SOURCE CO
PRE 14A, 1997-06-03
DIRECT MAIL ADVERTISING SERVICES
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                                  SCHEDULE 14A
                     INFORMATION REQUIRED IN PROXY STATEMENT
                    Proxy Statement Pursuant to Section 14(a)
                     of the Securities Exchange Act of 1934
                                (Amendment No. )

Filed by the Registrant [x]
Filed by a Party other than the Registrant [  ]
Check the appropriate box:
[X]      Preliminary Proxy Statement              [ ]  Confidential, for Use of
                                                       the Commission  Only (as 
                                                       permitted by Rule 
                                                       14a-6(e)(2))
[ ]      Definitive Proxy Statement
[ ]      Definitive Additional Materials
[ ]      Soliciting Material Pursuant to Section 240.14a-11(c) or 
         Section 240.14a-12
                               The Source Company
                (Name of Registrant as Specified in Its Charter)

      (Name of Person(s) Filing Proxy Statement, if other than Registrant)

Payment of Filing Fee (Check the appropriate box):
[x]     No fee required.
[ ]     Fee computed on table below per Exchange Act Rules 14a-6(i)(1) and 0-11.
         1)      Title to each class of securities to which transaction applies:

         2)      Aggregate number of securities to which transaction applies:

         3)      Per  unit  price  or other  underlying  value  of  transaction
                 computed  pursuant  to  Exchange  Act Rule 0-11 (Set forth the
                 amount on which the filing fee is calculated  and state how it
                 was determined):

         4)      Proposed maximum aggregate value of transaction:

         5)      Total fee paid:


[ ]      Fee paid previously with preliminary materials.

[ ]      Check box if any part of the fee is offset as provided by Exchange  Act
         Rule  0-11(a)(2)  and identify the filing for which the  offsetting fee
         was paid  previously.  Identify  the  previous  filing by  registration
         statement  number,  or the Form or Schedule and the date of its filing.
         1) Amount Previously Paid:

         2)       Form, Schedule or Registration Statement No.:

         3)       Filing Party:

         4)       Date Filed:
<PAGE>
                               THE SOURCE COMPANY
                             11644 Lilburn Park Road
                            St. Louis, Missouri 63146

                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS



To the Shareholders of                                            June 13, 1997
   The Source Company:                                       St. Louis, Missouri

The Annual  Meeting of the  Shareholders  of The Source  Company will be held on
July 1, 1997 at 10:00 a.m Central  Daylight  Savings  Time.  Central Time in the
offices of the Company at 11644 Lilburn Park Road,  St. Louis,  Missouri  63146,
for the following purposes:

    1.    To elect two class II directors  to each serve a  three-year  term and
          until each director's successor has been elected and qualified;

    2.    To consider and vote upon a proposal to amend the  Company's  Articles
          of Incorporation to decrease the number of authorized  shares,  reduce
          the  Company's  stated  capital and effect a 1-for-1.21  reverse stock
          split of the Company's Common Stock;

    3.    To consider and vote upon a proposal to amend the  Company's  Articles
          of Incorporation to change the Company's name.

    4.    To  transact  such other  business  as may  properly  come  before the
          meeting or any adjournment thereof.

Only  shareholders  of record at the close of business  on May 9, 1997,  will be
entitled to vote at the meeting. A list of all shareholders  entitled to vote at
the annual meeting,  arranged in  alphabetical  order and showing the address of
and number of shares  held by each  shareholder,  will be open at the  principal
office of The Source  Company,  11644  Lilburn Park Road,  St.  Louis,  Missouri
63146,  during usual business  hours,  to the examination of any shareholder for
any purpose germane to the annual meeting for 10 days prior to the date thereof.
The list of  shareholders  will also be available at the meeting for examination
at any time during the meeting.

A copy of the  Company's  Annual  Report for fiscal year 1997  accompanies  this
notice.

                                           By Order of the Board of Directors

                                           /s/ Alan G. Johnson

                                           Alan G. Johnson
                                           Secretary

Whether or not you intend to be present at the meeting, please mark, sign, date,
and return the  accompanying  proxy  promptly.  A return  addressed  envelope is
enclosed for your convenience.


<PAGE>
The Source Company
11644 Lilburn Park Road
St. Louis, Missouri 63146
(314) 995-9040


                                 PROXY STATEMENT


SOLICITATION OF PROXIES

The enclosed proxy is solicited by the Board of Directors of The Source Company,
a  Missouri  corporation  (the  "Company"),  for use at the  Annual  Meeting  of
Shareholders  to be held on July 1, 1997 in the  offices of the Company at 11644
Lilburn Park Road, St. Louis,  Missouri  63146, at 10:00 a.m.  Central  Daylight
Savings  Time and at any  adjournments  thereof.  Whether  or not you  expect to
attend the meeting in person,  please return your executed proxy in the enclosed
envelope and the shares  represented  thereby will be voted in  accordance  with
your wishes.  This proxy statement and the accompanying proxy card will be first
mailed to  shareholders  on or about June 13, 1997. All costs of solicitation of
proxies will be borne by the Company.  In addition to solicitations by mail, the
Company's  directors,   officers  and  regular  employees,   without  additional
remuneration, may solicit proxies by telephone, telegraph, telecopy and personal
interviews.  Brokers,  custodians and  fiduciaries  will be requested to forward
proxy  soliciting  material  to the owners of stock held in their  names and the
Company  will  reimburse  them for  their  out-of-pocket  expenses  incurred  in
connection with the distribution of proxy materials.

REVOCABILITY OF PROXY

If,  after  sending  in your  proxy,  you  decide to vote in person or desire to
revoke your proxy for any other reason, you may do so by notifying the Secretary
of the Company,  or the  presiding  officer at the  meeting,  in writing of such
revocation  at any time  prior to the  voting of the  proxy,  by  attending  the
meeting and voting in person, or by submitting a new proxy bearing a later date.

