ACXIOM CORP
10-K, 1996-06-26
COMPUTER PROCESSING & DATA PREPARATION
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D. C. 20549

                                    FORM 10-K

(Mark One)

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

                    For the fiscal year ended March 31, 1996

                                       OR

[  ]    TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
        EXCHANGE ACT OF 1934 [NO FEE REQUIRED]

        For the transition period from __________ to __________.

                         Commission file number 0-13163

                               ACXIOM CORPORATION
             (Exact name of registrant as specified in its charter)



         DELAWARE                                    71-0581897
         (State or other jurisdiction                (I.R.S. Employer
         of incorporation or organization)           Identification No.)

         P.O. BOX 2000, 301 INDUSTRIAL BOULEVARD,
         CONWAY, ARKANSAS                                     72033-2000
         (Address of principal executive offices)             (Zip Code)

         (Registrant's telephone number, including area code)(501) 336-1000

          Securities registered pursuant to Section 12(b) of the Act: None

          Securities  registered  pursuant to Section 12(g) of the Act:

                          Common Stock, $.10 Par Value
                                (Title of Class)

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 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. [  ]

The  aggregate  market value of the voting stock held by  non-affiliates  of the
registrant,  based upon the closing sale price of the registrant's Common Stock,
$.10 par value per share, as of June 10, 1996 as reported on the Nasdaq National
Market,  was approximately  $455,455,033.  (For purposes of determination of the
above stated amount only, all directors,  officers and 10% or more  shareholders
of the registrant are presumed to be affiliates.)

The number of shares of Common Stock,  $.10 par value per share,  outstanding as
of June 10, 1996 was 25,414,443.



<PAGE>


                       DOCUMENTS INCORPORATED BY REFERENCE

         Portions of the  registrant's  Annual  Report to  Shareholders  for the
fiscal year ended March 31, 1996 ("Annual Report") are incorporated by reference
into Parts I and II.

         Portions of the Proxy  Statement for the Annual Meeting of Shareholders
to be held July 24, 1996 ("1996 Proxy  Statement") are incorporated by reference
into Part III.

                    FORWARD-LOOKING STATEMENTS OR INFORMATION

         Certain statements  identified as "forward-looking  statements" in this
Form 10-K are not based on  historical  facts,  but are,  instead,  based upon a
number of assumptions  concerning future conditions that may ultimately prove to
be inaccurate.  Actual events and results may materially differ from anticipated
results  described in such  statements.  The  Company's  ability to achieve such
results  is  subject  to certain  risks and  uncertainties,  including,  but not
limited to, adverse business  conditions in the industries served by the Company
and the general  economy,  competition,  new laws and regulations  impacting the
services the Company  provides,  and other risk factors  affecting the Company's
business beyond the Company's control.

                                     PART I

Item 1.  Business

General

         The Company's  traditional business is the provision of data processing
and related computer-based services to direct marketing organizations and to the
marketing  departments of large corporations in the United States and the United
Kingdom. The Company is also in the preliminary planning stages of investigating
the  possibility  of  providing   similar  services  and  software  products  to
organizations in other countries, including the Pacific Rim.

         Since  its  inception  in 1969,  the  Company  has  evolved  into  what
management  believes,  based upon its  knowledge of the  industry,  is a leading
provider of computer-based  marketing information services. The Company offers a
broad range of services  and data to direct  marketers  and to other  businesses
which  utilize  direct  marketing  techniques  such as direct mail  advertising,
database  marketing  and mining of data  warehouses.  The  Company  assists  its
customers with the marketing process, from project design, to list brokering and
management,  to list cleaning, list enhancement and list production, to database
creation and management, to fulfillment and consumer response analysis.

         The  Company   also  offers   outsourcing/facilities   management   and
information  management services whereby the Company manages the data processing
and  information  systems  functions  for  its  customers.  Such  customers  and
prospects include  traditional  direct marketing  companies as well as companies
which manage information about households and businesses. Management anticipates
that  delivery of data and  information  products will continue to expand during
the  foreseeable  future,  and that such services will  increasingly  generate a
greater  percentage of the Company's  revenue.  See "The Company's  Products and
Services," below.

         The Company was  incorporated  in  Delaware  in 1983 and  succeeded  by
merger to the  business of Conway  Communications  Exchange,  Inc.,  an Arkansas
corporation incorporated in 1969 as Demographics, Inc., which thereafter changed
its name to Conway Communications Exchange, Inc. Effective upon the 1983 merger,
the  Company  operated as CCX  Network,  Inc.  until 1988,  when the name Acxiom
Corporation  was  adopted.  The  Company's  headquarters  are located in Conway,
Arkansas.

         Two  acquisitions  were completed by the Company during the past fiscal
year. On July 14, 1995, the Company purchased the outstanding stock of Generator
Datamarketing  Limited  ("Generator").   Generator,  located  in  Hertfordshire,
England,  provides data and database marketing software and processing  services
to its  customers.

<PAGE>

These  services are  being combined  with those  of Acxiom   U.K.  Limited,  the
Company's U.K.  subsidiary.  The  Company believes  that  the acquisition   will
benefit both  operations by combining  the Company's  back-end volume processing
capability and customer  service  strength with  Generator's front-end  decision
support and sales  capabilities and data.  On  August 25,  1995,   the   Company
acquired  all  of  the  outstanding   capital  stock  of  each  of DataQuick(TM)
Information Systems and DQ  Investment Corporation  (collectively, "DataQuick").
With headquarters in San Diego,  California,  DataQuick  provides real  property
information  to  support a broad  range   of  applications   including marketing
appraisal, real estate,  banking,  mortgage and  insurance.  This information is
distributed on-line and via CD-ROM, list services, and  microfiche.  The Company
believes that  DataQuick's  real estate data,  combined  with the data which the
Company already offers through  InfoBase(TM) (see below) provides  opportunities
in a variety of  applications for  the Company's  customers, particularly in the
insurance  and  finance sections.  See  "The Company's  Products  and Services,"
below.

         Most recently, the Company completed two additional acquisitions, which
became effective in April 1996. The Company  purchased  substantially all of the
assets and assumed certain  liabilities of Direct  Media(TM)/DMI,  Inc.  ("DMI")
effective as of April 1, 1996. DMI, the largest list  management  company in the
United  States  and one of the  largest  list  brokers  as well,  provides  list
brokerage,  management  and  consulting  services  to  business-to-business  and
consumer list owners and mailers.  On April 9, 1996, the Company acquired all of
the  outstanding  capital stock of Pro CD(TM),  Inc.  ("Pro CD"), a publisher of
reference software on CD-ROM.  Pro CD is a market-leading  provider of telephone
and mapping data, including the Select Phone(TM) CD-ROM product, to the consumer
and  small  office/home  office  markets.  See  "Recent  Developments"  and "The
Company's Products and Services," below.

         The Company has traditionally  relied heavily upon the use of mainframe
hardware  that is one  generation  old for batch  processing,  but more  current
technology for on-line processing.  While it expects to continue to do so in the
future,  it is  nevertheless  constantly  seeking  more  cost-effective  ways to
deliver its services.  During fiscal year 1995, the Company  introduced  several
new  strategies  into its processing  environment:  (1) several of the Company's
core  application  systems  products  were  re-engineered  to run on a  parallel
processing  architecture,  thereby allowing the Company to significantly  reduce
its  processing  cycle time and  improve  the  scalability  of its  legacy  list
processing  application  (the Company  plans to  re-engineer  much of its legacy
software to run on parallel servers);  (2) dedicated stand-alone mainframes have
been  utilized as attached  processors to the  Company's  computing  enterprise,
resulting in the ability to off-load high volume list  processing work onto cost
efficient data processing  platforms;  and (3) the Company has installed a Local
Area Network ("LAN") system and implemented  extensive use of personal computers
("PCs") as front-end  client  workstations.  The latter  improvement  provides a
graphical  user interface  ("GUI")  front-end use capability to all internal and
customer  applications,  as well as the  ability to  institute  a  client/server
architecture within the Company's existing computing enterprise.

The Company's Products and Services

         Mailing List  Processing  Services.  The services  described below have
historically  formed the core of the Company's  business and will continue to be
important to its operations:

         The Company offers data  processing and related  services to the direct
marketing  industry  and to a variety of other  businesses.  With respect to the
Company's traditional business, management believes, based upon its knowledge of
the industry,  that the Company is one of the leading  suppliers of  information
services to the direct marketing  industries in the United States and the United
Kingdom,  offering  companies  that use  direct  marketing  access to  extensive
customer lists and databases of  information,  as well as providing a wide range
of services  that permit  customers to precisely  tailor their  mailing lists in
accordance with specifically targeted marketing plans.

         The Company  provides  computer-based  targeted  marketing  support for
direct  marketers,  which support consists of planning and project design,  list
cleaning,  list  enhancement,  list order  fulfillment,  database  services  and
response  analysis.  Rather than focusing solely upon direct marketing  programs
designed to obtain new business  prospects  for its  customers,  the Company has
begun to build  marketing  databases  which  enable its  customers to focus upon
their  existing  clientele.  Such  databases  allow a marketer  to  analyze  its
customers' buying habits, and to narrowly target advertising  campaigns to those
customers who are most likely to respond.  In addition, the Company 

<PAGE>

offers integrated data  processing  software  systems and  enhancement  services
which provide its customers with rapid access to marketing information housed at
the Company's Conway, Arkansas and Sunderland, England locations.

         An integral  aspect of the Company's  traditional  business is offering
its customers  access to extensive  customer lists and databases of information.
The Company acts as a link  between  those who own or manage lists and those who
buy or use lists for direct marketing purposes. The list owners could remove the
lists from the Company's  possession,  and if a substantial number of lists were
removed,  a material adverse impact upon the Company's  operations could result.
However,  management  believes  that any such  actions are  unlikely in that the
value of the lists are enhanced through  manipulation by the Company's  software
and through combination with other lists. In addition, few list owners utilizing
the  Company's  services  in  the  past  have  removed  their  lists.  Moreover,
management  believes that the Company's  recent  acquisition of DMI will further
solidify  the  Company's   relationship  with  the  list  owners.   See  "Recent
Developments," below.  Consequently,  based upon its knowledge of the operations
of its competitors and its customers,  management  believes that the Company has
been entrusted with the largest aggregation of names, addresses and related data
available to the direct marketing  industry and to other businesses,  in that it
maintains   and  updates  over  550  databases   owned  by  others,   comprising
approximately  3 billion  name and  address  records,  all of which  records are
available to authorized customers.

         Database,  Data  Warehousing  and  Decision  Support  Services.  Direct
marketing  programs  require the analysis and  segmentation  of large amounts of
data on past  customers  and known  marketplace  prospects  to identify  desired
purchasing characteristics. Using advanced technology, the Company can integrate
the diversified databases of its customers into a single database. Then external
InfoBase data,  consisting of demographic,  behavioral and comparative  customer
information, is overlayed to created a unified customer database. The customer's
information then becomes accessible and actionable  enterprise-wide  through the
Company's  proprietary desktop tools and services.  Typically,  decision support
involves the ability to extract  user-defined  segments from an  aggregation  of
data ("data warehouse") via a query capability and then to profile and/or report
on a data  segment,  as well as the ability to perform more  detailed  analysis.
From the resulting  information,  specific  targeted  marketing  strategies  and
personalized   communications   can  be  generated.   Through  a  national  data
communications network in the United States, the Company provides access to data
warehouse  information to drive decision support strategies for direct marketing
organizations. The Company also provides several decision support software tools
and services  which are designed to provide  customers with access to their data
warehouse  resources  and to  further  allow them to design  and  execute  their
strategic  marketing  initiatives.  The Company expanded its architecture during
the  past  fiscal  year  to  include  the  decision   support  software  systems
environment.  In this  area,  the  Company  offers  custom  systems  integration
services  that may  combine the  Company's  software  with third party  software
products to provide a customized  decision support solution for a customer or an
industry.

         The Company's  primary  vehicle for rapid delivery of these services is
its data  communications  network  ("Network")  through  which direct  marketing
customers  receive  authorized  access  to lists  and  databases  housed  at the
Company's  Conway,  Arkansas  location.  Customers  are connected to the Network
through  either  Company-owned  terminal  devices  furnished  to the customer or
through customer-owned  equipment. The Network is composed of dedicated,  leased
data communication  lines which link approximately  2,100 customer work stations
and printers at 170 U.S.  sites,  computer-to-computer  links to  customers  and
communication  to remote data centers located in the U.S. and U.K.  connected to
the Network's central computer in Conway.  Management  believes that the Company
has  one of  the  largest  capacities  for  database  management,  mailing  list
processing  and  networking in the industry.  Through the Network,  lists may be
interrogated and regrouped with marketing  information selected by the customer,
including geographic, demographic,  psychographic and previous consumer response
data,  so as to create the desired  universe  of names.  The  customer  can then
create,  select,  merge  and  enhance  the lists  available  to it for even more
precise market  segmentation,  thus enabling each mailing program to be tailored
for a carefully  targeted sales  audience.  Upon a customer's  request,  mailing
lists and labels of the  composed  universe of names can then be produced by the
Company for the customer's use.

         To  accommodate  a  balanced   distribution   of  processes  among  the
client/server technology,  decision support systems and mainframes,  the Company
is in the process of implementing an industry standard network environment where
these  processes can easily  interface  across the disparate  platforms and even
into the Company's customers'  environments.  This network environment is called
TCP/IP (Transmission  Control  Protocol/Internet  Protocol).

<PAGE>

TCP/IP is a common protocol used in most private networks today, including those
of the Company's customers.  The Company will use the TCP/IP protocol to deliver
its  products, such as  Acxiom MarketGuide(TM),  as well as to perform  internal
processing  within the  Company.   The  Company  is  writing  a   Communications
Application Program Interface ("API") in order to allow  the  Company's  current
applications to interface with the TCP/IP protocol.  When complete, the API will
substantially  replace  the  Company's  existing  object  request broker ("ORB")
technology.  With the TCP/IP protocol, the Company can easily tie  its  business
processes  (mainframe  and  server  based)  to  its  products in  its customers'
environments as well as its local environments.

         Based upon the Generator acquisition and a joint venture agreement with
the Boston-based consulting firm of Grant & Partners Limited Partnership ("Grant
& Partners"),  the Company is now positioned to offer several front-end decision
support  software  products  for its current  customer  base,  as well the small
business  market.  The  acquisition  of Generator  provides the Company with the
opportunity to market Generator's  Rapidus(TM) decision support software product
in the United States. Rapidus allows users with even minimal training to extract
information   from  large   databases  via  desktop   computers.   In  addition,
Acxiom/Exchange Marketing Services ("AEMS"), a joint venture between the Company
and Grant & Partners which was finalized in October 1995, has begun marketing of
additional decision support software products.  The Company further expanded its
decision  support  services  during the past  fiscal  year to include  strategic
alliances  with a number of third party  hardware and software  vendors.  Formal
business  alliances with  Oracle(TM),  Redbrick(TM)  and Arbor  Essbase(TM)  are
designed to bring  significant  additional  decision  support  software  systems
capability to the Company's customers.

         Outsourcing/Facilities  Management Services.  For the past seven years,
the Company has  provided  "outsourcing"  or  "facilities  management"  services
whereby the Company manages a customer's data center and/or provides information
systems functions, both on-site at the customer's location and remotely from the
Company's  Conway,  Arkansas  data center.  In several of these  instances,  the
Company has licensed certain of its software to its customers,  and has involved
certain of its  customers as partial  underwriters  of and  participants  in its
research and development  efforts.  The two largest  customers of the Company in
fiscal 1996 are in this category.

         Under the Company's  August 31, 1992 data center  management  agreement
with Trans Union  Corporation  ("Trans Union"),  one of the three largest credit
bureaus in the U.S., the Company,  through its  subsidiary  Acxiom CDC, Inc., is
managing Trans Union's data processing center in Chicago,  Illinois,  for annual
fees of approximately $25 million for the existing base capacity,  with revenues
to be adjusted in the future for changes in Trans Union's capacity requirements.
In August  1994,  the Company  and Trans Union  agreed to extend the data center
management  agreement  through  August  2002,  its full term of ten  years.  For
additional  discussion,  this  information  appears  in Note 10 of the  Notes to
Consolidated Financial Statements in the Company's Annual Report at p. 38, which
information is incorporated herein by reference. In addition, in December 1994 a
marketing  services agreement was executed between the Company and Trans Union's
Marketing Services Division. Under the marketing services agreement, the Company
provides  all of the  data  processing  services  for  Trans  Union's  Marketing
Services Division.  Management  anticipates aggregate revenues in excess of $175
million over the eight-year life of the contract.  The preceding  statement is a
"forward-looking  statement" for purposes of this Report and is qualified by the
cautionary language that appears under the heading  "Forward-Looking  Statements
or Information."

          Under a five-year information management agreement dated September 14,
1992 with Allstate  Insurance  Company  ("Allstate"),  the Company,  through its
subsidiary,  Acxiom  RM-Tools,  Inc.  ("Acxiom RM-T") (see discussion  below) is
managing the outside  purchasing  and internal  processing  of the consumer data
Allstate uses for the underwriting of its lines of automobile  insurance.  These
functions were previously handled through Allstate's  twenty-eight (28) regional
offices. The savings which result from the Company's management of this data are
shared  equally by the Company and Allstate.  Under the  agreement,  the Company
provides  software  systems  and  database  management  for  Allstate  to use in
connection  with new auto  insurance  policies  across  the  United  States.  In
addition,  Allstate  uses  software  systems  developed  by the  Company to help
evaluate  auto policy  renewals and to market  various types of insurance to new
and existing  customers.  Allstate  has the right to obtain a  non-transferable,
non-exclusive  license to the  Company's  core  software  utilized in processing
Allstate's data, the Acxiom  RM-Tools(SM) software product,  upon payment of the
Company's  standard  software  license  fee.  In January  1995 the  Company  and
Allstate  signed an  agreement  to make the Acxiom  RM-Tools  software  product,
developed  by the Company and  Allstate,  accessible  for use by other  personal
lines  property and casualty  risk  insurers.  Through  this  software  product,
insurers  have access to an  information  package that  includes  motor  vehicle
registration,  automatic claims history, driver information, financial stability
information,  vehicle verifications,  property telephone  inspections,  property
replacement  costs and property claims history.  It is expected that utilization
of this product will  streamline the  underwriting  process for these  insurers,
reduce their  expenses and lower their data  acquisition  costs.  Like the Trans
Union agreement,  the agreements with Allstate are in keeping with the Company's
strategy to obtain long-term,  large-volume contracts which generate predictable
revenue. During the past fiscal year, Allstate accounted for approximately $55.8
million of the Company's total revenues.

         Through  Acxiom  RM-T,  the  Company is pursuing  contracts  with other
insurance  companies  whereby Acxiom RM-T would provide  information  management
services  to  assist  with  the  insurers'  risk  management,  underwriting  and
marketing  functions.  In 1994, Acxiom RM-T entered into a Software  Development
and Joint Sales  Agreement  with Fair,  Isaac and Company,  Incorporated  ("Fair
Isaac"),  a leading developer of scoring technology for the insurance and credit
industries.  Together,  the two  companies  offer  risk  management  information
services to the  insurance  industry.  The Company and Fair Isaac are  currently
developing  demographic  marketing  scorecards for the personal lines  insurance
industry segment.

         The Company  entered into an agreement,  effective  April 1, 1995, with
Automatic Data  Processing  ("ADP").  Pursuant to the agreement,  ADP outsourced
certain of its ADP Claims Solutions Group,  Inc.'s data processing  functions to
the Company.  These  functions  were  transferred by the Company from Ann Arbor,
Michigan to the Company's Conway,  Arkansas  facilities in August 1995. The term
of the agreement is five (5) years, although ADP has the option to terminate the
agreement at the end of the second year of the agreement,  subject to a $210,000
penalty  provision.  Annual revenues from the agreement are expected to generate
approximately  $2  million.   The  preceding  statement  is  a  "forward-looking
statement"  for  purposes  of this  Report and is  qualified  by the  cautionary
language  that  appears  under  the  heading   "Forward-Looking   Statements  or
Information."

         In  December  1995,  the  Company  entered  into a services  agreement,
effective  November 1, 1995, with The Polk Company ("Polk"),  one of the largest
data compilation companies in the United States. Pursuant to the agreement, Polk
has outsourced certain of its data center functions to the Company.  The term of
the agreement runs through March,  2006. The data center operations of Polk were
moved to the Company's data center  facilities in Conway,  Arkansas in May 1995.
Annual  revenues from the agreement are expected to generate  approximately  $15
million,  with aggregate revenues in excess of $150 million over the life of the
agreement. The preceding statement is a "forward-looking statement" for purposes
of this Report and is qualified by the  cautionary  language  that appears under
the heading  "Forward-Looking  Statements or Information."  The Company and Polk
have also entered into  negotiations  regarding  definitive  agreements for data
acquisition,  product development,  joint marketing,  and technology sharing. In
the event the  parties  fail to execute  definitive  agreements  for each of the
additional  agreements,  either party has the option to  terminate  the services
agreement.

         It    is    the    Company's     intention    to    continue    seeking
outsourcing/facilities  management and information  management agreements in the
future.  Because  of the  Company's  skills and  technology  in the area of data
processing,  management  believes  that these types of  agreements  will provide
long-term  benefits  to the  Company  and will  result  in  cost-effective  data
processing  solutions for its customers.  The services currently provided by the
Company  to  such  customers   include  data  center   management;   information
management;  hardware  installation  and support;  account  management  systems;
installation,   support  and  enhancement  of  software;   customized   software
programming; and licensing of the Company's proprietary software.

         Data and Information Products.

                  DataQuick.  In the past fiscal  year,  management  has focused
upon data  delivery as a core  competency  of the Company.  The  acquisition  of
DataQuick  in August  1995 and the  recent  acquisition  of Pro CD (see  "Recent
Developments,"  below)  have  opened up new  markets to the  Company.  DataQuick
provides  information products centered around real property  information.  This
information,  distributed  on-line and via CD-ROM,  can support a broad range of
applications including marketing,  appraisal, real estate, banking, mortgage and

<PAGE>

insurance.  For additional discussion,  see Note 15 of the Notes to Consolidated
Financial  Statements  in  the  Company's  Annual  Report  at pp.  40-41,  which
information is incorporated herein by reference.

                  InfoBase. The primary business of InfoBase is the provision of
list enhancement services to companies engaged in direct marketing to consumers.
The household  data which  comprises the  InfoBase IB Consumer(SM)  database  is
owned by  data contributors  who permit  InfoBase  to access  their data for the
purpose of  list  enhancement, list  analysis,  segmentation modeling and merge/
purge  screening.  The  type of  data made available  through InfoBase  includes
consumer names and addresses,  as well as such  demographic  information as age,
gender, approximate income brackets, occupation, marital status, the presence of
children,  and car and home ownership.  Management  believes that the IBConsumer
database  is the  most  complete  database  of its  kind in the  United  States,
covering over 95% of all U.S. households.

         In  addition to its  IBConsumer  database,  InfoBase  offers a business
database,  IBBusiness(SM).  The IBBusiness database is used by customers engaged
in direct  marketing to businesses.  InfoBase also offers a computerized listing
(the "EDGE File") of all U.S. telephone book white page information.

         With the recent  acquisition  of Pro CD, which also  compiles a file of
white page telephone  directories,  the expense of compiling updates to the EDGE
file is expected to decrease.  Pro CD will continue marketing its file on CD-ROM
to the small office/home  office market and InfoBase will continue to market the
EDGE file to large-volume users. To date, the EDGE file has been sold to six (6)
users and resellers.

                  Pro CD. The April 1996 acquisition of Pro CD, a market-leading
provider of telephone and mapping data,  including the Select  Phone(TM)  CD-ROM
product,  will allow the  Company,  through  retail  channels,  to  solicit  the
consumer  and small  business  and home office  markets.  Pro CD's  product line
includes  telephone  directories  for the U.S.  and Canada,  integrated  mapping
software,  and related products and services.  New reference titles are expected
to be introduced  during fiscal year 1997.  For more  information  regarding the
acquisition of Pro CD, see "Recent Developments," below.

         GS/2000(R)  Services.  Subscription  fulfillment  data  processing  and
software  services have been offered by the Company since 1989, when the Company
entered into a data  processing  agreement and software  license with Guideposts
Associates,  Inc. ("Guideposts"),  one of the largest magazine publishers in the
U.S.  Pursuant to the agreement,  the Company assumed  management of Guideposts'
data processing personnel,  computer technology and operations. In addition, the
Company  acquired  an  exclusive  license  to  develop  and  market  Guideposts'
proprietary magazine subscription  fulfillment software  ("GS/2000"),  a modular
system that  consolidates  all aspects of subscription  and book fulfillment and
that supports the marketing, accounting and customer service functions necessary
to a complete fulfillment  operation.  The Company extensively developed GS/2000
and  has  installed  the  software  at  three  publishing  companies  and at one
membership and continuity organization.

         In 1991 the Company entered into a six-year  agreement with Fulfillment
Corporation  of  America  ("FCA"),   a  recognized   leader  in  the  publishing
fulfillment  service industry.  Pursuant to the agreement,  FCA agreed to be the
exclusive full-service provider of the Company's GS/2000 system to U.S. magazine
publishers.  In addition,  the Company  agreed to outsource  FCA's computer data
processing  functions by linking FCA to the Company's  computer  facilities  and
software systems in Conway,  Arkansas.  FCA was sold to Kable News Company, Inc.
("Kable")  in January  1995,  and it was decided at that time by the Company and
Kable  to  discontinue  the  relationship.  As a  result,  the  Company  has  no
full-service  distribution  channel for the  GS/2000  product,  an element  that
management   believes  was  crucial  to   developing  a   competitive   product.
Consequently,  the Company  determined that,  rather than a generic solution for
subscription  fulfillment,  the  GS/2000  product  can  best be used as a custom
access  service  for  the  Company's   customers.   As  such,  the  Company  has
discontinued its efforts to market GS/2000 to new customers.

         U.K. Promotional  Services. In addition to the data processing services
offered by the Company in the U.K.,  the  Company  also  provides  comprehensive
promotional  materials handling and fulfillment  services to its U.K. customers.
Based upon its knowledge of the industry,  management believes that it is one of
the  largest  firms of its kind in the U.K.  Among  the  services  provided  are
promotional  fulfillment,   competition  handling,  in-bound

<PAGE>

telemarketing  and  response  handling,  lead  monitoring,  contract packing and
mailing,  and coupon redemption.  Through the use  of computerized  tracking and
monitoring systems,  the Company is  able to provide   customers  with   current
reports on the progress of their  marketing  campaigns and can furnish customers
with  information  useful  for  promotion  analysis  and  subsequent    database
campaigns.  During  the  last  fiscal year  the Company  mailed  over  14,000,00
promotional  items and  custom-handled over 16,000,000 pieces of direct mail for
over 30 U.K. customers. In addition, the Company handled over 750,000  telephone
calls  through  its  in-bound telemarketing and response handling service.

Customers

         The  Company's   customers  include  large  U.S.  and  U.K.   financial
institutions,   insurance  companies,  consumer  credit  organizations,  seminar
companies,  communications companies, catalogers, retailers, television shopping
networks,  publishers,  consumer goods manufacturers,  membership and continuity
associations,  and advertising agencies. Other customers include charities, list
users (direct mailers and  telemarketers),  list owners  (customers who generate
and own their lists), and list managers and brokers (agents who manage lists and
provide direct marketing consulting services). Having developed its expertise by
servicing a traditional  client base of companies which specialize in the direct
marketing  industry,  the Company is finding  increasing demand for its products
and services  within the marketing  departments of large  corporations  as these
companies  turn to  targeted  marketing  techniques  to  sell  their  goods  and
services.  The Company is also experiencing a demand for its data processing and
information  management  services  by  companies  that  are  not in  the  direct
marketing  business.  The Company's practice has been to extend payment terms to
its customers for periods of up to sixty days and, accordingly, the Company uses
operating  capital to finance  its  accounts  receivable.  In fiscal  1996,  the
following  customers  accounted for 10% or more of the Company's  total revenue:
Allstate Insurance Company (20.7%) and Trans Union Corporation (15.5%).

