ADVANCED MARKETING SERVICES INC
10-K, 1996-07-01
MISCELLANEOUS NONDURABLE GOODS
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                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C.  20549  
                                    FORM 10-K  
(Mark One)  
[X]		ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE  
            SECURITIES EXCHANGE ACT OF 1934 [FEE REQUIRED]  
                      For the Fiscal year ended March 31, 1996  
  
                                       OR  
  
[  ]		TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE  
            SECURITIES EXCHANGE ACT OF 1934 [NO FEE REQUIRED]  
                      For the transition period from     to  
  
                           Commission file number 0-16002  
  
                          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 14, 1996 was $52,326,701.  
  
	The number of shares of the Registrant's Common Stock outstanding as   
of June 14, 1996 was 5,468,199.  
  
                        DOCUMENTS INCORPORATED BY REFERENCE  
	Portions of the Registrant's definitive Proxy Statement for its July 25, 1996
Annual Meeting of Stockholders (filed June 21, 1996) are incorporated by 
reference into Part III of this Form 10-K.  

                                 PART I  
Item 1 - BUSINESS  
  
General  
  
	Advanced Marketing Services, Inc. (the "Company" or "AMS") is a   
leading distributor of general interest books to the membership warehouse   
clubs and certain specialty retailers. General interest books include 
bestsellers; basic reference books, including computer and medical books; books 
regarding business and management; cookbooks; gift books, including art and 
coffee table books; calendars; travel books; regional books; mass market 
paperbacks; children's books; and Spanish-language books.   In addition, to a 
lesser extent, the Company sells prerecorded audio cassettes (books on tape), 
CD-ROM titles and video cassettes.  The Company provides product selection 
advice, specialized merchandising and product development services, and 
distribution and handling services to membership warehouse clubs operating in 
the United States, Canada, Mexico and the United Kingdom.  
  
	Due to the continuous introduction of new titles by the book publishing   
industry, the Company provides weekly recommendations, tailored to each   
customer's marketing priorities, with respect to the new titles to be sold in 
its customers' book departments.  These recommendations are selected by the   
Company's buyers from among the over 1,000,000 titles in print and over   
50,000 new books published each year.  AMS also creates unique products and   
develops specially packaged book and book-related products for sale to its   
customers.  The Company supports its customers' inventories by maintaining   
back-up inventory in its distribution centers for prompt delivery as needed to
customer locations.  The Company maintains four domestic regional   
distribution centers to assure timely delivery to its customers, to enhance its
customers' inventory turnover rates and to reduce its customers' handling and   
holding costs.  See "Properties."  
  
	The Company provides distribution service to a major warehouse club   
customer in the United Kingdom and is expanding its distribution to other   
retailers.  In Mexico, the Company distributes products to a variety of 
retailers, including warehouse clubs, hypermarkets, discount department stores 
and other specialty retailers.  The Company utilizes the services of third party
warehousing and distribution companies in its United Kingdom and Mexican   
subsidiaries.  
  
	The Company was incorporated in 1982 in California and was reincorporated in 
Delaware in June 1987.  The Company's executive offices are located at 
5880 Oberlin Drive, Suite 400, San Diego, California  92121; telephone 
(619) 457-2500.  
  
Membership Warehouse Club Industry     
  
	The Company's customers include for-profit membership warehouse clubs which 
sell a broad range of primarily brand-name merchandise at or near wholesale 
prices.  Membership warehouse clubs are able to provide their individual and 
business members, who commonly pay annual membership fees, substantial cost 
savings on high-quality merchandise through the efficiencies of warehouse-type 
facilities and a no-frills, self-service operation policy.  Membership 
warehouse club locations typically have approximately 100,000 square feet 
(2 1/2 acres) of floor space and offer a limited selection of brand-name 
products in a wide range of merchandise categories.  This merchandising 
approach was introduced in Southern California in 1976.  Since then, the 
membership warehouse club industry has experienced significant growth, with 
sales estimated to be approximately $40 billion in 1995.  
  
	The following table summarizes the Company's penetration of the warehouse   
club industry:  
  
                       Number of Locations and Locations Served  
                               Membership Warehouse Clubs  
<TABLE>  
<CAPTION>  
    	                 Fiscal                             Locations  
	                   Year Ended				     Total Number		     Served  
	                    March 31  				    of Locations   		  by AMS         
<S>	                <C>					           <C>				           <C>  
	                      1989					            291			          282  
	                      1990				     	       466			     	    354  
	                      1991					            434	       	    402  
	                      1992					            514			  	       479
                  			  1993	     				       651     				    576  
	                      1994		     			       732			     	    612  
	                      1995					            780			     	    612  
	                      1996				     	       803			     	    774  
</TABLE>  
	Only membership warehouse club locations to which the Company shipped more 
than $50,000 per year are included as locations served in the above table.  The 
number of locations served is not necessarily indicative of the Company's total 
sales volumes to the warehouse club industry as the volume of the Company's 
shipments to a location can vary from year to year based on competitive and 
other factors.  
  
	Books are well-suited to the membership warehouse club merchandising strategy 
of offering recognizable, quality merchandise at substantial savings.  Books 
appeal to a wide range of consumers and are popular gift items.  Additionally, 
due to their relatively high selling price in relation to their size, books 
generally provide membership warehouse clubs with above-average sales per square
foot of selling space. By offering a continually changing selection of books at 
a substantial discount from suggested retail prices, membership warehouse clubs 
encourage retail customers to purchase books for their enjoyment, as gifts and 
for business needs or interests.  
  
	Notwithstanding the appeal of books as a product line, most membership 
warehouse clubs are not able to apply their standard product purchasing and 
handling procedures to their book departments.  Typically, a membership 
warehouse club purchases a limited selection of each product category directly 
from manufacturers who ship to their retail locations.  In contrast, in order to
be able to offer even a limited selection of books (typically 100 to 250 titles 
at any one time), a membership warehouse club would be required to devote 
considerable time and resources to selecting from among the over 1,000,000 
titles in print and the over 50,000 new books published each year by more than 
4,200 primary publishing houses.  The membership warehouse club also would 
incur high freight and handling costs to receive deliveries from, and make 
returns to, the numerous vendors of such books.  Thus, the unique nature of 
books has led many membership warehouse clubs to rely on distributors for a 
portion of their book purchases.  See "Risks and Competition."  
  
Other Customers	  
  
	The Company continues to diversify its customer base through expanded 
distribution to a variety of specialty retailers including office product 
superstores, computer and electronic superstores, mass merchandise stores, pet
supply stores, drug stores and book stores.  For many of these customers, the   
Company designs and recommends media programs to satisfy the unique marketing 
priorities of each retailer.  By constantly updating titles offered, the   
Company makes it possible for its customers to offer a targeted selection of   
books and media products without having to develop media merchandising   
expertise with their own work forces.  
  
	The Company supplies an assortment of primarily business and computer titles to
the three leading competitors in the office product superstore industry.  The 
Company is now serving several leading companies in the rapidly growing 
computer and electronics superstore marketplace as well. As a result of new 
business development efforts, the Company gained entry into the pet supply 
industry and more recently the discount drugstore market. The Company serves a 
variety of other specialty retailers in the catalog, sporting goods and 
children's education businesses.   See "International Business."  
  
Retailing Operations  
  
	As of  March 31, 1996, the Company owned and operated 11 small retail outlet 
stores in eight states.  The stores are located generally in factory outlet 
malls in  Gilroy and Lake Elsinore, California; Gurnee, Illinois; Hillsboro and 
Conroe, Texas; Burlington and Centralia, Washington; Kenosha, Wisconsin; 
Algodones, New Mexico; Silverthorne, Colorado; and Birch Run, Michigan.  These 
retail outlets sell both titles that were purchased on a non-returnable basis 
and remain unsold after being offered for sale in the Company's customers' 
locations as well as titles purchased specifically for these retail stores.  In 
the spring of 1996 the Company converted its Gilroy, California and Centralia, 
Washington stores to a new prototype retail format that offers multimedia 
products such as computer software, CD ROM and music CDs, in addition to books. 
To merchandise these converted stores the Company is purchasing products 
specifically for resale as well as selling its non-returnable book inventory.  
The Company plans to operate approximately 13 stores by the end of fiscal 1997.
  
Business Strategy  
  
	The Company's primary business strategy is to provide effective book   
purchasing, handling and distribution services to its customers. The Company   
believes that it has achieved its position as a leading book supplier to   
membership warehouse clubs as well as other specialty retailers because of its 
ability to offer sound product selection advice, specialized product   
development and marketing services and rapid product delivery, all at   
competitive prices.  
  
Product Selection Services and Purchasing Practices  
  
	The Company's warehouse club customers generally compete in the   
retail trade book market by offering a limited selection of books (typically 100
to 250 titles compared to 10,000 to 100,000 titles at national bookstore chains
and book superstores) at prices which are generally 30% to 45% lower than   
suggested retail prices.  The Company provides its specialty retail customers   
with book programs that range from as few as 50 titles to programs of several   
thousand titles.  The Company believes that one of its principal strengths is 
its ability to select books that will be successful in each customer's selling
environment, which is a function of various factors such as customer base,   
regional characteristics and marketing priorities.  This service is important   
because many of  the books offered by the Company have relatively limited   
sales lives (typically a few weeks to a few months) due to the relatively rapid 
introduction of new books to replace titles for which demand has decreased.    
Therefore, customers rely on the Company's expertise and experience to   
recommend new titles to be added to their book departments.  
  
	The Company's book selection process depends on a close working   
relationship between the Company's general merchandise managers and its   
major vendors.  The process of selecting books generally begins when a   
publisher's representative submits pre-publication book summaries to the   
Company's general merchandise managers.  A general merchandise manager   
evaluates each book on the basis of such factors as subject matter and author;
suitability for the customers' selling  environments; visual appeal; the extent 
of the publisher's promotion and advertising support; and the estimated number 
of copies to be printed.  Because the Company is a major customer of many of its
vendors, such vendors often consult with the Company during pre-publication   
planning, allowing the Company to influence the design and packaging of   
many of  the books it purchases.  After choosing titles, the general 
merchandise managers, in conjunction with the general marketing managers, 
determine which specific titles will be recommended to each customer on the 
basis of their knowledge of the customer base, regional characteristics and 
marketing priorities.  
  
