the
   Plan, the Committee may, from time to time, select from all eligible
   Employees, those to whom Awards shall be granted and shall determine the
   nature and amount of each Award.

   Article 6.     Stock Options

             6.1  Grant of Options.  Subject to the terms and provisions of
   the Plan, Options may be granted to Employees at any time and from time to
   time as shall be determined by the Committee. The Committee shall have
   discretion in determining the number of Shares subject to Options granted
   to each Participant; provided, however, that the maximum number of Shares
   subject to Options which may be granted to any single Participant during
   the term of the Plan is 150,000. The Committee may grant ISOs, NQSOs, or a
   combination thereof.

             6.2  Award Agreement.  Each Option grant shall be evidenced by
   an Award Agreement that shall specify the Option Price, the duration of
   the Option, the number of Shares to which the Option pertains, and such
   other provisions as the Committee shall determine. The Award Agreement
   also shall specify whether the Option is intended to be an ISO within the
   meaning of Section 422 of the Code, or a NQSO whose grant is intended not
   to fall under the Code provisions of Section 422.

             6.3  Option Price.  The Option Price for each grant of an Option
   under this Section 6.3 shall be at least equal to one hundred percent
   (100%) of the Fair Market Value of a Share on the date the Option is
   granted. In addition, the Committee may grant Options which have Option
   Prices that increase over time, upon such terms as the Committee, in its
   sole discretion, deems appropriate.

             6.4  Duration of Options.  Each Option shall expire at such time
   as the Committee shall determine at the time of grant; provided, however,
   that no Option shall be exercisable later than the tenth (10th)
   anniversary date of its grant.

             6.5  Dividend Equivalents.  Simultaneous with the grant of an
   Option, the Participant receiving the Option may be granted, at no
   additional cost, Dividend Equivalents. Each Dividend Equivalent shall
   entitle the Participant to receive a contingent right to be paid an amount
   equal to the dividends declared on a Share on all record dates occurring
   during the period between the grant date of an Option and the date the
   Option is exercised. The underlying value of each Dividend Equivalent
   shall accrue as a book entry in the name of each Participant holding the
   Dividend Equivalent. Payout of the accrued value of a Dividend Equivalent
   shall occur only in the event the Option issued in tandem with the
   Dividend Equivalent is "in the money" (i.e., the Fair Market Value of
   Shares underlying the Option as of the exercise date exceeds the Option
   Price) as of the exercise date. Payout of Dividend Equivalents shall be
   made in cash, in one lump sum, within thirty (30) days following the
   exercise of the corresponding Option.

             6.6  Exercise of Options.  Options granted under the Plan shall
   be exercisable at such times and be subject to such restrictions and
   conditions as the Committee shall in each instance approve, which need not
   be the same for each grant or for each Participant. However, in no event
   may any Option granted under this Plan become exercisable prior to six (6)
   months following the date of its grant.

             6.7  Payment.  Options shall be exercised by the delivery of a
   written notice of exercise to the Company, setting forth the number of
   Shares with respect to which the Option is to be exercised, accompanied by
   full payment for the Shares. The Option Price upon exercise of any Option
   shall be payable to the Company in full either: (a) in cash or its
   equivalent, or (b) by tendering previously acquired Shares having an
   aggregate Fair Market Value at the time of exercise equal to the total
   Option Price (provided that the Shares which are tendered must have been
   held by the Participant for at least six (6) months prior to their tender
   to satisfy the Option Price), or (c) by a combination of (a) and (b).

             Notwithstanding the foregoing, the Committee also may allow
   cashless exercises as permitted under Federal Reserve Board's Regulation
   T, subject to such procedures as the Committee may deem appropriate,
   including without limitations the establishment of such procedures as may
   be necessary to satisfy the requirements of Rule 16b-3, or by any other
   means which the Committee determines to be consistent with the Plan's
   purpose and applicable law.

             As soon as practicable after receipt of a written notification
   of exercise and full payment, the Company shall deliver to the
   Participant, in the Participant's name, Share certificates in an
   appropriate amount based upon the number of Shares purchased under the
   Option(s).

             6.8  Termination of Employment Due to Death, Disability, or
   Retirement.

             (a)  Termination by Death.  In the event the employment of a
                  Participant is terminated by reason of death, all
                  outstanding Options granted to that Participant shall
                  immediately vest one hundred percent (100%), and shall
                  remain exercisable at any time prior to their expiration
                  date, or for one (1) year after the date of death,
                  whichever period is shorter, by such person or persons as
                  shall have been named as the Participant's beneficiary, or
                  by such persons that have acquired the Participant's rights
                  under the Option by will or by the laws of descent and
                  distribution.

             (b)  Termination by Disability.  In the event the employment of
                  a Participant is terminated by reason of Disability, all
                  outstanding Options granted to that Participant shall
                  immediately vest one hundred percent (100%) as of the date
                  the Committee determines the definition of Disability to
                  have been satisfied, and shall remain exercisable at any
                  time prior to their expiration date, or for one (1) year
                  after the date that the Committee determines the definition
                  of Disability to have been satisfied, whichever period is
                  shorter.

             (c)  Termination by Retirement.  In the event the employment of
                  a Participant is terminated by reason of Retirement, all
                  outstanding Options granted to that Participant shall
                  immediately vest one hundred percent (100%), and shall
                  remain exercisable at any time prior to their expiration
                  date, or for three (3) years after the effective date of
                  Retirement, whichever period is shorter.

             (d)  Employment Termination Followed by Death.  In the event
                  that a Participant's employment terminates by reason of
                  Disability or Retirement, and within the exercise period
                  following such termination the Participant dies, then the
                  remaining exercise period under outstanding Options shall
                  equal the longer of: (i) one (1) year following death; or
                  (ii) the remaining portion of the exercise period which was
                  triggered by the employment termination. Such Options shall
                  be exercisable by such person or persons who shall have
                  been named as the Participant's beneficiary, or by such
                  persons who have acquired the Participant's rights under
                  the Option by will or by the laws of descent and
                  distribution.

             (e)  Exercise Limitations on ISOs.  In the case of ISOs, the tax
                  treatment prescribed under Section 422 of the Internal
                  Revenue Code of 1986, as amended, may not be available if
                  the Options are not exercised within the Section 422
                  prescribed time periods after each of the various types of
                  employment termination.

             6.9  Termination of Employment for Other Reasons.  If the
   employment of a Participant shall terminate for any reason other than the
   reasons set forth in Section 6.8 (and other than for Cause), all Options
   held by the Participant which are not vested as of the effective date of
   employment termination immediately shall be forfeited to the Company (and
   shall once again become available for grant under the Plan). However, the
   Committee, in its sole discretion, shall have the right to immediately
   vest all or any portion of such Options, subject to such terms as the
   Committee, in its sole discretion, deems appropriate.

             Options which are vested as of the effective date of employment
   termination may be exercised by the Participant within the period
   beginning on the effective date of employment termination, and ending
   three (3) months after such date.

             If the employment of a Participant shall be terminated by the
   Company for Cause, all outstanding Options held by the Participant
   immediately shall be forfeited to the Company and no additional exercise
   period shall be allowed, regardless of the vested status of the Options.

             6.10 Nontransferability of Options.  No Option granted under the
   Plan may be sold, transferred, pledged, assigned, or otherwise alienated
   or hypothecated, other than by will or by the laws of descent and
   distribution. Further, all Options granted to a Participant under the Plan
   shall be exercisable during his or her lifetime only by such Participant,
   or, if permissible under applicable law, by such Participant's guardian or
   legal representative.

   Article 7.     Restricted Stock

             7.1  Grant of Restricted Stock.  Subject to the terms and
   provisions of the Plan, the Committee, at any time and from time to time,
   may grant Shares of Restricted Stock to eligible Employees in such amounts
   as the Committee shall determine.

             7.2  Restricted Stock Agreement.  Each Restricted Stock grant
   shall be evidenced by a Restricted Stock Agreement that shall specify the
   Period of Restriction, or Periods, the number of Restricted Stock Shares
   granted, and such other provisions as the Committee shall determine.

             7.3  Transferability.  Except as provided in this Article 7, the
   Shares of Restricted Stock granted herein may not be sold, transferred,
   pledged, assigned, or otherwise alienated or hypothecated until the end of
   the applicable Period of Restriction established by the Committee and
   specified in the Restricted Stock Agreement, or upon earlier satisfaction
   of any other conditions, as specified by the Committee in its sole
   discretion and set forth in the Restricted Stock Agreement. However, in no
   event may any Restricted Stock granted under the Plan become vested in a
   Participant prior to six (6) months following the date of its grant,
   except in case of death. All rights with respect to the Restricted Stock
   granted to a Participant under the Plan shall be available during his or
   her lifetime only to such Participant.

             7.4  Other Restrictions.  The Committee shall impose such other
   conditions and/or restrictions on any Shares of Restricted Stock granted
   pursuant to the Plan as it may deem advisable including, without
   limitation, a requirement that Participants pay a stipulated purchase
   price for each Share of Restricted Stock, restrictions based upon the
   achievement of specific performance goals (Company-wide, divisional,
   and/or individual), and/or restrictions under applicable Federal or state
   securities laws; and may legend the certificates representing Restricted
   Stock to give appropriate notice of such restrictions.

             7.5  Certificate Legend.  In addition to any legends placed on
   certificates pursuant to Section 7.4 herein, each certificate representing
   Shares of Restricted Stock granted pursuant to the Plan may bear the
   following legend:

             "The sale or other transfer of the Shares of stock
             represented by this certificate, whether voluntary,
             involuntary, or by operation of law, is subject to certain
             restrictions on transfer as set forth in the WPL Holdings,
             Inc. Equity Incentive Plan, and in a Restricted Stock
             Agreement. A copy of the Plan and such Restricted Stock
             Agreement may be obtained from WPL Holdings, Inc."

             The Company shall have the right to retain the certificates
   representing Shares of Restricted Stock in the Company's possession until
   such time as all conditions and/or restrictions applicable to such Shares
   have been satisfied.

             7.6  Removal of Restrictions.  Except as otherwise provided in
   this Article 7, Shares of Restricted Stock covered by each Restricted
   Stock grant made under the Plan shall become freely transferable by the
   Participant after the last day of the Period of Restriction. Once the
   Shares are released from the restrictions, the Participant shall be
   entitled to have the legend required by Section 7.5 removed from his or
   her Share certificate.

             7.7  Voting Rights.  During the Period of Restriction,
   Participants holding Shares of Restricted Stock granted hereunder may
   exercise full voting rights with respect to those Shares.

             7.8  Dividends and Other Distributions.  During the Period of
   Restriction, Participants holding Shares of Restricted Stock granted
   hereunder may be credited with all regular cash dividends paid with
   respect to all Shares while they are so held. Except as provided in the
   succeeding sentence, all other cash dividends and other distributions paid
   with respect to Shares of Restricted Stock may be credited to Participants
   subject to the same restrictions on transferability and forfeitability as
   the Shares of Restricted Stock with respect to which they were paid. If
   any such dividends or distributions are paid in Shares, the Shares shall
   be subject to the same restrictions on transferability and forfeitability
   as the Shares of Restricted Stock with respect to which they were paid.

             Subject to the succeeding paragraph, all dividends credited to a
   Participant shall be paid to the Participant within forty-five (45) days
   following the full vesting of the Shares of Restricted Stock with respect
   to which such dividends were earned.

             In the event that any dividend constitutes a "derivative
   security" or an "equity security" pursuant to Rule 16(a) under the
   Exchange Act, such dividend shall be subject to a vesting period equal to
   the longer of: (i) the remaining vesting period of the Shares of
   Restricted Stock with respect to which the dividend is paid; or (ii) six
   months. The Committee shall establish procedures for the application of
   this provision.

             7.9  Termination of Employment Due to Death, Disability, or
   Retirement.  In the event the employment of a Participant is terminated by
   reason of death, Disability, or Retirement, all outstanding Shares of
   Restricted Stock shall immediately vest one hundred percent (100%) as of
   the date of employment termination (in the case of Disability, the date
   employment terminates shall be deemed to be the date that the Committee
   designates as the date the definition of Disability has been satisfied).
   The holder of the certificates of Restricted Stock shall be entitled to
   have any nontransferability legends required under Sections 7.4 and 7.5 of
   this Plan removed from the Share certificates.

             7.10 Termination of Employment for Other Reasons.  If the
   employment of a Participant shall terminate for any reason other than
   those specifically set forth in Section 7.9 herein, during the applicable
   Period of Restriction, all Shares of Restricted Stock still subject to
   restriction as of the effective date of employment termination immediately
   shall be forfeited and returned to the Company; provided, however, that
   the Committee may waive in whole or in part any or all remaining
   restrictions with respect to such Shares, upon such terms as the
   Committee, in its sole discretion, deems appropriate.

   Article 8.     Performance Units and Performance Shares

             8.1  Grant of Performance Units/Shares.  Subject to the terms of
   the Plan, Performance Units and Performance Shares may be granted to
   eligible Employees at any time and from time to time, as shall be
   determined by the Committee. The Committee shall have complete discretion
   in determining the number of Performance Units and Performance Shares
   granted to each Participant; provided, however, that unless and until the
   Committee determines that a grant of Performance Units and/or Shares shall
   not be designed to qualify for the "performance-based" exemption under
   Code Section 162(m), the maximum payout to any Named Executive Officer
   with respect to Performance Units and/or Performance Shares granted in any
   one fiscal year of the Company shall be four hundred thousand dollars
   ($400,000).

             8.2 Value of Performance Units/Shares.  Each Performance Unit
   shall have an initial value that is established by the Committee at the
   time of grant. Each Performance Share shall have an initial value equal to
   the Fair Market Value of a Share on the date of grant. The Committee shall
   set performance goals in its discretion which, depending on the extent to
   which they are met, will determine the number and/or value of Performance
   Units/Shares that will be paid out to the Participants. The time period
   during which the performance goals must be met shall be called a
   "Performance Period." Performance Periods shall, in all cases, exceed six
   (6) months in length. Unless and until the Committee proposes for
   shareowner vote a change in the general performance measures, the
   attainment of which shall determine the number and/or value of Performance
   Units and/or Performance Shares granted under the Plan, the Company or
   Subsidiary performance measure to be used for purposes of grants to Named
   Executive Officers shall be chosen from among the following alternatives:

             (a)  Return on equity;

             (b)  Total shareowner return (share price appreciation plus
                  dividends);

             (c)  Net income;

             (d)  Earnings per share; and/or

             (e)  Cash flow.

             The Committee shall have sole discretion to alter the governing
   performance measures, subject to shareowner approval, to the extent
   required in order to comply with Section 162(m) of the Code and Rule 16b-3
   under the Exchange Act. Notwithstanding the foregoing, in the event the
   Committee determines it is advisable to grant Performance Units and/or
   Performance Shares which shall not qualify for the "performance-based"
   exemption under Code Section 162(m), the Committee may make such grants
   without satisfying the requirements of Code Section 162(m).

             8.3  Earning of Performance Units/Shares.  After the applicable
   Performance Period has ended, the holder of Performance Units/Shares shall
   be entitled to receive payout on the number and value of Performance
   Units/Shares earned by the Participant over the Performance Period, to be
   determined as a function of the extent to which the corresponding
   performance goals have been achieved.

             8.4  Form and Timing of Payment of Performance Units/Shares. 
   Payment of earned Performance Units/Shares shall be made in a single lump
   sum, within seventy-five (75) calendar days following the close of the
   applicable Performance Period. The Committee, in its sole discretion, may
   pay earned Performance Units/Shares in the form of cash or in Shares (or
   in a combination thereof), which have an aggregate Fair Market Value equal
   to the value of the earned Performance Units/Shares at the close of the
   applicable Performance Period. Such Shares may be granted subject to any
   restrictions deemed appropriate by the Committee.

             Participants shall be entitled to receive any dividends declared
   with respect to Shares which have been earned in connection with grants of
   Performance Units and/or Performance Shares which have been earned, but
   not yet distributed to Participants. (Such dividends shall be subject to
   the same accrual, forfeiture, and payout restrictions as apply to
   dividends earned with respect to Shares of Restricted Stock, as set forth
   in Section 7.8 herein.) In addition, Participants may, at the discretion
   of the Committee, be entitled to exercise their voting rights with respect
   to such Shares.

             8.5  Termination of Employment Due to Death, Disability,
   Retirement, or Involuntary Termination Without Cause.  In the event the
   employment of a Participant is terminated by reason of death, Disability,
   Retirement, or involuntary termination without Cause during a Performance
   Period, the Participant shall receive a prorated payout of the Performance
   Units/Shares. The prorated payout shall be determined by the Committee, in
   its sole discretion, and shall be based upon the length of time that the
   Participant held the Performance Units/Shares during the Performance
   Period, and shall further be adjusted based on the achievement of the
   preestablished performance goals.

             Payment of earned Performance Units/Shares shall be made at the
   same time payments are made to Participants who did not terminate
   employment during the applicable Performance Period.

             8.6  Termination of Employment for Other Reasons.  In the event
   that a Participant's employment terminates for any reason other than those
   reasons set forth in Section 8.5 herein, all Performance Units/Shares
   shall be forfeited by the Participant to the Company.

             8.7  Nontransferability.  Performance Units/Shares may not be
   sold, transferred, pledged, assigned, or otherwise alienated or
   hypothecated, other than by will or by the laws of descent and
   distribution. Further, a Participant's rights under the Plan shall be
   exercisable during the Participant's lifetime only by the Participant or
   the Participant's legal representative.

   Article 9.     Beneficiary Designation

             Each Participant under the Plan may, from time to time, name any
   beneficiary or beneficiaries (who may be named contingently or
   successively) to whom any benefit under the Plan is to be paid in case of
   his or her death before he or she receives any or all of such benefit.
   Each such designation shall revoke all prior designations by the same
   Participant, shall be in a form prescribed by the Company, and will be
   effective only when filed by the Participant in writing with the Company
   during the Participant's lifetime. In the absence of any such designation,
   benefits remaining unpaid at the Participant's death shall be paid to the
   Participant's estate. The spouse of a married Participant domiciled in a
   community property jurisdiction shall join in any designation of
   beneficiary or beneficiaries other than the spouse.

   Article 10.    Deferrals

             The Committee may permit a Participant to defer such
   Participant's receipt of the payment of cash or the delivery of Shares
   that would otherwise be due to such Participant by virtue of the exercise
   of an Option or the lapse or waiver of restrictions with respect to
   Restricted Stock, or the satisfaction of any requirements or goals with
   respect to Performance Units/Shares. If any such deferral election is
   required or permitted, the Committee shall, in its sole discretion,
   establish rules and procedures for such payment deferrals.

   Article 11.    Rights of Employees

             11.1 Employment.  Nothing in the Plan shall interfere with or
   limit in any way the right of the Company to terminate any Participant's
   employment at any time, nor confer upon any Participant any right to
   continue in the employ of the Company. For purposes of the Plan, transfer
   of employment of a Participant between the Company and any one of its
   Subsidiaries, or vice versa, (or between Subsidiaries) shall not be deemed
   a termination of employment.

             11.2 Participation.  No Employee shall have the right to be
   selected to receive an Award under this Plan, or, having been so selected,
   to be selected to receive a future Award.

   Article 12.    Change in Control

             Upon the occurrence of a Change in Control, unless otherwise
   specifically prohibited by the terms of Section 17 herein:

             (a)  Any and all Options granted hereunder shall become
                  immediately exercisable;

             (b)  Any Period of Restriction and restrictions imposed on
                  Restricted Shares shall lapse;

             (c)  The target payout opportunity attainable under all
                  outstanding Performance Units and Performance Shares shall
                  be deemed to have been fully earned for the entire
                  Performance Period(s) as of the effective date of the
                  Change in Control, and there shall be paid out in cash to
                  Participants within thirty (30) days following the
                  effective date of the Change in Control a pro rata portion
                  of such target payout opportunity based on the number of
                  complete and partial calendar months within the Performance
                  Period which had elapsed as of such effective date;
                  provided, however, that there shall not be an accelerated
                  payout with respect to Performance Units or Performance
                  Shares which were granted less than six (6) months prior to
                  the effective date of the Change in Control;

             (d)  Subject to Article 13 herein, the Committee shall have the
                  authority to make any modifications to the Awards as
                  determined by the Committee to be appropriate before the
                  effective date of the Change in Control.

