ADVANCED MARKETING SERVICES INC
10-K/A, 1998-07-09
MISCELLANEOUS NONDURABLE GOODS
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<PAGE>

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

                                   FORM 10-K/A

(MARK ONE)
/X/           ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
                 SECURITIES EXCHANGE ACT OF 1934 [FEE REQUIRED]

                    FOR THE FISCAL YEAR ENDED MARCH 31, 1998

                                       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 10, 1998 was $62,222,698.

     The number of shares of the Registrant's Common Stock outstanding as of
June 10, 1998 was 5,619,839.

                       DOCUMENTS INCORPORATED BY REFERENCE

     Portions of the Registrant's definitive Proxy Statement for its July 23,
1998 Annual Meeting of Stockholders (filed June 19, 1998) are incorporated by
reference into Part III of this Form 10-K.


<PAGE>

<PAGE>



                        ADVANCED MARKETING SERVICES, INC.

                 CONSOLIDATED STATEMENTS OF STOCKHOLDERS' EQUITY

                FOR THE YEARS ENDED MARCH 31, 1998, 1997 AND 1996

                                 (IN THOUSANDS)
<TABLE>
<CAPTION>
                                     COMMON STOCK                              UNREALIZED    FOREIGN
                                     OUTSTANDING       ADDITIONAL             (GAIN) LOSS    CURRENCY
                                ----------------------  PAID-IN     RETAINED      ON        TRANSLATION TREASURY
                                  SHARES      AMOUNT    CAPITAL     EARNINGS  INVESTMENTS   ADJUSTMENT    STOCK     TOTAL
                                ----------  ---------- ------------ --------- ------------- ----------- --------- --------
<S>                                <C>         <C>        <C>          <C>         <C>            <C>    <C>       <C>
BALANCE, March 31, 1995              5,395       $  6     $ 25,519   $ 21,012     $  (46)     $  (124)  $(2,030)  $ 44,337
Exercise of Options                     71          -          449          -          -            -         -        449
Unrealized Gain on Investments           -          -            -          -         54            -         -         54
Foreign Currency Translation             -          -            -          -          -           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
Exercise of Options                     55                     351          -          -            -         -        351
Unrealized Gain on Investments           -          -            -          -          1            -         -          1
Foreign Currency Translation             -          -            -          -          -            8         -          8
Net Income                               -          -            -      6,456          -            -         -      6,456
- ----------------------------   ----------- ---------- ------------  --------- -----------  ---------- ---------  ---------

BALANCE, March 31, 1997              5,521          6       26,319     33,569          9          (86)   (2,030)    57,787
Exercise of Options                     99          -          826          -          -            -         -        826
Repurchase of Common Stock             (10)         -            -          -          -            -       (90)       (90)
Unrealized Loss on Investments           -          -            -          -         (1)           -         -         (1)
Foreign Currency Translation             -          -                                  -           77         -         77
Net Income                               -          -            -      9,149          -            -         -      9,149
- ----------------------------   ----------- ---------- ------------  --------- -----------  ---------- ---------  ---------

BALANCE, March 31, 1998              5,610       $  6     $ 27,145    $42,718      $   8         $ (9)  $(2,120)  $ 67,748

- ----------------------------   ----------- ---------- ------------  --------- -----------  ---------- ---------  ---------
</TABLE>

The accompanying notes are an integral part of these consolidated statements.

                                                    18
<PAGE>

                                   SIGNATURES

Pursuant to the requirements of Section 13 or 15(d) of the Securities Exchange
Act of 1934, the Registrant has duly caused this report to be signed on its
behalf by the undersigned, thereunto duly authorized.
<TABLE>
                                          ADVANCED MARKETING SERVICES, INC.
<S>       <C>                    <C>
Date:     July 9, 1998           By:      /s/ Charles C. Tillinghast, III
                                          -------------------------------
                                          Charles C. Tillinghast, III
                                          Chairman of the Board and Director
</TABLE>
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.
<TABLE>
<S>       <C>                    <C>
Date:     July 9, 1998           By:      /s/ Charles C. Tillinghast, III
                                          -------------------------------
                                          Charles C. Tillinghast, III
                                          Chairman of the Board and Director

Date:     July 9, 1998           By:      /s/ Michael M. Nicita
                                          ---------------------
                                          Michael M. Nicita
                                          Chief Executive Officer and Director
                                          (Principal Executive, Financial and
                                          Accounting Officer)

Date:     July 9, 1998           By:      /s/ Loren C. Paulsen
                                          --------------------
                                          Loren C. Paulsen
                                          Director

Date:     July 9, 1998           By:      /s/ James A. Leidich
                                          --------------------
                                          James A. Leidich
                                          Director

Date:     July 9, 1998           By:      /s/ E. William Swanson, Jr.
                                          ---------------------------
                                          E. William Swanson, Jr.
                                          Director

Date:     July 9, 1998           By:      /s/ Trygve E. Myhren
                                          --------------------
                                          Trygve E. Myhren
                                          Director

Date:     July 9, 1998           By:      /s/ Lynn S. Dawson
                                          ------------------
                                          Lynn S. Dawson
                                          Director

Date:     July 9, 1998           By:      /s/ Robert F. Bartlett
                                          ----------------------
                                          Robert F. Bartlett
                                          Director
</TABLE>
                                       28


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