BIG FLOWER HOLDINGS INC/
S-4/A, 1999-09-01
COMMERCIAL PRINTING
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<PAGE>

   AS FILED WITH THE SECURITIES AND EXCHANGE COMMISSION ON SEPTEMBER 1, 1999.



                                                      REGISTRATION NO. 333-83119

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

                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549
                            ------------------------


                                AMENDMENT NO. 1
                                     TO THE
                                    FORM S-4
                             REGISTRATION STATEMENT
                                     UNDER
                           THE SECURITIES ACT OF 1933

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

                           BIG FLOWER HOLDINGS, INC.

             (Exact name of registrant as specified in its charter)

<TABLE>
<S>                                       <C>                                       <C>
                DELAWARE                                    2750                                   13-3971556
      (State or other jurisdiction              (Primary Standard Industrial                    (I.R.S. Employer
           of incorporation)                      Classification Code No.)                    Identification No.)
</TABLE>

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

                               3 EAST 54TH STREET
                            NEW YORK, NEW YORK 10022
                                 (212) 521-1600
   (Address and telephone number of registrant's principal executive offices)
                         ------------------------------

                           MARK A. ANGELSON, ESQUIRE
               EXECUTIVE VICE PRESIDENT--OFFICE OF THE CHAIRMAN,
                         GENERAL COUNSEL AND SECRETARY
                               3 EAST 54TH STREET
                            NEW YORK, NEW YORK 10022
                                 (212) 521-1600
           (Name, address and telephone number of agent for service)
                         ------------------------------

                                WITH COPIES TO:

<TABLE>
<S>                                       <C>                                       <C>
           JOSEPH B. FRUMKIN                          THOMAS C. MAZZA                           ERIC L. COCHRAN
          SULLIVAN & CROMWELL                       DEWEY BALLANTINE LLP                SKADDEN, ARPS, SLATE, MEAGHER &
            125 BROAD STREET                    1301 AVENUE OF THE AMERICAS                         FLOM LLP
        NEW YORK, NEW YORK 10004                     NEW YORK, NEW YORK                         919 THIRD AVENUE
             (212) 558-4000                            (212) 259-8000                       NEW YORK, NEW YORK 10022
                                                                                                 (212) 735-3000
</TABLE>

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

 APPROXIMATE DATE OF COMMENCEMENT OF THE PROPOSED SALE OF THE SECURITIES TO THE
                                    PUBLIC:
  As soon as practicable after this Registration Statement becomes effective.

    If the securities being registered on this Form are being offered in
connection with the formation of a holding company and there is compliance with
General Instruction G check the following box. / /

    If this form is filed to register additional securities for an offering
pursuant to Rule 462(b) under the Securities Act, check the following box and
list the Securities Act registration statement number of the earlier effective
registration for the same offering. / /

    If this form is a post-effective amendment filed pursuant to Rule 462(d)
under the Securities Act, check the following box and list the Securities Act
registration statement number of the earlier effective registration statement
for the same offering. / /
                         ------------------------------

                        CALCULATION OF REGISTRATION FEE


<TABLE>
<CAPTION>
                                                                         PROPOSED MAXIMUM    PROPOSED MAXIMUM
              TITLE OF EACH CLASS OF                   AMOUNT TO BE     OFFERING PRICE PER  AGGREGATE OFFERING      AMOUNT OF
           SECURITIES TO BE REGISTERED                  REGISTERED             UNIT               PRICE          REGISTRATION FEE
<S>                                                 <C>                 <C>                 <C>                 <C>
Paid-In-Kind Preferred Stock, par value $.01 per
  share...........................................    16,313,426(1)       Not Applicable          $0(2)                 $0
Warrants to Purchase Shares of Big Flower Common
  Stock, par value $.01...........................    21,783,595(3)            (3)                 (3)                 (3)
10% Junior Subordinated Debentures due 2012.......    16,313,426(4)            (4)                 (4)                 (4)
</TABLE>



(1) Represents (x) 4,574,555 shares of paid-in-kind (PIK) preferred stock, par
    value $0.01 per share, of Big Flower Holdings, Inc., a Delaware corporation,
    the maximum number of shares estimated to be issuable upon the consummation
    of the merger of BFH Merger Corp., a Delaware corporation, with and into Big
    Flower based on the exchange ratio of 0.21 shares of PIK preferred stock to
    each share of common stock of Big Flower to be exchanged for PIK preferred
    stock, and (y) 11,738,871 shares, which represents the maximum number of
    shares which may be issued as dividends to holders of PIK preferred stock.
    No additional registration fee is payable in respect of the shares which may
    be issued as dividends to holders of PIK preferred stock.



(2) Reflects the market price of Big Flower common stock to be exchanged for the
    PIK preferred stock in connection with the merger, computed in accordance
    with Rule 457(c) and Rule 457(f) under the Securities Act of 1933, as
    amended, based upon the average of the high and low sales price of Big
    Flower common stock as reported by the New York Stock Exchange on August 30,
    1999, less the cash to be received in the merger ($28.6563--$30.00). The
    proposed maximum aggregate offering price is estimated solely to determine
    the registration fee.



(3) Each warrant represents the right to purchase approximately 0.02 of a share
    of Big Flower common stock and is initially attached to each share of PIK
    preferred stock being registered hereby. Value attributable to such
    warrants, if any, is reflected in the market price of the PIK preferred
    stock. No additional registration fee is payable in respect of the warrants.



(4) Represents the maximum number of 10% junior subordinated debentures of Big
    Flower estimated to be issuable upon the exchange of PIK preferred stock for
    the debentures. No additional registration fee is payable in respect of the
    exchange debentures.

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

    THE REGISTRANT HEREBY AMENDS THIS REGISTRATION STATEMENT ON SUCH DATE OR
DATES AS MAY BE NECESSARY TO DELAY ITS EFFECTIVE DATE UNTIL THE REGISTRANT SHALL
FILE A FURTHER AMENDMENT WHICH SPECIFICALLY STATES THAT THIS REGISTRATION
STATEMENT SHALL THEREAFTER BECOME EFFECTIVE IN ACCORDANCE WITH SECTION 8(A) OF
THE SECURITIES ACT OF 1933 OR UNTIL THE REGISTRATION STATEMENT SHALL BECOME
EFFECTIVE ON SUCH DATE AS THE COMMISSION, ACTING PURSUANT TO SAID SECTION 8(A),
MAY DETERMINE.

- --------------------------------------------------------------------------------
- --------------------------------------------------------------------------------
<PAGE>

THE INFORMATION IN THIS PRELIMINARY PROXY STATEMENT/PROSPECTUS,
DATED           , 1999, WILL BE AMENDED OR COMPLETED


                           BIG FLOWER HOLDINGS, INC.
                               3 EAST 54TH STREET
                            NEW YORK, NEW YORK 10022

                                                                       -  , 1999

Dear Fellow Stockholders:


    The board of directors of Big Flower Holdings, Inc. has called a
stockholders meeting for   -  , 1999, at which you will be asked to consider and
vote upon a proposal to adopt a merger agreement providing for the
recapitalization of Big Flower.



    In the merger, Big Flower stockholders will receive for each share of Big
Flower common stock:



    - $30.00 in cash,



    - 0.21 shares of paid-in-kind (PIK) preferred stock of Big Flower, with a
      liquidation preference of $25.00 per share, which is equivalent to $5.25
      liquidation preference per share of Big Flower common stock you own today,
      and dividends accumulating at an annual rate of 10%, compounded
      semi-annually, and



    - a warrant to purchase approximately 0.02 of a share of Big Flower common
      stock that would become exercisable upon the sale of Big Flower following
      the merger or the occurrence of an event that results in a public market
      for Big Flower common stock, such as an initial public offering.



    Some members of Big Flower management, including R. Theodore Ammon, the
chairman of the board, will retain shares of Big Flower common stock in the
merger. Also, some employees holding options to purchase shares of Big Flower
common stock, including Mr. Ammon and Edward T. Reilly, president and chief
executive officer, will retain those options in the merger. Following the
merger, the members of Big Flower management who are retaining their Big Flower
common stock are expected to hold approximately 19.0% of Big Flower common stock
following the merger. The remaining common stock of Big Flower following the
merger will be owned by Thomas H. Lee Equity Fund IV, Evercore Capital Partners
L.P. and their respective affiliates.


    The Big Flower stockholders meeting will also serve as the annual meeting of
Big Flower at which you will be asked to consider and vote on the election of
two directors and the ratification of the appointment of Deloitte & Touche LLP
as Big Flower's independent certified public accountants.


    YOUR VOTE IS VERY IMPORTANT.  Big Flower cannot complete the merger unless
the stockholders of Big Flower adopt the merger agreement at the stockholders
meeting. Whether or not you plan to attend the stockholders meeting, please take
the time to submit your proxy with voting instructions by mail, by telephone or
through the Internet in accordance with the instructions contained in this
document.


<TABLE>
<S>                                            <C>
R. Theodore Ammon                              Edward T. Reilly
CHAIRMAN OF THE BOARD                          PRESIDENT AND CHIEF
                                               EXECUTIVE OFFICER
</TABLE>

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

Neither this transaction nor the securities to be issued in the merger have been
approved or disapproved by the Securities and Exchange Commission. The
Commission has not passed upon the fairness or merits of this transaction nor
upon the accuracy or adequacy of the information contained in this proxy
statement/prospectus. Any representation to the contrary is a criminal offense.
This proxy statement/prospectus does not constitute an offer to sell or a
solicitation of an offer to buy any securities in any jurisdiction where an
offer or solicitation would be illegal.
- --------------------------------------------------------------------------------


    PLEASE SEE PAGE 14 FOR RISK FACTORS RELATING TO THE MERGER WHICH YOU SHOULD
CONSIDER.



    This proxy statement/prospectus is dated   -  , 1999 and was first mailed to
Big Flower stockholders on   -  , 1999.

<PAGE>
                           BIG FLOWER HOLDINGS, INC.
                               3 EAST 54TH STREET
                            NEW YORK, NEW YORK 10022
                            ------------------------

                    NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
                           TO BE HELD ON   -  , 1999
                            ------------------------

To the Stockholders of Big Flower Holdings, Inc.:

    NOTICE IS HEREBY GIVEN that the annual meeting of stockholders of Big Flower
Holdings, Inc., a Delaware corporation, will be held on   -  , 1999, at   -
a.m., New York time, at   -  . The purpose of the Big Flower meeting is to
consider and to vote upon the following matters:


    1.  A proposal to adopt the Agreement and Plan of Merger, dated as of June
       29, 1999, as amended on August 10, 1999 and on August 31, 1999, between
       Big Flower and BFH Merger Corp., providing for the recapitalization of
       Big Flower pursuant to the merger of BFH Merger Corp. with and into Big
       Flower and approve the transactions contemplated by the merger agreement.
       As a result of the merger, each outstanding share of Big Flower common
       stock, other than shares held by Big Flower in its treasury or by one of
       its subsidiaries, some shares retained by members of management in the
       merger, and shares for which appraisal rights are perfected in accordance
       with Delaware law, will be converted into the right to receive:


       (a) $30.00 in cash,


       (b) 0.21 shares of paid-in-kind (PIK) preferred stock of Big Flower, with
           a liquidation preference of $25.00 per share, which is equivalent to
           $5.25 liquidation preference per share of Big Flower common stock you
           own today, and dividends accumulating at an annual rate of 10%,
           compounded semi-annually, and



       (c) a warrant to purchase approximately 0.02 of a share of Big Flower
           common stock upon the occurrence of specified events.



    2.  The election of two directors to the Big Flower board of directors.


    3.  Ratification of the appointment of Deloitte & Touche LLP as Big Flower's
       independent certified public accountants.


    4.  Such other business related to these proposals as may properly come
       before the Big Flower meeting.


    The Big Flower board of directors has fixed the close of business on   -  ,
1999 as the record date for the Big Flower meeting, and only Big Flower
stockholders of record at such time will be entitled to notice of, and to vote
at, the Big Flower meeting.

    A form of proxy and a proxy statement/prospectus containing more detailed
information with respect to the matters to be considered at the Big Flower
meeting, including a copy of the merger agreement attached as Appendix A,
accompany and form a part of this notice.

    Whether or not you plan to attend the Big Flower meeting, please submit your
proxy with voting instructions. You may submit your proxy with voting
instructions by mail if you promptly complete, sign, date and return the
accompanying proxy card in the enclosed self-addressed stamped envelope. You may
also submit your proxy with voting instructions by telephone or through the
Internet in accordance with the instructions on the accompanying proxy card. If
you attend the Big Flower meeting and desire to revoke your proxy in writing and
vote in person, you may do so. In any event, a proxy may be revoked in writing,
by telephone or through the Internet at any time before it is exercised.
<PAGE>

    THE BIG FLOWER BOARD OF DIRECTORS, WITH MESSRS. AMMON AND REILLY ABSTAINING,
HAS UNANIMOUSLY DECLARED ADVISABLE THE MERGER AGREEMENT, AUTHORIZED IT AND
APPROVED IT.



    THE BIG FLOWER BOARD OF DIRECTORS, WITH MESSRS. AMMON AND REILLY ABSTAINING,
UNANIMOUSLY RECOMMENDS THAT STOCKHOLDERS VOTE "FOR" THE ADOPTION OF THE MERGER
AGREEMENT.



    THE BIG FLOWER BOARD OF DIRECTORS RECOMMENDS THAT THE STOCKHOLDERS VOTE
"FOR" THE ELECTION OF EACH OF THE TWO PERSONS NOMINATED TO THE BIG FLOWER BOARD
OF DIRECTORS AND "FOR" RATIFICATION OF THE APPOINTMENT OF DELOITTE & TOUCHE LLP
AS BIG FLOWER'S INDEPENDENT CERTIFIED PUBLIC ACCOUNTANTS.


                                          By Order of the Board of Directors,

                                          Mark A. Angelson
                                          EXECUTIVE VICE PRESIDENT--OFFICE OF
                                          THE CHAIRMAN, GENERAL COUNSEL AND
                                          SECRETARY

New York, New York
  -  , 1999

                    THE INFORMATION AGENT FOR THE MERGER IS:

                                     [LOGO]

                               WALL STREET PLAZA
                               NEW YORK, NY 10005

                 BANKS AND BROKERS CALL COLLECT: (212) 440-9800
                   ALL OTHERS CALL TOLL FREE: (800) 223-2064
- --------------------------------------------------------------------------------

YOUR VOTE IS IMPORTANT. PLEASE SUBMIT A PROXY WITH YOUR VOTING INSTRUCTIONS BY
TELEPHONE, THROUGH THE INTERNET OR BY RETURNING YOUR SIGNED AND DATED PROXY BY
MAIL.
- --------------------------------------------------------------------------------

                                       ii
<PAGE>
                      REFERENCES TO ADDITIONAL INFORMATION

    This document incorporates important business and financial information
about Big Flower from other documents that are not included in or delivered with
this document. This information is available to you without charge upon your
written or oral request. You can obtain documents incorporated by reference in
this document, other than certain exhibits to those documents, by requesting
them in writing or by telephone from Big Flower at the following address:

                           BIG FLOWER HOLDINGS, INC.
                               3 East 54th Street
                            New York, New York 10022
                                 (212) 521-1600
                      Attention: Associate General Counsel

    IF YOU WOULD LIKE TO REQUEST DOCUMENTS, PLEASE DO SO BY   -  , 1999, IN
ORDER TO RECEIVE THEM BEFORE THE BIG FLOWER STOCKHOLDERS MEETING.

    IN ADDITION, THE SECURITIES AND EXCHANGE COMMISSION MAINTAINS AN INTERNET
SITE WHICH CONTAINS THESE DOCUMENTS. YOU MAY OBTAIN THEM BY ACCESSING THE
SECURITIES AND EXCHANGE COMMISSION INTERNET SITE. THIS SITE IS LOCATED AT
HTTP://WWW.SEC.GOV.


             See "Where You Can Find More Information" on page 134.


                                      iii
<PAGE>
                     QUESTIONS AND ANSWERS ABOUT THE MERGER


Q:  WHAT WILL BIG FLOWER STOCKHOLDERS RECEIVE IN THE MERGER?



A: For each share of Big Flower common stock you hold, you will receive $30.00
    in cash, 0.21 shares of paid-in-kind (PIK) preferred stock of Big Flower and
    a warrant to purchase approximately 0.02 of a share of Big Flower common
    stock. The maximum number of warrants which could be issued in the merger
    represent in the aggregate the right to purchase 5% of the shares of Big
    Flower common stock immediately following the merger assuming an exercise of
    these warrants. Some members of management will retain some of their shares
    of Big Flower common stock in the merger or exchange them for an interest in
    an investment instrument.


Q:  WHAT ARE THE TERMS OF THE PIK PREFERRED STOCK TO BE RECEIVED IN THE MERGER?


A: Each share of PIK preferred stock that you own will have a liquidation
    preference of $25.00, which is equivalent to $5.25 liquidation preference
    per share of Big Flower common stock you own today. Dividends will
    accumulate at an annual rate of 10% of the liquidation preference,
    compounded semi-annually. At the discretion of the board of directors, we
    may pay dividends with additional shares of PIK preferred stock rather than
    cash. If there is an initial public offering of Big Flower's common stock
    during the first five years after the merger, Big Flower can redeem up to
    all the shares of PIK preferred stock outstanding at that time for $25.625
    per share plus accumulated and unpaid dividends. In addition, after the
    first five years following the merger, Big Flower can redeem the shares of
    PIK preferred stock then outstanding at various liquidation preferences
    equal to or greater than $25.00 plus accumulated and unpaid dividends. Big
    Flower must redeem all the outstanding shares of PIK preferred stock on
    December 15, 2012 at the liquidation preference of $25.00 per share plus
    accumulated and unpaid dividends. The holders of PIK preferred stock
    generally will not have voting rights. Big Flower can convert the PIK
    preferred stock at any time into junior subordinated debentures having
    substantially similar terms as the PIK preferred stock.


Q:  WHAT ARE THE TERMS OF THE WARRANTS TO BE RECEIVED IN THE MERGER?


A: At the time of the merger, the warrants will be attached to the shares of PIK
    preferred stock you will receive. However, the warrants will detach from the
    PIK preferred stock on the earliest of three events: 180 days after the
    merger, an initial public offering or other event resulting in a public
    market of Big Flower common stock, and certain change of control events. The
    warrants will become exercisable upon the sale of Big Flower following the
    merger or the occurrence of an event that results in a public market for Big
    Flower common stock following the merger, such as an initial public
    offering. The exercise price for each whole share of common stock subject to
    the warrants will be $0.01. The holders of the warrants will have no voting
    rights. The warrants will expire on December 15, 2012 if they have not been
    exercised prior to that date.


Q:  WILL THE PIK PREFERRED STOCK AND WARRANTS OF BIG FLOWER BE LISTED ON A
    NATIONAL SECURITIES EXCHANGE?

A: No. Big Flower does not expect the PIK preferred stock or warrants to be
    listed on any national securities exchange or any inter-dealer quotation
    system.

Q:  IS THE MERGER TAXABLE?

A: The merger will be a taxable transaction to you for United States federal
    income tax purposes. The merger may also be a taxable transaction to you for
    state, local, foreign and other tax purposes. You should consult your own
    tax advisor for a full

                                       iv
<PAGE>
    understanding of the tax consequences of the merger to you.

Q:  IF I DO NOT SUPPORT THE MERGER, DO I HAVE ANY ALTERNATIVES?

A: Yes. If you do not vote to approve the merger agreement and you follow the
    required procedures, you may receive the fair cash value of your shares as
    appraised by the Delaware Court of Chancery. This payment will only be made
    if the merger is completed and if you properly exercise your appraisal
    rights. You should consult your legal counsel for a full understanding of
    the requirements of exercising appraisal rights.

Q:  WHEN IS THE MERGER EXPECTED TO BE COMPLETED?


A: Big Flower expects to complete the merger promptly after the Big Flower
    stockholders meeting. This completion is subject to contingencies, including
    a financing condition, that could delay the merger. However, the merger is
    expected to be completed no later than December 31, 1999.


Q:  WHAT DO I NEED TO DO NOW?

A: After you have carefully read this document, either mail your signed proxy
    card in the enclosed envelope or submit your proxy with voting instructions
    by telephone or through the Internet in accordance with the instructions on
    the accompanying proxy card so that your shares will be represented at the
    Big Flower meeting.

Q:  IF MY SHARES ARE HELD IN "STREET NAME" BY MY BROKER, WILL MY BROKER VOTE MY
    SHARES FOR ME?

A: No. Your broker will not be able to vote your shares with respect to the
    adoption of the merger agreement or the ratification of the appointment of
    Deloitte & Touche LLP without instructions from you. You should instruct
    your broker to vote your shares, following the directions provided by your
    broker. Your failure to instruct your broker to vote your shares will be the
    equivalent of voting against the adoption of the merger agreement.

Q:  CAN I CHANGE MY VOTE AFTER I HAVE SUBMITTED MY PROXY WITH VOTING
    INSTRUCTIONS?

A: Yes. There are three ways in which you may revoke your proxy and change your
    vote. First, you may send a written notice to the party to whom you
    submitted your proxy stating that you would like to revoke your proxy.
    Second, you may complete and submit a new proxy card by mail or submit your
    proxy with new voting instructions by telephone or through the Internet. The
    latest vote actually received by Big Flower prior to the stockholders
    meeting will be recorded and any earlier votes will be revoked. Third, you
    may attend the Big Flower meeting and vote in person. Simply attending the
    stockholders meeting, however, will not revoke your proxy. If you have
    instructed a broker to vote your shares, you must follow directions received
    from your broker to change or revoke your proxy.

Q:  SHOULD I SEND IN MY STOCK CERTIFICATES NOW?

A: No. You should not send in your stock certificates at this time. After the
    merger is completed, Big Flower will send instructions to you. These
    instructions will explain how to exchange your Big Flower common stock for
    cash, the PIK preferred stock and the warrants.

Q:  WHO CAN I CALL WITH QUESTIONS?

A: If you have questions about the merger, you should contact:

                                       [LOGO]

                               Wall Street Plaza
                                 New York, NY 10005

                        Banks and Brokers Call Collect:
                                   (212) 440-9800
                     All Others Call Toll Free: (800) 223-2064

                                       v
<PAGE>
                               TABLE OF CONTENTS


<TABLE>
<CAPTION>
                                                                                                                PAGE
                                                                                                                -----
<S>                                                                                                          <C>
REFERENCES TO ADDITIONAL INFORMATION.......................................................................         iii

QUESTIONS AND ANSWERS ABOUT THE MERGER.....................................................................          iv

SUMMARY....................................................................................................           1
  The Companies............................................................................................           1
  The Merger...............................................................................................           2
  What You Will Receive in the Merger......................................................................           2
  Recommendation of the Big Flower Board...................................................................           2
  Opinions of Financial Advisors...........................................................................           2
  Source and Amount of Funds and Other Consideration.......................................................           3
  Directors and Management of Big Flower Following the Merger..............................................           3
  Conflicts of Interests of Management Members of the Big Flower Board and Management......................           4
  Risk Factors.............................................................................................           4
  The Big Flower Meeting...................................................................................           5
  The Merger Agreement.....................................................................................           5
  Appraisal Rights.........................................................................................           7
  Listing of Big Flower PIK Preferred Stock and Warrants...................................................           7
  Accounting Treatment.....................................................................................           7
  United States Federal Income Tax Considerations..........................................................           7
  Regulatory Filings, Approvals and Clearances.............................................................           7
  Litigation Challenging the Merger........................................................................           7
  Market Price Data........................................................................................           8
  Selected Historical Financial Data.......................................................................           9
  Unaudited Pro Forma Consolidated Financial Data..........................................................          12

RISK FACTORS...............................................................................................          14

CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING STATEMENTS..................................................          22

THE BIG FLOWER MEETING.....................................................................................          23
  General..................................................................................................          23
  Voting...................................................................................................          23
  Proxies..................................................................................................          24
  Solicitation of Proxies..................................................................................          25

SPECIAL FACTORS............................................................................................          27
  General..................................................................................................          27
  Amendment of Big Flower Restated Certificate of Incorporation and Amended and Restated Bylaws............          27
  Background of the Merger.................................................................................          28
  Big Flower's Reasons for the Merger; Recommendation of the Big Flower Board of Directors.................          35
  Opinions of Big Flower's Financial Advisors..............................................................          38
  Fairness of the Merger...................................................................................          51
  Certain Estimates of Future Operations and Other Information.............................................          57
  Consequences of the Merger; Plans for Big Flower After the Merger........................................          58
  Conflicts of Interest of Certain Members of the Big Flower Board of Directors and Management.............          59
  Accounting Treatment.....................................................................................          62
  Source and Amount of Funds...............................................................................          62
  Effect of the Merger on Big Flower Capital Stock.........................................................          67
</TABLE>


                                       vi
<PAGE>

<TABLE>
<CAPTION>
                                                                                                                PAGE
                                                                                                                -----
<S>                                                                                                          <C>
  Regulatory Matters.......................................................................................          67
  Fees and Expenses of the Merger..........................................................................          68
  Litigation Challenging the Merger........................................................................          68

CAPITALIZATION.............................................................................................          69

SOURCES AND USES...........................................................................................          70

DESCRIPTION OF BIG FLOWER CAPITAL STOCK FOLLOWING THE MERGER...............................................          71
  General..................................................................................................          71
  Big Flower Common Stock..................................................................................          71
  PIK Preferred Stock, Warrants and Exchange Debentures....................................................          71

UNITED STATES FEDERAL INCOME TAX CONSIDERATIONS............................................................          78
  The Merger...............................................................................................          78
  Issuance of the PIK Preferred Stock and Warrants.........................................................          80
  PIK Preferred Stock......................................................................................          81
  Warrants.................................................................................................          83
  Backup Withholding and Information Reporting.............................................................          84

THE MERGER AGREEMENT.......................................................................................          85
  The Merger...............................................................................................          85
  Consideration to Be Received in the Merger...............................................................          85
  Exchange of Big Flower Common Stock......................................................................          86
  Corporate Governance.....................................................................................          86
  Representations and Warranties...........................................................................          87
  Covenants................................................................................................          88
  Conditions of the Merger.................................................................................          91
  Termination and Effects of Termination...................................................................          93
  Fees and Expenses........................................................................................          94
  Amendment; Waiver........................................................................................          95

APPRAISAL RIGHTS...........................................................................................          96

MARKET PRICE AND DIVIDEND DATA.............................................................................          99
  Dividend Information.....................................................................................          99
  Recent Closing Prices....................................................................................         100
  Number of Stockholders...................................................................................         100

DESCRIPTION OF BIG FLOWER..................................................................................         101

DESCRIPTION OF BFH MERGER CORP.............................................................................         102
  Thomas H. Lee Equity Fund IV.............................................................................         102
  Evercore Capital Partners................................................................................         102

BIG FLOWER UNAUDITED PRO FORMA FINANCIAL INFORMATION.......................................................         103

DIRECTORS AND MANAGEMENT OF BIG FLOWER FOLLOWING THE MERGER................................................         111
  Executive Officers.......................................................................................         111
  Directors................................................................................................         112
  Security Ownership of Big Flower Following the Merger....................................................         112

OTHER INFORMATION FOR THE BIG FLOWER MEETING...............................................................         114
  Nominees for Election as Big Flower Directors............................................................         114
  Directors and Executives Officers........................................................................         116
  Board Meetings and Certain Committees of the Big Flower Board of Directors...............................         116
</TABLE>



                                      vii

<PAGE>

<TABLE>
<CAPTION>
                                                                                                                PAGE
                                                                                                                -----
<S>                                                                                                          <C>
  Compensation of Directors................................................................................         117
  Section 16(a) Beneficial Ownership Reporting Compliance..................................................         118
  Voting Securities and Principal Holders Thereof..........................................................         118
  Executive Compensation...................................................................................         120
  Employment Arrangements with Executive Officers..........................................................         127
  Compensation Committee Interlocks and Insider Participation..............................................         131
  Big Flower Stock Price Performance Graph.................................................................         131
  Ratification of Appointment of Independent Certified Public Accountants..................................         132

VALIDITY OF SECURITIES.....................................................................................         134

EXPERTS....................................................................................................         134

FUTURE STOCKHOLDER PROPOSALS...............................................................................         134

WHERE YOU CAN FIND MORE INFORMATION........................................................................         134

APPENDIX A Amended Agreement and Plan of Merger, dated as of June 29, 1999, as amended on August 10, 1999
  and on August 31, 1999, between Big Flower Holdings, Inc. and BFH Merger Corp.

APPENDIX B Opinion of Goldman, Sachs & Co., dated June 29, 1999

APPENDIX C Opinion of Berenson Minella & Company, dated June 29, 1999

APPENDIX D Section 262 of the Delaware General Corporation Law

APPENDIX E Transactions Involving Big Flower Common Stock by Thomas H. Lee Equity Fund IV, L.P., THL Equity
  Advisors IV, LLC, Evercore Partners L.L.C., Evercore Capital Partners L.P., Evercore Capital Partners
  (NQ) L.P., Evercore Capital Offshore Partners L.P. (Cayman), EBF Group L.L.C., Big Flower and Executive
  Officers and Directors of Big Flower

APPENDIX F Information Relating to Evercore Partners L.L.C., Evercore Capital Partners L.P., Evercore
  Capital Partners (NQ) L.P., Evercore Capital Offshore Partners L.P. (Cayman), EBF Group L.L.C., Thomas H.
  Lee Equity Fund IV, L.P., THL Equity Advisors IV, LLC, and their respective Principals, and the Executive
  Officers and Directors of BFH Merger Corp. and Big Flower
</TABLE>


                                      viii
<PAGE>
                                    SUMMARY


    THIS SUMMARY, TOGETHER WITH THE PRECEDING QUESTIONS AND ANSWERS SECTION,
HIGHLIGHTS SELECTED INFORMATION CONTAINED IN THIS DOCUMENT AND MAY NOT CONTAIN
ALL OF THE INFORMATION THAT IS IMPORTANT TO YOU. WE URGE YOU TO CAREFULLY READ
THIS ENTIRE DOCUMENT AND THE OTHER DOCUMENTS TO WHICH THIS DOCUMENT REFERS TO
UNDERSTAND FULLY THE MERGER AND OTHER RELATED TRANSACTIONS. SEE "WHERE YOU CAN
FIND MORE INFORMATION" ON PAGE 134 FOR DETAILS OF HOW YOU CAN OBTAIN ADDITIONAL
INFORMATION ABOUT BIG FLOWER AND THE MERGER. EACH ITEM IN THIS SUMMARY INCLUDES
A PAGE REFERENCE DIRECTING YOU TO A MORE COMPLETE DESCRIPTION OF THAT ITEM. THIS
SUMMARY IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO THE MORE DETAILED
INFORMATION APPEARING ELSEWHERE IN THIS DOCUMENT AND TO BIG FLOWER'S FINANCIAL
STATEMENTS INCLUDED IN THIS DOCUMENT OR INCORPORATED BY REFERENCE.



    ON OCTOBER 17, 1997, AS PART OF A REORGANIZATION OF BIG FLOWER'S LEGAL
STRUCTURE, BIG FLOWER HOLDINGS, INC. BECAME THE PARENT OF BIG FLOWER PRESS
HOLDINGS, INC. UNLESS OTHERWISE INDICATED OR THE CONTEXT CLEARLY IMPLIES
OTHERWISE, ALL REFERENCES TO THE BIG FLOWER COMMON STOCK, CERTIFICATE OF
INCORPORATION AND BYLAWS, BOARD OF DIRECTORS, AGREEMENTS AND OTHER INCIDENTS OF
BIG FLOWER ARE REFERENCES TO THOSE MATTERS WITH RESPECT TO BIG FLOWER PRESS
PRIOR TO THE REORGANIZATION AND TO BIG FLOWER HOLDINGS, INC. AFTER THE
REORGANIZATION, AND THE TERMS "BIG FLOWER," "WE," "OUR," AND "US" REFER TO BIG
FLOWER HOLDINGS, INC. AND ITS SUBSIDIARIES BOTH BEFORE AND AFTER COMPLETION OF
THE MERGER.


THE COMPANIES


BIG FLOWER HOLDINGS, INC. (PAGE 101)
3 EAST 54 STREET
NEW YORK, NEW YORK 10022
(212) 521-1600


    Big Flower is a leading advertising and marketing services company which
provides more than 3,000 retail, advertising agency, broadcasting, manufacturing
and newspaper customers with highly-targeted, promotional advertising products,
services and software. Big Flower specializes in targeted advertising inserts,
circulation-building newspaper products, data-driven direct mail and direct
marketing services and digital services, including commercial image design and
production, and computer-based advertising management systems. Big Flower also
owns XL Ventures, a venture capital subsidiary focused on making minority
investments in companies involved in providing advertising and marketing
services through the Internet to both on-line and off-line customers.


BFH MERGER CORP. (PAGE 102)
C/O THOMAS H. LEE COMPANY
75 STATE STREET
SUITE 2600
BOSTON, MA 02109
(617) 227-1050



    BFH Merger Corp. is a corporation formed by Thomas H. Lee Equity Fund IV,
L.P. and Evercore Capital Partners L.P. to effect the merger and
recapitalization of Big Flower. In the merger, BFH Merger Corp. will merge with
and into Big Flower with Big Flower as the surviving corporation in the merger.


    Thomas H. Lee Equity Fund IV is an affiliate of Thomas H. Lee Company, a
Boston-based investment firm focused on acquiring substantial investments in
growth companies. Founded in 1974, the firm and its affiliates currently manage
approximately $6 billion in committed capital. Recent investments include Eye
Care Centers of America, Inc., Fisher Scientific International Inc., Rayovac
Corporation, HomeSide Lending, Inc., The Learning Company, Inc., Metris
Companies Inc. and Wyndham International, Inc..

    Evercore Partners Inc. is a firm which provides strategic and financial
advisory services to major corporations and makes private equity investments
through its affiliate, Evercore

                                       1
<PAGE>
Capital Partners L.P. Evercore Capital Partners' most recent investment was its
$850 million purchase of American Media, Inc. Evercore Partners Inc.'s recent
advisory work includes advising Tenneco Inc. on the separation of its automotive
and packaging businesses, and advising Dow Jones & Company, Inc. on its
interactive joint venture with Reuters Group PLC.

    Unless the context requires otherwise, all references to Thomas H. Lee
Equity Fund IV and Evercore Capital Partners in this proxy statement/prospectus
are references to Thomas H. Lee Equity Fund IV and its affiliates and Evercore
Capital Partners and its affiliates, respectively.


THE MERGER (PAGE 85)



    Under the merger agreement, BFH Merger Corp. will merge into Big Flower. Big
Flower will be the surviving corporation in the merger, and BFH Merger Corp.
will cease to exist as a corporation after the merger. Some officers of Big
Flower, including R. Theodore Ammon and Edward T. Reilly, will retain some of
their shares of Big Flower common stock and/or options to purchase Big Flower
common stock in the merger. We currently expect that members of management
retaining shares of Big Flower common stock in the merger will own a total of
approximately 19.0% of Big Flower common stock after the merger. Thomas H. Lee
Equity Fund IV and Evercore Capital Partners have advised Big Flower that they
expect to own approximately 64.3% and 16.7%, respectively, of Big Flower common
stock immediately after the completion of the merger.



WHAT YOU WILL RECEIVE IN THE MERGER (PAGE 85)



    See answer to Question #1 of the "Questions and Answers about the Merger" on
page (iv).



RECOMMENDATION OF THE BIG FLOWER BOARD (PAGE 35)



    The Big Flower board of directors, with management directors abstaining,
recommends that you vote "FOR" adoption of the merger agreement. Two members of
the Big Flower board of directors, Messrs. Ammon and Reilly, have a conflict of
interest since they are members of management who are retaining shares of Big
Flower common stock and/or options to purchase shares of Big Flower common stock
in the merger. These two directors abstained from voting to approve the merger
agreement. The remaining four directors of Big Flower voted unanimously to
approve the merger agreement. See "Special Factors-- Conflicts of Interest of
Certain Members of the Big Flower Board of Directors and Management" on page 59
for a more detailed discussion of the interests of these members of management
in the merger.


    The Big Flower board of directors recommends that you vote "FOR" the
election of each of the two persons nominated to the Big Flower board of
directors and "FOR" ratification of the appointment of Deloitte & Touche LLP as
Big Flower's independent certified public accountants.


OPINIONS OF FINANCIAL ADVISORS (PAGE 38)


GOLDMAN, SACHS & CO.


    On June 29, 1999, Goldman Sachs delivered to the Big Flower board of
directors a written opinion that, as of that date, the merger consideration to
be received by the holders of Big Flower common stock, other than the members of
management who are retaining shares of Big Flower common stock in the merger, as
to whom Goldman Sachs did not deliver an opinion, was fair from a financial
point of view.



    The full text of the Goldman Sachs opinion is contained in Appendix B.
Goldman Sachs provided its opinion for the information and assistance of the Big
Flower board of directors in connection with its consideration of the merger. It
is not a recommendation to any holder of Big Flower common stock as to how any
stockholder should vote at the Big Flower meeting. Big Flower stockholders
should read the Goldman Sachs opinion in its entirety.


                                       2
<PAGE>
BERENSON MINELLA & COMPANY


    On June 29, 1999, Berenson Minella & Company delivered to the Big Flower
board of directors a written opinion that, as of that date, the merger
consideration to be received by the holders of Big Flower common stock, other
than the members of management who are retaining shares of Big Flower common
stock in the merger, as to whom Berenson Minella did not deliver an opinion, was
fair from a financial point of view.



    The full text of the Berenson Minella opinion is contained in Appendix C.
Berenson Minella provided its opinion for the information and assistance of the
Big Flower board of directors in connection with its consideration of the
merger. It is not a recommendation to any holder of Big Flower common stock as
to how any stockholder should vote at the Big Flower meeting. Big Flower
stockholders should read the Berenson Minella opinion in its entirety.



SOURCE AND AMOUNT OF FUNDS AND OTHER CONSIDERATION (PAGE 62)


EQUITY COMMITMENTS


    Thomas H. Lee Equity Fund IV and Evercore Capital Partners have committed to
contribute an aggregate of up to $390 million in cash to BFH Merger Corp. as
part of the merger and related transactions. This amount will be reduced by
approximately $127 million, which represents the value attributed to the shares
of Big Flower common stock and options to purchase shares of Big Flower common
stock that members of management will retain in the merger. Of the remaining
$263 million in equity commitments, up to $60 million may be in the form of an
investment instrument, while the balance will be a cash investment in the common
stock of Big Flower. The terms of the investment instrument have not yet been
finalized.


DEBT FINANCINGS


    At the time of the merger, Big Flower and Big Flower Press are expected to
enter into new debt financing arrangements aggregating approximately $870
million. The arrangements are expected to consist of:



    - $470 million of Big Flower Press senior bank financing; and



    - $400 million of Big Flower high yield financing.



    If the high yield financing, which we expect to consist of high yield
securities, cannot be consummated at the time of the merger, Big Flower expects
to enter into a bridge loan, for which it already has a commitment, until it can
replace that loan with high yield securities.



    A portion of the proceeds of these new debt financings will be used to repay
and terminate Big Flower Press' existing revolving credit facility. Based on the
June 30, 1999 pro forma balance sheet, we expect that approximately $100 million
of the senior bank financing would not be borrowed immediately, but would be
used as needed to satisfy the working capital and general corporate requirements
of Big Flower after the merger.



    The new debt financings will be in addition to Big Flower Press' existing
$600 million of senior subordinated notes, which are expected to remain
outstanding after the merger. The debt financing arrangements assume the
conversion of all outstanding 6% Convertible Quarterly Income Preferred
Securities (QUIPS) of Big Flower Trust I into the merger consideration.



DIRECTORS AND MANAGEMENT OF BIG FLOWER FOLLOWING THE MERGER (PAGE 111)



    Executive officers of Big Flower, including R. Theodore Ammon, the chairman
of the board, Edward T. Reilly, the chief executive officer, and Richard L.
Ritchie, the chief financial officer, will be the executive officers of Big
Flower following the merger.



    We expect the board of directors of Big Flower after the merger to be
comprised of R. Theodore Ammon, Edward T. Reilly, Thomas H. Lee, Anthony J.
DiNovi, Scott M. Sperling, Roger C. Altman, Austin M. Beutner and two additional
persons to be determined by Thomas H. Lee Equity Fund IV, with Evercore


                                       3
<PAGE>

Capital Partners and R. Theodore Ammon consenting to the two additional persons.



CONFLICTS OF INTERESTS OF MANAGEMENT MEMBERS OF THE BIG FLOWER BOARD AND
MANAGEMENT (PAGE 59)



    Some members of management have interests in the merger that may conflict
with those of the other Big Flower stockholders. These include the following:



    - some of the shares of Big Flower common stock that are held by some
      members of management will be retained by those persons in the merger or
      exchanged for an interest in an investment instrument;



    - some of the options to purchase Big Flower common stock may be retained by
      some members of management or may be exchanged, in whole or part, for
      other equity interests in Big Flower or an interest in the investment
      instrument;


    - some members of Big Flower's management will continue to serve as officers
      and directors of Big Flower following the merger; and


    - severance agreements with some Big Flower executive officers and other key
      employees generally provide them with a cash payment, immediate vesting of
      options and the continuation of some benefits if their employment is
      terminated after a change of control of Big Flower.



RISK FACTORS (PAGE 14)


    In determining whether to vote to approve and adopt the merger agreement,
you should consider carefully the risk factors described in this document,
including the risks that:

    - there may not be a trading market for the PIK preferred stock and
      warrants,

    - the PIK preferred stock will generally have no voting rights, and the
      warrants will have no voting rights,

    - holders of PIK preferred stock may be liable for taxes in respect of the
      PIK preferred stock and the dividends thereon without having received any
      cash with which to make necessary tax payments,

    - Big Flower's ability to pay the liquidation preference and dividends on
      the PIK preferred stock on the mandatory redemption date depends on its
      financial condition at that time,


    - Big Flower's substantial debt level and stockholders' deficit following
      the merger could affect its operations and its ability to service such
      debt and pay dividends,


    - the value of the warrants will depend mainly on the warrants becoming
      exercisable,

    - the Big Flower board of directors could decide after the merger to issue
      additional classes of Big Flower preferred stock which are senior to, or
      equal in ranking with, the PIK preferred stock,

    - the terms of the new debt financing are expected to restrict Big Flower's
      ability to pay cash dividends on the PIK preferred stock,

    - the merger is conditioned upon Big Flower's and Big Flower Press' receipt
      of funds from the committed financings which will provide, in part, the
      working capital for Big Flower after the merger,

    - holders of the PIK preferred stock and warrants will not have control of
      Big Flower,


    - the forecasts included in this document may not be reliable,



    - the high level of competition in the advertising and marketing services
      industry could have a negative impact on Big Flower's success and on Big
      Flower's ability to service its high level of debt and pay dividends,



    - changes in the cost of paper could have a negative impact on Big Flower's
      success and on Big Flower's ability to service its high level of debt and
      pay dividends,


                                       4
<PAGE>

    - Big Flower's success and cash flow could be negatively affected if its
      Columbine JDS operating unit is unable to make technological changes and
      introduce new products in a timely manner,


    - officers and management directors of Big Flower have agreements and other
      arrangements that may create potential conflicts of interest with Big
      Flower stockholders regarding the merger, and


    - there are risks of fraudulent conveyance associated with the merger and
      related recapitalization that, if a court determines to exist, may result
      in the merger consideration being avoided and recovered from you.


THE BIG FLOWER MEETING


TIME, PLACE AND MATTERS TO BE VOTED UPON (PAGE 23)


    The Big Flower meeting will be held on   -  , 1999, at   -  a.m., New York
time, at   -  . At the Big Flower meeting you will be asked:

    1.  to adopt the merger agreement;

    2.  to elect two directors to the Big Flower board of directors;

    3.  to ratify the appointment of Deloitte & Touche LLP as Big Flower's
        independent certified public accountants; and


    4.  to act on other matters relating to the proposals listed above that may
        be brought properly before the Big Flower meeting.



RECORD DATE AND VOTE REQUIRED (PAGE 23)


    You may cast one vote at the Big Flower meeting for each share of Big Flower
common stock, par value $0.01 per share, that you owned at the close of business
on   -  , 1999.


    On   -  , 1999, there were   -  shares of Big Flower common stock
outstanding and entitled to vote. To adopt the merger agreement, the holders of
a majority of the shares of Big Flower common stock issued and outstanding must
vote in favor of doing so. To elect the two persons nominated for election to
the Big Flower board of directors, the holders of a plurality of the shares of
Big Flower common stock voting on the election at the Big Flower meeting,
assuming at least a majority of the outstanding shares of Big Flower common
stock are present in person or represented by proxy at the Big Flower meeting,
must vote in favor of each nominee. To ratify the appointment of Deloitte &
Touche LLP as Big Flower's independent certified public accountants, the holders
of a majority of the shares of Big Flower common stock voting on that proposal
at the Big Flower meeting, assuming at least a majority of the outstanding
shares of Big Flower common stock are present in person or represented by proxy
at the Big Flower meeting, must vote in favor of ratifying that appointment.


    As of   -  , 1999, directors and executive officers of Big Flower and their
affiliates owned an aggregate of approximately   -  % of the outstanding shares
of Big Flower common stock which they have indicated they intend to vote in
favor of adoption of the merger agreement, the election of each of the two
persons nominated to the Big Flower board of directors and ratification of the
appointment of Deloitte & Touche LLP as Big Flower's independent certified
public accountants.

THE MERGER AGREEMENT

    The merger agreement is attached to this document as Appendix A. Please read
the merger agreement carefully and in its entirety. It is the legal document
that governs the merger.


EFFECTIVE TIME OF THE MERGER (PAGE 85)


    Although no assurances can be given, it is currently expected that the
merger will be completed promptly after the Big Flower stockholders meeting,
which Big Flower expects to hold in October 1999. This completion is subject to
contingencies, including a financing condition, that could delay the merger.
However, the merger is expected to be completed no later than December 31, 1999.

                                       5
<PAGE>

CONDITIONS TO THE MERGER (PAGE 91)


    The completion of the merger depends on a number of conditions being
satisfied, including the following:

    - the adoption of the merger agreement by Big Flower stockholders;


    - the expiration or termination of the waiting period applicable to the
      merger under the Hart-Scott-Rodino Antitrust Improvements Act;



    - the absence of any legal restriction that prohibits completion of the
      merger or is reasonably likely to impose a material limitation on the
      ability of BFH Merger Corp. or its affiliates to acquire Big Flower, but
      BFH Merger Corp. must have used commercially reasonable best efforts to
      prevent the imposition and lessen the effects of any such legal
      restriction;



    - that BFH Merger Corp. be reasonably satisfied that the total funded
      obligations, excluding the QUIPS, of Big Flower just before the merger is
      less than $970 million, plus any indebtedness incurred in consummating
      previously disclosed acquisitions and investments;



    - the absence of any pending litigation brought by a government entity (or
      by any other person which has a reasonable likelihood of success) that
      seeks to prohibit or restrict the completion of the merger and the other
      transactions contemplated by the merger agreement; and


    - that Big Flower, its subsidiaries and BFH Merger Corp. received the
      proceeds of the financings in amounts sufficient to consummate the merger
      and the other transactions contemplated by the merger agreement.


RESTRICTIONS ON ALTERNATIVE TRANSACTIONS (PAGE 89)


    The merger agreement generally limits the ability of Big Flower and its
subsidiaries to solicit or participate in discussions with any third party about
business combinations other than the merger, subject to certain exceptions,
including those relating to complying with fiduciary duties to Big Flower
stockholders.

TERMINATION OF THE MERGER AGREEMENT (PAGE 93)


    Big Flower and BFH Merger Corp. may agree to terminate the merger agreement
at any time without completing the merger.

    In addition, Big Flower or BFH Merger Corp. may terminate the merger
agreement if:


    - the merger is not completed by the later of October 31, 1999 or the date
      determined by adding to October 31, 1999 the number of days after
      September 1, 1999 that this proxy statement/prospectus is mailed to Big
      Flower stockholders, but in no case later than December 31, 1999;


    - a court order or other government ruling prohibits completion of the
      merger; or

    - Big Flower's stockholders do not approve the merger agreement.

    In addition, BFH Merger Corp. may terminate the merger agreement if:

    - the Big Flower board of directors fails to recommend that Big Flower
      stockholders vote in favor of the merger, withdraws or adversely modifies
      its approval or recommendation of the merger or recommends another
      transaction;


    - Big Flower breaches its covenant with respect to its stockholder rights
      plan; or


    - Big Flower materially breaches any representation, warranty, covenant or
      agreement contained in the merger agreement.

    In addition, Big Flower may terminate the merger agreement if:


    - the board of directors of Big Flower determines, after consultation with
      its financial and legal advisors, that another proposal is a superior
      proposal and that approval of that proposal is necessary to comply with
      its fiduciary duties to stockholders under applicable law; or


    - BFH Merger Corp. materially breaches any representation, warranty,
      covenant or agreement contained in the merger agreement.

                                       6
<PAGE>

TERMINATION FEES AND EXPENSES (PAGE 94)



    Big Flower will pay to BFH Merger Corp. a termination fee of $30 million,
less any out-of-pocket expenses reimbursed or fees paid to BFH Merger Corp.,
Thomas H. Lee Company or Evercore Capital Partners, up to $10 million, if the
merger agreement is terminated under specified circumstances.



    Whether or not the merger is completed, each party to the merger will pay
all costs and expenses it incurs in connection with the merger, except for the
termination fee paid and out-of-pocket fees paid and expenses reimbursed by Big
Flower described above.



APPRAISAL RIGHTS (PAGE 96)



    Under Delaware law, holders of Big Flower common stock have the right to
demand and to receive, instead of what is being offered in the merger, an amount
that the Delaware Court of Chancery decides is the fair value of those shares of
Big Flower common stock. This amount may be more or less than the value of what
these holders would otherwise receive in the merger.



    Holders of Big Flower common stock wishing to exercise appraisal rights must
not vote in favor of adoption of the merger agreement and must take the steps
described in the section entitled "Appraisal Rights" and set forth in full in
Appendix D.



LISTING OF BIG FLOWER PIK PREFERRED STOCK AND WARRANTS (PAGE 14)



    We do not expect to list the shares of PIK preferred stock of Big Flower and
the warrants of Big Flower issued in the merger on any national securities
exchange or any inter-dealer quotation system.



ACCOUNTING TREATMENT (PAGE 62)


    Big Flower will account for the merger as a recapitalization because current
management retaining shares of Big Flower common stock in the merger will have a
significant continuing interest in Big Flower common stock following the merger.
As a result, the merger will have no impact on the historical basis of Big
Flower's assets and liabilities.


UNITED STATES FEDERAL INCOME TAX CONSIDERATIONS (PAGE 78)



    See answer to Question #5 of the "Questions and Answers about the Merger" on
page (iv).



REGULATORY FILINGS, APPROVALS AND CLEARANCES (PAGE 67)



    The Hart-Scott-Rodino Antitrust Improvements Act requires Big Flower and BFH
Merger Corp. to furnish certain information and material to the Antitrust
Division of the Department of Justice and the Federal Trade Commission and
requires that a specified waiting period expire or be terminated before the
merger can be completed.


    On   -  , 1999, Big Flower and BFH Merger Corp. each filed a notification
and report form for the merger with the Antitrust Division and the Federal Trade
Commission. The waiting period for antitrust review by the regulatory
authorities expires on   -  , 1999, unless the regulatory authorities grant
early termination, as has been requested by Big Flower and BFH Merger Corp.


LITIGATION CHALLENGING THE MERGER (PAGE 68)



    Seven lawsuits have been filed in the State of Delaware seeking to prohibit
the merger or, if the merger has already happened, to undo the merger and
recover money damages. The lawsuits have been consolidated into one action, and
the plaintiffs have served an amended complaint in the consolidated action. The
amended complaint alleges, among other things, that Big Flower's directors
breached their fiduciary duties and that the merger consideration is unfair to
Big Flower stockholders. Big Flower believes these lawsuits have no merit.


                                       7
<PAGE>
MARKET PRICE DATA


    Shares of Big Flower common stock are listed on the New York Stock Exchange
under the symbol "BGF."



    The following table sets forth the closing market prices per share of Big
Flower common stock on the NYSE on April 19, 1999, the last trading day before
Big Flower publicly announced that it was going to explore possible strategic
transactions, on June 28, 1999, the last trading day before public announcement
of the merger, and on August 30, 1999, the last practicable trading day prior to
the date of this document.



<TABLE>
<CAPTION>
                                                                                 BIG FLOWER
                                                                                COMMON STOCK
                                                                               ---------------
<S>                                                                            <C>
April 19, 1999...............................................................    $    27.875
June 28, 1999................................................................    $    35.500
August 30, 1999..............................................................    $   28.5625
</TABLE>



    The market price of the Big Flower common stock is likely to fluctuate prior
to the merger. You should obtain current market quotations for the Big Flower
common stock before making a decision with respect to the merger.


                                       8
<PAGE>
SELECTED HISTORICAL FINANCIAL DATA


    The following table presents summary financial data of Big Flower and its
subsidiaries. Big Flower derived the summary financial data from its audited
consolidated financial statements and unaudited consolidated financial
statements filed with the Securities and Exchange Commission. On March 21, 1996,
Big Flower's board of directors elected to change Big Flower's fiscal year from
a 12-month period ending June 30th to a calendar year, effective with the period
ended December 31, 1995. On October 4, 1996, Big Flower consummated the
acquisition of Scanforms, Inc. in a transaction accounted for as a pooling of
interests. Accordingly, Big Flower restated its financial information for prior
periods to include the results of Scanforms for all periods presented.


    Interest expense excludes amortization of deferred financing fees. Interest
expense for the year ended December 31, 1996 includes the amortization of
interest rate swap fees of $1.2 million. Big Flower's net loss for the six
months ended December 31, 1995 includes an extraordinary loss of $19.2 million,
net of tax, relating to early extinguishment of debt and termination of a swap
agreement. The net loss for the year ended December 31, 1996 includes an
extraordinary loss of $2.1 million, net of tax, and the net loss for the year
ended December 31, 1997 includes an extraordinary loss of $13.5 million net of
tax, both relating to the early extinguishment of debt.


    Earnings were inadequate to cover fixed charges by $0.6 million for the 323
days ended June 30, 1994. Earnings were also insufficient to cover fixed charges
by $11.6 million for the year ended December 31, 1997, primarily due to the
non-recurring $58.2 million write-off of in-process technology resulting from
the acquisition of Columbine. Net income in those periods included non-cash
charges of depreciation and amortization of $28.8 million for the 323 days ended
June 30, 1994 and $67.3 million for the year ended December 31, 1997. Exclusive
of these amounts, earnings would have exceeded fixed charges by $27.9 million
for the 323 days ended June 30, 1994 and $54.2 million for the year ended
December 31, 1997.



    On March 19, 1996, Big Flower entered into a six-year securitization
agreement under which it may sell beneficial interests in a pool of eligible
accounts receivable. The maximum amount of the outstanding cetificates under
this arrangement is $150.0 million and the amount outstanding at any measurement
date varies based upon the level of eligible receivables. Working capital
balances since 1996 reflect the effect of that program, as accounts receivable
balances sold are recorded as a reduction of working capital and the proceeds
serve to reduce long-term borrowings under Big Flower's revolving credit
facility. As of June 30, 1999, Big Flower had sold interests of $86.6 million
under this securitization, compared to $88.3 million as of June 30, 1998, $117.6
million as of December 31, 1998, $101.1 million as of December 31, 1997 and
$79.8 million as of December 31, 1996.



    Stockholders should read the following selected historical financial data of
Big Flower in conjunction with the related historical consolidated financial
statements and related notes incorporated by reference which are listed under
"Where You Can Find More Information" on page 134.


                                       9
<PAGE>
                            SELECTED FINANCIAL DATA

<TABLE>
<CAPTION>
                                  323 DAYS     YEAR      SIX MONTHS       YEAR          YEAR          YEAR      SIX MONTHS
                                    ENDED      ENDED       ENDED         ENDED         ENDED         ENDED         ENDED
                                  JUNE 30,   JUNE 30,   DECEMBER 31,  DECEMBER 31,  DECEMBER 31,  DECEMBER 31,   JUNE 30,
                                    1994       1995         1995          1996          1997          1998         1998
                                  ---------  ---------  ------------  ------------  ------------  ------------  -----------
<S>                               <C>        <C>        <C>           <C>           <C>           <C>           <C>
                                                           IN THOUSANDS, EXCEPT PER SHARE AMOUNTS
OPERATING DATA:
Net sales.......................  $ 587,630  $ 920,149   $  546,840    $1,201,860    $1,376,706    $1,739,715   $   796,772
Operating income................     25,488     50,712       39,739        69,343(1)      38,502(2)     137,252(3)      51,287
Interest expense................     19,735     37,452       19,076        36,165        40,300        55,988        26,547
(Loss) income before income
  taxes and extraordinary
  items.........................       (549)     5,268       12,694         4,998       (11,626)       69,978        17,390
(Loss) income before
  extraordinary items...........     (3,277)    (1,612)       6,491        (3,285)      (33,571)       37,676         9,391
Extraordinary losses from early
  extinguishment of debt, net...                            (19,248)       (2,078)      (13,463)
Net (loss) income...............     (3,277)    (1,612)     (12,757)       (5,363)      (47,034)       37,676         9,391
Per share:
  (Loss) income before
    extraordinary items--basic..  $   (0.29) $   (0.13)  $     0.36    $    (0.18)   $    (1.79)   $     1.92   $      0.48
  Net (loss) income--basic......      (0.29)     (0.13)       (1.07)        (0.30)        (2.51)         1.92          0.48
  (Loss) income before
    extraordinary items--
    diluted.....................      (0.29)     (0.13)        0.35         (0.18)        (1.79)         1.69          0.46
  Net (loss) income--diluted....      (0.29)     (0.13)       (1.03)        (0.30)        (2.51)         1.69          0.46
Weighted average shares
  outstanding:
  Basic.........................     11,218     12,382       13,451        18,046        18,704        19,660        19,549
  Diluted.......................     11,218     12,382       13,919        18,046        18,704        24,678        24,698
Ratio of earnings to fixed
  charges.......................         --        1.1x         1.5x          1.1x           --           1.9x          1.5x

BALANCE SHEET DATA (AT PERIOD
  END):
Working capital.................  $  25,198  $  34,173   $   29,797    $  (30,821)   $  (17,557)   $   (5,781)  $    12,301
Net property, plant and
  equipment.....................    152,306    137,081      145,323       296,426       384,850       457,988       425,778
Total assets....................    521,461    502,939      573,393       749,742     1,059,047     1,328,182     1,205,180
Long-term debt, net of current
  portion.......................    331,940    301,935      274,161       430,766       590,045       731,080       717,238
Redeemable convertible preferred
  securities of a subsidiary
  trust.........................                                                        115,000       115,000       115,000
Redeemable preferred stock of a
  subsidiary....................     16,913     19,357
Accumulated deficit.............     (1,782)    (3,394)     (16,151)      (21,514)      (68,548)      (30,872)      (59,157)
Other stockholder's equity......     21,231     19,987      100,627       117,864       140,086       158,082       146,289
Common stockholders' equity.....     19,449     16,593       84,476        96,350        71,538       127,210        87,132

OTHER DATA:
Cash flows provided by operating
  activities....................  $  31,514  $  47,597   $   27,881    $  135,936    $  120,637    $  118,216   $    25,672
Cash flows used in investing
  activities....................    270,223      7,013       19,050       170,849       316,601       227,097       116,800
Cash flows provided by (used in)
  financing activities..........    241,975    (39,789)      (4,326)       29,941       197,071       112,478        90,634
Capital expenditures............      6,133      8,496       16,812        55,391        74,045        95,433        44,766
EBITDA (4)......................     54,238     93,699       58,372       121,102       105,824       223,638        93,718

<CAPTION>
                                  SIX MONTHS
                                     ENDED
                                   JUNE 30,
                                     1999
                                  -----------
<S>                               <C>

OPERATING DATA:
Net sales.......................  $   851,889
Operating income................       55,795
Interest expense................       34,274
(Loss) income before income
  taxes and extraordinary
  items.........................       20,953
(Loss) income before
  extraordinary items...........       11,315
Extraordinary losses from early
  extinguishment of debt, net...
Net (loss) income...............       11,315
Per share:
  (Loss) income before
    extraordinary items--basic..  $      0.57
  Net (loss) income--basic......         0.57
  (Loss) income before
    extraordinary items--
    diluted.....................         0.54
  Net (loss) income--diluted....         0.54
Weighted average shares
  outstanding:
  Basic.........................       19,714
  Diluted.......................       24,659
Ratio of earnings to fixed
  charges.......................          1.5x
BALANCE SHEET DATA (AT PERIOD
  END):
Working capital.................  $    29,010
Net property, plant and
  equipment.....................      494,863
Total assets....................    1,494,955
Long-term debt, net of current
  portion.......................      856,230
Redeemable convertible preferred
  securities of a subsidiary
  trust.........................      114,070
Redeemable preferred stock of a
  subsidiary....................
Accumulated deficit.............      (19,557)
Other stockholder's equity......      183,344
Common stockholders' equity.....      163,787
OTHER DATA:
Cash flows provided by operating
  activities....................  $    42,697
Cash flows used in investing
  activities....................      121,479
Cash flows provided by (used in)
  financing activities..........       72,271
Capital expenditures............       52,400
EBITDA (4)......................      104,230
</TABLE>


                                              (FOOTNOTES CONTINUED ON NEXT PAGE)

                                       10
<PAGE>
(FOOTNOTES CONTINUED FROM PRECEDING PAGE)

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

(1) INCLUDES $2.7 MILLION OF NON-RECURRING COSTS RELATED TO ACQUISITIONS.

(2) INCLUDES NON-RECURRING CHARGES OF $63.9 MILLION RELATED TO ACQUISITIONS
    (INCLUDING A $58.2 MILLION IN-PROCESS ACQUIRED TECHNOLOGY WRITE OFF) AND
    $0.6 MILLION RELATED TO BIG FLOWER'S SECONDARY STOCK OFFERING.

(3) INCLUDES $4.6 MILLION OF TERMINATION COSTS FOR EXECUTIVE POSITIONS
    ELIMINATED AND A $0.2 MILLION IN-PROCESS ACQUIRED TECHNOLOGY WRITE OFF.

(4) EBITDA REPRESENTS THE SUM OF OPERATING INCOME, DEPRECIATION AND AMORTIZATION
    OF INTANGIBLES. EBITDA IN 1996 INCLUDES $1.5 MILLION IN MERGER COSTS, EBITDA
    IN 1997 INCLUDES A $58.2 MILLION WRITE OFF OF IN-PROCESS ACQUIRED TECHNOLOGY
    COSTS AND IN 1998 INCLUDES A SIMILAR CHARGE OF $0.2 MILLION. EBITDA DOES NOT
    INCLUDE COSTS ASSOCIATED WITH THE SECURITIZATION OF ACCOUNTS RECEIVABLE
    UNDER THE AGREEMENT MENTIONED ABOVE AND IS PRESENTED HERE TO PROVIDE
    ADDITIONAL INFORMATION ABOUT BIG FLOWER'S ABILITY TO MEET ITS FUTURE DEBT
    SERVICE, CAPITAL EXPENDITURE AND WORKING CAPITAL REQUIREMENTS. IT SHOULD NOT
    BE CONSIDERED A BETTER INDICATOR OF OPERATING PERFORMANCE THAN OPERATING
    INCOME AS DETERMINED IN ACCORDANCE WITH GENERALLY ACCEPTED ACCOUNTING
    PRINCIPLES (GAAP), OR A BETTER INDICATOR OF LIQUIDITY THAN CASH FLOW FROM
    OPERATING ACTIVITIES AS DETERMINED IN ACCORDANCE WITH GAAP. BIG FLOWER'S
    DEFINITION OF EBITDA MIGHT NOT BE THE SAME AS THAT OF OTHER COMPANIES OR BIG
    FLOWER'S FINANCIAL ADVISORS.

                                       11
<PAGE>
UNAUDITED PRO FORMA CONSOLIDATED FINANCIAL DATA


    The following tables present selected unaudited pro forma financial data,
which estimates the effects on Big Flower of the merger and related
transactions, including recapitalization accounting, the financing of the merger
and acquisitions completed through August 3, 1999.


    The pro forma financial data assume that:

    (1) there are no dissenting stockholders;

    (2) all options to purchase Big Flower common stock are retained by their
       current holders in the merger;

    (3) all outstanding QUIPS are converted into Big Flower common stock prior
       to the merger; and

    (4) the investment instrument that may be issued in the merger will be in
       the form of paid-in-kind preferred stock.


    Should Big Flower redeem or otherwise settle any of the stock options in
connection with the merger, we expect to recognize non-cash compensation expense
in the consolidated statement of operations for the period when the merger
occurs.



    We provide the pro forma consolidated financial statements to show you what
the results of operations and financial position of Big Flower might have looked
like had the merger, the recapitalization, the financing of the merger and the
1998 and 1999 acquisitions occurred at an earlier date and occurred in the
manner assumed. We provide this information for illustrative purposes only. The
information does not claim to show what the results of operations or financial
position of Big Flower would have been if the merger and related transactions
had actually occurred on the dates assumed and occurred in the actual manner
assumed. This information also does not attempt to indicate what Big Flower's
future operating results or consolidated financial position will be.


    You should read the pro forma consolidated financial statements along with
Big Flower's historical financial statements and the related notes, which are
incorporated by reference in this document.


    See "Big Flower Unaudited Pro Forma Financial Information" on page 103 for a
more detailed explanation of this analysis.


                                       12
<PAGE>

<TABLE>
<CAPTION>
                                                                   PRO FORMA UNAUDITED
                                                              ------------------------------
                                                                YEAR ENDED      SIX MONTHS
                                                               DECEMBER 31,       ENDED
                                                                   1998       JUNE 30, 1999
                                                              --------------  --------------
                                                                (IN THOUSANDS, EXCEPT PER
                                                                       SHARE DATA)
<S>                                                           <C>             <C>
STATEMENTS OF OPERATIONS DATA:
Net sales...................................................    $1,872,942      $  866,299
                                                              --------------  --------------
Operating expenses:
  Costs of production.......................................     1,377,424         636,117
  Selling, general and administrative.......................       247,425         124,578
  Depreciation and amortization of intangibles..............       100,023          50,438
  In-process acquired technology write off..................           245
                                                              --------------  --------------
                                                                 1,725,117         811,133
                                                              --------------  --------------
Operating income............................................       147,825          55,166
                                                              --------------  --------------
Other expenses (income):
  Interest expense..........................................       110,563          64,189
  Amortization of deferred financing costs..................         7,796           4,242
  Interest income...........................................        (1,103)           (364)
  Other, net................................................         2,351          (4,405)
                                                              --------------  --------------
                                                                   119,607          63,662
                                                              --------------  --------------
Income (loss) before income taxes...........................        28,218          (8,496)
Income tax expense (benefit)................................        15,237          (2,392)
                                                              --------------  --------------
Net income (loss)...........................................        12,981          (6,104)
Dividend requirements on investment instrument..............        (6,150)         (3,308)
Dividend requirements on PIK preferred stock................       (11,760)         (6,325)
                                                              --------------  --------------
Loss applicable to common shares............................    $   (4,929)     $  (15,737)
                                                              --------------  --------------
                                                              --------------  --------------
Loss per share--basic and diluted...........................    $    (0.53)     $    (1.68)
                                                              --------------  --------------
                                                              --------------  --------------
Weighted average shares outstanding--basic and diluted......         9,362           9,362
                                                              --------------  --------------
                                                              --------------  --------------

<CAPTION>

BALANCE SHEET DATA:                                                           JUNE 30, 1999
                                                                              --------------
<S>                                                           <C>             <C>
Total assets................................................                    $1,597,071
Working capital.............................................                        27,593
Long-term debt (including current portion)..................                     1,379,796
Stockholders' deficit.......................................                      (321,694)
</TABLE>


                                       13
<PAGE>
                                  RISK FACTORS

    YOU SHOULD CONSIDER THE FOLLOWING MATTERS IN DECIDING WHETHER TO VOTE IN
FAVOR OF ADOPTING THE MERGER AGREEMENT. YOU ALSO SHOULD CONSIDER THE OTHER
INFORMATION INCLUDED AND INCORPORATED BY REFERENCE IN THIS DOCUMENT, INCLUDING
THE INFORMATION INCLUDED IN BIG FLOWER'S ANNUAL REPORT ON FORM 10-K FOR THE YEAR
ENDED DECEMBER 31, 1998 UNDER "BUSINESS--ADDITIONAL COMPANY INFORMATION",
"MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF
OPERATIONS--YEAR 2000" AND "QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT
MARKET RISK" WHICH PROVIDE SPECIFIC INFORMATION REGARDING THE OPERATIONS OF BIG
FLOWER.


IT MAY BE DIFFICULT FOR YOU TO SELL YOUR PIK PREFERRED STOCK AND WARRANTS



    It may be difficult for you to sell your PIK preferred stock and warrants.
The PIK preferred stock and warrants, which warrants will initially be attached
to the PIK preferred stock, are new issues of securities for which there are
currently no established trading markets. If your shares of PIK preferred stock
are traded, they may trade at a substantial discount from the liquidation value.
Similarly, if the warrants are traded, they may trade at a substantial discount
to the implied value of the warrants taking into account their exercise price.
Any discount could depend upon a number of factors, including:



    - the market demand for the PIK preferred stock or warrants, as the case may
      be,



    - the market for similar securities,



    - the financial condition and performance of Big Flower,



    - prevailing dividend and interest rates generally in the financial markets,
      and


    - general economic conditions.


    Big Flower cannot assure you that a trading market for the PIK preferred
stock or warrants will develop. The absence of a trading market adversely
affects the liquidity of your shares of PIK preferred stock and warrants. Big
Flower does not intend to apply for listing of the PIK preferred stock or
warrants on any national securities exchange or for quotation through any
over-the-counter market. The PIK preferred stock and the warrants will be
registered under the Securities Act of 1933. For a more detailed description of
the possible market for PIK preferred stock, see "Description of Big Flower
Capital Stock Following the Merger" on page 71.



YOU WILL NOT PARTICIPATE IN FUTURE DECISIONS REGARDING BIG FLOWER AS THE PIK
PREFERRED STOCK WILL GENERALLY HAVE NO VOTING RIGHTS



    You will not participate in future decisions regarding Big Flower. As
holders of the PIK preferred stock, you will generally have no voting rights
regarding the conduct of the Big Flower business. You will have the right to
elect two directors to the Big Flower board of directors if:



    - Big Flower defaults in the payment of three declared semi-annual
      dividends,



    - Big Flower defaults under specified outstanding debt,



    - Big Flower declares bankruptcy, or


    - Big Flower fails to redeem the PIK preferred stock as required by the
      terms of the PIK preferred stock.


    In addition, you will have the right to vote on any amendment to the
certificate of incorporation or bylaws of Big Flower after the merger that
adversely affects the terms of the PIK preferred stock. For a more detailed
explanation of the voting and other rights of holders of PIK preferred stock,
see "Description of Big Flower Capital Stock Following the Merger" on page 71.


                                       14
<PAGE>

THE WARRANTS WILL HAVE NO VOTING RIGHTS AND WILL NOT PERMIT YOU TO PARTICIPATE
IN FUTURE DECISIONS REGARDING BIG FLOWER



    As holders of the warrants, you will have no voting rights and, therefore,
no right to participate in future decisions regarding Big Flower, before the
exercise of the warrants. For additional information regarding the rights of
holders of warrants, see "Description of Big Flower Capital Stock Following the
Merger" on page 71.



THERE IS NO ASSURANCE THAT YOU WILL RECEIVE CASH DIVIDENDS ON THE PIK PREFERRED
STOCK



    There is no guarantee that Big Flower will ever pay cash dividends. The
terms of Big Flower's existing debt do, and the new debt arrangements are
expected to, restrict Big Flower's ability to pay cash dividends on the PIK
preferred stock. In addition to those restrictions, under Delaware law, Big
Flower is permitted to pay cash dividends on its preferred stock only out of its
surplus, which in general terms means the excess of its net assets over the
original aggregate par value of its stock. In the event Big Flower has no
surplus, it is permitted to pay these cash dividends out of its net profits for
the year in which the dividend is declared or in the immediately preceding year.
Accordingly, there is no guarantee that, if Big Flower decides to pay cash
dividends, Big Flower will be able to pay you cash dividends on the PIK
preferred stock. Also, even if Big Flower is not prohibited from paying cash
dividends by the terms of its debt or by law, other factors such as the need to
reinvest cash back into Big Flower's operations may prompt Big Flower's board of
directors to elect to pay dividends "in kind" by issuing additional shares of
PIK preferred stock instead of cash, an alternative method of paying dividends
on the PIK preferred stock.



YOU MAY HAVE TO PAY TAXES RELATED TO THE PIK PREFERRED STOCK, EVEN THOUGH YOU
WILL NOT HAVE RECEIVED ANY CASH WITH WHICH TO MAKE THE NECESSARY TAX PAYMENTS



    The treatment of cumulative dividends on preferred stock such as the PIK
preferred stock is not entirely clear. Big Flower intends to take the position
that you should not include cumulative dividends in income until such dividends
are paid in cash, additional shares of PIK preferred stock or a combination of
both. However, the IRS has indicated that it may issue Treasury regulations
that, if applicable to the PIK preferred stock, would require you to include in
income each year any accumulated dividends even if no actual distributions are
made to you on the PIK preferred stock, in which case actual distributions would
likely not be reported separately as taxable income. In addition, the PIK
preferred stock you receive in the merger will be issued with a "redemption
premium" to the extent that the amount that will be paid upon mandatory
redemption of the PIK preferred stock (excluding accumulated and unpaid
dividends) exceeds the issue price of the PIK preferred stock by more than a de
minimis amount. You will need to report a portion of this amount as taxable
income each year even though Big Flower will not pay it to you until the PIK
preferred stock is redeemed.



BIG FLOWER MAY NOT BE ABLE TO PAY THE LIQUIDATION PREFERENCE OF AND DIVIDENDS ON
THE PIK PREFERRED STOCK ON THE MANDATORY REDEMPTION DATE IF ITS FINANCIAL
CONDITION AT THAT TIME DOES NOT PERMIT IT
TO DO SO



    After the merger and related recapitalization, Big Flower will have a high
level of debt and a stockholders' deficit. Big Flower cannot assure you that it
will generate cash flow sufficient to repay its debt obligations or pay the
liquidation preference of or dividends on the PIK preferred stock.



    The obligations of Big Flower to the holders of its debt and other creditors
take priority over Big Flower's obligations to the holders of the PIK preferred
stock. Under Delaware law, Big Flower may not redeem the PIK preferred stock for
its stated liquidation preference of $25.00 per share on December 15, 2012, the
mandatory redemption date, if at that time Big Flower's remaining assets are not
sufficient to pay its outstanding obligations or if the redemption would reduce
the capital of Big


                                       15
<PAGE>

Flower below its original aggregate par value and eliminate Big Flower's
surplus. For more information regarding the rights of holders of PIK preferred
stock to the liquidation preference, see "Description of Big Flower Capital
Stock Following the Merger" on page 71.



BIG FLOWER'S SUBSTANTIAL DEBT LEVEL FOLLOWING THE MERGER COULD INCREASE BIG
FLOWER'S VULNERABILITY TO A CASHFLOW SHORTFALL AND MIGHT PUT AT RISK THE
CONTINUED SUCCESS OF BIG FLOWER AND YOUR INVESTMENT IN BIG FLOWER



    After the merger, Big Flower's operations will have to generate sufficient
cash to service a much higher level of debt. If Big Flower cannot do that, it
may not be able to make required payments to you with respect to your PIK
preferred stock. Your investment in Big Flower could therefore diminish in
value.



    In connection with the merger and related recapitalization, we expect to
issue high yield debt securities and to enter into syndicated term loan
facilities and revolving credit facilities to:



    - finance a significant portion of the cash consideration to be paid to the
      stockholders of Big Flower in the merger. This would include cash
      consideration to be paid to holders of QUIPS who convert their QUIPS into
      Big Flower common stock prior to the merger or who exercise their
      conversion rights after the merger,



    - refinance some of Big Flower's currently outstanding debt, and


    - provide for working capital requirements.


    Upon completion of the debt financings, Big Flower will have consolidated
debt substantially greater than Big Flower's pre-merger debt and a stockholders'
deficit. Upon consummation of the merger and the debt financings, we expect
that, based upon the unaudited pro forma financial statements of Big Flower as
of June 30, 1999, Big Flower would have had consolidated debt of approximately
$1.38 billion. The increased debt and higher debt-to-equity ratio of Big Flower
in comparison to that of Big Flower on a historical basis may:



    - reduce Big Flower's flexibility to respond to changing business and
      economic conditions,



    - increase its vulnerability to general adverse economic and industry
      conditions,



    - limit capital expenditures and acquisitions,



    - place Big Flower at a competitive disadvantage compared to its competitors
      that have less debt, and



    - limit, along with the restrictive covenants of the contemplated financing,
      Big Flower's ability to borrow additional funds.



    On a pro forma basis, after giving effect to the 1998 and 1999 acquisitions,
the merger and the expected terms of debt financings, and assuming the
transactions occurred on January 1, 1998, Big Flower's ratio of earnings to
fixed charges would have been 1.2 for the year ended December 31, 1998. On the
same basis, earnings would have been insufficient to cover fixed charges by $8.5
million for the six months ended June 30, 1999. The pro forma earnings for the
six months ended June 30, 1999 include non-cash charges of depreciation and
amortization of $50.4 million. Exclusive of this amount, pro forma earnings
would have exceeded fixed charges by $41.9 million for that period. Big Flower
expects that the definitive terms of the debt instruments in the debt financings
will include significant operating and financial restrictions, such as limits on
Big Flower's ability to incur debt, create liens, sell assets, engage in various
mergers or consolidations, make investments or acquisitions and pay dividends.


                                       16
<PAGE>

    In addition, the substantial leverage will have a negative effect on Big
Flower's net income. For the fiscal year ended December 31, 1998, Big Flower's
net income on a pro forma basis, as adjusted to give effect to acquisitions, the
merger and the debt financings, would have been $13.0 million, compared to the
historical net income of $37.7 million for that period, and for the six months
ended June 30, 1999, Big Flower's pro forma net loss would have been $6.1
million as compared to the historical net income of $11.3 million for that
period. At June 30, 1999, Big Flower had available borrowing capacity of $286.5
million under its revolving credit facility and $63.4 million under its accounts
receivable securitization facility. On a pro forma basis, at June 30, 1999, Big
Flower would have had available borrowing capacity of $89.3 million under the
new revolving credit facility as well as the $63.4 million available under its
accounts receivable securitization facility. Pro forma interest expense would
have been $110.6 million for the year ended December 31, 1998 as compared to
$56.0 million for the same period on a historical basis and, for the six months
ended June 30, 1999, pro forma interest expense would have been $64.2 million as
compared to $34.3 million on a historical basis.



    After the merger and related recapitalization is consummated, we expect that
Big Flower's principal sources of liquidity will be cash flow from operations
and borrowings under the revolving credit portion of its credit facility. We
anticipate that Big Flower's principal uses of liquidity will be to provide
working capital, meet debt service requirements, finance capital expenditures
and finance Big Flower's strategic plans. For a more detailed description of the
debt financings Big Flower expects to incur in the merger, see "Special
Factors--Source and Amount of Funds--Debt Financings" on page 63.



    Based upon the current and anticipated level of operations, Big Flower
believes that its cash flow from operations, together with amounts available
under the new credit facilities, will be adequate to meet its anticipated
requirements for working capital, capital expenditures, interest payments and
scheduled principal payments in the foreseeable future. There can be no
assurance, however, that Big Flower's business will continue to generate cash
flow at or above current levels. If Big Flower is unable to generate sufficient
cash flow from operations in the future to service its debt, it may have to
refinance all or a portion of its existing debt or to obtain additional
financing. There can be no assurance that any refinancing of this kind would be
possible or that any additional financing could be obtained. The inability to
obtain additional financing could have a material adverse effect on Big Flower
and on your investment.



THE VALUE OF THE WARRANTS WILL DIMINISH SIGNIFICANTLY IF THE WARRANTS BECOME
LESS LIKELY TO BE EXERCISABLE



    The value of the warrants largely depends on whether they become
exercisable. The warrants only become exercisable if Big Flower is sold or an
event occurs that results in a public market for Big Flower common stock, like
an initial public offering. There can be no guarantee that such an event will
occur. In addition, the value of the warrants may be reduced or eliminated if,
in a bankruptcy or reorganization of Big Flower, the bankruptcy court permits
Big Flower to reject the warrants as executory contracts. The warrants expire on
December 15, 2012 if they have not been exercised by that date.


AFTER THE MERGER BIG FLOWER MAY ISSUE PREFERRED STOCK WHICH IS SENIOR TO OR HAS
THE SAME RANKING AS THE PIK PREFERRED STOCK


    Under Big Flower's restated certificate of incorporation, Big Flower has the
authority to issue 10,000,000 shares of preferred stock with rights and
preferences fixed by Big Flower's board of directors. At the time of the merger,
we expect that 4,574,555 shares will be designated as PIK preferred stock.
Accordingly, after the merger, Big Flower could issue up to 5,425,445 shares of
preferred stock with rights and preferences fixed by Big Flower's board of
directors. The board of directors could decide to authorize the issuance of
shares of preferred stock which are senior to, or


                                       17
<PAGE>

have the same ranking as, the PIK preferred stock without a vote by the PIK
preferred stockholders. The board of directors could also decide to increase the
number of shares of Big Flower's preferred stock designated as the PIK preferred
stock without a vote of the PIK preferred stockholders.



THE MERGER MAY NOT OCCUR IF BFH MERGER CORP. DOES NOT RECEIVE THE COMMITTED
FINANCINGS



    BFH Merger Corp.'s obligations to effect the merger are subject to a number
of conditions, one of which is its receipt of financing proceeds on the terms
described in the financing commitment letters. Otherwise, Big Flower and BFH
Merger Corp. must reasonably agree upon other financing sources sufficient to
consummate the merger and related transactions. This must encompass payment of
the cash portion of the merger consideration, refinancing some of Big Flower's
outstanding debt, payment of transaction fees and expenses and provision of
working capital needs following the merger.



    BFH Merger Corp. has informed Big Flower that it expects that the financings
described under "Special Factors--Source and Amount of Funds" on page 62 will be
sufficient to consummate the merger and related transactions, if these
financings are completed in accordance with the terms and conditions described
in the financing commitments. However, there can be no assurance that if the
committed financings are not sufficient BFH Merger Corp. will be able to obtain
additional financings or that BFH Merger Corp. will agree to consummate the
merger and related transactions, even if such additional financings are
available.


HOLDERS OF THE PIK PREFERRED STOCK AND WARRANTS WILL NOT CONTROL BIG FLOWER


    You and the other holders of PIK preferred stock and warrants, collectively,
will not control Big Flower. Upon completion of the merger and related
recapitalization, excluding any shares of Big Flower common stock received upon
exercise of the warrants, 100% of the outstanding shares of Big Flower common
stock will be held by Thomas H. Lee Equity Fund IV, Evercore Capital Partners
and those members of management who are retaining shares of Big Flower common
stock in the merger. Thomas H. Lee Equity Fund IV and Evercore Capital Partners
will own approximately 81% of the outstanding shares of Big Flower common stock.
For additional information concerning the equity investments to be made in Big
Flower and the beneficial ownership of Big Flower common stock following the
merger, see "Special Factors--Source and Amount of Funds" on page 62 and
"Directors and Management of Big Flower Following the Merger--Security Ownership
of Big Flower Following the Merger" on page 112. Accordingly, Thomas H. Lee
Equity Fund IV, Evercore Capital Partners and those members of management who
are retaining shares of Big Flower common stock in the merger will control Big
Flower and the outcome of all matters submitted to a vote or for the consent of
holders of Big Flower common stock. They will also have the power to:



    - elect all of Big Flower's directors other than in the limited
      circumstances in which the holders of the PIK preferred stock are entitled
      to elect two directors,



    - appoint new management and approve any action requiring the approval of
      the holders of Big Flower common stock, including adopting amendments to
      Big Flower's restated certificate of incorporation other than amendments
      which would adversely affect the terms of the PIK preferred stock, and



    - approve mergers or sales of substantially all of Big Flower's assets.



    The directors of Big Flower will have the authority to make decisions
affecting the capital structure of Big Flower, including the issuance of
additional capital stock and the declaration of dividends. There can be no
assurance that the business, financial and operational policies of Big Flower in
effect prior to the merger including, for example, Big Flower's business
strategy, will continue after the merger.


                                       18
<PAGE>

THE FORECASTS INCLUDED IN THIS DOCUMENT ARE SUBJECT TO UNCERTAINTIES AND MAY NOT
BE RELIABLE FOR YOUR INVESTMENT DECISION



    The forecasts included under the heading "Special Factors--Certain Estimates
of Future Operations and Other Information" on page 57 were provided by Big
Flower to Thomas H. Lee Company and Evercore Capital Partners. While they were
presented with numerical specificity, they are based on a number of estimates
and assumptions. These estimates and assumptions, though considered reasonable
by Big Flower at the time presented, are inherently subject to significant
business, economic and competitive uncertainties and contingencies, including
those included under this "Risk Factors" section. Many of those risks are beyond
Big Flower's control. These estimates are also based on assumptions with respect
to future business strategies and decisions which are subject to change and may
be beyond Big Flower's control.



