READERS DIGEST ASSOCIATION INC
10-Q, 1995-11-13
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 September 30, 1995
                                 
                                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.
        incorporation or organization)         Employer
                                            Identification
                                                 No.)
                                                   
            Pleasantville, New York           10570-7000
        (Address of principal executive       (Zip Code)
                   offices)
                       

                          (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 October 31, 1995, the following shares of the registrant's
common stock were outstanding:

Class A Nonvoting Common Stock, $0.01 par value:   86,098,181 shares
Class B Voting Common Stock, $0.01 par value:      21,716,057 shares



                                                 Page 1 of 13 pages.
                                                                    
                                   
                 THE READER'S DIGEST ASSOCIATION, INC.
                                   
                          Index to Form 10-Q
                                   
                          September 30, 1995


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 periods ended September 30, 1995 and 1994        3

 Consolidated Condensed Balance Sheets
  as of September 30, 1995 and June 30, 1995                           4

 Consolidated Condensed Statements of Cash Flows
  for the three-month periods ended September 30, 1995 and 1994        5

 Notes to Consolidated Condensed Financial Statements                  6

Management's Discussion and Analysis
 of Financial Condition and Results of Operations                      7


Part II - Other Information                                           10

                                   
        THE READER'S DIGEST ASSOCIATION, INC. AND SUBSIDIARIES
              CONSOLIDATED CONDENSED STATEMENTS OF INCOME
         Three-Month periods ended September 30, 1995 and 1994
                 (In millions, except per share data)
                              (unaudited)


<TABLE>
<CAPTION>

                                                                 Three-Month period ended
                                                                       September 30,
                                                                   1995              1994
<S>                                                          <C>                 <C>     
Revenues                                                     $ 730.5             $ 710.8

Product, distribution and editorial expense                    250.9               229.9
Promotion, marketing and administrative expense                397.8               379.3
                                                                                
Operating profit                                                81.8               101.6

Other income, net                                                3.1                 6.2

Income before provision for income taxes                        84.9               107.8
                                                            
Provision for income taxes                                      31.0                40.5

Net income                                                   $  53.9             $  67.3

Earnings per share                                           $  0.50             $  0.59

Average common shares outstanding                              108.0               113.5

</TABLE>


See accompanying notes to consolidated condensed financial statements.
                                   
        THE READER'S DIGEST ASSOCIATION, INC. AND SUBSIDIARIES
                 CONSOLIDATED CONDENSED BALANCE SHEETS
              As of September 30, 1995 and June 30, 1995
                             (In millions)
                              (unaudited)


<TABLE>
<CAPTION>

                                                             September 30,              June 30,
                                                                 1995                    1995
<S>                                                          <C>                      <C>                
Assets                                                                                
Cash and cash equivalents                                    $ 184.8                  $  214.6
Short-term investments                                          83.8                      93.0
Receivables, net                                               546.4                     396.4
Inventories                                                    221.6                     188.6
Prepaid expenses and other current assets                      233.1                     218.5

Total current assets                                         1,269.7                   1,111.1

Marketable securities                                          130.0                     224.5
Property, plant and equipment, net                             256.2                     256.6
Other noncurrent assets                                        374.4                     366.5

Total assets                                                $2,030.3                 $ 1,958.7

Liabilities and stockholders' equity                                                  
Accounts payable                                             $ 227.5                  $  224.8
Accrued expenses                                               340.0                     340.2
Income taxes payable                                           106.8                      97.5
Unearned revenue                                               456.6                     391.7
Other current liabilities                                       21.6                      17.9

Total current liabilities                                    1,152.5                   1,072.1

Other noncurrent liabilities                                   242.0                     245.8

Total liabilities                                            1,394.5                   1,317.9

Capital stock                                                   27.8                      29.5
Paid-in capital                                                129.6                     118.3
Retained earnings                                            1,103.8                   1,093.5
Net unrealized gains on certain investments                      5.1                       5.1
Foreign currency translation adjustment                         (1.6)                     (0.3)
Treasury stock, at cost                                       (628.9)                   (605.3)

Total stockholders' equity                                     635.8                     640.8

Total liabilities and stockholders' equity                  $2,030.3                 $ 1,958.7

</TABLE>

See accompanying notes to consolidated condensed financial statements.

