WPL HOLDINGS INC
424B3, 1997-07-01
ELECTRIC & OTHER SERVICES COMBINED
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   PROSPECTUS                                                  Rule 424(b)(3)
                                                           File No. 333-26627

                               WPL HOLDINGS, INC.
                                  to be renamed
                          INTERSTATE ENERGY CORPORATION

                             SHAREOWNER DIRECT PLAN

                     Shares of Common Stock, $.01 Par Value,
                   With Attached Common Stock Purchase Rights

          WPL Holdings, Inc. (the "Company", which will be renamed Interstate
   Energy Corporation upon consummation of the proposed three-way merger
   between the Company, IES Industries Inc. and Interstate Power Company)
   hereby offers participation in its Shareowner Direct Plan (the "Plan"). 
   The Plan provides shareowners of record, other investors who choose to
   become shareowners of record and employees of the Company and its
   subsidiaries with a variety of options, including (i) automatic
   reinvestment of all or a portion of the cash dividends paid on shares of
   the Company's Common Stock, $.01 par value (the "Common Stock"), in
   additional shares of Common Stock, (ii) the ability for persons who are
   not shareowners to purchase their initial shares of Common Stock, (iii) a
   means of purchasing additional shares of Common Stock by making optional
   cash investments of up to $120,000 per calendar year, inclusive of any
   initial investment, (iv) a free custodial service for depositing Common
   Stock certificates with the administrator of the Plan for safekeeping, (v)
   the ability to transfer shares or make gifts of Common Stock at no charge,
   and (vi) the ability to sell shares of Common Stock through the Plan.

          This Plan replaces the Company's Dividend Reinvestment and Stock
   Purchase Plan and current participants in that plan will automatically
   continue in the new Plan.

          The Common Stock is traded on the New York Stock Exchange.  In this
   Prospectus, unless the context otherwise requires, all references to the
   Common Stock include the accompanying rights to purchase shares of Common
   Stock (the "Rights") pursuant to the terms of a Rights Agreement, dated as
   of February 22, 1989, between the Company and Morgan Shareholder Services
   Trust Company, as Rights Agent (the "Rights Agreement").  For a
   description of the Rights, see "Rights to Purchase Common Stock."

          The Plan provides that shares of Common Stock may be purchased for
   participants from the Company or in the open market or in privately
   negotiated transactions.  The price of shares of Common Stock purchased
   under the Plan will be either (a) the average (computed to four decimal
   places) of the high and low sales prices of shares of Common Stock, as
   reported on the New York Stock Exchange Composite Tape, on the date of
   purchase, if newly issued shares are purchased from the Company or (b) the
   weighted average of the prices paid for shares of Common Stock if
   purchased on the open market or in privately negotiated transactions.  No
   brokerage commissions, fees or service charges are charged to participants
   in connection with purchases of shares under the Plan (whether from the
   Company or on the open market or in privately negotiated transactions) or
   for participating in the Plan.  The closing price of the Common Stock on
   May 5, 1997, as shown on the New York Stock Exchange Composite Tape, was
   $27.75 per share.

          All terms and conditions governing the Plan are contained in this
   Prospectus.  The Company suggests that this Prospectus be retained for
   further reference.
                               ___________________

            THESE SECURITIES HAVE NOT BEEN APPROVED OR DISAPPROVED BY
               THE SECURITIES AND EXCHANGE COMMISSION OR ANY STATE
                 SECURITIES COMMISSION NOR HAS THE COMMISSION OR
                   ANY STATE SECURITIES COMMISSION PASSED UPON
                      THE  ACCURACY  OR  ADEQUACY  OF  THIS
                         PROSPECTUS.  ANY REPRESENTATION
                            TO  THE  CONTRARY  IS  A
                                CRIMINAL OFFENSE.

                               ___________________

                  The date of this Prospectus is May 14, 1997.

   <PAGE>

                              AVAILABLE INFORMATION

          The Company is subject to the informational requirements of the
   Securities Exchange Act of 1934, as amended (the "Exchange Act"), and in
   accordance therewith, files reports, proxy statements and other
   information with the Securities and Exchange Commission (the
   "Commission").  Such reports, proxy statements and other information filed
   by the Company can be inspected and copied at the public reference
   facilities maintained by the Commission at Room 1024, Judiciary Plaza, 450
   Fifth Street, N.W., Washington, D.C. 20549 and at the Regional Offices of
   the Commission at Citicorp Center, 500 West Madison Street, Suite 1400,
   Chicago, Illinois 60661-2511 and at 7 World Trade Center, Suite 1300, New
   York, New York 10048.  Copies of such material may also be obtained from
   the Public Reference Section of the Commission, Judiciary Plaza, 450 Fifth
   Street, N.W., Washington, D.C. 20549, at prescribed rates.  In addition,
   reports, proxy statements and other information concerning the Company may
   be inspected at the offices of the New York Stock Exchange, 20 Broad
   Street, 7th Floor, New York, New York 10005.

          In addition, the Commission maintains a Web site that contains
   reports, proxy and information statements and other information regarding
   registrants that file electronically with the Commission.  The address of
   such Web site is http://www.sec.gov.

          The Company has filed with the Commission a Registration Statement
   on Form S-3 (together with all amendments, schedules and exhibits thereto
   referred to herein as the "Registration Statement") under the Securities
   Act of 1933 with respect to the Common Stock offered hereby.  This
   Prospectus does not contain all of the information set forth in the
   Registration Statement, certain parts of which have been omitted in
   accordance with the rules and regulations of the Commission.  For further
   information, reference is hereby made to the Registration Statement which
   may be inspected and copied in the manner and at the sources described
   above.

                 INCORPORATION OF CERTAIN DOCUMENTS BY REFERENCE

          The following documents filed with the Commission pursuant to the 
   Exchange Act are incorporated in this Prospectus by reference.  The
   Company's File No. is 1-9894.

          1.   The Company's Annual Report on Form 10-K for the fiscal year
     ended December 31, 1996.

          2.   The description of the Common Stock contained in the Company's
     Registration Statement on Form 8-B and any amendments or reports filed
     for the purpose of updating such description.

          3.   The description of the Rights contained in the Company's
     Registration Statement on Form 8-A and any amendments or reports filed
     for the purpose of updating such description.

