ADVO INC
S-8, 1996-09-03
DIRECT MAIL ADVERTISING SERVICES
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AS FILED WITH THE SECURITIES AND EXCHANGE COMMISSION ON SEPTEMBER 3, 1996
                                             REGISTRATION NO. 333-

                 SECURITIES AND EXCHANGE COMMISSION
                         WASHINGTON, D.C. 20549
                           __________________

                              FORM S-8
                       REGISTRATION STATEMENT
                               UNDER
                      THE SECURITIES ACT OF 1933

                              ADVO, INC.
          (Exact name of registrant as specified in its charter)

DELAWARE                                          06-0885252
(State or other jurisdiction of                   (I.R.S. Employer
incorporation or organization)                    Identification Number)

                               ONE UNIVAC LANE
                                P.O. BOX 755
                       WINDSOR, CONNECTICUT 06095-0755
            (Address, including zip code, and telephone number,
       including area code, of registrant*s principal executive offices)

                        ADVO, INC. 401(K) SAVINGS PLAN
                            (Full Title of the Plan)

                                DAVID M. STIGLER
             SENIOR VICE PRESIDENT, GENERAL COUNSEL AND SECRETARY
                                    ADVO, INC.
                                  ONE UNIVAC LANE
                                    P.O. BOX 755
                         WINDSOR, CONNECTICUT 06095-0755
                                  (860) 285-6120
      (Telephone number, including area code, of agent for service)

APPROXIMATE DATE OF COMMENCEMENT OF PROPOSED SALE TO THE PUBLIC: From
time to time after the effective date of this Registration Statement
when warranted by market conditions and other factors.

If any of the securities being registered on this Form are to be
offered on a delayed or continuous basis pursuant to Rule 415
under the Securities Act of 1933, check the following box.  [ X ]

If this Form is filed to register additional securities for an offering
pursuant to Rule 462(b) under the Securities Act, please check
the following box and list the Securities Act registration statement
number of the earlier effective registration statement for the
same offering.  [   ]

If this Form is a post-effective amendment filed pursuant to Rule
462(c) under the Securities Act, check the following box and
list the Securities Act registration statement number of the earlier
effective registration statement for the same offering. [  ]

If delivery of the Prospectus is expected to be made pursuant to Rule
434, please check the following box.  [   ]

                     CALCULATION OF REGISTRATION FEE
<TABLE>
<CAPTION>
Title of Securities to be         |Amount to be      |Proposed Maximum Offering   |Proposed Maximum Aggregate       Amount of
Registered(1)                     |Registered(2)     |   Price Per Unit(2)        |    Offering Price(2)        Registration Fee
  <S>                              <C>                <C>                          <C>                           <C>
Common Stock, without par         |200,000 shares    |        $10.00              |       $2,000,000            |    $689.65
|value                            |                  |                            |                             |
</TABLE>

(1)   In addition, pursuant to Rule 416(c) under the Securities Act of 1933,
      this registration statement also covers an indeterminate amount of
      interests to be offered or sold pursuant to the employee benefit plan
      described herein.

(2)   Estimated pursuant to subsections (c) and (h) of Rule 457 under the
      Securities Act of 1933 as the estimated number of shares of Common
      Stock without par value of ADVO, Inc. to be purchased by the ADVO, Inc.
      401(k) Savings Plan (the "Plan") over a five-year period with employee
      and employer contributions, which shares may be acquired by
      participants in the Plan.  For purposes of Rule 457(c), the date
      specified for determining the average of the high and low prices
      reported in the consolidated reporting system is August 26, 1996.

<PAGE>

                                PART II
           INFORMATION REQUIRED IN THE REGISTRATION STATEMENT


   This Registration Statement relates to participation interests in the
ADVO, Inc. 401(k) Savings Plan (the "Plan") and to shares of common stock, $.01
par value ("Common Stock") of ADVO, Inc. (the "Company") offered pursuant to
the Plan.

ITEM 3.  INCORPORATION OF DOCUMENTS BY REFERENCE

   The following documents filed with the Securities and Exchange Commission
are incorporated herein by reference:

   (a)  The Company*s Annual Report on Form 10-K for the fiscal year ended
   September 30, 1995, filed pursuant to Sections 13(a) or 15(d) of the
   Securities Exchange Act of 1934, as amended (the "1934 Act");

   (b)  The Company*s Quarterly Reports on Form 10-Q for the fiscal
   quarters ended December 30, 1995, March 30, 1996, and June 29, 1996;

   (c)  Current Reports on Form 8-K dated January 26, 1996, March 5, 1996
    and May 2, 1996; and

   (d)  The description of the Company*s Common Stock which is contained in
     its registration statements filed under the 1934 Act, and any amendment or
     report filed under the 1934 Act for the purpose of updating such
     description.

   All documents subsequently filed by the Company and the Plan pursuant to
Sections 13(a), 13(c), 14 or 15(d) of the 1934 Act, prior to the filing of a
post-effective amendment which indicates that all securities offered hereby
have been sold or which deregisters all securities remaining unsold, shall be
deemed to be incorporated by reference herein and to be a part hereof
from the date of the filing of such documents.

ITEM 4.  DESCRIPTION OF SECURITIES

   This Item is not applicable to the securities to be registered hereby.

ITEM 5.  INTERESTS OF NAMED EXPERTS AND COUNSEL

   The consolidated financial statements of ADVO, Inc. incorporated by
reference in ADVO, Inc.'s Annual Report (Form 10-K) for the year ended
September 30, 1995, have been audited by Ernst & Young LLP, independent
auditors, as set forth in their report thereon incorporated by reference
therein and incorporated herein by reference.  Such consolidated financial
statements are incorporated herein by reference in reliance upon such report
given upon the authority of such firm as experts in accounting and auditing.

ITEM 6.  INDEMNIFICATION OF DIRECTORS AND OFFICERS

   The information required by this item is contained in Part II, Item 15 of
the Company*s Statement on Form S-8 (No. 33-19045) and is incorporated herein
by reference and made a part hereof.

ITEM 7.  EXEMPTION FROM REGISTRATION CLAIMED

   This Item is not applicable to the securities to be registered hereby.


<PAGE>
ITEM 8.  EXHIBITS

                                                       Incorporation
                                                       by Reference
Exhibit No.  Description                               (see Legend)

4(a)         ADVO, Inc. 401(k) Savings Plan            Filed herewith

4(b)         Restated Certificate of Incorporation     Incorporated by 
             of ADVO                                   reference to Exhibit
                                                       3(a) to the Company's
                                                       Form 10 filed on 
                                                       September 15, 1986
                                                       (No. 1-11720)

4(c)         Restated By-laws of ADVO                  Incorporated by 
                                                       reference to Exhibit
                                                       3(b) to the Company's
                                                       Report on Form 10-K 
                                                       for fiscal year ended
                                                       September 30, 1989
                                                       (No. 1-11720)

4(d)         Stockholder Protection Rights             Incorporated by 
             Agreement, dated as of February 5, 1993,  reference to Exhibit
             between the Company and Mellon            4.1 of the Company*s
             Securities Trust Company, as Rights       Form 8-K dated 
             Agent, including Exhibit A and Exhibit B  February 5, 1993

23           Consent of Independent Auditors           Filed herewith

24           Powers of Attorney (See Signature Page)   Filed herewith
Neither an opinion of counsel concerning compliance with ERISA nor an Internal
Revenue Service ("IRS") determination letter is required because the Company
has submitted the Plan to the IRS in a timely manner and has made all changes
required by the IRS to qualify the Plan.

ITEM 9.  UNDERTAKINGS

A.   Undertaking to Update Annually.

 The undersigned registrant hereby undertakes:

   (1)  To file, during any period in which offers or sales are being made,
a post-effective amendment to this Registration Statement:

        (i)    To include any prospectus required by Section 10(a)(3) of
               the Securities Act of 1933;

        (ii)   To reflect in the Prospectus any facts or events arising
               after the effective date of the Registration Statement (or
               the most recent post-effective amendment thereof) which,
               individually or in the aggregate, represent a fundamental
               change in the information set forth in the Registration
               Statement;

       (iii)   To include any material information with respect to the
               plan of distribution not previously disclosed in
               the Registration Statement or any material change to such
               information in the Registration Statement;

<PAGE>
provided, however, that paragraph (A)(1)(i) and (A)(1)(ii) do not apply if the
Registration Statement is on Form S-3 or Form S-8, and the information required
to be included in a post-effective amendment by those paragraphs is contained
in periodic reports filed by the registrant pursuant to Section 13 or Section
15(d) of the Securities Exchange Act of 1934 that are incorporated by
reference in the Registration Statement.

    (2)  That, for the purpose of determining any liability under the
Securities Act of 1933, each such post-effective amendment shall be deemed to
be a new registration statement relating to the securities offered therein, and
the offering of such securities at that time shall be deemed to be the initial
bona fide offering thereof.

    (3)  To remove from registration by means of a post-effective amendment
any of the securities being registered which remain unsold at the termination
of the offering.

