LIBERTY CORP
10-K405, 1997-03-26
LIFE INSURANCE
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<PAGE>   1
 

                       SECURITIES AND EXCHANGE COMMISSION
                            WASHINGTON, D. C. 20549

                                   FORM 10-K

(Mark One)
[XX]     ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES 
         EXCHANGE ACT OF 1934
                  For the fiscal year ended December 31, 1996
                                                             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  1-5846
                        ------
                            THE LIBERTY CORPORATION
- ------------------------------------------------------------------------------
             (Exact name of Registrant as specified in its charter)

      South Carolina                                           57-0507055
- ------------------------------                             -------------------
(State or other jurisdiction of                            (I.R.S. Employer
incorporation or organization)                             Identification No.)

      Post Office Box 789, Wade Hampton Boulevard, Greenville, S. C. 29602
- ------------------------------------------------------------------------------
              (Address of principal executive offices) (Zip Code)

          Registrant's telephone number, including area code    (864) 609-8256
                                                                --------------

Securities registered pursuant to Section 12(b) of the Act:
                                                                          
<TABLE>
<CAPTION>                                                                                 Name of Each Exchange
            Title of Each Class                                                            on Which Registered
- ------------------------------------                                                    -------------------------
<S>                                                                                     <C>
Common Stock, no par value per share                                                    New York Stock Exchange
Rights to Purchase Series A Participating Cumulative Preferred Stock                    New York Stock Exchange
</TABLE>

         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 the
filing requirements for the past 90 days.  Yes X  No
                                              ---   ---

         Indicate by check mark if disclosure of delinquent filers pursuant to
Item 405 of Regulation S-K is not contained herein and will not be contained,
to the best of Registrant's knowledge, in definitive proxy or information
statements incorporated by reference in Part III of this Form 10-K or any
amendment to this Form 10-K.  X
                             ---
         The aggregate market value of the voting stock held by non-affiliates
of the Registrant as of March 15, 1997:

      Common Stock, No Par Value                            $875,806,661
      --------------------------                            ------------

        The number of shares outstanding of each of Registrant's classes of
common stock as of March 15, 1997:

      Common Stock, No Par Value                              20,249,865
      --------------------------                              -----------

DOCUMENTS INCORPORATED BY REFERENCE

         Portions of The Liberty Corporation Annual Report to Shareholders for
the year ended December 31, 1996 are incorporated into Part II, Items 5, 6, 7,
and 8 by reference.

         Portions of The Liberty Corporation Proxy Statement for the Annual
Meeting of Shareholders on May 6, 1997 are incorporated into Part III, Items
10, 11, 12, and 13 by reference.

         This report is comprised of pages 1 through 86. The exhibit index is
on page 27.


<PAGE>   2


                                     PART I

ITEM 1.       BUSINESS

GENERAL
     The Registrant, The Liberty Corporation ("Liberty" or "the Company") is a
holding company engaged through its subsidiaries primarily in the life
insurance and television broadcasting businesses.

     The Company's primary insurance subsidiaries are Liberty Life Insurance
Company ("Liberty Life") and Pierce National Life Insurance Company ("Pierce
National"). In addition to Liberty Life and Pierce National, Liberty Insurance
Services Corporation ("Liberty Insurance Services") provides home office
support services for the Company's insurance operations as well as unaffiliated
life and health insurance companies. Other subsidiaries of the Company provide
investment advisory services to the Company's insurance subsidiaries and
unaffiliated insurance companies, and property development and management
services to the Company.

     The Company's television broadcasting subsidiary, Cosmos Broadcasting
Corporation ("Cosmos"), currently owns and operates eight network affiliated
television stations.

     Additional information concerning Liberty's subsidiaries and divisions is
included in "Management's Discussion and Analysis" in the Company's 1996 Annual
Report to Shareholders, which is incorporated herein by reference.

STRATEGY; RECENT DEVELOPMENTS

     The Company's principal strategy is to grow internally and through
selective acquisitions, while maintaining its emphasis on cost controls. The
Company's operations are generally focused in niche markets where Liberty
believes it has the products and expertise to serve the market better than its
competitors.

     Prior to 1995, the Company had an aggressive acquisition policy focused on
both home service (agency) and pre-need businesses. While the Company has not
completed any insurance acquisitions since 1994, Liberty will continue to
consider acquisitions that complement or fit with the Company's existing
marketing divisions and product lines. The Agency Home Service division
represents the Company's primary core business, whereas the pre-need business
is a relatively new line of business for the Company. The Company largely
entered the pre-need business with the acquisition of Pierce National in July
1992. Two acquisitions during 1994 significantly strengthened the Company's
market position in the pre-need market, which provides life insurance products
to pre-fund funeral services. The Company believes that the pre-need business
has favorable demographics which can provide attractive future premium and
earnings growth. During 1995, the Company completed the consolidation of all of
the acquired pre-need companies into Pierce National.

     Management's philosophy regarding broadcasting acquisitions is to make
selective acquisitions in local markets where it can be among the dominant
television stations.

     During 1996, Liberty decided to de-emphasize its real estate investments,
particularly as related to its business rental properties and land held for
future business park development. In March, 1997 Liberty announced it had
signed a contract to contribute substantially all of its business rental
properties to a real estate investment trust in exchange for shares of the
trust and cash. Additionally, the real estate investment trust agreed to
acquire most of Liberty's business park land development projects over a 10
year period. The transaction is expected to close around April 30, 1997 and
will result in a pre-tax gain. Cash received from the transaction is expected
to be used to initially repay debt.

     The following page summarizes the Company's acquisitions since 1992.





                                       2
<PAGE>   3






<TABLE>
                                                                                                      Annual Premiums
    INSURANCE ACQUISITIONS                                                        Date                   Acquired
    ----------------------------------------------------------------------------------------------------------------------
    <S>                                                                            <C>                 <C>
    Acquisition of Pierce National Life Insurance Company, a                       July 1992           $31 million (1)        
    California based provider of pre-need life insurance                                               (includes $6 million of 
                                                                                                       single pay premiums)


    Acquisition of Magnolia Financial Corporation and its subsidiary,              October 1992        $15 million (1)
    Magnolia Life Insurance Company, a Louisiana based provider of
    primarily home service life insurance                                             



    Acquisition of assets and block of insurance business from Estate              April 1993          $7 million (2)
    Assurance Company, a Louisiana based provider of pre-need life                                     (includes $6 million
    insurance                                                                                          of single pay premiums)



    Acquisition of North American National Corporation and its                     February 1994       $24 million (3)
    subsidiaries, an Ohio based holding company with insurance                                         (includes $5 million of 
    subsidiaries based in Ohio, Colorado and South Dakota that                                         single pay premiums) 
    provide primarily pre-need and other ordinary life insurance and          
    accident and health insurance    
                                                                                                                  

    Acquisition of American Funeral Assurance Company, a Mississippi               February 1994       $59 million (3)      
    based provider of primarily pre-need life insurance                                                (includes $44 million    
                                                                                                       of single pay premiums)  
                                                                                                                           


    Acquisition of State National Capital Corporation and its                      April 1994          $10 million (3) 
    subsidiaries, a Louisiana based provider of primarily home
    service life insurance                                                                                        
</TABLE>



(1)  Represents amount of annualized premiums acquired at the time of
     acquisition.
(2)  Represents amount of annual premiums reported by the selling company in
     its 1992 annual financial statements filed under applicable statutory
     requirements.
(3)  Represents amount of annual premiums reported by the selling company in
     its 1993 annual financial statements filed under applicable statutory
     requirements.


BROADCASTING ACQUISITION

     On February 28, 1995, the Company completed the acquisition of WLOX-TV in
Biloxi, Mississippi, bringing to eight the total number of television stations
in Cosmos. The purchase price of $40.1 million was funded with a combination of
redeemable preferred stock, cash and a note payable. WLOX is an ABC affiliate
that carries strong local news and is the top station in its market.




                                       3
<PAGE>   4



INSURANCE OPERATIONS

     LIBERTY LIFE. Liberty Life is a stock life insurance company engaged in
the business of writing a broad range of individual life insurance policies and
accident and health insurance policies. While Liberty Life is licensed in
forty-nine states, and the District of Columbia, its focus has been the
Southeast. For 1996, the largest percentages of its premium income were from
South Carolina (26%), North Carolina (21%), Louisiana (9%) and Florida (4%).
The Company believes that Liberty Life is the largest provider of home service
business in the Carolinas.

     Life insurance and annuity premiums contributed 77% of Liberty Life's
total premiums in 1996, 84% in 1995 and 83% in 1994. Accident and health
insurance premiums contributed the remainder.

     In 1994, the Company decided to cease sales of its products through its
general agency distribution system due to the absence of critical volume.
Premiums and policy charges from the general agency division represented
approximately 2% of the Company's total premiums and policy charges when the
decision to cease sales in this division was made.

     Liberty Life continues to market its insurance products through its Agency
Home Service and Mortgage Protection divisions. At December 31, 1996, Liberty
Life had approximately 470 employees in its home office in Greenville.

     AGENCY HOME SERVICE DIVISION. The Agency Home Service Division is Liberty
Life's largest division, contributing 64% of Liberty Life's premiums in 1996.
Agency Home Service agents of Liberty Life sell primarily individual life,
including universal life and interest-sensitive whole life products, as well as
health insurance. As of December 1996, the Company had approximately 1,350
agents, managers and support staff in this division operating out of 52
district offices. These agents periodically visit the insureds' homes and
businesses to collect premiums. Although the Company has broadened this
division's area of concentration beyond the Carolinas, principally through
strategic acquisitions, the Company has maintained a regional focus for its
home service business in the Southeast.

     MORTGAGE PROTECTION DIVISION. The Mortgage Protection Division contributed
32% of Liberty Life's premiums in 1996. The Mortgage Protection Division sells
decreasing term life, accident and disability insurance designed to extinguish
the unpaid portion of a residential mortgage upon the death or disability of
the insured. A staff of full-time representatives and independent brokers offer
these products through more than 1,000 financial institutions located
throughout the United States. The Company supports the marketing of these
products through direct mail and phone solicitations.

     PIERCE NATIONAL. Pierce National (doing business as FamilySide) provides
life insurance products which pre-fund funeral services, referred to as
pre-need policies. Pierce National, a stock life insurance company acquired in
July 1992, is domiciled in California, but its principal executive and
administrative offices are in Greenville, South Carolina. Pre-need policies
consist primarily of ordinary life insurance policies for which the premiums
are paid in a single payment at the outset or primarily over a three, five or
ten-year period. In April 1993, Pierce National acquired through coinsurance
all of the ordinary life insurance, representing pre-need life insurance, of
Estate Assurance Company, effective as of January 1, 1993. In 1994, Liberty
acquired North American National Corporation, an insurance holding company, and
American Funeral. As previously mentioned, the insurance subsidiaries of North
American and American Funeral were merged into Pierce National during 1995.

     Pierce National is currently licensed in forty-two states, the District of
Columbia, and ten Canadian provinces. The largest percentages of premium income
for 1996 came from Canada (15%), Mississippi (11%) and California (11%).



                                       4
<PAGE>   5

     At December 31, 1996, Pierce National employed approximately 50 people who
perform marketing, administrative and clerical duties. Policy administration
for Pierce National is performed by Liberty Insurance Services.

     PREMIUM BREAKDOWN. The following table sets forth the insurance premiums
and policy charges for Liberty Life's marketing and distribution divisions and
Pierce National for the years ended December 31.

<TABLE>
<CAPTION>
(In 000's)                                                            1996              1995              1994
- ---------------------------------------------------------------------------------------------------------------
<S>                                                                 <C>              <C>               <C>     
 Liberty Life
   Home Service                                                     $137,930         $138,714          $136,187
   Mortgage Protection                                                70,316           53,105            49,985
   General Agency Marketing                                            4,881            5,966             6,143
   Other                                                               3,591            3,235             1,384
- ---------------------------------------------------------------------------------------------------------------
                                                                     216,718          201,020           193,699

 Pierce National                                                     104,653          130,350           122,090
- ---------------------------------------------------------------------------------------------------------------
 Total                                                              $321,371         $331,370          $315,789
- ---------------------------------------------------------------------------------------------------------------
</TABLE>

     UNDERWRITING PRACTICES. Liberty Life's underwriting practices for ordinary
life insurance require medical examinations for applicants over age 60 or for
policies in excess of certain prescribed face amounts. In accordance with the
general practice in the life insurance industry, Liberty Life writes life
insurance on substandard risks at increased premium rates. Generally, home
service life insurance for non-universal life products is written for amounts
under $5,000 and typically no medical examination is required. Mortgage
protection life insurance is usually written without medical examination.
Substantially all pre-need policies are written for amounts under $5,000, and
no medical examination is required unless the applicant requests a preferred
rate.

     REINSURANCE. The Company's insurance subsidiaries use reinsurance in two
distinct ways: first, as a risk management tool in the normal course of
business and second, in isolated strategic transactions to effectively buy or
sell blocks of in force business. The Company has ceded $4.1 billion (20%) of
its $20.7 billion insurance in force to other companies; however, the Company's
insurance subsidiaries remain liable with respect to reinsurance ceded should
any reinsurer be unable to meet the obligations it has or will assume.

     For the years ended December 31, 1996, 1995, and 1994, Liberty had ceded
life insurance premiums of $27.3 million, $27.8 million, and $26.4 million,
respectively. Accident and health premiums ceded made up the remainder of ceded
premiums which were $9.2 million, $6.9 million, and $3.7 million for the years
ended December 31, 1996, 1995 and 1994, respectively.

     RISK MANAGEMENT REINSURANCE TRANSACTIONS. Liberty Life reinsures with
other insurance companies portions of the life insurance it writes in order to
limit its exposure on large or substandard risks. The maximum amount of life
insurance that Liberty Life will retain on any life is $300,000, plus an
additional $50,000 in the event of accidental death. This maximum is reduced
for higher ages and for special classes of risks. The maximum amount of life
insurance Pierce National will retain on any life is $50,000. Insurance in
excess of the retention limit is either automatically ceded under reinsurance
agreements or is reinsured on an individually agreed basis with other insurance
companies. Liberty Life has ceded a significant portion of its risks on
accidental death and disability coverage to other insurance companies. Liberty
Life and Pierce National also have coverage for catastrophic accidents. At
December 31, 1996, Liberty Life and Pierce National had ceded, in the normal
course of business, portions of their risks to a number of other insurance
companies.

     STRATEGIC REINSURANCE TRANSACTIONS. In 1991, 80% or $3.2 billion face
amount of Liberty Life's General Agency Marketing Division net insurance in
force was coinsured with Life Reassurance Corporation ("Life Re"). The original
agreement with Life Re provided for the coinsurance of 50% of this division's
insurance in force issued after 1991. Effective July 1, 1995, the amount
coinsured on policies written after December 31, 1991, was increased to 80%.
The 




                                       5
<PAGE>   6

total face value of amounts ceded to Life Re at December 31, 1996 was $2.6
billion. Under terms of the agreement, assets supporting the business ceded are
required to be held in escrow.

     In order to facilitate the 1991 acquisition through reinsurance of a block
of business from Kentucky Central Life Insurance Company, Liberty Life
coinsured 50% of its home service traditional life insurance business with
Lincoln National Life Reinsurance Company. The Lincoln National reinsurance has
been accounted for under generally accepted accounting principles as financial
reinsurance. The reinsurance contract contains an escrow agreement that
requires assets equal to the reserves reinsured, as determined under statutory
accounting principles, be held in escrow for the benefit of this block of
business.

     The Company uses assumption reinsurance to effectively acquire blocks of
in force business by acting as the "reinsurer" for other insurance companies.
For instance, the Company acquired the Kentucky Central and Estate Assurance
blocks in this manner.

     OPERATIONS. The administrative functions of underwriting and issuing new
policies, and the ongoing servicing and claims settlement of in force policies,
are provided by Liberty Insurance Services at the home office in Greenville,
South Carolina. The Company's strategy is to consolidate the administrative
functions of its operations in order to have a unified service platform across
the business units and improve operating leverage through productivity
improvements.

     Liberty Insurance Services provides administrative support services for
Liberty's approximately 2.6 million policies representing $20.7 billion of life
insurance in force, of which $4.1 billion of insurance in force has been ceded
to other companies. Approximately 158,000 policies representing $2.8 billion of
life insurance in force were issued during 1996. The Company intends to
continue its focus on reducing the unit costs of administrative services by
increasing the volume of business through acquisitions of blocks of business
similar in nature to its existing business, by internal growth in those
businesses, and by investing in technology to further improve efficiency in its
operations.

     LIBERTY INSURANCE SERVICES. Liberty Insurance Services provides a wide
range of home office support services to the Company's insurance subsidiaries,
as well as for unaffiliated life and health insurance companies on a fee basis.
These services include underwriting, issuance of policies, accounting, customer
service and claims processing and adjudication and can be tailored to support
the special features of insurance products offered by other companies that
desire these services. In marketing to unaffiliated life and health insurance
companies the Company's strategy is to target (i) insurance companies that have
closed blocks of business that are expensive to administer, (ii) insurance
companies that have start-up or new product lines requiring new support levels,
(iii) small to midsize insurance companies that cannot justify large
investments in home office technology, and (iv) insurance companies acquired by
financial investors lacking experience in providing home office support.
Liberty Insurance Services believes that its economies of scale will permit its
customers to reduce their home office support costs and focus resources on
marketing their insurance products.

     INSURANCE COMPETITION AND RATINGS The Company's insurance subsidiaries
compete with numerous United States and Canadian insurance companies, some of
which have greater financial resources, broader product lines and larger
staffs. In addition, banks and savings and loan associations in some
jurisdictions compete with the Company's insurance subsidiaries for sales of
life insurance products, and the insurance subsidiaries compete with banks,
investment advisors, mutual funds and other financial entities to attract
investment funds generally.

     Competition in the home service business is largely regional or local,
highly dependent on the quality of the local management, and is less price
competitive than other insurance markets. The home service business involves
frequent contacts by agents with their customers. Liberty emphasizes to its
agents the importance of taking advantage of these contacts to establish
personal relationships which the Company believes add stability to its home
service business.

     The Company believes that competition in the pre-need market is national
and, therefore, has expanded the market of its pre-need business. The Company
intends to capitalize on its affinity marketing expertise gained in the
mortgage protection insurance business by targeting national chains of funeral
homes and by supplementing this effort with direct marketing and telemarketing
campaigns. The Company currently believes that it ranks second nationally in
pre-need market share.



                                       6

<PAGE>   7

     The Company currently believes that it ranks third nationally in mortgage
protection insurance with an estimated 17% market share. Slightly over 80% of
the mortgage protection market share is believed to be held by four companies
and 33% of the market is held by the market leader.

     Various independent companies issue ratings assessing the ability of
insurance companies to meet their policyholder and other contractual
obligations, as well as assessing the overall financial performance and
strength of companies. The most widely used ratings are those prepared and
published by A.M. Best Company, Inc. Ratings by A.M. Best range from "A++"
(Superior) to "F" (In Liquidation). In the Best Week published December 23,
1996, Liberty Life was rated "A" (Excellent) and Pierce National was rated
"B++" (Very Good). Liberty Life also has a current claims-paying rating of
"AA-" (Very High) by Duff & Phelps Credit Rating Co. The rating agencies base
their ratings on information provided by the insurer and their own analysis,
studies and assumptions. The ratings apply only to the specific company rated
and do not extend to The Liberty Corporation as a whole, nor are the ratings a
recommendation to buy, sell or hold securities. The agencies can change or
withdraw their published ratings at any time the agency deems circumstances
warrant a change. Should Liberty Life's or Pierce National's rating be
downgraded, sales of their products and persistency of the existing in-force
business could be adversely affected. Insurance company ratings are generally
considered to be more important in the annuity and general agency markets,
neither of which are major markets for Liberty Life or Pierce National.

     INSURANCE REGULATION. Like other insurance companies, the Company's
insurance subsidiaries are subject to regulation and supervision by the state
or other insurance department of each jurisdiction in which they are licensed
to do business. These supervisory agencies have broad administrative powers
relating to the granting and revocation of licenses to transact business, the
licensing of agents, the approval of policy forms, reserve requirements and the
form and content of required statutory basis financial statements. As to its
investments, each of the Company's insurance subsidiaries must meet the
standards and tests established by the National Association of Insurance
Commissioners (the "NAIC") and, in particular, the investment laws and
regulations of the states in which each subsidiary is domiciled. All states and
jurisdictions (including the Canadian provinces where Pierce National is also
licensed) have their own statutes and regulations, which vary in certain
respects. However, the NAIC Model Act and regulations have tended to make the
various states' regulation more uniform. The insurance companies are also
subject to laws in most states that require solvent life insurance companies to
pay guaranty fund assessments to protect the interests of policyholders of
insolvent life insurance companies.

     The NAIC and state regulatory authorities require the Asset Valuation
Reserve or "AVR" and the Interest Maintenance Reserve or "IMR" to be
established as a liability on a life insurer's statutory basis financial
statements, but do not affect financial statements of the Company prepared in
accordance with generally accepted accounting principles. AVR establishes a
statutory reserve for mortgage loans, equity real estate and joint ventures, as
well as for fixed maturities and common and preferred stock. AVR generally
captures all realized and unrealized gains and losses on such assets, other
than those resulting from changes in interest rates. IMR captures the net gains
or losses that are realized upon the sale of fixed income securities (bonds,
preferred stocks, mortgage-backed securities and mortgage loans) and that
result from changes in the overall level of interest rates, and amortizes these
net realized gains or losses into income over the remaining life of each
investment sold, thus limiting the ability of an insurer to enhance statutory
surplus by taking gains on fixed income securities. The IMR and AVR
requirements have not had a material impact on the Company's insurance
subsidiaries' surplus nor the insurance subsidiaries' ability to pay dividends
to the parent company.

     In recent years the NAIC has approved and recommended to the states for
adoption and implementation several regulatory initiatives designed to decrease
the risk of insolvency of insurance companies in general. These initiatives
include the implementation of a risk-based capital ("RBC") formula for
determining adequate levels of capital and surplus and further restrictions on
an insurance company's payment of dividends to its shareholders. To date, South
Carolina has not adopted the NAIC risk-based capital model act; however, it
does require prior notice to the South Carolina Commissioner of Insurance of
dividend distributions to shareholders, and permits the Commissioner to
disapprove or limit the dividend within 30 days of notice if the dividend or
distribution is deemed an unreasonable strain on surplus. The NAIC risk-based
capital model act or similar initiatives may be adopted by South Carolina or




                                       7
<PAGE>   8

the various states in which Liberty Life and the Company's other insurance
subsidiaries are licensed, but the ultimate content and timing of any statutes
and regulations adopted by the states cannot be determined at this time.

     Under the NAIC's risk-based capital requirements, insurance companies must
calculate and report information under a risk-based capital formula in their
annual statutory financial statement. This information is intended to permit
insurance regulators to identify and require remedial action for inadequately
capitalized insurance companies, but is not designed to rank adequately
capitalized companies. The NAIC requirements provide for four levels of
potential involvement by state regulators for inadequately capitalized
insurance companies, ranging from a requirement for the insurance company to
submit a plan to improve its capital, to regulatory control of the insurance
company. The RBC ratios for the Company's insurance subsidiaries significantly
exceed the minimum capital requirements at December 31, 1996.

     Another NAIC Model Act limits dividends that may be paid in any calendar
year without regulatory approval to the lesser of (i) 10% of the insurer's
statutory surplus at the prior year-end, or (ii) the statutory net gain from
operations of the insurer (excluding realized capital gains and losses) for the
prior calendar year. The current South Carolina statutes applicable to Liberty
Life do not conform to the NAIC Model Act (South Carolina limits dividends to
the greater of 10% of statutory surplus or gain from operations). Under current
South Carolina law, without prior approval from the South Carolina Commissioner
of Insurance, dividend payments from Liberty Life to the Company are limited to
the greater of the prior year's statutory gain from operations or 10% of the
prior year's statutory surplus. The maximum allowable dividend that can be paid
in 1997 by Liberty Life without approval from the South Carolina Insurance
Commissioner is $25.9 million. Actual dividends and distributions paid by
Liberty Life were $21.0 million in 1996, $20.0 million in 1995, and $20.3
million in 1994. Under regulations effective July 1, 1995, the South Carolina
Insurance Department must be notified of all dividends and distributions to
shareholders within five days following the declaration, and at least ten days
prior to the payment of the dividend or distribution, and will have the
authority to limit the amount of any dividends or distributions. Extraordinary
dividends, defined as distributions that, together with all other distributions
within a 12 month period, exceed the greater of the net gain from operations or
10% of statutory surplus, cannot be made without the approval of the South
Carolina Insurance Department, unless the department has not disapproved the
payment within 30 days following the notice of the declaration. The current
California statutes applicable to Pierce National limit dividend payments to
the Company to the greater of 10% of statutory surplus or the prior year's net
gain from operations (excluding realized capital gains and losses). The maximum
allowable dividend that Pierce National can pay during 1997 will be $10.4
million. Pierce National did not pay any dividends to Liberty in 1996 and paid
$2.7 million in dividends in 1995.

     In accordance with the rules and practices of the NAIC and in accordance
with state law, every insurance company is generally examined once every three
years by examiners from its state of domicile and from several of the other
states where it is licensed to do business. Examinations of Liberty Life and
Pierce National for the three years ended December 31, 1994 have been completed
and the reports issued did not indicate any significant areas of concern.

     The Office of the Superintendent of Financial Institutions - Canada, and
the Canadian provinces regulate and supervise the Canadian operations of Pierce
National in the same manner as the NAIC and the states. Separate financial
statements are required to meet the Canadian regulatory requirements and a
separate examination is conducted by the Canadian regulatory agencies.

     The Company's insurance subsidiaries are also subject to regulation as an
insurance holding company system under statutes which have been enacted in
their states of domicile and other states in which they are licensed to do
business. Pursuant to these statutes, Liberty Life and Pierce National are
required to file an annual registration statement with the Office of the
Commissioner of Insurance and to report all material changes or transactions.
In addition, these statutes restrict the ability of any person to acquire
control (generally presumed at 10% or more) of the outstanding voting
securities of the Company without prior regulatory approval.




                                       8
<PAGE>   9


BROADCASTING OPERATIONS

     Cosmos currently owns and operates the following television stations,
seven of which were ranked No. 1 in their market by the November 1996 Nielsen
ratings.

<TABLE>
<CAPTION>
      Station               Primary Market                         Affiliation      VHF/UHF
      -------               --------------                         -----------      -------

      <S>                   <C>                                    <C>              <C>   
      WAVE-TV               Louisville, Kentucky                   NBC              VHF
      WIS-TV                Columbia, South Carolina               NBC              VHF
      WSFA-TV               Montgomery, Alabama                    NBC              VHF
      KPLC-TV               Lake Charles, Louisiana                NBC              VHF
      WTOL-TV               Toledo, Ohio                           CBS              VHF
      KAIT-TV               Jonesboro, Arkansas                    ABC              VHF
      WFIE-TV               Evansville, Indiana                    NBC              UHF
      WLOX-TV               Biloxi, Mississippi                    ABC              VHF
</TABLE>

     Cosmos has 812 full-time employees and 126 part-time employees, including
its cable sales operations in Columbia, SC, Florence, SC, Sumter, SC,
Montgomery, AL and Frankfort, KY.

     NETWORK AFFILIATES. Each Cosmos station is affiliated with one of the
major networks - NBC, ABC, CBS. The affiliation contracts provide that the
network will offer to the affiliated station a variety of network programs,
both sponsored and unsponsored, for which the station has the right of first
refusal against any other television station located in its community. The
station has the right to reject or accept the programs offered by the network
and also has the right to broadcast programs either produced by the station or
acquired from other sources. The major networks provide their affiliated
stations with programming and sell the programs, or commercial time during the
programs, to national advertisers. The major networks typically provide
programming for approximately 90 hours of the approximately 135 hours per week
broadcast by their affiliated stations.

     The NBC affiliation contracts with each of Cosmos' NBC affiliated stations
have been continuously in effect for over thirty-nine years. Cosmos' CBS and
ABC affiliation contracts have each been continuously in effect for
approximately thirty years.

     SOURCES OF COSMOS' TELEVISION OPERATING REVENUES. The following table
shows the approximate percentage of Cosmos' gross television operating revenues
by source excluding other income for the three years ended December 31, 1996:

<TABLE>
<CAPTION>
Year ended December 31                                                  1996           1995           1994
- -------------------------------------------------------------------------------------------------------------
<S>                                                                        <C>            <C>          <C>
Local and Regional Advertising                                             60%            60%          57%
National Spot Advertising                                                  26             28           30
Network Compensation                                                        8              9            7
Political Advertising                                                       6              3            6
</TABLE>

     Local and regional advertising is sold by each station's own sales
representatives to local and other non-national advertisers or agencies.
Generally these contracts are short-term, although occasionally longer-term
packages will be sold. National spot advertising (generally a series of spot
announcements between programs or within the station's own programs) is sold by
the station or its sales representatives directly to agencies representing
national advertisers. Most of these national sales contracts are also
short-term, often covering spot campaigns running for thirteen weeks or less.
Network compensation is paid by the network to its affiliated stations for
broadcasting network programs that include advertising sold by the network to
agencies representing national advertisers. Political advertising is generated
by national and local elections, which is by definition very cyclical.

     A television station's rates are primarily determined by the estimated
number of television homes it can provide for an advertiser's message. The
estimates of the total number of television homes in the market and of the
station's share 


                                       9
<PAGE>   10

of those homes is based on the AC Nielsen industry-wide television rating
service. The demographic make-up of the viewing audience is equally important
to advertisers. A station's rate card for national and local advertisers takes
into account, in addition to audience delivered, such variables as the length
of the commercial announcements and the quantity purchased. The payments by a
network to an affiliated station are largely determined by the total homes
delivered and is based on the local market rating strength of the affiliate and
the audience it helps bring to the network programs.

     TELEVISION BROADCASTING COMPETITION. The television broadcasting industry
competes with other leisure time activities for the time of viewers and with
all other advertising media for advertising dollars. Within its coverage area a
television station competes with other stations and with other advertising
media serving the same area. The outcome of the competition among stations for
advertising dollars in a market depends principally on share of audience,
advertising rates and the effectiveness of the sales effort.

     Cosmos believes that each of its stations has a strong competitive
position in its local market, enabling it to deliver a high percentage of the
local television audience to local advertisers. Cosmos' commitment to local
news programming, combined with syndicated programming, are important elements
in maintaining Cosmos' current market positions.

     Another source of competition is cable television, which brings additional
television programming, including pay cable (HBO, Showtime, Movie Channel,
etc.), into subscribers' homes in a television station's service area. Cable
television competes for the station's viewing audience and, on a more modest
scale, its advertising.

     Federal law now requires that cable operators negotiate with television
operators for the right to carry a station's signal (programs) on cable
systems. Cosmos recently used this "retransmission consent" negotiation to
forge long-term partnerships with cable operators with the purpose of
developing secondary revenue streams from programs and services specifically
produced for cable. In 1994 Cosmos formed CableVantage Inc., a marketing
company designed to assist local cable operators in the sale of commercial time
available in cable network programs.

     Subscription Television, an over-the-air pay television service, and
Multipoint Distribution Service, a microwave-distributed pay television
service, also compete for television audiences. In addition, licenses are now
being granted for Multichannel Multipoint Distribution Service. None of these
services has yet significantly fractionalized the audiences of commercial
television stations.

     Two other television broadcast services are providing consumers with
additional technical delivery/programming opportunities. Low power television,
sometimes referred to as "neighborhood TV," is authorized to operate in a
limited coverage area. Authorizations are being granted by the Federal
Communication Commission ("FCC") on a lottery basis. Direct Broadcast
Satellite, which transmits television signals from satellite transponders to
parabolic home antennae, is now being actively marketed.

     FEDERAL REGULATION OF BROADCASTING. Cosmos' broadcasting operations are
subject to the jurisdiction of the FCC under the Communications Act. The
Communications Act empowers the FCC, among other things, to issue, revoke or
modify broadcasting licenses; to assign frequency bands; to determine the
location of stations; to regulate the apparatus used by stations; to establish
areas to be served; to adopt such regulations as may be necessary to carry out
the provisions of the Communications Act and to impose certain penalties for
violation of such regulations. The Communications Act prohibits the transfer of
a license or the transfer of control or other change in control of a licensee
without prior approval of the FCC. The Hipp family is considered by the FCC to
have de facto control over Cosmos, and any action that would change such
control would require prior approval of the FCC.

     The Telecommunications Act signed into law in 1996 (the "1996 Act")
changed many existing regulations concerning, among other things, the ownership
of television stations. Under previous regulations governing multiple
ownership, a license to operate a television station generally would not be
granted to any person (or persons under common control) if such person directly
or indirectly held a significant interest in more than 12 television stations
or less than 12 television stations if their audience coverage exceeded 25% of
total United States households. The 1996 Act allows for unlimited ownership of
stations as long as the audience coverage does not exceed 35% of total




                                      10
<PAGE>   11

households. Previous FCC regulations also limited ownership of television
stations by those having interests in cable television systems and daily
newspapers serving the same service area as the television stations. The 1996
Act dropped the station/cable same market ownership prohibition. The 1996 Act
also lengthened the term for which television broadcasting licenses may be
granted from a maximum term of five years to a maximum term of eight years. In
the absence of adverse findings by the FCC as to the licensee's qualification,
licenses are usually renewed without hearing by the FCC for additional eight
year terms. Cosmos' renewal applications have always been granted without
hearing for the full term. The loosening of the ownership provisions, as well
as the other provisions included in the 1996 Act, are not expected to have any
immediate impact on the operations of Cosmos.

     There are additional FCC Regulations and Policies, and regulations and
policies of other federal agencies, principally the Federal Trade Commission,
regulating network/affiliate relations, political broadcasts, children's
programming, advertising practices, equal employment opportunity, carriage of
television signals by CATV systems, application and reporting procedures and
other areas affecting the business and operations of television stations.




                                      11
<PAGE>   12



EXECUTIVE OFFICERS

     The following is a list of the Executive Officers of the Registrant
indicating their age and certain biographical data.

