RURAL CELLULAR CORP
10-Q, 1997-11-12
RADIOTELEPHONE COMMUNICATIONS
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<PAGE>


                          SECURITIES AND EXCHANGE COMMISSION
                                           
                                WASHINGTON, D.C. 20549
                                           
                                      FORM 10-Q
                                           
(Mark One)

    (X)  QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
         EXCHANGE ACT OF 1934 for the quarterly period ended September 30, 1997.

    ( )  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 0-27416




                                           
                              RURAL CELLULAR CORPORATION
                (EXACT NAME OF REGISTRANT AS SPECIFIED IN ITS CHARTER)
                                           
             MINNESOTA                                      41-1693295 
(STATE OR OTHER JURISDICTION OF                             (I.R.S. EMPLOYER
INCORPORATION OR ORGANIZATION)                              IDENTIFICATION NO.)


                                     PO BOX 2000
                                3905 DAKOTA STREET SW
                             ALEXANDRIA, MINNESOTA 56308
                                    (320) 762-2000
     (ADDRESS, INCLUDING ZIP CODE, AND TELEPHONE NUMBER, INCLUDING AREA CODE, OF
REGISTRANT'S PRINCIPAL EXECUTIVE OFFICES)
                                           
                                           
                                           
                                           
                                           
    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( )


    Number of shares of common stock outstanding as of the close of business on
October 31, 1997:




                                       CLASS A        7,580,838
                                           
                                       CLASS B        1,272,458
                                           
                                           
<PAGE>
                                           
                                           
                                  TABLE OF CONTENTS
                                           
                                           
                                                                    PAGE NUMBER
                                                                    -----------
PART I.-FINANCIAL INFORMATION

ITEM 1. FINANCIAL STATEMENTS

          CONSOLIDATED BALANCE SHEETS-
          AS OF SEPTEMBER 30, 1997 AND DECEMBER 31, 1996 . . . . . . . . . 3
    
          CONSOLIDATED STATEMENTS OF OPERATIONS-
          THREE MONTHS AND NINE MONTHS ENDED SEPTEMBER 30, 1997 AND 1996 . 5
    
          CONSOLIDATED STATEMENTS OF CASH FLOWS-
          NINE MONTHS ENDED SEPTEMBER 30, 1997 AND 1996. . . . . . . . . . 6
    
          NOTES TO CONSOLIDATED FINANCIAL STATEMENTS . . . . . . . . . . . 7
    
ITEM 2. MANAGEMENT'S DISCUSSION AND ANALYSIS 
        OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS . . . . . . . . . 9

PART II. - OTHER INFORMATION

ITEM 6. EXHIBITS AND REPORTS ON FORM 8-K. . . . . . . . . . . . . . . . . 14
    
          SIGNATURE PAGE . . . . . . . . . . . . . . . . . . . . . . . . .15








                                       2




<PAGE>


PART I.    FINANCIAL INFORMATION
ITEM 1.    FINANCIAL STATEMENTS 
                                           
                                           
                                           
                     RURAL CELLULAR CORPORATION AND SUBSIDIARIES
                             CONSOLIDATED BALANCE SHEETS
                                        ASSETS
                                           
                                           
                                           
                                      SEPTEMBER 30,               DECEMBER 31,
                                         1997                         1996
                                    ---------------             ---------------
                                      (UNAUDITED)
CURRENT ASSETS:
  Cash                              $    1,886,863               $     237,499
  Accounts receivable, net              11,148,212                   6,323,637
  Inventories                            1,442,994                   1,309,862
  Prepaid income taxes                     502,627                     642,133
  Other current assets                     406,955                     341,964
                                    ---------------             ---------------

    Total current assets                15,387,651                   8,855,095
                                    ---------------             ---------------

PROPERTY AND EQUIPMENT:
  Land                                   1,836,780                   1,233,007
  Buildings and towers                  16,771,392                  13,680,928
  Equipment                             64,581,946                  35,650,325
  Furniture and fixtures                 5,356,131                   3,626,247
  Assets under construction              3,270,001                   1,241,124
  Less - accumulated depreciation      (21,146,137)                (13,496,134)
                                    ---------------             ---------------
    Net property and equipment          70,670,113                  41,935,497
                                    ---------------             ---------------

INVESTMENTS AND OTHER ASSETS:
  Goodwill and other intangible 
  assets, net                           72,046,072                           -
  Licenses, net                         10,002,444                   6,710,419
  Investments in unconsolidated 
  affiliates                             1,479,121                   1,442,569
  Restricted investments                   913,709                     884,844
  Other assets, net                      1,712,833                     761,935
                                    ---------------             ---------------
    Total investments and other 
    assets                              86,154,179                   9,799,767
                                    ---------------             ---------------

                                    $  172,211,943               $  60,590,359
                                    ---------------             ---------------
                                    ---------------             ---------------



      The accompanying notes are an integral part of these financial statements.


