PAGES INC /OH/
10-Q, 1996-11-14
MISCELLANEOUS NONDURABLE GOODS
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<TABLE> <S> <C>

<ARTICLE> 5
<MULTIPLIER> 1
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-END>                               SEP-30-1996
<CASH>                                         177,404
<SECURITIES>                                         0
<RECEIVABLES>                                5,970,614
<ALLOWANCES>                                   499,000
<INVENTORY>                                 21,593,383
<CURRENT-ASSETS>                            29,350,972
<PP&E>                                       8,924,952
<DEPRECIATION>                               2,400,650
<TOTAL-ASSETS>                              42,676,268
<CURRENT-LIABILITIES>                       30,656,076
<BONDS>                                      1,274,763
                                0
                                          0
<COMMON>                                        64,007
<OTHER-SE>                                  10,577,918
<TOTAL-LIABILITY-AND-EQUITY>                42,676,268
<SALES>                                     19,452,583
<TOTAL-REVENUES>                            19,452,583
<CGS>                                       11,475,914
<TOTAL-COSTS>                               11,475,914
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                             733,777
<INCOME-PRETAX>                                 60,748
<INCOME-TAX>                                         0
<INCOME-CONTINUING>                             60,748
<DISCONTINUED>                               (746,848)
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                 (686,100)
<EPS-PRIMARY>                                    (.13)
<EPS-DILUTED>                                    (.13)
        



                                 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 September 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: 6,101,955 common shares
outstanding, each with par value $0.01, as of November 8, 1996.

<PAGE>
                         PAGES, INC. AND SUBSIDIARIES
                          CONSOLIDATED BALANCE SHEETS
                   September 30, 1996 and December 31, 1995
                   ----------------------------------------
<TABLE>
<S>                                                 <C>                <C>
ASSETS                                                     1996                1995
                                                     -------------      --------------
  Current assets:                                                       
    Cash                                             $     177,404      $      532,855
     Accounts  receivable, net  of  allowance  for                      
       doubtful accounts of $499,000  and $457,000,
       respectively                                      5,471,614           9,931,548
    Inventory                                           21,593,383          27,840,561
    Prepaid expenses                                     2,108,571           2,229,829
                                                     -------------      --------------
       Total current assets                             29,350,972          40,534,793
                                                     -------------      --------------
                                                                        
  Property and equipment:                                               
    Buildings                                            4,256,881           4,256,881
    Equipment                                            4,036,603           5,810,714
                                                     -------------      --------------
                                                         8,293,484          10,067,595
        Less accumulated depreciation                   (2,400,650)         (3,442,661)
                                                     -------------      --------------
                                                         5,892,834           6,624,934
  Land                                                     631,468             631,468
                                                     -------------      --------------
                                                                        
      Total property and equipment, net                  6,524,302           7,256,402
                                                     -------------      --------------
                                                                        
  Other assets:                                                         
     Cost in excess of net assets acquired, net of                      
        accumulated amortization of $603,442 and
        $479,075, respectively                           5,870,212           5,994,579
    Other                                                  930,782           1,063,701
                                                     -------------      --------------
                                                         6,800,994           7,058,280
                                                     -------------      --------------
TOTAL ASSETS                                           $42,676,268         $54,849,475
                                                     =============      ==============
</TABLE>
                             See accompanying notes

<PAGE>

                          PAGES, INC. AND SUBSIDIARIES
                           CONSOLIDATED BALANCE SHEETS
                    September 30, 1996 and December 31, 1995
                    ----------------------------------------
<TABLE>
<S>                                                 <C>                <C>
LIABILITIES AND STOCKHOLDERS' EQUITY                       1996                1995
                                                     -------------      --------------
   Current liabilities:                                                 
      Accounts payable                               $   6,310,074       $   8,394,054
      Short-term debt obligations                       12,625,314           5,478,407
      Accrued liabilities                                1,305,687           2,417,940
      Accrued tax liabilities                            3,078,830           3,216,088
      Deferred revenue                                   7,044,127           6,970,220
      Current maturities on long-term debt obligations     159,596             157,145
      Current maturities on capitalized lease
         obligations                                       132,448             168,619
                                                     -------------      --------------
         Total current liabilities                      30,656,076          26,802,473
                                                     -------------      --------------
   Long-term obligations                                 1,378,267          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 6,400,668 and                         
        5,474,556 shares, respectively                      64,007              54,746
      Capital in excess of stated value                 23,734,718          22,760,194
      Notes receivable from stock sales                   (704,013)                ---
      Foreign currency translation, net of tax                 ---            (374,654)
      Accumulated deficit                              (12,211,664)        (11,525,564)
                                                     -------------      --------------
                                                        10,883,048          10,914,722
     Less 298,713 shares of common stock in treasury,
        at cost                                           (241,123)           (241,123)
                                                     -------------      --------------
          Total stockholders' equity                    10,641,925          10,673,599
                                                     -------------      --------------
TOTAL LIABILITIES AND STOCKHOLDERS' EQUITY             $42,676,268         $54,849,475
                                                     =============      ==============
</TABLE>
                             See accompanying notes

