ARTISTIC GREETINGS INC
10-Q, 1997-05-15
GREETING CARDS
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                               FORM 10-Q

                  SECURITIES AND EXCHANGE COMMISSION
                        WASHINGTON, D.C.  20549

(Mark one)

[  X  ]  QUARTERLY  REPORT  PURSUANT  TO  SECTION 13 OR 15(D) OF THE SECURITIES
EXCHANGE ACT OF 1934
FOR THE QUARTER ENDED MARCH 31, 1997

                                      or

[    ] TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(D) OF THE SECURITIES
EXCHANGE ACT OF 1934
COMMISSION FILE NUMBER:  0-7513

                   ARTISTIC GREETINGS INCORPORATED
            (Exact name of registrant as specified in its charter)

               DELAWARE                                16-0909929
(State or other jurisdiction of                  (I.R.S. Employer
incorporation or organization)                   Identification No.)


                               ONE KOMER CENTER
                            ELMIRA, NEW YORK  14902
                                (607) 733-5541

   (Address of principal executive offices, including Registrant's telephone
                                    number)


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.

[ X ] Yes  [   ] No

As  of  May  5,  1997,  the Registrant had 6,342,364 shares of its common stock
issued and outstanding.

<PAGE>

                   ARTISTIC GREETINGS INCORPORATED

                              FORM 10-Q INDEX

                 FOR QUARTERLY PERIOD ENDED MARCH 31, 1997



                                                               PAGE NO.

PART I. FINANCIAL INFORMATION

        Item 1. Financial Statements

                 Balance Sheets                                    3

                 Statements of Operations                          4

                 Statements of Cash Flows                          5

                 Notes to Financial Statements                     6

        Item 2. Management's Discussion and Analysis of
                 Financial Condition and Results of Operations     8

PART II. OTHER INFORMATION

        Item 5. Other Information                                 11

        Item 6. Exhibits and Reports on Form 8-K                  11

               Signatures                                         12

               Exhibit Index                                      13


                                       2

<PAGE>



                      PART I.  FINANCIAL INFORMATION

ITEM 1.  FINANCIAL STATEMENTS

                   ARTISTIC GREETINGS INCORPORATED
                              BALANCE SHEETS


<TABLE>
<CAPTION>
                                                           March 31,   December 31,
                                                             1997        1996

IN THOUSANDS OF DOLLARS, EXCEPT PER SHARE DATA            (Unaudited)

                                ASSETS

CURRENT ASSETS:
<S>                                                     <C>          <C> 
  Cash and cash equivalents                                 $   38      $   99
  Marketable securities:
     Trading, at market (cost $2,726 in 1997 
     and $2,699 in 1996)                                     2,829       2,881
     Available for sale, at market (cost $11 
     in 1997 and $11 in 1996)                                   19          19
  Trade receivables - net                                    1,155       1,252
  Inventories                                                2,574       2,270
  Prepaid advertising                                        1,789       3,064
  Prepaid expenses and other current assets                    509         500

       TOTAL CURRENT ASSETS                                  8,913      10,085

Deferred advertising                                         2,979       2,113
Property, plant and equipment, net                          17,037      16,237
Cash surrender value of life insurance                         447         433
Other assets                                                   131         130

       TOTAL ASSETS                                        $29,507     $28,998



         LIABILITIES AND STOCKHOLDERS' EQUITY


CURRENT LIABILITIES:

  Current portion of long-term debt                         $  153    $    153
  Accounts payable, trade                                    9,531       9,847
  Accrued liabilities                                        1,787       2,386
  Customer advances                                            900         451
  Income taxes payable                                         356         113

     TOTAL CURRENT LIABILITIES                              12,727      12,950

Long-term debt                                                 998       1,034
Other liabilities                                              359         383

       TOTAL LIABILITIES                                    14,084      14,367

Common stock, subject to put option - 500,000 shares         2,421       2,343

STOCKHOLDERS' EQUITY:

  Common stock, par value $.10:
       Authorized:  10,000,000 shares;
       Issued: 6,037,720 shares in 1997;
             6,037,720 shares in 1996                          604         604
  Additional paid-in capital                                11,052      11,042
  Unrealized  (losses)  gains  on  
        marketable  securities held as available for
        sale, net of tax effect                                  1           1
  Retained earnings                                          2,217       1,526

                                                            13,874      13,173

  Less: Treasury stock, at cost (195,356 and 
        200,356 shares in 1997 and
        1996, respectively)                                   (872)       (885)

       TOTAL STOCKHOLDERS' EQUITY                           13,002      12,288

       TOTAL LIABILITIES AND STOCKHOLDERS' EQUITY          $29,507     $28,998

</TABLE>

THE  ACCOMPANYING  NOTES  TO FINANCIAL STATEMENTS ARE AN INTEGRAL PART 
OF THESE FINANCIAL STATEMENTS.