	Product selection is the responsibility of the Company's Merchandising   
Department, under the direction of the Vice President - Merchandising to   
whom seven product development directors/general merchandise managers and   
a staff of 19 associates report.  Each general merchandise manager is   
responsible for several categories of products which include hardcover   
bestsellers, mass market paperbacks, cooking, travel, regional, computer, gift
books (including art and coffee table books), children's books, calendars, CD-  
ROM products, prerecorded audio and video cassettes, computer and Spanish-  
language books.  
  
	The Company usually purchases newly published or well established   
back-list (previously published) titles directly from publishing houses at   
standard book industry wholesale discounts, which generally exceed retail   
discounts.  The Company does not generally purchase remainder titles, but will
occasionally purchase close-out lots of certain titles at higher than normal   
discounts.  Virtually all books sold are returnable to AMS by its customers for
full credit so long as the books are in saleable condition.  Approximately 90%
of the books purchased by the Company in both fiscal 1996 and 1995 were   
returnable to the publisher; the balance were purchased on a non-returnable or
partially returnable basis, often at higher purchase discounts. The Company has
published a limited number of titles under its own imprints, some of which are 
sold to both the Company's customers and to independent and chain book   
stores.  
  
	In the years ended March 31, 1996, 1995 and 1994, customer returns represented 
approximately 24%, 22% and 21%, respectively, of the Company's gross sales.  
Customer return rates are impacted by the sales success of individual titles 
relative to quantities ordered by customers as well as customer ordering 
practices for different volume locations.  Returns to publishers by AMS 
represented approximately 31%, 28% and 34%, respectively, of the Company's total
purchases during the same period.  Although the processing of customer and 
publisher returns increases freight and labor costs, the Company maintains a 
large inventory to be in a position to promptly fill and otherwise support 
customer orders.  
  
	The Company's reserves for markdowns increased by approximately $983,000 in 
fiscal 1996.  The Company added $4 million to its reserves for markdowns as a
result of slower than expected sales of certain books which are not returnable 
to the publisher and deducted $3 million for actual losses incurred on books 
for which reserves had previously been made.  To the extent that the Company is
unable to sell non-returnable books to its traditional customers, it sells such 
books to customers where, in certain cases, it is necessary to sell at below the
Company's cost.  The Company believes its reserves for markdowns are adequate 
based on its past experience and present market conditions, although no 
assurances can be given that actual losses will not exceed present reserves when
these non-returnable books are actually sold.  
  
	The Company purchases from publishers on varying payment terms.  The Company 
generally takes advantage of discounts for prompt payments, when economically 
attractive.  During the year ended March 31, 1996, the Company made purchases 
from 320 publishers.  Two publishers accounted for 10% or more of the Company's 
total purchases in fiscal 1996.  These included Random House and Simon & 
Schuster which accounted for 17% and 10%, respectively, of purchases.  The 
Company continues to open accounts with new publishers and believes that 
adequate sources of supply exist to meet anticipated growth.  As is customary in
the industry, the Company does not maintain long-term or exclusive purchase 
commitments or arrangements with any publisher.  
  
Product Development and Marketing Services  
  
	In addition to selecting from among regularly published books, AMS provides 
specially packaged book and book-related products which are generally not 
available in retail bookstores.  For example, the Company works with various 
publishers to create specially packaged items such as combination of books, 
shrink-wrapped or slipcased to sell as a single item, or packages that contain a
book and a non-book item, such as a stuffed animal with a book.  The Company 
also works directly with publishers to have books specially reprinted or created
for its customers.  
  
	The Company assists in the promotion of the books it sells by creating   
seasonal merchandising plans and recommending titles based on themes such   
as Christmas, Back to School, Father's Day and Easter.  The Company also   
conducts theme-oriented promotions, frequently tied to specially designed   
products, such as gardening, taxes, health and fitness, and travel.  Special in-
store promotions are coordinated by the Company for certain of its customers.
Customers may also take advantage of the Company's cooperative advertising   
coordination service whereby the Company obtains publisher-sponsored   
advertising for use by its customers.  
  
	Marketing the Company's products is under the direction of the Vice   
President - Marketing to whom six general managers and a staff of 19   
marketing personnel report.  Members of the staff are assigned to each of the   
Company's customers and present new titles, recommend promotions,   
coordinate orders and shipments, and handle other customer requests.    
  
Product Distribution and Handling Services  
  
	Because an important financial and operating goal of many of the   
Company's customers is a high inventory turnover rate, a critical element of the
Company's service is its ability to respond quickly to its customers' orders.
The Company has established a national network of four regional distribution   
centers to assure rapid deliveries to its customers.  These distribution centers
are located in general purpose warehouse facilities in the metropolitan areas of
Sacramento, California; Indianapolis, Indiana; Baltimore, Maryland; and   
Dallas, Texas.  AMS seeks to maintain a six- to eight-week inventory of active
titles at its distribution centers, where it receives books from multiple 
vendors and dispatches, using common and contract carriers, consolidated 
shipments on a weekly basis to most customer locations.  Weekly deliveries 
eliminate the need for customers to stock large inventories on-site and enables 
customers to utilize valuable marketing space for other products.  Consolidated 
shipments reduce customer handling and freight costs by eliminating the costs 
associated with deliveries by multiple vendors.  All of the Company's 
distribution centers are linked with its computerized order processing center at
its San Diego headquarters and as a result, customer orders are generally 
shipped within 24 hours of receipt.  Because customer orders are generally 
shipped within 24 hours of receipt, the Company's backlog at any date is usually
insignificant and not a meaningful indicator of future sales.   The Company's 
computer system also enables AMS to provide information and special reports to 
assist customers with operations and marketing.  For an additional fee, upon 
request, the Company will ticket books with the customer inventory item number 
and sales price.  The Company believes that all of these services enhance its   
customers' inventory turnover rate and reduce their handling and holding costs.
  
International Business  
  
	The Company operates two wholly owned foreign subsidiaries.    
Advanced Marketing (UK) Limited was incorporated in September 1993 in the   
United Kingdom.  From its London headquarters, it provides a full range of   
general interest books, audio and video products primarily to the five   
Price/Costco membership warehouse club locations in the United Kingdom.    
Three additional Price/Costco locations are scheduled to open during fiscal   
1997.  The Company is expanding its distribution of media products to other   
U.K. retailers.  
  
	Advanced Marketing S. de R.L. de C.V. was incorporated in January 1994 in 
Mexico.  From its headquarters in Mexico City, the Company distributes books 
to a variety of customers in several growing markets including membership 
warehouse clubs, general and mass merchandisers, office supply superstores, 
hypermarkets and other specialty retailers.  Despite the current depressed 
economic activity in Mexico, the Company continues to move forward with the 
introduction of the concept of a one-stop customized, book program to the 
retailers in the Mexican marketplace.  
  
	During fiscal 1996, the Company's Mexican subsidiary operated at a   
loss and there can be no assurance of success in developing sufficient sales   
volumes and gross margin contributions to generate profits, particularly given
the low level of economic activity in the Mexican consumer markets since the   
December 1994 Mexican peso devaluation. The Company accrued a provision   
for currency exchange loss on its investment in its Mexican subsidiary in fiscal
1995 and fiscal 1996.  
  
	To address the operating challenges in its Mexican subsidiary, the   
Company has augmented its management, marketing and product capabilities in the 
U.S. and Mexico with personnel with Spanish language and Mexican product 
expertise.  The Company has also expended significant effort in developing 
relationships with Mexican publishers.  The Company believes that this strategy 
will assist its expansion efforts in Mexico and also create product sourcing 
opportunities for the Spanish language market in the United States.  
  
	The Company utilizes third party warehousing and distribution   
companies in both the United Kingdom and Mexico.  No assurances can be   
given that the expansion in international markets will be profitable; the   
Company expects no significant profit contribution from these international   
operations in fiscal 1997.  
  
Risks and Competition  
  
	In fiscal 1996 over 94% of the Company's sales were to membership   
warehouse clubs with the remainder to office product superstores, computer   
superstores, mass merchandisers or other specialty retailers.  There are four   
major membership warehouse clubs operating over 803 locations in the United   
States, Canada, Korea, Mexico and the United Kingdom.  The Company serves   
all four of the major membership warehouse clubs at 774 of these locations.  In
the year ended March 31, 1996, two customers accounted for approximately   
83% of the Company's net sales.  Although the Company believes it provides   
services and efficiencies that membership warehouse clubs and other retailers   
would have difficulty duplicating, the Company believes that its customers   
may, from time to time, increase the percentage of books they purchase   
directly from publishers or from other wholesale distributors.  Further, the   
Company could lose customers which discontinue books as a product line,   
suffer a business failure or merge or consolidate with another entity not   
currently serviced by AMS.  The Company has no long-term or   
exclusive purchase commitments with any of its customers.  Any loss of a   
major customer would have a material adverse effect on the Company.  Given   
the relatively small number of membership warehouse club chains, the   
Company's reliance on a few customers is likely to continue.  See "Customers."  
  
	The Company is a leading supplier of books to the membership   
warehouse club market, which is highly competitive.  The Company competes   
in such markets with national book distributors, some of  which are larger and
have greater financial resources than the Company, and with regional book   
wholesalers and local book jobbers who compete with the Company on the   
basis of price and service.  Certain publishers sell directly to membership   
warehouse clubs, and one or more of the Company's customers could choose in   
the future to purchase more of its books directly from publishers.  As a result,
the Company could face additional competition from publishers in the future.    
Membership warehouse clubs face competition from discount and retail   
bookstore chains which indirectly affects AMS.  Due to their high sales   
volume, membership warehouse clubs could represent an attractive market that   
book distributors may seek to enter and compete directly with the Company.    
The Company believes that its principal competitive advantages are its ability 
to select, package, and assort products so that they sell in high volumes; to 
distribute such products rapidly; to maintain sufficient back-up inventories; 
and to price products competitively.  
	  
	The Company purchases certain titles on a non-returnable basis which   
it in turn sells on a returnable basis.  To the extent that actual sales of such
titles do not equal purchased quantities, the Company risks having inventory   
remaining which it may be unable to sell at or above its cost.  The Company   
has developed a retail outlet chain to assist in the sale of such inventory.  In
addition, the Company has implemented policies to evaluate more completely   
the non-returnable inventory risk it assumes.  However, the Company has   
incurred substantial expense in the past to sell such excess inventory and may
incur such expense in the future.  
  
