RESTRICTED STOCK AGREEMENT


             THIS AGREEMENT made as of the 21st day of December, 1994, by and
   between Heartland Development Corporation, a Wisconsin corporation (the
   "Company"), Erroll B. Davis, Jr. (the "Shareholder"), and the spouse of
   the Shareholder, and WPL Holdings, Inc., a Wisconsin corporation
   ("Holdings").

                                   WITNESSETH:

             WHEREAS, the Shareholder serves as President of Holdings with
   supervisory responsibility for the Company and serves as Chairman of the
   Company;

             WHEREAS, to promote continuity of management and retain the
   services of the Shareholder and enhance the interest of the Shareholder in
   the success of the Company, Holdings believes it is in its and its
   shareholders' best interests to grant an equity interest in the Company to
   the Shareholder and to provide the Shareholder with rights to exchange
   shares of the Company for shares of Common Stock, $.01 par value
   ("Holdings Common Stock") of Holdings, which exchange is intended by
   Holdings and the Shareholder to qualify as a reorganization under the
   Internal Revenue Code Section 368(a)(1)(B);

             WHEREAS, Holdings, the Company and the Shareholder believe it to
   be in the best interests of the parties hereto to assure the continuity of
   ownership of the shares of Common Stock, no par value per share, of the
   Company ("Stock") to be granted to the Shareholder pursuant to this
   Agreement by providing for, among other things, certain restrictions on
   the transfer of such Stock;

             WHEREAS, the Wisconsin Marital Property Law, Wisconsin Statutes
   Chapter 766, effective January 1, 1986, may have the effect of vesting in
   the Shareholder's spouse (the "Spouse") an interest in the Stock to be
   owned by the Shareholder, which interest may take the form of an interest
   in marital property or deferred marital property under such law; and

             WHEREAS, the Shareholder desires to provide for the disposition
   of any interest that the Shareholder's Spouse may obtain in the
   Shareholder's Stock by reason of the Wisconsin Marital Property Law.

             NOW, THEREFORE, in consideration of the mutual covenants and
   agreements contained herein, the parties hereto mutually agree and
   covenant as follows:

             1.   Definitions.  For purposes of this Agreement, the following
   terms have the meanings set forth below:

             "Cause" means any one or more of the following: (i) theft,
   dishonesty, fraudulent misconduct, gross dereliction of duty or other
   grave misconduct on the part of the Shareholder which is substantially
   injurious to Holdings or the Company or (ii) repeated and demonstrated
   failure to perform material duties in a competent and efficient manner.

             "Disability" means the Shareholder becomes physically or
   mentally disabled so as to become unable, for a period of more than six
   (6) consecutive months, to perform his duties hereunder on substantially a
   full-time basis.

             "Divorce" is defined in Section 9(A).

             "Net Book Value Per Share" means the value of the Company's
   consolidated tangible assets minus all of its consolidated liabilities as
   reflected on the Company's financial statements for the year end
   immediately preceding the date in question, divided by the number of
   shares of Stock outstanding as of the date of such financial statements,
   plus any additional shares of Stock that have vested in the Shareholder
   pursuant to this Agreement subsequent to the date of such financial
   statements (with such share numbers appropriately adjusted for any stock
   splits); provided, however, that no value shall be given to goodwill,
   going concern value, trademarks, copyrights, licenses, trade names,
   patents or other intangible assets of the Company.  Net Book Value Per
   Share shall be determined in accordance with generally accepted accounting
   principles consistently applied.  If the Company has obtained audited
   financial statements for such fiscal year, such audited financial
   statements shall be conclusively used in such calculation.

             "Pledge" is defined in Section 6(A).

             "Public Offering" means an underwritten offering to the public,
   or distribution to the shareholders of Holdings, of equity securities
   which results in at least 20% of the total value of the Company's equity
   securities being held by 500 or more shareholders other than Holdings.