                                                 3

<PAGE>

                   ARTISTIC GREETINGS INCORPORATED
                    UNAUDITED STATEMENTS OF OPERATIONS



                                                               QUARTER ENDED
<TABLE>
<CAPTION>
                                                           March 31,     March 31,
IN THOUSANDS OF DOLLARS, EXCEPT PER SHARE DATA               1997          1996

<S>                                                        <C>          <C>
Net sales                                                   $    24,218  $ 27,008
Cost of sales                                                     9,512    11,051
Gross profit                                                     14,706    15,957

Selling, advertising, general and administrative expenses        13,550    15,106
INCOME (LOSS) FROM OPERATIONS                                     1,156       851

Other income (expense)
   Interest and dividend income                                      33        33
   Net unrealized gains (losses) on trading securities              (78)       44
   Net realized gains (losses) on marketable securities               6        39
   Interest expense                                                 (60)     (306)
   Other                                                             22        11
INCOME (LOSS) BEFORE TAXES                                        1,079       672

Provision for (benefit from) income taxes                           388         0
NET INCOME (LOSS)                                             $     691   $   672

Net income (loss) per common and common equivalent share      $     .11   $   .10

Weighted average number of common shares outstanding            6,353,531  6,539,083

</TABLE>

THE  ACCOMPANYING  NOTES  TO FINANCIAL STATEMENTS ARE AN INTEGRAL PART 
OF THESE FINANCIAL STATEMENTS.

                                       4

<PAGE>

                   ARTISTIC GREETINGS INCORPORATED
                  UNAUDITED STATEMENTS OF CASH FLOW



                                                               QUARTER ENDED
<TABLE>
<CAPTION>
                                                           March 31,     March 31,
IN THOUSANDS OF DOLLARS, EXCEPT PER SHARE DATA               1997        1996

CASH FLOWS FROM OPERATING ACTIVITIES:
<S>                                                     <C>          <C>
Net income (loss)                                           $  691      $ 672
Adjustments to reconcile net income (loss) 
        to net cash provided by
        (used in) operating activities:
  Depreciation and amortization                                424        640
  Allowance for doubtful accounts                              (75)      (113)
  Net unrealized losses (gains) on trading securities           78        (44)
  Net realized losses (gains) on marketable securities 
        (equity)                                                (6)       (39)
  Purchase of trading securities                              (384)      (944)
  Proceeds from sale of trading securities                     362        263
  Accretion of common stock subject to a put option             78         78  
  Decrease  (increase)  in  cash  surrender  value  of  life
        insurance                                              (14)       (14)
  Decrease (increase) in assets:
     Trade receivables                                         173         60
     Inventories                                              (304)     1,284
     Prepaid advertising, prepaid expenses and other         1,265      2,355
     Deferred advertising                                     (867)       862
  Increase (decrease) in liabilities:
     Checks-in-transit                                         173        (41)
     Accounts payable, trade                                  (489)    (3,540)
     Accrued liabilities                                      (598)       351
     Customer advances                                         449        437
     Income taxes payable                                      244       (108)

        NET CASH PROVIDED BY (USED IN) OPERATING ACTIVITIES  1,200      2,159

CASH FLOWS FROM INVESTING ACTIVITIES:

Purchase of property, plant and equipment                   (1,223)      (401)
Proceeds from sale of marketable securities                  _____        675

        NET CASH PROVIDED BY (USED IN) INVESTING ACTIVITIES (1,223)       274

CASH FLOWS FROM FINANCING ACTIVITIES:

Repayment of borrowings from the lines of credit            (1,732)    (7,633)
Proceeds from the lines of credit                            1,732      5,965
Proceeds from issuance of common stock, treasury stock
      and options exercised                                     23        __
Payments to New York State Urban Development Corporation       (25)       (25)
Repayment of long-term debt                                    (36)      (565)

        NET CASH PROVIDED BY (USED IN) FINANCING ACTIVITIES    (38)    (2,258)


Net increase (decrease) in cash and cash equivalents           (61)       175
Cash and cash equivalents at beginning of year                  99        529
Cash and cash equivalents at end of year                    $   38      $ 704

SUPPLEMENTAL DISCLOSURES OF CASH FLOW INFORMATION:

Cash paid (received) during the year for:
  Interest                                                  $   (2)     $ 225
  Income taxes, net of refunds received                     $  145      $   0

</TABLE>

THE  ACCOMPANYING  NOTES  TO FINANCIAL STATEMENTS ARE AN INTEGRAL PART 
OF THESE FINANCIAL STATEMENTS.

                                       5

<PAGE>

                   ARTISTIC GREETINGS INCORPORATED
                  NOTES TO CONDENSED FINANCIAL STATEMENTS
                                  (UNAUDITED)

(IN THOUSANDS OF DOLLARS, EXCEPT PER SHARE DATA)


NOTE 1.   STATEMENT OF MANAGEMENT

    The condensed financial  statements  included  herein have been prepared by
the  Company,  without  audit,  pursuant to the rules and  regulations  of  the
Securities  and  Exchange  Commission.    Certain   information   and  footnote
disclosures  normally included in financial statements, prepared in  accordance
with generally  accepted  accounting principles, have been condensed or omitted
pursuant to such rules and  regulations, although the Company believes that the
disclosures are adequate to make the information presented not misleading.

    In the opinion of management, the information contained herein reflects all
adjustments that are of a normal  recurring  nature  and  necessary  to  a fair
statement  of  the  results  of  operations  for  the  periods presented in the
statements of operations included herein.

