HERITAGE MEDIA CORP
10-Q, 1995-11-03
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               SECURITIES AND EXCHANGE COMMISSION
                     Washington, D.C. 20549
                                
                      ____________________
                                
                            FORM 10-Q

     X          QUARTERLY REPORT PURSUANT TO SECTION 13 OR  15(d)
     OF  THE  SECURITIES  EXCHANGE  ACT  FOR  THE  QUARTER  ENDED
     SEPTEMBER 30, 1995.

           TRANSITION REPORT PURSUANT TO SECTION 13 OR  15(d)  OF
     THE  SECURITIES ACT OF 1934 FOR THE TRANSACTION PERIOD  FROM
     __________ TO _________.



                Commission file number:  1-100155
                                
                                
                    ________________________
                                
                                
                   HERITAGE MEDIA CORPORATION
     (Exact Name of Registrant as Specified in Its Charter)


           IOWA                               42-1299303
(State or Other Jurisdiction of  (I.R.S. Employer Identification No.)
Incorporation or Organization)
13355 Noel Road, Suite 1500
      Dallas, Texas                             75240
(Address of Principal Executive Office)       (Zip Code)

       Registrant's telephone number, including area code:
                         (214) 702-7380


      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  the number of shares outstanding of each  of  the
issuer's  classes  of common stock, as of the latest  practicable
date.

Class                             Outstanding   at November  3, 1995
_______                           ___________________________________

Class A, $.01 Par Value                        17,708,531




                    PART I.  SUMMARIZED FINANCIAL INFORMATION
                    Item 1.  Financial Statements


<TABLE>
               
                     HERITAGE MEDIA CORPORATION AND SUBSIDIARIES
                              CONSOLIDATED BALANCE SHEETS
                                 (Dollars in thousands)
               
<CAPTION>                                 ASSETS
                                                                        (unaudited)
                                                                        September30, December 31,
<S>                                                                          1995        1994
               
                    Current assets:                                        <C>          <C>    
                       Cash and cash equivalents                         $1,788       4,270
                       Short-term investments  (note 4)                   4,750                      -
                       Trade receivables, net                            66,308      51,096
                       Prepaid expenses and other                         4,904       2,936
                       Inventory                                          6,201       5,711
                       Broadcast program rights                           1,468       1,518
                       Deferred income taxes                              5,385       3,369
                                                                         _______    _______
                                 Total current assets                    90,804      68,900
                    Property and equipment, net                          58,374      54,799
                    Goodwill and other intangibles, net                 392,046     382,288
                    Noncurrent broadcast program rights                   2,252       1,429
                    Deferred finance costs, net                           3,553       3,870
                    Other assets                                          4,114       2,861
                                                                        ________    _______ 
                                                                        $551,143    514,147
                                                                        ========   =========
               
                          LIABILITIES AND STOCKHOLDERS' EQUITY
                    Current liabilities: 
                       Note payable  (note 3)                            $5,000         -
                       Current installments of long-term debt  (note 2)   3,278      11,823
                       Accounts payable                                  16,144      16,906
                       Accrued expenses                                  39,867      35,826
                       Broadcast program rights payable                   2,054       1,842
                       Deferred advertising revenues                     21,469      13,864
                                                                         ______      ______
                              Total current liabilities                  87,812      80,261
                    Long-term debt, excluding current portion  (note 2) 347,102     339,702
                    Broadcast program rights payable, excluding current     
                     portion                                                841         918
                    Other long-term liabilities                           1,662         651
                    Deferred income taxes                                 5,001       3,369
                    Stockholders' equity:
                       Common stock, $.01 par value:
                         Class A - 40,000,000 shares authorized. Issued,
                           17,736,359 shares in 1995 and 17,548,716 shares    
                            in 1994                                         177         175
                       Additional paid-in capital                       222,418     219,092
                       Unrealized gain on investments, net  (note 4)        630         -
                       Accumulated deficit                             (112,610)   (128,214)
                       Accumulated foreign currency translation
                        adjustments                                      (1,436)     (1,353)
                       Class A common stock in treasury, at cost (32,828   
                        shares in 1995 and 1994)                          (454)       (454)
                                                                        ________    ________
                                Total stockholders' equity              108,725      89,246
                    Commitments and contingencies  (note 3)             ________    ________
                                                                        $551,143    514,147
                                                                        ========   =========
               
</TABLE>
               
               
                    See accompanying notes to consolidated financial statements.
               