B.   Undertaking With Respect to Incorporating Subsequent Exchange Act
     Documents By Reference.

     The undersigned registrant hereby undertakes that, for purposes of
determining any liability under the Securities Act of 1933, each filing of the
registrant*s annual report pursuant to Section 13(a) or Section 15(d) of the
Securities Exchange Act of 1934 (and each filing of the Plan*s annual report
pursuant to Section 15(d) of the Securities Exchange Act of 1934) that is
incorporated by reference in the Registration Statement shall be deemed to be a
new registration statement relating to the securities offered therein, and the
offering of such securities at that time shall be deemed to be the initial bona
fide offering thereof.

C.   Undertaking With Respect to Indemnification of Directors, Officers or
     Controlling Persons.

     Insofar as indemnification for liability arising under the Securities Act
of 1933 may be permitted to directors, officers and controlling persons of the
registrant pursuant to the foregoing provisions, or otherwise, the registrant
has been advised that in the opinion of the Securities and Exchange Commission
such indemnification is against public policy as expressed in the Act and
is, therefore, unenforceable.  In the event that a claim for indemnification
against such liabilities (other than the payment by the registrant of expenses
incurred or paid by a director, officer or controlling person of the registrant
in the successful defense of any action, suit or proceeding) is asserted by
such director, officer or controlling person in connection with the securities
being registered, the registrant will, unless in the opinion of its counsel the
matter has been settled by controlling precedent, submit to a court of
appropriate jurisdiction the question whether such indemnification by it is
against public policy as expressed in the Act and will be governed by the final
adjudication of such issue.

<PAGE>
                                  SIGNATURES

     Pursuant to the requirements of the Securities Act of 1933, as amended,
the registrant certifies that it has reasonable grounds to believe that it
meets all of the requirements for filing on Form S-8 and has duly caused this
Registration Statement to be signed on its behalf by the undersigned, thereunto
duly authorized, in the Town of Windsor, State of Connecticut, on
September 3,1996.

                                ADVO, INC.

                                By: /s/ Robert Kamerschen
                                   Name: Robert Kamerschen
                                   Title:  Chairman and Chief Executive Officer

     Pursuant to the requirements of the Securities Act, this Registration
Statement has been signed below by the following persons in the capacities and
on the dates indicated.  Each person whose signature appears below hereby
constitutes David M. Stigler and William E. Crowley, and each of them singly,
such person's true and lawful attorneys, with full power to them and each of
them, to sign for such person and in such persons' name and capacity as
indicated below, any and all amendments to this Registration Statement, hereby
ratifying and confirming such person's signature as it may be signed by said
attorneys to any and all amendments.

<TABLE>
<CAPTION>
|Name                                  |Title                                       |Date                              |
 <S>                                    <C>                                          <C>
|/s/ Robert Kamerschen                 |Chairman, Chief Executive                   |September 3, 1996                 |
|Robert Kamerschen                     |Officer And Director                        |                                  |
|                                      |(Principal Executive Officer)               |                                  |
|/s/ Lowell W. Robinson                |Executive Vice President and Chief          |September 3, 1996                 |
|Lowell W. Robinson                    |Financial Officer                           |                                  |
|                                      |(Principal Financial Officer)               |                                  |
|/s/ Robert S. Hirst                   |Vice President and Controller               |September 3, 1996                 |
|Robert S. Hirst                       |(Principal Accounting Officer)              |                                  |
|/s/ Jack W. Fritz                     |Director                                    |September 3, 1996                 |
|Jack W. Fritz                         |                                            |                                  |
|/s/ Lawrence Lachman                  |Director                                    |September 3, 1996                 |
|Lawrence Lachman                      |                                            |                                  |
|/s/ Howard H. Newman                  |Director                                    |September 3, 1996                 |
|Howard H. Newman                      |                                            |                                  |
|/s/ John R. Rockwell                  |Director                                    |September 3, 1996                 |
|John R. Rockwell                      |                                            |                                  |
|/s/ John L. Vogelstein                |Director                                    |September 3, 1996                 |
|John L. Vogelstein                    |                                            |                                  |
|__________________________            |Director                                    |                                  |
|James A. Eskridge                     |                                            |                                  |
</TABLE>
(A majority of the Board of Directors)
<PAGE>


     Pursuant to the requirements of the Securities Act of 1933, the trustees
have duly caused this registration statement to be signed on its behalf by the
undersigned, thereunto duly authorized, in the Town of Windsor, State of
Connecticut on September 3, 1996.


                                  ADVO, INC. 401(K) SAVINGS PLAN


                                  By: /s/ William E. Crowley

                                      Name: William E. Crowley
                                      Title:   Vice President - Human Resources


<PAGE>
                              EXHIBIT INDEX


                                                       Incorporation
                                                       by Reference
Exhibit No.  Description                               (see Legend)

4(a)         ADVO, Inc. 401(k) Savings Plan            Filed herewith

4(b)         Restated Certificate of Incorporation     Incorporated by 
             of ADVO                                   reference to Exhibit
                                                       3(a) to the Company's
                                                       Form 10 filed on 
                                                       September 15, 1986
                                                       (No. 1-11720)

4(c)         Restated By-laws of ADVO                  Incorporated by 
                                                       reference to Exhibit
                                                       3(b) to the Company's
                                                       Report on Form 10-K 
                                                       for fiscal year ended
                                                       September 30, 1989
                                                       (No. 1-11720)

4(d)         Stockholder Protection Rights             Incorporated by 
             Agreement, dated as of February 5, 1993,  reference to Exhibit
             between the Company and Mellon            4.1 of the Company*s
             Securities Trust Company, as Rights       Form 8-K dated 
             Agent, including Exhibit A and Exhibit B  February 5, 1993

23           Consent of Independent Auditors           Filed herewith

24           Powers of Attorney (See Signature Page)   Filed herewith

                  ADVO 401(k) Savings Plan and Trust

             As Amended and Restated Effective October 1, 1992


ADVO, Inc. previously established the ADVO-System Inc. Advantage 1 Savings Plan
as renamed effective October 1, 1992, ADVO 401(k) Savings Plan for the benefit
of eligible employees of the Company and its participating affiliates.  The
Plan is intended to constitute a qualified profit sharing plan, as described in
Code section 401(a), which includes a qualified cash or deferred arrangement,
as described in Code section 401(k).

The provisions of this Plan and Trust relating to the Trustee constitute the
trust agreement which is entered into by and between ADVO, Inc. and Wells Fargo
Bank, National Association.  The Trust is intended to be tax exempt as
described under Code section 501(a).

The Plan constitutes an amendment and restatement of the ADVO-System, Inc.
Advantage 1 Savings Plan, as renamed the ADVO 401(k) Savings Plan effective
October 1, 1992, which was originally established effective as of January 1,
1988, and its related trust agreement.

The ADVO 401(k) Savings Plan and Trust, as set forth in this document, is
hereby amended and restated effective as of October 1, 1992.



Date:                                          , 19    ADVO, Inc.

         By:

                                                     Title:



The trust agreement set forth in those provisions of this Plan and Trust which
relate to the Trustee is hereby executed.


Date:  , 19    Wells Fargo Bank, National Association

         By:

                                                     Title:



Date:  , 19    Wells Fargo Bank, National Association

         By:

                                                     Title:




                                                               02/14/94

<PAGE>
                                             TABLE OF CONTENTS


  1      DEFINITIONS                               .......................1

  2      ELIGIBILITY                               .......................7
  2.1    Eligibility                               .......................7
  2.2    Ineligible Associates                     .......................7
  2.3    Ineligible or Former Participants         .......................7

  3    PARTICIPANT CONTRIBUTIONS                   .......................8
  3.1    Associate Pre-Tax Contribution Election   .......................8
  3.2    Changes                                   .......................8
  3.3    Stopping Contributions                    .......................8
  3.4    Contribution Percentage Limits            .......................8
  3.5    Refunds When Contribution Dollar Limit Exceeded..................8
  3.6    Timing, Posting and Tax Considerations    .......................9

  4    ROLLOVERS & TRUST-TO-TRUST TRANSFERS       .......................10
  4.1    Rollovers                                .......................10
  4.2    Transfers From Other Qualified Plans     .......................10

  5    EMPLOYER CONTRIBUTIONS                     .......................11
  5.1    ADVO Matching Contributions              .......................11

  6    ACCOUNTING                                 .......................12
  6.1    Individual Participant Accounting        .......................12
  6.2    Sweep Account is Transaction Account     .......................12
  6.3    Trade Date Accounting and Investment Cycle......................12
  6.4    Accounting for Investment Funds          .......................12
  6.5    Payment of Fees and Expenses             .......................12
  6.6    How Fees and Expenses are Charged to Participants...............13
  6.7    Accounting for Participant Loans         .......................13
  6.8    Error Correction                         .......................13
  6.9    Participant Statements                   .......................13
  6.10    Special Accounting During Conversion Period....................13
  6.11    Accounts for QDRO Beneficiaries         .......................14

