SEVERANCE AGREEMENT AND RELEASE OF CLAIMS

        This SEVERANCE AGREEMENT AND RELEASE OF CLAIMS ("Agreement") is made
   and entered into by and between  Lance Ahearn ("Ahearn") and WPL Holdings,
   Inc., a Wisconsin Corporation, ("Company") to extinguish all obligations
   and claims between the parties arising out of the employment of Ahearn by
   Company and his termination from said employment.

        NOW, THEREFORE, for and in consideration of the mutual promises set
   forth herein, the adequacy and sufficiency of which is hereby expressly
   acknowledged by each of the parties hereto, the parties mutually agree as
   follows:

        1.   Preliminary Statement.  Ahearn's employment with Company shall
   terminate effective November 21, 1997 (hereinafter the "Termination
   Date").  The parties agree that, pursuant to Paragraph 2 of the Key
   Executive Employment and Severance Agreement between Ahearn and Company
   entered into on June 25, 1994 (hereinafter the "KEESA," attached hereto as
   Exhibit A), the termination of Ahearn's employment with Company is a
   termination or cancellation prior to a change in control of Company. 
   Accordingly, the KEESA is of no further force and effect and this
   Agreement supersedes and extinguishes all of the parties' rights and
   obligations under the KEESA, or any other letter agreement or oral
   promise.

        2.   Communications to Third Parties .  Ahearn hereby agrees that
   except to the extent necessary required to comply with this Agreement, he
   shall not directly or indirectly disclose, publicize, or publish the terms
   or conditions of this Agreement to anyone other than his spouse, attorney,
   and tax-preparer.  The parties mutually agree that any communications to
   third parties regarding the termination of Ahearn's employment shall state
   only that Ahearn's employment terminated with the mutual agreement of the
   parties.

        3.   Financial Obligations.  Company shall pay to Ahearn his salary
   and benefits to and including the Termination Date specified in Paragraph
   1.  Company further shall pay Ahearn's performance bonus for 1997 on a
   pro-rated basis to the extent that performance criteria for the Heartland
   Development Corporation bonus are met.  Within the (10) days after the
   Effective Date of this Agreement (see Paragraph 9), Company shall pay
   Ahearn, a severance payment of Seven Hundred Sixty Eight Thousand, Nine
   Hundred Dollars ($768,900).  Additionally, Company shall make three
   installment payments in the amount of Two Hundred and Four Thousand, One
   Hundred Ninety Dollars ($204,190) according to the following payment
   schedule: First Payment of Sixty Eight Thousand, Sixty Three Dollars
   ($68,063) on January 9, 1998; Second Payment of Sixty Eight Thousand,
   Sixty Three Dollars ($68,063) on January 8, 1999; and a Third Payment of
   Sixty Eight Thousand, Sixty Four Dollars ($68,064) on January 7, 2000. 
   The parties agree that all amounts discussed in this Paragraph 3 are gross
   amounts which are subject to appropriate tax withholding.  The parties
   further agree that the payments discussed in this Paragraph 3 constitute
   the entire financial obligation of Company to Ahearn.

        4.   Release and Covenant Not to Sue.  In consideration for the
   promises made by Company contained in this Agreement, Ahearn hereby
   releases and discharges Company, its subsidiaries, affiliates, agents,
   employees, officers, directors, shareholders, successors, and assigns from
   all claims, liabilities, demands and causes of action whether known or
   unknown, fixed or contingent, arising out of or in any way connected with
   Ahearn's employment with Company or the termination thereof, and does
   hereby covenant not to file a lawsuit to assert such claims.  This
   Agreement includes, but is not limited to, all matters in law, in equity,
   in contract, or in tort, pursuant to statute, including any claim for
   discrimination arising under the Age Discrimination in Employment Act,
   Title VII of the Civil Rights Act of 1964, the Americans with Disabilities
   Act, or any other federal, state, or local law or ordinance.  This
   agreement does not apply to: (1) any claim or rights that may arise under
   the Age Discrimination in Employment Act after the date this Agreement is
   executed; (2) to any claim or rights that may arise under the Consolidated
   Omnibus Budget Reconciliation Act of 1985 or the Health Insurance
   Portability Protection Act; or (3) to any claims resulting from any duty
   to indemnify Ahearn assumed by Company during the course of Ahearn's
   employment.

