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                     SECURITIES AND EXCHANGE COMMISSION
                          Washington, D.C. 20549

                                SCHEDULE 13G

                 Under the Securities Exchange Act of 1934
                          (Amendment No.  1 )*
                                         ---

                      PIA Merchandising Services, Inc.
                     ----------------------------------
                              (Name of Issuer)

                        Common Stock, $.01 par value
                     ----------------------------------
                       (Title of Class of Securities)

                               693360 10 9
                     ----------------------------------
                              (CUSIP Number)


   *The remainder of  this cover  page  shall  be  filled  out  for a reporting
person's  initial  filing on this  form with  respect to the  subject  class of
securities,  and for any  subsequent  amendment  containing  information  which
would alter the disclosures provided in a prior page.

   The information  required in the  remainder of this  cover page shall not be
deemed to be "filed"  for the purpose of  Section 18 of the Securities Exchange
Act of 1934  ("Act") or otherwise subject to the liabilities of that section of
the Act but shall be subject to all other  provisions of the Act  (however, see
the Notes).


                        (Continued on following page(s))


                              Page 1 of  10 Pages
                                        --- 


<PAGE>

CUSIP No. 693360 10 9                 13G                 Page  2  of  10 Pages
          -----------                                          ---    --- 

- -------------------------------------------------------------------------------
 (1) Names of Reporting Persons.  S.S. or I.R.S. Identification Nos. of Above
     Persons

     RMV/PIA, a California limited partnership
- -------------------------------------------------------------------------------
 (2) Check the Appropriate Box if a Member     (a)  /X/
     of a Group*                               (b)  / /
- -------------------------------------------------------------------------------
 (3) SEC Use Only

- -------------------------------------------------------------------------------
 (4) Citizenship or Place of Organization

     California
- -------------------------------------------------------------------------------
Number of Shares              (5) Sole Voting
 Beneficially                       Power              -0-
 Owned by                    --------------------------------------------------
 Each Reporting               (6) Shared Voting
 Person With                        Power           1,637,151
                             --------------------------------------------------
                              (7) Sole Dispositive
                                    Power              -0-
                             --------------------------------------------------
                              (8) Shared Dispositive
                                    Power           1,637,151
- -------------------------------------------------------------------------------
 (9) Aggregate Amount Beneficially Owned by Each Reporting Person

     1,637,151
- -------------------------------------------------------------------------------
(10) Check Box if the Aggregate Amount in Row (9) Excludes Certain Shares*

- -------------------------------------------------------------------------------
(11) Percent of Class Represented by Amount in Row (9)

     30.4%
- -------------------------------------------------------------------------------
(12) Type of Reporting Person*

     PN
- -------------------------------------------------------------------------------
                    *SEE INSTRUCTION BEFORE FILLING OUT!


<PAGE>

CUSIP No. 693360 10 9                 13G                 Page  3  of  10 Pages
          -----------                                          ---    --- 

- -------------------------------------------------------------------------------
 (1) Names of Reporting Persons.  S.S. or I.R.S. Identification Nos. of Above
     Persons

     Riordan, Lewis & Haden
- -------------------------------------------------------------------------------
 (2) Check the Appropriate Box if a Member     (a)  /X/
     of a Group*                               (b)  / /
- -------------------------------------------------------------------------------
 (3) SEC Use Only

- -------------------------------------------------------------------------------
 (4) Citizenship or Place of Organization

     California
- -------------------------------------------------------------------------------
Number of Shares              (5) Sole Voting
 Beneficially                       Power              -0-
 Owned by                    --------------------------------------------------
 Each Reporting               (6) Shared Voting
 Person With                        Power           1,637,151
                             --------------------------------------------------
                              (7) Sole Dispositive
                                    Power              -0-
                             --------------------------------------------------
                              (8) Shared Dispositive
                                    Power           1,637,151
- -------------------------------------------------------------------------------
 (9) Aggregate Amount Beneficially Owned by Each Reporting Person

     1,637,151
- -------------------------------------------------------------------------------
(10) Check Box if the Aggregate Amount in Row (9) Excludes Certain Shares*

- -------------------------------------------------------------------------------
(11) Percent of Class Represented by Amount in Row (9)

     30.4%
- -------------------------------------------------------------------------------
(12) Type of Reporting Person*

     PN
- -------------------------------------------------------------------------------
                    *SEE INSTRUCTION BEFORE FILLING OUT!


