NATIONAL RESEARCH CORP
10-Q, 1998-11-13
TESTING LABORATORIES
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                    FORM 10-Q

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

     For the quarterly period ended September 30, 1998

                                       or

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

        For the transition period from ________ to ________

                         Commission File Number 0-29466

                          National Research Corporation
             (Exact name of Registrant as specified in its charter)

               Wisconsin                            47-063400     
   (State or other jurisdiction of             (I.R.S. Employer
   incorporation or organization)              Identification No.)

                1033 "O" Street, Lincoln Nebraska        68508
             (Address of principal executive offices)  (Zip Code)

                                 (402) 475-2525
              (Registrant's telephone number, including area code)

Indicate by check mark whether the Registrant (1) has filed all reports required
to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during
the  preceding 12 months (or for such  shorter  period that the  registrant  was
required  to file  such  reports),  and  (2) has  been  subject  to such  filing
requirements for the past 90 days. Yes X No

Indicate the number of shares  outstanding  of each of the  issuer's  classes of
common stock, as of the latest practicable date.

Common  Stock,  $.001  par  value, outstanding as of October 31, 1998: 7,283,000
shares



<PAGE>

                          NATIONAL RESEARCH CORPORATION

                                 FORM 10-Q INDEX

                    For the Quarter Ended September 30, 1998

                                                                        Page No.

PART I. FINANCIAL INFORMATION

        Item 1.     Financial Statements

                    Condensed Balance Sheets                                3
                    Condensed Statements of Income                          4
                    Condensed Statements of Cash Flows                      5
                    Notes to Condensed Financial Statements                 6

        Item 2.     Management's Discussion and Analysis of              9-13
                    Financial Condition and Results of Operations

PART II.
        OTHER INFORMATION

        Item 2.     Changes in Securities and Use of Proceeds              13

        Item 6.     Exhibits and Reports on Form 8-K                       14

        Signatures                                                         15

        Exhibit Index                                                      16

                                      -2-

<PAGE>



                         PART I - Financial Information

ITEM 1   Financial Statements

                                           NATIONAL RESEARCH CORPORATION
                                             CONDENSED BALANCE SHEETS

                                                September 30,       December 31,
                                                     1998               1997
                                              -----------------  ---------------
                                                 (unaudited)
Assets
Current assets:
   Cash and cash equivalents                   $  911,276         $ 4,688,352
   Investments in marketable 
     debt securities                           12,303,679          13,220,553
   Trade accounts receivable 
     less allowance for doubtful
     accounts of $77,808 in 1998
     and $62,808 in 1997                        2,958,318           3,094,772
   Unbilled revenues                              919,841             559,856
   Prepaid expenses and other                     177,715             184,156
   Other receivables                              402,878               -    
   Deferred income taxes                          112,905             127,225
                                              ------------        ------------
             Total current assets              17,786,612          21,874,914
                                              ------------        ------------

Property and equipment, net of 
  accumulated
   depreciation and amortization                1,730,804             519,955
Deferred income taxes                           1,297,964             155,775
Other                                              15,592              12,482
Goodwill and other intangibles, 
  net of accumulated amortization               3,349,495               -    
                                              ------------        ------------
             Total assets                   $  24,180,467        $ 22,563,126
                                              ============        ============

Liabilities and Shareholders' Equity
Current liabilities:
   Current portion - notes 
     payable                                $      30,754        $         -
   Accounts payable and accrued 
     expenses                                   1,301,314             615,930
   Accrued wages, bonuses and
     profit sharing                             1,101,547           1,161,917
   Income taxes payable                           228,166             118,000
   Billings in excess of revenues
     earned                                     2,925,922           2,297,751
                                              ------------        ------------
             Total current liabilities          5,587,703           4,193,598

Notes payable, net of current portion              82,358               -    
Bonuses and profit sharing accruals               248,684             248,684
Other accrued expense                             321,529               -    
                                              ------------        ------------
             Total long-term liabilities          652,571             248,684
                                              ------------        ------------

             Total liabilities                  6,240,274           4,442,282
                                              ------------        ------------

Shareholders' equity:

   Common stock, $.001 par value; 
     authorized 20,000,000
     shares, issued and outstanding 
     7,305,000                                      7,305               7,305
   Preferred stock, $.01 par value; 
     authorized 2,000,000 shares,
     no shares issued and outstanding                -                   -    
   Additional paid-in capital                  16,839,839          16,839,839
   Retained earnings                            1,093,049           1,273,700
                                              ------------        ------------
             Total shareholders' equity        17,940,193          18,120,844
                                              ------------        ------------
             Total liabilities and 
               shareholders' equity         $  24,180,467        $ 22,563,126
                                              ============        ============

See accompanying notes to condensed financial statements.

