HERITAGE MEDIA CORP
S-4/A, 1996-01-04
ADVERTISING
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<PAGE>
   
    AS FILED WITH THE SECURITIES AND EXCHANGE COMMISSION ON JANUARY 4, 1996
    
   
                                                       REGISTRATION NO. 33-64473
    
- --------------------------------------------------------------------------------
- --------------------------------------------------------------------------------
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549
                            ------------------------
   
                                AMENDMENT NO. 1
                                       TO
                                    FORM S-4
    
                             REGISTRATION STATEMENT
                                     UNDER
                           THE SECURITIES ACT OF 1933
                            ------------------------
                           HERITAGE MEDIA CORPORATION
             (Exact name of registrant as specified in its charter)

<TABLE>
<S>                     <C>                           <C>
                                    7319
                                    4832
         IOWA                       4833                    42-1299303
      (State of         (Primary Standard Industrial     (I.R.S. employer
    incorporation)
                            Classification Code)      identification number)
</TABLE>

                               ONE GALLERIA TOWER
                          13355 NOEL ROAD, SUITE 1500
                              DALLAS, TEXAS 75240
                                  214-702-7380
         (Address, including zip code, and telephone number, including
            area code, of registrant's principal executive offices)

                               DAVID N. WALTHALL
                     PRESIDENT AND CHIEF EXECUTIVE OFFICER
                           HERITAGE MEDIA CORPORATION
                               ONE GALLERIA TOWER
                          13355 NOEL ROAD, SUITE 1500
                              DALLAS, TEXAS 75240
                                  214-702-7380
            (Name, address including zip code, and telephone number,
                   including area code, of agent for service)
                            ------------------------
                                   COPIES TO:

<TABLE>
<S>                                 <C>
      BRUCE H. HALLETT, ESQ.           WILLIAM F. WYNNE, JR., ESQ.
     Crouch & Hallett, L.L.P.                  White & Case
  717 N. Harwood St., Suite 1400       1155 Avenue of the Americas
       Dallas, Texas 75201               New York, New York 10036
           214-953-0053                        212-819-8752
</TABLE>

                            ------------------------
        APPROXIMATE DATE OF COMMENCEMENT OF PROPOSED SALE TO THE PUBLIC:
            UPON THE CONSUMMATION OF THE MERGER REFERRED TO HEREIN.
                            ------------------------

    If  the  securities  being registered  on  this  Form are  being  offered in
connection with the formation of a holding company and there is compliance  with
General Instruction G, check the following box. / /
                            ------------------------

                        CALCULATION OF REGISTRATION FEE

<TABLE>
<CAPTION>
                                                    PROPOSED         PROPOSED
                                                     MAXIMUM          MAXIMUM         AMOUNT OF
    TITLE OF EACH CLASS OF       AMOUNT TO BE    OFFERING PRICE      AGGREGATE      REGISTRATION
 SECURITIES TO BE REGISTERED      REGISTERED      PER UNIT (1)    OFFERING PRICE         FEE
<S>                             <C>              <C>              <C>              <C>
Class A Common Stock,
 $.01 par value...............     1,667,517         $26.81         $44,706,104        $15,416
</TABLE>

(1)  Estimated solely for purposes of calculating the amount of the registration
    fee pursuant to the  provisions of Rule 457(f)  under the Securities Act  of
    1933,  as amended, based  on the average of  the high and  low prices of the
    common stock of DIMAC  Corporation on November 17,  1995 as reported on  the
    American Stock Exchange, Inc.
                            ------------------------
    THE  REGISTRANT HEREBY  AMENDS THIS REGISTRATION  STATEMENT ON  SUCH DATE OR
DATES AS MAY BE NECESSARY TO DELAY ITS EFFECTIVE DATE UNTIL THE REGISTRANT SHALL
FILE A  FURTHER  AMENDMENT  WHICH SPECIFICALLY  STATES  THAT  THIS  REGISTRATION
STATEMENT  SHALL THEREAFTER BECOME EFFECTIVE IN  ACCORDANCE WITH SECTION 8(A) OF
THE SECURITIES ACT  OF 1933  OR UNTIL  THE REGISTRATION  STATEMENT SHALL  BECOME
EFFECTIVE  ON SUCH DATE AS THE COMMISSION, ACTING PURSUANT TO SAID SECTION 8(A),
MAY DETERMINE.

- --------------------------------------------------------------------------------
- --------------------------------------------------------------------------------
<PAGE>
                           HERITAGE MEDIA CORPORATION
          CROSS-REFERENCE SHEET FOR REGISTRATION STATEMENT ON FORM S-4

<TABLE>
<CAPTION>
ITEM OF FORM S-4                                                            PROSPECTUS CAPTION OR LOCATION
- -------------------------------------------------------------  --------------------------------------------------------
<C>        <S>                                                 <C>
       A.  INFORMATION ABOUT THE TRANSACTION
       1.  Forepart of Registration Statement and Outside
            Front Cover Page of Prospectus...................  Facing Page of Registration Statement; Outside Front
                                                                Cover Page of Proxy Statement/ Prospectus
       2.  Inside Front and Outside Back Cover Pages of
            Prospectus.......................................  Inside Front Cover Page of Proxy Statement/ Prospectus;
                                                                Available Information; Table of Contents
       3.  Risk Factors, Ratio of Earnings to Fixed Charges
            and Other Information............................  Inside Front Cover Page of Proxy Statement/ Prospectus;
                                                                Summary of Proxy Statement/ Prospectus; Appraisal
                                                                Rights of Dissenting Stockholders
       4.  Terms of the Transaction..........................  Summary of Proxy Statement/Prospectus; The Merger
       5.  Pro Forma Financial Information...................  Pro Forma Financial Information
       6.  Material Contacts with the Company Being
            Acquired.........................................  Summary of Proxy Statement/ Prospectus; The Merger
       7.  Additional Information Required for Reoffering by
            Persons and Parties Deemed to be Underwriters....  Not Applicable
       8.  Interests of Named Experts and Counsel............  Not Applicable
       9.  Disclosure of Commission Position on
            Indemnification for Securities Act Liabilities...  Not Applicable
B.         INFORMATION ABOUT THE REGISTRANT
      10.  Information with Respect to S-3 Registrants.......  Documents Incorporated by Reference
      11.  Incorporation of Certain Information by
            Reference........................................  Documents Incorporated by Reference
      12.  Information with Respect to S-2 or S-3
            Registrants......................................  Not Applicable
      13.  Incorporation of Certain Information by
            Reference........................................  Documents Incorporated by Reference
      14.  Information with Respect to Registrants Other than
            S-3 or S-2 Registrants...........................  Not Applicable
C.         INFORMATION ABOUT THE COMPANY BEING ACQUIRED
      15.  Information with Respect to S-3 Companies.........  Documents Incorporated by Reference
      16.  Information with Respect to S-2 or S-3
            Companies........................................  Not Applicable
</TABLE>
<PAGE>
<TABLE>
<CAPTION>
ITEM OF FORM S-4                                                            PROSPECTUS CAPTION OR LOCATION
- -------------------------------------------------------------  --------------------------------------------------------
      17.  Information with Respect to Companies Other than
            S-3 or S-2 Companies.............................  Not Applicable
<C>        <S>                                                 <C>
D.         VOTING AND MANAGEMENT INFORMATION
      18.  Information if Proxies, Consents or Authorizations
            are to be Solicited..............................  Summary of Proxy Statement/Prospectus; Special Meeting
                                                                of DIMAC; The Merger; Appraisal Rights of Dissenting
                                                                Stockholders
      19.  Information if Proxies, Consents or Authorizations
            are not to be Solicited or in an Exchange
            Offer............................................  Not Applicable
</TABLE>
<PAGE>
   
                         [DIMAC CORPORATION LETTERHEAD]
    

   
                                                                January   , 1996
    

   
Dear Stockholder:
    

   
    You  are cordially invited to attend the Special Meeting of the stockholders
of DIMAC Corporation to  be held at The  Ritz-Carlton St. Louis, 100  Carondelet
Plaza, St. Louis, Missouri on February   , 1996 at 10:00 a.m. (local time).
    

   
    At  this important meeting,  you will be  asked to consider  and vote upon a
proposed merger of Arch Acquisition Corp., a wholly owned subsidiary of Heritage
Media Corporation,  into DIMAC.  In the  proposed merger,  DIMAC will  become  a
wholly  owned subsidiary of Heritage  and holders of DIMAC  common stock will be
entitled to receive $28.00 in  cash for each share  of DIMAC common stock  owned
(the  "Merger Consideration");  provided that,  at its  option, Arch Acquisition
Corp. may  elect, in  its sole  discretion  to pay  up to  $7.00 of  the  Merger
Consideration  in shares  of the  Class A Common  Stock of  Heritage. The common
stock of Heritage is listed  on the American Stock  Exchange. In the event  that
Arch  Acquisition Corp. elects to  pay a portion of  the Merger Consideration in
shares of  the common  stock of  Heritage, the  number of  shares paid  will  be
determined by dividing (i) the portion of the Merger Consideration to be paid in
the  common stock of Heritage  by (ii) the average  closing prices of the common
stock of Heritage, as  reported on the American  Stock Exchange as published  by
The  Wall Street Journal  for the ten  trading days ending  on and including the
third trading  day preceding,  but  not including,  the  effective date  of  the
merger.
    

   
    The  enclosed Proxy Statement/Prospectus provides  a detailed description of
the matters to be  considered at the Special  Meeting and extensive  information
concerning  DIMAC and Heritage. Please carefully review and consider all of this
information.
    

   
    After  careful  consideration,  your  Board  of  Directors  has  unanimously
approved  the merger and  unanimously recommends that you  vote FOR the proposal
presented at the Special Meeting.
    

   
    It is  important  that  your  shares be  present  at  the  Special  Meeting,
regardless  of the number you hold. Therefore, please sign, date and return your
proxy card as soon as possible, whether or not you plan to attend. This will not
prevent you from  voting your  shares in person  if you  subsequently choose  to
attend.
    

   
    As  soon as practicable after  the effectiveness of the  merger we will send
you instructions for surrendering your DIMAC share certificates in exchange  for
the  Merger  Consideration and  a  letter of  transmittal  to be  used  for this
purpose. You should not  submit your share certificates  for exchange until  you
have received such instructions and the letter of transmittal.
    

   
                                          Sincerely yours,
    

   
                                                 /s/  MICHAEL T. MCSWEENEY
    
                                          --------------------------------------
   
                                                   Michael T. McSweeney
                                                CHAIRMAN OF THE BOARD AND
                                                 CHIEF EXECUTIVE OFFICER
    
<PAGE>
                               DIMAC CORPORATION
                           One Corporate Woods Drive
                           Bridgeton, Missouri 63044
                                 (314) 344-8000

                            ------------------------

   
                   NOTICE OF SPECIAL MEETING OF STOCKHOLDERS
                          TO BE HELD FEBRUARY   , 1996
    
                             ---------------------

To the Holders of the Common Stock
of DIMAC Corporation

   
    Notice  is hereby given that a Special Meeting of Stockholders (the "Special
Meeting") of  DIMAC  Corporation, a  Delaware  corporation ("DIMAC"),  has  been
called  by the Board of Directors of DIMAC  and will be held at The Ritz-Carlton
St. Louis, 100 Carondelet  Plaza, St. Louis,  Missouri on February    , 1996  at
10:00 a.m. (local time) for the following purposes:
    

         I.  To  consider and  vote  upon a  proposal  to approve  and  adopt an
    Agreement and Plan of Merger, dated  October 23, 1995, among Heritage  Media
    Corporation  ("Heritage"), an Iowa corporation,  Arch Acquisition Corp. (the
    "Heritage Subsidiary"), a Delaware corporation and a wholly owned subsidiary
    of Heritage, and DIMAC,  a copy of  which is attached as  Appendix A to  the
    Proxy  Statement/Prospectus accompanying this Notice,  pursuant to which (i)
    the Heritage Subsidiary  will be merged  into DIMAC and  (ii) each share  of
    Common  Stock  of  DIMAC,  par  value  $.01  per  share,  will  be converted
    automatically into  the right  to  receive $28.00  per  share in  cash  (the
    "Merger   Consideration");  provided  that,  at  its  option,  the  Heritage
    Subsidiary may elect, in its sole discretion, to pay up to $7.00 (the "Stock
    Portion") of the Merger Consideration in shares of the Class A Common Stock,
    par value $.01 per share of Heritage ("Heritage Common Stock"). In the event
    that Heritage Subsidiary elects to pay a portion of the Merger Consideration
    in shares of Heritage Common Stock, the number of shares of Heritage  Common
    Stock  constituting the  Stock Portion shall  be the  quotient determined by
    dividing (i)  the Stock  Portion of  the Merger  Consideration by  (ii)  the
    average  closing  prices of  the Heritage  Common Stock  as reported  on the
    American Stock Exchange as published by The Wall Street Journal for the  ten
    trading  days ending on  and including the third  trading day preceding, but
    not including, the effective date of the merger.

        II. To transact  such other  business as  may properly  come before  the
    Special Meeting or any adjournments thereof.

    Notwithstanding  stockholder  approval  of  the  foregoing  proposals, DIMAC
reserves the right to abandon the merger at any time prior to completion of  the
merger, subject to the terms and conditions of the Merger Agreement.

    Holders  of shares of DIMAC Common Stock  have the right to dissent from the
merger and to demand appraisal of, and payment for, their shares of DIMAC Common
Stock by  following the  procedures set  forth  in Section  262 of  the  General
Corporation  Law of the State  of Delaware, a copy  of which section is attached
hereto as Appendix  C and summarized  under "The Merger  -- Appraisal Rights  of
Dissenting Stockholders" in the accompanying Proxy Statement/Prospectus.

   
    The  Board of Directors has fixed the close of business on December 28, 1995
as the record  date for the  determination of stockholders  entitled to  receive
notice of, and vote at the Special Meeting and any adjournment thereof.
    
<PAGE>
    A  form of proxy  and a Proxy  Statement/Prospectus containing more detailed
information with respect to the matters to be considered at the Special  Meeting
accompany and form a part of this notice.
                                          By order of the Board of Directors,
                                          Michael T. McSweeney,
                                          Chairman of the Board and
                                          Chief Executive Officer

   
January   , 1996
Bridgeton, Missouri
    

    ALL STOCKHOLDERS ARE CORDIALLY INVITED TO ATTEND THE MEETING. TO ENSURE YOUR
REPRESENTATION AT THE MEETING, HOWEVER, YOU ARE URGED TO COMPLETE, SIGN AND DATE
THE  ENCLOSED PROXY AND  MAIL IT PROMPTLY  IN THE ENCLOSED  ENVELOPE IN ORDER TO
ASSURE REPRESENTATION OF YOUR  SHARES. NO POSTAGE NEED  BE AFFIXED IF MAILED  IN
THE  UNITED STATES.  ANY STOCKHOLDER ATTENDING  THE MEETING MAY  VOTE IN PERSON,
EVEN IF THAT STOCKHOLDER HAS RETURNED A PROXY.
<PAGE>
INFORMATION  CONTAINED  HEREIN  IS  SUBJECT   TO  COMPLETION  OR  AMENDMENT.   A
REGISTRATION  STATEMENT RELATING  TO THESE  SECURITIES HAS  BEEN FILED  WITH THE
SECURITIES AND EXCHANGE  COMMISSION. THESE SECURITIES  MAY NOT BE  SOLD NOR  MAY
OFFERS  TO BUY BE ACCEPTED PRIOR TO  THE TIME THE REGISTRATION STATEMENT BECOMES
EFFECTIVE. THIS  PROSPECTUS  SHALL  NOT  CONSTITUTE AN  OFFER  TO  SELL  OR  THE
SOLICITATION  OF AN OFFER TO BUY NOR SHALL THERE BE ANY SALE OF THESE SECURITIES
IN ANY STATE IN WHICH SUCH OFFER,  SOLICITATION OR SALE WOULD BE UNLAWFUL  PRIOR
TO REGISTRATION OR QUALIFICATION UNDER THE SECURITIES LAWS OF ANY SUCH STATE.
<PAGE>
   
                  SUBJECT TO COMPLETION, DATED JANUARY 4, 1996
    

PROXY STATEMENT/PROSPECTUS

                                PROXY STATEMENT
                               DIMAC CORPORATION
                                ----------------

   
                        SPECIAL MEETING OF STOCKHOLDERS
                        TO BE HELD ON FEBRUARY   , 1996
    
                             ---------------------

                                   PROSPECTUS
                           HERITAGE MEDIA CORPORATION
                         SHARES OF CLASS A COMMON STOCK
                             ---------------------

   
    This  Proxy Statement/Prospectus is being furnished to stockholders of DIMAC
Corporation,  a  Delaware   corporation  ("DIMAC"),  in   connection  with   the
solicitation  of  proxies by  the Board  of Directors  of DIMAC  for use  at the
Special Meeting of Stockholders  to be held at  The Ritz-Carlton St. Louis,  100
Carondelet  Plaza, St. Louis, Missouri on February   , 1996 at 10:00 a.m. (local
time) (together  with  any adjournment  or  postponement thereof,  the  "Special
Meeting").
    

    This  document also constitutes a  Prospectus of Heritage Media Corporation,
an Iowa corporation ("Heritage"), under the  Securities Act of 1933, as  amended
(the  "Securities Act"), with  respect to 1,667,517  shares, subject to possible
adjustment, of the Class A  Common Stock of Heritage,  $.01 par value per  share
(the  "Heritage Common Stock"), that may be  issued to the stockholders of DIMAC
in connection with the merger (the "Merger") of Arch Acquisition Corp., a wholly
owned  subsidiary  of  Heritage  (the  "Heritage  Subsidiary"),  into  DIMAC  in
accordance  with the Agreement and Plan of  Merger, dated as of October 23, 1995
(the "Merger  Agreement"),  by  and  among  Heritage,  DIMAC  and  the  Heritage
Subsidiary.  As a result of  the Merger, (i) all of  the issued shares of common
stock of DIMAC, $.01 par value per share (the "DIMAC Common Stock") (other  than
shares  of DIMAC Common Stock held by  dissenting shareholders, if any), will be
converted into  the right  to receive  $28.00  per share  in cash  (the  "Merger
Consideration");  provided, however, the Heritage Subsidiary may elect to pay up
to $7.00 of the  Merger Consideration in shares  of Heritage Common Stock;  (ii)
the  separate corporate  existence of  the Heritage  Subsidiary will  cease; and
(iii) DIMAC will continue  its existence as a  direct or indirect subsidiary  of
Heritage.

    The  principal executive  offices of  Heritage are  located at  One Galleria
Tower, 13355 Noel Road, Suite 1500, Dallas, Texas 75240 and its telephone number
is (214) 702-7380. The principal executive  offices of DIMAC are located at  One
Corporate  Woods Drive,  Bridgeton, Missouri 63044  and its  telephone number is
(314) 344-8000.

   
    This Proxy Statement/Prospectus and the enclosed proxy card are first  being
mailed to stockholders of DIMAC on or about January   , 1996.
    
THE HERITAGE SHARES TO BE OFFERED IN CONNECTION WITH THE MERGER HAVE NOT BEEN
   APPROVED  OR DISAPPROVED BY  THE SECURITIES AND  EXCHANGE COMMISSION NOR
     HAS THE  COMMISSION PASSED  UPON THE  ACCURACY OR  ADEQUACY OF  THIS
       PROXY   STATEMENT/PROSPECTUS.  ANY     REPRESENTATION  TO  THE
                        CONTRARY IS A CRIMINAL OFFENSE.

                            ------------------------

   
        THE DATE OF THIS PROXY STATEMENT/PROSPECTUS IS JANUARY   , 1996.
    
<PAGE>
                             AVAILABLE INFORMATION

    Heritage has filed a Registration  Statement on Form S-4 (the  "Registration
Statement") with the Securities and Exchange Commission (the "Commission") under
the Securities Act, with respect to the shares of Heritage Common Stock that may
be  issued  in the  Merger. As  permitted by  the rules  and regulations  of the
Commission, this Proxy Statement/Prospectus omits certain information,  exhibits
and  undertakings contained in the Registration  Statement. Reference is made to
the Registration Statement and to the exhibits thereto for further  information,
which  may be inspected  without charge at  the office of  the Commission at 450
Fifth Street, Washington, D.C. 20549, and  copies of which may be obtained  from
the   Commission  at  prescribed  rates.  Statements  contained  in  this  Proxy
Statement/ Prospectus relating to the contents of any contract or other document
referred to  herein  or  therein  are not  necessarily  complete  and,  in  each
instance,  reference is made to the copy of such document filed as an exhibit to
the Registration Statement. Each such statement is qualified in its entirety  by
such reference.

    In  addition,  both  Heritage and  DIMAC  are subject  to  the informational
requirements of the Securities Exchange Act  of 1934, as amended (the  "Exchange
Act"),  and in  accordance therewith  file reports,  proxy statements  and other
information with  the  Commission.  Such reports,  proxy  statements  and  other
information  filed with the Commission can be inspected and copied at the public
reference facilities  maintained  by the  Commission  at Room  1024,  450  Fifth
Street,  N.W.,  Washington,  D.C.  20549  or  at  the  Regional  Offices  of the
Commission which are located  as follows: Northwestern  Atrium Center, 500  West
Madison  Street,  Suite  1400, Chicago,  Illinois  60661 and  Seven  World Trade
Center, 13th Floor, New York, New York  10048. Copies of such material can  also
be  obtained from the Commission at  prescribed rates. Written requests for such
material should be  addressed to  the Public Reference  Section, Securities  and
Exchange Commission, 450 Fifth Street, N.W., Washington, D.C. 20549. Each of the
Heritage Common Stock and the DIMAC Common Stock is listed on the American Stock
Exchange, Inc. ("AMEX") and such reports, proxy statements and other information
concerning Heritage and DIMAC can be inspected and copies can be obtained at the
offices of the AMEX, 86 Trinity Place, New York, New York 10006.

                      DOCUMENTS INCORPORATED BY REFERENCE

   
    THIS PROXY STATEMENT/PROSPECTUS INCORPORATES BY REFERENCE DOCUMENTS RELATING
TO  HERITAGE AND DIMAC.  DOCUMENTS RELATING TO HERITAGE  (OTHER THAN EXHIBITS TO
SUCH DOCUMENT UNLESS SUCH EXHIBITS  ARE SPECIFICALLY INCORPORATED BY  REFERENCE)
ARE  AVAILABLE TO ANY PERSON, INCLUDING ANY BENEFICIAL OWNER, TO WHOM THIS PROXY
STATEMENT/PROSPECTUS IS DELIVERED, ON WRITTEN  OR ORAL REQUEST, WITHOUT  CHARGE,
FROM  HERITAGE MEDIA  CORPORATION, ONE  GALLERIA TOWER,  13355 NOEL  ROAD, SUITE
1500,  DALLAS,  TEXAS  75240,   ATTENTION:  WAYNE  KERN,  SECRETARY,   TELEPHONE
(214)702-7380.  DOCUMENTS  RELATING  TO  DIMAC  (OTHER  THAN  EXHIBITS  TO  SUCH
DOCUMENTS UNLESS SUCH EXHIBITS ARE  SPECIFICALLY INCORPORATED BY REFERENCE)  ARE
AVAILABLE  TO ANY  PERSON, INCLUDING  ANY BENEFICIAL  OWNER, TO  WHOM THIS PROXY
STATEMENT/PROSPECTUS IS DELIVERED, ON WRITTEN  OR ORAL REQUEST, WITHOUT  CHARGE,
FROM  DIMAC CORPORATION, ONE  CORPORATE WOODS DRIVE,  BRIDGETON, MISSOURI 63044,
ATTENTION: CAROL  J. MYERS,  ASSISTANT SECRETARY,  TELEPHONE: (314)344-8000.  IN
ORDER  TO ENSURE TIMELY  DELIVERY OF THE  DOCUMENTS, ANY SUCH  REQUEST SHOULD BE
MADE BY JANUARY   , 1996. COPIES OF DOCUMENTS SO REQUESTED WILL BE SENT BY FIRST
CLASS MAIL, POSTAGE PAID WITHIN ONE BUSINESS DAY OF THE RECEIPT OF SUCH REQUEST.
    

   
    The following  Heritage documents  (File No.  1-10015) are  incorporated  by
reference herein:
    

   
        1.   Annual Report  on Form 10-K  for the year  ended December 31, 1994,
    Amendment No. 1 to such report on Form 10-K/A filed on December 15, 1995 and
    Amendment No. 2 to such report on Form 10-K/A filed on January 4, 1996  (the
    "1994 Heritage 10-K").
    

        2.    The portions  of the  Proxy  Statement for  the Annual  Meeting of
    Stockholders held May 25, 1995, that have been incorporated by reference  in
    the 1994 Heritage 10-K.

                                       2
<PAGE>
   
        3.   Quarterly Reports on Form 10-Q for the interim periods ending March
    31, 1995, June 30, 1995 and September 30, 1995 and Form 10-Q/A amending  the
    Form  10-Q for the period  ended September 30, 1995,  which such Form 10-Q/A
    was filed on December 15, 1995.
    

   
        4.   Form  8-K, filed  with  the Commission  on  December 11,  1995  and
    Amendment No. 1 to such report on Form 8-K/A filed on January 4, 1996.
    

   
    The  following  DIMAC  documents  (File  No.  1-13258)  are  incorporated by
reference herein:
    

   
        1.  Annual Report on Form 10-K for the year ended December 31, 1994  and
    Form 10-K/A filed on January 4, 1996 (the "1994 DIMAC 10-K").
    

        2.    The portions  of the  Proxy  Statement for  the Annual  Meeting of
    Stockholders held May 16, 1995, that have been incorporated by reference  in
    the 1994 DIMAC 10-K.

   
        3.   Quarterly Reports on Form 10-Q for the interim periods ending March
    31, 1995, June  30, 1995 and  September 30, 1995,  Form 10-Q/A amending  the
    Form 10-Q for the period ended September 30, 1995 which such Form 10-Q/A was
    filed  on November 17, 1995 and Forms 10-Q/A amending the Forms 10-Q for the
    periods ended March 31,  1995, June 30, 1995  and September 30, 1995,  which
    such Forms 10-Q/A were filed on January 4, 1996.
    

        4.  Form 8-K, filed with the Commission on June 15, 1994.

        5.  Form 8-K, filed with the Commission on February 15, 1995.

        6.  Form 8-K, filed with the Commission on May 12, 1995.

        7.  Form 8-K, filed with the Commission on October 11, 1995.

        8.  Form 8-K, filed with the Commission on October 26, 1995.

    All  documents filed  by Heritage or  DIMAC with the  Commission pursuant to
Sections 13(a), 13(c), 14 and  15(d) of the Exchange  Act after the date  hereof
and  prior to the  date of the DIMAC  stockholder meeting shall  be deemed to be
incorporated by reference herein  and shall be  a part hereof  from the date  of
filing of such documents. Any statements contained in a document incorporated by
reference herein or contained in this Proxy Statement/Prospectus shall be deemed
to  be modified or superseded for purposes hereof to the extent that a statement
contained herein (or  in any  other subsequently  filed document  which also  is
incorporated  by reference  herein) modifies  or supersedes  such statement. Any
statement so modified  or superseded shall  not be deemed  to constitute a  part
hereof except as so modified or superseded.
                            ------------------------

    NO  PERSON  HAS BEEN  AUTHORIZED  TO GIVE  ANY  INFORMATION OR  TO  MAKE ANY
REPRESENTATION NOT CONTAINED  IN THIS PROXY  STATEMENT/PROSPECTUS IN  CONNECTION
WITH  THE  OFFERS  MADE HEREBY,  AND,  IF  GIVEN OR  MADE,  SUCH  INFORMATION OR
REPRESENTATION MUST NOT BE RELIED UPON AS HAVING BEEN AUTHORIZED BY HERITAGE  OR
DIMAC. THIS PROXY STATEMENT/PROSPECTUS DOES NOT CONSTITUTE AN OFFER TO SELL OR A
SOLICITATION  OF AN  OFFER TO BUY  ANY SECURITIES  OTHER THAN THOSE  TO WHICH IT
RELATES OR AN OFFER  TO SELL OR  A SOLICITATION OF  AN OFFER TO  BUY ANY OF  THE
SECURITIES  OFFERED HEREBY  TO ANY PERSON  TO WHOM  IT IS UNLAWFUL  TO MAKE SUCH
OFFER IN  SUCH  PERSON'S  JURISDICTION.  NEITHER  THE  DELIVERY  OF  THIS  PROXY
STATEMENT/PROSPECTUS NOR ANY SALE MADE HEREUNDER SHALL, UNDER ANY CIRCUMSTANCES,
CREATE  AN IMPLICATION THAT, SINCE THE  DATE OF THIS PROXY STATEMENT/PROSPECTUS,
THERE HAS  BEEN NO  CHANGE IN  THE  AFFAIRS OF  HERITAGE OR  DIMAC OR  THAT  ANY
INFORMATION THEREIN IS CORRECT AS OF ANY TIME SUBSEQUENT TO SUCH DATE.

                                       3
<PAGE>
                               TABLE OF CONTENTS

   
<TABLE>
<CAPTION>
                                                                                                              PAGE
                                                                                                            ---------
<S>                                                                                                         <C>
Available Information.....................................................................................          2

Documents Incorporated by Reference.......................................................................          2

Summary of Proxy Statement/Prospectus.....................................................................          5

The Special Meeting.......................................................................................         16

The Merger................................................................................................         18

Appraisal Rights of Dissenting Stockholders...............................................................         38

Pro Forma Financial Information...........................................................................         40

Description of Capital Stock of Heritage..................................................................         52

Comparison of Rights of Holders of Heritage Common Stock and DIMAC Common Stock...........................         54

Legal Matters.............................................................................................         59

Experts...................................................................................................         59

Appendix A Agreement and Plan of Merger...................................................................        A-1

Appendix B Opinion of CS First Boston Corporation.........................................................        B-1

Appendix C Section 262 of the Delaware General Corporate Law..............................................        C-1
</TABLE>
    

                                       4
<PAGE>
                     SUMMARY OF PROXY STATEMENT/PROSPECTUS

    THE  FOLLOWING IS  A SUMMARY OF  CERTAIN INFORMATION  CONTAINED ELSEWHERE IN
THIS PROXY  STATEMENT/ PROSPECTUS.  THE SUMMARY  IS NECESSARILY  INCOMPLETE  AND
SELECTIVE  AND IS  QUALIFIED IN  ITS ENTIRETY  BY THE  MORE DETAILED INFORMATION
CONTAINED IN THIS PROXY  STATEMENT/PROSPECTUS, INCLUDING THE APPENDICES  HERETO.
THE TERMS "DIMAC" AND "HERITAGE" REFER RESPECTIVELY TO DIMAC CORPORATION AND ITS
SUBSIDIARIES   AND  PREDECESSORS   AND  HERITAGE   MEDIA  CORPORATION   AND  ITS
SUBSIDIARIES AND PREDECESSORS, UNLESS THE CONTEXT OTHERWISE REQUIRES.

HERITAGE

    Heritage, through  its Actmedia,  Inc. subsidiary,  is the  world's  largest
independent  provider of in-store marketing  products and services, primarily to
consumer packaged goods  manufacturers. Heritage  is also a  participant in  the
broadcast  industry through its ownership  of four network affiliated television
stations in small  to mid-sized  markets and 17  radio stations  in seven  major
markets.

    Heritage's  principal executive offices  are located at  One Galleria Tower,
13355 Noel Road,  Suite 1500, Dallas,  Texas 75240 and  its telephone number  is
(214) 702-7380.

DIMAC

    DIMAC  is the largest  full service, vertically  integrated direct marketing
services  company  in   the  United   States.  DIMAC   creates  and   implements
comprehensive,  custom-tailored marketing programs  to enable clients nationwide
to focus their marketing  expenditures on a  highly targeted potential  customer
base.  As  a  full service,  vertically  integrated firm,  DIMAC  provides every
component of a  complete direct marketing  program, including customized  market
research, strategic and creative planning, creation and management of relational
databases,   telemarketing,  media  buying,   production  services,  fulfillment
services and subsequent program analysis.

    DIMAC's principal  executive  offices are  located  at One  Corporate  Woods
Drive, Bridgeton, Missouri 63044 and its telephone number is (314) 344-8000.

SPECIAL MEETING OF DIMAC STOCKHOLDERS

   
    The  Special  Meeting of  the  stockholders of  DIMAC  will be  held  at The
Ritz-Carlton St. Louis, 100  Carondelet Plaza, St.  Louis, Missouri on  February
  ,  1996 at 10:00 a.m. (local time) to  (i) consider and vote upon the approval
and adoption  of  the Merger  Agreement  incorporated by  reference  herein  and
attached  hereto as  Appendix A  and (ii)  transact such  other business  as may
properly come before the Special Meeting or any adjournment thereof.
    

   
    RECORD DATE; QUORUM.  Only stockholders of  record of DIMAC at the close  of
business on December 28, 1995 (the "Record Date") will be entitled to notice of,
and  to vote at, the  Special Meeting. On the  Record Date, there were 6,491,405
shares of DIMAC  Common Stock outstanding  and entitled to  vote at the  Special
Meeting.  Each holder of shares of DIMAC Common Stock, outstanding on the Record
Date is entitled to one vote for each such share so held, exercisable in  person
or  by  properly  executed and  delivered  proxy,  at the  Special  Meeting. The
presence of the holders  of at least  a majority of the  shares of DIMAC  Common
Stock  outstanding on the Record Date, whether  present in person or by properly
executed and  delivered proxy,  will constitute  a quorum  for purposes  of  the
Special Meeting.
    

   
    VOTE  REQUIRED.  The affirmative vote of the holders of record of at least a
majority of the outstanding shares of DIMAC Common Stock entitled to vote at the
Special Meeting is necessary  to approve and adopt  the Merger Agreement and  to
approve  the Merger. Michael  T. McSweeney, the  Chairman of the  DIMAC Board of
Directors, and certain affiliates of McCown De Leeuw & Co. (the "MDC  Entities")
who  collectively held, as of the Record  Date, 2,112,881 shares of DIMAC Common
Stock, or approximately 32.6% of the  shares of DIMAC Common Stock  outstanding,
have  agreed to vote  such shares in favor  of the approval  and adoption of the
Merger Agreement.  DIMAC's directors,  executive officers  and their  affiliates
owned  approximately 36.6% of the outstanding shares of DIMAC Common Stock as of
December 31, 1995.
    

                                       5
<PAGE>
    HERITAGE STOCKHOLDER VOTE NOT REQUIRED.  The consummation of the Merger will
not require the  vote of the  stockholders of  Heritage, and the  Merger is  not
being  presented to the  stockholders of Heritage  for their approval. Heritage,
the sole stockholder of the Heritage  Subsidiary, has also approved and  adopted
the Merger on behalf of the Heritage Subsidiary.

MERGER

   
    Pursuant to the proposed Merger, the Heritage Subsidiary will be merged into
DIMAC  and DIMAC will  become a subsidiary  of Heritage. Upon  completion of the
Merger, each share of  DIMAC Common Stock  will be converted  into the right  to
receive the Merger Consideration. The Heritage Subsidiary may elect to pay up to
$7.00  of  the Merger  Consideration  in shares  of  Heritage Common  Stock. Any
portion of the Merger Consideration not paid in shares of Heritage Common  Stock
will  be paid in cash. If  the Heritage Subsidiary elects to  pay up to $7.00 of
the Merger  Consideration in  shares of  Heritage Common  Stock, the  number  of
shares  of  Heritage Common  Stock comprising  the stock  portion of  the Merger
Consideration will be  equal to the  quotient determined by  dividing the  stock
portion of the Merger Consideration by the average closing price of the Heritage
Common  Stock on the  AMEX as published in  The Wall Street  Journal for the ten
trading days ending on  and including the third  trading day preceding, but  not
including,  the effective  date of  the Merger  (the "Heritage  Trading Price").
Heritage intends  to issue  a press  release  prior to  the Special  Meeting  to
announce  what portion,  if any,  of the  Merger Consideration  will be  paid in
shares  of  Heritage  Common  Stock.  Shares  of  DIMAC  Common  Stock  held  by
stockholders  who  perfect  their  appraisal  rights  under  Delaware  law  (the
"Unconverted Shares") will not be converted into shares of Heritage Common Stock
upon  completion  of  the  Merger  unless  such  demand  is  withdrawn  or  such
stockholder's  right  to an  appraisal otherwise  ceases.  See "The  Merger" and
"Appraisal Rights of Dissenting Stockholders."
    

REASONS FOR THE MERGER AND RECOMMENDATION OF THE DIMAC BOARD OF DIRECTORS

   
    In reaching its determination  to recommend the Merger,  the DIMAC Board  of
Directors  consulted with DIMAC's management, as well as its legal and financial
advisors, and considered a number of  factors. The factors that the DIMAC  Board
of  Directors considered in reaching  its decision were (i)  the belief that the
Merger provides the best means for  DIMAC Stockholders to maximize the value  of
their  holdings;  (ii) the  increased  ability of  a  strong combined  entity to
compete and grow  in the direct  marketing services industry,  which is  rapidly
consolidating;   (iii)  information  relating   to  the  financial  performance,
prospects and business operations of each of DIMAC and Heritage; (iv) the belief
that the Merger  Agreement does  not unreasonably  preclude a  third party  from
proposing  an  alternative  transaction;  (v) the  opinion  of  CS  First Boston
Corporation ("CS First Boston"), dated October 22, 1995, that, as of such  date,
the  consideration to be received  by holders of DIMAC  Common Stock (other than
Heritage) is fair  to such  holders from  a financial  point of  view; (vi)  the
Merger  Consideration represents a premium of approximately 47% over the closing
sales price  of $19.00  for  the DIMAC  Common Stock  on  the day  before  DIMAC
initially  became aware of Heritage's possible interest in pursuing the proposed
Merger and a premium of 180% over  the offering price of the DIMAC Common  Stock
in  DIMAC's initial public offering, which  offering was completed on August 10,
1994;  and  (vii)  the  prices  paid  in  other  recent  comparable  acquisition
transactions.  The DIMAC Board of Directors  believes that each of these factors
supports its recommendation that  the DIMAC stockholders  approve and adopt  the
Merger Agreement and approve the terms of the Merger. See "The Merger -- Reasons
for the Merger and Recommendation of the DIMAC Board of Directors."
    

    The  DIMAC Board of  Directors has determined  that the terms  of the Merger
Agreement, which were established through arm's-length bargaining with Heritage,
and the transactions contemplated  thereby, including the  Merger, are fair  to,
and  in the best interests of, DIMAC and its stockholders (other than Heritage).
ACCORDINGLY, THE DIMAC BOARD  OF DIRECTORS HAS  UNANIMOUSLY APPROVED THE  MERGER
AGREEMENT  AND  UNANIMOUSLY  RECOMMENDS  THAT THE  DIMAC  STOCKHOLDERS  VOTE FOR
APPROVAL AND ADOPTION OF THE  MERGER AGREEMENT AND TO  APPROVE THE TERMS OF  THE
MERGER.

                                       6
<PAGE>
   
    In  the event that the DIMAC stockholders  fail to approve the Merger, DIMAC
will seek  alternate  sources of  financing  and  will continue  to  pursue  its
business   strategy,  including  its  policy  of  seeking  suitable  acquisition
candidates that  will  provide  DIMAC  with access  to  new  markets  and  offer
opportunities for DIMAC to broaden the range of services it offers.
    

OPINION OF FINANCIAL ADVISOR

   
    CS  First Boston has acted as financial  advisor to DIMAC in connection with
the Merger and has assisted the DIMAC  Board of Directors in its examination  of
the  fairness, from a financial point of view, of the Merger Consideration to be
received by  the DIMAC  stockholders (other  than Heritage).  DIMAC selected  CS
First  Boston as its  financial advisor because of  CS First Boston's experience
and expertise  in  transactions  similar  to  the  Merger  and  because  of  its
familiarity  with DIMAC's business. CS First Boston previously had served as the
lead underwriter of DIMAC's initial public  offering in August 1994 and, at  the
time  at which  the Merger was  proposed, was  acting as lead  underwriter for a
proposed public offering of  additional shares of DIMAC  Common Stock. No  other
party was considered as financial advisor to DIMAC.
    

    On  October 22, 1995, CS  First Boston delivered its  written opinion to the
DIMAC Board of Directors to the effect that, as of the date of such opinion  and
based  upon and subject to certain  matters stated therein, the consideration to
be received  by  the  stockholders of  DIMAC  in  the Merger  is  fair  to  such
stockholders  (other than Heritage) from a financial point of view. A copy of CS
First Boston's written  opinion dated  October 22,  1995, which  sets forth  the
assumptions  made, procedures  followed, matters considered,  limitations on and
scope of the review by CS First Boston  is attached as Appendix B to this  Proxy
Statement/Prospectus.  DIMAC stockholders are encouraged to read such opinion in
its entirety. See "The Merger -- Opinion of Financial Advisor."

EFFECTIVE TIME OF THE MERGER

    It is currently contemplated that the Merger will be consummated as soon  as
practicable  after the  Special Meeting. The  Merger will be  effective upon the
filing of Certificate  of Merger with  the Secretary of  State of Delaware  (the
"Effective Time").

NO SOLICITATION

    The Merger Agreement provides that DIMAC will not directly or indirectly (i)
solicit  or initiate  discussions with  or (ii)  enter into  any negotiations or
agreements with, or furnish any information  to, any third party concerning  any
proposal  for a merger, sale  of substantial assets, sale  of shares of stock or
securities  or   other  takeover   or  business   combination  transaction   (an
"Acquisition  Proposal") involving DIMAC; provided, however, that DIMAC may take
the actions prohibited by clause (ii) above if such action is taken by, or  upon
the authority of, the DIMAC Board of Directors in the exercise of its good faith
judgment as to its fiduciary duties to the DIMAC stockholders, which judgment is
based  upon the advice of  independent, outside legal counsel  that a failure of
the DIMAC Board of Directors to take such action would be likely to constitute a
breach of its fiduciary duties to such stockholders. DIMAC has agreed to  notify
Heritage  promptly if  DIMAC becomes aware  that any inquiries  or proposals are
received  by,  any  information  is  requested  from  or  any  negotiations   or
discussions  are  sought  to  be  negotiated  with,  DIMAC  with  respect  to an
Acquisition Proposal  and  to  deliver  to Heritage  any  written  inquiries  or
proposals received by DIMAC relating to an Acquisition Proposal, except, in each
case, to the extent that DIMAC receives advice from independent, outside counsel
that  providing such information  would be likely  to result in  a breach of the
fiduciary duties of the DIMAC Board of Directors to the DIMAC stockholders.

INTERESTED PERSONS

    In considering the recommendations  of the DIMAC  Board of Directors,  DIMAC
stockholders should be aware that certain members of management and of the DIMAC
Board  of Directors  have interests in  the Merger  that are in  addition to the
interests of  DIMAC  stockholders  generally  and  which  may  create  potential
conflicts of interest.

                                       7
<PAGE>
    EMPLOYMENT  AGREEMENTS.  Simultaneously  with the execution  and delivery of
the Merger Agreement,  each of Mr.  McSweeney; Timothy G.  Beffa, President  and
Chief  Operating Officer  of DIMAC; Paul  W. Middeke, Senior  Vice President and
Chief Financial Officer  of DIMAC; William  K. Myers, Senior  Vice President  --
Marketing  of DIMAC; and F. Eugene Kerr,  Senior Vice President -- Operations of
DIMAC entered  into three-year  Retention  and Non-Competition  Agreements  with
DIMAC and Heritage.

    Pursuant  to Mr.  McSweeney's Retention  and Non-Competition  Agreement (the
"McSweeney Retention  Agreement") and  in consideration  of his  willingness  to
continue his employment with DIMAC through December 31, 1998, DIMAC and Heritage
have  agreed that the Merger will not result in any diminution or adverse change
in  (i)  Mr.  McSweeney's  duties  and  responsibilities  to  DIMAC,  (ii)   his
organizational  position or  reporting relationships  or (iii)  his base salary,
bonus or employee benefits. The McSweeney Retention Agreement provides that,  as
of  July 1, 1997, Mr. McSweeney will be required to devote only a portion of his
business time to  DIMAC and will  relinquish his title  and responsibilities  as
chief  executive officer at such time.  In further consideration of the benefits
received under the McSweeney Retention Agreement, Mr. McSweeney has agreed that,
without the prior written approval of the DIMAC Board of Directors, he will  not
directly  or  indirectly, in  any capacity,  participate in,  engage in,  own or
invest in any business which is  engaged in providing direct marketing  services
in  the United States for a period ending two years after the termination of the
McSweeney Retention Agreement.

    Pursuant to  the Retention  and Non-Competition  Agreements (the  "Executive
Retention  Agreements") entered into with each  of Messrs. Beffa, Middeke, Myers
and Kerr (each an "Executive") and  in consideration of the willingness of  each
such  Executive to continue his employment with DIMAC through December 31, 1998,
DIMAC and Heritage have agreed that the Merger will not result in any diminution
or adverse change in (i) such Executives' respective duties and responsibilities
to DIMAC, (ii) such Executives' respective organizational position or  reporting
relationships  or  (iii)  such  Executives'  respective  base  salary,  bonus or
employee benefits; it being  understood that, during the  term of the  Executive
Retention  Agreements, DIMAC will increase each  such Executive's base salary on
January 1  of each  year by  an amount  equal to  such Executive's  base  salary
multiplied  by the percentage increase in the cost of living index over the past
twelve months.  In addition  to  such benefits  under his  respective  Executive
Retention  Agreement,  each  Executive will  also  be entitled  to  receive from
Heritage at the Effective Time a  number of options to purchase Heritage  Common
Stock  (the "Additional  Options"), granted  under terms  identical to  those of
options granted to other optionees of Heritage, equal to the quotient of 200% of
such Executive's base salary divided by  the Heritage Trading Price. In  further
consideration  of the benefits received under his respective Executive Retention
Agreement, each  of Messrs.  Beffa, Middeke,  Myers and  Kerr has  agreed  that,
without  the prior written approval of the DIMAC Board of Directors, he will not
directly or  indirectly, in  any capacity,  participate in,  engage in,  own  or
invest  in any business which is  engaged in providing direct marketing services
in the United States for a period ending two years after the termination of such
Executive's Executive Retention Agreement, other  than in a capacity which  does
not  involve soliciting  DIMAC's prospects  or clients,  soliciting or otherwise
inducing  DIMAC's  employees  to   leave  DIMAC's  employ  or   misappropriating
confidential  or proprietary information of DIMAC.  See "The Merger Interests of
Certain Persons in the Merger -- Employment Agreements."

    DIMAC OPTION  PLANS.    The  Merger  will  result  in  the  acceleration  of
exercisability  and vesting of stock options granted under the DIMAC Corporation
1994 Stock  Option  and  Stock Award  Plan  (the  "DIMAC Plan")  and  the  DIMAC
Non-Employee Director Stock Option Plan (the "Directors' Plan"). Pursuant to the
Merger  Agreement,  and to  the  extent such  options  have not  been previously
exercised, holders  of options  under  the DIMAC  Plan  will have  such  options
converted  at the  Effective Time  into options  to purchase  shares of Heritage
Common Stock, exercisable  for that number  of shares of  Heritage Common  Stock
which  is  equal  to  the number  of  shares  of DIMAC  Common  Stock  for which

                                       8
<PAGE>
such option  is currently  exercisable multiplied  by the  quotient obtained  by
dividing  $28.00 by  the Heritage Trading  Price (such  quotient the "Conversion
Factor") at an exercise price equal to exercise price per share of DIMAC  Common
Stock divided by the Conversion Factor.

    Options  granted  pursuant  to  the  Directors'  Plan  will  be convertible,
pursuant to the terms of the  Merger Agreement, into options to purchase  shares
of Heritage Common Stock on the same basis as holders of options under the DIMAC
Plan, except that each holder of options under the Directors' Plan will have the
option  to elect to receive cash in an  amount equal to the product of the total
number of shares  of DIMAC Common  Stock for which  such option was  exercisable
multiplied  by the  excess of Merger  Consideration over the  exercise price per
share of the DIMAC Common Stock which is subject to such option (the  "Converted
Option  Consideration"). In the event that the Heritage Subsidiary elects to pay
a portion of the  Merger Consideration in shares  of Heritage Common Stock,  the
same pro rata portion of the Converted Option Consideration will also be payable
in  shares of  Heritage Common  Stock. See "The  Merger --  Interests of Certain
Persons in the Merger -- DIMAC Option Plans."

    The Merger Agreement also provides for certain indemnification and insurance
arrangements for  the  officers and  directors  of  DIMAC. See  "The  Merger  --
Interest   of  Certain   Persons  in   the  Merger   --  Director   and  Officer
Indemnification and Insurance."