  7    INVESTMENT FUNDS AND ELECTIONS             .......................15
  7.1    Investment Funds                         .......................15
  7.2    Investment Fund Elections                .......................15
  7.3    Responsibility for Investment Choice     .......................15
  7.4     Default if No Election                  .......................15
  7.5    Timing                                   .......................15
  7.6    Switching Fees                           .......................15




                                                             02/14/94
<PAGE>
  8    VESTING & FORFEITURES                      .......................16
  8.1    Fully Vested Contribution Accounts       .......................16

  9    PARTICIPANT LOANS                          .......................17
  9.1    Participant Loans Permitted              .......................17
  9.2    Loan Funding Limits                      .......................17
  9.3    Maximum Number of Loans                  .......................17
  9.4    Source of Loan Funding                   .......................17
  9.5    Interest Rate                            .......................18
  9.6    Repayment                                .......................18
  9.7    Repayment Hierarchy                      .......................18
  9.8    Loan Application, Note and Security      .......................18
  9.9    Default, Suspension and Call Feature     .......................18
  9.10    Spousal Consent                         .......................19

  10    IN-SERVICE WITHDRAWALS                    .......................20
  10.1    Withdrawals for Hardship                .......................20
  10.2    Rollover Account Withdrawals            .......................21
  10.3    Withdrawals for Participants over Age 70*......................21
  10.4    Withdrawal Processing                   .......................22
  10.5    Spousal Consent                         .......................23

  11    DISTRIBUTIONS ONCE EMPLOYMENT ENDS OR AS REQUIRED BY LAW.........24
  11.1    Benefit Information, Notices and Election......................24
  11.2    Payment Form and Medium                 .......................24
  11.3    Small Amounts Paid Immediately          .......................25
  11.4    Distributions After December 31, 1992   .......................25
  11.5    Latest Commencement Permitted           .......................26
  11.6    Payment Within Life Expectancy          .......................26
  11.7    Incidental Benefit Rule                 .......................26
  11.8    Payment to Beneficiary                  .......................26
  11.9    Beneficiary Designation                 .......................27
  11.10   Spousal Consent                         .......................27

  12    ADP AND ACP TESTS                         .......................28
  12.1    Contribution Limitation Definitions     .......................28
  12.2    ADP and ACP Tests                       .......................30
  12.3    Correction of ADP and ACP Tests         .......................31
  12.4    Multiple Use Test                       .......................32
  12.5    Adjustment for Investment Gain or Loss  .......................32
  12.6    Testing Responsibilities and Required Records..................32
  12.7    Separate Testing for Multiple Employers .......................32

  13    MAXIMUM CONTRIBUTION AND BENEFIT LIMITATIONS.....................33
  13.1    "Annual Addition" Defined               .......................33
  13.2    Maximum Annual Addition                 .......................33
  13.3    Avoiding an Excess Annual Addition      .......................33
  13.4    Correcting an Excess Annual Addition    .......................33
  13.5    Correcting a Multiple Plan Excess       .......................34
  13.6    "Defined Benefit Fraction" Defined      .......................34
  13.7    "Defined Contribution Fraction" Defined .......................34
  13.8    Combined Plan Limits and Correction     .......................34

  14    TOP HEAVY RULES                           .......................35
  14.1    Top Heavy Definitions                   .......................35
  14.2    Special Contributions                   .......................36
  14.3    Adjustment to Combined Limits for Different Plans..............37

  15    PLAN ADMINISTRATION                       .......................38
  15.1    Plan Delineates Authority and Responsibility...................38
  15.2    Fiduciary Standards                     .......................38
  15.3    Company is ERISA Plan Administrator     .......................38
  15.4    Administrator Duties                    .......................38
  15.5    Advisors May be Retained                .......................39
  15.6    Delegation of Administrator Duties      .......................39
  15.7    Committee Operating Rules               .......................40

  16    MANAGEMENT OF INVESTMENTS                 .......................41
  16.1    Trust Agreement                         .......................41
  16.2    Investment Funds                        .......................41
  16.3    Authority to Hold Cash                  .......................42
  16.4    Trustee to Act Upon Instructions        .......................42
  16.5    Administrator Has Right to Vote Registered Investment Company 
	      Shares                              .......................42
  16.6    Custom Fund Investment Management       .......................42
  16.7    Authority to Segregate Assets           .......................43
  16.8    Maximum Permitted Investment in Company Stock..................43
  16.9    Participants Have Right to Vote and Tender Company Stock.......43
  16.10    Registration and Disclosure for Company Stock.................44

  17    TRUST ADMINISTRATION                      .......................45
  17.1    Trustee to Construe Trust               .......................45
  17.2    Trustee To Act As Owner of Trust Assets .......................45
  17.3    United States Indicia of Ownership      .......................45
  17.4    Tax Withholding and Payment             .......................46
  17.5    Trustee Duties and Limitations          .......................46
  17.6    Trust Accounting                        .......................46
  17.7    Valuation of Certain Assets             .......................47
  17.8    Legal Counsel                           .......................47
  17.9    Fees and Expenses                       .......................47

  18    RIGHTS, PROTECTION, CONSTRUCTION AND JURISDICTION................48
  18.1    Plan Does Not Affect Employment Rights  .......................48
  18.2    Limited Return of Contributions         .......................48
  18.3    Assignment and Alienation               .......................48
  18.4    Facility of Payment                     .......................49
  18.5    Reallocation of Lost Participant's Accounts....................49
  18.6    Claims Procedure                        .......................49
  18.7    Construction                            .......................50
  18.8    Jurisdiction and Severability           .......................50
  18.9    Indemnification by Employer             .......................50

  19    AMENDMENT, MERGER AND TERMINATION         .......................51
  19.1    Amendment                               .......................51
  19.2    Merger                                  .......................51
  19.3    Plan Termination                        .......................51
  19.4    Termination of Employer's Participation .......................52
  19.5    Replacement of the Trustee              .......................52
  19.6    Final Settlement and Accounting of Trustee.....................52

  APPENDIX A - INVESTMENT FUNDS                   .......................54

  APPENDIX B - PAYMENT OF PLAN FEES AND EXPENSES  .......................55

  APPENDIX C - LOAN INTEREST RATE                 .......................56





                                                                     02/14/94

<PAGE>
1 DEFINITIONS

  When capitalized, the words and phrases below have the following meanings
  unless different meanings are clearly required by the context:

  1.11833 "Account".  The records maintained for purposes of accounting for a
          Participant's interest in the Plan.  "Account" may refer to one or
          all of the following accounts which have been created on behalf of a
          Participant to hold specific types of Contributions under the Plan:

          (a)     "Associate Pre-Tax Account".  An account created to hold
                  Associate Pre-Tax Contributions.

          (b)     "Rollover Account".  An account created to hold Rollover
                  Contributions.

          (c)     "ADVO Matching Account".  An account created to hold ADVO
                  Matching Contributions.

  2.c     "ACP" or "Average Contribution Percentage".  The percentage
          calculated in accordance with Section 12.1.

  3.c     "Administrator".  The Company, which may delegate all or a portion of
          the duties of the Administrator under the Plan to a Committee in
          accordance with Section 15.6.

  4.c     "ADP" or "Average Deferral Percentage".  The percentage calculated in
          accordance with Section 12.1.

  5.c     "Associate".  An individual who is:

          (a)     directly employed by any Related Company and for whom any
                  income for such employment is subject to withholding of
                  income or social security taxes, or

          (b)     a Leased associate.

  6.c     "Beneficiary".  The person or persons who is to receive benefits
          after the death of the Participant pursuant to the "Beneficiary
          Designation" paragraph in Section 11, or as a result of a QDRO.

  7.c     "Code".  The Internal Revenue Code of 1986, as amended.  Reference to
          any specific Code section shall include such section, any valid
          regulation promulgated thereunder, and any comparable provision of
          any future legislation amending, supplementing or superseding such
          section.

  8.c     "Committee".  If applicable, the committee which has been appointed
          by the Company to administer the Plan in accordance with Section
          15.6.

  9.c     "Company".  ADVO, Inc. or any successor by merger, purchase or
          otherwise.




                                                                     02/14/94

<PAGE>
  10.c    "Company Stock".  Shares of common stock of the Company, its
          predecessor(s), or its successors or assigns, or any corporation with
          or into which said corporation may be merged, consolidated or
          reorganized, or to which a majority of its assets may be sold.

  11.c    "Compensation".  The sum of a Participant's Taxable Income and salary
          reductions, if any, pursuant to Code sections 125, 402(e)(3), 402(h),
          403(b), 414(h)(2) or 457.
          For purposes of determining benefits under this Plan, Compensation is
          limited to $200,000 (as indexed for the cost of living pursuant to
          Code sections 401(a)(17) and 415(d)) per Plan Year.  For purposes of
          determining benefits under this Plan for Plan Years beginning after
          December 31, 1993, Compensation is limited to $150,000 (as
          indexed for the cost of living pursuant to Code sections 401(a)(17)
          and 415(d)) per Plan Year.