                                      -3-

<PAGE>

<TABLE>

                          NATIONAL RESEARCH CORPORATION

                         CONDENSED STATEMENTS OF INCOME
                                   (Unaudited)
<CAPTION>
                                                             Three months ended            Nine months ended
                                                                September 30,                September 30,
                                                         -----------------------   ---------------------------
                                                            1998        1997          1998           1997
                                                         ---------     --------    ----------      ----------
<S>                                                    <C>            <C>         <C>             <C>
Revenues:
    Renewable performance tracking services
      and custom research                              $ 4,608,110    $3,878,813  $11,572,821     $10,385,079
    Renewable syndicated service                         1,006,414       852,493    1,477,520       1,296,805
                                                        -----------   ----------   ----------      ----------

                Total revenues                           5,614,524     4,731,306   13,050,341      11,681,884
                                                        -----------   ----------   ----------      ----------

Operating expenses:
    Direct expenses                                      3,390,400     2,326,750    6,915,322       5,337,475
    Selling, general and administrative                  1,238,991       995,258    3,670,390       2,832,679
    Depreciation and amortization                          126,417        43,032      244,773         122,600
    Acquired in-process research and
      development cost                                       -             -        2,974,324           -    
    Severance charge                                         -             -          303,740           -    
                                                        -----------   ----------   ----------      ----------

                Total operating expenses                 4,755,808     3,365,040   14,108,549       8,292,754
                                                        -----------   ----------   ----------      ----------

                Operating income (loss)                    858,716     1,366,266   (1,058,208)      3,389,130

Other income:
    Interest income                                        174,594        55,001      792,038         152,030
    Interest expense                                       (3,635)         -           (4,938)          -    
                                                        -----------   ----------   ------------    ----------

                Total other income                         170,959        55,001      787,100         152,030
                                                        -----------   ----------   ------------    ----------

                Income (loss) before income taxes        1,029,675     1,421,267     (271,108)      3,541,160

Income tax provision (benefit)                             403,454         -          (90,457)          -    
                                                        -----------   ----------   ------------    ----------

                Net income (loss)                          626,221     1,421,267     (180,651)      3,541,160

Pro forma income taxes                                       -           568,507         -          1,416,465
                                                        -----------   ----------   ------------    ----------

Pro forma net income (loss)                            $   626,221     $ 852,760     (180,651)     $2,124,695
                                                        ===========   ==========   ============    ==========

Pro forma net income per share--basic
    and diluted                                        $      0.09     $    0.14        (0.02)      $    0.34
                                                        ===========   ==========   ============    ==========

Weighted average shares and share equivalents
   outstanding--basic and diluted                         7,305,000    6,184,812    7,305,000       6,184,812
                                                        ===========   ==========  ==============  ===========

See accompanying notes to condensed financial statements.
</TABLE>

                                      -4-

<PAGE>

<TABLE>

                          NATIONAL RESEARCH CORPORATION

                       CONDENSED STATEMENTS OF CASH FLOWS
                                   (Unaudited)
<CAPTION>
                                                                 Nine months ended
                                                                   September 30,
                                                          -------------------------------
                                                              1998              1997
                                                          --------------   --------------
<S>                                                      <C>                <C>
Cash flows from operating activities:
    Net income (loss)                                     $  (180,651)      $3,541,160
    Adjustments to reconcile net income
      to net cash
      provided by operating activities:
        Depreciation and amortization                         244,773          122,600
        Acquired in-process research and 
          development cost, net of tax                      1,814,338             -    
        Changes in assets and liabilities,
          net of acquisition:
           Trade accounts receivable                        1,260,172         (882,567)
           Unbilled revenues                                 (150.309)        (174,045)
           Prepaid expenses and other                          25,977         (362,472)
           Deferred income taxes                               32,117            -    
           Accounts payable and accrued expenses               94,802         (247,212)
           Accrued wages, bonuses and profit sharing         (212,523)         630,926
           Income taxes payable                               110,166             -    
           Billings in excess of revenues earned             (451,186)         (13,638)
                                                          -------------     -----------

                  Net cash provided by operating 
                    activities                              2,587,676        2,614,752
                                                          -------------     -----------

Cash flows from investing activities:
    Purchases of property and equipment                    (1,251,469)        (286,414)
    Acquisition, net of cash acquired                      (5,616,353)           -    
    Accounts receivable - other                              (402,878)           -    
    Purchases of securities available-for-sale             (8,432,047)        (334,019)
    Proceeds from the maturities of securities 
      available-for-sale                                    9,348,921        1,760,057
                                                          -----------       -----------

                  Net cash provided by (used in) 
                    investing activities                   (6,353,826)       1,139,624
                                                          -----------       -----------

Cash flows from financing activities:
    Dividends paid                                               -          (2,146,093)
    Payments on notes payable                                 (10,926)           -    
                                                          -----------      ------------

                  Net cash used in financing 
                     activities                               (10,926)      (2,146,093)
                                                          -----------       -----------

                  Net increase (decrease) in 
                     cash and cash equivalents             (3,777,076)       1,608,283

Cash and cash equivalents at beginning of period            4,688,352        2,782,212
                                                          -----------       -----------

Cash and cash equivalents at end of period                $   911,276       $4,390,495
                                                          ===========        ==========

Supplemental disclosure of cash paid for:

    Interest                                              $      4,938       $      - 
                                                          =============      =========

    Taxes                                                 $    931,447       $      - 
                                                          =============      =========
</TABLE>

See accompanying notes to condensed financial statements.

                                      -5-

<PAGE>

                          NATIONAL RESEARCH CORPORATION
                     Notes to Condensed Financial Statements

1.       INTERIM FINANCIAL REPORTING

The condensed balance sheet of National Research  Corporation (the "Company") at
December 31, 1997 was derived from the  Company's  audited  balance  sheet as of
that date. All other financial statements contained herein are unaudited and, in
the opinion of management,  include all adjustments  (consisting  only of normal
recurring  adjustments) the Company considers  necessary for a fair presentation
of financial  position,  results of operations and cash flows in accordance with
generally accepted accounting principles.