    Big Flower did not prepare the forecasts with a view to the transactions
described in this document and did not take into account the merger and related
recapitalization. Big Flower also did not prepare the forecasts with a view
toward compliance with published guidelines of the Securities and Exchange
Commission, the American Institute of Certified Public Accountants, any
regulatory or professional agency or body or generally accepted accounting
principles. Also, Big Flower's independent public accountants have not compiled
or examined the forecasts. Accordingly, they do not express any opinion or any
other form of assurance with respect to these forecasts, assume no
responsibility for and disclaim any association with the forecasts.



    While Big Flower believes the forecasts were based upon assumptions and
estimates which were reasonable at the time, actual results will vary and
variations may be material. Forecasts are necessarily speculative in nature, and
it is possible that one or more of the assumptions underlying the forecasts may
not materialize. Furthermore, Big Flower does not intend to update or revise the
forecasts to reflect events or circumstances after the date of these forecasts
or to reflect the occurrence of unanticipated events. Holders of Big Flower
common stock are cautioned not to rely on any of the forecasts included in this
document. Except for the forecasts provided by Big Flower, Thomas H. Lee Company
and Evercore Capital Partners did not receive any report, opinion or approval
from Big Flower in formulating their decision to proceed with the merger. See
"Special Factors--Certain Estimates of Future Operations and Other Information"
on page 57 for a more detailed explanation of these forecasts and uncertainties
underlying them.



THE HIGH LEVEL OF COMPETITION IN THE ADVERTISING AND MARKETING SERVICES INDUSTRY
COULD HAVE A NEGATIVE IMPACT ON BIG FLOWER'S ABILITY TO SERVICE HIGH LEVELS OF
DEBT AND PAY DIVIDENDS ON PIK PREFERRED STOCK



    The advertising and marketing services industry is highly competitive in
most product categories and geographic regions. Competition is largely based on
price, quality and servicing the specialized needs of customers. During periods
of economic downturn, there has been excess production capacity in the industry
resulting in more competitive pricing. Any future periods of economic downturn
could again result in increased competition and possibly affect Big Flower's
sales and profitability. Any decline in sales and profitability may decrease Big
Flower's cash flow, and make it more difficult for Big Flower to service its
high level of debt and to make dividend payments on the PIK preferred stock.



CHANGES IN THE COST OF PAPER COULD HAVE NEGATIVE IMPACT ON BIG FLOWER'S ABILITY
TO SERVICE HIGH LEVELS OF DEBT AND PAY DIVIDENDS ON PIK PREFERRED STOCK



    An increase in the cost of paper, a key raw material in Big Flower's
operations, may reduce the sales and profits of Big Flower. Any such decline may
decrease Big Flower's cash flow, and make it more difficult for Big Flower to
service its high level of debt and to make dividend payments on the PIK
preferred stock. The cost of paper is a principal factor in pricing to certain
customers of Treasure Chest (TC) Advertising, Big Flower's operating unit that
provides insert advertising and newspaper


                                       19
<PAGE>

services. As TC Advertising is Big Flower's largest operating unit, the cost of
paper significantly affects Big Flower's net sales. TC Advertising is generally
able to pass increases in the cost of paper to its customers, while decreases in
paper costs generally result in lower prices to customers. Volatility in paper
costs results in a corresponding volatility in Big Flower's net sales, but
generally has not affected volume or profits to any significant extent. To the
extent that there are paper cost increases and TC Advertising is not able to
pass these increases to its customers or its customers reduce the size of their
print advertising programs, Big Flower's results of operations relating to TC
Advertising, including sales and profitability, could be negatively affected.
Any such decline may decrease Big Flower's cash flow, and make it more difficult
for Big Flower to service its high level of debt and to make dividend payments
on the PIK preferred stock.



    Capacity in the paper industry has remained relatively stable in recent
years. Increases or decreases in demand for paper have led to corresponding
pricing changes and, in periods of high demand, to limitations on the
availability of certain grades of paper, including grades utilized by Big
Flower. Any loss of the sources of paper supply or any disruption in those
sources' business or failure by them to meet Big Flower's product needs on a
timely basis could cause temporary shortages in needed materials which could
have a negative affect on Big Flower's results of operations, including sales
and profitability.



BIG FLOWER'S SUCCESS AND ITS ABILITY TO SERVICE HIGH LEVELS OF DEBT AND PAY
DIVIDENDS ON PIK PREFERRED STOCK COULD BE NEGATIVELY AFFECTED IF ITS COLUMBINE
OPERATING UNIT IS UNABLE TO MAKE TECHNOLOGICAL CHANGES AND INTRODUCE NEW
PRODUCTS IN A TIMELY MANNER



    Big Flower's cash flow may be decreased if more time and personnel are
required to meet technological developments at Big Flower's Columbine unit.
Columbine, Big Flower's operating unit that provides a line of software products
and services that manage the buying and selling processes for advertising, may
need to continually change and improve some of the versions of its products in
response to changes in operating systems, application and networking software,
computer and communications hardware, programming tools and computer language
technology. If Columbine does not respond adequately to the need to develop and
introduce new products or enhancements of existing products in a timely manner,
it could lose sales. Any such decline may decrease Big Flower's cash flow, and
make it more difficult for Big Flower to service its high level of debt and to
make dividend payments on the PIK preferred stock.


OFFICERS AND MANAGEMENT DIRECTORS OF BIG FLOWER HAVE AGREEMENTS AND OTHER
ARRANGEMENTS THAT MAY CREATE POTENTIAL CONFLICTS OF INTEREST WITH BIG FLOWER
STOCKHOLDERS REGARDING THE MERGER


    When considering the recommendation of the board of directors, you should be
aware that some members of management who are retaining Big Flower common stock
or options to purchase Big Flower common stock in the merger, including R.
Theodore Ammon and Edward T. Reilly, have interests which may be different from
yours. These persons will continue to participate in the earnings and growth of
Big Flower after the completion of the merger. We expect that Messrs. Ammon and
Reilly will continue as directors and some members of management, including
Messrs. Ammon, Reilly and Ritchie, will continue as officers of Big Flower
following the merger. Some persons who are retaining their stock have rights
under severance agreements which could be triggered by the merger. These
interests may create potential conflicts of interest. The board of directors,
with Messrs. Ammon and Reilly abstaining, was aware of these possible conflicts
when they unanimously approved the merger. Notwithstanding these conflicts,
directors have fiduciary duties of loyalty and care which require that they act
in the best interests of stockholders when acting in their capacities as
directors. Messrs. Ammon and Reilly did not act in their capacities as directors
with respect to the merger. For a more detailed description of these potential
conflicts, see "Special Factors--Conflicts of Interest of Certain Members of the
Big Flower Board of Directors and Management" on page 59.


                                       20
<PAGE>

THE PAYMENT OF THE MERGER CONSIDERATION TO YOU COULD BE AVOIDED AND MAY BE
RECOVERED FROM YOU IF A COURT DETERMINES THAT THE MERGER AND RELATED
RECAPITALIZATION INVOLVED A FRAUDULENT CONVEYANCE



    Big Flower will incur debt, in part, to be able to pay to you $30 per share
in cash in the merger. If a court of law finds this payment to have been a
"fraudulent conveyance," then it is possible that the cash, the PIK preferred
stock or the warrant you receive may be recovered from you.


    Big Flower's incurrence of debt, in connection with the senior debt
financing and the high yield financing, and the subsequent transfer of a portion
of the proceeds of these financings to Big Flower's stockholders to pay the cash
portion of the merger consideration, is subject to review under relevant federal
and state fraudulent conveyance statutes in a bankruptcy, reorganization or
rehabilitation case or similar proceeding or in a lawsuit by or on behalf of
unpaid creditors of Big Flower. Under these fraudulent conveyance statutes, if a
court were to find that, at the time of the merger and related recapitalization:

    - Big Flower incurred debt and paid the cash portion of the merger
      consideration with the intent of hindering, delaying or defrauding
      creditors, or

    - Big Flower received less than reasonably equivalent value or fair
      consideration in connection with the merger and related recapitalization
      and Big Flower:

       - - was insolvent or was rendered insolvent by reason of the merger and
           related recapitalization, including the incurrence of debt from these
           financings,

       - - was engaged in a business or transaction for which its assets
           constituted unreasonably small capital,

       - - intended to incur, or believed that it would incur, obligations
           beyond its ability to pay as such obligations matured, or


       - - was a defendant in an action for money damages, or had a judgment for
           money damages docketed against it and, in either case, after final
           judgment, the judgment was unsatisfied,



the court could determine that the payment of the cash portion of the merger
consideration to stockholders of Big Flower violated applicable provisions of
the United States bankruptcy code and/or applicable state fraudulent conveyance
laws. This determination would permit the bankruptcy trustee or debtor in
possession or unpaid creditors to avoid the payment of the cash portion of the
merger consideration and recover the cash portion of the merger consideration
from Big Flower's stockholders.



    In the course of its deliberations concerning the merger agreement, the
board of directors of Big Flower considered the fraudulent conveyance risks and
the relevant legal principles described above. As a result, in order to protect
Big Flower and its stockholders, the board of directors insisted that the merger
agreement contain a provision requiring that, as a condition to the consummation
of the merger, Big Flower and the board of directors receive an opinion from an
independent expert as to the solvency of Big Flower after giving effect to the
merger and related recapitalization. Based upon its discussions with its
advisors and financing sources, Big Flower fully anticipates receiving such a
solvency opinion.


                                       21
<PAGE>
                         CAUTIONARY STATEMENT REGARDING
                           FORWARD-LOOKING STATEMENTS


    This document contains forward-looking statements with respect to the
financial condition, results of operations and business of Big Flower. These
statements may be made directly in this document referring to Big Flower or may
be made part of this document by reference to other documents filed with the
Securities and Exchange Commission by Big Flower, which is known as
"incorporation by reference," and may include statements for the period
following the completion of the merger. You can find many of these statements by
looking for words such as "believes," "expects," "anticipates," "estimates" or
similar expressions in this document or in the documents incorporated by
reference.


    These forward-looking statements are subject to numerous assumptions, risks
and uncertainties. Factors that may cause actual results to differ from those
contemplated by the forward-looking statements include, among others, the
following possibilities:


    - fluctuations in the cost of raw materials used by Big Flower may adversely
      affect Big Flower's results of operations,



    - changes in the advertising and marketing services markets,



    - the financial condition of Big Flower's customers,



    - general economic or business conditions, both domestic and foreign, may be
      less favorable than expected, resulting in, among other things, lower than
      expected revenues,



    - reduced or limited availability of qualified personnel and other
      information technology resources,



    - changes in interest and foreign currency exchange rates may adversely
      affect profit margins,



    - necessary technological changes, including changes to address "Year 2000"
      data systems issues, may be more difficult or expensive to make than
      anticipated, and "Year 2000" issues at other companies or governmental
      entities may adversely affect operations,



    - the effect of significant debt on Big Flower's financial and operating
      flexibility, and



    - other uncertainties that are difficult to predict or beyond Big Flower's
      control.



    Because forward looking statements are subject to risks and uncertainties,
actual results may differ materially from those expressed or implied by the
forward-looking statements. You are cautioned not to place undue reliance on the
statements, which speak only as of the date of this document or the date of any
document incorporated by reference.



    All subsequent written and oral forward-looking statements attributable to
Big Flower or any person acting on its behalf are expressly qualified in their
entirety by the cautionary statements contained or referred to in this section.
Big Flower does not undertake and specifically declines any obligation to
release publicly any revisions to the forward-looking statements to reflect
events or circumstances after the date of this document or to reflect the
occurrence of unanticipated events.


                                       22
<PAGE>
                             THE BIG FLOWER MEETING

GENERAL


    Big Flower is furnishing this document to its stockholders in connection
with the solicitation of proxies by the Big Flower board of directors for use at
the Big Flower annual meeting, to be held on   -  , 1999, at   -  a.m., New York
time, at   -  . Big Flower is also furnishing this document to its stockholders
as a prospectus in connection with the issuance by Big Flower of shares of PIK
preferred stock, including the debentures the PIK preferred stock is convertible
into, and warrants to purchase Big Flower common stock under the merger
agreement. The 1998 Annual Report to Stockholders, including audited financial
statements of Big Flower for the fiscal year ended December 31, 1998, was mailed
to stockholders on or about May 27, 1999.


    The purpose of the Big Flower meeting is to consider and vote upon:


    - the adoption of the merger agreement,



    - the election of two directors to the Big Flower board of directors,



    - ratification of the appointment of Deloitte & Touche LLP as Big Flower's
      independent certified public accountants, and



    - such other business related to these proposals as may properly come before
      the Big Flower meeting.



    THE BIG FLOWER BOARD OF DIRECTORS, WITH MESSRS. AMMON AND REILLY ABSTAINING,
HAS UNANIMOUSLY DECLARED ADVISABLE, AUTHORIZED AND APPROVED THE MERGER
AGREEMENT, THE MERGER AND OTHER TRANSACTIONS CONTEMPLATED IN THE MERGER
AGREEMENT, AND UNANIMOUSLY RECOMMENDS THAT THE BIG FLOWER STOCKHOLDERS VOTE
"FOR" THE ADOPTION OF THE MERGER AGREEMENT.



    THE BIG FLOWER BOARD OF DIRECTORS UNANIMOUSLY RECOMMENDS THAT THE BIG FLOWER
STOCKHOLDERS VOTE "FOR" THE ELECTION OF EACH OF THE TWO PERSONS NOMINATED TO THE
BIG FLOWER BOARD OF DIRECTORS AND "FOR" THE RATIFICATION OF THE APPOINTMENT OF
DELOITTE & TOUCHE LLP AS BIG FLOWER'S INDEPENDENT CERTIFIED PUBLIC ACCOUNTANTS.


VOTING

    RECORD DATE

    The Big Flower board of directors has fixed the close of business on   -  ,
1999, as the record date for the determination of the holders of Big Flower
common stock entitled to receive notice of and to vote at the Big Flower
meeting. You may vote at the Big Flower meeting only if you owned Big Flower
common stock at that time.

    As of the Big Flower record date, there were   -  shares of Big Flower
common stock issued and outstanding. Each share of Big Flower common stock
outstanding on the record date is entitled to one vote on each matter properly
submitted at the Big Flower meeting.

    VOTE REQUIRED

    The affirmative vote of the holders of a majority of the shares of Big
Flower common stock issued and outstanding on the record date is required for
adoption of the merger agreement. The affirmative vote of the holders of a
plurality of the shares of Big Flower common stock voting on the election of
directors, assuming at least a majority of the outstanding shares of Big Flower
common stock are present in person or represented by proxy at the Big Flower
meeting, is required to elect each of the two persons nominated for election to
the Big Flower board of directors. The affirmative vote of the holders of a
majority of the shares of Big Flower common stock voting on the ratification of
the appointment of Deloitte & Touche LLP as Big Flower's independent certified
public accountants,

                                       23
<PAGE>
assuming at least a majority of the outstanding shares of Big Flower common
stock are present in person or represented by proxy at the Big Flower meeting,
is required for ratification of the appointment of Deloitte & Touche LLP as Big
Flower's independent certified public accountants.


    Any failure to be present at the Big Flower meeting, in person or by proxy,
any abstention and any broker non-vote, as explained below, will have the same
effect as a vote against adoption of the merger agreement. With respect to the
election of the two persons nominated to the Big Flower board of directors, any
failure to be present at the Big Flower meeting, in person or by proxy, any
abstention and any broker non-vote will have the same effect as not voting in
the election of directors. With respect to the ratification of the appointment
of Deloitte & Touche LLP, any failure to be present at the Big Flower meeting,
in person or by proxy, any abstention and any broker non-vote will have the
effect of reducing the aggregate number of shares of Big Flower common stock
voting and, therefore, the number of shares of Big Flower common stock required
to ratify the appointment of Deloitte & Touche LLP. Under the rules of the NYSE,
brokers who hold shares in street name for customers will not have authority to
vote on the adoption of the merger agreement or the ratification of the
appointment of Deloitte & Touche LLP unless they receive specific instructions
from the beneficial owners of those shares. Shares that are not voted because
brokers did not receive any instructions are referred to as "broker non-votes."


    The presence, in person or represented by proxy, of a majority of the shares
of Big Flower common stock entitled to vote at the Big Flower meeting will
constitute a quorum for the transaction of business. Abstentions and broker
non-votes will be counted as present for purposes of determining a quorum.


    As of   -  , 1999, directors and executive officers of Big Flower and its
affiliates owned beneficially an aggregate of   -  shares of Big Flower common
stock, including shares which may be acquired within 60 days upon exercise of
stock options, or approximately   -  % of the shares of Big Flower common stock
outstanding on that date. The directors and executive officers of Big Flower
have indicated their intention to vote their shares of Big Flower common stock
in favor of adoption of the merger agreement, the election of each of the two
persons nominated to the Big Flower board of directors and the ratification of
the appointment of Deloitte & Touche LLP as Big Flower's independent certified
public accountants.


    As of   -  , 1999, the directors and executive officers of Big Flower owned
no shares of BFH Merger Corp. common stock.

PROXIES


    Each copy of this document mailed to Big Flower stockholders is accompanied
by a form of proxy for use at the Big Flower meeting. In addition, Big Flower
stockholders entitled to vote at the Big Flower meeting may submit their proxies
by telephone or through the Internet in accordance with the instructions set
forth on the accompanying proxy card. However, stockholders who hold their
shares through a broker, nominee, fiduciary or other custodian may not be able
to submit their proxies with voting instructions by telephone or through the
Internet. Big Flower stockholders should contact that person to determine
whether they may submit their proxies by telephone or through the Internet.
Shares of Big Flower common stock represented by a proxy properly submitted as
described below and received at or prior to the Big Flower meeting, unless
subsequently revoked, will be voted in accordance with the instructions on the
proxy.



    SUBMITTING PROXIES BY MAIL.  To submit a written proxy by mail, holders of
Big Flower common stock should complete, sign, date and mail the proxy card
provided with this document in accordance with the instructions set forth on
that card. If a proxy card is signed and returned without indicating any voting
instructions, shares of Big Flower common stock represented by the proxy will be
voted "FOR" the adoption of the merger agreement, "FOR" the election of each of
the two persons


                                       24
<PAGE>

nominated to the Big Flower board of directors and "FOR" the ratification of the
appointment of Deloitte & Touche LLP as Big Flower's independent certified
public accountants.


    SUBMITTING PROXIES BY TELEPHONE OR INTERNET.  Stockholders may submit
proxies with voting instructions by telephone by calling   -  , or through the
Internet at   -  . In each case, stockholders should follow the instructions
that are set forth on the reverse side of the accompanying proxy card. Each Big
Flower stockholder has been assigned a unique control number which has been
printed on each holder's proxy card. Stockholders who submit proxies by
telephone or through the Internet will be required to provide their assigned
control number before their proxy will be accepted. In addition to the
instructions that appear on the proxy card, step-by-step instructions will be
provided by recorded telephone message for those stockholders submitting proxies
by telephone, or at the designated website for those stockholders submitting
proxies through the Internet. Stockholders submitting their proxies with voting
instructions by telephone or through the Internet will receive confirmation on
the telephone or through the Internet, as applicable, that their proxies have
been successfully submitted.

    REVOCATION

    Any person who submits a proxy with voting instructions may revoke it at any
time before it is voted:


    - by giving written notice of revocation to Big Flower, addressed to: Irene
      B. Fisher, Associate General Counsel, Big Flower Holdings, Inc., 3 East
      54th Street, New York, New York 10022,



    - by submitting a later dated proxy with voting instructions by mail, by
      telephone or through the Internet, if the proxy is received by Big Flower
      prior to the Big Flower meeting, or


    - by VOTING in person at the Big Flower meeting, although a proxy is not
      revoked by simply ATTENDING the Big Flower meeting.

Big Flower stockholders who have instructed a broker to vote their shares must
follow directions received from their broker to change and revoke their proxy.

    OTHER MATTERS


    The Big Flower board of directors is not currently aware of any business to
be acted upon at the Big Flower meeting, other than as described above. If,
however, other matters related to the proposals are properly brought before the
Big Flower meeting, the persons appointed as proxies will have discretion to
vote or to act on these matters according to their best judgment, unless
otherwise indicated on any particular proxy. The persons appointed as proxies
will also have discretion to vote on adjournment of the Big Flower meeting. That
adjournment may be for the purpose of soliciting additional proxies. However, no
proxy that is voted against the adoption of the merger agreement, the election
of any director nominated to the Big Flower board of directors or the
ratification of the appointment of Deloitte & Touche LLP as Big Flower's
independent certified public accountants will be voted in favor of adjournment,
postponement, continuation or rescheduling of the annual meeting for the purpose
of allowing additional votes or proxies in favor of such proposal.


SOLICITATION OF PROXIES


    In addition to solicitation by mail, directors, officers and employees of
Big Flower, none of whom will be specifically compensated for those services,
but may be reimbursed for reasonable out-of-pocket expenses in connection with
those services, may solicit proxies from the Big Flower stockholders personally
or by telephone, facsimile or telegram or other forms of communication.
Brokerage houses, nominees, fiduciaries and other custodians will be requested
to forward soliciting materials to beneficial owners and will be reimbursed for
their reasonable expenses incurred in sending the materials to beneficial
owners.


                                       25
<PAGE>

    In addition, Big Flower has retained Georgeson & Company to assist in the
solicitation of proxies from its stockholders. The fees to be paid by Big Flower
to Georgeson & Company for those services will be equal to approximately $  -  ,
plus reasonable out-of-pocket costs and expenses. Big Flower will bear its own
expenses in connection with the solicitation of proxies for the Big Flower
meeting.



    BIG FLOWER STOCKHOLDERS SHOULD NOT SEND BIG FLOWER COMMON STOCK CERTIFICATES
WITH THEIR PROXY CARDS. IF THE MERGER IS COMPLETED, BIG FLOWER STOCKHOLDERS WILL
RECEIVE A TRANSMITTAL FORM WITH INSTRUCTIONS ON HOW TO EXCHANGE THEIR CURRENT
STOCK CERTIFICATES FOR THE $30.00 IN CASH, THE PIK PREFERRED STOCK AND THE
WARRANTS.


                                       26
<PAGE>
                                SPECIAL FACTORS


    THE DISCUSSION IN THIS DOCUMENT OF THE MERGER OF BIG FLOWER AND BFH MERGER
CORP. AND THE RELATED RECAPITALIZATION OF BIG FLOWER AND THE MATERIAL TERMS OF
THE MERGER AGREEMENT, DATED AS OF JUNE 29, 1999, AS AMENDED ON AUGUST 10, 1999
AND ON AUGUST 31, 1999, BETWEEN BIG FLOWER AND BFH MERGER CORP., DOES NOT
PURPORT TO BE COMPLETE AND IS SUBJECT TO, AND QUALIFIED IN ITS ENTIRETY BY
REFERENCE TO, THE MERGER AGREEMENT, WHICH IS INCORPORATED IN THIS DOCUMENT BY
REFERENCE. THE MATERIAL TERMS OF THE MERGER AGREEMENT ARE SUMMARIZED ELSEWHERE
IN THIS DOCUMENT. A COPY OF THE MERGER AGREEMENT IS ATTACHED AS APPENDIX A TO
THIS DOCUMENT.


GENERAL

    Big Flower is furnishing this document to Big Flower stockholders in
connection with the solicitation of proxies by the board of directors of Big
Flower for its use at the Big Flower meeting of stockholders, and at any
adjournments or postponements of the Big Flower meeting.


    At the Big Flower meeting, Big Flower stockholders will be asked to consider
and vote upon a proposal to adopt the merger agreement. Adoption of the merger
agreement will also constitute approval of the transactions contemplated by the
merger agreement, including, among others, the merger, the recapitalization of
Big Flower, and the amendment of the Big Flower restated certificate of
incorporation. If the merger is completed, the Big Flower amended and restated
bylaws will be amended as described below.



AMENDMENT OF BIG FLOWER RESTATED CERTIFICATE OF INCORPORATION AND AMENDED AND
RESTATED BYLAWS


    The merger agreement provides that at the completion of the merger, the Big
Flower restated certificate of incorporation and the Big Flower amended and
restated bylaws will be amended in connection with the merger to:


        (1) eliminate from the certificate of incorporation and bylaws the
    provisions providing for staggered three-year terms for directors and
    related matters,



        (2) eliminate from the certificate of incorporation the restriction that
    directors can only be removed for cause and only by the affirmative vote of
    the holders of at least 85% of the outstanding shares of Big Flower's common
    stock,



        (3) eliminate from the certificate of incorporation and the bylaws the
    requirement that stockholders can only make, adopt, alter, amend, change or
    repeal the bylaws of Big Flower upon the affirmative vote of the holders of
    at least 85% of the outstanding shares of Big Flower's common stock and, in
    its place, provide in the bylaws that stockholders may make, adopt, alter,
    amend, change or repeal bylaws of Big Flower by the affirmative vote of the
    holders of at least a majority of the outstanding shares of Big Flower's
    common stock,



        (4) eliminate from the certificate of incorporation the provision that
    provides that stockholders cannot act by written consent in lieu of an
    annual or special meeting of stockholders and, in its place, provide in the
    bylaws that stockholders may act by written consent in lieu of an annual or
    special meeting of stockholders and the procedures for acting by such
    written consent,



        (5) eliminate the restriction that any amendment to the rights
    agreement, dated as of November 28, 1995, between Big Flower and The Bank of
    New York, as rights agent, or decision to redeem or amend the rights issued
    pursuant to the rights agreement be approved by a majority of "continuing
    directors", as that term is defined in the certificate of incorporation,



        (6) eliminate from the certificate of incorporation the requirement that
    any alteration, amendment or repeal of the provisions of the certificate of
    incorporation referred to in clauses (1) through (5) above be approved by
    the holders of at least 85% of the outstanding shares of Big Flower's common
    stock or a majority of "continuing directors", as that term is defined in
    the certificate of incorporation,


                                       27
<PAGE>

        (7) eliminate the procedures for the nomination of persons to the board
    of directors, including the advance notice requirement for stockholder
    nominations of persons to the board of directors,



        (8) provide that directors will be elected annually at the annual
    meeting of stockholders, and


        (9) change the vote required for stockholders to fill vacancies on the
    board of directors from the affirmative vote of not less than 85% of the
    outstanding shares of Big Flower common stock to the affirmative vote of
    holders of a majority of the outstanding shares of Big Flower common stock.

BACKGROUND OF THE MERGER


    From time to time in recent years the board of directors and management of
Big Flower have considered transactions that could increase the value of the
common equity of Big Flower. These have included potential acquisitions of or
mergers with other companies, spin-offs of parts of Big Flower and the sale of
all or part of Big Flower. Ultimately, the board of directors determined that
these strategic alternatives were inferior to the merger for a variety of
reasons, including concerns related to future trading values, illiquidity and
taxes. In addition, the board of directors considered an initial public offering
of each of Big Flower's main operating units, along with an analysis of
combinations with other companies and the strategic rationale for each. The
board of directors did not believe that any of these alternatives was likely to
result in a stock price greater than the merger consideration in the foreseeable
future.



    Since 1994, Big Flower has made 28 acquisitions, primarily outside its
original Treasure Chest printing business. These acquisitions have added
significantly higher growth and higher margin businesses than the original
Treasure Chest printing business. Management of Big Flower believed that further
acquisitions both within and outside the traditional Treasure Chest business
were desirable. Increasingly, however, these acquisitions, especially in
businesses that involve higher technology or direct marketing, or both, could
not be effected on a basis that was non-dilutive to the reported earnings of Big
Flower because companies involved in those businesses tend to trade, if publicly
held, or are sold to third parties, if privately held, at higher multiples to
earnings than Big Flower. The Big Flower board believed that its earnings would
be diluted, even when the trading price of Big Flower shares was higher than its
average trading price range, if it consistently purchased companies with higher
trading multiples than its own because Big Flower would need to issue a greater
number of Big Flower shares, to pay for these companies because the Big Flower
stock traded at a lower multiple.



    In response to this determination that future acquisitions are likely to be
dilutive, and in an effort to create value for its stockholders, in 1998 and
early 1999 Big Flower began exploring various strategic alternatives, including
equity issuances, public offerings of the stock of each of its main operating
units, the mergers of each of its main operating units with other companies and
the spin-offs of one or more business units to Big Flower's stockholders. During
this time, the management of Big Flower met with a number of entities to
determine the best strategic alternatives to pursue, including Mr. Ammon's
initial meeting with Mr. Thomas H. Lee of Thomas H. Lee Company in October 1998.
At this meeting, Mr. Ammon gave Mr. Lee an overview of the business of Big
Flower. No further discussions ensued at that time. Subsequently, management of
Big Flower met with three financial sponsors, including representatives of
Thomas H. Lee Company, and explored with them on a preliminary basis various
strategic alternatives with respect to Big Flower. On March 17, 1999 Big Flower
formally retained Berenson Minella to assist Big Flower in exploring strategic
alternatives.



    On April 20, 1999, Big Flower publicly announced that its board of directors
had authorized management to explore Big Flower's strategic alternatives. In
addition to relying on Berenson Minella, which had been advising Big Flower
since early 1999, Big Flower retained Goldman Sachs as a financial advisor to
assist in the exploration of strategic alternatives. Big Flower retained Goldman
Sachs to act as its financial advisor based upon Goldman Sachs' qualifications,
experience and expertise, as well as its knowledge of Big Flower's business.


                                       28
<PAGE>

    Following the April 20 announcement, approximately ten parties contacted
both Big Flower and its financial advisors directly without solicitation. In
addition, Big Flower instructed its financial advisors to contact the likely
potential strategic and financial parties that might be interested in a
transaction involving Big Flower and who had either financial strength or access
to capital markets to complete such a transaction. The contacted parties were
chosen based upon publicly available information regarding their financial
resources, record for completing transactions and interest in Big Flower's lines
of business. In all, Big Flower's financial advisors had extensive conversations
with 13 potential strategic parties and 15 potential financial parties about
their possible interests in Big Flower. One strategic party and six financial
parties entered into confidentiality agreements and received non-public
information concerning the business of Big Flower and its subsidiaries designed
to permit those parties to determine what interests they might have in Big
Flower. Nine other parties requested a package of non-confidential public
information only and did not need to sign a confidentiality agreement.



    Three parties, Thomas H. Lee Company, Evercore Capital Partners and one
potential strategic party, performed more detailed due diligence during the
month of May and received detailed presentations from management of Big Flower
concerning its business. During the month of May, Berenson Minella held
telephonic conversations daily and, along with representatives of Big Flower's
senior management, met with those parties to discuss Big Flower and to determine
whether the parties could make a proposal that would be attractive to Big
Flower's stockholders. The nature of these discussions revolved around resolving
issues necessary to permit the parties to submit a proposal. The principal
topics of discussion included resolving outstanding due diligence questions and
requests for information, possible transaction structures, including the
involvement of management, the amount and form of consideration and financing
plans.



    At the conclusion of this process in mid-June, Thomas H. Lee Company
submitted a written proposal, and Evercore Capital Partners indicated an
interest in submitting a proposal, but only if Big Flower's senior management,
including Mr. Ammon, indicated a willingness to invest a significant portion of
their Big Flower equity interest in the merger transaction. At this time, the
potential strategic party indicated that it would not submit a proposal
involving the entire company, although it indicated that it might be interested
in some parts of the business of Big Flower. The potential strategic party
advised Big Flower that it was not interested in acquiring Treasure Chest, as it
did not fit within its business plan. Thereafter, there were no further
negotiations with the potential strategic party, although Goldman Sachs, on
behalf of Big Flower, sought to obtain a proposal from the strategic party. The
strategic party never indicated an amount it would pay for any or all of Big
Flower's subsidiaries. The other parties who had received information but did
not submit a proposal either gave no reason for their decision not to submit a
proposal or indicated any one or more of the following reasons: transaction
size, valuation and/or a lack of interest in one or more of Big Flower's
subsidiaries.



    Big Flower continued to consider its strategic alternatives, including the
possibility of a spin-off or a sale of less than the entire company. After
discussing these matters with its financial advisors and after taking into
account financial, tax and operational factors, the Big Flower board of
directors concluded that it would not be tax-efficient for Big Flower to sell
less than all of Big Flower and that a spin-off of parts of Big Flower would not
likely enhance stockholder value. The principal financial factors that the board
took into account included the expected sale proceeds and expected trading
values from these transaction(s). The principal tax factors that the board took
into account included the corporate tax implications to Big Flower from pursuing
these transaction(s). The principal operating factors that the board took into
account included the existing business and cross-selling relationships that
existed among Big Flower's subsidiaries.



    Big Flower also continued to evaluate a stand-alone strategy, focusing on
its historic stock price and business prospects and taking note of the fact that
the trading price of Big Flower common stock had risen approximately 30% in the
three weeks leading up to a March 22, 1999 report by a Credit Suisse First
Boston analyst. This report had focused on Big Flower's venture capital
investments in a variety of Internet-related companies, estimating the then
current value of these investments to be


                                       29
<PAGE>

approximately $4.50 per share before taxes and other expenses. In the six months
prior to that report, the trading price of Big Flower common stock had ranged
between $15.375 and $28.438. On March 22, the Credit Suisse First Boston initial
report was released and the trading price of Big Flower common stock closed at
$30.13, an increase from the $27 trading price on March 19, the preceding
trading day. The Credit Suisse First Boston report was published in its entirety
on March 24, on which day the trading price of Big Flower common stock closed at
$29.50. On March 25, the trading price of Big Flower common stock closed at
$32.38. In evaluating the effect on Big Flower and its stockholders of
continuing as a stand-alone company, Big Flower also considered, as reported in
its public filings and stated to financial analysts, that it would likely pursue
acquisitions in businesses involving higher technology or direct marketing, or
both, which acquisitions could be significantly dilutive to Big Flower's
reported earnings.



    On June 8, 1999, the Big Flower board of directors met to review the status
of discussions with third parties and the indications of interest received. At
the outset of the meeting Mr. Ammon, chairman of the board of Big Flower,
advised the board that because the possibility existed that he would, under some
circumstances, consider retaining a significant interest in Big Flower in
connection with a proposal from a financial sponsor, he would recuse himself
from board deliberations on the proposals. Mr. Ammon left the meeting and did
not return. Following Mr. Ammon's departure, Peter G. Diamandis, Newton N.
Minow, Robert M. Kimmitt and Joan D. Manley discussed the potential conflicts of
interest involved in the fact that certain members of the management, including
Mr. Ammon, might be treated differently than other Big Flower stockholders in a
proposed transaction because they might continue to retain their ownership in
Big Flower. The board of directors concluded that the independent directors,
constituting a majority of the board of directors, were in a position to fairly
represent the interest of Big Flower's stockholders. Messrs. Minow and Kimmitt
and Ms. Manley selected Mr. Diamandis as the lead independent director to
control the work of Big Flower's outside financial and legal advisors. Mr.
Reilly did not participate in these deliberations.



    During the June 8 meeting of Big Flower's board of directors, Berenson
Minella reported that Thomas H. Lee Company had submitted a proposal for a
recapitalization of Big Flower under which public holders of Big Flower common
stock would receive a per share consideration of $27.00 in cash and $7.00 in
liquidation preference of PIK preferred stock with a warrant to purchase a
fraction of a share of Big Flower common stock representing in the aggregate
approximately five percent of the Big Flower common stock after the
recapitalization. It was also reported that Evercore Capital Partners had
indicated an interest in submitting a proposal for a recapitalization of Big
Flower at a per share price of $35.00 in cash plus a contingent value right that
would offer holders a to be agreed-upon percentage of after-tax proceeds of Big
Flower's publicly traded venture capital investments in 24/7 Media, Inc.,
About.com, Inc. (formerly known as Miningco.com) and WorldGate Communications,
Inc. Both the Thomas H. Lee Company proposal and Evercore Capital Partners'
indication of interest were subject to financing contingencies. In addition, the
Evercore Capital Partners indication of interest was conditioned on Mr. Ammon's
retaining a substantial portion of his equity in Big Flower. The Thomas H. Lee
Company proposal was made with the expectation that Mr. Ammon would retain a
substantial portion of his equity in Big Flower, but was not expressly
conditioned on his doing so.



    During the ensuing discussion, the Big Flower board of directors discussed
the financial terms and certainty of the Thomas H. Lee Company proposal and
Evercore Capital Partners' indication of interest in making a proposal under
certain circumstances. The board also discussed whether an appropriate number of
potential bidders had been contacted to obtain the best available offer in the
marketplace. After a discussion with its financial advisors, the board of
directors determined that in light of Big Flower's public announcement of its
interest in pursuing its strategic alternatives, the extensive amount of time
which had passed since such announcement was made and the fact that 28 parties
had contacted, or been contacted by, Big Flower, Berenson Minella or Goldman
Sachs, an appropriate number of potential bidders had been contacted to ensure
that the financially responsible parties likely to be interested in Big Flower
had been contacted or put on notice. The Big Flower


                                       30
<PAGE>
board of directors also agreed that determining to pursue none of the available
transactions was an alternative to be considered by the board of directors. Mr.
Diamandis requested that the board of directors take some additional time to
consider the proposals but that in the meantime, Goldman Sachs and Berenson
Minella should continue discussions with both Thomas H. Lee Company and Evercore
Capital Partners with a view to improving the Thomas H. Lee Company proposal, to
attempt to transform Evercore Capital Partners' indication of interest into a
proposal and to report further at a meeting of the board of directors scheduled
for June 14.


    After the June 8 board of directors meeting, Berenson Minella and
representatives of Thomas H. Lee Company continued discussions on improving the
Thomas H. Lee Company proposal. During these discussions, Berenson Minella
sought to increase the cash component and the total consideration offered by
Thomas H. Lee Company. Berenson Minella also discussed with Evercore Capital
Partners whether it could be in a position to make a firm proposal to Big
Flower. After the June 8 board of directors meeting, Mr. Ammon had discussions
with Thomas H. Lee Company and, to a lesser extent, Evercore Capital Partners,
regarding the terms of their bids and management's on-going equity interests.
Mr. Reilly did not participate in these discussions.



    The Big Flower board of directors, other than Messrs. Ammon and Reilly, who
recused themselves, met again on June 14, 1999 and received a report from its
financial advisors on the status of negotiations with Thomas H. Lee Company and
Evercore Capital Partners. The Evercore Capital Partners indication of interest
to make a proposal was unchanged at a per share consideration of $35.00 in cash
plus a contingent value right, and it remained contingent on Mr. Ammon's
retention of a significant interest in Big Flower. Berenson Minella
representatives indicated that the Evercore Capital Partners' indication of
interest would result in a substantial increase in the leverage of Big Flower,
such that Big Flower's ratio of total debt at the time of the merger to Big
Flower's projected EBITDA for the last twelve months ending at the time of the
merger would be 6.2 to 1. Berenson Minella representatives reported that they
had been advised by Mr. Ammon that he had concerns regarding such a high degree
of leverage, and would not be willing to retain a significant interest in Big
Flower in connection with any Evercore Capital Partners proposal that might be
made on that basis. The Thomas H. Lee proposal, on the other hand, involved a
ratio of total debt at the time of the merger to Big Flower's last twelve
months' EBITDA projected as of the time of the merger of 5.5 to 1. In addition,
the Thomas H. Lee Company proposal offered greater promise of making available
to Big Flower additional capital to grow Big Flower's business on a
going-forward basis. The board of directors directed Berenson Minella to
determine whether Evercore Capital Partners would be willing to proceed with
equity from non-management stockholders rather than Mr. Ammon.



    During the June 14, 1999 meeting, the board of directors, other than Mr.
Ammon and Mr. Reilly, who recused themselves, heard from outside counsel
regarding their fiduciary duties and from outside financial advisors concerning
the status of discussions with Thomas H. Lee Company. The board of directors
determined to retain additional counsel to act for the independent directors and
thereafter retained the firm of Dewey Ballantine LLP. The financial advisors
reported that Thomas H. Lee Company had agreed to improve its proposal and was
now prepared to offer a per share price of $29.00 in cash plus $6.00 in
liquidation preference of PIK preferred stock with warrants attached.
Representatives of Berenson Minella expressed their opinion that Thomas H. Lee
Company was sensitive to increasing the cash portion of the proposed
consideration, but advised that Big Flower should nonetheless try to improve
both the cash and the PIK preferred stock portions. In light of this, the board
of directors determined to request that management of Big Flower make a
presentation to the Big Flower board of directors concerning Big Flower's
business prospects and strategic plans. The board of directors directed the Big
Flower financial advisors to continue to seek to improve the Thomas H. Lee
Company proposal and to determine whether an Evercore Capital Partners proposal
capable of completion could be developed and scheduled a meeting for June 17 to
receive a further update from its advisors.


                                       31
<PAGE>

    On June 14, 1999 Berenson Minella spoke with representatives of Thomas H.
Lee Company and explained that the Big Flower board of directors was seeking a
higher value level for its stockholders than offered by the current Thomas H.
Lee Company proposal. Berenson Minella continued discussions with
representatives of Thomas H. Lee Company during June 15 and June 16 in an
attempt to improve the Thomas H. Lee Company proposal. Discussions between them
continued to focus on increasing the cash component and the total consideration.



    On June 16, 1999, Thomas H. Lee Company submitted its first written proposal
to Big Flower. The proposal was for a recapitalization of Big Flower, whereby
public shareholders of Big Flower would receive $30.00 per share in cash plus
$5.00 in liquidation preference of PIK preferred stock with warrants attached.



    On June 17, 1999, the Big Flower board of directors, other than Messrs.
Ammon and Reilly, who recused themselves, met to review the status of
discussions with Thomas H. Lee Company and Evercore Capital Partners.
Representatives of Berenson Minella reported that Evercore Capital Partners had
improved its financing somewhat, but that its indication of interest was still
conditioned upon Mr. Ammon's retention of a significant interest in Big Flower.
A representative from Berenson Minella reported that he had been advised by Mr.
Ammon that Mr. Ammon was still unsatisfied with the amount of leverage included
in the capital structure in the Evercore Capital Partners' indication of
interest as well as the prospects for additional capital that Evercore Capital
Partners could offer on a going-forward basis and had stated that he would not
be willing to retain a significant interest in Big Flower in connection with
such a transaction. The Goldman Sachs and Berenson Minella representatives then
summarized the current proposal from Thomas H. Lee Company, including the terms
of the PIK preferred stock and warrants being offered by Thomas H. Lee Company.
Thomas H. Lee Company had increased the cash portion of its proposal to $30.00
and reduced the PIK preferred stock portion of the purchase price to a $5.00
liquidation preference PIK preferred stock, but representatives of Goldman Sachs
and Berenson Minella indicated that the proposed PIK preferred stock/warrant
package contained terms that they believed to be unfavorable compared to market
practice and that those terms could be enhanced. These unfavorable terms
included a high warrant exercise price, extensive restrictions on the ability to
exercise the warrants, and the ability of Big Flower to redeem the PIK preferred
stock in a relatively short time frame, each of which the financial advisors
advised was contrary to prevailing market practice, and a low level of PIK
preferred stock offered in exchange for Big Flower common stock. After
discussion with its financial advisors, the board of directors instructed its
financial advisors to attempt to improve the terms of the PIK preferred stock
and warrants in the following ways:



    - lowering the exercise price on the warrants to a nominal amount,



    - eliminating or reducing restrictions on when the warrants could be
      exercised,



    - protecting against Big Flower's ability to redeem the PIK preferred stock
      in a relatively short time frame, and


    - increasing the amount of the PIK preferred stock being offered per share
      of Big Flower common stock.


    The directors wished to reach a prompt determination as to the best proposal
available from Thomas H. Lee Company and directed representatives of Goldman
Sachs and Berenson Minella to contact Thomas H. Lee Company and seek to improve
the amount and terms of the PIK preferred stock/warrant package. The financial
advisors left the meeting to have discussions with Thomas H. Lee Company. At
this time, Messrs. Ammon and Reilly joined the meeting, along with Mr. Ritchie,
solely to give a presentation to the board of directors concerning the current
financial and operating status and business plans and prospects of Big Flower.
After the management presentation, Messrs. Ammon, Reilly and Ritchie left the
meeting and the representatives of Goldman Sachs and Berenson Minella rejoined
the meeting and advised the directors that the only change Thomas H. Lee Company
was willing to make was to reduce the exercise price of the warrant from $35.00
per share to a nominal


                                       32
<PAGE>

amount. Because this was the sole improvement offered to the terms of the PIK
preferred stock and the warrants, the Big Flower board of directors unanimously
decided to reject the proposal from the Thomas H. Lee Company and to adjourn the
meeting.



    After the June 17 board of directors meeting, representatives of Big
Flower's financial advisors and of Thomas H. Lee Company continued to discuss
ways to improve the Thomas H. Lee Company proposal. Thomas H. Lee Company agreed
to increase, from $5.00 to $5.25, the liquidation value of the PIK preferred
stock offered per share of Big Flower common stock and to make a number of
changes to the terms of the PIK preferred stock and warrants that the financial
advisors believed would improve the value of the security.



    The Big Flower board of directors, other than Messrs. Ammon and Reilly, who
recused themselves, convened again on June 18, 1999 to receive an update on the
status of negotiations with Thomas H. Lee Company. Berenson Minella and Goldman
Sachs reported on the improvements in the Thomas H. Lee Company proposal,
including an increase in the PIK preferred stock liquidation value per share
from $5.00 to $5.25, protection against Big Flower's unrestricted ability to
redeem the PIK preferred stock within the first five years, a lowered exercise
price of the attached warrants to a nominal amount, an increase in the number of
events that would permit a holder to exercise the warrants, and a longer term
for exercising the warrants. With the advice of Goldman Sachs, the board of
directors discussed the market practice with respect to making a market in
securities such as the PIK preferred stock and concluded that market practice
was such that there could be no guarantees that any investment bank would
actively make a market in the PIK preferred stock or warrants, although in
conversations with Big Flower and its financial advisors, the financial
institutions providing financing for the merger and related recapitalization
indicated their intent to make a market in such securities in accordance with
customary market practice, which does not provide an assurance of a continuous
bid. The board of directors discussed the advisability of proceeding with a
transaction on the basis of the Thomas H. Lee Company proposal as compared to
continuing with Big Flower's current business plan. At this time, the board of
directors considered the advice of its financial advisors that the then current
trading price of Big Flower's stock, $34.25 on June 18, 1999, reflected an
expectation of a transaction that was created with the April 20, 1999
announcement that Big Flower was studying its strategic alternatives. The board
of directors also discussed the fact that the consideration offered by Thomas H.
Lee Company was near the all-time trading high of Big Flower common stock and
that if no transaction were consummated, the trading range of Big Flower common
stock likely would fall to a level below its recent trading price. The board of
directors also considered the dilutive effect on Big Flower's reported earnings
of potential acquisitions if Big Flower continued its current business plan.
After discussion on all of these factors, including the improvements on Thomas
H. Lee Company's proposal outlined above, the board of directors authorized Big
Flower's legal and financial advisors to commence detailed negotiations of the
terms of a possible transaction. The board of directors was unanimous in the
view that a merger agreement should contain terms and conditions that would
permit Big Flower to negotiate and enter into an agreement with another party in
the event of a proposal from that party which was superior to the Thomas H. Lee
Company proposal. This was communicated to Thomas H. Lee Company. After Big
Flower communicated to Thomas H. Lee Company that its board of directors had
determined to pursue Thomas H. Lee Company's proposed transaction with Big
Flower, Thomas H. Lee Company contacted Evercore Capital Partners, at the
suggestion of Mr. Ammon, to offer Evercore Capital Partners an interest in the
proposed transaction. Once this offer was made, Evercore Capital Partners agreed
to participate with Thomas H. Lee Company in its proposed acquisition of Big
Flower. During this time, Big Flower's financial advisors and representatives of
Thomas H. Lee Company continued detailed discussions concerning the terms of the
PIK preferred stock and warrants.


                                       33
<PAGE>
    A draft merger agreement was delivered to representatives of Big Flower on
June 19. Respective counsel for Big Flower and Thomas H. Lee Company discussed
issues arising out of the draft on June 20 and daily thereafter until the
agreement was finalized. The contract negotiations focused primarily on the
following issues:


    - the circumstances in which Big Flower could provide information to and
      negotiate with third parties,



    - whether Big Flower would be permitted to terminate the merger agreement to
      accept a superior proposal from a third party,



    - the circumstances under which the Thomas H. Lee Company acquisition entity
      would be permitted not to close the merger,



    - the scope of the representations and warranties of Big Flower and the
      Thomas H. Lee Company entity,



    - the circumstances in which the Thomas H. Lee Company entity would be
      entitled to reimbursement of expenses and the cap on such reimbursement,
      and



    - the date when the parties could terminate the merger agreement if no
      merger has occurred prior to such date.



    During the course of these negotiations, Thomas H. Lee Company advised Big
Flower that Evercore Capital Partners would participate with the Thomas H. Lee
Company entity in the recapitalization transaction. The inclusion, however, of
Evercore Capital Partners did not affect the structure or terms of the Thomas H.
Lee Company proposal, and therefore did not affect Big Flower's analysis of the
proposal. Big Flower's financial advisors continued to have daily discussions
with Thomas H. Lee Company regarding the financial terms of the merger,
including the terms of the PIK preferred stock and attached warrants and the
financing commitments with respect to the proposal. These discussions included
whether the warrants would be exercisable for 5% of the equity before or after
giving effect to the exercise of the warrants and Big Flower's efforts to reduce
the number of financing contingencies in the financing commitment with respect
to the proposal.



    The Big Flower board of directors, other than Messrs. Ammon and Reilly, who
recused themselves, met on June 24 at which time it received an update on the
status of negotiations. Big Flower's legal advisors summarized the following key
terms of the merger agreement:



    - scope of the representations and warranties of Big Flower and BFH Merger
      Corp.,



    - the ability of Big Flower to enter into transactions with other parties,
      including transactions for the sale of 15% or more of Big Flower's assets
      or securities or a merger with a party other than BFH Merger Corp.,



    - conditions to consummation of the transaction with BFH Merger Corp.,



    - the ability of Big Flower or BFH Merger Corp. to terminate the agreement,
      including the ability of either of them to terminate the agreement if the
      merger is not completed by the later of October 31, 1999 and the date
      determined by adding to October 31, 1999 the number of days after
      September 1, 1999 that this proxy statement is mailed to Big Flower
      stockholders, but in no event later than December 31, 1999, and



    - fees and expenses payable by Big Flower to BFH Merger Corp. upon
      termination of the agreement in some circumstances.


    Representatives of Goldman Sachs and Berenson Minella also described in
detail the board presentation materials prepared by them and distributed to the
board prior to the meeting, focusing on the financial terms of the Thomas H. Lee
Company proposal, including the PIK preferred stock and

                                       34
<PAGE>

warrant, and Big Flower's alternative as a stand-alone entity. Following their
presentation, Berenson Minella and Goldman Sachs informed the board of directors
that their respective firms were prepared to deliver oral opinions, which were
subsequently confirmed on June 29 in writing, to the effect that, assuming the
negotiation and execution of a definitive merger agreement, that the merger
consideration to be received by stockholders, other than the members of
management retaining shares of Big Flower common stock in the merger, as to whom
they did not deliver an opinion, was fair to those stockholders from a financial
point of view.



    After the June 24 board of directors meeting, Big Flower's legal advisors
continued to negotiate the merger agreement with counsel to Thomas H. Lee
Company. At the same time, Big Flower's financial advisors continued discussions
with Thomas H. Lee Company regarding the financial terms of the merger,
including discussions to clarify the terms of the PIK preferred stock and
attached warrants, and the terms of the financing commitments with respect to
the proposed merger.



    The Big Flower board of directors, other than Messrs. Ammon and Reilly, who
recused themselves, met on June 27 at which time it received an update on the
status of negotiations. Big Flower's legal advisors reported that most of the
issues had been resolved, but that there were still some issues with respect to
closing conditions, conditions under which expenses would be payable and a small
number of relatively minor issues. The board of directors directed its legal
advisors to continue negotiations with Thomas H. Lee Company.



    The Big Flower board of directors, other than Messrs. Ammon and Reilly, who
recused themselves, met on June 29 at which time it unanimously approved the
merger agreement and the transactions contemplated in the merger agreement. On
June 29, 1999 the merger agreement was signed and publicly announced.


BIG FLOWER'S REASONS FOR THE MERGER; RECOMMENDATION OF THE BIG FLOWER BOARD OF
DIRECTORS


    In reaching its decision to declare advisable and fair to unaffiliated
stockholders and approve the merger agreement and the transactions contemplated
by the merger agreement and to recommend that Big Flower stockholders vote 'FOR'
the adoption of the merger agreement, the Big Flower board of directors, with
Messrs. Ammon and Reilly abstaining, considered a number of favorable and
unfavorable characteristics associated with the merger. In reaching its
decision, the Big Flower board of directors considered the following potentially
positive factors:



    - AMOUNT OF CONSIDERATION. The Big Flower board of directors considered the
      $30.00 in cash and $5.25 in liquidation preference of PIK preferred stock
      with attached warrants as giving stockholders an opportunity to sell at a
      price that represented a significant premium to $27.88, the trading price
      of Big Flower common stock on April 19, 1999, the day immediately prior to
      the announcement of Big Flower's intention to study its strategic
      alternatives, and to the average trading price of Big Flower common stock
      over the prior several months. The Big Flower board of directors
      considered the advice of its financial advisors that the current trading
      price of Big Flower common stock reflected an expectation of a transaction
      that was created with the April 20, 1999 announcement that Big Flower was
      studying its strategic alternatives. The board of directors also
      considered that the consideration offered was near the all-time trading
      high of Big Flower common stock and that if no transaction was
      consummated, the trading range of Big Flower common stock likely would
      fall to a level below its then current trading price range.


    - EXTENSIVE SEARCH FOR POTENTIAL BUYER. The board of directors also
      considered the fact that in light of the public announcement of Big
      Flower's exploration of its strategic alternatives, Big Flower and its
      financial advisors had contacted or were contacted by 13 potential
      strategic parties and 15 financial parties and that no strategic parties
      or other financial parties had submitted a proposal for a purchase of Big
      Flower. In light of the extensive market search performed by Big Flower
      and its financial advisors, the board of directors concluded that the
      Thomas H. Lee

                                       35
<PAGE>
      Company proposal represented the best price available for Big Flower
      stockholders at the present time.


    - RISKS OF REMAINING INDEPENDENT AND OTHER ALTERNATIVES. The Big Flower
      board of directors recognized that Big Flower's remaining independent
      could, based upon management projections of future performance and
      customary trading multiples, result in higher future trading prices of the
      Big Flower common stock, but concluded that the risks of not fully meeting
      business plans or of adverse changes in stock market valuations outweighed
      the potential benefits of remaining independent. In reaching this
      conclusion, the directors considered the challenges inherent in continuing
      to manage the existing business and in making acquisitions that could
      transform Big Flower into a higher value-added service provider, which
      acquisitions Big Flower has reported in its public filings and in
      analysts' reports, could be significantly dilutive to Big Flower's
      reported earnings. The board of directors also considered the volatility
      in Big Flower's stock price resulting from its investments in Internet
      companies. The board of directors also considered Mr. Ammon's advice to
      the board of directors in the spring of 1999 that, under some
      circumstances and as permitted under his employment agreement, he planned
      to expand his business and other professional interests beyond those of
      Big Flower and that accordingly he would have less day-to-day involvement
      with Big Flower and the board's belief that they would not be able to
      persuade Mr. Ammon not to reduce his involvement with Big Flower. The
      board of directors also concluded that the alternative of selling less
      than all of Big Flower had adverse tax implications for Big Flower
      stockholders and that a spin-off of parts of Big Flower's business would
      not enhance stockholder value. The board made this conclusion after
      considering financial factors such as expected sale proceeds and trading
      values, operating factors such as the existing business and cross-selling
      relationships existing among Big Flower's subsidiaries, and tax factors
      such as the corporate tax implications from such transaction(s).


    - MERGER AGREEMENT TERMS. The Big Flower board of directors considered as
      favorable the terms of the merger agreement that permit the board of
      directors to provide confidential information to and negotiate with a
      third party that makes an unsolicited proposal and to terminate the merger
      agreement in order to accept a superior proposal if necessary to comply
      with its fiduciary duties to stockholders.

    - OPINIONS OF FINANCIAL ADVISORS. The Big Flower board of directors
      considered the detailed financial and comparative analyses and
      presentations of Goldman Sachs and Berenson Minella, its financial
      advisors, with respect to the merger and the consideration offered to
      stockholders, and considered as favorable the opinions of Goldman Sachs
      and Berenson Minella to the effect that the merger consideration was fair,
      from a financial point of view, to stockholders of Big Flower common
      stock, other than members of management who were retaining shares of Big
      Flower common stock in the merger, as to whom they did not offer an
      opinion.


    - LIKELIHOOD OF COMPLETING THE MERGER. The Big Flower board of directors
      recognized that a leveraged recapitalization transaction with any
      financial sponsor involves risks that the transaction would not be
      completed, and that the time and effort of Big Flower's management and
      directors would be diverted with no result, due to difficulties in
      financial markets and the fact that even firm financing commitments from
      financial institutions include provisions that excuse performance if there
      are events that could have a material adverse effect on Big Flower or on
      the credit markets. The Big Flower board of directors believed, however,
      that despite imperfect contractual commitments, Thomas H. Lee Company has
      a strong reputation for completing transactions and that it is an
      extremely reliable financial party.


                                       36
<PAGE>
    The Big Flower board of directors weighed these positive factors against the
following adverse considerations:


    - TERMINATION FEES AND EXPENSES. The Big Flower board of directors
      considered as a negative the obligation to pay a fee of an aggregate of up
      to $30 million, or $0.91 per basic share of Big Flower common stock for
      the six months ended June 30, 1999, to Thomas H. Lee Company and Evercore
      Capital Partners if the merger were terminated under certain
      circumstances, which includes payments of up to $10 million of
      out-of-pocket fees and expenses if the merger is terminated for any reason
      other than a material breach by BFH Merger Corp. of its obligations under
      the merger agreement. Although these obligations are customary for
      transactions of this nature, the size of the fee in this transaction was
      lower than market standard in transactions of a similar size. These
      payments may discourage others from proposing an alternative transaction
      that may be more advantageous to Big Flower stockholders or may reduce the
      amount a third party would be willing to pay in an acquisition of Big
      Flower.



    - TRADING OF THE PIK PREFERRED STOCK AND WARRANT. The board of directors,
      recognizing that predicting future prices of the PIK preferred stock and
      warrants was not possible, asked its financial advisors to estimate the
      potential theoretical value of the PIK preferred stock and warrants using
      traditional measures of financial analysis. The financial advisors advised
      the board of directors that, in some cases, the implied theoretical value
      of the PIK preferred stock and warrants was in the range of $2.50 to $6.72
      per share of Big Flower common stock, on a present value basis, using an
      appropriate range of discount rates. The Big Flower board of directors
      considered the advice of its financial advisors that the value of the PIK
      preferred stock is not certain. After the presentations of its financial
      advisors, the board of directors determined that the PIK preferred stock
      and warrants to be issued in the merger may appeal to a limited universe
      of potential buyers and that the initial imbalance between supply and
      demand may cause the PIK preferred stock to trade below its stated
      liquidation preference for some time after the merger. The Big Flower
      board of directors also considered that market practice was such that
      there could be no guarantees that any investment banking firm would
      actively make a market in the PIK preferred stock or warrants, although in
      conversations with Big Flower and its financial advisors, the financial
      institutions providing financing for the merger and related
      recapitalization indicated their intent to make a market in the securities
      in accordance with customary market practice, which does not provide an
      assurance of a continuous bid.



    - RISK OF MERGER NOT CLOSING. The Big Flower board of directors considered
      as a negative the fact that pursuing the merger was likely to
      significantly distract management of Big Flower and that if the merger
      were to fail to close for any reason the business might not be as far
      advanced as it would have been had the merger not been pursued, although
      the board of directors believed management intended to continue to
      vigorously pursue acquisition opportunities and seek from BFH Merger Corp.
      any necessary waivers under the merger agreement to pursue opportunities
      of this kind.



    The discussion above of the information and factors that were given weight
by the Big Flower board of directors is not exhaustive, but includes all of the
material factors considered by the Big Flower board of directors. The Big Flower
board of directors did not assign specific weights to the foregoing factors and
individual directors may have given different weights to different factors. The
Big Flower board of directors, with management directors abstaining, unanimously
declared advisable, authorized and approved the merger agreement and the
transactions contemplated by the merger agreement.


    THE BIG FLOWER BOARD OF DIRECTORS, WITH MANAGEMENT DIRECTORS ABSTAINING,
UNANIMOUSLY RECOMMENDS THAT BIG FLOWER STOCKHOLDERS VOTE "FOR" THE ADOPTION OF
THE MERGER AGREEMENT.

                                       37
<PAGE>
OPINIONS OF BIG FLOWER'S FINANCIAL ADVISORS

    GOLDMAN, SACHS & CO.


    On June 24, 1999, Goldman Sachs informed the Big Flower board of directors
that Goldman Sachs was prepared to deliver an oral opinion with respect to the
fairness from a financial point of view of the merger consideration to be
received by the holders of Big Flower common stock, other than the members of
management retaining shares of Big Flower common stock in the merger, assuming
the negotiation and execution of a definitive merger agreement. On June 29,
1999, Goldman Sachs delivered a written opinion to the board of directors that
as of that date, the merger consideration to be received by the holders of Big
Flower common stock, other than the members of management retaining shares of
Big Flower common stock in the merger, as to whom Goldman Sachs did not deliver
an opinion, was fair from a financial point of view.


    THE FULL TEXT OF THE GOLDMAN SACHS OPINION IS CONTAINED IN APPENDIX B. THE
GOLDMAN SACHS OPINION WAS PROVIDED FOR THE INFORMATION AND ASSISTANCE OF THE BIG
FLOWER BOARD OF DIRECTORS IN CONNECTION WITH ITS CONSIDERATION OF THE MERGER. IT
IS NOT A RECOMMENDATION TO ANY HOLDER OF BIG FLOWER COMMON STOCK AS TO HOW ANY
STOCKHOLDER SHOULD VOTE AT THE BIG FLOWER MEETING. THE SUMMARY OF THE GOLDMAN
SACHS OPINION BELOW IS QUALIFIED BY ITS FULL TEXT. BIG FLOWER STOCKHOLDERS
SHOULD READ THE GOLDMAN SACHS OPINION IN ITS ENTIRETY.

    In connection with its opinion, Goldman Sachs reviewed:


    - the merger agreement,



    - Annual Reports to stockholders and Annual Reports on Form 10-K of Big
      Flower for the four years ended December 31, 1998,



    - a number of interim reports to stockholders and Quarterly Reports on Form
      10-Q of Big Flower,



    - a number of other communications from Big Flower to its stockholders, and


    - a number of internal financial analyses and forecasts for Big Flower
      prepared by its management.

    Goldman Sachs also held discussions with members of the senior management of
Big Flower regarding Big Flower's past and current business operations,
financial condition and future prospects. In addition, Goldman Sachs held
discussions with senior management of Thomas H. Lee Company regarding Big
Flower's future prospects. Goldman Sachs also reviewed the reported price and
trading activity for Big Flower common stock and compared some financial and
stock market information with similar information for several other companies
with publicly traded securities. In addition, Goldman Sachs reviewed the
financial terms of other recent business combinations in the commercial printing
industry specifically and in other industries generally. Goldman Sachs also
performed other studies and analyses which it considered appropriate.

    Goldman Sachs assumed the accuracy and completeness of all of the financial
and other information reviewed by it for purposes of rendering its opinion.
Goldman Sachs did not make an independent evaluation or appraisal of the assets
and liabilities of Big Flower or any of its subsidiaries. No evaluation or
appraisal of the assets and liabilities of Big Flower was furnished to Goldman
Sachs. Goldman Sachs provided its opinion for the information and assistance of
the Big Flower board of directors in connection with its consideration of the
merger. The Goldman Sachs opinion is not a recommendation as to how any holder
of common stock of Big Flower should vote. Goldman Sachs did not express any
opinion as to the price at which the PIK preferred stock or the warrants may
trade if and when they are issued or whether any market would develop for the
PIK preferred stock or the warrants.

                                       38
<PAGE>
    The following is a summary of the material financial analyses used by
Goldman Sachs in connection with its presentation to the Big Flower board of
directors on June 24, 1999. At that time, the terms of the PIK preferred stock
and the warrants had not been finalized and were still being negotiated. Some of
the summaries of the financial analyses include information presented in tabular
format. The tables must be read together with the text accompanying each
summary.


    Goldman Sachs was not asked, and did not undertake, to value separately the
PIK preferred stock and the warrants apart from the overall merger
consideration. As part of its analysis, however, Goldman Sachs calculated a
range of implied theoretical values for the PIK preferred stock and the warrants
to be received in exchange for one share of Big Flower common stock. In
performing its analysis, Goldman Sachs used Big Flower management's projections
for 2004 EBITDA, 2004 year-end net debt and total shares of Big Flower common
stock outstanding. Goldman Sachs calculated the projected future value, as of
December 31, 2004, for the PIK preferred and the warrants per share of Big
Flower stock using EBITDA multiples ranging from 5.0x to 8.0x and then
discounted the implied future values using discount rates ranging from 14.0% to
22.0%, resulting in a range of implied present values for the PIK preferred
stock and the warrants per share of Big Flower stock of $3.79 to $6.72.


    SELECTED COMPANIES ANALYSIS.  Goldman Sachs reviewed and compared financial
information relating to Big Flower to corresponding financial information,
ratios and public market multiples for the following publicly traded companies:

<TABLE>
<CAPTION>
SPECIALTY AND COMMERCIAL PRINTERS          DIRECT MARKETING SERVICES               DIGITAL MEDIA SERVICES
- ------------------------------------  ------------------------------------  ------------------------------------
<S>                                   <C>                                   <C>
Banta Corp.                           Acxiom Corporation                    Applied Graphics Technologies
R.R. Donnelly & Sons Company          ADVO, Inc.                            CSG Systems International, Inc.
Consolidated Graphics, Inc.           Catalina Marketing Corporation        Schawk, Inc.
Quebecor Printing Inc.                Harte-Hanks, Inc.
World Color Press, Inc.               Snyder Communications, Inc. Valassis
                                      Communications, Inc.
</TABLE>


Goldman Sachs chose these companies because they were publicly traded companies
that for purposes of the analysis Goldman Sachs considered reasonably similar to
Big Flower in each of Big Flower's business lines. Goldman Sachs calculated and
compared various financial multiples and ratios in order to indicate how various
valuation multiples and financial ratios for Big Flower compare on a relative
basis to those of the selected public companies which Goldman Sachs considered
comparable to Big Flower. The multiples for Big Flower were calculated using a
stock price of $33.63, the closing stock price on June 21, 1999, and a stock
price of $35.25. For purposes of its analysis only, and without making any
assumptions as to the value of the merger consideration, or how the PIK
preferred stock or the warrants would trade if and when they are issued, Goldman
Sachs used a stock price of $35.25 based upon the cash consideration to be
received per share of Big Flower common stock of $30.00 and the $5.25
liquidation preference of the PIK preferred per share of Big Flower stock. The
financial multiples and ratios for the selected companies were calculated using
closing stock prices on June 21, 1999 and the most recent publicly available
information for these companies. None of the selected companies is directly
comparable to Big Flower. All estimates for EBITDA and price/earnings multiples
were based on a calendar year.



    The following table presents the ranges, the mean and the median figures for
the selected companies for:



    (1) leveraged market capitalization as a multiple of LTM sales, LTM EBIT,
LTM EBITDA, and estimated calendar year 1999 EBITDA,



    (2) price/earnings multiples for the estimated calendar years 1999 and 2000,
and



    (3) 1999 price/earnings as a multiple of five year estimated EPS growth.


                                       39
<PAGE>
    These values are compared to the same values for Big Flower using a Big
Flower stock price of $33.63 and also $35.25.


    As used here, "P/E" means the ratio of price to earnings, "LTM" means latest
twelve months; "EBIT" means earnings before interest and taxes; and "EPS" means
earnings per share.


                       SPECIALTY AND COMMERCIAL PRINTERS

<TABLE>
<CAPTION>
MULTIPLES OF LEVERAGED MARKET                                                          BIG FLOWER AT      BIG FLOWER AT
CAPITALIZATION TO:                            RANGE(A)      MEDIAN(A)     MEAN(A)     $33.63/SHARE(B)    $35.25/SHARE(C)
- ------------------------------------------  -------------  -----------  -----------  -----------------  -----------------
<S>                                         <C>            <C>          <C>          <C>                <C>
LTM Sales.................................      0.6x-1.8x        1.1x         1.1x            1.0x               1.0x
LTM EBIT..................................     8.1x-13.3x       12.3x        11.5x           12.2x              11.6x
LTM EBITDA................................     4.7x-10.0x        7.1x         7.1x            7.6x               7.2x
1999 Estimated EBITDA.....................      4.3x-7.8x        6.7x         6.3x            6.6x               6.9x

P/E MULTIPLE
1999 Estimates............................    11.3x-17.2x       14.6x        14.2x           15.7x              16.4x
2000 Estimates............................    10.1x-15.3x       11.6x        12.3x           13.2x              13.1x
1999 P/E/5-year EPS Growth................      0.6x-1.5x        0.9x         1.0x            1.0x               1.1x
</TABLE>

                           DIRECT MARKETING SERVICES

<TABLE>
<CAPTION>
MULTIPLES OF LEVERAGED MARKET                                                          BIG FLOWER AT      BIG FLOWER AT
CAPITALIZATION TO:                            RANGE(A)      MEDIAN(A)     MEAN(A)     $33.63/SHARE(B)    $35.25/SHARE(C)
- ------------------------------------------  -------------  -----------  -----------  -----------------  -----------------
<S>                                         <C>            <C>          <C>          <C>                <C>
LTM Sales.................................      0.6x-6.7x        2.8x         3.1x            1.0x               1.0x
LTM EBIT..................................     8.0x-26.1x       15.0x        16.7x           12.2x              11.6x
LTM EBITDA................................     6.1x-18.6x       13.1x        12.7x            7.6x               7.2x
1999 Estimated EBITDA.....................     5.4x-16.5x       10.9x        10.9x            6.6x               6.9x

P/E MULTIPLE
1999 Estimates............................    10.7x-39.1x       21.3x        23.6x           15.7x              16.4x
2000 Estimates............................     9.2x-30.1x       18.1x        18.9x           13.2x              13.1x
1999 P/E/5-year EPS Growth................      0.5x-1.6x        1.1x         1.0x            1.0x               1.1x
</TABLE>

                             DIGITAL MEDIA SERVICES

<TABLE>
<CAPTION>
MULTIPLES OF LEVERAGED MARKET                                                          BIG FLOWER AT      BIG FLOWER AT
CAPITALIZATION TO:                            RANGE(A)      MEDIAN(A)     MEAN(A)     $33.63/SHARE(B)    $35.25/SHARE(C)
- ------------------------------------------  -------------  -----------  -----------  -----------------  -----------------
<S>                                         <C>            <C>          <C>          <C>                <C>
LTM Sales.................................      1.0x-5.5x        1.8x         2.8x            1.0x               1.0x
LTM EBIT..................................     9.8x-21.8x       13.0x        14.9x           12.2x              11.6x
LTM EBITDA................................     7.6x-16.2x        7.6x        10.5x            7.6x               7.2x
1999 Estimated EBITDA.....................     4.8x-12.2x        5.2x         7.4x            6.6x               6.9x

P/E MULTIPLE
1999 Estimates............................    13.3x-24.2x       13.6x        17.0x           15.7x              16.4x
2000 Estimates............................    10.1x-18.7x       11.7x        13.5x           13.2x              13.1x
1999 P/E/5-year EPS Growth................      0.7x-0.8x        0.7x         0.7x            1.0x               1.1x
</TABLE>

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


(a) Earnings estimates were based upon I/B/E/S International, Inc. earnings
    estimates. I/B/E/S International Inc. is a data service that monitors and
    publishes compilations of earnings estimates by selected research analysts
    regarding companies of interest to institutional investors. EBITDA estimates
    used in the foregoing analysis were based upon estimates of reputable
    research analysts. With respect to those companies to which Goldman Sachs
    provides research coverage, estimates were provided by Goldman Sachs
    research analysts. For those companies for which Goldman Sachs


                                       40
<PAGE>

    did not provide research coverage, it obtained estimates from research
    reports prepared by Salomon Smith Barney, Credit Suisse First Boston, Morgan
    Stanley Dean Witter, Robert W. Baird & Company and Robinson Humphrey
    Company.


(b) For these calculations, the LTM data were derived from the Company's Form
    10-Q filed for the period ending March 31, 1999 and Form 10K filed for the
    Company's fiscal year ending December 31, 1998, the earnings estimates data
    were based upon I/B/E/S International, Inc., and the 1999 estimated EBITDA
    was based upon management's projections.

(c) For these calculations, the LTM data were based upon management's projected
    balance sheet and pro forma income statement information for the twelve
    month period ending September 30, 1999, the time period most relevant based
    upon the estimated closing of this particular proposal, the earnings
    estimates data were based management's projected EPS for 1999 and 2000, and
    the 1999 estimated EBITDA was based upon management's projections.


    SELECTED TRANSACTIONS ANALYSIS.  Goldman Sachs reviewed and analyzed
transaction value as a multiple of the LTM EBITDA for 21 previous acquisitions
made by Big Flower and some of its business units from 1994 to 1999 to assist
the Big Flower board of directors in valuing Big Flower based on transaction
values paid by Big Flower in acquiring its assets. The average multiples and
value weighted average multiples for Big Flower's previous acquisitions were
deemed by Goldman Sachs to provide a more meaningful comparison for purposes of
this analysis than multiples for transactions involving companies whose assets
may or may not be directly comparable to those of Big Flower. The table below
summarizes the results of the analysis.


<TABLE>
<CAPTION>
BUSINESS UNIT                                                               RANGE       AVERAGE
- -----------------------------------------------------------------------  -----------  -----------
<S>                                                                      <C>          <C>
Consolidated Big Flower................................................    5.1x-8.1x        6.2x
Insert Advertising and Newspaper Services..............................    4.1x-5.8x        5.1x
Direct Marketing Services..............................................   3.3x-40.7x       12.5x
Premedia Services......................................................    3.9x-5.8x        4.9x
Broadcast Services.....................................................    7.8x-8.8x        8.3x
</TABLE>


    The overall average EBITDA multiple was 7.3x and the weighted average
overall EBITDA multiple was 5.9x as compared to an estimated LTM EBITDA multiple
of 7.2x for the merger. Excluding the 1998 acquisition of Colorstream
Technologies LLC, which was categorized as a direct marketing services
acquisition to provide a more meaningful analysis, resulted in an overall
average EBITDA multiple of 5.7x and a weighted average overall EBITDA multiple
of 5.8x as compared to an EBITDA multiple of 7.2x for the merger. The
transaction value for Colorstream Technologies LLC was 40.7x LTM EBITDA, due to
that company's small size and relatively low LTM EBITDA as compared to the
transaction value which resulted in an unusually large EBITDA multiple.



    DISCOUNTED CASH FLOW ANALYSIS.  Goldman Sachs performed a discounted cash
flow analysis of Big Flower utilizing Big Flower's management projections for
the years 1999 through 2004 using discount rates and multiples it considered
appropriate. Goldman Sachs calculated the net present value of free cash flows
for the years 1999 through 2004 using discount rates ranging from 11.0% to
15.0%. Goldman Sachs calculated the implied value of equity per share in the
year 2004 based on multiples ranging from 4.5x projected 2004 EBITDA to 8.0x
projected 2004 EBITDA and then discounted these implied values using discount
rates ranging from 11.0% to 15.0%. This analysis showed that the implied value
of equity per share for the Big Flower common stock ranged from a low of $17.40
to a high of $56.69.



    In performing its discounted cash flow analysis, Goldman Sachs used discount
rates based upon Big Flower's estimated weighted average cost of capital,
including debt.


                                       41
<PAGE>

    ILLUSTRATIVE FUTURE MARKET TRADING PRICES ANALYSIS.  Goldman Sachs
calculated potential market trading prices for the Big Flower common stock using
discount rates and multiples it considered appropriate. Goldman Sachs multiplied
potential price/earnings multiples ranging from 9.0x to 18.0x by actual earnings
per share for 1998 and estimated earnings per share for years 1999 to 2001
provided by Big Flower's management. The potential future stock prices for the
Big Flower common stock ranged from $28.95 to $57.90 using price/earnings
multiples. Goldman Sachs also calculated the present value of these potential
future stock prices based on discount rates ranging from 12.0% to 18.0%. The
analyses resulted in a range of present values of the potential future stock
prices for the Big Flower common stock of $23.54 to $50.25 using the present
value analysis of price/earnings multiples.


    In addition, Goldman Sachs multiplied potential EBITDA multiples ranging
from 5.0x to 8.0x by estimated EBITDA for the year 2000 provided by Big Flower's
management. The potential future stock prices for the Big Flower common stock
ranged from $26.01 to $60.78 using EBITDA multiples. Goldman Sachs also
calculated the present value of these potential future stock prices using
discount rates ranging from 12.0% to 18.0%. The analyses resulted in a range of
present values of the potential future stock price of Big Flower of $21.15 to
$52.75 using the present value analysis of EBITDA multiples.


    In calculating potential market trading prices for the Big Flower common
stock, Goldman Sachs used discount rates based upon Big Flower's estimated cost
of equity capital.



    The preparation of a fairness opinion is a complex process and is not
necessarily susceptible to partial analysis or summary description. Selecting
portions of the analyses or of the summary set forth above, without considering
the analyses as a whole, could create an incomplete view of the processes
underlying the Goldman Sachs opinion. In arriving at its fairness determination,
Goldman Sachs considered the results of each of these analyses in their
totality. No company or transaction used in the above analyses as a comparison
is directly comparable to Big Flower, or the merger. The analyses were prepared
solely for the purpose of Goldman Sachs' providing its opinion to the
independent directors of Big Flower as to the fairness from a financial point of
view of the consideration to the holders of common stock of Big Flower, other
than the members of management who are retaining shares in the merger, and do
not purport to be appraisals or necessarily reflect the prices at which
businesses or securities actually may be sold. Analyses based upon forecasts of
future results are not necessarily indicative of actual future results, which
may be significantly more or less favorable than suggested by those analyses.
Because these analyses are inherently subject to uncertainty, being based upon
numerous factors or events beyond the control of the parties or their advisors,
none of Big Flower, Goldman Sachs or any other person assumes responsibility if
future results are materially different from those forecast. As described above,
Goldman Sachs' opinion to the Big Flower board of directors was one of many
factors taken into consideration by the independent directors of Big Flower in
making its determination to approve the merger agreement. This summary is not a
complete description of the analysis performed by Goldman Sachs. You should read
the entire opinion of Goldman Sachs in Appendix B.


    Goldman Sachs, as part of its investment banking business, is continually
engaged in the valuation of businesses and their securities in connection with
mergers and acquisitions, negotiated underwritings, competitive biddings,
secondary distributions of listed and unlisted securities, private placements,
and valuations for estate, corporate and other purposes. Goldman Sachs is
familiar with Big Flower since it has provided various investment banking
services to Big Flower in the past. These services include having acted as:


    - lead-managing underwriter of a public offering of 6,708,524 shares of Big
      Flower common stock in June 1997,



    - a co-managing underwriter of a private offering of $250,000,000 principal
      amount of its 8.875% notes due July 1, 2007 in June 1997,


                                       42
<PAGE>

    - lead-managing underwriter of a private offering of $115,000,000 principal
      amount of its 6.00% Convertible QUIPS due October 15, 2027 in October
      1997,



    - a co-managing underwriter of a private offering of $100,000,000 principal
      amount of its 8.875% notes due July 1, 2007 in October 1997, and


    - a co-managing underwriter of a private offering of $250,000,000 principal
      amount of its 8.625% Notes due December 1, 2008 in December 1998.

    Goldman Sachs holds securities, including derivative securities, of Big
Flower for its own account and for the accounts of its customers in the course
of its normal trading activity. As of June 28, 1999, which is the last business
day prior to the rendering of its opinion, Goldman Sachs held the following
positions:

<TABLE>
<CAPTION>
                                                              LONG POSITION                 SHORT POSITION
                                                      -----------------------------  ----------------------------
<S>                                                   <C>                            <C>
Big Flower common stock.............................         262,814 shares                 12,500 shares
QUIPS...............................................    $250,000 principal amount      $27,000 principal amount
</TABLE>

    In addition, Goldman Sachs has provided from time to time, and currently
provides, numerous investment banking services to Thomas H. Lee Company and its
affiliates. Goldman Sachs may provide similar services to Thomas H. Lee Company
and Evercore Capital Partners in the future.


    Big Flower engaged Goldman Sachs to explore strategic alternatives,
including the possible sale of all or a portion of the stock or assets of Big
Flower. A retainer fee of $250,000 became payable to Goldman Sachs by Big Flower
upon the engagement of Goldman Sachs. The retainer fee will be credited against
a transaction fee of (1) 0.5% of the first $1.75 billion in aggregate
consideration paid in the merger and (2) 0.2% of the first $250 million in
aggregate consideration paid in the merger in excess of $1.75 billion, which is
payable upon completion of the merger. Assuming a transaction value of $1.75
billion, excluding the Company's accounts receivable facility, this fee would
equal $8,750,000. In addition, Big Flower has agreed to reimburse Goldman Sachs
for its reasonable out-of-pocket expenses, including the fees and expenses of
Goldman Sachs' attorneys, and to indemnify Goldman Sachs against various
liabilities, including certain liabilities under the federal securities laws.


    BERENSON MINELLA & COMPANY


    Big Flower retained Berenson Minella on March 17, 1999 as a financial
advisor in connection with the exploration of certain strategic alternatives,
including, among other things, a potential sale of the stock or assets of Big
Flower or a business combination, reorganization, recapitalization or similar
transaction. Berenson Minella is a nationally recognized investment banking firm
and was selected by Big Flower based on its substantial experience and expertise
in transactions similar to the merger.



    On June 24, 1999, at the board of directors meeting held to evaluate the
merger, Berenson Minella presented to the board of directors the financial
analyses performed by Berenson Minella in connection with the preparation of its
opinion. Berenson Minella informed the Big Flower board of directors that
Berenson Minella was prepared to deliver an oral opinion with respect to the
fairness, from a financial point of view, of the merger consideration to be
received by the holders of Big Flower common stock other than the members of
management retaining shares of Big Flower common stock in the merger, as to whom
Berenson Minella did not deliver an opinion, assuming the negotiation and
execution of a definitive merger agreement. On June 29, 1999, Berenson Minella
delivered a written opinion to the Big Flower board of directors that, as of
that date, the merger consideration to be received by the holders of Big Flower
common stock, other than the members of management retaining shares of Big
Flower common stock in the merger, as to whom Berenson Minella did not deliver
an opinion, was fair, from a financial point of view.


                                       43
<PAGE>

    THE FULL TEXT OF THE WRITTEN OPINION OF BERENSON MINELLA, DATED JUNE 29,
1999, WHICH SETS FORTH THE ASSUMPTIONS MADE, MATTERS CONSIDERED AND LIMITATIONS
ON THE REVIEW UNDERTAKEN, IS ATTACHED TO THIS DOCUMENT AS APPENDIX C AND IS
INCORPORATED IN THIS DOCUMENT BY REFERENCE. HOLDERS OF BIG FLOWER COMMON STOCK
ARE URGED TO READ THIS OPINION CAREFULLY IN ITS ENTIRETY. THE OPINION OF
BERENSON MINELLA IS DIRECTED SOLELY TO THE BIG FLOWER BOARD OF DIRECTORS, AND
NOT TO THE STOCKHOLDERS OF BIG FLOWER, AND RELATES ONLY TO THE FAIRNESS OF THE
CONSIDERATION, FROM A FINANCIAL POINT OF VIEW, TO BE RECEIVED BY THE HOLDERS OF
BIG FLOWER COMMON STOCK, OTHER THAN THE MEMBERS OF MANAGEMENT RETAINING SHARES
OF BIG FLOWER COMMON STOCK IN THE MERGER, AS TO WHOM BERENSON MINELLA DID NOT
DELIVER AN OPINION, DOES NOT ADDRESS ANY OTHER ASPECT OF THE MERGER OR THE
MERGER AGREEMENT AND DOES NOT CONSTITUTE A RECOMMENDATION TO ANY STOCKHOLDER AS
TO HOW SUCH STOCKHOLDER SHOULD VOTE AT THE BIG FLOWER MEETING. IN ADDITION,
BERENSON MINELLA EXPRESSED NO OPINION AS TO THE PRICES AT WHICH THE PIK
PREFERRED STOCK OR THE WARRANTS, WHEN THEY ARE ISSUED, WILL TRADE AFTER THE
MERGER OR WHETHER ANY MARKET FOR THE PIK PREFERRED STOCK OR THE WARRANTS WOULD
DEVELOP AFTER THE MERGER. THIS SUMMARY OF THE OPINION OF BERENSON MINELLA
DESCRIBED IN THIS PROXY STATEMENT/PROSPECTUS IS QUALIFIED IN ITS ENTIRETY BY
REFERENCE TO THE FULL TEXT OF THAT OPINION.