          
               
               
               
               
               
               
<TABLE>
               
               
                      HERITAGE MEDIA CORPORATION AND SUBSIDIARIES
                         CONSOLIDATED STATEMENTS OF OPERATIONS
                   (Dollars in thousands, except share information)
                                      (unaudited)
               
<CAPTION>               
                                                                        Three Months            Nine Months
                                                                     ended September 30,     ended September 30,
                                                                     _____________________   _____________________
<S>                                                                          
                                                                          1995        1994        1995        1994
                    Net revenues:                                      _________   _________   _________    _______ 
    
                                                                           <C>       <C>         <C>          <C>                  
                      In-store marketing                                $86,601      53,371     235,126     149,652
                      Television                                         10,703      11,163      32,665      32,416
                      Radio                                              11,404      10,954      31,274      28,758
                                                                        _______      ______     _______    ________
                                                                        108,708      75,488     299,065     210,826
                    Costs and expenses:                                 _______     _______     _______    ________
                      Cost of services:
                         In-store marketing                              56,044      28,342     155,378      84,603
                         Television                                       2,666       2,683       7,620       7,663
                         Radio                                            3,411       3,272       7,997       7,801
                      Selling, general and administrative                20,180      18,630      59,391      52,124
                      Depreciation                                        3,790       3,222      11,081      10,859
                      Amortization of goodwill and other assets           3,303       3,036      10,125       9,344
                      Other nonrecurring charges                            -         1,500        -          3,100
                                                                         ______      ______     _______     _______
                                                                         89,394      60,685     251,592     175,494
                                                                        _______     _______     _______     _______
                         Operating income                                19,314      14,803      47,473      35,332
                                                                        _______     _______    ________    ________
                    Other expense:
                      Interest, net                                      (8,714)     (7,738)    (26,190)    (22,196)
                      Gain/(loss) on sale of assets  (note 3)               757           -         757      (1,600)
                      Other, net                                           (244)        (52)       (834)       (684)
                                                                         _______     _______    ________    ________
                                                                         (8,201)     (7,790)    (26,267)    (24,480)
                                                                        ________     _______    _________   ________
               
                         Income before income taxes                      11,113       7,013      21,206      10,852
                    Income taxes                                         (2,736)       (700)     (5,602)     (2,384)
                                                                        ________     ________   ________    _________  
                        Net income                                       $8,377       6,313      15,604       8,468
                                                                        ========     ========   ========    =========
                    Net income (loss) applicable to common stock         $8,377       6,313      15,604     (11,183)
                                                                       =========     ========   ========    =========
               
                    Weighted average common shares outstanding           17,695      17,472      17,666      17,339
                                                                       =========    =========   ========   ==========
               
                    Net income (loss) per common share                    $0.47        0.36        0.88       (0.64)
                                                                       =========    =========   =========  ==========

</TABLE>




               
               
                    See accompanying notes to consolidated financial statements.
               
               
               
               
               
               
               
               
<TABLE>
               
               
                      HERITAGE MEDIA CORPORATION AND SUBSIDIARIES
                         CONSOLIDATED STATEMENTS OF CASH FLOWS
                     Nine Months Ended September 30, 1995 and 1994
<CAPTION>
                                 (Dollars in thousands)
                                      (unaudited)
               
                                                                          1995        1994
                        <S>                                                 ______     ________
                    Cash flows from operating activities:
                                                                           <C>         <C>            
                      Net income                                        $15,604       8,468
                      Adjustments to reconcile net income to net cash
                        provided by operating activities:
                          Noncash interest and amortization of debt 
                           issuance costs                                   561         574
                          Stock appreciation rights                         -         3,100
                          Depreciation                                   11,081      10,859
                          Amortization:
                            Broadcast program rights                      1,534       1,532
                            Goodwill and other assets                    10,125       9,344
                          Other                                            (257)       (537)
                          Write-off of fixed assets                         348         570
                          (Gain)/loss on sale of assets                    (757)      1,600
                          Changes in certain assets and liabilities
                            net of effects of acquisitions:
                              Accounts receivable                       (10,552)      7,017
                              Other assets                               (2,956)     (1,589)
                              Accrued stock appreciation rights          (3,800)        -             -
                              Accounts payable and accrued expenses       4,668      (3,622)
                              Increase (decrease) in deferred revenue     6,944      (2,594)
                                                                        ________    ________
                                   Net cash provided by operating        32,543      34,722
                                          activities                    ________    ________               
                    