Certain  information  and footnote  disclosures  normally  included in financial
statements prepared in accordance with generally accepted accounting  principles
have been condensed or omitted.  These condensed financial  statements should be
read in  conjunction  with the financial  statements  and notes thereto that are
included in the Company's Form 10-K for the fiscal year ended December 31, 1997,
filed with the Securities and Exchange Commission in March 1998.

On January 1, 1998,  the Company  adopted the  American  Institute  of Certified
Public Accountants Statement of Position No. 98-1 (SOP 98-1), Accounting for the
Costs of Computer  Software  Developed or Obtained for Internal Use.  Under that
accounting  standard,  the Company expenses as incurred  computer software costs
incurred  in the  preliminary  project  stage,  which  involved  the  conceptual
formulation, evaluation and selection of technology alternatives. Costs incurred
related to the design,  coding  installation  and testing of software during the
application  project  stage are  capitalized.  Costs  incurred  for training and
application  maintenance  are expensed as incurred.  The Company has capitalized
approximately  $890,000 of costs  incurred for the  development  of internal use
software  for the  nine  months  ended  September  30,  1998,  with  such  costs
classified as property and  equipment.  Prior to January 1, 1998,  the Company's
accounting policy was to expense as incurred all costs of software developed for
internal use. Costs  incurred  prior to January 1, 1998, for the  development of
internal use software have not been adjusted or  capitalized  as a result of the
Company's adoption of SOP 98-1.

Statement of Financial Accounting Standard ("SFAS") 130, Reporting Comprehensive
Income  establishes  standards for the  reporting  and display of  comprehensive
income and its components in a full set of general purpose financial statements.
The standard also requires  disclosure of the total of  comprehensive  income in
interim  financial  statements.  Other than its net income,  the Company's  only
other source of comprehensive income is unrealized gains or losses on marketable
debt  securities.  However,  other  comprehensive  income from  marketable  debt
securities is not  significant  for the three month and nine month periods ended
September 30, 1998 and 1997, respectively.

2.       S CORPORATION STATUS

From August 1, 1994, through October 13, 1997 (three days prior to the Company's
initial public offering), the Company was an S Corporation and, accordingly, was
not  subject  to  Federal  and  state  income  taxes for the nine  months  ended
September 30, 1997. Pro forma net income reflects a pro forma tax provision at a
combined  Federal  and state rate of 40% for the  periods  the  Company was an S
Corporation  as if it had been a C  Corporation.  Since  October 14,  1997,  the
Company has been C Corporation.

                                      -6-

<PAGE>


3.    ACQUISITION

Effective June 1, 1998, the Company acquired the business of Healthcare Research
Systems,  Ltd. ("HRS") through an acquisition of assets.  Consideration  paid by
the Company at closing  included a fixed payment of $5,100,000 plus an estimated
payment of $350,000 for the net working  capital  surplus  assumed.  The Company
also incurred  liabilities  of $625,362  related to  management's  plans to exit
certain activities of HRS and has paid or accrued $170,000 of direct acquisition
costs.  Management's  exit plans include costs for the  relocation of certain of
HRS's  employees  and an accrual for minimum  operating  lease  commitments  for
duplicative  space which will be  abandoned or sublet.  Management's  exit plans
have not been finalized,  however, and adjustments to the allocation of purchase
price may result  from the  finalization  of the these  plans.  The  acquisition
agreement was subsequently  amended to return to the Company the entire $350,000
estimated  payment for the net working  capital  surplus  paid at closing and to
provide for the Company's assumption of additional  pre-acquisition  liabilities
of HRS of $629,588.  The amendment to the acquisition  agreement was recorded in
the third quarter as an adjustment to the purchase price, increasing goodwill by
$629,588.

The  acquisition of HRS has been  accounted for as a purchase and,  accordingly,
the  operating  results of HRS have been  included  in the  Company's  financial
statements since the date of acquisition.  The excess of the aggregate  purchase
price over the fair value of net assets acquired of approximately $6,524,950 has
been  allocated  to the  following  assets based upon  management's  preliminary
estimates  of the  fair  values  of  identifiable  assets  of HRS at the date of
acquisition.  Intangible assets,  including in-process research and development,
acquired are as follows:

                                                                 Estimated
                                                  Fair Value       Life
Property and equipment                             $150,000     5-7 years
Workforce in place                                  272,882      10 years
Customer lists                                      359,048      15 years
Goodwill                                          2,768,696      20 years
                                                  ---------
                                                  3,550,626

In-process research and development               2,974,324      0 years
                                                  ---------

                                                 $6,524,950
                                                 ==========

In October 1998, the amended  acquisition  agreement  removed the  contingencies
associated  with  scheduled  payments of additional  purchase price in 1999. The
amendment  also reduced the amount of the first of those  scheduled  payments to
approximately  $1.2 million in March 1999.  The liability for the purchase price
payment  commitments  was  recorded  in the  fourth  quarter  of 1998,  with the
additional  purchase price allocated to goodwill of HRS. The additional goodwill
will be amortized over its remaining estimated useful life of 20 years.

The following  unaudited pro forma data summarizes the results of operations for
the periods indicated as if the acquisition of HRS had been completed on January
1, 1997. The pro forma data gives effect to the actual  operating  results prior
to the acquisition,  amortization of acquisition-related  intangibles and income
taxes. The pro forma amounts do not purport to be 

                                      -7-

<PAGE>

indicative  of the  results  that  would  have  actually  been  obtained  if the
acquisition  had  occurred  on January 1, 1997,  or that may be  obtained in the
future.

