CONCEPTS DIRECT INC
10-Q, 1996-08-13
CATALOG & MAIL-ORDER HOUSES
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FORM 10-Q

SECURITIES & EXCHANGE COMMISSION

Washington, D.C. 20549

(Mark One)

[X]	QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
	SECURITIES EXCHANGE ACT OF 1934

        For the quarterly period ended June 30, 1996

	OR

[ ]	TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
	SECURITIES AND EXCHANGE ACT OF 1934

For the transition period from              to

Commission file number           0-20680

	                   Concepts Direct, Inc.
	(Exact name of registrant as specified in its charter)

	     Delaware                                  52-1781893
     (State or other jurisdiction                   (I.R.S. employer
   of incorporation or organization)               identification No.)

	   1351 South Sunset Street, Longmont, CO 80501
	(Address of principal executive offices, Zip Code)

	                    (303)772-9171
	(Registrant's telephone number, including area code)

Indicate by check mark whether the registrant (1) has filed all reports
required to be filed by Section 13 or 15(d) of the Securities Exchange Act
of 1934 during the preceding 12 months (or for such shorter period that the
registrant was required to file such reports), and (2) has been subject to
such filing requirements for the past 90 days.

Yes   X    No

As of July 15, 1996, 2,120,108 shares of Common Stock, $.10 par value, were
outstanding.


CONCEPTS DIRECT, INC.
FORM 10-Q
INDEX

  PART I.  FINANCIAL INFORMATION

    Item 1.  Financial Statements:

	Balance Sheets as of June 30, 1996 and December 31, 1995

	Statements of Operations for the three and six months ended
		June 30, 1996 and June 30, 1995

	Statements of Cash Flows for the six months ended June 30, 1996
	        and June 30, 1995

	Notes to Financial Statements

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

  PART II.  OTHER INFORMATION

    Item 4.  Submission of matters to a vote of Security Holders
    Item 6.  Exhibits and reports on Form 8-K


PART I.  FINANCIAL INFORMATION

Item 1.  Financial Statements:

CONCEPTS DIRECT, INC.
Balance Sheets
(Unaudited)
                                                     June 30,     December 31,
ASSETS					              1996            1995
                                                     ------          ------
Current assets
  Cash and cash equivalents                       $ 3,288,594     $ 3,324,838
  Accounts receivable, less allowances                133,963         108,102
  Deferred advertising costs                        2,183,305       2,207,244
  Inventories, less allowances                      2,072,516       2,798,878
  Prepaid expenses and other                          375,686         283,254
  Income taxes receivable                              10,958             ---
                                                  -----------    ------------
    Total current assets                            8,065,022       8,722,316

Property and equipment, net                           928,467         994,744

Other assets                                          274,342         206,768
                                                  -----------     -----------
    TOTAL ASSETS                                  $ 9,267,831     $ 9,923,828
                                                  ===========     ===========

LIABILITIES AND STOCKHOLDERS' EQUITY

Current liabilities
  Accounts payable                                $ 2,905,626     $ 3,107,174
  Current maturities of lease obligations              89,035          87,275
  Accrued employee compensation                       470,655         638,943
  Customer liabilities                                707,623         908,264
  Current and deferred income taxes payable               ---          90,925
                                                  -----------     -----------
    Total current liabilities                       4,172,939       4,832,581

Lease obligations                                      17,978          67,493

Stockholders' equity
    Common Stock, $.10 par value, authorized
      6,000,000 shares, issued and outstanding
      2,120,108 and 2,116,441 shares, respectively    212,011         211,644
    Additional paid-in capital                      4,373,400       4,366,633
    Retained earnings                                 491,503         445,477
                                                  -----------     -----------
    Total stockholders' equity                      5,076,914       5,023,754
                                                  -----------     -----------
    TOTAL LIABILITIES AND STOCKHOLDERS' EQUITY     $9,267,831      $9,923,828
                                                  ===========     ===========

See notes to financial statements.


