READERS DIGEST ASSOCIATION INC
10-Q, 1994-05-13
PERIODICALS: PUBLISHING OR PUBLISHING & PRINTING
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                             FORM 10-Q

                SECURITIES AND EXCHANGE COMMISSION
                      Washington, D.C.  20549

      [X]   QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d)
              OF THE SECURITIES EXCHANGE ACT OF 1934
                                 
           For the quarterly period ended March 31, 1994
                                 
                                OR
                                 
     [  ]   TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d)
              OF THE SECURITIES EXCHANGE ACT OF 1934
                                 
         For the transition period from _______ to _______


                  Commission file number: 1-10434


               THE READER'S DIGEST ASSOCIATION, INC.
      (Exact name of registrant as specified in its charter)

                      Delaware                       13-1726769
          (State or other jurisdiction of         (I.R.S. Employer
           incorporation or organization)        Identification No.)
                                                          
              Pleasantville, New York                10570-7000
      (Address of principal executive offices)       (Zip Code)
                          

                          (914) 238-1000
       (Registrant's telephone number, including area code)

          ______________________________________________

       Indicate by check mark whether the registrant (1) has filed
all reports required to be filed by Section 13 or 15(d) of the
Securities Exchange Act of 1934 during the preceding 12 months (or
for such shorter period that the registrant was required to file
such reports), and (2) has been subject to such filing requirements
for the past 90 days.  Yes [X]  No [  ]

       As of April 30, 1994, the following shares of the
registrant's common stock were outstanding:

Class A Nonvoting Common Stock, $0.01 par value:  93,573,924 shares
Class B Voting Common Stock, $0.01 par value:  21,240,347 shares



                                                Page 1 of 13 pages.
                                                                   
                                 
               THE READER'S DIGEST ASSOCIATION, INC.
                                 
                        Index to Form 10-Q
                                 
                          March 31, 1994


Part I - Financial Information                    Page No.

The Reader's Digest Association, Inc. and Subsidiaries
Financial Statements (unaudited):

 Consolidated Condensed Statements of Income
  for the Three-month and Nine-month periods
  ended March 31, 1994 and 1993                        3

 Consolidated Condensed Balance Sheets
  as of March 31, 1994 and June 30, 1993               4

 Consolidated Condensed Statements of Cash Flows
  for the Nine-month periods ended
  March 31, 1994 and 1993                              5

 Notes to Consolidated Condensed Financial Statements  6

Management's Discussion and Analysis
 of Financial Condition and Results of Operations      8


Part II - Other Information                            12

                                 
      THE READER'S DIGEST ASSOCIATION, INC. AND SUBSIDIARIES
            CONSOLIDATED CONDENSED STATEMENTS OF INCOME
 Three-month and Nine-month periods ended March 31, 1994 and 1993
               (in thousands, except per share data)
                            (unaudited)

<TABLE>
<CAPTION>
                                                                                    
                                    Three-month period ended             Nine-month period ended
                                           March 31,                            March 31,

                                     1994               1993           1994         1993
                                                                                             

<S>                           <C>          <C>               <C>               <C>
Revenues                      $709,170     $       737,617   $      2,148,550  $ 2,224,280

Cost of sales, fulfillment                                                            
and distribution expense       260,294             282,334            802,169      843,581

Promotion, selling and                                                                
administrative expense         311,917             319,345          1,017,621    1,053,603
                              
                               572,211             601,679          1,819,790    1,897,184
                                                                                      
Operating profit               136,959             135,938            328,760      327,096

Other income, net               13,729              17,741            68,457        50,931

Income before provision for                                                           
income taxes and              
cumulative effect of changes  
in accounting                                                        
principles                     150,688             153,679           397,217       378,027

Provision for income taxes      58,015              59,167           152,929       145,541

Income before cumulative                                                              
effect of changes in                                                                  
accounting principles           92,673              94,512           244,288       232,486

Cumulative effect of changes                                                          
in accounting principles,                                                             
net of tax benefit                 --                  --           ( 25,830)      (50,938)

Net income                    $ 92,673      $       94,512   $       218,458   $   181,548

Earnings per share before                                                             
cumulative effect of                                                                  
changes in accounting                                                                 
principles                    $   0.80      $         0.79   $          2.10   $      1.94
                                                  
Cumulative effect of changes                                                          
in accounting principles            --                  --             (0.23)        (0.42) 

Earnings per share            $   0.80      $         0.79   $          1.87   $      1.52

Average common shares                                                                 
 outstanding                   115,427             118,523           116,130       119,149

</TABLE>

See accompanying notes to consolidated condensed financial
statements.
                                 
                                 
      THE READER'S DIGEST ASSOCIATION, INC. AND SUBSIDIARIES
               CONSOLIDATED CONDENSED BALANCE SHEETS
              As of March 31, 1994 and June 30, 1993
                          (in thousands)
                            (unaudited)




                                                   March 31,           June 30,
                                                     1994                1993
Assets                                                                
Cash and cash equivalents                       $   233,408          $  183,526
Short-term investments, at cost which                                 
 approximates market                                209,893             206,585
Receivables, less allowances for                                      
 returns and bad debts                              553,648             380,421
Inventories                                         171,448             169,458
Prepaid expenses and other current                  156,986             134,733
assets

Total current assets                              1,325,383           1,074,723

Marketable securities, at cost                      343,372             333,248
Property, plant and equipment, net                  229,775             235,160
Other noncurrent assets                             230,432             229,277

Total assets                                    $ 2,128,962          $1,872,408

Liabilities and stockholders' equity                                  
Notes payable                                   $--                  $    5,253
Accounts payable                                    230,364             172,508
Accrued expenses                                    271,214             240,256
Federal and foreign income taxes                    117,348              75,845
Unearned revenue                                    448,196             371,100
Other current liabilities                            15,537              16,364

Total current liabilities                         1,082,659             881,326

Long-term notes payable                               8,257               8,083
Other noncurrent liabilities                        211,385             176,732

Total liabilities                                 1,302,301           1,066,141

Capital stock                                        29,586              29,162
Paid-in capital                                      90,193              77,320
Retained earnings                                 1,017,681             916,420
Foreign currency translation adjustment           ( 36,024)            ( 35,906)
Less:  Treasury stock, at cost                   ( 274,775)           ( 180,729)

Total stockholders' equity                          826,661             806,267

Total liabilities and stockholders'             $ 2,128,962          $1,872,408
equity



See accompanying notes to consolidated condensed financial
statements.
                                 
                                 
      THE READER'S DIGEST ASSOCIATION, INC. AND SUBSIDIARIES
          CONSOLIDATED CONDENSED STATEMENTS OF CASH FLOWS
         Nine-month periods ended March 31, 1994 and 1993
                          (in thousands)
                            (unaudited)



                                                        Nine-month period ended
                                                               March 31,

                                                        1994              1993
Cash flows from operating activities:                                 
Net income                                       $    218,458        $  181,548
Depreciation and amortization                          30,966            32,198
Cumulative effect of changes in accounting             25,830            50,938
principles
Other, net                                          ( 20,319)          ( 77,819)

Net cash provided by operating activities             254,935           186,865

Cash flows from investing activities:                                 
Proceeds from maturities and sales of                                 
 marketable securities and                                            
 short-term investments                               241,066            61,738
Purchases of marketable securities                                    
 and short-term investments                        ( 230,791)          ( 57,066)
Capital expenditures                                ( 24,007)          ( 34,743)
Proceeds from other long-term investments, net         20,333             9,427
Other, net                                              2,477             4,732

Net cash provided by (used in) investing                9,078          ( 15,912)
activities

Cash flows from financing activities:                                 
Dividends paid                                     ( 117,197)         ( 102,359)
Common stock repurchased                            ( 99,177)         ( 114,511)
Other, net                                                459            11,003

Net cash used in financing activities              ( 215,915)         ( 205,867)

Effect of exchange rate changes on cash                 1,784          ( 16,711)

Net increase (decrease) in cash and cash               49,882          ( 51,625)
equivalents

Cash and cash equivalents at beginning of             183,526           292,703
period
Cash and cash equivalents at end of period       $    233,408        $  241,078


See accompanying notes to consolidated condensed financial
statements.
                                 
      THE READER'S DIGEST ASSOCIATION, INC. AND SUBSIDIARIES
       NOTES TO CONSOLIDATED CONDENSED FINANCIAL STATEMENTS
               (in thousands, except per share data)
                            (unaudited)

(1) Basis of Presentation

The company reports on a fiscal year beginning July 1.  The three-
month periods ended
March 31, 1994 and 1993 are the third fiscal quarters of fiscal
year 1994 and fiscal year 1993, respectively.

The accompanying consolidated condensed financial statements have
not been audited, but in the opinion of management, have been
prepared in conformity with generally accepted accounting
principles applying certain judgments and estimates which include
all adjustments (consisting only of normal recurring adjustments)
considered necessary to present fairly such information.  Operating
results for any interim period are not necessarily indicative of
the results for an entire year due to the seasonality of the
company's business.

(2) Changes in Accounting Principles

The company adopted Statement of Financial Accounting Standards No.
(SFAS) 112, "Employers' Accounting for Postemployment Benefits," on
July 1, 1993.  SFAS 112 requires the accrual of benefits such as
disability, severance and health insurance provided to former or
inactive employees prior to retirement over an employee's period of
service.  The cumulative effect of the change was a pre-tax charge
of $42,000 offset by tax benefits of $16,170 for a net after-tax
charge of $25,830, or $.23 per share.  The incremental expense in
the three-month and nine-month periods associated with the adoption
of SFAS 112 was not significant.  Results for the three-month and
nine-month periods ended March 31, 1993 have not been restated for
SFAS 112.

In the fourth quarter of fiscal 1993, the company adopted SFAS 106,
"Employers' Accounting for Postretirement Benefits," and SFAS 109,
"Accounting for Income Taxes," retroactively to the first quarter
of fiscal 1993.  SFAS 106 requires the accrual of the expected
costs of postretirement medical and other nonpension benefits
during an employee's period of service.  SFAS 109 changes the
method of accounting for income taxes to an asset and liability
approach from the deferred method required under Accounting
Principles Board Opinion No. 11.  Results for the nine-month period
ended March 31, 1993 have been restated to reflect the cumulative
effect of these changes, a pre-tax charge of $84,313 offset by tax
benefits of $33,375 for a net after-tax charge of $50,938, or $.42
per share.  In addition, results for the three-month and nine-month
periods ended March 31, 1993 include the incremental expense
associated with SFAS 106.  Fiscal 1994 results include a comparable
current period expense associated with SFAS 106.