RECORD DATE

Only  shareholders  of record at the close of business  on May 9, 1997,  will be
entitled to vote at the meeting.



                                       -1-

<PAGE>
ACTION TO BE TAKEN UNDER PROXY

All properly  executed  proxies  received by the Board of Directors  pursuant to
this  solicitation  will be voted by S. Leslie Flegel and William H. Lee, or the
one of them who acts, in accordance with the directions  specified in the proxy.
If no such directions have been specified by marking the appropriate  squares in
the accompanying proxy card, the shares will be voted as follows:

         (1)      FOR the  election of Timothy A.  Braswell and Harry L. "Terry"
                  Franc  III named  herein  as  nominees  for  directors  of the
                  Company to hold office for a term of three  years  expiring in
                  2000 and until each director's successor has been duly elected
                  and qualified;

         (2)      FOR an amendment of the Articles of  Incorporation to decrease
                  the number of authorized  shares of common  stock,  reduce the
                  Company's stated capital and effect a 1-for-1.21 reverse stock
                  split;

         (3)      FOR an amendment of  the Articles of  Incorporation to  change
                  the name of the Company to Source Information Network, Inc.; 
                  and

         (4)      According to their judgment,  on the transaction of such other
                  business  as may  properly  come  before  the  meeting  or any
                  adjournments thereof.

Should the nominee  named herein for election as a director  become  unavailable
for any reason, it is intended that the persons named in the proxy will vote for
the election of such other person in his stead as may be designated by the Board
of Directors. The Board of Directors is not aware of any reason that might cause
the nominee to be unavailable.

                  VOTING SECURITIES, PRINCIPAL HOLDERS THEREOF
                          AND CUMULATIVE VOTING RIGHTS

On May 9, 1997,  there were 7,049,199 shares of Common Stock, par value $.01 per
share ("Common  Stock"),  outstanding,  which  constitute all of the outstanding
voting  capital stock of the Company.  Each  shareholder is entitled to cast one
vote for each share of record on all matters to be voted on by the shareholders,
including the election of directors.

A  majority  of the  outstanding  shares  present or  represented  by proxy will
constitute a quorum at the  meeting.  Votes that are withheld in the election of
directors,  abstentions on all other matters properly brought before the meeting
and the proxies  relating to "street name" shares which are not voted by brokers
on one or more, but less than all, matters (so-called  "broker  non-votes") will
be considered  as shares  present for purposes of  determining  a quorum.  Under
applicable state law and the Company's Articles of Incorporation, an affirmative
vote of a majority of the shares  present in person or  represented  by proxy at

                                       -2-

<PAGE>

the meeting is required for the  election of  directors  and for approval of all
other  matters that may be submitted to a vote of the  shareholders  at the 1997
Annual  Meeting.  With  regard to the  election  of  directors,  votes  that are
withheld will be excluded  entirely from the vote and will have no effect.  With
regard to other matters, abstentions (including proxies which deny discretionary
authority on any other  matters  properly  brought  before the meeting)  will be
counted as shares  present and entitled to vote and will have the same effect as
a vote against any such matters.  Broker non-votes will not be treated as shares
represented  at the meeting as to such matter(s) not voted on and therefore will
have no effect.

The following  table sets forth as of May 9, 1997, the  beneficial  ownership of
each current director  (including the nominees for election as directors),  each
of the  executive  officers  named in the Summary  Compensation  Table set forth
herein,  the  executive  officers  and  directors  as a group,  and  each  other
shareholder  known  to the  Company  to own  beneficially  more  than  5% of the
outstanding Common Stock. Unless otherwise indicated,  the Company believes that
the  beneficial  owners set forth in the table have sole  voting and  investment
power.

                                                       Beneficial Ownership
                                                       --------------------
 Name and Address  
of Beneficial Owner                              Number of Shares        Percent
- -------------------                              ----------------        -------

S. Leslie Flegel                                    1,739,600             24.7
     11644 Lilburn Park Road
     St. Louis, Missouri 63146

William H. Lee                                      1,325,695             18.8
     711 Gallimore Dairy Road
     High Point, North Carolina 27265

Timothy A. Braswell                                   572,201              8.1
     711 Gallimore Dairy Road
     High Point, North Carolina 27265

Cameron Capital Ltd                                   440,713(a)           6.2
     10 Cavendish Rd
     Hamilton Hm 19
     Bermuda

Robert B. Dixon                                       301,000              4.3
     907 Park Drive
     Flossmoor, Illinois 60422


                                       -3-

<PAGE>



Dwight L. DeGolia                                     178,400              2.5
     11644 Lilburn Park Road
     St. Louis, Missouri 63146

Jason S. Flegel                                       177,400              2.5
     711 Gallimore Dairy Road
     High Point, North Carolina 27265

Aron Katzman                                          131,643              1.9
     10 Layton Terrace
     St. Louis, Missouri 63124

Robert G. Shupe                                        44,727                *
     4109 Pheasant Run
     Greensboro, North Carolina 27408

John P. Watkins                                        40,000(b)             *
     711 Gallimore Dairy Road
     High Point, North Carolina  27265

Harry L. Franc, III                                    31,398                *
     19 Briarcliff
     St. Louis, Missouri 63124

Randall S. Minix                                        7,000                *
     5502 White Blossom Drive
     Greensboro, North Carolina 27410

All directors and executive                         4,549,064             64.5
officers as a group (11 persons)
- ------------------------
 *       Less than 1%

(a) Includes  142,857 shares of Common Stock which are or may become issuable to
Cameron  Capital  Ltd.  upon  conversion  of 5,000  shares  of  Preferred  Stock
calculated  based on the Market  Value (as  defined)  of the Common  Stock as of
March 31, 1997.

(b) Includes  exercisable options to acquire 40,000 shares of Common Stock at an
exercise price of $4.63 per share.