CONCEPTS DIRECT, INC.
Statements of Operations
(Unaudited)                        Three Months Ended      Six Months Ended
                                      June 30,                 June 30,
                                 -------------------       ----------------
                                  1996        1995        1996         1995
                                 ------      ------      ------       ------

Net sales                     $9,000,393  $9,491,387  $20,584,357  $17,591,459

Operating costs and expenses:
  Cost of product and
    delivery                   4,907,287   4,529,711   10,848,633    8,680,747
  Selling, general and
    administrative             4,437,440   4,769,606    9,817,336    8,427,451
                              ----------  ----------  -----------  -----------
Total operating costs
  and expenses                 9,344,727   9,299,317   20,665,969   17,108,198
                              ----------  ----------  -----------  -----------
Income (loss) from
  operations                    (344,334)    192,070      (81,612)     483,261

Other income, net                 34,591      79,882      146,638      140,368
                              ----------  ----------  -----------  -----------
Income (loss) before
  income taxes                  (309,743)    271,952       65,026      623,629

Provision (credit) for
  income taxes	                 (90,000      95,000       19,000      218,000
                              ----------  ----------  -----------  -----------
Net income (loss)              $(219,743)   $176,952      $46,026     $405,629
                              ==========  ==========  ===========  ===========
Net earnings (loss) per
  common share                    $(0.10)      $0.08        $0.02        $0.18
                              ==========  ==========  ===========  ===========
Weighted average number of
  common shares and common
  share equivalents
  outstanding                  2,220,726   2,195,519    2,220,896    2,194,190


See notes to financial statements.

CONCEPTS DIRECT, INC.                                    Six Months Ended
Statements of Cash Flows                                      June 30,
(Unaudited)                                             1996            1995
                                                       ------          ------
OPERATING ACTIVITIES
Net Imcome                                           $   46,026    $  405,629
  Adjustments to reconcile net income to net
    cash provided from (used in) operations:
      Provision (credit) for losses on
        accounts receivable                              13,000        (6,130)
      Provision (credit) for losses in
        inventory values                                (37,446)      210,655
      Depreciation and amortization                     248,595       208,532
      Current and deferred income taxes	               (101,883)      204,925
      Changes in operating assets and
        liabilities:
      Accounts receivable                               (38,861)      148,257
      Deferred advertising costs                         23,939    (1,478,861)
      Inventories                                       763,808      (621,905)
      Prepaid expenses and other                        (92,432)      (77,423)
      Accounts payable	                               (201,548)     (162,351)
      Accrued employee compensation                    (168,288)       (1,492)
      Customer liabilities                             (200,641)      185,267
                                                     ----------    ----------
NET CASH PROVIDED BY (USED IN) OPERATING ACTIVITIES     254,269      (984,897)

INVESTING ACTIVITIES
  Purchases of property and equipment                  (182,318)     (183,108)
  Other investing activities                            (67,574)       27,159
                                                     ----------    ----------
NET CASH USED IN INVESTING ACTIVITIES                  (249,892)     (155,949)

FINANCING ACTIVITIES
  Principal payments of lease obligations               (47,755)      (41,259)
  Issuance of common stock                                7,134         2,310
                                                     ----------    ----------
NET CASH USED IN FINANCING ACTIVITIES                   (40,621)      (38,949)

DECREASE IN CASH AND CASH EQUIVALENTS                   (36,244)   (1,179,795)
                                                     ----------    ----------
Cash and cash equivalents at beginning of period      3,324,838     3,338,015

Cash and cash equivalents at end of period           $3,288,594    $2,158,220
                                                     ==========    ==========

See notes to financial statements.