          4.   The financial statements of IES Industries Inc. (File No. 1-
     9187) contained in Item 8 of its Annual Report on Form 10-K for the
     fiscal year ended December 31, 1996.

          5.   The financial statements of Interstate Power Company (File No.
     1-3632) contained in Item 8 of its Annual Report on Form 10-K, as
     amended, for the fiscal year ended December 31, 1996.

          All documents filed by the Company pursuant to Sections 13(a),
   13(c), 14 or  15(d) of the Exchange Act subsequent to the date of this
   Prospectus and prior to the termination of this offering shall be deemed
   to be incorporated in this Prospectus by reference and to be a part hereof
   from the date of filing such documents.

          Any statement contained in a document incorporated by reference
   herein or deemed to be incorporated by reference herein shall be deemed to
   be modified or superseded for purposes of this Prospectus to the extent
   that a statement contained herein or in any other subsequently filed
   document which also is or is deemed to be incorporated by reference herein
   modifies or supersedes such statement.  Any statement so modified or
   superseded shall not be deemed, except as so modified or superseded, to
   constitute a part of this Prospectus.

          The Company will provide without charge to each person, including
   any beneficial owner, to whom this Prospectus is delivered, upon written
   or oral request of such person, a copy of any or all of the information
   that has been incorporated in this Prospectus by reference (other than
   exhibits to documents incorporated by reference unless such exhibits are
   specifically incorporated by reference).  Such requests should be
   addressed to Edward M. Gleason, Vice President, Treasurer and Corporate
   Secretary, WPL Holdings, Inc., 222 West Washington Avenue, P.O. Box 2568,
   Madison, Wisconsin 53701-2568 (telephone number (608) 252-3311).


                                   THE COMPANY

          The Company, incorporated under the laws of the State of Wisconsin
   in 1981, is the holding company for Wisconsin Power and Light Company
   ("WP&L") and its utility related subsidiary and for Heartland Development
   Corporation ("HDC"), the parent corporation for the Company's non-utility
   businesses.  WP&L is a public utility engaged principally in generating,
   purchasing, distributing and selling electric energy in portions of
   southern and central Wisconsin.  WP&L also purchases, distributes,
   transports and sells natural gas in parts of such areas and supplies water
   in two communities.  A wholly-owned subsidiary of WP&L supplies electric,
   gas and water service principally in Winnebago County, Illinois.  HDC and
   its principal subsidiaries are engaged in business development in three
   major areas:  environmental engineering and consulting; affordable
   housing; and energy services.  The principal executive office of the
   Company is located at 222 West Washington Avenue, Madison, Wisconsin
   53703, and its telephone number is (608) 252-3311.

          The Company, IES Industries Inc., a holding company incorporated
   under the laws of State of Iowa ("IES"), and Interstate Power Company, an
   operating public utility incorporated under the laws of the State of
   Delaware ("IPC"), among others, have entered into an Agreement and Plan of
   Merger, dated as of November 10, 1995, as amended (the "Merger
   Agreement"), providing for: (i) IPC becoming a wholly-owned subsidiary of
   the Company and (ii) the merger of IES with and into the Company, which
   merger will result in the combination of IES and the Company as a single
   holding company.  The holding company will be renamed Interstate Energy
   Corporation ("Interstate Energy").  Under the terms of the Merger
   Agreement, each outstanding share of IES common stock will be cancelled
   and converted into the right to receive 1.14 shares of Interstate Energy
   common stock and each outstanding share of IPC common stock will be
   cancelled and converted into the right to receive 1.11 shares of
   Interstate Energy common stock.  The outstanding shares of Common Stock
   will remain unchanged and outstanding as shares of Interstate Energy
   common stock.

          The Company, IES and IPC held separate shareowner meetings on
   September 5, 1996.  At the annual meetings, the shareowners of all three
   companies approved the Merger Agreement.  In addition to shareowner
   approval, approvals must be secured from regulatory agencies at the
   federal and state level.  The merger partners expect the merger to be
   completed during 1997.

                                 USE OF PROCEEDS

          The Company has no basis for estimating either the number of
   authorized but unissued shares of Common Stock that will ultimately be
   sold by the Company pursuant to the Plan or the prices at which such
   shares will be sold.  Any net proceeds received by the Company from the
   sale of shares under the Plan will be added to the Company's general funds
   and used for general corporate purposes.  The Company will not receive any
   proceeds from the sale of shares under the Plan which are acquired on the
   open market or in privately negotiated transactions.

                            SUMMARY OF PLAN FEATURES

   Some of the features of the Plan, which are described in greater detail
   under "The Plan" below, are:

     -    Persons not presently owning shares of Common Stock may become Plan
          participants, assuming certain qualifications are met, by
          completing an Authorization Form and making an initial cash
          investment of not less than the amount specified on the
          Authorization Form and not more than $120,000.

     -    Participants may acquire additional shares of Common Stock by
          making optional cash investments in amounts not less than $25 per
          investment nor more than $120,000 per calendar year, inclusive of
          any initial investment.  The investment amount can be automatically
          deducted from a participant's bank account or it can be submitted
          by mail.

     -    Participants who are employees of the Company or its subsidiaries
          may also acquire additional shares of Common Stock by making
          optional cash investments via payroll deductions.  The minimum
          deduction per pay period is the amount specified on the payroll
          withholding form.  Optional cash investments made through payroll
          deductions may not be more than $120,000 per calendar year,
          inclusive of any initial investment and any optional cash
          investments made by means other than payroll deduction.

     -    Participants may acquire additional shares of Common Stock
          automatically by reinvesting all or a portion of their cash
          dividends paid on shares of Common Stock then owned.

     -    Participants may deposit their Common Stock certificates, at no
          cost, with the Plan administrator for safekeeping.

     -    Participants may have their cash dividends electronically deposited
          into their checking or savings account.

     -    Participants may sell shares held by the Plan through the
          administrator.

     -    Dividends are calculated on all full and fractional shares of
          Common Stock in the Plan.

     -    Personal record keeping is simplified by the Company's issuance of
          statements indicating account activity.  These statements should be
          retained for tax purposes.

     -    Participants can transfer shares or make gifts of Common Stock at
          no charge.


                                    THE PLAN

          The following description constitutes the terms and conditions of
   the Plan.