                                       3

<PAGE>



                     RURAL CELLULAR CORPORATION AND SUBSIDIARIES
                             CONSOLIDATED BALANCE SHEETS
                         LIABILITIES AND SHAREHOLDERS' EQUITY
                                           
                                           
                                           

                                      SEPTEMBER 30,              DECEMBER 31,
                                         1997                       1996
                                    ---------------             ---------------
                                       (UNAUDITED)

CURRENT LIABILITIES:
  Current maturities of 
  long-term debt                    $       43,517               $   8,447,920
  Accounts payable                       8,616,106                   8,913,734
  Advanced billings and 
  customer deposits                      2,321,827                   1,399,965
  Accrued interest                       1,806,414                      88,892
  Other accrued expenses                 1,847,055                     577,027
                                    ---------------             ---------------
    Total current liabilities           14,634,919                  19,427,538

LONG-TERM DEBT                         115,005,222                      43,886
                                    ---------------             ---------------
  Total liabilities                    129,640,141                  19,471,424
                                    ---------------             ---------------
MINORITY INTEREST                        7,192,669                   6,122,583
                                    ---------------             ---------------

SHAREHOLDERS' EQUITY:
   Class A common stock, 
   $.01 par value;
    15,000,000  shares authorized;  
    7,580,838 and 7,502,552 shares 
    issued and outstanding                  75,808                      75,025

  Class B common stock, 
  $.01 par value;
    5,000,000  shares authorized;  
    1,272,458 and 1,350,744 shares 
    issued and outstanding                  12,725                      13,508
  Additional paid-in capital            34,445,849                  34,445,849
  Retained earnings                        844,751                     461,970
                                    ---------------             ---------------
  Total shareholders' equity            35,379,133                  34,996,352
                                    ---------------             ---------------
                                    $  172,211,943               $  60,590,359
                                    ---------------             ---------------
                                    ---------------             ---------------




      The accompanying notes are an integral part of these financial statements.




                                       4

<PAGE>


                     RURAL CELLULAR CORPORATION AND SUBSIDIARIES
                        CONSOLIDATED STATEMENTS OF OPERATIONS
                                     (UNAUDITED)
                                           

                        --------------------------     ------------------------
                          THREE MONTHS ENDED            NINE MONTHS ENDED
                              SEPTEMBER 30,              SEPTEMBER 30,
                        --------------------------     ------------------------
                           1997           1996            1997           1996
                        -----------   -----------      -----------   ----------
REVENUES:
  Service             $ 12,845,494   $  6,343,656   $ 30,437,969   $ 16,305,487
  Roamer                 3,686,844      2,497,077      7,451,392      4,912,174
  Equipment                215,029        204,926        506,926        955,670
                        -----------   -----------      -----------   ----------
    Total revenues      16,747,367      9,045,659     38,396,287     22,173,331
                        -----------   -----------      -----------   ----------

OPERATING EXPENSES:
  Network costs          3,508,586      1,800,439      8,507,126      4,908,498
  Cost of equipment 
  sales                    845,994        278,255      1,762,803      1,258,346
  Selling, general 
  and administrative     6,963,653      3,112,664     17,651,225      9,228,251
  Depreciation and 
  amortization           3,647,713      1,500,357      8,537,223      3,780,188
                        -----------   -----------      -----------   ----------
    Total operating 
    expenses            14,965,946      6,691,715     36,458,377     19,175,283
                        -----------   -----------      -----------   ----------
OPERATING INCOME         1,781,421      2,353,944      1,937,910      2,998,048
                        -----------   -----------      -----------   ----------

OTHER INCOME (EXPENSE):
  Interest expense      (2,194,453)       (45,171)    (3,841,368)      (250,717)
  Interest and 
  dividend income           44,401          6,324        144,436        330,563
  Equity in earnings 
  of unconsolidated 
  affiliates                 9,428         14,830         36,552         42,564
  Minority interest        979,839              -      2,105,251              -
                        -----------   -----------      -----------   ----------
    Other income 
    (expense), net      (1,160,785)       (24,017)    (1,555,129)       122,410
                        -----------   -----------      -----------   ----------


