UNITED STATES
                      SECURITIES AND EXCHANGE COMMISSION
                            WASHINGTON, D.C. 20549
                                   FORM 10-K

                     ANNUAL REPORT PURSUANT TO SECTION 13
                    OF THE SECURITIES EXCHANGE ACT OF 1934

                  For the Fiscal Year Ended December 28, 1996
                        Commission file number 1-11793
                             THE DIAL CORPORATION
            (Exact Name of Registrant as Specified in its Charter)

     DELAWARE                                                       51-0374887
(State  or  Other  Jurisdiction  of                           (I.R.S. Employer
Incorporation  or  Organization)                           Identification No.)

1850  NORTH  CENTRAL  AVENUE
     PHOENIX,  ARIZONA                                              85004-4525
(Address  of  Principal  Executive  Offices)                        (Zip Code)

Registrant's  Telephone  Number,  Including  Area  Code:  (602)  207-2800
Securities  registered  pursuant  to  Section  12  (b)  of  the  Act:

                                                     Name  of  each  exchange
     Title  of  each  class                            on  which  registered

  Common  Stock,  $.01  par  value                     New York Stock Exchange
  Preferred Share Purchase Rights                      New York Stock Exchange
  
  Securities  registered  pursuant  to  Section  12  (g)  of  the  Act:
   NONE
Indicate  by  check mark whether the registrant (1) has filed all Exchange Act
reports  required  to  be  filed  by  Section  13  or 15 (d) of the Securities
Exchange  Act of 1934 during the preceding 12 months, and (2) has been subject
to  such  filing  requirements  for  the  past  90  days.
               Yes           X                                  No
                        -----------                                -----------
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405
of  Regulation  S-K is not contained herein, and will not be contained, to the
best  of  the  registrant's  knowledge,  in  definitive  proxy  or information
statements  incorporated  by  reference  in  Part III of this Form 10-K or any
amendment  to  this  Form  10-K.    /      /

As of March 14, 1997,  95,913,395 shares of Common Stock ($.01 par value) were
outstanding  and  the aggregate market value of the Common Stock (based on its
closing price per share on such date) held by non affiliates was approximately
$1.52  billion.

                      DOCUMENTS INCORPORATED BY REFERENCE
     DOCUMENTS                                              WHERE INCORPORATED
A  portion of Proxy Statement for Annual Meeting of
Shareholders  to  be  held May 29, 1997.                        Part III

Portions of the 1997 Annual Report to Shareholders.         Part I,II and IV

Part  I.
ITEM  1.  BUSINESS.
(a)  GENERAL  DEVELOPMENT  OF  BUSINESS.
On  July  25,  1996,  the  Board  of  Directors  of The Dial Corp ("the Former
Parent") declared a dividend (the "Distribution") to effect the spinoff of its
Consumer  Products  Business.    The  dividend was paid on August 15, 1996, to
shareholders of record as of August 5, 1996.  Each Dial shareholder received a
dividend of one share of common stock of The Dial Corporation ("the Company"),
which,  after  the  Distribution,  owns  and  operates  the  Consumer Products
Business  previously  conducted  by  the Former Parent.  Concurrently with the
Distribution,  the  name  of  the  Former  Parent  was  changed  to Viad Corp.

In  connection  with  the  Distribution,  the  Company  filed  a  registration
statement  on  Form  10/A  (Am.  No.  2)  with  the  Securities  and  Exchange
Commission,  which  was  declared effective on July 30, 1996 ( the "Form 10").

(b)    FINANCIAL  INFORMATION  ABOUT  INDUSTRY  SEGMENTS.
The  Company  operates  in one business segment, nondurable consumer products.
These  operations  include  the  manufacturing  and  marketing  of  nondurable
consumer  products  sold  primarily  through grocery and other retail outlets.