Employees

         The Company presently has approximately 3,098 employees.

The Direct Marketing Industry

         General.  The direct marketing  industry is composed of businesses that
use direct mail order and other  methods of direct  consumer  contact to promote
their products or services.  Direct marketing  service  companies  specialize in
marketing consultation, list compilation and management, creative and lettershop
services,  data processing services and product fulfillment.  Unlike traditional
forms of  advertising  which  are  aimed at a broad  audience  through  print or
broadcast media, direct marketing involves targeted advertising sent directly to
potential customers. Historically, direct marketing programs have had a positive
response  rate of  approximately  1 to 3%.  Consequently,  direct  marketers are
heavily  dependent  upon specific  market  information  and the  application  of
statistics and computer modeling to assist them in predicting market behavior.

         The products  and  services  (see  discussion  above in "The  Company's
Products  and  Services")  offered by the  Company  are  designed  to assist its
customers to achieve a higher rate of return on their  marketing  investments by
selectively targeting their marketing efforts to individuals who are most likely
to respond.

         The direct marketing industry has been negatively  impacted during past
years by factors such as economic recessions and postal rate increases. The most
recent postal rate  increase,  which became  effective in January 1995,  and any
future  increases will, in the Company's  opinion,  force direct mailers to mail
fewer pieces and to target their prospects more carefully.  Through its software
products and data processing services,  the Company has the capability to assist
its direct marketing  customers to target their mailings to persons who are most
likely to favorably respond,  thereby meeting its customers'  increasing need to
market  more  effectively.  The  Company  experienced  no  significant  negative
financial impact as a result of the most recent postal rate increase.

         In addition, the U.S. Postal Service  recently announced  a reclassifi-
cation of pre-sorted and barcoded mail rates to be implemented by July  1, 1996.
This reclassification, which includes increases in some rates as well as

<PAGE>

reductions in others,   generally  rewards  mailers who  barcode their mailings.
The reclassification  also renames certain classes of mail. The Company does not
expect any  significant  negative  financial  impact as a result of this  recent
reclassification.

         Consumer  Privacy and Legislative  Concerns.  There could be an adverse
impact on the direct  marketing  industry  due to an increase in public  concern
over  consumer  privacy  issues.  Senior  management  of the Company has taken a
proactive role within the direct marketing  industry to explore  self-regulation
alternatives  in the privacy arena.  Internally,  the Company has formulated and
distributed to each of its employees a written  privacy policy which  recognizes
consumers'  rights to control the dissemination of information about themselves.
The privacy  policy also states the  Company's  continuing  commitment to strict
data security systems,  as well as the Company's support of the Direct Marketing
Association's  ("DMA") Mail and Telephone  Preference  Service  programs,  which
permit  consumers to  "opt-out"  of  unrequested  marketing  solicitations.  The
Company  has adopted a practice  of purging  its  customers'  lists of all names
appearing on such DMA opt-out lists free of charge. Employees of the Company are
required  to sign a privacy  acknowledgment  form each  year as a  condition  of
continued employment.  Management is of the opinion that the measures which have
been put in  place,  together  with the  Company's  continuing  efforts  to stay
informed and to take a leadership role in the area of privacy,  will prevent the
Company  from being  materially  impacted by the growing  consumer  awareness of
privacy issues.

         Bills have been  introduced in the 104th Congress  seeking to amend the
Fair Credit  Reporting Act ("FCRA").  The bills are similar to the versions that
have been  introduced  in prior years but which have  failed to be enacted  into
law. The primary effect of the bills is to provide  consumers with easier access
to their credit  reports and to  facilitate  the  correction  of errors in their
reports.  The bills  also  address  the  issue of  "prescreening,"  a  procedure
utilized  by many  bankcard  issuers and  insurance  companies  in their  direct
marketing  programs.  The bills as presently  drafted  would not have a material
adverse effect upon the Company,  which has traditionally  provided prescreening
services. It is, however, possible that some of the Company's customers could be
negatively  impacted  by these  bills,  in that they place  more  administrative
burdens upon consumer  reporting  agencies and upon  merchants who report credit
transactions  to the  consumer  reporting  agencies.  In addition to the federal
bills,  there are numerous  bills  pending in various  state  legislatures.  The
stated  purpose of the majority of these bills is to give consumers more control
over how personal  information  concerning them is utilized in the  marketplace.
While the  Company is not  opposed to the stated  purpose of such  bills,  it is
possible that if certain of these bills are passed in their  current  form,  the
Company could be negatively  impacted as a result.  Management actively monitors
legislation which could affect its business.

Competition

         Traditional Direct Marketing Industry Services. The Company experiences
competition from other businesses in the direct marketing  industry with respect
to certain targeted marketing services, including merge/purge, list enhancement,
and database services.  For many years, the Company was the only service firm in
the United  States  offering a direct  terminal  access  system by list users to
multiple list databases.  Certain competitors now offer a direct terminal access
system to  customers.  While some direct  competitors  are  divisions  of larger
corporations  having  greater  financial,   research  and  development,   and/or
marketing  resources  than the Company,  management  believes that the Company's
unique software enables it to effectively  compete.  Technological  developments
are  expected  to  continue  at a rapid  pace in the field of  direct  marketing
database management and market data collection, analysis and distribution.

         Decision  Support  Software  and  Services.   There  are  many  diverse
businesses  which offer decision  support  software  and/or  services.  However,
management believes that, based upon the broad spectrum of software and services
in the marketplace,  as well as the Company's  unique data management  services,
the effects of competition are minimal. In addition, management believes that by
using the TCP/IP  protocol  (discussed  above under "The Company's  Products and
Services"),  the Company's  products  will be  significantly  less  difficult to
implement at customer sites.  Management further believes that through continued
investment in research and development,  the Company will be able to maintain or
improve its present position in the marketplace. See "Research and Development,"
below.

<PAGE>

         Outsourcing/Facilities  Management  Services.  The  Company is aware of
numerous other major businesses which offer outsourcing or facilities management
services, and/or information management services. Due to the recent emergence of
this  industry,  and due to the fact that the market for such  services  remains
largely untapped,  the Company  anticipates that the effects of competition will
be minimal.  With respect to software licensing,  despite the existence of other
vendors, the Company likewise anticipates minimal competitive effects due to the
unique  nature  of the  Company's  software  and the  breadth  of the  potential
marketplace.

         Data and  Information  Products.  DataQuick has several  competitors in
connection with the  distribution  of property data to the real estate,  finance
and insurance  industries.  However,  management  believes that the expansion of
data coverage by DataQuick from regional to national,  combined with  timeliness
and reliability of its data, will place DataQuick among the market leaders.

         There are two other  companies  which compete with  InfoBase's  primary
business of list enhancement  services,  and several other companies,  including
some of the companies who contribute their data to InfoBase,  which compete with
some of InfoBase's secondary lines of business. The Company is aware of no other
business  which  offers  an  optical  scanning  technology  service  similar  to
InfoBase's. Management believes that InfoBase can effectively compete due to the
leadership position which it has established in the industry thus far and due to
its technical capabilities.

         As for Pro CD,  there are two other  companies  which  compete with Pro
CD's  primary  business of  providing  telephone  listings  and mapping  data to
consumers and small office/home  office businesses.  By providing  comprehensive
data  and  maintaining  its  high  accuracy  rating,  as  well  as the  expected
introduction  of new titles during fiscal 1997,  management  believes Pro CD can
maintain and improve its status as the market leader in this area.

         GS/2000  Services.  Due to the  Company's  decision  in fiscal  1995 to
curtail the  marketing  of its GS/2000  software,  the impact and the effects of
competition  upon the Company are  negligible.  See "The Company's  Products and
Services," above.

         U.K.  Promotional  Services.  Various  aspects  of the  Company's  U.K.
fulfillment business are performed by approximately  fifteen other businesses in
the U.K.,  certain of which offer other  services as well.  However,  management
knows of no other company which offers the complete  range of services  provided
by the Company,  and  believes  that it will be able to maintain and improve its
present  position  in the  industry  by  virtue of its  continued  technological
developments and concentration on providing high quality customer service.

Research and Development

         In fiscal 1996 approximately $10.4 million,  representing approximately
3.9% of the Company's  consolidated  revenue, was spent on software and research
and  development,  primarily  involving  the  application  and design of current
technologies to further upgrade and improve its software systems. In fiscal 1995
and 1994,  the  Company  spent  $8.1  million  and $7.7  million,  respectively.
Research and development  projects which were begun in fiscal 1992 and continued
through fiscal 1996 have resulted in a material upgrade and restructuring of the
architecture  of  the  Company's  technology.  Research  and  development  costs
incurred prior to  establishing  the  technological  feasibility of products are
charged to operations as incurred.

Environment

         Due  to  the  nature  of  the  Company's  business,   the  Company  has
experienced  no  material   adverse   effects  based  on  its  compliance   with
environmental regulations.  In addition, no material expenditures have been made
by the Company during the past two fiscal years and  management  does not expect
the necessity of any material capital expenditures during the coming fiscal year
for environmental control facilities.

Seasonality

<PAGE>

         Although some components of the Company's  business have  traditionally
experienced a heavier  volume of business  during the third and fourth  calendar
quarters of each year,  seasonal variances do not have a significant impact upon
the Company's operations as a whole.

Foreign Operations

         The information  required  hereunder appears in Note 12 of the Notes to
Consolidated Financial Statements in the Company's Annual Report at p. 39, which
information is incorporated herein by reference.

Recent Developments

         On April 1, 1996, the Company acquired  substantially all of the assets
and  assumed  certain   liabilities  of  DMI  for  Twenty-Five  Million  Dollars
($25,000,000).  The  purchase  price is payable in three years and may, at DMI's
option,  be paid in 1,000,000  shares of the  Company's  Common Stock in lieu of
cash.  Headquartered  in Greenwich,  Connecticut,  DMI provides list  brokerage,
management and  consulting  services to  business-to-business  and consumer list
owners and  mailers.  See  discussion  above under "The  Company's  Products and
Services."  In  addition,  on April 9, 1996,  the  Company  acquired  all of the
outstanding  capital  stock of Pro CD, a  publisher  of  reference  software  on
CD-ROM.  The Company  exchanged  1,656,662 shares of its Common Stock for all of
the outstanding  shares of capital stock of Pro CD. The Company also assumed all
of the  outstanding  options granted under Pro CD's employee stock option plans,
with the result  that,  as of April 9,  1996,  147,068  shares of the  Company's
Common  Stock were  subject to  issuance  upon  exercise  of such  options.  The
acquisition  was in the form of a merger  of a  wholly-owned  subsidiary  of the
Company into Pro CD and will be accounted for as a pooling of interests.  Pro CD
is  headquartered  in Danvers,  Massachusetts.  See discussion  above under "The
Company's Products and Services."

Item 2.  Properties

         The following table sets forth the location,  ownership and general use
of the principal properties of the Company.

        Location                  Held                         Use
Acxiom Corporation:
  Conway, Arkansas          Five facilities held in   Principal executive 
                            in fee; one facility      offices, customer service 
                            secures a $4,264,000      facilities and computer
                            encumbrance               equipment space
Acxiom Transportation 
 Services, Inc.:
  Conway, Arkansas          Lease                     Office space; warehouse/
                                                      hanger space

Acxiom CDC, Inc.:
  Chicago, Illinois         Lease                     Office and computer
                                                      equipment space

Acxiom/Direct Media,
 Inc.:
  Greenwich, Connecticut    Lease                     Office space; customer
                                                      service facility

Acxiom Great Lakes Data
 Center, Inc.:
  Taylor, Michigan          Lease                     Office and computer
                                                      equipment space

Acxiom U.K., Ltd.:

<PAGE>

  (a)  London, England      Lease                     Office space; customer
                                                      service facility

  (b)  Sunderland, 
       England              Held in fee               Office space; computer
                                                      equipment and warehouse
                                                      space

  (c)  Hertfordshire,
       England              Lease                     Office space; customer
                                                      service facility

DQ Investment Corporation:
  San Diego, California     Lease                     Office space

DataQuick Information 
 Systems:
  San Diego, California     Lease                     Office space; customer
                                                      service facility

Pro CD, Inc.:
  Danvers, Massachusetts    Lease                     Office space; warehouse
                                                      space

         The Company's headquarters are located in Conway,  Arkansas and consist
of buildings housing the Company's  principal executive offices and computer and
data  processing  center.  The Company also leases  office and  warehouse/hanger
space located at the Conway Municipal Airport.

         Pursuant  to its data  center  management  agreement  with Trans  Union
Corporation  discussed  above under Item 1,  "Outsourcing/Facilities  Management
Services,"  the Company  leases  office and  computer  equipment  space at Trans
Union's corporate headquarters in Chicago, Illinois.

         Pursuant to its data center management  agreement with The Polk Company
discussed above under Item 1, "Outsourcing/Facilities  Management Services," the
Company  leases  office and computer  equipment  space in Taylor,  Michigan.  In
addition, the Company leases office space in Brewery Park, Michigan, Cincinnati,
Ohio and Denver,  Colorado in connection with the services the Company  provides
to The Polk Company.

         The  Company's  corporate  and customer  service  operations in London,
England  are  presently  housed in two  principal  buildings,  both of which are
leased. The Company also owns a warehouse facility in Sunderland,  England where
fulfillment services and data processing operations are housed.

         As a result  of the  Company's  acquisition  of  DataQuick  Information
Services and DQ Investment Corporation, the Company leases two facilities in San
Diego, California. DataQuick Information Services also leases sales office space
in California, Arizona, Nevada, Oregon and Washington.  Additionally, due to the
acquisition of DMI, the Company leases office space in California,  Connecticut,
Florida,  Illinois,  New Hampshire,  New York, North Carolina,  Ohio and London,
England.  In connection  with the Company's  acquisition  of Pro CD, the Company
leases office and warehouse  space in Danvers,  Massachusetts,  as well as sales
office space in California and Minnesota.

         In  addition  to  the  foregoing,   pursuant  to  the  Guideposts  data
processing  agreement,  Guideposts  provides office and computer equipment space
for the Company's use at Guideposts' corporate headquarters in Carmel, New York.
Furthermore,  the Company leases sales offices in California,  Illinois, Kansas,
Massachusetts,  New York, North Carolina, Texas, Virginia,  Washington, D.C. and
Wisconsin.

         The  Company  also  leases  office  space in Ocean,  New  Jersey  which
previously housed a catalog fulfillment software operation.  The Company intends
to  sublease  the  building  for the  remaining  two years of the lease,  and is
seeking a tenant. Also, in connection with the previous operation of its mailing
services  division,  the Company  owns a facility in  Warminster,  Pennsylvania,
which it is presently leasing to a third party.

<PAGE>

         In  general,   the  offices,   customer  service  and  data  processing
facilities of the Company are in good  condition.  Management  believes that its
facilities,  including  the  expansion of the Conway,  Arkansas  data center and
construction of a new customer services  building,  both of which were completed
during  fiscal year 1996 at the Conway  location,  are  suitable and adequate to
meet the current needs of the Company.  As such,  management believes additional
properties will not be required upon expansion of operations during fiscal 1997.
A portion of the real  property  owned by the Company is pledged to secure notes
payable. For additional discussion, this information appears in Notes 4 and 5 of
the Notes to Consolidated Financial Statements in the Company's Annual Report at
pp. 33-34, which information is incorporated herein by reference.

Item 3.  Legal Proceedings

         The  information  required by this Item appears in Note 13 of the Notes
to  Consolidated  Financial  Statements  in the  Company's  Annual Report at pp.
39-40, which information is incorporated herein by reference.

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

         Not applicable.

                        EXECUTIVE OFFICERS OF THE COMPANY

          Each of the Company's executive officers,  including his or her title,
age,  and year of initial  appointment  as an  executive  officer  and  business
experience for the past five years, is listed below:
                                                                         Year
Name                        Title                        Age            Elected

Don W. Barrett (a)          Senior Vice President        56              1994

Jennifer T. Barrett (b)     Senior Vice President        46              1979

Robert S. Bloom (c)         Chief Financial Officer      40              1992

Stephen H. Brighton (d)     Senior Vice President        48              1993

James E. Bryant, Jr. (e)    Senior Vice President        39              1996

Donald L. Cohn (f)          Senior Vice President        65              1996

C. Alex Dietz (g)           Senior Vice President and    53              1983
                            Chief Information Officer

Jerry C.D. Ellis (h)        Senior Vice President        46              1991

Alan W. Holland (i)         Senior Vice President        47              1996

Rodger S. Kline (j)         Executive Vice President,    53              1975
                            Chief Operating Officer,
                            Treasurer and Director

Charles D. Morgan, Jr. (k)  Chief Executive Officer,     53              1972
                            President and Chairman of
                            the Board of Directors

Mark Theilken (l)           Senior Vice President        46              1995

<PAGE>

Thomas B. Walker, Jr. (m)   Senior Vice President        47              1993

James T. Womble (n)         Executive Vice President     53              1975
                            and Director

Paul L. Zaffaroni (o)       Senior Vice President        49              1990

- ------------------------------------

(a)  Mr.  Barrett  joined the Company in 1984 as Vice President.  He was elected
     Sr. Vice President in 1993.  Prior to joining the  Company,  he had  worked
     for  eighteen  years for IBM  Corporation,  where he held various marketing
     management  positions.  Mr. Barrett holds a degree in mathematics  from the
     University of Central Arkansas.

(b)  Mrs.  Barrett  joined the Company in 1974.  She was elected Vice  President
     in 1979 and was elected Sr. Vice  President in 1993.  Prior to  joining the
     Company,  she served as a data  processing  specialist  for the  State   of
     Arkansas.  Mrs. Barrett holds degrees in mathematics and  computer  science
     from the University of Texas.

(c)  Mr. Bloom joined the Company in 1992 as Chief Financial  Officer.  Prior to
     joining the Company,  he was  employed for six  years with Wilson  Sporting
     Goods Co. as Chief Financial  Officer of its International Division.  Prior
     to his employment  with Wilson,  Mr. Bloom was employed by  Arthur Andersen
     & Co. for nine years,  serving   most recently  as  Manager.  Mr. Bloom,  a
     Certified  Public  Accountant,  holds  a  degree  in  accounting  from  the
     University of Illinois.

(d)  Mr. Brighton joined the  Company in   1989  as a  director of sales and was
     subsequently  named  President  and CEO  of  InfoBase  Services  in 1991, a
     position  he  held  until  October 1,  1993. At that time, he left InfoBase
     Services and he was elected Senior Vice President of the Company. Prior  to
     joining  the  Company,  he was employed  for 13 years with IBM Corporation,
     serving most recently as Marketing  Branch  Manager.  Mr. Brighton  holds a
     degree in mechanical  engineering  from the  U.S. Naval Academy, Annapolis,
     Maryland.

(e)  Mr.  Bryant  joined   the  Company  in  1996 as Senior  Vice  President  in
     conjunction with the Company's acquisition of Pro CD. Prior to joining  the
     Company he cofounded and was employed by Pro CD for five years,  serving as
     President and CEO.

(f)  Mr. Cohn joined the Company in 1996 as Senior Vice President in conjunction
     with the Company's acquisition of DataQuick.  Prior to joining  the Company
     he founded and was  employed by DataQuick for sixteen years,  most recently
     serving as Chairman of the Board.  Mr. Cohn holds a degree in  bacteriology
     from the University of California at Los Angeles.

(g)  Mr. Dietz rejoined the Company in 1979. He first joined the Company in 1969
     and served as a Vice President until 1975.  Between 1975 and 1979 he was an
     officer  of a  commercial bank  responsible  for  data processing  matters.
     Following  his return to the Company in 1979,  Mr.  Dietz was  subsequently
     elected  Vice  President  in  1983  and was named Chief Information Officer
     in  1991.  In 1993  he was elected  Senior Vice President.  Mr. Dietz holds
     a degree in  electrical  engineering  from Tulane University.

(h)  Mr. Ellis joined the Company in 1991 as Managing  Director of the Company's
     U.K.  operations.  In 1994 he was elected Senior Vice  President.  Prior to
     1991, Mr. Ellis was employed for 22 years with IBM,  serving most  recently
     as Assistant to the Chairman and Chief  Executive  Officer    of IBM's U.K.
     operations.  Prior to that, Mr. Ellis served as Branch  Manager of the  IBM
     U.K. Public Sector division.

(i)  Mr.  Holland joined the Company in 1991. In 1995 he was elected Senior Vice
     President.  Prior to joining the Company he was employed by IBM Corporation
     for 17 years,  most  recently  serving  as Branch

<PAGE>

     Manager of Professional Services. Mr. Holland holds a degree in mathematics
     from the University of Arkansas at Little Rock.

(j)  Mr. Kline joined the Company in 1973. Since 1975 he has been Executive Vice
     President    and  a  director.    In  1988   he  assumed   the   additional
     responsibilities of Treasurer and Chief Information Officer.  In June 1991,
     Mr. Kline was named Chief Operating Officer, Executive  Vice  President and
     Treasurer.  Prior  to  joining  the Company,  Mr. Kline was employed by IBM
     Corporation.  Mr. Kline holds  a degree in  electrical engineering from the
     University of Arkansas.

(k)  Mr.  Morgan  joined the  Company in 1972 and has served as Chief  Executive
     Officer  and  Chairman  of the Board of Directors  since 1975.   In 1991 he
     assumed   the  additional   title of   President.  He was  employed  by IBM
     Corporation  prior   to joining the Company.  Mr. Morgan holds a mechanical
     engineering  degree from the University of Arkansas.

(l)  Mr. Theilken joined the Company in 1995 as a Business  Unit  Executive.  In
     1996 he was elected Senior Vice  President.  Prior to joining  the  Company
     he was  employed by IBM  Corporation  for 23 years,  most recently  serving
     as Director of Marketing,  Personal  Software Products.  Mr. Theilken holds
     a degree in mathematics from the University of Illinois.

(m)  Mr. Walker  joined the Company in 1990. In 1993 he was elected  Senior Vice
     President.  Prior to joining the Company he was employed by IBM Corporation
     for 18 years,  most recently  serving as Branch  Marketing Support Manager.
     Mr. Walker holds a degree in industrial engineering from the University  of
     Arkansas.

(n)  Mr.  Womble  joined  the  Company  in  1974.   In 1975  he was elected Vice
     President and a director.  In 1982 he was elected Executive Vice President.
     Prior to joining  the Company,  Mr. Womble was employed by IBM Corporation.
     Mr. Womble  holds a  degree  in  civil  engineering  from the University of
     Arkansas.

(o)  Mr. Zaffaroni joined the Company in 1990 as Vice President.  In 1993 he was
     elected Senior Vice President. Prior to joining the Company he was employed
     by the IBM Corporation  for 21  years,  most  recently  serving as Regional
     Sales Manager for the  Mid-America  Area. Mr.  Zaffaroni  holds a degree in
     marketing from Youngstown State University.

     With the exception of Mr. and Mrs. Barrett,  who are married,  there are no
family  relationships  among  any of  the  Company's  executive  officers and/or
directors.

                                     PART II

Item 5.  Market  for  the  Registrant's  Common  Equity  and Related Stockholder
Matters

         The information  required by this Item appears in the Company's  Annual
Report at p. 44, which information is incorporated herein by reference.

Item 6.  Selected Financial Data

         The information  required by this Item appears in the Company's  Annual
Report at p. 21, which information is incorporated herein by reference.

Item 7.  Management's Discussion and Analysis of Financial Condition and Results
of Operations

         The information  required by this Item appears in the Company's  Annual
Report at pp. 22-25, which information is incorporated herein by reference.

Item 8.  Financial Statements and Supplementary Data

<PAGE>

         The Financial  Statements required by this Item appear in the Company's
Annual  Report  at pp.  26-41,  which  information  is  incorporated  herein  by
reference.  The Financial Statement Schedule which constitutes the Supplementary
Data required by this Item is attached hereto.

Item 9.  Changes  In  and  Disagreements  With  Accountants  on  Accounting  and
Financial Disclosure

         Not applicable.

                                    PART III

Item 10.          Directors and Executive Officers of the Registrant

         Pursuant to general  instruction G(3) of the instructions to Form 10-K,
information  concerning the Company's  executive  officers is included under the
caption "Executive Officers of the Company" at the end of Part I of this Report.
The  remaining  information  required  by this Item  appears  under the  caption
"Election of  Directors" in the  Company's  1996 Proxy  Statement at pp. 4-5 and
under the caption "Section 16(a) Reporting  Delinquencies" in the Company's 1996
Proxy Statement at p. 15, which information is incorporated herein by reference.

Item 11.    Executive Compensation

         The  information  required  by this  Item  appears  under  the  heading
"Compensation  of Directors and Executive  Officers" in the Company's 1996 Proxy
Statement at pp. 8-12, which information is incorporated herein by reference.

Item 12. Security Ownership of Certain Beneficial Owners and Management

         The  information  required  by this Item  appears  under  the  headings
"Principal  Shareholders"  and "Equity  Ownership  of  Directors  and  Executive
Officers" in the Company's 1996 Proxy Statement at pp. 2-3, which information is
incorporated herein by reference.

Item 13. Certain Relationships and Transactions

         The  information  required  by this  Item  appears  under  the  heading
"Certain Transactions" in the Company's 1996 Proxy Statement at pp. 14-15, which
information is incorporated herein by reference.

                                     PART IV

Item 14. Exhibits, Financial Statement Schedules and Reports on Form 8-K

         The following documents are filed as a part of this Report:

                    1.     Financial Statements.

                           The following   consolidated  financial statements of
the registrant and its subsidiaries included  on  pages  26   through  41 of the
Company's Annual Report and the Independent Auditors' Report on page 42  thereof
are incorporated herein by reference. Page references are to page numbers in the
Annual Report.

                                                                         Page

Consolidated Balance Sheets as of March 31, 1996 and 1995                 26

Consolidated Statements of Earnings for the years ended
March 31, 1996, 1995 and 1994                                             27

<PAGE>

Consolidated Statements of  Stockholders' Equity for the
years ended March 31, 1996, 1995 and 1994                                28-29

Consolidated Statements of Cash Flows for the years ended
March 31, 1996, 1995 and 1994                                             30

Notes to the Consolidated Financial Statements                           31-41

Independent Auditors' Report                                              42

                  2.       Financial Statement Schedules.

                           The  following  additional information  for the years
1996,  1995  and  1994  is  submitted  herewith  and  appears  on the  two pages
immediately  preceding the signature page of this Report on Form 10-K.



Independent Auditors' Report

Schedule II - Valuation  and  Qualifying  Accounts for the years ended March 31,
1996, 1995 and 1994

            All other  schedules are omitted  because they are not applicable or
not required or because the required  information  is included in the  financial
statements or notes thereto.

                    3.     Exhibits and Executive Compensation Plans.

                           The following  exhibits are filed with this Report or
are  incorporated  by reference to previously filed material.

Exhibit No.