INCOME BEFORE TAXES        620,636      2,329,927        382,781      3,120,458
INCOME TAX PROVISION             -        150,000              -        176,250
                        -----------   -----------      -----------   ----------
NET INCOME            $    620,636   $  2,179,927    $   382,781   $  2,944,208
                        -----------   -----------      -----------   ----------
                        -----------   -----------      -----------   ----------

NET INCOME PER 
COMMON SHARE          $        .07   $        .25    $       .04   $        .35
                        -----------   -----------      -----------   ----------
                        -----------   -----------      -----------   ----------

WEIGHTED AVERAGE 
COMMON SHARES 
OUTSTANDING              8,952,834      8,861,821      8,903,932      8,393,838



     The accompanying notes are an integral part of these consolidated financial
statements.


                                       5


<PAGE>


                     RURAL CELLULAR CORPORATION AND SUBSIDIARIES
                        CONSOLIDATED STATEMENTS OF CASH FLOWS
                                     (UNAUDITED)
                                           
                                                NINE MONTHS ENDED SEPTEMBER 30,
                                                   1997               1996
                                              ---------------   ---------------
 OPERATING ACTIVITIES:
  Net income                                  $      382,781    $     2,944,208
  Adjustments to reconcile to net cash
  provided by operating activities-
    Depreciation and amortization                  8,537,223          3,780,188
    Gain on restricted investments                   (32,373)          (184,036)
    Equity in earnings of unconsolidated 
    affiliates                                       (36,552)           (42,564)
    Minority interest                             (2,105,251)                 -
    Change in other operating elements
    excluding effects of acquisitions:
       Accounts receivable                        (2,549,800)        (2,090,198)
       Inventories                                   303,780           (182,947)
       Other current assets                          236,297            (17,103)
       Accounts payable                           (1,842,598)         2,722,210
       Advance billings and customer deposits        577,603            353,853
       Other accrued expenses                      2,189,367             65,370
                                               ---------------   ---------------

 NET CASH PROVIDED BY OPERATING ACTIVITIES         5,660,477          7,348,981
                                               ---------------   ---------------

 INVESTING ACTIVITIES:
    Purchase of property and equipment, net      (23,518,951)       (16,933,150)
    Contributions to unconsolidated affiliates             -           (222,656)
    Purchase of Unicel and Northern Maine        (86,001,734)                 -
    Other, net                                       152,122            (54,940)
                                               ---------------   ---------------
 NET CASH USED IN INVESTING ACTIVITIES          (109,368,563)       (17,210,746)
                                               ---------------   ---------------

 FINANCING ACTIVITIES:
  Proceeds from issuance of common
  stock, net of offering expense                           -         26,540,088
  Proceeds from issuance of long-term 
  debt                                           124,695,000          8,790,927
  Payment of debt issuance costs                  (1,199,483)                 -
  Repayment of long-term debt                    (18,138,067)       (25,365,079)
                                               ---------------   ---------------
NET CASH PROVIDED BY FINANCING ACTIVITIES        105,357,450          9,965,936
                                               ---------------   ---------------
NET INCREASE IN CASH                               1,649,364            104,171
                                               ---------------   ---------------
CASH, AT BEGINNING OF PERIOD                         237,499            125,137
                                               ---------------   ---------------
CASH, AT END OF PERIOD                        $    1,886,863    $       229,308
                                               ---------------   ---------------
                                               ---------------   ---------------
                                           
The accompanying notes are an integral part of these consolidated financial
statements.


                                       6


<PAGE>


                     RURAL CELLULAR CORPORATION AND SUBSIDIARIES
                      NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
                                           
1.  BASIS OF PRESENTATION:

The accompanying consolidated financial statements for the periods ended 
September 30, 1997 and 1996 have been prepared by the Company without audit. 
In the opinion of management, normal recurring adjustments  necessary to 
present fairly the financial position, results of operations, and cash flows 
for all periods presented have been made.

Certain information and footnote disclosures normally included in financial 
statements prepared in accordance with generally accepted accounting 
principles have been condensed or omitted.  It is suggested that these 
consolidated financial statements be read in conjunction with the 
consolidated financial statements and notes thereto included in the Company's 
December 31, 1996 Report on Form 10-K.  The results of operations for the 
periods ended September 30, 1997 are not necessarily indicative of the 
operating results for the full fiscal year or for any other interim periods.

