BIG FLOWER HOLDINGS INC/
SC 13E3/A, 1999-11-30
COMMERCIAL PRINTING
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<PAGE>
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                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549
                           --------------------------

                                AMENDMENT NO. 4
                                     TO THE
                                 SCHEDULE 13E-3


                        RULE 13E-3 TRANSACTION STATEMENT

       (PURSUANT TO SECTION 13(E) OF THE SECURITIES EXCHANGE ACT OF 1934)
                           --------------------------

                           BIG FLOWER HOLDINGS, INC.

                              (NAME OF THE ISSUER)

<TABLE>
<S>                                                           <C>
                     R. THEODORE AMMON                                         EVERCORE PARTNERS L.L.C.
                      EDWARD T. REILLY                                       EVERCORE CAPITAL PARTNERS L.P.
                     RICHARD L. RITCHIE                                   EVERCORE CAPITAL PARTNERS (NQ) L.P.
                      BFH MERGER CORP.                              EVERCORE CAPITAL OFFSHORE PARTNERS L.P. (CAYMAN)
             THOMAS H. LEE EQUITY FUND IV, L.P.                                     EBF GROUP L.L.C.
                THL EQUITY ADVISORS IV, LLC                                    BIG FLOWER HOLDINGS, INC.
</TABLE>

                      (NAME OF PERSON(S) FILING STATEMENT)

                    COMMON STOCK, PAR VALUE $0.01 PER SHARE

                         (TITLE OF CLASS OF SECURITIES)

                                     089159

                     (CUSIP NUMBER OF CLASS OF SECURITIES)

<TABLE>
<S>                                 <C>                                      <C>
         MARK A. ANGELSON                      AUSTIN M. BEUTNER                        ANTHONY J. DINOVI
    BIG FLOWER HOLDINGS, INC.           EVERCORE CAPITAL PARTNERS L.P.                  BFH MERGER CORP.
        3 EAST 54TH STREET            EVERCORE CAPITAL PARTNERS (NQ) L.P.                 THOMAS H. LEE
     NEW YORK, NEW YORK 10022                  EVERCORE CAPITAL                       EQUITY FUND IV, L.P.
          (212) 521-1600                       OFFSHORE PARTNERS                           THL EQUITY
                                                 L.P. (CAYMAN)                          ADVISORS IV, LLC
                                               EBF GROUP L.L.C.                     C/O THOMAS H. LEE COMPANY
                                        65 EAST 55TH STREET, 33RD FLOOR            75 STATE STREET, SUITE 2600
                                           NEW YORK, NEW YORK 10022                BOSTON, MASSACHUSETTS 02109
                                                (212) 857-3100                           (617) 227-1050
</TABLE>

          (NAME, ADDRESS AND TELEPHONE NUMBER OF PERSON AUTHORIZED TO
  RECEIVE NOTICES AND COMMUNICATIONS ON BEHALF OF PERSON(S) FILING STATEMENT)

<TABLE>
<S>                                 <C>                                  <C>
                                                 COPIES TO:
        JOSEPH B. FRUMKIN                     THOMAS C. MAZZA                      ERIC L. COCHRAN
       SULLIVAN & CROMWELL                  DEWEY BALLANTINE LLP         SKADDEN, ARPS, SLATE, MEAGHER & FLOM
         125 BROAD STREET               1301 AVENUE OF THE AMERICAS                      LLP
     NEW YORK, NEW YORK 10004             NEW YORK, NEW YORK 10019                 919 THIRD AVENUE
          (212) 558-4000                       (212) 259-8000                  NEW YORK, NEW YORK 10022
                                                                                    (212) 735-3000
</TABLE>

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

    This statement is filed in connection with (check the appropriate box):

    /X/(a)The filing of solicitation materials or an information statement
       subject to Regulation 14A, Regulation 14C, or Rule 13e-3(c) under the
       Securities Exchange Act of 1934.

    / /(b)The filing of a registration statement under the Securities Exchange
       Act of 1933.

    / /(c)A tender offer.

    / /(d)None of the above.

Check the following box if the soliciting materials or information statement
referred to in checking box (a) are preliminary copies. / /

                           CALCULATION OF FILING FEE


<TABLE>
<CAPTION>
                TRANSACTION VALUATION*:                                     AMOUNT OF FILING FEE**:
<S>                                                      <C>
                    $703,958,613.28                                               $140,791.72
</TABLE>



*   For purposes of calculating fee only. This transaction applies to an
    aggregate of 22,639,875 shares of Big Flower common stock. The underlying
    value of the transaction of $703,958,613.28 has been calculated pursuant to
    Exchange Act Rule 0-11 by (a) multiplying $31.09375 (the average of the high
    and low prices of Big Flower common stock on November 24, 1999 on the New
    York Stock Exchange) by 22,639,875.


**  1/50 of 1% of Transaction Valuation, calculated in accordance with
    Rule 0-11 promulgated under the Securities Exchange Act of 1934, as amended.

/X/  CHECK BOX IF ANY PART OF THE FEE IS OFFSET AS PROVIDED BY RULE 0-11(A)(2)
    AND IDENTIFY THE FILING WITH WHICH THE OFFSETTING FEE WAS PREVIOUSLY PAID.
    IDENTIFY THE PREVIOUS FILING BY REGISTRATION STATEMENT NUMBER, OR THE FORM
    OR SCHEDULE AND THE DATE OF ITS FILING.

                  AMOUNT PREVIOUSLY PAID: __$152,974.73
                  FORM OR REGISTRATION NO.: FORM S-4 AND SCHEDULE 13E-3

                  FILING PARTY: BIG FLOWER HOLDINGS, INC.

                  DATE FILED: JULY 16, 1999

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<PAGE>
                                  INTRODUCTION

    This Rule 13e-3 transaction statement on Schedule 13E-3 is being filed with
the Securities and Exchange Commission (the "Commission") by Big Flower
Holdings, Inc. ("Big Flower"), BFH Merger Corp. ("BFH Merger Corp."), Thomas H.
Lee Equity Fund IV, L.P. ("THL Equity Fund IV"), THL Equity Advisors IV, LLC
("THL Advisors"), Evercore Partners L.L.C. ("Evercore Partners L.L.C."),
Evercore Capital Partners L.P. ("Evercore Capital Partners"), Evercore Capital
Partners (NQ) L.P. ("Evercore NQ"), Evercore Capital Offshore Partners L.P.
(Cayman) ("Evercore Offshore"), EBF Group L.L.C. ("EBF Group") and the following
executive officers and management directors of Big Flower: R. Theodore Ammon,
Edward T. Reilly and Richard L. Ritchie. This transaction statement relates to
the Amended and Restated Agreement and Plan of Merger, dated as of October 11,
1999 ("Merger Agreement"), between Big Flower and BFH Merger Corp., pursuant to
which BFH Merger Corp. will be merged with and into Big Flower, with Big Flower
as the surviving corporation. BFH Merger Corp. was formed by THL Equity Fund IV
and Evercore Capital Partners and their respective affiliates for the purpose of
consummating the merger.

    Under the terms, and subject to the conditions of the Merger Agreement, each
outstanding share of Big Flower common stock, par value $0.01 per share ("Big
Flower Common Stock"), other than shares held by Big Flower in its treasury or
by one of its subsidiaries, certain 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 $31.50 in cash.


    On October 25, 1999, Big Flower mailed to its stockholders and filed with
the Commission a definitive proxy statement on Schedule 14A (the "Proxy
Statement") relating to the annual meeting of stockholders of Big Flower. On
November 3, 1999, Big Flower mailed to its stockholders and filed with the
Commission a supplement to the Proxy Statement (the "Supplement") to provide
further information to Big Flower's stockholders regarding the merger and the
transactions related to the merger. A copy of the Proxy Statement is attached
hereto as Exhibit (d)(1), a copy of the Supplement is attached hereto as
Exhibit (d)(2) and a copy of the Merger Agreement is attached as Appendix A to
the Proxy Statement.



    At the Big Flower meeting held on November 23, 1999, the stockholders of Big
Flower voted upon and approved: the adoption of the Merger Agreement, the
election of two directors to the Big Flower board of directors, a proposal to
permit the proxies, in their discretion, to adjourn the meeting for the sole
purpose of soliciting more votes or proxies in favor of the Merger Agreement,
and the ratification of the appointment of Deloitte & Touche LLP as Big Flower's
independent certified public accountants.


    The Cross Reference Sheet herein is supplied pursuant to General Instruction
F to Schedule 13E-3 and shows the location in the Proxy Statement and Supplement
that responds to each item of this statement. The information in the Proxy
Statement and Supplement, including all exhibits thereto, is hereby expressly
incorporated by reference to this transaction statement, and the responses to
each item are qualified in their entirety by the provisions of the Proxy
Statement and Supplement. Capitalized terms used but not defined in this
statement shall have the meanings given to them in the Proxy Statement.

                                       2
<PAGE>
                             CROSS-REFERENCE SHEET

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
</TABLE>

ITEM 1. ISSUER AND CLASS OF SECURITY SUBJECT TO THE TRANSACTION.

<TABLE>
<S>                              <C>
(a)............................  Cover Page; "Description of Big Flower".

(b)............................  "Summary--The Big Flower Meeting"; "Market Price and
                                 Dividend Data--Number of Stockholders"; "The Big Flower
                                 Meeting--Voting".

