AMERICAN GREETINGS CORP
10-Q, 1994-10-07
GREETING CARDS
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<PAGE>   1
                                      
                                UNITED STATES
                      SECURITIES AND EXCHANGE COMMISSION
                           WASHINGTON, D.C.   20549
                                      
                                  FORM 10-Q

(Mark One)
          QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE SECURITIES 
   X      EXCHANGE ACT OF 1934
- -------
For the quarterly period ended          August 31, 1994
                              ----------------------------------------
                                      OR
                                      --
          TRANSITION REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE SECURITIES 
          EXCHANGE ACT OF 1934
- -------
For the transition period from                    to
                                -----------------    -----------------

                 Commission file number           0-502
                                               -----------

                        AMERICAN GREETINGS CORPORATION
        ---------------------------------------------------------------
            (Exact name of registrant as specified in its charter)

           Ohio                                         34-0065325
- ----------------------------------------         ---------------------------
(State or other jurisdiction of                         (I.R.S. Employer
 incorporation or organization)                         Identification No.)



One American Road, Cleveland Ohio                           44144
- ----------------------------------------------------------------------------
(Address of principal executive offices)                (Zip Code)

                                        (216) 252-7300
                        ----------------------------------------------------
                        Registrant's telephone number, including area code

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
   -----               -----

As of August 31, 1994, the date of this report, the number of shares
outstanding of each of the issuer's classes of common stock was: 
                        Class A Common 69,727,017
                       Class B Common   4,636,494
<PAGE>   2
<TABLE>

                                                                 
                                                  AMERICAN GREETINGS CORPORATION
                                                               INDEX

<CAPTION>
                                                                                            
                                                                                                Page 
                                                                                               Number
PART I - FINANCIAL INFORMATION                                                                 ------
- ------------------------------                                                               
<S>                                                                                            <C>
         Item 1.  Financial Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

         Item 2.  Management's Discussion and Analysis. . . . . . . . . . . . . . . . . . . . . 6


PART II - OTHER INFORMATION
- ---------------------------


         Item 4.  Submission of Matters to a Vote of Security Holders.. . . . . . . . . . . . . .8

         Item 6.  Exhibits and Reports on Form 8-K. . . . . . . . . . . . . . . . . . . . . . . .8


SIGNATURES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
- ----------                                                                                                                
</TABLE>





                                      -i-
<PAGE>   3
<TABLE>                       
                                                  PART I - FINANCIAL INFORMATION
                                                  ------------------------------

Item 1. Financial Statements
        --------------------
                                                  AMERICAN GREETINGS CORPORATION
                                                 CONSOLIDATED STATEMENT OF INCOME

                                          (Thousands of dollars except per-share amounts)

<CAPTION>
                                                              (Unaudited)
                                                            Six Months Ended
                                                                August 31,
                                                        -------------------------
                                                           1994           1993
                                                        ---------       ---------
<S>                                                     <C>             <C>
Net sales                                               $ 817,539       $ 777,665
Other income                                                4,342           6,157
                                                        ---------       ---------
  Total revenue                                           821,881         783,822

Costs and expenses:
  Material, labor and other production costs              291,404         302,466
  Selling, distribution and marketing                     342,119         304,573
  Administrative and general                              108,783         104,545
  Interest                                                  7,806           8,324
                                                        ---------       ---------
    Total costs and expenses                              750,112         719,908
                                                        ---------       ---------

Income before income taxes and cumulative
  effect of accounting changes                             71,769          63,914
Income taxes                                               25,191          23,968
                                                        ---------       ---------
Income before cumulative effect of accounting
  changes                                                  46,578          39,946
Cumulative effect of accounting changes,
  net of tax                                               --              17,182
                                                        ---------       ---------
    Net income                                          $  46,578       $  22,764
                                                        =========       =========

Income per share:
  Before cumulative effect of accounting changes        $    0.63       $    0.54
  Cumulative effect of accounting changes,
    net of tax                                             --                0.23
                                                        ---------       ---------
  Net income per share                                  $    0.63       $    0.31
                                                        =========       =========
Dividends per share                                     $   0.265       $  0.2325
                                                        =========       =========

