SKYMALL INC
DEF 14C, 1997-04-11
CATALOG & MAIL-ORDER HOUSES
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                           SCHEDULE 14C INFORMATION
        INFORMATION STATEMENT PURSUANT TO SECTION 14(C) OF THE SECURITIES
                      EXCHANGE ACT OF 1934 (Amendment No. )

Filed by the Registrant [X]
Filed by a party other than the Registrant [  ]

Check the appropriate box:

[ ] Preliminary Information Statement

[X] Definitive Information Statement

[ ] Confidential, for use of the Commission only 
    (as permitted by Rule 14c-5(d)(2))

                                  SKYMALL, INC.
- --------------------------------------------------------------------------------
    (Name of Registrant as Specified in Its Charter)

- --------------------------------------------------------------------------------
    (Name of Person(s) Filing Proxy Statement, if other than the Registrant)

Payment of filing fee (Check the appropriate box):

[X] No fee required

[ ] Fee computed on table below per Exchange Act Rules 14c-5(g) and 0-11.

      (1)  Title of each class of securities to which transaction applies:
         -----------------------------------------------------------------------
      (2)  Aggregate number of securities to which transactions applies:
         -----------------------------------------------------------------------
      (3)  Per unit  price or other  underlying  value of  transaction  computed
           pursuant to Exchange Act Rule 0-11 (set forth the amount on which the
           filing fee is calculated and state how it was determined):
         -----------------------------------------------------------------------
      (4)  Proposed maximum aggregate value of transaction:
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      (5)  Total fee paid:
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[ ] Fee paid previously with preliminary materials.

[ ] Check box if any part of the fee is offset as provided  by  Exchange  Act
    Rule  0-11(a)(2)  and identify the filing for which the  offsetting fee was
    paid  previously.  Identify the previous filing by  registration  statement
    number, or the Form or Schedule and the date of its filing.

      (1)  Amount previously paid:
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      (2)  Form, Schedule or Registration Statement No.:
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      (3)  Filing party:
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      (4)  Date filed:
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<PAGE>

                                  SKYMALL, INC.
                              1520 East Pima Street
                             Phoenix, Arizona 85034

- --------------------------------------------------------------------------------
                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                             TO BE HELD MAY 15, 1997
- --------------------------------------------------------------------------------



To the Shareholders of SkyMall, Inc.:

     The  Annual  Meeting  of  the  shareholders  of  SkyMall,  Inc.,  a  Nevada
corporation (the "Company"),  will be held at Red Lion's La Posada Resort,  4949
East Lincoln Drive,  Scottsdale,  Arizona,  on Thursday,  May 15, 1997, at 10:00
a.m. P.S.T. for the following purposes:

          1.   To elect five directors to serve one-year terms; and

          2.   To transact  such other  business as may properly come before the
               meeting or any adjournment thereof.

     Shareholders  of  record  at the  close of  business  on April 2, 1997 (the
"Record  Date") are  entitled to vote at the meeting and at any  adjournment  or
postponement  thereof.  Shares can be voted at the meeting only if the holder is
present or represented by proxy. A list of shareholders  entitled to vote at the
meeting will be available for inspection at the Company's corporate headquarters
for any purpose germane to the Annual Meeting during ordinary business hours for
ten (10) days prior to the meeting.

     A copy of the Company's 1996 Annual Report to Shareholders,  which includes
audited financial statements, is enclosed. Management and the Board of Directors
cordially invite you to attend the Annual Meeting.

                                 BY ORDER OF THE BOARD OF DIRECTORS,


                                 Robert M. Worsley
                                 Chairman, Chief Executive Officer and President

Phoenix, Arizona
April 11, 1997
<PAGE>
                                  SKYMALL, INC.


          INFORMATION STATEMENT FOR THE ANNUAL MEETING OF SHAREHOLDERS

                             TO BE HELD MAY 15, 1997


                                TABLE OF CONTENTS

INFORMATION STATEMENT........................................................  1

ELECTION OF DIRECTORS........................................................  1
 Meetings and Committees of the Board of Directors...........................  4
 Directors' Fees and Employment Agreement....................................  4

EXECUTIVE COMPENSATION.......................................................  4
 Summary Compensation Table..................................................  5
 Option/SAR Grants in Last Fiscal Year ......................................  5
 Aggregated Options/SAR Exercises and Fiscal Year-End Option/SAR Values......  6
 Stock Option Plans..........................................................  6
 401(k) Plan.................................................................  6
 Employment Agreement........................................................  7
 Compensation Committee Report...............................................  7
 Stock Price Performance Graph...............................................  7

SECTION 16(a) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE......................  7

SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT...............  8

CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS............................... 10
 Tax Indemnification......................................................... 11

APPOINTMENT OF INDEPENDENT PUBLIC ACCOUNTANTS................................ 12

SHAREHOLDER PROPOSALS FOR THE NEXT ANNUAL MEETING............................ 12

OTHER BUSINESS............................................................... 12

1996 ANNUAL REPORT ON FORM 10-K.............................................. 12



<PAGE>
                                  SKYMALL, INC.

- --------------------------------------------------------------------------------
                              INFORMATION STATEMENT
- --------------------------------------------------------------------------------

     This  Information  Statement  is  furnished  by the Board of  Directors  of
SkyMall, Inc. (the "Company" or "SkyMall") in connection with the Annual Meeting
of  Shareholders  to be held on May 15, 1997.  Materials  relating to the Annual
Meeting were mailed on or about April 11, 1997 to  shareholders of record at the
close of business on April 2, 1997 (the "Record Date"). Only shareholders on the
Record Date are  entitled to notice of and to vote at the Annual  Meeting or any
adjournment  or  postponement  thereof.  As  of  the  Record  Date,  there  were
outstanding  8,654,000  shares of the Company's  Common Stock.  Shareholders are
entitled  to one vote for each  share of  Common  Stock  held of  record on each
matter of business to be considered at the Annual Meeting.