W. HAYNE HIPP, Age 57
   Chairman of the Board of Liberty since May, 1995 Chairman of the Board of
   Cosmos since May, 1995
   President and Chief Executive Officer of Liberty since September, 1981
   Chairman of the Board of Liberty Life from January, 1979 - February, 1988;
     September, 1989 - present
   Chairman of the Board of Cosmos - May , 1989 - February, 1992

H. RAY EANES, Age 56
   Senior Vice President of Finance and Treasurer of Liberty since May, 1994
   Prior to joining Liberty was Vice Chairman - Finance and Administration of 
   Ernst & Young LLP

JENNIE M. JOHNSON, Age 49
   President of Pierce National Life Insurance Company since August, 1995 Vice
   President, Administration of Liberty from February, 1994 to August, 1995
   Vice President, Planning of Liberty from February, 1986 to December, 1994

JAMES M. KEELOR, Age 54
   President of Cosmos since February, 1992
   Vice President, Operations, of Cosmos from December, 1989 to February, 1992

RONALD F. LOEWEN, Age 49
   President of Liberty Life since January, 1997 General Manager of WIS-TV from
   April, 1990 to January, 1997

M. PORTER B. ROSE, Age 55
   President, Liberty Investment Group, Inc. since March, 1992
   Chairman, Liberty Capital Advisors, Inc. since January, 1987
   Chairman, Liberty Properties Group, Inc. since January, 1987

JOHN P. SMITH, Age 44
   Controller of Liberty since September, 1994
   Previously Vice President/Finance of Liberty Life Insurance Company

MARTHA G. WILLIAMS, Age 54
   Vice President, General Counsel & Secretary of Liberty since January, 1982
   Vice President, General Counsel & Secretary of Liberty Life since January,
   1982 Secretary and Counsel of Cosmos since February, 1982





                                      12
<PAGE>   13



OTHER BUSINESS

     In addition to the operating subsidiaries, the Company has other minor
organizations. These include the Company's administrative staff, an investment
advisory company, a property development & management company and
transportation operations.


INDUSTRY SEGMENT DATA

     Information concerning the Company's industry segments is contained in
Selected Financial Data on page 36 of The Liberty Corporation Annual Report to
Shareholders and is filed as Exhibit 13 on page 35 of this report and is
incorporated in this Item 1 by reference.


ITEM 2.       PROPERTIES

     MAIN OFFICES. The main office of the Company, Liberty Life, Pierce
National, Liberty Insurance Services, and Cosmos is located on a 30-acre tract
in Greenville, SC, and consists of three buildings totaling approximately
360,000 square feet plus parking. The main office facilities are owned by the
Company and Liberty Life. Liberty Life leases branch office space in various
cities. Leases are normally made for terms of one to ten years.

     Cosmos owns its television broadcast studios, office buildings and
transmitter sites in Columbia, SC; Montgomery, AL; Toledo, OH; Louisville, KY;
Evansville, IN; Jonesboro, AR; Lake Charles, LA; and Biloxi, Mississippi.


ITEM 3.       LEGAL PROCEEDINGS

     In January 1996, a lawsuit was filed against the Company alleging breach
of contract in connection with an agreement to develop a state-of-art software
system to administer the Company's insurance operations. The suit was filed by
the software developer. Management of the Company, after consultation with
legal counsel, believes that the lawsuit filed against the Company is without
merit and intends to contest the suit vigorously. The Company believes the suit
filed against it was in response to a suit filed by the Company in connection
with failure of the software developer to deliver the system. The suit against
the software developer seeks to recover amounts paid to the software developer,
and other costs incurred by the Company, in an attempt to develop the system.
The Company believes it will be successful in its lawsuit against the software
developer; however, no reasonable estimate of the amount of the recovery is
known at this time.

     In December 1995, a lawsuit was filed against the Company alleging breach
of contract. The lawsuit relates to a transaction in which the Company was
unsuccessful in acquiring certain entities partially owned by the plaintiff.
Management, after consultation with legal counsel, believes the lawsuit is
without merit and intends to contest the suit vigorously.

     Other than the suits mentioned above, the Company is not currently engaged
in legal proceedings of material consequence other than ordinary routine
litigation incidental to its business. Any proceedings reported in prior
filings have been settled or otherwise satisfied.




                                      13
<PAGE>   14



ITEM 4.       SUBMISSION OF MATTERS TO A VOTE OF SHAREHOLDERS

     None

                                      
                                   PART II
                                      
ITEM 5.       MARKET FOR THE REGISTRANT'S COMMON STOCK AND RELATED SECURITY 
              STOCKHOLDER MATTERS

     Information concerning the market for the Company's Common Stock and
related stockholder matters is contained on the inside back cover of The
Liberty Corporation Annual Report to Shareholders and is filed as Exhibit 13 on
page 34 of this report and is incorporated in this Item 5 by reference.


ITEM 6.       SELECTED FINANCIAL DATA

     Selected Financial Data for the Company is contained on page 36 of The
Liberty Corporation Annual Report to Shareholders and is filed as Exhibit 13 on
page 35 of this report and is incorporated in this Item 6 by reference.



ITEM 7.       MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND 
              RESULTS OF OPERATIONS

     Management's Discussion and Analysis of Financial Condition and Results of
Operations is contained on pages 7-11, 14-16 and 19 of The Liberty Corporation
Annual Report to Shareholders and is filed as Exhibit 13 on pages 36-44 of this
report and is incorporated in this Item 7 by reference.


ITEM 8.       FINANCIAL STATEMENTS AND SUPPLEMENTARY INFORMATION

     The Company's Consolidated Financial Statements and Report of Independent
Auditors are contained on pages 6, 12, 13, 17, 18, and 20-35 and of The Liberty
Corporation Annual Report to Shareholders and is filed as Exhibit 13 on pages
45-66 of this report and are incorporated in this Item 8 by reference.


ITEM 9.       CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS ON ACCOUNTING AND 
              FINANCIAL DISCLOSURE

     None


                                   PART III

ITEM 10.      DIRECTORS AND EXECUTIVE OFFICERS OF THE REGISTRANT

     Information concerning Directors of the Company is contained in The
Liberty Corporation Proxy Statement for the May 6, 1997 Annual Meeting of
Shareholders and is incorporated in this Item 10 by reference.

     Information concerning Executive Officers of the Company is submitted in a
separate section of this report in Part I, Item 1 on page 12 and is
incorporated in this Item 10 by reference.



                                      14

<PAGE>   15


ITEM 11.      EXECUTIVE COMPENSATION

              Information concerning Executive Compensation and transactions is
contained in The Liberty Corporation Proxy Statement for the May 6, 1997 Annual
Meeting of Shareholders and is incorporated in this Item 11 by reference.


ITEM 12.      SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT

     Information concerning Security Ownership of Certain Beneficial Owners and
Management is contained in The Liberty Corporation Proxy Statement for the May
6, 1997 Annual Meeting of Shareholders and is incorporated in this Item 12 by
reference.


ITEM 13.      CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

     Information concerning Certain Relationships and Related Transactions is
contained in The Liberty Corporation Proxy Statement for the May 6, 1997 Annual
Meeting of Shareholders and is incorporated in this Item 13 by reference.


                                   PART IV

ITEM 14.      EXHIBITS, FINANCIAL STATEMENT SCHEDULES AND REPORTS ON FORM 8-K

(A)  (1) AND (2).   LIST OF FINANCIAL STATEMENTS AND FINANCIAL STATEMENT 
     SCHEDULES

     The following consolidated financial statements of The Liberty Corporation
and Subsidiaries are included in the Company's Annual Report to Shareholders
for the year ended December 31, 1996, filed as Exhibit 13 to this report and
incorporated in Item 8 by reference:

         Consolidated Balance Sheets - December 31, 1996 and 1995
         Consolidated Statements of Income - For Each of the Three Years Ended
         December 31, 1996 Consolidated Statements of Cash Flows - For Each of
         the Three Years Ended December 31, 1996 Consolidated Statements of
         Shareholders' Equity - For Each of the Three Years Ended December 31,
         1996 Notes to Consolidated Financial Statements - December 31, 1996
         Report of Independent Auditors


         The following consolidated financial statement schedules of The
         Liberty Corporation and Subsidiaries are included in Item 14(d):

           I   -  Summary of Investments
           II  -  Condensed Financial Statements of The Liberty Corporation 
                  (Parent Company)
           III -  Supplementary Insurance Information
           IV  -  Reinsurance
           V   -  Valuation and Qualifying Accounts and Reserves

         All schedules for which provision is made in the applicable accounting
         regulation of the Securities and Exchange Commission, but which are
         excluded from this report, are not required under the related
         instructions or are inapplicable, and therefore have been omitted.



                                      15

<PAGE>   16


         (A)(3).  LIST OF EXHIBITS

<TABLE>
<S>      <C>  
3.1      Restated Articles of Incorporation, as amended through March 15, 1995
         (filed with the Registrant's Annual Report on Form 10-K for the year
         ended December 31, 1994 and incorporated herein by reference)

3.2      Bylaws, as amended through November 5, 1996

4.1      See Articles 4, 5, 7 and 9 of the Company's Restated Articles of
         Incorporation (filed as Exhibit 3.1) and Articles I, II and VI of the
         Company's Bylaws (filed as Exhibit 3.2).

4.2      See the Form of Rights Agreement dated as of August 7, 1990 between
         The Liberty Corporation and The Bank of New York, as Rights Agent,
         which includes as Exhibit B thereto the form of Right Certificate
         (filed as Exhibits 1 and 2 to the Registrant's Form 8-A, dated August
         10, 1990, and incorporated herein by reference) with respect to the
         Rights to purchase Series A Participating Cumulative Preferred Stock.

4.3      See Credit Agreement dated March 21, 1995 (filed as Exhibit 10 to the
         Registrant's Quarterly Report on Form 10Q for the quarter ended June
         30, 1995 and incorporated herein by reference).

10.      See Credit Agreement dated March 21, 1995 (filed as Exhibit 4.3).

11.      The Liberty Corporation and Subsidiaries Consolidated Earnings Per
         Share Computation

13.      Portions of The Liberty Corporation Annual Report to Shareholders for
          the year ended December 31, 1996: 
         Market for the Registrant's Common Stock and Related Security Stockholder Matters 
         Selected Financial Data
         Management's Discussion and Analysis of Financial Condition and Results of Operations 
         Financial Statements and Supplementary Information: 
          Consolidated Balance Sheets - December 31, 1996 and 1995
          Consolidated Statements of Income - For the three years ended December 31, 1996 
          Consolidated Statements of Cash Flows - For the three years ended December 31, 1996 
          Consolidated Statements of Shareholders' Equity - For the three years ended December 31, 1996 
         Notes to Consolidated Financial Statements - December 31, 1996 
         Report of Independent Auditors

21.      The Liberty Corporation and Subsidiaries, List of Subsidiaries

23.      Consent of Independent Auditors

24.      A.  Powers of Attorney applicable for certain signatures of members of the Board of Directors in
             Registrant's 10-K filed for the year ended December 31, 1983

         B.  Powers of Attorney applicable for certain signatures of members of the Board of Directors in
             Registrant's 10-K filed for the year ended December 31, 1985

         C.  Powers of Attorney applicable for certain signatures of members of the Board of Directors in
             Registrant's 10-K filed for the year ended December 31, 1989

         D.  Powers of Attorney applicable for certain signatures of members of the Board of Directors in
             Registrant's 10-K filed for the year ended December 31, 1994

         E.  Powers of Attorney applicable for certain signatures of members of the Board of Directors in
             Registrant's 10-K filed for the year ended December 31, 1995

         F.  Powers of Attorney applicable for certain signatures of members of the Board of Directors in
             Registrant's 10-K filed for the year ended December 31, 1996
</TABLE>



                                      16
<PAGE>   17



<TABLE>
<S>     <C>                                                  
        27.       Financial Data Schedule (Electronic Filing Only)

        99.       Additional Exhibits

                  A.  Annual Statement on Form 11-K for The Liberty Corporation and Related Adopting Employers' 
                      401(k) Thrift Plan for the year ended December 31, 1996

(B).              REPORTS ON FORM 8-K FILED IN 1996

                  None

(C).              EXHIBITS FILED WITH THIS REPORT

        3.2       Bylaws, as amended through November 5, 1996

        11.       The Liberty Corporation and Subsidiaries Consolidated Earnings Per Share Computation

        13.       Portions of The Liberty Corporation Annual Report to Shareholders for the year ended December 31, 1996: 
                  Market for the Registrant's Common Stock and Related Security Stockholder Matters 
                  Selected Financial Data 
                  Management's Discussion and Analysis of Financial Condition and Results of Operations 
                  Financial Statements and Supplementary Information:
                   Consolidated Balance Sheets - December 31, 1996 and 1995
                   Consolidated Statements of Income - For the three years ended December 31, 1996  
                   Consolidated Statements of Cash Flows - For the three years ended December 31, 1996 
                   Consolidated Statements of Shareholders' Equity - For the three years ended December 31, 1996
                  Notes to Consolidated Financial Statements - December 31, 1996
                  Report of Independent Auditors

        21.       The Liberty Corporation and Subsidiaries, List of Subsidiaries

        23.       Consent of Independent Auditors

        24.       Powers of Attorney applicable for certain signatures of members of the Board of Directors in Registrant's 
                  10-K filed for the year ended December 31, 1996.

        27.       Financial Data Schedule (Electronic Filing Only)

        99.       Additional Exhibits

                  A.       Annual Statement on Form 11-K for The Liberty Corporation and Related Adopting Employers' 401(k)
                           Thrift Plan for the year ended December 31, 1996

(D).     CONSOLIDATED FINANCIAL STATEMENT SCHEDULES FILED WITH THIS REPORT

                  I-       Summary of Investments - December 31, 1996
                  II-      Condensed Financial Statements of The Liberty Corporation (Parent Company) December 31, 1996 and 1995
                  III-     Supplementary Insurance Information - For the Three Years Ended December 31, 1996 
                  IV-      Reinsurance - For the Three Years Ended December 31, 1996
                  V-       Valuation and Qualifying Accounts and Reserves - For the Three Years Ended December 31, 1996 Schedule I
                           
</TABLE>




                                       17
<PAGE>   18
                                                                     Schedule 1

                   THE LIBERTY CORPORATION AND SUBSIDIARIES
                            SUMMARY OF INVESTMENTS
                               DECEMBER 31, 1996
                                  (In $000's)

<TABLE>
<CAPTION>
                                                                                                Amount at 
                                                                                              Which Shown 
                  Type of Investment                                  Cost      Value          on Balance
                                                                                                  Sheet
- ---------------------------------------------------------------------------    -----------    ------------
<S>                                                             <C>            <C>            <C>        
Fixed maturity securities, available for sale 
   Bonds:
     United States Government and government agencies and
       authorities                                              $   417,386    $   433,418    $   433,418
     States, municipalities, and political subdivisions                  50             51             51
     Foreign governments                                              7,080          7,261          7,261
     Foreign corporate and other                                     98,669        104,633        104,633
     Public utilities                                               149,473        161,982        161,982
     Convertibles and bonds with warrants attached                     --             --             --
     All other corporate bonds                                      750,722        767,923        767,923
   Redeemable preferred stocks                                       41,833         42,271         42,271
                                                                -----------    -----------    -----------
   Total                                                          1,465,213      1,517,539      1,517,539
                                                                -----------    ===========    -----------

Equity securities, available for sale 
   Common stocks:
     Public utilities                                                  --             --             --
     Banks, trusts and insurance companies                      $     4,568    $     8,536    $     8,536
     Industrial, miscellaneous, and all other                        18,374         28,689         28,689
   Nonredeemable preferred stocks                                    38,489         38,366         38,366
                                                                -----------    -----------    -----------
   Total                                                             61,431    $    75,591         75,591
                                                                -----------    ===========    -----------


Mortgage loans on real estate                                       230,910                       230,910
Investment real estate                                              132,696                       132,696
Policy loans                                                         98,816                        98,816
Other long-term investments                                          22,470                        22,470
Short-term investments                                                  250                           250
                                                                -----------                   -----------

Total investments                                               $ 2,011,786                   $ 2,078,272
                                                                ===========                   ===========



</TABLE>


                                      18
<PAGE>   19
                                                                Schedule II


                   THE LIBERTY CORPORATION (PARENT COMPANY)
                            CONDENSED BALANCE SHEETS
                           DECEMBER 31, 1996 and 1995
                         (In $000's, except share data)

<TABLE>
<CAPTION>
                     ASSETS                                                       1996           1995
                                                                               ----------     ----------
<S>                                                                            <C>            <C>       
Cash                                                                           $    1,450     $      466
Investment securities                                                                 600            679
Loans, notes and other receivables                                                  7,890          9,953
Investment properties, at cost less accumulated depreciation of
   $10,118 in 1996 and $8,432 in 1995                                              79,941         70,875
Other long-term investments                                                         6,139         11,689
Buildings and equipment, at cost less accumulated depreciation of
   $11,919 in 1996 and $9,863 in 1995                                              19,066         21,379
Investment in affiliated companies*                                               657,194        652,420
Intercompany debt and advances*                                                    96,921         96,606
Income taxes recoverable                                                           10,823         12,053
Deferred income tax benefits (liabilities)                                          1,026            (59)
Other assets                                                                        8,973          9,865
                                                                               ----------     ----------

      Total Assets                                                             $  890,023     $  885,926
                                                                               ==========     ==========

LIABILITIES, REDEEMABLE PREFERRED 
    STOCK AND SHAREHOLDERS' EQUITY

Liabilities:
  Notes, mortgages and other debt                                              $  243,221     $  249,881
  Accounts payable and accrued expenses                                            16,826         11,637
  Other liabilities                                                                   221            287
                                                                               ----------     ----------
      Total Liabilities                                                           260,268        261,805

Redeemable Preferred Stock:
  1994-A Series, $35.00 redemption value, 668,207
     shares issued and outstanding                                                 23,387         23,387
  1994-B Series, $37.50 redemption value, 592,334 and 594,126
     shares issued and outstanding in 1996 and 1995, respectively                  22,212         22,280
                                                                               ----------     ----------
      Total Redeemable Preferred Stock                                             45,599         45,667

Shareholders' Equity:
  Common stock
    Authorized - 50,000,000 shares, no par value
       Issued and Outstanding - 20,214,738 in 1996 and 20,060,629 in 1995         163,443        158,735
  Convertible Preferred Stock, 1995-A Series,
     599,985 shares issued and outstanding                                         20,999         20,999
  Unearned stock compensation                                                      (7,168)        (6,050)
  Unrealized appreciation (depreciation) on fixed maturity securities
     available for sale and equity securities of subsidiaries                      39,726         57,986
  Cumulative foreign currency translation adjustment                                 (204)          (999)
   Retained earnings                                                              367,360        347,783
                                                                               ----------     ----------
                                                                                              
      Total Shareholders' Equity                                                  584,156        578,454
                                                                               ----------     ----------

      Total Liabilities, Redeemable Preferred Stock and Shareholders' Equity   $  890,023     $  885,926
                                                                               ==========     ==========
</TABLE>


 *Eliminated in consolidation 
  See notes to condensed financial statements.



                                      19
<PAGE>   20
                                                                Schedule II



                    THE LIBERTY CORPORATION (PARENT COMPANY)
                         CONDENSED STATEMENTS OF INCOME
                  FOR THE THREE YEARS ENDED DECEMBER 31, 1996
                                  (In $000's)


<TABLE>
<CAPTION>
                                                 1996           1995           1994
                                              ----------     ----------     ----------
<S>                                           <C>            <C>            <C>         
REVENUES
  Dividends from subsidiaries*                $   33,250     $   45,331     $   39,973
  Interest-unaffiliated                              676          1,151            553
  Intercompany interest*                           8,519          8,303          7,068
  Realized investment losses                      (5,407)        (3,195)          --
  Other                                           27,123         30,059         25,927
                                              ----------     ----------     ----------

     Total Revenues                               64,161         81,649         73,521

EXPENSES
  Salaries and wages                              18,240          9,803          7,526
  Interest-unaffiliated                           15,007         14,867         10,475
  Intercompany interest*                           2,471          4,072          3,145
  Taxes and licenses                               2,250          1,508          1,206
  Depreciation and amortization                    8,645          5,275          4,552
  Other                                           10,621         20,874         22,051
                                              ----------     ----------     ----------

     Total Expenses                               57,234         56,399         48,955

Income before income taxes                         6,927         25,250         24,566
Income tax benefits                               (9,786)        (7,359)        (5,880)
                                              ----------     ----------     ----------

Income before earnings of subsidiaries            16,713         32,609         30,446

Earnings of subsidiaries
  net of dividends paid to parent*                21,230         27,928         (4,371)
                                              ----------     ----------     ----------

    NET INCOME                                $   37,943***  $   60,537***  $   26,075**
                                              ==========     ==========     ==========
</TABLE>

*        Eliminated in consolidation.

**       Differs from consolidated net income by $103 due to gains recognized
         on a consolidated basis previously recognized by subsidiaries on
         intercompany transactions. Gains were deferred on a consolidated basis
         until completion of the earnings process.

***      Differs from consolidated net income by $603 and $1,184 in 1996 and
         1995, respectively, due to gains deferred on a consolidated basis
         until completion of the earnings process.

See notes to condensed financial statements.



                                      20
<PAGE>   21
                                                                Schedule II


                    THE LIBERTY CORPORATION (PARENT COMPANY)
                       CONDENSED STATEMENTS OF CASH FLOWS
                  FOR THE THREE YEARS ENDED DECEMBER 31, 1996
                                  (In $000's)

<TABLE>
<CAPTION>
                                                         1996            1995          1994
                                                     -----------    -----------    -----------
<S>                                                  <C>            <C>            <C>        
OPERATING ACTIVITIES
Net income                                           $    37,943    $    60,537    $    26,075
Adjustments to reconcile net income to net cash
provided by operating activities:
   Depreciation and amortization                           8,645          5,275          4,552
   Provision for deferred income taxes                    (1,143)         2,740          2,754
   Earnings from subsidiary operations, net of
     dividends paid to parent                            (21,230)       (27,928)         4,371
   Gain on disposal of assets                             (3,172)        (3,231)        (2,989)
   Realized investment losses                              5,407          3,195           --
   Change in operating assets and liabilities:
     Increase in intercompany debt and advances*             (79)       (27,434)        (9,426)
     Decrease (increase) in accounts and notes
      receivable                                           2,063         (1,209)           (97)
     Increase in accounts payable and
      accrued expenses                                     5,189          2,478          2,212
     Decrease (increase) in other assets                     892         (1,250)        (5,334)
     Increase (decrease) in other liabilities, and
       accrued income taxes                                1,164         (5,927)          (969)
   Other                                                  (2,083)         1,144         (3,869)
                                                     -----------    -----------    -----------

NET CASH PROVIDED BY OPERATING ACTIVITIES                 33,596          8,390         17,280

INVESTING ACTIVITIES
Additional investment in subsidiaries*                      --             --           (1,907)
Reduction in investment in subsidiaries*                    --            4,048         10,000
Purchase of investment properties                        (22,556)       (34,177)       (33,198)
Sale of investment properties                             13,982         31,997         15,125
Net cash paid on purchase of insurance business             --             --          (65,212)
Net cash paid on purchase of broadcasting business          --           (5,638)          --
Other                                                      1,270         (9,264)          --
                                                     -----------    -----------    -----------

NET CASH USED IN INVESTING ACTIVITIES                     (7,304)       (13,034)       (75,192)

FINANCING ACTIVITIES
Proceeds from borrowings                               2,957,704      1,901,001      2,537,169
Principal payments on debt                            (2,966,087)    (1,888,820)    (2,462,620)
Dividends paid                                           (18,366)       (16,814)       (14,358)
Stock issued for employee benefit and performance
  incentive compensation programs                          1,441          2,908          3,487
                                                     -----------    -----------    -----------

NET CASH PROVIDED (USED) IN FINANCING ACTIVITIES         (25,308)        (1,725)        63,678

INCREASE (DECREASE) IN CASH                                  984         (6,369)         5,766
Cash at beginning of year                                    466          6,835          1,069
                                                     -----------    -----------    -----------

CASH AT END OF YEAR                                  $     1,450    $       466    $     6,835
                                                     ===========    ===========    ===========
</TABLE>


*Eliminated in consolidation 
See notes to condensed financial statements.




                                      21
<PAGE>   22
                                                                    Schedule II



                    THE LIBERTY CORPORATION (PARENT COMPANY)
                    NOTES TO CONDENSED FINANCIAL STATEMENTS
                               DECEMBER 31, 1996


1.       NOTES, MORTGAGES AND OTHER DEBT

         The general debt obligations at December 31, 1996, are as follows:


<TABLE>
<CAPTION>
                                                                           Average
           (In 000's)                                                   Interest Rate       Amount
                                                                        -------------      --------
<S>                                                                           <C>          <C>     
           Notes due to banks                                                 6.1%         $240,000
           Mortgage loans on investment property                              8.0             3,221
                                                                                           ========
                                                                                           $243,221
                                                                                           ========
</TABLE>

                  On March 21, 1995, the Parent Company completed the
         restructuring of its $325,000,000 revolving credit facility into a new
         $375,000,000, multi-tranche credit facility which will mature on
         various dates beginning in March 1999. Borrowings under the new
         facility were used to refinance indebtedness under the $325,000,000
         facility, as well as to provide funds to meet working capital
         requirements. Note 5 of The Liberty Corporation and Subsidiaries
         Consolidated Financial Statements provides additional information as
         to this agreement. The maturities of the general debt obligations at
         December 31, 1996 are as follows:

<TABLE>
<CAPTION>
                  (In 000's)                                      Amount
                  ----------                                     --------
                  <S>                                            <C>   
                  1997                                           $ 23,739
                  1998                                             21,214
                  1999                                            153,000
                  2000                                             20,268
                  2001                                             20,000
                  Thereafter                                        5,000
                                                                 --------  
                                                                 $243,221
                                                                 ========
</TABLE>

2.       COMMITMENTS AND CONTINGENT LIABILITIES

                  The Parent Company has guaranteed a $7.0 million letter of
         credit for an unaffiliated marketing company. As of December 31, 1996,
         $5.5 million was outstanding under the letter of credit.

3.       RETAINED EARNINGS

                  As of December 31, 1996 and 1995, retained earnings of
         $367,360,000 and $347,783,000 respectively, in The Liberty Corporation
         (Parent Company) financial statements differs from The Liberty
         Corporation and Subsidiaries consolidated financial statements. The
         difference of $3,295,000 and $2,692,000 at December 31, 1996 and 1995,
         respectively, relates to the elimination of gains on intercompany
         transactions on a consolidated basis.



                                      22
<PAGE>   23

                                                                   Schedule III

                    THE LIBERTY CORPORATION AND SUBSIDIARIES
                      SUPPLEMENTARY INSURANCE INFORMATION
                  FOR THE THREE YEARS ENDED DECEMBER 31, 1996
                                  (In $000's)


<TABLE>
<CAPTION>
                                                                         Future Policy                         Other Policy
                                  Deferred Policy                           Benefits,                            Claims &
                                    Acquisition     Cost of Business     Losses, Claims        Unearned          Benefits
            Segment                    Costs            Acquired       and Loss Expenses       Premiums          Payable
- ----------------------------------------------------------------------------------------------------------------------------
<S>                                    <C>                <C>                 <C>                <C>                <C>    
December 31, 1996
Life/Health Insurance                  $262,182           $70,764             $1,848,762         $4,411             $59,938

December 31, 1995
Life/Health Insurance                  $265,188           $86,925             $1,807,339         $4,078             $51,442

December 31, 1994
Life/Health Insurance                  $259,799           $98,056             $1,727,119         $4,535             $51,969
</TABLE>


<TABLE>
<CAPTION>
                                                                                Amortization
                                                                                of Deferred
                                                              Benefits          Acquisition                       Accident &
                                               Net         Claims, Losses         Costs and          Other         Health
                              Premium      Investment       & Settlement      Cost of Business     Operating       Premiums
         Segment              Revenue        Income           Benefits            Acquired         Expenses        Written
- ----------------------------------------------------------------------------------------------------------------------------
<S>                           <C>            <C>                <C>                   <C>           <C>             <C>    
1996
Life/Health Insurance         $321,371       $150,413           $218,751              $73,967       $140,294        $50,523

1995
Life/Health Insurance         $331,370       $144,483           $236,774              $43,780       $122,400        $33,867

1994
Life/Health Insurance         $315,789       $129,925           $225,745              $45,024       $137,092        $29,472
</TABLE>




                                      23
<PAGE>   24


                                                                    Schedule IV


                    THE LIBERTY CORPORATION AND SUBSIDIARIES
                                  REINSURANCE
                  FOR THE THREE YEARS ENDED DECEMBER 31, 1996
                                  (In $000's)

<TABLE>
<CAPTION>
                                                                        Amount                           Percentage of
                                                          Ceded to      Assumed                            Amount    
                                             Gross         Other         From          Net               Assumed to 
                                             Amount       Companies    Companies      Amount                 Net   
                                           -------------------------------------------------------------------------  
<S>                                        <C>           <C>            <C>         <C>                       <C>   
Year ended December 31, 1996                                                                                        
                                                                                                                    
Life insurance in force                    $20,696,527   $4,087,097     $13,099     $16,622,529               0.1%  
                                           ====================================================                     
                                                                                                                    
Insurance premiums and policy charges:                                                                              
  Life, annuity and other considerations   $   298,327   $   27,293     $   234     $   271,268               0.1%  
  Accident and health                           58,333        9,205         975          50,103               1.9%  
                                           ----------------------------------------------------                     
                                                                                                                    
    TOTAL                                  $   356,660   $   36,498     $ 1,209     $   321,371                     
                                           ====================================================                     
                                                                                                                    
Year ended December 31, 1995                                                                                        
                                                                                                                    
Life insurance in force                    $21,334,019   $4,554,569     $17,578     $16,797,028               0.1%  
                                           ====================================================                     
                                                                                                                    
Insurance premiums and policy charges:                                                                              
  Life, annuity and other considerations   $   325,571   $   27,843     $   169     $   297,897               0.1%  
  Accident and health                           39,226        6,898       1,145          33,473               3.4%  
                                           ----------------------------------------------------                     
                                                                                                                    
    TOTAL                                  $   364,797   $   34,741     $ 1,314     $   331,370                     
                                           ====================================================                     
                                                                                                                    
Year ended December 31, 1994                                                                                        
                                                                                                                    
Life insurance in force                    $21,600,665   $4,751,940     $15,391     $16,864,116               0.1%  
                                           ====================================================                     
                                                                                                                    
Insurance premiums and policy charges:                                                                              
  Life, annuity and other considerations   $   311,551   $   26,365     $   222     $   285,408               0.1%  
  Accident and health                           32,568        3,693       1,506          30,381               4.9%  
                                           ----------------------------------------------------                     
                                                                                                                    
    TOTAL                                  $   344,119   $   30,058     $ 1,728     $   315,789                     
                                           ====================================================                     
</TABLE>                                                                  
                                                                          




                                      24
<PAGE>   25
                                                                Schedule V
                   THE LIBERTY CORPORATION AND SUBSIDIARIES
                VALUATION AND QUALIFYING ACCOUNTS AND RESERVES
                 FOR THE THREE YEARS ENDED DECEMBER 31, 1996
                                (In the 000's)

<TABLE>
<CAPTION>
                                                                       Additions
                                              -----------------------------------------------------------
                                        Balance at      Charged to      Charged to                           Balance at
                                        Beginning       Costs and          Other                                 End
Deducted From Asset Accounts            of Period        Expenses        Accounts          Deductions         of Period
- ----------------------------          --------------  --------------  ---------------  ------------------  ---------------
<S>                                  <C>               <C>             <C>               <C>                   <C>
Year Ended December 31, 1996                                                                                          
                                                                                                                      
Accounts receivable -                                                                           20(b)                 
reserve for bad debts                $  1,975          $    567        $    101           $    313(a)          $  2,310 
                                     --------          --------        --------           --------             -------- 
Notes and other loans receivable -                                                                                      
discounts                            $     --          $     --        $     --           $     --             $     -- 
                                     --------          --------        --------           --------             -------- 
Investment properties -                                                                                                 
valuation reserves                   $     --          $     --        $     --           $     --             $     -- 
                                     --------          --------        --------           --------             -------- 

Year Ended December 31, 1995                                                                                            


Accounts receivable -                                                                          334(b)                 
reserve for bad debts                $  1,493          $    858        $     48           $     90(a)          $  1,975 
                                     --------          --------        --------           --------             -------- 
Notes and other loans receivable -                                                                                      
discounts                            $     --          $     --        $     --           $     --             $     -- 
                                     --------          --------        --------           --------             -------- 
Investment properties -                                                                                                 
valuation reserves                   $     --          $     --        $     --           $     --             $     -- 
                                     --------          --------        --------           --------             -------- 

Year Ended December 31, 1994                                                                                            


Accounts receivable -                                                                           28(b)                 
reserve for bad debts                $  1,027          $    408        $    341           $    255(a)          $  1,493 
                                     --------          --------        --------           --------             -------- 
Notes and other loans receivable -                                                                                      
discounts                            $     --          $     --        $     --           $     --             $     -- 
                                     --------          --------        --------           --------             -------- 
Investment properties -                                                                                                 
valuation reserves                   $     --          $     --        $     --           $     --             $     -- 
                                     --------          --------        --------           --------             -------- 
</TABLE>                                                                       

                            
Notes:                                                                         
  (a) Uncollectible accounts written off, net of recoveries.                   
  (b) Reversal of reserves no longer required.                                
                         


                                      25
<PAGE>   26

                                  SIGNATURES

        Pursuant to the requirements of Section 13 or 15(d) of the Securities
Exchange Act of 1934, the registrant has duly caused this report to be signed
on its behalf by the undersigned hereunto duly authorized, as of the 25th day
of March, 1997

THE LIBERTY CORPORATION                     By:   /s/  Hayne Hipp
- -----------------------                           ------------------------
   Registrant                                          Hayne Hipp
                                                       President and Chief
                                                       Executive Officer

        Pursuant to the requirements of the Securities Exchange Act of 1934,
this report has been signed below by the following persons on behalf of the
registrant and in the capacities indicated, as of the 25th day of March, 1997.