(3) Earnings Per Share

Earnings per share is based on the average number of common shares
outstanding for the period and net income after deducting preferred
stock dividend requirements of $327 in each of the three-month
periods ended March 31, 1994 and 1993 and $981 in each of the nine-
month periods ended
March 31, 1994 and 1993.

(4) Stockholders' Equity

On March 14, 1994, the company announced that it plans to
repurchase up to five million shares of Class A nonvoting common
stock from time to time in open market transactions.  This is the
company's third such program since it became public in February,
1990.  The company completed its second program, announced in May,
1993, to repurchase three million shares of Class A nonvoting
common stock in March, 1994.



(5)  Inventories

                                      March 31,           June 30,
                                         1994               1993
                                                      
Raw materials                       $ 18,083            $   20,790
Work-in process                       37,271                42,553
Finished goods                       116,094               106,115
                                    $171,448            $  169,458



(6) Segment Information

The company's operations consist of the following segments:
Reader's Digest magazine, books and home entertainment products,
special interest magazines and other operations.  The books and
home entertainment products segment includes books and music and
video products.  The special interest magazines segment includes
magazines acquired or launched since 1987.  A summary of revenues
by business segments and major geographic areas for the three-month
and nine-month periods ended March 31, 1994 and 1993, is as
follows:

<TABLE>
<CAPTION>
                                  Three-month period ended           Nine-month period ended
                                         March 31,                          March 31,

<S>                           <C>             <C>                 <C>          <C>
BUSINESS SEGMENTS                  1994            1993              1994          1993
                                                                                 
Revenues                                                                         


Reader's Digest magazine      $  167,623      $  173,519          $  510,838   $  538,257
Books and home                                                                   
 entertainment products          502,422         527,567           1,458,908    1,528,875                    
Special interest magazines        21,513          20,845              62,500       58,732                  
Other operations                  17,612          15,686             116,304       98,416                  

Total revenues                $  709,170      $  737,617          $2,148,550   $2,224,280


GEOGRAPHIC AREAS                                                                

Revenues                                                                        

United States                $  278,599      $  307,592           $  878,670   $  911,277
International                   430,571         430,025            1,269,880    1,313,003

Total revenues      $           709,170      $  737,617            2,148,550    2,224,280

</TABLE>

                                                                   
               The Reader's Digest Association, Inc.
               Management's Discussion and Analysis
         of Financial Condition and Results of Operations


Results of Operations

Changes in Accounting Principles
On July 1, 1993 the company adopted Statement of Financial
Accounting Standards No. (SFAS) 112, "Employers' Accounting for
Postemployment Benefits."  As a result, the company recognized a
one-time, non-cash, after-tax charge for the cumulative effect of
this change of $25.8 million, or $.23 per share which is reflected
in the results for the nine-month period ended March 31, 1994.  The
incremental expense associated with this change was not
significant.  Results for the third quarter and nine-month period
ended March 31, 1993 have not been restated for SFAS 112.

Results for the third quarter and nine-month period ended March 31,
1993 have been restated to reflect the adoption in the fourth
quarter of fiscal 1993 of SFAS 106, "Employers' Accounting for
Postretirement Benefits," and SFAS 109, "Accounting for Income
Taxes."  Results for the nine-month period ended March 31, 1993
reflect the one-time, non-cash, after-tax cumulative effect charge
of $50.9 million, or $.42 per share, and additional expense related
to SFAS 106 for the third quarter and fiscal year-to-date period.
Fiscal 1994 third quarter and nine-month period results include a
comparable current period expense associated with SFAS 106.


Three-Month Period Ended March 31, 1994 Compared with Three-Month
Period Ended March 31, 1993

Revenues/Operating Profit
The company's worldwide revenues for the three-month period ended
March 31, 1994 decreased $28.4 million, or 4%, to $709.2 million
compared with revenues for the same period a year ago.  Excluding
the effect of changes in foreign currency exchange rates, revenues
decreased about 2%.  For the third quarter, U.S. revenues decreased
9% mainly due to lower levels of activity in the books and home
entertainment products business, which is consistent with the
company's plan to return this business to its historic growth
levels, and a decrease in Reader's Digest magazine advertising
revenue.  International revenues were even with the prior year.
Excluding the effect of changes in foreign currency exchange rates,
international revenues increased about 3%.  This 3% increase in
international revenues was below the nine-month revenue growth
trend due to timing of product offerings and product mix in several
locations, as well as lower Reader's Digest magazine advertising
revenues.  Worldwide operating profit for the company increased 1%
to $137.0 million in the third quarter of fiscal 1994 compared with
$135.9 million in the third quarter of fiscal 1993.  Excluding the
effect of changes in foreign currency exchange rates, operating
profit increased about 4%.

Other Income, Net
Other income, net for the quarter decreased $4.0 million to $13.7
million compared with $17.7 million a year ago.  Interest income
was $10.6 million in fiscal 1994 compared with $12.1 million in
fiscal 1993.    Other income, net also includes the effects of
foreign exchange transactions and hedging activity ($1.8 million
expense in fiscal 1994 compared with $1.5 million income in fiscal
1993) and gains on certain investments ($5.3 million in fiscal 1994
compared with $9.1 million in fiscal 1993).

Earnings Per Share
Earnings per share for the quarter increased 1% to $.80 from $.79
in the comparable period last year.  Excluding the combined effect
of foreign exchange on operating profit and on other income, net,
earnings per share increased about 6%.  Excluding the combined
total effect of foreign exchange and gains on certain investments,
earnings per share increased about 7%.

Business Segments
The company's operations are divided into four business segments:
(1) Reader's Digest magazine,
(2) books and home entertainment products, (3) special interest
magazines and (4) other operations.

Reader's Digest magazine revenues decreased $5.9 million, or 3%, to
$167.6 million compared with $173.5 million a year ago.  Excluding
the effect of changes in foreign currency exchange rates, revenues
decreased about 2%.  The decrease was attributable to lower
worldwide advertising revenues caused by a decrease in advertising
pages in a difficult global advertising environment.  Approximately
two-thirds of the decrease in advertising revenues was offset by
increased subscription pricing.  Circulation levels declined
slightly as the U.S. circulation rate base was lowered in January,
1994 from 16.25 million to 15.0 million in accordance with the
company's announcement in September, 1993.  Operating profit
decreased primarily because of the decrease in revenues.

Books and home entertainment products revenues decreased $25.2
million, or 5%, to $502.4 million compared with $527.6 million for
the same period a year ago.  Excluding the effect of changes in
foreign currency exchange rates, revenues decreased about 3%.  This
3% decrease was primarily attributable to lower unit sales due to
lower activity in the U.S.  U.S. revenues declined compared with
the prior year consistent with the company's strategy of optimizing
its U.S. profitability through lower levels of activity in order to
form a solid customer base for future growth.  Operating profit in
this segment increased primarily as a result of decreased
promotional spending related to the lower activity in the U.S.

Special interest magazines revenues increased $.7 million, or 3%,
to $21.5 million from $20.8 million a year ago.  The effect of
changes in foreign currency exchange rates on revenues was not
significant.  The increase in revenues was caused almost entirely
by higher advertising revenues due to increased advertising rates.
Circulation levels were approximately the same as the prior year.
Special interest magazines operating performance improved compared
with the prior year primarily because of increased revenues and
lower amortization of intangible assets.


Nine-Month Period Ended March 31, 1994 Compared with Nine-Month
Period Ended March 31, 1993

Revenues/Operating Profit
The company's worldwide revenues for the nine-month period ended
March 31, 1994 decreased $75.7 million, or 3%, to $2.15 billion
compared with revenues for the same period a year ago.  Excluding
the effect of changes in foreign currency exchange rates, revenues
increased about 3%.  United States revenues decreased 4% mainly due
to lower levels of activity in the books and home entertainment
products business, which is consistent with the company's plan to
return this business to its historic growth levels, and a decrease
in Reader's Digest magazine advertising revenue.  It has been
twelve months since the company initially discussed performance
issues in the U.S. books and home entertainment business.  The
measures put in place since last spring are meeting the company's
expectations.  Better targeting of mailings and promotional
activity has led to higher response rates, fewer returns of
products and better payment performance.  The company is
increasingly confident that it is on the right track to return this
business to historical growth levels within the 12 to 24 month time
frame discussed a year ago.  International revenues were 3% less
than the prior year.  Excluding the effect of changes in foreign
currency exchange rates, international revenues increased about 8%.
Worldwide operating profit increased 1% to $328.8 million compared
with the prior year.  Excluding the effect of changes in foreign
currency exchange rates, operating profit increased about 10%.
This 10% increase was primarily because of increased international
revenues (excluding the effect of changes in foreign currency
exchange rates) and lower promotional spending in the U.S. books
and home entertainment products business.


Other Income, Net
Other income, net for the nine-month period increased $17.6 million
to $68.5 million compared with $50.9 million a year ago.  This
increase was primarily the result of increased gains on certain
investments ($42.2 million in fiscal 1994 compared with $22.1
million in fiscal 1993).  Other income, net also includes the
effects of foreign exchange transactions and hedging activity ($2.2
million expense in fiscal 1994 compared with $1.9 million expense
in fiscal 1993) and interest income ($31.6 million in fiscal 1994
compared with $40.1 million in fiscal 1993).


Earnings Per Share
Earnings per share before the cumulative effect of changes in
accounting principles increased 8% to $2.10 from $1.94 in the
comparable period last year.  This increase exceeded operating
profit growth because of higher gains from certain investments and
the reduction in outstanding shares due to the company's ongoing
share repurchase program.  Excluding the combined effect of foreign
exchange on operating profit and on other income, net, earnings per
share before the cumulative effect of changes in accounting
principles increased about 17%.  Excluding the combined total
effect of foreign exchange and gains on certain investments,
earnings per share before the cumulative effect of changes in
accounting principles increased about 11%.

For the nine-month period, comparative earnings were reduced by
$.17 per share from the adverse impact of foreign exchange.  The
company has hedged a substantial portion of its exchange exposure
from its international businesses for the remainder of fiscal 1994
in order to limit the negative impact on full-year earnings to
about $.20 per share.  For the nine-month period, capital gains
contributed about $.23 per share in fiscal 1994 compared with
approximately $.12 per share in fiscal 1993.  Further capital gains
may not be realized in fiscal 1994.  In the fourth quarter of
fiscal 1993, the company realized $7.4 million, or about $.04 per
share, in capital gains from certain investments.


Business Segments
Reader's Digest magazine revenues decreased $27.5 million, or 5%,
to $510.8 million compared with $538.3 million a year ago.
Excluding the effect of changes in foreign currency exchange rates,
revenues were about even with the prior year.  These consistent
revenues were due to lower worldwide advertising revenues caused by
a decrease in advertising pages in a difficult global advertising
environment being offset primarily by increased subscription
pricing.  For the nine-month period, average circulation levels
remained approximately the same as the prior year.  Operating
profit decreased primarily because of lower advertising revenues
and an increase in promotional spending.