(c)    NARRATIVE  DESCRIPTION  OF  BUSINESS.
The  Company  is  a leading producer and marketer of personal care, detergent,
air  freshener  and shelf-stable food products, with such well-known household
brands as Dial and Liquid Dial soaps, Purex detergents, Renuzit air fresheners
and  Armour  Star  canned  meats.      The  Company produced annual revenue of
approximately    $1.4 billion and operating income (exclusive of restructuring
charges,    discontinued   inventories   and   other   asset  write-downs)  of 
approximately  $125  million  in  1996.  In 1996, the Company was the  leading  
seller  of antibacterial  bar soaps in  the  United States, the second largest 
seller  of  antibacterial  liquid soaps  in the  United States,  and the third 
largest  seller of  bar  soaps  in the  United  States, measured by unit sales 
(where, in each case, unit sales of soap are measured by  ounces  sold).   The 
Company  was  the  third  largest  seller of  detergents and the leader in the 
growing value segment of  the detergent market in the United States,  measured 
by standard cases sold in 1996.   In the  domestic  market  for air  freshener 
products, the Company was the second largest seller measured by dollar  retail  
sales  in  1996.  In  the domestic market, the Company was the second  largest
seller of canned meats, measured by both dollar retail sales and  unit  sales. 
Soaps, detergents, air fresheners  and canned meats core products  represented
approximately 90% of revenues in  1996.

The  Company operates production facilities and maintains sales offices in the
United  States,  Canada,  Mexico,  Guatemala  and  England  and  also conducts
business  in  certain  other  foreign  countries.    The  Company  employs
approximately  2,800  people  and has seven manufacturing plants in the United
States.      Currently,  the  Company's corporate headquarters are in Phoenix,
Arizona.      The  Company  will  be  moving  its  corporate  headquarters  to
Scottsdale,  Arizona,  in  mid-year 1997 as part of  an extensive cost-cutting
program  that  included  eliminating  250 positions, largely in management and
administration,  and plans to eliminate more than half of its product lines by
mid-year 1997.

The  Company's  business  strategy  is to emphasize its four core brands: Dial
soaps,  Purex detergents, Renuzit air fresheners and Armour Star canned meats.
Increasing  focus  on  core brands, while discontinuing underperforming brands
and  continuing  to  reduce  the  Company's  cost  structure,  are intended to
generate savings for  reinvestment  in  the  future.  In addition, the Company
plans  to  increase  its  international   revenues  through  acquisitions  and 
strategic alliances.

Raw  Materials
--------------------
The  Company  believes  that  ample  sources  of  raw  materials are generally
available  with  respect to all of its major products.   Paper, fats and oils,
detergent  chemicals  and  meat  are the raw materials that generally have the
most  significant  impact  on  the  Company's  costs.   Generally, the Company
purchases  such raw materials from a variety of suppliers.   While the Company
believes  that  it  can generally  respond  to  price  increases by increasing
sales prices, rapid increases in the prices of such raw materials  could  have 
a short-term, adverse impact on results. In addition, the antibacterial agent,
Triclosan,  which is the active ingredient used in Liquid  Dial  products,  is 
sourced from a single supplier.  Although the Company  has an adequate  supply
of  this  ingredient  for  its current and foreseeable needs, a disruption  in 
this supply could also have a short-term, adverse  impact  on  results.

Production  Capacity
----------------------------
In  general, the Company's manufacturing facilities are operating between five
and  six  days  a  week, with two to three shifts per day.   Should additional
productive  capacity  become  necessary,  additional days of production and/or
additional  shifts  can  be  added  relatively  quickly.

In  addition,  the  Company utilizes contract manufacturers for the production
of  certain    products.   Contract manufacturers are selected on the basis of
their ability to reliably produce high quality products at a competitive cost.
In  addition,  the Company maintains alternative manufacturing arrangements to
ensure a ready supply of producers.   Most contract manufacturing arrangements
can  be  canceled  without  significant  penalty  with  90  days'  notice.

Patents  and  Trademarks
----------------------------------
United  States  patents  are currently granted for a term of 17 years from the
date a patent application is filed.  The Company owns a number of patents that
give the Company competitive advantages in the marketplace for the duration of
the  patents.

United  States  trademark  registrations are for a term of 10 years, renewable
every  10  years   so long as the trademarks are used in the regular course of
trade.    The  Company  maintains  a  portfolio  of  trademarks,  representing
substantial  goodwill  in  the  businesses  using  these  marks.   The Company
considers  these  trademarks  to  have  substantial  importance  and  value.

Seasonality
----------------
The  Company's  business  is  not  impacted  significantly  by  seasonality.
However,  in  the  past, marketing practices have caused the Company's revenue
and operating income to be highest in the fourth quarter.   In the future, the
Company  intends to manage its business to avoid significant variations in any
single  quarter's  revenue  as a result of marketing practices or seasonality.