                                       -4-

<PAGE>



                 PROPOSAL 1 - ELECTION OF TWO CLASS II DIRECTORS
        INFORMATION ABOUT THE NOMINEES AND DIRECTORS CONTINUING IN OFFICE

The Company's  Articles of Incorporation  and Bylaws currently provide for three
classes of directors, each class serving for a three-year term expiring one year
after the term of the preceding class, so that the term of one class will expire
each year.  The terms of the current  Class III and Class I directors  expire in
1998 and 1999,  respectively.  The Board of Directors has  nominated  Timothy A.
Braswell and Harry L. "Terry" Franc,  III, who are currently Class II directors,
for  re-election to each serve a three-year  term expiring at the annual meeting
of  shareholders  in 2000.  The following  table sets forth certain  information
concerning Mr.  Braswell and Mr. Franc and those directors who are continuing in
office.

<TABLE>
                        NOMINEES FOR DIRECTOR - CLASS II
                   (to be elected to serve a three-year term)
<CAPTION>
                                                                                                    Director
 Name                           Age                       Position                                   Since
 ----                           ---                       --------                                   -----

<S>                             <C>     <C>                                                           <C> 
Timothy A. Braswell             68      Consultant to Wholesale Magazine Industry                     1995
Harry L. "Terry" Franc, III     61      Senior Executive Officer of Bridge Information                1995
                                        Systems, Inc. and Vice-President of Bridge Trading 
                                        Company
</TABLE>

Timothy  A.  Braswell  has been a director  of the  Company  since it  commenced
operations in May 1995. He established Braswell Investment Company, a consultant
and broker of wholesale  magazine  businesses in 1994 and is its owner. For more
than five years prior thereto,  Mr.  Braswell was the principal  owner and chief
executive  officer  of City  News Co.  and Dixie  News  Co.,  each of which is a
wholesale periodical company.

Harry L.  "Terry"  Franc,  III,  has been a  director  of the  Company  since it
commenced  operations in May 1995. For more than 20 years,  Mr. Franc has served
as a director and senior executive officer of Bridge Information Systems,  Inc.,
a St. Louis, Missouri,  based provider of information services to the securities
industry.  In  addition,  Mr. Franc has served as  executive  vice  president of
Bridge Trading Company,  a registered  broker-dealer  and member of the New York
Stock  Exchange.  Bridge Trading  Company is a subsidiary of Bridge  Information
Systems, Inc.
<TABLE>

                                       DIRECTORS CONTINUING IN OFFICE - CLASS III
                                                (terms expiring in 1998)
<CAPTION>
                                                                                              Director
         Name              Age                       Position                                   Since
         ----              ---                       --------                                   -----

<S>                        <C>      <C>                                                          <C> 
S. Leslie Flegel           59       Chairman and Chief Executive Officer of the Company          1995
William H. Lee             46       President and Chief Operating Officer of the Company         1995
</TABLE>

S. Leslie Flegel has been a director,  Chairman and Chief  Executive  Officer of
the Company  since its  inception  in April  1995.  For more than 14 years prior
thereto,  Mr.  Flegel was the  principal  owner and chief  executive  officer of
Display Information Systems Company ("DISC"), a predecessor of the Company. From

                                       -5-

<PAGE>
January 1992 to June 1993, Mr. Flegel also served as the chief executive officer
of NationsMart Corporation, an operator and franchisor of dry cleaning, laundry,
shoe repair and formal wear service centers,  prior to its December 1993 initial
public offering of securities.

William H. Lee has been a director, President and Chief Operating Officer of the
Company  since its  inception in April 1995.  For  approximately  14 years prior
thereto,  Mr.  Lee was the  principal  owner  and  chief  executive  officer  of
Periodical Marketing and Management, Inc. ("PMM"), a predecessor of the Company.

                    DIRECTORS CONTINUING IN OFFICE - CLASS I
                            (terms expiring in 1999)
                                                                       Director
     Name             Age            Position                           Since
     ----             ---            --------                           -----
Aron Katzman          59      President, New Legends, Inc.              1995
Randall Minix         47      Managing Partner, Minix,                  1995
                              Morgan & Company, L.L.P.  

Aron  Katzman  has  served  as a  director  of the  Company  since it  commenced
operations in May 1995. Mr.  Katzman is the President of New Legends,  Inc., one
of St. Louis' leading country club/residential  communities.  For more than five
years prior to April 1994,  when it was sold, Mr. Katzman served as the chairman
and chief executive officer of Roman Company,  a manufacturer and distributor of
fashion custom jewelry. Mr. Katzman currently serves as a member of the Board of
Directors of Phonetel, Inc.

Randall  S. Minix has served as a director  of the  Company  since it  commenced
operations  in May  1995.  For more  than  five  years,  Mr.  Minix has been the
managing partner of Minix, Morgan & Company,  L.L.P., an independent  accounting
firm headquartered in Greensboro, North Carolina, and its predecessors.

The Board of  Directors  of the Company  consists of six  members,  each of whom
serve in such  capacity  for a  three-year  term or until a  successor  has been
elected and qualified,  subject to earlier  resignation,  removal or death.  The
number of  directors  comprising  the Board of  Directors  may be  increased  or
decreased by  resolution  adopted by the  affirmative  vote of a majority of the
Board of Directors.  The Company's  Articles of Incorporation and Bylaws provide
for three classes of directorships  serving staggered three year terms such that
one-third of the directors are elected at each annual  meeting of  shareholders.
During fiscal 1997, six meetings of the Board of Directors were held. Except for
Mr. Braswell,  each director attended 75 percent or more of the aggregate of (i)
the total  number of meetings  held  during  fiscal year 1997 and (ii) the total
number of meetings  held during  such period by all  committees  of the Board of
Directors on which he served.