<PAGE>

                          PAGES, INC. AND SUBSIDIARIES
                      CONSOLIDATED STATEMENTS OF OPERATIONS
        For the three months and the nine months ended September 30, 1996
        -----------------------------------------------------------------
        and the three months and the nine months ended September 30, 1995
        -----------------------------------------------------------------
<TABLE>
<S>                                        <C>                           <C>
                                                   Three Months                  Nine Months
                                           --------------------------    --------------------------
                                                   1996          1995            1996          1995
                                            -----------   -----------     -----------   -----------

Revenues                                    $ 3,361,165   $ 6,074,458     $19,452,583   $32,375,439
                                            -----------   -----------     -----------   -----------
                                                                        
Costs and expenses:                                                     
  Cost of goods sold                          1,801,634     4,022,051      11,475,914    19,662,767
  Selling, general and administrative         2,566,473     4,334,122       9,897,877    14,884,581
  Interest                                      213,260       470,953         733,777     1,312,565
  Depreciation and amortization                 153,797       289,362         539,604       908,167
  Foreign exchange                                  ---          (244)            ---          (274)
 Gain on sale of distribution channel               ---           ---      (3,255,337)          ---
                                            -----------   -----------     -----------   -----------
                                              4,735,164     9,116,244      19,391,835    36,767,806
                                            -----------   -----------     -----------   -----------
                                                                        
Income/(loss) from continuing                                           
     operations before income taxes          (1,373,999)   (3,041,786)         60,748    (4,392,367)
Benefit for income taxes                           ---      1,197,000             ---     1,697,000
                                            -----------   -----------     -----------   -----------
Income/(loss) from continuing operations     (1,373,999)   (1,844,786)         60,748    (2,695,367)
Discontinued operations                        (735,846)   (1,014,757)       (746,848)   (1,584,873)
                                            ___________    __________     ___________    __________
     NET LOSS                             $  (2,109,845) $ (2,859,543)  $    (686,100) $ (4,280,240)
                                            ===========    ==========     ===========    ==========
                                                                        
Income/(loss) per common share:                                                             
  Income/(loss) from continuing operations $       (.25)  $      (.36)  $         .01   $      (.55)
  Discontinued operations                          (.13)         (.20)           (.14)         (.33)
                                            -----------   -----------     -----------   -----------
Loss per common share                     $        (.38)  $      (.56)  $        (.13)   $     (.88)
                                            -----------   -----------     -----------   -----------
Weighted average common and common
   equivalent shares outstanding              5,483,000      5,105,000       5,366,000     4,870,000
                                            ===========   ============     ===========   ===========
</TABLE>                                        
                             See accompanying notes

<PAGE>

                          PAGES, INC. AND SUBSIDIARIES
                      CONSOLIDATED STATEMENTS OF CASH FLOWS
              For the nine months ended September 30, 1996 and 1995
              -----------------------------------------------------
<TABLE>
<S>                                                    <C>                 <C>
                                                           1996                1995
                                                       -----------          -----------
Cash flows from operating activities:                                   
   Net loss                                            $  (686,100)         $(4,280,240)
                                                       -----------          -----------
                                                                        
Adjustments to reconcile net loss                                       
   to cash provided by operating activities:                            
   Depreciation and amortization                           539,604              908,167
   Deferred income taxes                                       ---           (1,697,000)
   Gain on sale of distribution channel                 (3,255,337)                 ---
   Foreign exchange                                            ---                 (274)
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                                   3,733,887            5,671,124
   Inventory                                                28,642           (3,112,853)
   Prepaid expenses and other assets                      (516,199)             (59,392)
 Increase (decrease) in liabilities:                                    
   Accounts payable and accrued liabilities             (2,401,515)           1,469,457
   Deferred revenue                                         73,907              193,982
                                                       -----------          -----------
     Total adjustments                                  (1,797,011)           3,373,211
                                                       -----------          -----------
        Net cash used in operating activities           (2,483,111)            (907,029)
                                                       -----------          -----------
                                                                        