     WE ARE NOT ASKING YOU FOR A PROXY AND YOU ARE REQUESTED NOT TO SEND US A
PROXY.

     This Information  Statement was mailed to all shareholders entitled to vote
at the Annual Meeting on or about April 11, 1997.  The corporate  offices of the
Company are located at 1520 East Pima  Street,  Phoenix,  Arizona  85034 and its
telephone number at that address is (602) 254-9777.

                              ELECTION OF DIRECTORS

     The Board of Directors currently consists of five members. Each director of
the Company is elected for a period of one year at the Company's  annual meeting
of  shareholders  and serves  until his or her  successor  is duly  elected  and
qualified.  The  Company  has  nominated  all of its  existing  directors  to be
re-elected  at the  Annual  Meeting.  The  Company's  Bylaws  provide  that  any
shareholder  entitled to vote in an election of directors  may nominate  persons
for election as directors only if written notice of such shareholder's intent to
make such nomination is given,  either by personal  delivery or by United States
mail,  postage prepaid to the Secretary,  SkyMall,  Inc., 1520 East Pima Street,
Phoenix,  Arizona 85034,  not less than thirty (30) days and not more than sixty
(60) days prior to the Annual  Meeting;  provided  that if less than  forty-five
(45) days notice or prior public disclosure of the date of the Annual Meeting is
given or made to  shareholders,  such  nomination must be mailed or delivered to
the Secretary not later than the close of business on the 10th day following the
date on which the  notice of the  meeting  was mailed or public  disclosure  was
made,  whichever occurs first. Each such notice must set forth: (a) with respect
to the nominee,  (i) the name, age,  business  address and, if known,  residence
address of each such  nominee,  (ii) the  principal  occupation or employment of
each such nominee,  (iii) the number of shares of stock of the Company which are
beneficially  owned  by each  such  nominee,  and  (iv)  any  other  information
concerning  the nominee that must be disclosed with respect to nominees in proxy
solicitations  pursuant to Regulation 14A under the  Securities  Exchange Act of
1934,  as amended  (including  such  persons'  written  consent to be named as a
nominee and to serve as a director if  elected);  and (b) as to the  shareholder
giving the  notice (i) the name and  address,  as they  appear on the  Company's
books,  of such  shareholder  and (ii) the  class  and  number  of shares of the
Company  that  are  beneficially  owned  by such  shareholder  and (c) as to the
beneficial  owner,  if any, on whose behalf the nomination is made, (i) the name
and  address  of such  person  and (ii) the  class  and  number of shares of the
Company that are beneficially  owned by such person.  The chairman of the Annual
Meeting  may  refuse to  acknowledge  the  nomination  of any person not made in
compliance with the foregoing procedures.

                                       1
<PAGE>

     Information  concerning the directors and executive officers of the Company
is set forth below.

     NAME              AGE                   POSITION
     ----              ---                   --------
Robert M. Worsley      41    Chairman of the Board, Chief Executive Officer and
                              President
Christine A. Aguilera  33    Vice President of Business Development, General 
                              Counsel and Secretary
Jonathan T. Davis      44    Vice President of Marketing - Customers
John H. Hurley         32    Vice President of Operations
Martin F. Smith        39    Vice President of Marketing - Merchants
David A. Wirthlin      36    Vice President of Finance, Chief Financial Officer 
                              and Treasurer
Alan C. Ashton         52    Director
Lyle R. Knight         51    Director
Thomas J. Litle        56    Director
Randy Petersen         42    Director

     ROBERT M.  WORSLEY  has been the  Chairman  of the Board,  Chief  Executive
Officer and President of the Company since it was founded in 1989.  From 1985 to
1989,  Mr. Worsley was a principal of  ExecuShare,  Inc., an executive  services
firm that provided time-shared  financial  executives for small companies.  From
1980 to 1985,  Mr.  Worsley was an accountant  with Price  Waterhouse,  a public
accounting firm, where he most recently held the position of Audit Manager.  Mr.
Worsley received a bachelor's degree in accounting from Brigham Young University
in 1980. Mr. Worsley is a Certified Public Accountant.

     CHRISTINE A.  AGUILERA has served as SkyMall's  Vice  President of Business
Development,  General Counsel and Secretary since February 1997. From 1992 until
joining the Company, Ms. Aguilera was an attorney in Phoenix, Arizona practicing
in the areas of  corporate  and  securities  law at  several  large  law  firms,
including most recently  Squire,  Sanders & Dempsey,  LLP. From 1989 until 1992,
Ms. Aguilera  attended The University of Texas School of Law, where she received
a law degree in 1992.  From 1986  until  1989,  Ms.  Aguilera  practiced  public
accounting with Coopers & Lybrand,  where she most recently held the position of
Audit  Supervisor.  Ms. Aguilera received  bachelors'  degrees in accounting and
finance from New Mexico State  University in 1986.  Ms.  Aguilera is a Certified
Public Accountant and a member of the State Bar of Arizona.

     JONATHAN T. DAVIS has served as  SkyMall's  Vice  President of Marketing --
Customers since August 1996.  Prior to joining the Company,  Mr. Davis served as
the Vice President of Marketing for Merchants  Square,  Inc., a television  home
shopping  network for catalog  companies,  from 1995 until 1996.  Mr. Davis also
served as Director of Marketing for a children's  merchandise  catalog  company,
The Right Start,  Inc., from 1992 until 1995, and as Customer  Marketing Manager
for L.L. Bean, an outdoor  clothing and equipment  catalog  retailer,  from 1989
until 1991.  Mr. Davis was the Mail Order  Manager for  Brookstone,  a specialty
goods  retailer,  from 1984 until 1989. Mr. Davis  received a bachelors'  degree
from Amherst  College in 1975 and an M.B.A.  from Columbia  University  Graduate
School of Business in 1980.