RIGHTS OF DISSENTING STOCKHOLDERS

    Subject to certain other  conditions, a stockholder of  record of DIMAC  who
does  not vote his or her shares of DIMAC  Common Stock in person or by proxy in
favor of the Merger and who files  with DIMAC a written objection to the  Merger
before  the vote at the  Special Meeting of stockholders  of DIMAC, stating that
his or her right  to dissent will  be exercised if the  Merger is effective  and
giving his or her name and address, will be eligible to make a written demand on
DIMAC  for appraisal rights following the  consummation of the Merger. Neither a
proxy nor  a vote  opposing or  abstaining  from the  Merger will  constitute  a
written  objection  to  the Merger.  A  DIMAC  stockholder who  files  a written
objection will not be entitled to appraisal rights unless such stockholder  also
makes  a  written demand  following  the consummation  of  the Merger  and takes
certain other steps in the manner required  by Delaware law. A vote in favor  of
the Merger, in person or by proxy, will constitute a waiver of appraisal rights.
See "Appraisal Rights of Dissenting Stockholders."

   
RISK FACTORS
    

   
    If Heritage elects to pay a portion of the Merger Consideration in shares of
Heritage  Common Stock, the receipt and continued  ownership of such shares by a
DIMAC  stockholder  involves  certain  investment  risks,  including  Heritage's
substantial indebtedness, the degree of competition which Heritage encounters in
the  operation of its  businesses and the existence  of government regulation in
Heritage's broadcasting business. See "The Merger -- Risk Factors."
    

UNITED STATES FEDERAL INCOME TAX CONSEQUENCES

    The receipt  of  cash  or  shares  of  Heritage  Common  Stock  by  a  DIMAC
stockholder  in exchange for his or her shares of DIMAC Common Stock pursuant to
the Merger or the exercise of dissenters' rights will, in each case,  constitute
a  taxable transaction to such stockholder  for United States federal income tax
purposes and may also be a taxable transaction under applicable state, local and
foreign tax laws. In general, a stockholder will recognize gain or loss equal to
the difference between (A) the  sum of (i) the cash  received and (ii) the  fair
market  value of any of the shares of Heritage Common Stock received in exchange
for the shares of DIMAC Common Stock  in the Merger or pursuant to the  exercise
of  appraisal rights and (B) such stockholder's adjusted tax basis in the shares
of DIMAC Common Stock exchanged. A holder's initial tax basis for the shares  of
Heritage  Common Stock received in  the Merger will be  equal to its fair market
value on the date of the Merger.

    All stockholders  should read  carefully the  discussion in  "The Merger  --
Certain  United States  Federal Income Tax  Consequences" and  other sections of
this Proxy  Statement/Prospectus.  They  are  urged to  consult  their  own  tax
advisors  as to  the specific  consequences to them  of the  Merger under United
States federal, state, local and any other applicable tax laws.

                                       9
<PAGE>
CONDITIONS OF THE MERGER

    In addition to approval  by the stockholders of  DIMAC, consummation of  the
Merger is subject to the satisfaction or waiver of a number of conditions. Other
than  approval of the Merger by the DIMAC stockholders, substantially all of the
conditions to the Merger may be waived, in whole or in part, by the parties  for
whose  benefit  they  have  been  created, without  the  approval  of  the DIMAC
stockholders. However, after approval by the stockholders of DIMAC, no amendment
or modification  may be  made which  by law  requires further  approval by  such
stockholders  unless such approval is obtained. See "The Merger -- Conditions to
the Merger."

TERMINATION

   
    The Merger Agreement may be terminated and the Merger abandoned, at any time
prior to the Effective Time, whether before  or after the approval by the  DIMAC
stockholders,  (i) by the mutual consent of Heritage and DIMAC; (ii) by Heritage
if there has  been a  material misrepresentation or  breach of  warranty in  the
representations  and warranties of  DIMAC made in the  Merger Agreement or there
has been a material failure  by DIMAC to comply  with its obligations under  the
Merger  Agreement; (iii) by DIMAC if there has been a material misrepresentation
or breach of warranty in the representations and warranties of Heritage made  in
the  Merger Agreement or there has been a material failure by Heritage to comply
with its obligations  under the  Merger Agreement;  (iv) by  either Heritage  or
DIMAC if all conditions to that party's obligation to consummate the Merger have
not  been  satisfied  or  waived  by March  31,  1996,  unless  such  failure of
consummation is  due to  the failure  of  the terminating  party to  perform  or
observe  the  covenants,  agreements  and  conditions  contained  in  the Merger
Agreement to be performed or observed by it; (v) by either Heritage or DIMAC  if
the  consummation of  the Merger  would violate  any nonappealable  final order,
decree or judgment of any court or governmental body or agency having  competent
jurisdiction; (vi) by DIMAC if in the exercise of the good faith judgment of its
Board  of Directors  (which judgment  is based  upon the  advice of independent,
outside legal  counsel) as  to its  fiduciary duties  to its  stockholders  such
termination  is required by reason  of an Acquisition Proposal  or, if the DIMAC
Board  of   Directors  withdraws   or  materially   modifies  or   changes   its
recommendation  to  its stockholders  to approve  the  Merger Agreement  and the
Merger if there exists at such time  an Acquisition Proposal for DIMAC and  such
change  in recommendation is based upon the advice of independent, outside legal
counsel; or  (vii) by  Heritage if  the DIMAC  Board of  Directors withdraws  or
materially  modifies or changes its recommendation  to the stockholders of DIMAC
to approve the Merger Agreement and the  Merger if there exists at such time  an
Acquisition  Proposal. In the event that the Merger is not approved by the DIMAC
stockholders, each of Heritage  and DIMAC would  expect to independently  pursue
their respective strategies for growth.
    

TERMINATION FEE

    If (a) DIMAC terminates the Merger Agreement because its Board of Directors,
in  the exercise of its good faith judgment (which judgment is based upon advice
of independent,  outside  legal counsel)  as  to  its fiduciary  duties  to  its
stockholders determines such termination is required by reason of an Acquisition
Proposal or, if the DIMAC Board of Directors withdraws or materially modifies or
changes  its recommendation to its stockholders  to approve the Merger Agreement
and the Merger if there  exists at such time  an Acquisition Proposal for  DIMAC
and  such  change in  recommendation is  based upon  the advice  of independent,
outside legal  counsel;  (b) the  Merger  Agreement is  terminated  by  Heritage
because the DIMAC Board of Directors withdraws or materially modifies or changes
its  recommendation to the stockholders of DIMAC to approve the Merger Agreement
and the Merger if there exists at  such time an Acquisition Proposal; or (c)  on
or before March 31, 1996 and while the Merger Agreement remains in effect, DIMAC
enters  into a definitive agreement with respect to an Acquisition Proposal with
any corporation,  partnership,  person or  other  entity or  group  (other  than
Heritage  or any  affiliate of  Heritage), and  such transaction  (including any
revised  transaction  based  upon   the  Acquisition  Proposal)  is   thereafter
consummated  (whether before or after  March 31, 1996), then  DIMAC shall pay to
Heritage a fee equal to  the sum of (i) up  to $1.0 million of documented  fees,
costs  and expenses,  including legal  and accounting  fees and  fees payable to
Heritage's financial

                                       10
<PAGE>
advisors, incurred by Heritage in connection with the transactions  contemplated
by  the Merger Agreement and (ii) $4.0  million. The amount in clause (ii) shall
be payable only upon completion of the transaction implementing the  Acquisition
Proposal.

COMPARISON OF RIGHTS OF HERITAGE STOCKHOLDERS AND DIMAC STOCKHOLDERS

    Heritage  is incorporated under the laws of  the State of Iowa, and DIMAC is
incorporated under the  laws of  the State  of Delaware.  Stockholders of  DIMAC
will,  upon consummation of the Merger and  to the extent they receive shares of
Heritage Common Stock, become stockholders of Heritage and their rights as  such
will  be governed by Iowa law  and Heritage's Restated Articles of Incorporation
and Bylaws.  See "The  Merger --  Comparison of  Rights of  Holders of  Heritage
Common Stock and DIMAC Common Stock."

AMEX LISTING

    The  Heritage Common Stock is listed on AMEX. Heritage has agreed to use its
reasonable best  efforts to  cause the  shares of  Heritage Common  Stock to  be
issued  in the Merger to be listed on AMEX at the Effective Time. A condition to
DIMAC's obligation to close is  that prior to the  Effective Time any shares  of
Heritage Common Stock, to the extent applicable, to be issued in the Merger will
be approved for listing on AMEX.

   
COMPARATIVE PER SHARE DATA
    

   
    The  following table sets forth certain historical, pro forma and equivalent
pro forma per  share financial  information for  the Heritage  Common Stock  and
DIMAC Common Stock as of December 31, 1994 and for the year then ended and as of
September  30, 1995  and the  nine months  then ended.  All such  information is
presented on a per  share basis. Neither  Heritage nor DIMAC  has paid any  cash
dividends  on its  common shares.  The following  information should  be read in
conjunction with and is qualified in its entirety by reference to the historical
consolidated financial statements and accompanying  notes of Heritage and  DIMAC
and  "Pro  Forma Financial  Information" incorporated  by reference  or included
elsewhere in this Joint Proxy Statement/Prospectus.
    

   
<TABLE>
<CAPTION>
                                                                                       HERITAGE      DIMAC
                                                                                      -----------  ---------
<S>                                                                                   <C>          <C>
Historical book value per share as of
  December 31, 1994.................................................................   $    5.10   $     .01
  September 30, 1995................................................................        6.14         .43
Pro forma equivalent book value per share as of
  September 30, 1995 (1)
  assuming cash Merger Consideration................................................        6.62        6.89
  assuming cash and stock Merger Consideration......................................        8.45        8.80
Historical net income (loss) per share
  for the year ended December 31, 1994..............................................         .15        (.04)
  for the nine months ended September 30, 1995......................................         .88         .41
Pro forma equivalent net loss per share (1)
  for the year ended December 31, 1994
    assuming cash Merger Consideration..............................................         .17         .18
    assuming cash and stock Merger Consideration....................................         .38         .40
  for the nine months ended September 30, 1995......................................
    assuming cash Merger Consideration..............................................         .38         .40
    assuming cash and stock Merger Consideration....................................         .37         .39
</TABLE>
    

   
(1) The  pro forma  information for  DIMAC reflects  an "equivalent"  pro  forma
    adjustment  determined by multiplying the pro forma information for Heritage
    by the exchange ratio, assuming that  (i) the Heritage Trading Price is  $27
    per  share and (ii) the exchange ratio  is one DIMAC share for 1.04 Heritage
    shares, which is calculated by  dividing the Merger Consideration per  share
    of $28 by the Heritage Trading Price.
    

                                       11
<PAGE>
   
COMPARATIVE MARKET PRICE DATA
    

   
    Heritage  Common Stock and DIMAC  Common Stock are listed  on the AMEX under
the symbols "HTG" and "DMC", respectively.
    

   
    On October  20,  1995,  the  last full  trading  day  preceding  the  public
announcement of the execution of the Merger, the closing sale price per share of
Heritage  Common Stock  was $28.75  and the closing  sale price  of DIMAC Common
Stock was $23.25. As of January    , 1996, the  closing sale price per share  of
Heritage  Common Stock was $       and the closing sale price per share of DIMAC
Common Stock was $      . Stockholders of Heritage and DIMAC are urged to obtain
current market quotations for Heritage and DIMAC Common Stock.
    

   
    The following table  sets forth the  closing sale price  per share of  DIMAC
Common  Stock and Heritage Common  Stock as reported on  the AMEX on October 20,
1995, the business  date preceding  public announcement  of the  Merger, and  on
January   , 1996.
    

   
<TABLE>
<CAPTION>
                                                                              DIMAC          HERITAGE
                                                                           COMMON STOCK    COMMON STOCK
                                                                          --------------  --------------
<S>                                                                       <C>             <C>
October 20, 1995........................................................    $    23.25           28.75
January   , 1996........................................................
</TABLE>
    

   
SUMMARY OF SELECTED FINANCIAL INFORMATION
    

    The  following tables set forth  selected financial information for Heritage
and DIMAC for each  of the five  fiscal years in the  period ended December  31,
1994 and for the nine months ended September 30, 1994 and 1995. Such information
should  be  read  in conjunction  with  the historical  financial  statements of
Heritage and  DIMAC and  the  notes thereto  which  are incorporated  herein  by
reference.  Selected financial information for Heritage  and DIMAC as of and for
the nine months  ended September 30,  1994 and  1995 has been  derived from  the
unaudited  historical consolidated financial  statements and, in  the opinion of
their respective management, includes all adjustments (consisting only of normal
recurring adjustments) that are considered necessary for a fair presentation  of
the  operating results for such interim periods. Results for the interim periods
are not necessarily indicative of results for the full year.

                                       12
<PAGE>
                             HERITAGE -- HISTORICAL

   
<TABLE>
<CAPTION>
                                                                                                 NINE MONTHS
                                                    YEARS ENDED DECEMBER 31,                 ENDED SEPTEMBER 30,
                                      -----------------------------------------------------  --------------------
                                        1990       1991       1992       1993       1994       1994       1995
                                      ---------  ---------  ---------  ---------  ---------  ---------  ---------
                                                         (IN THOUSANDS, EXCEPT PER SHARE DATA)
<S>                                   <C>        <C>        <C>        <C>        <C>        <C>        <C>
STATEMENT OF OPERATIONS DATA:
  Net revenues......................  $ 203,854  $ 222,360  $ 250,891  $ 291,205  $ 317,628  $ 210,826  $ 299,065
  Operating income (1)..............     13,451     21,950     27,550     34,995     57,838     35,332     47,473
  Interest expense, net.............    (38,108)   (38,640)   (37,473)   (31,515)   (30,373)   (22,196)   (26,190)
  Income (loss) before extraordinary
   item.............................    (26,009)   (19,278)   (14,966)        77     22,299      8,468     15,604
  Net income (loss).................    (24,950)   (14,958)   (18,560)       512     22,299      8,468     15,604
  Net income (loss) applicable to
   common stock (2).................    (27,929)   (20,435)   (25,465)    (4,810)     2,648    (11,183)    15,604
  Earnings (loss) per share before
   extraordinary item...............      (2.82)     (2.39)     (1.51)      (.32)       .15       (.64)       .88
  Earnings (loss) per share.........  $   (2.72) $   (1.97) $   (1.76) $    (.29) $     .15  $    (.64) $     .88
  Equivalent shares (3).............     10,279     10,369     14,449     16,314     17,381     17,339     17,666
BALANCE SHEET DATA (AT PERIOD END):
  Property and equipment, net.......  $  52,144  $  48,659  $  55,832  $  57,422  $  54,799  $  53,527  $  58,374
  Goodwill and other intangibles,
   net..............................    378,375    375,378    373,426    363,667    382,288    365,969    392,046
  Total Assets......................    497,358    481,147    496,296    492,849    514,147    492,467    551,143
  Long-term debt (4)................    352,791    345,916    319,385    314,989    351,525    348,008    350,380
  Stockholders' equity..............     66,339     62,022     91,213     86,642     89,246     74,889    108,725
OTHER DATA:
  EBITDA (5)........................     42,595     45,103     54,242     68,353     90,058     58,635     68,679
  Depreciation, amortization and
   nonrecurring charges.............     28,944     22,803     26,692     33,358     32,220     23,303     21,206
  Capital expenditures (6)..........      9,884     11,421     15,531     18,534     13,271      8,804     13,073
</TABLE>
    

- ------------------------------
   
(1) Operating  income contains  certain  nonrecurring expenses  which  represent
    operating  costs  that  are unusual  or  infrequent  in nature  and  are not
    expected to be incurred by the Company on a regular basis in future periods.
    Such costs are comprised of the  following: for the year ended December  31,
    1990,  $8.5 million relating to compensation  expense in connection with the
    POP Radio merger ($6.9  million) and the write-down  of barter accounts  ($1
    million)  and program rights ($.6 million),  and for the year ended December
    31, 1993, $4.7 million  relating to restructuring  charges ($3 million)  and
    the  write-down  of program  rights ($1.7  million). In  addition, operating
    income contains compensation expense  relating to stock appreciation  rights
    in  the amounts of $200,000, $350,000,  $500,000, $500,000, and $4.9 million
    during the years  ended December  31, 1990 through  1994, respectively,  and
    $3.1  million for the nine months ended September 30, 1994. Such rights were
    retired in January 1995.
    

(2) Net income  (loss) applicable  to common stock  and related  per share  data
    includes the effect of preferred stock dividends and accretion of settlement
    rights.  Such preferred stock and settlement rights were redeemed or retired
    in 1994.

(3) Equivalent  shares exclude  shares reserved  for issuance  upon exercise  of
    stock  options or upon conversion of preferred stock, as the effect would be
    antidilutive or immaterial.

(4) Includes current portion of long-term debt.

   
(5) EBITDA represents operating  income excluding depreciation, amortization  of
    goodwill and other assets (as presented on the face of the income statement)
    and  nonrecurring charges.  EBITDA is presented  because management believes
    that it is a widely accepted  financial indicator of a company's ability  to
    service  and/or  incur indebtedness,  maintain  current operating  levels of
    fixed assets and acquire additional operations and businesses.  Accordingly,
    significant  uses of  EBITDA include, but  are not limited  to, interest and
    principal payments on long-term debt, capital expenditures, and acquisitions
    of new operations or businesses. However, EBITDA should not be considered as
    an alternative to  operating income  or net income  (loss) as  a measure  of
    operating   results  in   accordance  with   generally  accepted  accounting
    principles  or  to  cash  flows  from  operating,  investing  or   financing
    activities  as a measure  of liquidity. Items excluded  from EBITDA, such as
    depreciation,  amortization  and   nonrecurring  charges,  are   significant
    components  of Heritage's operations and  should be considered in evaluating
    Heritage's financial  performance. Nonrecurring  charges are  excluded  from
    EBITDA  due  to the  fact that  management  does not  expect to  incur these
    charges on a regular  basis in the  future and does  not believe that  these
    charges  should be  considered in  evaluating Heritage's  ability to service
    and/or incur indebtedness, maintain current operating levels of fixed assets
    and acquire additional  operations and businesses  in the future.  Investors
    should  be aware that EBITDA as described  above may differ in the method of
    calculation from EBITDA presented by other companies due to the exclusion of
    nonrecurring  charges.  See  footnote  (1)   above  for  a  description   of
    nonrecurring charges.
    

   
(6) Capital expenditures represent expenditures for long-term fixed assets which
    are  necessary to  grow or  maintain existing  products or  services sold by
    Heritage. Capital expenditures exclude cash outlays relating to acquisitions
    of new  operations  or businesses  of  $37.7 million,  $4.4  million,  $11.9
    million, $5.1 million and $6.9 million for the years ended December 31, 1990
    through  1994, respectively, and $7.8 million and $16.6 million for the nine
    months ended September 30, 1994 and 1995, respectively.
    

                                       13
<PAGE>
                              DIMAC -- HISTORICAL

   
<TABLE>
<CAPTION>
                                                                                                   NINE MONTHS ENDED
                                                         YEARS ENDED DECEMBER 31,                    SEPTEMBER 30,
                                           -----------------------------------------------------  --------------------
                                             1990       1991       1992      1993(1)     1994       1994       1995
                                           ---------  ---------  ---------  ---------  ---------  ---------  ---------
                                                              (IN THOUSANDS, EXCEPT PER SHARE DATA)
<S>                                        <C>        <C>        <C>        <C>        <C>        <C>        <C>
STATEMENT OF OPERATIONS DATA:
  Net revenues...........................  $  44,894  $  52,475  $  57,810  $  63,800  $ 100,012  $  70,652  $  89,030
  Operating income.......................      4,901      5,027      6,290      5,109     10,919      7,883     11,878
  Interest expense, net..................       (605)    (1,092)      (781)    (1,417)    (6,069)    (4,993)    (3,574)
  Income (loss) before extraordinary
   item(2)...............................      2,576      2,476      3,363      2,259      2,985      1,729      5,117
  Net income (loss)......................      2,576      2,476      3,363      2,259       (172)    (1,018)     2,738
  Earnings (loss) per share before
   extraordinary item(2)(3)..............                                         .22        .64        .43        .77
  Earnings (loss) per share(3)...........                                   $     .22  $    (.04) $    (.25) $     .41
  Equivalent shares(3)...................                                      10,492      4,664      4,036      6,603
BALANCE SHEET DATA (AT PERIOD END):
  Property and equipment, net............  $   5,544  $   7,571  $   7,240  $   8,124  $  13,013  $  13,233  $  19,276
  Goodwill and other intangibles, net....      5,792      8,999      8,495     11,168     19,037     17,893     25,232
  Total assets...........................     26,053     36,818     32,533     41,456     64,408     66,617     81,360
  Long-term debt(4)......................      6,122     10,187      6,817     49,068     36,303     34,211     51,462
  Stockholders' equity (deficiency)(5)...      8,116     10,592     13,998    (27,573)        73       (680)     2,811
OTHER DATA:
  EBITDA(6)..............................      6,233      6,965      8,539      8,862     14,019     10,099     15,004
  Capital expenditures(7)................      2,061      2,142      1,229      2,530      4,178      3,452      2,166
</TABLE>
    

- ------------------------------

   
(1) Includes certain nonrecurring compensation expenses of $1,091,000 related to
    the DIMAC recapitalization and $325,000 of  reserves related to the move  of
    the West Coast facility.
    

(2)  The  extraordinary item  represents the  impact  of debt  extinguishment in
    September 1994 and April 1995.

(3) The historical earnings per share and equivalent shares data for 1990,  1991
    and  1992  has  not  been  presented  because  the  capitalization  of DIMAC
    following the recapitalization and initial public offering is not indicative
    of the capitalization prior to such events.

(4) Includes current portion of long-term debt.

(5) Represents the impact of the recapitalization in 1993 and the initial public
    offering in 1994.

   
(6) EBITDA represents operating  income excluding depreciation, amortization  of
    goodwill  and  other assets  and nonrecurring  charges. EBITDA  is presented
    because management believes that it is a widely accepted financial indicator
    of a  company's  ability  to service  and/or  incur  indebtedness,  maintain
    current  operating levels of fixed  assets and acquire additional operations
    and businesses. Accordingly, significant uses of EBITDA include, but are not
    limited to,  interest  and principal  payments  on long-term  debt,  capital
    expenditures,  and acquisitions  of new  operations or  businesses. However,
    EBITDA should not be considered as an alternative to operating income or net
    income (loss) as a measure of operating results in accordance with generally
    accepted accounting principles or to cash flows from operating, investing or
    financing activities as a measure of liquidity. Items excluded from  EBITDA,
    such as depreciation, amortization and nonrecurring charges, are significant
    components  of  DIMAC's operations  and should  be considered  in evaluating
    DIMAC's financial performance. Nonrecurring charges are excluded from EBITDA
    due to  the  fact  that management  does  not  expect these  charges  to  be
    recurring  in the future and  does not believe that  these charges should be
    considered  in   evaluating  DIMAC's   ability  to   service  and/or   incur
    indebtedness,  maintain current operating levels of fixed assets and acquire
    additional operations  and businesses  in the  future. Investors  should  be
    aware that EBITDA as described above may differ in the method of calculation
    from   EBITDA  presented  by  other  companies   due  to  the  exclusion  of
    nonrecurring  charges.  See  footnote  (1)   above  for  a  description   of
    nonrecurring charges.
    

   
(7) Capital expenditures represent expenditures for long-term fixed assets which
    are  necessary to grow or maintain  existing services sold by DIMAC. Capital
    expenditures exclude cash outlays relating to acquisitions of new operations
    or businesses of $1.2 million, $0.7 million and $11.9 million for the  years
    ended  December 31, 1990, 1991 and 1994, respectively, and $11.6 million and
    $11.3 million for the nine months ended September 30, 1994 and 1995.
    

                                       14
<PAGE>
    The unaudited  pro  forma  combined  information  presented  below  provides
financial  information giving effect to  certain Heritage and DIMAC transactions
which have occurred or are  probable to occur, the  Merger on a purchase  basis,
the  issuance of $150 million of senior subordinated notes (the "Notes") and the
new DIMAC credit agreement,  as if such transactions  occurred on September  30,
1995,  with regard to  balance sheet information,  and on January  1, 1994, with
regard to statements  of operations  information. The pro  forma information  is
provided  for informational purposes  only and is  not necessarily indicative of
actual results that would have been achieved had the Merger been consummated  at
the  beginning of  the periods  presented or  of future  results. The  pro forma
information is  derived  from  the Pro  Forma  Financial  Information  appearing
elsewhere  herein and should  be read in conjunction  with those statements. See
"Pro Forma Financial Information."

             HERITAGE AND DIMAC -- UNAUDITED PRO FORMA COMBINED(1)

   
<TABLE>
<CAPTION>
                                                                                     NINE MONTHS ENDED SEPTEMBER
                                                       YEAR ENDED DECEMBER 31, 1994            30, 1995
                                                       ----------------------------  ----------------------------
                                                                         MERGER                        MERGER
                                                                      CONSIDERATION                 CONSIDERATION
                                                          MERGER      PAID IN CASH      MERGER      PAID IN CASH
                                                       CONSIDERATION  AND HERITAGE   CONSIDERATION  AND HERITAGE
                                                       PAID IN CASH       STOCK      PAID IN CASH       STOCK
                                                       -------------  -------------  -------------  -------------
                                                                 (IN THOUSANDS, EXCEPT PER SHARE DATA)
<S>                                                    <C>            <C>            <C>            <C>
STATEMENT OF OPERATIONS DATA:
  Net revenues.......................................    $ 529,494      $ 529,494      $ 413,730      $ 413,730
  Operating income...................................       65,805         65,805         56,379         56,379
  Interest expense, net..............................      (58,573)       (54,295)       (44,450)       (41,241)
  Income before extraordinary item...................        2,971          7,249          6,729          7,276
  Income per share before extraordinary item.........    $     .17      $     .38      $     .38      $     .37
  Equivalent shares(2)...............................       17,475         19,236         17,666         19,427
BALANCE SHEET DATA (AT PERIOD END):
  Property and equipment, net........................                                  $  77,163      $  77,163
  Goodwill and other intangibles, net................                                    627,726        627,726
  Total assets.......................................                                    850,575        850,575
  Long-term debt(3)..................................                                    600,051        552,516
  Stockholders' equity...............................                                    117,902        165,437
OTHER DATA:
  EBITDA(4)..........................................    $ 110,805      $ 110,805      $  86,018      $  86,018
<FN>
- ------------------------------
(1)  The unaudited Pro Forma  Combined Financial Information  should be read  in
     conjunction  with  the unaudited  Pro  Forma Financial  Statements included
     elsewhere herein. See "Pro Forma Financial Information."
(2)  Equivalent shares exclude  shares reserved  for issuance  upon exercise  of
     stock options or upon conversion of preferred stock, as the effect would be
     antidilutive or immaterial.
(3)  Includes current portion of long-term debt.
(4)  EBITDA  represents operating income excluding depreciation, amortization of
     goodwill and other  assets and  nonrecurring charges.  EBITDA is  presented
     because  management  believes  that  it  is  a  widely  accepted  financial
     indicator of  a company's  ability to  service and/or  incur  indebtedness,
     maintain  current operating levels  of fixed assets  and acquire additional
     operations and businesses. Accordingly, significant uses of EBITDA include,
     but are not limited to, interest and principal payments on long-term  debt,
     capital  expenditures, and  acquisitions of  new operations  or businesses.
     However, EBITDA should  not be  considered as an  alternative to  operating
     income or net income (loss) as a measure of operating results in accordance
     with  generally  accepted  accounting  principles  or  to  cash  flows from
     operating, investing or  financing activities  as a  measure of  liquidity.
     Items   excluded  from  EBITDA,  such  as  depreciation,  amortization  and
     nonrecurring charges, are  significant components of  Heritage and  DIMAC's
     operations  and should be  considered in evaluating  the combined company's
     pro forma  financial performance.  Nonrecurring charges  are excluded  from
     EBITDA  due to  the fact  that management  does not  expect to  incur these
     charges on a regular basis  in the future and  does not believe that  these
     charges  should be considered in  evaluating the combined company's ability
     to service and/or incur indebtedness, maintain current operating levels  of
     fixed  assets  and  acquire  additional operations  and  businesses  in the
     future. Investors should be aware that EBITDA as described above may differ
     in the method of calculation from  EBITDA presented by other companies  due
     to  the exclusion of nonrecurring charges. Nonrecurring charges incurred by
     Heritage of  $4.9  million  relating  to  compensation  expense  for  stock
     appreciation  rights are excluded  from EBITDA for  the year ended December
     31, 1994. No nonrecurring operating charges have been recorded by  Heritage
     or DIMAC during the nine months ended September 30, 1995.
</TABLE>
    

                                       15
<PAGE>
                              THE SPECIAL MEETING

GENERAL

   
    The  Special  Meeting of  the  Stockholders of  DIMAC  will be  held  at The
Ritz-Carlton St. Louis, 100  Carondelet Plaza, St.  Louis, Missouri on  February
    , 1996 at 10:00 a.m. (local time) to (i) consider and vote upon the approval
and  adoption of the Merger  Agreement and (ii) transact  such other business as
may properly come before the Special Meeting or any adjournment thereof.
    

    The DIMAC Board of Directors  has unanimously approved the Merger  Agreement
and the Merger and the transactions contemplated thereby and has determined that
such  transactions are in the best interests  of DIMAC and its stockholders. The
DIMAC Board of Directors unanimously recommends that the DIMAC stockholders vote
for approval and adoption of  the Merger Agreement and  to approve the terms  of
the Merger.

RECORD DATE; QUORUM

    Only  stockholders of record of DIMAC at the close of business on the Record
Date will be entitled to notice of, and to vote at, the Special Meeting. On  the
Record  Date, there were 6,491,405 shares  of DIMAC Common Stock outstanding and
entitled to vote at the Special Meeting.  Each holder of shares of DIMAC  Common
Stock outstanding on the Record Date is entitled to one vote for each such share
so  held, exercisable in person or by  properly executed and delivered proxy, at
the Special Meeting. The presence of the  holders of at least a majority of  the
shares  of DIMAC Common Stock outstanding on the Record Date, whether present in
person or by properly executed and delivered proxy, will constitute a quorum for
purposes of the Special Meeting.

VOTE REQUIRED

    The affirmative vote of the holders of record of at least a majority of  the
outstanding shares of DIMAC Common Stock entitled to vote at the Special Meeting
is  necessary  to approve  and adopt  the  Merger Agreement  and to  approve the
Merger. Michael T. McSweeney and the  MDC Entities who collectively held, as  of
the  Record Date, 2,112,881 shares of DIMAC Common Stock, or approximately 32.6%
of the shares of DIMAC Common Stock outstanding, have agreed to vote such shares
in favor of approving and adopting the Merger Agreement.

PROXIES

    DIMAC stockholders are requested to complete, date and sign the accompanying
form of  proxy and  return it  promptly to  DIMAC in  the enclosed  postage-paid
envelope. When the accompanying form of proxy is returned properly executed, the
shares  of DIMAC Common Stock  represented thereby will be  voted at the Special
Meeting in  accordance  with  the instructions  contained  therein;  however,  a
properly  executed proxy marked "ABSTAIN", including a proxy representing shares
held of record by a broker or nominee who has not been given voting instructions
by the beneficial owner,  although counted for  purposes of determining  whether
there  is a quorum at the Special Meeting, will not be voted on the approval and
adoption of the Merger Agreement and the  terms of the Merger and will have  the
same  effect  as a  negative vote  on the  approval and  adoption of  the Merger
Agreement and the  terms of  the Merger.  If a  proxy is  executed and  returned
without  an indication as  to how the  shares of DIMAC  Common Stock represented
thereby are to  be voted, such  shares will be  voted to approve  and adopt  the
Merger Agreement and to approve the Merger.

    Any  DIMAC stockholder giving a proxy  pursuant to this solicitation has the
power to revoke  it at any  time before it  is voted at  the Special Meeting.  A
later dated proxy or written notice of revocation given prior to the vote at the
Special Meeting to the Secretary of DIMAC will serve to revoke such proxy. Also,
a  DIMAC stockholder who attends the Special Meeting in person may, if he or she
wishes, vote by  ballot at  the Special  Meeting, thereby  cancelling any  proxy
previously  given. Mere presence  at such meeting  will not serve  to revoke any
proxy previously given.

                                       16
<PAGE>
OTHER MATTERS TO BE CONSIDERED

    The DIMAC Board of Directors is not aware of any other matter which will  be
brought  before the Special  Meeting. If, however,  other matters are presented,
proxies will be voted in accordance with  the discretion of the holders of  such
proxies.

SOLICITATION OF PROXIES

    In  addition  to the  use  of mails,  proxies  may be  solicited  by persons
regularly employed by  DIMAC, by  personal interview,  telephone and  telegraph.
Such persons will receive no additional compensation for such services, but will
be reimbursed for any out-of-pocket expenses incurred by them in connection with
such  services. Arrangements  may also be  made with brokerage  houses and other
custodians,  nominees  and  fiduciaries  for  the  forwarding  of   solicitation
materials  to the  beneficial owners  of shares  of DIMAC  Common Stock  held of
record by such  persons, and  DIMAC may  reimburse such  persons for  reasonable
out-of-pocket expenses incurred by them in connection therewith.

                                       17
<PAGE>
                                   THE MERGER

GENERAL

    The  terms  and  conditions  of  the Merger  are  set  forth  in  the Merger
Agreement, the text of which is  attached to this Proxy Statement/Prospectus  as
Appendix  A.  The  summary  of  the Merger  Agreement  contained  in  this Proxy
Statement/Prospectus does not  purport to be  complete and is  qualified in  its
entirety by reference to the complete text of such document.

    At  the time the  Merger becomes effective, the  Heritage Subsidiary will be
merged with and into DIMAC in accordance  with Delaware law. As a result of  the
Merger,  the separate corporate existence of  the Heritage Subsidiary (which was
formed solely  for  the purposes  of  the Merger  and  has not  engaged  in  any
operations or businesses) will cease, and DIMAC will continue its existence as a
separate subsidiary of Heritage.

   
    Upon the consummation of the Merger, each share of DIMAC Common Stock (other
than  the Unconverted Shares)  will be converted  into the right  to receive the
Merger Consideration;  provided, however,  the Heritage  Subsidiary may  at  its
option  pay up to $7.00 of the Merger Consideration in shares of Heritage Common
Stock. If  the Heritage  Subsidiary elects  to pay  up to  $7.00 of  the  Merger
Consideration  in  shares of  Heritage  Common Stock,  the  number of  shares of
Heritage Common Stock comprising the  stock portion of the Merger  Consideration
will  be equal to the quotient determined  by dividing the portion of the Merger
Consideration by the Heritage Trading Price (which is the average closing  price
of the Heritage Common Stock on the AMEX as published in The Wall Street Journal
for  the  ten  trading  days  ending on  and  including  the  third  trading day
preceding, but not including, the effective  date of the Merger). To the  extent
the  Heritage Subsidiary elects to pay a  portion of the Merger Consideration in
shares of  Heritage  Common Stock,  any  fractional shares  resulting  from  the
conversion  of shares of DIMAC  Common Stock will entitle  the holder to receive
cash. See "The  Merger --  No Fractional Shares."  Heritage intends  to issue  a
press  release prior to the Special Meeting to announce what portion, if any, of
the Merger Consideration will  be paid in Heritage  Common Stock. The shares  of
capital  stock of Heritage outstanding immediately  prior to the Merger will not
be affected as a result of the Merger.
    

BACKGROUND OF THE MERGER

    DIMAC is the  largest full service  direct marketing company  in the  United
States.  Prior to  being approached by  Heritage in connection  with the Merger,
DIMAC had concentrated  on expanding  its business both  internally and  through
acquisitions.  DIMAC built a broad client  base and increased market penetration
by cross-selling  services, creating  new products  and utilizing  its  business
development  group to add new clients. Through acquisitions, DIMAC added clients
in new industries and  expanded to provide new  services such as television  and
video  creative services, media buying and telemarketing. This strategy resulted
in an increase  in the price  of DIMAC Common  Stock from $10.00  on August  10,
1994, the date of completion of DIMAC's initial public offering, to $19.00 as of
September  14, 1995,  the day before  DIMAC became aware  of Heritage's possible
interest in pursuing the  proposed Merger. Recently,  DIMAC completed two  major
strategic  acquisitions: the acquisition  of substantially all  of the assets of
Palm Coast Data,  Ltd. ("Palm Coast")  on May  1, 1995, and  the acquisition  of
substantially  all of the assets  of T.R. McClure and  Company, Inc. and related
companies ("McClure") on October 2, 1995.  The combined purchase price of  these
acquisitions  had exhausted the  funds available for  acquisitions under DIMAC's
existing loan agreement  (the "Loan Agreement")  with National Westminster  Bank
Plc, as agent, and the banks signatory thereto.

    To  address its need for more  acquisition financing, in August, 1995, DIMAC
commenced discussions with its lenders to  increase and amend its bank  facility
in  a  manner  that would  enable  it  to continue  to  aggressively  pursue its
acquisition strategy. At  the same time,  DIMAC discussed the  possibility of  a
public  offering of DIMAC  Common Stock with  several potential underwriters. By
early September, 1995,  DIMAC had  reached an  agreement in  principle with  its
banks  to increase its acquisition line of credit  and to amend the terms of its
bank facility, subject to the successful

                                       18
<PAGE>
completion of its proposed public offering  of 2,000,000 shares of DIMAC  Common
Stock  and  had  engaged  CS  First  Boston  and  Donaldson,  Lufkin  & Jenrette
Securities Corporation ("DLJ") as underwriters in connection with such offering.

    On September 15, 1995, representatives of DLJ approached a director of DIMAC
who is also a partner in McCown De Leeuw & Co., an investment partnership  which
indirectly  controls approximately 24.8% of  the outstanding DIMAC Common Stock,
and indicated  that Heritage  would be  interested in  discussing a  transaction
whereby  Heritage would  acquire all of  the outstanding DIMAC  Common Stock for
cash consideration of between  $22.00 and $24.00 per  share. The DIMAC Board  of
Directors was informed of this indication of interest at its regularly scheduled
quarterly  meeting  on  September  19, 1995.  After  discussing  the  matter and
consulting with its legal advisors, the DIMAC Board of Directors concluded  that
the  consideration discussed  was inadequate  and not  in the  best interests of
DIMAC's stockholders.  The  DIMAC  Board  of  Directors  then  communicated  its
response to the proposal to DLJ.

    After  being informed  of the DIMAC  Board of  Directors' position, Heritage
stated that for  it to  consider a  possible transaction  at a  higher price  it
required  access  to certain  projections and  other information  concerning the
business of  DIMAC. In  light of  this request,  representatives of  DIMAC  were
authorized  by  the  DIMAC Board  of  Directors to  negotiate  a confidentiality
agreement (the  "Confidentiality Agreement")  with Heritage  which, among  other
things,  contained standstill provisions prohibiting  Heritage or its affiliates
or representatives from acquiring any DIMAC Common Stock. On September 20, 1995,
DIMAC and Heritage entered into the Confidentiality Agreement and DIMAC began to
provide the requested information  concerning its business  to Heritage. In  the
interim,  DIMAC continued to  (i) prepare its proposed  public offering and (ii)
finalize negotiations with its banks to restructure its existing Loan  Agreement
in  light  of  its  proposed public  offering,  thereby  increasing  the amounts
available for acquisitions.

    During  the  period  from  September  20,  1995  through  October  2,  1995,
representatives of Heritage and DLJ met with the management of DIMAC and visited
DIMAC's  facilities.  In addition,  the parties  and  their legal  and financial
advisors had numerous discussions to discuss  the structure and the timing of  a
potential transaction.

    On  September 25, 1995,  an informal conference call  among the directors of
DIMAC was convened, during which call the directors were updated on the  current
status of the discussions between the parties. On October 2, 1995, Heritage made
an  offer to DIMAC  of $25.75 per  share. After consulting  its directors, DIMAC
rejected this offer  as inadequate  on October 3,  1995, and  Heritage told  its
Board  of Directors that the transaction had been terminated. Upon the rejection
of this revised offer, David N. Walthall, President of Heritage, telephoned  Mr.
McSweeney  to indicate his disappointment that no agreement could be reached. On
October 4, 1995,  an officer  of Heritage telephoned  Mr. Beffa  to express  his
disappointment  that  no  agreement could  be  reached.  In the  course  of this
conversation, Mr. Beffa indicated that although  he did not speak for the  Board
of  Directors or management, he believed that an increased offer might have been
acceptable  to   DIMAC   under  certain   conditions.   On  October   5,   1995,
representatives  of  DIMAC  indicated  to  Heritage  that  DIMAC  would consider
favorably an offer of  $28.00 per share,  provided that the  other terms of  the
offer were satisfactory to the DIMAC Board of Directors.

    On  October 10,  1995, Heritage agreed  to offer $28.00  per share; provided
that Heritage, at its sole  option, would have the right  to pay up to $7.00  of
the  Merger Consideration in Heritage Common Stock. Heritage's offer was subject
to the  execution  of definitive  documentation  and certain  other  conditions,
including  an agreement by McCown De Leeuw & Co. and Mr. McSweeney to vote their
shares in favor of the transaction and the execution of employment agreements by
Mr. McSweeney and certain other members  of the senior management of DIMAC.  The
DIMAC  Board of Directors  viewed this offer  as a sufficient  basis on which to
commence negotiations concerning the terms of a merger agreement and to halt the
filing of  the registration  statement  in respect  of DIMAC's  proposed  public
offering.

                                       19
<PAGE>
    During  the period from October  10 to October 17,  1995, Heritage and DIMAC
representatives met to discuss the structure of the transaction. On October  18,
1995, after individual discussions with members of its Board of Directors, DIMAC
informed  Heritage that  it would agree  to a  one-step merger (as  opposed to a
tender offer  followed  by a  merger),  as  requested by  Heritage,  subject  to
Heritage's  agreement to limit the termination fee which it had requested and to
make certain other  concessions regarding  the covenants and  conditions in  the
Merger Agreement.

    On October 19, 1995, a telephonic meeting of the Board of Directors of DIMAC
was  held. All  directors were  present. At  this meeting,  senior management of
DIMAC reviewed the current  status of the proposed  merger negotiations and  all
other  relevant events  and developments as  of that  date. At the  close of the
discussion concerning the  terms of  the Merger  Agreement, the  DIMAC Board  of
Directors  authorized its advisors  to agree on DIMAC's  behalf to a termination
fee not  to exceed  $4.0  million. Negotiations  continued between  DIMAC's  and
Heritage's advisors, with DIMAC proposing a $2.0 million termination fee. On the
evening  of October 20,  1995, negotiations between the  parties broke down with
respect to certain unsolved  issues, including Heritage's  insistence on a  $7.5
million termination fee.

    On  the  morning  of  October  22,  1995,  the  parties'  financial advisors
discussed the level of the termination fee by telephone. Later that morning  Mr.
McSweeney  and Mr. Walthall discussed the  level of the termination fee directly
and agreed on  a termination  fee of $4.0  million. In  addition, Mr.  McSweeney
agreed, subject to the approval of the DIMAC Board of Directors that DIMAC would
amend  the  Confidentiality  Agreement  to allow  Heritage,  its  affiliates and
representatives to  purchase  up  to an  aggregate  of  10% of  the  issued  and
outstanding shares of DIMAC Common Stock.

    On  the evening  of October 22,  1995, the  DIMAC Board of  Directors met to
discuss the  proposed transaction.  Members of  DIMAC's management  updated  the
DIMAC  Board of  Directors on  the events  of earlier  that day,  indicating the
resolutions of  the issues.  The DIMAC  Board  of Directors  then engaged  in  a
lengthy discussion of the terms of the proposed transaction and its benefits and
costs to the DIMAC stockholders. After listening to an oral presentation from CS
First  Boston  and  reviewing,  analyzing and  discussing  the  written fairness
opinion of CS First Boston, and after receiving word that the Heritage Board  of
Directors  had formally  voted to  extend an  offer of  the Merger  on the terms
previously negotiated between the  parties, the DIMAC  Board of Directors  voted
unanimously   to  approve  the  Merger  Agreement   and  the  amendment  to  the
Confidentiality Agreement and  to recommend the  approval of the  Merger to  the
DIMAC  stockholders. On October 23, 1995, the chief executive officers of DIMAC,
Heritage and  the Heritage  Subsidiary  executed the  Merger Agreement  and  the
amendment to the Confidentiality Agreement.

REASONS FOR THE MERGER AND RECOMMENDATION OF THE DIMAC BOARD OF DIRECTORS

   
    The  DIMAC Board of  Directors has determined  that the terms  of the Merger
Agreement, which were established through arm's-length bargaining with Heritage,
and the  transactions  contemplated  thereby,  are fair  to,  and  in  the  best
interests of, DIMAC and its stockholders (other than Heritage). Accordingly, the
DIMAC  Board  of Directors  has unanimously  approved  the Merger  Agreement and
unanimously recommends  that  the  DIMAC  stockholders  vote  for  approval  and
adoption of the Merger Agreement and the approval of the terms of the Merger. In
reaching  its determination, the DIMAC Board of Directors consulted with DIMAC's
management, as well  as its  legal and  financial advisors,  and considered  and
weighed the following reasons and factors:
    

        (i)  An  assessment  of DIMAC's  strategic  alternatives,  which include
    remaining a publicly owned  independent company. In  this regard, the  DIMAC
    Board  of Directors  concluded, following extensive  analysis and discussion
    with its legal  and financial  advisors and  among the  directors, that  the
    terms  of the Merger Agreement  provide the best means  for holders of DIMAC
    Common Stock to maximize the value of their holdings;

                                       20
<PAGE>
        (ii) The belief that the Merger will result in a strong combined  entity
    with   (a)   complementary  businesses,   corporate  goals   and  management
    philosophies and (b) the financial resources necessary to compete and pursue
    growth opportunities  in the  direct marketing  services industry  which  is
    consolidating as a result of increasing client demand for more sophisticated
    and integrated marketing services;

        (iii)  Information relating to the  financial performance, prospects and
    business operations  of  each  of  DIMAC  and  Heritage  (which  information
    included  the  historical financial  information  contained in  the periodic
    public reports of DIMAC and Heritage and the descriptions of their lines  of
    business  contained  in  such  reports), all  of  which  provided background
    information and  support for  the belief  of the  DIMAC Board  of  Directors
    described in (ii) above;

        (iv) The terms and conditions of the Merger Agreement, including:

           (a)  the provision requiring  that the determination  of the Heritage
       Trading Price occur three business  days before the Effective Time  which
       provides  reasonable assurance to  the stockholders that  the value to be
       received by holders  of DIMAC  Common Stock will  approximate $28.00  per
       share; and

           (b)  the right of DIMAC to negotiate and provide information to third
       parties and terminate the Merger Agreement in the event of an unsolicited
       Acquisition Proposal, if such action is  required in the exercise of  the
       fiduciary  duties of the DIMAC Board of Directors. If such fiduciary duty
       termination provision  is  exercised, DIMAC  would  be obligated  to  pay
       Heritage  up  to  $1  million  of documented  fees  and  $4  million upon
       completion of an  alternative transaction. The  DIMAC Board of  Directors
       did not view these obligations as unreasonably precluding any third party
       from  proposing an  alternative transaction  and concluded  that entering
       into the Merger Agreement was in  the best interests of DIMAC, given  the
       available strategic alternatives;

        (v)  The presentation of DIMAC's financial advisor, CS First Boston, and
    its written opinion to the  effect that, as of  October 22, 1995, and  based
    upon  the assumptions made,  matters considered and limits  of review as set
    forth in such opinion,  the consideration to be  received by the holders  of
    shares  of DIMAC Common  Stock (other than Heritage)  pursuant to the Merger
    Agreement is fair  to such holders  from a  financial point of  view; for  a
    summary  of  CS First  Boston's written  opinion, including  the assumptions
    made, matters considered and limits of review, see "The Merger -- Opinion of
    Financial Advisors";

        (vi) The trading  price of the  DIMAC Common Stock  since completion  of
    DIMAC's initial public offering and that the Merger Consideration represents
    a  premium of approximately 47%  over the closing sales  price of $19.00 for
    the DIMAC Common Stock on AMEX on  September 14, 1995, the day before  DIMAC
    became  aware  of  Heritage's  possible interest  in  pursuing  the proposed
    Merger, and a premium of  180% over the offering  price of the DIMAC  Common
    Stock  in DIMAC's initial  public offering, which  offering was completed on
    August 10, 1994; and

        (vii)  The   prices  paid   in  other   recent  comparable   acquisition
    transactions.

   
    The  DIMAC Board of  Directors believes that each  of these factors supports
its recommendation  that the  DIMAC stockholders  approve and  adopt the  Merger
Agreement and approve the terms of the Merger.
    

    In  connection  with  its  deliberations  at its  October  19  and  22, 1995
meetings, the DIMAC Board of Directors was aware of the potential benefits to be
received in the  Merger by  Mr. McSweeney and  other members  of DIMAC's  senior
management,  as described under  "The Merger -- Interests  of Certain Persons in
the Merger"  other  than the  incentive  plan  described under  "The  Merger  --
Interest  of Certain Persons in the Merger  -- Option Pool" which incentive plan
was agreed to by Heritage and certain executive officers of DIMAC subsequent  to
the execution of the Merger Agreement.