                                   
        THE READER'S DIGEST ASSOCIATION, INC. AND SUBSIDIARIES
            CONSOLIDATED CONDENSED STATEMENTS OF CASH FLOWS
         Three-Month periods ended September 30, 1995 and 1994
                             (In millions)
                              (unaudited)



<TABLE>
<CAPTION>
                                                                    Three-Month period ended
                                                                      September 30,
                                                                1995                 1994
<S>                                                         <C>                    <C>              
Cash flows from operating activities                                                   
Net income                                                  $   53.9               $  67.3
Depreciation and amortization                                   11.7                  10.4
Other, net                                                     (97.7)                (68.2)

Net change in cash due to operating activities                 (32.1)                  9.5

Cash flows from investing activities                                                   
Proceeds from maturities and sales of                                                  
short-term investments and marketable securities               181.2                  94.7
Purchases of short-term investments and marketable             (76.6)                (19.2)
securities
Other, net                                                     (25.4)                 (3.7)

Net change in cash due to investing activities                  79.2                  71.8

Cash flows from financing activities                                                   
Dividends paid                                                 (43.6)               (40.1)
Common stock repurchased                                       (26.0)               (31.3)
Other, net                                                      (6.7)                 2.6

Net change in cash due to financing activities                 (76.3)               (68.8)

Effect of exchange rate changes on cash                         (0.6)                 4.2

Net change in cash and cash equivalents                        (29.8)                16.7

Cash and cash equivalents at beginning of period               214.6                183.2
Cash and cash equivalents at end of period                  $  184.8              $ 199.9

</TABLE>

See accompanying notes to consolidated condensed financial statements.

                                   
        THE READER'S DIGEST ASSOCIATION, INC. AND SUBSIDIARIES
         NOTES TO CONSOLIDATED CONDENSED FINANCIAL STATEMENTS
                             (In millions)
                              (unaudited)

(1)  Basis of Presentation

The  company reports on a fiscal year beginning July 1.  The  three-
month  periods  ended September 30, 1995, and  1994  are  the  first
fiscal   quarters  of  fiscal  year  1996  and  fiscal  year   1995,
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)  Change in Presentation

In  the  current  year  the  company reclassified  certain  costs  and
expenses  in the Consolidated Condensed Statements of Income  to  more
closely reflect its business and internal reporting practices.   There
was  no impact on operating profit.  Additionally, certain assets  and
liabilities  in  the company's Consolidated Condensed  Balance  Sheets
have   been   reclassified  to  conform  with   the   current   year's
presentation.

(3)  Earnings Per Share

Earnings  per  share  is  computed  by  dividing  net  income,  less
preferred stock dividend requirements, of $0.3 in each of the three-
month  periods  ended September 30, 1995 and 1994  by  the  weighted
average number of common shares outstanding during the period.

(4)  Inventories

<TABLE>
<CAPTION>
                                            September 30,       June 30,
                                                1995             1995
<S>                                         <C>                <C>               
Raw materials                               $   34.9           $  32.4
Work-in process                                 23.5              24.7
Finished goods                                 163.2             131.5
                                            $  221.6           $ 188.6

</TABLE>

(5)  Segment Information

<TABLE>
<CAPTION>
                                               Three-Month period ended
                                                    September 30,
                                              1995                    1994
<S>                                         <C>                     <C>
BUSINESS SEGMENTS                                                   
Reader's Digest Magazine                    $  177.4                $ 171.9
Books and Home Entertainment Products          515.5                  502.1
Special Interest Magazines                      20.0                   18.7
Other Businesses                                17.6                   18.1

Total revenues                              $  730.5                $ 710.8

GEOGRAPHIC AREAS                                                    
United States                               $  289.7                $ 268.7
Europe                                         337.7                  343.5
Other Markets                                  103.1                   98.6

Total revenues                              $  730.5                $ 710.8
</TABLE>
                                   
                 The Reader's Digest Association, Inc.
                 Management's Discussion and Analysis
           of Financial Condition and Results of Operations
                 (In millions, except per share data)

Results of Operations

Three-Month  Period  Ended September 30, 1995 Compared  With  Three-
Month Period Ended September 30, 1994

Financial Statement Presentation
In  the  current  year, the company reclassified certain  costs  and
expenses in the Consolidated Condensed Statements of Income to  more
closely  reflect  its  business  and internal  reporting  practices.
There  was  no  impact  on operating profit.  Additionally,  certain
assets  and  liabilities  in  the company's  Consolidated  Condensed
Balance  Sheets have been reclassified to conform with  the  current
year's presentation.

