<ARTICLE>          5

<LEGEND>           THIS SCHEDULE CONTAINS SUMMARY FINANCIAL
                   INFORMATION EXTRACTED FROM VIAD CORP'S
                   FORM 10-Q FOR THE QUARTERLY PERIOD ENDED
                   SEPTEMBER 30, 1996 AND IS QUALIFIED IN ITS
                   ENTIRETY BY REFERENCE TO SUCH FINANCIAL
                   STATEMENTS.

<MULTIPLIER>       1,000

       
 
                                                                 Exhibit 27
                                                                           
VIAD CORP
FINANCIAL DATA SCHEDULE 
                                                            

<FISCAL-YEAR-END>                                               DEC-31-1996

<PERIOD-END>                                                    SEP-30-1996

<PERIOD-TYPE>                                                         9-MOS

<CASH>                                                                9,174

<SECURITIES>                                                              0

<RECEIVABLES>                                                       207,609

<ALLOWANCES>                                                         17,637

<INVENTORY>                                                          94,580

<CURRENT-ASSETS>                                                    908,665

<PP&E>                                                            1,013,249

<DEPRECIATION>                                                      420,050

<TOTAL-ASSETS>                                                    3,219,314

<CURRENT-LIABILITIES>                                             2,044,615

<BONDS>                                                             582,460

<COMMON>                                                            145,663

<PREFERRED-MANDATORY>                                                 6,604

<PREFERRED>                                                               0

<OTHER-SE>                                                          316,268

<TOTAL-LIABILITY-AND-EQUITY>                                      3,219,314

<SALES>                                                                   0

<TOTAL-REVENUES>                                                  1,775,142

<CGS>                                                                     0

<TOTAL-COSTS>                                                     1,615,957

<OTHER-EXPENSES>                                                     42,066

<LOSS-PROVISION>                                                          0

<INTEREST-EXPENSE>                                                   43,065

<INCOME-PRETAX>                                                      72,483

<INCOME-TAX>                                                         27,620

<INCOME-CONTINUING>                                                  44,863

<DISCONTINUED>                                                       14,171

<EXTRAORDINARY>                                                           0

<CHANGES>                                                                 0

<NET-INCOME>                                                         59,034

<EPS-PRIMARY>                                                          0.64

<EPS-DILUTED>                                                          0.64