WPL HOLDINGS INC
DEF 14A, 1994-03-29
ELECTRIC & OTHER SERVICES COMBINED
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<PAGE>
                            SCHEDULE 14A INFORMATION

                  Proxy Statement Pursuant to Section 14(a) of
                      the Securities Exchange Act of 1934

    Filed by the Registrant / /
    Filed by a Party other than the Registrant / /
    Check the appropriate box:
    / /  Preliminary Proxy Statement
    /X/  Definitive Proxy Statement
    / /  Definitive Additional Materials
    / /  Soliciting  Material  Pursuant  to  Section  240.14a-11(c)  or  Section
         240.142-12

                              WPL Holdings, Inc.
- --------------------------------------------------------------------------------
                (Name of Registrant as Specified In Its Charter)


- --------------------------------------------------------------------------------
                   (Name of Person(s) Filing Proxy Statement)

Payment of Filing Fee (Check the appropriate box):

/X/  $125 per Exchange Act Rules 0-11(c)(1)(ii), 14a-6(i)(1), or 14a-6(i)(2)
/ /  $500 per  each party  to  the controversy  pursuant  to Exchange  Act  Rule
     14a-6(i)(3)
/ /  Fee   computed  on   table  below   per  Exchange   Act  Rules  14a-6(i)(4)
     and 0-11
     1) Title of each class of securities to which transaction applies:


        ------------------------------------------------------------------------
     2) Aggregate number of securities to which transaction applies:


        ------------------------------------------------------------------------
     3) Per unit  price  or  other  underlying  value  of  transaction
        computed pursuant to Exchange Act Rule 0-11:*


        ------------------------------------------------------------------------
     4) Proposed maximum aggregate value of transaction:


        ------------------------------------------------------------------------
*    Set forth the amount on which the filing fee is calculated and state how it
     was determined.
/ /  Check box if any part of the fee is offset as provided by Exchange Act Rule
     0-11(a)(2)  and identify the  filing for which the  offsetting fee was paid
     previously. Identify the previous filing by registration statement  number,
     or the Form or Schedule and the date of its filing.

     1) Amount Previously Paid:


        ------------------------------------------------------------------------
     2) Form, Schedule or Registration Statement No.:


        ------------------------------------------------------------------------
     3) Filing Party:


        ------------------------------------------------------------------------
     4) Date Filed:


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



<PAGE>
                                     [LOGO]

                               WPL HOLDINGS, INC.

           222 WEST WASHINGTON AVENUE    P. O. BOX 2568    MADISON WI
                       53701-2568    PHONE: 608/252-4888

                                 MARCH 29, 1994

TO THE OWNERS OF WPL HOLDINGS, INC.:

    We  extend a cordial invitation to you to join us at the 1994 Annual Meeting
of Shareowners. The meeting will be held at the Dane County Coliseum, 1881  Expo
Mall,  Madison, Wisconsin,  on May 18,  1994, directly following  the 10:00 a.m.
Annual Meeting of Shareowners of Wisconsin Power and Light Company. To help with
directions, a map showing the location of  the meeting site is on the last  page
of  this document. Parking will be available at no cost. If you plan to join us,
please indicate  the names  of the  individuals  who will  be attending  on  the
enclosed proxy card reservation form.

    WPL  Holdings,  Inc. (the  Company) and  Wisconsin  Power and  Light Company
(WP&L), a  subsidiary  of  the  Company, will  be  holding  separate  shareowner
meetings.  If you are a shareowner of  the Company and a preferred shareowner of
Wisconsin Power and Light, you will  receive two Notices of Annual Meetings  and
Proxy  Statements  and two  proxy  cards, one  for each  company.  If you  are a
shareowner of both companies,  you will have  to return BOTH  cards to vote  all
your shares.

    The  enclosed Notice  of Annual Meeting  and Proxy Statement  sets forth the
items to  be considered  at  the meeting  of the  Company.  There will  also  be
informative  reports  on  the  affairs  of  the  Company,  WP&L,  and  Heartland
Development Corporation, after which shareowners  will be given the  opportunity
to  ask  questions and  make  comments. A  lunch  will be  served  following the
meeting.

    It is important to your interests, and  also is helpful to the directors  of
the  Company, that  all shareowners participate  in the affairs  of the Company,
regardless of the number of shares owned. Whether or not you plan to attend  the
meeting,  please sign  and date  the enclosed  proxy card  and return  it in the
postage paid envelope. You may, of course,  still vote your shares in person  at
the meeting even if you have previously returned your proxy.

    Your participation in person or by proxy is very important.

                                          Sincerely,

                                          ERROLL B. DAVIS, JR.
                                          PRESIDENT AND CHIEF EXECUTIVE OFFICER
<PAGE>
                               WPL HOLDINGS, INC.
                         ANNUAL MEETING OF SHAREOWNERS

           DATE:  MAY 18, 1994
           TIME:  DIRECTLY FOLLOWING THE 10:00 a.m. ANNUAL MEETING OF
                  SHAREOWNERS OF WISCONSIN POWER AND LIGHT COMPANY

           LOCATION:  Dane County Coliseum
                          (See map printed on the
                          last page of the Proxy Statement)
                         SHAREOWNER INFORMATION NUMBERS

              LOCAL CALLS (MADISON AREA) ................ 252-3110

              TOLL FREE NUMBER .................... 1-800-356-5343
<PAGE>
                                     [LOGO]

                               WPL HOLDINGS, INC.

222 WEST WASHINGTON AVENUE    P. O. BOX 2568    MADISON WI 53701-2568    PHONE:
                                  608/252-4888

                    NOTICE OF ANNUAL MEETING OF SHAREOWNERS
        DIRECTLY FOLLOWING THE 10:00 A.M. ANNUAL MEETING OF SHAREOWNERS
               OF WISCONSIN POWER AND LIGHT COMPANY, MAY 18, 1994

    The  Annual Meeting of Shareowners of  WPL Holdings, Inc. (the Company) will
be held at the Dane County Coliseum, 1881 Expo Mall, Madison, Wisconsin, on  May
18,  1994,  directly following  the 10:00  a.m., local  time, Annual  Meeting of
Shareowners of Wisconsin Power and Light Company, for the following purposes:

    (1) To elect a total of eight directors, four for terms expiring at the 1997
       Annual Meeting of Shareowners, two for terms expiring at the 1996  Annual
       Meeting  of Shareowners,  and two for  terms expiring at  the 1995 Annual
       Meeting of Shareowners.

    (2) To  appoint  Arthur Andersen  &  Co.  as independent  auditors  for  the
       calendar year 1994.

    (3)  To consider and  vote upon a  proposal to adopt  the WPL Holdings, Inc.
       Long-Term Equity Incentive Plan.

    (4) To  consider and  act upon  any other  business that  may properly  come
       before the meeting.

    The  Board of Directors of the Company  presently knows of no other business
to come before the meeting.

    Only the holders of common  stock of record on the  books of the Company  at
the  close of business on  March 22, 1994, are entitled  to vote at the meeting.
All such shareowners are requested to be present at the meeting in person or  by
proxy, so that the presence of a quorum may be assured.

    PLEASE  SIGN AND RETURN  YOUR PROXY IMMEDIATELY. IF  YOU ATTEND THE MEETING,
YOU MAY WITHDRAW YOUR  PROXY AT THE  REGISTRATION DESK AND  VOTE IN PERSON.  ALL
SHAREOWNERS ARE URGED TO RETURN THEIR PROXIES PROMPTLY.

    Your  proxy covers all  of your shares  of common stock  of the Company. For
present or past employees of the  Company or Wisconsin Power and Light  Company,
your  proxy  includes  any shares  held  for  your account  under  the Company's
Dividend Reinvestment and Stock  Purchase Plan or credited  to an account  under
the  Wisconsin Power and Light Company Employee Stock Ownership Plan. For shares
credited to an account  under the Wisconsin Power  and Light Company  Employees'
Retirement  Savings  Plans (formerly  called Employees'  Long Range  Savings and
Investment Plans), you will receive  a form of proxy  from the trustee of  those
plans.
<PAGE>
    A copy of the 1993 Annual Report of the Company is enclosed.

                                          By Order of the Board of Directors,

                                          EDWARD M. GLEASON
                                          VICE PRESIDENT, TREASURER AND
                                          CORPORATE SECRETARY
                                          WPL Holdings, Inc.
March 29, 1994
<PAGE>
                                     [LOGO]

                               WPL HOLDINGS, INC.

222 WEST WASHINGTON AVENUE    P. O. BOX 2568    MADISON WI 53701-2568    PHONE:
                                  608/252-4888

                                 MARCH 29, 1994
                            ------------------------

                          PROXY STATEMENT RELATING TO
                       1994 ANNUAL MEETING OF SHAREOWNERS

    The  purposes of the meeting  are set forth in  the accompanying notice. The
enclosed proxy relating to the  meeting is solicited on  behalf of the Board  of
Directors  of the Company and the cost of such solicitation will be borne by the
Company. Following the original solicitation of proxies by mail, beginning on or
about March  29, 1994,  certain of  the officers  and regular  employees of  the
Company  may solicit proxies  by telephone, telegraph or  in person, but without
extra compensation. The Company will pay to banks, brokers, nominees, and  other
fiduciaries,  their reasonable charges  and expenses incurred  in forwarding the
proxy material to their principals.

    The Company  is the  parent holding  company of  Wisconsin Power  and  Light
Company (WP&L) and Heartland Development Corporation (HDC).

    THE  COMPANY WILL FURNISH WITHOUT CHARGE, TO EACH SHAREOWNER WHO IS ENTITLED
TO VOTE AT THE MEETING AND WHO MAKES A WRITTEN REQUEST, A COPY OF THE  COMPANY'S
ANNUAL  REPORT ON FORM 10-K (NOT  INCLUDING EXHIBITS THERETO), AS FILED PURSUANT
TO THE  SECURITIES EXCHANGE  ACT OF  1934. WRITTEN  REQUESTS FOR  THE FORM  10-K
SHOULD BE MAILED TO THE CORPORATE SECRETARY AT THE ADDRESS STATED ABOVE.