     JOHN H. HURLEY has served as the Vice  President of  Operations  since June
1996.  Mr.  Hurley  joined the Company in December  1991 as a Call Center  Sales
Agent and was promoted to various positions, including Call Center Sales Manager
and Call Center Sales  Director,  before  becoming  SkyMall's  Vice President of
Direct Marketing in December 1995.  Before joining the Company,  Mr. Hurley held
positions in customer relations and sales at Cellular One from 1984 until 1991.

                                       2
<PAGE>

     MARTIN F. SMITH has served as  SkyMall's  Vice  President  of  Marketing --
Merchants since November 1994. Prior to joining the Company, Mr. Smith served as
Director of Sales,  Marketing and  Advertising  for Fulton Homes from 1992 until
1994, and for Tradewinds  Homes from 1985 until 1990, both of which are new home
construction  firms. Mr. Smith also was employed as District Sales Manager for a
chemical company, Huntsman Chemical Corp., from 1990 until 1992.

     DAVID A.  WIRTHLIN  has  served as the Vice  President  of  Finance,  Chief
Financial Officer and Treasurer of the Company since 1994. From 1989 until 1994,
he was employed by Arthur Andersen LLP in operational consulting,  where he most
recently held the position of Audit Manager.  From 1987 until 1989, Mr. Wirthlin
was a student at the University of Chicago Graduate School of Business, where he
received an MBA. Prior to attending  business school,  Mr. Wirthlin was employed
by Arthur  Andersen LLP from 1985 to 1987. Mr.  Wirthlin  received a Bachelor of
Arts in  accounting  from the  University  of Utah in 1985.  Mr.  Wirthlin  is a
Certified Public Accountant.

     ALAN C. ASHTON, who was a co-founder of SkyMall, has been a director of the
Company  since  December  1996.  Dr.  Ashton  was a  co-founder  of  WordPerfect
Corporation and, from its inception in 1978 until 1993, served as its President.
Dr. Ashton  graduated magna cum laude in mathematics from the University of Utah
in 1966 and received a Ph.D.  in computer  science from the same  university  in
1970. Dr. Ashton was professor of computer  science at Brigham Young  University
for 14 years from 1977 until 1991.  Dr. Ashton serves on the Boards of Directors
of Geneva Steel Co. and Fonix Corporation.

     LYLE R. KNIGHT has been a director of the Company since  December  1996. In
1992, Mr. Knight became  President and Chief Executive  Officer of Caliber Bank,
an affiliate of BankAmerica Corporation. From 1993 until 1995, Mr. Knight served
as President of Caliber Bank, a wholly owned subsidiary of Independent  Banks of
Arizona, which has subsequently merged with Norwest Corporation,  and Mr. Knight
is currently  Senior Vice  President of Norwest Banks  Arizona.  From 1989 until
1992, Mr. Knight was President and Chief Executive  Officer of Security  Pacific
Bank,  Nevada.  Mr. Knight  graduated from the University of Utah in 1968 with a
Bachelor of Science  degree in Banking and Finance and, in 1982,  graduated with
honors from Pacific Coast Banking School.

     THOMAS J. LITLE has been a director of the Company since  December 1996. In
1985,  Mr. Litle  founded  Litle & Company,  Inc.,  which  provides  information
sharing,  payment  processing  and  electronic  network  services  to the direct
marketing  industry.  Mr.  Litle  was  Chairman  of Litle &  Company's  Board of
Directors and its Chief Executive Officer until 1995, when the business was sold
to First USA. In connection  with the sale to First USA, Mr. Litle  retained the
networking and  non-payment  processing part of the business and formed LitleNet
LLC, of which he is the Chairman, which also provides direct commerce connection
and information  sharing  services to the direct marketing  industry.  Mr. Litle
received an M.B.A.  from Harvard Graduate School of Business  Administration  in
1964 after graduating from California Institute of Technology with a Bachelor of
Science  degree in 1962.  Mr. Litle also serves on the Board of Directors of the
Direct  Marketing  Association,  the  New  York  University  Center  for  Direct
Marketing,  the  Direct  Marketing  Information  Exchange,  Foster &  Gallagher,
Kearsarge Capital Corp., Tessera, the Catalog Systems Management Network and the
National Catalog Operations Forum.

     RANDY  PETERSEN has been a director of the Company since  December 1996. In
1986,  Mr.  Petersen  founded and is currently the President and Chairman of the
Board of Frequent Flyer  Services.  Frequent Flyer Services  publishes a monthly
frequent  flyer  magazine  and an  annual  frequent  flyer  guidebook,  produces
frequent  traveler  oriented  merchandise  and provides  various  travel-related
services.  Mr. Petersen is also a member of the Association of Corporate  Travel
Executives  and  serves  on the  Advisory  Board  of the  International  Airline
Passenger  Association.  Mr.  Petersen  serves  on the  Board  of  Directors  of
FlightPlan, Inc., TeleMiles, Inc. and Travel & Calling Card, Inc.

                                       3
<PAGE>

MEETINGS AND COMMITTEES OF THE BOARD OF DIRECTORS

     During fiscal 1996,  the Board of Directors  met five times.  Each director
attended all of the meetings held during fiscal 1996.  During 1996,  the Company
had no Audit or Compensation  Committees.  In February 1997, the Board appointed
Lyle R. Knight and Thomas J. Litle to serve on the  Company's  Audit  Committee.
The Audit  Committee is  responsible  for reviewing  and making  recommendations
regarding the Company's employment of independent auditors,  the annual audit of
the  Company's  financial  statements  and  the  Company's  internal  accounting
controls,  practices and policies.  Also in February 1997,  the Board  appointed
Alan C.  Ashton  and  Randy  Petersen  to  serve on the  Company's  Compensation
Committee.  The Compensation Committee is responsible for making recommendations
to the Board of Directors  regarding  compensation  arrangements  for  executive
officers of the Company, including annual bonus compensation,  and consults with
management of the Company  regarding  compensation  policies and practices.  The
Compensation Committee also makes recommendations concerning the adoption of any
compensation plans in which management is eligible to participate, including the
granting of stock options or other benefits under such plans.