Books and home entertainment products revenues decreased 5%, or
$70.0 million, to $1.46 billion compared with $1.53 billion for the
same period a year ago.  Excluding the effect of changes in foreign
currency exchange rates, revenues increased about 3%.  This
increase was primarily attributable to higher prices and sales of a
higher priced product mix.  U.S. revenues declined compared with
the prior year consistent with the company's strategy of optimizing
its U.S. profitability through lower levels of activity in order to
form a solid customer base for future growth.  Operating profit in
this segment increased as a result of decreased promotional
spending related to the lower activity in the U.S and higher
international revenues.

Special interest magazines revenues increased $3.8 million, or 6%,
to $62.5 million from $58.7 million a year ago.  Excluding the
effect of changes in foreign currency exchange rates, revenues
increased about 7%.  Approximately three-fourths of the increase in
revenues was caused by increased advertising revenues because of
increased advertising rates.  The balance of the increase was due
to higher subscription pricing.  Circulation levels remained
approximately the same as the prior year.  Special interest
magazines operating loss was reduced primarily because of increased
revenues and lower amortization of intangible assets.

Workforce Reduction
In November, 1993 the company announced a reduction in its U.S.
workforce of about 200 people.  This reduction was designed to
bring the cost structure of U.S. operations in line with revenues,
and staffing levels in line with business activities.  The costs of
the workforce reduction have been charged against the SFAS 112
accrual.


Liquidity and Capital Resources
March 31, 1994 Compared with June 30, 1993
Cash and cash equivalents, short-term investments and marketable
securities increased about $64 million to $787 million at March 31,
1994, compared with $723 million at June 30, 1993.  The increase
was primarily the result of cash provided from operations ($255
million) exceeding payments for dividends ($117 million) and the
repurchase of 2.4 million shares of Class A nonvoting common stock
($99 million).

The company paid a $.35 per share dividend on its common stock in
the third quarter of fiscal 1994 compared with $.30 per share a
year ago.  This represents a 17% increase over the prior year's
quarterly dividend payment.  At the current rate, the company will
pay a total dividend of $1.35 in fiscal 1994 compared with $1.15 in
fiscal 1993.  In March, 1994 the company completed its second share
repurchase program of three million shares which began in May,
1993.  In March, 1994 the company also announced a third share
repurchase program to acquire up to an additional five million
shares of Class A nonvoting common stock.

The company believes that its liquidity, capital resources and cash
flow are sufficient to fund normal capital expenditures, working
capital requirements, the payment of dividends and the company's
share repurchase program.  The company also believes its liquidity,
capital resources and cash flow are sufficient to finance present
plans to expand existing product lines in existing markets and to
identify and develop new products and markets.


New Accounting Standards
In May 1993, the Financial Accounting Standards Board issued
Statement of Financial Accounting Standards No. (SFAS) 115,
"Accounting for Certain Investments in Debt and Equity Securities."
This standard expands the use of fair value accounting and
addresses reporting requirements for certain investments in debt
and equity securities.  SFAS 115 must be applied by the company no
later than the first quarter of fiscal 1995.  The company is
currently assessing the impact of this statement.

In December 1993, the American Institute of Certified Public
Accountants issued Statement of Position (SOP) 93-7, "Reporting on
Advertising Costs."  This statement sets forth the guidelines for
the recognition and reporting of advertising costs.  Under these
guidelines, the costs of direct-response advertising should be
capitalized and amortized over the period during which future
benefit is expected to be received to better match revenues and
related costs of product offerings.  Presently, the company
generally expenses these costs as they are incurred.  SOP 93-7 must
be applied by the company no later than the first quarter of fiscal
1995.  The company is currently assessing the impact of this
statement.
                                 
                                 
                    PART II.  OTHER INFORMATION



Item 5.   OTHER INFORMATION

          James P. Schadt has been named to succeed George V. Grune
          as chief executive officer of the company, effective
          August 1, 1994.  Mr. Schadt will continue as president of
          the company and Mr. Grune will remain chairman of the
          board of directors of the company.


Item 6.   EXHIBITS AND REPORTS ON FORM 8-K.

          (a)  Exhibits

          10.17     The Reader's Digest Association, Inc. 1994 Key
                    Employee Long Term Incentive Plan.


          (b)  Reports on Form 8-K

          No report on Form 8-K was filed for the quarter for which
          this report is filed.














                            SIGNATURES


Pursuant to the requirements of the Securities Exchange Act of 1934
the registrant has duly caused this report to be signed on its
behalf by the undersigned thereunto duly authorized.






                           The Reader's Digest Association, Inc.
                                        (Registrant)



Date:  May 13, 1994        By:          Anthony W. Ruggiero
                                        Anthony W. Ruggiero
                                        Senior Vice President and
                                        Chief Financial Officer



                                        Sean F. Orr
                                        Sean F. Orr
                                        Vice President and
Controller
                                        Chief Accounting Officer






THE READER'S DIGEST ASSOCIATION, INC.



1994 KEY EMPLOYEE LONG TERM
INCENTIVE PLAN



THE READER'S DIGEST ASSOCIATION, INC.


1994 KEY EMPLOYEE LONG TERM INCENTIVE PLAN


ARTICLE I
Purpose

	The purpose of this 1994 Key Employee Long Term 
Incentive Plan (the "Plan") is to enable The Reader's Digest 
Association, Inc. (the "Company") to offer key employees of 
the Company and Designated Subsidiaries (defined below) 
performance-based stock incentives and other equity 
interests in the Company and other incentive awards, thereby 
attracting, retaining and rewarding such key employees, and 
strengthening the mutuality of interests between key 
employees and the Company's shareholders.


ARTICLE II
Definitions

	For purposes of this Plan, the following terms shall 
have the following meanings:

	2.1	"Award" shall mean any award under this Plan of 
any Stock Option, Stock Appreciation Right, Restricted 
Stock, Performance Shares, Performance Units or Other Stock-
Based Award.  All Awards shall be granted by, confirmed by, 
and subject to the terms of, a written agreement executed by 
the Company and the Participant.

	2.2	"Board" shall mean the Board of Directors of the 
Company.

	2.3	"Change in Control" shall have the meaning set 
forth in Article 12.

	2.4	"Code" shall mean the Internal Revenue Code of 
1986, as amended.

	2.5	"Committee" shall mean a committee of the Board 
appointed from time to time by the Board consisting of three 
or more Directors, none of whom shall be eligible to receive 
any Award pursuant to this Plan.

	2.6	"Common Stock" means the Class A non-voting Common 
Stock, $.01 par value per share, of the Company.

	2.7	"Designated Subsidiary" shall mean one of such 
subsidiaries of the Company, 80 percent or more of the 
voting capital stock of which is owned, directly or indi-
rectly, by the Company, which are designated from time to 
time by the Board.

	2.8	"Disability" shall mean Total Disability as 
defined in the Company's Long Term Disability Plan.

	2.9	"Eligible employees" shall mean the employees of 
the Company and the Designated Subsidiaries who are eligible 
pursuant to Article 5 to be granted Awards under this Plan.

	2.10	"Fair Market Value" for purposes of this Plan, 
unless otherwise required by any applicable provision of the 
Code or any regulations issued thereunder, shall mean, as of 
any date, the mean between the high and low sales prices on 
the applicable date, or if no sales price is available for 
such date, the mean between the closing bid and asked prices 
for such date, of a share of Common Stock (i) as reported by 
the principal national securities exchange in the United 
States on which it is then traded, or (ii) if not traded on 
any such national securities exchange, as quoted on an 
automated quotation system sponsored by the National 
Association of Securities Dealers, or if the Common Stock 
shall not have been reported or quoted on such date, on the 
first day prior thereto on which the Common Stock was 
reported or quoted.  If the Common Stock is not readily 
tradeable on a national securities exchange or any system 
sponsored by the National Association of Securities Dealers, 
its Fair Market Value shall be set by the Board on the 
advice of an investment advisor in good faith.

	2.11	"Incentive Stock Option" shall mean any Stock 
Option awarded under this Plan intended to be and designated 
as an "Incentive Stock Option" within the meaning of Section 
422A of the Code.

	2.12	"Non-Qualified Stock Option" shall mean any Stock 
Option awarded under this Plan that is not an Incentive 
Stock Option.

	2.13	"Other Stock-Based Award" shall mean an Award 
under Article 11 of this Plan that is valued in whole or in 
part by reference to, or is payable in or otherwise based 
on, Common Stock.

	2.14	"Participant" shall mean an employee to whom an 
Award has been made pursuant to this Plan.

	2.15	"Performance Cycle" shall have the meaning set 
forth in Section 10.1.

	2.16	"Performance Period" shall have the meaning set 
forth in Section 9.1.

	2.17	"Performance Share" shall mean an Award made 
pursuant to Article 9 of this Plan of the right to receive 
Common Stock or cash of an equivalent value at the end of a 
specified Performance Period.

	2.18	"Performance Unit" shall mean an Award made 
pursuant to Article 10 of this Plan of the right to receive 
a fixed dollar amount, payable in cash or Common Stock or a 
combination of both.

	2.19	"Reference Stock Option" shall have the meaning 
set forth in Section 7.1.

	2.20	"Restricted Stock" shall mean an Award of shares 
of Common Stock under this Plan that is subject to 
restrictions under Article 8.

	2.21	"Restriction Period" shall have the meaning set 
forth in Subsection 8.3(a).

	2.22	"Retirement" shall mean termination of employment 
by an employee who is a least 55 years of age after at least 
5 years of employment by the Company and/or a Designated 
Subsidiary.

	2.23	"Stock Appreciation Right" shall mean the right 
pursuant to an Award granted under Article 7.  A Tandem 
Stock Appreciation Right shall mean the right to surrender 
to the Company all (or a portion) of a Stock Option in 
exchange for an amount equal to the difference between (i) 
the Fair Market Value, as of the date such Stock Option (or 
such portion thereof) is surrendered, of the shares of 
Common Stock covered by such Stock Option (or such portion 
thereof), and (ii) the aggregate exercise price of such 
Stock Option (or such portion thereof).  A Non-Tandem Stock 
Appreciation Right shall mean the right to receive an amount 
equal to the difference between (x) the Fair Market Value of 
a share of Common Stock as of the date such Right is 
exercised, and (y) the Fair Market Value of a share of 
Common Stock as of the date such Right is awarded, otherwise 
than on surrender of a Stock Option.