                                       21
<PAGE>
    The  DIMAC Board of Directors believes that DIMAC and the DIMAC stockholders
will receive reasonable protection  from a change  in circumstances relating  to
Heritage  between the date  of the Proxy  Statement/Prospectus and the Effective
Time through (a) the determination of the Heritage Trading Price three  business
days  before the Effective Time and (b) the inclusion in the Merger Agreement of
a condition to the closing of the Merger to the effect that since June 30, 1995,
no event shall have occurred which would  have a material adverse effect on  the
business,   operations,  assets  or  financial  condition  of  Heritage  or  its
subsidiaries, taken as a whole.

    In view of  the wide variety  of factors considered  in connection with  its
evaluation  of  the  Merger,  the  DIMAC Board  of  Directors  did  not  find it
practicable to, and did  not, quantify or otherwise  attempt to assign  relative
weights  to the specific  factors considered in  reaching its determination that
the terms of the  Merger Agreement are  fair to, and in  the best interests  of,
DIMAC and its stockholders.

    THE  DIMAC BOARD OF DIRECTORS UNANIMOUSLY RECOMMENDS THAT DIMAC STOCKHOLDERS
VOTE TO APPROVE AND ADOPT THE MERGER AGREEMENT AND THE TRANSACTIONS CONTEMPLATED
THEREBY.

OPINION OF FINANCIAL ADVISOR

    CS First Boston has acted as  financial advisor to DIMAC in connection  with
the  Merger and has assisted the DIMAC  Board of Directors in its examination of
the fairness, from a financial point of view, of the Merger Consideration to  be
received by the DIMAC stockholders (other than Heritage).

    On  October 22, 1995, CS  First Boston delivered its  written opinion to the
DIMAC Board of Directors to the effect that, as of such date and based upon  and
subject  to certain matters stated therein,  the consideration to be received by
the stockholders of DIMAC (other  than Heritage) in the  Merger is fair to  such
stockholders  from a financial point of view. The full text of CS First Boston's
written opinion dated October 22, 1995,  which sets forth the assumptions  made,
matters  considered and  limitations on  the review  undertaken, is  attached as
Appendix B to  this Proxy Statement/  Prospectus and is  incorporated herein  by
reference.  Holders  of  DIMAC  Common  Stock are  urged  to  read  this opinion
carefully in its entirety.  CS First Boston's opinion  is directed to the  DIMAC
Board  of Directors and the fairness of  the consideration to be received by the
stockholders of DIMAC (other than Heritage) in the Merger from a financial point
of view does not address any other aspect of the Merger and does not  constitute
a  recommendation to any stockholder  as to how such  stockholder should vote at
the Special Meeting. The summary of the opinion of CS First Boston set forth  in
this Proxy Statement/Prospectus is qualified in its entirety by reference to the
full text of such opinion.

    In  connection with  its opinion,  CS First  Boston (i)  reviewed the Merger
Agreement and  certain publicly  available  business and  financial  information
relating  to  DIMAC  and  Heritage;  (ii)  reviewed  certain  other  information
including financial forecasts provided by DIMAC; (iii) met with the  managements
of  DIMAC  and Heritage  to  discuss the  business  and prospects  of  DIMAC and
Heritage; (iv) considered certain financial and  stock market data of DIMAC  and
Heritage  and  compared such  data  with similar  data  for other  publicly held
companies in businesses similar to those  of DIMAC and Heritage; (v)  considered
the  financial terms of  certain other similar  transactions which have recently
been effected; and  (vi) considered such  other information, financial  studies,
analyses and investigations and financial, economic and market criteria which CS
First Boston deemed relevant.

    In connection with its review, CS First Boston did not assume responsibility
for  independent verification of any of the information provided to or otherwise
reviewed by CS First Boston and relied  upon its being complete and accurate  in
all respects. With respect to the financial forecasts reviewed and discussed, CS
First  Boston  assumed that  such forecasts  were  reasonably prepared  on bases
reflecting  the  best  currently  available  estimates  and  judgments  of   the
respective  managements  of  DIMAC  and  Heritage  as  to  the  future financial
performance of DIMAC and Heritage. In addition, CS First Boston did not make  an
independent  evaluation or appraisal of the assets or liabilities (contingent or
otherwise) of DIMAC or Heritage, nor was CS First Boston furnished with any such
evaluations or appraisals.  CS First  Boston's opinion is  necessarily based  on
financial, economic, market and

                                       22
<PAGE>
other  conditions as  they existed  and could  be evaluated  on the  date of its
opinion. CS  First Boston  expressed no  opinion as  to what  the value  of  the
Heritage   Common  Stock  actually  will  be  when  and  if  issued  to  DIMAC's
stockholders pursuant to the Merger or the prices at which such Heritage  Common
Stock will trade subsequent to the Merger. CS First Boston was not requested to,
and did not, solicit third party indications of interest in acquiring all or any
part of DIMAC.

    In  preparing its opinion for the DIMAC  Board of Directors, CS First Boston
performed a  variety of  financial  and comparative  analyses and  considered  a
variety  of  factors,  including  those described  below.  The  summary  of such
analyses does  not  purport  to  be  a  complete  description  of  the  analyses
underlying CS First Boston's opinion. The preparation of a fairness opinion is a
complex  analytic  process  involving  various  determinations  as  to  the most
appropriate and relevant methods  of financial analyses  and the application  of
those  methods to the particular circumstances,  and, therefore, such an opinion
is not readily susceptible to summary description.

    In arriving at its opinion, CS First Boston did not attribute any particular
weight to any analysis or factor  considered by it, but rather made  qualitative
judgments  as to  the significance  and relevance  of each  analysis and factor.
Accordingly, CS First Boston believes that its analyses must be considered as  a
whole  and that selecting  portions of its  analyses or portions  of the factors
considered by it, without considering all  analyses and factors, could create  a
misleading  or incomplete view of the processes underlying such analyses and its
opinion. In its analyses, CS First Boston made numerous assumptions with respect
to  DIMAC,  Heritage,  industry   performance,  general  business,   regulatory,
economic,  market and financial conditions and  other matters, many of which are
beyond the control of  DIMAC and Heritage. No  company, transaction or  business
used  in such analyses  as a comparison  is identical to  DIMAC, Heritage or the
Merger,  nor  is  an  evaluation  of  the  results  of  such  analyses  entirely
mathematical;   rather,  it   involves  complex   considerations  and  judgments
concerning financial and operating characteristics and other factors that  could
affect  the  acquisition,  public  trading or  other  values  of  the companies,
business segments or  transactions being  analyzed. The  estimates contained  in
such  analyses  and  the  ranges of  valuations  resulting  from  any particular
analysis are not necessarily indicative of actual values or predictive of future
results or values, which may be significantly more or less favorable than  those
suggested  by  such analyses.  In addition,  analyses relating  to the  value of
businesses or  securities do  not purport  to be  appraisals or  to reflect  the
prices  at which  businesses or  securities actually  may be  sold. Accordingly,
because such estimates are inherently  subject to substantial uncertainty,  none
of  DIMAC, Heritage, CS First Boston  or any other person assumes responsibility
for their accuracy.

    The following is a  summary of the material  analyses performed by CS  First
Boston.

    COMPARABLE  COMPANY ANALYSIS.  CS First Boston reviewed and compared certain
actual and forecasted financial, operating and stock market information of DIMAC
to  selected  publicly  traded   direct  marketing  and  advertising   companies
considered  by  CS First  Boston  to be  reasonably  comparable to  DIMAC. These
companies included Acxiom Corporation, ADVO Inc., American Business  Information
Inc.,  Catalina Marketing  Corporation, DiMark  Inc., Harte-Hanks Communications
Inc., and Heritage (the  "Comparable Companies"). CS  First Boston calculated  a
range  of market multiples  for the Comparable Companies  by dividing the market
capitalization (total common shares outstanding plus "in the money"  exercisable
options  multiplied by the  closing market price  per share on  October 18, 1995
plus latest  reported  total  debt,  capitalized  leases,  preferred  stock  and
minority  interest, minus  cash and  cash equivalents  and option  proceeds, the
"Market Capitalization") of each of  the Comparable Companies by such  company's
sales, earnings before interest, taxes, depreciation and amortization ("EBITDA")
and  earnings before interest and taxes ("EBIT") for the latest four quarters as
reported in publicly available information and the 1995 and 1996 fiscal years on
the basis  of estimates  of  selected investment  banking firms.  This  analysis
indicated  that the median fiscal  1995 multiples of sales,  EBITDA and EBIT for
the Comparable  Companies were  1.9x,  9.5x and  12.4x, respectively.  CS  First
Boston  derived the appropriate  valuation range for  DIMAC by comparing DIMAC's
businesses and performance  to those of  the Comparable Companies  (specifically
considering  operating performance, services  rendered and technology utilized).
CS First Boston determined that

                                       23
<PAGE>
the relevant ranges of multiples derived from the Comparable Companies were: (i)
sales: 1.0x - 1.5x; (ii) EBITDA: 8.0x - 10.0x; and (iii) EBIT: 10.0x - 12.5x. CS
First Boston  then calculated  imputed  valuation ranges  of DIMAC  by  applying
forecasted  results for DIMAC for fiscal year 1995 to the multiples derived from
its analysis of the Comparable Companies (multiples of net income and book value
were not deemed relevant in a valuation  of DIMAC). This analysis resulted in  a
reference  range of values for  DIMAC of $205.0 million  to $260.0 million. This
reference range  of  values  was  then adjusted  for  non-operating  assets  and
liabilities  including (i) total debt of $70.3 million as of June 30, 1995; (ii)
cash and  cash equivalents  of  $0.2 million  as of  June  30, 1995;  and  (iii)
proceeds of $5.0 million from the assumed exercise of the options outstanding as
of  June 30, 1995 (collectively the  "Corporate Adjustments") to yield an equity
reference range of  values which  was then  divided by  6,947,905 fully  diluted
shares of DIMAC Common Stock (including 456,500 shares issuable upon exercise of
options)  outstanding as of June  30, 1995 to yield  a valuation reference range
for DIMAC of $20.15 to $28.07 per share.

   
    COMPARABLE TRANSACTION  ANALYSIS.   CS First  Boston analyzed  the  purchase
prices  and  multiples  paid  or  proposed to  be  paid  in  selected  merger or
acquisition transactions using publicly available information in the direct mail
and advertising industries which occurred between 1987 and 1995 including: Moore
Corporation Limited/Wallace Computer  Services Inc.; DIMAC/Palm  Coast Data;  an
Investor  Group which included  DLJ Merchant Banking  Partners/Katz Media Group;
DIMAC/The Direct Marketing  Group, Inc.;  McCown De Leeuw  & Co./DIMAC;  Neodata
Corp./Wiland   Services;  Heritage/ACTMEDIA   Inc.;  and   Donnelly  Acquisition
Corp./Metromail, Inc. (the "Comparable Transactions"). CS First Boston  selected
these  acquisitions based  on the comparability  of businesses  conducted by the
acquired company  to that  of DIMAC.  CS First  Boston calculated  the  adjusted
purchase  price (purchase price plus total assumed  debt less assumed cash) as a
multiple of  sales,  EBITDA and  EBIT  of each  acquired  company for  the  four
quarters  immediately  preceding the  announcement  of the  acquisition  of such
company. CS  First  Boston determined  that  the relevant  ranges  of  multiples
derived  from the  Comparable Transactions  were: (i)  sales: 1.2x  - 1.6x; (ii)
EBITDA: 10.0x -  12.0x; and  (iii) EBIT:  10.0x -  15.5x. CS  First Boston  then
calculated  imputed valuation ranges of DIMAC by applying historical results for
the four quarters immediately preceding  the announcement of the transaction  to
the   multiples  derived  from  its  analysis  of  the  Comparable  Transactions
(multiples of net income and book value were not deemed relevant in a  valuation
of  DIMAC). Using such information, CS First Boston derived a reference range of
values for DIMAC of  $190.0 million to $260.0  million. This reference range  of
values  was  then adjusted  for the  Corporate Adjustments  and then  divided by
6,947,905 fully diluted shares of  DIMAC Common Stock (including 456,500  shares
issuable  upon exercise of options)  outstanding as of June  30, 1995 to yield a
valuation reference range for DIMAC of $17.99 to $28.07 per share.
    

    DISCOUNTED CASH FLOW ANALYSIS.  CS First Boston performed a discounted  cash
flow  analysis of the projected cash flow  of DIMAC for the periods 1995 through
2005 based in part upon  certain operating and financial assumptions,  forecasts
and  other information provided by the  management of DIMAC. Using the financial
information set forth by  management, CS First  Boston calculated the  estimated
free  cash  flow based  on forecasted  unleveraged  net income  (earnings before
interest and after taxes)  adjusted for: (i)  certain forecasted non-cash  terms
(i.e., depreciation and amortization); (ii) forecasted capital expenditures; and
(iii)  forecasted non-cash working capital  investment. CS First Boston analyzed
the financial information provided  by management and  discounted the stream  of
free cash flows provided in such forecast back to January 1, 1996 using discount
rates  ranging from 11.5% to  12.5%. To estimate the  residual value of DIMAC at
the end of the forecast, CS First Boston applied a range of terminal multipliers
of 7.0x to 8.0x to  the forecasted fiscal year  2005 EBITDA and discounted  such
value  estimates back to January 1, 1996 using discount rates ranging from 11.5%
to 12.5%. The range of discount rates was selected based on a variety of factors
including analysis of the estimated cost  of capital and capital structures  for
companies  operating in businesses similar to  that in which DIMAC operates, and
the range of terminal year multiples was selected based on the trading multiples
for such companies. CS First Boston then  summed the present values of the  free
cash  flows and the present  values of the residual  value to derive a reference
range of values for DIMAC of approximately

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<PAGE>
$232.0 million  to $269.0  million.  This reference  range  of values  was  then
adjusted  for  the Corporate  Adjustments and  then  divided by  6,947,905 fully
diluted shares of  DIMAC Common  Stock (including 456,500  shares issuable  upon
exercise  of  options) outstanding  as of  June  30, 1995  to yield  a valuation
reference range for DIMAC of $24.03 to $29.36 per share.

    OTHER FACTORS AND  ANALYSES.   In the course  of preparing  its opinion,  CS
First  Boston  performed  certain  other  analyses  and  reviewed  certain other
matters, including, among other things, (i) trading characteristics of DIMAC and
Heritage, (ii) financing  considerations relating  to the Merger  and (iii)  pro
forma capitalization of the combined company.

   
    CS  First Boston is  a nationally recognized investment  banking firm and as
part of its investment banking business, CS First Boston is regularly engaged in
the valuation of businesses and their securities in connection with mergers  and
acquisitions,  negotiated underwritings,  secondary distributions  of listed and
unlisted securities, private placements and valuation for estate, corporate  and
other  purposes. DIMAC selected CS First Boston as its financial advisor because
of CS First  Boston's experience and  expertise in transactions  similar to  the
Merger  and because  of its familiarity  with DIMAC's business.  CS First Boston
previously had served as the lead underwriter of DIMAC's initial public offering
in August 1994 and, at the time at which the Merger was proposed, was acting  as
lead  underwriter for a  proposed public offering of  additional shares of DIMAC
Common Stock.
    

    For its services in connection with the Merger, CS First Boston will receive
an aggregate fee comprised of (i) an initial advisory fee of $150,000 plus  (ii)
a  transaction fee of $1,350,000, of which $600,000 became payable upon delivery
of CS First Boston's opinion of October 22, 1995 and the balance becomes payable
upon consummation of  the Merger. DIMAC  also has agreed  to reimburse CS  First
Boston  for its out-of-pocket expenses, including the fees and expenses of legal
counsel and other advisors, and to indemnify CS First Boston and certain related
persons or entities against certain liabilities, including liabilities under the
federal securities laws, relating  to or arising out  of its engagement. In  the
ordinary course of its business, CS First Boston and its affiliates may actively
trade  the debt and equity  securities of both DIMAC  and Heritage for their own
account and for the accounts of customers and, accordingly, may at any time hold
a long  or short  position in  such securities.  CS First  Boston has  performed
certain  investment banking services for DIMAC and  for Heritage in the past and
received customary fees for such services.

INTERESTS OF CERTAIN PERSONS IN THE MERGER

    In considering  the recommendations  of DIMAC's  Board of  Directors,  DIMAC
stockholders should be aware that certain members of management and of the DIMAC
Board  of Directors have interests  in the Merger beyond  the interests of DIMAC
stockholders generally which may create potential conflicts of interest.

    EMPLOYMENT AGREEMENTS.   Simultaneously with the  execution and delivery  of
the  Merger Agreement, each of Messrs. McSweeney, Beffa, Middeke, Myers and Kerr
entered into three-year Retention and Non-Competition Agreements with DIMAC  and
Heritage.

    Pursuant  to the McSweeney  Retention Agreement and  in consideration of Mr.
McSweeney's willingness to continue his  employment with DIMAC through  December
31,  1998, DIMAC and Heritage have agreed that the Merger will not result in any
diminution or adverse change in (i) Mr. McSweeney's duties and  responsibilities
to  DIMAC, (ii) his organizational position  or reporting relationships or (iii)
his base salary,  bonus or employee  benefits. Mr. McSweeney  will receive  such
benefits  until the  earliest to  occur of  (i) DIMAC  terminating the McSweeney
Retention Agreement for "cause", (ii) Mr. McSweeney's death or total disability,
(iii) the date Mr. McSweeney terminates such agreement for any reason other than
a breach of such  agreement by DIMAC  or (iv) December  31, 1998. The  McSweeney
Retention  Agreement provides  that as  of July  1, 1997  Mr. McSweeney  will be
entitled to  devote only  a  portion of  his business  time  to DIMAC  and  will
relinquish  his title and responsibilities as  chief executive officer of DIMAC.
For purposes  of  the McSweeney  Retention  Agreement, "cause"  shall  mean  (i)
conviction   of  a  felony;  (ii)  willful   and  continued  refusal  to  follow

                                       25
<PAGE>
reasonable instructions of the  DIMAC Board of Directors  which are material  to
the  operations or prospects of DIMAC after notice of and an opportunity to cure
the deficiency; (iii) failure by Mr. McSweeney, prior to July 1, 1997 to  devote
substantially all of his time during business hours to DIMAC after notice of and
opportunity to cure the deficiency; or (iv) failure by Mr. McSweeney, after July
1,  1997 to devote less than the scheduled  amount of his time (not to exceed 10
days per  month) to  DIMAC,  after notice  of and  an  opportunity to  cure  the
deficiency.  In  further  consideration  of  the  benefits  received  under  the
McSweeney Retention Agreement, Mr. McSweeney has agreed that, without the  prior
written  approval  of the  DIMAC Board  of  Directors, he  will not  directly or
indirectly, in any  capacity participate  in, engage in,  own or  invest in  any
business  which is engaged in providing  direct marketing services in the United
States for a  period ending  two years after  the termination  of the  McSweeney
Retention Agreement.

    Pursuant  to  the  terms  of  the  Executive  Retention  Agreements  and  in
consideration of the willingness  of each of Messrs.  Beffa, Middeke, Myers  and
Kerr  to continue his employment with DIMAC through December 31, 1998, DIMAC and
Heritage have  agreed that  the Merger  will  not result  in any  diminution  or
adverse change on (i) such Executives' respective duties and responsibilities to
DIMAC,  (ii) such  Executives' respective  organizational position  or reporting
relationships or  (iii)  such  Executives'  respective  base  salary,  bonus  or
employee  benefits; it being  understood that, during the  term of the Executive
Retention Agreements,  DIMAC  will  increase such  Executive's  base  salary  on
January  1  of each  year by  an amount  equal to  such Executive's  base salary
multiplied by the percentage increase in the cost of living index over the  past
twelve  months. Each of Messrs. Beffa, Middeke,  Myers and Kerr will continue to
receive benefits under their respective Executive Retention Agreement until  the
earliest to occur of (i) the termination of such agreement by DIMAC for "cause",
(ii)  the date  on which such  agreement is  terminated by DIMAC  other than for
"cause" and DIMAC pays such Executive  24 months base salary and  medical/health
benefits, fully vests such Executive's stock options and releases such Executive
from  the non-solicitation  provisions of  such Executive's  Executive Retention
Agreement, (iii)  the death  or total  disability of  such Executive,  (iv)  the
termination of such agreement by such Executive for any reason other than breach
by  DIMAC, or (v)  December 31, 1998  (subject to automatic  one year extensions
unless notice to the  contrary is provided  at least one  year in advance).  For
purposes   of  the  Executive  Retention  Agreements,  "cause"  shall  mean  (i)
conviction of a felony, (ii) willful  and continued refusal by any Executive  to
follow  reasonable  instructions  of  the DIMAC  Board  of  Directors  which are
material to  the  operations  or prospects  of  DIMAC  after notice  of  and  an
opportunity to cure the deficiency, or (iii) failure by such Executive to devote
less  than substantially all  of his time  during business hours  to DIMAC after
notice of and opportunity to cure the deficiency.

    In addition to such benefits, under the Executive Retention Agreements, each
Executive will also be entitled to receive from Heritage on the effective Date a
number of Additional Options, granted under terms identical to those of  options
granted  to other optionees of  Heritage, equal to the  quotient of 200% of such
Executive's base  salary  divided by  the  Heritage Trading  Price.  Assuming  a
Heritage Trading Price of $26.75 (the closing price of the Heritage Common Stock
in  the AMEX  for November 17,  1995, as  reported in The  Wall Street Journal),
Messrs. Beffa, Middeke, Myers  and Kerr will be  granted 14,953, 11,962,  13,084
and  10,766 options to  purchase shares of  Heritage Common Stock, respectively,
pursuant to the terms  of their respective  Executive Retention Agreements.  The
Additional Options will be exercisable at the Heritage Trading Price and will be
in  addition to any options to purchase shares of Heritage Common Stock received
as the result of the  conversion of any DIMAC  options to purchase DIMAC  Common
Stock  into options to purchase shares of  Heritage Common Stock pursuant to the
terms of  the  Merger  Agreement.  See  "--  DIMAC  Option  Plans".  In  further
consideration of the benefits received under the Executive Retention Agreements,
each  of Messrs.  Beffa, Middeke,  Myers and Kerr  has agreed  that, without the
prior written approval of the DIMAC Board of Directors, he will not directly  or
indirectly,  in any capacity,  participate in, engage  in, own or  invest in any
business which is engaged in providing  direct marketing services in the  United
States  other  than in  a  capacity which  does  not involve  soliciting DIMAC's
costumers or prospects or

                                       26
<PAGE>
soliciting or otherwise inducing  DIMAC's employees to  leave DIMAC's employ  or
misappropriating  confidential or proprietary information of DIMAC, for a period
ending two years after the  termination of such Executive's Executive  Retention
Agreement.

    DIMAC  OPTION  PLANS.    The  Merger  will  result  in  the  acceleration of
exercisability and vesting of stock options granted under the DIMAC Plan and the
Directors' Plan. If a holder of options  granted under the DIMAC Plan wishes  to
obtain  the Merger Consideration  in lieu of converting  such option pursuant to
the terms of the  Merger Agreement, such holder  must exercise such options  for
shares  of DIMAC Common  Stock pursuant to  their terms and  then surrender such
shares of  DIMAC  Common Stock  in  exchange  for the  Merger  Consideration  in
accordance  with  the terms  of  the Merger  Agreement.  Pursuant to  the Merger
Agreement, and to the  extent such options have  not been previously  exercised,
holders  of options under the DIMAC Plan will have each such option converted at
the Effective Time into an option  to purchase shares of Heritage Common  Stock,
exercisable for that number of shares of Heritage Common Stock which is equal to
the  number of shares of  DIMAC Common Stock for  which such option is currently
exercisable multiplied by the  Conversion Factor at an  exercise price equal  to
the  exercise price per  share of DIMAC  Common Stock applicable  to such option
divided by the Conversion Factor.

    Options granted  pursuant  to  the  Directors'  Plan  will  be  convertible,
pursuant  to the terms of the Merger  Agreement, into options to purchase shares
of Heritage Common Stock on the same basis as holders of options under the DIMAC
Plan, except that each holder of options under the Directors' Plan will have the
option to elect to receive cash, in an amount equal to the product of the  total
number  of  shares of  DIMAC Common  Stock  for which  such option  is currently
exercisable multiplied by the excess  of Merger Consideration over the  exercise
price  per share of the DIMAC Common Stock  which is subject to such option (the
"Converted Option Consideration"). In  the event that Heritage  elects to pay  a
portion  of the Merger Consideration in Heritage Common Stock, the same pro rata
portion of the Converted Option Consideration  will also be payable in  Heritage
Common Stock.

    Pursuant  to the foregoing treatment of awards  under the DIMAC Plan and the
Directors' Plan, and assuming a Heritage Trading Price of $26.75, Mr. McSweeney,
who has expressed an intention not to exercise his options under the DIMAC  Plan
prior  to  the Effective  Time,  would receive  162,242  immediately exercisable
options to purchase shares of Heritage Common Stock at an average exercise price
of $10.33. The other four senior officers of DIMAC would be entitled to  receive
cash,  or,  in  the  event  Heritage  elects to  pay  a  portion  of  the Merger
Consideration in  shares of  Heritage  Common Stock,  cash and  Heritage  Common
Stock,  with an aggregate  value of approximately  $5,096,000, assuming that all
such senior officers elected  to exercise all of  their options under the  DIMAC
Plan.  In the event such officers elect  to exercise none of their options under
the DIMAC Plan, then such officers would receive an aggregate of 190,504 options
to purchase shares  of Heritage  Common Stock at  an average  exercise price  of
$11.79.  Additionally,  pursuant to  the  Merger Agreement,  Messrs.  Ingram and
Galloway, outside directors of DIMAC, would be entitled to receive an  aggregate
of  7,850 immediately exercisable options to  purchase shares of Heritage Common
Stock at an average  exercise price of  $8.06 in exchange  for the options  each
currently  holds under the Directors' Plan. In the event that Messrs. Ingram and
Galloway elect to receive  cash for their options  granted under the  Directors'
Plan, pursuant to the terms of the Merger Agreement, Messrs. Ingram and Galloway
will  be entitled to receive cash or, in the event that Heritage elects to pay a
portion of the Merger Consideration in Heritage Common Stock, cash and shares of
Heritage Common Stock, with an aggregate value of approximately $210,000.

    VOTING AGREEMENTS.   On October  23, 1995, the  Heritage Subsidiary  entered
into  agreements with the MDC Entities and with Mr. McSweeney, pursuant to which
such DIMAC stockholders agreed to vote all of their shares of DIMAC Common Stock
in favor of the Merger at the Special Meeting and to refrain from asserting  any
appraisal  rights. These  agreements by such  stockholders to  vote their shares
will not  apply if  the DIMAC  Board of  Directors has  withdrawn or  materially
modified  or changed its  recommendation that the  stockholders of DIMAC approve
the Merger Agreement and the

                                       27
<PAGE>
Merger and as a result thereof the  Merger Agreement has been terminated. As  of
the  Record  Date,  the  MDC Entities  and  Mr.  McSweeney  owned, collectively,
2,112,881 shares of DIMAC Common Stock or approximately 32.6%, of the shares  of
DIMAC Common Stock outstanding.

    OPTION  POOL.  Subsequent to the execution of the Merger Agreement, Heritage
agreed to reserve  shares of  Heritage Common Stock  for grant  under its  stock
option  plan pursuant  to an  incentive plan  for certain  executive officers of
DIMAC. The options will be granted if DIMAC achieves certain specified levels of
EBITDA for the years ending December 31, 1996, 1997 and 1998. If DIMAC  achieves
the  targeted EBITDA level  in the applicable year,  Heritage will grant 200,000
options to  purchase  shares  of  Heritage Common  Stock  to  certain  executive
officers  of  DIMAC  selected by  the  DIMAC  chief executive  officer  with the
concurrence of  the Heritage  chief executive  officer but  excluding the  DIMAC
chief executive officer as an optionee. If DIMAC achieves less than 100%, but at
least  90% of  the targeted  EBITDA level,  Heritage will  reduce the  number of
options granted by a proportionate amount.  No options will be granted if  DIMAC
fails to achieve at least 90% of the targeted EBITDA level. If DIMAC exceeds the
targeted EBITDA level, Heritage will increase the number of options granted by a
proportionate  amount, such that if  DIMAC exceeds the targeted  level by 10% or
more, a  total of  400,000 options  will be  granted in  such fiscal  year.  The
options  will  be granted  when  the audited  financial  statement of  DIMAC are
available for the  applicable fiscal  year. The  options will  have an  exercise
price  equal to the closing price for Heritage Common Stock on the date of grant
and will vest over a two-year period.

    DIRECTOR AND  OFFICER INDEMNIFICATION  AND INSURANCE.   DIMAC  and  Heritage
agreed in the Merger Agreement to indemnify after the Effective Time DIMAC's and
any  of its current subsidiaries' current  and former officers and directors for
any losses, claims,  damages and other  liabilities and costs  suffered by  such
persons  as a  result of claims  made against  such persons because  they were a
stockholder, director, officer, employee or  agent of DIMAC or its  subsidiaries
or  serving at the  request of DIMAC or  any of its  subsidiaries as a director,
officer, employee or agent of another entity to the fullest extent permitted  by
applicable  law; provided,  however, that DIMAC  and Heritage will  have no such
indemnity  obligation  if  a  court   of  competent  jurisdiction  finally   and
non-appealably  determines that such indemnification is prohibited by applicable
law. In  addition,  the  Merger  Agreement  provides  that  (i)  all  rights  of
indemnification existing in favor of the officers and directors of DIMAC and its
subsidiaries  shall survive the  Merger, (ii) for six  years after the Effective
Time, DIMAC will maintain its  directors' and officers' liability insurance  for
the  benefit of its  directors and officers or  extend Heritages' directors' and
officers'  liability  insurance,  if  any,  to  cover  the  DIMAC  officers  and
directors,  provided,  that  the  coverage extended  thereby  shall  be  no less
advantageous to such officers  and directors than the  coverage afforded by  the
DIMAC  insurance  policies, and  (iii)  Heritage will  not  amend or  repeal any
provisions of the Certificate of Incorporation or Bylaws of DIMAC in any  manner
which  would  adversely  affect the  indemnification  or  exculpatory provisions
contained therein.

EFFECTIVE TIME AND CONSEQUENCES OF THE MERGER

    If approved by the requisite  vote of the stockholders  of DIMAC and if  all
other  conditions to the consummation of the Merger are satisfied or waived, the
Merger will  become effective,  unless  the Merger  Agreement is  terminated  as
provided therein, upon the making of certain filings with the Secretary of State
of  the  State of  Delaware  pursuant to  the  Delaware General  Corporation Law
("DGCL"). At the Effective Time, the Heritage Subsidiary will be merged with and
into DIMAC,  which will  be the  surviving corporation  in the  Merger, and  the
separate corporate existence and identity of the Heritage Subsidiary will cease.
The  corporate existence and  identity of DIMAC will  continue unaffected by the
Merger, although it will become a subsidiary of Heritage.

    It is currently  contemplated that  the Effective  Time of  the Merger  will
occur  as promptly as practicable after the  approval of the Merger by the DIMAC
stockholders at  the  Special  Meeting  of  DIMAC,  subject  to  the  conditions
described under "Conditions to Merger."

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<PAGE>
    Upon  completion of the Merger, each share of DIMAC Common Stock (other than
the Unconverted Shares) will be converted  into the right to receive the  Merger
Consideration;  provided, however, the Heritage  Subsidiary at its option (which
may be elected at any time prior to  the Effective Time) may pay up to $7.00  of
the  Merger Consideration  in shares of  Heritage Common Stock.  If the Heritage
Subsidiary elects to pay up  to $7.00 of the  Merger Consideration in shares  of
Heritage  Common Stock, the number of shares of Heritage Common Stock comprising
the stock portion  of the  Merger Consideration will  be equal  to the  quotient
determined  by dividing  the stock  portion of  the Merger  Consideration by the
Heritage Trading Price.

    The directors  of the  Heritage  Subsidiary will  be  the directors  of  the
surviving  corporation after the  Effective Time. The officers  of DIMAC will be
the officers of the surviving corporation after the Effective Time.

   
    In the event that the DIMAC  stockholders fail to approve the Merger,  DIMAC
will  seek  alternate  sources of  financing  and  will continue  to  pursue its
business  strategy,  including  its  policy  of  seeking  suitable   acquisition
candidates  that  will  provide  DIMAC  with access  to  new  markets  and offer
opportunities for DIMAC to broaden the range of services it offers.
    

EXCHANGE OF CERTIFICATES REPRESENTING DIMAC SHARES

    Instructions with  regard  to the  surrender  of DIMAC  stock  certificates,
together  with a  letter of  transmittal to  be used  for this  purpose, will be
mailed to the DIMAC stockholders as promptly as practicable after the  Effective
Time.  In order to  receive the Merger Consideration,  the stockholders of DIMAC
will be required to surrender their stock certificates after the Effective Time,
together with  a  duly completed  and  executed  letter of  transmittal,  to  an
exchange  agent (the "Exchange Agent") selected  by Heritage. Promptly after the
Effective Time, Heritage will deposit in trust with the Exchange Agent the  cash
amount  of the Merger Consideration and,  to the extent applicable, certificates
representing the number of  whole shares of Heritage  Common Stock to which  the
holders  of shares of DIMAC Common Stock  (other than the holders of Unconverted
Shares) are entitled to receive in  the Merger together with cash sufficient  to
pay for fractional shares. Upon receipt of such stock certificates and letter of
transmittal  (or, in the case  of holders of options  under the Directors' Plan,
notice of the making of  the appropriate election pursuant  to the terms of  the
Merger  Agreement), the Exchange Agent will  deliver the Merger Consideration to
the registered holder or his transferee of the shares of DIMAC Common Stock.  No
interest  will be paid or  accrued on the amounts  payable upon the surrender of
DIMAC stock certificates.

    STOCKHOLDERS OF  DIMAC  SHOULD  NOT  SUBMIT  THEIR  STOCK  CERTIFICATES  FOR
EXCHANGE UNTIL THE INSTRUCTIONS AND LETTER OF TRANSMITTAL ARE RECEIVED.

    If  the Merger Consideration is  to be delivered to  a person other than the
person in  whose name  the certificate  for  the shares  of DIMAC  Common  Stock
surrendered  in exchange therefor is registered, it  will be a condition of such
payment of such Merger Consideration  that the stock certificate so  surrendered
be  properly endorsed and  otherwise in proper  form for transfer,  and that the
person requesting such payment  (i) pay in advance  any transfer or other  taxes
required  by reason of the payment of the Merger Consideration to a person other
than the registered holder  of the DIMAC stock  certificate surrendered or  (ii)
establish  to the satisfaction of the Exchange Agent that such tax has been paid
or is not applicable.

    After the Effective Time,  there will be no  further transfers on the  stock
transfer  books  of  DIMAC  of  the  shares  of  DIMAC  Common  Stock  that were
outstanding  immediately  prior  to  the   Effective  Time.  If  a   certificate
representing  such shares is presented for  transfer, subject to compliance with
the requisite transmittal procedures, it will be cancelled and exchanged for the
Merger Consideration.

    Each certificate representing shares of DIMAC Common Stock immediately prior
to the Effective Time (other than the Unconverted Shares) will, at the Effective
Time, be deemed  for all purposes  to represent  only the right  to receive  the
Merger  Consideration into which the shares of DIMAC Common Stock represented by
such certificate were converted in the Merger.

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<PAGE>
    Until a certificate which formerly represented shares of DIMAC Common  Stock
is  actually surrendered for exchange and received  by the Exchange Agent and to
the extent shares of Heritage Common Stock are issued in the Merger, the  holder
thereof  will  not  be  entitled  to vote  or  receive  any  dividends  or other
distributions with respect  to the shares  of Heritage Common  Stock payable  to
holders of record after the Effective Time. Subject to applicable law, upon such
surrender of DIMAC stock certificates such dividends or other distributions will
be  remitted (without  interest) to  the record  holder of  certificates for the
shares of  Heritage Common  Stock  issued in  exchange  therefor to  the  extent
applicable.

    Any  Merger Consideration delivered or made  available to the Exchange Agent
and not  exchanged for  DIMAC stock  certificates within  six months  after  the
Effective  Time will be returned  by the Exchange Agent  to Heritage, which will
thereafter act as Exchange Agent. None of Heritage, DIMAC or the Exchange  Agent
will be liable to a holder of shares of DIMAC Common Stock for any of the Merger
Consideration  delivered to a  public official pursuant  to applicable abandoned
property, escheat or similar laws.

TREATMENT OF OUTSTANDING OPTIONS

    The Merger Agreement provides that all options outstanding at the  Effective
Time  under  the DIMAC  Plan and  the Directors'  Plan shall  remain outstanding
following such time and shall, by virtue  of the Merger and without any  further
action  on the part  of DIMAC or  the holder of  any such option,  be assumed by
Heritage in  accordance with  their terms  and conditions  as in  effect at  the
Effective  Time (and the terms  and conditions of the  DIMAC Plan and the option
award agreement associated with such option or the Directors' Plan, as the  case
may  be) except that each such option  shall be immediately exercisable for that
whole number of shares  of Heritage Common Stock  (rounded to the nearest  whole
share) equal to the number of shares of DIMAC Common Stock for which such option
is  currently exercisable  multiplied by  the Conversion  Factor at  an exercise
price equal to the exercise price per share of DIMAC Common Stock applicable  to
such  option divided by the Conversion Factor.  In lieu of such conversion, each
holder of  options granted  under the  Directors'  Plan may  elect to  have  his
options  no longer  exercisable to purchase  shares of DIMAC  Common Stock (each
such option a "Converted Option") and, thereafter, be entitled, in  cancellation
and settlement therefor, to receive consideration (the "Converted Option Price")
in  cash at the Effective Time,  in an amount equal to  the product of the total
number  of  shares  of  DIMAC  Common  Stock  and  the  excess  of  the   Merger
Consideration  over  the exercise  price  per share  of  the DIMAC  Common Stock
subject to such  Converted Option.  In the  event that  the Heritage  Subsidiary
elects  to pay a portion  of the Merger Consideration  in Heritage Common Stock,
the Heritage Subsidiary will also pay the same pro rata portion of the Converted
Option Price in Heritage Common Stock. If a holder of options granted under  the
DIMAC  Plan wishes to obtain the Merger Consideration in lieu of converting such
option pursuant to the terms of the Merger Agreement, such holder must  exercise
such  options for shares of DIMAC Common  Stock pursuant to their terms and then
surrender such  shares  of  DIMAC  Common  Stock  in  exchange  for  the  Merger
Consideration in accordance with the terms of the Merger Agreement.

NO FRACTIONAL SHARES

    To  the extent the Heritage Subsidiary elects to pay a portion of the Merger
Consideration or  the Converted  Option Consideration  with shares  of  Heritage
Common  Stock, no fractional shares  of Heritage Common Stock  will be issued in
connection with the Merger.  All fractional shares of  Heritage Common Stock  to
which  a  holder  of shares  of  DIMAC  Common Stock  immediately  prior  to the
Effective Time or a  holder of options granted  under the Directors' Plan  would
otherwise be entitled will be aggregated. If a factional share results from such
aggregation, the DIMAC stockholder will be entitled to receive an amount in cash
equal  to the Heritage  Trading Price multiplied  by the fraction  of a share of
Heritage Common Stock which the DIMAC stockholder would otherwise have received.
Except for such payment, no DIMAC stockholder will be entitled to any  dividends
or  other  distributions or  other rights  of stockholders  with respect  to any
fractional interest.

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<PAGE>
CONDITIONS TO THE MERGER

    In addition to customary conditions, the obligations of Heritage, DIMAC  and
the Heritage Subsidiary to consummate the Merger are subject to the satisfaction
or,  where permitted, waiver of certain  other conditions, including the absence
of any preliminary or permanent injunction or other order issued by any court or
by  any  governmental  or  regulatory  agency  or  authority  to  prohibit   the
consummation of the Merger.

    In  addition, Heritage's obligation  to consummate the  Merger is subject to
various additional conditions,  including the  absence of  any material  adverse
change in DIMAC.

    DIMAC's obligation to consummate the Merger is subject to various additional
conditions,  including (a) approval and adoption  of the Merger Agreement by the
affirmative vote of a  majority of the DIMAC  Shares; (b) the authorization  for
listing  on the AMEX of the Heritage Shares  to be issued in the Merger and upon
the exercise  of the  DIMAC  options; and  (c) the  absence  of any  stop  order
suspending the effectiveness of the Registration Statement or preventing the use
thereof or any related prospectus.

AMENDMENT OF THE MERGER AGREEMENT; WAIVER OF CONDITIONS

    The  respective Boards of Directors of Heritage, the Heritage Subsidiary and
DIMAC may, by written agreement, at any time before or after the approval of the
Merger Agreement by the DIMAC stockholders, amend the Merger Agreement, provided
that after such stockholder  approval no amendment or  modification may be  made
that  would materially adversely affect the rights of DIMAC stockholders without
the further approval of such stockholders. Each party may, to the extent legally
permitted, extend the time for the performance of any of the obligations of  any
other   party  to   the  Merger  Agreement,   waive  any   inaccuracies  in  the
representations or  warranties  of  any  other party  contained  in  the  Merger
Agreement,  waive  compliance  or  performance  by  any  other  party  with  any
covenants, agreements or obligations contained in the Merger Agreement or  waive
the satisfaction of any condition that is precedent to its performance under the
Merger Agreement.

FEES AND EXPENSES

   
    Whether or not the Merger is consummated, all costs and expenses incurred in
connection  with the Merger Agreement  and the transactions contemplated thereby
will be paid by the party incurring  such costs or expenses, except as  provided
under  "-- Termination Fee." Heritage and DIMAC estimate that the total expenses
of the Merger, exclusive  of costs associated with  Heritage's financing of  the
Merger,  will  aggregate  approximately  $5.6  million.  These  expenses include
financial advisor fees  and expenses,  legal and accounting  fees and  expenses,
printing   and  other  costs  related  to   the  Special  Meeting  and  exchange
agent/transfer agent fees and expenses.
    

CERTAIN COVENANTS

    The Merger Agreement provides that DIMAC will not directly or indirectly (i)
solicit or initiate  discussions with  or (ii)  enter into  any negotiations  or
agreements  with, or furnish any information  to, any third party concerning any
Acquisition Proposal involving DIMAC; provided, however, that DIMAC may take the
actions prohibited  by (ii)  above  if such  action is  taken  by, or  upon  the
authority  of, the DIMAC  Board of Directors  in the exercise  of its good faith
judgment as to its fiduciary duties to the DIMAC stockholders, which judgment is
based upon the advice  of independent, outside legal  counsel that a failure  of
the DIMAC Board of Directors to take such action would be likely to constitute a
breach  of its fiduciary duties to such stockholders. DIMAC has agreed to notify
Heritage promptly if  DIMAC becomes aware  that any inquiries  or proposals  are
received   by,  any  information  is  requested  from  or  any  negotiations  or
discussions are  sought  to  be  negotiated  with,  DIMAC  with  respect  to  an
Acquisition  Proposal  and  to  deliver to  Heritage  any  written  inquiries or
proposals received by DIMAC relating to an Acquisition Proposal, except, in each
case, to the extent that DIMAC receives advice from independent, outside counsel
that providing such information  would be likely  to result in  a breach of  the
fiduciary duties of the DIMAC Board of Directors to the DIMAC stockholders.

                                       31
<PAGE>
    Each  of DIMAC and  Heritage agreed (and agreed  to cause its subsidiaries),
among other things, prior to the consummation of the Merger, unless required  in
connection with Merger or previously disclosed to the other, (i) to carry on its
business  in the ordinary and regular course in substantially the same manner as
conducted prior  to the  Merger Agreement  and not  engage in  any new  line  of
business;  (ii) not  to amend  its Certificate  or Articles  of Incorporation or
Bylaws; (iii) not to declare, pay or set aside for payment any dividend or other
distribution in respect of its  capital stock and not  redeem any shares of  the
capital  stock or  other securities issued  by it;  (iv) to advise  the other in
writing of  any  event  or  existence  of  fact  that  would  make  any  of  its
representations  and  warranties in  the Merger  Agreement to  be untrue  in any
material respect or would otherwise have a material adverse effect on it; (v) to
use its reasonable efforts to perform its obligations under the Merger Agreement
and to do  all things reasonably  necessary under applicable  law to obtain  all
regulatory  approvals and to defend any  proceeding which questions the validity
or legality of the Merger or  the other transactions contemplated by the  Merger
Agreement;  and (vi)  to promptly give  written notice  to the other  of (A) the
occurrence of any  event which would  be likely to  cause any representation  or
warranty  of it contained in  the Merger Agreement to  be untrue in any material
respect or that may result  in the failure to satisfy  any of the conditions  to
the  parties obligations to consummate  the Merger and (B)  any failure of it to
comply with or satisfy any covenant, condition or agreement to be complied  with
or satisfied by it under the Merger Agreement.

    In  addition, DIMAC  agreed (and  agreed to  cause its  subsidiaries), among
other things,  prior to  the  consummation of  the  Merger, unless  required  in
connection  with Merger  or previously disclosed  to Heritage, (i)  not to enter
into any  material  agreement, transaction  or  activity or  make  any  material
commitment  except those in the ordinary and  regular course of business and not
otherwise prohibited under the Merger Agreement; (ii) other than pursuant to the
exercise of the  options outstanding on  the date of  the Merger Agreement,  not
issue, sell or grant options, warrants or rights to purchase or subscribe to, or
enter  into any arrangement or contract with  respect to the issuance or sale of
any of the capital stock of DIMAC  or its subsidiaries or rights or  obligations
convertible into or exchangeable for any shares of the capital stock of DIMAC or
any  of its subsidiaries  and not alter  the terms of  any presently outstanding
options or the DIMAC Plan or the Directors' Plan (other than certain changes  to
the  Non-Qualified Stock Option  Award Agreements under the  DIMAC Plan to allow
the options granted pursuant to such  agreements to vest and become  immediately
exercisable  upon the adoption and approval of the Merger Agreement by the DIMAC
stockholders) or make any changes  (by split-up, combination, reorganization  or
otherwise)  in the capital structure of DIMAC  or any of its subsidiaries; (iii)
not acquire or enter into any agreement to acquire, by merger, consolidation  or
purchase  of stock or assets, any business or entity; (iv) not (A) create, incur
or assume any  debt (including obligations  in respect of  capital leases  which
individually  involve annual payments  in excess of $250,000)  or, except in the
ordinary course of  business under existing  lines of credit,  create, incur  or
assume any short-term debt for borrowed money, (B) assume, guarantee, endorse or
otherwise  become  liable  or  responsible  (whether  directly,  contingently or
otherwise) for the obligations of any  other person other than its  subsidiaries
except in the ordinary course of business, (C) make any loans or advances to any
other  person  other than  its subsidiaries,  except in  the ordinary  course of
business  and  consistent  with   past  practice,  or   (D)  make  any   capital
contributions  to, or  investments in,  any person  other than  its subsidiaries
except in the ordinary course of business; provided, however, that the aggregate
amount of all of the liabilities, obligations, loans, contributions, investments
and other actions  described in (A)  through (D) above  that would otherwise  be
permitted  shall not in  the aggregate exceed $1,000,000  at the Effective Time;
(v) to confer in good faith and on a regular and frequent basis with one or more
representatives of  Heritage  on  operational matters  of  materiality  and  the
general  status  of ongoing  operations and  to  allow Heritage's  employees and
agents to be present at DIMAC's locations to observe the business and operations
of DIMAC and its subsidiaries; (vi) not (A) enter into, modify or extend in  any
manner  the  terms  of  any employment,  severance  or  similar  agreements with
officers and directors, (B) grant any  increase in the compensation of  officers
or  directors, whether now or payable after the date of the Merger Agreement, or
(C) grant any  increase in the  compensation of any  other employees except  for
compensation  increases  in  the  ordinary  course  of  business  and consistent

                                       32
<PAGE>
with past practice (including any increase pursuant to any option, bonus,  stock
purchase,  pension, profit-sharing,  deferred compensation,  retirement or other
plan, arrangement, contract or commitment); (vii) not make or incur (other  than
in  the ordinary course of business or those capital expenditures set forth made
pursuant to contracts entered  into prior to the  date of the Merger  Agreement)
any individual capital expenditure in excess of $500,000 or capital expenditures
in the aggregate in excess of $2,000,000 without the prior approval of Heritage;
(viii) except in instances which would not have a material adverse effect on the
business, operations, assets or financial condition of DIMAC, perform all of its
material  obligations under all material contracts (except those being contested
in good faith)  and not enter  into, assume  or amend any  material contract  or
commitment other than contracts to provide services entered into in the ordinary
course of business; and (ix) except in instances which would not have a material
adverse  effect on  the business, operations,  assets or  financial condition of
DIMAC, prepare and file all federal, state, local and foreign returns for  taxes
and  other tax reports, filings  and amendments thereto required  to be filed by
it, and allow  Heritage, at its  request, to review  all such returns,  reports,
filings and amendments.