DIRECTORS' FEES AND EMPLOYMENT AGREEMENT

     Directors who are not employees of the Company receive a quarterly retainer
of $2,500,  an option to purchase 5,000 shares of the Company's  Common Stock at
its fair  market  value on the date of grant  upon  appointment  to the Board of
Directors, and an annual option to purchase 3,000 shares of the Company's Common
Stock at its fair market value on the date of grant  provided they have attended
a required  minimum number of board and committee  meetings during the year. All
directors are reimbursed for expenses  incurred in connection with attendance at
meetings of the Board of Directors or committees thereof. Directors who are also
officers of the Company will not be compensated for their services as directors.

     With the  exception of Robert M. Worsley,  who has an employment  agreement
with the Company which is described below, each of the executive officers serves
at the pleasure of the Company's Board of Directors.

                             EXECUTIVE COMPENSATION

     The table on the following  page sets forth certain  information  regarding
annual and long-term  compensation  for services  rendered to the Company during
the fiscal years ended December 31, 1995 and 1996 by the Chief Executive Officer
of the  Company  and other  executive  officers  of the  Company who had a total
salary and bonus in fiscal 1996 that exceeded $100,000 (collectively, the "Named
Executive  Officers").  No  executive  officer,  other than the Chief  Executive
Officer, had a total salary and bonus in fiscal 1995 that exceeded $100,000.



                                       4
<PAGE>
<TABLE>
<CAPTION>
                           SUMMARY COMPENSATION TABLE
                                                                             LONG-TERM
                                                                            COMPENSATION
                                             ANNUAL COMPENSATION               AWARDS
                                      ------------------------------------  ------------
                                                                             SECURITIES
                                                                             UNDERLYING     ALL OTHER
NAME AND PRINCIPAL           FISCAL                          OTHER ANNUAL   OPTIONS/SARS  COMPENSATION
    POSITION                  YEAR    SALARY($)   BONUS($)  COMPENSATION($)    (1)(#)        (2)($)
    --------                  ----    ---------   --------  ---------------    ------        ------
<S>                           <C>      <C>         <C>        <C>           <C>           <C>  
 ROBERT M. WORSLEY            1995     138,295     7,500       4,749(3)          -0-          1,382
 Chairman of the Board        1996     159,077    20,000       6,110(3)          -0-          1,369
 Chief Executive
 Officer and President

 MARTIN F. SMITH              1996      95,992       -0-      66,076(4)       54,135(5)       1,045
 Vice President of
 Marketing --
 Merchants

 DAVID A. WIRTHLIN            1996      80,000    25,000         -0-         108,270(5)         800
 Chief Financial Officer
</TABLE>
- ----------
(1)  Consists entirely of stock options.
(2)  Employer matching contributions pursuant to the Company's 401(k) plan.
(3)  Includes a pro rata portion of premiums paid on a life insurance  policy on
     the life of Mr.  Worsley  under which a portion of the benefits are payable
     to beneficiaries other than the Company.
(4)  Commissions earned on sales of merchandise and placement fees.
(5)  Includes  options  to  acquire  54,135  shares  of Common  Stock  that were
     repriced from $7.39 to $5.56 per share during fiscal 1996.

                      OPTION/SAR GRANTS IN LAST FISCAL YEAR

     The following  table sets forth for each Named  Executive  Officer  certain
information concerning individual grants of stock options during the 1996 fiscal
year.
<TABLE>
<CAPTION>
                                                                           POTENTIAL REALIZED VALUE AT
                                                                          ASSUMED RATES OF ANNUAL STOCK
                                                                              PRICE APPRECIATION FOR
                                      INDIVIDUAL GRANTS                           OPTION TERM (1)
                      ---------------------------------------------------    --------------------------
                      NUMBER OF      % OF TOTAL  
                     SECURITIES     OPTIONS/ SARS
                     UNDERLYING      GRANTED TO     EXERCISE
                    OPTIONS/SAR     EMPLOYEES IN     PRICE     EXPIRATION
NAME                 GRANTED(2)     FISCAL YEAR      ($/SH)       DATE           5%($)     10%($)
- ----                 ----------     -----------      ------       ----           -----     ------
<S>                    <C>             <C>           <C>       <C>  <C>         <C>        <C>    
DAVID A. WIRTHLIN    54,135(3)         32.3%         $5.56     9/30/2006        189,473    479,636
Chief Financial
Officer
</TABLE>
- ----------
(1)  Amounts  represent  hypothetical  gains  that  could  be  achieved  for the
     respective  options if exercised at the end of the option term. These gains
     are based on assumed rates of stock  appreciation  of 5% or 10%  compounded
     annually  from  the date  the  respective  options  were  granted  to their
     expiration  date  and  are  not  presented  to  forecast   possible  future
     appreciation,  if any,  in the price of the  Common  Stock.  The  potential
     realizable  value of the  foregoing  options is calculated by assuming that
     the market price of the  underlying  security  appreciates at the indicated
     rate for the entire term of the option and that the option is  exercised at
     the exercise price and sold on the last day of its term at the  appreciated
     price.
(2)  Consists entirely of stock options.
(3)  The option may be exercised for 40% of the  underlying  stock  beginning on
     September 30, 1996,  for another 20%  beginning on September 30, 1997,  for
     another 20% beginning on September 30, 1998 and for the final 20% beginning
     on September 30, 1999.
                                       5
<PAGE>
      AGGREGATED OPTION/SAR EXERCISES AND FISCAL YEAR-END OPTION/SAR VALUES

                         NUMBER OF SECURITIES
                        UNDERLYING UNEXERCISED          VALUE OF UNEXERCISED
                        OPTIONS/SARS AT FISCAL       IN-THE-MONEY OPTIONS/SARS
                               YEAR END                  AT FISCAL YEAR END
NAME                 EXERCISABLE/UNEXERCISABLE(1)   EXERCISABLE/UNEXERCISABLE(2)
- ----                 ----------------------------   ----------------------------
Martin F. Smith              43,308/10,827               $143,566/$35,891
David A. Wirthlin            64,962/43,308              $215,749/$143,566
- ----------
(1)  Consists entirely of stock options.
(2)  Value is based on the difference between the exercise price of such options
     and the closing price of the Company's  Common Stock on the Nasdaq National
     Market on December 31, 1996 of $8.875 per share.