(c)............................  "Special Factors--Effect of the Merger on Big Flower Capital
                                 Stock"; "Market Price and Dividend Data".

(d)............................  "Market Price and Dividend Data--Dividend Information".

(e)............................  "Market Price and Dividend Data".

(f)............................  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".
</TABLE>

ITEM 2. IDENTITY AND BACKGROUND.

    This Transaction Statement is being filed by the issuer of the class of
equity securities which is the subject of the Rule 13e-3 transaction, jointly
with BFH Merger Corp., Evercore Capital Partners, Evercore Partners L.L.C.,
Evercore NQ, Evercore Offshore, EBF Group, THL Equity Fund IV, THL Advisors, R.
Theodore Ammon, Edward T. Reilly and Richard L. Ritchie.

<TABLE>
<S>                              <C>
(a)--(d).......................  "Questions and Answers About the Merger"; "Description of
                                 Big Flower"; "Description of BFH Merger Corp.--Thomas H. Lee
                                 Equity Fund IV"; "Description of BFH Merger Corp.--Evercore
                                 Capital Partners"; 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".

(e)--(f).......................  None of the directors or executive officers of Big Flower,
                                 BFH Merger Corp., Evercore Capital Partners, Evercore
                                 Partners L.L.C., Evercore NQ, Evercore Offshore,
                                 EBF Group, THL Equity Fund IV or THL Advisors nor any of
                                 Thomas H. Lee, Roger C. Altman, Austin M. Beutner or David
                                 G. Offensend: (a) was, during the last five years, convicted
                                 in a criminal proceeding (excluding traffic violations or
                                 similar proceedings) or (b) was a party to a civil
                                 proceeding of a judicial or administrative body of competent
                                 jurisdiction and as a result of such proceeding was or is
                                 subject to a judgment, decree or final order enjoining
                                 further violations of, or prohibiting activities subject to,
                                 federal or state securities laws or finding any violation of
                                 such laws.
</TABLE>

                                       3
<PAGE>

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
</TABLE>

ITEM 2. IDENTITY AND BACKGROUND. (CONTINUED)

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
(g)............................  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>

ITEM 3. PAST CONTACTS, TRANSACTIONS OR NEGOTIATIONS.

<TABLE>
<S>                              <C>
(a)(1).........................  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".

(a)(2).........................  "Special Factors--Background of the Merger"; Supplement:
                                 "Background of the Merger".

(b)............................  "Special Factors--Conflicts of Interest of Certain Members
                                 of the Big Flower Board of Directors and Management";
                                 "Special Factors--Background of the Merger"; Supplement:
                                 "Background of the Merger".
</TABLE>

ITEM 4. TERMS OF THE TRANSACTION.

<TABLE>
<S>                              <C>
(a)............................  "Questions and Answers About the Merger"; "Summary";
                                 "Special Factors"; "The Merger Agreement"; "Description of
                                 Big Flower Capital Stock Following the Merger"; Appendix
                                 A--"Amended and Restated Agreement and Plan of Merger, dated
                                 as of October 11, 1999, between Big Flower Holdings, Inc.
                                 and BFH Merger Corp."; Supplement: "Additional Information
                                 Regarding the Rabbi Trust"; Supplement: "Additional
                                 Information Regarding Columbine JDS Systems and the Internet
                                 Investments".

(b)............................  "Questions and Answers About the Merger";
                                 "Summary--Conflicts of Interests of Management Members of
                                 the Big Flower Board and Management"; "Special
                                 Factors--Conflicts of Interest of Certain Members of the Big
                                 Flower Board of Directors and Management"; "The Merger
                                 Agreement--Consideration to Be Received in the Merger"; "The
                                 Merger Agreement--Covenants"; Supplement: "Additional
                                 Information Regarding the Rabbi Trust"; Supplement:
                                 "Additional Information Regarding Columbine JDS Systems and
                                 the Internet Investments".
</TABLE>

                                       4
<PAGE>

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
</TABLE>

ITEM 5. PLANS OR PROPOSALS OF THE ISSUER OR AFFILIATE.

<TABLE>
<S>                              <C>
(a)............................  "Summary"; "Special Factors--Background of the Merger";
                                 "Special Factors--Consequences of the Merger; Plans for Big
                                 Flower After the Merger"; "The Merger Agreement--Covenants;
                                 Columbine JDS Systems"; Appendix A--"Amended and Restated
                                 Agreement and Plan of Merger, dated as of October 11, 1999,
                                 between Big Flower Holdings, Inc. and BFH Merger Corp.";
                                 Supplement: "Additional Information Regarding Columbine JDS
                                 Systems and the Internet Investments"; Supplement:
                                 "Background of the Merger".

(b)............................  "Summary"; "Special Factors--Background of the Merger";
                                 "Special Factors--Consequences of the Merger; Plans for Big
                                 Flower After the Merger"; "The Merger Agreement--Covenants;
                                 Columbine JDS Systems"; "The Merger Agreement--Covenants;
                                 Internet Investments"; Appendix A--"Amended and Restated
                                 Agreement and Plan of Merger, dated as of October 11, 1999,
                                 between Big Flower Holdings, Inc. and BFH Merger Corp.";
                                 Supplement: "Additional Information Regarding Columbine JDS
                                 Systems and the Internet Investments"; Supplement:
                                 "Background of the Merger".

(c)............................  "Special Factors--Consequences of the Merger; Plans for Big
                                 Flower After the Merger"; "The Merger Agreement--Corporate
                                 Governance"; "Directors and Management of Big Flower
                                 Following the Merger".

(d)............................  "Special Factors--Source and Amount of Funds"; "Special
                                 Factors--Big Flower Press Debt Tender Offer";
                                 "Capitalization"; "Sources and Uses"; "Description of Big
                                 Flower Capital Stock Following the Merger"; "Market Price
                                 and Dividend Data--Dividend Information"; Supplement:
                                 "Additional Information Regarding the Rabbi Trust";
                                 Supplement: "Additional Information Regarding the Big Flower
                                 Press Debt Tender Offer".

(e)............................  "Description of Big Flower Capital Stock Following the
                                 Merger"; "Special Factors--Consequences of the Merger; Plans
                                 for Big Flower After the Merger"; "Special Factors--Source
                                 and Amount of Funds"; "Capitalization"; "Sources and Uses";
                                 Supplement: "Additional Information Regarding the Rabbi
                                 Trust".

(f)............................  "Special Factors--Effect of the Merger on Big Flower Capital
                                 Stock".

(g)............................  "Special Factors--Effect of the Merger on Big Flower Capital
                                 Stock".
</TABLE>

ITEM 6. SOURCES AND AMOUNT OF FUNDS OR OTHER CONSIDERATION.

<TABLE>
<S>                              <C>
(a)............................  "Summary--Source and Amount of Funds and Other
                                 Consideration"; "Special Factors--Source and Amount of
                                 Funds"; "Sources and Uses".

(b)............................  "Special Factors--Fees and Expenses of the Merger"; "The
                                 Merger Agreement--Fees and Expenses"; Supplement:
                                 "Additional Information Regarding Fees and Expenses of the
                                 Merger".
</TABLE>

                                       5
<PAGE>

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
</TABLE>

ITEM 6. SOURCES AND AMOUNT OF FUNDS OR OTHER CONSIDERATION. (CONTINUED)

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
(c)............................  "Special Factors--Source and Amount of Funds";
                                 "Capitalization"; "Sources and Uses".

(d)............................  Not Applicable.
</TABLE>

ITEM 7. PURPOSES, ALTERNATIVES, REASONS AND EFFECTS.

<TABLE>
<S>                              <C>
(a)............................  "Special Factors--Background of the Merger"; "Special
                                 Factors--Big Flower's Reasons for the Merger; Recommendation
                                 of the Big Flower Board of Directors"; Supplement:
                                 "Background of the Merger"; Supplement: "Additional
                                 Information Regarding Big Flower's Reasons for the Merger;
                                 Recommendation of the Big Flower Board of Directors".

(b)............................  "Special Factors--Background of the Merger"; "Special
                                 Factors--Big Flower's Reasons for the Merger; Recommendation
                                 of the Big Flower Board of Directors"; Supplement:
                                 "Background of the Merger"; Supplement: "Additional
                                 Information Regarding Big Flower's Reasons for the Merger;
                                 Recommendation of the Big Flower Board of Directors".

(c)............................  "Special Factors--Background of the Merger"; "Special
                                 Factors--Big Flower's Reasons for the Merger; Recommendation
                                 of the Big Flower Board of Directors"; Supplement:
                                 "Background of the Merger"; Supplement: "Additional
                                 Information Regarding Big Flower's Reasons for the Merger;
                                 Recommendation of the Big Flower Board of Directors";
                                 Supplement: "Additional Information Regarding Columbine JDS
                                 Systems and the Internet Investments".

(d)............................  "Questions and Answers About the Merger"; "Summary--What You
                                 Will Receive in the Merger"; "Summary--Conflicts of
                                 Interests of Management Members of the Big Flower Board and
                                 Management"; "Special Factors--Effect of the Merger on Big
                                 Flower Capital Stock"; "Capitalization"; "Sources and Uses";
                                 "United States Federal Income Tax Considerations"; "Special
                                 Factors--Accounting Treatment"; "Directors and Management of
                                 Big Flower Following the Merger".
</TABLE>

ITEM 8. FAIRNESS OF THE TRANSACTION.

