GIBSON GREETINGS INC
10-Q, 1997-05-09
CONVERTED PAPER & PAPERBOARD PRODS (NO CONTANERS/BOXES)
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                                     -1-
PAGE
<PAGE>
                                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 March 31, 1997

                                      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 0-11902


                            GIBSON GREETINGS, INC.


Incorporated under the laws                          IRS Employer
  of the State of Delaware                   Identification No. 52-1242761


                  2100 Section Road, Cincinnati, Ohio 45237

                   Telephone Number: Area Code 513-841-6600


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:  16,283,272 shares of  common
stock, par value $.01, outstanding at April 30, 1997.










                                     -2-
PAGE
<PAGE>
Part I. Item 1. Financial Statements
<TABLE>
                            GIBSON GREETINGS, INC.
                    CONDENSED CONSOLIDATED BALANCE SHEETS
               (Dollars in thousands except per share amounts)
                                 (Unaudited)
<CAPTION>

                                          March 31,   December 31,  March 31,
                                             1997         1996         1996
                                          ---------    ---------    ---------
<S>                                       <C>          <C>          <C>
ASSETS

CURRENT ASSETS:
  Cash and equivalents                    $ 113,863    $  98,155    $  48,910
  Trade receivables, net                     30,521       42,423       32,469
  Inventories                                62,753       65,069       69,012
  Income taxes receivable                        -            -        10,309
  Prepaid expenses                            2,676        2,958        3,667
  Deferred income taxes                      42,571       44,598       41,597
                                          ---------    ---------    ---------
    Total current assets                    252,384      253,203      205,964

PLANT AND EQUIPMENT, net                     90,246       92,649       89,573

DEFERRED INCOME TAXES                        17,478       16,592       14,986

OTHER ASSETS, net                            89,950       89,115      100,004
                                          ---------    ---------    ---------
                                          $ 450,058    $ 451,559    $ 410,527
                                          =========    =========    =========


LIABILITIES AND STOCKHOLDERS' EQUITY

CURRENT LIABILITIES:
  Debt due within one year                $   7,903    $   7,901    $   9,896
  Accounts payable                           12,915       13,420        9,597
  Income taxes payable                       12,632       15,816           -
  Other current liabilities                  77,308       81,438       69,415
                                          ---------    ---------    ---------
    Total current liabilities               110,758      118,575       88,908

LONG-TERM DEBT                               40,630       40,898       46,275

SALES AGREEMENT PAYMENTS DUE
 AFTER ONE YEAR                              13,936       14,274       17,299

OTHER LIABILITIES                            21,880       21,496       22,224
                                          ---------    ---------    ---------
      Total liabilities                     187,204      195,243      174,706
                                          ---------    ---------    ---------




                                     -3-
PAGE
<PAGE>
STOCKHOLDERS' EQUITY:
  Preferred stock, par value $1.00;
   5,000,000 shares authorized,
   none issued                                   -            -            -
  Preferred stock, Series A, par
   value $1.00; 300,000 shares
   authorized, none issued                       -            -            -
  Common stock, par value $.01;
   50,000,000 shares authorized,
   16,763,607 shares issued at March 31,
   1997, 16,708,059 shares issued at
   December 31, 1996 and 16,585,130
   shares issued at March 31, 1996              168          167          166
  Paid-in capital                            48,164       47,474       46,050
  Retained earnings                         219,828      213,755      197,385
  Foreign currency adjustment                   645          871       (1,829)
                                          ---------    ---------    ---------
                                            268,805      262,267      241,772
  Less treasury stock, at cost,
   494,601 shares                             5,951        5,951        5,951
                                          ---------    ---------    ---------
    Total stockholders' equity              262,854      256,316      235,821
                                          ---------    ---------    ---------
                                          $ 450,058    $ 451,559    $ 410,527
                                          =========    =========    =========
</TABLE>
[FN]
See accompanying notes to condensed consolidated financial statements.





