STOCK OPTION PLANS

     1994 Stock  Option  Plan.  The Company  has adopted the SkyMall  1994 Stock
Option Plan (the "Option  Plan")  pursuant to which  incentive and  nonqualified
stock options may be granted from time to time to directors,  officers and other
key  employees of the Company at an exercise  price of not less than fair market
value on the date of grant,  provided  that until  December  1997,  the one-year
period  following  the  Company's  initial  public  offering,  no options may be
granted at an  exercise  price less than $8.00 per share,  which was the initial
public offering price of the Company's  Common Stock. The recipients of options,
length of options, exercise price and other terms are determined by the Board of
Directors upon recommendation of the Compensation Committee.  The maximum number
of shares of Common Stock subject to options that may be outstanding at any time
under the  Option  Plan is  650,000,  subject  to a  proportionate  increase  or
decrease in the event of a stock split, reverse stock split, stock dividend,  or
other  adjustment to the Company's total number of outstanding  shares of Common
Stock. The Company has granted options to employees of the Company to purchase a
total of 503,080 shares.

     Non-Employee  Plan.  The Company has also adopted the SkyMall  Non-Employee
Director Stock Option Plan (the "Non-Employee Plan"), which authorizes the Board
of  Directors  to grant  options to  non-employee  directors  of the  Company to
purchase  shares of Common Stock of the Company.  Non-Employee  directors of the
Company receive an automatic grant of options to purchase 5,000 shares of Common
Stock on  appointment  to the  Board of  Directors  and  thereafter  receive  an
automatic  grant of options to  purchase  3,000  shares  annually.  In  general,
options granted under the Non-Employee  Plan are not transferable and expire ten
years  after  the date of the  grant.  The per share  exercise  price of a stock
option granted under the Non-Employee  Plan may not be less than the fair market
value of the Common Stock on the date of the grant. The maximum number of shares
of Common Stock that may be outstanding at any time under the Non-Employee  Plan
is 100,000,  subject to a  proportionate  increase or decrease in the event of a
stock split,  reverse stock split,  stock dividend,  or other  adjustment to the
Company's  total number of outstanding  shares of Common Stock.  The Company has
granted options to non-employee directors to purchase a total of 32,000 shares.

401(K) PLAN

     Under the Company's 401(k) plan,  adopted in 1992,  eligible  employees may
direct  that a  portion  of  their  compensation,  up to a  legally  established
maximum,  be  withheld by the Company and  contributed  to their  accounts.  All
401(k)  plan  contributions  are  placed in a trust fund to be  invested  by the
401(k) plan's  trustee,  except that the 401(k) plan may permit  participants to
direct the investment of their account balances among mutual or investment funds
available  under the plan. The 401(k) plan provides a matching  contribution  of
25% of a  participant's  contributions  up to a maximum  of four  percent of the
participant's  annual salary.  
                                       6
<PAGE>

     Amounts  contributed to participant  accounts under the 401(k) plan and any
earnings or interest  accrued on the  participant  accounts  are  generally  not
subject to federal income tax until  distributed to the  participant and may not
be withdrawn until death, retirement or termination of employment.

EMPLOYMENT AGREEMENT

     On  September  30,  1996,  the  Company's  Board of  Directors  approved an
employment  agreement  with Robert M.  Worsley  for  services as Chairman of the
Board,  Chief  Executive  Officer and  President.  This  agreement  requires Mr.
Worsley to devote his full time to the Company  during normal  business hours in
exchange for a base annual  salary of $190,000,  subject to annual  increases at
the discretion of the Board of Directors.  In addition,  Mr. Worsley is entitled
to receive  bonuses at the  discretion  of the Board of Directors in  accordance
with the Company's bonus plans in effect from time to time, and the Company will
pay certain life and disability insurance premiums on behalf of Mr. Worsley. The
agreement  has an initial  three-year  term and is  automatically  extended  for
successive  two-year  renewal  periods  without any action of the Company or Mr.
Worsley unless the Company or Mr. Worsley provides written notice of termination
to the other party no less than 30 days prior to the  expiration  of the initial
term of the  agreement  or of any  successive  renewal  period.  Pursuant to the
agreement,  Mr. Worsley may not compete with the Company  anywhere in the United
States on the termination of Mr. Worsley's employment for a period of two years.

COMPENSATION COMMITTEE REPORT

     The  Company  completed  its initial  public  offering in December of 1996.
Prior to its initial public offering, the Company had no Compensation Committee.
During 1996,  compensation  of the Company's  management  was  determined by the
Company's sole director, Robert M. Worsley. In February 1997, in compliance with
applicable Nasdaq National Market requirements, the Company's Board of Directors
appointed a  Compensation  Committee.  See "ELECTION OF DIRECTORS - Meetings and
Committees  of the  Board  of  Directors."  In  fiscal  1997,  the  Compensation
Committee   will  review  the   compensation   levels  of  management  and  make
recommendations to the Board of Directors as it deems appropriate regarding such
compensation.

STOCK PRICE PERFORMANCE GRAPH

     The Company's Common Stock commenced  trading on the Nasdaq National Market
under the symbol "SKYM" on December 11, 1996. Because the Company's Common Stock
traded for only a brief  period in 1996,  the  Company  believes  a stock  price
performance graph would not be meaningful.

             SECTION 16(a) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE

     Section 16(a) of the Securities Exchange Act of 1934 requires the Company's
directors,  executive officers and beneficial owners of more than ten percent of
the Common Stock to file with the  Securities  and Exchange  Commission  initial
statements  of  beneficial  ownership  and  statements  of changes in beneficial
ownership of the Common Stock and other equity securities of the Company held by
such persons.  Except as noted below, the Company believes,  based solely upon a
review of the copies of such beneficial  ownership  statements  furnished to it,
that during the fiscal year ended  December 31, 1996,  all Section  16(a) filing
requirements applicable to the Company's officers,  directors and owners of more
than ten percent of the Company's Common Stock were complied with.

