DETOUR MAGAZINE INC
10QSB, 1997-11-17
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             U.S. SECURITIES AND EXCHANGE COMMISSION
                      WASHINGTON, D.C. 20549


                           Form 10-QSB

                      Quarterly Report Under
                the Securities Exchange Act of 1934

               For Quarter Ended:  September 30, 1997

                 Commission File Number:  0-25388



                       DETOUR MAGAZINE, INC.
 (Exact name of small business issuer as specified in its charter)



                             Colorado
   (State or other jurisdiction of incorporation or organization)

                            84-1156459
                (IRS Employer Identification No.)

                    6855 Santa Monica Boulevard
                            Suite 400
                      Los Angeles, California
             (Address of principal executive offices)

                              90038
                           (Zip Code)

                         (213) 469-9444
                  (Issuer's Telephone Number)


Check whether the issuer (1) filed all reports required to be filed
by Section 13 or 15(d) of the Securities Exchange Act of 1934
during the past 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 ____.

The number of shares of the registrant's only class of common stock
issued and outstanding, as of September 30, 1997, was 5,000,000
shares.




<PAGE>

                             PART I


ITEM 1.   FINANCIAL STATEMENTS.

     The unaudited financial statements for the nine month period
ended September 30, 1997, are attached hereto.

ITEM 2.   MANAGEMENT'S DISCUSSION AND ANALYSIS OF
          FINANCIAL CONDITION AND RESULTS OF OPERATIONS

     The following discussion should be read in conjunction with
the Financial Statements and notes thereto included herein.

Overview

     Detour Magazine, Inc., f/k/a Ichi-Bon Investment Corporation
(the "Company"), was incorporated under the laws of the State of
Colorado on May 18, 1990.  On June 6, 1997, pursuant to the terms
of an Agreement and Plan of Reorganization, the Company acquired
all of the issued and outstanding securities of Detour, Inc., a
California corporation, in exchange for 4,500,000 "restricted"
common shares of the Company.  As a result, the Company was the
surviving entity.  As part of the terms of the aforesaid
transaction, the Company amended its Articles of Incorporation,
changing its name to its present name.

     Detour Magazine, Inc. is engaged in publishing of a monthly
magazine entitled Detour, which includes advertisements and
articles relating to fashion, contemporary music and entertainment
and social issues.  Management describes the magazine as an "urban,
avant-garde" publication.  It derives approximately 90% of its
revenues from advertising, with the balance from circulation.  The
Company maintains offices in both Los Angeles and New York City.  

     The magazine is been published monthly, with the exception of
the issues for January/February and July/August, 1997, for which
one issue is published.  The magazine has been, in general,
approximately 192 pages in length, comprised of about 60 to 70
pages of advertising, with the balance in editorial pages.  This
reflects the limited, but growing, advertising base which typifies
new publications. 

     The following information is intended to highlight
developments in the Company's operations to present the results of
operations of the Company, to identify key trends affecting the
Company's businesses and to identify other factors affecting the
Company's results of operations for the nine month period ended
September 30, 1997.


                                2

<PAGE>
Results of Operations

     Comparison of Results of Operations for the nine month period
ended September 30, 1997 and 1996.

     During the nine month period ended September 30, 1997, the
Company's revenues were $3,029,351, compared to revenues of
$2,052,155 for the similar period in 1996, an increase of $977,196
(47.6%) from the similar period in 1996.  Management believes that
this increase was attributable to the increased size of the
Company's magazine, which allowed for additional advertising. 
Further, the economic climate in the United States was relatively
favorable and the Company's advertising clients tend to spend more
on advertising during good economic times.  During this period,
costs of sales were $1,731,754, compared to $1,482,050 for the
similar period in 1996, an increase of $249,704 (14.4%).  This was
also due primarily to the increased size of the Company's magazine,
which resulted in increased printing and paper costs as a factor of
such growth.  During this period, however, there was a decrease in
the Company's paper costs.  Further, the Company did incur
approximately $50,000 in professional fees over and above fees
normally incurred during previous quarterly periods during the nine
month period ended September 30, 1997, as a result of settlement of
an outstanding litigation.  General and administrative expenses
were $1,724,476 for the nine months ended September 30, 1997,
compared to $1,099,052 for the similar period in 1996, an increase
of $625,424 (36.3%).  This increase was attributable to numerous
factors, including the retention of a new President, John Evans,
who assumed his duties on August 1, 1997, the execution of a
consulting agreement and fees payable thereon, also which took
place on August 1, 1997 and increase commisions payable due to the
increase advertising revenues.  The Company's sales advertising
staff is paid on a commission basis.  As a result, the Company
generated a net loss of $(536,879) for the nine month period ended
September 30, 1997, compared to a net loss of $(619,371) for the
nine month period ended September 30, 1996.

