<ARTICLE> 5 <CIK> 0001004989 <NAME> PIA MERCHANDISING SERVICES, INC. <MULTIPLIER> 1,000 <PERIOD-TYPE> 3-MOS <FISCAL-YEAR-END> DEC-31-1995 <PERIOD-START> JAN-01-1996 <PERIOD-END> MAR-31-1996 <CASH> 23,434 <SECURITIES> 0 <RECEIVABLES> 13,848 <ALLOWANCES> 448 <INVENTORY> 0 <CURRENT-ASSETS> 38,232 <PP&E> 3,833 <DEPRECIATION> 1,803 <TOTAL-ASSETS> 40,546 <CURRENT-LIABILITIES> 6,608 <BONDS> 0 <PREFERRED-MANDATORY> 0 <PREFERRED> 0 <COMMON> 58 <OTHER-SE> 33,580 <TOTAL-LIABILITY-AND-EQUITY> 40,546 <SALES> 0 <TOTAL-REVENUES> 26,259 <CGS> 0 <TOTAL-COSTS> 20,264 <OTHER-EXPENSES> 4,469 <LOSS-PROVISION> 73 <INTEREST-EXPENSE> (43) <INCOME-PRETAX> 1,496 <INCOME-TAX> 599 <INCOME-CONTINUING> 897 <DISCONTINUED> 0 <EXTRAORDINARY> 0 <CHANGES> 0 <NET-INCOME> 897 <EPS-PRIMARY> 0.18 <EPS-DILUTED> 0.18