VALASSIS COMMUNICATIONS INC
10-Q, 1998-11-12
ADVERTISING
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<PAGE> 1 
                             UNITED STATES 
                    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, 1998

______     Transition Report pursuant to Section 13 or 15(d) of the Securities 
Exchange Act of 1934

                 Commission File Number:  1-10991


                        VALASSIS COMMUNICATIONS, INC.     
                          (Exact Name of Registrant                          
                         as Specified in its Charter)

         Delaware                                   38-2760940                
(State or Other Jurisdiction of    (IRS Employer Identification Number)        
 Incorporation or Organization)


                            19975 Victor Parkway
                           Livonia, Michigan 48152
                   (address of principal executive offices)
                Registrant's Telephone Number: (734) 591-3000

               _______________________________________________
                                    

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 require-
ments for the past 90 days:
      Yes ___X___                                     No ________

As of October 31, 1998, there were 38,154,006 shares of the Registrant's 
Common Stock outstanding.


<PAGE> 2
PART I - FINANCIAL INFORMATION
Item 1.  Financial Statements

                       VALASSIS COMMUNICATIONS, INC.
                   Condensed Consolidated Balance Sheets
                         (dollars in thousands)

<TABLE>
<CAPTION>
                                           September 30,   December 31,      
                                               1998           1997
                                           ______________  _____________
                                            (unaudited)      (note)
<S>                                          <C>             <C>
ASSETS                                                                       
Current assets:   
   Cash and cash equivalents                  $19,592          $35,437
   Accounts receivable (less allowance for
    doubtful accounts of $1,773 at 
    September 30, 1998 and    
    $1,171 at December 31, 1997)               93,807           81,681
   Inventories:   
      Raw materials                            10,647           10,975
      Work in progress                         18,357           15,720
   Prepaid expenses and other                   8,227            4,536
   Deferred income taxes                        1,966            1,966
   Refundable income taxes                        902              772
                                         _____________  ______________
                 Total current assets         153,498          151,087
                                         _____________  ______________

Property, plant and equipment, at cost:   
   Land and buildings                          20,133           20,133
   Machinery and equipment                    115,382          108,167
   Office furniture and equipment              19,342           17,995
   Automobiles                                  1,057            1,012
   Leasehold improvements                       1,022            1,022
                                         _____________  ______________
                                              156,936          148,329
   
   Less accumulated depreciation 
    and amortization                         (111,585)        (108,098)
                                         _____________  ______________
      Net property, plant and equipment        45,351           40,231
                                         _____________  ______________
Intangible assets:   
   Goodwill                                   68,594            68,594
   Other intangibles                          85,387            83,387
                                         _____________  _____________ 
                                             153,981           151,981
   Less accumulated amortization            (110,782)         (104,709)
                                         _____________  ______________
           Net intangible assets              43,199            47,272
                                         _____________  ______________
Other assets (primarily 
  debt issuance costs)                         1,408             2,295
                                         _____________  ______________
                  Total assets              $243,456          $240,885
                                         =============  ==============
</TABLE>

                                     -2-

<PAGE> 3


                         VALASSIS COMMUNICATIONS, INC.    
               Condensed Consolidated Balance Sheets, Continued
                  (dollars in thousands, except share data)

<TABLE>
<CAPTION>

                                           September 30,  December 31,
LIABILITIES AND STOCKHOLDERS' DEFICIT         1998           1997
                                          ______________  ___________
                                           (unaudited)      (note)
<S>                                        <C>              <C>

Current liabilities:   
   Current portion, long-term debt             $107,664       $   ---     
   Accounts payable                              64,359        59,226
   Accrued interest                               8,544         5,098
   Accrued expenses                              24,194        25,899
   Progress billings                             57,437        58,239
                                          ______________  ___________
   
Total current liabilities                       262,198       148,462
                                          ______________  ___________
   
Long-term debt                                  254,925       367,075
Deferred income taxes                             2,315         2,315
   
Stockholders' deficit:   
   Common stock of $.01 par value. 
   Authorized 100,000,000 shares; issued 
   45,842,728 at September 30, 1998 and  
   44,515,599 at December 31, 1997; 
   outstanding 38,342,228 at September 30,
   1998 and 39,515,599 at December 31, 199          458          445

   Additional paid-in capital                   106,221       72,399
   Accumulated deficit                         (173,804)    (236,625)
   Foreign currency translations                   (291)        (146)
   Treasury stock, at cost (7,500,500 shares
   at September 30, 1998 and 5,000,000 shares 
   at December 31, 1997) 
                                               (208,566)    (113,040)
                                            ____________  __________

         Total stockholders' deficit           (275,982)    (276,967)
                                            ____________  __________
         Total liabilities and 
          stockholders' deficit                $243,456     $240,885
                                            ============  ==========
   
</TABLE>
NOTE:  The balance sheet at December 31, 1997 has been derived from the audited 
financial statements at that date but does not include all of the information 
and footnotes required by generally accepted accounting principles for complete 
financial statements.



See accompanying notes to condensed consolidated financial statements.



                                   -3-                                   

<PAGE> 4


                         VALASSIS COMMUNICATIONS, INC.
                 Condensed Consolidated Statements of Operations
                  (dollars in thousands, except per share data)
                                 (unaudited)
<TABLE>
<CAPTION>


                            Quarter Ended          Nine Months Ended
                        ______________________   _____________________
                        Sept. 30,    Sept. 30,   Sept. 30,   Sept. 30,
                          1998         1997        1998        1997 
                        __________  __________   __________  _________
<S>                     <C>         <C>          <C>         <C>

Revenues:       
   Net sales             $166,467    $152,619     $549,824   $505,755
   Other                      636         894        1,858      1,971
                         _________  __________   __________  _________

   Total revenues         167,103     153,513      551,682    507,726
                         _________  __________   __________  _________

Costs and expenses:       
   Cost of products sold  107,377      97,861      359,412    327,538
   Selling, general and 
    administrative         16,799      17,307       57,969     59,035
   Amortization of 
    intangible assets       2,024       2,031        6,073      6,557
   Interest                 8,758       9,401       26,532     28,741
                         _________  __________   __________  _________
   Total costs 
    and expenses          134,958     126,600      449,986    421,871
                         _________  __________   __________  _________

     Earnings before 
      income taxes         32,145      26,913      101,696     85,855

   Income taxes            12,275       9,100       38,875     34,000
                         _________  __________   __________  _________

        Net earnings      $19,870     $17,813      $62,821    $51,855
                         =========  ==========   ==========  =========
       
       
  Net earnings per common
   share, basic           $   .52     $   .44      $  1.60    $  1.26
                         =========  ==========   =========  ==========

  Net earnings per common
    share, diluted        $   .51     $   .43      $  1.58    $  1.25
                         =========  ==========   ==========  =========


  Shares used in computing
    net earnings per share 
                        38,530,325  40,231,768  39,267,761  41,043,981
                        ==========  ==========  ==========  ==========


</TABLE>

See accompanying notes to condensed consolidated financial statements.


