PAGES INC /OH/
10-Q, 1996-08-13
MISCELLANEOUS NONDURABLE GOODS
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<TABLE> <S> <C>

<ARTICLE> 5
       
<S>                             <C>
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-END>                               JUN-30-1996
<CASH>                                         212,679
<SECURITIES>                                         0
<RECEIVABLES>                                4,005,776
<ALLOWANCES>                                   393,000
<INVENTORY>                                 16,339,963
<CURRENT-ASSETS>                            22,014,673
<PP&E>                                       8,651,225
<DEPRECIATION>                               2,258,571
<TOTAL-ASSETS>                              35,271,061
<CURRENT-LIABILITIES>                       21,341,391
<BONDS>                                      1,177,900
                                0
                                          0
<COMMON>                                        57,609
<OTHER-SE>                                  12,694,161
<TOTAL-LIABILITY-AND-EQUITY>                35,271,061
<SALES>                                     26,035,362
<TOTAL-REVENUES>                            26,035,062
<CGS>                                       15,636,717
<TOTAL-COSTS>                               15,636,717
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                             553,478
<INCOME-PRETAX>                              1,423,745
<INCOME-TAX>                                         0
<INCOME-CONTINUING>                          1,423,745
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                 1,423,745
<EPS-PRIMARY>                                     0.25
<EPS-DILUTED>                                     0.25
        

</TABLE>


                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C.  20549

                                    FORM 10-Q

(Mark One)
[ X ]   QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15 (d)
             OF THE SECURITIES EXCHANGE ACT OF 1934

     For Quarterly Period Ended June 30, 1996

                                       OR

[   ]   TRANSITION REPORT PURSUANT TO SECTION 13 OR 15 (d)
             OF THE SECURITIES EXCHANGE ACT OF 1934

Commission File Number 0-10475

                                   PAGES, INC.

         Incorporated - Delaware    I.R.S. Identification No. 34-1297143
                                        
              801 94th Avenue North, St. Petersburg, Florida  33702
                                        
                  Registrant's Telephone Number (813) 578-3300


Indicate by check mark whether the registrant (1) has filed all reports required
to  be  filed  by Section 13 or 15 (d) of the Securities Exchange  Act  of  1934
during  the  preceding 12 months (or for such shorter period that the registrant
was  required  to file such reports), and (2) has been subject  to  such  filing
requirements for the past 90 days.

YES    X       NO
     ----          ----

             APPLICABLE ONLY TO CORPORATE ISSUERS:

Indicate the number of shares outstanding of each of the issuer's classes of
common stock, as of latest practicable date: 5,462,153 common shares
outstanding, each with par value $0.01, as of August 9, 1996.
<PAGE>

                          PAGES, INC. AND SUBSIDIARIES
                           CONSOLIDATED BALANCE SHEETS
                       June 30, 1996 and December 31, 1995
                      -------------------------------------
                                                              
ASSETS                                                     1996            1995
                                                   ------------   -------------
  Current assets:                                             
    Cash                                           $    212,679    $    532,855
    Accounts  receivable, net of  allowance                  
     for doubtful accounts  of $393,000 and  
     $457,000, respectively                           3,612,776       9,931,548
    Inventory                                        16,339,963      27,840,561
    Prepaid expenses                                  1,849,255       2,229,829
                                                    -----------     -----------
       Total current assets                          22,014,673      40,534,793
                                                    -----------     -----------
                                                              
  Property and equipment:                                     
    Buildings                                         4,256,881       4,256,881
    Equipment                                         3,762,876       5,810,714
                                                    -----------     -----------
                                                      8,019,757      10,067,595
       Less accumulated depreciation                 (2,258,571)     (3,442,661)
                                                    -----------     -----------
                                                      5,761,186       6,624,934
  Land                                                  631,468         631,468
                                                    -----------     -----------
                                                              
      Total property and equipment, net               6,392,654       7,256,402
                                                    -----------     -----------
                                                              
  Other assets:                                               
     Cost  in excess of net assets acquired, net
      of accumulated amortization of $561,986 
      and  $479,075, respectively                     5,911,668       5,994,579
    Other                                               952,066       1,063,701
                                                    -----------     -----------
                                                      6,863,734       7,058,280
                                                    -----------     -----------
TOTAL ASSETS                                        $35,271,061     $54,849,475
                                                    ===========     ===========
                                        
                             See accompanying notes

<PAGE>

                          PAGES, INC. AND SUBSIDIARIES
                           CONSOLIDATED BALANCE SHEETS
                       June 30, 1996 and December 31, 1995

LIABILITIES AND STOCKHOLDERS' EQUITY                      1996            1995
                                                   -----------     -----------
    Current liabilities:                                          
      Accounts payable                           $   1,728,542    $  8,394,054
      Short-term debt obligations                    7,713,582       5,478,407
      Accrued liabilities                            2,163,795       2,417,940
      Accrued tax liabilities                        3,151,945       3,216,088
      Deferred revenue                               6,360,812       6,970,220
      Current maturities on long-term debt             158,676         157,145
        obligations
      Current maturities on capitalized lease           64,039         168,619
        obligations
                                                   -----------     -----------
          Total current liabilities                  21,341,391      26,802,473
                                                    -----------     -----------
    Long-term obligations                             1,177,900      17,373,403
                                                    -----------     -----------
                                                                 
