LCS INDUSTRIES INC
DEF 14A, 1997-01-03
DIRECT MAIL ADVERTISING SERVICES
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<PAGE>

                                  SCHEDULE 14A
                                 (Rule 14a-101)
                    INFORMATION REQUIRED IN PROXY STATEMENT

             
                            SCHEDULE 14A INFORMATION
           Proxy Statement Pursuant to Section 14(a) of the Securities
                     Exchange Act of 1934 (Amendment No. )

  Filed by the registrant /X/

  Filed by a party other than the registrant / /

Check the appropriate box:

    / /  Preliminary proxy statement          / / Confidential for use of the
                                                  Commission Only (as permitted
                                                  by Rule 14a-6(e)(2))
   /X/  Definitive proxy statement

   / / Definitive additional materials

   / / Soliciting material pursuant to Rule 14a-11(c) or Rule 14a-12

                              LCS INDUSTRIES, INC.
______________________________________________________________________________
                (Name of Registrant as Specified in Charter)             

                              LCS INDUSTRIES, INC.
______________________________________________________________________________
       Name of Person(s) Filing Proxy Statement, if Other than Registrant)

Payment of filing fee (Check the appropriate box):

  /X/ No fee required

  / / Fee computed on table below per Exchange Act Rules 14a-6(i)(1) and  0-11.

   1) Title of each class of securities to which transaction applies:

   ___________________________________________________________________________
   2) Aggregate number of securities to which the transaction applies:

   ___________________________________________________________________________
   3) Per unit price or other underlying value of transaction computed pursuant
      to Exchange Act Rule 0-11 (set forth the amount on which the filing fee is
      calculated and state how it was determined):

   ___________________________________________________________________________
   4) Proposed maximum aggregate value of transaction:

   ___________________________________________________________________________
   5) Total fee paid:

   ___________________________________________________________________________


   / /  Check box if any part of the fee is offset as provided by Exchange Act 
Rule 0-11(a)(2) and identify the filing for which the offsetting fee was paid
previously. Identify the previous filing by registration statement number, or
the form or schedule and the date of its filing.

   1) Amount previously paid:

   ___________________________________________________________________________
   2) Form, schedule or registration statement no.: Schedule 14A

   ___________________________________________________________________________
   3) Filing Party: LCS Industries, Inc.

   ___________________________________________________________________________
   4) Date Filed:

                               December 17, 1996
   ___________________________________________________________________________

<PAGE>

                             LCS INDUSTRIES, INC. 
                              120 BRIGHTON ROAD 
                        CLIFTON, NEW JERSEY 07012-1694 

                                                             December 30, 1996 
Dear Stockholder: 

   You are invited to attend the 1997 Annual Meeting to be held on February 
11, 1997 in Weehawken, New Jersey. 

    Information about the Annual Meeting, including a listing and discussion 
of the matters on which the stockholders of the Company will act, is set 
forth in the accompanying Notice of Annual Meeting and Proxy Statement. 

   Whether or not you plan to attend the Meeting, you can be assured your 
shares are represented at the Meeting by promptly completing, signing, dating 
and returning your proxy form in the enclosed envelope. 

                                               Cordially, 

                                               /s/ Arnold J. Scheine

                                               Arnold J. Scheine, 
                                               President 

<PAGE>

                             LCS INDUSTRIES, INC. 
                              120 BRIGHTON ROAD 
                        CLIFTON, NEW JERSEY 07012-1694 
                   NOTICE OF ANNUAL MEETING OF STOCKHOLDERS 

To the Stockholders of LCS Industries, Inc.: 

The Annual Meeting of Stockholders of LCS Industries, Inc. (the "Company") 
will be held at the offices of the Company's subsidiary, The SpeciaLISTS 
Ltd., located at 1200 Harbor Boulevard, Weehawken, New Jersey, on Tuesday, 
February 11, 1997 at 10:00 a.m., Eastern Standard Time, for the following 
purposes: 

  1.  To elect one Director to hold office until the Annual Meeting of 
      Stockholders in 2000 and until his successor shall be elected and shall 
      qualify; 

  2.  To ratify the appointment of Deloitte & Touche LLP to serve as the 
      Company's independent auditors for the fiscal year ending September 30, 
      1997; 

  3.  To ratify the granting of non-qualified stock options to Mr. Arnold J. 
      Scheine, President and Chief Executive Officer and Mr. Marvin Cohen, 
      Senior Vice President and Secretary, to purchase 23,600 and 11,800 
      shares, respectively, of the Company's Common Stock, par value $.01; 

  4.  To approve the 1996 Non-Employee Directors Stock Option Plan; 

  5.  To consider and act upon such other and further business as may 
      properly come before the Meeting or any adjournments thereof. 

Only stockholders of record as of the close of business on December 16, 1996 
holding certificates reflecting the two-for-one reclassification of the 
Company's Common Stock effective June 1, 1983, are entitled to notice of, and 
to vote at, the Meeting. 

                                                 Marvin Cohen 
                                                 Secretary 
December 30, 1996 

<PAGE>

                             LCS INDUSTRIES, INC. 
                              120 BRIGHTON ROAD 
                        CLIFTON, NEW JERSEY 07012-1694 
                              DECEMBER 30, 1996 
                               PROXY STATEMENT 
                 FOR THE 1997 ANNUAL MEETING OF STOCKHOLDERS 

   The Board of Directors (the "Board") of LCS Industries, Inc. (the 
"Company") solicits your proxy for use at the 1997 Annual Meeting of 
Stockholders (the "Meeting") and any adjournment or adjournments thereof. The 
approximate date on which this Proxy Statement is first being sent to the 
stockholders is December 30, 1996. If a stockholder specifies on the proxy 
form a choice with respect to the proposals hereinafter set forth, the stock 
will be voted accordingly. In the absence of specific instructions, proxies 
will be voted (i) FOR the election of the one proposed Director recommended 
by the Board (Proposal 1), (ii) FOR the proposal to ratify the selection of 
Deloitte & Touche LLP by the Board as independent auditors of the Company for 
the 1997 fiscal year (Proposal 2), (iii) FOR the proposal to ratify the 
granting of non-qualified stock options to Messers. Scheine and Cohen to 
purchase 23,600 and 11,800 shares, respectively, of the Company's Common Stock, 
par value $.01 (Proposal 3) and (iv) FOR the approval of the 1996 
Non-Employee Directors Stock Option Plan (Proposal 4). 

   Only stockholders of record at the close of business on December 16, 1996 
(the "Record Date") are entitled to vote at the Meeting, provided, that in 
connection with a two-for-one reclassification provided for in the Restated 
Certificate of Incorporation adopted by the stockholders on May 24, 1983, 
stockholders who had not exchanged their old certificates for certificates 
representing reclassified shares as of the Record Date are not entitled to 
vote their shares at the Meeting. A list of stockholders of the Company 
entitled to vote at the Meeting may be examined by any stockholder for any 
purpose germane to the Meeting during ordinary business hours on or after 
December 23, 1996, at the offices of The SpeciaLISTS Ltd. located at 1200 
Harbor Boulevard, Weehawken, New Jersey. Of the actions proposed to be taken 
at the Meeting by a vote of the stockholders, the election of the Director 
will require the approval of a plurality of the votes cast. All other 
proposals will require the approval of a majority of shares present in person 
or represented by proxy at the Meeting and entitled to vote. As of the Record 
Date, there were outstanding 4,603,985 shares of the Company's Common Stock, 
par value $.01 per share (the "Common Stock"), of which the holders of 
4,566,339 shares are entitled to vote at the Meeting. Each share of Common 
Stock entitled to vote at the Meeting is entitled to one vote. The Common 
Stock is the only issued and outstanding voting security of the Company. 