CONCEPTS DIRECT, INC.
Notes to Financial Statements
(Unaudited)

   Note 1.  Accounting Policies

   The Company's unaudited interim financial statements have been
   prepared by the Company in accordance with generally accepted
   accounting principles for interim financial reporting and the
   regulations of the Securities and Exchange Commission in regard to
   quarterly reporting.  Accordingly, they do not include all
   information and footnotes required by generally accepted accounting
   principles for complete financial statements.  In the opinion of the
   Company, the statements include all adjustments, consisting only of
   normal recurring adjustments, which are necessary for a fair
   presentation of the financial position, results of operations and
   cash flows for the interim periods.  Operating results for the six
   month period ended June 30, 1996 are not necessarily indicative of
   the results that may be expected for the year ending December 31,
   1996.  Seasonal fluctuations in sales of the Company's products
   result primarily from the purchasing patterns of the individual
   consumer during the Christmas holiday season.  These patterns tend to
   moderately concentrate sales in the latter half of the year,
   particularly in the fourth quarter.  For further information refer to
   the financial statements and footnotes thereto included in the
   Company's annual report on Form 10-K for the year ended December 31,
   1995.


   Note 2.  Commitments

   On March 20, 1996, the Company entered into a purchase agreement to buy
   approximately 133 acres of undeveloped land near the Company's offices
   for approximately $1,100,000.  The agreement is subject to a number of
   contingencies which allow the Company to terminate the agreement.  If
   the purchase is finalized, the Company intends to use a portion of this
   land for a new facility, hold some of the land for expansion and attempt
   to sell most of the remaining acreage to other parties.

   The lease of the Company's current facility at 1351 South Sunset Street,
   Longmont, Colorado expires on August 31, 1997.


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

   RESULTS OF OPERATIONS AND FINANCIAL CONDITION

   The Company's sales increased 17% for the six month period ended June
   30, 1996 as compared to the same period in 1995 and decreased 5% for the
   second quarter of 1996 as compared to the same period in 1995. The
   increase in sales for the six month period resulted primarily  from the
   distribution of a greater number of catalogs and other advertising
   media, increased page count of the catalogs and number of products
   offered primarily in the first quarter of 1996 as compared to the same
   period of 1995.  The decrease on a quarterly basis primarily related to
   the distribution of  smaller number of  catalogs and other advertising
   media and lower than anticipated advertising response rates in the
   second quarter of  1996 as compared to the same period in 1995.  Fewer
   catalogs were mailed because of increased costs of mailing, primarily
   paper costs which were up in excess of 25% in the second quarter of 1996
   as compared to the second quarter of 1995.  Increased costs also led to
   a decrease in the number of names that could be mailed on a cost
   effective basis. Cost of product and delivery for the six month period
   ended June 30th increased as a percentage of sales from 49% in 1995 to
   53% in 1996 and increased from 48% in the second quarter of 1995 to 55%
   for the second quarter of 1996.  These increases occurred primarily
   because of increased sales of gift and general merchandise products
   which have lower margins and lower sales over which to spread fixed
   costs. Selling, general and administrative costs as a percentage of
   sales were 48% for the first six months of 1995 and 1996, respectively,
   and decreased from 50% for the second quarter of 1995 to 49% for the
   same period in 1996.  The slight decrease in the second quarter
   primarily resulted from the decrease in the number of advertising pieces
   distributed as compared to the same quarter of 1995. The Company had a
   loss from operations of $82,000 for the six month period ended June 30,
   1996 as compared to income from operations of $483,000 for the same
   period in 1995.  The Company had a loss from operations of $344,000 for
   the second quarter of  1996 as compared to income from operations of
   $192,000 for the same period of 1995.  Other income was $147,000 for the
   six month period ended June 30, 1996 as compared to $140,000 for the
   same period in 1995.  Other income for the second quarter of 1996 was
   $35,000 as compared to $80,000 for the same period in 1995.  Other
   income in the second quarter of 1995 primarily related to a reduction in
   reserve for expenses of the merger transaction with Neodata Corporation
   in September 1992. The provision for income taxes was $19,000 and
   $218,000 for the six month periods ended June 30, 1996 and 1995,
   respectively.  The Company had a credit for income taxes of  $90,000 for
   the quarter ended June 30, 1996 and had a provision for income taxes of
   $95,000 for the same period in 1995.  The provision and credit for
   income taxes for 1996 reflects the 29% income tax rate that management
   anticipates for the year. The Company had net income of $46,000 or $0.02
   per share for the first six months of 1996 as compared to $406,000 or
   $0.18 per share for the same period in 1995.  The Company had a loss of
   $220,000 or $0.10 per share for the second quarter of 1996 as compared
   to net income of $177,000 or $0.08 per share for the same period in
   1996.