2.  ACQUISITIONS:

Effective May 1, 1997, the Company completed the acquisition of the Maine 
wireless telephone operations and related assets of Unity Cellular System, 
Inc. (Unicel) and related cellular and microwave licenses from InterCel 
Licenses, Inc., both wholly owned subsidiaries of InterCel, Inc.  In 
addition, the Company acquired Unicel's 51% interest in Northern Maine 
Cellular Partnership (Northern Maine). Total consideration paid for all net 
assets acquired was approximately $79 million in cash. The Company also 
acquired the remaining 49% interest in Northern Maine from an unrelated third 
party for approximately $7 million. 


The Company incorporated into its financial statements a preliminary 
assessment of Northern Maine and Unicel's fair value of working capital and 
assets.  This resulted in $72.0 million disclosed as "goodwill and other 
intangible assets, net."  As provided under generally accepted accounting 
principles, the Company is allowed up to one year to complete final purchase 
allocations and adjustments.  The Company has been performing an ongoing 
review and expects completing final allocations by December 31, 1997. 

The Company operates the Maine operations through a wholly owned subsidiary 
called MRCC, Inc. The acquisitions were funded with the proceeds of 
borrowings under a revolving credit facility with a group of banks headed by 
T.D. Securities (USA), Inc., formerly known as The Toronto-Dominion Bank (See 
Note 3). The acquisitions have been accounted for under the purchase method 
of accounting. 

The following unaudited pro forma summary presents the consolidated results 
of operations as if the acquisitions had occurred at the beginning of the 
periods shown after taking into account the effect of certain adjustments and 
eliminations as discussed in the Company's Report on Form 8-K/A filed July 
15, 1997. This summary is not necessarily indicative of what the results of 
operations of the Company and the acquired entities would have been if they 
had been a single entity during such periods, nor does it purport to 
represent results of operations for any future periods.


                                       7

<PAGE>



                     RURAL CELLULAR CORPORATION AND SUBSIDIARIES
                     NOTES TO CONSOLIDATED FINANCIAL STATEMENTS 
                                     (CONTINUED)

 
UNAUDITED PRO FORMA           THREE MONTHS ENDED            NINE MONTHS ENDED
SUMMARY:                        SEPTEMBER 30,                  SEPTEMBER 30,
- --------------------         ------------------------  ------------------------
                               1997            1996        1997         1996
                          ------------  -----------  ------------  ------------
Total revenues           $ 16,747,367  $ 13,403,201  $ 43,214,222  $ 33,838,508
Operating income            1,781,421     2,891,087    1,870,524      3,817,654
Income (loss) before
 cumulative effect
 of accounting change,
 net of tax                   620,636      567,792    (2,212,048)    (3,340,021)

Net income (loss)             620,636      567,792    (2,212,048)    (4,593,202)
 
Net income (loss) per
 common share            $        .07  $       .06   $      (.25)   $      (.52)



   3.  LONG TERM DEBT:

   On May 1, 1997, the Company entered into an agreement with the T. D. 
   Securities (USA), Inc. for a $140 million Senior Secured Reducing Revolving 
   Credit Facility (the Facility). Under the Facility, funds may be borrowed or
   repaid at any time through maturity provided that at no time the aggregate 
   outstanding borrowings exceed the total of the Facility. During the second 
   quarter of 1997, proceeds from the Facility were used to acquire assets of 
   Unicel and Northern Maine and to refinance all outstanding amounts under the
   Company's previous loan facility with the St. Paul Bank for Cooperatives. 

   At the Company's discretion, advances under the Facility bear interest at 
   LIBOR (London Interbank Offering Rate) or Base Rate plus an applicable 
   margin and will be based on the Company's ratio of indebtedness to 
   annualized operating cash flow as of the end of the most recently completed 
   fiscal quarter. A commitment fee on the unused portion of the Facility is 
   payable quarterly. Facility security has been provided by a pledge of all 
   the assets of the Company including stock of all operating subsidiaries of 
   the Company and Wireless Alliance, LLC. Mandatory commitment reductions will
   be required upon any material sale of assets. The Facility is subject to 
   various covenants including the ratio of indebtedness to annualized 
   operating cash flow and the ratio of annualized operating cash flow to 
   interest expense.  As of September 30, 1997, the Company was in compliance 
   with all covenants under the Facility.

   4.  RECENTLY ISSUED ACCOUNTING PRONOUNCEMENT:

   In March 1997, the Financial Accounting Standards Board issued Statement of
   Financial Accounting Standards No. 128, "Earnings per Share" (SFAS 128), 
   which changes the way companies calculate their earnings per share (EPS).  
   The Company is required to adopt SFAS 128 in its December 31, 1997, 
   financial statements, at which time prior year EPS data is to be restated in
   accordance with SFAS 128. If the Company had adopted SFAS 128, the effect on
   net income per common share for all periods presented would have been 
   substantially unchanged.
 