3(a)     Amended and Restated  Certificate of  Incorporation  (previously  filed
         as Exhibit 4.1 to registration No. 33-63423, and incorporated herein by
         reference)

3(b)     Amended and Restated  Bylaws  (previously  filed as Exhibit 3(b) to the
         Company's  Annual  Report on Form 10-K for the fiscal year ended  March
         31, 1991,  Commission File No. 0-13163,    and  incorporated  herein by
         reference)

10(a)    Data  Center  Management  Agreement  dated July 27,  1992  between  the
         Company and Trans Union  Corporation  (previously filed as Exhibit A to
         Schedule  13-D of  Trans  Union  Corporation  dated  August  31,  1992,
         Commission File No. 5-36226, and incorporated herein by reference)

10(b)    Agreement to Extend and Amend Data Center  Management  Agreement and to
         Amend  Registration  Rights Agreement dated August 31, 1994 (previously
         filed as Exhibit 10(b) to Form 10-K for the fiscal year ended March 31,
         1995, as amended, in 0-13163, and incorporated herein by reference)

10(c)    Agreement for Professional Services dated November 23, 1992 between the
         Company and Allstate Insurance Company  (previously filed as Exhibit 28
         to Amendment  No. 1 to the Company's  Current  Report on Form 8-K dated
         December 9, 1992,  Commission File No. 0-13613, and incorporated herein
         by reference)

<PAGE>

10(d)    Acxiom  Corporation  Deferred  Compensation  Plan (previously  filed as
         Exhibit  10(b) to the  Company's  Annual  Report  on Form  10-K for the
         fiscal year ended March 31,  1990,  Commission  File No.  0-13163,  and
         incorporated herein by reference)

10(e)    Amended  and  Restated  Key  Associate  Stock  Option  Plan  of  Acxiom
         Corporation

10(f)    Acxiom Corporation U.K. Share Option Scheme

10(g)    Long-Term  Executive  Compensation  Plan  (previously  filed as Exhibit
         10(g) to the  Company's  Annual Report on Form 10-K for the fiscal year
         ended March 31, 1993,  Commission  File No. 0-13163,  and  incorporated
         herein by reference)

10(h)    Annual Executive Compensation Plan (Fiscal 1997)

10(i)    Acxiom Corporation Non-Qualified Deferred Compensation Plan

10(j)    Asset  Purchase  Agreement  dated April 1, 1996 between the Company and
         Direct Media/DMI,  Inc. (previously filed as Exhibit 2 to the Company's
         Current Report on Form 8-K dated April 30, 1996, Commission File No.
         0-13613, and incorporated herein by reference)

13       Portions of the Company's Annual Report

21       Subsidiaries of the Company

23          Consent of KPMG Peat Marwick LLP

24       Powers of Attorney for  Robert S. Bloom,  Dr. Ann H. Die,   William  T.
         Dillard II, Harry L. Gambill,  Rodger S. Kline, Charles D. Morgan, Jr.,
         Robert A. Pritzker, Walter Smiley and James T. Womble

27       Financial Data Schedule

            Listed below are the executive  compensation  plans and arrangements
currently  in effect  and which are  required  to be filed as  exhibits  to this
Report:

                    -      Amended and Restated Key Associate Stock Option Plan
                           of Acxiom Corporation
                    -      Acxiom Corporation U.K. Share Option Scheme
                    -      Long-Term Executive Compensation Plan
                    -      Acxiom Corporation Deferred Compensation Plan*
                    -      Annual Executive Compensation Plan (Fiscal 1997)
                    -      Acxiom  Non-Qualified Deferred Compensation Plan
- -------------------------------

*  To date, only one grant has been made, in 1990.

         4.       Reports on Form 8-K.

            The Company  filed a Current Report on Form 8-K dated April 30, 1996
relating to the  acquisition  of DMI.


<PAGE>


                          INDEPENDENT AUDITORS' REPORT

The Board of Directors
Acxiom Corporation:


Under date of May 9, 1996,  we reported on the  consolidated  balance  sheets of
Acxiom  Corporation  and  subsidiaries  as of March 31,  1996 and 1995,  and the
related consolidated statements of earnings, stockholders' equity and cash flows
for each of the  years  in the  three-year  period  ended  March  31,  1996,  as
contained  in  the  1996  annual  report  to  shareholders.  These  consolidated
financial statements and our report thereon are incorporated by reference in the
annual report on Form 10-K for the year ended March 31, 1996. In connection with
our audits of the aforementioned consolidated financial statements, we also have
audited the related financial  statement  schedule as listed in the accompanying
index. This financial  statement schedule is the responsibility of the Company's
management.  Our  responsibility  is to express  an  opinion  on this  financial
statement schedule based on our audits.

In our opinion,  such financial statement schedule,  when considered in relation
to the  basic  consolidated  financial  statements  taken as a  whole,  presents
fairly, in all material respects, the information set forth therein.

/s/ KPMG Peat Marwick LLP



Little Rock, Arkansas
May 9, 1996


<PAGE>



                                  Schedule II


                       ACXIOM CORPORATION AND SUBSIDIARIES

                        Valuation and Qualifying Accounts

                    Years ended March 31, 1996, 1995 and 1994


                           Additions
               Balance at  charged to    Other    Bad debts   Bad      Balance
               beginning   costs and   additions   written   debts      at end
               of period   expenses     (note)      off    recovered  of period


1996:
Allowance
for
doubtful
accounts
and
credits      $ 2,143,000     150,000    131,000   726,000   182,000    1,880,000
               =========     =======    =======   =======   =======    =========


1995:
Allowance
for
doubtful
accounts
and
credits      $ 1,086,000   1,656,000    178,000   803,000    26,000    2,143,000
               =========   =========    =======   =======    ======    =========


1994:
Allowance
for
doubtful
accounts
and
credits      $ 1,049,000     970,000          -   945,000    12,000    1,086,000
               =========   =========    =======   =======    ======    =========


Note - Other additions in 1996 represent the valuation  accounts acquired in the
Generator  and  DataQuick  purchases.  Other  additions  in 1995  represent  the
valuation account acquired in the InfoBase purchase.


<PAGE>

                                   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, thereunto duly authorized.


                                           ACXIOM CORPORATION


Date:  June 25, 1996                       By: /s/ Catherine L. Hughes
                                           ------------------------------------
                                              Catherine L. Hughes
                                              Secretary and General Counsel


     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 and on the dates indicated.

Signature

Robert S. Bloom*                Chief Financial Officer            June 25, 1996
- ---------------------------     (Principle accounting officer)
   Robert S. Bloom              

Dr. Ann H. Die*                 Director                           June 25, 1996
- ---------------------------
   Dr. Ann H. Die

William T. Dillard II*          Director                           June 25, 1996
- ---------------------------
    William T. Dillard II

Harry C. Gambill*               Director                           June 25, 1996
- ---------------------------
    Harry C. Gambill

Rodger S. Kline*                Executive Vice President,          June 25, 1996
- ---------------------------     Chief Operating Officer,
    Rodger S. Kline             Treasurer and Director
                                (Principle financial officer)

Charles D. Morgan, Jr.*         Chairman of the Board and          June 25, 1996
- ---------------------------     President (Principle
    Charles D. Morgan, Jr.      executive officer)

Robert A. Pritzker*             Director                           June 25, 1996
- ---------------------------
    Robert A. Pritzker

Walter V. Smiley*               Director                           June 25, 1996
- ---------------------------
    Walter V. Smiley

James T. Womble*                Director                           June 25, 1996
- ---------------------------
    James T. Womble

*By: /s/ Catherine L. Hughes
   ----------------------------
     Catherine L. Hughes
     Attorney-in-Fact



<PAGE>

                                  EXHIBIT INDEX

                              Exhibits to Form 10-K

Exhibit No.                                             Exhibit

3(a)     Amended and Restated  Certificate of Incorporation (previously filed as
         Exhibit 4.1 to registration No. 33-63423,  and  incorporated  herein by
         reference)

3(b)     Amended and Restated  Bylaws  (previously  filed as Exhibit 3(b) to the
         Company's  Annual  Report on Form  10-K for the fiscal year ended March
         31, 1991,   Commission File No.  0-13163,  and  incorporated  herein by
         reference)

10(a)    Data  Center  Management  Agreement  dated July 27,  1992  between  the
         Company and Trans Union  Corporation  (previously filed as Exhibit A to
         Schedule  13-D of  Trans  Union  Corporation  dated  August  31,  1992,
         Commission File No. 5-36226, and incorporated herein by reference)

10(b)    Agreement to Extend and Amend Data Center  Management  Agreement and to
         Amend  Registration  Rights Agreement dated August 31, 1994 (previously
         filed as Exhibit 10(b) to Form 10-K for the fiscal year ended March 31,
         1995, as amended, in 0-13163, and incorporated herein by reference)

10(c)    Agreement for Professional Services dated November 23, 1992 between the
         Company and Allstate Insurance Company  (previously filed as Exhibit 28
         to Amendment  No. 1 to the Company's  Current  Report on Form 8-K dated
         December 9, 1992,  Commission File No. 0-13613, and incorporated herein
         by reference)

10(d)    Acxiom  Corporation  Deferred  Compensation  Plan (previously  filed as
         Exhibit  10(b) to the  Company's  Annual  Report  on Form  10-K for the
         fiscal year ended March 31,  1990,  Commission  File No.  0-13163,  and
         incorporated herein by reference)

10(e)    Amended and Restated Key Associate Stock Option Plan of Acxiom
         Corporation

10(f)    Acxiom Corporation U.K. Share Option Scheme

10(g)    Long-Term  Executive  Compensation  Plan  (previously  filed as Exhibit
         10(g) to the  Company's  Annual Report on Form 10-K for the fiscal year
         ended March 31, 1993,  Commission  File No. 0-13163,  and  incorporated
         herein by reference)

10(h)    Annual Executive Compensation Plan (Fiscal 1997)

10(i)    Acxiom Corporation Non-Qualified Deferred Compensation Plan

10(j)    Asset  Purchase  Agreement  dated April 1, 1996 between the Company and
         Direct Media/DMI,  Inc. (previously filed as Exhibit 2 to the Company's
         Current Report on Form 8-K dated April 30, 1996, Commission File No.
         0-13613, and incorporated herein by reference)

13       Portions of the Company's Annual Report

21       Subsidiaries of the Company

23       Consent of KPMG Peat Marwick LLP

<PAGE>

24       Powers  of  Attorney for Robert  S. Bloom,  Dr. Ann H. Die,  William T.
         Dillard II, Harry L. Gambill,  Rodger S. Kline, Charles D. Morgan, Jr.,
         Robert A. Pritzker, Walter Smiley and James T. Womble

27       Financial Data Schedule

<PAGE>

EXHIBIT 10(e)

              AMENDED AND RESTATED KEY ASSOCIATE STOCK OPTION PLAN
                                       OF
                               ACXIOM CORPORATION
                               as of May 24, 1995

         1. Establishment,  Continuation,  and Purpose. On November 9, 1983, the
Board of Directors  (the  "Board") and the  shareholders  of Acxiom  Corporation
(formerly CCX Network,  Inc.) (the  "Company")  approved the adoption of the CCX
Network, Inc. Incentive Stock Option Plan and the CCX Network, Inc. Nonstatutory
Stock  Option Plan.  Such plans were amended and restated  effective as of April
22, 1987 so as to combine the two separate  plans into one plan (the "Plan") and
to comply  with  certain  provisions  of the Tax Reform Act of 1986.  Subsequent
amendments  were adopted on July 20, 1988;  January 30, 1991;  May 26, 1993; and
May 24, 1995.  The purpose of the Plan is to further the growth and  development
of the  Company  and any of its present or future  subsidiary  corporations,  as
hereinafter  defined,  by granting to certain key  associates of the Company and
any  subsidiary  corporation,   as  an  incentive  and  encouragement  to  stock
ownership,  options to purchase shares of common stock of the Company,  $.10 par
value  ("Common  Stock"),  thereby  offering  such key  associates a proprietary
interest in the  Company's  business and a more direct  stake in its  continuing
welfare, and aligning their interests with those of the Company's stockholders.

         2.  Administration.  The Plan shall be administered by a committee (the
"Committee")  of no less than two  "disinterested"  (as that term is  defined in
Rule 16b-3 of the  Securities  Exchange  Act of 1934,  as amended  (the  "Act"))
members of the  Company's  Board of  Directors.  The  Committee is authorized to
grant options on behalf of the Company as hereinafter provided, to interpret the
Plan and  options  granted  pursuant  to the Plan,  and to make and  amend  such
regulations as it may deem appropriate.

         3. Grant of Options.  Options to purchase  shares of Common Stock shall
be  granted  on behalf of the  Company  by the  Committee  from time to time and
within the limits of the Plan. The Committee  shall determine the key associates
("Optionees" or "Participants") of the Company and of any subsidiary corporation
to whom  options are to be granted,  the number of shares to be granted to each,
the option  price,  the option  period(s),  and the number of shares that may be
exercised  during such option  period(s).  Options granted under the Plan may be
either  non-qualified  stock options or incentive  stock options,  as defined by
Section 422A of the Internal Revenue Code of 1986, as amended (the "Code").  The
Committee,  at the time each option is granted,  shall  designate such option as
either a non-qualified  stock option or an incentive stock option. Any incentive
stock option granted under the Plan must be  exerciseable  within ten (10) years
of the date upon  which it is  granted.  For  incentive  options  granted  after
December 31, 1986,  the aggregate  fair market value (as  determined at the time
the option is  granted)  of the stock with  respect to which  incentive  options
granted herein are  exerciseable  for the first time by any Optionee  during any
calendar  year (under all plans of the Company and its  subsidiaries)  shall not
exceed $100,000.

         4.  Shares  Subject  to the Plan.  The  shares  which may be    granted
pursuant to the Plan shall be authorized and unissued shares of Common Stock not
exceeding in the aggregate 7,600,000 shares.

         5.  Eligible  Participants.  All key  associates of the Company and any
subsidiary  corporation of the Company shall be eligible to receive  options and
thereby  become  Participants  in the Plan. In granting  options,  the Board may
include or exclude previous  Participants in the Plan. As used herein, the terms
"subsidiary  corporation"  and  "parent  corporation"  shall mean a  "subsidiary
corporation" or "parent corporation" as defined in Section 425 of the Code.

         For purposes of this Plan, a "key associate" shall mean an associate of
the  Company or its  affiliates,  including  officers  (whether  or not they are
directors),  who  render  those  types  of  services  which  tend to  contribute
materially to the success of the Company or an affiliate or which reasonably may
be anticipated to contribute  materially to the future success of the Company or
an  affiliate.  No  director  or  officer  of  the  Company  or  any  subsidiary
corporation  shall be  eligible  to receive  options  under the Plan unless such
director  or  officer  is  also a key  associate  of the  Company  or one of its
subsidiary corporations.

<PAGE>

No executive  officer named in the Summary  Compensation  Table of the Company's
then current Proxy  Statement  shall be eligible to receive in excess of 300,000
options in any three-year period.

         6.  Option  Price.  (a) The  price  for  each  share  of  Common  Stock
purchasable  under  any  incentive  option  shall be not less  than one  hundred
percent  (100%) of the fair  market  value  per share on the date of grant.  The
price for each share of Common Stock purchasable under any non-qualified  option
shall be any price determined by the Committee in its sole discretion.  All such
prices  shall be subject to  adjustment  as provided for in paragraph 17 hereof.
For  purposes of  determining  the fair market  value of the Common  Stock,  the
following rules shall apply:

                  (i) If the Common  Stock is at the time  listed or admitted to
         trading on any stock  exchange,  then the fair  market  value  shall be
         either (a) the closing  sales price of the Common  Stock on the date in
         question on the  principal  exchange on which the Common  Stock is then
         listed or admitted to trading, or (b) the average bid and ask price for
         the ten (10) trading days preceding the week during which the Committee
         grants options.  With respect to (a), if no reported sale of the Common
         Stock takes place on the date in  question on the  principal  exchange,
         then the  fair  market  value  shall be  determined  as of the  closest
         preceding date on which such principal exchange shall be have been open
         for business and shares of the Common Stock were traded.

                  (ii) If the Common Stock is not at the time listed or admitted
         to trading on a stock exchange, the fair market value shall be the mean
         between the closing bid and asked  quotations  for the Common  Stock on
         the date in question in the over-the-counter market, as such prices are
         reported  in a  publication  of  general  circulation  selected  by the
         Company and regularly reporting the market price of the Common Stock in
         such market.  If there are no bid and asked  quotations  for the Common
         Stock on such date,  the fair  market  value  shall be deemed to be the
         mean   between   the   closing   bid  and  asked   quotations   in  the
         over-the-counter  market  for the  Common  Stock  on the  closest  date
         preceding the date in question for which such quotations are available.

         (b) If any Optionee to whom an incentive  option is to be granted under
the Plan is on the date of grant the owner of stock (as determined under Section
425(d) of the Code)  possessing more than 10% of the total combined voting power
of all classes of stock of the Company or any one of its subsidiaries,  then the
following special  provisions shall be applicable to any options granted to such
individual:

                           (i) The  option  price  per  share  of  Common  Stock
                  subject to such option shall not be less than 110% of the fair
                  market  value  of one  share  of  Common  Stock on the date of
                  grant; and

                           (ii) The  option  shall not have a term in  excess of
                  five (5) years from the date of grant.

         7.       Exercise  Period.  Subject  to  paragraph  18,  the period for
exercising an option (the "Exercise Period") shall be such period of time as may
be designated by the Committee at the time of grant, except that:

                  (a) If a Participant  retires during the Exercise Period, such
         option shall be exerciseable only during the three months following the
         effective date of  retirement,  but in no event after the expiration of
         the Exercise  Period,  unless the Committee in its discretion  provides
         otherwise.

                  (b) If a  Participant  terminates  his or  her  employment  by
         reason of disability, such option shall be exerciseable only during the
         six  months  following  such  termination,  but in no event  after  the
         expiration  of  the  Exercise  Period,  unless  the  Committee  in  its
         discretion provides otherwise.

                  (c) If a  Participant  dies during the Exercise  Period,  such
         option shall be exerciseable by the executors, administrators, legatees
         or  distributees  of the  Participant's  estate  only during the twelve
         months  following  the  date  of  death,  but  in no  event  after  the
         expiration  of  the  Exercise  Period,  unless  the  Committee  in  its
         discretion provides otherwise.

<PAGE>

                  (d) If a Participant  ceases to be an associate of the Company
         for any cause other than retirement,  disability or death,  such option
         shall be  exerciseable  only  during the three  months  following  such
         termination,  but in no event  after  the  expiration  of the  Exercise
         Period, unless the Committee in its discretion provides otherwise.

         The maximum  duration of any incentive  stock option  granted under the
Plan shall be ten (10) years from the date of grant,  although  such options may
be  granted  for a lesser  duration.  The  Committee  shall  have  the  right to
accelerate,   in  whole  or  in  part,  from  time  to  time,  conditionally  or
unconditionally,   a  Participant's   rights  to  exercise  any  option  granted
hereunder.

         8. Exercise of Option. Subject to paragraphs 7(a), 7(b), 7(c), 7(d) and
18, an option  may be  exercised  at any time and from time to time  during  the
Exercise Period. If one of the events referred to in paragraphs 7(a), 7(b), 7(c)
or 7(d) occurs, the option shall be exerciseable (subject to paragraph 18) under
this paragraph 8 during the three months  following  retirement,  during the six
months following  termination by reason of disability,  during the twelve months
following death, or during the three months following  termination for any other
reason,  only as to the  number of  shares,  if any,  as to which the option was
exerciseable  immediately prior to said retirement,  disability,  death or other
termination, unless the Committee in its discretion provides otherwise.

         Notwithstanding  the  foregoing,  with respect to any  incentive  stock
option granted under the Plan prior to January 1, 1987, no such incentive  stock
option shall be  exerciseable  by a Participant  while there is outstanding  any
other incentive stock option which was previously  granted to the Participant to
purchase  shares in the  Company or in a  corporation  which (at the time of the
granting of such option) is a parent or subsidiary  corporation  of the Company,
or is a predecessor  corporation of any such  corporation.  This provision shall
not apply to any options  granted after  December 31, 1986. For purposes of this
paragraph 8, any incentive  stock option shall be treated as  outstanding  until
such option is exercised in full or expires by reason of lapse of time.

         9. Payment for Shares. Full payment for shares purchased, together with
the amount of any tax or excise  due in  respect of the sale and issue  thereof,
shall  be made in such  form of  property  (whether  cash,  securities  or other
consideration) as may be acceptable to the Committee.  The Company will issue no
certificates  for  shares  until full  payment  therefor  has been  made,  and a
Participant  shall have none of the rights of a shareholder  until  certificates
for the  shares  purchased  are  issued  to him or  her.  In  lieu  of  cash,  a
Participant may pay for the shares purchased with shares of the Company's Common
Stock  having a fair  market  value  on the  date  upon  which  the  Participant
exercises his or her option equal to the option price,  or with a combination of
cash and  shares  of Common  Stock  equal to the  aggregate  option  price.  For
purposes of  determining  fair market value,  the rules set forth in paragraph 6
shall apply.

         10. Withholding Taxes. The Company may require a Participant exercising
a  non-qualified  option  granted  hereunder  to  reimburse  the Company (or the
subsidiary which employs such  Participant) for taxes required by any government
to be withheld or otherwise  deducted and paid by such corporation in respect of
the issuance of the shares.  For purposes of determining  fair market value, the
rules set forth in Paragraph 6 shall apply.  A Participant  may elect to satisfy
such withholding requirements by any one of the following methods:

                  (a) A  Participant  may  request  that  the  Company  (or  the
         subsidiary which employs such Participant)  withhold from the number of
         shares which would otherwise be issued to the  Participant  that number
         of shares  (based upon the fair market value of the Common Stock on the
         date of exercise) which would satisfy the withholding  requirement.  If
         such an election is made, the Participant  must notify the Company that
         he or she is so  electing  either (i) six months  prior to the date the
         option  exercise  becomes  taxable  (which  will  either be the date of
         exercise or, if an election  under  Section  83(b) of the Code is made,
         six months  before  the date of  exercise),  or (ii)  during any period
         beginning on the third  business day  following the date upon which any
         quarterly  or annual  sales and  earnings  statement is released by the
         Company and ending on the  thirtieth  day  following the release of any
         such statement,  such notice  provisions being applicable

<PAGE>

         only to those Participants who are "executive  officers," as defined in
         the Act, or directors of the Company.

                  (b) A  Participant  may  deliver  previously-owned  shares  of
         Common  Stock  (based upon the fair market value of the Common Stock on
         the date of exercise) in an amount which would satisfy the  withholding
         requirement.

                  (c) A  Participant  may deliver  cash in an amount which would
         satisfy the withholding requirement.

         11. Stock Appreciation  Rights. The Committee may, under such terms and
conditions  as it deems  appropriate,  authorize the surrender by an Optionee of
all or part of an  unexercised  option and authorize a payment in  consideration
therefor of an amount equal to the difference obtained by subtracting the option
price of the shares  then  subject to  exercise  under such option from the fair
market  value of the  Common  Stock  represented  by such  shares on the date of
surrender,  provided  that the  Committee  determines  that such  settlement  is
consistent  with the purpose of the Plan.  Such payment may be made in shares of
Common  Stock valued at their fair market value on the date of surrender of such
option or in cash, or partly in shares and partly in cash.  Acceptance of such a
surrender and the manner of payment shall be in the discretion of the Committee,
subject to the  limitations  contained  in Section  422A of the Code and Section
16b(3) of the Act. For purposes of determining  fair market value, the rules set
forth in Paragraph 6 shall apply.  If an option is surrendered  pursuant to this
Paragraph 11, the shares covered by the  surrendered  option will not thereafter
be available for grant under the Plan.

         12.  Loans or Guarantee  of Loans.  The  Committee  may  authorize  the
extension  of a loan to an  Optionee by the  Company  (or the  guarantee  by the
Company of a loan obtained by an Optionee from a third party) in order to assist
an Optionee to exercise an option granted under the Plan. The terms of any loans
or  guarantees,  including  the interest  rate and terms of  repayment,  will be
subject to the discretion of the Committee.  Loans and guarantees may be granted
without  security,  the maximum credit available being the exercise price of the
option  sought to be executed  plus any federal and state  income tax  liability
incurred upon exercise of the option.

         13.  Nonassignability.   Each  option  by  its  terms  shall  not    be
transferable otherwise than by will or the laws of descent and distribution, and
shall be exerciseable during a Participant's lifetime only by him.

         14.  Conditions  to  Exercise  of Options.  The  Committee  may, in its
discretion, require as conditions to the exercise of options and the issuance of
shares thereunder either (a) that a registration  statement under the Securities
Act of 1933, as amended, with respect to the options and the shares to be issued
upon the exercise thereof, containing such current information as is required by
the Rules and Regulations under said Act, shall have become, and continue to be,
effective; or (b) that the Participant (i) shall have represented, warranted and
agreed, in form and substance  satisfactory to the Company,  both that he or she
is acquiring  the option and, at the time of exercising  the option,  that he or
she is acquiring the shares for his/her own account, for investment and not with
a view to or in  connection  with any  distribution;  (ii) shall have  agreed to
restrictions on transfer, in form and substance satisfactory to the Company; and
(iii) shall have agreed to an endorsement which makes  appropriate  reference to
such representations, warranties, agreements and restrictions both on the option
and on the certificate representing the shares.

         15. Conditions to Effectiveness of the Plan. No option shall be granted
or  exercised  if the grant of the option,  or the  exercise and the issuance of
shares pursuant thereto, would be contrary to law or the regulations of any duly
constituted authority having jurisdiction.

         16. Alteration, Termination, Discontinuance,  Suspension, or Amendment.
The Board,  in its discretion,  may alter,  terminate,  discontinue,  suspend or
amend the Plan at any time.  The Board  may not,  however,  without  shareholder
approval (except as provided below in paragraph 17), (i) materially increase the
maximum  number of shares  subject to the Plan,  (ii)  materially  increase  the
benefits accruing to Participants under the Plan, or (iii) materially modify the
requirements  as to eligibility  for  participation  in the Plan or, without the
consent  of the

<PAGE>

affected Participant, change, alter or impair any option previously   granted to
him under the  Plan (except  as provided below in paragraph 18).   The Committee
shall be  authorized to amend  the  Plan and  the options granted thereunder  to
permit the options to qualify as incentive stock  options  under Section 422A of
the Code and the regulations promulgated thereunder.  The rights and obligations
under any option granted before amendment of the Plan or any unexercised portion
of such option  shall not  be adversely affected by amendment of the Plan or the
option without the consent of the holder of the option.

         17.  Effect of Changes in Common Stock.  If the Company shall  combine,
subdivide  or  reclassify  the shares of Common  Stock which have been or may be
subject to the Plan, or shall declare thereon any dividend  payable in shares of
Common Stock,  or shall  reclassify or take any other action of a similar nature
affecting the Common Stock,  then the number and class of shares of Common Stock
which may  thereafter  become  subject to options (in the  aggregate  and to any
Participant)  shall be  adjusted  accordingly,  and,  in the case of each option
outstanding at the time of any such action, the number and class of shares which
may  thereafter  be  purchased  pursuant to such option and the option price per
share shall be adjusted to such extent as may be  determined by the Committee to
be necessary to preserve unimpaired the rights of the Participants, and each and
every such determination shall be conclusive and binding upon such Participants.

         18.  Reorganization.  In case  of any  one or  more  reclassifications,
changes or exchanges of outstanding shares of Common Stock or other stock (other
than as provided in paragraph  17), or  consolidations  of the Company  with, or
mergers of the Company into other corporations,  or other  recapitalizations  or
reorganizations (other than transactions in which the Company continues to exist
and  which  do  not  result  in  any  reclassification  change  or  exchange  of
outstanding  shares  of the  Company),  or in case of any one or more  sales  or
conveyances  to  another  corporation  of  the  property  of the  Company  as an
entirety,  or substantially an entirety (any and all of which are referred to in
this  paragraph  18 as  "Reorganization(s)"),  the holder of each option then or
thereafter  outstanding  shall  have the  right,  upon any  subsequent  exercise
thereof,  to acquire the same kind and amount of securities  and property  which
such holder would then hold if such holder had exercised the option  immediately
before  the  first  of any  such  Reorganization,  and  continued  to  hold  all
securities  and  property  which came to such holder as a result of that and any
subsequent  Reorganization,  less all  securities  and property  surrendered  or
canceled pursuant to any of same, the adjustment rights in paragraph 17 and this
paragraph 18 being continuing and cumulative; provided, that notwithstanding any
provisions of paragraph 7 to the contrary, the Committee shall have the right in
connection  with any such  Reorganization,  upon not less than thirty (30) days,
written notice to the holders of outstanding  options, to terminate the Exercise
Period,  and in such event all  outstanding  options  (other than  options as to
which  one of  the  events  referred  to in  paragraph  7 has  occurred)  may be
exercised  only to the  extent  thereby  permitted,  in each case only at a time
prior to such Reorganization. A liquidation shall be deemed a Reorganization for
the foregoing purpose.