             "Purchaser."  The Company shall at all times have the right (but
   not the obligation) to arrange for the purchase by one or more Purchasers
   in the Company's stead of all or part of any Stock that the Company has
   the right or obligation to purchase pursuant to any Section of this
   Agreement.  The term "Purchaser" shall mean an individual or entity
   designated by the Company to purchase Stock in lieu of the Company, as
   provided by the preceding sentence, in such amounts and on such terms and
   conditions as the Company shall determine. Such designation of a Purchaser
   or Purchasers and such determination of amounts, terms and conditions
   shall be made by the Company's Board of Directors.  Each Purchaser shall
   pay its pro rata share of the aggregate purchase price as set forth in the
   appropriate Section of this Agreement for any Stock purchased by such
   Purchaser.

             "Sale Notice" is defined in Section 10(A).

             "Sale of the Company" means (i) the transfer for value of more
   than 50% of the shares of Stock owned by the existing shareholders in the
   aggregate, or of voting trust certificates representing such shares, to a
   purchaser or purchasers, other than one or more of the existing
   shareholders, in a transaction or series of transactions in any one (1)
   year period; or (ii) the merger or consolidation of the Company so that
   upon completion of such transaction the existing shareholders own less
   than 50% of the outstanding Stock of the successor; or (iii) the sale of
   substantially all of the Company's assets to one or more third parties for
   value in one transaction or a series of related transactions. "Sale of the
   Company" shall not include a Public Offering, a pledge of Stock by the
   Company's majority shareholder or a transfer of such Stock by the
   Company's majority shareholder to its primary lenders.

             "Transfer" is defined in Section 4(A).

             "Transferee" is defined in Section 9(D).

             "Transfer Notice" is defined in Section 5(A).

             "Valuation Formula Price" means a price as of the most recent
   Fiscal Year as determined by an independent appraiser selected by the
   Compensation Committee of the Board of Directors of Holdings and the
   Shareholder, provided however, if Holdings and the Shareholder cannot
   agree on an appraiser each of Holdings and the Shareholder shall select an
   appraiser and each of such appraisers so selected shall select a third
   appraiser.  The Valuation Formula Price shall be the average of the fair
   market values determined by such three appraisers.

             2.   Grant of Stock.  In consideration of the continued
   employment of the Shareholder by Holdings and the Company, the Company
   grants to the Shareholder 1.67 shares of Stock upon the terms and
   conditions set forth herein.

             3.   Vesting.  As long as the Shareholder is still serving the
   Company as its Chairman, the Stock granted to the Shareholder pursuant to
   Section 2 hereof shall vest in the Shareholder as follows: (i) .4175
   shares of Stock on December 21, 1994; (ii) .4175 shares of Stock on March
   31, 1995; (iii) .4175 shares of Stock on March 31, 1996; and (iv) .4175
   shares of Stock on March 31, 1997.  Notwithstanding the vesting schedule
   above, (A) all shares of Stock granted to the Shareholder pursuant to
   Section 2 hereof shall vest in the Shareholder if there is a Sale of or
   public offering by the Company and (B) in the event of the Executive's
   death or Disability prior to March 31, 1997, a pro rata portion (based on
   the number of days elapsed from the immediately preceding March 31 to the
   date of death or Disability) of the Stock that would have vested on the
   next succeeding March 31 shall vest as of the date of death or Disability.

             4.  Restrictions on Transferability.

             (A)  Except as hereinafter provided, the Shareholder may not
   sell, pledge, encumber, transfer by or pursuant to a gift or bequest or
   otherwise transfer or dispose of, and will not permit to be sold,
   encumbered, attached, or otherwise disposed of or transferred in any
   manner, either voluntarily or by operation of law (collectively referred
   to as "Transfer"), all or any portion of the Stock granted to the
   Shareholder pursuant to this Agreement, or any Stock at any time hereafter
   acquired by the Shareholder in respect of such Stock, except in accordance
   with and subject to the terms of this Agreement.