Working  Capital  Practices
------------------------------------
For  information about working capital practices, refer to the information set
forth  in  Part  II,  Item  7  of  this  report.

Customers  and  Backlog
---------------------------------
The  Company  sells to thousands of customers, primarily in the United States,
including  supermarkets,  drug  stores,  wholesalers,  mass  merchandisers,
membership club stores, distributors and other outlets.   The largest customer
of  the  Company  in fiscal year 1996, Wal*Mart Stores, Inc (and its affiliate
SAM'S  Club),  accounted   for approximately 16% of net sales.   The Company's
payment  terms to customers range from 30 to 60 days.   Order backlog is not a
significant  factor  in  the  Company's  business.

Competition
-----------------
The  Company  competes  primarily  on  the  basis  of  brand  equity,  brand
advertising,  customer  service,  product  performance  and product quality at
competitive  retail price points.   The Company's operations must compete with
numerous,  well-established  local,  regional,  national  and  international
companies,  some of which are very large and act aggressively in obtaining and
defending  their  products'  market  shares  and  brands.      The  principal
competitors  of  the  Company  are, in the soap category, The Procter & Gamble
Company ("P&G"), Colgate-Palmolive Company ("Colgate") and Lever Brothers Co.,
a  division  of  Unilever  United  States  Inc.  ("Lever");  in  the detergent
category, P&G, Lever, Colgate, Church & Dwight Co. Inc. and USA Detergents; in
the  air  freshener category, S.C. Johnson, Clorox, P&G, Colgate and Reckitt &
Colman  Inc.;  and  in  the canned meat category, Hormel Foods Corp., American
Home  Food  Products  Inc.  and  the  Libby's  division  of  Nestle.

Research  and  Development
---------------------------------------
The  Company  conducts research and development at its facility in Scottsdale,
Arizona.    The Company engages primarily in applied research and development,
relying  on  outside  sources for general research and development activities.
Approximately  120  employees  are  engaged  in this function.   The Company's
research  and  development  expenditures  totaled approximately $15.2 million,
$14.9  million  and  $15.3  million  for  1996,  1995  and 1994, respectively.

The  Company  relies on industry and other sources, various attitude and usage
studies  prepared by independent marketing firms on behalf of the Company, and
direct sales information from its largest customers to identify consumer needs
and    anticipate  shifts  in  consumer  preferences,  allowing the Company to
develop  line  extensions  and  new  products  to meet changing demands.   The
Company's  marketing  and  product  development  groups  and  research  and
development  laboratories  work  together to redesign and reformulate existing
products  and  to  develop  new  products.

Government  Regulation
--------------------------------
Substantially  all of the operations of the Company are, or may become subject
to,  various  federal  laws and agency regulations.  These include the Federal
Food,  Drug,  and  Cosmetic  Act,  which  is administered by the Food and Drug
Administration  (the"FDA") and regulates the manufacturing, labeling, and sale
of  the  Company's  over-the-counter  drug  and cosmetic products; the Federal
Insecticide,  Fungicide,  and Rodenticide Act and the Toxic Substances Control
Act, which are administered by the Environmental Protection Agency (the "EPA")
and  regulate  the Company's disinfectant products and all the substances used
in  the  manufacturing  of  its  products,  respectively;  the  Federal  Meat
Inspection  Act,  which  is  administered by the Department of Agriculture and
regulates  the  Company's meat products; the Federal Hazardous Substances Act,
which is administered by the Consumer Product Safety Commission, and regulates
the  labeling  of the Company's household products; and the Fair Packaging and
Labeling Act, which is administered by the Federal Trade Commission (FTC), and
regulates  the  packaging  and  labeling  of  all the Company's products.  The
Company's  products  also  are subject to regulation by various state laws and
various  state  regulatory  agencies.   In addition, the Company is subject to
similar  laws  and  regulations  imposed  by  foreign  jurisdictions.

Federal,  state,  local  and foreign environmental compliance may from time to
time  require  changes in product formulation or packaging.  Such changes have
not  had, and are not expected to have, a material effect on revenues, capital
expenditures  or  earnings  of  the  Company.