Cash flows from investing activities:                                   
  Proceeds from sale of property and equipment               8,031              107,412
  Payments for purchases of property and equipment        (352,624)            (257,089)
  Proceeds from disposition of division                 11,287,500                  ---
  Payment for acquisition of division                          ---             (733,000)
                                                       -----------          -----------
    Cash provided by (used in) investing activities     10,942,907             (882,677)
                                                       -----------          -----------
Cash flows from financing activities:                                   
   Proceeds from issuance of stock                         279,772              275,013
   Proceeds from debt and lease obligations             39,241,214           43,057,681
   Principal payments on debt and lease obligations    (48,320,863)         (42,194,986)
                                                       -----------          -----------
   Cash (used in) provided by financing activities      (8,799,877)           1,137,708
                                                       -----------          -----------
                                                                        
Effect of exchange rate changes on cash                    (15,370)               4,686
                                                       -----------          -----------
   Decrease in cash                                       (355,451)            (647,312)
   Cash, beginning of period                               532,855              671,602
                                                       -----------          -----------
   Cash, end of period                                 $   177,404         $     24,290
                                                       ===========         ============
                                                                        
Supplemental disclosures of cash flow information:                      
   Cash paid for interest                            $    796,719           $ 1,472,872
                                                       ==========           ===========
   Cash paid for taxes                              $           0         $       7,200
                                                       ==========           ===========
</TABLE>


      During  the  nine  months ended September 30, 1996, the  Company  acquired
$250,000  of inventory through the issuance of a long term note and  $75,000  of
fixed  assets  through a capital lease.  During the nine months ended  September
30,  1995,  the  Company acquired approximately $254,000 of  computer  equipment
through capital leases.

                            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 Company changed its  children's
literature business name from School Book Fairs, Inc. to PAGES Book Fairs,  Inc.
in May 1996.

                                       
          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") might assess additional income taxes in connection  with
the  examination of the tax returns of PAGES Book Fairs ("PBF", 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,  plus
interest.    The  asserted  deficiencies  were  attributable  primarily   to   a
restructuring of PBF and related entities that occurred on August  1,  1988,  in
which,  along with other events, certain assets were transferred between related
companies.   The IRS had 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.   In January 1996, the Company 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.  On October 28, 1996,  the
Company  entered  into a settlement with the IRS regarding the four  Notices  of
Deficiencies  received  assessing additional taxes for the  fiscal  years  1988,
1989,  1990  and  1991.  The settlement includes income taxes of $750,000,  plus
interest  of  approximately  $750,000, for a total of approximately  $1,500,000.
Payment  is  anticipated to be made out of operating cash flows  and  borrowings
during 1997.


Discontinued Operations

         On November 12, 1996, the Company announced that it has filed a Form 10
under  section 12 (g) of the Securities Exchange Act of 1934, for  the  spin-off
of  CA  Short  Company ("CAS"), a wholly-owned subsidiary, to its  stockholders.
It  is  anticipated that PAGES, Inc. common shareholders will receive 1.5 shares
of  CAS  common  stock for every ten shares of PAGES common stock  owned.   CAS,
based  in Shelby, North Carolina, is engaged in the incentive/recognition awards
business.   Strategic evaluation by management has determined that the  proposed
spin-off  would  be  in  the best interest of the Company's  stockholders.   The
decision  by  the Company's Board of Directors is subject to certain conditions,
including  receiving a fairness opinion from an investment banker  and  approval
of  necessary regulatory authorities.  It is anticipated that the spin-off  will
be  effective within ninety days after the Form 10 filing.  In association  with
the  spin-off,  CAS  will  deliver to the Company a  $5  million  seven  percent
subordinated debenture in satisfaction of the intercompany balance due from  CAS
to  the  Company  as  of the spin-off.  Any excess of the $5  million  over  the
intercompany  balance will be reflected in the historical equity transferred  to
CAS  at the time of spin-off.  Principal payments will be $100,000 per year  for
the  first  five  years,  $200,000 per year for the second  five  years  with  a
balloon  payment  due  the  tenth  year for  the  remaining  principal  balance.
Interest will be payable quarterly.