   Stockholders' Equity:                                         
     Preferred shares: $.01 par value; authorized                   
        300,000 shares; none issued and outstanding
     Common shares: $.01 par value; authorized
        20,000,000 shares; issued 5,760,866 and
        5,474,556 shares, respectively                   57,609         54 ,746
      Capital in excess of stated value              23,037,103      22,760,194
      Foreign currency translation, net of tax              ---        (374,654)
      Accumulated deficit                           (10,101,819)    (11,525,564)
                                                     -----------     -----------
                                                     12,992,893      10,914,722
    Less 298,713 shares of common stock in                                 
       treasury, at cost                               (241,123)       (241,123)
                                                    -----------     -----------
           Total stockholders' equity                12,751,770      10,673,599
                                                    -----------     -----------
TOTAL LIABILITIES AND STOCKHOLDERS' EQUITY          $35,271,061     $54,849,475
                                                    ===========     ===========
                                        
                                        
                             See accompanying notes.

<PAGE>

                          PAGES, INC. AND SUBSIDIARIES
                      CONSOLIDATED STATEMENTS OF OPERATIONS
           For the three months and the six months ended June 30, 1996
           -----------------------------------------------------------
           and the three months and the six months ended June 30, 1995
           -----------------------------------------------------------
<TABLE>
<CAPTION>
                                                    Three Months                        Six Months
                                          -------------------------          -------------------------
                                                 1996          1995                 1996         1995
                                          -----------   -----------          -----------   -----------

<S>                                       <C>           <C>                  <C>           <C>
Revenues                                  $10,813,377   $16,571,657          $26,035,362   $35,485,534
                                          -----------   -----------          -----------   -----------
Costs and expenses:                                                
  Cost of goods sold                        6,534,097     9,876,028           15,636,717    21,088,887
  Selling, general and administrative       4,954,320     6,693,521           11,125,100    14,354,033
  Interest                                    185,332       504,949              553,478     1,060,423
  Depreciation and amortization               235,846       389,720              551,659       770,822
  Foreign exchange                                ---           (30)                 ---           (30)
Gain on sale of distribution channel              ---           ---           (3,255,337)          ---
                                          -----------   -----------          -----------   -----------
                                           11,909,595    17,464,188           24,611,617    37,274,135
                                          -----------   -----------          -----------   -----------
Income/(loss) from continuing                                      
  operations before income taxes           (1,096,218)     (892,531)           1,423,745    (1,788,601)
                                                                   
Benefit for income taxes                          ---       150,000                  ---       500,000
                                          -----------   -----------          -----------   -----------
Income/(loss) from continuing                                      
     operations                            (1,096,218)     (742,531)           1,423,745    (1,288,601)
Discontinued operations                           ---        43,398                  ---      (132,096)
                                          -----------   -----------          -----------   -----------
     NET INCOME/(LOSS)                    $(1,096,218) $   (699,133)         $ 1,423,745   $(1,420,697)
                                          ===========   ===========          ===========   ===========
Income/(loss) per common share:                                                        
  Income/(loss) from continuing
    operations                          $       (0.20)  $     (0.16)         $      0.25   $     (0.27)
  Discontinued operations                         ---          0.01                  ---         (0.03)
                                          -----------   -----------          -----------   -----------
Income/(loss) per common share          $       (0.20)  $     (0.15)         $      0.25    $    (0.30)
                                        =============   ===========          ===========   ===========
Weighted average common and common
  equivalent shares outstanding             5,436,000     4,806,000            5,786,000     4,797,000
                                        =============   ===========          ===========   ===========
</TABLE>                                        
                                        
                             See accompanying notes.
                                        
<PAGE>
                          PAGES, INC. AND SUBSIDIARIES
                      CONSOLIDATED STATEMENTS OF CASH FLOWS
                 For the six months ended June 30, 1996 and 1995
                 -----------------------------------------------
                                                           1996            1995
                                                    -----------     -----------
Cash flows from operating activities:                          
   Net income/(loss)                                $ 1,423,745    $ (1,420,697)
                                                    -----------     -----------
Adjustments to reconcile net income/(loss)                     
  to cash provided by operating activities:                   
   Depreciation and amortization                        551,659         770,822
   Deferred income taxes                                    ---        (500,000)
   Gain on sale of distribution channel              (3,255,337)            ---
   Foreign exchange                                         ---             (30)
Changes in assets and liabilities, net of effect
  of disposition in 1996 and acquisition in 1995                 
  by the children's literature segment::
 (Increase) decrease in assets:                                
   Accounts receivable                                5,592,615       7,926,179
   Inventory                                          5,031,801       4,047,148
   Prepaid expenses and other assets                   (281,031)       (165,479)
 Decrease in liabilities:                                      
   Accounts payable and accrued liabilities          (6,060,080)     (7,139,264)
   Deferred revenue                                    (609,408)       (574,501)
                                                    -----------     -----------
     Total adjustments                                  970,219       4,364,875
                                                    -----------     -----------
        Net cash provided by operating  activities    2,393,964       2,944,178
                                                    -----------     -----------
                                                               