Liquidity and Capital Resources

     In the nine month period ended September 30, 1997, the Company
had $157,165 in cash.  It also increased its accounts receivable to
$351,773 from $197,534 for the similar period in 1996, an increase
of $154,239 (43.8%), which management attributes to increased
advertising.  

     The Company has two outstanding notes payable, each payable to
non-affiliates, including one note with an outstanding balance of
$176,700, which accrues interest at the rate of 12% per annum and
is due on demand.  The remaining outstanding note aggregating
$1,219,438 is payable to an unaffiliated entity.  Relevant thereto,
in 1995, a stockholder of the Company loaned the Company $932,313
which bears interest at the rate of 12% per annum and is due upon

                                3

<PAGE>
demand.  The obligation is secured by all of the assets of the
Company.  The note holder agreed to subordinate this security
position relevant to the Company's accounts receivable.  This
stockholder subsequently assigned this Note to JCM Capital Corp. 
It is the intention of the Company to repay this obligation in full
with the proceeds derived from the private equity Offering
described herein.

     During the three month period ending September 30, 1997, an
outstanding loan receivable from one of the Company's officers and
directors was repaid in full.

     The Company presently factors its monthly domestic accounts
receivable with Riviera Financial, Inc., Los Angeles, California
("Riviera").  The majority of factoring provided by Riviera is on
a non-recourse basis.  On average, the Company pays a fee to
Riviera of approximately 4.5% per month.  Historically, the Company
factors approximately $3 million per annum in accounts receivable
with Riviera.  Riviera's maximum fee for factoring the Company's
receivables is 9% per month, with a hold back of 11% on each
invoice until receipt of funds.  Therefore, Riviera is only
factoring 89% of the Company's total eligible domestic advertising
receivables.  In addition, Riviera also acts the capacity of credit
manager for the Magazine by performing credit checks, mailing
invoices, making collection calls and posting receivables.  It is
anticipated that, provided the Company successfully sells a
substantial portion of its common stock in the private offering
described herein, the factoring relationship with Riviera will be
terminated, as management believes that it will no longer be
necessary due to sufficient cash then available to the Company. 
However, there are no assurances that the Company will sell a
sufficient number of shares of its common stock to allow it to
terminate.

     Management intends to undertake a plan of expansion and in
order to effectuate the same, has recognized the Company's need for
additional operating capital.  In response thereto, in November
1997 the Company will undertake a private offering of its common
stock wherein it intends to offer up to 2,350,000 shares of the
Company's common stock at a price of $1.50 per share, for aggregate
gross proceeds of $3,500,000.  There can be no assurances that all
of the Shares to be offered will be sold, or that the Company will
generate sufficient interest in this offering to solve its cash
shortage.  Previously, the Company issued options to an overseas
entity, allowing such entity to acquire up to 2,000,000 shares of
the Company's common stock at an exercise price of $1.50 per share. 
However, options expired prior to exercise of the same as a result
of a mutual decision between the subscriber and the Company, as the
Company elected to proceed with the private offering instead.

     The Company's securities are currently not liquid.  There is
currently no market for the Company's securities; however, the

                                4

<PAGE>
Company has recently filed an application to list its securities on
the OTC Bulletin Board and is presently engaged in responding to
various comments and concerns expressed by the NASD relevant
thereto.  While no assurances can be provided, management believes
that the Company's common stock will begin trading on the Bulletin
Board in the very near future.