      The CAS operations, reflected herein as discontinued operations, comprised
all of the Company's former incentive/recognition awards business segment.

      Revenues  for CAS were $3.8 million and $3.5 million for the three  months
ended  September 30, 1996 and 1995, respectively.  Revenues for the nine  months
ended  September  30,  1996  and  1995 were $13.7  million  and  $12.7  million,
respectively.  Net losses were $736,000 and 739,000 for the three  months  ended
September  30, 1996 and 1995, respectively.  Net losses were $747,000  and  $1.2
million  for  the  nine months ended September 30, 1996 and 1995,  respectively.
Losses  are  not  expected to be incurred for CAS between the  measurement  date
(November  12, 1996), and the date on which the spin-off is expected  to  become
effective.   Therefore, no provision for losses is included in  the  results  of
discontinued operations for CAS as of September 30, 1996.

      The  components of net assets of the CAS discontinued operations  included
in  the consolidated balance sheets at September 30, 1996 and December 31, 1995,
follow:

                                            September 30,      December 31,
                                                1996              1995
                                           -------------     -------------

Cash                                       $      76,931     $     226,678
Accounts receivable, net                       2,168,752         6,101,629
Inventory                                      6,759,997         6,890,412
Prepaid expenses                                 966,464           894,967
Property, plant and equipment, net             3,975,977         3,812,894
Costs in excess of net assets acquired, net    1,141,564         1,167,187
Other assets                                     616,256           598,256
Accounts payable                              (1,062,834)       (1,687,705)
Accrued liabilities                           (4,272,050)       (4,394,924)
Short-term debt obligations                   (2,042,663)       (4,416,154)
Deferred revenue                              (5,940,243)       (5,648,107)

      Additionally,  in  1995,  the Company adopted  plans  to  discontinue  the
operations  of  its Read Aloud Book Club division (the "Club").  The  operations
of  the  Club ceased during the second quarter of 1996.  Revenues were  $620,000
and  $2.4  million  for  the  three and nine months ended  September  30,  1995,
respectively.   Net  losses were $275,000 and $408,000 for the  three  and  nine
months  ended  September  30,  1995, respectively.   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.

      The  components of net assets of the Club discontinued operations included
in  the consolidated balance sheets at September 30, 1996 and December 31, 1995,
follow:


                                           September 30,      December 31,
                                                1996              1995
                                           ------------     -------------

Accounts receivable, net                       $      -     $     338,977
Inventory                                        70,063           195,015
Accounts payable                               (198,736)         (595,180)
Accrued liabilities                            (327,440)         (839,255)


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.


Notes Receivable from Stock Sales

      In  September  1996, certain officers exercised stock options  for  notes.
These  notes  are full recourse promissory notes bearing interest  at  7%.   The
principal  sum is due in September, 1999.  The interest is payable only  in  the
event  that and only to the extent that the fair market value of the  shares  of
common  stock  at the close of business in September 1999 exceeds  the  exercise
price.


Quarter and Nine Months Ended September 30, 1996 Compared to Quarter and Nine
- -----------------------------------------------------------------------------
Months Ended September 30, 1995:
- -------------------------------

      Revenues for the three months ended September 30, 1996, approximated  $3.4
million  compared  to  approximately $6.1 million for  the  three  months  ended
September  30,  1995,  a  decrease of 44% or approximately  $2.7  million.   The
decrease  in  revenues for the three months ended September 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; the disposal and  phase  out
of  Read  Aloud  Book Club and certain other children's literature  distribution
channels  in  the  third  quarter of 1995, and a  reduction  in  the  number  of
domestic  book  fair  events held in the current quarter compared  to  the  same
period in 1995.

      Revenues for the nine months ended September 30, 1996, approximated  $19.5
million,  compared  to  $32.4 million for the nine months  ended  September  30,
1995,  a  decrease  of  40%  or approximately $12.9 million.   The  decrease  in
revenues  for the nine months ended September 30, 1996 over the same  period  in
1995  is  due  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;  the  disposal and phase out of Read  Aloud  Book  Club  and
certain  other  children's literature distribution channels  in  the  third  and
fourth  quarters  of 1995, and a reduction in the number of domestic  book  fair
events  held in the nine months ended September 30, 1996, compared to  the  same
period in 1995.