Cash flows from investing activities:                          
  Proceeds from sale of property and equipment            8,031             300
  Payments for purchases of property and equipment     (338,827)       (258,288)
  Proceeds from disposition in children's 
    literature segment                               11,287,500             ---
  Payment for acquisition by children's
    literature segment                                      ---        (733,000)
                                                    -----------     -----------
  Cash provided by (used in) investing activities    10,956,704        (990,988)
                                                    -----------     -----------
                                                               
Cash flows from financing activities:                          
   Proceeds from issuance of stock                      279,772          49,016
   Proceeds from debt and lease obligations          29,151,543      33,408,254
   Principal payments on debt and lease 
     obligations                                    (43,087,616)    (35,709,120)
                                                    -----------     -----------
   Cash used in financing activities                (13,656,301)     (2,251,850)
                                                    -----------     -----------
Effect of exchange rate changes on cash                 (14,543)         (6,982)
                                                    -----------     -----------
   Decrease in cash                                    (320,176)       (305,642)
   Cash, beginning of period                            532,855         671,602
                                                    -----------     -----------
   Cash, end of period                             $    212,679   $     365,960
                                                   ============   =============

Supplemental disclosures of cash flow information:
  Cash paid for interest                           $    616,350    $  1,055,524
  Cash paid for taxes                              $          0    $          0
                                        
                                        
                             See accompanying notes.
                                        
<PAGE>

                                   PAGES, INC.
                   NOTES TO CONSOLIDATED FINANCIAL STATEMENTS

      The  accompanying consolidated financial statements have not been audited,
but  reflect all adjustments which, in the opinion of management, are  necessary
for  a  fair presentation of financial position, results of operations and  cash
flows  for  the periods presented after elimination of all material intercompany
accounts  and  transactions.  All adjustments are  of  a  normal  and  recurring
nature.   These consolidated financial statements should be read in  conjunction
with the Company's audited financial statements and notes thereto for the fiscal
year  ended  December  31, 1995.  The consolidated group  will  be  collectively
referred to as "the Company".  The operations of PAGES Book Fairs, Inc. and 
affiliates, ("PBF") are the Company's children's literature business segment 
and the operations  of Clyde A. Short  Company, Inc. ("CAS") are the Company's
incentive/recognition awards business segment.  The Company changed its 
children's literature business segment name from School Book Fairs, Inc. to 
PAGES Book Fairs, Inc. in May 1996.

      The  Company's  business segments are highly seasonal with the  children's
literature  business  cycle  closely  correlating  the  school  year   and   the
incentive/recognition awards business skewed toward the end of a calendar year.

   MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF
   --------------------------------------------------------------------------
                                   OPERATIONS
                                   ----------
                                        
Internal Revenue Service Assessment

      During  the  Spring  of 1993, the Company was advised  that  the  Internal
Revenue  Service  ("IRS") may assess additional income taxes in connection  with
the  examination  of the tax returns of PAGES Book Fairs (formerly  School  Book
Fairs)  and its affiliates for the fiscal years ending July 31, 1989,  1990  and
1991.   In  June  1993,  the  Company recorded a $2 million  adjustment  to  its
purchase  price allocation of PBF assets, which increased the cost in excess  of
assets  acquired  (i.e.  -  goodwill) and recorded a corresponding  increase  in
accrued tax liabilities and related costs.

      In  October of 1995, the Company received four Notices of Deficiency  from
the  IRS  relating  to  this examination.  The Notices  of  Deficiency  assessed
additional  income  taxes of $4,693,681 and penalties of  $1,358,630.   Using  a
constant  annual interest rate of 9%, interest payable as of June 30,  1996,  on
the  aforementioned asserted deficiencies would approximate $4.2  million.   The
asserted deficiencies are attributable primarily to a restructuring of  PBF  and
related  entities that occurred on August 31, 1988, in which, along  with  other
events, certain assets were transferred between related companies.  The IRS  has
challenged,  among  other things, the values assigned to  those  assets  by  the
parties to the transaction, contending that the assets were undervalued and that
PBF  recognized  a  substantial taxable gain in the  transaction.   The  Company
intends  to  vigorously contest the various assertions made by the  IRS  in  the
notices  of deficiency and believes the IRS's position regarding the adjustments
to taxable income is substantially overstated.  The Company has retained the law
firm of Akin, Gump, Strauss, Hauer & Feld as counsel, and in January 1996, filed
petitions  with  the  Tax  Court  disputing the  IRS  valuation  of  the  assets
transferred, and other points in the IRS assessment.

      On  March  7,  1996, the IRS filed answers to each of the four  petitions,
generally  denying the allegations set forth therein.  As of June 30, 1996,  the
Company is in negotiations with the IRS Appeals Division in an attempt to  reach
a fair settlement prior to the currently scheduled trial of the Company's Appeal
on  October  28,  1996  before the U.S. Tax Court.  The  Company  is  unable  to
determine  the  ultimate outcome of this uncertainty and  accordingly,  has  not
provided for any additional amounts in excess of the $2 million relating to this
assessment  in  its June 30, 1996 financial statements.  A resolution  of  these
matters  in favor of the IRS could adversely affect the liquidity of the Company
and,  if  greater than $2 million, would affect earnings in the  year  any  such
assessment is sustained.