                                     -4-
PAGE
<PAGE>
<TABLE>

                            GIBSON GREETINGS, INC.
               CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS
               (Dollars in thousands except per share amounts)
                                 (Unaudited)
<CAPTION>

                                                         Three Months Ended
                                                             March 31,
                                                       ----------------------

                                                          1997         1996
                                                       ---------    ---------
<S>                                                    <C>          <C>
REVENUES                                               $  99,613    $  97,779
                                                       ---------    ---------
COSTS AND EXPENSES

  Operating expenses:

    Cost of products sold                                 36,214       34,338

    Selling, distribution and
     administrative expenses                              52,034       52,207
                                                       ---------    ---------
      Total operating expenses                            88,248       86,545
                                                       ---------    ---------
OPERATING INCOME                                          11,365       11,234
                                                       ---------    ---------
  Financing expenses, net:

    Interest expense                                       2,254        2,147
    Interest income                                       (1,448)        (658)
                                                       ---------    ---------
      Total financing expenses, net                          806        1,489
                                                       ---------    ---------
INCOME BEFORE INCOME TAXES                                10,559        9,745

  Income tax provision                                     4,486        4,149
                                                       ---------    ---------
NET INCOME                                             $   6,073    $   5,596
                                                       =========    =========
Net income per share                                   $    0.36    $    0.34
                                                       =========    =========
Dividends per share                                    $      -     $      -
                                                       =========    =========

</TABLE>
[FN]
See accompanying notes to condensed consolidated financial statements.






                                     -5-
PAGE
<PAGE>
<TABLE>
                            GIBSON GREETINGS, INC.
               CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS
                            (Dollars in thousands)
                                 (Unaudited)
<CAPTION>
                                                         Three Months Ended
                                                             March 31,
                                                       ----------------------

                                                          1997         1996
                                                       ---------    ---------
<S>                                                    <C>          <C>
CASH FLOWS FROM OPERATING ACTIVITIES:
  Net income                                            $  6,073    $   5,596
                                                       ---------    ---------
  Adjustments to reconcile net income to net
   cash provided by operating activities:
    Depreciation including write-down of display
     fixtures                                              5,517        5,482
    Loss on disposal of plant and equipment                  323          337
    Deferred income taxes                                  1,141        3,173
    Amortization of deferred costs and intangibles
     and write-down of deferred costs                      6,226        6,295
    Change in assets and liabilities:
     Decrease in trade receivables, net                   11,902       14,151
     (Increase) decrease in inventories                    2,316         (709)
     Decrease in income tax receivable                        -           389
     Decrease in prepaid expenses                            282          387
     Increase in other assets, net of amortization        (7,061)        (845)
     Increase (decrease) in accounts payable                (505)       1,602
     Decrease in income taxes payable                     (3,184)          -
     Decrease in other current liabilities                (4,130)      (2,227)
     Increase (decrease) in other liabilities                 46         (998)
    All other, net                                           (11)          34
                                                       ---------    ---------
      Total adjustments                                   12,862       27,071
                                                       ---------    ---------
        Net cash provided by operating activities         18,935       32,667
                                                       ---------    ---------
CASH FLOWS FROM INVESTING ACTIVITIES:
  Purchase of plant and equipment                         (3,706)      (4,722)
  Proceeds from sale of plant and equipment                   54           83
  Collection of note receivable from sale of
   Cleo, Inc.                                                 -        24,574
                                                       ---------    ---------
        Net cash provided by (used in)
         investing activities                             (3,652)      19,935
                                                       ---------    ---------








                                     -6-
PAGE
<PAGE>
CASH FLOWS FROM FINANCING ACTIVITIES:
  Net decrease in short-term borrowings                       -       (18,998)
  Payments on long-term debt                                (266)        (258)
  Issuance of common stock                                   691            9
                                                       ---------    ---------
        Net cash provided by (used in)
         financing activities                                425      (19,247)
                                                       ---------    ---------
NET INCREASE IN CASH AND EQUIVALENTS                      15,708       33,355

CASH AND EQUIVALENTS AT BEGINNING OF PERIOD               98,155       15,555
                                                       ---------    ---------
CASH AND EQUIVALENTS AT END OF PERIOD                  $ 113,863    $  48,910
                                                       =========    =========

Supplemental disclosure of cash flow information:
  Cash paid during the period for:
    Interest                                           $      78    $     203
    Income taxes                                           6,528          588

</TABLE>
[FN]
See accompanying notes to condensed consolidated financial statements.


































                                     -7-
PAGE
<PAGE>
                            GIBSON GREETINGS, INC.
             NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS
                  Three Months Ended March 31, 1997 and 1996
                   (In thousands except per share amounts)
                                 (Unaudited)

Note 1 - Basis of Presentation

The accompanying unaudited condensed consolidated financial statements include
the accounts  of Gibson  Greetings, Inc.  and its  subsidiaries (the Company).
Intercompany transactions and balances have been eliminated in  consolidation.
The unaudited condensed consolidated  financial statements have been  prepared
in  accordance  with  Article  10-01  of  Regulation S-X of the Securities and
Exchange Commission and, as such,  do not include all information  required by
generally accepted  accounting principles.   However,  in the  opinion of  the
Company, these  financial statements  contain all  adjustments, consisting  of
only normal recurring adjustments,  necessary to present fairly  the financial
position as  of March  31, 1997,  December 31,  1996 and  March 31,  1996, the
results of its operations for the  three months ended March 31, 1997  and 1996
and its cash flows for  the three months ended March  31, 1997 and 1996.   The
accompanying  financial  statements  should  be  read  in conjunction with the
consolidated financial statements and notes thereto included in the  Company's
Annual Report on Form 10-K for the year ended December 31, 1996.