The  FDA's  regulation  of  most  of the over-the-counter drug products in the
United  States  (such  as  the Dial antibacterial products), has remained in a
state  of  flux  since  the  mid-  1970s,  and many final rules regarding such
products  have  not  been  issued,  and  may not be issued for many years.  In
addition,  the  FTC continually monitors the advertising practices of consumer
products  companies  with  respect  to  claims  made  relating  to  product
functionality  and  efficacy.

Environmental
--------------------
The  Company  is  subject  to  the following United States environmental laws:
Clean  Air  Act,  Comprehensive  Environmental  Response,  Compensation  and
Liability  Act,  Emergency  Planning  and Community Right-to-Know Act, Federal
Water  Pollution Control Act, Oil Pollution Act of 1990, Resource Conservation
and  Recovery  Act, Safe Drinking Water Act, and Toxic Substances Control Act,
all  as  amended.    The Company is subject to the United States environmental
regulations  promulgated  under  these  acts, and also is subject to state and
local  environmental regulations, which have their foundation in the foregoing
United  States  environmental  laws.    The  Company is further subject to the
environmental  laws  of  Canada,  Mexico,  Guatemala  and  Great  Britain.

As  is  the  case with many companies, the Company faces exposure to actual or
potential claims and lawsuits involving environmental matters.  Although there
are  a  number  of  pending  environmental disputes involving the Company, the
Company  has  not  suffered,  and  does  not anticipate that it will suffer, a
material  adverse effect as a result of any past, current or pending action by
any governmental agency or other party, or as a result of compliance with such
environmental  laws  and  regulations.

At  December  28,  1996,  the Company had accrued approximately $13 million in
expenses  related  to  the  general  clean-up  and site preparation of various
closed  plant  sites in anticipation of the eventual sale of these properties.
These  accruals  are  believed  to be adequate and will be paid utilizing cash
flow  from  the  Company's  operations.

Employees
---------------
As of December 28, 1996, The Company employed approximately 2,800 individuals,
of  whom approximately 1,350 were covered by collective bargaining agreements.
The  Company  announced in the third quarter of 1995 that it intended to close
six  plants, which would result in a work force reduction of approximately 700
employees.      By  September  28, 1996, all six plants had been closed and by
December  28,  1996,  a  total  of  691 of such employees had been terminated.
Additionally,  in  the  third  quarter  of 1996, the Company announced that it
would  take  a  one-time  restructuring charge to provide for a business-based
reorganization   through work force reductions and  rationalization of product
lines.      The management and  administrative organization was streamlined by
discontinuing  a  number  of  underperforming brands and related assets and by
eliminating  approximately  250  positions.

The  Company believes that relations with its employees are satisfactory.   No
collective  bargaining  agreements  expire  in  1997.

Sales
--------
The  Company's  customers  are  served  by  a  national  sales organization of
approximately  200  employees.    The sales organization is divided into four,
grocery  sales  regions  plus  specialized sales operations that sell to large
mass  merchandisers,  membership  club  stores, chain drug stores, vending and
military  customers.    In addition, customers are served by a national broker
sales  organization  and  regional  retail  merchandising organizations.   The
Company's  sales representatives focus their efforts both on sales of products
to  the  Company's  trade  customers,  as  well  as on designing and executing
programs  to  ensure  sales  to  ultimate  consumers.     Programs directed at
consumers  offer  combinations of in-store merchandising, price reductions and
discounts,  and  include  cooperative  advertising  efforts.

Promotion  and  Advertising
------------------------------------
The  Company  expends  a significant portion of its revenues for the promotion
and  advertising  of  its  products.     In the past three years, more than $1
billion  has  been spent for promotion and advertising.   The Company believes
that  such expenditures are necessary to maintain and increase market share in
an  industry  highly dependent on product image and quality, trade support and
consumer  trends.   The Company spent $381 million in 1996, or 27% of 1996 net
sales,  for  these  purposes.

Distribution
----------------
Products  are  shipped from seven warehouses located at domestic manufacturing
facilities  and  10 regional warehouses.   Regional warehouses are operated by
third  parties  except  for one company-owned and operated  warehouse.   Total
distribution  space  at  regional warehouses is approximately 2,000,000 square
feet,  and  at  warehouses  located  at manufacturing facilities, space totals
approximately  530,000 square feet.   Outside carriers are principally used to
transport  products.

