WPL HOLDINGS INC
S-3, 1997-05-07
ELECTRIC & OTHER SERVICES COMBINED
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                                                  Registration No. 333-  

                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C.  20549
                                ________________

                                    FORM S-3
                             REGISTRATION STATEMENT
                                      Under
                           THE SECURITIES ACT OF 1933
                                 ______________

                               WPL Holdings, Inc.
             (Exact name of registrant as specified in its charter)

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

                           222 West Washington Avenue
                            Madison, Wisconsin  53703
                                 (608) 252-3311
    (Address, including zip code, and telephone number, including area code,
                  of registrant's principal executive offices)
                         ______________________________

                Edward M. Gleason                      with a copy to:
     Vice President, Treasurer and Corporate
                    Secretary                      Benjamin F. Garmer, III
                WPL Holdings, Inc.                     Foley & Lardner
            222 West Washington Avenue            777 East Wisconsin Avenue
            Madison, Wisconsin  53703            Milwaukee, Wisconsin  53202
                  (608) 252-3311                       (414) 271-2400
     (Name, address, including zip code, and
         telephone number, including area
           code, of agent for service)
                         ______________________________

        Approximate date of commencement of proposed sale to the public: 
   From time to time after this Registration Statement becomes effective.
                            ________________________

        If the only securities being registered on this Form are being
   offered pursuant to dividend or interest reinvestment plans, please check
   the following box. [_]

        If any of the securities being registered on this Form are to be
   offered on a delayed or continuous basis pursuant to Rule 415 under the
   Securities Act of 1933, other than securities offered only in connection
   with dividend or interest reinvestment plans, please check the following
   box. [X]

        If this Form is filed to register additional securities for an
   offering pursuant to Rule 462(b) under the Securities Act, please check
   the following box and list the Securities Act registration statement
   number of the earlier effective registration statement for the same
   offering.  [_]

        If this Form is a post-effective amendment filed pursuant to Rule
   462(c) of the Securities Act, check the following box and list the
   Securities Act registration statement number of the earlier effective
   registration statement for the same offering.  [_]

        If delivery of the prospectus is expected to be made pursuant to Rule
   434, please check the following box. [_]
                                _________________

                         CALCULATION OF REGISTRATION FEE

                                      Proposed
     Title of Each                     Maximum      Proposed
        Class of                      Offering       Maximum
       Securities        Amount         Price       Aggregate     Amount of
         to be           to be        Per Unit      Offering      Registra-
       Registered    Registered(1)       (2)        Price (2)     tion Fee

    Common Stock,
    $.01 par value,
    with attached      6,500,000
    Common Stock       shares and
    Purchase Rights      rights        $27.625    $179,562,500     $54,413

    (1) Each share of WPL Holdings, Inc. Common Stock issued will have
        attached thereto one Common Stock Purchase Right.  This Registration
        Statement also relates to 501,017 shares of WPL Holdings, Inc. Common
        Stock previously registered (Registration No. 33-21482) under the
        Securities Act of 1933 and for which a registration fee of $2,211 has
        previously been paid.
    (2) Estimated pursuant to Rule 457(c) under the Securities Act of 1933
        solely for the purpose of calculating the registration fee based on
        the average of the high and low prices for WPL Holdings, Inc. Common
        Stock on the New York Stock Exchange Composite Tape on May 5, 1997. 
        The value attributable to the Common Stock Purchase Rights is
        reflected in the price of the Common Stock.
                            ________________________

      Pursuant to Rule 429 under the Securities Act of 1933, the Prospectus
   which is a part of this Registration Statement includes all the
   information currently required in a prospectus relating to the securities
   covered by Registration Statement No. 33-21482 of WPL Holdings, Inc.  This
   Registration Statement also constitutes Post-Effective Amendment No. 2
   with respect to Registration Statement No. 33-21482 and such post-
   effective amendment shall hereafter become effective concurrently with the
   effectiveness of this Registration Statement in accordance with Section
   8(c) of the Securities Act of 1933.
                            ________________________

        The Registrant hereby amends this Registration Statement on such date
   or dates as may be necessary to delay its effective date until the
   Registrant shall file a further amendment which specifically states that
   this Registration Statement shall thereafter become effective in
   accordance with Section 8(a) of the Securities Act of 1933 or until this
   Registration Statement shall become effective on such date as the
   Commission, acting pursuant to said Section 8(a), may determine.