         19.   Use of Proceeds.  Proceeds realized from the sale of Common Stock
pursuant to options  granted hereunder  shall  constitute  general  funds of the
Company.

<PAGE>

EXHIBIT 10(f)

                               ACXIOM CORPORATION

                            U.K. SHARE OPTION SCHEME

                            Approved by the Board of
                              Inland Revenue under
                                Finance Act 1984

                          Adopted on November 18, 1987
                              under reference x2945

                   Incorporating amendments made by the Board
                    on 17th December 1990, on 8th March, 1993
                        26th May 1993, and 24th May 1995


<PAGE>

                               ACXIOM CORPORATION

                            U.K. SHARE OPTION SCHEME

A.       DEFINITIONS

         In this Scheme  references to the following words and expressions shall
bear the following meanings, namely:

         "Associated  Company" - Has the same  meaning as in Section  302 of the
Income and  Corporation  Taxes Act 1970.

         "Adoption Date" - The date on which the Scheme is adopted by Resolution
of the Board.

         "the Annual  Salary" - The  emoluments of the office or employment of a
Qualified Person by virtue of which he is a Qualified Person as are liable to be
paid  under  deduction  of  tax  pursuant  to  Section  204 of  the  Income  and
Corporation  Taxes  Act 1970  (after  deducting  from  such  emoluments  amounts
included  by virtue of Chapter II of Part III of the  Finance  Act 1976) for the
current or preceding  year of  assessment  (as defined in Section  526(5) of the
Taxes Act 1970)  whichever  is the  higher  or if no such  emoluments  were paid
during the preceding  year of assessment  then it shall be the emoluments of the
office  or  employment  of such  Qualified  Person  liable to be so paid for the
twelve  month  period  beginning  with the first  date on which  payment of such
emoluments is made during the current year of assessment. If such emoluments, or
any part thereof,  are payable in a currency other than  sterling,  the sterling
equivalent  shall be  calculated by reference to the average of the buy and sell
exchange  rates for such  currency  quoted  by the Wall  Street  Journal  on the
business day preceding the date of grant.

         "the Board" - The Board of Directors of the Company.

         "the Committee" - A duly constituted  committee of the Board consisting
of not less than two persons,  each of whom is a  "disinterested  person" within
the meaning of Rule 16b-3 of the Securities Exchange Act of the United States of
America of 1934, as amended.

         "the Company" - Acxiom Corporation.

         "First  Exercise  Date" - The date or dates  specified  in the relevant
Option Certificate being not earlier than one year and not later than nine and a
half years from the date of grant.

         "the  Group" - The  Company  and all of its  Subsidiaries  for the time
being  or  (where  the  context  so  requires)  the  Company  and/or  any of its
Subsidiaries.

         "Market Value" - The price of a Share on the date of grant of an Option
determined  in  accordance  with Part VIII of the Capital  Gains Tax Act 1979 as
agreed  in  advance  for the  purposes  of the  Scheme  with the Board of Inland
Revenue.

         "Material  Interest" - An interest in the Company or another company on
any date or within the preceding twelve months determined in accordance with the
provisions  of  paragraphs  4(1)(b)  and 4(4) of  Schedule 10 of the Finance Act
1984.

         "Option" - A right to subscribe for or acquire  Option  Shares  granted
pursuant to the Scheme.

         "Option Certificate" - The Option Certificate substantially in the form
set out in the Appendix as may be amended by the Board from time to time.

<PAGE>

         "Option Holder" - A Qualified  Person or a former  Qualified Person who
holds an Option in accordance  with the terms of the Scheme or where the context
permits a person  becoming  entitled  to any such Option in  consequence  of the
death of the original Option Holder.

         "Option  Period" - A period  commencing at the First  Exercise Date and
ending at the date  resolved upon by the Committee and specified in the relevant
option  certificate  being the period  within which  (subject to the  provisions
hereof) the Options granted  hereunder must be exercised if at all provided that
such  period  must end not later  than ten  years  from the date of grant of the
Option.

         "Option Shares" - Unissued or issued Shares in respect of which Options
are granted.

         "Shares"  - Shares  of  Common  Stock of $0.10  par  value  each in the
capital of the Company which comply with the provisions of paragraphs 7 to 11 of
Schedule 10 of the Finance Act 1984.

         "Qualified  Person" - Any full-time  director of a company in the Group
who is required by the terms of his  employment  or office to work for the Group
or any part of it for 25 hours or more per week  (exclusive of meal breaks) or a
full-time  employee  of the Group  (other  than one who is also a director  of a
company in the Group) who is required by the terms of his employment to work for
the  Group or any part of it for 20  hours or more per week  (exclusive  of meal
breaks).

         "the Scheme" - This Acxiom  Corporation U.K. Share Option Scheme in its
present form with and subject to any amendments thereto properly effected.

         "Subscription  Price" - The amount  payable  for  Option  Shares on the
exercise of an Option granted hereunder, and to be determined in accordance with
paragraph D below.

         "Subsidiary"  - A company the majority of whose issued share capital is
owned  directly or  indirectly by the Company.

         Except so far as the context otherwise requires any reference herein to
any  enactment  shall be construed  as a reference to that  enactment as for the
time being  amended,  extended or  re-enacted.  References to the exercise of an
Option  shall where the context so allows  include the  exercise of an Option in
part. The masculine gender shall include the feminine gender. The singular shall
include the plural.

B.       GRANT OF OPTIONS

         (1) The Committee may at its discretion grant by resolution  Options to
any Qualified  Persons  subject to the terms set out in the Scheme in respect of
the number of Shares that the  Committee  shall decide and (if the  Committee so
resolves  in any  particular  case)  subject to  achievement  of profit or other
performance  criteria that have been previously  agreed with the Board of Inland
Revenue.

         (2)    No Options shall be  granted to  any Qualified Person  who has a
Material Interest.

         (3)    As soon as  practicable after the grant of Options the Committee
shall arrange for the despatch of an Option Certificate to each Option Holder to
whom an Option has been granted.

         (4)      Each Option Certificate shall specify:

                  (a)     the number of Shares over which the Option is granted;

                  (b)     the Subscription Price for each Share;

                  (c)     the First Exercise Date;

<PAGE>

                  (d)     the date on which the Option Period will end;

                  (e)     (if the Committee resolves) the profit or other 
                          performance  criteria to be attained; and

                  (f)     the date of grant.

         (5) The  Committee  shall  report to the  Board the names of  Qualified
Persons granted options,  the number of shares covered by each option,  the date
of grant and the terms and conditions of each such option.

C.       SUBSCRIPTION PRICE

         Subject to adjustment  pursuant to Rule G, the  Subscription  Price for
each Share in respect of which an Option is  exercisable  shall be not less than
the higher of the Market Value and the par value of a Share.

D.       LIMITATION

         (1)      An Option shall  not be  granted to a  Qualified Person if the
                  aggregate subscription price for:-

                  (i)      the Option Shares to be subject to the Option; and

                  (ii)     all shares  under  option or acquired on the exercise
                           of an option by the Qualified  Person pursuant to the
                           Scheme or any other scheme approved under Schedule 10
                           to the Finance Act 1984 which is  established  by the
                           Company or any Associated Company

         would  exceed the  greater  of  four  times  his  Annual  Salary    and
         (pound)100,000.

         (2) For the purposes of sub-rule (1) above the exchange  rate of pounds
sterling to U.S. dollars on any day shall be taken as the average of the buy and
sell  exchange  rates  quoted by the Wall  Street  Journal on the  business  day
preceding the date of grant.

E.       EXERCISE AND LAPSE OF OPTIONS

         (1)      Subject  to  (2)  below,  the  Option is not to be exercisable
unless:-

                  (i)      at  the  date  of  exercise  the  Option  Holder is a
                           Qualified Person; and

                  (ii)     the Option  Period has  commenced and not expired but
                           so  that  the  Option  shall  not  in  any  event  be
                           exercisable  more  than ten  years  after the date of
                           grant of the Option and shall lapse if not  exercised
                           during the Option Period.

         (2) The Option shall, in the following circumstances but subject to the
provisions  of  this  Rule  E,  be  exercisable  earlier  or  otherwise  than as
aforesaid:

                  (i)      if the Option Holder  ceases to be a Qualified Person
                           before the  commencement  of the Option Period or (if
                           the  Option  Period  shall have  commenced)  while an
                           Option   Period is  current:  by  reason  of  injury,
                           disability or redundancy (within  the  meaning of the
                           Employment Protection (Consolidation) Act 1978) or by
                           reason  of  retirement  on  reaching pensionable  age
                           within  the  meaning  of  Schedule  20 to  the Social
                           Security  Act 1975 or any  other  age at which  he is
                           bound to retire in accordance  with the  terms of his
                           contract of  employment  whereupon  the Option may be
                           exercised until the expiry of the latest of:

<PAGE>

                           (a)      six months of his so ceasing;

                           (b)      three years and six months after the date of
                                    Grant of the Option; and

                           (c)      three  years and six  months  after the date
                                    (prior to cessation)  that the Option Holder
                                    last exercised an option in circumstances in
                                    which  paragraphs (a) and (b) of sub-section
                                    3 of Section  38 of  Finance  Act 1984 apply
                                    and thereafter the Option shall lapse;

                           (d)      in relation  to options  granted on or after
                                    23rd  January,  1991 such greater  period as
                                    the Board in its absolute  discretion  shall
                                    allow; and in relation to options granted on
                                    or after 23rd January,  1991 if he so ceases
                                    for any other reason at any time, the Option
                                    may not be exercised at all unless the Board
                                    shall so permit,  in which event it may (and
                                    subject to (ii) below must,  if at all),  be
                                    exercised  to the  extent  permitted  by the
                                    Board within the period mentioned herein.

                  (ii)     if the Option Holder dies before the  commencement of
                           the  Option  Period  while  still  being a  Qualified
                           Person or (if the Option Period shall have commenced)
                           while an  Option  Period  is  current  whereupon  the
                           Option may be exercised  within  twelve months of his
                           death  by  his  legal  personal  representatives  and
                           thereafter the Option shall lapse;

                  (iii)    if the  Option  Holder  ceases to hold the  office or
                           employment  by  virtue  of  which  he is a  Qualified
                           Person  while still  being a Qualified  Person at any
                           time on or  after  the  First  Exercise  Date for any
                           reason other than those set out in sub-clause E(2)(i)
                           and the Board  resolves that the Option should become
                           exercisable  whereupon  the Option  may be  exercised
                           within 90 days of him so ceasing (unless the Board in
                           its absolute  discretion  allows some greater period)
                           and thereafter the Option shall lapse;

                  (iv)     In  the  event  that  notice  is  duly  given  to the
                           stockholders  of the  Company of a proposal to merge,
                           amalgamate,  or otherwise  reconstruct the capital of
                           the  Company or to dissolve or wind-up the Company or
                           in the event an offer to purchase the Shares shall be
                           made to the  holders of Shares  generally  (where any
                           person  obtains  control of the  Company as a result)
                           then the  Option  Holders  may  exercise  the  Option
                           immediately prior to:-

                           (i)      such merger; amalgamation or reconstruction;
                                    or

                           (ii)     the  commencement  of  such  dissolution  or
                                    winding-up; or

                           (iii)    the lapse of an offer to  purchase shares by
                                    virtue of which a person  obtains control of
                                    the Company

                  (v)      for the purposes of the foregoing  sub-clause  (iv) a
                           person  shall be deemed to have  obtained  control of
                           the Company if he and others  acting in concert  with
                           him have together obtained control of it.

         (3)      Each  period  referred to in Rule E (2) shall in any event end
not later than ten years from the date of grant of the Option.

         (4) Any Option that is  exercisable  on the attainment of a performance
target  specified  pursuant  to Rule B(4) shall  lapse (if and to the extent not
waived by the Committee with the prior approval of the Board of Inland  Revenue)
if such performance target has not been attained.

<PAGE>

         (5)    No Option is to be exercised if the Option Holder has a Material
Interest

         (6) Exercise of an Option is to be by application in writing  addressed
to the Company and  specifying  the number of Option  Shares in respect of which
the Option is being  exercised on that  occasion and  accompanied  by payment in
full of the  Subscription  Price for such Option Shares,  such application to be
delivered or sent by prepaid post to the registered office for the time being of
the Company or to such office as may from time to time be specified.

         (7) Subject to such consents of the Bank of England,  H.M.  Treasury or
other competent authority under the regulations or enactments for the time being
in force as may be necessary and subject to compliance by the Option Holder with
the terms of the Option the Company will not later than  twenty-eight days after
receipt of the application make an allotment or transfer to the Option Holder of
the number of Shares specified in the application at the Subscription  Price (as
adjusted in  accordance  with the  provisions of the Scheme) and will deliver to
the Option Holder definitive Share Certificates in respect thereof.

F.       SUBSTITUTION OF OPTION SHARES

         (1)  Notwithstanding  the provisions of sub-rule E(2)(iv) hereof if any
company (hereinafter called the "acquiring company") shall obtain control of the
new Company as a result of making:

         (a)      A  general  offer to  acquire  the whole of the  issued  share
                  capital of the company which offer is made on a condition that
                  if the condition is satisfied the acquiring  company will have
                  control of the Company; or

         (b)      A general offer to acquire all shares of the Company which are
                  of the same class as the Option Shares;

any Option Holder may at any time within the  appropriate  period (as defined in
sub-clause (2) below) by agreement with the acquiring company release his rights
under the Scheme  (hereinafter  called "the old rights") in consideration of the
grant  to  him of  rights  (hereinafter  called  "the  new  rights")  which  are
equivalent  (as defined in sub-clause (3) below) to the old rights but relate to
shares in a company other than the Company  (being either the acquiring  company
or some other company within the provisions of paragraph 7(b) or (c) of Schedule
10 to the Finance Act 1984).

         (2) For the  purposes of  sub-rule  F(1) above the  appropriate  period
means a period of 90 days beginning with the time when the acquiring company has
obtained  control of the Company and (if  applicable)  any condition  subject to
which the offer is made is satisfied.

         (3) For the  purposes  of  sub-rule  (1) above the new rights  shall be
equivalent to the old rights if the  requirements  of paragraph  4A(3)(a) to (d)
inclusive of the said Schedule 10 are met.

G.       VARIATION IN THE SHARE CAPITAL OF THE COMPANY

         On any variation of the Share Capital of the Company (whether by way of
capitalization or rights issue, sub-division or consolidation of the Shares or a
share  capital  reduction)  the  Subscription  Price and/or the number of Shares
comprised  in an Option  shall be varied in such manner as the  Committee  shall
determine and such  decision of the Committee  shall be final and binding on the
Option Holders and the Company with  notification  being given in writing to the
Option Holders PROVIDED ALWAYS THAT:

         (i)      no adjustment to the Subscription Price shall be made pursuant
                  to the provisions of this sub-paragraph  which would result in
                  any Option Shares being issued unlawfully at a discount and if
                  in the case of any such Option Shares such an adjustment would
                  but for this proviso have so resulted the  Subscription  Price
                  payable for such Option Shares shall be the par value thereof;

<PAGE>

         (ii)     no variation to the number of Shares comprised in an Option or
                  the  Subscription  Price thereof shall be made pursuant to any
                  of the provisions  contained in this  sub-paragraph  until the
                  Board of Inland Revenue have approved such variation.

H.       RIGHTS OF ORDINARY SHARES ALLOTTED

         Shares to be allotted pursuant to the exercise of any Option shall rank
pari passu in all respects and as one class with the Shares in issue at the date
of allotment but shall not rank for dividends for which the record date precedes
the date of exercise of the Option.

I.       AVAILABILITY OF SHARES

         The  Company  shall at all times  have  available  sufficient  unissued
Shares to meet any  exercise of any Option.  The maximum  number of Shares which
may be issued on the  exercise  of Options  granted  under the  Scheme  shall be
800,000.

J.       TRANSFER OF OPTIONS

         (1) No Option granted  pursuant to this Scheme nor the benefit  thereof
may be transferred assigned charged or otherwise alienated.

         (2) If an Option  Holder  does or  suffers  an act or thing  whereby he
would or might be deprived  of the legal or  beneficial  ownership  of an Option
that Option shall forthwith  lapse and the Board shall not knowingly  permit its
exercise.

K.       LOSS OF OFFICE

         If any  Option  Holder  shall  cease to be a  Qualified  Person for any
reason he shall not be  entitled  by way of  compensation  for loss of office or
(save  as  otherwise  provided  herein)  otherwise  however  to any sum or other
benefit to compensate him for the loss of any right under the Scheme.

L.       THE ADMINISTRATION OF AND AMENDMENTS TO SCHEME

         (1)      The Board may amend any of the provisions of the Scheme in any
                  way it thinks fit save that:

         (i)      no  alteration   shall  be  effective  to  abrogate  or  alter
                  adversely  any of the  subsisting  rights  of  Option  Holders
                  except with such consent or sanction on the part of the Option
                  Holders  as would be  required  under  the  provisions  of the
                  Company's  Restated  Certificate  of  Incorporation  as if the
                  Option  Shares  constituted a single class of shares and as if
                  such provisions applied mutatis mutandis thereto.

         (ii)     no  amendment  made  while the  Scheme  continues  to have the
                  approval  of the Board of Inland  Revenue  shall be  effective
                  until approved by the Board of Inland Revenue.

         (2) The  decision  of the  Committee  shall be final and binding in all
matters  relating to the Scheme and it may at any time  discontinue the grant of
further Options or decide in any year not to grant any Options.

         (3) The  Committee  shall  have the power from time to time to make and
vary  such  regulations  (not  being  inconsistent  with  the  Scheme)  for  the
implementation  and  administration  of the  Scheme  as it may think fit and its
decision on any matter relating to the  interpretation of the Rule of the Scheme
or any other matter  concerning  the Scheme shall be final and binding  (save as
expressly stated otherwise).

<PAGE>

         (4) The Scheme shall be  administered  by the Committee.  The Board may
from time to time  remove  members  from,  or add  members  to,  the  Committee.
Vacancies  on the  Committee,  howsoever  caused,  shall be filled by the Board.
Members of the  Committee  shall not be  eligible to receive  options  under the
Scheme. The Committee shall select one of its members as chairman and shall hold
meetings  at such  times  and  places as it may  determine.  A  majority  of the
Committee shall  constitute a quorum and acts of the Committee at which a quorum
is present,  or acts reduced to or approved in writing by all the members of the
Committee, shall be the valid acts of the Committee.

<PAGE>


EXHIBIT 10(h)


      GENERAL DESCRIPTION OF THE FISCAL 1997 EXECUTIVE COMPENSATION PLAN

OBJECTIVE:

 .    The objective of the Fiscal 1997 executive incentive plan is to implement a
     compensation  program  which will reflect the  executive's  responsibility,
     provide  compensation  that is both  equitable and  competitive,  and which
     will:

         Align the executive's interests with shareholder/investor's interest.

         Motivate executives to achieve the highest level of performance.

         Retain key  executives  by linking  executive  compensation  to company
         performance.

         Attract the best executives through competitive, growth-oriented plans.

         Enable sharing of growth & success  between  associates/executives  and
         shareholders.

General
Eligibility of participants:

 .    For purposes of the executive  compensation plan,  eligible associates will
     include members of the Acxiom  Executive Team (i.e. EOT members,  Corporate
     executives, business unit executives and business development executives.)

 .    For purposes of determination of "at risk" pay, eligible associates must be
     employed  at the end of the  fiscal  quarter to  receive  payment  for that
     quarter's payment. The "at risk" pay for eligible associates who joined the
     Executive Team after the beginning of the quarter will be pro-rated.

 .    For  payment of the annual  portion of "at risk" pay,  eligible  associates
     must be employed at the end of the fiscal year to receive  payment for that
     year's  payment.  The "at risk" pay for eligible  associates who joined the
     Executive Team after the beginning of the fiscal year will be pro-rated.

 .    For purposes of  determination of the long-term  incentive (LTI),  eligible
     associates  must be employed and be a member of the  Executive  Team on the
     date the Board of Directors  reviews the LTI grants for that year. There is
     no provision  for  prorating  partial  years.  These options fall under the
     Acxiom stock option plan and will be subject to all standard provisions.

 .    The  determination  of  the  "at  risk"  is  made  based  on  the  eligible
     associate's  base salary as of April 1, 1996,  uplifted by 8% to compensate
     for salary increases during the year (pro-rated based on review date.)

Components:

 . The  components  of the fiscal  1997  compensation  plan  together  with their
relative weightings are:

                                                            CORP.          BUE/
                                              EOT           TEAM           BDE
         Base salary (not at risk)            40%            50%           60%
         Base salary (at risk target)         25%            25%           20%
         Long Term Incentive                  35%            25%           20%
                                             ---            ---           ---
                                             100%           100%          100%

<PAGE>

At-Risk Component
The at-risk pay will be based on the change in EVA attained  with two EPS gates.
Gate 1 is for the beginning of Initial  Funding of Incentives  and Gate 2 is for
the full funding of incentives at target levels.  The theory (Stern Stewart also
developed  the EVA concept) and the  rationale  for this plan were  developed by
Stern Stewart Inc. and are summarized below.

 .     Maximizing EVA is the key to maximizing shareholder value:
 .     Maximizing  other measures (e.g.,  earnings,  returns,  cash flow) doesn't
      necessarily  maximize value. EVA has the best correlation with shareholder
      value (empirical studies)

EVA Incentive Principles
 .     Target Incentive
         Competitive total compensation opportunity
 .     Expected EVA Improvement
         Performance standard to achieve "Target"
 .     Sharing of EVA Improvement Above/Below Expected
         Associates and shareholders share risks and rewards
 .     Incentive Bank
         Cumulative performance and incentive linked

What is Expected EVA Improvement?
 .     Positive  EVA leads to  positive  value-added  (premium to book value)
 .     EVA improvement results in growth in value-added
 .     Market values  typically include  an  expectation  of EVA  improvement
 .     Investor  expectations  are attained by meeting expected EVA improvement

Target Incentives and Expected EVA Improvement
 .     Achievement of Expected EVA Improvement  results in Target Incentive Pool.
 .     Expected EVA  Improvement  is based on Acxiom's  market value and investor
      expectations.
 .     Target Incentive Pool provides competitive cash compensation.

Sharing of Incremental EVA Results
 .     Sharing of incremental EVA  (above/below  "Expected") is constant
 .     * 50% of every $1 of EVA above  expected is added to incentive  pool.
      * 50% of every $1 of EVA below expected is subtracted from incentive
        pool (EVA improvement can be below zero.)
 .     Associates/executives  share in all risks and  rewards (no caps or floors)
 .     Incentive cost is about 5.5% of incremental NPV of shareholder gains

Incentive Bank Principles
 .     Incentive Pool for current year "deposited" into incentive bank
 .     Bank balance distributed:
      * 100% up to "target" incentive
      *  33% above "target" incentive
 .     Remaining bank balance reserved against future performance
 .     "Negative" bank balance "repaid" before future incentives are paid

Incentive Funding (EPS Gates)
 .     Incentive attainment determined based on EVA achievement
 .     Incentive  funding  subject  to pro  rata  reduction  if EPS Gates are not
      achieved  (includes  Cust. and Assoc. Satisfaction.)
 .     Bank "deposits" equal to Incentive Attained Times Funding Factor. (Funding
      factor equals Incentives funded divided by Incentives Attained.)

<PAGE>

 .      Existing bank balances also subject to forfeiture to satisfy EPS Gates.

"At Risk" Target Opportunity
         Financial
                  Common Fate Company EVA (2)                 25%
                  Group/Unit Performance EVA (3)              55%

         Customer Satisfaction (4)                            10%

         Associate Satisfaction (5)                           10%

Subject to the Funding Gate Based on Corporate EPS (1)

Revenue Groups/Units:
The business group and unit EVA is the  controllable  EVA for a revenue business
group/unit  which  includes  the direct  revenue and  expenses for the unit less
appropriate  charges  for data  center  consumption,  application  software  and
facilities as  determined by the ABM system.  Also included will be a charge for
the cost of  capital  including  accounts  receivable,  data  center  equipment,
workstation/LAN  and  facilities.  The target for your business unit EVA will be
negotiated with your EOT member.

Support Groups/Units:
Product Line EVA is determined through the ABM report which accumulates  revenue
and  expenses by product line less a charge for the data center cost of capital.
The product line EVA contribution percentage will be to improve the product line
EVA as a  percentage  of revenue  from the prior  year.  Specific  targets  will
reflect  product lines which your business unit is most closely  aligned with as
negotiated with your EOT member.

The  business  plan target  component  (for support  units) is to maintain  your
expenses at or below your fiscal 1997 business plan.

(1)      EPS Gate Calculation

         The EPS  target  for  fiscal  1997  is $.95  per  share  including  the
         acquisitions  of Pro CD and DMI which were  effective  April 1. All "at
         risk"  payments  are subject to first  achieving  Acxiom's EPS targets.
         There are two gates.  The first gate is a gate to begin initial funding
         of the  incentive  plans.  The second  gate is for full  funding of the
         incentive plans at target. The funding calculation is as follows:

Gate 1 - Corporate  Gate for  Initial  Funding of  Incentives   (equals  25% EPS
         Growth) - $.88 for FY `97

    .     25% of all earnings  above  $.88/share  will be added to the Incentive
          Fund  (This  will  generate  approximately $1,000 million in funding @
          $.95/EPS)

Gate 2 - Corporate Gate for full funding of Incentives - $.95/EPS

    .    100% of all earnings above  $.95/share  will be added to the Incentive
         Fund until the Target  Incentives  have been  funded  (estimated  to be
         approximately $5,500,000 for FY `97.)

Over Achievement

    .    Above the Funding & EVA Targets,   50% of all  Incremental  EVA will be
         added to Incentive Funding with no gate calculation. Above target funds
         will be added to the respective incentive banks and 1/3 will be paid at
         the end of the fiscal  year and 2/3 will be banked  for future  payment
         (subject to the sustained business performance of Acxiom Corporation.)

<PAGE>

    .    The over  achievement  EVA will be  funded at the  corporate  level and
         distributed  to  the  Business  Groups/Units  that  overachieved  their
         respective EVA targets.

(2)      Financial - common fate - This  component  is based on "Acxiom  EVA" as
         indicated  together  with the  percentage  of at-risk  assigned  on the
         attached  table.  When the  common  fate  target is "Acxiom  EVA",  the
         calculation will represent the total EVA for Acxiom Corporation.

(3)      Financial - group/unit  performance - This component is based on either
         "Group EVA", "Unit EVA",  "improvement in product EVA" or the "Business
         Plan".  Group  EVA  is  the  sum of the  revenue  business  unit  EVA's
         reporting to same EOT member.

(4)      Customer  and  Quality  Performance  Measures  - The  objective  of the
         customer  satisfaction/quality  initiative  is to establish  consistent
         direction without having regulated  practices.  The long-term objective
         is to have a total customer satisfaction process in each business unit.

         By March 31, 1997, the following goals must be met.

         A.      All  associates in the business unit should continue to gain  a
                 thorough  understanding of the  customer satisfaction   process
                 standards.

         B.      The business unit must conduct an assessment of their practices
                 against these standards.

         C.      The business  unit  must  select  an area where  improvement is
                 needed  based on  the  result of  the  assessment  and  make an
                 improvement in their customer satisfaction process.

         D.      The business unit must document and publish the results  of the
                 specific customer improvement effort.

         The result  should be to replace  less  effective  practices  with more
effective practices.