   Article 13.    Amendment, Modification, and Termination

             13.1 Amendment, Modification, and Termination.  The Board may,
   at any time and from time to time, alter, amend, suspend or terminate the
   Plan in whole or in part; provided, that no amendment which requires
   shareowner approval in order for the Plan to continue to comply with Rule
   16b-3 under the Exchange Act, including any successor to such Rule, shall
   be effective unless such amendment shall be approved by the requisite vote
   of shareowners of the Company entitled to vote thereon.

             The Committee shall not have the authority to cancel outstanding
   Awards and issue substitute Awards in replacement thereof.

             13.2 Awards Previously Granted.  No termination, amendment, or
   modification of the Plan shall adversely affect in any material way any
   Award previously granted under the Plan, without the written consent of
   the Participant holding such Award.

   Article 14.    Withholding

             14.1 Tax Withholding.  The Company shall have the power and the
   right to deduct or withhold, or require a Participant to remit to the
   Company, an amount sufficient to satisfy Federal, state, and local taxes
   (including the Participant's FICA obligation) required by law to be
   withheld with respect to any taxable event arising or as a result of any
   Awards to Participants under this Plan.

             14.2 Share Withholding.  With respect to withholding required
   upon the exercise of Options, upon the lapse of restrictions on Restricted
   Stock, or upon any other taxable event arising as a result of Awards
   granted hereunder, Participants may elect, subject to the approval of the
   Committee, to satisfy the withholding requirement, in whole or in part, by
   having the Company withhold Shares having a Fair Market Value on the date
   the tax is to be determined equal to the minimum statutory total tax which
   could be imposed on the transaction. The Committee may establish such
   procedures as it deems appropriate for the settling of withholding
   obligations with Shares, including, without limitation, the establishment
   of such procedures as may be necessary to comply with the requirements of
   Rule 16b-3, unless otherwise determined by the Committee.

             (a)  Awards Having Exercise Timing Within Participants'
                  Discretion. The Insider must either:

                  (i)  Deliver written notice of the stock withholding
                       election to the Committee at least six (6) months
                       prior to the date specified by the Insider on which
                       the exercise of the Award is to occur; or

                  (ii) Make the stock withholding election in connection with
                       an exercise of an Award which occurs during a Window
                       Period.

             (b)  Awards Having a Fixed Exercise/Payout Schedule Which is
   Outside Insider's Control. The Insider must either:

                  (i)  Deliver written notice of the stock withholding
                       election to the Committee at least six (6) months
                       prior to the date on which the taxable event (e.g.,
                       exercise or payout) relating to the Award is scheduled
                       to occur; or

                  (ii) Make the stock withholding election during a Window
                       Period which occurs prior to the scheduled taxable
                       event relating to the Award (for this purpose, an
                       election may be made prior to such a Window Period,
                       provided that it becomes effective during a Window
                       Period occurring prior to the applicable taxable
                       event).

   Article 15.    Indemnification

             Each person who is or shall have been a member of the Committee,
   or of the Board, shall be indemnified and held harmless by the Company
   against and from any loss, cost, liability, or expense that may be imposed
   upon or reasonably incurred by him or her in connection with or resulting
   from any claim, action, suit, or proceeding to which he or she may be a
   party or in which he or she may be involved by reason of any action taken
   or failure to act under the Plan and against and from any and all amounts
   paid by him or her in settlement thereof, with the Company's approval, or
   paid by him or her in satisfaction of any judgment in any such action,
   suit, or proceeding against him or her, provided he or she shall give the
   Company an opportunity, at its own expense, to handle and defend the same
   before he or she undertakes to handle and defend it on his or her own
   behalf.

             The foregoing right of indemnification shall not be exclusive of
   any other rights of indemnification to which such persons may be entitled
   under the Company's Articles of Incorporation or Bylaws, as a matter of
   law, or otherwise, or any power that the Company may have to indemnify
   them or hold them harmless.

   Article 16.    Successors

             All obligations of the Company under the Plan, with respect to
   Awards granted hereunder, shall be binding on any successor to the
   Company, whether the existence of such successor is the result of a direct
   or indirect purchase, merger, consolidation, or otherwise, of all or
   substantially all of the business and/or assets of the Company.

   Article 17.    Restrictions on Share Transferability

             In addition to any restrictions imposed pursuant to the Plan,
   all certificates for Shares delivered under the Plan pursuant to any Award
   or the exercise thereof shall be subject to such stop transfer orders and
   other restrictions as the Committee may deem advisable under the Plan or
   the rules, regulations, and other requirements of the Securities and
   Exchange Commission, any stock exchange or market upon which such Shares
   are then listed or traded, any applicable Federal or state securities
   laws, and the Committee may cause a legend or legends to be put on any
   such certificates to make appropriate reference to such restrictions.

   Article 18.    Legal Construction

             18.1 Gender and Number.  Except where otherwise indicated by the
   context, any masculine term used herein also shall include the feminine;
   the plural shall include the singular and the singular shall include the
   plural.

             18.2 Severability.  In the event any provision of the Plan shall
   be held illegal or invalid for any reason, the illegality or invalidity
   shall not affect the remaining parts of the Plan, and the Plan shall be
   construed and enforced as if the illegal or invalid provision had not been
   included.

             18.3 Requirements of Law.  The granting of Awards and the
   issuance of Shares under the Plan shall be subject to all applicable laws,
   rules, and regulations, and to such approvals by any governmental agencies
   or national securities exchanges as may be required.

             Notwithstanding any other provision set forth in the Plan, if
   required to comply with the then-current rules promulgated under Section
   16 of the Exchange Act, any "equity security" offered pursuant to the Plan
   to any Insider may not be sold or transferred for at least six (6) months
   after the date of grant, except in the case of death. The terms "equity
   security" and "derivative security" shall have the meanings ascribed to
   them in the then-current Rule 16(a) under the Exchange Act.

             18.4 Securities Law Compliance.  With respect to Insiders,
   transactions under this Plan are intended to comply with all applicable
   conditions or Rule 16b-3 or its successors under the 1934 Act. To the
   extent any provision of the Plan or action by the Committee fails to so
   comply, it shall be deemed null and void, to the extent permitted by law
   and deemed advisable by the Committee.

             18.5 Governing Law.  To the extent not preempted by Federal law,
   the Plan, and all agreements hereunder, shall be construed in accordance
   with and governed by the laws of the State of Wisconsin.



                KEY EXECUTIVE EMPLOYMENT AND SEVERANCE AGREEMENT


             THIS AGREEMENT, made and entered into as of the 25th day of
   June, 1994, by and between WPL Holdings, Inc., a Wisconsin corporation
   (hereinafter referred to as the "Company"), and Erroll B. Davis, Jr.
   (hereinafter referred to as "Executive").

                               W I T N E S S E T H

             WHEREAS, the Executive is employed by the Company and/or a
   subsidiary of the Company (the "Employer") in a key executive capacity and
   the Executive's services are valuable to the conduct of the business of
   the Company;

             WHEREAS, the Executive possesses intimate knowledge of the
   business and affairs of the Company and has acquired certain confidential
   information and data with respect to the Company;

             WHEREAS, the Company desires to insure, insofar as possible,
   that it will continue to have the benefit of the Executive's services and
   to protect its confidential information and goodwill;

             WHEREAS, the Company recognizes that circumstances may arise in
   which a change in control of the Company occurs, through acquisition or
   otherwise, thereby causing uncertainty about the Executive's future
   employment with the Employer without regard to the Executive's competence
   or past contributions which uncertainty may result in the loss of valuable
   services of the Executive to the detriment of the Company and its
   shareholders, and the Company and the Executive wish to provide reasonable
   security to the Executive against changes in the Executive's relationship
   with the Company in the event of any such change in control;

             WHEREAS, the Company and the Executive are desirous that any
   proposal for a change in control or acquisition of the Company will be
   considered by the Executive objectively and with reference only to the
   best interests of the Company and its shareholders; and

             WHEREAS, the Executive will be in a better position to consider
   the Company's best interests if the Executive is afforded reasonable
   security, as provided in this Agreement, against altered conditions of
   employment which could result from any such change in control or
   acquisition.

             NOW, THEREFORE, in consideration of the foregoing and of the
   mutual covenants and agreements hereinafter set forth, the parties hereto
   mutually covenant and agree as follows:

             1.   Definitions.

             (a)  Act.  For purposes of this Agreement, the term "Act" means
   the Securities Exchange Act of 1934, as amended.

             (b)  Affiliate and Associate.  For purposes of this Agreement,
   the terms "Affiliate" and "Associate" shall have the respective meanings
   ascribed to such terms in Rule l2b-2 of the General Rules and Regulations
   of the Act.

             (c)  Beneficial Owner.  For purposes of this Agreement, a Person
   shall be deemed to be the "Beneficial Owner" of any securities:

             (i)  which such Person or any of such Person's Affiliates
        or Associates has the right to acquire (whether such right is
        exercisable immediately or only after the passage of time)
        pursuant to any agreement, arrangement or understanding, or upon
        the exercise of conversion rights, exchange rights, rights,
        warrants or options, or otherwise; provided, however, that a
        Person shall not be deemed the Beneficial Owner of, or to
        beneficially own, (A) securities tendered pursuant to a tender
        or exchange offer made by or on behalf of such Person or any of
        such Person's Affiliates or Associates until such tendered
        securities are accepted for purchase, or (B) securities issuable
        upon exercise of Rights issued pursuant to the terms of the
        Company's Rights Agreement with Morgan Shareholder Services
        Trust Company, dated as of February 22, 1989, as amended from
        time to time (or any successor to such Rights Agreement), at any
        time before the issuance of such securities;

             (ii) which such Person or any of such Person's Affiliates
        or Associates, directly or indirectly, has the right to vote or
        dispose of or has "beneficial ownership" of (as determined
        pursuant to Rule l3d-3 of the General Rules and Regulations
        under the Act), including pursuant to any agreement, arrangement
        or understanding; provided, however, that a Person shall not be
        deemed the Beneficial Owner of, or to beneficially own, any
        security under this subparagraph (ii) as a result of an
        agreement, arrangement or understanding to vote such security if
        the agreement, arrangement or understanding: (A) arises solely
        from a revocable proxy or consent given to such Person in
        response to a public proxy or consent solicitation made pursuant
        to, and in accordance with, the applicable rules and regulations
        under the Act and (B) is not also then reportable on a Schedule
        l3D under the Act (or any comparable or successor report); or

             (iii) which are beneficially owned, directly or indirectly,
        by any other Person with which such Person or any of such
        Person's Affiliates or Associates has any agreement, arrangement
        or understanding for the purpose of acquiring, holding, voting
        (except pursuant to a revocable proxy as described in Subsection
        1(c) (ii) above) or disposing of any voting securities of the
        Company.

             (d)  Cause.  "Cause" for termination by the Company of the
   Executive's employment in connection with a Change of Control of the
   Company shall, for purposes of this Agreement, be limited to (i) the
   engaging by the Executive in intentional conduct not taken in good faith
   which has caused demonstrable and serious financial injury to the Company,
   as evidenced by a determination in a binding and final judgment, order or
   decree of a court or administrative agency of competent jurisdiction, in
   effect after exhaustion or lapse of all rights of appeal, in an action,
   suit or proceeding, whether civil, criminal, administrative or
   investigative; (ii) conviction of a felony (as evidenced by binding and
   final judgment, order or decree of a court of competent jurisdiction, in
   effect after exhaustion of all rights of appeal) which substantially
   impairs the Executive's ability to perform his duties or responsibilities;
   and (iii) continuing willful and unreasonable refusal by the Executive to
   perform the Executive's duties or responsibilities (unless significantly
   changed without the Executive's consent).

             (e)  Change in Control of the Company.  For purposes of this
   Agreement, a "Change in Control of the Company" shall mean a change in
   control of a nature that would be required to be reported in response to
   Item 6(e) of Schedule 14A of Regulation 14A promulgated under the Act. 
   Without limiting the inclusiveness of the definition in the preceding
   sentence, a Change in Control of the Company shall be deemed to have
   occurred if:

             (i) any Person (other than any employee benefit plan of the
        Company or of any subsidiary of the Company, any Person
        organized, appointed or established pursuant to the terms of any
        such benefit plan or any trustee, administrator or fiduciary of
        such a plan) is or becomes the Beneficial Owner of securities of
        the Company representing at least 30% of the combined voting
        power of the Company's then outstanding securities,

             (ii) one-half or more of the members of the Board are not
        Continuing Directors;

             (iii)   there shall be consummated (x) any merger of the
        Company or share exchange involving the Company in which the
        Company is not the continuing or surviving corporation or
        pursuant to which shares of the Company's Common Stock would be
        converted into cash, securities or other property, other than a
        merger of the Company in which each of the holders of the
        Company's Common Stock immediately prior to the merger have the
        same proportionate ownership of common stock of the surviving
        corporation immediately after the merger, or (y) any sale,
        lease, exchange or other transfer (in one transaction or a
        series of related transactions) of all, or substantially all, of
        the assets of the Company, or

             (iv) the shareholders of the Company approve any plan or
        proposal for the liquidation or dissolution of the Company.

             (f)  Code.  For purposes of this Agreement, the term "Code"
   means the Internal Revenue Code of 1986, including any amendments thereto
   or successor tax codes thereof.

             (g)  Continuing Director.  For purposes of this Agreement, the
   term "Continuing Director" means any member of the Board of Directors of
   the Company who was a member of such Board on February 1, 1994, and any
   successor of a Continuing Director who is recommended to succeed a
   Continuing Director by a majority of the Continuing Directors then on such
   Board.

             (h)  Covered Termination.  Subject to Section 2(b) hereof, for
   purposes of this Agreement, the term "Covered Termination" means any
   termination of the Executive's employment where the Termination Date is
   any date prior to the end of the Employment Period.

             (i)  Employment Period.  For purposes of this Agreement, the
   term "Employment Period" means a period commencing on the date of a Change
   in Control of the Company, and ending at 11:59 p.m. Central Time on the
   earlier of the fifth anniversary of such date or the Executive's Normal
   Retirement Date.

             (j)  Good Reason.  For purposes of this Agreement, the Executive
   shall have a "Good Reason" for termination of employment in connection
   with a Change in Control of the Company in the event of:

             (i) any breach of this Agreement by the Company, including
        specifically any breach by the Company of its agreements
        contained in Sections 4, 5 or 6 hereof;

             (ii) the removal of the Executive from, or any failure to
        reelect or reappoint the Executive to, any of the positions held
        with the Company or the Employer on the date of the Change in
        Control of the Company or any other positions with the Company
        or the Employer to which the Executive shall thereafter be
        elected, appointed or assigned, except in the event that such
        removal or failure to reelect or reappoint relates to the
        termination by the Company of the Executive's employment for
        Cause or by reason of disability pursuant to Section 12 hereof;

             (iii) a good faith determination by the Executive that
        there has been a significant adverse change, without the
        Executive's written consent, in the Executive's working
        conditions or status with the Company or the Employer from such
        working conditions or status in effect immediately prior to the
        Change in Control of the Company, including but not limited to
        (A) a significant change in the nature or scope of the
        Executive's authority, powers, functions, duties or
        responsibilities, or (B) a significant reduction in the level of
        support services, staff, secretarial and other assistance,
        office space and accoutrements; or

             (iv) failure by the Company to obtain the Agreement
        referred to in Section 17(a) hereof as provided therein; or

             (v)  any voluntary termination of employment by the
        Executive where the Notice of Termination is delivered during
        the 30 days following the first anniversary of the Change in
        Control of the Company.

             (k)  Normal Retirement Date.  For purposes of this Agreement,
   the term "Normal Retirement Date" means "Normal Retirement Date" as
   defined in the Wisconsin Power and Light Company Retirement Plan, or any
   successor plan, as in effect on the date of the Change in Control of the
   Company.

             (l)  Person.  For purposes of this Agreement, the term "Person"
   shall mean any individual, firm, partnership, corporation or other entity,
   including any successor (by merger or otherwise) of such entity, or a
   group of any of the foregoing acting in concert.

             (m)  Termination Date.  For purposes of this Agreement, except
   as otherwise provided in Section 10(b) and Section 17(a) hereof, the term
   "Termination Date" means (i) if the Executive's employment is terminated
   by the Executive's death, the date of death; (ii) if the Executive's
   employment is terminated by reason of voluntary early retirement, as
   agreed in writing by the Company and the Executive, the date of such early
   retirement which is set forth in such written agreement; (iii) if the
   Executive's employment is terminated for purposes of this Agreement by
   reason of disability pursuant to Section 12 hereof, the earlier of thirty
   days after the Notice of Termination is given or one day prior to the end
   of the Employment Period; (iv) if the Executive's employment is terminated
   by the Executive voluntarily (other than for Good Reason), the date the
   Notice of Termination is given; and (v) if the Executive's employment is
   terminated by the Company (other than by reason of disability pursuant to
   Section 12 hereof) or by the Executive for Good Reason, the earlier of
   thirty days after the Notice of Termination is given or one day prior to
   the end of the Employment Period. Notwithstanding the foregoing,

             (A)  If termination is for Cause pursuant to Section 1(d)(iii)
   of this Agreement and if the Executive has cured the conduct constituting
   such Cause as described by the Company in its Notice of Termination within
   such thirty day or shorter period, then the Executive's employment
   hereunder shall continue as if the Company had not delivered its Notice of
   Termination.

             (B)  If the Executive shall in good faith give a Notice of
   Termination for Good Reason and the Company notifies the Executive that a
   dispute exists concerning the termination within the fifteen day period
   following receipt thereof, then the Executive may elect to continue his
   employment during such dispute and the Termination Date shall be
   determined under this paragraph.  If the Executive so elects and it is
   thereafter determined that Good Reason did exist, the Termination Date
   shall be the earliest of (l) the date on which the dispute is finally
   determined, either (x) by mutual written agreement of the parties or (y)
   in accordance with Section 22 hereof, (2) the date of the Executive's
   death or (3) one day prior to the end of the Employment Period.  If the
   Executive so elects and it is thereafter determined that Good Reason did
   not exist, then the employment of the Executive hereunder shall continue
   after such determination as if the Executive had not delivered the Notice
   of Termination asserting Good Reason and there shall be no Termination
   Date arising out of such Notice.  In either case, this Agreement
   continues, until the Termination Date, if any, as if the Executive had not
   delivered the Notice of Termination except that, if it is finally
   determined that Good Reason did exist, the Executive shall in no case be
   denied the benefits described in Sections 8(b) and 9 hereof (including a
   Termination Payment) based on events occurring after the Executive
   delivered his Notice of Termination.

             (C)  If an opinion is required to be delivered pursuant to
   Section 9(b)(ii) hereof and such opinion shall not have been delivered,
   the Termination Date shall be the earlier of the date on which such
   opinion is delivered or one day prior to the end of the Employment Period.

             (D)  Except as provided in Paragraph (B) above, if the party
   receiving the Notice of Termination notifies the other party that a
   dispute exists concerning the termination within the appropriate period
   following receipt thereof and it is finally determined that the reason
   asserted in such Notice of Termination did not exist, then (1) if such
   Notice was delivered by the Executive, the Executive will be deemed to
   have voluntarily terminated his employment and the Termination Date shall
   be the earlier of the date fifteen days after the Notice of Termination is
   given or one day prior to the end of the Employment Period and (2) if
   delivered by the Company, the Company will be deemed to have terminated
   the Executive other than by reason of death, disability or Cause.

             2.   Termination or Cancellation Prior to Change in Control.

             (a)  Subject to Subsection 2(b) hereof, the Company (and the
   Employer) and the Executive shall each retain the right to terminate the
   employment of the Executive at any time prior to a Change in Control of
   the Company.  Subject to Subsection 2(b) hereof, in the event the
   Executive's employment is terminated prior to a Change in Control of the
   Company, this Agreement shall be terminated and cancelled and of no
   further force and effect, and any and all rights and obligations of the
   parties hereunder shall cease.