   In addition to the use of the mails, the solicitation of proxies may be 
made in person or by telephone, telecopy or telegraph by officers or regular 
employees of the Company or its subsidiaries, none of whom will receive any 
additional remuneration 
<PAGE>

therefor. The costs of solicitation will be borne by the Company, and the 
Company will reimburse brokerage houses, banks, custodians, nominees and 
fiduciaries for forwarding proxy material to beneficial owners of stock. 
Proxies are revocable at any time prior to the voting at the Meeting. The 
right to revoke a proxy prior to its use is not subject to any limitation or 
condition. 

               SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS 
                                AND MANAGEMENT 

   The following table sets forth, to the knowledge of the Company, certain 
information regarding the beneficial ownership of the Company's Common Stock 
as of November 29, 1996 (except as otherwise noted in footnote (5) to such 
table): (i) by each person or group known by the Company to own beneficially 
more than five percent of the Company's Common Stock; (ii) by each Director 
of the Company; (iii) by each of the five most highly compensated executive 
officers and other significant employees (the "named executive officers") of 
the Company during the fiscal year ended September 30, 1996; and (iv) by all 
officers, Directors and all other significant employees of the Company as a 
group. 

                                             Number of               Percent 
Name and Address(1)                           Shares(2)             of Class 
 -------------------------------            ------------            ---------- 

Arnold J. Scheine 
  120 Brighton Road 
  Clifton, New Jersey 07012                   663,380(3)              13.4% 

Marvin Cohen 
  120 Brighton Road 
  Clifton, New Jersey 07012                   421,936(4)               9.0% 

Heartland Advisors, Inc. 
  William J. Nasgovitz, 
  President 
  790 North Milwaukee Street 
  Milwaukee, Wisconsin 53202                  557,360(5)              12.1% 

Bernard Ouziel 
  120 Brighton Road 
  Clifton, New Jersey 07012                    86,800                  1.9% 

Joseph R. Barbaro 
  1140 Avenue of the Americas 
  New York, NY 10036                            4,000                  0.1% 

Gerald A. King 
  97 Commerce Way 
  Dover, Delaware 19904                       237,298                  5.2% 

Lon Mandel 
  1200 Harbor Boulevard 
  Weehawken, New Jersey 07087                  24,254                  0.5% 

                                        2
<PAGE>

                                             Number of               Percent 
Name and Address((1))                       Shares((2))             of Class 
 -------------------------------            ------------            ---------- 

Phyllis Stein 
  1200 Harbor Boulevard 
  Weehawken, New Jersey 07087                   17,051                 0.4% 

William Rella 
  120 Brighton Road 
  Clifton, New Jersey 07012                    150,629                 3.2% 

All officers, Directors and 
  other significant employees 
  as a group (11 persons)                    1,663,402                32.3% 

- ------ 
(1) Unless otherwise indicated, the named beneficial owner possesses sole 
    voting and dispositive power with respect to the shares. 

(2) Assumes exercise of incentive stock options presently outstanding and 
    exercisable within 60 days as follows: Mr. Scheine - 330,000; Mr. Cohen - 
    83,000; Mr. Ouziel - 47,200; Mr. Rella - 64,000; all officers, Directors 
    and other significant employees, as a group 554,350. 

(3) Includes 7,330 shares of Common Stock owned of record and beneficially by 
    Mr. Scheine's wife as to which shares he disclaims beneficial ownership 
    and 175,000 shares of Common Stock registered in the name of HAS 
    Investments, L.P., a limited partnership created for estate planning 
    purposes. 

(4) Includes 2,200 shares of Common Stock owned of record and beneficially by 
    Mr. Cohen's wife as to which shares he disclaims beneficial ownership. 

(5) Based on information obtained directly from Heartland Advisors, Inc. as 
    of November 25, 1996. 

                                  PROPOSAL 1 
                             ELECTION OF DIRECTOR 

   The Board of Directors is composed of four members. The Restated 
Certificate of Incorporation and By-laws of the Company divide the Board into 
three classes, as nearly equal in size as possible, with one class of 
Directors elected each year for a three-year term. It is intended that the 
shares of stock represented by the proxies will, unless such authority is 
withheld, be voted in favor of the following person as a Class II Director of 
the Company, to hold office until the Annual Meeting of Stockholders in 2000 
and until his successor shall be elected and shall qualify: 

   Bernard Ouziel - age 58. A Director since 1983; Mr. Ouziel has been a 
practicing attorney in private practice for more than the last five years. 

                            THE BOARD RECOMMENDS A 
                       VOTE FOR THE NOMINEE NAMED ABOVE 

   The terms of office of the following Directors will continue beyond the 
Meeting: 

   
   Arnold J. Scheine - age 59 - President and a Director since 1969. Mr. 
Scheine's term will expire in 1998. 
    

                                        3
<PAGE>

   Marvin Cohen - age 62 - Senior Vice President and Secretary since 1981 and 
a Director since 1969. Mr. Cohen's term will expire in 1998. 

   Joseph R. Barbaro - age 51 - a Director since 1996; Mr. Barbaro has been a 
partner in the accounting firm of Phillips Gold and Company, LLP for more 
than the last five years. Mr. Barbaro's term will expire in 1999. 

   Mr. Ouziel performed legal services for the Company during the fiscal year 
ended September 30, 1996 and was paid therefor the aggregate sum of $58,144. 
The firm of Phillips Gold and Company, LLP, of which Mr. Barbaro is a 
partner, performed accounting, tax and other consulting services during the 
fiscal year ended September 30, 1996 and was paid therefor the aggregate sum 
of $143,467. 

   There are no family relationships between or among any Directors, 
executive officers or other significant employees of the Company. 

COMMITTEES AND MEETINGS OF THE BOARD 

   The business and affairs of the Company are managed under the direction of 
the Board of Directors. The Board has responsibility for establishing broad 
corporate policies and for the overall performance of the Company rather than 
day-to-day operating details. Members of the Board are kept informed of the 
Company's business by various reports and documents sent to them each month, 
as well as by reports presented at meetings of the Board and its committees 
by officers and employees of the Company and its subsidiaries. During fiscal 
1996, the Board met nine times (including actions by unanimous written 
consent). All the Directors attended all of the meetings of the Board and 
each committee on which he sat during such year. During Fiscal 1996, the 
Board had five committees: the Audit Committee, the Compensation Committee, 
the Stock Option Committee, which administers the 1983 and 1993 Incentive 
Stock Option Plans (the "ISO Plans"), the 1994 Employee Stock Purchase Plan 
Committee and the 1993 Non-Employee Directors Stock Option Committee. 
Messers. Barbaro, as chairman, and Ouziel were members of the Audit 
Committee, Messers. Ouziel, as chairman, and Barbaro were members of the 
Compensation and Stock Option Committees, Messrs. Scheine, as chairman, and 
Ouziel were members of the 1994 Employee Stock Purchase Plan Committee and 
Messrs. Scheine, as chairman, and Cohen were members of the 1993 Non-Employee 
Directors Stock Option Committee. The Audit Committee, which met once during 
fiscal 1996, generally reviews the scope and procedures of the audit 
activities of the auditors and reports on their examinations. It also reviews 
reports, if any, from the Company's financial management and independent 
auditors on compliance with corporate policies and the adequacy of the 
Company's internal accounting controls. The Compensation Committee, which 
administers and reviews the compensation of senior management and the 
Company's benefits plans, met one time. During Fiscal 1996, the 1994 Employee 
Stock Purchase Plan Committee, the Stock Option Committee and the 1993 
Non-Employee Directors Stock Option Plan Committee each met one time. 

COMPENSATION OF DIRECTORS 

   Each director who is not an officer of the Company receives a $5,000 
annual director's fee and a $500 fee for each meeting he attends. Directors 
who are officers of the Company 

                                        4
<PAGE>

do not receive additional compensation for service as directors. In addition, 
pursuant to the terms of the Company's 1993 Non-Employee Directors Stock 
Option Plan, on the fifth business day following the public release of the 
Company's annual earnings for any fiscal year in which the sales and net 
income per share of Common Stock increases by more than 5% over the prior 
fiscal year, each non-employee director, who has been a non-employee director 
at all times during the fiscal year, shall be granted a non-qualified option 
to purchase 5,000 shares of the Company's Common Stock. Each such option 
shall be exercisable pro rata over the five year period following, and shall 
have an exercise price per share equal to the fair market value of the Common 
Stock on, the date of grant. Based on 1996's results, options covering 5,000 
shares are issuable under the 1993 Plan, as presently in effect. If Proposal 
4 is approved by the stockholders at the annual meeting, 22,000 shares will 
be issuable. 

