American Greetings Announces Second Quarter Earnings

By American Greetings Corporation, PRNE
Tuesday, September 28, 2010

CLEVELAND, September 29, 2010 - American Greetings Corporation (NYSE: AM) today announced its results for
the second fiscal quarter ended August 27, 2010.

Second Quarter Results

For the second quarter of fiscal 2011, the Company reported total revenue
of US$342.8 million, pre-tax income of US$17.0 million, and net income of
US$8.5 million or 21 cents per share (all per-share amounts assume dilution).
Compared to the prior year, revenue was down approximately US$13.6 million.
Approximately US$10.2 million of the revenue decline was a result of the
party goods transaction that occurred in December 2009. Holding aside the
effect of the party goods transaction, revenue declined about US$3.4 million
or approximately one percent. Also during the quarter, the Company incurred
pre-tax costs associated with the integrations of Papyrus and Recycled Paper
Greetings of US$5.2 million (after tax of approximately US$3.2 million) or
approximately 8 cents per share.

For the second quarter of fiscal 2010, the Company reported total revenue
of US$356.4 million, pre-tax income of US$34.1 million, and net income of
US$23.1 million or 59 cents per share. Included within these results was a
pre-tax benefit from an insurance program of US$7.9 million (after tax of
approximately US$7.6 million) or approximately 19 cents per share.

Management Comments and Outlook

Chief Executive Officer Zev Weiss said, "I am pleased with our overall
performance in the first half of this year. While we continue to see an
erratic recovery in the economy and its effect on our top line, our team has
executed well on cost containment and that execution has directly led to
healthy cash flow. Our cash flow from operations minus capital expenditures
of US$74 million in the first half gets us more than halfway to our full year
forecast of approximately US$125 million."

For fiscal year 2011, the Company continues to anticipate cash flow from
operating activities of about US$165 million and capital expenditures of
approximately US$40 million resulting in cash flow from operating activities
minus capital expenditures of approximately US$125 million.

Conference Call on the Web

American Greetings will broadcast its conference call live on the
Internet at 9:00 a.m. Eastern time today. The conference call will be
accessible through the Investor Relations section of the American Greetings
Web site at investors.americangreetings.com. A replay of the call will
be available on the site.

About American Greetings Corporation

For more than 100 years, American Greetings Corporation (NYSE: AM) has
been a creator and manufacturer of innovative social expression products that
assist consumers in enhancing their relationships. The Company's major
greeting card lines are American Greetings, Carlton Cards, Gibson, Recycled
Paper Greetings and Papyrus, and other paper product offerings include
DesignWare party goods and American Greetings and Plus Mark gift-wrap and
boxed cards. American Greetings also has the largest collection of electronic
greetings on the Web, including cards available at AmericanGreetings.com
through AG Interactive, Inc. (the Company's online division). AG Interactive
also offers digital photo sharing and personal publishing at PhotoWorks.com
and Webshots.com and provides a one-stop source for online graphics and
animations at Kiwee.com. In addition to its product lines, American Greetings
also creates and licenses popular character brands through the American
Greetings Properties group. Headquartered in Cleveland, Ohio, American
Greetings generates annual revenue of approximately US$1.6 billion, and its
products can be found in retail outlets worldwide. For more information on
the Company, visit corporate.americangreetings.com.

Non-GAAP Measures

Certain revenue, after-tax, earnings per share, and liquidity amounts
included in this release may be considered non-GAAP measures under the
Securities and Exchange Commission's Regulation G. The after-tax amounts were
calculated based on the Company's statutory tax rate of approximately 38.9%.
Management believes that providing adjusted revenue information is useful to
investors as it explains the impact of the party goods transaction on the
Company's total revenue. In addition, Management believes that providing
after-tax and earnings per share information is useful to investors in
analyzing the Company's results and that cash flow from operating activities
minus capital expenditures provides a liquidity measure useful to investors
in analyzing the cash generation of the Company.