             (b)  Anything in this Agreement to the contrary notwithstanding,
   if a Change in Control of the Company occurs and if the Executive's
   employment with the Company or a subsidiary of the Company is terminated
   (other than a termination due to the Executive's death or as a result of
   the Executive's disability) during the period of 180 days prior to the
   date on which the Change in Control of the Company occurs, and if it is
   reasonably demonstrated by the Executive that such termination of
   employment (i) was at the request of a third party who has taken steps
   reasonably calculated to effect a Change in Control of the Company or (ii)
   otherwise arose in connection with or in anticipation of a Change in
   Control of the Company, then for all purposes of this Agreement such
   termination of employment shall be deemed a "Covered Termination."

             3.   Employment Period.  If a Change in Control of the Company
   occurs when the Executive is employed by the Company or a subsidiary of
   the Company, the Company will, or will cause the Employer to, continue
   thereafter to employ the Executive during the Employment Period, and the
   Executive will remain in the employ of the Employer in accordance with and
   subject to the terms and provisions of this Agreement.  Any termination of
   the Executive's employment during the Employment Period, whether by the
   Company or the Employer, shall be deemed a termination by the Company for
   purposes of this Agreement.

             4.   Duties.  During the Employment Period, the Executive shall,
   in the same capacities and positions held by the Executive at the time of
   the Change in Control of the Company or in such other capacities and
   positions as may be agreed to by the Company and the Executive in writing,
   devote the Executive's best efforts and all of the Executive's business
   time, attention and skill to the business and affairs of the Employer, as
   such business and affairs now exist and as they may hereafter be
   conducted.  The services which are to be performed by the Executive
   hereunder are to be rendered in the same metropolitan area in which the
   Executive was employed at the time of such Change in Control of the
   Company, or in such other place or places as shall be mutually agreed upon
   in writing by the Executive and the Company from time to time.  Without
   the Executive's consent the Executive shall not be required to be absent
   from such metropolitan area more than 45 days in any fiscal year of the
   Company.

             5.   Compensation.  During the Employment Period, the Executive
   shall be compensated as follows:

             (a)  The Executive shall receive, at reasonable intervals (but
   not less often than monthly) and in accordance with such standard policies
   as may be in effect immediately prior to the Change in Control of the
   Company, an annual base salary in cash equivalent of not less than the
   Executive's annual base salary as in effect immediately prior to the
   Change in Control of the Company (which base salary shall, unless
   otherwise agreed in writing by the Executive, include the current receipt
   by the Executive of any amounts which, prior to the Change in Control of
   the Company, the Executive had elected to defer, whether such compensation
   is deferred under Section 401(k) of the Code or otherwise), subject to
   adjustment as hereinafter provided.

             (b)  The Executive shall receive fringe benefits at least equal
   in value to those provided for the Executive immediately prior to the
   Change in Control of the Company, and shall be reimbursed, at such
   intervals and in accordance with such standard policies as may be in
   effect immediately prior to the Change in Control of the Company, for any
   and all monies advanced in connection with the Executive's employment for
   reasonable and necessary expenses incurred by the Executive on behalf of
   the Company, including travel expenses.

             (c)  The Executive shall be included, to the extent eligible
   thereunder (which eligibility shall not be conditioned on the Executive's
   salary grade or on any other requirement which excludes persons of
   comparable status to the Executive unless such exclusion was in effect for
   such plan or an equivalent plan immediately prior to the Change in Control
   of the Company), in any and all plans providing benefits for the
   Employer's salaried employees in general, including but not limited to
   group life insurance, hospitalization, medical, dental, profit sharing and
   stock bonus plans; provided, that, in no event shall the aggregate level
   of benefits under such plans in which the Executive is included be less
   than the aggregate level of benefits under plans of the Company of the
   type referred to in this Section 5(c) in which the Executive was
   participating immediately prior to the Change in Control of the Company.

             (d)  The Executive shall annually be entitled to not less than
   the amount of paid vacation and not fewer than the number of paid holidays
   to which the Executive was entitled annually immediately prior to the
   Change in Control of the Company or such greater amount of paid vacation
   and number of paid holidays as may be made available annually to other
   executives of the Company of comparable status and position to the
   Executive.

             (e)  The Executive shall be included in all plans providing
   additional benefits to executives of the Company of comparable status and
   position to the Executive, including but not limited to deferred
   compensation, split-dollar life insurance, supplemental retirement, stock
   option, stock appreciation, stock bonus and similar or comparable plans;
   provided, that, in no event shall the aggregate level of benefits under
   such plans be less than the aggregate level of benefits under plans of the
   Company of the type referred to in this Section 5(e) in which the
   Executive was participating immediately prior to the Change in Control of
   the Company; and provided, further, that the Company's obligation to
   include the Executive in bonus or incentive compensation plans shall be
   determined by Subsection 5(f) hereof.

             (f)  To assure that the Executive will have an opportunity to
   earn incentive compensation after a Change in Control of the Company, the
   Executive shall be included in a bonus plan of the Company which shall
   satisfy the standards described below (such plan, the "Bonus Plan"). 
   Bonuses under the Bonus Plan shall be payable with respect to achieving
   such financial or other goals reasonably related to the business of the
   Company and the Employer as the Company shall establish (the "Goals"), all
   of which Goals shall be attainable, prior to the end of the Employment
   Period, with approximately the same degree of probability as the goals
   under the Company's bonus plan or plans as in effect immediately prior to
   the Change in Control of the Company (whether one or more, the "Company
   Bonus Plan") and in view of the Company's existing and projected financial
   and business circumstances applicable at the time.  The amount of the
   bonus (the "Bonus Amount") that the Executive is eligible to earn under
   the Bonus Plan shall be no less than the amount of the Executive's maximum
   award provided in such Company Bonus Plan (such bonus amount herein
   referred to as the "Targeted Bonus"), and in the event the Goals are not
   achieved such that the entire Targeted Bonus is not payable, the Bonus
   Plan shall provide for a payment of a Bonus Amount equal to a portion of
   the Targeted Bonus reasonably related to that portion of the Goals which
   were achieved.  Payment of the Bonus Amount shall not be affected by any
   circumstance occurring subsequent to the end of the Employment Period,
   including termination of the Executive's employment.

             6.   Annual Compensation Adjustments.  During the Employment
   Period, the Board of Directors of the Company (or an appropriate committee
   thereof) will consider and appraise, at least annually, the contributions
   of the Executive to the Company, and in accordance with the Company's
   practice prior to the Change in Control of the Company, due consideration
   shall be given to the upward adjustment of the Executive's base
   compensation rate, at least annually, (i) commensurate with increases
   generally given to other executives of the Company of comparable status
   and position to the Executive, and (ii) as the scope of the Company's
   operations or the Executive's duties expand.

             7.   Termination For Cause or Without Good Reason.  If there is
   a Covered Termination for Cause or due to the Executive's voluntarily
   terminating his employment other than for Good Reason (any such
   terminations to be subject to the procedures set forth in Section 13
   hereof), then the Executive shall be entitled to receive only Accrued
   Benefits pursuant to Section 9(a) hereof.

             8.   Termination Giving Rise to a Termination Payment.  (a) If
   there is a Covered Termination by the Executive for Good Reason, or by the
   Company other than by reason of (i) death, (ii) disability pursuant to
   Section 12 hereof, or (iii) Cause (any such terminations to be subject to
   the procedures set forth in Section 13 hereof), then the Executive shall
   be entitled to receive, and the Company shall promptly pay, Accrued
   Benefits and, in lieu of further base salary for periods following the
   Termination Date, as liquidated damages and additional severance pay and
   in consideration of the covenant of the Executive set forth in Section
   14(a) hereof, the Termination Payment pursuant to Section 9(b) hereof.

             (b)  If there is a Covered Termination and the Executive is
   entitled to Accrued Benefits and the Termination Payment, then the
   Executive shall be entitled to the following additional benefits:

             (i)  The Executive shall receive, at the expense of the
        Company, outplacement services, on an individualized basis at a
        level of service commensurate with the Executive's status with
        the Company immediately prior to the Change in Control of the
        Company (or, if higher, immediately prior to the termination of
        the Executive's employment), provided by a nationally recognized
        executive placement firm selected by the Company; provided that
        the cost to the Company of such services shall not exceed 15% of
        the Executive's annual base salary in effect immediately prior
        to the Change in Control of the Company.

             (ii) Until the earlier of the end of the Employment Period
        or such time as the Executive has obtained new employment and is
        covered by benefits which in the aggregate are at least equal in
        value to the following benefits, the Executive shall continue to
        be covered, at the expense of the Company, by the same or
        equivalent life insurance, hospitalization, medical and dental
        coverage as was required hereunder with respect to the Executive
        immediately prior to the date the Notice of Termination is
        given.

             9.   Payments Upon Termination.

             (a)  Accrued Benefits.  For purposes of this Agreement, the
   Executive's "Accrued Benefits" shall include the following amounts,
   payable as described herein: (i) all base salary for the time period
   ending with the Termination Date; (ii) reimbursement for any and all
   monies advanced in connection with the Executive's employment for
   reasonable and necessary expenses incurred by the Executive on behalf of
   the Company for the time period ending with the Termination Date; (iii)
   any and all other cash earned through the Termination Date and deferred at
   the election of the Executive or pursuant to any deferred compensation
   plan then in effect; (iv) a lump sum payment of the bonus or incentive
   compensation otherwise payable to the Executive with respect to the year
   in which termination occurs under all bonus or incentive compensation plan
   or plans in which the Executive is a participant; and (v) all other
   payments and benefits to which the Executive (or in the event of the
   Executive's death, the Executive's surviving spouse or other beneficiary)
   may be entitled as compensatory fringe benefits or under the terms of any
   benefit plan of the Company, excluding severance payments under any
   Company severance policy, practice or agreement in effect immediately
   prior to the Change in Control of the Company.  Payment of Accrued
   Benefits shall be made promptly in accordance with the Company's
   prevailing practice with respect to Subsections (i) and (ii) or, with
   respect to Subsections (iii), (iv) and (v), pursuant to the terms of the
   benefit plan or practice establishing such benefits.

             (b)  Termination Payment.

             (i)  Subject to the limits set forth in Subsection 9(b)(ii)
   hereof, the Termination Payment shall be an amount equal to (A) the
   Executive's annual base salary, as in effect immediately prior to the
   Change in Control of the Company, as adjusted upward, from time to time,
   pursuant to Section 6 hereof, plus (B) the amount of the average annual
   bonus award (determined on an annualized basis for any bonus award paid
   for a period of less than one year and excluding any year for which the
   Executive did not participate in any bonus plan) paid to the Executive
   with respect to the three complete fiscal years preceding the Termination
   Date (the aggregate amount set forth in (A) and (B) hereof shall hereafter
   be referred to as "Annual Cash Compensation"), times (C) the lesser of (1)
   three and (2) the number of years or fractional portion thereof remaining
   in the Employment Period determined as of the Termination Date; provided,
   however, that such amount shall not be less than the greater of (i) the
   amount of the Executive's Annual Cash Compensation or (ii) the severance
   benefits to which the Executive would have been entitled under the
   Company's severance policies and practices in effect immediately prior to
   the Change in Control of the Company.  The Termination Payment shall be
   paid to the Executive in cash equivalent ten business days after the
   Termination Date.  Such lump sum payment shall not be reduced by any
   present value or similar factor, and the Executive shall not be required
   to mitigate the amount of the Termination Payment by securing other
   employment or otherwise, nor will such Termination Payment be reduced by
   reason of the Executive securing other employment or for any other reason. 
   The Termination Payment shall be in lieu of, and acceptance by the
   Executive of the Termination Payment shall constitute the Executive's
   release of any rights of Executive to, any other severance payments under
   any Company severance policy, practice or agreement.  The Company shall
   bear up to $10,000 in the aggregate of fees and expenses of consultants
   and/or legal or accounting advisors engaged by the Executive to advise the
   Executive as to matters relating to the computation of benefits due and
   payable under this Subsection 9(b).

        (ii) Notwithstanding any other provision of this Agreement, if any
   portion of the Termination Payment or any other payment under this
   Agreement, or under any other agreement with or plan of the Company (in
   the aggregate, "Total Payments"), would constitute an "excess parachute
   payment," then the Total Payments to be made to the Executive shall be
   reduced such that the value of the aggregate Total Payments that the
   Executive is entitled to receive shall be One Dollar ($1) less than the
   maximum amount which the Executive may receive without becoming subject to
   the tax imposed by Section 4999 of the Code (or any successor provision)
   or which the Company may pay without loss of deduction under Section
   280G(a) of the Code (or any successor provision).  For purposes of this
   Agreement, the terms "excess parachute payment" and "parachute payments"
   shall have the meanings assigned to them in Section 280G of the Code (or
   any successor provision), and such "parachute payments" shall be valued as
   provided therein.  Present value for purposes of this Agreement shall be
   calculated in accordance with Section 1274(b) (2) of the Code (or any
   successor provision).  Within forty days following delivery of the Notice
   of Termination or notice by the Company to the Executive of its belief
   that there is a payment or benefit due the Executive which will result in
   an excess parachute payment as defined in Section 280G of the Code (or any
   successor provision), the Executive and the Company, at the Company's
   expense, shall obtain the opinion (which need not be unqualified) of
   nationally recognized tax counsel selected by the Company's independent
   auditors and acceptable to the Executive in his sole discretion (which may
   be regular outside counsel to the Company), which opinion sets forth (A)
   the amount of the Base Period Income, (B) the amount and present value of
   Total Payments and (C) the amount and present value of any excess
   parachute payments determined without regard to the limitations of this
   Subsection 9(b)(ii). As used in this Subsection 9(b)(ii), the term "Base
   Period Income" means an amount equal to the Executive's "annualized
   includible compensation for the base period" as defined in Section
   280G(d)(l) of the Code (or any successor provision).  For purposes of such
   opinion, the value of any noncash benefits or any deferred payment or
   benefit shall be determined by the Company's independent auditors in
   accordance with the principles of Sections 280G(d)(3) and (4) of the Code
   (or any successor provisions), which determination shall be evidenced in a
   certificate of such auditors addressed to the Company and the Executive. 
   Such opinion shall be dated as of the Termination Date and addressed to
   the Company and the Executive and shall be binding upon the Company and
   the Executive.  If such opinion determines that there would be an excess
   parachute payment, the Termination Payment hereunder or any other payment
   or benefit determined by such counsel to be includible in Total Payments
   shall be reduced or eliminated as specified by the Executive in writing
   delivered to the Company within thirty days of his receipt of such opinion
   or, if the Executive fails to so notify the Company, then as the Company
   shall reasonably determine, so that under the bases of calculations set
   forth in such opinion there will be no excess parachute payment.  If such
   legal counsel so requests in connection with the opinion required by this
   Section, the Executive and the Company shall obtain, at the Company's
   expense, and the legal counsel may rely on in providing the opinion, the
   advice of a firm of recognized executive compensation consultants as to
   the reasonableness of any item of compensation to be received by the
   Executive.  If the provisions of Sections 280G and 4999 of the Code (or
   any successor provisions) are repealed without succession, then this
   Section 9(b) (ii) shall be of no further force or effect.

        (iii) (A) If, notwithstanding the provisions of Subsection (ii) of
   this Section 9(b), but subject to paragraph (B), it is ultimately
   determined by a court or pursuant to a final determination by the Internal
   Revenue Service that any portion of Total Payments is subject to the tax
   (the "Excise Tax") imposed by Section 4999 of the Code (or any successor
   provision), the Company shall pay to the Executive an additional amount
   (the "Gross-Up Payment") such that the net amount retained by the
   Executive after deduction of any Excise Tax and any interest charges or
   penalties in respect of the imposition of such Excise Tax (but not any
   federal, state or local income tax) on the Total Payments, and any
   federal, state and local income tax and Excise Tax upon the payment
   provided for by this Subsection (iii), shall be equal to the Total
   Payments.  For purposes of determining the amount of the Gross-Up Payment,
   the Executive shall be deemed to pay federal income taxes at the highest
   marginal rate of federal income taxation in the calendar year in which the
   Gross-Up Payment is to be made and state and local income taxes at the
   highest marginal rates of taxation in the state and locality of the
   Executive's domicile for income tax purposes on the date the Gross-Up
   Payment is made, net of the maximum reduction in federal income taxes
   which could be obtained from deduction of such state and local taxes.

             (B)  If legislation is enacted that would require the Company's
   shareholders to approve this Agreement, prior to a Change in Control of
   the Company, due solely to the provision contained in paragraph (A) of
   this Subsection 9(b)(iii), then

             (1)  from and after such time as shareholder approval would
        be required, until shareholder approval is obtained as required
        by such legislation, paragraph (A) shall be of no force and
        effect;

             (2)  the Company and the Executive shall use their best
        efforts to consider and agree in writing upon an amendment to
        this Subsection 9(b) (iii) such that, as amended, this
        Subsection would provide the Executive with the benefits
        intended to be afforded to the Executive by paragraph (A)
        without requiring shareholder approval; and

             (3)  at the reasonable request of the Executive, the
        Company shall seek shareholder approval of this Agreement at the
        next annual meeting of shareholders of the Company.

             10.  Death.  (a) Except as provided in Section 10(b) hereof, in
   the event of a Covered Termination due to the Executive's death, the
   Executive's estate, heirs and beneficiaries shall receive all the
   Executive's Accrued Benefits through the Termination Date.

             (b)  In the event the Executive dies after a Notice of
   Termination is given (i) by the Company or (ii) by the Executive for Good
   Reason, the Executive's estate, heirs and beneficiaries shall be entitled
   to the benefits described in Section 10(a) hereof and, subject to the
   provisions of this Agreement, to such Termination Payment as the Executive
   would have been entitled to had the Executive lived.  For purposes of this
   Subsection 10(b), the Termination Date shall be the earlier of thirty days
   following the giving of the Notice of Termination, subject to extension
   pursuant to Section 1(m) hereof, or one day prior to the end of the
   Employment Period.

             11.  Retirement.  If, during the Employment Period, the
   Executive and the Company shall execute an agreement providing for the
   early retirement of the Executive from the Company, or the Executive shall
   otherwise give notice that he is voluntarily choosing to retire early from
   the Company, the Executive shall receive Accrued Benefits through the
   Termination Date; provided, that if the Executive's employment is
   terminated by the Executive for Good Reason or by the Company other than
   by reason of death, disability or Cause and the Executive also, in
   connection with such termination, elects voluntary early retirement, the
   Executive shall also be entitled to receive a Termination Payment pursuant
   to Section 8(a) hereof.

             12.  Termination for Disability.  If, during the Employment
   Period, as a result of the Executive's disability due to physical or
   mental illness or injury (regardless of whether such illness or injury is
   job-related), the Executive shall have been absent from the Executive's
   duties hereunder on a full-time basis for a period of six consecutive
   months and, within thirty days after the Company notifies the Executive in
   writing that it intends to terminate the Executive's employment (which
   notice shall not constitute the Notice of Termination contemplated below),
   the Executive shall not have returned to the performance of the
   Executive's duties hereunder on a full-time basis, the Company may
   terminate the Executive's employment for purposes of this Agreement
   pursuant to a Notice of Termination given in accordance with Section 13
   hereof.  If the Executive's employment is terminated on account of the
   Executive's disability in accordance with this Section, the Executive
   shall receive Accrued Benefits in accordance with Section 9(a) hereof and
   shall remain eligible for all benefits provided by any long term
   disability programs of the Company in effect at the time of such
   termination.

             13.  Termination Notice and Procedure.  Any Covered Termination
   by the Company or the Executive (other than a termination of the
   Executive's employment that is a Covered Termination by virtue of Section
   2(b) hereof) shall be communicated by written Notice of Termination to the
   Executive, if such Notice is given by the Company, and to the Company, if
   such Notice is given by the Executive, all in accordance with the
   following procedures and those set forth in Section 23 hereof:

             (a)  If such termination is for disability, Cause or Good
   Reason, the Notice of Termination shall indicate in reasonable detail the
   facts and circumstances alleged to provide a basis for such termination.