<TABLE>
<S>                              <C>
(a) and (b)....................  "Summary--Recommendation of the Big Flower Board"; "Special
                                 Factors--Background of the Merger"; "Special Factors--Big
                                 Flower's Reasons for the Merger; Recommendation of the Big
                                 Flower Board of Directors"; "Special Factors--Opinions of
                                 Big Flower's Financial Advisors"; "Special Factors--Fairness
                                 of the Merger"; Supplement: "Background of the Merger";
                                 Supplement: "Additional Information Regarding Big Flower's
                                 Reasons for the Merger; Recommendation of the Big Flower
                                 Board of Directors"; Supplement: "Additional Information
                                 Regarding Opinions of Big Flower's Financial Advisors";
                                 Supplement: "Additional Information Regarding the Fairness
                                 of the Merger".
</TABLE>

                                       6
<PAGE>

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
</TABLE>

ITEM 8. FAIRNESS OF THE TRANSACTION. (CONTINUED)

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
(c)............................  "The Big Flower Meeting--Voting"; "Special Factors--Fairness
                                 of the Merger".

(d)............................  "Special Factors--Background of the Merger"; "Special
                                 Factors--Big Flower's Reasons for the Merger; Recommendation
                                 of the Big Flower Board of Directors"; "Special
                                 Factors--Opinions of Big Flower's Financial Advisors";
                                 "Special Factors--Fairness of the Merger"; Supplement:
                                 "Background of the Merger"; Supplement: "Additional
                                 Information Regarding Big Flower's Reasons for the Merger;
                                 Recommendation of the Big Flower Board of Directors";
                                 Supplement: "Additional Information Regarding Opinions of
                                 Big Flower's Financial Advisors".

(e)............................  "Summary--Recommendation of the Big Flower Board"; "Special
                                 Factors--Background of the Merger"; "Special
                                 Factors--Conflicts of Interest of Certain Members of the Big
                                 Flower Board of Directors and Management"; "Special
                                 Factors--Fairness of the Merger"; "Special Factors--Big
                                 Flower's Reasons for the Merger; Recommendation of the Big
                                 Flower Board of Directors"; Supplement: "Background of the
                                 Merger"; Supplement: "Additional Information Regarding Big
                                 Flower's Reasons for the Merger; Recommendation of the Big
                                 Flower Board of Directors".

(f)............................  "Special Factors--Background of the Merger"; "Special
                                 Factors--Big Flower's Reasons for the Merger; Recommendation
                                 of the Big Flower Board of Directors"; Supplement:
                                 "Background of the Merger"; Supplement: "Additional
                                 Information Regarding Big Flower's Reasons for the Merger;
                                 Recommendation of the Big Flower Board of Directors".
</TABLE>

ITEM 9. REPORTS, OPINIONS, APPRAISALS AND CERTAIN NEGOTIATIONS.

<TABLE>
<S>                              <C>
(a)--(c).......................  "Summary--Opinions of Financial Advisors"; "Special
                                 Factors-- Background of the Merger"; "Special
                                 Factors--Opinions of Big Flower's Financial Advisors";
                                 Appendix B--"Opinion of Goldman, Sachs & Co., dated
                                 October 11, 1999"; Appendix C--"Opinion of Berenson Minella
                                 & Company, dated October 11, 1999"; Supplement: "Background
                                 of the Merger"; Supplement: "Additional Information
                                 Regarding Opinions of Big Flower's Financial Advisors";
                                 Supplement: "Additional Information Regarding the Fairness
                                 of the Merger".
</TABLE>

ITEM 10. INTEREST IN SECURITIES OF THE ISSUER.

<TABLE>
<S>                              <C>
(a)............................  "Special Factors--Conflicts of Interest of Certain Members
                                 of the Big Flower Board of Directors and Management";
                                 "Directors and Management of Big Flower Following the
                                 Merger"; "Other Information for the Big Flower
                                 Meeting--Voting Securities and Principal Holders Thereof".
</TABLE>

                                       7
<PAGE>

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
</TABLE>

ITEM 10. INTEREST IN SECURITIES OF THE ISSUER. (CONTINUED)

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
(b)............................  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".
</TABLE>

ITEM 11. CONTRACTS, ARRANGEMENTS OR UNDERSTANDINGS WITH RESPECT TO THE ISSUER'S
SECURITIES.


<TABLE>
<S>                              <C>
                                 "Summary--The Big Flower Meeting"; "The Big Flower Meeting--
                                 Voting"; "Special Factors--Conflicts of Interest of Certain
                                 Members of the Big Flower Board of Directors and
                                 Management"; "Special Factors-- Source and Amount of Funds";
                                 "Sources and Uses".

                                 On November 19, 1999, Big Flower entered into an agreement
                                 with Mr. Reilly and Treasure Chest Advertising Company, Inc.
                                 with respect to (i) the exchange by Mr. Reilly of a portion
                                 of the value of his options for certain rights to acquire
                                 shares of common stock of Big Flower following the merger,
                                 (ii) the grant to Mr. Reilly of certain options to purchase
                                 common stock of Big Flower following the merger and
                                 (iii) the consequences of the termination of Mr. Reilly's
                                 employment during the first year after the merger. The full
                                 text of this agreement is attached hereto as
                                 Exhibit (c)(2).

                                 On November 24, 1999, Big Flower reached an understanding
                                 with Mr. Ritchie with respect to his investment in Big
                                 Flower upon the effectiveness of the merger and the
                                 consequences of the termination of Mr. Ritchie's employment
                                 during the first year after the merger. Pursuant to this
                                 understanding, Mr. Ritchie would be entitled to exchange the
                                 value of his options for rights to acquire 65,714 shares of
                                 common stock of Big Flower following the merger. During the
                                 period leading to the last business day prior to the first
                                 anniversary of the merger (the "Initial Year"), Mr. Ritchie
                                 would have a one-time right to sell any or all of these
                                 rights to Big Flower if his employment is terminated for any
                                 reason, including his resignation, other than for cause, for
                                 an amount equal to $31.50 per underlying share of common
                                 stock. During the Initial Year, Big Flower would have a
                                 one-time right to purchase any or all of these rights from
                                 Mr. Ritchie if his employment is terminated for any reason
                                 for an amount equal to $31.50 per underlying share of common
                                 stock. Big Flower also reached an understanding with
                                 Mr. Ritchie that would grant Mr. Ritchie options to purchase
                                 131,428 shares of common stock of Big Flower following the
                                 merger. Big Flower also reached an understanding with
                                 Mr. Ritchie that would entitle him to certain severance
                                 payments under his existing Executive Change in Control
                                 Severance Agreement if he elects to resign at the end of the
                                 Initial Year. Big Flower expects to formalize these
                                 understandings with Mr. Ritchie contemporaneously with the
                                 effectiveness of the merger.
</TABLE>


                                       8
<PAGE>

<TABLE>
<CAPTION>
                                 LOCATION IN PROXY STATEMENT (OR SUPPLEMENT, WHERE INDICATED)
ITEM OF SCHEDULE 13E-3           (INCORPORATED HEREIN BY REFERENCE)
- ----------------------           ------------------------------------------------------------
<S>                              <C>
</TABLE>

ITEM 12. PRESENT INTENTION AND RECOMMENDATION OF CERTAIN PERSONS WITH REGARD TO
THE TRANSACTION.

<TABLE>
<S>                              <C>
(a)............................  "Summary--The Big Flower Meeting"; "Summary--Recommendation
                                 of the Big Flower Board"; "The Big Flower Meeting--Voting";
                                 "Special Factors--Conflicts of Interest of Certain Members
                                 of the Big Flower Board of Directors and Management";
                                 "Special Factors--Big Flower's Reasons for the Merger;
                                 Recommendation of the Big Flower Board of Directors";
                                 "Special Factors--Source and Amount of Funds"; "Special
                                 Factors--Fairness of the Merger"; Supplement: "Additional
                                 Information Regarding the Rabbi Trust"; Supplement:
                                 "Additional Information Regarding Reasons for the Merger;
                                 Recommendation of the Big Flower Board of Directors";
                                 Supplement: "Additional Information Regarding the Fairness
                                 of the Merger".

(b)............................  "Summary--Recommendation of the Big Flower Board"; "The Big
                                 Flower Meeting--General"; "Special Factors--Big Flower's
                                 Reasons for the Merger; Recommendation of the Big Flower
                                 Board of Directors"; "Special Factors--Fairness of the
                                 Merger"; Supplement: "Additional Information Regarding
                                 Reasons for the Merger; Recommendation of the Big Flower
                                 Board of Directors"; Supplement: "Additional Information
                                 Regarding the Fairness of the Merger".
</TABLE>

ITEM 13. OTHER PROVISIONS OF THE TRANSACTION.

<TABLE>
<S>                              <C>
(a)............................  "Summary--Appraisal Rights"; "Appraisal Rights"; Appendix
                                 D-- "Section 262 of the Delaware General Corporation Law".

(b)............................  Not Applicable.

(c)............................  Not Applicable.
</TABLE>

ITEM 14. FINANCIAL INFORMATION.