   5.  SUPPLEMENTAL DISCLOSURE OF CONSOLIDATED CASH FLOW INFORMATION:

                                                            NINE MONTHS ENDED 
                                                              SEPTEMBER 30,
                                                           -------------------
                                                          1997          1996
                                                     ------------   ------------
 Cash paid during the period for interest            $  2,072,081   $  518,946
 Cash paid during the period for income taxes              64,032            -


                                       8



<PAGE>


  ITEM 2.  MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND   
                           RESULTS OF OPERATIONS
                                           
  The following Management's Discussion and Analysis of Financial Condition and
  Results of Operations refers to consolidated results including May through
  September, 1997 results of the Unicel acquisition and January through 
  September, 1997 results of Wireless Alliance, LLC.  Neither subsidiary was 
  included in the Company's financial statements during the comparable time 
  periods of 1996.

  RESULTS OF OPERATIONS

  The following table presents certain consolidated statements of operations 
  data as a percentage of total revenues as well as other cellular performance
  indicators for the periods indicated. 


                                      THREE MONTHS ENDED      NINE MONTHS ENDED
                                        SEPTEMBER 30,           SEPTEMBER 30,
                                      ------------------     ------------------

                                        1997        1996      1997       1996
                                      ---------  ---------  --------- ---------
REVENUES:
  Service                               76.7%       70.1%      79.3%     73.5%
  Roamer                                22.0        27.6       19.4      22.2
  Equipment                              1.3         2.3        1.3       4.3
                                      ---------  ---------  --------- ---------
   Total revenues                      100.0       100.0      100.0     100.0
                                      ---------  ---------  --------- ---------
OPERATING EXPENSES:
  Network costs                         21.0        19.9       22.2      22.1
  Cost of equipment sales                5.1         3.1        4.6       5.7
  Selling, general and administrative   41.5        34.4       46.0      41.7
  Depreciation and amortization         21.8        16.6       22.2      17.0
                                      ---------  ---------  --------- ---------
   Total operating expenses             89.4        74.0       95.0      86.5
                                      ---------  ---------  --------- ---------
OPERATING INCOME                        10.6        26.0        5.0      13.5
                                      ---------  ---------  --------- ---------
OTHER INCOME (EXPENSE):
  Interest expense                     (13.2)       (0.5)     (10.0)     (1.1)
  Interest and dividend income           0.3         0.1        0.4       1.5
  Equity in earnings of 
  unconsolidated affiliates              0.1         0.2        0.1       0.2
  Minority interest                      5.9         0.0        5.5       0.0
                                      ---------  ---------  --------- ---------
   Other income (expense), net          (6.9)       (0.2)      (4.0)      0.6
                                      ---------  ---------  --------- ---------

INCOME BEFORE TAXES                      3.7        25.8        1.0      14.1
 
INCOME TAX PROVISION                     0.0         1.7        0.0       0.8
                                      ---------  ---------  --------- ---------
NET  INCOME                              3.7%       24.1%       1.0%     13.3%
                                      ---------  ---------  --------- ---------
                                      ---------  ---------  --------- ---------
EBITDA (1)                              32.4%       42.6%      27.3%     30.6%
 
OTHER CELLULAR 
 PERFORMANCE INDICATORS: (2)
  End period penetration                 7.1%        6.6%       7.1%      6.6%
  Average monthly retention (3)         98.2%       98.9%      98.4%     98.9%
  Average monthly revenue per 
  customer                            $   61       $   77      $   58    $   69
  Average acquisition cost per 
  customer (4)                        $  436       $  362      $  427    $  334
                                                                      

                                       9


<PAGE>



                      FOOTNOTES TO ITEM 2, RESULTS OF OPERATIONS        
_____________________________ 
1) EBITDA, the sum of operating income, depreciation and amortization, is 
utilized as a measurement of performance within the cellular industry. It 
should not however, be used as an alternative to using operating income or 
net income as an indicator of operating performance or cash flows as a 
measure of liquidity. Further, EBITDA is not a GAAP-based financial measure 
and should not be considered as an alternative to GAAP-based measures of 
financial performance.

(2) Other Cellular Performance Indicators exclude Wireless Alliance, LLC. and 
include 5 months (May through September 1997) of MRCC, Inc.

(3) Determined by dividing total customers discontinuing service during the 
period by the average customers for the period.  Customers that have migrated 
to Wireless Alliance, LLC from RCC Minnesota, are not counted as customers 
that have discontinued service.
 