   Purpose

          The purpose of the Plan is twofold.  First, the Plan provides
   shareowners of record of the Company, other investors who choose to become
   shareowners of record and employees of the Company and its subsidiaries
   with a simple, convenient and economical method to purchase shares of
   Common Stock and to reinvest all or a portion of their cash dividends in
   additional shares of Common Stock.  Second, the Plan provides the Company
   with the ability to sell its authorized but unissued shares of Common
   Stock to participants in the Plan which will raise funds to increase its
   equity base for general corporate purposes.

   Plan Administration

          The Company, through its Shareowner Services Department (the
   "Administrator"), administers the Plan, keeps records, sends statements of
   account activity to participants, and performs clerical and ministerial
   duties related to the Plan.  An independent agent, not an affiliate of the
   Company, designated by the Administrator will make purchases and sales of
   shares of Common Stock for the Plan in the open market or in privately
   negotiated transactions.  Subject to applicable securities laws and
   certain limitations, the independent agent will have full discretion as to
   the timing of, and all matters relating to, purchases and sales of shares
   of Common Stock for the Plan other than for the purchase of authorized but
   unissued shares from the Company.

          The Administrator will establish and maintain a separate account
   under the Plan for each participant.  All shares of Common Stock
   (including any fractional shares, computed to four decimal places)
   purchased for a participant under the Plan, and any shares a participant
   deposits through the Plan's share safekeeping service, will be credited to
   his or her account.

          All inquiries and instructions concerning the Plan should be
   directed to:

               WPL Holdings, Inc.
               Shareowner Services
               P.O. Box 2568
               222 West Washington Avenue
               Madison, WI  53701-2568

               Telephone:     (608) 252-3110
                              (800) 356-5343

               Fax:           (608) 252-3321

               Internet: www.wplh.com

          All correspondence should include your shareowner account number,
   taxpayer identification number (social security number) and daytime
   telephone number where you may be contacted during normal working hours to
   facilitate a prompt response.

   Enrollment Procedures

          Shareowners

          If you are currently a shareowner of record, you may enroll in the
   Plan at any time by completing and returning an Authorization Form to the
   Administrator.  Requests for such forms should be directed to the
   Administrator, either by telephone, in writing or via the internet.

          "Street Name" Holders

          If you own shares of Common Stock that are held on your behalf by a
   bank, broker, trustee or other agent, you may enroll in the Plan by
   registering one or more shares of Common Stock directly in your name and
   by returning a completed Authorization Form to the Administrator.  See
   "Transfer of Shares from Street Name."

          Non-Shareowners

          With limited exceptions described below, if you are not currently a
   shareowner of the Company, you may enroll in the Plan by completing and
   returning an Authorization Form to the Administrator together with an
   initial investment of at least $250 (but not more than $120,000) or by
   authorizing automatic monthly withdrawals ("Automatic Investments") of at
   least $25, in either case which will be used to purchase shares of Common
   Stock for your Plan account.  See "Initial Investments and Optional Cash
   Investments" and "Methods of Investment."  

          Employees

          With limited exceptions described below, any employee of the
   Company or any of its subsidiaries may enroll in the Plan at any time by
   completing and returning an Authorization Form to the Administrator or by
   enrolling in the same manner as any other eligible investor described
   above.

          Exceptions

          The Company reserves the right to prohibit participation in the
   Plan by non-shareowners who reside in a state where (i) participation in
   the Plan by non-shareowners who reside in such state would require the
   Company to take special action under the securities or "blue sky" laws of
   such state and (ii) the Company has not yet taken such action.  The
   Company also reserves the right to prohibit participation in the Plan by
   any investor, whether or not a holder of record of shares of Common Stock,
   who is a citizen or resident of a country other than the United States, if
   such participation would violate local laws and regulations applicable to
   the Company or the prospective participant.  In any such case, the
   Administrator will return any Authorization Form and initial investment
   tendered by any non-shareowner who resides in such state or country.

          General

          Authorization Forms will be processed as promptly as practicable. 
   Participation in the Plan will begin after the properly completed form has
   been reviewed and accepted by the Administrator.

   Transfer of Shares From Street Name

          If you are a beneficial owner of Common Stock whose shares are
   registered in the name of a bank, broker, trustee or other agent, you may
   participate in the Plan with respect to such shares by either (i)
   transferring such shares to a Plan account by directing your agent (e.g.,
   your bank, broker or trustee) to register the shares directly in your name
   and having the agent deliver a certificate to you or (ii) instructing your
   agent to transfer the shares to the Administrator to be deposited into the
   Plan for "share safekeeping" for credit to your Plan account.  See "Share
   Safekeeping."

   Initial Investments and Optional Cash Investments

          Initial investments, for those who are not currently Company
   shareowners of record, must be at least $250 (but not more than $120,000),
   in the form of a personal check or money order, Automatic Investment of at
   least $25, or, for employees, payroll deduction of at least the amount
   specified on the payroll withholding form, and must be included with the
   completed Authorization Form returned to the Administrator.  See "Methods
   of Investment."

          Once you are enrolled in the Plan, you may purchase additional
   shares of Common Stock using the Plan's optional cash investment feature. 
   Optional cash investments must be made in amounts of not less than $25 per
   investment and may not aggregate more than $120,000 per calendar year,
   inclusive of any initial investment, whether by check or Automatic
   Investment.  The Company will not waive these restrictions; however, the
   $25 minimum is not applicable to employee participants who make
   investments through payroll deductions.  There is no obligation to make an
   optional cash investment at any time, and the amount of such investments
   may vary from time to time.

          Authorization Forms with initial investments must be received by
   the Administrator at least five (5) business days prior to the next
   Investment Date (as defined under "Purchase of Common Stock") and are
   subject to review by the Company.  Initial investments and optional cash
   investments received by the Administrator will be invested on the next
   Investment Date, provided it is received at least five (5) business days
   prior to that Investment Date.

          The Company will not pay interest on any initial investments or
   optional cash investments received and held for investment under the Plan. 
   Therefore, it is to your benefit to mail an initial investment or an
   optional cash investment so that it is received by the Administrator
   shortly, but not less than five (5) business days, before an Investment
   Date.  To receive dividends, an initial investment or an optional cash
   investment must be received and invested on the Investment Date prior to
   the dividend record date.

          Upon written request, the Company will refund your initial
   investment or any optional cash investment, provided your request is
   received by the Company at least two (2) business days prior to the
   Investment Date following receipt of your investment.  However, no refund
   will be made until the funds have been actually received by the Company.