             (B)  For purposes of this Agreement, all references to Stock
   owned or held by the Shareholder shall include, without limitation, all
   interests in Stock now owned or hereafter acquired by the Spouse as
   marital property or pursuant to the Spouse's elective rights to deferred
   marital property or to an augmented marital property estate.  The creation
   of an interest in the Stock in the Spouse by operation of marital property
   laws during the Shareholder's lifetime shall not be deemed to be a
   Transfer of such Stock or any portion thereof for purposes of this
   Agreement so long as (i) the Stock in which such interest is created
   continues to be registered solely in the name of the Shareholder and (ii)
   the Shareholder maintains full management and control rights with respect
   to such Stock; provided, however, that if either of the foregoing
   conditions shall cease to be satisfied, then the Shareholder and the
   Company shall have the option to purchase the Spouse's interest in the
   Stock in the sequence and manner and upon the same terms and conditions as
   specified in Section 9 hereof as if the marital relationship of the
   Shareholder and the Spouse had been terminated.  During the marriage of
   the Shareholder and the Spouse, the Shareholder's obligation to sell or to
   offer to sell Stock and the Company's option or right to purchase the
   Stock hereunder shall include an obligation on the part of the Spouse to
   sell or to offer to sell any interest of the Spouse in the Stock in the
   same manner and upon the same terms and conditions.

             (C)  Anything in this Agreement to the contrary notwithstanding,
   the Shareholder may not Transfer any shares of Stock granted pursuant to
   Section 2 hereof until such shares are vested pursuant to Section 3
   hereof.

             5.   Right of First Refusal.

             (A)  If the Shareholder desires to Transfer any Stock (other
   than pursuant to Sections 6 or 7 or to the Company), then the Shareholder
   shall give prior written notice ("Transfer Notice") of such intention to
   the Company specifying the name of the proposed transferee, the proposed
   consideration for such transfer, the number of shares involved and all
   other terms of the proposed transfer.  Such Transfer Notice shall
   constitute an offer to sell to the Company the number of shares of Stock
   indicated in the Transfer Notice at a price per share equal to the lesser
   of the price specified in the Transfer Notice per share or the Net Book
   Value Per Share (or if after March 31, 1997, the Valuation Formula Price)
   as of the date of the Transfer Notice.  Within thirty (30) days after
   receipt of such Transfer Notice, the Company may, at its option, elect to
   purchase all, but not less than all, of the shares of Stock offered.  The
   Company shall exercise its option to purchase by delivering written notice
   thereof to the Shareholder within the option period.

             (B)  If the Company elects to purchase the Shareholder's Stock
   as provided in Section 5(A), then the terms of payment for such purchase
   shall be the terms offered by the Shareholder's proposed transferee as
   specified in the Transfer Notice; provided, however, if the shares of
   Stock are offered for purchase because of a Transfer by operation of law,
   the terms of such purchase shall be cash at the closing.  The closing of
   any sale made pursuant to Section 5(A) hereof shall be held not later than
   sixty (60) days after receipt of the Transfer Notice by the Company or on
   such other date as mutually agreed by the Company and the Shareholder.

             (C)  If the Company is entitled to purchase the Shareholder's
   Stock as provided herein but does not elect to do so, then the Shareholder
   may make a bona fide transfer of the Stock described in the Transfer
   Notice to the prospective purchaser named in the Transfer Notice.  Such
   transfer shall be made only in strict accordance with the specific terms
   stated in the Transfer Notice and only if such purchaser agrees in writing
   to sign a counterpart of this Agreement so as to impose on the Stock so
   transferred restrictions on further transferability identical to the
   restrictions imposed by this Agreement, and to bind the transferee as if
   such transferee were a party hereto.  If, however, the Shareholder fails
   to make such transfer in compliance with this Section 5(B) within thirty
   (30) days following the expiration of the last time period provided in
   Section 5(A) above, the Shareholder's Stock shall again become subject to
   all the restrictions of this Agreement.