Trends

     Management believes that the Company will continue to operate
the Company's business at a loss for the next twelve months, but is
optimistic that the Company will begin generating profits from its
operations beginning in the 1998 fiscal year.  This will occur as
a result of cost cutting measures which have been adopted by
management and anticipation of increased circulation of and
advertising in the Company's magazine and corresponding revenues
therefrom.  However, there can be no assurances that the Company
will become profitable within the time parameters described herein,
or at all.

Inflation

     Although the operations of the Company are influenced by
general economic conditions, the Company does not believe that
inflation had a material affect on the results of operations during
the nine month period ended September 30, 1997.


                                5

<PAGE>
                   PART II.  OTHER INFORMATION

ITEM 1.   LEGAL PROCEEDINGS - NONE

ITEM 2.   CHANGES IN SECURITIES - NONE

ITEM 3.   DEFAULTS UPON SENIOR SECURITIES - NONE

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

          None

ITEM 5.   OTHER INFORMATION - None

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

          (a)  Exhibits

               EX-27     Financial Data Schedule

          (b)     Reports on Form 8-K

          The Registrant filed a Form 8-K on November 4, 1997,
which is incorporated herein by reference as though fully set
forth, reporting of an amendment to the Company's bylaws, changing
the Company's fiscal year end from October 31, to December 31. 
This was done to provide continuity, as the Company's predecessor,
Detour, Inc., had a calendar fiscal year.


                                6

<PAGE>
<TABLE>
                      DETOUR MAGAZINE, INC.

                          BALANCE SHEET

                              ASSETS

<CAPTION>
                               (unaudited) (unaudited)  (audited)
                                 9/30/97     9/30/96     12/31/96
                                ---------   ---------   ---------
<S>                             <C>         <C>         <C>
CURRENT ASSETS
  Cash                            157,165           0           0
  Accounts receivable             351,773     197,534     174,079
  Loan receivable-officers              0      39,181      52,241
  Prepaid expenses and 
    other current assets           31,819      46,965      36,778
                                ---------   ---------   ---------
    Total Current Assets          540,757     283,680     263,098
                                ---------   ---------   ---------

PROPERTY AND EQUIPMENT, Net       134,501     151,335     148,885
                                ---------   ---------   ---------

OTHER ASSETS
  Security Deposits                20,750      19,335      19,520
                                ---------   ---------   ---------
    Total Other Assets             20,750      19,335      19,520
                                ---------   ---------   ---------

    TOTAL ASSETS                  696,008     454,350     431,503
                                =========   =========   =========

                     LIABILITIES AND EQUITY

CURRENT LIABILITIES
  Cash Overdrafts                       0      22,684      23,062
  Accounts payable and 
    accrued expenses            1,159,209     479,062     500,751
  Unexpired subscriptions          25,664      23,178      25,664
  Note payable                    176,700     300,000     190,000
  Due to stockholder                    0     464,381      28,590
  Note payable stockholders     1,030,191     932,313     932,313
  Interest payable stockholders   189,247      74,605      79,247
                                ---------   ---------   ---------
    Total Current Liabilities   2,581,011   2,296,223   1,779,627
                                ---------   ---------   ---------

                                7

<PAGE>
                  LIABILITIES AND EQUITY (Continued)

EQUITY

  Common stock, $.001 par value
    25,000,000 shares authorized,
    5,000,000 issued and
    outstanding                     5,000

  Detour, Inc. Common stock,
    $.001 par value, 100,000,000
    shares authorized, 9,365,760
    issued and outstanding                      8,445       9,366

  Additional paid-in capital      855,161     155,875     855,161

  Accumulated deficit          (2,745,164) (2,006,193) (2,212,651)
                                ---------   ---------   ---------
    TOTAL EQUITY               (1,885,003) (1,841,873) (1,348,124)
                                ---------   ---------   ---------
    TOTAL LIABILITIES
      AND EQUITY                  696,008     454,350     431,503
                                =========   =========   =========

</TABLE>

                                8

<PAGE>
<TABLE>
                      DETOUR MAGAZINE, INC.