<TABLE>
<S>                                                          <C>    
By:      /s/ John P. Smith                                   *By:    /s/ William O. McCoy
         --------------------                                        --------------------
         John P. Smith                                               William O. McCoy
         Corporate Controller                                        Director

By:      /s/ H. Ray Eanes                                    *By:    /s/ Buck Mickel
         ----------------------                                      ---------------
         H. Ray Eanes                                                Buck Mickel
         Sr. Vice President Finance & Treasurer                      Director

*By:     /s/  Rufus C. Barkley, Jr.                          *By:    /s/ John H. Mullin III
         -------------------------                                   ---------------------- 
         Rufus C. Barkley, Jr.                                       John H. Mullin III
         Director                                                    Director

*By:     /s/ Edward E. Crutchfield                           *By:    /s/ Benjamin F. Payton
         -------------------------                                   ----------------------
         Edward E. Crutchfield                                       Benjamin F. Payton
         Director                                                    Director

*By:     /s/ John R. Farmer                                  *By:    /s/ J. Thurston Roach
         ------------------                                          ---------------------
         John R. Farmer                                              J. Thurston Roach
         Director                                                    Director

*By:     /s/ Lawrence M. Gressette, Jr.                      *By:    /s/ Martha G. Williams
         ------------------------------                              ----------------------
         Lawrence M. Gressette, Jr                                   *Martha G. Williams, as
         Director                                                    Special Attorney in Fact

By:      /s/ Hayne Hipp                                      *By:    /s/ Eugene E. Stone, IV
         --------------                                              ----------------------- 
         Hayne Hipp                                                  Eugene E. Stone, IV
         Director                                                    Director

*By:     /s/ W. W. Johnson
         ------------------
         W. W. Johnson
         Director
</TABLE>




                                      26

<PAGE>   27




                           Annual Report on Form 10-K


                            The Liberty Corporation


                               December 31, 1996



                               Index to Exhibits

<TABLE>
<CAPTION>
               Exhibits                                                                                          Page Number
               --------                                                                                          -----------


<S>          <C>                                                                                                     <C>  
 3.2         Bylaws, as amended through November 5, 1996                                                             28-32

11.          The Liberty Corporation and Subsidiaries Consolidated Earnings Per Share Computation                       33

13.          Portions of The Liberty Corporation Annual Report to Shareholders
               for the year ended December 31, 1996:

             Market for the Registrant's Common Stock and Related Security Stockholder Matters                          34
             Selected Financial Data                                                                                    35
             Management's Discussion and Analysis of Financial Condition and Results of Operations                   36-44
             Financial Statements and Supplementary Information:
               Consolidated Balance Sheets - December 31, 1996 and 1995                                              45-46
               Consolidated Statements of Income - For the three years ended December 31, 1996                          47
               Consolidated Statements of Cash Flows - For the three years ended December 31, 1996                      48
               Consolidated Shareholders' Equity - For the three years ended December 31, 1996                          49
               Notes to Consolidated Financial Statements - December 31, 1996                                        50-65
               Report of Independent Auditors                                                                           66

21.          The Liberty Corporation and Subsidiaries, List of Significant Subsidiaries                                 67

23.          Consent of Independent Auditors                                                                            68

24.          Powers of Attorney applicable for certain signatures of members of the Board of
             Directors in Registrant's 10-K filed for the year ended December 31, 1996.                                 69

27.          Financial Data Schedule

99.          Additional Exhibits
             A.  Annual Statement on Form 11-K for The Liberty  Corporation and Adopting Related
                    Employers' 401(k) Thrift Plan for the year ended December 31, 1996                               70-86
</TABLE>




                                      27

<PAGE>   1


                                                                    Exhibit 3.2

                            THE LIBERTY CORPORATION

                                     BYLAWS

                            ARTICLE I - SHAREHOLDERS

         Section 1. Annual Meetings. The annual meeting of the shareholders of
the Company shall be held on such day during the first one hundred and fifty
days of the calendar year as the Board of Directors may determine.

         Section 2. Special Meetings. Special meetings of the shareholders may
be called at any time by a majority of the Board of Directors, the Chairman of
the Board, the Chief Executive Officer, the President, or upon request of
shareholders holding at least one-tenth of the outstanding stock of the Company
entitled to vote at such meeting.

         Section 3. Place of Meetings. Each annual and special meeting of the
shareholders shall be held at the principal office of the Company, or at such
other place within or without the State of South Carolina as shall be
designated by the Board of Directors or the officer calling such meeting.

         Section 4. Notice of Meetings. Written or printed notice stating the
place, day and hour of meeting and, in the case of a special meeting, the
purpose or purposes for which the meeting is called, shall be mailed by or at
the direction of the Secretary, an Assistant Secretary or officer calling the
meeting, not less than ten nor more than fifty days before the date of the
meeting, to each shareholder of record, addressed to him at his address as it
appears on the stock books of the Company, as of the date set pursuant to
Section 4 of Article VI hereof.

         Section 5. Proxies. At a meeting of shareholders, a shareholder may
vote by proxy executed in writing by the shareholder and filed with the
Secretary of the Company, bearing date within eleven months prior to the
meeting unless a longer period is provided therein and is permitted by law.

         Section 6. Quorum.  A majority of the issued and outstanding shares
of the Company, present in person or by proxy and entitled to vote thereat,
shall constitute a quorum at a meeting of shareholders.

         Section 7. Voting. Subject to the laws of the State of South Carolina
with respect to multiple ownership of stock and the provisions of the Articles
of Incorporation and Article VI hereof, each shareholder shall be entitled to
one vote for each share of stock standing in his name on the books of the
Company. Only those whose names appear as shareholders on the books of the
Company, or their proxies or legal representatives, shall be entitled to vote
or to participate in any meeting of shareholders. A majority of the votes cast
at a duly called meeting at which a quorum is present shall decide any question
that may come before the meeting, except as otherwise provided by law, these
Bylaws or the Articles of Incorporation of the Company.

         Section 8. Control Share Statute. Article 1 of Title 36, Chapter 2 of
the Code of Laws of South Carolina 1976 does not apply to control share
acquisition of shares of this Corporation (as defined in such Article).

         Section 9. Shareholder Nominations and Proposals. At a meeting of the
shareholders, only such business shall be conducted which has been properly
brought before the meeting. To be properly brought before a meeting, business
must be specified in the notice of the meeting (or any supplement thereto)
given by or at the direction of the Board of Directors, otherwise properly
brought before the meeting by or at the direction of the Board of Directors, or
otherwise properly brought before the meeting by a shareholder.

         For business to be properly brought before a meeting by a shareholder,
the Secretary of the Company must have received written notice thereof from the
shareholder describing the nomination or proposal not less than sixty days nor
more than ninety days prior to the meeting; provided, however, that in the
event less than fifty days' prior public disclosure of the date of the meeting
is given or made by the Company, the required notice by the shareholder of such
nomination or proposal to be timely must be received by the Secretary of the
Company no later than the close of business on the tenth day following the date
on which such public disclosure was made.

         In the case of shareholder nominations for election to the Board of
Directors, the shareholder's notice to the Secretary shall set forth (a) as to
each person whom the shareholder proposes to nominate for election or
re-election as a director: (i) the name, age, business address and, if known,
residence address, (ii) the principal occupation or employment for the past
five years, (iii) the class and number of shares of the Company which are
legally or beneficially owned, (iv) other directorships held, (v) the names of




                                      28
<PAGE>   2
                                                                    Exhibit 3.2

business entities of which each such nominee owns a ten percent or more legal
or beneficial interest, and (vi) all other information with respect to the
nominees required by the Federal proxy rules in effect at the time the notice
is submitted; and (b) as to the shareholder giving the notice (i) the name and
record address of the shareholder and (ii) the class and number of shares of
capital stock of the Company which are legally or beneficially owned by the
shareholder. In addition, the notice shall be accompanied by a written
statement of each proposed nominee consenting to the proposed nomination,
agreeing to serve as a director if elected, and confirming the accuracy of the
information relating to the proposed nominee as set forth in the notice. The
Company may require any proposed nominee to furnish such other information as
may be reasonably required to determine the eligibility of such nominee to
serve as a director of the Company. No person shall be eligible for election as
a director of the Company unless nominated in accordance with the procedures
set forth herein.

         In the case of shareholder proposals other than the election of
directors, the shareholder's notice to the Secretary shall set forth as to each
matter proposed to be brought before the meeting (i) a brief description of the
business to be brought before the meeting, (ii) the name, business and
residence address of each of the shareholders submitting the proposal, (iii)
the principal occupation or employment of that shareholder, (iv) the class and
number of shares of the Company which are legally or beneficially owned by such
shareholder, (v) any material interest of the shareholder in such business, and
(vi) such other information as the Board of Directors reasonably determines is
necessary or appropriate.

         The Chairman of the meeting may, if the facts warrant, determine and
declare to the meeting that a shareholder nomination or proposal was not made
in accordance with the procedures prescribed in these Bylaws or is otherwise
not in accordance with law. If the Chairman should so determine, he shall so
declare to the meeting and the defective nomination or proposal shall be
disregarded. Notwithstanding anything in these Bylaws to the contrary, no
elections or other business shall be conducted at any meeting of the
shareholders except in accordance with the procedures set forth in Section 9 of
Article I hereof.


                             ARTICLE II - DIRECTORS

         Section 1. General Powers and Authority. The business and property of
the Company shall be managed by the Board of Directors and they shall and may
exercise all powers and authority of the Company except as limited by law, the
Articles of Incorporation, or elsewhere by these Bylaws. They shall have power
and authority to make all necessary rules and regulations for their government
and for the regulation of the business of the Company which are not
inconsistent with the Articles of Incorporation and these Bylaws, and shall
have general management and control of the Company. The Board of Directors may
delegate from time to time to any committee, officer or agent, such power and
authority as permitted by law.

         Section 2. Number, Election and Terms. Except as otherwise fixed
pursuant to Article 4 of the Restated Articles of Incorporation relating to the
rights of the holders of any class or series of stock having a preference over
the Common Stock as to dividends or upon liquidation (the "Preferred Stock") to
elect additional directors under specified circumstances, the number of
directors shall be 12; provided however, that the number of directors may be
fixed from time to time at any number, not less than 9 nor more than 16, by
resolution adopted by the Board of Directors. The directors, other than those
who may be elected under specified circumstances by the holders of any class or
series of Preferred Stock, shall be classified, with respect to the time for
which they severally hold office, into three classes, as nearly equal in number
of members as possible, as determined by the Board of Directors. One such class
shall hold office initially for a term expiring at the annual meeting of
shareholders to be held in 1986, another class shall hold office initially for
a term expiring at the annual meeting of shareholders to be held in 1987, and
another class shall hold office initially for a term expiring at the annual
meeting of shareholders to be held in 1988. At each annual meeting of
shareholders, the successors to the class of directors whose term expires at
that meeting shall be elected to hold office for a term expiring at the annual
meeting of shareholders held in the third year following the year of their
election, and the successor to any director previously elected by the directors
pursuant to Section 3 below as a member of a class whose term is not expiring
at that meeting shall be elected by the shareholders for the remainder of the
full term of the class of directors in which the new directorship was created
or the vacancy occurred. The members of each class of directors shall hold
office until their successors are elected and qualified or until their earlier
resignation, disqualification, disability, death or removal from office.

         Section 3. Newly Created Directorships and Vacancies. Except for any
directors who may be elected under specified circumstances by the holders of
any class or series of Preferred Stock, newly created directorships resulting
from any increase in the number of directors and any vacancies on the Board of
Directors resulting from death, resignation, disqualification, removal or other
cause shall be filled solely by the affirmative vote of a majority of the
remaining directors then in office, even though less than a quorum of the Board
of Directors. Any director elected in accordance with the preceding sentence
shall hold office until the next shareholders' meeting at which directors of
any class are elected and until such director's successor shall have been
elected and qualified, or until his earlier resignation, disqualification,
disability, death or removal from office. At the time of any increase in the
number of directors, except in the case of directors elected in specified
circumstances by the holders of any class or series of
                                      29
<PAGE>   3
                                                                Exhibit 3.2

Preferred Stock, the Board of Directors shall specifically allocate the
additional directorships among the three classes so as to make the three
classes as nearly equal in number of members as possible. No decrease in the
number of directors constituting the Board of Directors shall shorten the term
of any incumbent director, but subject to this restriction, the Board of
Directors shall effect and allocate any decrease in the number of directors in
a manner and at such time or times so as to keep the three classes as nearly
equal in number of members as possible.

         Section 4. Removal. Except for any directors who may be elected under
specified circumstances by the holders of any class or series of Preferred
Stock, any director may be removed from office, without cause, only by the
affirmative vote of the holders of 80% of the combined voting power of the then
outstanding shares of stock entitled to vote generally in the election of
directors, voting together as a single class.

         Section 5. Regular Meetings. A regular meeting of the Board of
Directors shall be held without other notice than this Bylaw immediately after,
and at the same place as, the annual meeting of shareholders. The Board of
Directors may provide, by resolution, the date, time and place, either within
or without the State of South Carolina, for the holding of additional regular
meetings without other notice than such resolution.

         Section 6. Special Meetings. Special meetings of the Board of
Directors may be called by the Executive Committee, the Chairman of the Board,
the Vice Chairman of the Board, the Chief Executive Officer or upon request of
a majority of the Board, and may be held at such time and place, either within
or without the State of South Carolina, as may be specified in the notice
thereof. To the extent permitted by applicable law, special meetings of the
Board of Directors, or of any committee thereof, may be held by conference
telephone communication.

         Section 7. Notice of Meetings. Notice of each special meeting of the
Board of Directors, stating the time, manner and place where the meeting is to
be held, shall be given by or at the direction of the Secretary or an Assistant
Secretary by mailing the same to each director at his residence or business
address not less than three days before such meeting, or by giving the same to
him personally or telegraphing or telephoning the same to him at his residence
or business address not later than the day before the day on which the meeting
is to be held. Any and all requirements for call and notice of meetings may be
dispensed with if all directors are present at the meeting or if those not
present at the meeting shall at any time waive or have waived notice thereof.

         Section 8. Quorum and Manner of Action. A majority of the number of
directors then in office shall constitute a quorum for the transaction of
business at any meeting of the Board of Directors. Except as otherwise provided
in the Restated Articles of Incorporation, the vote of a majority of the
directors present at a meeting at which a quorum is present shall be the act of
the Board of Directors.

         Section 9. Compensation. The directors shall receive such fees,
retainers, expenses and the like for attendance at meetings of the Board and
performance of their duties, as may be determined by the Board of Directors;
provided, however, that no salaried officer shall receive a fee or retainer for
attendance at such meetings or performance of such Board duties.


                            ARTICLE III - COMMITTEES


         Section 1. Executive Committee. The Executive Committee shall consist
of not less than two members, all of whom shall be members of the Board of
Directors. Except as otherwise limited by law, the Executive Committee shall be
vested with full authority to act for and on behalf of the Board of Directors
in the management of the business and affairs of the Company and to do all
things, including actions specified by these Bylaws to be performed by the
Board of Directors, in the same manner and with the same authority and effect
as if such acts had been performed by the Board of Directors.

         The members of the Executive Committee shall be elected by the Board
of Directors and shall serve at the pleasure of the Board of Directors. The
Board of Directors shall designate the chairman of such committee, or if for
any reason the Board shall fail to designate the chairman, then such committee
shall elect its own chairman. Meetings of each such committee shall be held at
such times and places as may be determined by its chairman or as may be agreed
upon by members of the committee. A quorum at any meeting of such committee
shall consist of a majority of the committee, and any action taken by such
committee shall require the assent of at least a majority of the members who
are present. Notice of meetings shall be given in the same manner as for
special meetings of the Board of Directors. Any action taken by the Executive
Committee shall be deemed to be action taken by the Board of Directors and
shall be binding on the Company, but the Board of Directors shall at all times
have the power to reverse and overrule any action taken by such committee,
provided that the exercise of such power by the Board of Directors shall not in
any way abrogate the obligations or duties owing by the Company to third
parties who have acted in reliance on the action taken by such 



                                      30
<PAGE>   4
                                                                    Exhibit 3.2

committee. All proceedings by such committee and all action taken by each such
committee shall be reported to the Board of Directors at the meeting of the
Board of Directors next following such proceedings or action.

         Section 2. Other Committees. There shall be such other committees
consisting of directors, officers and employees of the Company as the Board of
Directors, chairman of the Board, or the Chief Executive Officer of the Company
may appoint from time to time.

         Section 3. Compensation. Members of committees shall receive such
fees, retainers and expenses for attendance at committee meetings and
performance of committee duties as may be determined by the Board of Directors;
provided, however, that no salaried officer of the Company shall receive a fee
or retainer for attendance at such meetings or performance of such committee
duties.


                             ARTICLE IV - OFFICERS


         Section 1. Designation and Number. The officers of the Company shall
be a Chairman of the Board, a Chief Executive officer, a President, one or more
Vice-Presidents, a Secretary, a Treasurer, and a controller, with such
designation of rank, powers and duties as the Board of Directors may from time
to time designate and determine. Such other officers or assistant officers as
may be deemed necessary may be elected or appointed by the Board of Directors
with such duties and powers as the Board may from time to time designate and
determine. Any two or more of said offices may be held by one person at the
same time, except that the Chairman, Chief Executive Officer, or President may
not also be the Secretary or Treasurer.

         Section 2. Election and Tenure. The officers of the Company shall be
elected annually at the first regular meeting of the Board of Directors held
after each annual meeting of shareholders, or at a special meeting called for
that purpose if for any reason officers should not be elected at such first
meeting, and shall hold office until the first regular meeting of the Board of
Directors held after the next annual meeting of shareholders and their
successors are duly elected and qualified; provided, however, that any officer
may be removed from office by the Board of Directors at any regular or special
meeting, meeting, and any vacancy in any office, however caused, may be filled
by the Board of Directors at any regular or special meeting.

         Section 3. Duties of Officers. The Board of Directors shall, from time
to time, in its discretion, designate and prescribe the duties incident to each
office, and it may, at any time, expressly authorize any officer to perform any
duty or function which is usually performed by any other officer.

         Section 4. Salaries. The salaries of the officers shall be fixed from
time to time by the Board of Directors or by a committee of the Board. No
officer shall be prevented from receiving such salary by reason of the fact
that he is also a director of the Company.

             ARTICLE V - INDEMNIFICATION OF DIRECTORS AND OFFICERS


         To the extent permitted by and subject to the laws of the State of
South Carolina, any present or former director, officer or employee of the
Company, or any person who, at the request of the Company, express or implied,
may have served as a director or officer of another Company in which this
Company owns shares or of which this Company is a creditor, shall be entitled
to reimbursement of expenses and other liabilities, including attorney's fees
actually and reasonably incurred by him and any amount owing or paid by him in
discharge of a judgment, fine, penalty of costs against him or paid by him in a
settlement approved by a court of competent jurisdiction, in any action or
proceeding, including any civil, criminal or administrative action, suit,
hearing or proceeding, to which he is a party by reason of being or having been
a director, officer or employee of this or such other Company.

         To the extent permitted by and subject to the laws of the State of
South Carolina, the Company is authorized to purchase and maintain insurance on
behalf of any present or former director, officer, or employee of the Company,
or any person who, at the request of the Company, express or implied, may have
served as a director or officer of another company in which this Company owns
shares or of which this Company is a creditor, against any liability asserted
against him and incurred by him in any such capacity or arising out of his
status as such together with such costs, fees, penalties, fines and the like
with respect thereto, all as set forth hereinabove.

         This section is not intended to extend or to limit in any way the
rights and remedies provided with respect to indemnification of directors,
officers, employees, and other persons provided by the laws of the State of
South Carolina but is 



                                      31
<PAGE>   5
                                                                   Exhibit 3.2

intended to express the desire of the shareholders of this Company that
indemnification be granted to such directors, officers, employees and other
persons to the fullest extent allowable by such laws.

                           ARTICLE VI - CAPITAL STOCK


         Section 1. Certificates of Stock. The shares of the Corporation shall
be represented by certificates, provided that the Board of Directors of the
Corporation may provide by resolution or resolutions that some or all of any or
all classes or series of its stock shall be uncertificated shares.
Notwithstanding the adoption of such a resolution by the Board of Directors,
every holder of stock represented by certificates and every holder of
uncertificated shares, upon request, shall be entitled to have a certificate,
which shall be in such form as may be prescribed by the Board of Directors,
shall be signed by the Chairman, Vice Chairman, Chief Executive Officer,
President or a Vice President and by the Treasurer or the Secretary or an
Assistant Secretary, and shall be sealed with the Company's seal or a facsimile
thereof; provided, however, that if the certificate is countersigned by a
transfer agent or any assistant transfer agent, or is registered by a
registrar, other than the Company itself or an employee of the Company, such
certificates may be signed with the facsimile signatures of the officers
authorized to execute such certificates. All certificates shall be
consecutively numbered or otherwise identified. Except as otherwise expressly
provided by law, the rights and obligations of the holders of uncertificated
stock and the rights and obligations of the holders of certificates
representing stock of the same class and series shall be identical.

         Section 2. Stock Record. The name and address of the person or entity
to whom shares of the capital stock are issued, together with the certificate
number, if a certificate is issued, number of shares and date of issue, shall
be entered on the stock transfer books of the Company. All certificates
surrendered to the Company for transfer shall be canceled, and no new
certificate or record of uncertificated shares shall be issued or made until
the former certificate for a like number of shares shall have been surrendered
and canceled. In the case of a lost, destroyed or mutilated certificate, a new
certificate of stock or record of uncertificated shares may be issued or made
therefor upon such terms and indemnity to the Company as the Board of Directors
may prescribe.

         Section 3. Transfer of Stock. Transfer of stock of the Company shall
be made on the books of the Company by direction of the person or entity named
in the certificate or, in the case of uncertificated shares, by the person or
entity in whose name shares stand on the books of the Company, or his attorney,
lawfully constituted in writing, and upon the surrender of the certificate or
certificates for such shares, where certificated, properly endorsed, with such
evidence of the authenticity of such transfer, authorization and other matters
as the Company or its agents may reasonably require, and accompanied by any
necessary stock transfer tax stamps; or if the Board of Directors shall by
resolution so provide, transfer of stock may be made in any other manner
provided by law. Any such resolution providing for the issuance of
uncertificated shares shall not apply to shares represented by a certificate
until such certificate is surrendered to the Company. The person or entity in
whose name shares stand on the books of the Company shall be deemed by the
Company to be the owner thereof for all purposes.

         Section 4. Closing Stock Transfer Books and Fixing Record Date. The
Board of Directors shall have power to close the stock transfer books of the
Company for a period not exceeding fifty days preceding the date of any meeting
of shareholders, payment of dividends, allocation of rights, change, conversion
or exchange of capital stock, or the date of determining shareholders for any
other purpose. In lieu of closing the stock transfer books, in order to
determine the holders of record of the Company's stock who are entitled to
notice of meetings, to vote at a meeting or adjournment thereof or to receive
payment of any dividend or allotment of rights, or to exercise rights with
respect to any change, conversion or exchange of capital stock, or to give
consent, or to make a determination of the shareholders of record for any other
purpose, the Board of Directors of the Company may fix in advance a record date
for such determination of shareholders, which date shall not be more than fifty
days prior to the date of the action which requires such determination, nor, in
the case of a shareholders' meeting, shall it be less than ten days in advance
of such meeting.


                            ARTICLE VII - AMENDMENTS


         Section 1. Amendment by Shareholders. These Bylaws may be added to,
amended or repealed, by the majority vote of the entire outstanding stock of
the Company at any regular meeting of the shareholders, or at any special
meeting, where such proposed action has been announced in the call and notice
of such meeting.

         Section 2. Amendment by Board of Directors. Subject to the right of
the shareholders to adopt, amend or repeal Bylaws, the Board of Directors shall
have the power to adopt, amend or repeal Bylaws, by an affirmative vote of a
majority of all directors then holding office, provided that notice of the
proposal to adopt, amend or repeal the Bylaws is included in the notice to the
directors with respect to the meeting at which such action takes place.


                                      32

<PAGE>   1

                                                                     EXHIBIT 11


                   THE LIBERTY CORPORATION AND SUBSIDIARIES
                  CONSOLIDATED EARNINGS PER SHARE COMPUTATION
                  FOR THE THREE YEARS ENDED DECEMBER 31, 1996
                      (In $000's, except per share data)

<TABLE>
<CAPTION>
                                                                         1996      1995     1994
                                                                       ---------------------------
<S>                                                                    <C>       <C>       <C>    
PRIMARY SHARES

   Weighted average common shares outstanding                           20,150    19,951    19,721
   Weighted average common stock options outstanding                       153       119        87
   Preferred stock considered a common stock equivalent                    600       502      --
                                                                       ---------------------------
     Total primary shares                                               20,903    20,572    19,808
                                                                       ===========================

FULLY DILUTED SHARES

   Weighted average common shares outstanding                           20,150    19,951    19,721
   Weighted average common stock options outstanding                       168       136        89
   Preferred stock considered a common stock equivalent                    600       502      --
   Assumed conversion of redeemable preferred stock not considered a
   common stock equivalent                                               1,262     1,265     1,010
                                                                       ---------------------------
    Total fully diluted shares                                          22,180    21,854    20,820
                                                                       ===========================

NET INCOME

  Earnings                                                             $37,340   $59,353   $26,178
                                                                       ===========================

PREFERRED STOCK DIVIDENDS

  Dividends paid on redeemable preferred stock                         $ 2,652   $ 2,658   $ 2,117
                                                                       ===========================


Primary earnings per share  (Net income minus preferred dividends
   divided by total primary shares)                                    $  1.66   $  2.76   $  1.22
                                                                       ===========================

Fully diluted earnings per share (Net income divided by total fully
   diluted shares)                                                     $  1.68   $  2.72   $  1.26
                                                                       ===========================
</TABLE>




                                      33

<PAGE>   1


                                                                     Exhibit 13


STOCK DATA

The Liberty Corporation's Common Stock is listed on the New York Stock
Exchange. Its symbol is LC. As of December 31, 1996, 1,308 shareholders of
record in 42 states, the District of Columbia, Canada, Australia and New
Zealand held the 20,214,738 Common Stock shares outstanding. Quarterly high and
low stock prices and dividends per share as reported by the Wall Street Journal
were:

<TABLE>
<CAPTION>
                                                                              Quarterly
                                             Market Price Per Share         Dividend Per
                                             High              Low              Share
                                            -------------------------------------------
<S>                                         <C>               <C>               <C> 
             1996
- -------------------------------

Fourth Quarter                              41 1/4            32 1/4            .185
Third Quarter                               35 7/8            30 1/8            .185
Second Quarter                              33 3/8            30 7/8            .185
First Quarter                                 36                33               .17


             1995
- -------------------------------
Fourth Quarter                                34              31 1/4             .17
Third Quarter                               33 3/4            27 5/8             .17
Second Quarter                              28 1/4            25 3/4             .17
First Quarter                               27 1/2            24 3/4            .155


             1994
- -------------------------------
Fourth Quarter                              27 1/4            24 1/4            .155
Third Quarter                               28 3/4            25 3/4            .155
Second Quarter                              29 7/8            23 7/8            .155
First Quarter                                 28              24 1/8            .155
</TABLE>

The Company expects to continue its policy of paying regular cash dividends,
although there is no assurance as to future dividends because they are
dependent on future earnings, capital requirements and financial condition.
Also, the payment of dividends is subject to the restrictions described in
Notes 5 and 8 of the Consolidated Financial Statements.

                      CO-REGISTRAR AND CO-TRANSFER AGENTS


        Wachovia Bank of North Carolina, N.A.         The Bank of New York
        Winston-Salem, North Carolina                 101 Barclay Street
        1-800-633-4236                                New York, New York  10286
                                                      1-800-524-4458
        Written shareholder correspondence and requests for transfer
should be sent to:

        Wachovia Bank of North Carolina, N.A.
        P.O. Box 8217
        Boston, Massachusetts  02266-8217


For a Copy of the 10-K or other information, contact:
The Liberty Corporation Shareholder Relations
Box 789
Greenville, SC  29602
Telephone (864) 609-8256

Stock Exchange Listing:
New York Stock Exchange
Symbol:  LC

Annual Meeting
The Liberty Corporation will hold its annual meeting on Tuesday, May 6, 1997,
at 10:30 a.m. in The Liberty Corporation Headquarters, Greenville, South
Carolina. All Shareholders are invited to attend.




                                      34
<PAGE>   2
                                                                    Exhibit 13




SELECTED FINANCIAL DATA               The Liberty Corporation and Subsidiaries
                                                            December 31, 1996

<TABLE>
<CAPTION>

(In 000's, except per share data)                      1996        1995           1994         1993          1992          1991
- ----------------------------------------------------------------------------------------------------------------------------------
<S>                                               <C>          <C>            <C>           <C>            <C>         <C>        
Revenues
   Insurance                                      $   482,500  $   486,980    $   439,451   $  384,132    $   305,934  $   271,806
   Broadcasting                                       137,336      119,529         97,381       87,984         89,989       88,174
   Parent & Minor Subsidiaries                         17,008       19,090         19,600       16,089         20,301       19,254
   Adjustments & Eliminations                         (17,747)     (19,918)       (16,071)     (15,260)       (13,468)     (14,752)
- ----------------------------------------------------------------------------------------------------------------------------------
      Total Revenues *                            $   619,097  $   605,681    $   540,361   $  472,945    $   402,756  $   364,482
- ----------------------------------------------------------------------------------------------------------------------------------
Income (Loss) Before Income Taxes &
   Cumulative Effect of Accounting Changes
   Insurance                                      $    50,009  $    83,483    $    31,590   $   71,518    $    53,962  $    43,255
   Broadcasting                                        33,739       27,127         21,701       16,180         16,859       16,417
   Parent & Minor Subsidiaries                        (28,686)     (19,994)       (14,423)     (12,846)       (13,690)     (20,439)
   Adjustments & Eliminations                           1,437       (1,821)          --          2,472          4,768        4,217
- ----------------------------------------------------------------------------------------------------------------------------------
      Consolidated Income Before  Income
        Taxes & Cumulative Effect of Accounting
        Changes                                   $    56,499  $    88,795    $    38,868   $   77,324    $    61,899  $    43,450
- ----------------------------------------------------------------------------------------------------------------------------------
Net Income (Loss)
   Insurance                                      $    34,196  $    56,582    $    21,803   $   33,459    $    35,369  $    30,077
   Broadcasting                                        20,284       16,590         12,919       12,217         10,262        9,967
   Parent & Minor Subsidiaries                        (18,117)     (12,635)        (8,544)      (8,141)        (8,153)     (12,514)
   Adjustments & Eliminations                             977       (1,184)          --          1,612          3,407        3,036
- ----------------------------------------------------------------------------------------------------------------------------------
      Net Income                                  $    37,340  $    59,353    $    26,178   $   39,147    $    40,885  $    30,566
- ----------------------------------------------------------------------------------------------------------------------------------
Earnings per share                                $      1.66  $      2.76    $      1.22   $     2.01    $      2.51  $      1.93
- ----------------------------------------------------------------------------------------------------------------------------------
Change in Net Unrealized Investment
  Gains (Losses)                                  $   (18,260) $   111,095    $   (58,286)  $    1,276    $       (78) $     7,316
- ----------------------------------------------------------------------------------------------------------------------------------
Dividends Per Common Share                        $     0.725  $     0.665    $      0.62   $     0.56    $     0.515  $      0.47
- ----------------------------------------------------------------------------------------------------------------------------------
Depreciation and Amortization
   Insurance                                      $     3,815  $     4,515    $     5,125   $    3,286    $     3,424  $     3,381
   Broadcasting                                         9,927        9,244          6,276        6,566          6,848       10,654
   Parent & Minor Subsidiaries                          8,645        5,275          4,618        3,670          4,628        4,631
- ----------------------------------------------------------------------------------------------------------------------------------
Total Depreciation and Amortization               $    22,387  $    19,034    $    16,019   $   13,522    $    14,900  $    18,666
- ----------------------------------------------------------------------------------------------------------------------------------
Capital Expenditures
   Insurance                                      $     4,391  $     4,413    $     2,270   $    5,814    $     3,618  $     2,264
   Broadcasting                                         6,030        5,863          3,900        2,168          2,513        2,961
   Parent & Minor Subsidiaries                            470        3,012          3,446        7,483            698        1,088
- ----------------------------------------------------------------------------------------------------------------------------------
Total Capital Expenditures                        $    10,891  $    13,288    $     9,616   $   15,465    $     6,829  $     6,313
- ----------------------------------------------------------------------------------------------------------------------------------
Assets
   Insurance                                      $ 2,785,468  $ 2,769,619    $ 2,494,264   $2,057,126    $ 1,937,908  $ 1,528,901
   Broadcasting                                       169,477      168,672         98,705      101,982        110,849      119,714
   Parent & Minor Subsidiaries                        878,182      873,933        666,319      581,406        565,135      504,199
   Adjustments & Eliminations                        (772,362)    (777,928)      (592,024)    (553,481)      (539,014)    (438,610)
- ----------------------------------------------------------------------------------------------------------------------------------
      Total Assets                                $ 3,060,765  $ 3,034,296    $ 2,667,264   $2,187,033    $ 2,074,878  $ 1,714,204
- ----------------------------------------------------------------------------------------------------------------------------------
Notes, Mortgages and Other Debts                  $   247,861  $   258,444    $   231,647   $  149,489    $   176,632  $   226,925
- ----------------------------------------------------------------------------------------------------------------------------------
Redeemable Preferred Stock                        $    45,599  $    45,667    $    45,816         --             --           --
- ----------------------------------------------------------------------------------------------------------------------------------
Consolidated Shareholders' Equity                 $   580,861  $   575,762    $   395,589   $  433,845    $   389,188  $   277,108
- ----------------------------------------------------------------------------------------------------------------------------------
</TABLE>


*  See Note 14 to the Consolidated Financial Statements related to 1995
   and 1994 acquisitions.





                                      35
<PAGE>   3
                                                                    Exhibit 13

                      MANAGEMENT'S DISCUSSION AND ANALYSIS

                    The Liberty Corporation and Subsidiaries




                            SUMMARY OF CONSOLIDATED
                             RESULTS OF OPERATIONS

    Consolidated net income for 1996 was $37.3 million, a decrease of $22.1
million from the $59.4 million reported for 1995. The amounts reported for 1996
included a special charge of $26.9 million related principally to losses on
unprofitable insurance products.

<TABLE>
<CAPTION>
(In 000's)                     1996      1995       1994
- ----------------------------------------------------------
<S>                         <C>        <C>        <C>     
Revenues                    $619,097   $605,681   $540,361
- ----------------------------------------------------------
Income before income
    taxes                   $ 56,499   $ 88,795   $ 38,868
Income taxes                  19,159     29,442     12,690
- ----------------------------------------------------------
Net income                  $ 37,340   $ 59,353   $ 26,178
- ----------------------------------------------------------
</TABLE>

    Adjusting for the special charges of $26.9 million in 1996, net income was
$64.3 million, compared with $59.4 million for 1995, an increase of 8%. The
increase for 1996 was primarily the result of earnings growth of $3.7 million
in Cosmos Broadcasting.

    The special charges for 1996 resulted from a detailed study of the
profitability of all of Liberty's insurance products. The study identified a
small group of products whose mortality and expense experience was
significantly worse than assumed when the products were sold. Approximately $22
million of the special charges were provisions for losses related to these
products. In addition to the product-related charges, the Company wrote-off
previously deferred costs associated with acquiring and modifying an
administrative system for the Company's pre-need business based on a decision
to move to a new administrative platform for pre-need. All of the charges
represented non-cash items, and had no material impact on the insurance
companies' statutory financial condition.

    Consolidated net income for 1995 was $59.4 million and compares with $26.2
million earned in 1994. The results for 1994 include $20.3 million (after tax)
of special charges and net of tax realized investment losses of $6.4 million.
Earnings for 1994, after adjusting 1994 for the special charge and net realized
investment losses were $52.9 million. The 1995 increase over the adjusted 1994
amounts was the result of improvements in both insurance (up $8.4 million) and
broadcasting operations (up $3.7 million) offset by higher financing costs at
the Corporate level.