The Board of  Directors of the Company has  established  an Audit  Committee,  a
Compensation  Committee, a Finance Committee and an Acquisition  Committee.  The
Audit Committee is comprised of two non-employee  directors,  presently  Messrs.
Minix and Katzman, and has the responsibility of recommending the firm that will
serve as the Company's independent auditors,  reviewing the scope and results of
the audit and services provided by the Company's  independent  accountants,  and

                                       -6-

<PAGE>
meeting with the financial staff of the Company to review accounting  procedures
and policies.  During fiscal 1997, the Audit  committee  held six meetings.  The
Compensation Committee is comprised of three non-employee  directors,  presently
Messrs.  Katzman,  Braswell and Franc, and has been given the  responsibility of
reviewing the financial records of the Company to determine overall compensation
and  benefits  for  executive  officers  of the  Company  and to  establish  and
administer the policies which govern employee salaries and benefit plans. During
fiscal 1997, the Compensation committee held six meetings. The Finance Committee
is to be comprised of two directors.  Presently,  Mr. Franc serves as one member
and the other  position  is vacant.  The  Finance  Committee  has been given the
responsibility  of  monitoring  the  Company's  capital   structure,   reviewing
available   alternatives   to  satisfy  the  Company's   liquidity  and  capital
requirements and  recommending  the firm or firms which will provide  investment
banking and financial advisory services to the Company.  During fiscal 1997, the
Finance committee did not meet. The Company's Acquisition Committee is comprised
of three directors,  presently Messrs. Franc, Braswell and Katzman, and has been
given the  responsibility  of  monitoring  the Company's  search for  attractive
acquisition opportunities, consulting with members of management to review plans
and strategies for the achievement of the Company's  external growth  objectives
and recommending the firm or firms that will serve as advisors to the Company in
connection with the evaluation of potential business combinations. During fiscal
1997, the Acquistion committee did not meet.

The Board of Directors  evaluates and nominates  qualified nominees for election
or  appointment  as  Directors  and  qualified  persons for  selection as Senior
Officers.  The Board of  Directors  will  give  appropriate  consideration  to a
written recommendation by a shareholder for the nomination of a qualified person
to serve  as a  Director  of the  Company,  provided  that  such  recommendation
contains sufficient  information regarding the proposed nominee for the Board of
Directors  to  properly  evaluate  such  nominee's  qualifications  to  serve as
Director.

Compliance with Section 16(a) of the Exchange Act

Based solely upon a review of Forms 3 and 4 and amendments  thereto furnished to
the  Company  during  its most  recent  fiscal  year  and Form 5 and  amendments
thereto, or written representations that no Form 5 is required, furnished to the
Company, two persons,  Messrs. Jason S. Flegel and W. Brian Rodgers, each failed
to  timely  file  a  Form  3,  Initial  Statement  of  Beneficial  Ownership  of
Securities.

Director Compensation

Under the Company's present policy, each director of the Company who is not also
an employee of the Company  will receive  $1,000  payable in Common Stock of the
Company,  with the  exception  of Mr.  Minix who will be paid in cash,  for each
meeting of the Board of Directors  attended.  Directors  are also entitled to be
reimbursed for expenses  incurred by them in attending  meetings of the Board of
Directors and its committees.


                                       -7-

<PAGE>
                               EXECUTIVE OFFICERS

The following  table sets forth  certain  information  concerning  the executive
officers of the Company who are not also directors of the Company:

Name                       Age                     Position
- ----                       ---                     --------

John P. Watkins            41            Chief Administration Officer

Dwight L. DeGolia          52            Executive Vice President

Robert B. Dixon            46            Executive Vice President and President-
                                         Periodical Information Management

W. Brian Rodgers           31            Assistant Secretary and Chief Financial
                                         Officer

Jason S. Flegel            31            Senior Vice President of RDA Operations

Robert G. Shupe            50            Senior Vice President and President - 
                                         Display Group

John P.  Watkins  has  served  as  President  - Retail  Service  Group and Chief
Administration  Officer  since  February  1,  1996.  For more than 16 year prior
thereto,  Mr. Watkins served in several  senior  management  positions with Food
Lion, Inc., a seven billion dollar retail grocery chain. From September, 1992 to
July 1995,  Mr.  Watkins  served as Senior Vice  President  and Chief  Operating
Officer and a member of the Board of Directors of Food Lion, Inc.

Dwight L. DeGolia has served as Executive  Vice  President of the Company  since
its  commencement  of  operations  in May  1995.  For more  than 10 years  prior
thereto,  Mr.  DeGolia served as executive vice president of sales and marketing
for DISC.  From 1986 to 1993,  Mr. DeGolia also served as a director of Advanced
Marketing Services, a leading supplier of books to wholesale clubs.

Robert B. Dixon  became  Executive  Vice  President  and  President - Periodical
Rebate  Group in June 1995.  For more than 13 years  prior  thereto,  Mr.  Dixon
served  as  President  and was  the  principal  shareholder  of  Dixon's  Modern
Marketing Concepts, Inc. and related entities.

W. Brian  Rodgers  has served as  Assistant  Secretary  of the Company and Chief
Financial Officer since October 1996. Prior to joining the Company,  Mr. Rodgers
practiced  for seven years as a certified  public  accountant  with BDO Seidman,
LLP.


                                       -8-

<PAGE>
Jason S. Flegel has served as Senior Vice President of RDA Operations since June
1996. Prior thereto, and since the Company's inception in April 1995, Mr. Flegel
served as Vice  President - Western  Region.  Mr.  Flegel was an owner and chief
financial  officer of DISC, a predecessor of the Company.  Mr. Flegel is the son
of S. Leslie Flegel.

Robert G. Shupe has served as Senior Vice  President  since February 1996 and as
President-Display  Group of the Company since  commencement of its operations in
May 1995.  From February  1985 to January  1995,  Mr. Shupe held the position of
Executive  Vice  President-Sales  for PMM.  Prior to joining  PMM, Mr. Shupe was
employed in the marketing division of McCall's Magazine.

                 Certain Relationships and Related Transactions

From time to time,  the  Company has  engaged in various  transactions  with its
directors,  executive  officers  and other  affiliated  parties.  The  following
paragraphs  summarize  certain  information  concerning  such  transactions  and
relationships  which have occurred during the past two fiscal years or which are
presently proposed.