(5)      Associate Satisfaction Measures

         A.       The annual  associate  survey results must be  communicated to
                  all associates in the business unit. Each business unit should
                  identify the area(s) of primary concern to be addressed by the
                  business  unit.  Any  corporate  issues should be forwarded to
                  your Human Resources Representative but not included as one of
                  the BU top three issues.

         B.       Each  business  unit should  develop action  plans for the top
                  three  issues  identified   in the survey feedback process and
                  begin implementation of the action plans.

         C.       Each  business  unit should  establish  measurements for these
                  action plans and a  communication process to all business unit
                  associates about the progress.

         D.       The Business Unit Human Resources Representative should review
                  and verify  completion of A, B and C above  by signing  off on
                  the gainsharing assessment documentation.

Method of payment:
 .    Payments will be made on a quarterly basis based on attainment of financial
     objectives up to your target  incentive and subject to the EPS funding gate
     calculation, as follows:

     First Quarter - 1/8th of total opportunity  (Subject to EPS Funding Gate 2)
     Second Quarter - 1/8th of total opportunity (Subject to EPS Funding Gate 2)
     Third Quarter - 1/8th of total opportunity (Subject to EPS Funding Gate 2)

<PAGE>

     Fourth Quarter - 5/8th of total  opportunity (1/8 for the 4th Quarter & 1/2
     for the Annual Target and subject to EPS Funding Gates 1 and 2.)

 .     All  over  achievement  incentives  will be  deferred  until  the year end
      payment.

 .     All payments will be made within 60 days of the end of the quarter.

 .     All EVA and EPS gate calculations will be done on a year-to-date basis.

For the  first,  second  and third  quarters,  the  objectives  are equal to the
Year-to-date  financial targets as of the end of each respective quarter and are
subject to the EPS gate  calculation.  The total  Company EVA and EPS  quarterly
gate targets are shown below.

                     EVA                               EVA
                  (in 000's)  EPS                   (in 000's)     EPS

   First Quarter                     Third Quarter
                     $541     $.15                    $3,253       $.30

   Second Quarter                    Fourth Quarter
                   $1,346     $.22                    $2,434       $.28
                                                      ------       ----

                                     TOTALS           $7,574       $.95
                                                      ======       ====

 .     The  Incentives  for  Associate  Satisfaction  and  Customer  and  Quality
     Measures will be payable at year end if achieved and funded through the EPS
     Gate calculation.

Long-Term Incentive
 .    The  long-term  incentive  will be in the form of stock  options  and other
     performance  vehicles  as  necessary.  The  initial  vehicle  will be stock
     options.

 .    Stock options will be awarded under three categories:

         Category A - Fair market value at date of grant  Category B - 50% above
         fair market value Category C - 100% above fair market value

 .    Using the Black-Scholes  stock options pricing model, the mix of options to
     be awarded as an approximate  percentage of the total  long-term  incentive
     are:

         Category A - 25% of total long-term incentive Category B - 25% of total
         long-term incentive Category C - 50% of total long-term incentive

 . Under the long-term  incentive plan,  participants  will be awarded a grant of
stock options annually.

 .    Stock  options  awarded will vest  equally on each of the nine  anniversary
     dates  following the date of grant.  Stock  options may not be  exercisable
     later than ten years after their date of grant.

 .    The fiscal 1997 stock  options were  officially  approved and priced by the
     Board of  Directors  in January,  1996.  The number of stock  options  were
     determined  based on your  base  salary  as of  1/1/96,  uplifted  by 8% to
     compensate for salary  increases during the year (pro-rated based on review
     date.)

<PAGE>

 .    It is the current  intent of the Board of Directors  to continue  this plan
     (or a similar  plan) in future years.  The Board of Directors  reserves the
     right to modify or cancel  this plan in future  years for any reason at its
     sole discretion.

<PAGE>

EXHIBIT 10(i)

                               ACXIOM CORPORATION

                    NON-QUALIFIED DEFERRED COMPENSATION PLAN

                                    Effective
                                December 1, 1995

<PAGE>


                               ACXIOM CORPORATION
                    NON-QUALIFIED DEFERRED COMPENSATION PLAN

                                Table of Contents


ARTICLE 1   PURPOSE, DEFINITIONS AND CONSTRUCTION
      1.1   Purpose of the Plan
      1.2   Definitions
      1.3   Construction

ARTICLE 2   ELIGIBILITY
      2.1   Eligibility Requirements

ARTICLE 3   CONTRIBUTIONS TO THE PLAN
      3.1   Participant Contributions
      3.2   Employer Mandatory Matching Contribution
      3.3   Employer Discretionary Matching Contribution
      3.4   Employer Non-Matching Contributions
      3.5   Establishing of Account

ARTICLE 4   ALLOCATION AND INVESTMENT
      4.1   Allocation
      4.2   Establishment of Trust
      4.3   Allocation of Investment Earnings

ARTICLE 5   DETERMINATION OF PAYMENT OF ACCOUNT
      5.1   Vesting of Account
      5.2   Determination of Account
      5.3   Timing of Payment
      5.4   Form of Payment

ARTICLE 6   MISCELLANEOUS
      6.1   Administration of the Plan
      6.2   Amendment of the Plan
      6.3   Termination of the Plan
      6.4   Notices to Participants
      6.5   Non-Alienation
      6.6   Arbitration
      6.7   Law Governing
      6.8   Validity
      6.9   Status of Participants
      6.10  Effect on Successors in Interest


<PAGE>


                                    ARTICLE 1
                      PURPOSE, DEFINITIONS AND CONSTRUCTION

1.1       Purpose of the Plan

         This Plan is  established  by the  Employer  to permit  certain  select
management  employees,  who  are  defined  below,  to  defer  the  payment  of a
percentage  of their  Compensation,  and in  addition  thereto,  to provide  for
certain Employer  contributions to augment such employees'  retirement income in
addition to what is provided for under the tax qualified  plans of the Employer.
This Plan is not intended to, and does not,  qualify under  Sections  401(a) and
501(a) of the Internal Revenue Code of 1986, as amended, and is designed to be a
"top hat" plan under Section 201(2) of the Employee  Retirement  Income Security
Act of 1974.

1.2       Definitions

         The following  terms,  when found in the Plan,  shall have the meanings
set forth below:

         (a)     Account:  All amounts credited  under the  terms of the Plan to
to a  Participant,  the  rights to which are determined under the Plan.

         (b)     Account Balance: At any time, the total of all amounts credited
under the terms of the Plan to a Participant, the rights to which are determined
under the Plan.

         (c)  Beneficiary:  The  person(s)  and/or the trust(s)  created for the
benefit of a person or persons who are the natural  object of the  Participant's
bounty, or the Participant's estate,  whichever is designated by the Participant
to receive the benefits payable hereunder upon his death.

         (d)      Code:  The Internal Revenue Code of 1986, as it may be amended
from time to time,  including any successor.

         (e)  Compensation:  Compensation  shall be the total cash  remuneration
paid by the  Employer  during  each Plan Year,  as  reported  on Form W-2 or its
subsequent equivalent,  including bonuses, fees,  commissions,  amounts deferred
under  Code  Section  401(k)  and 125,  and  amounts  deferred  under  any other
non-qualified program of salary reduction.  Compensation  hereunder shall not be
subject to any limitations  applicable to tax qualified plans,  such as pursuant
to Code Sections 401(a)(17) or 415.

         (f)  Disability:  A  physical  or  mental  condition  of a  Participant
resulting  from bodily  injury,  disease or mental  disorder  which  renders him
incapable of continuing  his usual and customary  employment  with the Employer.
The determination of Disability shall be made by a licensed  physician chosen by
the Employer.

         (g)  Effective Date:  December 1, 1995.

         (h)  Eligible  Employee:  A person  employed by the  Employer or by any
member of a "controlled group" (as defined in Code Section 414(b)) or any entity
under "common  control" (as defined in Code Section 414(c)) with the Employer in
the position of Vice President or above,  or a person who has been designated by
the President of the Employer,  by name,  position,  or in any other manner,  as
being in the class of persons who are eligible to participate in the Plan.  Such
latter  designation  shall be made in writing by the  President of the Employer.
However,  no person who is an employee of the  Employer  shall be selected as an
Eligible  Employee  except a member of the select group of  management or highly
compensated employees of the

<PAGE>

Employer, as such term is defined under Section 201 of  the  Employee Retirement
Income  Security  Act of 1974 ("ERISA"), and regulations and rulings promulgated
thereunder by the Department of Labor.

         (i)      Employer:   Acxiom Corporation,  a corporation   organized and
existing  under  the laws  of  the  State of  Delaware,  and  any  successor  or
successors.

         (j)      Normal Retirement Age: The date on which a Participant attains
age sixty-five (65).

         (k)      Normal Retirement Date: The first day of the month  coincident
with  or next  following  a Participant's Normal Retirement Age.

         (l)      Participant: An Eligible Employee who has met the requirements
of Section  2.1  hereof,  and whose participation has not been terminated.

         (m)    Plan: The Acxiom Corporation Non-Qualified Deferred Compensation
Plan, as set forth herein, and as it may be amended from time to time.

         (n)      Plan Year:  The twelve month period beginning on January 1 and
ending on December 31 each year.

         (o) Service: The period of a Participant's employment considered in the
calculation of the vested amount of his benefits. A Participant's  Service shall
be  determined  in twelve (12) month  periods,  commencing  with the twelve (12)
month period that begins on his date of hire with the Employer,  and  thereafter
based on Plan  Years,  including  the Plan Year  within  which falls his date of
hire.  During such twelve (12) month periods,  a Year of Service will be granted
if the Participant  completes at least one thousand (1,000) Hours of Service. An
Hour of  Service  is each  hour for the  Participant  is paid by  virtue  of his
employment  with the Employer,  including  hours paid but not worked (other than
hours for which payment is made or due under any plan maintained  solely for the
purpose  of  complying  with  applicable  worker's  compensation,   unemployment
compensation or disability  insurance laws), and including hours completed prior
to the date he actually becomes a Participant hereunder.

         (p) Trust: The irrevocable trust agreement  executed by the Employer in
connection with this Plan which shall hold the amounts contributed to this Plan,
and which shall  provide  that its assets  shall be subject to the claims of the
Employer's creditors.

1.3       Construction

         The masculine  gender,  where appearing in the Plan, shall be deemed to
include the feminine  gender,  and the singular may indicate the plural,  unless
the context  clearly  indicates  the  contrary.  The words  "hereof,"  "herein,"
"hereunder"  and  other  similar  compounds  of the word  "here"  shall,  unless
otherwise  specifically  stated,  mean and refer to the entire Plan,  not to any
particular  provision or Section.  Article and Section headings are included for
convenience  of reference and are not intended to add to, or subtract  form, the
terms of the Plan.

                                    ARTICLE 2
                                   ELIGIBILITY

2.1       Eligibility Requirements

<PAGE>

         An Eligible  Employee  shall become a  Participant  hereunder as of the
first January 1 which is  coincident  with or next follows his  commencement  of
employment.  Provided,  however,  each person who is an Eligible  Employee as of
December 1, 1995, shall become a Participant as of such date,  regardless of his
employment date.

                                    ARTICLE 3
                            CONTRIBUTIONS TO THE PLAN

3.1       Participant Contributions

         Each   Participant   shall  make  a  written  election  to  reduce  his
Compensation  otherwise to be paid to him in cash,  which  election must be made
prior to the first day of the Plan Year to which the election  relates (or, with
respect  to the Plan Year  ending on  December  31,  1995,  prior to the date of
rendering  services for which such  Compensation  is being paid,  as long as the
election is made by December 30,  1995).  The Employer  shall  contribute to the
Trust the amounts reduced from the Participants' Compensation ("Salary Reduction
Contributions"), less an amount withheld for purposes of satisfying Code Section
3121, as soon as  administratively  feasible  after the amounts would  otherwise
have been paid to the  Participants;  provided,  however,  that the Participants
shall have no preferred  claim in or any  beneficial  ownership in any assets of
the  Trust.  Participants  may  elect  to  reduce  their  Compensation  in whole
percentages up to 15% of Compensation for the Plan Year; provided, however, that
the  Employer  may reduce the maximum  percentage  of  Compensation  that can be
deferred for future Plan Years by an  announcement  in writing to all applicable
Participants prior to the first day of the Plan Year for which the reduced limit
is  effective.  Any  election  made under the terms of this Section 3.1 shall be
irrevocable  for the Plan Year for which it is made. All elections  shall remain
in effect for all future Plan Years in which the Participant remains an Eligible
Employee; however, the election may be amended or revoked as of the first day of
any  subsequent  Plan Year if such  amendment or revocation is executed prior to
the first day of the Plan Year.

3.2       Employer Mandatory Matching Contribution

         The Employer  shall make an Employer  Mandatory  Matching  Contribution
each Plan Year equal to (a) less (b), where:

         (a) is  fifty  percent  (50%)  of the  Participant's  Salary  Reduction
Contributions made under this Plan and the Acxiom Corporation Retirement Savings
Plan, combined,  which Employer Mandatory Matching contribution is limited to an
amount  equal  to  no  more  than  three  percent  (3%)  of  the   Participant's
Compensation, and

         (b) is the amount  allocated  for such period as an  Employer  Matching
Contribution under the Acxiom Corporation Retirement Savings Plan.

3.3       Employer Discretionary Matching Contribution

         The Employer may make an  additional  matching  contribution  each Plan
Year, to be known as an Employer Discretionary  Matching Contribution,  equal to
(a) less (b) and (c), where:

         (a) is  fifty  percent  (50%)  of the  Participant's  Salary  Reduction
Contributions made under this Plan and the Acxiom Corporation Retirement Savings
Plan, combined, which Employer Discretionary Matching Contribution is limited to
an  amount  equal  to no  more  than  six  percent  (6%)  of  the  Participant's
Compensation, and

<PAGE>

         (b)    is the amount  allocated for such period as an Employer Matching
Contribution  under the Acxiom Corporation Retirement Savings Plan, and

         (c)    is the amount allocated for such period as an Employer Mandatory
Matching  Contribution  under this Plan.

         The  determination  as to whether an  Employer  Discretionary  Matching
Contribution  shall be made is in the sole  discretion of the Board of Directors
of the Employer, determined on an annual basis.

3.4       Employer Non-Matching Contributions

         The Employer may make an Employer  Non-Matching  Contribution each Plan
Year equal to a percentage of each  Participant's  Compensation as determined by
the Board of Directors of the Employer each Plan Year.

         The determination as to whether an Employer  Non-Matching  Contribution
shall  be made is in the  sole  discretion  of the  Board  of  Directors  of the
Employer, determined on an annual basis.

3.5       Establishing of Account

         Each  Participant  herein shall have maintained in his name an Account,
to which shall be credited his Salary  Reduction  Contributions,  as well as his
allocable share of Employer  contributions made under the terms of this Article.
A Participant's Account shall reflect his share of such contributions, including
his allocable share of any gains and losses pursuant to Section 5.4 hereof.

                                    ARTICLE 4
                            ALLOCATION AND INVESTMENT

4.1       Allocation

         Contributions made pursuant to Section 3.1 hereof shall be allocated to
the  Account  of the  Participant  from whose  Compensation  such  amounts  were
reduced.

         Any  contribution  made  pursuant to Sections  3.2,  3.3 and 3.4 hereof
shall be allocated  to each  Participant  who is an Eligible  Employee as of the
last day of the Plan Year for which such  contribution  was made,  except that a
Participant need not be an Eligible Employee on the last day in order to receive
such an allocation if that  Participant  terminated  employment  during the Plan
Year as a result of his death, Disability,  attainment of Normal Retirement Age,
or such other cause as shall be deemed as  acceptable  by the Board of Directors
of the Employer.

4.2       Establishment of Trust

         The  Employer  shall  establish  the Trust with regard to the  Accounts
hereunder, designed to be an irrevocable grantor trust under Code Section 671.

4.3       Allocation of Investment Earnings

         Assets  contributed  to  the  Trust  shall  be  invested  in  the  sole
discretion of the trustee of the Trust and  Participants  shall have no right to
direct the investment of assets in the Trust or in the Account.

<PAGE>

         However,   Accounts  shall  be  credited  with  earnings  (the  "Deemed
Earnings") equal to the amount that would have been earned had the Accounts been
invested  in the  investments  as selected  by the  Participants  from a menu of
investment options reasonably  equivalent to the investments available under the
Acxiom  Corporation  Retirement  Savings Plan. The Participants shall notify the
Company via such telephonic or other form of notification as shall be determined
by the  Company  as to  how  the  Participants  would  invest  the  Accounts  if
Participants  could direct the  investments.  If no such deemed  investments are
selected by the Participants,  the Deemed Earnings shall be determined as if the
Accounts  were  invested  in the  default  investment  vehicle  under the Acxiom
Corporation Retirement Savings Plan.

                                    ARTICLE 5
                       DETERMINATION OF PAYMENT OF ACCOUNT

5.1       Vesting of Account

         A Participant's right to receive payment from the Employer in an amount
equal to his Account derived from  contributions  made under Section 3.1 hereof,
plus the Deemed Earnings thereon, shall be one hundred percent (100%) vested and
non-forfeitable at all times.

         As to  all  other  Participants,  and  as  to  the  amount  of  such  a
Participant's  Account other than that derived from  contributions made pursuant
to Section 3.1  hereof,  the  Participant's  right to receive  payment  from the
Employer equal to his Account shall become one hundred percent (100%) vested and
non-forfeitable in accordance with the following:

         (a)     Upon the termination of employment of a Participant at or after
                 his Normal Retirement Date.

         (b)     Upon a  determination of  Disability in accordance with Section
                 1.2(e) hereof.

         (c)     Upon the death of a Participant.

         Prior to the occurrence of any of the foregoing, such Participant shall
become vested in his Account in according with the following schedule:

                 Years of Service
                 With the Employer                 Vested Percentage

                        1                                  0%
                        2                                  20%
                        3                                  40%
                        4                                  60%
                        5                                  80%
                        6                                  100%

5.2   Determination of Account

         As of the date of a  Participant's  termination of employment  with the
Employer (including termination due to any of the events specified under Section
5.1 hereof),  his vested Account  Balance shall be determined in accordance with
the provisions of Section 5.1 above. Thereafter,  as of the last day of the Plan
Year  coincident  with or next  following his  termination  of  employment,  the
non-vested  portion of his Account shall be  forfeited.  Such  forfeited  amount
shall be  reallocated  among  all  Participants  eligible  to  receive  Employer

<PAGE>

contributions  as of such date under Section 4.1 hereof,  in the proportion that
such Participant's  Compensation for the Plan Year bears to the Compensation for
the Plan Year of all Participants eligible for such contribution.

5.3       Timing of Payment

         A  Participant,  or in the  case of a  benefit  due to the  death  of a
Participant, his Beneficiary, shall be entitled to payment of his vested Account
Balance immediately  following the termination of his employment status with the
Employer.

         Payment shall be made as soon as  administratively  feasible  following
such event,  based on the  Participant's  Account Balance of the last day of the
calendar  quarter  next  preceding  the date of  distribution.  However,  if the
Employer  determines  that such  payment  would not be in the best  interest  of
remaining  participants  due to  fluctuations  in the  value  of the  Trust,  no
distribution  shall be made until a subsequent value of the Trust is determined,
as of the  last  day of the  calendar  quarter  in  which  the  event  requiring
distribution occurs.

         Payment  may  be  made  earlier  if  the  Employer  in  its  discretion
determines  that the Participant  has a severe  financial  hardship caused by an
unforeseeable emergency beyond the Participant's control. The payment is limited
to  the  amount  needed  to  meet  the  unforeseeable  emergency.  Unforeseeable
emergency shall mean severe financial hardship to the Participant resulting from
a sudden and unexpected illness or accident of the Participant or of a dependent
(an  individual  over half of whose  support for the calendar  year in which the
taxable year of the Participant begins was received,  or is treated as received,
from the Participant under Code Section 152), loss of the Participant's property
due to casualty,  or other similar  circumstances  arising as a result of events
beyond the control of the Participant.

5.4       Form of Payment

         A Participant or Beneficiary  entitled to payment shall receive,  based
upon his irrevocable  written election prior to actual  commencement of payment,
either a single lump sum payment in cash, equal annual installment payments over
a period of years elected by the Participant,  or an equivalent  annuity.  If an
annuity is elected, it shall be purchased from a commercial insurer,  based upon
the single lump sum Account  Balance that would  otherwise  be paid,  net of all
costs of acquiring the annuity,  in a form as available  from such insurer,  and
based on the applicable market rates at that time.

         This election,  however,  shall be made upon the Participant's  initial
entry into the Plan and shall be made in writing. If a Participant does not make
any such election by the end of the first Plan year in which he participates, he
shall be deemed to have elected to receive his Account Balance,  when it becomes
due,  in the form of a single lump sum  payment.  Via  written  election  not to
become effective until the end of the Plan Year following the Plan Year in which
the  election is made,  the  Participant  may change his election of the form of
payment if the Participant has not terminated his employment and if the payments
under  the Plan are not due and  ascertainable  in  amount as of the date of the
election.

                                    ARTICLE 6
                                  MISCELLANEOUS

6.1       Administration of the Plan

         The Plan shall be administered  by the Employer.  The books and records
of the Plan shall be maintained by the Employer at its expense, and no member of
the Board of Directors of the Employer,  or any employee of the Employer  acting
on its behalf,  shall be liable to any person for any action taken or omitted in

<PAGE>

connection with the  administration of the Plan, unless  attributable to his own
fraud or willful misconduct. The Employer in its capacity as administrator shall
have full  discretion  to  determine  eligibility  for and  amount and method of
payment of benefits and to construe any  ambiguous or unclear  provisions to the
Plan  and all such  decisions  of the  Employer  shall be  enforced  unless  the
decision is arbitrary or capricious.

6.2       Amendment of the Plan

         The Plan may be amended, in whole or in part, from time-to-time, by the
Board of Directors of the Employer, without the consent of any other party.

6.3       Termination of the Plan

         The Plan may be  terminated,  at any  time,  by  action of the Board of
Directors,  without the consent of any other party. The termination of this Plan
shall not result in the granting of any  additional  rights to any  Participant,
such as, to the extent  not  funded,  full  vesting  of his  Account,  except as
already provided under the terms of Section 5.1 hereof.

6.4       Notices to Participants

         From  time-to-time,  the Employer  shall provide a Participant  with an
accounting of the value of his Account no less than the frequency provided under
the Acxiom Corporation  Retirement Savings Plan.  Further, a Participant will be
provided  written  notice of any  amendment  of the Plan that affects his rights
herein, and of the termination of the Plan.

6.5      Non-Alienation

         To the  extent  permitted  by law,  the  right  of any  Participant  or
Beneficiary in any Account Balance  hereunder shall not be subject in any manner
to  attachment  or other  legal  process  for the debts of such  Participant  or
Beneficiary,  and any such Account balance shall not be subject to anticipation,
alienation, sale, transfer, assignment or encumbrance.

6.6      Arbitration

         Any dispute or  controversy  arising under or in  connection  with this
Plan shall be settled  exclusively by arbitration in Faulkner County,  Arkansas,
in accordance  with the rules of the American  Arbitration  Association  then in
effect.  Judgment may be entered on the  arbitrator's  award in any court having
jurisdiction.  Each party shall bear his or its own costs of arbitration, but if
Employee is the prevailing  party in such  arbitration,  he shall be entitled to
recover from Acxiom  Corporation  as party of any award  entered his  reasonable
expenses for attorneys' fees and disbursements.

6.7      Law Governing

         This Plan shall be governed by and  construed  in  accordance  with the
laws of the  State  of  Arkansas  without  giving  effect  to any  principle  of
conflict-of-laws  that would  require  the  application  of the law of any other
jurisdiction.

6.8      Validity

         The  invalidity or  unenforceability  of any provision or provisions of
this Plan shall not affect the validity or enforceability of any other provision
of this Plan, which shall remain in full force and effect.

<PAGE>

6.9      Status of Participants

         Participants  have the status of  general  unsecured  creditors  of the
Employer with respect to their rights under this Plan.  This Plan  constitutes a
mere unsecured  promise by the Employer to pay benefits in the future. It is the
intention  of the parties  that the Plan be unfunded  for tax  purposes  and for
Title I of ERISA.

6.10     Effect on Successors in Interest

         This Plan shall inure to the benefit of and be binding  upon the heirs,
administrators, executors and successors of each of the parties thereto.

IN WITNESS WHEREOF,  and as conclusive evidence of the adoption of the foregoing
instrument comprising the Acxiom Corporation Non-Qualified Deferred Compensation
Plan,  Acxiom  Corporation,  as the Employer,  has caused its seal to be affixed
hereto  and these  presents  to be duly  executed  in its name and behalf by its
proper officers thereunto authorized this 1st day of December, 1995.

ATTEST:                                       ACXIOM CORPORATION


/s/ Catherine L. Hughes                       /s/ Rodger S. Kline
- -------------------------                     ---------------------------
Secretary                                     Name:    Rodger S. Kline
                                              Title:   Chief Operating Officer

<PAGE>

EXHIBIT 13

(This  page and  the following  four (4) pages correspond  to pages 21-25 of the
Company's Annual Report.)

Selected Financial Data

Years Ended March 31,      1996       1995       1994       1993       1992

Earnings Statement Data:
  Revenue               $ 269,902    202,448    151,669    115,827    90,905
  Net Earnings             18,223     12,405      8,397      6,230     2,143
  Earnings per share          .70        .54        .38        .30       .11
  Average shares
    outstanding            26,039     22,943     21,840     20,768    19,056
                          =======    =======    =======    =======    ====== 

March 31,                  1996       1995       1994       1993       1992

Balance Sheet Data:
  Current assets        $  54,014     43,517     35,857     36,027    29,902
  Current liabilities      31,159     24,964     12,895     14,938    12,474
  Total assets            194,049    148,170    123,378    112,841    87,380
  Long-term debt,
    excluding current
    installments           26,885     18,219     34,992     33,237    22,994
  Redeemable common
    stock                       -          -      7,692      7,222         -
  Stockholders' equity    122,741     97,177     61,896     52,171    47,424
                          =======    =======    =======    =======    ======

(In thousands, except per share data.  Per share data are restated  to  two-for-
one stock splits in both fiscal 1995 and 1993.)

      The following table is submitted in lieu of the required graphs:

      YEAR                 1992       1993       1994       1995       1996

Revenue (Dollars in
  Millions)                90.9       115.8      151.7     202.4       269.9
Earnings Per Share
  (In Dollars)              .11         .30        .38       .54         .70
Stock Price (In
  Dollars (At March 31))   3.94        8.75      10.38     16.75       23.88
Pretax Margin (In
  Percent)                  3.6         8.8        8.9       9.9        10.9
Return on Equity
  (In Percent)              4.7        12.4       13.2      15.3        16.5
Cash Flow from 
  Operations (Dollars
  in Millions)             13.8        14.0       24.6      36.9        39.3

<PAGE>

Management's Discussion and Analysis of
Financial Condition and Results of Operations


Results of Operations
In fiscal 1996, the Company recorded the highest annual revenues, earnings,  and
earnings per  share in its  history.