                      REORGANIZATION OF BOARD OF DIRECTORS

    In  February 1994, the Board of Directors  of the Company determined that it
was desirable to have common nonmanagement board membership for the Company  and
its  principle subsidiaries, WP&L and HDC.  Consequently, the Board of Directors
of the  Company created  five new  positions on  the Board  of the  Company  and
appointed  those members  of the  WP&L Board of  Directors who  were not already
members of  the Board  of  the Company  to fill  the  new vacancies.  The  newly
appointed  members of the Board of the  Company were appointed to the same class
as held on the  Board of WP&L  as it relates  to the duration  of their term  of
office.  Similar changes were made in the composition of the Boards of Directors
of WP&L and HDC so that after the reorganization the nonmanagement membership of
the Board of the Company and the Boards of WP&L and HDC were identical.
<PAGE>
                                  PROPOSAL #1:
                             ELECTION OF DIRECTORS

    Eight directors  are to  be elected  at the  meeting. Les  Aspin, Erroll  B.
Davis,  Jr., Milton E. Neshek and Carol T. Toussaint are nominees to hold office
for a term expiring at the 1997 Annual Meeting of Shareowners of the Company  or
until  successors have been  duly elected and qualified.  Katharine C. Lyall and
Henry F. Scheig  are nominees to  hold office for  a term expiring  at the  1996
Annual  Meeting of Shareowners of the Company or until successors have been duly
elected and qualified. L.  David Carley and Donald  R. Haldeman are nominees  to
hold  office for a  term expiring at  the 1995 Annual  Meeting of Shareowners or
until successors have been duly elected and qualified.

    Directors will be elected by  a plurality of the  votes cast at the  meeting
(assuming  a  quorum is  present).  Consequently, any  shares  not voted  at the
meeting, whether due to abstentions, broker nonvotes or otherwise, will have  no
impact  on the election of  directors. The proxies solicited  may be voted for a
substitute nominee or nominees in  the event that any  of the nominees shall  be
unable  to  serve, or  for good  reason will  not serve,  a contingency  not now
anticipated.

    Brief biographies of the director nominees and continuing directors  follow.
These  biographies include their age (as of March 15, 1994), an account of their
business experience, and the names  of publicly-held corporations of which  they
are  also directors. Except as otherwise  indicated, each nominee and continuing
director has been engaged in his or her present occupation for at least the past
five years.

                                    NOMINEES

     [PHOTO]
LES ASPIN

                       Age: 55

                       Served as Director since: February 1994

                       Annual Meeting  at which  nominated term  of office  will
                       expire: 1997

OTHER  INFORMATION:   Mr. Aspin served  as Secretary of  Defense under President
Clinton from  January 1993  to February  1994. Prior  to becoming  Secretary  of
Defense, Mr. Aspin served as Chairman of the House Armed Services Committee from
1985  to 1993. Mr. Aspin was a member of the U. S. House of Representatives from
1970 to  1993.  Mr. Aspin  is  also the  founder  of the  Wisconsin  Procurement
Institute,  a  not-for-profit  organization which  assists  small  businesses in
developing business relationships  with the  Federal Government.  Mr. Aspin  has
served as a director of WP&L since February 1994.

                                       2
<PAGE>
     [PHOTO]
L. DAVID CARLEY
                       Principal  occupation:  Consultant  to  institutions  and
                         associations in higher  education and health  delivery;
                         financial advisor to small businesses.

                       Age: 65

                       Served as director since: February 1994

                       Annual  Meeting at  which nominated  term of  office will
                       expire: 1995

OTHER INFORMATION:  Mr.  Carley has served  as a director of  WP&L from 1975  to
1977,  and again since  1983. He is  also a trustee  of the Kennedy Presidential
Library, and is a former  trustee of Kalamazoo College. He  is a past member  of
the  Board of Regents of the University of Wisconsin System, is a past president
of the  National  Association of  Public  Television  Stations, and  is  a  past
president of the Medical College of Wisconsin.

     [PHOTO]
ERROLL B. DAVIS,
JR.
                       Principal   occupation:  President  and  Chief  Executive
                         Officer of the Company;  President and Chief  Executive
                         Officer of WP&L; Chairman of the Board of HDC.

                       Age: 49

                       Served as director since: May 1982

                       Annual  Meeting at  which nominated  term of  office will
                       expire: 1997

OTHER INFORMATION:  Mr.  Davis was elected president  of the Company in  January
1990,  and  was elected  president and  chief executive  officer of  the Company
effective July 1, 1990. He  has served as a director  of WP&L since April  1984.
Mr.  Davis joined WP&L in August 1978 and was elected president in July 1987. He
was elected to  his current position  with WP&L  in August 1988.  Mr. Davis  was
elected  chairman of  the board of  HDC effective July  1, 1990. Mr.  Davis is a
member of the  Board of  Regents of  the University  of Wisconsin  System and  a
member  of the Carnegie Mellon University Board of Trustees. He is a director of
the American Gas  Association; Amoco Oil  Company; Competitive Wisconsin,  Inc.;
Sentry   Insurance  Company   (a  mutual   company);  the   Wisconsin  Utilities
Association;  and  director   and  chair   of  the   Wisconsin  Association   of
Manufacturers and Commerce.

                                       3
<PAGE>
     [PHOTO]
DONALD R. HALDEMAN
                       Principal  occupation: Executive Vice President and Chief
                         Executive Officer, Rural Insurance Companies (a  mutual
                         group), Madison, Wisconsin.

                       Age: 57

                       Served as director since: February 1994

                       Annual  Meeting at  which nominated  term of  office will
                       expire: 1995

OTHER INFORMATION:  Mr. Haldeman has served as a director of Wisconsin Power and
Light Company since July  1985. Mr. Haldeman is  also a director of  Competitive
Wisconsin,  Inc., a member  of the board  and chairman of  the Natural Resources
Foundation of Wisconsin, Inc. He  is a member of the  Board of Visitors for  the
University of Wisconsin-Madison School of Veterinary Medicine.

     [PHOTO]
KATHARINE C. LYALL
                       Principal  occupation: President, University of Wisconsin
                         System, Madison, Wisconsin.

                       Age: 52

                       Served as director since: February 1994

                       Annual Meeting  at which  nominated term  of office  will
                       expire: 1996

OTHER  INFORMATION:   Ms. Lyall  has served  as President  of the  University of
Wisconsin System since April  1992. Prior to becoming  President, she served  as
Executive  Vice President of  the University of Wisconsin  System. Ms. Lyall has
served as a director of WP&L since October 1986. She also serves on the Board of
Directors of the Kemper National Insurance Companies and the Carnegie Foundation
for the Advancement of Teaching.  She is a member  of a variety of  professional
and  community organizations,  including the American  Economic Association; the
Association  of  American  Universities  (currently  serving  on  the  Executive
Committee);  the Wisconsin Academy  of Sciences, Arts  and Letters; the American
Red Cross (Dane County); Competitive Wisconsin, Inc.; and Forward Wisconsin.  In
addition  to her administrative position, she is a professor of economics at the
University of Wisconsin-Madison.

                                       4
<PAGE>
     [PHOTO]
MILTON E. NESHEK
                       Principal occupation: President, Chief Executive  Officer
                         and Director of the law firm of Godfrey, Neshek, Worth,
                         and  Leibsle, S.C.,  Elkhorn, Wisconsin;  and Director,
                         General Counsel, Assistant  Secretary and Manager,  New
                         Market   Development,  Kikkoman  Foods,  Inc.  (a  food
                         products manufacturer), Walworth, Wisconsin.

                       Age: 63

                       Served as director since: December 1986

                       Annual Meeting  at which  nominated term  of office  will
                       expire: 1997

OTHER  INFORMATION:  Mr. Neshek has served  as a director of WP&L since November
1984. He is  also a director  of Heartland Properties,  Inc. and Capital  Square
Financial  Corporation, both subsidiaries  of Heartland Development Corporation;
Friends of  Milwaukee Public  Museum; Midwest  U.S.-Japan Association;  Regional
Transportation Authority (for southeast Wisconsin); the Wisconsin Association of
Manufacturers  and Commerce;  and Wisconsin-Chiba,  Inc. He  is a  fellow in the
American College of Probate Counsel. Mr. Neshek is active in the Walworth County
Bar Association,  the  State  Bar  of Wisconsin,  and  the  American  Judicature
Society.

     [PHOTO]
HENRY F. SCHEIG
                       Principal   occupation:  Chairman   of  the   Board,  Aid
                         Association  for   Lutherans   (a   fraternal   benefit
                         society), Appleton, Wisconsin.

                       Age: 69

                       Served as director since: February 1994

                       Annual  Meeting at  which nominated  term of  office will
                       expire: 1996

OTHER INFORMATION:  Mr. Scheig has served as a director of WP&L since July 1980.
He is also  a director of  Aid Association for  Lutherans and a  Trustee of  AAL
Mutual  Funds. Mr. Scheig is past president of the Bay Lakes Council, Boy Scouts
of America.

                                       5
<PAGE>
     [PHOTO]
CAROL T. TOUSSAINT
                       Principal occupation: Consultant

                       Age: 64

                       Served as director since: February 1994

                       Annual Meeting  at which  nominated term  of office  will
                       expire: 1997

OTHER INFORMATION:  Mrs. Toussaint has served as a director of WP&L since August
1976.  She is an independent consultant  on board organization, fund development
and public relations, working primarily with nonprofit organizations. She is the
owner of Vantage Point,  a lecture program business,  and an Associate of  Kolbe
Concepts,  Inc., a management consulting firm. She  is an active member and past
chair of the Utility Women's Conference  (a national organization open to  women
serving  as directors  or officers of  investor-owned electric,  gas, water, and
telephone companies). She  is immediate  past president  of the  Rotary Club  of
Madison,   and  a  director  of  the  Evjue  Foundation;  Madison  Civic  Center
Foundation; Madison Community Foundation; Wisconsin History Foundation; and  the
Wisconsin Taxpayers Alliance. At the University of Wisconsin-Madison, she serves
as a director of the University Research Park, a member of the Board of Visitors
of the School of Business, a member of the Alumni Association Cabinet 99, and on
the  Council on  Women's Giving  of the  Bascom Hill  Society of  the University
Foundation.

    THE BOARD OF  DIRECTORS RECOMMENDS  THE FOREGOING NOMINEES  FOR ELECTION  AS
DIRECTORS AND URGES EACH SHAREOWNER TO VOTE "FOR" ALL NOMINEES. SHARES OF COMMON
STOCK  REPRESENTED  BY EXECUTED  BUT UNMARKED  PROXIES WILL  BE VOTED  "FOR" ALL
NOMINEES.