    In arriving at its opinion, Berenson Minella, among other things:


    - reviewed the latest draft of the merger agreement dated June 27, 1999,



    - reviewed, and discussed with members of management of Big Flower, certain
      business and financial information relating to Big Flower that Berenson
      Minella deemed relevant, including Big Flower's recent public filings and
      financial statements,



    - reviewed, and discussed with members of management of Big Flower, certain
      information, including budgets and financial forecasts relating to the
      businesses, earnings, cash flows, assets, liabilities and prospects of Big
      Flower,



    - reviewed the historical stock prices and trading volumes of Big Flower's
      common stock,



    - reviewed certain information and documentation regarding the terms of the
      PIK preferred stock and reviewed certain valuation methodologies relating
      to the PIK preferred stock,



    - reviewed certain publicly available information regarding publicly traded
      companies that Berenson Minella deemed reasonably comparable to Big
      Flower,



    - reviewed certain publicly available information regarding comparable
      merger and acquisition transactions that Berenson Minella deemed relevant,
      including, without limitation, premiums paid in such transactions,



    - performed discounted cash flow analyses based on the financial forecasts
      for Big Flower, as applicable,



    - participated in certain discussions among management of Big Flower, Thomas
      H. Lee Company and their financial advisors regarding Big Flower and the
      merger,



    - reviewed the potential pro forma impact of the merger, and



    - reviewed such other information, performed such other analyses and took
      into account such other factors as Berenson Minella deemed relevant.


    In its review and analysis and in formulating its opinion, Berenson Minella
assumed and relied upon the accuracy and completeness of all information
supplied or otherwise made available to it by Big Flower or obtained by Berenson
Minella from other sources, and upon the assurance of Big Flower's management
that they were not aware of any information or facts that would make the
information provided to Berenson Minella by Big Flower incomplete or misleading.
Berenson Minella did not attempt to verify independently any of the information
supplied or otherwise made available to

                                       44
<PAGE>

Berenson Minella by Big Flower or obtained by Berenson Minella from other
sources. Berenson Minella did not undertake an independent valuation or
appraisal of assets or liabilities, contingent or otherwise, of Big Flower, nor
was Berenson Minella furnished with any such valuations or appraisals of assets
or liabilities, contingent or otherwise, of Big Flower. Berenson Minella did not
assume any obligation to, and accordingly did not, conduct any physical
inspection of the properties or facilities of Big Flower. Berenson Minella
assumed, without independent verification, the accuracy of all representations
and statements made by officers and management of Big Flower. With respect to
the financial forecasts for Big Flower, Berenson Minella was advised by Big
Flower and assumed, without independent investigation, that they had been
reasonably prepared and reflected management's most currently available
estimates and judgments as to the expected future financial performance of Big
Flower. Berenson Minella noted that its opinion was necessarily based upon
financial, economic, market and other conditions as they existed and could be
evaluated by Berenson Minella on the date of its written opinion. Additionally,
Berenson Minella noted that Big Flower announced publicly, by a press release
dated April 20, 1999, that it was exploring certain strategic alternatives and a
substantial number of financial and strategic buyers were either contacted by,
or contacted, Big Flower and its financial advisors and studied a potential
acquisition of Big Flower. Although Berenson Minella evaluated the merger
consideration from a financial point of view, it was not asked to and did not
recommend the specific type of consideration payable in the merger, which was
determined through negotiations between Big Flower and Thomas H. Lee Company.



    In preparing its opinion, Berenson Minella performed a variety of financial
and comparative analyses, including those described below. The summary of these
analyses does not purport to be a complete description of the analyses
underlying Berenson Minella's opinion. The preparation of a fairness opinion is
a complete analytic process involving various determinations as to the most
appropriate and relevant methods of financial analyses and the application of
those methods to the particular circumstances and, therefore, such an opinion is
not readily susceptible to summary description. Furthermore, in arriving at its
opinion, Berenson Minella did not attribute any particular weight to any
analysis or factor considered by it, but rather made qualitative judgments as to
the significance and relevance of each analysis and factor. Accordingly,
Berenson Minella believes that its analyses must be considered as a whole and
that selecting portions of its analyses and factors, without considering all
analyses and factors, could create a misleading or incomplete view of the
process underlying such analyses and opinion. In its analyses, Berenson Minella
made numerous assumptions with respect to Big Flower, industry performance,
general business, economic, market and financial conditions and other matters,
many of which are beyond Big Flower's control. The estimates contained in these
analyses and the valuation ranges resulting from any particular analysis are not
necessarily indicative of actual values or predictive of future results or
values, which may be significantly more or less favorable than those suggested
by these analyses. In addition, analyses relating to the value of businesses or
securities do not purport to be appraisals or to reflect the prices at which
businesses or securities actually may be sold. Accordingly, these analyses and
estimates are inherently subject to substantial uncertainty. Berenson Minella's
opinion and analyses were only one of various factors considered by the Big
Flower board of directors in its evaluation of the merger and should not be
viewed as determinative of the view of the board of directors of Big Flower with
respect to the merger consideration to be received by the holders of common
stock of Big Flower, other than the members of management retaining shares of
Big Flower common stock in the merger, as to whom Berenson Minella did not
deliver an opinion, or the merger.



    THE FOLLOWING IS A SUMMARY OF THE MATERIAL ANALYSES PERFORMED BY BERENSON
MINELLA IN CONNECTION WITH ITS OPINION. SOME OF THE SUMMARIES OF THE FINANCIAL
ANALYSES INCLUDE INFORMATION PRESENTED IN TABULAR FORMAT. THE TABLES MUST BE
READ TOGETHER WITH THE TEXT ACCOMPANYING EACH SUMMARY, IN ORDER TO FULLY
UNDERSTAND THE FINANCIAL ANALYSES. THE TABLES DO NOT CONSTITUTE A COMPLETE
DESCRIPTION OF THE FINANCIAL ANALYSES.


                                       45
<PAGE>

    STOCK TRADING HISTORY.  Berenson Minella reviewed Big Flower's market
statistics, including Big Flower's price to earnings (PE) multiple as of June
22, 1999, and Big Flower's earnings per share (EPS) for the last twelve months
(LTM). Berenson Minella also reviewed Big Flower's total enterprise value, and
calculated multiples of LTM 1999 and 2000 revenues, operating income: earnings
before interest and taxes (EBIT) and EBITDA based on the enterprise value.


    Berenson Minella reviewed the stock trading history of Big Flower,
including:


    - the price per share of Big Flower common stock at Big Flower's initial
      public offering in 1995,



    - the 52-week high and low prices per share of Big Flower common stock as of
      June 29, 1999,



    - the trading volumes of Big Flower common stock over the six-month period
      preceding June 29, 1999,



    - the daily prices per share of Big Flower common stock for the period
      December 29, 1998 through June 29, 1999,



    - the weekly prices per share of Big Flower common stock for the period July
      1, 1998 through June 29, 1999, and


    - the price per share of Big Flower common stock immediately preceding the
      announcement, on April 20, 1999, that Big Flower was authorized by its
      board of directors to explore strategic alternatives.


    In addition, Berenson Minella reviewed Big Flower's investments in both
public and private Internet-related entities. Given the movement of Big Flower's
stock price following the March 22, 1999 Credit Suisse First Boston research
report, which highlighted the value of Big Flower's Internet investments, as
well as the significant volatility in the stock price of these Internet
securities, in reviewing the 1999 stock price performance of the Big Flower
common stock, Berenson Minella considered the estimated value of the Internet
investments per share of Big Flower common stock, assuming the Internet
investments could be liquidated at the prevailing market prices. In estimating
this per share value, Berenson Minella calculated the after-tax market value of
the Internet investments. The net value was based on the daily closing prices
for public investments and Big Flower's cost basis for private investments less
estimated capital gains tax due upon the sale of such securities, less any
sharing interests in profits held by some employees of Big Flower. The after-tax
market value of the Internet investments as of June 22, 1999 has been factored
into each of Berenson Minella's valuation analyses.



    COMPARISON WITH SELECTED COMPARABLE PUBLICLY TRADED COMPANIES.  Berenson
Minella reviewed and compared certain financial data of each of nine printing
companies deemed similar to Big Flower, based upon financial information
publicly available and stock prices as of June 22, 1999. The companies compared
were Banta Corp., Cadmus Communications Corp., Consolidated Graphics, Inc.,
Cunningham Graphics International Inc., RR Donnelly & Sons Company, Mail-Well
Inc., Master Graphics Inc., Quebecor Printing Inc. and World Color Press, Inc.
For each comparable printing company, Berenson Minella calculated:



    - the equity value,



    - the PE multiples for the LTM, estimated for 1999 and estimated for 2000,



    - the enterprise value,



    - the ratio of the enterprise value to EBITDA for the LTM, estimated for
      1999 and estimated for 2000, and



    - the ratio of the enterprise value to the LTM revenues.


                                       46
<PAGE>
    The following table presents Berenson Minella's observations with regard to
the calculations it performed for the printing companies that Berenson Minella
deemed similar to Big Flower.

                               PRINTING COMPANIES
<TABLE>
<CAPTION>
PE MULTIPLE                                             RANGE
- ------------------------------------------------------  ----------------
<S>                                                     <C>
LTM...................................................  9.0x - 19.0x
1999 Estimated........................................  8.3x - 16.9x
2000 Estimated........................................  6.2x - 15.1x

<CAPTION>

RATIO OF ENTERPRISE VALUE TO:                           RANGE
- ------------------------------------------------------  ----------------
<S>                                                     <C>
LTM EBITDA............................................  4.7x - 10.3x
1999 Estimated EBITDA.................................  4.0x - 7.3x
2000 Estimated EBITDA.................................  3.6x - 6.5x
LTM Revenues..........................................  0.58x - 1.90x
</TABLE>


    Of the larger printing companies that Berenson Minella deemed most similar
to Big Flower, Berenson Minella reviewed the median and mean:



    - PE multiples for the LTM, estimated for 1999 and estimated for 2000,



    - ratio of the enterprise value to EBITDA for the LTM, estimated for 1999
      and estimated for 2000, and



    - ratio of the enterprise value to the LTM revenues.



Excluded from this review were Consolidated Graphics, Inc., Cunningham Graphics
International Inc. and Master Graphics Inc., all of which were viewed as
regional consolidators of independent sheet fed printers and not directly
comparable to Big Flower.


    The following table presents Berenson Minella's observations with regard to
the calculations it performed for the larger printing companies.

                           LARGER PRINTING COMPANIES
<TABLE>
<CAPTION>
PE MULTIPLE                                                   MEDIAN      MEAN
- -----------------------------------------------------------  ---------  ---------
<S>                                                          <C>        <C>
LTM........................................................      14.7x      14.5x
1999 Estimated.............................................      12.6x      12.8x
2000 Estimated.............................................      11.0x      11.3x

<CAPTION>

RATIO OF ENTERPRISE VALUE TO:                                 MEDIAN      MEAN
- -----------------------------------------------------------  ---------  ---------
<S>                                                          <C>        <C>
LTM EBITDA.................................................       6.7x       6.4x
1999 Estimated EBITDA......................................       6.0x       5.7x
2000 Estimated EBITDA......................................       5.4x       5.3x
LTM Revenues...............................................      0.88x      0.88x
</TABLE>


    Based upon its review of comparable multiples, Berenson Minella calculated
the implied valuation per fully diluted share of Big Flower common stock using
Big Flower's LTM EBITDA, 1999 estimated EBITDA, 2000 estimated EBITDA, LTM EPS,
1999 estimated EPS and 2000 estimated EPS and concluded that the implied
valuation per fully diluted share of Big Flower common stock was $27.25 to
$33.50, including the value of Big Flower's Internet investments.


    COMPARISON WITH SELECTED COMPARABLE MERGER AND ACQUISITION
TRANSACTIONS.  Berenson Minella reviewed certain recent business combinations
involving North American companies engaged in

                                       47
<PAGE>
businesses deemed relatively comparable to those of Big Flower and reviewed
selected financial data and valuation parameters, to the extent publicly
available, including total enterprise value as a multiple of LTM sales, EBITDA
and EBIT, and equity market value as a multiple of LTM net income and book
value.


    The merger and acquisition transactions that Berenson Minella compared were:



    - UP/Graphics, Inc. / World Color Press, Inc.



    - Infiniti Graphics, Inc. / World Color Press, Inc.



    - Katz Digital Technologies, Inc. / Photobition Group plc



    - Quebecor Printing Inc.'s Check & Card Division / MDC Communications
      Corporation



    - Port City Press, Inc. / Mack Printing Company



    - Anderson Lithograph Company / Mail-Well Inc.



    - Devon Group, Inc. / Applied Graphics Technologies, Inc.



    - Artistic Greetings, Inc. / MDC Communications Company



    - Acme Printing Company / World Color Press, Inc.



    - Century Graphics Corporation / World Color Press, Inc.



    - Uarco Incorporated / The Standard Register Company



    - Graphic Industries Inc. / Wallace Computer Services Inc.



    - Judd's, Incorporated / Perry Graphic Communications, Inc.



    - Brown Printing-Franklin Division / Quebecor Printing Inc.



    - Riverside County Publishing Company / Big Flower Holdings, Inc.



    - Johnson & Hardin / World Color Press, Inc.


                                       48
<PAGE>

    Given the lack of precedent transactions involving companies with a
comparable mix of businesses to Big Flower and similar transaction value to the
merger, Berenson Minella analyzed transaction multiples for a broad group of
mergers and acquisitions in the North American printing and related industries
completed over the last three years.


    The following table presents Berenson Minella's observations with regard to
recent merger and acquisition transactions involving North American companies
engaged in businesses that Berenson Minella deemed relatively comparable to
those of Big Flower.

             COMPARABLE NORTH AMERICAN COMPANIES INVOLVED IN RECENT
                      MERGER AND ACQUISITION TRANSACTIONS
<TABLE>
<CAPTION>
TOTAL ENTERPRISE VALUE AS A MULTIPLE OF:                      RANGE
- ------------------------------------------------------------  ----------------
<S>                                                           <C>
LTM Sales...................................................  0.4x - 1.6x
EBITDA......................................................  5.5x - 11.6x
EBIT........................................................  6.7x - 17.6x

<CAPTION>

EQUITY MARKET VALUES AS A MULTIPLE OF:                        RANGE
- ------------------------------------------------------------  ----------------
<S>                                                           <C>
LTM Net Income..............................................  9.8x - 57.5x
Book Value..................................................  1.7x - 12.9x
</TABLE>


    Based upon its review of companies involved in comparable merger and
acquisition transactions, Berenson Minella calculated the implied valuation per
fully diluted share of Big Flower common stock using Big Flower's LTM revenues,
LTM EBITDA and LTM EBIT and concluded that the implied valuation per fully
diluted share of Big Flower common stock was $32.00 to $39.25, including the
value of Big Flower's Internet investments, but noted that many of these
precedent transactions involved competitors being acquired by larger strategic
buyers who could recognize significant synergies or cost savings or eliminate
duplicative operations and that no strategic buyer submitted any offer to
acquire Big Flower or any indication of interest in making such an offer.
Berenson Minella did not make any conclusions as to whether the valuation
amounts it computed should be adjusted based on this observation.



    DISCOUNTED CASH FLOW ANALYSIS.  Berenson Minella utilized a discounted cash
flow analysis to calculate the implied equity values per fully diluted share of
Big Flower common stock based upon the discounted net present value, utilizing
discount rates ranging from 10% to 14%, of the sum of management's projections
of after-tax unlevered free cash flows of Big Flower for the period from March
1999 through 2004 and of the terminal value of Big Flower at 2004 by applying
multiples ranging from 6.0x to 7.0x to Big Flower's projected EBITDA in 2004. In
performing its discounted cash flow analysis, Berenson Minella used discount
rates based upon Big Flower's estimated weighted average cost of capital and
EBITDA multiples based on Big Flower's historical valuation range. Based on its
analysis, Berenson Minella calculated that the implied value per fully diluted
share of Big Flower common stock ranged from a low of $30.92 to a high of
$50.86, including the value of Big Flower's Internet investments.



    PREMIUMS PAID ANALYSIS.  In performing its premium paid analysis, Berenson
Minella screened the transactions analyzed based on the following criteria:



    - the transactions were announced after January 1, 1997 and closed after
      January 1, 1997,



    - only completed or unconditional transactions were analyzed, and



    - the value of each transaction analyzed was between $1.5 billion and $2.5
      billion.



    Berenson Minella compared the premiums paid relative to the acquired
companies' stock values one day prior to announcement of the transaction, five
days prior to announcement of the transaction and 30 days prior to announcement
of the transaction, and observed the following:


                                       49
<PAGE>

                        PREMIUMS PAID SINCE JANUARY 1997



<TABLE>
<CAPTION>
                                                 RANGE              MEDIAN
                                         ---------------------  -----------
<S>                                      <C>                    <C>
1 Day Prior to Announcement............       16.11% - 100.85%        19.2%
1 Week Prior to Announcement...........       11.49% - 154.07%        23.7%
1 Month Prior to Announcement..........      -27.35% - 163.14%        39.5%
</TABLE>



Based upon its review of comparable premiums, Berenson Minella calculated the
implied valuation per fully diluted share of Big Flower common stock using Big
Flower's closing price one day, one week and one month before the date of the
public announcement on April 20 and concluded that the implied valuation per
fully diluted Big Flower common stock was $32.50 to $41.75, including the value
of Big Flower's Internet investments.



    Berenson Minella was not asked, and did not undertake, to value separately
the PIK preferred stock and the warrants apart from the overall merger
consideration. As part of its analysis, however, Berenson Minella calculated a
range of implied theoretical values for the PIK preferred stock and warrants to
be received in exchange for one share of Big Flower common stock. In performing
its analysis, Berenson Minella calculated the projected future value of the PIK
preferred stock and the warrants in the year 2004 based on Big Flower
management's projections and the proposed capital structure following the
merger. Berenson Minella calculated the projected future value using EBITDA
multiples ranging from 6.0x to 8.0x and discounted the implied future values
using discount rates from 14.0% to 20.0%, resulting in a range of implied
present values for the PIK preferred stock and warrants per share of Big Flower
common stock of $4.42 to $6.55. Alternatively, Berenson Minella calculated the
value of the non-cash merger consideration based on the implied present value of
the PIK preferred stock based on the projected future value in years 2004
through maturity in year 2012 and discount rates from 14.0% to 20.0% plus the
implied value of the warrants based on the $35.25 purchase price per common
share by the new equity investors, resulting in a range of implied values for
the PIK preferred stock and warrants per share of Big Flower stock of $2.50 to
$5.23.


    BERENSON MINELLA'S RELATIONSHIP WITH BIG FLOWER

    Berenson Minella manages a profit sharing plan, for the benefit of its
employees, that holds shares of common stock of Big Flower. In addition,
partners and employees of Berenson Minella hold common stock of Big Flower for
their own account. As of June 29, 1999, the profit sharing plan managed by
Berenson Minella and the individual employees of Berenson Minella collectively
held approximately 170,000 shares of common stock of Big Flower.


    The terms of Berenson Minella's engagement by Big Flower provide that
Berenson Minella is to receive a quarterly retainer fee of $40,000 for its
services as a financial advisor. The first payment was made during the first
quarter of 1999, the second payment was made on or about April 1, 1999 and the
third payment was made in July of 1999. In addition, Berenson Minella is to
receive a fee of 0.4% of the transaction value of the merger if the merger is
consummated. Assuming a transaction value of $1.84 billion, including the
Company's accounts receivable facility, based on the June 30, 1999 balance
sheet, this fee would equal approximately $7.4 million, with all retainer fees
received credited against such fee. However, the actual fee will be calculated
based on the transaction value at closing. The transaction value, as set forth
in the engagement letter, dated March 17, 1999, between Big Flower and Berenson
Minella includes:



        (1) the aggregate value of cash, debt or equity securities, calculated
    at fair market value received by Big Flower's stockholders and optionholders
    in connection with the merger, plus



        (2) the aggregate principal amount of any indebtedness, including QUIPS
    and Big Flower's off-balance sheet accounts receivable securitization
    facility, and preferred stock of Big Flower


                                       50
<PAGE>

    which is assumed, refinanced or renegotiated as part of the merger, all as
    of the date of the closing of the merger, minus



        (3) any consideration paid or payable by optionholders in connection
    with the exercise of options.


Big Flower has also agreed to reimburse Berenson Minella for reasonable
out-of-pocket expenses incurred in performing its services, including the
reasonable fees and expenses of its outside legal counsel, and to indemnify
Berenson Minella and related persons against certain liabilities, including
liabilities under the federal securities laws, arising out of Berenson Minella's
engagement. Berenson Minella was also engaged to deliver an opinion, from a
financial point of view, as to the fairness of the merger consideration.
Berenson Minella was not paid a separate fee to render its opinion.

FAIRNESS OF THE MERGER


    THOMAS H. LEE EQUITY FUND IV



    Thomas H. Lee Equity Fund IV believes that the merger is fair to Big
Flower's unaffiliated stockholders, being those Big Flower stockholders other
than members of management retaining shares of Big Flower common stock in the
merger. Thomas H. Lee Equity Fund IV, however, has not undertaken any formal
evaluation of the fairness of the merger to Big Flower's unaffiliated
stockholders. Thomas H. Lee Equity Fund IV did not make specific assessments of,
quantify or otherwise assign relative weights to, the specific factors
considered in reaching its determination. The decision was made after
consideration of all the factors together. These factors include:



    (1) The fact that the current and past trading prices of Big Flower's common
       stock and earnings per share of Big Flower are comparable to or
       consistent with the trading prices of common stock and earnings per share
       of other similar companies.



    (2) The fact that the merger will provide Big Flower stockholders with a
       premium for their shares compared to the market price of Big Flower
       common stock on April 19, 1999, the date immediately prior to the time at
       which Big Flower publicly announced that it was going to explore possible
       strategic alternatives, together with the fact that the merger
       consideration nearly equals the all-time trading high for Big Flower
       common stock.



    (3) Big Flower's public announcement on April 20, 1999 that it intended to
       explore possible strategic transactions, including a possible sale of Big
       Flower. This public announcement together with the extensive market
       search performed by Big Flower's independent financial advisors provided
       an opportunity for a competitive bidding process, creating a market check
       on the value of the merger consideration.



    (4) The fact that Big Flower advised Thomas H. Lee Company that its proposal
       was believed to be the best alternative for Big Flower and its
       stockholders.



    (5) The fact that the merger agreement was the result of an auction process
       and an arm's-length negotiation between Big Flower, represented by the
       independent directors of Big Flower constituting a majority of the Big
       Flower board and assisted by independent legal and financial advisors, on
       the one hand, and Thomas H. Lee Company and Evercore Capital Partners, on
       the other.



    (6) The fact that the merger agreement provides Big Flower with the ability
       to terminate the merger if it determines that a bona fide superior
       transaction is available to the unaffiliated stockholders.



    (7) The determination of the independent directors of Big Flower that the
       terms of the merger agreement are fair to and in the best interest of Big
       Flower and its unaffiliated stockholders,


                                       51
<PAGE>

       and the unanimous recommendation of the independent directors of Big
       Flower that the stockholders of Big Flower vote in favor of the merger.
       See "--Big Flower's Reasons for the Merger; Recommendation of the Big
       Flower Board of Directors" on page 35 for a detailed discussion of the
       bases underlying this recommendation.



    (8) Notwithstanding that the opinions of the independent advisors to the Big
       Flower board of directors were intended solely for the information and
       assistance of the board of directors and that Thomas H. Lee Equity Fund
       IV is not entitled to rely on them, the fact that the board of directors
       received a written opinion from each of two independent financial
       advisors as to the fairness, from a financial point of view, of the
       merger consideration to the unaffiliated stockholders of Big Flower. See
       "--Opinions of Big Flower's Financial Advisors" on page 38 for a detailed
       discussion of these opinions.



    (9) The fact that the independent directors of Big Flower constituted a
       majority of the board of directors, and represented the interests of the
       unaffiliated stockholders of Big Flower.



    (10) The fact that the independent directors of Big Flower, constituting a
       majority of the board of directors, retained and received advice from
       reputable independent outside legal and financial advisors separate and
       apart from the legal and other advisors of the management participants in
       the merger.



    (11) The facts that the independent directors of Big Flower, constituting a
       majority of the board of directors, engaged in extensive deliberations to
       evaluate the merger and alternatives to the merger, and that Messrs.
       Ammon and Reilly recused themselves from, and did not participate in nor
       have any influence on, any of these deliberations.



    (12) The fact that any stockholder desiring to do so may exercise and
       perfect such stockholder's appraisal rights under DGCL and receive "fair
       value", as determined by the court, for the shares of common stock which
       such stockholder holds.



    (13) The fact that the merger provides unaffiliated stockholders of Big
       Flower with the opportunity to sell their shares of common stock in
       exchange for the merger consideration without incurring the transaction
       costs typically associated with market sales.



    (14) The fact that although the transaction does not require the affirmative
       vote of a majority of the shares of common stock held by unaffiliated
       stockholders of Big Flower, the affirmative vote of a substantial portion
       of the shares held by unaffiliated stockholders is necessary to approve
       the transaction.



    (15) Thomas H. Lee Equity Fund IV considered neither net book value nor
       liquidation value to be relevant or appropriate indicators of value in
       transactions of this sort involving advertising solutions companies.



    (16) In arriving at its proposal accepted by Big Flower, represented by the
       independent directors of Big Flower and assisted by independent legal and
       financial advisors, Thomas H. Lee Equity Fund IV performed a number of
       quantitative financial analyses based upon Big Flower management's
       projections. After meetings and discussions with the management of Big
       Flower, Thomas H. Lee Equity Fund IV was able to construct financial
       models to establish the proper capitalization to be implemented in the
       merger. While the purpose of these analyses was not to determine what
       would be a fair amount of consideration, from a financial point of view,
       to be paid by Thomas H. Lee Equity Fund IV to the unaffiliated
       stockholders of Big Flower, in the view of Thomas H. Lee Equity Fund IV,
       the ranges of valuation implied by those analyses support the conclusion
       that the merger consideration is fair to unaffiliated stockholders of Big
       Flower.


                                       52
<PAGE>

    (17) Thomas H. Lee Equity Fund IV has not purchased any securities of Big
       Flower in any previous transactions, and therefore did not consider
       purchase price paid in previous transactions as a relevant factor.



    (18) Thomas H. Lee Equity Fund IV did not rely on any reports, opinions or
       appraisals of any party external to itself in arriving at its proposal
       accepted by Big Flower, represented by the independent directors of Big
       Flower and assisted by independent legal and financial advisors. Thomas
       H. Lee Equity Fund IV, however, reviewed reports prepared by its
       financing sources in the merger which did not address the fairness of the
       merger consideration to unaffiliated stockholders of Big Flower.



    Thomas H. Lee Equity Fund IV believes that these analyses and factors
provide a reasonable basis for its belief that the merger is fair to the Big
Flower unaffiliated stockholders, despite the fact that the merger does not
require the affirmative vote of a majority of the unaffiliated stockholders of
Big Flower. This belief, however, should not be construed as a recommendation to
Big Flower's stockholders by Thomas H. Lee Equity Fund IV to vote for the
adoption of the merger agreement.



    While Thomas H. Lee Equity Fund IV believes that the merger as negotiated is
fair to Big Flower and its unaffiliated stockholders, representatives of Thomas
H. Lee Company attempted to negotiate the terms of a transaction that would be
most favorable to Thomas H. Lee Equity Fund IV and Evercore Capital Partners,
and not to Big Flower and its unaffiliated stockholders. Thomas H. Lee Equity
Fund IV does not believe that it is an affiliate of the issuer at this time, nor
that it owes any fiduciary duty to Big Flower or its unaffiliated stockholders,
including with respect to the merger and its terms. Therefore, Thomas H. Lee
Equity Fund IV assumes no responsibility for the fairness of the merger and its
terms from the perspective of Big Flower and its unaffiliated stockholders who,
as described elsewhere in this proxy statement/prospectus, were represented at
all relevant times by the independent directors of Big Flower and the
independent legal and financial advisors who negotiated on their behalf with
Thomas H. Lee Company and Evercore Capital Partners.



    EVERCORE CAPITAL PARTNERS



    Evercore Capital Partners believes that the merger is fair to Big Flower's
unaffiliated stockholders, being those Big Flower stockholders other than
members of management retaining shares of Big Flower common stock in the merger.
Evercore Capital Partners, however, has not undertaken any formal evaluation of
the fairness of the merger to Big Flower's unaffiliated stockholders. Evercore
Capital Partners did not find it practicable to make specific assessments of,
quantify or otherwise assign relative weights to, the specific factors
considered in reaching its determination. The decision was made after
consideration of all the factors together. In addition to those listed above
under "--Big Flower's Reasons for the Merger; Recommendation of the Big Flower
Board of Directors" on page 35, which were considered based only on the facts
and information available to Evercore Capital Partners, these factors include:



    (1)  The fact that the current and past trading prices of Big Flower's
    common stock and earnings per share of Big Flower are comparable to or
    consistent with the trading prices of common stock and earnings per share of
    other similar companies.



    (2)  The fact that the merger will provide Big Flower stockholders with a
    premium for their shares compared to the market price of Big Flower common
    stock on April 19, 1999, the date immediately prior to the day on which Big
    Flower publicly announced that it was going to explore possible strategic
    alternatives, together with the fact that the merger consideration is almost
    equal to the all-time trading high for Big Flower common stock.



    (3)  Big Flower's public announcement on April 20, 1999 that it intended to
    explore the possible strategic transactions, including a possible sale of
    Big Flower. This public announcement, together


                                       53
<PAGE>

    with the extensive market search performed by Big Flower's independent
    financial advisors, provided an opportunity for a competitive bidding
    process, which in turn created a market check on the value of the merger
    consideration.



    (4)  The fact that Big Flower advised Thomas H. Lee Company that the Thomas
    H. Lee Company's proposal was believed to be the best alternative for Big
    Flower and its stockholders.



    (5)  The fact that the merger agreement was the result of an auction process
    and active bargaining between Thomas H. Lee Company and Evercore Capital
    Partners, on the one hand, and Big Flower on the other, with Big Flower
    being represented by the independent directors of Big Flower who constituted
    a majority of the Big Flower board and assisted by independent legal and
    financial advisors.



    (6)  The fact that the merger agreement provides Big Flower with the ability
    to terminate the merger if it determines that a bona fide superior
    transaction is available to the unaffiliated stockholders.



    (7)  The determination of the independent directors of Big Flower that the
    terms of the merger agreement are fair to and in the best interest of Big
    Flower and its unaffiliated stockholders, and the unanimous recommendation
    of the independent directors of Big Flower that the stockholders of Big
    Flower vote in favor of the merger. See "--Big Flower's Reasons for the
    Merger; Recommendation of the Big Flower Board of Directors" on page 35 for
    a detailed discussion of the bases underlying this recommendation.



    (8)  Notwithstanding that the opinions of the independent advisors to the
    Big Flower board of directors were intended solely for the information and
    assistance of the board of directors and that Evercore Capital Partners is
    not entitled to rely on them, the fact that the board of directors received
    a written opinion from each of two independent financial advisors as to the
    fairness, from a financial point of view, of the merger consideration to the
    unaffiliated stockholders of Big Flower. See "--Opinions of Big Flower's
    Financial Advisors" on page 38 for a detailed discussion of these opinions.



    (9)  The fact that the independent directors of Big Flower constituted a
    majority of the board of directors and represented the interests of the
    unaffiliated stockholders of Big Flower.



    (10)  The fact that the independent directors of Big Flower, constituting a
    majority of the board of directors, retained and received advice from
    reputable independent outside legal and financial advisors separate and
    apart from the legal and other advisors of the management participants in
    the merger.



    (11)  The facts that the independent directors of Big Flower, constituting a
    majority of the board of directors, engaged in extensive deliberations to
    evaluate the merger and alternatives to the merger and that Messrs. Ammon
    and Reilly recused themselves from, and neither participated in nor had any
    influence on, any of these deliberations.



    (12)  The fact that any stockholder desiring to do so may exercise and
    perfect such stockholder's appraisal rights under DGCL and receive "fair
    value", as determined by the court, for the shares of Big Flower common
    stock which such stockholder holds.



    (13)  The fact that although the transaction does not require the
    affirmative vote of a majority of the shares of common stock held by
    unaffiliated stockholders of Big Flower, the affirmative vote of a
    substantial portion of the shares held by unaffiliated stockholders is
    necessary to approve the transaction.


                                       54
<PAGE>

    (14)  Evercore Capital Partners considered neither net book value nor
    liquidation value to be relevant or appropriate indicators of value in
    transactions of this sort involving advertising solutions companies.



    (15)  Evercore Capital Partners has not purchased any securities of Big
    Flower in any previous transactions, and therefore did not consider purchase
    price paid in previous transactions as a relevant factor.



    (16)  Evercore Capital Partners did not rely on any reports, opinions or
    appraisals of any party external to itself and which were materially related
    to the merger in arriving at its proposal accepted by Big Flower,
    represented by the independent directors of Big Flower and assisted by
    independent legal and financial advisors.



    Evercore Capital Partners believes that these analyses and factors provide a
reasonable basis for its belief that the merger is fair to the Big Flower
unaffiliated stockholders, despite the fact that the merger does not require the
affirmative vote of a majority of the unaffiliated stockholders of Big Flower.
This belief, however, should not be construed as a recommendation to Big
Flower's stockholders by Evercore Capital Partners to vote for the adoption of
the merger agreement.



    While Evercore Capital Partners believes that the merger as negotiated is
fair to Big Flower and its unaffiliated stockholders, it assumes that
representatives of Thomas H. Lee Company attempted to negotiate the terms of a
transaction that would be most favorable to Thomas H. Lee Equity Fund IV and
Evercore Capital Partners, and not to Big Flower and its unaffiliated
stockholders. Evercore Capital Partners does not believe that it is an affiliate
of the issuer at this time, nor that it owes any fiduciary duty to Big Flower or
its unaffiliated stockholders, including with respect to the merger and its
terms. Therefore, Evercore Capital Partners assumes no responsibility for the
fairness of the merger and its terms from the perspective of Big Flower and its
unaffiliated stockholders who, as described elsewhere in this proxy
statement/prospectus, were represented at all relevant times by the independent
directors of Big Flower and the independent legal and financial advisors who
negotiated on their behalf with Thomas H. Lee Company and Evercore Capital
Partners.



    R. THEODORE AMMON



    Mr. Ammon believes that the merger is fair to Big Flower's unaffiliated
stockholders, being those Big Flower stockholders other than members of
management retaining shares of Big Flower common stock in the merger. Mr. Ammon,
however, has not undertaken any formal evaluation of the fairness of the merger
to Big Flower's unaffiliated stockholders. Mr. Ammon did not make specific
assessments of, quantify or otherwise assign relative weights to, the specific
factors considered in reaching his determination. His decision was made after
consideration of all the factors together. These factors include:



    (1) The fact that the current and past trading prices of Big Flower's common
       stock and earnings per share of Big Flower are comparable to or
       consistent with the trading prices of common stock and earnings per share
       of other similar companies.



    (2) The fact that the merger will provide Big Flower stockholders with a
       premium for their shares compared to the market price of Big Flower
       common stock on April 19, 1999, the date immediately prior to the time at
       which Big Flower publicly announced that it was going to explore possible
       strategic alternatives, together with the fact that the merger
       consideration nearly equals the all-time trading high for Big Flower
       common stock.



    (3) Big Flower's public announcement on April 20, 1999 that it intended to
       explore possible strategic transactions, including a possible sale of Big
       Flower. This public announcement together with the extensive market
       search performed by Big Flower's independent financial


                                       55
<PAGE>

       advisors provided an opportunity for a competitive bidding process,
       creating a market check on the value of the merger consideration.



    (4) The fact that the independent directors of Big Flower advised Mr. Ammon
       that Thomas H. Lee Company's proposal was believed to be the best
       alternative for Big Flower and its stockholders.



    (5) The fact that the merger agreement was the result of an auction process
       and an arm's-length negotiation between Big Flower, represented by the
       independent directors of Big Flower constituting a majority of the Big
       Flower board and assisted by independent legal and financial advisors, on
       the one hand, and Thomas H. Lee Company and Evercore Capital Partners, on
       the other.



    (6) The fact that the merger agreement provides Big Flower with the ability
       to terminate the merger if it determines that a bona fide superior
       transaction is available to the unaffiliated stockholders.



    (7) The determination of the independent directors of Big Flower that the
       terms of the merger agreement are fair to and in the best interest of Big
       Flower and its unaffiliated stockholders, and the unanimous
       recommendation of the independent directors of Big Flower that the
       stockholders of Big Flower vote in favor of the merger. See "--Big
       Flower's Reasons for the Merger; Recommendation of the Big Flower Board
       of Directors" on page 35 for a detailed discussion on the bases
       underlying this recommendation.



    (8) Notwithstanding that the opinions of the independent advisors to the Big
       Flower board of directors were intended solely for the information and
       assistance of the independent directors, the fact that the independent
       directors received a written opinion from each of two independent
       financial advisors as to the fairness, from a financial point of view, of
       the merger consideration to the unaffiliated stockholders of Big Flower.
       See "--Opinions of Big Flower's Financial Advisors" on page 38 for a
       detailed discussion of these opinions.



    (9) The fact that the independent directors of Big Flower constituted a
       majority of the board of directors, and represented the interests of the
       unaffiliated stockholders of Big Flower.



    (10) The fact that the independent directors of Big Flower, constituting a
       majority of the board of directors, retained and received advice from
       reputable independent outside legal advisors and reputable independent
       financial advisors.



    (11) The facts that the independent directors of Big Flower, constituting a
       majority of the board of directors, engaged in extensive deliberations to
       evaluate the merger and alternatives to the merger, and that Messrs.
       Ammon and Reilly recused themselves from, and did not participate in nor
       have any influence on, any of these deliberations.



    (12) The fact that any stockholders desiring to do so may exercise and
       perfect their appraisal rights under DGCL and receive "fair value", as
       determined by the court, for the shares of common stock which such
       stockholder holds.



    (13) The fact that the merger provides unaffiliated stockholders of Big
       Flower with the opportunity to sell their shares of common stock in
       exchange for the merger consideration without incurring the transaction
       costs typically associated with market sales.



    (14) The fact that although the transaction does not require the affirmative
       vote of a majority of the shares of common stock held by unaffiliated
       stockholders of Big Flower, the affirmative vote of a substantial portion
       of the shares held by unaffiliated stockholders is necessary to approve
       the transaction.


                                       56
<PAGE>

    (15) Mr. Ammon considered neither net book value nor liquidation value to be
       relevant or appropriate indicators of value in transactions of this sort
       involving advertising solutions companies.



    (16) In arriving at his conclusion that the merger is fair to Big Flower's
       unaffiliated stockholders, Mr. Ammon had the benefit of Thomas H. Lee
       Equity Fund IV's quantitative financial analyses, which was based upon
       Big Flower management's projections. After meetings and discussions with
       the management of Big Flower, Thomas H. Lee Equity Fund IV was able to
       construct financial models to establish the proper capitalization to be
       implemented in the merger and those models were made available to Mr.
       Ammon. While the purpose of these analyses was not to determine what
       would be a fair amount of consideration, from a financial point of view,
       to be paid the unaffiliated stockholders of Big Flower, in the view of
       Mr. Ammon, the ranges of valuation implied by those models the conclusion
       that the merger consideration is fair to unaffiliated stockholders of Big
       Flower.



    (17) Mr. Ammon has not purchased any securities of Big Flower since 1996,
       and therefore did not consider purchase price paid in previous
       transactions as a relevant factor.



    Mr. Ammon has recused himself from considering this merger transaction. Big
Flower and its unaffiliated stockholders, as described elsewhere in this proxy
statement/prospectus, were represented at all relevant times by the independent
directors of Big Flower and their independent legal and financial advisors who
negotiated on their behalf.


CERTAIN ESTIMATES OF FUTURE OPERATIONS AND OTHER INFORMATION


    In connection with the evaluation by third parties, including Thomas H. Lee
Company and Evercore Capital Partners, of a possible transaction involving Big
Flower, Big Flower provided some nonpublic estimates reflecting management's
views as to the possible future performance of Big Flower, including estimates
for the two fiscal years ending in fiscal 2000. Management based these estimates
on assumptions that it believed to be reasonable at the time. Management's
belief as to the reasonableness of its estimates and of the assumptions
underlying these estimates is based upon the use of industry data and
management's history of operations of Big Flower.



    The material assumptions underlying these estimates were that:



    - overall sales would increase by 4.4% and 6.0% for fiscal 1999 and 2000,
      respectively, based upon the historical rate of growth of Big Flower,



    - EBITDA and operating income would increase as a result of sales growth and
      because of higher growth in Big Flower's higher margin businesses and
      efficiencies relating to integrating recently completed acquisitions, and



    - there would be no additional acquisitions made during such periods, which
      assumption is contrary to the historical operating strategy of Big Flower
      and contrary to Big Flower's strategic plans following the merger.


                                       57
<PAGE>

    This information was provided on a confidential basis. A summary of these
estimates is provided in the following table:



<TABLE>
<CAPTION>
                                                        FORECAST
                                                  --------------------
                                                   FISCAL YEAR ENDED
                                                      DECEMBER 31,
                                                  --------------------
(AMOUNTS IN 000'S)                                  1999       2000
                                                  ---------  ---------
<S>                                               <C>        <C>
Sales...........................................  $1,922,565 $2,037,142
% Growth........................................       4.4%       6.0%
EBITDA..........................................  $ 267,681  $ 294,919
% Margin........................................      13.9%      14.5%
EBIT............................................  $ 165,639  $ 192,859
% Margin........................................       8.6%       9.5%
Net Income......................................  $  49,656  $  64,750
Basic EPS.......................................  $    2.49  $    2.73
Diluted EPS.....................................  $    2.15  $    2.69
</TABLE>



    THESE ESTIMATES WERE NOT PREPARED WITH A VIEW TO PUBLIC DISCLOSURE OR
COMPLIANCE WITH PUBLISHED GUIDELINES ESTABLISHED BY THE SECURITIES AND EXCHANGE
COMMISSION OR THE AMERICAN INSTITUTE OF CERTIFIED PUBLIC ACCOUNTANTS REGARDING
PROJECTIONS. NONE OF BIG FLOWER, THOMAS H. LEE COMPANY, EVERCORE CAPITAL
PARTNERS OR THEIR RESPECTIVE AFFILIATES OR BIG FLOWER'S INDEPENDENT AUDITORS
ASSUME ANY RESPONSIBILITY FOR THE ACCURACY OF THIS INFORMATION. IN ADDITION,
BECAUSE THESE ESTIMATES ARE INHERENTLY SUBJECT TO SIGNIFICANT ECONOMIC AND
COMPETITIVE UNCERTAINTIES AND OTHER CONTINGENCIES BEYOND BIG FLOWER'S CONTROL,
THERE CAN BE NO ASSURANCE THAT THESE ESTIMATES WILL BE REALIZED; ACTUAL RESULTS
MAY BE HIGHER OR LOWER THAN THOSE ESTIMATED. SEE "RISK FACTORS" ON PAGE 14 FOR
MORE INFORMATION REGARDING THE RISKS INHERENT IN RELYING ON THESE ESTIMATES. BIG
FLOWER DOES NOT GENERALLY PUBLISH ITS BUSINESS PLANS AND STRATEGIES OR MAKE
EXTERNAL DISCLOSURES OF ITS ANTICIPATED FINANCIAL POSITION OR RESULTS OF
OPERATIONS. ACCORDINGLY, BIG FLOWER DOES NOT INTEND TO, AND SPECIFICALLY
DECLINES ANY OBLIGATION TO, UPDATE OR OTHERWISE REVISE THE PROSPECTIVE FINANCIAL
INFORMATION TO REFLECT CIRCUMSTANCES EXISTING SINCE THEIR PREPARATION OR TO
REFLECT THE OCCURRENCE OF UNANTICIPATED EVENTS, EVEN IF ANY OR ALL OF THE
UNDERLYING ASSUMPTIONS ARE SHOWN TO BE IN ERROR. ALSO, BIG FLOWER DOES NOT
INTEND TO, AND SPECIFICALLY DECLINES ANY OBLIGATION TO, UPDATE OR REVISE THE
PROSPECTIVE FINANCIAL INFORMATION TO REFLECT CHANGES IN GENERAL ECONOMIC OR
INDUSTRY CONDITIONS. NEITHER BIG FLOWER'S AUDITORS NOR ANY OTHER INDEPENDENT
ACCOUNTANTS HAVE COMPILED, EXAMINED OR PERFORMED ANY PROCEDURES WITH RESPECT TO
THESE ESTIMATES, NOR HAVE THEY EXPRESSED ANY OPINION OR ANY OTHER FORM OF
ASSURANCE ON THIS INFORMATION OR ITS ACHIEVABILITY, AND ASSUME NO RESPONSIBILITY
FOR, AND DISCLAIM ANY ASSOCIATION WITH, THIS PROSPECTIVE FINANCIAL INFORMATION.



    These estimates do not give effect to the merger and related transactions
and should be read together with "Risk Factors" on page 14 and "Big Flower
Unaudited Pro Forma Financial Information" on page 103.


CONSEQUENCES OF THE MERGER; PLANS FOR BIG FLOWER AFTER THE MERGER

    Immediately following the completion of the merger and the related
recapitalization:


    - all of the common stock of Big Flower will be owned, directly or
      indirectly, by Thomas H. Lee Equity Fund IV, Evercore Capital Partners and
      the members of management retaining shares of Big Flower common stock in
      the merger, who will own approximately 64.3%, 16.7% and 19.0% of such
      stock, respectively,



    - no current stockholders of Big Flower, other than the members of
      management retaining shares of Big Flower common stock or options to
      purchase those shares in the merger, will participate in Big Flower's
      future earnings and growth other than the right to receive dividends on,
      and the


                                       58
<PAGE>

      liquidation value of, the PIK preferred stock and the right to buy Big
      Flower common stock under the terms to the warrants if the warrants become
      exercisable,



    - Thomas H. Lee Equity Fund IV, Evercore Capital Partners and the members of
      management retaining shares of Big Flower common stock or options to
      purchase those shares in the merger will have the opportunity to benefit
      from any earnings and growth of Big Flower, and will bear the risk of any
      decrease in Big Flower's value as well as the increased leverage of Big
      Flower,



    - Big Flower will incur a significant amount of additional debt,



    - Big Flower's common stock will no longer be traded on the NYSE, price
      quotations will no longer be available and the registration of Big Flower
      common stock under the Securities Exchange Act of 1934 will be terminated,



    - the PIK preferred stock and the warrants will be registered under the
      Securities Act of 1933, but Big Flower does not expect the PIK preferred
      stock or warrants to be listed on any national securities exchange or any
      inter-dealer quotation system,



    - the board of directors of Big Flower after the merger is expected to be
      comprised of R. Theodore Ammon, Edward T. Reilly, Thomas H. Lee, Anthony
      J. DiNovi, Scott M. Sperling, Roger C. Altman, Austin M. Beutner and two
      additional persons to be determined by Thomas H. Lee Equity Fund IV, with
      Evercore Capital Partners and R. Theodore Ammon consenting to those two
      additional persons, and



    - executive officers of Big Flower, including the chairman of the board, the
      chief executive officer and the chief financial officer, will be the
      executive officers of Big Flower following the merger.


    Following the completion of the merger, Thomas H. Lee Equity Fund IV and
Evercore Capital Partners expect that the business and operations of Big Flower
will be continued substantially as they are currently being conducted. The board
of directors and management of Big Flower following the merger will, however,
continue to evaluate Big Flower's business, operations, corporate structure and
organization and will make changes as they deem appropriate.

CONFLICTS OF INTEREST OF CERTAIN MEMBERS OF THE BIG FLOWER BOARD OF DIRECTORS
AND MANAGEMENT


    When you consider the recommendations of the Big Flower board of directors,
you should be aware that the members of management retaining shares of Big
Flower common stock or options to purchase those shares in the merger, including
Messrs. Ammon and Reilly, may have interests in the merger that are different
from your interests. These interests may create potential conflicts of interest.
The Big Flower board of directors was aware of these interests when it approved
the merger agreement. Messrs. Ammon and Reilly did not participate in the
discussions of the board of directors regarding the merger and related
recapitalization and abstained from voting on the approval by the board of the
merger agreement.


    EQUITY INVESTMENT


    In the recapitalization that will occur at the same time as the completion
of the merger, some of the shares of Big Flower common stock will be retained by
members of management in the merger. Some of the stock options to acquire shares
of Big Flower common stock may be retained by those holders or may be exchanged,
in whole or in part, for equity interests in Big Flower or for interests in the
investment instrument. It is currently expected that following the merger, the
members of management who retain shares of Big Flower common stock in the merger
will hold approximately 19.0% of Big Flower's remaining common stock.


                                       59
<PAGE>

    The following table sets forth the investments in Big Flower that we assume
employees and members of management will retain in the merger. The investments
will consist of retained shares of common stock and/or existing options to
acquire common stock that they currently hold. Shares of Big Flower common stock
have been valued at $35.25 for the purpose of the table. Each existing option to
acquire common stock has been valued at the difference between $35.25 and the
exercise price of the option, multiplied by the number of shares of Big Flower
common stock subject to the option.



<TABLE>
<CAPTION>
                                                                                DOLLAR VALUE OF
                                                                NUMBER OF       EXISTING SHARES   DOLLAR VALUE OF
                                                             EXISTING SHARES          OF             EXISTING
                                                             OF COMMON STOCK    COMMON STOCK TO       OPTIONS
                                                             TO BE RETAINED       BE RETAINED     TO BE RETAINED
                                                              IN BIG FLOWER      IN BIG FLOWER     IN BIG FLOWER
NAME(1)                                                       IN THE MERGER      IN THE MERGER     IN THE MERGER
- ----------------------------------------------------------  -----------------  -----------------  ---------------
<S>                                                         <C>                <C>                <C>
R. Theodore Ammon.........................................          -             $    -            $    -
Edward T. Reilly..........................................          -                  -                 -
Mark A. Angelson..........................................          -                  -                 -
Richard L. Ritchie........................................          -                  -                 -
Employees of Big Flower (- employees)(excluding executive
  officers)...............................................          -                  -                 -
Employees of TC Advertising and subsidiaries
  (- employees)...........................................          -                  -                 -
Employees of Webcraft and subsidiaries
  (- employees)...........................................          -                  -                 -
Employees of Laser Tech Color and subsidiaries
  (- employees)...........................................          -                  -                 -
Employees of Columbine JDS and subsidiaries
  (- employees)...........................................          -                  -                 -
Employees of other Big Flower subsidiaries
  (- employees)...........................................          -                  -                 -
                                                            -----------------  -----------------  ---------------
        Total.............................................          -             $    -            $    -
                                                            -----------------  -----------------  ---------------
                                                            -----------------  -----------------  ---------------
</TABLE>


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

(1)  The members of management who will be retaining shares of Big Flower common
     stock or options to purchase Big Flower shares, in each case in the merger,
     and the number of shares and/or options each such person will retain are
     still being finalized and will be completed upon the earlier of September
     24, 1999 and the date, if any, on which Amendment No. 2 to the Registration
     Statement on Form S-4 of which this proxy statement/prospectus is a part is
     filed with the Securities and Exchange Commission.



    As of the record date for the Big Flower meeting, the members of management
retaining shares of Big Flower common stock or options to purchase those shares,
in each case in the merger, beneficially owned a total of   -  shares of Big
Flower common stock, including shares which they may acquire within 60 days upon
exercise of stock options, or approximately   -  % of the shares of Big Flower
common stock outstanding on that date. Appendix E to this document includes
information relating to transactions since May 17, 1999 involving Big Flower
common stock effected by or on behalf of Thomas H. Lee Equity Fund IV, Evercore
Capital Partners, Big Flower and any directors and executive officers of Big
Flower who are retaining shares of common stock or options to purchase those
shares, in each case in the merger.


    ARRANGEMENTS WITH THOMAS H. LEE COMPANY AND EVERCORE CAPITAL PARTNERS


    We expect that Thomas H. Lee Equity Fund IV and Evercore Capital Partners
will enter into an agreement before the merger with respect to various
pre-merger matters, including their relative entitlements to receive (1) a share
of the termination fee if the merger does not occur in circumstances which
trigger the payment of this fee and (2) payment for their out-of pocket fees and
expenses if the merger does not occur in circumstances which trigger the payment
of these fees and expenses up to a cap of $10 million. For more information
regarding the consequences of the merger not occurring, see "The Merger
Agreement--Termination and Effects of Termination" on page 93.



    We expect that Big Flower will enter into a management agreement with Thomas
H. Lee Company, Evercore Capital Partners or their respective affiliates under
which Thomas H. Lee Company, Evercore Capital Partners or their respective
affiliates will provide consulting and management advisory services to Big
Flower following the merger. In return for those services, Thomas H. Lee Company
or its affiliates will receive an annual management fee of $1.0 million,


                                       60
<PAGE>
payable monthly, and Evercore Advisors Inc. will receive an annual management
fee of $250,000, payable monthly.

    AGREEMENTS RELATING TO EQUITY IN BIG FLOWER FOLLOWING THE MERGER


    Mr. Ammon has consented to Big Flower's inclusion of a reference in the
merger agreement to his retention of two million shares of Big Flower common
stock in the merger and has understandings with Thomas H. Lee Company and
Evercore Capital Partners with respect to certain governance and shareholders'
issues following the merger. The parties expect to formalize these
understandings in a written shareholders agreement, which is intended to confer
rights consistent with Big Flower's accounting for the merger as a
recapitalization. Although the terms of the shareholders agreement have not yet
been finalized and reduced to writing, it is expected that they will, among
other things,



    - restrict transfers of the shares of Big Flower common stock by Evercore
      Capital Partners and Mr. Ammon prior to an initial public offering,



    - permit Thomas H. Lee Equity Fund IV, Evercore Capital Partners and Mr.
      Ammon to purchase equity securities proposed to be issued by Big Flower on
      a preemptive basis,



    - require Evercore Capital Partners and Mr. Ammon to sell shares of Big
      Flower common stock in some circumstances should Thomas H. Lee Equity Fund
      IV choose to sell any shares of Big Flower common stock owned by it,



    - permit Evercore Capital Partners and Mr. Ammon to participate in some
      sales of shares of Big Flower common stock by Thomas H. Lee Equity Fund
      IV, and



    - provide for registration rights on customary terms.



    It is also expected that the shareholders agreement will provide Thomas H.
Lee Equity Fund IV the right to appoint, subject to a limited right of approval
of Evercore Capital Partners and Mr. Ammon, a majority of the members of the
board of directors of Big Flower.


    TREATMENT OF STOCK OPTIONS

    In the merger, all outstanding and unexercised Big Flower stock options,
whether vested or unvested, will be treated as follows, unless the optionholders
and BFH Merger Corp. agree otherwise and, in limited circumstances, Big Flower
consents to this agreement:


    - an optionholder and BFH Merger Corp. may agree to treat a portion of an
      option as a retained option which will continue to remain outstanding and
      will remain subject to all terms and conditions which were applicable to
      that option immediately prior to the merger, except that such option will
      become fully vested and exercisable for common stock of Big Flower
      following the merger, and



    - the remaining portion of the option will be designated as an exchanged
      option and will be cancelled in exchange for the right to receive from Big
      Flower the same merger consideration, including cash, PIK preferred stock
      and warrants, received by Big Flower stockholders per share of Big Flower
      common stock, in each case multiplied by:



       - - a fraction where the numerator is the "spread" of the option (I.E.,
           the excess, if any, of $35.25 over the exercise price of that option)
           and the denominator is $35.25, and



       - - the number of shares of Big Flower common stock subject to that
           portion of the option.



    The merger agreement currently provides that each option has been designated
as an exchanged option. However, until either September 24, 1999 or, if earlier,
the date, if any, on which this proxy


                                       61
<PAGE>

statement/prospectus is refiled with the Securities and Exchange Commission, BFH
Merger Corp. and that optionholder may agree:



    - to change the number of that optionholder's options which will be retained
      and exchanged as described above, and



    - to treat that optionholder's options differently than described above,
      which amendment will require Big Flower's consent, not to be unreasonably
      withheld.


    This document assumes that all options will become retained options,
although an agreement to treat options in this manner has not been reached
between BFH Merger Corp. and optionholders.

    SEVERANCE AGREEMENTS


    Big Flower has severance agreements with its executive officers and other
key employees. Generally, these agreements provide that if the employment of any
of these employees is terminated under specified circumstances within 12 months
after a change of control, the employee will be entitled to receive various
benefits. The completion of the merger may constitute a change of control for
purposes of these agreements. However, Big Flower does not expect to terminate
the employment of any of these employees in connection with the merger. The
benefits, which vary depending on the employee, include:



    - a cash payment equal to up to three times the current base salary and
      highest bonus received in the previous three years,



    - the immediate vesting and exercisability of all outstanding equity
      incentive awards, including stock options,



    - the right to receive a cash payment equal to the spread on all outstanding
      stock options,



    - a cash payment with respect to foregone fringe benefits,



    - additional service credit for purposes of the supplemental retirement
      benefit, and


    - the payment by Big Flower of the amount necessary, if any, to offset the
      effects of any excise tax imposed under Section 4999 of the Internal
      Revenue Code of 1986.


    We estimate the cash payments which Big Flower would be required to pay
under the severance agreements to each of its executive officers upon
termination of their employment by Big Flower without cause or by the executive
officers for good reason, or in the case of Mark A. Angelson, in the event that
he terminates employment with Big Flower, following a change of control are
estimated by Big Flower to be as follows: R. Theodore Ammon, $7.2 million;
Edward T. Reilly, $3.6 million; Mark A. Angelson, $2.3 million; and Richard L.
Ritchie, $1.8 million.


ACCOUNTING TREATMENT

    Big Flower will account for the merger as a recapitalization because current
management retaining shares of Big Flower common stock in the merger will have a
significant continuing interest in Big Flower common stock following the merger.
As a result, the merger will have no impact on the historical basis of Big
Flower's assets and liabilities.

SOURCE AND AMOUNT OF FUNDS

    EQUITY COMMITMENTS

    Thomas H. Lee Equity Fund IV and Evercore Capital Partners have committed to
contribute an aggregate of up to $390 million to BFH Merger Corp. as part of the
merger and related transactions. This amount will be reduced by the value
attributed to the shares of Big Flower common stock and

                                       62
<PAGE>

options to purchase those shares which will be retained by members of management
in the merger. Up to $60 million of this equity commitment may be represented by
the investment instrument described below.


    The commitments of each of Thomas H. Lee Equity Fund IV and Evercore Capital
Partners are as follows (in millions):

<TABLE>
<CAPTION>
EQUITY INVESTORS                                                                    COMMITMENT
- --------------------------------------------------------------------------------  ---------------
<S>                                                                               <C>
Thomas H. Lee Equity Fund IV....................................................     $     325
Evercore Capital Partners.......................................................     $      65
                                                                                         -----
Total...........................................................................     $     390
                                                                                         -----
                                                                                         -----
</TABLE>

    The commitments of each of Thomas H. Lee Equity Fund IV and Evercore Capital
Partners are subject to the execution of documentation customary in financings
of this type.


    The merger agreement provides that BFH Merger Corp. may replace up to $60
million of its equity commitment with a cash contribution of that sum to an
investment instrument. The exact terms of the investment instrument have not
been determined. However, the merger agreement provides that BFH Merger Corp.
may establish the terms of an investment instrument. The investment instrument
could take the form of redeemable capital stock of Big Flower, prepaid forward
contracts, or some other securities, instruments or arrangements. One possible
arrangement is the establishment of an entity to be funded by (1) a cash
contribution by BFH Merger Corp. or its affiliates and (2) subject to Big
Flower's existing agreements, a contribution by Big Flower of assets identified
by BFH Merger Corp., in each case in exchange for equity interests in that
entity. The merger agreement provides that any investment instrument can have an
interest or dividend rate of no more than 10% and that any investment instrument
can have a call on the assets of Big Flower, equal to no more than $60 million,
increasing at a rate of 10% per annum, compounded semi-annually. It is expected
that the investment instrument will involve Big Flower's Internet-related
assets.


    DEBT FINANCINGS


    GENERAL.  Big Flower and Big Flower Press expect to enter into debt
financing arrangements at the time of the merger aggregating approximately $870
million. The arrangements are expected to consist of:


    - $470 million of senior bank financing; and

    - $400 million of high yield financing.


    Big Flower Press expects to enter into the senior bank financing and will be
the primary borrower. Big Flower Press may request that its wholly-owned foreign
subsidiaries be borrowers also.



    Big Flower expects to consummate a high yield financing. We expect that the
high yield financing will take the form of high yield debt securities. If Big
Flower cannot consummate the issuance and sale of the high yield debt securities
at the time of the merger, Big Flower expects to enter into a bridge loan for
which it has a commitment. The bridge loan would be expected to be on terms less
favorable to Big Flower than the terms of the high yield debt securities. Also,
the bridge loan would initially be expected to bear interest at a rate in excess
of the expected interest rate on the high yield debt securities, and the rate
would increase over time.



    We anticipate that the full proceeds of the high yield financing, together
with a portion of the proceeds of the senior bank financing and the proceeds of
the equity commitments of Thomas H. Lee Equity Fund IV and Evercore Capital
Partners, will be used:



    - to finance the cash consideration payable in the merger to the holders of
      Big Flower common stock and options to purchase Big Flower common stock,
      other than shares and options in Big


                                       63
<PAGE>

      Flower which are retained by members of management in the merger, and the
      QUIPS holders who elect to convert their QUIPS into Big Flower common
      stock,



    - to refinance some of Big Flower's outstanding debt, including debt under
      Big Flower Press' existing senior bank facility, and to pay related fees
      and expenses of the merger and related transactions, and


    - to provide for Big Flower's and its subsidiaries' working capital and
      general corporate requirements after the merger.


    Based on the June 30, 1999 pro forma balance sheet, we expect that
approximately $100 million of the senior bank financing would not be borrowed
immediately, but would be used as needed to satisfy the working capital and
general corporate requirements of Big Flower after the merger.


    On June 28, 1999, BFH Merger Corp. received commitment letters on behalf of
Big Flower Press to provide the senior bank financing and on behalf of Big
Flower to provide a bridge loan relating to the high yield financing. The
commitments are subject to customary conditions, including the negotiation,
execution and delivery of definitive documentation with respect to the
financings contemplated by the commitments.

    In addition to the new debt financing, Big Flower Press' existing $600
million of senior subordinated notes will remain outstanding after the merger.

    These debt financing arrangements assume the conversion of all outstanding
QUIPS into Big Flower common stock prior to the merger. However, the QUIPS
holders could decide not to convert their QUIPS or could exercise their
conversion rights after the merger. If the QUIPS holders convert their QUIPS
after the merger, they would receive the same consideration they would have
received had they exercised their conversion rights prior to the merger, except
that the PIK preferred stock would not have started accruing dividends until the
QUIPS holder has actually exercised its conversion right.

    THE SENIOR BANK FINANCING.


    SUMMARY.  We expect the senior bank financing to consist of:



    - a $200 million term loan facility, and


    - a $270 million revolving credit facility.


    AGENTS.  The Chase Manhattan Bank will act as administrative agent for the
syndicate of lenders providing the senior bank financing. Bankers Trust Company
or an affiliate will act as syndication agent for the bank facilities and
NationsBank, N.A. or an affiliate will act as documentation agent.


    FEES.  In its capacity as administrative agent, Chase will receive a
standard annual administrative fee. The revolving credit facility will include a
sub-limit for the issuance of letters of credit. In its capacity as issuing bank
of any letters of credit, Chase will receive a standard fronting fee equal to a
specified percentage per annum of the undrawn face amount of the letters of
credit. Big Flower Press will also pay to the lenders a commitment fee equal to
0.5% per annum of the undrawn portion of each lender's commitment from time to
time.


    INTEREST.  Borrowings made under the revolving credit facility will bear
interest at a rate equal to, at Big Flower Press' option, a eurodollar rate
(LIBOR) plus 2.25%, or the base rate plus 1.25%. Borrowings made under the term
loan facility will bear interest at a rate equal to, at Big Flower Press'
option, a eurodollar rate (LIBOR) plus 2.50% or the base rate plus 1.50%. The
base rate is a fluctuating interest rate equal to the higher of (1) the rate of
interest announced publicly by the administrative agent as its prime commercial
lending rate and (2) a rate equal to one-half of 1% per annum above the Federal
Funds Effective Rate, as published by the Federal Reserve Bank of New York.


                                       64
<PAGE>

    Base rate interest will be payable quarterly in arrears. Eurodollar rate
interest will be payable in arrears at the earlier of the end of (1) the
applicable interest period or (2) each quarter. Eurodollar rate borrowings are
available in 1-, 2-, 3- or 6-month interest periods.


    The eurodollar rate and base rate margins and the commitment fees will be
subject to reductions, based on various tests of Big Flower Press' financial
performance. The eurodollar rate and base rate margins will be subject to an
increase of 0.25% based on the credit rating of the senior bank financing.


    MATURITY.  The revolving credit facility matures six years after funding.
The term loan facility matures eight years after funding, PROVIDED THAT the
maturity date will be March 31, 2007 if a refinancing of some existing
subordinated debt does not occur on specified terms by March 31, 2007.


    The term loan facility will amortize in quarterly installments of $250,000
starting six months from funding and ending seven years from funding, and
thereafter will amortize in equal quarterly installments through maturity.


    GUARANTEES AND SECURITY.  The obligations of Big Flower Press and the
subsidiary borrowers, if any, under, the senior bank financing credit agreement
will be guaranteed by Big Flower and each of its domestic subsidiaries other
than Big Flower Press, and the obligations of the borrowers and the guarantors
will be secured by substantially all assets of the borrowers and the guarantors.
The obligations of foreign subsidiary borrowers, if any, under the senior bank
financing credit agreement may also be guaranteed by and secured by the assets
of their respective subsidiaries on a basis to be determined.



    CREDIT AGREEMENT.  We expect that the senior bank financing credit agreement
will contain customary covenants of Big Flower and its subsidiaries, other than
certain unrestricted subsidiaries on a basis to be agreed. Restrictions which
would be expected are restrictions on:



    - debt,



    - the sale of some assets,


    - sale/leaseback transactions and lease payments,

    - changes in business,

    - issuances of stock,


    - some mergers, acquisitions, joint ventures, partnerships and other
      business combinations,



    - voluntary prepayment of some debt,


    - transactions with affiliates and formation of subsidiaries,

    - capital expenditures,

    - liens,

    - loans and investments, and


    - subject to some exceptions, the payment of dividends to, or the repurchase
      or redemption of stock from, shareholders.



    The senior bank financing credit agreement would also include financial
covenants, such as requirements to maintain certain levels of interest coverage
and debt to EBITDA.



    The terms of the senior bank financing credit agreement provide that,
subject to applicable grace periods in some circumstances, Big Flower Press
would be in default if principal or interest was not paid when due under the
credit agreement or, upon the non-fulfillment of the covenants described above,
on some changes in control of the ownership of Big Flower Press or various other
defaults, including bankruptcy, cross defaults, and invalidity of security and
guarantees. If a default occurs, the senior bank financing lenders would be
entitled to take all actions permitted to be taken by a secured


                                       65
<PAGE>

creditor under the Uniform Commercial Code and to accelerate the amounts due
under the senior bank financing credit agreement and may require all of those
amounts to be immediately paid in full.



    Subject to customary exceptions, loans under the term loan facility will
have to be prepaid, as follows:



    - with 50% of the annual excess cash flow, which will be defined in the
      senior bank financing credit agreement and will be subject to limits to be
      specified in the credit agreement,



    - with 50% of the net cash proceeds from some equity issuances by, or
      capital contributions to, Big Flower and its subsidiaries, and



    - with 100% of the net cash proceeds of some asset sales, some insurance and
      condemnation proceeds and some debt issuances of Big Flower and its
      subsidiaries.


    Big Flower Press will be permitted to own, create or acquire subsidiaries
designated as "unrestricted subsidiaries" in some circumstances. These
unrestricted subsidiaries will not provide guarantees or collateral security or
be subject generally to the covenants contained in the loan documentation.

    THE HIGH YIELD FINANCING


    SUMMARY.  We expect that the high yield financing will consist of:



    - a $400 million offering of Big Flower high yield notes, or



    - a $400 million unsecured bridge loan financing of Big Flower that we will
      replace with debt securities substantially similar to the high yield notes
      as soon as practicable after the merger.


    Big Flower will utilize the bridge loan financing if the high yield notes
are not issued at the time of the merger.

    High Yield Notes


    INTEREST, MATURITY.  We expect that the high yield notes will have an
interest rate, maturity date and other financial terms based on market
conditions at the time of issuance.


    INITIAL PURCHASERS, AGENTS.  On behalf of Big Flower, BFH Merger Corp. has
engaged Deutsche Bank Securities Inc., Chase Securities Inc. and Bank of America
Securities LLC to act as underwriters, placement agents or initial purchasers
for the high yield notes.


    REGISTRATION.  We expect that the high yield notes will be issued in a
transaction which is not a public offering but which anticipates resales under
Rule 144A of the Securities Act of 1933 to qualified institutional buyers and
non-U.S. persons. Accordingly, we do not expect that they will be registered
under the Securities Act of 1933 upon their original issuance, but we expect
that they will have registration rights.



    INDENTURE.  We expect that the high yield notes indenture will contain
customary covenants that will restrict, among other things, the ability of Big
Flower and some of its subsidiaries to:



    - incur additional debt,



    - pay dividends or make some other restricted payments,


    - incur liens,


    - apply net proceeds from some asset sales,


    - merge or consolidate with any other person, or sell, assign, transfer,
      lease, convey or otherwise dispose of substantially all of the assets of
      Big Flower, or


    - enter into various transactions with affiliates.



    We also expect that the high yield notes indenture will contain events of
default which are customary for transactions of this type.


                                       66
<PAGE>
    Bridge Loan Financing


    FUNDING.  The bridge loan financing would be funded in a principal amount of
up to $400 million if Big Flower does not issue the high yield notes at the time
of the merger.


    SECURITY.  The bridge loan financing would be unsecured.

    FEES.  Big Flower would pay customary fees.


    MATURITY.  The bridge loan financing would mature on the earlier of (1) one
year after funding, and (2) the closing date of any permanent refinancing of the
bridge loan financing.



    CONVERSION OF BRIDGE LOAN FINANCING INTO TERM LOAN AND/OR LONG-TERM
NOTES.  If Big Flower fails to refinance the bridge loan financing in full by
one year after funding, it would be converted to a term loan maturing in ten
years. This loan would bear interest at the then prevailing market rates for
loans of that type, and would be evidenced by a loan agreement with terms no
less favorable than those of the bridge loan.


    At any time after this conversion date, upon 30 days' notice to Big Flower,
the bridge lenders may at their option require that Big Flower exchange the term
loan for long-term notes. These would have similar terms and conditions to high
yield debt securities issued for cash in the then prevailing financial markets.


    Big Flower does not expect to register these long-term notes upon their
initial issuance to the bridge lenders, relying on a private placement exemption
under the Securities Act of 1933. With respect to subsequent resales of these
long-term notes, we expect that the holders would have registration rights or
could resell the securities under Rule 144A of the Securities Act of 1933 or
another available exemption from registration.



    We expect that these long-term notes and the term loan would be mandatorily
redeemable or repayable on the same terms as the bridge loan financing, and
optionally redeemable or repayable, as applicable, at declining premiums, on
terms customary for high yield debt securities.


EFFECT OF THE MERGER ON BIG FLOWER CAPITAL STOCK


    The Big Flower common stock is currently listed on the NYSE. Following the
completion of the merger, Big Flower's common stock will no longer be traded on
the NYSE, price quotations will no longer be available and the registration of
Big Flower common stock under the Exchange Act will be terminated. In addition,
following the completion of the merger, neither the PIK preferred stock, the
warrants nor any other class or series of Big Flower capital stock will be
listed on the NYSE or any other national securities exchange and will not be
quoted on the NASDAQ Stock Market, Inc. Big Flower will, however, remain subject
to the reporting requirements of Section 13 or 15(d) of the Exchange Act in
respect of the PIK preferred stock, the warrants and, to the extent that any
QUIPS remain outstanding after the merger, the QUIPS following completion of the
merger. Big Flower Press will also remain subject to those reporting
requirements in respect of its existing $600 million of senior subordinated
notes. Holders of the QUIPS who exercise their conversion rights after the
merger will be entitled to receive the same merger consideration as holders of
Big Flower common stock prior to the merger.


REGULATORY MATTERS


    Big Flower and BFH Merger Corp. cannot complete the merger until
notification and information related to their respective businesses has been
provided to the Federal Trade Commission and the Department of Justice and the
specified waiting period requirements under the Hart-Scott-Rodino Antitrust
Improvements Act of 1976 have been satisfied. The required notification and
report forms were filed with the Federal Trade Commission and the Department of
Justice on   -  , 1999. The waiting period for antitrust review by the
regulatory authorities expires on   -  , 1999 unless the


                                       67
<PAGE>
regulatory authorities grant early termination, which early termination has been
requested by both Big Flower and BFH Merger Corp. This period may be extended by
the regulatory authorities if they request additional information.

FEES AND EXPENSES OF THE MERGER


    Big Flower's estimated fees and expenses for the merger are as follows:


<TABLE>
<CAPTION>
DESCRIPTION                                                                APPROXIMATE AMOUNT
- -------------------------------------------------------------------------  -------------------
<S>                                                                        <C>
Advisory fees and expenses...............................................    $
Debt financing fees and expenses.........................................
Legal fees and expenses..................................................
Transaction fees and expenses............................................
Accounting fees and expenses.............................................
Printing and mailing costs...............................................
Miscellaneous expenses...................................................
                                                                           -------------------
    Total................................................................    $    84,000,000
                                                                           -------------------
                                                                           -------------------
</TABLE>


    To Big Flower's knowledge, no such fees and expenses are being paid to Big
Flower's affiliates.



LITIGATION CHALLENGING THE MERGER



    Seven lawsuits were filed individually and as class actions by stockholders
in the Delaware Court of Chancery seeking to enjoin the consummation of or
rescind the merger or, in the alternative, to recover monetary damages. On July
21, 1999 the lawsuits were consolidated into one action, and on August 13, 1999
an amended complaint was filed in the consolidated action. The amended complaint
names as defendants Big Flower and all of its directors. The amended complaint
alleges in general that the Big Flower directors breached their fiduciary duties
by approving the merger at a price that is inadequate and unfair to Big Flower's
stockholders. In addition, the amended complaint alleges that certain members of
management have conflicts of interest that have prevented them from acting in
the best interests of Big Flower's stockholders. The defendants believe that the
claims are entirely without merit and intend to vigorously contest the claims.


                                       68
<PAGE>
                                 CAPITALIZATION


    The following table shows Big Flower's actual capitalization as of June 30,
1999 and as adjusted for acquisitions completed subsequently and for the merger
and related recapitalization. The following table assumes that all of the
options to purchase Big Flower common stock are retained by all current holders
of those options and that the QUIPS have been converted into Big Flower common
stock prior to the merger. You should read this table along with the sections of
this document entitled "Special Factors" on page 27 , "Big Flower Unaudited Pro
Forma Financial Information" on page 103 and the consolidated financial
statements of Big Flower and related notes, which are incorporated by reference
in this proxy statement/prospectus.



<TABLE>
<CAPTION>
                                                                       AS OF JUNE 30, 1999
                                                                       --------------------
                                                                                     AS
                                                                        ACTUAL    ADJUSTED
                                                                       ---------  ---------
                                                                          (IN THOUSANDS)
<S>                                                                    <C>        <C>
Debt (including current portion)(1)(2):
  Revolving credit facility..........................................  $ 235,231
  New revolving credit facility......................................             $ 172,340
  New term loan facility.............................................               200,000
  8 7/8% senior subordinated notes due 2007..........................    350,104    350,104
  8 5/8% senior subordinated notes due 2008..........................    250,000    250,000
  New high yield notes...............................................               400,000
  Other notes payable................................................     24,741      7,352
                                                                       ---------  ---------
    Total Debt.......................................................    860,076  1,379,796
QUIPS................................................................    114,070
Investment instrument................................................                60,000
PIK preferred stock..................................................               114,732
Stockholders' equity (deficit).......................................    163,787   (321,694)
                                                                       ---------  ---------
                                                                       $1,137,933 $1,232,834
                                                                       ---------  ---------
                                                                       ---------  ---------
</TABLE>


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


(1) Excludes off-balance sheet borrowings of $86.6 million under Big Flower's
    accounts receivable securitization facility.



(2) At June 30, 1999, Big Flower had available borrowing capacity of $286.5
    million under its revolving credit facility and $63.4 million under its
    accounts receivable securitization facility. On a pro forma basis, Big
    Flower would have had available borrowing capacity of $89.3 million under
    the new revolving credit facility as well as the $63.4 million available
    under its accounts receivable securitization facility.


                                       69
<PAGE>
                                SOURCES AND USES


    The following table summarizes the proposed sources and uses of funds in
connection with the merger and the related recapitalization. For more
information on the capitalization of Big Flower, see "Capitalization" on page
69; for more detailed financial information regarding Big Flower, see "Big
Flower Unaudited Pro Forma Financial Information" on page 103; and for more
information regarding Big Flower's plans to raise and use funds involved in the
recapitalization, see "Special Factors--Source and Amount of Funds" on page 62.



<TABLE>
<CAPTION>
                                                                                                          (IN
                                                                                                      THOUSANDS)
                                                                                                     -------------
<S>                                                                                                  <C>
SOURCES
  New revolving credit facility....................................................................   $   172,340
  New term loan facility...........................................................................       200,000
  New high yield notes.............................................................................       400,000
  Issuance of PIK preferred stock..................................................................       114,732
  Issuance of investment instrument................................................................        60,000
  Cash investment in common stock by BFH Merger Corp...............................................       203,056
                                                                                                     -------------
    Total..........................................................................................   $ 1,150,128
                                                                                                     -------------
                                                                                                     -------------

USES
  Repurchase of common shares ($537.5 million in cash and $94.1 million in PIK preferred stock and
    warrants)......................................................................................   $   631,559
  Repurchase of common shares resulting from conversion of QUIPS ($118.1 million in cash and $20.7
    million in PIK preferred stock and warrants)...................................................       138,784
  Repayment of revolving credit facility (balance outstanding at 6/30/99 as adjusted for
    acquisitions completed subsequently)...........................................................       276,148
  Repayment of other notes payable (balance outstanding at 6/30/99)................................        17,500
  Payment of accrued interest (balance outstanding at 6/30/99).....................................           701
  Payment of accrued preferred dividends of a subsidiary trust (balance outstanding at 6/30/99)....         1,436
  Transaction expenses.............................................................................        84,000
                                                                                                     -------------
    Total..........................................................................................   $ 1,150,128
                                                                                                     -------------
                                                                                                     -------------
</TABLE>


The sources and uses of funds assume the following:


    (1) Payment of the merger consideration for shares of Big Flower common
       stock outstanding at June 30, 1999 less shares of Big Flower common stock
       retained by members of management in the merger.



    (2) Conversion of all QUIPS into 3,937,144 shares of Big Flower common
       stock, calculated as 2.27 million QUIPS currently outstanding at a
       conversion rate of 1.7344 shares of Big Flower common stock for each
       QUIPS outstanding, and the payment of the merger consideration for all of
       those shares.


    (3) Equity investment of $390.0 million consisting of

       - $60.0 million of value attributed to an investment instrument,


       - $126.9 million of value attributed to shares of Big Flower common stock
         and options to purchase such shares retained by the members of
         management and those option holders in the merger, and



       - $203.1 million in cash.


    (4) Issuance by Big Flower of $400.0 million of new high yield notes.

    (5) Big Flower Press' entering into a $200.0 million term loan facility with
       revolving credit facility borrowings for the balance of cash needs.


    (6) Repayment of the existing revolving credit facility, as adjusted to
       include funds paid in connection with acquisitions completed in July and
       August 1999.



    (7) Repayment of notes payable other than Big Flower Press' senior
       subordinated notes that are currently outstanding and capital lease
       obligations.


                                       70
<PAGE>
                    DESCRIPTION OF BIG FLOWER CAPITAL STOCK
                              FOLLOWING THE MERGER


    The following description of the material terms of the capital stock of Big
Flower does not purport to be complete and is qualified in its entirety by
reference to Big Flower's restated certificate of incorporation, which is
incorporated in this proxy statement/prospectus by reference as an exhibit to
the registration statement of which this document is a part.


GENERAL

    Following the merger, the authorized capital stock of Big Flower will be
50,000,000 shares of common stock, par value $0.01 per share and 10,000,000
shares of preferred stock, par value $0.01 per share.

BIG FLOWER COMMON STOCK


    The holders of Big Flower common stock following the merger will be entitled
to one vote per share on all matters submitted for action by the stockholders,
including the election of directors, and will be entitled to participate equally
in dividends when and as such dividends may be declared by the Big Flower board
of directors out of funds legally available for those dividends. In the event of
a liquidation, dissolution or winding-up of Big Flower, holders of Big Flower
common stock will have the right to a ratable portion of assets remaining after
satisfaction in full of the prior rights of creditors, including the holders of
Big Flower's debt, all liabilities and the aggregate liquidation preferences of
any outstanding shares of preferred stock, including the PIK preferred stock
discussed below. The holders of Big Flower common stock will have no conversion,
redemption, preemptive or cumulative voting rights. All outstanding shares of
Big Flower common stock will be validly issued, fully paid and non-assessable.



PIK PREFERRED STOCK, WARRANTS AND EXCHANGE DEBENTURES



    In connection with the consummation of the merger, Big Flower will issue up
to a total of 4,574,555 shares of PIK preferred stock, and warrants to purchase
up to 492,721 shares of common stock.


    Each stockholder exchanging his or her shares of Big Flower common stock
will receive as part of the merger consideration:


    - 0.21 of shares of PIK preferred stock, with a liquidation preference of
      $25.00 per share, which is equivalent to $5.25 liquidation preference per
      share of Big Flower common stock that the stockholder owns today, and


    - a warrant to purchase approximately 0.02 of a share of common stock of Big
      Flower following the merger.

    The warrants will initially be attached to the shares of PIK preferred stock
but they will detach from the PIK preferred stock as described in the section
below on the warrants.


    No fractional interests of this PIK preferred stock/warrant package will be
issued, and fractional interests will be cashed out. For more information on the
consideration to be received by holders of Big Flower common stock in the
merger, see "The Merger Agreement--Exchange of Big Flower Common Stock" on page
86. Accordingly, each whole share of PIK preferred stock that is delivered as
part of the merger consideration will have attached warrants to purchase
approximately 0.11 of a share of common stock of Big Flower, subject to receipt
of cash for fractional shares.



    In addition, at the discretion of the board of directors, additional shares
of PIK preferred stock may be issued as "in kind" dividends, as described below.


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    PIK PREFERRED STOCK


    LIQUIDATION PREFERENCE.  Each share of PIK preferred stock will have a
liquidation preference of $25.00. This means that, if Big Flower is liquidated,
dissolved or wound up, each holder of a share of PIK preferred stock will be
entitled to be paid the liquidation preference of $25.00 per share of PIK
preferred stock held plus accumulated and unpaid dividends. As a holder of PIK
preferred stock, you will not be entitled to any further payment.


    If the assets remaining after distribution to holders of debt and other
obligations are insufficient to pay all of the holders of PIK preferred stock,
any remaining assets will be distributed on a proportionate basis to the holders
of PIK preferred stock.


    In a liquidation, holders of PIK preferred stock must be paid before any
holders of Big Flower common stock and other junior securities receive any
payment for their shares.



    RANK.  The PIK preferred stock will rank ahead of Big Flower's common stock.
To the extent that the investment instrument takes the form of capital stock of
Big Flower, the investment instrument will have seniority over the PIK preferred
stock with respect to both the assets that the investment instrument relates and
the proceeds from the sale of these assets, up to a maximum priority of $60
million which amount will increase from the date of the funding of the
investment instrument at a rate of 10% per year, compounded semi-annually.



    While it is not expected that there will be other classes of preferred stock
immediately after the merger, other than if the investment instrument takes the
form of preferred stock, the Big Flower board of directors could, at its
discretion, at any time after the merger authorize the issuance of additional
classes of preferred stock which rank senior to, or equal with, the PIK
preferred stock.



    DIVIDENDS.  Holders of shares of PIK preferred stock issued in the merger
will be entitled to receive dividends that are cumulative and compound
semi-annually from the date of the merger at an annual rate of 10% of the
liquidation preference. Big Flower will determine, in the discretion of its
board of directors, the timing of the actual declaration and payment of
dividends and can pay the PIK preferred stock dividends in additional PIK
preferred stock in lieu of cash at a rate of one share per $25.00 of semi-annual
dividend not paid in cash.



    No dividends can be declared or paid on the common stock or any other junior
securities while accumulated dividends on the PIK preferred stock are unpaid.



    MANDATORY REDEMPTION.  All of the outstanding shares of PIK preferred stock
must be redeemed by Big Flower on December 15, 2012 at the liquidation
preference of $25.00 per share plus accumulated and unpaid dividends to the date
of redemption.


    OPTIONAL REDEMPTION.  Big Flower can redeem the PIK preferred stock as
follows:


    - subject to the "equity clawback" described below, Big Flower cannot redeem
      the PIK preferred stock for the first five years after the merger,



    - during the sixth year after the merger, Big Flower can redeem the PIK
      preferred stock at 102.5% of the liquidation preference plus accumulated
      and unpaid dividends to the date of redemption,



    - during the seventh year after the merger, Big Flower can redeem the PIK
      preferred stock at 101.25% of the liquidation preference plus accumulated
      and unpaid dividends to the date of redemption,



    - during and after the eighth year after the merger, Big Flower can redeem
      the PIK preferred stock at 100% of the liquidation preference plus
      accumulated and unpaid dividends to the date of redemption.


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    EQUITY CLAWBACK.  If there is an initial public offering of Big Flower's
common stock during the first five years after the merger, Big Flower can redeem
up to 100% of the then outstanding shares of PIK preferred stock. The redemption
must be made out of the proceeds of the offering at 102.5% of the liquidation
preference plus accumulated and unpaid dividends to the date of redemption. Big
Flower will have the option of redeeming either 100% or a percentage not greater
than 49.9% of the then outstanding PIK preferred stock. If Big Flower elects to
redeem less than 100%, the redemption will be done on a pro rata basis.



