ACXIOM CORP
10-K, 1997-06-30
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

                    For the fiscal year ended March 31, 1997

                                       OR

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

     For the transition period from ------------- to --------------.

                         Commission file number 0-13163

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


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

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

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

        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 20, 1997 as reported on the Nasdaq National
Market,  was approximately  $645,337,091.  (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 20, 1997 was 51,815,787.



<PAGE>


                      DOCUMENTS INCORPORATED BY REFERENCE

         Portions of the  registrant's  Annual  Report to  Shareholders  for the
fiscal year ended March 31, 1997 ("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 30, 1997 ("1997 Proxy  Statement") are incorporated by reference
into Part III.

                   Forward-Looking Statements or Information

         Certain  statements  in this  filing  and  elsewhere  (such as in other
filings by the Company  with the  Securities  and Exchange  Commission  ("SEC"),
press  releases,  presentations  by the  Company  or  its  management  and  oral
statements) may constitute  "forward-looking  statements"  within the meaning of
the  Private  Securities  Litigation  Reform Act of 1995.  Such  forward-looking
statements  involve known and unknown  risks,  uncertainties,  and other factors
which may cause the actual  results,  performance or achievements of the Company
to be materially different from any future results,  performance or achievements
expressed  or implied  by such  forward-looking  statements.  Such  factors  are
discussed   below   under  the   heading   "Additional   Information   Regarding
Forward-Looking  Statements"  and  include,  among other  things,  the  possible
adoption of legislation or industry regulation concerning certain aspects of the
Company's business;  the removal of data sources and/or marketing lists from the
Company;  the  ability  of the  Company  to retain  customers  who are not under
long-term contracts with the Company;  technology challenges;  Year 2000 issues;
the risk of  damage  to the  Company's  data  centers  or  interruptions  in the
Company's  telecommunications  links;  acquisition  integration;  the effects of
postal rate increases; and other market factors.

                                     PART I

Item 1.  Business

General

         The  Company  is in the  business  of  data  delivery  and  information
integration  and  management  for  customers in the United States and the United
Kingdom,  and, to a smaller extent,  Europe and Malaysia.  While in the past the
Company's traditional business was focused upon the provision of data processing
and related  computer-based  services mainly to direct marketing  organizations,
the Company's  business has expanded in recent years beyond the direct marketing
industry.  For some of its major customers,  the Company provides  assistance in
the form of information/database  management,  data center management and/or the
provision of data, the primary purpose of which may be for activities other than
direct  marketing.  For  example,  the  Company's  largest  customer,   Allstate
Insurance Company, uses the Company's  information  management services and data
for  the  purpose  of  underwriting  insurance.  The  Company's  second  largest
customer, Trans Union Corporation,  one of the three major credit bureaus in the
U.S., has among other things  outsourced the operation of its data center to the
Company.

         In the  traditional  direct  marketing  area, the Company is one of the
leading providers of computer-based marketing information services and marketing
data. 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, including project design, list
brokering and management,  list cleaning,  list enhancement and list production,
database  creation  and  management,   and  fulfillment  and  consumer  response
analysis.

Corporate Information

         The Company was originally incorporated in 1969 as Demographics,  Inc.,
an  Arkansas  corporation  which  later  became  known as Conway  Communications
Exchange,  Inc. In  connection  with its initial  public  offering in 1983,  the
Company was  reincorporated  in Delaware as CCX Network,  Inc. In 1988, the name
Acxiom  Corporation


<PAGE>

was  adopted.  The  Company  is  headquartered  in  Conway,  Arkansas,  and  has
additional operations in twenty-three states, the District of Columbia,  Canada,
the U.K.,  and  Malaysia.  The Company  employs  approximately  3,050  employees
("associates").

         Two  acquisitions  were completed by the Company during the past fiscal
year,  both of which  became  effective  in April 1996.  The  Company  purchased
substantially  all of the  assets  and  assumed  certain  liabilities  of Direct
Media(TM)/DMI,   Inc.   ("Direct   Media").   Direct  Media,  the  largest  list
management/list brokerage operation in the world, provides list management, list
brokerage  and  other  list  consulting  services  to  business-to-business  and
consumer list owners and mailers. See the detailed description of Direct Media's
business below under "The Company's Products and Services,  Acxiom Data Products
Division."

         During the past fiscal  year,  the  Company  also  acquired  all of the
outstanding  capital  stock of Pro  CD(R),  Inc.  ("Pro  CD").  Pro CD  provides
reference data, both on CD-ROM,  batch,  and on-line,  including  telephone data
derived from telephone  directories  for the U.S. and Canada,  mapping data, and
related products and services.  See the detailed discussion of Pro CD's business
below  under  "The  Company's  Products  and  Services,   Acxiom  Data  Products
Division."

         The  acquisitions  of  Direct  Media  and Pro CD were  preceded  by two
acquisitions in the prior year, when the Company purchased the outstanding stock
of Generator  Datamarketing Limited  ("Generator") and DataQuick(R)  Information
Systems ("DataQuick"). Generator, located in England, provides data and database
marketing software,  including the Rapidus(TM)  product, and processing services
to its customers. These services have been integrated with those of Acxiom U.K.,
Ltd., the Company's primary U.K. subsidiary.

         DataQuick,  whose headquarters are in San Diego,  California,  provides
real property  information  to support a broad range of  applications  including
marketing,   appraisal,  real  estate,  banking,  mortgage,   credit/collection,
insurance and research.  The information is distributed  on-line and via CD-ROM,
list services,  and  microfiche.  See the discussion  below under "The Company's
Products and Services, Acxiom Data Products Division."

Technology Applications

         In the  past,  the  Company  relied  heavily  in its  traditional  data
processing business upon the use of mainframe hardware (older and less expensive
versions) for batch processing, and utilized more current technology for on-line
processing.  Due to increased  customer  demand for access to  information,  the
Company  has begun  using  faster and more  cost-effective  ways to deliver  its
services  through  client/server  and  networking  solutions.  The  Company  has
incorporated a number of new strategies  into its  processing  environment:  (1)
Several  of  the  Company's  core   application   systems   products  have  been
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   applications;   (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;  (3) The
Company installed a Local Area Network ("LAN") system and implemented  extensive
use of personal computers ("PCs") as front-end client workstations,  providing a
graphical  user  interface  ("GUI")  front-end  user  access  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;
and (4) Relationships  with several third party decision support systems ("DSS")
software  providers  have  been  developed  pursuant  to which  the  Company  is
authorized  to  sublicense  the DSS  products of such  providers  as part of its
overall customer  solution.  The third party DSS providers with whom the Company
currently  has  alliances  are  Oracle  Corporation;  Red Brick  Systems,  Inc.;
Microstrategy,  Inc.;  Arbor  Software  Corporation;  Trajecta,  Inc.;  Business
Objects, Inc.; Appsource Corporation;  Exchange Applications, Inc.; and Informix
Software,  Inc.  The Company has  dedicated  substantial  manpower  and computer
resources  to its DSS  laboratory,  whose  purpose is to test the various  third
party DSS software products in real-time customer environments.

         To  accommodate  a  balanced   distribution   of  processes  among  the
client/server  technology,  DSS and mainframes,  the Company is incorporating an
industry standard network environment using the "TCP/IP" protocol  (Transmission
Control  Protocol/Internet  Protocol),  which is the standard  currently used in
most private networks.


<PAGE>

For its  applications  to be able to interface in this new network  environment,
the Company has written a communications  application  program interface ("API")
specifically  for TCP/IP.  The API may be used as a standard  for the  Company's
applications that must communicate with other Acxiom  applications  (distributed
processes and remote products). It is designed to fit into customer environments
without imposing non-standard  requirements on their desktops or networks. Using
this simplistic  approach,  implementation of the Company's products at customer
sites should be significantly easier than in the past.

         As the processes grow on the Company's server network,  the requirement
to move data across the network  grows as well.  To meet this  requirement,  the
Company  has adopted an  infrastructure  that will  enable  direct  peer-to-peer
communications  between  mainframe  and  server-based  applications,  along with
increased  bandwidth.  This strategy is designed to provide much faster and more
reliable  application  access than was available in the past.  While  management
believes that this  configuration  will be adequate for the foreseeable  future,
the Company will continue to assess other  technologies  that can be implemented
in a phased  approach.  Network  stability  and  manageability  are  also  being
addressed to support this distributed environment. Management believes that this
approach  to  networking  enhances  the  Company's  ability to deliver  improved
functionality within its network as well as connectivity to customer networks.

The Company's Products and Services

         Following the  Company's  recent  acquisitions,  a decision was made by
management to realign the Company's  business into four  operating  divisions in
order to maximize  synergies  between similar  business units. The divisions are
referred to as the Acxiom Data Products Division,  the Acxiom Services Division,
the Acxiom  International  Division,  and the  Acxiom  Alliances  Division.  The
products and services of each division are discussed below:

         Acxiom Data Products Division

         The  focus  of the  recent  acquisitions  has  been to  strengthen  the
Company's  position  as a leading  provider  of data.  With the  addition of the
DataQuick real property data, the marketing  lists managed by Direct Media,  and
the Pro CD reference  data, the Company has made  substantial  progress  towards
this goal.  When  combined  with the  InfoBase(TM)  data already  offered by the
Company and the Company's  developing on-line Interactive  Information  Services
offerings,  opportunities  exist for a variety of applications for the Company's
existing  customers.  The  acquisitions  have also created the potential for new
markets,  such as the middle  market and small  companies  market  ("Middle Tier
Market"), Internet and consumer markets.

         The Data  Products  Division is comprised of  InfoBase,  Direct  Media,
DataQuick, Pro CD and Interactive Information Services. Headquartered in Conway,
Arkansas,  the Division  also has  locations in Arizona,  California,  Colorado,
Connecticut, Florida, Illinois, Massachusetts, Minnesota, Nevada, New Hampshire,
New York, North Carolina,  Ohio,  Oregon,  Vermont,  Virginia,  Washington,  and
Canada.  Approximately 1,150 associates work in this division. The components of
the Data Products Division are as follows:

         InfoBase  provides list  enhancement  services to companies  engaged in
direct   marketing  to  consumers.   The  household  data  which  comprises  the
IBConsumerSM  database is owned by data  contributors  who permit the Company to
access  their  data  for  purposes  such as  list  enhancement,  list  analysis,
segmentation  modeling,  and  merge/purge  screening.  The  type  of  data  made
available  includes  consumer names and addresses,  as well as such  demographic
information as age, gender,  approximate  income brackets,  occupation,  marital
status,  the presence of other  household  members,  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,  the Company  until  recently
offered a  business  database,  IBBusinessSM,  to  companies  engaged  in direct
marketing to businesses.  The IBBusiness  database was  discontinued in May 1997
due to two of its three  data  suppliers  having  withdrawn  their data from the
combined file.


<PAGE>


         InfoBase  also offers a  computerized  listing (the "EDGE File") of all
U.S.  telephone  book white page  information.  With the  acquisition of Pro CD,
which also compiles white page telephone  directories,  the combined  expense of
compiling  updates to the EDGE File has  significantly  decreased.  The  Company
markets the Pro CD file on CD-ROM to the Middle Tier  Market,  and markets  both
the Pro CD file and the EDGE file to large-volume users.

         Direct Media, the largest list management/list brokerage company in the
world,  provides list  management,  list  brokerage,  package insert  marketing,
internet  marketing,  Web site  brokerage and  management,  and  analytical  and
modeling services to business-to-business  and consumer list owners and mailers.
The Direct Media sales staff is the largest in the industry and has  substantial
experience in the market  segments  served by Direct  Media.  As a list manager,
Direct Media controls over 1200 lists in the U.S. and 175 lists in the U.K. As a
list  broker,  Direct  Media  offers a variety of  services,  including  private
prospecting databases from which a mailer may choose the lists that best fit its
specific needs to build its own database. Cooperative databases are offered as a
more  economical  alternative  to the  private  databases.  Included  among  the
cooperative  databases  is  SmartBase(TM),  comprised  of the  mailing  lists of
hundreds of the country's best consumer  merchandise  vendors. By specifying the
demographic  characteristics  of its  targeted  market  (instead  of  requesting
particular  lists),  a  user  may  generate  a  mailing  list  using  SmartBase.
Management  estimates that approximately 12% of all third class mail in the U.S.
is processed through Direct Media. For 20 years prior to the acquisition, Direct
Media had been one of the  Company's  primary  customers.  The  acquisition  has
enabled the Company to offer its customers  expanded  capabilities  and services
which should result in a significant  competitive  advantage in the marketplace.
By combining  Direct Media's  marketing  expertise  with the Company's  software
systems,  more  efficient  mailing  programs  are  possible  for  the  Company's
customers.

         DataQuick provides data products, list targeting, list fulfillment, and
file  enhancement  centered around real property  information.  Data is gathered
from a number of sources  including county  assessors,  county recorders and the
U.S.  Census Bureau.  DataQuick  currently has 17 on-line  databases  containing
information on over 70 million  properties  affecting over 140 million consumers
across the country.  Through  alliances with several regional real property data
providers  in other parts of the U.S.,  DataQuick  offers  additional  databases
containing  real property  information on other major  Metropolitan  Statistical
Areas  ("MSAs")  throughout  the  country.  Several  CD-ROM  titles are offered,
including  Countywide  Property  Data  (currently  available  for  five  western
states),  Assessors  Parcel Maps  (actual  plat maps for the five  states),  and
CD-ShareData(TM)  (a product  for  lenders  which can be used to measure  market
potential and analyze product performance). Specifically for the title insurance
industry, DataQuick offers TitleShare(R), a product designed to assist in market
share analysis and long-term planning;  TOPS (Title Operations Property System),
a product which  provides  property  profiles;  and GOTOPS,  an Internet  access
product  exclusively  available to the title  insurance  industry which provides
property reports with custom comparable sales,  nearby homeowners,  neighborhood
information,  U.S demographic  census data,  schools and maps, all for a defined
area. DataQuick's  ListServices(TM)  division, which combines real property data
with InfoBase demographic data, is used by target marketers for such purposes as
determining  types and sizes of homes,  the year a home was built, and length of
current ownership. Other lists focus on new homeowners who have moved within the
last six months, and real estate investors. Another file provides market values,
the available and lendable  equity,  loan-to-value  ratio, and purchase and loan
amounts.  For the general public,  DataQuick  offers DQ Express where customized
reports  drawn  from all its  information  databases  can be  obtained.  In all,
DataQuick  has over 50 real  property  databases,  products  and  services.  The
information  is distributed on a variety of media:  On-line,  Internet,  CD-ROM,
magnetic tape, floppy disk,  Bulletin Board Service  (electronic  transmission),
microfiche,  and hard copy reports or mailing labels. The DataQuick  information
has a broad range of applications and a variety of markets, including appraisal,
real estate, banking,  mortgage,  investments,  credit / collection,  marketing,
insurance, home improvements,  home products marketing, and research. Management
believes that the combination of the DataQuick information and services with the
Company's other data products and marketing  capabilities gives it a competitive
advantage in the marketplace.

         Pro CD provides  telephone data derived from telephone  directories for
the U.S. and Canada,  mapping  data,  and other related  reference  products and
services.  These products are distributed as CD-ROM, on-line and batch products.
Through its Select Phone(R) and Select Phone Deluxe(TM) family of products,  Pro
CD provides  electronic  telephone,  name and address data for approximately 112
million  residential and business listings as 


<PAGE>


published in the U.S. and Canadian  telephone  directories,  searchable by name,
street, city, county,  state, ZIP Code, telephone number, SIC (Standard Industry
Classification)  code,  geographic  location,  and MSA.  Pro CD's newest  CD-ROM
product,  Listings Deluxe(TM),  includes both residential and business listings,
street level maps and other reference data combined within one product.  Through
its recently  released  Select Link(TM)  product,  Pro CD offers direct links to
E-mail  addresses,  maps,  census profiles,  other companies' home pages,  stock
quotes,  financials,  weather  information and other internet sites. Select Link
also  provides a  subscription  service  which  allows  the user to conduct  new
searches or verify existing  listings  through a nationwide  telephone  database
which is updated daily. Another product,  Select Street Atlas(TM), is a complete
street atlas that imports and displays  lists of names and addresses from Select
Phone or other databases.  Another product, Select Mail(TM), is a postal program
that edits and corrects  addresses,  and sorts and  barcodes  mailings to comply
with postal  regulations.  The market for Pro CD's  products  includes the small
office/home office market, the Middle Tier Market,  including but not limited to
real  estate  companies,  financial  service  companies,  law  firms,  companies
requiring data for site licenses or for call center integration,  and individual
consumers.  Management anticipates that the acquisition of Pro CD will allow the
Company,  through  retail  channels,  to solicit both the Middle Tier Market and
traditional markets for expanded sales of data-enriched products.