	2.24	"Stock Option" or "Option" shall mean any option 
to purchase shares of Common Stock (including Restricted 
Stock and Performance Shares, if the Committee so 
determines) granted pursuant to Article 6.

	2.25	"Termination of employment" shall mean a 
termination of service for reasons other than military or 
personal leave of absence granted by the Company or a 
transfer of a Participant from the Company or a Designated 
Subsidiary to another Designated Subsidiary or to the 
Company or to any affiliate as defined in Section 414 of the 
Code.

	2.26	"Transfer" shall mean anticipate, alienate, 
attach, sell, assign, pledge, encumber, charge or otherwise 
transfer.

	2.27	"Withholding Election" shall have the meaning set 
forth in Section 15.4.


ARTICLE III
Administration

	3.1	The Committee.  The Plan shall be administered and 
interpreted by the Committee.

	3.2	Awards.  The Committee shall have full authority 
to grant, pursuant to the terms of this Plan, to eligible 
employees:  (i) Stock Options, (ii) Stock Appreciation 
Rights, (iii) Restricted Stock, (iv) Performance Shares, (v) 
Performance Units, and (vi) Other Stock-Based Awards.  In 
particular, the Committee shall have the authority:

	(a)	to select the eligible employees to whom Stock 
Options, Stock Appreciation Rights, Restricted 
Stock, Performance Shares, Performance Units and 
Other Stock-Based Awards may from time to time be 
granted hereunder;

	(b)	to determine whether and to what extent Incentive 
Stock Options, Non-Qualified Stock Options, Stock 
Appreciation Rights, Restricted Stock, Performance 
Shares, Performance Units and Other Stock-Based 
Awards, or any combination thereof, are to be 
granted hereunder to one or more eligible 
employees;

	(c)	to determine the number of shares of Common Stock 
to be covered by each such Award granted 
hereunder;

	(d)	to determine the terms and conditions, not 
inconsistent with the terms of this Plan, of any 
Award granted hereunder (including, but not 
limited to, the share price, any restriction or 
limitation, any vesting schedule or acceleration 
thereof, or any forfeiture restrictions or waiver 
thereof, regarding any Stock Option or other Award 
and the shares of Common Stock relating thereto, 
based on such factors, if any, as the Committee 
shall determine, in its sole discretion);

	(e)	to determine whether, to what extent and under 
what circumstances grants of Options and other 
Awards under this Plan are to operate on a tandem 
basis and/or in conjunction with or apart from 
other awards made by the Company outside of this 
Plan;

	(f)	to determine whether and under what circumstances 
a Stock Option may be settled in cash, Common 
Stock, Performance Shares and/or Restricted Stock 
under Subsection 6.4(k); and

	(g)	to determine whether, to what extent and under 
what circumstances Common Stock and other amounts 
payable with respect to an Award under this Plan 
shall be deferred either automatically or at the 
election of the Participant.

	3.3	Guidelines.  Subject to Article 13 hereof, the 
Committee shall have the authority to adopt, alter and 
repeal such administrative rules, guidelines and practices 
governing this Plan and perform all acts, including the 
delegation of its administrative responsibilities, as it 
shall, from time to time, deem advisable; to construe and 
interpret the terms and provisions of this Plan and any 
Award issued under this Plan (and any agreements relating 
thereto); and to otherwise supervise the administration of 
this Plan.  The Committee may correct any defect, supply any 
omission or reconcile any inconsistency in this Plan or in 
any agreement relating thereto in the manner and to the 
extent it shall deem necessary to carry this Plan into 
effect.  Notwithstanding the foregoing, no action of the 
Committee under this Section 3.3 shall impair the rights of 
any Participant without the Participant's consent.

	3.4	Decisions Final.  Any decision, interpretation or 
other action made or taken in good faith by or at the 
direction of the Company, the Board, or the Committee (or 
any of its members) arising out of or in connection with the 
Plan shall be within the absolute discretion of all and each 
of them, as the case may be, and shall be final, binding and 
conclusive on the Company and all employees and Participants 
and their respective heirs, executors, administrators, 
successors and assigns.

	3.5	Reliance on Counsel.  The Company or the Committee 
may consult with legal counsel, who may be counsel for the 
Company or other counsel, with respect to its obligations or 
duties hereunder, or with respect to any action or 
proceeding or any question of law, and shall not be liable 
with respect to any action taken or omitted by it in good 
faith pursuant to the advice of such counsel.


ARTICLE IV
Share Limitation

	4.1	Shares.  The maximum aggregate number of shares of 
Common Stock which may be issued under this Plan or with 
respect to which Non-Tandem Stock Appreciation Rights may be 
granted shall not exceed 6,000,000 shares (subject to any 
increase or decrease pursuant to Section 4.2) which may be 
either authorized and unissued Common Stock or outstanding 
Common Stock reacquired by the Company.  No more than 10% of 
such maximum shall be issued under this Plan as Restricted 
Stock.  If any Option granted under this Plan shall expire, 
terminate or be cancelled for any reason without having been 
exercised in full, or payment shall have been made in other 
than Common Stock, the number of unpurchased shares shall 
again be available for the purposes of the Plan; provided, 
however, that if such expired, terminated or cancelled 
Option shall have been issued in tandem with a Stock 
Appreciation Right or other Award, none of such unpurchased 
shares shall again become available for purposes of this 
Plan to the extent that the related Right or Award granted 
under this Plan is exercised.  Further, if any shares of 
Common Stock granted hereunder are forfeited or such Award 
otherwise terminates without the delivery of such shares 
upon the lapse of restrictions, the shares subject to such 
grant, to the extent of such forfeiture or termination, 
shall again be available under this Plan.

	4.2	Changes.  In the event of any change in the 
capital stock of the Company by reason of any stock dividend 
or distribution, stock split or reverse stock split, recapi-
talization, reorganization, merger, consolidation, split-up, 
combination or exchange of shares, distribution with respect 
to its outstanding Common Stock of capital stock other than 
Common Stock, reclassification of its capital stock, 
issuance of warrants or options to purchase any Common Stock 
or securities convertible into Common Stock, or rights 
offering to purchase capital stock at a price below fair 
market value, or any similar change affecting the capital 
stock of the Company; then the aggregate number and kind of 
shares which thereafter may be issued under this Plan, the 
number and kind of shares subject to outstanding Options 
granted under this Plan and the purchase price thereof, and 
the number and kind of shares subject to other outstanding 
Awards (including but not limited to Awards of Restricted 
Stock, Performance Shares and Other Stock-Based Awards) 
granted under this Plan, shall be appropriately adjusted 
consistent with such change in such manner as the Committee 
may deem equitable to prevent substantial dilution or 
enlargement of the rights granted to, or available for, 
Participants under this Plan, and any such adjustment 
determined by the Committee in good faith shall be binding 
and conclusive on the Company and all Participants and 
employees and their respective heirs, executors, administra-
tors, successors and assigns.  Any such adjusted Option 
price shall also be used to determine the amount payable by 
the Company upon the exercise of any Stock Appreciation 
Right associated with any Stock Option.

	4.3	Purchase Price.  Notwithstanding any provision of 
this Plan to the contrary, if authorized but previously 
unissued shares of Common Stock are issued under this Plan, 
such shares shall be issued for a consideration which shall 
not be less than par value.


ARTICLE V
Eligibility

	5.1	Senior officers, senior management and key 
employees of the Company and its Designated Subsidiaries and 
members of the Executive Committee of the Company's Board of 
Directors are eligible to be granted Options and other 
Awards under this Plan.  Eligibility under this Plan shall 
be determined by the Committee.


ARTICLE VI
Stock Options

	6.1	Options.  Stock Options may be granted alone or in 
addition to other Awards granted under this Plan.  Each 
Stock Option granted under this Plan shall be one of two 
types:  (i) an Incentive Stock Option or (ii) a Non-
Qualified Stock Option.

	6.2	Grants.  The Committee shall have the authority to 
grant to any Participant one or more Incentive Stock 
Options, Non-Qualified Stock Options, or both types of Stock 
Options (in each case with or without Stock Appreciation 
Rights); provided, however, that no Participant shall be 
granted Stock Options or Non-Tandem Stock Appreciation 
Rights, or both, with respect to a total of more than 
500,000 shares of Common Stock during any fiscal year of the 
Company..  To the extent that any Stock Option does not 
qualify as an Incentive Stock Option (whether because of its 
provisions or the time or manner of its exercise or 
otherwise), such Stock Option or the portion thereof which 
does not qualify shall constitute a separate Non-Qualified 
Stock Option.

	6.3	Incentive Stock Options.  Anything in the Plan to 
the contrary notwithstanding, no term of this Plan relating 
to Incentive Stock Options shall be interpreted, amended or 
altered, nor shall any discretion or authority granted under 
the Plan be so exercised, so as to disqualify the Plan under 
Section 422A of the Code, or, without the consent of the 
Participants affected, to disqualify any Incentive Stock 
Option under such Section 422A.

	6.4	Terms of Options.  Options granted under this Plan 
shall be subject to the following terms and conditions and 
shall be in such form and contain such additional terms and 
conditions, not inconsistent with the terms of this Plans, 
as the Committee shall deem desirable:

	(a)	Option Price.  The option price per share of 
Common Stock purchasable under a Stock Option 
shall be determined by the Committee at the time 
of grant but shall be not less than 100% of the 
Fair Market Value of the Common Stock at grant if 
the Stock Option is intended to be an Incentive 
Stock Option and shall not be less than 85% of the 
Fair Market Value of the Common Stock at grant if 
the Stock Option is intended to be a Non-Qualified 
Stock Option.

	(b)	Option Term.  The term of each Stock Option shall 
be fixed by the Committee, but no Incentive Stock 
Option shall be exercisable more than ten years 
after the date the Option is granted, and no Non-
Qualified Stock Option shall be exercisable more 
than ten years and one day after the date the 
Option is granted.

	(c)	Exercisability.  Stock Options shall be 
exercisable at such time or times and subject to 
such terms and conditions as shall be determined 
by the Committee at grant; provided, however, 
that, except as provided in subsections (f), (g) 
and (h) below and Article 3, unless otherwise 
determined by the Committee at grant, no Stock 
Option shall be exercisable prior to the first 
anniversary date of the granting of the Option.  
If the Committee provides, in its discretion, that 
any Stock Option is exercisable only in 
installments, the Committee may waive such 
installment exercise provisions at any time at or 
after grant in whole or in part, based on such 
factors, if any, as the Committee shall determine, 
in its sole discretion.