   LIQUIDITY AND CAPITAL RESOURCES

   During the six month period ended June 30, 1996, cash and cash
   equivalents decreased by $36,000.  Activity in several significant areas
   had the greatest impact on cash and cash equivalents as described below.
   Decreased sales of products and the issuance of  a smaller number of
   catalogs and other advertising media particularly during the second
   quarter of 1996 were the primary reasons for the  decrease of
   inventories of $764,000, decrease of accounts payable of $202,000 and
   decrease of customer liabilities ( primarily unshipped customer orders
   and anticipated future customer warranty costs and product returns) by
   $201,000.   The Company also purchased $182,000 of property and
   equipment primarily related to production of the increased sales. The
   Company had $3,289,000 of unencumbered cash and cash equivalents at June
   30, 1996.  Management believes that results of operations, continued
   operational planning review plus current cash balances will produce
   funds necessary to meet its anticipated working capital requirements for
   the current year.

   Certain statements included in this discussion are not based on
   historical facts, but are forward-looking statements that are based upon
   a number of  assumptions concerning future conditions that may
   ultimately prove to be inaccurate.  Actual events and results may
   materially differ from anticipated results described in such statements.
   The Company's ability to achieve such results is subject to certain
   risks and uncertainties, including, but not limited to, changes in paper
   costs, product mix offered for sale, effective performance of customer
   service and order fulfillment software, adverse changes in the Company's
   customers response to advertising offers, competitive factors, continued
   availability of product and capital, and economic and other factors
   affecting the Company's business beyond the Company's control.


PART II. OTHER INFORMATION

Item 4. Submission of Matters to a Vote of Security Holders.

  (a)	The annual meeting of the Company's shareholders was held
	on April 18, 1996.

  (b)	At such annual meeting, the shareholders of the Company
        elected Phillip A. Wiland, Michael T. Buoncristiano, Robert L.
        Burrus, Jr., Stephen R. Polk and Phillip D. White as directors for
        one-year terms.  The elections were approved by the following votes:

                Directors                     For           Withheld

                Phillip A. Wiland           2,019,602         5,400
                Michael T. Buoncristiano    2,022,452         2,550
                Robert L. Burrus, Jr.       2,022,452         2,550
                Stephen R. Polk             2,022,452         2,550
                Phillip D. White            2,022,452         2,550

  (c)   At such annual meeting, the shareholders of the Company  ratified
        the election of Ernst & Young LLP as the independent public
        accountants for the Company for the fiscal year ended December 31,
        1996.  The ratification of Ernst & Young LLP was approved by the
        following votes:

                For               2,022,202
                Against                 200
                Abstain               2,600
                Broker Non-Votes          0

Item 6. Exhibits and Reports on Form 8-K

    (a)  Exhibits:

	Documents filed as part of this report:

        1.  First amendment to Purchase and Sale Agreement dated March 20,
        1996 between registrant and Richard B. Norton.  The original Purchase
        and Sale Agreement was previously filed as Exhibit 1 to Concepts
        Direct, Inc.'s Quarterly Report on Form 10-Q for the quarter ended
        March 31, 1996.

        2.  Amendment dated May 16, 1996 to Lease dated March 17, 1992
        between registrant and Pratt Partnership.  This lease was previously
        filed as Exhibit 2 to Wiland Services, Inc.'s Quarterly Report on
        Form 10-Q for the Quarter ended March 31, 1992.  (Wiland Services,
        Inc.'s Reporting Number is 0-12967.)

        Registrant hereby agrees to furnish the Commission, upon request,
        with instruments defining the rights of holders of long-term debt of
        the registrant.

    (b)	 Reports on Form 8-K

        There were no reports on Form 8-K for the fiscal quarter ended June
        30, 1996.


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.

