WPL HOLDINGS INC
10-K, 1995-03-14
ELECTRIC & OTHER SERVICES COMBINED
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C.  20549

                                   FORM  10-K
      
      [X]  ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF
           THE SECURITIES EXCHANGE ACT OF 1934 (Fee Required)
            For the fiscal year ended December 31, 1994  
                                       OR
      [ ]  TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF
           THE SECURITIES EXCHANGE ACT OF 1934 (No Fee Required)
            For the transition period from __________ to __________

   Commission file number  1-9894 

                               WPL HOLDINGS, INC.
             (Exact name of registrant as specified in its charter)

               Wisconsin                          39-1380265                 
   (State or other jurisdiction of    (I.R.S. Employer Identification Number)
   incorporation or organization)

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

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

   Securities registered pursuant to Section 12(b) of the Act:

                                              Name of each exchange on
            Title of each class                   which registered    

   Common Stock (Par Value $.01 Per Share)     New York Stock Exchange

   Common Stock Purchase Rights                New York Stock Exchange

   Securities registered pursuant to Section 12(g) of the Act:

                                      None
                                (Title of class)

               Indicate by check mark whether the registrant (1) has filed
   all reports required to be filed by Section 13 or 15(d) of the Securities
   Exchange Act of 1934 during the preceding 12 months (or for such shorter
   period that the registrant was required to file such reports), and (2) has
   been subject to such filing requirements for the past 90 days.
      Yes   X      No      

               Indicate by check mark if disclosure of delinquent filers
   pursuant to Item 405 of Regulation S-K is not contained herein, and will
   not be contained, to the best of registrant's knowledge, in definitive
   proxy or information statements incorporated by reference in Part III of
   this Form 10-K or any amendment to this Form 10-K.[ ]

               The aggregate market value of the voting stock held by
   nonaffiliates of the registrant: $842,426,972 based upon the closing price
   as of January 31, 1995 of  the registrant's Common Stock, $.01 par value,
   on the New York Stock Exchange as reported in the Wall Street Journal.

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

             Class                            Outstanding at January 31, 1995

   Common Stock, $.01 par value                       30,773,588 shares

   DOCUMENTS INCORPORATED BY REFERENCE

               Portions of the Company's 1995 Proxy Statement relating to its
   1995 Annual Meeting of Shareowners (to be filed with the Commission under
   Regulation 14A within 120 days after the end of the registrant's fiscal
   year) are incorporated by reference into Part III hereof.

   <PAGE>
                               WPL HOLDINGS, INC.
                                    FORM 10-K
                                December 31, 1994

                                TABLE OF CONTENTS




   Part I.  Business............................................   2

            Properties..........................................   16

            Legal Proceedings...................................   18

            Submission of Matters to a Vote of Security Holders.   19

            Executive Officers..................................   19

   Part II. Financial Information...............................   20

   Part III.  Directors and Executive Officers
              Information.......................................   52

   Part IV. Exhibits............................................   53

   Signatures....................................................  56

   Report of Independent Public Accountants on Schedules.........  57

   <PAGE>
                                     PART I
   ITEM 1.  BUSINESS

            WPL Holdings, Inc. (referred to herein as the "Company") was
   incorporated under the laws of the State of Wisconsin on April 22, 1981
   and operates as a holding company with both utility and nonregulated
   businesses.  It is the parent company of a public utility, Wisconsin Power
   and Light Company ("WPL") and its related subsidiaries, and of Heartland
   Development Corporation ("HDC"), the parent corporation for the Company's
   nonregulated businesses.  The Company has no employees who are not also
   employees of WPL and or HDC.  See Item 8 - "Financial Statements and
   Supplementary Data, Notes to Consolidated Financial Statements", Note 12,
   for financial information related to the Company's business segments.

                                       WPL

            WPL, incorporated in Wisconsin on February 21, 1917 as the
   Eastern Wisconsin Electric Company, is a public utility predominately
   engaged in the transmission and distribution of electric energy and the
   generation and bulk purchase of electric energy for sale.  WPL also
   transports, distributes and sells natural gas purchased from gas
   suppliers.  Nearly all of WPL's customers are located in south and central
   Wisconsin.  WPL operates in municipalities pursuant to permits of
   indefinite duration which are regulated by Wisconsin law.  WPL does not
   derive a material portion of its revenues from any one customer.

            WPL owns all of the outstanding capital stock of South Beloit
   Water, Gas and Electric Company ("South Beloit"), a public utility
   supplying electric, gas and water service, principally in Winnebago
   County, Illinois, which was incorporated on July 23, 1908.

            WPL also owns varying interests in several other subsidiaries
   and investments which are not material to WPL's operations.

   Regulation

            WPL is subject to regulation by the Public Service Commission
   of Wisconsin ("PSCW") as to retail utility rates and service, accounts, 
   issuance and use of proceeds of securities, certain additions and 
   extensions to facilities, and in other respects.  South Beloit is subject
   to regulation by the Illinois Commerce Commission ("ICC") for similar 
   items.  The Federal Energy Regulatory Commission ("FERC") has jurisdiction
   under the Federal Power Act over certain of the electric utility 
   facilities and operations, wholesale rates and accounting practices of 
   WPL and in certain other respects.  Certain of WPL's natural gas 
   facilities and operations are subject to the jurisdiction of the FERC
   under the Natural Gas Act.  The Company is presently exempt from all
   provisions of the Public Utility Holding Company Act of 1935, except
   provisions relating to the acquisition of securities of other public
   utility companies.

            The PSCW has recently opened a formal docket initiating an
   inquiry into the future structure of the electric utility industry in
   Wisconsin.  The goals of Wisconsin utility regulation and the principles
   to be used in choosing among alternative proposals have been identified. 
   WPL has submitted its preferred structure which, in summary form, calls
   for open access to transmission and distribution systems and a competitive
   power generation marketplace.  It is not possible at this time to predict
   the outcome of these proceedings.

            With respect to environmental matters impacting WPL and its
   subsidiaries, the United States Environmental Protection Agency administers
   certain federal statutes with administrative responsibility with respect
   to others being delegated to the Wisconsin Department of Natural Resources
   ("DNR").  In addition, the DNR has jurisdiction over air and water quality
   standards associated with fossil fuel fired electric generation and the
   level and flow of water, safety and other matters pertaining to 
   hydroelectric generation.

            WPL is subject to the jurisdiction of the Nuclear Regulatory
   Commission ("NRC") with respect to the Kewaunee Nuclear Power Plant
   ("Kewaunee") and to the jurisdiction of the United States Department of
   Energy ("DOE") with respect to the disposal of nuclear fuel and other
   radioactive wastes from Kewaunee.

   Employees

            At year-end 1994, WPL employed 2,391 persons, of whom 1,924 were
   considered electric utility employees, 334 were considered gas utility
   employees and 133 were considered other utility employees.  WPL has a
   three-year contract with members of the International Brotherhood of
   Electrical Workers, Local 965, that is in effect until June 1, 1996.  The
   contract covers 1,647 of WPL's employees.

   ELECTRIC OPERATIONS:

   General

            WPL provides electricity in a service territory of approximately
   16,000 square miles in 35 counties in southern and central Wisconsin and
   four counties in northern Illinois.  As of December 31, 1994, WPL provided
   retail electric service to approximately 371,000 customers in 663 cities,
   villages and towns, and wholesale service to 27 municipal utilities, one
   privately owned utility, three rural electric cooperatives and to the
   Wisconsin Public Power, Inc. system, which provides retail service to nine
   communities.

            WPL owns 20,969 miles of electric transmission and distribution
   lines and 362 substations located adjacent to the communities served.

            WPL's electric sales are seasonal to some extent with the yearly
   peak normally occurring in the summer months.  WPL also experiences a
   smaller winter peak in December or January.

   Fuel

            In 1994, approximately 80 percent of WPL's net kilowatthour
   generation of electricity was fueled by coal and 17 percent by nuclear
   fuel (provided by WPL's 41 percent ownership interest in Kewaunee).  The
   remaining electricity generated was produced by hydroelectric, oil-fired
   and natural gas generation.

   Coal

            WPL anticipates that its average fuel costs will likely increase
   in the future, due to cost escalation provisions in existing coal and
   transportation contracts.

            The estimated coal requirements of WPL's generating units
   (including jointly-owned facilities) for the years 1995 through 2014 total
   about 167  million tons. Present coal supply contracts and transportation
   contracts (excluding extension options) cover approximately 14 percent and
   21 percent, respectively, of this estimated requirement.  WPL will seek
   renewals of existing contracts or additional sources of supply and
   negotiate new or additional transportation contracts to satisfy these
   requirements and to comply with environmental regulations.

   Nuclear

            Kewaunee is jointly-owned by WPL (41%), Wisconsin Public Service
   Corporation (41.2%) and Madison Gas & Electric Company (17.8%).  Wisconsin
   Public Service Corporation (WPSC) is the operating partner.  The plant
   began commercial operation in 1974.

            WPSC, the plant operator, is a member of the INPO, an
   organization of nuclear utilities which promotes excellence in all aspects
   of nuclear plant operations.  INPO manages the accreditation process for
   industry training programs, which includes periodic accreditation of those
   training programs by an independent organization, the NNAB.  All ten
   accredited training programs at Kewaunee are currently in good standing
   with the NNAB.

            The supply of nuclear fuel for the Kewaunee plant involves the
   mining and milling of uranium ore to uranium concentrates, the conversion
   of uranium concentrates to uranium hexafluoride, enrichment of the uranium
   hexafluoride and fabrication of the enriched uranium into usable fuel
   assemblies.  After a region (approximately one-third of the nuclear fuel
   assemblies in the reactor) of spent fuel is removed from the reactor, it
   is placed in temporary storage for cooling in a spent fuel pool at the
   plant site.  Permanent storage is addressed below.  Presently, there are
   no operating facilities in the United States reprocessing commercial
   nuclear fuel.  A discussion of the nuclear fuel supply for Kewaunee, which
   requires approximately 250,000 pounds of uranium concentrates per year
   follows:

         (a)   Requirements for uranium are met through spot market purchases
               of uranium.  In general, a four-year supply of uranium is
               maintained.

         (b)   Uranium hexafluoride, from inventory and from spot market
               purchases, was used to satisfy converted material requirements
               in 1994.  Conversion services relating to uranium hexafluoride
               will be purchased on the spot market in the future.

         (c)   In 1994, enriched uranium was procured from COGEMA, Inc.
               pursuant to a contract last amended in 1993.  Enrichment
               services were purchased from the Department of Energy (DOE),
               under the terms of the utility services contract.  This
               contract is in effect for the life of Kewaunee.  The
               partnership is committed to take 70 percent of its annual
               requirements in 1995, and in alternate years thereafter, from
               the DOE.

         (d)   Fuel fabrication requirements through June 15, 1995 are
               covered by contract.  This contract contains an option to
               allow extension of the contract through 1998.  WPSC is
               negotiating a contract for fuel fabrication extending through
               2001.

         (e)   Beyond the stated periods for Kewaunee, additional contracts
               for uranium concentrates, conversion to uranium hexafluoride,
               fabrication and spent fuel storage will have to be procured. 
               The prices for the foregoing are expected to increase.

        The National Energy Policy Act of 1992 provides that both the
   Federal government and the nuclear utilities fund the decontamination and
   decommissioning of the three federal gaseous diffusion plants in the
   United States.  This will require the owners of Kewaunee to pay
   approximately $15 million in current dollars over a period of 15 years. 
   WPL's share amounts to an annual payment of approximately $410,000.

        The steam generator tubes at the Kewaunee plant are susceptible to
   corrosion characteristics, a condition that has been experienced
   throughout the nuclear industry.  Annual inspections are performed to
   identify degraded tubes.  Degraded tubes are either repaired by sleeving
   or are removed from service by plugging.  The steam generators were
   designed with approximately 15 percent heat transfer margin, meaning that
   full power should be sustainable with the equivalent of 15 percent of the
   steam generator tubes plugged.  Tube plugging and the build-up of deposits
   on the tubes affect the heat-transfer capability of the steam generators
   to the point where eventually full power operation is not possible and
   there is a gradual decrease in the capacity of the plant.  As a result of
   this process, Kewaunee's capacity could be reduced by as much as 20% by
   the year 2013 when the current operating license expires.  Currently, the
   equivalent of approximately 12 percent of the tubes in the steam generator
   are plugged.  WPL and the joint-owners recently completed studies
   evaluating the economics of replacing the two steam generators at
   Kewaunee.  The studies resulted in the conclusion that the most prudent
   course of action is to continue operation of the existing steam
   generators.  WPL and the other joint-owners continue to evaluate
   appropriate strategies, including replacement, as well as continued
   operation of the steam generator without replacement.  WPL and the joint-
   owners also continue to fund the development of welded repair technology
   for steam generator tubes.  The plant is expected to be operated until at
   least 2013.  WPL and the joint-owners are also continuing to evaluate and
   implement initiatives to improve the performance of Kewaunee which already
   performs at above average levels for the industry.  These initiatives
   include conversion from a 12-month to an 18-month fuel cycle and numerous
   other cost reduction measures.  These initiatives have resulted in
   reductions in Kewaunee operating and maintenance costs since 1991.

        Physical decommissioning is expected to occur during the period 2014
   to 2021 with additional expenditures being incurred during the period 2022
   to 2050 related to the storage of spent nuclear fuel at the site. 
   Wisconsin utilities operating nuclear generating plants are required by
   the PSCW to establish external trust funds to provide for the
   decommissioning of such plants.  The market value of the investments in
   the funds established by WPL at December 31, 1994 totaled $51.8  million. 
   Additionally, in July 1994, the PSCW issued a generic order covering
   utilities that have nuclear generation.  This order standardizes the
   escalation assumptions to be used in determining nuclear decommissioning
   liabilities.

        WPL's share of the decommissioning costs is estimated to be $159
   million (in 1994 dollars, assuming the plant is operating through 2013)
   based on a 1992 study, using the immediate dismantlement method of
   decommissioning.  The undiscounted amount of decommissioning costs
   estimated to be expended between the years 2014 and 2050 is $1,016
   million.  After-tax earnings on the tax-qualified and nontax-qualified
   decommissioning funds are assumed to be 6.1% and 5.1%, respectively.  The
   future escalation rate is assumed to be 6.5%.

        Pursuant to the Nuclear Waste Policy Act of 1982, the DOE has
   entered into a contract with WPL to accept, transport and dispose of spent
   nuclear fuel beginning no later than January 31, 1998.  It is likely that
   the DOE will delay the acceptance of spent nuclear fuel beyond 1998.  A
   fee to offset the costs of the DOE's disposal for all spent fuel used
   since April 7, 1983 has been assessed by the DOE at one mill per net
   kilowatthour of electricity generated and sold by the Kewaunee nuclear
   power plant.  An additional one-time fee was paid for the disposal of
   spent nuclear fuel used to generate electricity prior to April 7, 1983.

        Spent fuel is currently stored at Kewaunee.  The existing capacity
   of the spent fuel storage facility will enable storage of the projected
   quantities of spent fuel through April 2001.  WPL is currently evaluating
   options for the storage of additional quantities beyond 2001.  Several
   technologies are available.  An investment of approximately $2.5 million
   in the early 2000's could provide additional storage sufficient to meet
   spent fuel storage needs until the expiration of the current operating
   license.

        The Low-Level Radioactive Waste Policy Act of 1980 as amended in
   1985 provides that states may enter into compacts to provide for regional
   low-level waste disposal facilities.  Wisconsin is a member of the Midwest
   Interstate Low-Level Radioactive Waste Compact.  The state of Ohio has
   been selected as the host state for the Midwest Compact and is proceeding
   with the preliminary phases of site selection.  In June of 1994, the
   Branwell, South Carolina disposal facility, which had been accepting
   Kewaunee low level radioactive waste materials, discontinued taking waste
   materials from outside its region.  WPL expects to have sufficient storage
   space of its own to satisfy low level radioactive waste disposal needs
   until the Ohio facility accepts low level radioactive waste materials.

   Recovery of Electric Fuel Costs

        In 1994 WPL did not automatically pass changes in electric fuel costs
   through to its Wisconsin retail electric customers.  Instead, rates were
   based on estimated per unit fuel costs established during rate proceedings
   and were not subject to change by fuel cost fluctuations unless actual
   costs were outside specified limits.  If actual fuel costs had varied from
   the estimated costs by more than +10 percent in a month or by more than
   +3 percent for the test year to date, rates could have been adjusted,
   based on the results of a special fuel cost hearing.  During 1994, fuel
   costs remained within the aforementioned parameters.  See Note 1F in the
   Notes to Consolidated Financial Statements included as part of Item 8
   hereto.

        WPL's wholesale rates and South Beloit's retail rates contain fuel
   adjustment clauses pursuant to which rates are adjusted monthly to reflect
   changes in the costs of fuel.

   <PAGE>
   <TABLE>

                                                  WISCONSIN POWER AND LIGHT COMPANY
                                                  CONSOLIDATED ELECTRIC STATISTICS
   <CAPTION>
                                                                           Year Ended December 31,
                                                    1994            1993            1992            1991            1990
   <S>                                           <C>             <C>               <C>             <C>             <C>   
   Area served (end of period):
     Population--retail (estimated)(a)..........    822,000         818,000         807,000         799,000         777,000
     Cities, villages and towns served--retail..        607             609             611             611             604
   Customers served (end of period):
     Residential and farm.......................    322,924         316,870         310,702         304,825         302,942
     Industrial.................................        776             714             727             679             635
     Commercial.................................     43,793          42,884          42,287          41,190          40,358
     Wholesale..................................         31              32              30              31              31
     Class A....................................         11               7               9              10              10
     Other......................................      1,256           1,236             950           1,173           1,147
                                                  ---------       ---------       ---------       ---------       ---------
       Total....................................    368,791         361,743         354,705         347,908         345,123
                                                  =========       =========       =========       =========       =========
   Sales--kilowatt-hours (in thousands):
     Residential and farm.......................  2,776,895       2,751,363       2,614,439       2,729,917       2,566,093
     Industrial.................................  3,764,953       3,540,082       3,377,132       3,185,101       3,173,932
     Commercial.................................  1,688,349       1,629,911       1,551,823       1,558,297       1,492,255
     Wholesale..................................  2,207,098       2,105,905       1,994,722       1,979,832       1,885,424
     Class A....................................    367,023         282,226         213,697         461,357         352,129
     Other......................................     54,217          51,073          55,230          54,376          55,101
                                                  ---------       ---------       ---------       ---------       ---------
       Total.................................... 10,858,535      10,360,560       9,807,043       9,968,880       9,524,934
                                                  =========       =========       =========       =========       =========
   Electric operating revenues (in thousands):
     Residential and farm.......................    194,242         184,176         171,887         179,751         170,875
     Industrial.................................    140,487         132,903         128,467         124,212         124,972
     Commercial.................................    101,382          95,977          91,707          92,628          89,618
     Wholesale..................................     76,056          69,757          67,326          68,154          65,983
     Class A....................................     10,344           9,198          10,159          14,677           9,784
     Other......................................      9,236          11,176           8,189           9,130           9,587
                                                  ---------       ---------       ---------       ---------       ---------
       Total....................................    531,747         503,187         477,735         488,552         470,819
                                                  =========       =========       =========       =========       =========
   Percent of generation by fuel type:
     Coal.......................................       80.4%           80.3%           79.8%           81.1%           79.6%
     Nuclear....................................       16.8%           16.5%           17.4%           15.7%           17.6%
     Hydroelectric..............................        2.4%            2.9%            2.6%            2.6%            2.5%
     Natural gas................................        0.3%            0.2%            0.1%            0.5%            0.2%
     Oil........................................        0.1%            0.1%            0.1%            0.1%            0.1%
                                                  ---------       ---------       ---------       ---------       ---------
       Total....................................      100.0%          100.0%          100.0%          100.0%          100.0%
                                                  =========       =========       =========       =========       =========
   System capacity--at time of system peak:
    (kWh's)
     Company plants (including jointly owned)...  2,193,000       2,019,000       1,934,000       1,932,000       1,936,000
     Firm purchased (sold) power................     40,000          83,000         110,000          70,000         (55,000)
                                                  ---------       ---------       ---------       ---------       ---------
       Total....................................  2,233,000       2,102,000       2,044,000       2,002,000       1,881,000
     System peak demand.........................  2,002,000       1,971,000       1,971,000       1,863,000       1,798,000
                                                  ---------       ---------       ---------       ---------       ---------
     Reserve margin at time of peak.............    231,000         131,000          73,000         139,000          83,000
                                                  =========       =========       =========       =========       =========
   Fuel cost per kilowatt-hour (cents)..........      1.410           1.349           1.365           1.392           1.419
   Cost per million BTU (all fuels) (cents).....     124.76          128.69          130.80          132.70          134.86
   BTU per kilowatthour generated (heat rate)...     10,451          10,483          10,438          10,493          10,519
   Average annual electric bill per
     residential and farm customer..............       $607            $587            $558            $594            $573
   Average annual kilowatt-hour use per
     residential and farm customer..............      8,662           8,772           8,492           9,015           8,603

   <FN>
    (a)  The estimated population for towns served jointly with other electric utilities has been
         based upon a ratio of 2.5 population per retail electric customer.
   </TABLE>


   GAS OPERATIONS:

   General

            As of December 31, 1994, WPL provided retail natural gas service
   to approximately 141,000 customers in 239 cities, villages and towns in
   22 counties in southern and central Wisconsin and one county in northern
   Illinois.

            WPL's gas sales follow a seasonal pattern.  There is an annual
   base load of gas used for heating, cooking, water heating and other
   purposes, with a large peak occurring during the heating season.

            In 1994, WPL continued to purchase significant volumes of lower
   cost gas directly from producers and marketers and transported those
   volumes over its two major pipeline supplier's systems.  This replaced
   higher cost gas historically purchased directly from the major pipeline
   systems.

   Gas Supplies

            During 1993, both of the interstate pipelines which serve WPL,
   ANR Pipeline and Northern Natural Pipeline, completed their transition to
   providing unbundled services as mandated by the FERC in its Order 636.  As
   a result, WPL now contracts with these two parties for various unbundled
   services such as firm and interruptible transportation, firm and
   interruptible storage service and "no-notice" service.  WPL and its gas
   customers have benefited from enhanced access to competitively priced gas
   supplies, and from more flexible transportation services.  As part of this
   restructuring, pipelines have sought and received authorization to recover
   from  their customers certain transition costs associated with
   restructuring.  WPL is passing these costs along to its retail gas
   customers pursuant to provisions of its retail gas tariffs.

            The gas industry, in general, was put to a severe test during
   the first quarter of 1994 in the wake of the coldest weather on record. 
   On January 18, 1994, the temperature averaged -17F in Madison, Wisconsin
   and did not rise above -7F.  WPL set a record peak day load of 251,194
   MMBTU.  Overall throughput for January was 23% above forecast.  Through
   effective use of transportation, supply, and storage contracts and by
   invoking tariff language allowing interruption and constraint of gas
   supplies to WPL's large industrial and commercial customers, WPL was able
   to maintain gas flows within the parameters imposed by its pipeline
   contracts.  By doing so, WPL avoided substantial penalty exposure from the
   pipeline companies for unauthorized use of gas.  WPL's large industrial
   and commercial customers served under interruptible rates moved to
   alternate fuel supplies during the periods of interruption and constraint. 
   These customers pay a discounted rate year round in exchange for WPL's
   right to interrupt service to their facilities.

            WPL's portfolio of natural gas contracts over the last several
   years is as follows:

   <TABLE>
   <CAPTION>
                                                     ANR Pipeline
   Contract year                        1990-91    1991-92     1992-93     1993-94    1994-1995

   <S>                                   <C>        <C>         <C>         <C>         <C> 
   Maximum daily entitlement:
       (000's Dt per day)
               Contract demand            81.5       81.5        81.5          --          --
               Firm transportation        25.9       25.9        25.9        79.0        79.0
               Firm storage               40.1       40.1        40.1        85.5        85.5
                                        ------     ------      ------      ------     -------
   Total                                 147.5      147.5       147.5       163.5       163.5
                                        ------     ------      ------      ------     -------
   Maximum annual entitlement
      (000's Dt)                        11,680     11,680         N/A         N/A        N/A

   <CAPTION>

                                               Northern Natural Pipeline

   Contract year                        1990-91    1991-92     1992-93     1993-94    1994-1995
                                                     (a)         (a)         (a)
   Maximum daily entitlement:
        (000's Dt per day)
               Contract demand            19.9       16.9         --         --         --
               Firm transportation        13.7       26.5        53.6        53.6       53.6
               Firm storage                -          2.2         1.5         8.5        8.5
               "Unbundled" sales           -          -          16.9         1.4        1.4
                                        ------     ------      ------      ------     ------
   Total                                  33.6       45.6        53.6        53.6       53.6
                                        ======     ======      ======      ======     ======

   Maximum annual entitlement
        (000's Dt)                       5,815       N/A         N/A         N/A        N/A

   <FN>
   (a)         Total no longer equals sum of components.  Currently, Northern Natural requires that WPL hold firm transportation
               equal to its total peak-day requirements.  Firm storage, "unbundled" sales from Northern Natural, and third party
               gas supply (not shown) are all eligible gas sources to be moved to WPL's city gates via this firm transportation. 
               Contract demand services from Northern Natural have been eliminated.
   </TABLE>

            As the natural gas market continues to evolve, WPL continuously
   evaluates products and services provided by pipelines and gas suppliers to
   meet the changing needs of its firm and interruptible gas customers.

   <PAGE>
   <TABLE>
                                                  WISCONSIN POWER AND LIGHT COMPANY
                                                     CONSOLIDATED GAS STATISTICS

   <CAPTION>
                                                                    Year Ended December 31,
                                                  1994        1993        1992        1991        1990
   <S>                                          <C>         <C>         <C>         <C>         <C>  
   Area served (end of period):
     Population -- retail (estimated)(a)......   399,000     391,000     377,000     375,000     363,000
     Cities, villages and towns served --
        retail................................       239         217         194         199         195

   Customers served  (end of period):
     Residential..............................   124,938     120,829     116,642     113,475     110,606
     Commercial firm..........................    15,082      14,644      14,209      13,848      13,384
     Industrial firm..........................       449         444         447         443         438
     Interruptible............................       272         261         262         215         211
     Transportation...........................       135          85         109          46          59
                                                 -------     -------     -------     -------     -------
         Total................................   140,876     136,263     131,669     128,027     124,698
                                                 =======     =======     =======     =======     =======
   Sales - Therms  (in thousands)   (b):
     Residential..............................   119,562     120,005     114,131     114,772     102,048
     Commercial firm..........................    70,702      69,389      66,272      67,015      59,123
     Industrial firm..........................    16,785      17,649      15,815      16,436      15,202
     Interruptible............................    24,809      27,872      25,497      26,025      35,434
     Interdepartmental sales..................     7,425       3,346       1,923       5,530       2,537
     Transported gas..........................    85,364      84,877      69,244      61,001      56,493
                                                 -------     -------     -------     -------     -------
         Total................................   324,647     323,138     292,882     290,779     270,837
                                                 =======     =======     =======     =======     =======
   Gas operating revenues  (in thousands):
     Residential..............................   $71,555     $71,632     $63,699     $63,521     $59,793
     Commercial firm..........................    34,644      33,456      30,486      29,640      27,509
     Industrial firm..........................     7,273       7,292       6,668       6,767       6,542
     Interruptible............................     8,777      10,685      14,589      12,051      11,563
     Interdepartmental sales and other........     2,779         400         281       1,469         883
     Transported gas..........................    15,112      14,919       3,639       4,327       4,133
                                                 -------     -------     -------     -------     -------
         Total................................  $140,140    $138,384    $119,362    $117,775    $110,423
                                                 =======     =======     =======     =======     =======
   Average annual residential heating use --
     therms...................................     1,022       1,052       1,029       1,069         978

   Average annual gas bill per residential
     heating customer.........................      $613        $631        $573        $590        $572

   <FN>
   (a)      The estimated population for towns served jointly with other gas utilities has been based upon a ratio of 2.5
            population per retail gas customer.

   (b)      One therm equals 100,000 British Thermal Units and is a measure of the heat content of natural gas.
   </TABLE>


   Environmental Matters

            WPL cannot precisely forecast the effect of future environmental
   regulations by Federal, state and local authorities upon its generating,
   transmission and other facilities, or its operations, but has taken steps
   to anticipate the future while meeting the requirements of current
   environmental regulations.  The Clean Air Act Amendments of 1977 and
   subsequent amendments to the Clean Air Act, as well as the new laws
   affecting the handling and disposal of solid and hazardous wastes along
   with clean air legislation passed in 1990 by Congress, could affect the
   siting, construction and operating costs of both present and future
   generating units.

            Under the Federal Clean Water Act, National Pollutant Discharge
   Elimination System permits for generating station discharge into water
   ways are required to be obtained from the DNR to which the permit program
   has been delegated.  These permits must be periodically renewed.  WPL has
   obtained such permits for all of its generating stations or has filed
   timely applications for renewals of such permits.

            Air quality regulations promulgated by the DNR in accordance
   with Federal standards impose statewide restrictions on the emission of
   particulates, sulfur dioxide, nitrogen oxides and other air pollutants and
   require permits from the  DNR for the operation of emission sources.  WPL
   currently has the necessary permits to operate its fossil-fueled
   generating facilities.  With the passage of the new Federal Clean Air Act
   Amendments, the states are required to include these provisions into their
   permit requirements.  WPL has submitted timely Title V permit applications
   in compliance with schedules set forth by the regulators.  The operating
   permits, when issued, will consolidate all existing air permit conditions
   and regulatory requirements into one permit for each facility.  Permits
   may be issued in late 1995 or 1996.  Until such time, the facilities will
   continue to operate under their existing permit conditions.