   Methods of Investment

          A participant's total annual investment cannot exceed $120,000 per
   calendar year and must be made in U.S. dollars.  For the purpose of
   applying this limit, all investments during any calendar year (including
   initial and optional cash investments, but excluding dividend
   reinvestments and deposits of shares in the Plan's share safekeeping
   service) are aggregated.  No interest will be paid on amounts held by the
   Company pending investment.

          Check Investment

          Initial investments and optional cash investments may be made by
   personal check or money order payable to "WPL Holdings, Inc.," and are
   subject to collection by the Company for the full face value in U.S.
   funds.

          If a check is returned unpaid for any reason, the Company will
   consider the request for investment of such funds null and void.  If any
   shares have been purchased with these funds, the Administrator will be
   entitled to remove those shares from the participant's account and sell
   those shares to satisfy the balance of the uncollected funds.  If the net
   proceeds from the sale are insufficient to cover this balance, the Company
   will, in addition to any other rights it may have, be entitled to sell any
   additional shares from the participant's account which may be necessary to
   satisfy the uncollected balance.

          Automatic Investment

          Participants may make automatic monthly investments (whether such
   investments constitute initial or optional cash investments) of at least
   $25 by electronic funds transfer from a predesignated account with a U.S.
   financial institution.  To initiate Automatic Investments, participants
   must complete and return to the Administrator an Automatic Investment Form
   and an Authorization Form, as well as deliver to the Administrator a
   voided blank check or a savings deposit slip for the account from which
   funds are to be drawn.  Automatic Investment Forms may be obtained from
   the Administrator.  Automatic Investments will be initiated as promptly as
   practicable and, after initiated, funds will be drawn from the
   participant's designated account on the 10th day of each month (or, if the
   10th falls on a weekend or bank holiday, the first business day
   thereafter), and will be invested in Common Stock on the next Investment
   Date.

          Participants may change the amounts of their future Automatic
   Investments by completing and submitting to the Administrator a new
   Automatic Investment Form.  Participants may terminate their Automatic
   Investments by notifying the Administrator by phone, in writing or via the
   internet.  To be effective with respect to the next Automatic Investment
   Date, the Administrator must receive the new form or notice at least six
   (6) business days preceding that date.

          Electronic direct deposit of cash dividends that participants elect
   to receive also is available through the Plan.

          Payroll Deductions

          Employees of the Company or any of its subsidiaries may also make
   investments (whether such investments constitute initial or optional cash
   investments) by means of payroll deduction, and the $250 and $25 minimums
   for initial investment and optional cash investments, respectively, will
   not apply to investments made through payroll deductions.  To initiate
   payroll deductions, the employee must complete and return to the
   Administrator a payroll withholding form and an Authorization Form.

          The payroll withholding form, which allows participating employees
   to decide the dollar amount to be deducted from their paychecks for each
   pay period, will become effective as promptly as practicable.  Deductions
   will be used to purchase full and fractional (computed to four decimal
   places) shares of Common Stock on the next Investment Date.  The minimum
   deduction per pay period is the amount specified on the payroll
   withholding form.

          Payroll deduction authorizations will remain in effect until
   cancelled or modified by the employee, which may be accomplished by
   completing and returning a new payroll withholding form indicating the
   change desired.  To be effective with respect to the next payroll
   deduction, the Administrator must receive the new payroll withholding form
   at least six (6) business days preceding that date.

   Dividend Reinvestment Options

          The Authorization Form allows a participant to choose a
   reinvestment option for participation in the Plan.  If not specified
   otherwise, the account will be enrolled for full dividend reinvestment. 
   By choosing the appropriate box, a participant may select:


    Full Dividend      Reinvest all cash dividends on all certificated
    Reinvestment       shares held by you and on all shares credited to
                       your Plan account.  Optional cash investments may be
                       made at any time as described herein.

    Partial Dividend   Receive cash dividends on a specified number of your
    Reinvestment       shares of Common Stock and reinvest the cash
                       dividends on the remainder of your shares.  The
                       shares specified to receive cash dividends may
                       consist of a combination of certificated shares and
                       shares credited to your Plan account.  Participants
                       may elect to have cash dividend payments not
                       reinvested paid by check or through electronic
                       direct deposit.  Optional cash investments may be
                       made at any time as described herein.

    Optional Cash      Receive cash dividends on all of your shares of
    Purchases Only     Common Stock, including both certificated shares
                       held by you and shares held by the Plan and credited
                       to your Plan account.  Optional cash investments may
                       be made at any time. 

          If you participate in the Plan's full or partial dividend
   reinvestment option, reinvestment will commence with the first dividend
   payable after the dividend record date following your enrollment. 
   Dividend record dates are publicly announced by the Company.

          If you wish to change your method of participation, you must obtain
   and complete a new Authorization Form and send it to the Administrator. 
   To be effective with respect to a particular Common Stock dividend, the
   new Authorization Form must be received by the Administrator at least two
   (2) business days before the record date for such dividend.  If you elect
   to cease the reinvestment of your dividends, you may receive them by check
   or electronic direct deposit.  You may also continue to have your shares
   held by the Administrator through the share safekeeping service, buy
   shares with optional cash investments and sell or transfer the shares as
   desired.  See "Share Safekeeping," "Initial Investments and Optional Cash
   Investments," "Sale of Common Stock" and "Gift/Transfer of Shares Held in
   the Plan."

          On each applicable Investment Date, the Company will promptly,
   after deducting withholding taxes, if any, commingle and pay over to the
   Administrator all cash dividends payable on shares held by the
   Administrator for all participants who are reinvesting their dividends in
   the Plan.  The Administrator will apply the dividends to the purchase of
   shares of Common Stock.  The Administrator will credit the proportionate
   number of shares (computed to four decimal places) purchased by the
   Administrator to each participant's account.

   Purchase of Common Stock

          Reinvested Common Stock dividends, initial investments, optional
   cash investments and proceeds (which will be treated regardless of the
   amount as optional cash purchases) from the sale or redemption of Common
   Stock subscription or other rights, if any, received by the Administrator
   on behalf of participants will be used to acquire either outstanding
   shares of Common Stock or authorized but unissued shares of Common Stock
   from the Company, provided that the Company is willing to sell such stock. 
   Outstanding shares of Common Stock purchased on behalf of the Plan
   participants may be made on any stock exchange in the U.S. where the
   Common Stock is traded, in the over-the-counter market, or by privately
   negotiated transactions on such terms as the independent agent for the
   Administrator may reasonably determine at the time of purchase.  Any
   shares purchased from the Company will be made in accordance with
   applicable requirements.