                    Cash flows from investing activities:
                      Acquisitions, net  (note 3)                       (16,562)     (7,767)
                      Investments  (note 4)                              (3,708)                     -
                      Capital expenditures                              (13,073)     (8,804)
                      Proceeds from sale of assets  (note 3)              1,500                      -
                      Purchase of in-store marketing rights                (596)     (1,048)
                                                                        ________    ________
                         Net cash used by investing activities          (32,439)    (17,619)
                                                                       _________    ________
                    Cash flows from financing activities:
                      Long-term borrowings                               96,647      94,607
                      Retirements:
                        Long-term debt                                  (97,945)    (69,318)
                        Broadcast program rights payable                 (1,689)     (2,126)
                      Issuance of common stock                              628         137
                      Dividends on preferred stock                           -         (445)
                      Purchase and related costs of settlement rights        -      (38,541)
                      Payment of offering costs                              -         (276)
                      Payment of debt issuance costs                       (227)       (222)
                                                                        _________  __________
                                   
                       Net cash used by financing activities             (2,586)    (16,184)
                                                                         _______    __________

                    Net change during period                             (2,482)        919
                    Cash and cash equivalents at beginning of period      4,270       4,416
                                                                        _________  ___________
                    Cash and cash equivalents at end of period           $1,788       5,335
                                                                       ==========   ==========
                    Cash paid for interest                              $20,553      15,988
                                                                       ==========   ==========             
                    Cash paid for income taxes                           $2,232       3,382
                                                                       ==========   ==========

</TABLE>

 See accompanying notes to consolidated financial statements.

           
           
           
           HERITAGE MEDIA CORPORATION AND SUBSIDIARIES
                                
           NOTES TO CONSOLIDATED FINANCIAL STATEMENTS


                       September 30, 1995


                           (Unaudited)


Note 1.        Results of Operations.

      The  results  of  operations for the 1995  interim  periods
reported are not necessarily indicative of results to be expected
for the year.  The information reflects all adjustments (none  of
which  were other than normal recurring items) which are, in  the
opinion  of management, necessary to present a fair statement  of
the  results for the interim periods.  It is suggested that  this
interim period financial information be read in conjunction  with
the  audited consolidated financial statements and notes  thereto
included  in  the Company's Annual Report on Form  10-K  for  the
fiscal year ended December 31, 1994.

Note 2.        Long-term Debt.

      Long-term debt at September 30, 1995 and December 31,  1994
is summarized as follows:

<TABLE>
                                       (Dollars in thousands)
<CAPTION>
                                        September 30,    December 31, 
                                             1995             1994
                                        _____________    _____________               

          <S>                              <C>                   <C>  
          HMSI senior notes             $150,000              150,000
          HMSI credit agreement          120,400              121,000
          HMC senior subordinated notes   50,000               50,000
          Canadian credit agreement       18,980               19,165
          Other                           11,000               11,360
                                        ________              _______           
                                         350,380              351,525
          Less current installments        3,278               11,823
                                         _______              _______           
                                        $347,102              339,702
                                        ========             ========


</TABLE>

   Long-term debt decreased by $1.1 million during the nine-month
period ended September 30, 1995.  The decrease was primarily  due
to  credit agreement payments mostly offset by borrowings for the
Powerforce  Services  acquisition  completed  during  the   first
quarter,  the  completion  of the acquisition  of  KXYQ-AM/FM  in
Portland, Oregon during the second quarter and the completion  of
the  KKCJ-FM  acquisition in Kansas City, Missouri in  the  third
quarter (see note 3).