Revenues/Operating Profit
Worldwide  revenues for the three-month period ended  September  30,
1995  increased  3%, to $730.5 compared with the three-month  period
ended September 30, 1994.  Higher revenues in the United States  and
Other  Markets  were offset by lower revenues in Europe  which  were
impacted  by  the  favorable effect of changes in  foreign  currency
exchange rates.  The segments that were the primary contributors  to
this  3%  increase  were Books and Home Entertainment  Products  and
Reader's  Digest  Magazine  representing approximately  2%  and  1%,
respectively.

Worldwide  operating  profit decreased 19% to  $81.8  in  the  first
quarter of 1996, compared with $101.6 in the first quarter of  1995.
This $19.8 decrease was primarily because of approximately $14.0  in
higher  global paper and postage costs and lower response  rates  in
Europe  which  were  partially offset by  the  favorable  effect  of
changes in foreign currency exchange rates.


Other Income, Net
Other  income, net for the first quarter of 1996 decreased  to  $3.1
compared with $6.2 a year ago.  This decrease was primarily  because
of lower interest income ($6.2 in 1996 compared with $11.0 in 1995),
partially  offset  by  lower expense related to  losses  on  foreign
exchange  transactions and hedging activity ($2.1 in  1996  compared
with $4.2 in 1995).


Income Taxes
The  company reduced its overall effective tax rate to 36.5% in  the
first quarter of 1996 from 37.5% in the first quarter of 1995.  This
decrease  was  attributable to a favorable  settlement  relating  to
prior  years.  The company anticipates that the effective  tax  rate
will remain at 36.5% for the remainder of the year.


Earnings Per Share
Earnings per share declined 15% to $0.50 in the first quarter  1996,
compared  with  $0.59 for the same period in 1995.  The  decline  in
earnings per share was lower than the decline in net income  due  to
the  reduction  in  outstanding shares under the  company's  ongoing
share repurchase program.


Business Segments

Reader's Digest Magazine
Revenues  for Reader's Digest Magazine increased 3%, to $177.4,  for
the  first quarter of 1996 from $171.9 in the first quarter of 1995.
This  increase  was  due  equally to increases  in  circulation  and
advertising  revenue.  Subscription pricing and  circulation  levels
remained  consistent  with  the  prior  year.   Circulation  revenue
benefited  from the favorable effect of changes in foreign  currency
exchange   rates.    The  increase  in  advertising   revenues   was
attributable to increased advertising pages primarily in the  United
States.   Operating  profit for Reader's Digest  Magazine  decreased
significantly  during the first quarter of 1996  compared  with  the
same period a year ago.  The effect of higher revenues was more than
offset  by  higher paper and postage costs and increased promotional
spending  to  retain  high-quality subscribers  who  purchase  other
products.

Books and Home Entertainment Products
Revenues for Books and Home Entertainment Products increased 3%,  to
$515.5,  for  the first quarter of 1996 from $502.1  for  the  first
quarter of 1995. Excluding the effect of changes in foreign currency
exchange rates, revenues decreased 1% compared with the prior  year.
This decrease was due to a moderate decline in unit sales, partially
offset  by  slightly  higher prices and sales  of  a  higher  priced
product  mix.  Increased unit sales in the United States  were  more
than  offset by lower sales in Europe. Notably, revenues for  series
books  and video products reported healthy gains while general books
reported substantially lower revenues in the first quarter  of  1996
compared   with   1995.   Operating  profit  for  Books   and   Home
Entertainment  Products  decreased  in  1996  compared   with   1995
principally due to lower response rates and performance in Europe.

Special Interest Magazines
Revenues  for Special Interest Magazines increased 7%, to $20.0  for
the  first quarter of 1996 from $18.7 for the first quarter of 1995.
This   increase  was  primarily  attributable  to  an  increase   in
circulation revenues.  The increase in circulation revenues  is  due
about  equally to higher pricing and higher paid subscriptions.  The
operating  loss increased in 1996 compared with 1995 due  to  higher
paper  and  postage  costs which more than offset  the  increase  in
revenues.