          The Administrator and its designated independent agent may
   commingle each participant's funds with those of other participants for
   the purpose of purchasing shares.  Neither the Company nor any affiliated
   purchasers will exercise any direct or indirect control or influence over
   the times when, or prices at which, the designated independent agent of
   the Administrator may purchase Common Stock for the Plan, or the amount of
   shares to be purchased.

          Purchases of shares of Common Stock under the Plan will be made on
   or about the following applicable "Investment Dates":

          (a)  Each dividend payment date is an Investment Date for the
     reinvestment of cash dividends.

          (b)  The 15th day of each month (or the next business day if the
     15th falls on a weekend or holiday) is an Investment Date for initial
     investments and optional cash investments.

          Purchases may be made over a period of several days in the case of
   open market purchases.  All such purchases will be aggregated for the
   Investment Date.

          For a number of reasons, including observance of the rules and
   regulations of the Commission or other regulatory agencies requiring
   temporary curtailment or suspension of purchases, the investment of all or
   part of the funds available in a participant's account may be delayed from
   time to time.  No interest will be paid on funds held by the Company
   pending investment.  In any event, however, shares of Common Stock will
   either be purchased within 35 days of receipt of initial investments or
   optional cash investments or funds will be returned to the participant.

          A participant's account will be credited with that number of shares
   of Common Stock (including any fractional shares, computed to four decimal
   places) equal to the total amount to be invested divided by the applicable
   purchase price per share.

   Price to Participants

          The price of shares of Common Stock purchased from the Company
   (i.e., newly-issued shares) for participants will be the average (computed
   to four decimal places) of the high and low sales prices of shares of
   Common Stock as reported on the New York Stock Exchange Composite Tape on
   the applicable Investment Date.  If no trading occurs on the New York
   Stock Exchange in the Common Stock on the applicable Investment Date, the
   price will be determined with reference to the next preceding date on
   which the Common Stock is traded on the New York Stock Exchange.  The
   price of shares of Common Stock purchased for participants on the open
   market or in privately negotiated transactions will be the weighted
   average price of all such shares purchased for the applicable Investment
   Date.  In the event that investment under the Plan is at any time made in
   both newly-issued and already outstanding shares, the shares purchased
   will be allocated as proportionately as is practicable among the accounts
   of all participants for whom funds are being invested at that time.

          Under the Plan, participants do not have the ability to order the
   purchase of a specific number of shares, purchase of shares at the
   specified price or a particular date of purchase, as could be done with
   respect to purchases through a broker.

   Sale of Common Stock

          You can sell all or part of your shares held in your Plan account
   by providing the Administrator with written instructions, signed by all
   registered holders.  You cannot sell any certificated shares that you may
   be holding unless they are first deposited with the Administrator pursuant
   to the Plan's share safekeeping service.

          Sales for Plan participants are made as soon as practicable after
   the Administrator receives written instructions from the participant. 
   Requests to sell Plan shares will be aggregated and processed within ten
   (10) business days by an independent broker, not an affiliate of the
   Company, designated by the Administrator on the open market at prevailing
   market prices.  When you sell your shares, the price per share that you
   will receive is the average of the proceeds from all shares sold by the
   Administrator, less your proportionate share of the brokerage commission,
   transfer taxes, if any, and withholding tax, if any.

          You are required to maintain a balance of one or more full shares
   of Common Stock or the Company may terminate your Plan account.  A request
   to sell all shares held in your account will be treated as a withdrawal
   from the Plan.  See "Termination of an Account by the Company" and
   "Withdrawal and Termination."

   Custody of Stock and Issuance of Stock Certificates

          All shares purchased on your behalf through the Plan will be held
   in safekeeping by the Administrator in the name of the Company or its
   nominee.  You can, however, at any time and without charge, obtain a
   certificate for all or part of the whole shares credited to your Plan
   account by making a request in writing to the Administrator.  No
   certificates for fractional shares will be issued.  Obtaining certificates
   for your Plan account shares in no way affects dividend reinvestment.  See
   "Dividend Reinvestment Options."

   Share Safekeeping

          The Plan's "share safekeeping" service allows you to deposit Common
   Stock certificates held by you with the Administrator for safekeeping. 
   The advantages of the share safekeeping service are:

         -     The risk associated with the loss of your stock
               certificate(s) is eliminated.  If your certificates are
               lost or stolen, you cannot sell or transfer your shares
               without first obtaining replacement certificates.  This
               process of replacing lost certificates could take
               several weeks and will result in cost and paperwork,
               both for you and for the Company.

         -     Certificates deposited with the Administrator will be
               transferred into the name of the Company or its nominee
               and credited to your account under the Plan. 
               Thereafter, such shares will be treated in the same
               manner as shares purchased through the Plan, and may be
               conveniently and efficiently sold or transferred
               through the Plan.  See "Sale of Common Stock,"
               "Gift/Transfer of Shares Held in the Plan" and
               "Withdrawal and Termination."

         -     You have all Plan options available to you, including
               full or partial reinvestment and/or receiving dividends
               by check or electronic deposit.

          To participate in the Plan's share safekeeping service, you must
   complete and return an Authorization Form, along with the Common Stock
   certificates you wish to deposit, to the Administrator by registered and
   insured mail.  The certificates should not be endorsed and the assignment
   section should not be completed.  You may obtain an Authorization Form by
   calling or writing the Administrator.  If you have lost any of your
   certificates, they must be replaced before you may participate in the
   share safekeeping service.

   Gift/Transfer of Shares Held in the Plan

          You may transfer the ownership of some or all of your Plan shares
   (including shares held in safekeeping) by mailing to the Administrator a
   properly executed stock assignment form (which may be obtained from the
   Administrator or a financial institution), with a Medallion Signature
   Guarantee for all owners, and a letter of instruction.  A Medallion
   Signature Guarantee is a signature guarantee by an institution such as a
   commercial bank, trust company, securities broker/dealer, credit union or
   a saving institution participating in a Medallion Program approved by the
   Securities Transfer Association, Inc.  Shares may be transferred to new or
   existing shareowners.