                     REPORT OF THE COMPENSATION COMMITTEE 

   In order to attract, retain and motivate executives who will contribute to 
the Company's success, the Company's executive compensation philosophy is to 
provide competitive pay for competitive performance and superior pay for 
superior performance. 

   To create a structure of compensation that achieves these critical goals, 
the Compensation Committee relies on: 

  --  A performance review system that provides a forum for dialogue and 
      relates salary increases to competitive conditions and bonuses to 
      performance. 

  --  A program for providing long-term incentive opportunities in the form 
      of stock options that relate executive awards directly and solely to 
      stockholder gains. 

THE COMPENSATION PROGRAM IN GENERAL 

   The Company's executive pay program is made up of the following elements: 

   Base Salary. Salaries of the named executive officers are listed in the 
Summary Compensation Table. The following considerations are used in 
determining the appropriate salary level: (a) their experience; (b) their 
level of responsibility for corporate results and functions; and (c) external 
pay practices. 

   Bonuses. Bonuses paid to the named executive officers are also listed in 
the Summary Compensation Table. The following considerations are used in 
determining the appropriate bonuses: (a) employment agreements in effect; (b) 
the individual's performance and contribution to the Company's goals; and (c) 
the overall profitability of the Company. 

   Stock Options. Stock options encourage and reward effective management and 
employee performance resulting in long-term corporate financial success, as 
measured by stock price appreciation. Stock options only have value to the 
recipient if the price of the Company's stock appreciates in value from the 
date the stock options are granted, a benefit in which the Company's 
stockholders participate as well. 

                                          Sincerely, 

                                          Bernard Ouziel, Chairman 

                                        5
<PAGE>

                            EXECUTIVE COMPENSATION 

SUMMARY COMPENSATION TABLE 

   The following table sets forth, for the fiscal years indicated, the cash 
and other compensation provided by the Company and its subsidiaries to each 
of the named executive officers of the Company in all capacities in which 
they served. 

                          SUMMARY COMPENSATION TABLE 

<TABLE>
<CAPTION>
                                                                                   Long Term        All Other 
                                                 Annual Compensation              Compensation     Compensation 
                                      ---------------------------------------    --------------   -------------- 
                                                                Other Annual         Awards 
         Name and            Fiscal     Salary       Bonus      Compensation        Options 
    Principal Position        Year        ($)         ($)            ($)            (#)(1,2)          ($)(3) 
- ----------------------------------------------------------------------------------------------------------------
<S>                         <C>       <C>           <C>         <C>              <C>              <C>
ARNOLD J. SCHEINE             1996      550,299(4)  369,871(4)        0                   0           16,218 
President & Chief             1995      356,776     330,500           0             226,000           15,352 
Executive Officer             1994      309,518           0           0              44,000           15,332 

MARVIN COHEN                  1996      274,143     125,457           0                   0           16,965 
Senior Vice President &       1995      242,464     124,650           0              22,000           15,950 
Secretary                     1994      217,509           0           0              11,000           16,003 

WILLIAM RELLA                 1996      360,000     412,576           0                   0           14,679 
President-Fulfillment         1995      240,000     437,500           0              80,000           14,679 
Services                      1994      240,000      34,485           0                   0           14,679 

LON MANDEL                    1996      180,000     506,609           0                   0            2,876 
President and CEO,            1995      180,000     503,251           0                   0            2,310 
The SpeciaLISTS Ltd.          1994      190,000     420,292           0              11,000            2,790 

PHYLLIS STEIN                 1996       96,803     207,191           0                   0            2,916 
President-List Brokerage      1995      157,850     227,940           0                   0            1,985 
The SpeciaLISTS Ltd.          1994      146,534     172,493           0               5,500            2,662 
- ---------------------------------------------------------------------------------------------------------------
</TABLE>

- ------ 
(1)  The Company does not grant SARs. All options granted were incentive or 
     non-qualified stock options. 

(2)  Stock options for the 1995 and 1994 fiscal years have been adjusted, 
     where appropriate, to give effect to the 10% stock dividend paid in 
     January, 1995 and the 2 for 1 stock split paid as a 100% stock dividend 
     on October 24, 1995. 

(3)  Consists of (i) with the exception of Mr. Rella, the Company's matching 
     contribution to the Company's 401(k) Plan and (ii) as to Messrs. 
     Scheine, Cohen and Rella, the total premiums on split-dollar insurance 
     policies during such fiscal year. 

(4)  Effective October 1, 1995, the Company and a wholly owned group company 
     entered into three year employment agreements with Mr. Scheine. The 
     annual base salaries under the agreements aggregate $545,000, along with 
     other benefits as are customarily given to executives of the Company. 
     Mr. Scheine will receive an annual bonus equal to two percent of the 
     first five million dollars of pre-tax income and three percent of 
     pre-tax income in excess of five million dollars. If the bonus reaches 
     $500,000, a new formula will be negotiated for any excess amount. In 
     addition, a $6,000 loan previously made to Mr. Scheine was forgiven. 

                                        6
<PAGE>

STOCK OPTION GRANTS 

   No options were granted during the company's last fiscal year to the named 
executive officers. 

STOCK OPTIONS EXERCISES AND HOLDINGS 

   The following table sets forth information concerning stock options 
exercised during the last fiscal and stock options held as of the end of the 
last fiscal year by the named executive officers. 

             AGGREGATED OPTION EXERCISES IN LAST FISCAL YEAR AND 
                        FISCAL YEAR-END OPTIONS VALUES 

<TABLE>
<CAPTION>
                                                                                     Value of Unexercised 
                                                             Number of Unexercised   In-the-Money Options 
                                                                   Options at                 at 
                                                                   FY-End (#)             FY-End ($) 

                     Shares Acquired on    Value Realized         Exercisable/           Exercisable/ 
       Name             Exercise (#)            ($)              Unexercisable           Unexercisable 
 -----------------   ------------------   ----------------    ---------------------   -------------------- 
<S>                  <C>                  <C>                 <C>                    <C>
Arnold J. Scheine               0                    0              440,000/ 50,000   3,009,600/412,500 
Marvin Cohen                    0                    0              149,000/ 25,000   1,142,570/206,250 
William Rella             132,000            2,438,702               64,000/104,000     505,984/515,984 
Lon Mandel                 11,000              251,625                            0                 0/0 
Phyllis Stein               5,500              125,813                            0                 0/0 
 -----------------   ------------------   ----------------    ---------------------   -------------------- 
</TABLE>

THE 1983 AND 1993 INCENTIVE STOCK OPTION PLANS 

   The Company's 1983 ISO Plan expired on May 24, 1993, and the Company's 
1993 ISO Plan was adopted by the stockholders of the Company in March 1993 to 
replace it. Both ISO Plans are qualified plans under section 422 of the 
Internal Revenue Code of 1986, as amended (the "Code"). Under the 1983 ISO 
options for 341,200 shares were exercised during the period ended November 
29, 1996 and 224,700 were outstanding as of November 29, 1996. The 1993 ISO 
Plan authorizes the granting of options to purchase up to 2,200,000 shares of 
Common Stock until November 3, 2002. As of November 29, 1996, options to 
purchase an aggregate of 690,087 shares of Common Stock had been granted 
under the 1993 ISO Plan and 606,373 options were outstanding. During the 
period ended November 29, 1996, 40,463 options had been exercised. 