(4) Based on the total of sales and marketing costs, agent commissions, and 
gains or losses on cellular telephone sales and leases divided by the number 
of gross subscribers added each period.


                                      10



<PAGE>


THREE AND NINE MONTHS ENDED SEPTEMBER 30, 1997 COMPARED TO THREE AND NINE 
MONTHS ENDED SEPTEMBER 30, 1996

REVENUES

Service revenue for the quarter ended September 30, 1997, increased 103% to 
$12.8 million as compared to  $6.3 million for the comparable period of the 
prior year. This increase in revenue is due primarily to a 29% gain in 
cellular customers within the Company's original service area and an 
additional 28,000 customers resulting from the Unicel acquisition.  This 
increase was also partially offset by a decrease of 21% in the corresponding 
average revenue per customer. Service revenues for the nine months ended 
September 30, 1997, increased 87% to $30.4 million from $16.3 million for the 
comparable period of the prior year.  This results from an increase in the 
number of cellular customers, partially offset by a decrease in the 
corresponding average revenue per customer as noted above. The Company has 
achieved this growth through focused customer sales and service strategies 
and by adherence to network service quality controls. This growth resulted in 
a market penetration rate of 7.1% at September 30, 1997, as compared to 6.6% 
at September 30, 1996. In addition, paging revenue, a component of service 
revenue, increased 37% to $810,000 for the nine month period ended September 
30, 1997 as compared to $591,000 for the same period of the prior year.

Roamer revenues for the quarter ended September 30, 1997, increased 48% to 
$3.7 million from $2.5 million for the comparable prior period. Roamer 
revenues for the nine months ended September 30, 1997, increased 52% to $7.4 
million from $4.9 million for the comparable prior period. These increases 
were primarily due to an increase in the number of roamer minutes for the 
quarter and nine months ended September 30, 1997 over the year earlier 
periods. Roamer revenue increases are primarily a result of expanded coverage 
provided by additional cell sites, increases in nationwide penetration rates 
and overall increased usage of the Company's cellular service by a greater 
number of other carriers' customers. While total roamer revenues increased, 
the average revenue per roamer declined for the quarter and nine months ended 
September 30, 1997 due in part to reductions in intercarrier exchange rates 
under reciprocal agreements with certain surrounding carriers.

Equipment revenues for the quarter ended September 30, 1997, increased 5% to 
$215,000 from $205,000 for the comparable prior period. Equipment revenues 
for the nine months ended September 30, 1997, decreased 47% to $507,000 from 
$956,000 for the comparable prior period due to the continuing popularity of 
the Company's phone equipment rental program. The Company expects that phone 
equipment sales revenue will become a less significant portion of total 
revenues as phone rental revenues, which are included in service revenues, 
continue to increase.

OPERATING EXPENSES

Network costs for the quarter ended September 30, 1997, increased 95% to $3.5 
million from $1.8 million for the comparable prior period. Network costs for 
the nine months ended September 30, 1997, increased 73% to $8.5 million from 
$4.9 million for the comparable prior period. Network costs, as a percentage 
of revenues, remained relatively constant over both periods. The network cost 
increases are partly a result of additional fixed operating expenses for new 
cell sites that were added during 1997 and late 1996. In addition, the 
wholesale cost per minute increased during 1997.  Combined with the impact of 
increased network usage associated with customer growth, the extended impact 
of the increase in wholesale cost per minute significantly contributed to the 
total increase within network costs.  Network costs include switching and 
transport expenses, and other costs associated with the maintenance and 
operation of the Company's cellular, paging and microwave network facilities.

Selling, general, and administrative ("SG&A") costs were $7.0 million for the 
quarter ended September 30, 1997 and $3.1 million for the comparable period 
in 1996, an increase of $3.9 million or 124%.  As a percentage of total 
revenue, SG&A cost increased to 42% from 34% for the comparable prior period. 
For the nine months period ended September 30, 1997, SG&A cost was $17.7 
million as compared to $9.2 million for same period in 1996, an increase of 
$8.4 million or 91%.  As a percentage of total revenue, SG&A increased to 46% 
from 42% for the comparable nine months period. These expenses include 
salaries, benefits, and operating expenses such as marketing, bad debt, 
customer support, accounting and 

                                      11


<PAGE>

finance, administration, commissions and billing. The increases were due 
primarily to an increase in the number and amount of commissions paid as a 
result of the Company's marketing and promotional strategies, additional 
employees and incremental wage and benefit increases. 