TERMINATION OF MERGER AGREEMENT

    The Merger Agreement may be terminated and the Merger abandoned, at any time
prior  to the Effective Time, whether before  or after the approval by the DIMAC
stockholders, (i) by the mutual consent of Heritage and DIMAC; (ii) by  Heritage
if  there has  been a  material misrepresentation or  breach of  warranty in the
representations and warranties of  DIMAC made in the  Merger Agreement or  there
has  been a material failure  by DIMAC to comply  with its obligations under the
Merger Agreement; (iii) by DIMAC if there has been a material  misrepresentation
or  breach of warranty in the representations and warranties of Heritage made in
the Merger Agreement or there has been a material failure by Heritage to  comply
with  its obligations  under the  Merger Agreement;  (iv) by  either Heritage or
DIMAC if all conditions to that party's obligation to consummate the Merger have
not been  satisfied  or  waived  by  March 31,  1996,  unless  such  failure  of
consummation  is  due to  the failure  of  the terminating  party to  perform or
observe the covenants, agreements, and conditions of the Merger Agreement to  be
performed or observed by it; (v) by either Heritage or DIMAC if the consummation
of the Merger would violate any nonappealable final order, decree or judgment of
any  court or governmental body or agency having competent jurisdiction; (vi) by
DIMAC if in the exercise  of the good faith judgment  of its Board of  Directors
(which  judgment is based upon the advice of independent, outside legal counsel)
as to its fiduciary duties to  its stockholders such termination is required  by
reason  of an Acquisition Proposal or, if  the DIMAC Board of Directors of DIMAC
withdraws  or  materially  modifies  or   changes  its  recommendation  to   its
stockholders  to approve the Merger Agreement and  the Merger if there exists at
such time an Acquisition Proposal for DIMAC and such change in recommendation is
based upon  the  advice of  independent,  outside  legal counsel;  or  (vii)  by
Heritage  if the  DIMAC Board of  Directors withdraws or  materially modifies or
changes its recommendation to  the stockholders of DIMAC  to approve the  Merger
Agreement and the Merger if there exists at such time an Acquisition Proposal.

   
    If  Heritage or  DIMAC terminates  the Merger  Agreement as  provided above,
there will be no liability on the  part of any party or its officers,  directors
or  stockholders, except as  described in "Termination Fee"  below. In the event
that the Merger is not approved by the DIMAC stockholders, each of Heritage  and
DIMAC  would  expect to  independently  pursue their  respective  strategies for
growth.
    

TERMINATION FEE

    If (a) DIMAC terminates the Merger Agreement because its Board of Directors,
in the exercise of its good faith judgment (which judgment is based upon  advice
of  independent,  outside  legal counsel)  as  to  its fiduciary  duties  to its
stockholders determines such termination is required by reason of an Acquisition
Proposal or, if the DIMAC Board of Directors withdraws or materially modifies or
changes its recommendation to its  stockholders to approve the Merger  Agreement
and  the Merger if there  exists at such time  an Acquisition Proposal for DIMAC
and such  change in  recommendation is  based upon  the advice  of  independent,
outside   legal   counsel;   (b)   the  Merger   Agreement   is   terminated  by

                                       33
<PAGE>
Heritage because the DIMAC Board  of Directors withdraws or materially  modifies
or changes its recommendation to the stockholders of DIMAC to approve the Merger
Agreement  and the Merger if there exists  at such time an Acquisition Proposal;
or (c) on or  before March 31,  1996 and while the  Merger Agreement remains  in
effect,  DIMAC enters into a definitive agreement with respect to an Acquisition
Proposal with  any corporation,  partnership, person  or other  entity or  group
(other  than  Heritage  or  any affiliate  of  Heritage),  and  such transaction
(including any  revised  transaction based  upon  the Acquisition  Proposal)  is
thereafter  consummated (whether  before or  after March  31, 1996),  then DIMAC
shall pay to  Heritage a  fee equal  to the sum  of (i)  up to  $1.0 million  of
documented  fees, costs  and expenses, including  legal and  accounting fees and
fees  payable  to  Heritage's  financial  advisors,  incurred  by  Heritage   in
connection  with the transactions contemplated by  the Merger Agreement and (ii)
$4.0 million. The amount in clause (ii) shall be payable only upon completion of
the transaction implementing the Acquisition Proposal.

REPRESENTATIONS AND WARRANTIES

    The  Merger  Agreement  contains  various  representations  and   warranties
relating to, among other things: (a) the due organization, power and standing of
DIMAC  and  Heritage  and  similar  corporate  matters;  (b)  the authorization,
execution, delivery and enforceability of the Merger Agreement; (c) the  capital
structure  of DIMAC and Heritage; (d) subsidiaries of DIMAC; (e) conflicts under
charters or  bylaws  and violations  of  any  instruments or  law  and  required
consents or approvals; (f) certain documents filed by each of DIMAC and Heritage
with  the  Commission and  the accuracy  of  information contained  therein; (g)
conduct of business in the ordinary course and the absence of certain changes or
material adverse effects;  (h) brokers' and  finders' fees with  respect to  the
Merger;   and  (i)  with  respect  to  DIMAC,  taxes,  no  undisclosed  material
liabilities, material contracts,  litigation, employee  benefit plans,  employee
relations and intellectual property.

CERTAIN REGULATORY MATTERS

    Consummation of the Merger is conditioned upon receipt by Heritage and DIMAC
of  such regulatory  and other approvals  as are required  under applicable law,
including certain approvals from the Commission. Other than these approvals  and
the  matters described below, Heritage  and DIMAC know of  no such regulatory or
other approvals required by law.

    Under the Hart-Scott-Rodino  Antitrust Improvements  Act of  1976 (the  "HSR
Act"),  certain acquisition transactions, including the proposed Merger, may not
be consummated  unless certain  information has  been furnished  to the  Federal
Trade  Commission  (the  "FTC")  and  the  Antitrust  Division  of  the  Justice
Department (the "Antitrust  Division") and certain  waiting period  requirements
have  expired or been terminated.  In accordance with the  HSR Act, Heritage and
DIMAC each  filed  Notification  and  Report  Forms  and  certain  supplementary
materials  with the Antitrust Division and the FTC for review in connection with
the proposed Merger.  The FTC granted  early termination of  the waiting  period
under the HSR Act on November 14, 1995.

POTENTIAL RESALES OF SHARES RECEIVED IN THE MERGER
    The  shares of Heritage Common  Stock to be issued  to DIMAC stockholders in
connection with the Merger will be freely transferable under the Securities Act,
except for shares issued to any person who, at the time of the Special  Meeting,
may be deemed to be an "affiliate" of DIMAC within the meaning of Rule 145 under
the Securities Act. In general, affiliates of DIMAC include any person or entity
who  controls, is controlled by or is under common control with DIMAC. Rule 145,
among other things, imposes certain  restrictions upon the resale of  securities
received  by affiliates  in connection with  certain reclassifications, mergers,
consolidations or asset transfers. The shares of Heritage Common Stock  received
by  affiliates of DIMAC in  the Merger will be  subject to the applicable resale
limitations  of  Rule  145;  however,  Heritage  has  agreed  to  maintain   the
effectiveness  of  the  Registration Statement  to  allow for  resales  by DIMAC
affiliates without the restrictions of Rule 145 being applicable.

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<PAGE>
AMEX LISTING

    The  Heritage Common Stock is listed on AMEX. Heritage has agreed to use its
reasonable best  efforts to  cause the  shares of  Heritage Common  Stock to  be
issued  in the Merger to be listed on AMEX at the Effective Time. A condition to
DIMAC's obligation to close is  that prior to the  Effective Time any shares  of
Heritage Common Stock, to the extent applicable, to be issued in the Merger will
be approved for listing on AMEX.

ACCOUNTING TREATMENT

    The  Merger will be  accounted for by  Heritage as a  purchase for financial
reporting purposes. The pro forma financial statements reflecting the Merger are
set forth herein under "Pro Forma Financial Information."

FINANCING OF THE MERGER

   
    Heritage will require financing  of approximately $195  million to fund  the
purchase  price  of the  outstanding shares  of DIMAC  Common Stock  and related
transaction  expenses  and  approximately  $70  million  to  refinance   DIMAC's
indebtedness.  Under  the  Merger Agreement,  Heritage  has the  option  to fund
approximately $47 million of the DIMAC  purchase price by issuing the shares  of
Heritage Common Stock as part of the Merger Consideration.
    

   
    Heritage  has  filed  with  the Commission  a  shelf  registration statement
covering the  issuance  of up  to  $300  million of  debt  securities.  Heritage
currently plans to issue $150 million of subordinated notes through underwriters
prior  to the Effective Time. Although the terms of the Notes will be determined
at the  time of  issuance,  Heritage expects  that,  based upon  present  market
conditions,  the Notes would be ten  year subordinated, unsecured obligations of
Heritage bearing  interest at  an annual  rate of  approximately 9.25%,  net  of
estimated  financing  costs. Heritage  has not  entered  into any  agreement, or
received any financing commitment, with respect to the issuance of the Notes.
    

   
    At the Effective Time, Heritage will cause DIMAC to enter into a new  credit
facility  (the "new DIMAC  credit agreement") to refinance  the existing debt of
DIMAC and its  subsidiaries, to provide  a new working  capital and  acquisition
credit  facility for DIMAC and to provide a portion of the Merger Consideration.
Heritage has received a commitment from  a group of commercial banks (for  which
NationsBank  of Texas, N.A. and Citibank, N.A.  will serve as agents) to provide
such financing in  the maximum amount  of $175 million.  Assuming that  Heritage
elects  not  to issue  shares of  Heritage Common  Stock as  part of  the Merger
Consideration, Heritage intends for the new DIMAC credit agreement to provide  a
portion of the Merger Consideration.
    

   
    The  commitment specifies that $125 million of  the financing will be in the
form of a revolving credit  facility in the initial  amount of $125 million  and
reducing  in installments commencing  March 31, 1998  through the final maturity
date of March 31, 2003. The commitment further specifies that $50 million of the
financing will be in  the form of a  7 1/4 year term  loan facility, payable  in
quarterly  installments commencing  September 30,  1997. Advances  under the new
DIMAC credit  agreement  will  bear interest  at  fluctuating  rates,  initially
estimated  to  be Citibank's  base rate  plus .125%,  or (at  the option  of the
borrower) LIBOR plus 1.375%. Heritage  will guarantee DIMAC's obligations  under
the  new DIMAC  credit facility  and will  pledge the  stock of  DIMAC to secure
advances thereunder.  The  new DIMAC  credit  facility is  expected  to  contain
various restrictive covenants, including limitations on additional indebtedness,
sales  of assets, acquisitions of  assets and payment of  dividends, and is also
expected to require DIMAC to maintain compliance with various financial  ratios.
The  exact  terms  of  the  new  DIMAC  credit  agreement  are  subject  to  the
satisfactory negotiation of definitive documents prior to the Effective Time.
    

CONFIDENTIALITY AGREEMENT; STANDSTILL

    Upon commencement of discussions regarding a possible transaction, DIMAC and
Heritage entered into the Confidentiality  Agreement which, among other  things,
contained  standstill  provisions  prohibiting  Heritage  or  its  affiliates or
representatives from acquiring any  DIMAC Common Stock.  In connection with  the
execution   of   the  Merger   Agreement,  DIMAC   and  Heritage   entered  into

                                       35
<PAGE>
an amendment to  the Confidentiality  Agreement, dated October  23, 1995,  which
allows  Heritage,  its  affiliates  and representatives  to  purchase  up  to an
aggregate of 10.0% of the issued and outstanding DIMAC Common Stock, subject  to
the restrictions of applicable law.

   
RISK FACTORS
    

   
    If Heritage elects to pay a portion of the Merger Consideration in shares of
Heritage  Common Stock, the receipt and continued  ownership of such shares by a
DIMAC stockholder involves  certain investment  risks. These  risks include  the
following:
    

   
    LEVERAGE.  Heritage has incurred substantial indebtedness in connection with
acquisitions   of  its   businesses  and   will  incur   significant  additional
indebtedness in connection with the Merger. At September 30, 1995, Heritage  had
indebtedness  of  approximately  $355.4  million  and  stockholders'  equity  of
approximately $108.7  million, and  accordingly, a  consolidated  debt-to-equity
ratio  of approximately 3.3 to 1. Such leverage may adversely affect the ability
of Heritage to finance its future operations and capital needs and may limit its
ability to pursue other business opportunities which may be in its interest.  As
a  result of its leverage and in  order to repay its indebtedness, Heritage will
be required to generate substantial  operating cash flow. Heritage's ability  to
meet  these requirements will depend on, among other things, prevailing economic
conditions and financial, business and other  factors, some of which are  beyond
its  control, and there  can be no assurance  that it will be  able to meet such
requirements.
    

   
    COMPETITION.  Each of  the business segments in  which Heritage operates  is
highly  competitive. Several of  these competitors and  potential competitors in
each of  these segments  may have  greater access  to financial  resources  than
Heritage.
    

   
    GOVERNMENT  REGULATION.    The broadcasting  industry  is  highly regulated.
Heritage's operation of its broadcast stations is dependent upon the maintenance
and  renewal  of  broadcast  licenses  issued  by  the  Federal   Communications
Commission  and by the continued compliance by Heritage with applicable laws and
regulations. Significant changes in legislation affecting broadcasting companies
are anticipated to  be enacted  in 1996.  There can be  no assurance  as to  the
ultimate effect of any new legislation on Heritage's operations.
    

UNITED STATES FEDERAL INCOME TAX CONSEQUENCES

    THE  FOLLOWING  IS A  GENERAL  SUMMARY OF  THE  MATERIAL FEDERAL  INCOME TAX
CONSEQUENCES TO A HOLDER  OF SHARES OF  DIMAC COMMON STOCK WHO  IS A CITIZEN  OR
RESIDENT  OF THE UNITED STATES OR A CORPORATION CREATED OR ORGANIZED IN OR UNDER
THE LAWS OF THE UNITED STATES  OR ANY POLITICAL SUBDIVISION THEREOF OR  THEREIN,
OR  AN ESTATE OR TRUST  THE INCOME OF WHICH IS  SUBJECT TO UNITED STATES FEDERAL
INCOME TAXATION REGARDLESS OF ITS SOURCE  (A "U.S. HOLDER") AND IS NOT  INTENDED
TO CONSTITUTE ADVICE REGARDING THE FEDERAL INCOME TAX CONSEQUENCES OF THE MERGER
TO  ANY SUCH HOLDER.  THIS SUMMARY DOES  NOT DISCUSS TAX  CONSEQUENCES UNDER THE
LAWS OF  STATES  OR  LOCAL GOVERNMENTS  OR  OF  ANY OTHER  JURISDICTION  OR  TAX
CONSEQUENCES TO CATEGORIES OF STOCKHOLDERS THAT MAY BE SUBJECT TO SPECIAL RULES,
SUCH  AS FOREIGN  PERSONS, TAX-EXEMPT  ENTITIES, INSURANCE  COMPANIES, FINANCIAL
INSTITUTIONS AND DEALERS IN  STOCKS AND SECURITIES, TO  U.S. HOLDERS THAT  HOLDS
SHARES OF DIMAC COMMON STOCK AS PART OF A POSITION IN A "STRADDLE" OR AS PART OF
A  "HEDGING" OR "CONVERSION" TRANSACTION FOR U.S. FEDERAL INCOME TAX PURPOSES OR
TO HOLDERS WITH A "FUNCTIONAL CURRENCY" OTHER THAN THE UNITED STATES DOLLAR.  IN
ADDITION,  THIS SUMMARY  APPLIES ONLY  TO SHARES OF  DIMAC COMMON  STOCK HELD AS
CAPITAL ASSETS. THE FOREGOING DISCUSSION MAY  NOT BE APPLICABLE TO A HOLDER  WHO
ACQUIRED  HIS SHARES  OF DIMAC  COMMON STOCK PURSUANT  TO THE  EXERCISE OF STOCK
OPTIONS OR OTHERWISE  AS COMPENSATION.  EACH HOLDER  OF SHARES  OF DIMAC  COMMON
STOCK IS URGED TO OBTAIN, AND SHOULD RELY UPON, HIS OWN TAX ADVICE.

    The  following summary  is based  on the Internal  Revenue Code  of 1986, as
amended, United  States Treasury  Regulations  and administrative  and  judicial
interpretations as of the date hereof, all of which are subject to change (which
change  may be  retroactive). A  U.S. Holder who  exchanges the  shares of DIMAC
Common Stock  for cash  and  shares of  Heritage  Common Stock,  if  applicable,
pursuant to the Merger or exercises appraisal rights will recognize gain or loss
equal  to the difference between  (A) the sum of (i)  the cash received and (ii)
the fair market value, at the Effective Time, of any

                                       36
<PAGE>
shares of Heritage Common  Stock received in exchange  for such shares of  DIMAC
Common  Stock in the Merger or pursuant  to the exercise of appraisal rights and
(B) such  holder's adjusted  tax basis  in the  DIMAC Shares  exchanged. A  U.S.
Holder's  initial  tax  basis  for  the  shares  of  Heritage  Common  Stock, if
applicable, received in the Merger will be equal to its fair market value on the
date of the  Merger. Gain  or loss  recognized will  be treated  as a  long-term
capital  gain or loss  if the shares of  DIMAC Common Stock  are held as capital
assets and if the shares of DIMAC  Common Stock exchanged have a holding  period
of more than one year.

    Generally,  United States  backup withholding tax  and information reporting
requirements will apply to payments with respect to the Merger to  non-corporate
holders  of  DIMAC  Common  Stock  (other  than  "exempt  recipients," including
corporations, non-U.S. Holders  that provides an  appropriate certification  and
certain  other persons). The payor will be  required to withhold 31% of any such
payment if  the holder  fails  to furnish  its correct  taxpayer  identification
number   or  otherwise  fails  to  comply   with  such  backup  withholding  tax
requirements.  The  backup  withholding  tax  and  information  reporting  rules
currently  are subject  to Proposed United  States Treasury  Regulations and are
under review by the  United States Treasury  Department and, accordingly,  their
application to the Merger could be changed.

                                       37
<PAGE>
                  APPRAISAL RIGHTS OF DISSENTING STOCKHOLDERS

    Holders  of shares  of DIMAC Common  Stock are entitled  to appraisal rights
under Section 262 of the DGCL ("Section  262"). Section 262 is reprinted in  its
entirety  as Appendix C to this Joint Proxy Statement/Prospectus. All references
in Section 262 and in this summary  to a "stockholder" are to the record  holder
of the shares of DIMAC Common Stock as to which appraisal rights are asserted. A
person  having a beneficial  interest in shares  of DIMAC Common  Stock that are
held of record in the name of another person, such as a broker or nominee,  must
act  promptly to cause  the record holder  to follow the  steps summarized below
properly and  in  a timely  manner  to  perfect whatever  appraisal  rights  the
beneficial owner may have.

    The  following discussion is not a complete statement of the law relating to
appraisal rights and is  qualified in its entirety  by reference to Appendix  C.
THIS  DISCUSSION AND APPENDIX C  SHOULD BE REVIEWED CAREFULLY  BY ANY HOLDER WHO
WISHES TO EXERCISE  STATUTORY APPRAISAL  RIGHTS OR  WHO WISHES  TO PRESERVE  THE
RIGHT  TO DO SO BECAUSE FAILURE STRICTLY TO COMPLY WITH THE PROCEDURES SET FORTH
HEREIN AND THEREIN WILL RESULT IN THE LOSS OF APPRAISAL RIGHTS.

    Each stockholder  electing  to demand  the  appraisal of  his  shares  shall
deliver  to DIMAC, before  the taking of the  vote on the  Merger at the Special
Meeting, a written demand for appraisal of his shares of DIMAC Common Stock. The
demand must reasonably inform DIMAC of the identity of the stockholder and  that
the  stockholder intends thereby to demand the  appraisal of his shares of DIMAC
Common Stock. This written  demand for appraisal of  the shares of DIMAC  Common
Stock  must be in  addition to and separate  from any proxy  or vote against the
Merger. Voting against, abstaining from voting or failing to vote on the  Merger
will  not constitute a demand  for appraisal within the  meaning of Section 262.
Any stockholder electing  to demand  his appraisal  rights will  not be  granted
appraisal rights under Section 262 if such stockholder has either voted in favor
of  the Merger or consented thereto in  writing (including by granting the proxy
solicited by  this Joint  Proxy Statement/Prospectus  or by  returning a  signed
proxy  without specifying a  vote against the  Merger or a  direction to abstain
from such  vote).  Additionally, appraisal  rights  will not  be  granted  under
Section  262 if the stockholder does not continuously hold through the Effective
Time his  shares  of  DIMAC  Common  Stock with  respect  to  which  he  demands
appraisal.

    A demand for appraisal must be executed by or for the stockholder of record,
fully  and correctly, as  such stockholder's name appears  on the certificate or
certificates representing shares of DIMAC Common  Stock. If the shares of  DIMAC
Common  Stock are owned of record in a fiduciary capacity, such as by a trustee,
guardian or custodian,  such demand must  be executed by  the fiduciary. If  the
shares  of DIMAC Common Stock are owned of record by more than one person, as in
a joint tenancy or tenancy in common, such demand must be executed by all  joint
owners.  An authorized agent, including  an agent for two  or more joint owners,
may execute the demand for appraisal  for a stockholder of record; however,  the
agent  must identify the record  owner and expressly disclose  the fact that, in
exercising the demand, such person is acting as agent for the record owner.

    A record owner, such as a broker, who holds shares of DIMAC Common Stock  as
a  nominee for others, may exercise appraisal  rights with respect to the shares
of DIMAC Common Stock held for all or less than all beneficial owners of  shares
of  DIMAC Common Stock as to which such person is the record owner. In such case
the written demand must  set forth the  number of shares  of DIMAC Common  Stock
covered  by such demand. Where the number of shares of DIMAC Common Stock is not
expressly stated,  the demand  will be  presumed to  cover all  shares of  DIMAC
Common Stock outstanding in the name of such record owner. Beneficial owners who
are  not  record  owners and  who  intend  to exercise  appraisal  rights should
instruct the record  owner to  comply strictly with  the statutory  requirements
with  respect to the exercise of appraisal rights before the date of the Special
Meeting.

    A stockholder who elects to exercise  appraisal rights must mail or  deliver
his  or her  written demand  to the  Secretary of  DIMAC at  One Corporate Woods
Drive, Bridgeton, Missouri 63044. The written demand for appraisal must  specify
the    stockholder's    name    and    mailing    address,    the    number   of

                                       38
<PAGE>
shares of  DIMAC  Common  Stock  owned, and  that  the  stockholder  is  thereby
demanding  appraisal of his or her shares of DIMAC Common Stock. Within ten days
after the Effective Time, DIMAC must provide notice to all stockholders who have
complied with Section 262 and have not voted for or consented to adoption of the
Merger Agreement.

    Within 120 days after  the Effective Time, either  DIMAC or any  stockholder
who has complied with the required conditions of Section 262 may file a petition
in  the Delaware Court  of Chancery (the "Delaware  Chancery Court") demanding a
determination of the value of the shares of DIMAC Common Stock of the dissenting
stockholders. If a petition for an appraisal is timely filed, after a hearing on
such petition, the Delaware Chancery Court will determine which stockholders are
entitled to appraisal rights and will appraise the shares of DIMAC Common  Stock
owned  by such stockholders, determining the fair  value of such shares of DIMAC
Common Stock, exclusive of any element of value arising from the  accomplishment
or  expectation of the Merger, together with a fair rate of interest to be paid,
if any, upon the  amount determined to  be the fair  value. In determining  such
fair  value, the Delaware  Chancery Court is  to take into  account all relevant
factors.

    Stockholders considering  seeking appraisal  should have  in mind  that  the
"fair  value" of their shares of DIMAC Common Stock determined under Section 262
could be more  than, the same  as or less  than the Merger  Consideration to  be
received  by DIMAC stockholders  in the Merger, and  that opinions of investment
banking firms as to fairness, from a  financial point of view, are not  opinions
as  to fair value under Section 262. The cost of the appraisal proceeding may be
determined by the Delaware Chancery Court  and taxed against the parties as  the
Delaware  Chancery Court deems equitable  in the circumstances. Upon application
of a dissenting stockholder, the Delaware Chancery Court may order that all or a
portion of the  expenses incurred  by any dissenting  stockholder in  connection
with   the  appraisal  proceeding,   including  without  limitation,  reasonable
attorneys' fees  and the  fees and  expenses  of experts,  be charged  pro  rata
against the value of all shares of DIMAC Common Stock entitled to appraisal.

    Any  stockholder who has duly demanded  appraisal in compliance with Section
262 will not, from  and after the  Effective Time, be entitled  to vote for  any
purpose  the shares of DIMAC  Common Stock subject to  such demand or to receive
payment of  dividends or  other distributions  on such  shares of  DIMAC  Common
Stock,  except for dividends or distributions  payable to stockholders of record
at a date prior to the Effective Time.

    At any time within 60 days  after the Effective Time, any stockholder  shall
have  the right to  withdraw his or her  demand for appraisal  and to accept the
terms offered in the Merger; after this period, the stockholder may withdraw his
or her demand for appraisal only with  the consent of DIMAC. If no petition  for
appraisal  is filed with the  Delaware Chancery Court within  120 days after the
Effective Time, stockholders' rights to  appraisal shall cease, and all  holders
of  shares  of  DIMAC Common  Stock  shall  be entitled  to  receive  the Merger
Consideration as provided for in the Merger Agreement. Inasmuch as DIMAC has  no
obligation  to file such a petition, and has  no present intention to do so, any
stockholder who desires such a petition to be  filed is advised to file it on  a
timely  basis. However, no petition timely  filed in the Delaware Chancery Court
demanding appraisal  shall  be  dismissed  as to  any  stockholder  without  the
approval  of the Delaware  Chancery Court, and such  approval may be conditioned
upon such terms as the Delaware Chancery Court deems just.

                                       39
<PAGE>
                        PRO FORMA FINANCIAL INFORMATION

   
    The  following unaudited pro forma  condensed combined financial information
consists of  an unaudited  Pro  Forma Condensed  Combined  Balance Sheet  as  of
September  30,  1995  and the  related  unaudited Pro  Forma  Condensed Combined
Statements of  Operations for  the year  ended December  31, 1994  and the  nine
months  ended September 30, 1995 (collectively, the "Pro Forma Statements"). The
Pro  Forma  Statements  reflect  adjustments  to  the  historical   consolidated
financial   statements  of  Heritage  and  DIMAC   to  give  effect  to  certain
transactions which  have  either  occurred  or  (in  the  case  of  the  pending
disposition  of television station KEVN by  Heritage) are probable to occur. The
Pro Forma Statements have  been further adjusted to  give effect to the  Merger,
the  issuance of $150  million of the  Notes and the  new DIMAC credit agreement
under two possible scenarios -- (a) assuming the Merger is consummated  entirely
for  cash and (b) assuming  the Merger is consummated  for a combination of cash
and Heritage common stock --  both as discussed in more  detail in the notes  to
the Pro Forma Statements. See "Financing of the Merger" for a description of the
terms  of the Notes and the new  DIMAC credit agreement. The Pro Forma Condensed
Combined Balance Sheet has  been prepared assuming the  Merger, issuance of  the
Notes and the new DIMAC credit agreement occurred at September 30, 1995, and the
Pro  Forma  Condensed  Combined  Statements  of  Operations  have  been prepared
assuming the Merger, issuance  of the Notes and  the new DIMAC credit  agreement
occurred  on  January  1,  1994.  The  unaudited  Pro  Forma  Condensed Combined
Statements of Operations do not  include extraordinary losses of $3,157,000  and
$2,379,000  recognized by DIMAC during the year  ended December 31, 1994 and the
nine  months  ended  September  30,  1995,  respectively,  resulting  from   the
retirement of certain indebtedness, nor do they include an extraordinary loss of
approximately  $2 million to  be recognized upon  retirement of DIMAC's existing
credit facility.
    

   
    The Merger will be accounted for as a purchase. The purchase price has  been
allocated  in the  Pro Forma  Statements to  the assets  to be  acquired and the
liabilities to be assumed on a preliminary basis based on management's estimates
of their fair values. The allocation of the purchase price is subject to  change
based on the completion of an independent appraisal. Management does not believe
that  the final  allocation of  the purchase price  or the  related useful lives
assigned to acquired assets  will be materially  different from the  preliminary
amounts presented in the Pro Forma Statements.
    

   
    As  a result  of the  Merger, the amounts  of Heritage's  goodwill and other
intangible assets and indebtedness  will substantially increase from  historical
levels. Heritage continually reevaluates the propriety of the carrying amount of
goodwill  and other  intangibles as well  as the related  amortization period to
determine whether current  events and circumstances  warrant adjustments to  the
carrying  values and/or  revised estimates of  useful lives.  This evaluation is
based on  Heritage's  projection of  the  undiscounted operating  income  before
depreciation,  amortization  and  interest  over  the  remaining  lives  of  the
amortization periods of related goodwill and intangible assets. The  projections
are  based on the historical trend line of actual results since the commencement
of operations and  adjusted for expected  changes in operating  results. To  the
extent  such  projections indicate  that the  undiscounted operating  income (as
defined above) is not expected to be adequate to recover the carrying amounts of
related intangibles,  such  carrying amounts  are  written down  by  charges  to
expense  in amounts  equal to  the excess of  the carrying  amount of intangible
assets  over  related  undiscounted  operating  income.  Based  on  undiscounted
operating  income (as defined above) derived from current operating projections,
management does not believe that an impairment of goodwill and other intangibles
will exist on the effective date of the Merger.
    

    The  Pro  Forma  Statements  and  accompanying  notes  should  be  read   in
conjunction  with  the consolidated  financial statements  and related  notes of
Heritage, DIMAC  and the  financial statements  of other  companies acquired  by
DIMAC  incorporated by reference  in the Joint  Proxy Statement/ Prospectus. The
Pro Forma  Statements do  not  purport to  present  what Heritage's  results  of
operations  or financial position actually would have been had such transactions
or events occurred on the dates  indicated, or to project Heritage's results  of
operations  or financial position for  any future period or  at any future date.
The pro  forma adjustments  are  based upon  available information  and  certain
adjustments   that  management  believes  are  reasonable.  In  the  opinion  of
management, all adjustments have been made that are necessary to present  fairly
the Pro Forma Statements.

                                       40
<PAGE>
                  HERITAGE MEDIA CORPORATION AND SUBSIDIARIES
              UNAUDITED PRO FORMA CONDENSED COMBINED BALANCE SHEET
                               SEPTEMBER 30, 1995
                                 (IN THOUSANDS)
   
<TABLE>
<CAPTION>
                                                   PRO FORMA                                  PRO FORMA
                                                ADJUSTMENTS FOR                            ADJUSTMENTS FOR
                                    HERITAGE    OTHER HERITAGE   HERITAGE AS     DIMAC       OTHER DIMAC     DIMAC AS
ASSETS                             HISTORICAL   TRANSACTIONS(A)   ADJUSTED    HISTORICAL   TRANSACTIONS(B)   ADJUSTED
- ---------------------------------  -----------  ---------------  -----------  -----------  ---------------  -----------
<S>                                <C>          <C>              <C>          <C>          <C>              <C>
Cash and cash equivalents........   $   1,788      $     (23)     $   1,765    $  --          $      66      $      66
Short-term investments...........       4,750                         4,750       --                            --
Trade receivables, net...........      66,308           (472)        65,836       26,552          3,391         29,943
Inventory........................       6,201                         6,201        8,737                         8,737
Prepaid expenses and other.......       6,372            (66)         6,306        1,397             72          1,469
Deferred income taxes............       5,385                         5,385          166                           166
                                   -----------  ---------------  -----------  -----------  ---------------  -----------
  Total current assets...........      90,804           (561)        90,243       36,852          3,529         40,381
Property and equipment, net......      58,374         (1,987)        56,387       19,276          1,500         20,776
Goodwill and other intangibles,
 net.............................     392,046         (5,202)       386,844       25,232         13,227         38,459
Other assets.....................       9,919            (75)         9,844                                     --
                                   -----------  ---------------  -----------  -----------  ---------------  -----------
                                    $ 551,143      $  (7,825)     $ 543,318    $  81,360      $  18,256      $  99,616
                                   -----------  ---------------  -----------  -----------  ---------------  -----------
                                   -----------  ---------------  -----------  -----------  ---------------  -----------
LIABILITIES AND EQUITY
- ---------------------------------
Current portion of long-term
 debt............................   $   3,278      $     (35)     $   3,243    $   6,856      $       3      $   6,859
Accounts payable and accrued
 expenses........................      56,011           (171)        55,840       14,268          1,561         15,829
Other current liabilities........      28,523            (54)        28,469       10,589            690         11,279
                                   -----------  ---------------  -----------  -----------  ---------------  -----------
  Total current liabilities......      87,812           (260)        87,552       31,713          2,254         33,967
Long-term debt, less current
 portion.........................     347,102        (14,048)       333,054       44,606         16,002         60,608
Other long-term liabilities......       2,503            (29)         2,474        2,230                         2,230
Deferred income taxes............       5,001                         5,001       --                            --
Stockholders' equity.............     108,725          6,512        115,237        2,811                         2,811
                                   -----------  ---------------  -----------  -----------  ---------------  -----------
                                    $ 551,143      $  (7,825)     $ 543,318    $  81,360      $  18,256      $  99,616
                                   -----------  ---------------  -----------  -----------  ---------------  -----------
                                   -----------  ---------------  -----------  -----------  ---------------  -----------

<CAPTION>
                                      PRO FORMA                      PRO FORMA
                                   ADJUSTMENTS FOR                ADJUSTMENTS FOR   PRO FORMA
                                   MERGER AND DEBT    PRO FORMA   OPTIONAL STOCK   COMBINED AS
ASSETS                                 OFFERING       COMBINED     CONSIDERATION     ADJUSTED
- ---------------------------------  ----------------  -----------  ---------------  ------------
<S>                                <C>               <C>          <C>              <C>
Cash and cash equivalents........   $   146,413(c)    $   1,831      $              $    1,831
                                          3,669(d)
                                       (150,082)(f)
Short-term investments...........                         4,750                          4,750
Trade receivables, net...........                        95,779                         95,779
Inventory........................                        14,938                         14,938
Prepaid expenses and other.......                         7,775                          7,775
Deferred income taxes............                         5,551                          5,551
                                   ----------------  -----------  ---------------  ------------
  Total current assets...........         --            130,624         --             130,624
Property and equipment, net......                        77,163                         77,163
Goodwill and other intangibles,
 net.............................       195,423(f)      627,726                        627,726
                                          7,000(h)
Other assets.....................         3,587(c)       15,062                         15,062
                                          1,631(g)
                                   ----------------  -----------  ---------------  ------------
                                    $   207,641       $ 850,575      $  --          $  850,575
                                   ----------------  -----------  ---------------  ------------
                                   ----------------  -----------  ---------------  ------------
LIABILITIES AND EQUITY
- ---------------------------------
Current portion of long-term
 debt............................   $    (6,250)(e)   $   3,852      $              $    3,852
Accounts payable and accrued
 expenses........................         4,500(f)       76,169                         76,169
Other current liabilities........                        39,748                         39,748
                                   ----------------  -----------  ---------------  ------------
  Total current liabilities......        (1,750)        119,769         --             119,769
Long-term debt, less current
 portion.........................       150,000(c)      596,199        (47,535)(i)     548,664
                                          6,250(e)
                                         44,656(f)
                                          1,631(g)
Other long-term liabilities......                         4,704                          4,704
Deferred income taxes............         7,000(h)       12,001                         12,001
Stockholders' equity.............         3,669(d)      117,902         47,535(i)      165,437
                                          2,665(f)
                                         (6,480)(f)
                                   ----------------  -----------  ---------------  ------------
                                    $   207,641       $ 850,575      $  --          $  850,575
                                   ----------------  -----------  ---------------  ------------
                                   ----------------  -----------  ---------------  ------------
</TABLE>
    

                See accompanying notes to Pro Forma Statements.

                                       41
<PAGE>
                  HERITAGE MEDIA CORPORATION AND SUBSIDIARIES
         UNAUDITED PRO FORMA CONDENSED COMBINED STATEMENT OF OPERATIONS
                          YEAR ENDED DECEMBER 31, 1994
                     (IN THOUSANDS, EXCEPT PER SHARE DATA)
   
<TABLE>
<CAPTION>
                                                  PRO FORMA                                    PRO FORMA
                                               ADJUSTMENTS FOR                              ADJUSTMENTS FOR
                                  HERITAGE     OTHER HERITAGE    HERITAGE AS     DIMAC        OTHER DIMAC      DIMAC AS
                                 HISTORICAL   TRANSACTIONS (A)    ADJUSTED    HISTORICAL   TRANSACTIONS (B)    ADJUSTED
                                 -----------  -----------------  -----------  -----------  -----------------  -----------
<S>                              <C>          <C>                <C>          <C>          <C>                <C>
Net revenues...................   $ 317,628       $  64,859       $ 382,487    $ 100,012       $  46,995       $ 147,007
                                 -----------       --------      -----------  -----------       --------      -----------
Cost of services...............     150,970          53,323         204,293       65,430          28,670          94,100
Selling, general and
 administrative................      76,600          11,392          87,992       20,629          11,844          32,473
Depreciation...................      14,676             (87)         14,589        2,155           1,413           3,568
Amortization...................      12,622           1,277          13,899          744             938           1,682
Other..........................       4,922                           4,922          135              42             177
                                 -----------       --------      -----------  -----------       --------      -----------
    Total operating
     expenses..................     259,790          65,905         325,695       89,093          42,907         132,000
                                 -----------       --------      -----------  -----------       --------      -----------
    Operating income...........      57,838          (1,046)         56,792       10,919           4,088          15,007
                                 -----------       --------      -----------  -----------       --------      -----------
Interest expense, net..........     (30,373)         (3,503)        (33,876)      (6,069)           (577)         (6,646)
Other expense, net.............      (2,424)          1,439            (985)      --                              --
                                 -----------       --------      -----------  -----------       --------      -----------
    Income before income
     taxes.....................      25,041          (3,110)         21,931        4,850           3,511           8,361
Income taxes...................       2,742                           2,742        1,865           1,370           3,235
                                 -----------       --------      -----------  -----------       --------      -----------
    Income (loss) before
     extraordinary item........      22,299          (3,110)         19,189    $   2,985       $   2,141       $   5,126
                                                                              -----------       --------      -----------
                                                                              -----------       --------      -----------
Dividends and accretion........     (19,651)         19,651          --
                                 -----------       --------      -----------
Income applicable to common
 stock before extraordinary
 item..........................   $   2,648       $  16,541       $  19,189
                                 -----------       --------      -----------
                                 -----------       --------      -----------
Income per share before
 extraordinary item............   $    0.15                       $    1.10    $    0.64                       $    0.79
                                 -----------                     -----------  -----------                     -----------
                                 -----------                     -----------  -----------                     -----------
Weighted average shares
 outstanding...................      17,381              94          17,475
                                 -----------       --------      -----------
                                 -----------       --------      -----------

<CAPTION>
                                    PRO FORMA                      PRO FORMA
                                 ADJUSTMENTS FOR                ADJUSTMENTS FOR    PRO FORMA
                                 MERGER AND DEBT    PRO FORMA    OPTIONAL STOCK   COMBINED AS
                                     OFFERING       COMBINED     CONSIDERATION      ADJUSTED
                                 ----------------  -----------  ----------------  ------------
<S>                              <C>               <C>          <C>               <C>
Net revenues...................    $                $ 529,494     $                $  529,494
                                 ----------------  -----------     --------       ------------
Cost of services...............                       298,393                         298,393
Selling, general and
 administrative................         (346)(j)      120,119                         120,119
Depreciation...................                        18,157                          18,157
Amortization...................        6,340(k)        21,921                          21,921
Other..........................                         5,099                           5,099
                                 ----------------  -----------     --------       ------------
    Total operating
     expenses..................        5,994          463,689          --             463,689
                                 ----------------  -----------     --------       ------------
    Operating income...........       (5,994)          65,805          --              65,805
                                 ----------------  -----------     --------       ------------
Interest expense, net..........      (18,051)(l)      (58,573)        4,278(n)        (54,295)
Other expense, net.............                          (985)                           (985)
                                 ----------------  -----------     --------       ------------
    Income before income
     taxes.....................      (24,045)           6,247         4,278            10,525
Income taxes...................       (2,701)(m)        3,276                           3,276
                                 ----------------  -----------     --------       ------------
    Income (loss) before
     extraordinary item........    $ (21,344)           2,971     $   4,278        $    7,249
                                 ----------------                  --------
                                 ----------------                  --------
Dividends and accretion........                        --                              --
                                                   -----------                    ------------
Income applicable to common
 stock before extraordinary
 item..........................                     $   2,971                      $    7,249
                                                   -----------                    ------------
                                                   -----------                    ------------
Income per share before
 extraordinary item............                     $     .17                      $      .38
                                                   -----------                    ------------
                                                   -----------                    ------------
Weighted average shares
 outstanding...................                        17,475         1,761(n)         19,236
                                                   -----------     --------       ------------
                                                   -----------     --------       ------------
</TABLE>
    

                See accompanying notes to Pro Forma Statements.

                                       42
<PAGE>
                  HERITAGE MEDIA CORPORATION AND SUBSIDIARIES
         UNAUDITED PRO FORMA CONDENSED COMBINED STATEMENT OF OPERATIONS
                      NINE MONTHS ENDED SEPTEMBER 30, 1995
                     (IN THOUSANDS, EXCEPT PER SHARE DATA)
   
<TABLE>
<CAPTION>
                                                  PRO FORMA                                  PRO FORMA
                                               ADJUSTMENTS FOR                            ADJUSTMENTS FOR
                                   HERITAGE    OTHER HERITAGE   HERITAGE AS     DIMAC       OTHER DIMAC     DIMAC AS
                                  HISTORICAL   TRANSACTIONS(A)   ADJUSTED    HISTORICAL   TRANSACTIONS(B)   ADJUSTED
                                  -----------  ---------------  -----------  -----------  ---------------  -----------
<S>                               <C>          <C>              <C>          <C>          <C>              <C>
Net revenues....................   $ 299,065      $  (1,574)     $ 297,491    $  89,030      $  27,209      $ 116,239
                                  -----------       -------     -----------  -----------  ---------------  -----------
Cost of services................     170,995           (316)       170,679       55,865         17,133         72,998
Selling, general and
 administrative.................      59,391            (16)        59,375       18,202          6,845         25,047
Depreciation....................      11,081           (214)        10,867        2,056            286          2,342
Amortization....................      10,125            289         10,414          956            490          1,446
Other...........................      --                            --               73                            73
                                  -----------       -------     -----------  -----------  ---------------  -----------
    Total operating expenses....     251,592           (257)       251,335       77,152         24,754        101,906
                                  -----------       -------     -----------  -----------  ---------------  -----------
    Operating income............      47,473         (1,317)        46,156       11,878          2,455         14,333
                                  -----------       -------     -----------  -----------  ---------------  -----------
Interest expense, net...........     (26,190)           262        (25,928)      (3,574)        (1,365)        (4,939)
Other expense, net..............         (77)                          (77)                                    --
                                  -----------       -------     -----------  -----------  ---------------  -----------
    Income (loss) before income
     taxes......................      21,206         (1,055)        20,151        8,304          1,090          9,394
Income taxes....................       5,602                         5,602        3,187            433          3,620
                                  -----------       -------     -----------  -----------  ---------------  -----------
    Income (loss) before
     extraordinary item.........   $  15,604      $  (1,055)     $  14,549    $   5,117      $     657      $   5,774
                                  -----------       -------     -----------  -----------  ---------------  -----------
                                  -----------       -------     -----------  -----------  ---------------  -----------
Income per share before
 extraordinary item.............   $    0.88                     $    0.82    $    0.77                     $    0.87
                                  -----------                   -----------  -----------                   -----------
                                  -----------                   -----------  -----------                   -----------
Weighted average shares
 outstanding....................      17,666                        17,666
                                  -----------                   -----------
                                  -----------                   -----------

<CAPTION>
                                     PRO FORMA                      PRO FORMA
                                  ADJUSTMENTS FOR                ADJUSTMENTS FOR    PRO FORMA
                                  MERGER AND DEBT    PRO FORMA    OPTIONAL STOCK   COMBINED AS
                                      OFFERING       COMBINED     CONSIDERATION      ADJUSTED
                                  ----------------  -----------  ----------------  ------------
<S>                               <C>               <C>          <C>               <C>
Net revenues....................    $                $ 413,730     $                $  413,730
                                     --------       -----------      -------       ------------
Cost of services................                       243,677                         243,677
Selling, general and
 administrative.................         (460)(j)       83,962                          83,962
Depreciation....................                        13,209                          13,209
Amortization....................        4,570(k)        16,430                          16,430
Other...........................                            73                              73
                                     --------       -----------      -------       ------------
    Total operating expenses....        4,110          357,351          --             357,351
                                     --------       -----------      -------       ------------
    Operating income............       (4,110)          56,379          --              56,379
                                     --------       -----------      -------       ------------
Interest expense, net...........      (13,583)(l)      (44,450)        3,209(n)        (41,241)
Other expense, net..............                           (77)                            (77)
                                     --------       -----------      -------       ------------
    Income (loss) before income
     taxes......................      (17,693)          11,852         3,209            15,061
Income taxes....................       (4,099)(m)        5,123         2,662(n)          7,785
                                     --------       -----------      -------       ------------
    Income (loss) before
     extraordinary item.........    $ (13,594)       $   6,729     $     547        $    7,276
                                     --------       -----------      -------       ------------
                                     --------       -----------      -------       ------------
Income per share before
 extraordinary item.............                     $    0.38                      $     0.37
                                                    -----------                    ------------
                                                    -----------                    ------------
Weighted average shares
 outstanding....................                        17,666         1,761(n)         19,427
                                                    -----------      -------       ------------
                                                    -----------      -------       ------------
</TABLE>
    

                See accompanying notes to Pro Forma Statements.

                                       43
<PAGE>
                         NOTES TO PRO FORMA STATEMENTS

   
(a) Balance sheet adjustments for Other Heritage Transactions give effect to the
    sale  of television station KEVN in Rapid City, South Dakota for $14 million
    (the KEVN sale), which  sale is expected to  be consummated in January  1996
    and result in a $6.5 million gain, and the related elimination of historical
    assets  and liabilities of KEVN,  as if such sale  had occurred on September
    30, 1995.
    

   
   Statements of Operations adjustments for Other Heritage Transactions for  the
    year  ended December 31, 1994  and the nine months  ended September 30, 1995
    are presented below in columnar form. The sale proceeds or fundings relating
    to the transactions discussed in (1)-(6) below are assumed to be applied  to
    amounts   outstanding  under  Heritage's   credit  agreement  at  Heritage's
    historical weighted average interest rates of  7% and 9% for the year  ended
    December   31,  1994  and   the  nine  months   ended  September  30,  1995,
    respectively, assuming all such transactions were consummated as of  January
    1,  1994. The pro forma adjustments relating to the acquisition transactions
    reflect the historical operating results of the respective businesses  prior
    to  their acquisition by Heritage and include adjustments to amortization to
    reflect  amounts  allocated  to  intangible  assets  as  a  result  of   the
    acquisitions  over periods  of 40  and 15  years for  in-store marketing and
    radio station acquisitions, respectively.
    