The  Financial  Accounting  Standards  Board  recently  issued  Statement   of
Financial  Accounting  Standards  No.  128  -  "Earnings  Per Share," which is
effective for financial statements for both interim and annual periods  ending
after December 15, 1997.   Early adoption of  the statement is not  permitted.
The Company has applied this statement on a pro forma basis to the 1996  first
quarter  and  annual  results  and  to  the  1997  first  quarter  results and
determined that the adoption of this  statement would not have had a  material
impact on the earnings per share calculations for these periods.


Note 2 - Seasonal Nature of Business

Because  of  the  seasonal  nature  of  the  Company's  business,  results  of
operations for  interim periods are not necessarily  indicative of results for
the full year.


Note 3 - Trade Receivables

Trade receivables consist of the following:

                                          March 31,   December 31,  March 31,
                                             1997         1996         1996
                                          ---------   -----------   ---------
Trade receivables                         $  84,094    $ 101,712    $  84,320

Less reserve for returns,
  allowances, cash discounts
  and doubtful accounts                      53,573       59,289       51,851
                                          ---------    ---------    ---------
                                          $  30,521    $  42,423    $  32,469
                                          =========    =========    =========

                                     -8-
PAGE
<PAGE>
Note 4 - Inventories

Inventories consist of the following:

                                          March 31,   December 31,  March 31,
                                             1997         1996         1996
                                          ---------    ---------    ---------
Finished goods                            $  46,196    $  47,666    $  51,328
Work-in-process                               9,696       11,710       10,329
Raw materials and supplies                    6,861        5,693        7,355
                                          ---------    ---------    ---------
                                          $  62,753    $  65,069    $  69,012
                                          =========    =========    =========


Note 5 - Net Income Per Share

The  weighted  average  number  of  shares  of  common  stock  and equivalents
outstanding used in computing net income per share is as follows:


                                                       1997          1996
                                                    ----------    ----------
Three months ended March 31,                            16,745        16,285
                                                    ==========    ==========
































                                     -9-
PAGE
<PAGE>
Note 6 - Legal Matters

In July 1994, immediately following the Company's announcement of an inventory
misstatement at  Cleo, which  resulted in  an overstatement  of the  Company's
previously reported 1993 consolidated net income, five purported class actions
were commenced by certain stockholders.   These suits were consolidated  and a
Consolidated  Amended  Class  Action  Complaint  against the Company, its then
Chairman,  President  and  Chief  Executive  Officer, its then Chief Financial
Officer and the former President and Chief Executive Officer of Cleo was filed
in October 1994 in the United States District Court for the Southern  District
of Ohio  (In Re  Gibson Securities  Litigation).   In August  1996, the  Court
reconsidered its prior rulings and certified the case as a class action.   The
latest Complaint alleges violations of  the federal securities laws and  seeks
unspecified damages  for an  asserted public  disclosure of  false information
regarding the  Company's earnings.   The  Company intends  to defend  the suit
vigorously and has filed motions to  dismiss and for summary judgement on  the
latest complaint and  a Third Party  Complaint against its  former auditor for
contribution against any judgment adverse to the Company.  The case  currently
is scheduled to be tried in June 1997.

The  Company  presently  is  unable  to  predict  the  effect  of the ultimate
resolution  of  the  matter  described  above  upon  the  Company's results of
operations  and  cash  flows;  as  of  this date, however, Management does not
expect that such resolution would result in a material adverse effect upon the
Company's total net worth, although a substantially unfavorable outcome  could
be material to such net worth.

Three lawsuits in the New  Castle County, Delaware Court of  Chancery (Crandon
Capital Partners v. Cooney, et al., Weiss v. Lindberg, et al. and Krim, et al.
v. Pezzillo, et al.), disclosed in previous filings (see the Company's  annual
report on  Form 10-K  for the  year ended  December 31,  1996), all  have been
dismissed without prejudice.  No consideration was paid by the Company or  any
of the other defendants.

In addition, the  Company is a  defendant in certain  other routine litigation
which is not expected to result in a material adverse effect on the  Company's
net worth, total cash flows or operating results.




