            Pursuant to Section 144.386(2)of the Wisconsin Statutes, WPL has
   submitted data and plans for 1995 sulfur dioxide emissions compliance. 
   Actual 1994 emissions were reported to the DNR.  WPL is currently in
   compliance with this state requirement.  WPL will make any necessary
   operational changes in fuel types and power plant dispatch to comply with
   the system emissions limit of 1.2 pounds SO2 per million BTU.

            WPL's compliance strategy for Wisconsin's sulfur dioxide law
   (discussed above) and the Federal Clear Air Act Amendments required plant
   upgrades at its generating facilities.  The majority of these projects
   were completed in 1993.  WPL has installed continuous emission monitoring
   systems at all of its coal fired boilers in compliance with Federal
   requirements.  Monitoring for sulfur dioxide was also required by Title IV
   of the Federal Clean Air Act at WPL's South Fond du Lac combustion turbine
   site.  These requirements were also met.  Additional monitoring systems
   for nitrogen oxides will be required by January 1, 1996 at the combustion
   turbine site.  WPL will install these monitors in 1995.  No significant
   investments are anticipated at this time to meet the requirements of the
   Federal Clean Air Act Amendments.

            Pursuant to Section 311(j)(5) of the Clean Water Act, WPL has
   submitted facility response plans for the Rock River generating station
   and the South Fond du Lac combustion turbine site.  The plans address
   pollution prevention and spill response activities for those facilities
   with capacity to store in excess of one million gallons of oil.

            WPL maintains licenses for all its ash disposal facilities and
   regularly reports to the DNR groundwater data and quantities of ash
   landfilled or reused.  The landfills are operated according to a Plan of
   Operation approved by the DNR.

            WPL's accumulated pollution abatement expenditures through
   December 31, 1994, totaled approximately $133 million.  The major
   expenditures consist of about $60 million for the installation of
   electrostatic precipitators for the purpose of reducing particulate
   emissions from WPL's coal-fired generating stations and approximately
   $73 million for other pollution abatement equipment at the Columbia, Edge-
   water, Kewaunee, Nelson Dewey, Rock River and Blackhawk plants. 
   Expenditures during 1994 totalled approximately $5 million.  Estimated
   future  pollution abatement expenditures total $1.5 million through 1996. 
   WPL's estimated pollution abatement expenditures are subject to continuing
   review and are revised from time to time due to escalation of construction
   costs, changes in construction plans and changes in environmental
   regulations.

            See "Electric Operations - Fuel" for information concerning the
   disposal of spent nuclear fuel and high level nuclear waste.

   Manufactured Gas Plant Sites

            Historically, WPL has owned 11 properties that have been
   associated with the production of manufactured gas.  Currently, WPL owns
   five of these sites, three are owned by municipalities, and the remaining
   three are owned by private companies.  In 1989, WPL initiated
   investigation of these manufactured gas plant sites.  The DNR has been
   involved in reviewing investigation plans and has received ongoing reports
   regarding these investigations.

            In 1992, and into the beginning of 1993, WPL continued its
   investigations and studies.  WPL confirmed that there was no contamination
   at two of the sites and received a close out letter from the DNR related
   to one of those sites and requested a close out letter for the other site. 
   Additionally, the investigation of historical records at a third site
   indicated a minimal likelihood of any significant environmental impacts. 
   In February 1993, WPL completed cost estimates for the environmental
   remediation of the eight remaining sites.  The results of this analysis
   indicate that during the next 34 years, WPL will expend approximately $81
   million for feasibility studies, data collection, soil remediation
   activities, groundwater research and groundwater remediation activities,
   including construction of slurry containment walls and the installation of
   groundwater pump and treatment facilities.  This estimate was based on
   various assumptions, and is subject to continuous review and revision by
   management.

            The cost estimate set forth above assumes 4 percent average
   inflation over a 34 year period.  The cost estimate also contemplates that
   primarily groundwater pump and treatment activities will take place after
   1998 through and including 2027.  During this time, WPL estimates that it
   will incur average annual costs of $2.0 million to complete the planned
   groundwater remediation activities.

            With respect to rate recovery of these costs, the PSCW has
   approved a five year amortization of the unamortized balance of
   environmental costs expended to date.

            In addition, WPL is pursuing insurance recovery for the costs of
   remediating these sites and is investigating to determine whether there
   are other parties who may be responsible for some of the clean-up costs.

            Through 1994, management has continued its oversight of the
   issues related to the above manufactured gas plant sites without
   significant revision to the above estimates and assumptions.

            Based on the present regulatory record at the PSCW, management
   believes that future costs of remediating these manufactured gas plant
   sites will be recovered in rates.

                                       HDC

            Incorporated in 1988, HDC is the parent company of all of the
   Company's nonutility businesses.  HDC and its principal subsidiaries are
   engaged in business development in three major areas: (1) environmental
   engineering and consulting, (2) affordable housing, and (3) energy
   services.

            At year-end 1994, HDC employed approximately 1,444 persons: 839
   in the area of environmental engineering and consulting, 149 in the area
   of affordable housing, 439 in the area of energy services, and 17 at the
   HDC level.

   ENVIRONMENTAL ENGINEERING AND CONSULTING:

            WPL acquired RMT, Inc. in 1983.  It subsequently became a wholly
   owned subsidiary of HDC in 1988.  In 1992, HDC transferred its ownership
   of RMT to Environmental Holding Company ("EHC), a wholly owned subsidiary
   of HDC and the parent company for its environmental engineering and
   consulting activities.  RMT is a Madison, Wisconsin based environmental
   and engineering consulting company that serves clients nationwide in a
   variety of industrial segment markets.  The most significant of these are
   foundries, chemical companies, pulp and paper processors, and other
   manufacturers.  RMT specializes in solid and hazardous waste management,
   ground water quality protection, industrial design and hygiene
   engineering, laboratory services, and air and water pollution control. 
   RMT owns and operates chemical and soil-testing laboratories in Madison
   and leases biological-testing laboratories in Greenville, South Carolina.

            EHC acquired Jones & Neuse, Inc. ("J&N") in 1993.  J&N is based
   in Austin, Texas and serves EHC's gulf coast region.  J&N has four
   additional Texas offices, a Louisiana office and a Mexican subsidiary (ABC
   Estudios y Projectos).  It provides full capabilities in air quality,
   water quality, hazardous and solid waste engineering, and remedial
   projects.

            In addition to J&N, EHC acquired Hydroscience, Inc.
   ("Hydroscience") and Four Nines, Inc. ("Four Nines") in 1993.  In 1994,
   Hydroscience and Four Nines were merged into RMT.

            In 1994, RMT acquired Braithwaite Consultants, Inc.
   ("Braithwaite"), located in Ann Arbor, Michigan.  Braithwaite, combined
   with the Lansing, MI office of RMT, will primarily serve the Michigan
   marketplace.

   AFFORDABLE HOUSING:

            Formed by HDC in 1988, Heartland Properties, Inc. ("HPI") is
   responsible for the development and management of HDC's real estate and
   housing investments.  HPI's primary focus has been the development,
   construction, and management of affordable housing and historic
   rehabilitation properties in Wisconsin, Indiana, Michigan, and Illinois. 
   As of December 31, 1994, HPI's level of investment in housing was
   approximately $98 million, providing nearly 2,250 units to a diverse group
   of residents.

            Toolkit Property Management Systems, Inc. ("Toolkit"), organized
   in 1993, provides property management services for many of HPI's housing
   projects.

            To facilitate HPI's development and financing efforts, HDC
   incorporated Capital Square Financial Corporation ("Capital Square") in
   1992 and Heartland Capital Company LLC ("HCC") in 1994 to provide mortgage
   banking services and construction financing services, respectively, to the
   affordable housing market.

            Heartland Retirement Services, Inc. ("HRS"), organized in 1993,
   provides a comprehensive range of housing related products for the fastest
   growing segment of the American population, older adults.

   ENERGY SERVICES:

            A&C Enercom, Inc. ("A&C") was acquired by HDC in 1993.  A&C, a
   utility service company, is based in Atlanta, Georgia and provides a
   variety of services including marketing and demand side management
   primarily to public electric and gas utilitiy companies.

            Entec Consulting, Inc. ("Entec"), acquired by HDC in 1993, is a
   Madison, Wisconsin based firm that provides full-service consulting to the
   utility industry for power generation computer software programs.

            In 1994, A&C sold Ecogroup, Inc.  Ecogroup, a Phoenix, Arizona
   based company initially acquired by A&C in 1993, provides energy and
   environmental programs primarily for the electric and gas utility
   industry.

            HDC has begun an assessment of the strategic fit of its utility
   service business and is considering various alternatives, including the
   possible sale of part or all of this business.


   ITEM 2.  PROPERTIES

   WPL

            The following table gives information with respect to electric
   generating facilities of WPL (including WPL's portion of those facilities
   jointly-owned).

   <TABLE>
   <CAPTION>

                                                                      1994 Summer
                                                                      Capability
                                                                      WPL Portion      Ownership
        Type/                                                         in kilowatts     Interest
      Location                 Name                    Fuel               (kw)         in Facility
      <S>                     <C>                   <C>                   <C>           <C> 
      Steam

      Beloit, WI              Blackhawk             Natural Gas            54,500       100%
      Janesville, WI          Rock River            Coal                  149,800       100%
      Cassville, WI           Nelson Dewey          Coal                  211,800       100%
      Sheboygan, WI           Edgewater #3          Coal                   70,000       100%
      Sheboygan, WI           Edgewater #4          Coal                  221,500        68.2%
      Sheboygan, WI           Edgewater #5          Coal                  290,100        75%
      Kewaunee, WI            Kewaunee              Nuclear               215,700        41%
      Portage, WI             Columbia Energy       Coal                  461,500        46.2%
                                Center
      Hydro

      Wisconsin Dells, WI     Kilbourn              Hydro                   5,800       100%
      Prairie du Sac, WI      Prairie du Sac        Hydro                  14,200       100%
      Wisconsin River         Petenwell/            Hydro                   6,100        33%
        Power Co.              Castle Rock

      4 small units at
      various locations                             Hydro                   1,500       100%

      Combustion Turbine
      Janesville, WI          Rock River            Natural Gas
                                                      or Oil              130,300       100%
      Fond du Lac, WI         South Fond du Lac     Natural Gas
                                Unit 2 and 3          or Oil              166,700       100%
      Edgerton, WI            Sheepskin             Natural Gas
                                                      or Oil               37,500       100%
                                                                          -------
                                                    Total               2,037,000
                                                                        =========
   </TABLE>

            The maximum net hourly peak load on WPL's electric system was
   2,002,000 kw and occurred on June 16, 1994.  At the time of such peak
   load, 2,386,000 kw were produced by generating facilities operated by WPL
   (including other company shared jointly-owned facilities).  WPL delivered
   934,000 kw of power and received 540,000 kw of power from external
   sources.  During the year ended December 31, 1994, about 84.4 percent of
   WPL's total kilowatthour requirements were generated by company-owned and
   jointly-owned facilities and the remaining 15.6 percent was purchased. 
   Substantially all of WPL's facilities are subject to the lien of its first
   mortgage bond indenture.

   HDC:

            The following table gives information with respect to rental
   properties associated with HPI's affordable housing and historic
   rehabilitation project developments as of December 31, 1994.

     Location            Housing Development     Resident Type        Amount
                                                               (In Thousands)
   Property:

     Antigo, WI          The Depot               Families            $ 2,219
     Appleton, WI        Lincoln Mills           Families/Elderly      4,495
     Appleton, WI        Ravine Mills            Families/Elderly      2,510
     Appleton, WI        The Mills II            Families/Elderly      7,394
     DePere, WI          Lawton Foundry          Families              4,354
     Madison, WI         The Avenue              Disabled/Families     2,899
     Madison, WI         YWCA                    Women & Homeless      5,593
     Marinette, WI       Dunlap Square           Families/Elderly      8,974
     Marshfield, WI      The Woodlands           Families/Elderly      2,615
     McFarland, WI       The Cottages            Families/Elderly      2,390
     Sheboygan Falls, WI Jung Apartments         Families              3,628
     Sheboygan, WI       Sunnyside Townhouses    Families              2,543
     Sheboygan, WI       Brickner Woolen Mills   Families/Elderly      3,283
     Sun Prairie, WI     Vandenburg Heights      Families              2,997
     Verona, WI          Sugar Creek             Elderly               3,027
     Various             Other                   Families, Elderly,
                                                 Singles, Disabled
                                                 & Homeless           45,834
                                                                     -------
   Total property                                                    104,755

   Accumulated depreciation                                           (8,138)
                                                                     -------
   Net property                                                      $96,617
                                                                     =======

            Occupancy rates in the 60 properties/investments owned by HPI
   averaged 94 percent during 1994.

            HDC has no other properties which it considers to be material in
   relation to the Company's consolidated financial statements.

   ITEM 3.  LEGAL PROCEEDINGS

            There are no material pending legal proceedings, other than
   ordinary routine litigation incidental to the business, to which the
   Company or any of its subsidiaries is a party or to which any of their
   property is subject.

                              ENVIRONMENTAL MATTERS

            The information required by Item 3 is included in this Form 10-K
   in Note 11c to Notes to Consolidated Financial Statements, which 
   information is incorporated herein by reference.

                                  RATE MATTERS

            The information required by Item 3 is included in Items 6 and 7
   of this Form 10-K within the Management's Discussion and Analysis of
   Financial Condition and Results of Operations narrative under the caption
   "Rates and Regulatory Matters."

   <TABLE>
   RECENT RATE CASE PROCEEDINGS
   <CAPTION>                                                                       Increase                Ordered or
                                                           Increase      (Decrease)   Requested   Negotiated     Date
                                                          (Decrease)     Ordered or  % Return on  % Return on  Increase
       Rate Case       Type of    Application    Test     Requested     Negotiated    Common       Common     (Decrease)
      Designation      Service(a)     Date        Year    ($ Millions)  ($ Millions)   Equity       Equity     Effective
   <S>                     <C>        <C>        <C>          <C>         <C>           <C>
   WPL Retail (PSC)
   6680-UR-103             e,g,w      02-29-88   1988-89       14.7         5.5         13.25        13.10     10-18-88
   6680-UR-104             e,g,w      12-30-88   1989-90       17.4         5.3         13.10        13.00     11-12-89
   6680-UR-105             e,g,w      12-29-89   1990-91        9.0       (10.8)        13.10        12.90     08-01-90
   6680-UR-106             e,g,w      12-28-90   1991-92       18.7        (0.1)        13.25        12.90     08-01-91
   6680-UR-107             e,g,w      12-30-91   1992-93       17.8        (0.9)        13.10        12.40     01-01-93
   6680-UR-108             e,g,w      01-04-93   1993-94       24.5        17.7         12.60        11.60     10-01-93
   6680-UR-109             e,g,w      02-01-94   1995-96        3.8       (11.6)        12.20        11.50     01-01-95

   WPL Wholesale (FERC)

   ER87-554                e          07-31-87   1987-88       (1.2)        (.9)        13.00        (b)       01-01-88
   ER93                    e          05-28-93   1993-94        2.0         2.0         11.00        (b)       10-01-93

   South Beloit (ICC)

   85-0505                 e,w        11-08-85   1985-86       1.4(c)        .9         15.00        13.80     09-27-86

   <FN>
   (a)        e-electric, g-gas, w-water.
   (b)        Return on equity was not specified in the negotiated settlement agreement.
   (c)        On 05-07-86, South Beloit Water, Gas and Electric Co. adjusted the increase requested downward to $1.1 million.
   </TABLE>

   ITEM 4.  SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS

              No matters were submitted to a vote of security holders during
   the fourth quarter of 1994.

   EXECUTIVE OFFICERS OF THE REGISTRANT

              Erroll B. Davis, Jr, 50, was elected President on January 17,
   1990 and Chief Executive Officer, effective July 1, 1990 of the Company. 
   He has served as President and Chief Executive Officer of WPL since
   August 1, 1988.  He has served as a director of the Company since March
   1988.

              Lance W. Ahearn, 46, was elected President of HDC effective
   April 1, 1990 and Chief Executive Officer effective May 4, 1990.  Prior
   to joining HDC, he held several management positions with Bucyrus Erie
   Company, Milwaukee, Wisconsin.

              Edward M. Gleason, 54, was elected Vice President, Treasurer
   and Corporate Secretary of the Company effective October 3, 1993.  He
   previously served as Vice President-Finance and Treasurer of WPL since May
   1986.  Mr. Gleason functions as the principal financial officer of the
   Company.

              William D. Harvey, 45, was appointed Senior Vice President of
   WPL effective October 3, 1993.  He previously served as Vice President-
   Natural Gas and General Counsel since August 1992, Vice President-General
   Counsel since October 1, 1990 and Vice President-Associate General Counsel
   since July 1986.  Prior to joining WPL, he was a member of the law firm
   of Wheeler, Van Sickle, Anderson, Norman and Harvey.

              Eliot G. Protsch, 41, was appointed Senior Vice President of
   WPL effective October 3, 1993.  He previously served as Vice President-
   Customer Services and Sales since August 1992, Vice President and General
   Manager-Energy Services since January 1989 and District Manager, Dane
   County, since October 1986.

              A.J. (Nino) Amato, 43, was appointed Senior Vice President of
   WPL effective October 3, 1993.  He previously served as Vice President - 
   Marketing and Strategic Planning of WPL since December 1992, Vice
   President - Marketing and Communications of WPL since January 1989 and
   Director of Electric Marketing and Customer Service since October 1988. 
   He had been President of Forward Wisconsin, Inc. from 1987 to 1988.
   
           Daniel A. Doyle, 36, was appointed Vice President-Finance,
   Controller and Treasurer of WPL on December 25, 1994.  He previously
   served as Controller and Treasurer of WPL since October 3, 1993.  He has
   served as Controller of WPL since July 1992.  Prior to joining WPL, he was
   Controller of Central Vermont Public Service Corporation since December
   1988.

              Steve F. Price, 42, was appointed Assistant Corporate Secretary
   and Assistant Treasurer on April 15, 1992.  He had been Cash Management
   Supervisor since December 1987.  He was also appointed Assistant Corporate
   Secretary of WPL on April 15, 1992.

   NOTE:      All ages are as of December 31, 1994.  None of the executive
              officers listed above is related to any director of the Board
              or nominee for director of the Company.

              Executive officers of the Company have no definite terms of
              office and serve at the pleasure of the Board of Directors.


                                     PART II

   ITEM 5.  MARKET FOR REGISTRANT'S COMMON EQUITY AND RELATED STOCKHOLDER
   MATTERS

   The Company's Common Stock trades on the New York Stock Exchange.  Quarterly
   Price Ranges and Dividends with respect to the Common Stock are as follows:

   <TABLE>
   <CAPTION>
                                    1994                                       1993                
                     ----------------------------------        ------------------------------------
   Quarter            High           Low       Dividend         High          Low         Dividend
   <S>               <C>           <C>         <C>             <C>          <C>           <C> 
   First             $32 7/8       $27 3/4     $  .48          $36          $32 1/2       $  .475
   Second             30 3/4        26 3/8        .48           36 3/4       33 1/8          .475
   Third              29 7/8        27            .48           36 1/4       35              .475
   Fourth             28 7/8        26 7/8        .48           36           31 1/2          .475
                     -------       -------     ------          -------      -------       -------
   Year              $32 7/8       $26 3/8     $ 1.92          $36 3/4      $31 1/2       $ 1.90
                     =======       =======     ======          =======      =======       ======
   </TABLE>

   Year-end stock price:  $27 3/8

           At December 31, 1994, there were approximately 37,049 holders of
   record of the Company's common stock including underlying holders in the
   Company's Dividend Reinvestment and Stock Purchase Plan.

           WPL's retail rate order effective January 1, 1995, requires WPL to
   maintain a utility common equity level of 51.93 percent of total utility
   capitalization during the two year test year ending December 31, 1996.  
   In addition, the PSCW ordered that it must approve the payment of dividends
   by WPL to the Company that are in excess of the level forecasted for 1995
   ($58.1 million), if such dividends would reduce WPL's average common equity
   ratio below 51.93 percent.

   ITEMS 6 AND 7.    SELECTED FINANCIAL DATA AND MANAGEMENT'S DISCUSSION AND
                     ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF
                     OPERATIONS

   WPL HOLDINGS, INC.

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

   <TABLE>
   SELECTED FINANCIAL DATA
   <CAPTION>

                                          1994        1993       1992     1991     1990  
                                           (In Millions Except for Per Share Data)
   <C>                                   <S>         <S>        <S>      <S>      <S>
   Operating revenues.................   $  816      $  773     $  673   $  670   $  618
   Net income.........................   $   65      $   63     $   58   $   66   $   60
   Earnings per share.................   $ 2.13      $ 2.11     $ 2.10   $ 2.42   $ 2.23
   Total assets (at December 31)......   $1,806      $1,762     $1,566   $1,383   $1,261
   Long-term debt, net (at December 31)  $  448      $  425     $  418   $  367   $  343
   Cash dividends paid per share......   $ 1.92      $ 1.90     $ 1.86   $ 1.80   $ 1.74
   </TABLE>

   1994 COMPARED WITH 1993

   OVERVIEW

   Earnings per share of WPL Holdings, Inc. (the "Company") common stock
   increased to $2.13 in 1994 compared with $2.11 in 1993.  Earnings for 1994
   were significantly affected by two non-recurring items from the Company's
   utility subsidiary Wisconsin Power and Light Company ("WPL").  These items
   were the reversal of a coal contract penalty in the 1st quarter and costs
   associated with early retirement and severance programs which primarily
   occurred in the 4th quarter.  Both of these items are discussed in the
   "Other Events" section of Management's Discussion and Analysis.  The
   following breakout presents the recurring aspects of 1994's operations.

                                                 1994          1993

     Earnings per share, as reported            $2.13         $2.11
     Less: Increase in earnings from
           reversal of coal contract
           penalty                               (.16)         ( - )
     Add:  Decrease in earnings from
           costs associated with early
           retirement and severance
           programs                               .27           .04
                                                -----         -----
     Earnings per share before the 
       above non-recurring items                $2.24         $2.15
                                                =====         =====

   The increase in the "Earnings per share before the above non-recurring
   items" primarily reflects an increase in operating earnings from WPL.  The
   increase was somewhat offset by program start-up costs associated with
   expansion of the affordable housing and energy services businesses of the
   Company's non-regulated subsidiary, Heartland Development Corp. ("HDC").

   <TABLE>
   Electric Operations
   <CAPTION>
                                                                                            Revenues &
                                                                                            Costs Per
                                                         kWh's Sold,                         kWh Sold 
                            Revenues         %           Generated                %         Generated           Customers at
                           and Costs       Change       and Purchased           Change       & Purch.           End of Year 
                         1994      1993                 1994         1993                  1994      1993       1994     1993
                         (in thousands)                    (in thousands)

   <S>                 <C>       <C>       <C>       <C>         <C>             <C>       <C>       <C>      <C>       <C>
   Residential
    and farm           $194,242  $184,176    5%       2,776,895   2,751,363       1%       $.070     $.067    325,063   316,870
   Industrial           140,487   132,903    6%       3,764,953   3,540,082       6%        .037      .038        776       714 
   Commercial           101,382    95,977    6%       1,688,349   1,629,911       4%        .060      .059     43,868    42,884
   Wholesale and
    Class A              86,400    78,955    9%       2,574,121   2,388,131       8%        .034      .033         81        39
   Other                  9,236    11,176  -17%          54,518      51,073       7%        .169      .219      1,477     1,236
                       --------  --------  ----      ----------   ---------     ----       -----     -----    -------   -------
     Total              531,747   503,187    6%      10,858,836  10,360,560       5%       $.049     $.049    371,265   361,743
                                                     ==========   =========     ====       =====     =====    =======   =======
   Elec. production
    fuels               123,469   123,919    0%       9.445,950   9,180,484       3%       $.013     $.013
                                                     ==========   =========     ====       =====     ===== 
   Purchased power       37,913    28,574   33%       1,780,451   1,481,993      20%       $.021     $.019
                       --------  --------  ----      ==========   =========     ====       =====     =====
   Margin              $370,365  $350,694    6%
                       ========  ========  ====
   </TABLE>

   WPL's electric margin increased during 1994 compared to 1993.  The primary
   factor was a 3.8 percent retail rate increase effective October 1, 1993. 
   Strong economic conditions in the industrial and commercial customer
   classes contributed higher sales and customer growth.  A colder than
   normal January and a very warm mid-September offset relatively mild summer
   conditions in July and August making 1994 a relatively average year in
   terms of degree day impacts on sales volumes.  Electric production fuel
   costs were stable in 1994.  The volume of purchased power increased as a
   result of WPL's efforts to conserve coal inventories during a rail strike
   in the 3rd quarter of 1994.  See "Other Events" for details.

   <TABLE>
   Gas Operations
   <CAPTION>
                                                                                          Revenues &
                              Revenues          %        Therms Sold            %       Costs Per Therm    Customers at
                             and Costs        Change     & Purchased          Change    Sold, & Purch.    End of Year 
                           1994      1993               1994          1993              1994    1993     1994      1993
                           (in thousands)                 (in thousands)

   <S>                   <C>        <C>        <C>      <C>         <C>        <C>     <C>      <C>     <C>       <C>
   Residential           $ 71,555   $ 71,632     0%     119,562     120,005      0%    $.60     $.60    124,938   120,829
   Firm                    41,918     40,748     3%      87,487      87,038      1%     .48      .47     15,531    15,088
   Interruptible            8,777     10,685   -22%      24,809      27,872    -13%     .36      .39        272       261
   Transportation          15,112     14,205     7%      85,364      84,877      1%     .18      .17        135        85
   Other                    2,284       --       -%       7,536        --        -%     .31      --          90      --   
                         --------   --------  ----     --------    --------   -----    ----     ----    -------   -------
     Total                139,646    137,270     2%     324,758     319,792      2%    $.44     $.43    140,966   136,263
                                                       ========    ========   =====    ====     ====    =======   =======
   Purchased gas           88,553     90,505    -3%     293,547     285,531      4%    $.31     $.32
                         --------   --------  -----    ========    ========   =====    ====     ====
   Margin                $ 51,093   $ 46,765    10%
                         ========   ========  =====
   </TABLE>

   Gas margin increased in 1994 from 1993 primarily based on two factors: 1)
   a 1.4 percent retail rate increase effective October 1, 1993 and, 2) an
   increase in customers in the higher rate firm service resulted in a more
   favorable sales mix.  The overall cost of purchased gas declined
   reflecting WPL's effective use of opportunities on the gas spot market.
    
   Fees, Rents and Other Operating Revenues ("Other Revenues")

   Environmental services revenues increased due to continued strong demand. 
   Other revenues increased due to an increased number of affordable housing
   project syndications and the inclusion of the full year of revenues in
   1994 for A&C Enercom Consultants, Inc. that was acquired in February,
   1993.

   Other Operation Expense

   The increase in other operation expense is primarily related to the early
   retirement and severance programs discussed later in the "Other Events"
   section and increased program start-up costs associated with the expansion
   of the Company's affordable housing and energy services businesses. 
   Offsetting these costs were reductions in WPL's operating costs resulting
   from the ongoing reengineering of its processes.

   Maintenance

   Maintenance expense decreased between years due to the variation in the
   timing and extent of WPL's maintenance outages at its generating
   facilities between years.  Secondarily, a severe storm in the summer of
   1993 increased 1993's maintenance expense related to service restoration.

   Depreciation and Amortization

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

   Other Income and (Deductions)

   Other income increased due to the reversal of a coal contract penalty
   discussed later in the "Other Events" section.

   Income Taxes

   Income taxes increased between years primarily due to higher taxable
   income.

   Affordable housing tax credits declined as HPI reduced its ownership
   interests in qualifying properties late in 1993, placing more emphasis on
   the generation of syndication and development fees and retaining only
   small ownership interests in additional properties.

   1993 COMPARED WITH 1992

   OVERVIEW

   Earnings per share of the Company common stock increased to $2.11 in 1993
   compared with $2.10 in 1992.  The increase in earnings primarily reflected
   an increase in earnings from WPL.  The principle factors leading to
   increased earnings included warmer summer weather and lower electric fuel
   costs per kWh which yielded higher electric margins for WPL.  These
   increases were somewhat offset by increased depreciation expense resulting
   from additional investment in utility plant and property additions, a
   change in the mix of gas sales from higher margin sales to lower margin
   sales, the increase in the Federal corporate tax rate from 34 percent to
   35 percent and a one-time 4-cent-per-share charge associated with a
   voluntary separation program for the executive management group at the
   utility.

   The Company's nonregulated subsidiary, HDC, contributed to earnings
   through its principal businesses: 1) environmental engineering and
   consulting, 2) affordable housing, and 3) energy products and services.

   <TABLE>
   Electric Operations
   <CAPTION>
                                                                                           Revenues &
                                                                                            Costs Per
                                                         kWh's Sold,                         kWh Sold 
                            Revenues         %           Generated                %         Generated           Customers at
                           and Costs       Change       and Purchased           Change       & Purch.           End of Year 
                         1993      1992                 1993         1992                  1993      1992       1993     1992
                         (In Thousands)              (In Thousands)
   
   <S>                 <C>       <C>        <C>      <C>         <C>             <C>       <C>       <C>      <C>       <C>
   Residential
    and farm           $184,176  $171,887    7%       2,751,363   2,614,439       5%       $.067     $.066    316,870   310,702
   Industrial           132,903   128,467    3%       3,540,082   3,377,132       5%        .038      .038        714       727 
   Commercial            95,977    91,707    5%       1,629,911   1,551,823       5%        .059      .059     42,884    42,287
   Wholesale and
    Class A              78,955    77,485    2%       2,388,131   2,208,419       8%        .033      .035         39        39
   Other                 11,176     8,189   36%          51,073      55,230      -8%        .219      .148      1,236       950
                       --------  --------  ----      ----------   ---------     ----       -----     -----    -------   -------
     Total              503,187   477,735    5%      10,360,560   9,807,043       6%       $.049     $.049    361,743   354,705
                                                     ==========   ========      ====       =====     =====    =======   =======
   Elec. production
    fuels               123,919   123,440   .4%       9,180,484   9,041,317       2%       $.013     $.014                 
                                                     ==========   =========     ====       =====     =====
   Purchased power       28,574    24,427   17%       1,481,993   1,124,667      32%       $.019     $.022
                       --------  --------  ----      ==========   =========     ====       =====     =====
   Margin              $350,694  $329,868    6%
                       ========  ========  ====
   </TABLE>


   WPL's electric margin in dollars increased during 1993 compared with 1992
   due to increased demand for electricity brought on by warmer summer
   weather.  Residential customers, being the most weather sensitive,
   experienced the most significant increases.  Wisconsin's strong economy
   kept the commercial and industrial classes growing steadily.  These
   increases were coupled with declining electric production fuel costs per
   kWh.  The decrease in electric production fuels was due to WPL's
   aggressive pursuit of additional spot coal purchase opportunities as its
   longer term contracts began to expire.  Additionally, a highly competitive
   rail transportation environment significantly reduced the cost of
   transporting the coal.  Also, lower cost purchased power became available
   due to excess capacity in the bulk-power market.