Average number of common shares outstanding             74,254,245     73,456,742

</TABLE>
                                                              Page 1
<PAGE>   4
<TABLE>

                                                  AMERICAN GREETINGS CORPORATION
                                                 CONSOLIDATED STATEMENT OF INCOME

                                          (Thousands of dollars except per share amounts)

<CAPTION>
                                                             (Unaudited)
                                                          Three Months Ended
                                                               August 31,
                                                        --------------------------
                                                           1994            1993
                                                        ----------      ----------
<S>                                                     <C>             <C>
Net sales                                               $  401,136      $  385,706
Other income                                                 1,953           2,675
                                                        ----------      ----------
  Total revenue                                            403,089         388,381

Costs and expenses:
  Material, labor and other production costs               153,663         158,840
  Selling, distribution and marketing                      169,771         152,313
  Administrative and general                                54,839          54,697
  Interest                                                   4,143           5,061
                                                        ----------      ----------
    Total costs and expenses                               382,416         370,911
                                                        ----------      ----------

Income before income taxes                                  20,673          17,470
Income taxes                                                 7,257           6,551
                                                        ----------      ----------

    Net income                                          $   13,416      $   10,919
                                                        ==========      ==========

Net income per share                                    $     0.18      $     0.15
                                                        ==========      ==========

Dividends per share                                     $     0.14      $    0.125
                                                        ==========      ==========

Average number of common shares outstanding             74,297,953      73,748,908

</TABLE>

                                                              Page 2
<PAGE>   5
<TABLE>

                                                  AMERICAN GREETINGS CORPORATION
                                      CONDENSED CONSOLIDATED STATEMENT OF FINANCIAL POSITION

<CAPTION>
                                                      (Thousands of dollars)
                                                         (Unaudited)     (Audited)       (Unaudited)
                ASSETS                                  Aug. 31, 1994   Feb. 28, 1994   Aug. 31, 1993
                                                        -------------   -------------   -------------
<S>                                                     <C>             <C>             <C>
Current assets
  Cash and equivalents                                  $   36,494      $  101,066      $   37,542
  Trade accounts receivable, less allowances
  of $55,635, $110,987 and $50,236, respec-
  tively (principally for sales returns)                   355,377         322,675         336,669
  Inventories:
    Raw material                                            47,684          48,845          47,148
    Work in process                                         46,773          38,956          38,013
    Finished products                                      261,141         202,620         242,290
                                                        -------------   -------------   -------------
                                                           355,598         290,421         327,451
    Less LIFO reserve                                       86,997          84,970          86,926
                                                        -------------   -------------   -------------
                                                           268,601         205,451         240,525
    Display material and factory supplies                   38,316          37,906          31,894
                                                        -------------   -------------   -------------
        Total inventories                                  306,917         243,357         272,419
  Deferred and refundable income taxes                      42,514          62,075          35,283
  Prepaid expenses and other                               126,822         121,022         102,074
                                                        -------------   -------------   -------------
        Total current assets                               868,124         850,195         783,987

Other assets                                               265,217         286,117         269,996

Property, plant and equipment                              812,064         793,965         734,842
  Less accumulated depreciation                            387,641         365,043         341,638
                                                        -------------   -------------   -------------
    Property, plant and equipment - net                    424,423         428,922         393,204
                                                        -------------   -------------   -------------
                                                        $1,557,764      $1,565,234      $1,447,187
                                                        =============   =============   =============

                LIABILITIES AND SHAREHOLDERS' EQUITY

Current liabilities
  Debt due within one year                              $  163,857      $  132,036      $  113,146
  Accounts payable                                          91,141         127,792         116,337
  Payroll and payroll taxes                                 45,661          53,164          49,769
  Retirement plans                                           5,711          20,766           7,445
  Dividends payable                                         10,443           9,300           9,255
  Income taxes                                               6,330          32,857           5,042
                                                        -------------   -------------   -------------
        Total current liabilities                          323,143         375,915         300,994

