ADVANCED MARKETING SERVICES INC
10-K/A, 1995-07-28
MISCELLANEOUS NONDURABLE GOODS
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               SECURITIES AND EXCHANGE COMMISSION
                     Washington, D.C.  20549
                                                            

                           FORM 10-K/A
(Mark One)
[X]   ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
                 SECURITIES EXCHANGE ACT OF 1934

            For the Fiscal year ended March 31, 1995

                               OR

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

       For the transition period from        to          

                 Commission file number 0-16002

                ADVANCED MARKETING SERVICES, INC.
     (Exact name of Registrant as specified in its charter)

          DELAWARE                          95-3768341-9
     (State or other jurisdiction of       (I.R.S. Employer
     incorporation or organization)      Identification No.)

                  5880 Oberlin Drive, Suite 400
                  San Diego, California  92121
            (Address of principal executive offices)

         Registrant's telephone number:  (619) 457-2500

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

   Securities registered pursuant to Section 12(g) of the Act:
                  Common Stock, $.001 par value
                        (Title of class)

     Indicate by check mark whether the Registrant (1) has filed all reports
required to be filed by Section 13 or 15(d) of the Securities Exchange Act of
1934 during the preceding 12 months (or for such shorter period that the
registrant was required to file such reports), and (2) has been subject to 
such filing requirements for the past 90 days.
                     Yes    X     No       

     Indicate by a check mark if disclosure of delinquent filers pursuant to
Item 405 of Regulation S-K is not contained herein, and will not be contained,
to the best of the Registrants knowledge, in definitive proxy or information
statements incorporated by reference in Part III of this Form 10-K or any
amendment to this form 10-K: ____

     The aggregate market value of the Registrant's voting stock held by
nonaffiliates of the Registrant at June 15, 1995 was $24,448,676.

     The number of shares of the Registrant's Common Stock outstanding  as of
June 15, 1995 was 5,403,679.

               DOCUMENTS INCORPORATED BY REFERENCE
     Portions of the Registrant's definitive Proxy Statement for its July 27,
1995 Annual Meeting of Stockholders are incorporated by reference into Part III
of this Form 10-K.<PAGE>

                             PART IV

ITEM 14 - EXHIBITS, FINANCIAL STATEMENT SCHEDULES AND REPORTS ON
FORM 8-K

     (a)   1.  See Index to Consolidated Financial Statements contained
               in Item 8 herein.

           2.  See Index to Schedule to Consolidated Financial
               Statements included herein.

           3.  See Item 14(c) for Index of Exhibits.

     (b)   No reports on Form 8-K filed during the fourth quarter ended
               March 31, 1995.

     (c)   Exhibits

         3.1   Registrant's Certificate of Incorporation,
               as amended. (1)

         3.2   Registrant's Bylaws, as amended. (1)

        10.1   1987 Stock Option Plan (2)

        10.2   Employee Profit-Sharing Plan (3)

        11.0   Statement re Computation of Per Share Earnings

        21.0   Subsidiaries of the Registrant

        23.1   Consent of Arthur Andersen LLP

        27     Financial Data Schedule

     (d)   The required financial statement schedules are listed on the
               Index to Schedule to Consolidated Financial Statements
               included herein.





- --------------------
(1)  Incorporated by reference to Registrant's Report on Form 8-K (File
     No. 0-16002) for July 25, 1991, as filed on October 18, 1991.

(2)  Incorporated by reference to Registrant's Annual Report on Form 10-K
     (File No. 0-16002) for the fiscal year ended March 31, 1992, as
     filed on June 26, 1992.

(3)  Incorporated by reference to Registrant's Registration Statement on
     Form S-1 (File No. 33-14596) filed on May 28, 1987.




                               27



                             SIGNATURES

Pursuant to the requirements of Section 13 or 15(d) of the Securities Exchange
Act of 1934, the Registrant has duly caused this report to be signed on its
behalf by the undersigned, thereunto duly authorized.

                  ADVANCED MARKETING SERVICES, INC.

Date: July 28, 1995           By: /s/ Charles C. Tillinghast III  
                                  Charles C. Tillinghast, III
                                  Chief Executive Officer, Chairman
                                  of the Board and Director 
                                  (Principal Executive Officer)

Pursuant to the requirements of the Securities Exchange Act of 1934, this
report has been signed below by the following persons on behalf of the
Registrant and in the capacities and on the dates indicated.

Date: July 28, 1995           By: /s/ Charles C. Tillinghast III  
                                  Charles C. Tillinghast, III
                                  Chief Executive Officer, Chairman
                                  of the Board and Director
                                  (Principal Executive Officer)

Date: July 28, 1995           By: /s/ Michael M. Nicita          
                                  Michael M. Nicita
                                  Chief Operating Officer and
                                  President

Date: July 28, 1995           By: /s/ Loren C. Paulsen           
                                  Loren C. Paulsen
                                  Executive Vice President-Operations
                                  and Director

Date: July 28, 1995           By: /s/ Jonathan S. Fish           
                                  Jonathan S. Fish
                                  Chief Financial and Accounting
                                  Officer and Executive Vice
                                  President-Finance (Principal
                                  Financial and Accounting Officer)

Date: July 28, 1995           By: /s/ James A. Leidich           
                                  James A. Leidich
                                  Director

Date: July 28, 1995           By: /s/ E. William Swanson, Jr.    
                                  E. William Swanson, Jr.
                                  Director

Date: July 28, 1995           By: /s/ Trygve E. Myhren           
                                  Trygve E. Myhren
                                  Director

Date: July 28, 1995           By: /s/ Lynn S. Dawson             
                                  Lynn S. Dawson
                                  Director

Date: July 28, 1995           By: /s/ Robert F. Bartlett         
                                  Robert F. Bartlett
                                  Director

                                 28<PAGE>


                ADVANCED MARKETING SERVICES, INC.