                              CONTINUING DIRECTORS

     [PHOTO]
ROCKNE G. FLOWERS
                       Principal occupation:  President and  Director of  Nelson
                         Industries,   Inc.   (a  muffler,   filter,  industrial
                         silencer,  and  active  sound  and  vibration   control
                         technology    and   manufacturing   firm),   Stoughton,
                         Wisconsin.

                       Age: 62

                       Served as director since: April 1981

                       Annual Meeting  at  which  current term  of  office  will
                       expire: 1996

OTHER  INFORMATION:  Mr. Flowers has served as a director of WP&L since February
1994. He also served  as a director of  WP&L from April 1979  to July 1990.  Mr.
Flowers  is also a director of RMT,  Inc., a subsidiary of Heartland Development
Corporation;  Digisonix,  Inc.;  American   Family  Mutual  Insurance   Company;
Janesville  Sand and Gravel Company; M&I  Madison Bank; Meriter Health Services,
Inc.; Meriter  Hospital; and  the Wisconsin  History Foundation.  He is  also  a
member  of  the  University of  Wisconsin-Madison  School of  Business  Board of
Visitors, and the Wisconsin Judicial Commission.

                                       6
<PAGE>
     [PHOTO]
ARNOLD M. NEMIROW
                       Principal occupation: President, Chief Executive  Officer
                         and  Director, Wausau  Paper Mills Company  (a pulp and
                         paper manufacturer), Wausau, Wisconsin.

                       Age: 50

                       Served as director since: February 1991

                       Annual Meeting  at  which  current term  of  office  will
                       expire: 1995

OTHER  INFORMATION:  Mr. Nemirow has served as a director of WP&L since February
1994. Mr. Nemirow  is also  a director of  Community Health  Care, Inc.  (Wausau
Hospital);  Competitive Wisconsin,  Inc.; M  & I  First American  National Bank,
Wausau;  Leadership  Wausau;   Leigh  Yawkey  Woodson   Art  Museum;   Wisconsin
Association  of Manufacturers and  Commerce, Inc. (Vice  Chair); Wisconsin Paper
Council Executive Committee; and the Wausau YMCA Foundation. He is also a member
of the New York Bar.

     [PHOTO]
HENRY C. PRANGE
                       Principal occupation:  Director and  Retired Chairman  of
                         the  Board, H. C. Prange Company (retail stores), Green
                         Bay, Wisconsin.

                       Age: 66

                       Served as director since: December 1986

                       Annual Meeting  at  which  current term  of  office  will
                       expire: 1996

OTHER  INFORMATION:  Mr. Prange has served  as a director of WP&L since December
1965. Mr. Prange  is also  a director of  H. C.  Prange Company, and  is a  past
director of Frederick Atkins, Inc.

     [PHOTO]
JUDITH D. PYLE
                       Principal   occupation:  Vice   Chair  and   Senior  Vice
                         President of Corporate Marketing of Rayovac Corporation
                         (a  battery   and  lighting   products   manufacturer),
                         Madison, Wisconsin.

                       Age: 50

                       Served as a director since: May 1992

                       Annual  Meeting  at  which current  term  of  office will
                       expire: 1995

OTHER INFORMATION:  Ms.  Pyle has served  as a director  of WP&L since  February
1994.  Ms. Pyle is also a  director of Rayovac Corporation, Firstar Corporation,
Oshkosh B'Gosh, and H. C. Prange Company. She  is also a member of the Board  of
Visitors  at the University  of Wisconsin School  of Business and  the School of
Family Resources and Consumer Sciences. Further, Ms. Pyle is a former member  of
Boards  of  Directors of  the United  Way Foundation,  the Madison  Civic Center
Foundation, the  Wisconsin Special  Olympics, and  is a  former trustee  of  the
Madison Civic Center.

                                       7
<PAGE>
               MEETINGS OF THE BOARD AND COMMITTEES OF THE BOARD

    The  Board of Directors has standing  Audit, Compensation and Personnel, and
Nominating Committees.  A  description  of  the duties  of  each  committee  and
meetings held during 1993 follows.

AUDIT COMMITTEE

    During  1993, the Audit Committee consisted  of all nonmanagement members of
the Board and was  chaired by Mr.  Flowers. The committee  held two meetings  in
1993.  Beginning in February 1994, the committee was reconstituted to consist of
L. D. Carley,  R. G.  Flowers, D. R.  Haldeman, H.  F. Scheig, and  K. C.  Lyall
(Chair). The committee recommends to the shareowners the independent auditors to
be  elected;  reviews  the reports  and  comments of  the  independent auditors;
reviews the activities and reports of  the Company's internal audit staff;  and,
in  response to the  reports and comments  of both the  independent auditors and
internal auditors, recommends to the Board any action which the Audit  Committee
considers appropriate.

COMPENSATION AND PERSONNEL COMMITTEE

    During  1993,  the Compensation  and  Personnel Committee  consisted  of all
directors who are not and have never been officers, employees, or legal  counsel
of  the Company and was chaired by Mr. Neshek. The committee held three meetings
in 1993. Beginning in February 1994, the committee was reconstituted to  consist
of  A. M. Nemirow,  M. E. Neshek  (Chair), H. C.  Prange, J. D.  Pyle, and C. T.
Toussaint.  The  committee  sets  executive  compensation  policy;  reviews  the
performance  of and approves salaries for  officers and certain other management
personnel; reviews and recommends to the  Board new or changed employee  benefit
plans;  reviews major provisions of negotiated employment contracts, if any; and
reviews human resource development programs.

NOMINATING COMMITTEE

    During 1993, the Nominating Committee consisted of E. B. Davis, Jr. (Chair),
A. M. Nemirow, and James  R. Underkofler, who is retiring  as a director of  the
Company  effective at the 1994 Annual Meeting. The committee held one meeting in
1993. Beginning in February 1994, the committee was reconstituted to consist  of
R. G. Flowers, K. C. Lyall, A. M. Nemirow (Chair), H. C. Prange, and J. D. Pyle.
The  committee's responsibilities include making recommendations to the Board of
Directors for nominees for election to  the Board. In making recommendations  of
nominees  for  election to  the Board,  the  Nominating Committee  will consider
nominees  recommended  by  shareowners.  Any   shareowner  wishing  to  make   a
recommendation should write the Chief Executive Officer of the Company, who will
forward all recommendations to the Nominating Committee.

    The  Board  of  Directors  held eleven  meetings  during  1993.  No director
attended fewer than 94 percent of the aggregate number of meetings of the  Board
and committees of the Board on which such director served.

COMPENSATION OF DIRECTORS

    No  fees are paid to directors who are officers of the Company and/or any of
its subsidiaries (presently  Mr. Davis). Nonmanagement  directors, who serve  on
the Boards of the Company, WP&L, and HDC, receive an annual retainer of $32,800.
Travel  expenses  are  paid for  each  meeting day  attended.  All nonmanagement
directors also received  a 25  percent Company matching  contribution in  common
stock  for limited optional cash purchases of the Company's common stock through
the Company's Dividend Reinvestment

                                       8
<PAGE>
and Stock Purchase Plan. Matching contributions  for calendar year 1993 were  as
follows: Rockne G. Flowers, $3,125; Arnold M. Nemirow, $2,500; Milton E. Neshek,
$2,500;  Henry  C.  Prange,  $2,500;  Judith  D.  Pyle,  $3,282;  and  James  R.
Underkofler, $3,288.

    DIRECTOR'S CHARITABLE AWARD  PROGRAM. In 1993,  the Company established  the
Director's  Charitable Award Program. The purpose of the Program is to recognize
the interest of the Company and its directors in supporting worthy institutions,
and enhance the Company's director benefit  program so that the Company is  able
to  continue to attract and  retain directors of the  highest caliber. Under the
Program, when a director dies,  the Company will donate  a total of $500,000  to
one  qualified charitable organization, or divide that amount among a maximum of
four qualified charitable  organizations, selected by  the individual  director.
The  individual  director derives  no financial  benefit  from the  Program. All
deductions for  charitable  contributions are  taken  by the  Company,  and  the
donations  are  funded by  the Company  through life  insurance policies  on the
directors. Over the life of the Program, all costs of donations and premiums  on
the  life insurance policies, including a return of the Company's cost of funds,
will be recovered through life insurance proceeds on the directors. The Program,
over its life, will not result in any material cost to the Company.

    DIRECTOR'S LIFE  INSURANCE PROGRAM.  The  Company maintains  a  split-dollar
Director's  Life Insurance  Program for  nonemployee directors  which provides a
maximum  death  benefit  of  $500,000  to  each  eligible  director.  Under  the
split-dollar arrangement, directors are provided a death benefit only and do not
have  any interest in the cash value of the policies. The Life Insurance Program
is structured to  pay a portion  of the total  death benefit to  the Company  to
reimburse  the Company for all  costs of the program,  including a return on its
funds. The  Life  Insurance Program,  over  its life,  will  not result  in  any
material cost to the Company.

                                       9
<PAGE>
                         OWNERSHIP OF VOTING SECURITIES

    Listed  in the following table are the  shares of the Company's common stock
owned by the executive officers listed in the Summary Compensation Table and all
directors of the Company, as well as the number of shares owned by directors and
officers as  a group.  To the  Company's knowledge,  no shareowner  beneficially
owned  5 percent  of the  Company's outstanding common  stock as  of January 31,
1994.