                                     -10-
PAGE
<PAGE>
Part I. Item 2. Management's Discussion and Analysis of Results of  Operations
and Financial Condition


Results of Operations

Effective  August  31,  1996,  the  Company  liquidated its Mexican subsidiary
Gibson de Mexico S.A. de C.V.  (Gibson de Mexico).  The operating results  for
Gibson  de  Mexico  are  included  in  the  first quarter of 1996, but are not
material to the consolidated results of operations.


Results of Operations - Three Months Ended March 31, 1997 Compared with  Three
Months Ended March 31, 1996

Revenues in the  first quarter of  1997 increased 1.9%  to $99.6 million  from
revenues of $97.8 million  in the first quarter  of 1996 reflecting growth  at
The  Paper  Factory  of  Wisconsin,  Inc.    (The Paper Factory) and increased
international card sales  partially offset by  a decline in  domestic greeting
card net sales.  The decline in domestic card sales reflects a volume decrease
due  to  previously  announced  losses  of  greeting card customers and higher
returns and allowances, partially offset by new rooftops and increased selling
prices.  Overall,  returns and allowances  were 21.8% of  sales for the  three
months ended March 31,  1997 compared to returns  and allowances of 21.3%  for
the  comparable  period  in  1996  reflecting  increased seasonal and everyday
return and allowance provisions  for domestic and international  greeting card
sales.  The Company continues to face strong competitive pressures with regard
to both price and terms of sale.

Total  operating  expenses  were  $88.2  million  in the first quarter of 1997
representing  a  2.0%  increase  from  the  total  operating expenses of $86.5
million in the first quarter of 1996.   Cost of products sold as a  percent of
revenues was 36.4% for the first  quarter of 1997 versus cost of  product sold
as a percent of revenues of 35.1% for the first quarter of 1996.  The increase
was  primarily  due  to  the  sales  mix between operating units combined with
higher costs at The Paper  Factory.  Selling, distribution and  administrative
expenses as a  percent of revenues  were 52.2% for  the first quarter  of 1997
versus 53.4% for  the first quarter  of 1996 primarily  due to the  accrual of
certain one-time contractual  termination costs and  related expenses for  the
Company's former  Chief Executive  Officer in  the first  quarter of  1996 and
reduced bad debt expense at the  Card Division for the first quarter  of 1997.
These were offset by increased  selling and marketing expenses related  to new
products in both domestic and international operations and growth at The Paper
Factory.

Interest expense, net reflected increased interest income on invested balances
in the first quarter of 1997 compared to the first quarter of 1996.

Pretax income  for the  first quarter  of 1997  was $10.6  million compared to
pretax income for the  first quarter of 1996  of $9.7 million.   The effective
income  tax  rate  was  42.5%  for  the  first  quarter of 1997 compared to an
effective income tax rate of 42.6% for the first quarter of 1996.

Net income for the  first quarter of 1997  was $6.1 million compared  with net
income of $5.6 million for the comparable period in 1996.


                                     -11-
PAGE
<PAGE>
Liquidity and Capital Resources

Cash provided by operating activities for  the first three months of 1997  was
$18.9 million  compared to  $32.7 million  for the  comparable period in 1996.
The decrease from 1996 reflected a reduction in trade receivables  outstanding
at the beginning of the year, payments to customers under sales agreements and
payment of income taxes, partially offset by a decrease in inventory levels.

Cash  used  in  investing  activities  in  the  first quarter of 1997 was $3.7
million compared to cash provided by investing activities of $19.9 million  in
the  first  quarter  of  1996.    Cash used in investing activities represents
capital expenditures for the first quarter of 1997.  The reduction in  capital
expenditures for the first quarter 1997 compared to the first quarter of  1996
represents the timing of capital projects.  Capital expenditures for 1997  are
expected  to  be  comparable  to  1996  levels.    Cash  provided by investing
activities for the first quarter of  1996 included the collection of the  note
receivable of $24.6 million from the  sale of Cleo, Inc., a former  subsidiary
of the Company which was sold in mid-November 1995.

Cash provided  by financing  activities for  the three  months ended March 31,
1997 was $.4 million  compared to cash used  by financing activities of  $19.2
million in the comparable period of  1996.  The change reflects no  short-term
borrowings  at  December  31,  1996  compared  to  the repayment of short-term
borrowings outstanding at December 31, 1995.

Effective April 22,  1997, the Company  entered into a  $40.0 million, 364-day
revolving  bank  credit  line  that  will  be utilized, if needed, for working
capital purposes.  This credit  line replaces the previous agreement  that was
due to expire in late April 1997.