         Interactive   Information  Services  provides  customers  with  secure,
on-line  access to the  demographic,  real estate and telephone  data  described
above.  This information is available 24 hours a day, seven days a week,  except
for regularly scheduled weekly maintenance periods. Many traditional services of
the  Company  are  offered  as well,  including  Addressability(R),  an  address
standardization  and geographic coding system that corrects and standardizes the
city, state and ZIP Code components of an address, and which assigns the carrier
route, ZIP+4,  delivery point and other postal codes. Also offered is Geo-Coding
On-Line,  which is used to enhance a  mailer's  addresses  with  geo-demographic
information.  Other  elements  which may be overlayed are  latitude,  longitude,
Census Tract Code, Census Block Code, and MSA Code.

         Acxiom Services Division and Acxiom International Division

         The services  provided by the Acxiom  Services  Division and the Acxiom
International  Division  have  historically  formed  the  core of the  Company's
business and continue to be key to its operations.  The revenue units comprising
the Acxiom Services Division are Citicorp, IBM, Retail,  Insurance,  Publishing,
Telecommunications, Utilities, and High Tech Information Services. Approximately
650 associates  are employed  within this division,  which is  headquartered  in
Conway,  Arkansas, with additional locations in California,  Colorado,  Georgia,
Kansas, Minnesota, Missouri, New York, Texas and Washington, D.C.

         The International  Division,  with   headquarters  in London,  England,
employs  approximately  600  associates.   The revenue  groups  comprising  this
division are the U.K. Group (Financial  Services/Insurance/Charities/Government,
Fast  Moving  Consumer   Goods  &  Fulfillment  Services    Delivery,   Business
International Business Development Group, and the Malaysia Group.

         Through  the  Services  Division  and the  International  Division, the
Company  offers data  processing  and related  services to the direct  marketing
industry and to a variety of other businesses.  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 and software  that permit  customers to precisely  tailor
their mailing lists in accordance with specifically targeted marketing plans.

         Efforts are currently  underway to expand the International  Division's
services  to  customers  in  the  Netherlands,  France,  Germany  and  Malaysia.
Management believes that the market for the Company's services in such locations
is  largely  untapped.  Some of the  considerations  which  must  be  considered
include,  but are not limited to, the following:  Strict data protection laws in
some countries would require the Company to make adjustments in the way in which
it  collects  and  disseminates  data.  Several  European  countries  require an
"opt-in" process whereby


<PAGE>

prior consent by an  individual  consumer is necessary in order for certain data
about the consumer to be sold.  Secondly,  the  Company's  proprietary  software
would  have  to be  adapted  to fit  the  address  requirements,  languages  and
character sets of other countries.  Thirdly, the strength of any local competing
businesses would have to be evaluated.  In addition,  cultural differences would
have to be taken into account.

         Currently,   through  the  Services   Division  and  the  International
Division,  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.  In  addition to focusing  upon  direct  marketing  programs
designed to obtain new business prospects for its customers, the Company assists
its  customers in creating  marketing  databases  which enable the  customers to
focus upon developing 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 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 data centers.

         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. 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 and thereby maximizing the response rate. The
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.

         An  integral  aspect  of  the  Services  and  International  Divisions'
business is offering the Company's customers access to extensive marketing lists
and databases of information.  The Company either provides its proprietary  data
or acts as a link between those who own or manage lists and those who buy or use
lists for direct marketing purposes.  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  U.S.  and the U.K.  direct  marketing  industry  and to other
businesses.

         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 create a unified  customer
database.  The  customer's  information  then becomes  accessible and actionable
enterprise-wide  through the  Company's  proprietary  desktop tools and services
and/or through third party DSS tools.

         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 its data communications network, the Company provides access
to data  warehouse  information  to drive  decision  support  strategies for its
customers. 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. As noted above (see "Technology Applications"),
the Company has expanded its  architecture  to include the DSS  environment.  In
this area,  the Company  offers  custom  systems  integration  services that may
combine the Company's software with third party DSS 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 in
the U.S. is its data  communications  network  through  which  direct  marketing
customers  receive  authorized  access  to lists  and  databases  housed  at the
Company's  Conway data center.  Management  believes that the Company has one of
the largest capacities for


<PAGE>

database  management,  mailing list  processing  and networking in the industry.
Through its communication  network, lists may be interrogated and regrouped with
marketing information selected by a customer, including geographic, demographic,
psychographic  and previous  consumer response data, so as to create the desired
universe of names.  A 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.

         The  Company  also  offers  several  front-end  desktop  DSS  products,
including  the  third  party  DSS  software  described  above  (see  "Technology
Applications") and the Company's proprietary Acxiom  MarketGuide(TM) and Rapidus
products.  Such products are designed to permit users with even minimal training
to extract  information from large databases via desktop computers.  The Company
has also established a unified  software  development team composed of both U.S.
and U.K.  associates.  These  associates  will focus on the  development  of key
generic  software  products  for use by the  Company's  customers.  Part of this
initiative is aimed at linking  Company tools and/or data with third party tools
and/or data to provide a full  function  system to database  marketers  for data
analysis, promotion design, database build, campaign fulfillment, management and
tracking.  This team is also  involved in  developing a PC-based  software  tool
designed to provide support to marketers for campaign  administration,  response
profiling and database scoring.

         In  addition  to the  traditional  marketing  services  provided by the
Services Division, the Company,  through its subsidiary,  Acxiom RM-Tools,  Inc.
("Acxiom  RM-T") is managing the outside  purchasing and internal  processing of
the  consumer  data  Allstate  Insurance  Company   ("Allstate")  uses  for  the
underwriting  of its lines of automobile  insurance.  The five-year  information
management   agreement  initially  entered  into  in  1992  is  currently  being
renegotiated  for an  extended  term.  The  functions  now being  performed  for
Allstate were previously  handled through  Allstate's  various regional offices.
The savings which result from Acxiom  RM-T's  management of this data are shared
equally by the two parties.  Under the agreement,  Acxiom RM-T provides software
systems and  database  management  for  Allstate to use in  connection  with new
automobile insurance policies across the United States.  Included among the data
which  Acxiom  RM-T   furnishes  to  Allstate  is  motor  vehicle   registration
information,  automatic claims history, driver information,  financial stability
information,  vehicle verifications,  property telephone  inspections,  property
replacement  costs and  property  claims  history.  In addition to using  Acxiom
RM-T's services in connection with writing new policies,  Allstate uses software
systems  developed by Acxiom RM-T 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 core  software  utilized  in  processing  Allstate's  data,  upon
payment of the then current  standard  software license fee. The Acxiom RM-Tools
software  product,  as jointly  developed by the Company and  Allstate,  is also
accessible  for use by other personal lines property and casualty risk insurers.
The agreement with Allstate reflects the Company's strategy to obtain long-term,
large-volume  contracts  which  generate  predictable  revenue.  During the past
fiscal  year,  Allstate  accounted  for  approximately  $67.7  million  of 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.  Together with Fair, Isaac and Company, Incorporated ("Fair
Isaac"),  a leading developer of scoring technology for the insurance and credit
industries,  Acxiom  RM-T  offers risk  management  information  services to the
insurance  industry.  The Company and Fair Isaac have  completed  development of
InfoScore(TM),   a  demographic  marketing  scorecard  for  the  personal  lines
insurance industry segment that is used to rank applicants by risk level.

         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  telemarketing  and  response  handling,  lead  monitoring,
contract  packing  and  mailing,   coupon  redemption,   and  optical  character
recognition  support.  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 


<PAGE>

promotion analysis and subsequent database campaigns.  The Company's proprietary
software  product   Tracx(TM)  also  provides  support  for  points   redemption
processing for loyalty programs.

         Acxiom Alliances Division

         The Alliances Division  encompasses  strategic  relationships which the
Company has with its outsourcing and finance industry<F1> customers. The Company
provides outsourcing services whereby it manages a customer's data center and/or
provides information systems functions,  both on-site at the customer's location
and from the  Company's  Conway,  Arkansas data center.  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.  For its
finance  industry  customers,  the  Company  provides  more  traditional  direct
marketing  services as described above under the "Acxiom  Services  Division and
Acxiom International Division" discussion.

         The revenue units within the Alliances  Division are Trans Union, Polk,
ADP,  Guideposts,  and three  units  within  the  Financial  Services  industry.
Headquartered  in  Conway,  Arkansas,  the  Alliances  Division  has  additional
operations in Colorado,  Illinois,  Kansas,  Michigan, New York, Ohio, Texas and
Virginia.  Approximately  650 associates are in this division.  A description of
the Company's key relationships within the Alliances Division follows.

         Under a data  center  management  agreement  effective  since 1992 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., manages Trans
Union's data  processing  center in Chicago,  Illinois.  In December  1996,  the
Company and Trans Union  agreed to extend the data center  management  agreement
through August 2005,  three years beyond its original  expiration  date in 2002,
for a term of 13 years. For additional  discussion,  see Note 10 of the Notes to
Consolidated Financial Statements in the Company's Annual Report on p. 39, which
information  is  incorporated  herein  by  reference.  In  addition,  in 1994 an
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,  as well as application  enhancements,  for Trans
Union's  Marketing  Services  Division.  The  term  of  that  agreement,   which
originally expired in 2002, was also extended in December 1996 for an additional
three years to 2005. Management anticipates aggregate revenues in excess of $400
million over the remaining life of both contracts.  The preceding statement is a
"forward-looking  statement" for purposes of this Report and is qualified by the
cautionary language that appears under the headings "Forward-Looking  Statements
or  Information"   and   "Additional   Information   Regarding   Forward-Looking
Statements."

         In 1995,  the Company  entered into data center  management  agreements
with Automatic Data Processing  ("ADP"),  and The Polk Company ("Polk"),  one of
the largest data  compilation  companies in the United  States.  Pursuant to the
agreements,  both companies outsourced certain of their data center functions to
the Company.  These  functions have been  transferred  to the Company's  Conway,
Arkansas  data center.  The terms of the  agreements  are five (5) years and ten
(10) years, respectively. Annual revenues from the ADP agreement are expected to
generate approximately $3 million, while annual revenues from the Polk agreement
are expected to generate approximately $17 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"   and   "Additional   Information   Regarding   Forward-Looking
Statements."


- - --------------------------
<F1>   All finance industry  customers  are served  by this  division, with  the
exception of Citibank, N.A., which is served by the Acxiom Services Division.


<PAGE>


         Pursuant to an agreement with  Guideposts,  Inc., A Church  Corporation
("Guideposts"),  one of the largest magazine publishers in the U.S., the Company
manages   Guideposts'  data  processing   personnel,   computer  technology  and
operations. The agreement, which originally began in 1989, was recently extended
for an  additional  ten year term.  Under  related  agreements,  the Company has
agreed to provide software development services to Guideposts,  and has sold all
of  the  rights  to  the  GS/2000  R97  subscription   fulfillment  software  to
Guideposts. Under the original 1989 agreement, the Company acquired an exclusive
license  to  develop,  and  to  ultimately  purchase,   Guideposts'  proprietary
subscription   fulfillment   software   ("GS/2000(R)").   GS/2000   R97   is   a
Guideposts-specific  version  of  the  GS/2000  software.  The  Company  stopped
marketing other  customized  versions of GS/2000 in 1995, after having installed
the customized software at three publishing  companies and at one membership and
continuity organization.

         The Alliances Division also has agreements with several major financial
institutions. The Division's Financial Services Group provides various services,
including  traditional data processing and direct marketing  services,  database
build  and  management  services,  and  list  enhancement  services.   (See  the
discussion  above  under  "Acxiom  Services  Division  and Acxiom  International
Division"  for  compete   description  of  these  traditional  direct  marketing
services.)  The  Division  continues  to  expand  its  coverage  of the  largest
financial  institutions  within the U.S.  through  extensive sales and marketing
efforts.

         It is the  Company's  intention  to continue  seeking  outsourcing  and
information management agreements in the future. Because of the Company's skills
and  technology  in the area of data  processing,  and because of the  long-term
contracts generally associated with such arrangements,  management believes that
these types of agreements will provide  substantial  benefits to the Company and
will result in cost-effective data processing solutions for its customers.

Competition

         Acxiom Data Products Division - Competition

         Within the Data Products Division, the Company experiences  competition
as follows:

         There are at least five other  companies  which compete with  InfoBase,
including  some  of  the  companies  who  contribute  their  data  to  InfoBase.
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.

         Direct  Media  has   approximately   50  smaller   competitors  in  the
business-to-business and consumer list brokerage/list management industry. Since
Direct Media is the largest  company of its type in the U.S. and has over 15% of
the market  share in this  industry,  management  is of the opinion  that Direct
Media  can  effectively  compete  in the U.S.  marketplace.  With  regard to its
international  operations,   Direct  Media  has  approximately  25  competitors.
Management  believes that such  competitors'  operations are not as extensive as
those of Direct Media and that,  therefore,  Direct Media is  well-positioned to
compete in the U.K. and abroad.  Management  believes  that by combining  Direct
Media's  marketing  expertise with the Company's  other software  systems,  more
efficient  mailing  programs are possible for the Company's  customers  than are
available from competitors.

         DataQuick has two major 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 in a competitive position within this industry.  Management also
believes that the combination of the DataQuick information and services with the
Company's other data products and marketing  capabilities gives it a competitive
advantage in the marketplace.

         Pro CD  previously  had two  primary  competitors  in the  business  of
providing  CD-ROM  telephone  listings and mapping  data to consumers  and small
office/home office businesses.  During the past year, one of the two competitors
acquired the other,  thus creating only one major competitor to Pro CD. Prior to
the Company's


<PAGE>

acquisition of Pro CD, it was the leading retailer in its field. During the past
year, however, the competition obtained a significant portion of Pro CD's market
share by offering  products which operated and looked similar to those of Pro CD
at a substantially  lower cost. Pro CD subsequently lost its leading position in
the market.  Management  has  implemented  a strategy to regain  market share by
continuing to offer functionally superior products,  becoming increasingly price
competitive,  and improving marketing efforts with respect to Pro CD's products.
In  addition,  Pro CD will focus on  combining  its desktop  functionality  with
information available through the Internet. It will also continue its efforts to
sell its products directly to large corporations, which represent a fast-growing
and highly profitable market.

         With regard to competitive  forces  affecting the services  provided by
the Data  Products  Division's  Interactive  Information  Services,  the Company
believes that its competitors in the traditional  direct marketing  industry are
pursuing  similar  initiatives  to offer  services via the Internet.  Management
intends to focus on creating the technological  infrastructure required to offer
highly differentiated services to its customers. See, also, the discussion below
under   "Acxiom   Services   Division  and  Acxiom   International   Division  -
Competition."

         Acxiom Services Division and International Division  - Competition

         The Company  experiences  competition  from at least six other  service
bureaus in the U.S. and ten in the U.K direct marketing industry with respect to
certain targeted marketing services,  including  merge/purge,  list enhancement,
and database and data  warehouse  services.  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  application  software,  its  ability  to build open
solutions,  its experience  building and managing some of the largest  databases
within the  industry,  its knowledge of the various  industries  it serves,  its
business partner relationships,  and the skills and experience of its associates
enable 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, and management intends to
utilize the best tools available to it to build fully integrated  solutions that
meet each customer's unique requirements. It is management's belief that most of
its competitors do not provide their customers with such solution flexibility.

         There are many  diverse  businesses  which  offer DSS  software  and/or
services. However, based upon the broad spectrum of software and services in the
marketplace,  the Company's recent alliances with various DSS software providers
(see "Technology  Applications" above), and the Company's unique data management
services,  management  believes that the effects of competition are minimal.  In
addition, management believes that by using the TCP/IP protocol (discussed above
under "Technology  Applications"),  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.

         Acxiom Alliances Division - Competition

         The Company is aware of numerous  other  major  businesses  which offer
outsourcing 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.