                                       7
<PAGE>


     The following officers,  directors and owners of ten percent or more of the
Company's  Common  Stock owned  certain  Convertible  Preferred  Stock that they
acquired  from the  Company in a private  placement  in October  1996 (the "1996
Private  Placement").  The Convertible  Preferred Stock automatically  converted
into Common  Stock of the  Company  upon the  closing of the  Company's  initial
public  offering in December 1996. Due to an  inadvertent  error,  the following
persons  failed to timely  report the  conversion of the  Convertible  Preferred
Stock into Common Stock on a Form 4:

          NAME                           TITLE OR AFFILIATION
          ----                           --------------------
Robert M. Worsley         Chairman,  President and Chief Executive  Officer;
                          10% shareholder
Christi M. Worsley        10% shareholder
Alan C. Ashton            Director and 10% shareholder
Karen Ashton              10% shareholder
Bert A. Getz              10% shareholder
David A. Wirthlin         Vice President of Finance, Chief
                          Financial Officer and Treasurer
Martin F. Smith           Vice President of Marketing - Merchants
Thomas J. Litle           Director
Lyle K. Knight            Director

     Martin F. Smith,  Vice President of Marketing - Merchants,  John H. Hurley,
Vice President of Operations and Thomas J. Litle, Director,  purchased shares of
Common Stock in the Company's  initial public  offering in December of 1996. Due
to an inadvertent  error,  Mr. Smith,  Mr. Hurley and Mr. Litle failed to timely
report the acquisition of the Common Stock on a Form 4.

     The Company has advised its  officers,  directors and owners of ten percent
of more of the Company's Common Stock of their  obligations  under Section 16(a)
of the Securities  Exchange Act of 1934 and has  implemented  procedures to help
prevent inadvertent errors in the future.

         SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT

     The table on the following page sets forth certain  information as of March
21, 1997,  concerning the beneficial  ownership of the Company's Common Stock by
(i) each beneficial  owner of more than 5% of the Company's  Common Stock,  (ii)
each  director of the  Company,  (iii) each  executive  officer of the  Company,
including  the Named  Executive  Officers,  and (iv) all directors and executive
officers of the Company as a group. To the knowledge of the Company, all persons
listed in the table have sole voting and investment  power with respect to their
shares,  except to the  extent  that  authority  is  shared by their  respective
spouses under applicable law.

                                       8
<PAGE>

                                                        SHARES BENEFICIALLY
                                                              OWNED (1)
                                                       ---------------------
NAMES AND ADDRESS OF BENEFICIAL OWNER (2)               NUMBER       PERCENT
- -----------------------------------------               ------       -------
 Robert M. and Christi M. Worsley (3) ...............  5,196,714      60.0%
 Alan C. and Karen Ashton (4) (5) ...................  2,394,798      27.7%
 Bert A. Getz (6) ...................................  1,074,596      12.4%
 David A. Wirthlin (7) ..............................     68,682         *
 Martin F. Smith (8) ................................     49,368         *
 Jonathan T. Davis (9) ..............................     21,654         *
 John H. Hurley (10) ................................      2,200         *
 Christine A. Aguilera ..............................          0         *
 Thomas J. Litle (5)(11) ............................     37,900         *
 Lyle R. Knight (5)(11) .............................     32,800         *
 Randy Petersen (5) .................................      8,000         *
 All directors and executive officers of
  the Company as a group (10) persons ...............  5,412,518      62.5%
- ----------
 *  Less than 1%

(1)  A person is deemed to be the  beneficial  owner of  securities  that can be
     acquired  within 60 days from the date set forth above through the exercise
     of any option, warrant or right. Shares of Common Stock subject to options,
     warrants or rights that are currently  exercisable or exercisable within 60
     days are deemed  outstanding  for  computing  the  percentage of the person
     holding such options,  warrants or rights,  but are not deemed  outstanding
     for  computing  the  percentage  of  any  other  person.  The  amounts  and
     percentages are based upon 8,654,000 shares of Common Stock  outstanding as
     of March 21, 1997.
(2)  The business address for all directors (except Alan C. Ashton) and officers
     of the Company is c/o the Company,  1520 E. Pima Street,  Phoenix,  Arizona
     85034.
(3)  Includes (i) 2,386,798 shares of Common Stock that Robert M. and Christi M.
     Worsley (the  "Worsleys")  have the right to acquire from Alan C. and Karen
     Ashton  (the  "Ashtons");  (ii)  537,298  shares of Common  Stock  that the
     Worsleys have the right to acquire from Bert A. Getz;  and (iii) 900 shares
     of Common Stock issuable upon exercise of certain warrants  acquired in the
     Company's 1996 Private  Placement.  See "Certain  Relationships and Related
     Transactions."
(4)  The  address  for the  Ashtons is c/o Ralph  Rasmussen,  Esq.,  261 E. 1200
     South, Orem, Utah 84058.
(5)  Includes  8,000 shares  issuable  upon  exercise of certain  stock  options
     granted pursuant to the Company's Non-Employee Director Stock Option Plan.
(6)  The address for Mr. Getz is c/o Globe  Corporation,  6730 North  Scottsdale
     Road, Suite 250, Scottsdale, Arizona 85253.
(7)  Includes (i) 64,962 shares  issuable upon exercise of stock options granted
     to Mr. Wirthlin  pursuant to the Option Plan; and (ii) 900 shares of Common
     Stock  issuable  upon  exercise  of the  certain  warrants  acquired in the
     Company's 1996 Private Placement.
(8)  Includes (i) 43,308 shares  issuable upon exercise of stock options granted
     to Mr. Smith  pursuant to the Option Plan;  and (ii) 1,200 shares of Common
     Stock issuable upon exercise of certain warrants  acquired in the Company's
     1996 Private Placement.
(9)  Includes  21,654 shares  issuable upon exercise of stock options granted to
     Mr. Davis pursuant to the Option Plan.
(10) Includes  2,000 shares  issuable upon exercise of stock options  granted to
     Mr. Hurley pursuant to the Option Plan.
(11) Includes  6,000 shares of Common Stock  issuable  upon  exercise of certain
     warrants acquired in the Company's 1996 Private Placement.