CONCEPTS DIRECT, INC.
(registrant)

Date:	August 12, 1996         By: 	Phillip A. Wiland
				        Chief Executive Officer

Date:	August 12, 1996         By:     H. Franklin Marcus, Jr.
					Chief Financial and
					  Accounting Officer



FIRST AMENDMENT TO PURCHASE AND SALE AGREEMENT

THIS FIRST AMENDMENT TO THE REAL ESTATE CONTRACT AND PURCHASE AND SALE
AGREEMENT (hereinafter the "Agreement") is made as of the day of May
1996, by and between RICHARD B. NORTON ("Seller") and CONCEPTS DIRECT,
INC., a Delaware corporation, its assignees, designees or nominees
("Purchaser"). RECITALS

A. Seller and Purchaser entered into a Real Estate Contract and Purchase
and Sale Agreement as of the 20th day of March 1996 (the "Agreement")
regarding the sale of Seller's  Property to Purchaser.

B. Said Agreement is a valid, binding legal agreement between the Seller
and Purchaser and neither party to said Agreement is in default under
any terms of the Agreement.

C. Purchaser and Seller have agreed on Purchaser's right to rezone the
Property and both parties have determined that additional time may be
necessary for the proposed rezoning.

D. Seller and Purchaser desire to enter into this First Amendment to
permit a further extension of the Closing date to permit the intended
rezoning of the Property and necessary agency approvals and to
memorialize their agreement on the proposed zoning of the Property.

AGREEMENT

In consideration of the Deposit, the premises, and the mutual benefits
to be derived by Seller and Purchaser under the terms of the Agreement,
as herein amended, the parties hereto agree as follows:

1. Paragraph 10.16 (Rezoning Period) of the Agreement provides that
Purchaser and Seller shall agree within ten (10) days of the effective
date of the Agreement as to what zoning category and what alternative
uses Seller desires that Purchaser include in the proposed rezoning.
Seller and Purchaser agreed on March 26, 1996 that Purchaser had
Seller's consent to rezone the Property from its current agricultural
zoning district to a zoning district that permits the development of
commercial, office, retail and/or industrial uses or any combination
thereof and with such uses as may be selected by Purchaser in
Purchaser's sole and absolute discretion.

Seller further acknowledges and agrees that Purchaser shall have full
and complete authority and discretion to file a rezoning request and to
enter into any agreements, including, but not limited to, an annexation
agreement that Purchaser deems necessary with the City of Longmont,
Colorado in order to permit Purchaser to develop the Property as desired
by Purchaser, provided, however, Seller shall not incur any expense or
liability in connection therewith.  Purchaser agrees to include the
approximately 6.7+ acres to be retained by Seller in Purchaser's zoning
and/or annexation requests at no cost to Seller, with zoning for said
6.7 acres as is approved in writing by Seller.  Purchaser agrees to hold
Seller harmless and indemnify Seller from any costs, claims, damages,
including, but not limited to, any of Seller's reasonable attorney's
fees incurred in defending any such costs, claims or damages incurred by
Seller caused by any such rezoning, annexation agreements or other
agreements made by Purchaser with the City of Longmont, Colorado that
impact the Property, or in enforcing the hold harmless and
indemnification agreement.

Notwithstanding the above hold harmless and indemnification agreement
made by Purchaser to Seller, Purchaser further agrees that it shall not
agree or consent to the recording by the City of Longmont, Colorado of
the final zoning approval or the annexation agreement among the land
records without the advance written consent of Seller, or until after
Settlement and Closing on the Property has occurred, the intent being
that no zoning or annexation shall be finalized until Closing occurs
unless Seller agrees in advance in writing.  Seller's signing of the
request for annexation and Seller's signing of the request for rezoning
shall not be deemed to be Seller' s advance written approval of said
request being finalized prior to Closing.  If for any reason this
transaction does not close, zoning and annexation shall only be
finalized if Seller agrees thereto in writing after termination of this
contract.

Seller agrees to promptly sign, without cost or charge to Purchaser, any
such rezoning requests, annexation requests or other agreements or
requests to the City of Longmont upon written request of Purchaser,
provided, however, Seller shall not incur any expense or liability in
connection therewith.