         With regard to competitive  forces  affecting the services  provided by
the Alliances  Division to its finance  industry  customers,  see the discussion
above  under  "Acxiom  Services  Division  and Acxiom  International  Division -
Competition."


<PAGE>


Customers

         The  Company's  customers  include  financial  institutions,  insurance
companies, consumer credit organizations,  utility companies, seminar companies,
communications companies,  catalogers,  retailers, television shopping networks,
publishers,   consumer   goods   manufacturers,    membership   and   continuity
associations,  real estate and appraisal  firms,  title  companies,  advertising
agencies,  charities,  and governmental  entities.  Other customers include 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).  In  addition  to its  larger
corporate customers,  the Company's customers include small to mid-size business
owners and individuals who are retail  purchasers of the Pro CD reference CD-ROM
products. Although most of the Company's customers are in the U.S. and the U.K.,
the Company has a small number of customers in Canada,  the Netherlands,  France
and  Malaysia.  Many are  companies  which  specialize  in the direct  marketing
industry,  as well as the marketing  departments of large  corporations who have
turned to targeted  marketing  techniques to sell their goods and services.  The
Company also provides data  processing and  information  management  services to
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 60 days
and,  accordingly,  the Company uses  operating  capital to finance its accounts
receivable. In fiscal 1997, the following customers accounted for 10% or more of
the Company's total revenue:  Allstate Insurance Company (16.8%) and Trans Union
Corporation (14.1%).

Additional Information Regarding Forward-Looking Statements

         This  Report  on  Form  10-K  and  the   Company's   Annual  Report  to
Shareholders  include, and future SEC filings by the Company and future oral and
written  statements  by the  Company  and its  management  may  include  certain
forward-looking  statements.  Such  statements  which may  include,  among other
things,  statements  regarding  the  Company's  financial  position,  results of
operations,  market position,  product development,  regulatory matters,  growth
opportunities and growth rates, acquisition and divestiture  opportunities,  and
other similar forecasts and statements of expectation.  Words such as "expects,"
"anticipates,"   "intends,"  "plans,"   "believes,"   "seeks,"  "estimates"  and
"should," and variations of these words and similar expressions, are intended to
identify these forward-looking statements. Such statements are not statements of
historical fact. Rather, they are based on the Company's estimates, assumptions,
projections  and  current  expectations,   and  are  not  guarantees  of  future
performance.  The  Company  disclaims  any  obligation  to update or revise  any
forward-looking  statement  based  upon the  occurrence  of future  events,  the
receipt of new information,  or otherwise.  Some of the factors that could cause
the Company's  actual  results and other matters to differ  materially  from the
results,   projections  and  expectations   expressed  in  the   forward-looking
statements are set forth below. There may be additional factors which could also
affect actual results.

Consumer Privacy, Legislative and Regulatory Concerns

          There  could be a  material  adverse  impact on the  Company's  direct
marketing  and data  sales  business  due to the  enactment  of  legislation  or
industry  regulations  arising from, among other things,  the increase in public
concern over consumer privacy issues.  Restrictions  upon the collection and use
of information which is currently  legally available could be adopted,  in which
case  the cost to the  Company  of  collecting  certain  kinds of data  might be
materially  increased.  It is also possible that the Company could be prohibited
from  collecting or  disseminating  certain  types of data,  which could in turn
materially adversely affect the Company's business.

         Senior  management  of the Company  has taken a  proactive  role in the
privacy arena. Internally, the Company has formulated and distributed to each of
its  associates a written  privacy policy which  supports  consumers'  rights to
control the dissemination of information  about themselves.  Privacy is included
as a topic in the Company's  corporate  culture  education  program in which all
associates participate. Associates of the Company are required to sign a privacy
acknowledgment form as a condition of continued  employment.  The privacy policy
reflects 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


<PAGE>


consumers to "opt-out" of unrequested marketing  solicitations.  The Company has
adopted a practice of purging its customers'  prospecting databases of all names
appearing on such DMA opt-out lists free of charge.

         In  addition,   the  Company  includes  in  its  customer  contracts  a
commitment that any data sent to the Company has been legally  obtained and that
the  customer's  subsequent use of any data received from the Company will be in
compliance  with all data protection  laws, as well as with applicable  industry
policies.  The Company also  includes in its  information  provider  contracts a
commitment that the data the Company  receives has been legally obtained for the
uses to which it will be put, and the Company  further agrees to comply with any
restrictions that the providers place upon the data.

         The Company also participates in other  industry-specific  associations
focused on privacy issues such as the Magazine  Publishers  Association  and the
Advertising and Mail Marketing Association.

Loss of Data and/or Customer Lists

         The Company  could  suffer a material  adverse  effect if owners of the
data used by the Company were to withdraw the data from the Company. In order to
reduce this risk, management has undertaken a strategy to obtain ownership of as
much data as possible,  and, in the  alternative,  to enter into  long-term data
supply agreements with the data owners that remain essential to its business.

         The owners of the  marketing  lists  maintained  by the  Company  could
decide to remove their 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 is enhanced through  manipulation by the
Company's software and through combination with other lists. Further, management
believes that the Company's  acquisition of Direct Media has further  solidified
the Company's relationship with many list owners. Historically,  only a few list
owners utilizing the Company's services have removed their lists.

Effects of Short-Term Contracts

         While  approximately  50% of the  Company's  total revenue is currently
derived from long-term (over three years) customer  contracts,  the remainder is
not. With respect to that portion of the business  which is not under  long-term
contract,  revenues  are less  predictable,  and the Company  must  consequently
engage in continual  sales efforts to maintain its revenue  stability and future
growth.  Management has emphasized the importance of securing as much revenue as
possible under long-term  contracts,  having increased the percentage from 9% to
50% over the past five years.

Technology Challenges

         Maintaining   technological   competitiveness  in  its  data  products,
processing functionality,  software systems and services is key to the Company's
continued  success.  The Company's  ability to  continually  improve its current
processes and to develop and introduce new products and services is essential in
order to meet its competitors'  technological  developments and the increasingly
sophisticated requirements of its customers. If the Company failed to do so, its
business could be materially adversely affected.

Year 2000 Issues

         The Company has  developed  an internal  plan to address the effects of
the imminent  century  change upon the  Company's  internal  software (the "Year
2000" issue). The Company is currently  implementing a full 4-digit-year  format
solution,  believed  by the  Company  to be the only  complete,  permanent,  and
obvious  resolution  of this  issue,  in the  following  manner:  (1) all  dates
currently  stored  with a 2 position  year (YY) will be stored with a 4 position
year (CCYY);  (2) all routines  using these fields to handle the new format will
be changed; and (3) installation of upgrades to hardware/operating  systems date
routines  to return  Year 2000  compliant  dates  that can be stored in the same
format.  Notwithstanding,  many  records of the Company are already at a maximum
physical


<PAGE>

record length or such that changes to the layout would require extensive changes
to routines  not directly  affected by the Year 2000 date  issues.  As a result,
implementation to the permanent 4-digit solution will be an on-going process for
the Company that may take several years. In the short-term, the Company will use
a combination of the 4-digit dates and industry standard  bridging  technologies
(e.g.,   fixed   window   technique,    sliding   window   technique,    2-digit
encoding/compression  scheme)  for  processing  date  fields to bring all of the
Company's internal applications to a compliant position.

Loss of Data Center Capacity or Interruption of Telecommunications Links

         The  Company's  success is  dependent  upon its  ability to protect its
various data centers  against damage from fire,  power loss,  telecommunications
failure or other  disasters.  The on-line  services  provided by the Company are
dependent  on  links  to  telecommunications   servers.   Management  has  taken
reasonable precautions to protect its data centers and telecommunications  links
from events that could  interrupt  the Company's  operations.  Any damage to the
Company's data centers or any failure of the Company's  telecommunication  links
that causes  interruptions  in the  Company's  operations  could have a material
adverse effect on the Company's business.

Acquisitions

         The  Company's  growth  strategy   currently  includes  growth  through
acquisitions.  While  management  believes that the Company has been  reasonably
successful  implementing  this strategy  during the past two years,  there is no
certainty that future  acquisitions  will be consummated on acceptable  terms or
that any acquired  assets,  data or businesses will be  successfully  integrated
into the Company's operations.

Postal Rate Increases

         The direct marketing industry has been negatively impacted from time to
time  during past years by 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 consumers 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, but there is no assurance that
future postal increases will have no impact upon the Company.

Other Factors

         Revenues could be materially  adversely  affected if the Company failed
to be competitive within its industry. In addition, the expenses associated with
acquiring  data,  and the  timing of  acquisitions  and the  costs and  expenses
associated  therewith,  might also affect operating  results.  A downturn in the
general economic  conditions in the primary  marketplaces  served by the Company
could also have a material adverse effect upon the Company's business.

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      Principal executive 
                              in fee; one facility      offices; customer 
                              secures a $4,031,000      service facilities and
                              encumbrance               computer equipment space

<PAGE>

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

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

DataQuick Information
 Systems, Inc.:
  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 office buildings and a data processing center.

         Pursuant  to its data  center  management  agreement  with Trans  Union
discussed  above under Item 1, 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 Polk discussed
above under Item 1, 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 Polk.

         The Company's  International  Division'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  facility  in  Sunderland,
England where data processing and fulfillment services operations are housed.

         As a result of the  Company's  acquisition  of  DataQuick,  the Company
leases two  facilities  in San Diego,  California.  DataQuick  also leases sales
office space in California, Arizona, Nevada, Oregon and Washington.

         Due to the  acquisition  of Direct Media,  the Company  leases  primary
office and customer service space in Greenwich,  Connecticut.  In addition,  the
Company  leases  sales  office  space  in  California,  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.


<PAGE>

         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.

         The Company also leases sales offices in California,  Illinois, Kansas,
Massachusetts,  New York,  North Carolina, Texas, Virginia, Washington, D.C. and
Wisconsin.

         In  connection  with the  previous  operation  of its mailing  services
division,  the Company owns a warehouse  facility in  Warminster,  Pennsylvania,
which it is  presently  leasing  to a third  party who has  entered  into a sale
agreement  with the Company to purchase  the  property.  The Company also owns a
warehouse  facility  in  Philadelphia,  which  is  currently  subject  to a sale
agreement.

         In  general,   the  offices,   customer  service  and  data  processing
facilities of the Company are in good  condition.  Management  believes that its
facilities  are suitable and adequate to meet the current  needs of the Company.
As such,  management believes that no substantial  additional properties will be
required during fiscal 1998. 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 p. 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  position held,
age,  and year of initial  appointment  as an  executive  officer  and  business
experience for the past five years, is listed below:
                                                                         Year
Name                      Position Held                      Age        Elected

Charles D. Morgan (a)     Chairman of the Board              54          1972
                          and President (Company Leader)

Rodger S. Kline (b)       Chief Operating Officer,           54          1975
                          Treasurer and Director

James T. Womble (c)       Division Leader and Director       54          1975

Paul L. Zaffaroni (d)     Division Leader                    50          1990

C. Alex Dietz (e)         Division Leader                    54          1983

Jerry C.D. Ellis (f)      Division Leader                    47          1991

Robert S. Bloom (g)       Chief Financial Officer            41          1992

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


<PAGE>

(a)  Mr. Morgan joined the Company in 1972. He has been Chairman of the Board of
     Directors  since  1975,  and  serves as the  Company's  president  (Company
     Leader).  He was employed by IBM Corporation  prior to joining the Company.
     Mr.  Morgan holds a mechanical  engineering  degree from the  University of
     Arkansas.

(b)  Mr.  Kline joined the Company in 1973.  He has been a director  since 1975,
     and serves as the Company's chief operating officer 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.

(c)  Mr. Womble  joined the Company in 1974. He has been a director  since 1975,
     and serves as one of the Company's four division leaders.  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.

(d)  Mr. Zaffaroni joined the Company in 1990. He serves as one of the Company's
     four division leaders.  Prior to joining the Company he was employed by IBM
     Corporation for 21 years,  most recently serving as regional sales manager.
     Mr. Zaffaroni holds a degree in marketing from Youngstown State University.

(e)  Mr. Dietz 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  served as senior level  officer of the Company
     and is presently one of the  Company's  four  division  leaders.  Mr. Dietz
     holds a degree in electrical engineering from Tulane University.

(f)  Mr. Ellis joined the Company in 1991 as managing  director of the Company's
     U.K.  operations.  He serves as one of the Company's four division leaders.
     Prior to 1991,  Mr. Ellis was  employed for 22 years with IBM  Corporation,
     serving most  recently as  assistant  to the CEO of IBM's U.K.  operations.
     Prior to that,  Mr. Ellis served as branch  manager of the IBM U.K.  Public
     Sector division.

(g)  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.

         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 pp. 20-21, 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.


<PAGE>

Item 8.  Financial Statements and Supplementary Data

         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  1997 Proxy  Statement at pp. 4-5 and
under the caption "Section 16(a) Reporting  Delinquencies" in the Company's 1997
Proxy Statement at p. 13, 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 Company  Leaders" in the  Company's  1997 Proxy
Statement at pp. 6-10, 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 1997 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 1997 Proxy Statement at pp. 12-13, which
information is incorporated herein by reference.

                                    PART IV

Item 14.  Exhibits, Financial Statement Schedule 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, 1997 and 1996                  26


<PAGE>

Consolidated Statements of Earnings for the years ended
March 31, 1997, 1996 and 1995                                              27

Consolidated Statements of  Stockholders' Equity for the
years ended March 31, 1997, 1996 and 1995                                 28-29

Consolidated Statements of Cash Flows for the years ended
March 31, 1997, 1996 and 1995                                              30

Notes to the Consolidated Financial Statements                            31-41

Independent Auditors' Report                                               42

                  2.       Financial Statement Schedule.

                           The  following  additional  information for the years
1997,  1996 and  1995 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,
1997, 1996 and 1995


            All other  schedules are omitted  because they are not applicable or
not required or because the required information is included in the consolidated
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  3(i) to the  Company's  Quarterly  Report on Form 10-Q for the
         quarterly period ended June 30, 1996,  Commission File No. 0-13163, 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)    Leadership Compensation Plan

10(h)    Acxiom Corporation Non-Qualified Deferred Compensation Plan (previously
         filed as Exhibit 10(i) to the Company's  Annual Report on Form 10-K for
         the fiscal year ended March 31, 1996, Commission File No.
         0-13163, and incorporated herein by reference)

10(i)    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,
         Robert A. Pritzker, Walter V. 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
                    -      Leadership Compensation Plan
                    -      Acxiom Corporation Deferred Compensation Plan*
                    -      Acxiom Non-Qualified Deferred Compensation Plan

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

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

                    4.     Reports on Form 8-K.

                           None.


<PAGE>

                          INDEPENDENT AUDITORS' REPORT

The Board of Directors
Acxiom Corporation


Under date of May 14, 1997, we reported on the  consolidated  balance  sheets of
Acxiom  Corporation  and  subsidiaries  as of March 31,  1997 and 1996,  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,  1997,  as
contained  in  the  1997  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, 1997. 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 14, 1997


<PAGE>


                                                                    Schedule II


                      ACXIOM CORPORATION AND SUBSIDIARIES

                       Valuation and Qualifying Accounts

                   Years ended March 31, 1997, 1996 and 1995



                           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


1997:
 Allowance
 for
 doubtful
 accounts,
 returns
 and
 credits     $ 1,880,000   4,399,000   4,800,000   7,044,000  298,000  4,333,000
               =========   =========   =========   =========  =======  =========


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


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

Note  -  Other additions  in 1997 represent the  valuation  accounts acquired in
         the Pro CD and DMI acquisitions.  Other additions in 1996 represent the
         valuation   accounts   acquired   in  the   Generator   and   DataQuick
         acquisitions.  Other additions in 1995 represent the valuation  account
         acquired in the  InfoBase  acquisition.  See notes 8 and 15 of notes to
         consolidated financial statements.



<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.

                                         ACXIOM CORPORATION

Date:  June 30, 1997                     By: /s/ Catherine L. Hughes
                                            -------------------------
                                            Catherine L. Hughes
                                            Secretary

     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 as of the dates indicated.