             6.   Pledge.  If the Shareholder desires to voluntarily Transfer
   by pledge, security interest or other encumbrance ("Pledge") any of the
   Shareholder's Stock (other than to the Company), then the Shareholder
   shall first give notice thereof to the Company, setting forth the terms of
   Pledge and affording to the Company a period of not less than ten (10)
   days within which to consult and advise with the Shareholder and attempt
   to arrange an acceptable alternative to such Pledge, if desirable and
   feasible.  Such notice period may be waived or shortened by written notice
   from the Company to the Shareholder.  Any attempted Pledge in violation of
   this Agreement shall be void.  If no mutually acceptable alternative is
   arranged within such period, then the Shareholder shall be free to effect
   such Pledge, provided that the Shareholder shall continue to be subject to
   all of the terms and provisions of this Agreement in respect to the
   Shareholder's interest in the Pledged Stock, and the holding by the
   pledgee shall likewise be subject to all such terms and provisions as
   though the pledgee were a party hereto.  So long as such Pledge is in
   effect, if the Shareholder shall default (or be deemed by the pledgee to
   be in default), then the Company shall at all times thereafter have the
   immediate and continuing option to purchase the Pledged Stock (whether
   still in Pledge or in the ownership of the pledgee or any other
   transferee) upon notice by the Company to the Shareholder, pledgee or
   other record holder, at the Net Book Value Per Share as of the date of
   default and in current and immediately available funds within thirty (30)
   days after notice has been given of election to purchase such shares or on
   such other date as mutually agreed by the Company and the Shareholder,
   pledgee or other recordholder, as the case may be.

             7.   Termination of Employment.

             (A)  In the event of the Shareholder's death, Disability or
   termination from employment without Cause, or resignation after March 31,
   1997 or termination for Cause after March 31, 1997, (i) the Shareholder or
   the personal representative of the Shareholder's estate shall be required
   to sell all Stock held or owned by such Shareholder, and the Company shall
   be required to purchase all such Stock, at a purchase price per share
   equal to the Valuation Formula Price as of the date of death, Disability
   or termination or resignation after March 31, 1997, as the case may be;
   and (ii) any shares of Stock granted to the Shareholder pursuant to
   Section 2 hereof but not vested pursuant to Section 3 hereof shall
   automatically be forfeited and returned to the Company and any dividend or
   other distribution held in trust by the Company pursuant to Section 13
   hereof and applicable to such shares shall automatically be forfeited to
   the Company.

             (B)  In the event of the Shareholder's resignation from his
   employment by Holdings or the Company prior to March 31, 1997 or Holdings
   or the Company's termination of the Shareholder's employment for Cause
   prior to March 31, 1997, (i) such Shareholder shall be required to sell
   all Stock held or owned by such Shareholder, and the Company shall be
   required to purchase all such Stock at a purchase price per share equal to
   the Net Book Value Per Share as of the date of resignation or termination,
   and (ii) any shares of Stock granted to the Shareholder pursuant to
   Section 2 hereof but not vested pursuant to Section 3 hereof shall
   automatically be forfeited and returned to the Company and any dividend or
   other distribution held in trust by the Company pursuant to Section 13
   hereof and applicable to such shares shall automatically be forfeited to
   the Company.

             (C)  For purchases and sales pursuant to Section 7(A) or 7(B),
   the purchase price shall be paid in current and immediately available
   funds within thirty (30) days after such termination described in Section
   7(A) or 7(B) or on such other date as mutually agreed by the Company and
   the Shareholder or the personal representative of the Shareholder's
   estate, as the case may be.

             8.   Involuntary Transfer.  Whenever the Shareholder has any
   notice or knowledge of any attempted, impending or consummated involuntary
   Transfer of any of the Shareholder's Stock, whether by operation of law or
   otherwise, the Shareholder shall give immediate written notice thereof to
   the Company.  Whenever the Company has any other notice or knowledge of
   any such attempted, impending or consummated involuntary Transfer, it may
   give written notice thereof to the Shareholder.  In either case, the
   Shareholder will forthwith disclose to the Company all pertinent
   information in his possession relating thereto.  If any Stock is subject
   to any such involuntary Transfer, the Company shall at all times have the
   immediate and continuing option to purchase such Stock upon notice by the
   Company to the Shareholder or other record holder, at the Net Book Value
   Per Share or in event of an involuntary transfer after March 31, 1997, at
   the Valuation Formula Price as of the date of involuntary Transfer and in
   current and immediately available funds within thirty (30) days after
   notice has been given of election to purchase such shares or on such other
   date as mutually agreed by the Company and the Shareholder or other record
   holder, as the case may be, and Stock so purchased shall in every case be
   free and clear of such Transfer.