          Unless otherwise instructed, the Administrator will retain the
   shares and enroll the transferee in full dividend reinvestment, provided
   the transferee is eligible to participate.  The new participant will
   receive a statement showing the number of shares transferred and now held
   in his or her Plan account, which will be considered the transaction
   confirmation.

   Withdrawal and Termination

          A participant may withdraw from the Plan at any time by giving
   written notice to the Administrator.  Termination of participation in the
   Plan by a shareowner of record will immediately stop all reinvestment of
   the participant's dividends if the notice of withdrawal is received by the
   Administrator not later than ten (10) business days prior to the record
   date for the next dividend payment.  Investment of optional cash will stop
   immediately if notification of withdrawal from the Plan is received by the
   Administrator at least two (2) business days prior to the applicable
   Investment Date.  The entire amount of any optional cash received for
   which investment has been stopped by termination of participation in the
   Plan will be refunded to the participant without interest.

          Upon withdrawal from the Plan, the participant (or his or her
   personal representative or other authorized agent) may elect to either (i)
   receive a certificate for the number of whole shares held in the
   participant's account and a check for the value of any fractional share or
   (ii) sell all shares in the participant's account as described under "Sale
   of Common Stock."

          Participants terminating participation in the Plan will receive a
   check for the cash value of any fractional share held in their Plan
   accounts.  Fractions of shares will be valued at the then current market
   price (determined in the same manner as provided with respect to the sale
   of whole shares), less brokerage commissions, transfer taxes and
   withholding taxes, if any.

          No optional cash investments may be made after participation in the
   Plan has been terminated, unless and until the former participant rejoins
   the Plan, which may be accomplished by complying with the enrollment
   procedures.  See "Enrollment Procedures."  The Company, however, reserves
   the right to reject any Authorization Form from a previous participant on
   grounds of excessive joining and termination.  Such reservation is
   intended to minimize administrative expense and to encourage use of the
   Plan as a long-term investment service.

   Stock Splits, Stock Dividends and Rights Offerings

          Any shares distributed pursuant to stock dividends or stock splits
   effected by the Company on shares held by the Administrator for a
   participant will be credited to such participant's account.  In the event
   that the Company makes available to holders of its Common Stock
   subscription or other rights to purchase additional shares of Common Stock
   or other securities, the Administrator will (if and when such rights trade
   independently) sell the rights accruing to all shares held by the
   Administrator for the participants and will apply the net proceeds of such
   sale to the purchase of Common Stock.  However, the Company will, in
   advance of a subscription offer (or, if such rights may not be
   independently traded upon issuance, prior to the date on which such rights
   trade independently), inform each participant that if he or she does not
   want the Administrator to sell his or her rights and invest the proceeds,
   it will be necessary for him or her to transfer all full shares held under
   the Plan to his or her own name by a given date.  This would permit the
   participant to exercise, transfer or sell the rights on such shares.  In
   the event that rights issued by the Company are redeemed prior to the date
   that such rights trade independently, the Administrator will invest the
   resultant funds in additional shares of Common Stock.

   Voting Rights

          The Administrator will vote at shareowners' meetings any full
   shares of Common Stock credited to your account under the Plan in
   accordance with your instructions.  Such shares will not be voted if no
   instructions are given.  A proxy card will be mailed to you representing
   the shares of Common Stock held in your Plan account.

   Statements and Reports

          Participants will receive quarterly statements showing all
   transactions in the participant's account for that quarter, including
   among other things, the amount invested, the price paid per share, the
   number of shares purchased and total shares accumulated.  Each participant
   should retain these statements so as to be able to establish the cost
   basis of shares purchased under the Plan for income tax and other
   purposes.  

          The Administrator will also send each participant an account
   statement as soon as practicable after each initial investment, optional
   cash investment, sale or transfer.

          In addition, each participant will receive copies of the same
   communications sent to all other holders of Common Stock, including the
   Company's Annual Reports, Notices of Annual Meetings and Proxy Statements,
   and information needed for reporting dividend income for Federal income
   tax purposes.

          All notices, statements and reports to a participant will be
   addressed to the participant at his or her last address of record with the
   Company.  Therefore, you must promptly notify the Company by phone, in
   writing or via the internet of any change of address.

   No Right to Draw Against Account

          No participant shall have a right to draw checks or drafts against
   his or her account or give instructions to the Administrator with respect
   to any shares or cash held therein except as expressly provided herein.

   Duties and Responsibilities

          Neither the Company nor any agent shall have any responsibility
   beyond the exercise of ordinary care for any action taken or omitted
   pursuant to the Plan, nor shall they have any duties, responsibilities or
   liabilities except as expressly set forth herein.  Neither the Company nor
   any agent shall be liable under the Plan for any act done in good faith or
   for any good faith omission to act including, without limitation, any
   claims of liability (a) with respect to the prices at which shares are
   purchased or sold for a participant's account, the times when such
   purchases or sales are made or any inability to purchase or sell shares,
   (b) for any fluctuation in the market value after purchase or sale of
   shares or (c) arising out of failure to terminate a participant's account
   upon such participant's death prior to receipt of notice in writing of
   such death.

          Participants should recognize that the Company cannot provide any
   assurance of profit or protection against loss on any shares purchased
   under the Plan.

   Change or Termination of the Plan

          The Company reserves the right to amend, modify, suspend or
   terminate the Plan in whole, in part or with respect to participants in
   one or more jurisdictions.  Notice of any such suspension, termination or
   significant amendment or modification of the Plan will be sent to all
   affected participants.  No such event will affect any shares then credited
   to a participant's account.  Upon any whole or partial termination of the
   Plan by the Company, a certificate for whole shares credited to an
   affected participant's account under the Plan will be issued to the
   participant and a cash payment will be made for any fraction of a share. 
   Fractions of shares will be valued at the then current market price
   (determined in the same manner as provided with respect to the sale of
   whole shares), less brokerage commissions, transfer taxes and withholding
   tax, if any.  Any uninvested funds held by the Administrator at the time
   of any suspension or termination of the Plan will be remitted by the
   Administrator to affected participants.