Signature

Robert S. Bloom*                Chief Financial Officer            June 30, 1997
- - ---------------------------     (Principle accounting officer)
   Robert S. Bloom                       

Dr. Ann H. Die*                 Director                           June 30, 1997
- - ---------------------------
   Dr. Ann H. Die

William T. Dillard II*          Director                           June 30, 1997
- - ---------------------------
    William T. Dillard II

Harry C. Gambill*               Director                           June 30, 1997
    Harry C. Gambill

Rodger S. Kline*                Chief Operating Officer,           June 30, 1997
- - ---------------------------     Treasurer and Director
    Rodger S. Kline             (Principle financial officer)

Charles D. Morgan*              Chairman of the Board and          June 30, 1997
- - --------------------            President (Company Leader)
    Charles D. Morgan           (Principle executive officer)

Robert A. Pritzker*             Director                           June 30, 1997
    Robert A. Pritzker

Walter V. Smiley*               Director                           June 30, 1997
    Walter V. Smiley

James T. Womble*                Division Leader and Director       June 30, 1997
- - --------------------
    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  3(i) to the  Company's  Quarterly  Report on Form 10-Q for the
         quarterly period ended June 30, 1996,  Commission File No. 0-13163, 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)    Leadership Compensation Plan

10(h)    Acxiom Corporation Non-Qualified Deferred Compensation Plan (previously
         filed as Exhibit 10(i) to the Company's  Annual Report on Form 10-K for
         the fiscal year ended March 31, 1996, Commission File No.
         0-13163, and incorporated herein by reference)

10(i)    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,
         Robert A. Pritzker, Walter V. 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 28, 1997

         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; May
24, 1995,  July 23, 1996 and May 28, 1997. 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 15,200,000 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  employees of
the  Company or its  affiliates,  directors,  officers  (whether or not they are
directors),  independent  contractors  and consultants 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 executive  officer named in the Summary  Compensation  Table of the Company's
then current Proxy  Statement  shall be eligible to receive in excess of 600,000
options in any three-year period.


<PAGE>

         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 (3) 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 (6) 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 (12)
         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.

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


<PAGE>

                  (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.  Transferability.  Current and future nonqualified  options granted
under the Plan may be  transferred  by a  Participant  to (i) the  Participant's
family members (whether related by blood, marriage, or adoption);  (ii) trust(s)
for the benefit of family  members;  (iii)  family  partnerships  and/or  family
limited liability companies;  and (iv) former spouse(s) pursuant to divorce. The
Committee  may, in its sole  discretion,  permit  transfers to other  persons or
entities upon the request of a Participant.  Subsequent transfers of transferred
options may only be made to one of the permitted transferees named above, unless
the  Committee  has  approved  of  such  subsequent  transfer.  Otherwise,  such
transferred  options may be transferred  only by will or the laws of descent and
distribution.  Concurrently with any transfer, the transferor shall give written
notice to the Plan's then  current  stock option  administrator  of the name and
address of the transferee,  the number of shares being transferred,  the date of
grant of the  options  being  transferred,  and such  other  information  as may
reasonably  be  required  by the  administrator.  Following  transfer,  any such
options  shall  continue to be subject to the same terms and  conditions as were
applicable   immediately  prior  to  transfer.  The  events  of  termination  of
employment  set forth in Section 7 of the Plan shall continue to be applied with
respect  to the  original  Participant,  following  which the  options  shall be
exerciseable  by the  transferee  only to the  extent  that they could have been
exercised by the  Participant.  The Company  disclaims any obligation to provide
notice to a transferee of any termination or expiration of a transferred option.

         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


<PAGE>

representations, warranties, agreements and restrictions  both on the option and
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  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(R) CORPORATION

                            U.K. SHARE OPTION SCHEME


                          Adopted on November 18, 1987

                          Incorporating amendments made
                        by the Board on 17 December 1990,
                               on 8 March 1993, on
                          26 May 1993, on 24 July 1996,
                     on 23 October 1996, and on 28 May 1997

                 Part A approved by the Board of Inland Revenue
                             under Finance Act 1984
                              under reference X2945



                                                                 CLIFFORD CHANCE
                                                           200 Aldersgate Street
                                                                 London ECIA 4JJ

                                                          Ref:   DPP/A1848no/RTT
                                                       WP  Ref:  DPP/DPP$086D.06
                                                        (previously DJL$07D3.21)


<PAGE>

                               ACXIOM CORPORATION
                            U.K. SHARE OPTION SCHEME

                            PART A: APPROVED OPTIONS

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 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(l)(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.

         "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.


<PAGE>

         "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 C 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;

        (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.


<PAGE>

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 (pound)30,000

(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--

                  (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  fter  the date  (prior to
cessation) that the Option Holder last exercised an option in  circumstances  in
which  paragraphs  (a) and (b) of subsection 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.


<PAGE>

         (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:

                 (a)      such merger, amalgamation or reconstruction; or

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

                 (c)      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.

(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 each 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:


<PAGE>

         (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(l) 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
capitalisation 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,

         (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  subparagraph  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.


<PAGE>


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 an 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

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  to this Part of the Scheme made while this
Part of 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 Rules of the Scheme
or any other matter  concerning  the Scheme shall be final and binding  (save as
expressly stated otherwise).

         (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 valid acts of the Committee.

PART B: UNAPPROVED OPTIONS

Options  may be granted  under this Part of the  Scheme as  unapproved  options,
which are not  eligible  for such relief from  taxation  as is  available  under
Schedule 9 of the Income and Corporation Taxes Act 1988.

Such  options  may be granted in  accordance  with such  provisions  as would be
applicable if the provisions of Part A above were herein set out in full subject
to the following modifications:

1.       In Rule A, delete the definition of "Associated Company."


<PAGE>

2.       In Rule A, in the definition of "First Exercise Date", delete the words
"nine and a  half years from" and  insert "seven years  (or such other period as
the Board may have determined before the date of grant of the Option)  beginning
with".

3.       In Rule A,  delete the  definition of  "Market Value" and insert  a new
definition as follows:

        "The  market  value of a Share on the  date of  grant of an  Option  as
determined by the Board before the grant thereof".

4.      In Rule A, delete the definition of "Material Interest" in its entirety.

5.      In Rule A, in the definition of  "Option Period",  delete the words "ten
years from"  and insert  "seven  years (or  such other period up to a maximum of
fifteen years as the Board may have  determined  before the date of grant of the
Option) beginning with".

6.       In Rule A, in the  definition of  "Shares", delete from  "which  comply
with the provisions" to the end.

7.       In Rule A,  delete the definition  of "Qualified Person" and substitute
as the definition of "Qualified Person" the words:

         "Any  director or employee of a company in the Group who is required to
devote the whole or  substantially  the whole of his working time to the service
of the Group".

8.       Delete Rule B(2).

9.       Delete Rule D(1) and insert a new Rule D(1) as follows:

         "(1) An  Option  shall  not be  granted  to a  Qualified  Person if the
aggregate  subscription  price for the Option Shares to be subject to the Option
would exceed four times the higher of the total remuneration (excluding benefits
in kind)  expressed as an annual rate payable by the Group to him as on that day
and the total remuneration (excluding benefits in kind) paid by the Group to him
in the period of 12 months immediately preceding that day".

10.      In Rule E(1)(ii), delete the words "ten years after" and  insert "seven
years (or such other period as the Board may have determined  before the date of
grant of the Option) beginning with".

11.      In Rule E(2)(i), delete sub-rule (c) in its entirety.

12.      In Rule E(3), delete the words "ten years after" and insert "seven
years (or such other period as the Board may have determined  before the date of
grant of the Option) beginning with".

Delete sub-rule E(5).

14.      At the end of Rule E(7), insert the following:

", provided that, in the case of Options granted on or after 28 May 1997,  where
a company in the Group is obliged (in any  jurisdiction)  to account for any tax
for which a person  exercising  an Option is liable by virtue of the exercise of
such Option and/or for any social security  contributions  recoverable  from the
person in question (together, the "Tax Liability"), that person has either:

(a) made a payment  to the  company concerned  or an amount  equal to  the   Tax
Liability; or


<PAGE>

(b) entered into arrangements satisfactory to that company or another company in
the Group to secure that such a payment is made (whether by authorising the sale
of some or all of the Shares on his behalf and payment to the company  concerned
of the relevant amount out of the proceeds of sale or otherwise)."; and

15. In Rule F(1),  delete the words "(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)".

16.      Delete Rule F(3).

17.      Delete Rule G(ii).

18.      Delete Rule L(1)(ii).


<PAGE>

EXHIBIT 10(g)


                   GENERAL DESCRIPTION OF THE LEADERSHIP TEAM
                                COMPENSATION PLAN


OBJECTIVE

The objective of the  Leadership  Team  compensation  plan is to implement a pay
plan which will reflect the leader's  responsibility,  provide compensation that
is both equitable and competitive, and which will:

         -        Align  the  leader's  interests   with  shareholder/investor's
                  interest.

         -        Motivate leaders to achieve the highest level of performance.

         -        Retain key leaders by  linking leadership team compensation to
                  company performance.

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

         -        Enable sharing of growth & success between associates, leaders
                  and shareholders.

PLAN PROVISIONS

Eligibility of Participants

For purposes of the Leadership Team Compensation plan,  eligible associates will
include Division leaders,  Group leaders,  Business Unit leaders, Sales leaders,
Business Development leaders,  Industry Application Development leaders, Finance
and Accounting leaders Organizational  Development leaders, and Corporate Office
leaders.

Components and Plan Structure

The components of the Leadership Team Compensation Plan are as follows:

         -        Base salary (not at risk)
         -        Base salary (at risk)
         -        Long-term incentive

Exhibit 1 of this document reflects the above components for the 5 levels of the
Leadership  Team  Compensation  Plan.  In  addition,  it reflects  the  Business
Development / Sales Leadership plan.

Each level of the plan has the following:

         -        Base salary ranges (lower and upper)
         -        Plan structure (reflecting  percentages of each plan component
                  to total  compensation  as well as  number  of years for which
                  options are granted under the long-term incentive component of
                  the plan)

Each leader is slotted  into one of the five levels  based on their  experience,
scope of responsibility and past performance.  The individual to whom the leader
reports is responsible for managing their respective slotting.  Division leaders
must approve all level 3 slottings. Additionally,  Division leaders must approve
all slottings of  individuals  on the Business  Development  / Sales  Leadership
compensation plan. The Company leader must approve all slottings of levels 4 and
5.

Leaders  slotted in the Business  Development / Sales  Leadership plan must be a
senior level business development / sales leader responsible for:


<PAGE>

         -        developing new business and relationships at senior  executive
                  levels of customers and prospects, or

         -        providing  leadership  to two or more sales  associates  for a
                  Group or Division. Providing leadership means assigning quotas
                  and territories,  conducting  regular reviews of salesperson's
                  call   activity,   hiring,   terminations,   preparing   skill
                  development plans,  performance reviews,  coaching,  mentoring
                  and overseeing the overall sales process for the area.

Base Salary (Not At Risk)

Guidelines  have been  established  to award Base salary  increases for salaries
that are "within range", "in excess of range" and "below range".

The percentage increase guidelines are revised / validated annually.

Base salaries for Business  Development / Sales leaders will be established  and
managed using the Level 2 salary ranges.

Base Salary (At Risk)

General

The base salary at risk (referred to as at risk throughout the remainder of this
document)  amount for the full fiscal year is  determined  based on the eligible
associate's  base salary as of May 1. No  adjustment  is made to at risk amounts
during the plan year unless the leader moves from one plan level to another.  In
the event there is a change in plan level, the at risk will be prorated based on
the date of the change.

Eligible  associates  must be  employed  on the date of the  actual  payment  to
receive  payment for the  quarterly  and/or  year-end  at risk.  The at risk for
eligible  associates who joined the  Leadership  Team after the beginning of the
quarter will be pro-rated based on hire date. Additionally, the year-end at risk
amount will be prorated in the same manner.

At risk targets

At risk will be based on the change in EVA attained with an EPS gate.  (With the
exception  of  the  commission/specific  objective  component  of  the  Business
Development / Sales Leadership plans. See page 5 - Commission/specific objective
at risk targets.)

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

Target Incentives and Expected EVA Improvement


<PAGE>

Achievement of Expected EVA Improvement results in Target Incentive Pool

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/leaders share in all risks and rewards (no caps or floors)

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 Gate is not achieved

Bank  "deposits"  equal to Incentive  Attained  Times Funding  Factor.  (Funding
factor equals Incentives funded divided by Incentives Attained.)

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

Common fate at risk target breakdown

             Corporate     Division      Group          Revenue       Shared
             Office        Leaders       Leaders        Unit          Services
                                         OD/FA          Leaders       Unit
                                         Leaders**                    Leaders
- - --------------------------------------------------------------------------------
Common       100%          60%           50%            25%           50%
Fate         Co. EVA       Co. EVA       Co. EVA        Co. EVA       Co. EVA
- - --------------------------------------------------------------------------------
Unit         0%            40%           25%            75%*          50%
                           Div. EVA      Div. EVA

                                         25%            (25% Div.     (35%
                                         Group EVA      EVA)*         Set by
                                                                      Board)

                                                        (25% Group    (15%
                                                        EVA)*         Bus. Plan)

<PAGE>

                                                                      (25% Unit
                                                                      EVA)*

- - --------------------------------------------------------------------------------
* These are the  default  percentages  unless the  corporate  office  approves a
different  documented  plan.  Differences  should be submitted to the  corporate
office by the division leader by June 30 for FY98 and by October 31 for mid-year
revisions.

**  Organizational  Development  and  Finance  /  Accounting  Leaders'  at  risk
percentages will be 50% Company EVA and 50% Division EVA.

Note:  All at risk payments  are subject to EPS gate (with the exception  of the
commissions/specific   objective  portion of   the  Business   Development/Sales
Leadership plan)

Commission/specific objective at risk targets

These targets apply only to Business Development / Sales Leadership plan.

The commission/specific objective portion of at risk under this plan is based on
revenue and/or EVA percentage of quota  attainment for the territories  assigned
to  the  business  development/sales  leader.  It is the  responsibility  of the
individual's Division and/or Group Leader to establish these targets.

The  commission/specific  objective portion will be funded by the Unit, Group or
Division  and is not subject to the EPS gate as is the common fate portion of at
risk.  For  FY98,  budgets/EVA  targets  will  not be  adjusted  for  additional
commission expense due to these plans.

All commissions are calculated on a YTD, cumulative basis.

The  plan  provisions  and  quota  assigned  may be  changed  at any time by the
division leader.

The division leader may choose not to accept additional  business when resources
are not available to process the work. It is the sales  leader's  responsibility
to make certain that the work will be accepted before  customer  commitments are
made.

Divisions and Units (Except Data Products Division):

The  Division,  Group and unit EVA is the  controllable  EVA for a Division  and
revenue  Group/Unit  which  includes  the direct  revenue and  expenses  for the
unit(s)  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 Group/Unit EVA
will be negotiated with your Division Leader.

Data Products Division - Groups/Units:

Product  Line EVA targets and  attainment  must be  certified  by the  corporate
office.

Shared Services Units:

The  business  plan target  component  for Shared  Services is to maintain  your
expenses at or below your current fiscal year budget.

EPS Gate Target

The EPS target for fiscal 1998 is $.59 per share.


<PAGE>

All common fate at risk  payments  are subject to first  achieving  Acxiom's EPS
targets.

Over Achievement

Above the funding at targeted EVA, 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).

The over  achievement  EVA will be funded at the corporate level and distributed
to the  Divisions,  Groups and Units that over  achieved  their  respective  EVA
targets.

Method of payment:

It is Acxiom's intention to pay at risk in cash. However,  from time to time the
Company  Leadership  Team  (CLT),  may elect to pay at risk in stock  options if
conditions of the business  justify it. In the event this decision is made,  the
CLT will make  every  effort to notify  the  Leadership  Team  members  within 5
business  days of the  decision  being  finalized.  If at risk is paid in  stock
options in lieu of cash, the  Black-Scholes  model will be used to calculate the
option value and number of options.

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
         Second Quarter - 1/8th of total opportunity
         Third Quarter - 1/8th of total opportunity
         Fourth Quarter - 5/8th of total  opportunity (1/8 for the 4th Quarter &
1/2 for the Annual Target)

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     $(169)     $.09     Third Quarter     $5,470     $.19

   Second Quarter    $2,480     $.14     Fourth Quarter    $4,174     $.17

                                         TOTALS           $10,505     $.59
                                         ---------------------------------

LONG-TERM INCENTIVE

For  purposes  of  determination  of the  long-term  incentive  (LTI),  eligible
associates  must be employed and be a member of the Leadership  Team on the date
the Board of  Directors  reviews  the LTI  grants  for that  year (May  Board of
Directors  meeting).  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.