             (b)  Any Notice of Termination by the Company shall have been
   approved, prior to the giving thereof to the Executive, by a resolution
   duly adopted by a majority of the directors of the Company (or any
   successor corporation) then in office.

             (c)  If the Notice is given by the Executive for Good Reason,
   the Executive may cease performing his duties hereunder on or after the
   date fifteen days after the delivery of Notice of Termination and shall in
   any event cease employment on the Termination Date.  If the Notice is
   given by the Company, then the Executive may cease performing his duties
   hereunder on the date of receipt of the Notice of Termination, subject to
   the Executive's rights hereunder.

             (d)  The Executive shall have thirty days, or such longer period
   as the Company may determine to be appropriate, to cure any conduct or
   act, if curable, alleged to provide grounds for termination of the
   Executive's employment for Cause under this Agreement pursuant to
   Subsection 1(d) (iii) hereof.

             (e)  The recipient of any Notice of Termination shall personally
   deliver or mail in accordance with Section 23 hereof written notice of any
   dispute relating to such Notice of Termination to the party giving such
   Notice within fifteen days after receipt thereof; provided, however, that
   if the Executive's conduct or act alleged to provide grounds for
   termination by the Company for Cause is curable, then such period shall be
   thirty days.  After the expiration of such period, the contents of the
   Notice of Termination shall become final and not subject to dispute.

             14.  Further Obligations of the Executive.

             (a)  Competition.  The Executive agrees that, in the event of
   any Covered Termination where the Executive is entitled to Accrued
   Benefits and the Termination Payment, the Executive shall not, for a
   period expiring one year after the Termination Date, without the prior
   written approval of the Company's Board of Directors, participate in the
   management of, be employed by or own any business enterprise at a location
   within the United States that engages in substantial competition with the
   Company or its subsidiaries, where such enterprise's revenues from any
   competitive activities amount to 10% or more of such enterprise's net
   revenues and sales for its most recently completed fiscal year; provided,
   however, that nothing in this Section 14(a) shall prohibit the Executive
   from owning stock or other securities of a competitor amounting to less
   than five percent of the outstanding capital stock of such competitor.

             (b)  Confidentiality.  During and following the Executive's
   employment by the Company, the Executive shall hold in confidence and not
   directly or indirectly disclose or use or copy or make lists of any
   confidential information or proprietary data of the Company (including
   that of the Employer), except to the extent authorized in writing by the
   Board of Directors of the Company or required by any court or
   administrative agency, other than to an employee of the Company or a
   person to whom disclosure is reasonably necessary or appropriate in
   connection with the performance by the Executive of duties as an executive
   of the Company.  Confidential information shall not include any
   information known generally to the public or any information of a type not
   otherwise considered confidential by persons engaged in the same business
   or a business similar to that of the Company.  All records, files,
   documents and materials, or copies thereof, relating to the business of
   the Company which the Executive shall prepare, or use, or come into
   contact with, shall be and remain the sole property of the Company and
   shall be promptly returned to the Company upon termination of employment
   with the Company.

             15.  Expenses and Interest.  If, after a Change in Control of
   the Company, (i) a dispute arises with respect to the enforcement of the
   Executive's rights under this Agreement or (ii) any legal or arbitration
   proceeding shall be brought to enforce or interpret any provision
   contained herein or to recover damages for breach hereof, in either case
   so long as the Executive is not acting in bad faith, the Executive shall
   recover from the Company any reasonable attorneys' fees and necessary
   costs and disbursements incurred as a result of such dispute, legal or
   arbitration proceeding ("Expenses"), and prejudgment interest on any money
   judgment or arbitration award obtained by the Executive calculated at the
   rate of interest announced by Firstar Bank Milwaukee, National
   Association, Milwaukee, Wisconsin, from time to time as its prime or base
   lending rate from the date that payments to him should have been made
   under this Agreement.  Within ten days after the Executive's written
   request therefor, the Company shall pay to the Executive, or such other
   person or entity as the Executive may designate in writing to the Company,
   the Executive's reasonable Expenses in advance of the final disposition or
   conclusion of any such dispute, legal or arbitration proceeding.

             16.  Payment Obligations Absolute.  The Company's obligation
   during and after the Employment Period to pay the Executive the amounts
   and to make the benefit and other arrangements provided herein shall be
   absolute and unconditional and shall not be affected by any circumstances,
   including, without limitation, any setoff, counterclaim, recoupment,
   defense or other right which the Company may have against him or anyone
   else.  Except as provided in Section 15 of this Agreement, all amounts
   payable by the Company hereunder shall be paid without notice or demand.
   Each and every payment made hereunder by the Company shall be final, and
   the Company will not seek to recover all or any part of such payment from
   the Executive, or from whomsoever may be entitled thereto, for any reason
   whatsoever.

             17.  Successors.  (a) If the Company sells, assigns or transfers
   all or substantially all of its business and assets to any Person or if
   the Company merges into or consolidates or otherwise combines (where the
   Company does not survive such combination) with any Person (any such
   event, a "Sale of Business"), then the Company shall assign all of its
   right, title and interest in this Agreement as of the date of such event
   to such Person, and the Company shall cause such Person, by written
   agreement in form and substance reasonably satisfactory to the Executive,
   to expressly assume and agree to perform from and after the date of such
   assignment all of the terms, conditions and provisions imposed by this
   Agreement upon the Company.  Failure of the Company to obtain such
   agreement prior to the effective date of such Sale of Business shall be a
   breach of this Agreement constituting "Good Reason" hereunder, except that
   for purposes of implementing the foregoing the date upon which such Sale
   of Business becomes effective shall be deemed the Termination Date.  In
   case of such assignment by the Company and of assumption and agreement by
   such Person, as used in this Agreement, "Company" shall thereafter mean
   such Person which executes and delivers the agreement provided for in this
   Section 18 or which otherwise becomes bound by all the terms and
   provisions of this Agreement by operation of law, and this Agreement shall
   inure to the benefit of, and be enforceable by, such Person.  The
   Executive shall, in his discretion, be entitled to proceed against any or
   all of such Persons, any Person which theretofore was such a successor to
   the Company (as defined in the first paragraph of this Agreement) and the
   Company (as so defined) in any action to enforce any rights of the
   Executive hereunder.  Except as provided in this Subsection, this
   Agreement shall not be assignable by the Company.  This Agreement shall
   not be terminated by the voluntary or involuntary dissolution of the
   Company.

             (b)  This Agreement and all rights of the Executive shall inure
   to the benefit of and be enforceable by the Executive's personal or legal
   representatives, executors, administrators, heirs and beneficiaries.  All
   amounts payable to the Executive under Sections 7, 8, 9, 10, 11, 12 and 15
   hereof if the Executive had lived shall be paid, in the event of the
   Executive's death, to the Executive's estate, heirs and representatives;
   provided, however, that the foregoing shall not be construed to modify any
   terms of any benefit plan of the Company, as such terms are in effect on
   the date of the Change in Control of the Company, that expressly govern
   benefits under such plan in the event of the Executive's death.

             18.  Severability.  The provisions of this Agreement shall be
   regarded as divisible, and if any of said provisions or any part hereof
   are declared invalid or unenforceable by a court of competent
   jurisdiction, the validity and enforceability of the remainder of such
   provisions or parts hereof and the applicability thereof shall not be
   affected thereby.

             19.  Amendment.  This Agreement may not be amended or modified
   at any time except by written instrument executed by the Company and the
   Executive.

             20.  Withholding.  The Company shall be entitled to withhold
   from amounts to be paid to the Executive hereunder any federal, state or
   local withholding or other taxes or charges which it is from time to time
   required to withhold; provided, that the amount so withheld shall not
   exceed the minimum amount required to be withheld by law.  The Company
   shall be entitled to rely on an opinion of nationally recognized tax
   counsel if any question as to the amount or requirement of any such
   withholding shall arise.

             21.  Certain Rules of Construction.  No party shall be
   considered as being responsible for the drafting of this Agreement for the
   purpose of applying any rule construing ambiguities against the drafter or
   otherwise.  No draft of this Agreement shall be taken into account in
   construing this Agreement.  Any provision of this Agreement which requires
   an agreement in writing shall be deemed to require that the writing in
   question be signed by the Executive and an authorized representative of
   the Company.

             22.  Governing Law; Resolution of Disputes.  This Agreement and
   the rights and obligations hereunder shall be governed by and construed in
   accordance with the laws of the State of Wisconsin.  Any dispute arising
   out of this Agreement shall, at the Executive's election, be determined by
   arbitration under the rules of the American Arbitration Association then
   in effect (in which case both parties shall be bound by the arbitration
   award) or by litigation.  Whether the dispute is to be settled by
   arbitration or litigation, the venue for the arbitration or litigation
   shall be Madison, Wisconsin or, at the Executive's election, if the
   Executive is no longer residing or working in the Madison, Wisconsin
   metropolitan area, in the judicial district encompassing the city in which
   the Executive resides; provided, that, if the Executive is not then
   residing in the United States, the election of the Executive with respect
   to such venue shall be either Madison, Wisconsin or in the judicial
   district encompassing that city in the United States among the thirty
   cities having the largest population (as determined by the most recent
   United States Census data available at the Termination Date) which is
   closest to the Executive's residence.  The parties consent to personal
   jurisdiction in each trial court in the selected venue having subject
   matter jurisdiction notwithstanding their residence or situs, and each
   party irrevocably consents to service of process in the manner provided
   hereunder for the giving of notices.

             23.  Notice.  Notices given pursuant to this Agreement shall be
   in writing and, except as otherwise provided by Section 13(d) hereof,
   shall be deemed given when actually received by the Executive or actually
   received by the Company's Secretary or any officer of the Company other
   than the Executive.  If mailed, such notices shall be mailed by United
   States registered or certified mail, return receipt requested, addressee
   only, postage prepaid, if to the Company, to WPL Holdings, Inc.,
   Attention: Secretary (or President, if the Executive is then Secretary),
   222 West Washington Avenue, P.O. Box 2568, Madison, Wisconsin 53701-2568,
   or if to the Executive, at the address set forth below the Executive's
   signature to this Agreement, or to such other address as the party to be
   notified shall have theretofore given to the other party in writing.

             24.  No Waiver.  No waiver by either party at any time of any
   breach by the other party of, or compliance with, any condition or
   provision of this Agreement to be performed by the other party shall be
   deemed a waiver of similar or dissimilar provisions or conditions at the
   same time or any prior or subsequent time.

             25.  Headings.  The headings herein contained are for reference
   only and shall not affect the meaning or interpretation of any provision
   of this Agreement.

             IN WITNESS WHEREOF, the parties have executed this Agreement as
   of the day and year first above written.

                                 WPL HOLDINGS, INC.



                                 By:  /s/ Edward M. Gleason            
                                 Its: Vice President, Treasurer and
                                        Corporate Secretary



                                 Attest:   /s/ Steven F. Price            
                                 Its:      Assistant Corporate Secretary
                                             and Assistant Treasurer


                                 EXECUTIVE:


                                 /s/ Erroll B. Davis, Jr.           (SEAL)
                                 Erroll B. Davis, Jr.

                                 Address:  7829 Noll Valley Road
                                           Verona, Wisconsin  53593



                KEY EXECUTIVE EMPLOYMENT AND SEVERANCE AGREEMENT

             THIS AGREEMENT, made and entered into as of the ____ day of
   ___________,  by and between WPL Holdings, Inc., a Wisconsin corporation
   (hereinafter referred to as the "Company"), and _____________________
   (hereinafter referred to as "Executive").

                               W I T N E S S E T H

             WHEREAS, the Executive is employed by the Company and/or a
   subsidiary of the Company (the "Employer") in a key executive capacity and
   the Executive's services are valuable to the conduct of the business of
   the Company;

             WHEREAS, the Executive possesses intimate knowledge of the
   business and affairs of the Company and has acquired certain confidential
   information and data with respect to the Company;

             WHEREAS, the Company desires to insure, insofar as possible,
   that it will continue to have the benefit of the Executive's services and
   to protect its confidential information and goodwill;

             WHEREAS, the Company recognizes that circumstances may arise in
   which a change in control of the Company occurs, through acquisition or
   otherwise, thereby causing uncertainty about the Executive's future
   employment with the Employer without regard to the Executive's competence
   or past contributions which uncertainty may result in the loss of valuable
   services of the Executive to the detriment of the Company and its
   shareholders, and the Company and the Executive wish to provide reasonable
   security to the Executive against changes in the Executive's relationship
   with the Company in the event of any such change in control;

             WHEREAS, the Company and the Executive are desirous that any
   proposal for a change in control or acquisition of the Company will be
   considered by the Executive objectively and with reference only to the
   best interests of the Company and its shareholders; and

             WHEREAS, the Executive will be in a better position to consider
   the Company's best interests if the Executive is afforded reasonable
   security, as provided in this Agreement, against altered conditions of
   employment which could result from any such change in control or
   acquisition.

             NOW, THEREFORE, in consideration of the foregoing and of the
   mutual covenants and agreements hereinafter set forth, the parties hereto
   mutually covenant and agree as follows:

             1.   Definitions.

             (a)  Act.  For purposes of this Agreement, the term "Act" means
   the Securities Exchange Act of 1934, as amended.

             (b)  Affiliate and Associate.  For purposes of this Agreement,
   the terms "Affiliate" and "Associate" shall have the respective meanings
   ascribed to such terms in Rule l2b-2 of the General Rules and Regulations
   of the Act.

             (c)  Beneficial Owner.  For purposes of this Agreement, a Person
   shall be deemed to be the "Beneficial Owner" of any securities:

             (i)  which such Person or any of such Person's Affiliates
        or Associates has the right to acquire (whether such right is
        exercisable immediately or only after the passage of time)
        pursuant to any agreement, arrangement or understanding, or upon
        the exercise of conversion rights, exchange rights, rights,
        warrants or options, or otherwise; provided, however, that a
        Person shall not be deemed the Beneficial Owner of, or to
        beneficially own, (A) securities tendered pursuant to a tender
        or exchange offer made by or on behalf of such Person or any of
        such Person's Affiliates or Associates until such tendered
        securities are accepted for purchase, or (B) securities issuable
        upon exercise of Rights issued pursuant to the terms of the
        Company's Rights Agreement with Morgan Shareholder Services
        Trust Company, dated as of February 22, 1989, as amended from
        time to time (or any successor to such Rights Agreement), at any
        time before the issuance of such securities;

             (ii) which such Person or any of such Person's Affiliates
        or Associates, directly or indirectly, has the right to vote or
        dispose of or has "beneficial ownership" of (as determined
        pursuant to Rule l3d-3 of the General Rules and Regulations
        under the Act), including pursuant to any agreement, arrangement
        or understanding; provided, however, that a Person shall not be
        deemed the Beneficial Owner of, or to beneficially own, any
        security under this subparagraph (ii) as a result of an
        agreement, arrangement or understanding to vote such security if
        the agreement, arrangement or understanding: (A) arises solely
        from a revocable proxy or consent given to such Person in
        response to a public proxy or consent solicitation made pursuant
        to, and in accordance with, the applicable rules and regulations
        under the Act and (B) is not also then reportable on a Schedule
        l3D under the Act (or any comparable or successor report); or

             (iii) which are beneficially owned, directly or indirectly,
        by any other Person with which such Person or any of such
        Person's Affiliates or Associates has any agreement, arrangement
        or understanding for the purpose of acquiring, holding, voting
        (except pursuant to a revocable proxy as described in Subsection
        1(c) (ii) above) or disposing of any voting securities of the
        Company.

             (d)  Cause.  "Cause" for termination by the Company of the
   Executive's employment in connection with a Change of Control of the
   Company shall, for purposes of this Agreement, be limited to (i) the
   engaging by the Executive in intentional conduct not taken in good faith
   which has caused demonstrable and serious financial injury to the Company,
   as evidenced by a determination in a binding and final judgment, order or
   decree of a court or administrative agency of competent jurisdiction, in
   effect after exhaustion or lapse of all rights of appeal, in an action,
   suit or proceeding, whether civil, criminal, administrative or
   investigative; (ii) conviction of a felony (as evidenced by binding and
   final judgment, order or decree of a court of competent jurisdiction, in
   effect after exhaustion of all rights of appeal) which substantially
   impairs the Executive's ability to perform his duties or responsibilities;
   and (iii) continuing willful and unreasonable refusal by the Executive to
   perform the Executive's duties or responsibilities (unless significantly
   changed without the Executive's consent).

             (e)  Change in Control of the Company.  For purposes of this
   Agreement, a "Change in Control of the Company" shall mean a change in
   control of a nature that would be required to be reported in response to
   Item 6(e) of Schedule 14A of Regulation 14A promulgated under the Act. 
   Without limiting the inclusiveness of the definition in the preceding
   sentence, a Change in Control of the Company shall be deemed to have
   occurred if:

             (i) any Person (other than any employee benefit plan of the
        Company or of any subsidiary of the Company, any Person
        organized, appointed or established pursuant to the terms of any
        such benefit plan or any trustee, administrator or fiduciary of
        such a plan) is or becomes the Beneficial Owner of securities of
        the Company representing at least 30% of the combined voting
        power of the Company's then outstanding securities,

             (ii) one-half or more of the members of the Board are not
        Continuing Directors;

             (iii)   there shall be consummated (x) any merger of the
        Company or share exchange involving the Company in which the
        Company is not the continuing or surviving corporation or
        pursuant to which shares of the Company's Common Stock would be
        converted into cash, securities or other property, other than a
        merger of the Company in which each of the holders of the
        Company's Common Stock immediately prior to the merger have the
        same proportionate ownership of common stock of the surviving
        corporation immediately after the merger, or (y) any sale,
        lease, exchange or other transfer (in one transaction or a
        series of related transactions) of all, or substantially all, of
        the assets of the Company, or

             (iv) the shareholders of the Company approve any plan or
        proposal for the liquidation or dissolution of the Company.

             (f)  Code.  For purposes of this Agreement, the term "Code"
   means the Internal Revenue Code of 1986, including any amendments thereto
   or successor tax codes thereof.

             (g)  Continuing Director.  For purposes of this Agreement, the
   term "Continuing Director" means any member of the Board of Directors of
   the Company who was a member of such Board on February 1, 1994, and any
   successor of a Continuing Director who is recommended to succeed a
   Continuing Director by a majority of the Continuing Directors then on such
   Board.

             (h)  Covered Termination.  Subject to Section 2(b) hereof, for
   purposes of this Agreement, the term "Covered Termination" means any
   termination of the Executive's employment where the Termination Date is
   any date prior to the end of the Employment Period.

             (i)  Employment Period.  For purposes of this Agreement, the
   term "Employment Period" means a period commencing on the date of a Change
   in Control of the Company, and ending at 11:59 p.m. Central Time on the
   earlier of the fifth anniversary of such date or the Executive's Normal
   Retirement Date.

             (j)  Good Reason.  For purposes of this Agreement, the Executive
   shall have a "Good Reason" for termination of employment in connection
   with a Change in Control of the Company in the event of:

             (i) any breach of this Agreement by the Company, including
        specifically any breach by the Company of its agreements
        contained in Sections 4, 5 or 6 hereof;

             (ii) the removal of the Executive from, or any failure to
        reelect or reappoint the Executive to, any of the positions held
        with the Company or the Employer on the date of the Change in
        Control of the Company or any other positions with the Company
        or the Employer to which the Executive shall thereafter be
        elected, appointed or assigned, except in the event that such
        removal or failure to reelect or reappoint relates to the
        termination by the Company of the Executive's employment for
        Cause or by reason of disability pursuant to Section 12 hereof;

             (iii) a good faith determination by the Executive that
        there has been a significant adverse change, without the
        Executive's written consent, in the Executive's working
        conditions or status with the Company or the Employer from such
        working conditions or status in effect immediately prior to the
        Change in Control of the Company, including but not limited to
        (A) a significant change in the nature or scope of the
        Executive's authority, powers, functions, duties or
        responsibilities, or (B) a significant reduction in the level of
        support services, staff, secretarial and other assistance,
        office space and accoutrements; or

             (iv) failure by the Company to obtain the Agreement
   referred to in Section 17(a) hereof as provided therein.