<TABLE>
<S>                              <C>
                                 Pursuant to General Instruction D to Schedule 13E-3, Big
                                 Flower's Annual Report on Form 10-K for the year ended
                                 December 31, 1998 and its Quarterly Report on Form 10-Q for
                                 the quarters ended March 31, 1999 and June 30, 1999 are
                                 incorporated by reference in the Proxy Statement. Big
                                 Flower's audited financial statements for the periods
                                 covered by the Form 10-K and unaudited financial statements
                                 for the periods covered by the Forms 10-Q are incorporated
                                 herein by reference.
</TABLE>

<TABLE>
<S>                              <C>
(a) and (b)....................  "Summary--Selected Historical Financial Data".
</TABLE>

                                       9
<PAGE>
ITEM 15. PERSONS AND ASSETS EMPLOYED, RETAINED OR UTILIZED.

<TABLE>
<S>                              <C>
(a)............................  "Summary"; "The Big Flower Meeting--Solicitation of
                                 Proxies"; "Special Factors--Background of the Merger";
                                 "Special Factors--Consequences of the Merger; Plans for Big
                                 Flower After the Merger"; "The Merger Agreement--Covenants;
                                 Columbine JDS Systems"; "The Merger Agreement--Covenants;
                                 Internet Investments"; Appendix A--"Amended and Restated
                                 Agreement and Plan of Merger, dated as of October 11, 1999,
                                 between Big Flower Holdings, Inc. and BFH Merger Corp.";
                                 Supplement: "Additional Information Regarding Columbine JDS
                                 Systems and the Internet Investments".

(b)............................  "The Big Flower Meeting--Solicitation of Proxies".
</TABLE>

ITEM 16. ADDITIONAL INFORMATION.

<TABLE>
<S>                              <C>
                                 The Proxy Statement and Supplement and the Appendices and
                                 Exhibits attached thereto.
</TABLE>

ITEM 17. MATERIAL TO BE FILED AS EXHIBITS.

<TABLE>
<S>          <C>
Exhibit(a)   (1) Senior Credit Facility Commitment Letter from the The
             Chase Manhattan Bank, Bankers Trust Company, Bank of
                 America, N.A., Chase Securities Inc. and Deutsche Bank
                 Securities Inc. to BFH Merger Corp, dated October 11,
                 1999.*

             (2) Bridge Loan Commitment Letter from Bankers Trust
             Corporation, The Chase Manhattan Bank and Nationsbridge,
                 L.L.C. to BFH Merger Corp., dated October 11, 1999.*

             (3) Mezzanine Financing Commitment Letter from Thomas H. Lee
             Equity Fund IV, L.P. to BFH Merger Corp., dated October 11,
                 1999.*

             (4) Alternative Senior Credit Facility Commitment Letter
             from The Chase Manhattan Bank, Bankers Trust Company, Bank
                 of America, N.A., Chase Securities Inc. and Deutsche
                 Bank Securities Inc. to BFH Merger Corp., dated
                 October 24, 1999**

             (5) Alternative Bridge Loan Commitment Letter from Bankers
             Trust Corporation, The Chase Manhattan Bank and
                 Nationsbridge, L.L.C. to BFH Merger Corp., dated
                 October 22, 1999.**

             (6) Alternative Mezzanine Financing Commitment Letter from
             Thomas H. Lee Equity Fund IV, L.P. to BFH Merger Corp.,
                 dated October 24, 1999.**

Exhibit(b)   (1) Opinion of Goldman Sachs & Co., dated October 11, 1999
             (included as Appendix B to the Proxy Statement).

             (2) Financial analysis presentation materials prepared by
             Goldman Sachs & Co. for the Big Flower Board of Directors,
                 dated October 2, 1999.*

             (3) Opinion of Berenson Minella & Company dated October 11,
             1999 (included as Appendix C to the Proxy statement).

             (4) Financial analysis presentation materials prepared by
             Berenson Minella & Company in connection with providing its
                 opinion to the Big Flower Board of Directors dated
                 October 7, 1999.*
</TABLE>

                                       10
<PAGE>
ITEM 17. MATERIAL TO BE FILED AS EXHIBITS. (CONTINUED)


<TABLE>
<S>          <C>
             (5) Strategic Discussion Materials prepared by Chase
             Securities Inc. for Thomas H. Lee Equity Fund IV and BFH
                 Merger Corp., dated April 29, 1999.***

             (6) Strategic Discussion Materials prepared by Chase
             Securities Inc. for Thomas H. Lee Equity Fund IV and BFH
                 Merger Corp., dated May 12, 1999.***

             (7) Update to Strategic Discussion Materials, prepared by
             Chase Securities Inc. for Thomas H. Lee Equity Fund IV and
                 BFH Merger Corp., dated September 28, 1999.***

Exhibit(c)   (1) Equity Contribution Commitment Letter from Thomas H. Lee
             Equity Fund IV, L.P. and Evercore Capital Partners L.P.,
                 dated October 11, 1999.*

             (2) Interim Agreement, effective as of November 19, 1999, by
             and among Edward T. Reilly, Big Flower Holdings, Inc., and
                 Treasure Chest Advertising Company, Inc.****

Exhibit(d)   (1) Definitive Proxy Statement on Schedule 14A of Big Flower
                 Holdings, Inc.**

             (2) Supplement to Definitive Proxy Statement on Schedule 14A
             of Big Flower Holdings, Inc. ***

Exhibit(e)   Section 262 of the Delaware General Corporation Law
             (included as Appendix D to the Proxy Statement).

Exhibit(f)   Not Applicable
</TABLE>


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

*   Filed with Amendment Number 1 to the Big Flower Holdings, Inc. Schedule
    13E-3 on October 14, 1999.

**  Filed with Amendment Number 2 to the Big Flower Holdings, Inc. Schedule
    13E-3 on October 25, 1999.


*** Filed with Amendment Number 3 to the Big Flower Holdings, Inc.
    Schedule 13E-3 on November 3, 1999.



****Filed herewith.


                                       11
<PAGE>
ITEM 1. ISSUER AND CLASS OF SECURITY SUBJECT TO THE TRANSACTION.

    (a) The information set forth in the Cover Page and "Description of Big
       Flower" of the Proxy Statement is incorporated herein by reference.

    (b) The information set forth in "Summary--The Big Flower Meeting"; "Market
       Price and Dividend Data--Number of Stockholders"; and "Big Flower
       Meeting--Voting" of the Proxy Statement is incorporated herein by
       reference.

    (c) The information set forth in "Special Factors--Effect of the Merger on
       Big Flower Capital Stock"; and "Market Price and Dividend Data" of the
       Proxy Statement is incorporated herein by reference.

    (d) The information set forth in "Market Price and Dividend Data--Dividend
       Information" of the Proxy Statement is incorporated herein by reference.

    (e) The information set forth in "Market Price and Dividend Data" of the
       Proxy Statement is incorporated herein by reference.

    (f) The information set forth in 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" of the Proxy Statement is
       incorporated herein by reference.

ITEM 2. IDENTITY AND BACKGROUND.

    This Transaction Statement is being filed by the issuer of the class of
equity securities which is the subject of the Rule 13e-3 transaction, jointly
with BFH Merger Corp., Evercore Capital Partners, Evercore Partners L.L.C.,
Evercore NQ, Evercore Offshore, EBF Group, THL Equity Fund IV, THL Advisors, A.
Theodore Ammon, Edward T. Reilly and Richard L. Ritchie.

    (a)--(d) The information set forth in "Questions and Answers About the
             Merger"; "Description of Big Flower"; "Description of BFH Merger
             Corp.--Thomas H. Lee Equity Fund IV"; "Description of BFH Merger
             Corp.--Evercore Capital Partners"; and 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" of the Proxy Statement is
             incorporated herein by reference.

    (e)--(f) None of the directors or executive officers of Big Flower, BFH
             Merger Corp., Evercore Capital Partners, Evercore Partners L.L.C.,
             Evercore NQ, Evercore Offshore, EBF Group, THL Equity Fund IV or
             THL Advisors nor any of Thomas H. Lee, Roger Altman, Austin M.
             Beutner or David G. Offensend: (a) was, during the last five years,
             convicted in a criminal proceeding (excluding traffic violations or
             similar proceedings) or (b) was a party to a civil proceeding of a
             judicial or administrative body of competent jurisdiction and as a
             result of such proceeding was or is subject to a judgment, decree
             or final order enjoining further violations of, or prohibiting
             activities subject to, federal or state securities laws or finding
             any violation of such laws.

    (g)     The information set forth in 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

                                       12
<PAGE>
ITEM 2. IDENTITY AND BACKGROUND. (CONTINUED)

          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" of the Proxy Statement is
            incorporated herein by reference.

ITEM 3. PAST CONTACTS, TRANSACTIONS OR NEGOTIATIONS.

    (a)(1) The information set forth in 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" of the Proxy Statement, is
           incorporated herein by reference.

    (a)(2) The information set forth in "Special Factors--Background of the
           Merger" of the Proxy Statement, and "Background of the Merger" of the
           Supplement, is incorporated herein by reference.

    (b)   The information set forth in "Special Factors--Conflicts of Interest
          of Certain Members of the Big Flower Board of Directors and
          Management"; and "Special Factors--Background of the Merger" of the
          Proxy Statement, and "Background of the Merger" of the Supplement, is
          incorporated herein by reference.

ITEM 4. TERMS OF THE TRANSACTION.