Discontinued Operations

   In 1995, the Company adopted plans to discontinue the operations of it's Read
Aloud Book Club division (the "Club").  The operations of the Club ceased during
the  second  quarter  of  1996.  The Club is accounted  for  as  a  discontinued
operation  in  the  accompanying consolidated statements of operations.   Losses
anticipated to be incurred between the measurement date (December 31, 1995)  and
the  date  on which operations ceased, as well as phase out costs on  the  Club,
were provided for in the December 31, 1995 consolidated financial statements.


Disposition of United Kingdom and Discontinuance of Canadian Distribution
Channels

      On March 6, 1996, the Company sold to Scholastic Limited, a United Kingdom
subsidiary of Scholastic, Inc. and its affiliates ("Scholastic") all the capital
stock  of  School Book Fairs, Limited ("Limited"), the Company's United  Kingdom
subsidiary  for $4,764,781 cash.  Additionally, as part of the transaction,  (i)
Scholastic paid in full (1) the outstanding balance of $2,129,846 due by Limited
to  Lloyds Bank and (2) an intercompany payable due from Limited to the  Company
in  the  amount  of  $2,317,873 and (ii) the Company  signed  a  Non-Competition
Agreement  pursuant to which, in return for the payment of $1,500,000  in  cash,
the  Company  agreed for a five-year period not to compete with  the  book  fair
business  of Scholastic and its affiliates in the following countries:   Canada,
the  United Kingdom, Ireland, Germany, Italy, Greece, Eastern Europe,  including
without  limitation,  the  Commonwealth  of  Independent  States,  Turkey,   the
countries of the Middle East and Africa.

     On March 6, 1996, the Company closed its distribution channel in Canada and
on  March  13,  1996, the Company sold a portion of its inventory in  Canada  to
Scholastic  Canada, Ltd., a corporation organized under the laws of  Canada  for
$575,000 cash.

      The  net proceeds of the above-described transactions of $8,950,000  after
the repayment of the Lloyds Bank debt and estimated transaction  costs were used
to   reduce  the  Company's  domestic  bank  indebtedness.   Included   in   the
accompanying  June 30, 1996 consolidated financial statements  is  a  $3,255,337
gain on the transaction.

New Bank Agreement
     
     On March 27, 1996, the Company negotiated a new $16 million revolving 
credit facility to replace the previous $25 million of domestic bank credit 
line.  The credit facility consists of the following:  a $5 million long-
term credit loan for use in the incentive/recognition awards business (the
"CA Short Line") and an $11 million long-term credit loan for use in  the
children's literature business (the "PAGES Book Fairs Line").  The interest
rate on the facility is prime plus 1%.  The facility is due in full by 
June 1, 1997, subject to annual renewals.
<PAGE>

Quarter  and Six Months Ended June 30, 1996 Compared to Quarter and  Six  Months
- --------------------------------------------------------------------------------
Ended June 30, 1995:
- --------------------

Information about the Company's operations by business segments:
<TABLE>
<CAPTION>
                                        Incentive/           Children's                          
                                    Recognition Awards       Literature           Corporate           Consolidated
                                   -------------------- --------------------      ---------       --------------------
                                   Millions  Percentage Millions  Percentage      Millions        Millions  Percentage
                                   --------  ---------- --------  ----------      --------        --------  ----------
Quarter Ended June 30, 1996:                                                                     
<S>                                <C>         <C>        <C>         <C>           <C>            <C>          <C>
  Revenues                             $4.2       100.0     $6.6       100.0                         $10.8       100.0
  Gross Profit                          1.6        38.7      2.7        40.1                           4.3        39.6
  Selling, general & admin.             1.8        44.4      2.7        40.4           0.4             4.9        45.8
  Depreciation & amort.                 0.1         2.0      0.1         2.3                           0.2         2.2
  Operating Loss                       (0.3)       (7.6)    (0.2)       (2.6)         (0.4)           (0.9)       (8.4)
                                                                                                 
  Interest expense                                                                                     0.2         1.7
  Loss before income taxes                                                                            (1.1)      (10.1)
                                                                                                 
Quarter Ended June 30, 1995:                                                                     
  Revenues                             $4.4       100.0    $12.2       100.0                         $16.6       100.0
  Gross Profit                          1.7        40.0      5.0        40.5                           6.7        40.4
  Selling, general & amort.             1.8        41.2      4.7        38.1           0.2             6.7        40.4
  Depreciation & amort.                 0.1         1.8      0.3         2.6                           0.4         2.4
  Operating Loss                       (0.1)       (3.0)    (0.1)       (0.1)         (0.2)           (0.4)       (2.6)
                                                                                                 
  Interest expense                                                                                     0.5         3.0
  Loss from continuing operations,
     before income taxes                                                                              (0.9)       (5.4)
  Discontinued operations                                                                              0.0         0.3
  Loss before income taxes                                                                            (0.8)       (5.1)
                                                                                                 