	(d)	Method of Exercise.  Subject to whatever 
installment exercise and waiting period provisions 
apply under subsection (c) above, Stock Options 
may be exercised in whole or in part at any time 
during the option term, by giving written notice 
of exercise to the Company specifying the number 
of shares to be purchased.  Such notice shall be 
accompanied by payment in full of the purchase 
price in such form as the Committee may accept.  
If and to the extent determined by the Committee 
in its sole discretion at or after grant, payment 
in full or in part may also be made in the form of 
Common Stock (other than Restricted Stock) owned 
by the Participant (and for which the Participant 
has good title free and clear of any liens and 
encumbrances) or Restricted Stock, or by reduction 
in the number of shares issuable upon such 
exercise based, in each case, on the Fair Market 
Value of the Stock on the payment date as 
determined by the Committee (without regard to any 
forfeiture restrictions applicable to Restricted 
Stock).  No shares of Stock shall be issued until 
payment, as provided herein, therefor has been 
made.  A Participant shall generally have the 
rights to dividends or other rights of a 
shareholder with respect to shares subject to the 
Option when the optionee has given written notice 
of exercise, has paid for such shares as provided 
herein, and, if requested, has given the 
representation described in Section 15.1.  
Notwithstanding the foregoing, if payment in full 
or in part has been made in the form of Restricted 
Stock, an equivalent number of shares of Common 
Stock issued on exercise of the Option shall be 
subject to the same restrictions and conditions, 
and during the remainder of the Restriction 
Period, applicable to the shares of Restricted 
Stock surrendered therefor.

	(e)	Non-Transferability of Options.  No Stock Option 
shall be Transferable by the Participant otherwise 
than by will or by the laws of descent and distri-
bution, and all Stock Options shall be 
exercisable, during the Participant's lifetime, 
only by the Participant.

	(f)	Termination by Death.  Subject to subsection (j) 
below, if a Participant's employment by the 
Company or a Designated Subsidiary terminates by 
reason of death, any Stock Option held by such 
Participant, unless otherwise determined by the 
Committee at grant, shall be fully vested and may 
thereafter be exercised by the legal 
representative of the estate, for a period of one 
year (or such other period as the Committee may 
specify at grant) from the date of such death or 
until the expiration of the stated term of such 
Stock Option, whichever period is the shorter.

	(g)	Termination by Reason of Disability.  Subject to 
subsection (j) below, if a Participant's 
employment by the Company or a Designated 
Subsidiary terminates by reason of Disability, any 
Stock Option held by such Participant, unless 
otherwise determined by the Committee at grant, 
shall be fully vested and may thereafter be 
exercised by the Participant for a period of three 
years (or such other period as the Committee may 
specify at grant) from the date of such 
termination of employment or until the expiration 
of the stated term of such Stock Option, whichever 
period is the shorter; provided, however, that, if 
the Participant dies within such three-year period 
(or such other period as the Committee shall 
specify at grant), any unexercised Stock Option 
held by such Participant shall thereafter be exer-
cisable to the extent to which it was exercisable 
at the time of death for a period of twelve months 
from the date of such death or until the 
expiration of the stated term of such Stock 
Option, whichever period is the shorter.  In the 
event of termination of employment by reason of 
Disability, if an Incentive Stock Option is 
exercised after the expiration of the exercise 
periods that apply for purposes of Section 422A of 
the Code, such Stock Option will thereafter be 
treated as a Non-Qualified Stock Option.

	(h)	Termination by Reason of Retirement.  Subject to 
subsection (j), if a Participant's employment by 
the Company or a Designated Subsidiary terminates 
by reason of Retirement, any Stock Option held by 
such Participant, unless otherwise determined by 
the Committee at grant, shall be fully vested and 
may thereafter be exercised by the Participant for 
a period of three years (or such other period as 
the Committee may specify at grant) from the date 
of such termination of employment or the 
expiration of the stated term of such Stock 
Option, whichever period is the shorter; provided, 
however, that, if the Participant dies within such 
three-year period, any unexercised Stock Option 
held by such Participant shall thereafter be 
exercisable, to the extent to which it was 
exercisable at the time of death, for a period of 
twelve months from the date of such death or until 
the expiration of the stated term of such Stock 
Option, whichever period is the shorter.  In the 
event of termination of employment by reason of 
Retirement, if an Incentive Stock Option is 
exercised after the expiration of the exercise 
periods that apply for purposes of Section 422A of 
the Code, such Stock Option will thereafter be 
treated as a Non-Qualified Stock Option.

	(i)	Other Termination.  Unless otherwise determined by 
the Committee at or after grant, if a 
Participant's employment by the Company or a 
Designated Subsidiary terminates for any reason 
other than death, Disability or Retirement, the 
Stock Option shall thereupon terminate, except 
that such Stock Option may be exercised, to the 
extent it was exercisable immediately preceding 
such termination, for the lesser of three months 
or the balance of such Stock Option's term if the 
Participant is involuntarily terminated by the 
Company or the Designated Subsidiary without 
cause.

	(j)	Incentive Stock Option Limitations.  To the extent 
that the aggregate Fair Market Value (determined 
as of the time of grant) of the Common Stock with 
respect to which Incentive Stock Options are 
exercisable for the first time by the Participant 
during any calendar year under the Plan and/or any 
other stock option plan of the Company or any 
subsidiary or parent corporation (within the 
meaning of Section 425 of the Code) exceeds 
$100,000, such Options shall be treated as Options 
which are not Incentive Stock Options.

		To the extent (if any) permitted under Section 
422A of the Code, or the applicable regulations 
thereunder or any applicable Internal Revenue 
Service pronouncement, if (i) a Participant's 
employment with the Company or a Designated 
Subsidiary is terminated by reason of death, 
Disability or Retirement and (ii) the portion of 
any Incentive Stock Option that is otherwise 
exercisable during the post-termination period 
specified under subsections (f), (g) or (h) above, 
computed without regard to the $100,000 limitation 
currently contained in Section 422A(d) of the 
Code, is greater than the portion of such Stock 
Option that is immediately exercisable as an 
"incentive stock option" during such post-
termination period under Section 422A, such excess 
shall be treated as a Non-Qualified Stock Option.  
If the exercise of an Incentive Stock Option is 
accelerated by reason of a Change in Control, any 
portion of such Option that is not exercisable as 
an Incentive Stock Option by reason of the 
$100,000 limitation contained in Section 422A(d) 
of the Code shall be treated as a Non-Qualified 
Stock Option.

		Should any of the foregoing provisions not be 
necessary in order for the Stock Options to 
qualify as Incentive Stock Options, or should any 
additional provisions be required, the Committee 
may amend the Plan accordingly, without the 
necessity of obtaining the approval of the 
shareholders of the Company.

	(k)	Buyout and Settlement Provisions.  The Committee 
may at any time offer to buy out an Option 
previously granted, based on such terms and condi-
tions as the Committee shall establish and 
communicate to the Participant at the time that 
such offer is made.

		In addition, if the Option agreement so provides 
at grant or is amended (with the Participant's 
consent) after grant and prior to exercise to so 
provide, the Committee may require that all or 
part of the shares to be issued with respect to 
the spread value of an exercised Option take the 
form of Performance Shares or Restricted Stock, 
which shall be valued on the date of exercise on 
the basis of the Fair Market Value of such 
Performance Shares or Restricted Stock determined 
without regard to the deferral limitations and/or 
forfeiture restrictions involved.


ARTICLE VII
Stock Appreciation Rights

	7.1	Tandem Stock Appreciation Rights.  Stock 
Appreciation Rights may be granted in conjunction with all 
or part of any Stock Option (a "Reference Stock Option") 
granted under this Plan ("Tandem Stock Appreciation 
Rights").  In the case of a Non-Qualified Stock Option, such 
rights may be granted either at or after the time of the 
grant of such Reference Stock Option.  In the case of an 
Incentive Stock Option, such rights may be granted only at 
the time of the grant of such Reference Stock Option.

	7.2	Terms and Conditions of Tandem Stock Appreciation 
Rights.  Tandem Stock Appreciation Rights shall be subject 
to such terms and conditions, not inconsistent with the 
provisions of this Plan, as shall be determined from time to 
time by the Committee, including the following:

	(a)	Term.  A Tandem Stock Appreciation Right or 
applicable portion thereof granted with respect to 
a Reference Stock Option shall terminate and no 
longer be exercisable upon the termination or 
exercise of the Reference Stock Option, except 
that, unless otherwise determined by the 
Committee, in its sole discretion, at the time of 
grant, a Tandem Stock Appreciation Right granted 
with respect to less than the full number of 
shares covered by the Reference Stock Option shall 
not be reduced until and then only to the extent 
the exercise or termination of the Reference Stock 
Option causes the number of shares covered by the 
Tandem Stock Appreciation Right to exceed the 
number of shares remaining available and 
unexercised under the Reference Stock Option.

	(b)	Exercisability.  Tandem Stock Appreciation Rights 
shall be exercisable only at such time or times 
and to the extent that the Reference Stock Options 
to which they relate shall be exercisable in 
accordance with the provisions of Article 6 and 
this Article 7; provided, however, that any Tandem 
Stock Appreciation Right granted subsequent to the 
grant of the Reference Stock Option shall not be 
exercisable during the first six months of its 
term, except that this special limitation shall 
not apply in the event of death or Disability of 
the Participant prior to the expiration of the 
six-month period.

	(c)	Method of Exercise.  A Tandem Stock Appreciation 
Right may be exercised by an optionee by 
surrendering the applicable portion of the Refer-
ence Stock Option.  Upon such exercise and 
surrender, the Participant shall be entitled to 
receive an amount determined in the manner 
prescribed in this Section 7.2.  Stock Options 
which have been so surrendered, in whole or in 
part, shall no longer be exercisable to the extent 
the related Tandem Stock Appreciation Rights have 
been exercised.

	(d)	Payment.  Upon the exercise of a Tandem Stock 
Appreciation Right a Participant shall be entitled 
to receive up to, but no more than, an amount in 
cash and/or shares of Common Stock equal in value 
to the excess of the Fair Market Value of one 
share of Common Stock over the option price per 
share specified in the Reference Stock Option 
multiplied by the number of shares in respect of 
which the Tandem Stock Appreciation Right shall 
have been exercised, with the Committee having the 
right to determine the form of payment.

	(e)	Non-Transferability.  Tandem Stock Appreciation 
Rights shall be Transferable only when and to the 
extent that the underlying Stock Option would be 
Transferable under Subsection 6.4(e) of the Plan.

	(f)	Deemed Exercise of Reference Stock Option.  Upon 
the exercise of a Tandem Stock Appreciation Right, 
the Reference Stock Option or part thereof to 
which such Stock Appreciation Right is related 
shall be deemed to have been exercised for the 
purpose of the limitation set forth in Article 4 
of the Plan on the number of shares of Common 
Stock to be issued under the Plan.