                                  -4-
<PAGE> 5

                         VALASSIS COMMUNICATIONS, INC.
                 Condensed Consolidated Statements of Cash Flows
                               (in thousands)
                                 (unaudited)

<TABLE>
<CAPTION>

                                                  Nine Months Ended
                                            _________________________
                                              Sept. 30,    Sept. 30, 
                                                1998         1997
                                             __________    __________
     
<S>                                          <C>           <C>
Cash flows from operating activities:   
  Net earnings                                 $62,821       $51,855
  Adjustments to reconcile net earnings 
   to net cash provided by operating 
    activities:   
     Depreciation and amortization              11,822        11,585
     Provision for losses on accounts 
      receivable                                   675           675
     Minority interest                               7           (35)
     Loss (gain) on sale of property, 
      plant and equipment                            1          (385)
     Changes in assets and liabilities 
      which increase (decrease) cash flow:   
         Accounts receivable                   (12,801)        2,507
         Inventories                            (2,309)       (4,437)
         Prepaid expenses and other             (3,691)          (88)
         Other assets                              887         2,789
         Accounts payable                        5,133           156
         Accrued expenses and interest            (266)        2,474
         Income taxes                             (130)        1,251
         Progress billings                        (802)       (4,720)
                                             __________    __________        
            Total adjustments                   (1,474)       11,772
                                             __________    __________        
  Net cash provided by operating 
   activities                                   61,347        63,627
                                             __________    __________

Cash flows from investing activities:   
  Additions to property, plant and equipment   (10,454)      (11,655)
  Acquisitions                                    (450)          ---
  Return of capital to minority shareholder
   of Valcheck                                     ---          (500)
  Proceeds from the sale of property, plant 
   and equipment                                    97           862
  Other                                           (145)          172
                                             __________    __________
   Net cash used in investing activities       (10,952)      (11,121)
                                             __________    __________

Cash flows from financing activities:   
  Repayment of long-term debt                   (4,549)      (19,990)
  Proceeds from the issuance of common stock    33,835        23,912
  Purchase of treasury shares                  (95,526)      (65,458)
                                             __________    __________
      Net cash used in financing activities    (66,240)      (61,536)
                                             __________    __________
   
Net decrease in cash                           (15,845)       (9,030)
Cash at beginning of period                     35,437        60,172
                                             __________    __________
Cash at end of period                          $19,592       $51,142
                                             ==========    ==========

Supplemental disclosure of cash flow 
 information:   
  Cash paid during the period for interest     $23,086       $26,082
  Cash paid during the period for income 
   taxes                                       $30,213       $32,749
   
</TABLE>
            


See accompanying notes to condensed consolidated financial statements.

                                   -5-

<PAGE> 6


                         VALASSIS COMMUNICATIONS, INC.
              Notes to Condensed Consolidated Financial Statements

1. BASIS OF PRESENTATION

    The accompanying unaudited condensed consolidated financial statements have
been prepared in accordance with generally accepted accounting principles for
interim financial information and with the instructions to Form 10-Q and Article
10 of Regulation S-X. Accordingly, they do not include all of the information
and footnotes required by generally accepted accounting principles for complete 
financial statements. In the opinion of management, the information contained 
herein reflects all adjustments necessary for a fair presentation of the 
information presented. All such adjustments are of a normal recurring nature. 
The results of operations for the interim periods are not necessarily 
indicative of results to be expected for the fiscal year. For further 
information, refer to the consolidated financial statements and footnotes 
thereto included in the Company's Annual Report on Form 10-K for the year ended 
December 31, 1997.

2. ACCOUNTING CHANGE

    During the quarter ended March 31, 1998, the Company changed its method of 
accounting for inventories from the last-in, first-out (LIFO) method to the 
first-in, first-out (FIFO) method. The Company believes the change is 
preferable because the FIFO method better reflects the economic reality of its 
inventory management practices and provides a better matching of current costs 
with revenues.

    The change in method of inventory costing has been applied retroactively.
Due to debit balance LIFO reserves and corresponding lower-of-cost-or-market 
reserves, the change had no effect on the balance sheet at December 31, 1997 or
the income statements for the quarter or nine-month period ended September 30, 
1997.

3. CONTINGENCIES

    The Company is involved in various claims and legal actions arising in the 
ordinary course of business. In the opinion of management, the ultimate 
disposition of these matters will not have a material adverse effect on the 
Company's financial position.

4. EARNINGS PER SHARE

    The Company adopted Statement of Financial Accounting Standards No. 128 
"Earnings per Share," effective for the annual period ending after December 15, 
1997. This standard revised the calculation of EPS and requires the Company to 
report diluted EPS in addition to basic EPS. Basic EPS is based on the average 
shares outstanding, while diluted EPS gives effect to all dilutive potential 
common shares outstanding.

5. COMPREHENSIVE INCOME

    The Company adopted Statement of Financial Accounting Standards No. 130, 
"Reporting Comprehensive Income," beginning January 1, 1998. The effect of this 
pronouncement is not material to the Company's financial statements.

                                  -6-

<PAGE> 7


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

Certain statements under the caption "Management's Discussion and Analysis of 
Financial Condition and Results of Operations," constitute "forward-looking 
statements" within the meaning of the Private Securities Litigation Reform Act 
of 1995. Such forward-looking statements involve known and unknown risks and 
uncertainties and other factors which may cause the actual results, performance 
or achievements to be materially different from any future results, performance 
or achievements expressed or implied by such forward-looking statements. Such 
factors include, among others, the following:  a new competitor in the Company's
core free-standing insert business and consequent price competition; an 
increase in the Company's paper costs, new technology that would make
free-standing inserts less attractive; a shift in customer preference for
different promotional materials, promotional strategies or coupon delivery 
modes, including in-store advertising systems and other forms of coupon 
delivery; the inability of material third parties upon which the Company 
relies to be year 2000 compliant in a timely manner; or general business and 
economic conditions.

Results of Operations

THREE MONTHS ENDED SEPTEMBER 30, 1998 AND SEPTEMBER 30, 1997

Total revenues rose nearly 9% for the quarter ended September 30, 1998 to 
$167.1 million from $153.5 million for the year-ago quarter. Free-standing 
insert (FSI) revenue rose 16.4% from $116.7 million for the three months ended 
September 30, 1997 to $135.8 million for the quarter ended September 30, 1998. 
This increase was attributable primarily to FSI industry page growth, as well 
as slightly higher market share and moderate price increases during the quarter.
Valassis Impact Promotions (VIP) revenue was down 4.1% to $21.0 million for the 
third quarter of 1998 compared to $21.9 million for the year-ago period.
Sampling revenues were down 22.6% to $2.4 million for the three months ended 
September 30, 1998. Sampling revenues do not track quarter to quarter and are 
typically lower in the second half of the year.  ROP revenue was down 46.2%
to $3.5 lmillion for the three months ended September 30, 1998 versus the year-
ago period, which was benefited by strong demand in the health and beauty 
category.

Although the gross profit margin was favorably impacted by the increase in FSI 
pages, paper cost increases led to a decline in margin from 36.3% to 35.7%. 
Third quarter 1998 paper costs were higher than second quarter 1998; however, 
the Company has already experienced a decrease in paper prices and expects 
average paper costs in 1999 to be lower than the average cost in 1998.

Selling, general and administrative expenses were down to $16.8 million for the 
quarter ended September 30, 1998, compared to $17.3 million for the quarter 
ended September 30, 1997. Management expects selling, general and administrative
expenses to remain at these levels for the remainder of the year.

Net earnings increased 11.8% from $17.8 million for the three months ended
September 30, 1997, to $19.9 million for the same period of 1998. This increase 
is primarily due to the strong quarter experienced by the FSI product. 

NINE MONTHS ENDED SEPTEMBER 30, 1998 AND SEPTEMBER 30, 1997

For the nine months ended September 30, 1998, total revenues increased 8.7% to 
$551.7 million from $507.7 million for the comparable period in 1997, primarily 
as a result of a 10.2% rise in FSI revenue from $388.2 million in the first 
nine months of 1997, to $427.8 million for the first nine months of 1998. The 
FSI increase is attributable to overall industry page growth, as well as 
slightly higher market share and moderate price increases. In addition, VIP 
experienced an 11.2% increase in sales during the nine-month period ended 
September 30, 1998 and is expected to exceed $100 million in revenue for the 
year. 