Customers  
  
	The Company is currently servicing four membership warehouse clubs.    
The Company's customers account for over 95% of the sales in the warehouse   
club industry and operate approximately 803 locations throughout the United   
States, Canada, Mexico and the United Kingdom.  The following table sets   
forth those customers who accounted for 10% or more of the Company's total   
net sales in fiscal 1996.  
						  
		                                     						Percentage of Net Sales  
<TABLE>  
<CAPTION>  
		                                      						1996	   1995    	1994  
<S>                                           <C>     <C>      <C>  
                  
Price/Costco, Inc.                             41%     46%     49%  
SAM's Club (a unit of Wal-Mart Stores, Inc.) 	 42%     39%	    34%  
</TABLE>  
  
Employees  
  
	At March 31, 1996, the Company had 405 employees who were   
engaged in administrative, merchandising, marketing, warehousing and retail   
operations.  The Company also hires temporary workers, primarily during the   
peak holiday season.  None of the Company's employees is represented by a   
labor union.  The Company considers its employee relations to be good.  
  
ITEM 2  - PROPERTIES  
  
	The Company is headquartered in approximately 34,000 square feet of   
commercial space in San Diego, California.  The space is leased for a six-year 
term expiring in 1998 with an annual base rent of $396,000.  
  
	The Company maintains the following distribution centers from which   
it ships to its customers:  
  
<TABLE>  
<CAPTION>  
		         Location             Approximate	     		   Date  
		   (Metropolitan Area)		     Square Footage		     	Opened		  
<S>		<C>				<C>				<C>  
		      Dallas, Texas			           89,000			        July 1984  
		      Baltimore, Maryland		     151,000		        	June 1986  
		      Sacramento, California		  150,000		       	August 1986  
		      Indianapolis, Indiana 	   140,000	         	April 1996  
</TABLE>  
	Each of these distribution centers is leased, with the leases expiring   
between 1996 and 2001.  Annual base rental payments range from $262,000 to   
$615,000.  See Note 5 of Notes to Consolidated Financial Statements in Item 8   
of this Form 10-K.  The Company believes that its four domestic distribution   
centers are adequate for the conduct of its business through at least fiscal 
1997.  
  
	The Company utilizes third party warehousing and distribution   
companies in both the United Kingdom and Mexico.  It also leases office space   
in both countries on short-term leases, the commitments under which are not   
material.  
  
  
ITEM 3- LEGAL PROCEDURES  
  
	The Company is not a party to any material pending legal proceedings.  
  
ITEM 4 - SUBMISSION OF MATTERS TO A VOTE OF SECURITY   
HOLDERS  
  
	No matters were submitted to a vote of the Company's stockholders   
during the last quarter of the year ended March 31, 1996.  
  
PART II  
  
ITEM 5 - MARKET FOR REGISTRANT'S COMMON EQUITY AND   
RELATED STOCKHOLDER MATTERS  
  
	The Company's Common Stock is traded in the over-the-counter market under the 
Nasdaq symbol "ADMS."  The following table sets forth the high and low closing 
prices of the Common Stock, as reported on the Nasdaq National Market System. 
On June 15, 1996, the Company had approximately 1,500 beneficial stockholders 
and 90 stockholders of record.  
  
<TABLE>  
<CAPTION>  
		                             	   		  Fiscal	      			Fiscal  
		                                  	   1996	           1995        
	  
<S>				                     <C>		    <C>		        <C>		    <C>  
FISCAL QUARTER		             High   	  Low    		   High     Low    
  
FIRST QUARTER -  
  ENDED JULY 1/JULY 2	       7 1/4		  6 1/8		      5 3/4		  4  
SECOND QUARTER -  
  ENDED SEPTEMBER 30/  
    OCTOBER 1		              8 5/8	  	6 5/8		      7        4 7/8  
THIRD QUARTER -  
  ENDED DECEMBER 30/  
    DECEMBER 31	            10 7/8		  7 1/4		      6 3/4		  5 3/4  
FOURTH QUARTER -  
  ENDED MARCH 31	           13 5/8		  8 1/2		      6 1/2	   5 1/4  
</TABLE>  
	The present policy of the Company is to retain earnings to provide   
funds for the operation and expansion of its business.  The Company has not   
paid cash dividends on its Common Stock and has no plans to do so in the   
foreseeable future.  There are no direct limitations or restrictions on the   
payment of cash dividends under the Company's line of credit arrangement or   
any other agreement.  The declaration of dividends in the future will, however,
remain within the discretion of the Company's Board of Directors, which will   
review its dividend policy from time to time.  
	  
	On May 30, 1994, the Company announced a stock repurchase program   
pursuant to which the Company may repurchase in open market transactions,   
from time to time, based upon existing market conditions, up to 500,000 shares
of its Common Stock.  During fiscal 1995, the Company purchased 211,000   
shares of Common Stock pursuant to such repurchase program.  
  
ITEM 6 - SELECTED FINANCIAL DATA  
  
	The selected financial data below should be read in conjunction with   
Item 7 - "Management's Discussion and Analysis of Financial Condition and   
Results of Operations" and with the consolidated financial statements and   
notes thereto.  No cash dividends were paid on the Company's Common Stock   
in any of the periods presented.  
  
RESULTS OF OPERATIONS		    	   FOR THE YEARS ENDED MARCH 31		  
        				               (IN THOUSANDS, EXCEPT PER SHARE DATA)  
<TABLE>  
<CAPTION>  
                            1996       1995       1994       1993       1992  
<S>	                      <C>        <C>        <C>        <C>        <C>  
NET SALES	                $365,499   $303,708   $264,518   $258,390   $218,148
COST OF GOODS SOLD	        328,361    274,776    242,497    236,751    199,688
GROSS PROFIT	               37,138	    28,932     22,021     21,639     18,460
DISTRIBUTION AND   
 ADMINISTRATIVE EXPENSES	   28,243	    24,083     22,561	    17,229     15,721 
INCOME (LOSS) FROM   
  OPERATIONS                 8,895	     4,849	      (540)	    4,410      2,739 
INTEREST EXPENSE	               -	        (35)	      (56)	     (184)	     (360)
INTEREST AND DIVIDEND 
  INCOME                     1,209	       894	       817	       505	       264 
INCOME BEFORE PROVISION 
  FOR INCOME TAXES	         10,104	     5,708	       221	     4,731      2,643 
PROVISION FOR INCOME TAXES   4,003	     2,346    	    65	     1,779	       809 
NET INCOME	                $ 6,101	   $ 3,362      	$156	    $2,952     $1,834 
NET INCOME PER COMMON AND  
  COMMON SHARE EQUIVALENT -  
  FULLY DILUTED	             $1.07	     $ .60     	$ .03	     $ .53      $ .34 
WEIGHTED AVERAGE NUMBER OF  
  COMMON AND COMMON SHARE   
  EQUIVALENTS OUTSTANDING -  
  FULLY DILUTED	             5,699	     5,611      5,415      5,604      5,354
</TABLE>  
<TABLE>  
<CAPTION>  
BALANCE SHEET DATA       		     	              AS OF MARCH 31,		  
         			                         (IN THOUSANDS, EXCEPT PER SHARE DATA)  
                                   1996   	  1995  	   1994 	    1993 		  1992  
<S>	                             <C>	      <C>	      <C>	      <C>     	<C>  
WORKING CAPITAL:  
 CASH AND CASH EQUIVALENTS	      $ 8,706	  $ 9,035   $ 2,928 	 $ 5,022  $13,960
 INVESTMENTS, AVAILABLE-FOR-SALE 	12,532     9,153	   14,469	   12,609	       -
 INVENTORIES, NET	                72,297	   69,356    62,451	   65,474	  63,772
 ACCOUNTS RECEIVABLE AND  
   OTHER CURRENT ASSETS	          65,767	   42,075	   28,569    25,125	  17,813
 CURRENT LIABILITIES	           (111,680)	( 88,794)	 (70,775)	 (71,129) (59,810)
TOTAL WORKING CAPITAL	            47,622	   40,825	   37,642    37,101	  35,735
TOTAL ASSETS	                    162,651	  133,131	  112,402	  112,231	  97,890 
DEBT	                                  - 	       -         -	        -	       -
STOCKHOLDERS' EQUITY	            $50,971   $44,337 	$41,627  	$41,102 	$38,080
BOOK VALUE PER COMMON SHARE	     $  9.32 	 $  8.22  $  7.66  	$  7.65 	$  7.11
</TABLE>  
  
ITEM 7 - MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL  
           CONDITION AND RESULTS OF OPERATIONS  
  
RESULTS OF OPERATIONS  

FISCAL 1996 COMPARED TO FISCAL 1995  
  
Net income for the fiscal year ended March 31, 1996 was $6,101,000, or $1.07   
per share, on net sales of $365,499,000.  This compares to net income of 
$3,362,000, or $0.60 per share, on net sales of $303,708,000 for the previous 
fiscal year.  
  
The 20.3 percent increase in net sales was due primarily to (1) the Company   
being designated, effective June 1995, as primary book supplier to 65 additional
SAM's Club locations and (2) an increase in the extent of the Company's 
participation in the book programs of  SAM's Club and certain other customers 
beginning in August 1995, in part as a result of a competitor filing for 
bankruptcy protection.  The sales growth was spread across most categories of 
books that the Company offers, with particularly strong increases in the 
computer and mass paperback categories.  
  
The Company experienced a 24 percent rate of returns from customers in fiscal   
1996 compared with 22 percent in fiscal 1995.  To date, initiatives designed to 
reduce customer returns have fallen short of plan, but the Company continues to 
work with its customers and vendors to reduce the rate of returns.  Reserves 
have been established based on management's best estimate of expected product 
returns.  
  
Gross profit for fiscal 1996 reached $37,138,000, an increase of $8,206,000   
from the fiscal 1995 level.  As a percentage of sales, gross profit was 10.2 
percent in fiscal 1996 compared with 9.5 percent in the previous fiscal   
year.  The increase in the gross profit percent resulted primarily from an   
improved mix of higher margin titles and higher income from publisher incentive 
programs.  These increases were offset, in part, by larger provisions for   
markdown expense than during the prior year on the Company's non-returnable   
inventory.  
  