Long-term debt                                              67,443          54,207          85,748
Postretirement benefit obligation                           20,877          19,427          20,533
Deferred income taxes                                       59,966          62,243          61,893
Shareholders' equity                                     1,086,335       1,053,442         978,019
                                                        -------------   -------------   -------------
                                                        $1,557,764      $1,565,234      $1,447,187
                                                        =============   =============   =============


</TABLE>

                                                              Page 3
<PAGE>   6
<TABLE>

                                                  AMERICAN GREETINGS CORPORATION
                                          CONDENSED CONSOLIDATED STATEMENT OF CASH FLOWS

                                                      (Thousands of dollars)
<CAPTION>
                                                                                      (Unaudited)
                                                                                    Six Months Ended
                                                                                        August 31,
                                                                                -----------------------
                                                                                  1994            1993
                                                                                -------         -------
<S>                                                                             <C>             <C>
OPERATING ACTIVITIES:
  Net income                                                                    $46,578         $22,764
  Adjustments to reconcile to net cash
  provided (used) by operating activities:
    Postretirement benefit obligation                                                 -          22,530
    Depreciation                                                                 34,256          28,197
    Deferred and refundable income taxes                                         17,350          10,500
    Change in operating assets and liabilities                                 (170,173)       (157,974)
    Other - net                                                                   9,450           6,185
                                                                                -------         -------
    Cash Used by Operating Activities                                           (62,539)        (67,798)

INVESTING ACTIVITIES:
  Property, plant & equipment additions                                         (38,834)        (33,394)
  Other - net                                                                     6,419           7,704
                                                                                -------         -------
    Cash Used by Investing Activities                                           (32,415)        (25,690)

FINANCING ACTIVITIES:
  Increase in long-term debt                                                     19,884          14,872
  Reduction of long-term debt                                                   (25,308)       (204,020)
  Increase in short-term debt                                                    49,839          92,491
  Sale of stock under benefit plans                                               5,811           9,795
  Purchase of treasury shares                                                      (158)           (161)
  Dividends to shareholders                                                     (19,686)        (17,133)
                                                                                -------         -------
    Cash Provided (Used) by Financing Activities                                 30,382        (104,156)
                                                                                -------         -------
DECREASE IN CASH AND EQUIVALENTS                                                (64,572)       (197,644)

    Cash and Equivalents at Beginning of Year                                   101,066         235,186
                                                                                -------         -------
    Cash and Equivalents at End of Period                                       $36,494         $37,542
                                                                                =======         =======
</TABLE>

                                                              Page 4
<PAGE>   7
                         AMERICAN GREETINGS CORPORATION
                         NOTES TO FINANCIAL STATEMENTS

        Six Months Ended August 31, 1994 and 1993


        Note A - Basis of Presentation

        The accompanying financial statements have been prepared in accordance
        with the instructions to Form 10-Q.  Although they are unaudited, the
        Corporation believes that all adjustments (consisting only of normal
        recurring accruals) necessary for a fair presentation of the results of
        operations have been made.


        Note B - Seasonal Nature of Business

        The Corporation's business is seasonal in nature.  Therefore, the
        results of operations for interim periods are not necessarily
        indicative of the results for the fiscal year taken as a whole.


        Note C - Basis for Determining Net Income Per Share Information

        Net income per share information is based on the average number of
        shares outstanding.  For the periods presented, stock options have an
        immaterial dilutive effect.


        Note D - Prepaid Expenses and Other

        The prepaid expenses and other classification consists of deferred
        costs relating to agreements with certain customers, cash and
        short-term investments held in trust for the payment of medical
        benefits, and prepaid rent and insurance.  The largest component of
        prepaid expenses and other is deferred costs estimated to be charged to
        operations during the next twelve months.


        Note E - Other Assets

        The other asset classification consists of various long-term assets
        such as deferred costs relating to agreements with certain customers,
        corporate-owned life insurance, goodwill and equity investments.  The
        largest component of other assets is deferred costs, which are charged
        to operations on a straight-line basis, generally three to six years.
        Deferred costs estimated to be charged to operations during the next
        twelve months are classified as a prepaid expense.