S. Leslie Flegel, Chairman and Chief Executive Officer of the Company and Dwight
L.  DeGolia,  Executive  Vice  President of the Company,  have from time to time
received cash advances from the Company.  The largest  aggregate  amount of such
indebtedness  outstanding  at any time since  February 1, 1995 was  $270,675 and
$14,618,  respectively.  All such advances are evidenced by promissory  notes in
favor of the Company.  Such notes bear  interest at the rate of 7.34% per annum,
and are payable in five equal annual installments.

The  Company  incurred  a debt to Timothy  A.  Braswell  on March 1, 1991 in the
amount of $300,000,  which  accrued  interest at the rate of 10% per annum.  The
indebtedness  matured on  January  1, 1996 and was paid in full on the  maturity
date.

711 Gallimore Partnership, a North Carolina general partnership in which William
H. Lee and Robert G. Shupe are  partners,  provides  the  Company  with  certain
office space in  Greensboro,  North  Carolina under the terms of a written lease
dated June 28, 1991. The lease, as amended in January 1996,  provides for annual
rent of $150,300 and expires in 2012. In fiscal 1996 and 1997,  the Company paid
711 Gallimore Partnership $147,275 and $157,498, respectively, in rent.

2532 Investments,  Inc., a North Carolina corporation in which William H. Lee is
a  shareholder,  had  occasionally  provided  the  Company  with  the  use of an
airplane.  In  fiscal  1996,  the  Company  paid  2532  Investments  $57,926  in
consideration for the use of the airplane.

Data-Pros, Inc. ("Data-Pros"),  a corporation in which William H. Lee and Robert
G. Shupe are shareholders,  provided the Company with data processing  services.
In fiscal 1996 and 1997,  the Company  paid  Data-Pros  $306,751  and  $274,893,
respectively,  for such services.  On January 1, 1997 the Company  purchased the
assets of Data-Pros for $45,000.

                                       -9-

<PAGE>
On June 15, 1995, the Company acquired all of the business and assets of Dixon's
Modern Marketing  Concepts,  Inc. and Tri-State Stores, Inc. in exchange for the
issuance of an aggregate of 300,000 shares of Common Stock.  Robert B. Dixon was
the President and principal shareholder of each of these corporations.

Robert B. Dixon, Executive Vice President and  President-Periodical  Information
Management,  provided the Company with office space in Chicago Heights, Illinois
under the terms of a written lease dated January 1, 1993. The lease provided for
annual rent of $36,000 and expired on December 31, 1996. Currently, the space is
leased on a month-to-month  basis. In fiscal 1996 and 1997, the Company paid Mr.
Dixon $36,000 and $36,000, respectively, in rent.

From time to time,  the Company has been  engaged by  Specialty  Marketing  Co.,
Inc., a corporation  in which Robert B. Dixon is the principal  shareholder,  to
provide consulting services.  In fiscal 1996, Specialty Marketing Co., Inc. paid
the Company $85,611 in consideration for the Company's services.

FMG,  Inc., a North  Carolina  corporation in which William H. Lee and Robert G.
Shupe are  shareholders,  has from time to time  received cash advances from the
Company. There were no such outstanding advances at January 31, 1997.

On March  11,  1996,  the  Company  sold an  aggregate  of 5,000  shares  of its
Preferred Stock in transactions exempt from the registration requirements of the
Securities  Act of 1933,  as amended,  to Messrs.  Braswell,  Franc and Katzman.
Messrs.  Braswell,  Franc and Katzman  purchased  2,250,  500 and 2,250  shares,
respectively.  The  Company  received  payment  for the shares  from each of the
purchasers  in the amount of $100 per share.  During the year Messrs.  Braswell,
Franc and Katzman  converted their Preferred Stock to 64,285,  13,698 and 64,643
shares of common stock, respectively.

                             Executive Compensation

The  following  table  summarizes   information  concerning  cash  and  non-cash
compensation paid to or accrued for the benefit of the named executive  officers
for all services  rendered in all capacities to the Company and its predecessors
in fiscal years 1995, 1996 and 1997.


                                      -10-

<PAGE>
<TABLE>

                           SUMMARY COMPENSATION TABLE
<CAPTION>

Name of Principal                                       Annual Compensation                    Other Annual
   Position                                    Year          Salary            Bonus          Compensation(a)
   --------                                    ----          ------            -----          ---------------

<S>                                            <C>           <C>              <C>                  <C>    
S. Leslie Flegel                               1997          $227,500         $176,398             $30,624
Chairman and Chief Executive                   1996          $200,000          $26,543             $30,995
  Officer                                      1995          $171,875              ---             $22,425

William H. Lee                                 1997          $224,830          $30,000             $13,944
President and Chief Operating                  1996          $192,646              ---             $19,006
  Officer                                      1995          $145,000          $60,000             $25,937

Dwight L. DeGolia                              1997          $140,000           $4,773             $11,223
Executive Vice President                       1996          $134,884              ---             $16,739
                                               1995           $97,358              ---              $9,790

John P. Watkins                                1997          $150,000              ---             $11,891
Chief Administration Officer                   1996               ---              ---                 ---
                                               1995               ---              ---                 ---

Robert B. Dixon                                1997          $150,000              ---             $13,907
Executive Vice President and                   1996          $114,000          $50,000              $5,458
  President - Periodical                       1995           $36,000         $128,500             $26,982
  Information Management
- ------------------------
<FN>

(a) Reflects personal benefits derived by Messrs. Flegel, Lee, DeGolia,  Watkins
and Dixon  primarily in  connection  with  personal use of Company  automobiles,
country club  membership dues and life insurance  premiums.  In fiscal 1997, the
estimated  incremental  cost to the Company of the use by Messrs.  Flegel,  Lee,
DeGolia,  Watkins and Dixon of Company automobiles was $10,339,  $8,650, $6,090,
$7,800 and $8,597, respectively.  In fiscal 1996, such cost was $11,444, $6,234,
$6,360,  $0 and $3,158,  respectively.  In fiscal  1995,  such cost was $10,417,
$8,753, $5,728, $0 and $0, respectively.
</FN>
</TABLE>

         In fiscal 1997,  the estimated  incremental  cost to the Company of the
membership  dues paid on behalf of Messrs.  Flegel,  Lee,  DeGolia,  Watkins and
Dixon was $11,192,  $2,239, $5,133, $3,330 and $5,310,  respectively.  In fiscal
1996, such cost was $11,503,  $4,738,  $4,751, $0 and $2,300,  respectively.  In
fiscal 1995, such cost was $8,212, $4,356, $4,751, $0 and $2,300, respectively.