    CHANGE OF CONTROL.  If there is a "change of control" of Big Flower as
described below, the holders can require Big Flower to repurchase the PIK
preferred stock, and Big Flower can redeem up to 100% of the PIK preferred
stock, in each case at 101% of the liquidation preference plus accumulated and
unpaid dividends to the date of redemption. With regard to the redemption,
however, Big Flower will have the option of redeeming either 100% or a
percentage not greater than 49.9% of the then outstanding PIK preferred stock.
If Big Flower elects to redeem less than 100%, the redemption will be done on a
pro rata basis.


    A "change of control" of Big Flower arises if:


    - Thomas H. Lee Equity Fund IV, Evercore Capital Partners, R. Theodore
      Ammon, and their respective affiliates in the aggregate own less than 25%
      of the fully diluted common equity of Big Flower, and



    - another person, entity or group of persons or entities own(s) more than
      50% of the fully diluted common equity of Big Flower.



    COMPANY'S RIGHT OF EXCHANGE.  The PIK preferred stock is exchangeable at Big
Flower's option at any time into an equivalent face amount of junior
subordinated debentures having substantially similar terms to the PIK preferred
stock. The terms of these debentures are described under "Description of Big
Flower Capital Stock Following the Merger--Exchange Debentures" on page 75.


    NO RIGHT OF CONVERSION.  The holders of PIK preferred stock will not have
any conversion rights.

    VOTING RIGHTS.  The holders of PIK preferred stock will have voting rights
in two instances:

    - The first instance will be to elect two directors to Big Flower's board of
      directors if one of the following events occurs:

       - - the default in the payment of three declared semi-annual dividends,


       - - the default under Big Flower's bonds existing at the time of the
           merger or any debt replacements for those bonds,


       - - the bankruptcy of Big Flower, or

       - - Big Flower's failure to redeem the PIK preferred stock as required by
           the terms of the PIK preferred stock.


    If this right is triggered, it must be exercised by the later of: (1) 90
    days after one of these events has occurred, and (2) the expiration of the
    cure period in the applicable debt indenture.


    If the holders of PIK preferred stock elect board members and, subsequently,
    the event that triggered the voting right is remedied, the board members who
    were elected by the holders of the PIK preferred stock will be removed from
    the board.


    - The second instance will be to approve any amendments to the certificate
      of incorporation or bylaws of Big Flower that would adversely affect the
      terms of the PIK preferred stock, including any amendment like that
      effected under the terms of a merger or similar transaction.


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    A vote of holders of the PIK preferred stock will not be required for Big
Flower to increase the authorized amount of PIK preferred stock or to issue
securities which are senior to, equal with, or junior to, the PIK preferred
stock.


    INVESTMENT INSTRUMENT.  Any investment instrument will be secured by, and
will have priority over, the PIK preferred stock in respect of the assets that
the investment instrument relates to, and the proceeds from the sale of these
assets, subject to a maximum priority of $60 million which amount will increase
from the date of the funding of the investment instrument at a rate of 10% per
year, compounded semi-annually. It is expected that the investment instrument
will involve Big Flower's Internet-related assets. Interest or dividends, if
applicable, will be payable on any investment instrument whether or not
dividends have been paid on the PIK preferred stock. In other words, Big Flower
can dispose of any proceeds from the sale of assets which secure the investment
instrument, up to $60 million plus the 10% accrual, whether or not dividends are
paid on the PIK preferred stock.


    WARRANTS

    GENERAL.  The maximum number of warrants that could be issued in the merger
represent, in the aggregate, the right to purchase 5% of the shares of Big
Flower common stock outstanding immediately after the merger assuming the
exercise of these warrants.

    ATTACHMENT TO PIK PREFERRED STOCK.  At the time of the merger, the warrants
will be attached to the shares of PIK preferred stock issued. However, the
warrants will detach from the PIK preferred stock on the earlier of one of three
events:

    - 180 days after the merger,

    - an event that triggers the exercisability of the warrants, as described
      below, and

    - a "change of control", as that term is used in the description of the PIK
      preferred stock above.

    EXERCISABILITY.  You will be able to exercise the warrants after the sale of
Big Flower or an initial public offering of the Big Flower common stock or any
other event which results in a public market in the common stock, unless
prohibited by applicable federal and state securities laws.

    EXERCISE PRICE.  The exercise price for each whole share of common stock
subject to the warrants will be $0.01. This works out to an exercise price of
each individual warrant of approximately $0.0002.

    PROCEDURES FOR EXERCISE.  Subject to the section below on fractional
interests, you can exercise a warrant by surrendering to Big Flower the warrant
certificate evidencing the warrant to be exercised, and delivering a form of
election to purchase that is properly completed and executed as well as the
exercise price for that warrant. You can pay the exercise price in cash or by
certified or official bank check payable to Big Flower. Alternatively, and
subject also to the section below on fractional interests, a holder can exercise
a warrant in a cashless exercise by receiving for each warrant a fraction of a
share of common stock with an aggregate current market value equal to the
difference between the then current market value of that fraction of a share of
common stock and the exercise price of the warrant.


    After a holder has surrendered warrant certificates and paid the exercise
price or made a cashless exercise, Big Flower will deliver or cause to be
delivered, to or upon the written order of the holder, stock certificates
representing the number of whole shares of Big Flower common stock to which the
holder is entitled. If less than all of the warrants evidenced by a warrant
certificate are exercised, a new warrant certificate will be issued for the
remaining number of warrants.


    FRACTIONAL INTERESTS.  No fractional shares of common stock will be issued
upon exercise of the warrants. Big Flower will pay to the holder of a warrant at
the time of exercise an amount in cash

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equal to the current market value of any fractional share of Big Flower common
stock less a corresponding fraction of the exercise price.

    NO VOTING RIGHTS.  The holders of the warrants will have no right to vote on
matters submitted to the stockholders of Big Flower.

    NO DIVIDENDS OR RIGHTS TO SHARE IN ASSETS.  The holders of the warrants will
have no right to receive dividends. Also, the holders of the warrants will not
be entitled to share in the assets of Big Flower if Big Flower is liquidated,
dissolved or wound up. If a bankruptcy or reorganization action is commenced by
or against Big Flower, a bankruptcy court may hold that unexercised warrants are
executory contracts that may be subject to rejection by Big Flower with approval
of the bankruptcy court. If this happened, the holders of warrants may, even if
sufficient funds are available, receive nothing or a lesser amount as a result
of a bankruptcy case than they would be entitled to if they had exercised their
warrants prior to the commencement of the bankruptcy case.

    WARRANT EXPIRATION.  The warrants will expire on December 15, 2012 if they
have not been exercised prior to this date.

    REGISTRATION.  The warrants will be registered under the Securities Act at
the time of the merger. The warrants will have no piggyback registration rights
and the common stock underlying the warrants will have no piggyback registration
rights.

    ADJUSTMENTS.  The number of shares of Big Flower common stock that you can
purchase upon exercise of the warrants and the exercise price will be subject to
customary anti-dilution provisions.

    If Big Flower is subject to a merger, or all or substantially all of Big
Flower's assets are sold, each warrant will be exercisable for the right to
receive the kind and amount of securities, cash, or property to which the holder
would have been entitled if the warrants had been exercised immediately prior to
the merger or sale.


EXCHANGE DEBENTURES



    At any time, Big Flower may exchange not less than all of the then
outstanding shares of PIK preferred stock into an equivalent amount of the 10%
junior subordinated exchange debentures of Big Flower. The only conditions to
Big Flower effecting an exchange of PIK preferred stock for exchange debentures
are:



    - Big Flower having sufficient surplus under Delaware law to permit the
      exchange,



    - that effecting the exchange would not cause a default or an event of
      default under the exchange indenture, and



    - that the exchange indenture has been qualified under the Trust Indenture
      Act of 1939, as amended, if qualification is required at the time of
      exchange.



    PRINCIPAL AMOUNT.  Upon an exchange of PIK preferred stock for exchange
debentures, the holders of the outstanding shares of PIK preferred stock will be
entitled to receive, subject to Big Flower's right to cash-out exchange
debentures with a principal amount of less than $1,000, exchange debentures with
a principal amount equal to the sum of:



    (1) the liquidation preference of the holder's PIK preferred stock exchanged
       for exchange debentures on the exchange date, and



    (2) the amount of all accumulated and unpaid dividends outstanding in
       respect of the holder's PIK preferred stock exchanged for exchange
       debentures on the exchange date.



    MATURITY.  The exchange debentures will mature on December 15, 2012.


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<PAGE>

    INTEREST.  The exchange debentures will bear interest at an annual rate of
10%, compounded semi-annually. Big Flower may, at its option, pay interest on
the exchange debentures either in cash, in additional exchange debentures or a
combination of cash and additional exchange debentures.



    RANKING.  The exchange debentures will be general unsecured debt of Big
Flower and will rank:



    - senior to the QUIPS to the extent that there are QUIPS outstanding on the
      exchange date,



    - junior to all other debt of Big Flower existing as of the effective time
      of the merger, and



    - junior to any investment instrument with respect to the particular assets
      that secure the investment instrument and the proceeds of those particular
      assets.



    OPTIONAL REDEMPTION.  Big Flower may redeem the exchange debentures as
follows:



    - Subject to an IPO redemption, as described below, Big Flower cannot redeem
      the exchange debentures prior to the sixth anniversary of the closing of
      the merger.



    - During the sixth year after the merger, Big Flower can redeem the exchange
      debentures at 102.5% of the principal amount plus accrued and unpaid
      interest to the date of redemption.



    - During the seventh year after the merger, Big Flower can redeem the
      exchange debentures at 101.25% of the principal amount plus accrued and
      unpaid interest to the date of redemption.



    - During and after the eighth year after the merger, Big Flower can redeem
      the exchange debentures at 100% of the principal amount plus accrued and
      unpaid interest to the date of redemption.



    IPO REDEMPTION.  If there is an initial public offering of Big Flower's
common stock during the first five years after the merger, Big Flower can redeem
up to 100% of any exchange debentures then outstanding. Big Flower must make the
redemption out of the proceeds of the offering at 102.5% of the aggregate
principal amount plus accrued and unpaid interest to the date of redemption. Big
Flower may, at its option, redeem either 100% or a percentage not greater than
49.9% of the then outstanding exchange debentures. In the event of a redemption
of less than 100% of the exchange debentures, Big Flower will effect the
redemption on a pro rata basis according to the principal amount of exchange
debentures held by each holder of the exchange debentures.



    CHANGE OF CONTROL.  If there is a change of control of Big Flower, as
described above under "Description of Big Flower Capital Stock Following the
Merger--PIK Preferred Stock, Warrants and Exchange Debentures" the holders of
exchange debentures can require Big Flower to repurchase the exchange
debentures, and Big Flower can redeem 100% or up to 49.9% of the exchange
debentures then outstanding, in each case at 101% of the liquidation preference
plus accrued and unpaid interest to the date of repurchase or redemption. In the
event of a redemption of less than 100% of the exchange debentures, Big Flower
will effect the redemption on a pro rata basis according to the principal amount
of exchange debentures held by each holder of the exchange debentures.



    RESTRICTED PAYMENTS.  We expect the exchange indenture to prohibit Big
Flower and its subsidiaries from, either directly or indirectly:



    - declaring or paying any dividend or making any distribution on account of
      any capital stock of Big Flower, except dividends or distributions in the
      form of additional capital stock,



    - purchasing, redeeming or otherwise acquiring or retiring for value any
      capital stock or any warrants, rights, calls or options exercisable for or
      convertible into any capital stock,



    - permitting any corporation or other entity affiliated with Big Flower to
      purchase or redeem any capital stock or any warrants, rights, calls or
      options, except for payments which are in the form of additional shares of
      capital stock,


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<PAGE>

    - purchasing, redeeming or otherwise acquiring or retiring for value, or
      making any cash interest payment on, any debt of Big Flower that is
      subordinated to the exchange debentures,



unless, at the time of any of the above restricted payments (1) no event of
default, as defined below, has occurred and is continuing or would occur as a
consequence of the restricted payment and (2) all interest due on the exchange
debentures has been paid in cash, or in additional exchange debentures, or a
combination of cash and exchange debentures.



    EVENTS OF DEFAULT.  We expect the exchange indenture to provide that each of
the following constitutes an event of default:



    - Big Flower fails to pay when due the principal of, or any premium, on the
      exchange debentures,



    - Big Flower fails to pay, after 30 days notice of a default, interest on
      the exchange debentures,



    - Big Flower fails to comply with any of its other agreements in the
      exchange indenture or the exchange debentures following 60 days after
      notice to comply is given to Big Flower,



    - Big Flower becomes bankrupt or insolvent,



    - Big Flower fails to purchase the exchange debentures from holders who
      elect to have their exchange debentures purchased after a change of
      control.



    NO RIGHT OF CONVERSION.  The holders of exchange debentures will not have
any conversion rights.



    TRUSTEE.  The trustee under the exchange indenture will be The Bank of New
York.


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                UNITED STATES FEDERAL INCOME TAX CONSIDERATIONS


    The following summary of United States federal income tax consequences of
the merger and the ownership of the PIK preferred stock and warrants represents
the opinion of Sullivan & Cromwell, counsel to Big Flower, and is based upon the
Internal Revenue Code of 1986, as amended, its legislative history, existing and
proposed Treasury regulations, judicial authority and current administrative
rulings and pronouncements of the Internal Revenue Service, all of which are
subject to change, possibly with retroactive effect. The summary does not
address any foreign, state, or local tax consequences of the merger or of the
ownership of the PIK preferred stock and warrants received in the merger.



    The summary assumes that the Big Flower common stock is, and each of the PIK
preferred stock, warrants and warrant shares will be, held as a capital asset.
Moreover, the summary does not address all tax consequences of the merger that
may be relevant to stockholders of Big Flower in light of their particular
circumstances or to some types of stockholders subject to special treatment
under United States federal income tax law, including:


    - tax-exempt entities,

    - insurance companies,

    - financial institutions,

    - members of management of Big Flower retaining shares of common stock in
      the merger,

    - persons who acquired their shares of common stock by exercising employee
      or director stock options or otherwise as compensation,

    - dealers in securities or currencies,

    - traders in securities that elect to mark to market,

    - investors that hold common stock as part of a straddle or a hedging or
      conversion transaction,

    - foreign persons, and

    - investors whose functional currency is not the U.S. dollar.

Furthermore, the summary does not address the tax treatment of persons who
exercise appraisal rights in the merger.

    HOLDERS OF BIG FLOWER COMMON STOCK SHOULD CONSULT THEIR TAX ADVISORS
CONCERNING THE TAX CONSEQUENCES, IN THEIR PARTICULAR CIRCUMSTANCES, UNDER THE
INTERNAL REVENUE CODE AND THE LAWS OF ANY OTHER TAXING JURISDICTION, OF THE
MERGER AND THE OWNERSHIP OF THE PIK PREFERRED STOCK AND WARRANTS RECEIVED IN THE
MERGER.

THE MERGER


    The merger will be a taxable transaction for United States federal income
tax purposes. You will be treated for United States federal income tax purposes
as if you:



    - sold a portion of your Big Flower common stock to Thomas H. Lee Equity
      Fund IV and Evercore Capital Partners for cash,



    - had a portion of your Big Flower common stock redeemed by Big Flower for
      cash, and



    - exchanged a portion of your Big Flower common stock with Big Flower for
      PIK preferred stock and warrants.


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    The percentage of your shares of Big Flower common stock that will be
considered sold to Thomas H. Lee Equity Fund IV and Evercore Capital Partners
for cash should be equal to

    - the aggregate amount of cash contributed to BFH Merger Corp. by Thomas H.
      Lee Equity Fund IV and Evercore Capital Partners, divided by


    - the aggregate amount of cash plus the fair market value on the effective
      date of the merger of the PIK preferred stock and warrants paid to holders
      of Big Flower common stock in the merger.


Your remaining shares of Big Flower common stock will be treated,
proportionately, as having been redeemed by Big Flower for the remaining cash
and exchanged for PIK preferred stock and warrants issued by Big Flower.

    THE SALE OF BIG FLOWER COMMON STOCK TO THOMAS H. LEE EQUITY FUND IV AND
     EVERCORE CAPITAL PARTNERS FOR CASH

    You will recognize capital gain or loss on the deemed sale for cash of your
shares of Big Flower common stock to Thomas H. Lee Equity Fund IV and Evercore
Capital Partners equal to the difference between the amount of cash you are
considered to have received from those investors and your adjusted tax basis in
the shares of Big Flower common stock you are considered to have sold to those
investors. Your gain or loss will be long-term capital gain or loss if at the
time of the sale you have held your Big Flower common stock for more than one
year.

    THE REDEMPTION OF BIG FLOWER COMMON STOCK FOR CASH


    Your shares of Big Flower common stock that are considered to have been
redeemed by Big Flower for cash will be treated as having been sold or exchanged
for cash if the redemption



    - is "substantially disproportionate" or



    - is "not essentially equivalent to a dividend."



In determining whether either of these tests has been met, you must take into
account the shares of stock you actually own and the shares of stock you
constructively own by reason of the constructive ownership rules set forth in
Section 318 of the Internal Revenue Code. Under the constructive ownership
rules, you will be deemed to own any shares of Big Flower stock that are owned,
actually and in some cases constructively, by certain related individuals or
entities and any shares of Big Flower stock that you have a right to acquire by
exercise of an option or by conversion or exchange of a security. Due to the
contingent nature of the warrants that you will receive in the merger, you
should not be deemed on the effective date of the merger to constructively own
the shares of Big Flower common stock that you would receive upon your exercise
of the warrants.


    The deemed purchase of your Big Flower common stock by Big Flower will be
"substantially disproportionate" if, among other things, the percentage of
shares of Big Flower common stock you actually or constructively own immediately
following the merger is less than 80% of the percentage of shares of common
stock you actually and constructively owned immediately prior to the merger.


    The deemed purchase of your Big Flower common stock will be "not essentially
equivalent to a dividend" if the reduction in your proportionate interest in Big
Flower by reason of the merger constitutes a "meaningful reduction" given your
particular facts and circumstances. Depending upon your specific facts and
circumstances, even a small reduction in your proportionate equity interest may
satisfy this test. For example, the IRS has indicated in a published ruling that
any reduction in the percentage interest of a stockholder whose relative stock
interest in a publicly held corporation is minimal (I.E., an interest of less
than 1%) and who exercises no control over corporate affairs should constitute a
"meaningful reduction."


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<PAGE>
    You should consult your tax advisor to determine whether, in your particular
circumstances, the deemed redemption of your Big Flower common stock will be
"substantially disproportionate" or "not essentially equivalent to a dividend."


    If you meet either of the tests listed above for the redemption to be
treated as a sale or exchange of your common stock of Big Flower, you will
recognize capital gain or loss on the redemption of your shares of Big Flower
stock equal to the difference between the amount of cash you are treated as
receiving from Big Flower and your adjusted tax basis in the shares of Big
Flower common stock considered to have been redeemed. Your gain or loss will be
long-term gain or loss if at the time of the redemption you have held your Big
Flower common stock for more than one year.



    If you do not meet either of the tests listed above for the redemption to be
treated as a sale or exchange of your common stock of Big Flower, the cash you
are considered to have received from Big Flower will generally be taxed as a
dividend to the extent paid out of our current or accumulated earnings and
profits. Any amount in excess of our current or accumulated earnings and profits
would first reduce your tax basis in the common stock and thereafter would be
treated as a capital gain. If you are a corporation, you may be eligible for the
dividends-received deduction, subject to the limitations described below under
"PIK Preferred Stock."


    THE EXCHANGE OF BIG FLOWER COMMON STOCK FOR PIK PREFERRED STOCK AND WARRANTS


    To the extent that your shares of Big Flower common stock are considered to
have been exchanged by Big Flower for PIK preferred stock and warrants, you will
be taxed as though you sold those shares, and you will recognize capital gain or
loss equal to the difference between (1) the fair market value (as of the
effective time of the merger) of the PIK preferred stock and the warrants and
(2) your adjusted tax basis in those shares of common stock that you are deemed
to have exchanged. Your gain or loss will be long-term capital gain or loss if
at the time of the exchange you have held your Big Flower common stock for more
than one year.



    Big Flower will provide you with the fair market value of the PIK preferred
stock and the warrants as of the effective time of the merger after this
valuation has been determined. No assurance can be given that the IRS will not
disagree with Big Flower's determination of fair market value. A challenge by
the IRS to the valuation, if successful, would result in your being taxed on the
exchange of your Big Flower common stock for PIK preferred stock and warrants on
the basis of a different determination of value.


ISSUANCE OF THE PIK PREFERRED STOCK AND WARRANTS


    The PIK preferred stock and the warrants will likely be treated as an
investment unit for United States federal income tax purposes and, accordingly,
the aggregate fair market value of the unit as of the effective time of the
merger should be allocated between the PIK preferred stock and the warrants
according to their respective fair market values as of that date. This
allocation will determine the issue price of and your initial tax basis in the
PIK preferred stock and the warrants. Because the respective fair market values
of the PIK preferred stock and the warrants must be determined as of the
effective time of the merger, Big Flower will provide you with the allocation
after it has been determined. No assurance can be given, however, that the IRS
will not challenge Big Flower's allocation. A challenge by the IRS to the
allocation, if successful, could result in a different issue price and initial
tax basis for the PIK preferred stock and warrants.


                                       80
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PIK PREFERRED STOCK

    REDEMPTION PREMIUM


    The PIK preferred stock you receive in the merger will be issued with a
redemption premium to the extent that the amount that will be paid upon
mandatory redemption of the PIK preferred stock, excluding accumulated and
unpaid dividends, exceeds the issue price of the PIK preferred stock by an
amount greater than a "DE MINIMIS amount", defined as 0.25% multiplied by the
number of complete years from the date of issuance of the PIK preferred stock to
the mandatory redemption date.



    You must include the redemption premium in income as a "constructive
distribution" to the extent the distribution does not exceed our current and
accumulated earnings and profits, using a constant yield method similar to the
method described in applicable Treasury regulations governing the inclusion of
income on debt instruments issued with original issue discount. You must include
in income the sum of the daily portions of redemption premium for each day
during the taxable year or portion of the taxable year in which you hold the PIK
preferred stock, without regard to whether you have actually received cash
attributable to that income. One effect of this rule is that you will generally
be required to include in income increasingly greater amounts of redemption
premium during the time that you own your PIK preferred stock.


    The adjusted tax basis of your PIK preferred stock generally will be
increased by the amount of redemption premium that you include in income as a
constructive distribution.


    DIVIDENDS



    The treatment of cumulative dividends on preferred stock such as the PIK
preferred stock is not entirely clear. The Company intends to take the position
that holders of the PIK preferred stock should not include cumulative dividends
in income until such dividends are paid in cash, additional shares of PIK
preferred stock or a combination thereof. Under this approach, the receipt of a
distribution of cash, additional shares of PIK preferred or a combination
thereof should be taxable as ordinary income in an amount equal to the sum of
the amount of cash and the fair market value as of the date of distribution of
the additional PIK preferred stock you receive to the extent that the
distribution does not exceed our current and accumulated earnings and profits.
The fair market value of the PIK preferred stock distributed will also represent
the issue price and tax basis of that stock. Your holding period for your
newly-issued PIK preferred stock will commence with its distribution.



    The additional shares of PIK preferred stock that you receive as an "in
kind" distribution will be issued with a redemption premium if the amount that
will be paid upon mandatory redemption of the PIK preferred stock, excluding
accumulated and unpaid dividends, exceeds the issue price of the PIK preferred
stock by an amount greater than the DE MINIMIS amount described above under
"--Redemption premium." You should refer to that discussion for a description of
the consequences of holding PIK preferred stock that bears a redemption premium.



    The IRS has indicated that it is considering issuing Treasury regulations
that would require the current inclusion of cumulative dividends on preferred
stock such as the PIK preferred stock under a constant yield method similar to
the method used to determine the taxation of accrued interest on debt
instruments issued with original issue discount. If cumulative dividends on the
PIK preferred stock were required to be included in gross income on a constant
yield to maturity basis, it is likely that actual distributions, whether in the
form of cash, additional PIK preferred stock or a combination thereof, would not
be reported separately as a taxable income. There can be no certainty whether
those regulations will be issued, what their effective date will be, or whether
the regulations, if issued, would affect the United States federal income tax
treatment of your ownership of PIK preferred stock.


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    THE DIVIDENDS-RECEIVED DEDUCTION


    To the extent that dividends are paid out of our current or accumulated
earnings and profits, dividends received by a corporate holder which owns less
than 20% of Big Flower's stock by vote or value generally will be eligible for
the 70% dividends-received deduction allowed to corporations, subject to various
limitations, including the following:



    - Section 246A of the Internal Revenue Code, which reduces the
      dividends-received deduction allowed to a corporate shareholder that has
      incurred indebtedness that is "directly attributable" to an investment in
      portfolio stock such as the PIK preferred stock;



    - Section 246(c) of the Internal Revenue Code, which, among other things,
      disallows the dividends-received deduction in respect of any dividend on a
      share of stock that is held for less than the minimum holding period,
      which is generally at least 46 days during the 90-day period beginning on
      the date which is 45 days before the date on which such share becomes
      ex-dividend with respect to such dividend;



    - Section 1059 of the Internal Revenue Code, which, in some circumstances,
      reduces the tax basis of stock for purposes of calculating gain or loss in
      a subsequent disposition by the portion of any "extraordinary dividend"
      that is eligible for the dividends-received deduction.



    The President has proposed amendments to the tax law that would eliminate
the 70% dividends-received deduction for dividends on the PIK preferred stock.
There can be no certainty whether, or in what form, that legislation will be
enacted or what its effective date would be.



    REDEMPTION OF PIK PREFERRED STOCK



    The terms of the PIK preferred stock provide for a mandatory redemption and
an optional redemption of the stock. The possibility of a redemption premium in
the event of a mandatory redemption of the PIK preferred stock has been
discussed above under "--Redemption premium."



    In the event of an optional redemption of the PIK preferred stock, an
"optional redemption premium" will be paid in an amount equal to the excess of a
specified sum under the terms of the PIK preferred stock over the liquidation
preference excluding accumulated and unpaid dividends. For more information of
the terms of this redemption, see "Description of Big Flower Capital Stock
Following the Merger--PIK Preferred Stock, Warrants and Exchange Debentures--PIK
Preferred Stock-- Optional Redemption" on page 72. The existence of Big Flower's
optional redemption rights will result in a constructive distribution of the
optional redemption premium using a constant yield method unless, pursuant to
Treasury regulations governing optional redemption rights, an exception applies.
Big Flower intends to take the position that the existence of Big Flower's
optional redemption rights does not result in a constructive distribution to
holders based on one or more of the following exceptions:



    - the optional redemption rights would not be treated as more likely than
      not to be exercised,



    - the optional redemption premium is in the nature of a penalty for
      premature redemption, or



    - a safe harbor would apply.


    You should, therefore, include any optional redemption premium in gross
income in the year in which it is received.


    A redemption of your PIK preferred stock for cash or for exchange
debentures, whether at the mandatory redemption date or an earlier date under
which Big Flower has exercised its optional redemption rights, generally will be
a taxable event and will be treated as if you sold the PIK preferred stock for
cash or exchanged your PIK preferred stock for exchange debentures, assuming
that, after the redemption, you do not own actually or constructively any stock
in Big Flower. As discussed above under "--The Merger--The redemption of Big
Flower common stock for cash," the constructive


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ownership rules described in Section 318 of the Internal Revenue Code determine
whether you will be deemed to own constructively an interest in Big Flower
stock. The ownership of warrants at the time of that redemption, the exercise of
which remains subject to contingencies outside your control, should not cause
you to be deemed to own constructively the shares of Big Flower common stock
that you would receive if you were to exercise your warrants.



    If your shares of PIK preferred stock are redeemed and you are deemed to
constructively own an interest in Big Flower stock, you will be treated as
having sold the PIK preferred stock for cash or having exchanged the PIK
preferred stock for exchange debentures if the redemption is either
"substantially disproportionate" or "not essentially equivalent to a dividend,"
as these tests are described above under "--The Merger--The redemption of Big
Flower common stock for cash." In the event of a redemption of your PIK
preferred stock, you should consult your tax advisor to determine the
application of the Section 318 constructive ownership rules to your particular
circumstances and whether or not, in your particular circumstances, the
redemption of your PIK preferred stock will be treated as a sale or exchange.



    If a redemption of shares of PIK preferred stock for cash or an exchange of
the PIK preferred stock for junior subordinated debentures is treated as a sale
or exchange, you will recognize capital gain or loss equal to the difference
between (1) the cash or the issue price of the junior subordinated debentures
received and (2) your adjusted tax basis in the PIK preferred stock surrendered.
Your gain or loss will be long-term gain or loss if at the time of the
redemption you have held your PIK preferred stock for more than one year.



    If a redemption of shares of the PIK preferred stock for cash or an exchange
of the PIK preferred stock for junior subordinated debentures is not treated as
a sale or exchange:



    - you will not recognize any loss on the exchange;



    - (A) to the extent of our current or accumulated earnings and profits, you
      will recognize dividend income, rather than capital gain, in an amount
      equal to any cash received or the fair market value of any junior
      subordinated debentures received without regard to your tax basis in the
      shares of PIK preferred stock surrendered in the exchange and (B) to the
      extent that the distribution is not made out of our current or accumulated
      earnings or profits, you will first reduce your tax basis in the PIK
      preferred stock and thereafter will recognize capital gain; and



    - the holding period for your junior subordinated debentures will begin on
      the day following their acquisition date.



    DISPOSITION OF PIK PREFERRED STOCK



    Upon the sale, exchange or other disposition of PIK preferred stock, other
than by redemption, you will generally recognize capital gain or loss equal to
the difference between the amount realized upon the disposition and your
adjusted tax basis in the PIK preferred stock. This gain or loss will be
long-term capital gain or loss if at the time of the disposition you held the
PIK preferred stock for more than one year.


WARRANTS


    DISPOSITION OF A WARRANT


    You generally should recognize capital gain or loss upon the disposition of
a warrant in an amount equal to the difference between the amount realized on
the disposition and your adjusted tax basis in the warrant. Your adjusted tax
basis in a warrant will be the fair market value of the warrant at the time the
warrant is received in the merger, adjusted as described below under
"Adjustments." Capital

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gain or loss attributable to the disposition of the warrants will be long-term
capital gain or loss if, at the time of the disposition, you have held the
warrants for more than one year.


    EXERCISE OF A WARRANT


    In general, you will not recognize income, gain or loss upon the exercise of
a warrant, except with respect to cash, if any, paid in lieu of the issuance of
fractional shares of Big Flower common stock. Upon exercise of a warrant, your
tax basis in the shares acquired will be the sum of:

    (a) your adjusted tax basis in the warrant, and

    (b) the cash paid upon exercise of the warrant.


    If you receive any cash in lieu of fractional shares of warrant stock, you
will recognize gain or loss, and the character and amount of gain or loss will
be determined as if you had received those fractional shares and then
immediately sold them for cash. Your holding period for the stock acquired upon
exercise of a warrant begins on the day following the day of exercise.



    EXPIRATION OF A WARRANT



    Upon the expiration of a warrant, you will recognize a loss equal to your
adjusted tax basis in the warrant which will be long-term capital loss if you
held your warrant for more than one year at the time of the expiration.


    ADJUSTMENTS


    The terms of the warrants provide that the number of shares of warrant stock
you may purchase upon exercise of the warrants is subject to adjustment from
time to time upon the occurrence of some events. In some circumstances, a change
in conversion ratio or any transaction having a similar effect may be treated as
a taxable distribution without regard to whether you receive any cash or other
property if your proportionate interest in our earnings and profits is increased
by that change or transaction. If you receive such a taxable distribution, your
tax basis in the warrants will be increased by an amount equal to the taxable
distribution.


BACKUP WITHHOLDING AND INFORMATION REPORTING


    In general, information reporting requirements will apply to dividends paid,
and accumulated dividends deemed paid, in respect of your Big Flower common
stock, PIK preferred stock and warrant stock, and to the proceeds received on
the disposition of your Big Flower common stock, PIK preferred stock, warrants
or warrant stock. Backup withholding at a rate of 31% will apply to payments you
receive in respect of your Big Flower common stock, PIK preferred stock and
warrant stock if you fail to provide an accurate taxpayer identification number
or you are notified by the Internal Revenue Service that you have failed to
report all interest and dividends required to be shown on your United States
federal income tax returns. You should consult your tax advisor concerning the
application of information reporting and backup withholding requirements to your
particular circumstances.


    Any amounts withheld under the backup withholding rules will be allowed as a
refund or a credit against your United States federal income tax liability
provided the required information is furnished to the IRS.

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                              THE MERGER AGREEMENT


    THE FOLLOWING DESCRIBES VARIOUS ASPECTS OF THE PROPOSED MERGER, INCLUDING
THE MATERIAL PROVISIONS OF THE MERGER AGREEMENT. THE FOLLOWING DESCRIPTION OF
THE MERGER AGREEMENT DOES NOT PURPORT TO BE COMPLETE AND IS SUBJECT TO, AND
QUALIFIED IN ITS ENTIRETY BY REFERENCE TO, THE MERGER AGREEMENT, WHICH IS
ATTACHED AS APPENDIX A TO THIS DOCUMENT AND IS INCORPORATED INTO THIS DOCUMENT
BY REFERENCE. ALL BIG FLOWER STOCKHOLDERS ARE URGED TO READ THE MERGER AGREEMENT
CAREFULLY AND IN ITS ENTIRETY.


THE MERGER


    The merger agreement provides for a merger of Big Flower and BFH Merger
Corp. under which BFH Merger Corp. will merge with and into Big Flower, with Big
Flower as the surviving corporation. Big Flower will continue to be governed by
the laws of the State of Delaware. The transaction is intended to qualify as a
"recapitalization" for accounting and financial reporting purposes and will be a
taxable transaction for federal income tax purposes.



    The merger will become effective when Big Flower files a certificate of
merger with the Secretary of State of the State of Delaware or at a later time
if so specified in the certificate of merger. The merger is expected to become
effective on the same day as the closing of the merger. This will take place
either as soon as practicable after the conditions described in the merger
agreement have been satisfied or waived or on another date agreed upon by Big
Flower and BFH Merger Corp.


CONSIDERATION TO BE RECEIVED IN THE MERGER

    At the time the merger becomes effective:

    - each share of Big Flower common stock outstanding, except for the shares
      owned by


       - - BFH Merger Corp., Big Flower or any of its subsidiaries,



       - - any holder who properly exercises his or her appraisal rights and



       - - the members of Big Flower management retaining shares of Big Flower
           common stock in the merger, will be converted into:


       (1) $30.00 in cash, without interest, and


       (2) 0.21 of a share of PIK preferred stock of Big Flower with a
           liquidation preference of $25 per share, which is equivalent to $5.25
           liquidation preference per share of Big Flower common stock you own
           today, and a warrant to purchase approximately 0.02 of a share of Big
           Flower common stock. The maximum number of warrants which could be
           issued in the merger represent in the aggregate the right to purchase
           5% of the shares of Big Flower common stock immediately after the
           merger assuming an exercise of these warrants.


    - each share of Big Flower common stock owned by Big Flower will
      automatically be cancelled without the payment of any consideration;


    - each Big Flower option outstanding and unexercised will be converted into
      the specific rights described on page 61 under "Special Factors--Conflicts
      of Interest of Certain Members of the Big Flower Board of Directors and
      Management--Treatment of Stock Options;"



    - the shares of common stock of BFH Merger Corp. outstanding will be
      converted into a number of shares of Big Flower common stock equal to
      9,361,702 shares of Big Flower common stock, minus any shares retained by
      members of management in the merger and any shares issued in exchange for
      options, subject to specific adjustments; and



    - some shares of Big Flower common stock held by members of management will
      be retained by those persons in the merger.


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    The merger agreement provides that until either September 24, 1999 or, if
earlier, the date, if any, on which this document is refiled with the Securities
and Exchange Commission, the following agreements could be reached:



    - BFH Merger Corp. and any member of management who owns shares of Big
      Flower common stock may agree to (1) add or remove that member of
      management from the list of those who will retain shares of Big Flower
      common stock in the merger and (2) permit that member of management to
      exchange a number of shares of Big Flower common stock for an interest in
      an investment instrument;



    - BFH Merger Corp. and any member of management who holds options to
      purchase common stock of Big Flower may agree to (1) change the number of
      options being retained by that member of management and (2) otherwise
      change the treatment of those options in the merger; and



    - Thomas H. Lee Company or Evercore Capital Partners may agree with any
      member of management who owns shares of Big Flower common stock to
      purchase any of that person's shares that would otherwise be exchanged for
      the merger consideration.


EXCHANGE OF BIG FLOWER COMMON STOCK


      -  will be the paying agent and exchange agent. After the merger is
completed,   -  will mail a letter of transmittal to you. You should use that
letter of transmittal in forwarding and exchanging Big Flower stock
certificates. After   -  receives a Big Flower stock certificate and a letter of
transmittal from you, you will be entitled to receive the merger consideration.
  -  will cancel the surrendered certificates. DO NOT SEND IN YOUR STOCK
CERTIFICATES UNTIL YOU RECEIVE A LETTER OF TRANSMITTAL.



    You will not receive any interest on the cash payable upon surrender of any
certificate. In the event of a transfer of ownership of Big Flower common stock
that is not registered in the transfer records of Big Flower,   -  will require
documentary evidence of the transfer and prior payment of applicable taxes
before payment of the merger consideration is made to the stockholder.



    Fractional shares of the PIK preferred stock and attached warrant will not
be issued to you. Instead of fractional shares, you will be entitled to receive
an amount in cash, without interest, equal to your proportional interest in the
value of all the fractional shares of PIK preferred stock and attached warrant
that the exchange agent would otherwise issue in the merger.



    If you have not complied with the exchange procedures within 180 days after
the completion of the merger, you may look only to Big Flower for payment in
exchange for your shares.


    If your Big Flower stock certificate has been lost, stolen or destroyed, you
will only be entitled to receive payment for your common stock by making an
affidavit and, if required by Big Flower, posting a bond in an amount sufficient
to protect Big Flower against claims related to your stock certificate.

CORPORATE GOVERNANCE

    CERTIFICATE OF INCORPORATION AND BYLAWS OF BIG FLOWER FOLLOWING THE MERGER


    The merger agreement provides that the Big Flower restated certificate of
incorporation and the Big Flower amended and restated bylaws as in effect
immediately prior to the merger will be amended in the merger as described in
Schedule 1.04(a) and Schedule 1.04(b), respectively, to the merger agreement.
See "Special Factors--Amendment of Big Flower Restated Certificate of
Incorporation and Amended and Restated Bylaws" on page 27 for a summary of these
amendments to the Big Flower restated certificate of incorporation and amended
and restated bylaws.


                                       86
<PAGE>
    DIRECTORS AND OFFICERS OF BIG FLOWER FOLLOWING THE MERGER


    The directors of BFH Merger Corp. immediately prior to the merger will be
the directors of Big Flower immediately after the merger until their successors
are duly elected. The executive officers of Big Flower immediately prior to the
merger will be the officers of Big Flower until their successors are duly
elected. For a list and description of the directors and executive officers of
Big Flower after the merger, see "Directors and Management of Big Flower
Following the Merger" on page 111.


REPRESENTATIONS AND WARRANTIES


    The merger agreement contains various representations and warranties made by
Big Flower, some of which are qualified as to materiality and knowledge. The
matters these representations cover include:



    - corporate existence and capitalization,



    - ownership of the shares of capital stock of Big Flower's material
      subsidiaries,



    - corporate power and authority to enter into and perform its obligations
      under the merger agreement, and to consummate the merger,



    - that the merger agreement and the transactions contemplated by the merger
      agreement, will not result in a violation of the organizational documents
      of Big Flower or any of its subsidiaries or contracts to which Big Flower
      is a party, or violate any law, rule or regulation,



    - approvals necessary for Big Flower to complete the merger,



    - documents filed with the Securities and Exchange Commission, including
      financial statements, and the accuracy of information contained in these
      documents,



    - absence of some material adverse effects on Big Flower,



    - pending or threatened suits, actions or other proceedings,



    - employee benefit plans and labor relations,



    - related party transactions,



    - tax matters,



    - compliance with laws and required licenses and permits,



    - material contracts,



    - intellectual property matters,



    - environmental matters,



    - non-applicability of state anti-takeover statutes, and


    - year 2000 compliance.


    In addition, Big Flower represented and warranted to BFH Merger Corp. that
it has amended the rights agreement, dated as of November 28, 1995, between Big
Flower and The Bank of New York, as rights agent, to render that agreement
inapplicable to the merger.



    The merger agreement also contains various representations and warranties
made by BFH Merger Corp., some of which are qualified as to materiality. The
matters these representations cover include:



    - corporate existence,


                                       87
<PAGE>

    - corporate power and authority to enter into, deliver and perform its
      obligations under the merger agreement and to consummate the merger,



    - that the merger agreement and the transactions contemplated by the merger
      agreement will not result in a violation of BFH Merger Corp.'s
      organizational documents or contracts to which BFH Merger Corp. is a
      party,



    - approvals necessary for BFH Merger Corp. to complete the merger,



    - accuracy of information provided by BFH Merger Corp. for inclusion in this
      document,



    - financing commitments, and


    - non-applicability of Delaware anti-takeover statute.

COVENANTS

    CONDUCT OF BIG FLOWER'S BUSINESS PRIOR TO THE MERGER


    Big Flower has agreed as to itself and each of its subsidiaries, that, from
the date of the merger agreement to the completion of the merger, unless BFH
Merger Corp. otherwise approves in writing, and except as otherwise expressly
contemplated by the merger agreement or disclosed to BFH Merger Corp. to, in
general, conduct its businesses in the ordinary and usual course in
substantially the same manner as previously conducted.



    Specifically, Big Flower has agreed that:



    - it will not declare, set aside or pay any dividends on, or make any other
      distributions in respect of, any of its capital stock, other than
      dividends paid by a subsidiary to Big Flower and various distributions,



    - it will not split, combine or reclassify any of its capital stock or issue
      or authorize the issuance of any other securities in respect of or in
      substitution for shares of its capital stock,



    - it will not purchase, redeem or otherwise acquire any shares of capital
      stock or other securities of it or any of its subsidiaries or any rights,
      warrants or options to acquire any such shares or other securities,



    - it will not issue, sell or pledge securities, other than



       - - the issuance of common stock upon the exercise of outstanding stock
           options or otherwise pursuant to outstanding equity stock-based
           awards,



       - - upon conversion of the QUIPS, and



       - - up to 50,000 shares of common stock pursuant to Big Flower's two
           existing 401(k) plans,



    - it will not amend its certificate of incorporation, bylaws or other
      comparable organizational documents or alter the corporate structure of
      any material subsidiary,



    - it will not acquire any assets that are material, individually or in the
      aggregate, to Big Flower and its subsidiaries, except for purchases of
      inventory and supplies in the ordinary course and purchase orders in the
      ordinary course which do not require payments over $5,000,000 per year,



    - it will not acquire any business or acquire any equity interest in any
      person who is not an affiliate,



    - it will not incur any indebtedness for borrowed money in excess of
      $1,000,000, except for borrowings under existing lines of credit incurred
      to fund working capital in the ordinary course of business and consistent
      with past practice,


                                       88
<PAGE>

    - it will not make any new capital expenditures that would cause total
      capital expenditure for the period from January 1, 1999 to the completion
      of the merger to exceed $102,500,000,



    - it will not change its principles of accounting or methods of reporting
      income and deductions for federal income tax purposes, except as required
      by changes in law or regulation, by generally accepted accounting
      principles, or as discussed in Big Flower's securities filings,



    - it will not settle or compromise any shareholder derivative suits arising
      out of the merger agreement or any other material litigation or settle,
      pay or compromise any claims not required to be paid,



    - it will not, except under some limited exceptions and in the ordinary
      course of business consistent with past practice, increase the
      compensation or benefits of any director, officer or employee of Big
      Flower or any of its subsidiaries,



    - it will not sell, lease or encumber any of its properties or assets other
      than immaterial properties or assets except in the ordinary course of
      business consistent with past practice,



    - it will not enter into or amend in a manner adverse to BFH Merger Corp.
      any new agreement which has a non-competition, geographical restriction or
      similar covenant that would be material to Big Flower,



    - it will not make or rescind any material tax election, or settle any
      material claim, litigation, or other controversy relating to taxes, and


    - it will not authorize, or commit or agree to take, any of the foregoing
      actions.

    ACQUISITION TRANSACTIONS


    In the merger agreement and except as described below, Big Flower has agreed
that it will not, directly or indirectly through another person, solicit any
inquiries or proposals relating to an "acquisition transaction," as defined
below, or participate in any discussions or negotiations regarding an
acquisition transaction. This prohibition on solicitation and facilitation also
covers Big Flower's furnishing information to any other person.



    In the merger agreement, an "acquisition transaction" means:



    - any acquisition or purchase of 15% or more of the assets of Big Flower or
      any of its subsidiaries, or 15% or more of any securities of Big Flower or
      any of its subsidiaries,



    - any merger, business combination, recapitalization or similar transaction
      involving Big Flower or any of its subsidiaries, or


    - any public announcement of a proposal, plan or intention to do any of the
      foregoing.


    However, in response to a "bona fide proposal" to acquire Big Flower or its
subsidiaries, which it did not solicit, Big Flower may, but only if legal
counsel advises the board of directors that doing so is necessary for it to
comply with its fiduciary duties to stockholders under applicable law:



    - furnish information with respect to it and its subsidiaries to any person
      making a bona fide proposal, and



    - participate in discussions or negotiations regarding the bona fide
      proposal.



    In order to engage in those activities, Big Flower must provide prior
written notice of its intention to take that action to BFH Merger Corp. and must
obtain a confidentiality agreement from the party making the proposal.


                                       89
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    In the merger agreement, a "bona fide proposal" to acquire Big Flower or its
subsidiaries means a proposal which the board of directors determines in good
faith, after receiving and considering advice from legal and financial advisors,
is reasonably capable of being consummated.



    Nothing contained in the merger agreement prohibits Big Flower from taking
and disclosing to its stockholders a position with respect to some specified
tender offers, as contemplated by the Securities Exchange Act of 1934.


    Big Flower has also agreed:

    - to terminate any discussions or negotiations with any parties regarding
      acquisition transactions that were being conducted at the time the merger
      agreement was signed,


    - to notify BFH Merger Corp. promptly if any proposals regarding an
      acquisition transaction are received or any discussions or negotiations
      are sought and to identify the terms and conditions of the proposal and
      the name of the party making it, and



    - to use reasonable best efforts to cause any party possessing confidential
      information about Big Flower to return or destroy all of that information.


    EFFORTS; OTHER ACTIONS

    The merger agreement contains additional agreements relating to the conduct
of the parties prior to the merger, including the following:


    - to promptly make their respective filings with applicable governmental
      entities,



    - to use reasonable best efforts in obtaining all necessary regulatory
      approvals and consents and to take other reasonable actions to implement
      the transactions contemplated by the merger agreement,



    - to give prompt notice of any representation or warranty being untrue in a
      material respect or the failure to comply with any covenant, condition or
      agreement,



    - to correct any of the information supplied by either BFH Merger Corp. or
      Big Flower or by any of their affiliates for inclusion in the registration
      statement on Form S-4 filed with the Securities and Exchange Commission to
      register the shares of Big Flower to be issued in the merger, of which
      this document is a part, if that information becomes false or misleading,
      and


    - to consult with each other on any public statement or press release
      regarding the merger and related recapitalization.

    The merger agreement contains additional agreements by Big Flower, including
the following:


    - to deliver to BFH Merger Corp. no later than the time of the merger a list
      of all "affiliates" of Big Flower under Rule 145 of the Securities Act at
      the time the merger agreement is submitted to Big Flower's stockholders
      and to use reasonable best efforts to cause those persons to deliver
      "affiliates' letters" to BFH Merger Corp.,



    - to afford BFH Merger Corp. and its representatives reasonable access to
      information pertaining to Big Flower and its subsidiaries,



    - to call a meeting of stockholders, prepare and file with the Securities
      and Exchange Commission a proxy statement and a registration statement on
      Form S-4, of which this document is a part, and use reasonable best
      efforts to solicit from stockholders proxies in favor of the merger,



    - to begin compliance with the requirements of the New Jersey Industrial
      Site Recovery Act, and


                                       90
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    - on BFH Merger Corp.'s request, to take all reasonable steps to assist any
      challenge by BFH Merger Corp. to the validity or applicability to the
      merger and related recapitalization of any state takeover law.


    In the merger agreement, BFH Merger Corp. also agreed to use its
commercially reasonable efforts to cause the necessary financing to be obtained
on the terms described in the commitment letters that are attached to Schedule
6.02(e) of the merger agreement. This is subject to the exception that BFH
Merger Corp. may enter into similar financing commitments with other nationally
recognized financial institutions and may modify the capital structure set forth
in the commitment letters but only if:



    - the total committed equity equals at least $390 million, which includes
      any shares of common stock being retained in the merger, any options that
      are exchanged in the merger for equity interests in the surviving
      corporation and the investment instrument being issued to the common
      stockholders of the recapitalized Big Flower,


    - the total cash price paid to all Big Flower stockholders is no less than
      otherwise would have been paid, and


    - the modified financing is no less certain than the committed financing.


    INDEMNIFICATION AND INSURANCE


    After the merger, Big Flower will indemnify the directors, officers and
employees of Big Flower and its subsidiaries for any losses they incur because
they acted as directors, officers and employees of Big Flower or its
subsidiaries before the merger, to the full extent permitted under Delaware law
or, if this protection is less, under Big Flower's certificate of incorporation,
bylaws and agreements in effect on June 29, 1999.



    Big Flower will either provide liability insurance for a period of six years
after the merger for those directors and officers for acts or omissions
occurring before the merger on terms at least as favorable as those of any
policy presently in effect, or will provide tail insurance covering these
matters for the same period. However, during the six-year period, Big Flower
will not be required to provide any more coverage than can be obtained for the
remainder of the period for an annual premium costing more than 250% of the
annual premium currently paid by Big Flower for its existing coverage.


    EMPLOYEE BENEFITS

    BFH Merger Corp. has agreed that after the completion of the merger, Big
Flower will honor the existing obligations under disclosed employment, severance
and bonus arrangements. For a period of two years following the completion of
the merger, Big Flower will provide its employees with benefits no less
favorable in the aggregate than those provided by Big Flower at the time the
merger agreement was signed, except with respect to employees of any business
sold to a third party after the merger is completed.

CONDITIONS OF THE MERGER

    The respective obligations of each of Big Flower and BFH Merger Corp. to
effect the merger are subject to the satisfaction or waiver, at or prior to the
merger, of the following conditions:


    - the adoption of the merger agreement by Big Flower's stockholders,



    - the expiration or termination of the waiting period applicable to the
      merger under the Hart-Scott-Rodino Act,


                                       91
<PAGE>

    - the absence of any legal restriction that prohibits completion of the
      merger or is reasonably likely to impose a material limitation on the
      ability of BFH Merger Corp. or its affiliates to acquire Big Flower, but,
      if the legal restriction is an order or injunction, BFH Merger Corp. must
      have used commercially reasonable best efforts to prevent the imposition
      of the order or injunction or to lessen the effects of the order or
      injunction,



    - the compliance with any material state securities laws applicable to the
      merger,



    - the registration statement on Form S-4 filed with the Securities and
      Exchange Commission to register the shares of PIK preferred stock and
      warrants to be issued in the merger must be effective under the Securities
      Act and no stop order or proceeding seeking a stop order with respect to
      the registration statement shall be in effect, and


    - the receipt of a letter from an independent evaluation firm as to the
      solvency of Big Flower and its subsidiaries on a consolidated basis after
      giving effect to the merger and recapitalization.

    ADDITIONAL CONDITIONS TO THE OBLIGATIONS OF BIG FLOWER AND BFH MERGER CORP.

    The obligations of each of Big Flower and BFH Merger Corp. are subject to
the further satisfaction or waiver by each party of the following conditions:


    - generally, the representations and warranties of the other party in the
      merger agreement,


       - - to the extent already subject to a material adverse effect qualifier,
           being true both as of the date of the merger agreement and at and as
           of the time of the merger, and


       - - to the extent not already subject to a material adverse effect
           qualifier, being true both as of the date of the merger agreement and
           at and as of the time of the merger unless failure to be true would
           have a material adverse effect on the other party, and



    - the other party having performed all obligations required to be performed
      by it under the merger agreement at or prior to the time of the merger
      except for failures to perform that would not have a material adverse
      effect on the other party or materially adversely affect the ability of
      that other party to complete the transactions contemplated by the merger
      agreement.



    In the merger agreement, "material adverse effect" means, when used in
connection with Big Flower or BFH Merger Corp., any change in or effect on the
business, financial condition, results of operations or reasonably foreseeable
prospects of that party and its subsidiaries taken as a whole.


    ADDITIONAL CONDITIONS TO THE OBLIGATIONS OF BFH MERGER CORP.

    The obligations of BFH Merger Corp. are subject to the further satisfaction
or waiver by BFH Merger Corp. of the following conditions:


    - Big Flower, its subsidiaries and BFH Merger Corp. must have received the
      proceeds of the debt and equity financings described in the commitment
      letters in sufficient amounts to complete the merger, including to pay the
      cash portion of the merger consideration, to refinance certain of Big
      Flower's debt, to pay transaction fees and expenses and to provide for
      working capital needs of Big Flower after the merger,



    - BFH Merger Corp. being reasonably satisfied that Big Flower's total funded
      debt, including the accounts receivable securitization facility,
      immediately prior to the merger, net of cash, cash equivalents and debt in
      respect of the QUIPS, is less than:


       - - $970 million, plus


       - - any indebtedness incurred in consummating acquisitions disclosed to
           BFH Merger Corp., and


                                       92
<PAGE>

    - the absence of any pending litigation brought by a government entity, or
      by any other person which has a reasonable likelihood of success, that
      seeks to, among other things, prohibit or restrict the completion of the
      merger and the transactions contemplated by the merger agreement.


TERMINATION AND EFFECTS OF TERMINATION

    Big Flower and BFH Merger Corp. may terminate the merger agreement and
abandon the merger at any time prior to the merger becoming effective by mutual
written consent.

    TERMINATION BY BIG FLOWER OR BFH MERGER CORP.

    Big Flower or BFH Merger Corp. may terminate the merger agreement and
abandon the merger at any time prior to the merger if:


    - the merger is not completed by the "termination date", defined below,
      provided that the terminating party has not materially breached the merger
      agreement,



    - a court order or ruling of another governmental entity permanently
      prohibiting completion of the merger becomes final and non-appealable,
      provided that the terminating party shall have used its reasonable best
      efforts to remove or lift the order or ruling, or


    - the approval of Big Flower's stockholders required by the merger agreement
      is not obtained.

    TERMINATION BY BFH MERGER CORP.

    BFH Merger Corp. may terminate the merger agreement and abandon the merger
at any time prior to the merger if:


    - the Big Flower board fails to recommend to Big Flower's stockholders that
      they vote in favor of the merger, withdraws or adversely modifies its
      approval or recommendation of the merger to Big Flower's stockholders or
      resolves to do any of the foregoing,



    - the Big Flower board approves or recommends an acquisition transaction to
      its stockholders,



    - Big Flower takes any other steps to impede Big Flower stockholder approval
      of the merger, or resolve to do so,


    - Big Flower breaches its covenant with respect to its rights plan, which
      prohibits Big Flower from:

       - - redeeming the stockholder rights,

       - - amending the stockholder rights plan, or


       - - taking any other action that would permit a third party, other than
           BFH Merger Corp. and its affiliates, to acquire beneficial ownership
           of at least 15% of Big Flower common stock,



    or Big Flower takes any action like that after the board of directors
    determines in good faith and after consultation with legal counsel, that
    doing so is necessary for the board of directors to comply with its
    fiduciary duties to stockholders under applicable law.


    - Big Flower materially breaches any representation, warranty, covenant or
      agreement contained in the merger agreement which, unless cured, would
      result in a failure of either:

       - - the condition to the obligations of BFH Merger Corp. to complete the
           merger relating to the accuracy of the representations and warranties
           of Big Flower, or

                                       93
<PAGE>
       - - the condition to the obligations of BFH Merger Corp. to complete the
           merger relating to the performance by Big Flower of its obligations
           under the merger agreement.

    TERMINATION BY BIG FLOWER

    Big Flower may terminate the merger agreement and abandon the merger at any
time prior to the merger by action of its board if:

    - any person has made a bona fide proposal relating to an acquisition
      transaction, or has commenced a tender or exchange offer for the shares of
      Big Flower common stock, and the board of directors determines in good
      faith


       - - after consultation with its financial advisors, that the transaction
           constitutes a superior proposal, and



       - - after consultation with counsel, that approval of the proposal and
           termination of the merger agreement is necessary to comply with its
           fiduciary duties to stockholders under applicable law, or


    - BFH Merger Corp. materially breaches any representation, warranty,
      covenant or agreement contained in the merger agreement which, unless
      cured prior to the termination date, would result in a failure of either:

       - - the condition to the obligations of Big Flower to complete the merger
           relating to the accuracy of the representations and warranties of BFH
           Merger Corp., or

       - - the condition to the obligations of Big Flower to complete the merger
           relating to the performance by BFH Merger Corp. of its obligations
           under the merger agreement.


    In the merger agreement, "termination date" means the later of October 31,
1999 and the date determined by adding to October 31, 1999 the number of days
after September 1, 1999 that this proxy statement is mailed to Big Flower
stockholders; but in no event will the termination date be later than December
31, 1999.


FEES AND EXPENSES

    If the merger agreement is terminated for any reason other than a material
breach by BFH Merger Corp., Big Flower will reimburse Thomas H. Lee Company,
Evercore Capital Partners and BFH Merger Corp. collectively for out-of-pocket
expenses and fees up to $10 million.

    If the merger agreement is terminated:


    - by BFH Merger Corp. because:



       - - the Big Flower board fails to recommend to Big Flower's stockholders
           that they vote in favor of the merger or the board withdraws or
           adversely modifies its approval or recommendation of the merger to
           Big Flower's stockholders or resolves to do any of the foregoing,



       - - the Big Flower board of directors recommends another acquisition
           transaction or resolves to do so,



       - - Big Flower takes any other steps to impede Big Flower stockholders'
           adoption of the merger agreement,



       - - Big Flower breaches its covenant with respect to its stockholder
           rights plan, which prohibits Big Flower from redeeming the rights,
           amending the stockholder rights plan, or taking any other action that
           would permit a third party, other than BFH Merger Corp.


                                       94
<PAGE>

           and its affiliates, to acquire beneficial ownership of at least 15%
           of Big Flower common stock, or



    - by Big Flower because any person has made a bona fide proposal relating to
      an acquisition transaction, or has commenced a tender or exchange offer
      for the shares of Big Flower common stock, and the board of directors
      determines in good faith



       - - after consultation with its financial advisors, that the transaction
           constitutes a superior proposal, and



       - - after consultation with counsel, that approval of the proposal and
           termination of the merger agreement is necessary to comply with its
           fiduciary duties to stockholders under applicable law, or



    - by either Big Flower or BFH Merger Corp. because:



       - - Big Flower's stockholders have not adopted the merger agreement, and



       - - prior to the stockholder vote, a third party, other than Thomas H.
           Lee Company, Evercore Capital Partners or their affiliates, has made
           or disclosed a proposal for an acquisition transaction,



then Big Flower must pay to BFH Merger Corp. a termination fee of $30 million,
less any out-of-pocket expenses or fees paid to Thomas H. Lee Company, Evercore
Capital Partners and BFH Merger Corp., up to $10 million, as described above.


    Whether or not the merger is completed, all costs and expenses incurred in
connection with the merger will be paid by the party incurring the expense,
except for termination fees paid and expenses reimbursed by Big Flower, as
described above.

AMENDMENT; WAIVER


    BFH Merger Corp. and Big Flower may amend the merger agreement by written
agreement at any time before or after the approval of the merger agreement by
Big Flower's stockholders. After Big Flower's stockholders have approved the
merger agreement, no amendment may be made which by law requires further
stockholder approval without that further approval by Big Flower's stockholders
having been obtained.


    Any provision of the merger agreement may be waived prior to the merger
being completed, but only if the waiver is in writing and signed by the party
against whom the waiver is to be effective.

                                       95
<PAGE>
                                APPRAISAL RIGHTS

    Holders of Big Flower common stock can decide to receive, instead of having
their shares converted into the merger consideration, an amount which the Court
of Chancery of the State of Delaware decides is the "fair value" of their Big
Flower common stock, exclusive of any element of value arising from the
accomplishment or expectation of the merger, together with a fair rate of
interest, as determined by the court.

    These rights are known as "appraisal rights." If a holder of Big Flower
common stock wishes to exercise appraisal rights in connection with the merger,
the holder must not vote in favor of the merger and must meet the conditions
described below.


    The conditions necessary to secure appraisal rights are set out in full in
Appendix D. This summary is not meant to be a complete statement on appraisal
rights, but rather is only a guide for a stockholder who wishes to exercise
appraisal rights. Delaware law requires that Big Flower notify stockholders at
least 20 days prior to the meeting of Big Flower stockholders that they have a
right of appraisal and provide stockholders with a copy of Section 262 of the
Delaware General Corporation Law, or DGCL. This proxy statement/prospectus
constitutes that notice. If Big Flower stockholders do not follow the procedures
set out below and in Appendix D, they will lose their appraisal rights.


    ALL REFERENCES IN THIS SUMMARY AND IN SECTION 262 OF THE DGCL TO A
"STOCKHOLDER" OR TO A "HOLDER" OF BIG FLOWER STOCK ARE TO THE RECORD HOLDERS OF
BIG FLOWER COMMON STOCK. A PERSON HAVING A BENEFICIAL INTEREST IN SHARES OF BIG
FLOWER COMMON STOCK HELD OF RECORD IN THE NAME OF ANOTHER PERSON, SUCH AS A
BROKER OR NOMINEE, MUST ACT PROMPTLY TO CAUSE THE RECORD HOLDER TO FOLLOW THE
STEPS SUMMARIZED BELOW PROPERLY AND IN A TIMELY MANNER TO PERFECT THE HOLDER'S
APPRAISAL RIGHTS.

    A holder of Big Flower common stock wishing to exercise his or her appraisal
rights with respect to the merger must not vote in favor of adoption of the
merger agreement. Because a duly executed proxy that does not contain voting
instruction will, unless revoked, be voted for the merger, a holder of Big
Flower common stock who votes by proxy and who wishes to exercise appraisal
rights must vote against the merger agreement or abstain from voting on the
merger agreement. A vote against the merger, in person or by proxy, will not in
and of itself constitute a written demand for appraisal satisfying the
requirements of Section 262 of the DGCL, and a separate written demand for
appraisal is required.

    A demand for appraisal should be executed by or on behalf of the holder of
record, fully and correctly, as the holder's name appears on the stock
certificates. The demand must also state that the stockholder intends to demand
appraisal of the holder's shares of Big Flower common stock in connection with
the merger.

    If the shares are owned of record in a fiduciary capacity, including by a
trustee, guardian or custodian, the demand should be executed in that capacity,
and if the shares are owned of record by more than one person, as in a joint
tenancy and tenancy in common, the demand should be executed by or on behalf of
a holder of record but the agent must identify the record owner or owners and
expressly disclose the fact that, in executing the demand, the agent is agent
for the owner or owners.

    A record holder such as a broker who holds Big Flower common stock as
nominee for several beneficial owners may exercise appraisal rights with respect
to the shares held for one or more beneficial owners while not exercising these
rights with respect to the shares held for other beneficial owners; in this
circumstance, however, the written demand should set forth the number of shares
as to which appraisal is sought and, where no number of shares is expressly
mentioned, the demand will be presumed to cover all shares of Big Flower common
stock held in the name of the record owner. Holders who hold their Big Flower
common stock in brokerage accounts or other nominee forms and who wish to
exercise appraisal rights are urged to consult with their brokers to determine
the appropriate procedures for the making of a demand for appraisal by the
nominee.

                                       96
<PAGE>

    HOLDERS OF BIG FLOWER COMMON STOCK MUST SEND ALL WRITTEN DEMANDS FOR
APPRAISAL UNDER SECTION 262 OF THE DGCL TO BIG FLOWER HOLDINGS, INC., 3 EAST
54TH STREET, NEW YORK, NEW YORK 10022, ATTENTION: IRENE B. FISHER, ASSOCIATE
GENERAL COUNSEL. BIG FLOWER MUST RECEIVE WRITTEN DEMANDS FOR APPRAISAL UNDER
SECTION 262 OF THE DGCL BEFORE THE MERGER AGREEMENT IS VOTED UPON AT THE BIG
FLOWER MEETING.


    Within ten days after the date the merger becomes effective, Big Flower must
notify each holder of common stock who has complied with Section 262 of the DGCL
and has not voted in favor of the merger of the date that the merger has become
effective.

    Within 120 days after the date the merger becomes effective, but not
thereafter, Big Flower or any holder of Big Flower common stock who has complied
with Section 262 and is entitled to appraisal rights under Section 262 of the
DGCL may file a petition in the Court of Chancery of the State of Delaware
demanding a determination of the fair value of the holder's shares of common
stock. Big Flower will have no obligation to file a petition, and neither Big
Flower nor BFH Merger Corp. has any present intention to cause such a petition
to be filed. Accordingly, it is the obligation of stockholders seeking appraisal
rights to initiate all necessary action to perfect appraisal rights within the
time prescribed in Section 262 of the DGCL.

    Any holder of Big Flower common stock who has complied with the requirements
for exercise of appraisal rights will be entitled, upon written request, to
receive from Big Flower, a statement setting forth the aggregate number of
shares of Big Flower common stock not voted in favor of the merger and the
number of shares of Big Flower common stock with respect to which demands for
appraisal have been received and the total number of holders of these shares. If
a holder of Big Flower common stock timely files a petition for an appraisal,
the Court of Chancery is empowered to conduct a hearing on this petition to
determine those holders who have complied with Section 262 of the DGCL and who
have become entitled to appraisal rights thereunder. The Court of Chancery may
require the holders of Big Flower common stock who demanded appraisal of their
shares to submit their stock certificates to the Register in Chancery for
notation of the pending appraisal proceeding. If any stockholder fails to comply
with its discretion, the Court of Chancery may dismiss the proceedings as to the
stockholder.


    After determining the holders entitled to appraisal, the Court of Chancery
will appraise the "fair value" of their shares of Big Flower common stock,
exclusive of any element of value arising from the accomplishment or expectation
of the merger, together with a fair rate of interest, if any, to be paid upon
the amount determined to be the fair value. Stockholders considering seeking
appraisal should be aware that the fair value of their Big Flower common stock,
as determined in an appraisal proceeding under Section 262 of the DGCL could be
more than, the same as or less than the merger consideration they would receive
under the merger if they did not seek appraisal of their shares, and that
investment banking opinions as to fairness from financial point of view are not
necessarily opinions as to fair value under Section 262 of the DGCL. The
Delaware Supreme Court has stated that "proof of value by any techniques or
methods which are generally considered acceptable in the financial community and
otherwise admissible in court" should be considered in the appraisal proceeding.
In addition, Delaware courts have decided that the statutory appraisal remedy,
depending on factual circumstances, may or may not be a dissenter's exclusive
remedy. The Court of Chancery will also determine the amount of interest, if
any, payable upon the amounts due to persons whose shares of Big Flower common
stock have been appraised.


    The court may determine the cost of the appraisal action and may allocate
the costs among the parties as the court deems equitable. Each party must bear
its own other expenses of the proceeding, although the court may order that all
or a portion of the expenses incurred by any stockholder in connection with an
appraisal, including, without limitation, reasonable attorneys' fees and the
fees and expenses of experts utilized in the appraisal proceeding, be charged
against the value of all of the shares of Big Flower common stock entitled to an
appraisal.

                                       97
<PAGE>
    Any holder of Big Flower common stock who duly demands appraisal in
compliance with Section 262 of the DGCL will not, after the merger, be entitled
to vote the holder's shares for any purpose or be entitled to the payment of
dividends or other distributions on those shares other than dividends or other
distributions payable to holders of record as of a record date prior to the
merger.


    If any stockholder who demands appraisal of shares of Big Flower common
stock under Section 262 fails to perfect, or effectively withdraws or loses, the
holder's right to appraisal, the shares of the stockholder will be converted
into the right to receive the merger consideration under the merger, without
interest.


    A stockholder will fail to perfect and lose the right to appraisal if he
does not file a petition for appraisal within 120 days after the date the merger
becomes effective, or if the stockholder delivers to Big Flower a written
withdrawal of a demand for appraisal and an acceptance of the terms offered upon
the merger. However, any attempt to withdraw a demand for appraisal made more
than 60 days after the date the merger becomes effective will require the
written approval of Big Flower and, once a petition for appraisal is filed, an
appraisal proceeding may not be dismissed as to any holder absent court
approval.

    A HOLDER OF BIG FLOWER COMMON STOCK MAY LOSE APPRAISAL RIGHTS IF THE HOLDER
FAILS TO FOLLOW THE STEPS REQUIRED BY SECTION 262 OF THE DGCL FOR PERFECTING
APPRAISAL RIGHTS.

                                       98
<PAGE>
                         MARKET PRICE AND DIVIDEND DATA

    The table sets forth, for the calendar quarters indicated, the high and low
closing prices per share of Big Flower common stock, as reported on the NYSE
Composite Tape.


<TABLE>
<CAPTION>
                                                                   BIG FLOWER
                                                                  COMMON STOCK
                                                               ------------------
CALENDAR QUARTER                                                HIGH        LOW
- -------------------------------------------------------------- -------    -------
<S>                                                            <C>        <C>
1996
  First Quarter............................................... $19 1/8    $10 7/8
  Second Quarter..............................................  14 5/8     11 7/8
  Third Quarter...............................................  14         12 1/2
  Fourth Quarter..............................................  18 3/4     12 1/4

1997
  First Quarter...............................................  20 7/8     17 7/8
  Second Quarter..............................................  21 7/8     18 1/8
  Third Quarter...............................................  25 11/16   20 3/8
  Fourth Quarter..............................................  24 3/4     21

1998
  First Quarter...............................................  30 3/8     25 1/8
  Second Quarter..............................................  34 9/16    27 7/8
  Third Quarter...............................................  32 1/8     19 3/8
  Fourth Quarter..............................................  24 9/16    15 3/8

1999
  First Quarter...............................................  33 1/8     21 13/16
  Second Quarter..............................................  35 1/2     27 7/8
  Third Quarter (through August 30, 1999).....................  31 9/16    27 13/16
</TABLE>


    In June 1997, Big Flower completed an underwritten secondary public offering
of 6,708,524 shares of Big Flower common stock. The offering price per share was
$21.00 and the aggregate net proceeds of the offering was $133,835,054.

DIVIDEND INFORMATION

    Big Flower has not paid cash dividends on its common stock and intends to
continue this policy for the foreseeable future and retain funds for repayment
of indebtedness and investment in its business.


    Because Big Flower is a holding company, holders of its debt and equity
securities, including holders of the common stock, are dependent primarily upon
the cash flow from Big Flower's subsidiaries for payment of principal, interest
and dividends. Potential dividends and other advances and transfers from Big
Flower's subsidiaries represent its most significant sources of cash flow.
Applicable state laws and the provisions of the debt instruments and other
capital instruments by which Big Flower's principal subsidiaries are bound limit
the ability of those companies to declare dividends or otherwise provide funds
to Big Flower. Specifically, on June 22, 1998, Big Flower and most of its
subsidiaries entered into an amended and restated revolving credit agreement.
The credit agreement limits the ability of Big Flower to pay dividends. In
addition, the indenture governing the 8 7/8% Notes due July 1, 2007 and the
8 5/8% Notes due December 1, 2008 of Big Flower Press imposes restrictions on
Big Flower Press' ability to make distributions to Big Flower, subject to some
customary exceptions. Also, the indenture governing the QUIPS restricts the
payment of dividends by Big Flower on its common stock in some circumstances.


                                       99
<PAGE>
RECENT CLOSING PRICES

    Shares of Big Flower common stock are listed on the NYSE under the symbol
"BGF".


    The following table sets forth the closing market prices per share of Big
Flower common stock on the NYSE on April 19, 1999, the last trading day before
Big Flower publicly announced that it was going to explore possible strategic
transactions, on June 28, 1999, the last trading day before the public
announcement of the merger, and on August 30, 1999, the last practicable trading
day prior to the date of this document.



<TABLE>
<CAPTION>
                                                                        BIG FLOWER
                                                                       COMMON STOCK
                                                                      --------------
<S>                                                                   <C>
April 19, 1999......................................................   $     27.875
June 28, 1999.......................................................   $      35.50
August 30, 1999.....................................................   $    28.5625
</TABLE>


NUMBER OF STOCKHOLDERS


    As of   -  , 1999, there were approximately 250 holders of record of Big
Flower common stock, as shown on the records of Big Flower's transfer agent for
those shares.


                                      100
<PAGE>
                           DESCRIPTION OF BIG FLOWER

    Big Flower is a leading advertising and marketing services company with four
business segments: Insert Advertising & Newspaper Services, Direct Marketing
Services, Digital Services, and Specialty Products & Commercial Printing.


    - Treasure Chest Advertising Company, Inc. provides insert advertising &
      newspaper services and is a leading producer of insert advertising
      programs, TV listing magazines, Sunday comics, Sunday magazines and
      special supplements for many of the most widely circulated U.S.
      newspapers.



    - Webcraft, Inc. provides direct marketing services and is a leader in
      design, development and production of highly personalized, data-driven
      direct mail; database solutions and response management services; and
      one-to-one digital printing and marketing.



    - Big Flower Digital Services, Inc. provides an array of digital services
      principally through its three subsidiaries: Laser Tech Color, Inc.,
      Columbine JDS Systems, Inc. and Reach America, Inc.


       - - Laser Tech is a leading provider of outsourced, digital premedia and
           content management services to retailers, advertising agencies, and
           consumer product companies.

       - - Columbine is a leading provider of software products and related
           services to the advertising agency, cable, satellite and terrestrial
           broadcast industries in both the United States and internationally.

       - - Reach America is a leading provider of targeted advertising software
           applications that develops proprietary, target audience databases,
           tracks consumer products category sales potential and maps retail
           trade zones.


    - Big Flower's fourth business segment consists of its speciality products &
      commercial printing services. Webcraft also offers these products and
      services. This segment includes commercial printing services, the
      production of specialty chemicals, adhesives and coatings, and the
      production of fragrance samplers. Big Flower has stated its intention to
      de-emphasize this line of business and to focus on the core direct
      marketing services area.


    Big Flower was incorporated in Delaware in 1997. Big Flower Press was
incorporated in Delaware in 1993. Big Flower's and Big Flower Press' principal
executive offices are located at 3 East 54th Street, New York, New York 10022
and their telephone number is (212) 521-1600.

                                      101
<PAGE>
                        DESCRIPTION OF BFH MERGER CORP.

    BFH Merger Corp. is a newly formed Delaware corporation formed by Thomas H.
Lee Equity Fund IV, L.P., an affiliate of Thomas H. Lee Company, and Evercore
Capital Partners L.P., an affiliate of Evercore Partners Inc., for the purpose
of completing the merger. The address of BFH Merger Corp.'s principal executive
offices is BFH Merger Corp., c/o Thomas H. Lee Company, 75 State Street, Suite
2600, Boston, MA 02109. BFH Merger Corp. will not have any significant assets or
liabilities, except as described in this document. BFH Merger Corp. will not
engage in any activities other than those related to completing the merger.

    All of the outstanding capital stock of BFH Merger Corp. is owned by Thomas
H. Lee Equity Fund IV and Evercore Capital Partners. Information about the
principals, directors and executive officers of BFH Merger Corp., Thomas H. Lee
Equity Fund IV and Evercore Capital Partners is set forth in Appendix F to this
document.

THOMAS H. LEE EQUITY FUND IV

    Thomas H. Lee Equity Fund IV is an affiliate of Thomas H. Lee Company, a
Boston-based investment firm focused on acquiring substantial investments in
growth companies. Founded in 1974, the firm and its affiliates currently manages
approximately $6 billion in committed capital. Recent investments include Eye
Care Centers of America, Inc., Fisher Scientific International Inc., Rayovac
Corporation, HomeSide Lending, Inc., The Learning Company, Inc., Metris
Companies Inc. and Wyndham International, Inc.

EVERCORE CAPITAL PARTNERS

    Evercore Partners Inc. is a firm which provides strategic and financial
advisory services to major corporations and makes private equity investments
through its affiliate, Evercore Capital Partners L.P. Evercore Capital Partners'
most recent investment was its $850 million purchase of American Media, Inc.
Evercore Partners Inc.'s recent advisory work includes advising Tenneco Inc. on
the separation of its automotive and packaging businesses, and advising Dow
Jones & Company, Inc. on its interactive joint venture with Reuters Group PLC.

                                      102
<PAGE>
                         BIG FLOWER UNAUDITED PRO FORMA
                             FINANCIAL INFORMATION


    The following tables contain selected financial information adjusted to
reflect the 1998 and 1999 acquisitions, the merger and related events. We
derived this "pro forma" financial information from Big Flower's historical
consolidated financial statements and adjusted for:



    -  the merger transaction, accounted for as a recapitalization. Under
       recapitalization accounting, the historical basis of Big Flower's assets
       and liabilities will not be affected by the transaction,



    -  financing transactions related to the merger. The pro forma consolidated
       financial data assume $5.25 of merger consideration has all been
       allocated to the PIK preferred stock. Subsequent to the completion of the
       merger and the related financings, a final estimate of the carrying value
       of the PIK preferred stock and the warrants will be completed, with the
       portion allocated to the warrants credited to stockholders' equity, and



    -  acquisitions that we completed in 1998 and 1999, using the purchase
       method of accounting. Under the purchase method of accounting, we
       allocated the total purchase cost to the assets acquired and liabilities
       assumed based on their respective fair values, based upon currently
       available information.



    The pro forma consolidated statements of operations for the year ended
December 31, 1998 and six months ended June 30, 1999 give effect to these
transactions as if they were completed on January 1, 1998. The pro forma
consolidated balance sheet as of June 30, 1999 gives effect to these
transactions as if they had occurred on that date. The adjustments are
described, in the accompanying notes.


    The pro forma consolidated financial data assume that:


    -  there are no dissenting stockholders,



    -  all current holders of options to purchase Big Flower common stock retain
       those options in the merger,



    -  all outstanding QUIPS are converted into Big Flower common stock prior to
       the merger, and



    -  the investment instrument that may be issued in the merger will be in the
       form of paid-in-kind preferred stock.



    Should Big Flower redeem or otherwise settle any stock options in connection
with the merger, we expect to recognize non-cash compensation expense in the
consolidated statement of operations for the period when the merger occurs.



    We provide the pro forma consolidated financial statements to show you what
the results of operations and financial position of Big Flower might have looked
like had the merger, the recapitalization, the financing of the merger and the
1998 and 1999 acquisitions occurred at an earlier date and occurred in the
manner assumed. We provide this information for illustrative purposes only. The
information does not claim to show what the results of operations or financial
position of Big Flower would have been if the merger and related transactions
had actually occurred on the dates assumed and occurred in the actual manner
assumed. This information also does not attempt to indicate what Big Flower's
future operating results or consolidated financial position will be.


    You should read the pro forma consolidated financial statements along with
Big Flower's historical financial statements and the related notes, which are
incorporated by reference in this document.

                                      103
<PAGE>

                   BIG FLOWER HOLDINGS, INC. AND SUBSIDIARIES
                 UNAUDITED PRO FORMA CONSOLIDATED BALANCE SHEET
                              AS OF JUNE 30, 1999



<TABLE>
<CAPTION>
                                                             PRO FORMA
                                                            ADJUSTMENTS                  PRO FORMA
                                            ACQUISITIONS        FOR                         FOR         PRO FORMA
                                HISTORICAL       (A)        ACQUISITIONS     NOTE       ACQUISITIONS ADJUSTMENTS(E)    PRO FORMA
                                ---------  ---------------  -----------  -------------  -----------  ---------------  -----------
<S>                             <C>        <C>              <C>          <C>            <C>          <C>              <C>
                                                                     (DOLLARS IN THOUSANDS)
            ASSETS
Current assets:
  Cash and cash equivalents...  $   3,001     $   1,383                                  $   4,384                     $   4,384
  Accounts receivable, net....    187,019         2,130                                    189,149                       189,149
  Inventories.................     51,602         5,618                                     57,220                        57,220
  Prepaid expenses and other
    current assets............     11,785            10                                     11,795                        11,795
  Deferred income taxes and
    income tax receivable.....     12,921                                                   12,921                        12,921
                                ---------       -------                                 -----------                   -----------
    Total current assets......    266,328         9,141                                    275,469                       275,469
Property, plant and equipment,
  net.........................    494,863         4,737      $  (2,825)           (b)      496,775                       496,775
Goodwill......................    533,981         1,021         (1,021)           (b)      533,981                       533,981
Long-term investments.........    153,629                                                  153,629                       153,629
Other assets..................     46,154            60                                     46,214      $  48,393         94,607
Unallocated excess purchase
  cost over net assets
  acquired....................                                  42,610            (b)       42,610                        42,610
                                ---------       -------     -----------                 -----------  ---------------  -----------
    Total Assets..............  $1,494,955    $  14,959      $  38,764                   $1,548,678     $  48,393      $1,597,071
                                ---------       -------     -----------                 -----------  ---------------  -----------
                                ---------       -------     -----------                 -----------  ---------------  -----------
    LIABILITIES AND EQUITY
           (DEFICIT)
Current liabilities:
  Accounts payable............  $ 133,520     $   7,809                                  $ 141,329                     $ 141,329
  Compensation and benefits
    payable...................     37,861            87                                     37,948                        37,948
  Accrued interest............     28,391                                                   28,391      $    (701)        27,690
  Accrued income taxes........                      544                                        544                           544
  Current portion of long-term
    debt......................      3,846                                                    3,846                         3,846
  Other current liabilities...     33,700         3,055          1,200            (b)       37,955         (1,436)        36,519
                                ---------       -------     -----------                 -----------  ---------------  -----------
    Total current
      liabilities.............    237,318        11,495          1,200                     250,013         (2,137)       247,876

Revolving credit facility.....    235,231                       40,315            (b)      276,148       (276,148)
                                                                   602            (c)
New revolving credit
  facility....................                                                                            172,340        172,340
New term loan facility........                                                                            200,000        200,000
8 7/8% senior subordinated
  notes due 2007..............    350,104                                                  350,104                       350,104
8 5/8% senior subordinated
  notes due 2008..............    250,000                                                  250,000                       250,000
New high yield notes..........                                                                            400,000        400,000
Other notes payable...........     20,895           713           (602)           (c)       21,006        (17,500)         3,506
Deferred income taxes.........     90,827                                                   90,827         (3,343)        87,484
Other.........................     32,723                                                   32,723                        32,723
                                ---------       -------     -----------                 -----------  ---------------  -----------
    Total liabilities.........  1,217,098        12,208         41,515                   1,270,821        473,212      1,744,033
                                ---------       -------     -----------                 -----------  ---------------  -----------
QUIPS.........................    114,070                                                  114,070       (114,070)
Investment instrument.........                                                                             60,000         60,000
PIK preferred stock...........                                                                            114,732        114,732
Stockholders' equity
  (deficit):
  Common stock................        197           250           (250)           (d)          197           (103)            94
  Additional paid in
    capital...................    144,671            77            (77)           (d)      144,671         44,100        188,771
  Accumulated deficit.........    (19,557)        2,388         (2,388)           (d)      (19,557)      (529,478)      (549,035)
  Accumulated other
    comprehensive income......     39,169            36            (36)           (d)       39,169                        39,169
  Other.......................       (693)                                                    (693)                         (693)
                                ---------       -------     -----------                 -----------  ---------------  -----------
Total stockholder's equity
  (deficit)...................    163,787         2,751         (2,751)                    163,787       (485,481)      (321,694)
                                ---------       -------     -----------                 -----------  ---------------  -----------
Total liabilities and equity
  (deficit)...................  $1,494,955    $  14,959      $  38,764                   $1,548,678     $  48,393      $1,597,071
                                ---------       -------     -----------                 -----------  ---------------  -----------
                                ---------       -------     -----------                 -----------  ---------------  -----------
</TABLE>



               See Notes to Pro Forma Consolidated Balance Sheet


                                      104
<PAGE>

                 NOTES TO PRO FORMA CONSOLIDATED BALANCE SHEET



(a) Represents the historical balance sheets of Drake Automation Limited
    ("Drake") and J.J. Grace Incorporated, a California corporation ("Grace"),
    which were acquired after June 30, 1999.



(b) The pro forma purchase cost for Drake and Grace and the determination of the
    remaining excess purchase cost over the book value of the assets acquired
    are as follows:



<TABLE>
<CAPTION>
                                                                                                    (IN THOUSANDS)
<S>                                                                                                 <C>
    Purchase cost:
        Cash paid from revolving credit facility..................................................    $   40,315
        Estimated fees, costs and expenses........................................................         1,200
                                                                                                         -------
        Total purchase cost.......................................................................        41,515
                                                                                                         -------
    Net assets acquired...........................................................................         2,751
    Less: historical goodwill.....................................................................        (1,021)
    Less: historical capitalized software costs...................................................        (2,825)
                                                                                                         -------
    Adjusted net assets acquired..................................................................        (1,095)
                                                                                                         -------
    Unallocated excess purchase cost over net assets acquired.....................................    $   42,610
                                                                                                         -------
                                                                                                         -------
</TABLE>



    The unallocated excess purchase cost will be allocated between the value of
    acquired software and in-process technology costs based upon a third-party
    valuation, with the balance recorded as goodwill.