401 (K) RETIREMENT SAVINGS PLAN 

   During fiscal 1991, the Company established the LCS Industries Inc., 
Employee Retirement Savings Plan (the "401(k) Plan"). The 401(k) Plan allows 
employees of the 

                                        7
<PAGE>

Company to defer a portion of their compensation on a pre-tax basis through 
contributions to the 401(k) Plan. For the period January 1, 1996 to June 30, 
1996, the Company provided a matching contribution to a maximum of 35% of the 
employee's first 6% contributed. For the remainder of fiscal year 1996, the 
matching contribution was to a maximum of 25% of the employee's first 6% 
contributed. The Company's matching contribution to the 401(k) Plan amounted 
to $196,000 during the 1996 fiscal year. The Company may also make a 
discretionary contribution to the 401(k) Plan. In the fiscal year ended 
September 30, 1996, no discretionary contributions were made to the 401(k) 
Plan. 

1994 EMPLOYEE STOCK PURCHASE PLAN 

   At the annual meeting of stockholders in March 1994, the 1994 Employee 
Stock Purchase Plan was adopted. The Plan provides eligible employees of the 
Company and its subsidiaries the opportunity to acquire up to 300,000 shares 
of Common Stock. Purchases are made on a monthly basis through payroll 
deductions of from 1% to 10% of eligible compensation. Shares are offered at 
a 15% discount from the closing price on the last trading date of each month 
with no brokerage commissions. A total of 9,968 shares were purchased during 
the fiscal year ended September 30, 1996. 

                                        8
<PAGE>

COMPANY PERFORMANCE 

   The graph and table below compares for each of the last five fiscal years 
the cumulative total return of the Company, The Nasdaq Stock Market(SM) and a 
peer group (19 companies) comprising companies within SIC code 7374. The 
cumulative total returns of Company Common Stock and the two comparative 
indices assume $100 invested in each on September 30, 1991 and also assume 
reinvestment of dividends. 


                COMPARISON OF FIVE YEAR CUMULATIVE TOTAL RETURN               
          AMONG LCS INDUSTRIES, INC., THE NASDAQ STOCK MARKET-US INDEX
                                AND A PEER GROUP

     900|------------------------------------------------------------------| 
        |                                                                  | 
        |                                                 *                | 
     800|------------------------------------------------------------------| 
        |                                                                  | 
        |                                                           *      | 
     700|------------------------------------------------------------------| 
        |                                                                  | 
        |                                                                  | 
 D   600|------------------------------------------------------------------| 
 O      |                                                                  | 
 L      |                                                                  | 
 L   500|------------------------------------------------------------------| 
 A      |                                                                  | 
 R      |                                                                  | 
 S   400|------------------------------------------------------------------| 
        |                                                                  | 
        |                                                           &      | 
     300|------------------------------------------------------------------| 
        |                                                 &         #      |
        |                                                 #                | 
     200|------------------------------------------------------------------| 
        |                         *&#         *&#                          |
        |              *&#                                                 | 
     100|---*&#------------------------------------------------------------|
        |                                                                  |
        |                                                                  | 
       0|----|----------|---------|-----------|-----------|---------|------| 
            9/91       9/92      9/93        9/94       9/95       9/96    

                                                                             
            * = LCS INDUSTRIES, INC.                  & = PEER GROUP
                           # = NASDAQ STOCK MRKT - US



                                            Year Ended September 30,
                                 ---------------------------------------------
                                 1991    1992    1993    1994    1995    1996
                                 ----    ----    ----    ----    ----    ----

LCS Industries*                  100     122     143     162     806     727

Peer Group&                      100     124     162     192     244     340

The Nasdaq Stock Market(SM)#     100     112     147     148     204     243

                                        9
<PAGE>

                                  PROPOSAL 2 

                  RATIFICATION OF APPOINTMENT OF INDEPENDENT 
                                   AUDITORS 

   The Board recommends that the stockholders ratify its selection of 
Deloitte & Touche LLP, independent auditors, to audit the accounts of the 
Company for fiscal year 1997. Deloitte & Touche LLP has audited the accounts 
of the Company beginning with the fiscal year ended September 30, 1986. A 
representative of Deloitte & Touche LLP will be present at the Meeting, will 
have the opportunity to make a statement if he desires to do so and will be 
available to respond to appropriate questions raised at the Meeting. In the 
event that the stockholders do not ratify the selection of Deloitte & Touche 
LLP, the Board will reconsider the appointment. 

                            THE BOARD RECOMMENDS A 
               VOTE FOR THE APPOINTMENT OF INDEPENDENT AUDITORS 

                                  PROPOSAL 3 

                    RATIFICATION OF GRANTING NON-QUALIFIED 
                                STOCK OPTIONS 

   The Board recommends that the stockholders ratify the granting of 
non-qualified options (the "Excess Options") to Mr. Arnold J. Scheine, 
President and Chief Executive Officer, and Mr. Marvin Cohen, Senior Vice 
President and Secretary, to purchase 23,600 and 11,800 shares, respectively, 
of the Company's Common Stock. The Excess Options consist of that portion of 
the non-qualified 10-year options granted to Mr. Scheine and Mr. Cohen on 
February 6, 1995 to purchase 50,000 and 25,000 shares, respectively, (the 
"1995 Options") which in the aggregate exceeded one percent of the Company's 
voting outstanding shares of Common Stock as of that date. The Excess Options 
are exercisable at $5.75 per share (the fair market value on the date of 
grant) with 25% of each Excess Option vesting on the date of stockholder 
approval, and an additional 25% of each Excess Option vesting on April 1, 
July 1 and October 1, 1997. In March, 1996, the Company was advised that, in 
accordance with Schedule D of The Nasdaq Stock Market(SM) By-laws, the granting 
of options in excess of one percent of the Company's voting outstanding 
shares of Common Stock requires stockholder approval. Stockholders are not 
being asked to ratify or approve the grant of any portion of the 1995 Options 
except the Excess Options to purchase an aggregate of 35,400 shares of the 
Company's Common Stock. In the event stockholders fail to ratify the grant of 
the Excess Options, the Excess Options will be cancelled and the remaining 
1995 Options granted to Messrs. Scheine and Cohen to purchase 26,400 and 
13,200 shares, respectively, which are fully vested, will remain in full 
force and effect. All information in the foregoing paragraph has been 
adjusted to reflect the 2 for 1 stock split paid as a 100% stock dividend on 
October 24, 1995. The 1995 Options were granted in recognition of their 
continued contributions to the Company's growth and success and, therefore, 
your ratification of the granting of the Excess Options is requested. 

                            THE BOARD RECOMMENDS A 
             VOTE FOR THE GRANTING OF NON-QUALIFIED STOCK OPTIONS 

                                       10
<PAGE>

                                  PROPOSAL 4 

        APPROVAL OF THE 1996 NON-EMPLOYEE DIRECTORS STOCK OPTION PLAN 

   The Board recommends that the stockholders approve the Company's 1996 
Non-Employee Directors Stock Option Plan (the "1996 Directors Plan") to 
replace the 1993 Non-Employee Directors Stock Option Plan (the "1993 
Directors Plan"). The 1996 Plan will permit the grant of options for an 
aggregate of 250,000 shares of the Company's Common Stock to Directors who 
are not employees of the Company. If the stockholders approve the 1996 
Directors Plan, the 1993 Directors Plan will be terminated retroactive to 
September 30, 1996. 

   The Board believes that the adoption of the 1996 Directors Plan to replace 
the 1993 Directors Plan will permit the Company to more effectively compete 
with other organizations offering similar plans in attracting and retaining 
directors of exceptional talent who are able to make important contributions 
to the Company by giving them a direct and long-term interest in the 
Company's future success. The Board of Directors believes that approval of 
the 1996 Directors Plan is in the best interests of the Company and its 
stockholders and is necessary to redress the unintended unfairness to 
eligible Directors under the 1993 Directors Plan in that the 5,000 shares of 
Common Stock to be covered by each grant would become less valuable as the 
Company declared stock dividends and stock splits. The 1996 Directors Plan 
would eliminate this unfairness by adjusting the awards with respect to each 
of the Company's fiscal years commencing after September 30, 1995 to reflect 
the 10% stock dividend paid on January 30, 1995 and the 2 for 1 stock split 
in the form of a 100% stock dividend paid on October 24, 1995. The full text 
of the 1996 Directors Plan is attached as Annex A, and reference is made 
thereto for a complete statement of its terms. Below is a brief description 
of the principal features of the 1996 Directors Plan. 