                                   -7-

<PAGE> 8

Also, Valassis Sampling revenue rose 72.7% for the nine months ended 
September 30, 1998 to $24.0 million, compared to $13.9 million for the nine
months ended September 30, 1997. Management expects growth in excess of 70% for 
this division in 1998. ROP sales were $9.3 million for the nine months ended
Setember 30, 1998, down 55.7% from the same period last year, which was
benefited by strong demand in the health and beauty category.  The Company does
not project the ROP division to be a growth area, but rather an additional
source offered to its customers.

The favorable impact of increased FSI volume and higher pricing was offset by
an increase in paper costs over last year. However, the Company believes that 
the effect of paper price increases peaked in the third quarter. The Company 
has already experienced paper price decreases and expects average paper costs 
to be down in 1999 versus 1998. Gross margin decreased from 35.5% for the first 
nine months of 1997, to 34.9% for the same period in 1998. 

Selling, general and administrative expenses were down 1.7% to $58.0 million, 
versus $59.0 million for the comparable prior-year period. The Company's 
results for the nine months ended September 30, 1998 includes a one-time charge
of $6.0 million related to the early retirement of the former CEO, and the 
results for the nine months ended September 30, 1997 includes a charge of $7.3 
million for a non-recurring special payment to certain VCI executives, funded by
Consolidated Press Holdings (CPH), the parent of the selling shareholder in
the Company's secondary offering that was completed in July 1997. SG&A would 
have increased 0.5% for the nine months ended September 30, 1998, versus the 
prior year period, without these one-time charges.  The effective tax rate 
was 38.2% for the nine months ended September 30, 1998, compared with 39.6%
for the same period in 1997. The effective tax rate decrease is the result of 
a portion of the special one-time charge in the nine months ended 
September 30, 1997, referred to above, being non-deductible.

Net earnings for the first nine months of 1998 were up 21.0% to $62.8 million,
versus $51.9 million for the same nine-month period last year. This earnings 
improvement is primarily the result of higher volumes and increased pricing in 
the FSI business. 

Financial Condition, Liquidity and Sources of Capital

Cash and cash equivalents totaled $19.6 million at September 30, 1998, down
$15.8 million from December 31, 1997. This was the result of cash provided by 
operating activities of $61.3 million, and cash used in investing activities 
and financing activities of $11.0 million and $66.2 million, respectively.

Cash flow from operating activities decreased from $63.6 million for the nine 
months ended September 30, 1997 to $61.3 million for the nine months ended 
September 30, 1998, despite an increase in earnings. This decrease was mainly 
due to changes in accounts receivable. The net receivable balance at 
December 31, 1996 was unusually high, leading to above average collections 
during the first half of 1997.

A portion of the Company's debt (which totaled $362.6 million as of 
September 30, 1998), in the amount of $107.7 million, will be due in March of 
1999. The Company is currently evaluating its options with respect to this 
current debt, including refinancing or retiring this debt. The Company also had 
the ability as of September 30, 1998 to incur $40.0 million of additional
indebtedness under its existing credit facility, and is currently in
negotiations to increase this amount.  During October 1998, the Company 
drew down $40 million under such credit facility and used the proceeds to retire
a portion of its public debt.

Management believes the Company will generate sufficient funds from operations
and will have sufficient lines of credit available to meet currently 
anticipated liquidity needs, including interest and required principal 
payments on indebtedness.

                                    -8-

<PAGE> 9

YEAR 2000 COMPLIANCE

The Year 2000 issue is the result of computer programs being written using two 
digits rather than four to define the applicable year. Any of the Company's 
computer programs that have date-sensitive software may recognize a date using 
"00" as the year 1900 rather than 2000. This problem could force computers to
either shut down or generate erroneous data or information.

In response to the Year 2000 issue, the Company has implemented a 
multi-faceted project plan, which covers both IT and non-IT systems.  This
plan encompasses three areas: (1) program modifications; (2) implementing new
financial software upgrades; and (3) testing readiness of vendors and 
customers.  Phases associated with the project plan are : identification and 
ranking of components of the Company's systems, equipment and suppliers that 
may be vulnerable to Year 2000 problems; assessment of those components; 
remediation or replacement of non-compliant systems and components; testing of
systems and components following remediation; and the development of 
contigency plans.

With regard to program modification and implementing new software upgrades, the 
Company is currently in the testing phase and expects to have all critical 
systems Year 2000 compliant by the end of 1998.  With regards to readiness of 
vendors and customers, the Company is currently in the assessment phase and 
plans to have testing completed by June 30, 1999. 

The Company's plans include the development of a full contigency plan.  The 
Company believes that by June 30, 1999, it will be able to fully determine its
most likely worst case scenarios and will have its contingency plans in place.
Potential sources of risk include the inability of suppliers (principally paper
suppliers) to be Year 2000 compliant in a timely manner, which would result
in delays in product deliveries from such suppliers, the disruption of the
distribution of the Company's products to the consumer, and disruption of the
Company's own production facilities as a result of general failure of necessary 
infrastructure such as electricity supply.
 
The Company estimates the total costs related to the implementation of the 
program modification plan and the financial software upgrade plan to be
approximately $400,000 and $300,000, respectively, which will be funded through 
operating cash flows. To date, expenses have totaled approximately $300,000 for 
program modifications and $30,000 for financial software upgrades.  It is not
possible to quantify the aggregate cost to the Company with respect to 
vendors, service providers and customers who fail to become Year 2000 compliant.



                                    -9-

<PAGE> 10                                   


Item 6.  Exhibits and Reports on Form 8-K

a. Exhibits

   The following exhibits are included herein:

   10.16(c) Amendment To Employment Agreement and Non-Qualified Stock Option
            Agreements of Alan F. Schultz dated September 15, 1998.

   10.32    Non-Qualified Stock Option Agreement of Richard N. Anderson dated 
            September 15, 1998.

   10.33    Non-Qualified Stock Option Agreement of Barry P. Hoffman dated
            September 15, 1998.

   10.34    Non-Qualified Stock Option Agreement of Robert L. Recchia dated
            September 15, 1998.

   10.35    Non-Qualified Stock Option Agreement of Alan F. Schultz dated
            September 15, 1998.      

   (27) Financial Data Schedule

b. Form 8-K

The Company did not file any current report on Form 8-K during the three months 
ended September 30, 1998.

                                     -10-

<PAGE> 11

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.



Dated:      November 11, 1998




                              Valassis Communications, Inc.
                                      (Registrant)




                              By:  \S\ROBERT L. RECCHIA
                                   ____________________
                                   Robert L. Recchia
                                   Executive Vice President - 
                                       Chief Financial Officer
                            

                              Signing on behalf of the Registrant and 
                              as principal financial officer.


                                 -11-


<TABLE> <S> <C>

<ARTICLE> 5
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                          DEC-31-1998
<PERIOD-START>                             JAN-01-1998
<PERIOD-END>                               SEP-30-1998
<CASH>                                           19592
<SECURITIES>                                         0
<RECEIVABLES>                                    95580
<ALLOWANCES>                                      1773
<INVENTORY>                                      29004
<CURRENT-ASSETS>                                153498
<PP&E>                                          156936
<DEPRECIATION>                                  111585
<TOTAL-ASSETS>                                  243456
<CURRENT-LIABILITIES>                           262198
<BONDS>                                         254925
                                0
                                          0
<COMMON>                                           458
<OTHER-SE>                                    (276440)
<TOTAL-LIABILITY-AND-EQUITY>                    243456
<SALES>                                         549824
<TOTAL-REVENUES>                                551682
<CGS>                                           359412
<TOTAL-COSTS>                                   359412
<OTHER-EXPENSES>                                 63367
<LOSS-PROVISION>                                   675
<INTEREST-EXPENSE>                               26532
<INCOME-PRETAX>                                 101696
<INCOME-TAX>                                     38875
<INCOME-CONTINUING>                              62821
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     62821
<EPS-PRIMARY>                                     1.60
<EPS-DILUTED>                                     1.58
        