             9.  Termination of Marital Relationship.

             (A)  If the marital relationship of the Shareholder and the
   Spouse is terminated by the death of the Spouse or by divorce, annulment,
   legal separation or other termination by judicial process ("Divorce") and
   the Shareholder does not receive, or succeed to, all interests of the
   Spouse in Stock acquired through marital property laws or otherwise,
   whether by testamentary disposition, operation of law, property settlement
   agreement, court order or otherwise, then the Shareholder will have the
   option to purchase any part or all of the Spouse's interest in the Stock
   and the Spouse or the personal representative of the Spouse's estate, as
   the case may be, shall be obligated to sell such interest in the Stock at
   the Net Book Value Per Share if prior to March 31, 1997, and thereafter at
   the Valuation Formula Price as of the date of death or Divorce, as the
   case may be, and in current and immediately available funds within thirty
   (30) days after notice has been given (as provided for below) or on such
   other date as mutually agreed by the Company, the Shareholder and the
   Spouse or the personal representative of the Spouse's estate, as the case
   may be.

             (B)  If the Shareholder elects to purchase the Spouse's interest
   in the Stock in whole or in part, the Shareholder shall signify such
   election and the portion of the Spouse's interest in the Stock to be
   purchased by written notice delivered to the Spouse or the personal
   representative of the Spouse's estate and to the Company within sixty (60)
   days after the date of the Spouse's death or the effective date of the
   Divorce.

             (C)  If the Shareholder fails to exercise such option in full
   within such 60-day period, the Company shall, during the 60-day period
   following the later of (i) the expiration of the 60-day period described
   in Section 9(B) or (ii) the date upon which the Company shall receive
   actual notice of the Spouse's death or Divorce, have the option to
   purchase that portion of the Spouse's interest in the Stock not purchased
   by the Shareholder upon written notice delivered within such latter 60-day
   period to the Spouse or to the personal representative of the Spouse's
   estate.  If the Company elects to purchase that portion of the Spouse's
   interest not purchased by the Shareholder as provided herein, the price
   shall be the Net Book Value Per Share if prior to December 21, 1997, and
   thereafter at the Valuation Formula Price as of the date of death or
   Divorce, as the case may be, and such payment shall be in current and
   immediately available funds within thirty (30) days after notice of such
   election has been given or on such other date as mutually agreed by the
   Company and the Spouse or the personal representative of the Spouse's
   estate, as the case may be.

             (D)  Upon lapse in whole or in part of the Shareholder's and the
   Company's option heretofore described, the Spouse or the personal
   representative of the Spouse's estate, as the case may be, shall continue
   to be bound by the provisions of this Agreement with respect to any
   interest in the Stock not purchased pursuant to this Section 9; provided,
   however, that the personal representative may transfer any part or all of
   the Stock not so purchased pursuant to the terms of the Spouse's Last Will
   and Testament or other estate planning documents or pursuant to the laws
   of intestacy (if applicable) of the state of which the Spouse shall have
   been a resident on the date of the Spouse's death (the transferee being
   hereinafter referred to as "Transferee"); provided, further, that all
   interests in the Stock so transferred shall continue to be subject to all
   of the terms and conditions of this Agreement.  The Shareholder's
   obligation to sell or to offer to sell Stock pursuant to this Agreement
   shall include an obligation on the part of the Spouse, the personal
   representative of the Spouse's estate, or the Transferee to sell or to
   offer to sell the interest in the Stock owned by such person in the same
   manner and upon the same terms and conditions. In the absence of a court
   order, no obligation to cause shares representing an interest in the Stock
   owned by the Spouse, the personal representative of the Spouse's estate or
   the Transferee to be registered in such person's name if such shares shall
   then be registered in the Shareholder's name.  The Company shall have the
   right to require, as a condition to any transfer of Stock on the books of
   the Company, that the Transferee execute a shareholders' agreement
   substantially in the form of this Agreement.