                                          Nine months ended September 30,
                                          -------------------------------
                                      1998                               1997
                                      ----                               ----
                                (dollars in thousands, except per share amounts)
Revenues                            $16,219                             $16,483
Net income (loss)                    $1,347                             $(204)
Net income (loss) per share -
   basic and diluted                 $0.18                              $(0.05)


                                      -8-

<PAGE>


ITEM 2

                     MANAGEMENT'S DISCUSSION AND ANALYSIS OF
                  FINANCIAL CONDITION AND RESULTS OF OPERATIONS

Results of Operations

The following table sets forth, for the periods  indicated,  selected  financial
information derived from the Company's condensed financial statements, expressed
as a percentage of total revenues. The trends illustrated in the following table
may not necessarily be indicative of future results. The discussion that follows
the table should be read in conjunction with the condensed financial statements.
<TABLE>
<CAPTION>
                                                                       Percentage of Total Revenues
                                                           -------------------------------------------
                                                           Three months ended        Nine months ended
                                                             September 30,              September 30,
                                                           --------------------    ------------------
                                                           1998         1997         1998      1997
                                                           --------------------    ------------------
<S>                                                         <C>        <C>          <C>       <C>
Revenues:
    Renewable performance tracking services
        and custom research                                  82.1%      82.0%        88.7%     88.9%
    Renewable syndicated service                             17.9       18.0         11.3      11.1  
                                                           ---------  ---------    --------  --------
                        Total revenues                      100.0      100.0        100.0     100.0  
                                                           ---------  ---------    --------  --------

Operating expenses:
    Direct expenses                                          60.4       49.2         53.0      45.7  
    Selling, general and administrative                      22.1       21.0         28.1      24.3  
    Depreciation and amortization                             2.3        1.0          1.9       1.0  
    Acquired in-process research and development cost          --         --         22.8        --  
    Severance charge                                           --         --          2.3        --  
                                                           ---------  ---------    --------  --------
                  Total operating expenses:                  84.8       71.2        108.1      71.0  
                                                           ---------  ---------    --------  --------

Operating income (loss)                                      15.2%      28.8%       (8.1%)     29.0%
                                                           =========  =========    ========  ========
</TABLE>

Three Months Ended September 30, 1998 Compared to  Three  Months Ended September
30, 1997

Total revenues.  Total revenues  increased 18.7% in the three-month period ended
September 30, 1998, to $5.6 million from $4.7 million in the three-month  period
ended  September 30, 1997.  Revenues from the  Company's  renewable  performance
tracking  services and custom  research  increased  18.8% to $4.6 million in the
three month period ended September 30, 1998 from $3.9 million in the same period
during 1997 primarily due to the addition of new clients, the acquisition of HRS
in June 1998 and,  to a lesser  extent,  an  increase  in the scope of  existing
tracking  projects.  Revenues for the  Company's  renewable  syndicated  service
increased  18.1% to $1.0 million in the three month period ended  September  30,
1998  compared  to  $852,000  in the same three  month  period in 1997.  Such an
increase  reflects  increased  sales  of the  1997  annual  edition  of the  NRC
Healthcare Market Guide following its release in the prior year.

Direct  expenses.  Direct  expenses  increased  45.7%  to  $3.4  million  in the
three-month period ended September 30, 1998 from $2.3 million in the same period
during  1997.  The  increase  in direct  expenses  in the 1998 period was due to
increases  in postage and  printing  expenses of $72,000,  

                                      -9-

<PAGE>


telephone expense of $101,000,  outside field services of $172,000 and labor and
payroll  expenses of  $651,000,  which were due  partially  to  increased  costs
associated  with the  addition  of a  telephone  call  center  and to  increased
revenues.  Direct expenses  increased as a percentage of total revenues to 60.4%
in the  three-month  period ended September 30, 1998, from 49.2% during the same
period of 1997.

Selling, general and administrative expenses. Selling general and administrative
expenses  increased  24.5% to $1.2  million  for the  three-month  period  ended
September 30, 1998 from $995,000 for the same period in 1997.  This increase was
primarily  due to an increase of $186,000  associated  with the  increase in the
Company's  rent  expense  and other  costs  associated  with the  Company's  new
location in Columbus,  Ohio since June 1998 and $15,000  associated with being a
public  company.  Sales,  general and  administrative  expenses  increased  as a
percentage of total revenues to 22.1% for the three-month period ended September
30, 1998, from 30.9% for the same period in 1997.

Depreciation and amortization.  Depreciation and amortization expenses increased
193.8% to $126,000  in the  three-month  period  ended  September  30, 1998 from
$43,000 in the same  period of 1997  partially  due to the  acquisition  of HRS.
Depreciation  and  amortization  expenses  as a  percentage  of  total  revenues
increased to 2.3% in the three-month  period ended September 30, 1998, from 1.0%
in the same period of 1997.