GENERAL INFORMATION ABOUT THE 1996 DIRECTORS PLAN 

   The purpose of the 1996 Directors Plan is to encourage the long-term 
growth of stockholder value by offering incentives to non-employee directors 
in addition to their cash fees. In addition, the 1996 Directors Plan is 
intended to permit the Company to compete with other organizations offering 
similar plans in attracting and retaining directors of exceptional talent who 
are able to make important contributions to the Company by giving them a 
direct and long-term interest in the Company's future success. 

ADMINISTRATION 

   The 1996 Directors Plan will be administered by the Directors Plan 
Compensation Committee of the Board of Directors (the "Directors Plan 
Committee"). Members of the Directors Plan Committee are not eligible to 
participate in the 1996 Directors Plan and must number not less than two 
directors. 

                                       11
<PAGE>

   The Directors Plan Committee has broad authority to construe and interpret 
the 1996 Directors Plan, to define the terms used in it, to prescribe, amend 
and rescind rules and regulations relating to the administration of the 1996 
Directors Plan, and to make all other determinations necessary or advisable 
for the administration of the 1996 Directors Plan. 

ELIGIBILITY 

   Persons eligible to receive awards under the 1996 Directors Plan must be 
non-employee directors on the date of grant of an award but cannot have been 
employees of the Company or any of its subsidiaries at any time during the 
fiscal year of the Company immediately preceding the date of grant. 

TIMING AND AMOUNT OF AWARDS 

   Each eligible director shall be granted (with respect to the Company's 
fiscal year ended September 30, 1996) an award of and option to purchase 
11,000 shares of the Company's Common Stock on the date of stockholder 
approval of the 1996 Directors Plan. Each eligible director shall also be 
granted an award of and option to purchase 11,000 shares (subject to 
antidilution adjustments) of the Company's Common Stock on the fifth business 
day following the public release of the Company's annual earnings for any 
fiscal year commencing after September 30, 1996 in which the sales and net 
income per share of Common Stock increases by more than 5% over the prior 
fiscal year subject to antidilution adjustments. 

STOCK SUBJECT TO THE 1996 DIRECTORS PLAN 

   Shares of the Company's authorized but unissued Common Stock or shares of 
Common Stock reacquired by the Company may be issued upon exercise of options 
under the 1996 Directors Plan. The aggregate number of shares of stock to be 
issued upon exercise of options granted under the 1996 Directors Plan may not 
exceed 250,000 shares subject to antidilution adjustments. If any option 
lapses or terminates for any reason without having been fully exercised, the 
shares subject to the option again become available for future awards. 

TERMS OF OPTIONS 

   Options granted under the 1996 Directors Plan shall be non-qualified stock 
options. The exercise price of all options will be equal to 100% of the fair 
market value of the Common Stock on the date of grant. 

   Stock options shall be exercisable pro rata annually over the five year 
period following the date of grant. The purchase price of the stock purchased 
upon exercise of any option must be paid in full in cash or by check at the 
time of each exercise of the option or by certificates for Common Stock or a 
combination of each. Option holders are protected by antidilution adjustments 
in the event of a stock dividend, recapitalization, merger, consolidation, 
split-up, combination or exchange of shares or the like. 

TERMINATION OF RELATIONSHIP 

   An option granted under the 1996 Directors Plan shall not be transferable 
by the optionee other than by will or by the laws of descent and 
distribution. During his lifetime, each such option shall be exercisable only 
by the optionee to whom granted. 

                                       12
<PAGE>

   If any optionee ceases to be a director of the Company by reason of his 
death or disability, his options may thereafter be exercised only to the 
extent to which each was exercisable at the time of his death or disability 
or for two years thereafter whichever period is shorter. If an optionee 
ceases to be a director of the Company for any reason other than death or 
disability, his options may thereafter be exercised to the extent it was 
exercisable at the time he ceased to be a director but no longer than three 
months after he ceased to be a director. 

AMENDMENT AND TERMINATION 

   Awards may be granted under the 1996 Directors Plan any time within the 
ten year period following the effective date of the plan. The Directors Plan 
Committee may at any time suspend, amend or terminate the 1996 Directors 
Plan. However, except for certain adjustments made in the event of a change 
in the outstanding shares of the Company's Common Stock, no amendments may be 
adopted that would cancel or impair any previously granted option, or that 
would materially increase the total number of shares which may be issued 
under the 1996 Directors Plan, change those eligible to receive Awards, or 
materially increase the benefits accruing to holders of options under the 
1996 Directors Plan without the consent of the Company's Stockholders. 

FEDERAL INCOME TAX CONSEQUENCES 

   Under current law, there will be no federal income tax consequences to 
either the optionee or the Company upon the grant of a non-qualified stock 
option. On the exercise of a non-qualified stock option, the optionee has 
taxable income equal to the excess of the fair market value of the shares on 
the exercise date over the exercise price of the option. The Company will be 
entitled to a tax deduction in an amount equal to the optionee's taxable 
income. 

                            THE BOARD RECOMMENDS A 
                 VOTE FOR APPROVAL OF THE 1996 DIRECTORS PLAN

                        ANNUAL REPORT TO STOCKHOLDERS 

   The annual report to stockholders concerning the operations of the Company 
for the fiscal year ended September 30, 1996, including financial statements 
for that year, accompanies this proxy statement. Such report is not to be 
treated as part of these proxy soliciting materials. The Company will provide 
to each stockholder, on written request addressed to the Director of Investor 
Relations, a copy of the Company's most recent Annual Report on Form 10-K as 
filed with the Securities and Exchange Commission including the financial 
statements and schedules thereto. 

              COMPLIANCE WITH SECTION 16(A) OF THE EXCHANGE ACT 

   Section 16(a) of the Securities exchange Act of 1934 requires the 
Company's executive officers and directors and persons who own more than 10% 
of a registered class of the Company's equity securities, to file reports of 
ownership and changes in ownership with the 

                                       13
<PAGE>

Securities and Exchange Commission and the National Association of Securities 
Dealers, Inc. Executive officers, directors and greater than 10% stockholders 
are required by SEC regulation to furnish the Company with copies of all 
Section 16(a) forms they file. 

   Based solely upon a review of the copies of such forms furnished to the 
Company and any written representations from certain reporting persons that 
no Forms 5 were required for those persons, the Company believes that during 
fiscal 1996 all filing requirements applicable to its executive officers, 
directors and greater than 10% beneficial owners were complied with, except 
for one officer. Such person was Kathryn Barber, former President of the 
Outbound Telemarketing Services Division, who filed, however, not on a timely 
basis, three Form 4's relating to her beneficial sale of 13,200 shares of 
Common Stock. 

                                OTHER MATTERS 

   The Board does not intend to bring any other matters before the Meeting 
and, at the time of filing this Proxy Statement with the Securities and 
Exchange Commission, is not aware that any other matters are to be presented 
for action at the Meeting by others. If Mr. Ouziel is unavailable for 
election as Director, or if any other matters properly come before the 
Meeting, it is intended that the shares represented by proxies will be voted 
with respect thereto in accordance with the judgment of the person or persons 
voting the proxies. 

                            STOCKHOLDER PROPOSALS 

   Stockholder proposals for inclusion in the Company's proxy material 
relating to its 1998 Annual Meeting of Stockholders must be received by the 
Company no later than August 31, 1997. Any such proposal must comply with the 
requirements of Rule 14a-8 under the Securities Exchange Act of 1934. 

   Proposals should be addressed to: Secretary of the Company, 120 Brighton 
Road, Clifton, New Jersey 07012-1694. 