        


</TABLE>

<PAGE> 14         



                          NON-QUALIFIED STOCK OPTION AGREEMENT
         
         
         
         
October 21, 1998
         
         
         
         
Mr. Richard N. Anderson
Executive Vice President of Manufacturing and Media 
Valassis Communications, Inc. 
19975 Victor Parkway
Livonia, MI  48152
         
Dear Dick: 
         
This Agreement confirms the grant of a Non-Qualified Stock Option 
to you effective as of September 15, 1998 (the "Effective Date') 
under the Valassis Communications, Inc. Amended and Restated 1992 
Long-Term Incentive Plan (the "Plan"), upon the following terms 
and conditions:
         
          1.  GRANT OF OPTION.  Pursuant to action of the 
Compensation/Stock Option Committee of the Board of Directors (the 
"Committee") under the Plan, Valassis Communications, Inc. (the 
"Company") hereby grants to you a Non-Qualified Stock Option 
(hereinafter called the "Option") to purchase, subject to the 
terms and conditions hereinafter set forth, an aggregate 100,000 
Common Shares of the Company at a per share purchase price equal to 
thirty-two and five-eighths dollars ($32.625) (the "Purchase 
Price").  The number of shares under the Option and the Purchase 
Price thereof shall be adjusted by the Committee, and you shall be 
entitled to such adjustment, upon the occurrence of any event 
described in Section 8 of the Plan.  An equitable adjustment shall 
be determined by the Committee in good faith.

          2.  TIMES OF EXERCISE AND TERM OF THE OPTION.  
              (a)Subject to Paragraph 3 hereof, the Option may not 
be exercised in any event for the first six months following the 
Effective Date.

              (b)Subject to Subsection 2(a) above, the Option shall 
become exercisable by you according to the vesting schedule set 
forth below at such time that the closing sales price per Common 
Share on the New York Stock Exchange is equal to or exceeds the 
following targets:

                                -14-

<PAGE> 15

October 21, 1998
Page 2


        Percentage of Shares Subject to
        OPTION THAT BECOME EXERCISABLE   FAIR MARKET VALUE TARGET

             33.333%                     $42.00
             33.333%                     $47.00
             33.334%                     $52.00


              (c) Notwithstanding Subsections 2(a) and 2(b) above, 
all Common Shares with respect to which the Option is not then 
exercisable shall be come fully exercisable upon (i) termination of 
your employment by the Company other than for Cause, as defined in 
your Employment Agreement; (ii) termination of your employment for 
Good Reason, as defined in your Employment Agreement; or (iii) a 
Change in Control.

              (d)If fewer than the number of Common Shares then 
available for purchase pursuant to the Option are purchased at any 
time under this Agreement, you may purchase the remaining Common 
Shares at any subsequent time during the term of the Option.  The 
Option shall expire in its entirety on the fourth anniversary of 
the Effective Date (the "Option Expiration Date") subject to 
earlier termination as hereinafter provided.  The Option shall not 
be exercised for fractional shares.  Notation of any partial 
exercise will be made by the Company on Schedule 1 hereto.
         
          3.  CERTAIN EXERCISE REQUIREMENTS.  The Option is 
exercisable by you only while you are in the employ of the Company 
or an Affiliate, except that:
         
              (a)Upon termination of your employment (i) by reason 
of death or Disability; or (ii) by the Company other than for 
Cause, the Option shall become immediately exercisable with respect 
to all Common Shares thereunder as of the date of such termination 
and shall be exercisable by you (or your beneficiary, in the case 
of your death) for a period of six months following the date of 
such termination, but in no event beyond the Option Expiration 
Date; and 

               (b)Upon termination of your employment by the 
Company for Cause, or by you, the Option, to the extent exercisable 
as of the date of such termination (taking into account any 
acceleration of exercisability under Paragraph 2(c)), shall be 
exercisable by you for a period of six months following the date of 
such termination, but in no event beyond the Option Expiration 
Date.          

          4.  METHOD OF EXERCISE AND PAYMENT.  Exercise of the Option shall 
be by written notice, in a form substantially as attached to this 
Agreement as Schedule A, delivered or mailed to the Secretary of 
the Company at its principal office specifying the number of Common 
Shares as to which the Option is being exercised and identifying 
the Option by date of grant.  Such notice shall be accompanied by 
the full amount of the Option exercise price for the Common

                                -15-

<PAGE> 16

October 21, 1998 
Page 3 

Shares to be purchased in cash or by certified check or by delivery 
of whole Common Shares owned by you ("Optionee Stock") in full or 
partial payment of the exercise price.  You will receive a credit 
against the purchase price of the Common Shares as to which the 
Option is being exercised equal to the Fair Market Value as defined 
in the Plan of such Optionee Stock as of the close of the business 
day immediately preceding the date of delivery of the notice of 
election to exercise the Option.  Any Common Shares of Optionee 
Stock being delivered must be accompanied by a duly executed 
assignment to the Company in blank or with stock powers attached, 
together with a written representation that such Common Shares of 
Optionee Stock are owned by you free and clear of all liens, claims 
and encumbrances and such other representations as the Company 
shall determine.  Only whole Common Shares of Optionee Stock with a 
Fair Market Value up to, but not exceeding, the Purchase Price of 
the Common Shares as to which the Option is being exercised will be 
accepted hereunder.  Delivery of the Common Shares of Optionee 
Stock may be made at the office of the Company or at the offices of 
the transfer agent appointed for the transfer of Common Shares of 
the Company.  The Committee may, in its discretion, refuse to 
accept any tendered payment in the form of Common Shares in which 
case it shall deliver the tender back to you and notify you of its 
refusal.  In order to preserve your rights under any Option, you 
must, within three business days after such notification, tender to 
the Company the cash or certified check required to pay for the 
Common Shares with respect to which such Option is being exercised.

It shall be a condition to the Company's obligation to deliver 
Common Shares upon exercise of any portion of the Option that you 
pay, or make provisions satisfactory to the Company for the payment 
of any taxes which the Company is obligated to withhold or collect 
with respect to such exercise or otherwise with respect to the 
Option.
         
          5.  SECURITIES LAW REQUIREMENTS.  The Company shall use 
its best efforts to register the Common Shares covered by this 
Agreement (including to qualify them for sale under any state law) 
under the Securities Act of 1933, as amended (the "Act"), unless 
the disposition thereof is exempt from the registration 
requirements of the Act.

          6.  INCORPORATION OF PLAN PROVISIONS.  This Agreement is 
made pursuant to the Valassis Communications Inc. Amended and 
Restated 1992 Long-Term Incentive Plan and is subject to all the 
terms and provisions of such Plan as if the same were fully set 
forth herein.  Capitalized terms not otherwise defined herein shall 
have the meanings set forth for such terms in the Plan.
         
           7.  SHAREHOLDER RIGHTS.  You shall not be, nor have any 
of the rights or privileges of, a holder of Common Shares in 
respect of any Common Shares purchasable upon the exercise of the 
Option, including any rights regarding voting or payment of 
dividends, unless and until a certificate representing such Shares 
has been delivered to you.


                                 -16-

<PAGE> 17


October 21, 1998
Page 4


         
          8.  MISCELLANEOUS.  This Agreement:  (a) shall be binding 
upon and inure to the benefit of any successor of the Company and 
your successors, assigns and estate, including your executors, 
administrators and trustees; (b) shall be governed by the laws of 
the State of Delaware and any applicable laws of the United States; 
and (c) may not be amended except in writing.

It is your intent and that of the Company that this Non-Qualified 
Stock Option is not classified as an Incentive Stock Option and 
that any ambiguities in construction shall be interpreted in order 
to effectuate such intent.
         