   The  following  table  shows the Company's revenue  distribution by  customer
industry for each  of the years in the three-year period ended March 31, 1996:

                                    1996              1995              1994

Financial Services                   27%               24%               20%
Direct Marketing                     26                22                25
Insurance                            25                30                16
Information & Communication
  Services                           15                16                16
Media/Publishing                      7                 8                10
Other                                 -                 -                13
                                    ---               ---                ---
                                    100%              100%               100%

Consolidated  revenues  were a record  $269.9  million in 1996, up 33% from 1995
after  also  increasing  33% from  1994 to 1995.  Financial  services  grew 51%,
including $20.8 million resulting from the acquisition of DataQuick  Information
Systems and an 8% growth in credit card processing  revenues.  Direct  marketing
revenues grew 61%,  reflecting a $16 million increase in revenues from the Trans
Union  Marketing  Services  contract and a 26% growth in other direct  marketing
revenues.  Insurance revenue increased 13%, including growth in revenue from the
Allstate  Insurance  Company data  management  agreement of 4% to $55.8 million.
Information and communication  services revenues were up 34% reflecting revenues
from the outsourcing  contract with The Polk Company of $6.5 million,  6% growth
in the Trans Union data center  management  agreement  to $23.6  million and 30%
growth in the remaining industry group. Media/publishing revenues did not change
substantially from 1995.
         In fiscal 1995,  consolidated  revenues  grew $50.8  million from 1994,
including $36.4 million in the insurance  industry largely due to the ramp-up of
the Allstate agreement.  Financial services grew $18.3 million reflecting strong
activity in credit card marketing.  Other industries'  revenues  increased $15.7
million,  partially offset by decreases of $20.1 million as a result of the sale
of two of the Company's subsidiaries, Acxiom Mailing Services and BSA.
         The following table presents  operating  expenses for each of the years
in the three-year period ended March 31, 1996 (in millions):

                                                            1995 to   1994 to
                              1996       1995      1994       1996      1995

Salaries & benefits          $98.1      $67.3     $65.9       +46%       +2%
Computer, communications
  and other equipment         40.9       28.3      27.3       +45        +4
Data costs                    63.4       60.0      17.4        +6      +245
Other operating costs
  and expenses                35.8       23.8      25.8       +50        -8
                             -----      -----     -----       ---      ----
                            $238.2     $179.4    $136.4       +33%      +32%
                             =====      =====     =====       ===      ====

Salaries and benefits  increased  from 1995 to 1996 by 46%, due primarily to the
acquisitions in 1996 of DataQuick and Generator Datamarketing Limited,  combined
with the effects of the Polk and Trans Union Marketing Services contracts. After
adjusting for the acquisitions and new contracts, the growth was 15%. By further
adjusting for the impact of the  InfoBase/Acxiom  Data Group, which was acquired
in 1995, the growth in salaries and benefits was only 9%,  reflecting  increased
headcount  to support  the  growth of the  business.  Effective  October 1, 1994
(fiscal 1995) the Company  purchased the remaining 50%  partnership  interest in
InfoBase not previously owned, and began consolidating InfoBase results with the
Company's  results.  The 2% increase in 1995 resulted from  increased  headcount
associated with the core U.S.  operation  largely offset by decreases  resulting
from the sales of the subsidiaries noted above.
         In 1996,  computer,  communications and other equipment costs increased
45%, but after  adjusting for the  acquisitions  and new  contracts  noted above
these costs  actually  declined by 4%. The 4% increase in 1995 was primarily due
to increases in the core  operations,  again partially offset by the decrease in
these costs for the subsidiaries divested.

<PAGE>

         Data costs in 1996 grew 6%,  reflecting  Allstate  revenue growth of 4%
together with increased InfoBase  revenues.  In 1995, data costs increased $42.6
million as a result of the ramp-up in Allstate  revenue  combined  with the data
costs associated with InfoBase revenues.
         Other  operating  costs and expenses  increased  50% in 1996;  however,
after adjusting for the new contracts, acquisitions, and a full year of InfoBase
results, the increase is reduced to 15%. This increase primarily reflects larger
advertising  expenditures  and higher  facilities  costs  associated  with newly
constructed  buildings at the Company's  headquarters  location.  In 1995, other
operating  costs and  expenses  decreased  8% due  primarily  to the effect of a
decrease in costs of hardware sales associated with BSA, which was sold in 1995.
         Income from  operations was a record $31.7 million,  an increase of 37%
from 1995. Income from operations in 1995 increased 51% from 1994. The operating
margin also increased in 1996 to 11.7% from 11.4% in 1995 and 10.1% in 1994.
         Interest  expense  decreased by $525,000 in 1996 due to lower  interest
rates and the  capitalization  of  $400,000 in  interest  costs  incurred in the
construction of Company facilities. Interest expense in 1995 also decreased from
1994, due generally to lower levels of debt.
         Other expense in 1995  increased due to the equity in operations of the
InfoBase  partnership,  which was a loss of  $259,000  in the first half of 1995
compared to income of $811,000 in 1994.  Other  expense in 1995 also  included a
$500,000  charge for the estimated cost of the disposal of certain assets of the
U.S.  operations of BSA. Other expense in 1996 no longer  includes the equity in
operations of InfoBase,  since the Company has purchased and begun consolidating
the operations of InfoBase.
         The Company's  effective tax rate was 38%, 38% and 37% for 1996,  1995,
and 1994,  respectively.  In each year,  the  effective  rate  exceeded the U.S.
statutory  rate  primarily  because of state income taxes,  partially  offset by
research and experimentation tax credits.  The Company expects the effective tax
rate to remain in the 37-39% range next year.
         Software and research and  development  spending  was $10.4  million i
1996 compared to $8.1 million in 1995 and $7.7 million in 1994.
         Net earnings was a record $18.2 million in 1996, up 47% from 1995 after
also  increasing  48% from 1994 to 1995.  Earnings  per share of $.70 was also a
record in 1996, up 30% from 1995 after also increasing 42% from 1994 to 1995.

Capital Resources and Liquidity
Working  capital at March 31,  1996  totaled  $22.9  million  compared  to $18.6
million a year earlier. At March 31, 1996 the Company had available credit lines
of $31 million of which $12 million was outstanding. Subsequent to year end, the
Company  issued a  three-year  convertible  note in the amount of $25 million in
connection with the acquisition of Direct Media/DMI, Inc. See footnote 15 of the
notes to the consolidated  financial statements for additional discussion of the
DMI  transaction.  The  Company's  debt-to-capital  ratio  (capital  defined  as
long-term debt plus stockholders'  equity) was 18% at March 31, 1996 compared to
16% at March  31,  1995.  Total  stockholders'  equity  increased  26% to $122.7
million at March 31, 1996.
         Cash  provided by operating  activities  was a record $39.3 million for
1996 compared to $36.9 million in 1995 and $24.6 million in 1994. In 1996, $46.9
million was used by investing  activities and $7.9 million was provided  through
financing activities. Investing activities in 1996 included $5.9 million paid in
the acquisition of Generator  Datamarketing  Limited and capital expenditures of
$39  million,  compared  to $24.4  million  in 1995 and $27.3  million  in 1994.
Capital  expenditures  of  $5.8  million,   $9.0  million,  and  $15.9  million,
respectively,  relate  to  assets  acquired  under  the data  center  management
agreement with Trans Union  Corporation.  In 1996, the Company also completed an
expansion  of its Conway  data  center and a new  100,000  square-foot  customer
service building on its main campus in Conway,  Arkansas.  The two projects cost
approximately  $12  million,  and were funded  through  current  operations  and
existing credit lines.
         The remainder of the capital  expenditures in 1996 primarily  relate to
data  processing  equipment  and  software  to  support  the  Company's  network
computing strategy.  The Company continues to develop innovative and proprietary
software  and  services   using   leading-edge   technology.   The  Company  has
re-engineered a number of key proprietary  processes to run in the client server
world of network computing  utilizing new low-cost  parallel  processors such as
the AT&T NCR 3550 and the DEC alpha. A large part of the Company's  research

<PAGE>


and development spending in recent years has gone into this new world of network
computing.  The  Company  is  accelerating  this  move to new  technology  while
continuing to grow the largest  mainframe  data center in the industry with over
four acres of raised  floor data center space now housing over 20 IBM and Amdahl
mainframes  representing  over 1600 "MIPS" (Millions of Instructions Per Second)
of processing power in the Arkansas headquarters  location. The Company has over
2300 MIPS of mainframe  processing power in the whole  enterprise  including the
U.K. and the Chicago data centers.
         Financing  activities  in  1996  include  debt  increases,  net of debt
payments, of $7.1 million. Financing activities in 1996 also include the effects
of cash dividends and common stock  transactions  made by DataQuick prior to its
acquisition on August 25, 1995.
         While the Company  does not have any material  contractual  commitments
for capital  expenditures,  additional  investments  in facilities  and computer
equipment will continue to be necessary to support the anticipated growth of the
business.  In addition,  new  outsourcing  or  facilities  management  contracts
frequently require substantial up-front capital expenditures in order to acquire
existing  assets.  Management  believes that the combination of existing working
capital,  anticipated  funds to be  generated  from  future  operations  and the
Company's  available  credit lines is sufficient  to meet the Company's  current
operating  needs  as  well  as  to  fund  the  anticipated   levels  of  capital
expenditures.  If additional funds are required,  the Company would use existing
credit lines to generate cash,  followed by either  additional  borrowings to be
secured by the Company's assets or the issuance of additional  equity securities
in either public or private offerings.  Management believes that the Company has
significant  unused  capacity  to raise  capital  which could be used to support
future growth.
         As discussed in footnote 13 to the consolidated  financial  statements,
the Company is involved in an arbitration  claim which, if resolved  against the
Company,  could  result in payment of an amount  which  could be material to the
financial statements.  However, management believes the ultimate outcome of this
case will  result in a  settlement,  if any,  which will not be  material to the
financial statements.

Seasonality and Inflation
Although  the Company  cannot  accurately  determine  the  amounts  attributable
thereto,  the Company has been affected by inflation  through increased costs of
compensation and other operating expenses.  Generally,  the effects of inflation
are offset by technological  advances,  economies of scale and other operational
efficiencies.  The  Company  has  established  a pricing  policy  for  long-term
contracts  which provides for the effects of expected  increases  resulting from
inflation.
         The Company's operations have not proved to be significantly  seasonal,
although  the  Company's  traditional  direct  marketing  operations  experience
slightly higher revenues in the Company's second and third quarters. In order to
minimize the impact of these fluctuations,  the Company continues to move toward
long-term strategic partnerships with more predictable revenues.  Revenues under
long-term  contract (defined as three years or longer) were 52%, 43%, and 38% of
consolidated revenues for 1996, 1995 and 1994, respectively.

Acquisitions and Partnerships
The Company completed two acquisitions during the year ended March 31, 1996. The
acquisition of Generator  Datamarketing Limited in the U.K. was accounted for as
a purchase and the  acquisition of DataQuick  Information  Systems was accounted
for as a pooling of  interests.  See footnote 15 to the  consolidated  financial
statements for a more detailed discussion of these  transactions.  Subsequent to
year end,  the Company  completed  two  additional  acquisitions,  which  became
effective as of April 1, 1996. The acquisition of Pro CD, Inc. will be accounted
for as a pooling of interests and Direct  Media/DMI,  Inc. will be accounted for
as a purchase. See footnote 15 to the consolidated financial statements for more
information regarding these acquisitions.  Together, these four acquisitions are
expected to contribute approximately $100 million in revenue in fiscal 1997.
         In October  1995,  the  Company  announced a letter of intent to form a
business alliance with the Polk Company.  The Company has assumed  management of
Polk's data center in Taylor,  Michigan and has completed a definitive  ten-year
agreement effective November 1, 1995. A phased program will transfer Polk's data
center operations to the Company's headquarters in Conway.  Management estimates
the agreement will  contribute  $15-16

<PAGE>

million in initial annual revenue. The Company and Polk are also exploring joint
ventures in marketing, product development,  data acquisition, and international
sales. The exact nature of the partnership in these  areas will be determined by
future discussions.

Other Information
In 1996,  1995,  and 1994,  the Company had two customers who accounted for more
than 10% of  revenue.  Allstate  accounted  for 20.7%,  26.4% and 12.6% in 1996,
1995, and 1994,  respectively,  and Trans Union  accounted for 15.5%,  12.6% and
13.6% in 1996,  1995,  and 1994,  respectively.  The  Trans  Union  data  center
management  agreement and marketing services agreement are for terms expiring in
2002 and the Allstate agreement's five-year term will expire in fiscal 1998. The
Company does not have any reason to believe that either of these  customers will
not continue to do business with the Company.
         Acxiom U.K.,  the Company's  United  Kingdom  business  unit,  provides
services  to the United  Kingdom  market  which are  similar to the  traditional
direct marketing industry services the Company provides in the United States. In
addition,   Acxiom  U.K.  also  provides  promotional   materials  handling  and
fulfillment services to U.K. customers. The recent Generator acquisition as well
as certain  operations of Direct Media will also be managed  through Acxiom U.K.
Most  of  the  Company's  exposure  to  exchange  rate  fluctuation  is  due  to
translation gains and losses as there are no material  transactions  which cause
exchange rate impact. The U.K. operation  generally funds its own operations and
capital expenditures,  although the Company occasionally advances funds from the
U.S. to the U.K. These advances are considered to be long-term investments,  and
any gain or loss  resulting  from changes in exchange  rates as well as gains or
losses resulting from translating the financial statements into U.S. dollars are
accumulated  in a  separate  component  of  stockholders'  equity.  There are no
restrictions on transfers of funds from the U.K.
         As noted in footnote 12 to the consolidated  financial statements,  the
Company's United Kingdom operations have sustained losses of $399,000,  $856,000
and $1,008,000 in 1996, 1995 and 1994, respectively. The losses in both 1995 and
1994 resulted from the BSA UK operation which sold catalog fulfillment software.
This operation was sold in 1995. The loss in 1996 resulted from the operation of
Generator  Datamarketing Limited, which was acquired in 1996. Management expects
the combined operations in the U.K. to be profitable in fiscal 1997.
         The Financial Accounting Standards Board has issued statements No. 121,
"Accounting for the Impairment of Long-Lived Assets and for Long-Lived Assets to
be  Disposed  of"  and  No.  123,  "Accounting  for  Stock-Based  Compensation."
Statement No. 121 will be adopted by the Company in fiscal 1997. As permitted by
Statement No. 123, the Company plans to adopt only the  disclosure  requirements
of the  statement  beginning in fiscal  1997,  while  continuing  to account for
employee  stock options under existing  accounting  rules.  Management  does not
expect  any  material  impact to the  Company's  financial  statements  from the
implementation of these new accounting standards.
         The Company has adopted a  comprehensive  privacy policy which includes
recognition  of consumers'  rights to control the  dissemination  of information
about  themselves,  the  Company's  commitment  to strict data security to avoid
unauthorized disclosures and support for programs which consumers can use to opt
out of  unrequested  solicitations.  The Company is taking the lead in exploring
industry  self-regulation  that might  preempt,  or be used as a model for,  any
national policy mandated by Congress.

Outlook
With the recent acquisitions just completed,  management expects revenue to grow
more  than  40% to the $385 - 390  million  range,  and  earnings  per  share is
expected to grow more than 30%,  including  the 11% dilution from the new shares
issued in conjunction with the latest two acquisitions.  The business  continues
to show promise for growth both domestically and in the U.K.
         The information  contained in this outlook section is a forward-looking
statement that involves a number of risks and  uncertainties.  Among the factors
that could cause actual results to differ materially are the following: business
conditions  in the  industries  served by the Company  and the general  economy,
competition,  new  laws and  regulations  impacting  the  services  the  Company
provides,  and other  risk  factors  listed  from time to time in the  Company's
reports to the Securities and Exchange Commission.

<PAGE>

(This  page  and  the following  sixteen (16)  pages correspond  to pages  26-42
Consolidated Balance Sheets

March 31, 1996 and 1995

Assets                                         1996                  1995
- ------                                         ----                  ----

Current assets:
  Cash and cash equivalents                $  3,469,000             3,149,000
  Trade accounts receivable, net             44,474,000            37,764,000
  Refundable income taxes                     1,537,000                     -
  Other current assets (notes 7 and 14)       4,534,000             2,604,000
                                            -----------           -----------
    Total current assets                     54,014,000            43,517,000
Property and equipment, net of 
  accumulated depreciation and
  amortization (notes 3, 4 and 5)            89,101,000            67,419,000
Software, net of accumulated 
  amortization of $9,714,000 in 1996
  and $6,601,000 in 1995 (note 2)            10,524,000             9,693,000
Excess of cost over fair value of net
  assets acquired, net of accumulated
  amortization of $2,593,000 in
  1996 and $1,673,000 in 1995 (note 8)       13,982,000             9,638,000
Other assets (note 14)                       26,428,000            17,903,000
                                            -----------           -----------
                                          $ 194,049,000           148,170,000
                                            ===========           ===========

Liabilities and Stockholders' Equity

Current liabilities:
  Short-term notes payable                      646,000                     -
  Current installments of long-term debt
    (note 4)                                  3,866,000             3,564,000
  Trade accounts payable                     13,596,000             8,342,000
  Accrued expenses:
    Interest                                    435,000               522,000
    Payroll and payroll related               5,111,000             5,280,000
    Other                                     7,189,000             7,055,000
  Advances from customers                       316,000               162,000
  Income taxes                                        -                39,000
                                            -----------           -----------
    Total current liabilities                31,159,000            24,964,000
Long-term debt, excluding current
  installments (note 4)                      26,885,000            18,219,000
Deferred income taxes (note 7)               10,933,000             7,138,000
Deferred revenue                              2,331,000               672,000
Stockholders' equity (notes 6, 10 and 15):
  Preferred stock                                     -                     -
  Common stock                                2,435,000             2,308,000
  Additional paid-in capital                 54,514,000            46,493,000
  Retained earnings                          68,978,000            50,776,000
  Foreign currency translation adjustment      (863,000)                7,000
  Treasury stock, at cost                    (2,323,000)           (2,407,000)
                                            -----------           -----------
    Total stockholders' equity              122,741,000            97,177,000
Commitments and contingencies (notes
  4, 5, 8, 9, 10 and 13)                    -----------           -----------  
                                          $ 194,049,000           148,170,000
                                            ===========           ===========

See accompanying notes to consolidated financial statements.


<PAGE>

 Consolidated Statements of Earnings

 Years ended March 31, 1996, 1995 and 1994

                                          1996          1995          1994
                                          ----          ----          ----

Revenue (notes 8, 10 and 11)         $ 269,902,000   202,448,000   151,669,000
Operating costs and expenses 
  (notes 2, 8 and 9):
  Salaries and benefits                 98,075,000    67,287,000    65,924,000
  Computer, communications and other
    equipment                           40,972,000    28,330,000    27,284,000
  Data costs                            63,442,000    59,963,000    17,356,000
  Other operating costs and expenses    35,755,000    23,803,000    25,841,000
                                       -----------   -----------   -----------
    Total operating costs and expenses 238,244,000   179,383,000   136,405,000
                                       -----------   -----------   -----------
    Income from operations              31,658,000    23,065,000    15,264,000
                                      -----------   -----------   -----------
Other income (expense):
  Interest expense                      (1,863,000)   (2,388,000)   (2,770,000)
  Other, net (note 8)                     (399,000)     (602,000)      939,000
                                       -----------   -----------   -----------
                                        (2,262,000)   (2,990,000)   (1,831,000)
                                       -----------   -----------   -----------
Earnings before income taxes            29,396,000    20,075,000    13,433,000
Income taxes (note 7)                   11,173,000     7,670,000     5,036,000
                                       -----------   -----------   -----------
         Net earnings                 $ 18,223,000    12,405,000     8,397,000
                                       ===========   ===========   ===========
Earnings per share                         $   .70           .54           .38
                                               ===           ===           ===
Weighted average shares outstanding     26,039,000    22,943,000    21,840,000
                                       ===========   ===========   ===========

See accompanying notes to consolidated financial statements.

<PAGE>

Consolidated Statements of Stockholders' Equity

Years ended March 31, 1996, 1995 and 1994


                                          Common stock
                                    --------------------------
                                      Number                         Additional
                                        of                            paid-in
                                      shares          Amount          capital

Balances at March 31, 1993          20,571,640     $ 2,057,000       22,715,000
  Sale of common stock                 400,424          40,000        1,401,000
  Tax benefit of stock options
    exercised (note 7)                       -               -          483,000
  Purchase of treasury stock                 -               -                -
  Issuance of treasury stock 
    for employee awards                      -               -            9,000
  Issuance of treasury stock
    to retirement savings plan               -               -           16,000
  Accretion on redeemable common
    stock (note 10)                          -               -                -
  Translation adjustment                     -               -                -
  Net earnings                               -               -                -
                                    ----------      ----------      ----------
Balances at March 31, 1994          20,972,064       2,097,000      24,624,000
  Sale of common stock (note 6)      1,144,227         115,000      12,833,000
  Tax benefit of stock options
    exercised (note 7)                       -               -         252,000
  Issuance of common stock
    warrants (note 10)                       -               -         536,000
  Issuance of treasury stock to
    retirement savings plan                  -               -         461,000
  Accretion on redeemable common
    stock (note 10)                          -               -               -
  Transfer of redeemable common
    stock to stockholders' equity
    (note 10)                          960,000          96,000       7,787,000
  Translation adjustment                     -               -               -
  Net earnings                               -               -               -
                                    ----------      ----------      ----------
Balances at March 31, 1995          23,076,291       2,308,000      46,493,000
  Dataquick merger (note 15)           984,839          98,000       5,212,000
  Retirement of DataQuick common
    stock prior to merger                    -               -      (1,010,000)
  Sale of DataQuick common stock
    prior to merger                          -               -         190,000
  Dataquick dividends prior to
    merger                                   -               -               -
  Sale of common stock                 281,397          28,000       2,091,000
  Tax benefit of stock options
    exercised (note 7)                       -               -         656,000
  Issuance of employee stock
    awards                               6,678           1,000         102,000
  Issuance of treasury stock
    to retirement savings plan
    and for directors' fees                  -               -         780,000
  Translation adjustment                     -               -               -
  Net earnings                               -               -               -
                                    ----------      ----------      ----------
Balances at March 31, 1996          24,349,205    $  2,435,000      54,514,000
                                    ==========      ==========      ==========

See accompanying notes to consolidated financial statements.

Consolidated Statements of Stockholders' Equity
Years ended March 31, 1995, 1994 and 1993
                                               Treasury Stock
                                  Foreign                              Total
                                 currency     Number               stockholders'
                     Retained   translation     of                    equity
                     earnings   adjustment    shares     Amount      (note 6)


Balances at March
  31, 1993          30,635,000   (668,000)  (708,448)  (2,568,000)   52,171,000
  Sale of common 
    stock                    -          -          -            -     1,441,000
  Tax benefit of 
    stock options 
    exercised 
    (note 7)                 -          -          -            -       483,000
  Purchase of 
    treasury stock           -          -     (2,156)     (20,000)      (20,000)
  Issuance of 
    treasury stock
    for employee
    awards                   -          -      1,700        6,000        15,000
  Issuance of 
    treasury stock
    to retirement
    savings plan             -          -      3,372       13,000        29,000
  Accretion on
    redeemable 
    common stock
    (note 10)         (470,000)         -          -            -      (470,000)
  Translation 
    adjustment               -   (150,000)         -            -      (150,000)
  Net earnings       8,397,000          -          -            -     8,397,000
                    ----------   --------   --------   ----------    ----------
Balances at March
  31, 1994          38,562,000   (818,000)  (705,532)  (2,569,000)   61,896,000
  Sale of common
    stock (note 6)           -          -          -            -    12,948,000
  Tax benefit of 
    stock options
    exercised 
    (note 7)                 -          -          -            -       252,000
  Issuance of 
    common stock
    warrants 
    (note 10)                -          -          -            -       536,000
  Issuance of 
    treasury stock
    to retirement
    savings plan             -          -     49,747      162,000       623,000
  Accretion on 
    redeemable 
    common stock 
    (note 10)         (191,000)         -          -            -      (191,000)
  Transfer of 
    redeemable 
    common stock
    to stockholders'
    equity (note 10)         -          -          -            -     7,883,000
  Translation 
    adjustment               -    825,000          -            -       825,000
  Net earnings      12,405,000          -          -            -    12,405,000
                    ----------   --------   --------    ---------   -----------
Balances at 
  March 31, 1995    50,776,000      7,000   (655,785)  (2,407,000)   97,177,000
  Dataquick merger
    (note 15)          447,000          -          -            -     5,757,000
  Retirement of
    DataQuick 
    common stock
    prior to merger          -          -          -            -    (1,010,000)
  Sale of DataQuick
    common stock 
    prior to merger          -          -          -            -       190,000
  Dataquick
    dividends prior
    to merger         (468,000)         -          -            -      (468,000)
  Sale of common
    stock                    -          -          -            -     2,119,000
  Tax benefit of 
    stock options 
    exercised 
    (note 7)                 -          -          -            -       656,000
  Issuance of 
    employee stock
    awards                   -          -          -            -       103,000
  Issuance of 
    treasury stock
    to retirement 
    savings plan 
    and for 
    directors' fees          -          -     34,664       84,000       864,000
  Translation
    adjustment               -   (870,000)         -            -      (870,000)
  Net earnings      18,223,000          -          -            -    18,223,000
                    ----------   --------   --------    ---------   -----------
Balances at March
  31, 1996          68,978,000   (863,000)  (621,121)  (2,323,000)  122,741,000
                    ==========   ========   ========    =========   ===========
<PAGE>


Consolidated Statements of Cash Flows

Years ended March 31, 1996, 1995 and 1994

                                             1996         1995         1994
                                             ----         ----         ----

Cash flows from operating activities:
  Net earnings                           $ 18,223,000   12,405,000    8,397,000
  Non-cash operating activities:
    Depreciation and amortization          21,602,000   19,566,000   19,397,000
    Loss on disposal of assets                 49,000      114,000       44,000
    Equity in operations of joint venture           -      259,000     (811,000)
    Deferred taxes                          3,434,000      319,000    1,492,000
    Other, net                                149,000    1,803,000      787,000
  Changes in operating assets and 
    liabilities:
    Accounts receivable                    (4,092,000)  (8,271,000)  (5,661,000)
    Other assets                           (5,173,000)      60,000    2,282,000
    Accounts payable and other liabilities  5,115,000   10,692,000   (1,337,000)
                                           ----------   ----------   ----------
      Net cash provided by operating
        activities                         39,307,000   36,947,000   24,590,000
                                           ----------   ----------   ----------

Cash flows from investing activities:
  Disposition of assets                       402,000    5,717,000      118,000
  Cash received in merger                   1,624,000            -            -
  Development of software                  (3,944,000)  (1,084,000)  (1,718,000)
  Capital expenditures                    (39,021,000) (24,417,000) (27,325,000)
  Advances to joint venture                         -            -     (616,000)
  Net cash paid in acquisitions
    (notes 8 and 15)                       (5,914,000)  (7,290,000)           -
  Net cash included in disposition                  -            -   (1,471,000)
                                           ----------  -----------  -----------
    Net cash used by investing activities (46,853,000) (27,074,000) (31,012,000)
                                           ----------  -----------  -----------

Cash flows from financing activities:
  Proceeds from current and long-term
    debt                                   11,995,000            -    5,442,000
  Payments of current and long-term debt   (4,897,000) (20,147,000)  (1,446,000)
  Sale of common stock                      2,309,000   12,948,000    1,441,000
  Purchase of treasury stock                        -            -      (20,000)
  Dataquick pre-merger retirement of
    common stock                           (1,010,000)           -            -
  Dataquick pre-merger dividends             (468,000)           -            -
                                          -----------  -----------  -----------
    Net cash provided (used) by
      financing activities                  7,929,000   (7,199,000)   5,417,000
                                          -----------  -----------  -----------
Effect of exchange rate changes on cash       (63,000)           -        1,000
                                          -----------  -----------  -----------
Net increase (decrease) in cash and
  cash equivalents                            320,000    2,674,000   (1,004,000)
Cash and cash equivalents at beginning
  of year                                   3,149,000      475,000    1,479,000
                                          -----------  -----------  -----------
Cash and cash equivalents at end of year  $ 3,469,000    3,149,000      475,000
                                          ===========  ===========  ===========

Supplemental cash flow information:
  Non-cash investing and financing 
    activities:
    Capital lease obligations incurred            $ -    $ 566,000    $ 500,000
    Non-cash proceeds from disposition
      (note 14)                                     -            -   12,672,000
    Warrants issued in asset acquisition
      (note 10)                                     -      536,000            -
  Cash paid during the year for:
    Interest                                2,214,000    2,475,000    2,845,000
    Income taxes                            8,660,000    6,137,000    3,128,000
                                          ===========    =========  ===========


See accompanying notes to consolidated financial statements.