    The special charges in 1994 related to 1) the write-off of previously
deferred costs associated with the development of a software system for
administration of Liberty's insurance business and 2) a decision to cease
marketing products through the general agency distribution system. The deferred
systems charges were in connection with an agreement with a software developer
to develop a state-of-the-art software system to handle the administration of
Liberty's insurance operations. The non-cash charge of $13.6 million (after
taxes) had no impact on Liberty's cash flow. In 1994 Liberty decided to cease
sales of its products through its general agency distribution system due to the
absence of critical volume. This decision resulted in an after-tax charge to
earnings of $6.7 million, primarily to reduce deferred acquisition costs no
longer considered recoverable. Premiums and policy charges from the general
agency division represented approximately 2% of Liberty's total premiums and
policy charges at the time the decision was made to cease sales through this
marketing channel.

    Consolidated 1996 revenues of $619.1 million were up 2% compared with the
$605.7 million reported in 1995. A $17.8 million increase in broadcasting
operations was partially offset by a $4.5 million decline in insurance
revenues. Contributing to the decline in insurance operations revenues was a
decrease of $23.9 million in the FamilySide pre-need operations as actions
taken in mid-1995 to increase the profitability of the product portfolio had a
detrimental impact on 1996 revenues.

    Consolidated 1995 revenues of $605.7 million were up $65.3 million (12%)
over 1994's $540.4 million. The 1995 revenue growth consisted primarily of a
$47.5 million increase in revenues from the insurance operations and a $22.1
million increase in broadcasting revenues. The increase in revenues from
insurance operations was a combination of the 1994 insurance acquisitions
contributing a full year of revenues and a $14.0 million increase from realized
investment gains.


                               BUSINESS SEGMENTS

Chart 1

Consolidated Income from Operations (in millions)

<TABLE>
<CAPTION>
Data
<S>      <C>  
1996     $66.0
1995     $60.8
1994     $52.9
1993     $45.4
1992     $37.1
1991     $29.9
</TABLE>



                                      36
<PAGE>   4
                                                                   Exhibit 13

    Liberty reports the results of its business operations in two segments:
Insurance and Broadcasting. The insurance segment consists of Liberty's
insurance operations, which specializes in providing agency (home service),
pre-need and mortgage protection life and health insurance. The broadcasting
segment consists of Cosmos Broadcasting, which owns and operates eight
network-affiliated television stations. Activities of Corporate and other
include financing and real estate operations. In order to make more meaningful
comparisons, the segment data excludes the effect of realized investment gains
and losses and special charges. A reconciliation of the segment operations to
net income is as follows:

<TABLE>
<CAPTION>
(In 000's)                           1996        1995         1994
- --------------------------------------------------------------------
<S>                               <C>          <C>          <C>     
Segment Operating Earnings:
Insurance                         $ 56,508     $ 54,789     $ 46,396
Broadcasting                        20,284       16,590       12,919
Corporate and other                (10,760)     (10,546)      (6,446)
- --------------------------------------------------------------------
Total operating earnings            66,032       60,833       52,869
- --------------------------------------------------------------------
Net realized investment
    gains (losses)                  (1,748)      (1,480)      (6,440)
Special charges                    (26,944)        --        (20,251)
- --------------------------------------------------------------------
Net income                        $ 37,340     $ 59,353     $ 26,178
- --------------------------------------------------------------------
Earnings per Common Share:
Operating earnings                $   3.03     $   2.83     $   2.56
Net realized investment
    gains (losses)                   (0.08)       (0.07)       (0.32)
Special charges                      (1.29)        --          (1.02)
- --------------------------------------------------------------------
Earnings per common share         $   1.66     $   2.76     $   1.22
====================================================================
</TABLE>


                        INSURANCE RESULTS OF OPERATIONS

    Operating earnings from insurance operations for 1996 were $56.5 million,
an increase of 3% over the $54.8 million reported in 1995. Liberty Life's
operating earnings increased $1.4 million to $42.0 million in 1996. Strong
premium and profit growth from an accidental death product in Liberty Life's
Mortgage Protection division was partially offset as the Agency Home Service
division reported lower profits due primarily to higher deferred policy
acquisition cost amortization resulting from higher lapse experience. The
Mortgage Protection product line historically has contributed a relatively
small portion of Liberty Life's earnings but over the past two years it has
shown substantial premium growth. Mortgage Protection premium income increased
over 30% to $70.3 million in 1996 and earnings more than doubled to
approximately $4.5 million. The FamilySide pre-need operating earnings of $14.0
million in 1996 represented a 3% increase compared with 1995. The increase in
1996 earnings came notwithstanding a 20% decline in premiums in 1996 compared
with 1995. Several actions taken in 1995 and 1996 to consolidate the operations
and improve the profitability of several prior year acquisitions combined to
have a negative impact on premium revenues in 1996.



Chart 2

Insurance Operations
Income from Operations (in millions)

<TABLE>
<CAPTION>
Data

<S>      <C>  
1996     $56.5
1995     $54.8
1994     $46.4
1993     $41.4
1992     $35.7
1991     $32.6
</TABLE>



    Operating earnings from insurance operations were $54.8 million in 1995, an
increase of $8.4 million (18%) from the $46.4 million reported in 1994. Liberty
Life's operating earnings were $5.3 million higher in 1995 as net investment
income, policy benefits and general insurance expenses all improved. The
FamilySide pre-need group also reported an increase in operating earnings of
$2.3 million (20%) over 1994. FamilySide benefited from having two significant
1994 acquisitions included for a full year in 1995 compared to 10 months in
1994.

<TABLE>
<CAPTION>
Insurance Operating Earnings (in 000's)
                                         1996         1995        1994
- -------------------------------------------------------------------------
<S>                                    <C>          <C>          <C>     
Revenues (exclusive of realized
   investment gains and losses)
Insurance premiums and
   policy charges                      $321,671     $331,370     $315,789
Net investment income                   150,349      144,483      129,925
Service contract revenues                 7,751        9,025        5,585
- -------------------------------------------------------------------------
Total revenues                          479,771      484,878      451,299
Policy benefits                         218,901      236,774      225,745
Commissions                              66,146       54,583       49,869
General insurance expenses               64,326       68,246       62,639
Amortization of deferred
   acquisition costs and
   cost of business
   acquired                              47,142       43,697       41,443
Other                                        21          114        1,429
- -------------------------------------------------------------------------
Income from operations
   before income taxes                   83,235       81,464       70,174

Income taxes                             26,727       26,675       23,778
- -------------------------------------------------------------------------
Income from operations                 $ 56,508     $ 54,789     $ 46,396
=========================================================================
</TABLE>

    For 1996 revenues from insurance operations were $479.8 million, a decrease
of $5.1 million compared with 1995. Liberty Life had a $17.5 million increase
on the strength of the growth in Mortgage Protection premiums. Offsetting the
growth in Liberty  



                                      37

<PAGE>   5
                                                                     Exhibit 13

Life was a $21.3 million reduction in FamilySide operating revenues as premiums
declined for the reasons previously discussed.

    Revenues from insurance operations in 1995 were $484.9 million, an increase
of 7% over the $451.3 million reported in 1994. Insurance premiums and policy
charges were $331.4 million, an increase of 5% from 1994, and net investment
income increased 11% to $144.5 million. FamilySide contributed the majority of
the increase in revenues on the strength of both higher premiums and policy
charges and higher investment income. Liberty Life reported a 4% increase in
insurance premiums and policy charges in 1995 and also reported higher
investment income for the year.


Pie Charts
Insurance Premiums and Policy Charges (in millions)


<TABLE>
<CAPTION>
1996
<S>                        <C>
Agency Home Service        43%
FamilySide Pre-need        32%
Mortgage Protection        22%
Other                      3 %



1995

Agency Home Service        42%
FamilySide Pre-need        39%
Mortgage Protection        16%
Other                      3 %
</TABLE>




    Policy benefits as a percent of premium were 68% in 1996, compared with 71%
in 1995 and 72% in 1994. The decline in the ratio from 1995 to 1996 was more a
function of a change in the mix of business than an actual decline in
mortality. The growth of Mortgage Protection premiums combined with the decline
in FamilySide premiums has the effect of reducing the overall benefit to
premium ratio. The death benefit on the product that is providing the growth in
Mortgage Protection is fully reinsured and there is no mortality cost
associated with the product. The FamilySide products are primarily limited-pay
or single pay products that have higher benefit to premium ratios than other
Liberty products. Adjusting for the fluctuation in ratio caused by the change
in mix of business, the Liberty Life benefit-to-premium ratio was 68% in 1996
compared with 67% in 1995, and the benefit-to-premium ratio for FamilySide was
91% and 88% for 1996 and 1995, respectively. Overall, the benefit-to-premium
ratio for 1996 was within the expected levels, considering that claims are
inherently variable and will fluctuate, particularly when measured over a short
period of time.

    The commission-to-premium ratio was 21% in 1996, an increase from the 16%
reported in both 1995 and 1994. Similar to the benefit-to-premium ratio, the
increase for 1996 was caused primarily by a change in the mix of business due
to the growth of the Mortgage Protection accidental death product. The product
is marketed by a third party marketing group. Payments to the group include the
traditional commissions as well as compensation for certain general and
administrative functions performed by the marketing group. For financial
reporting purposes all payments to the marketing group are classified as
commissions.

    General insurance expenses declined $3.9 million in 1996 from the amounts
reported in 1995 as expense levels in both FamilySide and Liberty Insurance
Services were reduced in response to lower revenues. Excluding Liberty
Insurance Services expenses from all years, the expense-to-premium ratio was
18% for 1996 and 1995, compared with 16% reported in 1994.

    Amortization of deferred acquisition costs and cost of business acquired
increased $3.4 million (8%) over last year. The amortization-to-premium ratio
was 15% in 1996, an increase from the 13% reported for both 1995 and 1994. The
primary variable in the amortization expense from year to year is policy
persistency, or lapses. Following two years of favorable lapse experience in
Liberty Life's Agency Home Service division lapses increased in 1996, resulting
in higher amortization expense. Also contributing to the increase in the
amortization expense as a percentage of premium was the decline in FamilySide
premiums in 1996. Most of the amortization expense in any given year relates to
the business sold in prior years, and in 1996 the FamilySide amortization is
compared to the lower 1996 premiums. Mortgage Protection lapses are influenced
by, among other factors, the level of mortgage loan refinancing activity. In
the latter half of 1995 and continuing into 1996, mortgage loan interest rates
decreased; however, there has not been any marked increase in the level of
mortgage protection lapses.




                                      38
<PAGE>   6
                                                                     Exhibit 13

                INSURANCE OPERATIONS ACQUISITIONS AND EXPANSIONS

    Beginning in 1992 and continuing through the first half of 1994, Liberty
established itself as a key player in the pre-need market through several
acquisitions. The purchase of Pierce National Life in July 1992 provided
Liberty with a substantial presence in the pre-need market and the opportunity
to expand its presence on an international level in Canada. Liberty further
expanded its presence in the pre-need market with the acquisition of the assets
of Estate Assurance Company in 1993 and the 1994 acquisitions of American
Funeral Assurance Company, and North American National Corporation, a holding
company whose principal subsidiaries were Pan-Western Life Insurance Company,
Howard Life Insurance Company, and Brookings International Life Insurance
Company.

   During 1995 and continuing through 1996, Liberty focused on consolidating
its pre-need operations. By the end of 1995 all of the pre-need operations had
been relocated to Greenville and the companies merged into Pierce National.
During 1996, Liberty introduced an entirely new product portfolio marketed
under the brand name FamilySide. The actions taken to consolidate the
operations and introduce the new product portfolio caused a short-term
disruption in revenue growth, but have provided for improved product
profitability, focused marketing capability, and consistency and efficiency in
administrative support.

   In addition to the pre-need acquisitions, Liberty grew its Agency Home
Service division through acquisitions. In 1992, Liberty expanded its home
service business with the acquisition of Magnolia Life Insurance Company. In
1994, Liberty acquired State National Capital Corporation. These companies were
both located in Louisiana and gave Liberty a significant presence in the
Louisiana home service market. Both Magnolia Life and State National Life were
integrated into Liberty Life during 1994.

                       BROADCASTING RESULTS OF OPERATIONS

<TABLE>
<CAPTION>
(In 000's)                               1996          1995         1994
- --------------------------------------------------------------------------
<S>                                    <C>           <C>          <C>     
Gross broadcasting revenues            $137,336      $119,529     $ 97,381
Agency commissions                       19,433        16,378       13,909
- --------------------------------------------------------------------------
Net broadcasting revenues               117,903       103,151       83,472
Broadcasting expenses                    75,534        67,568       54,852
- --------------------------------------------------------------------------
Income from operations
   before interest and
   taxes                                 42,369        35,583       28,620
Interest expense                          8,630         8,456        6,919
- --------------------------------------------------------------------------
Income from operations
   before income taxes                   33,739        27,127       21,701
- --------------------------------------------------------------------------
Income taxes                             13,455        10,537        8,782
- --------------------------------------------------------------------------
Income from operations                 $ 20,284      $ 16,590     $ 12,919
==========================================================================
</TABLE>

   Gross broadcasting revenues for 1996 were $137.3 million, an increase of
$17.8 million (15%) from 1995. All revenue categories increased in 1996, with
political revenues more than doubling to $8.1 million as Cosmos capitalized on
the strength on its stations in its local markets to capture a significant
portion of the political dollars spent. The summer Olympics also provided
incremental revenue as 5 of the 8 Cosmos stations are NBC affiliates. The 1996
revenue growth followed an increase of $22.1 million (23%) in 1995 over 1994.
The 1995 revenue growth included $12.3 million in revenues added from the
February 1995 acquisition of WLOX-TV. Cable advertising sales, a business
entered by Cosmos in 1994, produced revenue of $6.3 million in 1996, compared
with $5.1 million and $2.4 million in 1995 and 1994, respectively.

    Broadcasting expenses rose 12% in 1996 compared with 1995. A portion of the
expense increase in 1996 came from the cost of the extensive coverage of the
Olympics. Excluding the impact of the WLOX-TV acquisition, expenses rose only
2% in 1995 compared with 1994.

Broadcasting Operations
Income from Operations (in millions)

<TABLE>
<S>      <C>  
1996     $20.3
1995     $16.6
1994     $12.9
1993     $ 9.7
1992     $10.3
1991     $10.0
</TABLE>

   An additional measure of broadcasting performance is operating cash flow,
defined as operating earnings before depreciation and amortization, interest,
taxes and corporate expenses. Operating cash flow, and the related efficiency
ratio (operating cash flow 

                                      39
<PAGE>   7

                                                                    Exhibit 13

divided by revenues net of agency commissions) are measurements of broadcasting
operating margins. For the year broadcasting cash flow was $52.5 million
compared to $44.9 million in 1995 and $33.0 million in 1994. The acquisition of
WLOX-TV added $6.2 million to 1995 operating cash flows. The efficiency ratio
was at an all time high of 43% in both 1996 and 1995, compared with 40% in
1994.

<TABLE>
<CAPTION>
Broadcasting Operations
Cash Flow (in millions)
<S>      <C>  
1996     $52.5
1995     $44.9
1994     $33.0
1993     $27.8
1992     $28.2
1991     $26.0
</TABLE>



    The Company closed the acquisition of WLOX-TV on February 28, 1995. The
purchase price of $40.1 million was funded with a combination of 599,985 shares
of 1995-A Series convertible preferred stock with a stated value of $35 per
share; cash of $5.6 million; and a note payable for $13.5 million.

                              CORPORATE AND OTHER

    Corporate and other includes general corporate activities such as the
overall management, legal and finance operations, debt service on debt not
allocated to segments, intercompany eliminations and the operations of Liberty
Investment Group. There was no significant change in the financial results in
this area for 1996 compared with 1995. The increase in the loss in 1995
compared with 1994 was primarily due to higher interest costs as both the
outstanding debt and interest rates were at higher levels in 1995.


                                      40
<PAGE>   8
                                                                    Exhibit 13

                                 BALANCE SHEET

                                  INVESTMENTS

   As of December 31, 1996, Liberty's consolidated investment portfolio was
carried at $2.1 billion compared with $2.0 billion at the end of 1995.
Approximately 73% of consolidated invested assets were in fixed maturity
securities (bonds and redeemable preferred stocks), 11% were in mortgage loans,
6% in real estate, with the balance consisting of policy loans (5%), equity
securities (4%) and other long-term investments (1%).

   The overall average credit rating of fixed maturity securities as of
December 31, 1996 was AA-. Less than investment grade securities comprised 2.6%
of the fixed maturity portfolio at December 31, 1996, compared with 3.3% at
December 31, 1995.

<TABLE>
<CAPTION>
Bond Portfolio Quality Rating
<S>               <C>  
AAA               49.2%
AA                11.8%
A                 16.5%
BBB               19.9%
Below BBB          2.6%
</TABLE>


   Statement of Financial Accounting Standards ("SFAS") No. 115, "Accounting
for Certain Investments in Debt and Equity Securities" requires that all debt
and equity securities be classified into one of three categories -- held to
maturity, available for sale, or trading. As of December 31, 1996, all
securities have been classified as available for sale and are carried at fair
value. During 1995, the Company transferred the portion of fixed maturity
securities previously classified as held to maturity to the available for sale
classification. As a result of the transfer, shareholders' equity was increased
$14.6 million (net of deferred income taxes and adjustment to deferred
acquisition costs related to universal life products) to reflect the unrealized
gain on securities previously carried at cost. See Note 1 to the Consolidated
Financial Statements for additional discussion of the transfer.

   SFAS 115 requires that available for sale securities be carried at fair
value, with unrealized gains and losses, net of adjustment for deferred income
taxes and deferred acquisition costs related to universal life products,
reported directly in shareholders' equity. The fair value of Liberty's fixed
maturity portfolio, and the related adjustment to shareholders' equity, is
significantly affected by changes in the overall interest rate environment.
During 1996 interest rates were relatively stable and shareholders' equity only
decreased $18.3 million as a result of changes in fair value of security
holdings. The 1996 results were in marked contrast to the significant
fluctuations reported in the past two years. For example, as interest rates
fell throughout 1995, shareholders' equity increased $111.1 million, reflecting
the change in the fair value of the portfolio. In contrast, primarily as a
result of the rising interest rate environment during 1994, the Company
reported a net unrealized loss of $69.6 million for the year ended December 31,
1994. While the volatility experienced in 1996 was not as great as that
experienced in 1995 and 1994, it is likely that there will continue to be
significant fluctuations in shareholders' equity as a result of carrying fixed
maturity securities at market value.

<TABLE>
<CAPTION>
Fixed Maturity Securities
Ratio of Fair Value to Amortized Cost Chart
<S>      <C>   
1996     103.6%
1995     106.1%
1994      95.7%
1993     107.4%
1992     107.9%
1991     112.5%
</TABLE>


   Although Liberty's entire fixed maturity and equity security portfolios have
been classified as available for sale, Liberty follows a value-oriented, as
opposed to a trading-oriented, investment philosophy concerning its securities
portfolios. Accordingly, turnover in the portfolios has historically been low
and has related primarily to restructuring portfolios acquired through
acquisitions or to manage Liberty's tax position. Gains trading, which Liberty
believes is short-sighted, is not consistent with its investment philosophy of
longer term value-oriented investing. In 1996 and going in to 1997, yields were
at historically low levels and the yield curve is relatively flat. In this
environment, in order to generate incremental returns above market yields
without sacrificing credit quality, it may be necessary to more actively trade
securities.

   Approximately 45% of Liberty's $1.5 billion fixed maturity portfolio at
December 31, 1996, was composed of mortgage-backed securities. This compares
with approximately 56% at year-end 

                                      41
<PAGE>   9
                                                                   Exhibit 13

1995. Certain mortgage-backed securities are subject to significant prepayment
risk or extension risk due to changes in interest rates. In periods of
declining interest rates mortgages may be repaid more rapidly than scheduled as
borrowers refinance higher rate mortgages to take advantage of the lower
current rates. As a result, holders of mortgage-backed securities may receive
large prepayments on their investments that cannot be reinvested at interest
rates comparable to the rates on the prepaid mortgages. In a rising interest
rate environment refinancings are significantly curtailed and the payments to
the holders of the securities decline, limiting the ability of the holder to
reinvest at the higher interest rates. Mortgage-backed pass-through securities
and sequential collateralized mortgage obligations ("CMO's"), which comprised
17% of the book value of Liberty's mortgage-backed securities at December 31,
1996, and 20% at year-end 1995, are sensitive to prepayment or extension risk.
The remaining 83% of Liberty's mortgage-backed investment portfolio at December
31, 1996, consisted of planned amortization class ("PAC") instruments. This
compares to 80% at December 31, 1995. These investments are designed to
amortize in a more predictable manner by shifting the primary prepayment and
extension risk of the underlying collateral to investors in other tranches of
the CMO. PAC's are tranches of CMO's specifically designed to protect against
prepayment or extension risk. In periods of declining interest rates,
prepayments are first applied to the non-PAC tranches of the CMO, creating
improved call protection for the PAC tranches. Only after all non-PAC tranches
have been paid off are prepayments applied to the PAC tranche. In periods of
increasing interest rates, prepayments are first applied to the PAC tranche,
thus reducing extension risk for PACs. As a result, PACs have a more stable
cash flow than most other mortgage securities because they have better call
protection and less extension risk.

   Mortgage loans of $230.9 million comprised 11% of the consolidated
investment portfolio at December 31, 1996. This compares to mortgage loans of
$213.2 million, or 11%, of the consolidated investment portfolio at December
31, 1995. Substantially all of these mortgage loans are commercial mortgages
with a loan-to-value ratio not exceeding 75% when made. Approximately 50% of
these loans at December 31, 1996, are concentrated in North and South Carolina;
and 90% are in the states of North Carolina, South Carolina, Virginia, Florida,
Georgia, Tennessee and Louisiana. Mortgage loan delinquencies, defined as
payments 60 or more days past due, have historically been low and were 0.7% at
the end of 1996 compared to the latest available industry rate of 2.5%.

   As of December 31, 1996 and 1995, investment real estate totaled $132.7
million and $135.3 million, representing 6% and 7%, respectively, of the
consolidated investment portfolio. Three property types (38% in residential
land development; 21% in business park land development and 34% in business
rental properties) accounted for 93% of the portfolio as of the end of 1996.
Substantially all of Liberty's investment real estate is located in South
Carolina, Florida, Georgia, and North Carolina. On March 7, 1997, Liberty
announced that it had signed a contract to contribute substantially all of its
business rental property to a real estate investment trust in exchange for
shares of the trust and cash. Additionally, the real estate investment trust
agreed to acquire most of Liberty's business park land development projects
over a 10 year period. The transaction is expected to close around April 30,
1997, and will result in a gain. Cash received from the transaction is expected
to be used to initially repay debt.

   Liberty has experienced pre-tax impairments on investment assets of $4.3
million, $9.5 million, and $2.7 million for the years ended December 31, 1996,
1995, and 1994, respectively. The high level of impairments in 1995 was due
primarily to write-downs taken on an oil and gas investment. While the level of
impairments is not predictable, management does not expect impairments to have
a significant impact on Liberty's results of operations or liquidity.



                                      42
<PAGE>   10
                                                                 Exhibit 13

                  LIABILITIES, REDEEMABLE PREFERRED STOCK AND
                              SHAREHOLDERS' EQUITY

    In March 1995, Liberty entered into a $375 million multi-tranche credit
facility. The facility consists of a $225 million revolving credit facility
maturing in 1999; a $100 million seven year term loan facility; and a $50
million facility substantially identical to the revolving facility, which is
convertible into terms substantially identical to the term facility anytime
prior to March 1997. There is no current plan to exercise the term conversion
feature of the $50 million tranche. The credit facility contains various
restrictive covenants typical of a credit facility agreement of this size and
nature. These restrictions primarily pertain to levels of indebtedness,
limitations on payment of dividends, limitations on the quality and types of
investments, and capital expenditures. Additionally, Liberty must also comply
with several financial covenant restrictions under the revolving credit
agreement including defined ratios of consolidated debt to cash flow,
consolidated debt to consolidated total capital, and fixed charges coverage.

<TABLE>
<CAPTION>
Debt to Capital Ratio
Excluding Unrealized Investment Gains and Losses
<S>      <C>  
1996     29.7%
1995     31.4%
1994     31.9%
1993     25.9%
1992     31.4%
1991     45.4%
</TABLE>


    Liberty has entered into interest rate swaps and caps in an attempt to
minimize the impact of a potential significant rise in short-term interest
rates on Liberty's outstanding variable-rate debt. See Note 5 to the
Consolidated Financial Statements for additional discussion of these contracts.

    In 1994, Liberty issued 668,207 shares of Series 1994-A Voting Cumulative
Preferred Stock having a total redemption value of $23.4 million, or $35.00 per
share, in connection with the acquisition of State National Capital Corporation
and 598,656 shares of Series 1994-B Voting Cumulative Preferred Stock having a
total redemption value of $22.4 million, or $37.50 per share, in connection
with the acquisition of American Funeral Assurance Company. The shares have
preference in liquidation and each share is entitled to one vote on any matters
submitted to a vote of the shareholders of the Company. Both the Company and
the holders of the preferred stock have the right to redeem any or all of the
shares from time to time beginning five years and one month after the date of
issue in exchange for cash or shares of the Company's common stock. There is no
sinking fund for the redemption of either series of preferred stock. Both the
1994-A and 1994-B series of preferred stock are considered redeemable preferred
stock and are classified outside permanent equity.

    On February 28, 1995, the Company issued 599,985 shares of Series 1995-A
Voting Cumulative Convertible Preferred Stock, having a total redemption value
of $21.0 million, or $35.00 per share, in connection with the acquisition of
WLOX-TV. The Company has the right to redeem any or all of the shares from time
to time at any time beginning five years and one month after the date of issue
in exchange for cash, common stock, or a combination of both. Generally, the
amount of consideration on the 1995-A Series will be equivalent to $35.00 per
share plus the amount of any accumulated and unpaid dividends. There is no
sinking fund for the redemption of the preferred stock. These shares are
considered common stock equivalents for financial reporting purposes.

   The National Association of Insurance Commissioners (the "NAIC") has
Risk-Based Capital ("RBC") requirements for life/health insurance companies to
evaluate the adequacy of statutory capital and surplus in relation to
investment and insurance risks such as asset quality, mortality and morbidity,
asset and liability matching, and other business factors. The RBC formula is
used by states as an early warning tool to identify companies that potentially
are inadequately capitalized for the purpose of initiating regulatory action.
In addition, the formula defines minimum capital standards that supplement the
current system of low fixed minimum capital and surplus requirements on a
state-by-state basis. The RBC ratios for the insurance subsidiaries
significantly exceed the minimum capital requirements at December 31, 1996.




                                      43
<PAGE>   11
                                                                  Exhibit 13

                                   CASH FLOWS

   The parent company's short-term cash needs consist primarily of: (1) working
capital requirements, (2) interest on corporate debt, (3) dividends to
shareholders and (4) funds for real estate investments. The parent company's
primary long-term cash need is the repayment of corporate debt. The parent
company depends primarily on dividends, debt service payments and consolidated
tax return benefits paid to it by its subsidiaries to meet its short-term and
long-term cash needs. Historically, Liberty's primary businesses - insurance
and broadcasting - have provided sufficient liquidity to fund their operations
and the operations of the parent company. Liberty receives funds from its
insurance subsidiaries primarily in the form of dividends. Dividends from each
insurance subsidiary are restricted under applicable state law. Annual
dividends in excess of maximum amounts prescribed by state statutes
("extraordinary dividends") may not be paid without the approval of the
insurance commissioner of each state in which an insurance subsidiary is
domiciled. In 1994 the National Association of Insurance Commissioners ("NAIC")
proposed, and certain states adopted, legislation that lowers the threshold
amount for determining what constitutes an extraordinary dividend. Such
legislative changes could make it more difficult for insurance subsidiaries to
pay dividends to their parent. See Note 8 to the Consolidated Financial
Statements.

   On a consolidated basis, Liberty's net cash flow from operating activities
was $74.2 million for 1996 compared with $87.4 million for 1995 and $87.1
million for 1994. Liberty's net cash used in investing activities was $88.9
million for 1996 compared with $133.6 million in 1995 and $176.3 million in
1994. The net cash used in investing activities in 1996 and 1995 was primarily
to fund the purchase of investment securities. Cash used in investing
activities in 1994, in addition to funding investment security purchases, was
used to fund insurance acquisitions ($54.1 million) and a bulk purchase of real
estate assets ($43.0 million). Cash flow from financing activities fluctuates
primarily based on the level of borrowings or debt repayment. In 1996 cash flow
provided by financing activities was $7.7 million, compared with $38.5 million
and $111.2 million provided for 1995 and 1994, respectively. Debt repayments
exceed borrowing proceeds by $12.3 million in 1996. In prior years proceeds
from borrowings exceeded debt repayments by $11.4 million in 1995 and $76.9
million in 1994. The large excess of borrowings over repayments of debt in 1994
was used to fund insurance and real estate acquisitions. As a result of its
activities, Liberty had a net decrease in cash of $7.0 million in 1996, a $7.7
million decrease in 1995 and a $21.9 million increase in cash in 1994.

   Liberty believes that its current level of cash and future cash flows from
operations is sufficient to meet the needs of its business and to satisfy its
debt service. If suitable opportunities arise for additional acquisitions,
Liberty plans to draw on its revolving credit facility or use Common Stock or
Preferred Stock as payment of all or part of the consideration for such
acquisitions; or Liberty may seek additional funds in the equity or debt
markets. Under Liberty's credit facility, there exists no restriction on
acquisition funding; however, consolidated debt is limited to a maximum of $385
million and the total debt to capital ratio is limited to 35%. At December 31,
1996 outstanding debt totaled $247.9 million and the debt to capital ratio was
29.7%.

   Management believes liquidity risk of the insurance operations is minimized
by investment strategies that stress high quality assets and an integrated
asset/liability matching process. Investments are primarily in intermediate to
long-term maturities in order to match the long-term nature of insurance
liabilities. Liberty has a relatively small block of universal life products
that are interest-sensitive. Liberty actively manages the rates credited on
these policies to maintain an acceptable spread between the earned and credited
rate. In addition, Liberty has an integrated asset/liability matching process
to minimize the liquidity risk that is associated with interest-sensitive
products. Accordingly, most long-term investments are held to maturity and
interim market fluctuations present no significant liquidity problems.
Liberty's only use of derivative financial instruments is to minimize the
exposure on its variable rate debt.

   Most states have laws requiring solvent life insurance companies to pay
guaranty fund assessments to protect the interests of policyholders of
insolvent life insurance companies. Due to the recent increase in the number of
companies that are under regulatory supervision, there is expected to be an
increase in assessments by state guaranty funds. Under present law, most
assessments can be recovered through a credit against future premium taxes.
Liberty has reviewed its exposure to potential assessments, and the effect on
its financial position and results of operations is not expected to be
material.

   Other Company commitments are shown in Note 7 to the Consolidated Financial
Statements. Further discussion of investments and valuation is contained in
Notes 1, 2 and 15 to the Consolidated Financial Statements.




                                      44
<PAGE>   12
                                                                      EXHIBIT 13





CONSOLIDATED BALANCE SHEETS
THE LIBERTY CORPORATION AND SUBSIDIARIES
(In 000's)

<TABLE>
<CAPTION>
At December 31                                                                              1996          1995
- ------------------------------------------------------------------------------------------------------------------

<S>                                                                                      <C>            <C>
ASSETS
Investments:
  Fixed maturity securities
     Available for sale, at market, cost of $1,465,213 in 1996 and $1,383,324 in 1995    $1,517,539     $1,467,039
  Equity securities, primarily at market, cost of $61,431 in 1996, $68,637 in 1995           75,591         82,508
  Mortgage loans                                                                            230,910        213,223
  Investment real estate, at cost less accumulated depreciation $13,619 in 1996,
       $11,671 in 1995                                                                      132,696        135,306
  Policy loans                                                                               98,816         98,369
  Other long-term investments                                                                22,470         27,535
  Short-term investments                                                                        250           --
- ------------------------------------------------------------------------------------------------------------------
Total Investments                                                                         2,078,272      2,023,980
- ------------------------------------------------------------------------------------------------------------------

Cash                                                                                         36,774         43,741
Accrued investment income                                                                    20,817         20,018
Receivables net of bad debt reserves, $2,310 in 1996, $1,975 in 1995                         74,175         56,912
Receivable from reinsurers                                                                  277,578        275,090
Deferred acquisition costs                                                                  262,182        265,188
Cost of business acquired                                                                    70,764         86,925
Buildings and equipment, at cost, less accumulated depreciation $106,513 in 1996,
       $105,819 in 1995                                                                      79,808         79,789
Intangibles related to television operations, at cost, net of amortization $25,269 in
       1996, $20,192 in 1995                                                                 93,979         99,056
Goodwill related to insurance acquisitions, at cost, net of amortization $9,315 in
       1996, $8,076 in 1995                                                                  35,608         37,239
Other assets                                                                                 30,808         46,358
- ------------------------------------------------------------------------------------------------------------------
Total Assets                                                                             $3,060,765     $3,034,296
==================================================================================================================
</TABLE>





                                      45
<PAGE>   13
                                                                    Exhibit 13





<TABLE>
<CAPTION>
At December 31                                                                              1996          1995
- ------------------------------------------------------------------------------------------------------------------
<S>                                                                                      <C>            <C>       
LIABILITIES, REDEEMABLE PREFERRED STOCK AND SHAREHOLDERS' EQUITY

Liabilities:
   Policy liabilities:
     Future policy benefits                                                              $1,853,173     $1,811,417
     Claims and benefits payable                                                             31,450         24,356
     Policyholder funds                                                                      28,488         27,086
- ------------------------------------------------------------------------------------------------------------------
                                                                                          1,913,111      1,862,859
Notes and mortgages payable                                                                 147,861        158,444
Long-term debt                                                                              100,000        100,000
Accrued income taxes                                                                          5,163          6,665
Deferred income taxes                                                                       163,139        182,083
Accounts payable and accrued expenses                                                       101,209         98,956
Other liabilities                                                                             3,822          3,860
- ------------------------------------------------------------------------------------------------------------------
Total Liabilities                                                                         2,434,305      2,412,867
- ------------------------------------------------------------------------------------------------------------------

Redeemable Preferred Stock:
   1994-A Series, $35.00 redemption value, 668,207 shares issued and outstanding             23,387         23,387
   1994-B Series, $37.50 redemption value, 592,334 and 594,126 shares issued and
       outstanding in 1996 and 1995, respectively                                            22,212         22,280
- ------------------------------------------------------------------------------------------------------------------
Total Redeemable Preferred Stock                                                             45,599         45,667
- ------------------------------------------------------------------------------------------------------------------

Shareholders' Equity:
   Common stock
     Authorized - 50,000,000 shares, no par value
     Issued and outstanding - 20,214,738 shares in 1996, 20,060,629 shares in 1995          163,443        158,735
   Convertible Preferred Stock 1995-A Series, 599,985 shares issued and outstanding          20,999         20,999
   Preferred Stock
     Authorized - 10,000,000 shares
     Issued and outstanding - 1,860,526 shares in 1996, 1,862,318 shares in 1995
   Unearned stock compensation                                                               (7,168)        (6,050)
   Unrealized appreciation (depreciation) on fixed maturity securities available for
       sale and equity securities                                                            39,726         57,986
   Cumulative foreign currency translation adjustment                                          (204)          (999)
   Retained earnings                                                                        364,065        345,091
- ------------------------------------------------------------------------------------------------------------------
Total Shareholders' Equity                                                                  580,861        575,762
- ------------------------------------------------------------------------------------------------------------------

- ------------------------------------------------------------------------------------------------------------------
Total Liabilities, Redeemable Preferred Stock and Shareholders' Equity                   $3,060,765     $3,034,296
- ------------------------------------------------------------------------------------------------------------------
</TABLE>


See notes to consolidated financial statements.