    In  August  1995,  the Company entered into several  two-year
interest  rate  swap  agreements with a total notional  principal
amount  of  $50  million to proportionately balance  the  mix  of
floating  and fixed rate debt. Gains or losses related  to  these
agreements,  if not material, will be recognized at the  time  of
settlement  which  is  every six months  from  the  date  of  the
agreement.  At  September  30,  1995  the  fair  value  of   swap
agreements approximated its carrying amount.



Notes to Consolidated Financial Statements, (continued)

Note 3.   Acquisitions and Dispositions.

      In  January 1995, the Company completed its acquisition  of
Powerforce  Services, an in-store merchandise  services  company,
for  $6.3 million and contingent payments of up to $1 million  if
certain  operating  results  are  achieved.   Included   in   the
Company's  financial results for the nine months ended  September
30,  1995  were Powerforce revenues of $53 million which exceeded
the  comparable 1994 period by approximately 20%.  The  operating
income of $.7 million in 1995 was slightly better than 1994.

     In June 1995, the Company completed its acquisition of KXYQ-
AM/FM  in  Portland, Oregon for $7 million creating a duopoly  in
the  market.  The  station's call letters were changed  to  KKRH-
AM/FM.  Revenues  of $249,000 and an operating loss  of  $236,000
were  recognized  for the nine-month period ended  September  30,
1995.

     In July 1995, the Company completed its acquisition of KKCJ-
FM  in  Kansas  City, Missouri for $2 million in cash  and  a  $5
million  note payable due January 3, 1996 creating the  Company's
fifth  duopoly.   Subsequently the station's  call  letters  were
changed  to  KCIY-FM. The Company included financial  results  of
KCIY-FM  from  March 1995 under the terms of  a  Local  Marketing
Agreement.  For  the nine-month period ended September  30,  1995
revenues  of  $373,000  and an operating loss  of  $413,000  were
included in the consolidated results.

      The  acquisitions  discussed above were recognized  in  the
consolidated September 30, 1995 balance sheet as follows :

<TABLE>
                     
<CAPTION>                     (Dollars in thousands)

<S>                                     <C>

Working capital, net                  $(3,713)
Other noncurrent assets                 2,338
Goodwill and other intangibles         18,572
Long-term liabilities and debt           (635)
                                      ________

Total cash paid, net of cash acquired  $16,562
                                      =========

</TABLE>
      Assuming  the acquisitions discussed above and the  Infonet
acquisition in October 1994 were consummated on January 1,  1994,
consolidated revenues and net income on a proforma basis for  the
nine  months  ended  September 30, 1994 would  have  been  $262.2
million  and  $5.9 million, respectively. Loss  per  share  on  a
proforma  basis  for  the  same period  would   have  been  $.79.
Proforma  results for the nine-month period ended  September  30,
1995 are not materially different from historical results for the
same period.

      In September 1995, the Company sold the intellectual assets
(  including  format, call letters, trade name etc.) of  WOFX-FM,
"The Fox", in Cincinnati, Ohio for $1.5 million and recognized  a
gain  of $.8 million.  Concurrently, "The WAVE" was launched with
a  smooth  jazz format and the call letters of the  station  were
changed to WVAE-FM.

     In September 1995, the Company announced the sale of KEVN-TV
in  Rapid City, South Dakota for $14 million.  Upon completion of
the   sale,   the  Company  expects  to  recognize  a   gain   of
approximately $6 million.  The disposition is pending approval by 
the Federal Communications Commission ("FCC").


Notes to Consolidated Financial Statements, ( continued)

      In  September  1995, the Company agreed to  purchase  radio
stations  WMYV-FM  and  WWST-FM serving the Knoxville,  Tennessee
market  for  $6.5  million.  Completion of these acquisitions  is
subject  to  approval  by the FCC and will create  the  Company's
sixth duopoly within its eight operating markets.


Note 4.         Short-term Investments.

     Although the Company does not invest in equity securities in
the  normal  course  of business, during the  third  quarter  the
Company  made  a  short-term  investment  in  marketable   equity
securities  which are available for sale.  The investment  had  a
gross unrealized gain of $1 million at September 30, 1995 and  is
recognized as a separate component of stockholders' equity net of
applicable taxes.