Distribution and administrative expenses increased to $28,243,000 for fiscal   
1996 from $24,083,000 for fiscal 1995.  As a percentage of sales, however, these
expenses declined to 7.7 percent from 7.9 percent for the prior fiscal year.  
This improvement was the result of freight, facilities and labor efficiencies, 
stemming in part from the Company's move over the last several years to fewer, 
but larger warehouses as well as from reductions in certain negotiated freight 
rates.  General and administrative expenses increased modestly as a percentage 
of sales, primarily as a result of higher corporate office staffing costs to 
handle increased sales volume from existing customers and costs associated with 
serving and obtaining new customers. The Company increased its accounts 
receivable reserve for adjustments and potential write-offs due, in part, to 
increased incidence of disputed items with customers. The Company's foreign 
exchange losses on the investment in its Mexican subsidiary increased from the 
prior year due to additional devaluation of the Mexican peso.  
  
Interest and dividend income increased to $1,209,000 in fiscal 1996 from 
$894,000 in fiscal 1995 as a result of an increase in the Company's investment 
balances, as well as higher yields due to a greater proportion of taxable 
investment in the current fiscal year.  Interest income was reduced in the 
previous year due to a provision for anticipated losses on preferred stock 
investments.  
  
The Company's combined federal and state statutory tax rate is approximately   
39 percent.  Various adjustments, primarily due to the Company's loss on foreign
operations, caused the fiscal 1996 provision for income taxes to be $4,003,000, 
or 40 percent of pre-tax income compared to $2,346,000, or 41 percent of pre-tax
income in fiscal 1995.  
 
FISCAL 1995 COMPARED TO FISCAL 1994  
  
	Net income for the fiscal year ended March 31, 1995 was $3,362,000, or $.60 per
share, on net sales of $303,708,000.  This compares to net income of $156,000, 
or $.03 per share, on net sales of $264,518,000 for the previous fiscal year.  
  
	The increase in net sales for fiscal 1995 resulted, in part, from increases   
in the juvenile, cookbook, computer and books-on-tape categories.  In addition, 
in March 1994 the Company began supplying books to an additional 83 SAM's Club 
locations.  The Company expects its share of SAM's Club book business to further
increase in fiscal 1996 as a result of its designation as the primary book   
supplier to an additional 65 locations effective June 1995.  At that time, the 
Company will be the primary book supplier to 356 of the 430 SAM's Club   
domestic locations.  
  
	Comparable store sales declined 4 percent.  The Company experienced a 22 
percent rate of returns from customers in fiscal 1995 compared to a 21 percent 
return rate in fiscal 1994.  The continued high rate of customer returns, 
particularly in the fourth quarter, contributed to more modest sales growth in 
the second half of fiscal 1995 compared to the first half of fiscal 1995.  Net 
sales to the office product superstore industry declined 32 percent compared to 
the prior year and represented approximately 3 percent of the Company's total 
net sales in fiscal 1995.  This decline resulted in part from the Company's 
loss of market share at several office supply customers and higher customer 
returns from this group of customers.  The Company competes, often on a title by
title basis, with other suppliers and is unable to predict the extent to which 
it will be successful in maintaining or increasing the percentage of its 
customers' purchases supplied by the Company.  
  
	Gross profit for fiscal 1995 was $28,932,000, an increase of $6,911,000   
from the fiscal 1994 level.  As a percentage of sales, gross profit was 9.5 
percent in fiscal 1995 compared to 8.3 percent in the prior fiscal year.  The   
increase resulted, in part, from improved inventory management and the   
implementation of freight cost reduction programs offset, in part, by higher 
provisions for markdown expense.  
  
	Distribution and administrative expenses increased to $24,083,000 in fiscal 
1995 compared to $22,561,000 in fiscal 1994.  As a percentage of sales, however,
these expenses declined to 7.9 percent compared to 8.5 percent in the prior 
fiscal year.  Increases in distribution expenses to handle higher shipment and 
customer return volumes and other compensation increases were offset, in part, 
by lower occupancy costs resulting from the consolidation of the Company's 
distribution center network and net revenues from the Company's promotional 
activities.  
  
	Interest expense decreased from $56,000 in fiscal 1994 to $35,000 in fiscal 
1995.  The decrease was primarily due to reduced commitment fees associated with
the Company's line of credit which was not utilized in fiscal 1995 or fiscal 
1994.  Interest and dividend income increased to $894,000 in fiscal 1995 from 
$817,000 in fiscal 1994 as a result of an increase in the Company's cash and 
investment balances.  
  
	The Company's combined federal and state statutory tax rate is approximately 39
percent.  Various adjustments, primarily due to the Company's loss on foreign 
operations, caused the fiscal 1995 provision for income taxes to be $2,346,000, 
or 41 percent of pre-tax income.  In fiscal 1994, the Company's modest operating
loss coupled with tax exempt interest and dividend income caused the provision 
for income taxes to be $65,000, or 29 percent of pre-tax income.  
  
  
SEASONALITY  
The Company's net sales and earnings in the third fiscal quarter have 
historically been, and are expected to continue to be, significantly higher than
in any other quarter due to the holiday season.  Income from operations   
during the third fiscal quarter, as a percentage of net sales, is typically 
higher than in any other quarter because of product sales mix and other 
economies of scale caused by the higher sales volume.  The Company expects   
seasonality in its operations to continue.  
  
LIQUIDITY AND CAPITAL RESOURCES  
The Company experiences significant seasonal short-term swings in its cash   
position due to sales seasonality and to differences in timing of payments to 
its vendors and the receipt of payments from its customers.  Cash flow has been 
historically greatest during the third fiscal quarter due to higher seasonal 
sales.  As of March 31, 1996, the Company had $8,706,000 in cash and cash 
equivalents and $12,532,000 in short-term investments, available-for-sale.  As 
of March 31, 1995, the Company had $9,035,000 in cash and cash equivalents, 
$9,153,000 in short-term investments and $1,012,000 in long-term investments, 
available for sale.  
  
The working capital required to finance inventories is directly related to   
inventory turnover rate and trade credit terms provided by publishers.  Trade 
credit terms from the Company's vendors did not change significantly   
during fiscal 1996.  Inventory turnover rates increased from 4 times in fiscal
1995 to 4.5 times in fiscal 1996 due to improved inventory management.  
  
The Company's fiscal year end receivable balances increased to $59,913,000   
from $38,654,000 in the prior fiscal year primarily as a result of increased 
sales and to a lesser extent, a delay in receipt of certain customer payments 
and an increase in disputed items.  
  
While inventory levels did not change significantly from year to year, accounts
payable increased from $85,236,000 at March 31, 1995 to $104,626,000 at March 
31, 1996.  This increase was primarily due to an increase in purchases to 
support the higher sales level.  
  
The Company has available at March 31, 1996 an unsecured bank line of credit   
with a maximum borrowing limit of $10 million.  The interest rate is at the 
prime rate (8.25 percent at March 31, 1996).  While the Company did not utilize 
its line of credit during fiscal 1996 or fiscal 1995, the Company anticipates 
that it will be able to extend or replace its existing line of credit when it 
expires July 31, 1996.  
  
The Company believes that its working capital, cash flows from operations,   
trade credit traditionally available from its vendors and its $10 million line 
of credit will be sufficient to finance its current and anticipated   
level of operations.  
  
IMPACT OF INFLATION  
The Company has been subject to relatively low prevailing inflation rates in all
countries in which it operates, with the exception of Mexico, during fiscal 
1996, 1995 and 1994.  The Company has generally been able to adjust its selling 
prices to offset increased costs of merchandise and expects to be able to 
continue to do so in the foreseeable future.  The continued high rates of 
inflation in Mexico may cause further devaluation of the Company's investment in
its Mexican operations.  
  
STATEMENT OF PURPOSE OF THE "SAFE HARBOR" PROVISIONS OF THE PRIVATE SECURITIES
LITIGATION REFORM ACT OF 1995  
In December 1995, the Private Securities Litigation Reform Act of 1995 (the   
"Act") was enacted.  The Act contains amendments to the Securities Act of 1933 
and the Securities Exchange Act of 1934 which provide protection from liability 
in private lawsuits for "forward-looking" statements made by persons specified 
in the Act.  The Company desires to take advantage of the "safe harbor" 
provisions of the Act.  
  
The Company wishes to caution readers that, with the exception of historical   
matters, the matters discussed in this Annual Report on Form 10-K are 
forward-looking statements that involve risks and uncertainties, including   
but not limited to factors related to the highly competitive nature of the   
warehouse club and retail industries and their sensitivity to changes in 
general economic conditions, the Company's expansion plans, the results of 
financing efforts and other factors discussed in the Company's filings with the 
Securities and Exchange Commission.  Such factors could affect the Company's 
actual results during fiscal 1997 and beyond and cause such results to differ   
materially from those expressed in any forward-looking statement made by or   
on behalf of the Company.  
  
ITEM 8 - CONSOLIDATED FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA  
  
               INDEX TO CONSOLIDATED FINANCIAL STATEMENTS  
										  
	                                                        Page  
  
Report of Independent Public Accountants					             15  
  
Consolidated Balance Sheets							                        16  
  
Consolidated Statements of Income						                   18  
  
Consolidated Statements of Stockholders' Equity				       19  
  
Consolidated Statements of Cash Flows					                20  
  
Notes to Consolidated Financial Statements					           21  



  
REPORT OF INDEPENDENT PUBLIC ACCOUNTANTS  
  
  
To Advanced Marketing Services, Inc.:  
  
We have audited the accompanying consolidated balance sheets of ADVANCED 
MARKETING SERVICES, INC. (a Delaware corporation) and subsidiaries as of March 
31, 1996 and 1995, and the related consolidated statements of income, 
stockholders' equity and cash flows for each of the three years in the period 
ended March 31, 1996.  These financial statements are the responsibility of the 
Company's management.  Our responsibility is to express an opinion on these 
financial statements based on our audits.  
  