                                            By Order of the Board of Directors 

                                            Marvin Cohen 
                                            Secretary 

                                       14
<PAGE>

                                                                         ANNEX A

                             LCS INDUSTRIES, INC. 

                1996 NON-EMPLOYEE DIRECTORS STOCK OPTION PLAN 

    1. Purposes. The purposes of the 1996 Non-Employee Directors Stock Option 
       Plan (the "Plan") of LCS Industries, Inc., a Delaware corporation (the 
       "Company"), are to enable the Company to attract and retain 
       independent directors and to provide such directors with additional 
       incentives to promote the interests of the Company and its 
       stockholders. 

    2. Definitions. For purposes of the Plan, the following terms shall be 
defined as set forth below: 

        a. "Award" means Stock Options granted to eligible Non-Employee 
           Directors of the Company.
 
        b. "Board" means the Board of Directors of the Company.

        c. "Code" means the Internal Revenue Code of 1986, as amended.

        d. "Committee" means the Committee referred to in Section 3 of the 
           Plan. If at any time no Committee shall be in office, then the 
           functions of the Committee specified in the Plan shall be exercised 
           by those members of the Board who ANNEX A are not eligible to 
           participate in the Plan.
 
        e. "Company" means LCS Industries, Inc., a corporation organized under 
           the laws of the State of Delaware (or any successor corporation).
 
        f. "Disability" means a permanent and total disability as determined 
           under the Company's long-term disability program or if no such 
           program has been adopted, for purposes of the Plan, "Disability" 
           shall mean the continuous absence of a director for 187 consecutive 
           days or more due to physical or mental illness or incapacity.
 
        g. "Fair Market Value" means the value of a share of Common Stock on a 
           particular date, determined as follows: (i) if the Common Stock is 
           listed on such a date on one or more national securities exchanges 
           or is quoted on NASDAQ, the last reported sales price of a share of 
           Common Stock on such date as recorded on the composite tape system, 
           or, if such system does not cover the Common Stock, the last 
           reported sale price of a share of Common Stock on such date on the 
           principal national securities exchange on which the Common Stock is 
           listed, or if the Common Stock is not listed on any national 
           securities exchange on such date, the last reported sale price of a 
           share of Common Stock on such date as reported by NASDAQ, or, if no 
           sale of Common stock took place on such date, the last reported 
           sale price of a share of Common Stock on the most recent day on 
           which a sale of a share of Common Stock took place as recorded by 
           such system or on such exchange or as reported by NASDAQ, as the 
           case may be, or (ii) if the Common Stock is neither listed on such 
           date on a national securities exchange nor quoted on NASDAQ, as 
           determined by the Committee.
 
        h. "NASDAQ" means the Automated Quotation System of the National 
           Association of Securities Dealers, Inc. 

        i. "Non-Employee Directors" means directors of the Company who are 
           neither officers nor full-time employees of the Company or any 
           direct or indirect subsidiary of the Company. 

        j. "Non-Qualified Stock Option" means any Stock Option that is not an 
           incentive stock option within the meaning of Section 422 of the 
           Code.
 
        k. "Participant" means a Non-Employee Director to whom an Award has 
           been granted. 

        l. "Stock" or "Common Stock" means the Common Stock, $.01 par value, 
           of the Company. 

        m. "Stock Option" means any option to purchase shares of Stock 
           granted pursuant to Section 6 below. 


                                      A-1
<PAGE>

        n. "Subsidiary" means any corporation of which more than 50% of the 
           outstanding stock having ordinary voting power to elect a majority 
           of the board of directors of such corporation is at the time 
           directly or indirectly owned by the Company or by one or more of 
           its subsidiaries. 

    3. Administration. 

      a. The Plan shall be administered by a committee (the "Committee") of 
         the Board consisting of not less than two directors who are not 
         eligible to participate in the Plan. 

      b. The interpretation and construction by the Committee of any 
         provisions of the Plan or any Award granted under it shall be final, 
         binding and conclusive on all parties in the absence of manifest 
         error. The Committee shall have the authority to adopt, alter and 
         repeal such administrative rules, guidelines and practices governing 
         the Plan as it shall, from time to time, deem advisable, to 
         interpret the terms and provisions of the Plan and any Award issued 
         under the Plan (and any agreements related thereto), and to 
         otherwise administer the Plan. No member of the Committee shall be 
         liable for any action or determination made in good faith with 
         respect to the Plan or any Award granted under it. 

      c. All actions of the Committee with respect to the Plan shall require 
         the vote of a majority of its members or, if there are only two 
         members, by the vote of both. 

    4. Eligibility; Timing and Amount of Awards. The persons who shall be 
       eligible to receive Awards under the Plan shall be those directors of 
       the Company who are Non-Employee Directors at the date of grant of an 
       Award and who were non employees of the Company or any of its 
       Subsidiaries at any time during the fiscal year of the Company 
       immediately proceeding such date of grant. Subject to the provisions 
       of Section 5(d) hereof, each Non-Employee Director shall be granted an 
       Award covering 11,000 shares of Common Stock on the date the Plan is 
       approved by the stockholders of the Company and on the fifth business 
       day following the public release of the Company's annual earnings with 
       respect to any fiscal year of the Company commencing after September 
       30, 1996 in which the sales and net earnings per share of Common Stock 
       increased by more than 5% over the prior fiscal year. 

    5. Stock; Adjustment upon Certain Events. 

      a. The Stock subject to the Awards granted under the Plan shall be 
         shares of the Company's authorized but unissued Common Stock or 
         shares of Common Stock reacquired by the Company. 

      b. Subject to the provisions of Sections 5(d), 5(e) and 5(f) hereof, 
         the aggregate number of shares of Common Stock that may be issued 
         pursuant to Awards granted under the Plan shall not exceed 250,000 
         shares of Common Stock. In the event that any outstanding Award or 
         portion thereof is for any reason forfeited, cancelled or otherwise 
         terminated prior to its exercise, the shares of Common Stock covered 
         by such Award or portion thereof shall again be available for the 
         grant of Awards under the Plan. 

      c. No fractional shares of Common Stock shall be issued or transferred 
         in connection with the exercise of any Award. In lieu thereof, the 
         Company shall pay to the optionee a cash adjustment equal to the 
         portion of the Fair Market Value of one share of Common Stock on the 
         date of the Award represented by the fractional share of Common 
         Stock which would otherwise be issued. 

      d. In the event that, prior to the expiration of an Award theretofore 
         granted, the Company shall effect a subdivision, recapitalization or 
         consolidation of the shares of its Common Stock or the payment of a 
         stock dividend in Common Stock upon such shares without the receipt 
         of consideration, then (i) if such event shall result in an increase 
         in the number of issued shares of Common Stock, the number of shares 
         of Common stock covered by an Award shall be proportionately 
         increased, the exercise price per share of Common Stock covered by 
         the Award shall be proportionately reduced, and the number of shares 
         of Common Stock which may be Awarded under the Plan shall be 
         proportionately increased, and (ii) if such event shall result in a 
         decrease in the number of issued shares of Common Stock, the number 
         of shares of Common Stock covered by an Award shall be 
         proportionately decreased, the exercise price per share of Common 


                                      A-2
<PAGE>


         Stock covered by an Award shall be proportionately increased and the 
         number of shares of Common Stock which may be awarded under the Plan 
         shall be proportionately decreased. In the event that, prior to the 
         granting, as specified in the Plan, of all possible Awards, the 
         Company shall effect a subdivision, recapitalization or 
         consolidation of the shares of its Common Stock or the payment of a 
         stock dividend in Common Stock upon such shares without the receipt 
         of consideration, then (iii) if such event shall result in an 
         increase in the number of issued shares of Common Stock, the number 
         of shares covered by each ungranted Award shall be proportionately 
         increased and (iv) if such event shall result in a decrease, the 
         number of shares covered by each ungranted Award shall be 
         proportionately decreased. 