             10.  Sale of the Company.

             (A)  In the event of an impending Sale of the Company, the
   Company shall send prior written notice of such impending sale (the "Sale
   Notice") to the Shareholder, which notice shall set forth the
   consideration to be paid for each share of Stock and the terms and
   conditions of the proposed sale. Within five (5) days after the date of
   the Sale Notice, the Shareholder shall have the right to require, by
   written notice to the Company, that all, but not less than all, of his
   Stock, whether vested pursuant to Section 3 hereof or not, be included in
   such sale, on substantially the same terms and conditions and for the same
   or equivalent consideration as are available to other shareholders.  If
   the Sale of the Company is accomplished pursuant to a sale of
   substantially all of the Company's assets, then the Company shall fulfill
   its obligation under this Section by distributing to the Shareholder his
   pro-rata share of the proceeds of such sale.

             (B)  If the Sale Notice so provides, the Shareholder shall be
   required to sell all of his Stock at the same price, on the same terms and
   conditions, at such time (which may be immediately) and in such manner as
   specified in the Sale Notice.

             11.  Public Offering.  In the event of a Public Offering,
   Sections 4(A), 5, 6, 7, 8, 9, 10 and 11.1 of this Agreement shall
   terminate; provided, however, that obligations to make payments, if the
   event creating such obligations occurred prior to the Public Offering,
   shall not hereby be terminated.

             11.1 Exchange of Stock for WPL Holdings, Inc. Common Stock.

             (A)  Commencing on March 31, 1997 and on March 31 of each year
   thereafter, or next succeeding business day if such date is not a business
   day, (each such date separately the "Exchange Date"), the Shareholder
   shall be entitled to exchange 33 1/3% of the shares of Stock owned by the
   Shareholder on the Exchange Date for shares of Holdings Common Stock.  If
   the Shareholder does not exercise his exchange option on any Exchange
   Date, he shall then be entitled to exchange the following Applicable
   Percentage of shares of Stock owned on subsequent Exchange Dates.

            Years from              Applicable
      Previous Exchange Date        Percentage

                1                     33 1/3
                2                       55
                3                       70
                4                       80
                5                      100 

             When the remaining shares of Stock owned by the Shareholder
   equal .5 shares or less, the next Applicable Percentage shall be 100%.  

             For purposes of such exchange, each share of Stock shall be
   valued at the Valuation Formula Price and shares of Holdings Common Stock
   shall be valued at their Fair Market Value.  Fair Market Value of Holdings
   Common Stock means average of the per share closing prices in its
   principal trading market for the Holdings Common Stock for the five (5)
   trading days next preceding the Exchange Date.

             (B)  All shares of Holdings Common Stock exchanged pursuant to
   this Agreement will be subject to the following agreement:  (i) the shares
   may not be sold, transferred or otherwise alienated or hypothecated except
   in compliance with the Securities Act of 1933 and applicable State
   securities laws; and (ii) the Company may require the Shareholder to enter
   into an appropriate agreement at the time of delivery of Holdings Common
   Stock.

             12.  Voting Rights.  The Shareholder shall have voting rights
   for all Stock granted pursuant to Section 2 hereof regardless of whether
   it has vested pursuant to Section 3 hereof.

             13.  Dividends and Other Distributions.  Unless specifically
   determined by the Board of Directors and reflected in written notice to
   the Shareholder, no dividends or other distributions will be paid with
   respect to the Stock owned by the Shareholder; provided, however, that
   dividends may be paid on Stock owned by Holdings ("Holdings Stock")
   respecting capital invested in the Company by Holdings after January 1,
   1992, which dividends shall for purposes of this Agreement be deemed to be
   return of capital to Holdings, and the Shareholder shall have no rights to
   receive or participate pro rata or otherwise in such distributions.  The
   total amount of dividends on Holdings Stock shall not exceed the portion
   of paid-in capital and retained earnings allocated to Holdings Stock.  All
   dividends on Holdings Stock shall be considered a repurchase of Holdings
   Stock at the Valuation Formula Price next preceding the date of any
   dividend payment.  The Shareholder and Holdings recognize that the
   agreements set forth in this Paragraph 13 result in the creation of two
   (2) classes of Common Stock, no par value, of the Company and agree to
   execute appropriate amendments to the Articles of Incorporation reflecting
   such agreement.