We conducted our audits in accordance with generally accepted auditing 
standards.  Those standards require that we plan and perform the audit to obtain
reasonable assurance about whether the financial statements are free of material
misstatement.  An audit includes examining, on a test basis, evidence   
supporting the amounts and disclosures in the financial statements.  An audit 
also includes assessing the accounting principles used and significant estimates
made by management, as well as evaluating the overall financial statement   
presentation.  We believe that our audits provide a reasonable basis for our 
opinion.  
  
In our opinion, the financial statements referred to above present fairly, in 
all material respects, the financial position of Advanced Marketing Services, 
Inc. and subsidiaries as of March 31, 1996 and 1995, and the results of their 
operations and their cash flows for each of the three years in the period   
ended March 31, 1996 in conformity with generally accepted accounting 
principles.  
  
Our audits were made for the purpose of forming an opinion on the basic   
financial statements taken as a whole.  The schedule listed in the index to 
schedule to consolidated financial statements is presented for purposes of
complying with the Securities and Exchange Commission's rules and is not part of
the basic financial statements.  The schedule has been subjected to the auditing
procedures applied in the audit of the basic financial statements and, in our   
opinion, fairly states, in all material respects, the financial data required to
be set forth therein in relation to the basic financial statements taken as a 
whole.  
  
                            								ARTHUR ANDERSEN LLP  
  
San Diego, California  
May 10, 1996  
  


                         ADVANCED MARKETING SERVICES, INC.  
  
                           CONSOLIDATED BALANCE SHEETS  
  
                          AS OF MARCH 31, 1996 AND 1995  
<TABLE>  
<CAPTION>  
		                             						ASSETS  
  
									 	   
                                                    1996     	    1995   
CURRENT ASSETS:                                        (IN THOUSANDS)
<S>										                                     <C>    		     <C>  
CASH AND CASH EQUIVALENTS 	                       $ 8,706	      $ 9,035  
  
INVESTMENTS, AVAILABLE-FOR-SALE (NOTE 2) 	         12,532        	9,153   
  
ACCOUNTS RECEIVABLE - TRADE, NET OF ALLOWANCES  
 FOR UNCOLLECTIBLE ACCOUNTS AND SALES RETURNS  
  OF $4,173,000 IN 1996 AND $2,532,000 IN 1995   	 57,700	       36,997  
  
VENDOR AND OTHER RECEIVABLES	                       2,213        	1,657  
  
INVENTORIES	                                       72,297       	69,356  
  
DEFERRED INCOME TAXES (NOTE 4)                     	5,279        	3,111  
  
PREPAID EXPENSES	                                     575	          310  
  
  TOTAL CURRENT ASSETS	                           159,302	      129,619  
  
PROPERTY AND EQUIPMENT, AT COST	                    7,837	        6,335  
	LESS: ACCUMULATED DEPRECIATION AND AMORTIZATION    4,769	        4,020
  NET PROPERTY AND EQUIPMENT	                       3,068	        2,315   
  
INVESTMENTS, AVAILABLE-FOR-SALE (NOTE 2)	               -	        1,012  
   
OTHER ASSETS	                                         281	          185  
  
TOTAL ASSETS	                                    $162,651	     $133,131  
</TABLE>  
  
  
  
THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED BALANCE 
 SHEETS.
  


                         ADVANCED MARKETING SERVICES, INC.  
  
                           CONSOLIDATED BALANCE SHEETS  
  
                          AS OF MARCH 31, 1996 AND 1995  
  
                      LIABILITIES AND STOCKHOLDERS' EQUITY  
<TABLE>  
<CAPTION>  
		                                                  1996      	   1995     
CURRENT LIABILITIES:                      	(IN  THOUSANDS, EXCEPT SHARE DATA)  
<S>	                                              <C>	          <C>  
ACCOUNTS PAYABLE	                                 $104,626 	    $ 85,236   
  
ACCRUED LIABILITIES	                                 5,309 	       2,956   
  
INCOME TAXES PAYABLE                                	1,745 	         602     
  
  TOTAL CURRENT LIABILITIES	                       111,680    	 	 88,794   
  
COMMITMENTS (NOTE 5)  
  
STOCKHOLDERS' EQUITY (NOTE 7):  
  
COMMON STOCK $.001 PAR VALUE, AUTHORIZED 20,000,000   
	SHARES, ISSUED 6,174,000 SHARES IN 1996 AND   
	6,103,000 SHARES IN 1995. OUTSTANDING: 5,466,000   
	SHARES IN 1996 AND 5,395,000 SHARES IN 1995	            6 	           6   
  
ADDITIONAL PAID-IN CAPITAL	                         25,968 	      25,519   
  
RETAINED EARNINGS	                                  27,113       	21,012   
  
UNREALIZED GAIN (LOSS) ON INVESTMENTS	                   8          	(46)  
  
FOREIGN CURRENCY TRANSLATION ADJUSTMENT	               (94)        	(124)  
  
LESS: TREASURY STOCK, 708,000 SHARES IN 1996  
	  AND 1995, AT COST	                               (2,030)    	  (2,030)  
  
	 TOTAL STOCKHOLDERS' EQUITY 	                      50,971     	  44,337   
  
TOTAL LIABILITIES AND STOCKHOLDERS' EQUITY	       $162,651     	$133,131   
</TABLE>  
  
THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED BALANCE   
SHEETS.  
  
  
  
  
  
  
                       ADVANCED MARKETING SERVICES, INC.  
  
                      CONSOLIDATED STATEMENTS OF INCOME  
  
              FOR THE YEARS ENDED MARCH 31, 1996, 1995, AND 1994  
  
                     (IN THOUSANDS, EXCEPT PER SHARE DATA)  
<TABLE>  
<CAPTION>                                  1996         1995         1994   		  
<S>                                      <C>          <C>          <C> 
NET SALES		                              $365,499 	   $303,708  	  $264,518   
  
COST OF GOODS SOLD		                      328,361     	274,776     	242,497   
  
GROSS PROFIT	                             	37,138	      28,932 	     22,021   
  
DISTRIBUTION AND ADMINISTRATIVE  
	EXPENSES                                  28,243      	24,083       22,561   
  
INCOME (LOSS) FROM OPERATIONS		             8,895       	4,849        	(540)  
  
INTEREST EXPENSE		                             	-      	   (35)        	(56)	  
  
INTEREST AND DIVIDEND INCOME	               1,209     	    894       	  817   
  
INCOME BEFORE PROVISION FOR   
	INCOME TAXES		                            10,104	       5,708 	        221   
  
PROVISION FOR INCOME TAXES (NOTE 4)        	4,003        2,346      	    65   
  
NET INCOME                             	 	$ 6,101	     $ 3,362      $   156  	  
NET INCOME PER COMMON AND  
 COMMON SHARE EQUIVALENT:	  
  
		PRIMARY		                               $  1.09	     $   .60     	$   .03 	  
		FULLY DILUTED		                         $  1.07	     $   .60 	    $   .03   
  
WEIGHTED AVERAGE NUMBER OF COMMON AND  
 COMMON SHARE EQUIVALENTS OUTSTANDING:  
  
		PRIMARY		                                 5,619	       5,588	       5,415 	  
		FULLY DILUTED	                           	5,699	       5,611	       5,415   
  
</TABLE>  
THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED STATEMENTS  
  
  
                          ADVANCED MARKETING SERVICES, INC.  
  
                 CONSOLIDATED STATEMENTS OF STOCKHOLDERS' EQUITY  
  
                FOR THE YEARS ENDED MARCH 31, 1996, 1995, AND 1994   
<TABLE>                          (IN THOUSANDS)	  
<CAPTION>								            
                                                       FOREIGN  
		          COMMON STOCK ADDITIONAL  	     UNREALIZED  CURRENCY  
          		 OUTSTANDING	  PAID-IN RETAINED GAIN(LOSS)  TRANSL  TREASURY  
        	  	SHARES AMOUNT  CAPITAL EARNINGS ON INVEST   ADJUST   STOCK    TOTAL
<S>          <C>    <C>    <C>      <C>       <C>      <C>      <C>     <C>
BALANCE, 
MARCH 31, 
1993	        5,370  $ 6   	$24,482  $17,494   $ --     $ --	    $(880)  $41,102
EXERCISE 
OF OPTIONS 
TO PURCHASE 
COMMON STOCK  	 63 	 -- 	      369	      --     -- 	     --      	 -	       369
NET INCOME      -- 	 -- 	       --      156     --       --	       --     	 156
BALANCE, 
MARCH 31, 
1994	        5,433 	  6 	   24,851	  17,650 	   --       --      (880)	  41,627
EXERCISE OF
OPTIONS TO 
PURCHASE 
COMMON STOCK  	173   --       	668	      --  	  -- 	     --        -- 	     668
PURCHASE OF 
TREASURY   
STOCK	        (211)  --    	    --	      --     -- 	     --	   (1,150)	  (1,150)
UNREALIZED  
(LOSS) ON  
INVESTMENTS 	   --	  -- 	       --        --  	(46)      --	       --      	(46)
FOREIGN 
CURRENCY	  
TRANSLATION 
ADJUSTMENT	     --   -- 	       --       	--   	--     (124)	      -- 	    (124)
NET INCOME 	    --	  -- 	       --	    3,362    --  	    -- 	      -- 	   3,362 
BALANCE, 
MARCH 31, 
1995	        5,395	   6 	   25,519	   21,012   (46)	   (124)	  (2,030)   44,337
EXERCISE OF 
OPTIONS TO  
PURCHASE 
COMMON STOCK 	  71   -- 	      449	       --	   -- 	     --   	    -- 	     449
UNREALIZED 
GAIN ON 
INVESTMENTS   	 --   --  	      -- 	      --	   54      	-- 	      -- 	      54
FOREIGN 
CURRENCY  
TRANSLATION 
ADJUSTMENT	     --   --       	 --       	--	   --       30 	      --      	 30
NET INCOME  	   --   -- 	       --     	6,101 	 -- 	     --	       --  	  6,101
BALANCE, 
MARCH 31, 
1996	        5,466  $ 6 	  $25,968	   $27,113 	$  8 	  $(94)	 $(2,030)  $50,971
</TABLE>  
THE ACCOMPANYING NOTES ARE IN INTEGRAL PART OF THESE CONSOLIDATED STATEMENTS.  
  