   <PAGE>

   PROSPECTUS

                               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 ____________________ __, 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
    Reinvestment  -      your 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
                                                   













                                             , 1997

   <PAGE>

                                     PART II

                     INFORMATION NOT REQUIRED IN PROSPECTUS

   Item 14.    Other Expenses of Issuance and Distribution. 

          The expenses to be paid by the Registrant in connection with the
   issuance and distribution of the securities being registered hereby are,
   subject to future contingencies, estimated to be as follows:

    Securities and Exchange Commission                 $  54,413
      registration fee  . . . . . . . . . . . .
    NYSE Listing fee  . . . . . . . . . . . . .           22,750
    Accounting fees and expenses  . . . . . . .            6,000
    Legal fees and expenses . . . . . . . . . .           15,000
    Printing expenses . . . . . . . . . . . . .            7,000
    Miscellaneous expenses  . . . . . . . . . .            4,837
                                                         -------
     Total  . . . . . . . . . . . . . . . . . .         $110,000
                                                         =======


   Item 15.    Indemnification of Directors and Officers.

          Pursuant to the provisions of the Wisconsin Business Corporation
   Law and the Registrant's Bylaws, directors and officers of the Registrant
   are entitled to mandatory indemnification from the Registrant against
   certain liabilities and expenses (i) to the extent such officers or
   directors are successful in the defense of a proceeding; and (ii) in
   proceedings in which the director or officer is not successful in defense
   thereof, unless it is determined that the director or officer breached or
   failed to perform his or her duties to the Registrant and such breach or
   failure constituted:  (a) a willful failure to deal fairly with the
   Registrant or its shareholders in connection with a matter in which the
   director or officer had a material conflict of interest; (b) a violation
   of criminal law unless the director or officer had a reasonable cause to
   believe his or her conduct was lawful or had no reasonable cause to
   believe his or her conduct was unlawful; (c) a transaction from which the
   director or officer derived an improper personal profit; or (d) willful
   misconduct.  It should be noted that the Wisconsin Business Corporation
   Law specifically states that it is the public policy of Wisconsin to
   require or permit indemnification, allowance of expenses and insurance in
   connection with a proceeding involving securities regulation, as described
   therein, to the extent required or permitted as described above. 
   Additionally, under the Wisconsin Business Corporation Law, directors of
   the Registrant are not subject to personal liability to the Registrant,
   its shareholders or any person asserting rights on behalf thereof for
   certain breaches or failures to perform any duty resulting solely from
   their status as directors, except in circumstances paralleling those
   outlined in (a) through (d) above.

          Expenses for the defense of any action for which indemnification
   may be available may be advanced by the Registrant under certain
   circumstances.

          The indemnification provided by the Wisconsin Business Corporation
   Law and the Registrant's Bylaws is not exclusive of any other rights to
   which a director or officer of the Registrant may be entitled.  The
   general effect of the foregoing provisions may be to reduce the
   circumstances which an officer or director may be required to bear the
   economic burden of the foregoing liabilities and expense.

          The Registrant maintains a liability insurance policy for its
   directors and officers as permitted by Wisconsin law which may extend to,
   among other things, liability arising under the Securities Act of 1933.


   Item 16.    Exhibits.

          The exhibits listed in the accompanying Exhibit Index are filed
   (except where otherwise indicated) as part of this Registration Statement.

   Item 17.    Undertakings. 

          (a)  The undersigned Registrant hereby undertakes:

          (1)  To file, during any period in which offers or sales are
     being made, a post-effective amendment to this Registration Statement:

               (i)  To include any prospectus required by Section 10(a)(3)
          of the Securities Act of 1933;

               (ii) To reflect in the prospectus any facts or events
          arising after the effective date of the Registration Statement
          (or the most recent post-effective amendment thereof) which,
          individually or in the aggregate, represent a fundamental change
          in the information set forth in the Registration Statement. 
          Notwithstanding  the foregoing, any increase or decrease in
          volume of securities offered (if the total dollar value of
          securities offered would not exceed that which was registered)
          and any deviation from the low or high end of the estimated
          maximum offering range may be reflected in the form of prospectus
          filed with the Commission pursuant to Rule 424(b) if, in the
          aggregate, the changes in volume and price represent no more than
          a 20% change in the maximum aggregate offering price set forth in
          the "Calculation of Registration Fee" table in the effective
          Registration Statement;