<PAGE>

CUSIP No. 693360 10 9                 13G                 Page  4  of  10 Pages
          -----------                                          ---    --- 

- -------------------------------------------------------------------------------
 (1) Names of Reporting Persons.  S.S. or I.R.S. Identification Nos. of Above
     Persons

     J. Christopher Lewis
- -------------------------------------------------------------------------------
 (2) Check the Appropriate Box if a Member     (a)  /X/
     of a Group*                               (b)  / /
- -------------------------------------------------------------------------------
 (3) SEC Use Only

- -------------------------------------------------------------------------------
 (4) Citizenship or Place of Organization

     United States
- -------------------------------------------------------------------------------
Number of Shares              (5) Sole Voting
 Beneficially                       Power               2,500
 Owned by                    --------------------------------------------------
 Each Reporting               (6) Shared Voting
 Person With                        Power           1,637,151
                             --------------------------------------------------
                              (7) Sole Dispositive
                                    Power               2,500
                             --------------------------------------------------
                              (8) Shared Dispositive
                                    Power           1,637,151
- -------------------------------------------------------------------------------
 (9) Aggregate Amount Beneficially Owned by Each Reporting Person

     1,639,651
- -------------------------------------------------------------------------------
(10) Check Box if the Aggregate Amount in Row (9) Excludes Certain Shares*

- -------------------------------------------------------------------------------
(11) Percent of Class Represented by Amount in Row (9)

     30.4%
- -------------------------------------------------------------------------------
(12) Type of Reporting Person*

     IN
- -------------------------------------------------------------------------------
                    *SEE INSTRUCTION BEFORE FILLING OUT!


<PAGE>

CUSIP No. 693360 10 9                 13G                 Page  5  of  10 Pages
          -----------                                          ---    --- 

- -------------------------------------------------------------------------------
 (1) Names of Reporting Persons.  S.S. or I.R.S. Identification Nos. of Above
     Persons

     Patrick C. Haden
- -------------------------------------------------------------------------------
 (2) Check the Appropriate Box if a Member     (a)  /X/
     of a Group*                               (b)  / /
- -------------------------------------------------------------------------------
 (3) SEC Use Only

- -------------------------------------------------------------------------------
 (4) Citizenship or Place of Organization

     United States
- -------------------------------------------------------------------------------
Number of Shares              (5) Sole Voting
 Beneficially                       Power               2,500
 Owned by                    --------------------------------------------------
 Each Reporting               (6) Shared Voting
 Person With                        Power           1,637,151
                             --------------------------------------------------
                              (7) Sole Dispositive
                                    Power               2,500
                             --------------------------------------------------
                              (8) Shared Dispositive
                                    Power           1,637,151
- -------------------------------------------------------------------------------
 (9) Aggregate Amount Beneficially Owned by Each Reporting Person

     1,639,651
- -------------------------------------------------------------------------------
(10) Check Box if the Aggregate Amount in Row (9) Excludes Certain Shares*

- -------------------------------------------------------------------------------
(11) Percent of Class Represented by Amount in Row (9)

     30.4%
- -------------------------------------------------------------------------------
(12) Type of Reporting Person*

     IN
- -------------------------------------------------------------------------------
                    *SEE INSTRUCTION BEFORE FILLING OUT!