To confirm your acceptance of the foregoing, please sign and return 
this Agreement to Barry P. Hoffman, Secretary, Valassis 
Communications, Inc., 19975 Victor Parkway, Livonia, Michigan,  
48152.
         
         
                             VALASSIS COMMUNICATIONS, INC.
         
         
         
                             By:\s\Barry P. Hoffman   
                             ____________________________
                                                                              
            
         
         
AGREED:
         
         
\s\Richard N. Anderson
___________________________
Richard N. Anderson
         

Date: October 21, 1998
___________________________
         

                                  -17-



<PAGE> 18         



                         NON-QUALIFIED STOCK OPTION AGREEMENT
         
         
         
         
October 21, 1998
         
         
         
         
Mr. Barry P. Hoffman
Executive Vice President and General Counsel
Valassis Communications, Inc. 
19975 Victor Parkway
Livonia, MI  48152
         
Dear Barry: 
         
This Agreement confirms the grant of a Non-Qualified Stock Option 
to you effective as of September 15, 1998 (the "Effective Date") 
under the Valassis Communications, Inc. Amended and Restated 1992 
Long-Term Incentive Plan (the "Plan"), upon the following terms 
and conditions:
         
          1.  GRANT OF OPTION.  Pursuant to action of the 
Compensation/Stock Option Committee of the Board of Directors (the 
"Committee") under the Plan, Valassis Communications, Inc. (the 
"Company") hereby grants to you a Non-Qualified Stock Option 
(hereinafter called the "Option") to purchase, subject to the 
terms and conditions hereinafter set forth, an aggregate 100,000 
Common Shares of the Company at a per share purchase price equal to 
thirty-two and five-eighths dollars ($32.625) (the "Purchase 
Price").  The number of shares under the Option and the Purchase 
Price thereof shall be adjusted by the Committee, and you shall be 
entitled to such adjustment, upon the occurrence of any event 
described in Section 8 of the Plan.  An equitable adjustment shall 
be determined by the Committee in good faith.
         
          2.  TIMES OF EXERCISE AND TERM OF THE OPTION.  

              (a)Subject to Paragraph 3 hereof, the Option may not 
be exercised in any event for the first six months following the 
Effective Date.

              (b)Subject to Subsection 2(a) above, the Option shall 
become exercisable by you according to the vesting schedule set 
forth below at such time that the closing sales price per Common 
Share on the New York Stock Exchange is equal to or exceeds the 
following targets:


                                  -18-

<PAGE> 19

October 21, 1998
Page 2


Percentage of Shares Subject to 
OPTION THAT BECOME EXERCISABLE         FAIR MARKET VALUE TARGET

              33.333%                  $42.00
              33.333%                  $47.00
              33.334%                  $52.00


Notwithstanding Subsections 2(a) and 2(b) above, all Common Shares 
with respect to which the Option is not then exercisable shall be 
come fully exercisable upon (i) termination of your employment by 
the Company other than for Cause, as defined in your Employment 
Agreement; (ii) termination of your employment for Good Reason, as 
defined in your Employment Agreement; or (iii) a Change in Control.

If fewer than the number of Common Shares then available for 
purchase pursuant to the Option are purchased at any time under 
this Agreement, you may purchase the remaining Common Shares at any 
subsequent time during the term of the Option.  The Option shall 
expire in its entirety on the fourth anniversary of the Effective 
Date (the "Option Expiration Date") subject to earlier 
termination as hereinafter provided.  The Option shall not be 
exercised for fractional shares.  Notation of any partial exercise 
will be made by the Company on Schedule 1 hereto.

          3.  CERTAIN EXERCISE REQUIREMENTS.  The Option is 
exercisable by you only while you are in the employ of the Company 
or an Affiliate, except that:

Upon termination of your employment (i) by reason of death or 
Disability; or (ii) by the Company other than for Cause, the Option 
shall become immediately exercisable with respect to all Common 
Shares thereunder as of the date of such termination and shall be 
exercisable by you (or your beneficiary, in the case of your death) 
for a period of six months following the date of such termination, 
but in no event beyond the Option Expiration Date; and 

Upon termination of your employment by the Company for Cause, or by 
you, the Option, to the extent exercisable as of the date of such 
termination (taking into account any acceleration of exercisability 
under Paragraph 2(c)), shall be exercisable by you for a period of 
six months following the date of such termination, but in no event 
beyond the Option Expiration Date.

         4. METHOD OF EXERCISE AND PAYMENT.  Exercise of the Option 
shall be by written notice, in a form substantially as attached to 
this Agreement as Schedule A, delivered or mailed to the Secretary 
of the Company at its principal office specifying the number of 
Common Shares as to which the Option is being exercised and 
identifying the Option by date of grant.  Such notice shall be 
accompanied by the full amount of the Option exercise price for 
the Common Shares to be purchased in cash or by certified check or 
by delivery of whole Common Shares owned by you ("Optionee 
Stock") in full or partial payment of the exercise price.  You 
will receive a credit against the purchase price of the Common 


                                  -19-

<PAGE> 20

October 21, 1998
Page 3


Shares as to which the Option is being exercised equal to the Fair 
Market Value as defined in the Plan of such Optionee Stock as of 
the close of the business day immediately preceding the date of 
delivery of the notice of election to exercise the Option.  Any 
Common Shares of Optionee Stock being delivered must be accompanied 
by a duly executed assignment to the Company in blank or with stock 
powers attached, together with a written representation that such 
Common Shares of Optionee Stock are owned by you free and clear of 
all liens, claims and encumbrances and such other representations 
as the Company shall determine.  Only whole Common Shares of 
Optionee Stock with a Fair Market Value up to, but not exceeding, 
the Purchase Price of the Common Shares as to which the Option is 
being exercised will be accepted hereunder.  Delivery of the Common 
Shares of Optionee Stock may be made at the office of the Company 
or at the offices of the transfer agent appointed for the transfer 
of Common Shares of the Company.  The Committee may, in its 
discretion, refuse to accept any tendered payment in the form of 
Common Shares in which case it shall deliver the tender back to you 
and notify you of its refusal.  In order to preserve your rights 
under any Option, you must, within three business days after such 
notification, tender to the Company the cash or certified check 
required to pay for the Common Shares with respect to which such 
Option is being exercised.

It shall be a condition to the Company's obligation to deliver 
Common Shares upon exercise of any portion of the Option that you 
pay, or make provisions satisfactory to the Company for the payment 
of any taxes which the Company is obligated to withhold or collect 
with respect to such exercise or otherwise with respect to the 
Option.
         
          5.  SECURITIES LAW REQUIREMENTS.  The Company shall use 
its best efforts to register the Common Shares covered by this 
Agreement (including to qualify them for sale under any state law) 
under the Securities Act of 1933, as amended (the "Act"), unless 
the disposition thereof is exempt from the registration 
requirements of the Act.

          6.  INCORPORATION OF PLAN PROVISIONS.  This Agreement is 
made pursuant to the Valassis Communications Inc. Amended and 
Restated 1992 Long-Term Incentive Plan and is subject to all the 
terms and provisions of such Plan as if the same were fully set 
forth herein.  Capitalized terms not otherwise defined herein shall 
have the meanings set forth for such terms in the Plan.
         
          7.  SHAREHOLDER RIGHTS.  You shall not be, nor have any 
of the rights or privileges of, a holder of Common Shares in 
respect of any Common Shares purchasable upon the exercise of the 
Option, including any rights regarding voting or payment of 
dividends, unless and until a certificate representing such Shares 
has been delivered to you.


                                  -20-

<PAGE> 21



October 21, 1998
Page 4

         
          8.  MISCELLANEOUS.  This Agreement:  (a) shall be binding 
upon and inure to the benefit of any successor of the Company and 
your successors, assigns and estate, including your executors, 
administrators and trustees; (b) shall be governed by the laws of 
the State of Delaware and any applicable laws of the United States; 
and (c) may not be amended except in writing.