NOTE 2. FORM 10-K

    Reference is made to the following footnotes included in the Company's 1996
report on Form
10-K:

    1.  Summary of Significant Accounting Policies
    2.  Marketable Securities
    3.  Inventories
    4.  Property, Plant and Equipment
    5.  Accrued Liabilities
    6.  Income Taxes
    7.  Leases
    8.  Debt
    9.  Defined Contribution Savings Plan
    10. Stock Options
    11. Stockholders' Equity
    12. Related Party Transactions
    13. Commitments and Contingencies
    14. Supplemental Disclosure of Noncash Investing and Financing Activity
    15. New Accounting Standards



                                                 6

<PAGE>



NOTE 3. NET INCOME PER SHARE

    Net income or loss per common and common equivalent  share  is  computed on
the  basis  of  the  weighted  average  of  common and common equivalent shares
outstanding  during  the  period.   The  weighted   average  number  of  shares
outstanding was 6,353,531 for the quarter ended March  31,  1997  and 6,539,083
for the quarter ended March 31, 1996.

    In March 1997, the Financial Accounting Standards Board issued Statement of
Financial Accounting Standards No. 128, "Earnings Per Share".  The statement is
effective  for  fiscal  years  ending  after  December 15, 1997.  When adopted,
restatement of prior years' earnings per share will be required.

    The statement establishes revised standards  for  computing  and presenting
earnings  per  share.   Management  does not expect the application to  have  a
material effect on the Company's financial statements.

NOTE 4. SUPPLEMENTAL SCHEDULE OF NONCASH INVESTING AND FINANCING ACTIVITY.

    During May 1995, the Company acquired certain assets of Valcheck Company in
exchange for 500,000 shares of the Company's  common  stock.   The common stock
was  issued  at  a  price of $3.75 per share, or $1,875.  The common  stock  is
puttable to the Company, at the Seller's option, two years from the acquisition
date at $5 per share.


    Fair value of assets acquired     $ 1,875
    Less:  common stock issued          1,875
    Cash paid                         $    _



                                       7

<PAGE>

ITEM 2. MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS
OF OPERATIONS.

The following discussion contains forward-looking statements.  For a discussion
of important factors  that could cause actual results to differ materially from
such forward-looking statements,  please carefully review the discussion of the
following Risk Factors:  "Recent Losses;  Potential  Fluctuations  in Operating
Results";  "Dependence  on Effective Information Systems"; "Dependence  on  Key
Personnel"; "Potential Volatility  of  Stock  Price";  and  "Control by Present
Stockholders," included under the heading "Company Risk Factors"  in Exhibit 99
to this Report, which Exhibit is incorporated by reference herein,  as  well as
the  other  information  contained in this Report and in the Company's periodic
reports and other documents filed with the SEC.

(IN THOUSANDS, EXCEPT PER SHARE DATA)

RESULTS OF OPERATIONS:

NET SALES
In the first three months  of  1997, the Company's net sales decreased 10.3% to
$24,218  from $27,008 in the comparable  period  of  1996.   This  decrease  is
primarily  due  to intentional sales volume reductions in the personalized name
and address product  category,  which  consists of labels, mini printers, self-
inking stamps and certain other products  generally  sold  through  mass  media
channels (personalized products), by an aggregate of 18.9% from $11,160 in 1996
to  $9,050  in  1997.   These  planned  reductions  resulted from discontinuing
marginally  profitable  products  and  advertising initiatives.   In  addition,
catalog sales decreased by 11.6% from $2,837  in  1996 to $2,508 in 1997 due to
slightly lower responses.  Check sales decreased by  1.7%  from $11,538 in 1996
to $11,338 in 1997 because of lower circulation and responses.

COST OF SALES
The  major  components  of  cost  of  goods  sold are materials, which  consist
primarily of paper and gift items; direct labor; and manufacturing overhead.

The cost of materials in the first three months of 1997 increased .7% to $6,021
from $5,976 in the comparable period of 1996,  which  is  a  2.7% increase as a
percentage  of sales from the prior period.  The increase is attributed  to  an
increase in the  mix  of  material  cost of checks related to outsourcing check
production,  offset  by  lower  sales  volumes  in  personalized  products  and
catalogs.

Direct labor decreased 32.5% from $1,918  in  the first three months of 1996 to
$1,295 in the comparable period of 1997, a decrease  of  1.8% as a component of
net  sales during that period for two primary reasons.  First,  check  printing
was fully  outsourced  in  October  1996 to John Harland Company allowing labor
savings for the check printing.  The  second  factor for the decrease in direct
labor was improved efficiencies.

Manufacturing overhead decreased 30.5% to $2,195  in  the first three months of
1997 from $3,157 in the comparable period of 1996; such  decrease  represents a
2.6%  decrease  as  a  component of sales between periods.  Decreased telephone
expense was attributable  to reduced exchanges and lower volume.  Manufacturing
supplies expense was lower in the first three months of 1997 due to outsourcing
check production.  Finally,  depreciation  expense decreased due to the sale of
check printing equipment in the third quarter  1996  as part of the outsourcing
of check manufacturing to John Harland Company.

SELLING, GENERAL AND ADMINISTRATIVE (SG&A)
The  three  largest  components of SG&A expenses are advertising,  postage  and
labor.