<PAGE>

                                                          Page  6  of  10 Pages
                                                               ---    --- 


ITEM 1(A).  NAME OF ISSUER
            PIA Merchandising Services, Inc.
- -------------------------------------------------------------------------------


ITEM 1(B).  ADDRESS OF ISSUER'S PRINCIPAL EXECUTIVE OFFICES
          19900 MacArthur Boulevard, Suite 900, Newport Beach, California 92718
- -------------------------------------------------------------------------------


ITEM 2(A).  NAME OF PERSON(S) FILING
            The persons filing this Schedule 13G are RVM/PIA, a California 
            limited partnership, Riordan, Lewis & Haden, J. Christopher Lewis 
            and Patrick C. Haden (collectively, the "Filing Persons").
- -------------------------------------------------------------------------------


ITEM 2(B).  ADDRESS OF PRINCIPAL BUSINESS OFFICE OR, IF NONE, RESIDENCE
          300 S. Grand Ave., 29th Floor, Los Angeles, California 90071
- -------------------------------------------------------------------------------


ITEM 2(C).  CITIZENSHIP
            The responses of the Filing Persons to Item 4 of the cover pages 
            to this Schedule 13G that relate to the citizenships or places of 
            organization of such persons are herein incorporated by reference.
- -------------------------------------------------------------------------------


ITEM 2(D).  TITLE OF CLASS OF SECURITIES
            This filing is made in regard to Common Stock, $.01 par value per 
            share, of PIA Merchandising Services, Inc. (the "Common Stock").
- -------------------------------------------------------------------------------


ITEM 2(E).  CUSIP NUMBER
            693360 10 9
- -------------------------------------------------------------------------------


ITEM 3.  IF THIS STATEMENT IS FILED PURSUANT TO RULES 13D-1(B), OR 13D-2(B),
  CHECK WHETHER THE PERSON FILING IS A

    (a) / / Broker or Dealer registered under Section 15 of the Act

    (b) / / Bank as defined in section 3(a)(6) of the Act

    (c) / / Insurance Company as defined in section 3(a)(19) of the Act

    (d) / / Investment Company registered under section 8 of the Investment
            Company Act

    (e) / / Investment Adviser registered under section 203 of the Investment
            Advisers Act of 1940

    (f) / / Employee Benefit Plan, Pension Fund which is subject to the
            provisions of the Employee Retirement Income Security Act of 1974
            or Endowment Fund; see Rule 13d-1(b)(1)(ii)(F)

    (g) / / Parent Holding Company, in accordance with Rule 13d-1(b)(ii)(G)
            (Note: See Item 7)

    (h) / / Group, in accordance with Rule 13d-1(b)(1)(ii)(H)


<PAGE>
                                                          Page  7  of  10 Pages
                                                               ---    --- 

ITEM 4.  OWNERSHIP

    (a) Amount Beneficially Owned:
        The responses of the Filing Persons to Item 9 of the cover pages that 
        relate to the aggregate amount beneficially owned by each Filing Person 
        are herein incorporated by reference.
    ---------------------------------------------------------------------------

    (b) Percent of Class:
        The percentage of Common Stock beneficially owned by the Filing 
        Persons is 30.4%.
    ---------------------------------------------------------------------------

    (c) Number of shares as to which such person has:
        The responses of the Filing Persons to Items 5 through 8 of the cover 
        pages that relate to the number of shares beneficially owned by each 
        Filing Person are herein incorporated by reference.

          (i) sole power to vote or to direct the vote

              -----------------------------------------------------------------
         (ii) shared power to vote or to direct the vote

              -----------------------------------------------------------------
        (iii) sole power to dispose or to direct the disposition of

              -----------------------------------------------------------------
         (iv) shared power to dispose or to direct the disposition of

              -----------------------------------------------------------------

ITEM 5.  OWNERSHIP OF FIVE PERCENT OR LESS OF A CLASS

If this statement is being filed to report the fact that as of the date hereof
the reporting person has ceased to be the beneficial owner of more than five
percent of the class of securities, check the following.  / /

         Not applicable.