Geographic Areas

United States
Revenues in the United States increased from $268.7 to $289.7, or by
8%, in 1996 compared with 1995 of which approximately 7% and 1%  was
attributable  to Books and Home Entertainment Products and  Reader's
Digest  Magazine, respectively.  Within Books and Home Entertainment
Products, all product lines reported revenue increases. The  revenue
increase  in  the  Reader's  Digest  Magazine  was  due  to   higher
advertising pages.  Video products performed particularly well  this
quarter.   Operating profit decreased substantially in 1996 compared
with 1995, due to higher paper and postage costs.

Europe
Revenues  in Europe decreased from $343.5 to $337.7, or  by  2%,  in
1996  compared with 1995. Excluding the favorable effects of foreign
currency  exchange rates, revenues declined 10%.   Operating  profit
decreased  considerably in 1996 compared with 1995.  These decreases
were  due  primarily to lower sales of Books and Home  Entertainment
Products  caused by a declining customer base and weakened  customer
response  rates  in certain markets, including the  company's  three
largest markets: Germany, France and the United Kingdom. The company
believes that the lower response rates in Europe were due to various
reasons,  including the number and sequencing of  product  offerings
and  the  appeal  of  promotion formats.  Higher  paper  costs  also
contributed to the operating profit decline.

Other Markets
Revenues in Other Markets increased from $98.6 to $103.1, or by  5%,
in  1996  compared with 1995.  Excluding the unfavorable effects  of
foreign  exchange, revenues increased 12% due to sales of Books  and
Home  Entertainment  Products, most notably  music  products.   This
segment reported gains across all product lines, primarily due to  a
higher  priced  product  mix.  Operating profit  increased  in  1996
compared  with 1995.  The increase in operating profit was primarily
attributable to the increase in revenues.

Corporate Expense
Corporate  expense  decreased to $11.7 compared with  $16.7  in  the
first  quarter of 1995 due to the timing of certain expenses  and  a
reduction in outside consulting fees.


Forward-Looking Information
The  company previously reported that it will incur up to  $50.0  in
higher  paper  and  postage  costs  in  fiscal  1996.   The  company
continues  to develop new ways to offset part of these higher  costs
through   a   combination  of  prudent  pricing   and   productivity
improvements.  The company has elected not to fully and  immediately
pass  these  increases  on to its customers through  higher  prices.
Higher paper and postage costs and increased investment spending are
expected to affect results through the remainder of fiscal 1996.

The  company  has  implemented a program  to  restore  customer  and
revenue  growth in Europe by modifying its promotional mailings  and
moderating the rate of price increases.  Initial benefits from these
actions are expected to be realized by the end of fiscal 1996 and in
fiscal  1997.  Issues relating to the effectiveness of  mailings  to
outside  lists are also being addressed by the company.  The company
expects  that  results through this fiscal year and  through  fiscal
1997 will be impacted by the softness in Europe.

The company seeks to maximize total long-term return to shareholders
and  believes that through a combination of investment  in  existing
businesses and new strategic ventures and alliances it will be  able
to  achieve  double digit earnings per share growth  over  the  long
term.


Liquidity and Capital Resources

September 30, 1995 Compared With June 30, 1995
Cash  and  cash  equivalents, short-term investments and  marketable
securities  decreased $133.5 to $398.6 at September 30,  1995.   The
decrease results from dividend payments of $43.6, the repurchase  of
Class A nonvoting common stock, at a cost of $26.0, and cash used by
operations  of $32.1.  In addition, the Company also expended  $25.9
for  investments  in  strategic alliances and capital  expenditures.
Unrealized gains on short-term investments and marketable securities
remained at $8.1 at June 30, 1995, and September 30, 1995.

In  the  first quarter of fiscal 1996, the company paid a $0.40  per
share  dividend  on its common stock, representing a  14%  increase,
compared  with  $0.35 per share a year ago.  In  October  1995,  the
Board of Directors raised the quarterly dividend to $0.45 per share.
At  the current rate, the company will pay a total dividend of $1.75
per share in fiscal 1996 compared with $1.55 in fiscal 1995.

The company repurchased 0.6 shares of Class A nonvoting common stock
in  the first quarter of 1996.  The Company expects to complete  its
fourth  share  repurchase program by the end of  fiscal  1996.   The
company has repurchased approximately 14.2 shares, through September
30, 1995, since its first program was announced in February 1992.