Factors That May Affect Future Results

Certain statements in this release, including those under Management
Comments and Outlook, may constitute forward-looking statements within the
meaning of the Federal securities laws. These statements can be identified by
the fact that they do not relate strictly to historic or current facts. They
use such words as, "anticipate," "estimate," "expect," "project," "intend,"
"plan," "believe," and other words and terms of similar meaning in connection
with any discussion of future operating or financial performance. These
forward-looking statements are based on currently available information, but
are subject to a variety of uncertainties, unknown risks and other factors
concerning the Company's operations and business environment, which are
difficult to predict and may be beyond the control of the Company. Important
factors that could cause actual results to differ materially from those
suggested by these forward-looking statements, and that could adversely
affect the Company's future financial performance, include, but are not
limited to, the following:

    - a weak retail environment and general economic conditions;
    - the ability to achieve both the desired benefits from the transaction
      with Amscan as well as ensuring a seamless transition for affected
      retail customers and consumers;
    - the Company's successful transition of the Retail Operations segment to
      its buyer, Schurman Fine Papers, and Schurman Fine Papers' ability to
      successfully operate its retail operations and satisfy its obligations
      to the Company;
    - the Company's ability to successfully integrate both Recycled Paper
      Greetings and Papyrus;
    - retail consolidations, acquisitions and bankruptcies, including the
      possibility of resulting adverse changes to retail contract terms;
    - the ability to achieve the desired benefits associated with the
      Company's cost reduction efforts;
    - competitive terms of sale offered to customers;
    - the ability to successfully implement, or achieve the desired benefits
      associated with, any information systems refresh the Company may
      implement;
    - the timing and impact of investments in new retail or product
      strategies as well as new product introductions and achieving the
      desired benefits from those investments;
    - consumer acceptance of products as priced and marketed;
    - the impact of technology on core product sales;
    - the timing and impact of converting customers to a scan-based trading
      model;
    - escalation in the cost of providing employee health care;
    - the Company's ability to achieve the desired accretive effect from any
      share repurchase programs;
    - the Company's ability to comply with its debt covenants;
    - fluctuations in the value of currencies in major areas where the
      Company operates, including the U.S. Dollar, Euro, U.K. Pound Sterling,
      and Canadian Dollar; and
    - the outcome of any legal claims known or unknown.

Risks pertaining specifically to AG Interactive include the viability of
online advertising, subscriptions as revenue generators, and the ability to
adapt to rapidly changing social media and the digital photo sharing space.

In addition, this release contains time-sensitive information that
reflects management's best analysis as of the date of this release. American
Greetings does not undertake any obligation to publicly update or revise any
forward-looking statements to reflect future events, information or
circumstances that arise after the date of this release. Further information
concerning issues that could materially affect financial performance related
to forward-looking statements can be found in the Company's periodic filings
with the Securities and Exchange Commission, including the "Risk Factors"
section of the Company's Annual Report on Form 10-K.

    (All amounts in US dollars unless otherwise noted.)

                                AMERICAN GREETINGS CORPORATION
                       SECOND QUARTER CONSOLIDATED STATEMENT OF INCOME
                             FISCAL YEAR ENDING FEBRUARY 28, 2011

                 (In thousands of dollars except share and per share amounts)

                                            (Unaudited)
                          Three Months Ended            Six Months Ended
                          ------------------            ----------------
                       August 27,      August 28,    August 27,    August 28,
                          2010            2009          2010          2009
                      -----------     -----------    -----------  -----------

    Net
     sales              $333,339        $348,639     $725,444       $757,916
    Other
     revenue               9,480           7,711       13,683         11,356
                           -----           -----       ------         ------
    Total
     revenue             342,819         356,350      739,127        769,272

    Material,
     labor and
     other
     production
     costs               145,713         153,248      303,726        320,417
    Selling,
     distribution
     and
     marketing
     expenses            112,318         117,531      229,869        249,748
     Administrative
     and
     general
     expenses             62,193          48,483      128,225        111,634
    Other
     operating
     (income)
     expense
     -net                   (936)         (1,397)      (1,530)        26,376
                            ----          ------       ------         ------

     Operating
     income               23,531          38,485       78,837         61,097

     Interest
     expense               6,718           6,671       12,920         13,658
     Interest
     income                 (197)           (989)        (410)        (1,265)
    Other
     non-
     operating
     income -
      net                     (3)         (1,291)      (1,703)        (2,333)
                             ---          ------       ------         ------

    Income
     before
     income
     tax
     expense              17,013          34,094       68,030         51,037
    Income
     tax
     expense               8,481          10,972       28,659         17,954
                           -----          ------       ------         ------

    Net
     income               $8,532         $23,122      $39,371        $33,083
                          ======         =======      =======        =======

    Earnings
     per
     share -
     basic                 $0.21           $0.59        $0.99          $0.84

    Earnings
     per
     share -
     assuming
     dilution              $0.21           $0.59        $0.96          $0.84