                     STATEMENT OF OPERATIONS


<CAPTION>
                               (unaudited)           (unaudited)
                                 For the               For the
                            Nine Months Ended     Three Months Ended
                           9/30/97     9/30/96    9/30/97    9/30/96
                          ----------  ---------  ---------  ---------
<S>                       <C>         <C>        <C>        <C>
SALES                      3,029,351  2,052,155  1,009,784    684,052

COST OF SALES              1,731,754  1,482,050    577,251    494,017
                           ---------  ---------  ---------  ---------

    GROSS PROFIT           1,297,597    570,105    432,532    190,035

SELLING, GENERAL AND
  ADMINISTRATIVE EXPENSES  1,724,476  1,099,052    574,825    366,351
                           ---------  ---------  ---------  ---------

    OPERATING LOSS          (426,879)  (528,947)  (142,293)  (176,316)

    Interest expense        (110,000)   (90,424)   (36,667)   (30,141)
                           ---------  ---------  ---------  ---------

    NET (LOSS)              (536,879)  (619,371)  (178,960)  (206,457)
                           =========  =========  =========  =========

NET LOSS PER SHARE              (.11)      (.12)      (.04)      (.04)
                           =========  =========  =========  =========

</TABLE>

                                9

<PAGE>
<TABLE>
                      DETOUR MAGAZINE, INC.

                     STATEMENT OF CASH FLOWS

<CAPTION>
                                             Nine        Nine
                                            Months      Months
                                             Ended       Ended
                                            9/30/97     9/30/96
                                           ---------   ---------
<S>                                        <C>         <C>
CASH FLOWS FROM OPERATING ACTIVITIES
  Net (loss)                                (536,879)   (619,371)
                                           ---------   ---------
    Depreciation                              28,684      24,820
    Bad debt expense                               0       3,750
    Decrease (increase) in accounts
      receivable                            (177,694)     66,614
    Decrease (increase) in prepaid
      expenses and other current assets        3,729      30,007
    Increase in accounts payable
      and accrued expenses                   658,458      65,067
    Increase in unexpired subscriptions            0       7,458
    Increase in interest payable,
      stockholder                            110,000      13,926
                                           ---------   ---------
      TOTAL ADJUSTMENTS                      623,177     211,641
                                           ---------   ---------
      NET CASH USED IN OPERATING ACTIVITIES   86,298    (407,730)
                                           ---------   ---------

CASH FLOWS USED IN INVESTING ACTIVITIES
  Purchase of fixed assets                   (14,300)    (17,471)
  Loan to officer                             52,241     (39,181)
                                           ---------   ---------
      NET CASH USED IN INVESTING ACTIVITIES   37,941     (56,651)
                                           ---------   ---------

CASH FLOWS FROM FINANCING ACTIVITIES
  Proceeds of note payable                         0           0
  Principal repayments of note payable       (13,300)          0 
  Proceeds from stockholder                        0           0
  Net proceeds of loan payable,
    stockholder                               69,288     464,381
  Capital contributed upon inception               0           0
  Proceeds from additional paid-in capital         0           0
                                           ---------   ---------
      NET CASH PROVIDED BY FINANCING
      ACTIVITIES                              55,988     464,381
                                           ---------   ---------

      NET DECREASE IN CASH                   180,227           0

      CASH - beginning                       (23,062)    (22,684)
                                           ---------   ---------
      CASH (OVERDRAFT) - ending              157,165     (22,684)
                                           =========   =========

</TABLE>

                               10

<PAGE>
                     DETOUR MAGAZINE, INC.

      NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS

               Nine Month Period Ended September 30, 1997


1.   Unaudited Interim Financial Statements

     The accompanying unaudited financial statements have been
     prepared in accordance with the instructions for Form 10-QSB
     and do not include all of the information and footnotes
     required by generally accepted accounting principles for
     complete financial statements.  In the opinion of management,
     all adjustments, consisting only of normal recurring
     adjustments considered necessary for a fair presentation,
     have been included.  Operating results for any quarter are
     not necessarily indicative of the results for any other
     quarter or for the full year.