(c) Represents the repayment of debt assumed in the acquisition transactions.



(d) Represents the elimination of the acquired businesses' historical equity
    accounts.



                                              (FOOTNOTES CONTINUED ON NEXT PAGE)


                                      105
<PAGE>

(FOOTNOTES CONTINUED FROM PRECEDING PAGE)



(e) The following table summarizes the pro forma adjustments to the pro forma
    consolidated balance sheet related to the merger and recapitalization. The
    adjustments are described in the notes that follow.



<TABLE>
<CAPTION>
                                                                         CONVERSION OF
                                                                             QUIPS
                                                                              AND
                                                             PURCHASE    REPURCHASE OF  TRANSACTION   REPAYMENT
                                                             OF COMMON     RESULTING     FEES AND    OF EXISTING    TOTAL NET
                                              FINANCING(1)   STOCK(2)      SHARES(3)    EXPENSES(4)    DEBT(5)      ADJUSTMENT
                                              ------------  -----------  -------------  -----------  ------------  ------------
<S>                                           <C>           <C>          <C>            <C>          <C>           <C>
                                                                               (IN THOUSANDS)
Cash and cash equivalents...................   $1,035,396    $(537,497)   $  (119,550)   $ (84,000)   $ (294,349)  $         --
Other assets................................                                                56,626        (8,233)        48,393
Accrued interest............................                                                                (701)          (701)
Other current liabilities...................                                   (1,436)                                   (1,436)
Revolving credit facility...................                                                            (276,148)      (276,148)
New revolving credit facility...............      172,340                                                               172,340
New term loan facility......................      200,000                                                               200,000
New high yield notes........................      400,000                                                               400,000
Other notes payable.........................                                                             (17,500)       (17,500)
Deferred income taxes.......................                                                              (3,343)        (3,343)
QUIPS.......................................                                 (114,070)                                 (114,070)
Investment instrument.......................       60,000                                                                60,000
PIK preferred stock.........................                    94,062         20,670                                   114,732
Common stock................................           76         (179)                                                    (103)
Additional paid-in capital..................      202,980     (131,506)                    (27,374)                      44,100
Accumulated deficit.........................                  (499,874)       (24,714)                    (4,890)      (529,478)
</TABLE>


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


    (1)  See "Sources and Uses" on page 70 for a summary of the proposed sources
       and uses of funds in connection with the merger and related
       recapitalization.



    (2) The adjustments represent the payment of the merger consideration for
       17,916,567 shares of Big Flower common stock (which excludes shares
       retained by management in the merger). Subsequent to the merger,
       management will own approximately 19.0% of the outstanding Big Flower
       common shares.



    (3) The adjustments represent the assumed conversion of all QUIPS into
       3,937,144 shares of Big Flower common stock (2.27 million QUIPS
       outstanding at a conversion rate of 1.7344 shares of common stock for
       each QUIPS outstanding) and the payment of accrued dividends through the
       conversion date and payment of the merger consideration with respect to
       all of the shares.



    (4) The adjustment represents the estimated transaction fees and expenses of
       $84.0 million. The portion of estimated transaction fees and expenses
       attributable to the debt financing is $56.6 million which will be
       recorded as deferred financing costs and will be amortized over the
       expected life of the debt to be issued. These estimated debt issuance
       costs include estimated fees and expenses payable to banks and related
       advisors. The remaining estimated transaction fees and expenses of $27.4
       million represent costs associated with the recapitalization, which will
       be expensed or charged against equity as appropriate.



    (5) The adjustment represents the repayment of some existing debt and
       related accrued interest, and the write-off of $8.2 million, or $4.9
       million after tax, of unamortized deferred financing costs related to the
       debt and the QUIPS.


                                      106
<PAGE>
                   BIG FLOWER HOLDINGS, INC. AND SUBSIDIARIES

            UNAUDITED PRO FORMA CONSOLIDATED STATEMENT OF OPERATIONS

                      FOR THE YEAR ENDED DECEMBER 31, 1998


<TABLE>
<CAPTION>
                                                                PRO FORMA
                                                             ADJUSTMENTS FOR   PRO FORMA
                                             ACQUISITIONS     ACQUISITIONS        FOR        PRO FORMA
                                 HISTORICAL       (A)              (A)        ACQUISITIONS  ADJUSTMENTS      NOTE       PRO FORMA
                                 ---------  ---------------  ---------------  -----------  -------------     -----     -----------
<S>                              <C>        <C>              <C>              <C>          <C>            <C>          <C>
                                                             (IN THOUSANDS, EXCEPT PER SHARE AMOUNTS)
Net sales......................  $1,739,715    $ 133,227                       $1,872,942                               $1,872,942
                                 ---------  ---------------                   -----------                              -----------
Operating expenses:
  Costs of production..........  1,296,336        81,088                       1,377,424                                1,377,424
  Selling, general and
    administrative.............    219,496        26,679                         246,175     $   1,250           (b)      247,425
  Depreciation and amortization
    of intangibles.............     86,386         6,954        $   6,683        100,023                                  100,023
  In-process acquired
    technology write off.......        245                                           245                                      245
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
                                 1,602,463       114,721            6,683      1,723,867         1,250                  1,725,117
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
Operating income...............    137,252        18,506           (6,683)       149,075        (1,250)                   147,825
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
Other expenses (income):
  Interest expense.............     55,988         2,081           10,779         68,848        41,715           (c)      110,563
  Amortization of deferred
    financing costs............      1,902                                         1,902         5,894           (d)        7,796
  Interest income..............       (498)         (605)                         (1,103)                                  (1,103)
  Preferred dividends of a
    subsidiary trust (QUIPS)...      6,900                                         6,900        (6,900)          (e)
  Other, net...................      2,982          (439)                          2,543          (192)          (f)        2,351
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
                                    67,274         1,037           10,779         79,090        40,517                    119,607
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
Income before income taxes.....     69,978        17,469          (17,462)        69,985       (41,767)                    28,218
Income tax expense.............     32,302         6,877           (6,985)        32,194       (16,957)          (g)       15,237
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
Net income.....................     37,676        10,592          (10,477)        37,791       (24,810)                    12,981
Dividend requirements on
  investment instrument........                                                                 (6,150)          (h)       (6,150)
Dividend requirements on PIK
  preferred stock..............                                                                (11,760)          (i)      (11,760)
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
Income (loss) applicable to
  common shares................  $  37,676     $  10,592        $ (10,477)     $  37,791     $ (42,720)                 $  (4,929)
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
                                 ---------  ---------------  ---------------  -----------  -------------               -----------
Earnings (loss) per share
  Basic........................  $    1.92                                     $    1.91                                $   (0.53)
                                 ---------                                    -----------                              -----------
                                 ---------                                    -----------                              -----------
  Diluted......................  $    1.69                                     $    1.69                                $   (0.53)
                                 ---------                                    -----------                              -----------
                                 ---------                                    -----------                              -----------
Weighted average shares
  outstanding
  Basic........................     19,660                            122         19,782                                    9,362
                                 ---------                                    -----------                              -----------
                                 ---------                                    -----------                              -----------
  Diluted......................     24,678                            133         24,811                                    9,362
                                 ---------                                    -----------                              -----------
                                 ---------                                    -----------                              -----------
Pro forma ratio of earnings to
  fixed charges (j)............                                                                                               1.2x
                                                                                                                       -----------
                                                                                                                       -----------
</TABLE>


         See Notes to Pro Forma Consolidated Statements of Operations.

                                      107
<PAGE>

                   BIG FLOWER HOLDINGS, INC. AND SUBSIDIARIES
                  UNAUDITED PRO FORMA STATEMENT OF OPERATIONS
                     FOR THE SIX MONTHS ENDED JUNE 30, 1999



<TABLE>
<CAPTION>
                                                                PRO FORMA
                                                               ADJUSTMENTS
                                                                   FOR         PRO FORMA
                                             ACQUISITIONS     ACQUISITIONS        FOR       PRO FORMA
                               HISTORICAL         (A)              (A)        ACQUISITIONS ADJUSTMENTS    NOTE      PRO FORMA
                               -----------  ---------------  ---------------  -----------  -----------  ---------  -----------
<S>                            <C>          <C>              <C>              <C>          <C>          <C>        <C>
                                                          (IN THOUSANDS, EXCEPT PER SHARE AMOUNTS)
Net sales....................   $ 851,889      $  14,410                       $ 866,299                            $ 866,299
                               -----------       -------                      -----------                          -----------
Operating expenses:
  Costs of production........     628,393          7,724                         636,117                              636,117
  Selling, general and
    administrative...........     119,266          4,687                         123,953    $     625      (b)        124,578
  Depreciation and
    amortization of
    intangibles..............      48,435            331     $      1,672         50,438                               50,438
                               -----------       -------          -------     -----------  -----------             -----------
                                  796,094         12,742            1,672        810,508          625                 811,133
                               -----------       -------          -------     -----------  -----------             -----------
Operating income.............      55,795          1,668           (1,672   )     55,791         (625 )                55,166
                               -----------       -------          -------     -----------  -----------             -----------
Other expenses (income):
  Interest expense...........      34,274             18            1,356         35,648       28,541      (c)         64,189
  Amortization of deferred
    financing costs..........       1,462                                          1,462        2,780      (d)          4,242
  Interest income............        (360 )           (4   )                        (364 )                               (364 )
  Preferred dividends of a
    subsidiary trust
    (QUIPS)..................       3,400                                          3,400       (3,400 )    (e)
  Other, net.................      (3,934 )            8                          (3,926 )       (479 )    (f)         (4,405 )
                               -----------       -------          -------     -----------  -----------             -----------
                                   34,842             22            1,356         36,220       27,442                  63,662
                               -----------       -------          -------     -----------  -----------             -----------
Income (loss) before income
  taxes......................      20,953          1,646           (3,028   )     19,571      (28,067 )                (8,496 )
Income tax expense
  (benefit)..................       9,638            576           (1,211   )      9,003      (11,395 )    (g)         (2,392 )
                               -----------       -------          -------     -----------  -----------             -----------
Net income (loss)............      11,315          1,070           (1,817   )     10,568      (16,672 )                (6,104 )
Dividend requirements on
  investment instrument......                                                                  (3,308 )    (h)         (3,308 )
Dividend requirements on PIK
  preferred stock............                                                                  (6,325 )    (i)         (6,325 )
                               -----------       -------          -------     -----------  -----------             -----------
Income (loss) applicable to
  common shares..............  $   11,315   $      1,070     $     (1,817   ) $   10,568   $  (26,305 )            $  (15,737 )
                               -----------       -------          -------     -----------  -----------             -----------
                               -----------       -------          -------     -----------  -----------             -----------
Earnings (loss) per share
  Basic......................  $     0.57                                     $     0.54                           $    (1.68 )
                               -----------                                    -----------                          -----------
                               -----------                                    -----------                          -----------
  Diluted....................  $     0.54                                     $     0.51                           $    (1.68 )
                               -----------                                    -----------                          -----------
                               -----------                                    -----------                          -----------
Weighted average shares
  outstanding
  Basic......................      19,714                                         19,714                                9,362
                               -----------                                    -----------                          -----------
                               -----------                                    -----------                          -----------
  Diluted....................      24,659                                         24,659                                9,362
                               -----------                                    -----------                          -----------
                               -----------                                    -----------                          -----------
Pro forma ratio of earnings
  to fixed charges (j).......                                                                                              --
                                                                                                                   -----------
                                                                                                                   -----------
</TABLE>



          See Notes to Pro Forma Consolidated Statements of Operations


                                      108
<PAGE>
            NOTES TO PRO FORMA CONSOLIDATED STATEMENTS OF OPERATIONS


    The pro forma adjustments to the consolidated statements of operations
exclude the write-off of $8.2 million, or $4.9 million after tax, of deferred
financing costs associated with the QUIPS and other existing debt, as neither
are assumed to be outstanding after the merger. This amount represents a
non-recurring expense which Big Flower anticipates will be recorded in the
consolidated statement of operations for the period including the merger.



(a) Represents the results of operations prior to acquisition for all companies
    acquired during 1998 and 1999. Pro forma adjustments represent incremental
    goodwill and software amortization based on the fair values of the net
    assets of the acquired businesses as well as incremental interest on
    borrowings to fund the acquisitions.



    Incremental goodwill is amortized assuming a 15-year useful life for
    software development businesses acquired and a 40-year useful life for all
    other acquired businesses. Acquired software costs are amortized assuming a
    7-year useful life. As the valuation of acquired and in-process technology
    related to the acquisition of Drake Automation Limited has not been
    completed, amortization of the excess purchase price over the value of its
    net assets acquired is assumed at an average useful life of 10 years.



    Incremental interest assumes average borrowing rates of 7.3% for the year
    ended December 31, 1998 and 6.6% for the six months ended June 30, 1999,
    both of which are based on Big Flower's actual borrowing rates under its
    revolving credit facility.


(b) Represents the annual $1.25 million management fee to be paid to Thomas H.
    Lee Company and Evercore Advisors Inc. after completion of the merger.

(c)


<TABLE>
<CAPTION>
                                                                      YEAR ENDED      SIX MONTHS ENDED
                                                                   DECEMBER 31, 1998    JUNE 30, 1999
                                                                   -----------------  -----------------
<S>                                                                <C>                <C>
                                                                              (IN THOUSANDS)
Interest on new debt(1)..........................................     $    78,883         $  38,324
Less: Historical interest on long-term debt repaid...............         (24,308)           (8,409)
Less: Interest related to acquired businesses(2).................         (12,860)           (1,374)
                                                                         --------           -------
  Net adjustment.................................................     $    41,715         $  28,541
                                                                         --------           -------
                                                                         --------           -------
</TABLE>


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


    (1) Represents interest on borrowings of $772.3 million at an assumed
       weighted average interest rate of 10.2% for the year ended December 31,
       1998 and 9.9% for the six months ended June 30, 1999.


    (2) Represents elimination of historical interest expense related to
       acquired businesses prior to purchase by Big Flower as well as pro forma
       interest for the acquisitions (see (a)).


                                              (FOOTNOTES CONTINUED ON NEXT PAGE)


                                      109
<PAGE>

    (FOOTNOTES CONTINUED FROM PRECEDING PAGE)



    In December 1998, Big Flower issued $250.0 million of 8 5/8% senior
    subordinated notes and used the proceeds to repay a portion of borowings
    under its revolving credit facility. The pro forma statement of operations
    for the year ended December 31, 1998 assumes that these notes will remain
    outstanding after the merger and that the revolving credit facility will be
    replaced by a new facility. Pro forma adjustments to the statement of
    operations for that period reflect the incremental interest expense on new
    debt, which includes the outstanding revolving credit facility balance as of
    June 30, 1999, (as adjusted for subsequent acquisitions) as if that balance
    had been outstanding for all of 1998. Since the assumed balance reflects the
    reduction following the 8 5/8% notes offering, the pro forma interest is
    based upon this lower balance. As the 8 5/8% notes were not issued in
    connection with any of the transactions adjusted for in the pro forma
    financial statements (as detailed on page 102), pro forma interest expense
    does not include $20.7 million of additional interest expense that would
    have been incurred had these notes been outstanding for all of 1998.



    A 1/8% increase or decrease in the assumed weighted average interest rate
    applicable to new variable rate debt would change the pro forma interest
    expense by $1.0 million for the year ended December 31, 1998 and by $0.5
    million for the six months ended June 30, 1999.


(d)


<TABLE>
<CAPTION>
                                                                      YEAR ENDED      SIX MONTHS ENDED
                                                                   DECEMBER 31, 1998    JUNE 30, 1999
                                                                   -----------------  -----------------
<S>                                                                <C>                <C>
                                                                              (IN THOUSANDS)
Amortization of deferred financing costs(1)......................      $   6,773          $   3,387
Less: Amortization of deferred financing costs of debt
  repaid(2)......................................................           (879)              (607)
                                                                          ------             ------
  Net adjustment.................................................      $   5,894          $   2,780
                                                                          ------             ------
                                                                          ------             ------
</TABLE>


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

    (1) Represents amortization of deferred financing costs of $56.6 million
       over the term of the related debt.


    (2) Represents the elimination of historical amortization of deferred
       financing costs for the QUIPS and some existing long-term debt, as
       neither are assumed to be outstanding after the merger.


(e) Represents elimination of preferred dividends on QUIPS assumed to be
    converted into common stock prior to the merger and exchanged for merger
    consideration in the merger.


(f) Represents a 0.5% commitment fee on the unused portion of the new revolving
    credit facility, net of actual amounts incurred under the existing facility.


(g) Represents the tax benefit of the pro forma adjustments.


(h) Represents paid-in-kind dividends on $60.0 million at an annual rate of 10%
    compounded semi-annually.



(i) Represents paid-in-kind dividends on $114.7 million at an annual rate of 10%
    compounded semi-annually.



(j) For purposes of determining the pro forma ratio of earnings to fixed
    charges, earnings are defined as earnings before income taxes, plus fixed
    charges. Fixed charges include interest, amortization of deferred financing
    costs, one-third of rental expense on operating leases (representing the
    portion of rent expense deemed to be attributable to interest) and preferred
    dividends of a subsidiary trust. On a pro forma basis, earnings were
    insufficient to cover fixed charges by $8.5 million for the six months ended
    June 30, 1999. The pro forma earnings for the six months ended June 30, 1999
    include non-cash charges of depreciation and amortization of $50.4 million.
    Exclusive of this amount, pro forma earnings would have exceeded fixed
    charges by $41.9 million for that period.


                                      110
<PAGE>
                          DIRECTORS AND MANAGEMENT OF
                        BIG FLOWER FOLLOWING THE MERGER

EXECUTIVE OFFICERS


    Some executive officers of Big Flower will be the executive officers of Big
Flower following the merger. The name, age, current position and business
experience of these executive officers of Big Flower is as follows:



    R. THEODORE AMMON has been the Chairman of the Board of Big Flower since its
inception and was Chief Executive Officer of Big Flower Press from its inception
until April 1997. Mr. Ammon is also the Chairman of XL Ventures, Inc., Big
Flower's Internet and new media venture capital subsidiary. Mr. Ammon is also a
director of Big Flower Press and Big Flower Digital Services, Inc., a wholly
owned subsidiary of Big Flower. Mr. Ammon was a General Partner of Kohlberg
Kravis Roberts & Co., a New York and San Francisco-based investment firm, from
1990 to 1992, and an executive of such firm prior to 1990. Mr. Ammon is also the
Chairman of the Board of 24/7 Media, Inc. and a member of the Board of Directors
of Host Marriott Corporation and of CAIS Internet, Inc., and serves on the
boards of directors of numerous privately held corporations. Mr. Ammon is
involved in a number of not-for-profit organizations and serves as a member of
the Board of Directors of The Municipal Art Society of New York, The New York
YMCA, and Jazz @ Lincoln Center. He is also a member of the Board of Trustees of
Bucknell University. Mr. Ammon is 49 years old.



    EDWARD T. REILLY has been the President and the Chief Executive Officer and
a director of Big Flower since its inception. He has also been a director of Big
Flower Press since June 1996, and its Chief Executive Officer since April 1997,
having also served as its Chief Operating Officer from March 1996 until April
1997. Additionally, he is a director of Big Flower's subsidiaries, TC
Advertising, Digital Services, Inc. and Webcraft. Prior to joining Big Flower,
Mr. Reilly held a variety of executive positions with McGraw-Hill, Inc., a
publishing and communications company, in their Broadcast and Publication groups
from 1968 to 1996, and served as President of McGraw-Hill Broadcasting from 1987
to 1996. He is Vice Chairman and a member of the executive committee of the Ad
Council and serves on the Board of Trustees of Lynchburg College in Virginia.
Recently, Mr. Reilly was elected to the Board of Directors of The National
Council of La Raza. In addition, Mr. Reilly has been active in television
industry affairs, having served as the Chairman of the Television Bureau of
Advertising and as a member of the Board of Directors of the National
Association of Broadcasters. He is the former Chairman of the Association for
Maximum Service Television (MSTV), a trade association of over 300 television
stations which has been in the forefront of the effort to facilitate the
industry's transition to high definition television. Mr. Reilly is 52 years old.


    RICHARD L. RITCHIE has been Executive Vice President and Chief Financial
Officer of Big Flower since January 1997. Prior to joining Big Flower, Mr.
Ritchie served as Senior Vice President and Chief Financial Officer of
Harte-Hanks Communications, Inc. from 1986 to 1996. Mr. Ritchie is 52 years old.


    The term of office of each executive officer is until the organizational
meeting of Big Flower's board of directors following the next annual meeting of
Big Flower stockholders and until a successor is elected and qualified or until
that officer's prior death, resignation, retirement, disqualification or
removal.


                                      111
<PAGE>
DIRECTORS

    At the time of the merger, the board of directors of Big Flower will be
replaced by the board of directors of BFH Merger Corp., which will be comprised
of five directors. The name, age, current position and business experience of
these directors is as follows:

    THOMAS H. LEE founded Thomas H. Lee Company in 1974 and since that time has
served as its President. From 1966 through 1974, Mr. Lee was with First National
Bank of Boston where he directed the bank's high technology lending group from
1968 to 1974 and became a Vice President in 1973. Mr. Lee serves as a director
of numerous public and private corporations including Finlay Enterprises, Inc.,
Metris Companies, Inc., Safelite Glass Corporation, Vail Resorts, Inc and
Wyndham International, Inc. Mr. Lee is 55 years old.


    ANTHONY J. DINOVI is a Managing Director of Thomas H. Lee Company. Prior to
joining Thomas H. Lee Company in 1988, Mr. DiNovi was in the Corporate Finance
Department at Wertheim Schroder & Co., Inc. Mr. DiNovi is a director of CelPage,
Inc., Eye Care Centers of America, Inc., Fisher Scientific International, Inc.,
LiveWire Systems, Inc., ProcureNet, Inc., and Safelite Glass Corporation. Mr.
DiNovi is 37 years old.


    SCOTT M. SPERLING is a Managing Director of Thomas H. Lee Company. In this
capacity he is a director of Fisher Scientific International, Inc., GenTek Inc.,
ProcureNet, Inc., Safelite Glass Corporation, Wyndham International, Inc. and a
number of private companies. For ten years prior, Mr. Sperling was Managing
Partner of the Aeneas Group, the private capital affiliate of the Harvard
Management Company, Inc. Mr. Sperling is 41 years old.

    ROGER C. ALTMAN co-founded Evercore Partners in 1996. From 1992-1995, Mr.
Altman served as Deputy Treasury Secretary. From 1987-1992, Mr. Altman was Vice
Chairman of The Blackstone Group, where he led the firm's merger advisory
business and originated several principal investment opportunities. Prior to
1987, Mr. Altman spent 14 years at Lehman Brothers where he was a managing
director, Co-head of Investment Banking, Member of the Management Committee and
Member of the Board of Directors. Mr. Altman is 53 years old.

    AUSTIN M. BEUTNER co-founded Evercore Partners in 1996. From 1994 to 1996,
Mr. Beutner was Chief Executive Officer and President of the U.S. Russia
Investment Fund, and in January 1997, Mr. Beutner was named Vice Chairman of its
Board of Directors. Before his affiliation with the U.S. Russia Investment Fund,
he was a General Partner of The Blackstone Group. Mr. Beutner is 39 years old.

    Shortly after the merger, it is expected that the Big Flower board of
directors will be increased to nine members. Two of the additional members are
expected to be as follows:

    R. THEODORE AMMON.  See information included under "--Executive Officers."

    EDWARD T. REILLY.  See information included under "--Executive Officers."

    The remaining two directors will be determined by Thomas H. Lee Equity Fund
IV, subject to the consent of Evercore Capital Partners and R. Theodore Ammon.

SECURITY OWNERSHIP OF BIG FLOWER FOLLOWING THE MERGER


    The following table sets forth the anticipated beneficial ownership of the
securities of Big Flower immediately after completion of merger. The amounts
below assume a total equity contribution from Thomas H. Lee Equity Fund IV and
Evercore Capital Partner of up to $  -  million and a total


                                      112
<PAGE>

equity contribution from members of management who are retaining shares of Big
Flower common stock or options to purchase those shares, in each case in the
merger, of $  -  million, based on the value attributed to the shares of common
stock and/or options to purchase those shares of common stock which will be
retained by those persons in Big Flower. The table does not take into account
any options to acquire Big Flower common stock which may be granted to employees
of Big Flower after completion of the merger. The actual investment of each of
those member of management has not been definitively determined and may be
changed.


<TABLE>
<CAPTION>
      NAME OF BENEFICIAL OWNER           AMOUNT AND NATURE OF OWNERSHIP             PERCENTAGE OF CLASS
- ------------------------------------  ------------------------------------  ------------------------------------
<S>                                   <C>                                   <C>
R. Theodore Ammon...................                   -                                     -
Edward T. Reilly....................                   -                                     -
Thomas H. Lee
  Equity Fund IV....................                   -                                     -
Evercore Capital Partners...........                   -                                     -
</TABLE>

                                      113
<PAGE>
                  OTHER INFORMATION FOR THE BIG FLOWER MEETING

NOMINEES FOR ELECTION AS BIG FLOWER DIRECTORS


    The directors of Big Flower are divided into three classes, designated Class
I, Class II and Class III. Each class consists, as nearly as possible, of
one-third of the total number of directors constituting the entire board of
directors. Currently, the Class I directors are Messrs. Kimmitt and Minow; the
Class II directors are Ms. Manley and Mr. Diamandis; and the Class III directors
are Messrs. Ammon and Reilly. For information regarding the Class II directors
of Big Flower, see "--Directors and Executive Officers" below. For information
regarding the Class III directors of Big Flower, see "Directors and Management
of Big Flower Following the Merger" on page 111. The Class I directors were
reelected at the 1996 Annual Meeting of Stockholders to hold office until the
date of the Big Flower meeting; the Class II directors were reelected at the
1997 Annual Meeting of Stockholders to hold office until the date of the 2000
Annual Meeting of Stockholders; and the Class III directors were reelected at
the 1998 Annual Meeting of Stockholders to hold office until the date of the
2001 Annual Meeting of Stockholders and, in each case, until a successor is
elected and qualified and subject to a director's prior death, resignation,
retirement, disqualification or removal.



    It is recommended that Messrs. Kimmitt and Minow be elected as Class I
directors of Big Flower, to hold office until the 2002 Annual Meeting of
Stockholders, and in each case until a successor is elected and qualified or
until that director's prior death, resignation, retirement, disqualification or
removal, unless the merger is completed prior to that time. Both nominees are
presently serving as directors of Big Flower. Class I directors were classified
as such at a meeting of the board of directors held on November 10, 1995. Big
Flower is unaware of any reason why either nominee would be unwilling or unable
to serve as a director. However, should either nominee be unwilling or unable to
serve as a director at the time of the Big Flower meeting or any adjournment or
postponement thereof, the persons named in the proxy will vote for the election
of that other person for that directorship as the board of directors may
recommend.



    If the merger is completed then, at the completion of the merger, the board
of directors of Big Flower at that time will be replaced by the board of
directors of BFH Merger Corp. in accordance with the merger agreement. For more
information regarding the composition of the Big Flower board of directors, see
"Directors and Management of Big Flower Following the Merger--Directors" on page
112. In addition, if the merger is completed then, as part of the merger, the
restated certificate of incorporation and amended and restated bylaws of Big
Flower will be amended to eliminate the provisions providing for staggered
three-year terms for directors and provide that directors will be elected
annually at the annual meeting of stockholders. For a more detailed description
of this and other proposed amendments to the Big Flower certificate of
incorporations, see "Special Factors-- Amendment of Big Flower Restated
Certificate of Incorporation and Amended and Restated Bylaws" on page 27.



    Information regarding each person nominated by the board of directors,
including the nominee's principal occupation during the past five years and
current directorships, is set forth below. Unless otherwise indicated, the
nominees have had the indicated principal occupations for the past five years.


                                      114
<PAGE>

<TABLE>
<CAPTION>
NAME OF DIRECTOR                             AGE       BUSINESS EXPERIENCE DURING PAST FIVE YEARS AND OTHER INFORMATION
- ---------------------------------------      ---      ------------------------------------------------------------------
<S>                                      <C>          <C>
Robert M. Kimmitt......................          51   Robert M. Kimmitt has been a Director of Big Flower since its
                                                      inception. He was also a director of Big Flower Press from
                                                      November 1996 until December 1997. Since May 1997, he has been a
                                                      partner in the law firm of Wilmer, Cutler & Pickering. From 1993
                                                      to April 1997, Mr. Kimmitt was a managing director of Lehman
                                                      Brothers and head of its Washington corporate finance office.
                                                      Prior to joining Lehman Brothers, Mr. Kimmitt served from 1991 to
                                                      1993 as American Ambassador to Germany, and from 1989 to 1991 as
                                                      Under Secretary of State for Political Affairs. He was a partner
                                                      in the Washington office of Sidley & Austin from 1987 to 1989. Mr.
                                                      Kimmitt served as a member of the National Security Council staff
                                                      at the White House from 1978 to 1985 and General Counsel of the
                                                      Department of the Treasury from 1985 to 1987. Mr. Kimmitt serves
                                                      on the boards of Allianz Life Insurance Company of North America
                                                      and United Defense Industries, Inc., as well as on the supervisory
                                                      boards of Mannesmann AG of Duesseldorf, Germany, and Siemens AG of
                                                      Munich, Germany, and on the U.S. Group Council of BMW AG of
                                                      Munich, Germany. He is also on the Boards of Georgetown
                                                      University, the German Marshall Fund, and several other non-profit
                                                      organizations whose focus is international affairs.

Newton N. Minow........................          73   Newton N. Minow has been a Director of Big Flower since its
                                                      inception. He was also a director of Big Flower Press from
                                                      September 1996 until December 1997. Since 1991, Mr. Minow has been
                                                      counsel to the law firm of Sidley & Austin, where he served as
                                                      Partner from 1965 to 1991. He also served as Chairman of the
                                                      Federal Communications Commission from 1961 to 1963. He is a
                                                      director of Aon Corporation and Manpower, Inc. Mr. Minow is former
                                                      Chairman of the Carnegie Corporation of New York, an Advisory
                                                      Trustee and former Chairman of the Board of Trustees of The RAND
                                                      Corporation and former Chairman of the Board of Governors of the
                                                      Public Broadcasting Service. Mr. Minow is also a Life Trustee of
                                                      the University of Notre Dame and a Life Trustee of Northwestern
                                                      University.
</TABLE>

                                      115
<PAGE>
DIRECTORS AND EXECUTIVE OFFICERS


    The following table shows information regarding the Class II directors of
Big Flower, both of whom are U.S. citizens. For information regarding the Class
III directors of Big Flower and the executive officers of Big Flower, see
"Directors and Management of Big Flower following the Merger" on page 111.


<TABLE>
<CAPTION>
NAME                                         AGE                        POSITIONS
- ---------------------------------------      ---      ----------------------------------------------
<S>                                      <C>          <C>
Peter G. Diamandis.....................          67   Class II Director
Joan D. Manley.........................          66   Class II Director
</TABLE>

    Set forth below is certain additional information concerning the persons
listed above.

    PETER G. DIAMANDIS has been a Director of Big Flower since its inception. He
was also a director of Big Flower Press from September 1994 until December 1997.
Mr. Diamandis is also a director of XL Ventures. Mr. Diamandis was Vice Chairman
of Donnelley Marketing, Inc., a marketing company, from 1991 through 1996. Since
1996, he has been the Vice Chairman of DM LLC, the successor entity to Donnelley
Marketing, Inc. He is the former Chairman of TVSM, Inc., a magazine publishing
company. From 1988 to 1991, Mr. Diamandis served as President and Chief
Executive Officer of Hachette Publications, which purchased Diamandis
Communications Inc. in 1988. From 1987 to 1988, Mr. Diamandis served as
Chairman, President and Chief Executive Officer of Diamandis Communications
Inc., a publisher of special interest magazines. In 1982, Mr. Diamandis joined
CBS Magazines as Vice President, Group Publisher, Women's Day, and served as
President of CBS from September 1983 to 1987. Mr. Diamandis is a former Chairman
of Magazine Publishers of America. Mr. Diamandis serves on the Board of Trustees
of Bucknell University.

    JOAN D. MANLEY has been a Director of Big Flower since September 1994. Ms.
Manley retired from Time Incorporated in 1984, where she had held numerous
positions since 1960. At the time of her retirement, Ms. Manley was Group Vice
President and a director of Time Incorporated. Ms. Manley serves on the Board of
Directors of Sara Lee Corporation and Founders Fund and is a Trustee of the
Rocky Mountain Resource Center.


BOARD MEETINGS AND COMMITTEES OF THE BIG FLOWER BOARD OF DIRECTORS



    Six meetings of the full board of directors of Big Flower were held during
the fiscal year ended December 31, 1998. Each incumbent director attended more
than 75% of the aggregate of all meetings of the board of directors that were
held after that director's election to the board and of all committees of the
board of directors that the director was eligible to attend in fiscal 1998.



    Big Flower has standing audit, compensation and nominating committees whose
current functions and members are described below. It is anticipated that at its
first meeting following the Big Flower meeting, the board will designate
directors to serve on each of these standing committees until the next annual
meeting of stockholders. However, if the merger is completed then, at the
completion of the merger, the new board of directors of Big Flower will
designate from such new board the directors to serve on each of the standing
committees. For a more detailed explanation of the effect of the merger on the
Big Flower board of directors and members of management, see "Directors and
Management of Big Flower Following the Merger" on page 111.



    AUDIT COMMITTEE.  The audit committee is composed of Joan D. Manley
(Chairman), Robert M. Kimmitt and Newton N. Minow. The audit committee meets
periodically with Big Flower's management, internal accounting staff, and
representatives of Big Flower's independent certified public accountants to
assure that appropriate audits of Big Flower's financial statements are being
conducted. Additionally, this committee reviews corporate compliance policies
and activities, the scope of internal and external audit activities, and the
results of the annual audit. Both the independent certified public


                                      116
<PAGE>

accountants and the internal accounting staff communicate directly with the
committee regarding the results of their examinations, the adequacy of internal
accounting controls, and the integrity of financial reporting. The audit
committee met three times during fiscal 1998. In the course of performing its
functions, the audit committee also:



    - recommends the action to be taken with respect to the appointment of Big
      Flower's independent certified public accountants,



    - reviews with Big Flower's independent certified public accountants the
      scope of their audit, their report and their recommendations, and



    - considers the possible effect on the independence of such accountants in
      approving non-audit services requested of them.



    COMPENSATION COMMITTEE.  The compensation committee is composed of Peter G.
Diamandis (Chairman), Robert M. Kimmitt and Newton N. Minow. The compensation
committee met four times during fiscal 1998. This committee is charged with the
responsibility of:



    - reviewing, advising and making recommendations with respect to employee
      salary and compensation plans, benefits and standards applicable to the
      executive officers of Big Flower,



    - taking such actions with respect thereto as are not specifically reserved
      to the board of directors, and



    - administering the Big Flower restated 1993 stock award and incentive plan,
      Big Flower's executive incentive plan, and other salary or compensation
      plans that the committee is designated to administer.



    NOMINATING COMMITTEE.  The nominating committee is composed of R. Theodore
Ammon (Chairman), Peter G. Diamandis and Joan D. Manley. This committee is
charged with the responsibility of considering and recommending individuals to
be considered by the board of directors for membership on the board of
directors. The nominating committee was established in March 1997 and met once
in fiscal 1998.



    The nominating committee will also consider nominations for board membership
by stockholders. The nominating committee has adopted the following rules with
respect to considering such nominations:



    - the nominating stockholder must have owned shares of common stock of Big
      Flower for at least six months prior to the date the nomination is
      submitted;



    - the nomination must be received by the nominating committee 120 days
      before the mailing date for proxy material applicable to the annual
      meeting for which such nomination is proposed for submission; and



    - a detailed statement setting forth the qualifications, as well as the
      written consent, of each party nominated must accompany each nomination
      submitted.


COMPENSATION OF DIRECTORS

    Directors of Big Flower who are also employees of Big Flower or its
subsidiaries do not receive any additional compensation for service as a member
of the board of directors of Big Flower or any of its committees. For
information relating to compensation of Big Flower's management directors, see
"--Employment Arrangements with Executive Officers" below.


    All other directors of Big Flower are paid an annual fee of $25,000 for
serving on the board. In addition, (a) the Chairman of each of the standing
committees who is a non-employee director is paid an annual retainer of $2,500
and (b) each member of such standing committees (including any


                                      117
<PAGE>
Chairman who is a non-employee director) is paid a fee of $1,000 for each
standing committee meeting attended by such member.


    In addition, each non-employee director is given the option of electing to
receive all or any portion of their annual retainer and meeting fees in the form
of:



    - shares of common stock of Big Flower,



    - options to purchase shares of common stock of Big Flower, or



    - cash.



    Furthermore, each member of the board of directors of Big Flower who is not
an employee of Big Flower, any of its subsidiaries or any of its affiliates
receives:



    - an option to purchase 13,400 shares of common stock on the date that such
      director is first elected to the board of directors and



    - an option to purchase 1,000 shares of common stock on the date that such
      director is reelected to the board of directors. Each initial election
      option has a term of ten years, and each reelection option has a term of
      five years.



    Each of these options vests immediately upon the date of grant and has an
    exercise price equal to the closing price of a share of common stock of Big
    Flower on the NYSE on the date of grant, which may be paid (1) in cash, (2)
    by check or (3) in previously acquired unrestricted shares of common stock,
    valued at the closing price of a share of common stock of Big Flower on the
    NYSE on the date of its exercise.


    The compensation of directors following the merger has not yet been
determined.

SECTION 16(A) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE

    Section 16(a) of the Exchange Act requires Big Flower's directors, executive
officers, and persons who own more than ten percent of Big Flower's common stock
to file reports of ownership and changes in ownership on Forms 3, 4 and 5 with
the Securities and Exchange Commission and the NYSE. Directors, executive
officers and greater than ten percent stockholders are required by the
Securities and Exchange Commission regulations to furnish Big Flower with copies
of all Forms 3, 4 and 5 they file.


    Based solely on Big Flower's review of the copies of these forms it has
received, or written representations from some reporting persons that no Forms 5
were required for these persons, Big Flower believes that all its directors,
executive officers and greater than ten percent beneficial owners complied with
all filing requirements applicable to them with respect to fiscal 1998.


VOTING SECURITIES AND PRINCIPAL HOLDERS THEREOF


    The following table sets forth the beneficial ownership as of   -  by each
person known by Big Flower to be the beneficial owner of more than 5% of the
outstanding shares of common stock of Big Flower, constituting the only class of
voting capital stock of Big Flower, each director of Big Flower and nominee for
director of Big Flower, each executive officer whose name appears in the summary
compensation table below who was an executive officer of Big Flower as of   -  ,
1999 and all directors and executive officers as a group.


                                      118
<PAGE>


<TABLE>
<CAPTION>
                                                                                   SHARES BENEFICIALLY OWNED
                                                                            ---------------------------------------
                                                                            AMOUNT AND NATURE
NAME AND ADDRESS OF BENEFICIAL OWNER                                         OF OWNERSHIP (A)   PERCENTAGE OF CLASS
- --------------------------------------------------------------------------  ------------------  -------------------
<S>                                                                         <C>                 <C>
R. Theodore Ammon (b).....................................................        2,517,144              12.6%
  c/o Big Flower Holdings, Inc.
  3 East 54(th) Street
  New York, New York 10022

EnTrust Capital Inc.......................................................        4,049,354              20.6%
  650 Madison Avenue
  New York, New York 10022

Highfields Capital Management LP..........................................        1,338,100               6.8%
  c/o Highfields Capital Management
  200 Clarendon Street
  Boston, Massachusetts 02117

The Prudential Insurance Company of America...............................        1,287,700               6.5%
  751 Broad Street
  Newark, New Jersey 07102-3777

Peter G. Diamandis (c)....................................................           24,816                  *
  700 Canal Street
  Stamford, Connecticut 06902

Robert M. Kimmitt (d).....................................................           23,651                  *
  Wilmer, Cutler & Pickering
  2445 M Street, N.W.
  Washington, D.C. 20037-1420

Joan D. Manley (e)........................................................           17,004                  *
  P.O. Box 1353
  Dillon, Colorado 80435

Newton N. Minow (f).......................................................           33,651                  *
  c/o Sidley & Austin
  One First National Plaza
  Suite 4800
  Chicago, Illinois 60603

Edward T. Reilly (g)......................................................          294,467               1.5%
  c/o Big Flower Holdings, Inc.
  3 East 54(th) Street
  New York, New York 10022

Mark A. Angelson (h)......................................................          201,000               1.0%
  c/o Big Flower Holdings, Inc.
  3 East 54(th) Street
  New York, New York 10022

Richard L. Ritchie (i)....................................................           50,000                  *
  c/o Big Flower Holdings, Inc.
  3 East 54(th) Street
  New York, New York 10022

All directors and current executive officers
  as a group (8 persons) (j)..............................................        3,161,733              15.3%
</TABLE>


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

*   Less than one percent

                                              (FOOTNOTES CONTINUED ON NEXT PAGE)

                                      119
<PAGE>
(FOOTNOTES CONTINUED FROM PRECEDING PAGE)

(a) This column includes shares which directors and executive officers have the
    right to acquire within 60 days. Except as otherwise indicated, each person
    and entity has sole voting and dispositive power with respect to the shares
    set forth in the table.


(b) Includes:



    - 6,000 shares held by Mr. Ammon as general partner of a partnership in
      which his family members are the limited partners and have 99% of the
      economic interests,



    - options to purchase 300,000 shares of common stock which are presently
      exercisable and



    - 200 shares owned by Mr. Ammon's minor children, as to which Mr. Ammon
      disclaims beneficial ownership.


(c) Represents options to purchase 24,816 shares of common stock which are
    presently exercisable.

(d) Represents options to purchase 23,651 shares of common stock which are
    presently exercisable.

(e) Includes options to purchase 14,400 shares of common stock which are
    presently exercisable.

(f) Includes options to purchase 23,651 shares of common stock which are
    presently exercisable.

(g) Includes options to purchase 286,667 shares of common stock which are
    presently exercisable.

(h) Includes options to purchase 195,800 shares of common stock which are
    presently exercisable.

(i) Represents options to purchase 50,000 shares of common stock which are
    presently exercisable.

(j) Includes options to purchase 918,985 shares of common stock which are
    presently exercisable.

EXECUTIVE COMPENSATION

    REPORT OF THE COMPENSATION COMMITTEE


    INTRODUCTION.  This report to stockholders presents an overview of both the
charter of the compensation committee of the board of directors and of Big
Flower's compensation philosophy. The compensation committee is composed
entirely of non-employee directors.



    THE COMPENSATION COMMITTEE'S ROLE.  The compensation committee's principal
function is to review and approve the compensation program for the executive
officers and other senior executives of Big Flower and to administer grants
under the Plan.



    Big Flower's executive compensation program is designed to motivate the
executives to achieve Big Flower's business objectives, with a special emphasis
on increasing stockholder value, earnings per share, EBITDA and after tax return
on invested capital. Some of Big Flower's executive officers are currently
employed under multi-year employment agreements, whose purpose is to retain the
services of those officers for extended periods. The minimum salary to which
each of those executive officer is entitled is specified in the employment
agreement, but the annual bonus for each executive officer, which is a major
part of an executive officer's cash compensation, and awards of stock options
for executive officers, are subject to approval by the compensation committee
from time to time. The principal terms of the employment agreements of executive
officers of Big Flower are described under "--Employment Arrangements with
Executive Officers" on page 127.


    OVERALL OBJECTIVES OF THE EXECUTIVE COMPENSATION PROGRAM.  The executive
compensation program is designed to help Big Flower retain, motivate and recruit
the executives needed to maximize Big Flower's return to stockholders. Big
Flower's explicit objective is to pay at levels required to secure the services
of exceptionally talented executive officers, in particular, and employees, in
general, necessary to achieve its long-term financial, strategic and stock price
growth goals. Since one of Big Flower's objectives is rapid revenue growth, by
internal expansion and through acquisitions, Big Flower has

                                      120
<PAGE>
recruited the executive talent required to run a company that is larger than Big
Flower in its present form. Toward that end, the executive compensation program
is designed to provide:

    - Levels of compensation that are highly competitive with those provided in
      the various markets in which Big Flower competes for its executive
      resources.

    - Incentive compensation that:

       - - varies with the financial performance of Big Flower and/or its
           various business units;

       - - varies with the performance of Big Flower's stock price; and

       - - effectively rewards individual performance.

    - Equity-based compensation that ties executives' long-term financial
      interests to growth in Big Flower's market value per share.


    PROVIDING HIGHLY COMPETITIVE LEVELS OF COMPENSATION.  Big Flower provides
its executive officers with a total compensation package that--at expected
levels of performance--is generally intended to compare favorably with
compensation packages provided to executives in the advertising, marketing and
information services industries, as adjusted to reflect Big Flower's current
size and intended growth, who hold comparable positions or have similar
qualifications. In addition, this compensation takes into account the highly
demanding roles and combinations of responsibilities undertaken by Big Flower's
executive officers.


    Given Big Flower's aggressive stockholder return objectives, Big Flower has
designed salary and incentive programs intended to attract exceptionally
high-caliber executives and is committed to paying these executives a
substantial portion of their compensation based directly on the performance of
Big Flower and, in appropriate cases, on the performance of a particular
business unit.


    To establish appropriate competitive frames of reference, Big Flower looks
toward pay levels offered by leading-performance companies in the relevant
markets for executive talent. Big Flower periodically assesses an executive's
competitive level of compensation based on information drawn from a variety of
sources, including proxy statements, compensation surveys and external
compensation consultants. Big Flower's review of competitive compensation levels
incorporates a case-by-case approach that considers each position's relative
content, accountabilities and scope of responsibility. Big Flower also takes
into account its businesses, current size and expected growth, expected
contributions from specific executives and other similar factors. For senior
executives, this review includes an examination of pay data for comparable
positions within the advertising and marketing services industries, as well as
data for other diversified holding companies and pay data for individuals with
backgrounds comparable to those of its officers.


    While the expected value of an executive's compensation package is set at a
highly competitive level, each executive officer's pay package places a
significant portion of pay at risk, and the actual value of the package will
exceed or fall below this level depending on actual results of Big Flower. Big
Flower is committed to the pay-for-performance philosophy and believes that the
executive compensation program should provide stockholders with
performance-for-pay.


    ENSURING THAT INCENTIVE COMPENSATION VARIES WITH PERFORMANCE.  The executive
compensation program is designed to ensure that incentive compensation varies
with the performance of Big Flower and its business units. Awards paid under Big
Flower's executive incentive plan and the grants under the Plan will be directly
tied to the short- and long-term financial performance, especially EPS, EBITDA
and after tax return on invested capital, of Big Flower and its business units,
as well as the performance of Big Flower's stock price.


    Big Flower's various incentive plans each serve different purposes and, as
such, employ different measures of performance and cover different periods of
time. Accordingly, an executive officer's total

                                      121
<PAGE>

compensation will not typically vary based on any single measure of Big Flower
or business unit performance. However, in combination, these plans provide a
powerful incentive--focusing management attention on those measures important to
stockholders, such as growth, EPS, EBITDA and after tax return on invested
capital, holding executives accountable for poor results and rewarding them for
superior accomplishments.



    Big Flower also believes that effectively rewarding performance helps
motivate executives to contribute in ways that enhance the financial and stock
performance of Big Flower and its various business units. Although the executive
compensation program provides compensation that varies with financial and stock
price performance, an executive's incentive awards may also be influenced by
qualitative assessment of Big Flower, business unit and individual performance,
as appropriate. For all executive officers, these assessments are made by the
compensation committee.



    OVERVIEW OF THE EXECUTIVE COMPENSATION PROGRAM.  The executive compensation
program is comprised of three principal elements: the base salary program,
annual incentives under the executive incentive plan and grants of stock and
option awards under the plan. Big Flower has designed and administered each of
these with the explicit purpose of furthering the stockholders' interests by
facilitating the employment of highly-talented executives and motivating them to
achieve exceptional levels of performance and growth. An overview of each of
these elements and of how each is intended to support stockholder interests is
provided below.


        BASE SALARY COMPENSATION.  Big Flower's base salary program is intended
    to provide base salary levels that are competitive in the external market
    for executive talent, reflect an individual's on-going performance, and are
    periodically adjusted based on the executive's performance, Big Flower's
    overall financial performance and growth and expected salary increases in
    the market for executive talent, taking into account the growth which Big
    Flower hopes to achieve.


        ANNUAL INCENTIVE COMPENSATION.  The executive incentive plan provides
    competitive annual pay opportunities linked to Big Flower's annual financial
    performance. The executive incentive plan sets annual incentive target
    awards at levels that are competitive in the context of Big Flower's total
    executive compensation program, and the appropriate mix of variable and
    fixed compensation. Financial performance is assessed annually against
    pre-set financial and strategic objectives.



        LONG-TERM INCENTIVE COMPENSATION.  Big Flower provides the executives of
    Big Flower with stock-based incentives intended to provide competitive
    long-term incentive opportunities, enable participants to build significant
    wealth when meaningful stockholder wealth has been created, and directly
    link a significant portion of total pay to Big Flower's long-term stock
    performance. Although the plan is generally designed to provide periodic
    grants of options to purchase common stock of Big Flower, it also provides
    for the use of restricted stock awards.



    OTHER EXECUTIVE COMPENSATION.  Big Flower has entered into an arrangement
with some managers responsible for the XL Ventures unit which will provide those
managers with an effective carried interest in the results of XL Ventures and
Big Flower Digital LLC above specified minimum levels. Big Flower believes that
the nature and scope of this arrangement is similar to arrangements found in
other comparable venture capital investment organizations.



    In addition, Big Flower provides all its executives with benefits and
perquisites such as a 401(k) plan and health and life insurance benefits.
Overall, the compensation committee believes the provided levels of benefits and
perquisites are necessary and, in combination with the previously mentioned
compensation elements, facilitate Big Flower's ability to secure the most
appropriate executive talents.


    CEO COMPENSATION.  Mr. Reilly has been Big Flower's Chief Executive Officer
from its inception. In determining Mr. Reilly's compensation, the committee took
a number of factors into account,

                                      122
<PAGE>

including considering to what extent Mr. Reilly met his personal goals
established at the beginning of the fiscal year, rewarding Mr. Reilly for Big
Flower's financial performance during Fiscal 1998 and for increasing long-term
shareholder value of Big Flower, and seeking adequately and fairly to compensate
Mr. Reilly in relation to his responsibilities and contributions to Big Flower
and in a manner that is commensurate with compensation paid by comparable
companies within Big Flower's industry. For a discussion of Big Flower's
employment agreement with Mr. Reilly, see "--Employment Arrangements with
Executive Officers" on page 127.



    The committee took no action during fiscal 1998 to establish a policy with
respect to the payment of compensation to Big Flower's executive officers in
amounts that exceed the $1 million limit on deductible compensation under The
Omnibus Budget Reconciliation Act of 1993. During fiscal 1998 Big Flower
exceeded targeted goals under the executive incentive plan, which resulted in
some executives' overall compensation being greater than $1 million. Given these
results, the committee intends to formulate a policy regarding that Act to be
based upon the overall needs of Big Flower, taking into account the underlying
principles of the executive compensation program and the particular
circumstances at issue.



    SUMMARY.  The compensation committee believes the executive compensation
program will ensure Big Flower's ability to retain, motivate and attract the
executive resources required to maximize long-term stockholder returns. Big
Flower's competitive pay philosophy facilitates the employment of talented
executives. The emphasis on variable pay and the direct link to both financial
and stock performance ties this competitive pay to critical measures of Big
Flower performance. In combination, all these elements act in the best interests
of Big Flower's stockholders and are worthy of your support.


                                          The Compensation Committee
                                          Peter G. Diamandis, Chairman
                                          Robert M. Kimmitt
                                          Newton N. Minow

                                      123
<PAGE>
    SUMMARY COMPENSATION TABLE


    The following table sets forth the compensation paid in respect of the
fiscal year ended December 31, 1998, 1997 and 1996 to R. Theodore Ammon,
Chairman of Big Flower, Edward T. Reilly, Chief Executive Officer of Big Flower,
and to each of the other most highly paid executive officers of Big Flower.


                           SUMMARY COMPENSATION TABLE

<TABLE>
<CAPTION>
                                                                                                LONG-TERM
                                                                                              COMPENSATION
                                                             ANNUAL COMPENSATION                 AWARDS
                                                    -------------------------------------  -------------------
                                                                           OTHER ANNUAL        SECURITIES          ALL OTHER
                                                                           COMPENSATION        UNDERLYING        COMPENSATION
NAME AND PRINCIPAL POSITION              PERIOD     SALARY($)  BONUS($)         ($)        OPTIONS/SARS (#)(1)      ($)(2)
- -------------------------------------  -----------  ---------  ---------  ---------------  -------------------  ---------------
<S>                                    <C>          <C>        <C>        <C>              <C>                  <C>
R. Theodore Ammon....................        1998     750,000    675,000              (3)              --              2,400
  Chairman of Big Flower                     1997     750,000    799,875              (3)              --              2,400
                                             1996     750,000    339,844              (3)              --              2,178

Edward T. Reilly.....................        1998     550,000    495,000              (3)              --              2,400
  President and Chief Executive              1997     533,333    586,575              (3)         200,000              2,400
  Officer of Big Flower                      1996     375,000    287,000(4)             (3)        200,000             1,593

Mark A. Angelson.....................        1998     505,000    463,500              (3)          25,000              2,400
  Executive Vice President-- Office          1997     468,750    506,588              (3)          58,300              2,400
  of the Chairman, General Counsel           1996     315,000    225,000       343,982(5)         150,000                 --
  and Secretary

Richard L. Ritchie(6)................        1998     425,000    382,500              (3)          45,000              2,400
  Executive Vice President and Chief         1997     395,641    451,600(7)             (3)        100,000             2,400
  Financial Officer of Big Flower            1996          --         --            --                 --                 --
</TABLE>

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


(1) All stock option grants were made under the Big Flower Holdings, Inc.
    restated 1993 stock award and incentive plan and are described below under
    "--Options Granted in Fiscal 1998" and "--Employment Arrangements with
    Executive Officers."



(2) Represents amounts contributed to 401(k) plan by Big Flower on behalf of the
    named executive officer.


(3) Perquisites and other personal benefits did not exceed the lesser of $50,000
    or 10% of the total annual salary and bonus reported under the headings of
    "Salary" and "Bonus."


(4) Includes a one-time signing bonus of $37,000 to reimburse Mr. Reilly for
    costs incurred in connection with his leaving his previous position.



(5) Includes relocation costs of $335,862, including tax gross up.



(6) Mr. Ritchie began his employment with Big Flower in 1997; therefore he did
    not receive any compensation from Big Flower prior to that time.


(7) Includes a lump sum payment of $25,000 for incidental moving expenses.

                                      124
<PAGE>
    OPTIONS GRANTED IN FISCAL 1998


    The following table presents information with respect to options to purchase
shares of common stock of Big Flower granted to the named executive officers
during fiscal 1998. Big Flower did not grant any stock appreciation rights to
any of the named executive officers. No named executive officer exercised any
stock options during Fiscal 1998.



    The values listed under "Grant Date Value" were calculated using a
Black-Scholes option pricing model. The actual value, if any, that an executive
may realize will depend on the excess, if any, of the stock price over the
exercise price on the date the options are exercised, and no assurance exists
that the value realized by an executive will be at or near the value estimated
by the Black-Scholes model. The following assumptions were used in the
calculations:



    (a) assumed option term of 10 years;



    (b) stock price volatility factor of 0.4427;



    (c) 5.77% annual discount rate;



    (d) no dividend payment; and



    (e) 3% discount to Black-Scholes ratio for each year an option remains
       unvested.


                         OPTIONS GRANTED IN FISCAL 1998


<TABLE>
<CAPTION>
                                                             INDIVIDUAL GRANTS
                                          -------------------------------------------------------    GRANT DATE
                                           NUMBER OF      % OF TOTAL                                    VALUE
                                          SECURITIES       OPTIONS                                 ---------------
                                          UNDERLYING      GRANTED TO     EXERCISE OR                 GRANT DATE
                                            OPTIONS      EMPLOYEES IN    BASE PRICE   EXPIRATION       PRESENT
NAME                                      GRANTED(#)     FISCAL 1998      ($/SHARE)      DATE         VALUE($)
- ----------------------------------------  -----------  ----------------  -----------  -----------  ---------------
<S>                                       <C>          <C>               <C>          <C>          <C>
Mark A. Angelson(1).....................      25,000           7.76%      $ 28.4375      3/11/08        449,600
Richard L. Ritchie(2)...................      45,000          13.98%      $   26.75      2/17/08        799,700
</TABLE>


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


(1) These options were granted on March 11, 1998 and vested in full on the first
    anniversary of the date of grant. The exercise price was equal to the
    closing price of a share of Big Flower common stock on the NYSE on the date
    of the grant. The options are exercisable at any time between the date of
    vesting and the tenth anniversary of the date of grant.



(2) These options were granted on February 17, 1998 and vest in full on the
    second anniversary of the date of grant. The exercise price was equal to the
    closing price of a share of Big Flower common stock on the NYSE on the date
    of the grant. The options will be exercisable at any time between the date
    of vesting and the tenth anniversary of the date of grant.


                                      125
<PAGE>
    OPTION VALUES AT END OF FISCAL 1998


    The following table sets forth information concerning the number and the
value at the end of fiscal 1998 of unexercised in-the-money options to purchase
common stock of Big Flower granted to the named executive officers as of the end
of fiscal 1998. No named executive officer received any stock appreciation
rights. The amounts listed under "Value of Unexercised In-the-Money Options at
Fiscal 1998 End" are based on the closing price of $22.0625 of Big Flower's
common stock on the NYSE on December 31, 1998, the last trading day of fiscal
1998, less the exercise price payable for those shares.


                AGGREGATED OPTION EXERCISES IN LAST FISCAL YEAR
                       AND FISCAL YEAR-END OPTION VALUES


<TABLE>
<CAPTION>
                                                                               NUMBER OF SECURITIES         VALUE OF
                                                                                    UNDERLYING            UNEXERCISED
                                                                                UNEXERCISED OPTIONS       IN-THE-MONEY
                                                SHARES                          AT FISCAL 1998 END          OPTIONS
                                              ACQUIRED ON          VALUE                (#)            AT FISCAL 1998 END
NAME                                         EXERCISE (#)      REALIZED ($)    ---------------------          ($)
- -----------------------------------------  -----------------  ---------------                         --------------------
                                                                                   EXERCISABLE/
                                                                                   UNEXERCISABLE          EXERCISABLE/
                                                                               ---------------------     UNEXERCISABLE
                                                                                                      --------------------
<S>                                        <C>                <C>              <C>                    <C>
R. Theodore Ammon........................            -0-               -0-                300,000/0           1,818,750/0
Edward T. Reilly.........................            -0-               -0-          253,334/146,666     1,517,334/807,166
Mark A. Angelson.........................            -0-               -0-          133,300/100,000       937,369/707,813
Richard L. Ritchie.......................            -0-               -0-           25,000/120,000       101,563/304,688
</TABLE>


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


    SUPPLEMENTAL EXECUTIVE RETIREMENT PLAN



    The following table sets forth annual amounts payable to the named executive
officers' upon their retirement under Treasure Chest Advertising's supplemental
executive retirement plan.


                               PENSION PLAN TABLE

<TABLE>
<CAPTION>
REMUNERATION     5         10         15         20         25         30
- -----------  ---------  ---------  ---------  ---------  ---------  ---------
                                     YEARS OF SERVICE
<S>          <C>        <C>        <C>        <C>        <C>        <C>
 $ 150,000   $   7,500  $  15,000  $  22,000  $  30,000  $  37,500  $  45,000
   175,000       8,750     17,500     26,250     35,000     43,750     52,500
   200,000      10,000     20,000     30,000     40,000     50,000     60,000
   225,000      11,250     22,500     33,750     45,000     56,250     67,500
   250,000      12,500     25,000     37,500     50,000     62,500     75,000
   275,000      13,750     27,500     41,250     55,000     68,750     82,500
   300,000      15,000     30,000     45,000     60,000     75,000     90,000
   500,000      25,000     50,000     75,000    100,000    125,000    150,000
   600,000      30,000     60,000     90,000    120,000    150,000    180,000
   700,000      35,000     70,000    105,000    140,000    175,000    210,000
   800,000      40,000     80,000    120,000    160,000    200,000    240,000
   900,000      45,000     90,000    135,000    180,000    225,000    270,000
</TABLE>


    The compensation covered by this plan includes the executive's entire annual
base salary. Messrs. Ammon, Reilly, Angelson and Ritchie currently have 5, 3, 3
and 2 years of service, respectively. For more information regarding
compensation paid to individual executive officers, see "--Employment
Arrangements with Executive Officers" on page 127. Benefits under this plan are
computed by multiplying the participant's average salary for the last five years
prior to retirement by a percentage


                                      126
<PAGE>

equal to one percent for each year of service up to a maximum of 30 years.
Benefits under this plan are not subject to a deduction for Social Security or
other offset amounts.


EMPLOYMENT ARRANGEMENTS WITH EXECUTIVE OFFICERS


    AMMON EMPLOYMENT AGREEMENT.  Big Flower has entered into an employment
agreement with Mr. Ammon, effective November 20, 1995, under which Mr. Ammon
currently serves as chairman of the board of Big Flower. The initial term of the
Ammon agreement is three years, and may be automatically extended for one-year
periods, unless either Big Flower or Mr. Ammon provides notice to the contrary.
The commencement of the first extension occurred on November 20, 1997. Mr. Ammon
is required to devote to Big Flower the time necessary for the effective conduct
of his duties under the Ammon agreement and is permitted to engage in outside
business interests that do not conflict with those duties or otherwise compete
with Big Flower. Under the Ammon agreement, Mr. Ammon currently receives:



    - a base salary of $750,000 per year,



    - an annual bonus targeted at not less than 75% of base salary, assuming
      bonus targets under the executive incentive plan are met,



    - an annual payment of $108,000 with respect to life insurance premiums, and



    - certain fringe benefits, including participation in the supplemental
      executive retirement plan.



    In connection with his entering into the Ammon agreement, Mr. Ammon received
an option to purchase 300,000 shares of common stock of Big Flower:



    - with a ten-year term,



    - at an exercise price equal to $16.00 per share, and



    - vesting ratably over a three-year period.



    If Mr. Ammon's employment with Big Flower is terminated other than for
"cause" as defined in the Ammon agreement, Mr. Ammon will be entitled to receive
a supplemental retirement benefit, subject to vesting and benefit accrual
requirements and subject to being offset by amounts payable under the
supplemental executive retirement plan, of up to 50% of his final average
compensation including salary and executive incentive plan bonus, which would
commence at age 60. Mr. Ammon will have the right to terminate the Ammon
agreement in the event of its material breach by Big Flower or for other "good
reason" as defined in the agreement. In that event, or if Big Flower terminates
Mr. Ammon's employment without cause:



    - Mr. Ammon will be entitled generally to receive the salary and bonus
      otherwise payable to him over the greater of (a) the remaining term of the
      Ammon agreement and (b) a period of six months,



    - all outstanding equity incentive awards (including stock options) would
      immediately vest,



    - Mr. Ammon would receive additional service credit for purposes of the
      supplemental retirement benefit, and



    - the life insurance and other fringe benefits would continue during the
      severance period.



    Upon the termination of his employment following a "change in control" of
Big Flower as defined in the agreement, Mr. Ammon would:



    - be entitled to receive a lump sum amount equal to three times his base
      salary and bonus,



    - become vested in all outstanding equity incentive awards,


                                      127
<PAGE>

    - have the right to receive a cash payment equal to the spread on all
      outstanding stock options,



    - receive a lump sum payment with respect to foregone fringe benefits,



    - receive additional service credit for purposes of the supplemental
      retirement benefit, and



    - be entitled to a payment sufficient to offset the effects of any excise
      tax imposed under Section 4999 of the Internal Revenue Code.



    The merger may constitute a change of control of Big Flower for purposes of
the Ammon agreement. During the term of the Ammon agreement and if Mr. Ammon
terminates his employment other than for good reason or Big Flower terminates
Mr. Ammon's employment for cause, for a period of one year beyond the expiration
of the employment term, Mr. Ammon will be subject to non-competition and
non-solicitation requirements.



    Big Flower and Mr. Ammon are currently reviewing whether the Ammon agreement
should be revised upon consummation of the merger.



    REILLY EMPLOYMENT AGREEMENT.  Big Flower has entered into an employment
agreement with Mr. Reilly, effective March 29, 1996, under which Mr. Reilly
currently serves as president and chief executive officer of Big Flower. The
initial term of the Reilly agreement is three years, and may be automatically
extended for one-year periods, unless either Big Flower or Mr. Reilly provides
notice to the contrary. The commencement of the first extension occurred on
March 29, 1998. Mr. Reilly is required to devote to Big Flower all of his
working time, attention and efforts. Under the Reilly agreement, Mr. Reilly
currently receives:



    - a base salary of $575,000 per year,



    - an annual bonus targeted at not less than 75% of base salary, assuming
      bonus targets under the executive incentive plan are met, and



    - fringe benefits, including participation in the supplemental executive
      retirement plan.



    In connection with his entering into the Reilly agreement, Mr. Reilly
received an option to purchase 200,000 shares of common stock on Big Flower:



    - with a ten-year term,



    - at an exercise price of $12.75 per share, the closing price of a share of
      Big Flower common stock on the NYSE on the date of grant, and



    - vesting in installments of 20% each on December 31, 1996, 1997, 1998, and
      1999 and the remaining 20% on March 29, 2000.



    On April 29, 1997, Mr. Reilly received an option to purchase 100,000 shares
of common stock of Big Flower:



    - with a ten-year term, and



    - at an exercise price of $18.375 per share, the closing price on the date
      of grant.



    These options vested in full on April 29, 1998. In addition, on April 29,
1997, Mr. Reilly received an option to purchase 100,000 shares of common stock
of Big Flower:



    - with a ten-year term, and



    - at an exercise price of $21.13 per share, which was equal to 115% of the
      closing price of a share of Big Flower common stock on the NYSE on the
      date of grant.



    One-third of these options vested on each of April 29, 1998 and April 29,
1999, with the remaining one-third to vest on the third anniversary of the date
of grant. All of these options will immediately


                                      128
<PAGE>

vest upon the occurrence of a "change of control" of Big Flower as defined in
the Reilly agreement. The merger may constitute a change of control of Big
Flower for purposes of the Reilly agreement.



    Mr. Reilly will have the right to terminate the Reilly agreement in the
event of its material breach by Big Flower or for other "good reason", as
defined in the Reilly agreement. In that event, or if Big Flower terminates Mr.
Reilly's employment without "cause" as defined in the Reilly agreement,



    - Mr. Reilly will be entitled to receive a lump sum amount equal to the sum
      of (A) two times the sum of his then base salary plus the highest annual
      performance bonus Mr. Reilly received in the three years preceding that
      termination of employment, plus (B) the present value of all fringe
      benefits payable under the remaining term of the Reilly agreement,



    - all outstanding equity incentive awards including stock options will
      immediately vest and remain exercisable for a period of one year following
      the date of that termination or, if earlier, until the end of the option
      term, and



    - Mr. Reilly would be entitled to receive a payment sufficient to offset the
      effects of any excise tax imposed under Section 4999 of the Code.



    During the term of the Reilly agreement and if Mr. Reilly terminates his
employment other than for good reason or Big Flower terminates Mr. Reilly's
employment for cause, for a period of one year beyond the expiration of the
employment term, Mr. Reilly will be subject to non-competition and
non-solicitation requirements.



    ANGELSON EMPLOYMENT AGREEMENT.  Big Flower has entered into an employment
agreement with Mr. Angelson, effective March 21, 1996, under which Mr. Angelson
currently serves as executive vice president--office of the chairman, general
counsel and secretary of the board of directors of Big Flower and as deputy
chairman of XL Ventures. The initial term of the Angelson agreement is three
years, and may be automatically extended for one-year periods, unless either Big
Flower or Mr. Angelson provides notice to the contrary. The commencement of the
first extension occurred on March 21, 1998. Mr. Angelson is required to devote
to Big Flower and its affiliates all of his working time, attention and efforts.
Under the Angelson agreement, Mr. Angelson currently receives:



    - a base salary of $540,000 per year,



    - an annual bonus targeted at not less than 75% of base salary, assuming
      bonus targets under the executive incentive plan are met,



    - annual premium payments during the term of employment with respect to a $2
      million split-dollar life insurance policy owned by Mr. Angelson, and



    - fringe benefits, including participation in the supplemental executive
      retirement plan.



    In connection with his entering into the Angelson agreement, Mr. Angelson
was granted an option to purchase 150,000 shares of common stock of Big Flower:



    - with a ten-year term,



    - at an exercise price of $12.625 per share, the closing price of a share of
      Big Flower common stock on the NYSE on the date of grant, and



    - vesting in installments of 10% on December 31, 1996, 15% on the first
      anniversary of the Angelson agreement and 25% on each of the next three
      anniversaries of the Angelson agreement.



    On March 25, 1997, Mr. Angelson was granted an option to purchase 58,300
shares of common stock of Big Flower (a) with a ten-year term and (b) at an
exercise price of $18.125, the closing price of a share of Big Flower common
stock on the NYSE on the date of grant. These options vested in full


                                      129
<PAGE>

on March 25, 1998. For information regarding options granted to Mr. Angelson in
1998, see "Executive Compensation--Options Granted in Fiscal 1998" on page 125.
All of these options will immediately vest upon the occurrence of a "change of
control" of Big Flower, as defined in the Angelson agreement. The merger may
constitute a change of control of Big Flower for purposes of the Angelson
agreement.



    Mr. Angelson will have the right to terminate the Angelson agreement in the
event of its material breach by Big Flower or for other "good reason" as defined
in the Angelson agreement. In that event, or if Big Flower terminates Mr.
Angelson's employment without "cause" as defined in the Angelson agreement,



    - Mr. Angelson will be entitled to receive a lump sum amount equal to the
      sum of (A) two times the sum of his then base salary plus the highest
      annual performance bonus Mr. Angelson received in the three years
      preceding that termination of employment, plus (B) the present value of
      all insurance premium payments and other fringe benefits payable under the
      remaining term of the Angelson agreement,



    - all outstanding equity incentive awards, including stock options, will
      immediately vest and remain exercisable for a period of one year following
      the date of that termination, or, if earlier, until the end of the option
      term, and


    - Mr. Angelson would be entitled to receive a payment sufficient to offset
      the effects of any excise tax imposed under Section 4999 of the Code.


    During the term of the Angelson agreement, and if Mr. Angelson terminates
his employment other than for good reason or Big Flower terminates Mr.
Angelson's employment for cause, for a period of one year beyond the expiration
of the employment term, Mr. Angelson will be subject to non-competition and
non-solicitation requirements. In connection with the negotiation on behalf of
Big Flower of the merger agreement and related recapitalization, the Angelson
agreement was amended to provide that Mr. Angelson would report to the
independent directors with respect to matters as to which Mr. Ammon has recused
himself and to provide other changes related to the determination of aspects of
Mr. Angelson's compensation.



    RITCHIE EMPLOYMENT ARRANGEMENTS.  Big Flower entered into a letter agreement
with Mr. Ritchie on December 13, 1996, under which Mr. Ritchie serves as
executive vice president and chief financial officer of Big Flower. Mr. Ritchie
is required to devote to Big Flower all of his working time, attention and
efforts. In the event that Mr. Ritchie's employment should be terminated by Big
Flower other than for "cause", as defined in the severance agreement discussed
below, prior to a "change in control" of Big Flower, as defined in the severance
agreement discussed below, Mr. Ritchie will be entitled to a payment equal to
one year's base salary. Under the Ritchie agreement, Mr. Ritchie currently
receives:



    - a base salary of $450,000 per year,



    - an annual bonus targeted at not less than 75% of base salary, assuming
      bonus targets under the executive incentive plan are met, and



    - fringe benefits, including participation in the supplemental executive
      retirement plan.



    In connection with his entering into the Ritchie agreement, Mr. Ritchie was
granted an option to purchase 100,000 shares of common stock of Big Flower:



    - with a ten-year term,



    - at an exercise price of $18.00 per share, the closing price of a share of
      Big Flower common stock on the NYSE on the date of grant, and



    - vesting in installments of 25% on January 6 of each of 1998, 1999, 2000
      and 2001.


                                      130
<PAGE>

    For information regarding options granted to Mr. Ritchie in 1998, see
"Executive Compensation-- Options Granted in Fiscal 1998" on page 125. All of
these options will immediately vest upon the occurrence of a "change in control"
of Big Flower, as defined in the severance agreement discussed below.



    In addition, Big Flower has entered into a severance agreement with Mr.
Ritchie, effective January 6, 1997, which provides that if Mr. Ritchie's
employment is terminated by Big Flower without "cause" or by Mr. Ritchie for
"good reason" following a "change in control" of Big Flower, each as defined in
the severance agreement, Mr. Ritchie will receive a lump sum amount equal to two
times the sum of the greater of his annual base salary in effect immediately
prior to the termination of employment and his annual base salary in effect
immediately prior to the change in control, and the greater of the target bonus
for Mr. Ritchie under the executive incentive plan in the year immediately
preceding that in which the termination occurs and the average bonus for the
three years immediately preceding the change in control. In addition:



       (1) all outstanding stock incentive awards (including stock options) will
       immediately vest and remain exercisable until at least 90 days following
       the "change in control," and



       (2) Mr. Ritchie would be entitled to two years of continued medical and
       other insurance benefits.



    The total amount of benefits payable to Mr. Ritchie would be limited to the
extent necessary to preserve Big Flower's deduction under Section 280G of the
Internal Revenue Code. The merger may constitute a change of control of Big
Flower for purposes of the Ritchie agreement and the severance agreement.


COMPENSATION COMMITTEE INTERLOCKS AND INSIDER PARTICIPATION

    None.

BIG FLOWER STOCK PRICE PERFORMANCE GRAPH


    The following graphs compare the cumulative total stockholder returns of Big
Flower common stock, the Russell 2000-Registered Trademark- Index, the Russell
Consumer Discretionary Index, the Standard & Poor's 500 Index, and the Standard
& Poor's Advertising and Marketing Services Index. The comparisons reflected in
the graph are not intended to forecast the future performance of Big Flower
common stock and may not be indicative of such future performance. The graph
assumes $100 invested on November 22, 1995, the date of Big Flower's initial
public offering in Big Flower common stock and each of the indices and that all
dividends were reinvested.


                                      131
<PAGE>

               COMPARISON OF CUMULATIVE TOTAL STOCKHOLDER RETURN:
       BIG FLOWER VS. RUSSELL 2000, RUSSELL CONSUMER DISCRETIONARY INDEX,
                S&P 500 AND S&P ADVERTISING AND MARKETING INDEX


                          TOTAL RETURN TO STOCKHOLDERS
                              REINVESTED DIVIDENDS

EDGAR REPRESENTATION OF DATA POINTS USED IN PRINTED GRAPHIC

<TABLE>
<CAPTION>
              BGF     RUSSELL 2000  RUSSELL CONSUMER   SP ADVERTISING MARKETING 500 INDEX   S&P 500 INDEX
<S>        <C>        <C>           <C>                <C>                                 <C>
11/22/95     $100.00       $100.00            $100.00                             $100.00           $100.00
1995         $100.81       $105.14             $99.89                             $113.46           $103.11
1996         $121.95       $122.49            $116.91                             $129.61           $126.78
1997         $156.91       $149.87            $141.96                             $190.04           $169.08
1998         $143.50       $146.06            $147.40                             $301.72           $217.40
</TABLE>


    Big Flower selected the Russell 2000 Index for comparison for 1998 because
Big Flower is listed as a member of that index, and the entities included in
that index more closely resemble the capitalization of Big Flower than the much
larger companies included generally in the S&P 500 Index. Moreover, Big Flower
believes that overall securities' market conditions affecting Big Flower are
better represented when compared with other members of the Russell 2000 Index
then the much larger companies included in the S&P 500 Index. Similarly, Big
Flower selected the Russell Consumer Discretionary Index for comparison for
1998, rather that the S&P Advertising and Marketing Index, as more
representative of companies with comparable market capitalization. As a result
of the addition of these indices, the graph compares the total cumulative
returns of Big Flower's common stock with the Russell 2000 Index, the Russell
Consumer Discretionary Index, the S&P 500 Index and the S&P Advertising and
Marketing Index.



    The total percentage return for the Big Flower common stock for fiscal 1998
was approximately
- -8.5%. This compares with the total percentage return for such period of -2.5%
for the Russell 2000 Index, 3.8% for the Russell Consumer Discretionary Index,
28.6% for the S&P 500 Index, and 58.8% for the S&P Advertising and Marketing
Index. These percentages assume that all dividends were reinvested.


RATIFICATION OF APPOINTMENT OF INDEPENDENT CERTIFIED PUBLIC ACCOUNTANTS

    The Board of Directors has selected Deloitte & Touche LLP to be Big Flower's
independent certified public accountants for its fiscal year ended December 31,
1999. Deloitte & Touche has acted

                                      132
<PAGE>
as Big Flower's independent certified public accountants since its inception and
as Big Flower Press' independent certified public accountants since July 1993.

    Representatives of Deloitte & Touche LLP will be present at the Big Flower
meeting with the opportunity to make a statement if they desire to do so and
will be available to respond to appropriate questions.

    REQUIRED VOTE

    Ratification of the appointment of the independent certified public
accountant requires the affirmative vote of a majority in voting power present
(in person or by proxy) and entitled to vote at the Big Flower meeting. In the
event that Big Flower's stockholders fail to ratify the appointment of Deloitte
& Touche LLP, the selection of Big Flower's independent certified public
accountants will be submitted to Big Flower's board of directors for
reconsideration.


    THE BOARD OF DIRECTORS RECOMMENDS A VOTE "FOR" THE RATIFICATION OF THE
APPOINTMENT OF DELOITTE & TOUCHE LLP AS BIG FLOWER'S INDEPENDENT CERTIFIED
PUBLIC ACCOUNTANTS.


                                      133
<PAGE>
                             VALIDITY OF SECURITIES


    The validity of the PIK preferred stock and warrants to be issued to Big
Flower's stockholders pursuant to the merger will be passed upon for Big Flower
by Irene B. Fisher, vice president and associate general counsel of Big Flower.


                                    EXPERTS


    The consolidated financial statements and the related financial statement
schedules incorporated by reference from Big Flower's Annual Report on Form 10-K
for the year ended December 31, 1998, have been audited by Deloitte & Touche
LLP, independent auditors, as stated in their report, which is incorporated
herein by reference, and have been so incorporated in reliance upon the report
of such firm given upon their authority as experts in accounting and auditing.


                          FUTURE STOCKHOLDER PROPOSALS


    If the merger is not completed, stockholder proposals intended to be
presented at the 2000 annual meeting of Big Flower stockholders pursuant to Rule
14a-8 promulgated under the Exchange Act must be received by the secretary of
Big Flower no later than January 15, 2000 in order to be included in the proxy
materials sent by management of Big Flower for such meeting. Stockholder
proposals intended to be presented at the 2000 annual meeting of Big Flower
stockholders that are not intended to be included in management's proxy
materials pursuant to Rule 14a-8 must be received by the secretary of Big Flower
not less than 60 days nor more than 90 days prior to the date of the meeting.


                      WHERE YOU CAN FIND MORE INFORMATION

    Big Flower files reports, proxy statements and other information with the
Securities and Exchange Commission under the Securities Exchange Act of 1934.
You may read and copy this information at the following locations of the
Securities and Exchange Commission:

<TABLE>
<S>                    <C>                        <C>
Public Reference Room  New York Regional Office    Chicago Regional Office
  450 Fifth Street,      7 World Trade Center          Citicorp Center
        N.W.                  Suite 1300           500 West Madison Street
      Room 1024        New York, New York 10048          Suite 1400
  Washington, D.C.                                    Chicago, Illinois
        20549                                            60661-2511
</TABLE>

    You may also obtain copies of this information by mail from the Public
Reference Section of the Securities and Exchange Commission, 450 Fifth Street,
N.W., Room 1024, Washington, D.C. 20549, at prescribed rates. Further
information on the operation of the Securities and Exchange Commission's Public
Reference Room in Washington, D.C. can be obtained by calling the Securities and
Exchange Commission at 1-800-SEC-0330.


    The Securities and Exchange Commission also maintains an internet world wide
web site that contains reports, proxy statements and other information about
issuers, such as Big Flower, who file electronically with the Securities and
Exchange Commission. The address of that site is http://www.sec.gov.


    You can also inspect reports, proxy statements and other information about
Big Flower at the offices of the NYSE, 20 Broad Street, New York, New York
10005.

    The Securities and Exchange Commission allows Big Flower to "incorporate by
reference" information into this document, which means that we can disclose
important information to you by referring you to another document filed
separately with the Securities and Exchange Commission. The information
incorporated by reference is deemed to be part of this document, except for any
information superseded by information in this document. This document
incorporates by reference the

                                      134
<PAGE>
documents set forth below that we have previously filed with the Securities and
Exchange Commission. These documents contain important information about our
companies and their finances.


<TABLE>
<CAPTION>
BIG FLOWER COMMISSION FILINGS (FILE NO. 1-11834)                                PERIOD OR DATE FILED
- ----------------------------------------------------------------  ------------------------------------------------
<S>                                                               <C>
Annual Report on Form 10-K                                        Year ended December 31, 1998

Quarterly Reports on Form 10-Q                                    Quarters ended March 31, 1999
                                                                  and June 30, 1999

Current Reports on Form 8-K or 8-K/A                              Filed on January 19, 1999, March 19, 1999, April
                                                                  21, 1999 and July 1, 1999
</TABLE>


    Big Flower also incorporates by reference additional documents that either
company may file with the Securities and Exchange Commission pursuant to Section
13(a), 13(c), 14 or 15(d) of the Securities Exchange Act of 1934 between the
date of this document and the date of the Big Flower meeting. These documents
include periodic reports, such as Annual Reports on Form 10-K, Quarterly Reports
on Form 10-Q and Current Reports on Form 8-K, as well as proxy statements.