In  addition,  in  April 1996, two large distribution centers of approximately
450,000    square feet were established in St. Louis, Missouri, and Allentown,
Pennsylvania,  for  the  distribution  of detergent products.   Shipments from
these centers and, to some extent, from detergent manufacturing facilities are
in  lots  of  28 pallets and 44,000 pounds.   Efficiencies and lower costs are
attained  because full pallets are shipped without warehouse personnel picking
and  assembling  product  for shipment.  In addition, these large distribution
centers  use  the  Chep  Mark  55, a four-way pallet that can be turned in any
direction  and  packed  in a more compact manner, saving space on the trailers
and  reducing  damage  in  shipment.

The  Company began a program of continuous, automatic replenishment of certain
of  its  trade  customers' inventories in 1990.   The primary objective of the
Continuous Replenishment Program is to improve service to customers and reduce
costs  by  shortening  the  order-to-delivery pipeline;  i.e., by anticipating
customer  needs based on historical sales, by shipping the product just before
those  needs  arise  and by elimination of redundancy, errors and interruption
throughout  the  replenishment  process.      This  is  accomplished  by using
information  systems  to  track  customer inventory levels and the movement of
each  product  at  the  customers'  distribution  centers  and by managing the
customers'  warehouse  inventories.      Since its inception,   the Continuous
Replenishment  Program  has  expanded,  and sales under the  Program currently
account  for  approximately  15%  of  the  Company's  net  sales.

Restructuring  Charges  and  Asset  Write-Downs
----------------------------------------------------------------
See  Note  D  of  Notes  to Consolidated Financial Statements, for information
concerning    Restructuring  Charges  and  Asset  Write  Downs.

ITEM  2.  PROPERTIES.
The  Company's  headquarters occupies approximately 119,000 square feet  of  a
building  in Phoenix, Arizona, leased from  Viad Corp.   The Company announced
in  the third quarter of 1996 that it plans to vacate this facility as part of
its  business-based reorganization.    The Company has committed to a ten year
lease  to  secure a 130,000-square-foot, single-tenant building in Scottsdale,
Arizona,  that is adjacent to its currently owned technical and administrative
facility  described  below.      The  Company  will occupy the new facility in
mid-year  1997.      The  Company  owns  a  200,000-square-foot  facility  in
Scottsdale,  Arizona,    where  its  research,  technical  and      certain
administrative  activities  are  conducted.

The  Company owns and operates seven plants in the United States, one plant in
Guatemala,  one  plant  in  Mexico  and    one  plant  in England.   Principal
manufacturing  plants  are  as  follows:

<TABLE>

<CAPTION>



<S>                <C>          <C>

LOCATION           SQUARE FEET  PRODUCTS MANUFACTURED
-----------------  -----------  ---------------------------------------------------------------------------
Aurora, IL             451,000  Bar Soaps
-----------------  -----------  ---------------------------------------------------------------------------
Fort Madison, IA       447,000  Canned Meats, Microwaveable Meals, Corn Starch
-----------------  -----------  ---------------------------------------------------------------------------
St Louis, MO           272,400  Fabric Softener, Dry and Liquid Laundry Detergents
-----------------  -----------  ---------------------------------------------------------------------------
Bristol, PA            261,800  Dry Detergents
-----------------  -----------  ---------------------------------------------------------------------------
West Hazleton, PA      214,470  Liquid Detergents, Ammonia, Scouring Pads, Fabric Softener and Liquid Soaps
-----------------  -----------  ---------------------------------------------------------------------------
London, OH             140,000  Scouring Pads and Fabric Softeners
----------------   -----------  ---------------------------------------------------------------------------
Guatemala              100,000  Translucent Bar Soaps
-----------------  -----------  ---------------------------------------------------------------------------
</TABLE>

Management  believes that the facilities of the Company, in the aggregate, are
adequate  and  suitable for their purposes and that capacity is sufficient for
current  needs.

ITEM  3.  LEGAL  PROCEEDINGS.
For  information  regarding  legal  matters,  see  Note  O  of  Notes  to  the
Consolidated  Financial  Statements  included  herein.

ITEM  4.    SUBMISSION  OF  MATTERS  TO  A  VOTE  OF  SECURITY  HOLDERS.
No  matters  were  submitted  to  a  vote  of  security  holders during  1996.