Advertising expense decreased 17.3% to $8,636 in the first three months of 1997
from $10,439 in the comparable  period  of 1996, which represents a decrease of
3.0% as a component of sales.  Advertising  for personalized products decreased
by  17.6% from the first three months of 1996  due  to  downsizing  efforts  to
improve  profitability.   Advertising  for  checks  decreased by 25.5% from the
first three months of 1996 due to the purchase of less  circulation in reaction
to lower response rates related to competitive pricing.   Such  decreases  have
been  partially  offset by a 28.9% increase in circulation in the first quarter
for catalogs to pursue growth opportunities.

Postage and shipping  expense  in the first three months of 1997 decreased 7.9%
to $2,239 from $2,432 in the comparable  period  of  1996,  however,  the first
three  months of 1997 represents a .3% increase as a component of sales.   Such
aggregate decrease in postage and shipping expense is attributable primarily to
lower volume  and  lower  exchanges.   The increase as a percentage of sales is
attributable  to an increase in checks postage  and  shipping  for  outsourcing
handling.

Other administrative  expense  increased  in  the first three months of 1997 by
16.8% to $2,330 from $1,996 in the comparable period  of  1996, representing an
increase  of 2.2% as a component of sales.  This increase as  a  percentage  of
sales is substantially  the  result of the increase in salaries and wages (with
associated  increases in employee  benefits  costs)  related  to  strengthening
senior management  and  initiating business development efforts.  An additional
factor in the increase is related to professional fees associated with business
development efforts.

OTHER EXPENSE (INCOME)
The Company incurred other  expenses of $422 in the first three months of 1997,
an increase of .7% from $419  in  the  comparable  period  of  1996.   Interest
expense decreased to $60 in 1997 from $306 in 1996, which represents a decrease
of 2.2% as a component of net sales.  The decrease in interest expense was  due
to reductions in both long- and short-term borrowing as the Company applied its
cash  flow  from  operations  to  debt  reduction.   This decrease is offset by
accruals for employee incentive compensation and contributions  to  the Company
profit-sharing plan due to higher income from operations.

TAX PROVISION
A tax provision of $388, reflecting an effective tax rate of 36%, was  recorded
in  the first three months of 1997 as compared to no tax provision recorded  in
the first  three  months  of  1996.   A  portion  of a net operating loss carry
forward was utilized in the first quarter of 1996,  but  due  to  1997 expected
profitability, a tax provision is required.

NET INCOME
For  the  reasons discussed above, the Company's net income in the first  three
months of 1997 increased 2.8% to $691 or $0.11 per share, from the prior period
of $672 or $0.10 per share.

                                       8

<PAGE>



LIQUIDITY & CAPITAL RESOURCES
Cash and cash  equivalents, combined with marketable securities, totaled $2,999
at December 31, 1996 and $2,886 at March 31, 1997.  Total liabilities decreased
by $283 or 2.0% from $14,367 at December 31, 1996 to $14,084 at March 31, 1997.
Long-term debt decreased  from $1,034 at December 31, 1996 to $998 at March 31,
1997.  Income tax payable increased  from  $113 at December 31, 1996 to $356 at
March 31, 1997.  Accounts payable was reduced by 3.2% from $9,847 at the end of
1996 to $9,531 at March 31, 1997.

Although working capital at March 31, 1997 was  ($3,814),  management  believes
that  the  Company  has  sufficient  resources  from its present cash and cash-
equivalent position, cash flow from operations and  its line of credit, to meet
its current obligations.  The negative working capital  position  at  March 31,
1997  was  primarily  the  result  of  several factors which reflect successful
efforts to manage the operations of the  Company.   Cash  and  cash equivalents
reflect  use  of cash to pay off long-term debt in 1996, as well as  funding  a
major system implementation  from  cash  from  operations,  and  the  inventory
balance  reflects  improved materials management and outsourcing 100% of  check
production.  As a result  of  check  production outsourcing, the Company has no
inventory for its check business but records  accounts  payable for the cost of
the subcontracted check production.

At  March  31, 1997, the Company had a $6.5 million revolving  credit  facility
with its bank  (the  "Revolver"),  which is subject to a borrowing base formula
and certain other conditions.  Based  upon the borrowing base formula, at March
31, 1997, the Company had a total of $5,803  available  for borrowing under the
Revolver of which zero was outstanding as of such date.

Per  the  Company's  May  1995  agreement  with Valcheck Company  ("Valcheck"),
Valassis  Communications,  Inc.  ("Valassis")  has   notified  the  Company  of
Valcheck's intent to exercise its put option on the 500,000  shares  it owns of
the Company's Common Stock.  The Company intends to fund both this $2.5 million
payment  and  the  $2.0  million annual payment under the Company's Advertising
Agreement with Valassis, both of which are due in June 1997, from the Revolver.

Management believes that the operating activities of the Company, together with
the line of credit available under the Revolver, will substantially support the
Company's cash requirements  for  the  next  twelve  months and that sufficient
capital  resources are available to the Company to provide  adequate  liquidity
overall.


                                       9

<PAGE>



PART II - OTHER INFORMATION

ITEM 5. OTHER INFORMATION.