<TABLE>
<CAPTION>
                                                                                                         SHARES
                                                                                                      BENEFICIALLY
NAME OF BENEFICIAL OWNER                                                                                OWNED(1)
- ----------------------------------------------------------------------------------------------------  ------------
<S>                                                                                                   <C>
Executives(2)
  Lance W. Ahearn...................................................................................        831(3)
  William D. Harvey.................................................................................      4,458(4)
  James E. Johnson..................................................................................      1,063
  Eliot G. Protsch..................................................................................      3,419(4)
Director Nominees
  Les Aspin.........................................................................................        426(6)
  L. David Carley...................................................................................      2,339
  Erroll B. Davis, Jr...............................................................................      6,584(4)
  Donald R. Haldeman................................................................................      2,205
  Katharine C. Lyall................................................................................      2,524
  Milton E. Neshek..................................................................................      7,770
  Henry F. Scheig...................................................................................      3,192
  Carol T. Toussaint................................................................................      6,680
Continuing Directors
  Rockne G. Flowers.................................................................................      5,901
  Arnold M. Nemirow.................................................................................      4,782
  Henry C. Prange...................................................................................      6,293(4)
  Judith D. Pyle....................................................................................      2,419
Retiring Director
  James R. Underkofler..............................................................................     19,708(5)
All Executives and Directors as a Group
  32 people, including those listed above...........................................................    113,458
<FN>
- ---------
(1)   Total shares of Company  common stock outstanding as  of January 31,  1994
      were   30,441,027.   All   individual  executives   and   directors  owned
      beneficially less than one  percent of the  total outstanding shares.  All
      executives and directors as a group own beneficially less than one percent
      of total outstanding shares.
(2)   Stock ownership for Mr. Davis is shown with director nominees.
(3)   Mr.  Ahearn  has been  awarded  5 shares  of  restricted HDC  common stock
      pursuant to an employment agreement with HDC.
</TABLE>

                                       10
<PAGE>
<TABLE>
<S>   <C>
(4)   Included in the beneficially owned shares shown are the following indirect
      ownership  interests  with  shared  voting  and  investment  powers:   Mr.
      Harvey--1,365; Mr. Protsch--271; Mr. Davis--3,882; and Mr.Prange--248.
(5)   Mr.  Underkofler  will retire  effective on  the date  of the  1994 Annual
      Meeting of Shareowners.
(6)   Mr. Aspin  owned  no shares  of  Company stock  as  of January  31,  1994.
      However,  Mr. Aspin was a shareowner at the time of his appointment to the
      board in February 1994. As of March  25, 1994, Mr. Aspin owned 426  shares
      of Company common stock.
</TABLE>

                       COMPENSATION OF EXECUTIVE OFFICERS

    The  following Summary Compensation Table  sets forth the total compensation
paid by the Company and its subsidiaries for all services rendered during  1993,
1992,  and 1991 for the  Chief Executive Officer and  the four other most highly
compensated executive officers of  the Company or  its subsidiaries who  perform
policy making functions for the Company.

                           SUMMARY COMPENSATION TABLE
                                   (DOLLARS)

<TABLE>
<CAPTION>
                                                                            RESTRICTED
                                                           OTHER ANNUAL       STOCK            ALL OTHER
NAME AND PRINCIPAL POSITION     YEAR  SALARY    BONUS   COMPENSATION(1)(2)  AWARDS(3)      COMPENSATION(1)(4)
- ------------------------------  ----  -------  -------  ------------------  ----------     ------------------
<S>                             <C>   <C>      <C>      <C>                 <C>            <C>
Erroll B. Davis, Jr...........  1993  418,000  115,796          10,262              0              65,320
President and CEO--             1992  396,919   82,914          10,675              0              67,166
WPL Holdings, Inc.              1991  300,000        0                              0
Lance W. Ahearn...............  1993  178,500   84,609               0              0               3,570
President and CEO--             1992  170,000   88,400               0              0               2,833
Heartland                       1991  157,500        0                        840,970 (3)
Development Corp.
William D. Harvey.............  1993  163,846   42,104           4,152              0              29,119
Senior Vice                     1992  143,991   24,119           4,321              0              21,692
President--WP&L                 1991  139,128        0                              0
James E. Johnson..............  1993  158,250   35,068           6,913              0              33,705
Senior Vice                     1992  137,383   24,870           8,684              0              40,152
President--WP&L                 1991  126,000        0                              0
Eliot G. Protsch..............  1993  157,549   42,104           3,194              0              15,371
Senior Vice                     1992  131,162   23,565           3,163              0              14,974
President--WP&L                 1991  125,713        0                              0
<FN>
- ---------
(1)   In  accordance with  the rules of  the Securities  and Exchange Commission
      (SEC),  the  amounts   for  Other  Annual   Compensation  and  All   Other
      Compensation are first reported for 1992.
(2)   Consists of income tax gross-ups for reverse split-dollar life insurance.
</TABLE>

                                       11
<PAGE>

<TABLE>
<S>   <C>
(3)   Restricted  stock awards to Mr.  Ahearn consist of 5  shares of HDC common
      stock which  had an  estimated value  of $864,730  at December  31,  1993.
      Dividends are not paid on Mr. Ahearn's restricted stock. These shares have
      vested  at a  rate of 1.25  shares per  year. The final  portion vested on
      January 1,  1994. These  shares are  subject to  transfer restrictions  in
      accordance with an agreement between HDC and Mr. Ahearn. HDC has loaned to
      Mr. Ahearn an amount of $328,416 which equals the income taxes withheld in
      connection  with  shares vested  as of  December 31,  1993. Mr.  Ahearn is
      charged interest on the loan at the prime rate.
(4)   All Other  Compensation  for  1993 consists  of:  vacation  buy-back,  Mr.
      Davis--$9,646, Mr. Harvey-- $5,116; matching contributions to 401(k) plan,
      Mr.   Davis--$6,415,   Mr.  Ahearn--$3,570,   Mr.  Harvey--   $7,214,  Mr.
      Johnson--$3,800 and  Mr.  Protsch--$2,249;  split  dollar  life  insurance
      premiums, Mr. Davis--$32,466, Mr. Harvey--$9,994, Mr. Johnson--$18,592 and
      Mr.   Protsch--$7,895;   reverse   split   dollar   life   insurance,  Mr.
      Davis--$16,793,  Mr.   Harvey--$6,795,   Mr.  Johnson--$11,313   and   Mr.
      Protsch--$5,227.  The  split  dollar and  reverse  split  dollar insurance
      premiums are calculated using the "foregone interest" method.
</TABLE>

    RETIREMENT PLAN.  Salaried employees  (including officers)  of the  Company,
WP&L,  and HDC corporate staff are eligible  to participate in a Retirement Plan
maintained by WP&L. Mr. Ahearn is not  eligible to participate in the plan.  All
eligible  persons  whose  compensation  is  reported  in  the  foregoing Summary
Compensation Table participated in  the plan during  1993. Contributions to  the
plan are determined actuarially, computed on a straight-life, annuity basis, and
cannot  be readily calculated as applied  to any individual participant or small
group of participants. For purposes of the plan, compensation means payment  for
services  rendered,  including  vacation  and  sick  pay,  and  is substantially
equivalent to the salary amounts reported in the foregoing Summary  Compensation
Table.  Retirement Plan  benefits depend  upon length of  plan service  (up to a
maximum of 30 years), age at retirement, and amount of compensation  (determined
in  accordance with  the plan)  and are reduced  by up  to 50  percent of Social
Security benefits. Credited years of service under the plan for covered  persons
named  in the foregoing Cash Compensation Table are as follows: Erroll B. Davis,
Jr., 14 years;  James E.  Johnson, 30  years; Eliot  G. Protsch,  14 years;  and
William  D. Harvey, 6  years. Assuming retirement  at age 65,  a Retirement Plan
participant would  be eligible  at retirement  for a  maximum annual  retirement
benefit as follows:

                             RETIREMENT PLAN TABLE

<TABLE>
<CAPTION>
               AVERAGE                     ANNUAL BENEFIT AFTER SPECIFIED YEARS IN PLAN*
                ANNUAL                  ----------------------------------------------------
             COMPENSATION                  5       10       15       20       25       30
            -------------               -------  -------  -------  -------  -------  -------
<S>                                     <C>      <C>      <C>      <C>      <C>      <C>
$125,000..............................  $10,311  $20,623  $30,934  $41,245  $51,557  $61,868
 150,000..............................   12,603   25,206   37,809   50,412   63,015   75,618
 200,000..............................   17,186   34,373   51,559   68,745   85,932  103,118
 250,000..............................   21,770   43,539   65,309   87,079  108,848  130,618
 300,000..............................   26,353   52,706   79,059  105,412  131,765  158,118
 350,000..............................   30,936   61,873   92,809  123,745  154,682  185,618
 400,000..............................   35,520   71,039  106,559  142,079  177,598  213,118
 450,000..............................   40,103   80,206  120,309  160,412  200,515  240,618
 500,000..............................   44,686   89,272  134,059  178,745  223,432  268,118
<FN>
- ---------
* Average  annual  compensation is  based  upon the  average  of the  highest 36
  consecutive months of compensation. The  Retirement Plan benefits shown  above
  are net of estimated Social Security benefits
</TABLE>

                                       12
<PAGE>
<TABLE>
<S>  <C>
  and  do not  reflect any deductions  for other amounts.  The annual retirement
  benefits payable  are  subject to  certain  maximum limitations  (in  general,
  $115,641  for 1993  and $118,800  for 1994)  under the  Internal Revenue Code.
  Under the  Retirement Plan  and a  supplemental survivors  income plan,  if  a
  Retirement  Plan participant dies prior to retirement, the designated survivor
  of  the  participant  is  entitled  to  a  monthly  income  benefit  equal  to
  approximately  50  percent  (100  percent in  the  case  of  certain executive
  officers and key management employees) of the monthly retirement benefit which
  would have been payable  to the participant under  the Retirement Plan if  the
  participant  had remained  employed by the  company until  eligible for normal
  retirement.
</TABLE>

    UNFUNDED  SUPPLEMENTAL   RETIREMENT  PLAN.   WP&L  maintains   an   Unfunded
Supplemental  Retirement  Plan which  provides funds  for payment  of retirement
benefits above the limitations on payments from qualified pension plans in those
cases where an employee's retirement benefits exceed the qualified plan  limits.
Additionally, the plan provides for payments of supplemental retirement benefits
to  employees  of Vice  President or  higher, who  have been  granted additional
months of service by the Board of Directors for purposes of computing retirement
benefits.

    UNFUNDED EXECUTIVE  TENURE COMPENSATION  PLAN.  WP&L maintains  an  Unfunded
Executive  Tenure Compensation Plan  to provide incentive  for key executives to
remain in the  service of  WP&L by  providing additional  compensation which  is
payable  only  if the  executive remains  with WP&L  until retirement  (or other
termination if approved  by the Board  of Directors). Participants  in the  plan
must  be designated by the  Chief Executive Officer of  WP&L and approved by its
Board of Directors. Mr. Davis was the only active participant in the plan as  of
December 31, 1993. The plan provides for monthly payments to a participant after
retirement (at or after age 65, or with Board approval, prior to age 65) for 120
months.  The payments will be  equal to 25 percent  of the participant's highest
average salary for any consecutive 36-month period. If a participant dies  prior
to  retirement  or  before  120  payments  have  been  made,  the  participant's
beneficiary will receive monthly payments equal to 50 percent of such amount for
120 months in the case  of death before retirement,  or if the participant  dies
after  retirement, 50 percent of such amount  for the balance of the 120 months.
Annual benefits  of $91,438  would  be payable  to  Mr. Davis  upon  retirement,
assuming  he continues in WP&L's service until  retirement at the same salary as
was in effect on December 31, 1993.