Item 2.  Management's  Discussion and Analysis of Financial
      Condition and Results of  Operations.

Results of Operations:  Third Quarter 1995 compared to 1994

      Consolidated  net revenues of $108.7 million represented  a
44%  increase over the 1994 revenues of $75.5 million.  Operating
income  of  $19.3  million in 1995 exceeded the  comparable  1994
period by 30%.  Net income of $8.4 million improved significantly
versus  $6.3  million in 1994.  The improvement in the  Company's
operating  results  for  the  1995 period  is  primarily  due  to
increased revenues and operating income in the In-store Marketing
Group.  The Television and Radio Groups,  impacted by a  slowdown
in  the  growth of advertising revenues, the absence  of  KDLT-TV
sold  in  October 1994, the decrease in    political revenues  in
1995  and  the  recent  acquisition of two underperforming  radio
stations,  generated revenues equal to 1994  and  a  decrease  in
operating income.  Net income per share of $.47 in 1995  improved
versus  $.36 per share in 1994 due to the favorable results  from
operations. All comparisons, unless otherwise noted, are for  the
three-month period ended September 30, 1995 versus the comparable
1994 period.

       In-store   Marketing.    The  In-store   Marketing   Group
contributed  $86.6 million of revenues in 1995,  an  increase  of
62%,  compared  to  $53.4 million in 1994.  All  of  the  group's
product  revenues improved versus the 1994 period. The growth  of
Instant  Coupon  Machine (ICM) revenues, promotion  revenues  and
additional  revenues  from  Actmedia Canada  and  the  Powerforce
acquisition  were  the major contributors. ICM  revenues  totaled
$25.1  million  in  1995, an increase of 22%  compared  to  1994.
Promotion  revenues totaling $17.9 million improved by  41%  from
$12.7  million  in 1994. International revenues of  $7.5  million
exceeded  1994  by  42%  primarily due to  growth  from  Actmedia
Canada.  The  Powerforce  acquisition  added  $20.5  million   of
revenues  in the 1995 period.

      Operating  income of $14.3 million increased by  53%,  from
$9.3  million  in  the  1994 period, due primarily  to  increased
revenues and an increase in Actmedia's operating margin excluding
the  Powerforce  acquisition. The 1994  period  included  a  $1.5
million   nonrecurring   expense.  The   operating   margin   was
approximately 17% in  both 1995 and 1994. Excluding the operating
results  of  Powerforce, which operates with a  higher  level  of
variable  expenses,  the  In-store  Marketing  Group's  operating
margin increased to 21% in 1995.

      Television.  The Television Group revenues of $10.7 million
in 1995 declined 4% compared to  1994. Revenues increased 4% on a
same  station  basis excluding the Sioux Falls station  (sold  in
October  1994)  and approximately $400,000 of political  revenues
not  available in 1995. The Television Bureau of Advertising Time
Sales  Survey  reported that industry-wide gross  local  revenues
increased  by 5% and national revenues were up 1%   during    the
quarter  compared  to  1994.   The  Television  Group's  national
revenues increased 9%, while local revenues decreased 1% compared
to the 1994 period on a same station basis. The Group's operating
results  were  negatively  impacted  by  lower  results  at   the
Charleston, WV station.

     Operating income of $3.6 million decreased by 2% compared to
1994  primarily  as  a result of  lower revenues.  The  operating
margin declined from 35% in 1994 to 34% in 1995 on a same station
basis.  The Plattsburgh, NY/Hanover, VT stations continued strong
operating  income  improvement due  primarily  to  a  significant
increase in national advertising revenues.




      Radio.  The Radio Advertising Bureau reported that combined
total  revenues were up 7%, national revenues grew 2%  and  local
spot revenues improved 8% in the third quarter of 1995 versus the
same period in 1994 for the radio industry.  Net revenues of  the
Radio  Group  increased by 4% from $11 million in 1994  to  $11.4
million  in 1995.  The Radio Group's local revenues grew  by  6%,
but national revenues declined 10%.  The significant contributors
to the revenue growth were the St. Louis duopolies and the Kansas
City  station.  The recent Portland and Kansas City  acquisitions
added $.5 million of revenues.  The Cincinnati station's revenues
declined  due  to  the  direct format  competition  discussed  in
previous  filings.  The Cincinnati station sold the  intellectual
assets  of WOFX-FM and changed the format to smooth jazz and  the
call letters to WVAE-FM (see note 3).