         In fiscal 1997, the estimated  incremental  cost to the Company of life
insurance premiums paid on behalf of Messrs.  Flegel, Lee, DeGolia,  Watkins and
Dixon was $9,093,  $3,056, $0, $761 and $0,  respectively.  In fiscal 1996, such
cost was $8,048,  $8,033,  $5,628,  $0 and $0,  respectively.  No life insurance
premiums were paid on behalf of the officers in fiscal 1995.

                                      -11-

<PAGE>
<TABLE>
                     OPTIONS/SAR GRANTS IN LAST FISCAL YEAR
                                INDIVIDUAL GRANTS
<CAPTION>

                                    Number of           % of Total
                                   Securities          Options/SARS
                                   Underlying           Granted to          Exercise or
                                  Options/SARS         Employees in         Base Price       Expiration
      Name                        Granted #(1)          Fiscal Year           ($/Sh)            Date
      ----                        ------------          -----------           ------            ----

<S>                                     <C>                  <C>                 <C>              
S. Leslie Flegel                        0                    0                   0               -
William H. Lee                          0                    0                   0               -
Dwight L. DeGolia                       0                    0                   0               -
John P. Watkins                      100,000                44%                $4.63          2-01-01
Robert B. Dixon                         0                    0                   0               -

- ----------------------------
<FN>
(1)  Options  were  granted  February  1, 1996 and are  exercisable  20% a year,
cumulatively, for a period of five years.
</FN>
</TABLE>
<TABLE>

               AGGREGATE OPTION/SAR EXERCISES IN LAST FISCAL YEAR
                            AND FYE OPTION/SAR VALUES
<CAPTION>


                                                                                                         Value of
                                                                       Number of                 Unexercised
                                                                      Unexercised                In-the Money
                                                                    Option/SARs at             Options/SARs at
                             Shares                               Fiscal Year End (#)        Fiscal Year End ($)
                           Acquired on             Value             Exercisable/                Exercisable/
           Name           Exercise (#)         Realized ($)          Unexercisable              Unexercisable
           ----           ------------         ------------          -------------              -------------

<S>                             <C>                  <C>                  <C>                        <C>
S. Leslie Flegel                0                    0                    0/0                        0/0
William H. Lee                  0                    0                    0/0                        0/0
Dwight L. DeGolia               0                    0                    0/0                        0/0
John P. Watkins                 0                    0               40,000/60,000                   0/0
Robert B. Dixon                 0                    0                    0/0                        0/0
</TABLE>




                                      -12-

<PAGE>
        PROPOSAL 2 - AMENDMENT OF THE COMPANY'S ARTICLES OF INCORPORATION
                  TO AUTHORIZE A 1-FOR-1.21 REVERSE STOCK SPLIT

The Board of Directors  proposes and recommends that the shareholders  authorize
an amendment of the Company's  Articles of  Incorporation to effect a 1-for-1.21
reverse  stock  split of all of the  authorized  shares of  Common  Stock of the
Company (the "Reverse Stock Split Amendment").

As of May 9, 1997, the Company had authorized 20,000,000 shares of Common Stock,
$0.01 par value and 2,000,000 shares of Preferred Stock,  $0.01 par value. As of
that date,  there were issued and outstanding  7,049,199  shares of Common Stock
and 5,600 shares of Preferred  Stock.  Except for the receipt of cash in lieu of
fractional  interests,  the Reverse  Stock Split  Amendment  will not affect any
shareholders'  proportionate  equity interest in the Company.  The reverse stock
split will be  effected  through  an  amendment  to the  Company's  Articles  of
Incorporation, the form of which is set forth in Exhibit A hereto.

The Reverse  Stock Split  Amendment  will not have any material  impact upon the
aggregate  capital  represented  by the  shares of capital  stock for  financial
statement purposes. However, the par value of the Common Stock will remain $0.01
after the reverse stock split,  thus, there will be a reduction in the Company's
stated  capital.  Adoption of the Reverse Stock Split  Amendment will reduce the
presently  authorized and outstanding shares of Common Stock as indicated on the
table below.  In connection  with the reverse stock split,  the  shareholders of
record on the effective  date of the Reverse Stock Split  Amendment will receive
one share of Common Stock, or cash for any resulting  fractional share, or both,
in exchange for 1.21 shares of Common Stock then outstanding in their name.
<TABLE>
<CAPTION>

                                     Before Split                                         After Split
                            -----------------------------                      -----------------------------------
Class of
Stock                Authorized         Issued         Par Value          Authorized         Issued           Par Value
- --------             ----------         ------         ---------          ----------         ------           ---------

<S>                  <C>               <C>              <C>               <C>              <C>                 <C>  
Common Stock         20,000,000        7,049,199        $0.01             16,528,925       5,825,784(1)        $0.01
<FN>
(1) Does not reflect the reduction  resulting from the elimination of fractional
    shares.
</FN>
</TABLE>