      e. In the event the Company shall be the surviving corporation in any 
         merger, consolidation, combination or reorganization, each 
         outstanding Award shall be deemed to pertain to and apply to the 
         securities to which the recipient of the Award would have been 
         entitled if the Award had been exercised in full immediately prior 
         to such merger, consolidation, combination or reorganization of the 
         Company, and shall otherwise be deemed to be fully effective without 
         change. 

      f. In the event the Company shall not be the surviving corporation in 
         any merger, consolidation, combination or reorganization, or in the 
         event the Company is to be dissolved or liquidated, then, unless the 
         surviving corporation assumes the outstanding Awards or substitutes 
         for the outstanding Awards new awards which are determined by the 
         Board, in its sole discretion, to be substantially similar in nature 
         and equivalent in terms and value, to the Awards then outstanding, 
         (i) all restrictions and conditions (other than those required by 
         applicable Federal or state securities laws or by the rules, 
         regulations or other requirement of the Securities and Exchange 
         Commission, NASDAQ or any stock exchange upon which the Common Stock 
         is then listed) imposed on the transfer of any shares of Common 
         Stock issued upon the previous exercise of Stock Options under the 
         Plan shall lapse on a date fixed by the Board prior to the effective 
         date of such transaction, dissolution or liquidation, (ii) the time 
         at which all Awards under the Plan then outstanding may be exercised 
         shall be accelerated and they shall become exercisable in full on or 
         before the earlier of (A) a date fixed by the Board prior to the 
         effective date of such transaction, dissolution or liquidation or 
         (B) two business days prior to the effective date of such 
         transaction, dissolution or liquidation, and (iii) upon the 
         effective date of such transaction, dissolution or liquidation, any 
         unexercised Awards under the Plan shall expire without additional 
         compensation to the holder thereof. 

      g. In the event of a change in the Common Stock as presently 
         constituted, whereby all the authorized shares of Common Stock with 
         par value are converted into the same number of shares with a 
         different par value or without par value, the shares resulting from 
         any such change shall be deemed to be the Stock for the purposes of 
         the Plan. 

      h. To the extent that the foregoing adjustments relate to Common Stock 
         or other securities of the Company, such adjustments shall be made 
         by the Committee, whose determination in this respect shall be 
         final, binding and conclusive on all parties in the absence of 
         manifest error. 

      i. Except as expressly provided in this Section 5, the issuance by the 
         Company of shares of Common Stock or of securities convertible into 
         shares of Common Stock of any class for cash, property, labor or 
         services upon direct sale, upon the exercise of rights or warrants 
         to subscribe therefor, or upon conversion of shares or other 
         securities, and in any case whether or not for Fair Market Value, 
         shall not affect, and no adjustment by reason thereof shall be made 
         with respect to, the number of shares of Common Stock subject to 
         Awards theretofore granted, the exercise prices per share of Common 
         Stock covered by Awards theretofore granted or the number of shares 
         of Common Stock which may be awarded under the Plan. 

      j. Except as expressly provided in this Section 5, no adjustment shall 
         be made in the number of shares of Common Stock to which a 
         Participant is entitled or in the number of shares of Common Stock 
         subject to Stock Options which may be awarded under the Plan by 
         reason of any dissolution, liquidation, merger or spinoff of assets 
         or stock of another corporation, or by reason of any issue by the 
         Company of shares of stock of any class, or securities convertible 
         into shares of stock of any class. 

                                       A-3
<PAGE>

      k. The grant of an Award pursuant to the Plan shall not affect in any 
         way the right or power of the Company to make adjustments, 
         reclassifications, reorganizations or changes of its capital or 
         business structure or to merge or to consolidate or to dissolve, 
         liquidate or sell, or transfer all or any part of its business or 
         assets. 

    6. Stock Options. All Stock Options granted under the Plan shall be 
       Non-Qualified Stock Options and shall have the following terms and 
       conditions. 

      a. Option Price. The option price per share of Stock purchasable under 
         a Stock Option shall be equal to 100% of the Fair Market Value of 
         the Stock on the date of the grant of the option. 

      b. Option Term. Subject to the provisions of paragraphs (f), (g) and 
         (h) of this Section 6, each Stock Option shall be exercisable for a 
         period of five years from the date the option is granted. 

      c. Exercisability. Stock Options shall be exercisable in five equal 
         installments as follows: as to one-fifth of the shares of Stock 
         covered thereby upon grant and as to an additional one-fifth after 
         each of the first, second, third and fourth anniversaries of the 
         date of grant. 

      d. Method of Exercise. Subject to Section 6(c) above, Stock Options may 
         be exercised in whole or in part at any time during the option term 
         by giving written notice of exercise to the Company specifying the 
         number of shares of Common Stock to be purchased. Such notice shall 
         be accompanied by payment in full of the purchase price, either by 
         certified or bank check. As determined by the Committee at or after 
         grant, payment in full or in part may also be made in the form of 
         unrestricted Stock already owned by the Participant (based, in each 
         case, on the Fair Market Value of the Stock on the date the Stock 
         Option is exercised). No shares of Stock shall be issued upon the 
         exercise of a Stock Option until full payment therefor has been 
         made. 

      e. Non-transferability of Options. No Stock Option shall be 
         transferable by a Participant otherwise than by will or by the laws 
         of descent and distribution, and all Stock Options shall be 
         exercisable, during the optionee's lifetime, only by the 
         Participant. 

      f. Termination by Death. If a Participant dies, the Stock Option may 
         thereafter be exercised, to the extent it was exercisable at the 
         date of the Participant's death, by the legal representative of the 
         estate of by the legatee of the Participant under the will of the 
         Participant, for a period of two years from the date of such death 
         or until the expiration of the stated term of the Stock Option, 
         whichever period is the shorter. 

      g. Termination by Reason of Disability. If a Participant ceases to be a 
         director by reason of Disability, any Stock Option held by such 
         Participant may thereafter be exercised, to the extent it was 
         exercisable at the time the Participant ceased to be a director due 
         to Disability, but may not be exercised after two years from the 
         date the Participant ceased to be a director or the expiration of 
         the stated term of the Stock Option, whichever period is the 
         shorter; provided, however, that, if the Participant dies more than 
         twelve months after the beginning of such two-year period, any 
         unexercised Stock Option held by such Participant shall thereafter 
         be exercisable to the extent it was exercisable at the time the 
         Participant ceased to be a director due to Disability for a period 
         of twelve months from the date of such death or for the stated term 
         of the Stock Option, whichever period is the shorter. 

      h. Termination for Other Reasons. If a Participant ceases to be a 
         director of the Company for reasons other than as set forth in 
         paragraphs (f) or (g) of this Section 6, any Stock Option held by 
         such Participant may thereafter be exercised to the extent it was 
         exercisable at the time the Participant ceased to be a director but 
         may not be exercised after three months from the date the 
         Participant ceased to be a director or the expiration of the stated 
         term of the Stock Option, whichever period is the shorter; provided, 
         however, that, if the Participant dies within such three-month 
         period, any unexercised Stock Option held by such Participant shall 
         thereafter be exercisable, to the extent it was exercisable at the 
         time the Participant ceased to be a director, for a period of twelve 
         months from the date of such death or for the stated term of the 
         Stock Option, whichever period is the shorter. 

                                       A-4
<PAGE>

    7. Rights as a Stockholder. A Participant or a permitted transferee of an 
       Award shall have no rights as a stockholder with respect to any shares 
       of Common Stock covered by a Stock Option until he becomes the holder 
       of record of such shares of Common Stock. Except as provided in 
       Section 5 hereof, no adjustment shall be made for dividends (ordinary 
       or extraordinary, whether in cash, securities or other property) or 
       distributions or other rights for which the record date is prior to 
       the date the Participant becomes the holder of record of such shares 
       of Common Stock. 