    Average
     number
     of
     common
     shares
     outstanding      40,026,649      39,407,532   39,832,609     39,508,240

    Average
     number
     of
     common
     shares
     outstanding
     - assuming
       dilution       40,875,329      39,407,532   40,861,761      39,508,240

    Dividends
     declared
     per share             $0.14           $0.12        $0.28           $0.12

                   AMERICAN GREETINGS CORPORATION
    SECOND QUARTER CONSOLIDATED STATEMENT OF FINANCIAL POSITION
                FISCAL YEAR ENDING FEBRUARY 28, 2011

                     (In thousands of dollars)

                                                  (Unaudited)
                                                  -----------
                                          August 27,        August 28,
                                             2010              2009
                                         -----------       -----------

    ASSETS
    CURRENT ASSETS
      Cash and cash equivalents            $133,834           $49,903
      Trade accounts receivable,
       net                                   89,408            92,167
      Inventories                           189,366           199,941
      Deferred and refundable
       income taxes                          61,742            59,082
      Assets held for sale                   11,868            23,188
      Prepaid expenses and other            113,112           148,868
                                            -------           -------
        Total current assets                599,330           573,149

    GOODWILL                                 29,929            26,393
    OTHER ASSETS                            413,809           367,574
    DEFERRED AND REFUNDABLE
     INCOME TAXES                           153,775           171,419

    Property, plant and
     equipment -at cost                     850,025           859,695
    Less accumulated
     depreciation                           609,901           595,757
                                            -------           -------
    PROPERTY, PLANT AND
     EQUIPMENT -NET                         240,124           263,938
                                            -------           -------
                                         $1,436,967        $1,402,473
                                         ==========        ==========

    LIABILITIES AND
     SHAREHOLDERS' EQUITY
    CURRENT LIABILITIES
      Debt due within one year                   $-            $1,000
      Accounts payable                       88,668            96,279
      Accrued liabilities                    74,129            82,082
      Accrued compensation and
       benefits                              48,287            50,925
      Income taxes payable                   23,052             2,856
      Other current liabilities              89,111            94,462
                                             ------            ------
        Total current liabilities           323,247           327,604

    LONG-TERM DEBT                          231,525           335,372
    OTHER LIABILITIES                       174,372           127,066
    DEFERRED INCOME TAXES AND
      NONCURRENT INCOME TAXES
       PAYABLE                               32,194            30,434

    SHAREHOLDERS' EQUITY
      Common shares - Class A                37,137            35,923
      Common shares - Class B                 2,923             3,477
      Capital in excess of par
       value                                482,035           451,328
      Treasury stock                       (951,682)         (941,198)
      Accumulated other
       comprehensive loss                   (30,815)          (40,562)
      Retained earnings                   1,136,031         1,073,029
                                          ---------         ---------
        Total shareholders' equity          675,629           581,997
                                            -------           -------
                                         $1,436,967        $1,402,473
                                         ==========        ==========

                        AMERICAN GREETINGS CORPORATION
              SECOND QUARTER CONSOLIDATED STATEMENT OF CASH FLOWS
                     FISCAL YEAR ENDING FEBRUARY 28, 2011
                           (In thousands of dollars)

                                                   (Unaudited)
                                                 Six Months Ended
                                                 ----------------
                                           August 27,        August 28,
                                              2010              2009
                                          -----------       -----------

    OPERATING ACTIVITIES:
      Net income                              $39,371           $33,083
      Adjustments to reconcile net
       income
          to cash flows from operating
           activities:
        Net (gain) loss on
         dispositions                            (254)           27,696
        Net (gain) loss on disposal of
         fixed assets                          (1,268)                9
        Depreciation and intangible
         assets amortization                   20,463            23,466
        Deferred income taxes                  10,618            26,708
        Other non-cash charges                  8,210             4,622
        Changes in operating assets and
         liabilities,
              net of acquisitions and
               dispositions:
          Trade accounts receivable            44,279           (10,877)
          Inventories                         (24,908)          (15,714)
          Other current assets                 (2,169)           12,801
          Income taxes                         15,125            (2,376)
          Deferred costs - net                 27,905            11,885
          Accounts payable and other
           liabilities                        (54,639)          (20,439)
          Other - net                           5,814            (6,698)
                                                -----            ------
        Total Cash Flows From Operating
         Activities                            88,547            84,166