Reasons for the Reverse Stock Split

The Board of  Directors  believes  that the current per share price level of the
Company's Common Stock has reduced the attractiveness of the shares to potential
investors  and created a reluctance  in many  brokerage  firms to recommend  the
Common Stock to  their  clients.  In  addition,  a variety  of  brokerage  house
policies and practices tend to discourage  individual  brokers within those firm
from dealing in low price stock. Some of those policies and practices pertain to
the  payment  of  brokers  commissions  and to time  consuming  procedures  that
function to make the handling of shares, like those of the Company, unattractive
to brokers from an economic  standpoint.  In addition,  continued listing of the

                                      -13-

<PAGE>

Company's shares on the Nasdaq SmallCap  Market,  is conditioned on, among other
things,  a minimum bid price for the Company's  shares equal or exceeding  $1.00
per share.  On May 13, 1997,  the closing bid price of the  Company's  shares of
Common  Stock  was  $1.00.  Accordingly,  there is a  continuing  risk  that the
Company's  shares  may be  delisted  from the  Nasdaq  SmallCap  Market.  If the
Company's  shares cease to be listed and traded on the Nasdaq  SmallCap  Market,
the shares would likely be quoted on the Nasdaq OTC Bulletin  Board or the "pink
sheets" maintained by National Quotation Bureau,  Inc., resulting in an increase
in the spread between the bid and ask price of the shares and  shareholders  may
experience a greater degree of difficulty in engaging in trades of Common Stock.

The  decrease  in  the  number  of  shares  of  Common  Stock  outstanding  as a
consequence  of the proposed  reverse stock split should  increase the per share
bid price of the Common  Stock,  which may  encourage  greater  interest  in the
Common  Stock  and  possibly   promote  greater   liquidity  for  the  Company's
shareholders.  However,  the  increase  in the per share bid price of the Common
Stock as a consequence  of the reverse stock split may be  proportionately  less
than the  decrease  in the  number  of  shares  outstanding.  In  addition,  any
increased  liquidity due to any increased per share bid price could be partially
or entirely offset by the reduced number of shares outstanding after the reverse
stock split.  While the Board of Directors believes that the reverse stock split
will result in a per share bid price that adequately compensates for the adverse
impact of the market  factors  noted above,  there can be no assurance  that the
favorable  effects described above will occur, or that any increase in per share
bid price of the Common Stock  resulting  from the proposed  reverse stock split
will be maintained for any period of time.

The effective  date of an Amendment of the Company's  Articles of  Incorporation
effecting the reverse  stock split will be  determined by the  management of the
Company  based  upon  their  evaluation  as to  when  such  action  will be most
advantageous to the Company and its  shareholders.  The reverse stock split will
become  effective  on the date that the Reverse  Stock Split  Amendment is filed
with the Secretary of State of the State of Missouri (the "Effective  Date"). At
the  Effective  Date,  each share of the  Common  Stock  issued and  outstanding
immediately prior thereto (the "Old Common Stock"),  will be reclassified as and
changed into 0.82645 of a share of the Company's  Common Stock,  par value $0.01
per share (the "New  Common  Stock").  Shortly  after the  Effective  Date,  the
Company will send transmittal forms to the holders of the Old Common Stock to be
used in forwarding their certificates representing shares of Old Common Stock to
the  Company's  Transfer  Agent  for  surrender  in  exchange  for  certificates
representing  whole shares of the New Common Stock and  reflecting the reduction
in the number of shares authorized by the Company.

Certain shareholders may be entitled to receive a fractional interest of a share
of Common Stock after the reverse stock split. For example, a shareholder owning
100 shares of Common  Stock  before the reverse  stock split will be entitled to
receive 82.645 shares of Common Stock after the reverse stock split. The Company
will not issue scrip or fractional shares of Common Stock.  Instead,  as soon as
practicable  after  the  Effective  Date,  the  Company  will  pay in  cash  the
fractional interest based on the closing bid price of the Company's Common Stock
on the Effective  Date, as reported by the Nasdaq SmallCap  Market,  as adjusted
for the reverse stock split.  Based on the previous  example,  and assuming that
the closing bid price for the Company's  Common Stock on the  Effective  Date is


                                      -14-

<PAGE>
$1.50,  the  shareholder  will be entitled to receive 82 shares of the Company's
Common Stock and $1.17 in cash (the closing bid price,  adjusted for the reverse
split, $1.815 ($1.50 x 1.21) multiplied by the fractional interest of 0.645).

The reverse  stock split may result in some  shareholders  owning  "odd-lots" of
less than 100 shares of Common Stock.  Brokerage  commissions and other costs of
transactions   in  odd-lots  are  generally   somewhat   higher  than  costs  of
transactions in "round-lots" of the even multiples of 100 shares.

        PROPOSAL 3 - AMENDMENT OF THE COMPANY'S ARTICLES OF INCORPORATION
                   TO AUTHORIZE A CHANGE IN THE COMPANY'S NAME

The Board of Directors  proposes and recommends that the shareholders  authorize
an amendment to the Company's  Articles of  Incorporation  to change the name of
the Company from The Source  Company to Source  Information  Network,  Inc. Such
amendment  will,  subject  to  shareholder  approval,  take  effect  as  soon as
practicable after the Annual Meeting.

The Board believes that the Company's current name is nondescript and has little
name  recognition  or  identification  among  the  investing  public  or in  the
investment  community.  The Board  believes  that the name,  Source  Information
Network,  Inc. would better reflect the Company's  current and proposed business
operations and that the new name would be more attractive to a broader  spectrum
of  investors  and,   therefore,   should  benefit  both  the  Company  and  its
shareholders.

If the proposed  name change is approved by the  shareholders,  the Company will
apply to the  NASDAQ  Small Cap market  for the  continued  listing of its stock
under the new name. The change of the Company's name will be effected through an
amendment to Article 1 of the Company's  Articles of Incorporation,  the form of
which is set forth in Exhibit B hereto.

                                 OTHER BUSINESS

Management does not know of any other matters which may come before the Meeting.
However,  if any other matters are properly presented to the Meeting,  it is the
intention of the persons named in the  accompanying  proxy to vote, or otherwise
act, in accordance with their judgment on such matters.