Nine Months Ended September 30, 1998 Compared to Nine Months Ended September 30,
1997

Total revenues.  Total revenues increased 11.7% in the first nine months of 1998
to $13.1 million from $11.7  million in the first nine months of 1997.  Revenues
from the Company's renewable  performance  tracking services and custom research
increased  11.4% to $11.6  million in the first  nine  months of 1998 from $10.4
million in the same period of 1997 primarily due to the addition of new clients,
the acquisition of HRS in June 1998, and, to a lesser extent, an increase in the
scope of existing  tracking  projects.  Revenues  from the  Company's  renewable
syndicated  service  increased 13.9% to $1.5 million in the first nine months of
1998 from $1.3 million in the same period of 1997.  Such  increase  reflects the
addition of new syndicated service clients.

Direct  expenses.  Direct expenses  increased 29.6% to $6.9 million in the first
nine  months of 1998 from $5.3  million  in the first nine  months of 1997.  The
increase in direct  expenses in the 1998 period was due to  increases in outside
field  services of  $201,000,  telephone  expenses  of $71,000,  rent and office
expenses of $34,000 and labor and payroll expenses of $1.1 million due partially
to increased  costs  associated with the addition of a telephone call center and
to increased  revenues.  Direct  expenses  increased  as a  percentage  of total
revenues to 53.0% in the first nine  months of 1998 from 45.7%  during the first
nine months of 1997.

Selling,   general   and   administrative   expenses.   Selling,   general   and
administrative  expenses  increased  29.6% to $3.7  million  for the first  nine
months  of 1998 from  $2.8  million  for the  first  nine  months of 1997.  This
increase  was  primarily  due to an  increase of  $488,000  associated  with the
expansion  of the  Company's  sales and  marketing  workforce,  an  increase  of
$261,000  associated  with the increase in the Company's rent expenses and other
costs  associated  with the Company's new location in Columbus,  Ohio since June
1998 and an increase of $206,000  associated with being a public company,  which
were offset by a decrease of $123,000 in expenses related to enhancements to the
Company's software.  Selling, general and administrative expenses

                                      -10-

<PAGE>

increased as a percentage  of total  revenues to 28.1% for the first nine months
of 1998 from 24.3% for the first nine months of 1997.

Acquired  In-Process  Research and  Development  Cost and Severance  Charge.  In
connection  with the  acquisition  of HRS in June 1998,  the Company  incurred a
one-time,  non-recurring charge of $3.0 million for costs assigned to in-process
research  and  development  activities  of the  acquired  company and  operating
expenses  for  severance  costs of $304,000  for  duplicative  employees  of the
Company as a result of the acquisition.  The aggregate  charges to income net of
taxes associated with the acquisition were approximately $2.0 million,  or $0.27
per share.

Depreciation and amortization.  Depreciation and amortization expenses increased
99.7% to $245,000  in the first nine  months of 1998 from  $123,000 in the first
nine months of 1997 partially due to the  acquisition of HRS.  Depreciation  and
amortization expenses increased as a percentage of total revenues to 1.9% in the
first nine months of 1998 from 1.0% in the first nine months of 1997.

Liquidity and Capital Resources

The Company's principal source of funds historically has been cash flow from its
operations.  The  Company's  cash flow has been  sufficient to provide funds for
working capital and capital expenditures.

As of September 30, 1998, the Company had cash and cash  equivalents of $911,000
and working capital of $12.2 million.

During the nine months ended  September  30, 1998,  the Company  generated  $2.6
million of net cash from  operating  activities,  the same amount as, during the
same period in the prior year.

For the nine  months  ended  September  30,  1998,  net cash  used in  investing
activities  was $6.4  million as compared to net cash  provided of $1.1  million
during the same  period in the prior  year.  The 1998  increase in cash used was
primarily  due to the  acquisition  of HRS in June 1998 for  approximately  $5.6
million,  the accounts  receivable-other  related to the acquisition of $403,000
and investment of $1.3 million in furniture,  computer  equipment,  software and
production equipment to meet the expansion of the Company's business,  which was
partially   offset  by  the   maturing  of   investments   in  debt   securities
available-for-sale.  The 1997 net cash  provided was  primarily  the maturing of
investments  available for sale which was  partially  offset by an investment of
$286,000  in  furniture,   computer  equipment  and  production  equipment.  The
Company's  investments  available-for-sale  consist principally of United States
government securities with maturities of twelve months or less.

Net cash used in financing  activities was $11,000 and $2.1 million for the nine
months ended September 1998 and 1997,  respectively.  Net cash used in financing
activities  for 1998 was for the payments of notes  payable and for 1997 was the
result of S Corporation distributions to shareholders.

The  Company  typically  bills  clients  for  projects  before  they  have  been
completed.  Billed  amounts  are  recorded  as  billings  in  excess of costs or
deferred  revenue on the Company's  financial  statements  and are recognized as
income when earned.  As of September  30, 1998 and as of December 31, 1997,  the
Company had $2.9 million and $2.3 million of deferred revenues, respectively. In
addition, when work is performed in advance of billing, the Company records this

                                      -11-

<PAGE>

work as a cost in excess of billings or unbilled revenue.  At September 30, 1998
and  December  31,  1997,  the Company  had  $920,000  and  $560,000 of unbilled
revenues, respectively. Substantially all deferred and unbilled revenues will be
earned and billed, respectively, within 12 months of the respective period ends.

In October 1998, the Company  announced plans to repurchase up to 245,000 shares
of common stock in the open market or in privately negotiated  transitions.  The
Company repurchased 22,000 shares during October 1998.

