UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549


                                    FORM 8-K


                                 CURRENT REPORT



     Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934

       Date of Report (Date of earliest event reported): October 23, 2003


                        ADVANCED MARKETING SERVICES, INC.
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             (Exact name of registrant as specified in its charter)


                                    DELAWARE
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                 (State or other jurisdiction of incorporation)

              0-16002                                   95-3768341
   -----------------------------          -------------------------------------
     (Commission File Number)               (IRS Employer Identification No.)


                 5880 OBERLIN DRIVE, SAN DIEGO, CALIFORNIA 92121
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                    (Address of principal executive offices)


       Registrant's telephone number, including area code: (858) 457-2500


                                       NA
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          (Former name or former address, if changed since last report)





ITEM 5.  OTHER EVENTS AND REGULATION FD DISCLOSURE

     On October 23, 2003, the registrant issued a public announcement concerning
a delay in the filing of its Form 10-Q for the second  quarter  ended  September
27,  2003.  The full text of the  announcement,  which shall not be deemed filed
under the Securities and Exchange Act of 1934, is attached hereto as Exhibit 99.


                                    SIGNATURE

     Pursuant to the  requirements  of the Securities  Exchange Act of 1934, the
registrant  has duly  caused  this  report  to be  signed  on its  behalf by the
undersigned hereunto duly authorized.


                                    ADVANCED MARKETING SERVICES, INC.
                                    (Registrant)


          October 23, 2003          By:   /s/ Michael M. Nicita
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                Date                      Michael M. Nicita
                                          President and Chief Executive Officer