    INVESTING ACTIVITIES:
      Property, plant and equipment
       additions                              (14,128)          (15,447)
      Cash payments for business
       acquisitions, net of cash
       acquired                                     -           (19,300)
      Proceeds from sale of fixed
       assets                                   2,997               729
      Proceeds from escrow related to
       party goods transaction                 25,151                 -
      Other - net                                   -             3,063
                                                  ---             -----
        Total Cash Flows From Investing
         Activities                            14,020           (30,955)

    FINANCING ACTIVITIES:
      Net decrease in long-term
       debt                                   (98,250)          (54,750)
      Net decrease in short-term
       debt                                    (1,000)                -
      Sale of stock under benefit
       plans                                   19,025                91
      Purchase of treasury shares             (13,052)           (6,176)
      Dividends to shareholders               (11,127)           (9,593)
      Debt issuance costs                      (2,917)                -
        Total Cash Flows From Financing
         Activities                          (107,321)          (70,428)

    EFFECT OF EXCHANGE RATE CHANGES
     ON CASH                                      639             6,904
                                                  ---             -----

    DECREASE IN CASH AND CASH
     EQUIVALENTS                               (4,115)          (10,313)

        Cash and Cash Equivalents at
         Beginning of Year                    137,949            60,216
                                              -------            ------
        Cash and Cash Equivalents at End
         of Period                           $133,834           $49,903
                                             ========           =======

                            AMERICAN GREETINGS CORPORATION
                    SECOND QUARTER CONSOLIDATED SEGMENT DISCLOSURES
                         FISCAL YEAR ENDING FEBRUARY 28, 2011
                               (In thousands of dollars)

                                             (Unaudited)
                          Three Months Ended             Six Months Ended
                          ------------------             ----------------
                      August 27,       August 28,   August 27,     August 28,
                          2010            2009         2010           2009
                     -----------      -----------  -----------    -----------
    Total Revenue:
    North American
     Social
      Expression
       Products        $248,723         $266,886     $552,891       $590,699
    Intersegment
     items                    -                -            -         (5,104)
    Exchange rate
     adjustment           3,435            2,043        7,576          2,413
                          -----            -----        -----          -----
    Net                 252,158          268,929      560,467        588,008

    International
     Social
      Expression
       Products          54,962           54,590      112,763        110,641
    Exchange rate
     adjustment            (226)           2,150         (454)        (1,139)
                           ----            -----         ----         ------
    Net                  54,736           56,740      112,309        109,502

    Retail
     Operations               -                -            -         11,727
    Exchange rate
     adjustment               -                -            -            112
                            ---              ---          ---            ---
    Net                       -                -            -         11,839

    AG Interactive       18,260           18,401       36,926         37,350
    Exchange rate
     adjustment             (93)              96         (205)            (8)
                            ---              ---         ----            ---
    Net                  18,167           18,497       36,721         37,342

    Non-reportable
     segments            17,758           11,964       29,630         22,361

    Unallocated               -              220            -            220

                       $342,819         $356,350     $739,127       $769,272
                       ========         ========     ========       ========

    Segment Earnings
     (Loss):
    North American
     Social
      Expression
       Products         $33,613          $42,780     $101,720       $120,766
    Intersegment
     items                    -                -            -         (3,511)
    Exchange rate
     adjustment           1,501              991        3,443          1,072
                          -----              ---        -----          -----
    Net                  35,114           43,771      105,163        118,327

    International
     Social
      Expression
       Products           1,361            2,310        4,195          2,823
    Exchange rate
     adjustment             (36)               5          (36)          (169)
                            ---              ---          ---           ----
    Net                   1,325            2,315        4,159          2,654

    Retail
     Operations               -                -            -        (34,830)
    Exchange rate
     adjustment               -                -            -           (285)
                            ---              ---          ---           ----
    Net                       -                -            -        (35,115)

    AG Interactive        2,945            1,903        5,419          3,699
    Exchange rate
     adjustment             (59)              28         (161)           (54)
                            ---              ---         ----            ---
    Net                   2,886            1,931        5,258          3,645

    Non-reportable
     segments             3,317              367        5,469            238

    Unallocated         (25,764)         (14,191)     (52,163)       (39,043)
    Exchange rate
     adjustment             135              (99)         144            331
                            ---              ---          ---            ---
    Net                 (25,629)         (14,290)     (52,019)       (38,712)

                        $17,013          $34,094      $68,030        $51,037
                        =======          =======      =======        =======

Gregory M. Steinberg, Treasurer and Executive Director of Investor Relations, American Greetings Corporation, +1-216-252-4864, investor.relations at amgreetings.com

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