               (iii)     To include any material information with respect
          to the plan of distribution not previously disclosed in the
          Registration Statement or any material change to such information
          in the Registration Statement;

   Provided, however, that paragraphs (a)(1)(i) and (a)(1)(ii) do not apply
   if the information required to be included in a post-effective amendment
   by those paragraphs is contained in periodic reports filed by the
   Registrant pursuant to Section 13 or Section 15(d) of the Securities
   Exchange Act of 1934 that are incorporated by reference in the
   Registration Statement.

          (2)  That, for the purpose of determining any liability under the
     Securities Act of 1933, each such post-effective amendment shall be
     deemed to be a new Registration Statement relating to the securities
     offered therein, and the offering of such securities at that time
     shall be deemed to be the initial bona fide offering thereof.

          (3)  To remove from registration by means of a post-effective
     amendment any of the securities being registered which remain unsold
     at the termination of the offering.

          (b)  The undersigned Registrant hereby undertakes that, for
   purposes of determining any liability under the Securities Act of 1933,
   each filing of the Registrant's annual report pursuant to Section 13(a) or
   Section 15(d) of the Securities Exchange Act of 1934 that is incorporated
   by reference in the Registration Statement shall be deemed to be a new
   Registration Statement relating to the securities offered therein, and the
   offering of such securities at that time shall be deemed to be the initial
   bona fide offering thereof.

          (c)  The undersigned Registrant hereby undertakes that:

          (1)  For purposes of determining any liability under the
     Securities Act of 1933, the information omitted from the form of
     prospectus filed as part of this Registration Statement in reliance
     upon Rule 430A and contained in a form of prospectus filed by the
     Registrant pursuant to Rule 424(b)(1) or (4) or 497(h) under the
     Securities Act shall be deemed to be part of this Registration
     Statement as of the time it was declared effective.

          (2)  For the purpose of determining any liability under the
     Securities Act of 1933, each post-effective amendment that contains a
     form of prospectus shall be deemed to be a new Registration Statement
     relating to the securities offered therein, and the offering of such
     securities at that time shall be deemed to be the initial bona fide
     offering thereof.

          (d)  Insofar as indemnification for liabilities arising under the
   Securities Act of 1933 may be permitted to directors, officers and
   controlling persons of the Registrant pursuant to the foregoing
   provisions, or otherwise, the Registrant has been advised that in the
   opinion of the Securities and Exchange Commission such indemnification is
   against public policy as expressed in the Act and is, therefore,
   unenforceable.  In the event that a claim for indemnification against such
   liabilities (other than the payment by the Registrant of expenses incurred
   or paid by a director, officer or controlling person of the Registrant in
   the successful defense of any action, suit or proceeding) is asserted by
   such director, officer or controlling person in connection with the
   securities being registered, the Registrant will, unless in the opinion of
   its counsel the matter has been settled by controlling precedent, submit
   to a court of appropriate jurisdiction the question whether such
   indemnification by it is against public policy as expressed in the Act and
   will be governed by the final adjudication of such issue.

   <PAGE>
                                   SIGNATURES

             Pursuant to the requirements of the Securities Act of 1933, the
   Registrant certifies that it has reasonable grounds to believe that it
   meets all of the requirements for filing on Form S-3 and has duly caused
   this Registration Statement to be signed on its behalf by the undersigned,
   thereunto duly authorized, in the City of Madison, State of Wisconsin, on
   May 7, 1997.

                                      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 Act of 1933, this
   Registration Statement has been signed below by the following persons in
   the capacities and on the dates indicated.