          For purposes of the preceding sentences, in the case of an HCE who is
          a 5% Owner or one of the 10 most highly compensated Associates, (i)
          such HCE and such HCE's family group (as defined below) shall be
          treated as a single employee and the Compensation of each family
          group member shall be aggregated with the Compensation of such HCE,
          and (ii) the limitation on Compensation shall be allocated
          among such HCE and his or her family group members in proportion to
          each individual's Compensation before the application of this
          sentence.  For purposes of this Section, the term "family group"
          shall mean an Associate's spouse and lineal descendants who have not
          attained age 19 before the close of the year in question.

          For the purpose of determining HCEs and key employees, Compensation
          for the entire Plan Year shall be used.  For the purpose of
          determining ADP and ACP, Compensation shall be limited to amounts
          paid to an Associate while a Participant.

  12.c    "Contribution".  An amount contributed to the Plan by the Employer or
          an Eligible Associate, and allocated by contribution type to
          Participants' Accounts, as described in Section 1.1.  Specific types
          of contribution include:

          (a)     "Associate Pre-Tax Contribution".  An amount contributed on a
                  pre-tax basis in conjunction with a Participant's Code
                  section 401(k) salary deferral election.

          (b)     "Rollover Contribution".  An amount contributed by an
                  Eligible Associate which originated from another employer's
                  qualified plan.

          (c)     "ADVO Matching Contribution".  An amount contributed by the
                  Employer based upon the amount contributed by the eligible
                  Participant.

  13.c    "Contribution Dollar Limit".  The annual limit placed on each
          Participant's Associate Pre-Tax Contributions, which shall be $7,000
          per calendar year (as indexed for the cost of living pursuant to Code
          section 402(g)(5) and 415(d)).  For purposes of this Section, a
          Participant's Associate Pre-Tax Contributions shall include (i) any
          Employer contribution made under any qualified cash or deferred
          arrangement as defined in Code section 401(k) to the extent not
          includible in gross income for the taxable year under Code section
          402(e)(3) or 402(h)(1)(B) (determined without regard to Code section
          402(g)), and (ii) any Employer contribution to purchase an annuity
          contract under Code section 403(b) under a salary reduction agreement
          (within the meaning of Code section 3121(a)(5)(D)).

  14.c    "Disability".  A Participant's total and permanent, mental or
          physical disability resulting in termination of employment as
          evidenced by presentation of medical evidence satisfactory to the
          Administrator.

  15.c    "Effective Date".  October 1, 1992, unless stated otherwise.  The
          date upon which the provisions of this document become effective.  In
          general, the provisions of this document only apply to Participants
          who are Associates on or after the Effective Date.  However,
          investment and distribution provisions apply to all Participants with
          Account balances to be invested or distributed after the Effective
          Date.

  16.c    "Eligible Associate".  A salaried Associate of an Employer, or a
          sales Associate of an Employer employed prior to July 1, 1988
          provided he or she is not and has never been a Highly Compensated
          Employee, except any Associate:

          (a)     whose compensation and conditions of employment are covered
                  by a collective bargaining agreement to which an Employer is
                  a party unless the agreement calls for the Associate's
                  participation in the Plan; or

          (b)     who is treated as an Associate because he or she is a Leased
                  Associate.

  17.b    "Employer".  The Company and any Subsidiary or other Related Company
          of either the Company or a Subsidiary which adopts this Plan with the
          approval of the Company.

  18.b    "ERISA".  The Employee Retirement Income Security Act of 1974, as
          amended.  Reference to any specific section shall include such
          section, any valid regulation promulgated thereunder, and any
          comparable provision of any future legislation amending,
          supplementing or superseding such section.

  19.b    "HCE" or "Highly Compensated Employee".  An Associate described as a
          Highly Compensated Employee in Section 12.

  20.b    "Hour of Service".  Each hour for which an Associate is entitled to:

          (a)     payment for the performance of duties for any Related
                  Company;

          (b)     payment from any Related Company for any period during which
                  no duties are performed (irrespective of whether the
                  employment relationship has terminated) due to vacation,
                  holiday, sickness, incapacity (including disability),
                  layoff, leave of absence, jury duty or military service;




                                                                     02/14/94

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          (c)     back pay, irrespective of mitigation of damages, by award or
                  agreement with any Related Company (and these hours shall be
                  credited to the period to which the agreement pertains); or

          (d)     no payment, but is on a Leave of Absence (and these hours
                  shall be based upon his or her normally scheduled hours per
                  week or a 40 hour week if there is no regular schedule).

          The crediting of hours for which no duties are performed shall be in
          accordance with Department of Labor regulation sections 2530.200b-
          2(b) and (c).  Actual hours shall be used whenever an accurate record
          of hours are maintained for an Associate.  Otherwise, an equivalent
          number of hours shall be credited for each payroll period in
          which the Associate would be credited with at least 1 hour.  The
          payroll period equivalencies are 45 hours weekly, 90 hours biweekly,
          95 hours semimonthly and 190 hours monthly.

          An Associate's service with a predecessor or acquired company shall
          only be counted in the determination of his or her Hours of Service
          for eligibility and/or vesting purposes if (1) the Company directs
          that credit for such service be granted, or (2) a qualified plan of
          the predecessor or acquired company is subsequently maintained by
          any Employer or Related Company.

  21.d    "Ineligible".  An individual during the period in which he or she is
          (1) an Associate of a Related Company which is not then an Employer,
          (2) an Associate, but not an Eligible Associate, or (3) not an
          Associate.

  22.d    "Investment Fund" or "Fund".  An investment fund as described in
          Section 16.2. The Investment Funds authorized by the Administrator as
          of the Effective Date are listed in Appendix A.

  23.d    "Leased Associate".  An individual who is deemed to be an employee of
          any Related Company as provided in Code section 414(n) or (o).

  24.d    "Leave of Absence".  A period during which an individual is deemed to
          be an Associate, but is absent from active employment, provided that
          the absence:

          (a)     was authorized by a Related Company; or

          (b)     was due to military service in the United States armed forces
                  and the individual returns to active employment within the
                  period during which he or she retains employment rights under
                  federal law.

  25.b    "NHCE" or "Non-Highly Compensated Employee".  An Associate described
          as a Non-Highly Compensated Employee in Section 12.

  26.b    "Normal Retirement Date".  The date of a Participant's 65th birthday.




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  27.b    "Owner".  A person with an ownership interest in the capital,
          profits, outstanding stock or voting power of a Related Company
          within the meaning of Code section 318 or 416 (which exclude indirect
          ownership through a qualified plan).

  28.b    "Participant".  An Eligible Associate who begins to participate in
          the Plan after completing the eligibility requirements as described
          in Section 2.1.  An Eligible Employee who makes a Rollover
          Contribution prior to completing the eligibility requirements as
          described in Section 2.1 shall also be considered a Participant
          except for purposes of provisions related to Contributions (other
          than a Rollover Contribution).  A Participant's participation
          continues until his or her employment with all Related Companies ends
          and his or her Account is distributed or forfeited.

  29.b    "Pay".  The base pay, overtime, bonus and commissions paid to an
          Eligible Associate by an Employer while a Participant during the
          current period.

          Pay is neither increased nor decreased by any salary credit or
          reduction pursuant to Code sections 125 or 402(e)(3).  Pay is limited
          to $200,000 (as indexed for the cost of living pursuant to Code
          sections 401(a)(17) and 415(d)) per Plan Year.  Pay is limited to
          $150,000 (as indexed for the cost of living pursuant to Code sections
          401(a)(17) and 415(d)) per Plan Year effective for Plan Years
          beginning after December 31, 1993.

  30.b    "Plan".  The ADVO 401(k) Savings Plan set forth in this document, as
          from time to time amended.

  31.b    "Plan Year".  The annual accounting period of the Plan and Trust
          which ends on each December 31.

  32.b    "QDRO".  A domestic relations order which the Administrator has
          determined to be a qualified domestic relations order within the
          meaning of Code section 414(p).

  33.b    "Related Company".  With respect to any Employer, that Employer and
          any corporation, trade or business which is, together with that
          Employer, a member of the same controlled group of corporations, a
          trade or business under common control, or an affiliated service
          group within the meaning of Code section 414(b), (c), (m) or (o).

  34.b    "Settlement Date".  The date on which the transactions from the most
          recent Trade Date are settled.

  35.b    "Spousal Consent".  The written consent given by a spouse to a
          Participant's election (or waiver) of a specified form of benefit,
          including a loan or in-service withdrawal, or Beneficiary
          designation.  The spouse's consent must acknowledge the effect on the
          spouse of the Participant's election, waiver or designation and be
          duly witnessed by a Plan representative or notary public.  Spousal
          Consent shall be valid only with respect to the spouse who signs the
          Spousal Consent and only for the particular choice made by the
          Participant which requires Spousal Consent.  A Participant may
          revoke (without Spousal Consent) a prior election, waiver or
          designation that required Spousal Consent at any time before payments
          begin.  Spousal Consent also means a determination by the
          Administrator that there is no spouse, the spouse cannot be
          located, or such other circumstances as may be established by
          applicable law.

  36.b    "Subsidiary".  A company which is 50% or more owned, directly or
          indirectly, by the Company.