                                     Page 5
<PAGE>   8

Part I., Item 2, MANAGEMENT'S DISCUSSION AND ANALYSIS
- -----------------------------------------------------
Results of Operations
- ---------------------
Net sales of $401.1 million for the second quarter and $817.5 million for the
six months ended August 31, 1994 were up 4.0% and 5.1%, respectively, over the
same periods in the prior year.  These increases were due to strong seasonal
card sales in both periods, offset somewhat by delays in the shipment of
seasonal accessories from the second quarter to the third quarter.  In
addition, weakening of foreign currencies, particularly the Canadian dollar,
against the U.S. dollar continued with an unfavorable impact on net sales
growth of .5 percentage points for the quarter and .7 percentage points for the
six months.  Unit sales of greeting cards increased approximately 2% for both
the quarter and six-month period.

Other income decreased $.7 million and $1.8 million for the three months and
six months, respectively, from the same periods last year due primarily to
lower royalties from character licensing.

Material, labor and other production costs were 38.3% of net sales for the
quarter compared to 41.2% for the second quarter last year and 35.6% for the
six months, down from 38.9% for the same period last year.  The improvements in
these numbers were due to the strong sales of high margin cards and continued
cost savings from manufacturing efficiencies.

For the quarter, selling, distribution and marketing expenses were 42.3% of net
sales compared to 39.5% last year.  Through six months these expenses were
41.8% of net sales, up from 39.2% last year.  These increases resulted from
higher amortization expense related to deferred costs and CreataCard's national
advertising program.

Administrative and general expenses increased $4.2 million for the six months
over the same period last year, due primarily to the higher pre-tax costs of
corporate owned life insurance.  For the second quarter, administrative and
general expenses were at the same level as the second quarter last year.

Interest expense decreased slightly from the prior year for both the second
quarter and the six months due primarily to a shift in debt from the United
Kingdom to lower rate borrowings in the United States.





                                     Page 6
<PAGE>   9
Liquidity and Capital Resources
- -------------------------------
The seasonality of the Corporation's business precludes a useful comparison of
the current period and the year-end financial statements; therefore, a
Statement of Financial Position for August 31, 1993 has been included.

Operations for the first six months required $5.3 million less cash than the
same period last year due to a slower growth in accounts receivable and a
decrease in deferred costs related to agreements with customers.  Net accounts
receivable, which were 19.6% of the prior twelve months net sales compared to
19.7% last year, reflect the increase in the allowance for sales returns
resulting from this year's strong seasonal card sales.  The decrease in
deferred costs resulted from amortization of costs related to existing
agreements which exceeded deferred costs related to new or additional
agreements.

Offsetting these two items were a greater increase in inventories this year,
due to advance purchases of favorably priced raw materials and the build up of
seasonal inventory which is ahead of schedule, and the timing of the payment of
trade accounts payable.  Inventories as a percent of the prior twelve months'
material, labor and other production costs increased to 46.4% at August 31,
1994 from 40.6% at August 31, 1993.

Cash flow used by investing activities in the first six months was $6.7 million
higher than in the prior year, primarily due to capital expenditures for
information systems.

Financing activities provided $30.4 million of cash during the first six months
of fiscal 1995 after using $104.2 million in the comparable period last year.
During the first six months last year, the Corporation retired $200 million of
long-term debt, $100 million of which was repaid with funds on hand and $100
million of which was replaced with short-term borrowings.   The ratio of total
debt to total capitalization, which was 17.6% at August 31, 1994 compared to
16.9% last year, increased slightly as the higher borrowings were tempered by
the increase in shareholders' equity.

There were no material changes in the financial condition, liquidity or capital
resources of the Corporation from February 28, 1994, the end of its preceding
fiscal year, to August 31, 1994, the end of its last fiscal quarter and the
date of the most recent balance sheet included in this report, nor from August
31, 1993, the end of the corresponding fiscal quarter last year, to August 31,
1994, except the changes discussed above and aside from normal seasonal
fluctuations.