             (k)  Normal Retirement Date.  For purposes of this Agreement,
   the term "Normal Retirement Date" means "Normal Retirement Date" as
   defined in the Wisconsin Power and Light Company Retirement Plan, or any
   successor plan, as in effect on the date of the Change in Control of the
   Company.

             (l)  Person.  For purposes of this Agreement, the term "Person"
   shall mean any individual, firm, partnership, corporation or other entity,
   including any successor (by merger or otherwise) of such entity, or a
   group of any of the foregoing acting in concert.

             (m)  Termination Date.  For purposes of this Agreement, except
   as otherwise provided in Section 10(b) and Section 17(a) hereof, the term
   "Termination Date" means (i) if the Executive's employment is terminated
   by the Executive's death, the date of death; (ii) if the Executive's
   employment is terminated by reason of voluntary early retirement, as
   agreed in writing by the Company and the Executive, the date of such early
   retirement which is set forth in such written agreement; (iii) if the
   Executive's employment is terminated for purposes of this Agreement by
   reason of disability pursuant to Section 12 hereof, the earlier of thirty
   days after the Notice of Termination is given or one day prior to the end
   of the Employment Period; (iv) if the Executive's employment is terminated
   by the Executive voluntarily (other than for Good Reason), the date the
   Notice of Termination is given; and (v) if the Executive's employment is
   terminated by the Company (other than by reason of disability pursuant to
   Section 12 hereof) or by the Executive for Good Reason, the earlier of
   thirty days after the Notice of Termination is given or one day prior to
   the end of the Employment Period. Notwithstanding the foregoing,

             (A)  If termination is for Cause pursuant to Section 1(d)(iii)
   of this Agreement and if the Executive has cured the conduct constituting
   such Cause as described by the Company in its Notice of Termination within
   such thirty day or shorter period, then the Executive's employment
   hereunder shall continue as if the Company had not delivered its Notice of
   Termination.

             (B)  If the Executive shall in good faith give a Notice of
   Termination for Good Reason and the Company notifies the Executive that a
   dispute exists concerning the termination within the fifteen day period
   following receipt thereof, then the Executive may elect to continue his
   employment during such dispute and the Termination Date shall be
   determined under this paragraph.  If the Executive so elects and it is
   thereafter determined that Good Reason did exist, the Termination Date
   shall be the earliest of (l) the date on which the dispute is finally
   determined, either (x) by mutual written agreement of the parties or (y)
   in accordance with Section 22 hereof, (2) the date of the Executive's
   death or (3) one day prior to the end of the Employment Period.  If the
   Executive so elects and it is thereafter determined that Good Reason did
   not exist, then the employment of the Executive hereunder shall continue
   after such determination as if the Executive had not delivered the Notice
   of Termination asserting Good Reason and there shall be no Termination
   Date arising out of such Notice.  In either case, this Agreement
   continues, until the Termination Date, if any, as if the Executive had not
   delivered the Notice of Termination except that, if it is finally
   determined that Good Reason did exist, the Executive shall in no case be
   denied the benefits described in Sections 8(b) and 9 hereof (including a
   Termination Payment) based on events occurring after the Executive
   delivered his Notice of Termination.

             (C)  If an opinion is required to be delivered pursuant to
   Section 9(b)(ii) hereof and such opinion shall not have been delivered,
   the Termination Date shall be the earlier of the date on which such
   opinion is delivered or one day prior to the end of the Employment Period.

             (D)  Except as provided in Paragraph (B) above, if the party
   receiving the Notice of Termination notifies the other party that a
   dispute exists concerning the termination within the appropriate period
   following receipt thereof and it is finally determined that the reason
   asserted in such Notice of Termination did not exist, then (1) if such
   Notice was delivered by the Executive, the Executive will be deemed to
   have voluntarily terminated his employment and the Termination Date shall
   be the earlier of the date fifteen days after the Notice of Termination is
   given or one day prior to the end of the Employment Period and (2) if
   delivered by the Company, the Company will be deemed to have terminated
   the Executive other than by reason of death, disability or Cause.

             2.   Termination or Cancellation Prior to Change in Control.

             (a)  Subject to Subsection 2(b) hereof, the Company (and the
   Employer) and the Executive shall each retain the right to terminate the
   employment of the Executive at any time prior to a Change in Control of
   the Company.  Subject to Subsection 2(b) hereof, in the event the
   Executive's employment is terminated prior to a Change in Control of the
   Company, this Agreement shall be terminated and cancelled and of no
   further force and effect, and any and all rights and obligations of the
   parties hereunder shall cease.

             (b)  Anything in this Agreement to the contrary notwithstanding,
   if a Change in Control of the Company occurs and if the Executive's
   employment with the Company or a subsidiary of the Company is terminated
   (other than a termination due to the Executive's death or as a result of
   the Executive's disability) during the period of 180 days prior to the
   date on which the Change in Control of the Company occurs, and if it is
   reasonably demonstrated by the Executive that such termination of
   employment (i) was at the request of a third party who has taken steps
   reasonably calculated to effect a Change in Control of the Company or (ii)
   otherwise arose in connection with or in anticipation of a Change in
   Control of the Company, then for all purposes of this Agreement such
   termination of employment shall be deemed a "Covered Termination."

             3.   Employment Period.  If a Change in Control of the Company
   occurs when the Executive is employed by the Company or a subsidiary of
   the Company, the Company will, or will cause the Employer to, continue
   thereafter to employ the Executive during the Employment Period, and the
   Executive will remain in the employ of the Employer in accordance with and
   subject to the terms and provisions of this Agreement.  Any termination of
   the Executive's employment during the Employment Period, whether by the
   Company or the Employer, shall be deemed a termination by the Company for
   purposes of this Agreement.

             4.   Duties.  During the Employment Period, the Executive shall,
   in the same capacities and positions held by the Executive at the time of
   the Change in Control of the Company or in such other capacities and
   positions as may be agreed to by the Company and the Executive in writing,
   devote the Executive's best efforts and all of the Executive's business
   time, attention and skill to the business and affairs of the Employer, as
   such business and affairs now exist and as they may hereafter be
   conducted.  The services which are to be performed by the Executive
   hereunder are to be rendered in the same metropolitan area in which the
   Executive was employed at the time of such Change in Control of the
   Company, or in such other place or places as shall be mutually agreed upon
   in writing by the Executive and the Company from time to time.  Without
   the Executive's consent the Executive shall not be required to be absent
   from such metropolitan area more than 45 days in any fiscal year of the
   Company.

             5.   Compensation.  During the Employment Period, the Executive
   shall be compensated as follows:

             (a)  The Executive shall receive, at reasonable intervals (but
   not less often than monthly) and in accordance with such standard policies
   as may be in effect immediately prior to the Change in Control of the
   Company, an annual base salary in cash equivalent of not less than the
   Executive's annual base salary as in effect immediately prior to the
   Change in Control of the Company (which base salary shall, unless
   otherwise agreed in writing by the Executive, include the current receipt
   by the Executive of any amounts which, prior to the Change in Control of
   the Company, the Executive had elected to defer, whether such compensation
   is deferred under Section 401(k) of the Code or otherwise), subject to
   adjustment as hereinafter provided.

             (b)  The Executive shall receive fringe benefits at least equal
   in value to those provided for the Executive immediately prior to the
   Change in Control of the Company, and shall be reimbursed, at such
   intervals and in accordance with such standard policies as may be in
   effect immediately prior to the Change in Control of the Company, for any
   and all monies advanced in connection with the Executive's employment for
   reasonable and necessary expenses incurred by the Executive on behalf of
   the Company, including travel expenses.

             (c)  The Executive shall be included, to the extent eligible
   thereunder (which eligibility shall not be conditioned on the Executive's
   salary grade or on any other requirement which excludes persons of
   comparable status to the Executive unless such exclusion was in effect for
   such plan or an equivalent plan immediately prior to the Change in Control
   of the Company), in any and all plans providing benefits for the
   Employer's salaried employees in general, including but not limited to
   group life insurance, hospitalization, medical, dental, profit sharing and
   stock bonus plans; provided, that, in no event shall the aggregate level
   of benefits under such plans in which the Executive is included be less
   than the aggregate level of benefits under plans of the Company of the
   type referred to in this Section 5(c) in which the Executive was
   participating immediately prior to the Change in Control of the Company.

             (d)  The Executive shall annually be entitled to not less than
   the amount of paid vacation and not fewer than the number of paid holidays
   to which the Executive was entitled annually immediately prior to the
   Change in Control of the Company or such greater amount of paid vacation
   and number of paid holidays as may be made available annually to other
   executives of the Company of comparable status and position to the
   Executive.

             (e)  The Executive shall be included in all plans providing
   additional benefits to executives of the Company of comparable status and
   position to the Executive, including but not limited to deferred
   compensation, split-dollar life insurance, supplemental retirement, stock
   option, stock appreciation, stock bonus and similar or comparable plans;
   provided, that, in no event shall the aggregate level of benefits under
   such plans be less than the aggregate level of benefits under plans of the
   Company of the type referred to in this Section 5(e) in which the
   Executive was participating immediately prior to the Change in Control of
   the Company; and provided, further, that the Company's obligation to
   include the Executive in bonus or incentive compensation plans shall be
   determined by Subsection 5(f) hereof.

             (f)  To assure that the Executive will have an opportunity to
   earn incentive compensation after a Change in Control of the Company, the
   Executive shall be included in a bonus plan of the Company which shall
   satisfy the standards described below (such plan, the "Bonus Plan"). 
   Bonuses under the Bonus Plan shall be payable with respect to achieving
   such financial or other goals reasonably related to the business of the
   Company and the Employer as the Company shall establish (the "Goals"), all
   of which Goals shall be attainable, prior to the end of the Employment
   Period, with approximately the same degree of probability as the goals
   under the Company's bonus plan or plans as in effect immediately prior to
   the Change in Control of the Company (whether one or more, the "Company
   Bonus Plan") and in view of the Company's existing and projected financial
   and business circumstances applicable at the time.  The amount of the
   bonus (the "Bonus Amount") that the Executive is eligible to earn under
   the Bonus Plan shall be no less than the amount of the Executive's maximum
   award provided in such Company Bonus Plan (such bonus amount herein
   referred to as the "Targeted Bonus"), and in the event the Goals are not
   achieved such that the entire Targeted Bonus is not payable, the Bonus
   Plan shall provide for a payment of a Bonus Amount equal to a portion of
   the Targeted Bonus reasonably related to that portion of the Goals which
   were achieved.  Payment of the Bonus Amount shall not be affected by any
   circumstance occurring subsequent to the end of the Employment Period,
   including termination of the Executive's employment.

             6.   Annual Compensation Adjustments.  During the Employment
   Period, the Board of Directors of the Company (or an appropriate committee
   thereof) will consider and appraise, at least annually, the contributions
   of the Executive to the Company, and in accordance with the Company's
   practice prior to the Change in Control of the Company, due consideration
   shall be given to the upward adjustment of the Executive's base
   compensation rate, at least annually, (i) commensurate with increases
   generally given to other executives of the Company of comparable status
   and position to the Executive, and (ii) as the scope of the Company's
   operations or the Executive's duties expand.

             7.   Termination For Cause or Without Good Reason.  If there is
   a Covered Termination for Cause or due to the Executive's voluntarily
   terminating his employment other than for Good Reason (any such
   terminations to be subject to the procedures set forth in Section 13
   hereof), then the Executive shall be entitled to receive only Accrued
   Benefits pursuant to Section 9(a) hereof.

             8.   Termination Giving Rise to a Termination Payment.  (a) If
   there is a Covered Termination by the Executive for Good Reason, or by the
   Company other than by reason of (i) death, (ii) disability pursuant to
   Section 12 hereof, or (iii) Cause (any such terminations to be subject to
   the procedures set forth in Section 13 hereof), then the Executive shall
   be entitled to receive, and the Company shall promptly pay, Accrued
   Benefits and, in lieu of further base salary for periods following the
   Termination Date, as liquidated damages and additional severance pay and
   in consideration of the covenant of the Executive set forth in Section
   14(a) hereof, the Termination Payment pursuant to Section 9(b) hereof.

             (b)  If there is a Covered Termination and the Executive is
   entitled to Accrued Benefits and the Termination Payment, then the
   Executive shall be entitled to the following additional benefits:

             (i)  The Executive shall receive, at the expense of the
        Company, outplacement services, on an individualized basis at a
        level of service commensurate with the Executive's status with
        the Company immediately prior to the Change in Control of the
        Company (or, if higher, immediately prior to the termination of
        the Executive's employment), provided by a nationally recognized
        executive placement firm selected by the Company; provided that
        the cost to the Company of such services shall not exceed 15% of
        the Executive's annual base salary in effect immediately prior
        to the Change in Control of the Company.

             (ii) Until the earlier of the end of the Employment Period
        or such time as the Executive has obtained new employment and is
        covered by benefits which in the aggregate are at least equal in
        value to the following benefits, the Executive shall continue to
        be covered, at the expense of the Company, by the same or
        equivalent life insurance, hospitalization, medical and dental
        coverage as was required hereunder with respect to the Executive
        immediately prior to the date the Notice of Termination is
        given.

             9.   Payments Upon Termination.

             (a)  Accrued Benefits.  For purposes of this Agreement, the
   Executive's "Accrued Benefits" shall include the following amounts,
   payable as described herein: (i) all base salary for the time period
   ending with the Termination Date; (ii) reimbursement for any and all
   monies advanced in connection with the Executive's employment for
   reasonable and necessary expenses incurred by the Executive on behalf of
   the Company for the time period ending with the Termination Date; (iii)
   any and all other cash earned through the Termination Date and deferred at
   the election of the Executive or pursuant to any deferred compensation
   plan then in effect; (iv) a lump sum payment of the bonus or incentive
   compensation otherwise payable to the Executive with respect to the year
   in which termination occurs under all bonus or incentive compensation plan
   or plans in which the Executive is a participant; and (v) all other
   payments and benefits to which the Executive (or in the event of the
   Executive's death, the Executive's surviving spouse or other beneficiary)
   may be entitled as compensatory fringe benefits or under the terms of any
   benefit plan of the Company, excluding severance payments under any
   Company severance policy, practice or agreement in effect immediately
   prior to the Change in Control of the Company.  Payment of Accrued
   Benefits shall be made promptly in accordance with the Company's
   prevailing practice with respect to Subsections (i) and (ii) or, with
   respect to Subsections (iii), (iv) and (v), pursuant to the terms of the
   benefit plan or practice establishing such benefits.

             (b)  Termination Payment.

             (i)  Subject to the limits set forth in Subsection 9(b)(ii)
   hereof, the Termination Payment shall be an amount equal to (A) the
   Executive's annual base salary, as in effect immediately prior to the
   Change in Control of the Company, as adjusted upward, from time to time,
   pursuant to Section 6 hereof, plus (B) the amount of the average annual
   bonus award (determined on an annualized basis for any bonus award paid
   for a period of less than one year and excluding any year for which the
   Executive did not participate in any bonus plan) paid to the Executive
   with respect to the three complete fiscal years preceding the Termination
   Date (the aggregate amount set forth in (A) and (B) hereof shall hereafter
   be referred to as "Annual Cash Compensation"), times (C) the lesser of (1)
   three and (2) the number of years or fractional portion thereof remaining
   in the Employment Period determined as of the Termination Date; provided,
   however, that such amount shall not be less than the greater of (i) the
   amount of the Executive's Annual Cash Compensation or (ii) the severance
   benefits to which the Executive would have been entitled under the
   Company's severance policies and practices in effect immediately prior to
   the Change in Control of the Company.  The Termination Payment shall be
   paid to the Executive in cash equivalent ten business days after the
   Termination Date.  Such lump sum payment shall not be reduced by any
   present value or similar factor, and the Executive shall not be required
   to mitigate the amount of the Termination Payment by securing other
   employment or otherwise, nor will such Termination Payment be reduced by
   reason of the Executive securing other employment or for any other reason. 
   The Termination Payment shall be in lieu of, and acceptance by the
   Executive of the Termination Payment shall constitute the Executive's
   release of any rights of Executive to, any other severance payments under
   any Company severance policy, practice or agreement.  The Company shall
   bear up to $10,000 in the aggregate of fees and expenses of consultants
   and/or legal or accounting advisors engaged by the Executive to advise the
   Executive as to matters relating to the computation of benefits due and
   payable under this Subsection 9(b).

        (ii) Notwithstanding any other provision of this Agreement, if any
   portion of the Termination Payment or any other payment under this
   Agreement, or under any other agreement with or plan of the Company (in
   the aggregate, "Total Payments"), would constitute an "excess parachute
   payment," then the Total Payments to be made to the Executive shall be
   reduced such that the value of the aggregate Total Payments that the
   Executive is entitled to receive shall be One Dollar ($1) less than the
   maximum amount which the Executive may receive without becoming subject to
   the tax imposed by Section 4999 of the Code (or any successor provision)
   or which the Company may pay without loss of deduction under Section
   280G(a) of the Code (or any successor provision).  For purposes of this
   Agreement, the terms "excess parachute payment" and "parachute payments"
   shall have the meanings assigned to them in Section 280G of the Code (or
   any successor provision), and such "parachute payments" shall be valued as
   provided therein.  Present value for purposes of this Agreement shall be
   calculated in accordance with Section 1274(b) (2) of the Code (or any
   successor provision).  Within forty days following delivery of the Notice
   of Termination or notice by the Company to the Executive of its belief
   that there is a payment or benefit due the Executive which will result in
   an excess parachute payment as defined in Section 280G of the Code (or any
   successor provision), the Executive and the Company, at the Company's
   expense, shall obtain the opinion (which need not be unqualified) of
   nationally recognized tax counsel selected by the Company's independent
   auditors and acceptable to the Executive in his sole discretion (which may
   be regular outside counsel to the Company), which opinion sets forth (A)
   the amount of the Base Period Income, (B) the amount and present value of
   Total Payments and (C) the amount and present value of any excess
   parachute payments determined without regard to the limitations of this
   Subsection 9(b)(ii). As used in this Subsection 9(b)(ii), the term "Base
   Period Income" means an amount equal to the Executive's "annualized
   includible compensation for the base period" as defined in Section
   280G(d)(l) of the Code (or any successor provision).  For purposes of such
   opinion, the value of any noncash benefits or any deferred payment or
   benefit shall be determined by the Company's independent auditors in
   accordance with the principles of Sections 280G(d)(3) and (4) of the Code
   (or any successor provisions), which determination shall be evidenced in a
   certificate of such auditors addressed to the Company and the Executive. 
   Such opinion shall be dated as of the Termination Date and addressed to
   the Company and the Executive and shall be binding upon the Company and
   the Executive.  If such opinion determines that there would be an excess
   parachute payment, the Termination Payment hereunder or any other payment
   or benefit determined by such counsel to be includible in Total Payments
   shall be reduced or eliminated as specified by the Executive in writing
   delivered to the Company within thirty days of his receipt of such opinion
   or, if the Executive fails to so notify the Company, then as the Company
   shall reasonably determine, so that under the bases of calculations set
   forth in such opinion there will be no excess parachute payment.  If such
   legal counsel so requests in connection with the opinion required by this
   Section, the Executive and the Company shall obtain, at the Company's
   expense, and the legal counsel may rely on in providing the opinion, the
   advice of a firm of recognized executive compensation consultants as to
   the reasonableness of any item of compensation to be received by the
   Executive.  If the provisions of Sections 280G and 4999 of the Code (or
   any successor provisions) are repealed without succession, then this
   Section 9(b) (ii) shall be of no further force or effect.