<PAGE>

The  long-term  incentive  will  be in the  form  of  stock  options  and  other
performance  vehicles as  necessary.  The  current  year  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 - 50% of total long-term incentive
                  Category B - 25% of total long-term incentive
                  Category C - 25% of total long-term incentive

Under the  long-term  incentive  plan,  participants  will be awarded a grant of
stock  options on a cycle  corresponding  to the level of  compensation  plan to
which the leader has been assigned.  Multi-year  grants are awarded for levels 3
through 5.

In the event a leader is assigned a level with multi-year  grants,  they will be
awarded the number of years of options  necessary  to put them on the same cycle
as all other leaders on that level.

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
fifteen years after their date of grant.

The fiscal 1998 stock options were  officially  approved and priced by the Board
of Directors in January,  1997 for those  individuals on the Leadership  Team at
that time.  All other  Leadership  Team options were  approved at the May,  1997
Board of Directors meeting.  The May options include new Leadership Team members
as well as adjustments for those moving from one level to another.

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.

PLAN MODIFICATIONS

Any  modification  to the  standard  plan  described  in this  document  must be
approved in advance by Rodger Kline.


<PAGE>
                                   EXHIBIT 1

                               Acxiom Corporation
                                 Leadership Team
                             Compensation Guidelines

                       Leadership Compensation Plan - FY98
- - --------------------------------------------------------------------------------
Leader                     
Classifi-
cation        'Not at Risk' Base Salary Ranges                 Plan Structure
- - --------------------------------------------------------------------------------
                                                              At           Yrs
              Lower Range           Upper Range       Base   Risk   LTI  Granted
- - --------------------------------------------------------------------------------
Level 5   $170,000 - $240,000   $240,000 - $310,000   35%    25%    40%     3
Level 4   $120,000 - $180,000   $180,000 - $240,000   40%    25%    35%     3
Level 3   $ 90,000 - $140,000   $140,000 - $190,000   50%    25%    25%     2
Level 2   $ 60,000 - $110,000   $110,000 - $160,000   60%    20%    20%     1
Level 1   $ 50,000 - $ 90,000   $ 90,000 - $130,000   70%    15%    15%    1
- - --------------------------------------------------------------------------------
Note:  At Risk  Opportunity for  the fiscal  year is established  based  on Base
Salary as of May 1, 1997.


                     Business Development / Sales Leadership
                            Compensation Plan - FY98
- - --------------------------------------------------------------------------------
Leader         'Not at Risk' Base Salary Ranges                Plan Structure
Classifi-                                                    At            Yrs
cation         Lower Range          Upper Range      Base   Risk    LTI  Granted
- - --------------------------------------------------------------------------------
Bus. Dev./
Sales      $ 60,000 - $110,000  $110,000 - $160,000  40%    40%     20%     1
                                                     50%    30%     20%     1
                                                          Common  Commis-
                                                           Fate    sions
                                                            75%     25%
                                                            50%     50%
                                                            25%     75%
- - --------------------------------------------------------------------------------
Note:  At Risk  Opportunity for  the fiscal  year is established  based  on Base
Salary as of May 1, 1997.

                       % Increase Guidelines for Salaries
                                      FY98
- - --------------------------------------------------------------------------------
Rating        Within Range            In Excess
           Lower         Upper        of Range             Below Range
- - --------------------------------------------------------------------------------
Low          0%            0%            0%       For ratings of Solid or High,
Solid     Up to 9%      Up to 7%      Up to 2%    up to 10% every 6 months until
High      Up to 12%     Up to 10%     Up to 4%    range minimum is reached.
- - --------------------------------------------------------------------------------


<PAGE>


EXHIBIT 13

(This page  and the following  five (5) pages  correspond  to pages 20-25 of the
Company's Annual Report.)

Selected Financial Data


Years Ended March 31,             1997      1996      1995      1994      1993
- - -----------------------------    -------   -------   -------   -------   -------
Earnings Statement Data:
- - -----------------------------    -------   -------   -------   -------   -------
  Revenue                      $ 402,016   269,902   202,448   151,669   115,827
  Net Earnings                 $  27,512    18,223    12,405     8,397     6,230
  Earnings per share           $     .47       .35       .27       .19       .15
  Average shares outstanding      59,143    52,078    45,886    43,680    41,536
=============================    =======   =======   =======   =======   =======

March 31,                         1997      1996      1995      1994      1993
- - -----------------------------    -------   -------   -------   -------   -------
Balance Sheet Data:
    Current assets             $  84,545    54,014    43,517    35,857    36,027
    Current liabilities        $  36,109    31,159    24,964    12,895    14,938
    Total assets               $ 299,668   194,049   148,170   123,378   112,841
    Long-term debt, excluding  
        current installments   $  87,120    26,885    18,219    34,992    33,237
    Redeemable common stock    $       -         -         -     7,692     7,222
    Stockholders' equity       $ 156,097   122,741    97,177    61,896    52,171
=============================    =======   =======   =======   =======   =======

(In  thousands,  except per share data.  Per share data are  restated to reflect
2-for-1 stock splits in fiscal 1997, 1995, and 1993.)


<PAGE>


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

YEAR                         1993      1994      1995      1996      1997
- - ------------------------     -----     -----     -----     -----     -----
Revenue (Dollars in 
  Millions)                 $115.8    $151.7    $202.4    $269.9    $402.0
Earnings Per Share
  (In Dollars)               $0.15     $0.19     $0.27     $0.35     $0.47
Stock Price (In 
  Dollars) at March 31       $4.38     $5.19     $8.38    $11.94    $14.38
Pretax Margin (In
  Percent)                    8.8%      8.9%      9.9%     10.9%     11.0%
Return on Equity
  (In Percent)               12.4%     13.2%     15.3%     16.5%     20.3%
Earnings Before Interest
  Taxes, Depreciation and
  Amortization ("EBITDA")
  (Dollars in Millions)      $28.7     $35.6     $42.0     $52.9     $81.2



<PAGE>


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

Results of Operations
In fiscal 1997, 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, 1997:

                                   1997             1996               1995
                                   ----             ----               ----
Direct Marketing                    34%              26%                22%
Financial Services                  20               27                 24
Insurance                           20               25                 30
Information &                       20               15                 16
Communication Services
Media/Publishing                     6                7                  8
                                   ---              ---                ---
                                   100%             100%               100%

Consolidated  revenues  were a record  $402.0  million in 1997, up 49% from 1996
after increasing 33% from 1995 to 1996.  Excluding the impacts of the Pro CD and
DMI  acquisitions  which were completed at the beginning of the fiscal year, the
growth rate in 1997 was 29% over the prior  year.  Direct  marketing  revenue of
$136.9  million  grew  90%  over  1996,  including  the  revenue  from  the  DMI
acquisition.  Excluding DMI, the revenue  increase was 34% reflecting  growth in
Acxiom UK, retail and the  high-tech  business.  Financial  services grew 12% to
$80.4 million including growth in DataQuick revenues of 24% and growth in credit
card processing  revenues of 7%.  Insurance  revenues of $81.2 million grew 21%,
primarily  due to  growth  in  revenues  from  the  Allstate  Insurance  Company
("Allstate") data management agreement.  Information and communication  services
grew 93% to $81.1  million,  including  the  effects of the Pro CD  acquisition.
Excluding  the  acquisition,  the growth  was 58%,  reflecting  the  incremental
revenues from the outsourcing contract with The Polk Company ("Polk"), for which
revenues were not ramped up until the fourth  quarter of 1996.  Media/Publishing
revenues grew 34% over 1996 to $22.4  million,  due primarily to the addition of
new customers.
     In fiscal 1996,  consolidated revenues grew $67.5 million from 1995. Direct
marketing revenues grew 61%,  reflecting a $16 million increase in revenues from
the Trans Union  Marketing  Services  agreement  and 26% growth in other  direct
marketing  revenues.  Financial  services  grew  51%,  including  $20.8  million
resulting  from the  acquisition  of  DataQuick  and 8% growth  in  credit  card
processing  revenues.  Insurance  revenue  increased 13%,  reflecting  growth in
revenues from the Allstate  agreement.  Information and  communication  services
revenues  were up 34%  reflecting  revenues from the  outsourcing  contract with
Polk,  6% growth in the Trans Union data  center  management  agreement  and 30%
growth in the  remaining  industry  sector.  Media/publishing  revenues  did not
change substantially from 1995.
     The following  table presents  operating  expenses for each of the years in
the three-year period ended March 31, 1997 (in millions):

                                                          1996 to    1995 to
                          1997       1996       1995       1997       1996
                          -----      -----      -----      ----       ----
Salaries &               $145.0     $ 98.1     $ 67.3      +48%       +46%
benefits
Computer,                  58.6       40.9       28.3      +43        +45
  communications and
  other equipment
Data costs                 76.3       63.4       60.0      +20         +6
Other operating  
  costs and expenses       70.4       35.8       23.8      +97        +50  
                          -----      -----      -----      ----       ----
                         $350.3     $238.2     $179.1      +47%       +33%

Salaries and benefits  increased  from 1996 to 1997 by 48% due  primarily to the
acquisitions  of DMI and Pro  CD.  After  adjusting  for the  acquisitions,  the
resulting  20% growth  primarily  reflects  increased  headcount  to support the
growth of the business.  From 1995 to 1996, salaries and benefits increased 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%,  reflecting  increased  headcount to support the
growth of the business.
     Computer,  communications  and other equipment costs increased 43% in 1997.
Beginning  in the fourth  quarter of 1996,  the  Company  recorded  pass-through
revenue and  expenses in  connection  with the Trans  Union  Marketing  Services
contract.  The Company  discontinued  recording these pass-through  revenues and
expenses in the fourth quarter of 1997 upon  renegotiation  of the  deliverables
under this  contract.  After  adjusting for the  acquisitions  of Pro CD and DMI
noted above and these  pass-through  expenses,  computer costs increased 15% due
primarily  to  additional  depreciation  and other  equipment  costs  related to
increases  in data  center  equipment  to support  the  growth of the  business,
including the Polk outsourcing contract.  These costs increased 45% in 1996, but
after  adjusting  for the  acquisitions  and new  contracts  in 1996 these costs
actually declined by 4%.


<PAGE>

     Data  costs grew 20% in 1997 and 6% in 1996.  In both  years,  the  primary
reason for the increase was the growth in revenues under the Allstate contract.
     Other operating costs and expenses  increased 97% in 1997.  After adjusting
for the impact of the DMI and Pro CD  acquisitions  and the  ramp-up of the Polk
contract the increase was 24%,  reflecting  increased costs necessary to support
increased  revenues.  For  1996,  these  costs  increased  50%;  however,  after
adjusting  for the new  contracts,  acquisitions,  and a full  year of  InfoBase
results (since  October 1, 1994,  the operations of InfoBase are  consolidated),
the  increase  is  reduced  to  15%,  primarily  reflecting  larger  advertising
expenditures  and higher  facilities  costs  associated  with  newly-constructed
buildings at the Company's headquarters location.
     Software and research and  development  spending was $17.2  million in 1997
compared to $10.4 million in 1996 and $8.1 million in 1995.
     Income from operations was a record $51.7 million,  an increase of 63% over
1996. Income from operations in 1996 reflected an increase of 37% from 1995. The
operating  margin in 1997 was  12.9%,  compared  with 11.7% in 1996 and 11.4% in
1995.
     Interest expense  increased by over $2 million in 1997 due to higher levels
of debt  during the year and lower  interest  capitalization.  Interest  expense
decreased by $525,000 in 1996 due to lower interest rates and the capitalization
of $400,000 in interest costs related to the  newly-constructed  buildings noted
earlier.
     Other expense in 1997 includes  writedowns  related to the MorCom  property
and preferred stock  investment (see discussion  below) and  amortization of the
excess of cost over the fair  value of net  assets  acquired  (goodwill),  which
increased in 1997 due to the  acquisition of DMI. Other expense in 1995 includes
a charge of $259,000 for the equity in  operations  of the InfoBase  partnership
for the first half of the year.
     The  Company's  effective  tax rate was 37.5%,  38.0%,  and 38.2% for 1997,
1996, and 1995, 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.
     Net earnings  were a record $27.5  million in 1997,  up 51% from 1996 after
increasing  47% from 1995 to 1996.  Earnings per share of $.47 was also a record
in 1997, up 34% from 1996 after increasing 30% from 1995 to 1996.

Capital Resources and Liquidity
Working  capital at March 31,  1997  totaled  $48.4  million  compared  to $22.9
million a year  earlier.  At March 31, 1997,  the Company had  available  credit
lines of $51.5  million of which  $21.5  million  was  outstanding.  The Company
continues to classify as long-term  debt the note payable  totaling $4.0 million
which is due in  full on June 30,  1997,  as it is the  Company's  intention  to
retire this loan with additional  proceeds from the revolving  credit  facility.
The Company's  debt-to-capital  ratio  (capital  defined as  long-term debt plus
stockholders'  equity) was 36% at March 31,  1997  compared to  18% at March 31,
1996. The increase in the ratio is due to the issuance of a convertible  note in
the amount of $25.0 million related to the DMI  acquisition  (see footnote 15 of
the notes to consolidated  financial statements for additional discussion of the
DMI  transaction),  the issuance of $30.0 million in senior unsecured notes, and
increased borrowing under the revolving  credit agreement.  Total  stockholders'
equity increased 27% to $156.1 million at March 31, 1997.
     Cash provided by operating  activities  was $35.1 million for 1997 compared
to $39.3 million in 1996 and $36.9 million in 1995.  Earnings  before  interest,
taxes,  depreciation,  and amortization  ("EBITDA") increased by 54% compared to
1996,  but the  resulting  increase  in  operating  cash  flow was  offset by an
increase of $22.0 million in accounts receivable due to a decrease in receivable
turnover.  In 1997,  $64.1  million was used by investing  activities  and $28.3
million was provided through financing activities.  Investing activities in 1997
included  capital  expenditures  of $59.8 million,  compared to $39.0 million in
1996 and $24.4  million  in 1995.  The  increase  in  capital  expenditures  was
principally due to purchases of data center  equipment to support the Company's
outsourcing  agreements  with Polk and Trans  Union,  as well as the purchase of
additional data center  equipment in the Company's core data centers to provide
for  incremental  capacity along with  reengineering a number of key proprietary
processes  to run on client  servers  using  low-cost  parallel  processors.  In
addition  to the Polk and Trans  Union  data  center  equipment  purchases,  the
Company has also purchased other data center equipment (primarily servers) which
are also tied to contracts with  customers.  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,  at a  cost  of
approximately  $12.0  million,  funded through  current  operations and existing
credit lines.
     Financing  activities  in 1997  include the  issuance  of $30.0  million in
senior notes,  issuance of a $25.0 million  convertible  note in connection with
the  purchase  acquisition  of DMI, and  increases  under the  revolving  credit
facility.  Financing  activities  in 1997 also reflect the payment of short-term
bank debt assumed when the Company  acquired DMI.  Financing  activities in 1996
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  continue to be  necessary to support the growth of the  business.  In
addition,  new outsourcing or facilities management contracts frequently require
substantial  up-front  capital  expenditures  in order  to  acquire  or  replace
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.


<PAGE>

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 50%, 52%, and 43% of
consolidated revenues for 1997, 1996 and 1995, 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.  In fiscal  1997,  the  Company  completed  two
additional  acquisitions,  which became effective in April 1996. The acquisition
of Pro CD,  Inc.  has been  accounted  for as a  pooling  of  interests  and the
acquisition  of Direct  Media/DMI,  Inc. is  accounted  for as a  purchase.  See
footnote  15 to the  consolidated  financial  statements  for  more  information
regarding these  acquisitions.  Together,  these four  acquisitions  contributed
approximately $86 million in revenue in fiscal 1997.
     Effective  November 1, 1995,  the Company  assumed  management  of The Polk
Company's data center in Taylor,  Michigan pursuant to a ten-year agreement.  In
July 1996,  Polk's data center  operations  were  transferred  to the  Company's
headquarters in Conway.