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,  to
identify  and  develop new products and markets and  to  enter  into
strategic alliances and make small acquisitions.

                      PART II.  OTHER INFORMATION

Item 4.   SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS.

At the 1995 Annual Meeting of Stockholders of the Company, held on
November 10, 1995, the following matters were voted on by the
stockholders:

Proposal 1:    Election of Directors to hold office until the next
Annual Meeting or until their successors are duly elected and
qualified.  Each nominee was elected by the votes cast as follows:

                                      For                   Withheld
     James P. Schadt              21,114,226                 45,760
     Kenneth A. Gordon            21,121,831                 38,155
     Melvin R. Laird              21,096,018                 63,968
     William G. Bowen             21,119,226                 40,762
     Lynne V. Cheney              21,107,843                 52,143
     M. Christine DeVita          21,108,424                 51,562
     James E. Preston             21,115,592                 44,394
     Robert G. Schwartz           21,117,025                 42,961
     Walter V. Shipley            21,110,556                 49,430
     C.J. Silas                   21,124,028                 35,958


Proposal 2:    Approval of the business criteria, maximum amount and
eligible employees for performance-based restricted stock under The
Reader's Digest Association, Inc. 1994 Key Employee Long Term
Incentive Plan.  Proposal 2 was approved by the votes cast as follows:

                                                                  Broker
                          For          Against      Abstain      Non-Votes
                       20,745,735      273,492      140,759          0


Item 5.   OTHER INFORMATION

At the meeting of the Board of Directors of the Company held on
November 10, 1995, the following individuals were elected to the new
or additional offices indicated:

Name                      Title
Robert J. Aubin           Vice President; President, Reader's Digest U.S.A.
Gregory G. Coleman        Vice President; General Manager, U.S. Magazines and
                            Publisher, U.S. Reader's Digest Magazine
Thomas M. Kenney          Vice President; President Global Magazine and 
                            Corporate Development
Martin J. Pearson         Vice President; President, Reader's Digest Europe
Jack A. Smith             Senior Vice President, Reader's Digest Television 
                            and New Media
William H. Willis         Vice President; President, Reader's Digest Pacific


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

       (a) Exhibits

                      27   Financial Data Schedule.  [1 page]

       (b) Reports on Form 8-K

       No reports on Form 8-K were 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:  November 13, 1995   By:     Stephen R. Wilson
                                   Stephen R. Wilson
                                   Executive Vice President and
                                   Chief Financial Officer



                                   George S. Scimone
                                   George S. Scimone
                                   Vice President and Controller
                                   Chief Accounting Officer


                                   
                                   
                             EXHIBIT INDEX
                                   
                                   
                                                              
Exhibit                                                       
27      Financial Data Schedule                             
                                                            
                                                                      


<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
This schedule contains summary financial information extracted from the
Company's Consolidated Financial Statements for the quarter ended September 30,
1995.
</LEGEND>
<MULTIPLIER> 1,000
<CURRENCY> U.S.
       
<S>                                        <C>
<PERIOD-TYPE>                                    3-MOS
<FISCAL-YEAR-END>                          JUN-30-1996
<PERIOD-END>                               SEP-30-1995
<EXCHANGE-RATE>                                      1
<CASH>                                         184,800
<SECURITIES>                                    83,800
<RECEIVABLES>                                  767,200
<ALLOWANCES>                                   220,800
<INVENTORY>                                    221,600
<CURRENT-ASSETS>                             1,269,700
<PP&E>                                         600,100
<DEPRECIATION>                                 343,900
<TOTAL-ASSETS>                               2,030,300
<CURRENT-LIABILITIES>                        1,152,500
<BONDS>                                              0
<COMMON>                                       (1,000)
                                0
                                     28,800
<OTHER-SE>                                     608,000
<TOTAL-LIABILITY-AND-EQUITY>                 2,030,300
<SALES>                                        730,500
<TOTAL-REVENUES>                               730,500
<CGS>                                          250,900
<TOTAL-COSTS>                                  250,900
<OTHER-EXPENSES>                               397,800
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 400
<INCOME-PRETAX>                                 84,900
<INCOME-TAX>                                    31,000
<INCOME-CONTINUING>                             53,900
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    53,900
<EPS-PRIMARY>                                      .50
<EPS-DILUTED>                                      .50
        

</TABLE>


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