      Cost  of  goods sold was approximately $1.8 million for the  three  months
ended  September 30, 1996, compared to approximately $4.0 million for the  three
months  ended  September  30,  1995, a decrease of  55%  or  approximately  $2.2
million.  The decrease in cost of goods sold for the three month period  is  due
to  the  reduction  in revenues discussed above.  As a percentage  of  revenues,
cost  of  goods  sold  decreased 12.6% to 53.6% during the  three  months  ended
September  30,  1996,  compared  to 66.2% for the  same  period  in  1995.   The
decrease  is due to changes in product mix sold, the sale of the United  Kingdom
operations and the discontinuance of the Canadian distribution channel in  early
March 1996, and improvements in the cost of book fair products.

      Cost  of  goods sold was approximately $11.5 million for the  nine  months
ended  September 30, 1996, compared to approximately $19.7 million for the  nine
months  ended  September  30,  1995, a decrease of  42%  or  approximately  $8.2
million.   The  decrease  in  cost of goods sold is  due  to  the  reduction  in
revenues  discussed  above and improvements in the cost of book  fair  products.
Cost  of  goods sold as a percentage of revenues was 58.9% for the  nine  months
ended  September 30, 1996 compared to 60.7% for the nine months ended  September
30, 1995.

      Selling, general and administrative expense was approximately $2.6 million
for  the three months ended September 30, 1996, compared to $4.3 million for the
three  months  ended  September 30, 1995, a decrease of  40%,  or  approximately
$1.7  million.  The decrease in selling, general and administrative  expense  is
attributable to the sale of the United Kingdom operations in early  March  1996;
the  discontinuance of the Canadian distribution channel in  early  March  1996;
and  the  disposal  and  phase out of Read Aloud Book  Club  and  certain  other
children's literature distribution channels in the third and fourth quarters  of
1995.

      Selling, general and administrative expense was approximately $9.9 million
for  the nine months ended September 30, 1996, compared to $14.9 million for the
nine  months ended September 30, 1995, a decrease of  33%, or approximately $5.0
million.   The  reasons for the decrease in selling, general and  administrative
expense  for  the nine months ended September 30, 1996 are consistent  with  the
items  mentioned above for the decrease in the three months ended September  30,
1996 selling, general and administrative expense.

      Interest  expense  was approximately $213,000 for the three  months  ended
September  30,  1996, compared to approximately $471,000 for  the  three  months
ended  September  30, 1995, a decrease of 55%, or approximately  $258,000.   For
the  nine  months  ended  September  30,  1996,  interest  expense  approximated
$734,000,  compared  to  approximately $1.3 million for the  nine  months  ended
September  30,  1995,  a  decrease  of  44%,  or  approximately  $566,000.    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 nine months  ended  September  30,
1996,  approximated $10.5 million and $12.8 million, respectively,  compared  to
approximately  $20.7  million and $23.3 million for the three  and  nine  months
ended  September  30,  1995, respectively.  The average interest  rate  for  the
three  and  nine months ended September 30, 1996, approximated 8.92% and  8.68%,
respectively, compared to approximately 8.23% and 9.02% for the three  and  nine
months ended September 30, 1995, respectively.

      Depreciation and amortization expense was approximately $154,000  for  the
three  months  ended September 30, 1996, compared to approximately $289,000  for
the  three  months ended September 30, 1995, a decrease of 47%, or approximately
$135,000.  Depreciation and amortization expense was approximately $540,000  and
$908,000 for the nine months ended September 30, 1996 and 1995, respectively,  a
decrease  of  40%, or approximately $368,000.  The decrease for both  the  three
and  nine  months  ended September 30, 1996 is principally attributable  to  the
disposal of the United Kingdom distribution channel in early March 1996 and  its
related fixed assets.

      There  was  no  income tax provision for the three and nine  months  ended
September  30, 1996.  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,  amounts  available
under  its  existing credit facilities, and cash generated from the disposal  of
the  United Kingdom distribution channel.  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.  See "Seasonality".