Prospective Information
- -----------------------
Management is not aware of any current trends, events, demands, commitments or
uncertainties which reasonably can be expected to have a material effect on the
liquidity, capital resources, financial position or results of operations of
the Corporation.


                                     Page 7
<PAGE>   10
                          PART II - OTHER INFORMATION
                          ---------------------------
Item  4.  Submission of Matters to a Vote of Security Holders
          ---------------------------------------------------
           (a)     The Annual Meeting of Shareholders of the Corporation was
                   held on June 24, 1994.

           (c) - 1 The following individuals were elected to Class II of the
                   Corporation's Board of Directors:    Albert B.  Ratner, Harry
                   H. Stone and Abraham Zaleznik.  The vote was as follows for
                   the above-listed nominees:

<TABLE>
<CAPTION>
                   Nominee                                  Votes For                           Votes Withheld
                   -------                                  ---------                           --------------
                   <S>                                     <C>                                     <C>
                   Albert B. Ratner                        101,711,909                             716,568
                   Harry H. Stone                          101,747,564                             726,641
                   Abraham Zaleznik                        101,802,588                             721,417
</TABLE>

           (c) - 2 A proposal to approve the compensation plans for the
                   Corporation's Chairman and Chief Executive Officer, and
                   President and Chief Operating Officer, was approved by the 
                   shareholders.  The vote was as follows:

                   Affirmative                              95,939,586
                   Negative                                  4,640,596
                   Abstain                                   1,672,391
                   Broker Non-Votes                            227,505

Item  6.  Exhibits and Reports on Form 8-K
          --------------------------------
           (a)     Exhibits (exhibit reference numbers refer to Item
                                                601 of Regulation S-K)

                   11 (a)   Calculation of Primary Earnings Per Share

                   11 (b)   Calculation of Fully-Diluted Earnings Per Share

           (b)     Reports on Form 8-K

                   None





                                     Page 8
<PAGE>   11



                                   SIGNATURES
                                   ----------

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



                                        AMERICAN GREETINGS CORPORATION


                                        By:       /s/  William S. Meyer 
                                              -----------------------------
                                                    William S. Meyer 
                                                    Controller 
                                                    Chief Accounting Officer


October 7, 1994





                                     Page 9

<PAGE>   1
<TABLE>
                                                                                         EXHIBIT 11

                                American Greetings Corporation
                                ------------------------------
                              Computation of Earnings Per Share
                              ---------------------------------

<CAPTION>
                                                                           (Unaudited)
                                                                    Six Months Ended August 31,
                                                                 ----------------------------------

                                                                    1994                    1993   
                                                                 ----------             -----------
            <S>                                                  <C>                    <C>             
            Average number of
             common shares outstanding                           74,254,245             73,456,742
                                                                 ==========             ==========

            Net income (thousands)                               $   46,578             $   22,764
                                                                 ==========             ==========

            Primary earnings per share                           $      .63             $      .31
                                                                 ==========             ==========
</TABLE>


                            Computation of Fully-Diluted Earnings Per Share  (a)


<TABLE>
<CAPTION>
                                                                            (Unaudited)
                                                                    Six Months Ended August 31,
                                                                 ---------------------------------

                                                                    1994                   1993   
                                                                 ----------             ----------
            <S>                                                  <C>                   <C>            
             Average number of common
             shares outstanding
             on a fully diluted
             basis assuming exercise of
             stock options based on
             the treasury stock method
             using the ending market price
             which was higher than the
             average market price                                75,578,443             74,760,272
                                                                 ==========             ==========

             Net income (thousands)                              $   46,578             $   22,764
                                                                 ==========             ==========

             Fully-diluted earnings
               per share                                         $      .62             $      .30
                                                                 ==========             ==========

<FN>

            (a)  This calculation is submitted in accordance with the
            Securities Exchange Act of 1934, although not required by
            Accounting Principles Board Opinion No. 15, since less than a 3%
            dilution results.
</TABLE>




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