  
                           ADVANCED MARKETING SERVICES, INC.  
                         CONSOLIDATED STATEMENTS OF CASH FLOWS  
                  FOR THE YEARS ENDED MARCH 31, 1996, 1995, AND 1994  
                                    (IN THOUSANDS)  
<TABLE>
<CAPTION>                                         1996 	    1995	     1994	  
<S>                                             <C>        <C>       <C>
CASH FLOWS FROM OPERATING ACTIVITIES:			  
NET INCOME	                                     $ 6,101	  $ 3,362  	$   156
ADJUSTMENTS TO RECONCILE NET INCOME TO  
	NET CASH PROVIDED BY OPERATING ACTIVITIES:  
  DEPRECIATION AND AMORTIZATION	                    897 	     909    	  955 
  PROVISION FOR UNCOLLECTIBLE ACCOUNTS  
   AND SALES RETURNS	                             1,922 	     899   		  578  
	 DEFERRED INCOME TAXES                         	(2,168)    	(490)	    (622)  
  PROVISION FOR MARKDOWN OF INVENTORIES	          3,976  	  2,766 	   2,225 
  CHANGES IN ASSETS AND LIABILITIES:  
   (INCREASE) IN ACCOUNTS RECEIVABLE-TRADE	     (22,529)  (14,883)	  (2,507)  
	  (INCREASE) DECREASE IN VENDOR AND OTHER   
    RECEIVABLES 	                                  (547)	     437 		   (456)  
   (INCREASE) DECREASE IN INVENTORIES	           (6,823)	  (9,952)	     798 
   (INCREASE) DECREASE IN OTHER ASSETS	            (361)      293 		   (493)
   INCREASE (DECREASE) IN ACCOUNTS PAYABLE	      19,335   	18,068    	 (396)   
   INCREASE (DECREASE) IN ACCRUED LIABILITIES     2,341 	    (191)		    292 
   INCREASE (DECREASE) IN INCOME TAXES PAYABLE    1,140 	     310 		   (250)  
 NET CASH PROVIDED BY OPERATING ACTIVITIES	       3,284 	   1,528 		    280    
CASH FLOWS FROM INVESTING ACTIVITIES:		  
 PURCHASE/DISPOSAL OF PROPERTY AND 
  EQUIPMENT, NET                                 (1,644)	  (1,057)	  (1,333)  
 PURCHASE OF INVESTMENTS, AVAILABLE-FOR-SALE	   (31,535)	 (67,553)	 (34,271)
 SALE AND REDEMPTION OF INVESTMENTS, 
  AVAILABLE-FOR-SALE	                            29,222   	73,361 	  32,861  
 NET CASH PROVIDED BY (USED IN) 
  INVESTING ACTIVITIES	                          (3,957) 	  4,751 		 (2,743)   
CASH FLOWS FROM FINANCING ACTIVITIES:  
 PROCEEDS FROM EXERCISE OF OPTIONS AND 
  RELATED TAX BENEFITS	                             449 	     668 		    369
 PURCHASE OF TREASURY STOCK	                         --   	(1,150)	      --
 NET CASH PROVIDED BY (USED IN) 
  FINANCING ACTIVITIES	                             449 	    (482)	     369    
EFFECT OF EXCHANGE RATE CHANGES ON CASH	           (105)      310 		     --    
INCREASE (DECREASE) IN CASH AND  
  CASH EQUIVALENTS	                                (329)	   6,107   	(2,094)  
CASH AND CASH EQUIVALENTS, BEGINNING OF YEAR	     9,035 	   2,928 	   5,022   
CASH AND CASH EQUIVALENTS, END OF YEAR	         $ 8,706   $ 9,035 	 $ 2,928   

SUPPLEMENTAL DISCLOSURES OF CASH FLOW INFORMATION:  
  CASH PAID DURING THE YEAR FOR:  
          INTEREST	                             $    --	  $    35 		$    56	  
          INCOME TAXES	                         $ 4,927	  $ 2,355 		$   693
</TABLE>	  
THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED STATEMENTS.  

 
                     ADVANCED MARKETING SERVICES, INC.  
  
                NOTES TO CONSOLIDATED FINANCIAL STATEMENTS  
  
1.	ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES  
  
THE COMPANY  
  
	Advanced Marketing Services, Inc., a Delaware corporation, (the "Company") 
distributes general interest books, prerecorded audio cassettes (books on tape),
CD ROM and video cassettes primarily to membership warehouse clubs and other 
specialty retailers.  During fiscal 1994, the Company established subsidiaries 
in Mexico and the United Kingdom.  
  
PRINCIPLES OF CONSOLIDATION  
  
	The accompanying consolidated financial statements include the accounts of the 
Company and its wholly-owned subsidiaries.  All significant intercompany 
accounts and transactions have been eliminated.  
  
USE OF ESTIMATES  
  
	The preparation of financial statements in conformity with generally accepted 
accounting principles requires management to make estimates and assumptions that
affect the reported amounts of assets and liabilities and disclosure of 
contingent assets and liabilities at the date of the financial statements and 
the reported amounts of revenues and expenses during the reporting period.  
Actual results could differ from those estimates.  
  
CASH AND CASH EQUIVALENTS  
  
	The Company considers all highly liquid investments with an original maturity 
of three months or less to be cash and cash equivalents.  Cash equivalents 
consisting of money market funds totaled $5,046,000 and $6,839,000 as of March 
31, 1996 and 1995, respectively.  
  
INVESTMENTS, AVAILABLE-FOR-SALE  
  
	Investments, available-for-sale consist principally of highly rated corporate 
and municipal bonds and preferred stock instruments.  The Company accounts for 
its investments in accordance with Statement of Financial Accounting Standards 
No. 115 which requires the use of fair value accounting for debt and equity 
securities, except in those cases where there is a positive intent and ability 
to hold debt securities to maturity.  See Note 2.  
  
CONCENTRATION OF CREDIT RISK  
  
	The Company invests its excess cash in debt and equity instruments of financial
institutions and corporations with strong credit ratings.  The Company has 
established guidelines relative to diversification and maturities that maintain 
safety and liquidity.  These guidelines are periodically reviewed and modified 
to take advantage of trends in yields and interest rates.    
	  
	Approximately 84 and 77 percent of the Company's accounts receivable balances 
at March 31, 1996 and 1995, respectively, were concentrated with two major 
customers in the warehouse club industry.  
  
ACCOUNTS RECEIVABLE ALLOWANCES  
  
	In accordance with industry practice, a significant portion of the Company's 
products are sold to customers with the right of return.  On approximately 90 
percent of the Company's purchases, the Company has the right to return unsold 
product to publishers.  The Company has provided allowances of $2,173,000 and 
$1,593,000 as of March 31, 1996 and 1995, respectively, for the gross profit 
effect of estimated future sales returns after considering historical results 
and evaluating current conditions.  The Company has also provided allowances for
uncollectible trade accounts receivable of $2,000,000 and $939,000 as of March 
31, 1996 and 1995, respectively.  
  
  
VENDOR AND OTHER RECEIVABLES  
  
	Vendor and other receivables primarily consist of amounts due from vendors for 
purchase rebates and for merchandise returned to vendors.  
  
INVENTORIES  
  
	Inventories consist primarily of books, CD-ROM and pre-recorded audio and video
cassettes purchased for resale and are stated at the lower of cost (first-in, 
first-out) or market.  The Company's rights to return to publishers were limited
or non-existent on approximately 27 and 30 percent of the Company's inventories 
at March 31, 1996 and 1995, respectively.  
  
DEPRECIATION AND AMORTIZATION  
  
	Depreciation and amortization of property and equipment are provided using the 
straight-line method over the estimated useful lives (ranging from three to five
years) of the assets.  
  
SIGNIFICANT CUSTOMERS  
  
	A substantial portion of the revenue earned by the Company is derived from a 
limited number of customers.  Two customers accounted for 41 and 42 percent of 
net sales in fiscal 1996, 46 and 39 percent of net sales in fiscal 1995 and 49 
and 34 percent of net sales in fiscal 1994.  No other customers accounted for 
10 percent or more of the Company's net sales during these years.  
  
REVENUE RECOGNITION  
  
	Sales and related cost of sales are recognized upon delivery of merchandise to 
customer locations.  The Company provides reserves for the effect of estimated 
future sales returns.  
  
INCOME TAXES  
  
	The Company provides currently for taxes on income regardless of when such 
taxes are payable.  Deferred income taxes result from temporary differences in 
the recognition of income and expense for tax and financial reporting purposes. 
See Note 4.  
  
PER SHARE INFORMATION  
  
	Per share information is based on the weighted average number of common shares 
and, when applicable, dilutive common share equivalents outstanding during the 
periods.  The effects of all anti-dilutive common share equivalents are excluded
from the calculation of earnings per share.  The Company's only potential 
dilutive common share equivalents are stock options.  
  
NEW ACCOUNTING PRONOUNCEMENTS  
  
	The Company will adopt the following Statements of Financial Accounting 
Standards ("SFAS") in the year ending March 31, 1997.  
  
	SFAS No 121, "Accounting for the Impairment of Long-Lived Assets and Long-Lived
Assets to be Disposed Of" establishes accounting standards for the impairment of
long-lived assets to be held and used and for long-lived assets to be disposed 
of.  Long-lived assets to be held and used by the Company are required to be   
reviewed for impairment whenever events or changes in circumstances indicate   
that the carrying amount of an asset may not be recoverable.  Long-lived assets 
to be disposed of are required to be reported generally at the lower of the   
carrying amount or fair value less cost to sell.  SFAS No. 121 is effective for 
the Company for the fiscal year ending March 31, 1997.  Management does not 
anticipate SFAS No. 121 to have a material effect on the Company's financial 
position or results of operations.  
  
	SFAS No. 123, "Accounting for Stock-Based Compensation" establishes financial 
accounting and reporting standards for stock-based employee compensation plans 
such as the Company's stock option plans described in Note 7.  SFAS No. 123 
defines and encourages the use of the fair value method of accounting for   
employee stock-based compensation which results in a charge to income in the   
period the awards are granted.  As an alternative, SFAS No. 123 allows the 
continued use of the intrinsic value based method of accounting prescribed   
in Accounting Principles Board Opinion No. 25 ("APB 25") for measurement   
of employee stock-based compensation with pro forma disclosures of net income 
and earnings per share as if the fair value method of accounting had been 
applied.  SFAS No. 123 is effective for awards granted in fiscal years that 
begin after December 15, 1994.  The Company has determined that it will continue
to use the method of accounting prescribed in APB 25 for measurement of 
employee stock-based compensation, and will begin providing the required pro   
forma disclosures in its consolidated financial statements for the year ending
March 31, 1997 as permitted by SFAS No.123.  
  