                                      46
<PAGE>   14
                                                                    Exhibit 13

CONSOLIDATED STATEMENTS OF INCOME
THE LIBERTY CORPORATION AND SUBSIDIARIES
(In $000's, except per share data)


<TABLE>
<CAPTION>
For the Years Ended December 31                                                   1996             1995          1994
- -----------------------------------------------------------------------------------------------------------------------
<S>                                                                            <C>             <C>           <C>       
REVENUES
   Insurance premiums and policy charges                                       $  321,371      $  331,370    $  315,789
   Broadcasting revenues                                                          137,336         119,529        97,381
   Net investment income                                                          155,221         148,670       133,679
   Service contract revenues                                                        7,751           9,025         5,585
   Realized investment gains (losses)                                              (2,582)         (2,913)      (12,073)
- -----------------------------------------------------------------------------------------------------------------------
Total revenues                                                                    619,097         605,681       540,361
- -----------------------------------------------------------------------------------------------------------------------

EXPENSES
   Policyholder benefits                                                          218,751         236,774       225,745
   Insurance commissions                                                           66,483          54,583        49,869
   General insurance expenses                                                      73,790          67,703        84,930
   Amortization of deferred acquisition costs and cost of business
      acquired                                                                     73,967          43,780        45,024
   Broadcasting expenses                                                           94,867          83,849        68,638
   Interest expense                                                                15,139          15,047        11,097
   Other expenses                                                                  19,601          15,150        16,190
- -----------------------------------------------------------------------------------------------------------------------
Total expenses                                                                    562,598         516,886       501,493
- -----------------------------------------------------------------------------------------------------------------------

Income before income taxes                                                         56,499          88,795        38,868
Provision for income taxes                                                         19,159          29,442        12,690
- -----------------------------------------------------------------------------------------------------------------------
Net income                                                                     $   37,340      $   59,353    $   26,178
- -----------------------------------------------------------------------------------------------------------------------
EARNINGS PER COMMON SHARE
- -----------------------------------------------------------------------------------------------------------------------
Net earnings per common share                                                  $     1.66      $     2.76    $     1.22
- -----------------------------------------------------------------------------------------------------------------------
</TABLE>



See notes to consolidated financial statements.




                                      47
<PAGE>   15
                                                                    Exhibit 13
    



CONSOLIDATED STATEMENTS OF CASH FLOWS
THE LIBERTY CORPORATION AND SUBSIDIARIES
(In 000's)

<TABLE>
<CAPTION>
For the Years Ended December 31                                                    1996           1995           1994
- -----------------------------------------------------------------------------------------------------------------------
<S>                                                                            <C>             <C>           <C>       
OPERATING ACTIVITIES
Net income                                                                     $   37,340      $   59,353    $   26,178
Adjustments to reconcile net income to net cash provided by
     operating activities:
   Increase in policy liabilities                                                   5,545          18,845        53,961
   (Decrease) increase in accounts payable and accrued expenses                    14,050          (3,964)        1,142
   Increase in receivables                                                         (4,645)         (3,311)       (7,374)
   Amortization of deferred acquisition costs and cost of business
     acquired                                                                      73,967          43,780        45,024
   Policy acquisition costs deferred                                              (51,122)        (54,522)      (59,053)
   Realized investment (gains) losses                                               2,582           2,913        12,073
   Gain on sale of operating assets                                                (3,172)         (3,231)       (3,214)
   Depreciation and amortization                                                   22,387          19,034        16,019
   Amortization of bond premium and discount                                       (5,835)         (7,485)       (4,904)
   Provision for deferred income taxes                                             (8,905)          6,225        (1,481)
   All other operating activities, net                                             (7,957)          9,803         8,679
- -----------------------------------------------------------------------------------------------------------------------

   NET CASH PROVIDED BY OPERATING ACTIVITIES                                       74,235          87,440        87,050
- -----------------------------------------------------------------------------------------------------------------------
INVESTING ACTIVITIES
Investment securities sold - Available for sale                                   181,572         155,670       225,100
Investment securities matured or redeemed by issuer:
     Available for sale                                                            75,369          32,913        61,216
     Held to maturity                                                                --            35,494        65,910
Cost of investment securities acquired - Available for sale                      (322,633)       (329,918)     (420,244)
Mortgage loans made                                                               (38,845)        (32,905)      (31,957)
Mortgage loan repayments                                                           21,111          22,712        20,621
Purchase of investment properties, buildings and equipment                        (43,926)        (62,955)      (87,115)
Sale of investment properties, buildings and equipment                             37,858          49,103        31,158
Purchases of short-term investments                                               (73,602)        (43,607)     (388,465)
Sales of short-term investments                                                    73,352          50,871       394,673
Net cash paid on purchases of insurance companies                                    --              --         (54,087)
Net cash paid on purchase of television station                                      --            (5,140)         --
All other investment activities, net                                                  823          (5,828)        6,860
- -----------------------------------------------------------------------------------------------------------------------
   NET CASH USED IN INVESTING ACTIVITIES                                          (88,921)       (133,590)     (176,330)
- -----------------------------------------------------------------------------------------------------------------------

FINANCING ACTIVITIES
Proceeds from borrowings                                                        2,957,704       1,901,901     2,544,735
Principal payments on debt                                                     (2,970,011)     (1,890,521)   (2,467,819)
Dividends paid                                                                    (18,366)        (16,814)      (14,358)
Stock issued for employee benefit and compensation programs                         1,441           2,909         3,487
Return of policyholders' account balances                                         (35,966)        (32,637)      (30,025)
Receipts credited to policyholders' account balances                               72,917          73,653        75,173
- -----------------------------------------------------------------------------------------------------------------------
   NET CASH PROVIDED BY FINANCING ACTIVITIES                                        7,719          38,491       111,193
- -----------------------------------------------------------------------------------------------------------------------

INCREASE (DECREASE) IN CASH                                                        (6,967)         (7,659)       21,913
Cash at beginning of year                                                          43,741          51,400        29,487
- -----------------------------------------------------------------------------------------------------------------------
CASH AT END OF YEAR                                                            $   36,774      $   43,741    $   51,400
- -----------------------------------------------------------------------------------------------------------------------
</TABLE>



See notes to consolidated financial statements.



                                      48

<PAGE>   16
                                                                    Exhibit 13


CONSOLIDATED STATEMENTS OF SHAREHOLDERS' EQUITY
THE LIBERTY CORPORATION AND SUBSIDIARIES
(Amounts in 000's except per share data)

<TABLE>
<CAPTION>
                                                                                                                              
                                                                  UNEARNED    UNREALIZED   CUMULATIVE
                                   COMMON             CONVERTIBLE  STOCK       SECURITY     FOREIGN
                                   SHARES     COMMON   PREFERRED  COMPEN-    APPRECIATION   CURRENCY      RETAINED
                                OUTSTANDING   STOCK     STOCK     SATION    (DEPRECIATION) TRANSLATION   EARNINGS         TOTAL   
- -------------------------------------------------------------------------------------------------------------------------------- 
<S>                                <C>      <C>        <C>       <C>        <C>             <C>          <C>         <C>        
Balance at January 1, 1994         19,498   $143,939   $  --     $(4,475)   $   5,177       $(1,529)     $ 290,733   $ 433,845  
Cumulative effect of change in                                                                                                  
   accounting principle                                                        11,357                                   11,357  
Net income                                                                                                  26,178      26,178  
Net unrealized investment losses                                              (69,643)                                 (69,643) 
Dividends - Common  Stock -                                                                                                     
  $0.62 per share                                                                                          (12,242)    (12,242) 
Dividends - Redeemable Preferred                                                                                                
   Stock - $1.672 per share                                                                                 (2,117)     (2,117) 
Foreign currency translation                                                                                                    
   adjustment                                                                                    38                         38  
Stock issued for employee                                                                                                       
   benefit and performance                                                                                                      
   incentive compensation                                                                                                       
   programs                           229      5,816                (844)                                                4,972  
Stock issued as part of the                                                                                                     
   purchase price of                                                                                                            
   acquisitions                       113      3,180                                                                     3,180  
Stock issued for conversion of                                                                                                  
   redeemable preferred stock           1         21                                                                        21  
- ----------------------------------------------------------------------------------------   -----------------------------------
Balance at December 31, 1994       19,841    152,956        --    (5,319)     (53,109)       (1,491)       302,552     395,589  
                                                                                                                                
Net income                                                                                                  59,353      59,353  
Net unrealized investment gains                                               111,095                                  111,095  
Dividends - Common Stock -                                                                                                      
   $0.665 per share                                                                                        (13,283)    (13,283) 
Dividends - Redeemable Preferred                                                                                                
   Stock - $2.10 per share                                                                                  (2,658)     (2,658) 
Dividends - Convertible                                                                                                         
   Preferred Stock - $1.4583 per                                                                                                
   share                                                                                                      (873)       (873) 
Foreign currency translation                                                                                                    
    adjustment                                                                                  492                        492  
Stock issued for employee                                                                                                       
   benefit and performance                                                                                                      
   incentive compensation                                                                                                       
   programs                           216      5,631                (731)                                                4,900  
Stock issued as part of the                                                                                                     
   purchase price of                                                                                                            
   acquisitions                                         20,999                                                          20,999  
Stock issued for conversion of                                                                                                  
    redeemable preferred stock          4        148                                                                       148  
- ----------------------------------------------------------------------------------------   -----------------------------------
Balance at December 31, 1995       20,061    158,735    20,999    (6,050)      57,986          (999)       345,091     575,762  
                                                                                                     
Net income                                                                                                  37,340      37,340
Net unrealized investment losses                                              (18,260)                                 (18,260) 
Dividends - Common Stock -                                                                                                      
   $0.725 per share                                                                                        (14,666)    (14,666) 
Dividends - Redeemable Preferred                                                                                                
   Stock - $2.10 per share                                                                                  (2,652)     (2,652) 
Dividends - Convertible                                                                                                         
   Preferred Stock - $1.75 per                                                                                                  
   share                                                                                                    (1,048)     (1,048) 
Foreign currency translation                                                                                                    
   adjustment                                                                                   795                        795  
Stock issued for employee                                                                                                       
   benefit and performance                                                                                                      
   incentive compensation                                                                                                       
   programs                           152      4,641              (1,118)                                                3,523  
Stock issued for conversion of                                                                                                  
    redeemable preferred stock          2         67                                                                        67  
- ----------------------------------------------------------------------------------------   -----------------------------------
Balance at December 31, 1996       20,215   $163,443   $20,999   $(7,168)   $  39,726       $  (204)     $ 364,065   $ 580,861  
- ----------------------------------------------------------------------------------------   -----------------------------------
</TABLE>                                                                       
                      

See notes to consolidated financial statements.



                                      49
<PAGE>   17
                                                                Exhibit 13


                    THE LIBERTY CORPORATION AND SUBSIDIARIES
                   NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
                               DECEMBER 31, 1996



1.       SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

   PRINCIPLES OF CONSOLIDATION - The accompanying consolidated financial
statements of The Liberty Corporation and Subsidiaries (the Company) include
the accounts of the Company after elimination of all significant intercompany
balances and transactions. The primary subsidiaries of the Company are Liberty
Life Insurance Company, Pierce National Life Insurance Company (doing business
as FamilySide) and Liberty Insurance Services Corporation (collectively
referred to as the insurance operations) and Cosmos Broadcasting Corporation.

   ORGANIZATION - The Company's operations include the sale and service of life
insurance products in the United States and Canada and television broadcasting
operations in the United States. The insurance operations are licensed to do
business in 49 states and ten Canadian provinces. While the majority of the
Company's assets and revenues are generated from its insurance operations, the
Company also is a major television group broadcaster, owning and operating
eight network affiliated television stations throughout the southeastern and
midwestern states. Information on the Company's operations by segment is
included on page 36 of this report (see Note 16).

   USE OF ESTIMATES AND ASSUMPTIONS - Financial statements prepared in
accordance with generally accepted accounting principles require management to
make estimates and assumptions that affect the amounts reported in the
consolidated financial statements and accompanying notes to the consolidated
financial statements. Actual results could differ from those estimates and
assumptions.

   INSURANCE PREMIUMS AND POLICY CHARGES - Revenues for traditional life
insurance and accident and health insurance are recognized over the premium
paying period as they become due. For limited payment whole life products, the
excess of the premiums received over the portion of the premiums required to
establish reserves is deferred and recognized in income over the anticipated
life of the policy. For universal life products, revenues consist of policy
charges for the cost of insurance, administration of the policies and surrender
charges during the period. Policy issue fees are deferred and recognized in
income over the life of the policies in relation to the incidence of expected
gross profits.

   POLICYHOLDER BENEFITS - Benefits for traditional life insurance and accident
and health insurance products include claims paid during the period, accrual
for claims reported but not yet paid, accrual for claims incurred but not
reported based on historical claims experience modified for expected future
trends, and changes in the liability for future policy benefits. Benefits for
universal life products are the amount of claims paid in excess of the policy
value accrued to the benefit of the policyholder plus interest credited on
account values.

   FUTURE POLICY BENEFITS include insurance reserves and policy maintenance
expenses for traditional life insurance and accident and health insurance.
Future policy benefits are associated with earned premiums so as to recognize
profits over the premium paying period. This association is accomplished by
recognizing the liabilities for insurance reserves on a net level premium
method based on assumptions deemed appropriate at the date of issue as to
future investment yield, mortality, morbidity, withdrawals and maintenance
expenses and including margins for adverse deviations. Interest assumptions are
based on Company experience. Mortality, morbidity, and withdrawal assumptions
are based on recognized actuarial tables or Company experience, as appropriate.
Accident and health reserves consist principally of unearned premiums and
claims reserves, including provisions for incurred but unreported claims.

   Insurance reserves for universal life products are determined following the
retrospective deposit method and consist of policy values that accrue to the
benefit of the policyholder, unreduced by surrender charges.

   DEFERRED ACQUISITION COSTS - Acquisition costs incurred by the Company in
the process of acquiring new business are deferred and amortized to income as
discussed below. Costs deferred consist primarily of commissions and certain
policy underwriting, issue and agency expenses that vary with and are primarily
related to production of new business.

   COST OF BUSINESS ACQUIRED is the value assigned the insurance inforce of
acquired insurance companies at the date of acquisition.

   For traditional insurance products, the amortization of deferred acquisition
costs and the cost of business acquired is recognized in proportion to the
ratio of annual premium revenue to the total anticipated premium revenue, which
gives effect to actual terminations. Deferred acquisition costs and the cost of
business acquired are amortized over the premium paying period (not to exceed
30 years) of the related policies. Anticipated premium revenue is determined
using assumptions consistent with those utilized in the determination of
liabilities for insurance reserves.

   For universal life products, the deferred acquisition costs are amortized in
relation to the incidence of expected gross profits over the life of the
policies (not to exceed 30 years). Gross profits are equal to revenues, as
defined previously, plus investment income (including applicable realized
investments gains and losses) less expenses. Expenses include interest credited
to policy account balances, policy administration expenses, and expected
benefit payments in excess of policy account balances.

   INVESTMENTS - The Company adopted Statement of Financial Accounting
Standards ("SFAS") No. 115, "Accounting for Certain Investments in Debt and
Equity Securities" effective January 1, 1994. SFAS No. 115 requires that all
debt and equity securities be classified into one of three categories -- held
to maturity, available for sale, or trading. The Company has no securities
classified as trading. Prior to the adoption of SFAS No. 115, all fixed
maturity securities were carried at amortized cost. As of January 1, 1994,
shareholders' equity was increased $11,357,000 (net of deferred income taxes
and adjustment to deferred acquisition costs related to universal life
products) to reflect the unrealized gain on securities previously carried at
cost. On November 15, 1995, the Financial Accounting Standards Board issued a
Special Report, "A Guide to Implementation of Statement 115 on Accounting for
Certain 



                                      50
<PAGE>   18
                                                                Exhibit 13

Investments in Debt and Equity Securities". In accordance with the provisions
in that Special Report, on December 31, 1995, the Company chose to reclassify
all securities previously classified as held to maturity to available for sale.
The market value and amortized cost of the securities transferred were
$307,100,000 and $281,691,000, respectively, at December 31, 1995. As a result
of the transfer, shareholders' equity was increased $14,645,000 (net of
deferred income taxes and adjustment to deferred acquisition costs related to
universal life products) to reflect the unrealized gain on securities
previously carried at cost. There were no sales of securities previously
included in the held to maturity category during 1995. Prior to December 31,
1995, the Company classified fixed maturity securities (bonds and redeemable
preferred stock) as either held to maturity or available for sale. Management
determined the appropriate classification of fixed maturities at the time of
purchase. Fixed maturities were classified as held to maturity when the Company
had the positive intent and ability to hold the securities to maturity.

   Investments are reported on the following basis:

- - Fixed maturities classified as available-for-sale are stated at fair value
  with unrealized gains and losses, after adjustment for deferred income taxes
  and deferred acquisition costs related to universal life products, reported
  directly in shareholders' equity. Fixed maturities classified as held to
  maturity in 1995 and 1994 were stated at amortized cost, including
  impairments for other than temporary declines in value. Fair values for fixed
  maturity securities are based on quoted market prices, where available. For
  fixed maturity securities not actively traded, fair values are estimated
  using values obtained from independent pricing services or, in the case of
  private placements, are estimated by discounting expected future cash flows
  using a current market rate applicable to the yield, credit quality, and
  maturity of the investments.

- - Equity securities (common stocks and nonredeemable preferred stocks) are all
  considered available for sale and are carried at fair value. The fair values
  for equity securities are based on quoted market prices.

- - Mortgage loans on real estate are carried at amortized cost, less an
  allowance for credit losses and provisions for impaired value, where
  appropriate.

- - Investment real estate is carried at cost less accumulated depreciation and
  provisions for impaired value where appropriate. Depreciation over the
  estimated useful lives of the properties is determined principally using the
  straight-line method.

- - Policy loans are carried at cost.

- - Other long-term investments are carried at cost which includes provisions
  for impaired value where appropriate. Included in other long-term investments
  are investments in venture capital funds and oil and gas properties.

- - Short-term investments are carried at cost which approximates fair value.

   UNREALIZED INVESTMENT GAINS AND LOSSES on investments carried at fair value,
net of deferred taxes and adjustment for deferred acquisition costs related to
universal life products, are recorded directly in shareholders' equity.

   REALIZED INVESTMENT GAINS AND LOSSES are recognized using the specific
identification method to determine the cost of investments sold. Gains or
losses on the sale of real estate held for investment are included in realized
investment gains (losses), in accordance with Statement of Financial Accounting
Standards No. 121, "Accounting for the Impairment of Long-Lived Assets and for
Long-Lived Assets to be Disposed Of" which is discussed below. Gains and losses
on the sale of real estate acquired for development and resale are included in
net investment income. Realized gains and losses include write-downs for
impaired values of investment assets. The Company establishes impairments on
individual, specific assets at the time the Company judges the assets to have
been impaired and this impairment can be estimated (see Note 2).

   BUILDINGS AND EQUIPMENT are recorded at cost. Depreciation over the
estimated useful lives of the properties is determined principally using the
straight-line method.

   INTANGIBLE ASSETS arose in the acquisition of certain television stations.
Amounts not being amortized ($4,071,000) represent the excess of the total cost
over the underlying value of the tangible and amortizable intangible assets
acquired prior to 1970. Amounts being amortized are expensed principally over
forty years.

   GOODWILL arose in the acquisition of insurance companies and is being
amortized over lives ranging from twenty to forty years.

   FOREIGN CURRENCY TRANSLATION has been accounted for in accordance with SFAS
No. 52, "Foreign Currency Translation." The assets and liabilities of the
Canadian operations of FamilySide are translated into U.S. dollars at the rate
of exchange in effect at the respective balance sheet date. Net exchange gains
and losses resulting from translation are included as a separate component of
shareholders' equity. Revenues and expenses are translated at average exchange
rates for the year. Gains and losses from foreign currency transactions are
included in net income.

   INTEREST RATE CAPS AND SWAPS are used to limit the impact of changing
interest rates on the Company's debt, which is substantially all floating rate
(see Note 5). An interest rate swap is used to fix the interest rate on
$100,000,000 of debt. The net interest effect of the swap transaction is
reported as an adjustment to interest expense as incurred. Interest rate caps
are used to protect a portion of the remaining debt against significant
increases in interest rates. Premiums paid for the interest rate caps are being
amortized to interest expense over the terms of the caps.

   INCOME TAXES are computed using the liability method required by Statement
of Financial Accounting Standards No. 109, "Accounting for Income Taxes". Under
SFAS 109, deferred tax assets and liabilities are determined based on the
differences between financial reporting and tax basis of assets and liabilities
and are measured using the enacted tax rates and law that will be in effect
when the differences are expected to reverse.

   EARNINGS PER COMMON SHARE is based on net income after redeemable preferred
stock dividend requirements and the weighted average number of shares
outstanding during the year, including the average number of dilutive shares
under stock options.

   STATEMENT OF FINANCIAL ACCOUNTING STANDARDS NO. 114, "Accounting by
Creditors for Impairments of a Loan" and Statement of Financial Accounting
Standards No. 118, "Accounting by Creditors for Impairments of a Loan--Income
Recognition and 


                                      51
<PAGE>   19
                                                                  Exhibit 13

Disclosures" were adopted by the Company effective January 1, 1995. Under the
standards, the Company provides for estimated credit losses related to the
mortgage loans where it is probable that all amounts due according to the
contractual terms of the mortgage agreement will not be collected. This
provision for credit losses is based on discounting the expected cash flows
from the loan using the loan's initial effective interest rate, or the fair
value of the collateral for certain collateral dependent loans. The initial
adoption of the standards resulted in recording an allowance for credit losses
of $507,000 ($330,000 after-tax), which has been included in realized
investment gains (losses) in the consolidated statement of income.

   STATEMENT OF FINANCIAL ACCOUNTING STANDARDS NO. 121, "Accounting for the
Impairment of Long-Lived Assets and for Long-Lived Assets to be Disposed Of"
was adopted by the Company effective January 1, 1996. This statement prescribes
accounting standards for the impairment of long-lived assets, certain
identifiable intangibles, and goodwill that are used in the business, as well
as establishing accounting standards for long-lived assets and certain
identifiable intangibles to be disposed of. Under the provisions of the
statement certain of the Company's investment real estate assets were required
to be valued at fair value, rather than net realizable value as previously
required. The adoption of this standard resulted in a $1,800,000 charge which
was reported as a component of realized investment gains and losses.

   STATEMENT OF FINANCIAL ACCOUNTING STANDARDS NO. 123, "Accounting for
Stock-Based Compensation" was adopted by the Company on January 1, 1996. This
statement requires companies to measure the fair value of employee stock
options at the date granted and expense the estimated fair value of grants or,
alternatively, disclose the pro forma impact on net income and earnings per
share of the grants in the notes to the financial statements. The Company has
adopted SFAS 123 by disclosing the pro forma net income and earnings per share
impact. The pro forma amounts are not materially different from the actual
amounts reported (see Note 9).

   RECLASSIFICATIONS have been made in the 1995 and 1994 Consolidated Financial
Statements to conform to the 1996 presentation.

  2.     INVESTMENTS

   Amortized cost and estimated fair values of investments in available for
sale securities at December 31, 1996 and 1995 are as follows:


<TABLE>
<CAPTION>
                                  Gross       Gross
                    Amortized   Unrealized  Unrealized    Fair
1996 (In 000's)        Cost       Gains       Losses     Value
- -----------------------------------------------------------------
<S>                 <C>          <C>        <C>        <C>       
AVAILABLE FOR SALE:
Fixed maturity securities
 US government        
  obligations       $   14,795        255   $     83   $   14,967
 States and
  political
  subdivisions              50          1        ---           51
 Foreign
  Government             7,080        184          3        7,261
 Foreign
  Corporate and
  Other                 98,669      6,452        488      104,633
 Corporate
  securities           697,521     27,665      5,130      720,056

 Mortgage-backed
  securities           647,098     24,924      1,451      670,571
- -----------------------------------------------------------------
 Total               1,465,213     59,481      7,155    1,517,539
Equity securities       61,431     17,074      2,914       75,591
- -----------------------------------------------------------------
Total               $1,526,644   $ 76,555   $ 10,069   $1,593,130
- -----------------------------------------------------------------
</TABLE>



<TABLE>
<CAPTION>
                                       Gross       Gross                     
                         Amortized   Unrealized  Unrealized    Fair          
1995 (In 000's)             Cost       Gains       Losses     Value          
- ----------------------------------------------------------------------       
<S>                      <C>           <C>        <C>       <C>              
AVAILABLE FOR SALE:                                                          
Fixed maturity securities                                               
 US government                                                               
  obligations            $   25,733         993   $    41   $   26,685       
 States and                                                                  
  political                                                                  
  subdivisions                  294          39       ---          333       
 Foreign                                                                     
  Government                 11,719         194       ---       11,913       
 Foreign                                                                     
  Corporate and                                                              
  Other                      82,100       3,552     2,534       83,118       
 Corporate                                                                   
  securities                485,735      41,645     2,774      524,606       
 Mortgage-backed                                                             
  securities                777,743      43,530       889      820,384       
- ----------------------------------------------------------------------       
 Total                    1,383,324      89,953     6,238    1,467,039       
Equity securities            68,637      19,161     5,290       82,508       
- ----------------------------------------------------------------------       
Total                    $1,451,961    $109,114   $11,528   $1,549,547       
- ----------------------------------------------------------------------       
</TABLE>                 





                                      52
<PAGE>   20
                                                                    Exhibit 13

   Realized gains (losses) and the change in unrealized gains (losses) on the
Company's fixed maturities and equity securities are summarized as follows:

<TABLE>
<CAPTION>
                                                     Total Gains
                                         Fixed        Equity       (Losses) on
                                      Maturities     Securities    Investments
- --------------------------------------------------------------------------------
<S>                                    <C>             <C>           <C>        
1996
Realized investment                                 
  gains (losses)                       $   (2,864)     $   10,160    $    7,296

Change in unrealized
  investment gains
  (losses)                                (31,389)            289       (31,100)
- --------------------------------------------------------------------------------
Combined                               $  (34,253)     $   10,449    $  (23,804)
- --------------------------------------------------------------------------------
1995


Realized investment
  gains (losses)                       $   (2,347)     $    8,071    $    5,724
Change in unrealized
  investment gains
  (losses)                                136,197          13,779       149,976
- --------------------------------------------------------------------------------
Combined                               $  133,850      $   21,850    $  155,700
- --------------------------------------------------------------------------------
1994

Realized investment
  gains (losses)                       $  (11,957)     $    2,699    $   (9,258)
Change in unrealized
  investment gains
  (losses)                               (118,937)         (7,494)     (126,431)
- --------------------------------------------------------------------------------
Combined                               $ (130,894)     $   (4,795)   $ (135,689)
- --------------------------------------------------------------------------------
</TABLE>



   The schedule below details consolidated investment income and related
investment expenses for the years ended December 31.

<TABLE>
<CAPTION>
(In 000's)                                1996             1995         1994
- --------------------------------------------------------------------------------
<S>                                    <C>             <C>           <C>       
Interest on
   Bonds                               $  113,016      $  107,825    $   89,518
   Mortgage loans                          19,858          18,247        18,137
   Policy loans                             4,932           4,872         4,946
   Short-term investments                     600             752           869
Dividends on
   Preferred stocks                         6,196           6,624         8,370
   Common stocks                            1,050           1,180         1,361
Investment property rentals                 9,712           9,238         6,255
Net gain on investment
   real estate held for
   development                              6,518           6,947         5,268
Other investment income                     5,643           3,269         7,556
- --------------------------------------------------------------------------------
Total investment income                   167,525         158,954       142,280
Investment expenses                        12,304          10,284         8,601
- --------------------------------------------------------------------------------
Net investment income                  $  155,221      $  148,670    $  133,679
- --------------------------------------------------------------------------------
</TABLE>

   Proceeds from sales of fixed maturities and the related gross realized gains
and losses for the three years ended December 31 are shown below. The amounts
shown below do not include those related to unscheduled redemptions or
prepayments, nor do they reflect any impairments taken during the years
presented.

<TABLE>
<CAPTION>
(In 000's)                                 1996            1995          1994
- --------------------------------------------------------------------------------
<S>                                    <C>             <C>           <C>       
Proceeds from sales                    $  157,425      $  111,260    $  187,597
Gross realized gains                        1,088           1,750           986
Gross realized losses                      (4,832)         (3,910)      (13,437)
</TABLE>


                                      53
<PAGE>   21
                                                                    Exhibit 13

The following investment assets were non-income producing for the twelve months
ended December 31, 1996:

<TABLE>
<CAPTION>
                                               Balance Sheet
(In 000's)                                         Amount
- -------------------------------------------------------------
<S>                                              <C>    
Investment real estate                           $22,725
Other long-term investments                       23,114
Mortgage loans                                       135
Fixed maturities                                    --
- -------------------------------------------------------------
Total                                            $45,974
- -------------------------------------------------------------
</TABLE>

   For the year ended December 31, 1996, the Company incurred realized losses
of $4,343,000 due to impairment of assets included in the year-end investment
portfolio.

   Cumulative provisions for impairments on the total investment portfolio by
asset category at December 31, 1996, are as follows:

<TABLE>
<CAPTION>
                                         Cumulative Provision
(In 000's)                                  for Impairments
- -------------------------------------------------------------
<S>                                              <C>
Mortgage loans                                   $ 1,782
Investment real estate                             5,832
Other long-term investments                       12,136
Fixed maturities                                   1,060
- -------------------------------------------------------------
Total                                            $20,810
- -------------------------------------------------------------
</TABLE>

   The amortized cost and estimated fair value of fixed maturities at December
31, 1996, by contractual maturity, are shown below. Expected maturities will
differ from contractual maturities because borrowers may have the right to call
or prepay obligations with or without call or prepayment penalties.

<TABLE>
<CAPTION>
                                                   Amortized      Fair
(In 000's)                                           Cost         Value
- --------------------------------------------------------------------------
<S>                                              <C>            <C>       
Due in one year or less                          $   22,844     $   23,242
Due after one year through five years               197,630        210,804
Due after five years through ten years              282,927        293,733
Due after ten years                                 314,714        319,189
- --------------------------------------------------------------------------
                                                    818,115        846,968

Mortgage-backed securities primarily
maturing in five to twenty-five years               647,098        670,571
- --------------------------------------------------------------------------
Total                                            $1,465,213     $1,517,539
- --------------------------------------------------------------------------
</TABLE>


3.       REINSURANCE AGREEMENTS

   The Company uses reinsurance as a risk management tool in the normal course
of business and in isolated, strategic assumption transactions to effectively
buy or sell blocks of in force business. The reinsurance contracts do not
relieve the Company from its contract with its policyholders, and it remains
liable should any reinsurer be unable to meet its obligations. At December 31,
1996, $4.1 billion (20%) of the Company's total $20.7 billion gross insurance
in force was ceded to other companies. In the accompanying financial
statements, insurance premiums and policy charges, policyholder benefits and
deferred acquisition costs are reported net of reinsurance ceded with policy
liabilities being reported gross of reinsurance ceded.

   Amounts paid or deemed to be paid for reinsurance contracts are recorded as
reinsurance receivables. The cost of reinsurance related to long-duration
contracts is accounted for over the life of the underlying reinsured policies
using assumptions consistent with those used to account for the underlying
policies.

   In 1991 Liberty Life entered into an agreement with Life Reassurance
Corporation (Life Re) to coinsure the Company's General Agency Division's
universal life policies in force. The initial agreement provided for 80%
coinsurance on policies in force at December 31, 1991, and 50% coinsurance on
policies issued subsequent to such date. Effective July 1, 1995, the amount
coinsured on policies written after December 31, 1991, was increased to 80%.
Under the terms of the agreement, assets supporting the business ceded are
required to be held in escrow. At December 31, 1996, Liberty Life's interest in
the assets held in escrow consisted of investments with an amortized cost of
$58.5 million and a fair value of $59.9 million. Comparable book and fair value
at December 31, 1995 was $56.3 million and $59.7 million, respectively. These
investments had an average rating of AA+. The total face value of insurance
ceded to Life Re at December 31, 1996, was $2.6 billion and the Company has
recorded a receivable related to this transaction from Life Re of $253.3
million as of December 31, 1996. Currently, Life Re has an A.M. Best rating of
A+. During 1996 and 1995, Liberty Life had ceded premiums and policy charges of
$18.6 million and $19.3 million, respectively, under the agreement.

   Effective September 30, 1991, Liberty Life entered into an agreement to
coinsure 50% of its Home Service line of business. Under generally accepted
accounting principles this agreement has been treated as financial reinsurance,
and no reserve reduction had been taken for the business ceded. The reinsurance
contract contains an escrow agreement that requires assets equal to the
reserves reinsured, as determined under statutory accounting principles, be
held in escrow for the benefit of this block of business. At December 31, 1996,
the amortized cost and fair value of the invested assets held in escrow was
$236.3 million and $250.6 million, respectively.

   The insurance subsidiaries also reinsure with other insurance companies
portions of the life insurance they write in order to limit exposure on large
or substandard risks. Due to this broad allocation of reinsurance with several
insurance companies, there exists no significant concentration of credit risk.
The maximum amount of life insurance that Liberty Life will retain on any life
is $300,000, plus an additional $50,000 in the event of accidental death. This
maximum is reduced for higher ages and for special classes of risks. The
maximum amount of life insurance that FamilySide will retain on any life is
$50,000. Insurance in excess of the retention limits is either automatically
ceded under reinsurance agreements or is reinsured on an individually agreed
basis with other insurance companies.