It is your intent and that of the Company that this Non-Qualified 
Stock Option is not classified as an Incentive Stock Option and 
that any ambiguities in construction shall be interpreted in order 
to effectuate such intent.
         

To confirm your acceptance of the foregoing, please sign and return 
this Agreement to Barry P. Hoffman, Secretary, Valassis 
Communications, Inc., 19975 Victor Parkway, Livonia, Michigan,  
48152.
         
         
                              VALASSIS COMMUNICATIONS, INC.
         
         
         
                               By:\s\Robert L. Recchia
                               _________________________________
             
         
         
AGREED:
         
         
\s\Barry P. Hoffman
______________________________
Barry P. Hoffman
    
     
Date: October 21, 1998
______________________________
         

                                    -21-


<PAGE> 22         



                        NON-QUALIFIED STOCK OPTION AGREEMENT
         
         
         
         
October 21, 1998
         
         
         
         
Mr. Robert L. Recchia
Executive Vice President and Chief Financial Officer
Valassis Communications, Inc. 
19975 Victor Parkway
Livonia, MI  48152
         
Dear Bob: 
         
This Agreement confirms the grant of a Non-Qualified Stock Option 
to you effective as of September 15, 1998 (the "Effective Date") 
under the Valassis Communications, Inc. Amended and Restated 1992 
Long-Term Incentive Plan (the "Plan"), upon the following terms 
and conditions:
         
          1.  GRANT OF OPTION.  Pursuant to action of the 
Compensation/Stock Option Committee of the Board of Directors (the 
"Committee") under the Plan, Valassis Communications, Inc. (the 
"Company") hereby grants to you a Non-Qualified Stock Option 
(hereinafter called the "Option") to purchase, subject to the 
terms and conditions hereinafter set forth, an aggregate 100,000 
Common Shares of the Company at a per share purchase price equal to 
thirty-two and five-eighths dollars ($32.625) (the "Purchase 
Price").  The number of shares under the Option and the Purchase 
Price thereof shall be adjusted by the Committee, and you shall be 
entitled to such adjustment, upon the occurrence of any event 
described in Section 8 of the Plan.  An equitable adjustment shall 
be determined by the Committee in good faith.
         
          2.  TIMES OF EXERCISE AND TERM OF THE OPTION.  

              (a)Subject to Paragraph 3 hereof, the Option may not 
be exercised in any event for the first six months following the 
Effective Date.

              (b)Subject to Subsection 2(a) above, the Option shall 
become exercisable by you according to the vesting schedule set 
forth below at such time that the closing sales price per Common 
Share on the New York Stock Exchange is equal to or exceeds the 
following targets:

                                  -22-

<PAGE> 23



October 21, 1998
Page 2


Percentage of Shares Subject to
OPTION THAT BECOME EXERCISABLE         FAIR MARKET VALUE TARGET

              33.333%                   $42.00
              33.333%                   $47.00
              33.334%                   $52.00


Notwithstanding Subsections 2(a) and 2(b) above, all Common Shares 
with respect to which the Option is not then exercisable shall be 
come fully exercisable upon (i) termination of your employment by 
the Company other than for Cause, as defined in your Employment 
Agreement; (ii) termination of your employment for Good Reason, as 
defined in your Employment Agreement; or (iii) a Change in Control.

If fewer than the number of Common Shares then available for 
purchase pursuant to the Option are purchased at any time under 
this Agreement, you may purchase the remaining Common Shares at any 
subsequent time during the term of the Option.  The Option shall 
expire in its entirety on the fourth anniversary of the Effective 
Date (the "Option Expiration Date") subject to earlier 
termination as hereinafter provided.  The Option shall not be 
exercised for fractional shares.  Notation of any partial exercise 
will be made by the Company on Schedule 1 hereto.

          3.  CERTAIN EXERCISE REQUIREMENTS.  The Option is 
exercisable by you only while you are in the employ of the Company 
or an Affiliate, except that:

Upon termination of your employment (i) by reason of death or 
Disability; or (ii) by the Company other than for Cause, the Option 
shall become immediately exercisable with respect to all Common 
Shares thereunder as of the date of such termination and shall be 
exercisable by you (or your beneficiary, in the case of your death) 
for a period of six months following the date of such termination, 
but in no event beyond the Option Expiration Date; and 

Upon termination of your employment by the Company for Cause, or by you, 
the Option, to the extent exercisable as of the date of such termination
(taking into account any acceleration of exercisability under Paragraph 
2(c)), shall be exercisable by you for a period of six months following the date
of such termination, but in no event beyond the Option Expiration Date.

4. METHOD OF EXERCISE AND PAYMENT.  Exercise of the Option shall 
be by written notice, in a form substantially as attached to 
this Agreement as Schedule A, delivered or mailed to the 
Secretary of the Company at its principal office specifying 
the number of Common Shares as to which the Option is being 
exercised and identifying the Option by date of grant.  Such 
notice shall be accompanied by the full amount of the Option 
exercise price for the Common Shares to be purchased in cash 
or by certified check or by delivery of whole Common Shares 
owned by you ("Optionee Stock") in full or partial payment of 
the exercise price.  You will receive a credit against the 
purchase price of the Common 


                                 -23-
<PAGE> 24


October 21, 1998
Page 3


Shares as to which the Option is being exercised equal to the Fair 
Market Value as defined in the Plan of such Optionee Stock as of 
the close of the business day immediately preceding the date of 
delivery of the notice of election to exercise the Option.  Any 
Common Shares of Optionee Stock being delivered must be accompanied 
by a duly executed assignment to the Company in blank or with stock 
powers attached, together with a written representation that such 
Common Shares of Optionee Stock are owned by you free and clear of 
all liens, claims and encumbrances and such other representations 
as the Company shall determine.  Only whole Common Shares of 
Optionee Stock with a Fair Market Value up to, but not exceeding, 
the Purchase Price of the Common Shares as to which the Option is 
being exercised will be accepted hereunder.  Delivery of the Common 
Shares of Optionee Stock may be made at the office of the Company 
or at the offices of the transfer agent appointed for the transfer 
of Common Shares of the Company.  The Committee may, in its 
discretion, refuse to accept any tendered payment in the form of 
Common Shares in which case it shall deliver the tender back to you 
and notify you of its refusal.  In order to preserve your rights 
under any Option, you must, within three business days after such 
notification, tender to the Company the cash or certified check 
required to pay for the Common Shares with respect to which such 
Option is being exercised.

It shall be a condition to the Company's obligation to deliver 
Common Shares upon exercise of any portion of the Option that you 
pay, or make provisions satisfactory to the Company for the payment 
of any taxes which the Company is obligated to withhold or collect 
with respect to such exercise or otherwise with respect to the 
Option.
         
          5.  SECURITIES LAW REQUIREMENTS.  The Company shall use 
its best efforts to register the Common Shares covered by this 
Agreement (including to qualify them for sale under any state law) 
under the Securities Act of 1933, as amended (the "Act"), unless 
the disposition thereof is exempt from the registration 
requirements of the Act.

          6.  INCORPORATION OF PLAN PROVISIONS.  This Agreement is 
made pursuant to the Valassis Communications Inc. Amended and 
Restated 1992 Long-Term Incentive Plan and is subject to all the 
terms and provisions of such Plan as if the same were fully set 
forth herein.  Capitalized terms not otherwise defined herein shall 
have the meanings set forth for such terms in the Plan.
         
          7.  SHAREHOLDER RIGHTS.  You shall not be, nor have any 
of the rights or privileges of, a holder of Common Shares in 
respect of any Common Shares purchasable upon the exercise of the 
Option, including any rights regarding voting or payment of 
dividends, unless and until a certificate representing such Shares 
has been delivered to you.
         