   <TABLE>
   Gas Operations
   <CAPTION>
                                                                                          Revenues &
                              Revenues          %        Therms Sold            %       Costs Per Therm    Customers at
                             and Costs        Change     & Purchased          Change    Sold, & Purch.    End of Year 
                           1993      1992               1993          1992              1993    1992     1993      1992
                           (in thousands)                 (in thousands)

   <S>                   <C>        <C>         <C>     <C>         <C>         <C>    <C>      <C>     <C>       <C>  
   Residential           $ 71,632   $ 63,699    13%     120,005     114,131      6%    $.60     $.56    120,829   116,642
   Firm                    40,748     37,154    10%      87,038      82,087      7%     .47      .46     15,088    14,656
   Interruptible           10,685      9,554    12%      27,872      25,497     10%     .39      .38        261       262
   Transportation          14,205      8,674    64%      84,877      69,244     19%     .17      .13         85       109
   Other                     --          281     -%        --         1,923      -%      --      .15       --        --  
                         --------   --------  -----    --------    --------   -----    ----     ----    -------   -------
     Total                137,270    119,362    16%     319,792     292,882     10%    $.43     $.41    136,263   131,669
                                                       ========    ========   =====    ====     ====    =======   =======
   Purchased gas           90,505     77,112    18%     285,531     258,431     11%    $.32     $.30
                         --------   --------  -----    ========    ========   =====    ====     ====
   Margin                $ 46,765   $ 42,250    11%
                         ========   ========  =====
   </TABLE>

   WPL's gas revenues for 1992 were affected by the recognition of a $4.9
   million before-tax refund to its natural gas customers resulting from an
   adjustment in the calculation of the purchased gas adjustment clause. 
   Without the impact of this revenue adjustment, comparative gas margins
   would have  declined for 1993 compared with 1992.

   The overall increases in gas revenues and purchased gas costs between
   years resulted primarily from increased volumes procured on behalf of
   transportation customers.  This had the impact of decreasing margins as a
   percentage of total revenues.  A change in the mix of gas sales from
   higher margin residential sales to lower margin sales also moved margins
   downward. Offsetting this decline, Wisconsin's strong economy enabled
   growth in the commercial and industrial classes, and there was also some
   overall increase in the demand for natural gas due to colder weather.

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

   Other revenues increased between years as a result of RMT's and HPI's
   growth in their respective businesses and the result of acquisitions in
   the environmental and energy-services businesses.

   Other Operation Expense

   Other operation expense also increased as a result of the above factors. 
   An additional increase resulted from higher WPL employee benefit expense
   (see Notes to Consolidated Financial Statements, Note 7).  These increases
   were offset somewhat by decreases in WPL's conservation program
   expenditures and decreases in fees associated with the sale of WPL's
   accounts receivable due to a decline in interest rates.  Additionally,
   WPL's cost management efforts have helped control annual inflationary
   pressures on general and administrative costs.

   Depreciation and Amortization

   Depreciation and amortization expense increased, principally reflecting
   increased property additions and the commencement of deferred charge
   amortizations approved in WPL's rate orders received in December 1992 and
   October 1993.  The most significant amortizations include the amortization
   related to an acquisition adjustment which resulted from the purchase of
   transmission facilities and the amortization of costs incurred related to
   the remediation of former manufactured gas plant sites (see Notes to the
   Consolidated Financial Statements, Note 11).
    
   Allowance for Funds Used During Construction ("AFUDC")

   Total AFUDC increased in 1993 compared with 1992, reflecting the greater
   amounts of construction work in progress including the costs associated
   with WPL's construction of two 86-megawatt combustion-turbine generators.

   Interest Expense

   Interest expense on debt decreased between years, primarily reflecting the
   benefits of WPL's refinancing efforts.

   LIQUIDITY AND CAPITAL RESOURCES

   Rates and Regulatory Matters

   On December 9, 1994, the Public Service Commission of Wisconsin ("PSCW")
   issued rate order UR-109, effective for a two-year period beginning
   January 1, 1995.  The order included the following decisions on WPL's
   retail rate application as filed on February 4, 1994:  1) electric
   revenues will be decreased by approximately $12.3 million (2.8 percent)
   annually, 2) natural gas revenues will be increased by approximately $.7
   million (.5 percent) annually, 3) return on common equity will be 11.5
   percent versus WPL's previously allowed return on equity of 11.6 percent.

   Further, the PSCW approved certain incentive programs described below:

   1.   The electric fuel adjustment mechanism was eliminated.  In its
        absence, WPL will benefit from reductions in fuel cost.  Conversely,
        WPL will be exposed to increases in fuel costs.

   2.   The automatic purchased gas adjustment clause was also eliminated. 
        In the future, the fluctuations in the commodity cost of gas above or
        below a prescribed commodity price index will serve to increase or
        decrease WPL's margin on gas sales.  Fixed demand costs are excluded
        from the incentive program.  Both benefits and exposures are subject
        to ratepayer sharing provisions, which are capped at $1.1 million.

   3.   In order to promote air quality and reliability, there are SO2
        emissions and service reliability incentive clauses.  Positive
        incentive available under these clauses is a pre-tax  $1.5 million
        for the SO2 emissions and a pre-tax $.5 million for the service
        reliability.  WPL's earnings are also negatively exposed for equal
        amounts.   Since WPL is allowed to collect all revenues under these
        programs in advance, up to $4.0 million annually of pre-tax revenue
        may be collected subject to refund upon final determination of
        performance under this program.

   Industry Outlook

   The PSCW has recently opened a formal docket initiating an inquiry into
   the future structure of the electric utility industry in Wisconsin.  The
   goals of Wisconsin utility regulation and the principles to be used in
   choosing among alternative proposals have been identified.  WPL has
   submitted its preferred structure which, in summary form, calls for open
   access to transmission and distribution systems and a competitive power
   generation market place.  It is not possible at this time to predict the
   outcome of these proceedings.

   Financing and Capital Structure

   The level of short-term borrowings fluctuates based on seasonal corporate
   needs, the timing of long-term financing and capital market conditions. 
   The Company's operating subsidiaries generally issue short-term debt to
   provide interim financing of construction and capital expenditures in
   excess of available internally generated funds.  The subsidiaries
   periodically reduce their outstanding short-term debt through the issuance
   of long-term debt and through the Company's additional investment in their
   common equity.  To maintain flexibility in its capital structure and to
   take advantage of favorable short-term rates, the Company also uses
   proceeds from the sales of accounts receivable and unbilled revenues to
   finance a portion of its long-term cash needs.  The Company anticipates
   that short-term debt funds will continue to be available at reasonable
   costs due to strong ratings by independent utility analysts and rating
   services.  WPL commercial paper has been rated A-1+ by Standard & Poor's
   Corp. and P-1 by Moody's Investors Service.

   Bank lines of credit of $97.5 million at December 31, 1994 are available
   to support these borrowings.

   The Company's capitalization at December 31, 1994, including the current
   maturities of long-term debt, variable rate demand bonds and short-term
   debt, consisted of 48.8 percent common equity, 4.9 percent preferred stock
   and 46.3 percent long-term debt.  The common-equity-to-total
   capitalization ratio at December 31, 1994 increased to 48.8 percent from
   47.9 percent at December 31, 1993.

   The retail rate order effective January 1, 1995, requires WPL to maintain
   a utility common equity level of 51.93 percent of total utility
   capitalization during the two-year test year ending December 31, 1996.  In
   addition, the PSCW ordered that it must approve the payment of dividends
   by WPL to the Company that are in excess of the level forecasted for 1995
   ($58.1 million), if such dividends would reduce WPL's average common
   equity ratio below 51.93 percent.

   Capital Requirements

   The Company's largest subsidiary, WPL, is capital-intensive and requires
   large investments in long-lived assets.  Therefore, the Company's most
   significant capital requirements relate to WPL construction expenditures. 
   Estimated capital requirements of WPL for the next five years are as
   follows:

   <TABLE>
   <CAPTION>
                                                     Capital Requirements

                                      1995        1996    1997       1998    1999 
                                                        (in millions)

   <S>                               <C>         <C>      <C>      <C>       <C>
   Construction expenditures         $131.2      $100.4   $132.2   $119.6    $130.6
   Changes in working capital
    and other                          (4.6)       (5.5)    67.0     16.3      (3.8)
                                     ------      ------   ------   ------    ------
   Construction and operating 
    capital                          $126.6      $ 94.9   $199.2   $135.9    $126.8
   Manufactured gas plant site
    remediation expenditures            2.0         9.2     10.5      9.6        .6
                                     ------      ------   ------   ------    ------
   Total capital requirements        $128.6      $104.1   $209.7   $145.5    $127.4
                                     ======      ======   ======   ======    ======
   </TABLE>


   Included in the construction expenditure estimates, in addition to the
   recurring additions and improvements to the distribution and transmission
   systems, are the following: 1) expenditures for managing and controlling
   electric line losses and for the electric delivery system that will reduce
   electric line losses and enhance WPL's interconnection capability with
   other utilities; 2) expenditures related to environmental compliance
   issues, including the installation of additional emissions-monitoring
   equipment and coal-handling equipment; 3) expenditures associated with the
   construction of an 86-megawatt combustion-turbine generator expected to
   become operational in 1996.

   The Company's capital requirements may also be impacted by decisions 
   relating to the Kewaunee Nuclear Power Plant ("Kewaunee").  The steam
   generator tubes at Kewaunee are susceptible to corrosion characteristics,
   a condition that has been experienced throughout the nuclear industry.  
   Annual inspections are performed to identify degraded tubes.  Degraded
   tubes are either repaired by sleeving or are removed from service by
   plugging.  The steam generators were designed with an approximately 15 
   percent heat transfer margin, meaning that full power should be 
   sustainable with the equivalent of 15 percent of the steam generator 
   tubes plugged.  Tube plugging and the build-up of deposits on the tubes 
   affect the heat-transfer capability of the steam generators to the point 
   where eventually full-power operation is not possible and there is a 
   gradual decrease in the capacity of the plant.  The plant's capacity 
   could be reduced by as much as 20% by the year 2013 when the current 
   operating license expires.  Currently, the equivalent of approximately 
   12 percent of the tubes in the steam generators are plugged.  WPL and 
   the joint-owners recently completed studies evaluating the economics of 
   replacing the two steam generators at Kewaunee.  The studies resulted 
   in the conclusion that the most prudent course of action is to continue 
   operation of the existing steam generators.  WPL and the other joint-
   owners continue to evaluate appropriate strategies, including
   replacement, as well as continued operation of the steam generators
   without replacement.  WPL and the joint owners also continue to fund the
   development of welded repair technology for steam generator tubes.  The
   plant is expected to be operated until at least 2013.  WPL and the joint-
   owners are also continuing to evaluate and implement initiatives to
   improve the performance of Kewaunee, which already performs at above-
   average levels for the industry.  These initiatives include conversion
   from a 12-month to an 18-month fuel cycle and numerous other cost
   reduction measures.  These initiatives have resulted in reductions in
   Kewaunee operating and maintenance costs since 1991.

   HDC has expanded its energy related products and services business and its
   environmental services through investment in existing businesses during
   1994.  In addition to its investment in affordable housing,  HPI continues
   to market its affordable housing expertise by expanding its business to
   provide assistance to other corporate/public investors in their
   development, operation and financing of affordable housing projects.

   HDC has begun an assessment of the strategic fit of its utility service
   business and is considering various alternatives, including the possible
   sale of part or all of this business.  

   In 1994, A&C Enercom sold its EcoGroup operations.  EcoGroup, a Phoenix,
   Arizona based company initially acquired by A&C Enercom in 1993, provided
   energy and environmental programs primarily for the electric and gas
   utility industry.

   Capital Resources

   One of the Company's objectives is to finance construction expenditures
   through internally generated funds supplemented, when required, by outside
   financing.  With this objective in place, the Company has financed an
   average of 85 percent of its construction expenditures during the last
   five years from internal sources.  However, during the next five years,
   the Company expects this percentage to be reduced primarily due to the
   continuation of major construction expenditures and the maturity of $64
   million of WPL first mortgage bonds.  External financing sources such as
   the issuance of long-term debt, common stock and short-term borrowings
   will be used by the Company to finance the remaining construction
   expenditure requirements for this period.  Current forecasts are that
   $40.5 million of additional equity and $65 million of long-term debt will
   be issued over the next three years. 

   In 1994, the Company increased its dividends by 1.1 percent and issued
   337,980 new shares of common stock through its Dividend Reinvestment and
   Stock Purchase Plan and 401(k) Savings Plan, generating proceeds of $9.7
   million.

   INFLATION

   Under current rate-making methodologies prescribed by the various
   commissions that regulate WPL, projected or forecasted operating costs,
   including the impacts of inflation, are incorporated into WPL revenue
   requirements.  Accordingly, the impacts of inflation on WPL are currently
   mitigated.  Although rates will be held flat until at least 1997,
   management expects that any impact of inflation will be mitigated by
   customer growth and productivity improvements.  Inflationary impacts on
   the non-regulated businesses are not anticipated to be material to the
   Company.

   OTHER EVENTS

   Coal Contract Penalty

   In November 1989, the PSCW concluded that WPL did not properly administer
   a coal contract, resulting in an assessment to compensate ratepayers for
   excess fuel costs having been incurred.  As a result, WPL recorded a
   reserve in 1989 that had an after-tax affect of reducing 1989 net income
   by $4.9 million.  The PSCW decision was found to represent unlawful
   retroactive rate-making by both the Dane County Circuit Court and the
   Wisconsin Court of Appeals.  The case was then appealed to the Wisconsin
   Supreme Court.

   In January, 1994, the Wisconsin Supreme Court affirmed the decisions of
   the Dane County Circuit Court and Wisconsin Court of Appeals.  In
   management's opinion, all avenues for appeal have been exhausted.  As a
   result, WPL reversed the entire reserve and was also allowed to collect
   interest on amounts of the penalty previously refunded to ratepayers.  The
   reversal of the reserve plus interest had an after-tax affect of
   increasing net income in 1994 by $5.3 million.

   Early Retirement and Severance Programs

   Given the expectation of increasing competition, WPL has continued to
   reengineer its processes to implement cost efficiencies in its operations. 
   In connection with these efforts, WPL offered voluntary early retirement
   programs and voluntary severance programs to affected employees in 1994
   and 1993.  These programs primarily closed late in the fourth quarter of
   1994 and 1993.

   In terms of pre-tax costs, the early retirement programs totalled $9.8
   million and the severance programs totalled $3.9 million for a grand total
   of $13.7 million in 1994.  For 1993, program costs totalled $1.8 million.

   Coal Transporter's Strike

   One of WPL's major coal transporters experienced a labor strike during the
   third quarter of 1994.  During the term of the strike (55 days), WPL's
   ability to receive coal from its suppliers was impaired, which required
   WPL to use some of its existing coal reserves and to purchase additional
   power.  On August 29, 1994, President Clinton, acting under the Railway
   Labor Act, forced a temporary end (the "cooling off period") to the strike
   by ordering the railroad union employees back to work and establishing a
   three member Presidential Emergency Board to draft a recommended
   settlement.  Railroad management and the United Transportation Union have
   subsequently settled on a contract.  As of December 31, 1994, the existing
   and anticipated financial impact on WPL's operating results was not
   material.

   Environmental

   WPL cannot precisely forecast the effect of future environmental
   regulations by federal, state and local authorities upon its generating,
   transmission and other facilities, or its operations, but has taken steps
   to anticipate the future while meeting the requirements of current
   environmental regulations.  The Clean Air Act Amendments of 1977 and
   subsequent amendments to the Clean Air Act, as well as the new laws
   affecting the handling and disposal of solid and hazardous wastes, along
   with the clean air legislation passed in 1990 by Congress, could affect
   the siting, construction and operating costs of both present and future
   generating units.

   Under the Federal Clean Water Act, National Pollutant Discharge
   Elimination System permits for generating station discharge into water
   ways are required to be obtained from the Wisconsin Department of Natural
   Resources (DNR).  WPL has obtained such permits for all of its generating
   stations or has filed timely applications for renewals.

   Air quality regulations promulgated by the DNR in accordance with federal
   standards impose statewide restrictions on the emission of particulates,
   sulfur dioxide, nitrogen oxides and other air pollutants and require
   permits from the DNR for the operation of emission sources.  WPL currently
   has the necessary permits to operate its fossil-fueled generating
   facilities.  However, beginning in 1994, new permits were required for all
   major facilities in Wisconsin.  WPL's Columbia Generating facility
   submitted a permit application on May 1, 1994.  The remaining facilities
   will be addressed in early 1995.

   WPL's compliance strategy for Wisconsin's 1993 sulfur dioxide law and the
   Federal Clean Air Act Amendments required plant upgrades at its generating
   facilities.  The majority of these projects were completed in 1993 and
   1994.  WPL has installed continuous emissions monitoring systems at all of
   its coal fired boilers.  No additional costs for compliance with these
   acid-rain-prevention requirements are anticipated at this time.

   Also see Note 11c in the Notes to the Consolidated Financial Statements
   for a discussion of WPL's manufactured gas plant sites.

   ITEM 8.  FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA


   <PAGE>
   REPORT OF INDEPENDENT PUBLIC ACCOUNTANTS

   To WPL Holdings, Inc.:

   We have audited the accompanying consolidated balance sheets and
   statements of capitalization of WPL HOLDINGS, INC. (a Wisconsin
   corporation) and subsidiaries as of December 31, 1994 and 1993, and the
   related consolidated statements of income, common shareowners' investment
   and cash flows for each of the three years in the period ended December
   31, 1994.  These financial statements are the responsibility of the
   company's management.  Our responsibility is to express an opinion on
   these financial statements based on our audits.

      We conducted our audits in accordance with generally accepted auditing
   standards.  Those standards require that we plan and perform the audit to
   obtain reasonable assurance about whether the financial statements are
   free of material misstatement.  An audit includes examining, on a test
   basis, evidence supporting the amounts and disclosures in the financial
   statements.  An audit also includes assessing the accounting principles
   used and significant estimates made by management, as well as evaluating
   the overall financial statement presentation.  We believe that our audits
   provide a reasonable basis for our opinion.

      In our opinion, the financial statements referred to above present
   fairly, in all material respects, the financial position of WPL Holdings,
   Inc. and subsidiaries as of December 31, 1994 and 1993, and the results of
   their operations and their cash flows for each of the three years in the
   period ended December 31, 1994, in conformity with generally accepted
   accounting principles.




   Milwaukee, Wisconsin,                           ARTHUR ANDERSEN LLP
   February 1, 1995 

   <PAGE>

   <TABLE>

   WPL HOLDINGS, INC.
   CONSOLIDATED BALANCE SHEETS
   <CAPTION>
                                        December 31,             1994           1993   
                                                                (dollars in thousands)
   <S>                                                        <C>            <C>  
   ASSETS
   Utility plant:
     Plant in service--
       Electric.............................................. $1,611,351     $1,518,701
       Gas...................................................    204,514        194,283
       Water.................................................     22,070         20,437
       Common................................................    123,254        106,803
                                                              ----------     ----------
                                                               1,961,189      1,840,224
     Dedicated decommissioning funds.........................     51,791         49,803
                                                              ----------     ----------
                                                               2,012,980      1,890,027
     Less--Accumulated provision for depreciation............    808,853        763,027
                                                              ----------     ----------
                                                               1,204,127      1,127,000
     Construction work in progress...........................     42,732         75,732
     Nuclear fuel, net.......................................     19,396         18,000
                                                              ----------     ----------
       Total utility plant...................................  1,266,255      1,220,732

   Other property and equipment:
     Rental, net.............................................     96,536        100,515
     Other, net..............................................     26,693         17,872
                                                              ----------     ----------
       Total other property and equipment, net...............    123,229        118,387
     
   Investments...............................................     12,320         15,525
                                                              ----------     ----------
   Current assets:
     Cash and equivalents....................................      7,273         19,468
     Net accounts receivable and unbilled revenue, less
       allowance for doubtful accounts of $1,964 and
       $1,662, respectively..................................     71,465         67,623
     Coal, at average cost...................................     15,824         16,042
     Materials and supplies, at average cost.................     21,618         21,679
     Gas in storage, at average cost.........................      7,975          8,754
     Prepayments and other...................................     30,279         23,251
                                                              ----------     ----------
       Total current assets..................................    154,434        156,817
                                                              ----------     ----------
   Restricted cash...........................................      3,217          6,712
                                                              ----------     ----------
   Deferred charges:
     Regulatory assets.......................................    144,476        148,805
     Other...................................................    101,970         94,921
                                                              ----------     ----------
      Total deferred charges................................     246,446        243,726
                                                              ----------     ----------

   TOTAL ASSETS.............................................. $1,805,901     $1,761,899
                                                              ==========    ===========
   CAPITALIZATION AND LIABILITIES
   Capitalization:
     Common shareowners' investment.......................... $  597,798     $  582,966
     Subsidiary preferred stock not mandatorily redeemable...     59,963         59,963
     Long-term debt, net.....................................    448,110        425,105
                                                              ----------     ----------
       Total capitalization..................................  1,105,871      1,068,034
                                                              ----------     ----------
   Current liabilities:
     Current maturities of long-term debt....................      2,832            782
     Variable rate demand bonds..............................     56,975         56,975
     Short-term debt.........................................     64,501         91,902
     Accounts payable and accruals...........................     71,949         78,195
     Accrued payroll and vacation............................     17,357         17,287
     Accrued (pre-paid) taxes................................      6,395           (570)
     Accrued interest........................................      9,138          9,282
     Other...................................................     21,925         21,168
                                                               ---------      ---------
       Total current liabilities.............................    251,072        275,021
                                                               ---------      ---------
   Other credits:
     Accumulated deferred income taxes.......................    224,049        212,844
     Accumulated deferred investment tax credits.............     40,758         42,684
     Accrued environmental remediation costs.................     79,280         80,973
     Deferred credits and other..............................    104,871         82,343
                                                               ---------      ---------
                                                                 448,958        418,844
                                                               ---------      ---------
   Commitments and contingencies (Notes 2 and 11)

   TOTAL CAPITALIZATION AND LIABILITIES...................... $1,805,901     $1,761,899
                                                               =========      =========
   </TABLE>
   The accompanying notes are an integral part of the consolidated financial
   statements.

   <PAGE>

   <TABLE>
   WPL HOLDINGS, INC.
   CONSOLIDATED STATEMENTS OF INCOME

   <CAPTION>

               Year Ended December 31,            1994        1993        1992
                                            (in thousands except per-share data)

   <S>                                           <C>         <C>         <C> 
   Operating revenues:
     Electric................................... $531,747    $503,187    $477,735
     Gas........................................  139,646     137,270     119,362
     Fees, rents and other......................  144,766     131,486      76,176
                                                 --------    --------    --------
                                                  816,159     771,943     673,273
                                                 --------    --------    --------
   Operating expenses:
     Electric production fuels..................  123,469     123,919     123,440
     Purchased power............................   37,913      28,574      24,427
     Purchased gas..............................   88,553      90,505      77,112
     Other operation............................  279,721     256,509     196,044
     Maintenance................................   41,227      44,763      45,081
     Depreciation and amortization..............   81,480      69,112      59,949
     Taxes other than income....................   33,787      32,378      29,261
                                                 --------    --------    --------
                                                  686,150     645,760     555,314
                                                 --------    --------    --------
   Operating income.............................  130,009     126,183     117,959
                                                 --------    --------    --------
   Other income and (deductions): 
     Allowance for equity funds used during
       construction.............................    3,009       2,977       2,351
     Other, net.................................    7,610        (633)      2,390
                                                 --------    --------    --------
                                                   10,619       2,344       4,741
                                                 --------    --------    --------
   Interest expense:
     Interest on debt...........................   37,686      38,073      38,954
     Allowance for borrowed funds used during
       construction.............................   (1,029)     (1,053)     (1,329)
                                                 --------    --------    --------
                                                   36,657      37,020      37,625
                                                 --------    --------    --------
   Income before income taxes...................  103,971      91,507      85,075
   Income taxes.................................   35,411      25,056      23,257
   Preferred stock dividends of subsidiary......    3,310       3,928       3,811
                                                 --------    --------    --------
   Net income................................... $ 65,250    $ 62,523    $ 58,007
                                                 ========     =======    ========
   Weighted average number of shares of common 
     stock outstanding..........................   30,671      29,681      27,559
                                                 ========    ========    ========
   Earnings per share........................... $   2.13    $   2.11    $   2.10
                                                 ========    ========    ========
   Cash dividends paid per share................ $   1.92    $   1.90    $   1.86
                                                 ========    ========    ========
   </TABLE>
   The accompanying notes are an integral part of the consolidated financial
   statements.

   <PAGE>

   <TABLE>
   WPL HOLDINGS, INC.
   CONSOLIDATED STATEMENTS OF CASH FLOWS
   <CAPTION>
                                   Year Ended December 31,       1994         1993          1992 
                                                                   (dollars in thousands)
   <S>                                                        <C>           <C>          <C> 
   Cash flows generated from (used for)
    operating activities:
     Net income...........................................    $  65,250     $ 62,523     $ 58,007
     Adjustments to reconcile net income to net cash
      generated from operating activities:
       Depreciation and amortization......................       81,480       69,112       59,949
       Deferred income taxes..............................       10,321        5,015        8,124
       Investment tax credit restored.....................       (1,926)      (1,967)      (2,125)
       Amortization of nuclear fuel.......................        6,707        7,049        7,961
       Allowance for equity funds used during construction       (3,009)      (2,977)      (2,351)
       Other, net.........................................         (408)      (7,201)      (1,731)
     Changes in assets and liabilities:
       Restricted cash....................................        3,495        5,417       23,513 
       Net accounts receivable and unbilled revenue.......       (3,842)     (11,578)     (10,744)
       Coal...............................................          217        2,943        2,666 
       Materials and supplies.............................           61           (6)       1,769 
       Gas in storage.....................................          779       (4,463)       1,403
       Prepayments and other..............................       (7,028)      (1,226)       4,453 
       Accounts payable and accruals......................       (6,245)         760        3,587 
       Accrued taxes......................................        6,965        1,438       (5,414)
       Other, net.........................................       20,451        9,194      (12,020)
                                                              ---------     --------     --------
         Net cash generated from operating activities.....      173,268      148,435      137,047 
                                                              ---------     --------     --------

   Cash flows generated from (used for)
    financing activities:

     Issuance of common stock.............................         -          58,575         -   
     Issuance of long-term debt...........................         -          11,538      289,510
     Issuance of preferred stock..........................         -          29,986         -
     Redemption of preferred stock........................         -         (29,986)        -
     Long-term debt maturities, redemptions and sinking
      fund requirements...................................       24,993       (7,257)    (243,641)
     Net change in short-term debt........................      (27,401)      20,475       18,589
     Common stock cash dividends, less dividends
      reinvested..........................................      (49,357)     (40,342)     (32,668)
     Other, net...........................................       (1,061)      (2,052)      (1,462)
                                                              ---------     --------     --------
         Net cash (used for) generated from financing
           activities.....................................      (52,826)      40,937       30,328 
                                                              ---------     --------     --------

   Cash flows generated from (used for)
    investing activities:

     Additions to utility plant, excluding AFUDC..........    (123,460)     (149,333)    (123,321)
     Allowance for borrowed funds used during construction      (1,029)       (1,053)      (1,329)
     Dedicated decommissioning funds......................      (1,988)       (9,426)      (3,737)
     Purchase of other property and equipment.............      (6,160)      (16,553)     (44,097)
     Other, net...........................................        -            2,123        2,003  
                                                              --------      ---------    --------
         Net cash (used for) investing activities.........    (132,637)      (174,242)   (170,481)
                                                              --------      ---------    --------
   Net increase (decrease) in cash and equivalents........     (12,195)        15,130      (3,106)
   Cash and equivalents at beginning of year..............      19,468          4,338       7,444 
                                                              --------      ---------    --------
   Cash and equivalents at end of year....................    $  7,273      $  19,468    $  4,338 
                                                              ========      =========    ========
   Supplemental disclosures of cash flow information:
   Cash paid during the year:
     Interest on debt.....................................    $ 36,914      $  36,759    $ 37,763
     Preferred stock dividends of subsidiary..............    $  3,310      $   3,928    $  3,811
     Income taxes.........................................    $ 22,902      $  20,743    $ 21,201
   Non-cash financing activites:
     Dividends reinvested.................................    $  9,653      $  15,284    $ 17,533

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

   <PAGE>
   <TABLE>
   WPL HOLDINGS, INC.