                                      135
<PAGE>
                                                                      APPENDIX A

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


                                    AMENDED
                          AGREEMENT AND PLAN OF MERGER
                                    BETWEEN
                                BFH MERGER CORP.
                                      AND
                           BIG FLOWER HOLDINGS, INC.
                           DATED AS OF JUNE 29, 1999,
              AS AMENDED ON AUGUST 10, 1999 AND ON AUGUST 31, 1999


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

                                      A-1
<PAGE>

                      AMENDED AGREEMENT AND PLAN OF MERGER
                                    BETWEEN
                                BFH MERGER CORP.
                                      AND
                           BIG FLOWER HOLDINGS, INC.
DATED AS OF JUNE 29, 1999, AS AMENDED ON AUGUST 10, 1999 AND ON AUGUST 31, 1999


                               TABLE OF CONTENTS

<TABLE>
<CAPTION>
                                                                                                                PAGE
                                                                                                                -----
<S>                                  <C>                                                                     <C>

                                                       ARTICLE I

                                                       THE MERGER

SECTION 1.01                         The Merger............................................................           2
SECTION 1.02                         Effective Time........................................................           2
SECTION 1.03                         Effects of the Merger.................................................           2
SECTION 1.04                         Certificate of Incorporation and By-Laws of the Surviving
                                     Corporation...........................................................           2
SECTION 1.05                         Directors.............................................................           3
SECTION 1.06                         Officers..............................................................           3

                                                       ARTICLE II

                                       EFFECT OF THE MERGER ON THE CAPITAL STOCK
                                            OF THE CONSTITUENT CORPORATIONS

SECTION 2.01                         Effect on Capital Stock...............................................           3
SECTION 2.02                         Options; Stock Plans..................................................           7
SECTION 2.03                         Modification of Merger Consideration..................................           9
SECTION 2.04                         Payment for Shares....................................................          11

                                                      ARTICLE III

                                     REPRESENTATIONS AND WARRANTIES OF THE COMPANY

SECTION 3.01                         Organization and Qualification; Subsidiaries..........................          18
SECTION 3.02                         Capitalization; Subsidiaries..........................................          19
SECTION 3.03                         Authority Relative to this Agreement..................................          20
SECTION 3.04                         No Violations of Law..................................................          21
SECTION 3.05                         No Defaults or Violations Arising from the Merger.....................          22
SECTION 3.06                         Absence of Certain Changes............................................          23
SECTION 3.07                         SEC Reports and Financial Statements..................................          23
SECTION 3.08                         Information...........................................................          24
SECTION 3.09                         Litigation............................................................          24
SECTION 3.10                         Material Contracts....................................................          25
SECTION 3.11                         Taxes.................................................................          25
SECTION 3.12                         Employee Benefits.....................................................          27
SECTION 3.13                         Labor Relations and Employment........................................          29
SECTION 3.14                         Environmental Matters.................................................          31
SECTION 3.15                         Intellectual Property.................................................          34
SECTION 3.16                         Year 2000 Compliance..................................................          35
SECTION 3.17                         Rights Agreement......................................................          36
SECTION 3.18                         Board Recommendation..................................................          37
SECTION 3.19                         Required Company Vote.................................................          37
</TABLE>

                                      A-2
<PAGE>
<TABLE>
<CAPTION>
                                                                                                                PAGE
                                                                                                                -----
<S>                                  <C>                                                                     <C>
SECTION 3.20                         Related Party Transactions............................................          37
SECTION 3.21                         State Takeover Statutes...............................................          38
SECTION 3.22                         Brokers and Finders...................................................          38
SECTION 3.23                         Opinions of Investment Banking Firms..................................          38

                                                       ARTICLE IV

                                       REPRESENTATIONS AND WARRANTIES OF MERGECO

SECTION 4.01                         Organization and Qualification........................................          39
SECTION 4.02                         Authority Relative to this Agreement..................................          39
SECTION 4.03                         No Violation..........................................................          40
SECTION 4.04                         Information...........................................................          40
SECTION 4.05                         Financing.............................................................          41
SECTION 4.06                         Delaware Law..........................................................          41
SECTION 4.07                         Newly Organized.......................................................          41

                                                       ARTICLE V

                                                       COVENANTS

SECTION 5.01                         Conduct of Business of the Company....................................          41
SECTION 5.02                         Access to Information.................................................          44
SECTION 5.03                         Efforts...............................................................          44
SECTION 5.04                         Public Announcements..................................................          47
SECTION 5.05                         Indemnification; Directors' and Officers' Insurance...................          48
SECTION 5.06                         Notification of Certain Matters.......................................          49
SECTION 5.07                         Rights Agreement......................................................          50
SECTION 5.08                         State Takeover Laws...................................................          50
SECTION 5.09                         No Solicitation.......................................................          50
SECTION 5.10                         Affiliate Letters.....................................................          53
SECTION 5.11                         ISRA Requirements.....................................................          53
SECTION 5.12                         Reports...............................................................          53
SECTION 5.13                         Stockholders' Meeting.................................................          54
SECTION 5.14                         Employee Benefit Arrangements.........................................          55

                                                       ARTICLE VI

                                        CONDITIONS TO CONSUMMATION OF THE MERGER

SECTION 6.01                         Conditions............................................................          56
SECTION 6.02                         Conditions to Obligations of MergeCo..................................          57
SECTION 6.03                         Conditions to Obligation of the Company...............................          59

                                                      ARTICLE VII

                                            TERMINATION; AMENDMENTS; WAIVER

SECTION 7.01                         Termination...........................................................          59
SECTION 7.02                         Effect of Termination.................................................          61
SECTION 7.03                         Fees and Expenses.....................................................          61
SECTION 7.04                         Amendment.............................................................          62
SECTION 7.05                         Extension; Waiver.....................................................          63
</TABLE>

                                      A-3
<PAGE>
<TABLE>
<CAPTION>
                                                                                                                PAGE
                                                                                                                -----
<S>                                  <C>                                                                     <C>
                                                      ARTICLE VIII

                                                     MISCELLANEOUS

SECTION 8.01                         Non-Survival of Representations and Warranties........................          63
SECTION 8.02                         Entire Agreement; Assignment..........................................          63
SECTION 8.03                         Validity..............................................................          64
SECTION 8.04                         Notices...............................................................          64
SECTION 8.05                         Governing Law.........................................................          65
SECTION 8.06                         Descriptive Headings..................................................          65
SECTION 8.07                         Counterparts..........................................................          65
SECTION 8.08                         Parties in Interest...................................................          65
SECTION 8.09                         Certain Definitions...................................................          65
SECTION 8.10                         Specific Performance..................................................          66
</TABLE>

                                      A-4
<PAGE>

<TABLE>
<CAPTION>
                                                                                                              PAGE
                                                          --------------------------------------------------------

<S>                                                       <C>
                                                    SCHEDULES

Schedule 1.04(a)........................................                Amendments to Certificate of Incorporation
Schedule 1.04(b)........................................                                     Amendments to By-Laws
Schedule 2.01(c)(i)(B)(1)...............................                                    Terms of PIK Preferred
Schedule 2.01(c)(i)(B)(2)...............................                                         Terms of Warrants
Schedule 2.01(c)(ii)....................................                                Holders of Retained Shares
Schedule 2.02(a)........................................                                      Treatment of Options
Schedule 6.02(e)........................................                                     Financing Commitments
</TABLE>

                                      A-5
<PAGE>
                             TABLE OF DEFINED TERMS

<TABLE>
<CAPTION>
                                                                                                                PAGE
                                                                                                                -----

<S>                                                                                                          <C>
401(k) Plans...............................................................................................          20
Acquisition Transactions...................................................................................          51
affiliate..................................................................................................          65
Agreement..................................................................................................           1
Basic Warrant Entitlement..................................................................................           5
Bona Fide Proposal.........................................................................................          52
Business...................................................................................................          32
Cash Price.................................................................................................           4
Certificate Amendments.....................................................................................           2
Certificates...............................................................................................          11
Code.......................................................................................................          27
Common Shares..............................................................................................           1
Company....................................................................................................           1
Company Affiliated Group...................................................................................          25
Company Board..............................................................................................           1
Company Disclosure Schedule................................................................................          18
Company Representatives....................................................................................          44
Company Stock Plan.........................................................................................          19
Company Stockholder Approval...............................................................................          20
Confidentiality Agreement..................................................................................          44
Consent....................................................................................................          45
control....................................................................................................          65
DGCL.......................................................................................................           1
Dissenting Shares..........................................................................................           6
Effective Time.............................................................................................           2
Environmental Laws.........................................................................................          32
Environmental Liabilities and Costs........................................................................          33
Environmental Permits......................................................................................          33
ERISA......................................................................................................          27
ERISA Affiliate............................................................................................          28
Excess Shares..............................................................................................          16
Exchange Act...............................................................................................          20
Exchange Agent.............................................................................................          11
Exchange Fund..............................................................................................          11
Exchanged Option...........................................................................................           7
Exchanged Option Merger Consideration......................................................................           7
Exchanged Share............................................................................................           4
Exchanged Share Certificates...............................................................................          16
Exchanged Share Merger Consideration.......................................................................           4
Financial Statements.......................................................................................          23
Form 10-K..................................................................................................          23
Form S-4...................................................................................................          54
Governmental Entity........................................................................................          21
Hazardous Substances.......................................................................................          33
HSR Act....................................................................................................          21
Indemnified Parties........................................................................................          48
Injunction.................................................................................................          56
Intellectual Property......................................................................................          35
</TABLE>

                                      A-6
<PAGE>
<TABLE>
<S>                                                                                                          <C>
interested stockholder.....................................................................................          41
Investment Instrument......................................................................................          47
ISRA.......................................................................................................          33
Junior Preferred Stock.....................................................................................          19
Laws.......................................................................................................          66
LNA........................................................................................................          53
Material Adverse Effect on MergeCo.........................................................................          39
Material Adverse Effect on the Company.....................................................................          19
Material Contracts.........................................................................................          25
MergeCo....................................................................................................           1
MergeCo Representatives....................................................................................          44
Merger.....................................................................................................           1
Merger Consideration.......................................................................................           6
Offeror....................................................................................................          51
Option.....................................................................................................           7
Order......................................................................................................          56
Other Filings..............................................................................................          24
PBGC.......................................................................................................          28
Person.....................................................................................................          66
Persons....................................................................................................          66
PIK Preferred..............................................................................................           4
PIK Preferred Trust........................................................................................          16
Plans......................................................................................................          27
Preferred Stock............................................................................................          19
Proxy Statement............................................................................................          54
Purchase Agreement.........................................................................................           9
QUIPS......................................................................................................          19
Release....................................................................................................          33
Relevant Period............................................................................................           9
Remedial Action............................................................................................          34
Representatives............................................................................................          50
Retained Option............................................................................................           7
Retained Share.............................................................................................           6
Rights Agreement...........................................................................................           1
Rights Amendment...........................................................................................          36
SEC........................................................................................................          23
SEC Reports................................................................................................          23
Securities Act.............................................................................................          53
Shares.....................................................................................................           1
Significant Subsidiary.....................................................................................          20
Special Meeting............................................................................................          54
Subsidiaries...............................................................................................          66
Subsidiary.................................................................................................          66
Surviving Corporation......................................................................................           2
Tax Return.................................................................................................          26
Taxes......................................................................................................          26
Terminating Company Breach.................................................................................          61
Terminating MergeCo Breach.................................................................................          61
Termination Date...........................................................................................          61
Termination Fee............................................................................................          62
Title IV Plans.............................................................................................          27
</TABLE>

                                      A-7
<PAGE>
<TABLE>
<S>                                                                                                          <C>
Total Post-Merger Common Shares............................................................................           3
Trust Agreement............................................................................................          19
WARN.......................................................................................................          31
Warrant....................................................................................................           5
Year 2000 Compliant........................................................................................          35
</TABLE>

                                      A-8
<PAGE>
                          AGREEMENT AND PLAN OF MERGER


    AGREEMENT AND PLAN OF MERGER (this "AGREEMENT"), dated as of June 29, 1999,
as amended on August 10, 1999 and on August 31, 1999, between BFH Merger Corp.,
a Delaware corporation ("MERGECO"), and Big Flower Holdings, Inc., a Delaware
corporation (the "COMPANY").


    WHEREAS, the respective Boards of Directors of MergeCo and the Company have
approved the merger of MergeCo with and into the Company, as set forth below
(the "MERGER"), in accordance with the General Corporation Law of the State of
Delaware (the "DGCL").

    WHEREAS, upon the terms and subject to the conditions set forth in this
Agreement, in the Merger, the holders of shares of common stock of the Company,
par value $.01 per share (the "COMMON SHARES"), issued and outstanding
immediately prior to the Effective Time (as defined in Section 1.02), including
the associated Rights issued pursuant to, and defined in, the Rights Agreement,
dated as of November 28, 1995, between the Company and The Bank of New York, as
Rights Agent (the "RIGHTS AGREEMENT", which Rights, together with the Common
Shares, are hereinafter referred to as the "SHARES"), will be entitled to either
(i) receive cash and certain other consideration in exchange for their Shares,
or (ii) retain a certain number of their Shares and receive cash and certain
other consideration in exchange for the remainder of their Shares.

    WHEREAS, the Board of Directors of the Company (the "COMPANY BOARD") has, in
light of and subject to the terms and conditions set forth herein: (i)
determined that (A) the consideration to be paid for each Share in the Merger is
fair to the stockholders of the Company, and (B) the Merger is advisable and
otherwise in the best interests of the Company and its stockholders, and (ii)
resolved to approve and adopt this Agreement and the transactions contemplated
hereby and to recommend approval and adoption by the stockholders of the Company
of this Agreement.

    WHEREAS, MergeCo and the Company desire to make certain representations,
warranties, covenants and agreements in connection with the Merger, and also to
prescribe various conditions to the Merger.

    WHEREAS, it is intended that the Merger be recorded as a recapitalization
for financial reporting purposes.

    NOW, THEREFORE, in consideration of the foregoing and the respective
representations, warranties, covenants and agreements set forth herein, MergeCo
and the Company agree as follows:

                                   ARTICLE I
                                   THE MERGER

    SECTION 1.01 THE MERGER.  Upon the terms and subject to the satisfaction or
waiver of the conditions hereof, and in accordance with the applicable
provisions of this Agreement and the DGCL, at the Effective Time (as defined in
Section 1.02), MergeCo shall be merged with and into the Company. Following the
Merger, the separate corporate existence of MergeCo shall cease and the Company
shall continue as the surviving corporation (the "SURVIVING CORPORATION").

    SECTION 1.02 EFFECTIVE TIME.  As soon as practicable after the satisfaction
or waiver of the conditions set forth in Article VI, the Company shall execute,
in the manner required by the DGCL, and deliver to the Secretary of State of the
State of Delaware, a duly executed and verified certificate of merger, and the
parties shall take such other and further actions as may be required by Law to
make the Merger effective. The time the Merger becomes effective in accordance
with applicable Law is referred to herein as the "EFFECTIVE TIME."

    SECTION 1.03 EFFECTS OF THE MERGER.  The Merger shall have the effects set
forth in the DGCL. Without limiting the generality of the foregoing, and subject
thereto, at the Effective Time, all the

                                      A-9
<PAGE>
properties, rights, privileges, powers and franchises of the Company and MergeCo
shall vest in the Surviving Corporation, and all debts, liabilities and duties
of the Company and MergeCo shall become the debts, liabilities and duties of the
Surviving Corporation.

    SECTION 1.04 CERTIFICATE OF INCORPORATION AND BY-LAWS OF THE SURVIVING
CORPORATION.

    (a) The certificate of incorporation of the Company, as in effect
immediately prior to the Effective Time, together with amendments substantially
in the form set forth in Schedule 1.04(a) (the "CERTIFICATE AMENDMENTS"), if the
Certificate Amendments are approved by the Company's stockholders in accordance
with the DGCL, shall be the certificate of incorporation of the Surviving
Corporation until thereafter amended in accordance with the provisions thereof
and applicable Law.

    (b) The by-laws of the Company in effect immediately prior to the Effective
Time, together with the amendments set forth in Schedule 1.04(b), shall be the
by-laws of the Surviving Corporation until amended in accordance with the
provisions thereof and applicable Law.

    SECTION 1.05 DIRECTORS.  Subject to applicable Law, the directors of MergeCo
immediately prior to the Effective Time shall be the initial directors of the
Surviving Corporation and shall hold office until their respective successors
are duly elected and qualified, or their earlier death, resignation or removal.

    SECTION 1.06 OFFICERS.  The officers of the Company immediately prior to the
Effective Time shall be the initial officers of the Surviving Corporation and
shall hold office until their respective successors are duly elected and
qualified, or their earlier death, resignation or removal.

                                   ARTICLE II
                   EFFECT OF THE MERGER ON THE CAPITAL STOCK
                        OF THE CONSTITUENT CORPORATIONS

    SECTION 2.01 EFFECT ON CAPITAL STOCK.  As of the Effective Time, by virtue
of the Merger and without any action on the part of the holder of any Shares or
any shares of capital stock of MergeCo:

    (a) COMMON STOCK OF MERGECO. All of the shares of common stock of MergeCo,
par value $0.01 per share, issued and outstanding immediately prior to the
Effective Time shall be converted into a number of Common Shares following the
Merger equal to:

    (i) the Total Post-Merger Common Shares (defined below), minus

    (ii) the number of Retained Shares together with the number of Common
         Shares, if any, issued in the Merger in exchange for Options (as
         defined in Section 2.02) pursuant to Section 2.03(c).

The "TOTAL POST-MERGER COMMON SHARES" shall be 9,361,702 Common Shares as long
as the amount of funds that MergeCo and/or its affiliates delivers in respect of
the Investment Instrument (as defined in Section 5.03(c)(ii)) is equal to $60
million. If the amount of funds that MergeCo and/or its affiliates delivers in
respect of the Investment Instrument is less than $60 million, the Total
Post-Merger Common Shares shall be the number that is obtained by dividing:

       (A) $390 million minus the amount of funds which MergeCo and/or its
           affiliates delivers in respect of the Investment Instrument, by

       (B) $35.25.

    (b) CANCELLATION OF TREASURY STOCK. Each Share that is owned by the Company
shall automatically be cancelled and retired and shall cease to exist, and no
cash or other consideration shall be delivered or deliverable in exchange
therefor.

                                      A-10
<PAGE>
    (c) TREATMENT OF COMMON SHARES. Each Share issued and outstanding
immediately prior to the Effective Time shall, by virtue of the Merger, be
treated as follows:

    (i) Subject to Section 2.03, each Share held by a Person not listed in the
        table set forth on Schedule 2.01(c)(ii), other than Dissenting Shares
        (as defined in Section 2.01(d)) and shares owned by any subsidiary of
        the Company, (each of such Shares, together with each of the Shares
        described in Section 2.01(c)(ii)(B), an "EXCHANGED SHARE") shall be
        converted into the right to receive from the Company after the Merger
        the following (being the "EXCHANGED SHARE MERGER CONSIDERATION"):

       (A) cash in an amount equal to $30 (the "CASH PRICE"), and

       (B) the following consideration (being the "PIK PREFERRED/WARRANT
           CONSIDERATION"), subject to Section 2.04(i) relating to fractional
           interests:

           (1) 0.21 of a share of 10% Cumulative Exchangeable Redeemable
               Paid-In-Kind Preferred Stock of the Company ("PIK PREFERRED"),
               such PIK Preferred having the terms set forth on Schedule
               2.01(c)(i)(B)(1), and

           (2) attached to such 0.21 of PIK Preferred (subject to detachment as
               set forth on Schedule 2.01(c)(i)(B)(2)) shall be a warrant (a
               "WARRANT"), having the terms set forth on Schedule
               2.01(c)(i)(B)(2), to purchase a number of Common Shares equal to
               the following (the number that follows being the "BASIC WARRANT
               ENTITLEMENT"):

               (x) 0.05 multiplied by a quotient where (aa) the numerator is the
                   Total Post-Merger Common Shares and (bb) the denominator is
                   0.95, multiplied by

               (y) a quotient where (aa) the numerator is one and (bb) the
                   denominator is the number of Exchanged Shares plus the number
                   of Adjusted Exchanged Options (as defined in Section 2.02(a))
                   plus the number of Common Shares into which the QUIPS (as
                   defined in Section 3.02(c)) are convertible immediately prior
                   to the Effective Time pursuant to Section 4.3 of the Trust
                   Agreement (as defined in Section 3.02(c)),

       and each such Exchanged Share shall no longer be outstanding, shall
       automatically be cancelled and retired and shall cease to exist, and each
       holder of a certificate representing any such Exchanged Shares shall, to
       the extent such certificate represents such Exchanged Shares, cease to
       have any rights with respect thereto, except the right to receive the
       Exchanged Share Merger Consideration applicable thereto, upon surrender
       of such certificate in accordance with Section 2.04.

    (ii) Subject to Section 2.03, in respect of the Shares held by each Person
         listed in the table set forth on Schedule 2.01(c)(ii):

       (A) that number of such Person's Shares which is set forth in the column
           of such table headed "Retained Shares" shall be converted into the
           right to retain such number of fully paid and nonassessable Common
           Shares (each of such Common Shares, a "RETAINED SHARE"); and

       (B) each of such Person's Shares which is not a Retained Share shall be
           an Exchanged Share and shall be converted into the right to receive
           from the Company after the Merger the Exchanged Share Merger
           Consideration for each such Share, and each such Exchanged Share
           shall no longer be outstanding, shall automatically be cancelled and
           retired and shall cease to exist, and each holder of a certificate
           representing any such Exchanged Shares shall, to the extent such
           certificate represents such Exchanged Shares, cease to have any
           rights with respect thereto, except the right to receive the
           Exchanged Share

                                      A-11
<PAGE>
           Merger Consideration applicable thereto, upon surrender of such
           certificate in accordance with Section 2.04.

    The Retained Shares, together with the Exchanged Share Merger Consideration,
the Exchanged Option Merger Consideration (as defined in Section 2.02(c)), and
any other consideration agreed to be provided to holders of Shares or Options
pursuant to Section 2.03 in exchange for such Shares or Options, shall be
referred to as the "MERGER CONSIDERATION".

    (d) DISSENTING SHARES. Notwithstanding Section 2.01(c), Shares outstanding
immediately prior to the Effective Time and held by a holder who has not voted
in favor of the Merger or consented thereto in writing and who has demanded
appraisal for such Shares in accordance with the DGCL prior to the Effective
Time ("DISSENTING SHARES") shall not be converted into a right to receive the
Exchanged Share Merger Consideration relating to such Shares, unless such holder
fails to perfect, withdraws or otherwise loses such holder's right to appraisal.
If, after the Effective Time, such holder fails to perfect, withdraws or loses
such holder's right to appraisal, such Shares shall be treated as if they had
been converted as of the Effective Time into a right to receive the Exchanged
Share Merger Consideration relating to such Shares. The Company shall give
MergeCo prompt notice of any demands received by the Company for appraisal of
Shares, and MergeCo shall have the right to participate in all negotiations and
proceedings with respect to such demands. The Company shall not, except with the
prior written consent of MergeCo, make any payment with respect to, or settle or
offer to settle, any such demands.

    SECTION 2.02 OPTIONS; STOCK PLANS. As of the Effective Time, by virtue of
the Merger and without any action on the part of any holder of any outstanding
option to acquire Common Shares granted under any stock option or other similar
plan of the Company, whether or not then exercisable (each such option, an
"OPTION"):

    (a) Subject to Section 2.03(c), a portion of each Option may be designated
as a "RETAINED OPTION" and the remaining portion of such Option shall be
designated as an "EXCHANGED OPTION" as set forth on Schedule 2.02(a). For the
purposes of this Agreement, the term "ADJUSTED EXCHANGED OPTIONS" shall mean a
number equal to:

        (i) the aggregate of the Total Spread (as defined in Section
            2.02(c)(i)(B)) of all Exchanged Options, divided by

        (ii) $35.25.

    (b) With respect to each portion of an Option designated as a Retained
Option (if any), such portion of such Option shall continue to remain
outstanding and shall remain subject to all terms and conditions which were
applicable to such Option immediately prior to the Merger; PROVIDED, HOWEVER,
that such Option shall become fully vested and exercisable as of the Effective
Time.

    (c) With respect to each portion of an Option designated as an Exchanged
Option, such portion of such Option shall be cancelled in exchange for the right
to receive from the Company after the Merger the following (being the "EXCHANGED
OPTION MERGER CONSIDERATION"):

    (i) Cash in an amount equal to:

       (A) the Cash Price, multiplied by

        (B) a quotient where

           (1) the numerator is the excess, if any, of $35.25 over the per share
               exercise price of such Exchanged Option (such excess being the
               "SPREAD" with respect to such Exchanged Option; and the Spread
               with respect to an Exchanged Option multiplied by the number of
               Common Shares subject to such Exchanged Option shall be the
               "TOTAL SPREAD" for such Exchanged Option), and

                                      A-12
<PAGE>
           (2) the denominator is $35.25, multiplied by

       (C) the number of Common Shares subject to such Exchanged Option.

    (ii) An amount of the PIK Preferred/Warrant Consideration equal to the
         following:

       (A) Such number of shares of PIK Preferred that is equal to:

           (1) 0.21, multiplied by

           (2) a quotient where (x) the numerator is the Spread with respect to
               such Exchanged Option and (y) the denominator is $35.25,
               multiplied by

           (3) the number of Common Shares subject to such Exchanged Option, and

        (B) attached to such shares of PIK Preferred (subject to detachment as
            set forth on Schedule 2.01(c)(i)(B)(2)), a Warrant to purchase such
            number of Common Shares that is equal to:

           (1) the Basic Warrant Entitlement, multiplied by

           (2) a quotient where (x) the numerator is the Spread with respect to
               such Exchanged Option, and (y) the denominator is $35.25,
               multiplied by

           (3) the number of Common Shares subject to such Exchanged Option.

    (d) Prior to the Effective Time, the Company shall amend the terms of its
equity incentive plans or arrangements, in each case as is necessary to give
effect to the provisions of this Section 2.02 and any other arrangements made in
respect of the Options pursuant to Section 2.03(c).

    SECTION 2.03 MODIFICATION OF MERGER CONSIDERATION.


    (a) If, within the earlier of: (i) September 24, 1999, and (ii) the date, if
any, on which Amendment No. 2 to the Form S-4 is filed by the Company with the
SEC (such period from the date hereof until such date, the "RELEVANT PERIOD"),
Thomas H. Lee Company ("THL"), Evercore Capital Partners LP ("EVERCORE") or any
of their affiliates (any such entity being a "RELEVANT PURCHASER") enters into
an agreement with any of the Persons listed on Schedule 2.01(c)(ii) (as amended
pursuant to Section 2.03(c)) to purchase from such Person any of such Person's
Exchanged Shares at the Effective Time in exchange for consideration equal to
the Exchanged Share Merger Consideration with respect to such Exchanged Shares
(any such agreement, a "PURCHASE AGREEMENT"):


        (i) MergeCo and the Company shall modify this Agreement (including,
            without limitation, Section 2.01(c) and any schedule attached to
            this Agreement) on or prior to such date as appropriate to reflect
            the terms of such Purchase Agreement, and

        (ii) the Company shall take such other actions reasonably requested by
             the Relevant Purchaser so that such Purchase Agreement can be
             effected.

    (b) The parties agree that, during the Relevant Period, Schedule 2.01(c)(ii)
may be amended by MergeCo, without the consent of the Company, in the following
manner:

        (i) MergeCo and any Person holding Shares may agree at any time during
            the Relevant Period as to:

           (A) the number of such Person's Shares which shall be Exchanged
               Shares,

           (B) the number of such Person's Shares which shall be Retained
               Shares, and

                                      A-13
<PAGE>
           (C) the number of such Person's Shares, if any, which shall be
               exchanged in the Merger in consideration for an interest in an
               Investment Instrument (such per Share interest in an Investment
               Instrument being the "INVESTMENT CONSIDERATION" for such Share),

               and MergeCo shall provide the Company with reasonable evidence of
               any such agreement.

        (ii) Schedule 2.01(c)(ii) shall be amended to reflect such an agreement
             reached between MergeCo and a Person holding Shares as follows:

           (A) To the extent such Person is not listed on Schedule 2.01(c)(ii)
               and such Person has agreed to a number of such Person's Shares
               being Retained Shares, such Person shall be added to Schedule
               2.01(c)(ii).

           (B) The number of such Person's Shares that such Person and MergeCo
               agree shall become Retained Shares shall be inserted in the
               column in the table set forth in Schedule 2.01(c)(ii) headed
               "Retained Shares" beside such Person's name and shall be treated
               in the Merger as set forth in Section 2.01(c)(ii)(A), subject to
               further adjustments under Section 2.03(b)(i).

           (C) The number of such Person's Shares that such Person and MergeCo
               agree shall be Exchanged Shares shall be treated in the Merger as
               set forth in Section 2.01(c)(ii)(B), subject to further
               adjustments under Section 2.03(b)(i).

           (D) The number of such Person's shares that MergeCo and such Person
               agree shall be exchanged in consideration for an interest in the
               Investment Instrument shall be treated in the Merger as set forth
               in such agreement, subject to further adjustments under Section
               2.03(b)(i).

    (c) The parties agree that, during the Relevant Period, the treatment of a
Person's Options in the Merger may be amended by MergeCo:

        (i) without the consent of the Company, if MergeCo and such Person agree
            that the number of such Person's Options which shall be Exchanged
            Options and Retained Option shall be different from that set forth
            in Schedule 2.02(a) PROVIDED THAT such Options shall be Retained
            Options, Exchanged Options, or a combination of both, and

        (ii) only with the consent of the Company, such consent not to be
             unreasonably withheld, if MergeCo and such Person agree that all or
             a portion of such Person's Options shall be treated differently
             than the Options which constitute Retained Options, Exchanged
             Options or a combination of both,

and Section 2.02 and Schedule 2.02(a) shall be amended to reflect such
agreement, PROVIDED THAT the Exchanged Option Merger Consideration with respect
to an Exchanged Option at the Effective Time, as set forth in Section 2.02(c),
shall not in any event be amended. MergeCo shall provide the Company with
reasonable evidence of any such agreement.

    SECTION 2.04 PAYMENT FOR SHARES.

    (a)  APPOINTMENT OF EXCHANGE AGENT AND DEPOSIT OF MERGER
CONSIDERATION.  From and after the Effective Time, such bank or trust company as
shall be mutually acceptable to MergeCo and the Company shall act as exchange
agent (the "EXCHANGE AGENT"). At or prior to the Effective Time, the Company and
MergeCo shall deposit, or the Company and MergeCo shall otherwise take all steps
necessary to cause to be deposited, with the Exchange Agent in an account (the
"EXCHANGE FUND") the aggregate Merger Consideration to which holders of Shares
and Options shall be entitled after the Effective Time pursuant to Sections
2.01(c), 2.02 and 2.03 (including, with respect to the aggregate

                                      A-14
<PAGE>
Cash Price, the financing arranged by MergeCo in accordance with Section
5.03(c)). Notwithstanding the foregoing, nothing in this Section 2.04(a) is
intended to detract from, or limit, MergeCo's obligations in Section 5.03(c), or
impose any obligation on the Company with respect thereto.

    (b)  MAILING OF TRANSMITTAL LETTER.  Promptly after the Effective Time, the
Surviving Corporation shall cause the Exchange Agent to mail to each record
holder of certificates (the "CERTIFICATES") that immediately prior to the
Effective Time represented Shares a form of letter of transmittal which shall
specify that delivery shall be effected, and risk of loss and title to the
Certificates shall pass, only upon proper delivery of the Certificates to the
Exchange Agent and instructions for use in surrendering such Certificates and
receiving the Merger Consideration in respect thereof.

    (c)  DELIVERY OF MERGER CONSIDERATION FOR SHARES UNDER SECTION
2.01(C)(I).  In effecting the delivery of the Exchanged Share Merger
Consideration in respect of Exchanged Shares represented by Certificates
entitled to the Exchanged Share Merger Consideration pursuant to Section
2.01(c)(i), upon the surrender of each such Certificate, and in consideration
for such Certificate, the Exchange Agent shall:

        (i) pay the holder of such Certificate the Cash Price multiplied by the
            number of such Exchanged Shares,

        (ii) deliver to the holder of such Certificate in respect of the PIK
             Preferred/Warrant Consideration to which such holder is entitled:

           (A) a certificate representing that number of whole shares of PIK
               Preferred which such holder has the right to receive pursuant to
               Section 2.01(c)(i)(B)(1);

           (B) a certificate representing a Warrant to purchase that number of
               Common Shares which such holder has the right to receive pursuant
               to Section 2.01(c)(i)(B)(2); and

           (C) cash in lieu of fractional interests of PIK Preferred/Warrant
               Consideration in accordance with Section 2.04(i).

    Upon such actions by the Exchange Agent, such Certificate shall forthwith be
cancelled and retired, and shall cease to exist.

    (d)  DELIVERY OF MERGER CONSIDERATION FOR SHARES UNDER SECTION
2.01(C)(II).  In effecting the:

        (i) retention of the Retained Shares,

        (ii) delivery of the Exchanged Share Merger Consideration, and

       (iii) delivery of the Investment Consideration, if any,

    in respect of the Shares held by a holder listed in the table set forth on
    Schedule 2.01(c)(ii), upon surrender of the Certificate or Certificates in
    respect of such Shares, the Exchange Agent shall:

           (A) in respect of the Shares which are set forth in the column of
               such table headed "Retained Shares" relating to such holder,
               deliver to such holder a certificate representing that number of
               Retained Shares which such holder has the right to retain
               pursuant to Section 2.01(c)(ii)(A),

           (B) in respect of such holder's Exchanged Shares:

           (1) pay such holder the Cash Price multiplied by the number of such
               holder's Exchanged Shares,

                                      A-15
<PAGE>
           (2) deliver to such holder in respect of the PIK Preferred/Warrant
               Consideration to which such holder is entitled:

               (x) a certificate representing that number of whole shares of PIK
                   Preferred which such holder has the right to receive pursuant
                   to Section 2.01(c)(ii)(B),

               (y) a certificate representing a Warrant to purchase that number
                   of Common Shares which such holder has the right to receive
                   pursuant to Section 2.01(c)(ii)(B), and

               (z) cash in lieu of fractional interests of the PIK
                   Preferred/Warrant Consideration in accordance with Section
                   2.04(i), and

           (C) in respect of the shares, if any, which are being exchanged for
               an interest in the Investment Instrument, deliver to such holder
               such documents which reflect such holder's interest in the
               Investment Instrument.

    Upon such actions by the Exchange Agent, each such Certificate so
surrendered shall forthwith be cancelled and retired, and shall cease to exist.

    (e)  DELIVERY OF MERGER CONSIDERATION FOR OPTIONS UNDER SECTION 2.02.  In
effecting the delivery of the Exchanged Option Merger Consideration, in respect
of each Person entitled to such consideration in the Merger pursuant to Section
2.02(c), the Exchange Agent shall:

        (i) pay such Person cash in an amount to which such Person is entitled
            pursuant to Section 2.02(c)(i),

        (ii) deliver to such Person in respect of the PIK Preferred/Warrant
             Consideration to which such Person is entitled:

           (A) a certificate representing that number of whole shares of PIK
               Preferred which such Person has the right to receive pursuant to
               Section 2.02(c)(ii)(A),

           (B) deliver to such Person, a certificate representing a Warrant to
               purchase that number of Common Shares which such Person has the
               right to receive pursuant to Section 2.02(c)(ii)(B), and

           (C) pay such Person cash in lieu of fractional interests of the PIK
               Preferred/Warrant Consideration in accordance with 2.04(i).

Upon such actions by the Exchange Agent, each such Exchanged Option shall be
cancelled and shall cease to exist.

    (f)  DELIVERY OF MERGER CONSIDERATION FOR OPTIONS UNDER REVISED
TREATMENT.  If:

        (i) an Option shall be treated differently than that set forth in
            Schedule 2.02(a) on the date hereof as a result of an amendment to
            Schedule 2.02(a) pursuant to Section 2.03(c), and

        (ii) the consideration to be received by a holder of an Option is of a
             type which is appropriate for the Exchange Agent to deliver to such
             holder,

then after the deposit with the Exchange Agent of such consideration pursuant to
Section 2.04(a), the Exchange Agent shall deliver such consideration to the
holder of such Option. Upon such action by the Exchange Agent, each such Option
for which consideration has been delivered to each holder shall be cancelled and
shall cease to exist.

    (g) RIGHTS UNTIL SURRENDER. Until surrendered in accordance with Sections
2.04 (c) or (d) above, each Certificate (other than Certificates representing
(i) Shares held by MergeCo or any of its affiliates, (ii) Shares held in the
treasury of the Company, (iii) Shares held by any subsidiary of the Company or
(iv) Dissenting Shares) shall represent solely the right to receive the
aggregate Merger

                                      A-16
<PAGE>
Consideration relating thereto. No interest or dividends shall be paid or
accrued on the Merger Consideration, except that dividends shall accrue on the
shares of PIK Preferred from the Effective Time and be paid when certificates
representing PIK Preferred are delivered to the holders thereof in accordance
with Sections 2.04(c), (d), or (e) as the case may be. If the Merger
Consideration (or any portion thereof) is to be delivered to any Person other
than the Person in whose name the Certificate formerly representing Shares
surrendered therefor is registered, it shall be a condition to such right to
receive such Merger Consideration that the Certificate so surrendered shall be
properly endorsed or otherwise be in proper form for transfer and that the
Person surrendering such Shares shall pay to the Exchange Agent any transfer or
other taxes required by reason of the payment of the Merger Consideration to a
Person other than the registered holder of the Certificate surrendered, or shall
establish to the satisfaction of the Exchange Agent that such tax has been paid
or is not applicable.

    (h) DISTRIBUTIONS WITH RESPECT TO UNSURRENDERED SHARES. No dividends or
other distributions with respect to Shares with a record date after the
Effective Time shall be paid to the holder of any unsurrendered Certificate with
respect to the Shares represented thereby. No cash payment in lieu of fractional
shares or interests shall be paid to any holder of a Certificate representing
Exchanged Shares pursuant to Section 2.04(i) until the surrender of such
Certificates in accordance with this Section 2.04.

    (i) PAYMENT OF CASH IN LIEU OF FRACTIONAL INTERESTS IN PIK PREFERRED/WARRANT
CONSIDERATION. The following provisions shall apply with respect to the PIK
Preferred/Warrant Consideration:

        (i) Subject to the effect of applicable Laws:

           (A) following the surrender of any Certificate with respect to
               Exchanged Shares, there shall be paid to the holder of such
               Certificate, and

           (B) following the Merger, there shall be paid to each holder of an
               Exchanged Option, the amount, if any, of cash payable in lieu of
               a fractional share of PIK Preferred (with attached Warrant) to
               which such holder is entitled pursuant to the remaining
               provisions of this Section 2.04(i).

        (ii) No certificates or scrip representing a fractional interest in
             shares of PIK Preferred (with attached Warrant) shall be issued
             upon the surrender for exchange of Certificates representing
             Exchanged Shares ("EXCHANGED SHARE CERTIFICATES") or upon the
             cancellation of Exchanged Options, and such fractional share
             interests shall not entitle the owner thereof to vote or to any
             rights of a stockholder of the Surviving Corporation.

       (iii) As promptly as practicable following the Effective Time, the
             Exchange Agent shall determine the excess of:

           (A) the number of shares of PIK Preferred delivered to the Exchange
               Agent by MergeCo pursuant to Section 2.04(a), over

           (B) the aggregate number of whole shares of PIK Preferred to be
               distributed to holders of the Exchanged Share Certificates and
               holders of Exchanged Options (such excess shares, together with
               the Warrants which are attached to such excess shares, being the
               "EXCESS SHARES").

        (iv) If the Excess Shares are traded on a national securities exchange,
             then the sale of such Excess Shares by the Exchange Agent shall be
             executed on such securities exchange through one or more member
             firms of such exchange and shall be executed in round lots to the
             extent practicable. MergeCo shall bear the cost of all related
             charges and fees of the Exchange Agent, commissions, transfer taxes
             and other out-of-pocket transaction costs. Until the proceeds of
             such sale or sales have been distributed to the relevant holders of
             the Exchanged Share Certificates and the relevant holders of
             Exchanged Options, the Exchange Agent shall hold such proceeds in
             trust for the relevant holders of

                                      A-17
<PAGE>
             the Exchanged Share Certificates and the relevant holders of
             Exchanged Options (the "PIK PREFERRED TRUST"). If the Exchanged
             Shares are not traded on a national securities exchange, then
             MergeCo shall deposit or cause to be deposited with the Exchange
             Agent, in trust for such holders, for credit to the PIK Preferred
             Trust in consideration of such Excess Shares, cash in the amount of
             the product of:

           (A) the total number of Excess Shares, and

           (B) $25.

        (v) The Exchange Agent shall determine the portion of the PIK Preferred
            Trust to which each holder of an Exchanged Share Certificate and
            each holder of an Exchanged Option is entitled, if any, by
            multiplying:

           (A) the amount of the aggregate proceeds comprising the PIK Preferred
               Trust, by

           (B) a quotient, the numerator of which is the amount of the
               fractional share interests to which such holder of an Exchanged
               Share Certificate or such holder of an Exchanged Option, as the
               case may be, is entitled and the denominator of which is the
               aggregate amount of fractional share interests to which all
               holders of the Exchanged Share Certificates and holders of
               Exchanged Options are entitled.

        (vi) As soon as practicable after the determination of the amount of
             cash to be paid to holders of Exchanged Share Certificates and
             holders of Exchanged Options in lieu of any fractional share
             interests, the Exchange Agent shall make available such amounts,
             without interest, to such holders of Exchanged Share Certificates
             who have surrendered their Certificates in accordance with Section
             2.04 of the Agreement and to such holders of Exchanged Options.

    (j) TERMINATION OF EXCHANGE AGENT'S DUTIES. Promptly following the date
which is 180 days after the Effective Time, the Exchange Agent shall deliver to
the Surviving Corporation all cash, Certificates and other documents in its
possession relating to the transactions described in this Agreement, and the
Exchange Agent's duties shall terminate. Thereafter, each holder of a
Certificate formerly representing a Share may surrender such Certificate to the
Surviving Corporation and (subject to applicable abandoned property, escheat and
similar Laws) receive in consideration therefor the aggregate Merger
Consideration relating thereto, without any interest or dividends thereon,
except that dividends shall accrue on the shares of PIK Preferred from the
Effective Time and be paid when certificates representing shares of PIK
Preferred are delivered to the holders thereof in accordance with Sections
2.04(c), (d) or (e), as the case may be.

    (k) NO TRANSFERS OF SHARES. After the Effective Time, there shall be no
transfers on the stock transfer books of the Surviving Corporation of any Shares
which were outstanding immediately prior to the Effective Time. If, after the
Effective Time, Certificates formerly representing Shares are presented to the
Surviving Corporation or the Exchange Agent, they shall be surrendered and
cancelled in return for the payment of the aggregate Merger Consideration
relating thereto, as provided in this Article II.

    (l) NO LIABILITY. None of MergeCo, the Company or the Exchange Agent shall
be liable to any Person in respect of any Retained Shares (or dividends or
distributions with respect thereto), any cash from the Exchange Fund, any
certificates representing shares of PIK Preferred, any certificates representing
Warrants or any other Merger Consideration delivered to a public official
pursuant to any applicable abandoned property, escheat or similar Law. If any
Certificates shall not have been surrendered prior to seven years after the
Effective Time (or immediately prior to such earlier date on which any Retained
Shares (or any dividends or distributions with respect thereto), any cash from
the Exchange Fund, any certificates representing shares of PIK Preferred, any
certificates representing Warrants or any other Merger Consideration would
otherwise escheat to or become the property of any

                                      A-18
<PAGE>
Governmental Entity (as defined in Section 3.03(b)), any such shares, cash,
dividends, distributions or other considerations in respect of such Certificate
shall, to the extent permitted by applicable Law, become the property of the
Surviving Corporation, free and clear of all claims or interest of any Person
previously entitled thereto.

                                  ARTICLE III
                 REPRESENTATIONS AND WARRANTIES OF THE COMPANY

    The Company represents and warrants to MergeCo as follows:

    SECTION 3.01 ORGANIZATION AND QUALIFICATION; SUBSIDIARIES. The Company and
each of its Subsidiaries (as defined in Section 8.09), which Subsidiaries are
listed on Section 3.01 of the disclosure schedule delivered to MergeCo by the
Company on the date hereof (the "COMPANY DISCLOSURE SCHEDULE"), is a
corporation, partnership or a limited liability company duly organized, validly
existing and in good standing under the Laws of its state or jurisdiction of
incorporation and has all requisite power and authority to own, lease and
operate its properties and to carry on its business as now being conducted and
is in good standing in each jurisdiction where the properties owned, leased or
operated, or the business conducted, by it require such qualification and where
failure to be in good standing or to so qualify would have a Material Adverse
Effect on the Company. The term "MATERIAL ADVERSE EFFECT ON THE COMPANY," as
used in this Agreement, means any change in or effect on the business, financial
condition, results of operations or reasonably foreseeable prospects of the
Company or any of its Subsidiaries that would be materially adverse to the
Company and its Subsidiaries taken as a whole. The Company has heretofore made
available to MergeCo a complete and correct copy of its current certificate of
incorporation and by-laws.

    SECTION 3.02 CAPITALIZATION; SUBSIDIARIES.

    (a)  The authorized capital stock of the Company consists of 50,000,000
Common Shares and 10,000,000 shares of preferred stock, par value $.01 per share
("PREFERRED STOCK"), of which 250,000 shares are designated Series A Junior
Preferred Stock, par value $.01 per share ("JUNIOR PREFERRED STOCK").

    (b)  As of the close of business on June 21, 1999, 19,707,347 Common Shares
were issued and outstanding, all of which are entitled to vote on this
Agreement, and no Common Shares were held in treasury. The Company has no shares
of Preferred Stock issued and outstanding.

    (c)  As of June 21, 1999, except for:

        (i) 3,524,230 Common Shares reserved for issuance pursuant to options
            granted under the Company Restated 1993 Stock Award and Incentive
            Plan (the "COMPANY STOCK PLAN") which options are outstanding on the
            date hereof,

        (ii) 3,937,144 Common Shares subject to issuance upon conversion of the
             6% Convertible Quarterly Income Preferred Securities due October
             15, 2027 (the "QUIPS") issued pursuant to the Amended and Restated
             Trust Agreement (the "TRUST AGREEMENT") dated as of October 14,
             1997 among the Company, The Bank of New York, The Bank of New York
             (Delaware) and the Administrative Trustees named therein,

       (iii) 250,000 shares of Junior Preferred Stock reserved for issuance upon
             exercise of the Rights, and

        (iv) 484,375 Common Shares reserved for issuance pursuant to Big Flower
             Holdings, Inc. and Subsidiaries Savings Plus 401(k) Plan and
             489,779 Common Shares reserved for issuance pursuant to Webcraft,
             Inc. Employees Accumulated Savings Trust Plan and pursuant to
             Webcraft Employee Savings Trust Plan (collectively, the "401(K)
             PLANS"),

                                      A-19
<PAGE>
there are not now, and at the Effective Time there will not be, any existing
options, warrants, calls, subscriptions, or other rights, or other agreements or
commitments, obligating the Company to issue, transfer or sell any shares of
capital stock of the Company or any of its Subsidiaries. Following the Effective
Time, in respect of a Trust Security (as such term is defined in the Trust
Agreement), if a holder of such a Trust Security exercises its conversion right
pursuant to Section 4.3 of the Trust Agreement, the conversion rate will be such
that such holder will be entitled, in respect of such Trust Security, to 1.7344
times the Exchanged Share Merger Consideration to which an Exchanged Share is
entitled pursuant to Section 2.01(c)(i).

    (d)  All issued and outstanding Common Shares are validly issued, fully
paid, nonassessable and free of preemptive rights.

    (e)  The Significant Subsidiaries of the Company are set forth on Section
3.02(e)(i) of the Company Disclosure Schedule. All of the outstanding shares of
capital stock of each of the Company's Significant Subsidiaries have been
validly issued and are fully paid and non-assessable and, except as set forth on
Section 3.02(e)(ii) of the Company Disclosure Schedule, are owned by either the
Company or another of its Significant Subsidiaries free and clear of all liens,
charges, claims or encumbrances. A "SIGNIFICANT SUBSIDIARY" of any Person means
any subsidiary or Person that constitutes a significant subsidiary of such
Person within the meaning of Rule 1-02(w) of Regulation S-X promulgated pursuant
to the Securities Exchange Act of 1934, as amended (the "EXCHANGE ACT").

    (f)  The information set forth on Section 3.02(f) of the Company Disclosure
Schedule with respect to the Company and its Subsidiaries is true, complete and
correct in all material respects.

    SECTION 3.03  AUTHORITY RELATIVE TO THIS AGREEMENT.

    (a)  The Company has the requisite corporate power and authority to execute
and deliver this Agreement and, except for the approval of this Agreement by a
vote of a majority of the issued and outstanding Common Shares (the "COMPANY
STOCKHOLDER APPROVAL"), to consummate the transactions contemplated hereby. The
execution and delivery of this Agreement and the consummation of the
transactions contemplated hereby have been duly and validly authorized by the
Company Board and no other corporate proceedings on the part of the Company are
necessary to authorize this Agreement or to consummate the transactions so
contemplated (other than the Company Stockholder Approval). This Agreement has
been duly and validly executed and delivered by the Company, and, assuming this
Agreement constitutes a valid and binding obligation of MergeCo, this Agreement
constitutes a valid and binding agreement of the Company, enforceable against
the Company in accordance with its terms.

    (b)  Other than in connection with, or in compliance with, the provisions of
the DGCL with respect to the transactions contemplated hereby, the Exchange Act,
the securities Laws of the various states, ISRA (as defined in 3.14(g)) and the
Hart-Scott-Rodino Antitrust Improvements Act of 1976, as amended (the "HSR
ACT"), no authorization, consent or approval of, or filing with, any
Governmental Entity (as defined in this Section 3.03(b)) is necessary for the
consummation by the Company of the transactions contemplated by this Agreement
other than authorizations, consents and approvals the failure to obtain, or
filings the failure to make, which would not, in the aggregate, have a Material
Adverse Effect on the Company. As used in this Agreement, the term "GOVERNMENTAL
ENTITY" means any government or subdivision thereof, domestic, foreign or
supranational or any administrative, governmental or regulatory authority,
agency, commission, tribunal or body, domestic, foreign or supranational.

    SECTION 3.04  NO VIOLATIONS OF LAW.

    Except as identified in Section 3.04 of the Company Disclosure Schedule:

    (a)  except for matters relating to Taxes, employee benefit arrangements,
labor relations and employment and environmental matters (which matters are
covered in Sections 3.11, 3.12, 3.13 and

                                      A-20
<PAGE>
3.14, respectively), the business operations of the Company and its Subsidiaries
have been conducted in compliance with all applicable federal, state and local
statutes, codes, ordinances, rules and regulations, judgments, decrees, orders,
writs and injunctions of the United States and all other countries and
subdivisions thereof to the extent applicable, and

    (b)  the Company and its Subsidiaries hold all permits, licenses and
approvals of all Governmental Entities necessary for the conduct of the
businesses of the Company and its Subsidiaries,

except in the case of clause (a) for possible violations, and except in the case
of clause (b) for such permits, licenses and approvals, that would not,
individually or in the aggregate, have a Material Adverse Effect on the Company.

    SECTION 3.05  NO DEFAULTS OR VIOLATIONS ARISING FROM THE MERGER.

    Except as set forth in Section 3.05 of the Company Disclosure Schedule, the
execution and delivery of this Agreement by the Company does not, and the
consummation by the Company of the transactions contemplated by this Agreement
and compliance by the Company with the provisions of this Agreement will not:

    (a)  constitute a breach of,

    (b)  conflict with,

    (c)  result in any violation of,

    (d)  constitute any default (or an event which, with notice or lapse of
time, or both would constitute a default) under,

    (e)  constitute a "change of control" under,

    (f)  require consent from, or the giving of notice to, a third party
pursuant to,

    (g)  give rise to a right of termination, purchase, repurchase, cancellation
or acceleration of any obligation or to loss of any property, rights or benefits
under,

    (h)  result in the imposition of any additional obligation under, or

    (i)  result in the creation of any lien or encumbrance upon any of the
properties or assets of the Company or any of its Subsidiaries, in each case
above as applicable under:

        (i)  the organizational documents of the Company or any of its
    Subsidiaries,

        (ii)  any contract, instrument, permit, concession, franchise, license,
    loan or credit agreement, note, bond, mortgage, indenture, deed of trust,
    lease or other property agreement, partnership or joint venture agreement or
    other legally binding agreement, whether oral or written, to which the
    Company or any of its Subsidiaries is bound, or

        (iii)  subject to the government filings and other matters referred to
    in Section 3.03(b), any judgment, order, decree, statute, Law, ordinance,
    rule or regulation applicable to the Company or any of its Subsidiaries or
    their respective properties or assets,

    other than, in the case of clauses (ii) and (iii), any such breaches,
conflicts, violations, defaults, terminations, accelerations, obligations,
rights, encumbrances, liens or adverse consequences resulting from a change of
control or the failure to obtain consents or provide notices that individually
or in the aggregate would not have a Material Adverse Effect on the Company.

                                      A-21
<PAGE>
    SECTION 3.06  ABSENCE OF CERTAIN CHANGES.  Except as disclosed in the SEC
Reports (as defined in Section 3.07(a)) filed prior to the date hereof, since
the date of the latest balance sheet in the Form 10-K:

    (a)  there has not been any Material Adverse Effect on the Company, whether
or not arising from transactions in the ordinary course of business, and

    (b)  the Company has conducted its business only in the ordinary course
consistent with past practice.

    SECTION 3.07  SEC REPORTS AND FINANCIAL STATEMENTS.  (a) Since January 1,
1998, the Company has filed all forms, reports and documents ("SEC REPORTS")
with the Securities and Exchange Commission ("SEC") required to be filed by it
pursuant to the federal securities Laws and the SEC rules and regulations
thereunder. Copies of all such SEC Reports have been made available to MergeCo
or its affiliates by the Company. None of such SEC Reports (as of their
respective filing dates) contained any untrue statement of a material fact or
omitted to state a material fact required to be stated therein or necessary in
order to make the statements therein, in light of the circumstances under which
they were made, not misleading.

    (b)  The audited and unaudited consolidated financial statements of the
Company included in the SEC Reports (collectively, the "FINANCIAL STATEMENTS"),
including without limitation the financial statements included in the Annual
Report on Form 10-K of the Company for the year ended December 31, 1998 (the
"FORM 10-K"), have been prepared in accordance with generally accepted
accounting principles applied on a consistent basis (except as otherwise stated
in such financial statements, including the related notes) and fairly present
the financial position of the Company and its consolidated Subsidiaries as of
the dates thereof and the results of their operations and changes in financial
position for the periods then ended, subject, in the case of the unaudited
financial statements, to year-end audit adjustments. Except as set forth in the
SEC Reports, at the date of the most recent audited financial statements of the
Company included in the SEC Reports, neither the Company nor any of its
Subsidiaries had, and since such date neither the Company nor any of such
Subsidiaries has incurred, any liabilities or obligations of any nature (whether
accrued, absolute, contingent or otherwise) which, individually or in the
aggregate, would be required to be disclosed in a balance sheet prepared in
accordance with generally accepted accounting principles and would reasonably be
expected to have a Material Adverse Effect on the Company except liabilities
incurred in the ordinary and usual course of business and consistent with past
practice and liabilities incurred in connection with the transactions
contemplated by this Agreement.

    SECTION 3.08  INFORMATION.  None of the information supplied by the Company
in writing (other than projections of future financial performance) specifically
for inclusion or incorporation by reference in (i) the Form S-4 or (ii) any
other document to be filed with the SEC or any other Governmental Entity in
connection with the transactions contemplated by this Agreement (the "OTHER
FILINGS") will:

    (a)  at the respective times filed with the SEC or other Governmental Entity
and,

    (b)  in the case of the Proxy Statement, at the date the Proxy Statement or
any amendment or supplement to the Proxy Statement is mailed to stockholders, at
the time of the Special Meeting, and at the Effective Time,

contain any untrue statement of a material fact or omit to state any material
fact required to be stated therein or necessary in order to make the statements
made therein, in light of the circumstances under which they were made, not
misleading. Notwithstanding the foregoing, no representation is made by the
Company with respect to (i) any forward-looking information which may have been
supplied by the Company, whether or not included by MergeCo in the Form S-4 or
(ii) statements made in any of the foregoing documents based upon information
supplied by MergeCo.

                                      A-22
<PAGE>
    SECTION 3.09  LITIGATION.  Except as set forth on Schedule 3.09 of the
Company Disclosure Schedule, there is no suit, claim, action, proceeding or
investigation pending or, to the knowledge of the Company, threatened, against
the Company or any of its Subsidiaries, individually or in the aggregate, which
would have a Material Adverse Effect on the Company or would prevent or
materially delay the consummation of the transactions contemplated by this
Agreement. Except as disclosed in the SEC Reports filed prior to the date of
this Agreement, neither the Company nor any of its Subsidiaries is subject to
any outstanding order, writ, injunction or decree which, individually or in the
aggregate, would have a Material Adverse Effect on the Company or would prevent
or materially delay the consummation of the transactions contemplated hereby.

    SECTION 3.10  MATERIAL CONTRACTS.

    The Company has heretofore furnished or made available to MergeCo or its
affiliates complete and true copies of all material contracts (together, the
"MATERIAL CONTRACTS"), each of which is listed in Section 3.10 of the Company
Disclosure Schedule. Neither the Company nor any of its Subsidiaries is, or has
received any notice or has any knowledge that any other party is, in default
under any such Material Contract, except for those defaults that would not
reasonably be likely, either individually or in the aggregate, to have a
Material Adverse Effect on the Company; and there has not occurred any event
that, with the lapse of time or the giving of notice or both, would constitute
such a material default.

    SECTION 3.11  TAXES.

    (a)  The Company, each of its Subsidiaries and each affiliated, combined,
consolidated, unitary or aggregate group of which the Company or any of its
Subsidiaries is a member (a "COMPANY AFFILIATED GROUP") (i) has, within the time
and in the manner prescribed by applicable Law, filed all Tax Returns (as
hereinafter defined) required to be filed by it, and all such Tax Returns are
true, complete and correct in all material respects, (ii) has timely paid or
caused to be paid all Taxes (as hereinafter defined) required to be paid except
for Taxes contested in good faith and for which adequate reserves have been
established in the Company's financial statements, and (iii) has made adequate
provision in the Company's financial statements for the payment of all Taxes not
yet due and payable (including deferred Taxes), except in each case where the
failure to file, pay or make adequate provision, as applicable, would not,
individually or in the aggregate, have a Material Adverse Effect on the Company.

    (b)  Except as set forth in Section 3.11(b) of the Company Disclosure
Schedule, there are no outstanding agreements, consents, waivers or requests to
extend (i) the application of the statute of limitations with respect to any
Taxes or Tax Return of the Company, any of its Subsidiaries or any Company
Affiliated Group, or (ii) the time within which to file any Tax Returns of the
Company, any of its Subsidiaries or any Company Affiliated Group, which Tax
Return has not since been timely filed.

    (c)  Except as set forth on Section 3.11(c) of the Company Disclosure
Schedule, neither the Company nor any of its Subsidiaries (i) has been a member
of a group filing consolidated returns for federal income tax purposes (except
for any group of which the Company is the common parent or the Subsidiary was
the common parent at the time such Subsidiary was acquired by the Company), (ii)
is a party to a Tax sharing or Tax indemnity agreement or any other agreement of
a similar nature that remains in effect or (iii) has any liability for Taxes of
any party (other than the Company or any of its Subsidiaries) under Treasury
Regulation Section 1.1502-6 or any similar provision of state, local or foreign
Law, as a transferee or successor, by contract or otherwise.

    (d)  Except as set forth on Section 3.11(d) of the Company Disclosure
Schedule, no audits or other administrative proceedings or court proceedings are
presently pending or threatened with regard to any Taxes or Tax Return of the
Company, any of its Subsidiaries or any Company Affiliated Group

                                      A-23
<PAGE>
(other than those being contested in good faith and for which adequate reserves
have been established) and no material issues have been raised by any Tax
authority in connection with any Tax or Tax Return.

    (e)  There are no material Tax liens upon any assets or properties of the
Company or any of its Subsidiaries except for statutory liens for Taxes not yet
due.

    (f)  The Company, each of its Subsidiaries and each Company Affiliated Group
have complied in all material respects with all applicable rules and regulations
relating to the withholding of Taxes.

    (g)  For purposes of this Agreement, the term "TAXES" means all taxes,
charges, fees, levies or other assessments, including, without limitation, all
income, gross receipts, excise, property, sales, use, occupation, transfer,
license, ad valorem, gains, profits, gift, estimated, social security,
unemployment, disability, premium, recapture, credit, payroll, withholding,
severance, stamp, capital stock, franchise and other taxes or similar charges of
any kind imposed by any Governmental Entity, including any interest and
penalties on or additions to or in respect of a failure to comply with any
requirement relating to any Tax Return. For purposes of this Agreement, the term
"TAX RETURN" means any report, return or other information or document required
to be supplied to a Tax authority or jurisdiction in connection with Taxes,
including, without limitation, combined, unitary or consolidated returns for any
group of entities.

    SECTION 3.12 EMPLOYEE BENEFITS.

    (a) Section 3.12(a) of the Company Disclosure Schedule includes a complete
list of all material employee benefit plans and programs providing benefits to
any employee or former employee of the Company and its subsidiaries sponsored or
maintained by the Company or any of its subsidiaries or to which the Company or
any of its subsidiaries contributes or is obligated to contribute ("PLANS").
Without limiting the generality of the foregoing, the term "Plans" includes all
employee welfare benefit plans within the meaning of Section 3(1) of the
Employee Retirement Income Security Act of 1974, as amended and the regulations
thereunder ("ERISA"), and all employee pension benefit plans within the meaning
of Section 3(2) of ERISA. Each of the Plans that is subject to Section 302 or
Title IV of ERISA or Section 412 of the Internal Revenue Code of 1986, as
amended (the "CODE") is identified on Section 3.12(a) of the Company Disclosure
Schedule (the "TITLE IV PLANS"). Neither the Company nor any of its Subsidiaries
has any commitment or formal plan, whether legally binding or not, to create any
additional material employee benefit plan or modify or change any existing Plan
that would affect any employee or former employee of the Company or any
Subsidiary in any material respect.

    (b) With respect to each Plan, the Company has heretofore delivered or made
available to MergeCo or its affiliates true and complete copies of each of the
following documents:

        (i) a copy of the Plan and any amendments thereto (or if the Plan is not
            a written Plan, a description of the material terms thereof);

        (ii) a copy of the two most recent annual reports and actuarial reports,
             if required under ERISA, and the most recent report prepared with
             respect thereto in accordance with Statement of Financial
             Accounting Standards No. 87;

       (iii) a copy of the most recent Summary Plan Description required under
             ERISA with respect thereto;

        (iv) if the Plan is funded through a trust or any third party funding
             vehicle, a copy of the trust or other funding agreement and the
             latest financial statements thereof; and

        (v) the most recent determination letter received from the Internal
            Revenue Service with respect to each Plan intended to qualify under
            section 401 of the Code.

                                      A-24
<PAGE>
    (c) No material liability under Title IV or Section 302 of ERISA or Sections
412 or 4871 of the Code has been incurred by the Company with respect to any
Plan or any "single-employer plan," within the meaning of Section 4001(a)(15) of
ERISA, of any trade or business (whether or not incorporated) which would be
considered one employer with the Company under Section 4001 of ERISA or Section
414 of the Code (an "ERISA AFFILIATE") that has not been satisfied in full, and
to the knowledge of the Company no condition exists that presents a material
risk to the Company or any ERISA Affiliate of incurring any such liability,
other than liability for premiums due the Pension Benefit Guaranty Corporation
("PBGC") (which premiums have been paid when due). Without limiting the
generality of the foregoing, none of the Company, its Subsidiaries nor any ERISA
Affiliate of the Company or any of its Subsidiaries has engaged in any
transaction described in Section 4069 or Section 4204 or 4212 of ERISA.

    (d) All contributions required to be made with respect to any Plan on or
prior to the Effective Time have been timely made or are reflected on the
Company's balance sheet, except for instances where failure to make such
contributions would not, either individually or in the aggregate, have a
Material Adverse Effect on the Company.

    (e) Except as disclosed in Section 3.12(e) of the Company Disclosure
Schedule, No Title IV Plan is a "multiemployer pension plan," as defined in
section 3(37) of ERISA, nor is any Title IV Plan a plan described in section
4063(a) of ERISA.

    (f) Neither the Company nor any Subsidiary has engaged in a transaction with
respect to any Plan or any trust created thereunder in connection with which the
Company or any Subsidiary, could be subject to either a civil penalty assessed
pursuant to Section 409 or 502(i) of ERISA or a tax imposed pursuant to Section
4975 or 4976 of the Code in an amount which would be material.

    (g) Except as set forth in Section 3.12(g) of the Company Disclosure
Schedule, the Company and each of its subsidiaries has complied, and is now in
compliance, in all material respects with all provisions of ERISA, the Code, and
all Laws and regulations applicable to the Plans. With respect to each Plan that
is intended to be a "qualified plan" within the meaning of section 401(a) of the
Code, the IRS has issued a favorable determination letter.

    (h) Except as set forth on Section 3.12(a) of the Company Disclosure
Schedule, no Plan provides medical, surgical, hospitalization, death or similar
benefits (whether or not insured) for employees or former employees of the
Company or any Subsidiary for periods extending beyond their retirement or other
termination of service, other than (i) coverage mandated by applicable Law, (ii)
death benefits under any "pension plan," or (iii) benefits the full cost of
which is borne by the current or former employee (or his beneficiary). No
condition exists that would prevent the Company or any Subsidiary from amending
or terminating any Plan providing health or medical benefits in respect of any
active employee of the Company or any Subsidiary.

    (i) Except as set forth on Section 3.12(i) of the Company Disclosure
Schedule, or in the SEC Reports, no amounts payable by the Company to Persons
who are "covered persons" within the meaning of Section 162(M) of the Code or
"disqualified individuals" within the meaning of Section 280G of the Code will
fail to be deductible for federal income tax purposes by virtue of Section
162(M) or 280G of the Code.

                                      A-25
<PAGE>
    SECTION 3.13 LABOR RELATIONS AND EMPLOYMENT.

    (a) Except (x) as disclosed in the SEC Reports filed on or before the date
hereof, and, (y) as set forth on Section 3.13(a) of the Company Disclosure
Schedule and (z) for matters which would not (other than in the case of clause
(iii) or (iv) of this sentence) result in a Material Adverse Effect:

        (i) there is no labor strike, dispute, slowdown, stoppage or lockout
            actually pending, or, to the best knowledge of the Company,
            threatened against the Company or any of its Subsidiaries, and
            during the past three years there has not been any such action;

        (ii) to the best knowledge of the Company, no union claims to represent
             the employees of the Company or any of its Subsidiaries;

       (iii) neither the Company nor any of its Subsidiaries is a party to or
             bound by any collective bargaining or similar agreement with any
             labor organization, or work rules or practices agreed to with any
             labor organization or employee association applicable to employees
             of the Company or any of its Subsidiaries;

        (iv) none of the employees of the Company or any of its Subsidiaries is
             represented by any labor organization and the Company does not have
             any knowledge of any current union organizing activities among the
             employees of the Company or any of its Subsidiaries, nor does any
             question concerning representation exist concerning such employees;

        (v) the Company and its Subsidiaries are, and have at all times been, in
            material compliance with all applicable Laws respecting employment
            and employment practices, terms and conditions of employment, wages,
            hours of work and occupational safety and health, and are not
            engaged in any unfair labor practices as defined in the National
            Labor Relations Act or other applicable Law, ordinance or
            regulation;

        (vi) there is no unfair labor practice charge or complaint against the
             Company or any of its Subsidiaries pending or, to the knowledge of
             the Company, threatened before the National Labor Relations Board
             or any similar state or foreign agency;

       (vii) there is no grievance arising out of any collective bargaining
             agreement or other grievance procedure;

      (viii) no charges with respect to or relating to the Company or any of its
             Subsidiaries are pending before the Equal Employment Opportunity
             Commission or any other agency responsible for the prevention of
             unlawful employment practices;

        (ix) neither the Company nor any of its Subsidiaries has received notice
             of the intent of any federal, state, local or foreign agency
             responsible for the enforcement of labor or employment Laws to
             conduct an investigation with respect to or relating to the Company
             or any of its Subsidiaries and no such investigation is in
             progress;

        (x) there are no complaints, lawsuits or other proceedings pending or to
            the best knowledge of the Company threatened in any forum by or on
            behalf of any present or former employee of the Company or any of
            its Subsidiaries alleging breach of any express or implied contract
            of employment, any Law or regulation governing employment or the
            termination thereof or other discriminatory, wrongful or tortious
            conduct in connection with the employment relationship.

    (b) Except as set forth in Section 3.13(b) of the Company Disclosure
Schedule, to the best knowledge of the Company, since the enactment of the
Worker Adjustment and Retraining Notification ("WARN") Act, there has not been
(i) a "plant closing" (as defined in the WARN Act) affecting any site of
employment or one or more facilities or operating units within any site of
employment or facility

                                      A-26
<PAGE>
of the Company or any of its Subsidiaries; or (ii) a "mass layoff" (as defined
in the WARN Act) affecting any site of employment or facility of the Company or
any of its Subsidiaries; nor has the Company or any of its Subsidiaries been
affected by any transaction or engaged in layoffs or employment terminations
sufficient in number to trigger application of any similar state or local Law.
To the best knowledge of the Company, none of the employees of the Company or
any of its Subsidiaries has suffered an "employment loss" (as defined in the
WARN Act) since three months prior to the date of this Agreement.

    SECTION 3.14 ENVIRONMENTAL MATTERS. Except as disclosed in Schedule 3.14:

    (a) The Company and its Subsidiaries have been and are in compliance with
all applicable Environmental Laws as in effect on the date hereof, except for
such violations and defaults as would not, individually or in the aggregate,
have a Material Adverse Effect on the Company.

    (b) The Company and its Subsidiaries possess all Environmental Permits
required for the current operation of the Business pursuant to Environmental
Laws as in effect on the date hereof, all such Environmental Permits are in
effect, there are no pending or, to the best knowledge of the Company,
threatened proceedings to revoke such Environmental Permits and the Company and
its Subsidiaries are, to the best knowledge of the Company, in compliance with
all terms and conditions thereof, except for such failures to possess or comply
with Environmental Permits as would not, individually or in the aggregate, have
a Material Adverse Effect on the Company. In connection with any pending
applications or proceedings for new, renewal or modified Environmental Permits,
the Company has not received written notice that modifications to the terms,
conditions and requirements of such Environmental Permits may be imposed or
required that, individually or in the aggregate, would have a Material Adverse
Effect on the Company.

    (c) Except for matters which would not, individually or in the aggregate,
have a Material Adverse Effect on the Company, neither the Company nor any
Subsidiary has received any written notification that the Company or any
Subsidiary, as a result of any of the current or past operations of the
Business, or any property currently or formerly owned or leased in connection
with the Business, is or may be the subject of any proceeding, investigation,
claim, lawsuit or order by any Governmental Entity or other person, relating to
(i) any violation or alleged violation of Environmental Laws; (ii) any Remedial
Action; or (iii) any Release or threatened Release of Hazardous Substances,
whether or not such Release or threatened Release has occurred or is occurring
at properties currently or formerly owned or operated by the Company or its
Subsidiaries; and (iv) any Environmental Liabilities and Costs.

    (d) Except as would not have a Material Adverse Effect on the Company, none
of the Company and its Subsidiaries has entered into any written agreement with
any Governmental Entity, or is subject to any Order or decree, by which the
Company or any subsidiary has assumed responsibility or is responsible, either
directly or as a guarantor or surety, for the remediation of any Release of
Hazardous Substances into the environment in connection with the Business,
including for cost recovery with respect to such Releases.

    (e) There is not now and has not been at any time in the past, a Release of
Hazardous Substances for which the Company or any Subsidiary is required or is
reasonably likely to be required to perform a Remedial Action pursuant to
applicable Environmental Laws as currently in effect, or will incur
Environmental Liabilities and Costs that, with respect to any matter covered by
this Section 3.14(e) would, individually or in the aggregate, have a Material
Adverse Effect on the Company.

    (f) This Section contains the only representations and warranties concerning
the Company or any Subsidiary relating to any Environmental Law, Environmental
Liabilities and Costs, or Environmental Permits.

                                      A-27
<PAGE>
    (g) For purposes of this Agreement:

        (i) "BUSINESS" means the current and former businesses of the Company
            and its Subsidiaries including, but not limited to, businesses or
            Subsidiaries that have been previously sold by the Company, its
            Subsidiaries or any predecessors thereto.

        (ii) "ENVIRONMENTAL LAWS" shall mean all foreign, federal, state and
             local Laws, regulations, rules and ordinances relating to pollution
             or protection of the environment or human health and safety as it
             relates to Hazardous Substances, including, without limitation,
             Laws relating to Releases or threatened Releases of Hazardous
             Substances in the environment (including, without limitation,
             ambient air, surface water, groundwater, land, surface and
             subsurface strata) or otherwise relating to the manufacture,
             processing, distribution, use, treatment, storage, Release,
             transport or handling of Hazardous Substances and all Laws and
             regulations with regard to record keeping, notification, disclosure
             and reporting requirements respecting Hazardous Substances, and all
             Laws relating to endangered or threatened species of fish, wildlife
             and plants and the management or use of natural resources.

       (iii) "ENVIRONMENTAL LIABILITIES AND COSTS" means all damages, natural
             resource damages, claims, losses, expenses, costs, obligations, and
             liabilities (collectively, "Losses"), whether direct or indirect,
             known or unknown, current or potential, past, present or future,
             imposed by, under or pursuant to Environmental Laws, including, but
             not limited to, all Losses related to Remedial Actions, and all
             fees, capital costs, disbursements, penalties, fines and expenses
             of counsel, experts, contractors, personnel and consultants.

        (iv) "ENVIRONMENTAL PERMITS" means any federal, state, foreign or local
             permit, license, registration, consent, certificate, approval or
             other authorization necessary for the conduct of the Business as
             currently conducted under any Environmental Law.

        (v) "HAZARDOUS SUBSTANCES" means any substance that (A) is defined,
            listed or identified or otherwise regulated as a "hazardous waste,"
            "hazardous material" or "hazardous substance" "toxic substance,"
            "hazardous air pollutant," "pollutant" or "contaminant" or words of
            similar meaning and regulatory effect under any Environmental Law
            (including, without limitation, radioactive substances,
            polychlorinated biphenyls, petroleum and petroleum derivatives and
            products) or (B) requires investigation, removal or remediation
            under applicable Environmental Law.

        (vi) "ISRA" means the New Jersey Industrial Site Recovery Act, N.J.S.A.
             13:IK-6 ET SEQ.

       (vii) "RELEASE" shall mean any release, spill, emission, discharge,
             leaking, pumping, injection, deposit, discharge, dispersal,
             leaching or migration into the environment (including, without
             limitation, ambient air, surface water, groundwater, and surface or
             subsurface strata) or into or out of any property, including the
             movement of Hazardous Substances through the air, soil, surface
             water, groundwater or property, but not including any discharge or
             emission in compliance with an Environmental Permit.

      (viii) "REMEDIAL ACTION" means all actions required by Governmental Entity
             pursuant to Environmental Law or otherwise taken as necessary to
             comply with Environmental Law to (A) clean up, remove, treat or in
             any other way remediate any Hazardous Substances; (B) prevent the
             release of Hazardous Substances so that they do not migrate or
             endanger or threaten to endanger public health or welfare or the
             environment; or (C) perform studies, investigations or monitoring
             in respect of any such matter.

                                      A-28
<PAGE>
    SECTION 3.15 INTELLECTUAL PROPERTY.

    (a) The Company and its Subsidiaries own or possess valid and adequate
licenses or other legal rights to use all material Intellectual Property as are
necessary to permit the Company and its Subsidiaries to conduct the business as
presently conducted, free and clear of all liens, claims, and encumbrances, and
except for those licenses issued to third parties in the ordinary course of
business, free and clear of all material licenses to third parties.

    (b) The conduct of the business as presently conducted does not infringe on
the Intellectual Property rights of any Person except for such infringements
which, individually or in the aggregate, would not have a Material Adverse
Effect on the Company.

    (c) To the Company's knowledge, all filings, registrations and issuances
pertaining to the material Intellectual Property owned by the Company and its
Subsidiaries, including any and all patents, registered trademarks and copyright
registrations, are in full force and effect and the Company and its Subsidiaries
have good and marketable title thereto.

    (d) To the Company's knowledge, there are no threats of claims or challenges
to the validity or effectiveness of the Intellectual Property as are necessary
to permit the Company and its Subsidiaries to conduct the business as presently
conducted, which individually or in the aggregate would have a Material Adverse
Effect on the Company.

    (e) As employed herein, the term "INTELLECTUAL PROPERTY" shall mean:

        (i) registered and unregistered trademarks, service marks, slogans,
            trade names, logos, Internet domain names and trade dress together
            with the goodwill associated therewith;

        (ii) patents, patent applications and invention disclosures;

       (iii) registered and unregistered copyrights, including, but not limited
             to, copyrights in software and databases;

        (iv) software programs and databases;

        (v) trade secrets, proprietary information and other proprietary
            intellectual property rights, and

        (vi) agreements pursuant to which the Company or a Subsidiary has
             obtained the right to use any of the foregoing.

    SECTION 3.16 YEAR 2000 COMPLIANCE.

    (a) Except as set forth in Section 3.16 of the Company Disclosure Schedule,
all software, systems and hardware owned or used by the Company and its
Subsidiaries are substantially Year 2000 Compliant and are reasonably expected
to be Year 2000 Compliant by December 31, 1999, except for such software,
systems and hardware the failure of which to be Year 2000 Compliant would not,
individually or in the aggregate, have a Material Adverse Effect on the Company.

    (b) The Company and its Subsidiaries have taken, or are taking, commercially
reasonable steps to determine whether all material third party software, systems
and hardware used by, for, or on behalf of the Company and its Subsidiaries are
Year 2000 Compliant or are reasonably expected to be Year 2000 Compliant by
December 31, 1999.

    (c) As used herein, "YEAR 2000 COMPLIANT" means for all dates and times,
including, without limitation, dates and times before, on and after December 31,
1999, when used on a stand-alone system or in combination with other software or
systems of the Company and its Subsidiaries, other than any

                                      A-29
<PAGE>
errors or malfunctions which are the result of any incorrect date and time
information incorporated into calculations from systems external to the Company
and its Subsidiaries:

        (i) the application system consistently functions and receives and
            processes dates and times correctly without abnormal results;

        (ii) no date related calculations are incorrect (including, without
             limitation, age calculations, duration calculations and scheduling
             calculations) as a result of the advent of the year 2000;

       (iii) all manipulations and comparisons of date-related data produce
             correct and consistent results for all valid date values within the
             scope of the application;

        (iv) there is no century ambiguity;

        (v) all reports and displays are sorted correctly; and

        (vi) leap years are accounted for and correctly identified (including,
             without limitation, that the year 2000 is recognized as a leap
             year).

    SECTION 3.17 RIGHTS AGREEMENT.

    (a) The Company and the Company Board have taken all action to amend the
Rights Agreement (the "RIGHTS AMENDMENT") so that the execution and delivery of
this Agreement (and any amendments thereto by the parties hereto) and the
consummation of the Merger and the transactions contemplated thereby, will not
cause:

        (i) the Rights (as defined in the Rights Agreement) to become
            exercisable pursuant to Section 11(a)(ii) thereof or otherwise,

        (ii) MergeCo or any of its affiliates to constitute an "Acquiring
             Person" (as defined in the Rights Agreement),

       (iii) a "Distribution Date," a "Triggering Event," or a "Stock
             Acquisition Date" (as each term is defined in the Rights Agreement)
             to occur, or

        (iv) the Rights to otherwise be operative with respect to the
             transactions contemplated by this Agreement, and

such amendment will be in full force and effect from and after the date hereof.

    (b) As a result of the Rights Amendment, the Rights will expire as of
immediately before the Effective Time.

    SECTION 3.18 BOARD RECOMMENDATION.  The Company Board, at a meeting duly
called and held, has:

    (a) determined that this Agreement and the transactions contemplated hereby,
taken together, and the Certificate Amendments are advisable and in the best
interests of the Company and its stockholders; and

    (b) subject to the other provisions hereof, resolved to recommend that the
holders of the Shares approve this Agreement, and the transactions contemplated
hereby, including the Merger, and the Certificate Amendments.

    SECTION 3.19 REQUIRED COMPANY VOTE.  The Company Stockholder Approval, being
the affirmative vote of a majority of the Shares, is the only vote of the
holders of any class or series of the Company's securities necessary to approve
this Agreement, the Merger and the other transactions contemplated hereby, and
the Certificate Amendments.

                                      A-30
<PAGE>
    SECTION 3.20 RELATED PARTY TRANSACTIONS.  Except as previously disclosed to
MergeCo in writing or as disclosed in the SEC Reports, no director, officer,
partner, "affiliate" or "associate" (as such terms are defined in Rule 12b-2
under the Exchange Act) of the Company or any of its Subsidiaries, to the
knowledge of the Company:

        (i) has outstanding any indebtedness or other similar obligations to the
            Company or any of its Subsidiaries in excess of $60,000;

        (ii) owns any direct or indirect interest of any kind in (other than a
             DE MINIMUS interest), or is a director, officer, employee, partner,
             affiliate or associate of, or consultant or lender to, or borrower
             from, or has the right to participate in the management, operations
             or profits of, any person or entity which is:

           (A) a competitor, supplier, customer, distributor, lessor, tenant,
               creditor or debtor of the Company or any of its Subsidiaries,

           (B) engaged in a business related to the business of the Company or
               any of its Subsidiaries,

           (C) participating in any transaction to which the Company or any of
               its Subsidiaries is a party, or

       (iii) is otherwise a party to any contract, arrangement or understanding
             with the Company or any of its Subsidiaries except any such
             contract, arrangement or understanding providing for (A) such
             Person's employment by the Company or one of its Subsidiaries, or
             (B) employee or other fringe benefits, or (C) options or other
             rights, granted pursuant to the Company Stock Plan.

    SECTION 3.21 STATE TAKEOVER STATUTES.  The Company Board has taken such
action so that no statute, takeover statute or similar statute or regulation of
the State of Delaware, including the provisions of Section 203 of the DGCL (and,
to the knowledge of the Company after due inquiry, of any other state or
jurisdiction), applies to this Agreement, the Merger, or any of the other
transactions contemplated hereby. Except for the Rights Agreement, neither the
Company nor any of its Subsidiaries has any rights plan, preferred stock or
similar arrangement which have any of the aforementioned consequences in respect
of the transactions contemplated hereby.

    SECTION 3.22 BROKERS AND FINDERS.  Except for the engagement of Goldman,
Sachs & Co. and Berenson Minella & Company, none of the Company, any of its
Subsidiaries, or any of their respective officers, directors or employees has
employed any broker or finder or incurred any liability for any brokerage fees,
commissions or finder's fees in connection with the transactions contemplated by
this Agreement.

    SECTION 3.23 OPINIONS OF INVESTMENT BANKING FIRMS.  The Company has received
the opinions of Goldman, Sachs & Co. and Berenson Minella & Company, each dated
the date hereof, to the effect that, the Exchanged Share Merger Consideration to
be received by the holders of Shares pursuant to the Merger is fair to the
Company's stockholders (other than holders of Retained Shares, as to which
Goldman, Sachs & Co. and Berenson, Minella & Company express no opinion) from a
financial point of view.

                                   ARTICLE IV
                   REPRESENTATIONS AND WARRANTIES OF MERGECO

    MergeCo represents and warrants to the Company as follows:

    SECTION 4.01 ORGANIZATION AND QUALIFICATION. MergeCo is a corporation duly
organized, validly existing and in good standing under the Laws of its state or
jurisdiction of incorporation and is in good

                                      A-31
<PAGE>
standing as a foreign corporation in each other jurisdiction where the
properties owned, leased or operated, or the business conducted, by it require
such qualification and where failure to be in good standing or to so qualify
would have a Material Adverse Effect on MergeCo. The term "MATERIAL ADVERSE
EFFECT ON MERGECO", as used in this Agreement, means any change in or effect on
the business, financial condition, results of operations or reasonably
foreseeable prospects of MergeCo or any of its Subsidiaries that would be
materially adverse to MergeCo.

    SECTION 4.02 AUTHORITY RELATIVE TO THIS AGREEMENT.

    (a)  MergeCo has full corporate power and authority to execute and deliver
this Agreement and to consummate the transactions contemplated hereby. The
execution and delivery of this Agreement and the consummation of the
transactions contemplated hereby have been duly and validly authorized by the
Board of Directors of MergeCo and no other corporate proceedings on the part of
MergeCo are necessary to authorize this Agreement or to consummate the
transactions so contemplated. This Agreement has been duly and validly executed
and delivered by MergeCo and, assuming this Agreement constitutes a valid and
binding obligation of the Company, this Agreement constitutes a valid and
binding agreement of MergeCo, enforceable against MergeCo in accordance with its
terms.

    (b)  Other than in connection with, or in compliance with, the provisions of
the DGCL with respect to the transactions contemplated hereby, the Exchange Act,
the securities Laws of the various states and the HSR Act, no authorization,
consent or approval of, or filing with, any Governmental Entity is necessary for
the consummation by MergeCo of the transactions contemplated by this Agreement
other than authorizations, consents and approvals the failure to obtain, or
filings the failure to make, which would not, in the aggregate, have a Material
Adverse Effect on MergeCo.

    SECTION 4.03 NO VIOLATION. Neither the execution or delivery of this
Agreement by MergeCo nor the consummation by MergeCo of the transactions
contemplated hereby will:

    (a)  constitute a breach or violation of any provision of the certificate of
incorporation or by-laws of MergeCo, or

    (b)  constitute a breach, violation or default (or any event which, with
notice or lapse of time or both, would constitute a default) under, or result in
the termination of, or accelerate the performance required by, or result in the
creation of any lien or encumbrance upon any of the properties or assets of
MergeCo under, any note, bond, mortgage, indenture, deed of trust, license,
lease, agreement or other instrument to which MergeCo is a party or by which it
or any of its properties or assets are bound,

other than breaches, violations, defaults, terminations, accelerations or
creation of liens and encumbrances which, in the aggregate, would not have a
Material Adverse Effect on MergeCo.

    SECTION 4.04 INFORMATION. None of the information supplied by MergeCo in
writing (other than projections of future financial performance) specifically
for inclusion or incorporation by reference in (i) the Form S-4 or (ii) the
Other Filings will:

    (a)  at the respective times filed with the SEC or other Governmental Entity
and,

    (b)  in the case of the Proxy Statement, at the date the Proxy Statement or
any amendment or supplement to the Proxy Statement is mailed to stockholders, at
the time of the Special Meeting and at the Effective Time,

contain any untrue statement of a material fact or omit to state any material
fact required to be stated therein or necessary in order to make the statements
made therein, in light of the circumstances under which they were made, not
misleading. Notwithstanding the foregoing, no representation is made by MergeCo
with respect to statements made in any of the foregoing documents based upon
information supplied by the Company.

                                      A-32
<PAGE>
    SECTION 4.05 FINANCING. Schedule 6.02(e) sets forth true and complete copies
of written documentation from third parties which provides for financing in
amounts sufficient to consummate the transactions contemplated hereby as
contemplated by Section 6.02(e). As of the date hereof, none of MergeCo., its
representatives or its affiliates has any reason to believe that the financing
contemplated by such written documentation will not be obtained on the terms and
subject to the conditions set forth in such documentation, or that such
conditions will not be satisfied.

    SECTION 4.06 DELAWARE LAW. MergeCo was not immediately prior to the
execution of this Agreement, an "interested stockholder" within the meaning of
Section 203 of the DGCL and neither MergeCo, nor any of its "affiliates" or
"associates" (as such terms are defined in the Rights Agreement) beneficially
owns any Common Shares on the date hereof.

    SECTION 4.07 NEWLY ORGANIZED. MergeCo was formed solely for the purpose of
engaging in the Merger and the other transactions contemplated by this Agreement
and has engaged in no other business activities.