    (a) The information set forth in "Questions and Answers About the Merger";
       "Summary"; "Special Factors"; "The Merger Agreement"; "Description of Big
       Flower Capital Stock Following the Merger"; and Appendix A--"Amended and
       Restated Agreement and Plan of Merger, dated as of October 11, 1999,
       between Big Flower Holdings, Inc. and BFH Merger Corp." of the Proxy
       Statement, and "Additional Information Regarding the Rabbi Trust"; and
       "Additional Information Regarding Columbine JDS Systems and the Internet
       Investments" of the Supplement, is incorporated herein by reference.

    (b) The information set forth in "Questions and Answers About the Merger";
       "Summary--Conflicts of Interest of Management Members of the Big Flower
       Board and Management"; "Special Factors--Conflicts of Interest of Certain
       Members of the Big Flower Board of Directors and Management"; "The Merger
       Agreement--Consideration to Be Received in the Merger"; and "The Merger
       Agreement--Covenants" of the Proxy Statement, and "Additional Information
       Regarding the Rabbi Trust"; and "Additional Information Regarding
       Columbine JDS Systems and the Internet Investments" of the Supplement, is
       incorporated herein by reference.

ITEM 5. PLANS OR PROPOSALS OF THE ISSUER OR AFFILIATE.

    (a) The information set forth in "Summary"; "Special Factors--Background of
       the Merger"; "Special Factors--Consequences of the Merger; Plans for Big
       Flower After the Merger"; "The Merger Agreement--Covenants; Columbine JDS
       Systems"; Appendix A--"Amended and Restated Agreement and Plan of Merger,
       dated as of October 11, 1999, between Big Flower Holdings, Inc. and BFH
       Merger Corp." of the Proxy Statement, and "Additional Information
       Regarding Columbine JDS Systems and the Internet Investments"; and
       "Background of the Merger" of the Supplement, is incorporated herein by
       reference.

                                       13
<PAGE>
ITEM 5. PLANS OR PROPOSALS OF THE ISSUER OR AFFILIATE. (CONTINUED)

    (b) The information set forth in "Summary"; "Special Factors--Background of
       the Merger" "Special Factors--Consequences of the Merger; Plans for Big
       Flower After the Merger"; "The Merger Agreement--Covenants; Columbine JDS
       Systems"; "The Merger Agreement--Covenants; Internet Investments";
       Appendix A--"Amended and Restated Agreement and Plan of Merger, dated as
       of October 11, 1999, between Big Flower Holdings, Inc. and BFH Merger
       Corp." of the Proxy Statement, and "Additional Information Regarding
       Columbine JDS Systems and the Internet Investments"; and "Background of
       the Merger" of the Supplement, is incorporated herein by reference.

    (c) The information set forth in "Special Factors--Consequences of the
       Merger; Plans for Big Flower After the Merger"; "The Merger
       Agreement--Corporate Governance"; and "Directors and Management of Big
       Flower Following the Merger" of the Proxy Statement is incorporated
       herein by reference.

    (d) The information set forth in "Special Factors--Source and Amount of
       Funds"; "Special Factors--Big Flower Press Debt Tender Offer";
       "Capitalization"; "Sources and Uses"; "Description of Big Flower Capital
       Stock Following the Merger"; and "Market Price and Dividend
       Data--Dividend Information" of the Proxy Statement, and "Additional
       Information Regarding the Rabbi Trust"; and "Additional Information
       Regarding the Big Flower Press Debt Tender Offer" of the Supplement, is
       incorporated herein by reference.

    (e) The information set forth in "Description of Big Flower Capital Stock
       Following the Merger"; "Special Factors--Consequences of the Merger;
       Plans for Big Flower After the Merger"; "Special Factors--Source and
       Amount of Funds"; "Capitalization"; and "Sources and Uses" of the Proxy
       Statement, and "Additional Information Regarding the Rabbi Trust" of the
       Supplement, is incorporated herein by reference.

    (f) The information set forth in "Special Factors--Effect of the Merger on
       Big Flower Capital Stock" of the Proxy Statement is incorporated herein
       by reference.

    (g) The information set forth in "Special Factors--Effect of the Merger on
       Big Flower Capital Stock" of the Proxy Statement is incorporated herein
       by reference.

ITEM 6. SOURCES AND AMOUNT OF FUNDS AND OTHER CONSIDERATION.

    (a) The information set forth in "Summary--Source and Amount of Funds and
       Other Consideration"; "Special Factors--Source and Amount of Funds"; and
       "Sources and Uses" of the Proxy Statement is incorporated herein by
       reference.

    (b) The information set forth in "Special Factors--Fees and Expenses of the
       Merger"; and "The Merger Agreement--Fees and Expenses" of the Proxy
       Statement, and "Additional Information Regarding Fees and Expenses of the
       Merger" of the Supplement, is incorporated herein by reference.

    (c) The information set forth in "Special Factors--Source and Amount of
       Funds"; "Capitalization"; and "Sources and Uses" of the Proxy Statement
       is incorporated herein by reference.

    (d) Not Applicable.

                                       14
<PAGE>
ITEM 7. PURPOSES, ALTERNATIVES, REASONS AND EFFECTS.

    (a) The information set forth in "Special Factors--Background of the
       Merger"; and "Special Factors--Big Flower's Reasons for the Merger;
       Recommendation of the Big Flower Board of Directors" of the Proxy
       Statement, and "Background of the Merger"; and "Additional Information
       Regarding Big Flower's Reasons for the Merger; Recommendation of the Big
       Flower Board of Directors" of the Supplement, is incorporated herein by
       reference.

    (b) The information set forth in "Special Factors--Background of the
       Merger"; and "Special Factors--Big Flower's Reasons for the Merger;
       Recommendation of the Big Flower Board of Directors" of the Proxy
       Statement, and "Background of the Merger"; and "Additional Information
       Regarding Big Flower's Reasons for the Merger; Recommendation of the Big
       Flower Board of Directors" of the Supplement, is incorporated herein by
       reference.

    (c) The information set forth in "Special Factors--Background of the
       Merger"; and "Special Factors--Big Flower's Reasons for the Merger;
       Recommendation of the Big Flower Board of Directors" of the Proxy
       Statement, and "Background of the Merger"; "Additional Information
       Regarding Big Flower's Reasons for the Merger; Recommendation of the Big
       Flower Board of Directors"; and "Additional Information Regarding
       Columbine JDS Systems and the Internet Investments" of the Supplement, is
       incorporated herein by reference.

    (d) The information set forth in "Questions and Answers About the Merger";
       "Summary--What You Will Receive in the Merger"; "Summary--Conflicts of
       Interests of Management Members of the Big Flower Board and Management";
       "Special Factors--Consequences of the Merger; Plans for Big Flower After
       the Merger"; "Special Factors--Effect of the Merger on Big Flower Capital
       Stock"; "Capitalization"; "Sources and Uses"; "United States Federal
       Income Tax Considerations"; "Special Factors--Accounting Treatment"; and
       "Directors and Management of Big Flower Following the Merger" of the
       Proxy Statement is incorporated herein by reference.

ITEM 8. FAIRNESS OF THE TRANSACTION.

    (a)--(b) The information set forth in "Summary--Recommendation of the Big
             Flower Board"; "Special Factors--Background of the Merger";
             "Special Factors--Big Flower's Reasons for the Merger;
             Recommendation of the Big Flower Board of Directors"; "Special
             Factors--Opinions of Big Flower's Financial Advisors"; and "Special
             Factors--Fairness of the Merger" of the Proxy Statement, and
             "Background of the Merger"; "Additional Information Regarding Big
             Flower's Reasons for the Merger; Recommendation of the Big Flower
             Board of Directors"; "Additional Information Regarding Opinions of
             Big Flower's Financial Advisors"; and "Additional Information
             Regarding the Fairness of the Merger" of the Supplement, is
             incorporated herein by reference.

    (c)     The information set forth in "The Big Flower Meeting--Voting"; and
            "Special Factors--Fairness of the Merger" of the Proxy Statement is
            incorporated herein by reference.

    (d)     The information set forth in "Special Factors--Background of the
            Merger"; "Special Factors--Big Flower's Reasons for the Merger;
            Recommendation of the Big Flower Board of Directors"; "Special
            Factors--Opinions of Big Flower's Financial Advisors"; and "Special
            Factors--Fairness of the Merger" of the Proxy Statement, and
            "Background of the Merger"; "Additional Information Regarding Big
            Flower's Reasons for the Merger; Recommendation of the Big Flower
            Board of Directors"; and "Additional Information Regarding Opinions
            of Big Flower's Financial Advisors" of the Supplement, is
            incorporated herein by reference.

                                       15
<PAGE>
ITEM 8. FAIRNESS OF THE TRANSACTION. (CONTINUED)

    (e)     The information set forth in "Summary--Recommendation of the Big
            Flower Board"; "Special Factors--Background of the Merger"; "Special
            Factors--Conflicts of Interest of Certain Members of the Big Flower
            Board of Directors and Management"; "Special Factors--Fairness of
            the Merger"; and "Special Factors--Big Flower's Reasons for the
            Merger; Recommendation of the Big Flower Board of Directors" of the
            Proxy Statement, and "Background of the Merger"; "Additional
            Information Regarding Big Flower's Reasons for the Merger;
            Recommendation of the Big Flower Board of Directors" of the
            Supplement, is incorporated herein by reference.