        (iii) (A) If, notwithstanding the provisions of Subsection (ii) of
   this Section 9(b), but subject to paragraph (B), it is ultimately
   determined by a court or pursuant to a final determination by the Internal
   Revenue Service that any portion of Total Payments is subject to the tax
   (the "Excise Tax") imposed by Section 4999 of the Code (or any successor
   provision), the Company shall pay to the Executive an additional amount
   (the "Gross-Up Payment") such that the net amount retained by the
   Executive after deduction of any Excise Tax and any interest charges or
   penalties in respect of the imposition of such Excise Tax (but not any
   federal, state or local income tax) on the Total Payments, and any
   federal, state and local income tax and Excise Tax upon the payment
   provided for by this Subsection (iii), shall be equal to the Total
   Payments.  For purposes of determining the amount of the Gross-Up Payment,
   the Executive shall be deemed to pay federal income taxes at the highest
   marginal rate of federal income taxation in the calendar year in which the
   Gross-Up Payment is to be made and state and local income taxes at the
   highest marginal rates of taxation in the state and locality of the
   Executive's domicile for income tax purposes on the date the Gross-Up
   Payment is made, net of the maximum reduction in federal income taxes
   which could be obtained from deduction of such state and local taxes.

             (B)  If legislation is enacted that would require the Company's
   shareholders to approve this Agreement, prior to a Change in Control of
   the Company, due solely to the provision contained in paragraph (A) of
   this Subsection 9(b)(iii), then

             (1)  from and after such time as shareholder approval would
        be required, until shareholder approval is obtained as required
        by such legislation, paragraph (A) shall be of no force and
        effect;

             (2)  the Company and the Executive shall use their best
        efforts to consider and agree in writing upon an amendment to
        this Subsection 9(b) (iii) such that, as amended, this
        Subsection would provide the Executive with the benefits
        intended to be afforded to the Executive by paragraph (A)
        without requiring shareholder approval; and

             (3)  at the reasonable request of the Executive, the
        Company shall seek shareholder approval of this Agreement at the
        next annual meeting of shareholders of the Company.

             10.  Death.  (a) Except as provided in Section 10(b) hereof, in
   the event of a Covered Termination due to the Executive's death, the
   Executive's estate, heirs and beneficiaries shall receive all the
   Executive's Accrued Benefits through the Termination Date.

             (b)  In the event the Executive dies after a Notice of
   Termination is given (i) by the Company or (ii) by the Executive for Good
   Reason, the Executive's estate, heirs and beneficiaries shall be entitled
   to the benefits described in Section 10(a) hereof and, subject to the
   provisions of this Agreement, to such Termination Payment as the Executive
   would have been entitled to had the Executive lived.  For purposes of this
   Subsection 10(b), the Termination Date shall be the earlier of thirty days
   following the giving of the Notice of Termination, subject to extension
   pursuant to Section 1(m) hereof, or one day prior to the end of the
   Employment Period.

             11.  Retirement.  If, during the Employment Period, the
   Executive and the Company shall execute an agreement providing for the
   early retirement of the Executive from the Company, or the Executive shall
   otherwise give notice that he is voluntarily choosing to retire early from
   the Company, the Executive shall receive Accrued Benefits through the
   Termination Date; provided, that if the Executive's employment is
   terminated by the Executive for Good Reason or by the Company other than
   by reason of death, disability or Cause and the Executive also, in
   connection with such termination, elects voluntary early retirement, the
   Executive shall also be entitled to receive a Termination Payment pursuant
   to Section 8(a) hereof.

             12.  Termination for Disability.  If, during the Employment
   Period, as a result of the Executive's disability due to physical or
   mental illness or injury (regardless of whether such illness or injury is
   job-related), the Executive shall have been absent from the Executive's
   duties hereunder on a full-time basis for a period of six consecutive
   months and, within thirty days after the Company notifies the Executive in
   writing that it intends to terminate the Executive's employment (which
   notice shall not constitute the Notice of Termination contemplated below),
   the Executive shall not have returned to the performance of the
   Executive's duties hereunder on a full-time basis, the Company may
   terminate the Executive's employment for purposes of this Agreement
   pursuant to a Notice of Termination given in accordance with Section 13
   hereof.  If the Executive's employment is terminated on account of the
   Executive's disability in accordance with this Section, the Executive
   shall receive Accrued Benefits in accordance with Section 9(a) hereof and
   shall remain eligible for all benefits provided by any long term
   disability programs of the Company in effect at the time of such
   termination.

             13.  Termination Notice and Procedure.  Any Covered Termination
   by the Company or the Executive (other than a termination of the
   Executive's employment that is a Covered Termination by virtue of Section
   2(b) hereof) shall be communicated by written Notice of Termination to the
   Executive, if such Notice is given by the Company, and to the Company, if
   such Notice is given by the Executive, all in accordance with the
   following procedures and those set forth in Section 23 hereof:

             (a)  If such termination is for disability, Cause or Good
   Reason, the Notice of Termination shall indicate in reasonable detail the
   facts and circumstances alleged to provide a basis for such termination.

             (b)  Any Notice of Termination by the Company shall have been
   approved, prior to the giving thereof to the Executive, by a resolution
   duly adopted by a majority of the directors of the Company (or any
   successor corporation) then in office.

             (c)  If the Notice is given by the Executive for Good Reason,
   the Executive may cease performing his duties hereunder on or after the
   date fifteen days after the delivery of Notice of Termination and shall in
   any event cease employment on the Termination Date.  If the Notice is
   given by the Company, then the Executive may cease performing his duties
   hereunder on the date of receipt of the Notice of Termination, subject to
   the Executive's rights hereunder.

             (d)  The Executive shall have thirty days, or such longer period
   as the Company may determine to be appropriate, to cure any conduct or
   act, if curable, alleged to provide grounds for termination of the
   Executive's employment for Cause under this Agreement pursuant to
   Subsection 1(d) (iii) hereof.

             (e)  The recipient of any Notice of Termination shall personally
   deliver or mail in accordance with Section 23 hereof written notice of any
   dispute relating to such Notice of Termination to the party giving such
   Notice within fifteen days after receipt thereof; provided, however, that
   if the Executive's conduct or act alleged to provide grounds for
   termination by the Company for Cause is curable, then such period shall be
   thirty days.  After the expiration of such period, the contents of the
   Notice of Termination shall become final and not subject to dispute.

             14.  Further Obligations of the Executive.

             (a)  Competition.  The Executive agrees that, in the event of
   any Covered Termination where the Executive is entitled to Accrued
   Benefits and the Termination Payment, the Executive shall not, for a
   period expiring one year after the Termination Date, without the prior
   written approval of the Company's Board of Directors, participate in the
   management of, be employed by or own any business enterprise at a location
   within the United States that engages in substantial competition with the
   Company or its subsidiaries, where such enterprise's revenues from any
   competitive activities amount to 10% or more of such enterprise's net
   revenues and sales for its most recently completed fiscal year; provided,
   however, that nothing in this Section 14(a) shall prohibit the Executive
   from owning stock or other securities of a competitor amounting to less
   than five percent of the outstanding capital stock of such competitor.

             (b)  Confidentiality.  During and following the Executive's
   employment by the Company, the Executive shall hold in confidence and not
   directly or indirectly disclose or use or copy or make lists of any
   confidential information or proprietary data of the Company (including
   that of the Employer), except to the extent authorized in writing by the
   Board of Directors of the Company or required by any court or
   administrative agency, other than to an employee of the Company or a
   person to whom disclosure is reasonably necessary or appropriate in
   connection with the performance by the Executive of duties as an executive
   of the Company.  Confidential information shall not include any
   information known generally to the public or any information of a type not
   otherwise considered confidential by persons engaged in the same business
   or a business similar to that of the Company.  All records, files,
   documents and materials, or copies thereof, relating to the business of
   the Company which the Executive shall prepare, or use, or come into
   contact with, shall be and remain the sole property of the Company and
   shall be promptly returned to the Company upon termination of employment
   with the Company.

             15.  Expenses and Interest.  If, after a Change in Control of
   the Company, (i) a dispute arises with respect to the enforcement of the
   Executive's rights under this Agreement or (ii) any legal or arbitration
   proceeding shall be brought to enforce or interpret any provision
   contained herein or to recover damages for breach hereof, in either case
   so long as the Executive is not acting in bad faith, the Executive shall
   recover from the Company any reasonable attorneys' fees and necessary
   costs and disbursements incurred as a result of such dispute, legal or
   arbitration proceeding ("Expenses"), and prejudgment interest on any money
   judgment or arbitration award obtained by the Executive calculated at the
   rate of interest announced by Firstar Bank Milwaukee, National
   Association, Milwaukee, Wisconsin, from time to time as its prime or base
   lending rate from the date that payments to him should have been made
   under this Agreement.  Within ten days after the Executive's written
   request therefor, the Company shall pay to the Executive, or such other
   person or entity as the Executive may designate in writing to the Company,
   the Executive's reasonable Expenses in advance of the final disposition or
   conclusion of any such dispute, legal or arbitration proceeding.

             16.  Payment Obligations Absolute.  The Company's obligation
   during and after the Employment Period to pay the Executive the amounts
   and to make the benefit and other arrangements provided herein shall be
   absolute and unconditional and shall not be affected by any circumstances,
   including, without limitation, any setoff, counterclaim, recoupment,
   defense or other right which the Company may have against him or anyone
   else.  Except as provided in Section 15 of this Agreement, all amounts
   payable by the Company hereunder shall be paid without notice or demand.
   Each and every payment made hereunder by the Company shall be final, and
   the Company will not seek to recover all or any part of such payment from
   the Executive, or from whomsoever may be entitled thereto, for any reason
   whatsoever.

             17.  Successors.  (a) If the Company sells, assigns or transfers
   all or substantially all of its business and assets to any Person or if
   the Company merges into or consolidates or otherwise combines (where the
   Company does not survive such combination) with any Person (any such
   event, a "Sale of Business"), then the Company shall assign all of its
   right, title and interest in this Agreement as of the date of such event
   to such Person, and the Company shall cause such Person, by written
   agreement in form and substance reasonably satisfactory to the Executive,
   to expressly assume and agree to perform from and after the date of such
   assignment all of the terms, conditions and provisions imposed by this
   Agreement upon the Company.  Failure of the Company to obtain such
   agreement prior to the effective date of such Sale of Business shall be a
   breach of this Agreement constituting "Good Reason" hereunder, except that
   for purposes of implementing the foregoing the date upon which such Sale
   of Business becomes effective shall be deemed the Termination Date.  In
   case of such assignment by the Company and of assumption and agreement by
   such Person, as used in this Agreement, "Company" shall thereafter mean
   such Person which executes and delivers the agreement provided for in this
   Section 18 or which otherwise becomes bound by all the terms and
   provisions of this Agreement by operation of law, and this Agreement shall
   inure to the benefit of, and be enforceable by, such Person.  The
   Executive shall, in his discretion, be entitled to proceed against any or
   all of such Persons, any Person which theretofore was such a successor to
   the Company (as defined in the first paragraph of this Agreement) and the
   Company (as so defined) in any action to enforce any rights of the
   Executive hereunder.  Except as provided in this Subsection, this
   Agreement shall not be assignable by the Company.  This Agreement shall
   not be terminated by the voluntary or involuntary dissolution of the
   Company.

             (b)  This Agreement and all rights of the Executive shall inure
   to the benefit of and be enforceable by the Executive's personal or legal
   representatives, executors, administrators, heirs and beneficiaries.  All
   amounts payable to the Executive under Sections 7, 8, 9, 10, 11, 12 and 15
   hereof if the Executive had lived shall be paid, in the event of the
   Executive's death, to the Executive's estate, heirs and representatives;
   provided, however, that the foregoing shall not be construed to modify any
   terms of any benefit plan of the Company, as such terms are in effect on
   the date of the Change in Control of the Company, that expressly govern
   benefits under such plan in the event of the Executive's death.

             18.  Severability.  The provisions of this Agreement shall be
   regarded as divisible, and if any of said provisions or any part hereof
   are declared invalid or unenforceable by a court of competent
   jurisdiction, the validity and enforceability of the remainder of such
   provisions or parts hereof and the applicability thereof shall not be
   affected thereby.

             19.  Amendment.  This Agreement may not be amended or modified
   at any time except by written instrument executed by the Company and the
   Executive.

             20.  Withholding.  The Company shall be entitled to withhold
   from amounts to be paid to the Executive hereunder any federal, state or
   local withholding or other taxes or charges which it is from time to time
   required to withhold; provided, that the amount so withheld shall not
   exceed the minimum amount required to be withheld by law.  The Company
   shall be entitled to rely on an opinion of nationally recognized tax
   counsel if any question as to the amount or requirement of any such
   withholding shall arise.

             21.  Certain Rules of Construction.  No party shall be
   considered as being responsible for the drafting of this Agreement for the
   purpose of applying any rule construing ambiguities against the drafter or
   otherwise.  No draft of this Agreement shall be taken into account in
   construing this Agreement.  Any provision of this Agreement which requires
   an agreement in writing shall be deemed to require that the writing in
   question be signed by the Executive and an authorized representative of
   the Company.

             22.  Governing Law; Resolution of Disputes.  This Agreement and
   the rights and obligations hereunder shall be governed by and construed in
   accordance with the laws of the State of Wisconsin.  Any dispute arising
   out of this Agreement shall, at the Executive's election, be determined by
   arbitration under the rules of the American Arbitration Association then
   in effect (in which case both parties shall be bound by the arbitration
   award) or by litigation.  Whether the dispute is to be settled by
   arbitration or litigation, the venue for the arbitration or litigation
   shall be Madison, Wisconsin or, at the Executive's election, if the
   Executive is no longer residing or working in the Madison, Wisconsin
   metropolitan area, in the judicial district encompassing the city in which
   the Executive resides; provided, that, if the Executive is not then
   residing in the United States, the election of the Executive with respect
   to such venue shall be either Madison, Wisconsin or in the judicial
   district encompassing that city in the United States among the thirty
   cities having the largest population (as determined by the most recent
   United States Census data available at the Termination Date) which is
   closest to the Executive's residence.  The parties consent to personal
   jurisdiction in each trial court in the selected venue having subject
   matter jurisdiction notwithstanding their residence or situs, and each
   party irrevocably consents to service of process in the manner provided
   hereunder for the giving of notices.

             23.  Notice.  Notices given pursuant to this Agreement shall be
   in writing and, except as otherwise provided by Section 13(d) hereof,
   shall be deemed given when actually received by the Executive or actually
   received by the Company's Secretary or any officer of the Company other
   than the Executive.  If mailed, such notices shall be mailed by United
   States registered or certified mail, return receipt requested, addressee
   only, postage prepaid, if to the Company, to WPL Holdings, Inc.,
   Attention: Secretary (or President, if the Executive is then Secretary),
   222 West Washington Avenue, P.O. Box 2568, Madison, Wisconsin 53701-2568,
   or if to the Executive, at the address set forth below the Executive's
   signature to this Agreement, or to such other address as the party to be
   notified shall have theretofore given to the other party in writing.

             24.  No Waiver.  No waiver by either party at any time of any
   breach by the other party of, or compliance with, any condition or
   provision of this Agreement to be performed by the other party shall be
   deemed a waiver of similar or dissimilar provisions or conditions at the
   same time or any prior or subsequent time.

             25.  Headings.  The headings herein contained are for reference
   only and shall not affect the meaning or interpretation of any provision
   of this Agreement.

             IN WITNESS WHEREOF, the parties have executed this Agreement as
   of the day and year first above written.

                                 WPL HOLDINGS, INC.



                                 By:  _____________________________________
                                 Its: _____________________________________


                                 Attest:   ________________________________
                                 Its: _____________________________________


                                 EXECUTIVE:

                                 _____________________________________(SEAL)



                                 Address:                                 
                                                                          




                KEY EXECUTIVE EMPLOYMENT AND SEVERANCE AGREEMENT


             THIS AGREEMENT, made and entered into as of the ____ day of
   ___________,  by and between WPL Holdings, Inc., a Wisconsin corporation
   (hereinafter referred to as the "Company"), and _____________________
   (hereinafter referred to as "Executive").

                               W I T N E S S E T H

             WHEREAS, the Executive is employed by the Company and/or a
   subsidiary of the Company (the "Employer") in a key executive capacity and
   the Executive's services are valuable to the conduct of the business of
   the Company;

             WHEREAS, the Executive possesses intimate knowledge of the
   business and affairs of the Company and has acquired certain confidential
   information and data with respect to the Company;

             WHEREAS, the Company desires to insure, insofar as possible,
   that it will continue to have the benefit of the Executive's services and
   to protect its confidential information and goodwill;

             WHEREAS, the Company recognizes that circumstances may arise in
   which a change in control of the Company occurs, through acquisition or
   otherwise, thereby causing uncertainty about the Executive's future
   employment with the Employer without regard to the Executive's competence
   or past contributions which uncertainty may result in the loss of valuable
   services of the Executive to the detriment of the Company and its
   shareholders, and the Company and the Executive wish to provide reasonable
   security to the Executive against changes in the Executive's relationship
   with the Company in the event of any such change in control;

             WHEREAS, the Company and the Executive are desirous that any
   proposal for a change in control or acquisition of the Company will be
   considered by the Executive objectively and with reference only to the
   best interests of the Company and its shareholders; and

             WHEREAS, the Executive will be in a better position to consider
   the Company's best interests if the Executive is afforded reasonable
   security, as provided in this Agreement, against altered conditions of
   employment which could result from any such change in control or
   acquisition.

             NOW, THEREFORE, in consideration of the foregoing and of the
   mutual covenants and agreements hereinafter set forth, the parties hereto
   mutually covenant and agree as follows:

             1.   Definitions.

             (a)  Act.  For purposes of this Agreement, the term "Act" means
   the Securities Exchange Act of 1934, as amended.

             (b)  Affiliate and Associate.  For purposes of this Agreement,
   the terms "Affiliate" and "Associate" shall have the respective meanings
   ascribed to such terms in Rule l2b-2 of the General Rules and Regulations
   of the Act.

             (c)  Beneficial Owner.  For purposes of this Agreement, a Person
   shall be deemed to be the "Beneficial Owner" of any securities:

             (i)  which such Person or any of such Person's Affiliates
        or Associates has the right to acquire (whether such right is
        exercisable immediately or only after the passage of time)
        pursuant to any agreement, arrangement or understanding, or upon
        the exercise of conversion rights, exchange rights, rights,
        warrants or options, or otherwise; provided, however, that a
        Person shall not be deemed the Beneficial Owner of, or to
        beneficially own, (A) securities tendered pursuant to a tender
        or exchange offer made by or on behalf of such Person or any of
        such Person's Affiliates or Associates until such tendered
        securities are accepted for purchase, or (B) securities issuable
        upon exercise of Rights issued pursuant to the terms of the
        Company's Rights Agreement with Morgan Shareholder Services
        Trust Company, dated as of February 22, 1989, as amended from
        time to time (or any successor to such Rights Agreement), at any
        time before the issuance of such securities;

             (ii) which such Person or any of such Person's Affiliates
        or Associates, directly or indirectly, has the right to vote or
        dispose of or has "beneficial ownership" of (as determined
        pursuant to Rule l3d-3 of the General Rules and Regulations
        under the Act), including pursuant to any agreement, arrangement
        or understanding; provided, however, that a Person shall not be
        deemed the Beneficial Owner of, or to beneficially own, any
        security under this subparagraph (ii) as a result of an
        agreement, arrangement or understanding to vote such security if
        the agreement, arrangement or understanding: (A) arises solely
        from a revocable proxy or consent given to such Person in
        response to a public proxy or consent solicitation made pursuant
        to, and in accordance with, the applicable rules and regulations
        under the Act and (B) is not also then reportable on a Schedule
        l3D under the Act (or any comparable or successor report); or

             (iii) which are beneficially owned, directly or indirectly,
        by any other Person with which such Person or any of such
        Person's Affiliates or Associates has any agreement, arrangement
        or understanding for the purpose of acquiring, holding, voting
        (except pursuant to a revocable proxy as described in Subsection
        1(c) (ii) above) or disposing of any voting securities of the
        Company.