                                      54
<PAGE>   22
                                                                     Exhibit 13

   The effect of reinsurance on premiums and policy charges and benefits was as
follows for the years ending December 31:

<TABLE>
<CAPTION>
(In 000's)                                       1996            1995          1994
- ---------------------------------------------------------------------------------------
<S>                                           <C>            <C>            <C>       
Direct premiums and
   policy charges                             $  356,660     $  364,797     $  344,119
Reinsurance assumed                                1,209          1,314          1,728
Reinsurance ceded                                (36,498)       (34,741)       (30,058)
- ---------------------------------------------------------------------------------------
Net premiums and policy
   charges                                    $  321,371     $  331,370     $  315,789
- ---------------------------------------------------------------------------------------

Gross benefits                                $  243,584     $  249,861     $  242,869
Reinsurance recoveries                           (24,833)       (13,087)       (17,124)
- ---------------------------------------------------------------------------------------
Net benefits                                  $  218,751     $  236,774     $  225,745
- ---------------------------------------------------------------------------------------
</TABLE>


4.       DEFERRED ACQUISITION COSTS, COST 
       OF BUSINESS ACQUIRED AND FUTURE 
       POLICY BENEFITS

   A summary of the changes in deferred acquisition costs is as follows:

<TABLE>
<CAPTION>
(In 000's)                                       1996            1995            1994
- ---------------------------------------------------------------------------------------
<S>                                           <C>            <C>            <C>       
Beginning balance                             $  265,188     $  259,799     $  231,873
Deferred during the year                          51,122         54,522         59,053
Amortized during the year                        (57,812)       (32,594)       (33,313)
Adjustment related to
   unrealized investment
   (gains) losses                                  3,712        (10,327)         2,379
Insurance in force ceded                            --           (6,331)          --
Foreign currency
   translation                                       (28)           119           (193)
- ---------------------------------------------------------------------------------------
Ending balance                                $  262,182     $  265,188     $  259,799
- ---------------------------------------------------------------------------------------
</TABLE>

   Included in amortization for 1996 is $20.1 million of costs determined not
to be recoverable from future premiums on certain lines of business. Actual
experience on these lines of business was significantly less favorable than
what was projected at the time the policies were sold.

   A summary of the changes in costs of business acquired through acquisitions
is as follows:

<TABLE>
<CAPTION>
(In 000's)                                        1996           1995            1994
- ---------------------------------------------------------------------------------------
<S>                                           <C>            <C>            <C>       
Beginning balance                             $   86,925     $   98,056     $   56,762
Additions from
   acquisitions                                     --             --           53,139
Interest accrued                                   5,860          6,621          6,620
Foreign currency
   adjustment                                         (6)            55           (134)
Amortized during the year                        (22,015)       (17,807)       (18,331)
- ---------------------------------------------------------------------------------------
Ending balance                                $   70,764     $   86,925     $   98,056
- ---------------------------------------------------------------------------------------
</TABLE>

   The Company accounts for these costs in a manner consistent with deferred
acquisition costs. The Company's interest rate used to amortize these costs is
7.75% for a majority of the asset. Periodically, the Company performs tests to
determine that the cost of business acquired remains recoverable from future
premiums from the business acquired. During 1996 the Company determined that
actual experience was materially different than what was assumed at the time of
acquisition for certain blocks of acquired business. Accordingly, $6.1 million
of cost of business acquired was determined not to be recoverable based on the
expected present value of the future cash flows from the business. The charge
has been included in amortization expense. There were no similar charges in
either 1995 or 1994.

   Under current assumptions, amortization of cost of business acquired, prior
to consideration of accrued interest implicit in the calculation of the
amortization, for the next five years is expected to be as follows:

<TABLE>
<CAPTION>
(In 000's)                                      Amortization
- -------------------------------------------------------------
<S>                                               <C>    
1997                                              $13,803
1998                                               11,551
1999                                               10,230
2000                                                9,044
2001                                                7,929
</TABLE>

   The liabilities for traditional life insurance and accident and health
insurance policy benefits and expenses are computed using a net level premium
method, including assumptions based on the Company's experience, modified as
necessary to reflect anticipated trends and to include provisions for possible
unfavorable deviations. Reserve interest assumptions are graded and range from
3.5% to 9.5%. Such liabilities are, for some plans, graded to equal statutory
values or cash values at or prior to maturity. The weighted average assumed
investment yield for all traditional life and accident and health policy
reserves was 6.6% for both 1996 and 1995, and 6.8% for 1994. Benefit reserves
for traditional life insurance policies include certain deferred profits on
limited-payment policies that are being recognized in income over the policy
term. Policy benefit claims are charged to expense in the period that the
claims are incurred.

   Benefit reserves for universal life insurance and investment products are
computed under a retrospective deposit method and represent policy account
balances before applicable surrender charges. Policy benefits and claims that
are charged to expense include benefit claims incurred in the period in excess
of related policy account balances. Interest crediting rates for universal life
and investment products range from 4.0% to 6.75% in 1996, 5.5% to 6.8% in 1995,
and 5.5% to 7.0% in 1994.

Participating business accounts for approximately 1% of the Company's life
insurance in force and premium income. The dividend to be paid is determined
annually by the Board of Directors.



                                      55
<PAGE>   23
                                                                     Exhibit 13

5.       DEBT

   The debt obligations at December 31 are as follows:

<TABLE>
<CAPTION>
                                              Interest
(In 000's)                                        Rate          1996          1995
- ---------------------------------------------------------------------------------------
<S>                                              <C>         <C>            <C>
Borrowings under
  revolving credit
  agreement and lines
  of credit                                          6.0%    $  140,000     $  136,500
Long-term debt                                       6.3%       100,000        100,000
Other notes due to banks                            --             --              158
Mortgage loans on                                7.5% to           --             --
  investment property                                8.0%         3,703          5,469
Other                                            Various          4,158         16,317
- ---------------------------------------------------------------------------------------
Total                                                        $  247,861     $  258,444
- ---------------------------------------------------------------------------------------
</TABLE>

   The mortgage loans are secured by property with a net carrying value of
$15.2 million at December 31, 1996.

   Maturities of the debt obligations at December 31, 1996, are as follows:

<TABLE>
<CAPTION>
     Maturities                                      Amount
     --------------------------------------------------------
     <S>                                              <C>    
     1997                                             $24,940
     1998                                              21,935
     1999                                             153,724
     2000                                              20,945
     2001                                              20,681
     Thereafter                                         5,636
     --------------------------------------------------------
     Total                                           $247,861
     --------------------------------------------------------
</TABLE>

   On March 21, 1995, the Company refinanced its then-existing $325,000,000
revolving credit facility into a new $375,000,000, multi-tranche credit
facility. The current facility consists of a $225,000,000 three-year revolving
credit facility; a $100,000,000 seven-year term loan facility; and a
$50,000,000 facility substantially identical to the revolving facility, which
is convertible into terms substantially identical to the term facility within
two years of the closing date of this loan. The revolving portion of the
facility will mature in March 1999, while the term portion shall be repaid in
twenty quarterly installments of $5,000,000 commencing June 1997, and ending in
March 2002.

   The Company's borrowings against the revolving credit facility were
$133,000,000 and against the term facility were $100,000,000 at December 31,
1996. During 1996, the maximum amount outstanding on the revolving facility
amounted to approximately $158,000,000, with an average balance outstanding of
approximately $142,250,000 and an average weighted interest rate of 5.71%. In
addition to the revolving facility, the Company also uses several lines of
credit totaling $35,000,000 as of December 31, 1996, to manage day-to-day cash
flow. The amount borrowed against the lines of credit at December 31, 1996 was
$7,000,000. The average balance outstanding on the lines of credit was
approximately $4,700,000 during 1996, with a maximum borrowing of $16,000,000
and an average weighted interest rate of 6.07%.

   The Company has the option to solicit money market interest quotes from the
bank group for borrowings under the revolving credit facility. The revolving
credit agreement also provides for borrowing at interest rates based on a
formula that incorporates the use of the London Interbank Offered Rate
("LIBOR") plus an interest rate margin. The interest rate for the term loan is
based upon LIBOR, plus an interest rate margin. A facility fee is charged on
the facility based on $275,000,000 of the total commitment. The facility fee
and the interest rate margin for the revolving credit facility and the term
loan are all based upon the ratio of consolidated debt to cash flow, as defined
in the credit agreement.

   The credit agreement contains various restrictive covenants typical of a
credit facility of this size and nature. These restrictions primarily pertain
to levels of indebtedness, limitations on payment of dividends, limitations on
the quality and types of investments, and capital expenditures. Additionally,
the Company must also comply with several financial covenant restrictions under
the revolving credit agreement, including defined ratios of consolidated debt
to cash flow, consolidated debt to consolidated total capital, and fixed
charges coverage. As of December 31, 1996, the Company was in compliance with
all covenants under its debt agreement.

   The Company has entered into interest rate swap and cap agreements as a
means of managing its interest rate exposure on its floating rate debt. The
interest rate swap effectively fixes the interest rate on the $100,000,000
seven-year term loan facility at 5.965% plus the interest rate margin and will
expire in March, 2002. The agreement is a contract to exchange fixed and
floating interest rate payments periodically over the life of the agreement
without the exchange of the underlying notional amounts. The Company will pay
the counterparty interest at 5.965%, and the counterparty will pay the Company
interest at a variable rate based on the 3-month LIBOR rate. The notional
principal amount under the agreement will amortize proportionately to the
paydown of the $100,000,000 term loan as described above. The interest
differential to be paid or received on interest rate swaps is accrued and
included in interest expense for financial reporting purposes. The agreement is
with a major financial institution and the Company's credit exposure is limited
to the value of the interest-rate swap that has, or may become favorable to the
Company.

   The Company has entered into interest rate caps in an attempt to minimize
the impact of a potential significant rise in short-term interest rates on the
Company's outstanding floating rate debt. As of December 31, 1996, the Company
had a $50,000,000 notional amount cap with a strike rate of 9%, which will be
permanently eliminated if rates exceed 11%, based on the 3-month LIBOR rate and
expiring in December 1997. This cap protects $50,000,000 of the Company's
variable rate debt from a potential significant rise in short-term interest
rates. The Company was required to pay an up-front fee related to this
instrument at inception of the contract, which is being amortized straight-line
over the term of each contract.

   Interest paid, net of amounts capitalized, amounted to approximately
$18,102,000, $14,021,000, and $12,957,000 in 1996, 1995, and 1994,
respectively. Interest capitalized amounted to $2,367,000, $2,303,000, and
$2,030,000, in 1996, 1995, and 1994, respectively.





                                      56
<PAGE>   24
                                                                   Exhibit 13

   6.    REDEEMABLE PREFERRED STOCK

   On February 24, 1994, the Company issued 598,656 shares of Series 1994-B
Voting Cumulative Preferred Stock having a total redemption value of
$22,449,000, or $37.50 per share, in connection with the acquisition of
American Funeral Assurance Company. Additionally, on April 1, 1994, the Company
issued 668,207 shares of Series 1994-A Voting Cumulative Preferred Stock having
a total redemption value of $23,387,000, or $35.00 per share, in connection
with the acquisition of State National Capital Corporation. The shares have
preference in liquidation, and each share is entitled to one vote on any
matters submitted to a vote of the shareholders of the Company. In accordance
with the financial reporting requirements of the Securities and Exchange
Commission, the preferred stock has been classified outside of permanent equity
as Redeemable Preferred Stock.

   Both the Company and the holders of the preferred stock have the right to
redeem any or all of the shares from time to time beginning five years and one
month after the date of issue in exchange for cash or shares of the Company's
common stock. The Company will determine the form of all redemptions, which
will consist of cash, common stock, or a combination of both. Generally, the
amount of consideration on the 1994-A Series will be equivalent to $35.00 per
share plus the amount of any accumulated and unpaid dividends; and for the
1994-B Series will be equivalent to $37.50 per share plus the amount of any
accumulated and unpaid dividends. In addition, each share of the 1994-A Series
and 1994-B Series is convertible, at the option of the shareholder, at any time
into one share of the Company's common stock (plus a corresponding attached
right to acquire a share of the Company's Series A Participating Cumulative
Preferred Stock). There is no sinking fund for the redemption of either series
of preferred stock.

   Dividends shall be paid on the 1994-A Series at the rate of 6% per annum and
on the 1994-B Series at the rate of 5.6% per annum. Dividends accrue daily, are
cumulative, and are payable quarterly. Both the 1994-A Series and the 1994-B
Series are on a parity in rank with all other series of preferred stock of the
Company whether or not such series exist now or are created in the future, with
respect to payment of all dividends and distributions, unless a series of
preferred stock expressly provides that it is junior or senior to the 1994-A
and 1994-B Series. No dividends or distributions on the Company's common stock
shall be declared or paid until all accumulated and unpaid dividends on the
1994-A Series and 1994-B Series have been declared and set aside for payment.

   7.    COMMITMENTS AND CONTINGENCIES

   In January 1996, a lawsuit was filed against the Company alleging breach of
contract in connection with an agreement to develop a state-of-art software
system to administer the Company's insurance operations. The suit was filed by
the software developer. Management of the Company, after consultation with
legal counsel, believes that the lawsuit filed against the Company is without
merit and intends to contest the suit vigorously. The Company believes the suit
filed against it was in response to a suit filed by the Company in connection
with failure of the software developer to deliver the system. The suit against
the software developer seeks to recover amounts paid to the software developer,
and other costs incurred by the Company, in the attempt to develop the system.
The Company believes it will be successful in its lawsuit against the software
developer; however, no estimated recovery is included in the accompanying
financial statements.

   In December 1995, a lawsuit was filed against the Company alleging breach of
contract. The lawsuit relates to a transaction in which the Company was
unsuccessful in acquiring certain entities partially owned by the plaintiff.
Management, after consultation with legal counsel, believes the lawsuit is
without merit and intends to contest the suit vigorously.

   The Company and its subsidiaries are also defendants in various lawsuits
arising primarily from claims made under insurance policies. Where applicable,
these lawsuits are considered in establishing the Company's policy liabilities.
It is the opinion of management and legal counsel that the settlement of these
actions will not have a material effect on the financial position or results of
operations of the Company.

   The Company has lease agreements, primarily for branch offices, data
processing and telephone equipment, which expire on various dates through 2004,
none of which are material capital leases. Most of these agreements have
optional renewal provisions covering additional periods of one to ten years.
All leases were made in the ordinary course of business and contain no
significant restrictions or obligations. Future commitments under operating
leases are not material. Annual rental expense amounted to approximately
$5,601,000, $5,825,000, and $5,497,000 in 1996, 1995, and 1994, respectively.

   Most states have laws requiring solvent life insurance companies to pay
guaranty fund assessments to protect the interests of policyholders of
insolvent life insurance companies. Due to the recent increase in the number of
companies that are under regulatory supervision, there is expected to be an
increase in assessments by state guaranty funds. Under present law, most
assessments can be recovered through a credit against future premium taxes. The
Company has reviewed its exposure to potential assessments, and the effect on
its financial position and results of operations is not expected to be
material.

   At December 31, 1996, the Company had commitments for additional investments
and other items totaling $60,997,000.


                                      57
<PAGE>   25
                                                                    Exhibit 13


   8.    SHAREHOLDERS' EQUITY

   On February 28, 1995, the Company issued 599,985 shares of Series 1995-A
Voting Cumulative Convertible Preferred Stock having a total redemption value
of $20,999,475 or $35.00 per share in connection with the acquisition of
WLOX-TV. The shares have preference in liquidation, and each share is entitled
to one vote on any matters submitted to a vote of the shareholders of the
Company. Each share of preferred stock is convertible at the option of the
holder into one share of common stock. The Company has the right to redeem any
or all of the shares from time to time at any time beginning five years and one
month after the date of issue in exchange for cash, common stock, or a
combination of both. Generally, the amount of consideration on the 1995-A
Series will be equivalent to $35.00 per share plus the amount of any
accumulated and unpaid dividends. There is no sinking fund for the redemption
of the preferred stock.

   Dividends shall be paid on the preferred stock at the rate of 5% per annum.
Dividends accrue daily, are cumulative, and are payable quarterly. The 1995-A
Series preferred stock is on a parity in rank with all other series of
preferred stock of the Company whether or not such series exist now or are
created in the future, with respect to payment of all dividends and
distributions, unless a series of preferred stock expressly provides that it is
junior or senior to the 1995-A Series. No dividends or distributions on the
Company's common stock shall be declared or paid until all accumulated and
unpaid dividends on the 1995-A Series have been declared and set aside for
payment.

   The Company has adopted a Shareholder Rights Plan and declared a dividend of
one preferred stock purchase right for each outstanding share of common stock.
Upon becoming exercisable, each right entitles the holder to purchase for a
price of $150.00 one one-hundredth of a share of Series A Participating
Cumulative Preferred Stock. All of the rights may be redeemed by the Company at
a price of $.01 per right until ten business days (or such later date as the
Board of Directors determines) after the public announcement that a person or
group has acquired beneficial ownership of 20 percent or more of the
outstanding common shares ("Acquiring Person"). Upon existence of an Acquiring
Person, the Company may redeem the rights only with the concurrence of a
majority of the directors not affiliated with the Acquiring Person. The rights,
which do not have voting power and are not entitled to dividends, expire on
August 7, 2000. The rights are not exercisable until ten business days after
the public announcement that a person either (i) has become an Acquiring
Person, or (ii) has commenced, or announced an intention, to make a tender
offer or exchange offer if, upon consummation, such person or group would
become an Acquiring Person. If, after the rights become exercisable, the
Company becomes involved in a merger or certain other major corporate
transactions, each right will entitle its holder, other than the Acquiring
Person, to receive common shares with a deemed market value of twice such
exercise price. There are 10,000,000 shares of preferred stock, no par value
per share authorized for issuance. At December 31, 1996, there were 1,860,526
shares of preferred stock outstanding (See Note 6 for discussion of Redeemable
Preferred Stock), and 140,000 shares of preferred stock were reserved for
issuance in connection with the Shareholder Rights Plan.

   Shareholders' equity as determined under generally accepted accounting
principles of the Company's insurance operations was $669,411,000 and
$672,694,000 at December 31, 1996 and 1995, respectively. The comparable
amounts as determined under statutory accounting practices were $183,506,000
and $166,469,000 at December 31, 1996 and 1995, respectively. The amount that
retained earnings exceed statutory unassigned surplus ($443,186,000) is
restricted and, therefore, not available for dividends. Without regulatory
approval, dividends are generally limited to prior year statutory gain from
operations.

   The components of the balance sheet caption unrealized appreciation
(depreciation) on fixed maturity securities available for sale and equity
securities in shareholders' equity as of December 31 are as follows:

<TABLE>
<CAPTION>
(In 000's)                                          1996            1995
- ---------------------------------------------------------------------------
<S>                                              <C>            <C>       
Carrying value of securities                     $1,593,130     $1,549,547
Amortized cost of securities                      1,526,644      1,451,961
- ---------------------------------------------------------------------------
Net unrealized appreciation
  (depreciation)                                     66,486         97,586
Adjustment to deferred acquisition
  costs                                              (4,236)        (7,948)
Deferred income taxes                               (22,524)       (31,652)
- ---------------------------------------------------------------------------
  Total                                          $   39,726     $   57,986
- ---------------------------------------------------------------------------
</TABLE>


9.       STOCK OWNERSHIP AND STOCK OPTION PLANS

   The Company has a Performance Incentive Compensation Program (the "Program")
which provides that the Compensation Committee of the Board of Directors may
grant: (a) incentive stock options within the meaning of Section 422 of the
Internal Revenue Code; (b) non-qualified stock options; (c) performance units;
(d) awards of restricted shares of the Company's common stock; or (e) all or
any combination of the foregoing to officers and key employees. Only common
stock, not to exceed 2,800,000 shares, may be delivered under the Program; and
shares so delivered will be made available from the authorized but unissued
shares or from shares reacquired by the Company, including shares purchased in
the open market. The aggregate number of shares that may be acquired by any
participant in the Program shall not exceed 20% of the shares subject to the
Program. As of December 31, 1996, sixty-three officers and employees were
participants in the Program.

   Restricted shares awarded to participants under the Program vest in equal
annual installments, generally over the five-year period commencing on the date
the shares are awarded. Non-vested shares may not be assigned, transferred,
pledged or otherwise encumbered or disposed of. During the applicable
restriction period, the Company retains possession of the certificates for the
restricted shares with executed stock powers attached. Participants are
entitled to dividends and voting rights with respect to the restricted shares.

   Stock options under the Program are issued at 100% of the market price on
the date of grant, are vested over such period of time, which may not be less
than one year, as may be established by the Compensation Committee, and expire
ten years after the grant. Of the incentive stock options outstanding, 25,500
were exercisable at December 31, 1996; 51,165 were exercisable at December 31,
1995; and 81,465 were exercisable at December 31, 1994. Of the non-qualified
options outstanding, 323,900 were exercisable at December 



                                      58
<PAGE>   26
                                                                     Exhibit 13


31, 1996; 290,480 were exercisable at December 31, 1995; and 268,500 were
exercisable at December 31, 1994. The options expire on various dates beginning
February 12, 1997, and ending December 18, 2006.

   The Company has adopted Statement of Financial Accounting Standards No. 123,
"Accounting for Stock-Based Compensation" ("SFAS 123"). In accordance with the
provisions of SFAS 123, the Company has elected to follow Accounting Principles
Board Opinion No. 25, "Accounting for Stock Issued to Employees" ("APB 25") and
related interpretations in accounting for its plans and does not recognize
compensation expense for its stock-based compensation plans other than for
awards of restricted shares. Expense is recognized over the vesting period of
the restricted shares, and totaled $2,143,000, $1,714,000, and $1,484,000 for
the years ended December 31, 1996, 1995 and 1994, respectively. Under APB 25,
because the exercise price of the Company's employee stock options equals the
market price of the underlying stock on the date of the grant, no compensation
expense is recognized. Pro forma information regarding net income and earnings
per share is required by SFAS 123, and has been determined as if the Company
had accounted for its employee stock options under the fair value method of
that statement. The fair value for these options was estimated at the date of
grant using a Black-Scholes option pricing model with the following weighted
average assumptions for 1996 and 1995, respectively: risk free interest rates
of 6.2% and 6.6%; dividend yields of 2%; volatility factors of the expected
market price of the Company's common stock of .16 for both periods; and a
weighted average expected life of 7 years for both periods. The weighted
average fair value of options granted for the two years ending December 31,
1996 and 1995, respectively was $8.39 and $6.73.

   The Black-Scholes option valuation model was developed for use in estimating
the fair value of traded options which have no vesting restrictions and are
fully transferable. In addition, option valuation models require the input of
highly subjective assumptions including the expected stock price volatility.
Because the Company's employee stock options have characteristics significantly
different from those of traded options, and because changes in the subjective
input assumptions can materially affect the fair value estimate, in
management's opinion, the existing models do not necessarily provide a reliable
single measure of the fair value of its employee stock options.

   For purposes of pro forma disclosures the estimated fair value of the
options is amortized to expense over the options' vesting period. The Company's
pro forma information is as follows:

<TABLE>
<CAPTION>
IN $000'S, EXCEPT PER SHARE AMOUNTS                 1996          1995
- --------------------------------------------------------------------------
<S>                                              <C>            <C>       
Net Income:
   As Reported                                   $   37,340     $   59,353
   Pro forma                                     $   37,225     $   59,326

Primary Earnings per Share:
   As Reported                                   $     1.66     $     2.76
   Pro forma                                     $     1.65     $     2.75

Fully diluted Earnings per Share:
   As Reported                                   $     1.68     $     2.72
   Pro forma                                     $     1.68     $     2.71
</TABLE>

   Because SFAS 123 is applicable only to options granted subsequent to
December 31, 1994, its pro forma effect will not be fully reflected until 1999.




                                      59
<PAGE>   27
                                                                     Exhibit 13




   The following schedule summarizes activity in the Program during the three
years ending December 31, 1996.



<TABLE>
<CAPTION>
                                  Restricted Shares           Incentive Stock Options          Non-Qualified Stock Options
- --------------------------------------------------------------------------------------------------------------------------
                                Number of      Market Price     Number of         Average       Number of      Average
                                 Shares        at Date Given     Options      Exercise Price    Options     Exercise Price
- --------------------------------------------------------------------------------------------------------------------------
<S>                              <C>               <C>            <C>        <C>                 <C>          <C>        
Outstanding 1/1/94               258,683                         116,240     $     18.02         446,100      $     23.59
Awarded                          108,835           25.78            --                           104,500            25.76
Vested                           (85,643)          26.90                                                                 
Exercised                           --                           (34,775)          17.35          (4,000)           25.63
Forfeited                        (19,241)          24.82            --                            (6,000)           25.63
- -------------------------------------------------------------------------------------------------------------------------
Outstanding 12/31/94             262,634                          81,465     $     18.31         540,600      $     23.97
Awarded                          108,915           26.35            --                            56,500            26.80
Vested                           (80,679)          24.98                                                                 
Exercised                                                        (30,300)          17.98         (37,900)           21.20
Forfeited                        (15,826)          26.84            --                           (46,000)           23.37
- -------------------------------------------------------------------------------------------------------------------------
Outstanding 12/31/95             275,044                          51,165     $     18.50         513,200      $     24.54
Awarded                          109,375           32.09            --                           129,945            32.97
Vested                           (83,564)          25.51                                                                 
Exercised                                                        (25,665)          18.50        (37,800)            21.81
Forfeited                         (9,600)          25.86            --                           (9,100)            23.20
- -------------------------------------------------------------------------------------------------------------------------
Outstanding 12/31/96             291,255                          25,500     $     18.50         596,245      $     26.52
- -------------------------------------------------------------------------------------------------------------------------
</TABLE>



   The following table summarizes information concerning currently outstanding
and exercisable stock options:



<TABLE>
<CAPTION>
                                             WEIGHTED 
                                             AVERAGE               WEIGHTED                                   WEIGHTED
     RANGE OF              NUMBER            REMAINING          AVERAGE EXERCISE                          AVERAGE EXCERCISE
 EXERCISE PRICES         OUTSTANDING       CONTRACTUAL LIFE         PRICE            NUMBER EXERCISABLE       PRICE
- ------------------------------------------------------------------------------------------------------------------------  
 <S>                     <C>                    <C>                <C>                  <C>                   <C>         
 $16-$19.50               76,300                1.2 years          $   18.54             76,300               $    18.54  
 $20-$24.31              124,000                3.8                    22.37            124,000                    22.37  
 $25-$38.13              421,445                7.6                    28.70            148,300                    26.78  
- ------------------------------------------------------------------------------------------------------------------------  
                         621,745                6.1                $   26.19            348,600               $    23.41  
- ------------------------------------------------------------------------------------------------------------------------  
</TABLE>                                                                

   At December 31, 1996, there were 184,160 shares of the Company's stock
reserved for future grants under the Program.




                                      60
<PAGE>   28
                                                                    Exhibit 13

10.      EMPLOYEE BENEFITS

   The Company has several postretirement plans that provide medical and life
insurance benefits for qualified retired employees. The postretirement medical
plans are generally contributory with retiree contributions adjusted annually
to limit employer contributions to predetermined amounts. The postretirement
life plans provide free insurance coverage up to a maximum of $5,000 for
retirees prior to January 1, 1993, of the Company with the exception of Cosmos,
whose retirees are insured with an outside company.


   Net periodic postretirement benefit cost was $1,494,000, $1,506,000, and
$1,516,000 for the years ended December 31, 1996, 1995, and 1994, respectively,
and included the following components:

<TABLE>
<CAPTION>
(In $000,s)              1996              1995                1994
- --------------------------------------------------------------------------
                  Medical    Life    Medical     Life     Medical   Life
- --------------------------------------------------------------------------
<S>               <C>        <C>      <C>        <C>      <C>        <C> 
Service
cost              $  162     $---     $  140     $---     $  139     $---
Interest
cost               1,042      290      1,082      284      1,067      282
Amortiza
- -tion
of
unrecognized
net loss            --        --        --        --          22        6
- --------------------------------------------------------------------------
Net
periodic  
postretirement
benefit
cost              $1,204     $290     $1,222     $284     $1,228     $288
- --------------------------------------------------------------------------
</TABLE>



The following schedule reconciles the status of the Company's plans with the
unfunded postretirement benefit obligation included in its balance sheets at
December 31:

<TABLE>
<CAPTION>
                            1996               1995
- ----------------------------------------------------------------
(In $000's)           Medical    Life    Medical    Life
- ----------------------------------------------------------------
<S>                 <C>         <C>         <C>         <C>    
Retirees            $11,374     $ 4,121     $12,632     $ 3,996
Fully eligible
   active plan
   participants         802        --           834        --
Other active plan
   participants         936        --         1,119        --
- ----------------------------------------------------------------
Accumulated
   postretirement
   benefit
   obligation        13,112       4,121      14,585       3,996
Unrecognized net
   gain (loss)        1,657        (347)        183        (265)
- ----------------------------------------------------------------
Accrued
   postretirement
   benefit
   obligation       $14,769     $ 3,774     $14,768     $ 3,731
- ----------------------------------------------------------------
</TABLE>


   At December 31, 1996, the weighted-average annual assumed rate of increase
in the per capita cost of covered medical benefits is 9.0% for 1997, and is
assumed to decrease by 0.5% per year to 8% in 1999, then decrease 1% per year
to 5.5% in 2002 and thereafter. At December 31, 1995, the health care cost
trend rate assumption was 9.5% and the rate graded down by 0.5% per year to 8%
in 1999, then decreased 1% per year to 5.5% in 2002 and thereafter. A 1%
increase in the per capita cost of health care benefits results in a $694,000
increase in the accrued postretirement benefit obligation and a $51,000
increase in postretirement benefit expense. The assumed weighted average
discount rate used in determining the accrued postretirement medical and life
benefit obligation was 7.5% at both December 31, 1996 and 1995.

   The Company has profit sharing plans for substantially all of its employees.
Contributions to these plans are made at the discretion of the Board of
Directors and are paid into a trust that is administered by a separate trustee.
Contributions for these plans were $4,959,000, $5,067,000, and $4,840,000, in
1996, 1995 and 1994, respectively.

   The Company has a voluntary thrift and investment plan, qualified under
Section 401(k) of the Internal Revenue Code, for substantially all of its
employees. The Company makes a matching contribution to the plan of up to 3% of
the employee's compensation. The Company's matching contribution percentage may
be changed at the discretion of each participating subsidiary's Board of
Directors. The Company's contributions for this plan were $2,218,000,
$2,102,000, and $2,148,000 in 1996, 1995, and 1994, respectively.



<PAGE>   29
                                                                     Exhibit 13

11.      PROVISION FOR INCOME TAXES

   The provision for income taxes consists of the following:


<TABLE>
<CAPTION>
(In 000's)                                       1996           1995            1994
- --------------------------------------------------------------------------------------
<S>                                           <C>            <C>            <C>       
Current:
   Federal                                    $   25,717     $   21,761     $   12,625
   State and local                                 2,347          1,456          1,546
- --------------------------------------------------------------------------------------
Total current                                     28,064         23,217         14,171
Deferred:
   Federal                                        (8,460)         6,226         (1,361)
   State and local                                  (445)            (1)          (120)
- --------------------------------------------------------------------------------------
Total deferred                                    (8,905)         6,225         (1,481)
- --------------------------------------------------------------------------------------
Total tax provision                           $   19,159     $   29,442     $   12,690
- --------------------------------------------------------------------------------------
</TABLE>


   Deferred income taxes reflect the tax effects of temporary differences
between the carrying amounts of assets and liabilities for financial reporting
purposes and the amounts used for income tax purposes. Significant components
of the Company's deferred tax liabilities and assets as of December 31, 1996
and 1995, are as follows:

<TABLE>
<CAPTION>
 (In 000's)                                         1996           1995
- ---------------------------------------------------------------------------
<S>                                              <C>            <C>       
Insurance operations deferred tax 
liabilities:
   Deferred acquisition costs                    $   86,469     $   98,190
   Policy liabilities                                22,177         22,205
   Market discount on investments                    11,869         10,477
   Tax over book partnership
     losses                                           1,249          2,909
   Unrealized investment gains
     recognized in equity                            22,524         31,652
Non-insurance companies deferred
tax liabilities:
   Book over tax basis in acquired
     television station                              19,973         21,836
   Tax over book depreciation                         7,024          6,697
   Tax over book amortization                         4,086          4,594
- ---------------------------------------------------------------------------
Total deferred tax liabilities                      175,371        198,560
- ---------------------------------------------------------------------------
Insurance operations deferred tax
assets:
   Taxable income from financial
   reinsurance not included in
   income per books                                    --            1,680
   Employee benefit accruals                          6,128          6,881
   Other                                                597          4,093
Non-insurance companies deferred
tax assets:
   Net operating loss carryover                         358          1,918
   Book over tax partnership losses                   2,838          1,237
   Other                                              2,311            668
- ---------------------------------------------------------------------------
Total deferred tax assets                            12,232         16,477
- ---------------------------------------------------------------------------

Net deferred tax liability                       $  163,139     $  182,083
- ---------------------------------------------------------------------------
</TABLE>


At December 31, 1996 and 1995, the Company had unrealized gains from securities
classified as available for sale and equity securities of $66,486,000 and
$97,586,000, respectively, for which a deferred tax liability has been
established.

The reconciliation of income tax computed at the U.S. federal statutory tax
rates to income tax expense is:

<TABLE>
<CAPTION>
(In 000's)                                               1996           1995           1994
- -----------------------------------------------------------------------------------------------
<S>                                                  <C>            <C>            <C>        
Federal income tax rate                                       35%            35%            35%
Rate applied to pre-tax
   income before the
   cumulative effect of
   accounting changes                                $    19,775    $    31,078    $    13,604
Tax exempt interest and
   dividends                                              (1,166)        (1,384)        (1,765)
State and local income
   taxes                                                   1,233            948            928
Other                                                       (683)        (1,200)           (77)
- ----------------------------------------------------------------------------------------------
Provision for income 
   taxes                                             $    19,159    $    29,442    $    12,690
- ----------------------------------------------------------------------------------------------
</TABLE>


The Company has net operating loss carryforwards of $1,023,000 and $5,481,000
at December 31, 1996 and 1995, which will expire between the years 2006 and
2009. The utilization of these carryforwards are subject to special rules which
provide that these loss carryforwards can only be utilized through earnings
from the non-life insurance companies.

Income taxes paid were approximately $30,047,000, $21,199,000, and $21,911,000
in 1996, 1995, and 1994, respectively.

Under prior tax law, a portion of the life insurance subsidiaries' earnings was
not taxed when earned. Such accumulated income ("policyholders' surplus")
amounts to approximately $65,293,000 at December 31, 1983 and, under the Tax
Reform Act of 1984, was frozen at that amount. That amount is not taxable
unless it is distributed to the Company or unless it exceeds certain
limitations under the Internal Revenue Code. The Company does not intend to
take actions nor does it expect any events to occur that would cause tax to be
payable on policyholders' surplus; therefore, no income tax provision on that
amount has been made in the accompanying financial statements. However, if such
taxes were assessed, the amount of the taxes payable would be approximately
$22,853,000.