  37.b    "Sweep Account".  The subsidiary Account for each Participant through
          which all transactions are processed, which is invested in interest
          bearing deposits of the Trustee.

  38.b    "Sweep Date".  The cut off date and time for receiving instructions
          for transactions to be processed on the next Trade Date.

  39.b    "Taxable Income".  Compensation in the amount reported by the
          Employer as "Wages, tips, other compensation" on Form W-2, or any
          successor method of reporting under Code section 6041(d).

  40.b    "Trade Date".  Each day the Investment Funds are valued, which is
          normally every day the assets of such Funds are traded.

  41.b    "Trust".  The legal entity created by those provisions of this
          document which relate to the Trustee.  The Trust is part of the Plan
          and holds the Plan assets which are comprised of the aggregate of
          Participants' Accounts.

  42.b    "Trustee".  Wells Fargo Bank, National Association.




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2 ELIGIBILITY

  1.b     Eligibility

          All Participants as of October 1, 1992 shall continue their
          eligibility to participate.  Each other Eligible Associate shall
          become a Participant on the first day of the next month after the
          date he or she completes a 12 month eligibility period in which he or
          she is credited with at least 1,000 Hours of Service.  The initial
          eligibility period begins on the date an Associate first performs an
          Hour of Service.  Subsequent eligibility periods begin with the start
          of each Plan Year beginning after the first Hour of Service
          is performed.

  2.b     Ineligible Associates

          If an Associate completes the above eligibility requirements, but is
          Ineligible at the time participation would otherwise begin (if he or
          she were not Ineligible), he or she shall become a Participant on the
          first subsequent date on which he or she is an Eligible Associate.

  3.b     Ineligible or Former Participants

          A Participant may not make or share in Plan Contributions, nor
          generally be eligible for a new Plan loan, during the period he or
          she is Ineligible, but he or she shall continue to participate for
          all other purposes.  An Ineligible Participant or former Participant
          shall automatically become an active Participant on the date he or
          she again becomes an Eligible Associate.




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3 PARTICIPANT CONTRIBUTIONS

  1.b     Associate Pre-Tax Contribution Election

          Upon becoming a Participant, an Eligible Associate may elect to
          reduce his or her Pay by an amount which does not exceed the
          Contribution Dollar Limit, within the limits described in the
          Contribution Percentage Limits paragraph of this Section 3, and have
          such amount contributed to the Plan by the Employer as an Associate
          Pre-Tax Contribution.  The election shall be made in advance as a
          whole percentage of Pay on such form and with such advance notice as
          may be prescribed by the Administrator.  In no event shall an
          Associate's Associate Pre-Tax Contributions under the Plan and
          all other plans, contracts or arrangements of all Related Companies
          exceed the Contribution Dollar Limit for the Associate's taxable year
          beginning in the Plan Year.

  2.b     Changes

          A Participant who is an Eligible Associate may change his or her
          Associate Pre-Tax Contribution election at any time by giving the
          Administrator such advance notice as it requires.  The changed
          percentage shall become effective with the first payroll of the
          month paid after such date.  Participants' Contribution election
          percentages shall automatically apply to Pay increases or decreases.

  3.b     Stopping Contributions

          A Participant may revoke his or her Contribution election at any time
          by giving written notice to the Administrator, and such election
          shall be effective with the first payroll paid after such date.  A
          Participant may contribute again by making a new Contribution
          election at the same time and in the same manner in which a
          Participant may change his or her election.

  4.b     Contribution Percentage Limits

          The Administrator may establish (and subsequently change) the maximum
          Associate Pre-Tax Contribution percentage, prospectively or
          retrospectively (for the current Plan Year), for all Participants.
          In addition, the Administrator may establish any lower percentage
          limits for Highly Compensated Associates as it deems necessary.  As
          of the Effective Date, the Associate Pre-Tax Contribution maximum
          percentage is 10%.
          Irrespective of the limits that may be established by the
          Administrator in accordance with this paragraph, in no event shall
          the contributions made by or on behalf of a Participant for a Plan
          Year exceed the maximum allowable under Code section 415.

  5.b     Refunds When Contribution Dollar Limit Exceeded

          A Participant who makes Associate Pre-Tax Contributions for a
          calendar year to this and any other qualified defined contribution
          plan in excess of the Contribution Dollar Limit may notify the
          Administrator in writing by the following March 1 (or as late as
          April 14 if allowed by the Administrator) that an excess has
          occurred.  In this event, the amount of the excess specified by the
          Participant, adjusted for investment gain or loss, shall be refunded
          to him or her by April 15 and shall not be included as an Annual
          Addition under Code section 415 for the year contributed.  Refunds
          shall not include investment gain or loss for the period between the
          end of the applicable Plan Year and the date of distribution.
          However, for Plan Years ending before December 31, 1993, refunds
          shall include investment gain or loss for the period between the end
          of the applicable Plan Year and the date of distribution.   Any Advo
          Matching Contributions attributable to refunded excess Associate Pre-
          Tax Contributions as described in this Section shall be deemed a
          Contribution made by reason of a mistake of fact and removed from the
          Participant's Account.

  6.b     Timing, Posting and Tax Considerations

          Participants' Contributions, other than Rollover Contributions, may
          only be made through payroll deduction.  Such amounts shall be paid
          to the Trustee in cash and posted to each Participant's Account(s) as
          soon as such amounts can reasonably be separated from the Employer's
          general assets and balanced against the specific amount made on
          behalf of each Participant.  In no event, however, shall such amounts
          be paid to the Trustee more than 90 days after the date amounts are
          deducted from a Participant's Pay or 30 days after the end of the
          Plan Year in which deducted.  Associate Pre-Tax Contributions shall
          be treated as employer contributions in determining tax deductions
          under Code section 404(a).




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<PAGE>
4 ROLLOVERS & TRUST-TO-TRUST TRANSFERS

  1.b     Rollovers

          The Administrator may authorize the Trustee to accept a rollover
          contribution, within the meaning of Code section 402(c) or
          408(d)(3)(A)(ii), either from an Eligible Associate in cash or
          effective January 1, 1993, as a Direct Rollover, as such term is
          defined in Section 11, from another qualified plan on behalf of the
          Eligible Employee, even if he or she is not yet a Participant.  The
          Associate shall be responsible for furnishing satisfactory evidence
          to the Administrator that the amount is eligible for rollover
          treatment.  A rollover contribution received directly from an
          Eligible Associate must be paid to the Trustee in cash within 60 days
          after the date received by the Eligible Associate from a qualified
          plan or conduit individual retirement account.  Contributions
          described in this paragraph shall be posted to the applicable
          Associate's Rollover Account as of the date received by the Trustee.

          If it is later determined that an amount transferred pursuant to the
          above paragraph did not in fact qualify as a rollover contribution
          under Code section 402(c) or 408(d)(3)(A)(ii), the balance credited
          to the Associate's Rollover Account shall immediately be (1)
          segregated from all other Plan assets, (2) treated as a nonqualified
          trust established by and for the benefit of the Associate, and (3)
          distributed to the Associate.  Any such nonqualifying rollover shall
          be deemed never to have been a part of the Plan.

  2.b     Transfers From Other Qualified Plans

          The Administrator may instruct the Trustee to receive assets in cash
          or in kind directly from another qualified plan.  The Trustee may
          refuse the receipt of any transfer if:

          (a)     the Trustee finds the in-kind assets unacceptable,

          (b)     instructions for posting amounts to Participants' Accounts
                  are incomplete,

          (c)     any amounts are not exempted by Code section 401(a)(11)(B)
                  from the annuity requirements of Code section 417, or

          (d)     any amounts include benefits protected by Code section
                  411(d)(6) which would not be preserved under applicable Plan
                  provisions.

          Such amounts shall be posted to the appropriate Accounts of
          Participants as of the date received by the Trustee.




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<PAGE>
5 EMPLOYER CONTRIBUTIONS

  1.d     ADVO Matching Contributions

          (a)     Frequency and Eligibility.  For each period for which
                  Participants' Contributions are made, the Employer shall make
                  ADVO Matching Contributions as described in the following
                  Allocation Method paragraph on behalf of each Participant who
                  contributed during the period.

          (b)     Allocation Method.  The ADVO Matching Contributions for each
                  period shall total 100% of each eligible Participant's
                  Associate Pre-Tax Contributions for the period, provided that
                  no ADVO Matching Contributions shall be made based upon a
                  Participant's Contributions in excess of 6% of his or her
                  Pay.

          (c)     Timing, Medium and Posting.  The Employer shall make each
                  period's ADVO Matching Contribution in cash as soon as is
                  feasible, and not later than the Employer's federal tax
                  filing date, including extensions, for deducting such
                  Contribution.  The Trustee shall post such amount to each
                  Participant's ADVO Matching Account once the total
                  Contribution received has been balanced against the specific
                  amount to be credited to each Participant's ADVO Matching
                  Account.