OPTIONAL  ITEM.      EXECUTIVE  OFFICERS  OF  REGISTRANT.
The  names,  ages and positions of the executive officers of the Company as of
March  15,  1997,  are    listed  below:

<TABLE>
<CAPTION>

<S>                  <C>  <C>

                          Position with Company and
Name                 Age  Principal Business Affiliations During Past Five Years
-------------------  ---  ------------------------------------------------------
Malcolm Jozoff        57  Chairman, President and Chief Executive Officer
                          Prior to the Distribution, Mr. Jozoff served as
                          President and Chief Executive Officer of the
                          Consumer Products Business of the Former Parent, 
                          positions to which he was appointed in May of 1996.  From
                          1993 to  1995, he was Chairman and Chief
                          Executive  Officer of Lenox, Inc., a manufacturer of
                          consumer durables.  From 1967 to 1992, he was
                          employed by The Procter & Gamble Company, a
                          manufacturer of consumer products where, in 1990,
                          he achieved the positions of President-Health Care
                          Sector, Corporate Group Vice President and a
                          Member of the Executive Committee. Mr. Jozoff
                          also is a director of the Columbia Gas System, Inc.
                          and ChemTrak Incorporated.  In 1993, in
                          connection with a civil proceeding brought by the
                          Securities and Exchange Commission, Mr. Jozoff
                          consented, without admitting or denying the
                          allegations, to the entry of  an order enjoining
                          him from violating Section 10(b) of the
                          Securities Exchange Act of 1934.

Daniel J. King        44  Senior Vice President-Product Supply
                          Mr. King has served as Senior Vice President-Product
                          Supply since September 1996.  From 1991 to 1996,
                          Mr. King served as the Company's Senior Vice
                          President- Customer Service.

Scott McHenry         45  Senior Vice President-Marketing and Sales
                          Mr. McHenry has served as the Senior Vice President-
                          Marketing and Sales since joining the Company in
                          October 1996. From 1991 to 1996,  Mr.  McHenry
                          served as a Principal of McKinsey & Company, an
                          international management consulting firm, which he
                          joined in 1983.  While at McKinsey & Company, Mr.
                          McHenry primarily served packaged goods clients
                          and, in 1992,   became co-leader of the North
                          American packaged goods practice.

Lowell L. Robertson   65  Senior Vice President and Controller
                          Mr. Robertson has served as Senior Vice President
                          and Controller since March 1997.  He joined the
                          Company in July 1996 as Vice President and
                          Controller.  From  February to October  1995, Mr.
                          Robertson served as the  Chief  Financial Officer of
                          Megafoods Stores, Inc.  From 1966 to 1994,  Mr.
                          Robertson was an Audit Partner with Deloitte &
                          Touche LLP, an international public accounting firm.

Mark R. Shook         41  Senior Vice President-International
                          Mr. Shook has served as the Senior Vice President-
                          International since September 1996.  From September
                          1990 to September 1996,  Mr. Shook was an
                          Executive Vice President of the Company, serving as
                          General Manager, Food from September 1990 to
                          September 1993; General Manager, Food and
                          International from September 1993 to April 1994;
                          General Manager, Laundry and International from
                          April to  September 1994; General Manager, Soaps
                          and Detergents from September 1994 to July 1995;
                          and General Manager, Personal Care from July 1995
                          to September 1996.

Robert B. Stearns   44    Senior Vice President and Chief Financial Officer
                          Mr. Stearns has served as Senior Vice President and
                          Chief Financial Officer of the Company since July
                          1996. From May 1995 to July 1996, he was the Vice
                          President-Corporate Development for The Dial Corp.
                          From April 1992  to May 1995, he was president of
                          R.B. Stearns and Company, a New York based
                          merchant bank focused on emerging markets.  From
                          January 1991 to April 1992, he was managing director
                          in charge of investment banking (North America) for
                          UBS Securities, Inc., a New York investment bank.

Bernhard J. Welle     48  Senior Vice President-Human Resources
                          Mr. Welle has served as the Senior Vice President-
                          Human Resources since August 1996.  Prior to that,
                          Mr. Welle was Vice President-Human Resources for
                          the Company since 1987.

</TABLE>



The  term  of  office  of  the  executive  officers  is  until the next annual
organization  meeting  of  the  Board,  which  follows  the  Annual Meeting of
Shareholders,  or  until  their  successors  shall  be  chosen.