Year 2000

The Year 2000 ("Y2K") issue is the result of computer  systems using two digits,
as opposed to four digits,  to indicate the year. Such computer  systems will be
unable to  interpret  dates  beyond the year 1999,  which  could  cause a system
failure or other computer  errors,  leading to a disruption in  operations.  The
Company uses  software and related  technologies  throughout  its business  that
could be affected by the date change in Y2K.

At the end of 1997, an  independent  third party  conducted an assessment of the
Company's computer systems and, based on such assessment,  the Company developed
plans to address issues related to the impact of Y2K on its information systems.
The  Company  has  completed  the  assessment  phase for all of its  information
technology  systems  and  developed  a plan of repair or  replacement  for those
systems that were not Y2K compliant.

Many of the  external  software  programs  used by the Company  were already Y2K
compliant.  The  remaining  software is currently  being  upgraded to new vendor
versions,  which, in addition to providing increased functionality,  address the
Y2K issue.

The Company's  internal software systems presented no Y2K compatibility  issues.
Most of the Company's  internal  hardware systems presented no Y2K compatibility
issues.  The Company has been  upgrading  its computer  hardware that is not Y2K
compliant  on an ongoing  basis and all  mission-critical  hardware  will be Y2K
compliant  before the end of 1999.  The software  used by the Company to deliver
information to its clients contains no date related data or code other than that
related to licensing issues, and therefore, is not affected by the Y2K issue.

Many of the services  sold by the Company  originate  from data  provided by the
Company's clients.  The Company generally does not use live data provided by its
clients,  instead the clients transmit member or patient information on a weekly
or monthly  basis.  As a result,  the Company's  ability to provide  services to
these  clients is dependent on whether such  clients'  systems for  transmitting
data to the Company are Y2K  compliant.  If a client cannot  transmit  member or
patient information to the Company, then the Company cannot provide its services
to the client. Therefore,  there can be no assurance that the failure of clients
of the Company to be Y2K compliant  will not have a material  adverse  effect on
the  Company.  To be prepared  to address  unexpected  occurrences,  the Company
expects to develop  contingency plans during 1999 to assess alternative  methods
to obtain data from its clients.

The current  estimate of total Y2K  compliance  cost is $126,000.  A majority of
these costs have been included in the ongoing upgrading and  standardization  of
the Company's systems. Approximately $26,000 of such costs have been incurred to
date.  Based upon  progress to date,  the Company  does not believe  that future
costs of Y2K compliance will materially  affect the Company's  operating results
or financial condition.

                                      -12-

<PAGE>

The estimated  costs of, and timetable  for,  becoming Y2K compliant  constitute
"forward-looking  statements"  as defined in the Private  Securities  Litigation
Reform Act of 1995.  Shareholders,  potential  investors  and other  readers are
cautioned that such  estimates are based on numerous  assumptions by management,
including  assumptions  regarding the accuracy of representations  made by third
parties concerning their compliance with Y2K issues and other factors.


PART II - Other Information

ITEM 2   Changes in Securities and Use of Proceeds

         (a)      Not applicable.

         (b)      Not applicable.

         (c)      Not applicable.

         (d) The Company's  Registration Statement on Form S-1 (Registration No.
333-33273) (the  "Registration  Statement")  relating to the offer and sale (the
"Offering")  of an aggregate  of  2,415,000  shares of Common Stock was declared
effective by the Securities  and Exchange  Commission on October 9, 1997. Of the
2,415,000 shares of Common Stock  registered  under the Registration  Statement,
1,250,000  shares  were sold by the  Company  and  1,165,000  shares  (including
315,000 shares sold pursuant to the exercise of an over-allotment option granted
to the underwriters) were sold by a certain shareholder of the Company,  Michael
D. Hays (the "Selling Shareholder").

          During the fourth  quarter of 1997,  all of the shares of Common Stock
registered  were sold in the  Offering  at a price of $15.00 per  share,  for an
aggregate  price of $18,750,000  and  $17,475,000 for the shares of Common Stock
sold by the Company and the Selling Shareholder,  respectively.  After deducting
the underwriting  discount of $1.05 per share, the Selling Shareholder  received
net proceeds equal to $16,251,750 and the Company received net proceeds equal to
$17,437,500 less expenses of $596,411  incurred in connection with the Offering.
The net  proceeds  to the Company  were  reasonably  estimated  to be applied as
follows:

    1.  Temporary investments of United States government
        securities with maturities of two years or less             $11,224,736

    2.  Acquisition of HRS and related acquisition costs              5,616,353
                                                                   ------------

        Total proceeds to the Company                               $16,841,089
                                                                    ===========

                                      -13-

<PAGE>


ITEM 6   Exhibits and Reports on Form 8-K

         (a)      Exhibit Number    Description

                   (2)     Addendum to Asset Purchase  Agreement,  dated October
                           23,  1998,  among  National   Research   Corporation,
                           Healthcare Research Systems,  Ltd. and the members of
                           Healthcare Research System, Ltd.