2.   Basis of Presentation

          Business combination

     On June 6, 1997, pursuant to the terms of an Agreement and
     Plan of Reorganization, Ichi-Bon Investment Corporation
     ("IBI") acquired all of the outstanding common stock of
     Detour, Inc. ("Old Detour") in exchange for 4,500,000
     unregistered shares of IBI's common stock.  As a result
     of the transaction, the former shareholders of Old Detour
     received shares representing an aggregate of 90% of IBI's
     outstanding common stock, resulting in a change in control of
     IBI.  As a result of the merger, IBI was the surviving entity
     and Old Detour ceased to exist.  Simultaneously therewith,
     IBI amended its articles of incorporation to reflect a change
     in IBI's name to "Detour Magazine, Inc."  References to the 
     "Company" or "Detour" refer to Detour Magazine, Inc. together
     with the predecessor company, Old Detour.

     The acquisition of Old Detour has been accounted for as a
     reverse acquisition.  Under the accounting rules for a reverse
     acquisition, Old Detour is considered the acquiring entity. 
     As a result, historical financial information for periods
     prior to the date of the transaction are those of Old Detour.
     Under purchase method accounting, balances and results of
     operations of Old Detour will be included in the accompanying
     financial statements from the date of the transaction, June 6,
     1997.  The Company recorded the assets and liabilities
     (excluding intangibles) at their historical cost basis which
     was deemed to be approximate fair market value.  The reverse
     acquisition is treated as a non-cash transaction except to the
     extent of cash acquired, since all consideration given was in
     the form of stock.

                               11

<PAGE>
          Earnings per share

     Earnings per share have been computed based on the weighted
     average number of common shares outstanding.  For the nine
     month period prior to the reverse acquisition discussed in 
     the business combination section of Note 2 above, the number
     of common shares outstanding used in computing earnings per
     share is the number of common shares outstanding as a result
     of such reverse acquisition (5,000,000 shares).

3.   History and Business Activity

     Detour was originally incorporated as Ichi-Bon Investment
     Corporation on May 18, 1990, under the laws of the State of
     Colorado.  The name was changed to Detour Magazine, Inc.
     concurrent with the business combination described in Note 2.
     Prior to such business combination, Detour had not engaged in
     any operations or generated any revenue.

     Old Detour was a publisher of a nationally distributed 
     magazine entitled "Detour" which is published monthly and
     contains articles and pictorial displays on fashion, music
     and social commentary.



                               12

<PAGE>
                           SIGNATURES


     Pursuant to the requirements of Section 12 of the Securities
and Exchange Act of 1934, the Registrant has duly caused this
report to be signed on its behalf by the undersigned, thereunto
duly authorized.

                              DETOUR MAGAZINE, INC.
                              (Registrant)

                              Dated:  November 13, 1997


                              By:/s/ John C. Evans              
                                 John C. Evans, President

                                      

                               13


<PAGE>
                      DETOUR MAGAZINE, INC.

         Exhibit Index to Quarterly Report on Form 10-QSB
            For the Quarter Ended September 30, 1997

EXHIBITS                                                  Page No.

  EX-27     Financial Data Schedule . . . . . . . . . . . .     15



                               14




<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
UNAUDITED FINANCIAL STATEMENTS FOR THE QUARTER ENDED SEPTEMBER 30, 1997, AND IS
QUALIFIED IN ITS ENTIRETY BY REFERNECE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                          DEC-31-1997
<PERIOD-END>                               SEP-30-1997
<CASH>                                         157,165
<SECURITIES>                                         0
<RECEIVABLES>                                  351,773
<ALLOWANCES>                                         0
<INVENTORY>                                          0
<CURRENT-ASSETS>                               540,757
<PP&E>                                         134,501
<DEPRECIATION>                                       0
<TOTAL-ASSETS>                                 696,008
<CURRENT-LIABILITIES>                        2,581,011
<BONDS>                                              0
                                0
                                          0
<COMMON>                                         5,000
<OTHER-SE>                                   1,890,003
<TOTAL-LIABILITY-AND-EQUITY>                   696,008
<SALES>                                      3,029,351
<TOTAL-REVENUES>                             3,029,351
<CGS>                                        1,731,754
<TOTAL-COSTS>                                1,731,754
<OTHER-EXPENSES>                             1,724,476
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                           (110,000)
<INCOME-PRETAX>                              (536,879)
<INCOME-TAX>                                         0
<INCOME-CONTINUING>                                  0
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                 (536,879)
<EPS-PRIMARY>                                    (.11)
<EPS-DILUTED>                                        0
        

</TABLE>


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