   CONSOLIDATED STATEMENTS OF CAPITALIZATION
   <CAPTION>
                                                          December 31,   1994        1993 
                                                      (in thousands except per-share data)
   <S>                                                                <C>         <C>
   Common shareowners' investment:
    Common stock, $.01 par value, authorized--
     100,000,000 shares; issued and outstanding--30,773,588
     shares and 30,438,654 shares, respectively....................   $    308    $    305
    Additional paid-in capital.....................................    304,442     297,916
    Reinvested earnings............................................    293,048     284,745
                                                                      --------    --------
        Total common shareowners' investment.......................   $597,798    $582,966
                                                                      --------    --------
   Preferred stock:
   Wisconsin Power and Light Company--
    Cumulative, without par value, authorized 3,750,000 shares,
    maximum aggregate stated value $150,000,000;
    Preferred stock without mandatory redemption, $100 stated
      value--
        4.50% series, 99,970 shares outstanding....................      9,997       9,997
        4.80% series, 74,912 shares outstanding....................      7,491       7,491
        4.96% series, 64,979 shares outstanding....................      6,498       6,498
        4.40% series, 29,957 shares outstanding....................      2,996       2,996
        4.76% series, 29,947 shares outstanding....................      2,995       2,995
        6.20% series, 150,000 shares outstanding...................     15,000      15,000
    Cumulative, without par value, $25 stated value,
        6.50% series, 599,460 shares outstanding...................     14,986      14,986
                                                                        ------      ------
        Total preferred stock......................................    $59,963     $59,963

   Long-term debt:
   Wisconsin Power and Light Company--
   First mortgage bonds:
     Series L, 6.25%, due 1998.....................................      8,899       8,899
     1984 Series A, variable rate, due 2014 (5.40% at Dec. 31,
       1994).......................................................      8,500       8,500
     1988 Series A, variable rate, due 2015 (5.80% at Dec. 31,
       1994).......................................................     14,600      14,600
     1990 Series V, 9.3%, due 2025.................................     50,000      50,000
     1991 Series A, variable rate, due 2015 (5.95% at Dec. 31,
       1994).......................................................     16,000      16,000
     1991 Series B, variable rate, due 2005 (5.95% at Dec. 31,
       1994).......................................................     16,000      16,000
     1991 Series C, variable rate, due 2000 (5.95% at Dec. 31,
       1994).......................................................      1,000       1,000
     1991 Series D, variable rate, due 2000 (5.95% at Dec. 31,
       1994).......................................................        875         875
     1992 Series W, 8.6%, due 2027.................................     90,000      90,000
     1992 Series X, 7.75%, due 2004................................     62,000      62,000
     1992 Series Y, 7.6%, due 2005.................................     72,000      72,000
     1992 Series Z, 6.125%, due 1997...............................     55,000      55,000
                                                                       -------     -------
          Total first mortgage bonds...............................   $394,874    $394,874
                                                                       -------     -------
   Heartland Development Corporation--
     Multifamily Housing Revenue Bonds issued
       by various housing and community
       development authorities, due 2004-2024, 1.8% - 7.55%........     39,169       40,010
     Other mortgage notes payable, due 1996-2042, 0% - 10.75%......     41,235       38,881
                                                                     ---------     --------
                                                                       $80,404      $78,891
                                                                     ---------     --------
   WPL Holdings, Inc.--
     8.96% Senior notes, due 1997..................................     10,000       10,000
     8.59% Senior notes, due 2004..................................     24,000         -
     Other.........................................................       -             519
                                                                     ---------     --------
                                                                       $34,000      $10,519
                                                                     ---------     --------

   Less--
     Current maturities............................................     (2,832)        (782)
     Variable rate demand bonds....................................    (56,975)     (56,975)
     Unamortized discount and premium, net.........................     (1,361)      (1,422)
                                                                     ---------    ---------
       Total long-term debt, net...................................   $448,110     $425,105 
                                                                     ---------    ---------
   TOTAL CAPITALIZATION............................................ $1,105,871   $1,068,034 
                                                                     =========    =========
   </TABLE>
   The accompanying notes are an integral part of the consolidated financial
   statements.

   <PAGE>

   <TABLE>
   WPL HOLDINGS, INC.
   CONSOLIDATED STATEMENTS OF COMMON 
   SHAREOWNERS' INVESTMENT

   <CAPTION>
                                  Year Ended December 31,   1994       1993       1992  
                                                                 (dollars in thousands)
   <S>                                                   <C>        <C>        <C>
   Common stock:
    Balance at beginning of year.......................  $    305   $    278   $    273
      Issued in connection with public offering........      -            17      -     
      Issued in connection with acquisitions...........      -             5      -     
      Issued in connection with dividend reinvestment
        plan...........................................         3          5          5
                                                         --------   --------   --------
    Balance at end of year.............................       308        305        278
                                                         --------   --------   --------
   Additional paid-in capital:
    Balance at beginning of year.......................   297,916    204,041    187,532
      Received in connection with public offering......      -        58,558       -
      Received in connection with acquisitions.........      -        20,721       -   
      Received in connection with dividend reinvestment
        plan...........................................     9,650     15,279     17,528
      Common stock issuance expense....................      -        (1,888)      - 
      Other............................................    (3,124)     1,205     (1,019)
                                                         --------   --------   --------
    Balance at end of year.............................   304,442    297,916    204,041
                                                         --------   --------   --------
   Reinvested earnings:
    Balance at beginning of year.......................   284,745    279,217    271,854
      Net income.......................................    65,250     62,523     58,007
      Cash dividends ($1.92 per share, $1.90
        per share, and $1.86 per share, respectively)..   (59,010)   (55,626)   (50,201)
      Expense of issuing stock and other...............     2,063     (1,369)      (443)
                                                         --------   --------   --------
    Balance at end of year.............................   293,048    284,745    279,217
                                                         --------   --------   --------
   TOTAL COMMON SHAREOWNERS' INVESTMENT................  $597,798   $582,966   $483,536
                                                         ========   ========   ========
   </TABLE>
   The accompanying notes are an integral part of the consolidated financial
   statements.

   <PAGE>
   WPL HOLDINGS, INC.

   NOTES TO CONSOLIDATED FINANCIAL STATEMENTS (dollars in thousands except as
   otherwise indicated)

   NOTE 1.  SUMMARY OF SIGNIFICANT ACCOUNTING AND REPORTING
                   POLICIES:

   a.  Business and Consolidation:

   WPL Holdings, Inc. (the "Company" or "WPLH") is the parent holding company
   of Wisconsin Power and Light Company ("WPL") and Heartland Development
   Corporation ("HDC").  The consolidated financial statements include the
   Company and its consolidated subsidiaries, WPL and HDC, along with their
   respective subsidiaries.  Certain amounts from prior years have been
   reclassified to conform with the current year presentation.

   WPL is a public utility predominantly engaged in the transmission and
   distribution of electric energy and the generation and bulk purchase of
   electric energy for sale.  WPL also transports, distributes and sells
   natural gas purchased from gas suppliers.  Nearly all of WPL's retail
   customers are located in south and central Wisconsin.  WPL's principal
   consolidated subsidiary is South Beloit Water, Gas and Electric Company.

   HDC and its principal subsidiaries are engaged in business development in
   three major areas: 1) environmental services through the Environmental
   Holding Company ("EHC"), the parent company of RMT, Inc. ("RMT"), Jones
   and Neuse, Inc., and QES, Inc., 2) affordable housing and historic
   rehabilitation through Heartland Properties, Inc. ("HPI") and 3) energy
   services, which includes ENSERV, Inc., A&C Enercom Consultants, Inc. and
   Entec Consulting, Inc.

   b.  Regulation:

   WPL's financial records are maintained in accordance with the uniform
   system of accounts prescribed by its regulators.  The Public Service
   Commission of Wisconsin ("PSCW") and the Illinois Commerce Commission have
   jurisdiction over retail rates, which represent approximately 83 percent
   of electric revenues plus all gas revenues.  The Federal Energy Regulatory
   Commission ("FERC") has jurisdiction over wholesale electric rates
   representing the balance of electric revenues.  Statement of Financial
   Accounting Standards ("SFAS") No. 71, "Accounting for the Effects of
   Certain Types of Regulation" provides that rate-regulated public utilities
   such as WPL record certain costs and credits allowed in the ratemaking
   process in different periods than for unregulated entities.  These are
   deferred as regulatory assets or regulatory liabilities and are recognized
   in the Consolidated Statements of Income at the time they are reflected in
   rates.

   c.  Utility Plant and Other Property and Equipment:

   Utility plant and other property and equipment are recorded at original
   cost and cost, respectively.  Utility plant costs include financing costs
   that are capitalized through the PSCW-approved allowance for funds used
   during construction ("AFUDC").  The AFUDC capitalization rates approximate
   WPL's cost of capital.  These capitalized costs are recovered in rates as
   the cost of the utility plant is depreciated.

   Normal repairs, maintenance and minor items of utility plant and other
   property and equipment are expensed.  Ordinary utility plant retirements,
   including removal costs less salvage value, are charged to accumulated
   depreciation upon removal from utility plant accounts, and no gain or loss
   is recognized.  Upon retirement or sale of other property and equipment,
   the cost and related accumulated depreciation are removed from the
   accounts and any gain or loss is included in other income and deductions. 
         
   d.  Nuclear Fuel:

   Nuclear fuel is recorded at its original cost and is amortized to expense
   based upon the quantity of heat produced for the generation of
   electricity.  This accumulated amortization assumes spent nuclear fuel
   will have no residual value.  Estimated future disposal costs of such fuel
   are expensed based on kilowatthours generated.

   e.  Revenue:

   WPL accrues utility revenues for services provided but not yet billed. 
   HDC records revenues earned but not billed and revenues from professional
   services rendered as incurred using a time-and-materials basis.

   f.  Electric Production Fuels and Purchased Gas:

       (1)Electric Production Fuels:

          Through 1994, the PSCW retail electric rates provided a range from
          which actual fuel costs could vary in relation to costs forecasted
          and used in rates.  If actual fuel costs fell outside this range, a
          hearing could be held to determine if a rate change was necessary,
          and a rate increase or decrease could result.

          Beginning with WPL's latest rate order UR-109, effective January 1,
          1995, the automatic fuel adjustment clause was eliminated.  In its
          absence, WPL will benefit from reductions in fuel cost. 
          Conversely, WPL will be exposed to increases in fuel costs.

          An automatic fuel adjustment clause for the FERC wholesale portion
          of WPL's electric business operates to increase or decrease monthly
          rates based on changes in fuel costs.

       (2)Purchased Gas:

          Through 1994, WPL's base gas cost recovery rates permitted the
          recovery of or refund to all customers for any increases or
          decreases in the cost of gas purchased from WPL's suppliers through
          a monthly purchased gas adjustment clause.

          Beginning with UR-109, the monthly purchased gas adjustment clause
          was also eliminated.  In the future, the fluctuations in the
          commodity cost of gas above or below a prescribed commodity price
          index will serve to increase or decrease WPL's margin on gas sales. 
          Fixed demand costs are excluded from the incentive program.  Both
          benefits and/or exposures are subject to ratepayer sharing
          provisions, which are capped at $1.1 million.

   g.  Cash and Equivalents:

   The Company considers all highly liquid debt instruments purchased with a
   maturity of three months or less to be cash equivalents.  The carrying
   amount approximates fair value because of the short maturity of these
   items.

   h.     Income Taxes:

   The Company files a consolidated federal income tax return.  Under the
   terms of an agreement between WPLH and its subsidiaries, WPL and HDC
   calculate their respective federal tax provisions and make payments to
   WPLH as if they were separate taxable entities.  Beginning in 1993, the
   Company fully provides deferred income taxes in accordance with SFAS
   No.109, "Accounting for Income Taxes," to reflect tax effects of reporting
   book and tax items in different periods.

   As part of HPI's investments in affordable housing, HPI is eligible to
   claim affordable housing and historic rehabilitation credits.  These tax
   credits can be recognized to the extent the Company has consolidated taxes
   payable.

   i.  Goodwill:

   The excess of the purchase cost over the fair value of net assets acquired
   is amortized over 20 to 30 years on a straight-line basis based on its
   estimated useful benefit.  Subsequent to its acquisitions, the Company
   continually evaluates whether later events and circumstances have occurred
   that indicate the remaining estimated useful life of goodwill may warrant
   revision or that the remaining balance of goodwill may not be recoverable. 
   To evaluate goodwill for possible impairment, the Company uses a forecast
   of the related business's discounted earnings over the remaining life of
   the goodwill.  Goodwill (net of accumulated amortization) was $20,135 and
   $20,920 at December 31, 1994 and 1993, respectively.

   NOTE 2. PROPERTY:
    
   a.  Jointly-Owned Utility Plants:

   WPL participates with other Wisconsin utilities in the construction and
   operation of several jointly-owned utility generating plants.  The chart
   below represents WPL's proportionate share of such plants as reflected in
   the Consolidated Balance Sheets at December 31, 1994 and 1993: 

   <TABLE>
   <CAPTION>
                                                                       1994                            1993              
                                                           -----------------------------   ------------------------------
                                                            Plant   Accumulated             Plant    Accumulated
                        Ownership  Inservice    Plant MW     in     Provision for             in     Provision for
                        Interest %    Date      Capacity   Service  Depreciation    CWIP   Service   Depreciation    CWIP
   <S>                      <C>   <C>             <C>      <C>        <C>         <C>      <C>         <C>         <C>
   Coal:
     Columbia Energy
      Center                46.2  1975 & 1978     1,023    $159,650   $ 78,573    $1,484   $159,818    $ 76,602    $1,986
     Edgewater Unit 4       68.2     1969           330      50,206     25,394       181     49,631      24,160        83
     Edgewater Unit 5       75.0     1985           380     225,336     63,324        26    224,902      58,338        21

   Nuclear:
     Kewaunee Nuclear
      Power Plant           41.0     1974           535     132,726     72,637       452    133,342      69,647       848
                                                           --------   --------    ------   --------   ---------   -------
   Total                                                   $567,918   $239,928    $2,143   $567,693    $228,747    $2,938
                                                           ========   ========    ======   ========   =========    ======
   </TABLE>

   Each of the respective joint owners finances its portion of construction
   costs.  WPL's share of operation and maintenance expenses is included in
   the Consolidated Statements of Income.

   b.   Capital Expenditures:

   The Company's capital expenditures for 1995 are estimated to total $102
   million.  Substantial commitments have been incurred for such
   expenditures.

   NOTE 3.  DEPRECIATION:

   The Company uses the straight-line method of depreciation.  For utility
   plant, straight-line depreciation is computed on the average balance of
   depreciable property at individual straight-line PSCW approved rates that
   consider the estimated useful life and removal cost or salvage value as
   follows:

                Electric     Gas          Water     Common
      1994        3.2%       3.7%          2.5%      7.2%
      1993        3.2%       3.7%          2.5%      7.3%
      1992        3.2%       3.7%          2.6%      7.1%

   Estimated useful lives related to other property and equipment are from 3
   to 12 years for equipment and 31.5 to 40 years for buildings.

   NOTE 4.  NUCLEAR OPERATIONS:

   Depreciation expense related to the Kewaunee Nuclear Power Plant
   ("Kewaunee") includes a provision to accrue for the cost of
   decommissioning over the life of the plant, which totalled $13.4 million,
   $6.1 million and $3.9 million in 1994, 1993 and 1992, respectively. 
   Wisconsin utilities with ownership of nuclear generating plants are
   required by the PSCW to establish and make annual contributions to
   external trust funds to provide for plant decommissioning.  Additionally,
   in July 1994, the PSCW issued a generic order covering utilities that have
   nuclear generation.  This order standardizes the escalation assumptions to
   be used in determining nuclear decommissioning liabilities.

   WPL's share of the decommissioning costs is estimated to be $159 million
   (in 1994 dollars, assuming the plant is operating through 2013) based on a
   1992 study, using the immediate dismantlement method of decommissioning. 
   The undiscounted amount of decommissioning costs estimated to be expended
   between the years 2014 and 2050 is $1.016 billion.  After-tax earnings on
   the tax-qualified and nontax-qualified decommissioning funds are assumed
   to be 6.1 percent and 5.1 percent, respectively.  The future escalation
   rate is assumed to be 6.5 percent.

   Decommissioning costs and a charge to offset earnings on the external
   trusts are recorded as portions of depreciation expense and accumulated
   provision for depreciation on the Statements of Consolidated Income and
   the Consolidated Balance Sheets, respectively.  As of December 31, 1994,
   the total decommissioning costs included in the accumulated provision for
   depreciation were approximately $62.8 million.

   WPL has established external trusts to hold decommissioning funds, and the
   PSCW has approved WPL's funding plan which provides for annual
   contributions of current accruals over the remaining service lives of the
   nuclear plants.  The earnings on the external trusts accumulate in the
   fund balance and in the accumulated provision for depreciation.  Such
   earnings on the external trust funds, which have been offset by a charge
   to depreciation expense on the Statements of Consolidated Income, were
   $2.7, $1.1 and $1.2 million for the years ended December 31, 1994, 1993
   and 1992, respectively.

   Under the Nuclear Waste Policy Act of 1982, the U.S. Department of Energy
   ("DOE") is responsible for the ultimate storage and disposal of spent
   nuclear fuel removed from nuclear reactors.  

   Interim storage space for spent nuclear fuel is currently provided at
   Kewaunee.  Currently there is on-site storage capacity for spent fuel
   through the year 1999.  Nuclear fuel, net, at December 31, consists of:

                                          1994                 1993
     Original cost of nuclear fuel      $155,190             $147,325
     Less--Accumulated amortization      135,794              129,325
                                        --------             --------
     Nuclear fuel, net                  $ 19,396             $ 18,000
                                        ========             ========
          
   The Price Anderson Act provides for the payment of funds for public
   liability claims arising from a nuclear incident.  Accordingly, in the
   event of a nuclear incident, WPL, as a 41-percent owner of Kewaunee, is
   subject to an overall assessment of approximately $32.5 million per
   incident for its ownership share of this reactor, not to exceed $4.1
   million payable in any given year.

   Through its membership in Nuclear Electric Insurance Limited, WPL has
   obtained property damage and decontamination insurance totalling $1.5
   billion for loss from damage at Kewaunee.  In addition, WPL maintains
   outage and replacement power insurance coverage totalling $101.4 million
   in the event an outage exceeds 21 weeks.

   NOTE 5.  NET ACCOUNTS RECEIVABLE:

   WPL has a contract with a financial organization to sell, with limited
   recourse, certain accounts receivable and unbilled revenues.  These
   receivables include customer receivables resulting from sales to other
   public utilities as well as from billings to the co-owners of the jointly-
   owned electric generating plants that WPL operates.  The contract allows
   WPL to sell up to $150 million of receivables at any time.  Expenses
   related to the sale of receivables are paid to the financial organization
   under this contract and include, along with various other fees, a monthly
   discount charge on the outstanding balance of receivables sold that
   approximated a 4.86 percent annual rate during 1994.  These costs are
   recovered in retail utility rates as an operating expense.  All billing
   and collection functions remain the responsibility of WPL.  The contract
   expires August 19, 1995, unless extended by mutual agreement.

   As of December 31, 1994 and 1993, proceeds from the sale of accounts
   receivable totalled $76.5  million and $74 million, respectively.  During
   1994, WPL sold an average of $82.3 million of accounts receivable per
   month, compared with $75.9 million in 1993.

   As a result of its diversified customer base and WPL's sale of
   receivables, the Company does not have any significant concentrations of
   credit risk in the December 31, 1994, net accounts receivable balance.

   NOTE 6.  REGULATORY ASSETS AND REGULATORY LIABILITIES:

   Certain costs and credits are deferred and amortized in accordance with
   authorized or expected rate-making treatment.  As of December 31, 1994 and
   1993, regulatory created assets include the following:

                                                     1994         1993
      Environmental remediation costs              $ 82,179     $ 82,380
      Tax related (see Note 8)                       43,736       47,787
      Jurisdictional plant differences                7,173        6,533
      Decontamination and decommissioning
        costs of federal enrichment facilities        7,100        6,181
      Other                                           4,288        5,924
                                                   --------     --------
                                                   $144,476     $148,805
                                                   ========     ========

   As of December 31, 1994 and 1993, regulatory created liabilities included
   $6,738 and $6,618 respectively, for amounts due to customers related to
   the sale of air emissions credits.

   NOTE 7.  EMPLOYEE BENEFIT PLANS:

   a.  Pension Plans:

   WPL has non-contributory, defined benefit retirement plans covering
   substantially all employees.  The benefits are based upon years of service
   and levels of compensation.  WPL's funding policy is to contribute at
   least the statutory minimum to a trust.

   The projected unit credit actuarial cost method was used to compute net
   pension costs and the accumulated and projected benefit obligations.  The
   discount rate used in determining those benefit obligations was 8.25, 7.25
   and 8.00 percent for 1994, 1993 and 1992 respectively.  The long-term rate
   of return on assets used in determining those benefit obligations was
   9.00, 9.75 and 10.00 percent for 1994, 1993, and 1992, respectively.

   The following table sets forth the funded status of the WPL plans and
   amounts recognized in the Company's Consolidated Balance Sheets at
   December 31, 1994 and 1993:

                                                  1994           1993
     Accumulated benefit obligation--
       Vested benefits                         $(134,829)      $(135,303)
       Non-vested benefits                        (3,295)         (2,962)
                                               ---------       ----------
                                               $(138,124)      $(138,265)
                                               ---------       ----------
     Projected benefit obligation              $(154,283)      $(164,271)
     Plan assets at fair value, primarily
       common stocks and fixed income
       securities                                178,095         183,881
                                               ---------       ---------
     Plan assets in excess of projected
      benefit obligation                          23,812          19,610
     Unrecognized net transition asset           (19,376)        (21,823)
     Unrecognized prior service cost               5,679           7,691
     Unrecognized net loss                        14,737          20,650
                                               ---------       ---------
     Pre-paid pension costs, included in
       deferred charges and other              $  24,852       $  26,128
                                               =========       =========

     The net pension (benefit) recognized in the Consolidated Statements of
     Income for 1994, 1993 and 1992 included the following components:

                                             1994        1993        1992

     Service cost                         $  5,123    $  4,263    $  3,912
     Interest cost on projected benefit

       obligation                           12,051      11,614      10,615
     Actual return on assets                 1,016     (24,759)    (12,143)
     Amortization and deferral             (17,795)      8,430      (5,317)
                                          --------    --------    --------
     Net pension cost (benefit)           $    395    $   (452)   $ (2,933)
                                          ========    ========    ========

   b.         Postretirement Health Care and Life Insurance:

   Effective January 1, 1993, the Company prospectively adopted SFAS No. 106,
   "Employers' Accounting for Postretirement Benefits Other Than Pensions". 
   SFAS No. 106 establishes standards of financial accounting and reporting
   for the Company's postretirement health care and life insurance benefits. 
   SFAS No. 106 requires the accrual of the expected cost of such benefits
   during the employees' years of service based on actuarial methodologies
   that closely parallel pension accounting requirements.  WPL has elected
   delayed recognition of the transition obligation and is amortizing the
   discounted present value of the transition obligation to expense over 20
   years.  For WPL, the cost of providing postretirement benefits, including
   the transition obligation, is being recovered in retail rates under
   current regulatory practices.

   The following table sets forth the plans' funded status:

                                                        1994        1993
      Accumulated postretirement benefit
        obligation-- 
         Retirees                                     $(29,273)   $(27,358) 
         Fully eligible active plan participants        (5,998)     (5,429)
         Other active plan participants                 (7,675)     (9,980)
                                                      --------    --------
      Accumulated benefit obligation                   (42,946)    (42,767)
      Plan assets at fair value                          9,767       7,073 
                                                      --------    --------
      Accumulated benefit obligation
        in excess of plan assets                      $(33,179)   $(35,694)
      Unrecognized transition obligation                26,474      29,638
      Unrecognized loss                                 (2,570)      2,025 
                                                      --------    --------
      Accrued postretirement benefits liability       $ (9,275)   $ (4,031)
                                                      ========    ========

   For 1994 and 1993, the annual net postretirement benefits costs recognized
   in the Consolidated Statements of Income consist of the following
   components:

                                                        1994        1993

         Service cost                                 $ 1,739     $ 1,463
         Interest cost on projected benefit
           obligation                                   3,135       3,151
         Actual return on plan assets                    (253)       (696)
         Amortization of transition obligation          1,527       1,560
         Amortization and deferral                       (381)        (27)
                                                      -------     -------
         Net postretirement benefits cost             $ 5,767     $ 5,451
                                                       ======      ======

   The postretirement benefits cost components for 1994 were calculated
   assuming health care cost trend rates ranging from 11.5 percent for 1994
   and decreasing to 5 percent by the year 2002.  The health care cost trend
   rate considers estimates of health care inflation, changes in utilization
   or delivery, technological advances, and changes in the health status of
   the plan participants.  Increasing the health care cost trend rate by one
   percentage point in each year would increase the accumulated
   postretirement benefit obligation as of December 31, 1994 by $2.5  million
   and the aggregate of the service and interest cost components of the net
   periodic postretirement benefit cost for the year by $.4 million.

   The assumed discount rate used in determining the accumulated
   postretirement obligation was 8.25  and 7.25 percent in 1994 and 1993,
   respectively.  The long-term rate of return on assets was 9.00 and 9.50
   percent in 1994 and 1993, respectively.  Plan assets are primarily
   invested in common stock, bonds and fixed income securities.  The
   Company's funding policy is to contribute the tax-advantaged maximum to a
   trust.

   The costs for the postretirement health care and life insurance benefits,
   based on an actuarial determination were $1.3 million in 1992.

   c. Other Postemployment Benefits:

   In November 1992, the Financial Accounting Standards Board issued SFAS 
   No. 112, "Employers' Accounting for Postemployment Benefits".  SFAS No.
   112, which was effective January 1, 1994, establishes standards of
   financial accounting and reporting for the estimated cost of benefits
   provided by an employer to former or inactive employees after employment
   but before retirement.  The effect of adopting SFAS No. 112 was not
   material.

   NOTE 8.  INCOME TAXES:

   The following table reconciles the statutory federal income tax rate to
   the effective income tax rate:

                                                   1994    1993     1992
     Statutory federal income tax rate             35.0%   35.0%    34.0%
     State income taxes, net of federal
       benefit                                      5.3     5.1      7.0
     Investment tax credits restored               (1.9)   (2.1)    (2.7)
     Amortization of excess deferred taxes         (1.6)   (1.7)    (1.8)
     Affordable housing and historical tax
        credits                                    (4.6)   (5.7)    (7.5)
     Other differences, net                         1.9    (3.2)     (.6)
                                                   ----    ----     ----
     Effective income tax rate                     34.1%   27.4%    28.4%
                                                   ====    ====     ====

   The breakdown of income tax expense as reflected in the Consolidated
   Statements of Income is as follows:

                                                 1994       1993       1992
       Current Federal                         $26,161    $20,725    $19,703
       Current state                             5,673      6,500      5,343
       Deferred                                 10,321      5,015      8,124
       Investment tax credit restored           (1,926)    (1,967)    (2,125)
       Affordable housing and historical 
         tax credits                            (4,818)    (5,217)    (7,788)
                                               -------    -------    -------
                                               $35,411    $25,056    $23,257 
                                               =======    =======    =======

   In 1992, deferred taxes arising from utility plant timing differences, the
   qualified nuclear decommissioning trust contribution, employee benefits
   and other totalled $4,104, $709, $2,081, and $1,230, respectively.

   The temporary differences that resulted in accumulated deferred income tax
   (assets) and liabilities as of December 31 are as follows:

                                                    1994           1993
        Accelerated depreciation and other
         plant related                           $186,565        $171,993
        Excess deferred taxes                      21,215          22,744
        Unamortized investment tax credits        (21,784)        (22,812)
        Allowance for equity funds used during
         construction                              14,384          13,518
        Regulatory liability                       17,553          19,179

        Other                                       6,116           8,222
                                                 --------        --------
                                                 $224,049        $212,844
                                                 ========        ========

   Changes in WPL's deferred income taxes arising from the adoption of SFAS
   No. 109 represent amounts recoverable or refundable through future rates
   and have been recorded as net regulatory assets totalling approximately
   $26 million and $29 million in 1994 and 1993, respectively, on the
   Consolidated Balance Sheets.  These net regulatory assets are being
   recovered in rates over the estimated remaining useful lives of the assets
   to which they pertain. 


   NOTE 9. SHORT-TERM DEBT AND LINES OF CREDIT:

   The Company and its subsidiaries maintain bank lines of credit, most of
   which are at the bank prime rates, to obtain short-term borrowing
   flexibility, including pledging lines of credit as security for any
   commercial paper outstanding.  Amounts available under these lines of
   credit totalled $97.5 million, $100 million and $70 million as of December
   31, 1994, 1993 and 1992, respectively. Information regarding short-term
   debt and lines of credit is as follows:

                                          1994        1993          1992
   As of end of year--
    Lines of credit borrowings         $    -       $ 2,000       $  -
    Commercial paper outstanding       $ 50,500     $49,000       $26,000
    Notes payable outstanding          $ 14,001     $40,954       $44,095
    Discount rates on commercial
       paper                           5.64%-6.12%  3.24%-3.40%   3.15%-3.90%
    Interest rates on notes payable    6.04%-6.07%  3.34%-3.35%   3.46%-3.62%

   For the year ended--
    Maximum month-end amount of
       short-term debt                 $ 81,000     $92,000       $70,155
    Average amount of short-term
       debt (based on daily
       outstanding balances)           $ 61,835     $56,250       $41,882
    Average interest rate on
       short-term debt                    4.49%       3.33%         3.78%

   NOTE 10. CAPITALIZATION:

   a. Common Shareowners' Investment:

   During 1994, 1993 and 1992, respectively, the Company issued 337,980,
   451,233 and 528,142 new shares of common stock through its Dividend
   Reinvestment and Stock Purchase Plan and 401(k) Savings Plan, generating
   proceeds of $9.6 million, $15.3 million and $17.5 million, respectively.
     
   On April 27, 1993, a public offering of 1.65 million newly issued shares
   of the Company's common stock, priced at $35.50 per share, raised net
   proceeds of $56.7 million.  The proceeds were used by the Company to
   refinance short-term debt and for general corporate purposes including
   construction.