                                   ARTICLE V
                                   COVENANTS

    SECTION 5.01 CONDUCT OF BUSINESS OF THE COMPANY. Except as contemplated by
this Agreement or as expressly agreed to in writing by MergeCo, during the
period from the date of this Agreement to the Effective Time, the Company shall,
and shall cause each of its Subsidiaries to, conduct its operations according to
its ordinary and usual course of business and consistent with past practice and
use its and their respective reasonable best efforts to preserve intact their
current business organizations, keep available the services of their current
officers and employees and preserve their relationships with customers,
suppliers, licensors, licensees, advertisers, distributors and others having
business dealings with them and to preserve goodwill. Without limiting the
generality of the foregoing, and except as (x) otherwise expressly provided in
this Agreement, (y) required by Law, or (z) as set forth on Section 5.01 of the
Company Disclosure Schedule, prior to the Effective Time, the Company shall not,
and shall cause its Subsidiaries not to, without the consent of MergeCo (which
consent shall not be unreasonably withheld):

    (a)  except with respect to annual bonuses made in the ordinary course of
business consistent with past practice, and except as required by Law, adopt or
amend in any material respect any bonus, profit sharing, compensation,
severance, termination, stock option, stock appreciation right, pension,
retirement, employment or other employee benefit agreement, trust, plan or other
arrangement for the benefit or welfare of any director, officer or employee of
the Company or any of its Subsidiaries or increase in any manner the
compensation or fringe benefits of any director, officer or employee of the
Company or any of its Subsidiaries or pay any benefit not required by any
existing agreement or place any assets in any trust for the benefit of any
director, officer or employee of the Company or any of its Subsidiaries not
required by any existing agreement (in each case, except with respect to
employees and directors in the ordinary course of business consistent with past
practice);

    (b)  incur any indebtedness for borrowed money in excess of $1,000,000 on an
aggregate basis, other than indebtedness under existing lines of credit drawn to
fund working capital (defined as current assets (excluding cash and cash
equivalents) minus current liabilities, each as determined in accordance with
generally acceptable accounting principles applied on a consistent basis) in the
ordinary course of business and consistent with past practice;

    (c)  expend funds for capital expenditures (including capitalized software
and lease-buybacks but other than expenditures permitted pursuant to Section
5.01(i)) that in the aggregate would cause total capital expenditure (including
capitalized software and lease-buybacks but other than expenditures

                                      A-33
<PAGE>
permitted pursuant to Section 5.01(i)) for the period from January 1, 1999 to
the Effective Time to exceed an amount equal to $102,500,000;

    (d)  sell, lease, license, mortgage or otherwise encumber or subject to any
lien or otherwise dispose of any of its properties or assets other than
immaterial properties or assets (or immaterial portions of properties or
assets), except in the ordinary course of business consistent with past
practice;

    (e)  (i) declare, set aside or pay any dividends on, or make any other
distributions in respect of, any of its capital stock (except (A) as
contemplated by the Rights Agreement and (B) for dividends paid by Subsidiaries
to the Company with respect to capital stock), (ii) split, combine or reclassify
any of its capital stock or issue or authorize the issuance of any other
securities in respect of, in lieu of or in substitution for shares of its
capital stock or (iii) purchase, redeem or otherwise acquire any shares of
capital stock of the Company or any of its Subsidiaries or any other securities
thereof or any rights, warrants or options to acquire any such shares or other
securities;

    (f)  except for issuances (i) upon exercise of presently outstanding awards
under the Company Stock Plan and (ii) upon conversion of the QUIPS, (iii) of up
to 50,000 Common Shares pursuant to the 401(k) Plans, or (iv) as previously
disclosed in writing to MergeCo or its affiliates, authorize for issuance,
issue, deliver, sell or agree or commit to issue, sell or deliver (whether
through the issuance or granting of options, warrants, commitments,
subscriptions, rights to purchase or otherwise), pledge or otherwise encumber
any shares of its capital stock or the capital stock of any of its Subsidiaries,
any other voting securities or any securities convertible into, or any rights,
warrants or options to acquire, any such shares, voting securities or
convertible securities or any other securities or equity equivalents (including
without limitation stock appreciation rights);

    (g)  amend its certificate of incorporation, by-laws or equivalent
organizational documents or alter through merger, liquidation, reorganization,
restructuring or in any other fashion the corporate structure or ownership of
any material subsidiary of the Company;

    (h)  except as provided in Section 5.01(c), make or agree to make any
acquisition of assets which is material to the Company and its Subsidiaries,
taken as a whole, except for (i) purchases of inventory and supplies in the
ordinary course of business or (ii) pursuant to purchase orders entered into in
the ordinary course of business which do not call for payments in excess of
$5,000,000 per annum;

    (i)  except as previously disclosed to MergeCo in writing, acquire any
business (whether by merger, consolidation, purchase of assets or otherwise) or
acquire any equity interest in any person not an affiliate (whether through a
purchase of stock, establishment of a joint venture or otherwise);

    (j)  change its principles of accounting in effect at December 31, 1998,
except as required by changes in generally accepted accounting principles or Law
or regulation or as discussed in the SEC Reports, or change any of its methods
of reporting income and deductions for federal income tax purposes from those
employed in the preparation of the federal income tax returns of the Company for
the taxable year ending December 31, 1998, except as required by changes in Law
or regulation;

    (k)  settle or compromise any shareholder derivative suits arising out of
the transactions contemplated hereby or any other material litigation (whether
or not commenced prior to the date of this Agreement) or settle, pay or
compromise any claims not required to be paid, other than in consultation and
cooperation with MergeCo, and, with respect to any such settlement, with the
prior written consent of MergeCo (which consent will not be unreasonably
withheld);

    (l)  enter into or amend in a manner adverse to MergeCo any new agreement
which has a non-competition, geographical restriction or similar covenant that
would be material to the Company;

    (m)  make or rescind any material election relating to Taxes, or settle any
material claim, action, suit, litigation, proceeding, arbitration,
investigation, audit or controversy relating to Taxes; or

                                      A-34
<PAGE>
    (n)  authorize, or commit or agree to take, any of the foregoing actions.

    SECTION 5.02 ACCESS TO INFORMATION. From the date of this Agreement until
the Effective Time, the Company shall, and shall cause its Subsidiaries, and
each of their respective officers, directors, employees, counsel, advisors and
representatives (collectively, the "COMPANY REPRESENTATIVES") to, give MergeCo
and their respective officers, employees, counsel, advisors, representatives
(collectively, the "MERGECO REPRESENTATIVES") and representatives of financing
sources identified by MergeCo reasonable access, upon reasonable notice and
during normal business hours, to the offices and other facilities and to the
books and records of the Company and its Subsidiaries and will cause the Company
Representatives and the Company's Subsidiaries to furnish MergeCo and the
MergeCo Representatives and representatives of financing sources identified by
MergeCo with such financial and operating data and such other information with
respect to the business and operations of the Company and its Subsidiaries as
MergeCo and representatives of financing sources identified by MergeCo may from
time to time reasonably request. MergeCo agrees that any information furnished
pursuant to this Section 5.02 shall be subject to the provisions of the letter
agreement dated March 11, 1999 between THL and the Company (the "CONFIDENTIALITY
AGREEMENT").

    SECTION 5.03 EFFORTS.

    (a)  Each of the Company and MergeCo shall, and the Company shall cause each
of its Subsidiaries to, make all necessary filings with Governmental Entities as
promptly as practicable in order to facilitate prompt consummation of the
transactions contemplated by this Agreement. In addition, each of MergeCo and
the Company shall use its reasonable best efforts (including, without
limitation, payment of any required fees) and shall cooperate fully with each
other to:

        (i) comply as promptly as practicable with all governmental requirements
            applicable to the transactions contemplated by this Agreement,
            including the making of all filings necessary or proper under
            applicable Laws and regulations to consummate and make effective the
            transactions contemplated by this Agreement, including, but not
            limited to, cooperation in the preparation and filing of the Form
            S-4 and any actions or filings related thereto, the Proxy Statement
            and any amendments to any thereof,

        (ii) obtain promptly all consents, waivers, approvals, authorizations or
             permits of, or registrations or filings with or notifications to
             (any of the foregoing being a "CONSENT"), any Governmental Entity
             necessary for the consummation of the transactions contemplated by
             this Agreement (except for such Consents the failure of which to
             obtain would not prevent or materially delay the consummation of
             the Merger), and

       (iii) take such other reasonable actions to implement the transactions
             contemplated hereby.

    Subject to the Confidentiality Agreement, MergeCo and the Company shall
furnish to one another such necessary information and reasonable assistance as
MergeCo or the Company may reasonably request in connection with the foregoing.

    (b)  Without limiting Section 5.03(a), MergeCo and the Company shall each:

        (i) promptly make or cause to be made the filings required of such party
            under the HSR Act with respect to the Merger;

        (ii) use its reasonable best efforts to avoid the entry of, or to have
             vacated or terminated, any decree, order, or judgment that would
             restrain, prevent or delay the consummation of the Merger,
             including without limitation defending through litigation on the
             merits any claim asserted in any court by any party; and

       (iii) take any and all steps which, in such party's judgment, are
             commercially reasonable to avoid or eliminate each and every
             impediment under any antitrust, competition, or trade

                                      A-35
<PAGE>
             regulation Law that may be asserted by any Governmental Entity with
             respect to the Merger so as to enable consummation thereof to occur
             as soon as reasonably possible.

    Each party hereto shall promptly notify the other party of any communication
to that party from any Governmental Entity and permit the other party to review
in advance any proposed communication to any Governmental Entity. MergeCo and
the Company shall not (and shall cause their respective affiliates and
representatives not to) agree to participate in any meeting with any
Governmental Entity in respect of any filings, investigation or other inquiry
unless it consults with the other party in advance and, to the extent permitted
by such Governmental Entity, give the other party the opportunity to attend and
participate therein. Subject to the Confidentiality Agreement, each of the
parties hereto shall coordinate and cooperate fully with the other parties
hereto in exchanging such information and providing such assistance as such
other parties may reasonably request in connection with the foregoing and in
seeking early termination of any applicable waiting periods under the HSR Act or
in connection with other Consents. Each of the Company and MergeCo agrees to
respond promptly to and comply fully with any request for additional information
or documents under the HSR Act. Subject to the Confidentiality Agreement, the
Company shall provide MergeCo, and MergeCo shall provide the Company, with
copies of all correspondence, filings or communications (or memoranda setting
forth the substance thereof) between such party or any of its representatives,
on the one hand, and any Governmental Entity or members of its staff, on the
other hand, with respect to this Agreement and the transactions contemplated
hereby.

    (c)  MergeCo shall use commercially reasonable efforts to cause the
financing necessary for satisfaction of the condition in Section 6.02(e) to be
obtained on the terms set forth in the commitment letters attached to Schedule
6.02(e); PROVIDED, HOWEVER, THAT MergeCo shall be entitled to:

        (i) enter into commitments for equity and debt financing with other
            nationally recognized financial institutions, which commitments will
            have substantially the same terms as those set forth in the
            commitment letters and which commitments may be substituted for such
            commitment letters, and

        (ii) modify the capital structure set forth in such commitment letters
             so long as:

           (A) the total committed common equity equals at least $390 million
               (including (1) the Retained Shares, (2) the portion of any
               Options which at the time of the Merger is exchanged for Common
               Shares and (3) the Investment Instrument, if any, as defined
               below),

            (B) the aggregate Cash Price paid to all stockholders of the Company
                is no less than otherwise would have been paid in accordance
                with this Agreement, and

            (C) such modified financing is no less certain than that set forth
                in such commitment letter.

    "INVESTMENT INSTRUMENT" shall mean securities, instruments or arrangements
which replace a portion of the equity commitment set forth in Schedule 6.02 by
means of (x) redeemable stock, (y) prepaid forward contracts, or (z) some other
securities, instruments or arrangements; PROVIDED, HOWEVER, THAT:

       (A) such securities, instruments or arrangements shall have an interest
           or dividend rate of no more than 10%,

        (B) such securities, instruments or arrangements shall in no event be
            entitled to a call on more than $60 million in the aggregate of the
            assets of the Company and its Subsidiaries, such amount to increase
            at a rate of 10% per annum, compounding semiannually, such total
            amount to be valued at the time such assets leave the control of the
            Company, and

                                      A-36
<PAGE>
        (C) such arrangement may include the establishment of an entity to be
            funded by (1) a cash contribution by MergeCo or any of its
            affiliates and (2) subject to the Company's existing agreements, a
            contribution by the Company of assets identified by MergeCo, in each
            case in exchange for equity interests in such entity.

    (d)  At the direction of MergeCo, the Company shall take commercially
reasonable actions to implement an Investment Instrument at the Effective Time,
the terms of which shall be established by MergeCo.

    SECTION 5.04  PUBLIC ANNOUNCEMENTS.  The Company and MergeCo:

    (a)  agree to consult promptly with each other prior to issuing any press
release or otherwise making any public statement with respect to the Merger and
the other transactions contemplated hereby,

    (b)  agree to provide to the other party for review a copy of any such press
release or statement, and

    (c)  shall not issue any such press release or make any such public
statement prior to such consultation and review, unless required by applicable
Law or any listing agreement with a securities exchange.

    SECTION 5.05  INDEMNIFICATION; DIRECTORS' AND OFFICERS' INSURANCE.

    (a)  From and after the Effective Time, MergeCo shall and shall cause the
Surviving Corporation to indemnify, defend and hold harmless the present and
former officers, directors, employees and agents of the Company and its
Subsidiaries (the "INDEMNIFIED PARTIES") against all losses, claims, damages,
expenses or liabilities arising out of or related to actions or omissions or
alleged actions or omissions occurring at or prior to the Effective Time:

        (i)  to the full extent permitted by the DGCL or,

        (ii)  if the protections afforded thereby to an Indemnified Party are
    greater, to the same extent and on the same terms and conditions (including
    with respect to advancement of expenses) provided for in the Company's
    certificate of incorporation and by-laws and agreements in effect at the
    date hereof (to the extent consistent with applicable Law), which provisions
    will survive the Merger and continue in full force and effect after the
    Effective Time.

    Without limiting the foregoing:

        (i)  MergeCo shall and shall cause the Surviving Corporation to
    periodically advance expenses (including attorney's fees) as incurred by an
    Indemnified Party with respect to the foregoing to the full extent permitted
    under applicable Law, and

        (ii)  any determination required to be made with respect to whether an
    Indemnified Party shall be entitled to indemnification shall, if requested
    by such Indemnified Party, be made by independent legal counsel selected by
    the Surviving Corporation and reasonably satisfactory to such Indemnified
    Party.

    (b)  MergeCo agrees that the Company, and, from and after the Effective
Time, the Surviving Corporation, shall cause to be maintained in effect for not
less than six years from the Effective Time the current policies of the
directors' and officers' liability insurance maintained by the Company subject
to the following:

        (i)  the Surviving Corporation may substitute therefor other policies of
    at least the same coverage amounts and which are underwritten by insurers of
    at least equal claims paying ratings and which contain terms and conditions
    not less advantageous to the beneficiaries of the current

                                      A-37
<PAGE>
    policies; PROVIDED, THAT such substitution shall not result in any gaps or
    lapses in coverage with respect to matters occurring prior to the Effective
    Time; and

        (ii)  the Surviving Corporation shall not be required to pay an annual
    premium in excess of 250% of the last annual premium paid by the Company
    prior to the date hereof and if the Surviving Corporation is unable to
    obtain the insurance required by this Section 5.05(b) it shall obtain as
    much comparable insurance as possible for an annual premium equal to such
    maximum amount; and

        (iii)  MergeCo and the Surviving Corporation shall be entitled to
    purchase and maintain tail insurance coverage for such six year period,
    which insurance coverage shall comply with the coverage amount requirement,
    and the other requirements, of Section 5.05(b)(i), and the purchase and
    maintenance of such tail insurance coverage by MergeCo or the Surviving
    Corporation, as the case may be, shall be deemed to fulfill MergeCo's and
    the Surviving Corporation's obligations under this Section 5.05(b).

    (c)  This Section 5.05 shall survive the consummation of the Merger at the
Effective Time, is intended to benefit the Company, the Surviving Corporation
and the Indemnified Parties, shall be binding on all successors and assigns of
MergeCo and the Surviving Corporation, and shall be enforceable by the
Indemnified Parties.

    SECTION 5.06  NOTIFICATION OF CERTAIN MATTERS.  MergeCo and the Company
shall promptly notify each other of:

    (a)  the occurrence or non-occurrence of any fact or event which would be
reasonably likely:

        (i)  to cause any representation or warranty contained in this Agreement
    to be untrue or inaccurate in any material respect at any time from the date
    hereof to the Effective Time, or

        (ii)  to cause any covenant, condition or agreement under this Agreement
    not to be complied with or satisfied, and

    (b)  any failure of the Company, or MergeCo, as the case may be, to comply
with or satisfy any covenant, condition or agreement to be complied with or
satisfied by it hereunder; PROVIDED, HOWEVER, THAT no such notification shall
affect the representations or warranties of any party or the conditions to the
obligations of any party hereunder. Each of the Company and MergeCo shall give
prompt notice to the other of any notice or other communication from any third
party alleging that the consent of such third party is or may be required in
connection with the transactions contemplated by this Agreement.

    SECTION 5.07  RIGHTS AGREEMENT.  Subject to the provisions of Section 3.17,
the Company covenants and agrees that it shall not (i) redeem the Rights prior
to the Effective Time, (ii) amend the Rights Agreement, or (iii) take any action
which would allow any Person (as defined in the Rights Agreement) other than
MergeCo to acquire beneficial ownership of 15% or more of the Common Shares
without causing a "Distribution Date," a "Triggering Event" or a "Stock
Acquisition Date" (as each term is defined in the Rights Agreement) to occur.
Notwithstanding the foregoing, the Company may take any of the actions described
in the preceding sentence, if the Company Board determines in good faith, after
consultation with counsel, that taking such action is necessary for the Company
Board to comply with its fiduciary duties to stockholders under applicable Law.

    SECTION 5.08  STATE TAKEOVER LAWS.  The Company shall, upon the request of
MergeCo, take all reasonable steps to assist in any challenge by MergeCo to the
validity or applicability to the transactions contemplated by this Agreement,
including the Merger, of any state takeover Law.

    SECTION 5.09  NO SOLICITATION.

    (a)  From and after the date hereof until the termination of this Agreement,
the Company and its Subsidiaries (x) shall not, (y) shall use their best efforts
to cause their respective affiliates not to, and

                                      A-38
<PAGE>
(z) shall instruct their respective officers, directors, employees, agents or
other representatives (including, without limitation, any investment banker,
attorney or accountant retained by the Company or its Subsidiaries) (the
"REPRESENTATIVES") not to:

        (i)  directly or indirectly solicit, initiate, or encourage (including
    by way of furnishing nonpublic information or assistance), or take any other
    action to facilitate, any inquiries or proposals from any person that
    constitute, or may reasonably be expected to lead to, an acquisition,
    purchase, merger, consolidation, share exchange, recapitalization, business
    combination or other similar transaction involving 15% or more of the assets
    or any securities of, any merger consolidation or business combination with,
    or any public announcement of a proposal, plan, or intention to do any of
    the foregoing by, the Company or any of its Subsidiaries (such transactions
    being referred to herein as "ACQUISITION TRANSACTIONS"),

        (ii)  enter into, maintain, or continue discussions or negotiations with
    any person in furtherance of such inquiries or to obtain a proposal for an
    Acquisition Transaction,

        (iii)  agree to or endorse any proposal for an Acquisition Transition,
    or

        (iv)  authorize or permit the Company's or any of its affiliates'
    Representatives to take any such action.

    Notwithstanding the foregoing, nothing in this Agreement shall prohibit the
Company Board from:

           (A)  furnishing information to, and engaging in discussions or
       negotiations with, any Person (an "OFFEROR") that makes an unsolicited
       and written Bona Fide Proposal (as defined below) to acquire the Company
       and/or its Subsidiaries pursuant to a merger, consolidation, share
       exchange, tender offer or other similar transaction, but only to the
       extent that independent legal counsel (who may be the Company's regularly
       engaged outside legal counsel) advises the Company Board in good faith
       that furnishing such information to, or engaging in such discussions or
       negotiations with, such Offeror is necessary for the Company Board to
       comply with its fiduciary duties to stockholders under applicable Law;
       PROVIDED, THAT prior to taking such action, the Company Board notifies
       MergeCo of its intentions and obtains an executed confidentiality
       agreement from the Offeror and such other appropriate parties
       substantially similar to the Confidentiality Agreement (other than with
       respect to the standstill provisions of the Confidentiality Agreement in
       a situation where the Offeror has commenced a tender offer to acquire at
       least 15% or more of the Common Shares prior to the date of the
       furnishing of information, and the discussions or negotiations,
       referenced above),

           (B)  failing to make or withdrawing or modifying its recommendation
       referred to in Section 5.13 if the Company Board, after consultation with
       and based upon the advice of independent legal counsel (who may be the
       Company's regularly engaged outside legal counsel), determines in good
       faith that such action is necessary for the Company Board to comply with
       its fiduciary duties to stockholders under applicable Law, and

           (C)  disclosing to the Company's shareholders a position contemplated
       by Rules 14d-9 and 14e-2 promulgated under the Exchange Act with respect
       to any tender offer, or taking any other legally required action
       (including, without limitation, the making of public disclosure as may be
       necessary or advisable under applicable securities Laws); and

PROVIDED, FURTHER, THAT the Company's or the Company Board's exercise of its
rights under clause (A), (B) or (C) above shall not constitute a breach by the
Company of this Agreement. For the purposes of this Agreement, "BONA FIDE
PROPOSAL" means a proposal which the Company Board determines in good faith, and
after receipt and consideration of advice from its legal and financial advisors,
is reasonably capable of being consummated by the Person making the proposal,
taking into account regulatory, legal, financial and other relevant matters.

                                      A-39
<PAGE>
    (b)  The Company shall promptly notify MergeCo of the receipt of any
proposal for an Acquisition Transaction, the terms and conditions of such
proposal and the identity of the person making it. The Company also shall
promptly notify MergeCo of any change to or modification of such proposal for an
Acquisition Transaction and the terms and conditions thereof.

    (c)  The Company shall immediately cease and cause its affiliates and its
and their Representatives to cease any and all existing activities, discussions
or negotiations with any parties (other than MergeCo) conducted heretofore with
respect to any of the matters set forth in Section 5.09(a)(i) to (iv) and shall
use its reasonable best efforts to cause any such parties in possession of
confidential information about the Company that was furnished by or on behalf of
the Company to return or destroy all such information in the possession of any
such party (other than MergeCo or its affiliates) or in the possession of any
Representative of any such party.

    SECTION 5.10  AFFILIATE LETTERS.  Prior to the Effective Time, the Company
shall deliver to MergeCo a letter identifying all Persons who are, at the time
this Agreement is submitted for approval to the stockholders of the Company,
"affiliates" of the Company for purposes of Rule 145 under the Securities Act of
1993, as amended (the "SECURITIES ACT"). The Company shall use its reasonable
best efforts to cause each such person to deliver to MergeCo on or prior to the
Effective Time a written agreement in a form reasonably satisfactory to MergeCo
and the Company.

    SECTION 5.11  ISRA REQUIREMENTS.  Prior to the Effective Time, the Company
shall commence compliance with the requirements of ISRA applicable to this
transaction by submitting all required filings for each property subject to ISRA
in order to obtain authorizations that will allow the transactions contemplated
by this Agreement to be effected pursuant to N.J.S.A. 13:1K-11.2 or pursuant to
N.J.S.A. 13:1K-11.5, as the case may be. If the Company is unable to obtain an
ISRA authorization for any property subject to ISRA prior to the Effective Time,
then the Company shall seek a letter of non-applicability (a "LNA") if, in the
reasonable judgment of MergeCo and the Company, there is a reasonable
probability of obtaining a LNA in order to effect the transactions contemplated
by this Agreement according to the time schedule desired by MergeCo and the
Company. If it is determined not to seek a LNA, or an application to seek a LNA
is denied, then the Company shall obtain a Remediation Agreement with respect to
such property or properties in order to allow the transactions contemplated by
this Agreement to be effected. The Company shall consult with MergeCo with
respect to its ISRA filings and strategy, including allowing MergeCo to comment
on such filings, and shall provide copies of all correspondence to and from the
DEP with respect to ISRA compliance. MergeCo shall cooperate with the Company in
connection with the ISRA applications and filings by the Company relating to
approval and allow the transactions contemplated by this Agreement to be
effected in a timely manner, including, without limitation, signing any
documents reasonably requested by the Company and providing any information
within the possession, custody or control of MergeCo.

    SECTION 5.12  REPORTS.  During the period from the date of this Agreement to
the Effective Time, the Company shall provide MergeCo with monthly financial
statements (balance sheet, cash flow statement, income statement and, if
available, notes thereto), broken out by operating unit (except as to the cash
flow statement, which shall be a consolidated statement), no later than the
fifteenth business day following the end of each calendar month following the
date of this Agreement; PROVIDED, THAT for calendar months that are also the end
of a calendar quarter, the Company may provide such financial information to
MergeCo on the same date such information is publicly released in accordance
with the past practice of the Company.

                                      A-40
<PAGE>
    SECTION 5.13  STOCKHOLDERS' MEETING.

    (a)  The Company, acting through the Company Board, shall, in accordance
with applicable Law:

        (i)  duly call, give notice of, convene and hold a special meeting of
    its stockholders (the "SPECIAL MEETING") as soon as practicable following
    the execution of this Agreement for the purpose of considering and taking
    action upon this Agreement and the Certificate Amendments;

        (ii)  prepare and file with the SEC a preliminary proxy statement
    relating to this Agreement, and use its reasonable efforts:

           (A)  to obtain and furnish the information required to be included by
       the SEC in a definitive proxy statement (the "PROXY STATEMENT") and Form
       S-4 in which the Proxy Statement will be included (collectively with the
       Proxy Statement, the "FORM S-4") and, after consultation with MergeCo, to
       respond promptly to any comments made by the SEC with respect to the
       preliminary Proxy Statement and cause the Proxy Statement to be mailed to
       its stockholders and

           (B)  to obtain the necessary approvals of the Merger, this Agreement
       and the Certificate Amendments by its stockholders; and

        (iii)  subject to the fiduciary duties of the Company Board as provided
    in Section 5.09, the Company Board shall declare that this Agreement is
    advisable and recommend that the Agreement and the transactions contemplated
    hereby be approved and adopted by the stockholders of the Company and
    include in the Form S-4 and Proxy Statement a copy of such recommendations;
    PROVIDED, HOWEVER, THAT the Company Board shall, if requested to do so in
    writing by MergeCo, submit this Agreement to the Company's stockholders
    whether or not the Company Board determines at any time subsequent to
    declaring its advisability that this Agreement is no longer advisable and
    recommends that the stockholders of the Company reject it.

    (b)  Unless the Company Board has withdrawn its recommendation of this
Agreement in compliance with Section 5.09, the Company shall use its reasonable
best efforts to solicit from stockholders of the Company proxies in favor of the
Merger and shall use its reasonable best efforts to take all other action
necessary or advisable to secure the vote or consent of stockholders required by
the DGCL to effect the Merger.

    (c)  The Company represents that the Form S-4 will comply in all material
respects with the provisions of applicable federal securities Laws except that
no representation is made by the Company with respect to information supplied by
MergeCo or its affiliates for inclusion in the Form S-4. Each of the Company, on
the one hand, and MergeCo, on the other hand, agree promptly to correct any
information provided by either of them for use in the Form S-4 if and to the
extent that it shall have become false or misleading, and the Company further
agrees to take all steps necessary to cause the Form S-4 as so corrected to be
filed with the SEC and to be disseminated to the holders of Shares, in each
case, as and to the extent required by applicable federal securities Laws.

    SECTION 5.14  EMPLOYEE BENEFIT ARRANGEMENTS.

    (a)  MergeCo agrees that the Company shall honor, and, from and after the
Effective Time, MergeCo shall cause the Surviving Corporation to honor, in
accordance with their respective terms as in effect on the date hereof, the
employment, severance and bonus arrangements to which the Company is a party and
which have been previously disclosed in writing to MergeCo or its affiliates.

    (b)  MergeCo agrees that for a period of two years following the Effective
Time, the Surviving Corporation shall continue the (i) compensation (including
bonus and incentive awards) programs and plans, and (ii) employee benefit and
welfare plans, programs, contracts, agreements and policies (including insurance
and pension plans), fringe benefits and vacation policies, which are currently

                                      A-41
<PAGE>
provided by the Company; PROVIDED, THAT notwithstanding anything in this
Agreement to the contrary the Surviving Corporation shall not be required to
maintain any individual plan or program so long as the benefit plan and
agreements maintained by the Surviving Corporation are, in the aggregate, not
materially less favorable than those provided by the Company immediately prior
to the date of this Agreement, and; PROVIDED, FURTHER, THAT this provision shall
terminate with respect to the participation in any plans or programs by
employees of any business transferred to any third party after the Effective
Time.

                                   ARTICLE VI

                    CONDITIONS TO CONSUMMATION OF THE MERGER

    SECTION 6.01  CONDITIONS.  The respective obligations of MergeCo and the
Company to consummate the Merger are subject to the satisfaction, at or before
the Effective Time, of each of the following conditions:

    (a)  STOCKHOLDER APPROVAL.  The stockholders of the Company shall have duly
approved this Agreement and transactions contemplated by this Agreement.

    (b)  FORM S-4.  The Form S-4 shall have become effective under the
Securities Act and shall not be the subject of any stop order or proceedings
seeking a stop order, and any material "blue sky" and other state securities
Laws applicable to the registration and qualification of Common Shares to be
retained in the Merger shall have been complied with.

    (c)  SOLVENCY LETTERS.  Each of the Company Board and the Board of Directors
of MergeCo shall have received a solvency letter, in form and substance and from
an independent evaluation firm reasonably satisfactory to each such board, as to
the solvency of the Company and its Subsidiaries on a consolidated basis after
giving effect to the transactions contemplated by this Agreement, including all
financings contemplated hereby.

    (d)  ORDERS AND INJUNCTIONS.  No order shall have been entered in any action
or proceeding before any United States federal or state court or governmental
agency or other United States regulatory or administrative agency or commission
(an "ORDER"), or a preliminary or permanent injunction by a United States court
of competent jurisdiction shall have been issued and remain in effect (an
"INJUNCTION"), which, in either case, would have the effect of (i) preventing
consummation of the Merger, or (ii) imposing material limitations on the ability
of MergeCo effectively to acquire or hold the business of the Company and its
Subsidiaries taken as a whole or to exercise full rights of ownership of the
Common Shares acquired by it; PROVIDED, HOWEVER, THAT in order to invoke this
condition, MergeCo shall have used in its good faith judgment, its commercially
reasonable best efforts to prevent such Order or Injunction or ameliorate the
effects thereof.

    (e)  ILLEGALITY.  There shall not have been any United States federal or
state statute, rule or regulation enacted or promulgated after the date of this
Agreement that could, in the reasonable judgment of MergeCo, result in any of
the adverse consequences referred to in Section 6.01(d).

    (f)  HSR ACT.  Any waiting period (and any extension thereof) under the HSR
Act applicable to the Merger shall have expired or terminated.

    SECTION 6.02  CONDITIONS TO OBLIGATIONS OF MERGECO.  The obligations of
MergeCo to effect the Merger are further subject to the following conditions:

    (a)  REPRESENTATIONS AND WARRANTIES.  The representations and warranties of
the Company set forth in this Agreement shall be true and correct in all
respects in each case as of the date of this Agreement and as of the Effective
Time as though made on and as of the Effective Time; PROVIDED, HOWEVER, THAT,
with respect to representations and warranties other than Sections 3.02 and
3.03(a) and representations and warranties otherwise qualified by Material
Adverse Effect, for purposes of this

                                      A-42
<PAGE>
Section 6.02(a), such representations and warranties and statements shall be
deemed to be true and correct in all respects unless the failure or failures of
such representations and warranties and statements to be so true and correct,
individually or in the aggregate, would result in a Material Adverse Effect on
the Company. MergeCo shall have received a certificate signed on behalf of the
Company by its Executive Vice President--Office of the Chairman, or such other
executive officer of the Company reasonably satisfactory to MergeCo to the
effect set forth in this paragraph.

    (b)  PERFORMANCE OF OBLIGATIONS OF THE COMPANY.  The Company shall have
performed the obligations required to be performed by it under this Agreement at
or prior to the Effective Time, except for such failures to perform as have not
had or would not, individually or in the aggregate, have a Material Adverse
Effect with respect to the Company or materially adversely affect the ability of
the Company to consummate the transactions contemplated hereby.

    (c)  [Intentionally omitted]

    (d)  NO LITIGATION.  There shall not be pending by any Governmental Entity
any suit, action or proceeding (or by any other person any suit, action or
proceeding which has a reasonable likelihood of success):

        (i)  challenging or seeking to restrain or prohibit the consummation of
    the Merger or any of the other transactions contemplated by this Agreement
    or seeking to obtain from MergeCo, the Company or any of their affiliates
    any damages that would have a Material Adverse Effect on the Company,

        (ii)  seeking to prohibit or limit the ownership or operation by the
    Company or any of its Subsidiaries of any material portion of the business
    or assets of the Company or any of its Subsidiaries, taken as a whole, to
    dispose of or hold separate any material portion of the business or assets
    of the Company or any of its Subsidiaries taken as a whole, as a result of
    the Merger or any of the other transactions contemplated by this Agreement,
    or

        (iii)  seeking to impose limitations on the ability of MergeCo (or any
    designee of MergeCo), to acquire or hold, or exercise full rights of
    ownership of, any Common Shares, including, without limitation, the right to
    vote Common Shares on all matters properly presented to the stockholders of
    the Company.

    (e)  FINANCING.  The Company, its Subsidiaries and MergeCo shall have
received the proceeds of financing pursuant to the commitment letters set forth
on Schedule 6.02(e) on terms and conditions set forth therein (or, as modified
in accordance with Section 5.03(c), on such other terms and conditions, or
involving such other financing sources, as MergeCo and the Company shall
reasonably agree and are not materially more onerous) in amounts sufficient to
consummate the transactions contemplated by this Agreement, including, without
limitation:

        (i)  to pay, with respect to all Shares in the Merger, the cash portion
    of the Merger Consideration pursuant to Section 2.01(c) and Section 2.02,

        (ii)  to refinance the outstanding indebtedness of the Company (other
    than that indebtedness which the commitment letters set forth in Schedule
    6.02(e) contemplate will remain outstanding),

        (iii)  to pay any fees and expenses in connection with the transactions
    contemplated by this Agreement or the financing thereof, and

        (iv)  to provide for the working capital needs of the Company following
    the Merger.

    (f)  TOTAL FUNDED INDEBTEDNESS.  MergeCo shall be reasonably satisfied that
the total funded indebtedness of the Company on a consolidated basis immediately
prior to the Effective Time (including the current portion of indebtedness but
net of (i) cash, (ii) cash equivalents and

                                      A-43
<PAGE>
(iii) indebtedness in respect of the QUIPS) is less than an amount equal to $970
million plus indebtedness incurred in consummating the acquisitions permitted by
Section 5.01(i).

    SECTION 6.03  CONDITIONS TO OBLIGATION OF THE COMPANY.  The obligation of
the Company to effect the Merger is further subject to the following conditions:

    (a)  REPRESENTATIONS AND WARRANTIES.  The representations and warranties of
MergeCo set forth in this Agreement shall be true and correct in all respects,
in each case as of the date of this Agreement and as of the Effective Time as
though made on and as of the Effective Time; PROVIDED, THAT for purposes of this
Section 6.03(a), with respect to representations and warranties other than
Section 3.02(a) and the representations and warranties otherwise qualified by
Material Adverse Effect, such representations and warranties shall be deemed to
be true and correct in all respects unless the failure or failures of such
representations and warranties to be so true and correct, individually or in the
aggregate, would result in a Material Adverse Effect on MergeCo. The Company
shall have received certificates signed on behalf of MergeCo, by an authorized
officer of MergeCo, to the effect set forth in this paragraph.

    (b)  PERFORMANCE OF OBLIGATIONS OF MERGECO.  MergeCo shall have performed
the obligations required to be performed by it under this Agreement at or prior
to the Effective Time, except for such failures to perform as have not had or
could not reasonably be expected, either individually or in the aggregate, to
have a Material Adverse Effect on MergeCo or adversely affect the ability of
MergeCo to consummate the transactions herein contemplated or perform its
obligations hereunder.

                                  ARTICLE VII

                        TERMINATION; AMENDMENTS; WAIVER

    SECTION 7.01  TERMINATION.  This Agreement may be terminated and the Merger
contemplated hereby may be abandoned at any time prior to the Effective Time,
notwithstanding approval thereof by the stockholders of the Company:

    (a)  by the mutual written consent of MergeCo and the Company, by action of
their respective Boards of Directors;

    (b)  by MergeCo or the Company if the Merger shall not have been consummated
on or before the Termination Date (as defined below) and; PROVIDED, THAT neither
MergeCo nor the Company may terminate this Agreement pursuant to this Section
7.01(b) if such party shall have materially breached this Agreement;

    (c)  by MergeCo or the Company if any court of competent jurisdiction in the
United States or other United States Governmental Entity has issued an order,
decree or ruling or taken any other action restraining, enjoining or otherwise
prohibiting the Merger and such order, decree, ruling or other action shall have
become final and nonappealable; PROVIDED, HOWEVER, THAT the party seeking to
terminate this Agreement shall have used its reasonable best efforts to remove
or lift such order, decree, ruling or other action;

    (d)  by the Company if, prior to the Effective Time, any Person has made a
Bona Fide Proposal relating to an Acquisition Transaction, or has commenced a
tender or exchange offer for the Common Shares, and the Company Board determines
in good faith (i) after consultation with its financial advisors, that such
transaction constitutes a superior offer from a financial point of view to the
offer constituted by this Agreement and (ii) after consultation with counsel,
that the approval of such Bona Fide Proposal and termination of this Agreement
is necessary for the Company Board to comply with its fiduciary duties to the
Company's stockholders under applicable Law; PROVIDED, HOWEVER, THAT
notwithstanding anything in this Agreement to the contrary, the termination of
this Agreement by the

                                      A-44
<PAGE>
Company in compliance with this Section 7.01(d) shall not be deemed to violate
any other obligations of the Company under this Agreement;

    (e)  by MergeCo if (i) the Company breaches its covenant in Section 5.07, or
(ii) takes an action pursuant to the second sentence of Section 5.07;

    (f)  by MergeCo, if the Company Board shall have (i) failed to recommend to
the stockholders of the Company that they give the Company Stockholder Approval,
(ii) withdrawn or modified in a manner adverse to MergeCo its approval or
recommendation of this Agreement or the Merger, (iii) shall have approved or
recommended an Acquisition Transaction (other than the Acquisition Transaction
contemplated by this Agreement), (iv) shall have resolved to effect any of the
foregoing or (v) shall have otherwise taken steps to impede the Company
Stockholder Approval;

    (g)  by either MergeCo or the Company, if the Company Stockholder Approval
shall not have been obtained by reason of the failure to obtain the required
vote upon a vote held at a duly held meeting of stockholders or at any
adjournment thereof;

    (h)  by MergeCo, upon a material breach of any covenant or agreement on the
part of the Company set forth in this Agreement, or if any representation or
warranty of the Company hereunder shall become untrue or inaccurate, in any case
such that the conditions set forth in Section 6.02(a) or Section 6.02(b) would
not be satisfied (a "TERMINATING COMPANY BREACH"); PROVIDED, THAT if such
Terminating Company Breach is curable by the Company through the exercise of its
reasonable efforts, and the Company continues to exercise such reasonable
efforts, MergeCo may not terminate this Agreement under this Section 7.01(h) if
such Terminating Company Breach has been cured prior to the Termination Date; or

    (i)  by the Company, upon material breach of any covenant or agreement on
the part of MergeCo set forth in this Agreement, or if any representation or
warranty of MergeCo shall be or become untrue or inaccurate, in any case such
that the conditions set forth in Section 6.03(a) or Section 6.03(b) would not be
satisfied (a "TERMINATING MERGECO BREACH"); PROVIDED, THAT if such Terminating
MergeCo Breach is curable by MergeCo through the exercise of its reasonable
efforts, the Company may not terminate this Agreement under this Section 7.01(i)
if such Terminating MergeCo Breach has been cured prior to the Termination Date.

    "TERMINATION DATE" shall mean the later of (i) October 31, 1999 and (ii) the
date determined by adding to October 31, 1999 the number of days after September
1, 1999 that the Proxy Statement is first mailed to stockholders; PROVIDED,
HOWEVER, THAT the Termination Date shall not be later than December 31, 1999.

    SECTION 7.02  EFFECT OF TERMINATION.  In the event of the termination of
this Agreement pursuant to Section 7.01, this Agreement shall forthwith become
void and have no effect, without any liability on the part of any party or its
directors, officers or stockholders, other than the provisions of the last
sentence of Section 5.02 and the provisions of this Section 7.02 and Section
7.03, which shall survive any such termination. Nothing contained in this
Section 7.02 shall relieve any party from liability for any breach of this
Agreement.

    SECTION 7.03  FEES AND EXPENSES.

    (a)  If this Agreement is terminated for any reason other than a material
breach by MergeCo, and the Company has not paid previously to MergeCo the
Termination Fee in accordance with Section 7.03(b), the Company shall promptly
reimburse THL, Evercore and MergeCo, as the case may be, collectively, an
aggregate amount of up to $10 million, for out-of-pocket expenses and fees
(including, without limitation, expenses payable to all banks, investment
banking firms and other financial institutions, (which shall include, without
limitation, fees and expenses of such banks', firms' and institutions' legal
counsel), and all fees and expenses of counsel, accountants, financial printers,

                                      A-45
<PAGE>
experts and consultants to THL, Evercore and their affiliates), whether incurred
prior to, on or after the date hereof, in connection with the Merger and the
consummation of all transactions contemplated by this Agreement, and the
financing thereof; PROVIDED, THAT the Company shall be entitled to pay MergeCo
the total amount of such out-of-pocket expenses and fees and MergeCo shall be
obligated to forward to THL and Evercore the portion of such amount for
out-of-pocket expenses and fees owing to THL and Evercore in the circumstances.
Except as otherwise specifically provided for herein, whether or not the Merger
is consummated, all costs and expenses incurred in connection with this
Agreement and the transactions contemplated by this Agreement shall be paid by
the party incurring such expenses.

    (b)  If:

        (i)  this Agreement is terminated pursuant to Section 7.01(d), (e)(i) or
    (f), or

        (ii)  any Person (other than THL, Evercore or any of their affiliates)
              shall have made, or proposed, communicated or disclosed in a
              manner which is or otherwise becomes public a proposal for an
              Acquisition Transaction prior to the Special Meeting, the
              Stockholder Approval has not been obtained and, thereafter, this
              Agreement is terminated,

then the Company shall promptly pay MergeCo a termination fee of $30 million
(the "TERMINATION FEE"), less amounts paid under Section 7.03(a); PROVIDED, THAT
in no event shall more than one Termination Fee be payable by the Company under
this Section 7.03, and; PROVIDED, FURTHER, THAT MergeCo shall be obligated to
forward to THL and Evercore that share of such Termination Fee owing to THL and
Evercore in the circumstances.

    SECTION 7.04  AMENDMENT.  This Agreement may be amended by the Company and
MergeCo at any time before or after any approval of this Agreement by the
stockholders of the Company but, after any such approval, no amendment shall be
made which decreases the Merger Consideration or which adversely affects the
rights of the Company's stockholders hereunder without the approval of such
stockholders. This Agreement may not be amended except by an instrument in
writing signed on behalf of all the parties.

    SECTION 7.05  EXTENSION; WAIVER.  At any time prior to the Effective Time,
MergeCo, on the one hand, and the Company, on the other hand, may, subject to
applicable Law, (i) extend the time for the performance of any of the
obligations or other acts of the other, (ii) waive any inaccuracies in the
representations and warranties contained herein of the other or in any document,
certificate or writing delivered pursuant hereto by the other or (iii) waive
compliance by the other with any of the agreements or conditions. Any agreement
on the part of any party to any such extension or waiver shall be valid only if
set forth in an instrument in writing signed on behalf of such party.

                                  ARTICLE VIII

                                 MISCELLANEOUS

    SECTION 8.01  NON-SURVIVAL OF REPRESENTATIONS AND WARRANTIES.  The
representations and warranties made in this Agreement shall not survive beyond
the Effective Time. Notwithstanding the foregoing, the agreements set forth in
Article II, the last sentence of Section 5.02, Section 5.05 and Section 5.14
shall survive the Effective Time indefinitely (except to the extent a shorter
period of time is explicitly specified therein).

    SECTION 8.02  ENTIRE AGREEMENT; ASSIGNMENT.

    (a)  This Agreement (including the documents and the instruments referred to
herein) and the Confidentiality Agreement constitute the entire agreement and
supersede all prior agreements and understandings, both written and oral, among
the parties with respect to the subject matter hereof and thereof.

                                      A-46
<PAGE>
    (b)  Neither this Agreement nor any of the rights, interests or obligations
hereunder may be assigned by any of the parties hereto (whether by operation of
Law or otherwise) without the prior written consent of the other party (except
that MergeCo may assign its rights, interest and obligations to any affiliate or
direct or indirect subsidiary of MergeCo without the consent of the Company;
PROVIDED, THAT such assignee is an affiliate of THL and no such assignment shall
relieve MergeCo of any liability for any breach by such assignee). Subject to
the preceding sentence, this Agreement shall be binding upon, inure to the
benefit of and be enforceable by the parties and their respective successors and
assigns.

    SECTION 8.03  VALIDITY.  The invalidity or unenforceability of any provision
of this Agreement shall not affect the validity or enforceability of any other
provision of this Agreement, each of which shall remain in full force and
effect.

    SECTION 8.04  NOTICES.  All notices, requests, claims, demands and other
communications hereunder shall be in writing and shall be deemed to have been
duly given when delivered in person, by overnight courier or facsimile to the
respective parties as follows:

                                  If to MergeCo:
                                  c/o Thomas H. Lee Company
                                  75 State Street, Ste. 2600
                                  Boston, Massachusetts 02109
                                  Attention: Anthony J. DiNovi
                                           Scott M. Sperling
                                  Facsimile: (617) 227-3514

                                  with a copy to:
                                  Skadden, Arps, Slate, Meagher & Flom LLP
                                  919 Third Avenue
                                  New York, New York 10022
                                  Attention: Eric L. Cochran, Esq.
                                  Facsimile: (212) 735-2000

                                  with a copy to:
                                  Evercore Capital Partners LP.
                                  65 East 55(th) Street, 33(rd) Floor
                                  New York, New York 10022
                                  Attention: Austin M. Beutner
                                  Facsimile: (212) 857-3122

                                  If to the Company:
                                  Big Flower Holdings, Inc.
                                  3 East 54(th) Street
                                  New York, New York 10022
                                  Attention: Mark A. Angelson
                                  Facsimile: (212) 521-1640

                                      A-47
<PAGE>
                                  with a copy to:
                                  Sullivan & Cromwell
                                  125 Broad Street
                                  New York, New York 10004
                                  Attention: Joseph B. Frumkin, Esq.
                                  Facsimile: (212) 558-3588

or to such other address as the person to whom notice is given may have
previously furnished to the other in writing in the manner set forth above;
PROVIDED, THAT notice of any change of address shall be effective only upon
receipt thereof.

    SECTION 8.05  GOVERNING LAW.  This Agreement shall be governed by and
construed in accordance with the Laws of the State of Delaware, without
reference to principles of conflicts or choice of Laws, or any other Law that
would make the Laws of any jurisdiction other than the State of Delaware
applicable hereto.

    SECTION 8.06  DESCRIPTIVE HEADINGS.  The descriptive headings herein are
inserted for convenience of reference only and are not intended to be part of or
to affect the meaning or interpretation of this Agreement.

    SECTION 8.07  COUNTERPARTS.  This Agreement may be executed in one or more
counterparts, each of which shall be deemed to be an original, but all of which
shall constitute one and the same agreement.

    SECTION 8.08  PARTIES IN INTEREST.  Except with respect to Sections 2.01,
2.02, 2.03, 2.04, 5.05 and 5.14 (which are intended to be for the benefit of the
persons identified therein, and may be enforced by such persons), this Agreement
shall be binding upon and inure solely to the benefit of each party hereto, and
nothing in this Agreement, express or implied, is intended to confer upon any
other person any rights or remedies of any nature whatsoever under or by reason
of this Agreement.

    SECTION 8.09  CERTAIN DEFINITIONS.  As used in this Agreement:

    (a)  the term "AFFILIATE", as applied to any person, shall mean any other
person directly or indirectly controlling, controlled by, or under common
control with, that person. For the purposes of this Agreement, "CONTROL"
(including, with correlative meanings, the terms "CONTROLLING," "CONTROLLED BY"
and "UNDER COMMON CONTROL WITH"), as applied to any person, means the
possession, directly or indirectly, of the power to direct or cause the
direction of the management and policies of that person, whether through the
ownership of voting securities, by contract or otherwise;

    (b)  the term "LAWS" means all (A) constitutions, treaties, statutes, Laws
(including, but not limited to, the common Law), rules, regulations, ordinances,
executive orders or codes of any Governmental Entity, (B) Environmental Permits,
and (C) orders, decisions, injunctions, judgments, awards and decrees of any
Governmental Entity;

    (c)  the term "PERSON" or "PERSONS" shall include individuals, corporations,
partnerships, trusts, other entities and groups (which term shall include a
"group" as such term is defined in Section 13(d)(3) of the Exchange Act); and

    (d)  the term "SUBSIDIARY" or "SUBSIDIARIES" means, with respect to MergeCo,
the Company or any other person, any corporation, partnership, joint venture or
other legal entity of which MergeCo, the Company or such other person, as the
case may be (either alone or through or together with any other subsidiary),
owns, directly or indirectly, stock or other equity interests the holders of
which are generally entitled to more than 50% of the vote for the election of
the board of directors or other

                                      A-48
<PAGE>
governing body of such corporation or other legal entity or otherwise controls
such corporation or other legal entity.

    SECTION 8.10  SPECIFIC PERFORMANCE.  The parties hereto agree that
irreparable damage would occur in the event that any of the provisions of this
Agreement were not performed in accordance with their specific terms or were
otherwise breached. It is accordingly agreed that the parties shall be entitled
to an injunction or injunctions to prevent breaches of this Agreement and to
enforce specifically the terms and provisions hereof in any court of the United
States or any state having jurisdiction, this being in addition to any other
remedy to which they are entitled at Law or in equity.

    IN WITNESS WHEREOF, each of the parties has caused this Agreement to be
executed on its behalf by its respective officer thereunto duly authorized, all
as of the day and year first above written.

                                          BIG FLOWER HOLDINGS, INC.
                                          By: /s/ MARK A. ANGELSON
                                          --------------------------------------
                                             Name: Mark A. Angelson
                                             Title: Executive Vice President

                                          BFH MERGER CORP.
                                          By: /s/ ANTHONY J. DINOVI
                                          --------------------------------------
                                             Name: Anthony J. DiNovi
                                             Title: Chairman of the Board

                                      A-49
<PAGE>
                                                                SCHEDULE 1.04(A)

       AMENDMENTS TO RESTATED CERTIFICATE OF INCORPORATION OF THE COMPANY

    Paragraph FIFTH of the Restated Certificate of Incorporation of the Company
shall be amended to read in its entirety as follows:

        FIFTH: The following provisions are inserted for the management of
    business and the conduct of the affairs of the Corporation, and for further
    definition, limitation and regulation of the powers of the Corporation, and
    of its directors and stockholders:

        (1) The business and affairs of the Corporation shall be managed by or
    under the direction of the Board of Directors. The Board of Directors shall
    consists of not less than three nor more than 12 members, the exact number
    of which shall be fixed from time to time by the Board of Directors.

        (2) In furtherance and not in limitation of the powers conferred by
    statute, the Board of Directors is expressly authorized to make, adopt,
    alter, amend, change or repeal the Bylaws of the Corporation. Stockholders
    may make, adopt, alter, amend, change or repeal the Bylaws of the
    Corporation upon the affirmative vote of the holders of a majority of the
    outstanding shares of Common Stock.

        (3) No director shall be personally liable to the Corporation or any of
    its stockholders for monetary damages for breach of fiduciary duty as a
    director, except for liability (i) for any breach of the director's duty of
    loyalty to the Corporation or its stockholders, (ii) for acts or omissions
    not in good faith or which involve intentional misconduct or a knowing
    violation of law, (iii) pursuant to Section 174 of the GCL or (iv) for any
    transaction from which the director derived an improper personal benefit.
    Any repeal or modification of this Article FIFTH by the stockholders of the
    Corporation shall not adversely affect any right or protection of a director
    of the Corporation existing at the time of such repeal or modification with
    respect to acts or omissions occurring prior to such repeal or modification.

        (4) In addition to the powers and authority hereinbefore or by statute
    expressly conferred upon them, the directors are hereby empowered to
    exercise all such powers and do all such acts and things as may be exercised
    or done by the Corporation, subject, nevertheless, to the provisions of the
    GCL, this Certificate of Incorporation, and any Bylaws adopted by the
    stockholders; provided, however, that no Bylaws hereafter adopted by the
    stockholders shall invalidate any prior act of the directors which would
    have been valid if such Bylaws had not been adopted.

                                      A-50
<PAGE>
                                                                SCHEDULE 1.04(B)

          AMENDMENTS TO THE AMENDED AND RESTATED BYLAWS OF THE COMPANY

    A. SECTIONS 1, 2 AND 3 OF ARTICLE III.  Sections 1, 2 and 3 of Article III
of the Amended and Restated By-Laws of the Company (the "By-Laws") shall be
amended to read in their entirety as follows:

        SECTION 1. NUMBER OF DIRECTORS.  The Board of Directors shall consist of
    not less than three nor more than 12 members, the exact number of which
    shall be fixed from time to time by the Board of Directors.

        SECTION 2. ELECTION OF DIRECTORS.  Except as provided in Section 3 of
    this Article III, directors shall be elected by a plurality of the votes
    cast at the Annual Meetings of Stockholders and each director so elected
    shall hold office until the next Annual Meeting of Stockholders and until
    such director's successor is duly elected and qualified, or until such
    director's earlier death, resignation or removal. Any director may resign at
    any time upon written notice to the Corporation. Directors need not be
    stockholders.

        SECTION 3. VACANCIES.  Unless otherwise required by law or the
    Certificate of Incorporation, vacancies arising through death, resignation,
    removal, an increase in the number of directors or otherwise may be filled
    by a majority of the directors then in office, though less than a quorum, by
    a sole remaining director or by the affirmative vote of holders of a
    majority in interest of the outstanding shares of common stock of the
    Company (the "Common Stock"), and the directors so chosen shall hold office
    until the next annual election and until their successors are duly elected
    and qualified, or until their earlier death, resignation or removal.

    B. ARTICLE IX, SECTION 1.   Article IX, Section 1 of the By-Laws shall be
amended by deleting the phrase "eighty-five percent (85%)" and inserting in its
place and stead the phrase "a majority."

    C. ARTICLE II.  Article II of the By-Laws will be amended by adding a new
Section 9 to read in its entirety as follows:

        SECTION 9. CONSENT OF STOCKHOLDERS IN LIEU OF MEETING.  Unless otherwise
    provided in the Certificate of Incorporation, any action required or
    permitted to be taken at any Annual or Special Meeting of Stockholders of
    the Corporation, may be taken without a meeting, without prior notice and
    without a vote, if a consent or consents in writing, setting forth the
    action so taken, shall be signed by the holders of outstanding stock having
    not less than the minimum number of votes that would be necessary to
    authorize or take such action at a meeting at which all shares entitled to
    vote thereon were present and voted and shall be delivered to the
    Corporation by delivery to its registered office in the State of Delaware,
    its principal place of business, or an officer or agent of the Corporation
    having custody of the book in which proceedings of meetings of stockholders
    are recorded. Delivery made to the Corporation's registered office shall be
    by hand or by certified or registered mail, return receipt requested. Every
    written consent shall bear the date of signature of each stockholder who
    signs the consent and no written consent shall be effective to take the
    corporate action referred to therein unless, within sixty days of the
    earliest dated consent delivered in the manner required by this Section 9 to
    the Corporation, written consents signed by a sufficient number of holders
    to take action are delivered to the Corporation by delivery to its
    registered office in the state of Delaware, its principal place of business,
    or an officer or agent of the Corporation having custody of the book in
    which proceedings of meetings of stockholders are recorded. Prompt notice of
    the taking of the corporate action without a meeting by less than unanimous
    written consent shall be given to those stockholders who have not consented
    in writing and who, if the action had been taken at a meeting, would have
    been entitled to notice of the meeting if the record date for such meeting
    had been the date that written consents signed by a sufficient number of
    holders to take the action were delivered to the Corporation as provided
    above in this section.

                                      A-51
<PAGE>
                                                       SCHEDULE 2.01(C)(I)(B)(1)

                TERMS OF 10% CUMULATIVE EXCHANGEABLE REDEEMABLE
                 PAID-IN-KIND PREFERRED STOCK ("PIK PREFERRED")

<TABLE>
<S>                            <C>
ISSUER:                        Big Flower Holdings, Inc. (the "COMPANY")

AMOUNT:                        $123,044,766, subject to adjustment in accordance with
                               Section 2.03 of the Merger Agreement between the Company and
                               BFH Merger Corp.

NUMBER OF SHARES:              4,921,791, subject to adjustment in accordance with Section
                               2.03 of the Agreement

ISSUANCE DATE:                 Date of Effective Time

ISSUE PRICE PER SHARE:         $25 per share of PIK Preferred.

LIQUIDATION PREFERENCE PER
SHARE:                         $25 per share of PIK Preferred.

RANKING:                       Senior to common stock.(1)

DIVIDENDS:                     Cumulative, accruing and compounded from the effective date
                               of the Merger at an annual rate of 10% (or $2.50 per share
                               of PIK Preferred), calculated semi-annually. The Company
                               will determine the timing of the actual declaration and
                               payment of such dividends and will have the option to pay
                               the PIK Preferred dividends in additional shares of PIK
                               Preferred at a rate of one share per $25 of such semi-annual
                               dividend not paid in cash.

                               No dividends can be declared or paid on the common stock or
                               any other junior securities while accrued dividends on the
                               PIK Preferred are unpaid.(2)

MANDATORY REDEMPTION DATE:     All of the outstanding PIK Preferred will be redeemed by the
                               Company on December 15, 2012 at the Liquidation Preference
                               plus accrued and unpaid dividends.

OPTIONAL REDEMPTION:           Subject to Equity Clawback described below, non-callable for
                               five years; callable at option of Company in year 6 at
                               102.50% of Liquidation Preference plus accrued and unpaid
                               dividends; callable in year 7 at 101.25% of Liquidation
                               Preference plus accrued and unpaid dividends; callable in
                               year 8 and thereafter at 100% of Liquidation Preference plus
                               accrued and unpaid dividends.

CHANGE OF CONTROL:             In the event of a "Change of Control", (i) the holders can
                               put the PIK Preferred and (ii) the Company can call the PIK
                               Preferred, in
</TABLE>

- --------------
(1)   To the extent an Investment Instrument is implemented pursuant to Section
    5.03(c), such instrument will be secured by, and will have priority over,
    the relevant investment assets and proceeds from the sale of such assets
    subject to a maximum of $60 million plus accrued interest or dividends.

(2)   The Investment Instrument will not be subject to this restriction; any
    disposition by the Company of up to $60 million of the proceeds from the
    sale of Investment assets which are the security for the Investment
    Instrument (plus an amount for any interest or dividends on such Investment
    Instrument) will not constitute a dividend for the purpose of this
    restriction.

                                      A-52
<PAGE>
<TABLE>
<S>                            <C>
                               each case at 101% of the Liquidation Preference plus accrued
                               and unpaid dividends.

                               A "Change of Control" will be deemed to have occurred if (i)
                               the initial investor group (comprising MergeCo, THL,
                               Evercore, Theodore Ammon) owns less than 25% of the fully
                               diluted common equity, and (ii) a new investor group owns
                               more than 50% of the fully diluted common equity.

                               The percentage of PIK Preferred redeemed pursuant to a
                               Change of Control can be 1-49% or 100% of the then
                               outstanding PIK Preferred and will be done on a pro rata
                               basis if applicable.

EXCHANGEABLE:                  Exchangeable at Company's option at any time into equivalent
                               face amount of junior subordinated debentures having
                               substantially similar terms.

EQUITY CLAWBACK:               Upon the occurrence of an IPO, the Company will have the
                               right to redeem up to 100% of the then outstanding PIK
                               Preferred out of the proceeds of the IPO at 102.5% of
                               Liquidation Preference plus accrued and unpaid dividends.

                               The percentage of PIK Preferred redeemed may be 1-49% or
                               100% and will be done on a pro rata basis if applicable.

CONVERSION:                    The PIK Preferred will have no conversion rights.

VOTING RIGHTS:                 1. To elect two directors upon the occurrence of any one or
                               more of the following: (i) the default of three semi-annual
                               dividends, (ii) default under any bonds existing as of the
                               Effective Time or any replacements for such bonds, (iii)
                               bankruptcy, and (iv) failure to redeem the PIK Preferred as
                               required by its terms (collectively, the "TRIGGERING
                               EVENTS").

                               If any of the above Triggering Events occur, holders of the
                               PIK Preferred will have the right to elect two directors to
                               the board of the Company. Such election shall occur at the
                               later of (i) 90 days after one of the Triggering Events has
                               occurred, or (ii) the expiration of the cure period in the
                               applicable bond indenture. In the event that the PIK
                               Preferred investors have elected board members and the
                               Triggering Event is remedied, the board members which were
                               elected by the PIK Preferred investors shall be removed from
                               the board.

                               2. To approve any charter or by-laws amendment that would
                               adversely affect the terms of the PIK Preferred, including
                               any such amendment effected pursuant to a merger or similar
                               transaction.

                               A vote will not be required for the Company to increase the
                               authorized amount of PIK Preferred or to issue securities
                               which are senior to, or PARI PASSU with, or junior to, the
                               PIK Preferred.

REGISTRATION/LISTING:          The PIK Preferred will be registered under the Securities
                               Act of 1933.
</TABLE>

                                      A-53
<PAGE>
                                                       SCHEDULE 2.01(C)(I)(B)(2)

TERMS OF COMMON STOCK WARRANTS

<TABLE>
<CAPTION>
<S>                            <C>
WARRANTS:                      Warrants to purchase 5% of a number where the numerator is
                               equal to the Total Post-Merger Common Shares (as defined in
                               the Agreement) and the denominator is 0.95.

WARRANT EXERCISE PRICE:        $0.01

EXERCISABILITY:                Upon IPO or sale of the Company or any other event that
                               results in a public market in the common stock (a "LIQUIDITY
                               EVENT").

WARRANT DETACHABILITY:         The earlier of 180 days, a Liquidity Event or a "Change of
                               Control" as set forth in Schedule 2.01(c)(i)(B)(1).

REGISTRATION:                  The warrants will be registered under the Securities Act of
                               1933.

WARRANT PIGGYBACK
REGISTRATION RIGHTS:           None

WARRANT EXPIRATION:            December 15, 2012

ANTI-DILUTION:                 Standard anti-dilution provisions.

FRACTIONAL INTERESTS:          To be cashed-out upon exercise.
</TABLE>

                                      A-54
<PAGE>
                                                                      APPENDIX B

                            [LOGO]

June 29, 1999

Special Committee of the Board of Directors
Big Flower Holdings, Inc.
3 East 54th Street
New York, NY 10022

Ladies and Gentlemen:

You have requested our opinion as to the fairness from a financial point of view
to the holders, other than Theodore Ammon and certain other members of the
management of Big Flower Holdings, Inc. (the "Company") set forth on Schedule
2.01(c)(ii) of the Agreement (as defined below) (the "Management Investors"), of
the outstanding shares of Common Stock, par value $0.01 per share (the
"Shares"), of the Company of the Exchanged Share Merger Consideration (as
defined below) to be received by such holders pursuant to the Agreement and Plan
of Merger, dated as of June 29, 1999, between BFH Merger Corp. ("MergeCo") and
the Company (the "Agreement"). Pursuant to the Agreement, MergeCo will be merged
with and into the Company (the "Merger"), and each issued and outstanding Share,
other than some of the Shares held by the Management Investors as provided for
in the Agreement, will be converted (such converted shares, the "Exchanged
Shares") into the right to receive (i) $30 in cash (the "Cash Consideration"),
(ii) 0.21 shares of the Company's 10% Cumulative Exchangeable Redeemable
Paid-In-Kind Preferred Stock ("PIK Preferred"), with those terms as set forth on
Schedule 2.01(c)(i)(B)(1) of the Agreement, and (iii) a warrant to purchase a
number of Shares with an exercise price of $0.01 per Share as specified in, and
with those terms as set forth on, Schedule 2.01(c)(i)(B)(2) of the Agreement
(the "Warrant" and together with the Cash Consideration and the PIK Preferred,
the "Exchanged Share Merger Consideration"). The Shares held by the Management
Investors which are not converted into the right to receive the Exchanged Share
Merger Consideration will be converted into the right to retain such number of
Shares.

    Goldman, Sachs & Co., as part of its investment banking business, is
continually engaged in the valuation of businesses and their securities in
connection with mergers and acquisitions, negotiated underwritings, competitive
biddings, secondary distributions of listed and unlisted securities, private
placements and valuations for estate, corporate and other purposes. We are
familiar with the Company having acted as its financial advisor in connection
with, and having participated in certain of the negotiations leading to, the
Agreement and having provided certain investment banking services to the

                                      B-1
<PAGE>
Big Flower Holdings
June 29, 1999
Page Two

Company from time-to-time, including having acted as a lead-managing underwriter
of a public offering of 6,708,524 Shares in June 1997, as a co-managing
underwriter of a private offering of $250,000,000 principal amount of the
Company's 8.875% Notes due July 1, 2007 in June 1997, as a lead-managing
underwriter of a private offering of $115,000,000 principal amount of the
Company's 6.00% Convertible QUIPS due October 15, 2027 in October 1997, as a
co-managing underwriter of a private offering of $100,000,000 principal amount
of the Company's 8.875% Notes due July 1, 2007 in October 1997, and as a
co-managing underwriter of a private offering of $250,000,000 principal amount
of the Company's 8.625% Notes due December 1, 2008 in December 1998. We have
also provided from time-to-time, and are currently providing, numerous
investment banking services to Thomas H. Lee Company and affiliates of Thomas H.
Lee Company and expect to provide such services to Thomas H. Lee Company in the
future. MergeCo is an affiliate of Thomas H. Lee Company. Goldman Sachs provides
a full range of financial advisory and securities services and, in the course of
its normal trading activities, may from time-to-time effect transactions and
hold securities, including derivative securities, of Big Flower for its own
account and for the accounts of customers. As of the date hereof, Goldman Sachs
has accumulated a long position of 262,814 Shares against which Goldman Sachs is
short 12,500 Shares, and a long position of $250,000 principal amount of the
Company's 6.00% Convertible QUIPS due October 1, 2027 against which Goldman
Sachs is short $27,500 principal amount of the Company's 6.00% Convertible QUIPS
due October 1, 2027.

    In connection with this opinion, we have reviewed, among other things, the
Agreement; Annual Reports to Stockholders and Annual Reports on Form 10-K of the
Company for the four years ended December 31, 1998; certain interim reports to
stockholders and Quarterly Reports on Form 10-Q of the Company; certain other
communications from the Company to stockholders; and certain internal financial
analyses and forecasts prepared by the Company's management for the Company. We
also have held discussions with members of the senior management of the Company
regarding the Company's past and current business operations, financial
condition and future prospects, and have held discussions with members of the
senior management of MergeCo regarding the Company's future prospects. In
addition, we have reviewed the reported price and trading activity for the
Shares, compared certain financial and stock market information for the Company
with similar information for certain other companies the securities of which are
publicly traded, reviewed the financial terms of certain recent business
combinations in the commercial printing industry specifically and in other
industries generally and performed such other studies and analyses as we
considered appropriate.

    We have relied upon the accuracy and completeness of all of the financial
and other information reviewed by us and have assumed such accuracy and
completeness for purposes of rendering this opinion. In addition, we have not
made an independent evaluation or appraisal of the assets and liabilities of the
Company or any of its subsidiaries and we have not been furnished with any such
evaluation or appraisal. Our advisory services and the opinion expressed herein
are provided for the information and assistance of the Special Committee of the
Board of Directors of the Company in connection with its consideration of the
transaction contemplated by the Agreement and such opinion does not constitute a
recommendation as to how any holder of Shares should vote with respect to such
transaction.

    Any estimate of the future trading value, if any, of the PIK Preferred or
the Warrants would be speculative and subject to substantial uncertainties and
contingencies. We are not expressing any opinion herein as to the prices at
which the PIK Preferred or the Warrants may trade if and when they are issued or
whether any market would develop for the PIK Preferred or the Warrants.

                                      B-2
<PAGE>
Big Flower Holdings
June 29, 1999
Page Three

    Based upon and subject to the foregoing and based upon such other matters as
we consider relevant, it is our opinion that as of the date hereof the Exchanged
Share Merger Consideration to be received by the holders of Shares (other than
the Management Investors) pursuant to the Agreement is fair from a financial
point of view to such holders.

                                          Very truly yours,
                                          /s/ GOLDMAN, SACHS & CO.
                                          --------------------------------------
                                          (GOLDMAN, SACHS & CO.)

                                      B-3
<PAGE>
                                                                      APPENDIX C

The Board of Directors
Big Flower Holdings, Inc.
June 29, 1999
Page 1

June 29, 1999

The Board of Directors
Big Flower Holdings, Inc.
3 East 54(th) Street
New York, New York 10023

Gentlemen:

    Berenson Minella & Company ("Berenson Minella") understands that Big Flower
Holdings, Inc., a Delaware corporation (collectively, with any subsidiaries, the
"Company"), and Thomas H. Lee Company ("THL") intend to enter into an Agreement
and Plan of Merger (the "Merger Agreement"), whereby control of the Company will
be acquired by a group led by THL and the Company's Common Stock (as defined
below) will cease to be publicly traded (the "Merger"). Berenson Minella further
understands that at the Effective Time (as defined in the Merger Agreement) of
the Merger, and in accordance with the terms of the Merger Agreement, the public
shareholders of the Company will have their shares of common stock of the
Company (the "Common Stock") converted into the right to receive $30 in cash and
$5.25 face value in preferred stock of the Company (the "Preferred Stock"), with
warrants to purchase approximately 5% of the primary shares of Common Stock
issued and outstanding following the Effective Date (the "Merger
Consideration"). Berenson Minella further understands that, in accordance with
the terms of the Merger Agreement, in the Merger certain employees and members
of management of the Company will retain a portion of their Common Stock
ownership interests (both directly held and options) such that the aggregate
retained amount is approximately 8%-10% of the outstanding shares of Common
Stock, on a fully diluted basis, prior to the Merger, with the balance being
converted into Merger Consideration as set forth above.

    The terms and conditions of the Merger are more fully set forth in the
Merger Agreement. A copy of the most recent draft of the Merger Agreement
reviewed by Berenson Minella, dated June 27, 1999, is attached hereto as Exhibit
A.

    You have asked us, as investment bankers, to render an opinion to you as to
whether or not the Merger Consideration is fair, from a financial point of view,
to the holders of the Company's Common Stock as of the date hereof.

    In arriving at our opinion, we have, among other things:

    (i) reviewed the latest draft of the Merger Agreement dated June 27, 1999;

    (ii) reviewed, and discussed with members of management of the Company,
         certain business and financial information relating to the Company that
         we deemed relevant, including the Company's recent public filings and
         financial statements;

   (iii) reviewed, and discussed with members of management of the Company,
         certain information, including budgets and financial forecasts
         (collectively, the "Forecasts") relating to the businesses, earnings,
         cash flows, assets, liabilities and prospects of the Company;

    (iv) reviewed the historical stock prices and trading volumes of the
         Company's Common Stock;

                                      C-1
<PAGE>
The Board of Directors
Big Flower Holdings, Inc.
June 29, 1999
Page 2

    (v) reviewed certain information and documentation regarding the terms of
        the Preferred Stock and reviewed certain valuation methodologies
        relating to the Preferred Stock;

    (vi) reviewed certain publicly available information regarding publicly
         traded companies we deemed reasonably comparable to the Company;

   (vii) reviewed certain publicly available information regarding comparable
         merger and acquisition transactions we deemed relevant, including,
         without limitation, premiums paid in such transactions;

  (viii) performed discounted cash flow analyses based on the Forecasts, for the
         Company, as applicable;

    (ix) participated in certain discussions among management of the Company,
         THL and their financial advisors regarding the Company and the Merger;

    (x) reviewed the potential pro forma impact of the Merger; and

    (xi) reviewed such other information, performed such other analyses and
         taken into account such other factors as we deemed relevant.

    For purposes of rendering our opinion, we have assumed and relied upon the
accuracy and completeness of all information provided to us by and on behalf of
the Company and have not assumed any responsibility for independent verification
of such information or for any independent valuation or appraisal of any assets
of the Company, nor were we furnished with any such valuations or appraisals. We
have relied upon the capitalization of the Company as provided to us by the
Company and THL in connection with the Merger to form our views with regard to
the valuation of the Preferred Stock and Berenson Minella disclaims any
obligation to update or revise this opinion for events occurring subsequent to
the date hereof, whether foreseen or unforeseen, affecting such valuation,
including, without limitation, changes in the capitalization or changes in the
financial markets or interest rates. We did not assume any obligation to, and
accordingly did not, conduct any physical inspection of the properties or
facilities of the Company. We have assumed, without independent investigation,
the accuracy of all representations and statements made by officers and
management of the Company. With respect to the Forecasts furnished to or
discussed with us by the Company, we have assumed, and relied upon, that they
were reasonably prepared and reflect the best currently available estimates and
good faith judgments of the Company's management as to the expected future
financial performance of the Company.

    Our opinion is necessarily based on economic, market and other conditions,
and information made available to us as of the date hereof. Also, we note that
the Company, by press release dated April 20, 1999, announced publicly that it
was exploring certain strategic alternatives and a substantial number of
financial and strategic buyers were either contacted by, or contacted, the
Company and its financial advisors and studied a potential acquisition of the
Company. The result of this process is an important element in the views stated
herein.

    This opinion is provided at the request and for the benefit of the Board of
Directors of the Company in connection with its consideration of the Merger and
shall not be reproduced, summarized, described, relied upon, or referred to, or
furnished to any other person without, in each instance, Berenson Minella's
prior written consent; PROVIDED that, subject to our prior review, the Company
may refer to this opinion in any Proxy Statement or other disclosure statement
delivered to the shareholders of the Company with respect to the Merger, without
such written consent. This opinion does not and

                                      C-2
<PAGE>
The Board of Directors
Big Flower Holdings, Inc.
June 29, 1999
Page 3

will not constitute a recommendation to the Company to enter into the Merger
Agreement. This opinion is delivered subject to the conditions, scope of
engagement, standard of care, limitations, and understandings set forth herein
and in the agreement between Berenson Minella and the Company, dated June 24,
1999.

    This opinion is delivered with the explicit understanding that this opinion
is based on standards of assessment in existence as of the date hereof, and that
standards of assessment may change in the future. Berenson Minella disclaims any
responsibility for any impact any such changes may have on the assessment of the
Merger. Unforeseen future events that could affect the fairness of the Merger
Consideration, from a financial point of view, have not been factored into this
opinion. Berenson Minella disclaims any obligation to update or revise this
opinion for events occurring subsequent to the date hereof, whether foreseen or
unforeseen.

    This opinion is a fairness opinion only from a financial point of view.
Berenson Minella makes no representations with respect to questions of legal
interpretation or enforceability and expressly disclaims that this opinion may
be construed in any way as a legal opinion, solvency opinion or a tax opinion.
In addition, without limiting the foregoing, we express no opinion as to the
prices at which the Preferred Stock will trade or be saleable following the
Merger.

    We note that we have acted as financial advisor to the Company in connection
with the Merger and will receive a fee for our services, a significant portion
of which is contingent upon the consummation of the Merger.

    Based upon and subject to the foregoing, and subject to the various
assumptions, qualifications, and limitations set forth herein, it is our
opinion, as investment bankers, that, as of the date hereof, the Merger
Consideration is fair to holders of the Company's Common Stock, from a financial
point of view.

                                          Very truly yours,

                                          /s/ BERENSON MINELLA & COMPANY
                                          BERENSON MINELLA & COMPANY

                                      C-3
<PAGE>
                                                                      APPENDIX D

                      DELAWARE CODE TITLE 8. CORPORATIONS
                       CHAPTER 1. GENERAL CORPORATION LAW
                     SUBCHAPTER IX. MERGER OR CONSOLIDATION

SECTION 262 APPRAISAL RIGHTS.

    (a) Any stockholder of a corporation of this State who holds shares of stock
on the date of the making of a demand pursuant to subsection (d) of this section
with respect to such shares, who continuously holds such shares through the
effective date of the merger or consolidation, who has otherwise complied with
subsection (d) of this section and who has neither voted in favor of the merger
or consolidation nor consented thereto in writing pursuant to Section 228 of
this title shall be entitled to an appraisal by the Court of Chancery of the
fair value of the stockholder's shares of stock under the circumstances
described in subsections (b) and (c) of this section. As used in this section,
the word "stockholder" means a holder of record of stock in a stock corporation
and also a member of record of a nonstock corporation; the words "stock" and
"share" mean and include what is ordinarily meant by those words and also
membership or membership interest of a member of a nonstock corporation; and the
words "depository receipt" mean a receipt or other instrument issued by a
depository representing an interest in one or more shares, or fractions thereof,
solely of stock of a corporation, which stock is deposited with the depository.

    (b) Appraisal rights shall be available for the shares of any class or
series of stock of a constituent corporation in a merger or consolidation to be
effected pursuant to Section251 (other than a merger effected pursuant to
Section251(g) of this title), Section252, Section254, Section257, Section258,
Section263 or Section264 of this title:

        (1) Provided, however, that no appraisal rights under this section shall
    be available for the shares of any class or series of stock, which stock, or
    depository receipts in respect thereof, at the record date fixed to
    determine the stockholders entitled to receive notice of and to vote at the
    meeting of stockholders to act upon the agreement of merger or
    consolidation, were either (i) listed on a national securities exchange or
    designated as a national market system security on an interdealer quotation
    system by the National Association of Securities Dealers, Inc. or (ii) held
    of record by more than 2,000 holders; and further provided that no appraisal
    rights shall be available for any shares of stock of the constituent
    corporation surviving a merger if the merger did not require for its
    approval the vote of the stockholders of the surviving corporation as
    provided in subsection (f) of Section251 of this title.

        (2) Notwithstanding paragraph (1) of this subsection, appraisal rights
    under this section shall be available for the shares of any class or series
    of stock of a constituent corporation if the holders thereof are required by
    the terms of an agreement of merger or consolidation pursuant to
    SectionSection251, 252, 254, 257, 258, 263 and 264 of this title to accept
    for such stock anything except:

           a. Shares of stock of the corporation surviving or resulting from
       such merger or consolidation, or depository receipts in respect thereof;

           b. Shares of stock of any other corporation, or depository receipts
       in respect thereof, which shares of stock (or depository receipts in
       respect thereof) or depository receipts at the effective date of the
       merger or consolidation will be either listed on a national securities
       exchange or designated as a national market system security on an
       interdealer quotation system by the National Association of Securities
       Dealers, Inc. or held of record by more than 2,000 holders;

           c. Cash in lieu of fractional shares or fractional depository
       receipts described in the foregoing subparagraphs a. and b. of this
       paragraph; or

                                      D-1
<PAGE>
           d. Any combination of the shares of stock depository receipts and
       cash in lieu of fractional shares or fractional depository receipts
       described in the foregoing subparagraphs a., b. and c. of this paragraph.

        (3) In the event all of the stock of a subsidiary Delaware corporation
    party to a merger effected under Section253 of this title is not owned by
    the parent corporation immediately prior to the merger, appraisal rights
    shall be available for the shares of the subsidiary Delaware corporation.

    (c) Any corporation may provide in its certificate of incorporation that
appraisal rights under this section shall be available for the shares of any
class or series of its stock as a result of an amendment to its certificate of
incorporation, any merger or consolidation in which the corporation is a
constituent corporation or the sale of all or substantially all of the assets of
the corporation. If the certificate of incorporation contains such a provision,
the procedures of this section, including those set forth in subsections (d) and
(e) of this section, shall apply as nearly as is practicable.

    (d) Appraisal rights shall be perfected as follows:

        (1) If a proposed merger or consolidation for which appraisal rights are
    provided under this section is to be submitted for approval at a meeting of
    stockholders, the corporation, not less than 20 days prior to the meeting,
    shall notify each of its stockholders who was such on the record date for
    such meeting with respect to shares for which appraisal rights are available
    pursuant to subsections (b) or (c) hereof that appraisal rights are
    available for any or all of the shares of the constituent corporations, and
    shall include in such notice a copy of this section. Each stockholder
    electing to demand the appraisal of such stockholder's shares shall deliver
    to the corporation, before the taking of the vote on the merger or
    consolidation, a written demand for appraisal of such stockholder's shares.
    Such demand will be sufficient if it reasonably informs the corporation of
    the identity of the stockholder and that the stockholder intends thereby to
    demand the appraisal of such stockholder's shares. A proxy or vote against
    the merger or consolidation shall not constitute such a demand. A
    stockholder electing to take such action must do so by a separate written
    demand as herein provided. Within 10 days after the effective date of such
    merger or consolidation, the surviving or resulting corporation shall notify
    each stockholder of each constituent corporation who has complied with this
    subsection and has not voted in favor of or consented to the merger or
    consolidation of the date that the merger or consolidation has become
    effective; or

        (2) If the merger or consolidation was approved pursuant to Section228
    or Section253 of this title, each constituent corporation, either before the
    effective date of the merger or consolidation or within ten days thereafter,
    shall notify each of the holders of any class or series of stock of such
    constituent corporation who are entitled to appraisal rights of the approval
    of the merger or consolidation and that appraisal rights are available for
    any or all shares of such class or series of stock of such constituent
    corporation, and shall include in such notice a copy of this section;
    provided that, if the notice is given on or after the effective date of the
    merger or consolidation, such notice shall be given by the surviving or
    resulting corporation to all such holders of any class or series of stock of
    a constituent corporation that are entitled to appraisal rights. Such notice
    may, and, if given on or after the effective date of the merger or
    consolidation, shall, also notify such stockholders of the effective date of
    the merger or consolidation. Any stockholder entitled to appraisal rights
    may, within 20 days after the date of mailing of such notice, demand in
    writing from the surviving or resulting corporation the appraisal of such
    holder's shares. Such demand will be sufficient if it reasonably informs the
    corporation of the identity of the stockholder and that the stockholder
    intends thereby to demand the appraisal of such holder's shares. If such
    notice did not notify stockholders of the effective date of the merger or
    consolidation, either (i) each such constituent corporation shall send a
    second notice before the effective date of the merger or consolidation
    notifying each of the holders of any class or series of stock of such
    constituent

                                      D-2
<PAGE>
    corporation that are entitled to appraisal rights of the effective date of
    the merger or consolidation or (ii) the surviving or resulting corporation
    shall send such a second notice to all such holders on or within 10 days
    after such effective date; provided, however, that if such second notice is
    sent more than 20 days following the sending of the first notice, such
    second notice need only be sent to each stockholder who is entitled to
    appraisal rights and who has demanded appraisal of such holder's shares in
    accordance with this subsection. An affidavit of the secretary or assistant
    secretary or of the transfer agent of the corporation that is required to
    give either notice that such notice has been given shall, in the absence of
    fraud, be prima facie evidence of the facts stated therein. For purposes of
    determining the stockholders entitled to receive either notice, each
    constituent corporation may fix, in advance, a record date that shall be not
    more than 10 days prior to the date the notice is given, provided, that, if
    the notice is given on or after the effective date of the merger or
    consolidation, the record date shall be such effective date. If no record
    date is fixed and the notice is given prior to the effective date, the
    record date shall be the close of business on the day next preceding the day
    on which the notice is given.

    (e) Within 120 days after the effective date of the merger or consolidation,
the surviving or resulting corporation or any stockholder who has complied with
subsections (a) and (d) hereof and who is otherwise entitled to appraisal
rights, may file a petition in the Court of Chancery demanding a determination
of the value of the stock of all such stockholders. Notwithstanding the
foregoing, at any time within 60 days after the effective date of the merger or
consolidation, any stockholder shall have the right to withdraw such
stockholder's demand for appraisal and to accept the terms offered upon the
merger or consolidation. Within 120 days after the effective date of the merger
or consolidation, any stockholder who has complied with the requirements of
subsections (a) and (d) hereof, upon written request, shall be entitled to
receive from the corporation surviving the merger or resulting from the
consolidation a statement setting forth the aggregate number of shares not voted
in favor of the merger or consolidation and with respect to which demands for
appraisal have been received and the aggregate number of holders of such shares.
Such written statement shall be mailed to the stockholder within 10 days after
such stockholder's written request for such a statement is received by the
surviving or resulting corporation or within 10 days after expiration of the
period for delivery of demands for appraisal under subsection (d) hereof,
whichever is later.

    (f) Upon the filing of any such petition by a stockholder, service of a copy
thereof shall be made upon the surviving or resulting corporation, which shall
within 20 days after such service file in the office of the Register in Chancery
in which the petition was filed a duly verified list containing the names and
addresses of all stockholders who have demanded payment for their shares and
with whom agreements as to the value of their shares have not been reached by
the surviving or resulting corporation. If the petition shall be filed by the
surviving or resulting corporation, the petition shall be accompanied by such a
duly verified list. The Register in Chancery, if so ordered by the Court, shall
give notice of the time and place fixed for the hearing of such petition by
registered or certified mail to the surviving or resulting corporation and to
the stockholders shown on the list at the addresses therein stated. Such notice
shall also be given by 1 or more publications at least 1 week before the day of
the hearing, in a newspaper of general circulation published in the City of
Wilmington, Delaware or such publication as the Court deems advisable. The forms
of the notices by mail and by publication shall be approved by the Court, and
the costs thereof shall be borne by the surviving or resulting corporation.