     At a  meeting  of  the  Company's  Board  of Directors on May 1, 1997, the
members  of  the Board of Directors unanimously appointed  Thomas  C.  Wyckoff,
former Senior  Vice  President  Administration/  Corporate Development, General
Counsel and Assistant Secretary of the Company, to  serve  as  Chief  Operating
Officer  and  Executive Vice President of the Company.  Mr. Wyckoff serves  the
Company in such capacity under an employment agreement dated as of May 1, 1997,
a copy of which is filed herewith as Exhibit 10.

ITEM 6. EXHIBITS AND REPORTS ON FORM 8-K.

     a)    Exhibits.  See Exhibit Index.

     b)    Reports on Form 8-K.  None.

                                      10

<PAGE>



                            SIGNATURES

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


                         ARTISTIC GREETINGS INCORPORATED

Dated: May 15, 1997      By:  /S/  ROBERT E. JOHNSON
                                Robert E. Johnson
                              Senior Vice President Finance and
                              Chief Financial Officer
                              (Principal Financial and Accounting Officer)


                                      11

<PAGE>



                           EXHIBIT INDEX

EXHIBIT
NUMBER    DESCRIPTION                                   PAGES

10        Employment Agreement between the Company      Filed Herewith
          and Thomas C. Wyckoff, dated May 1, 1997

11        Statement re: computation  of  per share      See Note 3 to the
          earnings                                      Financial Statements
                                                        contained in this 
                                                        report

27        Financial Data Schedule                       Filed only with EDGAR
                                                        filing, per Regulation
                                                        S-K,Rule 601(c)(1)(v)

99        Risk Factors                                  Filed Herewith


                                      12


EXHIBIT 10          
          
          EXECUTIVE EMPLOYMENT AGREEMENT (this "Agreement") dated as of
<PAGE>
May 1, 1997 by and between Thomas C. Wyckoff, residing at 111 Drive A,
Strathmont Park, Elmira, New York 14905 (the "Executive") and Artistic
Greetings Incorporated, a Delaware corporation with a business address of
One Komer Center, P.O. Box 1999, Elmira, New York  14902 (the "Company").

          I.    WHEREAS, the Executive has served as the Senior Vice
President Administration/Corporate Development, General Counsel and
Assistant Secretary of the Company under an employment agreement dated
November 1, 1996 (the "Prior Employment Agreement");

          II.   WHEREAS, the Company desires to memorialize the retention of
the full-time services of the Executive hereby and cancel the Prior
Employment Agreement, and the Executive is willing to cancel such agreement
and to accept full-time employment for a period of three (3) years
subsequent to the date of execution of this Agreement (the "Execution
Date");

          III.  WHEREAS, the Company is seeking to address the following
issues in connection with the Executive's employment with, and services to,
the Company:

          1.    The Company's desire to compensate the Executive at a level
sufficient to induce the Executive to continue his efforts toward the
advancement of the Company's business; and

          2.    The Company's desire to provide for and fund a non-
competition agreement with the Executive to ensure the protection of its
investment in the advancement of its business under the management of the
Executive.

          IV.   WHEREAS, the Company desires and agrees, in consideration of
the objectives described above, to employ the Executive on the terms and
conditions set forth herein; and

          V.    WHEREAS, the Executive is desirous and willing to accept
employment with the Company on the terms and conditions expressed herein.

          NOW, THEREFORE, the Executive and the Company hereby enter into
this Agreement on the terms and conditions hereinafter set forth (certain
capitalized terms used herein shall be defined in Section 9 hereof).

          1.    EMPLOYMENT AND DUTIES.  The Executive shall serve as the
Chief Operating Officer and Executive Vice President of the Company, as well
as General Counsel and Assistant Secretary (the "Duties").  The Executive
shall devote his customary working time to the business of the Company and
shall perform the Duties in a diligent, effective and loyal manner.

          2.    COMPENSATION.  The Executive shall be compensated by the
Company (the "Compensation") for the services to be rendered by him pursuant
to this Agreement in the following manner:

          a.    A base salary of One Hundred Forty-Six Thousand Dollars
     ($146,000) per calendar year (the "Yearly Salary"), which shall be (i)
     paid each week beginning on the Execution Date; and (ii) reviewed by
     the Company on an annual basis with increases of such Yearly Salary
     granted to the Executive in the sole discretion of the Company based
     upon, among other things, the Executive's performance of his Duties
     during the prior period.

          b.    100% of a Share Unit (as hereinafter defined) calculated
     from January 1, 1997 and thereafter.  A Share Unit is equal to the sum
     of  1/4 % of the Net Operating Income (as hereinafter defined) of the
     prior year (if Net Operating Income is negative, such number equals
     zero) plus 1 1/2 % of the increase in Net Operating Income of the
     current year over the prior year (a "Share Unit").  Net Operating
     Income is equal to Net Income before (i) interest and investment income
     (expense), (ii) taxes, (iii) bonuses and (iv) extraordinary items.  The
     amount of the Executive's percentage Share Unit shall be reviewed by
     the Company on an annual basis with increases of such Share Unit
     granted to the Executive in the sole discretion of the Company based
     upon, among other things, the Executive's performance of his Duties
     during the prior period.  Bonuses shall be paid no later than March
     15th of the following year.  Should the Executive be Terminated for
     Cause, no bonus for the year in which the Termination occurs will be
     due or payable.

