SOURCE CO
NT 10-Q, 1996-12-16
DIRECT MAIL ADVERTISING SERVICES
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                       SECURITIES AND EXCHANGE COMMISSION
                              Washington, DC 20549

                                   FORM 12b-25

                           Notification of Late Filing

                                                  Commission File Number 0-26238

(Check one)
|_| Form 10-K and Form 10-KSB |_| Form 11-K 
|_| Form 20-F |X| Form 10-Q and Form 10-QSB |_| Form N-SAR

         For period ended October 31, 1996

|_| Transition Report on Form 10-K and Form 10-KSB 
|_| Transition Report on Form 20-F 
|_| Transition  Report on Form 11-K 
|_| Transition  Report on Form 10-Q and Form 10-QSB 
|_| Transition Report on Form N-SAR

         For the transition period ended _______________________________________

         Nothing in this form shall be  construed  to imply that the  Commission
has verified any information contained herein.

         If the  notification  relates to a portion of the filing checked above,
identify the item(s) to which the notification relates:_________________________
________________________________________________________________________________



                                     Part I
                             Registrant Information

                               The Source Company
                            (Full name of registrant)

                             11644 Lilburn Park Road
                     (Address of principal executive office)

                            St. Louis, Missouri 63146
                           (City, State and Zip Code)


<PAGE>




                                     Part II
                             Rule 12b-25(b) and (c)

         If the subject report could not be filed without unreasonable effort or
expense  and  the  registrant  seeks  relief  pursuant  to Rule  12b-25(b),  the
following should be completed. (Check appropriate box.)

          |X| (a) The reasons described in reasonable detail in Part III of this
form could not be eliminated without unreasonable effort or expense;

          |X| (b) The subject  annual  report,  semi-annual  report,  transition
report on Forms 10-K, 10-KSB,  20-F, 11-K or Form N-SAR, or portion thereof will
be filed on or before the 15th calendar day following the  prescribed  due date;
or the subject  quarterly report or transition  report on Form 10-Q,  10-QSB, or
portion  thereof will be filed on or before the fifth calendar day following the
prescribed due date; and

         |_| (c) The  accountant's  statement or other exhibit  required by Rule
12b-25(c) has been attached if applicable.

                                    Part III
                                    Narrative

         The  Company is unable to timely file its report on Form 10-QSB for the
quarter  ended  October  31,  1996,  because  the  Company is in the  process of
reviewing  its results of  operations  for the first two  quarters of the fiscal
year,  as previously  reported,  and expects to amend the reports on Form 10-QSB
filed for such quarters.  Such  information has not been able to be completed to
date without unreasonable effort or expense. The Company expects to complete its
financial  statements  for the quarter ended October 31, 1996 and file its third
quarter report on Form 10-QSB not later than December 20, 1996

                                     Part IV
                                Other Information

          (1) Name and  telephone  number of person to contact in regard to this
notification.

              W. Brian Rodgers                        (314) 995-9040
                  (Name)                            (Telephone Number)

         (2) Have all other periodic  reports required under Section 13 or 15(d)
or the Securities  Exchange Act of 1934 or Section 30 of the Investment  Company
Act of 1940 during the  preceding 12 months or for such shorter  period that the
registrant was required to file such report(s) been filed?  If the answer is no,
identify report(s).

                                                               |X| Yes |_| No

          (3) Is it  anticipated  that any  significant  change  in  results  of
operations  from the  corresponding  period  for the last  fiscal  year  will be
reflected by the  earnings  statements  to be included in the subject  report or
portion thereof? 

                                                               |X| Yes |_| No


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<PAGE>



         The Source  Company  has caused this  notification  to be signed on its
behalf by the undersigned thereunto duly authorized.


Date  December 16, 1996          By:   /s/ W. Brian Rodgers

                                       -----------------------------------------
                                       W. Brian Rodgers, Chief Financial Officer







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