RECLASSIFICATIONS  
  
	Certain prior year amounts have been reclassified to conform with current year 
presentation.  
  
2.	INVESTMENTS, AVAILABLE-FOR-SALE  
  
	Investments, available-for-sale at March 31, 1996 and March 31, 1995   
are as follows (in thousands):  
	  
                                      						MARCH 31, 1996		  
<TABLE>
<CAPTION>                        					     GROSS	     GROSS  
			                            AMORTIZED	UNREALIZED	UNREALIZED	ESTIMATED   
                                 COST      GAINS      LOSSES  	FAIR VALUE  
<S>                            <C>       <C>        <C>        <C>
DEBT SECURITIES ISSUED 
	BY STATES OF THE U.S.  
	AND POLITICAL  
	SUBDIVISIONS OF  
	THE STATES	                   $12,524	     $  8      $  -      $12,532	  
</TABLE>			  						  
			                                          MARCH 31, 1995			  
<TABLE>
<CAPTION>                                   GROSS	     GROSS	         
			                             AMORTIZED	UNREALIZED	UNREALIZED 	ESTIMATED   
			                               COST      GAINS      LOSSES   	FAIR VALUE  
<S>                             <C>       <C>        <C>         <C>  
MORTGAGE-BACKED
	SECURITIES	                    $ 3,201	     $ --	     $  48     $ 3,153  
  
DEBT SECURITIES ISSUED  
	BY STATES OF THE U.S.
	AND POLITICAL  
	SUBDIVISIONS OF  
	THE STATES	                      7,010 	       2   	      -   	   7,012  
TOTAL                           $10,211	     $  2     	$  48    	$10,165  
</TABLE>  
	Investments in debt securities issued by states of the U.S. and political   
subdivisions of the States as of March 31, 1996 in the amount of approximately 
$12,532,000 are scheduled to mature within one year.   
	  
	Proceeds from the sale of investments aggregated approximately $15,128,000 for 
year ended March 31, 1996.  The realized net loss on these sales totaled 
approximately $42,000.  Proceeds from the sale of investments during the same 
period of the previous year totaled approximately $3,340,000 on which a net loss
of approximately $226,000 was realized.  The Company uses the specific 
identification method in determining cost on these investments.  The change in 
unrealized gain (loss) on investments was an increase (decrease) of 
approximately $54,000 and $(46,000) for the years ended March 31, 1996 and 1995.
  
  
3.	LINE OF CREDIT  
  
	The Company had available at March 31, 1996 and 1995 an unsecured bank line of 
credit with a maximum borrowing limit of $10 million.  The interest rate is at 
prime (8.25  and 9 percent at March 31, 1996 and 1995, respectively). The 
Company anticipates that it will be able to extend or replace its existing line 
of credit when it expires July 31, 1996.  As of and during the years ended March
31, 1996 and 1995, there were no outstanding borrowings on the Company's line of
credit.  
  
4.	INCOME TAXES  
  
	The components of the provision for income taxes are as follows (in   
thousands):  
<TABLE>  
<CAPTION>                        			   			YEAR ENDED MARCH 31,	  
			                                  1996   	    1995    	    1994     
         <S>                        <C>         <C>         <C>
         CURRENT:  
	            FEDERAL                $5,034 	    $2,282 	    $  546   
	            STATE	                  1,137  	      554 	       141   
         DEFERRED:  
	            FEDERAL	               (1,775)	      (374)	      (536)  
	            STATE              	     (393)       (116)       ( 86)  

	                                 	 $4,003   	  $2,346     	$   65        
</TABLE>  
	A reconciliation of the provision for income taxes at the statutory federal 
income tax rate of 34 percent to the effective tax provision as reported is as 
follows (in thousands):  
<TABLE>  
<CAPTION>                           						YEAR ENDED MARCH 31,	  
		                                   1996   	     1995     	    1994      
    <S>                             <C>          <C>          <C> 
    TAXES AT STATUTORY  
     FEDERAL RATE	                  $3,435    	  $1,941	      $   74   
    STATE INCOME TAXES, NET  
	    OF FEDERAL BENEFIT	               470  	       264  	        85   
    TAX-EXEMPT INTEREST AND  
    	DIVIDEND INCOME	                 (102)   	     (74)	        (93)  
    LOSS ON FOREIGN  
     OPERATIONS	                       186 	        131  	         -   
    OTHER	                              14  	        84  	        (1)  
                                 		 $4,003      	 $2,346  	   $   65   
</TABLE> 
	The temporary differences which give rise to the deferred tax assets as   
of March 31, 1996 and 1995 are as follows (in thousands):  
<TABLE>
<CAPTION>                           						AS OF MARCH 31,	       
					                                    1996    		   1995	  
<S>                                    <C>          <C>
      INVENTORY RESERVES	              $ 2,519	     $ 2,016   
      ALLOWANCES FOR SALES  
	      RETURNS AND  
	      UNCOLLECTIBLE ACCOUNTS	           1,360    	     732   
      DEPRECIATION AND  
	      AMORTIZATION	                       218      	   163   
      VACATION PAY AND ACCRUED  
	      COMPENSATION	                        47	          52   
      ACCOUNTS PAYABLE ACCRUALS	         1,014	          --   
      OTHER	                               121	         148    
		                                     $ 5,279	     $ 3,111   
  
5.	COMMITMENTS  
  
	The Company leases its facilities and certain equipment under non-cancelable 
operating leases.  Rental expense for the years ended March 31, 1996, 1995 and 
1994 was $2,834,000, $2,641,000 and $3,002,000, respectively.  The leases have 
initial expiration dates ranging from 1996 to 2001.  Certain of the leases 
contain renewal options, termination options and periodic adjustment of the 
minimum monthly rental payment based upon   
increases in the Consumer Price Index.  
  
	At March 31, 1996, the aggregate future minimum rentals are as   
follows (in thousands):  

</TABLE>
<TABLE>
<CAPTION>
              		YEAR ENDING MARCH 31, 	     	AMOUNT  
<S>               			<C>						              <C>
	                      1997	                 $2,565  
	                      1998	                  2,952  
	                      1999                  	1,190  
                      	2000	                    829  
	                      2001                    	681  
			                                          $8,217  
</TABLE>
6.	EMPLOYEE BENEFIT PLANS  
  
	The Company has a qualified 401(k) profit-sharing plan covering substantially 
all of its employees.  The Company matches, at a 25 percent rate, associates' 
contributions up to 4 percent of compensation.  In fiscal years 1996, 1995 and 
1994, the Company's matching contributions equaled $45,000, $43,000 and $46,000,
respectively.  The plan also provides for discretionary Company contributions as
approved by the Board of Directors.  Contributions of $251,000 and $149,000 for 
the years ended March 31, 1996 and 1995, respectively, are included in   
the accompanying statements of income.  The Board did not authorize such a   
contribution for the year ended March 31, 1994.  
  
	On March 1, 1996, the Company introduced a deferred compensation plan which 
permits eligible employees and officers to defer a portion of their compensation
and requires the Company to provide certain matching amounts as defined in the 
plan.  
  
7.	STOCK OPTION PLANS  
  
	In addition to the 1987 stock option plan, on July 27, 1995, the Company's 
shareholders approved the 1995 stock option plan under which certain options 
were previously granted subject to such approval.  The two stock option plans 
("the Plans") provide for the granting of incentive stock options or 
nonqualified stock options to employees and directors of the Company.  
Nonemployee directors are only eligible to be granted nonqualified stock 
options.  Incentive stock options may be granted at prices not less than 100% of
the fair market value of such shares at the date of grant (110% with respect 
to optionees who are 10% or more stockholders of the Company).  Nonqualified 
options may be granted at prices not less than 85% of the fair market value of 
such shares at the date of grant.  Options granted under the Plans become 
exercisable in installments as determined by the Board of Directors.  There are 
676,000 shares issuable under the 1987 plan and 400,000 shares issuable under 
the 1995 plan.  The expiration date of the options is determined by the Board of
Directors and does not exceed 10 years for incentive options (5 years with 
respect to optionees who are 10% or more stockholders of the Company) and 10   
years and 1 day for nonqualified options.  

	The changes in the number of common shares under option for the years ended 
March 31, 1994, 1995, and 1996 are summarized as follows:  
<TABLE>
<CAPTION>                               1995 PLAN               1987 PLAN
		                                 NUMBER OF 	         	 	 NUMBER OF  
		                                   SHARES		PRICE RANGE	    SHARES	 PRICE RANGE
<S>                                <C>      <C>            <C>      <C>
OUTSTANDING AS OF MARCH 31, 1993 	     --	      	---		      560,130		1.70 - 5.10
	EXERCISED	                            --     			---		       63,600	 4.78 - 5.10
	FORFEITED	                            -- 	    		---		       38,500	 4.78 - 5.10
OUTSTANDING AS OF MARCH 31, 1994     	 --     			---	       458,030  1.70 - 5.10
	GRANTED		                        	150,000			   5.42	        95,000  5.00 - 5.20
	EXERCISED		                           --		      ---	      	173,120	 2.02 - 4.78
	FORFEITED	                            --	     		---	     	  25,000	 4.78 - 5.20
OUTSTANDING AS OF MARCH 31, 1995  	150,000	   		5.42      		354,910  1.70 - 5.20
	GRANTED	                           81,500 	7.44 - 11.16    	39,500	 4.57 -11.16
	EXERCISED	                            --	      	---        	70,920 	1.70 - 5.20
	FORFEITED	                            --	      	---        	13,700 	4.78 - 5.20
OUTSTANDING AS OF MARCH 31, 1996  	231,500 	5.42 - 11.16   	309,790	 2.02 -11.16
EXERCISABLE AS OF MARCH 31, 1996   	30,000 	    5.42       	215,690	 2.02 - 5.20
</TABLE>  
  