  REPORT OF THE COMPENSATION AND PERSONNEL COMMITTEE ON EXECUTIVE COMPENSATION

TO OUR SHAREOWNERS

    The Company's mission  is to  become a  customer-and strategy-driven,  total
quality  organization, consistently  ranked among  the nation's  most profitable
utility holding  companies.  To insure  the  successful accomplishment  of  this
objective,  the  Company has  developed a  comprehensive business  strategy that
emphasizes maximizing long-term shareowner value, providing the highest  quality
customer service, and generating increased earnings.

    The  Compensation and Personnel Committee  (the "Committee") is comprised of
five independent, nonemployee directors who have no interlocking  relationships,
as defined by the Securities and Exchange Commission. The Committee assesses the
effectiveness  and competitiveness of,  approves the design  of, and administers
executive compensation programs in support  of the Company's mission  statement,
business  strategy, and total compensation framework. The Committee also reviews
and approves  all salary  arrangements and  other remuneration  for  executives,
evaluates executive performance, and considers related matters.

                                       13
<PAGE>
    The  Committee is committed to implementing a total compensation program for
executives which furthers the  Company's mission. We,  therefore, adhere to  the
following compensation policies which are intended to facilitate the achievement
of the Company's business strategies:

    - Compensation  opportunity should enhance the Company's ability to attract,
      retain, and encourage the  development of exceptionally knowledgeable  and
      experienced  utility and nonutility executives,  upon whom, in large part,
      the successful operation and management of the Company depends.

    - Base salary  levels  should  be  targeted at  the  median  level  paid  to
      executives of companies in their respective industry(ies).

    - Incentive compensation programs should strengthen the relationship between
      pay  and performance by emphasizing variable, at-risk compensation that is
      consistent with meeting predetermined Company, subsidiary, and  individual
      performance goals.

COMPONENTS OF COMPENSATION

    The  Committee relates  total compensation  levels for  the Company's senior
executives to the compensation paid to executives of similar companies in  their
respective  industry(ies). As WPL  Holdings, Inc. is  a diversified utility with
both regulated and  nonregulated operating environments,  comparison groups  are
customized  to the respective  industries of the  executive. Utility executives'
pay is compared to  that of executives at  utilities with similar operations  in
both  the midwest  and national  markets, as well  as to  utilities with similar
revenue levels, market capitalizations, employment levels, and total  shareowner
returns.  Utility-specific  data is  drawn  from the  Edison  Electric Institute
survey of  executive  compensation.  Holding company  executives  are  primarily
compared  to the same  utility comparison group. However,  in order to recognize
holding company employees for increasing nonregulated business responsibilities,
benchmark data  also  is  drawn  from  similarly  sized  diversified  industrial
companies   furnished  by   public  survey   data.  For   executives  with  sole
responsibilities in the nonregulated businesses, comparison group data  reflects
the relevant mix of the nonregulated business operations.

    The  current elements  of the  Company's executive  compensation program are
base salary and  short-term (annual)  incentives. These  elements are  addressed
separately  below.  In  addition,  as discussed  under  the  Long-Term Incentive
section below, the Committee believes long-term (equity) incentives are  crucial
for  linking executive compensation  to the Company's  business strategy and the
creation of shareowner  value and is  recommending a new  program to meet  these
objectives.  In  determining  each  component  of  compensation,  the  Committee
considers all elements of an  executive's total compensation package,  including
benefit  and  perquisite  programs.  In  addition,  during  1993,  the  Board of
Directors engaged an independent consultant to conduct a comprehensive study  of
the  executive compensation policies and practices  of the entire Company and to
present results directly to the Committee.

BASE SALARIES

    The Committee regularly reviews each executive's base salary. Base  salaries
are  targeted at the executive's respective  industry levels and are adjusted by
the Committee to recognize varying  levels of responsibility, prior  experience,
breadth  of knowledge and internal equity issues. Increases to base salaries are
driven primarily by individual performance. Individual performance is  evaluated
based on sustained levels of

                                       14
<PAGE>
individual   contribution  to  the  Company.  All  regular  salaried  employees,
including officers of the Company, received a base salary adjustment from 3.5 to
5.5 percent for calendar year 1993, effective on January 1, 1993, determined  by
their current positions in their respective salary ranges.

    As  reflected in the Summary Compensation  Table, Mr. Davis' base salary was
increased in 1993 by  $21,081 (5.3%). In determining  Mr. Davis' base salary  in
1993,  the  Committee  considered  Mr.  Davis'  individual  performance  and his
long-term contributions  to  the success  of  the Company.  The  Committee  also
compared Mr. Davis' base salary to the base salaries of chief executive officers
at  the relevant  comparison group  companies. Overall,  executive salaries were
increased at rates comparable to the  increases provided at other companies  and
are near market levels.

SHORT-TERM INCENTIVES

    The  goal of WPL Holdings, Inc.'s  short-term (annual) incentive programs is
to promote the Company's pay-for-performance philosophy by providing  executives
with  direct financial incentives in the form  of annual cash bonuses to achieve
corporate,  subsidiary,   and  individual   performance  goals.   Annual   bonus
opportunities  allow  the  Company to  communicate  specific goals  that  are of
primary importance during  the coming  year and motivate  executives to  achieve
these  goals. Short-term  incentive program performance  weighting, targeted and
maximum award  levels,  and  performance  goals are  reviewed  annually  by  the
Committee. A description of the short-term incentive programs follows.

WISCONSIN POWER AND LIGHT COMPANY MANAGEMENT INCENTIVE PLAN

    The  Management Incentive Plan  (MIP) for Wisconsin  Power and Light Company
covers utility executives,  including Mr. Davis'  utility responsibilities.  The
Plan  is based on achieving annual targets in several areas of overall corporate
performance that  include  profitability,  operations  and  maintenance  expense
reductions,   capital  spending  reductions,   electric  and  gas  conservation,
maintenance of competitive  utility rates, and  achievement of electric  service
reliability standards. Target and maximum bonus awards are set at market levels.
Targets  are  considered  by the  Committee  to  be achievable,  but  to require
above-average performance from each of the  executives. For the 1993 Plan  year,
all   MIP  performance  category  targets  were  exceeded,  except  for  service
reliability targets  which  were affected  by  unusual storm  damage.  The  Plan
awarded 63 percent of its allowable maximum for 1993. MIP awards for executives,
other  than Mr. Davis, range  from 0 to 35 percent  of annual salary. Awards for
1993 made to top executives are shown in the Summary Compensation Table.

    The 1993 MIP award  range for Mr. Davis  was 0 to 50  percent of his  annual
utility-based  salary.  For 1993  performance, Mr.  Davis' annual  bonus payment
represented 28  percent  of  his  base  salary,  as  reflected  in  the  Summary
Compensation  Table. Under this  Plan, Mr. Davis was  awarded $115,796 solely in
connection with 1993 performance,  as discussed above. The  Plan does not  allow
for  discretion in  bonus determinations.  Mr. Davis'  target and  maximum award
range is in line with that of the utility comparison group.

HEARTLAND DEVELOPMENT CORPORATION MANAGEMENT INCENTIVE PLAN

    Mr. Ahearn and other executives  of Heartland Development Corporation  (HDC)
are  covered by the HDC Management Incentive  Plan which is based on achievement
of specified combinations of net income and after-tax return on capital invested
in HDC and on achieving a  number of other specific HDC performance  objectives.
The  incentive compensation  plan for Mr.  Ahearn consists of  a potential award

                                       15
<PAGE>
maximum of 80 percent  of his base  salary. The Plan awarded  59 percent of  its
allowable  maximum  in 1993,  solely  based on  performance  in relation  to the
preestablished objectives. Mr.  Davis is  not a  participant in  this Plan  and,
thus, did not receive an award.

LONG-TERM INCENTIVES

    At  present, the at-risk  component of the  Company's executive compensation
program is primarily  linked to short-term  performance. The Committee  strongly
believes  compensation  for  senior executives  should  also  include long-term,
at-risk pay to strengthen the alignment of shareowner and management  interests.
In this regard, the Committee recommended to the Board of Directors the adoption
of  the 1994 Long-Term Equity Incentive Plan. The Plan would allow for grants of
stock options,  restricted stock,  and performance  units/shares. The  Committee
believes  this Plan will balance the Company's existing compensation programs by
emphasizing compensation based  on the long-term  successful performance of  the
Company  from  the perspective  of  the shareowners.  In  addition, the  Plan is
intended to better align subsidiary employees with the interests of the  Company
as  a whole by encouraging subsidiary programs to encompass a component of total
Company performance through WPL Holdings, Inc.'s equity ownership. The Board  of
Directors  has approved this Plan and has  recommended it to the shareowners for
their approval at the annual meeting.

POLICY WITH RESPECT TO THE $1 MILLION DEDUCTION LIMIT

    Recently enacted  Section  162(m) of  the  Internal Revenue  Code  generally
limits the corporate deduction for compensation paid to executive officers named
in  the proxy statement to  $1 million unless certain  requirements are met. The
Committee has carefully considered the impact of this new tax code provision. At
this time, no executives will earn compensation in excess of the $1 million  cap
limitations.  The Committee,  however, will  continue to  monitor the  impact of
Section 162(m).

CONCLUSION

    Because of  the many  structural  changes taking  place within  the  utility
industry,  the Committee  believes the existing  executive compensation policies
and programs, coupled with the recommended 1994 Long-Term Equity Incentive Plan,
will better serve the interests of shareowners, customers, and the Company.

    We will  continue  to  monitor  the effectiveness  of  the  Company's  total
compensation program to meet the current needs of the Company.