   Termination of an Account by the Company

          Your enrollment in the Plan may be terminated if you no longer hold
   any shares of record and your Plan shares total less than one whole share
   of Common Stock.  The Company, at its discretion, may also terminate your
   participation in the Plan upon written notice mailed to you at the address
   appearing on the Company's records.  Upon termination, you will receive a
   certificate for whole shares held in your account and a check for the
   value of any fractional share held in your Plan account.  Fractions of
   shares will be valued at the then current market price (determined in the
   same manner as provided with respect to the sale of whole shares), less
   brokerage commissions, transfer taxes and withholding tax, if any.

   Interpretation of the Plan

          The Company may in its absolute discretion interpret and regulate
   the Plan as deemed necessary or desirable in connection with the operation
   of the Plan and resolve questions or ambiguities concerning the various
   provisions of the Plan.

   Governing Law

          The Plan shall be governed by the internal laws of the State of
   Wisconsin.

                     CERTAIN FEDERAL INCOME TAX CONSEQUENCES

          The following discussion sets forth the general Federal income tax
   consequences for an individual participating in the Plan.  This discussion
   is not, however, intended to be an exhaustive treatment of such tax
   consequences.  Future legislative changes or changes in administrative or
   judicial interpretation, some or all of which may be retroactive, could
   significantly alter the tax treatment discussed herein.  Accordingly, and
   because tax consequences may differ among participants in the Plan, each
   participant should consult his or her own tax advisor to determine the
   particular tax consequences (including state income tax consequences) that
   may result from participation in and the subsequent disposal of shares
   purchased under the Plan.

   General Considerations

          In general, participants reinvesting dividends under the Plan have
   the same federal income tax consequences with respect to their dividends
   as do shareowners who are not reinvesting dividends under the Plan.  On
   the dividend payment date, participants will receive a taxable dividend
   equal to the cash dividend reinvested, to the extent the Company has
   earnings and profits.  This treatment applies with respect to both the
   shares of Common Stock held of record by such participant and such
   participant's Plan account shares even though the dividend amount is not
   actually received in cash but is instead applied to the purchase of shares
   of Common Stock for the participant's Plan account.  If shares are
   purchased on the open market or in a privately negotiated transaction, the
   participant's share of brokerage fees, if any, paid by the Company will
   also be taxed as an additional dividend to that participant, to the extent
   the Company has earnings and profits.

          Shares or any fraction thereof of Common Stock purchased on the
   open market or in a privately negotiated transaction with reinvested
   dividends will have a tax basis equal to the amount paid therefor,
   increased by any brokerage fees treated as a dividend to the participant. 
   Shares or any fraction thereof of Common Stock purchased from the Company
   with reinvested dividends will have a tax basis equal to the amount of the
   dividend.  Whether purchased on the open market or in a privately
   negotiated transaction or from the Company, the shares or any fraction
   thereof will have a holding period beginning on the day following the
   purchase date.

          Participants that make an initial or optional cash investments
   under the Plan will be deemed to have received an additional taxable
   dividend in the amount of the participant's pro rata share of the
   brokerage commissions, if any, paid by the Company, to the extent the
   Company has earnings and profits.  Such brokerage commissions will only be
   incurred on the purchase of the Common Stock in the open market or in
   privately negotiated transactions.  Shares or any fraction thereof
   purchased with initial or optional cash investments will have a tax basis
   equal to the amount of such payments increased by the amount of brokerage
   fees, if any, treated as a taxable dividend to the participant with
   respect to those shares or fraction thereof.  The holding period for such
   shares or fraction thereof will begin on the day following the purchase
   date.

          Participants should not be treated as receiving an additional
   taxable dividend based upon their pro rata share of the costs of
   administering the Plan which are paid by the Company.  However, there can
   be no assurances that the Internal Revenue Service ("IRS") will agree with
   this position.  The Company has no present plans to seek formal advice
   from the IRS on this issue.

          Participants will not recognize taxable income when they receive
   certificates for whole shares credited to their account, either upon their
   request for such certificates or upon withdrawal from or termination of
   the Plan.  However, participants will generally recognize gain or loss
   when shares acquired under the Plan are sold or exchanged either through
   the Plan at their request or by participants themselves after receipt of
   certificates for shares from the Plan.  Participants will also generally
   recognize gain or loss when they receive cash payments for fractional
   shares credited to their accounts, upon the sale of shares through the
   Plan or upon withdrawal from or termination of the Plan.  The amount of
   gain or loss is the difference between the amount which the Participant
   receives for his or her whole shares or fractional shares and the tax
   basis thereof.  Provided that the shares are capital assets in the hands
   of the participant, such gain or loss will be a capital gain or loss,
   long-term or short-term depending on the participant's holding period.

   Tax Withholding

          In the case of a participating foreign shareowner whose dividends
   are subject to United States income tax withholding or a participating
   domestic shareowner subject to backup withholding (because a correct
   taxpayer identification number has not been furnished or otherwise), the
   tax required to be withheld will be deducted from the amount of any cash
   dividend reinvested.  Since any such withholding tax applies also to a
   dividend on shares credited to the participant's Plan account, only the
   net dividend on such shares will be applied to the purchase of additional
   shares of Common Stock.  The regular statements sent to such participants
   will indicate the amount of tax withheld.  Likewise, participants selling
   shares through the Plan who are subject to backup or other withholding
   will receive only the net cash proceeds from such sale as required by the
   Internal Revenue Code and the Treasury Regulations thereunder.  The
   Company cannot refund amounts withheld.  Participants subject to
   withholding should contact their tax advisors or the IRS for additional
   information.

                         RIGHTS TO PURCHASE COMMON STOCK

          Pursuant to the Rights Agreement, each outstanding share of Common
   Stock (including shares acquired on the open market or in privately
   negotiated transactions under the Plan) has attached thereto one Right and
   each share subsequently issued by the Company prior to the expiration of
   the Rights Agreement will likewise have attached thereto one Right.  Under
   certain circumstances described below, the Rights will entitle the holder
   thereof to purchase additional shares of Common Stock.