PART  II.
ITEM  5.      MARKET  FOR  REGISTRANT'S  COMMON EQUITY AND RELATED STOCKHOLDER
MATTERS.

The  Company's  common  stock  is traded on the New York Stock Exchange.   The
following  table  summarizes the high and low market prices as reported on the
New York Stock Exchange Composite Tape and the cash dividends declared for the
year  ended  December  28,  1996:

<TABLE>

<CAPTION>

                       SALES PRICE RANGE OF COMMON STOCK
                    CALENDAR QUARTER 1996     HIGH     LOW
                                  
                          <S>                  <C>      <C>

                         First                 N/A*     N/A*
                        ------              -------  -------
                        Second                 N/A*     N/A*
                        ------              -------  -------
                         Third              $14.875  $11.125
                        ------              -------  -------
                        Fourth              $15.000  $13.250
                        ------              -------  -------
</TABLE>




<TABLE>

<CAPTION>

                    DIVIDENDS DECLARED ON COMMON STOCK
                         <S>               <C>

                         Calendar Quarter   1996
                         ----------------  -----
                         Third             $0.08
                         ----------------  -----
                         Fourth            $0.08
                         ----------------  -----
</TABLE>

*Stock  began  trading  on  August  15,  1996.

As  of  March  14,  1997,  there  were  95,913,395  holders of record of the
Company's  common  stock.

ITEM  6.    SELECTED  FINANCIAL  DATA.
Applicable  information  is  included  in  Exhibit  13.

ITEM  7.  MANAGEMENT'S  DISCUSSION  AND  ANALYSIS OF RESULTS OF OPERATIONS AND
FINANCIAL  CONDITION.
Applicable  information  is  included  in  Exhibit  13.

ITEM  8.    FINANCIAL  STATEMENTS  AND  SUPPLEMENTARY  DATA.
    1.  Financial  Statements--See  Item  14  hereof.

    2.  Supplementary  Data--See  Condensed  Consolidated Quarterly Results in
Exhibit  13.

ITEM  9.    DISAGREEMENTS  ON  ACCOUNTING  AND  FINANCIAL  DISCLOSURE.
        None

PART  III.

ITEM  10.    DIRECTORS  AND  EXECUTIVE  OFFICERS  OF  THE  REGISTRANT.
The  information  regarding  Directors  of  the  Company  is  included  in the
Company's  Proxy Statement to be filed for the Annual Meeting of Shareholders,
to be held on May 29, 1997, and is incorporated herein and made a part hereof. 
The information regarding  executive  officers  of  the  Company  is  found as 
an Optional Item in Part I hereof.

ITEM  11.    EXECUTIVE  COMPENSATION.
The information is contained in the Proxy Statement and is incorporated herein
by  reference.

ITEM  12.    SECURITY  OWNERSHIP  OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT.
The information is contained in the Proxy Statement and is incorporated herein
by  reference.
ITEM  13.  CERTAIN  RELATIONSHIPS  AND  RELATED  TRANSACTIONS.
None

PART  IV.
ITEM  14.     EXHIBITS, FINANCIAL STATEMENT SCHEDULES AND REPORTS ON FORM 8-K.

(a)    The  following  documents  are  filed  as  a  part  of  the  report:

        FINANCIAL  STATEMENTS.
The  following  are included in Exhibit 13:   Independent Auditors' Report and
Consolidated  Financial  Statements  (Balance  Sheet, Statement of Operations,
Statement  of  Cash  Flows,  Statement  of  Shareholders' Equity  and Notes to
Consolidated  Financial  Statements).

        EXHIBITS.
3 (a) Restated  Certificate of Incorporation of the Company filed as Exhibit 3
(a)  to  the  Company's Form 10/A (Am. No. 2), dated July 26, 1996, (the "Form
10")  and    is  hereby  incorporated  by  reference.

3  (b) Bylaws of the Company filed as Exhibit 3 (b) to the  Form 10 are hereby
incorporated  by  reference.

4.  Form  of  Rights  Agreement between the Company and the Rights Agent named
therein filed as Exhibit 4 to the Form 10 is hereby incorporated by reference.

10  (a)  Directors  Indemnification  Agreement, filed as Exhibit 10 (a) to the
Company's      Form  10-Q, dated November 11, 1996,  is hereby incorporated by
reference.