   
                          YEAR ENDED DECEMBER 31, 1994
                                 (IN THOUSANDS)
    

   
<TABLE>
<CAPTION>
                                                                                                                 PRO FORMA
                                                             HISTORICAL                                         ADJUSTMENTS
                                      ---------------------------------------------------------                  FOR OTHER
                                                   STRATEGIUM        OTHER                         PRO FORMA      HERITAGE
                                      POWERFORCE      MEDIA     ACQUISITIONS (1) DISPOSITIONS (2)  ADJUSTMENTS  TRANSACTIONS
                                      -----------  -----------  ---------------  --------------  -------------  ------------
<S>                                   <C>          <C>          <C>              <C>             <C>            <C>
Net revenues........................   $  58,901    $   8,092      $   3,015       $   (5,149)   $    --         $   64,859
                                      -----------  -----------       -------          -------    -------------  ------------
Cost of services....................      51,658        2,005          1,280           (1,620)                       53,323
Selling, general and
 administrative.....................       6,225        5,775          1,036           (1,644)                       11,392
Depreciation........................         329          215            191             (822)                          (87)
Amortization........................         155                         534             (224)         812(3)         1,277
Other...............................                                                                                 --
                                      -----------  -----------       -------          -------    -------------  ------------
    Total operating expenses........      58,367        7,995          3,041           (4,310)         812           65,905
                                      -----------  -----------       -------          -------    -------------  ------------
    Operating income (loss).........         534           97            (26)            (839)        (812)          (1,046)
Interest expense, net...............        (155)                       (143)                       (3,205)(4)       (3,503)
Other expense, net..................                                                                 1,439(5)         1,439
                                      -----------  -----------       -------          -------    -------------  ------------
    Income (loss) before
     extraordinary items............         379           97           (169)            (839)      (2,578)          (3,110)
Dividends and accretion.............                                                                19,651(6)        19,651
                                      -----------  -----------       -------          -------    -------------  ------------
Net income applicable to common
 stock..............................   $     379    $      97      $    (169)      $     (839)   $  17,073       $   16,541
                                      -----------  -----------       -------          -------    -------------  ------------
                                      -----------  -----------       -------          -------    -------------  ------------
Weighted average shares
 outstanding........................                                                                    94(6)            94
                                                                                                 -------------  ------------
                                                                                                 -------------  ------------
</TABLE>
    

                                       44
<PAGE>
   
                      NINE MONTHS ENDED SEPTEMBER 30, 1995
                                 (IN THOUSANDS)
    

   
<TABLE>
<CAPTION>
                                                                                                        PRO FORMA
                                                                  HISTORICAL                           ADJUSTMENTS
                                                        ------------------------------                  FOR OTHER
                                                             OTHER                        PRO FORMA      HERITAGE
                                                        ACQUISITIONS (1) DISPOSITION (2)  ADJUSTMENTS  TRANSACTIONS
                                                        ---------------  -------------  -------------  ------------
<S>                                                     <C>              <C>            <C>            <C>
Net revenues..........................................     $     869       $  (2,443)     $  --         $   (1,574)
                                                             -------     -------------       ------    ------------
Cost of services......................................           309            (625)                         (316)
Selling, general and administrative...................           583            (599)                          (16)
Depreciation..........................................           117            (331)                         (214)
Amortization..........................................           166            (123)           246(6)         289
Other.................................................                                                      --
                                                             -------     -------------       ------    ------------
  Total operating expenses............................         1,175          (1,678)           246           (257)
                                                             -------     -------------       ------    ------------
  Operating income....................................          (306)           (765)          (246)        (1,317)
Interest expense, net.................................          (293)                           555(4)         262
Other expense, net....................................                                                      --
                                                             -------     -------------       ------    ------------
    Income (loss) before extraordinary items..........     $    (599)      $    (765)     $     309     $   (1,055)
                                                             -------     -------------       ------    ------------
                                                             -------     -------------       ------    ------------
</TABLE>
    

   
    (1)Represents  historical  operating  results  of  radio  stations  KIHT
       (acquired  March 1994), KKCJ (acquired April 1995) and KXYQ (acquired
       June 1995) for the periods prior to their acquisition by Heritage.
    

   
    (2)Represents historical  operating results  of  KDLT (sold  in  October
       1994)  and KEVN (expected to be sold in January 1996) for the periods
       prior to their sale or anticipated sale by Heritage.
    

   
    (3)Represents  net  additional   amortization  expense  resulting   from
       Heritage's acquisitions and dispositions as follows (in thousands):
    

   
<TABLE>
<CAPTION>
                                                                   YEAR ENDED      NINE MONTHS
                                                                  DECEMBER 31,   ENDED SEPTEMBER
                                                                      1994          30, 1995
                                                                  -------------  ---------------
<S>                                                               <C>            <C>
Eliminate historical amortization expense of acquirees..........    $    (689)      $     (43)
Add amortization expense relating to new intangible balances for
 periods prior to acquisition
 Powerforce ($5.7 million over 40 years)........................          143          --
 Strategium Media ($18.4 million over 40 years).................          384          --
 Radio station acquisitions ($19.9 million over 15 years).......          974             289
                                                                       ------           -----
    Pro forma adjustment........................................    $     812       $     246
                                                                       ------           -----
                                                                       ------           -----
</TABLE>
    

                                       45
<PAGE>
   
    (4)Represents  net additional interest expense resulting from Heritage's
       acquisitions and dispositions as follows (in thousands):
    

   
<TABLE>
<CAPTION>
                                                                   YEAR ENDED     NINE MONTHS
                                                                  DECEMBER 31,  ENDED SEPTEMBER
                                                                      1994         30, 1995
                                                                  ------------  ---------------
<S>                                                               <C>           <C>
Eliminate historical interest expense of acquirees..............   $      298      $     293
Add interest expense relating to new amounts of debt outstanding
 for periods prior to acquisition
 Powerforce ($7.3 million of additional debt)...................         (511)        --
 Strategium Media ($17.8 million of additional debt)............       (1,410)        --
 Radio station acquisitions ($22.7 million and $14.9 million of
 additional debt in 1994 and 1995, respectively)................       (1,179)          (683)
Add interest expense for additional debt used to retire the
 settlement rights ($39 million)................................       (1,593)        --
Deduct interest expense for net proceeds from dispositions......        1,190            945
                                                                  ------------        ------
    Pro forma adjustment........................................   $   (3,205)     $     555
                                                                  ------------        ------
                                                                  ------------        ------
</TABLE>
    

   
    (5)Represents the elimination of the historical loss on the sale of KDLT
       in October 1994 of $1.4 million.
    

   
    (6)Represents the  elimination  of historical  dividends  on  Heritage's
       preferred  stock which was converted to  common stock in January 1994
       and accretion on Heritage's settlement  rights which were retired  in
       July  1994. Assuming  the conversion  of preferred  stock occurred on
       January 1, 1994 also results in  an increase of 94,000 shares in  the
       weighted  average shares outstanding for  the year ended December 31,
       1994.
    

   
(b) The unaudited pro forma condensed combined balance sheet as of September 30,
    1995 and the unaudited pro forma  consolidated statements of income for  the
    year  ended December 31, 1994  and the nine months  ended September 30, 1995
    give pro  forma  effect  for  other DIMAC  Transactions  which  include  the
    acquisitions  of The Direct Marketing Group, Inc. (May 31, 1994), Palm Coast
    Data, Ltd. (May  1, 1995), and  T.R. McClure and  Company, Inc. and  Related
    Companies  (October  2, 1995),  as well  as the  initial public  offering of
    DIMAC's common stock (August 3, 1994), as follows:
    

                                       46
<PAGE>
   
                               SEPTEMBER 30, 1995
                                 (IN THOUSANDS)
    

   
<TABLE>
<CAPTION>
                                                                        MCCLURE                      PRO FORMA
                                                                      HISTORICAL                  ADJUSTMENTS FOR
                                                                         AS OF       PRO FORMA      OTHER DIMAC
                                                                        9/30/95     ADJUSTMENTS    TRANSACTIONS
                                                                      -----------  -------------  ---------------
<S>                                                                   <C>          <C>            <C>
ASSETS
Cash and cash equivalents...........................................   $     270   $    (204)(1)    $        66
Trade receivables, net..............................................       3,391        --                3,391
Prepaid expenses and other..........................................          72        --                   72
                                                                      -----------  -------------  ---------------
    Total current assets............................................       3,733        (204)             3,529
Property and equipment, net.........................................         922         578(2)           1,500
Goodwill and other intangibles, net.................................      --          13,227(2)          13,227
Other assets........................................................         182        (182)(1)        --
                                                                      -----------  -------------  ---------------
                                                                       $   4,837   $  13,419        $    18,256
                                                                      -----------  -------------  ---------------
                                                                      -----------  -------------  ---------------
LIABILITIES AND EQUITY
Current portion of long-term debt...................................   $   1,446   $  (1,443)(3)    $         3
Accounts payable and accrued expenses...............................       1,601         (40)(3)          1,561
Other current liabilities...........................................         756         (66)(3)            690
                                                                      -----------  -------------  ---------------
    Total current liabilities.......................................       3,803      (1,549)             2,254
Long-term debt, less current portion................................         463      15,539(4)          16,002
Stockholders' equity................................................         571        (571)(5)        --
                                                                      -----------  -------------  ---------------
                                                                       $   4,837   $  13,419        $    18,256
                                                                      -----------  -------------  ---------------
                                                                      -----------  -------------  ---------------
</TABLE>
    

   
    (1) Reflects assets not acquired by DIMAC.
    

   
    (2) Reflects  the  preliminary allocation  of  the purchase  price  paid  to
       McClure stockholders over the net historical cost of assets acquired. The
       preliminary  allocation of  the purchase  price does  not include amounts
       payable under certain contingent  payment obligations. Such payments  are
       based  on the attainment by the  newly formed McClure Group subsidiary of
       certain financial and operations performance  targets over the next  four
       years.  The contingent payment obligations, if any, will be accounted for
       as additional goodwill as the payments are made.
    

   
    (3) Reflects elimination of debt not assumed by DIMAC.
    

   
    (4) Reflects  the recording  of net  additional debt  incurred by  DIMAC  to
       acquire McClure.
    

   
    (5)  Reflects the elimination of all McClure  equity balances as a result of
       the acquisition.
    

                                       47
<PAGE>
   
                          YEAR ENDED DECEMBER 31, 1994
                                 (IN THOUSANDS)
    

   
<TABLE>
<CAPTION>
                                                                                                       PRO FORMA
                                                                                                      ADJUSTMENTS
                                                                                                       FOR OTHER
                                                     DMG      PALM COAST    MCCLURE     PRO FORMA        DIMAC
                                                 HISTORICAL   HISTORICAL   HISTORICAL  ADJUSTMENTS    TRANSACTIONS
                                                 -----------  -----------  ---------  --------------  ------------
<S>                                              <C>          <C>          <C>        <C>             <C>
Net revenues...................................   $   6,937    $  12,916   $  27,142  $     --         $   46,995
Cost of services...............................       4,455        7,372      16,843        --             28,670
Selling, general and administrative............       2,022        3,040       9,482      (2,700)(6)       11,844
Depreciation...................................         171          875         225         142(7)         1,413
Amortization...................................          32           33      --             873(8)           938
Other..........................................      --               42      --            --                 42
                                                 -----------  -----------  ---------  --------------  ------------
    Total operating expenses...................       6,680       11,362      26,550      (1,685)          42,907
                                                 -----------  -----------  ---------  --------------  ------------
Operating income...............................         257        1,554         592       1,685            4,088
Interest expense, net..........................        (267)        (314)        (22)         26(9)          (577)
                                                 -----------  -----------  ---------  --------------  ------------
Income (loss) before income taxes..............         (10)       1,240         570       1,711            3,511
Income taxes...................................           3       --              20       1,347 (10        1,370
                                                 -----------  -----------  ---------  --------------  ------------
Income (loss) before extraordinary
 item..........................................   $     (13)   $   1,240   $     550  $      364       $    2,141
                                                 -----------  -----------  ---------  --------------  ------------
                                                 -----------  -----------  ---------  --------------  ------------
</TABLE>
    

   
                      NINE MONTHS ENDED SEPTEMBER 30, 1995
                                 (IN THOUSANDS)
    

   
<TABLE>
<CAPTION>
                                                                                                      PRO FORMA
                                                                                                     ADJUSTMENTS
                                                                                                      FOR OTHER
                                                             PALM COAST    MCCLURE     PRO FORMA        DIMAC
                                                             HISTORICAL   HISTORICAL  ADJUSTMENTS    TRANSACTIONS
                                                             -----------  ---------  --------------  ------------
<S>                                                          <C>          <C>        <C>             <C>
Net revenues...............................................   $   5,198   $  22,011  $     --         $   27,209
Cost of services...........................................       2,874      14,259        --             17,133
Selling, general and administrative........................       1,023       7,289     (1,467)(6)         6,845
Depreciation...............................................          26         218         42(7)            286
Amortization...............................................         127      --            363(8)            490
                                                             -----------  ---------    -------       ------------
    Total operating expenses...............................       4,050      21,766     (1,062)           24,754
                                                             -----------  ---------    -------       ------------
Operating income...........................................       1,148         245      1,062             2,455
Interest expense, net......................................         (89)        (44)    (1,232)(9)        (1,365)
Other expense, net.........................................        (349)     --            349 (11        --
                                                             -----------  ---------    -------       ------------
Income (loss) before income taxes..........................         710         201        179             1,090
Income taxes...............................................      --              48        385 (10           433
                                                             -----------  ---------    -------       ------------
Income (loss) before extraordinary item....................   $     710   $     153  $    (206)       $      657
                                                             -----------  ---------    -------       ------------
                                                             -----------  ---------    -------       ------------
</TABLE>
    

   
    (6) The selling, general and administrative expense adjustment is as follows
       (in thousands):
    

   
<TABLE>
<CAPTION>
                                                                                 NINE MONTHS
                                                                   YEAR ENDED       ENDED
                                                                  DECEMBER 31,  SEPTEMBER 30,
                                                                      1994          1995
                                                                  ------------  -------------
<S>                                                               <C>           <C>
Elimination of costs associated with management positions
 eliminated in connection with the sale of DMG to DIMAC and
 certian professional fees incurred by DMG and McClure in
 anticipation of each sale......................................   $     (400)    $    (100)
Elimination of discretionary bonuses related to subchapter S
 status.........................................................       (2,300)       (1,367)
                                                                  ------------  -------------
                                                                   $   (2,700)    $  (1,467)
                                                                  ------------  -------------
                                                                  ------------  -------------
</TABLE>
    

                                       48
<PAGE>
   
    (7)  The  depreciation  adjustment  (based  on  preliminary  purchase  price
       allocation) is as follows (in thousands):
    

   
<TABLE>
<CAPTION>
                                                                                  NINE MONTHS
                                                                   YEAR ENDED        ENDED
                                                                  DECEMBER 31,   SEPTEMBER 30,
                                                                      1994           1995
                                                                  -------------  -------------
<S>                                                               <C>            <C>
Increase in depreciation........................................    $     142      $      42
                                                                  -------------  -------------
                                                                  -------------  -------------
</TABLE>
    

   
    (8) The amortization expense adjustment (based on preliminary purchase price
       allocation) is as follows (in thousands):
    

   
<TABLE>
<CAPTION>
                                                                                  NINE MONTHS
                                                                   YEAR ENDED        ENDED
                                                                  DECEMBER 31,   SEPTEMBER 30,
                                                                      1994           1995
                                                                  -------------  -------------
<S>                                                               <C>            <C>
Increase in amortization of goodwill (based on a preliminary
 weighted average life of 25 years).............................    $     848      $     490
Increase in amortization of non-compete agreements (based on a
 life of 4 years)...............................................           49         --
Increase in amortization of customer list (based on preliminary
 life of 10 years)..............................................           41         --
Elimination of historical amortization on assets not acquired...          (65)          (127)
                                                                  -------------  -------------
                                                                    $     873      $     363
                                                                  -------------  -------------
                                                                  -------------  -------------
</TABLE>
    

   
    (9) The interest expense adjustment is as follows (in thousands):
    

   
<TABLE>
<CAPTION>
                                                                                  NINE MONTHS
                                                                   YEAR ENDED        ENDED
                                                                  DECEMBER 31,   SEPTEMBER 30,
                                                                      1994           1995
                                                                  -------------  -------------
<S>                                                               <C>            <C>
Elimination of historical interest expense on debt not
 assumed........................................................    $    (481)     $    (125)
Increase in interest expense on debt incurred by DIMAC for the
 various acquisitions (based on the average effective interest
 rate of the acquisition debt)..................................        2,694          1,357
Amortization of debt issuance costs relating to debt incurred by
 DIMAC for the various acquisitions.............................          111         --
Elimination of interest expense on redemption of $25,000
 principal of debt retired from proceeds of the initial public
 offering.......................................................       (2,066)        --
Elimination of pro rata portion of interest expense on debt
 incurred by DIMAC for the DMG acquisition repaid from proceeds
 of the initial public offering.................................         (140)        --
Elimination of amortization of debt issuance costs and original
 issue discount on debt retired from proceeds of the initial
 public offering................................................         (144)        --
                                                                  -------------  -------------
                                                                    $     (26)     $   1,232
                                                                  -------------  -------------
                                                                  -------------  -------------
</TABLE>
    

   
    (10)  Reflects the tax effects of  the various transactions based on DIMAC's
       estimated marginal tax rate of 39.0%.
    

   
    (11) Elimination  of  historical expense  as  a  result of  the  Palm  Coast
       write-offs prior to acquisition.
    

   
(c)  Reflects the issuance of $150 million of Notes at an interest rate of 9.25%
    and receipt  of  related  proceeds,  net of  estimated  financing  costs  of
    $3,587,000.
    

(d)  Reflects the  exercise of options  by DIMAC management  to purchase 299,250
    shares of DIMAC common  stock at various exercise  prices and the  resultant
    receipt  of cash. Management believes that these optionholders will exercise
    such options prior to consummation of the Merger.

                                       49
<PAGE>
(e) Reflects  the reclassification  of  the current  portion of  DIMAC's  credit
    agreement  to long-term as  the new DIMAC credit  agreement will not require
    principal payments until 1997.

   
(f) Reflects consummation of the Merger  for total consideration as follows  (in
    thousands):
    

   
<TABLE>
<CAPTION>
                                                                                          ASSUMES CASH
                                                                           ASSUMES CASH     AND STOCK
                                                                              MERGER         MERGER
                                                                           CONSIDERATION  CONSIDERATION
                                                                           -------------  -------------
<S>                                                                        <C>            <C>
Consideration paid to DIMAC shareholders
  Cash (6,790,655 shares outstanding x $28)..............................   $   190,138        --
  Cash (6,790,655 shares outstanding x $21)..............................       --             142,603
  Heritage stock (6,790,655 shares x $7).................................       --              47,535
Consideration paid to remaining DIMAC optionholder.......................         2,665          2,665
Acquisition fees paid to advisors........................................         4,600          4,600
                                                                           -------------  -------------
    Total consideration paid.............................................   $   197,403        197,403
                                                                           -------------  -------------
                                                                           -------------  -------------
</TABLE>
    

   
    For  purposes of  the Pro  Forma Statements,  the Heritage  Trading Price is
    assumed to be $27 per share,  resulting in the issuance of 1,761,000  shares
    of  Heritage  Common  Stock.  Consideration  paid  to  the  remaining  DIMAC
    optionholder results from the exchange of "in-the-money" options to purchase
    155,000 shares of DIMAC Common Stock for options to purchase the same number
    of  shares  of  Heritage  Common  Stock  with  equivalent  exercise  prices,
    resulting  in the issuance of Heritage  "in-the-money" options with a market
    value of $2,665,000 assuming a Heritage Trading Price of $27 per share.  See
    (d) for pro forma treatment of remaining DIMAC options.
    

   
    The purchase price has been allocated as follows (in thousands):
    

   
<TABLE>
<S>                                                           <C>        <C>
Purchase price                                                           $ 197,403
Historical book values of DIMAC assets and liabilities
  Cash ($66 plus $3,669 (see (d) above))....................      3,735
  Trade receivables, net....................................     29,943
  Inventory.................................................      8,737
  Prepaid expenses and other................................      1,469
  Deferred income taxes.....................................        166
  Property and equipment, net...............................     20,776
  Goodwill and other intangibles............................     38,459
  Accounts payable and accrued expenses.....................    (15,829)
  Other current liabilities.................................    (11,279)
  Debt......................................................    (67,467)
  Other long-term liabilities...............................     (2,230)     6,480
                                                              ---------  ---------
    Total remaining to be allocated.........................               190,923
Accrued liabilities resulting from the Merger...............                 4,500
                                                                         ---------
Adjustment to goodwill and other intangibles................             $ 195,423
                                                                         ---------
                                                                         ---------
Source of Merger consideration
  Cash......................................................             $ 150,082
  Additional borrowings under new credit facility...........                44,656
  Equity, relating to Heritage options (see (d) above)......                 2,665
                                                                         ---------
    Total...................................................             $ 197,403
                                                                         ---------
                                                                         ---------
Elimination of pro forma DIMAC equity (historical
 equity of $2,811 plus $3,669 (see (d) above))..............             $   6,480
                                                                         ---------
                                                                         ---------
</TABLE>
    

   
   The  purchase  price has  been  allocated on  a  preliminary basis  to assets
    acquired and liabilities assumed based on their estimated fair values.  Book
    values  of  DIMAC's working  capital  accounts, property  and  equipment and
    long-term debt are assumed to approximate  their fair value. The fair  value
    of  identifiable intangible assets, such as  customer lists and trained work
    force, is  estimated  to  be $20  million  and  will be  amortized  over  an
    estimated  weighted average life  of 8 years.  Amounts allocated to customer
    lists   and   trained   work   force   represents   management's   estimates
    

                                       50
<PAGE>
   
    of the fair values of such assets considering previous services provided and
    anticipated  future services to be provided  to such customers and estimated
    costs of hiring  and training  employees of  DIMAC. The  excess of  purchase
    price  over identifiable net assets will be amortized over an estimated life
    of 40 years.
    

   
(g) Reflects capitalization of financing costs of $1,631,000 relating to DIMAC's
    new credit agreement.  Such costs  are assumed  to be  paid with  borrowings
    under the agreement.
    

(h)  Reflects the recognition of deferred income taxes at an estimated effective
    rate of 35% on the excess of book value over tax bases relating to the DIMAC
    net assets to be acquired.

   
(i) Adjusts pro forma amounts previously  recorded to reflect the payment of  $7
    of  the Merger Consideration in shares of Heritage Common Stock. See (f) for
    calculation of the pro forma adjustment.
    

   
(j)  Reflects the elimination of certain corporate expenses of DIMAC which  will
    not   be  incurred  by  the   combined  entities.  Such  expenses  represent
    duplicative costs  or  management fees  which  will  not be  paid  by  DIMAC
    subsequent to the Merger and are comprised of the following (in thousands):
    

   
<TABLE>
<CAPTION>
                                                         YEAR ENDED DECEMBER   NINE MONTHS ENDED
                                                              31, 1994        SEPTEMBER 30, 1995
                                                         -------------------  -------------------
<S>                                                      <C>                  <C>
Directors and officers insurance.......................       $      96            $     173
Public company expenses................................          --                      100
Management fees........................................             250                  187
                                                                  -----                -----
  Pro forma adjustment.................................       $     346            $     460
                                                                  -----                -----
                                                                  -----                -----
</TABLE>
    

(k)  Reflects  incremental amortization  of  intangible assets  acquired  in the
    Merger.

   
(l) Reflects incremental  interest and  amortization of  deferred finance  costs
    relating  to  the $150  million of  Notes  at 9.25%  and DIMAC's  new credit
    agreement, assuming a  weighted average  interest rate of  9% on  borrowings
    under  such credit agreement  for the year  ended December 31,  1994 and the
    nine months ended September 30, 1995 as follows (in thousands):
    

   
<TABLE>
<CAPTION>
                                                            YEAR ENDED      NINE MONTHS ENDED
                                                         DECEMBER 31, 1994  SEPTEMBER 30, 1995
                                                         -----------------  ------------------
<S>                                                      <C>                <C>
Interest on $150 million Notes.........................     $    13,875         $   10,406
Interest on borrowings of $112 million under the new
 DIMAC credit agreement................................          10,238              7,678
Amortization of debt issuance costs....................             584                438
Less: DIMAC interest as adjusted.......................          (6,646)            (4,939)
                                                               --------           --------
  Pro forma adjustment.................................     $    18,051         $   13,583
                                                               --------           --------
                                                               --------           --------
</TABLE>
    

(m) Reflects the incremental adjustment necessary to present income tax  expense
    of  the combined entities,  assuming the other  transactions of Heritage and
    DIMAC, the Merger and the issuance of the Notes occurred on January 1, 1994.
    Deferred tax assets  have been  recognized to  the extent  that they  offset
    deferred  tax liabilities that will reverse  in the carryforward period. For
    the year  ended December  31, 1994,  pro  forma federal  tax was  offset  by
    previously  unrecognized deferred tax  assets of $5.2  million ($6.3 million
    assuming the Merger Consideration is comprised  of cash and stock). For  the
    nine  months ended September 30, 1995, pro forma tax was partially offset by
    previously unrecognized deferred  tax assets of  $2.2 million ($1.1  million
    assuming the Merger Consideration is comprised of cash and stock).

   
(n)  Reflects the  reduction in  interest and  increase in  estimated income tax
    expense resulting from  the payment  of $7  of the  Merger Consideration  in
    shares  of Heritage Common  Stock, assuming a Heritage  Trading Price of $27
    per share for the  Heritage Common Stock. Such  adjustment is calculated  by
    multiplying the amount of Merger Consideration to be paid in Heritage Common
    Stock  of $47,535,000 times the assumed weighted average interest rate under
    the new DIMAC credit agreement of 9% for the respective periods.
    

                                       51
<PAGE>
                    DESCRIPTION OF CAPITAL STOCK OF HERITAGE

   
    Heritage's  Restated Articles of Incorporation authorize the issuance of (i)
up to 40,000,000 shares of Class A Common Stock, par value $.01 per share;  (ii)
up  to 10,000,000 shares of Class C Common  Stock, par value $.01 per share; and
(iii) 60,000,000 shares of Preferred Stock, no  par value per share. A total  of
17,710,531  shares of Class A Common Stock and no shares of Class C Common Stock
or Preferred Stock were issued and outstanding as of December 31, 1995. A  total
of 1,500,000 shares of Class A Common Stock have been reserved for issuance upon
the  exercise of  outstanding stock options.  An additional  1,185,364 shares of
Class A Common Stock  have been reserved for  issuance upon Heritage's  periodic
contribution  to  its Retirement  Savings  Plan. All  of  Heritage's outstanding
shares of Class A Common Stock are fully paid, nonassessable and listed on AMEX.
    

CLASS A COMMON STOCK; CLASS C COMMON STOCK

    The holders of  Class A Common  Stock are  entitled to one  vote per  share.
Although  Heritage has no outstanding shares of  Class C Common Stock and has no
current plans  to issue  any shares  of  the Class  C Common  Stock,  Heritage's
Restated  Articles of  Incorporation allow Heritage  to issue shares  of Class C
Common Stock at any  time. The holders  of Class C Common  Stock have no  voting
rights  except (1) to the extent such shares are entitled under Iowa law to vote
as a  class on  specified matters  directly affecting  such class  and (2)  with
respect to any amendments to Heritage's Restated Articles of Incorporation which
alter  or  amend dividend  or distribution  rights,  voting rights,  rights upon
liquidation and/or merger,  transfer rights or  preemptive rights. Such  matters
include  amendments of Heritage's  Restated Articles of  Incorporation to change
the number or  authorized shares  of a  class, to change  the par  value of  the
shares  of such class or  to alter or change  the powers, preferences or special
rights of the shares of such class so as to affect them adversely. Each share of
Class C Common Stock  is convertible at  the holder's option  into one share  of
Class A Common Stock at any time.

    Subject  to  the rights  of the  holders of  any then  outstanding Preferred
Stock, the holders of common stock are entitled to receive such dividends as may
be declared by the  Heritage Board of  Directors. If dividends  are paid to  one
class  of common  stock, whether  in cash  or in  property (including  shares of
Preferred Stock but not including shares of common stock of Heritage), then  the
holders of the other class of common stock are entitled to receive an Equivalent
Proportionate  Dividend per share. An  "Equivalent Proportionate Dividend" shall
mean a dividend in which  the amount payable per share  of Class A Common  Stock
shall  equal  the  amount  payable per  share  of  Class C  Common  Stock.  If a
distribution is to be paid in any class of common stock to the holders of  Class
A  or Class C Common Stock, Heritage shall  also pay to the holders of the other
class of common stock  a distribution per  share of such  number of shares  (the
"Distributed  Shares") as is equal  to the number of  shares of common stock per
share distributed to  such holders of  Class A  Common Stock or  Class C  Common
Stock,  as the case may be, provided that the Distributed Shares shall be of the
same class as the class of common stock in respect of which such distribution is
made. Heritage may  not reclassify,  subdivide or  combine one  class of  common
stock without reclassifying, subdividing or combining each other clasp of common
stock on an equal proportionate pre share basis.

    Upon  liquidation, dissolution  or winding  up of  the affairs  of Heritage,
whether voluntary or  involuntary, and  in the  event of  any reorganization  of
Heritage or merger or consolidation of Heritage into another entity or the sale,
lease,  exchange, transfer or  other disposition of all  or substantially all of
Heritage's assets  or the  recapitalization  or reclassification  of  Heritage's
capital stock, subject to the rights of the holders of any preferred stock, each
holder  of either  the Class  A Common Stock  or Class  C Common  Stock shall be
entitled to receive the same  form of consideration per  share, in each case  in
the  Equivalent Proportionate Distribution, whether such consideration is in the
form of cash, property or securities or any combination thereof. An  "Equivalent
Proportionate  Distribution"  shall  mean  a distribution  in  which  the amount
distributable per  share  of  Class  C  Common  Stock  shall  equal  the  amount
distributable per share of Class A Common Stock.

    The  Bank of  New York serves  as the  registrar and transfer  agent for the
Class A Common Stock.

                                       52
<PAGE>
    PREFERRED STOCK.  The Board of Directors of Heritage is authorized to issue,
by resolution and without any action by stockholders, shares of Preferred  Stock
and  may establish the designations,  dividend rights, dividend rate, conversion
rights, voting rights, terms of redemption, liquidation preference, sinking fund
terms and all other preferences and rights of any series of Preferred Stock. The
issuance of shares of Preferred Stock may adversely affect the rights (including
voting rights) of the holders of the Class A Common Stock.

    SERIES A JUNIOR  PARTICIPATING PREFERRED  STOCK.  In  August 1994,  Heritage
adopted  a rights plan which provided for the distribution of one right for each
outstanding share of  Heritage's Class A  or Class C  common stock. The  rights,
which  were  distributed on  August  29, 1994,  entitle  the holder  to  buy one
one-hundredth of  a  share of  Series  A Junior  Participating  Preferred  Stock
("Series A Preferred Stock") for $70 per share. Each share of Series A Preferred
Stock  entitles the  holder to,  among other  things, 100  votes on  all matters
submitted to a vote of Heritage's stockholders. The rights are exercisable  only
if a person or group, other than Heritage and certain related entities, acquires
15%  or  more  of  Heritage  Common  Stock  or  announces  a  tender  offer, the
consummation of which would result in ownership  by such person or group of  15%
or more of Heritage's common stock.

    BUSINESS  COMBINATIONS.    Heritage's  Restated  Articles  of  Incorporation
provide that the  Board of Directors  of Heritage, when  evaluating a tender  or
exchange offer by another party for any equity security of Heritage, a merger or
consolidation  of Heritage  with another corporation  or the purchase  of all or
substantially all of the assets of  Heritage, may give due consideration to  all
relevant  factors including (1)  the anticipated social  and economic effects of
the transaction  upon Heritage's  employees, customers  and the  communities  in
which  Heritage operates; (2) the consideration proposed in relation to the then
market price of Heritage's equity securities, the future value of Heritage as an
independent entity and the then current value of Heritage in a freely negotiated
transaction, as determined by the Board  of Directors; and (3) relevant  aspects
of  other  acquisitions made  by such  party  and their  course of  dealing with
acquired businesses including the effect thereof on the business and  reputation
of  the acquired businesses  and their products  and services and  the effect of
such acquisitions on employees, creditors, customers and other persons  affected
by  the acquired  businesses and on  the communities  involved. These provisions
could have the effect of delaying,  deferring or preventing a change in  control
of Heritage and adversely affecting the market price of Heritage's securities.

    LIABILITY  OF  DIRECTORS.   Heritage's  Restated  Articles  of Incorporation
provide that a  director of  Heritage shall  not be  liable to  Heritage or  its
stockholders  for monetary damages  for breach of fiduciary  duty as a director,
except for liability (1)  for any breach  of the director's  duty of loyalty  to
Heritage  or its stockholders,  (2) for acts  or omissions not  in good faith or
which involve intentional misconduct or a knowing violation of the law, (3)  for
a  transaction from which  the director derives an  improper personal benefit or
(4) in respect  of certain unlawful  dividend payments or  stock redemptions  or
repurchases.  These  provisions  further  provide  that,  if  the  Iowa Business
Corporation Act is amended to authorize corporate action further eliminating  or
limiting  personal liability of  directors, then the liability  of a director of
Heritage shall be eliminated or limited  to the fullest extent permitted by  the
Iowa Business Corporation Act as so amended. The effect of these provisions will
be   to  eliminate  the  rights  of   Heritage  and  its  stockholders  (through
stockholders' derivative  suits  on  behalf of  Heritage)  to  recover  monetary
damages against a director for breach of fiduciary duty as a director (including
breaches  resulting from negligent or grossly  negligent behavior) except in the
situations described in clauses (1)-(4) above. These provisions are not expected
to alter the liability of directors under federal securities laws or in  respect
of equitable remedies that may be available under state law.

    COMPLIANCE  WITH  FCC  REGULATIONS.   So  long  as Heritage  or  any  of its
subsidiaries holds  authority from  the Federal  Communications Commission  (the
"FCC")   (or  any  successor  thereto)  to   operate  any  television  or  radio
broadcasting station, if Heritage has reason  to believe that the ownership,  or
proposed ownership, of shares of capital stock of Heritage by any stockholder or
any  person presenting any shares of capital stock of Heritage for transfer into
his or  her name  (a "Proposed  Transferee")  may be  inconsistent with,  or  in
violation  of, any  provision of the  Federal Communication Laws  (as defined in
Heritage's Restated  Articles of  Incorporation)  such stockholder  or  Proposed
Transferee,

                                       53
<PAGE>
upon  request  of Heritage,  is required  to furnish  promptly to  Heritage such
information  (including,  without  limitation,   information  with  respect   to
citizenship,  other  ownership  interests and  affiliations)  as  Heritage shall
reasonably request to determine whether the ownership of, or the exercise of any
rights with respect to, shares of capital stock of Heritage by such  stockholder
or  Proposed Transferee  is inconsistent with,  or in violation  of, the Federal
Communication Laws. Heritage  may refuse  to permit  the transfer  of shares  of
capital  stock  of Heritage  to such  Proposed Transferee  or may  suspend those
rights  of  stock  ownership  the  exercise   of  which  would  result  in   any
inconsistency  with, or violation of,  the Federal Communication Laws (including
the right to vote and the payment of dividends or other distributions).

                       COMPARISON OF RIGHTS OF HOLDERS OF
                  HERITAGE COMMON STOCK AND DIMAC COMMON STOCK

    Heritage is incorporated under the laws of  the State of Iowa, and DIMAC  is
incorporated  under the laws  of the State of  Delaware. The DIMAC stockholders,
whose rights as stockholders are currently governed by Delaware law and  DIMAC's
Certificate  of Incorporation and Bylaws, will  become, upon consummation of the
Merger and  to  the  extent  they  receive  shares  of  Heritage  Common  Stock,
stockholders  of Heritage,  and their  rights will be  governed by  Iowa law and
Heritage's Restated Articles  of Incorporation and  Bylaws. Certain  differences
between  the rights  of holders  of Heritage Common  Stock and  the DIMAC Common
Stock are set forth below.

    The following summary  does not purport  to be a  complete statement of  the
rights  of  Heritage  stockholders  under  applicable  Iowa  law  and Heritage's
Restated Articles of  Incorporation and Bylaws  as compared with  the rights  of
DIMAC  stockholders  under applicable  Delaware law  and DIMAC's  Certificate of
Incorporation and Bylaws. The summary is  qualified in its entirety by the  DGCL
and  the  Iowa  Business  Corporation Act  ("IBCA")  to  which  stockholders are
referred.

AUTHORIZED CAPITAL STOCK

    DIMAC's authorized capital  stock consists  of 20,000,000  shares of  Common
Stock,  $0.01  par value  per share  and 10,000,000  shares of  Series Preferred
Stock, $0.01 par value per share (the "DIMAC Series Preferred Stock").

    The DIMAC Board of Directors has the authority, without any further vote  or
action  by the  stockholders, to  provide for the  issuance of  up to 10,000,000
shares of DIMAC Series Preferred Stock from time to time in one or more  series,
to establish the number of shares to be included in each such series, to fix the
designations,  preferences, limitations and relative, participating, optional or
other special rights and  qualifications or restrictions of  the shares of  each
series, and to determine the voting powers, if any, of such shares. No shares of
the DIMAC Preferred Stock are issued and outstanding.

    Heritage's  Restated Articles of Incorporation authorize the issuance of (i)
up to 40,000,000 shares of Class A Common Stock, par value $.01 per share;  (ii)
up  to 10,000,000 shares of Class C Common  Stock, par value $.01 per share; and
(iii) 60,000,000 shares of Preferred Stock, no  par value per share. A total  of
          shares  of Class A Common Stock and  no shares of Class C Common Stock
or Preferred Stock  were issued  and outstanding  as of December     , 1995.  In
addition, Heritage has a rights plan that entitles the holders of such rights to
buy  one one-hundredth of a share of  Series A Preferred Stock. These rights are
exercisable upon the  acquisition of  15% or more  of Heritage  Common Stock  in
certain circumstances. See "Description of Capital Stock of Heritage."

VOTING RIGHTS

    The  shares of DIMAC  Common Stock are  the only shares  of capital stock of
DIMAC outstanding, and the holders thereof are entitled to one vote per share on
all matters on which stockholders of DIMAC are entitled to vote or consent.

    The shares of Heritage Common Stock are the only shares of capital stock  of
Heritage  outstanding,  and the  holders thereof  are entitled  to one  vote per
share, on all matters on which stockholders of

                                       54
<PAGE>
Heritage are entitled to vote or consent. Generally, Class C Common Stock has no
voting rights, although  Class C  Common Stock  may be  converted into  Heritage
Common  Stock on a share for share basis. Shares of Series A Preferred Stock, to
the extent issued upon  the exercise of rights  granted under Heritage's  rights
plan,  entitle the holder to 100 votes per share. Moreover, any additional class
or series of Preferred Stock which may  be created, issued or sold by the  Board
of  Directors of  Heritage in  the future  will have  such voting  rights as the
Heritage Board of Directors may determine.

CERTAIN PROVISIONS RELATING TO COMPLIANCE WITH FCC REGULATIONS

    So long as Heritage or any of its subsidiaries holds authority from the  FCC
(or  any  successor thereto)  to operate  any  television or  radio broadcasting
station, if  Heritage has  reason to  believe that  the ownership,  or  proposed
ownership,  of shares  of capital  stock of Heritage  by any  stockholder or any
person presenting any shares of capital stock of Heritage for transfer into  his
or  her name may be inconsistent with, or  in violation of, any provision of the
Federal Communication  Laws  (as  defined in  Heritage's  Restated  Articles  of
Incorporation)   such  stockholder  or  Proposed  Transferee,  upon  request  of
Heritage,  is  required  to  furnish  promptly  to  Heritage  such   information
(including,  without limitation, information with  respect to citizenship, other
ownership interests and  affiliations) as Heritage  shall reasonably request  to
determine  whether the ownership of, or the  exercise of any rights with respect
to, shares  of  capital  stock  of Heritage  by  such  stockholder  or  Proposed
Transferee is inconsistent with, or in violation of, Federal Communication Laws.
Heritage  may  refuse to  permit  the transfer  of  shares of  capital  stock of
Heritage to  such Proposed  Transferee  or may  suspend  those rights  of  stock
ownership  the  exercise of  which would  result in  any inconsistency  with, or
violation of, the Federal  Communication Laws (including the  right to vote  and
the payment of dividends or other distributions).

AMENDMENT TO CHARTER AND BYLAWS

    Amendments to the DIMAC Certificate of Incorporation require the approval of
the holders of a majority of all outstanding shares of DIMAC Common Stock (with,
in  each case,  each stockholder being  entitled to  one vote for  each share so
held). The Bylaws of DIMAC  may be amended by the  stockholders of DIMAC and  by
the  Board of Directors of  DIMAC, subject to the  rights of the stockholders to
amend such Bylaws.

    Amendments  to  Heritage's  Restated  Articles  of  Incorporation  generally
require  the approval of a majority of the outstanding shares of Heritage Common
Stock. However, in the case of amendments to the Heritage Articles that alter or
change the powers, preferences or  special rights of a class  of stock so as  to
adversely affect the holders thereof, on certain matters related to the specific
rights  of  a class  or series  of capital  stock,  and on  all matters  where a
separate class vote is  required by Iowa  law, and the  holders of the  Heritage
Common  Stock and the Class C Common Stock,  as the case may be, are entitled to
vote as a class, with the result that no such amendment may be effected  without
the  affirmative vote of the  holders of a majority of  the total shares of such
class entitled  to vote  thereon. Matters  on  which a  class vote  is  required
include  amendments to change the authorized number  of shares of such class and
to change  the par  value per  share of  such class.  Heritage's Bylaws  may  be
amended by the stockholders or by the Board of Directors of Heritage.

APPROVAL OF, AND SPECIAL RIGHTS WITH RESPECT TO, MERGERS OR CONSOLIDATIONS AND
CERTAIN OTHER TRANSACTIONS

    Under Delaware law and the DIMAC Certificate, the approval of the holders of
a  majority  of the  outstanding shares  of  DIMAC Common  Stock is  required to
authorize  mergers,  consolidations,  dissolutions  or   the  sale  of  all   or
substantially all of the property or assets of DIMAC.

    Under Iowa law, a merger or consolidation generally requires the affirmative
vote  of a majority of  all outstanding shares of  Heritage (whether or not such
shares would  otherwise have  voting  rights), and  the  affirmative vote  of  a
majority of Heritage's outstanding shares generally would be required to approve
a  sale  of all  or  substantially all  of Heritage's  property  or assets  or a
dissolution, or partial dissolution,  of Heritage. However,  under Iowa law,  no
vote  of stockholders of Heritage will be necessary to authorize a merger if (1)
the  plan  of  merger  does  not  affect  any  amendments  to  the  articles  of

                                       55
<PAGE>
incorporation  of the  surviving corporation, and  (2) the  number of authorized
unissued shares or treasury shares of any class of the surviving corporation  to
be  issued or  delivered under  the plan of  merger does  not exceed  20% of the
shares of the surviving  corporation of the  same class outstanding  immediately
prior to the effective date of the merger.

    Further,  Heritage's  Restated Articles  of  Incorporation provide  that the
Board of Directors of  Heritage, when evaluating a  tender or exchange offer  by
another  party for any equity security of Heritage, a merger or consolidation of
Heritage with another corporation or the purchase of all or substantially all of
the assets  of Heritage,  may give  due consideration  to all  relevant  factors
including  (1) the  anticipated social and  economic effects  of the transaction
upon Heritage's  employees,  customers and  the  communities in  which  Heritage
operates; (2) the consideration proposed in relation to the then market price of
Heritage's  equity securities,  the future value  of Heritage  as an independent
entity  and  the  then  current  value  of  Heritage  in  a  freely   negotiated
transaction,  as determined by the Board  of Directors; and (3) relevant aspects
of other  acquisitions made  by such  party  and their  course of  dealing  with
acquired  businesses including the effect thereof on the business and reputation
of the acquired  businesses and their  products and services  and the effect  of
such  acquisitions on employees, creditors, customers and other persons affected
by the acquired  businesses and  on the communities  involved. These  provisions
could  have the effect of delaying, deferring  or preventing a change in control
of Heritage and adversely affecting the market price of Heritage's securities.

CERTAIN ANTI-TAKEOVER PROVISIONS

    DIMAC is subject  to the  provisions of Section  203 of  DGCL. That  section
provides, with certain exceptions, that a Delaware corporation may not engage in
any  of a broad  range of business  combinations with a  person or affiliate, or
associate of such  person, who is  an "interested stockholder"  for a period  of
three  years from  the date  that such  person became  an interested stockholder
unless: (i)  the  transaction  resulting  in a  person  becoming  an  interested
stockholder, or the business combination, is approved by the board of directions
of the corporation before the person becomes an interested stockholder; (ii) the
interested  stockholder acquires 85% or more  of the outstanding voting stock of
the corporation in the same transaction that makes it an interested  stockholder
(excluding  shares owned by persons  who are both officers  and directors of the
corporation, and  shares held  by certain  employee stock  ownership plans);  or
(iii)  on or after  the date the  person becomes an  interested stockholder, the
business combination is approved by the corporation's board of directors and  by
the holders of at least 66 2/3% of the corporation's outstanding voting stock at
an  annual  or  special  meeting,  excluding  shares  owned  by  the  interested
stockholder. An "interested stockholder"  is defined as any  person that is  (i)
the  owner of 15% or more of the  outstanding voting stock of the corporation or
(ii) an affiliate or associate  of the corporation and was  the owner of 15%  or
more  of the outstanding voting stock of  the corporation at any time within the
three-year period immediately  prior to the  date on  which it is  sought to  be
determined whether such person is an interested stockholder.

    Heritage,  as an Iowa corporation, is not subject to Section 203 of DGCL. In
addition, Iowa does not have an anti-takeover statute comparable to Section  203
of  DGCL. However, in August 1994, Heritage adopted a rights plan which provided
for the distribution of one right for each outstanding share of Heritage's Class
A or Class  C common stock.  The rights,  which were distributed  on August  29,
1994,  entitle  the holder  to  buy one  one-hundredth of  a  share of  Series A
Preferred Stock  for $70  per share.  Each  share of  Series A  Preferred  Stock
entitles  the holder to, among other things,  100 votes on all matters submitted
to a  vote of  Heritage's stockholders.  The rights  are exercisable  only if  a
person  or group, other than Heritage and certain related entities, acquires 15%
or more of Heritage's common stock or announces a tender offer, the consummation
of which would result  in ownership by such  person or group of  15% or more  of
Heritage's common stock.

    The IBCA allows a director, in determining what is in the best interest of a
corporation  when  considering  a  tender offer  or  proposal,  to  consider the
following community interest factors in addition to consideration of the effects
of any action on  stockholders: the effects of  the action on the  corporation's
employees,  suppliers, creditors and customers; the effects of the action on the
communities in

                                       56
<PAGE>
which the  corporation  operates;  and  the  long-term  as  well  as  short-term
interests  of the  corporation and  its stockholders,  including the possibility
that these  interests  may  be  served by  the  continued  independence  of  the
corporation.  If on the  basis of these community  interest factors the Heritage
Board of Directors determines  that the proposal  or action is  not in the  best
interests  of Heritage, the Heritage Board may  reject the proposal or offer. If
the Heritage Board of Directors rejects such proposal or offer, the Board is not
obligated to facilitate, to  remove any barriers to,  or refrain from  impeding,
the  proposal or offer.  Consideration of any  or all of  the community interest
factors is not a violation of the business  judgment rule or of any duty of  the
director  to the stockholders, or a group  of stockholders, even if the director
reasonably determines that a community  interest factor outweighs the  financial
or  other benefits to the corporation or a stockholder or group of stockholders.
See also "Description of Capital Stock of Heritage -- Business Combinations" and
"-- Approval of, and Special Rights  with Respect to, Mergers or  Consolidations
and  Certain  Other Transactions"  for a  discussion of  a similar  provision in
Heritage's Restated Articles of Incorporation.

APPRAISAL RIGHTS

    Under Delaware law, appraisal rights are generally available for the  shares
of  any class or series of stock of DIMAC in a merger or consolidation, provided
that no appraisal rights are available for the shares of any class or series  of
stock  which,  at  the  record  date  for  the  meeting  held  to  approve  such
transaction,  were  either  (i)  listed  on  a  national  security  exchange  or
designated  as a  national market  system security  on an  interdealer quotation
system by the National Association of Securities Dealers, Inc. ("NASD") or  (ii)
held  of record by more than 2,000 stockholders. Even if the shares of any class
or series of stock meet the requirements of clause (i) or (ii) above,  appraisal
rights  are available for such class or series if the holders thereof receive in
the merger  or  consolidation  anything  except: (i)  shares  of  stock  of  the
corporation  surviving  or resulting  from  such merger  or  consolidation; (ii)
shares of stock  of any other  corporation which  at the effective  date of  the
merger  or consolidation is either listed  on a national securities exchange, or
designated as  a natural  market  system security  on an  interdealer  quotation
system by the NASD or held of record by more than 2,000 stockholders; (iii) cash
in  lieu of  fractional shares;  or (iv)  any combination  of the  foregoing. No
appraisal rights are available to  stockholders of the surviving corporation  if
the merger did not require their approval.

    Under  Iowa law, the holders of Heritage capital stock have appraisal rights
in any merger or consolidation, any sale or exchange of all or substantially all
of the property and assets of Heritage  otherwise than in the usual and  regular
course  of its business or  any amendment to the  articles of incorporation that
materially and adversely affects  rights in respect  to the dissenter's  shares.
Such  rights do  not apply  to stockholders  of the  surviving corporation  in a
merger if (i) articles  or incorporation of the  surviving corporation will  not
differ except in certain minor instances; (ii) each stockholder of the surviving
corporation  where shares were outstanding immediately before the effective date
of the merger will hold the  same number of shares with identical  designations,
preferences, limitations and relative rights immediately after the merger; (iii)
the  number of voting  shares immediately after  the merger, plus  the number of
voting shares  issuable as  a result  of  the merger,  either by  conversion  of
securities  issued pursuant to the merger or  the exercise of rights and options
issued pursuant to the merger, will not exceed by more than 20% the total number
of voting shares of the surviving corporation outstanding immediately before the
merger; or (iv) the number of  shares that entitle their holders to  participate
without  limitation in  dividends plus the  number of  such participating shares
issued pursuant  to  the  merger,  either by  conversion  of  securities  issued
pursuant to the merger or the exercise of rights and warrants issued pursuant to
the merger will not exceed by more than 20% of the total number of participating
shares outstanding before the merger.