          3.    BENEFITS.  During the Term of this Agreement, and thereafter
as may be specifically provided herein, the Executive shall be entitled to
receive the following benefits (collectively, the "Benefits"):

          a.    Four (4) weeks of paid vacation per calendar year, or such
     greater period as may be approved from time to time by the Board of
     Directors of the Company;

          b.    Health insurance (Company pays 75% and Executive pays 25% of
     the plan options selected);

          c.    Long-term disability insurance (Company pays 100%);

          d.    Life insurance equal to one year's base earnings; and

          e.    Contribution (profit) sharing as a full participant in the
     Company's 401K Profit Sharing Plan under the conditions outlined in the
     Company's plan manual entitled "Savings Plan;" and

          f.    Reimbursement for all expenses incurred by the Executive for
     dues and/or membership fees incurred by the Executive for any local
     social or health club.

          4.    TERM.  This Agreement shall be effective for a period of
     three years from the
Execution Date (the "Term").

          5.    TERMINATION OF EMPLOYMENT.  "Termination" shall mean
termination of the Executive's employment with the Company prior to the end
of the Term, as of a date specified in a Termination Notice delivered by
either:

          a.    (i)  The Company, for any reason other than the Executive's
     death, disability or for Cause or (ii) the Executive for Good Reason,
     in either event, the Company shall (A) make Payment (any amount due
     under this Section 6 is referred to as a "Payment") to the Executive,
     within thirty (30) days of such Termination, of an amount equal to the
     product of (x) one-twelfth of Yearly Salary and (y) the greater of (I)
     the remaining number of calendar months of the Term of this Agreement
     or (II) eighteen months; (B) cause any outstanding Stock Options held
     by the Executive to automatically vest as of the date of the
     Termination Notice; and (C) make Payment to the Executive, within
     thirty (30) days of such Termination, an amount equal to the
     Executive's pro rata share of the Executive's bonus (as determined in
     accordance with Section 2(b) hereof) up through the last day of the
     calendar month immediately prior to the date of the Termination Notice.

          b.    (i)  The Executive in resignation at any time without Good
     Reason or (ii) the Company for Cause, and in either event, the Company
     shall continue to pay to the Executive the Compensation and Benefits
     provided for under this Agreement only until the effective date of such
     Termination;

          c.    The Executive as a result of disability prior to the
     expiration of the Term of this Agreement, in which event, the Executive
     shall receive the Compensation and Benefits for the remainder of the
     Term of this agreement; and

          d.    The Executive in the event of an Acquisition of Control and
     if Executive is not retained pursuant to an employment agreement under
     Section 9(d)(i), the Company shall pay to the Executive the
     Compensation and Benefits, within thirty (30) days of such Acquisition
     of Control in a lump-sum amount equal to the amount due therefore,
     including such Benefits as are described in sections 6(a)(ii)(B) and
     6(a)(ii)(C).

                In the Event of the Executive's death prior to the
expiration of the Term of this Agreement, the Company shall make a lump-sum
payment to the Executive's estate within thirty (30) days of such death in
the amount of the present value (applicable present value interest factor
shall be the Federal Rate described in Section 1274 of the Internal Revenue
Code, hereinafter referred to as the "Code") of the Compensation and
Benefits for the remainder of the Term of this Agreement.

                Any calculation of an amount of Compensation and Benefits to
be paid under this Section 6 shall be made using a rate of Compensation and
Benefits that was applicable immediately prior to the death of the Executive
or prior to the date of any Termination Notice hereunder.

          6.    LIMITATION ON CERTAIN PAYMENTS.    Notwithstanding anything
to the contrary contained herein, if any of the Payments provided for in
this Agreement, together with any other payments of Compensation which the
Executive receives from the Company, would constitute a "Parachute Payment"
(as defined in Section 280G(b)(2) of the Code), the Payments pursuant to
this Agreement shall be reduced to the largest amounts as will result in no
portion of such Payments being subject to the excise tax imposed in Section
4999 of the Code; provided however, that the Executive and the Company shall
mutually agree to the amount of such Payments as otherwise would be paid but
for the foregoing limitation of this Section 6, in equal installments such
that the present value (applicable present value discount rate shall be in
accordance with Section 280G(d)(4) of the Code) of such installments will
result in no portion of such Payments to be treated as Parachute Payments
under the Code.  The first such installment shall be payable when such
amount would otherwise have been payable; provided further, however, that
the Executive and the Company shall mutually agree to the allocation of any
reductions required by this Section 7.

          7.    COVENANT NOT TO COMPETE.  The Executive hereby covenants and
agrees that, during the period of five (5) years from the Execution Date
(the duration of such Noncompete Period being subject to the penultimate
paragraph of this Section 8 (the "Noncompete Period")), the Executive will
not:

          a.    For himself or on behalf of any other person, firm,
     partnership or corporation, call upon any customer of the Company for
     the purpose of soliciting or providing to such customer any products or
     services which are the same as or similar to those provided to
     customers by the Company.  For purposes of this Agreement, "customers
     of the Company" shall include, but not be limited to, all customers
     acquired by the Company, or contacted or solicited by the Executive
     during his employment with the Company;

          b.    For himself or on behalf of any other person, firm,
     partnership or corporation, directly or indirectly seek to persuade any
     director, officer or employee of the Company to discontinue that
     individual's status or employment with the Company in order to become
     employed in any activity similar to or competitive with the business of
     the Company, nor will the Executive solicit or retain any such person
     for such purpose; and

          c.    Directly or indirectly, alone or as an employee, independent
     contractor of any type, partner, officer, director, creditor,
     substantial (i.e., 5% or greater) stockholder or holder of any option
     or right to become a substantial stockholder in any entity or
     organization, engage within the United States of America in any
     business pertaining to the sale, distribution, manufacture, marketing,
     production or provision of products or services similar to or in
     competition with any products or services produced, designed,
     manufactured, sold, distributed or rendered, as the case may be, by the
     Company.

