ADVANCED MARKETING SERVICES INC
SC 13G/A, 2000-02-09
MISCELLANEOUS NONDURABLE GOODS
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                  SCHEDULE 13G

                    UNDER THE SECURITIES EXCHANGE ACT OF 1934

                               (AMENDMENT NO. 10)*

                        ADVANCED MARKETING SERVICES, INC.
                                (Name of Issuer)

                    Common Stock, Par Value $0.001 Per Share
                         (Title of Class of Securities)

                                   0753T 10 5
                                 (CUSIP Number)

         Check the following box if a fee is being paid with this statement __.
         (A fee is not required only if the filing person: (1) has a previous
         statement on file reporting beneficial ownership of more than five
         percent of the class of securities described in Item 1; and (2) has
         filed no amendment subsequent thereto reporting beneficial ownership of
         five percent or less of such class.) (See Rule 13d-7).

         *The remainder of this cover page shall be filled out for a reporting
         person's initial filing on this form with respect to the subject class
         of securities, and for any subsequent amendment containing information
         which would alter the disclosures provided in a prior cover page.

         The information required in the remainder of this cover page shall not
         be deemed to be "filed" for the purpose of Section 18 of the Securities
         Exchange Act of 1934 ("Act") or otherwise subject to the liabilities of
         that section of the Act but shall be subject to all other provisions of
         the Act (however, see the Notes).


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CUSIP NUMBER: 00753T 10 5               13G

1. NAME OF REPORTING PERSON:  Loren Carl Paulsen, as Trustee under
                              Revocable Trust UTD May 13, 1987
                              Social Security or IRS ID:  ###-##-####

2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*   (a)
                                    Not applicable     (b)

3. SEC USE ONLY

4. CITIZENSHIP OR PLACE OF ORIGIN:  U.S.A.

NUMBER OF SHARES BENEFICIALLY OWNED BY EACH REPORTING PERSON WITH:

             5. SOLE VOTING POWER:  629,730 (1)

             6. SHARED VOTING POWER:  -0-

             7. SOLE DISPOSITIVE POWER:  629,730 (1)

             8. SHARED DISPOSITIVE POWER:  -0-

9. AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON:  718,257 (1)

10. CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (9) EXCLUDES CERTAIN SHARES:
                                 Not Applicable

11. PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW 9:  8.4%

12. TYPE OF REPORTING PERSON:  Individual (as Trustee)

(1) Note: Advanced Marketing Services, Inc. announced a stock split effective
January 15, 2000. All figures reported herein reflect the number of shares on a
"pre-split" basis.



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ITEM 1.

         (a)  Name of Issuer:  Advanced Marketing Services, Inc.

         (b)  Address of Issuer's Principal Executive offices:
              5880 Oberlin Dr., Suite 400, San Diego, California  92121-9653

ITEM 2.

         (a)  Name of Person Filing:   Loren Carl Paulsen (as Trustee)

         (b)  Address of Principal Business Office:
              5880 Oberlin Dr., Suite 400, San Diego, California 92121-9653

          (c)  Citizenship:  U.S.A.

          (d)  Title of Class of Securities:  Common Stock

          (e)  CUSIP Number:  00753T 10 5

ITEM 3. (C)  STATEMENT FILED PURSUANT TO RULES 13D-1(B) OR 13D-2(B):
                                 Not applicable.

ITEM 4.     OWNERSHIP

            (a)  Amount Beneficially Owned:  718,257 (1)

            (b)  Percent of Class:  8.4%

            (c) Number of shares as to which reporting person has:
                (i) sole power to vote or to direct the vote: 629,730 (1)
                (ii) shared power to vote or to direct the vote: 0
                (iii) sole power to dispose or to direct the disposition of:
                                                                     629,730 (1)
                (iv) shared power to dispose or to direct the disposition of:  0

ITEM 5.  OWNERSHIP OF 5% OR LESS OF A CLASS:  Not applicable

ITEM 6.  OWNERSHIP OF MORE THAN 5% ON BEHALF OF ANOTHER PERSON:
                                 Not applicable

ITEM 7.  IDENTIFICATION AND CLASSIFICATION OF THE SUBSIDIARY WHICH ACQUIRED
         THE SECURITY BEING REPORTED ON BY THE PARENT HOLDING COMPANY:
                                 Not applicable

ITEM 8.  IDENTIFICATION AND CLASSIFICATION OF MEMBERS OF THE GROUP:
                                 Not applicable

ITEM 9.  NOTICE OF DISSOLUTION OF GROUP:    Not applicable

ITEM 10.  CERTIFICATION:   Not applicable


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                                    SIGNATURE

         After reasonable inquiry and to the best of my knowledge and belief, I
         certify that the information set forth in this statement is true,
         complete and correct.

                                                   Date:    February 4, 2000


                                                   /s/ Loren Carl Paulsen
                                                   -----------------------------
                                                   Loren Carl Paulsen, Trustee






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