Six Months Ended June 30, 1996:                                                                  
  Revenues                             $9.9       100.0    $16.1       100.0                         $26.0       100.0
  Gross Profit                          4.0        40.0      6.4        39.9                          10.4        39.9
  Selling, general & admin.             3.8        38.2      6.7        42.0           0.6            11.1        42.7
  Depreciation & amort.                 0.2         1.7      0.4         2.4                           0.6         2.1
  Gain on sale of distribution                                                                   
     channel                                                 3.3        20.2                           3.3        12.5
  Operating Profit/(Loss)               0.0         0.2      2.5        15.7          (0.6)            2.0         7.6
                                                                                                 
  Interest expense                                                                                     0.6         2.1
  Income before income taxes                                                                           1.4         5.5
                                                                                                 
Six Months Ended June 30, 1995:                                                                  
  Revenues                             $9.2       100.0    $26.3       100.0                         $35.5       100.0
  Gross Profit                          3.7        40.7     10.7        40.5                          14.4        40.6
  Selling, general & admin.             3.8        41.4     10.1        38.5           0.4            14.3        40.5
  Depreciation & amort.                 0.2         1.7      0.6         2.4                           0.8         2.2
  Operating Loss                       (0.2)       (2.4)    (0.0)       (0.3)         (0.4)           (0.6)       (1.7)
                                                                                                 
  Interest expense                                                                                     1.1         3.0
  Loss from continuing operations,
     before income taxes                                                                              (1.8)       (5.0)
  Discontinued operations                                                                             (0.1)       (0.4)
  Loss before income taxes                                                                            (1.9)       (5.4)
</TABLE>

<PAGE>

       Consolidated  revenues  for  the  three  months  ended  June  30,   1996,
approximated $10.8 million compared to approximately $16.6 million for the three
months  ended  June 30, 1995, a decrease of 35% or approximately  $5.8  million.
The Company's children's literature business segment accounted for approximately
$6.6  million of revenues for the three months ended June 30, 1996, compared  to
$12.2  million of revenues for the three months ended June 30, 1995, a  decrease
of  46%  or  approximately  $5.6 million.  The decrease  in  revenues  for  the
children's  literature  business  segment is  principally  attributable  to  the
following:  the sale of the United Kingdom operations in early March  1996;  the
discontinuance  of  the Canadian distribution channel in early  March  1996;  an
approximate 16% reduction in the number of domestic book fair events held in the
current quarter compared to the same period in 1995; and the disposal and  phase
out  of certain children's literature business segment distribution channels  in
the third and fourth quarters of 1995.

      The Company's incentive/recognition awards business segment accounted  for
$4.2  million in revenues for the three months ended June 30, 1996, compared  to
$4.4 million in revenues for the three months ended June 30, 1995, a decrease of
4%  or  approximately $200,000.  The decline in revenues is principally  due  to
both a decline in volume and delayed redemption on certain existing customers in
the  three months ended June 30, 1996 compared to the same period in 1995.   The
majority  of the revenues generated by the incentive/recognition awards business
segment  are  from  the  sale  of  products,  and  revenues  from  services  are
insignificant.

      Consolidated revenues for the six months ended June 30, 1996  approximated
$26  million, compared to $35.5 million, for the six months ended June 30, 1995,
a  decrease  of  27%  or  approximately $9.5 million.  The Company's  children's
literature  business  segment  accounted  for  approximately  $16.1  million  of
revenues  for the six months ended June 30, 1996, compared to $26.3 million  for
the  six  months  ended June 30, 1995, a decrease of 39% or approximately  $10.2
million. The decrease in revenues for the children's literature business segment
for  the  six  months  ended  June 30, 1996 over the  same  period  in  1995  is
principally  attributable  to the following:  the sale  of  the  United  Kingdom
operations  in early March 1996; the discontinuance of the Canadian distribution
channel  in  early  March 1996; an approximate 16% reduction in  the  number  of
domestic book fair events held in the six months ended June 30, 1996 compared to
the  same  period in 1995; and the disposal and phase out of certain  children's
literature  business  segment distribution channels  in  the  third  and  fourth
quarters of 1995.

      The Company's incentive/recognition awards business segment accounted  for
approximately $9.9 million in revenues for the six months ended June  30,  1996,
compared to $9.2 million in revenues for the six months ended June 30, 1995,  an
increase  of  8%  or  approximately  $700,000.   The  increase  in  revenues  is
principally  attributable to maintaining  volume on certain  existing  customers
coupled with increasing volume from new accounts.

      Consolidated  cost of goods sold was approximately $6.5  million  for  the
three months ended June 30, 1996, compared to approximately $9.9 million for the
three  months  ended  June  30, 1995, a decrease of 34%  or  approximately  $3.4
million.   The  Company's children's literature business segment  accounted  for
approximately $3.9 million of consolidated cost of goods sold for the three
months ended June 30, 1996, compared to $7.2 million for the three months ended
June 30, 1995, a decrease of 45% or approximately $3.3. million.  The decrease
in cost of goods sold is due to the reduction in revenues  in  the  children's
literature  business segment.  As a percentage of revenues from  the  children's
literature  business  segment, cost of goods sold increased  by  0.4%  to  59.9%
during  the  three months ended June 30, 1996, compared to 59.5%  for  the  same
period in 1995. This increase is due to the change in product mix sold.