2. The Closing date, as provided for in paragraph 6.1 of the Agreement
shall be extended up to a maximum of ninety (90) days to December 1,
1996, only in the event of the Purchasers' inability to secure necessary
governmental entity or agency approvals, such as zoning, or other
relevant approvals required for development of the land by September 1,
1996.  In such event, Purchaser shall increase the Deposit by an
additional $25,000 on or before September 1, 1996.  Said sum shall be
nonrefundable and immediately useable by Seller.  In addition, the
provisions of paragraph 2.1 regarding increases in the Purchase Price
for each day the Closing is delayed past June 1, 1996 shall continue to
apply in the event of such extension.

3. Purchaser agrees to take no action, or omit to take any action which
would have the affect of isolating Seller's 6.7+ acres from utility
access, easements or service abutting such 6.7+ property

4. Seller and Purchaser agree that said Real Estate Contract and
Purchaser and Sale Agreement, as amended herein, is a valid and legally
binding contract between Seller and Purchaser and neither party is in
default under the terms of said Agreement and furthermore, if either
party is in technical default, the other party hereby irrevocably waives
such default and the Agreement, as amended, is and remains valid and in
full force and effect.

5. All other words, provisions and requirements of the Agreement shall
remain as originally written unless modified herein. 	Notwithstanding
the above, the terms, provisions and intent of this First Amendment
shall prevail in the event of any conflict of terms or intent as
expressed in this First Amendment when compared to the terms of the
original Agreement.

SELLER:

BY:	Richard B. Norton (Seal)


PURCHASER:

CONCEPTS DIRECT, INC., a Delaware Corporation
BY:	Phillip A. Wiland, Chairman (Seal)



ADDENDUM TO LEASE AGREEMENT

This Addendum is made this 16th day of May, 1996, by and between Pratt
Management Company, LLC, a Colorado limited liability company,
(hereinafter referred to as "Landlord") and Concepts Direct, Inc., a
Delaware corporation, (hereinafter referred to as "Tenant").

WITNESSETH:

WHEREAS, the parties hereto entered into that certain Lease Agreement
(hereinafter referred to as "Lease") dated the 17th day of March, 1992,
for property commonly known as: 1351 S. Sunset, Longmont, CO.

NOW THEREFORE, in consideration of good and valuable consideration,
including the mutual covenants hereinafter set forth, the parties hereto
agree to amend the above-described Lease as follows:

1. Extension of Term. The term of the Lease Agreement is hereby extended
from the 1st day of May, 1997 to the 31st day of August, 1997.

2. Adjustment of Base Rent. Pursuant to Paragraph 5.B of the Lease, the
Base Rent of $37,559.12 per month shall be increased by any increase in
the C.P.I., effective May 1, 1997.

3. Confirmation of Lease Agreement.  Except as amended herein, the Lease
shall remain in full force and effect as originally executed.

IN WITNESS WHEREOF, the parties hereto have executed this Addendum as of
this date first written above.


LANDLORD:

PRATT MANAGEMENT CO., LLC
BY:	Martin W. McElwain, Manager


TENANT:

CONCEPTS DIRECT, INC.
BY:	H. Franklin Marcus, Jr., Secretary-Treasurer





<TABLE> <S> <C>

<ARTICLE> 5
<CIK> 0000891035
<NAME> CONCEPTS DIRECT, INC.
       
<S>                                       <C>                     <C>
<PERIOD-TYPE>                            3-MOS                   6-MOS
<FISCAL-YEAR-END>                          DEC-31-1996             DEC-31-1996
<PERIOD-START>                             APR-01-1996             JAN-01-1996
<PERIOD-END>                               JUN-30-1996             JUN-30-1996
<CASH>                                       3,288,594               3,288,594
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                                0                       0
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<TOTAL-COSTS>                                9,344,727              20,665,969
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<INCOME-PRETAX>                              (309,743)                  65,026
<INCOME-TAX>                                  (90,000)                  19,000
<INCOME-CONTINUING>                          (219,743)                  46,026
<DISCONTINUED>                                       0                       0
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