                                      62
<PAGE>   30
F

12.       QUARTERLY RESULTS OF OPERATIONS (UNAUDITED)

   Quarterly results of operations for each of the years ended December 31,
1996 and 1995, are as follows:

<TABLE>
<CAPTION>
                                                                        Quarter Ended
- --------------------------------------------------------------------------------------------------------
1996 (In 000's except per share amounts)                March 31       June 30     Sept. 30     Dec. 31
- --------------------------------------------------------------------------------------------------------
<S>                                                      <C>          <C>         <C>          <C>     
- --------------------------------------------------------------------------------------------------------
Revenues                                                 $146,708     $152,352    $156,469     $163,568
- --------------------------------------------------------------------------------------------------------
Income (loss) before income taxes                        $ 20,660     $ 24,465    $(16,231)    $ 27,605
- --------------------------------------------------------------------------------------------------------
Net income (loss)                                        $ 14,055     $ 16,300    $(10,820)    $ 17,805
- --------------------------------------------------------------------------------------------------------
Earnings (loss) per common share                         $   0.64     $   0.75    $  (0.55)    $   0.82
- --------------------------------------------------------------------------------------------------------


<CAPTION>
                                                                        Quarter Ended
- --------------------------------------------------------------------------------------------------------
1995 (In 000's except per share amounts)                March 31       June 30     Sept. 30     Dec. 31
- --------------------------------------------------------------------------------------------------------
<S>                                                      <C>          <C>         <C>          <C>     
- --------------------------------------------------------------------------------------------------------
Revenues                                                 $143,485     $155,126    $153,233     $153,837
- --------------------------------------------------------------------------------------------------------
Income before income taxes                               $ 16,080     $ 22,846    $ 23,622     $ 26,247
- --------------------------------------------------------------------------------------------------------
Net income                                               $ 10,538     $ 15,405    $ 15,218     $ 18,192
- --------------------------------------------------------------------------------------------------------
Earnings per common share                                $   0.49     $   0.72    $   0.70     $   0.84
- --------------------------------------------------------------------------------------------------------
</TABLE>

   During the third quarter of 1996, and concurrent with a realignment of the
Company's management structure, the Company completed a detailed study of its
insurance product lines, including products currently being marketed as well as
those previously sold by the Company's subsidiaries (including recently
acquired companies). This study identified several specific products, marketing
programs, underwriting and service methods that were inconsistent with the
Company's current strategies and profit objectives. Based on this analysis, the
Company took a $26.9 million after-tax charge, which principally represented
the write-off of deferred acquisition costs where recovery was no longer
assured due to actual experience on these products being worse than originally
assumed. In addition to the product-related charges, the Company wrote-off
previously deferred costs associated with acquiring and modifying an
administrative system for the Company's pre-need business. With the realignment
previously mentioned, a decision was made to move to a new administrative
platform for pre-need. All of the charges represented non-cash items, and had
no material impact on the insurance companies' statutory financial condition.


13.      STATUTORY RESULTS OF OPERATIONS

   Statutory net income of the Insurance Group for each of the years ended
December 31, 1996, 1995, and 1994 was $42.8 million, $32.4 million, and $16.4
million, respectively. The results of the insurance companies acquired (See
Note 14) are included in the above amounts from the date of acquisition.

14.      ACQUISITIONS

In February 1995, the Company completed the acquisition of WLOX television
located in Biloxi, Mississippi. WLOX-TV is affiliated with the ABC television
network. This acquisition was accounted for as a purchase, and the results of
operations of WLOX have been included in the accompanying consolidated
financial statements since the date of acquisition. The purchase price of $40.1
million was funded through a combination of proceeds from the Company's credit
facility totaling $5.6 million, a new class of convertible preferred stock
totaling $21.0 million (See Note 8), and notes payable totaling $13.5 million.

   In February 1994, the Company completed the acquisition of North American
and American Funeral, two pre-need companies which significantly expanded the
Company's pre-need life insurance business.

   North American was a holding company whose principal subsidiaries,
Pan-Western Life Insurance Company, Howard Life Insurance Company and Brookings
International Life Insurance Company, were providers of pre-need life
insurance. The acquisition added strategic midwest markets to Liberty's
pre-need territory. The $51.9 million purchase price was funded with proceeds
from the Company's credit facility. North American was relocated to Greenville,
South Carolina, in May 1994. Effective September 26, 1995, Brookings was merged
into Pan-Western. On September 27, 1995, Pan-Western was merged into Pierce
National Life Insurance Company.

   American Funeral, previously headquartered in Amory, Mississippi, was one of
the largest providers of pre-need insurance. The $28.1 million purchase price
was funded through a combination of proceeds from the Company's credit facility
and a new class of redeemable preferred stock (see Note 6) issued at the time
of closing. Effective November 1, 1995, 


                                      63
<PAGE>   31
                                                                    Exhibit 13
                                                        
American Funeral was relocated to Greenville, South Carolina and merged into
Pierce National Life Insurance Company.

   In addition to the pre-need insurance acquisitions, the Company completed
the purchase of State National headquartered in Baton Rouge, Louisiana in April
1994. State National was the parent company of State National Life Insurance
Company, a home service company, and several other small subsidiaries. The
$27.5 million purchase price was funded through a combination of proceeds from
the Company's credit facility, a new class of redeemable preferred stock issued
at closing (see Note 6), and the issuance of 113,611 shares of common stock.
State National was relocated to Greenville, South Carolina, in August 1994 and
merged into Liberty Life.

   In May 1994, the Company completed the purchase of a portion of the real
estate assets of SCANA Development Corporation, a subsidiary of SCANA
Corporation for approximately $43 million. The real estate assets acquired from
SCANA consisted of residential properties under development, undeveloped land
held for future development, business parks, and retail and office properties
(rental income producing). A substantial majority of the projects are located
in South Carolina. The purchase price was funded with proceeds from a
combination of internally generated funds and the Company's credit facility.


15.      FAIR VALUES OF FINANCIAL INSTRUMENTS

   SFAS No. 107, "Disclosures about Fair Value of Financial Instruments"
requires the disclosure of the estimated fair value of all financial
instruments, including both assets and liabilities unless specifically
exempted. The following methods were used to estimate the fair values of the
Company's financial instruments.

- - Cash and short-term investments: The carrying amounts reported in the
  balance sheet for these instruments approximate their fair values.

- - Investment securities: Fair values for fixed maturity securities are based
  on quoted market prices, where available. For fixed maturity securities not
  actively traded, fair values are estimated using values obtained from
  independent pricing services or, in the case of private placements, are
  estimated by discounting expected future cash flows using a current market
  rate applicable to the yield, credit quality, and maturity of the
  investments. The fair values for equity securities are based on quoted market
  prices.

- - Mortgage loans and policy loans: The fair values for mortgage loans and
  policy loans are estimated using discounted cash flow analyses, using
  interest rates currently being offered for similar loans to borrowers with
  similar credit ratings. Loans with similar characteristics are aggregated for
  purposes of the calculations.

- - Other long-term investments: Other long-term investments consist primarily
  of venture capital investments and investments in oil and gas producing
  property. The Company determined that it was not practicable to estimate the
  fair values of its venture capital investments because of a lack of primary
  and secondary market prices and the inability to estimate fair values without
  incurring excessive costs. The Company's investment in venture capital
  totaled $20,376,000 and $20,382,000 at December 31, 1996 and 1995,
  respectively.

- - Policy liabilities: Fair values for the Company's liabilities under
  investment-type insurance contracts that are not subject to policyholder
  mortality or morbidity risk are estimated using discounted cash flow
  calculations, based on interest rates currently being offered for similar
  contracts with remaining maturities consistent with those for the contracts
  being valued.

- - Short and long-term debt: Substantially all of the Company's short and
  long-term debt is floating rate debt. Accordingly, the carrying amount
  approximates its fair value.

- - Other liabilities: Fair values on film contract obligations related to the
  Company's broadcasting operations were determined by discounting future cash
  flows using current fixed borrowing rates for similar types of borrowing
  arrangements.




                                      64
<PAGE>   32
EXHIBIT 13

- - Interest Rate Swap: Fair value of the interest rate swap is based on an
  estimate provided by the financial institution which is the counterparty to
  the swap, and was determined by discounting the value of estimated future
  cash flows.


  The carrying amounts and estimated fair values of the Company's financial
instruments are as follows:

<TABLE>
<CAPTION>
                                                                  1996                            1995
- ----------------------------------------------------------------------------------------------------------------
                                                                        Estimated                      Estimated
                                                          Carrying        Fair         Carrying          Fair
(in 000's)                                                 Amount        Value         Amount            Value
- ----------------------------------------------------------------------------------------------------------------
<S>                                                      <C>           <C>           <C>             <C>       
ASSETS
Fixed maturity securities available for sale             $1,517,539    $1,517,539    $1,467,039      $1,467,039
Equity securities                                            75,591        75,591        82,508          82,508
Mortgage loans                                              230,910       230,166       213,223         215,774
Policy loans                                                 98,816        94,451        98,369          94,196
Other long-term investments                                  22,470        22,470        27,535          27,535
Short-term investments and cash                              37,024        37,024        43,741          43,741
Interest rate swap                                             --             505          --              --

LIABILITIES
Investment-type insurance contracts                          76,573        72,437        69,287          65,057
Notes, mortgages and other debt                             147,861       147,861       158,444         158,444
Long-term debt                                              100,000       100,000       100,000         100,000
Film contract obligations included in other liabilities       8,154         7,382         7,462           6,611
Interest rate swap                                             --            --            --             1,416
</TABLE>

  SFAS No. 107 excludes insurance contract liabilities, except for
investment-type contracts, from the definition of financial instruments.
However, the fair value of the liabilities under all insurance contracts is
taken into consideration in the overall management of interest rate risk.
Because of the exclusion of the majority of the Company's insurance contracts
as well as other non-financial assets and liabilities from fair value
disclosure, care should be taken in deriving conclusions about the Company's
financial position based on the fair value information presented above.


16.      BUSINESS SEGMENT INFORMATION

   The Company is actively engaged through certain of its subsidiaries in two
major business segments: insurance and broadcasting. Sales between the various
subsidiaries of the Company are not material and are eliminated. Information
for these segments is contained in the Selected Financial Data on page 36 and,
with respect to the years 1994 through 1996, is incorporated by reference.




                                      65
<PAGE>   33
                                                                      Exhibit 13



MANAGEMENT'S RESPONSIBILITY FOR FINANCIAL REPORTING

         The consolidated financial statements included in this Annual Report
have been prepared by management which is responsible for the integrity and
fair presentation of the financial data and related disclosures. The
consolidated financial statements are in accordance with generally accepted
accounting principles and necessarily include amounts that are based on
management's estimates and assumptions. Management believes that the
consolidated financial statements fairly reflect the Company's financial
position and results of operations.

         To gather and control financial data, the Company maintains accounting
systems supported by internal controls that provide reasonable assurance over
the preparation of reliable financial statements. Management believes that a
high level of internal control is maintained by the selection and training of
qualified personnel, by the establishment and communication of accounting and
business policies, and by internal audits.

         Ernst & Young LLP, independent auditors, are engaged to audit and to
render an opinion as to whether the Company's financial statements, considered
in the entirety, present the Company's financial condition and operating
results fairly. Their audit is conducted in accordance with generally accepted
auditing standards, and their report is included on this page.

         The Audit Committee of the Board of Directors, composed of four
outside directors, reviews the Company's accounting and auditing policies and
meets regularly with the Company's internal audit staff and the independent
auditors.


REPORT OF INDEPENDENT AUDITORS

TO THE BOARD OF DIRECTORS AND SHAREHOLDERS
THE LIBERTY CORPORATION

         We have audited the accompanying consolidated balance sheets of The
Liberty Corporation and subsidiaries as of December 31, 1996 and 1995, and the
related consolidated statements of income, shareholders' equity and cash flows
for each of the three years in the period ended December 31, 1996. These
financial statements are the responsibility of the Company's management. Our
responsibility is to express an opinion on these financial statements based on
our audits.

         We conducted our audits in accordance with generally accepted auditing
standards. Those standards require that we plan and perform the audit to obtain
reasonable assurance about whether the financial statements are free of
material misstatement. An audit includes examining, on a test basis, evidence
supporting the amounts and disclosures in the financial statements. An audit
also includes assessing the accounting principles used and significant
estimates made by management, as well as evaluating the overall financial
statement presentation. We believe that our audits provide a reasonable basis
for our opinion.

         In our opinion, the consolidated financial statements referred to
above present fairly, in all material respects, the consolidated financial
position of The Liberty Corporation and subsidiaries at December 31, 1996 and
1995, and the consolidated results of their operations and their cash flows for
each of the three years in the period ended December 31, 1996, in conformity
with generally accepted accounting principles.

         As discussed in Note 1 to the consolidated financial statements,
effective January 1, 1994, the Company changed its method of accounting for
certain investments in debt securities.


/s/ Ernst & Young LLP 

Greenville, South Carolina
February 10, 1997




                                      66

<PAGE>   1


                                                                     Exhibit 21

                    THE LIBERTY CORPORATION AND SUBSIDIARIES
                              LIST OF SUBSIDIARIES
                               DECEMBER 31, 1996

<TABLE>
<CAPTION>
                                                                                                   Percentage of Voting Stock
                                                              Jurisdiction of Incorporation          Owned by Immediate Parent
                                                              -----------------------------      -----------------------------
<S>                                                                    <C>                                   <C>
A.  The Liberty Corporation                                              S.C.
B.  Liberty Life Insurance Company                                       S.C.                                100
         C.  Park Avenue Associates, Inc.                                S.C.                                100
                  C.  Tanyard Creek Partnership                          S.C.                                 60
         C.  Exchange Place Corporation                                  N.C.                                100
         C.  Greensboro Holdings, Inc.                                   S.C.                                100
         C.  State National Fire Insurance Company                     Louisiana                             100
         C.  State National Title Guaranty Company                     Louisiana                             100
         C.  State National Mortgage Corporation                       Louisiana                             100
B.  Liberty Insurance Services Corporation                               S.C.                                100
B.  Pierce National Life Insurance Co.                                 California                            100

B.  Cosmos Broadcasting Corporation                                      S.C.                                100
         C.  CableVantage Inc.                                           S.C.                                100

D.  Special Services Corporation                                         S.C.                                100
D.  Hampton Insurance Agency, Inc.                                       S.C.                                100
D.  The Liberty Marketing Corporation                                    S.C.                                100
D.  Bent Tree Corporation                                               Georgia                              100
D.  TLC Business Ventures, Inc.                                          S.C.                                100
D.  LC Insurance Limited                                                Bermuda                              100
D.  Liberty Investment Group, Inc.                                       S.C.                                100
     D.  Liberty Capital Advisors, Inc.                                  S.C.                                100
     D.  Liberty Properties Group, Inc.                                  S.C.                                100
         D.  LPG Development Corporation                                 S.C.                                100
         D.  SouthChase Development Corporation                          S.C.                                100
         D.  LIBCO of Florida, Inc.                                     Florida                              100
         D.  LPC of S. C., Inc.                                          S.C.                                100
         D.  Johnson/Liberty LLC                                         S.C.                                 22
         D.  Commerce Center of Greenville, Inc.                         S.C.                                100
                  D.  Park Place Associates                              S.C.                                 50
         D.  Liberty Stone Associates, Inc.                              S.C.                                 50
</TABLE>

A.   Separate condensed financial statements filed as a schedule to the
     consolidated financial statements. Also included in the consolidated
     financial statements.

B.   Separate financial statements not filed. Included in the consolidated
     financial statements.

C.   Consolidated with the applicable parent.

D.   Minor subsidiaries. Included in the condensed financial statements of The
     Liberty Corporation.



                                      67

<PAGE>   1
                                                                      Exhibit 23



                        Consent of Independent Auditors


We consent to the incorporation by reference and the inclusion herein in this
Annual Report (Form 10-K) of The Liberty Corporation of our report dated
February 10, 1997, included in the 1996 Annual Report to Shareholders of The
Liberty Corporation and included in Form 10-K in Exhibit 13.

Our audits also included the financial statement schedules of The Liberty
Corporation listed in Item 14(a). These schedules are the responsibility of the
Company's management. Our responsibility is to express an opinion based on our
audits. In our opinion, the financial statement schedules referred to above,
when considered in relation to the basic financial statements taken as a whole,
present fairly in all material respects the information set forth therein.

We also consent to the incorporation by reference in Post-Effective Amendment
No. 5 to the Registration Statement (Form S-8 No. 2-53890) pertaining to the
Company's Stock Option Plan, in the Registration Statement (Form S-8 No.
33-34314) pertaining to the 1983 Performance Incentive Compensation Program, in
the Registration Statement (Form S-8 No. 33-34816) pertaining to The Liberty
Corporation and Adopting Related Employers' 401(k) Thrift Plan, in the
Registration Statement (Form S-8 No. 33-34814) pertaining to The Cosmos
Broadcasting Corporation Profit Sharing Retirement Plan and Trust, in the
Registration Statement (Form S-8 No. 33-34815) pertaining to The Liberty
Corporation Profit Sharing Plan and Trust, in the Registration Statement (Form
S-8 No. 333-22591) pertaining to The Cosmos Broadcasting Corporation Retirement
and Savings Plan, and in the Registration Statement (Form S-8 No. 333-22285)
pertaining to The Liberty Corporation Retirement and Savings Plan of our report
dated February 10, 1997 with respect to the consolidated financial statements
and schedules of The Liberty Corporation included and incorporated by reference
in the annual report on Form 10-K and our report dated March 5, 1997 with
respect to the financial statements and schedules included in the annual report
on Form 11-K of The Liberty Corporation and Adopting Related Employers' 401(k)
Thrift Plan for the year ended December 31, 1996.



                                                          /s/ Ernst & Young LLP


Greenville, South Carolina
March 24, 1997


                                      68

<PAGE>   1
                                                                      EXHIBIT 24

                           SPECIAL POWERS OF ATTORNEY



         KNOW ALL MEN BY THESE PRESENTS that I, Eugene E. Stone, IV, Director
of The Liberty Corporation, do hereby appoint Martha G. Williams and R. David
Black, or either of them, Special Attorney for me and in my name and on my
behalf to sign the Annual Report on Form 10-K and any amendments thereto for
The Liberty Corporation to be filed with the Securities and Exchange Commission
under the Securities Exchange Act of 1934, for each fiscal year ended December
31, and generally to do and to perform all things necessary to be done in the
premises as fully and effectually in all respects as I could do if personally
present.

         IN WITNESS WHEREOF, I have hereunto set my hand and seal this 7th day
of March, 1997.




                                        /s/  Eugene E. Stone, IV
                                        ----------------------------------
                                        Eugene E. Stone, IV
                                        Director, The Liberty Corporation
                                        A South Carolina Corporation


  
                                      69

<TABLE> <S> <C>

<ARTICLE> 7
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
FINANCIAL STATEMENTS OF THE LIBERTY CORPORATION FOR THE YEAR ENDED DECEMBER 31,
1996, AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL
STATEMENTS.
</LEGEND>
<MULTIPLIER> 1,000
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               DEC-31-1996
<DEBT-HELD-FOR-SALE>                         1,517,539
<DEBT-CARRYING-VALUE>                                0
<DEBT-MARKET-VALUE>                                  0
<EQUITIES>                                      75,591
<MORTGAGE>                                     230,910
<REAL-ESTATE>                                  132,696
<TOTAL-INVEST>                               2,078,272
<CASH>                                          36,774
<RECOVER-REINSURE>                             277,578
<DEFERRED-ACQUISITION>                         262,182
<TOTAL-ASSETS>                               3,060,765
<POLICY-LOSSES>                              1,853,173
<UNEARNED-PREMIUMS>                                  0
<POLICY-OTHER>                                  31,450
<POLICY-HOLDER-FUNDS>                           28,488
<NOTES-PAYABLE>                                247,861
                           45,599
                                     20,999
<COMMON>                                       163,443
<OTHER-SE>                                     396,419
<TOTAL-LIABILITY-AND-EQUITY>                 3,060,765
                                     321,371
<INVESTMENT-INCOME>                            155,221
<INVESTMENT-GAINS>                              (2,582)
<OTHER-INCOME>                                 145,087
<BENEFITS>                                     218,751
<UNDERWRITING-AMORTIZATION>                     73,967
<UNDERWRITING-OTHER>                           140,273
<INCOME-PRETAX>                                 56,499
<INCOME-TAX>                                    19,159
<INCOME-CONTINUING>                             37,340
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    37,340
<EPS-PRIMARY>                                     1.66
<EPS-DILUTED>                                     1.68
<RESERVE-OPEN>                                       0
<PROVISION-CURRENT>                                  0
<PROVISION-PRIOR>                                    0
<PAYMENTS-CURRENT>                                   0
<PAYMENTS-PRIOR>                                     0
<RESERVE-CLOSE>                                      0
<CUMULATIVE-DEFICIENCY>                              0
        

</TABLE>

<PAGE>   1


                                                                   EXHIBIT 99-A




                       SECURITIES AND EXCHANGE COMMISSION

                            WASHINGTON, D. C. 20549



                                  ----------



                                   FORM 11-K



                                  ----------



                                 ANNUAL REPORT


                       PURSUANT TO SECTION 15 (D) OF THE
                        SECURITIES EXCHANGE ACT OF 1934


                            THE LIBERTY CORPORATION
                          2000 WADE HAMPTON BOULEVARD
                        GREENVILLE, SOUTH CAROLINA 29602


                      FOR THE YEAR ENDED DECEMBER 31, 1996



                                  ----------



                            THE LIBERTY CORPORATION
                        AND ADOPTING RELATED EMPLOYERS'
                               401(K) THRIFT PLAN



                            THE LIBERTY CORPORATION
                          2000 WADE HAMPTON BOULEVARD
                        GREENVILLE, SOUTH CAROLINA 29602



                                      -1-
                                      70



<PAGE>   2


ITEM 1.  CHANGES IN THE PLAN

None.

ITEM 2.  CHANGES IN INVESTMENT POLICY

None.

ITEM 3.  CONTRIBUTIONS UNDER THE PLAN

Contributions under the Plan by The Liberty Corporation (the "Company") and its
participating subsidiaries (the Company and the participating subsidiaries
being collectively referred to as the "employers") are measured by reference to
the employees' contributions which may be on a pre-tax or after-tax basis.
Employer matching contributions are made only on pre-tax employee contributions
in accordance with a formula set each year by the employer's board of
directors. During 1996, the Company and all participating subsidiaries,
contributed an amount equal to 100% of a participant's pre-tax contribution, up
to a maximum of 3% of the participant's compensation.

Employer matching contributions totaling $2,193,000 in 1996, $2,127,000 in
1995, and $2,045,000 in 1994, were credited to the accounts of participating
employees.


ITEM 4.  PARTICIPATING EMPLOYEES

There were 1,921 enrolled participants in the Plan as of December 31, 1996.



                                      -2-
                                      71
<PAGE>   3



ITEM 5.  ADMINISTRATION OF THE PLAN

(a)      Parties responsible for the administration of the Plan are: (1) the
         Plan Committee, made up of at least three members named by the
         Company, (2) the Trustee and (3) the Plan Administrator which is named
         by the Plan Committee.

         The Plan Committee is responsible for the administration and operation
         of the Plan, except as to responsibilities which have been
         specifically assigned to the Trustee, to an Investment Manager, or to
         the Plan Administrator. Present members of the Plan Committee are
         employed by The Liberty Corporation or its subsidiaries and include
         the following:


                  Artie L. Bedard
                  William C. Bischoff
                  Mary Anne Bunton
                  Joel Conrad
                  Susan Cyr
                  Faith E. Gibson
                  Harold W. Huffstetler, Jr.
                  Kenneth W. Jones
                  Kenneth N. Keller
                  Quentin Kennedy
                  Douglas W. Kroske
                  Susan W. Mink
                  Pamela A. Purvis
                  Samuel H. Schaeffer
                  G. Neil Smith
                  Sandra Carpenter Thompson
                  Evon A. Trotter
                  Stephen Watkins, Jr.




                                      -3-
                                      72

<PAGE>   4
         The Trustee is responsible for the management, investment and control
         of the assets of the Trust established by the Plan, and for the
         disbursements of benefits therefrom, except to the extent that the
         Trustee may be relieved of investment responsibility by the
         appointment of an Investment Manager or by direction of the Plan
         Committee. The present Trustee is Wachovia Bank of NC, N.A., P.O. Box
         3099, Winston-Salem, North Carolina 27102. Wachovia Bank of NC, N.A.,
         is also trustee under Profit-Sharing Plans maintained by the Company
         and its subsidiaries for employees. Neuberger & Berman Pension
         Management, Inc. ("Neuberger & Berman") is Investment Manager of a
         portion of the Common Stock Fund, one of the four funds comprising the
         Plan (see page 9, Notes to Financial Statements Description of Plan
         for further details). Neuberger & Berman's address is 522 Fifth
         Avenue, New York, New York 10036. Hellman, Jordan Management Company,
         Inc. ("Hellman, Jordan") is also Investment Manager of a portion of
         the Common Stock Fund. Their address is P.O. Box 389, Boston, MA
         02101. Wachovia has investment responsibility for one of the Plan's
         other three funds, The Liberty Corporation Stock Fund. Liberty Capital
         Advisors, Inc., a subsidiary of the Company and a participating
         employer of the Plan, was given investment responsibility of the
         Plan's Money Market Fund, effective January 1, 1988 and of the Plan's
         Intermediate Bond Fund, effective July 1, 1990. Liberty Capital
         Advisor's address is Post Office Box 789, Greenville, South Carolina
         29602.

         The Plan Administrator is currently an Administrative Committee which
         is responsible for the daily administration and operational functions
         of the Plan, including filing all reports with governmental agencies,
         providing Plan participants with information, preparing year-end
         reports to participants, maintaining all required records,
         interpreting the provisions of the Plan and settling disputes over the
         rights of employees, participants and beneficiaries. Present members
         of the Administrative Committee are employed by The Liberty
         Corporation and are stated as follows:

                  Mary Anne Bunton
                  Susan E. Cyr

(b)      For the year ended December 31, 1996, expenses of administration of
         the Plan of approximately $384,000, including fees and expenses of the
         Trustee and two of the Investment Managers, Neuberger & Berman and
         Hellman, Jordan, were paid out of the assets of the Plan. Expenses of
         Liberty Capital Advisors were paid by the employers rather than out of
         the Plan assets.

ITEM 6.  CUSTODIAN OF INVESTMENTS

(a)      Wachovia Bank of NC, N.A., P.O. Box 3099, Winston-Salem, North Carolina
         27102 serves as Trustee of the Plan and the assets of the Plan.

(b)      The Trustee received compensation from the assets of the Plan of
         $40,041 during the year ended December 31, 1996.

(c)      No bond was furnished by the custodian (Wachovia).

ITEM 7.  REPORTS TO PARTICIPATING EMPLOYEES

Each Plan participant receives a quarterly statement showing the balance in his
Plan account (including a breakdown of the amounts invested in each investment
medium offered), amounts contributed by him and by his Employer, dividends,
interest and other gains credited to his account, any amounts forfeited or
otherwise charged against his account, and additional shares purchased if the
employee has elected to have some or all of his and his Employer's
contributions invested in the Company's stock. These individualized reports, a
copy of the proxy statement and a copy of the annual report are the reports
that were distributed to Plan participants during the year ended December 31,
1996.



                                      -4-
                                      73
<PAGE>   5


ITEM 8.  INVESTMENT OF FUNDS

(a)      Employee contributions and matching Employer contributions may be
         invested in increments of 25% in: the Liberty Corporation Stock Fund,
         which consists solely of Company common stock; the Money Market Fund,
         which consists of various money market instruments and U.S. Government
         securities; the Intermediate Bond Fund, which consists of intermediate
         - term government and good quality corporate bonds; or the Common
         Stock Fund, which consists of high quality common stock or securities
         convertible into common stock, other than Company stock. For the years
         ended December 31, 1996, 1995, and 1994, there were no brokerage
         commissions paid by the Plan for the Intermediate Bond Fund and the
         Money Market Fund, but there were brokerage commissions paid by the
         Plan for the Common Stock Fund.

(b)      No brokerage transactions effected for the Plan, during the three
         years ended December 31, 1996, were directed to brokers because of
         research services provided.


<TABLE>
<CAPTION>
ITEM 9.  FINANCIAL STATEMENTS AND EXHIBITS
                                                                                                          Page No.
                                                                                                          --------
<S>                                                                                                         <C>
(a)      Financial Statements
           Report of Independent Auditors                                                                    6
           (The Consent of Independent Auditors is Exhibit 24 of
           the Form 10-K of which this report is also an exhibit.)

         Statements of Net Assets Available for Plan Benefits -
           December 31, 1996 and 1995                                                                        7

         Statements of Changes in Net Assets Available for Plan
           Benefits - For the Years Ended December 31, 1996 and 1995                                         8

         Notes to Financial Statements - December 31, 1996                                              9 - 13

         Schedule of Assets Held for Investment - December 31, 1996                                    14 - 15

         Schedule of Transactions or Series of Transactions in Excess
           of 5% of the Current Value of Plan Assets - December 31, 1996                                    16

         Schedule of Assets Held for Investment Purposes that were
           Both Acquired and Disposed of within the Plan Year - December 31, 1996                           17

(b)      Exhibits

         None
</TABLE>



                                      -5-
                                      74
<PAGE>   6
                         REPORT OF INDEPENDENT AUDITORS



To the Administrative Committee of The Liberty Corporation
  and Adopting Related Employers' 401(k) Thrift Plan
  and Board of Directors
The Liberty Corporation

We have audited the accompanying statements of net assets available for plan
benefits of The Liberty Corporation and Adopting Related Employers' 401(k)
Thrift Plan as of December 31, 1996 and 1995, and the related statements of
changes in net assets available for plan benefits for the years then ended.
These financial statements are the responsibility of the Plan's management. Our
responsibility is to express an opinion on these financial statements based on
our audits.

We conducted our audits in accordance with generally accepted auditing
standards. Those standards require that we plan and perform the audit to obtain
reasonable assurance about whether the financial statements are free of
material misstatement. An audit includes examining, on a test basis, evidence
supporting the amounts and disclosures in the financial statements. An audit
also includes assessing the accounting principles used and significant
estimates made by management, as well as evaluating the overall financial
statement presentation. We believe that our audits provide a reasonable basis
for our opinion.

In our opinion, the financial statements referred to above present fairly, in
all material respects, the net assets available for plan benefits of the Plan
at December 31, 1996 and 1995, and the changes in its net assets available for
plan benefits for the years then ended, in conformity with generally accepted
accounting principles.

Our audits were performed for the purpose of forming an opinion on the basic
financial statements taken as a whole. The accompanying supplemental schedules
of assets held for investment as of December 31, 1996, transactions or series
of transactions in excess of 5% of the current value of plan assets for the
year ended December 31, 1996 and assets held for investment purposes that were
both acquired and disposed of within the plan year ended December 31, 1996 are
presented for purposes of complying with the Department of Labor's Rules and
Regulations for Reporting and Disclosure under the Employee Retirement Income
Security Act of 1974 and are not a required part of the basic financial
statements. The Fund Information in the statements of net assets available for
plan benefits and the statements of changes in net assets available for plan
benefits is presented for purposes of additional analysis rather than to
present the net assets available for plan benefits and changes in net assets
available for plan benefits of each fund. The supplemental schedules and Fund
Information have been subjected to the auditing procedures applied in our audit
of the basic financial statements and, in our opinion, are fairly stated in all
material respects in relation to the basic financial statements taken as a
whole.



/s/ Ernst & Young LLP

March 5, 1997

                                      -6-
                                      75

<PAGE>   7

                      THE LIBERTY CORPORATION AND ADOPTING
                     RELATED EMPLOYER'S 401(K) THRIFT PLAN

   STATEMENTS OF NET ASSETS AVAILABLE FOR PLAN BENEFITS WITH FUND INFORMATION

                           DECEMBER 31, 1996 AND 1995
                                 (In Thousands)


<TABLE>
<CAPTION>
                                                                       DECEMBER 31, 1996                              
                                                                       FUND INFORMATION                               
                                                     ----------------------------------------------------------    
                                                        LIBERTY       MONEY    COMMON   INTERMEDIATE                   
                                                        STOCK        MARKET    STOCK       BOND                       
                                                        FUND          FUND      FUND       FUND          TOTAL         
                                                     -----------------------------------------------------------    
<S>                                                    <C>         <C>         <C>         <C>         <C>
ASSETS                                                                            
CASH                                                       $80         $--         $--         $--         $80
INVESTMENTS:                                                                      
   AT FAIR VALUE (NOTE1)
   SHORT  -TERM  INVESTMENTS(TOTAL COST OF $16,565
     IN 1996 AND $10,032 IN 1995)                           56      10,139       4,718       1,652      16,565
   THE  LIBERTY CORPORATION COMMON  STOCK (TOTAL
     COST OF $9,310 IN 1996  AND $9,049 IN 1995)        14,077          --          --          --      14,077                 
   OTHER COMMON STOCKS (TOTAL  COST  OF $24,395
     IN 1996 AND $21,429 IN 1995)                           --          --      33,392          --      33,392
   SECURITIES OF US GOVERNMENT AND AGENCIES
     (TOTAL COST OF $2,340 IN 1996 AND $5,327 IN
       1995)                                                --          --          --       2,314       2,314
   CORPORATE BONDS (TOTAL COST OF $901 IN 1996              --
      AND $258 IN 1995                                      --          --          --         895         895
   CORPORATE COLLATERALIZED MORTGAGE
     OBLIGATIONS (TOTAL COST OF $694 IN 1996 AND
      $193 IN 1995)                                         --          --          --         710         710
   CORPORATE ASSET-BACKED SECURITIES (TOTAL COST
     OF $1,706 IN 1996 AND $510 IN 1995)                    --       1,476          --         222       1,698
   REAL ESTATE INVESTMENT TRUST (TOTAL COST OF
      $228 IN 1996 AND 1995)                                --          --         301          --         301
DUE FROM BROKER FOR SECURITIES SOLD                        150          --          54          --         204
PARTICIPANT LOANS RECEIVABLE                             1,140       1,082       1,903         186       4,311
ACCRUED INVESTMENT INCOME                                   68          48          80          49         245
                                                     ---------------------------------------------------------
TOTAL ASSETS                                            15,571      12,745      40,448       6,028      74,792

LIABILITIES
   ACCRUED EXPENSES                                         23          24          47          12         106
   DUE TO BROKER FOR SECURITIES PURCHASED                   --          --          --          --          --   
                                                     ---------------------------------------------------------
NET ASSETS AVAILABLE FOR PLAN BENEFITS                 $15,548     $12,721     $40,401     $ 6,016     $74,686
                                                     =========================================================
</TABLE>



<TABLE>                                                
<CAPTION>
                                                                         DECEMBER 31, 1995                           
                                                                          FUND INFORMATION                           
                                                     ---------------------------------------------------------
                                                         LIBERTY   MONEY     COMMON   INTERMEDIATE          
                                                          STOCK    MARKET     STOCK       BOND              
                                                           FUND    FUND       FUND        FUND        TOTAL
                                                     ---------------------------------------------------------
<S>                                                   <C>          <C>         <C>          <C>         <C>    
CASH                                                       $80         $--         $--          $--         $1
INVESTMENTS:
   AT FAIR VALUE (NOTE1)
   SHORT  -TERM  INVESTMENTS(TOTAL COST OF $16,565
     IN 1996 AND $10,032 IN 1995)                            9       8,405         605        1,013     10,032
   THE  LIBERTY CORPORATION COMMON  STOCK (TOTAL
     COST OF $9,310 IN 1996  AND $9,049 IN 1995)        12,320          --          --           --     12,320
   OTHER COMMON STOCKS (TOTAL  COST  OF $24,395
     IN 1996 AND $21,429 IN 1995)                           --          --      26,878           --     26,878
   SECURITIES OF US GOVERNMENT AND AGENCIES                                      
     (TOTAL COST OF $2,340 IN 1996 AND $5,327 IN
       1995)                                                --       1,757          --        3,521      5,278
   CORPORATE BONDS (TOTAL COST OF $901 IN 1996    
      AND $258 IN 1995                                      --          --          --          253        253
   CORPORATE COLLATERALIZED MORTGAGE
     OBLIGATIONS (TOTAL COST OF $694 IN 1996 AND
      $193 IN 1995)                                         --          --          --          206        206
   CORPORATE ASSET-BACKED SECURITIES (TOTAL COST
      OF $1,706 IN 1996 AND $510 IN 1995)                    --        505          --           --        505
   REAL ESTATE INVESTMENT TRUST (TOTAL COST OF                                                           
      $228 IN 1996 AND 1995)                                --          --         243           --        243
DUE FROM BROKER FOR SECURITIES SOLD                         --          --          61            5         66
PARTICIPANT LOANS RECEIVABLE                               869         916       1,483          121      3,389
ACCRUED INVESTMENT INCOME                                   63          86          51           41        241
                                                     ---------------------------------------------------------  
TOTAL ASSETS                                            13,261      11,669      29,322        5,160     59,412

LIABILITIES
   ACCRUED EXPENSES                                         17          18          34            8         77
   DUE TO BROKER FOR SECURITIES PURCHASED                   --          --          --           --         --
                                                     ---------------------------------------------------------  
NET ASSETS AVAILABLE FOR PLAN BENEFITS                 $13,244     $11,651     $29,288       $5,152    $59,335
                                                     =========================================================
</TABLE>




SEE NOTES TO FINANCIAL STATEMENTS.