             14.  Endorsement on Stock Certificates.  Conspicuously noted on
   each certificate representing Stock now owned or hereafter acquired by the
   Shareholder (or his Spouse or transferee) shall be a legend reading
   substantially as follows:

             "ANY SALE, ASSIGNMENT, TRANSFER, PLEDGE OR ANY OTHER
        DISPOSITION OF THE SHARES OF STOCK REPRESENTED BY THIS
        CERTIFICATE IS RESTRICTED BY, AND SUBJECT TO, THE TERMS AND
        PROVISIONS OF A RESTRICTED STOCK AGREEMENT DATED AS OF
        _______________.  A COPY OF SUCH AGREEMENT AND OF ALL AMENDMENTS
        OR SUPPLEMENTS THERETO IS ON FILE IN THE OFFICE OF THE SECRETARY
        OF THE COMPANY. BY ACCEPTANCE OF THIS CERTIFICATE, THE HOLDER
        AGREES TO BE BOUND BY THE TERMS OF SAID AGREEMENT AND ALL
        AMENDMENTS OR SUPPLEMENTS THERETO."

             15.  Certain Breaches.  If the Shareholder refuses to deliver
   stock certificates representing Stock in breach of this Agreement (as
   determined by the Company's legal counsel), the Company shall have the
   right to cancel the outstanding stock certificates owned or held by or in
   the name of the Shareholder and to reissue stock certificates representing
   such shares in the name of the Company and/or any Purchaser upon the
   payment of the appropriate aggregate purchase price as provided herein,
   and the defaulting Shareholder agrees to indemnify and hold the Company
   and any Purchaser harmless from and against all costs, damages and
   expenses as a result of such breach.

             16.  Certain Actions by the Company.  The Shareholder agrees
   that, if the Company is unable to make any purchase required of it
   hereunder because of the provisions of applicable statutes or of its
   Articles of Incorporation or By-Laws, the Company, the Shareholder, and
   the Spouse, transferees and legal representatives of the Shareholder and
   his/her Spouse shall take such corporate action as may be necessary to
   permit the Company to make such purchase, including without limitation any
   action necessary to recapitalize the Company to increase the surplus of
   the Company to an amount adequate to pay the purchase price of the Stock
   to be so purchased; provided, however, that the foregoing shall not be
   construed to require any such person to make any additional personal
   investment in the Company.  Notwithstanding the foregoing, nothing
   contained in this Agreement shall require the Company to purchase or
   impose any liability upon the Company for failing to purchase Stock if
   such purchase would render the Company insolvent or would be prohibited by
   law or any applicable state or federal regulation.  The Shareholder
   further agrees that nothing in this Agreement shall in any way limit the
   Company's rights to issue additional shares of Stock provided, however, in
   the event that shares are issued at less than Net Book Value Per Share (or
   if after March 31, 1997, the Valuation Formula Price) the Board shall make
   such an equitable adjustment, as it shall determine in its reasonable
   discretion in the price at which shares held by the Shareholder may be
   repurchased by the Company.