      The Company's incentive/recognition awards business segment accounted  for
approximately  $2.6  million of consolidated cost of goods sold  for  the  three
months ended June 30, 1996 and 1995.  As a percentage of revenues, cost of goods
sold  from the incentive/recognition awards business segment increased 1.3% from
60% in 1995 to 61.3% in 1996.  This increase is due to the change in product mix
sold.

      Consolidated cost of goods sold for the six months ended June 30, 1996 was
approximately $15.6 million, compared to $21.1 million for the six months  ended
June  30,  1995, a decrease of approximately 26%, or approximately $5.5 million.
Cost  of goods sold associated with the Company's children's literature business
segment  was approximately $9.7 million for the six months ended June 30,  1996,
compared to $15.6 million for the six months ended June 30, 1995, a decrease  of
38%,  or  approximately $5.9 million.  The decrease in cost  of  goods  sold  is
consistent  with the decrease in revenues in the children's literature  business
segment.

      The Company's incentive/recognition awards business segment accounted  for
approximately $5.9 million of consolidated cost of goods sold for the six months
ended  June 30, 1996, compared to approximately $5.4 million for the six  months
ended June 30, 1995, an increase of 9%, or approximately $500,000.  The increase
in  cost  of  goods  sold is consistent with the increase  in  revenues  in  the
incentive/recognition awards business segment.

      Consolidated selling, general and administrative expense was approximately
$4.9  million for the three months ended June 30, 1996, compared to $6.7 million
for  the  three  months ended June 30, 1995, a decrease of 26%, or approximately
$1.8  million.  Selling, general and administrative expense associated with  the
Company's children's literature business segment was approximately $2.7  million
for the three months ended June 30, 1996, compared to $4.7 million for the three
months ended June 30, 1995, a decrease of 42%, or approximately $2 million.  The
decrease in selling, general and administrative expense is attributable  to  the
sale of the United Kingdom subsidiary in early March 1996, the discontinuance of
the  Canadian distribution channel in March 1996, and the disposal and phase out
of  certain children's literature business segment distribution channels in  the
third and fourth quarters of 1995.

      Selling,  general and administrative expense associated with the Company's
incentive/recognition awards business segment was approximately $1.8 million for
the  three  months ended June 30, 1996 and 1995.  As a percentage  of  revenues,
selling, general and administrative expense increased approximately 3.2% for the
three  months ended June 30, 1996 compared to the same period in 1995, primarily
as a result of the business segment's expansion and increased focus in the sales
and marketing arena.

      Consolidated selling, general and administrative expense was approximately
$11.1  million for the six months ended June 30, 1996, compared to $14.3 million
for the six months ended June 30, 1995, a decrease of 22%, or approximately $3.2
million.   Selling,  general  and administrative  expense  associated  with  the
Company's children's literature business segment was approximately $6.7  million
for  the  six months ended June 30, 1996, compared to $10.1 million for the  six
months  ended  June 30, 1995, a decrease of 33%, or approximately $3.4  million.
The  reasons for the decrease in selling, general and administrative expense for
the six months ended June 30, 1996 are consistent with the items mentioned above
for  the  decrease in the three months ended June 30, 1996 selling, general  and
administrative expense.

      Selling,  general and administrative expense associated with the Company's
incentive/recognition awards business segment was approximately $3.8 million for
the  six  months ended June 30, 1996 and 1995.  As a percentage of revenues  for
the  six  months  ended  June  30,   1996, selling, general  and  administrative
expense decreased approximately 3% primarily as a result of numerous cost 
reduction efforts implemented by the Company during mid 1995.

     Consolidated general corporate and administrative expense was approximately
$418,000  and  $573,000  for  the three and six  months  ended  June  30,  1996,
respectively,  compared to $246,000 and $434,000 for the three  and  six  months
ended  June  30,  1995,  respectively.  The increase in  general  corporate  and
administrative  expense  for the three and six months ended  June  30,  1996  is
principally  due  to charges incurred for a severance agreement  with  a  former
officer and director of the Company.

      Consolidated  interest expense was approximately $185,000  for  the  three
months  ended June 30, 1996, compared to approximately $505,000 for three months
ended June 30, 1995, a decrease of 63%, or approximately $320,000.   For the six
months ended June 30, 1996, consolidated interest expense approximated $500,000,
compared to approximately $1 million for the six months ended June 30,  1995,  a
decrease of 48%, or approximately $500,000.  In connection with the sale of  the
United Kingdom distribution channel in March 1996, a portion of the proceeds was
used  to pay down outstanding debt.  The average outstanding debt for the  three
and  six  months ended June 30, 1996, approximated $9.7 million and $14 million,
respectively, compared to approximately $23.2 million and $24.6 million for  the
three  and  six months ended June 30, 1995, respectively.  The average  interest
rate  for  the three and six months ended June 30, 1996, approximated 8.25%  and
8.55%, respectively, compared to approximately 9.5% and 9.41% for the three  and
six months ended June 30, 1995, respectively.