DIVIDEND SOURCES

    Under Delaware law, dividends may be paid by DIMAC out of either (1) surplus
or  (2) in case there is no surplus, out  of its net profits for the fiscal year
in which the dividend is declared and/or the preceding fiscal year, except  when
the  capital is diminished  to an amount  less than the  aggregate amount of the
capital represented by issued and outstanding  stock having a preference on  the
distribution of assets.

                                       57
<PAGE>
    Under  Iowa law, dividends may be paid  by Heritage, except when Heritage is
insolvent or if Heritage's total assets would be less than the sum of its  total
liabilities  plus  the amount  that  would be  needed,  if Heritage  were  to be
dissolved at the time  of the distribution, to  satisfy the preferential  rights
upon dissolution of stockholders where preferential rights are superior to those
receiving  the distribution. In addition,  Heritage's Bylaws prohibit payment of
dividends based on unrealized appreciation in value or revaluation of Heritage's
assets.

SPECIAL MEETINGS OF STOCKHOLDER; STOCKHOLDER ACTION BY WRITTEN CONSENT

    Under Delaware law, special  meetings of the stockholders  may be called  by
the  Board  of  Directors of  such  other person  as  may be  authorized  by the
certificate of incorporation or the bylaws. DIMAC's Certificate of Incorporation
provides that special meetings may only be  called by the Chairman of the  Board
or the President and not by DIMAC stockholders. Under Iowa law, special meetings
of  stockholder may  be called  by the  president, the  board of  directors, the
holders of not less than 10% of all  shares entitled to vote at the meeting,  or
such  other  officers  or  persons  as  may  be  provided  in  the  articles  of
incorporation or the bylaws.  Heritage's Bylaws provide  that a special  meeting
may  also be called by Heritage's Secretary and  by the holders of not less than
10% of all  the outstanding  shares of  Heritage (measured  by their  respective
number of votes).

    Under  Delaware  law,  unless  otherwise  provided  in  the  certificate  of
incorporation, any action which may be taken  or is required to be taken at  any
annual  or  special meeting  of stockholders,  may be  taken without  a meeting,
without prior notice and without a vote, if a consent in writing, setting  forth
the  action so taken, is  signed by the holders  of outstanding stock having not
less than the minimum number  of votes that would  be necessary to authorize  or
take  such action at a meeting at which all shares entitled to vote thereon were
present and voted. The  DIMAC Certificate of  Incorporation prohibits the  DIMAC
stockholders from taking actions by written consent.

    Under  Iowa law, actions by stockholders of  Heritage may be taken without a
meeting only if a consent in writing is signed by holders of outstanding  shares
having  not less than 90% of the votes entitled to be cast at a meeting at which
all shares entitled to vote on the action were present and voted.

LIMITATION OF LIABILITY AND INDEMNIFICATION MATTERS

    DIMAC's Bylaws  provide  that DIMAC,  subject  to limited  exceptions,  will
indemnify  its  directors and  executive officers  and  may indemnify  its other
officers, employees and other agents to the fullest extent permitted by Delaware
law.

    In addition,  DIMAC's Certificate  of Incorporation  provides that,  to  the
fullest  extent permitted by Delaware Law,  DIMAC's directors will not be liable
for monetary damages  for breach  of the directors'  fiduciary duty  of care  to
DIMAC   and  its   stockholders.  The   provision  in   DIMAC's  Certificate  of
Incorporation  does  not  eliminate  the  duty  of  care,  and  in   appropriate
circumstances  equitable  remedies  such  as an  injunction  or  other  forms of
non-monetary relief  would remain  available under  the DGCL.  Each director  is
subject  to liability for breach of the  directors' duty of loyalty to DIMAC for
acts or  omissions not  in good  faith or  involving intentional  misconduct  or
knowing  violations of law, for acts or  omissions that the director believes to
be contrary  to  the  best interests  of  DIMAC  or its  stockholders,  for  any
transaction  from which the  director derived an  improper personal benefit, for
acts or omissions  involving a  reckless disregard  for the  directors' duty  to
DIMAC  or its stockholders when the director was aware or should have been aware
of a risk of serious injury to DIMAC or its stockholders, for acts or  omissions
that  constitute  an  unexcused  pattern  of  inattention  that  amounts  to  be
abdication of the  director's duty to  DIMAC or its  stockholders, for  improper
transactions  between the director and DIMAC,  and for improper distributions to
stockholders and loans to directors and officers.

    Heritage's Restated Articles  of Incorporation  provide that  a director  of
Heritage  shall  not be  liable  to Heritage  or  its stockholders  for monetary
damages for breach of fiduciary duty as a director, except for liability (1) for
any breach of the  director's duty of loyalty  to Heritage or its  stockholders,

                                       58
<PAGE>
(2)  for  acts or  omissions  not in  good  faith or  which  involve intentional
misconduct or a knowing violation of the  law, (3) for a transaction from  which
the  director derives an improper personal benefit  or (4) in respect of certain
unlawful dividend payments or stock redemptions or repurchases. These provisions
further provide  that, if  the IBCA  is amended  to authorize  corporate  action
further  eliminating  or  limiting  personal liability  of  directors,  then the
liability of  a director  of Heritage  shall  be eliminated  or limited  to  the
fullest  extent permitted by  the IBCA as  so amended. These  provisions are not
expected to alter the liability of directors under federal securities laws or in
respect to equitable remedies that may be available under state law.

                                 LEGAL MATTERS

    The validity  of  the  shares of  Heritage  Common  Stock to  be  issued  in
connection  with  the Merger  is  being passed  upon  for Heritage  by  Crouch &
Hallett, L.L.P., Dallas, Texas.

                                    EXPERTS

    The consolidated  financial  statements  and schedules  of  Heritage  as  of
December  31, 1993 and 1994, and for each  of the years in the three-year period
ended December 31, 1994 have been  incorporated by reference herein in  reliance
upon  the  report  of  KPMG  Peat  Marwick  LLP,  independent  certified  public
accountants, incorporated by reference  herein, and upon  the authority of  said
firm as experts in accounting and auditing.

    The  consolidated financial  statements of  DIMAC at  December 31,  1993 and
1994, and for  each of the  three years in  the period ended  December 31,  1994
appearing  in DIMAC's Annual Report (Form 10-K)  for the year ended December 31,
1994, have been audited by Ernst & Young LLP, independent auditors, as set forth
in their report thereon included therein and incorporated herein by reference in
reliance upon such report given  upon the authority of  such firm as experts  in
accounting and auditing.

    The  combined financial  statements of T.  R. McClure and  Company, Inc. and
related companies at December  31, 1993 and  1994 and for  the years then  ended
have  been  incorporated by  reference  herein in  reliance  upon the  report of
Mortenson and  Associates,  P.C.  (formerly La  Vecchia  &  Zarro),  independent
auditors,  incorporated by reference herein, upon  the authority of such firm as
experts in accounting and auditing.

    The financial statements of  Palm Coast Data Ltd.  at December 31, 1993  and
1994  and for the years then ended have been incorporated by reference herein in
reliance upon the report of Deloitte & Touche LLP, independent certified  public
accountants,  incorporated by reference herein, given upon the authority of such
firm as experts in accounting and auditing.

    The combined financial statements  of The Direct  Marketing Group, Inc.  and
related  companies at December  31, 1992 and  1993 and for  the years then ended
have been incorporated by reference herein in reliance upon the report of Leslie
Sufrin and  Company,  P.C.,  independent  auditors,  incorporated  by  reference
herein,  and  upon the  authority  of such  firm  as experts  in  accounting and
auditing.

                                       59
<PAGE>
                                                                      APPENDIX A

                          AGREEMENT AND PLAN OF MERGER
                                     AMONG
                           HERITAGE MEDIA CORPORATION
                             (AN IOWA CORPORATION)
                             ARCH ACQUISITION CORP.
                            (A DELAWARE CORPORATION)
                                      AND
                               DIMAC CORPORATION
                            (A DELAWARE CORPORATION)
                            DATED: OCTOBER 23, 1995
<PAGE>
    This  Agreement and Plan of Merger (the  "Agreement") is made as of the 23rd
day of  October, 1995,  among Heritage  Media Corporation,  an Iowa  corporation
("Parent");  Arch Acquisition Corp., a Delaware corporation ("Purchaser"), which
is wholly owned by  Parent; and DIMAC Corporation,  a Delaware corporation  (the
"Company").

                              W I T N E S S E T H:

    WHEREAS, the respective Boards of Directors of Parent, Purchaser and Company
each  have  determined that  it is  in  the best  interests of  their respective
stockholders for Parent  and Purchaser  to acquire  Company upon  the terms  and
conditions set forth herein;

    NOW,  THEREFORE,  in consideration  of the  mutual covenants  and agreements
contained herein, and certain other good and valuable consideration, the receipt
and sufficiency of which is hereby acknowledged, the parties hereto covenant and
agree as follows:

                                   ARTICLE 1.
                                   THE MERGER

    1.1.  MERGER.  In accordance with the provisions of the business corporation
laws of the State of Delaware,  at the Effective Date (as hereinafter  defined),
Purchaser  shall be merged  (the "Merger") into Company,  as soon as practicable
following the  satisfaction or  waiver, if  permissible, of  the conditions  set
forth  in Articles 6 and 7. Following  the Merger, Company shall continue as the
surviving corporation (the  "Surviving Corporation")  and shall  continue to  be
governed by the laws of the State of Delaware.

    1.2.   CONTINUING OF  CORPORATE EXISTENCE.   Except as may  otherwise be set
forth herein, the  corporate existence  and identity  of Company,  with all  its
purposes,  powers, franchises, privileges, rights and immunities, shall continue
unaffected and  unimpaired  by  the  Merger, and  the  corporate  existence  and
identity  of Purchaser, with  all its purposes,  powers, franchises, privileges,
rights and immunities, at the Effective Date shall be merged with and into  that
of  Company, and the  Surviving Corporation shall be  vested fully therewith and
the separate  corporate existence  and identity  of Purchaser  shall  thereafter
cease except to the extent continued by statute.

    1.3.   EFFECTIVE DATE.  The Merger shall become effective upon the filing of
the Certificate of Merger with the Secretary  of State of the State of  Delaware
pursuant to the provisions of the Delaware General Corporation Law (the "DGCL").
The date and time when the Merger shall become effective is hereinafter referred
to as the "Effective Date".

    1.4.  CORPORATE GOVERNMENT.

        (a)  The Certificate  of Incorporation of  Company, as in  effect on the
    Effective Date, shall  continue in full  force and effect  and shall be  the
    Certificate of Incorporation of the Surviving Corporation.

        (b)  The Bylaws of Company, as in effect as of the Effective Date, shall
    continue in full force and effect and  shall be the Bylaws of the  Surviving
    Corporation.

        (c)  The members of the Board  of Directors of the Surviving Corporation
    shall be the persons  holding such office in  Purchaser as of the  Effective
    Date.

        (d)  The  officers of  the Surviving  Corporation  shall be  the persons
    holding such offices in Company as of the Effective Date.

                                      A-2
<PAGE>
    1.5.  RIGHTS AND  LIABILITIES OF THE SURVIVING  CORPORATION.  The  Surviving
Corporation shall have the following rights and obligations:

        (a)  The  Surviving Corporation  shall have  all the  rights, privileges
    immunities and powers and shall be subject to all the duties and liabilities
    of a corporation organized under the laws of the State of Delaware.

        (b)  The  Surviving  Corporation  shall  possess  all  of  the   rights,
    privileges  immunities and franchises, of either a public or private nature,
    of Company and Purchaser and all property, real, personal and mixed, and all
    debts due on  whatever account,  including subscription to  shares, and  all
    other  choses in action, and every other  interest of or belonging or due to
    Company and  Purchaser  shall be  taken  and  deemed to  be  transferred  or
    invested in the Surviving Corporation without further act or deed.

        (c)  At the Effective Date,  the Surviving Corporation shall thenceforth
    be responsible and liable for all liabilities and obligations of Company and
    Purchaser and  any claim  existing or  action or  proceeding pending  by  or
    against  Purchaser or  Company may  be prosecuted as  if the  Merger had not
    occurred, or  the Surviving  Corporation may  be substituted  in its  place.
    Neither the rights of creditors nor any liens upon the property of Purchaser
    or Company shall be impaired by the Merger.

    1.6.    CLOSING.   Consummation  of  the transactions  contemplated  by this
Agreement (the "Closing") shall take place  at the offices of Parent in  Dallas,
Texas commencing at 10:00 a.m., local time, on the date (i) on which the Special
Meeting  of Company's stockholders occurs or (ii) as soon as possible thereafter
when each  of the  other conditions  set forth  in Articles  6 and  7 have  been
satisfied  or waived, and shall proceed promptly to conclusion, or at such other
place, time and date as  shall be fixed by  mutual agreement between Parent  and
Company.  The day on which the Closing shall  occur is referred to herein as the
"Closing Date." Each party will cause to be prepared, executed and delivered the
Certificate of Merger to be  filed with the Secretary  of State of Delaware  and
all  other appropriate and customary  documents as any party  or its counsel may
reasonably request for the purpose of consummating the transactions contemplated
by this Agreement. All actions taken at the Closing shall be deemed to have been
taken simultaneously  at the  time the  last of  any such  actions is  taken  or
completed.

                                   ARTICLE 2.
                   CONVERSION OF SHARES; TREATMENT OF OPTIONS

    2.1.   CONVERSION OF SHARES.  At the Effective Date, by virtue of the Merger
and without any action on the part of the holder thereof:

        (a) Each share of common stock, $.01 par value per share, of the Company
    ("Company Common Stock"),  which shall be  outstanding immediately prior  to
    the  Effective Date (other than shares owned  by Parent or Company or any of
    their  respective  subsidiaries,  all  of  which  shall  be  cancelled,  and
    Dissenting Shares, as defined in Section 2.3 below) (the "Converted Shares")
    shall  at the Effective Date, by virtue of the Merger and without any action
    on the part of the holder thereof, be converted into and represent the right
    to receive $28 per share (the  "Merger Price") in cash without any  interest
    thereon.  Notwithstanding  the foregoing,  Purchaser may  elect in  its sole
    discretion to pay up to $7 of the  Merger Price in shares of Class A  Common
    Stock,  $.01 par value, of Parent  (the "Parent Common Stock"). If Purchaser
    elects to pay a portion of the Merger Price (but not more than $7 per share)
    by the issuance of shares of Parent Common Stock (the "Stock Portion"),  the
    amount  of shares of Parent Common  Stock constituting the Stock Portion for
    each Converted Share shall  be the quotient determined  by dividing (I)  the
    Stock  Portion of the Merger Price by (II) the average of the closing prices
    for the Parent Common Stock as reported  on the stock exchange on which  the
    shares    of   Parent   Common   Stock   are   then   traded   (the   "Stock

                                      A-3
<PAGE>
    Exchange") as published  by The  Wall Street Journal  (the "Average  Closing
    Price")  for the 10 trading  days ending on and  including the third trading
    day preceding but not including the Effective Date.

        (b) Each share of Common Stock, $.01 par value, of Purchaser which shall
    be outstanding  immediately  prior  to  the  Effective  Date  shall  at  the
    Effective  Date, by virtue of the Merger  and without any action on the part
    of the holder thereof, be converted  into one share of newly issued  Company
    Common Stock.

    2.2.   FRACTIONAL SHARES.   No scrip  or fractional shares  of Parent Common
Stock shall be  issued in  the Merger. All  fractional shares  of Parent  Common
Stock  to  which a  holder  of Company  Common  Stock immediately  prior  to the
Effective Date  would otherwise  be  entitled at  the  Effective Date  shall  be
aggregated.   If  a  fractional  share   results  from  such  aggregation,  such
stockholder shall be entitled, after the later of (a) the Effective Date or  (b)
the surrender of such stockholder's "Certificate" (as defined in Section 2.5) or
Certificates that represent such shares of Company Common Stock, to receive from
Parent  an amount in cash  in lieu of such fractional  share. The amount of such
cash payment shall be equal to such fractional proportion of the Average Closing
Price of the Parent  Common Stock. Parent will  make available to the  "Exchange
Agent"  (as defined in Section 2.5) the cash necessary for the purpose of paying
cash for fractional shares.

    2.3.  DISSENTING SHARES.  Shares of Company Common Stock that are issued and
outstanding immediately prior to the Effective Date and that have not been voted
for adoption of the Merger and with respect of which appraisal rights have  been
properly  demanded  in accordance  with the  applicable  provisions of  the DGCL
("Dissenting Shares")  shall not  be converted  into the  right to  receive  the
consideration  provided for in  Sections 2.1 and  2.2 at or  after the Effective
Date unless and until the  holder of such shares  withdraws his demand for  such
appraisal  (in accordance with the applicable provisions of the DGCL) or becomes
ineligible for such appraisal.  If a holder of  Dissenting Shares withdraws  his
demand  for such appraisal (in accordance  with the applicable provisions of the
DGCL) or becomes ineligible for such  appraisal, then, as of the Effective  Date
or  the  occurrence  of  such  event,  whichever  later  occurs,  such  holder's
Dissenting Shares shall  cease to be  Dissenting Shares and  shall be  converted
into  and  represent the  right  to receive  the  consideration provided  for in
Sections 2.1 and 2.2.  If any holder  of Company Common  Stock shall assert  the
right to be paid the fair value of such Company Common Stock as described above,
Company  shall give  Parent notice  thereof and Parent  shall have  the right to
participate in  all  negotiations  and  proceedings with  respect  to  any  such
demands.  Company shall  not, except with  the prior written  consent of Parent,
voluntarily make any payment with respect to, or settle or offer to settle,  any
such  demand  for  payment. After  the  Effective  Date, Parent  will  cause the
Surviving Corporation to pay its statutory obligations to holders of  Dissenting
Shares.

    2.4.  STOCK OPTIONS.

        (a)  Subject to  Section 2.4(c) hereof,  at the Effective  Date, (i) all
    options (the "Options") then outstanding  under Company's 1994 Stock  Option
    and  Stock  Award  Plan  (the  "Option  Plan")  and  Company's  Non-Employee
    Directors'  Stock  Option   Plan  (the  "Directors'   Plan")  shall   remain
    outstanding  following the  Effective Date and  (ii) such  Options shall, by
    virtue of the Merger and without any  further action on the part of  Company
    or  the holder of any  such Option, be assumed  by Parent in accordance with
    their terms and conditions as in effect at the Effective Date (and the terms
    and conditions of the Option Plan and the Option Award Agreement  associated
    with  such Option Plan or  the Directors' Plan, as  the case may be), except
    that (A) each such  Option shall be immediately  exercisable for that  whole
    number of shares of Parent Common Stock (rounded to the nearest whole share)
    equal  to the  quotient obtained by  dividing $28.00 by  the Average Closing
    Price (such quotient  being referred to  as the "Conversion  Factor") at  an
    exercise  price per  share of  Parent Common  Stock (rounded  to the nearest
    cent) equal  to  the  exercise  price per  share  of  Company  Common  Stock
    applicable  to such Option divided by the Conversion Factor, (B) all actions
    to be taken thereunder by the Board  of Directors of Company or a  committee
    thereof shall

                                      A-4
<PAGE>
    be  taken by the Board of Directors of Parent or a committee thereof and (C)
    no payment shall be made for  fractional interests. From and after the  date
    of  this Agreement, except as provided in Section 5.1, no additional options
    shall be granted by  Company under the Option  Plan, the Directors' Plan  or
    otherwise.

        (b)  It is intended that the assumed Options, as set forth herein, shall
    not give to any holder thereof any benefits in addition to those which  such
    holder  had prior  to the  assumption of the  Option. Parent  shall take all
    necessary corporate action  necessary to reserve  for issuance a  sufficient
    number  of shares of Parent  Common Stock for delivery  upon exercise of the
    Options. As soon as practicable after the Effective Date, Parent shall  file
    a  registration  statement,  or  an amendment  to  an  existing registration
    statement, under the  Securities Act  of 1933, as  amended (the  "Securities
    Act"),  on Form S-8 (or other successor  form) with respect to the shares of
    Parent Common Stock subject to such  Options and shall use its best  efforts
    to  maintain the effectiveness of such registration statement for so long as
    such Options remain outstanding. In addition, Parent will cause such  shares
    to be listed on the Stock Exchange.

        (c)  Notwithstanding anything to the  contrary contained in this Section
    2.4, immediately  prior to  the Effective  Date, each  holder of  an  Option
    awarded under the Directors' Plan may elect to (i) have his or her Option no
    longer  exercisable for the purchase of shares of Company Common Stock (each
    such Option, a "Converted Option") and (ii) be entitled, in cancellation and
    settlement therefor, to receive consideration (the "Converted Option Price")
    in cash (subject to any applicable withholding taxes) at the Effective Date,
    in an amount  equal to  the product  of (x) the  total number  of shares  of
    Company  Common Stock subject to such Converted Option and (y) the excess of
    the Merger Price over the exercise  price per share of Company Common  Stock
    subject to such Converted Option; PROVIDED that, in the event that, pursuant
    to  Section 2.1(a) hereof, Purchaser  exercises its right to  elect to pay a
    portion of the Merger Price in Parent Common Stock, the Purchaser shall also
    pay the same PRO RATA portion of the Converted Option Price in Parent Common
    Stock.

    2.5.  EXCHANGE AGENT.

        (a) Parent shall authorize The Bank of  New York, or such other firm  as
    is  reasonably acceptable to  Company, to serve  as exchange agent hereunder
    (the "Exchange  Agent"). Promptly  after the  Effective Date,  Parent  shall
    deposit  or shall cause to be deposited in trust with the Exchange Agent the
    aggregate of the  following: (i)  the cash amount  of the  Merger Price  and
    Converted  Option Price with  respect to each  Converted Share and Converted
    Option, as the  case may be;  (ii) certificates representing  the number  of
    whole  shares of Parent Common Stock to  which the holders of Company Common
    Stock and/or Options (other than holders of Dissenting Shares) are  entitled
    pursuant  to Section  2.1(a) and/or  2.4(c), if  applicable; and  (iii) cash
    sufficient to pay for fractional shares then known to Parent, if  applicable
    (such  cash amounts  and certificates being  hereinafter referred  to as the
    "Exchange Fund"). Such portion of the  Exchange Fund as is delivered to  the
    Exchange  Agent in cash may be invested by the Exchange Agent as directed by
    Parent only  in direct  obligations of  the United  States, obligations  for
    which  the full faith and credit of  the United States is pledged to provide
    for the payment  of principal and  interest, commercial paper  rated of  the
    highest  quality by  Moody's Investors Services,  Inc. or  Standard & Poor's
    Corporation or  certificates  of  deposit,  bank  repurchase  agreements  or
    bankers'  acceptances of a  commercial bank having  at least $100,000,000 in
    assets (collectively,  "Permitted Investments")  or  in money  market  funds
    which  are  invested in  Permitted Investments,  and  any net  earnings with
    respect thereto shall be paid to Parent as and when requested by Parent. The
    Exchange Agent  shall, pursuant  to irrevocable  instructions received  from
    Parent, pay the Merger Price and Converted Option Price with respect to such
    Converted Share and Converted Option, as the case may be, as provided for in
    this Article 2 out of the Exchange Fund. Additional amounts of cash, if any,
    needed  from  time  to time  by  the  Exchange Agent  to  make  payments for
    fractional

                                      A-5
<PAGE>
    shares shall be  provided by Parent  and shall become  part of the  Exchange
    Fund.  The Exchange Fund shall not be  used for any other purpose, except as
    provided in this Agreement, or as  otherwise agreed to by Parent,  Purchaser
    and Company prior to the Effective Date.

        (b)  As soon as practicable after the Effective Date, the Exchange Agent
    shall mail and otherwise  make available to each  record holder (other  than
    holders of Dissenting Shares) who, as of the Effective Date, was a holder of
    an  outstanding certificate or  certificates which immediately  prior to the
    Effective  Date   represented   shares   of  Company   Common   Stock   (the
    "Certificates")  and to  each holder  of Options  under the  Directors' Plan
    recorded on Company's books a form of letter of transmittal and instructions
    for use in effecting the surrender of the Certificates and Converted Options
    for payment therefor  and conversion  thereof, which  letter of  transmittal
    shall comply with all applicable rules of the Stock Exchange.

        (c)  Delivery of  Certificates shall be  effected, and risk  of loss and
    title to  the Certificates  shall pass,  only upon  proper delivery  of  the
    Certificates  to the  Exchange Agent and  the form of  letter of transmittal
    shall so reflect.  Upon surrender to  the Exchange Agent  of a  Certificate,
    together  with such letter of transmittal  duly executed, the holder of such
    Certificate shall be entitled  to receive in exchange  therefor (i) a  check
    representing  the cash consideration to which  such holder shall have become
    entitled pursuant to  this Article  2 and (ii)  if applicable,  one or  more
    certificates  as  requested by  the  holder (properly  issued,  executed and
    countersigned, as appropriate) representing that  number of whole shares  of
    Parent  Common Stock to which such holder of Company Common Stock shall have
    become entitled  pursuant to  the  provisions of  this  Article 2,  and  the
    Certificate so surrendered shall forthwith be cancelled. No interest will be
    paid or accrued on the cash payable upon surrender of the Certificates.

        (d)  Converted Options shall  be cancelled as of  the Effective Date and
    upon the  occurrence of  the Effective  Date the  holder of  each  Converted
    Option  shall  be  entitled to  receive  in  exchange therefor  (i)  a check
    representing the cash consideration  to which such  holder will have  become
    entitled  pursuant to this  Article 2 and  (ii), if applicable,  one or more
    certificates as  requested  by the  holder  (properly issued,  executed  and
    countersigned  as  appropriate) reflecting  the number  of shares  of Parent
    Common Stock to  which such holder  of Converted Options  shall have  become
    entitled  pursuant to this Article 2. No interest will be paid or accrued on
    the cash payable upon the cancellation of Converted Options.

        (e) Parent shall pay any transfer  or other taxes required by reason  of
    the  issuance of a  certificate representing shares  of Parent Common Stock;
    provided, however, that such certificate is issued in the name of the person
    in  whose  name  the  Certificate   surrendered  in  exchange  therefor   is
    registered.  If any portion of the  consideration to be received pursuant to
    this Article  2  upon  exchange  of a  Certificate  (whether  a  certificate
    representing  shares of Parent Common Stock or a check representing cash for
    a fractional share)  is to  be issued  or paid to  a person  other than  the
    person  in whose  name the Certificate  surrendered in  exchange therefor is
    registered, it shall be  a condition of such  issuance and payment that  the
    Certificate so surrendered shall be properly endorsed or otherwise in proper
    form  for transfer and that the person requesting such exchange shall pay in
    advance any transfer or other taxes required by reason of the issuance of  a
    check  representing  cash or  a  certificate representing  shares  of Parent
    Common Stock to such other person,  or establish to the satisfaction of  the
    Exchange  Agent  that  such  tax  has  been paid  or  that  no  such  tax is
    applicable. From the Effective Date  until surrender in accordance with  the
    provisions  of this Section  2.5, each Certificate  (other than Certificates
    representing  treasury  shares  of  Company  and  Certificates  representing
    Dissenting  Shares)  shall  represent for  all  purposes only  the  right to
    receive the consideration  provided in  Sections 2.1 and  2.2. No  dividends
    that  are otherwise payable on  Parent Common Stock will  be paid to persons
    entitled to receive Parent Common  Stock until such persons surrender  their
    Certificates.  After such  surrender, there shall  be paid to  the person in
    whose name Parent Common Stock shall be issued any dividends on such  Parent
    Common  Stock that shall have  a record date on  or after the Effective Date
    and prior to such surrender.  If the payment date  for any such dividend  is
    after the date of

                                      A-6
<PAGE>
    such surrender, such payment shall be made on such payment date. In no event
    shall  the persons entitled to receive such dividends be entitled to receive
    interest on such  dividends. All payments  in respect of  shares of  Company
    Common  Stock that  are made  in accordance with  the terms  hereof shall be
    deemed to have been  made in full satisfaction  of all rights pertaining  to
    such securities.

        (f)  In the case of any lost, mislaid, stolen or destroyed Certificates,
    the holder thereof may be required, as a condition precedent to the delivery
    to such holder of the consideration described in this Article 2, to  deliver
    to  Parent a bond in  such reasonable sum as  Parent may direct as indemnity
    against any claim that may be made against the Exchange Agent, Parent or the
    Surviving Corporation with respect to  the Certificate alleged to have  been
    lost, mislaid, stolen or destroyed.

        (g)  After the Effective Date, there shall  be no transfers on the stock
    transfer books of the Surviving Corporation of the shares of Company  Common
    Stock  that were  outstanding immediately prior  to the  Effective Date. If,
    after the  Effective  Date,  Certificates are  presented  to  the  Surviving
    Corporation  for transfer,  they shall  be cancelled  and exchanged  for the
    consideration described in this Article 2.

        (h) Any  portion of  the Exchange  Fund that  remains unclaimed  by  the
    stockholders  of Company  for six months  after the Effective  Date shall be
    returned to Parent, upon demand, and any holder of Company Common Stock  who
    has  not theretofore complied with Section 2.5(c) shall thereafter look only
    to Parent for issuance of  the number of shares  of Parent Common Stock  and
    other  consideration to  which such holder  has become  entitled pursuant to
    this Article 2; provided, however, that  neither the Exchange Agent nor  any
    party  hereto shall be liable to a  holder of shares of Company Common Stock
    for any amount  required to be  paid to  a public official  pursuant to  any
    applicable abandoned property, escheat or similar law.

    2.6.   ADJUSTMENT.  If,  between the date of  this Agreement and the Closing
Date or  the Effective  Date, as  the case  may be,  the outstanding  shares  of
Company  Common Stock  or Parent  Common Stock  shall have  been changed  into a
different number of shares or a different class by reason of any classification,
recapitalization, split-up, combination, exchange of shares, or readjustment  or
a  stock  dividend thereon  shall be  declared  with a  record date  within such
period, then the  consideration to  be received  pursuant to  Section 2.1(a)  or
2.4(c)  hereof by the holders  of shares of Company  Common Stock and/or Options
shall be adjusted to accurately reflect such change.

                                   ARTICLE 3.
                   REPRESENTATIONS AND WARRANTIES OF COMPANY

    Company hereby represents and warrants to Parent and Purchaser as follows:

    3.1.  ORGANIZATION AND GOOD  STANDING OF COMPANY.   Each of Company and  the
"Company  Subsidiaries"  (as  defined  in Section  3.2)  is  a  corporation duly
organized, validly  existing  and  in  good  standing  under  the  laws  of  the
jurisdiction of its incorporation.

    3.2.     CAPITAL   STOCK  OF   COMPANY  SUBSIDIARIES   AND  OTHER  OWNERSHIP
INTERESTS.    Schedule  3.2  sets  forth  a  true  and  complete  list  of   all
corporations,  partnerships and other entities in  which Company owns any equity
interest (the "Company  Subsidiaries"), the jurisdiction  in which each  Company
Subsidiary  is incorporated  or organized,  and all  shares of  capital stock or
other ownership interests  authorized, issued  and outstanding  of each  Company
Subsidiary.  The  shares of  capital  stock or  other  equity interests  of each
Company Subsidiary have been duly authorized and are validly issued, fully  paid
and nonassessable. All shares of capital stock or other equity interests of each
Company  Subsidiary owned by Company or any of its subsidiaries are set forth on
Schedule 3.2 and, except  as set forth  on Schedule 3.2,  are owned by  Company,
either  directly  or  indirectly, free  and  clear of  all  liens, encumbrances,
equities or claims.

                                      A-7
<PAGE>
    3.3.  FOREIGN QUALIFICATION.  Company  and each of the Company  Subsidiaries
are  duly qualified  or licensed to  do business and  are in good  standing as a
foreign corporation in every jurisdiction where the failure so to qualify  would
have  a  material adverse  effect  on (a)  the  business, operations,  assets or
financial condition of Company and the Company Subsidiaries taken as a whole  (a
"Company  Material Adverse Effect") or (b) the validity or enforceability of, or
the ability of Company to perform its obligations under, this Agreement.

    3.4.   CORPORATE POWER  AND AUTHORITY.    Each of  Company and  the  Company
Subsidiaries has the corporate power and authority to own, lease and operate its
properties and assets and to carry on its business as currently being conducted.
Company  has  the corporate  power  and authority  to  execute and  deliver this
Agreement and, subject to the approval of  this Agreement and the Merger by  its
stockholders,  to perform its obligations under this Agreement and to consummate
the Merger. The execution, delivery and performance by Company of this Agreement
has been  duly authorized  by all  necessary corporate  action (other  than  the
approval of this Agreement and the Merger by its stockholders).

    3.5.   BINDING EFFECT.  This Agreement  has been duly executed and delivered
by Company and is the legal, valid and binding obligation of Company enforceable
in accordance with its terms except that:

        (a) enforceability may  be limited  by bankruptcy,  insolvency or  other
    similar laws affecting creditors' rights;

        (b)  the availability of equitable remedies  may be limited by equitable
    principles of general applicability; and

        (c) rights to indemnification may be limited by considerations of public
    policy.

    3.6.  ABSENCE OF RESTRICTIONS AND  CONFLICTS.  Subject only to the  approval
of  the adoption of this Agreement and  the Merger by Company's stockholders and
except as set forth on Schedule 3.6, the execution, delivery and performance  of
this  Agreement and the  consummation of the  Merger and the  fulfillment of and
compliance with the terms and conditions of this Agreement do not and will  not,
with  the passing of time  or the giving of notice  or both, violate or conflict
with, constitute  a breach  of  or default  under, result  in  the loss  of  any
material  benefit under, or permit the acceleration of any obligation under, (i)
any term or provision of the Articles or Certificate of Incorporation or  Bylaws
of  Company or any Company Subsidiary,  (ii) any "Material Contract" (as defined
in Section  3.13),  (iii)  any  judgment,  decree  or  order  of  any  court  or
governmental authority or agency to which Company or any Company Subsidiary is a
party  or by which  Company, any Company  Subsidiary or any  of their respective
properties is bound, or (iv) any statute, law, regulation or rule applicable  to
Company  or  any  Company  Subsidiary  other  than  such  violations, conflicts,
breaches or defaults  which would not  have a Company  Material Adverse  Effect.
Except  for the filing of the Certificate  of Merger with the Secretary of State
of the State  of Delaware, compliance  with the applicable  requirements of  the
Hart-Scott-Rodino  Antitrust  Improvements  Act  of 1976  (the  "HSR  Act"), the
Securities Act, Securities Exchange Act of 1934, as amended (the "Exchange Act")
and  applicable  state   securities  laws,  no   consent,  approval,  order   or
authorization  of, or registration, declaration or filing with, any governmental
agency or public or regulatory unit,  agency, body or authority with respect  to
Company  or any of the  Company Subsidiaries is required  in connection with the
execution,  delivery  or  performance  of  this  Agreement  by  Company  or  the
consummation of the transactions contemplated hereby.

    3.7.  CAPITALIZATION OF COMPANY.

        (a)  The  authorized capital  stock  of Company  consists  of 20,000,000
    shares of common stock, $.01 par  value, and 10,000,000 shares of  preferred
    stock,  $.01 par  value. As  of the  date hereof,  there were  (i) 6,491,405
    shares of Company  Common Stock issued  and outstanding, (ii)  no shares  of
    Company's  preferred  stock  outstanding, (iii)  454,250  shares  of Company
    Common Stock reserved for issuance upon the exercise of outstanding  options
    granted  under the Option  Plan and the Directors'  Plan, and (iv) 5,631,418
    shares of Company Common Stock held as treasury shares.

                                      A-8
<PAGE>
        (b) All of  the issued and  outstanding shares of  Company Common  Stock
    have   been  duly  authorized  and  validly   issued  and  are  fully  paid,
    nonassessable and free of preemptive rights.

        (c) To Company's knowledge, other than as set forth on Schedule  3.7(c),
    there   are  no  voting  trusts,  stockholder  agreements  or  other  voting
    arrangements by the stockholders of Company.

        (d) Except as set forth in subsection (a) above, there is no outstanding
    subscription,  contract,  convertible  or  exchangeable  security,   option,
    warrant,   call  or  other  right  obligating  Company  or  any  of  Company
    Subsidiaries to  issue,  sell, exchange,  or  otherwise dispose  of,  or  to
    purchase,  redeem or otherwise acquire, shares of, or securities convertible
    into or exchangeable for, capital stock of Company or Company Subsidiaries.

    3.8.   COMPANY  SEC REPORTS.    Company has  made  available to  Parent  and
Purchaser (i) Company's Annual Report on Form 10-K, including all exhibits filed
thereto  and items incorporated  therein by reference,  (ii) Company's Quarterly
Reports on  Form 10-Q,  including all  exhibits thereto  and items  incorporated
therein  by reference, (iii) proxy statements  relating to Company's meetings of
stockholders and (iv) all other  reports or registration statements (as  amended
or  supplemented prior to the date hereof), filed by Company with the Securities
and Exchange Commission (the "SEC") since August 4, 1994, including all exhibits
thereto and  items incorporated  therein by  reference (items  (i) through  (iv)
being  referred to as the "Company SEC  Reports"). As of their respective dates,
the Company SEC Reports did not contain any untrue statement of a material  fact
or  omit to state a material fact required  to be stated therein or necessary to
make the statements therein, in light of the circumstances under which they were
made, not  misleading. Since  August 4,  1994, Company  has filed  all  material
forms, reports and documents with the SEC required to be filed by it pursuant to
the  federal securities laws and the  SEC rules and regulations thereunder, each
of which complied  as to form,  at the time  such form, report  or document  was
filed,  in  all  material  respects  with  the  applicable  requirements  of the
Securities Act and  the Exchange Act  and the applicable  rules and  regulations
thereunder.

    3.9.    FINANCIAL  STATEMENTS AND  RECORDS  OF  COMPANY.   Company  has made
available to  Parent and  Purchaser true,  correct and  complete copies  of  the
following financial statements (the "Company Financial Statements"):

        (a)   the  consolidated   financial  statements   of  Company   and  its
    subsidiaries as of December 31, 1993 and 1994 and for the years then  ended,
    including the notes thereto, in each case examined by and accompanied by the
    report   of  Ernst  &   Young  LLP  (collectively,   the  "Company  Year-End
    Statements");

        (b)  the  unaudited  consolidated  balance  sheet  of  Company  and  its
    subsidiaries  as of  June 30, 1995  (the "Company Balance  Sheet"), with any
    notes thereto, and  the related unaudited  consolidated statement of  income
    for  the  six  months  then  ended  (collectively,  the  "Company  Quarterly
    Statements");

        (c) the financial statements of Palm Coast Data Ltd. as of December  31,
    1993  and 1994 and for the years then ended, including the notes thereto, in
    each case examined  by and accompanied  by the report  of Deloitte &  Touche
    L.L.P. (collectively, the "Palm Coast Statements"); and

        (d)  the consolidated financial statements  of T.R. McClure and Company,
    Inc. and related  companies as of  December 31,  1993 and 1994  and for  the
    years  then ended, including the notes thereto, in each case examined by and
    accompanied by  the  report  of  La  Vecchia  &  Zarro,  and  the  unaudited
    consolidated  financial  statements of  T.R. McClure  and Company,  Inc. and
    related companies as  of June 30,  1995 and  for the six  months then  ended
    (collectively, the "McClure Statements").

    The Company Year-End Statements and the Company Quarterly Statements present
fairly,  in all  material respects,  the financial  position of  Company and its
subsidiaries, as the case  may be, as  of the dates thereof  and the results  of
operations  and  cash  flows  thereof  for  the  periods  then  ended,  in  each

                                      A-9
<PAGE>
case in conformity with  generally accepted accounting principles,  consistently
applied,  except as noted therein. The  Palm Coast Statements present fairly, in
all material respects, the  financial position of Palm  Coast Data Ltd. and  the
results  of its operations  and cash flows  for the periods  then ended, in each
case in conformity with  generally accepted accounting principles,  consistently
applied,  except as noted therein. The McClure Statements present fairly, in all
material respects, the financial position of T. R. McClure and Company, Inc. and
its related companies and the results of  its operations and cash flows for  the
periods  then  ended,  in  each  case  in  conformity  with  generally  accepted
accounting principles,  consistently applied,  except  as noted  therein.  Since
December  31, 1994, there has been no change in accounting principles applicable
to,  or  methods  of  accounting  utilized  by,  Company  and/or  such   Company
Subsidiaries,  as the  case may  be, except  as noted  in the  Company Financial
Statements. The books and records of Company have been and are being  maintained
in  accordance with good business practice,  reflect only valid transactions and
are complete and correct in all material respects.

    3.10.  ABSENCE OF CERTAIN CHANGES.  Since December 31, 1994, Company and the
Company Subsidiaries have not, except as otherwise set forth in the Company  SEC
Reports or on Schedule 3.10:

        (a)  suffered any adverse change in the business, operations, assets, or
    financial condition, except as reflected on the Company Quarterly Statements
    and except for  such changes  that would not  result in  a Company  Material
    Adverse Effect;

        (b) suffered any material damage or destruction to or loss of the assets
    of  Company or any Company Subsidiary,  whether or not covered by insurance,
    which property  or assets  are material  to the  operations or  business  of
    Company and Company Subsidiaries taken as a whole;

        (c)  settled,  forgiven,  compromised,  canceled,  released,  waived  or
    permitted to lapse any material rights or claims other than in the  ordinary
    course of business;

        (d)  entered into  or terminated  any material  agreement, commitment or
    transaction, or agreed or made any changes in material leases or agreements,
    other  than  renewals   or  extensions  thereof   and  leases,   agreements,
    transactions  and  commitments entered  into or  terminated in  the ordinary
    course of business;

        (e) written  up, written  down or  written  off the  book value  of  any
    material amount of assets other than in the ordinary course of business;

        (f) declared, paid or set aside for payment any dividend or distribution
    with respect to Company's capital stock;

        (g)  redeemed,  purchased or  otherwise  acquired, or  sold,  granted or
    otherwise disposed  of, directly  or indirectly,  any of  Company's  capital
    stock  or securities (other than shares issued upon exercise of the Options)
    or any rights  to acquire  such capital stock  or securities,  or agreed  to
    changes in the terms and conditions of any such rights outstanding as of the
    date of this Agreement;

        (h)  increased the compensation of or  paid any bonuses to any employees
    or contributed to any employee benefit  plan, other than in accordance  with
    established  policies, practices or requirements  and as provided in Section
    5.1 hereof;

        (i) entered into  any employment, consulting  or compensation  agreement
    with  any person  or group,  except for  agreements which  would not  have a
    Company Material Adverse Effect;

        (j)  entered into any collective bargaining agreement with any person or
    group;

        (k) entered into, adopted or amended any employee benefit plan; or

        (l) entered into any agreement to do any of the foregoing.

                                      A-10
<PAGE>
    3.11.  NO  MATERIAL UNDISCLOSED LIABILITIES.   There are  no liabilities  or
obligations  of  Company  or the  Company  Subsidiaries of  any  nature, whether
absolute, accrued, contingent, or otherwise, other than:

        (a) the  liabilities  and obligations  that  are reflected,  accrued  or
    reserved  against  on Company  Balance Sheet  or the  unaudited consolidated
    balance sheet of T. R. McClure  and Company, Inc. and related companies,  as
    of  June  30, 1995  (the "McClure  Balance  Sheet"), or  referred to  in the
    footnotes to the  Company Balance  Sheet or  the McClure  Balance Sheet,  or
    incurred  in  the  ordinary  course of  business  and  consistent  with past
    practices since June 30, 1995; or

        (b)  liabilities  and  obligations  incurred  in  connection  with   the
    acquisition  of certain of the assets of T. R. McClure and Company, Inc. and
    certain related companies; or

        (c) liabilities and obligations which in the aggregate would not  result
    in a Company Material Adverse Effect.

    3.12.   TAX RETURNS;  TAXES.  Each  of Company and  the Company Subsidiaries
have duly filed all U.S. federal  and material state, county, local and  foreign
tax returns and reports required to be filed by it, including those with respect
to  income,  payroll,  property,  withholding,  social  security,  unemployment,
franchise, excise and sales taxes and  all such returns and reports are  correct
in  all material respects; have  either paid in full  all taxes that have become
due as reflected on  any return or  report and any  interest and penalties  with
respect  thereto or have fully accrued on its books or have established adequate
reserves for all taxes payable but not yet due; and have made cash deposits with
appropriate governmental authorities representing  estimated payments of  taxes,
including income taxes and employee withholding tax obligations. No extension or
waiver of any statute of limitations or time within which to file any return has
been granted to or requested by Company or the Company Subsidiaries with respect
to  any  tax. No  unsatisfied deficiency,  delinquency or  default for  any tax,
assessment or governmental charge has been claimed, proposed or assessed against
Company or the Company Subsidiaries, nor has Company or the Company Subsidiaries
received notice of any such deficiency, delinquency or default. Company and  the
Company Subsidiaries have no material tax liabilities other than those reflected
on  Company Balance Sheet and  those arising in the  ordinary course of business
since the date thereof. Company will make available to Parent true, complete and
correct copies of Company's consolidated U.S.  federal tax returns for the  last
five  years and make available  such other tax returns  requested by Parent. The
U.S. federal income tax liabilities of Company and the Company Subsidiaries have
been determined by the Internal Revenue Service and paid for all fiscal years up
to and including the year ended December 31, 1993.

    3.13.   MATERIAL CONTRACTS.   Company  has furnished  or made  available  to
Parent  accurate  and  complete copies  of  the Material  Contracts  (as defined
herein) applicable to Company or any of the Company Subsidiaries. Except as  set
forth  on Schedule 3.13,  there is not  under any of  the Material Contracts any
existing breach, default or event  of default by Company  or any of the  Company
Subsidiaries  nor  event  that  with  notice or  lapse  of  time  or  both would
constitute a  breach, default  or event  of default  by Company  or any  of  the
Company  Subsidiaries other than  breaches, defaults or  events of default which
would not have a Company Material Adverse  Effect nor does Company know of,  and
Company  has not received notice of, or made a claim with respect to, any breach
or default  by  any  other  party  thereto which  would,  severally  or  in  the
aggregate,  have a  Company Material  Adverse Effect.  As used  herein, the term
"Material Contracts" shall mean all contracts and agreements filed, or  required
to  be filed, as exhibits  to Company's Annual Report on  Form 10-K for the year
ended December 31,  1994 and  any contracts  and agreements  entered into  since
December 31, 1994 which would be required to be filed as an exhibit to Company's
Annual Report on Form 10-K for the year ending December 31, 1995.

    3.14.  LITIGATION AND GOVERNMENT CLAIMS.  Except as disclosed in the Company
SEC  Reports,  there  is  no  pending  suit,  claim,  action  or  litigation, or
administrative, arbitration or other proceeding or governmental investigation or
inquiry against Company or the Company Subsidiaries to which their businesses or
assets are subject  which would, severally  or in the  aggregate, reasonably  be

                                      A-11
<PAGE>
expected  to result in  a Company Material  Adverse Effect. To  the knowledge of
Company, there are no such  proceedings threatened or contemplated which  would,
severally  or in the aggregate, have  a Company Material Adverse Effect. Neither
Company  nor  any  Company  Subsidiary  is  subject  to  any  judgment,  decree,
injunction,  rule or order  of any court,  or, to the  knowledge of Company, any
governmental restriction applicable to Company  or any Company Subsidiary  which
is  reasonably likely (i) to  have a Company Material  Adverse Effect or (ii) to
cause a  material limitation  on Parent's  ability to  operate the  business  of
Company (as it is currently operated) after the Closing.

    3.15.  COMPLIANCE WITH LAWS.  Company and the Company Subsidiaries each have
all  material authorizations, approvals,  licenses and orders  to carry on their
respective businesses as  they are  now being conducted,  to own  or hold  under
lease  the properties and assets they own or hold under lease and to perform all
of their obligations under the agreements to which they are a party, except  for
instances  which would not  have a Company Material  Adverse Effect. Company and
the Company Subsidiaries  have been  and are, to  the knowledge  of Company,  in
compliance  with all  applicable laws  (including the  Foreign Corrupt Practices
Act),  regulations  and   administrative  orders  of   any  country,  state   or
municipality  or of  any subdivision  of any  thereof to  which their respective
businesses and their employment of labor or their use or occupancy of properties
or any part  hereof are subject,  the violation  of which would  have a  Company
Material Adverse Effect.