          The parties agree that the Compensation provided for in Section 2
hereof, shall constitute fair and adequate consideration not only for the
Executive's services to be performed during the Term, but also for his
agreement under this Section 8 for the duration of the Noncompete Period.

          The provisions of this Section 8 shall survive any Termination.
If any of the restrictions on competitive activities contained in this
Section 8 shall for any reason be held by a court of competent jurisdiction
to be excessively broad as to duration, geographical scope, activity or
subject, such restrictions hall be construed so as to thereafter be limited
or reduced to be enforceable to the extent compatible with applicable law as
it shall then exist; it being understood that by the execution of this
Agreement the parties hereto regard such restrictions as reasonable and
compatible with their respective rights and expectations.

          8.    CERTAIN DEFINITIONS.  The following terms shall have the
following respective meanings when utilized in this Agreement:

          a.    "Acquisition of Control" shall mean:

                (i)  upon the sale or other disposition to a person, entity
     or "group" as defined in Section 13(d)(3) of the Securities Exchange
     Act of 1934, as amended (other than the Executive or a group which
     includes the Executive), of shares of the Company having 45% or more of
     the total number of votes that may be cast for the election of
     Directors of the Company; and

                (ii)  stockholder approval of a transaction for the
     acquisition of the Company, or substantially all of its assets, by
     another entity or through a merger reorganization, consolidation or
     other business combination to which the Company is a party.

          b.    "Cause" shall mean any action by the Executive which is
     reasonably believed by the Company to constitute:  (i) fraud; (ii)
     embezzlement or misappropriation; (iii) felony; (iv) moral turpitude;
     or (v) willful or bad faith conduct materially injurious to the
     Company, other than as a result of the Executive's death or disability.

          c.    "Disability" shall mean any physical or mental incapacity,
     illness or injury that renders the Executive unable to provide full-
     time services to the Company as contemplated by this Agreement for more
     than three consecutive calendar months.

          d.    "Good Reason" shall mean:

                (i)  an Acquisition of Control of the Company and if an
     employment agreement, reasonably satisfactory to the Executive, for the
     continuation of the employment of the Executive is not executed;

                (ii)  any action by the Company which reduces or limits the
     Executive's authority to act in accordance with the Duties, and

                (iii)  The Company's failure to perform in a timely manner
     its material obligations under this Agreement, a reduction in the
     amount of the Executive's base Compensation or Benefits or the breach
     by the Company of any other provision of this Agreement.

          e.    "Termination Notice" shall mean a written notice which:

                (i)  may be given by either the Company or the Executive for
     any of the reasons set forth in Section 6 hereof;

                (ii)  sets forth the specific provision of this Agreement
     relied upon by the Company for the Termination the Executive's
     employment or by the Executive to resign from such employment;

                (iii)  sets forth in reasonable detail the facts and
     circumstances claimed to provide the basis for the Termination of the
     Executive's employment; and

                (iv)  sets forth a Termination Date (which shall not be less
     than 30 days or more than 60 days following the delivery of a
     Termination Notice).

          9.    NOTICES.  Any notice required or desired to be given
hereunder relating to this Agreement shall be effective if in writing and
delivered personally or by certified mail, postage prepaid, return receipt
requested to a party at the address for such party previously set forth in
this Agreement or to such other address as a party may specify by written
notice to the other party similarly given.

          10.   BENEFIT.  This Agreement and the rights and obligations
contained herein shall be binding upon and inure to the benefit of the
Company, its successors and assigns, and upon the Executive, his legal
representatives, heirs and distributees.

          11.   WAIVER.  The waiver of any party of a breach of any
provision of this Agreement shall not operate as or be construed as a waiver
of any subsequent breach.

          12.   ENTIRE AGREEMENT.  This Agreement contains the entire
agreement between the parties and may not be altered or amended except by an
instrument in writing signed by all parties hereto.  The Prior Employment
Agreement is hereby canceled, and is expressly and mutually revoked by the
parties, it having no further force or effect.  In the event of any conflict
between this Agreement and the terms of any of the Company's employment
policies, manuals, or other statements regarding employment generally, now
existing or hereafter promulgated, the terms of this Agreement shall
control.

          13.   PARTIAL INVALIDITY.  The invalidity or enforceability of any
particular provision of this Agreement shall not affect the other provisions
hereof and this Agreement shall be construed in all respects as if such
invalid or unenforceable provision were omitted.

          14.   APPLICABLE LAW.  This Agreement shall be construed and
enforced in accordance with the laws of the State of New York.

          15.   HEADINGS.  The headings contained in this Agreement are
inserted for convenience only and do not constitute a part of this
Agreement.