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<PAGE>
6 ACCOUNTING

  1.c     Individual Participant Accounting

          The Administrator shall maintain an individual set of Accounts for
          each Participant in order to reflect transactions both by type of
          Contribution and investment medium.  Financial transactions shall be
          accounted for at the individual Account level by "posting" each
          transaction to the appropriate Account of each affected Participant.
          Participants' Account values shall be maintained in shares for the
          Investment Funds and in dollars for their Sweep and Participant loan
          Accounts.  At any point in time, the Account value shall be
          determined using the most recent Trade Date values provided
          by the Trustee.

  2.c     Sweep Account is Transaction Account

          All transactions related to amounts being contributed to or
          distributed from the Trust shall be posted to each affected
          Participant's Sweep Account.  Any amount held in the Sweep Account
          will be credited with interest up until the Settlement Date or the
          later date on which it is removed from the Sweep Account.

  3.c     Trade Date Accounting and Investment Cycle

          Participant Account values shall be determined as of each Trade Date.
          For any transaction to be processed as of a Trade Date, the Trustee
          must receive all transaction instructions by the Sweep Date.  Such
          instructions shall apply to amounts held in the Account on that Sweep
          Date.  Financial transactions of the Investment Funds shall be posted
          to Participants' Accounts as of the Trade Date and based upon
          the Trade Date values provided by the Trustee.  All Trade Date
          transactions shall be effected on the Settlement Date relating to
          that Trade Date (or as soon thereafter as is administratively
          feasible).

  4.c     Accounting for Investment Funds

          Investments in each Investment Fund shall be maintained in shares.
          The Trustee is responsible for determining the share values of each
          Investment Fund as of each Trade Date.  To the extent an Investment
          Fund is comprised of collective investment funds of the Trustee, the
          net asset and share values shall be determined in accordance with
          the rules governing such collective investment funds, which are
          incorporated herein by reference.  All other net asset and share
          values shall be determined by the Trustee.  The net asset value of
          each Investment Fund shall be based on the fair market value
          of its underlying assets.

  5.c     Payment of Fees and Expenses

          Plan fees and expenses including administrative fees, Trustee fees,
          fees for government annual report preparation, audit and legal fees,
          and fees for nondiscrimination testing and any other special services
          shall be paid from the Trust, and charged to Participants in the form
          of an Account maintenance fee to the extent that such fees and
          expenses are not paid by the Employer directly.  See Appendix B
          for a breakdown of which fees and expenses shall generally be borne
          by the Trust (and charged to individual Participants' Accounts) and
          those that shall be paid by the Employer.  The Trustee shall have the
          authority to pay any such fees and expenses, which remain unpaid by
          the Employer for 60 days, from the Trust.

  6.c     How Fees and Expenses are Charged to Participants

          Account maintenance fees which are not paid by the Employer shall be
          charged to each Participant's Account on a per Participant basis,
          provided that no fee shall reduce a Participant's Account balance
          below zero.  Transaction type fees (such as investment election
          change fees, loan fees, etc.) shall be charged to the Participant's
          Account involved in the transaction.  Fees and expenses incurred for
          the management and maintenance of Investment Funds shall be charged
          at the Investment Fund level and reflected in the net gain or loss of
          each Fund (unless the Employer makes such payment directly).  The
          Employer may pay a lower portion of the fees and expenses allocable
          to the Accounts of Participants who are no longer Associates or
          Beneficiaries than for active Associates.

  7.c     Accounting for Participant Loans

          Participant loans shall be held in a separate Account of the
          Participant and accounted for in dollars as an earmarked asset of the
          borrowing Participant's Account.

  8.c     Error Correction

          The Administrator may correct any errors or omissions in the
          administration of the Plan by restoring any Participant's Account
          balance with the amount that would be credited to the Account had no
          error or omission been made.  Funds necessary for any such
          restoration shall be provided through payment made by the Employer.

  9.c     Participant Statements

          The Administrator shall provide Participants with statements of their
          Accounts as soon after the end of each quarter of the Plan Year as is
          administratively feasible.

  10.c    Special Accounting During Conversion Period

          The Administrator and Trustee may use any reasonable accounting
          methods in performing their respective duties during the period of
          converting the prior accounting system of the Plan and Trust to
          conform to the individual Participant accounting system described in
          this Section.  This includes, but is not limited to, the method for
          allocating net investment gains or losses and the extent, if any, to
          which contributions received by and distributions paid from the Trust
          during this period share in such allocation.  Trust assets may be
          held, during the conversion period, in any investment vehicle
          permitted by the Plan, as directed by the Administrator, irrespective
          of Participant investment elections.




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<PAGE>
  11.c    Accounts for QDRO Beneficiaries

          A separate Account shall be established for an alternate payee
          entitled to any portion of a Participant's Account under a QDRO as of
          the date and in accordance with the directions specified in the QDRO.
          In addition, a separate Account may be established during the period
          of time the Administrator, a court of competent jurisdiction or other
          appropriate person is determining whether a domestic relations order
          qualifies as a QDRO.  Such a separate Account shall be valued and
          accounted for in the same manner as any other Account.

          (a)     Distributions Pursuant to QDROs.  If a QDRO so provides, the
                  portion of a Participant's Account payable to an alternate
                  payee may be distributed, in a form as permissible under the
                  Distribution Once Employment Ends Section, to the alternate
                  payee at the time specified in the QDRO, regardless of
                  whether the Participant is entitled to a distribution from
                  the Plan at such time.

          (b)     Participant Loans.  To the extent permitted by law, an
                  alternate payee, on whose behalf a separate Account has been
                  established, shall not be entitled to borrow from such
                  Account. If a QDRO specifies that the alternate payee is
                  entitled to any portion of the Account of a Participant who
                  has an outstanding loan balance, all outstanding loans shall
                  generally continue to be held in the Participant's Account
                  and shall not be divided between the Participant's and
                  alternate payee's Accounts.

          (c)     Investment Direction.  Where a separate Account has been
                  established on behalf of an alternate payee and has not yet
                  been distributed, the alternate payee may direct the
                  investment of such Account in the same manner as if he
                  or she were a Participant.




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<PAGE>
7 INVESTMENT FUNDS AND ELECTIONS

  1.c     Investment Funds

          Except for Participants' Sweep and loan Accounts, the Trust shall be
          maintained in various Investment Funds.  The Administrator shall
          select the Investment Funds available to Participants and may change
          the number or composition of the Investment Funds, subject to the
          terms and conditions agreed to with the Trustee.  A list of the
          Investment Funds available as of the Effective Date is contained in
          Appendix A.

  2.c     Investment Fund Elections

          Each Participant (or Beneficiary) shall make a single election
          covering all of his or her Contribution Accounts.  A Participant (or
          Beneficiary) shall make his or her investment election in any
          combination of whole percentage increments of one or any number of
          the Investment Funds offered.  Each election shall specify whether it
          applies only to the amounts not yet received by the Trustee or to
          both such future amounts and the current Account balance.  The
          Administrator may set a maximum percentage of the total election that
          a Participant may direct into any specific Investment Fund, which
          maximum is described in Appendix A.

  3.c     Responsibility for Investment Choice

          Each Participant shall be solely responsible for the selection of his
          or her Investment Fund choices.  No fiduciary with respect to the
          Plan is empowered to advise a Participant as to the manner in which
          his or her Accounts are to be invested, and the fact that an
          Investment Fund is offered shall not be construed to be a
          recommendation for investment.

  4.c     Default if No Election

          The Administrator shall specify an Investment Fund for the investment
          of that portion of a Participant's Account which is not yet held in
          an Investment Fund and for which no valid investment election is on
          file.

  5.c     Timing

          A Participant shall make his or her initial investment election upon
          becoming a Participant and may change his or her election at any time
          in accordance with the procedures established by the Administrator
          and Trustee.  Investment elections received by the Trustee by the
          Sweep Date deadline will be effective on the next following Trade
          Date.

  6.c     Switching Fees

          A reasonable processing fee may be charged directly to a
          Participant's Account for investment election changes in excess of a
          specified number per Plan Year as determined by the Administrator.




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<PAGE>
8 VESTING & FORFEITURES

  1.c     Fully Vested Contribution Accounts

          A Participant shall be fully vested in all Accounts at all times.




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<PAGE>
9 PARTICIPANT LOANS

  1.c     Participant Loans Permitted

          Loans to Participants are permitted pursuant to the terms and
          conditions set forth in this Section.  All loan limits are determined
          as of the date the Trustee reserves funds for the loan.  The funds
          will be disbursed to the Participant as soon as is administratively
          feasible after the next following Settlement Date.

  2.c     Loan Funding Limits

          The loan amount must meet all of the following limits:

          (a)     Plan Minimum Limit.  The minimum amount for any loan is
                  $1,000.

          (b)     Plan Maximum Limit.  Subject to the legal limit described in
                  (c) below, the maximum a Participant may borrow, including
                  the outstanding balance of existing Plan loans, is 100% of
                  the following Accounts which are fully vested:

                          Associate Pre-Tax Account
                          ADVO Matching Account
                          Rollover Account

          (c)     Legal Maximum Limit.  The maximum a Participant may borrow,
                  including the outstanding balance of existing Plan loans, is
                  50% of his or her vested Account balance, not to exceed
                  $50,000.  However, the $50,000 maximum is reduced by the
                  Participant's highest outstanding loan balance during the 12
                  month period ending on the day before the Sweep Date on which
                  the loan is made.  For purposes of this paragraph, the
                  qualified plans of all Related Companies shall be treated as
                  though they are part of this Plan to the extent it would
                  decrease the maximum loan amount.