         Signature                 Title                  Date



   /s/ Erroll B. Davis, Jr.  President, Chief Executive    May 7, 1997
   Erroll B. Davis, Jr.      Officer and Director
                             (Principal Executive Officer)

   /s/ Edward M. Gleason     Vice President, Treasurer     May 7, 1997
   Edward M. Gleason         and Corporate Secretary
                             (Principal Financial and
                             Accounting Officer)

   L. David Carley*                Director                May 7, 1997

   Rockne G. Flowers*              Director                May 7, 1997

   Donald R. Haldeman*             Director                May 7, 1997

   Katharine C. Lyall*             Director                May 7, 1997

   Arnold M. Nemirow*              Director                May 7, 1997

   Milton E. Neshek*               Director                May 7, 1997

   Henry C. Prange*                Director                May 7, 1997

   Judith D. Pyle*                 Director                May 7, 1997

   Carol T. Toussaint*             Director                May 7, 1997


   *By:      /s/ Erroll B. Davis, Jr.
             Erroll B. Davis, Jr.
             Attorney-in-Fact

   <PAGE>
                                 EXHIBIT INDEX 

    Exhibit
    Number                     Document Description


    (2.1)       Agreement and Plan of Merger, dated as of November 10,
                1995, as amended, by and among WPL Holdings, Inc., IES
                Industries Inc., Interstate Power Company, WPLH
                Acquisition Co. and Interstate Power Company. 
                [Incorporated by reference to Annex A in the Joint
                Registration Statement on Form S-4 (Registration No. 333-
                07931) of WPL Holdings, Inc. and Interstate Power Company
                (WI)]

    (2.2)       Amendment No. 2 to Agreement and Plan of Merger, dated as
                of August 16, 1996, by and among WPL Holdings, Inc., IES
                Industries Inc., Interstate Power Company, WPLH
                Acquisition Co. and Interstate Power Company. 
                [Incorporated by reference to Annex I in the Joint
                Registration Statement on Form S - 4 (Registration No.
                333-10401) of WPL Holdings, Inc. and Interstate Power
                Company (WI)]

    (2.3)       Option Grantor/Option Holder Stock Option and Trigger
                Payment Agreement, dated as of November 10, 1995, as
                amended, by and among WPL Holdings, Inc. and IES
                Industries Inc.  [Incorporated by reference to Annex B in
                the Joint Registration Statement on Form S-4
                (Registration No. 333-07931) of WPL Holdings, Inc. and
                Interstate Power Company (WI)]

    (2.4)       Option Grantor/Option Holder Stock Option and Trigger
                Payment Agreement, dated as of November 10, 1995, as
                amended, by and among WPL Holdings, Inc. and Interstate
                Power Company (DE).  [Incorporated by reference to Annex
                C in the Joint Registration Statement on Form S-4
                (Registration No. 333-07931) of WPL Holdings, Inc. and
                Interstate Power Company (WI)]

    (2.5)       Option Grantor/Option Holder Stock Option and Trigger
                Payment Agreement, dated as of November 10, 1995, as
                amended, by and among IES Industries Inc. and WPL
                Holdings, Inc.  [Incorporated by reference to Annex D in
                the Joint Registration Statement on Form S-4
                (Registration No. 333-07931) of WPL Holdings, Inc. and
                Interstate Power Company (WI)]

    (2.6)       Option Grantor/Option Holder Stock Option and Trigger
                Payment Agreement, dated as of November 10, 1995, as
                amended, by and among IES Industries Inc. and Interstate
                Power Company (DE).  [Incorporated by reference to Annex
                E in the Joint Registration Statement on Form S-4
                (Registration No. 333-07931) of WPL Holdings, Inc. and
                Interstate Power Company (WI)]

    (2.7)       Option Grantor/Option Holder Stock Option and Trigger
                Payment Agreement, dated as of November 10, 1995, as
                amended, by and among Interstate Power Company (DE) and
                WPL Holdings, Inc.  [Incorporated by reference to Annex F
                in the Joint Registration Statement on Form S-4
                (Registration No. 333-07931) of WPL Holdings, Inc. and
                Interstate Power Company (WI)]

    (2.8)       Option Grantor/Option Holder Stock Option and Trigger
                Payment Agreement, dated as of November 10, 1995, as
                amended, by and among Interstate Power Company (DE) and
                IES Industries Inc.  [Incorporated by reference to Annex
                G in the Joint Registration Statement on Form S-4
                (Registration No. 333-07931) of WPL Holdings, Inc. and
                Interstate Power Company (WI)]

    (4.1)       Restated Articles of Incorporation of WPL Holdings, Inc.
                [Incorporated by reference to Exhibit (4.1) to WPL
                Holdings, Inc. Form S-3 Registration Statement
                (Registration No. 33-59972)]