Under the terms of its Senior  Note Agreement, the Company provided notice  to
the  Noteholders  on  April  29,  1997  that  it  will  prepay $7.1 million in
principal, without premium, on June 2,  1997.  This payment is in  addition to
the $7.1 million  principal amount the  Company is required  to pay under  the
Note Agreement.  As a result of these payments and prior retirements of Notes,
all Notes will be repaid no later than June 1999.

In early May 1997, the Company decided  to seek a buyer for The Paper  Factory
chain of retail outlets.  The decision is a strategic one and is based on  the
determination that the Company should  focus on its core business  of greeting
cards and related  products.  One  desired condition of  the sale is  that the
Company receive a long-term contract  to supply The Paper Factory  stores with
product.  A final decision to proceed  with any sale will depend on whether  a
suitable price and terms of sale can be agreed upon with any potential buyer.

The Company is carrying significant cash balances.  Other than the Senior Note
prepayment discussed above, there currently are no commitments for the use  of
this cash, however, Management  is evaluating various alternatives,  including
strategic acquisitions related to its core business.








                                     -12-
PAGE
<PAGE>
Management believes that its cash flow from operations and credit sources will
provide adequate funds,  both on a  short-term and on  a long-term basis,  for
currently  foreseeable  debt  payments,  lease  commitments and payments under
existing customer agreements,  as well as  for financing existing  operations,
currently  projected   capital  expenditures,   anticipated  long-term   sales
agreements consistent with industry trends and other contingencies.  (See Note
6 of Notes to Condensed Consolidated Financial Statements)

Except for the historical information contained herein, the matters  discussed
in  this  report  are  forward-looking  statements  which  involve  risks  and
uncertainties,   including   but   not   limited   to  economic,  competitive,
governmental  and  technological  factors  affecting the Company's operations,
markets, products, services and prices.












































                                     -13-
PAGE
<PAGE>
Part II. Other Information

Item 1. Legal Proceedings

The  information  presented  in  Note  6  of  Notes  to Condensed Consolidated
Financial  Statements  (Part  I.  Item  1.)  is  incorporated  by reference in
response to this Item.

Item 2. Changes In Securities

Not applicable.

Item 3. Defaults Upon Senior Securities

Not applicable.

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

Not applicable.

Item 5. Other Information

Not applicable.

Item 6. Exhibits and Reports on Form 8-K

a)  Exhibit 27              Financial Data Schedule (contained in EDGAR filing
                            only).


b)  Reports on Form 8-K     None.


























                                     -14-
PAGE
<PAGE>

                                   SIGNATURES


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

                                       GIBSON GREETINGS, INC.


Date:   May 9, 1997                     By:/s/ Frank J. O'Connell
                                           -----------------------
                                          Frank J. O'Connell
                                          Chairman, President and
                                          Chief Executive Officer


                                        By:/s/ Paul W. Farly
                                           -----------------------
                                           Paul W. Farley
                                           Vice President - Controller and
                                           Assistant Treasurer
                                           Principal Accounting Officer

































                                     -15-
PAGE
<PAGE>

<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
This schedule  contains summary  financial information  extracted from  Gibson
Greeting, Inc.'s Quarterly Report on Form 10-Q for the quarter ended March 31,
1997,  and  is  qualified  in  its  entirety  by  reference  to such financial
statements.
</LEGEND>
<MULTIPLIER> 1000
       
<S>                             <C>
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          DEC-31-1997
<PERIOD-END>                               MAR-31-1997
<CASH>                                          113863
<SECURITIES>                                         0
<RECEIVABLES>                                    84094
<ALLOWANCES>                                     53573
<INVENTORY>                                      62753
<CURRENT-ASSETS>                                252384
<PP&E>                                          183134
<DEPRECIATION>                                   92888
<TOTAL-ASSETS>                                  450058
<CURRENT-LIABILITIES>                           110758
<BONDS>                                              0
<COMMON>                                           168
                                0
                                          0
<OTHER-SE>                                      262686
<TOTAL-LIABILITY-AND-EQUITY>                    450058
<SALES>                                          99613
<TOTAL-REVENUES>                                 99613
<CGS>                                            36214
<TOTAL-COSTS>                                    88248
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                2254
<INCOME-PRETAX>                                  10559
<INCOME-TAX>                                      4486
<INCOME-CONTINUING>                               6073
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                      6073
<EPS-PRIMARY>                                      .36
<EPS-DILUTED>                                      .36
        

</TABLE>


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