<PAGE>

Notes to Consolidated Financial Statements
March 31, 1996, 1995 and 1994

(1) Summary of Significant Accounting Policies
    (a) Nature of Operations
        The Company provides information management technology and other related
           services,  primarily for marketing  applications.  Operating units of
           the  Company  provide  list  processing   services,   data  warehouse
           services,  data  and  information  products,   fulfillment  services,
           computerized list, postal and database services,  and outsourcing and
           facilities  management  services in both the United States (U.S.) and
           United Kingdom (U.K.).

    (b) Consolidation Policy
        The consolidated financial  statements  include  the  accounts of Acxiom
           Corporation  and  its  subsidiaries.   All  significant  intercompany
           balances and  transactions  have been  eliminated  in  consolidation.
           Prior to October 1, 1994 the  Company  carried  its 50%  interest  in
           Infobase Services ("Infobase") on the equity method (see note 8).

    (c) Revenue Recognition
        Revenues  from the  production  of direct  marketing  lists  and  CD-ROM
           products are recognized  when shipped.  Revenues from data processing
           and  outsourcing  and facilities  management  services are recognized
           when the services are performed.  Costs  incurred in connection  with
           the  conversion  phase  of  outsourcing  and  facilities   management
           contracts are deferred and  amortized  over the life of the contract.
           Included  in other  assets are  unamortized  conversion  costs in the
           amount of  $10,620,000  and  $4,725,000  at March 31,  1996 and 1995,
           respectively.   Revenues  from  software   licenses  are   recognized
           primarily when the software is installed or when the Company fulfills
           its  obligations  under the sales  contract.  The Company  recognizes
           revenue from long-term  contracts involving  significant  production,
           modification,    or    customization    of    software    using   the
           percentage-of-completion  method,  based  on  performance  milestones
           specified  in the  contract  where  such  milestones  fairly  reflect
           progress toward contract  completion.  In other  instances,  progress
           toward  completion is based on individual  contract costs incurred to
           date  compared  with  total  estimated   contract   costs.   Revenues
           associated  with the promotional  fulfillment  service are recognized
           based  on usage of the  service.  Billed  but  unearned  portions  of
           revenues are reported as deferred revenues.

    (d) Accounts Receivable
        Financial   instruments  which   potentially   subject  the  Company  to
           concentrations of credit risk consist primarily of trade receivables.
           All of the Company's receivables are from a large number of customers
           located throughout the U.S. and the U.K.  Accordingly,  the Company's
           credit risk is affected by general economic conditions.  Although the
           Company has several large  individual  customers,  concentrations  of
           credit risk are limited  because of the  diversity  of the  Company's
           customers.

        Trade  accounts  receivable are presented net of allowances for doubtful
           accounts  and  credits  of   $1,880,000  and  $2,143,000 in 1996  and
           1995, respectively.

    (e) Property and Equipment
        Property and equipment are stated at cost. Depreciation and amortization
            are calculated on the straight-line method over the estimated useful
            lives of the assets as follows:


                                                      Estimated useful lives

            Buildings and improvements                     5 - 30 years
            Office furniture and equipment                 3 - 10 years
            Data processing equipment                      2 - 10 years

       Gains or losses  resulting  from sales or  retirements  are  recorded as
           incurred,  at which time related costs and  accumulated  depreciation
           are removed from the accounts. Maintenance and repairs are charged to
           expense  as  incurred.   Property   held  under   capitalized   lease
           arrangements   is  included  in  property  and  equipment,   and  the
           associated liabilities are included with long-term debt. Property and
           equipment  taken out of service  and held for sale is recorded at net
           realizable value and depreciation is ceased.

    (f) Software and Research and Development Costs
        Capitalized   and   purchased   software   costs  are   amortized  on  a
           straight-line basis over the remaining estimated economic life of the
           product,  or the  amortization  that would be  recorded  by using the
           ratio  of  gross   revenues  for  a  product  to  total  current  and
           anticipated  future  gross  revenues for that  product,  whichever is
           greater.   Research

<PAGE>

           and  development costs  incurred prior to establishing  technological
           feasibility  of   software  products  are charged  to  operations  as
           incurred.

    (g) Excess of Cost Over Fair Value of Net Assets Acquired
        The excess of  acquisition  costs  over the fair  values  of net  assets
           acquired in business  combinations  treated as purchase  transactions
           (goodwill) are being amortized on a straight-line basis over 15 to 25
           years from acquisition dates. The Company periodically  evaluates the
           existence of goodwill impairment on the basis of whether the goodwill
           is fully recoverable from the projected,  undiscounted net cash flows
           of the related business unit.

    (h) Income Taxes
        The Company and its  domestic subsidiaries  file a  consolidated Federal
           income tax return.  The Company's  foreign subsidiaries file separate
           income tax returns in the United Kingdom.

        Deferred tax assets and  liabilities  are  recognized for the future tax
           consequences   attributable  to  differences  between  the  financial
           statement  carrying  amounts of existing  assets and  liabilities and
           their  respective tax bases.  Deferred tax assets and liabilities are
           measured  using enacted tax rates expected to apply to taxable income
           in the years in which those temporary  differences are expected to be
           recovered  or  settled.   The  effect  on  deferred  tax  assets  and
           liabilities  of a change in tax rates is  recognized in income in the
           period that includes the enactment date.

     (i) Foreign Currency Translation
         The balance sheets of the Company's foreign subsidiaries are translated
           at year-end  rates of exchange,  and the  statements  of earnings are
           translated  at the  weighted  average  exchange  rate for the period.
           Gains or losses resulting from translating foreign currency financial
           statements are accumulated in a separate  component of  stockholders'
           equity.

     (j) Earnings Per Share
         Earnings per share computations  are based  upon the  weighted  average
           number of shares  outstanding as adjusted for the  two-for-one  stock
           split (see note 6). The weighted average number of shares outstanding
           includes  redeemable  common shares and the dilutive  effect of stock
           options and warrants  which are considered  common stock  equivalents
           (see note 10).

    (k) Statement of Cash Flows
        The Company  considers  highly  liquid,   short-term   investments  with
           original  maturities of three months or less when acquired to be cash
           equivalents.  Capital  expenditures include payments for property and
           equipment and conversion costs.

    (l) Use of Estimates
        The preparation of consolidated financial  statements in conformity with
           generally accepted accounting  principles requires management to make
           estimates  and  assumptions  that  affect  the  reported  assets  and
           liabilities  and disclosure of contingent  assets and  liabilities at
           the date of the  consolidated  financial  statements and the reported
           amounts of revenues and expenses during the reporting period.  Actual
           results could differ from these estimates.

    (2) Software and Research and Development Costs
        The Company recorded  amortization  expense related to internally  
           developed and purchased computer  software of  $3,113,000, $2,246,000
           and $1,232,000 in  1996, 1995 and 1994,  respectively.  Additionally,
           research   and  development  costs  of  $6,440,000,  $7,020,000,  and
           $5,912,000 were charged to operations  during  1996,  1995 and  1994,
           respectively.

<PAGE>

    (3) Property and Equipment
        Property and equipment are summarized as follows:

                                                1996                1995
                                                ----                ----

     Land                                $    2,233,000           1,214,000
     Buildings and improvements              50,778,000          37,819,000
     Office furniture and equipment          11,097,000           8,288,000
     Data processing equipment               89,116,000          76,000,000
                                           ------------        ------------
                                            153,224,000         123,321,000
     Less accumulated depreciation 
       and amortization                      64,123,000          55,902,000
                                           ------------        ------------
                                         $   89,101,000          67,419,000
                                           ============        ============


   (4) Long-Term Debt
       Long-term debt consists of the following:

                                                     1996            1995
                                                     ----            ----

      9.75% Senior Notes, due May 1, 2000,
        payable in annual installments of
        $2,143,000 each May 1; interest is
        payable semiannually                  $   10,714,000      12,857,000

      Unsecured revolving credit agreement        11,995,000               -

      8.94% note payable due in monthly  
        installments  of  principal  and
        interest of $50,000 with remaining
        balance due June 30, 1997; 
        collateralized by real estate              4,264,000       4,475,000

      Other notes and capital lease obligation
        payable (notes 5 and 8)                    3,778,000       4,451,000
                                                 -----------     -----------

          Total long-term debt                    30,751,000      21,783,000

      Less current installments                    3,866,000       3,564,000
                                                 -----------     -----------
          Long-term debt, excluding current
            installments                       $  26,885,000      18,219,000
                                                  ==========      ==========

     The unsecured  credit agreement  provides for revolving loans in amounts of
        up to  $30,000,000.  The  terms  of the  credit  agreement  provide  for
        interest  at the  prime  rate (or,  at the  Company's  option,  at other
        alternative  market  rates).  At March 31, 1996,  the effective rate was
        7.25%.  The agreement  requires a commitment  fee equal to 3/16 of 1% on
        the average unused portion of the loan. The credit agreement  expires on
        August 31, 1998.  The Company also has another  unsecured line of credit
        amounting  to  $1,000,000,  of which none was  outstanding  at March 31,
        1996.  The other  unsecured line expires in June 1996 and bears interest
        at prime minus 1/2 of 1%.

     Under the terms of certain of the above borrowings, the Company is required
        to maintain certain tangible net worth levels and working capital,  debt
        to equity and debt  service  coverage  ratios.  At March 31,  1996,  the
        Company was in compliance with all such requirements. As a result of the
        acquisitions  in April 1996 (see note 15),  the Company was in violation
        of certain financial covenants subsequent to March 31, 1996. The Company
        has received waivers with respect to such covenants. Subsequent to March
        31,  1996,  the credit  agreement  was amended to provide for  revolving
        loans and letters of credit in amounts up to  $55,000,000  and to extend
        the expiration date of the agreement to July 30, 1999. Letters of credit
        in the  amount  of  $25,000,000  were  issued  in  connection  with  the
        acquisition of DMI (see note 15). The aggregate  maturities of long-term
        debt for the five years  ending  March 31,  2001 are as  follows:  1997,
        $3,866,000;  1998, $7,734,000;  1999, $2,816,000; 2000, $14,190,000; and
        2001, $2,145,000.

 (5) Leases
     The Company leases  data  processing   equipment,   office   furniture  and
        equipment,  land and office space under noncancellable  operating leases
        and capital  leases.  Total property and accumulated  amortization  held
        under capital leases amount to $2,062,000 and $721,000,

<PAGE>

        respectively, at March 31, 1996.  Amortization  of property  held  under
        capital leases is included in depreciation expense. Future minimum lease
        payments under noncancellable  operating leases and capital leases as of
        March 31, 1996 are as follows:


                                                Capital            Operating
                                                leases              leases

     Year ending March 31:
          1997                             $    342,000            2,437,000
          1998                                  321,000            1,726,000
          1999                                  305,000            1,280,000
          2000                                   53,000            1,081,000
          2001                                        -              540,000
          Thereafter (through 2039)                   -            4,451,000
                                              ---------            =========
     Total capital lease payments             1,021,000
     Less amount representing interest         (112,000)
                                              ---------
     Present value of minimum capital
       lease payments (note 4)                  909,000
                                              ---------
     Less current installments of 
       obligations under capital leases        (283,000)
                                              ---------
     Obligations under capital leases,
       excluding current installments      $    626,000
                                              =========  


Total rental expense each year on operating leases was as follows:

                                  1996               1995               1994
                                  ----               ----               ----

     Gross rentals (note 8)  $  3,793,000          2,169,000          2,116,000
     Sublease rentals              44,000             76,000            154,000
                               ----------         ----------         ----------
                             $  3,749,000          2,093,000          1,962,000
                               ==========         ==========         ==========
                       
(6) Stockholders' Equity
    On October 26, 1994 the Board of  Directors  declared a  two-for-one  stock
        split,  effected in the form of a stock dividend,  which was distributed
        on January 10, 1995 to  shareholders of record on December 27, 1994. All
        share and per share data in the financial  statements have been restated
        to give effect to the stock split.  Additionally,  during the year ended
        March 31, 1995, the Company sold 1,000,000 shares of newly-issued common
        stock to Trans Union Corporation for approximately $12,000,000.

     The Company has 60,000,000 authorized shares of $.10 par value common stock
        and  1,000,000  shares  of  authorized  but  unissued  $1.00  par  value
        preferred stock. The Board of Directors of the Company may designate the
        relative  rights  and  preferences  of the  preferred  stock when and if
        issued.   Such  rights  and   preferences   could  include   liquidation
        preferences,  redemption  rights,  voting  rights and  dividends and the
        shares  could be issued in  multiple  series with  different  rights and
        preferences.  The Company currently has no plans for the issuance of any
        shares of preferred stock.

     The Company has for its U.S.  employees  a Key  Employee  Stock Option Plan
        ("Plan") for which 7,600,000  shares of the Company's  common stock have
        been  reserved.  The  Company has for its U.K.  employees  a U.K.  Share
        Option  Scheme  ("Scheme")  for which  800,000  shares of the  Company's
        common stock have been reserved.  These plans generally provide that the
        option  price will be at least the fair market  value at the time of the
        grant,  except that the option  price of  nonqualified  options  granted
        under the Plan is  determined  by the Board of  Directors.  Any  options
        granted under the plans must be exercised within 10 years after the date
        of the option.  At March 31, 1996,  1,652,845  shares and 399,004 shares
        are  available  for  future  grants  under  the  Plan  and  the  Scheme,
        respectively.

<PAGE>

   Activity in stock options was as follows:

                                         Number        Options        Number of
                                           of           price           shares
                                         shares       per share      exercisable

      Outstanding at March 31, 1993    2,530,974   $ 2.00 - 12.50       640,176
        Granted                          171,678    11.75 - 23.50
        Exercised                       (348,816)    2.00 -  5.13
        Terminated                       (53,608)    2.00 - 12.50
                                       ---------
      Outstanding at March 31, 1994    2,300,228     2.75 - 23.50       514,422
        Granted                          394,432    10.75 - 31.50
        Exercised                        (92,775)    2.83 - 12.50
        Terminated                      (137,537)    2.83 - 23.50
                                       ---------
      Outstanding at March 31, 1995    2,464,348     2.75 - 31.50       857,983
        Granted                          780,278    17.95 - 49.62
        DataQuick acquisition (note 15)  808,370     2.98 - 13.49
        Exercised                       (185,523)    2.83 - 19.86
        Terminated                        (3,000)            2.83
                                       ---------
      Outstanding at March 31, 1996    3,864,473     2.75 - 49.62     1,733,864
                                       =========    =============     =========

     The Company maintains an employee  stock  purchase plan which  provides for
        the  purchase of shares of common  stock by its U.S.  employees  through
        payroll  deductions  which may not exceed 10% of employee  compensation.
        The price of the  stock  purchased  under the plan is 85% of the  market
        price as of the date the  stock is  purchased  for the  employee  by the
        Trustee of the plan.  The Company  maintains a similar plan for its U.K.
        employees.  There were 95,235,  49,976 and 51,606 shares purchased under
        the  plans  during  the  years  ended  March  31,  1996,  1995 and 1994,
        respectively.

(7)  Income Taxes
     Total income tax expense was allocated as follows:

                                             1996        1995         1994
                                             ----        ----         ----

       Income from operations           $ 11,173,000   7,670,000   5,036,000
       Stockholders'  equity, for 
         compensation expense for 
         tax purposes in excess of
         amounts recognized for 
         financial reporting purposes       (656,000)   (252,000)   (483,000)
                                          ----------   ---------   ---------
                                        $ 10,517,000   7,418,000   4,553,000
                                          ==========   =========   =========

<PAGE>

     Income tax expense attributable to income from operations consists of:

                                            1996         1995         1994
                                            ----         ----         ----

         Current expense:
              Federal                  $  6,720,000    5,953,000    2,841,000
              Foreign                             -            -       72,000
              State                       1,019,000    1,398,000      631,000
                                          ---------    ---------    ---------
                                          7,739,000    7,351,000    3,544,000
                                          ---------    ---------    ---------

         Deferred expense (benefit):
              Federal                     2,706,000    1,027,000    1,778,000
              Foreign                       161,000     (408,000)    (411,000)
              State                         567,000     (300,000)     125,000
                                          ---------    ---------    ---------
                                          3,434,000      319,000    1,492,000
                                         ----------    ---------    ---------
                  Total tax expense    $ 11,173,000    7,670,000    5,036,000
                                         ==========    =========    =========


    The actual income tax expense attributable to income from operations differs
        from the expected tax expense  (computed  by applying the  U.S.  Federal
        corporate tax rate of 35% to income before income taxes) as follows:

                                            1996           1995         1994
                                            ----           ----         ----

     Computed expected tax expense     $ 10,289,000      7,026,000    4,702,000
     Increase (reduction) in income
       taxes resulting from:
       State income taxes, net of
         Federal income tax benefit       1,031,000        714,000      491,000
       Research and experimentation
         credits                           (800,000)      (315,000)    (259,000)
       Other                                653,000        245,000      102,000
                                         ----------      ---------    ---------
                                       $ 11,173,000      7,670,000    5,036,000
                                         ==========      =========    =========

     The tax  effects of  temporary  differences  that give rise to  significant
portions of the deferred tax assets and  liabilities  at March 31, 1996 and 1995
are presented below.

                                                      1996             1995
                                                      ----             ----

      Deferred tax assets:
        Accrued expenses not deductible for
          tax purposes                            $ 1,692,000        1,209,000
        Investment in Infobase, principally due
          to differences in basis for tax and
          financial reporting purposes                330,000          112,000
        United Kingdom net operating loss
          carryforwards                             1,088,000          738,000
        Other                                         929,000          287,000
        Valuation allowance                          (328,000)               -
                                                    ---------        ---------
          Total deferred tax assets                 3,711,000        2,346,000
                                                    ---------        ---------
      Deferred tax liabilities:
        Property and equipment, principally due
          to differences in depreciation           (6,263,000)      (5,026,000)
        Capitalized software and other costs
          expensed as incurred for tax purposes    (6,431,000)      (2,703,000)
        Installment sale gains for tax purposes      (254,000)        (420,000)
                                                   ----------       ----------
          Total deferred tax liabilities          (12,948,000)      (8,149,000)
                                                   ----------       ----------
          Net deferred tax liability            $  (9,237,000)      (5,803,000)
                                                   ==========        =========

<PAGE>

     The evaluation allowance relates to acquired deferred tax assets (primarily
        net operating loss carryforwards) in the U.K. Generator acquisition. The
        Company believes its substantial  history of  profitability  and taxable
        income and its  utilization  of tax planning  sufficiently  supports the
        value of the remaining deferred tax assets. Accordingly, the Company has
        not recorded a valuation  allowance as all other deferred tax assets are
        more likely than not to be recovered.  Included in other current  assets
        are current  deferred tax assets of $1,696,000  and  $1,335,000 at March
        31, 1996 and 1995, respectively.

(8) Related Party Transactions
     The Company leases certain equipment from a business  partially owned by an
        officer.  Rent expense  under these leases  during the years ended March
        31,  1996,  1995 and  1994 was  approximately  $371,000,  $247,000,  and
        $225,000,  respectively. Under the terms of the lease in effect at March
        31, 1996 the Company will make monthly lease payments of $68,000 through
        December,  2000. The Company has agreed to pay the  difference,  if any,
        between the sales price of the  equipment and 70 percent of the lessor's
        related loan balance (approximately $5,500,000 at March 31, 1996) should
        the Company elect to exercise its early termination rights or not extend
        the lease  beyond its  initial  five year term and the lessor  sells the
        equipment as a result thereof.

     Effective  October 1, 1994,  the Company  purchased the remaining  one-half
        interest in the Infobase  partnership  owned by ADVO,  Inc. The purchase
        price  consisted of  $9,000,000 in cash and service  discounts  over the
        next four years.  If the service  discounts  do not  aggregate  at least
        $2,560,000  over the four-year  period,  the  shortfall  will be paid in
        cash. The balance of the liability at March 31, 1996 and 1995,  which is
        included in long-term debt, is $1,958,000 and $2,560,000, respectively.

     The Company has  accounted  for  the  purchase of the partnership  interest
        using the purchase method of accounting. The aggregate investment in the
        InfoBase  partnership has been allocated as follows:

              Cash paid                                           $   9,000,000
              Less cash purchased                                     1,710,000
                                                                     ----------
              Net cash expenditure                                    7,290,000
              Service discounts                                       2,560,000
              Investment in and advances to joint venture
                prior to purchase                                     3,715,000
                                                                     ----------
                  Total investment                                $  13,565,000
                                                                     ==========
              Software                                                5,797,000
              Excess of cost over fair value of net assets acquired   7,049,000
              Accounts receivable                                     2,612,000
              Property and equipment                                    442,000
              Deferred tax asset                                        115,000
              Other assets                                                7,000
              Accounts payable and other liabilities                 (2,457,000)
                                                                     ----------
                  Total investment                                $  13,565,000
                                                                     ==========
                                                 
     The amount of the purchase price allocated to  software is being  amortized
        over the estimated  remaining  economic life of the software products of
        2 to 4 years.  The excess of cost over fair value of net assets acquired
        is being amortized using the  straight line  method  over its  estimated
        economic life of 15 years.

     The following consolidated pro forma financial  information (which includes
        adjustments to reflect the accounting  bases recognized in recording the
        purchase  and to  eliminate  the  effects of  transactions  between  the
        Company and InfoBase) shows the results of the Company's  operations for
        the years  ended  March  31,  1995 and 1994 as though  the  purchase  of
        InfoBase had occurred at the beginning of each period presented:

                                       1995                      1994
                                       ----                      ----

            Revenue             $   205,178,000               164,488,000
                                    ===========               ===========

            Net earnings        $    11,865,000                 8,170,000
                                    ===========               ===========

            Earnings per share           $  .52                       .37
                                            ===                       ===

<PAGE>

     The operations of  InfoBase  are  included  in the  Company's  consolidated
        results of operations beginning October 1, 1994. Prior to that date, the
        Company's 50% equity in the operations of the joint venture was included
        in other  income  (expense).  Included  in  revenue  is  $1,562,000  and
        $2,236,000  from  sales  of  services  to  Infobase  in 1995  and  1994,
        respectively.  Infobase  also  reimbursed  the Company  for  processing,
        programming,  and facility costs  amounting to $2,585,000 and $5,042,000
        in 1995 and 1994,  respectively.  Commissions  paid to Infobase for list
        enhancement services totaled $4,395,000 and $6,518,000 in 1995 and 1994,
        respectively.  Included in other income  (expense) is the  Company's 50%
        share of the earnings (loss) of the partnership  amounting to $(259,000)
        and $811,000 in 1995 and 1994, respectively.

(9) Retirement Plans
    The Company has a retirement  savings plan which  covers  substantially  all
        domestic employees. The Company also offers a supplemental non-qualified
        deferred compensation plan for certain management employees. The Company
        matches 50% of the employee's salary deferred  contributions  under both
        plans up to 6% in total annually and may contribute amounts to the plans
        from the Company's earnings at the discretion of the Board of Directors.
        Company contributions amounted to approximately $835,000,  $653,000, and
        $417,000 in 1996, 1995 and 1994, respectively.

 (10) Data Center Agreement
     Effective  August  31,  1992,  the  Company  entered  into  a  data  center
        management agreement with Trans Union Corporation ("Trans Union"). Under
        the  agreement,  the Company will manage Trans  Union's data  processing
        center for annual fees of  approximately  $20  million for the  existing
        base capacity, with revenues to be adjusted in the future for changes in
        Trans Union's capacity requirements.

     At closing, the Company acquired certain Trans Union data center assets for
        $6,698,000,  consisting of  $1,038,000 in cash, a purchase  liability of
        $490,000  payable in two equal annual  installments,  960,000  shares of
        newly-issued  redeemable common stock valued at $5,035,000 and a warrant
        to purchase additional shares of common stock valued at $135,000.  Trans
        Union had the right to cause the Company to repurchase the stock between
        years 2 1/2 and 5 at the  higher  of  $5.625  per  share or fair  market
        value.  The stock was callable by the Company  during the same period at
        $8.438 per share.  The  difference  between  the  assigned  value of the
        redeemable common stock and the estimated redemption value per share was
        being accreted through charges to retained earnings.  On August 31, 1994
        the  Company  announced  the  extension  of its data  center  management
        agreement  with Trans  Union.  The  extension  will  carry the  contract
        through August 2002, its full term of 10 years. As part of the extension
        agreement,  Trans Union agreed to give up its right to cause the Company
        to  repurchase  the  960,000  shares of common  stock then held by Trans
        Union.  At the same  time,  the  Company  gave up its  right to call the
        stock.  Accordingly,  the $7,883,000 in carrying value of the redeemable
        common stock has been reclassified to stockholders' equity.

     The warrant, which  expires on August 31,  2000,  entitles  Trans  Union to
        acquire up to 2,000,000  additional shares of newly issued common stock.
        The  exercise  price for the warrant  stock is $5.625 per share in years
        one through five of the  agreement,  $6.125 in year six,  $6.625 in year
        seven  and  $7.125  in year  eight.  The  first  500,000  shares  became
        exercisable  as  of  closing.  The  remaining  1,500,000  shares  became
        exercisable  upon Trans Union's  election to extend the  agreement.  The
        value ($536,000) of the additional shares which became exercisable under
        the warrant has been credited to additional paid-in capital. Trans Union
        is precluded  from  exercising the warrant to the extent that the shares
        acquired  thereunder  would  cause  its  percentage   ownership  of  the
        Company's common stock acquired  pursuant to the agreement to exceed 10%
        of the Company's  then issued and  outstanding  common  stock.  Based on
        shares  outstanding at March 31, 1996,  Trans Union would be entitled to
        purchase   approximately   1,565,000  total  shares  under  the  warrant
        agreement.

     As Trans Union elected to continue the agreement,  the Company was required
        to pay  Trans  Union an  additional  cash  payment  of  $752,000  which,
        together  with the value of the  warrant  for  additional  shares  which
        became  exercisable at that time, is being  amortized over the remaining
        term of the contract.

(11) Major Customers
     In 1996,  1995 and 1994, the Company had two major  customers who accounted
        for more than 10% of rev-


<PAGE>

        enue.  Allstate  Insurance Company accounted for revenue of  $55,789,000
        (20.7%),  $53,416,000  (26.4%) and $19,145,000 (12.6%) in 1996, 1995 and
        1994, respectively, and Trans Union accounted for revenue of $41,952,000
        (15.5%),  $25,552,000 (12.6%) and $20,612,000 (13.6%) in 1996,  1995 and
        1994, respectively


 (12) Foreign Operations
     The following table shows financial  information by geographic area for the
years 1996, 1995 and 1994.

                                       United        United
                                       States        Kingdom      Consolidated

     1996:
       Revenue                    $  252,190,000    17,712,000     269,902,000
       Earnings (loss) before
         income taxes                 29,634,000      (238,000)     29,396,000
       Net earnings (loss)            18,622,000      (399,000)     18,223,000
       Total assets                  176,321,000    17,728,000     194,049,000
       Total tangible assets         169,971,000    10,096,000     180,067,000
       Total liabilities 
         (including deferred
         credits)                     65,172,000     6,136,000      71,308,000
       Total equity                  111,149,000    11,592,000     122,741,000
                                     ===========    ==========     ===========

     1995:
       Revenue                       187,879,000    14,569,000     202,448,000
       Earnings (loss) before 
         income taxes                 21,339,000    (1,264,000)     20,075,000
       Net earnings (loss)            13,261,000      (856,000)     12,405,000
       Total assets                  138,180,000     9,990,000     148,170,000
       Total tangible assets         131,367,000     7,165,000     138,532,000
       Total liabilities 
         (including deferred
         credits)                     46,989,000     4,004,000      50,993,000
       Total equity                   91,191,000     5,986,000      97,177,000
                                     ===========    ==========     ===========

     1994:
       Revenue                       135,495,000    16,174,000     151,669,000
       Earnings (loss) before
         income taxes                 14,780,000    (1,347,000)     13,433,000
       Net earnings (loss)             9,405,000    (1,008,000)      8,397,000
       Total assets                  113,169,000    10,209,000     123,378,000
       Total tangible assets         113,169,000     7,493,000     120,662,000
       Total liabilities 
         (including deferred
         credits and redeemable
         common stock)                57,883,000     3,599,000      61,482,000
       Total equity                   55,286,000     6,610,000      61,896,000
                                     ===========    ==========     ===========

 (13) Contingencies
     On July 25, 1995, a customer of the Company,  Highlights for Children, Inc.
        ("Highlights"),  filed  a  demand  for  arbitration  with  the  American
        Arbitration  Association.   The  demand  alleges,  among  other  things,
        breaches of express  warranties  in connection  with a software  license
        agreement for the Company's GS/2000 software  product.  The demand seeks
        compensatory  damages of approximately  $22,000,000 and punitive damages
        of $44,000,000, plus attorneys' fees and costs.