          Currently, the Rights are not exercisable and trade with the Common
   Stock.  In the event the Rights become exercisable, each Right (unless
   held by a person or group which beneficially owns more than 20% of the
   outstanding Common Stock) will initially entitle the holder to purchase
   one-half share of Common Stock at a price of $60 per full share
   (equivalent to $30 for each one-half share), subject to adjustment.  The
   Rights will only become exercisable if a person or group has acquired, or
   announced an intention to acquire, 20% or more of the outstanding shares
   of Common Stock.  Under certain circumstances, including the existence of
   a 20% acquiring party, each holder of a Right, other than the acquiring
   party, will be entitled to purchase at the exercise price Common Stock
   having a market value of two times the exercise price.  In the event of
   the acquisition of the Company by another corporation subsequent to a
   party acquiring 20% or more of the Common Stock, each holder of a Right
   will be entitled to receive the acquiring corporation's common shares
   having a market value of two times the exercise price.  The Rights may be
   redeemed at a price of $.01 per Right prior to the existence of a 20%
   acquiring party, and thereafter may be exchanged for one share of Common
   Stock per Right prior to the existence of a 50% acquiring party.  The
   Rights will expire on February 22, 1999.  Under the Rights Agreement, the
   Board of Directors of the Company may reduce the thresholds applicable to
   the Rights from 20% to not less than 10%.  The Rights do not have voting
   or dividend rights and, until they become exercisable, have no dilutive
   effect on the earnings of the Company.

          The Rights have certain anti-takeover effects and may discourage or
   make more difficult the acquisition of the Company on a non-negotiated
   basis (such as by an unsolicited tender offer).  The Rights will not,
   however, affect a transaction approved by the Board of Directors of the
   Company prior to the existence of a 20% acquiring party since the Rights
   can be redeemed before the consummation of such transaction.

                                  LEGAL MATTERS

          Certain legal matters in connection with the sale of the shares of
   Common Stock offered hereby will be passed upon for the Company by Foley &
   Lardner, Milwaukee, Wisconsin.

                                     EXPERTS

          The consolidated financial statements and schedules of the Company
   at December 31, 1996 and 1995 and for each of the three years in the
   period ending December 31, 1996 incorporated by reference in this
   Prospectus and in the Registration Statement have been audited by Arthur
   Andersen LLP, independent public accountants, as indicated in their
   reports with respect thereto, and are included herein in reliance upon the
   authority of said firm as experts in accounting and auditing in giving
   said reports.

          The consolidated financial statements of IES at December 31, 1996
   and 1995 and for each of the three years in the period ending December 31,
   1996 incorporated by reference in this Prospectus and in the Registration
   Statement have been audited by Arthur Andersen LLP, independent public
   accountants, as indicated in their report with respect thereto, and are
   included herein in reliance upon the authority of said firm as experts in
   accounting and auditing in giving said reports.

          The financial statements and the related financial statement
   schedule of IPC at December 31, 1996 and 1995 and for each of the three
   years in the period ended December 31, 1996 incorporated in this
   Prospectus and in the Registration Statement by reference from IPC's
   Annual Report on Form 10-K for the year ended December 31, 1996 have been
   audited by Deloitte & Touche LLP, independent auditors, as stated in their
   reports, which are incorporated herein by reference, and have been so
   incorporated in reliance upon the reports of such firm given upon their
   authority as experts in accounting and auditing.

   <PAGE>
 
         No person has been authorized to give any information or to
    make any representations, other than those contained or
    incorporated by reference in this Prospectus, in connection with
    the offer made by this Prospectus and, if given or made, such
    information or representations must not be relied upon as having
    been authorized by the Company.  This Prospectus does not
    constitute an offer to sell or a solicitation of an offer to buy
    any security in any jurisdiction to any person to whom it is
    unlawful to make such offer or solicitation in such
    jurisdiction.  Neither the delivery of this Prospectus nor any
    sale made hereunder shall under any circumstances imply that
    there has been no change in the affairs of the Company since the
    date hereof or that the information contained herein or
    incorporated by reference herein is correct as of any time
    subsequent to its date.
                                            

                            TABLE OF CONTENTS

                                                                 Page

    Available Information . . . . . . . . . . . . . . . . . . .     2
    Incorporation of Certain Documents by Reference . . . . . .     2
    The Company                                                     3
    Use of Proceeds . . . . . . . . . . . . . . . . . . . . .       4
    Summary of Plan Features  . . . . . . . . . . . . . . . .       4
    The Plan  . . . . . . . . . . . . . . . . . . . . . . . .       5
      Purpose . . . . . . . . . . . . . . . . . . . . . . . .       5
      Plan Administration . . . . . . . . . . . . . . . . . .       5
      Enrollment Procedures . . . . . . . . . . . . . . . . .       6
      Transfer of Shares from Street Name . . . . . . . . . .       7
      Initial Investments and Optional Cash
        Investments . . . . . . . . . . . . . . . . . . . . .       7
      Methods of Investment . . . . . . . . . . . . . . . . .       8
      Dividend Reinvestment Options . . . . . . . . . . . . .       9
      Purchase of Common Stock  . . . . . . . . . . . . . .        10
      Price to Participants . . . . . . . . . . . . . . . .        11
      Sale of Common Stock  . . . . . . . . . . . . . . . .        11
      Custody of Stock and Issuance of
        Stock Certificates  . . . . . . . . . . . . . . . .        12
      Share Safekeeping . . . . . . . . . . . . . . . . . .        12
      Gift/Transfer of Shares Held in the Plan  . . . . . .        12
      Withdrawal and Termination  . . . . . . . . . . . . .        13
    Stock Splits, Stock Dividends
        and Rights Offerings  . . . . . . . . . . . . . . .        13
      Voting Rights . . . . . . . . . . . . . . . . . . . .        14
      Statements and Reports  . . . . . . . . . . . . . . .        14
      No Right to Draw Against Account  . . . . . . . . . .        14
      Duties and Responsibilities . . . . . . . . . . . . .        14
      Change or Termination of the Plan . . . . . . . . . .        15
      Termination of an Account by the Company  . . . . . .        15
      Interpretation of the Plan  . . . . . . . . . . . . .        15
      Governing Law . . . . . . . . . . . . . . . . . . . .        15
    Federal Income Tax Considerations . . . . . . . . . . .        15
      General Considerations  . . . . . . . . . . . . . . .        16
      Tax Withholding . . . . . . . . . . . . . . . . . . .        17
    Rights to Purchase Common Stock . . . . . . . . . . . .        17
    Legal Matters . . . . . . . . . . . . . . . . . . . . .        18
    Experts . . . . . . . . . . . . . . . . . . . . . . . .        18



                           WPL Holdings, Inc.
                              to be renamed
                      Interstate Energy Corporation



                            SHAREOWNER DIRECT
                                  PLAN


                                                    

                               PROSPECTUS
                                                    



                              May 14, 1997


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