Other Information
In 1997,  1996,  and 1995,  the Company had two customers who accounted for more
than 10% of revenue.  Allstate  accounted for 16.8%,  20.7%,  and 26.4% in 1997,
1996, and 1995,  respectively,  and Trans Union  accounted for 14.1%,  15.5% and
12.6% in 1997,  1996,  and 1995,  respectively.  The  Trans  Union  data  center
management agreement and marketing services agreement have been extended and now
expire in 2005.  A long-term  extension  of the  Allstate  agreement,  which was
originally  signed for a five-year  term  expiring in fiscal 1998,  is currently
being negotiated. The Company does not have any reason to believe that either of
these custom.
     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 is also
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 parent 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.
     Efforts are  currently  underway  to expand the  services of Acxiom U.K. to
customers in central  Europe and the Asia Pacific  region.  Management  believes
that the  market  for the  Company's   services  in such  locations  is  largely
untapped.  To date the Company  has had no  significant  revenues or  operations
outside of the United States and the United Kingdom.
     As noted in  footnote  12 to the  consolidated  financial  statements,  the
Company's  United   Kingdom  operations  earned  profits of $1,046,000 in fiscal
1997,  and are  expected  to continue  to show  profits in the future.  The U.K.
operations  sustained  losses  of  $399,000  and  $856,000  in  1996  and  1995,
respectively.  The  loss  in 1996  resulted  from  the  operation  of  Generator
Datamarketing  Limited,  which was acquired in 1996.  The loss in 1995  resulted
from the BSA U.K.  operation which sold catalog  fulfillment  software and which
was sold in 1995.
     As discussed in footnote 13 to the consolidated  financial statements,  the
Company has settled the  arbitration  matter  between the Company and Highlights
for Children, Inc. The settlement, the terms of which are confidential,  was not
material to the consolidated financial statements of the Company.
     Effective March 31, 1994, the Company sold  substantially all of the assets
of its former Acxiom Mailing  Services  operation in exchange for the assumption
of certain  liabilities,  $4.5 million in cash, a mortgage note receivable,  and
$1.0 million of preferred stock issued by the buyer, MorCom, Inc.  Additionally,
the  Company  sold  MorCom a software  license to use  certain of the  Company's
software.  In June 1996, MorCom ceased  operations.  The Company has established
valuation  reserves  for the  full  remaining  amount  of the  software  license
receivable,  the preferred stock, and trade accounts receivable. The Company has
obtained  title to and sold a portion of the  property  related to the  mortgage
note,  receiving proceeds of $949,000.  The Company is negotiating a sale of the
remaining  property and has established a valuation  reserve of $1.6 million for
its ultimate  disposition.  Management believes that any further loss associated
with this event will not be material to the consolidated financial statements.

<PAGE>

     The Financial  Accounting  Standards  Board has issued  Statements No. 128,
"Earnings  per Share" and No. 129,  "Disclosure  of  Information  about  Capital
Structure." Statements No. 128 and 129 are required to be adopted by the Company
in fiscal 1998.  The adoption of Statement  No. 128 will cause the Company to be
required to change the manner in which it calculates  and presents  earnings per
share. As a result,  the Company will be required to report both "basic earnings
per share" and "diluted  earnings per share." In general,  "diluted earnings per
share" will be  approximately  the same as the earnings  per share  historically
reported by the Company.  "Basic  earnings per share" will be a greater  amount,
because it does not take into account  dilution  from stock options and warrants
which are common stock  equivalents  and which have  previously been included by
the Company in its reported  earnings per share.  Early application of Statement
No. 128 is not  permitted;  however,  if the statement had been  implemented  in
fiscal  1997,  "basic  earnings  per share"  would  have been $.54 and  "diluted
earnings per share" would have been $.47.
     Statement No. 129 specifies certain  disclosures  about capital  structure.
Management  does not expect any material  impact to the  Company's  consolidated
financial statements from the implementation of this new accounting standard.

Outlook
Certain  statements  in  this  Annual  Report  may  constitute  "forward-looking
statements" within the meaning of the Private  Securities  Litigation Reform Act
of 1995.  These  statements,  which are not  statements of historical  fact, may
contain estimates,  assumptions,  projections and/or expectations  regarding the
Company's financial position,  results of operations,  market position,  product
development,   regulatory  matters,   growth  opportunities  and  growth  rates,
acquisition  and  divestiture  opportunities,  and other  similar  forecasts and
statements of expectation. Such forward-looking statements are not guarantees of
future  performance.  They involve known and unknown risks,  uncertainties,  and
other factors which may cause the actual results, performance or achievements of
the Company to be materially  different from any future results,  performance or
achievements   expressed   or  implied  by  such   forward-looking   statements.
Representative  examples  of such  factors are  discussed  in more detail in the
Company's  Annual  Report on Form 10-K and  include,  among  other  things,  the
possible  adoption of  legislation  or industry  regulation  concerning  certain
aspects of the Company's business;  the removal of data sources and/or marketing
lists from the Company;  the ability of the Company to retain  customers who are
not under long-term contracts with the Company;  technology challenges; the risk
of damage to the  Company's  data  centers  or  interruptions  in the  Company's
telecommunications  links; acquisition  integration;  the effects of postal rate
increases;  and other market  factors.  See  "Additional  Information  Regarding
Forward-looking Statements" in the Company's Annual Report on Form 10-K.
     Effective  April 1997,  the Company  realigned  itself into four  operating
divisions-Services,  Alliances, Data Products and International.  The purpose of
the realignment was to improve focus, maintain the entrepreneurial  environment,
leverage  the data  assets,  and to support  future  growth.  The  Services  and
International   Division   will   provide  the  computer   processing   services
historically performed by the Company. The Alliances Division has responsibility
for the Company's outsourcing and finance industry customers.  The Data Products
Division  is  comprised  of  InfoBase,  DMI,  DataQuick  and Pro CD. The Company
believes  that  existing  customer   industries  (direct  marketing,   financial
services,    insurance,    information   and   communication    services,    and
media/publishing)  all  continue  to offer good  growth  potential.  There is an
increased  emphasis on  one-to-one  marketing by  businesses in general which we
believe will increase demand for the Company's data content and services both in
the U.S. and  worldwide.  The Company  continues to explore uses of its data and
services beyond  marketing  applications  and has had some success in developing
applications in the insurance  underwriting  area. At the same time, the Company
is also focusing on industries  such as retail,  telecommunications,  high tech,
entertainment,  packaged goods and utilities as strong growth opportunities.  In
particular,  telecommunications  and utilities  businesses are increasing  their
focus on direct  marketing  as the result of  deregulation  in their  respective
industries.  The Company also believes there is strong growth  potential  beyond
the Fortune 500 companies  that it has  traditionally  served with  medium-sized
businesses and divisions of large  corporations as well as the small office/home
office marketplace.  As a result of improved delivery systems, these markets are
now becoming  cost  efficient for the Company to render some of its products and
services.  Lastly, the Company is developing relationships with other firms such
as  Oracle,  IBM,  Informix  and Red  Brick to  promote  alternate  channels  of
distribution for the Company's products and services.
     The  Company  believes  that  operating  margins  will  continue to improve
primarily  as a result of  leveraging  the  Company's  data  content  resources,
improving  internal  processes and the increased  profitability of the Company's
U.K.  operations.
     To implement  its  strategy,  the Company will  continue to add data center
capacity to support growth.  The Company expects that capital  expenditures will
be $40-50 million in 1998, a substantial  portion of which is supported directly
by contracts with customers.
     The Company currently expects its effective tax rate to be 37-39% for 1998.
This estimate is based on current tax law and current estimates of earnings, and
is subject to change.  Under current law, the research and  experimentation  tax
credits will expire May 31, 1997, which could cause the Company's effective rate
to increase if Congress does not reinstate the credit.


<PAGE>

(This page and the  following seventeen (17) pages  correspond to pages 26-42 of
the Company's Annual Report.)

                         

Consolidated Balance Sheets
March 31, 1997 and 1996

Assets                                             1997                 1996
- - ------                                             ----                 ----

Current assets:
  Cash and cash equivalents                   $  2,721,000         $  3,469,000
  Trade accounts receivable, net                70,636,000           44,474,000
  Refundable income taxes (note 7)               1,809,000            1,537,000
  Other current assets (note 7)                  9,379,000            4,534,000
                                               -----------          -----------
   Total current assets                         84,545,000           54,014,000
Property and equipment, net of
  accumulated depreciation and
  amortization (notes 3, 4 and 5)              116,171,000           89,101,000
Software, net of accumulated
  amortization of $11,330,000 in 1997
  and $9,714,000 in 1996 (note 2)               18,627,000           10,524,000
Excess of cost over fair value of net
  assets acquired, net of accumulated
  amortization of $4,924,000 in 1997
  and $2,593,000 in 1996 (notes 8 and 15)       38,297,000           13,982,000
Other assets (note 14)                          42,028,000           26,428,000
                                               -----------          -----------
                                              $299,668,000         $194,049,000
                                               ===========          ===========

Liabilities and Stockholders' Equity

Current liabilities:
  Short-term notes payable                         158,000              646,000
  Current installments of long-term debt
    (note 4)                                     3,923,000            3,866,000
  Trade accounts payable                        15,323,000           13,596,000
  Accrued expenses:
    Interest                                     1,128,000              435,000
    Payroll and payroll related                  7,519,000            5,111,000
    Royalties                                    2,047,000            1,314,000
    Other                                        5,492,000            5,875,000
  Advances from customers                          519,000              316,000
                                               -----------          -----------
      Total current liabilities                 36,109,000           31,159,000
Long-term debt, excluding current
  installments (note 4)                         87,120,000           26,885,000
Deferred income taxes (note 7)                  17,324,000           10,933,000
Deferred revenue                                 3,018,000            2,331,000
Stockholders' equity (notes 6, 10
  and 15):
  Preferred stock                                        -                    -
  Common stock                                   5,274,000            4,870,000
  Additional paid-in capital                    61,322,000           52,079,000
  Retained earnings                             91,738,000           68,978,000
  Foreign currency translation adjustment          278,000             (863,000)
  Treasury stock, at cost                       (2,515,000)          (2,323,000)
                                               -----------          -----------
    Total stockholders' equity                 156,097,000          122,741,000
Commitments and contingencies (notes 4,
  5, 8, 9, 10 and 13)
                                               -----------          -----------
                                              $299,668,000         $194,049,000
                                               ===========          ===========

See accompanying notes to consolidated financial statements.


<PAGE>


Consolidated Statements of Earnings
Years ended March 31, 1997, 1996 and 1995

                                     1997             1996             1995
                                     ----             ----             ----

Revenue (notes 8, 10 and 11)     $402,016,000     $269,902,000     $202,448,000

Operating costs and expenses
  (notes 2, 8, 9 and 14):
  Salaries and benefits           145,038,000       98,075,000       67,287,000
  Computer, communications and
    other equipment                58,552,000       40,972,000       28,330,000
  Data costs                       76,282,000       63,442,000       59,963,000
  Other operating costs and
    expenses                       70,431,000       35,755,000       23,803,000
                                  -----------      -----------      -----------
    Total operating costs and
      expenses                    350,303,000      238,244,000      179,383,000
                                  -----------      -----------      -----------
      Income from operations       51,713,000       31,658,000       23,065,000
                                  -----------      -----------      -----------
Other expense net:
  Interest expense                 (3,903,000)      (1,863,000)      (2,388,000)
  Other, net (notes 8 and 14)      (3,772,000)        (399,000)        (602,000)
                                  -----------      -----------      ----------- 
                                   (7,675,000)      (2,262,000)      (2,990,000)
                                  -----------      -----------      -----------
Earnings before income taxes       44,038,000       29,396,000       20,075,000
Income taxes (note 7)              16,526,000       11,173,000        7,670,000
                                  -----------      -----------      -----------
  Net earnings                  $  27,512,000    $  18,223,000    $  12,405,000
                                  ===========      ===========      ===========
Earnings per share                       $.47             $.35             $.27
                                  ===========      ===========      ===========

   See accompanying notes to consolidated financial statements.



<PAGE>


Consolidated Statements of Stockholders' Equity
Years ended March 31, 1997, 1996 and 1995

                                                            Common stock
                                                    ----------------------------
                                                     Number of
                                                      shares            Amount
                                                    ----------        ----------
Balances at March 31, 1994                          41,944,128       $ 4,194,000
  Sale of common stock (note 6)                      2,288,454           229,000
  Tax benefit of stock options exercised (note 7)            -                 -
  Issuance of common stock warrants (note 10)                -                 -
  Issuance of treasury stock net of shares
    repurchased                                              -                 -
  Accretion on redeemable common stock (note 10)             -                 -
  Transfer of redeemable common stock to
    stockholders' equity (note 10)                   1,920,000           192,000
  Translation adjustment                                     -                 -
  Net earnings                                               -                 -
Balances at March 31, 1995                          46,152,582         4,615,000
  DataQuick merger (note 15)                         1,969,678           197,000
  Retirement of DataQuick common stock prior to
    merger                                                   -                 -
  Sale of DataQuick common stock prior to merger             -                 -
  DataQuick dividends prior to merger                        -                 -
  Sale of common stock                                 562,794            56,000
  Tax benefit of stock options exercised (note 7)            -                 -
  Issuance of employee stock awards                     13,356             2,000
  Issuance of treasury stock, net of shares
    repurchased                                              -                 -
  Translation adjustment                                     -                 -
  Net earnings                                               -                 -
Balances at March 31, 1996                          48,698,410         4,870,000
  Pro CD merger (note 15)                            3,313,324           331,000
  Sale of common stock                                 724,164            73,000
  Tax benefit of stock options exercised (note 7)            -                 -
  Issuance of treasury stock, net of shares
    repurchased                                              -                 -
  Translation adjustment                                     -                 -
  Net earnings                                               -                 -
Balances at March 31, 1997                          52,735,898        $5,274,000

   See accompanying notes to consolidated financial statements.