  3.c     Maximum Number of Loans

          A Participant may have only one loan outstanding at any given time.

  4.c     Source of Loan Funding

          A loan to a Participant shall be made solely from the assets of his
          or her own Accounts.  The available assets shall be determined first
          by Account type and then by investment type within each type of
          Account.  The hierarchy for loan funding by type of Account shall be
          the order listed in the preceding Plan Maximum Limit paragraph.
          Within each Account used for funding, amounts shall first be taken
          from the Sweep Account and then taken by type of investment in direct
          proportion to the market value of the Participant's interest in each
          Investment Fund as of the Sweep Date on which the loan is made.




                                                                     02/14/94

<PAGE>
  5.c     Interest Rate

          The interest rate charged on Participant loans shall be a fixed
          reasonable rate of interest, determined from time to time by the
          Administrator, which provides the Plan with a return commensurate
          with the prevailing interest rate charged by persons in the
          business of lending money for loans which would be made under similar
          circumstances.  As of the Effective Date the interest rate is
          determined as set forth in Appendix C.

  6.c     Repayment

          Substantially level amortization shall be required of each loan with
          payments made at least monthly, generally through payroll deduction.
          Loans may be prepaid in full or in part at any time.  The loan
          repayment period shall be as mutually agreed upon by the Participant
          and Administrator, not to exceed 5 years.  However, the term may be
          for any period not to exceed 15 years if the purpose of the loan is
          to acquire the Participant's principal residence.

  7.c     Repayment Hierarchy

          Loan principal repayments shall be credited to the Participant's
          Accounts in the inverse of the order used to fund the loan.  Loan
          interest shall be credited to the Participant's Accounts in direct
          proportion to the principal repayment.  Loan payments are credited
          by investment type based upon the Participant's current investment
          election for new Contributions.

  8.c     Loan Application, Note and Security

          A Participant shall apply for any loan in such manner and with such
          advance notice as prescribed by the Administrator.  All loans shall
          be evidenced by a promissory note, secured only by the portion of the
          Participant's Account from which the loan is made, and the Plan shall
          have a lien on this portion of his or her Account.

  9.c     Default, Suspension and Call Feature

          (a)     Default.  A loan is treated as a default if scheduled loan
                  payments are more than 90 days late, provided that the
                  Administrator may agree to a suspension of loan payments for
                  up to 6 months for a Participant who is on a Leave of
                  Absence.  A Participant shall then have 30 days from the time
                  he or she receives written notice of the default and a demand
                  for past due amounts to cure the default before it becomes
                  final.

          (b)     Actions upon Default.  In the event of default, the
                  Administrator may direct the Trustee to report the default as
                  a taxable distribution.  As soon as a Plan withdrawal or
                  distribution to such Participant would otherwise be
                  permitted, the Administrator may instruct the Trustee to
                  execute upon its security interest in the Participant's
                  Account by distributing the note to the Participant.




                                                                     02/14/94

<PAGE>
          (c)     Call Feature.  The Administrator shall have the right to call
                  any Participant loan once employment with all Related
                  Companies has terminated or if the Plan is terminated.

  10.c    Spousal Consent

          A Participant is not required to obtain Spousal Consent in order to
          take out a loan under the Plan.




                                                                     02/14/94

<PAGE>
10        IN-SERVICE WITHDRAWALS

  1.c     Withdrawals for Hardship

          (a)     Requirements.  A Participant who is an Associate may request
                  the withdrawal of any amount necessary to satisfy a financial
                  need including amounts necessary to pay any federal, state or
                  local income taxes or penalties reasonably anticipated to
                  result from the distribution, by submitting a completed
                  withdrawal request form to the Administrator.  The
                  Administrator shall only approve those requests for
                  withdrawals (1) on account of a Participant's "Deemed
                  Financial Need", and (2) which are "Deemed Necessary"
                  to satisfy the financial need.

          (b)     "Deemed Financial Need".  Financial commitments relating to:

                  (1)     unreimbursable medical expenses described under Code
                          section 213(d) incurred (or to be incurred) by the
                          Associate, his or her spouse or his or her
                          dependents;

                  (2)     the purchase (excluding mortgage payments) of the
                          Associate's principal residence;

                  (3)     the payment of unreimbursable tuition and related
                          educational fees for up to the next 12 months of
                          post-secondary education for the Associate, his or
                          her spouse or dependents;

                  (4)     the need to pay for the funeral expenses of a family
                          member;

                  (5)     the need for the Associate to prevent losing his or
                          her principal residence through eviction or
                          foreclosure on the mortgage; or

                  (6)     any other circumstance specifically permitted under
                          Code section 401(k)(2)(B)(i)(IV).

          (c)     "Deemed Necessary".  A withdrawal is "deemed necessary" to
                  satisfy the financial need only if all of these conditions
                  are met:

                  (1)     the withdrawal amount does not exceed the financial
                          need;

                  (2)     the Associate has obtained all other possible
                          withdrawals and nontaxable loans available from all
                          plans maintained by Related Companies;

                  (3)     the Administrator shall suspend the Associate from
                          making any  contributions to this Plan, all other
                          qualified and nonqualified plans of deferred
                          compensation and all stock option or stock purchase
                          plans maintained by any Related Company for 12
                          months from the date the withdrawal payment is
                          processed; and




                                                                     02/14/94

<PAGE>
                  (4)     the Administrator shall reduce the Contribution
                          Dollar Limit for the calendar year next following the
                          calendar year of the hardship withdrawal by the
                          amount of the Associate's Associate Pre-Tax
                          Contributions for the calendar year of the hardship
                          withdrawal.

          (d)     Account Sources for Withdrawal.  The withdrawal amount shall
                  come only from the Participant's fully vested Accounts, in
                  the following priority order:

                          Rollover Account
                          Associate Pre-Tax Account

                  The amount that may be withdrawn from a Participant's
                  Associate Pre-Tax Account shall not include any earnings
                  credited to his or her Associate Pre-Tax Contribution
                  Account.

          (e)     Permitted Frequency.  There is no restriction on the number
                  of times a Participant may withdraw from these Accounts on
                  account of hardship.

  2.e     Rollover Account Withdrawals

          (a)     Amount Permitted.  A Participant who is an Associate may
                  withdraw up to the entire balance from his or her Rollover
                  Account.

          (b)     Permitted Frequency.  There is no restriction on the number
                  of times a Participant may withdraw from this Account.

          (c)     Suspension from Further Contributions.  A withdrawal from a
                  Participant's Rollover Account shall not affect his or her
                  ability to make further Contributions.

  3.c     Withdrawals for Participants over Age 70*



                           AMENDMENT NO. 1
                                TO THE
                  ADVO 401(K) SAVINGS PLAN AND TRUST


        WHEREAS, ADVO, Inc. (the "Company"), approved and adopted the ADVO-
System Inc. Advantage 1 Savings Plan as renamed effective October 1, 1992, the
ADVO 401(k) Savings Plan (the "Plan") and Trust Agreement (the "Trust") which
were originally effective January 1, 1988 and most recently restated effective
October 1, 1992;

        WHEREAS, Section 19.1 of the Plan and Trust provides that the Company
reserves the right to amend the Plan and Trust;

        NOW THEREFORE RESOLVED, that Sections 1, 13 and 14 are amended
effective October 1, 1992, Section 13 is amended effective January 1, 1995 and
Section 11 is amended effective as of the execution date of this Amendment as
follows:

Effective October 1, 1992:

1.      Section 1 is amended to restate the first full paragraph of Subsection
        1.20 in its entirety as follows:

        1.20   "Hour of Service".

         The crediting of hours for which no duties are performed shall
         be in accordance with Department of Labor regulation sections
         2530.200b-2(b) and (c).  Actual hours shall be used whenever an
         accurate record of hours are maintained for an Employee.
         Otherwise, an equivalent number of hours shall be credited for
         each payroll period in which the Employee would be credited with
         at least 1 hour.  An Employee will be credited with the payroll
         period equivalency that corresponds to the frequency with which
         he or she is paid as follows; an Employee paid on a weekly basis
         shall be credited with 45 hours weekly, an Employee paid on a
         biweekly basis shall be credited with 90 hours biweekly, an
         Employee paid on a semimonthly basis shall be credited with 95
         hours semimonthly and an Employee paid on a monthly basis shall
         be credited with 190 hours monthly.