   In February 1989, the Board of Directors of the Company declared a
   dividend distribution of one common stock purchase right ("right") on each
   outstanding share of the Company's common stock.  Each right would
   initially entitle shareowners to buy one-half of one share of the
   Company's common stock at an exercise price of $60.00 per share, subject
   to adjustment.  The rights are not currently exercisable, but would become
   exercisable if certain events occurred related to a person or group
   acquiring or attempting to acquire 20 percent or more of the outstanding
   shares of common stock.  The rights expire on February 22, 1999, unless
   the rights are earlier redeemed or exchanged by the Company.

   Authorized shares of common stock total 100,000,000 as of December 31,
   1994, and can be categorized as follows:

          No. Of Shares
     Issued and outstanding  . . . . . . . . . . . . . .   30,773,588  
     Reserved for issuance for Dividend
       Reinvestment and Stock Purchase Plan  . . . . . .      645,973
     Reserved for issuance for WPLH Long-Term
       Equity Incentive Plan . . . . . . . . . . . . . .    1,000,000
     Common Stock Rights Agreement . . . . . . . . . . .   15,709,781
     Unreserved  . . . . . . . . . . . . . . . . . . . .   51,870,658
                                                         ------------
         Total authorized  . . . . . . . . . . . . . . .  100,000,000
                                                         ------------

   A retail rate order effective January 1, 1995, requires WPL to maintain a
   utility common equity level of 51.93 percent of total utility
   capitalization during the test year January 1, 1995 to December 31, 1996. 
   In addition, the PSCW ordered that it must approve the payment of
   dividends by WPL to the Company that are in excess of the level forecasted
   in the rate order  ($58.1 million), if such dividends would reduce WPL's
   average common equity ratio below 51.93 percent.

   b.    Preferred Stock:

   On October 27, 1993, WPL issued two new series of preferred stock through
   two separate public offerings.  The 6.2 percent Series is non-redeemable
   for ten years and the 6.5 percent Series is non-redeemable for five years. 
   The proceeds from the sale were used to retire 150,000 shares of 7.56
   percent Series and 149,865 shares of 8.48 percent Series preferred stock.

   c.    Long-term Debt:

   Substantially all of WPL's utility plant is secured by its first mortgage
   bonds.  Current maturities of long-term debt are as follows: $2.8 million
   in 1995, $3.3 million in 1996, $67.6 million in 1997, $11.6 million in
   1998 and $2.1 million in 1999.

   The Company has $150 million of notional principal under interest rate
   swap contracts.  The fair value of these contracts was not material as of
   December 31, 1994.

   The fair value of the Company's long-term debt based on quoted market
   prices for similar issues at December 31, 1994 and 1993 was $501,530 and
   $518,251, respectively.

   NOTE 11. COMMITMENTS AND CONTINGENCIES:

   a.  Coal Contract Commitments:

   To ensure an adequate supply of coal, WPL has entered into certain
   long-term coal contracts.  These contracts include a demand or take-or-pay
   clause under which payments are required if contracted quantities are not
   purchased.  Purchase obligations on these coal and related rail contracts
   total approximately $149 million through December 31, 2003.  WPL's
   management believes it will meet minimum coal and rail purchase
   obligations under the contracts.  Minimum purchase obligations on these
   contracts over the next five years are estimated to be $25 million in 1995
   and $26 million in 1996, 1997, 1998 and 1999, respectively.

   b.  Purchased Power and Gas:

   Under firm purchase power and gas contracts, WPL is obligated as follows
   (dollars in millions):

                              Purchased Power         Purchased Gas 
                             Purchase               Purchase  Decatherms
                            Obligation     MW's    Obligation (in millions)

        1995                 $  8.3        1,920     $ 67         89
        1996                    8.1        1,830       67         90
        1997                   10.9        1,944       55         78
        1998                   15.6        2,505       45         66
        1999                   18.8        2,910       41         53
        Thereafter            106.5       12,720       77        101
                             ------       ------     ----        ---
                             $168.2       23,829     $352        477
                             ======       ======     ====        ===

   c.  Manufactured Gas Plant Sites:

   Historically, WPL has owned 11 properties that have been associated with
   the production of manufactured gas.  Currently, WPL owns five of these
   sites, three are owned by municipalities, and the remaining three are
   owned by private companies.  In 1989, WPL initiated investigation of these
   manufactured gas plant sites.  The Wisconsin Department of Natural
   Resources ("DNR") has been involved in reviewing investigation plans and
   has received ongoing reports regarding these investigations.

   In 1992, and into the beginning of 1993, WPL continued its investigations
   and studies.  WPL confirmed that there was no contamination at two of the
   sites.  WPL received a close-out letter from the DNR related to one of
   those sites and requested a close-out letter for the other site. 
   Additionally, the investigation of historical records at a third site
   indicated a minimal likelihood of any significant environmental impacts. 
   In February 1993, WPL completed cost estimates for the environmental
   remediation of the eight remaining sites.  The results of this analysis
   indicate that during the next 35 years, WPL will expend approximately $81
   million for feasibility studies, data collection, soil remediation
   activities, groundwater research and groundwater remediation activities,
   including construction of slurry containment walls and the installation of
   groundwater pump and treatment facilities.  This estimate was based on
   various assumptions, and is subject to continuous review and revision by
   management.

   The cost estimate set forth above assumes 4 percent average inflation over
   a 35 year period.  The cost estimate also contemplates that primarily
   groundwater pump and treatment activities will take place after 1998
   through and including 2027.  During this time, WPL estimates that it will
   incur average annual costs of $2.0 million to complete the planned
   groundwater remediation activities.

   With respect to rate recovery of these costs, the PSCW has approved a five
   year amortization of the unamortized balance of environmental costs
   expended to date.

   In addition, WPL is pursuing insurance recovery for the costs of
   remediating these sites and is investigating to determine whether there
   are other parties who may be responsible for some of the clean-up costs.

   Through 1994, management has continued its oversight of the issues related
   to the above manufactured gas plant sites without significant revision to
   the above estimates and assumptions.

   Based on the present regulatory record at the PSCW, management believes
   that future costs of remediating these manufactured gas plant sites will
   be recovered in rates.

   NOTE 12. SEGMENT INFORMATION:

   The following table sets forth certain information relating to the
   Company's consolidated operations:

                                             Year Ended December 31,          
    
                                         1994          1993        1992
     Operation information:
       Customer revenues--
         Electric                    $  531,747    $  503,187   $  477,735
         Gas                            139,646       137,270      119,362
         Environmental services          87,673        81,396       67,533
         Other                           57,093        50,090        8,643
                                     ----------    ----------   ----------
         Total operating revenues    $  816,159    $  771,943   $  673,273
                                     ==========    ==========   ==========
       Operating income (loss)--
         Electric                    $  120,218    $  118,785   $  109,459
         Gas                             13,344        10,431        8,724
         Environmental services           6,038         4,219        3,542
         Other (a)                       (9,591)       (7,252)      (3,766)
       Other income and (deductions),
           net                           10,619         2,344        4,741
       Interest expense, net            (36,657)      (37,020)     (37,625)
       Income taxes                     (35,411)      (25,056)     (23,257)
       Preferred stock dividends
           of subsidiary                 (3,310)       (3,928)      (3,811)
                                     ----------    ----------   ----------
         Net income                  $   65,250    $   62,523   $   58,007 
                                     ==========    ==========   ==========

     Investment information:
       Identifiable assets, 
        including allocated common
        plant at December 31--
         Electric                    $1,197,060    $1,170,010   $1,064,418
         Gas                            235,862       228,257      210,965
         Environmental services          41,187        40,124       31,400
         Other                          331,792       323,508      259,115
                                     ----------    ----------   ----------
         Total assets                $1,805,901    $1,761,899   $1,565,898
                                     ==========    ==========   ==========
     Other information:
       Construction and nuclear fuel
        expenditures--
         Electric                    $  113,836    $  139,805   $  113,252
         Gas                             19,683        18,876       13,974
         Other                            6,169        18,538       45,606
                                     ----------    ----------   ----------
         Total construction and
          nuclear fuel
          expenditures               $  139,688    $  177,219   $  172,832
                                     ==========    ==========   ==========

       Provision for depreciation
        and amortization--
         Electric                    $   65,195    $   53,398   $   49,554
         Gas                              8,082         7,329        6,578
         Other                            8,203         8,385        3,817
                                     ----------    ----------   ----------
         Total provision for
          depreciation               $   81,480    $   69,112   $   59,949
                                     ==========    ==========   ==========


     (a) Excludes the effects of affordable housing and historical tax
         credits of $4.8 million, $5.2 million and $7.8 million in 1994, 1993
         and 1992, respectively.


   NOTE 13.  ACQUISITIONS:

   On August 31, 1993, the Company issued 515,993 shares of Company common
   stock in exchange for the outstanding common and preferred stock of Jones
   and Neuse, Inc. ("JN"), a 250-employee environmental consulting and
   engineering service firm based in Austin, Texas.  This transaction was
   accounted for as a pooling of interests.  The Company positioned JN as a
   service region of its own 550-employee environmental consulting and
   engineering company, RMT, a subsidiary of HDC.

   In February 1993, HDC acquired A&C Enercom Consultants, Inc., a Georgia
   corporation, for cash and new shares of the Company's common stock.  A&C
   Enercom provides demand-side management and energy-related consulting
   services, primarily to public electric and gas utility companies.

   NOTE 14.  CONSOLIDATED QUARTERLY FINANCIAL DATA (Unaudited):

   Seasonal factors significantly affect WPL and, therefore, the data
   presented below should not be expected to be comparable between quarters
   nor necessarily indicative of the results to be expected for an annual
   period.

   The amounts below were not audited by independent public accountants, but
   reflect all adjustments necessary, in the opinion of the Company, for a
   fair presentation of the data.

                             Operating    Operating                 Earnings
   Quarter Ended             Revenues       Income     Net Income   Per Share
   1994:                          (in thousands except for per-share data)

   March 31                  $234,178      $47,245      $26,369       $.87 
   June 30                    181,285       20,864       10,303        .33 
   September 30               193,706       33,515       15,309        .50 
   December 31                209,555       28,385       13,269        .43 

   1993:
   March 31                  $209,250      $36,490      $19,766       $.70
   June 30                    173,631       19,872        7,190        .24
   September 30               173,869       29,358       13,258        .44
   December 31                216,307       40,463       22,309        .73



   <PAGE>
   ITEM 9.    CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS ON
                  ACCOUNTING AND FINANCIAL DISCLOSURE

                  None.

                                    PART III


   ITEM 10.  DIRECTORS AND EXECUTIVE OFFICERS OF THE REGISTRANT

            The information required by Item 10 relating to directors and
   nominees for election as directors at the Company's 1995 Annual Meeting of
   Shareowners is incorporated herein by reference to the information under
   the caption "Election of Directors" in the Company's Proxy Statement for
   its 1995 Annual Meeting of Shareowners (the "1995 Proxy Statement").  The
   1995 Proxy Statement will be filed with the Securities and Exchange 
   Commission within 120 days after the end of the Company's fiscal year.  
   The information required by Item 10 relating to executive officers is 
   set forth in Part I of this Annual Report on Form 10-K.  The information 
   required by Item 10 relating to delinquent filers is incorporated herein 
   by reference to the information under the caption "Compliance with Section 
   16(a) of the Securities Exchange Act of 1934" in the 1995 Proxy Statement.

   ITEM 11.  EXECUTIVE COMPENSATION

            The information required by Item 11 is incorporated herein by
   reference to the information under the captions "Compensation of Executive
   Officers" and "Compensation of Directors" (but not including the Report of
   the Compensation and Personnel Committee on Executive Compensation) in the 
   1995 Proxy Statement.  The 1995 Proxy Statement will be filed with the 
   Securities and Exchange Commission within 120 days after the end of the 
   Company's fiscal year.

   ITEM 12.  SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT

            The information required by Item 12 is incorporated herein by
   reference to the information under the caption "Ownership of Voting
   Securities" in the 1995 Proxy Statement.  The 1995 Proxy Statement will be
   filed with the Securities and Exchange Commission within 120 days after
   the end of the Company's fiscal year.


   ITEM 13.  CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

            The information required by Item 13 is incorporated by reference
   to the information under the caption "Compensation of Executive Officers"
   (but not including the Report of the Compensation and Personnel Committee
   on Executive Compensation) in the 1995 Proxy Statement.  The 1995 Proxy
   Statement will be filed with the Securities and Exchange Commission within
   120 days after the end of the Company's fiscal year.


                                     PART IV


   ITEM 14.    EXHIBITS, FINANCIAL STATEMENT SCHEDULES, AND REPORTS ON FORM
               8-K

   (a) (1)  Consolidated Financial Statements

            Included in Part II of this report:

                 Report of Independent Public Accountants 

                 Consolidated Statements of Income for the Years Ended
                 December 31, 1994, 1993 and 1992

                 Consolidated Balance Sheets, December 31, 1994 and 1993

                 Consolidated Statements of Cash Flows for the Years Ended
                 December 31, 1994, 1993 and 1992

                 Consolidated Statements of Capitalization, December 31,
                 1994 and 1993

                 Consolidated Statements of Common Shareowners' Investment

                 Notes to Consolidated Financial Statements


   (a) (2)  Financial Statement Schedules

            For each of the years ended December 31, 1994, 1993 and 1992

            Schedule I.         Parent Company Financial Statements
            Schedule II.        Valuation and Qualifying Accounts and
                                Reserves

            All other schedules are omitted because they are not applicable
            or not required, or because that required information is shown
            either in the consolidated financial statements or in the notes
            thereto.

   (a) (3)  Exhibits

            The following Exhibits are filed herewith or incorporated herein
            by reference.  Documents indicated by an asterisk (*) are
            incorporated herein by reference.
               
            3A*    Restated Articles of Incorporation (incorporated by
                   reference to Exhibit 4.1 to the Company's Form S-3
                   Registration Statement No. 33-59972)

            3B     By-Laws of the Company as revised to February 23, 1994

            4A*      Indenture of Mortgage or Deed of Trust dated August 1,
                     1941, between WPL and First Wisconsin Trust Company and
                     George B. Luhman, as Trustees, incorporated by reference
                     to Exhibit 7(a) in File No. 2-6409, and the indentures
                     supplemental thereto dated, respectively, January 1,
                     1948, September 1, 1948, June 1, 1950, April 1, 1951,
                     April 1, 1952, September 1, 1953, October 1, 1954,
                     March 1, 1959, May 1, 1962, August 1, 1968, June 1,
                     1969, October 1, 1970, July 1, 1971, April 1, 1974,
                     December 1, 1975, May 1, 1976, May 15, 1978, August 1,
                     1980, January 15, 1981, August 1, 1984, January 15,
                     1986, June 1, 1986, August 1, 1988, December 1, 1990,
                     September 1, 1991, October 1, 1991, March 1, 1992, May
                     1, 1992, June 1, 1992 and July 1, 1992 (incorporated by 
                     reference to Second Amended Exhibit 7(b) in File No. 
                     2-7361; Amended Exhibit 7(c) incorporated by reference 
                     to File No. 2-7628; Amended Exhibit 7.02 in File No. 
                     2-8462; Amended Exhibit 7.02 in File No. 2-8882; Second 
                     Amendment Exhibit 4.03 in File No. 2-9526; Amended 
                     Exhibit 4.03 in File No. 2-10406; Amended Exhibit 2.02 
                     in File No. 2-11130; Amended Exhibit 2.02 in File No. 
                     2-14816; Amended Exhibit 2.02 in File No. 2-20372; 
                     Amended Exhibit 2.02 in File No. 2-29738; Amended 
                     Exhibit 2.02 in File No. 2-32947; Amended Exhibit 2.02 
                     in File No. 2-38304; Amended Exhibit 2.02 in File No. 
                     2-40802; Amended Exhibit 2.02 in File No. 2-50308; 
                     Exhibit 2.01(a) in File No. 2-57775; Amended Exhibit 
                     2.02 in File No. 2-56036; Amended Exhibit 2.02 in File 
                     No. 2-61439; Exhibit 4.02 in File No. 2-70534; Amended 
                     Exhibit 4.03 File No. 2-70534; Exhibit 4.02 in File No.
                     33-2579; Amended incorporated by reference to Exhibit 
                     4.03 in File No. 33-2579; Amended Exhibit 4.02 in File 
                     No. 33-4961; Exhibit 4B to WPL's Form 10-K for the year 
                     ended December 31, 1988, Exhibit 4.1 to WPL's Form 8-K 
                     dated December 10, 1990, Amended Exhibit 4.26 in File
                     No. 33-45726, Amended Exhibit 4.27 in File No.33-45726,
                     Exhibit 4.1 to WPL's Form 8-K dated March 9, 1992,
                     Exhibit 4.1 to WPL's Form 8-K dated May 12, 1992,
                     Exhibit 4.1 to WPL's Form 8-K dated June 29, 1992 and
                     Exhibit 4.1 to WPL's Form 8-K dated July 20, 1992)

            4B*      Rights Agreement, dated as of February 22, 1989, between
                     the Company  and Morgan Shareholder Services Trust
                     Company (incorporated by reference to Exhibit 4 to the
                     Company's current report on Form 8-K dated February 27,
                     1989)

            10A*#    Executive Tenure Compensation Plan, as revised November
                     1992 (incorporated by reference to Exhibit 10A to the
                     Company's Form 10-K for the year ended December 31,
                     1992)

            10B*#    Form of Supplemental Retirement Plan, as revised
                     November 1992 (incorporated by reference to Exhibit 10B
                     to the Company's Form 10-K for the year ended December
                     31, 1992)

            10C*#    Forms of Deferred Compensation Plans, as amended June,
                     1990 (incorporated by reference to Exhibit 10C to the
                     Company's Form 10-K for the year ended December 31,
                     1990)

            10C.1*#  Officer's Deferred Compensation Plan II, as adopted
                     September 1992  (incorporated by reference to Exhibit
                     10C.1 to the Company's Form 10-K for the year ended
                     December 31, 1992)

            10C.2*#  Officer's Deferred Compensation Plan III, as adopted
                     January 1993 (incorporated by reference to Exhibit 10C.2
                     to the Company's Form 10-K for the year ended December
                     31, 1993)

            10D*#    Pre-Retirement Survivor's Income Supplemental Plan, as
                     revised November 1992 (incorporated by reference to
                     Exhibit 10F to the Company's Form 10-K for the year
                     ended December 31, 1992)

            10E*#    Wisconsin Power and Light Company Management Incentive
                     Plan (incorporated by reference to Exhibit 10H to the
                     Company's Form 10-K for the year ended December 31,
                     1992)

            10F#     Deferred Compensation Plan for Directors, as amended
                     January 17, 1995

            10G*#    WPL Holdings, Inc. Long-Term Equity Incentive Plan
                     (incorporated by reference to Exhibit 4.1 to the
                     Company's Quarterly Report on Form 10-Q for the quarter
                     ended June 30, 1994)

            10H*#    Key Executive Employment and Severance Agreement by and
                     between WPL Holdings, Inc., and E.B. Davis, Jr.
                     (incorporated by reference to Exhibit 4.2 to the
                     Company's Quarterly Report on Form 10-Q for the quarter
                     ended June 30, 1994)

            10I*#    Form of Key Executive Employment and Severance Agreement
                     by and between WPL Holdings, Inc. and each of L.W.
                     Ahearn, W.D. Harvey, E.G. Protsch and A.J. Amato
                     (incorporated by reference to Exhibit 4.3 to the
                     Company's Quarterly Report on Form 10-Q for the quarter
                     ended June 30, 1994)

            10J*#    Form of Key Executive Employment and Severance Agreement
                     by and between WPL Holdings, Inc. and each of E.M.
                     Gleason, B.J. Swan, D.A. Doyle, N.E. Boys, D.E.
                     Ellestad, P.J. Wegner and K.K. Zuhlke (incorporated by
                     reference to Exhibit 4.4 to the Company's Quarterly
                     Report on Form 10-Q for the quarter ended June 30, 1994)

            10K*#    Restricted Stock Agreement -- Lance Ahearn (incorporated
                     by reference to Exhibit 10J to the Company's Form 10-K
                     for the year ended December 31, 1992)

            10L#     Restricted Stock Agreement -- Erroll B. Davis

            10M#     Summary of Heartland Development Corporation Short-
                     Term Incentive Plan

            21       Subsidiaries of the Company

            23       Consent of Independent Public Accountants

            27       Financial Data Schedule

            99*      1995 Proxy Statement for the Annual Meeting of
                     Shareowners to be held May 17, 1995 [The Proxy Statement
                     for the 1995 Annual Meeting of Shareowners will be filed
                     with the Securities and Exchange Commission under
                     Regulation 14A within 120 days after the end of the
                     Company's fiscal year; except to the extent incorporated
                     by reference, the Proxy Statement for the 1995 Annual
                     Meeting of Shareowners shall not be deemed to be filed
                     with the Securities and Exchange Commission as part of
                     this Annual Report on Form 10-K]

            Pursuant to Item 601(b)(4)(iii) of Regulation S-K, the Company
            hereby agrees to furnish to the Securities and Exchange
            Commission, upon request, any instrument defining the rights of
            holders of unregistered long-term debt not filed as an exhibit

            to this Form 10-K.  No such instrument authorizes securities in
            excess of 10 percent of the total assets of the Company.

            # - A management contract or compensatory plan or arrangement.

   (b)         Reports on Form 8-K.

               None

   <PAGE>
                                   SIGNATURES

               Pursuant to the requirements of Section 13 or 15(d) of the
   Securities Exchange Act of 1934, the Registrant has duly caused this
   report to be signed on its behalf by the undersigned, thereunto duly
   authorized on the 22nd day of February, 1995.

                              WPL HOLDINGS, INC.

                              By:/s/ Erroll B. Davis, Jr.        
                                  Erroll B. Davis, Jr.
                                  President and Chief Executive Officer

               Pursuant to the requirements of the Securities Exchange Act of
   1934, this report has been signed below by the following persons on behalf
   of the registrant and in the capacities indicated on the 22nd day of
   February 1995.


   /s/ Erroll B. Davis, Jr.           President, Chief Executive Officer
   Erroll B. Davis, Jr.               and Director (principal executive
                                      officer)

   /s/ Edward M. Gleason              Vice President, Treasurer and Corporate
   Edward M. Gleason                  Secretary (principal financial officer)


   /s/ Daniel A. Doyle                Vice President - Finance, Controller
   Daniel A. Doyle                    and Treasurer - Wisconsin Power and
                                      Light Company  (principal accounting
                                      officer)

   /s/ Les Aspin            Director  /s/ Milton E. Neshek          Director
   Les Aspin                          Milton E. Neshek

   /s/ L. David Carley      Director  /s/ Henry C. Prange           Director
   L. David Carley                    Henry C. Prange 


   /s/ Rockne G. Flowers    Director  /s/ Judith D. Pyle            Director
   Rockne G. Flowers                  Judith D. Pyle 


   /s/ Donald R. Haldeman   Director  /s/ Henry F. Scheig           Director
   Donald R. Haldeman                 Henry F. Scheig   


   /s/ Katharine C. Lyall   Director  /s/ Carol T. Toussaint        Director
   Katharine C. Lyall                 Carol T. Toussaint


   /s/ Arnold M. Nemirow    Director
   Arnold M. Nemirow

   <PAGE>
              REPORT OF INDEPENDENT PUBLIC ACCOUNTANTS ON SCHEDULES


   To WPL Holdings, Inc.:


   We have audited in accordance with generally accepted auditing standards,
   the consolidated financial statements included in the 1994 Form 10-K of
   WPL Holdings, Inc. and have issued our report thereon dated February 1,
   1995.  Our audit was made for the purpose of forming an opinion on those
   statements taken as a whole.  Supplemental Schedules I and II are the
   responsibility of the Company's management and are presented for purposes
   of complying with the Securities and Exchange Commission's rules and are
   not part of the basic consolidated financial statements.  These schedules
   have been subjected to the auditing procedures applied in the audit of the
   basic consolidated financial statements and, in our opinion, fairly state
   in all material respects the financial data required to be set forth
   therein in relation to the basic consolidated financial statements taken
   as a whole.



   Milwaukee, Wisconsin,                               ARTHUR ANDERSEN LLP
   February 1, 1995

   <PAGE>
                               WPL HOLDINGS, INC.
                     INDEX TO FINANCIAL STATEMENT SCHEDULES
              FOR THE YEARS ENDED DECEMBER 31, 1994, 1993 AND 1992


   FINANCIAL STATEMENT SCHEDULES:

      I.       Parent Company Financial Statements                    
     II.       Valuation and Qualifying Accounts and Reserves
    


   NOTE:       All other schedules are omitted because they are not
               applicable or not required, or because that required
               information is shown either in the financial statements or in
               the notes thereto.

   <PAGE>
                                              SCHEDULE I  -  CONDENSED
                                        PARENT COMPANY FINANCIAL STATEMENTS
   <TABLE>
                                                                WPL HOLDINGS, INC.
                                                              (Parent Company Only)

                                                  STATEMENTS OF INCOME AND REINVESTED EARNINGS

   <CAPTION>
                                                                 As of December 31,
                                                         1994         1993         1992
                                                                    (In Thousands)
   <S>                                                  <C>          <C>          <C>
   Income:
       Cash dividends................................   $59,010      $56,068      $51,385
       Undistributed subsidiary earnings  (loss):
           Heartland Development Corporation.........    (4,706)       1,337          857
           Wisconsin Power and Light Company.........    12,173        5,850        4,243
       Investment income and other...................       681           33          182
                                                         ------      -------       ------
                                                         67,158       63,288       56,667
                                                         ------      -------       ------
   Expenses:
       Operating  (Note D)...........................     1,978        1,018           90
       Interest and other............................       842          805          658
                                                         ------       ------       ------
                                                          2,820        1,823          748
                                                         ------       ------       ------
   Income before income tax benefit..................    64,338       61,465       55,919
                                                         ------       ------       ------
   Income tax benefit (expense):
       Current.......................................       974          750          372
       Deferred......................................       (62)         308          730
                                                         ------       ------       ------
                                                            912        1,058        1,102
                                                         ------       ------       ------
   Net income........................................    65,250       62,523       57,021
                                                         ------       ------       ------
   Reinvested earnings, beginning of year............   284,745      276,968      270,266
       Cash dividends................................   (59,010)     (55,626)     (50,201)
       Expense of issuing preferred stock............         0       (1,082)           0
       Other.........................................     2,063        1,962         (118)
                                                        -------      -------      -------
   Reinvested earnings at end of year................  $293,048     $284,745     $276,968
                                                        =======      =======      =======

   </TABLE>
   The accompanying notes are an integral part of these state

   <PAGE>
                             SCHEDULE I - CONDENSED
                       PARENT COMPANY FINANCIAL STATEMENTS

                               WPL HOLDINGS, INC.
                              (Parent Company Only)

                                  BALANCE SHEET

                                                      As of December 31, 
                                                      1994          1993
                                                        (In Thousands)
                  ASSETS
   Current assets:
       Cash and equivalents........................    $1,061       $8,642
       Accounts receivable - affiliates (Note B)...       187          109
       Notes receivable - affiliates  (Note B).....    28,471       24,948
                                                     --------     --------
                                                       29,719       33,699
                                                     --------     --------
   Accounts receivable from WPL Holding DRIP.......       250          150
                                                     --------      -------
   Tax benefit receivable..........................     1,219        2,156
                                                     --------      -------
   Property and equipment..........................     1,009        1,023
                                                     --------      -------
   Investments and other...........................       267          677
                                                     --------      -------
   Investments in Subsidiaries, at equity:
       Heartland Development Corporation...........    66,834       71,439
       Wisconsin Power and Light Company...........   544,506      522,667
                                                     --------      -------
                                                      611,340      594,106
   Deferred income taxes...........................       372          372
                                                     --------     --------
   Total Assets....................................  $644,176     $632,183
                                                     ========     ========
         LIABILITIES AND CAPITALIZATION

   Current liabilities:
       Short term debt  (Note C)...................   $11,500      $32,958
       Accounts payable - affiliates  (Note B).....      (149)       4,727
       Accounts payable............................         3            3
       Accrued taxes...............................      (912)         (94)
       Accrued interest and other..................       220          739
       Dividends payable...........................       228          148
                                                      -------      -------
                                                       10,890       38,481
   Long-term debt..................................    34,000       10,463
   Deferred taxes..................................       274
   Deferred credit.................................     1,214          273
                                                      -------      -------
                                                       35,488       10,736
                                                      -------      -------
   Capitalization:
       Common shareowners' investment:
         Common stock, $.01 par value, authorized
           100,000,000 shares; issued and
           outstanding -- 30,773,588 shares and
           30,438,654 shares at December 31,
           1994 and 1993, respectively.............       308          305
         Additional paid-in-capital................   304,442      297,916
         Reinvested earnings.......................   293,048      284,745
                                                     --------     --------
             Total Capitalization..................   597,798      582,966
                                                     --------     --------
   Total Capitalization and Liabilities............  $644,176     $632,183
                                                     ========     ========

   The accompanying notes are an integral part of these statements.