    (f)     The information set forth in "Special Factors--Background of the
            Merger"; and "Special Factors--Big Flower's Reasons for the Merger;
            Recommendation of the Big Flower Board of Directors" of the Proxy
            Statement, and "Background of the Merger"; "Additional Information
            Regarding Big Flower's Reasons for the Merger; Recommendation of the
            Big Flower Board of Directors" of the Supplement, is incorporated
            herein by reference.

ITEM 9. REPORTS, OPINIONS, APPRAISALS AND CERTAIN NEGOTIATIONS.

    (a)--(c) The information set forth in "Summary--Opinions of Financial
             Advisors"; "Special Factors--Background of the Merger"; "Special
             Factors--Opinions of Big Flower's Financial Advisors";
             Appendix B--"Opinion of Goldman, Sachs & Co., dated October 11,
             1999"; and Appendix C--"Opinion of Berenson Minella & Company,
             dated October 11, 1999" of the Proxy Statement, and "Background of
             the Merger"; "Additional Information Regarding Opinions of Big
             Flower's Financial Advisors"; and "Additional Information Regarding
             the Fairness of the Merger" of the Supplement, is incorporated
             herein by reference.

ITEM 10. INTEREST IN SECURITIES OF THE ISSUER.

    (a) The information set forth in "Special Factors--Conflicts of Interest of
       Certain Members of the Big Flower Board of Directors and Management";
       "Directors and Management of Big Flower Following the Merger"; and "Other
       Information for the Big Flower Meeting--Voting Securities and Principal
       Holders Thereof" of the Proxy Statement is incorporated herein by
       reference.

    (b) The information set forth in 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" of the Proxy Statement is
       incorporated herein by reference.

ITEM 11. CONTRACTS, ARRANGEMENTS OR UNDERSTANDINGS WITH RESPECT TO THE ISSUER'S
SECURITIES.

    The information set forth in "Summary--The Big Flower Meeting"; "The Big
Flower Meeting--Voting"; "Special Factors--Conflicts of Interest of Certain
Members of the Big Flower Board of Directors and Management"; "Special
Factors--Source and Amount of Funds"; and "Sources and Uses" of the Proxy
Statement is incorporated herein by reference.


    On November 19, 1999, Big Flower entered into an agreement with Mr. Reilly
and Treasure Chest Advertising Company, Inc. with respect to (i) the exchange by
Mr. Reilly of a portion of the value of his options for certain rights to
acquire shares of common stock of Big Flower following the merger,


                                       16
<PAGE>
ITEM 11. CONTRACTS, ARRANGEMENTS OR UNDERSTANDINGS WITH RESPECT TO THE ISSUER'S
SECURITIES. (CONTINUED)


(ii) the grant to Mr. Reilly of certain options to purchase common stock of Big
Flower following the merger and (iii) the consequences of the termination of
Mr. Reilly's employment during the first year after the merger. The full text of
this agreement is attached hereto as Exhibit (c)(2).



    On November 24, 1999, Big Flower reached an understanding with Mr. Ritchie
with respect to his investment in Big Flower upon the effectiveness of the
merger and the consequences of the termination of Mr. Ritchie's employment
during the first year after the merger. Pursuant to this understanding,
Mr. Ritchie would be entitled to exchange the value of his options for rights to
acquire 65,714 shares of common stock of Big Flower following the merger. During
the period leading to the last business day prior to the first anniversary of
the merger (the "Initial Year"), Mr. Ritchie would have a one-time right to sell
any or all of these rights to Big Flower if his employment is terminated for any
reason, including his resignation, other than for cause, for an amount equal to
$31.50 per underlying share of common stock. During the Initial Year, Big Flower
would have a one-time right to purchase any or all of these rights from
Mr. Ritchie if his employment is terminated for any reason for an amount equal
to $31.50 per underlying share of common stock. Big Flower also reached an
understanding with Mr. Ritchie that would grant Mr. Ritchie options to purchase
131,428 shares of common stock of Big Flower following the merger. Big Flower
also reached an understanding with Mr. Ritchie that would entitle him to certain
severance payments under his existing Executive Change in Control Severance
Agreement if he elects to resign at the end of the Initial Year. Big Flower
expects to formalize these understandings with Mr. Ritchie contemporaneously
with the effectiveness of the merger.


ITEM 12. PRESENT INTENTION AND RECOMMENDATION OF CERTAIN PERSONS WITH REGARD TO
THE TRANSACTION.

    (a) The information set forth in "Summary--The Big Flower Meeting";
       "Summary--Recommendation of the Big Flower Board"; "The Big Flower
       Meeting--Voting"; "Special Factors--Conflicts of Interest of Certain
       Members of the Big Flower Board of Directors and Management"; "Special
       Factors--Big Flower's Reasons for the Merger; Recommendation of the Big
       Flower Board of Directors"; "Special Factors--Source and Amount of
       Funds"; and "Special Factors--Fairness of the Merger" of the Proxy
       Statement, and "Additional Information Regarding the Rabbi Trust";
       "Additional Information Regarding Reasons for the Merger; Recommendation
       of the Big Flower Board of Directors"; and "Additional Information
       Regarding the Fairness of the Merger" of the Supplement, is incorporated
       herein by reference.

    (b) The information set forth in "Summary--Recommendation of the Big Flower
       Board"; "The Big Flower Meeting--General"; "Special Factors--Big Flower's
       Reasons for the Merger; Recommendation of the Big Flower Board of
       Directors"; and "Special Factors--Fairness of the Merger" of the Proxy
       Statement, and "Additional Information Regarding Reasons for the Merger;
       Recommendation of the Big Flower Board of Directors"; and "Additional
       Information Regarding the Fairness of the Merger" of the Supplement, is
       incorporated herein by reference.

ITEM 13. OTHER PROVISIONS OF THE TRANSACTION.

    (a) The information set forth in "Summary--Appraisal Rights"; "Appraisal
       Rights"; and Appendix D--"Section 262 of the Delaware General Corporation
       Law" of the Proxy Statement is incorporated herein by reference.

    (b) Not Applicable.

    (c) Not Applicable.

                                       17
<PAGE>
ITEM 14. FINANCIAL INFORMATION.

    Pursuant to General Instruction D to Schedule 13E-3, Big Flower's Annual
Report on Form 10-K for the year ended December 31, 1998 and its Quarterly
Reports on Form 10-Q for the quarters ended March 31, 1999 and June 30, 1999 are
incorporated by reference in the Proxy Statement. Big Flower's audited financial
statements for the periods covered by the Form 10-K and unaudited financial
statements for the periods covered by the Forms 10-Q are incorporated herein by
reference.

    (a)--(b) The information set forth in "Summary--Selected Historical
             Financial Data".

ITEM 15. PERSONS AND ASSETS EMPLOYED, RETAINED OR UTILIZED.

    (a) The information set forth in "Summary"; "The Big Flower
       Meeting--Solicitation of Proxies"; "Special Factors--Background of the
       Merger"; "Special Factors--Consequences of the Merger; Plans for Big
       Flower After the Merger"; "The Merger Agreement--Covenants; Columbine JDS
       Systems"; "The Merger Agreement--Covenants; Internet Investments";
       Appendix A--"Amended and Restated Agreement and Plan of Merger, dated as
       of October 11, 1999, between Big Flower Holdings, Inc. and BFH Merger
       Corp." of the Proxy Statement, and "Additional Information Regarding
       Columbine JDS Systems and the Internet Investments" of the Supplement, is
       incorporated herein by reference.

    (b) The information set forth in "The Big Flower Meeting--Solicitation of
       Proxies" of the Proxy Statement is incorporated herein by reference.

ITEM 16. ADDITIONAL INFORMATION.

    The Proxy Statement and Supplement and the Appendices and Exhibits attached
thereto are incorporated herein by reference.

ITEM 17. MATERIAL TO BE FILED AS EXHIBITS.