    (g) At the hearing on such petition, the Court shall determine the
stockholders who have complied with this section and who have become entitled to
appraisal rights. The Court may require the stockholders who have demanded an
appraisal for their shares and who hold stock represented by certificates to
submit their certificates of stock to the Register in Chancery for notation
thereon of the pendency of the appraisal proceedings; and if any stockholder
fails to comply with such direction, the Court may dismiss the proceedings as to
such stockholder.

                                      D-3
<PAGE>
    (h) After determining the stockholders entitled to an appraisal the Court
shall appraise the shares, determining their fair value exclusive of any element
of value arising from the accomplishment or expectation of the merger or
consolidation, together with a fair rate of interest, if any, to be paid upon
the amount determined to be the fair value. In determining such fair value, the
Court shall take into account all relevant factors. In determining the fair rate
of interest, the Court may consider all relevant factors, including the rate of
interest which the surviving or resulting corporation would have had to pay to
borrow money during the pendency of the proceeding. Upon application by the
surviving or resulting corporation or by any stockholder entitled to participate
in the appraisal proceeding, the Court may, in its discretion, permit discovery
or other pretrial proceedings and may proceed to trial upon the appraisal prior
to the final determination of the stockholder entitled to an appraisal. Any
stockholder whose name appears on the list filed by the surviving or resulting
corporation pursuant to subsection (f) of this section and who has submitted
such stockholder's certificates of stock to the Register in Chancery, if such is
required, may participate fully in all proceedings until it is finally
determined that such stockholder is not entitled to appraisal rights under this
section.

    (i) The Court shall direct the payment of the fair value of the shares,
together with interest, if any, by the surviving or resulting corporation to the
stockholders entitled hereto. Interest may be simple or compound, as the Court
may direct. Payment shall be so made to each such stockholder, in the case of
holders of uncertificated stock forthwith, and the case of holders of shares
represented by certificates upon the surrender to the corporation of the
certificates representing such stock. The Court's decree may be enforced as
other decrees in the Court of Chancery may be enforced, whether such surviving
or resulting corporation be a corporation of this State or of any state.

    (j) The costs of the proceeding may be determined by the Court and taxed
upon the parties as the Court deems equitable in the circumstances. Upon
application of a stockholder, the Court may order all or a portion of the
expenses incurred by any stockholder in connection with the appraisal
proceeding, including, without limitation, reasonable attorney's fees and the
fees and expenses of experts, to be charged pro rata against the value of all of
the shares entitled to an appraisal.

    (k) From and after the effective date of the merger or consolidation, no
stockholder who has demanded appraisal rights as provided in subsection (d) of
this section shall be entitled to vote such stock for any purpose or to receive
payment of dividends or other distributions on the stock (except dividends or
other distributions payable to stockholders of record at a date which is prior
to the effective date of the merger or consolidation); provided, however, that
if no petition for an appraisal shall be filed within the time provided in
subsection (e) of this section, or if such stockholder shall deliver to the
surviving or resulting corporation a written withdrawal of such stockholder's
demand for an appraisal and an acceptance of the merger or consolidation, either
within 60 days after the effective date of the merger or consolidation as
provided in subsection (e) of this section or thereafter with the written
approval of the corporation, then the right of such stockholder to an appraisal
shall cease. Notwithstanding the foregoing, no appraisal proceeding in the Court
of Chancery shall be dismissed as to any stockholder without the approval of the
Court, and such approval may be conditioned upon such terms as the Court deems
just.

    (l) The shares of the surviving or resulting corporation to which the shares
of such objecting stockholders would have been converted had they assented to
the merger or consolidation shall have the status of authorized and unissued
shares of the surviving or resulting corporation.

                                      D-4
<PAGE>
                                                                      APPENDIX E

                 TRANSACTIONS INVOLVING BIG FLOWER COMMON STOCK
      BY THOMAS H. LEE EQUITY FUND IV, L.P., THL EQUITY ADVISORS IV, LLC,
           EVERCORE PARTNERS L.L.C., EVERCORE CAPITAL PARTNERS L.P.,
         EVERCORE CAPITAL PARTNERS (NQ) L.P., EVERCORE CAPITAL OFFSHORE
            PARTNERS L.P. (CAYMAN), EBF GROUP L.L.C., BIG FLOWER AND
                 EXECUTIVE OFFICERS AND DIRECTORS OF BIG FLOWER

TRANSACTIONS INVOLVING BIG FLOWER COMMON STOCK BY THE EXECUTIVE OFFICERS AND
DIRECTORS OF BIG FLOWER

    On June 18, 1999, R. Theodore Ammon made a charitable gift to a university
in the amount of 175,000 shares of common stock of Big Flower and a charitable
gift to a family foundation in the amount of 50,000 shares of common stock of
Big Flower.

PURCHASES OF BIG FLOWER COMMON STOCK BY BIG FLOWER

    The following table sets forth purchases of Big Flower common stock by Big
Flower since January 1, 1997.

<TABLE>
<CAPTION>
                                                  AVERAGE
QUARTER      SHARES                              PURCHASE
ENDED       PURCHASED      LOW       HIGH     PRICE PER SHARE
- ---------  -----------  ---------  ---------  ---------------
<S>        <C>          <C>        <C>        <C>
  3/31/97     129,981   $   18.75  $   20.00     $   19.69
  6/30/97      20,634       19.38      19.50         19.39
  9/30/97      24,716       22.63      22.75         22.74
 12/31/97     108,845       22.00      23.13         22.63
  3/31/98     127,982       26.00      28.88         26.45
  6/30/98      23,200       30.31      34.56         32.82
  9/30/98      50,689       28.88      30.13         29.79
 12/31/98      85,000       20.19      24.25         21.86
  3/31/99      92,167       24.63      31.63         30.72
  6/30/99       8,000       31.00      31.00         31.00
</TABLE>

TRANSACTIONS INVOLVING BIG FLOWER COMMON STOCK BY THOMAS H. LEE EQUITY FUND IV,
L.P., THL EQUITY ADVISORS IV, LLC AND THOMAS H. LEE

    None.

TRANSACTIONS INVOLVING BIG FLOWER COMMON STOCK BY EVERCORE PARTNERS L.L.C.,
EVERCORE CAPITAL PARTNERS L.P., EVERCORE CAPITAL PARTNERS (NQ) L.P., EVERCORE
CAPITAL OFFSHORE PARTNERS L.P. (CAYMAN), EBF GROUP L.L.C., ROGER C. ALTMAN,
AUSTIN M. BEUTNER AND DAVID G. OFFENSEND.

    In October 1997, Evercore Partners Inc. advised Big Flower Holdings, Inc. on
its acquisition of certain assets and liabilities of Riverside Country
Publishing Company, a division of Gruner+Jahr Printing and Publishing Co.
Evercore Partners Inc. was paid $250,000 for these services.

                                      E-1
<PAGE>
                                                                      APPENDIX F

               INFORMATION RELATING TO EVERCORE PARTNERS, L.L.C.,
 EVERCORE CAPITAL PARTNERS L.P., EVERCORE CAPITAL PARTNERS (NQ) L.P., EVERCORE
CAPITAL OFFSHORE PARTNERS L.P. (CAYMAN), EBF GROUP L.L.C., THOMAS H. LEE EQUITY
FUND IV, L.P., THL EQUITY ADVISORS IV, LLC AND THEIR RESPECTIVE PRINCIPALS, AND
                    THE EXECUTIVE OFFICERS AND DIRECTORS OF
                        BFH MERGER CORP. AND BIG FLOWER


(I)(a) The name and business address of each of Evercore Capital Partners L.P.,
       a Delaware Limited Partnership, Evercore Capital Partners (NQ) L.P., a
       Delaware Limited Partnership, Evercore Capital Offshore Partners L.P.
       (Cayman), a Cayman Islands Exempted Limited Partnership and EBF Group
       L.L.C., a Delaware Limited Liability Company are set forth below. The
       principal business of each of these entities is making equity and
       equity-related investments.



<TABLE>
<CAPTION>
NAME AND BUSINESS ADDRESS
- -----------------------------------------
<S>                                        <C>
Evercore Capital Partners L.P.
65 East 55(th) Street, 33(rd) Floor
New York, New York 10022

Evercore Capital Partners (NQ) L.P.
65 East 55(th) Street, 33(rd) Floor
New York, New York 10022

Evercore Capital Offshore Partners L.P. (Cayman)
65 East 55(th) Street, 33(rd) Floor
New York, New York 10022

EBF Group L.L.C.
65 East 55(th) Street, 33(rd) Floor
New York, New York 10022
</TABLE>


  (b) The name and business address of Evercore Partners L.L.C., a Delaware
      Limited Liability Company, the general partner of Evercore Capital
      Partners L.P., Evercore Capital Partners (NQ) L.P. and Evercore Capital
      Offshore Partners L.P. (Cayman) and the managing member of EBF Group
      L.L.C., are set forth below. The principal business of Evercore Partners
      L.L.C. is making equity and equity-related investments.


<TABLE>
<CAPTION>
NAME AND BUSINESS ADDRESS
- -----------------------------------------
<S>                                        <C>
Evercore Partners L.L.C.
65 East 55th Street, 33rd Floor
New York, New York 10022
</TABLE>


                                      F-1
<PAGE>
  (c) The name, business address, present principal occupation or employment and
      five-year employment history of the members of Evercore Partners L.L.C.
      are set forth below, and each such person is a citizen of the United
      States.


<TABLE>
<CAPTION>
                                               PRESENT PRINCIPAL OCCUPATION AND
NAME AND BUSINESS ADDRESS                        FIVE-YEAR EMPLOYMENT HISTORY
- -----------------------------------------  -----------------------------------------
<S>                                        <C>

Roger C. Altman                            Roger C. Altman co-founded Evercore
c/o Evercore Partners L.L.C.               Partners in 1996. From 1992-1995, Mr.
65 East 55th Street, 33rd Floor            Altman served as Deputy Treasury
New York, New York 10022                   Secretary. From 1987-1992, Mr. Altman was
                                           Vice Chairman of The Blackstone Group,
                                           where he led the firm's merger advisory
                                           business and originated several principal
                                           investment opportunities. Prior to 1987,
                                           Mr. Altman spent 14 years at Lehman
                                           Brothers where he was a managing
                                           director, Co-head of Investment Banking,
                                           Member of the Management Committee and
                                           Member of the Board of Directors.

Austin M. Beutner                          Austin M. Beutner co-founded Evercore
c/o Evercore Partners L.L.C.               Partners in 1996. From 1994 to 1996, Mr.
65 East 55th Street, 33rd Floor            Beutner was Chief Executive Officer and
New York, New York 10022                   President of the U.S. Russia Investment
                                           Fund, and in January 1997, Mr. Beutner
                                           was named Vice Chairman of its Board of
                                           Directors. Before his affiliation with
                                           the U.S. Russia Investment Fund, he was a
                                           General Partner of The Blackstone Group.

David G. Offensend                         David G. Offensend co-founded Evercore
c/o Evercore Partners L.L.C.               Partners in 1996. Prior to 1996, Mr.
65 East 55th Street, 33rd Floor            Offensend was responsible for the
New York, New York 10022                   leveraged acquisition portfolio of Acadia
                                           Partners, an investment vehicle for
                                           Robert M. Bass. Prior to Acadia, Mr.
                                           Offensend spent 6 years managing the
                                           Merchant Banking Group at Lehman
                                           Brothers.

Jeffrey R. Sechrest                        Jeffrey R. Sechrest joined Evercore in
c/o Evercore Partners L.L.C.               1996 as a partner. Prior to 1996, Mr.
65 East 55th Street, 33rd Floor            Sechrest spent 10 years at Lehman
New York, New York 10022                   Brothers, most recently as a Managing
                                           Director. At Lehman Brothers, Mr.
                                           Sechrest held several senior positions,
                                           including head of Mergers and
                                           Acquisitions, Media & Telecommunications
                                           and Natural Resources.
</TABLE>


                                      F-2
<PAGE>

<TABLE>
<CAPTION>
                                               PRESENT PRINCIPAL OCCUPATION AND
NAME AND BUSINESS ADDRESS                        FIVE-YEAR EMPLOYMENT HISTORY
- -----------------------------------------  -----------------------------------------
<S>                                        <C>
Stacy S. Dick                              Stacy S. Dick joined Evercore in 1998 as
c/o Evercore Partners L.L.C.               a partner. From 1992 to 1998, Mr. Dick
65 East 55th Street, 33rd Floor            was an Executive Vice President of
New York, New York 10022                   Tenneco Inc., where he was responsible
                                           for leading strategic planning, corporate
                                           development and international development
                                           activities. From 1989-1992, Mr. Dick was
                                           a Managing Director at First Boston
                                           Corporation.

Roger C. Altman 1997 Family Limited        N/A
Partnership
c/o Roger C. Altman
Evercore Partners L.L.C.
65 East 55th Street, 33rd Floor
New York, New York 10022

David Glenn Offensend Trust f/b/o          N/A
Rebecca Lee Offensend
c/o David G. Offensend
Evercore Partners L.L.C.
65 East 55th Street, 33rd Floor
New York, New York 10022

David Glenn Offensend Trust f/b/o          N/A
Christopher David Offensend
c/o David G. Offensend
Evercore Partners L.L.C.
65 East 55th Street, 33rd Floor
New York, New York 10022
</TABLE>


  (d) The name, business address, present principal occupation or employment and
      five-year employment history of Roger C. Altman, the general partner of
      Roger C. Altman 1997 Family Limited Partnership, is set forth below.


<TABLE>
<CAPTION>
                                               PRESENT PRINCIPAL OCCUPATION AND
NAME AND BUSINESS ADDRESS                        FIVE-YEAR EMPLOYMENT HISTORY
- -----------------------------------------  -----------------------------------------
<S>                                        <C>

Roger C. Altman                            Roger C. Altman co-founded Evercore
c/o Evercore Partners L.L.C.               Partners in 1996. From 1992-1995, Mr.
65 East 55th Street, 33rd Floor            Altman served as Deputy Treasury
New York, New York 10022                   Secretary. From 1987-1992, Mr. Altman was
                                           Vice Chairman of The Blackstone Group,
                                           where he led the firm's merger advisory
                                           business and originated several principal
                                           investment opportunities. Prior to 1987,
                                           Mr. Altman spent 14 years at Lehman
                                           Brothers where he was a managing
                                           director, Co-head of Investment Banking,
                                           Member of the Management Committee and
                                           Member of the Board of Directors.
</TABLE>


                                      F-3
<PAGE>
  (e) The name, business address, present principal occupation or employment and
      five-year employment history of David G. Offensend, the trustee of David
      Glenn Offensend Trust f/b/o Rebecca Lee Offensend and David Glenn
      Offensend f/b/o Christopher David Offensend, is set forth below.


<TABLE>
<CAPTION>
                                               PRESENT PRINCIPAL OCCUPATION AND
NAME AND BUSINESS ADDRESS                        FIVE-YEAR EMPLOYMENT HISTORY
- -----------------------------------------  -----------------------------------------
<S>                                        <C>

David G. Offensend                         David G. Offensend co-founded Evercore
c/o Evercore Partners L.L.C.               Partners in 1996. Prior to 1996, Mr.
65 East 55th Street, 33rd Floor            Offensend was responsible for the
New York, New York 10022                   leveraged acquisition portfolio of Acadia
                                           Partners, an investment vehicle for
                                           Robert M. Bass. Prior to Acadia, Mr.
                                           Offensend spent 6 years managing the
                                           Merchant Banking Group at Lehman
                                           Brothers.
</TABLE>


(II) (a) The name, principal business and address of the principal executive
         offices of Thomas H. Lee Equity Fund IV, L.P., a Delaware limited
         partnership, are set forth below.

<TABLE>
<CAPTION>
           NAME AND ADDRESS OF
       PRINCIPAL EXECUTIVE OFFICES                    PRINCIPAL BUSINESS
- -----------------------------------------  -----------------------------------------
<S>                                        <C>

Thomas H. Lee Equity Fund IV, L.P.         Making equity and equity-related
c/o Thomas H. Lee Company                  investments
75 State Street, Suite 2600
Boston, Massachusetts 02109
</TABLE>

   (b) The name, principal business and address of the principal executive
       offices of THL Equity Advisors IV, LLC, a Delaware limited liability
       company, are set forth below:

<TABLE>
<CAPTION>
           NAME AND ADDRESS OF
       PRINCIPAL EXECUTIVE OFFICES                    PRINCIPAL BUSINESS
- -----------------------------------------  -----------------------------------------
<S>                                        <C>

THL Equity Advisors IV, LLC                Managing institutional funds that make
c/o Thomas H. Lee Company                  equity and equity-related investments
75 State Street, Suite 2600
Boston, Massachusetts 02109
</TABLE>

                                      F-4
<PAGE>
   (c) The name, business address, present principal occupation or employment
       and five-year employment history of the person who controls THL Equity
       Advisors IV, LLC, a United States citizen, are set forth below.

<TABLE>
<CAPTION>
                                               PRESENT PRINCIPAL OCCUPATION AND
NAME AND BUSINESS ADDRESS                        FIVE-YEAR EMPLOYMENT HISTORY
- -----------------------------------------  -----------------------------------------
<S>                                        <C>

Thomas H. Lee                              Thomas H. Lee founded Thomas H. Lee
c/o Thomas H. Lee Company                  Company in 1974 and since that time has
75 State Street, Suite 2600                served as its President. Mr. Lee serves
Boston, Massachusetts 02109                as a director of numerous public and
                                           private corporations including Finlay
                                           Enterprises, Inc., Metris Companies,
                                           Inc., Safelite Glass Corporation, Vail
                                           Resorts, Inc. and Wyndham International,
                                           Inc.
</TABLE>

(III) The name and position of each director and executive officer of BFH Merger
      Corp., together with the business address, present principal occupation or
      employment and five-year employment history of each director and executive
      officer of BFH Merger Corp. are set forth below.


<TABLE>
<CAPTION>
                                              POSITION WITH BFH MERGER CORP., AND
                                               PRESENT PRINCIPAL OCCUPATION AND
NAME                                             FIVE-YEAR EMPLOYMENT HISTORY
- -----------------------------------------  -----------------------------------------
<S>                                        <C>

Anthony J. DiNovi                          Director of BFH Merger Corp. Anthony J.
c/o Thomas H. Lee Company                  DiNovi is a Managing Director of Thomas
75 State Street, Suite 2600                H. Lee, and has been employed with Thomas
Boston, Massachusetts 02109                H. Lee Company since 1988.

Scott M. Sperling                          Director of BFH Merger Corp. Scott M.
c/o Thomas H. Lee Company                  Sterling is a Managing Director of Thomas
75 State Street, Suite 2600                H. Lee, and has been employed with Thomas
Boston, Massachusetts 02109                H. Lee Company since 1994.
</TABLE>


(IV) The name, business address, present principal occupation or employment and
     five-year employment history of each management director and executive
     officer of Big Flower Holdings, Inc. who is retaining shares of Big Flower
     common stock or options to purchase such shares, in each case in the merger
     are set forth below. Unless otherwise indicated, the business

                                      F-5
<PAGE>
     address of each such person is 3 East 54th Street, New York, New York 10022
     and each such person is a citizen of the United States.

<TABLE>
<CAPTION>
                                               PRESENT PRINCIPAL OCCUPATION AND
NAME AND BUSINESS ADDRESS                        FIVE-YEAR EMPLOYMENT HISTORY
- -----------------------------------------  -----------------------------------------
<S>                                        <C>

R. Theodore Ammon                          R. Theodore Ammon has been the Chairman
                                           of the Board of Big Flower since its
                                           inception and was Chief Executive Officer
                                           of Big Flower Press from its inception
                                           until April 1997. Mr. Ammon is also the
                                           Chairman of XL Ventures, Inc., Big
                                           Flower's Internet and new media venture
                                           capital subsidiary. Mr. Ammon is also a
                                           director of Big Flower Press and Big
                                           Flower Digital Services, Inc., a wholly
                                           owned subsidiary of Big Flower. Mr. Ammon
                                           was a General Partner of Kohlberg Kravis
                                           Roberts & Co. (a New York and San
                                           Francisco-based investment firm) from
                                           1990 to 1992, and an executive of such
                                           firm prior to 1990. Mr. Ammon is also the
                                           Chairman of the Board of 24/7 Media, Inc.
                                           and a member of the Board of Directors of
                                           Host Marriott Corporation and of CAIS
                                           Internet, Inc., and serves on the boards
                                           of directors of numerous privately held
                                           corporations. Mr. Ammon is involved in a
                                           number of not-for-profit organizations
                                           and serves as a member of the Board of
                                           Directors of The Municipal Art Society of
                                           New York, The New York YMCA, and Jazz @
                                           Lincoln Center. He is also a member of
                                           the Board of Trustees of Bucknell
                                           University. Mr. Ammon is 49 years old.
</TABLE>

                                      F-6
<PAGE>
<TABLE>
<CAPTION>
                                               PRESENT PRINCIPAL OCCUPATION AND
NAME AND BUSINESS ADDRESS                        FIVE-YEAR EMPLOYMENT HISTORY
- -----------------------------------------  -----------------------------------------
<S>                                        <C>
Edward T. Reilly                           Edward T. Reilly has been the President
                                           and the Chief Executive Officer and the
                                           director of Big Flower since its
                                           inception. He has also been a director of
                                           Big Flower Press since June 1996, and its
                                           Chief Executive Officer since April 1997,
                                           having also served as its Chief Operating
                                           Officer from March 1996 until April 1997.
                                           Additionally, he is a director of Big
                                           Flower's subsidiaries, TC Advertising,
                                           Digital Services and Webcraft. Prior to
                                           joining Big Flower, Mr. Reilly held a
                                           variety of executive positions with
                                           McGraw-Hill, Inc., a publishing and
                                           communications company, in their
                                           Broadcast and Publication groups from
                                           1968 to 1996, and served as President of
                                           McGraw-Hill Broadcasting from 1987 to
                                           1996. He is Vice Chairman and a member of
                                           the executive committee of the Ad Council
                                           and serves on the Board of Trustees of
                                           Lynchburg College in Virginia. Recently,
                                           Mr. Reilly was elected to the Board of
                                           Directors of The National Council of La
                                           Raza. In addition, Mr. Reilly has been
                                           active in television industry affairs,
                                           having served as the Chairman of the
                                           Television Bureau of Advertising and as a
                                           member of the Board of Directors of the
                                           National Association of Broadcasters. He
                                           is the former Chairman of the Association
                                           for Maximum Service Television (MSTV), a
                                           trade association of over 300 television
                                           stations which has been in the forefront
                                           of the effort to facilitate the
                                           industry's transition to high definition
                                           television. Mr. Reilly is 52 years old.

Richard L. Ritchie                         Richard L. Ritchie has been Executive
                                           Vice President and Chief Financial
                                           Officer of Big Flower since January 1997.
                                           Prior to joining Big Flower, Mr. Ritchie
                                           served as Senior Vice President and Chief
                                           Financial Officer of Harte-Hanks
                                           Communications, Inc. from 1986 to 1996.
                                           Mr. Ritchie is 52 years old.
</TABLE>

                                      F-7
<PAGE>
                                    PART II
                     INFORMATION NOT REQUIRED IN PROSPECTUS

ITEM 20. INDEMNIFICATION OF DIRECTORS AND OFFICERS.

    The Big Flower restated certificate of incorporation provides that no
director of Big Flower will be personally liable to Big Flower or its
stockholders for monetary damages for breach of fiduciary duty as a director,
except for liability (1) for any breach of the director's duty of loyalty to Big
Flower or its stockholders; (2) for acts or omissions not in good faith or which
involve intentional misconduct or knowing violation of the law; (3) under
Section 174 of the Delaware General Corporation Law; or (4) for any transaction
from which a director derived an improper benefit.

    Article VIII of the Big Flower amended and restated bylaws provides that Big
Flower will indemnify any person who was or is a party or is threatened to be
made a party to or otherwise involved in any action, suit or proceeding, whether
civil, criminal, administrative or investigative (including any action or suit
by or in the right of Big Flower) by reason of the fact that such person is or
was a director or officer of Big Flower or, being at the time a director or
officer of Big Flower, is or was serving at the request of Big Flower as a
director, trustee, officer, employee or agent of another corporation,
partnership, joint venture, trust or other enterprise, including service with
respect to an employee benefit plan, whether in an official capacity or any
other capacity related to Big Flower, or such other enterprise, to the fullest
extent not prohibited by Section 145 of the Delaware General Corporation Law
against all expenses, liability and loss (including attorneys' fees) reasonably
incurred or suffered by such person in connection with such a claim. However,
except as may be provided in the Big Flower bylaws or by the Big Flower board of
directors, Big Flower shall not indemnify any director or officer in connection
with a proceeding (or portion thereof) initiated by that director or officer,
unless such proceeding (or portion thereof) was authorized by the Big Flower
board of directors.

    The Big Flower bylaws further state that such an indemnification will not be
deemed exclusive of any other right which any person may have or may thereafter
acquire, and will continue as to a person who has ceased to be a director or
officer of Big Flower, or a director, officer, employee or agent of such other
enterprise and will inure to the benefit of the heirs, executives and
administrators of such a person.

    Section 145 of the Delaware General Corporation Law permits a corporation to
indemnify its directors and officers against expenses (including attorneys'
fees), judgments, fines and amounts paid in settlement actually and reasonably
incurred by them in connection with any action, suit or proceeding brought by
third parties, if such directors or officers acted in good faith and in a manner
they reasonably believed to be in or not opposed to the best interests of the
corporation and, with respect to any criminal action or proceeding, had no
reasonable cause to believe their conduct was unlawful. In a derivative action,
I.E., one by or in the right of the corporation, indemnification may be made
only for expenses actually and reasonably incurred by directors and officers in
connection with the defense or settlement of an action or suit, and only with
respect to a matter as to which they have acted in good faith and in a manner
they reasonably believed to be in or not opposed to the best interests of the
corporation, except that no indemnification will be made if such person will
have been adjudged liable to the corporation, unless and only to the extent that
the court in which the action or suit was brought will determine upon
application that the defendant officers or directors are fairly and reasonably
entitled to indemnity for such expenses despite such adjudication of liability.

    Article VIII, Section 8 of the Big Flower by-laws states that Big Flower may
purchase and maintain liability insurance for directors and officers of Big
Flower. Big Flower maintains directors' and officers' liability insurance which
provides for payment, on behalf of its directors and officers, of certain losses
of such persons (other than matters uninsurable under law) arising from claims,
including claims

                                      II-1
<PAGE>
arising under the Securities Act of 1933, as amended, for acts or omissions by
such persons while acting as directors or officers of Big Flower and/or its
subsidiaries, as the case may be.

    After the merger, Big Flower will indemnify the directors and officers of
Big Flower and its subsidiaries for any losses they incur because they acted as
directors and officers of Big Flower or its subsidiaries before the merger, to
the full extent permitted under Delaware law and as follows:

    - Big Flower will maintain all rights to indemnification and all limitations
      on liability existing under the Big Flower certificate of incorporation
      and the Big Flower by-laws in favor of those directors and officers of Big
      Flower;

    - Big Flower will maintain all rights to indemnification and all limitations
      on liability existing under any agreement between any of those directors
      or officers and Big Flower or its subsidiaries; and

    - Big Flower will, for a period of six years after the merger becomes
      effective, provide liability insurance for those directors and officers
      for acts or omissions occurring before the effective time of the merger on
      terms at least as favorable as those of any policy presently in effect.
      However, during the six-year period, Big Flower will not be required to
      provide any more coverage than can be obtained for the remainder of the
      period for an annual premium costing more than 250% of the annual premium
      currently paid by Big Flower for its existing coverage.

ITEM 21. EXHIBITS AND FINANCIAL STATEMENT SCHEDULES.


    (a) The following exhibits have been filed previously unless otherwise
indicated:



<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                                   DESCRIPTION
- ---------  -------------------------------------------------------------------------------------------------------
<C>        <S>
     2.1   Agreement and Plan of Merger, dated as of June 29, 1999, between Big Flower Holdings, Inc. and BFH
           Merger Corp. (included as Appendix A to the Proxy Statement/Prospectus contained in this Registration
           Statement).

     3.1   Restated Certificate of Incorporation of Big Flower Holdings, Inc., effective October 20, 1997. (17)

     3.2   Amended and Restated Bylaws of Big Flower Holdings, Inc., effective October 20, 1997. (17)

     3.3   Certificate of Designation, Preferences and Rights of Series A Junior Preferred Stock of Big Flower
           Holdings, Inc. (17)

     3.4   Amendments to the Restated Certificate of Incorporation of Big Flower Holdings, Inc. (included as
           Schedule 1.04(a) to the Agreement and Plan of Merger filed as Exhibit 2.1 to this Registration
           Statement).

     3.5   Amendments to the Amended and Restated Bylaws of Big Flower Holdings, Inc. (included as Schedule
           1.04(b) to the Agreement and Plan of Merger filed as Exhibit 2.1 to this Registration Statement).

     4.1   Rights Agreement, dated as of November 28, 1995, between Big Flower Holdings, Inc. and The Bank of New
           York, as Rights Agent. (17)

     4.2   Amendment to Rights Agreement, dated as of June 29, 1999, between Big Flower Holdings, Inc. and The
           Bank of New York, as Rights Agent.

     4.3   Indenture, dated as of June 20, 1997, between Big Flower Press Holdings, Inc. and State Street Bank and
           Trust Company (as successor in interest to Fleet National Bank), as Trustee, relating to the 8 7/8%
           Senior Subordinated Notes due 2007. (18)
</TABLE>


                                      II-2
<PAGE>

<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                                   DESCRIPTION
- ---------  -------------------------------------------------------------------------------------------------------
<C>        <S>
     4.4   Registration Rights Agreement, dated as of June 20, 1997, between Big Flower Press Holdings, Inc. and
           BT Securities Corporation, Credit Suisse First Boston and Goldman, Sachs & Co. (18)

     4.5   Amended and Restated Trust Agreement, dated as of October 14, 1997, among (i) Big Flower Holdings,
           Inc., (ii) The Bank of New York as property trustee, (iii) The Bank of New York (Delaware), as Delaware
           trustee and (iv) Mark A. Angelson and Richard L. Ritchie, as Administrative Trustees, relating to the
           Preferred Securities of Big Flower Trust I. (13)

     4.6   Guarantee Agreement, dated as of October 20, 1997, between Big Flower Holdings, Inc., and The Bank of
           New York, as Guarantee Trustee, relating to the Preferred Securities of Big Flower Trust I. (13)

     4.7   Indenture dated as of October 20, 1997, between Big Flower Holdings, Inc. and The Bank of New York, as
           Trustee, relating to the 6% Convertible Subordinated Debentures due October 15, 2027, of Big Flower
           Holdings, Inc., issued to Big Flower Trust I. (13)

     4.8   First Supplemental Indenture, dated as of June 25, 1999 between Big Flower Holdings, Inc. and The Bank
           of New York, as Trustee.

     4.9   Registration Rights Agreement, dated as of October 20, 1997, among Big Flower Trust I, Big Flower
           Holdings, Inc. and Goldman, Sachs & Co., on behalf of the purchasers listed therein. (13)

     4.10  Indenture, dated as of December 9, 1998, between Big Flower Press Holdings, Inc. and State Street Bank
           and Trust Company, as Trustee, relating to the 8 5/8% Senior Subordinated Notes due 2008. (25)

     4.11  Registration Rights Agreement, dated as of December 9, 1998, among Big Flower Press Holdings, Inc., BT
           Alex. Brown Incorporated, Chase Securities Inc. and Goldman, Sachs & Co. (25)

     4.12  Terms of paid-in-kind preferred stock to be issued in connection with the Agreement and Plan of Merger
           (included as Schedule 2.01(c)(i)(B)(1) to the Agreement and Plan of Merger filed as Exhibit 2.1 to this
           Registration Statement).

     4.13  Terms of warrants to be issued in connection with the Agreement and Plan of Merger (included as
           Schedule 2.01(c)(i)(B)(2) to the Agreement and Plan of Merger filed as Exhibit 2.1 to this Registration
           Statement).

   **5.1   Opinion of Irene B. Fisher regarding legality of the securities being registered.

   **8.1   Opinion of Sullivan & Cromwell regarding certain United States federal income tax consequences of the
           merger.

    10.1   Amended and Restated Credit Agreement, dated as of June 22, 1998, among Big Flower Holdings, Inc., Big
           Flower Press Holdings, Inc., certain subsidiaries of Big Flower named therein, the Banks from time to
           time party thereto, Bank of America NT & SA and The Industrial Bank of Japan, Limited, as Co Agents,
           Credit Suisse First Boston, as Documentation Agent, and Bankers Trust Company, as Administrative Agent
           (the "Credit Agreement"). (21)

    10.2   First Amendment and Consent to the Credit Agreement, dated as of November 10, 1998. (25)

    10.3   Second Amendment and Consent to the Credit Agreement, dated as of November 24, 1998. (25)
</TABLE>



                                      II-3

<PAGE>

<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                                   DESCRIPTION
- ---------  -------------------------------------------------------------------------------------------------------
<C>        <S>
    10.4   Certificate Purchase Agreement (Series 1996-1), dated as of March 19, 1996, by BFP Receivables
           Corporation, Big Flower Press Holdings, Inc., the Purchasers described therein, Credit Suisse, as
           Co-Agent, and Bankers Trust Company, as Agent. (9)

    10.5   Receivables Purchase Agreement, dated as of March 19, 1996, as amended as of April 25, 1996, June 10,
           1996 and September 24, 1996 (the "Receivables Purchase Agreement"), among Big Flower Press Holdings,
           Inc., as initial Servicer, certain subsidiaries of Big Flower Press Holdings, Inc., as Sellers, and BFP
           Receivables Corporation, as Buyer. (19)

    10.6   Amendment to the Receivables Purchase Agreement, dated January 31, 1997. (19)

    10.7   Big Flower Receivables Master Trust Pooling and Servicing Agreement, dated as of March 19, 1996, as
           amended as of April 25, 1996, June 10, 1996 and September 24, 1996, among BFP Receivables Corporation,
           as Transferor, Big Flower Press Holdings, Inc., as Servicer, and Manufacturers and Traders Trust
           Company, as Trustee (the "Pooling and Servicing Agreement"). (19)

    10.8   Series 1996-2 Supplement to the Pooling and Servicing Agreement, dated as of October 4, 1996, among BFP
           Receivables Corporation, as Transferor, Big Flower Press Holdings, Inc., as Servicer, and Manufacturers
           and Traders Trust Company, as Trustee. (19)

    10.9   Series 1996-3 Supplement to the Pooling and Servicing Agreement, dated as of October 4, 1996, among BFP
           Receivables Corporation, as Transferor, Big Flower Press Holdings, Inc., as Servicer, and Manufacturers
           and Traders Trust Company, as Trustee. (19)

    10.10  Purchase Agreement (Series 1996-2), dated September 25, 1996, among Big Flower Press Holdings, Inc.,
           BFP Receivables Corporation, BT Securities Corporation, Bankers Trust International PLC, and CS First
           Boston Corporation. (19)

    10.11  Certificate Purchase Agreement (Series 1996-3), dated as of October 4, 1996, among BFP Receivables
           Corporation, Big Flower Press Holdings, Inc., the purchasers described therein, and Caisse Nationale de
           Credit Agricole, as Agent. (19)

    10.12  Non-Competition Agreement, dated November 27, 1995, between Big Flower Press Holdings, Inc. and Brian
           Mason. (8)

    10.13  Non-Competition Agreement, dated as of April 27, 1994, by and among Lee A. Thompson, BFP Holdings
           Corp., Treasure Chest Advertising Company, Inc. and Retail Graphics Holding Company. (5)

    10.14  Non-Competition Agreement, dated as of April 27, 1994, by and among John G. Brown, BFP Holdings Corp.,
           Treasure Chest Advertising Company, Inc. and Retail Graphics Holding Company. (5)

    10.15  Non-Competition Agreement, dated as of April 27, 1994, by and among Thomas G. Hansen, BFP Holdings
           Corp., Treasure Chest Advertising Company, Inc. and Retail Graphics Holding Company. (5)

    10.16  Non-Competition Agreement, dated as of April 27, 1994, by and among Gary W. Pestello, BFP Holdings
           Corp., Treasure Chest Advertising Company, Inc. and Retail Graphics Holding Company. (5)

    10.17  Non-Competition Agreement, dated April 27, 1994, by and between Brian T. Clemente and Treasure Chest
           Advertising Company, Inc. (19)

    10.18  Non-Competition Agreement, dated August 5, 1993, by and among Big Flower Press, Inc., Robert E. Milhous
           and Paul B. Milhous, together with assignment to Treasure Chest Advertising Company, Inc. (10)
</TABLE>



                                      II-4

<PAGE>

<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                                   DESCRIPTION
- ---------  -------------------------------------------------------------------------------------------------------
<C>        <S>
    10.19  Employment Agreement (the "Angelson Agreement"), effective March 21, 1996, by and between Mark A.
           Angelson, Big Flower Press Holdings, Inc. and Treasure Chest Advertising Company, Inc. (9)

   *10.20  Amendment to the Angelson Agreement, dated June 24, 1999.

    10.21  Employment Agreement, effective March 29, 1996, by and among Edward T. Reilly, Big Flower Press
           Holdings, Inc. and Treasure Chest Advertising Company, Inc. (9)

    10.22  Employment Agreement, dated January 1, 1998, by and between Laser Tech Color, Inc. and Damien Gough.
           (25)

    10.23  Employment Agreement, dated November 20, 1995, by and between Big Flower Press Holdings, Inc., Treasure
           Chest Advertising Company, Inc. and R. Theodore Ammon. (8)

    10.24  Executive Change in Control Severance Agreement, dated January 6, 1997, by and between Big Flower Press
           Holdings, Inc. and Richard L. Ritchie. (19)

    10.25  Letter Agreement, dated December 12, 1996, by and between Big Flower Press Holdings, Inc. and Richard
           L. Ritchie. (19)

    10.26  Employment Agreement, dated April 27, 1994, between Treasure Chest Advertising Company, Inc. and Thomas
           R. Clemente. (5)

    10.27  Employment Agreement, dated April 27, 1994, between Treasure Chest Advertising Company, Inc. and Joseph
           T. Clemente. (5)

    10.28  Employment Agreement, dated April 27, 1994, between Treasure Chest Advertising Company, Inc. and Kevin
           Clemente. (5)

    10.29  Big Flower Holdings, Inc. Restated 1993 Stock Award and Incentive Plan. (20)

    10.30  Form of Treasure Chest Advertising Company, Inc.'s Supplemental Executive Retirement Plan, effective
           January 1, 1994. (5)

    10.31  Registration Rights Agreement, dated as of August 12, 1993, by and among BFP Holdings Corp., each of
           the purchasers listed on Schedule 1 thereto, Theodore Ammon, Berenson Minella & Company, and each other
           purchaser who executed the agreement ("Registration Rights Agreement"). (5)

    10.32  Amendment to Registration Rights Agreement, dated as of April 27, 1994, by and among BFP Holdings
           Corp., each of the purchasers listed on Schedule 1 thereto, Theodore Ammon, Berenson Minella & Company,
           and each other purchaser who executed the agreement. (5)

    10.33  Boca Raton Letter Agreement, dated May 10, 1993, by and among Robert E. Milhous, Paul B. Milhous, Big
           Flower Press, Inc. and Treasure Chest Advertising Company, Inc. (1)

    10.34  Ink Supply Requirements Agreement, dated as of July 31, 1993, between Treasure Chest Advertising
           Company, Inc. and Marpax, Inc. (the "Ink Supply Agreement"). (6)

    10.35  Amendment to Ink Supply Agreement, dated as of July 1, 1997. (22) +

    10.36  Master Lease Agreement, dated December 21, 1993, between (TB Associates, Inc. and Chase Equipment
           Leasing, Inc. (5)

    10.37  Master Lease Agreement No. Atel/Trea3, dated as of August 31, 1993, between ATEL Financial Corporation
           and Treasure Chest Advertising Company, Inc. (5)

    10.38  Master Lease, dated as of July 7, 1993, between General Electric Capital Corporation and Treasure Chest
           Advertising Company, Inc. (5)
</TABLE>



                                      II-5

<PAGE>

<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                                   DESCRIPTION
- ---------  -------------------------------------------------------------------------------------------------------
<C>        <S>
    10.39  Master Lease, dated as of December 28, 1992, between ITT Capital Finance division of ITT Commercial
           Finance Corp. and Treasure Chest Advertising Company, Inc. (7)

    10.40  Master Equipment Lease Agreement, dated as of July 28, 1992, between AT&T Commercial Finance
           Corporation and Treasure Chest Advertising Company, Inc. (5)

    10.41  Master Lease Agreement, dated June 22, 1990, between (TB Associates, Inc. and Chase Lincoln Lease/Way,
           Inc. (5)

    10.42  Master Lease Agreement, dated May 16, 1991, between KTB Associates, Inc. and Chase Lincoln Lease/Way,
           Inc. (5)

    10.43  Master Lease, dated as of June 21, 1991 (and as amended through 08/31/93), between The CIT
           Group/Equipment Financing, Inc. and Treasure Chest Advertising Company, Inc. (5)

    10.44  Third Amendment and Consent to the Credit Agreement, dated as of February 23, 1999. (25)

    10.45  Amendment to the Angelson Agreement, effective March 29, 1999, by and between Mark A. Angelson, Big
           Flower Press Holdings, Inc. and Treasure Chest Advertising Company, Inc. (25)

  **12.1   Computation of Ratio of Earnings to Fixed Charges and Preferred Stock Dividends.

    21.1   Subsidiaries of Big Flower Holdings, Inc. (25)

  **23.1   Consent of Deloitte & Touche LLP.

    23.2   Consent of Irene B. Fisher (included in Exhibit 5.1).

    23.3   Consent of Sullivan & Cromwell (included in Exhibit 8.1).

    24.1   Power of Attorney of directors of Big Flower Holdings, Inc. (included in the signature page of this
           Registration Statement).

  **99.1   Form of Proxy Card of Big Flower Holdings, Inc.

   *99.2   Consent of Robert M. Kimmitt.

   *99.3   Consent of Newton N. Minow.
</TABLE>


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

*   To be filed by amendment.

**  Filed herewith.

+  Confidential treatment has been granted for portions of this exhibit.

(1) Incorporated by reference to TCA Holdings Corp. Form 5-1, filed on May 26,
    1993 (File # 33-63392).

(2) Incorporated by reference to Big Flower Press, Inc. Amendment No. 3 to the
    Form 5-1, filed on August 4, 1993 (File # 33-63392).

(3) Incorporated by reference to Big Flower Press, Inc. Form 8-K, dated as of
    January 24, 1994 (File # 33-63392).

(4) Incorporated by reference to Big Flower Press, Inc. Form 8-K, dated as of
    April 27, 1994 (File # 33-63392).

(5) Incorporated by reference to BFP Holdings Corp. Form 5-1, filed on May 26,
    1994 (File # 33-79406).

(6) Incorporated by reference to Big Flower Press, Inc. Amendment No. 2 to the
    Form 5-1, filed on July 19, 1993 (File # 33-63392).

(7) Incorporated by reference to Big Flower Press Holdings, Inc. Form 5-1, filed
    on September 19, 1995 (File # 33-97082).

(8) Incorporated by reference to Big Flower Press Holdings, Inc. Form 10-Q for
    the quarterly period ended December 31, 1995 (File # 1-14084).

                                      II-6
<PAGE>
(9) Incorporated by reference to Big Flower Press Holdings, Inc. Form 10-Q filed
    on May 15, 1996 (Accession # 0000912057-96-009947).

(10) Incorporated by reference to Big Flower Press Holdings, Inc. Form 10-K for
    the transition period from July 1, 1995 to December 31, 1995 (File #
    1-14084).

(11) Incorporated by reference to Annex I to the Proxy Statement/Prospectus
    dated September 6, 1996, forming part of the Registration Statement on Form
    S-4 (Registration No. 333-11225) of Big Flower Press Holdings, Inc.

(12) Incorporated by reference to Big Flower Press Holdings, Inc. Form 8-K,
    dated October 1, 1996 (File # 1-14084).

(13) Incorporated by reference to Big Flower Holdings, Inc. Form 10-0 for the
    quarterly period ended September 30, 1997 (File # 0-29474).

(14) Incorporated by reference to Big Flower Press Holdings, Inc. Current Report
    on Form 8-K, dated September 18, 1997 (File # 1-14084).

(15) Incorporated by reference to Big Flower Press Holdings, Inc. Current Report
    on Form 8-K, dated October 15, 1997 (File # 1-14084).

(16) Incorporated by reference to Big Flower Holdings, Inc. Current Report on
    Form 8-K, dated October 31, 1997 (File # 0-29474).

(17) Incorporated by reference to Big Flower Holdings, Inc. Registration
    Statement on Form S-8 and Post-Effective Amendment No. 1 to Registration
    Statement No. 333-2152, filed on November 4, 1997 (File # 1-14084).

(18) Incorporated by reference to Big Flower Press Holdings, Inc. Registration
    Statement on Form S-4 (Registration No. 333-32141).

(19) Incorporated by reference to Big Flower Press Holdings, Inc. Form 10-K for
    the fiscal year ended December 31, 1996 (File # 1-14084).

(20) Incorporated by reference to Big Flower Press Holdings, Inc. Notice of
    Annual Meeting of Stockholders and Proxy Statement, dated May 13, 1997 (File
    U 1-14084).

(21) Incorporated by reference to Big Flower Holdings, Inc. Quarterly Report on
    Form 10-0 for the quarter ended June 30, 1998 (File U 0-29474).

(22) Incorporated by reference to Big Flower Holdings, Inc. Form 10-K for the
    fiscal year ended December 31, 1997 (File U 0-29474).

(23) Incorporated by reference to Big Flower Holdings, Inc. Current Report on
    Form 8-K, dated March 13, 1998 (File U 0-29474).

(24) Incorporated by reference to Big Flower Holdings, Inc. Current Report on
    Form 8-K, dated January 4, 1999 (File # 0-29474).

(25) Incorporated by reference to Big Flower Holdings, Inc. Annual Report on
    Form 10-K for the fiscal year ended December 31, 1998 (File # 001-14084).

ITEM 22. UNDERTAKINGS.

    (a) The undersigned Registrant hereby undertakes:

        (1) To file, during any period in which offers or sales are being made,
    a post-effective amendment to this Registration Statement:

           (i) To include any prospectus required by Section 10(a)(3) of the
       Securities Act of 1933;

           (ii) To reflect in the prospectus any facts or events arising after
       the effective date of the Registration Statement (or the most recent
       post-effective amendment thereof) which, individually or in the
       aggregate, represent a fundamental change in the information set forth in
       the Registration Statement. Notwithstanding the foregoing, any increase
       or decrease in volume of securities offered (if the total dollar value of
       securities offered would not exceed that which was registered) and any
       deviation from the low or high end of the estimated maximum offering
       range may be reflected in the form of prospectus filed with the
       Securities

                                      II-7
<PAGE>
       and Exchange Commission pursuant to Rule 424(b) if, in the aggregate, the
       changes in volume and price represent no more than 20 percent change in
       the maximum aggregate offering price set forth in the "Calculation of
       Registration Fee" table in the effective registration statement; and

           (iii) To include any material information with respect to the plan of
       distribution not previously disclosed in the Registration Statement or
       any material change to such information in the Registration Statement.

    PROVIDED, HOWEVER, that paragraphs (a)(1)(i) and (a)(1)(ii) do not apply if
    the Registration Statement is on Form S-3, Form S-8 or Form F-3, and the
    information required to be included in a post-effective amendment by those
    paragraphs is contained in periodic reports filed with or furnished to the
    Securities and Exchange Commission by the registrant pursuant to Section 13
    or 15(d) of the Securities Exchange Act of 1934 that are incorporated by
    reference in the Registration Statement.

        (2) That, for the purpose of determining any liability under the
    Securities Act of 1933, each such post-effective amendment shall be deemed
    to be a new registration statement relating to the securities offered
    therein, and the offering of such securities at that time shall be deemed to
    be the initial BONA FIDE offering thereof.

        (3) To remove from registration by means of a post-effective amendment
    any of the securities being registered which remain unsold at the
    termination of the offering;

    (b) The undersigned registrant hereby undertakes that, for purposes of
determining any liability under the Securities Act of 1933, each filing of the
Registrant's annual report pursuant to Section 13(a) or 15(d) of the Securities
Exchange Act of 1934 that is incorporated by reference in the Registration
Statement shall be deemed to be a new registration statement relating to the
securities offered therein, and the offering of such securities at that time
shall be deemed to be the initial BONA FIDE offering thereof.

    (c)(1) The undersigned registrant undertakes as follows: that prior to any
public reoffering of the securities registered hereunder through use of a
prospectus which is a part of this Registration Statement, by any person or
party who is deemed to be an underwriter within the meaning of Rule 145(c), the
issuer undertakes that such reoffering prospectus will contain the information
called for by the applicable registration form with respect to reofferings by
persons who may be deemed underwriters, in addition to the information called
for by the other items of the applicable form.

        (2) The undersigned registrant hereby undertakes that every prospectus
    (i) that is filed pursuant to paragraph (1) immediately preceding, or (ii)
    that purports to meet the requirements of Section 10(a)(3) of the Securities
    Act of 1933 and is used in connection with an offering of securities subject
    to Rule 415, will be filed as a part of an amendment to the Registration
    Statement and will not be used until such amendment is effective, and that,
    for purposes of determining any liability under the Securities Act of 1933,
    each such post-effective amendment shall be deemed to be a new registration
    statement relating to the securities offered therein, and the offering of
    such securities at that time will be deemed to be the initial BONA FIDE
    offering thereof.

    (d) Insofar as indemnification for liabilities arising under the Securities
Act of 1933 may be permitted to directors, officers and controlling persons of
the registrant pursuant to the foregoing provisions, or otherwise, the
registrant has been advised that in the opinion of the Securities and Exchange
Commission such indemnification is against public policy as expressed in the
Securities Act of 1933 and is, therefore, unenforceable. In the event that a
claim for indemnification against such liabilities (other than the payment by
the registrant of expenses incurred or paid by a director, officer or
controlling person of the registrant in the successful defense of any action,
suit or proceeding) is

                                      II-8
<PAGE>
asserted by such director, officer or controlling person in connection with the
securities being registered, the registrant will, unless in the opinion of its
counsel the matter has been settled by controlling precedent, submit to a court
of appropriate jurisdiction the question whether such indemnification by it is
against public policy as expressed in the Securities Act of 1933 and will be
governed by the final adjudication of such issue.

    (e) The undersigned registrant hereby undertakes to respond to requests for
information that is incorporated by reference into the prospectus pursuant to
Item 4, 10(b), 11 or 13 of this form, within one business day of receipt of such
request, and to send the incorporated documents by first class mail or other
equally prompt means. This includes information contained in documents filed
subsequent to the effective date of the registration statement through the date
of responding to the request.

    (f) The undersigned registrant hereby undertakes to supply by means of a
post-effective amendment all information concerning a transaction, and the
company being acquired involved therein, that was not the subject of and
included in the registration statement when it became effective.

                                      II-9
<PAGE>
                                   SIGNATURES


    Pursuant to the requirements of the Securities Act of 1933, the registrant
certifies that it has reasonable grounds to believe that it meets all of the
requirements for filing on Form S-4 and has duly caused this Registration
Statement to be signed on its behalf by the undersigned, thereunto duly
authorized, in the city of New York, State of New York on the 1st day of
September, 1999.


                                BIG FLOWER HOLDINGS, INC.

                                By:            /s/ R. THEODORE AMMON
                                     -----------------------------------------
                                                 R. Theodore Ammon
                                               CHAIRMAN OF THE BOARD

                               POWER OF ATTORNEY

    Each of the undersigned hereby constitutes and appoints R. Theodore Ammon
and Edward T. Reilly his true and lawful attorney-in-fact, with power of
substitution, in his name, place and stead, in any and all capacities, to sign
any or all amendments, including post-effective amendments, and supplements to
this Registration Statement, and to file the same, with all exhibits thereto and
other documents in connection therewith, with the Securities and Exchange
Commission, hereby ratifying and confirming all that said attorney-in-fact, or
his substitute or substitutes, may lawfully do or cause to be done by virtue
hereof.

    Pursuant to the requirements of the Securities Act of 1933, this
Registration Statement has been signed below by the following persons in the
capacities and on the date indicated.


<TABLE>
<CAPTION>
          SIGNATURE                       TITLE                    DATE
- ------------------------------  --------------------------  -------------------

<C>                             <S>                         <C>
    /s/ R. THEODORE AMMON       Chairman and Director
- ------------------------------    (Principal Executive       September 1, 1999
      R. Theodore Ammon           Officer)

     /s/ EDWARD T. REILLY
- ------------------------------  President, Chief Executive   September 1, 1999
       Edward T. Reilly           Officer and Director

                                Executive Vice President
    /s/ RICHARD L. RITCHIE        and Chief Financial
- ------------------------------    Officer (Principal         September 1, 1999
      Richard L. Ritchie          Financial and Accounting
                                  Officer)

    /s/ PETER G. DIAMANDIS
- ------------------------------  Director                     September 1, 1999
      Peter G. Diamandis

    /s/ ROBERT M. KIMMITT
- ------------------------------  Director                     September 1, 1999
      Robert M. Kimmitt

      /s/ JOAN D. MANLEY
- ------------------------------  Director                     September 1, 1999
        Joan D. Manley

     /s/ NEWTON N. MINOW
- ------------------------------  Director                     September 1, 1999
       Newton N. Minow
</TABLE>


                                     II-10
<PAGE>
                                 EXHIBIT INDEX


<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                               DESCRIPTION                                              PAGE
- ---------  -----------------------------------------------------------------------------------------------  ---------
<C>        <S>                                                                                              <C>
     2.1   Agreement and Plan of Merger, dated as of June 29, 1999, between Big Flower Holdings, Inc. and
             BFH Merger Corp. (included as Appendix A to the Proxy Statement/Prospectus contained in this
             Registration Statement).

     3.1   Restated Certificate of Incorporation of Big Flower Holdings, Inc., effective October 20, 1997.
             (17)

     3.2   Amended and Restated Bylaws of Big Flower Holdings, Inc., effective October 20, 1997. (17)

     3.3   Certificate of Designation, Preferences and Rights of Series A Junior Preferred Stock of Big
             Flower Holdings, Inc. (17)

     3.4   Amendments to the Restated Certificate of Incorporation of Big Flower Holdings, Inc. (included
             as Schedule 1.04(a) to the Agreement and Plan of Merger filed as Exhibit 2.1 to this
             Registration Statement).

     3.5   Amendments to the Amended and Restated Bylaws of Big Flower Holdings, Inc. (included as
             Schedule 1.04(b) to the Agreement and Plan of Merger filed as Exhibit 2.1 to this
             Registration Statement).

     4.1   Rights Agreement, dated as of November 28, 1995, between Big Flower Holdings, Inc. and The Bank
             of New York, as Rights Agent. (17)

     4.2   Amendment to Rights Agreement, dated as of June 29, 1999, between Big Flower Holdings, Inc. and
             The Bank of New York, as Rights Agent.

     4.3   Indenture, dated as of June 20, 1997, between Big Flower Press Holdings, Inc. and State Street
             Bank and Trust Company (as successor in interest to Fleet National Bank), as Trustee,
             relating to the 8 7/8% Senior Subordinated Notes due 2007. (18)

     4.4   Registration Rights Agreement, dated as of June 20, 1997, between Big Flower Press Holdings,
             Inc. and BT Securities Corporation, Credit Suisse First Boston and Goldman, Sachs & Co. (18)

     4.5   Amended and Restated Trust Agreement, dated as of October 14, 1997, among (i) Big Flower
             Holdings, Inc., (ii) The Bank of New York as property trustee, (iii) The Bank of New York
             (Delaware), as Delaware trustee and (iv) Mark A. Angelson and Richard L. Ritchie, as
             Administrative Trustees, relating to the Preferred Securities of Big Flower Trust I. (13)

     4.6   Guarantee Agreement, dated as of October 20, 1997, between Big Flower Holdings, Inc., and The
             Bank of New York, as Guarantee Trustee, relating to the Preferred Securities of Big Flower
             Trust I. (13)

     4.7   Indenture dated as of October 20, 1997, between Big Flower Holdings, Inc. and The Bank of New
             York, as Trustee, relating to the 6% Convertible Subordinated Debentures due October 15,
             2027, of Big Flower Holdings, Inc., issued to Big Flower Trust I. (13)

     4.8   First Supplemental Indenture, dated as of June 25, 1999 between Big Flower Holdings, Inc. and
             The Bank of New York, as Trustee.

     4.9   Registration Rights Agreement, dated as of October 20, 1997, among Big Flower Trust I, Big
             Flower Holdings, Inc. and Goldman, Sachs & Co., on behalf of the purchasers listed therein.
             (13)

     4.10  Indenture, dated as of December 9, 1998, between Big Flower Press Holdings, Inc. and State
             Street Bank and Trust Company, as Trustee, relating to the 8 5/8% Senior Subordinated Notes
             due 2008. (25)
</TABLE>

<PAGE>

<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                               DESCRIPTION                                              PAGE
- ---------  -----------------------------------------------------------------------------------------------  ---------
<C>        <S>                                                                                              <C>
     4.11  Registration Rights Agreement, dated as of December 9, 1998, among Big Flower Press Holdings,
             Inc., BT Alex. Brown Incorporated, Chase Securities Inc. and Goldman, Sachs & Co. (25)

     4.12  Terms of paid-in-kind preferred stock to be issued in connection with the Agreement and Plan of
             Merger (included as Schedule 2.01(c)(i)(B)(1) to the Agreement and Plan of Merger filed as
             Exhibit 2.1 to this Registration Statement).

     4.13  Terms of warrants to be issued in connection with the Agreement and Plan of Merger (included as
             Schedule 2.01(c)(i)(B)(2) to the Agreement and Plan of Merger filed as Exhibit 2.1 to this
             Registration Statement).

   **5.1   Opinion of Irene B. Fisher regarding legality of the securities being registered.

   **8.1   Opinion of Sullivan & Cromwell regarding certain United States federal income tax consequences
             of the merger.

    10.1   Amended and Restated Credit Agreement, dated as of June 22, 1998, among Big Flower Holdings,
             Inc., Big Flower Press Holdings, Inc., certain subsidiaries of Big Flower named therein, the
             Banks from time to time party thereto, Bank of America NT & SA and The Industrial Bank of
             Japan, Limited, as Co Agents, Credit Suisse First Boston, as Documentation Agent, and Bankers
             Trust Company, as Administrative Agent (the "Credit Agreement"). (21)

    10.2   First Amendment and Consent to the Credit Agreement, dated as of November 10, 1998. (25)

    10.3   Second Amendment and Consent to the Credit Agreement, dated as of
             November 24, 1998. (25)

    10.4   Certificate Purchase Agreement (Series 1996-1), dated as of March 19, 1996, by BFP Receivables
             Corporation, Big Flower Press Holdings, Inc., the Purchasers described therein, Credit
             Suisse, as Co-Agent, and Bankers Trust Company, as Agent. (9)

    10.5   Receivables Purchase Agreement, dated as of March 19, 1996, as amended as of April 25, 1996,
             June 10, 1996 and September 24, 1996 (the "Receivables Purchase Agreement"), among Big Flower
             Press Holdings, Inc., as initial Servicer, certain subsidiaries of Big Flower Press Holdings,
             Inc., as Sellers, and BFP Receivables Corporation, as Buyer. (19)

    10.6   Amendment to the Receivables Purchase Agreement, dated January 31, 1997. (19)

    10.7   Big Flower Receivables Master Trust Pooling and Servicing Agreement, dated as of March 19,
             1996, as amended as of April 25, 1996, June 10, 1996 and September 24, 1996, among BFP
             Receivables Corporation, as Transferor, Big Flower Press Holdings, Inc., as Servicer, and
             Manufacturers and Traders Trust Company, as Trustee (the "Pooling and Servicing Agreement").
             (19)

    10.8   Series 1996-2 Supplement to the Pooling and Servicing Agreement, dated as of October 4, 1996,
             among BFP Receivables Corporation, as Transferor, Big Flower Press Holdings, Inc., as
             Servicer, and Manufacturers and Traders Trust Company, as Trustee. (19)

    10.9   Series 1996-3 Supplement to the Pooling and Servicing Agreement, dated as of October 4, 1996,
             among BFP Receivables Corporation, as Transferor, Big Flower Press Holdings, Inc., as
             Servicer, and Manufacturers and Traders Trust Company, as Trustee. (19)

    10.10  Purchase Agreement (Series 1996-2), dated September 25, 1996, among Big Flower Press Holdings,
             Inc., BFP Receivables Corporation, BT Securities Corporation, Bankers Trust International
             PLC, and CS First Boston Corporation. (19)
</TABLE>

<PAGE>
<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                               DESCRIPTION                                              PAGE
- ---------  -----------------------------------------------------------------------------------------------  ---------
<C>        <S>                                                                                              <C>
    10.11  Certificate Purchase Agreement (Series 1996-3), dated as of October 4, 1996, among BFP
             Receivables Corporation, Big Flower Press Holdings, Inc., the purchasers described therein,
             and Caisse Nationale de Credit Agricole, as Agent. (19)

    10.12  Non-Competition Agreement, dated November 27, 1995, between Big Flower Press Holdings, Inc. and
             Brian Mason. (8)

    10.13  Non-Competition Agreement, dated as of April 27, 1994, by and among Lee A. Thompson, BFP
             Holdings Corp., Treasure Chest Advertising Company, Inc. and Retail Graphics Holding Company.
             (5)

    10.14  Non-Competition Agreement, dated as of April 27, 1994, by and among John G. Brown, BFP Holdings
             Corp., Treasure Chest Advertising Company, Inc. and Retail Graphics Holding Company. (5)

    10.15  Non-Competition Agreement, dated as of April 27, 1994, by and among Thomas G. Hansen, BFP
             Holdings Corp., Treasure Chest Advertising Company, Inc. and Retail Graphics Holding Company.
             (5)

    10.16  Non-Competition Agreement, dated as of April 27, 1994, by and among Gary W. Pestello, BFP
             Holdings Corp., Treasure Chest Advertising Company, Inc. and Retail Graphics Holding Company.
             (5)

    10.17  Non-Competition Agreement, dated April 27, 1994, by and between Brian T. Clemente and Treasure
             Chest Advertising Company, Inc. (19)

    10.18  Non-Competition Agreement, dated August 5, 1993, by and among Big Flower Press, Inc., Robert E.
             Milhous and Paul B. Milhous, together with assignment to Treasure Chest Advertising Company,
             Inc. (10)

    10.19  Employment Agreement (the "Angelson Agreement"), effective March 21, 1996, by and between Mark
             A. Angelson, Big Flower Press Holdings, Inc. and Treasure Chest Advertising Company, Inc. (9)

   *10.20  Amendment to the Angelson Agreement, dated June 24, 1999.

    10.21  Employment Agreement, effective March 29, 1996, by and among Edward T. Reilly, Big Flower Press
             Holdings, Inc. and Treasure Chest Advertising Company, Inc. (9)

    10.22  Employment Agreement, dated January 1, 1998, by and between Laser Tech Color, Inc. and Damien
             Gough. (25)

    10.23  Employment Agreement, dated November 20, 1995, by and between Big Flower Press Holdings, Inc.,
             Treasure Chest Advertising Company, Inc. and R. Theodore Ammon. (8)

    10.24  Executive Change in Control Severance Agreement, dated January 6, 1997, by and between Big
             Flower Press Holdings, Inc. and Richard L. Ritchie. (19)

    10.25  Letter Agreement, dated December 12, 1996, by and between Big Flower Press Holdings, Inc. and
             Richard L. Ritchie. (19)

    10.26  Employment Agreement, dated April 27, 1994, between Treasure Chest Advertising Company, Inc.
             and Thomas R. Clemente. (5)

    10.27  Employment Agreement, dated April 27, 1994, between Treasure Chest Advertising Company, Inc.
             and Joseph T. Clemente. (5)

    10.28  Employment Agreement, dated April 27, 1994, between Treasure Chest Advertising Company, Inc.
             and Kevin Clemente. (5)

    10.29  Big Flower Holdings, Inc. Restated 1993 Stock Award and Incentive Plan. (20)

    10.30  Form of Treasure Chest Advertising Company, Inc.'s Supplemental Executive Retirement Plan,
             effective January 1, 1994. (5)
</TABLE>
<PAGE>

<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                               DESCRIPTION                                              PAGE
- ---------  -----------------------------------------------------------------------------------------------  ---------
<C>        <S>                                                                                              <C>
    10.31  Registration Rights Agreement, dated as of August 12, 1993, by and among BFP Holdings Corp.,
             each of the purchasers listed on Schedule 1 thereto, Theodore Ammon, Berenson Minella &
             Company, and each other purchaser who executed the agreement ("Registration Rights
             Agreement"). (5)

    10.32  Amendment to Registration Rights Agreement, dated as of April 27, 1994, by and among BFP
             Holdings Corp., each of the purchasers listed on Schedule 1 thereto, Theodore Ammon, Berenson
             Minella & Company, and each other purchaser who executed the agreement. (5)

    10.33  Boca Raton Letter Agreement, dated May 10, 1993, by and among Robert E. Milhous, Paul B.
             Milhous, Big Flower Press, Inc. and Treasure Chest Advertising Company, Inc. (1)

    10.34  Ink Supply Requirements Agreement, dated as of July 31, 1993, between Treasure Chest
             Advertising Company, Inc. and Marpax, Inc. (the "Ink Supply Agreement"). (6)

    10.35  Amendment to Ink Supply Agreement, dated as of July 1, 1997. (22) +

    10.36  Master Lease Agreement, dated December 21, 1993, between (TB Associates, Inc. and Chase
             Equipment Leasing, Inc. (5)

    10.37  Master Lease Agreement No. Atel/Trea3, dated as of August 31, 1993, between ATEL Financial
             Corporation and Treasure Chest Advertising Company, Inc. (5)

    10.38  Master Lease, dated as of July 7, 1993, between General Electric Capital Corporation and
             Treasure Chest Advertising Company, Inc. (5)

    10.39  Master Lease, dated as of December 28, 1992, between ITT Capital Finance division of ITT
             Commercial Finance Corp. and Treasure Chest Advertising Company, Inc. (7)

    10.40  Master Equipment Lease Agreement, dated as of July 28, 1992, between AT&T Commercial Finance
             Corporation and Treasure Chest Advertising Company, Inc. (5)

    10.41  Master Lease Agreement, dated June 22, 1990, between (TB Associates, Inc. and Chase Lincoln
             Lease/Way, Inc. (5)

    10.42  Master Lease Agreement, dated May 16, 1991, between KTB Associates, Inc. and Chase Lincoln
             Lease/Way, Inc. 10.43 (5)

    10.43  Master Lease, dated as of June 21, 1991 (and as amended through 08/31/93), between The CIT
             Group/Equipment Financing, Inc. and Treasure Chest Advertising Company, Inc. (5)

    10.44  Third Amendment and Consent to the Credit Agreement, dated as of February 23, 1999. (25)

    10.45  Amendment to the Angelson Agreement, effective March 29, 1999, by and between Mark A. Angelson,
             Big Flower Press Holdings, Inc. and Treasure Chest Advertising Company, Inc. (25)

  **12.1   Computation of Ratio of Earnings to Fixed Charges and Preferred Stock Dividends.

    21.1   Subsidiaries of Big Flower Holdings, Inc. (25)

  **23.1   Consent of Deloitte & Touche LLP.

    23.2   Consent of Irene B. Fisher (included in Exhibit 5.1).

    23.3   Consent of Sullivan & Cromwell (included in Exhibit 8.1).
</TABLE>

<PAGE>

<TABLE>
<CAPTION>
 EXHIBIT
   NO.                                               DESCRIPTION                                              PAGE
- ---------  -----------------------------------------------------------------------------------------------  ---------
<C>        <S>                                                                                              <C>
    24.1   Power of Attorney of directors of Big Flower Holdings, Inc. (included in the signature page of
             this Registration Statement).

  **99.1   Form of Proxy Card of Big Flower Holdings, Inc.

   *99.2   Consent of Robert M. Kimmitt.

   *99.3   Consent of Newton N. Minow.
</TABLE>


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

*   To be filed by amendment.

**  Filed herewith.

+  Confidential treatment has been granted for portions of this exhibit.

(1) Incorporated by reference to TCA Holdings Corp. Form 5-1, filed on May 26,
    1993 (File # 33-63392).

(2) Incorporated by reference to Big Flower Press, Inc. Amendment No. 3 to the
    Form 5-1, filed on August 4, 1993 (File # 33-63392).

(3) Incorporated by reference to Big Flower Press, Inc. Form 8-K, dated as of
    January 24, 1994 (File # 33-63392).

(4) Incorporated by reference to Big Flower Press, Inc. Form 8-K, dated as of
    April 27, 1994 (File # 33-63392).

(5) Incorporated by reference to BFP Holdings Corp. Form 5-1, filed on May 26,
    1994 (File # 33-79406).

(6) Incorporated by reference to Big Flower Press, Inc. Amendment No. 2 to the
    Form 5-1, filed on July 19, 1993 (File # 33-63392).

(7) Incorporated by reference to Big Flower Press Holdings, Inc. Form 5-1, filed
    on September 19, 1995 (File # 33-97082).

(8) Incorporated by reference to Big Flower Press Holdings, Inc. Form 10-Q for
    the quarterly period ended December 31, 1995 (File # 1-14084).

(9) Incorporated by reference to Big Flower Press Holdings, Inc. Form 10-Q filed
    on May 15, 1996 (Accession # 0000912057-96-009947).

(10) Incorporated by reference to Big Flower Press Holdings, Inc. Form 10-K for
    the transition period from July 1, 1995 to December 31, 1995 (File #
    1-14084).

(11) Incorporated by reference to Annex I to the Proxy Statement/Prospectus
    dated September 6, 1996, forming part of the Registration Statement on Form
    S-4 (Registration No. 333-11225) of Big Flower Press Holdings, Inc.

(12) Incorporated by reference to Big Flower Press Holdings, Inc. Form 8-K,
    dated October 1, 1996 (File # 1-14084).

(13) Incorporated by reference to Big Flower Holdings, Inc. Form 10-0 for the
    quarterly period ended September 30, 1997 (File # 0-29474).

(14) Incorporated by reference to Big Flower Press Holdings, Inc. Current Report
    on Form 8-K, dated September 18, 1997 (File # 1-14084).

(15) Incorporated by reference to Big Flower Press Holdings, Inc. Current Report
    on Form 8-K, dated October 15, 1997 (File # 1-14084).

(16) Incorporated by reference to Big Flower Holdings, Inc. Current Report on
    Form 8-K, dated October 31, 1997 (File # 0-29474).

(17) Incorporated by reference to Big Flower Holdings, Inc. Registration
    Statement on Form S-8 and Post-Effective Amendment No. 1 to Registration
    Statement No. 333-2152, filed on November 4, 1997 (File # 1-14084).

(18) Incorporated by reference to Big Flower Press Holdings, Inc. Registration
    Statement on Form S-4 (Registration No. 333-32141).

(19) Incorporated by reference to Big Flower Press Holdings, Inc. Form 10-K for
    the fiscal year ended December 31, 1996 (File # 1-14084).
<PAGE>
(20) Incorporated by reference to Big Flower Press Holdings, Inc. Notice of
    Annual Meeting of Stockholders and Proxy Statement, dated May 13, 1997 (File
    U 1-14084).

(21) Incorporated by reference to Big Flower Holdings, Inc. Quarterly Report on
    Form 10-0 for the quarter ended June 30, 1998 (File U 0-29474).

(22) Incorporated by reference to Big Flower Holdings, Inc. Form 10-K for the
    fiscal year ended December 31, 1997 (File U 0-29474).

(23) Incorporated by reference to Big Flower Holdings, Inc. Current Report on
    Form 8-K, dated March 13, 1998 (File U 0-29474).

(24) Incorporated by reference to Big Flower Holdings, Inc. Current Report on
    Form 8-K, dated January 4, 1999 (File # 0-29474).

(25) Incorporated by reference to Big Flower Holdings, Inc. Annual Report on
    Form 10-K for the fiscal year ended December 31, 1998 (File # 001-14084).

<PAGE>
                          [IRENE B. FISHER LETTERHEAD]

                                                                     EXHIBIT 5.1

                                                            , 1999

Big Flower Holdings, Inc.
3 East 54(th) Street
New York, New York 10022

             Re:  Big Flower Holdings, Inc.:
                  16,313,426 Shares of Paid-In-Kind Preferred Stock;
                  Warrants to Purchase 21,783,595 Shares of Common Stock;
                  16,313,426 10% Junior Subordinated Debentures due 2012
           ---------------------------------------------------------------------

Ladies and Gentlemen:


    I am Vice President and Associate General Counsel of Big Flower Holdings,
Inc., a Delaware corporation (the "Company"), and in my capacity as such have
represented (together with the Company's special counsel, Sullivan & Cromwell)
the Company in connection with the registration under the Securities Act of
1933, as amended, of (a) 16,313,426 shares of Paid-In-Kind Preferred Stock, par
value $0.01 per share (the "PIK Preferred Stock"), (b) warrants to purchase
21,783,595 shares of common stock, par value $0.01 per share, of the Company
(the "Warrants"), in each case that are to be issued in connection with the
Agreement and Plan of Merger, dated as of June 29, 1999, by and among the
Company and BFH Merger Corp. (as amended, the "Merger Agreement"), and (c)
16,313,426 10% Junior Subordinated Debentures due 2012 (the "Debentures")
issuable under an indenture to be entered into between the Company and The Bank
of New York, as trustee (the "Indenture"), upon the exchange of the PIK
Preferred Stock.


    In rendering the opinions expressed below, I have examined originals, or
copies certified to my satisfaction, of such corporate records of the Company
and its subsidiaries, agreements and other instruments, certificates of public
officials, certificates of officers of the Company and its subsidiaries or
representatives thereof, and other documents, and such questions of law, as I
have considered necessary or appropriate as a basis for the opinions hereinafter
expressed.

    Based on the foregoing, having regard to legal considerations I deem
relevant, and subject to the assumptions, exceptions and qualifications set
forth herein, I am of the opinion that,


1.  when the certificate of designation for the PIK Preferred Stock is filed
    with the Secretary of State of Delaware and becomes effective under the
    General Corporation Law of the State of Delaware, and assuming that the
    shareholders of the Company approve the Merger Agreement as is contemplated
    in the Registration Statement and that the warrant agreement pursuant to
    which the warrants will be issued has been duly executed and delivered, the
    shares of PIK Preferred Stock and the Warrants being issued by the Company
    will have been duly authorized and, when issued in accordance with the
    Merger Agreement, will be legally issued, fully paid and non-assessable, and



2.  when the Indenture has been duly executed and delivered and the Debentures
    have been issued, authenticated and delivered in accordance with the
    Indenture and exchanged for the PIK Preferred Stock as described in the
    Registration Statement, and assuming the actions described in paragraph 1
    above have been taken, the Debentures will be legally issued and will
    constitute valid and binding obligations of the Company enforceable in
    accordance with their terms and the terms of the Indenture, except as
    enforcement may be limited by bankruptcy, insolvency or other laws generally
    affecting the enforcement of creditors' rights, and by general principles of
    equity.



    I am admitted to the Bar of the State of New York, and I express no opinion
as to the laws of any jurisdiction other than the laws of the State of New York,
the General Corporation Law of the State of

<PAGE>

Delaware and the Federal laws of the United States of America. My opinions are
rendered only with respect to the laws, and the rules, regulations and orders
thereunder, which are in effect on the date hereof.



    I hereby consent to the filing of this opinion as an exhibit to the
Registration Statement on Form S-4 of the Company relating to the PIK Preferred
Stock, Warrants and Debentures. In giving such consent, I do not thereby admit
that I am in the category of persons whose consent is required under Section 7
of the Securities Act of 1933.


                                          Very truly yours,

IBF:lm

                                       2

<PAGE>
                                                                     EXHIBIT 8.1

                      [LETTERHEAD OF SULLIVAN & CROMWELL]

                                                                          , 1999

Big Flower Holdings, Inc.,
  3 East 54th Street,
    New York, New York 10022.

             Re:  Big Flower Holdings, Inc. - Registration
                  Statement (No.    -     ) on Form S-4
                  -----------------------------------------------------

Dear Sirs:

    We have acted as counsel to Big Flower Holdings, Inc. ("Big Flower") in
connection with the proposal to exchange each share of common stock of Big
Flower for cash, PIK preferred stock and warrants of Big Flower, as described in
the Registration Statement (No.    -     ) on Form S-4 (the "Registration
Statement") filed by the Company. We hereby confirm to you our opinion as set
forth in the Registration Statement under the caption "United States Federal
Income Tax Considerations."

    We hereby consent to the use of our name and the filing of this letter as an
exhibit to the Registration Statement. In giving such consent, we do not thereby
admit that we are in the category of persons whose consent is required under
Section 7 of the Securities Act of 1933.

                                          Very truly yours,

<PAGE>
                                                                    EXHIBIT 12.1

                           BIG FLOWER HOLDINGS, INC.
COMPUTATION OF RATIO OF EARNINGS TO FIXED CHARGES AND PREFERRED STOCK DIVIDENDS

<TABLE>
<CAPTION>
                                                              323 DAYS                 SIX MONTHS
                                                                ENDED     YEAR ENDED      ENDED     YEAR ENDED   YEAR ENDED
                                                               6/30/94      6/30/95     12/31/95     12/31/96     12/31/97
                                                             -----------  -----------  -----------  -----------  -----------
<S>                                                          <C>          <C>          <C>          <C>          <C>
                                                                                 (DOLLARS IN THOUSANDS)
FIXED CHARGES AND PREFERRED STOCK DIVIDENDS:
Interest expense...........................................   $  19,735    $  37,452    $  19,076    $  36,165    $  40,300
Amortization of deferred financing costs...................       1,936        3,437        1,594        1,802        1,696
Capitalized interest.......................................         260          295           --          168        1,463
Interest component of rent expense.........................       5,138        9,414        5,694       10,897       11,169
Preferred dividends of a subsidiary........................       1,913        2,444        1,068           --        1,340
                                                             -----------  -----------  -----------  -----------  -----------
Total fixed charges and preferred stock dividends..........      28,982       53,042       27,432       49,032       55,968
Less: Capitalized interest.................................         260          295           --          168        1,463
                                                             -----------  -----------  -----------  -----------  -----------
Adjusted fixed charges and preferred stock dividends.......   $  28,722    $  52,747    $  27,432    $  48,864    $  54,505
                                                             -----------  -----------  -----------  -----------  -----------
                                                             -----------  -----------  -----------  -----------  -----------
EARNINGS:
Income (loss) before income taxes and extraordinary item...   $    (549)   $   5,268    $  12,694    $   4,998    $ (11,626)
Adjusted fixed charges and preferred stock dividends.......      28,722       52,747       27,432       48,864       54,505
                                                             -----------  -----------  -----------  -----------  -----------
Adjusted earnings..........................................   $  28,173    $  58,015    $  40,126    $  53,862    $  42,879
                                                             -----------  -----------  -----------  -----------  -----------
                                                             -----------  -----------  -----------  -----------  -----------
Ratio of earnings to combined fixed charges and preferred
  dividends................................................         1.0          1.1          1.5          1.1          0.8
                                                             -----------  -----------  -----------  -----------  -----------
                                                             -----------  -----------  -----------  -----------  -----------

<CAPTION>
                                                                           SIX MONTHS     SIX MONTHS
                                                             YEAR ENDED       ENDED          ENDED
                                                              12/31/98       6/30/98        6/30/99
                                                             -----------  -------------  -------------
<S>                                                          <C>          <C>            <C>

FIXED CHARGES AND PREFERRED STOCK DIVIDENDS:
Interest expense...........................................   $  55,988     $  26,547      $  34,274
Amortization of deferred financing costs...................       1,902           855          1,462
Capitalized interest.......................................       1,430           712            875
Interest component of rent expense.........................      12,740         6,371          7,138
Preferred dividends of a subsidiary........................       6,900         3,450          3,400
                                                             -----------  -------------  -------------
Total fixed charges and preferred stock dividends..........      78,960        37,935         47,149
Less: Capitalized interest.................................       1,430           712            875
                                                             -----------  -------------  -------------
Adjusted fixed charges and preferred stock dividends.......   $  77,530     $  37,223      $  46,274
                                                             -----------  -------------  -------------
                                                             -----------  -------------  -------------
EARNINGS:
Income (loss) before income taxes and extraordinary item...   $  69,978     $  17,390      $  20,953
Adjusted fixed charges and preferred stock dividends.......      77,530        37,223         46,274
                                                             -----------  -------------  -------------
Adjusted earnings..........................................   $ 147,508     $  54,613      $  67,227
                                                             -----------  -------------  -------------
                                                             -----------  -------------  -------------
Ratio of earnings to combined fixed charges and preferred
  dividends................................................         1.9           1.5            1.5
                                                             -----------  -------------  -------------
                                                             -----------  -------------  -------------
</TABLE>


<PAGE>
                                                                    EXHIBIT 23.1

                         INDEPENDENT AUDITORS' CONSENT


    We consent to the incorporation by reference in this Amendment No. 1 to the
Registration Statement of Big Flower Holdings, Inc. on Form S-4 of our reports
dated February 8, 1999 appearing in the Annual Report on Form 10-K of Big Flower
Holdings, Inc. and Big Flower Press Holdings, Inc. for the year ended December
31, 1998 and to the reference to us under the heading "Experts" in the
Prospectus, which is part of this Registration Statement.


<TABLE>
<S>                                           <C>
                                              /s/ DELOITTE & TOUCHE LLP
                                              ------------------------------------
                                              Deloitte & Touche LLP
</TABLE>


New York, New York
September 1, 1999


<PAGE>
                              FOLD AND DETACH HERE

                           BIG FLOWER HOLDINGS, INC.
                               3 EAST 54TH STREET
                            NEW YORK, NEW YORK 10022
          THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS

    The undersigned hereby appoints Mark A. Angelson and Irene B. Fisher, and
each of them, with power of substitution, attorneys and proxies to represent and
vote all shares of Common Stock of Big Flower Holdings, Inc., (the "Company")
held of record by the undersigned on   -  , 1999, at the Annual Meeting of
Stockholders to be held on   -  , 1999 at   -  a.m. local time at  -  , and at
any adjournments, postponements, continuations or reschedulings thereof. The
undersigned hereby revokes any previous proxies with respect to the matters
covered in this proxy.
    The Board of Directors unanimously recommends that Big Flower Holdings, Inc.
stockholders vote for adoption of the Merger Agreement.
    This proxy, when properly executed, will be voted in the manner specified
below. If this card is properly executed but no vote is specified, this proxy
will be voted for adoption of the Merger Agreement.
    Please check the appropriate box on the voting card to RSVP your attendance
at the Annual Meeting on   -  , 1999 at   -  , a.m. or phone Big Flower Investor
Relations at (212) 521-1600.
    You can vote by completing, signing, dating and returning the enclosed proxy
card in the enclosed postage-paid envelope.

            Please mark your vote as indicated in this example:  [X]
BIG FLOWER HOLDINGS, INC.'S BOARD OF DIRECTORS UNANIMOUSLY RECOMMENDS A VOTE FOR
THE ELECTION OF THE NOMINEES NAMED BELOW AND FOR PROPOSALS 1 AND 3.

1.  Proposal to adopt the Agreement and Plan of Merger, dated as of July 29,
    1999, as amended on August 10, 1999 and on August 31, 1999, between Big
    Flower Holdings, Inc. and BFH Merger Corp.
            / /  FOR            / /  AGAINST            / /  ABSTAIN

<TABLE>
<S>  <C>                     <C>                             <C>                             <C>
2.   Election of Directors   FOR all nominees listed         WITHHOLD AUTHORITY              *Exceptions
                             below / /                       TO VOTE FOR ALL NOMINEES        / /
                                                             LISTED BELOW / /
Nominees: Robert M. Kimmett and Newton N. Minnow
(INSTRUCTIONS: TO WITHHOLD AUTHORITY TO VOTE FOR ANY INDIVIDUAL NOMINEE, MARK THE "EXCEP-
TIONS";       BOX AND WRITE THAT NOMINEE'S NAME IN THE SPACE PROVIDED BELOW.)
*Exceptions
</TABLE>

                          (continued on reverse side)
<PAGE>
                           BIG FLOWER HOLDINGS, INC.

3.  Proposal to ratify the appointment of Deloitte & Touche LLP as the Company's
    independent certified public accountants, as described in the Proxy
    Statement.
            / /  FOR            / /  AGAINST            / /  ABSTAIN

   In their discretion, the proxies are authorized to vote upon such other
    business as may properly come before the meeting or any adjournments,
    postponements, continuations or rescheduling thereof. However, no proxy that
    is voted against proposal 1, 2 or 3 will be voted in favor of adjournment,
    postponement, continuation or rescheduling of the meeting for the purpose of
    allowing additional time to solicit additional votes or proxies in favor of
    adoption of the merger agreement.

                                          This Proxy should bear your
                                          signature(s) exactly as your name(s)
                                          appear in the label to the left. When
                                          signing as attorney, executor,
                                          administrator, personal
                                          representative, trustee, guardian or
                                          corporate officer, please give full
                                          title. For joint accounts, each joint
                                          owner should sign.

                                          CHECK HERE IF YOU PLAN TO ATTEND THE
                                          MEETING: / /
                                          Dated: _________________________, 1999
                                          ______________________________________
                                          Signature(s)
                                          ______________________________________
                                          Signature(s)

Please sign, date and return this proxy in the enclosed postage prepaid
envelope.


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