    (4.2)       Form of Articles of Amendment to the Restated Articles of
                Incorporation of WPL Holdings, Inc. providing for an
                increase in the number of authorized shares of common
                stock from 100,000,000 to 200,000,000.  [Incorporated by
                reference to Exhibit (4.2) to the Joint Registration
                Statement on Form S-4 (Registration No. 333-07931) of WPL
                Holdings, Inc. and Interstate Power Company (WI)]

    (4.3)       Bylaws of WPL Holdings, Inc., as amended.  [Incorporated
                by reference to Exhibit (3B) to WPL Holdings, Inc.'s
                Quarterly Report on Form 10-Q for the quarter ended
                June 30, 1996]

    (4.4)       Rights Agreement, dated as of February 22, 1989, between
                WPL Holdings, Inc. and Morgan Shareholder Services Trust
                Company.  [Incorporated by reference to Exhibit 4 to WPL
                Holdings, Inc.'s Current Report on Form 8-K, dated
                February 27, 1989]

    (4.5)       WPL Holdings, Inc. Shareowner Direct Plan.  [Terms and
                conditions of this Plan are set forth in the Prospectus
                contained in this Registration Statement.]

    (4.6)       Authorization Form for use in connection with the WPL
                Holdings, Inc. Shareowner Direct Plan.

    (5)         Opinion of Foley & Lardner as to the legality of the
                shares being registered (including consent of counsel).

    (23.1)      Consent of Arthur Andersen LLP, WPL Holding, Inc.'s
                independent accountants.

    (23.2)      Consent of Arthur Andersen LLP, IES Industries Inc.'s
                independent accountants.

    (23.3)      Consent of Deloitte & Touche LLP, Interstate Power
                Company's (DE) independent auditors.

    (23.4)      Consent of Foley & Lardner (included as part of Exhibit
                (5) hereto).

    (24)        Powers of attorney.



                                                                EXHIBIT (4.6)

   WPLH

                    SHAREOWNER DIRECT PLAN AUTHORIZATION FORM


   Please complete all applicable sections, sign and return to:
   WPL HOLDINGS, INC.
   SHAREOWNER SERVICES
   PO BOX 2568
   MADISON, WI 53701-2568

   If you have any questions, please call:
   1-800-356-5343
                                                                             
   I.   INITIAL INVESTMENT OR CURRENT ACCOUNT INFORMATION                    

   [  ] As an initial investment in the WPL Holdings Inc. Shareowner Direct
        Plan, enclosed is a check or money order for $____________ (not less
        than $250.00) payable to WPL Holdings, Inc. (Payment must reach us by
        the 15th of the month)

   [  ] I am currently a Plan Participant.  Please take the action requested
        in Section II, IV, V or VI.  My account number is
        ___________________.

   Please provide registration information if you are unsure of your account
   number or the information is not provided above:

   ACCOUNT REGISTRATION:(See guidelines below)  SOCIAL SECURITY NUMBER OR
                                                TAXPAYER IDENTIFICATION
                                                   NUMBER:
                                                                             
                            


   ACCOUNT ADDRESS:                             DAYTIME PHONE:
                                                                             
                            
                            


   GUIDELINES FOR ACCOUNT REGISTRATION:
   Joint Accounts - will be presumed to be Joint Tenants with Right of
   Survivorship (Jt Ten) unless restricted by applicable law or otherwise
   indicated.  The Social Security number of the first owner listed should be
   provided.

   Custodial (for minors) - a minor is the beneficial owner of the account,
   with an adult custodian managing the account until the minor becomes of
   age, as specified in the Uniform Gift/Transfers to Minors Act in the
   minors state of residence.  Only one custodian and one minor per account
   (ie Jane S Doe Cust Ryan W Doe, UTMA Wisconsin).  Provide the address of
   the custodian but the minors social security number.

   Trust - Account is established in accordance with the provisions of a
   trust agreement.  Please provide name(s) of Trustee(s), date of trust and
   exact title of trust (i.e. John R Doe TTEE of the Doe Trust dated 5/5/95).