                                 -24-

<PAGE> 25

October 21, 1998
Page 4

          8.  MISCELLANEOUS.  This Agreement:  (a) shall be binding 
upon and inure to the benefit of any successor of the Company and 
your successors, assigns and estate, including your executors, 
administrators and trustees; (b) shall be governed by the laws of 
the State of Delaware and any applicable laws of the United States; 
and (c) may not be amended except in writing.

It is your intent and that of the Company that this Non-Qualified 
Stock Option is not classified as an Incentive Stock Option and 
that any ambiguities in construction shall be interpreted in order 
to effectuate such intent.         


To confirm your acceptance of the foregoing, please sign and return 
this Agreement to Barry P. Hoffman, Secretary, Valassis 
Communications, Inc., 19975 Victor Parkway, Livonia, Michigan,  
48152.
         
         
                              VALASSIS COMMUNICATIONS, INC.
         
         
         
                              By\s\ Barry P. Hoffman
                              _____________________________
             
         
         
AGREED:
         
         
\s\Robert L. Recchia
______________________________
Robert L. Recchia
    
     
Date: October 21,  1998
______________________________
             

                                 -25-





<PAGE> 26


                                     AMENDMENT 
                                        TO 
                               EMPLOYMENT AGREEMENT 
                                       AND
                         NON-QUALIFIED STOCK OPTION AGREEMENTS



       This AMENDMENT TO EMPLOYMENT AGREEMENT (the "Amendment") 
is made September 15, 1998 by and between Valassis 
Communications, Inc. (the "Corporation") and Alan F. Schultz 
(the "Executive).

       WHEREAS, the Corporation and the Executive entered into 
that certain Employment Agreement effective March 18, 1992, as 
amended January 3, 1995 and December 19, 1995  (the "Employment 
Agreement"); and

       WHEREAS, the Corporation entered into a NON-QUALIFIED 
STOCK OPTION AGREEMENT with the Executive effective March 18, 
1992, May 10, 1994 and December 8, 1997 (the "Option 
Agreements"); and 

       WHEREAS, the Corporation and the Executive desire to amend 
the Employment Agreement and the Option Agreements to extend the 
term of employment under the Employment Agreement and conform the 
Employment Agreement to certain revised terms as specifically 
amended herein.

       NOW THEREFORE, in consideration of the mutual covenants 
and promises contained herein, the parties hereby agree as 
follows:

       1. Section 1.(b) of the Employment Agreement shall be 
amended to read in its entirety as follows: 

          "The Employment Period shall commence as of the 
consummation date (the 	 "Effective Date") of the 
initial public offering of the common stock of the 
Corporation (the "IPO") and shall continue until the 
close of business on December 31, 2003."

       2. The first sentence of Section 3.(a) of the Employment 
Agreement shall be amended to read as follows:  

       "SALARY.  The Executive's Annual Base Salary 
("Annual Base Salary"), payable on a biweekly basis, 
shall be at the annual rate of not less than $550,000 
effective September 15, 1998."

       3. Section 3. of the Employment Agreement shall be amended 
to insert a new sub-section (h) to read in its entirety as 
follows:  



                                 -26-

<PAGE> 27

         "The Executive shall be eligible to receive for Fiscal 
Year (calendar) 1999 and for each fiscal year thereafter during 
the Employment Period up to 15,000 shares of the Corporation's 
Common Stock (the "Performance Restricted Stock Award") under 
the Valassis Communications, Inc. Executive Restricted Stock Plan 
adopted July 10, 1995 (the "Executive Restricted Stock Plan") 
on the following basis:  (i) If the Compensation/Stock Option 
Committee (the "Committee") determines that eighty percent 
(80%) or more of the applicable performance targets set by the 
Board of Directors for such fiscal year have been met, the 
Executive shall receive 7,500 shares; and (ii) if the Committee 
determines that one hundred fifteen percent (115%) or more of the 
applicable performance targets set by the Board of Directors for 
such fiscal year have been met, the Executive shall receive an 
additional 7,500 shares.  The disposition of such shares by the 
Executive shall be restricted for a period of one year and no 
longer.  Each Performance Restricted Stock Award shall be awarded 
to the Executive promptly after the end of the applicable fiscal 
year as soon as the Committee has determined that the applicable 
targets have been met but in no event later than sixty (60) days 
after the end of the applicable fiscal year." 

       4. Section 8.(b) of the Employment Agreement shall be 
amended to read in its entirety as follows:

         "COVENANT NOT TO COMPETE OR SOLICIT.  During the 
Employment Period, the Executive shall not offer or sell any 
products or services, including without limitation a free-
standing insert business directly competitive in any market with 
the business of the Corporation, nor shall he render services to 
any firm, person or corporation so competing with the 
Corporation, nor shall he have any interest, direct or indirect, 
in any business that is so competing with the business of the 
Corporation; provided, however, that ownership of five percent 
(5%) or less of any class of debt or equity securities which are 
publicly-traded security shall not be a violation of this 
covenant.  The foregoing provisions of this Section 8.(b) shall 
apply during the Severance Period, if any, so long as the 
Corporation fulfills its obligations to the Executive Section 5. 
and shall extend for an additional period of seven years (the 
"Mandatory Non-Competition Period") after the expiration of the 
Employment Period or the Severance Period, as the case may be, 
and the Corporation shall pay an amount to the Executive equal to 
Annual Base Salary in biweekly installments during each of the 
first three years of such Mandatory Non-Competition Period and an 
amount equal to one-half of Annual Base Salary during each of the 
last four years of such Mandatory Non-Competition Period.  So 
long as the Executive is employed hereunder and for any 
additional period of time described in the preceding sentences, 
the Executive shall not, directly or indirectly, (i) solicit any 
employee of the Corporation with a view to inducing or 
encouraging such employee to leave the employ of the Corporation 
for the purpose of being hired by the Executive or any employer 
affiliated with the Executive; or (ii) solicit, take away, 


                                -27-

<PAGE> 28


attempt to take away, or otherwise interfere with the 
Corporation's business relationships with any of its respective 
customers."    

       5. Section 2.(a) of the Employment Agreement shall be 
amended to read in its entirety as follows: 

         "(a) POSITION; LOCATION.  During the Employment Period, 
the Executive shall serve as the President and Chief Executive 
Officer of the Corporation and shall continue to have such 
authority, duties and responsibilities which shall be at least 
commensurate in all material respects with those held and 
exercised as of September 15, 1998 with the Corporation.  During 
the Employment Period, the Executive shall, without compensation 
other than that herein provided, also serve and continue to 
serve, if and when elected and re-elected as an officer or 
director, or both, of any subsidiary, affiliate or division of 
the Corporation.  The Executive's services shall be performed at 
the location where the Executive is currently employed or any 
office which is the headquarters of the Corporation and is not 
more than twenty-five miles from such location unless such 
requirement is waived by the Executive."

       6. All other terms of the Employment Agreement and the 
Option Agreements shall remain in full force and effect.


IN WITNESS WHEREOF, the Executive and the Corporation have caused 
this Agreement to be executed as of the day and year first above 
written.


                             VALASSIS COMMUNICATIONS, INC.