    8. Termination, Amendment and Modification. Awards may be granted 
       pursuant to the Plan from time to time within a period of ten years 
       from the date on which the Plan becomes effective. The Committee may, 
       at any time prior to that date, suspend or terminate the Plan and, at 
       any time or from time to time, may amend or alter the Plan (including, 
       without limitation, amendments deemed necessary or desirable by the 
       Committee in order that the Awards shall conform to any change in 
       applicable law or regulations or in any other respects; provided, 
       however, that, (a) no such action shall cancel or impair any Award 
       theretofore granted under the Plan; (b) except as provided in Section 
       5 hereof, without approval of the stockholders of the Company, no such 
       action may materially increase the total number of shares of Common 
       Stock which may be issued under the Plan, change the class of 
       individuals eligible to receive Awards under the Plan, or materially 
       increase the benefits accruing to the Participants hereunder, and (c) 
       the provisions of the Plan fixing the selection of Participants, the 
       granting and timing of Stock Options and the terms and conditions of 
       such Stock Options shall not be amended (other than to comport with 
       changes in the Code or the Employee Retirement Income Security Act of 
       1974, as amended, or the rules thereunder) more than once every six 
       months. 

    9. Investment Purposes. Each Award under the Plan shall be granted on the 
       condition that the purchase of shares of Common Stock upon exercise of 
       any Stock Option shall be for investment purposes only, and not with a 
       view to resale or distribution, and each Participant shall execute a 
       certificate, or such other documents as may be requested by the 
       Company to such effect. Certificates for shares of Common Stock 
       pursuant to the Plan shall bear such legend as the Board of the 
       Committee, in its sole discretion, determines to be necessary or 
       appropriate under Federal or state securities laws or to implement the 
       provisions of any agreement between the Participant and the Company 
       with respect to such shares of Common Stock. All certificates for 
       shares of Common Stock delivered under the Plan pursuant to the 
       exercise of a Stock Option shall be subject to such stop transfer 
       orders and other restrictions as the Committee may deem advisable 
       under the rules, regulations and other requirements of the Securities 
       and Exchange Commission, NASDAQ, any stock exchange upon which the 
       Common Stock is then listed and any applicable Federal or state 
       securities laws, and the Committee may cause a legend or legends to be 
       placed on the certificates to the foregoing effect. 

   10. Other Provisions. The agreements with respect to Awards authorized 
       under the Plan shall contain such other provisions as the Committee 
       shall deem advisable. 

   11. Non-Exclusivity. The adoption of the Plan by the Board and the 
       stockholders of the Company shall not create any limitations on the 
       power of the Committee or the Board to adopt such other incentive 
       arrangements as it may deem desirable including, without limitation, 
       the granting or issuance of stock options, shares of Common Stock or 
       other incentives otherwise than under the Plan, and such arrangements 
       may be either generally applicable or applicable only in specific 
       cases. 

   12. General Provisions. 

      a. The Company shall have the right to deduct withholding taxes, or to 
         make such other provisions as it deems necessary or appropriate to 
         satisfy its obligations to withhold Federal, state or local income 
         or other taxes incurred by reason of payments or the issuance of 
         shares of Common Stock in connection with Awards, including 
         withholding the amount of such taxes from any other sums due or to 
         become due from the Company or any of the Company's Subsidiaries to 
         the Participant upon such terms and conditions as the Committee may 
         prescribe. 

      b. Each Participant shall furnish to the Committee his current address 
         for the mailing of notices and delivery of Award agreements and 
         shares of Common Stock. Any notice under the Plan shall be deemed to 
         have been duly given if delivered, or deposited in the United States 
         mails, first-class postage prepaid and addressed, to the person for 
         whom intended at such address. 

                                       A-5
<PAGE>

      c. If any provision of the Plan shall be held invalid or unenforceable, 
         such invalidity or unenforceability shall not affect any other 
         provision hereof, and the Plan shall be construed and enforced as if 
         such provision had not been included. 

      d. Any benefit payable to or for the benefit of a minor, an incompetent 
         person or other person incapable of receipting therefor shall be 
         deemed paid when paid to such person's guardian or to the party 
         providing or reasonably appearing to provide for the care of such 
         person, and such payment shall fully discharge the Committee, the 
         Board, the Company and other parties with respect thereto. 

      e. The headings and captions herein are provided for convenience only 
         and shall not be employed in the construction of the Plan. As used 
         in the Plan, the singular includes the plural and the masculine, 
         feminine and neuter genders each includes the others. 

      f. The Plan and all of the Awards granted hereunder shall be construed 
         and enforced in accordance with the laws of the State of Delaware. 

   13. Indemnification of the Committee and the Board.  The members of the 
       Committee and the Board shall be indemnified, to the full extent 
       permitted by the Certificate of Incorporation and By-laws of the 
       Company, in connection with any action, suit or proceeding or in 
       connection with any appeal therein or settlement thereof, to which 
       they or any of them may be a party by reason of any action taken or 
       suffered or failure to act under or in connection with the Plan or any 
       Award granted thereunder. 

   14. Approval of Stockholders and Effective Date. The Plan shall not take 
       effect until approved by the holders of the requisite majority of the 
       outstanding shares of Common Stock. 

                                       A-6
<PAGE>

                             LCS INDUSTRIES, INC. 
PROXY 
             ANNUAL MEETING OF STOCKHOLDERS -- FEBRUARY 11, 1997 

   The undersigned, having received the Notice of Annual Meeting of 
Stockholders and Proxy Statement, hereby constitutes and appoints Arnold J. 
Scheine, Marvin Cohen and Pat R. Frustaci, and each of them, attorneys and 
proxies with full power of substitution to represent the undersigned at the 
Annual Meeting of Stockholders of LCS Industries, Inc. to be held at the 
offices of the SpeciaLISTS Ltd., 1200 Harbor Boulevard, Weehawken, New 
Jersey, on Tuesday, February 11, 1997 at 10:00 a.m., and any adjournment or 
adjournments thereof, with all the powers the undersigned would possess if 
personally present, upon the proposals set forth below and in their 
discretion upon any other business or matters incident to the conduct of the 
Meeting that may properly come before the Meeting. 

THE BOARD OF DIRECTORS RECOMMENDS A VOTE FOR PROPOSALS 1, 2, 3 AND 4. 

1. The election of one Director to serve a three-year term: Bernard Ouziel 
   |_|  VOTE FOR   |_|  WITHHOLD AUTHORITY TO VOTE FOR 

2. The ratification of the selection of Deloitte & Touche LLP as independent 
   auditors for the 1997 fiscal year. 
   |_| FOR   |_| AGAINST   |_| ABSTAIN 

3. The ratification of the granting of non-qualified stock options to Mr. 
   Arnold J. Scheine, President and Chief Executive Officer, and Mr. Marvin 
   Cohen, Senior Vice President and Secretary, to purchase 23,600 and 11,800 
   shares, respectively, of the Company's Common Stock, par value $.01. 
   |_| FOR   |_| AGAINST   |_| ABSTAIN 

4. The approval for the 1996 Non-Employee Directors Stock Option Plan. 
   |_| FOR   |_| AGAINST   |_| ABSTAIN 

This Proxy is solicited on behalf of the Board of Directors. If not otherwise 
specified above, this Proxy will be voted FOR the election of one Director, 
FOR the ratification of the selection of Deloitte & Touche LLP as independent 
auditors for the 1997 fiscal year, FOR the ratification of the granting of 
non-qualified options to Messers. Scheine and Cohen and FOR the approval of 
the 1996 Non- Employee Directors Stock Option Plan. The Board of Directors is 
not aware of any other matters to be presented to the Meeting. 

Dated:
      --------------------        ----------------------------------------------
                                  (Signature) 

                                  ----------------------------------------------
                                  (Signature if held jointly) 

                                  Please sign exactly as name appears above. If
                                  a corporation, please sign in full corporate
                                  name by a duly authorized officer. If a
                                  partnership, please sign in partnership name
                                  by a duly authorized partner. Executors,
                                  administrators and trustees should so indicate
                                  when signing. If shares are held jointly EACH
                                  holder should sign. To assist our planning,
                                  please check here if you plan personally to
                                  attend the Meeting. |_|





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