                                      -7-
                                      76
<PAGE>   8


                      THE LIBERTY CORPORATION AND ADOPTING
                     RELATED EMPLOYERS' 401(K) THRIFT PLAN

        STATEMENTS OF CHANGES IN NET ASSETS AVAILABLE FOR PLAN BENEFITS
                 FOR THE YEARS ENDED DECEMBER 31, 1996 AND 1995
                                 (In Thousands)

<TABLE>
<CAPTION>
                                                                             1996                                   
                                                                       FUND INFORMATION                             
                                                 -------------------------------------------------------------
                                                                                                                  
                                                 LIBERTY       MONEY         COMMON     INTERMEDIATE                 
                                                  STOCK        MARKET        STOCK          BOND                     
                                                  FUND          FUND          FUND          FUND         TOTAL       
                                                 -------------------------------------------------------------
<S>                                              <C>          <C>          <C>           <C>         <C>      
ADDITIONS TO NET ASSETS ATTRIBUTED TO :     
INVESTMENT INCOME                           
   NET REALIZED AND UNREALIZED APPRECIATION 
(DEPRECIATION) IN FAIR VALUE OF INVESTMENTS         $1,993         $(29)      $7,141          $(42)     $9,063
   DIVIDENDS:
     THE LIBERTY CORPORATION COMMON STOCK              265           --           --            --         265
     OTHER COMMON STOCKS                                --            1          528            --         529
   INTEREST ON SECURITIES                                5          641          165           345       1,156
   INTEREST ON PARTICIPANT LOANS                        73           42          150            20         285
   MISCELLANEOUS                                        --           --            1            --           1
                                                 -------------------------------------------------------------
     TOTAL INVESTMENT INCOME                         2,336          655        7,985           323      11,299

OTHER INCOME                                             1           15           11             5          32

CONTRIBUTIONS
   EMPLOYER                                            436          363        1,143           251       2,193
   PARTICIPANTS                                        800          599        2,253           473       4,125
                                                 -------------------------------------------------------------
     TOTAL CONTRIBUTIONS                             1,236          962        3,396           724       6,318

TRANSFERS FROM OTHER QUALIFIED PLANS                    54        1,118          861           375       2,408
                                                 -------------------------------------------------------------
TOTAL ADDITIONS                                      3,627        2,750       12,253         1,427      20,057

DEDUCTIONS FROM NET ASSETS
   ATTRIBUTED TO:
   BENEFITS PAID TO PARTICIPANTS                      (801)      (1,412)      (1,679)         (430)     (4,322)
   ADMINISTRATION  EXPENSES                            (32)         (46)        (289)          (17)       (384)
                                                 -------------------------------------------------------------
TOTAL DEDUCTIONS                                      (833)      (1,458)      (1,968)         (447)     (4,706)

INTERFUND TRANSFERS (NET)                             (490)        (222)         828          (116)         -- 

INCREASE (DECREASE) IN NET ASSETS
   AVAILABLE FOR PLAN BENEFITS                       2,304        1,070       11,113           864      15,351
NET ASSETS AVAILABLE FOR PLAN BENEFITS
   AT BEGINNING OF YEAR                             13,244       11,651       29,288         5,152      59,335
                                                 -------------------------------------------------------------
NET ASSETS AVAILABLE FOR PLAN BENEFITS
   AT END OF YEAR                                  $15,548      $12,721      $40,401        $6,016     $74,686
                                                 =============================================================
</TABLE>





<TABLE>
<CAPTION>
                                                                             1995                                               
                                                                       FUND INFORMATION                                         
                                                 -------------------------------------------------------------
                                                  LIBERTY        MONEY        COMMON     INTERMEDIATE                           
                                                   STOCK         MARKET        STOCK         BOND                               
                                                    FUND          FUND         FUND          FUND         TOTAL                 
                                                 -------------------------------------------------------------
<S>                                              <C>          <C>          <C>           <C>         <C>      
ADDITIONS TO NET ASSETS ATTRIBUTED TO :                                                                                         
INVESTMENT INCOME                                                                                                               
   NET REALIZED AND UNREALIZED APPRECIATION                                                                                     
(DEPRECIATION) IN FAIR VALUE OF INVESTMENTS         $3,028          $54       $7,047          $254     $10,383
   DIVIDENDS:
     THE LIBERTY CORPORATION COMMON STOCK              244           --           --            --         244
     OTHER COMMON STOCKS                                --           --          372            --         372
   INTEREST ON SECURITIES                                2          634           94           280       1,010
   INTEREST ON PARTICIPANT LOANS                        62           40          109            18         229
   MISCELLANEOUS                                        --           --           --             2           2
                                                 -------------------------------------------------------------
     TOTAL INVESTMENT INCOME                         3,336          728        7,622           554      12,240

OTHER INCOME

CONTRIBUTIONS
   EMPLOYER                                            460          443          970           254       2,127
   PARTICIPANTS                                        851          725        1,844           481       3,901
                                                 -------------------------------------------------------------
     TOTAL CONTRIBUTIONS                             1,311        1,168        2,814           735       6,028

TRANSFERS FROM OTHER QUALIFIED PLANS                     3           39           16             6          64
                                                 -------------------------------------------------------------

TOTAL ADDITIONS                                      4,650        1,935       10,452         1,295      18,332

DEDUCTIONS FROM NET ASSETS
   ATTRIBUTED TO:
   BENEFITS PAID TO PARTICIPANTS                    (1,020)      (1,626)      (1,911)         (440)     (4,997)
   ADMINISTRATION  EXPENSES                            (23)         (32)        (218)          (12)       (285)
                                                 -------------------------------------------------------------

TOTAL DEDUCTIONS                                    (1,043)      (1,658)      (2,129)         (452)     (5,282)

INTERFUND TRANSFERS (NET)                             (249)         373          122          (246)         -- 

INCREASE (DECREASE) IN NET ASSETS
   AVAILABLE FOR PLAN BENEFITS                       3,358          650        8,445           597      13,050
NET ASSETS AVAILABLE FOR PLAN BENEFITS
   AT BEGINNING OF YEAR                              9,886       11,001       20,843         4,555      46,285
                                                 -------------------------------------------------------------
NET ASSETS AVAILABLE FOR PLAN BENEFITS
   AT END OF YEAR                                  $13,244      $11,651      $29,288       $ 5,152     $59,335
                                                 =============================================================
</TABLE>




SEE NOTES TO FINANCIAL STATEMENTS.   
                                                     

                                      -8-
                                      77
<PAGE>   9

   THE LIBERTY CORPORATION AND ADOPTING RELATED EMPLOYERS' 401(K) THRIFT PLAN
                         NOTES TO FINANCIAL STATEMENTS
                               DECEMBER 31, 1996

1.       SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

         The accounting records of the Plan are maintained on the accrual
         basis. Investments are carried in the financial statements at market
         value. Securities traded on a national securities exchange are valued
         at the last reported sales price on the last business day of the Plan
         year; investments traded in the over-the-counter market and listed
         securities for which no sale was reported on that date are valued at
         the average of the last reported bid and ask prices. The difference
         between proceeds received and the cost of investments sold is
         recognized as realized gains (losses) in the statements of changes in
         net assets available for plan benefits. Cost is determined based on
         the average cost method for The Liberty Corporation (the "Company")
         stock, and the first-in, first-out basis for other investments. The
         net change in the aggregate market value of investments is reflected
         in the statements of net assets available for plan benefits as
         unrealized gains (losses). Reclassifications have been made in the
         1995 statements to conform to the 1996 presentation.


2.       DESCRIPTION OF THE PLAN

         The Plan was first offered to eligible employees beginning January,
         1982. Effective July 1, 1985, the Plan was amended to include a
         provision for a "qualified cash or deferred arrangement" under Section
         401(k) of the Internal Revenue Code, to provide for the merger and
         consolidation of the Cosmos Broadcasting Corporation Thrift and
         Investment Plan into the Company's Plan and to rename the Plan "The
         Liberty Corporation and Adopting Related Employers' 401(k) Thrift
         Plan". Any employee of the Company or participating subsidiaries who
         (a) is at least 21 years old, (b) works a minimum of 500 hours per
         year and (c) has completed at least one year of service in which they
         worked at least 1,000 hours is eligible to participate in the Plan.
         Subsidiaries of the Company presently participating in the Plan
         consist of Liberty Life Insurance Company, Special Services
         Corporation, Cosmos Broadcasting Corporation, Liberty Capital
         Advisors, Inc., Liberty Properties Group, Inc., Liberty Insurance
         Services Corporation, Liberty Investment Group, Inc., and Pierce
         National Life Insurance Company. The Plan is subject to the provisions
         of the Employee Retirement Income Security Act of 1974 (ERISA).
         Administrative costs of the Plan incurred are paid either out of Plan
         assets or by the Company or its subsidiaries.

         Participation in the Plan is voluntary and eligible employees may
         elect to contribute up to a total of 13% of their compensation on
         either a pre-tax or after-tax basis, or a combination of both, through
         payroll deductions. Each participating employer makes matching
         contributions on pre-tax employee contributions of up to 3% of each
         employee participants' annual compensation. The matching percentage
         may be changed by resolution of the Board of Directors of a
         participating company, effective at the beginning of any plan year
         (January 1).

         Each participant's account is credited with the participant's
         contributions and allocations of (a) the Company's contributions and
         (b) Plan earnings, and is charged with an allocation of administrative
         expenses. Allocations are based on participant contributions or
         account balances, as defined. Forfeited balances of terminated
         participants' nonvested accounts are used to reduce future company
         contributions.

         The Plan is comprised of four separate funds with different investment
         alternatives. The Liberty Corporation Stock Fund ("Liberty Stock
         Fund") invests in the common stock of The Liberty Corporation. The
         Money Market Fund invests in certificates of deposit, government
         securities and other money market instruments. The Intermediate Bond
         Fund invests in intermediate term government and good quality
         corporate bonds with three year to seven year average maturity. The
         Common Stock Fund invests in common stock, or securities convertible
         into common stock, other than The Liberty Corporation stock. Certain
         investments in the Money Market Fund and idle investments waiting to
         be invested in stock in The Liberty Stock Fund, Intermediate Bond
         Fund, and Common Stock Fund are invested in short-term investments.

         Employee participants may elect to invest their contributions in
         increments of 25% in any fund. Beginning January 1, 1993, the plan was
         changed to provide for the quarterly transfers of a participant's or
         former participant's future and/or existing account balances under the
         plan. Matching employer contributions will be invested in the same way
         as the employee's pre-tax contributions upon which they are based. At
         December 31, 1996, there were 1,921 active participants in the Plan of
         whom 939, 803, 642 and 1,606 were electing to invest, either wholly or
         partially, in the Liberty Stock Fund, Money Market Fund, Intermediate
         Bond Fund and Common Stock Fund, respectively.


                                      -9-
                                      78

<PAGE>   10


         Amounts credited to a participant's employee account, either before
         tax or after tax, are fully vested at all times. Amounts credited to a
         participant's employer matching account vest based on the total number
         of years of service (as defined under the Plan) with the Company or
         its related employers:


<TABLE>
<CAPTION>
           NUMBER OF YEARS                 PERCENTAGE
             OF SERVICE                    OF VESTING
           ---------------                 ----------
         <S>                                   <C>                             
         Less than 3 years                      ---
                   3 years                      25%
                   4 years                      50%
                   5 years                      75%
                   6 years                     100%
</TABLE>

         All amounts credited to a participant's employee (before tax or after
         tax) and employer matching accounts are fully vested upon termination
         of employment due to a participant's death, total disability or
         retirement, or after a participant has completed six or more years of
         service.

         A participant who has completed less than six years of service and is
         terminated for any reason other than those mentioned above forfeits
         the non-vested amounts in his employer matching account. All amounts
         credited to the employee's account (before tax or after tax) and all
         vested amounts credited to the employer's matching account are
         distributable upon termination.

         The Plan allows participants to obtain loans, within stated limits,
         from the vested portion of their account balance. Repayment is
         required over a period not to exceed five years, unless the loan is
         used for the purchase of a principal residence. Interest is charged on
         outstanding loans at a rate determined by the plan administrator.




                                      -10-
                                      79

<PAGE>   11
3.       INVESTMENTS

         During 1996 and 1995, the Plan's investments (including investments
         bought, sold, and held during the year) appreciated (depreciated) in
         value by $9,063,000 and $10,383,000, respectively, as follows:

<TABLE>
<CAPTION>
                                         NET APPRECIATION
                                        (DEPRECIATION) IN              MARKET
                                        FAIR VALUE DURING             VALUE AT
                                               YEAR                 END OF YEAR
                                        ----------------------------------------
                                                       ($000'S)
 YEAR ENDED DECEMBER 31, 1996
 ---------------------------
<S>                                       <C>                           <C>                
 Short-term investments                       $--                       $16,565          
 The Liberty Corporation                                                                 
   common stock                             1,993                        14,077          
 Other common stock                         7,083                        33,392          
 U.S. Government and                                                                     
   agency securities                          (47)                        2,314          
 Corporate bonds                               (2)                          895          
 Collateralized mortgage obligations            4                           710          
 Corporate Asset-Backed Securities            (27)                        1,698          
 Real Estate Investment Trust                  59                           301          
                                          =======                       =======          
                                          $ 9,063                       $69,952          
                                          =======                       =======          
                                                                                         
 YEAR ENDED DECEMBER 31, 1995                                                            
- -----------------------------                                         ---------          
                                                                                         
 Short-term investments                      $---                       $10,032          
 The Liberty Corporation                                                                 
   common stock                             3,028                        12,320          
 Other common stock                         7,032                        26,878          
 U.S. Government and                                                                     
   agency securities                          306                         5,278          
 Corporate Bonds                               (5)                          253          
 Collateralized mortgage obligations           12                           206          
 Corporate Asset-Backed Securities             (5)                          505          
 Real Estate Investment Trust                  15                           243          
                                        ---------                     ---------          
                                          $10,383                       $55,715          
                                        =========                     =========          
</TABLE>


The market value of individual investments that represent 5% or more of the
Plan's total assets are as follows: 

<TABLE>
<CAPTION>
                                                        DECEMBER 31, 
                                                    1996          1995
                                                 -------------------------
                                                         ($000'S)
<S>                                               <C>            <C>      
Wachovia Short-Term Investment Fund               $ 16,565       $ 10,032

The Liberty Corporation Common Stock                14,077         12,320
   (358,652 shares and 365,042 shares
   in 1996 and 1995, respectively)
</TABLE>


4.       INCOME TAX STATUS

         The Plan is an employee benefit plan within the meaning of the
         Employee Retirement Income Security Act of 1974. The Plan has received
         a determination letter dated August 11, 1994 from the Internal Revenue
         Service stating that the Plan is qualified under Section 401(a) of the
         Internal Revenue Code, and the related trust is not subject to income
         taxation. The Plan is required to operate in conformity with the
         Internal Revenue Code to maintain its qualification. The Plan
         Committee is not aware of any course of action or events that have
         occurred that might adversely affect the Plan's qualified status.


                                     -11-
                                      80
<PAGE>   12


5.       SOURCES OF CONTRIBUTIONS

         The sources of contributions for the two years ended December 31, 1996,
         consist of the following:


<TABLE>
<CAPTION>
                                                     1996      1995
                                                     ---------------
                                                         ($000'S)
          Employer:

            <S>                                      <C>      <C>   
            The Liberty Corporation                    $301     $125
            Liberty Life Insurance Company              987    1,113
            Cosmos Broadcasting Corporation             670      497
            Special Services Corporation                  7        5
            Liberty Capital Advisors, Inc.               19       13
            Liberty Properties Group, Inc.               37       37
            Pierce National Life Insurance Co.           49       80
            Liberty Investment Group, Inc.               17       19
            Liberty Insurance Services Corporation      106      238
                                                      ---------------

              Total Employer Contributions            2,193    2,127
                                                      ---------------

          Employee:
            The Liberty Corporation                     614      263
            Liberty Life Insurance Company            1,804    2,017
            Cosmos Broadcasting Corporation           1,275      901
            Special Services Corporation                  9        8
            Liberty Capital Advisors, Inc.               46       38
            Liberty Properties Group, Inc.               71       73
            Pierce National Life Insurance Co.           99      151
            Liberty Investment Group, Inc.               32       36
            Liberty Insurance Services Corporation      175      414
                                                     ---------------

              Total Employee Contributions            4,125    3,901
                                                     ---------------

              Total Contributions                    $6,318   $6,028
                                                     ===============
</TABLE>



         Forfeitures of non-vested balances in employer accounts of $107,000 in
         1996 and $112,000 in 1995 were used to reduce employer contributions.
         Additionally, amounts contributed by the employer during 1996 and 1995
         included non-cash contributions of the Company's common stock which
         had a market value, at date of contribution, of $141,000 and
         $1,561,000, respectively. All other employer contributions were made
         in cash.








                                      -12-
                                       81


<PAGE>   13


6.       PRIORITIES ON TERMINATION OF PLAN

         In the event that the Plan is terminated, all expenses will be paid
         and the accounts of the affected participants will be proportionately
         adjusted to reflect such expenses and all contributions and
         withdrawals up to the date of termination. The Plan will then be
         revalued and each participant will be paid all amounts credited to his
         accounts. The accounts of all participants become fully vested as of
         the date of termination.

         An exception to this method of distribution at termination is made for
         the case in which termination is due to revocation of the Plan's
         exemption from income taxes under Section 401 of the Internal Revenue
         Code. In that case, all contributions, including those made by the
         employer, would be returned to the respective contributors.


7.       TRANSACTIONS WITH PARTIES-IN-INTEREST

         During 1996 and 1995, the Plan purchased and sold securities of
         parties-in-interest as summarized below:
<TABLE>
<CAPTION>

                                                                       1996                               1995
                                                         ---------------------------------------------------------------------
                                                            SHARES OR                          SHARES OR
                                                            PRINCIPAL                          PRINCIPAL
                                                             AMOUNT             COST            AMOUNT             COST
                                                         ---------------------------------------------------------------------
                                                                        (In $000's, except number of share data)

          <S>                                                  <C>              <C>               <C>             <C>    
          Common Stock of The Liberty Corporation:
                    Purchases                                  33,460           $1,108            88,696          $ 2,535
                    Sales                                      38,918              823            78,484            1,910
          Short-term investments of Plan Trustee
          (Wachovia Bank & Trust Co., N.A.):
                    Purchases                                  37,989           37,989            26,313           26,313
                    Sales                                      31,457           31,457            22,410           22,410
</TABLE>

         The Plan also received dividends of $265,000 in 1996 and $244,000 in
         1995 from The Liberty Corporation and interest of $657,000 in 1996 and
         $499,000 in 1995 from a short-term investment fund sponsored by the
         Plan trustee.

         Liberty Capital Advisors, Inc., a subsidiary of The Liberty Corporation
         and a participating employer in the Plan, was given investment
         responsibility of the Money Market Fund effective January 1, 1988 and
         the Intermediate Bond Fund effective July 1, 1990. All expenses for
         services performed by Liberty Capital Advisors, Inc. were paid by the
         participating employers.


8.       AMOUNTS PAYABLE TO WITHDRAWN PARTICIPANTS

         At December 31, 1996 and 1995, amounts payable to withdrawn
         participants totaled $1,391,000 and $807,000, respectively. These
         amounts were disbursed in the first quarter of the following year.


9.       SUBSEQUENT EVENT

         On February 25, 1997, The Liberty Corporation announced that,
         effective April 1, 1997, it would merge the net assets of the Plan
         with The Liberty Corporation Profit Sharing Plan (for all participants
         other than those related to Cosmos Broadcasting Corporation) and the
         Cosmos Broadcasting Corporation Profit Sharing Retirement Plan (for
         all applicable Cosmos participants). The merged plans will provide
         expanded investment selections and will retain the voluntary
         contribution, matching contribution, and profit sharing features of
         the predecessor plans. The Liberty Corporation will submit the revised
         plans to the Internal Revenue Service to obtain a determination letter
         that the plans, as amended and restated, are qualified under section
         401 of the Internal Revenue Code.



                                      -13-
                                       82


<PAGE>   14


   THE LIBERTY CORPORATION AND ADOPTING RELATED EMPLOYERS' 401(K) THRIFT PLAN
                           ASSETS HELD FOR INVESTMENT
                                DECEMBER 31, 1996
                    (IN $000'S EXCEPT NUMBER OF SHARES DATA)
<TABLE>
<CAPTION>

             PRINCIPAL AMOUNT
            NAME OF ISSUER AND                                                      OF BONDS & NOTES,   PURCHASE  MARKET
            TITLE OF EACH ISSUE                                                     NUMBER OF SHARES      PRICE    VALUE
- ----------------------------------------------------                                ----------------      -----    -----
<S>                                                                                         <C>        <C>       <C>    
Short-Term Investments
   Wachovia Short-Term Investment Fund                                                      $ 16,565   $16,565   $16,565
COMMON STOCKS
   The Liberty Corporation                                                                   358,652     9,310    14,077
OTHER COMMON STOCKS
    Boeing Co.                                                                                   336        18        36
    McDonnell Douglas Corp.                                                                   12,000       232       788
    Chrysler Corp.                                                                            33,000       766     1,089
    Ford Motor Co.                                                                            10,000       311       323
    General Motors Corp.                                                                      16,000       750       892
    Bank of Boston Corp.                                                                      12,500       659       803
    BankAmerica Corp.                                                                          2,500       202       249
    Chase Manhattan Corp.                                                                      4,300       298       384
    Citicorp                                                                                  14,000       550     1,442
    Wells Fargo & Company                                                                      3,000       671       809
    Pepsico, Inc.                                                                              4,200       128       123
    Du Pont De Nemours & Co E I                                                                9,500       646       894
    IMC Global                                                                                24,000       922       939
    Union Carbide                                                                             17,000       734       695
    Cisco Systems Inc.                                                                         5,900       234       375
    Compaq Computer Corp.                                                                     18,200       939     1,354
    International Business Machines Corp                                                       6,000       559       909
    Silicon Graphics                                                                           8,800       201       224
    Microsoft Corp                                                                             4,600       139       380
    Colgate Palmolive Co.                                                                      8,500       567       784
    Allied Signal Inc.                                                                         5,400       336       362
    Amgen Inc.                                                                                 6,500       378       353
    SmithKline Beecham P L C                                                                  14,000       701       952
    Rockwell International                                                                     8,000       267       487
    Ucar International Inc.                                                                   20,000       562       752
    Intel Corp.                                                                                4,000       279       524
    Circus Circus Enterprises, Inc.                                                            5,000       165       172
    Time Warner Inc.                                                                          14,000       512       525
    Countrywide CR Inds Inc.                                                                  30,000       684       859
    Merrill Lynch & Co Inc.                                                                   12,000       438       978
    Paine Webber Group Inc.                                                                   10,300       197       290
    Travelers Group Inc.                                                                      11,000       252       499
    Tupperware Corporation                                                                    17,000       650       912
    Exel Limited                                                                              20,000       741       757
    MBIA Inc.                                                                                  8,500       464       861
    Baxter International Inc.                                                                 15,000       492       615
    Columbia/HCA Healthcare Corp.                                                             25,500       554     1,039
    Value Health Inc.                                                                          7,900       278       154
    Homestake Mining Co.                                                                      16,500       236       235
    Newmont Mining Co.                                                                         7,500       359       336
    First USA Inc.                                                                            24,000       410       831
    Atlantic Richfield Co.                                                                     4,400       495       583
    Chevron Corp.                                                                              4,200       266       273
    Texaco Inc.                                                                                4,400       342       432
    Cabot Corporation                                                                         30,000       793       754
    Kimberly Clark Corporation                                                                11,700       642     1,114
    Illinois Cent Corp.                                                                       24,000       713       768
    Officemax Inc.                                                                            18,600       244       200
    Rite-Aid Corp.                                                                            20,000       400       795
    Airtouch Communications Inc.                                                              32,000       828       808
    Bell Atlantic Corp,                                                                        4,500       276       291
    Nokia Corp.                                                                                3,900       139       225
    Worldcom Inc. GA                                                                           5,600       135       146
    Phillip Morris Cos. Inc.                                                                   7,000       449       791
    UST Inc.                                                                                   7,000       192       227
                                                                                                       -----------------
TOTAL OTHER COMMON STOCK                                                                                24,395    33,392
</TABLE>
                                      -14-
                                       83


<PAGE>   15


   THE LIBERTY CORPORATION AND ADOPTING RELATED EMPLOYERS' 401(K) THRIFT PLAN
                     ASSETS HELD FOR INVESTMENT (CONTINUED)
                                DECEMBER 31, 1996
                    (IN $000'S EXCEPT NUMBER OF SHARES DATA)
<TABLE>
<CAPTION>
 
                                                                PRINCIPAL AMOUNT
             NAME OF ISSUER AND                                 OF BONDS & NOTES,  PURCHASE     MARKET
             TITLE OF EACH ISSUE                                 NUMBER OF SHARES   PRICE       VALUE

<S>                                                                   <C>        <C>         <C>         
SECURITIES OF UNITED STATES GOVERMENT & AGENCIES
  Federal Home Loan Banks Cons DB 6.65% Due 2/25/1997                  250,000       259         251
  Federal National Mortgage Assn. Deb 6.10% Due 2/10/2000              500,000       516         498
  Federal Home Loan Mortgage Corp. 7.00% Due 5/15/2020                  98,028        94          98
  Federal Home Loan Mortgage Corp. 7.00% Due 4/15/2002                 400,000       416         404
  Federal Home Loan Mortgage Corp. 6.00% Due 11/15/2006                350,000       334         345
  Federal National Mortgage Assn. 7.00% Due 8/25/2005                  127,000       121         129
  Federal National Mortgage Assn. 6.25% Due 9/25/2007                  300,000       296         294
  Federal National Mortgage Assn. 6.00% Due 4/25/2001                  300,000       304         295
                                                                                 -------------------

TOTAL SECURITIES OF UNITED STATES GOVERNMENT & AGENCIES                            2,340       2,314

CORPORATE BONDS
  Mississippi Home Corp. 8.81% due 9/15/2011                           250,000       258         252
  Ford Motor Company 5.75% Due 1/25/2001                               150,000       150         145
  General Motors Acceptance Corp. 5.625% Due 2/1/1999                  200,000       196         198
  Merrill Lynch 6.52% Due 2/15/2001                                    300,000       297         300
                                                                                 -------------------
TOTAL CORPORATE BONDS                                                                901         895

COLLATERALIZED MORTGAGE OBLIGATIONS
  Green Tree Financial Corp. 7.85% Due 8/15/2025                       500,000       501         507
  Prudential Home Mtg. Secs Co. 7.75% Due 10/25/2024                   200,000       193         203
                                                                                 -------------------
TOTAL COLLATERALIZED MORTGAGE OBLIGATIONS                                            694         710

CORPORATE ASSET-BACKED SECURITIES
  Chase Manhattan Grantor Trust 5.20% Due 4/15/2002                    706,400       706         699
  Signet Master TR 5.25% Due 4/15/2000                               1,000,000     1,000         999
                                                                                 -------------------

TOTAL CORPORATE ASSET-BACKED SECURITIES                                            1,706       1,698

REAL ESTATE INVESTMENT TRUST
  Liberty Properties Trust                                              11,700       228         301
                                                                                 -------------------

      TOTAL INVESTMENTS                                                          $56,139     $69,952
                                                                                 =======     =======
</TABLE>







                                      -15-
                                       84

<PAGE>   16


  THE LIBERTY CORPORATION AND ADOPTING RELATED EMPLOYERS' 401(K) THRIFT PLAN
TRANSACTIONS OR SERIES OF TRANSACTIONS IN EXCESS OF 5% OF THE CURRENT VALUE OF
               PLAN ASSETS FOR THE YEAR ENDED DECEMBER 31, 1996
                   (IN $000'S, EXCEPT NUMBER OF SHARES DATA)
<TABLE>
<CAPTION>


CATEGORY (III) - SERIES OF TRANSACTIONS IN EXCESS OF 5 PERCENT OF PLAN ASSETS                                                  
- -----------------------------------------------------------------------------                                                
                                                                                                                                 
                                                                                                   PURCHASE   SALES    EXPENSES  
     PARTY INVOLVED                          DESCRIPTION OF ASSETS                                  PRICE     PRICE    INCURRED  
- ---------------------------        -----------------------------------------------------           -------   -------   -------   
<S>                                  <C>                                                           <C>       <C>          <C>    
Wachovia Bank & Trust Co.            Wachovia Short-Term Investment Fund -              
                                        $37,989 principal amount, various interest rates           $37,989      --        --     
Wachovia Bank & Trust Co.            Wachovia Short-Term Investment Fund -              
                                        $31,457 principal amount, various interest rates              --     $31,457      --     

<CAPTION>
                                                                                                  
                                                                                                          CURRENT             
                                                                                                         VALUE ON    REALIZED 
                                                                                                        TRANSACTION    GAIN   
     PARTY INVOLVED                          DESCRIPTION OF ASSETS                                COST      DATE      (LOSS)  
- ---------------------------        -----------------------------------------------------         -------   -------    ------- 
<S>                                  <C>                                                         <C>       <C>          <C>   
Wachovia Bank & Trust Co.            Wachovia Short-Term Investment Fund -                                                    
                                        $37,989 principal amount, various interest rates         $37,989   $37,989      --    
Wachovia Bank & Trust Co.            Wachovia Short-Term Investment Fund -                                                    
                                        $31,457 principal amount, various interest rates         $31,457   $31,457      --    
                                                                                                 

</TABLE>


THERE WERE NO CATEGORY (I), (II), OR (IV) REPORTABLE TRANSACTIONS DURING 1996.



                                      -16-
                                       85

<PAGE>   17

                      THE LIBERTY CORPORATION AND ADOPTING

                      RELATED EMPLOYERS' 401(K) THRIFT PLAN

                 SCHEDULE OF ASSETS HELD FOR INVESTMENT PURPOSES
                     THAT WERE BOTH ACQUIRED AND DISPOSED OF
                    WITHIN PLAN YEAR ENDED DECEMBER 31, 1996

                    (IN $000'S, EXCEPT NUMBER OF SHARES DATA)
<TABLE>
<CAPTION>


IDENTITY OF ISSUE, BORROWER, LESSOR, OR        PRINCIPAL AMOUNT OF BONDS & NOTES        PURCHASE          SALES
             SIMILAR PARTY                             Number of Shares                  Price           Proceeds
- ------------------------------------------------------------------------------------------------------------------
<S>                                                 <C>                                 <C>               <C>
Sears Cr. Account Tr.                               Maturity Date: 9/15/96              $1,014            $1,000
                                                    Rate of Interest: 7.75%
                                                    Maturity value: $1,000

Signet Credit Card Master Tr.                       Maturity Date: 12/15/00                997             1,000
                                                    Rate of Interest: 4.85%
                                                    Maturity value: $1,000

Bay Networks, Inc.                                        7,600 Shares                     210               203

Cirrus Logic Inc.                                         8,000                            147               166

Ericcson LM Tel Co.                                      11,500                            264               296

LSI Logic Corp.                                          10,200                            330               218

Lilly Eli & Co.                                           2,600                            169               153

Netcon On line Communications                             2,600                             75                60

Quantum Corporation                                       7,600                             81                58

Sun Co. Inc.                                              5,800                            171               132

Sun Microsystems Inc.                                     8,800                            453               551

Tosco Corporation                                         3,400                            160               171

Aetna Inc.                                               12,000                            825               752

American Portable Telecom Inc.                             ,400                             94                54

Cabletron Sys Inc.                                        2,800                            188               190

DSC Communications Corp.                                  3,500                             87               101

Motorola Inc.                                             7,000                            423               403

Nokia Corp.                                               9,000                            316               375

Pacific America Money CTR Inc.                           10,000                            100               122

Allied Signal Inc.                                          500                             31                34

American Express Co.                                      3,300                            148               175

BankAmerica Corp.                                         1,800                            145               179

Gateway 2000 Inc.                                         2,500                            123               132

Hercules Inc.                                             1,800                             92                85

National Processing Inc.                                 10,000                            165               190

NationsBank Corp.                                         3,500                            301               325

Oracle Corporation                                        5,000                            181               181

Qualcomm Inc.                                             4,900                            203               218

U.S. Robotics Holding Corp.                               2,400                            131               159

America Online Inc. Del                                   5,700                            171               144

Gap Inc.                                                  4,000                            115               119

Shiva Corp.                                               2,500                            115               115

3 Com                                                     3,800                            282               290

Intel Corp.                                               2,000                            167               126

Merck & Co. Inc.                                          6,800                            445               412

Chase Manhatten Corp. New                                 1,000                             69                84

Dell Computer Corp.                                       1,600                             67                76

Cisco Sys. Inc.                                           4,100                            143               249

Silicon Graphics Inc.                                     4,000                             91               105

Ascend Communications Inc.                                3,600                            192               224

Aetna Life & Casualty Company                            10,000                            709               709

Allegiance Corporation                                    3,000                             40                54

Stratacom Inc.                                            5,000                            172               172
</TABLE>







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                                       86



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