             17.  Withholding Tax.  If the Company determines that it is
   required to withhold state or federal income tax or FICA tax as a result
   of the vesting of the Shareholder's Stock, the Shareholder will make
   arrangements satisfactory to the Company to enable it to satisfy such
   withholding requirements.  Notwithstanding the foregoing, the Shareholder
   may elect, by written notice to the Company delivered ten (10) business
   days prior to any regular date for the vesting of Stock pursuant to
   Section 3 (or upon execution of this Agreement for Stock vesting upon such
   execution), to satisfy the Shareholder's obligation under this Section as
   to Stock vesting on such date by requesting the Company to purchase from
   the Shareholder on the vesting date, at a price per share of Stock equal
   to the Net Book Value Per Share, an amount of the Stock to be vested equal
   in value to the lesser of (A) the amount the Company has determined it is
   required to withhold on such date and (B) the amount set forth in the
   Shareholder's request.  The Company shall be obligated to comply with each
   such request under this Section 17.

             18.  Termination.  Except as otherwise provided herein, this
   Agreement and all provisions thereof shall continue in force and effect
   until terminated by a majority of the Board of Directors of the Company
   and the Shareholder; provided, however, that obligations to make payments,
   if the events creating such obligations occurred prior to the termination,
   shall not hereby be terminated.

             19.  Notice.  Every notice or request required or permitted
   herein shall be in writing and shall be deemed given when delivered
   personally, sent by telecopy or facsimile (with receipt acknowledged) or
   mailed by United States registered or certified mail, return receipt
   requested and postage prepaid, to the recipient.  Such notice, request or
   other communication will be sent to each party hereto at the addresses
   indicated below, until some other address shall have been designated in a
   written notice given in like manner:

             (A)  If to Holdings or the Company, to:

                  WPL Holdings, Inc.
                  Heartland Development Corporation 
                  c/o WPL Holdings, Inc. 
                  222 West Washington Avenue 
                  P.O. Box 2568
                  Madison, Wisconsin 53701-2568 
                  Attention:  Edward M. Gleason

                  With a copy to:

                  Foley & Lardner 
                  777 East Wisconsin Avenue
                  Milwaukee, Wisconsin 53202-5367 
                  Attention:  Benjamin F. Garmer, III

             (B)  If to the Shareholder or his Spouse, to:

                  Erroll B. Davis, Jr.
                  7829 Noll Valley Road
                  Verona, Wisconsin 53593

             20.  Severability, Governing Law and Effect of Invalid
   Provisions.  The invalidity or unenforceability of any particular
   provision of this Agreement shall not affect the other provisions hereof,
   and this Agreement shall be construed in all respects as if such invalid
   or unenforceable provision were omitted.  This Agreement shall be governed
   by the laws of the State of Wisconsin.

             21.  Successors and Assigns.  This Agreement and each provision
   thereof (whether expressed or not) shall be binding upon and inure to the
   benefit of Holdings, the Company, the Shareholder, the Spouse and their
   respective successors, heirs, legatees, executors, personal
   representatives and assigns.

             22.  Headings.  The headings of this Agreement are intended
   solely for convenience of reference and shall be given no effect in the
   construction or interpretation of this Agreement.

             23.  Counterparts.  This Agreement may be executed in two or
   more counterparts, each of which shall be deemed an original, but all of
   which together shall constitute but one and the same instrument.

             24.  Entire Agreement.  This Agreement constitutes the entire
   agreement between the parties hereto with respect to the subject matter
   hereof and may not be modified orally or in any manner other than by any
   agreement in writing signed by all of the parties hereto.

             IN WITNESS WHEREOF, the parties have executed this Agreement as
   of the day and year first above written.

                                 WPL HOLDINGS, INC.
                                 ("Holdings")



   [Corporate Seal]              By: /s/ Edward M. Gleason
                                 Its:  Vice President


                                 HEARTLAND DEVELOPMENT CORPORATION
                                 (the "Company")



   [Corporate Seal]              By: /s/ Edward M. Gleason
                                 Its:  Assistant Secretary


                                 SHAREHOLDER


                                 /s/ Erroll B. Davis, Jr.
                                 Erroll B. Davis, Jr.



             The undersigned Spouse of the Shareholder acknowledges that she
   has read this Agreement and consents to its terms, to the disposition made
   herein of any interest she may have in the Shareholder's Stock at any time
   through marital property or otherwise and to the determination of purchase
   price.


                                 /s/ Elaine E. Davis
                                 Name  Elaine E. Davis