      Consolidated  depreciation  and  amortization  expense  was  approximately
$236,000  for  the  three months ended June 30, 1996, compared to  approximately
$390,000  for  the  three months ended June 30, 1995,  a  decrease  of  39%,  or
approximately $154,000.   Consolidated depreciation and amortization expense was
approximately $552,000 and $771,000 for the six months ended June 30,  1996  and
1995,  respectively, a decrease of 28%, or approximately $219,000.  The decrease
for  both  the  three  and  six  months  ended  June  30,  1996  is  principally
attributable to the disposal of the United Kingdom distribution channel in early
March 1996 and its related fixed assets.

      The  income tax provision for the three and six months ended June 30, 1996
was  $0.   The  current  period and year to date provisions  are  based  on  the
Company's anticipated annual effective tax rate.

Liquidity and Capital Resources:

      The  Company's primary sources of liquidity have been cash generated  from
operating  activities from both of its business segments, and amounts  available
under  its  existing  credit facilities.  The Company's primary  uses  of  funds
consist of financing inventory and receivables for both business segments,  with
the funding of acquisitions as a secondary use.



      The  following  table presents a summary of the Company's cash  flows  (in
thousands) for the six months ended June 30, 1996 and 1995:

                                            Six Months Ended   Six Months Ended
                                               June 30, 1996      June 30, 1995
                                            ----------------   ----------------
Cash provided by operating activities          $       2,394      $       2,944
                                                              
Capital expenditures, net                               (331)              (258)
                                                              
Net repayments on debt obligations                   (13,936)            (2,301)
                                                              
Payment for business acquisitions                        ---               (733)
                                                              
Proceeds from sale of distribution channel            11,288                ---
                                                              
Other                                                    265                 42
                                            ----------------   ----------------
                                                              
Net decrease in cash                          $         (320)     $        (306)
                                            ================   ================

      The Company has a $16 million revolving credit facility which consists  of
the  following:  a $5 million short-term credit line ($3,901,918 unused at  June
30,  1996)  for use in the incentive/recognition awards business (the "CA  Short
Line") and an $11 million short-term credit line ($4,384,499 unused at June  30,
1996)  for  use  in  the children's literature business (the "PAGES  Book  Fairs
Line") .  The CA Short Line and PAGES Book Fairs Line are due in full on June 1,
1997, subject to annual renewal.

      The  Company anticipates that operating cash flows during the next  twelve
months will cover operating expenditures and meet the current maturities on 
long-term obligations.  The Company does not anticipate any material 
expenditures for property, plant and equipment during the next twelve months.  
Should the Internal Revenue Service prevail in a potential tax assessment, it 
would place additional demands on the Company's cash and lines of credit.

      During 1995, Gruner + Jahr Printing and Publishing Company ("G + J") filed
an action against the Company seeking in excess of $900,000 in damages which has
been  stayed  by  the  court pending the resolution of an action  filed  by  the
Company  in  federal  court  against G + J and  Gareth  Stevens,  Inc.,  seeking
compensation arising out of Company's purchase from G + J of the Read Aloud Book
Club.   Gareth  Stevens,  Inc. filed a counterclaim in  the  action  seeking  an
unspecified  amount  of  damages.  The Company and  Gareth  Stevens,  Inc.  have
reached a settlement.  The federal court action against G + J is in the pleading
and  discovery stage and it is not possible at this time to predict the outcome.
However,  if  the Company is unsuccessful in its action and G + J is successful,
the Company's liquidity may be adversely affected.

Seasonality:

      Both  of  the  Company's business segments are highly  seasonal  with  the
children's literature business cycle closely correlating the school year and the
incentive/recognition awards business skewed towards the end of a calendar year.
Due  to the seasonality of its businesses, the Company experiences negative cash
flow during the summer months.  Further, in order to build its inventory for its
fall sales, the Company's borrowings increase over the summer and generally peak
during  late  fall.   As  a result of the Company's seasonality,  inventory  and
receivables reach peak levels during the months of October through December.
<PAGE>

                            PART II

ITEM 1:  LEGAL PROCEEDINGS

The description of the legal proceedings included in Management's Discussion and
Analysis of Financial Condition and Results of Operations included in Part I  of
this report is incorporated herein by reference.

ITEM 6:  EXHIBITS AND REPORTS ON FORM 8-K

(a) Exhibit Number 11
     Computation of Earnings Per Share

(b)  A  report on Form 8-K was dated and filed on April 17, 1996, under Item  5,
announcing  the  resignation  of Richard A. Stimmel,  the  Company's  President,
Treasurer and Director, and an officer of the Company's subsidiaries, PAGES Book
Fairs, Inc. and Clyde A. Short Company, Inc.

      A  report  on Form 8-K was dated and filed on May 3, 1996, under  Item  5,
announcing the appointment of William L. Clarke as President and Chief Executive
Officer of PAGES Book Fairs, Inc., a wholly owned subsidiary of the Company.

     A  report  on  Form 8-K was dated and filed on May 8, 1996, under  Item  5,
announcing  the  appointment of William L. Clarke as Senior  Vice  President  of
PAGES,  Inc.  Additionally, Tamara L. Zeph was appointed Chief Financial Officer
and  Treasurer of PAGES, Inc. and Vice President of Finance of PAGES Book Fairs,
Inc., a wholly owned subsidiary.

ITEM 10:  MATERIAL CONTRACTS

(a) Exhibit Number 10
     First Amendment to PAGES, Inc. 1993 Incentive Stock Option Plan

<PAGE>


                           Signature


Pursuant to the requirements of the Securities and Exchange Act of 1934, the
Registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.