        It is expressly agreed Ahearn will not institute, or cause to be
   instituted, any action, lawsuit, complaint, charge, or proceeding against
   Company which relates to, or arises out of Ahearn's employment with
   Company or the termination thereof, and will pay Company's costs in the
   event that any such action is brought.  However, this provision shall not
   prohibit either party from taking such steps as are necessary to enforce
   the terms and conditions of this Agreement.

        5.   No Competition.  In further consideration for the promises made
   by Company contained in this Agreement, Ahearn agrees that he will not,
   for a period expiring one year after the Termination Date, without the
   prior written approval of Company's Board of Directors, participate in the
   management of, be employed by, or own any business enterprise at a
   location within the United States that engages in substantial competition
   with Company or its subsidiaries, where such enterprise's revenues from
   any competitive activities amount to 10% or more of such enterprise's net
   revenues and sales for its most recently completed fiscal year; provided,
   however, that nothing in this Paragraph 4 shall prohibit Ahearn from
   owning stock or other securities of a competitor amounting to less than
   five percent of outstanding capital stock of such competitor.

        6.   Confidentiality.  In further consideration for the promises made
   by Company contained in this Agreement, Ahearn agrees to hold in strictest
   of confidence, and not use to compete with Company or disclose to anyone
   except as expressly authorized in writing by the Board of Directors of
   Company, any proprietary or confidential information of Company or other
   information and data pertaining to the activities and operations of
   Company and not made available to the general public by Company or with
   Company's consent.  Proprietary and confidential information includes, but
   is not limited to, trade secrets, information relating to the business,
   financial, legal, and personnel matters of Company, information relating
   to the internal operations of Company such as operations methods,
   equipment, and quality control procedures, information relating to
   development projects, information relating to actual or potential
   customers or suppliers, marketing plans, price and cost data, and
   proprietary information of other companies or individuals which has been
   disclosed to Company under a requirement of secrecy.  Proprietary and
   confidential information may or may not be in documentary form and
   includes computer software programs, drawings, plans, letters, and
   databases.  

        This obligation shall remain in effect for so long as Ahearn has
   knowledge or possession of information that remains confidential and
   secret.  Ahearn shall promptly return to Company, and not deliver to
   anyone else, all documents and materials containing proprietary and
   confidential information, including the original and all copies and
   summaries of such documents and materials.  

        7.   Entire Agreement.  This Agreement contains the entire agreement
   between the parties, and there are no other understandings or terms,
   either express or implied, that are not expressly stated herein.  This
   Agreement shall be amended only by a written agreement signed by both
   parties.

        8.   Voluntary Agreement; Advice of Counsel; 21-Day Period.  Ahearn
   acknowledges and states that:

        a.   He has read this Agreement, understands its legal and binding
             effect, and is acting voluntarily and freely in executing this
             Agreement.

        b.   He has had an opportunity to seek, and was advised in writing to
             seek, legal counsel prior to signing this Agreement.

        c.   He was given at least 21 days to consider the terms of this
             Agreement prior to signing it.

        9.   Revocation.  The eighth day following Ahearn's execution of this
   Agreement will be the Effective Date of this Agreement.  Ahearn and
   Company expressly agree that Ahearn may revoke this Agreement within seven
   (7) days after he signs it, and that this Agreement shall not become
   effective or enforceable if revoked.

        10.  Severability. The provisions of this Agreement shall be deemed
   severable, and the invalidity or unenforceability of any term or provision
   hereof shall not affect the validity or enforceability of any other term
   or provision hereof, and this Agreement shall be treated as though such
   invalid or unenforceable provision had never been a part of this
   Agreement.

        11.  Choice of Law.  This Agreement shall be construed under the laws
   of the State of Wisconsin.  The venue of any action necessary under this
   Agreement shall be Madison, Wisconsin.  In the event of any necessary
   action, the prevailing party shall be entitled to reasonable costs and
   attorney's fees as the court may adjudge reasonable.

        12.  Binding Effect.  This Agreement shall be binding upon and inure
   to the benefit of each of the parties hereto, and their respective
   subsidiaries, affiliates, legal and personal representatives, estates,
   purchasers, successors, assigns, heirs, executors, and administrators.  

        IN WITNESS WHEREOF, the parties have caused this Agreement to be
   executed as of the date(s) written below.


   Date:                              By:
                                      Lance Ahearn


                                      WPL Holdings, Inc.


   Date:                              By:
                                      Erroll B. Davis, Jr.
                                      President & CEO