                      PROPOSALS FOR THE 1998 ANNUAL MEETING

Proposals  of the  shareholders  intended  to be  presented  at the 1998  Annual
Meeting of Shareholders  must be received by the Company at its principal office
in St.  Louis,  Missouri not later than  February 21 , 1998 for inclusion in the
proxy statement for that meeting.


                                      -15-
<PAGE>
                  RELATIONSHIP WITH THE INDEPENDENT ACCOUNTANTS

BDO Seidman, LLP ("BDO Seidman") served as the independent public accountant for
the Company in fiscal 1997.  The Company's  independent  public  accountant  for
fiscal 1998 will be selected by the Board at a regular  Board meeting to be held
in fiscal  1998.  Representatives  of BDO Seidman  will be present at the annual
meeting with the opportunity to make a statement if they desire to do so and are
expected to be available to respond to appropriate questions.

                                          By Order of the Board of Directors

                                          /s/ Alan G. Johnson

                                          Alan G. Johnson, Secretary


THE BOARD OF DIRECTORS  HOPES THAT YOU WILL ATTEND THE  MEETING.  WHETHER OR NOT
YOU PLAN TO ATTEND, PLEASE COMPLETE, DATE, SIGN AND RETURN THE ENCLOSED PROXY IN
THE ACCOMPANYING ENVELOPE PROMPTLY. IF YOU ATTEND THE MEETING, YOU MAY VOTE YOUR
STOCK  PERSONALLY  BY  DELIVERING  A  WRITTEN  REVOCATION  OF YOUR  PROXY TO THE
SECRETARY OF THE COMPANY.

                                      -16-

<PAGE>

                                    EXHIBIT A

                  Proposed Amendment to Article 4 of Company's
           Articles of Incorporation to Affect the Reverse Stock Split

         RESOLVED,  that section (a) of Article 4 of the  Company's  Articles of
Incorporation is hereby deleted in its entirety and replaced as follows:

                  (a) The aggregate  number of shares of capital stock which the
         corporation  shall have  authority  to issue is eighteen  million  five
         hundred  twenty eight thousand nine hundred  twenty-five  (18,528,925),
         each  having  a par  value  of One  Cent  ($0.01)  per  share.  Of such
         authorized shares,  sixteen million five hundred twenty-eight  thousand
         nine hundred twenty-five  (16,528,925) shares are hereby classified and
         designated  as common  stock and two  million  (2,000,000)  shares  are
         hereby classified and designated as preferred stock.


                                      -17-

<PAGE>
                                    EXHIBIT B

                Proposed Amendment to Article 1 of the Company's
           Articles of Incorporation to Change the Corporation's Name

         RESOLVED,  that Article 1 of the Company's Articles of Incorporation is
hereby deleted in its entirety and replaced as follows:

        "The name of the Corporation is SOURCE INFORMATION NETWORK, INC."



                                      -18-
<PAGE>
                               THE SOURCE COMPANY
               PROXY SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS
         FOR ANNUAL MEETING OF STOCKHOLDERS, JUNE 24, 1997 AT 10:00 A.M.

         The  undersigned  stockholder  of The Source  Company  (the  "Company")
hereby  appoints  S.  Leslie  Flegel  and  William  H.  Lee and  each of them as
attorneys  and  proxies,  each with power of  substitution  and  revocation,  to
represent the  undersigned at the Annual Meeting of  Stockholders of the Company
to be held in the offices of the Company at 11644 Lilburn Park Road,  St. Louis,
Missouri  63146 on June  24,  1997,  at  10:00  A.M.  Central  Time,  and at any
adjournment or postponement  thereof,  with authority to vote all shares held or
owned by the undersigned in accordance with the directions indicated herein.

         Receipt of the Notice of Annual Meeting of Stockholders  dated June 13,
1997, the Proxy Statement furnished herewith, and a copy of the Annual Report on
Form 10-KSB for the year ended January 31, 1997 is hereby acknowledged.

         THIS PROXY WHEN PROPERLY EXECUTED WILL BE VOTED IN THE MANNER DIRECTED
BY THE UNDERSIGNED STOCKHOLDER.  IF NO DIRECTION IS MADE, THIS PROXY WILL BE
VOTED FOR ITEMS 1, 2 AND 3 AND PURSUANT TO ITEM 4.

         THE BOARD OF DIRECTORS RECOMMENDS A VOTE "FOR" ITEMS 1, 2 AND 3

Item 1. Election of Timothy A. Braswell and Harry L. "Terry" Franc, III as Class
II  Directors  for a term of  three  years  expiring  in  2000  and  until  each
director's successor has been duly elected and qualified.

                               Timothy A. Braswell

|_| FOR                           |_| AGAINST                   |_| WITHHOLD


                               Harry L. Franc, III

|_| FOR                           |_| AGAINST                   |_| WITHHOLD


Item 2. A decrease  in the  number of  authorized  shares,  a  reduction  in the
Company's  stated capital and a 1-for-1.21  reverse stock split of the Company's
Common Stock.

|_| FOR                           |_| AGAINST                   |_| WITHHOLD

Item 3. A change of the name of the Company to The Source  Information  Network,
Inc.

|_| FOR                           |_| AGAINST                   |_| WITHHOLD


Item 4. In their discretion,  the Proxies are authorized to vote upon such other
business as may properly come before the meeting or any adjournment thereof.

Dated: ___________, 1997            __________________________________________
                                                 (Signature)

                                    __________________________________________
                                          (Signature if held jointly)

                                     The signature should agree with the name on
                                     your  stock   certificate.   If  acting  as
                                     attorney, executor, administrator, trustee,
                                     guardian, etc., you should so indicate when
                                     signing.  If the  signer is a  corporation,
                                     please sign the full corporate name by duly
                                     authorized  officer.  If  shares  are  held
                                     jointly,     each    shareholder     should
                                     sign.


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