    3.16.   EMPLOYEE BENEFIT PLANS.  Each employee benefit plan, as such term is
defined in Section 3(3) of the Employee Retirement Income Security Act of  1974,
as  amended ("ERISA"), of Company or  the Company Subsidiaries (collectively the
"Employee  Plans")  complies  in  all  material  respects  with  all  applicable
requirements  of ERISA and  the Internal Revenue  Code of 1986,  as amended (the
"Code"), and other applicable  laws. None of the  Employee Plans is an  employee
pension  benefit plan  or a  multiemployer plan,  as such  terms are  defined in
ERISA. Neither Company nor any Company  Subsidiary, nor any of their  respective
directors, officers, employees or agents has, with respect to any Employee Plan,
engaged  in any "prohibited transaction," as such term is defined in the Code or
ERISA, nor has any  Employee Plan engaged in  such prohibited transaction  which
could  result in any taxes or  penalties or other prohibited transactions, which
in the aggregate could have a Company Material Adverse Effect.

    3.17.  EMPLOYMENT AGREEMENTS; LABOR RELATIONS.

        (a) Schedule  3.17  sets forth  a  complete  and accurate  list  of  all
    material employee benefit or compensation plans, agreements and arrangements
    to  which Company  or any  Company Subsidiary  is a  party and  which is not
    disclosed in the Company SEC  Reports, including without limitation (i)  all
    severance,  employment, consulting  or similar contracts,  (ii) all material
    agreements and  contracts with  "change of  control" provisions  or  similar
    provisions  and (iii)  all indemnification  agreements or  arrangements with
    directors or officers.

        (b) Each of Company and the Company Subsidiaries is in compliance in all
    material  respects  with  all  laws  (including  Federal  and  state   laws)
    respecting  employment  and employment  practices,  terms and  conditions of
    employment, wages  and hours,  and is  not engaged  in any  unfair labor  or
    unlawful  employment  practice.  There is  no  unlawful  employment practice
    discrimination charge  pending  before the  EEOC  or EEOC  recognized  state
    "referral agency." Except as set forth on Schedule 3.17 or as would not have
    a  Company Material Adverse Effect, there is no unfair labor practice charge
    or complaint  against Company  or any  of the  Company Subsidiaries  pending
    before  the National Labor Review Board.  There is no labor strike, dispute,
    slowdown or  stoppage actually  pending  or, to  the knowledge  of  Company,
    threatened  against or involving or affecting  Company or any of the Company
    Subsidiaries and  no National  Labor  Review Board  representation  question
    exists  respecting  their  respective  employees.  Except  as  set  forth on
    Schedule 3.17 or  as would not  have a Company  Material Adverse Effect,  no
    grievances  or  arbitration  proceeding  is  pending  and  no  written claim
    therefor exists.  Except  as  set  forth  on  Schedule  3.17,  there  is  no
    collective  bargaining agreement  that is binding  on Company or  any of the
    Company Subsidiaries.

                                      A-12
<PAGE>
    3.18.  INTELLECTUAL PROPERTY.  Company  and the Company Subsidiaries own  or
have  valid,  binding  and  enforceable  rights  to  use  all  material patents,
trademarks, trade names, service marks, service names, copyrights,  applications
therefor  and  licenses  or  other  rights  in  respect  thereof  ("Intellectual
Property") used or held for  use in connection with  the business of Company  or
the  Company Subsidiaries, without any known conflict with the rights of others,
except for such  conflicts as  do not have  a Company  Material Adverse  Effect.
Neither Company nor any of the Company Subsidiaries has received any notice from
any other person pertaining to or challenging the right of Company or any of the
Company  Subsidiaries to  use any  Intellectual Property  or any  trade secrets,
proprietary information, inventions, know-how, processes and procedures owned or
used or licensed to Company or the Company Subsidiaries, except with respect  to
rights  the loss of  which, individually or  in the aggregate,  would not have a
Company Material Adverse Effect.

    3.19.  BROKERS AND FINDERS.   None of Company, the Company Subsidiaries  or,
to  Company's  knowledge,  any  of  their  respective  officers,  directors  and
employees has employed  any broker, finder  or investment bank  or incurred  any
liability  for any investment  banking fees, financial  advisory fees, brokerage
fees or finders' fees in  connection with the transactions contemplated  hereby,
except  that Company has engaged CS First Boston as its financial advisor. Other
than the foregoing arrangements, Company is  not aware of any claim for  payment
of any finder's fees, brokerage or agent's commissions or other like payments in
connection  with the negotiations leading to  this Agreement or the consummation
of the transactions contemplated hereby. Company has delivered to Parent a  copy
of the engagement letter between Company and CS First Boston.

    3.20.   OPINION OF FINANCIAL  ADVISOR.  Company has  received the opinion of
its  financial  advisor  to  the  effect  that,  as  of  the  date  hereof,  the
consideration  to be received by the holders of Company Common Stock pursuant to
the Merger is  fair from a  financial point of  view to the  holders of  Company
Common Stock.

                                   ARTICLE 4.
             REPRESENTATIONS AND WARRANTIES OF PARENT AND PURCHASER

    Parent and Purchaser hereby represent and warrant to Company as follows:

    4.1.   ORGANIZATION AND  GOOD STANDING.   Each of Parent  and Purchaser is a
corporation duly organized, validly existing and in good standing under the laws
of the jurisdiction of its incorporation.

    4.2.  CORPORATE POWER AND AUTHORITY.   Parent and its subsidiaries have  the
corporate  power  and  authority  to own,  lease  and  operate  their respective
properties and assets and to carry  on their respective businesses as  currently
being  conducted.  Each of  Parent  and Purchaser  has  the corporate  power and
authority to execute and deliver this  Agreement and to perform its  obligations
under  this Agreement and to consummate  the Merger. The execution, delivery and
performance by Parent and Purchaser of  this Agreement has been duly  authorized
by all necessary corporate action.

    4.3.   BINDING EFFECT.  This Agreement  has been duly executed and delivered
by Parent  and Purchaser  and is  the legal,  valid and  binding obligations  of
Parent and Purchaser, enforceable in accordance with its terms except that:

        (a)  enforceability may  be limited  by bankruptcy,  insolvency or other
    similar laws affecting creditors' rights;

        (b) the availability of equitable  remedies may be limited by  equitable
    principles of general applicability; and

        (c) rights to indemnification may be limited by considerations of public
    policy.

    4.4.   ABSENCE OF  RESTRICTIONS AND CONFLICTS.   The execution, delivery and
performance of  this  Agreement and  the  consummation  of the  Merger  and  the
fulfillment of and compliance with the terms and conditions of this Agreement do
not  and  will  not,  with the  passing  of  time  or the  giving  of  notice or

                                      A-13
<PAGE>
both, violate or conflict with, constitute a breach of or default under,  result
in  the loss of  any material benefit  under, or permit  the acceleration of any
obligation under, (i) any  term or provision of  the Articles or Certificate  of
Incorporation  or  Bylaws  of Parent  or  Purchaser, (ii)  any  "Parent Material
Contract" (as defined herein), (iii) any judgment, decree or order of any  court
or  governmental authority or  agency to which  Parent or its  subsidiaries is a
party or  by  which  Parent or  its  subsidiaries  or any  of  their  respective
properties  is bound, or (iv) any statute, law, regulation or rule applicable to
Parent or its subsidiaries  other than such  violations, conflicts, breaches  or
defaults  as  would not  have a  material  adverse effect  on (a)  the business,
operations, assets or financial condition  of Parent or its subsidiaries,  taken
as  a  whole  (a "Parent  Material  Adverse  Effect"), or  (b)  the  validity or
enforceability of,  or  the  ability  of Parent  or  Purchaser  to  perform  its
obligations  under, this Agreement. Except for  the filing of the Certificate of
Merger with the Secretary of State of the State of Delaware, compliance with the
applicable requirements of the HSR Act, the Securities Act, the Exchange Act and
applicable state securities laws, no  consent, approval, order or  authorization
of,  or registration,  declaration or  filing with,  any governmental  agency or
public or regulatory unit, agency, body  or authority with respect to Parent  or
its  subsidiaries  is required  in connection  with  the execution,  delivery or
performance of this Agreement by Parent or the consummation of the  transactions
contemplated  hereby. As used herein, the term "Parent Material Contracts" shall
mean all of contracts and agreements filed, or required to be filed, as exhibits
to Parent's Annual Report on Form 10-K for the year ended December 31, 1994  and
any  contract or agreement entered  into since December 31,  1994 which would be
required to be filed as  an exhibit to Parent's Annual  Report on Form 10-K  for
the year ending December 31, 1995.

    4.5.  CAPITALIZATION OF PARENT.

        (a) The authorized capital stock of Parent consists of 40,000,000 shares
    of  Parent Common Stock, $.01 par value; 10,000,000 shares of Class C Common
    Stock, $.01 par  value; and  60,000,000 shares  of preferred  stock, no  par
    value.  As of  the date  hereof, there are  (i) 17,703,531  shares of Parent
    Common Stock  outstanding,  (ii) no  shares  of  the Class  C  Common  Stock
    outstanding,  (iii) no shares  of the Preferred  Stock outstanding, and (iv)
    906,472 shares  reserved  for  issuance upon  the  exercise  of  outstanding
    options  (the "Parent Options") granted  under Parent's Amended and Restated
    Option Plan. All of the issued and outstanding shares of Parent Common Stock
    have been  duly  authorized  and  validly issued  and  are  fully  paid  and
    nonassessable.

        (b) All of the issued and outstanding shares of Parent Common Stock have
    been  duly authorized and  validly issued and  are fully paid, nonassessable
    and free of preemptive rights.

        (c) To  Parent's  knowledge, there  are  no voting  trusts,  stockholder
    agreements or other voting arrangements by the stockholders of Parent.

        (d) Except as set forth in subsection (a) above, there is no outstanding
    subscription,   contract,  convertible  or  exchangeable  security,  option,
    warrant, call or other right obligating Parent or its subsidiaries to issue,
    sell, exchange, or otherwise dispose of, or to purchase, redeem or otherwise
    acquire, shares  of, or  securities convertible  into or  exchangeable  for,
    capital stock of Parent.

    4.6.  PARENT SEC REPORTS.  Parent has made available to Company (i) Parent's
Annual  Reports on  Form 10-K,  including all  exhibits filed  thereto and items
incorporated therein by reference, (ii) Parent's Quarterly Reports on Form 10-Q,
including all  exhibits thereto  and items  incorporated therein  by  reference,
(iii)  proxy statements relating  to Parent's meetings  of stockholders and (iv)
all other reports or registration  statements (as amended or supplemented  prior
to  the date  hereof), filed  by Parent  with the  SEC since  December 31, 1993,
including all  exhibits  thereto and  items  incorporated therein  by  reference
(items  (i) through (iv) being  referred to as the  "Parent SEC Reports"). As of
their respective dates, Parent SEC Reports did not contain any untrue  statement
of  a material  fact or  omit to  state a  material fact  required to  be stated
therein  or  necessary  to  make  the  statements  therein,  in  light  of   the
circumstances  under which  they were made,  not misleading.  Since December 31,
1993, Parent has filed  all material forms, reports  and documents with the  SEC
required to be filed by it

                                      A-14
<PAGE>
pursuant  to  the federal  securities  laws and  the  SEC rules  and regulations
thereunder, each of which complied as to form, at the time such form, report  or
document was filed, in all material respects with the applicable requirements of
the Securities Act and the Exchange Act and the applicable rules and regulations
thereunder.

    4.7.  FINANCIAL STATEMENTS AND RECORDS OF PARENT.  Parent has made available
to  Company  true,  correct  and  complete  copies  of  the  following financial
statements (the "Parent Financial Statements"):

        (a) the  consolidated  balance sheets  of  Parent and  its  consolidated
    subsidiaries  as  of  December  31,  1993  and  1994  and  the  consolidated
    statements of income,  stockholders' equity  and cash flows  for the  fiscal
    years  then ended, including the notes thereto, in each case examined by and
    accompanied by the report of KPMG Peat Marwick LLP; and

        (b) the  unaudited balance  sheet of  Parent as  of June  30, 1995  (the
    "Parent  Balance Sheet"), with any notes  thereto, and the related unaudited
    statement of income for the six months then ended (collectively, the "Parent
    Quarterly Statements").

    The Parent Financial  Statements present fairly,  in all material  respects,
the  financial position  of Parent as  of the  dates thereof and  the results of
operations and changes in financial position thereof for the periods then ended,
in each  case  in  conformity with  generally  accepted  accounting  principles,
consistently  applied, except as  noted therein. Since  December 31, 1994, there
has been  no  change in  accounting  principles  applicable to,  or  methods  of
accounting  utilized by, Parent, except as noted in Parent Financial Statements.
The books and records of Parent have been and are being maintained in accordance
with good business practice, reflect  only valid transactions, are complete  and
correct  in all material  respects, and present fairly  in all material respects
the basis for  the financial position  and results of  operations of Parent  set
forth in Parent Financial Statements.

    4.8.   ABSENCE OF CERTAIN CHANGES.  Since December 31, 1994, Parent has not,
except as otherwise set forth in the Parent SEC Reports or on Schedule 4.8:

        (a) suffered any adverse change in the business, operations, assets,  or
    financial  condition except  for such changes  that would not  have a Parent
    Material Adverse Effect;

        (b) suffered any material damage or destruction to or loss of the assets
    of Parent or its  subsidiaries, whether or not  covered by insurance,  which
    property  or assets are material to the operations or business of Parent and
    its subsidiaries taken as a whole;

        (c) redeemed,  purchased  or otherwise  acquired,  or sold,  granted  or
    otherwise disposed of, directly or indirectly, any of Parent's capital stock
    or securities (other than shares issued upon exercise of the Parent Options)
    or  any rights  to acquire  such capital stock  or securities,  or agreed to
    changes in the terms and conditions of any such rights outstanding as of the
    date of this Agreement; or

        (d) entered into any agreement to do any of the foregoing.

    4.9.  NO  MATERIAL UNDISCLOSED  LIABILITIES.   There are  no liabilities  or
obligations  of Parent and its consolidated  subsidiaries of any nature, whether
absolute, accrued, contingent, or otherwise, other than:

        (a) liabilities and obligations that are reflected, accrued or  reserved
    against  on Parent  Balance Sheet  or referred  to in  the footnotes  to the
    Parent Balance Sheet,  or incurred in  the ordinary course  of business  and
    consistent with past practices since June 30, 1995; or

        (b)  liabilities and obligations which in the aggregate would not result
    in a Parent Material Effect.

    4.10.  COMPLIANCE  WITH LAWS.   Parent and  its subsidiaries  each have  all
material  authorizations,  approvals,  licenses  and orders  to  carry  on their
respective businesses as they are now being

                                      A-15
<PAGE>
conducted, to own or hold under lease the properties or assets they own or  hold
under  lease and  to perform  all of their  obligations under  the agreements to
which they are  a party,  except for  instances which  would not  have a  Parent
Material  Adverse Effect. Parent and its subsidiaries  have been and are, to the
knowledge of  Parent, in  compliance  with all  applicable laws  (including  the
Foreign  Corrupt Practices  Act), regulations  and administrative  orders of any
country, state or municipality or any subdivision of any thereof to which  their
respective businesses and their employment of labor or their use or occupancy of
properties  or any part hereof are subject,  the violation of which would have a
Parent Material Adverse Effect.

    4.11.   BROKERS AND  FINDERS.   None of  Parent, Purchaser  or, to  Parent's
knowledge,  any  of  their  respective  officers,  directors  and  employees has
employed any broker, finder or investment bank or incurred any liability for any
investment banking fees,  financial advisory  fees, brokerage  fees or  finders'
fees in connection with the transactions contemplated hereby, except that Parent
has  engaged Donaldson, Lufkin & Jenrette  Securities Corporation as a financial
advisor. Other than the foregoing arrangements and other than certain fees  that
may  be paid  to Company's  financial advisors  as contemplated  by Section 3.20
hereof, Parent is  not aware  of any  claim for  payment of  any finder's  fees,
brokerage  or agent's commissions or other  like payments in connection with the
negotiations leading to this Agreement  or the consummation of the  transactions
contemplated hereby.

    4.12.   OPINION OF  FINANCIAL ADVISOR.   Parent has received  the opinion of
Donaldson, Lufkin & Jenrette  Securities Corporation to the  effect that, as  of
the  date  hereof, the  consideration to  be paid  by Parent  to the  holders of
Company Common Stock pursuant to the Merger  is fair to Parent from a  financial
point of view.

                                   ARTICLE 5.
                        CERTAIN COVENANTS AND AGREEMENTS

    5.1.  CONDUCT OF BUSINESS BY COMPANY.  From the date hereof to the Effective
Date,  Company  will,  and will  cause  each  Company Subsidiary  to,  except as
required in connection with the  Merger and the other transactions  contemplated
by  this Agreement and except as otherwise  disclosed on the schedules hereto or
consented to in writing by Parent:

        (a) carry  on  its  business  in the  ordinary  and  regular  course  in
    substantially  the same manner as heretofore conducted and not engage in any
    new line of business  or enter into any  material agreement, transaction  or
    activity  or make any  material commitment except those  in the ordinary and
    regular course of business and  not otherwise prohibited under this  Section
    5.1;

        (b)   neither  change   nor  amend   its  Certificate   or  Articles  of
    Incorporation or Bylaws;

        (c) other than pursuant  to the exercise of  the Options outstanding  on
    the  date hereof, not  issue, sell or  grant options, warrants  or rights to
    purchase or subscribe  to, or enter  into any arrangement  or contract  with
    respect  to the issuance or  sale of any of the  capital stock of Company or
    any of Company's Subsidiaries or  rights or obligations convertible into  or
    exchangeable  for  any shares  of the  capital  stock of  Company or  any of
    Company's subsidiaries and not alter the terms of any presently  outstanding
    options  or the Option Plan  or the Directors' Plan  or make any changes (by
    split-up, combination, reorganization or otherwise) in the capital structure
    of Company or any of Company's Subsidiaries; PROVIDED, HOWEVER, Company  may
    amend  all Stock Option Award Agreements with  respect to the Option Plan to
    provide for  the immediate  exercisability of  all Options  covered by  such
    Award  Agreements upon  the approval and  adoption of this  Agreement by the
    affirmative vote of  the holders  of a majority  of all  of the  outstanding
    shares (as of the "Record Date" set forth in the Proxy Statement) of Company
    Common Stock;

        (d)  not declare,  pay or  set aside for  payment any  dividend or other
    distribution in respect of the capital  stock or other equity securities  of
    Company  and not  redeem, purchase  or otherwise  acquire any  shares of the
    capital stock  or  other  securities  of  Company  or  any  of  the  Company

                                      A-16
<PAGE>
    Subsidiaries  or rights or obligations  convertible into or exchangeable for
    any shares of the capital stock or other securities of Company or any of the
    Company Subsidiaries or obligations convertible  into such, or any  options,
    warrants or other rights to purchase or subscribe to any of the foregoing;

        (e)  not  acquire or  enter into  any agreement  to acquire,  by merger,
    consolidation or purchase of stock or assets, any business or entity;

        (f)  use  its  reasonable  efforts  to  preserve  intact  the  corporate
    existence,  goodwill and  business organization  of Company  and the Company
    Subsidiaries, to keep the officers and employees of Company and the  Company
    Subsidiaries  available  to Company  and  to preserve  the  relationships of
    Company and the  Company Subsidiaries with  suppliers, customers and  others
    having  business relations with any of them, except for such instances which
    would not have a Company Material Adverse Effect;

        (g) not (i) create, incur or  assume any debt (including obligations  in
    respect  of  capital leases  which individually  involve annual  payments in
    excess of $250,000)  or, except  in the  ordinary course  of business  under
    existing  lines of credit,  create, incur or assume  any short-term debt for
    borrowed money, (ii) assume, guarantee,  endorse or otherwise become  liable
    or  responsible  (whether  directly,  contingently  or  otherwise)  for  the
    obligations of any other  person other than  Company Subsidiaries except  in
    the  ordinary course of  business, (iii) make  any loans or  advances to any
    other person other  than the  Company Subsidiaries, except  in the  ordinary
    course  of  business and  consistent with  past practice,  or (iv)  make any
    capital contributions  to, or  investments  in, any  person other  than  the
    Company  Subsidiaries except in  the ordinary course  of business; provided,
    however, that the aggregate amount  of all of the liabilities,  obligations,
    loans, contributions, investments and other actions described in (i) through
    (iv)  above that  would otherwise  be permitted  hereunder shall  not in the
    aggregate exceed $1,000,000 at the time of the Closing;

        (h) not (i) enter into, modify or extend in any manner the terms of  any
    employment,  severance or  similar agreements  with officers  and directors,
    (ii) grant  any  increase in  the  compensation of  officers  or  directors,
    whether  now  or  hereafter payable,  or  (iii)  grant any  increase  in the
    compensation of any other employees except for compensation increases in the
    ordinary course  of business  and consistent  with past  practice (it  being
    understood  by the parties  hereto that for  the purposes of  (ii) and (iii)
    above increases in compensation shall  include any increase pursuant to  any
    option,   bonus,   stock   purchase,   pension,   profit-sharing,   deferred
    compensation,  retirement   or   other  plan,   arrangement,   contract   or
    commitment);

        (i)  not make or incur (other than in the ordinary course of business or
    those capital expenditures set forth on Schedule 5.1(a) hereto made pursuant
    to contracts  entered  into  prior  to  the  date  of  this  Agreement)  any
    individual capital expenditure in excess of $500,000 or capital expenditures
    in  the  aggregate in  excess of  $2,000,000 without  the prior  approval of
    Parent (as used  herein, "capital  expenditure" shall mean  all payments  in
    respect  of  the cost  of  any fixed  asset  or improvement  or replacement,
    substitution or addition thereto  which has a useful  life of more than  one
    year,  including those costs  arising in connection  with the acquisition of
    such assets by way of increased  product or service charges or offset  items
    or in connection with capital leases);

        (j)  except in instances which would not have a Company Material Adverse
    Effect,  perform all of its obligations under all Material Contracts (except
    those being contested in good faith) and not enter into, assume or amend any
    contract or  commitment  that  would  be  a  Material  Contract  other  than
    contracts  to  provide  services  entered into  in  the  ordinary  course of
    business; and

        (k) except in instances which would not have a Company Material  Adverse
    Effect,  prepare and file all federal,  state, local and foreign returns for
    taxes and other tax reports, filings and

                                      A-17
<PAGE>
    amendments thereto required  to be  filed by it,  and allow  Parent, at  its
    request,  to review  all such  returns, reports,  filings and  amendments at
    Company's offices  prior  to the  filing  thereof, which  review  shall  not
    interfere with the timely filing of such returns.

    In  connection with the  continued operation of the  business of Company and
the Company Subsidiaries between  the date of this  Agreement and the  Effective
Date,  Company shall confer  in good faith  and on a  regular and frequent basis
with one  or more  representatives of  Parent designated  in writing  to  report
operational matters of materiality and the general status of ongoing operations.
In  addition, Company will  allow Parent employees  and agents to  be present at
Company's business locations to observe  the business and operations of  Company
and the Company Subsidiaries. Company acknowledges that Parent does not and will
not  waive any  rights it  may have  under this  Agreement as  a result  of such
consultations nor  shall  Parent  be  responsible  for  any  decisions  made  by
Company's  officers and directors with respect  to matters which are the subject
of such consultation.

    5.2.  CONDUCT OF BUSINESS BY PARENT.  From the date hereof to the  Effective
Date,  Parent will, and  will cause Purchaser and  each of Parent's subsidiaries
to, except as required in connection with the Merger and the other  transactions
contemplated  by  this  Agreement  and  except  as  otherwise  disclosed  in the
schedules hereto or consented to in writing by Company:

        (a) carry  on its  businesses  in the  ordinary  and regular  course  in
    substantially  the same manner as heretofore conducted and not engage in any
    new line of business;

        (b)  neither  change   nor  amend   its  Certificate   or  Articles   of
    Incorporation or Bylaws;

        (c)  not declare,  pay or  set aside for  payment any  dividend or other
    distribution in respect of the capital  stock or other equity securities  of
    Parent  and  not redeem,  purchase or  otherwise acquire  any shares  of the
    capital stock  or other  securities of  Parent or  Purchaser, or  rights  or
    obligations  convertible into or exchangeable for  any shares of the capital
    stock or other securities of Parent or Purchaser or obligations  convertible
    into such, or any options, warrants or other rights to purchase or subscribe
    to any of the foregoing; and

        (d)  not bid for or purchase Parent Common Stock for the 30 trading days
    immediately preceding the Effective Date unless such purchases are  required
    to be made pursuant to any employee benefit plan of Parent.

    5.3.   NOTICE  OF ANY MATERIAL  CHANGE.   Each of Company  and Parent shall,
promptly after the  first notice or  occurrence thereof but  not later than  the
Closing  Date, advise the other in writing of  any event or the existence of any
state of facts that:

        (a) would  make  any  of  its representations  and  warranties  in  this
    Agreement untrue in any material respect; or

        (b)  would otherwise constitute either a Company Material Adverse Effect
    or a Parent Material Adverse Effect.

    5.4.  INSPECTION AND ACCESS TO INFORMATION.

        (a) Between the date of this  Agreement and the Effective Date,  Company
    will,  and  will  cause each  of  the  Company Subsidiaries  to,  provide to
    Purchaser and Parent  and their  accountants, counsel  and other  authorized
    representatives  reasonable  access,  during normal  business  hours  to its
    premises, properties,  contracts,  commitments,  books,  records  and  other
    information  (including tax returns filed and those in preparation) and will
    cause its officers to furnish to  Parent and Purchaser and their  authorized
    representatives  such  financial,  technical and  operating  data  and other
    information pertaining to its business,  as Purchaser and Parent shall  from
    time to time reasonably request.

        (b)  Information obtained by  Parent, any of its  subsidiaries or any of
    its  Representatives  (as  such  term  is  defined  in  the  Confidentiality
    Agreement (the "Confidentiality Agreement")

                                      A-18
<PAGE>
    between  Parent and Company dated  September 19, 1995 and  as amended on the
    date hereof) pursuant  to Section 5.4(a)  shall be treated  as Material  (as
    such  term is defined in the Confidentiality Agreement) and shall be subject
    to the provisions of the Confidentiality Agreement.

        (c) The Company  and its respective  representatives shall maintain  the
    confidentiality   of  all  information  (other  than  information  which  is
    generally available to  the public) concerning  Parent and its  subsidiaries
    acquired  pursuant to the transactions contemplated hereby in the event that
    the Merger is not consummated.  All files, records, documents,  information,
    data  and similar items relating to  the confidential information of Parent,
    whether prepared by  Company or otherwise  coming into Company's  possession
    (other  than information which (a) is  or becomes generally available to the
    public other  than  as a  result  of a  disclosure  by the  Company  or  its
    representatives,  (b) is or  becomes available to the  Company from a source
    other than Parent,  its subsidiaries or  Parent's representatives,  provided
    that  such source is not, and was  not, bound by a confidentiality agreement
    with Parent or any of its affiliates or representatives or (c) Parent agrees
    in writing was available to the Company on a nonconfidential basis prior  to
    disclosure),  shall remain  the exclusive  property of  Parent and  shall be
    promptly delivered to Parent upon termination of this Agreement.

    5.5.  ANTITRUST LAWS.  As soon as practicable but in no event later than  15
days  from the date  hereof, each of Parent  and Company shall  make any and all
filings which are required under  the HSR Act. Each  of Parent and Company  will
assist  the  other  as  may  be  reasonably  requested  in  connection  with the
preparation of such filings.

    5.6.  REGISTRATION STATEMENT AND PROXY STATEMENT.

        (a) As promptly as practicable but in no event later than 15 days  after
    the  execution of this Agreement, Parent  and Company shall promptly prepare
    and file a registration statement on Form S-4 (which registration statement,
    in the form it is declared effective  by the SEC, together with any and  all
    amendments  and  supplements  thereto and  all  information  incorporated by
    reference therein, is  referred to herein  as the "Registration  Statement")
    under  and pursuant to the provisions of  the Securities Act for the purpose
    of registering Parent Common Stock to  be issued in the Merger. Parent  will
    use  its best efforts to receive and respond  to the comments of the SEC and
    to have  the  Registration  Statement  declared  effective  as  promptly  as
    practicable,  and Company shall promptly mail  to its stockholders the proxy
    statement in its  definitive form  contained in  the Registration  Statement
    (the  "Proxy  Statement").  Such Proxy  Statement  shall also  serve  as the
    prospectus to be included in the Registration Statement.

        (b) Each  of  Parent  and  Company agrees  to  provide  as  promptly  as
    practicable  to  the  other  such information  concerning  its  business and
    financial statements and affairs as, in the reasonable judgment of the other
    party, may  be required  or appropriate  for inclusion  in the  Registration
    Statement  and  the  Proxy Statement  or  in any  amendments  or supplements
    thereto, and to cause its counsel and auditors to cooperate with the other's
    counsel and auditors in  the preparation of  the Registration Statement  and
    the Proxy Statement.

        (c)  At the time the Registration Statement becomes effective and at the
    Effective  Date,  as  such  Registration   Statement  is  then  amended   or
    supplemented,  at the time the Proxy Statement is mailed to each of Parent's
    and Company's stockholders and at all  times Parent is required to  maintain
    the  effectiveness  of the  Registration Statement  pursuant to  Section 5.9
    hereof, such Registration Statement and Proxy Statement will (i) not contain
    any untrue statement of a material fact, or omit to state any material  fact
    required  to be stated therein as necessary, in order to make the statements
    therein, in  light of  the circumstances  under which  they were  made,  not
    misleading  or necessary and  (ii) comply in all  material respects with the
    provisions of the Securities  Act and Exchange Act,  as applicable, and  the
    rules  and regulations  thereunder; provided, however,  no representation is
    made by Parent or Company with respect to statements

                                      A-19
<PAGE>
    made in the Registration Statement and Proxy Statement based on  information
    supplied  by the  other party  expressly for  inclusion or  incorporation by
    reference in the  Proxy Statement or  Registration Statement or  information
    omitted with respect to the other party.

    5.7.  STOCKHOLDERS' MEETING.

        (a)  Company shall call a meeting of its stockholders to be held as soon
    as practicable after  the date  hereof for the  purpose of  voting upon  the
    Merger and this Agreement.

        (b)  Company will use  its reasonable efforts  to hold its stockholders'
    meeting as promptly as practicable and will, through its Board of Directors,
    recommend to its stockholders approval of  the Merger and this Agreement  at
    the  stockholders' meeting;  provided, however, that  such recommendation is
    subject to any  action taken  by, or  upon the  authority of,  the Board  of
    Directors of Company in a response to an Acquisition Proposal (as defined in
    Section  5.12 hereof) and in  the exercise of its  good faith judgment as to
    its fiduciary duties to the stockholders of Company, which such judgment  is
    based  upon the advice of independent,  outside legal counsel that a failure
    of the Board  to withdraw,  modify or change  its recommendation  due to  an
    Acquisition Proposal would be likely to constitute a breach of its fiduciary
    duties  to such  stockholders; provided, further,  that Company acknowledges
    that any such change in the  recommendation of Company's Board of  Directors
    is subject to the provisions of Section 9.1(f) and 9.1(g) hereof.

    5.8.   LISTING APPLICATION.  Parent will file a listing application with the
Stock Exchange to approve for listing,  subject to official notice of  issuance,
the  shares of Parent Common Stock to be  issued in the Merger. Parent shall use
its reasonable efforts to cause the shares  of Parent Common Stock to be  issued
in  the Merger  to be  approved for  listing on  the Stock  Exchange, subject to
official notice of issuance, prior to the Effective Date.

    5.9.  AFFILIATES.  At least 30 days prior to the Closing Date, Company shall
deliver to Parent  a letter identifying  all persons  who are, at  the time  the
Merger  is submitted to a  vote to the stockholders  of Company, "affiliates" of
Company for purposes of Rule 145 under the Securities Act. Company shall use its
reasonable efforts to cause each person  who is identified as an "affiliate"  in
such  letter to deliver  to Parent on or  prior to the  Effective Date a written
statement, in form satisfactory to Parent and Company, that such person will not
offer to sell,  transfer or otherwise  dispose of  any of the  shares of  Parent
Common  Stock issued to such person pursuant to the Merger, except in accordance
with the  applicable  provisions  of  the  Securities  Act  and  the  rules  and
regulations  thereunder.  Parent agrees  to  maintain the  effectiveness  of the
Registration Statement under the Securities Act  for the purposes of resales  of
Parent Common Stock by any such affiliates.

    5.10.  REASONABLE EFFORTS; FURTHER ASSURANCES; CO-OPERATION.  Subject to the
other  provisions of  this Agreement,  the parties  hereby shall  each use their
reasonable efforts to perform their obligations herein and to take, or cause  to
be  taken or do, or cause to be done, all things reasonably necessary, proper or
advisable under applicable law  to obtain all  regulatory approvals and  satisfy
all  conditions to the  obligations of the  parties under this  Agreement and to
cause the Merger and  the other transactions contemplated  herein to be  carried
out  promptly in accordance with the terms hereof and shall cooperate fully with
each other and their respective officers, directors, employees, agents, counsel,
accountants and other  designees in  connection with  any steps  required to  be
taken  as a part of their respective obligations under this Agreement, including
without limitation:

        (a) Company and Parent shall promptly make their respective filings  and
    submissions  and shall take,  or cause to  be taken, all  actions and do, or
    cause to be done, all things reasonably necessary, proper or advisable under
    applicable laws and regulations to (i) comply with the provisions of the HSR
    Act, and (ii) obtain any other required approval of any other federal, state
    or local governmental agency or  regulatory body with jurisdiction over  the
    transactions contemplated by this Agreement.

        (b)  In  the  event  any claim,  action,  suit,  investigation  or other
    proceeding by  any governmental  body  or other  person is  commenced  which
    questions the validity or legality of the Merger or

                                      A-20
<PAGE>
    any  of  the  other transactions  contemplated  hereby or  seeks  damages in
    connection therewith, the parties agree to cooperate and use all  reasonable
    efforts  to defend against such claim,  action, suit, investigation or other
    proceeding and,  if an  injunction or  other  order is  issued in  any  such
    action, suit or other proceeding, to use all reasonable efforts to have such
    injunction  or other order lifted, and to cooperate reasonably regarding any
    other impediment to  the consummation  of the  transactions contemplated  by
    this Agreement.

        (c)  Each party shall give prompt written notice to the other of (i) the
    occurrence, or failure to  occur, of any event  which occurrence or  failure
    would  be  likely to  cause  any representation  or  warranty of  Company or
    Parent, as the  case may be,  contained in  this Agreement to  be untrue  or
    inaccurate  in any material respect at any  time from the date hereof to the
    Effective Date or that will or may  result in the failure to satisfy any  of
    the  conditions specified in Article 6 or  7 and (ii) any failure of Company
    or Parent, as  the case  may be,  to comply  with or  satisfy any  covenant,
    condition or agreement to be complied with or satisfied by it hereunder.

    5.11.   PUBLIC ANNOUNCEMENTS.   The timing and  content of all announcements
regarding any aspect of this Agreement or the Merger to the financial community,
government agencies, employees or  the general public  shall be mutually  agreed
upon  in advance (unless Parent  or Company is advised  by counsel that any such
announcement or other disclosure not mutually agreed upon in advance is required
to be made by law or applicable stock exchange rule and then only after making a
reasonable attempt to comply with the provisions of this Section).

    5.12.  NO SOLICITATIONS.  From the  date hereof until the Effective Date  or
until  this Agreement is terminated or  abandoned as provided in this Agreement,
neither Company nor any of the Company Subsidiaries shall directly or indirectly
(i) solicit  or initiate  discussion with  or (ii)  enter into  negotiations  or
agreements  with, or furnish  any information to,  any corporation, partnership,
person or other entity or  group (other than Parent,  an affiliate of Parent  or
their  authorized  representatives pursuant  to  this Agreement)  concerning any
proposal for a merger, sale  of substantial assets, sale  of shares of stock  or
securities   or  other   takeover  or  business   combination  transaction  (the
"Acquisition Proposal") involving  Company or any  of the Company  Subsidiaries,
and  Company will instruct  its officers, directors,  advisors and its financial
and legal representatives and consultants not to take any action contrary to the
foregoing provisions  of this  sentence; provided,  however, that  Company,  its
officers,  directors, advisors and  its financial and  legal representatives and
consultants shall not  be prohibited from  taking any action  described in  (ii)
above to the extent such action is taken by, or upon the authority of, the Board
of  Directors  of Company  in  the exercise  of good  faith  judgment as  to its
fiduciary duties to the  stockholders of Company, which  judgment is based  upon
the  advice of independent, outside legal counsel that a failure of the Board of
Directors of Company to take such action would be likely to constitute a  breach
of  its fiduciary duties to such stockholders, PROVIDED FURTHER, that nothing in
this Section  5.12 shall  prevent the  Company or  the Board  of Directors  from
taking, and disclosing to the Company's stockholders, a position contemplated by
Rules  14d-9 and  14e-2 promulgated  under the Exchange  Act with  regard to any
tender offer or from making such disclosure to the Company's stockholders which,
upon the advice  of independent  outside counsel, is  required under  applicable
law.  Company  will notify  Parent promptly  if Company  becomes aware  that any
inquiries or proposals are received by, any information is requested from or any
negotiations or  discussions  are sought  to  be initiated  with,  Company  with
respect to an Acquisition Proposal, and Company shall promptly deliver to Parent
any   written  inquiries  or  proposals  received  by  Company  relating  to  an
Acquisition Proposal, except, in each case,  where the Company has been  advised
by  independent outside counsel for the  Company that providing such information
to Parent would be likely to result in  a breach of the fiduciary duties of  the
Company's  Board of Directors to the  Company's stockholders. Each time, if any,
that the Board  of Directors of  Company determines, upon  advice of such  legal
counsel  and in  the exercise  of its  good faith  judgment as  to its fiduciary
duties to stockholders, that  it must enter into  negotiations with, or  furnish
any  information to,  any corporation,  partnership, person  or other  entity or
group  (other  than  Parent,  an   affiliate  of  Parent  or  their   authorized
representatives)  concerning any Acquisition Proposal,  Company will give Parent
prompt notice of such determination,

                                      A-21
<PAGE>
except in instances where  Company receives the  advice of independent,  outside
legal  counsel for Company that providing such  information to Parent would be a
breach of the fiduciary duties of Company's Board of Directors).

                                   ARTICLE 6.
                 CONDITIONS PRECEDENT TO OBLIGATIONS OF COMPANY

    Except as may be waived by Company, the obligations of Company to consummate
the transactions  contemplated  by  this  Agreement  shall  be  subject  to  the
satisfaction on or before the Closing Date of each of the following conditions:

    6.1.   COMPLIANCE.  Parent shall have, or shall have caused to be, satisfied
or complied with and performed in all material respects all terms, covenants and
conditions of this Agreement to  be complied with or  performed by Parent on  or
before the Closing Date.

    6.2.    REPRESENTATIONS  AND WARRANTIES.    All of  the  representations and
warranties made by Parent  in this Agreement  shall be true  and correct in  all
material  respects at and as of the Closing  Date with the same force and effect
as if such representations and warranties had been made at and as of the Closing
Date, except for changes permitted or contemplated by this Agreement and  except
that  if information which would constitute  a breach of the representations and
warranties of Parent made in this Agreement is disclosed in the Proxy  Statement
and if Company has consented to such disclosure, then Company shall be deemed to
have waived this condition to the performance of its obligations hereunder.

    6.3.   MATERIAL ADVERSE CHANGES.   Subsequent to June  30, 1995, there shall
have occurred  no Parent  Material Adverse  Effect; provided,  however, if  such
change  is disclosed in the Proxy Statement  (to the extent Company consented to
such disclosure)  on  the date  such  Proxy  Statement is  mailed  to  Company's
stockholders,  then Company shall be deemed to have waived this condition to the
performance of its obligations hereunder.

    6.4.  STOCK EXCHANGE LISTING.  Parent Common Stock issuable pursuant to  the
Merger  and pursuant  to the  exercise of the  Options after  the Effective Date
shall have been authorized for listing on the Stock Exchange.

    6.5.    CERTIFICATES.    Company  shall  have  received  a  certificate   or
certificates, executed on behalf of Parent by an executive officer of Parent, to
the  effect that the  conditions contained in  Sections 6.1, 6.2  and 6.3 hereof
have been satisfied.

    6.6.  STOCKHOLDER  APPROVAL.  This  Agreement shall have  been approved  and
adopted  by the  affirmative vote  of the holders  of a  majority of  all of the
outstanding shares (as of the "record date" set forth in the Proxy Statement) of
Company Common Stock.

    6.7.  EFFECTIVENESS OF REGISTRATION  STATEMENT.  The Registration  Statement
shall  have become effective and  no stop order shall been  issued by the SEC or
any  other   governmental  authority   suspending  the   effectiveness  of   the
Registration  Statement  or  preventing or  suspending  the use  thereof  or any
related prospectus.

    6.8.  CONSENTS; LITIGATION.  Other than the filing of Certificate of  Merger
as described in Article 1, all authorizations, consents, orders or approvals of,
or  declarations  or filings  with, or  expirations  or terminations  of waiting
periods (including  the  waiting  period  under the  HSR  Act)  imposed  by  any
governmental  entity,  and all  required  third-party consents,  the  failure to
obtain which  would have  a  Parent Material  Adverse  Effect, shall  have  been
obtained.  In addition,  no preliminary or  permanent injunction  or other order
shall have been issued by any court or by any governmental or regulatory agency,
body or  authority  which prohibits  the  consummation  of the  Merger  and  the
transactions  contemplated  by this  Agreement  and which  is  in effect  at the
Effective Date.

                                      A-22
<PAGE>
                                   ARTICLE 7.
          CONDITIONS PRECEDENT TO OBLIGATIONS OF PARENT AND PURCHASER

    Except as may be waived by  Parent and Purchaser, the obligations of  Parent
and  Purchaser  to consummate  the transactions  contemplated by  this Agreement
shall be subject to the satisfaction, on or before the Closing Date, of each  of
the following conditions:

    7.1.  COMPLIANCE.  Company shall have, or shall have caused to be, satisfied
or  complied with and  performed in all material  respects all terms, covenants,
and conditions of this Agreement  to be complied with or  performed by it on  or
before the Closing Date.

    7.2.    REPRESENTATIONS  AND WARRANTIES.    All of  the  representations and
warranties made by Company in  this Agreement shall be  true and correct in  all
material  respects at and as of the Closing  Date with the same force and effect
as if such representations and warranties had been made at and as of the Closing
Date, except for changes permitted or contemplated by this Agreement and  except
that  if information which would constitute  a breach of the representations and
warranties of Company made in this Agreement is disclosed in the Proxy Statement
and if Parent has consented to such  disclosure, then Parent shall be deemed  to
have waived this condition to the performance of its obligations hereunder.

    7.3.  MATERIAL ADVERSE CHANGES.  Since June 30, 1995, except as set forth in
this  Agreement or on the schedules hereto, there shall have occurred no Company
Material Adverse Effect; provided, however, if  such change is disclosed in  the
Proxy  Statement (to the extent Parent consented to such disclosure) on the date
such Proxy Statement is  mailed to Parent's stockholders,  then Parent shall  be
deemed  to  have waived  this condition  to the  performance of  its obligations
hereunder.

    7.4.    CERTIFICATES.    Parent   shall  have  received  a  certificate   or
certificates,  executed on behalf of Company by an executive officer of Company,
to the effect that the conditions in Sections 7.1, 7.2 and 7.3 hereof have  been
satisfied.

    7.5.   CONSENTS; LITIGATION.   Other than  the filing of  the Certificate of
Merger as  described  in Article  1,  all authorizations,  consents,  orders  or
approvals of, or declarations or filings with, or expirations or terminations of
waiting periods (including the waiting period under the HSR Act) imposed by, any
governmental  entity,  and all  required  third-party consents,  the  failure to
obtain which would have a Company  Material Adverse Effect or a Parent  Material
Effect,  shall  have been  obtained. In  addition,  no preliminary  or permanent
injunction or  other  order shall  have  been issued  by  any court  or  by  any
governmental  or  regulatory  agency,  body  or  authority  which  prohibits the
consummation of the Merger and  the transactions contemplated by this  Agreement
and which is in effect at the Effective Date.

                                   ARTICLE 8.
              INDEMNIFICATION; DIRECTORS' AND OFFICERS' INSURANCE

    8.1   INDEMNIFICATION.   In  the event  of any  threatened or  actual claim,
action,  suit,  proceeding   or  investigation,  whether   civil,  criminal   or
administrative,  including, without  limitation, any  such claim,  action, suit,
proceeding or investigation in  which any of the  present or former officers  or
directors  (the "Managers") of Company or any of the Company Subsidiaries is, or
is threatened to be, made a party by reason of the fact that he or she is or was
a stockholder, director,  officer, employee or  agent of Company  or any of  the
Company  Subsidiaries, or is or was serving at  the request of Company or any of
the Company Subsidiaries as  a director, officer, employee  or agent of  another
corporation,  partnership,  joint venture,  trust  or other  enterprise, whether
before or after the Effective Date,  Company shall indemnify and hold  harmless,
and  from and  after the  Effective Date each  of the  Surviving Corporation and
Parent shall indemnify and hold harmless, as and to the fullest extent permitted
by applicable  law  (including  by advancing  expenses  promptly  as  statements
therefor  are received), each such Manager  against any losses, claims, damages,
liabilities,   costs,   expenses   (including   attorneys'   fees),   judgments,

                                      A-23
<PAGE>
fines  and amounts paid in settlement in connection with any such claim, action,
suit, proceeding or investigation, and in  the event of any such claim,  action,
suit  proceeding or investigation (whether arising before or after the Effective
Date), (i) if Company (prior to the  Effective Date) or Parent or the  Surviving
Corporation  (after the Effective Date) have not promptly assumed the defense of
such matter, the Managers may retain counsel satisfactory to them, and  Company,
or  the Surviving Corporation and Parent after the Effective Date, shall pay all
fees and  expenses of  such counsel  for the  Managers promptly,  as  statements
therefor are received, and (ii) Company, or the Surviving Corporation and Parent
after  the Effective Date, will  use their respective best  efforts to assist in
the vigorous defense of any such  matter; provided that neither Company nor  the
Surviving  Corporation or  Parent shall  be liable  for any  settlement effected
without its  prior written  consent  (which consent  shall not  be  unreasonably
withheld);  and provided further that the Surviving Corporation and Parent shall
have no obligation  under the foregoing  provisions of this  Section 8.1 to  any
Manager  when  and  if  a  court  of  competent  jurisdiction  shall  ultimately
determine, and such  determination shall have  become final and  non-appealable,
that  indemnification  of  such Manager  in  the manner  contemplated  hereby is
prohibited by applicable law. Upon the  finality of any such determination  that
the  Surviving Corporation or Parent is  not liable for any such indemnification
claims, the Manager will reimburse Parent and the Surviving Corporation for  any
fees,  expenses and  costs incurred  by Parent  or the  Surviving Corporation in
connection with  the  defense of  such  claims.  Any Manager  wishing  to  claim
indemnification under this Section 8.1, upon learning of any such claim, action,
suit, proceeding or investigation, shall notify Company and, after the Effective
Date,  the Surviving Corporation and Parent,  thereof (provided that the failure
to give such notice  shall not affect any  obligations hereunder, except to  the
extent  that  the  indemnifying  party  is  actually  and  materially prejudiced
thereby). Parent and Purchaser agree that all rights to indemnification existing
in favor of the Managers as  provided in Company's Certificate of  Incorporation
or  Bylaws as  in effect  as of the  date hereof,  and in  any agreement between
Company and any Manager with respect to matters occurring prior to the Effective
Date shall survive the Merger. Parent  further covenants not to amend or  repeal
any  provisions of the Certificate of Incorporation  or Bylaws of Company in any
manner  which  would  adversely   affect  the  indemnification  or   exculpatory
provisions contained therein. The provisions of this Section 8.1 are intended to
be  for the benefit of, and shall  be enforceable by, each indemnified party and
his or her heirs and representatives.

    8.2.  DIRECTORS' AND OFFICERS' INSURANCE.  For six years from the  Effective
Date,  the  Surviving  Corporation  shall  either  (x)  maintain  in  effect the
Company's current directors'  and officers' liability  insurance covering  those
Managers  who  are  currently covered  on  the  date of  this  Agreement  by the
Company's directors' and officers' liability  insurance policy (a copy of  which
has  been heretofore delivered  to Parent) the  "Indemnified Parties"); PROVIDED
HOWEVER,  that  the  Surviving  Corporation  may  substitute  for  such  Company
policies,  policies  with  at  least  the  same  coverage  containing  terms and
conditions which are no less advantageous to the Manager and provided that  said
substitution  does not result in any gaps  or lapses in coverage with respect to
matters occurring prior to the Effective  Date or (y) to the extent  applicable,
cause the Parent's directors' and officers' liability insurance, if any, then in
effect  to cover those persons who are covered  on the date of this Agreement by
the Company's directors' and officers'  liability insurance policy with  respect
to  those matters  covered by the  Company's directors'  and officers' liability
insurance policy. The provisions of this Section 8.2 are intended to be for  the
benefit  of, and shall be enforceable by, each  Manager and his or her heirs and
representatives.