                                  PAGES, INC.
                                  Registrant





Date: August 13, 1996          By: /s/ Tamara L. Zeph
      ---------------              -------------------
                                   Tamara L. Zeph
                                   Principal Financial and Accounting Officer


<PAGE>

EXHIBIT 10

                            FIRST AMENDMENT TO
                                     
                                PAGES, INC.
                                     
                     1993 INCENTIVE STOCK OPTION PLAN


      Pursuant  to  the authority granted to the Board of  Directors  under
Section  7 of the Pages, Inc. 1993 Incentive Stock Option Plan (the "Plan")
the  Plan is hereby amended by direction of the Board of Directors  of  the
Company as follows:

      1.    Paragraph  5(b)(ii)(A) is amended to read in  its  entirety  as
follows:

       "If  an  optionee  shall die (i) while  an  employee  of  the
       Corporation or a Subsidiary Corporation, or (ii) within three
       months   after  termination  of  his  employment   with   the
       Corporation  or  a  Subsidiary  Corporation  because  of  his
       disability, all options which are exercisable at the time  of
       his  death and during the three month period after his death,
       may  be  exercised  by  the person or  persons  to  whom  the
       optionee's  right under the option pass by will or applicable
       law, or if no such person has such right, by his executors or
       administrators, at any time, or from time to  time,  but  not
       later  than the expiration date specified in Section 5(a)  or
       three  months after the optionee's death, whichever  date  is
       earlier.  All other options shall terminate."
       
      2.    Paragraph  5(b)(ii)(B) is amended to read in  its  entirety  as
follows:

       "If  an  optionee's  employment  by  the  Corporation  or   a
       Subsidiary  Corporation  shall  terminate  because   of   his
       disability  and  such optionee remains living  for  at  least
       three  months  following termination,  he  may  exercise  all
       options which are exercisable on the date of termination  and
       during  the three month period after his termination  at  any
       time  or from time to time, but not later than the expiration
       date   specified  in  Section  5(a)  or  three  months  after
       termination  of employment, whichever date is  earlier.   All
       other options shall terminate."
       
      3.    Paragraph  5(b)(ii)(C) is amended to read in  its  entirety  as
follows:

       "If an optionee's employment shall terminate by reason of his
       retirement  in accordance with the terms of the Corporation's
       tax-qualified retirement plans, if any, or with  the  consent
       of  the committee or involuntarily other than "for cause," he
       may exercise all options which are exercisable on the date of
       such termination and during the three month period after this
       termination at any time or from time to time, but  not  later
       than  the expiration date specified in Section 5(a) or  three
       months  after  termination of employment, whichever  date  is
       earlier.   For  this purpose, termination "for  cause"  shall
       mean  termination of employment by reason of  the  optionee's
       commission  of  a felony, fraud, or willful misconduct  which
       had  resulted,  or  is likely to result, in  substantial  and
       material   damage   to  the  Corporation  or   a   Subsidiary
       Corporation,  all  as the Committee, in its sole  discretion,
       may determine."

<PAGE>

                                   EXHIBIT II
                          PAGES, INC. AND SUBSIDIARIES
                        COMPUTATION OF PER SHARE EARNINGS

                                          Three Months Ended   Six Months Ended
                                               June 30, 1996      June 30, 1996
                                          ------------------   ----------------
Primary:                                                      
Weighted average number of common shares           5,436,000          5,308,000
outstanding
                                                              
Adjustment for stock options which  have                      
  a dilutive effect  based  upon the average
  market price per common stock:
  Add dilutive stock options                             ---          1,082,000
  Deduct shares that could be repurchased 
    from the proceeds of dilutive options                ---           (604,000)
                                                -------------      ------------
Weighed average common and common 
  equivalent shares                                 5,436,000         5,786,000
                                                =============      ============
                                                              
Net income/(loss)                                $ (1,096,218)     $  1,423,745
Earnings adjustment (20% rule)                            ---               ---
                                                -------------      ------------
Net income/(loss) for computation purposes       $ (1,096,218)     $  1,423,745
                                                =============      ============
                                                              
Earnings/(loss) per common and common
  equivalent share                               $     (0.202)     $      0.246
                                                =============      ============
                                                              
Fully diluted:                                                
Weighted average number of common shares
  outstanding                                       5,436,000         5,308,000
                                                              
Adjustment for stock options which have a
  dilutive effect based upon the market
  price for common stock at end of period:
    Add dilutive stock options                            ---         1,082,000
    Deduct shares that could be repurchased
      from the proceeds of dilutive options               ---          (505,000)
                                                -------------      ------------
Fully diluted shares                                5,436,000         5,885,000
                                                =============      ============
                                                              
Net income/(loss)                                 $(1,096,218)     $  1,423,745
Earnings adjustment (20% rule)                            ---               ---
                                                -------------      ------------
Net income/(loss) for computation purposes        $(1,096,218)     $  1,423,745
                                                =============      ============
Earnings/(loss) per common and common                         
  equivalent share assuming full dilution         $    (0.202)     $      0.242
                                                =============      ============


<PAGE>


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