                                       9
<PAGE>
                 CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

     To fund the Company's working capital requirements,  on March 17, 1994, the
Company  obtained loans (the "Working  Capital  Loans") of $2.0 million from the
Ashtons and $1.0  million  from Globe  Corporation,  an  affiliate  of Bert Getz
(Globe Corporation and Bert Getz are collectively referred to as "Getz").  These
loans paid interest monthly at a rate of 8.5% and originally matured on July 15,
1994, which date was extended to January 1, 1996 pursuant to a loan modification
and pledge agreement by and between the Company,  the Ashtons,  the Worsleys and
Getz.

     On June 30, 1995, the Ashtons loaned an additional  $850,000 to the Company
pursuant to a loan and security  agreement (the "Ashton Note"). The Note was due
on December 31, 1995 and carried an interest rate of prime plus 2%.

     On March 10, 1995,  the Company  owed $4.0 million to Bank One Arizona,  NA
pursuant  to the terms of a Loan  Agreement  dated April 30, 1993 (the "Bank One
Loan").  The Bank One Loan had an interest rate of prime plus 1 1/2% and matured
on April 15, 1995.  On March 11, 1995,  Getz paid all  principal due on the Bank
One Loan,  which totaled $4.0 million,  and the Company  entered into a Loan and
Security  Agreement  with  Getz  pursuant  to which it  agreed  to pay Getz $4.0
million (the "Getz  Note").  The Getz Note was due on March 11, 1996 and carried
an interest rate of prime plus 1 1/2%.

     On October  15,  1996,  the  Worsleys,  the  Ashtons,  Getz and the Company
entered into agreements (collectively, the "Shareholder Agreements") pursuant to
which the Ashtons and Getz agreed to convert shareholder loans of $1.425 million
and $3.575  million,  respectively,  into 1,425 and 3,575 shares of  Convertible
Preferred Stock of the Company, respectively,  effective as of October 20, 1996,
the closing date of the Company's 1996 Private Placement. In addition, under the
Shareholder Agreements,  on December 16, 1996, the closing date of the Company's
initial public offering (the  "Offering"),  the Worsleys acquired an option (the
"Ashton  Option") to acquire all of the Common  Stock of the Company held by the
Ashtons during the two-year period  following the Offering  (exclusive of shares
acquired by them in the open market). The Worsleys have agreed to use their best
efforts to obtain  financing,  including  pledging their shares of the Company's
Common Stock,  if  necessary,  from a third party to permit them to exercise the
Ashton Option in full as soon as reasonably practicable following the expiration
of their lock-up agreement with the Company's  underwriters in the Offering.  In
addition,  the  Worsleys  will have an option  (the  "Getz  Option")  to acquire
one-half  of all of the  Common  Stock of the  Company  held by Getz  during the
18-month period  following the Offering  (exclusive of shares acquired by him in
the open market).  The exercise  prices of the Ashton Option and the Getz Option
are $6.96 per share and $6.69 per share, respectively,  subject to adjustment in
certain circumstances. If the Ashton Option is not exercised during its two-year
term,  then following such term, the Worsleys will have a right of first refusal
to purchase  all of the Common  Stock held by the Ashtons  during the  following
five years. For twelve months  following the Offering,  the Ashtons have granted
an irrevocable proxy to the Worsleys to vote all shares of Common Stock owned by
them.  If the Getz  Option is not  exercised  during  its  18-month  term,  then
following such term, the Worsleys will have a right of first refusal to purchase
one-half of the shares of Common  Stock owned by Getz  during the  following  18
months.

     In order to refinance  $2.0 million of notes payable (and interest  accrued
thereon)  to each of the  Ashtons  and Getz,  the  Company  entered  into a loan
agreement  for a $4.0  million  line  of  credit  with  Merrill  Lynch  Business
Financial  Services  Inc.  ("MLBFS")  dated  October  11,  1996.  The loan had a
maturity  date of December 31, 1998 and a variable  annual  interest rate of 2.6
percent  plus the  30-Day  Commercial  Paper  Rate as quoted in The Wall  Street
Journal.  In connection with the MLBFS loan, Ashton and Getz executed  Financial

                                       10
<PAGE>
Assets  Security  Agreements with MLBFS,  granting MLBFS a security  interest in
Merrill Lynch securities  accounts of at least $2.0 million each owned by Ashton
and Getz,  respectively.  In January of 1997,  the Company  refinanced  the $4.0
million line of credit  payable to MLBFS with a $5.0 million line of credit with
Imperial Bank. The Company pledged  substantially  all of its assets as security
for the Imperial Bank loan.  Upon  refinancing  of the MLBFS line of credit with
Imperial  Bank,  the MLBFS line of credit was repaid and the  related  Financial
Assets Security Agreements of Ashton and Getz were terminated.

     In April 1993, the Company  redeemed  2,268,898 shares of Common Stock held
by the Ashtons in exchange  for certain  intellectual  property,  including  the
Company's principal trademarks and trade names. The Company secured an exclusive
license to use the intellectual property acquired by the Ashtons in return for a
1% royalty on the  Company's  sales  commencing  January 1, 1994.  On October 1,
1994,  the Ashtons  exercised an option  granted to them as part of the license,
terminated  the  Company's  obligation  to  pay  the  royalty,  transferred  the
intellectual  property back to the Company and were issued  2,268,898  shares of
Common Stock by the Company. At the time such option was exercised,  the Company
owed the Ashtons  approximately  $180,000  pursuant to the license.  The Ashtons
forgave  approximately  $72,000 of such amount and agreed to a payment  schedule
for  the  remainder,   of  which  amount  approximately   $32,000  is  currently
outstanding.