10  (b)  Officers  Indemnification  Agreement,  filed as Exhibit 10 (b) to the
Company's    Form  10-Q,  dated  November 11, 1996,  is hereby incorporated by
reference.

10  (c)  Supplemental Capital Accumulation Plan Agreement, filed as Exhibit 10
(c)  to  the  Company's  Form  10-Q,  dated  November  11,  1996,  is  hereby
incorporated  by  reference.

10  (d)  Supplemental  Pension  Plan Agreement, filed as Exhibit 10 (d) to the
Company's      Form  10-Q,  dated November 11, 1996, is hereby incorporated by
reference.

10 (e) The Company's 1996 Stock Incentive Plan, filed as Exhibit 10 (d) to the
Form  10,  is  hereby  incorporated  by  reference.

10  (f)    Annual  Incentive  Plan.*

10  (g)  Form  of Deferred Compensation Plan for the Directors of the Company,
filed  as  Exhibit 10 (e) to the Form 10, is hereby incorporated by reference.

10  (h)  Form  of  the Company's Director's Charitable Award Program, filed as
Exhibit  10  (f)  to  the  Form  10,  is  hereby  incorporated  by  reference.

10  (i)  Form of the Company's Deferred Compensation Plan, filed as Exhibit 10
(g)  to  the  Form  10,  is  hereby  incorporated  by  reference.

10  (j)   Form of Employment Agreements with certain executive officers of the
Company,  filed  as  Exhibit  10 (h) to the Form 10, is hereby incorporated by
reference.

10  (k)  Employment Agreement between the Company and Malcolm Jozoff, filed as
Exhibit  (i)  to  the  Form  10,  is  hereby  incorporated  by  reference.

10  (l)  Form of the Company Employee Equity Trust, filed as Exhibit 10 (k) to
the  Form  10,  is  hereby  incorporated  by  reference.

10  (m)    Credit  Agreement filed as Exhibit 10 (j) to the Form 10, is hereby
incorporated  by  reference.

11.      Statement    Re:    Computation  of  Per  Share  Earnings.*

13.      Financial Information Set Forth in Annual Report to Securityholders.*

21.      List  of  Subsidiaries  of  the  Company.*

23.      Consent  of  Independent  Auditors.*

24.      Power  of  Attorney.*

27.      Financial  Data  Schedule.*

*  Filed  herewith.

(b)    The  Company  filed no reports on Form 8-K during the fourth quarter of
1996.





                                  SIGNATURES

Pursuant  to  the requirements of Section 13 of the Securities Exchange Act of
1934, the registrant has duly caused this report to be signed on its behalf by
the  undersigned,  thereunto duly authorized, in Phoenix, Arizona, on the 14th
of  March,  1997.


                                              THE  DIAL  CORPORATION




                                         /s/  Malcolm  Jozoff
                                              Malcolm  Jozoff
                                              Chairman,  President  and  Chief
                                              Executive  Officer

Pursuant  to  the  requirements  of  the Securities Exchange Act of 1934, this
report  has  been  signed  below  by  the  following  persons on behalf of the
registrant  and  in  the  capacities  and  on  the  dates  indicated:

                                              Principal Executive Officer

Date:        March 14, 1997               /s/ Malcolm Jozoff
                                              Malcolm  Jozoff
                                              Chairman,  President  and  Chief
                                              Executive  Officer


                                              Principal Financial Officer

Date:        March 14, 1997               /s/ Robert B. Stearns
                                              Robert B. Stearns
                                              Senior Vice President and Chief
                                              Financial  Officer


                                              Principal Accounting Officer

Date:        March 14, 1997               /s/ Lowell L.Robertson
                                              Lowell L.Robertson
                                              Senior Vice President and 
                                              Controller

                                              Directors

                                              Joy  A. Amundson
                                              Herbert M. Baum
                                              Joe T. Ford
                                              Thomas L. Gossage
                                              Donald E. Guinn
                                              Malcolm Jozoff
                                              Michael T. Riordan
                                              Dennis C. Stanfill
                                              Barbara S. Thomas
                                              A. Thomas Young


Date:        March 14, 1997              /s/  Lowell L. Robertson
                                              Lowell L. Robertson
                                              Attorney  in  Fact