             (d)  Cause.  "Cause" for termination by the Company of the
   Executive's employment in connection with a Change of Control of the
   Company shall, for purposes of this Agreement, be limited to (i) the
   engaging by the Executive in intentional conduct not taken in good faith
   which has caused demonstrable and serious financial injury to the Company,
   as evidenced by a determination in a binding and final judgment, order or
   decree of a court or administrative agency of competent jurisdiction, in
   effect after exhaustion or lapse of all rights of appeal, in an action,
   suit or proceeding, whether civil, criminal, administrative or
   investigative; (ii) conviction of a felony (as evidenced by binding and
   final judgment, order or decree of a court of competent jurisdiction, in
   effect after exhaustion of all rights of appeal) which substantially
   impairs the Executive's ability to perform his duties or responsibilities;
   and (iii) continuing willful and unreasonable refusal by the Executive to
   perform the Executive's duties or responsibilities (unless significantly
   changed without the Executive's consent).

             (e)  Change in Control of the Company.  For purposes of this
   Agreement, a "Change in Control of the Company" shall mean a change in
   control of a nature that would be required to be reported in response to
   Item 6(e) of Schedule 14A of Regulation 14A promulgated under the Act. 
   Without limiting the inclusiveness of the definition in the preceding
   sentence, a Change in Control of the Company shall be deemed to have
   occurred if:

             (i) any Person (other than any employee benefit plan of the
        Company or of any subsidiary of the Company, any Person
        organized, appointed or established pursuant to the terms of any
        such benefit plan or any trustee, administrator or fiduciary of
        such a plan) is or becomes the Beneficial Owner of securities of
        the Company representing at least 30% of the combined voting
        power of the Company's then outstanding securities,

             (ii) one-half or more of the members of the Board are not
        Continuing Directors;

             (iii)   there shall be consummated (x) any merger of the
        Company or share exchange involving the Company in which the
        Company is not the continuing or surviving corporation or
        pursuant to which shares of the Company's Common Stock would be
        converted into cash, securities or other property, other than a
        merger of the Company in which each of the holders of the
        Company's Common Stock immediately prior to the merger have the
        same proportionate ownership of common stock of the surviving
        corporation immediately after the merger, or (y) any sale,
        lease, exchange or other transfer (in one transaction or a
        series of related transactions) of all, or substantially all, of
        the assets of the Company, or

             (iv) the shareholders of the Company approve any plan or
        proposal for the liquidation or dissolution of the Company.

             (f)  Code.  For purposes of this Agreement, the term "Code"
   means the Internal Revenue Code of 1986, including any amendments thereto
   or successor tax codes thereof.

             (g)  Continuing Director.  For purposes of this Agreement, the
   term "Continuing Director" means any member of the Board of Directors of
   the Company who was a member of such Board on February 1, 1994, and any
   successor of a Continuing Director who is recommended to succeed a
   Continuing Director by a majority of the Continuing Directors then on such
   Board.

             (h)  Covered Termination.  Subject to Section 2(b) hereof, for
   purposes of this Agreement, the term "Covered Termination" means any
   termination of the Executive's employment where the Termination Date is
   any date prior to the end of the Employment Period.

             (i)  Employment Period.  For purposes of this Agreement, the
   term "Employment Period" means a period commencing on the date of a Change
   in Control of the Company, and ending at 11:59 p.m. Central Time on the
   earlier of the fifth anniversary of such date or the Executive's Normal
   Retirement Date.

             (j)  Good Reason.  For purposes of this Agreement, the Executive
   shall have a "Good Reason" for termination of employment in connection
   with a Change in Control of the Company in the event of:

             (i) any breach of this Agreement by the Company, including
        specifically any breach by the Company of its agreements
        contained in Sections 4, 5 or 6 hereof;

             (ii) the removal of the Executive from, or any failure to
        reelect or reappoint the Executive to, any of the positions held
        with the Company or the Employer on the date of the Change in
        Control of the Company or any other positions with the Company
        or the Employer to which the Executive shall thereafter be
        elected, appointed or assigned, except in the event that such
        removal or failure to reelect or reappoint relates to the
        termination by the Company of the Executive's employment for
        Cause or by reason of disability pursuant to Section 12 hereof;

             (iii) a good faith determination by the Executive that
        there has been a significant adverse change, without the
        Executive's written consent, in the Executive's working
        conditions or status with the Company or the Employer from such
        working conditions or status in effect immediately prior to the
        Change in Control of the Company, including but not limited to
        (A) a significant change in the nature or scope of the
        Executive's authority, powers, functions, duties or
        responsibilities, or (B) a significant reduction in the level of
        support services, staff, secretarial and other assistance,
        office space and accoutrements; or

             (iv) failure by the Company to obtain the Agreement
   referred to in Section 17(a) hereof as provided therein.

             (k)  Normal Retirement Date.  For purposes of this Agreement,
   the term "Normal Retirement Date" means "Normal Retirement Date" as
   defined in the Wisconsin Power and Light Company Retirement Plan, or any
   successor plan, as in effect on the date of the Change in Control of the
   Company.

             (l)  Person.  For purposes of this Agreement, the term "Person"
   shall mean any individual, firm, partnership, corporation or other entity,
   including any successor (by merger or otherwise) of such entity, or a
   group of any of the foregoing acting in concert.

             (m)  Termination Date.  For purposes of this Agreement, except
   as otherwise provided in Section 10(b) and Section 17(a) hereof, the term
   "Termination Date" means (i) if the Executive's employment is terminated
   by the Executive's death, the date of death; (ii) if the Executive's
   employment is terminated by reason of voluntary early retirement, as
   agreed in writing by the Company and the Executive, the date of such early
   retirement which is set forth in such written agreement; (iii) if the
   Executive's employment is terminated for purposes of this Agreement by
   reason of disability pursuant to Section 12 hereof, the earlier of thirty
   days after the Notice of Termination is given or one day prior to the end
   of the Employment Period; (iv) if the Executive's employment is terminated
   by the Executive voluntarily (other than for Good Reason), the date the
   Notice of Termination is given; and (v) if the Executive's employment is
   terminated by the Company (other than by reason of disability pursuant to
   Section 12 hereof) or by the Executive for Good Reason, the earlier of
   thirty days after the Notice of Termination is given or one day prior to
   the end of the Employment Period. Notwithstanding the foregoing,

             (A)  If termination is for Cause pursuant to Section 1(d)(iii)
   of this Agreement and if the Executive has cured the conduct constituting
   such Cause as described by the Company in its Notice of Termination within
   such thirty day or shorter period, then the Executive's employment
   hereunder shall continue as if the Company had not delivered its Notice of
   Termination.

             (B)  If the Executive shall in good faith give a Notice of
   Termination for Good Reason and the Company notifies the Executive that a
   dispute exists concerning the termination within the fifteen day period
   following receipt thereof, then the Executive may elect to continue his
   employment during such dispute and the Termination Date shall be
   determined under this paragraph.  If the Executive so elects and it is
   thereafter determined that Good Reason did exist, the Termination Date
   shall be the earliest of (l) the date on which the dispute is finally
   determined, either (x) by mutual written agreement of the parties or (y)
   in accordance with Section 22 hereof, (2) the date of the Executive's
   death or (3) one day prior to the end of the Employment Period.  If the
   Executive so elects and it is thereafter determined that Good Reason did
   not exist, then the employment of the Executive hereunder shall continue
   after such determination as if the Executive had not delivered the Notice
   of Termination asserting Good Reason and there shall be no Termination
   Date arising out of such Notice.  In either case, this Agreement
   continues, until the Termination Date, if any, as if the Executive had not
   delivered the Notice of Termination except that, if it is finally
   determined that Good Reason did exist, the Executive shall in no case be
   denied the benefits described in Sections 8(b) and 9 hereof (including a
   Termination Payment) based on events occurring after the Executive
   delivered his Notice of Termination.

             (C)  If an opinion is required to be delivered pursuant to
   Section 9(b)(ii) hereof and such opinion shall not have been delivered,
   the Termination Date shall be the earlier of the date on which such
   opinion is delivered or one day prior to the end of the Employment Period.

             (D)  Except as provided in Paragraph (B) above, if the party
   receiving the Notice of Termination notifies the other party that a
   dispute exists concerning the termination within the appropriate period
   following receipt thereof and it is finally determined that the reason
   asserted in such Notice of Termination did not exist, then (1) if such
   Notice was delivered by the Executive, the Executive will be deemed to
   have voluntarily terminated his employment and the Termination Date shall
   be the earlier of the date fifteen days after the Notice of Termination is
   given or one day prior to the end of the Employment Period and (2) if
   delivered by the Company, the Company will be deemed to have terminated
   the Executive other than by reason of death, disability or Cause.

             2.   Termination or Cancellation Prior to Change in Control.

             (a)  Subject to Subsection 2(b) hereof, the Company (and the
   Employer) and the Executive shall each retain the right to terminate the
   employment of the Executive at any time prior to a Change in Control of
   the Company.  Subject to Subsection 2(b) hereof, in the event the
   Executive's employment is terminated prior to a Change in Control of the
   Company, this Agreement shall be terminated and cancelled and of no
   further force and effect, and any and all rights and obligations of the
   parties hereunder shall cease.

             (b)  Anything in this Agreement to the contrary notwithstanding,
   if a Change in Control of the Company occurs and if the Executive's
   employment with the Company or a subsidiary of the Company is terminated
   (other than a termination due to the Executive's death or as a result of
   the Executive's disability) during the period of 180 days prior to the
   date on which the Change in Control of the Company occurs, and if it is
   reasonably demonstrated by the Executive that such termination of
   employment (i) was at the request of a third party who has taken steps
   reasonably calculated to effect a Change in Control of the Company or (ii)
   otherwise arose in connection with or in anticipation of a Change in
   Control of the Company, then for all purposes of this Agreement such
   termination of employment shall be deemed a "Covered Termination."

             3.   Employment Period.  If a Change in Control of the Company
   occurs when the Executive is employed by the Company or a subsidiary of
   the Company, the Company will, or will cause the Employer to, continue
   thereafter to employ the Executive during the Employment Period, and the
   Executive will remain in the employ of the Employer in accordance with and
   subject to the terms and provisions of this Agreement.  Any termination of
   the Executive's employment during the Employment Period, whether by the
   Company or the Employer, shall be deemed a termination by the Company for
   purposes of this Agreement.

             4.   Duties.  During the Employment Period, the Executive shall,
   in the same capacities and positions held by the Executive at the time of
   the Change in Control of the Company or in such other capacities and
   positions as may be agreed to by the Company and the Executive in writing,
   devote the Executive's best efforts and all of the Executive's business
   time, attention and skill to the business and affairs of the Employer, as
   such business and affairs now exist and as they may hereafter be
   conducted.  The services which are to be performed by the Executive
   hereunder are to be rendered in the same metropolitan area in which the
   Executive was employed at the time of such Change in Control of the
   Company, or in such other place or places as shall be mutually agreed upon
   in writing by the Executive and the Company from time to time.  Without
   the Executive's consent the Executive shall not be required to be absent
   from such metropolitan area more than 45 days in any fiscal year of the
   Company.

             5.   Compensation.  During the Employment Period, the Executive
   shall be compensated as follows:

             (a)  The Executive shall receive, at reasonable intervals (but
   not less often than monthly) and in accordance with such standard policies
   as may be in effect immediately prior to the Change in Control of the
   Company, an annual base salary in cash equivalent of not less than the
   Executive's annual base salary as in effect immediately prior to the
   Change in Control of the Company (which base salary shall, unless
   otherwise agreed in writing by the Executive, include the current receipt
   by the Executive of any amounts which, prior to the Change in Control of
   the Company, the Executive had elected to defer, whether such compensation
   is deferred under Section 401(k) of the Code or otherwise), subject to
   adjustment as hereinafter provided.

             (b)  The Executive shall receive fringe benefits at least equal
   in value to those provided for the Executive immediately prior to the
   Change in Control of the Company, and shall be reimbursed, at such
   intervals and in accordance with such standard policies as may be in
   effect immediately prior to the Change in Control of the Company, for any
   and all monies advanced in connection with the Executive's employment for
   reasonable and necessary expenses incurred by the Executive on behalf of
   the Company, including travel expenses.

             (c)  The Executive shall be included, to the extent eligible
   thereunder (which eligibility shall not be conditioned on the Executive's
   salary grade or on any other requirement which excludes persons of
   comparable status to the Executive unless such exclusion was in effect for
   such plan or an equivalent plan immediately prior to the Change in Control
   of the Company), in any and all plans providing benefits for the
   Employer's salaried employees in general, including but not limited to
   group life insurance, hospitalization, medical, dental, profit sharing and
   stock bonus plans; provided, that, in no event shall the aggregate level
   of benefits under such plans in which the Executive is included be less
   than the aggregate level of benefits under plans of the Company of the
   type referred to in this Section 5(c) in which the Executive was
   participating immediately prior to the Change in Control of the Company.

             (d)  The Executive shall annually be entitled to not less than
   the amount of paid vacation and not fewer than the number of paid holidays
   to which the Executive was entitled annually immediately prior to the
   Change in Control of the Company or such greater amount of paid vacation
   and number of paid holidays as may be made available annually to other
   executives of the Company of comparable status and position to the
   Executive.

             (e)  The Executive shall be included in all plans providing
   additional benefits to executives of the Company of comparable status and
   position to the Executive, including but not limited to deferred
   compensation, split-dollar life insurance, supplemental retirement, stock
   option, stock appreciation, stock bonus and similar or comparable plans;
   provided, that, in no event shall the aggregate level of benefits under
   such plans be less than the aggregate level of benefits under plans of the
   Company of the type referred to in this Section 5(e) in which the
   Executive was participating immediately prior to the Change in Control of
   the Company; and provided, further, that the Company's obligation to
   include the Executive in bonus or incentive compensation plans shall be
   determined by Subsection 5(f) hereof.

             (f)  To assure that the Executive will have an opportunity to
   earn incentive compensation after a Change in Control of the Company, the
   Executive shall be included in a bonus plan of the Company which shall
   satisfy the standards described below (such plan, the "Bonus Plan"). 
   Bonuses under the Bonus Plan shall be payable with respect to achieving
   such financial or other goals reasonably related to the business of the
   Company and the Employer as the Company shall establish (the "Goals"), all
   of which Goals shall be attainable, prior to the end of the Employment
   Period, with approximately the same degree of probability as the goals
   under the Company's bonus plan or plans as in effect immediately prior to
   the Change in Control of the Company (whether one or more, the "Company
   Bonus Plan") and in view of the Company's existing and projected financial
   and business circumstances applicable at the time.  The amount of the
   bonus (the "Bonus Amount") that the Executive is eligible to earn under
   the Bonus Plan shall be no less than the amount of the Executive's maximum
   award provided in such Company Bonus Plan (such bonus amount herein
   referred to as the "Targeted Bonus"), and in the event the Goals are not
   achieved such that the entire Targeted Bonus is not payable, the Bonus
   Plan shall provide for a payment of a Bonus Amount equal to a portion of
   the Targeted Bonus reasonably related to that portion of the Goals which
   were achieved.  Payment of the Bonus Amount shall not be affected by any
   circumstance occurring subsequent to the end of the Employment Period,
   including termination of the Executive's employment.

             6.   Annual Compensation Adjustments.  During the Employment
   Period, the Board of Directors of the Company (or an appropriate committee
   thereof) will consider and appraise, at least annually, the contributions
   of the Executive to the Company, and in accordance with the Company's
   practice prior to the Change in Control of the Company, due consideration
   shall be given to the upward adjustment of the Executive's base
   compensation rate, at least annually, (i) commensurate with increases
   generally given to other executives of the Company of comparable status
   and position to the Executive, and (ii) as the scope of the Company's
   operations or the Executive's duties expand.

             7.   Termination For Cause or Without Good Reason.  If there is
   a Covered Termination for Cause or due to the Executive's voluntarily
   terminating his employment other than for Good Reason (any such
   terminations to be subject to the procedures set forth in Section 13
   hereof), then the Executive shall be entitled to receive only Accrued
   Benefits pursuant to Section 9(a) hereof.

             8.   Termination Giving Rise to a Termination Payment.  (a) If
   there is a Covered Termination by the Executive for Good Reason, or by the
   Company other than by reason of (i) death, (ii) disability pursuant to
   Section 12 hereof, or (iii) Cause (any such terminations to be subject to
   the procedures set forth in Section 13 hereof), then the Executive shall
   be entitled to receive, and the Company shall promptly pay, Accrued
   Benefits and, in lieu of further base salary for periods following the
   Termination Date, as liquidated damages and additional severance pay and
   in consideration of the covenant of the Executive set forth in Section
   14(a) hereof, the Termination Payment pursuant to Section 9(b) hereof.

             (b)  If there is a Covered Termination and the Executive is
   entitled to Accrued Benefits and the Termination Payment, then the
   Executive shall be entitled to the following additional benefits:

             (i)  The Executive shall receive, at the expense of the
        Company, outplacement services, on an individualized basis at a
        level of service commensurate with the Executive's status with
        the Company immediately prior to the Change in Control of the
        Company (or, if higher, immediately prior to the termination of
        the Executive's employment), provided by a nationally recognized
        executive placement firm selected by the Company; provided that
        the cost to the Company of such services shall not exceed 15% of
        the Executive's annual base salary in effect immediately prior
        to the Change in Control of the Company.

             (ii) Until the earlier of the end of the Employment Period
        or such time as the Executive has obtained new employment and is
        covered by benefits which in the aggregate are at least equal in
        value to the following benefits, the Executive shall continue to
        be covered, at the expense of the Company, by the same or
        equivalent life insurance, hospitalization, medical and dental
        coverage as was required hereunder with respect to the Executive
        immediately prior to the date the Notice of Termination is
        given.

             9.   Payments Upon Termination.

             (a)  Accrued Benefits.  For purposes of this Agreement, the
   Executive's "Accrued Benefits" shall include the following amounts,
   payable as described herein: (i) all base salary for the time period
   ending with the Termination Date; (ii) reimbursement for any and all
   monies advanced in connection with the Executive's employment for
   reasonable and necessary expenses incurred by the Executive on behalf of
   the Company for the time period ending with the Termination Date; (iii)
   any and all other cash earned through the Termination Date and deferred at
   the election of the Executive or pursuant to any deferred compensation
   plan then in effect; (iv) a lump sum payment of the bonus or incentive
   compensation otherwise payable to the Executive with respect to the year
   in which termination occurs under all bonus or incentive compensation plan
   or plans in which the Executive is a participant; and (v) all other
   payments and benefits to which the Executive (or in the event of the
   Executive's death, the Executive's surviving spouse or other beneficiary)
   may be entitled as compensatory fringe benefits or under the terms of any
   benefit plan of the Company, excluding severance payments under any
   Company severance policy, practice or agreement in effect immediately
   prior to the Change in Control of the Company.  Payment of Accrued
   Benefits shall be made promptly in accordance with the Company's
   prevailing practice with respect to Subsections (i) and (ii) or, with
   respect to Subsections (iii), (iv) and (v), pursuant to the terms of the
   benefit plan or practice establishing such benefits.

             (b)  Termination Payment.