                                   ARTICLE 9.
                                 MISCELLANEOUS

    9.1.  TERMINATION.  In addition to the provisions regarding termination  set
forth  elsewhere herein, this Agreement and the transactions contemplated hereby
may be terminated at any time on or before the Closing Date:

        (a) by mutual consent of Company and Parent;

                                      A-24
<PAGE>
        (b) by Parent if there has  been a material misrepresentation or  breach
    of  warranty  in the  representations and  warranties  of Company  set forth
    herein or a failure  to perform in  any material respect  a covenant on  the
    part  of  Company  with  respect  to  its  representations,  warranties  and
    covenants   set   forth   in   this   Agreement,   except   for   any   such
    misrepresentation,  breach or failure to perform  which was disclosed in the
    Proxy Statement only if  and to the  extent that Parent  has agreed to  such
    disclosure;

        (c)  by Company if there has been a material misrepresentation or breach
    of warranty in the representations and warranties of Parent set forth herein
    or a failure to perform  in any material respect a  covenant on the part  of
    Parent  with respect  to its  representations, warranties  and covenants set
    forth in this Agreement,  except for any  such misrepresentation, breach  or
    failure to perform which was disclosed in the Proxy Statement only if and to
    the extent that Company has agreed to such disclosure;

        (d) by either Parent or Company if the transactions contemplated by this
    Agreement  have not been consummated by  March 31, 1996, unless such failure
    of consummation is due to the failure of the terminating party to perform or
    observe the covenants, agreements, and conditions hereof to be performed  or
    observed by it at or before the Closing Date;

        (e)  by either Company or Parent if the transactions contemplated hereby
    violate any nonappealable final order, decree,  or judgment of any court  or
    governmental body or agency having competent jurisdiction;

        (f)  by Company  if in the  exercise of  the good faith  judgment of its
    Board of Directors (which judgment is based upon the advice of  independent,
    outside  legal counsel) as to its  fiduciary duties to its stockholders such
    termination is required  by reason  of an  Acquisition Proposal  or, if  the
    Board  of Directors of  Company withdraws or  materially modifies or changes
    its recommendation to  its stockholders  to approve this  Agreement and  the
    Merger  if there exists at such time an Acquisition Proposal for Company and
    such change  in recommendation  is  based upon  the advice  of  independent,
    outside legal counsel; and

        (g)  by Parent if the Company Board of Directors withdraws or materially
    modifies or changes  its recommendation  to the stockholders  of Company  to
    approve  this  Agreement and  the Merger  if  there exists  at such  time an
    Acquisition Proposal.

    9.2.  EXPENSES.

        (a) Except as provided in (b) below, if the transactions contemplated by
    this Agreement are  not consummated,  each party  hereto shall  pay its  own
    expenses  incurred in  connection with  this Agreement  and the transactions
    contemplated hereby.

        (b) If, (i) this Agreement is terminated by Company pursuant to  Section
    9.1(f)  hereof,  (ii) this  Agreement is  terminated  by Parent  pursuant to
    Section 9.1(g) hereof or (iii)  on or before March  31, 1996 and while  this
    Agreement remains in effect, Company enters into a definitive agreement with
    respect to an Acquisition Proposal with any corporation, partnership, person
    or other entity or group (other than Parent or any affiliate of Parent), and
    such   transaction  (including  any  revised   transaction  based  upon  the
    Acquisition Proposal)  is thereafter  consummated (whether  before or  after
    March  31, 1996), then Company shall pay to Parent a fee equal to the sum of
    (i) up to  $1.0 million of  documented fees, costs  and expenses,  including
    legal  and accounting fees and fees  payable to Parent's financial advisors,
    incurred by Parent in connection with the transactions contemplated by  this
    Agreement and (ii) $4.0 million, which such amounts shall be payable in same
    day funds to an account specified by Parent. The amount in clause (ii) shall
    be  payable  only  upon  completion  of  the  transaction  implementing  the
    Acquisition Proposal.

    9.3.  ENTIRE AGREEMENT.   This Agreement, the Confidentiality Agreement  and
the  exhibits  hereto  contain the  complete  agreement among  the  parties with
respect  to  the  transactions  contemplated  hereby  and  supersede  all  prior
agreements and understandings among the parties (other than

                                      A-25
<PAGE>
the  Confidentiality Agreement) with  respect to such  transactions. The parties
hereto acknowledge that, in the event that this Agreement is terminated pursuant
to Section 9.1, the Confidentiality Agreement  shall continue in full force  and
effect. Section and other headings are for reference purposes only and shall not
affect  the interpretation or construction of this Agreement. The parties hereto
have not made any  representation or warranty except  as expressly set forth  in
this  Agreement or in any certificate or schedule delivered pursuant hereto. The
obligations of any party under any agreement executed pursuant to this Agreement
shall not be affected by this section.

    9.4.  SURVIVAL OF REPRESENTATIONS  AND WARRANTIES.  The representations  and
warranties  of  each  party contained  herein  or in  any  exhibit, certificate,
document or instrument delivered  pursuant to this  Agreement shall not  survive
the Closing.

    9.5.    COUNTERPARTS.   This  Agreement may  be  executed in  any  number of
counterparts, each of which  when so executed and  delivered shall be deemed  an
original, and such counterparts together shall constitute only one original.

    9.6.  NOTICES.  All notices, demands, requests, or other communications that
may  be or are required to  be given, served, or sent  by any party to any other
party pursuant  to this  Agreement shall  be in  writing and  shall be  sent  by
facsimile transmission, next-day courier or mailed by first-class, registered or
certified  mail, return  receipt requested,  postage prepaid,  or transmitted by
hand delivery, addressed as follows:

    (i) If to Company:
       DIMAC Corporation
       One Corporate Woods Drive
       Bridgeton, Missouri 63044
       Attention: President
       Telephone: (314) 344-8000
       Fax: (314) 344-1337

with a copy (which shall not constitute notice) to:
       White & Case
       1155 Avenue of the Americas
       New York, New York 10036-2787
       Attention: William F. Wynne, Jr.
       Telephone: (212) 819-8200
       Fax: (212) 354-8113

    (ii) If to Parent or Purchaser:
       Heritage Media Corporation
       One Galleria Tower
       13355 Noel Road
       Suite 1500
       Dallas, Texas 75240
       Attention: President
       Telephone: (214) 702-7380
       Fax: (214) 702-7382

                                      A-26
<PAGE>
with a copy (which shall not constitute notice) to:
       Crouch & Hallett, L.L.P.
       717 North Harwood Street
       Suite 1400
       Dallas, Texas 75201
       Attention: Bruce H. Hallett
       Telephone: (214) 922-4120
       Fax: (214) 953-0576

Each party may designate by notice in writing a new address to which any notice,
demand, request, or communication may thereafter  be so given, served, or  sent.
Each  notice, demand,  request, or communication  that is  mailed, delivered, or
transmitted in the manner  described above shall  be deemed sufficiently  given,
served,  sent, and received for all purposes at  such time as it is delivered to
the addressee (with the return receipt, the delivery receipt or the affidavit of
messenger being deemed conclusive evidence of such delivery) or at such time  as
delivery is refused by the addressee upon presentation.

    9.7.   SUCCESSORS; ASSIGNMENTS.   This Agreement  and the rights, interests,
and obligations hereunder shall be binding  upon and shall inure to the  benefit
of  the parties hereto and their respective successors and assigns. Neither this
Agreement nor any  of the rights,  interests or obligations  hereunder shall  be
assigned, by operation of law or otherwise, by any of the parties hereto without
the prior written consent of the other.

    9.8.   GOVERNING  LAW.   This Agreement shall  be construed  and enforced in
accordance with the  laws of the  State of  Delaware (except the  choice of  law
rules thereof).

    9.9.   WAIVER AND OTHER ACTION.  This Agreement may be amended, modified, or
supplemented only by a written instrument executed by the parties against  which
enforcement of the amendment, modification or supplement is sought.

    9.10.   SEVERABILITY.   If  any provision  of this  Agreement is  held to be
illegal, invalid, or unenforceable, such provision shall be fully severable, and
this Agreement shall be construed and  enforced as if such illegal, invalid,  or
unenforceable  provision  were never  a  part hereof;  the  remaining provisions
hereof shall remain in full  force and effect and shall  not be affected by  the
illegal, invalid, or unenforceable provision or by its severance; and in lieu of
such  illegal,  invalid,  or  unenforceable  provision,  there  shall  be  added
automatically as part of this Agreement, a provision as similar in its terms  to
such  illegal, invalid,  or unenforceable  provision as  may be  possible and be
legal, valid, and enforceable.

    9.11.  NO THIRD PARTY BENEFICIARIES.  Article 8 is intended for the  benefit
of each "Manager" (as defined in Article 8) and may be enforced by such persons,
their  heirs  and representatives.  Other than  as expressly  set forth  in this
Section 9.11, nothing  expressed or implied  in this Agreement  is intended,  or
shall be construed, to confer upon or give any person, firm or corporation other
than   the  parties  hereto  and   their  stockholders,  any  rights,  remedies,
obligations or liabilities  under or by  reason of this  Agreement or result  in
such  person, firm or corporation being deemed a third party beneficiary of this
Agreement.

    9.12.  MUTUAL CONTRIBUTION.  The parties to this Agreement and their counsel
have mutually contributed to  its drafting. Consequently,  no provision of  this
Agreement  shall be construed  against any party  on the ground  that such party
drafted the provision or  caused it to  be drafted or  the provision contains  a
covenant of such party.

    9.13.    COUNTERPARTS.   This  Agreement  may  be executed  in  one  or more
counterparts, all of which shall be  considered one and the same agreement,  and
shall become effective when one or more

                                      A-27
<PAGE>
counterparts  have been signed  by each of  the parties hereto  and delivered to
each of the other  parties hereto. IN WITNESS  WHEREOF, the parties hereto  have
executed this Agreement as of the day and year first above written.

                                          HERITAGE MEDIA CORPORATION

                                          By:        /s/ DAVID N. WALTHALL
                                          --------------------------------------
                                                 David N. Walthall, President

                                          ARCH ACQUISITION CORP.

                                          By:        /s/ DAVID N. WALTHALL
                                          --------------------------------------
                                                 David N. Walthall, President

                                          DIMAC CORPORATION

                                          By:      /s/ MICHAEL T. MCSWEENEY

                                          --------------------------------------
                                                    Michael T. McSweeney,
                                                  Chairman of the Board and
                                                   Chief Executive Officer

                                      A-28
<PAGE>
                                                                      APPENDIX B

                                  [LETTERHEAD]

                                                                October 22, 1995

Board of Directors
DIMAC Corporation
One Corporate Woods Drive
Bridgeton, MO 63044

Dear Sirs:

    You  have  asked  us to  advise  you with  respect  to the  fairness  to the
stockholders of DIMAC  Corporation (the  "Company"), other  than Heritage  Media
Corporation   (the  "Acquiror"),  from   a  financial  point   of  view  of  the
consideration to be received by such  stockholders pursuant to the terms of  the
Agreement  and  Plan  of  Merger  dated as  of  October  22,  1995  (the "Merger
Agreement"), among  the Company,  the  Acquiror and  Arch Acquisition  Corp.,  a
wholly  owned  subsidiary  of the  Acquiror  (the "Sub").  The  Merger Agreement
provides for the  merger (the "Merger")  of the  Sub with and  into the  Company
pursuant  to which  the Company  will become  a wholly  owned subsidiary  of the
Acquiror and each outstanding share of common stock, par value $0.01 per  share,
of  the Company (the "Company Common Stock") will be converted into the right to
receive $28.00 per share  (the "Merger Consideration")  in cash; provided,  that
the  Acquiror may elect in its sole discretion  to pay up to $7.00 of the Merger
Consideration in shares of Class A Common  Stock, par value $0.01 per share,  of
the  Acquiror (the  "Acquiror Common  Stock"). If the  Acquiror elects  to pay a
portion of the  Merger Consideration  in shares  of Acquiror  Common Stock  (the
"Stock Portion"), the amount of shares of Acquiror Common Stock constituting the
Stock Portion shall be the quotient determined by dividing (i) the Stock Portion
by  (ii) the  average of  the closing  prices for  the Acquiror  Common Stock as
reported on the stock exchange on which shares of Acquiror Common Stock are then
traded as published by The Wall Street Journal for the 10 trading days ending on
and including the third  trading day preceding but  not including the  effective
date of the Merger.

    In arriving at our opinion we have reviewed the Merger Agreement and certain
publicly  available business and  financial information relating  to the Company
and the  Acquiror. We  have also  reviewed certain  other information  including
financial  forecasts  provided  to us  by  the  Company and  have  met  with the
Company's and the Acquiror's managements  to discuss the business and  prospects
of the Company and the Acquiror.

    We  have  also considered  certain financial  and stock  market data  of the
Company and the Acquiror and  we have compared that  data with similar data  for
other  publicly held companies in businesses similar to those of the Company and
the Acquiror  and  we have  considered  the  financial terms  of  certain  other
business  combinations and other transactions which have recently been effected.
We also  considered  such other  information,  financial studies,  analyses  and
investigations  and  financial, economic  and  market criteria  which  we deemed
relevant.

    In connection with  our review we  have not assumed  any responsibility  for
independent  verification of any of the foregoing information and have relied on
its being complete and accurate in  all respects. With respect to the  financial
forecasts,  we have  assumed that  they have  been reasonably  prepared on bases
reflecting  the  best  currently  available  estimates  and  judgements  of  the
Company's  and the Acquiror's managements as to the future financial performance
of the Company and the  Acquiror. In addition, we  have not made an  independent
evaluation  or appraisal of the assets  or liabilities (contingent or otherwise)
of the  Company  or the  Acquiror  nor have  we  been furnished  with  any  such
evaluations  or  appraisals. Our  opinion is  necessarily based  upon financial,
economic, market

                                      B-1
<PAGE>
and other conditions as they exist and  can be evaluated on the date hereof.  We
are not expressing any opinion as to what the value of the Acquiror Common Stock
actually  will be when and  if issued to the  Company's stockholders pursuant to
the Merger  or  the  prices at  which  such  Acquiror Common  Stock  will  trade
subsequent to Merger. We were not requested to, and did not, solicit third party
indications of interest in acquiring all or any part of the Company.

    We  have acted as  financial advisor to  the Company in  connection with the
Merger and will receive a fee for  our services, a significant portion of  which
is  contingent upon the consummation  of the Merger. We  will also receive a fee
for rendering this opinion.  In the past, we  have performed certain  investment
banking  services for the  Company and the Acquiror  and have received customary
fees for such services.

    In the ordinary course  of our business CS  First Boston and its  affiliates
may  actively trade the debt  and equity securities of  both the Company and the
Acquiror  for  their  own  account  and  for  the  accounts  of  customers  and,
accordingly, may at any time hold a long or short position in such securities.

   
    It  is understood that  this letter is  for the information  of the Board of
Directors  in  connection  with  its  consideration  of  the  Merger,  does  not
constitute a recommendation to any stockholder as to how such stockholder should
vote  on the proposed Merger and is not to be quoted or referred to, in whole or
in part, in any registration statement, prospectus or proxy statement or in  any
other  document used in connection  with the offering or  sale of securities nor
shall this letter be used for any other purposes without CS First Boston's prior
written consent.
    

    Based upon and subject to the foregoing,  it is our opinion that, as of  the
date hereof, the consideration to be received by the stockholders of the Company
in  the Merger  is fair to  such stockholders,  other than the  Acquiror, from a
financial point of view.

                                          Very truly yours,

                                          CS FIRST BOSTON CORPORATION

                                      B-2
<PAGE>
                                                                      APPENDIX C

              SECTION 262 OF THE DELAWARE GENERAL CORPORATION LAW

    262  APPRAISAL RIGHTS (a) Any stockholder of a corporation of this State who
holds  shares  of stock  on  the date  of  the making  of  a demand  pursuant to
subsection (d) of  this section with  respect to such  shares, who  continuously
holds such shares through the effective date of the merger or consolidation, who
has  otherwise complied with subsection (d) of  this section and who has neither
voted in favor of the merger  or consolidation nor consented thereto in  writing
pursuant  to Section228 of this  title shall be entitled  to an appraisal by the
Court of  Chancery  of  the  fair  value  of  his  shares  of  stock  under  the
circumstances  described in subsections (b) and (c)  of this section. As used in
this section, the  word "stockholder" means  a holder  of record of  stock in  a
stock  corporation and also  a member of  record of a  nonstock corporation; the
words "stock" and  "share" mean and  include what is  ordinarily meant by  those
words  and also  membership or  membership interest  of a  member of  a nonstock
corporation, and  the  words  "depository  receipt"  mean  a  receipt  or  other
instrument  issued  by a  depository  representing an  interest  in one  or more
shares, or fractions thereof, solely of  stock of a corporation, which stock  is
deposited with the depository.

    (b)  Appraisal rights  shall be  available for  the shares  of any  class or
series of stock of a constituent corporation in a merger or consolidation to  be
effected pursuant to Section251, 252, 254, 257, 258, 263 or 264 of this title:

        (1) Provided, however, that no appraisal rights under this section shall
    be available for the shares of any class or series of stock, which stock, or
    depository  receipts  in  respect  thereof,  at  the  record  date  fixed to
    determine the stockholders entitled to receive notice of and to vote at  the
    meeting   of  stockholders   to  act  upon   the  agreement   of  merger  or
    consolidation, were either (i) listed  on a national securities exchange  or
    designated  as a national market system security on an interdealer quotation
    system by the National Association of Securities Dealers, Inc. or (ii)  held
    of record by more than 2,000 holders; and further provided that no appraisal
    rights  shall  be  available for  any  shares  of stock  of  the constituent
    corporation surviving  a  merger if  the  merger  did not  require  for  its
    approval the vote of the holders of the surviving corporation as provided in
    subsections (f) or (g) of Section251 of this title.

        (2)  Notwithstanding paragraph (1) of  this subsection, appraisal rights
    under this section shall be available for the shares of any class or  series
    of stock of a constituent corporation if the holders thereof are required by
    the   terms  of  an  agreement  of   merger  or  consolidation  pursuant  to
    SectionSection251, 252, 254, 257, 258, 263  and 264 of this title to  accept
    for such stock anything except:

           a.   Shares of  stock of the corporation  surviving or resulting from
       such merger or consolidation, or depository receipts in respect thereof;

           b.  Shares of stock of any other corporation, or depository  receipts
       in  respect thereof, which shares of  stock or depository receipts at the
       effective date of the merger or consolidation will be either listed on  a
       national  securities exchange or  designated as a  national market system
       security on an interdealer quotation  system by the National  Association
       of Securities Dealers, Inc. or held of record by more than 2,000 holders;

           c.    Cash  in lieu  of  fractional shares  or  fractional depository
       receipts described  in the  foregoing  subparagraphs a.  and b.  of  this
       paragraph; or

           d.   Any combination of the  shares of stock, depository receipts and
       cash in  lieu  of fractional  shares  or fractional  depository  receipts
       described in the foregoing subparagraphs a., b. and c. of this paragraph.

                                      C-1
<PAGE>
        (3)  In the event all of the  stock of a subsidiary Delaware corporation
    party to a merger effected  under Section253 of this  title is not owned  by
    the  parent corporation  immediately prior  to the  merger, appraisal rights
    shall be available for the shares of the subsidiary Delaware corporation.

    (c) Any corporation  may provide  in its certificate  of incorporation  that
appraisal  rights under this  section shall be  available for the  shares of any
class or series of its stock as a  result of an amendment to its certificate  of
incorporation,  any  merger  or  consolidation in  which  the  corporation  is a
constituent corporation or the sale of all or substantially all of the assets of
the corporation. If the certificate of incorporation contains such a  provision,
the procedures of this section, including those set forth in subsections (d) and
(e) of this section, shall apply as nearly as is practicable.

    (d) Appraisal rights shall be perfected as follows:

        (1) If a proposed merger or consolidation for which appraisal rights are
    provided  under this section is to be submitted for approval at a meeting of
    stockholders, the corporation, not less than  20 days prior to the  meeting,
    shall  notify each of its  stockholders who was such  on the record date for
    such meeting with respect to shares for which appraisal rights are available
    pursuant to  subsections  (b)  and  (c) hereof  that  appraisal  rights  are
    available  for any or all of the shares of the constituent corporations, and
    shall include  in such  notice  a copy  of  this section.  Each  stockholder
    electing  to  demand  the  appraisal  of his  shares  shall  deliver  to the
    corporation, before the taking of the vote on the merger or consolidation, a
    written demand for appraisal of his  shares. Such demand will be  sufficient
    if  it reasonably informs the corporation of the identity of the stockholder
    and that the  stockholder intends  thereby to  demand the  appraisal of  his
    shares.  A  proxy or  vote  against the  merger  or consolidation  shall not
    constitute such a demand. A stockholder electing to take such action must do
    so by a separate written demand as herein provided. Within 10 days after the
    effective date of such merger  or consolidation, the surviving or  resulting
    corporation  shall notify  each stockholder of  each constituent corporation
    who has complied  with this  subsection and  has not  voted in  favor of  or
    consented  to the  merger or  consolidation of the  date that  the merger or
    consolidation has become effective; or

        (2) If the merger or  consolidation was approved pursuant to  Section228
    or  253 of this title, the surviving or resulting corporation, either before
    the effective  date  of  the  merger or  consolidation  or  within  10  days
    thereafter,  shall  notify each  of the  stockholders entitled  to appraisal
    rights of  the  effective date  of  the  merger or  consolidation  and  that
    appraisal  rights  are  available  for  any or  all  of  the  shares  of the
    constituent corporation, and  shall include in  such notice a  copy of  this
    section.  The notice shall  be sent by certified  or registered mail, return
    receipt requested, addressed to the stockholder at his address as it appears
    on the records  of the  corporation. Any stockholder  entitled to  appraisal
    rights  may, within 20 days after the  date of mailing of the notice, demand
    in writing from the surviving or resulting corporation the appraisal of  his
    shares.  Such  demand  will  be  sufficient  if  it  reasonably  informs the
    corporation of  the identity  of the  stockholder and  that the  stockholder
    intends thereby to demand the appraisal of his shares.

    (e) Within 120 days after the effective date of the merger or consolidation,
the  surviving or resulting corporation or any stockholder who has complied with
subsections (a)  and (d)  hereof  and who  is  otherwise entitled  to  appraisal
rights,  may file a petition in the  Court of Chancery demanding a determination
of the  value  of  the  stock of  all  such  stockholders.  Notwithstanding  the
foregoing,  at any time within 60 days after the effective date of the merger or
consolidation, any stockholder shall have the  right to withdraw his demand  for
appraisal  and to  accept the  terms offered  upon the  merger or consolidation.
Within 120 days  after the effective  date of the  merger or consolidation,  any
stockholder  who has complied  with the requirements of  subsections (a) and (d)
hereof, upon written request, shall be entitled to receive from the  corporation
surviving  the merger  or resulting from  the consolidation  a statement setting
forth the  aggregate number  of  shares not  voted in  favor  of the  merger  or
consolidation and with respect to which demands for appraisal have been received
and the aggregate number of holders of such shares. Such written statement shall
be mailed to the stockholder within 10 days after

                                      C-2
<PAGE>
his  written  request for  such  a statement  is  received by  the  surviving or
resulting corporation  or within  10 days  after expiration  of the  period  for
delivery  of demands  for appraisal  under subsection  (d) hereof,  whichever is
later.

    (f) Upon the filing of any such petition by a stockholder, service of a copy
thereof shall be made upon the  surviving or resulting corporation, which  shall
within 20 days after such service file in the office of the Register in Chancery
in  which the petition was  filed a duly verified  list containing the names and
addresses of all  stockholders who have  demanded payment for  their shares  and
with  whom agreements as to  the value of their shares  have not been reached by
the surviving or resulting  corporation. If the petition  shall be filed by  the
surviving  or resulting corporation, the petition shall be accompanied by such a
duly verified list. The Register in Chancery, if so ordered by the Court,  shall
give  notice of  the time and  place fixed for  the hearing of  such petition by
registered or certified mail  to the surviving or  resulting corporation and  to
the  stockholders shown on the list at the addresses therein stated. Such notice
shall also be given by 1 or more publications at least 1 week before the day  of
the  hearing, in  a newspaper  of general circulation  published in  the City of
Wilmington, Delaware or such publication as the Court deems advisable. The forms
of the notices by mail  and by publication shall be  approved by the Court,  and
the costs thereof shall be borne by the surviving or resulting corporation.

    (g)  At  the  hearing  on  such  petition,  the  Court  shall  determine the
stockholders who have complied with this section and who have become entitled to
appraisal rights. The Court  may require the stockholders  who have demanded  an
appraisal  for their  shares and who  hold stock represented  by certificates to
submit their certificates  of stock  to the  Register in  Chancery for  notation
thereon  of the  pendency of the  appraisal proceedings; and  if any stockholder
fails to comply with such direction, the Court may dismiss the proceedings as to
such stockholder.

    (h) After determining the stockholders  entitled to an appraisal, the  Court
shall appraise the shares, determining their fair value exclusive of any element
of  value  arising  from the  accomplishment  or  expectation of  the  merger or
consolidation, together with a fair  rate of interest, if  any, to be paid  upon
the  amount determined to be the fair value. In determining such fair value, the
Court shall take into account all relevant factors. In determining the fair rate
of interest, the Court may consider all relevant factors, including the rate  of
interest  which the surviving or resulting corporation  would have had to pay to
borrow money during  the pendency  of the  proceeding. Upon  application by  the
surviving or resulting corporation or by any stockholder entitled to participate
in  the appraisal proceeding, the Court may, in its discretion, permit discovery
or other pretrial proceedings and may proceed to trial upon the appraisal  prior
to  the final  determination of  the stockholder  entitled to  an appraisal. Any
stockholder whose name appears on the  list filed by the surviving or  resulting
corporation pursuant to subsection (f) of this section and who has submitted his
certificates  of stock  to the  Register in Chancery,  if such  is required, may
participate fully in all proceedings until  it is finally determined that he  is
not entitled to appraisal rights under this section.

    (i)  The Court  shall direct the  payment of  the fair value  of the shares,
together with interest, if any, by the surviving or resulting corporation to the
stockholders entitled thereto. Interest may be simple or compound, as the  Court
may  direct. Payment shall be  so made to each such  stockholder, in the case of
holders of uncertificated  stock forthwith, and  the case of  holders of  shares
represented  by  certificates  upon  the surrender  to  the  corporation  of the
certificates representing  such stock.  The Court's  decree may  be enforced  as
other  decrees in the Court of Chancery  may be enforced, whether such surviving
or resulting corporation be a corporation of this State or of any state.

    (j)  The costs of  the proceeding may be determined  by the Court and  taxed
upon  the  parties  as the  Court  deems  equitable in  the  circumstances. Upon
application of  a stockholder,  the Court  may order  all or  a portion  of  the
expenses   incurred  by  any  stockholder   in  connection  with  the  appraisal
proceeding, including, without  limitation, reasonable attorney's  fees and  the
fees  and expenses of experts,  to be charged pro rata  against the value of all
the shares entitled to an appraisal.

                                      C-3
<PAGE>
    (k) From and  after the effective  date of the  merger or consolidation,  no
stockholder  who has demanded his appraisal rights as provided in subsection (d)
of this section  shall be  entitled to  vote such stock  for any  purpose or  to
receive  payment  of  dividends  or other  distributions  on  the  stock (except
dividends or other  distributions payable to  stockholders of record  at a  date
which  is prior to the effective date of the merger or consolidation); provided,
however, that if no  petition for an  appraisal shall be  filed within the  time
provided in subsection (e) of this section, or if such stockholder shall deliver
to the surviving or resulting corporation a written withdrawal of his demand for
an  appraisal and an acceptance of the merger or consolidation, either within 60
days after the  effective date  of the merger  or consolidation  as provided  in
subsection  (e) of this section  or thereafter with the  written approval of the
corporation, then the  right of such  stockholder to an  appraisal shall  cease.
Notwithstanding  the foregoing, no appraisal proceeding in the Court of Chancery
shall be dismissed as to any stockholder without the approval of the Court,  and
such approval may be conditioned upon such terms as the Court deems just.

    (l) The shares of the surviving or resulting corporation to which the shares
of  such objecting stockholders  would have been converted  had they assented to
the merger or  consolidation shall have  the status of  authorized and  unissued
shares of the surviving or resulting corporation.

                                      C-4
<PAGE>
                                    PART II
                     INFORMATION NOT REQUIRED IN PROSPECTUS

ITEM 20.  INDEMNIFICATION OF DIRECTORS AND OFFICERS.

    Sections  851 and 856  of the Iowa  Business Corporation Act  provide that a
corporation has  the  power to  indemnify  its directors  and  officers  against
liabilities  and  expenses incurred  by  reason of  such  person serving  in the
capacity of director or officer, if such person has acted in good faith and in a
manner reasonably believed by the individual to be in or not opposed to the best
interests of the corporation, and in any criminal proceeding if such person  had
no  reasonable  cause  to believe  the  individual's conduct  was  unlawful. The
foregoing indemnity provisions notwithstanding, in  the case of actions  brought
by  or in the right of the corporation, no indemnification shall be made to such
director or officer with respect to any  matter as to which such individual  has
been  adjudged to be  liable to the  corporation unless, and  only to the extent
that, the adjudicating court determines that indemnification is proper under the
circumstances.

    Article XIII, Section 1 of the registrant's Amended and Restated Articles of
Incorporation and  Article III,  Section 13,  Subsection 1  of the  registrant's
By-laws  provide  that no  director shall  be  liable to  the registrant  or its
shareholders for monetary damages  for breach of fiduciary  duty as a  director,
provided  that the liability of a director  is not eliminated or limited (i) for
any breach  of  the  director's  duty  of  loyalty  to  the  registrant  or  its
shareholders,  (ii) for  acts or  omissions not in  good faith  or which involve
intentional misconduct or knowing violation  of law, (iii) any transaction  from
which such director derived an improper personal benefit, and (iv) under Section
490.833 of the Iowa Business Corporation Act.

    Article XIII, Section 2 of the registrant's Amended and Restated Articles of
Incorporation  and Article  III, Section  13, Subsection  2 of  the registrant's
By-laws provide, in general, that  the registrant shall indemnify its  directors
and officers under the circumstances defined in Sections 851 and 856 of the Iowa
Business Corporation Act.

ITEM 21.  EXHIBITS AND FINANCIAL STATEMENT SCHEDULES.

    (a)  Exhibits

   
<TABLE>
<C>        <C>        <S>
   2.1        --      Agreement and Plan of Merger, dated October 23, 1995, by and among the
                       registrant, Arch Acquisition Corp. and DIMAC Corporation (included as
                       Appendix A to the Prospectus)(1)
   2.2        --      Agreement, dated October 23, 1995, by and among McCown De Leeuw & Co.,
                       L.L.P.; McCown De Leeuw Associates, L.P.; McCown De Leeuw & Co. Offshore
                       (Europe), L.P.; McCown De Leeuw & Co. Offshore (Asia), L.P.; and Arch
                       Acquisition Corp.(1)
   2.3        --      Agreement, dated October 23, 1995, by and between Michael T. McSweeney and
                       Arch Acquisition Corp.(1)
   5.1        --      Opinion of Crouch & Hallett, L.L.P.(1)
  23.1        --      Consent of Crouch & Hallett, L.L.P. (included in opinion filed as Exhibits
                       5.1 hereto)
  23.2        --      Consent of KPMG Peat Marwick LLP(2)
  23.3        --      Consent of Ernst & Young LLP(2)
  23.4        --      Consent of Mortenson & Associates, P.C., formerly La Vecchia & Zarro(2)
  23.5        --      Consent of Deloitte & Touche LLP(2)
  23.6        --      Consent of Leslie Sufrin and Company, P.C.(2)
  24.1        --      Power of Attorney(1)
  99.1        --      Retention and Non-Competition Agreement by and among Michael T. McSweeney,
                       DIMAC Corporation and Heritage Media Corporation(1)
</TABLE>
    

                                      II-1
<PAGE>
   
<TABLE>
<C>        <C>        <S>
  99.2        --      Form of Retention and Non-Competition Agreement by and among DIMAC
                       Corporation, Heritage Media Corporation and each of Timothy G. Beffa, Paul
                       W. Middeke, William K. Myers and F. Eugene Kerr(1)
  99.3        --      Form of proxy card for Special Meeting of DIMAC Corporation(2)
</TABLE>
    

- ------------------------
   
(1) Previously filed.
    

   
(2) Filed herewith.
    

    (b)  Financial Statement Schedules

        Not Applicable.

ITEM 22.  UNDERTAKINGS.

    (a)   The registrant hereby undertakes that, for purposes of determining any
liability under the  Securities Act  of 1933,  each filing  of the  registrant's
annual  report  pursuant to  section 13(a)  or section  15(d) of  the Securities
Exchange Act of 1934 (and, where applicable, each filing of an employee  benefit
plan's annual report pursuant to section 15(d) of the Securities Exchange Act of
1934)  that is incorporated by reference  in the Registration Statement shall be
deemed to be  a new Registration  Statement relating to  the securities  offered
therein,  and the offering of such securities at that time shall be deemed to be
the initial bona fide offering thereof.

    (b)  Insofar as indemnification for liabilities arising under the Securities
Act of 1933 may be permitted  to directors, officers and controlling persons  of
the registrant pursuant to the foregoing provisions or otherwise, the registrant
has  been advised that in the opinion  of the Securities and Exchange Commission
such indemnification is against  public policy as expressed  in the Act and  is,
therefore,  unenforceable. In the event that a claim for indemnification against
such liabilities (other than the payment by the registrant of expenses  incurred
or  paid by a director, officer, or  controlling person of the registrant in the
successful defense  of any  action, suit,  or proceeding)  is asserted  by  such
director, officer, or controlling person in connection with the securities being
registered, the registrant will, unless in the opinion of its counsel the matter
has  been settled  by controlling  precedent, submit  to a  court of appropriate
jurisdiction the question whether such  indemnification by it is against  public
policy as expressed in the Act and will be governed by the final adjudication of
such issue.

    (c)   The undersigned registrant hereby undertakes to deliver or cause to be
delivered with the prospectus, to each person to whom the prospectus is sent  or
given,  the latest  annual report  to security  holders that  is incorporated by
reference  in  the  prospectus  and  furnished  pursuant  to  and  meeting   the
requirements  of Rule 14a-3 or  Rule 14c-3 under the  Securities Exchange Act of
1934; and,  where interim  financial  information required  to be  presented  by
Article  3 of Regulation S-X are not set forth in the prospectus, to deliver, or
cause to be delivered to  each person to whom the  prospectus is sent or  given,
the  latest quarterly report  that is specifically  incorporated by reference in
the prospectus to provide such interim financial information.

    (d)  The undersigned registrant hereby undertakes as follows: that prior  to
any  public reoffering of  the securities registered hereunder  through use of a
prospectus which is  a part  of this registration  statement, by  any person  or
party  who is deemed to be an underwriter within the meaning of Rule 145(c), the
issuer undertakes that such reoffering  prospectus will contain the  information
called  for by the  applicable registration form with  respect to reofferings by
persons who may be  deemed underwriters, in addition  to the information  called
for by the other Items of the applicable form.

    (e)    The registrant  undertakes that  every prospectus  (i) that  is filed
pursuant to paragraph (c) immediately preceding,  or (ii) that purports to  meet
the  requirements of Section 10(a)(3) of the  Act and is used in connection with
an offering of securities  subject to Rule 415,  will be filed as  a part of  an
amendment  to  the  registration  statement  and will  not  be  used  until such
amendment is  effective, and  that, for  purposes of  determining any  liability
under the Securities Act of 1933, each such post-

                                      II-2
<PAGE>
effective  amendment shall be deemed to be a new registration statement relating
to the securities offered therein, and  the offering of such securities at  that
time shall be deemed to be the initial bona fide offering thereof.

    (f)  The undersigned registrant hereby undertakes to respond to requests for
information  that is incorporated  by reference into  the prospectus pursuant to
Items 4, 10(b), 11  or 13 in this  Form, within one business  day of receipt  of
such  request, and  to send  the incorporated documents  by first  class mail or
other equally prompt  means. This  includes information  contained in  documents
filed subsequent to the effective date of the registration statement through the
date of responding to the request.

    (g)   The undersigned registrant  hereby undertakes to supply  by means of a
post-effective amendment  all  information  concerning a  transaction,  and  the
company  being  acquired  involved therein,  that  was  not the  subject  of and
included in the registration statement when it became effective.

                                      II-3
<PAGE>
                                   SIGNATURES

   
    Pursuant  to the requirements of the  Securities Act of 1933, the registrant
has duly caused  this amendment to  registration statement to  be signed on  its
behalf  by the  undersigned, thereunto duly  authorized, in the  City of Dallas,
Texas on January 4, 1996.
    

                                          HERITAGE MEDIA CORPORATION

   
                                          By:       /s/  DOUGLAS N. WOODRUM

                                             -----------------------------------
                                                     Douglas N. Woodrum
                                                 EXECUTIVE VICE PRESIDENT --
                                                   CHIEF FINANCIAL OFFICER
    

   
    Pursuant to the requirements  of the Securities Exchange  Act of 1933,  this
amendment  to this registration statement has been signed below by the following
persons on behalf of the registrant and in the capacities on January 4, 1996.
    

   
<TABLE>
<C>                                        <S>
                             *
- ----------------------------------------   Chairman of the Board and Director
           James M. Hoak, Jr.

                             *             President and Director
- ----------------------------------------   (Principal Executive Officer)
            David N. Walthall

                             *             Senior Vice President and Controller
- ----------------------------------------   (Principal Accounting Officer)
              James P. Lehr

         /s/ DOUGLAS N. WOODRUM            Executive Vice President --
- ----------------------------------------   Chief Financial Officer
           Douglas N. Woodrum              (Principal Financial Officer)

                             *
- ----------------------------------------   Director
             James S. Cownie

                             *
- ----------------------------------------   Director
             Joseph M. Grant

- ----------------------------------------   Director
            Clark A. Johnson

- ----------------------------------------   Director
              Alan R. Kahn

*By:      /s/  DOUGLAS N. WOODRUM
     -----------------------------------
              Douglas N. Woodrum
               ATTORNEY-IN-FACT
</TABLE>
    

                                      II-4
<PAGE>
                               INDEX TO EXHIBITS

   
<TABLE>
<CAPTION>
                                                                                                        SEQUENTIALLY
 EXHIBIT                                                                                                  NUMBERED
   NO.                                                  DESCRIPTION                                         PAGE
- ---------             -------------------------------------------------------------------------------  ---------------

<C>        <C>        <S>                                                                              <C>
   2.1        --      Agreement and Plan of Merger, dated October 23, 1995, by and among the
                       registrant, Arch Acquisition Corp. and DIMAC Corporation (included as Appendix
                       A to the Prospectus)(1)
   2.2        --      Agreement, dated October 23, 1995, by and among McCown De Leeuw & Co., L.L.P.;
                       McCown De Leeuw Associates, L.P.; McCown De Leeuw & Co. Offshore (Europe),
                       L.P.; McCown De Leeuw & Co. Offshore (Asia), L.P.; and Arch Acquisition
                       Corp.(1)
   2.3        --      Agreement, dated October 23, 1995, by and between Michael T. McSweeney and Arch
                       Acquisition Corp.(1)
   5.1        --      Opinion of Crouch & Hallett, L.L.P.(1)
  23.1        --      Consent of Crouch & Hallett, L.L.P. (included in opinion filed as Exhibits 5.1
                       hereto)
  23.2        --      Consent of KPMG Peat Marwick LLP(2)
  23.3        --      Consent of Ernst & Young LLP(2)
  23.4        --      Consent of Mortenson and Associates, P.C., formerly La Vecchia & Zarro(2)
  23.5        --      Consent of Deloitte & Touche LLP(2)
  23.6        --      Consent of Leslie Sufrin and Company, P.C.(2)
  24.1        --      Power of Attorney(1)
  99.1        --      Retention and Non-Competition Agreement by and among Michael T. McSweeney,
                       DIMAC Corporation and Heritage Media Corporation(1)
  99.2        --      Form of Retention and Non-Competition Agreement by and among DIMAC Corporation,
                       Heritage Media Corporation and each of Timothy G. Beffa, Paul W. Middeke,
                       William K. Myers and F. Eugene Kerr(1)
  99.3        --      Form of proxy card for Special Meeting of DIMAC Corporation(2)
</TABLE>
    

- ------------------------
   
(1) Previously filed.
    

   
(2) Filed herewith.
    

<PAGE>
                                                                    EXHIBIT 23.2

                         INDEPENDENT AUDITORS' CONSENT

The Board of Directors
Heritage Media Corporation:

We  consent to the use of our report incorporated herein by reference and to the
reference  to   our   firm   under   the  heading   "Experts"   in   the   proxy
statement/prospectus.

                                          KPMG Peat Marwick LLP

   
Dallas, Texas
January 3, 1996
    

<PAGE>
                                                                    EXHIBIT 23.3

                        CONSENT OF INDEPENDENT AUDITORS

   
We  consent to  the reference  to our  firm under  the caption  "Experts" in the
Amendment No. 1 to Registration Statement  (Form S-4) and related Prospectus  of
Heritage  Media Corporation for the registration of its common stock relating to
the acquisition  of DIMAC  Corporation  and to  the incorporation  by  reference
therein  of our report dated February 24, 1995, with respect to the consolidated
financial statements  of DIMAC  Corporation included  in its  Annual Report,  as
amended  (Form 10-K/A)  for the  year ended  December 31,  1994, filed  with the
Securities and Exchange Commission.
    

                                          Ernst & Young LLP

   
St. Louis, Missouri
January 2, 1996
    

<PAGE>
                                                                    EXHIBIT 23.4
                       CONSENT OF INDEPENDENT ACCOUNTANTS

   
We  consent to the incorporation by  reference in this Registration Statement on
Form S-4 (File No. 33-64473) of our report dated February 1, 1995, on our audits
of the combined  financial statements  of T. R.  McClure and  Company, Inc.  and
Related  Companies.  We also  consent to  the  reference to  our firm  under the
caption "Experts."
    

                                          Mortenson and Associates, P.C.
                                          Formerly La Vecchia & Zarro

   
Nutley, New Jersey
January 2, 1996
    

<PAGE>
                                                                    EXHIBIT 23.5

              CONSENT OF INDEPENDENT CERTIFIED PUBLIC ACCOUNTANTS

   
    We  consent to  the incorporation  by reference in  this Amendment  No. 1 to
Registration Statement No. 33-64473 of Heritage Media Corporation on Form S-4 of
our report dated March 23, 1995 on the financial statements of Palm Coast  Data,
Ltd. as of December 31, 1993 and 1994 and for the years then ended, incorporated
by  reference  in  the  Proxy  Statement/Prospectus, which  is  a  part  of such
Registration Statement, and to the reference  to us under the heading  "EXPERTS"
in such Proxy Statement/ Prospectus.
    

   
DELOITTE & TOUCHE LLP
Jacksonville, Florida
January 2, 1996
    

<PAGE>
                                                                    EXHIBIT 23.6

                        CONSENT OF INDEPENDENT AUDITORS

   
We consent to the reference to our firm under the caption "Experts" with respect
to  the financial statements of The Direct Marketing Group, Inc. at December 31,
1992 and 1993, and for  the years then ended,  incorporated by reference in  the
Registration  Statement  (Form  S-4  No.  33-64473)  and  related  Prospectus of
Heritage Media Corporation for the registration of its common stock relating  to
the acquisition of DIMAC Corporation.
    

                                          Leslie Sufrin and Company, P.C.

   
New York, New York
January 2, 1996
    

<PAGE>
   
                                                                    EXHIBIT 99.3
    

   
                               DIMAC CORPORATION
                   PROXY FOR SPECIAL MEETING OF STOCKHOLDERS
    

   
    The  undersigned stockholder  of DIMAC  Corporation, a  Delaware corporation
("DIMAC"), hereby constitutes and appoints  Michael T. McSweeney and Timothy  G.
Beffa, and each of them, the attorneys and proxies of the undersigned, each with
the  power of substitution,  to act for  the undersigned at  the special meeting
(the "Special  Meeting")  of  the  Stockholders  of DIMAC  to  be  held  at  The
Ritz-Carlton St. Louis, 100 Carondelet Plaza, St. Louis, Missouri on           ,
1996  at  10:00 a.m.  (local  time), and  at  any adjournments  or postponements
thereof and in connection therewith to vote  and represent all of the shares  of
the  common stock, par  value $.01 per  share of DIMAC  ("Common Stock") held of
record by the undersigned on           , 1996, as follows on the reverse side of
this proxy.
    

   
    Said attorneys and proxies, and each of them shall have all the powers which
the undersigned have  if acting in  person. The undersigned  hereby revokes  any
other  proxy to vote at the Special Meeting which the undersigned has previously
granted and hereby ratifies and confirms all that said attorneys and proxies and
each of them,  may lawfully do  by virtue hereof.  Said proxies, without  hereby
limiting  their  general  authority,  are  specifically  authorized  to  vote in
accordance with their best judgment with respect to all matters incident to  the
conduct  of the Special Meeting and all matters presented at the Special Meeting
but which are  not known  to the DIMAC  Board of  Directors at the  time of  the
solicitation of this proxy.
    

   
    PLEASE  SIGN AND DATE YOUR PROXY ON  THE REVERSE SIDE AND RETURN IT PROMPTLY
IN THE ENCLOSED ENVELOPE.  NO POSTAGE NEED  BE AFFIXED IF  MAILED IN THE  UNITED
STATES.
    

   
                                                                SEE REVERSE SIDE
    
<PAGE>
   
                                                PLEASE MARK YOUR CHOICE LIKE /X/
    
   
                           THIS IN BLUE OR BLACK INK
    

   
                      THIS PROXY IS SOLICITED ON BEHALF OF
                        THE BOARD OF DIRECTORS OF DIMAC
    

   
    The DIMAC Board of Directors recommends a vote FOR the following proposal:
    

   
    A  proposal to  approve and  adopt an  Agreement and  Plan of  Merger, dated
October 23,  1995,  among  Heritage  Media  Corporation  ("Heritage"),  an  Iowa
corporation,  Arch  Acquisition Corp.  (the  "Heritage Subsidiary"),  a Delaware
corporation and a  wholly owned  subsidiary of Heritage,  and DIMAC,  a copy  of
which  is attached as Appendix A  to the Proxy Statement/Prospectus accompanying
this proxy, pursuant to  which (i) the Heritage  Subsidiary will be merged  into
DIMAC  and (ii) each share of Common  Stock will be converted automatically into
the right to  receive $28.00  per share  in cash  (the "Merger  Consideration");
PROVIDED  that, at its  option, the Heritage  Subsidiary may elect,  in its sole
discretion, to pay up to $7.00 (the "Stock Portion") of the Merger Consideration
in shares of  the Class A  Common Stock, par  value $.01 per  share of  Heritage
("Heritage  Common Stock"). In the event  that the Heritage Subsidiary elects to
pay a portion of  the Merger Consideration in  shares of Heritage Common  Stock,
the  number of  shares of Heritage  Common Stock constituting  the Stock Portion
shall be the quotient determined by dividing (i) the Stock Portion of the Merger
Consideration by (ii)  the average closing  prices of Heritage  Common Stock  as
reported  on the American Stock Exchange as published by The Wall Street Journal
for the  ten  trading  days  ending  on and  including  the  third  trading  day
preceding, but not including, the effective date of the merger.
    

   
                / /  FOR        / /  AGAINST        / /  ABSTAIN
    

   
    Each  of the above-named  proxies present at the  Special Meeting, either in
person or by substitute shall have and  exercise all the powers of said  proxies
hereunder.  This proxy will be voted in accordance with the choices specified by
the undersigned on  this proxy.  In their  discretion, each  of the  above-named
proxies  is authorized to vote upon such  other business incident to the conduct
of the Special Meeting and  all such other matters  as may properly come  before
the  Special  Meeting  or  any  post-ponement  or  adjournment  thereof.  IF  NO
INSTRUCTIONS TO THE CONTRARY ARE INDICATED HEREON, THIS PROXY WILL BE TREATED AS
A GRANT OF AUTHORITY  TO VOTE FOR THE  PROPOSAL AND ON ANY  OTHER MATTERS TO  BE
VOTED UPON.
    

   
    The  undersigned acknowledges  receipt of  a copy  of the  Notice of Special
Meeting of Stockholders and Proxy  Statement/Prospectus relating to the  Special
Meeting.
    

   
    IMPORTANT:  In signing  this proxy, please  sign exactly as  your name(s) is
(are) shown on the share certificate to which the proxy applies. When signing as
attorney, executor, trustee or guardian, please give your full title as such. If
a corporation, please sign in full corporate name by an authorized officer. If a
partnership, please sign in partnership name by an authorized person. EACH JOINT
TENANT MUST SIGN.
    

   
<TABLE>
<S>                                            <C>
- --------------------------------------------
Signature

- --------------------------------------------
(Additional signature if held jointly)

Dated: -------------------------------------
</TABLE>
    


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