                                          COMPENSATION AND PERSONNEL COMMITTEE
                                          Milton R. Neshek (Chair)
                                          Arnold M. Nemirow
                                          Henry C. Prange
                                          Judith D. Pyle
                                          Rockne G. Flowers

                                       16
<PAGE>
COMPARISON OF FIVE-YEAR CUMULATIVE TOTAL RETURN

    SEC  rules require that the Company show a graphical comparison of the total
return on its common stock for the last five fiscal years with the total returns
of a broad market  index and a  more narrowly focused  industry or group  index.
(Total  return is defined as the return  on common stock including dividends and
stock price appreciation, assuming reinvestment  of dividends.) The Company  has
selected  the Standard & Poors  (S&P) 500 index for  the broad market index, and
the S&P Utility Index as the industry index. These indices were selected because
of their broad availability  and recognition. The  following chart compares  the
total  return of an investment  of $100 in Company  common stock on December 31,
1988, with like returns for the S&P 500 and S&P Utilities indices.

                          (Filed under cover Form SE)

                                       17
<PAGE>
                                  PROPOSAL #2:
                      APPOINTMENT OF INDEPENDENT AUDITORS

    The Audit Committee of the Board of Directors of the Company recommends  the
reappointment  of  Arthur Andersen  &  Co., independent  public  accountants, as
auditors to examine  the consolidated  financial statements of  the Company  for
1994.  Arthur Andersen  & Co.  served as  auditors for  the Company  in 1993. In
tabulating the votes for reappointment of  Arthur Andersen & Co., an  abstention
has  the same  effect as  a vote  against. Beneficially  owned shares  not voted
(broker nonvotes) have no effect on vote tabulations.

    A representative of Arthur Andersen & Co. will be present at the meeting and
available to make a statement or to respond to questions, as appropriate.

    THE BOARD OF DIRECTORS RECOMMENDS A  VOTE "FOR" THE REAPPOINTMENT OF  ARTHUR
ANDERSEN  &  CO. SHARES  OF COMMON  STOCK REPRESENTED  BY EXECUTED  BUT UNMARKED
PROXIES WILL BE VOTED "FOR" SUCH REAPPOINTMENT.

                                  PROPOSAL #3:
                    PROPOSED LONG-TERM EQUITY INCENTIVE PLAN

GENERAL

    Given the rapidly  changing nature  of the  utility industry  and the  major
challenges  required to sustain long-term performance, the Board of Directors is
recommending, for shareowner approval, the  WPL Holdings, Inc. Long-Term  Equity
Incentive  Plan (the "Plan").  The Board believes implementation  of the Plan is
necessary to promote the success and enhance the value of the Company by linking
the personal interests of participants with those of Company shareowners, and by
providing employees with an incentive for outstanding performance. In  addition,
the  Plan  is  designed  to  provide  a  compensation  structure  that  is  more
competitive, not only with utility companies,  but across the broad spectrum  of
available   employers.  (The  Company  has   been  advised  by  its  independent
compensation consultants that over 70 percent of major utility companies and  90
percent  of general industry companies provide  some type of long-term incentive
plan.)  In  order  for   the  Company  to   attract  and  retain   exceptionally
knowledgeable and experienced utility and nonutility employees, the Company must
be able to offer comparable compensation programs.

    In structuring the Plan, the Board sought to provide for a variety of awards
that  could be flexibly administered  in order to carry  out the purposes of the
Plan. This  flexibility will  permit  the Company  to  keep pace  with  changing
developments  in compensation programs  such as changes  in tax laws, accounting
rules, securities regulations and other rules regarding compensation and benefit
plans. In  addition, the  flexibility is  necessary to  better align  subsidiary
employees with the interests of the Company as a whole by encouraging subsidiary
programs  to  encompass a  component of  total compensation  performance through
equity ownership. The  Plan grants its  administrators flexibility to  determine
terms  and restrictions  deemed appropriate for  particular awards  as facts and
circumstances warrant. The Plan was adopted by the Board on January 23, 1994.

    The following summary description of the  Plan is qualified in its  entirety
by  reference to  the full  text of  the Plan  which is  attached to  this Proxy
Statement as Appendix A.

                                       18
<PAGE>
ADMINISTRATION

    The Plan is required  to be administered  by a committee  of the Board  (the
"Committee")  consisting  of not  less than  two directors  who are  eligible to
administer the Plan pursuant to Rule 16b-3 under the Securities Exchange Act  of
1934  (the "Exchange Act"). The Compensation  and Personnel Committee will serve
as the administrator  of the  Plan, unless  otherwise determined  by the  Board.
Among  other functions, the  Committee has the authority  to establish rules for
the administration of the Plan; to select  the employees of the Company and  its
subsidiaries to whom awards will be granted; to determine the types of awards to
be  granted to employees and the number of shares covered by such awards; to set
the terms and conditions  of such awards; to  determine whether, to what  extent
and  when awards may  be settled in cash  or shares; and to  amend the terms and
conditions of any outstanding  awards to the extent  authorized under the  Plan.
Except  as otherwise  provided in  the Plan,  determinations and interpretations
with respect to the Plan and any award agreements will be in the sole discretion
of the Committee, whose  determinations and interpretations  will be binding  on
all  parties. Any nonunion employee of  the Company or any subsidiary, including
any executive  officer  or employee-director  of  the Company,  is  eligible  to
receive  awards under the Plan. Approximately 1,650 employees currently would be
eligible to participate in the Plan.

AWARDS UNDER THE PLAN; AVAILABLE SHARES

    The Plan authorizes the granting to  employees of: (a) stock options,  which
may  be  either incentive  stock options  ("ISOs")  meeting the  requirements of
Section 422 of  the Internal  Revenue Code  (the "Code")  or nonqualified  stock
options; (b) restricted stock; and (c) performance shares and performance units.
The  Plan  provides that  up  to a  total of  1,000,000  shares of  common stock
(subject to adjustment as described below) will be available for the granting of
awards. Of this number, up to 300,000 shares may be granted as restricted stock.
If any shares subject to  awards granted under the Plan,  or to which any  award
relates,  are  forfeited or  if  an award  otherwise  terminates, expires  or is
cancelled prior to  the delivery  of all of  the shares  or other  consideration
issuable  or payable pursuant to the award,  such shares (assuming the holder of
the award did not receive dividends on  the shares or exercise other indicia  of
ownership)  will be available for the granting of new awards under the Plan. Any
shares delivered pursuant  to an  award may  be either  authorized and  unissued
shares of common stock or shares reacquired and held by the Company.

TERMS OF AWARDS

    OPTIONS.  Options may  be granted  to employees  at such  times and  in such
amounts as determined  by the  Committee, PROVIDED  that the  maximum number  of
shares  subject to options that may be  granted to any single participant during
the term of the Plan  is 150,000. The exercise price  per share of common  stock
subject to an option granted under the Plan will be determined by the Committee,
provided  that the exercise price  may not be less than  100% of the fair market
value of  a share  of  common stock  on  the date  of  grant. In  addition,  the
Committee  may grant options  with exercise prices that  increase over time. The
term of an option granted under the Plan will be as determined by the Committee,
but cannot  exceed  ten  years.  Options granted  under  the  Plan  will  become
exercisable  in  such manner  and  within such  period  or periods  and  in such
installments or  otherwise as  determined by  the Committee;  PROVIDED, that  no
option  may  be  exercised within  six  months  of its  grant.  Options  will be
exercised by payment in full of the exercise price, either (i) in cash; (ii)  by
tendering  previously acquired shares of common stock having a fair market value
on the  date of  exercise equal  to the  option exercise  price; or  (iii) by  a
combination of (i) and (ii). In addition, the Committee, in its sole discretion,
may  allow cashless  exercises as  permitted under  the Federal  Reserve Board's
Regulation T. All ISOs granted  under the Plan will  also be required to  comply
with all other terms of

                                       19
<PAGE>
Section  422 of the  Code. At the time  an option is  granted, the Committee may
also grant dividend  equivalents. Dividend  equivalents give  the participant  a
contingent right to receive an amount equal to the dividends declared on a share
of  common stock on all record dates  during the related option exercise period.
Payout of the value of a dividend equivalent will be made in cash within 30 days
following  the  exercise  of  the   related  option,  provided  the  option   is
in-the-money on the exercise date.

    In  the event a  participant's employment is terminated  by reason of death,
disability or retirement,  all outstanding  options granted  to the  participant
will become fully vested and remain exercisable prior to their expiration or for
one  year (three years in the case  of retirement), whichever period is shorter.
If a participant's employment is terminated for any other reason (other than for
cause), unvested  options held  by  the participant  will be  forfeited,  unless
otherwise  determined  by the  Committee, and  vested  options may  be exercised
during  the  three  month  period  following  termination.  If  a  participant's
employment  is terminated for cause, all options held by the participant will be
forfeited.

    RESTRICTED STOCK. Shares  of restricted  common stock  granted to  employees
under the Plan will be subject to such restrictions as the Committee may impose,
including  a requirement that  participants pay a  stipulated purchase price for
each share and restrictions based  upon the achievement of specific  performance
goals  (Company-wide, divisional and/or individual). The restrictions imposed on
the shares may lapse separately or in  combination at such time or times, or  in
such installments or otherwise, as the Committee may deem appropriate; PROVIDED,
that  no restrictions will lapse prior to  six months after award, except in the
case of death. Upon termination of an employee's employment for any reason other
than death, disability or retirement  during the applicable restriction  period,
all  shares of restricted stock still subject  to restriction will be subject to
forfeiture by the employee. In the event an employee's employment is  terminated
by  reason of  death, disability or  retirement, all shares  of restricted stock
still subject  to restriction  will become  fully vested.  Under the  Plan,  the
Committee will have the authority at its discretion to waive in whole or in part
any  or all  remaining restrictions with  respect to shares  of restricted stock
granted to an employee.

    During the  period of  restriction, participants  may exercise  full  voting
rights with respect to restricted shares and are entitled to receive all regular
cash  dividends paid with respect to those  shares. All other cash dividends and
distributions may be credited to  participants subject to the same  restrictions
on  transferability and forfeitability as the  restricted shares with respect to
which they are paid. If any dividends  or distributions are paid in shares,  the
shares will be subject to the same restrictions on transferability as the shares
on which the dividends or distributions are paid.