2.      Section 13 is amended to restate Subsections 13.6 and 13.7 each in its
        entirety as follows:

        13.6   "Defined Benefit Fraction" Defined

         The fraction, for any Plan Year, where the numerator is the
         "projected annual benefit" and the denominator is the greater of
         125% of the "protected current accrued benefit" or the normal
         limit which is the lesser of (1) 125% of the maximum dollar
         limitation provided under Code section 415(b)(1)(A) for the Plan
         Year or (2) 140% of the amount which may be taken into account
         under Code section 415(b)(1)(B) for the Plan Year, where a
         Participant's:


<PAGE>

 ADVO                                              AMENDMENT NO. 1
 401(K) SAVINGS PLAN AND TRUST

         (a)     "projected annual benefit" is the sum of the annual
                 retirement benefits (adjusted to an actuarially
                 equivalent straight life annuity if such benefit
                 is expressed in a form other than a straight life or
                 qualified joint and survivor annuity) to which the
                 Participant would be entitled under the terms of all
                 defined benefit plans of all Related Companies, as
                 calculated assuming that (1) the Participant will
                 continue in employment until normal retirement age under
                 such plans (or his or her current age, if later) and (2)
                 the Participant's Taxable Income for the current Plan
                 Year and all other relevant factors used to determine
                 benefits under such plans will remain constant for all
                 future Plan Years.

         (b)     "projected current accrued benefit" is the projected
                 annual benefit, as calculated assuming that such plans
                 provided the Participant the maximum annual retirement
                 benefits permitted under Code section 415(b); provided,
                 however, that:

                 (1)    if the Participant was a participant as of the
                        first Plan Year beginning after December 31, 1986
                        in one or more defined benefit plans maintained
                        by any Related Company which were in existence on
                        May 6, 1986, the denominator of the Defined
                        Benefit Fraction will not be less than 125% of
                        the sum of the annual benefits under such plans
                        which the Participant had accrued as of the close
                        of the last Plan Year beginning before
                        January 1, 1987, disregarding any changes in the
                        terms and conditions of such plans after May 5,
                        1986; and

                 (2)    if the Participant was a participant as of the
                        first day of the first Plan Year beginning after
                        December 31, 1982 in one or more defined benefit
                        plans maintained by any Related Company which
                        were in existence on July 1, 1982, the
                        denominator of the Defined Benefit Fraction will
                        not be less than the sum of the annual benefits
                        under such plans which the Participant had
                        accrued as of the close of the last Plan Year
                        beginning before January 1, 1983, disregarding
                        any changes in the terms and conditions of such
                        plans after June 30, 1982.

        13.7   "Defined Contribution Fraction" Defined

         The fraction where the numerator is the sum of the Participant's
         Annual Addition for each Plan Year to date and the denominator
         is the sum of the "annual amounts" for each year in which the
         Participant has performed service with a Related Company.  The
         "annual amount" for any Plan Year is the lesser of (1) 125% of
         the Code section 415(c)(1)(A) dollar limitation (determined
         without regard to subsection (c)(6)) in effect for the Plan Year
         and (2) 140% of the Code section 415(c)(1)(B) amount in effect
         for the Plan Year, where:


<PAGE>

 ADVO                                              AMENDMENT NO. 1
 401(K) SAVINGS PLAN AND TRUST

         (a)     each Annual Addition is determined pursuant to the Code
                 section 415(c) rules in effect for such Plan Year;

         (b)     if the Participant was a participant as of the first day
                 of the first Plan Year beginning after December 31,
                 1986, in one or more defined contribution plans
                 maintained by any Related Company which were in
                 existence on May 6, 1986, the numerator of the Defined
                 Contribution Fraction will be adjusted if the sum of
                 such fraction and the Defined Benefit Fraction would
                 otherwise exceed 1.0.  Under the adjustment, an
                 amount equal to the product of (1) the excess of the sum
                 of the two Fractions over 1.0, times (2) the denominator
                 of the Defined Contribution Fraction, will be
                 permanently subtracted from the numerator of the
                 Defined Contribution Fraction.  The adjustment is
                 calculated using such fractions as they would be
                 computed as of the end of the last Plan Year beginning
                 before January 1, 1987 and disregarding any changes in
                 the terms and conditions of such plans after May 5,
                 1986, but using the Code section 415(c) limitation
                 applicable to the first Plan Year beginning on or after
                 January 1, 1987; provided, however, that the Annual
                 Additions for any Plan Year beginning before January 1,
                 1987 shall not be recomputed to treat all voluntary
                 contributions as Annual Additions; and

         (c)     if the Participant was a participant as of the first day
                 of the first Plan Year beginning after December 31,
                 1982, in one or more defined contribution plans
                 maintained by any Related Company which were in
                 existence on July 1, 1982, the numerator of the Defined
                 Contribution Fraction will be adjusted if the sum of
                 such fraction and the Defined Benefit Fraction would
                 otherwise exceed 1.0.  Under the adjustment, an
                 amount equal to the product of (1) the excess of the sum
                 of the two Fractions over 1.0, times (2) the denominator
                 of the Defined Contribution Fraction, will be
                 permanently subtracted from the numerator of the
                 Defined Contribution Fraction.  The adjustment is
                 calculated using such fractions as they would be
                 computed as of the end of the last Plan Year beginning
                 before January 1, 1983 and disregarding any changes in
                 the terms and conditions of such plans after June 30,
                 1982, but using the Code section 415(c) limitation
                 applicable to the first Plan Year beginning on or after
                 January 1, 1983.

3.      Section 14 is amended to restate Subsections 14.1(b),  14.2(a) and (b)
        each in its entirety as follows:

        14.1   Top Heavy Definitions

         When capitalized, the following words and phrases have the
         following meanings when used in this Section:

         (b)     "Determination Date".  The last day of the preceding
                 Plan Year, or with regard to the Plan's initial Plan
                 Year, the last day of that Plan Year.


<PAGE>

 ADVO                                              AMENDMENT NO. 1
 401(K) SAVINGS PLAN AND TRUST

        14.2   Special Contributions

         (a)     Minimum Contribution Requirement.  For each Plan Year in
                 which the Plan is Top Heavy, the Employer shall not
                 allow any contributions (other than a Rollover
                 Contribution) to be made by or on behalf of any Key
                 Employee unless the Employer makes a contribution (other
                 than Associate Pre-Tax and ADVO Matching Contributions)
                 on behalf of all Participants who were Eligible
                 Employees as of the last day of the Plan Year in an
                 amount equal to at least 3% of each such Participant's
                 Taxable Income.

         (b)     Overriding Minimum Benefit.  Notwithstanding,
                 contributions shall be permitted on behalf of Key
                 Employees if the Employer also maintains a defined
                 benefit plan which automatically provides a benefit
                 which satisfies the Code section 416(c)(1) minimum
                 benefit requirements, as modified by substituting "3
                 percent" for "2 percent" and by increasing (but not by
                 more than 10 percentage points) 20 percent by 1
                 percentage point for each year for which such plan was
                 taken into account, if applicable.  If this Plan is part
                 of an aggregation group in which a Key Employee is
                 receiving a benefit and no minimum is provided in any
                 other plan, a minimum contribution of at least 3% of
                 Taxable Income shall be provided to the Employees
                 specified in the preceding paragraph of this plan.  In
                 addition, the Employer may offset a defined benefit
                 minimum by contributions (other than Pre-Tax and ADVO
                 Matching Contributions) made to this Plan.

Effective January 1, 1995:

1.      Section 13 is amended to restate Subsection 13.2 in its entirety as
        follows:

        13.2   Maximum Annual Addition

         The Annual Addition to a Participant's accounts under this Plan
         and any other defined contribution plan maintained by any
         Related Company for any Plan Year shall not exceed the lesser of
         (1) 25% of his or her Taxable Income or (2) $30,000 (as adjusted
         for the cost of living pursuant to Code section 415(d)).

Effective The Execution Date Of This Amendment:

1.      Section 11 is amended to restate Subsection 11.3 in its entirety as
        follows:

        11.3   Distribution of Small Amounts

         If, after a Participant's employment with all Related Companies
         ends, the Participant's vested Account balance is $3,500 or
         less, and if at the time of any prior withdrawal or distribution
         the Participant's vested Account balance did not exceed $3,500,
         the Participant's benefit shall be paid as a single lump sum as
         soon as administratively feasible in accordance with procedures
         prescribed by the Administrator.



Date:                    ,19     ADVO, INC.

                                 By:

                                 Title:



The provisions of the above amendment which relate to the Trustee are hereby
approved and executed.

Date:                   ,19      WELLS FARGO BANK, NATIONAL ASSOCIATION

                                 By:

                                     Title:

Date:                   ,19     WELLS FARGO BANK, NATIONAL ASSOCIATION


                                 By:
                                     Title:




							    EXHIBIT 23


                     Consent of Independent Auditors


We consent to the reference to our firm under the caption "Interests of Named
Experts and Counsel" in the Registration Statement (Form S-8 number not yet
assigned) pertaining to the ADVO, Inc. 401(k) Savings Plan and to the
incorporation by reference therein of our report dated October 24, 1995, with
respect to the consolidated financial statements and schedules of ADVO, Inc.
incorporated by reference and included in its Annual Report (Form 10-K) for the
year ended September 30, 1995, filed with the Securities and Exchange
Commission.





                                                  Ernst & Young LLP



Hartford, Connecticut
August 29, 1996



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