      Operating income declined from $2.7 million in 1994 to $2.4
million  in 1995 primarily as a result of a $.4 million operating
loss  from the Portland and Kansas City acquisitions noted above.
The  operating  margin  was  25% in both  periods  excluding  the
acquisitions.

      Corporate  Expenses.  Corporate expenses of $1  million  in
1995 increased by 6% versus the 1994 period.

        Depreciation   and   Amortization.    Depreciation    and
amortization  of $7.1 million in 1995 increased  by  $.8  million
due  primarily  to  additional  In-store  Marketing  depreciation
associated   with   capital   expenditures   and   higher   Radio
amortization due to the acquisitions.

      Other  Nonrecurring.  Other nonrecurring  expense  in  1994
included  $1.5  million  of  noncash expense  for  accrued  stock
appreciation  rights.  Payment of the  rights  was  completed  in
January 1995.

      Interest  Expense.   Interest expense increased  from  $7.7
million  in 1994 to $8.7 million in the 1995 period due primarily
to higher interest rates and higher debt levels.

      Gain  on  sale  of  assets.  The Company recognized  a  $.8
million   gain   on   the   sale  of  the  Cincinnati   station's
intellectual assets noted above.

      Net  Income.   Primarily as a result of an additional  $4.5
million  of  operating income increased by the gain  on  sale  of
assets,  reduced by higher interest expense and income taxes, the
Company improved its net income from $6.3 million in 1994 to $8.4
million in 1995.

Results of Operations:  Nine Months 1995 compared to 1994

     Consolidated net revenues of $299.1 million increased by 42%
over  the  1994 revenues of $210.8 million.  Operating income  of
$47.5 million in 1995 exceeded the comparable 1994 period by 34%.
Net  income  of $15.6 million improved significantly versus  $8.5
million  in  1994.   The improvement in the  Company's  operating
results  for  the 1995 period reflects advertising and  promotion
revenue growth  and additional revenues from Actmedia Canada  and
the  Powerforce acquisition by the In-store Marketing  Group  and
increased  national  and  local  advertising  revenues   by   the
Television  and  Radio  Groups. The  income  per  share  of  $.88
improved in 1995 versus a $.64 per share loss in 1994 due to  the
favorable results from operations and the $1.13 per share  impact
of  settlement  rights  accretion  and  dividends  in  1994.  All
comparisons,  unless  otherwise noted,  are  for  the  nine-month
period  ended  September  30,  1995 versus  the  comparable  1994
period.

       In-store   Marketing.    The  In-store   Marketing   Group
contributed  $235.1 million of revenues in 1995, an  increase  of
57%,  compared  to  $149.7 million in 1994. All  of  the  group's
product revenues improved versus the 1994 period.  The growth  of
advertising, promotion, and  ICM revenues and additional revenues
from  Actmedia  Canada  and the Powerforce acquisition  were  the
major contributors. Advertising revenues totaled $41.2 million in
1995,  an  increase  of 14% compared to 1994. Promotion  revenues
totaling  $54.2 million increased 36% compared to 1994,  and  ICM
revenues grew by 8%. International revenues of $22.3 million grew
by  59%  versus 1994 as Actmedia Canada contributed an additional
$7.9  million of revenues. The Powerforce acquisition added $53.2
million of revenues  in the 1995 period.

      Operating  income of $30.6 million increased by  48%,  from
$20.7  million  in  the  1994 period due primarily  to  increased
revenues.   The 1994 period included a $3.1 million  nonrecurring
charge. The operating margin was approximately 13% in 1995 versus
14%   in  1994  due  to  Powerforce.  Excluding  Powerforce,  the
operating margin was 16% in 1995.