	7.3	Non-Tandem Stock Appreciation Rights.  Non-Tandem 
Stock Appreciation Rights may also be granted without 
reference to any Stock Options granted under this Plan; 
provided, however, that no Participant shall be granted 
Stock Options or Non-Tandem Stock Appreciation Rights, or 
both, with respect to a total of more than 500,000 shares of 
Common Stock during any fiscal year of the Company..

	7.4	Terms and Conditions of Non-Tandem Stock 
Appreciation Rights.  Non-Tandem Stock Appreciation Rights 
shall be subject to such terms and conditions, not 
inconsistent with the provisions of this Plan, as shall be 
determined from time to time by the Committee, including the 
following:

	(a)	Term.  The term of each Non-Tandem Stock 
Appreciation Right shall be fixed by the 
Committee, but shall not be greater than ten years 
and one day after the date the Right is granted.

	(b)	Exercisability.  Non-Tandem Stock Appreciation 
Rights shall be exercisable at such time or times 
and subject to such terms and conditions as shall 
be determined by the Committee at grant; provided, 
however, that any Right shall not be exercisable 
during the first six months of its term, except 
that this special limitation shall not apply in 
the event of death or Disability of the 
Participant prior to expiration of this six-month 
period.  If the Committee provides, in its 
discretion, that any such Right is exercisable 
only in installments, the Committee may waive such 
installment exercise provisions at any time at or 
after grant in whole or in part, based on such 
factors, if any, as the Committee shall determine, 
in its sole discretion.

	(c)	Method of Exercise.  Subject to whatever 
installment exercise and waiting period provisions 
apply under subsection (b) above, Non-Tandem Stock 
Appreciation Rights may be exercised in whole or 
in part at any time during the option term, by 
giving written notice of exercise to the Company 
specifying the number of Rights to be exercised.

	(d)	Payment.  Upon the exercise of a Non-Tandem Stock 
Appreciation Right a Participant shall be entitled 
to receive, for each Right exercised, up to, but 
no more than, an amount in cash and/or shares of 
Common Stock equal in value to the excess of the 
Fair Market Value of one share of Common Stock on 
the date the Right is exercised over the Fair 
Market Value of one share of Common Stock on the 
date the Right was awarded to the Participant, 
with the Committee having the right to determine 
the form of payment.

	(e)	Non-Transferability.  No Non-Tandem Stock 
Appreciation Right shall be Transferable by the 
Participant otherwise than by will or by the laws 
of descent and distribution, and all such Rights 
shall be exercisable, during the Participant's 
lifetime, only by the Participant.

	(f)	Termination by Death.  If a Participant's 
employment by the Company or a Designated 
Subsidiary terminates by reason of death, any Non-
Tandem Stock Appreciation Right held by such 
Participant, unless otherwise determined by the 
Committee at grant, shall be fully vested and may 
thereafter be exercised by the legal 
representative of the estate, for a period of one 
year (or such other period as the Committee may 
specify at grant) from the date of such death or 
until the expiration of the stated term of such 
Right, whichever period is the shorter.

	(g)	Termination by Reason of Disability or Retirement.  
If a Participant's employment by the Company or a 
Designated Subsidiary terminates by reason of 
Disability or Retirement, any Non-Tandem Stock 
Appreciation Right held by such Participant, 
unless otherwise determined by the Committee at 
grant, shall be fully vested and may thereafter be 
exercised by the Participant for a period of three 
years (or such other period as the Committee may 
specify at grant) from the date of such 
termination of employment or until the expiration 
of the stated term of such Right, whichever period 
is the shorter; provided, however, that, if the 
Participant dies within such three-year period (or 
such other period as the Committee shall specify 
at grant), any unexercised Non-Tandem Stock 
Appreciation Right held by such Participant shall 
thereafter be exercisable to the extent to which 
it was exercisable at the time of death for a 
period of twelve months from the date of such 
death or until the expiration of the stated term 
of such Right, whichever period is the shorter.

	(h)	Other Termination.  Unless otherwise determined by 
the Committee at or after grant, if a 
Participant's employment by the Company or a 
Designated Subsidiary terminates for any reason 
other than death, Disability or Retirement, the 
Non-Tandem Stock Appreciation Right shall 
thereupon terminate, except that such Right may be 
exercised, to the extent it was exercisable 
immediately preceding such termination, for the 
lesser of three months or the balance of the 
stated term of such Right if the Participant is 
involuntarily terminated by the Company or the 
Designated Subsidiary without cause.

	7.5	Cash Settlements of Tandem and Non-Tandem Stock 
Appreciation Rights.  A Participant required to file reports 
under Section 16(a) of the Securities Exchange Act of 1934 
with respect to securities of the Company may receive cash 
in complete or partial settlement of a Tandem or Non-Tandem 
Stock Appreciation Right only if any election by such 
Participant to receive cash in full or partial settlement of 
the Stock Appreciation Right, as well as any exercise by him 
of his Stock Appreciation Right for such cash, is made (i) 
during the period beginning on the third business day 
following the date of release for publication of the 
quarterly or annual summary statements of sales and earnings 
of the Company and ending on the twelfth business day 
following such date, or (ii) during any other period in 
which such election or exercise may be made under the 
provisions of Rule 16b-3 promulgated pursuant to the Act.



ARTICLE VIII
Restricted Stock

	8.1	Awards of Restricted Stock.  Shares of Restricted 
Stock may be issued either alone or in addition to other 
Awards granted under the Plan.  The Committee shall 
determine the eligible persons to whom, and the time or 
times at which, grants of Restricted Stock will be made, the 
number of shares to be awarded, the price (if any) to be 
paid by the recipient (subject to Section 8.2), the time or 
times within which such Awards may be subject to forfeiture, 
the vesting schedule and rights to acceleration thereof, and 
all other terms and conditions of the Awards.

	The Committee may condition the grant of Restricted 
Stock upon the attainment of specified performance goals or 
such other factors as the Committee may determine, in its 
sole discretion.

	8.2	Awards and Certificates.  The prospective 
Participant selected to receive a Restricted Stock Award 
shall not have any rights with respect to such Award, unless 
and until such Participant has delivered a fully executed 
copy of the agreement evidencing the Award to the Company 
and has otherwise complied with the applicable terms and 
conditions of such Award.  Further, such Award shall be 
subject to the following conditions:

	(a)	Purchase Price.  Subject to Section 4.3, the 
purchase price for shares of Restricted Stock may 
be less than their par value and may be zero.

	(b)	Acceptance.  Awards of Restricted Stock must be 
accepted within a period of 60 days (or such 
shorter period as the Committee may specify at 
grant) after the Award date, by executing a 
Restricted Stock Award agreement and by paying 
whatever price (if any) the Committee has 
designated thereunder.

	(c)	Legend.  Each Participant receiving a Restricted 
Stock Award shall be issued a stock certificate in 
respect of such shares of Restricted Stock.  Such 
certificate shall be registered in the name of 
such Participant, and shall bear an appropriate 
legend referring to the terms, conditions, and 
restrictions applicable to such Award, 
substantially in the following form:

		"The anticipation, alienation, attachment, sale, 
transfer, assignment, pledge, encumbrance or 
charge of the shares of stock represented hereby 
are subject to the terms and conditions (including 
forfeiture) of The Reader's Digest Association, 
Inc. (the "Company") 1994 Key Employee Long Term 
Incentive Plan and an Agreement entered into 
between the registered owner and the Company dated.
Copies of such Plan and Agreement are on file at the 
principal office of the Company."

	(d)	Custody.  The Committee shall require that the 
stock certificates evidencing such shares be held 
in custody by the Company until the restrictions 
thereon shall have lapsed, and that, as a 
condition of any Restricted Stock Award, the 
Participant shall have delivered a duly signed 
stock power, endorsed in blank, relating to the 
Common Stock covered by such Award.

	8.3	Restrictions and Conditions.  The shares of 
Restricted Stock awarded pursuant to this Plan shall be 
subject to the following restrictions and conditions:

	(a)	Restriction Period.  Subject to the provisions of 
this Plan and the Award agreement, during a period 
set by the Committee commencing with the date of 
such Award (the "Restriction Period"), the 
Participant shall not be permitted to Transfer 
shares of Restricted Stock awarded under this 
Plan.  Within these limits, the Committee, in its 
sole discretion, may provide for the lapse of such 
restrictions in installments and may accelerate or 
waive such restrictions in whole or in part, based 
on service, performance and/or such other factors 
or criteria as the Committee may determine in its 
sole discretion.

	(b)	Rights as Shareholder.  Except as provided in this 
subsection (b) and subsection (a) above, the 
Participant shall have, with respect to the shares 
of Restricted Stock, all of the rights of a holder 
of shares of Common Stock of the Company including 
the right to receive any dividends.  The Commit-
tee, in its sole discretion, as determined at the 
time of Award, may permit or require the payment 
of dividends to be deferred.

	(c)	Termination of Employment.  Subject to the 
applicable provisions of the Award agreement and 
this Plan, upon termination of a Participant's 
employment with the Company or a Designated 
Subsidiary for any reason during the Restriction 
Period, all Restricted Shares still subject to 
restriction will vest or be forfeited in 
accordance with the terms and conditions 
established by the Committee at grant.

	(d)	Hardship.  In the event of hardship or other 
special circumstances of a Participant whose 
employment with the Company or a Designated 
Subsidiary is involuntarily terminated (other than 
for cause), the Committee may, in its sole 
discretion, waive in whole or in part any or all 
remaining restrictions with respect to such 
Participant's shares of Restricted Stock, based on 
such factors as the Committee may deem 
appropriate.

	(e)	Lapse of Restrictions.  If and when the 
Restriction Period expires without a prior 
forfeiture of the Restricted Stock subject to such 
Restriction Period, the certificates for such 
shares shall be delivered to the Participant.  All 
legends shall be removed from said certificates at 
the time of delivery to the Participant.


ARTICLE IX
Performance Shares

	9.1	Award of Performance Shares.  Performance Shares 
may be awarded either alone or in addition to other Awards 
granted under this Plan.  The Committee shall determine the 
eligible persons to whom and the time or times at which 
Performance Shares shall be awarded, the number of 
Performance Shares to be awarded to any person, the duration 
of the period (the "Performance Period") during which, and 
the conditions under which, receipt of the Shares will be 
deferred, and the other terms and conditions of the Award in 
addition to those set forth in Section 9.2.

		The Committee may condition the grant of 
Performance Shares upon the attainment of specified 
performance goals or such other factors or criteria as the 
Committee shall determine, in its sole discretion.