<PAGE>

Consolidated Statements of Stockholders' Equity    (Continued)
Years ended March 31, 1997, 1996 and 1995

                            Foreign           Treasury stock
 Additional                 currency    -----------------------      Total
  paid-in      Retained    translation  Number of                 stockholders'
  capital      earnings    adjustment     shares       Amount    equity (note 6)
 ----------   ----------   ----------   ---------    ----------    -----------
$22,527,000  $38,562,000   $ (818,000) (1,411,064)  $(2,569,000)  $ 61,896,000
 12,719,000            -            -           -             -     12,948,000
    252,000            -            -           -             -        252,000
    536,000            -            -           -             -        536,000
    461,000            -            -      99,494       162,000        623,000
          -     (191,000)           -           -             -       (191,000)
  7,691,000            -            -           -             -      7,883,000
          -            -      825,000           -             -        825,000
          -   12,405,000            -           -             -     12,405,000
 ----------   ----------    ---------   ---------     ---------    -----------
 44,186,000   50,776,000        7,000  (1,311,570)   (2,407,000)    97,177,000
  5,113,000      447,000            -           -             -      5,757,000
 (1,010,000)           -            -           -             -     (1,010,000)
    190,000            -            -           -             -        190,000
          -     (468,000)           -           -             -       (468,000)
  2,063,000            -            -           -             -      2,119,000
    656,000            -            -           -             -        656,000
    101,000            -            -           -             -        103,000
    780,000            -            -      69,328        84,000        864,000
          -            -     (870,000)          -             -       (870,000)
          -   18,223,000            -           -             -     18,223,000
 ----------   ----------    ---------   ---------     ---------    -----------
 52,079,000   68,978,000     (863,000) (1,242,242)   (2,323,000)   122,741,000
  2,647,000   (4,752,000)           -           -             -     (1,774,000)
  3,553,000            -            -           -             -      3,626,000
  1,684,000            -            -           -             -      1,684,000
  1,359,000            -            -     145,912      (192,000)     1,167,000
          -            -    1,141,000           -             -      1,141,000
          -   27,512,000            -           -             -     27,512,000
 ----------   ----------    ---------   ---------     ---------    -----------
$61,322,000  $91,738,000    $ 278,000  (1,096,330)  $(2,515,000)  $156,097,000
 ==========   ==========    =========   =========     =========    ===========


<PAGE>


Consolidated Statements of Cash Flows
Years ended March 31, 1997, 1996 and 1995

                                              1997         1996         1995
                                              ----         ----         ----
Cash flows
  from
  operating 
  activities:  Net earnings               $27,512,000  $18,223,000  $12,405,000
                 Adjustments to reconcile
                   net earnings to net 
                   cash provided by
                   operating activities:
                 Depreciation and 
                   amortization            33,244,000   21,602,000   19,566,000
                 Loss on disposal or
                   impairment of assets     2,412,000       49,000      114,000
                 Provision for returns and
                   doubtful accounts        5,530,000      149,000    1,656,000
                 Deferred income taxes      5,776,000    3,434,000      319,000
                 Tax benefit of stock
                   options exercised        1,684,000      656,000      252,000
                 Other, net                         -            -      406,000
               Changes in operating
                 assets and 
                 liabilities:
                 Accounts receivable      (21,972,000)  (4,092,000)  (8,271,000)
                 Other assets             (14,669,000)  (5,173,000)      60,000
                 Accounts payable and
                   other liabilities       (4,432,000)   4,459,000   10,440,000
                                           ----------   ----------   ----------
                   Net cash provided by
                   operating activities    35,085,000   39,307,000   36,947,000
                                           ----------   ----------   ----------
Cash flows
  from
  investing
  activities:  Disposition of assets        2,385,000      402,000    5,717,000
               Cash received in merger         21,000    1,624,000            -
               Development of software     (6,725,000)  (3,944,000)  (1,084,000)
               Capital expenditures       (59,784,000) (39,021,000) (24,417,000)
               Net cash paid in 
                 acquisitions (notes 8
                 and 15)                            -   (5,914,000)  (7,290,000)
                                           ----------   ----------   ----------
               Net cash used in 
                 investing activities     (64,103,000) (46,853,000) (27,074,000)
                                           ----------   ----------   ----------
Cash flows
  from
  financing
  activities:  Proceeds from current
                 and long-term debt        39,459,000   11,995,000            -
               Payments of current and
                 long-term debt           (15,982,000)  (4,897,000) (20,147,000)
               Sale of common stock         4,793,000    2,309,000   12,948,000
               DataQuick pre-merger
                 retirement of common
                 stock                              -   (1,010,000)           -
               DataQuick pre-merger
                 dividends                          -     (468,000)           -
                                           ----------   ----------   ----------
               Net cash provided by
                 (used in) financing
                 activities                28,270,000    7,929,000   (7,199,000)
                                           ----------   ----------   ----------
Effect of
  exchange 
  rate 
  changes
  on cash                                           -      (63,000)           -
                                           ----------   ----------   ----------
Net increase
  (decrease) in
  cash and cash
  equivalents                                (748,000)     320,000    2,674,000
Cash and cash 
  equivalents at
  beginning of 
  year                                      3,469,000    3,149,000      475,000
                                           ----------   ----------   ----------
Cash and cash 
  equivalents at
  end of year                             $ 2,721,000  $ 3,469,000  $ 3,149,000
                                           ==========   ==========   ==========
Supplemental
  cash flow
  information: Non-cash investing and
                 financing activities:
                 Capital lease 
                   obligations incurred   $         -  $         -  $   566,000
                 Convertible debt issued
                   in acquisition 
                   (note 15)               25,000,000            -            -
                 Warrants issued in asset
                   acquisition (note 10)            -            -      536,000
               Cash paid during the year
                 for:
                 Interest                   3,210,000    2,214,000    2,475,000
                 Income taxes               9,360,000    8,660,000    6,137,000
                                           ==========   ==========   ==========

See accompanying notes to consolidated financial statements.



<PAGE>


Notes to Consolidated Financial Statements
March 31, 1997, 1996 and 1995

(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 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 $18,137,000 and $10,620,000 at March 31, 1997 and 1996,  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 $4,333,000 and $1,880,000 in 1997 and 1996, 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  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)  is 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. The amount of goodwill
impairment,  if any, is measured based on projected  discounted future operating
cash flows using a discount  rate  reflecting  the  Company's  average  cost of
funds.  The  assessment  of the  recoverability  of goodwill will be impacted if
estimated future operating cash flows are not achieved.

(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 U.K.

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 stock  splits  (see note 6). The  weighted
average number of shares outstanding  includes  redeemable common shares and the
dilutive  effect of stock options and warrants and the  convertible  debt issued
for the purchase of Direct Media/DMI,  Inc. ("DMI"), all of which are considered
common stock equivalents (see note 6). For purposes of calculating  earnings per
share,  the  interest  expense  on  the  convertible  note  is  eliminated.  The
calculation of earnings per share for the periods presented is as follows:

                               1997               1996                1995
                               ----               ----                ----
Net earnings               $27,512,000        $18,223,000         $12,405,000
Interest expense               445,000                  -                   -
  (net of tax effect)
                            ----------         ----------          ----------
Adjusted net earnings      $27,957,000        $18,223,000         $12,405,000
                            ==========         ==========          ==========
Earnings per share                $.47               $.35                $.27
                            ==========         ==========          ==========
Weighted average
  shares outstanding        59,143,000         52,078,000          45,886,000
                            ==========         ==========          ==========

The Financial Accounting Standards Board has issued Statement No. 128, "Earnings
per  Share"  that is  required  to be adopted  by the  Company  in fiscal  1998.
Statement  No. 128 will  require the Company to report both basic  earnings  per
share and diluted earnings per share.  Early application of Statement No. 128 is
not permitted;  however,  if the statement had been  implemented in fiscal 1997,
basic  earnings  per share would have been $.54 and diluted  earnings  per share
would have been $.47.

(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.

(m) Impairment of Long-Lived Assets and Long-Lived Assets to Be Disposed Of
The  Company  adopted  the  provisions  of  Statement  of  Financial  Accounting
Standards ("SFAS") No. 121,  "Accounting for the Impairment of Long-Lived Assets
and for  Long-Lived  Assets to Be Disposed Of," in fiscal 1997.  This  Statement
requires that long-lived assets and certain identifiable intangibles be reviewed
for impairment  whenever  events or changes in  circumstances  indicate that the
carrying amount of an asset may not be recoverable.  Recoverability of assets to
be held and used is measured by a comparison of the carrying  amount of an asset
to future net cash flows  expected to be generated by the asset.  If such assets
are  considered to be impaired,  the  impairment to be recognized is measured by
the amount by which the carrying  amount of the assets  exceed the fair value of
the assets.  Assets to be disposed of are  reported at the lower of the carrying
amount or fair value less costs to sell. Adoption of this Statement did not have
a material impact on the Company's  financial position,  results of operations,
or liquidity.


<PAGE>


(n) Stock Option Plan
Prior to fiscal  1997,  the  Company  accounted  for its stock  option  plans in
accordance  with the provisions of Accounting  Principles  Board ("APB") Opinion
No. 25, "Accounting for Stock Issued to Employees," and related interpretations.
As such, compensation expense would be recorded on the date of grant only if the
current market price of the underlying  stock  exceeded the exercise  price.  In
1997, the Company adopted Statement of Financial  Accounting  Standards ("SFAS")
No. 123,  "Accounting for Stock-Based  Compensation,"  which permits entities to
recognize as expense over the vesting  period the fair value of all  stock-based
awards on the date of grant. Alternatively, SFAS No. 123 also allows entities to
continue to apply the provisions of APB Opinion No. 25 and provide pro forma net
earnings and pro forma earnings per share  disclosures for employee stock option
grants made in 1996 and future years as if the  fair-value-based  method defined
in SFAS No. 123 had been  applied.  The Company has elected to continue to apply
the  provisions  of APB  Opinion  No. 25 and  provide  the pro forma  disclosure
provisions of SFAS No. 123.

(2) Software and Research and Development Costs
The Company recorded  amortization  expense related to internally  developed and
purchased  computer  software of $5,370,000,  $3,113,000 and $2,246,000 in 1997,
1996 and 1995,  respectively.  Additionally,  research and development  costs of
$10,505,000,  $6,440,000 and $7,020,000 were charged to operations  during 1997,
1996 and 1995, respectively.

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

                                       1997                      1996
                                       ----                      ----
Land                                $2,238,000                $2,233,000
Buildings and improvements          56,825,000                50,778,000
Office furniture and equipment      13,484,000                11,097,000
Data processing equipment          126,739,000                89,116,000
                                   -----------               -----------
                                   199,286,000               153,224,000

Less accumulated depreciation
  and amortization                  83,115,000                64,123,000
                                   -----------               -----------
                                  $116,171,000              $ 89,101,000
                                   ===========               ===========

<PAGE>


(4) Long-Term Debt
Long-term debt consists of the following:
                                                      1997             1996
6.92% Senior notes due March 30, 2007,
  payable in annual installments of
  $4,286,000 commencing March 30, 2001;
  2001; interest is payable semi-annually         $30,000,000       $         -
3.12% Convertible note, interest and
  principal due April 30, 1999;
  collateralized by letter of credit;
  convertible at maturity into two 
  million shares of common stock (note 15)         25,000,000                 -
Unsecured revolving credit agreement               21,454,000        11,995,000
9.75% Senior notes, due May 1, 2000,
  payable in annual installments of
  $2,143,000 each May 1; interest is
  payable semiannually                              8,571,000        10,714,000
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                     4,031,000         4,264,000
  Other notes and capital lease
    obligations payable (notes 5 and 8)             1,987,000         3,778,000
                                                   ----------        ----------
    Total long-term debt                           91,043,000        30,751,000
Less current installments                           3,923,000         3,866,000
                                                   ----------        ----------
    Long-term debt, excluding
      current installments                        $87,120,000       $26,885,000
                                                   ==========        ==========

<PAGE>


The  unsecured  revolving  credit  agreement  provides for  revolving  loans and
letters  of credit in  amounts  of up to  $75,000,000.  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, 1997, the effective rate was
7.9%. The agreement requires a commitment fee equal to 3_16 of 1% on the average
unused portion of the loan. A letter of credit in the amount of $25,000,000  was
issued  in  connection  with the  acquisition  of DMI  (see  note  15),  leaving
$50,000,000  available for revolving loans. The credit agreement expires on July
30,  2001.  The 8.94% note  payable  which is due June 30, 1997  continues to be
classified  as  long-term  debt  because  the Company  intends to use  available
funding  under  the  revolving  credit  agreement  to  refinance  the  note on a
long-term basis. The Company also has another unsecured line of credit amounting
to  $1,500,000,  of which  none was  outstanding  at March 31,  1997.  The other
unsecured line expires in June 1997 and bears interest at the prime rate.

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,  1997,  the  Company  was in
compliance  with all such financial  requirements.  The aggregate  maturities of
long-term  debt for the five years ending  March 31, 2002 are as follows:  1998,
$3,923,000;  1999, $2,844,000;  2000, $27,198,000;  2001, $6,429,000;  and 2002,
$29,221,000.


<PAGE>


(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
$2,591,000 and  $1,452,000,  respectively,  at March 31, 1997.  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, 1997 are as follows:

                                                    Capital          Operating
                                                     leases            leases
Year ending March 31: 
1998                                                $475,000         $3,995,000
1999                                                 355,000          3,805,000
2000                                                  56,000          3,148,000
2001                                                       -          2,168,000
2002                                                       -            963,000
Thereafter (through 2039)                                  -         $3,524,000
                                                   ---------          =========
Total capital lease payments                         886,000
Less amount representing interest                     77,000
                                                   ---------
Present value of minimum capital lease
  payments (note 4)                                  809,000
Less current installments of obligations under
  capital leases                                     420,000
                                                   ---------
Obligations under capital leases, excluding
  current installments                              $389,000
                                                   =========

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

                                         1997           1996            1995
                                         ----           ----            ----
Gross rentals (note 8)                $6,704,000     $3,793,000      $2,169,000
Sublease rentals                               -         44,000          76,000
                                       ---------      ---------       ---------
                                      $6,704,000     $3,749,000      $2,093,000 
                                       =========      =========       =========
<PAGE>


(6) Stockholders' Equity
On May 29, 1996 the Board of Directors  increased the  authorized  shares of the
Company's  $.10 par value  common stock from  60,000,000  to  200,000,000.  The
Company also has  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.

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 January 10, 1995
to  shareholders  of record on December 27, 1994. On October 10, 1996, the Board
of Directors approved a two-for-one stock split, effected in the form of a stock
dividend,  which was distributed  November 12, 1996 to shareholders of record on
October 25, 1996. All share and per share data in the financial  statements have
been restated to give effect to the stock splits. Additionally,  during the year
ended March 31, 1995, the Company sold 2,000,000  shares of newly-issued  common
stock to Trans Union Corporation for approximately $12,000,000.

The Company has for its U.S. employees a Key Employee Stock Option Plan ("Plano)
for which 15,200,000  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 1,600,000 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.
Incentive  options  granted  under the plans must be  exercised  within 10 years
after the date of the option. The term of nonqualified  options is determined by
the Board of Directors.  At March 31, 1997,  2,650,562 shares and 798,008 shares
are available for future grants under the Plan and the Scheme, respectively.


<PAGE>


Activity in stock options was as follows:
                                                                       Number
                                    Number of       Options price     of shares 
                                     shares           per share      exercisable
                                    ---------        -----------      ---------
Outstanding at March 31, 1994       4,600,456       $ 1.38-11.75      1,028,844
  Granted                             788,864         5.38-15.75
  Exercised                          (185,550)        1.42- 6.25
  Terminated                         (275,074)        1.42-11.75
                                    ---------        -----------      ---------
Outstanding at March 31, 1995       4,928,696         1.38-15.75      1,715,966
  Granted                           1,560,556         8.98-24.81
  DataQuick acquisition (note 15)   1,616,740         1.49- 6.75
  Exercised                          (371,046)        1.42- 9.93
  Terminated                           (6,000)              1.42
                                    ---------        -----------      ---------
Outstanding at March 31, 1996       7,728,946         1.38-24.81      3,467,728
  Granted                             454,251        16.89-34.75
  Pro CD acquisition (note 15)        294,132          .04- 3.44 
  Exercised                          (662,117)         .04-14.86
  Terminated                          (93,255)        1.59-24.81
                                    ---------        -----------      ---------
Outstanding at March 31, 1997       7,721,957       $  .09-34.75      3,652,744
                                    =========        ===========      =========

The per share weighted-average fair value of stock options granted during fiscal
1997 and 1996 was $8.61 and $4.14 on the date of grant  using the  Black-Scholes
option   pricing   model  with  the  following   weighted-average   assumptions:
1997 Expected  dividend  yield  0%,  risk-free  interest  rate  of  6.62%-6.83%,
expected  life of 10 years,  and expected  volatility  of 34.85%;  1996 Expected
dividend yield 0%, risk-free interest rate  of 5.62%-6.69%,  expected life of 10
years, and expected volatility of 28.53%.


<PAGE>


The following is a summary of stock options outstanding as of March 31, 1997:

                       Options outstanding             Options exercisable
               ------------------------------------  -----------------------
                             Weighted
                              average     Weighted                 Weighted
   Range of                  remaining     average                  average
   exercise      Options    contractual   exercise     Options     exercise
    prices     outstanding     life       per share  exercisable   per share
    ------     -----------     ----       ---------  -----------   ---------

$ 0.09-$ 2.54   1,556,082   7.33 years     $ 2.10     1,313,012     $ 2.19
$ 2.56-$ 4.69   1,777,914   6.78 years     $ 3.78     1,078,957     $ 3.77
$ 5.38-$ 5.88     324,862   7.08 years     $ 5.48       270,433     $ 5.42
       $ 6.25   1,311,108   5.90 years     $ 6.25       601,758     $ 6.25
$ 6.74-$18.61   1,586,793   8.80 years     $14.01       289,086     $12.34
$24.50-$34.75   1,165,198   9.90 years     $26.16        99,498     $24.79
                ---------   ----------      -----     ---------      -----
                7,721,957   7.64 years     $ 9.37     3,652,744     $ 4.98

Had the  Company  determined  compensation  cost  based on the fair value at the
grant date for its stock options under SFAS No. 123, the Company's net earnings
and  earnings  per share  would  have  been  reduced  to the pro  forma  amounts
indicated below:

                                             1997                1996
                                             ----                ----
Net earnings          As reported        $27,512,000         $18,223,000
                      Pro forma          $26,624,000         $17,935,000
Earnings per share    As reported               $.47                $.35
                      Pro forma                 $.45                $.34

Pro forma net earnings  reflect  only  options  granted in fiscal 1997 and 1996.
Therefore,  the full impact of calculating  compensation  cost for stock options
under  SFAS No.  123 is not  reflected  in the pro  forma net  earnings  amounts
presented  above  because  compensation  cost is  reflected  over the  options'
vesting period of nine years and compensation  cost for options granted prior to
April 1, 1995 is not considered.