     Television.  The Television Group generated $32.7 million of
revenues  in  1995, a 1% increase compared to  $32.4  million  in
1994.   Revenues improved 6% compared to 1994 on a  same  station
basis.  The  Television Bureau of Advertising Time  Sales  Survey
reported  that  industry-wide gross local revenues  increased  by
7%  and  national revenues were up 5% compared to 1994.       The
Television Group's national revenues increased by 18%  and  local
revenues  improved  3%  compared to the 1994  period  on  a  same
station  basis.  The  1994 period also included  $.8  million  of
additional  political revenues. Revenues improved 9%  on  a  same
station basis excluding political revenues. All of the Television
Group's   stations,  except  Charleston,  WV  generated  improved
revenues in 1995 compared to the 1994 period.

      Operating income of $12.4 million increased by 16% compared
to  1994  primarily  as  a  result of  the  higher  revenues  and
favorable  mix  of  increased national  revenues.  The  operating
margin improved from 35% in 1994 to 38% in 1995 on a same station
basis.   The  Oklahoma  City, Pensacola, and  Plattsburgh/Hanover
stations  contributed substantially all of the  operating  income
improvement.

      The  rate  of  growth  of  local and  national  advertising
expenditures  in the industry softened in the third  quarter  and
continues to be slow entering the fourth quarter.
 .
      Radio.  The Radio Advertising Bureau reported that combined
national revenues grew 9% and local spot revenues improved 10% of
1995 versus the same period in 1994 for the radio industry.   Net
revenues of the Radio Group increased by 9% from $28.8 million in
1994  to  $31.3 million in 1995.  The Radio Group's national  and
local revenues grew by 10% and 9%, respectively.  The significant
contributors  to  the  revenue growth  were  the  St.  Louis  and
Rochester  duopolies and the Kansas City and  Portland  stations.
The  Cincinnati  station's  revenues  declined  significantly  as
previously discussed and the Seattle station's revenues  declined
due to direct competition in its format.  The Portland and Kansas
City acquisitions contributed $.6 million of revenues.

      Operating  income grew from $6.4 million in  1994  to  $7.1
million  in 1995 primarily as a result of the improved  revenues.
Operating  income  was $7.7  million excluding  the  acquisitions
noted  above. The operating margin improved from 22% in  1994  to
25% in 1995 excluding the acquisitions.

      The  Radio  industry  has  seen  a  softening  of  national
advertising expenditures in the third quarter and continuing into
the fourth quarter.

      Corporate Expenses.  Corporate expenses of $2.7 million  in
1995 increased by $150,000 versus the 1994 period.
       Depreciation    and   Amortization.    Depreciation    and
amortization  of $21.2 million in 1995 increased by  5%  compared
to 1994.

     Other  Nonrecurring.   Other nonrecurring  expense  in  1994
included  $3.1  million  of  noncash expense  for  accrued  stock
appreciation  rights.  Payment of the  rights  was  completed  in
January 1995.

      Interest  Expense.  Interest expense increased  from  $22.2
million in 1994 to $26.2 million in 1995 due primarily to  higher
interest rates and higher debt levels.

      Net  Income.  Primarily as a result of an additional  $12.1
million  of operating income, reduced by higher interest  expense
and  income taxes, the Company improved its net income from  $8.5
million in 1994 to $15.6 million in 1995.

Liquidity and Capital Resources

      Cash  flows provided by operating activities totaling $32.5
million  in 1995 decreased slightly compared to $34.7 million  in
1994  as  the improved operating results in 1995 were  more  than
offset  by  higher working capital requirements.  In  1995,  cash
flows  from  operations of $32.5 million and cash  on  hand  were
principally  utilized  for acquisitions  and  investments  ($20.3
million),  capital expenditures ($13.1 million),  and   debt  and
other liabilities reduction ($3 million).