                  (27)     Financial Data Schedule (EDGAR version only)

         (b)      Reports on Form 8-K 
                  --------------------

          On August 13,  1998,  the Company  filed an amendment on Form 8-K/A to
the Company's  Current  Report on Form 8-K dated June 11, 1998.  The report,  as
amended, included (under Item 7 of Form 8-K) the following financial statements:
for HRS - audited  Balance Sheet as of December 31, 1997,  audited  Statement of
Operations  and  Statement  of Cash Flows for the year ended  December 31, 1997,
audited  Statement  of Members'  Equity for the year ended  December  31,  1997,
unaudited  Condensed  Balance  Sheets as of March 31, 1998 and December 31, 1997
and unaudited  Condensed  Statements of Operations  and Statements of Cash Flows
for the three  months  ended  March 31,  1998 and  1997;  and for the  Company -
unaudited Pro Forma  Condensed  Consolidated  Balance Sheet as of March 31, 1998
and unaudited Pro Forma Condensed Consolidated  Statements of Operations for the
year ended December 31, 1997 and for the three months ended March 31, 1998.

                                      -14-

<PAGE>


                                   SIGNATURES

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


                                       NATIONAL RESEARCH CORPORATION
                                       -----------------------------


Date: November 12, 1998         By:/s/ Michael D. Hays
                                       -----------------------------------------
                                       Michael D. Hays
                                       President and Chief Executive Officer



Date: November 12, 1998         By:/s/ Patrick E. Beans                         
                                       -----------------------------------------
                                       Patrick E. Beans
                                       Vice President, Treasurer, Secretary and
                                       Chief Financial Officer (Principal
                                       Financial and Accounting Officer)


                                      -15-

<PAGE>



                          NATIONAL RESEARCH CORPORATION

                 EXHIBIT INDEX TO QUARTERLY REPORT ON FORM 10-Q
                  For the Quarterly Period ended September 30,
                                 1998

                                    Exhibit
                                    -------

(2)              Addendum  to  Asset  Purchase  Agreement,  dated  October   23,
                 1998, among National Research Corporation, Healthcare  Research
                 Systems,  Ltd. and  the members of Healthcare Research Systems,
                 Ltd.

(27)             Financial Data Schedule (EDGAR version only)


                                      -16-




                                                                     Exhibit (2)



                      ADDENDUM TO ASSET PURCHASE AGREEMENT

                                      AMONG

                         NATIONAL RESEARCH CORPORATION,

                        HEALTHCARE RESEARCH SYSTEMS, LTD.

                                       AND

                THE MEMBERS OF HEALTHCARE RESEARCH SYSTEMS, LTD.





          THIS  ADDENDUM  ("Addendum")  is made and entered into as of this 23rd
day of October,  1998, by and among National Research  Corporation,  a Wisconsin
corporation  ("Buyer"),  Healthcare  Research  Systems,  Ltd.,  an Ohio  limited
liability company ("Company"),  and all of the members of Company (individually,
"Member" and collectively, "Members").

          WHEREAS,  Buyer,  Company and Members  have  entered into that certain
Asset Purchase Agreement, dated as of June 11, 1998 (the "Purchase Agreement");

          WHEREAS, Buyer, Company and Members desire to supplement and amend the
Purchase Agreement in accordance with the terms set forth herein; and

          WHEREAS,  Section 12.6 of the  Purchase  Agreement  provides  that the
Purchase Agreement may be amended by the written agreement of Buyer, Company and
Members.

          NOW,   THEREFORE,   in  consideration  of  the  mutual  covenants  and
agreements  contained  herein  and other  good and  valuable  consideration  the
receipt and  sufficiency of which is hereby  acknowledged,  the parties  hereto,
intending to be legally bound, hereby agree to supplement and amend the Purchase
Agreement as follows:

          1.  Notwithstanding  anything  contained in Sections 2.1 or 2.2 of the
Purchase  Agreement (or in any Schedules  identified in such Sections 2.1 or 2.2
of the Purchase Agreement) to the contrary,  the parties hereto agree that Buyer
or Company,  as the case may be, will be  responsible  for and pay the Company's
accounts  payable set forth under their  respective names on Schedule A attached
hereto.

          2. In settlement of all amounts  payable under Sections  3.2.(c),  3.3
and 3.4 of the Purchase Agreement, Company is hereby delivering to Buyer a check
payable to the order of Buyer in the amount of $350,000.

          3. Section  3.6.(a) of the Purchase  Agreement shall be deleted in its
entirety.

          4. Section  3.6.(b) of the Purchase  Agreement shall be deleted in its
entirety and the following,  which shall be reordered to become Section 3.6.(a),
shall be substituted therefor:

<PAGE>


                   3.6.(a)  Revenues  Payment.  On March 31, 1999, Buyer
          shall  deliver to Company an aggregate sum equal to $1,500,000
          less the Company Revenues  Difference (as hereinafter  defined
          in Section 3.6.(b)) and less the dollar amount, if any, of all
          accounts  receivable  of Company as  reflected  on the Closing
          Balance Sheet (net of the reserve shown on the Closing Balance
          Sheet for doubtful  accounts)  that have not been collected by
          Buyer pursuant to the provisions of Section 6.9 on or prior to
          December 31, 1998, without interest (the "Revenues  Payment").
          Such amount, if any, shall be paid by delivery to Company of a
          certified  or bank  cashier's  check  payable  to the order of
          Company  or,  at  Company's   option,   by  wire  transfer  of
          immediately  available  funds  to  an  account  designated  by
          Company  not less than 48 hours  prior to the time for payment
          specified herein.

          5.  Section  3.6.(c)  of the  Purchase  Agreement  shall be amended by
reordering  such section to become  Section  3.6.(b) and by adding the following
sentence after the current last sentence thereof:

           Notwithstanding  anything to the contrary in this Section 3.6,
           the parties hereto agree that the Company Revenues  Difference
           shall be $350,000.