<PAGE>


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 110,332, 190,470 and
99,952 shares  purchased  under the plans during the years ended March 31, 1997,
1996 and 1995, respectively.

(7) Income Taxes
Total income tax expense was allocated as follows:
                                      1997             1996             1995
                                      ----             ----             ----
Income from operations            $16,526,000      $11,173,000       $7,670,000
Stockholders' equity, for
  compensation expense for
  tax purposes in excess
  of amounts recognized for
  financial reporting purposes     (1,684,000)        (656,000)        (252,000
                                   ----------       ----------        ---------
                                  $14,842,000      $10,517,000       $7,418,000
                                   ==========       ==========        =========

<PAGE>


Income tax expense attributable to earnings from operations consists of:

                                      1997              1996            1995
                                      ----              ----            ----
Current expense:
  Federal                         $ 9,884,000       $ 6,720,000      $5,953,000
  Foreign                              83,000                 -               -
  State                               783,000         1,019,000       1,398,000
                                   ----------         ---------       ---------
                                   10,750,000         7,739,000       7,351,000
                                   ----------         ---------       ---------
Deferred expense (benefit):
  Federal                           3,898,000         2,706,000       1,027,000
  Foreign                             687,000           161,000        (408,000)
  State                             1,191,000           567,000        (300,000)
                                   ----------         ---------       ---------
                                    5,776,000         3,434,000         319,000
                                   ----------         ---------       ---------
    Total tax expense             $16,526,000       $11,173,000      $7,670,000
                                   ==========        ==========       =========

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

                                      1997              1996            1995
                                      ----              ----            ----
Computed expected tax expense     $15,413,000       $10,289,000      $7,026,000
Increase (reduction) in income
  taxes resulting from:
  State income taxes, net of
    Federal income tax benefit      1,283,000         1,031,000         714,000
  Research and experimentation
    credits                          (683,000)         (800,000)       (315,000)
  Other                               513,000           653,000         245,000
                                   ----------        ----------       ---------
                                  $16,526,000       $11,173,000      $7,670,000
                                   ==========        ==========       =========

<PAGE>


The tax effects of temporary  differences that give rise to significant portions
of the  deferred  tax  assets  and  liabilities  at March 31,  1997 and 1996 are
presented below.
                                                       1997             1996
                                                       ----             ----
Deferred tax assets:
  Accrued expenses not currently deductible
    for tax purposes                               $ 1,407,000      $ 1,692,000
  Investment in InfoBase, principally due to
    differences in basis for tax and financial
    reporting purposes                                 327,000          330,000
  Net operating loss carryforwards                   1,208,000        1,088,000
  Other                                                903,000          929,000
  Valuation allowance                               (1,208,000)        (328,000)
                                                    ----------       ----------
    Total deferred tax assets                        2,637,000        3,711,000
                                                    ----------       ----------
Deferred tax liabilities:
  Property and equipment, principally due to
    differences in depreciation                     (6,390,000)      (6,263,000)
  Intangible assets, principally due to
    differences in amortization                       (482,000)               -
  Capitalized software and other costs expensed
    as incurred for tax purposes                   (10,519,000)      (6,431,000)
  Installment sale gains for tax purposes             (259,000)        (254,000)
                                                    ----------       ----------
    Total deferred tax liabilities                 (17,650,000)     (12,948,000)
                                                    ----------       ----------
    Net deferred tax liability                    $(15,013,000)    $ (9,237,000)
                                                    ==========       ==========

The  valuation  allowance for deferred tax assets as of March 31, 1997 and March
31, 1996 was $1,208,000 and $328,000,  respectively. The net change in the total
valuation  allowance for the years ended March 31, 1997 and 1996 was an increase
of  $880,000  and  increase  of  $328,000,   respectively.   In  assessing   the
realizability of deferred tax assets,  management  considers  whether it is more
likely than not that some  portion or all of the deferred tax assets will not be
realized.  The ultimate realization of deferred tax assets is dependent upon the
generation of future taxable income during the periods in which those  temporary
differences become deductible.  Based upon the Company's history of substantial
profitability and taxable income and its utilization of tax planning strategies,
management  believes it is more likely  than not the  Company  will  realize the
benefits  of  these  deductible  differences,  net  of  the  existing  valuation
allowances.  Included  in other  current  assets  are  deferred  tax  assets  of
$2,311,000 and $1,696,000 at March 31, 1997 and 1996, respectively.



<PAGE>


(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, 1997,
1996 and 1995 was approximately $797,000,  $371,000 and $247,000,  respectively.
Under the terms of the lease in effect at March 31, 1997 the  Company  will make
monthly lease payments of $66,000 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 $5,800,000 at March
31, 1997) 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, 1997 and 1996,  which is included in long-term debt, is $1,178,000 and
$1,958,000, 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
                                                                     ==========



<PAGE>


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 year ended March 31, 1995
as though the purchase of InfoBase had occurred at the beginning of the year:

Revenue                                           $205,178,000
Net earnings                                      $ 11,865,000
Earnings per share                                        $.26

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 in 1995  isa$1,562,000 from sales of services to
InfoBase. InfoBase also reimbursed the Company for processing,  programming, and
facility costs  amounting to $2,585,000.  Commissions  paid to InfoBase for list
enhancement  services totaled $4,395,000.  Included in other expense fora1995 is
the Company's 50% share of the loss of the partnership amounting to $259,000.

(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  $1,523,000,  $835,000 and $653,000 in 1997, 1996 and
1995, respectively.


<PAGE>


(10) Data Center Agreement
In connection with its data center management  agreement  ("Agreement")  entered
into in August 1992 with Trans Union  Corporation  ("Trans Union"),  the Company
acquired  certain Trans Union data center assets and issued  1,920,000 shares of
newly-issued redeemable common stock and a warrant to purchase additional shares
of common stock.  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.  In connection  with an extension of the
Agreement in August  1994,  Trans Union agreed to give up its right to cause the
Company to repurchase  the  1,920,000  shares of common stock then held by Trans
Union.  Accordingly,  the 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  4,000,000  additional  shares of
newly-issued common stock. The exercise price for the warrant stock is $2.81 per
share through  August 31, 1997 and increases $.25 per share in each of the three
years  subsequent  to August  31,  1997.  The first one  million  shares  became
exercisable  as of the closing of the Agreement and the remaining  three million
shares  became  exercisable  upon the  extension  of the  Agreement.  The  value
($536,000) of the additional  shares which became  exercisable 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,  1997,  Trans  Union would be
entitled to purchase  approximately  3,604,000  total  shares under the warrant.
Also, in 1994, an agreement was executed  between the Company and Trans Union's
Marketing  Services  Division,  whereby  the  Company  provides  all of the data
processing  services for that  division.  In December 1996, the term of both the
Agreement and the marketing  services  agreement  were extended  through  August
2005.

(11) Major Customers
In 1997,  1996 and 1995,  the Company had two major  customers who accounted for
more than 10% of revenue.  Allstate  Insurance  Company accounted for revenue of
$67,696,000  (16.8%),  $55,789,000 (20.7%) and $53,416,000 (26.4%) in 1997, 1996
and 1995,  respectively,  and Trans Union  accounted for revenue of  $56,580,000
(14.1%),  $41,952,000  (15.5%) and  $25,552,000  (12.6%) in 1997, 1996 and 1995,
respectively.



<PAGE>


(12) Foreign Operations
The following table shows financial information by geographic area for the years
1997, 1996 and 1995.

                                  United States   United Kingdom   Consolidated
1997:
  Revenue                         $373,596,000     $28,420,000     $402,016,000
  Earnings before income taxes      42,365,000       1,673,000       44,038,000
  Net earnings                      26,466,000       1,046,000       27,512,000
  Total assets                     276,832,000      22,836,000      299,668,000
  Total tangible assets            246,262,000      15,109,000      261,371,000
  Total liabilities (including
    deferred credits)              135,039,000       8,532,000      143,571,000
  Total equity                     141,793,000      14,304,000      156,097,000
                                   ===========      ==========      ===========
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
                                   ===========      ==========      ===========



<PAGE>


(13) Contingencies
On October 10, 1996,  the Company  settled the  arbitration  matter  between the
Company and Highlights for Children, Inc. The settlement, the terms of which are
confidential,  was not material to the consolidated  financial statements of the
Company.

The  Company is  involved in various  claims and 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
Effective  March 31, 1994, the Company sold  substantially  all of the 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 and $1,000,000 of preferred stock issued by
the  buyer.  The sale  closed  May 20,  1994  effective  as of March  31,  1994.
Additionally,  the Company sold the buyer a  non-exclusive,  perpetual  software
license  for  $1,550,000,  payable  over  five  years,  to  use  certain  of the
Company's database marketing and data processing software.

In June 1996, the buyer ceased operations.  In the year ended March 31, 1997 the
Company  established  valuation  reserves for the full amount of the uncollected
software license ($640,000),  the preferred stock (valued at $1,000,000),  trade
accounts  receivable of $491,000 and a partial reserve of $1,600,000 against the
remaining mortgage note receivable,  resulting in bad debt expense of $1,131,000
and other expense of $2,600,000  for the year ended March 31, 1997.  The Company
has also  obtained  title to the property and sold a portion of the property for
proceeds of  $949,000.  The  Company is  negotiating  the sale of the  remaining
property and believes  any further loss  associated  with this event will not be
material to the consolidated financial statements.

(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.



<PAGE>


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
1,969,678  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  1,616,740  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  were not material in
relation to those of the Company.  As such, the Company recorded the combination
by restating  stockholders' equity as of April 1, 1995, without restating prior
years' financial  statements to reflect the  pooling-of-interests  combination.
DataQuick's net assets as of April 1, 1995 totaled  $5,757,000.  The statements
of earnings  for the years ended March 31, 1997 and 1996  include the results of
DataQuick for the entire periods 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
statement of earnings for 1996 are revenues  ofa$8,048,000  and earnings  before
income  taxes of $79,000  for  DataQuick  for the  period  from April 1, 1995 to
August 25, 1995.

On April 9, 1996, the Company exchanged 3,313,324 shares of its common stock for
all of the  outstanding  common stock and common stock  options of Pro CD, Inc.,
("Pro CD").  Headquartered in Danvers,  Massachusetts,  Pro CD is a publisher of
reference  software on CD-ROM.  The business  combination was accounted for as a
pooling-of-interests.  The  stockholders'  equity and operations of Pro CD were
not material in relation to those of the Company.  As such, the Company recorded
the combination by restating  stockholders' equity as of April 1, 1996, without
restating    prior    years'    financial    statements    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 $1,774,000.


<PAGE>


Also in April 1996,  the Company  acquired the assets of 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 two 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
liabilities  assumed by the  Company  exceeded  the fair value of the net assets
acquired from DMI by $993,000.  The resulting excess of purchase price over fair
value  of net  assets  acquired  of  $25,993,000  is  being  amortized  over its
estimated economic life of 20 years. The acquisition has been accounted for as a
purchase, and accordingly,  the results of operations of DMI are included in the
consolidated results of operations from the date of its acquisition.

The purchase price for DMI has been allocated as follows:

Trade accounts receivable                              $ 7,558,000
Property and equipment                                   2,010,000
Software                                                 3,500,000
Excess of cost over fair value of net assets acquired   25,993,000
Other assets                                               840,000
Short-term note payable to bank                        (11,594,000)
Accounts payable and other liabilities                  (3,020,000)
Long-term debt                                            (287,000)
                                                        ==========
                                                       $25,000,000

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 DMI) shows
the results of the Company's  operations for the year ended March 31, 1996 as if
the purchase of DMI had occurred at the beginning of the period:

Revenue                            $311,125,000
Net earnings                        $18,080,000
Earnings per share                         $.34

(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.

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 March 31, 1997 the
estimated fair value of long-term debt approximates its carrying value.

(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

1997:
  Revenue                 $93,953,000  $97,547,000  $104,534,000  $105,982,000
  Income from operations    9,211,000   12,384,000    15,807,000    14,311,000
  Net earnings              4,245,000    6,263,000     8,863,000     8,141,000
  Earnings per share              .07          .11           .15           .14

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              .06          .08           .11           .10


<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 1997.

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 1997                High          Low
Fourth Quarter           $24           $14 3/8
Third Quarter             25            18 5/8
Second Quarter            20 5/8        15 7/8
First Quarter             17 7/8        11 15/16

Fiscal 1996                High          Low
Fourth Quarter           $14           $11 1/4
Third Quarter             15 7/8        13
Second Quarter            14 1/8        11 3/8
First Quarter             12 5/8         8 1/8

During the period  beginning  April 1, 1997,  and ending May 13, 1997,  the high
closing  sales  price per share for the  Company's  Common  Stock as reported by
Nasdaq was 16 3/8 and the low closing  sales price per share was $11 1/8. On May
13, 1997, the closing price per share was $16 1/8.

Shareholders of Record

The approximate  number of shareholders of record of the Company's  Common Stock
as of May 13, 1997, was 1,469.

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 Asia, Ltd.                   Arkansas         Acxiom Asia, Ltd.

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.

Modern Mailers, Inc.*               Delaware         Acxiom Mailing Services

Pro CD, Inc.                        Delaware         Pro CD


                                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. (Agency company            United Kingdom     N/A
   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 and No. 333-08011 on
Form S-3) of Acxiom  Corporation  of our report dated May 14, 1997,  relating to
the  consolidated  balance sheets of Acxiom  Corporation and  subsidiaries as of
March 31, 1997 and 1996,  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, 1997 which is  incorporated by reference in the March 31,
1997  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 14, 1997  relating  to the  consolidated  financial  statement
schedule,  which report appears in the March 31, 1997 annual report on Form 10-K
of Acxiom Corporation.

/s/  KPMG Peat Marwick LLP

Little Rock, Arkansas
June 23, 1997




<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, 1997,  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:    May 29, 1997




<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, 1997,  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/ Ann H. Die
- - ------------------------
Dr. Ann H. Die

Date:    May 28, 1997



<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, 1997,  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 Dillard II
- - ------------------------
William T. Dillard II

Date:    May 28, 1997




<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, 1997,  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:    May 28, 1997




<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, 1997,  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:    May 28, 1997




<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, 1997,  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
- - ------------------------
Charles D. Morgan

Date:    May 28, 1997



<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, 1997,  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:    May 28, 1997




<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, 1997,  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:    May 28, 1997



<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,  1997,  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:    May 28, 1997



<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-31-1997
<PERIOD-END>                                                        MAR-31-1997
<CASH>                                                                    2,721
<SECURITIES>                                                                  0
<RECEIVABLES>                                                            70,636
<ALLOWANCES>                                                              4,333
<INVENTORY>                                                                   0
<CURRENT-ASSETS>                                                         84,545
<PP&E>                                                                  199,286
<DEPRECIATION>                                                           83,115
<TOTAL-ASSETS>                                                          299,668
<CURRENT-LIABILITIES>                                                    36,109
<BONDS>                                                                  87,120
                                                         0
                                                                   0
<COMMON>                                                                  5,274
<OTHER-SE>                                                              150,823
<TOTAL-LIABILITY-AND-EQUITY>                                            299,668
<SALES>                                                                       0
<TOTAL-REVENUES>                                                        402,016
<CGS>                                                                         0
<TOTAL-COSTS>                                                           350,303
<OTHER-EXPENSES>                                                          3,772
<LOSS-PROVISION>                                                              0
<INTEREST-EXPENSE>                                                        3,903
<INCOME-PRETAX>                                                          44,038
<INCOME-TAX>                                                             16,526
<INCOME-CONTINUING>                                                      27,512
<DISCONTINUED>                                                                0
<EXTRAORDINARY>                                                               0
<CHANGES>                                                                     0
<NET-INCOME>                                                             27,512
<EPS-PRIMARY>                                                               .47
<EPS-DILUTED>                                                               .47
        

</TABLE>


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