   <PAGE>
                                             SCHEDULE I  -  CONDENSED
                                      PARENT COMPANY FINANCIAL STATEMENTS

                                                          WPL HOLDINGS, INC.
                                                         (Parent Company Only)
   <TABLE>
                                                         STATEMENT OF CASH FLOWS
   <CAPTION>
                                                                         As of December 31, 
                                                              1994            1993             1992
                                                                        (In Thousands)
   <S>                                                      <C>              <C>             <C>  
   Cash flows generated from (used for) operating
   activities:
       Net income.......................................    $65,250          $62,523         $57,021
       Undistributed earnings of subsidiaries...........     (7,467)          (7,187)         (5,100)
       Equity Investments in subsidiaries and other.....     (9,649)         (77,196)        (17,818)
       Depreciation.....................................         13               12               3
       Deferred income taxes............................        (62)            (308)           (730)
       Changes in assets and liabilities:
           Receivables..................................     (2,764)           3,703         (11,218)
           Investments..................................          7             (553)            780
           Accounts payable.............................     (4,876)          (3,798)          5,747
           Accrued taxes................................       (818)             (94)           (199)
           Accrued interest and other...................       (519)              36             368
           Dividends payable............................         80             (165)            (10)
           Other........................................        355              (27)            (16)
               Net cash generated from (used for)
                 operating activities...................     39,550          (23,054)         28,828

   Cash flows generated from (used for) financing
    activities:
       Issuance of common stock.........................       --             58,575              --
       Common stock issuance expense....................       --             (1,888)             --
       Issuance of long-term debt.......................     23,537             --                --
       Long-term debt maturities........................        (56)            --               (57)
       Net change in short term debt....................    (21,402)          13,807           3,773
       Common stock cash dividends less dividends
          reinvested....................................    (49,357)         (40,342)        (32,668)
       Other............................................        147            1,205          (1,144)
              Net cash (used for) generated from 
                financincing activities.................    (47,131)          31,357         (30,096)

   Cash flows generated from (used for) investing
   activities:
       Purchase of property and equipment...............      --              --                 (39)
          Net cash used for investing activities........      --              --                 (39)

   Net (decrease) increase in cash and equivalents......     (7,581)           8,303          (1,307)
   Cash and equivalents at beginning of year............      8,642              339           1,646
   Cash and equivalents at end of year..................     $1,061           $8,642            $339

   Supplemental disclosures of cash flow information:
       Cash paid during the year for:
           Interest on debt.............................     $2,097             $627            $658
           Income taxes.................................    $16,412          $14,685         $17,411
       Noncash financing activities:
           Dividends reinvested.........................     $9,653          $15,284         $17,533

   </TABLE>
   The accompanying notes are an integral part of these statements.

   <PAGE>
                        SCHEDULE I - CONDENSED
                      PARENT COMPANY FINANCIAL STATEMENTS

                              WPL HOLDINGS, INC.
         Supplemental Notes to Parent Company Only Financial Statements


   The following are supplemental notes to the WPL Holdings, Inc. (the
   "Company") Parent Company Financial Statements and should be read in
   conjunction with the Consolidated Financial Statements and Notes thereto
   included in the WPL Holdings, Inc. 1994 Annual Report, which are hereby
   incorporated herein by reference.

   Note A.  The parent company files a consolidated federal income tax return
            with its subsidiaries.

   Note B.  Net amounts due to (due from) affiliates result from intercompany
            transactions including loans, federal income tax liabilities and  
            an administrative allowance.

   Note C.  Information regarding short-term debt is as follows:

                                                     1994          1993
                                                        (In Thousands)
    As of end of year:
        Notes payable outstanding................   $11,500       $32,958
        Interest rates on notes payable..........     6.06%         3.58%
    For the year ended:
        Maximum month-end amount of short-term
          debt...................................   $52,500       $36,000
        Average amount of short-term debt........   $36,462       $25,827
        Average interest rate on short-term debt.     4.56%         3.37%



   Note D.  During 1994, 1993 and 1992, Wisconsin Power and Light Company
   allocated and billed certain administrative and general expenses to the
   Company using an allocation method approved by the Public Service
   Commission of Wisconsin.  These expenses totalled $759,000, $777,000 and
   $867,000 during 1994, 1993 and 1992, respectively.

   <PAGE>

                                                SCHEDULE    II

                                   WPL HOLDINGS, INC. AND SUBSIDIARIES

   <TABLE>
                                VALUATION AND QUALIFYING ACCOUNTS AND RESERVES

                                               ($ In Thousands)
   <CAPTION>
                                                         Additions
                                         Balance at      Charged to                        Balance a
                                          beginning      costs and                          end of
   Description                            of period       expenses          Deductions      period

   <S>                                      <C>            <C>              <C>             <C> 
   Year ended December 31, 1994:
     Allowance for doubtful accounts...     $1,662         $1,027           $725  [1]       $1,964
                                             =====          =====            ===            ======
   Year ended December 31, 1993:
     Allowance for doubtful accounts...       $732         $1,540           $610  [1]       $1,662
                                              ====          =====            ===            ======
   Year ended December 31, 1992:
     Allowance for doubtful accounts...       $949           $115           $332  [1]         $732
                                              ====          =====            ===              ====

   <FN>
   [1]   Uncollectible accounts written off, net of recoveries.
   </TABLE>

   <PAGE>
                                  EXHIBIT INDEX


   Exhibit
     No.          Description

     3B           By-Laws of as revised to February 23, 1994

     10F          Deferred Compensation Plan for Directors, as amended
                  January 17, 1995

     10L          Restricted Stock Agreement -- Erroll B. Davis

     10M          Summary of Heartland Development Corporation Short-
                  Term Incentive Plan

     21           Subsidiaries of the Company

     23           Consent of Independent Public Accountants

     27           Financial Data Schedule




                                    BYLAWS OF
                                WPL HOLDINGS, INC.
                          Revised At February 23, 1994


                                    ARTICLE I

                                      SEAL

        The corporate seal shall have inscribed thereon the name of the
   corporation and the words "Corporate Seal, Wisconsin".


                                   ARTICLE II

                              Stocks and Transfers

        Section 1 - Each holder of fully paid stock shall be entitled to a
   certificate or certificates of stock, stating the number of shares owned
   by such shareowner and the designation of the Class and Series in which
   issued.  All stock certificates shall be signed by the President or the
   Vice President and by the Secretary of the Company, and be sealed with the
   corporate seal of the Company, which seal may be facsimile, engraved or
   printed.  If and when a Transfer Agent and/or a Registrar shall have been
   appointed by the Board with respect to the shares of any class of stock,
   or series thereof, of the Company, the certificates representing such
   shares shall also be countersigned by such Transfer Agent and/or
   countersigned and registered by such Registrar, as the case may be. 
   Certificates which have been countersigned by a Transfer Agent and
   countersigned and registered by a Registrar, in both cases duly appointed
   by the Board of Directors for such purpose, may bear the signatures of the
   President or the Vice President and the Secretary of the Company in
   facsimile, engraved or printed; provided, that no certificate bearing the
   facsimile signatures of the Officers of the Company shall be valid or
   effective for any purpose unless and until it shall have been so
   countersigned and registered.  In case any such Officer who has signed any
   stock certificate, or whose facsimile signature has been placed thereon,
   shall have ceased to be such Officer before such certificate is issued,
   such certificate may be issued by the Company with the same effect as if
   such Officer had not ceased to be such at the date of its issue.

        Section 2 - The stock of the Company shall be divided into such
   Classes, with such relative rights and preferences, as shall be provided
   by the Articles of Organization of the Company as the same may from time
   to time be amended in accordance with the laws of Wisconsin.

        Section 3 - Shares of stock shall be transferable only on the books
   of the Company; and upon proper endorsement and surrender of the
   outstanding certificates representing the same.  Subject to such
   conditions as the Board of Directors may, by Resolution, establish:  (a)
   If an outstanding certificate of stock shall be lost, destroyed or stolen,
   the holder thereof may have a new certificate issued, upon producing
   evidence satisfactory to the Officers of the Company, of such loss,
   destruction or theft; and upon furnishing to the Company a bond of
   indemnity, surety bond, or such other assurance as the Officers may
   require.  (b) Where any outstanding certificates of stock are deemed
   abandoned by the holder thereof, pursuant to the unclaimed property or
   escheatment laws of any state having jurisdiction thereof, the Officers of
   the Company are authorized and directed to cause the transfer and delivery
   of said certificates or to cause the issuance of replacement certificates,
   to such person or persons as may be entitled thereto in accordance with
   such escheatment laws.

        Section 4 - Transfer books may be closed by order of the Board of
   Directors for short periods, not exceeding forty days at any one time, for
   any legal purpose, as the Board of Directors shall deem advisable.


                                   ARTICLE III

                             Meetings of Shareowners

        Section 1 - The Annual Meeting of the Shareowners shall be held on
   the fourth Wednesday in May of each year (or if such day be a legal
   holiday in Wisconsin, then upon the following day); or on such other day
   of each year as the Board of Directors may determine.  Each such meeting
   shall be held at the hour of 10:00 o'clock A.M. at the office of the
   Company in Madison, Wisconsin, unless the Board of Directors shall
   otherwise order.  The Annual Meeting shall be held for the purposes of
   electing Directors, selecting the Company's independent auditors and of
   transacting such other business as may properly come before the meeting.

        Section 2 - Special Meetings of the shareowners may be called by the
   Chairperson of the Board; the Chief Executive Officer; or by the Board of
   Directors; or by the Secretary when requested by the owners of shares of
   outstanding voting stock having in the aggregate a number of votes at
   least equal to one-fifth of the aggregate number of votes possessed by all
   such owners; or in such other manner as may be provided by statute.

        Section 3 - Notice of the time and place of each Annual or Special
   Meeting of Shareowners shall be sent by mail to the recorded address of
   each shareowner not less than ten days before the date of the meeting,
   except in cases where other special method of notice may be required by
   statute, in which case the statutory method shall be followed.  The notice
   of a special meeting shall state the object of the meeting.  Notice of any
   meeting of the shareowners may be waived by any shareowners.

        Section 4 - At all meetings of shareowners, the representation of
   owners of that number of shares of stock entitled to vote at such meeting
   having in the aggregate a number of votes at least equal to a majority of
   the aggregate number of votes entitled to vote at such meeting shall be
   necessary to constitute a quorum for the transaction of any business,
   other than (a) adjourning from time to time until a quorum shall be
   obtained, or (b) adjourning sine die, and for any such adjournment a
   majority vote of whatever shares of stock shall be represented shall be
   sufficient.

        Section 5 - The Chairperson of the Board when he or she is the Chief
   Executive Officer, and when he or she is not the Chief Executive Officer
   or  in his or her absence or at his or her request the President, and in
   the absence of both the Chairperson of the Board and the President then a
   Vice President, and if no Vice President be in attendance at the meeting
   then a Director selected by the Directors attending the meeting, or if no
   selection is made then the Director in attendance with the longest tenure
   in such office, shall preside at each meeting of shareowners, and the
   Secretary of the Company shall act as Secretary of each shareowner
   meeting.

        Section 6 - Any shareowner having the right to vote at a meeting of
   shareowners may exercise such right by voting in person or by proxy at
   such meeting.

                                   ARTICLE IV

                               Board of Directors

        Section 1 - The number of Directors constituting the Board of
   Directors shall be a minimum of seven (7) and a maximum of thirteen (13). 
   Whenever a vacancy(ies) occurs on the Board of Directors such that there
   are less than seven (7) Directors remaining, the remaining Directors shall
   constitute the Board of Directors until the vacancy(ies) are filled by a
   vote of the majority of the Directors remaining in office, even if less
   than a quorum, said vacancy(ies) to be filled as soon as reasonably
   possible.  When there are seven (7) or more Directors and a vacancy
   occurs, including a vacancy created by an increase in the number of
   Directors, it shall be filled or not filled at the discretion of the Board
   of Directors.

        Section 2 - No person who has attained 70 years of age shall be
   eligible for election or reelection to the Board of Directors.  Any
   Director who has attained 70 years of age shall resign from the Board of
   Directors effective as of the next Annual Meeting of Shareowners.  Except
   for the Chief Executive Officer, any Officer or employee of the Company
   serving as a Director who retires or resigns from his or her office or
   employment with the Company shall simultaneously resign from the Board of
   Directors.  Any Director who is unavailable for reasonably regular
   attendance at meetings of the Board shall resign as a Director.

        Section 3 - The Board of Directors may hold regular or special
   meetings in or outside the State of Wisconsin.

        Section 4 - A regular meeting of the Board of Directors shall be held
   within 30 days after the Annual Meeting of Shareowners in each year,
   provided a quorum for such meeting can be obtained, and thereafter regular
   meetings of the Board of Directors shall be held at such time and place
   and in such manner as may be determined by the Board, at such hour as the
   notice of meeting may provide.

        Section 5 - Special meetings of the Board may be called at any time
   by the Chairperson, the Chief Executive Officer, or in the absence of the
   Chairperson when Chief Executive Officer, by the President, or by a Vice
   President when acting as Chief Executive Officer, or by any two Directors,
   by mailing to each Director, not less than three days before the time of
   such meeting, a written notice stating the time and place and manner of
   holding such meeting.

        Section 6 - (a) Any or all members of the Board of Directors, or any
   committee thereof, may participate in a regular or special meeting by, or
   to conduct the meeting through, the use of any means of communication by
   which any of the following occurs:

            1)  All participating directors may simultaneously hear each
                other during the meeting.

            2)  All communication during the meeting is immediately
                transmitted to each participating director, and each
                participating director is able to immediately send messages
                to all other participating directors.

        (b)     If a meeting is conducted by the means of communication
                described herein, all participating directors shall be

                informed that a meeting is taking place at which official
                business may be transacted.

        (c)     A director participating in a meeting by means of such
                communication is deemed to be present in person at the
                meeting.

        Section 7 - Notice of any meeting of the Board may be waived by any
   Director.

        Section 8 - A majority of the Board of Directors shall constitute a
   quorum for the transaction of business at any meeting of the Board, but a
   fewer number may adjourn the meeting to some other day or sine die.  The
   person designated by Section 5 of Article III above shall preside at
   meetings of the Board of Directors, and the Secretary shall act as
   Secretary.  The members of the Board who are Officers or employees of the
   Company shall receive no separate fee for serving as a Director of the
   Company.  Other members of the Board shall be paid such fees as the Board
   shall from time to time determine by resolution.


                                    ARTICLE V

                                   Committees

        Section 1 - The Board of Directors may, by resolution passed by a
   majority of the whole Board, designate from their number an Executive
   Committee of such number, not less than three, as the Board may fix from
   time to time. 

   The Executive Committee may make its own rules of procedure and shall meet
   where and as provided by such rules, or by resolution of the Board of
   Directors.  A majority of the members of the Committee shall constitute a
   quorum for the transaction of business.  During the intervals between the
   meetings of the Board of Directors, the Executive Committee shall have all
   the powers of the Board in the management of the business and affairs of
   the Company, including power to authorize the seal of the Company to be
   affixed to all papers which may require it, and, by majority vote of all
   its members, exercise any and all such powers in such manner as such
   Committee shall deem best for the interests of the Company, in all cases
   in which specific directions shall not have been given by the Board of
   Directors.

        Section 2 - The Board of Directors may, by resolution passed by a
   majority of the whole Board, designate from their number various
   Committees from time to time as corporate needs may dictate.  The
   Committees may make their own rules of procedure and shall meet where and
   as provided by such rules, or by resolution of the Board of Directors.  A
   majority of the members of the Committee shall constitute a quorum for the
   transaction of business.

        Section 3 - An Audit Committee is hereby established, and shall
   consist of at least three (3) members all of whom shall be outside members
   of the Board of Directors.  The Chairperson and the members of the
   Committee shall be elected by a majority vote of the members of the Board
   of Directors at the Annual Board Meeting following the Annual Meeting of
   Shareowners, except that any vacancies on said Committee may be filled at
   any time by action of the Board of Directors.  Said Committee shall meet
   at the call of any one of its members, but in no event shall it meet less
   than once a year.  Such meeting may be held on a day separate from or the
   same as the regular monthly meeting of the Board of Directors.  Subsequent
   to each such Committee meeting, a report of the actions taken by such
   Committee shall be made to the Board of Directors.

        The functions of said Committee shall be to:

        1.  Recommend to the shareowners the independent auditors of the
            Company.

        2.  Discuss with the independent auditors the scope of their audit.

        3.  Discuss with the independent auditors and the management the
            Company's accounting principles, policies and practices and its
            reporting policies and practices.

        4.  Discuss with the independent auditors the results of their audit.

        5.  Discuss with the independent auditors the adequacy of the
            Company's or any of its subsidiaries accounting, financial and
            operating controls.

        6.  Discuss with appropriate officers and staff the scope and results
            of internal audits and initiate such accounting principles,
            policies and practices, and reporting policies and practices as
            it may deem necessary or proper.

        7.  Approve or disapprove annually, each defined group of non-audit
            services performed by the independent auditors, which
            consideration may occur before or after performance, giving due
            regard to the possible effect of such performance upon the
            independence of the independent auditors; and, if considered
            prior to such performance, shall include a limitation upon the
            magnitude of such services.

        Section 4 - A Compensation and Personnel Committee is hereby
   established.  Said Committee shall consist of at least three (3) Directors
   who are not and never have been officers, employees or legal counsel of
   the Company.  The Chairperson and the members of the Compensation and
   Personnel Committee shall be elected by a majority vote of the members of
   the Board of Directors at the Annual Board Meeting following the Annual
   Meeting of Shareowners, except that any vacancies on said Committee may be
   filled at any time by action of the Board of Directors.  The Committee
   shall have the following powers and responsibilities:

         1.      Review and recommend to the Board new employee benefit plans
                 or changes, i.e. pension, life, hospital, disability, etc.

         2.      Review major provisions of any negotiated union contract
                 prior to or during negotiations.

         3.      Review and approve any executive officer employment
                 contracts.

         4.      Review human resource development programs.

         5.      Review management development programs.

         6.      Review the internal equity and external competitiveness of
                 all executive, management and salary pay grades.

         7.      Review and authorize salary adjustments for all management
                 payroll, and non-executive officers' pay grades as a group. 
                 All salary ranges and performance for executive officers
                 shall be reviewed individually by the Committee.

         8.      Review as a group overall adjustments for all non-management
                 payroll salary grades.

         9.      Review personnel budgets.

        Said Committee shall meet at such times as it determines, but at
   least twice each year, and shall meet at the request of the Chief
   Executive Officer, President or any Committee member.  Such meeting may be
   held on a day separate from or the same as the regular monthly meeting of
   the Board of Directors.  Subsequent to each such Committee meeting, a
   report of the actions taken by such Committee shall be made to the Board
   of Directors.

        Section 5 - A Nominating Committee shall be established and shall
   consist of at least three (3) members, all of whom shall be outside
   members of the Board of Directors.  The Chairperson and the members of the
   Committee shall be elected by a majority vote of the members of the Board
   of Directors at the Annual Board Meeting following the Annual Meeting of
   Shareowners, except that any vacancies on said Committee may be filled at
   any time by action of the Board of Directors.  Said Committee shall meet
   at the call of any one of its members, but in no event shall it meet less
   than once a year for the express purpose of recommending nominees for
   election to the Board at the Annual Meeting of Shareowners.

        The function of this Committee shall be to recommend to the Board of
   Directors nominations for election to the Board of Directors and to review
   the appropriateness of continued membership on the Board of present Board
   members.  

        Section 6 - The Executive and other Committees shall keep regular
   minutes of their proceedings and report the same to the Board when
   required.

        Section 7 - A majority of the members of a committee shall constitute
   a quorum for the transaction of business at any meeting of a committee of
   the Board, but a fewer number may adjourn the meeting to some other day or
   sine die.  Each committee shall arrange for the keeping of its own
   minutes.

                                   ARTICLE VI

                                    Officers

        Section 1 - There shall be elected by the Board of Directors at its
   first regular meeting after the Annual Meeting of Shareowners in each
   year, a Chief Executive Officer, who may be designated either Chairperson
   of the Board or President or both.  The Board may elect a Chairperson of
   the Board who is not designated the Chief Executive Officer.  At the same
   meeting the Board shall elect the following principal Officers, namely,
   Vice Presidents with such designations as the Board of Directors at the
   time may decide upon, a Treasurer and a Secretary.  The Board may also
   elect a Controller or assign the duties of the Controller to another
   officer.  Any two of such offices, except those of President and Vice
   President, those of Chairperson of the Board and Vice President, may be
   held and the duties thereof may be performed by one person.  The Board of
   Directors in its discretion may also elect for any year one or more
   Assistant Secretaries, one or more Assistant Treasurers, one or more
   Assistant Controllers, and such other Officers as may from time to time be
   provided for by the Board of Directors.  All Officers unless sooner
   removed shall hold their respective offices until the first regular
   meeting of the Board of Directors after the next succeeding Annual Meeting
   of Shareowners and until their successors, willing to serve, shall have
   been elected, but any Officer may be removed from office at any time at
   the pleasure of the Board of Directors.  All Officers shall be bonded in
   such form, in such amounts, and with such sureties as determined by the
   Board of Directors.

        Section 2 - Subject to the control of the Board of Directors the
   Chief Executive Officer designated by the Board of Directors shall have
   and be responsible for the general management and direction of the
   business of the Company, shall establish the lines of authority and
   supervision of the Officers and employees of the Company, shall have the
   power to appoint and remove and discharge any and all agents and employees
   of the Company not elected or appointed directly by the Board of
   Directors, and shall assist the Board in the formulation of policies of
   the Company.  The Chairperson of the Board if Chief Executive Officer may
   delegate any part of his or her duties to the President, or to one or more
   of the Vice Presidents of the Company.

        Section 3 - The Chairperson of the Board if not designated as the
   Chief Executive Officer of the Company shall assist the Board in the
   formulation of policies and may make recommendations therefore. 
   Information as to the affairs of the Company in addition to that contained
   in the regular reports shall be furnished to him or her on request.  He or
   she may make suggestions and recommendations to the Chief Executive
   Officer regarding any matters relating to the affairs of the Company and
   shall be available for consultation and advice.

        Section 4 - The President when he or she is not designated as and
   does not have the powers of the Chief Executive Officer shall have such
   other powers and duties as usually devolve upon the President of a Company
   and such other and further powers and duties as may from time to time be
   prescribed by the Board of Directors or be delegated to him or her by the
   Chairperson of the Board.  In the absence or inability of the Chairperson
   of the Board to act as Chief Executive Officer the powers and duties of
   the Chief Executive Officer shall temporarily devolve upon the President.

        Section 5 - The Vice Presidents shall have such powers and duties as
   may be prescribed for him or her by the Board of Directors and by the
   Chief Executive Officer.

        Section 6 - The Secretary shall attend all meetings of the Board of
   Directors, shall keep a true and faithful record thereof in proper books
   to be provided for that purpose, and shall be responsible for the custody
   and care of the corporate seal, corporate records and minute books of the
   Company, and of all other books, documents and papers as in the practical
   business operation of the Company shall naturally belong in the office or
   custody of the Secretary, or shall be placed in his or her custody by the
   Chief Executive Officer or by the Board of Directors.  He or she shall
   also act as Secretary of all shareowners' meetings, and keep a record
   thereof.  He or she shall, except as may be otherwise required by statute
   or by these bylaws, sign, issue and publish all notices required for
   meetings of shareowners and of the Board of Directors.  He or she shall be
   responsible for the custody of the stock books of the Company and shall
   keep a suitable record of the addresses of shareowners.  He or she shall
   also be responsible for the collection, custody and disbursement of the
   funds received for dividend reinvestment.  He or she shall sign stock
   certificates, bonds and mortgages, and all other documents and papers to
   which his or her signature may be necessary or appropriate, shall affix
   the seal of the corporation to all instruments requiring the seal, and
   shall have such other powers and duties as are commonly incidental to the
   office of Secretary, or as may be prescribed for him or her by the Chief
   Executive Officer or by the Board of Directors.

        Section 7 - The Treasurer shall have charge of, and be responsible
   for, the collection, receipt, custody and disbursement of the funds of the
   Company, and shall deposit its funds in the name of the Company in such
   banks, trust companies, or safety vaults as the Board of Directors may
   direct, and shall keep a proper record of cash receipts and disbursements. 
   He or she may, in the absence of the Secretary and Assistant Secretaries
   sign stock certificates.  He or she shall be responsible for the custody
   of such books, receipted vouchers and other books and papers as in the
   practical business operation of the Company shall naturally belong in the
   office or custody of the Treasurer, or shall be placed in his or her
   custody by the Chief Executive Officer, or by the Board of Directors.  He
   or she shall sign checks, drafts, and other paper providing for the
   payment of money by the Company for operating purposes in the usual course
   of business, and shall have such other powers and duties as are commonly
   incidental to the office of Treasurer, or as may be prescribed for him or
   her by the Chief Executive Officer or by the Board of Directors.

        Section 8 - The Controller shall be the principal accounting Officer
   of the Company.  He or she shall have general supervision over the books
   of accounts of the Company.  He or she shall examine the accounts of all
   Officers and employees from time to time and as often as practicable, and
   shall see that proper returns are made of all receipts from all sources. 
   All bills, properly made in detail and certified, shall be submitted to
   him or her, and he or she shall audit and approve the same if found
   satisfactory and correct, but he or she shall not approve any voucher
   unless charges covered by the voucher have been previously approved
   through work orders, requisition or otherwise by the head of the
   department in which it originated, or unless he or she shall be otherwise
   satisfied of its propriety and correctness.  He or she shall have full
   access to all minutes, contracts, correspondence and other papers and
   records of the Company relating to its business matters, and shall be
   responsible for the custody of such books and documents as shall naturally
   belong in the custody of the Controller and as shall be placed in his or
   her custody by the Chief Executive Officer or by the Board of Directors. 
   The Controller shall have such other powers and duties as are commonly
   incidental to the office of Controller, or as may be prescribed for him or
   her by the Chief Executive Officer or by the Board of Directors.

        Section 9 - The Assistant Secretaries, Assistant Treasurers and
   Assistant Controllers shall respectively assist the Secretary, Treasurer
   and Controller of the Company in the performance of the respective duties
   assigned to such principal Officer, and in assisting his or her principal
   Officer each assistant Officer shall to that extent and for such purpose
   have the same powers as his or her principal Officer.  The powers and
   duties of any such principal Officer shall temporarily devolve upon an
   assistant Officer in case of the absence, disability, death, resignation
   or removal from office of such principal Officer.

        Section 10 - In the event of the untimely death or absence or
   inability to act of the Chief Executive Officer, his or her powers and
   duties shall devolve temporarily in the following manner:  first, any
   former Chief Executive Officer who is a member of the board, next, to the
   Board member with the longest tenure on the Board.  Within sixty (60)
   days, the temporary Chief Executive Officer shall notify the outside
   members of the Board of the absence or inability to act of the Chief
   Executive Officer and shall convene a meeting of the outside members of
   the Board, who shall act as a Committee.  The Committee shall determine
   and evaluate all the facts pertinent to the Chief Executive Officer's
   absence or inability to act, and then make such recommendations to the
   Board of Directors as it deems appropriate under the circumstances.  The
   Board of Directors shall meet and act upon said recommendations within
   thirty (30) days following the determinations of said Committee.


                                   ARTICLE VII

                                 Cash Management

        Section 1 - Deposits - The funds of the Company shall be deposited to
   its credit in such banks or trust companies ("depositories") as the
   Treasurer shall designate or in the manner provided in Paragraph 5 of
   Section 2 of this Article.  All deposits in any depository shall be made
   initially to the general account of the Company and not to any special
   account, fund or deposit.  All special accounts, funds or deposits shall
   be created and maintained solely by transfers of funds from the general
   account.

        Section 2 - Withdrawals and Check Signing -

        1.  Funds shall be withdrawn only by Company check or draft except: 
            (a) to effect transfers of funds between Company accounts
            maintained at one or more depositories, (b) as provided in
            paragraph 5 of this Section 2 and Section 3 of this Article, or
            (c) as provided by resolution of the Board of Directors.

        2.  No debts shall be contracted except for current expenses unless
            authorized by the Board of Directors or the Executive Committee,
            and no invoices shall be paid by the Treasurer unless audited and
            approved by the Controller or by a person or committee
            specifically authorized by the Board of Directors or the
            Executive Committee to audit and approve invoices for payment.

        3.  Checks, drafts and notes drawn on any account or deposit of the
            Company shall be valid instruments when signed on behalf of the
            Company by the President or the Treasurer.  Instruments may be
            signed by the facsimile signature of the President or the
            Treasurer.

        4.  For the purposes of this Section, a facsimile signature of any
            Officer of the Company shall mean a stamp or perforation of that
            Officer's signature.  Each depository is authorized to honor
            instruments signed in this manner provided the facsimile
            resembles a specimen on file which has been certified by the
            Secretary or other duly authorized Officer of the Company.

        5.  In addition to the provisions of Section 1 of this Article VII
            the Treasurer of the Company is authorized to establish petty
            cash funds, on an imprest basis.  Each such account shall be
            designated as a "Cashier's Trust Account" and shall be separately
            maintained and accounted for by the cashier or other employee
            assigned such responsibility by the Treasurer.

            (a)  Checks drawn on a Cashier's Trust Account may be signed and
                 countersigned on behalf of the Company by such employees as
                 the Treasurer or President may from time to time authorize
                 and designate; provided, however, that no such check shall
                 be signed and countersigned by the same person.

            (b)  No payment out of petty cash funds, whether by cash or
                 check, shall exceed $2,500.

        6.  Checks drawn on special accounts which the Company creates or
            maintains for the payment of dividends may be signed by the
            manual or facsimile signature of its Chief Executive Officer or
            President and shall not require any countersignature.

        7.  All bonds and notes issued under an indenture or mortgage shall
            be executed on behalf of the Company by the manual or facsimile
            signature of its Chief Executive Officer, President or the
            Treasurer and its Secretary unless otherwise provided by
            resolution of the Board of Directors.

        Section 3 - Special Withdrawals - The President or Treasurer of the
   Company, or any person authorized in writing by any of the foregoing
   Officers, is authorized to direct any depository:

        (a)      to charge amounts directly to the account of the Company
                 without the issuance of a check or draft of the Company, for
                 the purpose of paying principal of and interest on bonds and
                 notes issued by the Company, and

        (b)      to accept and process data submitted via electronic means or
                 by wire transfer for purposes of receipt or disbursement of
                 funds;

   provided that such direction is in writing and describes the type of such
   transactions permitted to be made by such depository.


                                  ARTICLE VIII

                                  Miscellaneous

        Section 1 - All dividends shall be declared by a vote of the Board of
   Directors.

        Section 2 - The fiscal year of the Company shall close at the end of
   December of each calendar year.

