
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: WEDNESDAY, August 16, 1995                   TAG: 9508160077
SECTION: BUSINESS                    PAGE: B8   EDITION: METRO 
SOURCE: By MAG POFF STAFF WRITER
DATELINE:                                 LENGTH: Medium

CELLULAR ONE BOUGHT

United States Cellular, the nation's seventh largest cellular telephone carrier, said Tuesday it has acquired the Cellular One systems in Roanoke, Lynchburg and Charlottesville through two separate transactions with Centennial Cellular Corp., valued at $23 million.

Roanoke will become the headquarters for the Virginia operations of United States Cellular, which already serves Covington, Lexington, Bedford County, Franklin County, Martinsville, South Boston and Farmville. The Roanoke-area headquarters will remain at 5228 Valleypointe Parkway.

Al Ruscito, who has been named area manager for United States Cellular in Virginia, said the company's employment throughout the region will increase from 65 people to about 100. Ruscito had managed Cellular One in Roanoke since December and turned down a transfer with Centennial Cellular Corp. in order to remain in Roanoke with the new company.

He said United State Cellular's 25,000 Virginia customers should see improvements in their cellular service. "We look forward to announcing some exciting changes" over the next few months, he said, but he declined to say what they will be.

The Cellular One name will be replaced with United States Cellular at the end of this month, the company said. It also expects to announce several new retail locations.

The company said it gained ownership of the systems in Virginia through two separate deals. First, United States Cellular acquired 100 percent ownership interest in the Roanoke and Lynchburg systems and others in North Carolina and Iowa through an exchange of assets with Centennial Cellular. The latter company acquired two systems in Indiana and one each in Mississippi and Ohio in the swap.

In a separate purchase transaction, United States Cellular acquired Centennial's controlling interest in the system serving the Charlottesville area.

Company representatives said the cellular market is in flux and many companies will be selling and swapping systems in order to consolidate geographical areas.

Founded in 1983, Chicago-based United States Cellular Corp. manages and invests in cellular telephone systems.

The company has more than 588,000 customers and owns or has management of systems in 208 markets. It reported revenues of $318.6 million last year and $96.4 million during the first quarter of this year.

The company's stock, offered since May 1988, trades on the American Stock Exchange.

United States Cellular is 81.3 percent owned by parent company Telephone and Data Systems Inc.

by CNB