<PAGE>
          IN WITNESS WHEREOF, the parties hereto have duly executed this
Agreement as of the Execution Date.


                                 ARTISTIC GREETINGS INCORPORATED



                              By: /S/JOSEPH A. CALABRO
                                 Name: Joseph A. Calabro
                                 Title: Chief Executive Officer



                              By: /S/THOMAS C. WYCKOFF
                                 Name: Thomas C. Wyckoff



<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
COMPANY'S FORM 10-Q FOR ITS QUARTER ENDED MARCH 31, 1997 AND IS QUALIFIED INN
ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<CIK> 0000007610
<NAME> ARTISTIC GREETINGS INC.
<MULTIPLIER> 1,000
<CURRENCY> U.S. DOLLARS
       
<S>                             <C>
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          DEC-31-1997
<PERIOD-START>                              JAN-1-1997
<PERIOD-END>                               MAR-31-1997
<EXCHANGE-RATE>                                   1.00
<CASH>                                              38
<SECURITIES>                                     2,848
<RECEIVABLES>                                    1,155
<ALLOWANCES>                                         0
<INVENTORY>                                      2,574
<CURRENT-ASSETS>                                 8,913
<PP&E>                                          27,832
<DEPRECIATION>                                  10,795     
<TOTAL-ASSETS>                                  29,507
<CURRENT-LIABILITIES>                           12,727
<BONDS>                                            998
                                0
                                          0
<COMMON>                                           604
<OTHER-SE>                                      12,398
<TOTAL-LIABILITY-AND-EQUITY>                    29,507
<SALES>                                         24,218
<TOTAL-REVENUES>                                24,218
<CGS>                                            9,512
<TOTAL-COSTS>                                   13,550
<OTHER-EXPENSES>                                    17
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                  60
<INCOME-PRETAX>                                  1,079
<INCOME-TAX>                                       388
<INCOME-CONTINUING>                                691
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                       691
<EPS-PRIMARY>                                      .11
<EPS-DILUTED>                                      .11
        


</TABLE>


EXHIBIT 99

                          RISK FACTORS

RECENT LOSSES; POTENTIAL FLUCTUATIONS IN OPERATING RESULTS

Although  the  Company  has  for  many  years  experienced year-to-year revenue
growth, it has incurred net losses of $9.9 million  and $.4 million in 1995 and
1994,  respectively.   There  can  be  no  assurance that revenue  growth  will
continue or that the Company will achieve profitability in the future.

The Company's operating results have fluctuated  in  the past and may fluctuate
in the future as a result of a variety of factors, some of which are outside of
the Company's control, including general economic conditions, specific economic
conditions in the retail trade industry, the mix of products  sold and the cost
and  types  of advertising through which they are sold, and prices  charged  by
suppliers, among others.

DEPENDENCE ON EFFECTIVE INFORMATION SYSTEMS

To complete orders,  the  Company must record and process customer data quickly
and accurately.  While the Company is in the process of significantly upgrading
its management information  system,  there  can  be  no  assurance that the new
system, when fully installed and implemented, will deliver  the  full  range of
data   processing   functionally  expected.   The  Company  believes  that  the
successful installation  and  implementation  of  its  new  computer  system is
important  to  its  continued  growth,  but  there can be no assurance that the
Company  will  not  encounter  delays  or  cost  overruns   or  suffer  adverse
consequences in implementing the new system.

DEPENDENCE ON KEY PERSONNEL

The  Company's  success  depends  to  a  significant degree upon the  continued
contributions of its core management team.   While  the  Company has employment
agreements  with  its  four  key  executives,  they still have the  ability  to
voluntarily terminate their employment with the  Company at any time, as do the
Company's other executives and employees.  Competition  for qualified personnel
in  the  Company's segment of the retail trade industry is  relatively  intense
and, from time to time, there are a limited number of persons with knowledge of
and experience  in particular sectors of the Company's business.  The Company's
success also will  depend  on  its  ability  to  attract  and  retain qualified
management, marketing, technical and other executives and personnel.   The loss
of  the  services  of  key  personnel,  or  the inability to attract additional
qualified  personnel, could have a material adverse  effect  on  the  Company's
results of operations, development efforts and ability to expand.  There can be
no assurance  that  the  Company will be successful in attracting and retaining
such executives and personnel.

POTENTIAL VOLATILITY OF STOCK PRICE

The market price of the Company's  Common Stock has been and may continue to be
highly volatile.  See the discussion  under  Item  5 of the Company's 1996 Form
10-K  Report, "Market for Registrant's Common Equity  and  Related  Stockholder
Matters".   Factors  such  as variations in the Company's revenue, earnings and
cash flow, the difference between  the Company's actual results and the results
expected by investors and analysts, and announcements of new product offerings,
marketing plans or price reductions  by  the  Company  or its competitors could
cause the market price of the Company's Common Stock to fluctuate.

CONTROL BY PRESENT STOCKHOLDERS

In  the  aggregate, Stuart Komer, American Greetings Corporation  and  Valcheck
Company control  approximately  52%  of  the  Company's  issued and outstanding
Common Stock.  Accordingly, to the extent these stockholders  act  together  in
the voting of their shares, they will have the ability to determine the outcome
of most matters put before the Company's stockholders.



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