     INDEX TO SCHEDULE TO CONSOLIDATED FINANCIAL STATEMENTS


Schedule:                                                    Page

     II    Valuation and Qualifying Accounts                   30


     All other schedules are not submitted because they are not applica-
ble, not required or because the required information is included in the
consolidated financial statements of Advanced Marketing Services, Inc.
or in the notes thereto.









































                               29



<PAGE>
                           SCHEDULE II

                ADVANCED MARKETING SERVICES, INC.

                VALUATION AND QUALIFYING ACCOUNTS

        For the years ended March 31, 1995, 1994 and 1993

                         (in thousands)

<TABLE>
<CAPTION>
                 Balance at    Additions                Balance 
                  beginning     charged                at end of
                  of period    to income  Deductions     period 
<S>              <C>           <C>        <C>          <C>
1993

Allowance for
  uncollectible
  accounts and
  sales returns      $1,228       $  400      $  165      $1,463

Reserve for
  markdown of
  inventory          $4,240       $2,490      $2,384      $4,346

1994

Allowance for
  uncollectible
  accounts and
  sales returns      $1,463       $  578      $   55      $1,986

Reserve for
  markdown of
  inventory          $4,346       $2,225      $1,848      $4,723

1995

Allowance for
  uncollectible
  accounts and
  sales returns      $1,986       $  899      $  353      $2,532

Reserve for 
  markdown of
  inventory          $4,723       $2,766      $2,585      $4,904

</TABLE>








                               30<PAGE>


Exhibit 11.0



                ADVANCED MARKETING SERVICES, INC.

         STATEMENT RE COMPUTATION OF PER SHARE EARNINGS

        FOR THE YEARS ENDED MARCH 31, 1995, 1994 AND 1993

                           (UNAUDITED)

              (in thousands except per share data)

<TABLE>
<CAPTION>
                                   1995        1994        1993
<S>                              <C>         <C>         <C>
NET INCOME                       $ 3,362     $   156     $ 2,952

WEIGHTED AVERAGE NUMBER OF COMMON
  AND COMMON SHARE EQUIVALENTS 
  OUTSTANDING:

Weighted average common shares     5,434       5,415       5,360

Weighted average common share
  equivalents-dilutive stock 
  options:

    Primary                          154           -         188
    Fully Diluted                    177           -         244

Total Weighted Average Common 
  and Common Equivalent Shares:

    Primary                        5,588       5,415       5,548
    Fully Diluted                  5,611       5,415       5,604

NET INCOME PER COMMON AND
  COMMON SHARE EQUIVALENT

    Primary                      $  0.60     $  0.03     $  0.53
    Fully Diluted                $  0.60     $  0.03     $  0.53

</TABLE>




 
                  

In fiscal year 1994, dilutive common stock equivalents resulted in
less than a 3% change in EPS and therefore are excluded from the
calculation of EPS.  Furthermore, the effects of all anti-dilutive
common stock equivalents are also excluded from the calculation of
earnings per share.<PAGE>




Exhibit 21.0



Subsidiaries of the Registrant

   Advanced Marketing (UK) Limited - England
   Advanced Marketing S. de R.L. de C.V. - Mexico
   Advanced Marketing Services Investments, Inc. - California<PAGE>



Exhibit 23.1



          CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS


As independent public accountants, we hereby consent to the
incorporation of our reports included in this Form 10-K into the
Company's previously filed Registration Statements, File Nos. 33-
30467 and 33-43792.



                                 ARTHUR ANDERSEN & CO.
San Diego, California                 
June 27, 1995



<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
COMPANY'S CONSOLIDATED FINANCIAL STATEMENTS OF INCOME AND CONSOLIDATED
BALANCE SHEETS AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH
FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER> 1,000
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          MAR-31-1995
<PERIOD-END>                               MAR-31-1995
<CASH>                                           9,035
<SECURITIES>                                     9,153
<RECEIVABLES>                                   39,529
<ALLOWANCES>                                     2,532
<INVENTORY>                                     69,356
<CURRENT-ASSETS>                               129,619
<PP&E>                                           6,335
<DEPRECIATION>                                   4,020
<TOTAL-ASSETS>                                 133,131
<CURRENT-LIABILITIES>                           88,794
<BONDS>                                              0
<COMMON>                                             6
                                0
                                          0
<OTHER-SE>                                      44,331
<TOTAL-LIABILITY-AND-EQUITY>                   133,131
<SALES>                                        303,708
<TOTAL-REVENUES>                               303,708
<CGS>                                          274,776
<TOTAL-COSTS>                                  274,776
<OTHER-EXPENSES>                                24,083
<LOSS-PROVISION>                                   410
<INTEREST-EXPENSE>                                  35
<INCOME-PRETAX>                                  5,708
<INCOME-TAX>                                     2,346
<INCOME-CONTINUING>                              3,362
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     3,362
<EPS-PRIMARY>                                      .60
<EPS-DILUTED>                                      .60
        

</TABLE>


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