<TABLE>
<S>          <C>
Exhibit(a)   (1) Senior Credit Facility Commitment Letter from the The
             Chase Manhattan Bank, Bankers Trust Company, Bank of
                 America, N.A., Chase Securities Inc. and Deutsche Bank
                 Securities Inc. to BFH Merger Corp, dated October 11,
                 1999.*
             (2) Bridge Loan Commitment Letter from Bankers Trust
             Corporation, The Chase Manhattan Bank and Nationsbridge,
                 L.L.C. to BFH Merger Corp., dated October 11, 1999.*
             (3) Mezzanine Financing Commitment Letter from Thomas H. Lee
             Equity Fund IV, L.P. to BFH Merger Corp., dated October 11,
                 1999.*
             (4) Alternative Senior Credit Facility Commitment Letter
             from The Chase Manhattan Bank, Bankers Trust Company, Bank
                 of America, N.A., Chase Securities Inc. and Deutsche
                 Bank Securities Inc. to BFH Merger Corp., dated
                 October 24, 1999**
             (5) Alternative Bridge Loan Commitment Letter from Bankers
             Trust Corporation, The Chase Manhattan Bank and
                 Nationsbridge, L.L.C. to BFH Merger Corp., dated
                 October 22, 1999.**
             (6) Alternative Mezzanine Financing Commitment Letter from
             Thomas H. Lee Equity Fund IV, L.P. to BFH Merger Corp.,
                 dated October 24, 1999.**
</TABLE>

                                       18
<PAGE>
ITEM 17. MATERIAL TO BE FILED AS EXHIBITS. (CONTINUED)


<TABLE>
<S>          <C>
Exhibit(b)   (1) Opinion of Goldman Sachs & Co., dated October 11, 1999
             (included as Appendix B to the Proxy Statement).
             (2) Financial analysis presentation materials prepared by
             Goldman Sachs & Co. for the Big Flower Board of Directors,
                 dated October 2, 1999.*
             (3) Opinion of Berenson Minella & Company dated October 11,
             1999 (included as Appendix C to the Proxy statement).
             (4) Financial analysis presentation materials prepared by
             Berenson Minella & Company in connection with providing its
                 opinion to the Big Flower Board of Directors dated
                 October 7, 1999.*
             (5) Strategic Discussion Materials prepared by Chase
             Securities Inc. for Thomas H. Lee Equity Fund IV and BFH
                 Merger Corp., dated April 29, 1999.***
             (6) Strategic Discussion Materials prepared by Chase
             Securities Inc. for Thomas H. Lee Equity Fund IV and BFH
                 Merger Corp., dated May 12, 1999.***
             (7) Update to Strategic Discussion Materials, prepared by
             Chase Securities Inc. for Thomas H. Lee Equity Fund IV and
                 BFH Merger Corp., dated September 28, 1999.***
Exhibit(c)   (1) Equity Contribution Commitment Letter from Thomas H. Lee
             Equity Fund IV, L.P. and Evercore Capital Partners L.P.,
                 dated October 11, 1999.*
             (2) Interim Agreement, effective as of November 19, 1999, by
             and among Edward T. Reilly, Big Flower Holdings, Inc., and
                 Treasure Chest Advertising Company, Inc.****
Exhibit(d)   (1) Definitive Proxy Statement on Schedule 14A of Big Flower
             Holdings, Inc.**
             (2) Supplement to Definitive Proxy Statement on
             Schedule 14A of Big Flower Holdings, Inc.***
Exhibit(e)   Section 262 of the Delaware General Corporation Law
             (included as Appendix D to the Proxy Statement).
Exhibit(f)   Not Applicable
</TABLE>


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

*   Filed with Amendment Number 1 to the Big Flower Holdings, Inc. Schedule
    13E-3 on October 14, 1999.

**  Filed with Amendment Number 2 to the Big Flower Holdings, Inc. Schedule
    13E-3 on October 25, 1999.


*** Filed with Amendment Number 3 to the Big Flower Holdings, Inc.
    Schedule 13E-3 on November 3, 1999.



****Filed herewith.


                                       19
<PAGE>
                                   SIGNATURES

    After due inquiry and to the best of my knowledge and belief, I certify that
the information set forth in this statement is true, complete and correct.


Dated: November 29, 1999


<TABLE>
<S>                                                    <C>  <C>
                                                       BFH MERGER CORP.

                                                       By:  /s/ ANTHONY DINOVI
                                                            -----------------------------------------
                                                            Name: Anthony DiNovi
                                                            Title:  Chairman of the Board

                                                       THOMAS H. LEE EQUITY FUND IV, L.P.

                                                       By: THL Equity Advisors IV, LLC
                                                          General Partner
</TABLE>

<TABLE>
<S>                                                       <C>  <C>
                                                          By:  /s/ ANTHONY DINOVI
                                                               --------------------------------------
                                                               Name: Anthony DiNovi
                                                               Title:  Managing Director
</TABLE>

<TABLE>
<S>                                                    <C>  <C>
                                                       THL EQUITY ADVISORS IV, LLC

                                                       By:  /s/ ANTHONY DINOVI
                                                            -----------------------------------------
                                                            Name: Anthony DiNovi
                                                            Title:  Managing Director
</TABLE>

                                       20
<PAGE>
<TABLE>
<S>                                                    <C>  <C>
                                                       EVERCORE PARTNERS L.L.C.

                                                       By:  /s/ AUSTIN M. BEUTNER
                                                            -----------------------------------------
                                                            Name: Austin M. Beutner
                                                            Title: Managing Member

                                                       EVERCORE CAPITAL PARTNERS L.P.
                                                       EVERCORE CAPITAL PARTNERS (NQ) L.P.
                                                       EVERCORE CAPITAL OFFSHORE PARTNERS L.P.
                                                       (CAYMAN)
                                                       EBF GROUP L.L.C.

                                                       By:  EVERCORE PARTNERS L.L.C., their general
                                                            partner

                                                       By:  /s/ AUSTIN M. BEUTNER
                                                            -----------------------------------------
                                                            Name: Austin M. Beutner
                                                            Title: Managing Member
</TABLE>

                                       21
<PAGE>
<TABLE>
<S>                                                    <C>  <C>
                                                       BIG FLOWER HOLDINGS, INC.

                                                       By:  /s/ MARK A. ANGELSON
                                                            -----------------------------------------
                                                            Name: Mark A. Angelson
                                                            Title: Executive Vice President--Office of
                                                            the Chairman, General Counsel and
                                                                   Secretary

                                                                      /s/ R. THEODORE AMMON
                                                            -----------------------------------------
                                                                        R. Theodore Ammon

                                                                       /s/ EDWARD T. REILLY
                                                            -----------------------------------------
                                                                         Edward T. Reilly

                                                                      /s/ RICHARD L. RITCHIE
                                                            -----------------------------------------
                                                                        Richard L. Ritchie
</TABLE>

                                       22
<PAGE>
                                 EXHIBIT INDEX


<TABLE>
<S>          <C>
Exhibit(a)   (1) Senior Credit Facility Commitment Letter from the The
             Chase Manhattan Bank, Bankers Trust Company, Bank of
                 America, N.A., Chase Securities Inc. and Deutsche Bank
                 Securities Inc. to BFH Merger Corp, dated October 11,
                 1999.*
             (2) Bridge Loan Commitment Letter from Bankers Trust
             Corporation, The Chase Manhattan Bank and Nationsbridge,
                 L.L.C. to BFH Merger Corp., dated October 11, 1999.*
             (3) Mezzanine Financing Commitment Letter from Thomas H. Lee
             Equity Fund IV, L.P. to BFH Merger Corp., dated October 11,
                 1999.*
             (4) Alternative Senior Credit Facility Commitment Letter
             from The Chase Manhattan Bank, Bankers Trust Company, Bank
                 of America, N.A., Chase Securities Inc. and Deutsche
                 Bank Securities Inc. to BFH Merger Corp., dated
                 October 24, 1999**
             (5) Alternative Bridge Loan Commitment Letter from Bankers
             Trust Corporation, The Chase Manhattan Bank and
                 Nationsbridge, L.L.C. to BFH Merger Corp., dated
                 October 22, 1999.**
             (6) Alternative Mezzanine Financing Commitment Letter from
             Thomas H. Lee Equity Fund IV, L.P. to BFH Merger Corp.,
                 dated October 24, 1999.**
Exhibit(b)   (1) Opinion of Goldman Sachs & Co., dated October 11, 1999
             (included as Appendix B to the Proxy Statement).
             (2) Financial analysis presentation materials prepared by
             Goldman Sachs & Co. for the Big Flower Board of Directors,
                 dated October 2, 1999.*
             (3) Opinion of Berenson Minella & Company dated October 11,
             1999 (included as Appendix C to the Proxy statement).
             (4) Financial analysis presentation materials prepared by
             Berenson Minella & Company in connection with providing its
                 opinion to the Big Flower Board of Directors dated
                 October 7, 1999.*
             (5) Strategic Discussion Materials prepared by Chase
             Securities Inc. for Thomas H. Lee Equity Fund IV and BFH
                 Merger Corp., dated April 29, 1999.***
             (6) Strategic Discussion Materials prepared by Chase
             Securities Inc. for Thomas H. Lee Equity Fund IV and BFH
                 Merger Corp., dated May 12, 1999.***
             (7) Update to Strategic Discussion Materials, prepared by
             Chase Securities Inc. for Thomas H. Lee Equity Fund IV and
                 BFH Merger Corp., dated September 28, 1999.***
Exhibit(c)   (1) Equity Contribution Commitment Letter from Thomas H. Lee
             Equity Fund IV, L.P. and Evercore Capital Partners L.P.,
                 dated October 11, 1999.*
             (2) Interim Agreement, effective as of November 19, 1999 by
             and among Edward T. Reilly, Big Flower Holdings, Inc., and
                 Treasure Chest Advertising Company, Inc.****
Exhibit(d)   (1) Definitive Proxy Statement on Schedule 14A of Big Flower
                 Holdings, Inc.**
             (2) Supplement to Definitive Proxy Statement on
             Schedule 14A of Big Flower Holdings, Inc.***
Exhibit(e)   Section 262 of the Delaware General Corporation Law
             (included as Appendix D to the Proxy Statement).
Exhibit(f)   Not Applicable
</TABLE>


                                       23
<PAGE>
- ------------------------

*   Filed with Amendment Number 1 to the Big Flower Holdings, Inc. Schedule
    13E-3 on October 14, 1999.