Depreciation and amortization expenses for the quarter ended September 30, 
1997, increased 143% to $3.6 million from $1.5 million for the comparable 
prior period. Depreciation and amortization expenses for the nine months 
ended September 30, 1997, increased 126% to $8.5 million from $3.8 million 
for the comparable prior period. These increases were primarily a result of 
depreciation of network and rental phone equipment placed into service during 
1996 and 1997 combined with the additional intangible asset amortization 
resulting from the acquisitions of Unicel and Northern Maine. Also, the 
Company changed the depreciable life from three years to two years for phone 
rental equipment placed in service during 1997.

OPERATING INCOME

Operating income for the quarter ended September 30, 1997 was $1.8 million 
with an operating margin of 11% compared to operating income of $2.4 million 
with an operating margin of 26% in the comparable prior period. Operating 
income for the nine months ended September 30, 1997 was $1.9 million with an 
operating margin of 5% compared to operating income of $3.0 million with an 
operating margin of 14% in the comparable prior period. The decreases in 
operating income were due primarily to network and marketing expenses 
associated with the initial start-up of Wireless Alliance, LLC.

OTHER INCOME (EXPENSE)

Other expense for the quarter ended September 30, 1997, was $1.2 million 
compared to $24,000 in the comparable prior period. Other expense for the 
nine months ended September 30, 1997 was $1.6 million compared to other 
income of $122,000 in the same period of the prior year. Interest expense for 
the quarter ended September 30, 1997, increased by $2.1 million to $2.2 
million over the comparable period of the prior year. Interest expense for 
the nine months ended September 30, 1997, increased $3.6 million to $3.8 
million over the comparable prior period. The increases in interest expense 
for both periods are a result of higher average borrowings associated with 
the Company's recent acquisitions and growth initiatives.  Partially 
offsetting the impact of increased interest expense was the minority interest 
in losses of Wireless Alliance, LLC. 

NET INCOME 

Net income for the quarter ended September 30, 1997, was $621,000 as compared 
to net income of $2.2 million in the comparable prior period. Net income for 
the nine months ended September 30, 1997, decreased to $383,000 as compared 
to net income of $2.9 million in the comparable prior period. The Company 
expects to report a loss in this year's fourth quarter.

SEASONALITY

The Company experiences seasonal fluctuations in revenues and operating 
income. The Company's average monthly revenue per cellular customer has 
historically increased during the second and third quarters. These increases 
reflect greater demand in the Company's cellular service area by weekend and 
recreational customers and use in seasonal industries, such as agriculture 
and construction. Because the Company's cellular service area includes many 
seasonal recreational areas, the Company expects that roaming revenues will 
continue to be more seasonally volatile than local service revenues. 

LIQUIDITY AND CAPITAL RESOURCES

The Company's primary liquidity requirements are for operating expenses, 
acquisitions, and expansion of network services and facilities to support 
customer growth. As of September 30, 1997, the Company had 117 cell sites and 
51 paging transmitters. The Company will continue to construct additional 
cell sites and purchase cellular equipment in order to increase capacity as 
customer and usage volumes increase. Specific capital requirements of the 
Company are based on the property, equipment, and network facilities 
requirements associated with the Company's acquisition and expansion strategy 
and rate of customer 

                                      12



<PAGE>

growth. The Company currently estimates that it will spend approximately $16 
million for network expansion during the fourth quarter of 1997.

On May 1, 1997, the Company entered into an agreement with the T. D. 
Securities (USA), Inc. for a $140 million Senior Secured Reducing Revolving 
Credit Facility (the Facility). Under the Facility, funds may be borrowed or 
repaid at any time through maturity provided that at no time the aggregate 
outstanding borrowings exceed the total of the Facility. During the second 
quarter, the Facility was used to acquire assets of Unicel and Northern Maine 
and to refinance all outstanding amounts under the Company's previous loan 
facility with the St. Paul Bank for Cooperatives.  Future uses for funds 
available under the Facility will be to fund Wireless Alliance, LLC, network 
expansion, and for other general corporate purposes. 

At the Company's discretion, advances under the Facility bear interest at 
LIBOR (London Interbank Offering Rate) or Base Rate plus an applicable margin 
and will be based on the Company's ratio of indebtedness to annualized 
operating cash flow as of the end of the most recently completed fiscal 
quarter. A commitment fee on the unused portion of the Facility is payable 
quarterly. Facility security has been provided by a pledge of all the assets 
of the Company including stock of all operating subsidiaries of the Company 
and Wireless Alliance, LLC. Mandatory commitment reductions will be required 
upon any material sale of assets. The Facility is subject to various 
covenants including the ratio of indebtedness to annualized operating cash 
flow and the ratio of annualized operating cash flow to interest expense. 
During the third quarter of 1997, the Company entered into an interest hedge 
agreement for $80 million of the Facility that limits interest rates to no 
more than 7.85% for a minimum of 3 years.