                                                                             
   II.  OPTIONAL INVESTMENT                                                  

   [  ] I am currently a Plan Participant, please purchase additional shares
        of common stock in accordance with the terms and conditions of the
        Shareowner Direct Plan.  (Payment must reach us by the 15th of the
        month)

        Attached is a check or money order for $____________ payable to WPL
   Holdings, Inc.

   --------------------------------------------------------------------------
   -------------------------------------------------------------------------
                                                                             
   III. TAXPAYER IDENTIFICATION Form W-9                                     

   Taxpayer Identification Number:                 (Please provide the
   correct Taxpayer identification number)  

   Is this your _____ Social Security Number or _____ Taxpayer Identification
   Number?

   FOR OFFICE USE ONLY
   ACCOUNT REGISTRATION AND NUMBER




   Certification:  Under penalties of perjury, I certify that:
   (1)  The number shown on this form is my correct taxpayer identification
        number (or I am waiting for a number to be issued to me) and

   (2)  I am not subject to backup withholding because I am exempt from
        backup withholding, or I have not been notified by the IRS that I am
        subject to backup withholding as a result of a failure to report all
        interest or dividends, or the IRS has notified me that I am no longer
        subject to backup withholding (cross out item 2 if you are subject to
        backup withholding.)

   Signature of Taxpayer                                       Date          

   Print name of Taxpayer                                 




                         [REVERSE OF AUTHORIZATION FORM]

                                                                             
   IV.  PLAN PARTICIPATION                                                   

   Check below the option in which you wish to enroll.  Your choice will
   apply to both the certificated and Shareowner Direct Plan shares.  If no
   participation is indicated, the account will be enrolled in Full Dividend
   Reinvestment.  Note:  WPL Holdings common stock dividends will reinvest in
   WPL Holdings common stock.

   [  ] FULL REINVESTMENT:  Reinvest all dividends payable on all shares.

   [  ] NO REINVESTMENT:  Send cash dividends on all shares.

   [  ] PARTIAL REINVESTMENT

             [  ] Send cash dividends on ______ shares and reinvest dividends
   on remaining shares.
                                                                             
   V.   AUTOMATIC STOCK PURCHASE                                             

   [  ] AUTOMATIC STOCK PURCHASE:  This option allows you to have money
        transferred from your checking account to your Shareowner Direct Plan
        account automatically on the 10th of each month.

   I authorize WPL Holdings, Inc. to credit my Shareowner Direct Plan account
   by withdrawing $_____________ on the 10th of each month from my checking
   account shown below.  If this date falls on a weekend or holiday, the
   withdrawal will be made on the next business morning.  (NOTE:  Please
   attach a voided blank check.)  This authorization will remain in effect
   until it is changed or cancelled by telephone notification or written
   request.

   Bank Name:                        Bank Phone Number
                                     (including area code):    
                                                                

   Bank Transit/Routing Number:                 Bank Account Number:         

                                                                             
   VI.  SAFEKEEPING                                                          

   [  ] I wish to deposit the common stock certificates listed below into the
        safekeeping option of Shareowner Direct Plan.  I understand that the
        certificates enclosed will be credited to my Shareowner Direct Plan
        account and subject to the reinvestment participation election made
        above.  We suggest you send your certificates certified mail insured
        for 2% of the value.  Do not endorse the back of these certificates.

   Certificate Number    Shares       Certificate Number       Shares

   __________________    _______      __________________       _______

   __________________    _______      __________________       _______

   __________________    _______      __________________       _______

                                                                             
   VII. ELECTRONIC DEPOSIT OF YOUR DIVIDENDS                                 

   [  ] ELECTRONIC DEPOSIT:  This option allows you to have your dividends
        deposited directly into your checking or savings account at your
        bank, savings and loan institution or credit union.

   I authorize WPL Holdings, Inc. to deposit to my account as indicated below
   the dividend amount I am due with the same effect as if a check had been
   delivered to me for such account.  I also authorize the financial
   institution indicated below to credit the same to such account.  Such an
   over deposit be made, WPL Holdings, Inc. and the financial institution are
   authorized to debit such account for correction.  This authorization will
   remain in effect until it is changed or cancelled by telephone
   notification.  (Note:  Please attach a voided blank check)

   Bank Name:                         Bank Phone Number
                                      (including area code):
                                                                    

   Bank Transit/Routing Number:                 Bank Account Number:         

                                                                             
   VIII.     SIGNATURES                                                      

   By signing this form, I certify that I have received the prospectus
   describing the WPL Holdings, Inc. Shareowner Direct Plan.  I understand
   that I may revoke this authorization at any time by written notice to WPL
   Holdings, Inc.