	9.2	Terms and Conditions.  Performance Shares awarded 
pursuant to this Article 9 shall be subject to the following 
terms and conditions:

	(a)	Non-Transferability.  Subject to the applicable 
provisions of the Award agreement and this Plan, 
Performance Share Awards may not be Transferred 
during the Performance Period.

	(b)	Dividends.  Unless otherwise determined by the 
Committee at the time of Award, amounts equal to 
any dividends declared during the Performance 
Period with respect to the number of shares of 
Common Stock covered by a Performance Share Award 
will not be paid to the Participant.

	(c)	Payment.  Subject to the provisions of the Award 
agreement and this Plan, at the expiration of the 
Performance Period, share certificates and/or cash 
of an equivalent value (as the Committee may 
determine in its sole discretion) shall be 
delivered to the Participant, or his legal 
representative, in a number equal to the vested 
shares covered by the Performance Share Award.

	(d)	Termination of Employment.  Subject to the 
applicable provisions of the Award agreement and 
this Plan, upon termination of a Participant's 
employment with the Company or a Designated 
Subsidiary for any reason during the Performance 
Period for a given Award, the Performance Shares 
in question will vest or be forfeited in 
accordance with the terms and conditions 
established by the Committee at grant.

	(e)	Accelerated Vesting.  Based on service, 
performance and/or such other factors or criteria, 
if any, as the Committee may determine, the 
Committee may, at or after grant, accelerate the 
vesting of all or any part of any Performance 
Share Award and/or waive the deferral limitations 
for all or any part of such Award.

	(f)	Hardship.  In the event of hardship or other 
special circumstances of a Participant whose 
employment with the Company or a Designated 
Subsidiary is involuntarily terminated (other than 
for cause), the Committee may, in its sole 
discretion, based on such factors as the Committee 
may deem appropriate, waive in whole or in part 
any or all of the remaining deferral limitations 
imposed hereunder with respect to any or all of 
the Participant's Performance Shares.


ARTICLE X
Performance Units

	10.1	Award of Performance Units.  Performance Units may 
be awarded either alone or in addition to other Awards 
granted under this Plan.  The Committee shall determine the 
eligible persons to whom and the time or times at which 
Performance Units shall be awarded, the number of 
Performance Units to be awarded to any person, the duration 
of the period (the "Performance Cycle") during which, and 
the conditions under which, a Participant's right to 
Performance Units will be vested, the ability of 
Participants to defer the receipt of payment of such Units, 
and the other terms and conditions of the Award in addition 
to those set forth in Section 10.2.

	A Performance Unit shall have a fixed dollar value.

	The Committee may condition the vesting of Performance 
Units upon the attainment of specified performance goals or 
such other factors or criteria as the Committee shall 
determine, in its sole discretion.

	10.2	Terms and Conditions.  The Performance Units 
awarded pursuant to this Article 10 shall be subject to the 
following terms and conditions:

	(a)	Non-Transferability.  Subject to the applicable 
provisions of the Award agreement and this Plan, 
Performance Unit Awards may not be Transferred.

	(b)	Vesting.  At the expiration of the Performance 
Cycle, the Committee shall determine the extent to 
which the performance goals have been achieved, 
and the percentage of the Performance Units of 
each Participant that have vested.

	(c)	Payment.  Subject to the applicable provisions of 
the Award agreement and this Plan, at the 
expiration of the Performance Cycle, cash and/or 
share certificates of an equivalent value (as the 
Committee may determine in its sole discretion) 
shall be delivered to the Participant, or his 
legal representative, in payment of the vested 
Performance Units covered by the Performance Unit 
Award.

	(d)	Termination of Employment.  Subject to the 
applicable provisions of the Award agreement and 
this Plan, upon termination of a Participant's 
employment with the Company or a Designated 
Subsidiary for any reason during the Performance 
Cycle for a given Award, the Performance Units in 
question will vest or be forfeited in accordance 
with the terms and conditions established by the 
Committee at grant.

	(e)	Accelerated Vesting.  Based on service, 
performance and/or such other factors or criteria, 
if any, as the Committee may determine, the 
Committee may, at or after grant, accelerate the 
vesting of all or any part of any Performance Unit 
Award and/or waive the deferral limitations for 
all or any part of such Award.

	(f)	Hardship.  In the event of hardship or other 
special circumstances of a Participant whose 
employment with the Company or a Designated 
Subsidiary is involuntarily terminated (other than 
for cause), the Committee may, in its sole 
discretion, based on such factors as the Committee 
may deem appropriate, waive in whole or in part 
any or all of the remaining deferral limitations 
imposed hereunder with respect to any or all of 
the Participant's Performance Units.


ARTICLE XI
Other Stock-Based Awards

	11.1	Other Awards.  Other Awards of Common Stock and 
other Awards that are valued in whole or in part by 
reference to, or are payable in or otherwise based on, 
Common Stock ("Other Stock-Based Awards"), including, 
without limitation, Awards valued by reference to subsidiary 
performance, may be granted either alone or in addition to 
or in tandem with Stock Options, Stock Appreciation Rights, 
Restricted Stock, Performance Shares or Performance Units.

		Subject to the provisions of this Plan, the 
Committee shall have authority to determine the persons to 
whom and the time or times at which such Awards shall be 
made, the number of shares of Common Stock to be awarded 
pursuant to such Awards, and all other conditions of the 
Awards.  The Committee may also provide for the grant of 
Common Stock under such Awards upon the completion of a 
specified performance period.

	11.2	Terms and Conditions.  Other Stock-Based Awards 
made pursuant to this Article 11 shall be subject to the 
following terms and conditions:

	(a)	Non-Transferability.  Subject to the applicable 
provisions of the Award agreement and this Plan, 
shares of Common Stock subject to Awards made 
under this Article 11 may not be Transferred prior 
to the date on which the shares are issued, or, if 
later, the date on which any applicable 
restriction, performance or deferral period 
lapses.

	(b)	Dividends.  Unless otherwise determined by the 
Committee at the time of Award, subject to the 
provisions of the Award agreement and this Plan, 
the recipient of an Award under this Article 11 
shall be entitled to receive, currently or on a 
deferred basis, dividends or dividend equivalents 
with respect to the number of shares of Common 
Stock covered by the Award, as determined at the 
time of the Award by the Committee, in its sole 
discretion.

	(c)	Vesting.  Any Award under this Article 11 and any 
Common Stock covered by any such Award shall vest 
or be forfeited to the extent so provided in the 
Award agreement, as determined by the Committee, 
in its sole discretion.

	(d)	Waiver of Limitation.  In the event of the 
Participant's Retirement, Disability or death, or 
in cases of special circumstances, the Committee 
may, in it sole discretion, waive in whole or in 
part any or all of the limitations imposed 
hereunder (if any) with respect to any or all of 
an Award under this Article 11.

	(e)	Price.  Common Stock issued on a bonus basis under 
this Article 11 may be issued for no cash 
consideration; Common Stock purchased pursuant to 
a purchase right awarded under this Article 11 
shall be priced as determined by the Committee.


ARTICLE XII
Change in Control Provisions

	12.1	Benefits.  In the event of a Change in Control of 
the Company (as defined below), and except as otherwise 
provided by the committee upon the grant of an Award, the 
Participant shall be entitled to the following benefits:

	(a)	All outstanding Stock Options and Non-Tandem Stock 
Appreciation Rights of such Participant granted 
prior to the Change in Control shall be fully 
vested and immediately exercisable in their 
entirety.  In its sole discretion, the Committee 
may provide for the purchase of any such Stock 
Options by the Company or Designated Subsidiary 
for an amount of cash equal to the excess of the 
Change in Control price (as defined below) of the 
shares of Common Stock covered by such Stock 
Options, over the aggregate exercise price of such 
Stock Options.  For purposes of this Section 12.1, 
Change in Control price shall mean the higher of 
(i) the highest price per share of Common Stock 
paid in any transaction related to a Change in 
Control of the Company, or (ii) the highest Fair 
Market Value per share of Common Stock at any time 
during the 60-day period preceding a Change in 
Control.

	(b)	All Performance Share Awards and Performance Unit 
Awards of such Participant granted prior to the 
Change in Control shall vest, at a minimum, as if 
the applicable Performance Period or Performance 
Cycle had ended upon such Change in Control and 
the determination of the extent to which any 
specified performance goals or targets had been 
achieved had been made at such time.

	(c)	The restrictions to which any shares of Restricted 
Stock of such Participant granted prior to the 
Change in Control are subject shall lapse as if 
the applicable Restriction Period had ended upon 
such Change in Control.

	Any determination by the Committee made pursuant to 
paragraph (a) of this Section 12.1 may be made as to all 
outstanding Awards or only as to certain outstanding Awards 
specified by the Committee and any such determination may be 
made prior to or after a Change in Control.

	12.2	Change in Control.  A "Change in Control" shall be 
deemed to occur if (1) there shall be consummated any 
consolidation or merger of the Company with or into any 
other corporation, any corporate reorganization involving 
the Company, any sale, lease, exchange or other transfer (in 
one transaction or a series of related transactions) of all, 
or substantially all, of the assets of the Company, or any 
sale or other disposition of shares of capital stock of the 
Company, and (2) as a result of such consolidation, merger, 
reorganization, sale, lease, exchange or other disposition, 
(A) any person or group (as such terms are used in Sections 
13(d)(3) and 14(d)(2) of the Securities Exchange Act of 
1934, as amended (the "Exchange Act")), shall have become 
the beneficial owner (within the meaning of Rule 13d-3 under 
the Exchange Act) of a majority of the Company's outstanding 
voting stock, or (B) any person other than the Company shall 
be the beneficial owner of the assets of the Company as 
described above; provided, however, that the non-employee 
members of the Board immediately prior to such transaction 
may determine that a Change in Control for purposes of the 
Plan has not occurred where control is to be acquired by:  
(i) an employee stock ownership plan of the Company; (ii) a 
group of persons who immediately prior to the transaction 
were officers and senior employees of the Company; (iii) an 
entity organized directly or indirectly by persons who 
immediately prior to the transaction were officers and 
senior employees of the Company and who upon consummation of 
the transaction will be officers and employees of the 
Company and of the acquiring entity, will have 
representation on the Board of Directors of the acquiring 
entity and will own at least 10% of the voting shares of the 
acquiring entity; (iv) an entity or entities that acquire 
shares of the Company in a corporate reorganization or 
restructuring that involves no substantial change in the 
effective beneficial ownership or control of the Company; 
(v) any one or more non-profit organizations designated by 
the Board of Directors pursuant to this Section 12.2(v) at 
least 12 months prior to the Change in Control; (vi) a 
person or persons who at the time of or prior to the 
transaction announce their intention to make no substantial 
change in the composition of the Board; provided, however, 
that if during the 24 months after a transaction referred to 
in this clause (vi) of Section 12.2, individuals who at the 
beginning of such period constituted the entire Board shall 
cease for any reason to constitute a majority thereof unless 
the election of each new director who was not a director at 
the beginning of such period was approved by a vote of at 
least two-thirds of the directors then still in office who 
were directors at the beginning of the period, a Change in 
Control shall be deemed to have occurred as of the date the 
composition of the Board is so changed.