     The Company believes  that  the  action  is  substantially  without  merit.
        Highlights  is and has been  using  the  GS/2000  software  in the daily
        operation of its business for over three years.  Highlights accepted the
        software  as  operational  as of  September  1,  1993 and paid the final
        license fee payment.  Acxiom's  software  license fee and other  related
        fees  invoiced  to   Highlights   for  the  GS/2000   software   totaled
        approximately  $2,000,000.  The Company intends to vigorously defend the
        arbitration claim.  Management believes that the ultimate outcome of the
        arbitration case will result in a final settlement,  if any, which would
        not  be  material  to  the  financial  statements  and  which  would  be
        substantially lower than the amount noted above.

     The Company is involved in various  other  claims and


<PAGE>

        legal  actions in the ordinary course of business.  In  the  opinion  of
        management,  the ultimate disposition  of these  matters will not have a
        material adverse effect on the Company's consolidated financial position
        or its expected future consolidated results of operations.

 (14) Dispositions
     The Company sold substantially all assets of its mailing services operating
        unit, Acxiom Mailing Services ("AMS"), in exchange for the assumption of
        $3,045,000 in  liabilities,  $4,500,000  in cash, a $4,127,000  mortgage
        note receivable in monthly  installments of $31,000,  including interest
        at 6.5%,  and due in full on May 19, 2001,  and  $1,000,000 of preferred
        stock issued by the buyer.  The sale closed May 20, 1994 effective as of
        March 31, 1994.  The  preferred  stock is redeemable on May 19, 2004 and
        pays  quarterly   dividends  of  5%  per  annum.   The  note  receivable
        ($3,931,000 and $4,044,000 at March 31, 1996 and 1995, respectively) and
        preferred stock are included in other assets. Additionally,  the Company
        sold  the  buyer a  non-exclusive,  perpetual  software  license  to use
        certain  of  the  Company's   database  marketing  and  data  processing
        software.  The license fee of  $1,550,000  is payable  monthly over five
        years.  Other assets  includes  license fee  receivable  of $671,000 and
        $895,000 at March 31, 1996 and 1995,  respectively.  The effect of these
        transactions on  consolidated  net earnings for the year ended March 31,
        1994 was not  significant.  For the  year  ended  March  31,  1994,  AMS
        revenues were $14,257,000.

     Effective June 1, 1994, the Company sold for $500,000  certain U.S.  assets
        of its BSA  operating  unit to an entity  controlled  by an officer  and
        principal  shareholder of the Company. The effect of this transaction on
        consolidated  net  earnings  for the year ended  March 31,  1995 was not
        significant.

 (15) Acquisitions
     On July 14, 1995, the Company  purchased the outstanding stock of Generator
        Datamarketing   Limited   ("Generator"),   a  U.K.  company  located  in
        Herfordshire,   near  London.   Generator  provides  data  and  database
        marketing  software  and  processing  services  to  its  customers.  The
        purchase price was 4,000,000 pounds sterling (approximately $6,460,000).
        The acquisition has been accounted for as a purchase,  and, accordingly,
        Generator's  results of  operations  are  included  in the  consolidated
        statements  of earnings as of the  purchase  date.  The  purchase  price
        exceeded the fair value of the net assets  acquired by  $5,648,000.  The
        resulting  excess of cost over net assets  acquired  is being  amortized
        using the  straight-line  method over its estimated  economic life of 15
        years.

     The pro forma combined  results of  operations,  assuming  the  acquisition
        occurred at the beginning of each period  presented,  are not materially
        different than the historical results of operations reported.  Generator
        had revenue of $3,122,000  and earnings  before income taxes of $215,000
        for the year ended December 31, 1994.

     On August 25, 1995,  the Company  acquired all of the  outstanding  capital
        stock of DataQuick Information Systems (formerly an "S" Corporation) and
        DQ Investment Corporation (collectively referred to as "DataQuick"). The
        Company  exchanged  984,839  shares of its  common  stock for all of the
        outstanding  shares of capital  stock of  DataQuick.  Additionally,  the
        Company assumed all of the currently  outstanding  options granted under
        DataQuick's  stock option plans,  with the result that 808,370 shares of
        the Company's  common stock are now subject to issuance upon exercise of
        such options (see note 6). The  acquisition  was in the form of a merger
        of two  wholly-owned  subsidiaries of the Company into each of DataQuick
        Information  Systems and DQ Investment  Corporation and is accounted for
        as a pooling-of-interests.

     DataQuick,  headquartered in San Diego, California,  provides real property
        information  to  support  a  broad  range  of   applications   including
        marketing, appraisal, real estate, banking, mortgage and insurance. This
        information is distributed  on-line and via CD-ROM,  list services,  and
        microfiche.

     The stockholders' equity and  operations  of DataQuick  are not material in
        relation to those of the Company.  As such, the Company has recorded the
        combination  by  restating  stockholders'  equity  as of April 1,  1995,
        without  restating  prior years'  statements  of earnings to reflect the
        pooling-of-interest  combination.  DataQuick's net assets as of April 1,
        1995 totaled  $5,757,000.  The  statement of earnings for the year ended
        March 31, 1996  include the results of DataQuick  for the entire  period
        presented.

     For the year ended December 31, 1994,  DataQuick  had revenues and earnings
        before income taxes of $20,251,000 and $891,000, respectively.  Included
        in the current  fiscal  year's  results are  revenue of  $8,048,000  and
        earnings  before  income taxes of $79,000 for  Data-


<PAGE>

        Quick for the period from April 1, 1995 to August 25, 1995.

     On April 4, 1996,  the Company issued  approximately  1.7 million shares of
        its  common  stock for all of the  outstanding  common  stock and common
        stock options of Pro CD, Inc., headquartered in Danvers,  Massachusetts,
        a publisher of reference  software on CD-ROM.  The business  combination
        will  be  accounted  for as a  pooling-of-interests.  The  stockholders'
        equity and operations of Pro CD are not material in relation to those of
        the  Company.  As such,  the  Company  will  record the  combination  by
        restating  stockholders'  equity as of April 1, 1996,  without restating
        previous statements of earnings to reflect the pooling-of-interests. For
        the year ended  December 31, 1995, Pro CD had revenues and a net loss of
        approximately $21,675,000 and $970,000,  respectively.  At April 1, 1996
        Pro CD's  liabilities  exceeded its assets by  approximately  $1,775,000
        (unaudited).

     Also in April 1996, the Company closed the  acquisition of assets of Direct
        Media/DMI,  Inc.  ("DMI") for $25 million and the  assumption of certain
        liabilities  of DMI. The $25 million  purchase price is payable in three
        years, is collateralized by a letter of credit (see note 4), and may, at
        DMI's  option,  be paid in one million  shares of Acxiom common stock in
        lieu  of  cash  plus  accrued  interest.   Headquartered  in  Greenwich,
        Connecticut,  DMI provides list  brokerage,  management  and  consulting
        services to  business-to-business  and consumer list owners and mailers.
        At April 1, 1996 the fair  value of the net assets  acquired  of DMI was
        approximately $1.6 million (unaudited). The resulting excess of purchase
        price over fair value of net assets acquired will be amortized over a 20
        year period.  The acquisition  will be accounted for as a purchase,  and
        accordingly,  the results of  operations  of DMI will be included in the
        consolidated results of operations from the date of its acquisition.

 (16) Fair Value of Financial Instruments
      The following methods and assumptions were used to estimate the fair value
        of each class of financial instruments  for  which it  is practicable to
        estimate that value.

      Cash and cash equivalents, trade receivables, short-term  borrowings,  and
        trade payables - The carrying amount  approximates fair value because of
        the short maturity of these instruments.

      Notes receivable and preferred stock investments - The fair value of these
        instruments are estimated by discounting  the future  cash  flows  using
        the current rate at which similar investments would be made. At December
        31, 1995 the estimated fair value of these investments was $5,100,000
        (carrying value of $5,602,000).

      Long-term debt - The interest  rate on the  revolving credit  agreement is
        adjusted for changes in market rates and therefore the carrying value of
        the credit agreement approximates fair value.  The estimated  fair value
        of other long-term debt was determined  based upon the present  value of
        the expected  cash  flows  considering  expected  maturities  and  using
        interest   rates  currently  available  to  the  Company  for  long-term
        borrowings with similar terms.   At December 31, 1995 the estimated fair
        value of long-term debt was $30,842,000 (carrying value of $30,751,000).

 (17) Selected Quarterly Financial Data (Unaudited)
     The table below sets forth selected financial  information for each quarter
        of the last two years:

                             1st quarter  2nd quarter  3rd quarter  4th quarter

   1996:
     Revenue                $ 59,182,000   62,376,000   71,315,000   77,029,000
     Income from operations    5,517,000    7,342,000    9,532,000    9,267,000
     Net earnings              3,136,000    4,072,000    5,812,000    5,203,000
     Earnings per share              .12          .16          .22          .20
                              ==========   ==========   ==========   ==========
   1995:
     Revenue                  46,881,000   47,853,000   52,742,000   54,972,000
     Income from operations    3,712,000    5,354,000    7,437,000    6,562,000
     Net earnings              1,516,000    2,793,000    4,121,000    3,975,000
     Earnings per share              .07          .12          .18          .17
                              ==========   ==========   ==========   ==========

<PAGE>

                          INDEPENDENT AUDITORS' REPORT


The Board of Directors and Stockholders
Acxiom Corporation:

We  have  audited  the  accompanying   consolidated  balance  sheets  of  Acxiom
Corporation  and  subsidiaries  as of March 31,  1996 and 1995,  and the related
consolidated  statements  of earnings,  stockholders'  equity and cash flows for
each  of the  years  in the  three-year  period  ended  March  31,  1996.  These
consolidated  financial  statements  are  the  responsibility  of the  Company's
management.  Our  responsibility is to express an opinion on these  consolidated
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 financial position of Acxiom Corporation
and  subsidiaries  as of March  31,  1996 and  1995,  and the  results  of their
operations and their cash flows for each of the years in the  three-year  period
ended  March  31,  1996,  in  conformity  with  generally  accepted   accounting
principles.

/s/ KPMG Peat Marwick LLP


Little Rock, Arkansas
May 9, 1996

<PAGE>

(This page corresponds with page 44 of the Company's Annual Report.)

Market Information

Per share data is restated to reflect a stock split during fiscal 1995.

Stock Prices

The Company's Common Stock is traded on the national Market System of Nasdaq
under the symbol "ACXM."  The following table sets forth for the periods
indicated the high and low closing sale prices of the Common Stock.

Fiscal 1996                High          Low
Fourth Quarter           $28           $22 1/2
Third Quarter             31 3/4        26
Second Quarter            28 1/4        22 3/4
First Quarter             25 1/4        16 1/4

Fiscal 1995                High          Low
Fourth Quarter           $18           $13 5/8
Third Quarter             15            13
Second Quarter            14 1/4        10 1/4
First Quarter             11             9 1/4

During the period beginning April 1, 1996, and ending May 15, 1996, the high
closing sales price per share for the Company's Common Stock as reported by
Nasdaq was $27 1/4 and the low closing sales price per share was $26 1/4.  On
May 15, 1996, the closing price per share was $27 1/4.

Shareholders of Record

The approximate number of shareholders of record of the Company's Common Stock
as of May 15, 1996, was 1,097.

Dividends

The Company has never paid cash dividends on its Common Stock.  The Company
presently intends to retain earnings to provide funds for its business
operations and for the expansion of its business.  Thus, it does not anticipate
paying cash dividends in the foreseeable future.

<PAGE>

EXHIBIT 21


                            SUBSIDIARIES OF THE COMPANY

                                U.S. SUBSIDIARIES

         Name                      Incorporated In      Doing Business As

Acxiom CDC, Inc.                       Arkansas      Acxiom CDC, Inc.

Acxiom Children's Center, Inc.         Arkansas      Acxiom Children's Center,
                                                      Inc.

Acxiom/Direct Media, Inc.              Arkansas      Acxiom/Direct Media

Acxiom Great Lakes Data Center, Inc.   Arkansas      Acxiom Great Lakes Data
                                                      Center, Inc.

Acxiom Leasing Corporation             Arkansas      Acxiom Leasing Corporation

Acxiom RM-Tools, Inc.                  Arkansas      Acxiom RM-Tools, Inc.

Acxiom Transportation Services, Inc.   Arkansas      ATS; Conway Aviation, Inc.

BSA, Inc.*                             New Jersey    BSA

DQ Investment Corporation              California    AccuDat

DataQuick Information Systems, Inc.    California    DataQuick Information
                                                      Systems, Inc.

Pro CD, Inc.                           Delaware      Pro CD

Modern Mailers, Inc.*                  Delaware      Acxiom Mailing Services

                                U.K. SUBSIDIARIES

         Name                       Incorporated In       Doing Business As

Acxiom U.K., Ltd.                    United Kingdom    Acxiom U.K., Ltd.

Generator Datamarketing Limited      United Kingdom    Generator Datamarketing
                                                       Limited

Marketlead Services, Ltd.            United Kingdom    N/A
  (Agency company of Acxiom
  U.K., Ltd.)

Southwark Computer Services, Ltd.    United Kingdom    N/A
  (Agency company of Acxiom 
  U.K., Ltd.)

* Inactive

<PAGE>

EXHIBIT 23


The Board of Directors
Acxiom Corporation:


We consent to incorporation by reference  in the  registration  statements  (No.
33-17115, No. 33-37609, No. 33-37610, No. 33-42351, No. 33-72310,  No. 33-72312,
No. 33-63423  and  No. 333-03391  on Form S-8  and No. 33-63431  on Form S-3) of
Acxiom Corporation of our report dated May 9, 1996, relating to the consolidated
balance sheets of Acxiom  Corporation and  subsidiaries as of March 31, 1996 and
1995, and the related consolidated statements of earnings, stockholders'  equity
and cash flows for  each of the years in the  three-year period  ended March 31,
1996 which is incorporated by reference  in the March 31, 1996 annual  report on
Form 10-K of Acxiom  Corporation.  We also consent to incorporation by reference
in the above-mentioned  registration  statements of our report dated May 9, 1996
relating to the consolidated financial statement schedule, which report  appears
in the March 31, 1996 annual report on Form 10-K of Acxiom Corporation.

/s/  KPMG Peat Marwick LLP

Little Rock, Arkansas
June 20, 1996

<PAGE>

EXHIBIT 24

                                POWER OF ATTORNEY

         KNOW ALL MEN BY THESE PRESENTS,  that the undersigned officer of Acxiom
Corporation, a Delaware corporation (the "Company"),  does hereby constitute and
appoint Catherine L. Hughes as his true and lawful  attorney-in-fact  and agent,
with full  power of  substitution  and  resubstitution  for him and in his name,
place and stead,  in his  capacity as the  principal  accounting  officer of the
Company,  to sign the  Company's  Annual  Report on Form 10-K for the year ended
March 31, 1996,  together  with any  amendments  thereto,  and to file the same,
together with any exhibits and all other  documents  related  thereto,  with the
Securities and Exchange Commission, granting to said attorney-in-fact and agent,
full power and authority to do and perform each and any act and thing  requisite
and  necessary to be done in connection  therewith,  as fully to all intents and
purposes as the  undersigned  might or could do in person,  duly  ratifying  and
confirming all that said  attorney-in-fact and agent may lawfully do or cause to
be done by virtue of the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set his hand this
date.

Signature:

/s/ Robert S. Bloom
- ------------------------------
Robert S. Bloom

Date:    June 20, 1996


<PAGE>


                                POWER OF ATTORNEY

         KNOW ALL MEN BY THESE PRESENTS, that the undersigned director of Acxiom
Corporation, a Delaware corporation (the "Company"),  does hereby constitute and
appoint  Catherine  L.  Hughes  and/or  Robert S.  Bloom as her true and  lawful
attorneys-in-fact and agents, with full power of substitution and resubstitution
for her and in her name,  place and stead,  in her capacity as a director of the
Company,  to sign the  Company's  Annual  Report on Form 10-K for the year ended
March 31, 1996,  together  with any  amendments  thereto,  and to file the same,
together with any exhibits and all other  documents  related  thereto,  with the
Securities  and  Exchange  Commission,  granting to said  attorneys-in-fact  and
agents,  full power and  authority  to do and perform each and any act and thing
requisite  and  necessary to be done in  connection  therewith,  as fully to all
intents  and  purposes  as the  undersigned  might or could do in  person,  duly
ratifying and confirming all that said attorneys-in-fact and agents may lawfully
do or cause to be done by virtue of the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set her hand this
date.

Signature:


/s/ Dr. Ann H. Die
- ----------------------------
Dr. Ann H. Die

Date:    June 20, 1996


<PAGE>

                                POWER OF ATTORNEY

         KNOW ALL MEN BY THESE PRESENTS, that the undersigned director of Acxiom
Corporation, a Delaware corporation (the "Company"),  does hereby constitute and
appoint  Catherine  L.  Hughes  and/or  Robert S.  Bloom as his true and  lawful
attorneys-in-fact and agents, with full power of substitution and resubstitution
for him and in his name,  place and stead,  in his capacity as a director of the
Company,  to sign the  Company's  Annual  Report on Form 10-K for the year ended
March 31, 1996,  together  with any  amendments  thereto,  and to file the same,
together with any exhibits and all other  documents  related  thereto,  with the
Securities  and  Exchange  Commission,  granting to said  attorneys-in-fact  and
agents,  full power and  authority  to do and perform each and any act and thing
requisite  and  necessary to be done in  connection  therewith,  as fully to all
intents  and  purposes  as the  undersigned  might or could do in  person,  duly
ratifying and confirming all that said attorneys-in-fact and agents may lawfully
do or cause to be done by virtue of the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set his hand this
date.

Signature:


/s/ William T. Dillard II
- ---------------------------
William T. Dillard II

Date:    June 20, 1996

<PAGE>

                                POWER OF ATTORNEY

         KNOW ALL MEN BY THESE PRESENTS, that the undersigned director of Acxiom
Corporation, a Delaware corporation (the "Company"),  does hereby constitute and
appoint  Catherine  L.  Hughes  and/or  Robert S.  Bloom as his true and  lawful
attorneys-in-fact and agents, with full power of substitution and resubstitution
for him and in his name,  place and stead,  in his capacity as a director of the
Company,  to sign the  Company's  Annual  Report on Form 10-K for the year ended
March 31, 1996,  together  with any  amendments  thereto,  and to file the same,
together with any exhibits and all other  documents  related  thereto,  with the
Securities  and  Exchange  Commission,  granting to said  attorneys-in-fact  and
agents,  full power and  authority  to do and perform each and any act and thing
requisite  and  necessary to be done in  connection  therewith,  as fully to all
intents  and  purposes  as the  undersigned  might or could do in  person,  duly
ratifying and confirming all that said attorneys-in-fact and agents may lawfully
do or cause to be done by virtue of the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set his hand this
date.

Signature:


/s/ Harry C. Gambill
- ----------------------------
Harry C. Gambill

Date:    June 20, 1996


<PAGE>

                                POWER OF ATTORNEY

         KNOW  ALL MEN BY THESE  PRESENTS,  that the  undersigned  director  and
officer of Acxiom  Corporation,  a Delaware  corporation (the  "Company"),  does
hereby  constitute and appoint Catherine L. Hughes and/or Robert S. Bloom as his
true and lawful  attorneys-in-fact  and agents,  with full power of substitution
and  resubstitution for him and in his name, place and stead, in his capacity as
a director and principal financial officer of the Company, to sign the Company's
Annual Report on Form 10-K for the year ended March 31, 1996,  together with any
amendments  thereto,  and to file the same,  together  with any exhibits and all
other documents  related thereto,  with the Securities and Exchange  Commission,
granting to said  attorneys-in-fact  and agents,  full power and authority to do
and perform  each and any act and thing  requisite  and  necessary to be done in
connection  therewith,  as fully to all intents and purposes as the  undersigned
might or  could do in  person,  duly  ratifying  and  confirming  all that  said
attorneys-in-fact  and agents may  lawfully  do or cause to be done by virtue of
the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set his hand this
date.

Signature:


/s/ Rodger S. Kline
- ----------------------------
Rodger S. Kline

Date:    June 20, 1996

<PAGE>

                                POWER OF ATTORNEY

         KNOW  ALL MEN BY THESE  PRESENTS,  that the  undersigned  director  and
officer of Acxiom  Corporation,  a Delaware  corporation (the  "Company"),  does
hereby  constitute and appoint Catherine L. Hughes and/or Robert S. Bloom as his
true and lawful  attorneys-in-fact  and agents,  with full power of substitution
and  resubstitution for him and in his name, place and stead, in his capacity as
a director and principal executive officer of the Company, to sign the Company's
Annual Report on Form 10-K for the year ended March 31, 1996,  together with any
amendments  thereto,  and to file the same,  together  with any exhibits and all
other documents  related thereto,  with the Securities and Exchange  Commission,
granting to said  attorneys-in-fact  and agents,  full power and authority to do
and perform  each and any act and thing  requisite  and  necessary to be done in
connection  therewith,  as fully to all intents and purposes as the  undersigned
might or  could do in  person,  duly  ratifying  and  confirming  all that  said
attorneys-in-fact  and agents may  lawfully  do or cause to be done by virtue of
the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set his hand this
date.

Signature:


/s/ Charles D. Morgan, Jr.
- -----------------------------
Charles D. Morgan, Jr.

Date:    June 20, 1996

<PAGE>

                                POWER OF ATTORNEY

         KNOW ALL MEN BY THESE PRESENTS, that the undersigned director of Acxiom
Corporation, a Delaware corporation (the "Company"),  does hereby constitute and
appoint  Catherine  L.  Hughes  and/or  Robert S.  Bloom as his true and  lawful
attorneys-in-fact and agents, with full power of substitution and resubstitution
for him and in his name,  place and stead,  in his capacity as a director of the
Company,  to sign the  Company's  Annual  Report on Form 10-K for the year ended
March 31, 1996,  together  with any  amendments  thereto,  and to file the same,
together with any exhibits and all other  documents  related  thereto,  with the
Securities  and  Exchange  Commission,  granting to said  attorneys-in-fact  and
agents,  full power and  authority  to do and perform each and any act and thing
requisite  and  necessary to be done in  connection  therewith,  as fully to all
intents  and  purposes  as the  undersigned  might or could do in  person,  duly
ratifying and confirming all that said attorneys-in-fact and agents may lawfully
do or cause to be done by virtue of the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set his hand this
date.

Signature:


/s/ Robert A. Pritzker
- ---------------------------
Robert A. Pritzker

Date:    June 20, 1996

<PAGE>

                                POWER OF ATTORNEY

         KNOW ALL MEN BY THESE PRESENTS, that the undersigned director of Acxiom
Corporation, a Delaware corporation (the "Company"),  does hereby constitute and
appoint  Catherine  L.  Hughes  and/or  Robert S.  Bloom as his true and  lawful
attorneys-in-fact and agents, with full power of substitution and resubstitution
for him and in his name,  place and stead,  in his capacity as a director of the
Company,  to sign the  Company's  Annual  Report on Form 10-K for the year ended
March 31, 1996,  together  with any  amendments  thereto,  and to file the same,
together with any exhibits and all other  documents  related  thereto,  with the
Securities  and  Exchange  Commission,  granting to said  attorneys-in-fact  and
agent,  full power and  authority  to do and perform  each and any act and thing
requisite  and  necessary to be done in  connection  therewith,  as fully to all
intents  and  purposes  as the  undersigned  might or could do in  person,  duly
ratifying and confirming all that said attorneys-in-fact and agents may lawfully
do or cause to be done by virtue of the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set his hand this
date.

Signature:


/s/ Walter V. Smiley
- ---------------------------
Walter V. Smiley

Date:    June 20, 1996

<PAGE>

                                POWER OF ATTORNEY

         KNOW  ALL MEN BY THESE  PRESENTS,  that the  undersigned  director  and
officer of Acxiom  Corporation,  a Delaware  corporation (the  "Company"),  does
hereby  constitute and appoint Catherine L. Hughes and/or Robert S. Bloom as his
true and lawful  attorneys-in-fact  and agents,  with full power of substitution
and  resubstitution for him and in his name, place and stead, in his capacity as
a director and officer of the Company,  to sign the  Company's  Annual Report on
Form  10-K for the year  ended  March 31,  1996,  together  with any  amendments
thereto,  and to file  the  same,  together  with  any  exhibits  and all  other
documents related thereto, with the Securities and Exchange Commission, granting
to said attorneys-in-fact and agents, full power and authority to do and perform
each and any act and thing  requisite  and  necessary  to be done in  connection
therewith,  as fully to all intents and  purposes  as the  undersigned  might or
could  do  in   person,   duly   ratifying   and   confirming   all  that   said
attorneys-in-fact  and agents may  lawfully  do or cause to be done by virtue of
the power herein granted.

         IN WITNESS  WHEREOF,  the  undersigned  has  hereunto set his hand this
date.

Signature:


/s/ James T. Womble
- -----------------------------
James T. Womble

Date:    June 20, 1996


<PAGE>

<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND> THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION  EXTRACTED FROM THE
CONSOLIDATED  FINANCIAL STATEMENTS AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE
TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<CIK> 0000733269
<NAME>  Acxiom Corporation
<MULTIPLIER> 1,000
       
<S>                                                                 <C>
<PERIOD-TYPE>                                                            12-MOS
<FISCAL-YEAR-END>                                                   MAR-31-1996
<PERIOD-END>                                                        MAR-31-1996
<CASH>                                                                    3,469
<SECURITIES>                                                                  0
<RECEIVABLES>                                                            44,474
<ALLOWANCES>                                                              1,880
<INVENTORY>                                                                   0
<CURRENT-ASSETS>                                                         54,014
<PP&E>                                                                  153,224
<DEPRECIATION>                                                           64,123
<TOTAL-ASSETS>                                                          194,049
<CURRENT-LIABILITIES>                                                    31,159
<BONDS>                                                                  26,885
                                                         0
                                                                   0
<COMMON>                                                                  2,435
<OTHER-SE>                                                              120,306
<TOTAL-LIABILITY-AND-EQUITY>                                            194,049
<SALES>                                                                       0
<TOTAL-REVENUES>                                                        269,902
<CGS>                                                                         0
<TOTAL-COSTS>                                                           238,244
<OTHER-EXPENSES>                                                            399
<LOSS-PROVISION>                                                              0
<INTEREST-EXPENSE>                                                        1,863
<INCOME-PRETAX>                                                          29,396
<INCOME-TAX>                                                             11,173
<INCOME-CONTINUING>                                                      18,223
<DISCONTINUED>                                                                0
<EXTRAORDINARY>                                                               0
<CHANGES>                                                                     0
<NET-INCOME>                                                             18,223
<EPS-PRIMARY>                                                               .70
<EPS-DILUTED>                                                               .70
        

</TABLE>


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