   Signature:                                        Date:                   

   Signature:                                        Date:                   



                     IMPORTANT TAX DOCUMENT ON REVERSE SIDE



                                                                  EXHIBIT (5)
                                 FOLEY & LARDNER
                          A T T O R N E Y S  A T  L A W



                                 FIRSTAR CENTER
                            777 EAST WISCONSIN AVENUE
                         MILWAUKEE, WISCONSIN 53202-5367

                                                         A MEMBER OF GLOBALEX
                                                       WITH MEMBER OFFICES IN

   MADISON                                                             BERLIN
   CHICAGO                  TELEPHONE (414) 271-2400                 BRUSSELS
   WASHINGTON, D.C.                                                   DRESDEN
   JACKSONVILLE                   TELEX 26-819                      FRANKFURT
   ORLANDO                                                             LONDON
   TALLAHASSEE                  (FOLEY LARD MIL)                        PARIS
   TAMPA                                                            SINGAPORE
   WEST PALM BEACH          FACSIMILE (414) 297-4900                STUTTGART
                                                                       TAIPEI
                              WRITER'S DIRECT LINE


                                   May 7, 1997



   WPL Holdings, Inc.
   222 West Washington Avenue
   Madison, Wisconsin  53703

   Ladies and Gentlemen:

             We have acted as counsel for WPL Holdings, Inc., a Wisconsin
   corporation (the "Company"), with respect to the preparation of a
   Registration Statement on Form S-3 (the "Registration Statement"),
   including the prospectus constituting a part thereof (the "Prospectus"),
   to be filed by the Company with the Securities and Exchange Commission
   (the "Commission") under the Securities Act of 1933, as amended (the
   "Securities Act"), relating to 6,500,000 shares of the Company's common
   stock, $.01 par value ("Common Stock"), and the associated rights to
   purchase shares of Common Stock accompanying each share of Common Stock
   (the "Rights"), which may be issued by the Company pursuant to the WPL
   Holdings, Inc. Shareowner Direct Plan (the "Plan").  The terms of the
   Rights are as set forth in that certain Rights Agreement, dated as of
   February 22, 1989, by and between the Company and Morgan Shareholder
   Services Trust Company (the "Rights Agreement").

             In connection with our representation, we have examined:  (a)
   the Plan; (b) the Registration Statement, including the Prospectus; (c)
   the Restated Articles of Incorporation and Bylaws of the Company, as
   amended to date; (d) the Rights Agreement; (e) resolutions of the
   Company's Board of Directors relating to the Plan and the issuance of
   securities thereunder; and (f) such other proceedings, documents and
   records as we have deemed necessary to enable us to render this opinion.

             Based on the foregoing, we are of the opinion that:

             1.   The Company is a corporation validly existing under the
   laws of the State of Wisconsin.

             2.   It is presently contemplated that the shares of Common
   Stock to be acquired under the Plan will either be purchased in the open
   market, acquired in privately negotiated transactions or purchased
   directly from the Company.  To the extent the shares of Common Stock to be
   acquired under the Plan shall constitute shares newly issued by and
   purchased directly from the Company, such shares of Common Stock, when
   issued pursuant to the terms and conditions of the Plan, and as
   contemplated in the Registration Statement and Prospectus, will be validly
   issued, fully paid and nonassessable, except with respect to wage claims 
   of, or other debts owing to, employees of the Company for services 
   performed, but not exceeding six months service in any one case, as 
   provided in Section 180.0622(2)(b) of the Wisconsin Business Corporation 
   Law and as such section may be interpreted by a court of law.

             3.   The Rights when issued pursuant to the terms of the Rights
   Agreement will be validly issued.

             We consent to the use of this opinion as an exhibit to the
   Registration Statement and to the references to our firm therein.  In
   giving our consent, we do not admit that we are "experts" within the
   meaning of Section 11 of the Securities Act or within the category of
   persons whose consent is required by Section 7 of the Securities Act.