	12.3	Limitation.  In the event that any benefits to a 
Participant under this Plan, either alone or together with 
any other payments or benefits otherwise owed to the Par-
ticipant by the Company or a Designated Subsidiary on or 
after a Change in Control would, in the Company's good faith 
opinion, be deemed under Section 280G of the Code, or any 
successor provision, to be parachute payments, the benefits 
under this Plan shall be reduced to the extent necessary in 
the Company's good faith opinion so that no portion of the 
benefits provided herein shall be considered excess 
parachute payments under Section 280G of the Code or any 
successor provision.  The Company's good faith opinion shall 
be conclusive and binding upon the Participants.


ARTICLE XIII
Termination or Amendment of the Plan

	13.1	Termination or Amendment.  Notwithstanding any 
other provision of this Plan, the Board may at any time, and 
from time to time, amend, in whole or in part, any or all of 
the provisions of the Plan (including any amendment deemed 
necessary to ensure that the Company may comply with any 
regulatory requirement referred to in Article 15), or 
suspend or terminate it entirely, retroactively or 
otherwise; provided, however, that, unless otherwise 
required by law, the rights of a Participant with respect to 
Options or other Awards granted prior to such amendment, 
suspension or termination, may not be impaired without the 
consent of such Participant and, provided further, without 
the approval of the holders of the Company's stock entitled 
to vote, no amendment may be made which would (i) increase 
the aggregate number of shares of Common Stock that may be 
issued under this Plan (except by operation of Section 4.2); 
(ii) change the definition of employees eligible to receive 
Stock Awards under this Plan; (iii) decrease the option 
price of any Stock Option to less than 100% of the Fair 
Market Value on the date of grant for a Stock Option 
intended to be an Incentive Stock Option or to less than 85% 
of the Fair Market Value on the date of grant for a Stock 
Option intended to be a Non-Qualified Stock Option; or (iv) 
extend the maximum option period under Section 6.4 of the 
Plan.

		The Committee may amend the terms of any Stock 
Option or other Award theretofore granted, prospectively or 
retroactively, but, subject to Article 4 above, no such 
amendment or other action by the Committee shall impair the 
rights of any holder without the holder's consent.  The 
Committee may also substitute new Stock Options for previ-
ously granted Stock Options having higher option exercise 
prices than the new Stock Options being substituted 
therefor.


ARTICLE XIV
Unfunded Plan

	14.1	Unfunded Status of Plan.  This Plan is intended to 
constitute an "unfunded" plan for incentive and deferred 
compensation.  With respect to any payments as to which a 
Participant has a fixed and vested interest but which are 
not yet made to a Participant by the Company, nothing 
contained herein shall give any such Participant any rights 
that are greater than those of a general creditor of the 
Company.


ARTICLE XV
General Provisions

	15.1	Legend.  The Committee may require each person 
purchasing shares pursuant to a Stock Option or other Award 
under the Plan to represent to and agree with the Company in 
writing that the Participant is acquiring the shares without 
a view to distribution thereof.  In addition to any legend 
required by this Plan, the certificates for such shares may 
include any legend which the Committee deems appropriate to 
reflect any restrictions on Transfer.

		All certificates for shares of Common Stock 
delivered under the Plan shall be subject to such stock 
transfer orders and other restrictions as the Committee may 
deem advisable under the rules, regulations and other 
requirements of the Securities and Exchange Commission, any 
stock exchange upon which the Stock is then listed or any 
national securities exchange system upon whose system the 
Stock is then quoted, any applicable Federal or state 
securities law, and any applicable corporate law, and the 
Committee may cause a legend or legends to be put on any 
such certificates to make appropriate reference to such 
restrictions.

	15.2	Other Plans.  Nothing contained in this Plan shall 
prevent the Board from adopting other or additional 
compensation arrangements, subject to shareholder approval 
if such approval is required; and such arrangements may be 
either generally applicable or applicable only in specific 
cases.

	15.3	No Right to Employment.  Neither this Plan nor the 
grant of any Option or other Award hereunder shall give any 
Participant or other employee any right with respect to 
continuance of employment by the Company or any subsidiary, 
nor shall they be a limitation in any way on the right of 
the Company or any subsidiary by which an employee is 
employed to terminate his employment at any time.

	15.4	Withholding of Taxes.  The Company shall have the 
right to deduct from any payment to be made pursuant to this 
Plan, or to otherwise require, prior to the issuance or 
delivery of any shares of Common Stock or the payment of any 
cash hereunder, payment by the Participant of, any Federal, 
state or local taxes required by law to be withheld.

		The Committee may permit any such withholding 
obligation to be satisfied by reducing the number of shares 
of Common Stock otherwise deliverable.  A person required to 
file reports under Section 16(a) of the Securities Exchange 
Act of 1934 with respect to securities of the Company may 
elect to have a sufficient number of shares of Common Stock 
withheld to fulfill such tax obligations (hereinafter a 
"Withholding Election") only if the election complies with 
such conditions as are necessary to prevent the withholding 
of such shares from being subject to Section 16(b) of the 
Securities Exchange Act of 1934.  To the extent necessary 
under then current law, such conditions shall include the 
following:  (x) the Withholding Election shall be subject to 
the disapproval of the Committee and (y) the Withholding 
Election is made (i) during the period beginning on the 
third business day following the date of release for 
publication of the quarterly or annual summary statements of 
sales and earnings of the Company and ending on the twelfth 
business day following such date, (ii) six months before the 
Stock Award becomes taxable, or (iii) during any other 
period in which a Withholding Election may be made under the 
provisions of Rule 16b-3 promulgated pursuant to the Act.  
Any fraction of a share of Common Stock required to satisfy 
such tax obligations shall be disregarded and the amount due 
shall be paid instead in cash by the Participant.

	15.5	No Assignment of Benefits.  No Option, Award or 
other benefit payable under this Plan shall, except as 
otherwise specifically provided by law, be Transferable in 
any manner, and any attempt to Transfer any such benefit 
shall be void, and any such benefit shall not in any manner 
be liable for or subject to the debts, contracts, 
liabilities, engagements or torts of any person who shall be 
entitled to such benefit, nor shall it be subject to 
attachment or legal process for or against such person.

	15.6	Listing and Other Conditions.

	(a)	As long as the Common Stock is listed on a 
national securities exchange or system sponsored 
by a national securities association, the issue of 
any shares of Common Stock pursuant to an Option 
or other Award shall be conditioned upon such 
shares being listed on such exchange or system.  
The Company shall have no obligation to issue such 
shares unless and until such shares are so listed, 
and the right to exercise any Option or other 
Award with respect to such shares shall be 
suspended until such listing has been effected.

	(b)	If at any time counsel to the Company shall be of 
the opinion that any sale or delivery of shares of 
Common Stock pursuant to an Option or other Award 
is or may in the circumstances be unlawful or 
result in the imposition of excise taxes under the 
statutes, rules or regulations of any applicable 
jurisdiction, the Company shall have no obligation 
to make such sale or delivery, or to make any 
application or to effect or to maintain any 
qualification or registration under the Securities 
Act of 1933, as amended, or otherwise with respect 
to shares of Common Stock or Awards, and the right 
to exercise any Option or other Award shall be 
suspended until, in the opinion of said counsel, 
such sale or delivery shall be lawful or will not 
result in the imposition of excise taxes.

	(c)	Upon termination of any period of suspension under 
this Section 15.6, any Award affected by such 
suspension which shall not then have expired or 
terminated shall be reinstated as to all shares 
available before such suspension and as to shares 
which would otherwise have become available during 
the period of such suspension, but no such 
suspension shall extend the term of any Option.

	15.7	Governing Law.  This Plan and actions taken in 
connection herewith shall be governed and construed in 
accordance with the laws of the State of New York 
(regardless of the law that might otherwise govern under 
applicable New York principles of conflict of laws).

	15.8	Construction.  Wherever any words are used in this 
Plan in the masculine gender they shall be construed as 
though they were also used in the feminine gender in all 
cases where they would so apply, and wherever any words are 
used herein in the singular form they shall be construed as 
though they were also used in the plural form in all cases 
where they would so apply.

	15.9	Liability.  No member of the Board, no employee of 
the Company and no member of the Committee (nor the 
Committee itself) shall be liable for any act or action 
hereunder, whether of omission or commission, by any other 
member or employee or by any agent to whom duties in 
connection with the administration of the Plan have been 
delegated or, except in circumstances involving his bad 
faith, gross negligence or fraud, for anything done or 
omitted to be done by himself.

	15.10	Other Benefits.  No Award payment under this 
Plan shall be deemed compensation for purposes of computing 
benefits under any retirement plan of the Company or its 
subsidiaries nor affect any benefits under any other benefit 
plan now or subsequently in effect under which the 
availability or amount of benefits is related to the level 
of compensation.

	15.11	Costs.  The Company shall bear all expenses 
incurred in administering this Plan, including expenses of 
issuing Common Stock pursuant to any Awards hereunder.

	15.12	No Right to Same Benefits.  The provisions of 
Awards need not be the same with respect to each 
Participant, and such Awards to individual Participants need 
not be the same in subsequent years.




ARTICLE XVI
Effective Date of Plan

	The Plan shall become effective upon the date specified 
by the Board in its resolution adopting the Plan, subject to 
the approval of the Plan by the holders of a majority of the 
capital stock of the Company entitled to vote thereon within 
one year after the Plan is adopted.  Any grants of Awards 
hereunder prior to such approval shall be effective when 
made (unless otherwise specified by the Committee at the 
time of grant), but shall be conditioned on, and subject to, 
such approval of the Plan by shareholders.


ARTICLE XVII
Term of Plan

	No Stock Option, Stock Appreciation Right, Restricted 
Stock, Performance Shares, Performance Unit or Other Stock-
Based Award shall be granted pursuant to the Plan on or 
after the tenth anniversary of the earlier of the date the 
Plan is adopted or the date of shareholder approval but 
Awards granted prior to such tenth anniversary may extend 
beyond that date.


ARTICLE XVIII
Name of Plan

	This Plan shall be known as "The Reader's Digest 
Association, Inc. 1994 Key Employee Long Term Incentive 
Plan."









KELTIP94.DOC  2/11/94







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