        Section 3 - All or any shares of stock of any corporation owned by
   this Company may be voted at any meeting of the shareowners of such
   corporation by the Chief Executive Officer of this Company or such other
   person as may be designated by the Board of Directors for that purpose,
   upon any question that may be presented at such meeting, and the Chief
   Executive Officer or such other person may, on behalf of the Company,
   waive any notice of the calling of such meeting required by any statute or
   by-law and consent to the holding of any such meeting without notice.  The
   Chief Executive Officer or such other person as may be designated by the
   Board of Directors to vote stock owned by this Company shall have
   authority to give to any person a written proxy, in the name of this
   Company and under its corporate seal, to vote at any meeting of the
   shareowners of any corporation all or any shares of stock of such
   corporation owned by this Company, upon any question that may be presented
   at such meeting, with full power to waive any notice of the calling of
   such meeting required by any statute or by-law and to consent to the
   holding of any such meeting without notice.


                                   ARTICLE IX

                     Amendment or Repeal of Bylaws

        These bylaws may be altered, amended or repealed by the Board of
   Directors at any regular or special meeting of the Board, or at any Annual
   Meeting or Special Meeting of Shareowners by the affirmative vote of
   owners of shares of outstanding voting stock of the Company having in the
   aggregate a number of votes at least equal to a majority of the aggregate
   number of votes possessed by all such owners (provided it shall have been
   stated in the notice calling any such Special Meeting of Shareowners that
   it is proposed at such meeting to alter, amend or rescind the bylaws), or
   in such other manner as may be provided by law or in the Restated Articles
   of Organization.


                                    ARTICLE X

                        Indemnification and Liability of
                        Corporate Directors and Officers

        Section 1 - Definitions Applicable to Article X - In this Article X:

        1.  "Corporation" means WPL Holdings, Inc.

        2.  "Director or Officer" means any of the following:

            a.  A natural person who is or was a Director or Officer of the
                Corporation.

            b.  A natural person who, while a Director or Officer of the
                Corporation, is or was serving at the Corporation's request
                as a Director, Officer, partner, trustee, member of any
                governing or decision-making committee, employee or agent of
                another corporation or foreign corporation, partnership,
                joint venture, trust or other enterprise.

            c.  A natural person who, while a Director or Officer of the
                Corporation, is or was serving an employee benefit plan
                because his or her duties to the Corporation also impose
                duties on, or otherwise involve services by, the person to
                the plan or to participants in or beneficiaries of the plan.

            d.  Unless the context requires otherwise, the estate or personal
                representative of a Director or Officer.

        3.  "Expenses" include fees, costs, charges, disbursements, attorney
            fees and any other expenses incurred in connection with a
            proceeding.

        4.  "Liability" includes the obligation to pay a judgment,
            settlement, penalty, assessment, forfeiture or fine, including an
            excise tax assessed with respect to an employee benefit plan, and
            reasonable expenses.

        5.  "Party" includes a natural person who was or is, or who is
            threatened to be made, a named defendant or respondent in a
            proceeding.

        6.  "Proceeding" means any threatened, pending or completed civil,
            criminal, administrative or investigative action, suit,
            arbitration or other proceeding, whether formal or informal,
            which involves foreign, federal, state or local law and which is
            brought by or in the right of the Corporation or by any other
            person.

        Section 2 - Mandatory Indemnification -

        1.  The Corporation shall indemnify a Director or Officer, to the
            extent he or she has been successful on the merits or otherwise
            in the defense of a proceeding, for all reasonable expenses
            incurred in the proceeding if the Director or Officer was a party
            because he or she is a Director or Officer of the Corporation.

        2.  a.  In cases not included under sub. 1., the Corporation shall
            indemnify a Director or Officer against liability incurred by the
            Director or Officer in a proceeding to which the Director or
            Officer was a party because he or she is a Director or Officer of
            the Corporation, unless liability was incurred because the
            Director or Officer breached or failed to perform a duty he or
            she owes to the Corporation and the breach or failure to perform
            constitutes any of the following:

                1) A willful failure to deal fairly with the Corporation or
                   its shareholders in connection with a matter in which the
                   Director or Officer has a material conflict of interest.

                2) A violation of criminal law, unless the Director or
                   Officer had reasonable cause to believe his or her
                   conduct was lawful or no reasonable cause to believe his
                   or her conduct was unlawful.

                3) A transaction from which the Director or Officer derived
                   an improper personal profit.

                4) Willful misconduct.

            b.  Determination of whether indemnification is required under
                this subsection shall be made under Section 3.

            c.  The termination of a proceeding by judgment, order,
                settlement or conviction, or upon a plea of no contest or an
                equivalent plea, does not, by itself, create a presumption
                that indemnification of the Director or Officer is not
                required under this subsection.

        3.  A Director or Officer who seeks indemnification under this
            section shall make a written request to the Corporation.

        4.  a.  Indemnification under this Article X is not required to the
                extent limited by the articles of incorporation under
                Section 180.048, Wis. Stats.

            b.  Indemnification under this Article X is not required if the
                Director or Officer has previously received indemnification

                or allowance of expenses from any person, including the
                Corporation, in connection with the same proceeding.

        Section 3 - Determination of Right to Indemnification - Unless
   otherwise provided by the articles of incorporation or bylaws or by
   written agreement between the Director or Officer and the Corporation, the
   Director or Officer seeks indemnification under Section 2, 2. shall select
   one of the following means for determining his or her right to
   indemnification:

        1.  By a majority vote of a quorum of the Board of Directors
            consisting of Directors not at the time parties to the same or
            related proceedings.  If a quorum of disinterested Directors
            cannot be obtained, by majority vote of a committee duly
            appointed by the Board of Directors and consisting solely of 2 or
            more Directors not at the time parties to the same or related
            proceedings.  Directors who are parties to the same or related
            proceedings may participate in the designation of members of the
            committee.

        2.  By independent legal counsel selected by a quorum of the Board of
            Directors or its committee in the manner prescribed in 1., above,
            if unable to obtain such a quorum or committee, by a majority
            vote of the full Board of Directors, including Directors who are
            parties to the same or related proceedings.

        3.  By a panel of three arbitrators consisting of one arbitrator
            selected by those Directors entitled under 2., above, to select
            independent legal counsel, one arbitrator selected by the
            Director or Officer seeking indemnification and one arbitrator
            selected by the two arbitrators previously selected.

        4.  By an affirmative vote of shares as provided in Section 180.28,
            Wis. Stats., shares owned by, or voted under the control of,
            persons who are at the time parties to the same or related
            proceedings, whether as plaintiffs or defendants or in any other
            capacity, may not be voted in making the determination.

        5.  By a court under Section 180.051, Wis. Stats., as created by 1987
            Wisconsin Act 13.

        6.  By any other method provided for in any additional right to
            indemnification permitted under Section 5, below.
    

        Section 4 - Allowance of Expenses as Incurred - Upon written request
   by a Director or Officer who is a party to a proceeding, the Corporation
   may pay or reimburse his or her reasonable expenses as incurred if the
   Director or Officer provides the Corporation with all of the following:

        1.  A written affirmation of his or her good faith belief that he or
            she has not breached or failed to perform his or her duties to
            the Corporation.

        2.  A written undertaking, executed personally or on his or her
            behalf, to repay the allowance and/if required by the
            Corporation, to pay reasonable interest on the allowance to the
            extent that it is ultimately determined under Section 3, above,
            that indemnification under Section 2, above, is not required and
            that indemnification is not ordered by a court.  The undertaking
            under this subsection shall be an unlimited general obligation of
            the Director or Officer and may be accepted without reference to
            his or her ability to repay the allowance.  The undertaking may
            be secured or unsecured.

        Section 5 - Additional Rights to Indemnification and Allowance of
   Expenses  

        1.  Except as provided in 2. below, Sections 2 and 4 above, do not
            preclude any additional right to indemnification or allowance of
            expenses that a Director or Officer may have under any of the
            following:

            a.  The articles of incorporation or bylaws.

            b.  A written agreement between the Director or Officer and the
                Corporation.

            c.  A resolution of the Board of Directors.

            d.  A resolution, after notice, adopted by a majority vote of all
                the Corporation's voting shares then issued and outstanding.

        2.  Regardless of the existence of an additional right under
            subsection 1., above, the Corporation may not indemnify a
            Director or Officer, or permit a Director or Officer to retain
            any allowance of expenses unless it is determined by or on behalf
            of the Corporation that the Director or Officer did not breach or
            fail to perform a duty he or she owes to the Corporation which
            constitutes conduct under Section 2, 2. a. 1), 2), 3) or 4).  A
            Director or Officer who is a party to the same or related
            proceeding for which indemnification or an allowance of expenses
            is sought may not participate in a determination under this
            subsection.

        3.  No provision of this Article X shall affect the Corporation's
            power to pay or reimburse expenses incurred by a Director or
            Officer in any of the following circumstances:

            a.  As a witness in a proceeding to which he or she is not a
   party.

            b.  As a plaintiff or petitioner in a proceeding because he or
                she is or was an employee, agent, Director or Officer of the
                Corporation.

        Section 6 - Insurance - The Corporation may purchase and maintain
   insurance on behalf of an individual who is an employee, agent, Director
   or Officer of the Corporation against liability asserted against or
   incurred by the individual in his or her capacity as an employee, agent,
   Director or Officer or arising from his or her status as an employee,
   agent, Director or Officer, regardless of whether the Corporation is
   required or authorized to indemnify or allow expenses to the individual
   against the same liability under Sections 2, 3, 4 or 5 of this Article X.

        Section 7 - Indemnification and Insurance Against Securities Law 
   Claims - Sections 1 through 6, inclusive, apply to the extent applicable
   to any other proceeding, to any proceeding involving a federal or state
   statute, rule or regulation regulating the offer, sale or purchase of
   securities, securities brokers or dealers, or investment companies or
   investment advisers.


        Section 8 - Reliance by Directors or Officers -

        1.  Unless the Director or Officer has knowledge that makes reliance
            unwarranted, a Director or Officer, in discharging his or her
            duties to the Corporation, may rely on information, opinions,
            reports or statements, any of which may be written or oral,
            formal or informal, including financial statements and other
            financial data, if prepared or presented by any of the following:

            a.  An Officer or employee of the Corporation whom the Director
                or Officer believes in good faith to be reliable and
                competent in the matters presented.

            b.  Legal counsel, public accountants or other persons as to
                matters the Director or Officer believes in good faith are
                within the person's professional or expert competence.

            c.  In the case of reliance by a Director, a committee of the
                Board of Directors of which the Director is not a member if
                the Director believes in good faith that the committee merits
                confidence.

         2.     This section does not apply to a Director's reliance under
                Section 180.40(3), Wis. Stats., as in effect on the date of
                adoption hereof.


        Section 9 - Consideration of Interests in Addition to Shareholders'
   Interests - In discharging his or her duties to the Corporation and in
   determining what he or she believes to be in the best interests of the
   Corporation, a Director or Officer may, in addition to considering the
   effects of any action on shareholders, consider the following:

        1.  The effects of the action on employees, suppliers and customers
            of the Corporation.

        2.  The effects of the action on communities in which the Corporation
            operates.

        3.  Any other factors the Director or Officer considers pertinent.





                               WPL HOLDINGS, INC.

                        WISCONSIN POWER AND LIGHT COMPANY

                        HEARTLAND DEVELOPMENT CORPORATION




                    DEFERRED COMPENSATION PLAN FOR DIRECTORS



                              Adopted June 27, 1990


                            Amended January 17, 1995

   <PAGE>
                               WPL HOLDINGS, INC.
                        WISCONSIN POWER AND LIGHT COMPANY
                        HEARTLAND DEVELOPMENT CORPORATION

                    DEFERRED COMPENSATION PLAN FOR DIRECTORS

   Section I - Definitions

   The following definitions shall be applicable throughout the Deferred
   Compensation Plan:

   1.1   "Company" shall mean either WPL Holdings, Inc., Wisconsin Power and
         Light Company, or Heartland Development Corporation.

   1.2   "Board" shall mean the Board of Directors of the Company.

   1.3   "Director Fees" shall mean any fees received during the Plan Year
         for services rendered as a Director.

   1.4   "Effective Date" shall mean June 27, 1990.

   1.5   "Participant" shall mean any Director designated as eligible under
         Section 3.1 who has elected, under the terms and conditions of the
         Plan, to defer payments of all or allowable portions of Director

         Fees.

   1.6   "Participant Account" shall mean the participant's account
         established pursuant to Section 4.1.

   1.7   "Compensation and Personnel Committee" shall mean the Compensation
         and Personnel Committee, or its equivalent, of the Board or its
         designated appointee.

   1.8   "Personal Representative" shall mean the person or persons who upon
         the death, disability or incompetency of a Participant shall have
         acquired, by will, by laws of decent and distribution or by other
         legal proceedings, the right to the Participant's Account.

   1.9   "Plan" shall mean this Deferred Compensation Plan.

   1.10  "Plan Year" shall be the calendar year.

   1.11  "Unforeseeable Emergency" means an unanticipated emergency that is
         caused by an event beyond the control of the Participant or
         beneficiary.

   Section II - General

   2.1   The purpose of this Deferred Compensation Plan is to provide
         flexibility to members of the Company's Board of Directors, who are
         not employees of the Company, in their receipt of Director Fees.


   Section III - Eligibility and Selection of Participants

   3.1   Participation in the Plan shall be limited to members of the Board
         of Directors, except those Directors who are employees of the
         Company.


   Section IV - Election to Defer

   4.1   An eligible Director may elect, under the terms and conditions of
         the Plan, to defer all or an allowable portion specified under
         Section 5.2 of Director Fees.  Such election shall be made by
         written notice in the manner specified by the Compensation and
         Personnel Committee and shall be irrevocable when made except as
         provided in Section 12.1.

   4.2   Election to defer Director Fees shall be made prior to the first day
         of each Plan Year.

   4.3   In the first year in which a Participant becomes eligible to
         participate in the Plan, the newly eligible Participant shall make
         an election to defer compensation for services to be performed
         subsequent to the election within 30 days after the date the
         Participant becomes eligible.


   Section V - Deferral Amount Selection

   5.1   Participants of the Plan may elect to defer a percentage amount (if
         any) of Director Fees.

   5.2   If deferral is elected, any percentage deferral from 1% to 100%
         shall be permitted.


   Section VI - Intentionally Left Blank


   Section VII - Manner and Timing of Distribution

   7.1   Plan Participants may choose to receive payment of deferred amounts
         and investment earnings by one of the alternative methods stated
         hereunder:

         (a)   (i)  one lump sum payment in any year between the current year
                    and the anticipated year of conclusion of membership on
                    the Board as specified by the Participant.


              (ii)  annual installments (not to exceed 10), the first of
                    which shall be paid commencing in the year so specified
                    by the Participant.

         (b)  Upon the anticipated conclusion of membership on the Board (or
              one tax year thereafter) in either:

               (i)  one lump sum payment in the year so specified by the
                    Participant.

              (ii)  annual installments (not to exceed 10), the first of
                    which shall be paid commencing in the year so specified
                    by the Participant.

   7.2   Plan Participants electing to receive payments of deferred amounts
         and investment earnings in the manner specified in
         paragraph 7.1(a)(i) and (ii) will receive the lump sum payment or
         installment payment on the fourth Friday in January in the calendar
         year so designated by the Participant.

   7.3   Plan participants electing to receive payments of deferred amounts
         and investment earnings in the manner specified in paragraph 7.1(b)
         (i) and (ii) will receive payments as follows:

         (a)  One lump sum payment shall be paid either the fourth Friday
              following the date of conclusion of membership on the Board or
              on the fourth Friday of January following the year of
              conclusion of membership on the Board as specified by the
              Participant.

         (b)  Annual installments, the first of which shall be paid either on
              the fourth Friday following the date of conclusion of
              membership on the Board or the fourth Friday of January
              following the year of conclusion of membership on the Board as
              specified by the Participant.  Installment payments for
              subsequent years will be made on the fourth Friday in  January
              until all such installments have been paid.

   7.4   Notwithstanding the provisions outlined in 7.1 - 7.3 above,
         Participants who die or are involuntarily terminated as a member of
         the Board shall receive a distribution equal to the value of their
         account in a lump sum payment.  Such distributions shall be made on
         the fourth Friday of the month following the month in which the
         Participant ceases to be a member of the Board.


   Section VIII - Interest Credit to Participant Accounts

   8.1   All deferred amounts credited to a Participant's Account shall be
         credited interest on December 31 at a rate equivalent to the
         A-Utility Bond yield (as reported in the Federal Reserve statistical
         release H.15) using the average of the rates reported for the last
         Friday of each month for the preceding  twelve (12) calendar months. 
         Interest shall continue to be credited and compounded in this manner
         until the final payment shall have been made from the Participant's
         Account.

         Partial year interest accruals for Participants who because of
         financial hardship, termination or death during the Plan Year will
         also be computed at a rate equivalent to the A-Utility Bond yield
         (in the manner prescribed above) using the average rates from the
         January 1 preceding the Participant's termination date through the
         fourth Friday of the month preceding the Participant's termination
         date.  Interest payments will apply to amounts deferred up to the
         date the plan distribution is made.

   8.2   The interest credit rate determined in Section 8.1 will be applied
         to the average Participant Account balance for that period.


   Section IX - Rights of Participants and Forfeiture

   9.1   Nothing contained in the Plan shall

         (a)  confer upon any Director the right to continue on the Board of
              Directors, or

         (b)  require the Company to pay any Director Fees, except as
              provided for herein, or

         (c)  confer upon any Director or other person any claim or right to
              any distribution under the Plan except in accordance with its
              terms.


   9.2   No right or interest of any Participant in the Plan shall, prior to
         actual payment or distribution to such Participant, be assignable or
         transferable in whole or in part, either voluntarily or by operation
         of law or otherwise, or be subject to payment of debts of any
         Participant by execution, levy, garnishment, attachment, pledge,
         bankruptcy of in any other manner.

   9.3   If a Participant has elected to defer pursuant to Section 4.1 and
         his or her services as a member of the Board are terminated
         voluntarily or involuntarily, the Participant shall retain all
         rights to the undistributed amounts credited to his or her
         Participant Account.

   9.4   The deferral amount and investment earnings of the plan is and shall
         remain at all times subject to the claims of the general creditors
         of the Company.   As such, the Plan Participants have the status of
         general unsecured creditors of the Company and this Plan constitutes
         a mere promise by the Company to make benefit payments to
         Participants in the future.

   9.5   It is the intention of all parties involved that the arrangements be
         unfunded for tax purposes and for purposes of title I of ERISA.


   Section X - Death of Participant

   10.1  Should a Participant die, the amount of such Participant's Account
         shall be distributed to the Participant's Personal Representative. 
         Such distributions shall be made in a lump sum pursuant to
         Sections 7.4, 8.1 and 8.2.


   Section XI - Distribution in the Event of Financial Hardship

   11.1  The Compensation and Personnel Committee may allow a partial or
         total distribution of amounts in a Participant's Account upon the
         Participant's request and a demonstration by the Participant of
         financial hardship as a result of an Unforeseeable Emergency.  The
         amount of any such distribution shall be limited to the amount
         deemed necessary by the Compensation and Personnel  Committee to
         alleviate or remedy the Participant's hardship.  Such distributions
         shall be made in a lump sum pursuant to Sections 8.1 and 8.2 on the
         fourth Friday of the month following the month of committee
         approval.


   Section XII - Stopping Deferral

   12.1  The Compensation and Personnel Committee may allow a Participant to
         cease deferrals during the plan year on the Board meeting date
         following the committee approval in response to an Unforeseeable
         Emergency.


   Section XIII - Distribution in the Event of Significant Change in Tax Law

   13.1  Under the terms of the Deferred Compensation Plan for Directors, the
         Compensation and Personnel Committee may allow payments to a
         Participant before any payments would otherwise be due if the
         Compensation  and Personnel Committee determines, based on changes
         in the Federal tax or revenue laws, a published ruling or similar
         announcement issued by the Internal Revenue Service, a regulation
         issued by the Secretary of the Treasury, a decision by a court of
         competent jurisdiction involving a Participant or a beneficiary, or
         a closing agreement made under section 7121 of the Internal Revenue
         Code which has been approved by the Internal Revenue Service and
         involves a Participant, that a Participant has or will recognize
         income for Federal income tax purposes with respect to amounts that
         are or will be payable under the Plan before such amounts are to be
         paid.


   Section XIV - Administration

   14.1  The Compensation and  Personnel Committee may from time to time
         amend, suspend, terminate or reinstate any or all of the provisions
         of the Plan as may seem necessary or advisable for the
         administration of the Plan.

   14.2  The Compensation and Personnel Committee shall, subject to express
         provisions of the Plan, have power to construe the Plan, to
         prescribe rules and regulations relating to the Plan and to make all
         other determinations necessary or advisable for the administration
         of the Plan.  The Compensation and Personnel Committee may correct
         any defect or supply any omission or reconcile any inconsistency in
         the Plan in the manner and to the extent it shall deem expedient to
         carry it into effect.

   14.3  Manner of Election - The Compensation and Personnel Committee shall
         ensure that all individuals entitled to make the election to defer
         are provided an election form at least thirty (30) days before such
         election must be made in accordance with Section 4.1 and received in
         writing in order to be effective.  This election form shall include
         the following items, which must be completed in full in order to be
         effective:

         (a)  The amount to be deferred, expressed as a percentage of
              Director Fees to become payable during the calendar year in
              question;

         (b)  The number of installments for the payment of the deferred
              compensation; and

         (c)  The date of the first installment payment.

   14.4  All expenses and costs incurred in connection with the
         administration and operation of the Plan shall be borne by the
         Company.


   Section XV - Funding

   15.1  Benefits under this Plan shall be paid from the general assets of
         the Company.  This Plan shall be administered as an unfunded plan
         which is not intended to meet the qualification requirements of
         Section 401 of the Internal Revenue Code.

   <PAGE>
                               WPL HOLDINGS, INC.
                    DEFERRED COMPENSATION PLAN FOR DIRECTORS
                              ELECTION OF DEFERMENT

   In accordance with the provisions of the Deferred Compensation Plan, I
   hereby elect to defer Director Fees earned by me for my services from
   January 1, 19__ to December 31, 19__ as follows:

   AMOUNT OF DEFERRAL

   Amount of Deferral:   _________________% (Percentage of Director Fees)

   PAYMENT OPTIONS (Specify One)

   (a)   Payment in _____ (any year subsequent to the current year) according
         to:

         (i)  lump sum payment
         (ii) ____ annual installments (not to exceed 10)

   (b)   Upon the anticipated conclusion of my membership on the Board of
         Directors (or one tax year thereafter) according to:

         (i)  lump sum payment in the year of anticipated conclusion of my
              membership on the Board of Directors _____, or one tax year
              thereafter_____ (check one).

         (ii) ______ annual installments (not to exceed 10) the first of
              which shall be paid commencing in the year of anticipated
              conclusion of my membership on the Board of Directors ____, or
              one tax year thereafter _____ (check one).

   I hereby agree to be bound by the terms of the Plan, including any
   amendment thereof, and recognize that the foregoing election is
   irrevocable and may not be altered by me.

                           ___________________________________
                              Signature of Director      Date


                           Received on behalf of WPL Holdings, Inc.

                           By: _________________________________

                           Date: ______________________

   Return to Corporate Secretary by December 31.




                           RESTRICTED STOCK AGREEMENT


             THIS AGREEMENT made as of the 21st day of December, 1994, by and
   between Heartland Development Corporation, a Wisconsin corporation (the
   "Company"), Erroll B. Davis, Jr. (the "Shareholder"), and the spouse of
   the Shareholder, and WPL Holdings, Inc., a Wisconsin corporation
   ("Holdings").

                                   WITNESSETH:

             WHEREAS, the Shareholder serves as President of Holdings with
   supervisory responsibility for the Company and serves as Chairman of the
   Company;

             WHEREAS, to promote continuity of management and retain the
   services of the Shareholder and enhance the interest of the Shareholder in
   the success of the Company, Holdings believes it is in its and its
   shareholders' best interests to grant an equity interest in the Company to
   the Shareholder and to provide the Shareholder with rights to exchange
   shares of the Company for shares of Common Stock, $.01 par value
   ("Holdings Common Stock") of Holdings, which exchange is intended by
   Holdings and the Shareholder to qualify as a reorganization under the
   Internal Revenue Code Section 368(a)(1)(B);

             WHEREAS, Holdings, the Company and the Shareholder believe it to
   be in the best interests of the parties hereto to assure the continuity of
   ownership of the shares of Common Stock, no par value per share, of the
   Company ("Stock") to be granted to the Shareholder pursuant to this
   Agreement by providing for, among other things, certain restrictions on
   the transfer of such Stock;

             WHEREAS, the Wisconsin Marital Property Law, Wisconsin Statutes
   Chapter 766, effective January 1, 1986, may have the effect of vesting in
   the Shareholder's spouse (the "Spouse") an interest in the Stock to be
   owned by the Shareholder, which interest may take the form of an interest
   in marital property or deferred marital property under such law; and

             WHEREAS, the Shareholder desires to provide for the disposition
   of any interest that the Shareholder's Spouse may obtain in the
   Shareholder's Stock by reason of the Wisconsin Marital Property Law.

             NOW, THEREFORE, in consideration of the mutual covenants and
   agreements contained herein, the parties hereto mutually agree and
   covenant as follows:

             1.   Definitions.  For purposes of this Agreement, the following
   terms have the meanings set forth below:

             "Cause" means any one or more of the following: (i) theft,
   dishonesty, fraudulent misconduct, gross dereliction of duty or other
   grave misconduct on the part of the Shareholder which is substantially
   injurious to Holdings or the Company or (ii) repeated and demonstrated
   failure to perform material duties in a competent and efficient manner.

             "Disability" means the Shareholder becomes physically or
   mentally disabled so as to become unable, for a period of more than six
   (6) consecutive months, to perform his duties hereunder on substantially a
   full-time basis.

             "Divorce" is defined in Section 9(A).

             "Net Book Value Per Share" means the value of the Company's
   consolidated tangible assets minus all of its consolidated liabilities as
   reflected on the Company's financial statements for the year end
   immediately preceding the date in question, divided by the number of
   shares of Stock outstanding as of the date of such financial statements,
   plus any additional shares of Stock that have vested in the Shareholder
   pursuant to this Agreement subsequent to the date of such financial
   statements (with such share numbers appropriately adjusted for any stock
   splits); provided, however, that no value shall be given to goodwill,
   going concern value, trademarks, copyrights, licenses, trade names,
   patents or other intangible assets of the Company.  Net Book Value Per
   Share shall be determined in accordance with generally accepted accounting
   principles consistently applied.  If the Company has obtained audited
   financial statements for such fiscal year, such audited financial
   statements shall be conclusively used in such calculation.

             "Pledge" is defined in Section 6(A).

             "Public Offering" means an underwritten offering to the public,
   or distribution to the shareholders of Holdings, of equity securities
   which results in at least 20% of the total value of the Company's equity
   securities being held by 500 or more shareholders other than Holdings.

             "Purchaser."  The Company shall at all times have the right (but
   not the obligation) to arrange for the purchase by one or more Purchasers
   in the Company's stead of all or part of any Stock that the Company has
   the right or obligation to purchase pursuant to any Section of this
   Agreement.  The term "Purchaser" shall mean an individual or entity
   designated by the Company to purchase Stock in lieu of the Company, as
   provided by the preceding sentence, in such amounts and on such terms and
   conditions as the Company shall determine. Such designation of a Purchaser
   or Purchasers and such determination of amounts, terms and conditions
   shall be made by the Company's Board of Directors.  Each Purchaser shall
   pay its pro rata share of the aggregate purchase price as set forth in the
   appropriate Section of this Agreement for any Stock purchased by such
   Purchaser.

             "Sale Notice" is defined in Section 10(A).

             "Sale of the Company" means (i) the transfer for value of more
   than 50% of the shares of Stock owned by the existing shareholders in the
   aggregate, or of voting trust certificates representing such shares, to a
   purchaser or purchasers, other than one or more of the existing
   shareholders, in a transaction or series of transactions in any one (1)
   year period; or (ii) the merger or consolidation of the Company so that
   upon completion of such transaction the existing shareholders own less
   than 50% of the outstanding Stock of the successor; or (iii) the sale of
   substantially all of the Company's assets to one or more third parties for
   value in one transaction or a series of related transactions. "Sale of the
   Company" shall not include a Public Offering, a pledge of Stock by the
   Company's majority shareholder or a transfer of such Stock by the
   Company's majority shareholder to its primary lenders.

             "Transfer" is defined in Section 4(A).

             "Transferee" is defined in Section 9(D).

             "Transfer Notice" is defined in Section 5(A).

             "Valuation Formula Price" means a price as of the most recent
   Fiscal Year as determined by an independent appraiser selected by the
   Compensation Committee of the Board of Directors of Holdings and the
   Shareholder, provided however, if Holdings and the Shareholder cannot
   agree on an appraiser each of Holdings and the Shareholder shall select an
   appraiser and each of such appraisers so selected shall select a third
   appraiser.  The Valuation Formula Price shall be the average of the fair
   market values determined by such three appraisers.

             2.   Grant of Stock.  In consideration of the continued
   employment of the Shareholder by Holdings and the Company, the Company
   grants to the Shareholder 1.67 shares of Stock upon the terms and
   conditions set forth herein.

             3.   Vesting.  As long as the Shareholder is still serving the
   Company as its Chairman, the Stock granted to the Shareholder pursuant to
   Section 2 hereof shall vest in the Shareholder as follows: (i) .4175
   shares of Stock on December 21, 1994; (ii) .4175 shares of Stock on March
   31, 1995; (iii) .4175 shares of Stock on March 31, 1996; and (iv) .4175
   shares of Stock on March 31, 1997.  Notwithstanding the vesting schedule
   above, (A) all shares of Stock granted to the Shareholder pursuant to
   Section 2 hereof shall vest in the Shareholder if there is a Sale of or
   public offering by the Company and (B) in the event of the Executive's
   death or Disability prior to March 31, 1997, a pro rata portion (based on
   the number of days elapsed from the immediately preceding March 31 to the
   date of death or Disability) of the Stock that would have vested on the
   next succeeding March 31 shall vest as of the date of death or Disability.