                             By:\s\ Barry P. Hoffman
                             ________________________________
                             Name: Barry P. Hoffman
                             ______________________________
                             Title: Secretary
                             ______________________________


                             \s\Alan F. Schultz
                             ____________________________________
                             Alan F. Schultz




                                 -28-






<PAGE> 29         



                        NON-QUALIFIED STOCK OPTION AGREEMENT
         
         
         
         
October 21, 1998
         
         
         
         
Mr. Alan F. Schultz
President and Chief Executive Officer
Valassis Communications, Inc. 
19975 Victor Parkway
Livonia, MI  48152
         
Dear Al: 
         
This Agreement confirms the grant of a Non-Qualified Stock Option 
to you effective as of September 15, 1998 (the "Effective Date") 
under the Valassis Communications, Inc. Amended and Restated 1992 
Long-Term Incentive Plan (the "Plan"), upon the following terms 
and conditions:
         
          1.  GRANT OF OPTION.  Pursuant to action of the 
Compensation/Stock Option Committee of the Board of Directors (the 
"Committee") under the Plan, Valassis Communications, Inc. (the 
"Company") hereby grants to you a Non-Qualified Stock Option 
(hereinafter called the "Option") to purchase, subject to the 
terms and conditions hereinafter set forth, an aggregate 250,000 
Common Shares of the Company at a per share purchase price equal to 
thirty-two and five-eighths dollars ($32.625) (the "Purchase 
Price").  The number of shares under the Option and the Purchase 
Price thereof shall be adjusted by the Committee, and you shall be 
entitled to such adjustment, upon the occurrence of any event 
described in Section 8 of the Plan.  An equitable adjustment shall 
be determined by the Committee in good faith.
         
          2.  TIMES OF EXERCISE AND TERM OF THE OPTION.  

              (a)Subject to Paragraph 3 hereof, the Option may not 
be exercised in any event for the first six months following the 
Effective Date.

              (b)Subject to Subsection 2(a) above, the Option shall 
become exercisable by you according to the vesting schedule set 
forth below at such time that the closing sales price per Common 
Share on the New York Stock Exchange is equal to or exceeds the 
following targets:

                                 -29-

<PAGE> 30

October 21, 1998
Page 2


Percentage of Shares Subject to
OPTION THAT BECOME EXERCISABLE          FAIR MARKET VALUE TARGET

              33.333%                    $42.00
              33.333%                    $47.00
              33.334%                    $52.00


Notwithstanding Subsections 2(a) and 2(b) above, all Common Shares 
with respect to which the Option is not then exercisable shall be 
come fully exercisable upon (i) termination of your employment by 
the Company other than for Cause, as defined in your Employment 
Agreement; (ii) termination of your employment for Good Reason, as 
defined in your Employment Agreement; or (iii) a Change in Control.

If fewer than the number of Common Shares then available for 
purchase pursuant to the Option are purchased at any time under 
this Agreement, you may purchase the remaining Common Shares at any 
subsequent time during the term of the Option.  The Option shall 
expire in its entirety on the fourth anniversary of the Effective 
Date (the "Option Expiration Date") subject to earlier 
termination as hereinafter provided.  The Option shall not be 
exercised for fractional shares.  Notation of any partial exercise 
will be made by the Company on Schedule 1 hereto.

          3.  CERTAIN EXERCISE REQUIREMENTS.  The Option is 
exercisable by you only while you are in the employ of the Company 
or an Affiliate, except that:

Upon termination of your employment (i) by reason of death or 
Disability; or (ii) by the Company other than for Cause, the Option 
shall become immediately exercisable with respect to all Common 
Shares thereunder as of the date of such termination and shall be 
exercisable by you (or your beneficiary, in the case of your death) 
for a period of six months following the date of such termination, 
but in no event beyond the Option Expiration Date; and 

Upon termination of your employment by the Company for Cause, or by 
you, the Option, to the extent exercisable as of the date of such 
termination (taking into account any acceleration of exercisability 
under Paragraph 2(c)), shall be exercisable by you for a period of 
six months following the date of such termination, but in no event 
beyond the Option Expiration Date. 

          4.  METHOD OF EXERCISE AND PAYMENT.  Exercise of the 
Option shall be by written notice, in a form substantially as 
attached to this Agreement as Schedule A, delivered or mailed to 
the Secretary of the Company at its principal office specifying the 
number of Common Shares as to which the Option is being exercised 
and identifying the Option by date of grant.  Such notice shall be 
accompanied by the full amount of the Option exercise price for 
the Common Shares to be purchased in cash or by certified check or 
by delivery of whole Common Shares owned by you ("Optionee 
Stock") in full or partial payment of the exercise price.  You 
will receive a credit against the purchase price of the Common 


                                 -30-

<PAGE> 31


October 21, 1998
Page 3

Shares as to which the Option is being exercised equal to the Fair 
Market Value as defined in the Plan of such Optionee Stock as of 
the close of the business day immediately preceding the date of 
delivery of the notice of election to exercise the Option.  Any 
Common Shares of Optionee Stock being delivered must be accompanied 
by a duly executed assignment to the Company in blank or with stock 
powers attached, together with a written representation that such 
Common Shares of Optionee Stock are owned by you free and clear of 
all liens, claims and encumbrances and such other representations 
as the Company shall determine.  Only whole Common Shares of 
Optionee Stock with a Fair Market Value up to, but not exceeding, 
the Purchase Price of the Common Shares as to which the Option is 
being exercised will be accepted hereunder.  Delivery of the Common 
Shares of Optionee Stock may be made at the office of the Company 
or at the offices of the transfer agent appointed for the transfer 
of Common Shares of the Company.  The Committee may, in its 
discretion, refuse to accept any tendered payment in the form of 
Common Shares in which case it shall deliver the tender back to you 
and notify you of its refusal.  In order to preserve your rights 
under any Option, you must, within three business days after such 
notification, tender to the Company the cash or certified check 
required to pay for the Common Shares with respect to which such 
Option is being exercised.

It shall be a condition to the Company's obligation to deliver 
Common Shares upon exercise of any portion of the Option that you 
pay, or make provisions satisfactory to the Company for the payment 
of any taxes which the Company is obligated to withhold or collect 
with respect to such exercise or otherwise with respect to the 
Option.
         
          5.  SECURITIES LAW REQUIREMENTS.  The Company shall use 
its best efforts to register the Common Shares covered by this 
Agreement (including to qualify them for sale under any state law) 
under the Securities Act of 1933, as amended (the "Act"), unless 
the disposition thereof is exempt from the registration 
requirements of the Act.

          6.  INCORPORATION OF PLAN PROVISIONS.  This Agreement is 
made pursuant to the Valassis Communications Inc. Amended and 
Restated 1992 Long-Term Incentive Plan and is subject to all the 
terms and provisions of such Plan as if the same were fully set 
forth herein.  Capitalized terms not otherwise defined herein shall 
have the meanings set forth for such terms in the Plan.
         
            7.  SHAREHOLDER RIGHTS.  You shall not be, nor have any 
of the rights or privileges of, a holder of Common Shares in 
respect of any Common Shares purchasable upon the exercise of the 
Option, including any rights regarding voting or payment of 
dividends, unless and until a 
certificate representing such Shares has been delivered to you.

           8.  MISCELLANEOUS.  This Agreement:  (a) shall be 
binding upon and inure to the benefit of any successor of the 
Company and your successors, assigns and estate, including your 
executors, administrators and trustees; (b) shall be governed by 

                                 -31-

<PAGE> 32



October 21, 1998
Page 4


the laws of the State of Delaware and any applicable laws of the 
United States; and (c) may not be amended except in writing.

It is your intent and that of the Company that this Non-Qualified 
Stock Option is not classified as an Incentive Stock Option and 
that any ambiguities in construction shall be interpreted in order 
to effectuate such intent.
         

To confirm your acceptance of the foregoing, please sign and return 
this Agreement to Barry P. Hoffman, Secretary, Valassis 
Communications, Inc., 19975 Victor Parkway, Livonia, Michigan, 
48152.
         
         
                              VALASSIS COMMUNICATIONS, INC.
         
         
         
                              By: \s\Barry P. Hoffman                

                             ____________________________
         
         
         
AGREED:
         
         
\s\Alan F. Schultz
______________________________
Alan F. Schultz
    
     
Date: October 21, 1998
______________________________
         

                                    -32-



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