      The  following  table presents a summary of the Company's cash  flows  (in
thousands) for the nine months ended September 30, 1996 and 1995:
<TABLE>
<S>                                                  <C>                   <C>
                                                      Nine Months Ended     Nine Months Ended
                                                     September 30, 1996    September 30, 1995
                                                     -------------------   ------------------

Cash used in by operating activities                      $       (2,483)       $         (907)
                                                                          
Capital expenditures, net                                           (345)                 (150)
                                                                          
Net (repayments) borrowings on debt obligations                   (9,080)                  863
                                                                          
Payment for business acquisitions                                    ---                  (733)
                                                                          
Proceeds from sale of distribution channel                        11,288                   ---
                                                                          
Other                                                                265                   280
                                                          --------------        --------------
Net decrease in cash                                      $         (355)       $         (647)
                                                          ==============        ==============
</TABLE>

      The Company has a $16 million revolving credit facility which consists  of
the  following:   a  $5  million short-term credit line  ($2,957,337  unused  at
September  30,  1996)  for use in the discontinued incentive/recognition  awards
business  (the  "CA  Short  Line")  and an $11 million  short-term  credit  line
($417,349  unused  at  September 30, 1996) for use in the children's  literature
business  (the "PAGES Book Fairs Line") .  The interest rate on the facility  is
prime  plus 1%.  The CA Short Line and PAGES Book Fairs Line are due in full  on
June  1,  1997, subject to annual renewal.  In conjunction with the spin-off  of
CA  Short,  the revolving credit facility will be restructured for the Company's
children's literature business.

      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.
The IRS settlement of approximately $1,500,000 is anticipated to be paid out  of
operating cash flows and borrowings during 1997.

      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:

      The  children's  literature  business is highly  seasonal  and  correlates
closely  to  the  school  year.  The incentive/recognition  awards  business  is
skewed  towards the end of a calendar year.  Due to the seasonality, 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

ITEM 10:  MATERIAL CONTRACTS
- -------

<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:  November  14, 1996         By: /S/ Randall J. Asmo
                                      ___________________________________
                                      Randall J. Asmo
                                      Principal Financial and
                                      Accounting Officer

<PAGE>

                                  EXHIBIT II
                         PAGES, INC. AND SUBSIDIARIES
                       COMPUTATION OF PER SHARE EARNINGS
<TABLE>
<S>                                                  <C>                   <C>
                                                     Three Months Ended     Nine Months Ended
                                                     September 30, 1996    September  30, 1996
                                                     ------------------    -------------------
Primary:                                                                   
Weighted average number of common shares outstanding          5,483,000              5,366,000
                                                                           
Adjustment for stock options which have a dilutive effect
  based upon the average market price per common stock:
  Add dilutive stock options                                               
  Deduct shares that could be repurchased from the                         
    proceeds of dilutive options             
                                                     ------------------    -------------------
Weighed average common and common equivalent shares           5,483,000              5,366,000
                                                     ==================    ===================
Income/(loss) from continuing operations                    $(1,373,999)         $      60,748
Discontinued operations                                       ( 735,846)              (746,848)
                                                     ------------------    -------------------
Net income/(loss)                                            (2,109,845)              (686,100)
Earnings adjustment (20% rule)                                      ---                    ---
                                                     ------------------    -------------------
Net income/(loss) for computation purposes                  $(2,109,845)          $   (686,100)
                                                     ==================    ===================
                                                                           
Income/(loss) per common share:                                            
Income/(loss) from continuing operations                $          (.25)        $          .01
Discontinued operations                                            (.13)                  (.14)
                                                     ------------------    -------------------
Earnings/(loss) per common and common equivalent share  $          (.38)       $          (.13)
                                                     ==================    ===================
                                                                           
Fully diluted:                                                             
Weighted average number of common shares outstanding          5,483,000              5,366,000
                                                                           
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                                      ---                    ---
     Deduct shares that could be repurchased from
       the proceeds of dilutive options                             ---                    ---
                                                     ------------------    -------------------

Fully diluted shares                                          5,483,000              5,366,000
                                                     ==================    ===================
Income/(loss) per common share:                                            
Income/(loss) from continuing operations                    $(1,373,999)         $      60,748
Discontinued operations                                        (735,846)              (746,848)
                                                     ------------------    -------------------
Net income/(loss)                                          $(2,109,845)           $   (686,100)
Earnings adjustment (20% rule)                                      ---                    ---
                                                     ------------------    -------------------
Net income/(loss) for computation purposes                  $(2,109,845)          $   (686,100)
                                                     ==================    ===================
Income/(loss) from continuing operations                 $         (.25)       $           .01
Discontinued operations                                            (.13)                  (.14)
                                                     ------------------    -------------------
Earnings/(loss) per common and common                                      
    equivalent share assuming full dilution              $         (.38)       $          (.13)
                                                     ==================    ===================
</TABLE>



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