          6. Section  3.6.(d) of the Purchase  Agreement shall be deleted in its
entirety.

          7. Section  3.6.(e) of the Purchase  Agreement shall be deleted in its
entirety and the following,  which shall be reordered to become Section 3.6.(c),
shall be substituted therefor:

                    3.6.(c) Anniversary Payment. On the first anniversary
           of the Closing  Date,  Buyer shall  deliver to Company the sum
           equal  to  $1,500,000,   without  interest  (the  "Anniversary
           Payment").

          8. All  references in the Purchase  Agreement to Sections  3.6.(a) and
3.6.(d) shall hereafter be deleted and all references in the Purchase  Agreement
to Sections 3.6.(b), 3.6.(c) and 3.6.(e) shall hereafter be to Sections 3.6.(a),
3.6.(b) and 3.6.(c), respectively.

          9. Section 6.9 of the Purchase  Agreement shall be amended by deleting
therefrom all references to "costs in excess of billings,"  "and costs in excess
of billings" and "and/or costs in excess of billings."

          10. In  settlement  of the amounts  due Buyer  under the  introductory
paragraph of Article 10 of the  Purchase  Agreement  (i.e.,  to  effectuate  the
Closing  as of the  close  of  business  on May 31,  1998),  Company  is  hereby
delivering  to Buyer a check  payable  to the  order of Buyer in the  amount  of
$49,878.36.

          11. New Section 12.12 of the Purchase Agreement shall be added to read
as follows:

                                      -2-

<PAGE>

               12.12.  Certain Definitions.  For purposes of this Agreement, the
          following terms have the meanings set forth below:

               "Buyer's Accountants" shall mean KPMG Peat Marwick LLP.

          12. The references to the "Agreement,"  "hereof," "hereunder" or words
of like import in the  Purchase  Agreement  shall be deemed,  from and after the
date of this  Addendum,  to  encompass  the  Purchase  Agreement  as amended and
supplemented by this Addendum.

          13. Defined terms used and not defined in this Addendum shall have the
same meaning assigned to them in the Purchase Agreement.

          14.  Except as  expressly  supplemented  and amended  pursuant to this
Addendum, all of the terms,  conditions and provisions of the Purchase Agreement
shall remain in full force and effect.

          15. This Addendum may be executed in counterparts,  each of which will
be deemed an original,  but all of which  together will  constitute  one and the
same instrument.

                                      -3-

<PAGE>


          IN WITNESS WHEREOF,  the parties hereto have executed this Addendum as
of the date and year first above written.

                                        NATIONAL RESEARCH CORPORATION
                                        ("Buyer")


                                        By: /s/ Michael Hays
                                            Name:  Michael Hays
                                            Title:    President and CEO


                                        HEALTHCARE RESEARCH SYSTEMS, LTD.
                                        ("Company")


                                        By: Stephen Strasser
                                            Name:  Stephen Strasser
                                            Title:    President

                                        MEMBERS:


                                        /s/ Stephen Strasser
                                        Stephen Strasser


                                        /s/ Donald Strasser
                                        Donald Strasser


                                        /s/ Peter Strasser
                                        Peter Strasser


                                        /s/ Charles L. Fabrikant
                                        Charles L. Fabrikant


                                        /s/ Fred C. Farkouh
                                        Fred C. Farkouh


                                        /s/ Charles Fabrikant
                                        Charles  Fabrikant,  as  trustee  of the
                                        Scott  Strasser 1995 Trust,  established
                                        under an agreement dated August 21, 1995

                                      -4-


<TABLE> <S> <C>


<ARTICLE>                     5
<LEGEND>
          THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED
          FROM THE CONDENSED FINANCIAL STATEMENTS OF NATIONAL RESEARCH
          CORPORATION AS OF AND FOR THE 9 MONTHS ENDED SEPTEMBER 30, 1998
          AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL 
          STATEMENTS.
</LEGEND>
<MULTIPLIER>                                   1,000
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                              DEC-31-1998
<PERIOD-START>                                 JAN-01-1998
<PERIOD-END>                                   SEP-30-1998
<CASH>                                         911
<SECURITIES>                                   12,304
<RECEIVABLES>                                  3,036
<ALLOWANCES>                                   78
<INVENTORY>                                    0
<CURRENT-ASSETS>                               17,787
<PP&E>                                         2,469
<DEPRECIATION>                                 738
<TOTAL-ASSETS>                                 24,180
<CURRENT-LIABILITIES>                          5,588
<BONDS>                                        113
                          0
                                    0
<COMMON>                                       7
<OTHER-SE>                                     17,933
<TOTAL-LIABILITY-AND-EQUITY>                   24,180
<SALES>                                        0
<TOTAL-REVENUES>                               13,050
<CGS>                                          0
<TOTAL-COSTS>                                  6,915
<OTHER-EXPENSES>                               7,193
<LOSS-PROVISION>                               15
<INTEREST-EXPENSE>                             5
<INCOME-PRETAX>                                (1,058)
<INCOME-TAX>                                   (90)
<INCOME-CONTINUING>                            (1,058)
<DISCONTINUED>                                 0
<EXTRAORDINARY>                                0
<CHANGES>                                      0
<NET-INCOME>                                   (181)
<EPS-PRIMARY>                                  (.02)
<EPS-DILUTED>                                  (.02)
        


</TABLE>


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