       At  September 30, 1995, the Company, through its  Heritage
Media Services, Inc. subsidiary ("HMSI"), had a $155 million bank
credit  facility (the "Credit Agreement").  HMSI is the Company's
subsidiary  which  owns  ACTMEDIA and the Company's  broadcasting
properties.  The Credit Agreement was comprised of an $80 million
term   loan  which  began  to  amortize  on  December  31,  1994,
continuing  until June 1999 and a $75 million reducing  revolving
credit facility. The Company completed an amendment to the Credit
Agreement  on May 24, 1995 which renewed the available  funds  to
$151.4 million deferring principal payments to 1997 through 1999.
At  September  30, 1995, $76.4 million of the term loan  facility
and   $44.0  million  of  the  revolving  credit  facility   were
outstanding  and  $31  million  of  additional  borrowings   were
available  under  the  Credit  Agreement.  The  Credit  Agreement
includes a number of financial and other covenants, including the
maintenance  of  certain  operating  and  financial  ratios   and
limitations on or prohibitions of dividends, indebtedness, liens,
capital expenditures, asset sales and certain other items.  Loans
under  the  Credit Agreement are guaranteed by  the  Company  and
HMSI's  domestic subsidiaries and are secured by a pledge of  the
capital stock of HMSI and its domestic subsidiaries.

      On  June  22, 1992, HMSI issued $150 million of 11%  Senior
Secured  Notes (the "Senior Notes") due June 15, 2002.   Interest
on  the Senior Notes is payable semi-annually.  The Senior  Notes
rank on a parity with the obligations under the Credit Agreement,
are  guaranteed by HMC, and HMSI's domestic subsidiaries and  are
secured  by  a  pledge of capital stock of HMSI and its  domestic
subsidiaries.

      On  October 1, 1992 the Company issued $50 million  of  11%
Senior  Subordinated Notes (the "Subordinated Notes") due October
1,  2002.   Interest on the Subordinated Notes is  payable  semi-
annually.   The Subordinated Notes are subordinate  in  right  of
payment to the prior payment in full of the Credit Agreement  and
the Senior Notes.

      The Company anticipates that it will generate in excess  of
$40  million  of  net  cash  provided by  operations  during  the
remainder of 1995. The Company expects the major requirements for
cash  for  the remainder of 1995 to include $2 million  for  debt
principal payments, $13 million of interest payments,
   $3   million   of   lease  and  contractual  obligations   and
approximately  $3.5  million  for capital  expenditures.    As  a
result,  subject  to any future investments and/or  acquisitions,
the  Company  anticipates  reducing debt  outstanding  under  its
Credit  Agreement  with the remainder of the net  cash  generated
from operations.

Recent Developments

      On  October  23,  1995, the Company and  DIMAC  Corporation
announced  that  they  have  entered  into  a  definitive  merger
agreement,  pursuant to which DIMAC will become  a  wholly  owned
subsidiary   of   the   Company  in  a  transaction   valued   at
approximately  $255  million.  Under  the  terms  of  the  merger
agreement,  each of the approximately 6.95 million fully  diluted
shares  of  DIMAC  common  stock will  be  exchanged  for  merger
consideration of $28. The Company may elect to pay up to $7.00 of
the  merger consideration by issuing shares of its Class A Common
Stock.  The  merger will be accounted for by  the  Company  as  a
purchase.

     Closing of the merger is anticipated in the first quarter of
1996  and  is  subject to the satisfaction of various conditions,
including  certain  regulatory filings and the  approval  of  the
shareholders  of DIMAC. The Company entered into agreements  with
certain  principal  stockholders who hold  approximately  33%  of
DIMAC's common stock to vote their shares in favor of the merger.

      If  consummated,  the  Company will  require  financing  of
approximately  $190  million to fund the purchase  price  of  the
DIMAC   common   stock  and  related  transaction  expenses   and
approximately  $70 million to refinance DIMAC's indebtedness  and
provide  an  acquisition credit facility for DIMAC.  The  Company
expects to meet these requirements through a combination of  bank
borrowings, issuances of subordinated debentures or notes and use
of  available internal cash flow. Under the merger agreement, the
Company also has the option to fund approximately $45 million  of
the  DIMAC purchase price by issuing Class A Common Stock of  the
Company.  -




                            SIGNATURE


    Pursuant to the requirement of the Securities Exchange Act of
1934,  the Registrant has duly cased this report to be signed  on
its behalf by the undersigned thereunto duly authorized.

                                HERITAGE MEDIA CORPORATION

Dated: November 3, 1995         by /s/ David N. Walthall
                                   David N. Walthall
                                   President and Chief Executive
                                     Officer                              

Dated: November 3, 1995         by /s/ James P. Lehr
                                   James P. Lehr
                                   Vice President and Controller
                                     Principal Accounting Officer


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