    PERFORMANCE  SHARES AND  PERFORMANCE UNITS. The  Plan also  provides for the
granting of performance shares and performance units to employees. The Committee
will  determine  the  number  of   performance  units  and  shares  granted   to
participants;  PROVIDED that so long as the Committee determines that a grant of
performance   units   or   performance    shares   should   qualify   for    the
"performance-based"  exemption  under Section  162(m) of  the Code,  the maximum
payout to any executive officer named in the compensation table with respect  to
performance  units  and/or  performance shares  granted  in any  fiscal  year is
$400,000. The Committee will determine the applicable performance period, which,
in all  cases, will  exceed six  months, the  performance goal  or goals  to  be
achieved  during any performance period, the  proportion of payments, if any, to
be made for performance between the minimum and full performance levels and  any
other  terms, conditions and rights relating  to the grant of performance shares
or performance units.  Company and subsidiary  performance goals established  by
the  Committee  under the  Plan  will be  chosen  from return  on  equity, total
shareowner return, net income, earnings per  share and cash flow. The  Committee
will establish

                                       20
<PAGE>
the  specific goals each year  prior to the commencement  of the period to which
the compensation relates.  Payment on performance  shares and performance  units
held  by employees will be made in cash or shares of common stock (which, at the
discretion of  the  Committee, may  be  shares of  restricted  stock) (or  in  a
combination  thereof), which  have an aggregate  fair market value  equal to the
value of the earned performance shares  and performance units. Payments will  be
made  in a single lump  sum within seventy-five days  following the close of the
applicable performance period, unless the participant elects to defer payment.

    In the event a  participant's employment is terminated  by reason of  death,
disability, retirement or involuntary termination without cause, the participant
will  receive a  prorated payout  of the  performance shares  and/or performance
units as determined by the Committee based on the length of time the awards were
held  and  the  achievement  of  the  preestablished  performance  goals.   Upon
termination  of a participant's employment for any other reason, all performance
shares and performance units will be forfeited.

    Participants will be entitled to receive dividends declared with respect  to
shares  earned in connection  with grants of  performance shares and performance
units, subject to  the same  accrual, forfeiture and  payout restrictions  which
apply with respect to shares of restricted stock. In addition, participants may,
at  the discretion of the Committee, be  entitled to exercise voting rights with
respect  to  shares  which  have  been  earned  in  connection  with  grants  of
performance units and performance shares.

ADJUSTMENTS

    In  the event  of any  stock dividend,  stock split,  merger, consolidation,
reorganization, recapitalization, share  combination, liquidation  or any  other
change  affecting the  common stock  such that  an adjustment  is appropriate in
order to prevent dilution or enlargement  of the benefits or potential  benefits
intended  to be made available under the Plan, then the Committee will generally
have the authority,  in such manner  as it  deems equitable, to  adjust (i)  the
number  and type of shares of stock that  may be issued under the Plan, (ii) the
number and type of shares of stock subject to outstanding awards, and (iii)  the
grant, purchase or exercise price with respect to any award.

LIMITS ON TRANSFERABILITY

    No  award granted under the Plan may be assigned, sold, pledged, transferred
or encumbered by  any participant, otherwise  than by  will, or by  the laws  of
descent  and distribution. The  Plan also imposes  several other restrictions on
transferability and  exercisability  of  awards  granted  thereunder  to  ensure
compliance with Rule 16b-3 under the Exchange Act.

AMENDMENT AND TERMINATION

    The  Board may amend,  suspend or terminate  the Plan at  any time, 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  will be effective
without  approval  of  the  Company's  shareowners.  Further,  no   termination,
amendment  or modification of the Plan will adversely affect in any material way
any outstanding award without the consent of the holder of such award.

DEFERRALS

    The Committee may permit  a participant to defer  receipt of the payment  of
cash  or delivery of shares due with respect  to an award, subject to such rules
and procedures as the Committee may establish.

                                       21
<PAGE>
WITHHOLDING

    The Company will have the right to reduce the number of shares or amount  of
cash  payable under  an award  by the amount  necessary to  satisfy any federal,
state, local or foreign taxes  of any kind required by  law to be withheld  with
respect  to such  amount or to  take such other  actions as may  be necessary to
satisfy any such withholding  obligations. The Committee  may require or  permit
withholding  obligations arising  with respect  to awards  under the  Plan to be
settled with shares of common stock,  including shares of common stock that  are
part  of, or  are received upon  exercise of, the  award that gives  rise to the
withholding requirement.  The obligations  of  the Company  under the  Plan  are
conditional  on such payment or arrangements,  and the Company and any affiliate
will, to the extent permitted  by law, have the right  to deduct any such  taxes
from any payment otherwise due to the employee. The Committee may establish such
procedures  as it deems appropriate for  the settling of withholding obligations
with shares of common  stock. Unless otherwise determined  by the Committee,  an
election  to deliver shares  or have shares  withheld generally must  occur in a
quarterly window period  or be made  at least  six months prior  to the  taxable
event relating to the award.

CHANGE IN CONTROL

    Upon  the occurrence  of a  Change in Control  (as defined  in the Company's
Rights Agreement dated  February 22, 1989)  of the Company  (i) all  outstanding
options  will become immediately  exercisable; (ii) any  restriction periods and
related restrictions on  restricted stock  will lapse; (iii)  the target  payout
opportunity  attainable under all outstanding  performance units and shares will
be deemed fully earned for the entire performance period and a pro rata  portion
of the performance share or unit, based on the portion of the performance period
which has elapsed, will be paid out in cash; and (iv) the Committee may make any
other  modifications  to  outstanding  awards,  except,  in  all  cases,  unless
otherwise specifically prohibited by the Plan.

CERTAIN FEDERAL INCOME TAX CONSEQUENCES

    STOCK OPTIONS. The grant  of a stock  option under the  Plan will create  no
income  tax consequences  to the  employee or  the Company.  An employee  who is
granted a nonqualified stock option will generally recognize ordinary income  at
the  time of exercise in an amount equal  to the excess of the fair market value
of the common stock at  such time over the exercise  price. The Company will  be
entitled  to a  deduction in the  same amount and  at the same  time as ordinary
income is recognized  by the employee.  A subsequent disposition  of the  common
stock  will give rise to capital gain or  loss to the extent the amount realized
from the sale differs  from the tax  basis, I.E., the fair  market value of  the
common  stock on  the date  of exercise.  This capital  gain or  loss will  be a
long-term capital gain or loss if the  common stock had been held for more  than
one year from the date of exercise.

    In  general,  if  an employee  holds  the  shares of  common  stock acquired
pursuant to the exercise of an ISO for at least two years from the date of grant
and one year from the date of exercise, the employee will recognize no income or
gain as  a result  of exercise  (except  that the  alternative minimum  tax  may
apply).  Any gain  or loss realized  by the  employee on the  disposition of the
common stock will be treated as a  long-term capital gain or loss. No  deduction
will  be allowed to the Company. If  either of these holding period requirements
is not satisfied, the employee will recognize ordinary income at the time of the
disposition equal to the lesser of (i)  the gain realized on the disposition  or
(ii)  the difference between the exercise price and the fair market value of the
shares of common stock on the date of exercise. The Company will be entitled  to
a  deduction in  the same  amount and  at the  same time  as ordinary  income is
recognized by the

                                       22
<PAGE>
employee. Any additional  gain realized  by the  employee over  the fair  market
value  at the time of  exercise will be treated as  a capital gain. This capital
gain will be a long-term capital gain if the common stock had been held for more
than one year from the date of exercise.

    RESTRICTED STOCK. If  a stock  award is granted  in the  form of  restricted
stock, the employee will not recognize income upon the award of restricted stock
under  the  Plan  unless  the  election described  below  is  made.  However, an
individual who has not made such  an election will recognize ordinary income  at
the  end of  the applicable restriction  period in  an amount equal  to the fair
market value of the restricted  stock at such time,  reduced by any amount  paid
for  the stock. The Company will be entitled to a corresponding deduction in the
same amount  and at  the same  time as  the participant  recognizes income.  Any
otherwise  taxable  disposition of  the stock  after the  end of  the applicable
restriction period will result in capital gain or loss (long-term or  short-term
depending  on the length of  time the restricted stock is  held after the end of
the applicable restriction  period). Dividends paid  in cash and  received by  a
participant  prior  to  the  end  of  the  applicable  restriction  period  will
constitute ordinary income to the participant in the year paid. The Company will
be entitled to  a corresponding  deduction for  such dividends,  subject to  the
application  of Section 162(m) of the  Code, as more completely described below.
Any dividends paid in stock will be treated as an award of additional restricted
stock subject to the tax treatment described herein.

    An employee may, within 30  days after the date  of the award of  restricted
stock,  elect to  recognize ordinary income  as of the  date of the  award in an
amount equal to the fair  market value of such restricted  stock on the date  of
the  award,  reduced by  any  amount paid  for the  stock.  The Company  will be
entitled to a corresponding deduction in the same amount and at the same time as
the participant recognizes income, subject to the application of Section  162(m)
of  the Code, as more  completely described below. If  the election is made, any
cash dividends received with respect to the restricted stock will be treated  as
dividend  income  to the  participant in  the year  of payment  and will  not be
deductible by the Company. Any  otherwise taxable disposition of the  restricted
stock  (other than by forfeiture) will result in capital gain or loss (long-term
or short-term depending on the holding period). If the participant who has  made
an  election subsequently  forfeits the  restricted stock,  the participant will
only be entitled  to deduct a  loss equal to  the amount (if  any) paid for  the
stock.  In addition, the Company  would then be required  to include as ordinary
income the amount of  the deduction it originally  claimed with respect to  such
shares.

    PERFORMANCE  SHARES AND PERFORMANCE UNITS. The grant of performance units or
performance shares will create  no income tax consequences  for the employee  or
the  Company. Upon the receipt of cash, shares of common stock or other property
at the end  of the applicable  performance period, the  employee will  generally
recognize  ordinary income equal to  the amount of any  cash and the fair market
value of any shares or other property received. The Company will be entitled  to
a  deduction in the same amount and at  the same time as income is recognized by
the employee.

    CODE SECTION 162(M). Section 162(m) of the code limits the Company's  income
tax  deduction for  compensation paid in  any taxable year  to certain executive
officers to  $1,000,000  per  individual, subject  to  several  exceptions.  The
Committee  intends to  grant Awards  under the Plan  that are  designed, in most
cases, to qualify  for the performance-based  compensation exception. While  the
grant  of options, performance shares and performance units can be structured so
as to qualify for  this exception, the  restricted stock grants  may or may  not
qualify  for the exception, depending on  the nature of the restrictions imposed
by the Committee.  The Company does  not anticipate that  this restriction  will
have  a material impact on its ability  to deduct compensation payable under the
Plan.

                                       23
<PAGE>
FUTURE AWARDS

    No awards  have  been  made to  date  under  the Plan.  The  Company  cannot
currently  determine the awards that  may be granted in  the future to employees
under the  Plan. Such  determinations will  be made  from time  to time  by  the
Committee.