  
8.	SUMMARY OF QUARTERLY RESULTS OF OPERATIONS (UNAUDITED)  
<TABLE>
<CAPTION>
		                          				         QUARTERS (YEARS ENDED MARCH 31)
						                                   1st  		  2nd 		   3rd  		  4th
						                                  (IN THOUSANDS EXCEPT PER SHARE DATA)
<S>                                  <C>       <C>       <C>        <C>  
FISCAL 1996  
	NET SALES	                           $76,040 	 $90,318	  $121,396 	 $77,745  
	COST OF SALES	                        68,639	   81,604	   109,014   	69,104  
	NET INCOME	                              754	    1,765	     2,904	      678  
	NET INCOME PER COMMON	  
		AND COMMON SHARE EQUIVALENT:  
			PRIMARY	                           $   .14	  $   .32 	  $   .52   $   .12  
			FULLY DILUTED	                     $   .14	  $   .32	   $   .51	  $   .12  
	WEIGHTED AVERAGE NUMBER OF  
		COMMON AND COMMON SHARE  
		 EQUIVALENTS OUTSTANDING:  
			 PRIMARY	                            5,519	    5,568	     5,637	    5,700  
			 FULLY DILUTED	                      5,544    	5,591     	5,671    	5,714
    
FISCAL 1995  
	NET SALES	                           $76,816  	$76,653   	$91,226	  $59,013   
	COST OF SALES	                        70,053   	69,962    	82,390   	52,371   
	NET INCOME	                              655      	575     	1,683      	449   
	NET INCOME PER COMMON
		AND COMMON SHARE EQUIVALENT:  
			PRIMARY	                           $   .12 	 $   .10	   $   .30   $   .08   
			FULLY DILUTED	                     $   .12 	 $   .10	   $   .30	  $   .08   
	WEIGHTED AVERAGE NUMBER OF  
		COMMON AND COMMON SHARE  
		 EQUIVALENTS OUTSTANDING:  
			 PRIMARY	                            5,564 	   5,622	     5,644	    5,533    
	   FULLY DILUTED	                      5,558 	   5,655	     5,636	    5,556
  
FISCAL 1994	  
	NET SALES	                           $48,356  	$64,115	   $91,532	  $60,515    
	COST OF SALES	                        44,029   	58,504	    84,137	   55,827    
	NET INCOME (LOSS)	                      (132)	     162	     1,263	   (1,137) 
	NET INCOME (LOSS) PER COMMON	  
		AND COMMON SHARE EQUIVALENT:  
			PRIMARY	                           $  (.02)	 $   .03	   $   .22   $  (.21)
			FULLY DILUTED	                     $  (.02)	 $   .03	   $   .22	  $  (.21)
	WEIGHTED AVERAGE NUMBER OF  
		COMMON AND COMMON SHARE  
	 	EQUIVALENTS OUTSTANDING:  
		 	PRIMARY	                            5,388	    5,652     	5,629    	5,430  
			 FULLY DILUTED	                      5,388    	5,631	     5,625	    5,430  
</TABLE>
  
ITEM 9 - CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS ON ACCOUNTING AND   
           FINANCIAL DISCLOSURE  
  
	Not applicable  

                                   PART III  
  
ITEM 10 - DIRECTORS AND EXECUTIVE OFFICERS OF THE REGISTRANT  
  
ITEM 11 - EXECUTIVE COMPENSATION  
  
ITEM 12  - SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT  
  
ITEM 13 - CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS  
  
	The information called for by Part III, Items 10, 11, 12 and 13, is hereby 
incorporated by reference to the "Security Ownership of Certain Beneficial 
Owners and Management," "Management," "Executive Compensation - Summary of Cash 
and Other Compensation," "- Option Grants" and "- Option Exercises and 
Holdings,"  "Certain Transactions" and "Compliance with Section 16(a) of 
Exchange Act" sections of the Company's definitive Proxy Statement filed with 
the Securities and Exchange Commission and mailed to stockholders on June 21, 
1996.

                                   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, 1996.  
  
 (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)  
  
		 10.3 	1995 Stock Option Plan (4)  
  
	 	11.0 	Statement re Computation of Per Share Earnings  
  
		 21.0 	Subsidiaries of the Registrant  
  
		 23.1 	Consent of Arthur Andersen LLP  

   27.0  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.  
  
	(4)    	Incorporated by reference to Registrant's Registration Statement on 
          Form S-8 (File No. 333-01155 filed on February 22, 1996.  
  
  
                                   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 1, 1996                     	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 1, 1996	                      By:	/s/ Charles C. Tillinghast, III  
				                                         Charles C. Tillinghast, III
				                                         Chief Executive Officer, Chairman
				                                          of the Board and Director
	                                          		(Principal Executive Officer)  
  
Date:	July 1, 1996                      	By:	/s/ Michael M. Nicita		  
			                                         	Michael M. Nicita
                                         				Director
  
Date:	July 1, 1996                      	By:	/s/ Loren C. Paulsen		  
					                                        Loren C. Paulsen
		                                         		Director
  
Date:	July 1, 1996	                      By:	/s/ Jonathan S. Fish		  
				                                         Jonathan S. Fish
				                                         Chief Financial Officer and
                                        					Executive Vice President-Finance 
	                                        				(Principal Financial and 
                                              Accounting Officer)
  
Date:	July 1, 1996	                      By:	/s/ James A. Leidich		  
				                                         James A. Leidich
				                                         Director
  
Date:	July 1, 1996                      	By:	/s/ E. William Swanson, Jr.	  
		                                         		E. William Swanson, Jr.
		                                         		Director  
  
Date:	July 1, 1996                      	By:	/s/ Trygve E. Myhren		  
				                                        	Trygve E. Myhren
					                                        Director
  
Date:	July 1, 1996	                      By:	/s/ Lynn S. Dawson		  
				                                        	Lynn S. Dawson  
		                                        			Director  
  
Date:	July 1, 1996                      	By:	/s/ Robert F. Bartlett		  
					                                        Robert F. Bartlett
					                                        Director
	  
  
  
                          ADVANCED MARKETING SERVICES, INC.  
  
                INDEX TO SCHEDULE TO CONSOLIDATED FINANCIAL STATEMENTS  
  
		                                                             						Page  
  
      Schedule:  
  
	           II	Valuation and Qualifying Accounts				                 	32  
  

	All other schedules are not submitted because they are not applicable, not 
required or because the required information is included in the consolidated 
financial statements of Advanced Marketing Services, Inc. or in the notes 
thereto.
  
  
                                     SCHEDULE II  
  
                         ADVANCED MARKETING SERVICES, INC.  
  
                         VALUATION AND QUALIFYING ACCOUNTS  
  
                  FOR THE YEARS ENDED MARCH 31, 1996, 1995 AND 1994  
                                   (In Thousands)  
<TABLE>  
<CAPTION>                     Balance at	   Additions		              Balance at
	                             beginning	     charged	                 	end of
                             	of period    	to income 	 Deductions	    period 
<S>                           <C>           <C>         <C>          <C>  
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
  
  
1996  
  
Allowance for uncollectible 
 accounts and sales returns	    $2,532	      $2,049	      $  408	      $4,173  
  
Reserve for markdown  
 of inventory	                  $4,904	      $4,010	      $3,027	      $5,887  
  
</TABLE>

Exhibit 11.0  
  
  
                           ADVANCED MARKETING SERVICES, INC.  
  
                    STATEMENT RE COMPUTATION OF PER SHARE EARNINGS  
  
                   FOR THE YEARS ENDED MARCH 31, 1996, 1995 AND 1994  
  
                                      (UNAUDITED)  
  
                         (in thousands except per share data)  
<TABLE>  
<CAPTION>
		                                             1996    	  1995     	 1994  
<S>                                          <C>        <C>        <C>
NET SALES	                                    $6,101	    $3,362	    $  156  
  
WEIGHTED AVERAGE NUMBER OF COMMON AND   
	COMMON SHARE EQUIVALENTS OUTSTANDING:  
  
Weighted average shares outstanding 	          5,424	     5,434	     5,415  
  
Weighted average common share  
	equivalents-dilutive stock options:  
		  
		Primary	                                       195	       154	         -  
		Fully Diluted	                                 275	       177	         -  
  
Total Weighted Average Common and 
 Common Equivalent Shares:  
  
		Primary	                                     5,619	     5,588	     5,415  
		Fully Diluted	                               5,699	     5,611    	 5,415  
  
NET INCOME PER COMMON AND  
	COMMON SHARE EQUIVALENT:  
  
		Primary	                                    $ 1.09	    $  .60	    $  .03  
		Fully Diluted	                              $ 1.07	    $  .60	    $  .03 
</TABLE>	  
_____________________________  
In fiscal year 1994, dilutive common stock equivalents resulted in less than a
3% change in earnings per share (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 EPS.  
  
  
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  
  
  
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, 33-43792 and 333-01155.  
					  
  
San Diego, California	            ARTHUR ANDERSEN LLP  
June 27, 1996


<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-31-1996
<PERIOD-END>                               MAR-31-1996
<CASH>                                           8,706
<SECURITIES>                                    12,532
<RECEIVABLES>                                   59,913
<ALLOWANCES>                                     4,173
<INVENTORY>                                     72,297
<CURRENT-ASSETS>                               159,302
<PP&E>                                           7,837
<DEPRECIATION>                                   4,769
<TOTAL-ASSETS>                                 162,651
<CURRENT-LIABILITIES>                          111,680
<BONDS>                                              0
                                0
                                          0
<COMMON>                                             6
<OTHER-SE>                                      50,965
<TOTAL-LIABILITY-AND-EQUITY>                   162,651
<SALES>                                        365,499
<TOTAL-REVENUES>                               365,499
<CGS>                                          328,361
<TOTAL-COSTS>                                  328,361
<OTHER-EXPENSES>                                28,243
<LOSS-PROVISION>                                 2,049
<INTEREST-EXPENSE>                                   0
<INCOME-PRETAX>                                 10,104
<INCOME-TAX>                                     4,003
<INCOME-CONTINUING>                              6,101
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     6,101
<EPS-PRIMARY>                                     1.09
<EPS-DILUTED>                                     1.07
        

</TABLE>


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