             (i)  Subject to the limits set forth in Subsection 9(b)(ii)
   hereof, the Termination Payment shall be an amount equal to (A) the
   Executive's annual base salary, as in effect immediately prior to the
   Change in Control of the Company, as adjusted upward, from time to time,
   pursuant to Section 6 hereof, plus (B) the amount of the average annual
   bonus award (determined on an annualized basis for any bonus award paid
   for a period of less than one year and excluding any year for which the
   Executive did not participate in any bonus plan) paid to the Executive
   with respect to the three complete fiscal years preceding the Termination
   Date (the aggregate amount set forth in (A) and (B) hereof shall hereafter
   be referred to as "Annual Cash Compensation"), times (C) the lesser of (1)
   two and (2) the number of years or fractional portion thereof remaining in
   the Employment Period determined as of the Termination Date; provided,
   however, that such amount shall not be less than the greater of (i) the
   amount of the Executive's Annual Cash Compensation or (ii) the severance
   benefits to which the Executive would have been entitled under the
   Company's severance policies and practices in effect immediately prior to
   the Change in Control of the Company.  The Termination Payment shall be
   paid to the Executive in cash equivalent ten business days after the
   Termination Date.  Such lump sum payment shall not be reduced by any
   present value or similar factor, and the Executive shall not be required
   to mitigate the amount of the Termination Payment by securing other
   employment or otherwise, nor will such Termination Payment be reduced by
   reason of the Executive securing other employment or for any other reason. 
   The Termination Payment shall be in lieu of, and acceptance by the
   Executive of the Termination Payment shall constitute the Executive's
   release of any rights of Executive to, any other severance payments under
   any Company severance policy, practice or agreement.  The Company shall
   bear up to $10,000 in the aggregate of fees and expenses of consultants
   and/or legal or accounting advisors engaged by the Executive to advise the
   Executive as to matters relating to the computation of benefits due and
   payable under this Subsection 9(b).

        (ii) Notwithstanding any other provision of this Agreement, if any
   portion of the Termination Payment or any other payment under this
   Agreement, or under any other agreement with or plan of the Company (in
   the aggregate, "Total Payments"), would constitute an "excess parachute
   payment," then the Total Payments to be made to the Executive shall be
   reduced such that the value of the aggregate Total Payments that the
   Executive is entitled to receive shall be One Dollar ($1) less than the
   maximum amount which the Executive may receive without becoming subject to
   the tax imposed by Section 4999 of the Code (or any successor provision)
   or which the Company may pay without loss of deduction under Section
   280G(a) of the Code (or any successor provision).  For purposes of this
   Agreement, the terms "excess parachute payment" and "parachute payments"
   shall have the meanings assigned to them in Section 280G of the Code (or
   any successor provision), and such "parachute payments" shall be valued as
   provided therein.  Present value for purposes of this Agreement shall be
   calculated in accordance with Section 1274(b) (2) of the Code (or any
   successor provision).  Within forty days following delivery of the Notice
   of Termination or notice by the Company to the Executive of its belief
   that there is a payment or benefit due the Executive which will result in
   an excess parachute payment as defined in Section 280G of the Code (or any
   successor provision), the Executive and the Company, at the Company's
   expense, shall obtain the opinion (which need not be unqualified) of
   nationally recognized tax counsel selected by the Company's independent
   auditors and acceptable to the Executive in his sole discretion (which may
   be regular outside counsel to the Company), which opinion sets forth (A)
   the amount of the Base Period Income, (B) the amount and present value of
   Total Payments and (C) the amount and present value of any excess
   parachute payments determined without regard to the limitations of this
   Subsection 9(b)(ii). As used in this Subsection 9(b)(ii), the term "Base
   Period Income" means an amount equal to the Executive's "annualized
   includible compensation for the base period" as defined in Section
   280G(d)(l) of the Code (or any successor provision).  For purposes of such
   opinion, the value of any noncash benefits or any deferred payment or
   benefit shall be determined by the Company's independent auditors in
   accordance with the principles of Sections 280G(d)(3) and (4) of the Code
   (or any successor provisions), which determination shall be evidenced in a
   certificate of such auditors addressed to the Company and the Executive. 
   Such opinion shall be dated as of the Termination Date and addressed to
   the Company and the Executive and shall be binding upon the Company and
   the Executive.  If such opinion determines that there would be an excess
   parachute payment, the Termination Payment hereunder or any other payment
   or benefit determined by such counsel to be includible in Total Payments
   shall be reduced or eliminated as specified by the Executive in writing
   delivered to the Company within thirty days of his receipt of such opinion
   or, if the Executive fails to so notify the Company, then as the Company
   shall reasonably determine, so that under the bases of calculations set
   forth in such opinion there will be no excess parachute payment.  If such
   legal counsel so requests in connection with the opinion required by this
   Section, the Executive and the Company shall obtain, at the Company's
   expense, and the legal counsel may rely on in providing the opinion, the
   advice of a firm of recognized executive compensation consultants as to
   the reasonableness of any item of compensation to be received by the
   Executive.  If the provisions of Sections 280G and 4999 of the Code (or
   any successor provisions) are repealed without succession, then this
   Section 9(b) (ii) shall be of no further force or effect.

        (iii) (A) If, notwithstanding the provisions of Subsection (ii) of
   this Section 9(b), but subject to paragraph (B), it is ultimately
   determined by a court or pursuant to a final determination by the Internal
   Revenue Service that any portion of Total Payments is subject to the tax
   (the "Excise Tax") imposed by Section 4999 of the Code (or any successor
   provision), the Company shall pay to the Executive an additional amount
   (the "Gross-Up Payment") such that the net amount retained by the
   Executive after deduction of any Excise Tax and any interest charges or
   penalties in respect of the imposition of such Excise Tax (but not any
   federal, state or local income tax) on the Total Payments, and any
   federal, state and local income tax and Excise Tax upon the payment
   provided for by this Subsection (iii), shall be equal to the Total
   Payments.  For purposes of determining the amount of the Gross-Up Payment,
   the Executive shall be deemed to pay federal income taxes at the highest
   marginal rate of federal income taxation in the calendar year in which the
   Gross-Up Payment is to be made and state and local income taxes at the
   highest marginal rates of taxation in the state and locality of the
   Executive's domicile for income tax purposes on the date the Gross-Up
   Payment is made, net of the maximum reduction in federal income taxes
   which could be obtained from deduction of such state and local taxes.

             (B)  If legislation is enacted that would require the Company's
   shareholders to approve this Agreement, prior to a Change in Control of
   the Company, due solely to the provision contained in paragraph (A) of
   this Subsection 9(b)(iii), then

             (1)  from and after such time as shareholder approval would
        be required, until shareholder approval is obtained as required
        by such legislation, paragraph (A) shall be of no force and
        effect;

             (2)  the Company and the Executive shall use their best
        efforts to consider and agree in writing upon an amendment to
        this Subsection 9(b) (iii) such that, as amended, this
        Subsection would provide the Executive with the benefits
        intended to be afforded to the Executive by paragraph (A)
        without requiring shareholder approval; and

             (3)  at the reasonable request of the Executive, the
        Company shall seek shareholder approval of this Agreement at the
        next annual meeting of shareholders of the Company.

             10.  Death.  (a) Except as provided in Section 10(b) hereof, in
   the event of a Covered Termination due to the Executive's death, the
   Executive's estate, heirs and beneficiaries shall receive all the
   Executive's Accrued Benefits through the Termination Date.

             (b)  In the event the Executive dies after a Notice of
   Termination is given (i) by the Company or (ii) by the Executive for Good
   Reason, the Executive's estate, heirs and beneficiaries shall be entitled
   to the benefits described in Section 10(a) hereof and, subject to the
   provisions of this Agreement, to such Termination Payment as the Executive
   would have been entitled to had the Executive lived.  For purposes of this
   Subsection 10(b), the Termination Date shall be the earlier of thirty days
   following the giving of the Notice of Termination, subject to extension
   pursuant to Section 1(m) hereof, or one day prior to the end of the
   Employment Period.

             11.  Retirement.  If, during the Employment Period, the
   Executive and the Company shall execute an agreement providing for the
   early retirement of the Executive from the Company, or the Executive shall
   otherwise give notice that he is voluntarily choosing to retire early from
   the Company, the Executive shall receive Accrued Benefits through the
   Termination Date; provided, that if the Executive's employment is
   terminated by the Executive for Good Reason or by the Company other than
   by reason of death, disability or Cause and the Executive also, in
   connection with such termination, elects voluntary early retirement, the
   Executive shall also be entitled to receive a Termination Payment pursuant
   to Section 8(a) hereof.

             12.  Termination for Disability.  If, during the Employment
   Period, as a result of the Executive's disability due to physical or
   mental illness or injury (regardless of whether such illness or injury is
   job-related), the Executive shall have been absent from the Executive's
   duties hereunder on a full-time basis for a period of six consecutive
   months and, within thirty days after the Company notifies the Executive in
   writing that it intends to terminate the Executive's employment (which
   notice shall not constitute the Notice of Termination contemplated below),
   the Executive shall not have returned to the performance of the
   Executive's duties hereunder on a full-time basis, the Company may
   terminate the Executive's employment for purposes of this Agreement
   pursuant to a Notice of Termination given in accordance with Section 13
   hereof.  If the Executive's employment is terminated on account of the
   Executive's disability in accordance with this Section, the Executive
   shall receive Accrued Benefits in accordance with Section 9(a) hereof and
   shall remain eligible for all benefits provided by any long term
   disability programs of the Company in effect at the time of such
   termination.

             13.  Termination Notice and Procedure.  Any Covered Termination
   by the Company or the Executive (other than a termination of the
   Executive's employment that is a Covered Termination by virtue of Section
   2(b) hereof) shall be communicated by written Notice of Termination to the
   Executive, if such Notice is given by the Company, and to the Company, if
   such Notice is given by the Executive, all in accordance with the
   following procedures and those set forth in Section 23 hereof:

             (a)  If such termination is for disability, Cause or Good
   Reason, the Notice of Termination shall indicate in reasonable detail the
   facts and circumstances alleged to provide a basis for such termination.

             (b)  Any Notice of Termination by the Company shall have been
   approved, prior to the giving thereof to the Executive, by a resolution
   duly adopted by a majority of the directors of the Company (or any
   successor corporation) then in office.

             (c)  If the Notice is given by the Executive for Good Reason,
   the Executive may cease performing his duties hereunder on or after the
   date fifteen days after the delivery of Notice of Termination and shall in
   any event cease employment on the Termination Date.  If the Notice is
   given by the Company, then the Executive may cease performing his duties
   hereunder on the date of receipt of the Notice of Termination, subject to
   the Executive's rights hereunder.

             (d)  The Executive shall have thirty days, or such longer period
   as the Company may determine to be appropriate, to cure any conduct or
   act, if curable, alleged to provide grounds for termination of the
   Executive's employment for Cause under this Agreement pursuant to
   Subsection 1(d) (iii) hereof.

             (e)  The recipient of any Notice of Termination shall personally
   deliver or mail in accordance with Section 23 hereof written notice of any
   dispute relating to such Notice of Termination to the party giving such
   Notice within fifteen days after receipt thereof; provided, however, that
   if the Executive's conduct or act alleged to provide grounds for
   termination by the Company for Cause is curable, then such period shall be
   thirty days.  After the expiration of such period, the contents of the
   Notice of Termination shall become final and not subject to dispute.

             14.  Further Obligations of the Executive.

             (a)  Competition.  The Executive agrees that, in the event of
   any Covered Termination where the Executive is entitled to Accrued
   Benefits and the Termination Payment, the Executive shall not, for a
   period expiring one year after the Termination Date, without the prior
   written approval of the Company's Board of Directors, participate in the
   management of, be employed by or own any business enterprise at a location
   within the United States that engages in substantial competition with the
   Company or its subsidiaries, where such enterprise's revenues from any
   competitive activities amount to 10% or more of such enterprise's net
   revenues and sales for its most recently completed fiscal year; provided,
   however, that nothing in this Section 14(a) shall prohibit the Executive
   from owning stock or other securities of a competitor amounting to less
   than five percent of the outstanding capital stock of such competitor.

             (b)  Confidentiality.  During and following the Executive's
   employment by the Company, the Executive shall hold in confidence and not
   directly or indirectly disclose or use or copy or make lists of any
   confidential information or proprietary data of the Company (including
   that of the Employer), except to the extent authorized in writing by the
   Board of Directors of the Company or required by any court or
   administrative agency, other than to an employee of the Company or a
   person to whom disclosure is reasonably necessary or appropriate in
   connection with the performance by the Executive of duties as an executive
   of the Company.  Confidential information shall not include any
   information known generally to the public or any information of a type not
   otherwise considered confidential by persons engaged in the same business
   or a business similar to that of the Company.  All records, files,
   documents and materials, or copies thereof, relating to the business of
   the Company which the Executive shall prepare, or use, or come into
   contact with, shall be and remain the sole property of the Company and
   shall be promptly returned to the Company upon termination of employment
   with the Company.

             15.  Expenses and Interest.  If, after a Change in Control of
   the Company, (i) a dispute arises with respect to the enforcement of the
   Executive's rights under this Agreement or (ii) any legal or arbitration
   proceeding shall be brought to enforce or interpret any provision
   contained herein or to recover damages for breach hereof, in either case
   so long as the Executive is not acting in bad faith, the Executive shall
   recover from the Company any reasonable attorneys' fees and necessary
   costs and disbursements incurred as a result of such dispute, legal or
   arbitration proceeding ("Expenses"), and prejudgment interest on any money
   judgment or arbitration award obtained by the Executive calculated at the
   rate of interest announced by Firstar Bank Milwaukee, National
   Association, Milwaukee, Wisconsin, from time to time as its prime or base
   lending rate from the date that payments to him should have been made
   under this Agreement.  Within ten days after the Executive's written
   request therefor, the Company shall pay to the Executive, or such other
   person or entity as the Executive may designate in writing to the Company,
   the Executive's reasonable Expenses in advance of the final disposition or
   conclusion of any such dispute, legal or arbitration proceeding.

             16.  Payment Obligations Absolute.  The Company's obligation
   during and after the Employment Period to pay the Executive the amounts
   and to make the benefit and other arrangements provided herein shall be
   absolute and unconditional and shall not be affected by any circumstances,
   including, without limitation, any setoff, counterclaim, recoupment,
   defense or other right which the Company may have against him or anyone
   else.  Except as provided in Section 15 of this Agreement, all amounts
   payable by the Company hereunder shall be paid without notice or demand.
   Each and every payment made hereunder by the Company shall be final, and
   the Company will not seek to recover all or any part of such payment from
   the Executive, or from whomsoever may be entitled thereto, for any reason
   whatsoever.

             17.  Successors.  (a) If the Company sells, assigns or transfers
   all or substantially all of its business and assets to any Person or if
   the Company merges into or consolidates or otherwise combines (where the
   Company does not survive such combination) with any Person (any such
   event, a "Sale of Business"), then the Company shall assign all of its
   right, title and interest in this Agreement as of the date of such event
   to such Person, and the Company shall cause such Person, by written
   agreement in form and substance reasonably satisfactory to the Executive,
   to expressly assume and agree to perform from and after the date of such
   assignment all of the terms, conditions and provisions imposed by this
   Agreement upon the Company.  Failure of the Company to obtain such
   agreement prior to the effective date of such Sale of Business shall be a
   breach of this Agreement constituting "Good Reason" hereunder, except that
   for purposes of implementing the foregoing the date upon which such Sale
   of Business becomes effective shall be deemed the Termination Date.  In
   case of such assignment by the Company and of assumption and agreement by
   such Person, as used in this Agreement, "Company" shall thereafter mean
   such Person which executes and delivers the agreement provided for in this
   Section 18 or which otherwise becomes bound by all the terms and
   provisions of this Agreement by operation of law, and this Agreement shall
   inure to the benefit of, and be enforceable by, such Person.  The
   Executive shall, in his discretion, be entitled to proceed against any or
   all of such Persons, any Person which theretofore was such a successor to
   the Company (as defined in the first paragraph of this Agreement) and the
   Company (as so defined) in any action to enforce any rights of the
   Executive hereunder.  Except as provided in this Subsection, this
   Agreement shall not be assignable by the Company.  This Agreement shall
   not be terminated by the voluntary or involuntary dissolution of the
   Company.

             (b)  This Agreement and all rights of the Executive shall inure
   to the benefit of and be enforceable by the Executive's personal or legal
   representatives, executors, administrators, heirs and beneficiaries.  All
   amounts payable to the Executive under Sections 7, 8, 9, 10, 11, 12 and 15
   hereof if the Executive had lived shall be paid, in the event of the
   Executive's death, to the Executive's estate, heirs and representatives;
   provided, however, that the foregoing shall not be construed to modify any
   terms of any benefit plan of the Company, as such terms are in effect on
   the date of the Change in Control of the Company, that expressly govern
   benefits under such plan in the event of the Executive's death.

             18.  Severability.  The provisions of this Agreement shall be
   regarded as divisible, and if any of said provisions or any part hereof
   are declared invalid or unenforceable by a court of competent
   jurisdiction, the validity and enforceability of the remainder of such
   provisions or parts hereof and the applicability thereof shall not be
   affected thereby.

             19.  Amendment.  This Agreement may not be amended or modified
   at any time except by written instrument executed by the Company and the
   Executive.

             20.  Withholding.  The Company shall be entitled to withhold
   from amounts to be paid to the Executive hereunder any federal, state or
   local withholding or other taxes or charges which it is from time to time
   required to withhold; provided, that the amount so withheld shall not
   exceed the minimum amount required to be withheld by law.  The Company
   shall be entitled to rely on an opinion of nationally recognized tax
   counsel if any question as to the amount or requirement of any such
   withholding shall arise.

             21.  Certain Rules of Construction.  No party shall be
   considered as being responsible for the drafting of this Agreement for the
   purpose of applying any rule construing ambiguities against the drafter or
   otherwise.  No draft of this Agreement shall be taken into account in
   construing this Agreement.  Any provision of this Agreement which requires
   an agreement in writing shall be deemed to require that the writing in
   question be signed by the Executive and an authorized representative of
   the Company.

             22.  Governing Law; Resolution of Disputes.  This Agreement and
   the rights and obligations hereunder shall be governed by and construed in
   accordance with the laws of the State of Wisconsin.  Any dispute arising
   out of this Agreement shall, at the Executive's election, be determined by
   arbitration under the rules of the American Arbitration Association then
   in effect (in which case both parties shall be bound by the arbitration
   award) or by litigation.  Whether the dispute is to be settled by
   arbitration or litigation, the venue for the arbitration or litigation
   shall be Madison, Wisconsin or, at the Executive's election, if the
   Executive is no longer residing or working in the Madison, Wisconsin
   metropolitan area, in the judicial district encompassing the city in which
   the Executive resides; provided, that, if the Executive is not then
   residing in the United States, the election of the Executive with respect
   to such venue shall be either Madison, Wisconsin or in the judicial
   district encompassing that city in the United States among the thirty
   cities having the largest population (as determined by the most recent
   United States Census data available at the Termination Date) which is
   closest to the Executive's residence.  The parties consent to personal
   jurisdiction in each trial court in the selected venue having subject
   matter jurisdiction notwithstanding their residence or situs, and each
   party irrevocably consents to service of process in the manner provided
   hereunder for the giving of notices.

             23.  Notice.  Notices given pursuant to this Agreement shall be
   in writing and, except as otherwise provided by Section 13(d) hereof,
   shall be deemed given when actually received by the Executive or actually
   received by the Company's Secretary or any officer of the Company other
   than the Executive.  If mailed, such notices shall be mailed by United
   States registered or certified mail, return receipt requested, addressee
   only, postage prepaid, if to the Company, to WPL Holdings, Inc.,
   Attention: Secretary (or President, if the Executive is then Secretary),
   222 West Washington Avenue, P.O. Box 2568, Madison, Wisconsin 53701-2568,
   or if to the Executive, at the address set forth below the Executive's
   signature to this Agreement, or to such other address as the party to be
   notified shall have theretofore given to the other party in writing.

             24.  No Waiver.  No waiver by either party at any time of any
   breach by the other party of, or compliance with, any condition or
   provision of this Agreement to be performed by the other party shall be
   deemed a waiver of similar or dissimilar provisions or conditions at the
   same time or any prior or subsequent time.

             25.  Headings.  The headings herein contained are for reference
   only and shall not affect the meaning or interpretation of any provision
   of this Agreement.

             IN WITNESS WHEREOF, the parties have executed this Agreement as
   of the day and year first above written.

                                 WPL HOLDINGS, INC.


                                 By:  _____________________________________
                                 Its: _____________________________________


                                 Attest:   ________________________________
                                 Its: _____________________________________



                                 EXECUTIVE:


                                 _____________________________________(SEAL)


                                 Address:                                    
                                                                             




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