Net cash provided by operating activities during the nine months ended 
September 30, 1997 and 1996 were $5.7 million and $7.3 million, respectively, 
with the primary source being an increase in depreciation and amortization.

Net cash used in investing activities during the nine months ended September 
30, 1997 and 1996 was $109.3 million and $17.2 million, respectively. The 
principal uses of cash included the Company's acquisition of assets from 
Unicel and Northern Maine, property and equipment purchased for the network 
and switch, construction costs related to the digital microwave network, and 
equipment purchased for the phone rental program.

Net cash provided by financing activities during the nine months ended 
September 30, 1997 and 1996 was $105.4 million and $10.0 million, 
respectively. As noted above, during the second quarter the Company entered 
into a revolving credit agreement and repaid all long-term debt outstanding 
under the Company's existing loan agreement with the St. Paul Bank for 
Cooperatives.

FORWARD LOOKING STATEMENTS

Forward-looking statements herein are made pursuant to the safe harbor 
provisions of the Private Securities Litigation Reform Act of 1995. There are 
certain important factors that could cause results to differ materially from 
those anticipated by some of the statements made herein. Investors are 
cautioned that all forward-looking statements involve risks and 
uncertainties. Such factors include but are not limited to: economic 
conditions, customer growth rates and the rate at which customer acquisition 
costs are recovered, higher than planned operating expenses and capital 
expenditures, competition from other cellular operators and the financial 
uncertainties associated with managing the Company's market expansion through 
the Wireless Alliance joint venture and the Unicel and Northern Maine 
acquisition.



                                      13



<PAGE>



PART II.  OTHER INFORMATION

    
ITEM 6.   EXHIBITS AND REPORTS ON FORM 8-K 

   (a)  Exhibits

        27     Financial Data Schedule

   (b)  Reports on Form 8-K
    
        An amendment to a Report on Form 8-K dated May 1, 1997, was filed on \
        July 15, 1997, submitting the financial statements required under 
        Item 7.

         
    




                                      14



<PAGE>

    
                                   SIGNATURES
                                           
Pursuant to the requirements of Section 13 or 15(d) of the Securities 
Exchange Act of 1934, the registrant has duly caused this amendment to be 
signed on its behalf by the undersigned, thereunto duly authorized.

                                      RURAL CELLULAR CORPORATION
                                      (Registrant)



         
         
Dated: November 12, 1997             /s/ Richard P. Ekstrand
                                     ------------------------------------------
                                     Richard P. Ekstrand
                                     President and Chief Executive Officer
         
         
Dated: November 12, 1997             /s/ Wesley E. Schultz
                                     ------------------------------------------
                                     Wesley E. Schultz
                                     Vice President and Chief Financial Officer
                                     (Principal Financial Officer)






                                      15



<TABLE> <S> <C>

<PAGE>
<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FORM THE
COMPANY'S FINANCIAL STATEMENTS FOR THE NINE MONTHS ENDED SEPTEMBER 30, 1997 AND
IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                          DEC-31-1997
<PERIOD-END>                               SEP-30-1997
<CASH>                                       1,886,863
<SECURITIES>                                         0
<RECEIVABLES>                               12,363,976
<ALLOWANCES>                               (1,215,764)
<INVENTORY>                                  1,442,994
<CURRENT-ASSETS>                            15,387,651
<PP&E>                                      91,816,250
<DEPRECIATION>                            (21,146,137)
<TOTAL-ASSETS>                             172,211,943
<CURRENT-LIABILITIES>                       14,634,919
<BONDS>                                              0
                                0
                                          0
<COMMON>                                        88,533
<OTHER-SE>                                  35,290,600
<TOTAL-LIABILITY-AND-EQUITY>               172,211,943
<SALES>                                        506,926
<TOTAL-REVENUES>                            38,396,287
<CGS>                                        1,762,803
<TOTAL-COSTS>                               10,269,929
<OTHER-EXPENSES>                            25,186,652
<LOSS-PROVISION>                             1,001,796
<INTEREST-EXPENSE>                           3,841,368
<INCOME-PRETAX>                                382,781
<INCOME-TAX>                                         0
<INCOME-CONTINUING>                            382,781
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                   382,781
<EPS-PRIMARY>                                     0.04
<EPS-DILUTED>                                     0.04
        

</TABLE>


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