ITEM 6.  OWNERSHIP OF MORE THAN FIVE PERCENT ON BEHALF OF ANOTHER PERSON
         Not applicable.
- -------------------------------------------------------------------------------

ITEM 7.  IDENTIFICATION AND CLASSIFICATION OF THE SUBSIDIARY WHICH ACQUIRED
         THE SECURITY BEING REPORTED ON BY THE PARENT HOLDING COMPANY
         Not applicable.
- -------------------------------------------------------------------------------

ITEM 8.  IDENTIFICATION AND CLASSIFICATION OF MEMBERS OF THE GROUP
         The Filing Persons have filed this Section 13G as a group pursuant 
         to Rule 13d-1(f). The identity of each member of the group is stated 
         in Exhibit 1 attached hereto. The Filing Persons entered into a Joint 
         Reporting Agreement dated February 10, 1998, pursuant to which they 
         agreed to file one joint statement on behalf of all of them with 
         respect to the subject matter of this Schedule 13G.
- ------------------------------------------------------------------------------

ITEM 9.  NOTICE OF DISSOLUTION OF GROUP
         Not applicable.
- -------------------------------------------------------------------------------


ITEM 10. CERTIFICATION

    By signing below I certify  that,  to the best of my  knowledge and belief,
the  securities  referred to above  were  acquired in the  ordinary  course  of
business and were not acquired for the purpose of and do not have the effect of
changing or  influencing the  control of the issuer of such securities and were
not acquired in  connection with or as a participant in any  transaction having
such purposes or effect.

                                  SIGNATURE

    After  reasonable  inquiry and to the  best of my  knowledge and  belief, I
certify that the  information set forth in this statement is true, complete and
correct.
                                     February 10, 1998
                                     ----------------------------------------
                                     (Date)
                                     RVM/PIA, a California limited partnership

                                     By:  Riordan, Lewis & Haden
                                     Its: General Partner

                                     By:  /s/ J. Christopher Lewis
                                          ------------------------------------
                                          J. Christopher Lewis
                                          General Partner

                                     /s/ J. Christopher Lewis
                                     -----------------------------------------
                                     J. Christopher Lewis

                                     /s/ Patrick C. Haden
                                     -----------------------------------------
                                     Patrick C. Haden


<PAGE>

                                EXHIBIT INDEX


Exhibit                                     
Number                           Description
- -------                          -----------

  1        Identification of Members of the Group

  2        Joint Reporting Agreement dated February 10, 1998


                             Page 8 of 10 pages





<PAGE>

                                  EXHIBIT 1

                    Identification of Members of the Group


1.  RVM/PIA, a California limited partnership

2.  Riordan, Lewis & Haden

3.  J. Christopher Lewis

4.  Patrick C. Haden


                             Page 9 of 10 pages






<PAGE>

                                  EXHIBIT 2

                         JOINT REPORTING AGREEMENT


     In consideration of the mutual covenants herein contained, each of the 
parties hereto represents to and agrees with the other party as follows:

     1. Such party is eligible to file a statement or statements on Schedule 
13G pertaining to the Common Stock, $.01 par value, of PIA Merchandising 
Services, Inc., to which this agreement is an exhibit, for filing of the
information contained herein.

     2. Such party is responsible for timely filing of such statement and any 
amendments thereto and for the completeness and accuracy of the information 
concerning such party contained therein, provided that no such party is 
responsible for the completeness or accuracy of the information concerning 
any other party making the filing, unless such party knows or has reason to 
believe that such information is inaccurate.

     3. Such party agrees that such statement is filed by and on behalf of 
such party and that any amendment thereto will be filed on behalf of each such 
party.

Dated: February 10, 1998

                                       RVM/PIA,
                                       a California limited partnership

                                       By:  Riordan Lewis & Haden
                                       Its: General Partner

                                       By:  /s/ J. CHRISTOPHER LEWIS
                                            ---------------------------
                                            J. Christopher Lewis
                                            General Partner

                                       /s/ J. CHRISTOPHER LEWIS
                                       --------------------------------
                                       J. Christopher Lewis

                                       /s/
 PATRICK C. HADEN
                                       --------------------------------
                                       Patrick C. Haden


                             Page 10 of 10 pages