     In December 1995, Bert Getz executed a guarantee of certain indebtedness of
the Company in favor of  Quad/Graphics,  Inc., the Company's catalog printer and
paper supplier.  The guarantee  originally  included  obligations of the Company
incurred  between  December  1,  1995 and June 30,  1996,  but was  subsequently
extended by  Quad/Graphics,  Inc. and Mr. Getz until  December  31, 1996.  As of
December 31, 1996,  the balance owed by the Company to  Quad/Graphics,  Inc. was
approximately $1.6 million.

     On April 19, 1996, the Company entered into an agreement with LitleNet LLC,
a company in which Thomas  Litle,  a director of the Company,  has a controlling
ownership  interest,  pursuant to which  LitleNet  LLC provides the Company with
order processing  management services.  In 1996, the Company paid LitleNet LLC a
one-time set-up fee of $10,000.  In 1997, the Company will pay LitleNet  minimum
monthly  processing fees of up to $20,700 per month.  After the initial 12-month
term of the agreement,  the agreement is automatically renewed for an additional
12 months unless terminated by either party.

     On October 20, 1996, two of the Company's directors, Lyle Knight and Thomas
Litle, each purchased 100 shares of Convertible  Preferred Stock and warrants to
purchase  6,000 shares of Common Stock in the Company's  1996 Private  Placement
for $100,000.  The shares of Convertible  Preferred  Stock of each of Mr. Knight
and Mr. Litle  converted  into 18,800 shares of Common Stock of the Company upon
of the closing of the Company's  initial public offering in December of 1996. In
addition,  Robert Worsley,  Martin Smith and David Wirthlin purchased 15, 20 and
15 shares of Convertible Preferred Stock, respectively, and warrants to purchase
900, 1,200 and 900, shares of Common Stock, respectively,  in the Company's 1996
Private  Placement for $15,000,  $20,000 and $15,000.  The shares of Convertible
Preferred Stock of Mr. Worsley, Mr. Smith and Mr. Wirthlin converted into 2,820,
3,760 and 2,820 shares of Common  Stock,  respectively,  upon the closing of the
Company's initial public offering in December 1996.

TAX INDEMNIFICATION

     From its inception until October 1996, the Company elected to be treated as
an S  Corporation  for federal tax  purposes.  Upon the closing of the Company's
1996 Private  Placement,  the Company  terminated  its S Corporation  status and
became subject to federal  taxation as a C Corporation.  In connection  with the
termination  of  its S  Corporation  status,  the  Company  and  certain  of its
shareholders entered into a Tax Indemnification Agreement (the "Tax Agreement").
Although the Company became subject to corporate  income taxation after the date
on which it  ceased  to be an S  Corporation  (the  "Termination  Date"),  under
applicable  tax laws,  the  shareholders  of the Company prior to such date will
continue to be liable for any tax  deficiencies  attributable  to the  Company's

                                       11
<PAGE>

operations  prior  to the  Termination  Date.  Accordingly,  the  Tax  Agreement
generally  provides that those  shareholders  will be indemnified by the Company
with respect to federal and state taxes (plus interest and penalties, as well as
any costs incurred in contesting any dispute with a taxing authority)  resulting
from any adjustment to S Corporation  income for any taxable year that was taxed
directly to those shareholders.  The right to indemnification is absolute and is
not conditioned upon  realization by the Company of an offsetting  adjustment to
the Company's tax liability in a year in which it is not an S  Corporation.  Any
payment  made by the  Company  to the  those  shareholders  pursuant  to the Tax
Agreement  may be  deemed  by the  Internal  Revenue  Service  or  state  taxing
authorities  to be  nondeductible  by  the  Company  for  income  tax  purposes.
Additionally,  if a payment  made under the Tax  Agreement is  determined  to be
taxable to the those shareholders, then the Company is further obligated to make
additional payments to the those shareholders in amounts sufficient to place the
shareholders in the same net after-tax position that the shareholders would have
been in if the original indemnification had not been included in income.

                  APPOINTMENT OF INDEPENDENT PUBLIC ACCOUNTANTS

     The Board of Directors  has  appointed  Arthur  Andersen  LLP,  independent
public accountants,  to audit the financial statements of the Company for fiscal
1997.  Arthur  Andersen  LLP  representatives  are expected to be present at the
Annual Meeting and will have the  opportunity to make a statement if they desire
to do so and are expected to be available to respond to appropriate questions.

                SHAREHOLDER PROPOSALS FOR THE NEXT ANNUAL MEETING

     Any  shareholder  proposals  intended to be presented at the Company's next
annual  meeting of  shareholders  must be  received by the Company no later than
December 9, 1997 to be evaluated by the Board for  inclusion in the  information
statement for that meeting.

                                 OTHER BUSINESS

     The Annual  Meeting is being held for the  purposes set forth in the Notice
that accompanies this Information Statement. The Board of Directors is not aware
of any other business to be considered or acted upon at the Annual Meeting.

                         1996 ANNUAL REPORT ON FORM 10-K

     The  Company  files  annual  reports on Form 10-K with the  Securities  and
Exchange  Commission.  A copy of the annual  report  for the  fiscal  year ended
December 31, 1996 (except for certain exhibits thereto) may be obtained, free of
charge, upon written request by any shareholder to SkyMall, Inc., 1520 East Pima
Street,  Phoenix,  Arizona 85034, Attention:  Investor Relations.  Copies of all
exhibits to the annual report are available upon a similar  request,  subject to
payment of a $.15 per page charge to  reimburse  the Company for its expenses in
supplying any exhibit.

                                 BY ORDER OF THE BOARD OF DIRECTORS,


                                 Robert M. Worsley
                                 Chairman, Chief Executive Officer and President

Phoenix, Arizona
April 11 1997

                                       12


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