                                      Very truly yours,

                                      FOLEY & LARDNER
                                      


                                                               EXHIBIT (23.1)



                    Consent of Independent Public Accountants

   As independent public accountants, we hereby consent to the incorporation
   by reference in this registration statement of our reports dated January
   30, 1997 included in the WPL Holdings, Inc. Form 10-K for the year ended
   December 31, 1996 and to all references to our firm included in this
   registration statement.



                                      ARTHUR ANDERSEN LLP

   Milwaukee, Wisconsin
   May 7, 1997




                                                               EXHIBIT (23.2)





                    Consent of Independent Public Accountants


   As independent public accountants, we hereby consent to the incorporation
   by reference in this registration statement of our report dated
   January 31, 1997 included in the IES Industries Inc. Form 10-K for the
   year ended December 31, 1996 and to all references to our firm included in
   this registration statement.



                                      ARTHUR ANDERSEN LLP



   Chicago, Illinois,
   May 7, 1997




                                                               EXHIBIT (23.3)


   CONSENT OF INDEPENDENT AUDITORS 


   We consent to the incorporation by reference in this Registration
   Statement of WPL Holdings, Inc. on Form S-3 of our reports dated
   January 30, 1997, appearing in and incorporated by reference in the Annual
   Report on Form 10-K of Interstate Power Company, a Delaware corporation,
   for the year ended December 31, 1996, as amended by the Form 10-K/A filed
   on March 26, 1997, and to the reference to us under the heading "Experts"
   in the Prospectus, which is part of this Registration Statement.



                                      Deloitte & Touche LLP




   May 5, 1997
   Davenport, Iowa




                                                                 EXHIBIT (24)

                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                                 L. David Carley

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.

                                          /s/ L. David Carley 
                                      L. David Carley

   <PAGE>
                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                                Rockne G. Flowers

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.

                                          /s/ Rockne G. Flowers
                                      Rockne G. Flowers

   <PAGE>

                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                               Donald R. Haldeman

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.

                                          /s/ Donald R. Haldeman
                                      Donald R. Haldeman

   <PAGE>
                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                               Katharine C. Lyall

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.


                                          /s/ Katharine C. Lyall
                                      Katharine C. Lyall

   <PAGE>
                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                                Arnold M. Nemirow

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.

                                          /s/ Arnold M. Nemirow
                                      Arnold M. Nemirow

   <PAGE>
                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                                Milton E. Neshek

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.

                                          /s/ Milton E. Neshek
                                      Milton E. Neshek

   <PAGE>
                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                                 Henry C. Prange

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.

                                          /s/ Henry C. Prange 
                                      Henry C. Prange

   <PAGE>
                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                                 Judith D. Pyle

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.


                                          /s/ Judith D. Pyle  
                                      Judith D. Pyle

   <PAGE>
                                POWER OF ATTORNEY


                   KNOW ALL PERSONS BY THESE PRESENTS, That I

                               Carol T. Toussaint

   hereby constitute and appoint Erroll B. Davis, Jr. and Edward M. Gleason,
   and each of them individually, my true and lawful attorneys-in-fact and
   agents, with full power of substitution and re-substitution, for me and in
   my name, place and stead, in any and all capacities, to sign my name as a
   director of WPL Holdings, Inc. (the "Company") to the Registration
   Statement on Form S-3, and any amendments (including post-effective
   amendments) or supplements thereto, relating to a public offering of
   shares of Common Stock (and the associated Common Stock Purchase Rights)
   to be issued by the Company in connection with the Company's new dividend
   reinvestment and stock purchase plan, and to file said Registration
   Statement, with all exhibits thereto, and other documents in connection
   therewith, and any amendment (including any post-effective amendment) or
   supplement thereto, with the Securities and Exchange Commission in
   connection with the registration of said shares of Common Stock (and the
   associated Common Stock Purchase Rights) under the Securities Act of 1933,
   as amended.

        I hereby ratify and confirm all that said attorneys-in-fact and
   agents, or each of them, or their or his substitute or substitutes, have
   done or shall lawfully do by virtue of this Power of Attorney.

             WITNESS my hand this 6th day of May, 1997.

                                          /s/ Carol T. Toussaint
                                      Carol T. Toussaint



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