**  Filed with Amendment Number 2 to the Big Flower Holdings, Inc.
    Schedule 13E-3 on October 25, 1999.


*** Filed with Amendment Number 3 to the Big Flower Holdings, Inc.
    Schedule 13E-3 on November 3, 1999.



****Filed herewith.


                                       24

<PAGE>
                                                                Exhibit 99(C)(2)

                                INTERIM AGREEMENT

         THIS INTERIM AGREEMENT ("Agreement"), effective as of November 19,
1999, is entered into by and among Edward T. Reilly ("Executive"), Big Flower
Holdings, Inc., a Delaware corporation ("BFH") and Treasure Chest Advertising
Company, Inc., a Delaware corporation and an indirect wholly-owned subsidiary of
BFH ("Treasure Chest").

         WHEREAS, Executive, BFH and Treasure Chest are parties to an Employment
Agreement entered into by and among them as of March 29, 1996 ("Employment
Agreement");

         WHEREAS, Executive currently holds options to purchase 520,000 shares
of common stock of BFH;

         WHEREAS, in contemplation of the merger of BFH Merger Corp. with and
into BFH (the "Merger"), Executive, BFH and Treasure Chest desire to set forth
certain agreements reached with respect to (i) the exchange by Executive of a
portion of the value of his options for certain rights to acquire shares of
common stock of BFH following the Merger, (ii) the grant to Executive of certain
options to purchase common stock of BFH following the Merger and (iii) the
consequences of the termination of Executive's employment during the first year
after the Merger;

         NOW THEREFORE, in consideration of the mutual agreements hereinafter
set forth, Executive, BFH and Treasure Chest agree as follows, intending to be
legally bound:

         1. INVESTMENT. In connection with the Merger, BFH and Executive, among
other parties, shall enter into a Management Subscription Agreement in the form
developed by BFH and executed by other senior executives of BFH ("Subscription
Agreement"), that shall provide, among other things, that:

                  (a) Executive shall offer to acquire from BFH rights to
         purchase 109,674 shares of common stock in BFH (the "Rights"), pursuant
         to the terms to be set forth in the Subscription Agreement; and

                  (b) In exchange for such Rights, Executive shall surrender to
         BFH stock options to purchase shares of common stock of BFH having a
         value, as determined by BFH in accordance with Section 2.02 of the
         Amended and Restated Agreement and Plan of Merger dated as of October
         11, 1999 (the "Merger Agreement") between BFH Merger Corp. and BFH,
         equal to $3,454,750;

provided, however, that Executive shall not be obligated to enter into the
Subscription Agreement if he is not satisfied, in his sole discretion, as to the
Federal income tax consequences of the investment.


<PAGE>


         2. OPTIONS. Concurrently with the closing of the transactions
contemplated by the Subscription Agreement:

                  (a) BFH shall grant to Executive options to purchase an
         additional 219,348 shares of common stock of BFH at a purchase price of
         $31.50 per share (the "Options");

                  (b) Executive and BFH shall enter into an Option Agreement
         that (i) provides that the Options shall vest and become exercisable at
         the rate of 1/3 per year, beginning on the first anniversary of the
         closing of the Merger (the "Closing Date") and ending on the third
         anniversary thereof; provided, however, that in no event shall any
         Options vest or become exercisable following the termination of
         Executive's employment for any reason, nor shall any of the Options
         vest or become exercisable, during the period from the Closing Date to
         and including the day immediately prior to the first anniversary of the
         Closing Date (such period shall be called the "Initial Year"),
         notwithstanding the provisions of any other agreement to the contrary
         and (ii) shall otherwise be in the form developed by BFH and executed
         by other senior executives of BFH.

         3. AMENDMENT TO EMPLOYMENT AND SUBSCRIPTION AGREEMENTS. Concurrently
with the closing of the transactions contemplated by the Subscription Agreement,
Executive, BFH and Treasure Chest shall enter into an amendment (the
"Amendment") to the Employment Agreement and the Subscription Agreement that
will provide for the following terms, among other things:

                  (a) In addition to the provisions of Article 4 of the
         Employment Agreement, Executive may elect to resign, for any reason, as
         of the last business day of the Initial Year by providing written
         notice to BFH of such election no later than the 30th day prior to the
         end of the Initial Year. If Executive elects to resign pursuant to this
         provision and Executive's employment is not otherwise terminated prior
         to the last business day of the Initial Year, then (A) none of the
         Options shall vest and (B) Executive shall be entitled to receive the
         termination payments described in Section 4(d) of the Employment
         Agreement following the effective date of Executive's termination, in
         accordance with the provisions for payment specified therein. If
         Executive resigns pursuant to this provision and Executive intends to
         exercise his right to sell the Rights to BFH pursuant to paragraph
         (c)(i) below, Executive must provide notice of such intent concurrently
         with the notice of resignation required by this paragraph, and the sale
         and purchase of the Rights shall take place at the principal office of
         BFH within five (5) business days after the effective date of
         Executive's termination.

                  (b) For the avoidance of doubt and in consideration of the
         parties' agreement that under no circumstances shall the Options vest
         or become exercisable prior to the first anniversary of the Closing
         Date, the provisions relating to the immediate vesting and
         exercisability of equity incentive awards in clause (ii) of the first
         sentence of Section 4(a), clause (ii) of the third sentence of Section
         4(b), and clause (B)(iii) of the first sentence of

                                        2


<PAGE>


         Section 4(d) of the Employment Agreement therefore shall not apply
         during the Initial Year, and any similar provisions shall be modified
         as appropriate.

                  (c) For the Initial Year, the Put and Call provisions in
         Sections 5.1 and 5.2 of the Subscription Agreement shall be superseded
         and replaced by the following:

                           (i) In addition to any other rights that Executive
                  may have under the Employment Agreement or applicable law, if
                  Executive's employment is terminated during the Initial Year
                  for any reason other than for Cause (as defined in Section
                  4(c) of the Employment Agreement), Executive and his Permitted
                  Transferees (as defined in the Subscription Agreement) shall
                  have the one-time right to sell the Rights to BFH for an
                  amount equal to $31.50 per underlying share of common stock
                  (without regard to the fair market value of such Rights or
                  common stock as of the date of Executive's termination and
                  without interest or other compensation to Executive for the
                  period of Executive's investment in such Rights), which right
                  may be exercised (x) pursuant to the procedure specified in
                  paragraph (a) above, if applicable, or (y) otherwise by
                  providing written notice to BFH at any time after such
                  termination but prior to or on the final day of the Initial
                  Year;

                           (ii) In addition to any other rights that BFH may
                  have under the Employment Agreement or applicable law, if
                  Executive's employment is terminated during the Initial Year
                  for any reason, BFH shall have the one-time right to purchase
                  any or all of the Rights then held by the Executive and the
                  Purchaser's Group (as defined in the Subscription Agreement)
                  for an amount equal to $31.50 per underlying share of common
                  stock (without regard to the fair market value of such Rights
                  or common stock as of the date of Executive's termination and
                  without interest or other compensation to Executive for the
                  period of Executive's investment in such Rights), which right
                  may be exercised by providing written notice to Executive at
                  any time after such termination but prior to or on the final
                  day of the Initial Year; and

                           (iii) The closing of any sale and purchase of Rights
                  provided for in clause (i) or (ii) above shall take place at
                  the principal office of BFH within 5 business days after the
                  giving of the relevant notice.

                  (d) Sections 5.3 (Purchase Price to Be Paid by Company) and
         6.1 (Certain Limitations on the Company's Obligations to Purchase
         Common Stock or Rights) of the Subscription Agreement shall not apply
         during the Initial Year.

                  (e) The Amendment shall not be integrated into, and shall
         constitute a valid amendment to, the Subscription Agreement.

                                        3


<PAGE>


         4. EFFECT OF AGREEMENT; SURVIVAL. This Agreement describes certain
specific terms and conditions to which the parties have agreed concerning
Executive's investment in, and continued employment with, BFH following the
Merger. The parties expressly contemplate that the terms of this Agreement will
be incorporated in, and superseded by, the Subscription Agreement and the
Amendment.

         5. TERMINATION OF AGREEMENT.  This Agreement shall terminate upon the
earliest of: (i) the execution and delivery of the Amendment, (ii) the
termination of Executive's employment or (iii) the termination of the Merger
Agreement.

         6. MODIFICATION. This Agreement may not be modified except in a writing
executed by each of the parties hereto.

         7. DISPUTE RESOLUTION. Executive, BFH and Treasure Chest each agree
that any dispute that arises as to the parties' rights and obligations under
this Agreement shall be resolved by binding arbitration in accordance with the
terms of Section 8 of the Employment Agreement.

         8. GOVERNING LAW. This Agreement and the legal relations thus created
among the parties hereto shall be governed by and construed in accordance with
the laws of the State of New York.

         IN WITNESS WHEREOF, the parties have executed this Agreement as of the
date first above written.

                               BIG FLOWER HOLDINGS, INC.

                               By: /s/ Mark A. Angelson
                                  -------------------------------------
                                        Mark A. Angelson
                                        Executive Vice President - Office of
                                            the Chairman

                               TREASURE CHEST ADVERTISING
                               COMPANY, INC.

                               By: /s/ Mark A. Angelson
                                  -------------------------------------
                                        Mark A. Angelson
                                        Executive Vice President and Secretary

                               /s/ Edward T. Reilly
                               ----------------------------------------
                                   EDWARD T. REILLY


                                        4


<PAGE>


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