    On  March 11, 1994,  the last reported  sales price per  share of the common
stock on the NYSE was $29.875.

VOTE REQUIRED

    The affirmative vote of a majority of the votes represented and voted at the
Annual Meeting (assuming a quorum is  present) is required to approve the  Plan;
PROVIDED  that a majority of  the outstanding shares of  the Company's stock are
voted on the proposal. Assuming such proviso is met, any shares not voted at the
Annual Meeting (whether by broker  non-votes or otherwise, except  abstentions),
will  have no impact on the vote. Shares as to which holders abstain from voting
will be treated as votes against the proposal.

    THE BOARD  RECOMMENDS  A  VOTE  "FOR"  THE  PLAN.  SHARES  OF  COMMON  STOCK
REPRESENTED AT THE ANNUAL MEETING BY EXECUTED BUT UNMARKED PROXIES WILL BE VOTED
"FOR"  THE PLAN,  UNLESS A VOTE  AGAINST THE PLAN  OR TO ABSTAIN  FROM VOTING IS
SPECIFICALLY INDICATED ON THE PROXY.

      COMPLIANCE WITH SECTION 16(A) OF THE SECURITIES EXCHANGE ACT OF 1934

    The Company's directors, its executive officers, and certain other  officers
are  required to report their  ownership of the Company's  common stock and WP&L
Preferred Stock and any changes  in that ownership to the  SEC and the New  York
Stock  Exchange. All  required filings  in 1993 were  properly made  in a timely
fashion except one purchase of  20 shares of Company  common stock by Milton  E.
Neshek, a Director, in April, 1993, which was not reported until June, 1993.

    In  making this statement, the Company  has relied on the representations of
the persons involved and on copies of their reports filed with the SEC.

                                    GENERAL

    VOTING. The outstanding voting securities of the Company on the record  date
stated below consisted of 30,566,636 shares of common stock.

    Only  shareowners of  the Company  of record  on its  books at  the close of
business on March  22, 1994,  are entitled  to vote  at the  meeting. Each  such
shareowner  is entitled to one vote for each share of common stock registered in
his or her name on the  record date, on each matter  submitted to a vote at  the
meeting.  Shareowners may vote either in person or by duly authorized proxy. The
giving of  proxies by  shareowners will  not affect  their right  to vote  their
shares  if they attend the meeting and desire to vote in person. Presence at the
meeting of a shareowner who signed a proxy, however, does not itself revoke  the
proxy.  A proxy may be revoked by the person  giving it at any time prior to the
time it is voted by advising the Secretary of the Company prior to such  voting.
A  proxy may  also be revoked  by a  shareowner who duly  executes another proxy
bearing a  later  date  but prior  to  the  voting. All  shares  represented  by
effective  proxies on the enclosed form, received  by the Company, will be voted
at the meeting or any adjourned session  of the meeting, all in accordance  with
the terms of such proxies.

                                       24
<PAGE>
    PROPOSALS  OF SHAREOWNERS.  Under the rules  of the  Securities and Exchange
Commission, any shareowner proposal intended to be presented at the 1995  Annual
Meeting  of Shareowners must be received at  the principal office of the Company
no later than November 29,  1994, in order to be  eligible to be considered  for
inclusion in the Company's proxy materials relating to that meeting.

    OTHER  BUSINESS. The meeting is being held for the purposes set forth in the
notice accompanying this proxy statement. The Board of Directors of the  Company
knows  of no business to be transacted at  the meeting other than that set forth
in the notice. However,  if any other business  should properly be presented  to
the meeting, the proxies will be voted in respect thereof in accordance with the
judgment of the person or persons voting the proxies.

                                          WPL HOLDINGS, INC.

                                          ERROLL B. DAVIS, JR.
                                          PRESIDENT AND CHIEF EXECUTIVE OFFICER

                                       25
<PAGE>
                                                                      Appendix A

           LONG-TERM
           EQUITY INCENTIVE PLAN
             WPL HOLDINGS, INC.

                                      A-1
<PAGE>

<TABLE>
<CAPTION>
CONTENTS
- ---------------------------------------------------------------------------------------------------------------------
                                                                                                              PAGE
<C>           <S>                                                                                           <C>
 Article  1.  Establishment, Purpose, and Duration........................................................        A-3
 Article  2.  Definitions.................................................................................        A-3
 Article  3.  Administration..............................................................................        A-5
 Article  4.  Shares Subject to the Plan..................................................................        A-6
 Article  5.  Eligibility and Participation...............................................................        A-6
 Article  6.  Stock Options...............................................................................        A-7
 Article  7.  Restricted Stock............................................................................        A-9
 Article  8.  Performance Units and Performance Shares....................................................       A-11
 Article  9.  Beneficiary Designation.....................................................................       A-12
 Article 10.  Deferrals...................................................................................       A-13
 Article 11.  Rights of Employees.........................................................................       A-13
 Article 12.  Change in Control...........................................................................       A-13
 Article 13.  Amendment, Modification, and Termination....................................................       A-13
 Article 14.  Withholding.................................................................................       A-14
 Article 15.  Indemnification.............................................................................       A-15
 Article 16.  Successors..................................................................................       A-15
 Article 17.  Restrictions on Share Transferability.......................................................       A-15
 Article 18.  Legal Construction..........................................................................       A-15
</TABLE>

                                      A-2
<PAGE>
                               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.

                                      A-3
<PAGE>
    (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.

                                      A-4
<PAGE>
    (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 Class A 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.

                                      A-5
<PAGE>
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.

                                      A-6
<PAGE>
    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

                                      A-7
<PAGE>
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.

                                      A-8
<PAGE>
    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.

                                      A-9
<PAGE>
    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.

                                      A-10
<PAGE>
    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).

                                      A-11
<PAGE>
    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

                                      A-12
<PAGE>
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

                                      A-13
<PAGE>
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).

                                      A-14
<PAGE>
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

                                      A-15
<PAGE>
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.

                                      A-16
<PAGE>

WPL Holdings, Inc.

PROXY CARD AND ANNUAL MEETING RESERVATION

The Annual Meeting of Shareowners will be held at the Dane County Coliseum, 1881
Expo Mall, Madison, Wisconsin, on Wednesday, May 18, 1994, at 10:00 a.m.  The
enclosed Proxy Statement contains additional information about the meeting
location.

Please review, complete and SIGN the Proxy Card.

If you are attending the Annual Meeting, please detach and return the completed
Annual Meeting Reservation Form with the SIGNED PROXY CARD in the enclosed
envelope.

TO AVOID UNNECESSARY EXPENSE, WE ARE ASKING SHAREOWNERS TO CONTACT SHAREOWNER
SERVICES AT 1-800-356-5343 IF THEY NEED TO CANCEL THEIR RESERVATION.

PLEASE DETACH AND RETURN THE COMPLETED AND SIGNED PROXY CARD.

                                    IMPORTANT

YOU ARE URGED TO DATE AND SIGN THE ENCLOSED PROXY CARD AND RETURN IT PROMPTLY.
THIS WILL HELP SAVE THE EXPENSE OF FOLLOW-UP LETTERS TO SHAREOWNERS WHO HAVE NOT
RESPONDED.

TOLL FREE SHAREOWNER INFORMATION NUMBERS
Local (Madison)...................252-3110
All Other Areas.............1-800-356-5343

(WE) WILL ATTEND THE ANNUAL MEETING LUNCHEON.
Please list your name(s) and your guest(s) below:

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

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

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

RETURN THIS STUB WITH YOUR PROXY CARD TO RESERVE LUNCH.

1. ELECTION OF DIRECTORS - Nominees for terms ending:
(*) TO WITHHOLD AUTHORITY TO VOTE FOR ANY INDIVIDUAL NOMINEE, STRIKE A LINE
THROUGH THE NOMINEE'S NAME IN THE LIST BELOW AND MARK AN (X) IN THE 'FOR ALL
EXCEPT' BOX.

1995-L. DAVID CARLEY, DONALD R. HALDEMAN
1996-KATHARINE C. LYALL, HENRY F. SCHEIG
1997-LES ASPIN, ERROLL B. DAVIS, JR., MILTON E. NESHEK, CAROL T. TOUSSAINT

For All
Withhold For All
For All Except(*)


2. PROPOSAL TO APPOINT ARTHUR ANDERSEN & CO. AS INDEPENDENT AUDITORS FOR 1994.
For
Against
Abstain

3. PROPOSAL TO APPROVE THE WPL HOLDINGS INC. EQUITY INCENTIVE PLAN.
For
Against
Abstain

P
R
O
X
Y
Please date and sign your name(s) exactly as shown above and mail promptly in
the enclosed envelope.

______________________________________________ DATED: __________________________
______________________________________________ DATED: __________________________
              Signature(s)

IMPORTANT: When signing as attorney, executor, administrator, trustee, or
guardian, please give your full title as such.  In the case of JOINT HOLDERS,
all should sign.

<PAGE>


WPL HOLDINGS, INC.
P.O. BOX 2568
MADISON, WI 53701-2568

ANNUAL MEETING OF SHAREOWNERS - MAY 18, 1994

   The undersigned appoints Erroll B. Davis, Jr. and Edward M. Gleason, or
either of them, attorneys and proxies, with the power of substitution to vote
all shares of stock of WPL Holdings, Inc., of record in the name of the
undersigned (including any shares held or credited to the undersigned's account
under the Company's Dividend Reinvestment and Stock Purchase Plan or Wisconsin
Power and Light Company's Employee Stock Ownership Plan) at the close of
business on March 22, 1994, at the Annual Meeting of Shareowners of the Company
to be held at the Dane County Coliseum, Madison, Wisconsin, on May 18, 1994, at
10:00 a.m., and at all adjournments thereof, upon all matters that properly come
before the meeting, including the matters described in the Company's Notice of
Annual Meeting of Shareowners and Proxy Statement dated March 28, 1994, subject
to any directions indicated on the reverse side of this card.

   This Proxy is solicited on behalf of the Board of Directors of WPL Holdings,
Inc.

      If No Choice is Specified, the Proxies Shall Vote FOR the Proposals.


            (continued and to be signed and dated on the other side)
<PAGE>




                                   Appendix

   Pictures of each WPL Holdings, Inc. Board member appears next to a brief
summary of his/her experience on pages 2 through 7. A map showing the location
of the meeting appears on the back cover.




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