             4.  Restrictions on Transferability.

             (A)  Except as hereinafter provided, the Shareholder may not
   sell, pledge, encumber, transfer by or pursuant to a gift or bequest or
   otherwise transfer or dispose of, and will not permit to be sold,
   encumbered, attached, or otherwise disposed of or transferred in any
   manner, either voluntarily or by operation of law (collectively referred
   to as "Transfer"), all or any portion of the Stock granted to the
   Shareholder pursuant to this Agreement, or any Stock at any time hereafter
   acquired by the Shareholder in respect of such Stock, except in accordance
   with and subject to the terms of this Agreement.

             (B)  For purposes of this Agreement, all references to Stock
   owned or held by the Shareholder shall include, without limitation, all
   interests in Stock now owned or hereafter acquired by the Spouse as
   marital property or pursuant to the Spouse's elective rights to deferred
   marital property or to an augmented marital property estate.  The creation
   of an interest in the Stock in the Spouse by operation of marital property
   laws during the Shareholder's lifetime shall not be deemed to be a
   Transfer of such Stock or any portion thereof for purposes of this
   Agreement so long as (i) the Stock in which such interest is created
   continues to be registered solely in the name of the Shareholder and (ii)
   the Shareholder maintains full management and control rights with respect
   to such Stock; provided, however, that if either of the foregoing
   conditions shall cease to be satisfied, then the Shareholder and the
   Company shall have the option to purchase the Spouse's interest in the
   Stock in the sequence and manner and upon the same terms and conditions as
   specified in Section 9 hereof as if the marital relationship of the
   Shareholder and the Spouse had been terminated.  During the marriage of
   the Shareholder and the Spouse, the Shareholder's obligation to sell or to
   offer to sell Stock and the Company's option or right to purchase the
   Stock hereunder shall include an obligation on the part of the Spouse to
   sell or to offer to sell any interest of the Spouse in the Stock in the
   same manner and upon the same terms and conditions.

             (C)  Anything in this Agreement to the contrary notwithstanding,
   the Shareholder may not Transfer any shares of Stock granted pursuant to
   Section 2 hereof until such shares are vested pursuant to Section 3
   hereof.

             5.   Right of First Refusal.

             (A)  If the Shareholder desires to Transfer any Stock (other
   than pursuant to Sections 6 or 7 or to the Company), then the Shareholder
   shall give prior written notice ("Transfer Notice") of such intention to
   the Company specifying the name of the proposed transferee, the proposed
   consideration for such transfer, the number of shares involved and all
   other terms of the proposed transfer.  Such Transfer Notice shall
   constitute an offer to sell to the Company the number of shares of Stock
   indicated in the Transfer Notice at a price per share equal to the lesser
   of the price specified in the Transfer Notice per share or the Net Book
   Value Per Share (or if after March 31, 1997, the Valuation Formula Price)
   as of the date of the Transfer Notice.  Within thirty (30) days after
   receipt of such Transfer Notice, the Company may, at its option, elect to
   purchase all, but not less than all, of the shares of Stock offered.  The
   Company shall exercise its option to purchase by delivering written notice
   thereof to the Shareholder within the option period.

             (B)  If the Company elects to purchase the Shareholder's Stock
   as provided in Section 5(A), then the terms of payment for such purchase
   shall be the terms offered by the Shareholder's proposed transferee as
   specified in the Transfer Notice; provided, however, if the shares of
   Stock are offered for purchase because of a Transfer by operation of law,
   the terms of such purchase shall be cash at the closing.  The closing of
   any sale made pursuant to Section 5(A) hereof shall be held not later than
   sixty (60) days after receipt of the Transfer Notice by the Company or on
   such other date as mutually agreed by the Company and the Shareholder.

             (C)  If the Company is entitled to purchase the Shareholder's
   Stock as provided herein but does not elect to do so, then the Shareholder
   may make a bona fide transfer of the Stock described in the Transfer
   Notice to the prospective purchaser named in the Transfer Notice.  Such
   transfer shall be made only in strict accordance with the specific terms
   stated in the Transfer Notice and only if such purchaser agrees in writing
   to sign a counterpart of this Agreement so as to impose on the Stock so
   transferred restrictions on further transferability identical to the
   restrictions imposed by this Agreement, and to bind the transferee as if
   such transferee were a party hereto.  If, however, the Shareholder fails
   to make such transfer in compliance with this Section 5(B) within thirty
   (30) days following the expiration of the last time period provided in
   Section 5(A) above, the Shareholder's Stock shall again become subject to
   all the restrictions of this Agreement.

             6.   Pledge.  If the Shareholder desires to voluntarily Transfer
   by pledge, security interest or other encumbrance ("Pledge") any of the
   Shareholder's Stock (other than to the Company), then the Shareholder
   shall first give notice thereof to the Company, setting forth the terms of
   Pledge and affording to the Company a period of not less than ten (10)
   days within which to consult and advise with the Shareholder and attempt
   to arrange an acceptable alternative to such Pledge, if desirable and
   feasible.  Such notice period may be waived or shortened by written notice
   from the Company to the Shareholder.  Any attempted Pledge in violation of
   this Agreement shall be void.  If no mutually acceptable alternative is
   arranged within such period, then the Shareholder shall be free to effect
   such Pledge, provided that the Shareholder shall continue to be subject to
   all of the terms and provisions of this Agreement in respect to the
   Shareholder's interest in the Pledged Stock, and the holding by the
   pledgee shall likewise be subject to all such terms and provisions as
   though the pledgee were a party hereto.  So long as such Pledge is in
   effect, if the Shareholder shall default (or be deemed by the pledgee to
   be in default), then the Company shall at all times thereafter have the
   immediate and continuing option to purchase the Pledged Stock (whether
   still in Pledge or in the ownership of the pledgee or any other
   transferee) upon notice by the Company to the Shareholder, pledgee or
   other record holder, at the Net Book Value Per Share as of the date of
   default and in current and immediately available funds within thirty (30)
   days after notice has been given of election to purchase such shares or on
   such other date as mutually agreed by the Company and the Shareholder,
   pledgee or other recordholder, as the case may be.

             7.   Termination of Employment.

             (A)  In the event of the Shareholder's death, Disability or
   termination from employment without Cause, or resignation after March 31,
   1997 or termination for Cause after March 31, 1997, (i) the Shareholder or
   the personal representative of the Shareholder's estate shall be required
   to sell all Stock held or owned by such Shareholder, and the Company shall
   be required to purchase all such Stock, at a purchase price per share
   equal to the Valuation Formula Price as of the date of death, Disability
   or termination or resignation after March 31, 1997, as the case may be;
   and (ii) any shares of Stock granted to the Shareholder pursuant to
   Section 2 hereof but not vested pursuant to Section 3 hereof shall
   automatically be forfeited and returned to the Company and any dividend or
   other distribution held in trust by the Company pursuant to Section 13
   hereof and applicable to such shares shall automatically be forfeited to
   the Company.

             (B)  In the event of the Shareholder's resignation from his
   employment by Holdings or the Company prior to March 31, 1997 or Holdings
   or the Company's termination of the Shareholder's employment for Cause
   prior to March 31, 1997, (i) such Shareholder shall be required to sell
   all Stock held or owned by such Shareholder, and the Company shall be
   required to purchase all such Stock at a purchase price per share equal to
   the Net Book Value Per Share as of the date of resignation or termination,
   and (ii) any shares of Stock granted to the Shareholder pursuant to
   Section 2 hereof but not vested pursuant to Section 3 hereof shall
   automatically be forfeited and returned to the Company and any dividend or
   other distribution held in trust by the Company pursuant to Section 13
   hereof and applicable to such shares shall automatically be forfeited to
   the Company.

             (C)  For purchases and sales pursuant to Section 7(A) or 7(B),
   the purchase price shall be paid in current and immediately available
   funds within thirty (30) days after such termination described in Section
   7(A) or 7(B) or on such other date as mutually agreed by the Company and
   the Shareholder or the personal representative of the Shareholder's
   estate, as the case may be.

             8.   Involuntary Transfer.  Whenever the Shareholder has any
   notice or knowledge of any attempted, impending or consummated involuntary
   Transfer of any of the Shareholder's Stock, whether by operation of law or
   otherwise, the Shareholder shall give immediate written notice thereof to
   the Company.  Whenever the Company has any other notice or knowledge of
   any such attempted, impending or consummated involuntary Transfer, it may
   give written notice thereof to the Shareholder.  In either case, the
   Shareholder will forthwith disclose to the Company all pertinent
   information in his possession relating thereto.  If any Stock is subject
   to any such involuntary Transfer, the Company shall at all times have the
   immediate and continuing option to purchase such Stock upon notice by the
   Company to the Shareholder or other record holder, at the Net Book Value
   Per Share or in event of an involuntary transfer after March 31, 1997, at
   the Valuation Formula Price as of the date of involuntary Transfer and in
   current and immediately available funds within thirty (30) days after
   notice has been given of election to purchase such shares or on such other
   date as mutually agreed by the Company and the Shareholder or other record
   holder, as the case may be, and Stock so purchased shall in every case be
   free and clear of such Transfer.

             9.  Termination of Marital Relationship.

             (A)  If the marital relationship of the Shareholder and the
   Spouse is terminated by the death of the Spouse or by divorce, annulment,
   legal separation or other termination by judicial process ("Divorce") and
   the Shareholder does not receive, or succeed to, all interests of the
   Spouse in Stock acquired through marital property laws or otherwise,
   whether by testamentary disposition, operation of law, property settlement
   agreement, court order or otherwise, then the Shareholder will have the
   option to purchase any part or all of the Spouse's interest in the Stock
   and the Spouse or the personal representative of the Spouse's estate, as
   the case may be, shall be obligated to sell such interest in the Stock at
   the Net Book Value Per Share if prior to March 31, 1997, and thereafter at
   the Valuation Formula Price as of the date of death or Divorce, as the
   case may be, and in current and immediately available funds within thirty
   (30) days after notice has been given (as provided for below) or on such
   other date as mutually agreed by the Company, the Shareholder and the
   Spouse or the personal representative of the Spouse's estate, as the case
   may be.

             (B)  If the Shareholder elects to purchase the Spouse's interest
   in the Stock in whole or in part, the Shareholder shall signify such
   election and the portion of the Spouse's interest in the Stock to be
   purchased by written notice delivered to the Spouse or the personal
   representative of the Spouse's estate and to the Company within sixty (60)
   days after the date of the Spouse's death or the effective date of the
   Divorce.

             (C)  If the Shareholder fails to exercise such option in full
   within such 60-day period, the Company shall, during the 60-day period
   following the later of (i) the expiration of the 60-day period described
   in Section 9(B) or (ii) the date upon which the Company shall receive
   actual notice of the Spouse's death or Divorce, have the option to
   purchase that portion of the Spouse's interest in the Stock not purchased
   by the Shareholder upon written notice delivered within such latter 60-day
   period to the Spouse or to the personal representative of the Spouse's
   estate.  If the Company elects to purchase that portion of the Spouse's
   interest not purchased by the Shareholder as provided herein, the price
   shall be the Net Book Value Per Share if prior to December 21, 1997, and
   thereafter at the Valuation Formula Price as of the date of death or
   Divorce, as the case may be, and such payment shall be in current and
   immediately available funds within thirty (30) days after notice of such
   election has been given or on such other date as mutually agreed by the
   Company and the Spouse or the personal representative of the Spouse's
   estate, as the case may be.

             (D)  Upon lapse in whole or in part of the Shareholder's and the
   Company's option heretofore described, the Spouse or the personal
   representative of the Spouse's estate, as the case may be, shall continue
   to be bound by the provisions of this Agreement with respect to any
   interest in the Stock not purchased pursuant to this Section 9; provided,
   however, that the personal representative may transfer any part or all of
   the Stock not so purchased pursuant to the terms of the Spouse's Last Will
   and Testament or other estate planning documents or pursuant to the laws
   of intestacy (if applicable) of the state of which the Spouse shall have
   been a resident on the date of the Spouse's death (the transferee being
   hereinafter referred to as "Transferee"); provided, further, that all
   interests in the Stock so transferred shall continue to be subject to all
   of the terms and conditions of this Agreement.  The Shareholder's
   obligation to sell or to offer to sell Stock pursuant to this Agreement
   shall include an obligation on the part of the Spouse, the personal
   representative of the Spouse's estate, or the Transferee to sell or to
   offer to sell the interest in the Stock owned by such person in the same
   manner and upon the same terms and conditions. In the absence of a court
   order, no obligation to cause shares representing an interest in the Stock
   owned by the Spouse, the personal representative of the Spouse's estate or
   the Transferee to be registered in such person's name if such shares shall
   then be registered in the Shareholder's name.  The Company shall have the
   right to require, as a condition to any transfer of Stock on the books of
   the Company, that the Transferee execute a shareholders' agreement
   substantially in the form of this Agreement.

             10.  Sale of the Company.

             (A)  In the event of an impending Sale of the Company, the
   Company shall send prior written notice of such impending sale (the "Sale
   Notice") to the Shareholder, which notice shall set forth the
   consideration to be paid for each share of Stock and the terms and
   conditions of the proposed sale. Within five (5) days after the date of
   the Sale Notice, the Shareholder shall have the right to require, by
   written notice to the Company, that all, but not less than all, of his
   Stock, whether vested pursuant to Section 3 hereof or not, be included in
   such sale, on substantially the same terms and conditions and for the same
   or equivalent consideration as are available to other shareholders.  If
   the Sale of the Company is accomplished pursuant to a sale of
   substantially all of the Company's assets, then the Company shall fulfill
   its obligation under this Section by distributing to the Shareholder his
   pro-rata share of the proceeds of such sale.

             (B)  If the Sale Notice so provides, the Shareholder shall be
   required to sell all of his Stock at the same price, on the same terms and
   conditions, at such time (which may be immediately) and in such manner as
   specified in the Sale Notice.

             11.  Public Offering.  In the event of a Public Offering,
   Sections 4(A), 5, 6, 7, 8, 9, 10 and 11.1 of this Agreement shall
   terminate; provided, however, that obligations to make payments, if the
   event creating such obligations occurred prior to the Public Offering,
   shall not hereby be terminated.

             11.1 Exchange of Stock for WPL Holdings, Inc. Common Stock.

             (A)  Commencing on March 31, 1997 and on March 31 of each year
   thereafter, or next succeeding business day if such date is not a business
   day, (each such date separately the "Exchange Date"), the Shareholder
   shall be entitled to exchange 33 1/3% of the shares of Stock owned by the
   Shareholder on the Exchange Date for shares of Holdings Common Stock.  If
   the Shareholder does not exercise his exchange option on any Exchange
   Date, he shall then be entitled to exchange the following Applicable
   Percentage of shares of Stock owned on subsequent Exchange Dates.

            Years from              Applicable
      Previous Exchange Date        Percentage

                1                     33 1/3
                2                       55
                3                       70
                4                       80
                5                      100 

             When the remaining shares of Stock owned by the Shareholder
   equal .5 shares or less, the next Applicable Percentage shall be 100%.  

             For purposes of such exchange, each share of Stock shall be
   valued at the Valuation Formula Price and shares of Holdings Common Stock
   shall be valued at their Fair Market Value.  Fair Market Value of Holdings
   Common Stock means average of the per share closing prices in its
   principal trading market for the Holdings Common Stock for the five (5)
   trading days next preceding the Exchange Date.

             (B)  All shares of Holdings Common Stock exchanged pursuant to
   this Agreement will be subject to the following agreement:  (i) the shares
   may not be sold, transferred or otherwise alienated or hypothecated except
   in compliance with the Securities Act of 1933 and applicable State
   securities laws; and (ii) the Company may require the Shareholder to enter
   into an appropriate agreement at the time of delivery of Holdings Common
   Stock.

             12.  Voting Rights.  The Shareholder shall have voting rights
   for all Stock granted pursuant to Section 2 hereof regardless of whether
   it has vested pursuant to Section 3 hereof.

             13.  Dividends and Other Distributions.  Unless specifically
   determined by the Board of Directors and reflected in written notice to
   the Shareholder, no dividends or other distributions will be paid with
   respect to the Stock owned by the Shareholder; provided, however, that
   dividends may be paid on Stock owned by Holdings ("Holdings Stock")
   respecting capital invested in the Company by Holdings after January 1,
   1992, which dividends shall for purposes of this Agreement be deemed to be
   return of capital to Holdings, and the Shareholder shall have no rights to
   receive or participate pro rata or otherwise in such distributions.  The
   total amount of dividends on Holdings Stock shall not exceed the portion
   of paid-in capital and retained earnings allocated to Holdings Stock.  All
   dividends on Holdings Stock shall be considered a repurchase of Holdings
   Stock at the Valuation Formula Price next preceding the date of any
   dividend payment.  The Shareholder and Holdings recognize that the
   agreements set forth in this Paragraph 13 result in the creation of two
   (2) classes of Common Stock, no par value, of the Company and agree to
   execute appropriate amendments to the Articles of Incorporation reflecting
   such agreement.

             14.  Endorsement on Stock Certificates.  Conspicuously noted on
   each certificate representing Stock now owned or hereafter acquired by the
   Shareholder (or his Spouse or transferee) shall be a legend reading
   substantially as follows:

             "ANY SALE, ASSIGNMENT, TRANSFER, PLEDGE OR ANY OTHER
        DISPOSITION OF THE SHARES OF STOCK REPRESENTED BY THIS
        CERTIFICATE IS RESTRICTED BY, AND SUBJECT TO, THE TERMS AND
        PROVISIONS OF A RESTRICTED STOCK AGREEMENT DATED AS OF
        _______________.  A COPY OF SUCH AGREEMENT AND OF ALL AMENDMENTS
        OR SUPPLEMENTS THERETO IS ON FILE IN THE OFFICE OF THE SECRETARY
        OF THE COMPANY. BY ACCEPTANCE OF THIS CERTIFICATE, THE HOLDER
        AGREES TO BE BOUND BY THE TERMS OF SAID AGREEMENT AND ALL
        AMENDMENTS OR SUPPLEMENTS THERETO."

             15.  Certain Breaches.  If the Shareholder refuses to deliver
   stock certificates representing Stock in breach of this Agreement (as
   determined by the Company's legal counsel), the Company shall have the
   right to cancel the outstanding stock certificates owned or held by or in
   the name of the Shareholder and to reissue stock certificates representing
   such shares in the name of the Company and/or any Purchaser upon the
   payment of the appropriate aggregate purchase price as provided herein,
   and the defaulting Shareholder agrees to indemnify and hold the Company
   and any Purchaser harmless from and against all costs, damages and
   expenses as a result of such breach.

             16.  Certain Actions by the Company.  The Shareholder agrees
   that, if the Company is unable to make any purchase required of it
   hereunder because of the provisions of applicable statutes or of its
   Articles of Incorporation or By-Laws, the Company, the Shareholder, and
   the Spouse, transferees and legal representatives of the Shareholder and
   his/her Spouse shall take such corporate action as may be necessary to
   permit the Company to make such purchase, including without limitation any
   action necessary to recapitalize the Company to increase the surplus of
   the Company to an amount adequate to pay the purchase price of the Stock
   to be so purchased; provided, however, that the foregoing shall not be
   construed to require any such person to make any additional personal
   investment in the Company.  Notwithstanding the foregoing, nothing
   contained in this Agreement shall require the Company to purchase or
   impose any liability upon the Company for failing to purchase Stock if
   such purchase would render the Company insolvent or would be prohibited by
   law or any applicable state or federal regulation.  The Shareholder
   further agrees that nothing in this Agreement shall in any way limit the
   Company's rights to issue additional shares of Stock provided, however, in
   the event that shares are issued at less than Net Book Value Per Share (or
   if after March 31, 1997, the Valuation Formula Price) the Board shall make
   such an equitable adjustment, as it shall determine in its reasonable
   discretion in the price at which shares held by the Shareholder may be
   repurchased by the Company.

             17.  Withholding Tax.  If the Company determines that it is
   required to withhold state or federal income tax or FICA tax as a result
   of the vesting of the Shareholder's Stock, the Shareholder will make
   arrangements satisfactory to the Company to enable it to satisfy such
   withholding requirements.  Notwithstanding the foregoing, the Shareholder
   may elect, by written notice to the Company delivered ten (10) business
   days prior to any regular date for the vesting of Stock pursuant to
   Section 3 (or upon execution of this Agreement for Stock vesting upon such
   execution), to satisfy the Shareholder's obligation under this Section as
   to Stock vesting on such date by requesting the Company to purchase from
   the Shareholder on the vesting date, at a price per share of Stock equal
   to the Net Book Value Per Share, an amount of the Stock to be vested equal
   in value to the lesser of (A) the amount the Company has determined it is
   required to withhold on such date and (B) the amount set forth in the
   Shareholder's request.  The Company shall be obligated to comply with each
   such request under this Section 17.

             18.  Termination.  Except as otherwise provided herein, this
   Agreement and all provisions thereof shall continue in force and effect
   until terminated by a majority of the Board of Directors of the Company
   and the Shareholder; provided, however, that obligations to make payments,
   if the events creating such obligations occurred prior to the termination,
   shall not hereby be terminated.

             19.  Notice.  Every notice or request required or permitted
   herein shall be in writing and shall be deemed given when delivered
   personally, sent by telecopy or facsimile (with receipt acknowledged) or
   mailed by United States registered or certified mail, return receipt
   requested and postage prepaid, to the recipient.  Such notice, request or
   other communication will be sent to each party hereto at the addresses
   indicated below, until some other address shall have been designated in a
   written notice given in like manner:

             (A)  If to Holdings or the Company, to:

                  WPL Holdings, Inc.
                  Heartland Development Corporation 
                  c/o WPL Holdings, Inc. 
                  222 West Washington Avenue 
                  P.O. Box 2568
                  Madison, Wisconsin 53701-2568 
                  Attention:  Edward M. Gleason

                  With a copy to:

                  Foley & Lardner 
                  777 East Wisconsin Avenue
                  Milwaukee, Wisconsin 53202-5367 
                  Attention:  Benjamin F. Garmer, III

             (B)  If to the Shareholder or his Spouse, to:

                  Erroll B. Davis, Jr.
                  7829 Noll Valley Road
                  Verona, Wisconsin 53593

             20.  Severability, Governing Law and Effect of Invalid
   Provisions.  The invalidity or unenforceability of any particular
   provision of this Agreement shall not affect the other provisions hereof,
   and this Agreement shall be construed in all respects as if such invalid
   or unenforceable provision were omitted.  This Agreement shall be governed
   by the laws of the State of Wisconsin.

             21.  Successors and Assigns.  This Agreement and each provision
   thereof (whether expressed or not) shall be binding upon and inure to the
   benefit of Holdings, the Company, the Shareholder, the Spouse and their
   respective successors, heirs, legatees, executors, personal
   representatives and assigns.

             22.  Headings.  The headings of this Agreement are intended
   solely for convenience of reference and shall be given no effect in the
   construction or interpretation of this Agreement.

             23.  Counterparts.  This Agreement may be executed in two or
   more counterparts, each of which shall be deemed an original, but all of
   which together shall constitute but one and the same instrument.

             24.  Entire Agreement.  This Agreement constitutes the entire
   agreement between the parties hereto with respect to the subject matter
   hereof and may not be modified orally or in any manner other than by any
   agreement in writing signed by all of the parties hereto.

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

                                 WPL HOLDINGS, INC.
                                 ("Holdings")



   [Corporate Seal]              By: /s/ Edward M. Gleason
                                 Its:  Vice President


                                 HEARTLAND DEVELOPMENT CORPORATION
                                 (the "Company")



   [Corporate Seal]              By: /s/ Edward M. Gleason
                                 Its:  Assistant Secretary


                                 SHAREHOLDER


                                 /s/ Erroll B. Davis, Jr.
                                 Erroll B. Davis, Jr.



             The undersigned Spouse of the Shareholder acknowledges that she
   has read this Agreement and consents to its terms, to the disposition made
   herein of any interest she may have in the Shareholder's Stock at any time
   through marital property or otherwise and to the determination of purchase
   price.


                                 /s/ Elaine E. Davis
                                 Name  Elaine E. Davis



           Heartland Development Corporation Short-Term Incentive Plan

                                  Plan Summary

             In January of 1995, Heartland Development Corporation ("HDC")
   adopted the Heartland Development Corporation Short-Term Incentive Plan
   (the "Plan").  The Plan includes salaried corporate management employees
   of HDC

             Payments under the Plan are determined by 1) the achievement by
   HDC of certain net income and return on equity targets, and 2) the
   achievement of certain defined objectives.  These objectives are specified
   to the individual participant.  Potential payouts range from 80% of annual
   salary for Lance W. Ahearn, the President of HDC, to 10% of annual salary
   for lower level management employees.

   EXHIBIT 21

                       WPL HOLDINGS, INC. AND SUBSIDIARIES
                                  SUBSIDIARIES



   The material subsidiaries of the Company as of December 31, 1994, are as
   follows:

                                                               % of Voting
                                                               Stock Owned
                                                               Directly or
                                               State of       Indirectly by
   Name of Subsidiary                           Incorp.        the Company  

   A.  Wisconsin Power and Light Company       Wisconsin           100%

       1.  South Beloit Water, Gas
            and Electric Company               Illinois            100%
       2.  REAC, Inc                           Wisconsin           100%
       3.  NUFUS Resources, Inc                Wisconsin           100%
       4.  Wisconsin River Power Company       Wisconsin        33-1/3%
       5.  Wisconsin Valley Improvement
           Company                             Wisconsin            13%

   B.  Heartland Development Corporation       Wisconsin         97.60%

       1.  Energy Services
           A.  A&C Enercom Consultants, Inc.   Wisconsin         92.72%
           B.  Entec Consulting, Inc.          Wisconsin           100%
           C.  Heartland Energy Services, Inc. Wisconsin           100%
           D.  Enserv, Inc.                    Wisconsin           100%
           E.  Heartland Fuels Corportion      Wisconsin            80%

       2.  Environmental Services
           A.  Environmental Holding Company   Wisconsin         90.80%
           B.  RMT, Inc.                       Wisconsin           100%
           C.  Jones & Neuse, Inc.             Wisconsin           100%
           D.  QES, Inc.                       Wisconsin           100%

       3.  Affordable Housing
           A.  Heartland Properties, Inc.      Wisconsin           100%
           B.  Tool Kit Property Management 
               Systems, Inc.                   Wisconsin           100%
           C.  Heartland Retirement Services   Wisconsin         95.50%
           D.  Capital Square Financial Corp.  Wisconsin           100%
           E.  Heartland Capital Co.           Wisconsin            47%
    

   EXHIBIT 23

                    CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS




   As independent public accountants, we hereby consent to the incorporation
   of our reports included in this WPL Holdings, Inc. Form 10-K into WPL
   Holdings, Inc.'s previously filed Registration Statements on Form S-8
   (Nos. 33-6671 and 2-78551) and Form S-3 (No. 33-21482).


                                              ARTHUR ANDERSEN LLP
   Milwaukee, Wisconsin,
   March 6, 1995

<TABLE> <S> <C>

<ARTICLE> UT
<LEGEND>
THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE FINANCIAL
STATEMENTS CONTAINED IN THE FORM 10-K FILED BY WPL HOLDINGS, INC. FOR THE YEAR
ENDED DECEMBER 31, 1994 AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH
FINANCIAL STATEMENTS.
</LEGEND>
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1994
<PERIOD-START>                             JAN-01-1994
<PERIOD-END>                               DEC-31-1994
<BOOK-VALUE>                                  PER-BOOK
<TOTAL-NET-UTILITY-PLANT>                    1,266,255
<OTHER-PROPERTY-AND-INVEST>                    135,549
<TOTAL-CURRENT-ASSETS>                         154,434
<TOTAL-DEFERRED-CHARGES>                       249,663
<OTHER-ASSETS>                                       0
<TOTAL-ASSETS>                               1,805,901
<COMMON>                                           308
<CAPITAL-SURPLUS-PAID-IN>                      304,442
<RETAINED-EARNINGS>                            293,048
<TOTAL-COMMON-STOCKHOLDERS-EQ>                 597,798
                                0
                                     59,963
<LONG-TERM-DEBT-NET>                           448,110
<SHORT-TERM-NOTES>                              56,975
<LONG-TERM-NOTES-PAYABLE>                            0
<COMMERCIAL-PAPER-OBLIGATIONS>                  64,501
<LONG-TERM-DEBT-CURRENT-PORT>                    2,832
                            0
<CAPITAL-LEASE-OBLIGATIONS>                          0
<LEASES-CURRENT>                                     0
<OTHER-ITEMS-CAPITAL-AND-LIAB>                 575,722
<TOT-CAPITALIZATION-AND-LIAB>                1,805,901
<GROSS-OPERATING-REVENUE>                      816,159
<INCOME-TAX-EXPENSE>                            35,411
<OTHER-OPERATING-EXPENSES>                     279,721
<TOTAL-OPERATING-EXPENSES>                     686,150
<OPERATING-INCOME-LOSS>                        130,009
<OTHER-INCOME-NET>                              10,619
<INCOME-BEFORE-INTEREST-EXPEN>                 140,628
<TOTAL-INTEREST-EXPENSE>                        36,657
<NET-INCOME>                                    68,560
                      3,310
<EARNINGS-AVAILABLE-FOR-COMM>                   65,250
<COMMON-STOCK-DIVIDENDS>                        59,010
<TOTAL-INTEREST-ON-BONDS>                       36,914
<CASH-FLOW-OPERATIONS>                         173,268
<EPS-PRIMARY>                                     2.13
<EPS-DILUTED>                                        0<F1>
<FN>
<F1>Applicable accounting rules do not require WPL Holdings, Inc. to report
earnings per share on a fully diluted basis.
</FN>
        

</TABLE>


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