SKYMALL INC
DEF 14A, 1998-04-21
CATALOG & MAIL-ORDER HOUSES
Previous: US WATS INC, SC 13D/A, 1998-04-21
Next: WESTERN ASSET TRUST INC, DEFS14A, 1998-04-21




                            SCHEDULE 14A INFORMATION
           PROXY STATEMENT PURSUANT TO SECTION 14(A) 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 proxy statement              [ ] Confidential, for use of the 
[X] Definitive proxy statement                   Commission only (as permitted
[ ] Definitive additional materials              by Rule 14a-6(e)(2))
[ ] Soliciting material pursuant to 
    Sec. 240.14a-11(c) or Sec. 240.14a-12

                                 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 14a-6(i)(4) 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:

         -----------------------------------------------------------------------
    (5)  Total fee paid:

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

[ ] 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:

         -----------------------------------------------------------------------
     (2) Form, Schedule or Registration Statement No.:

         -----------------------------------------------------------------------
     (3) Filing party:

         -----------------------------------------------------------------------
     (4) Date filed:

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

<PAGE>

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

- --------------------------------------------------------------------------------
                NOTICE AND PROXY STATEMENT FOR ANNUAL MEETING OF
                      SHAREHOLDERS TO BE HELD MAY 20, 1998
- --------------------------------------------------------------------------------

To the Shareholders of SkyMall, Inc.:

     The  Annual  Meeting  of  the  shareholders  of  SkyMall,  Inc.,  a  Nevada
corporation (the "Company"), will be held at SkyMall's Corporate Offices located
at 1520 East Pima Street, Phoenix Arizona, 85034 on Wednesday,  May 20, 1998, at
10:00 a.m. local time for the following purposes:

     1.   To elect five directors to serve until the next annual meeting;
 
     2.   To amend the Company's  1994 Stock Option Plan (the "Option  Plan") to
          increase  the  aggregate  number  of  shares  available  for  issuance
          thereunder from 650,000 to 1,100,000; and

     3.   To transact such other business as may properly come before the Annual
          Meeting or any adjournment thereof.

     The  foregoing  items of  business  are more fully  described  in the Proxy
Statement  accompanying this Notice.  The Company is presently aware of no other
business to come before the Annual Meeting.

     Shareholders  of  record  at the  close of  business  on April 6, 1998 (the
"Record Date") are entitled to vote at the Annual Meeting or any  adjournment or
postponement  thereof.  Shares  may be voted at the Annual  Meeting  only if the
holder is present or represented by proxy.  A list of  shareholders  entitled to
vote at the Annual  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 Annual Meeting.

     A copy of the Company's 1997 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 21, 1998


SHAREHOLDERS  ARE ENCOURAGED TO SIGN,  DATE AND MAIL THE ENCLOSED  PROXY. A PRE-
ADDRESSED  ENVELOPE  IS  PROVIDED  FOR  THEIR   CONVENIENCE.   SHAREHOLDERS  ARE
ENCOURAGED  TO VOTE  REGARDLESS  OF WHETHER  THEY  ATTEND THE ANNUAL  MEETING OF
SHAREHOLDERS.

<PAGE>

                                 SKYMALL, INC.
                             1520 EAST PIMA STREET
                             PHOENIX, ARIZONA 85034

- --------------------------------------------------------------------------------
                                PROXY STATEMENT

                      1998 ANNUAL MEETING OF SHAREHOLDERS

                                  MAY 20, 1998
- --------------------------------------------------------------------------------


     This Proxy  Statement  is  furnished  by the Board of Directors of SkyMall,
Inc., a Nevada corporation (the "Company" or "SkyMall"),  in connection with the
solicitation  of  proxies  to be used for the  purpose  of voting at the  Annual
Meeting of  shareholders.  The Annual  Meeting of  shareholders  will be held on
Wednesday,  May 20, 1998 at 10:00 a.m. local time at SkyMall's corporate offices
located at 1520 East Pima Street, Phoenix, Arizona 85034.
        
     The  enclosed  proxy is solicited by the Board of Directors of the Company.
The proxy materials relating to the Annual Meeting were mailed on or about April
21,  1998 to  shareholders  of record at the close of  business on April 6, 1998
(the "Record Date"). Only shareholders of record at the close of business on the
Record Date will be entitled to vote at the Annual  Meeting,  or any adjournment
or  postponement  thereof,  either in person or by valid proxy. As of the Record
Date, there were outstanding  8,489,600 shares of common stock,  $.001 par value
per share (the "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.
Ballots cast at the Annual Meeting will be counted by the Inspector of Elections
and  determinations  of whether a quorum  exists and whether the  proposals  are
approved will be announced at the Annual Meeting.
        
     The  Inspector of Elections  will treat  abstentions  and broker  non-votes
received  as shares  that are  present  and  entitled  to vote for  purposes  of
determining a quorum, but as unvoted for purposes of determining the approval of
any  matter.  If a  broker  indicates  on  the  proxy  that  it  does  not  have
discretionary  authority as to certain  shares to vote on a  particular  matter,
those shares will not be considered as present and entitled to vote with respect
to that matter.
        
     The Company will bear the cost of the  solicitation  of proxies,  including
the  charges  and  expenses  of  brokerage   firms  and  others  for  forwarding
solicitation materials to the beneficial owners of the outstanding Common Stock.
In addition to soliciting  proxies by mail, proxies may be solicited by personal
interview or  telephone.  A person  giving the  enclosed  proxy has the power to
revoke it at anytime before it is exercised by: (i) attending the Annual Meeting
and voting in person; (ii) duly executing and delivering a proxy bearing a later
date;  or (iii)  sending a written  notice of revocation to the Secretary of the
Company at its  corporate  offices.  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.

     The information  included herein should be reviewed in conjunction with the
financial statements,  notes to financial statements,  independent  accountants'
report and other  information  included in the  Company's  1997 Annual Report to
Shareholders  that was mailed with this Proxy  Statement to all  shareholders of
record on the Record Date.

                                       1
<PAGE>

                             ELECTION OF DIRECTORS
                                (PROPOSAL NO. 1)

     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.  Unless  otherwise  noted  thereon,  the  shares  represented  by the
enclosed  proxy will be voted for the election as directors of the five nominees
named  below to serve  until the 1999 Annual  Meeting of  shareholders  or until
their  successors  have been  duly  elected  and  qualified.  The five  nominees
receiving  the  highest  number  of votes  cast at the  Annual  Meeting  will be
elected. If any of them become unavailable for any reason or if a vacancy should
occur  before  the  election  (which  events  are not  anticipated),  the shares
represented by the enclosed proxy may be voted for such other persons or persons
as may be determined by the holders of such proxy.

     The following persons have been nominated as directors:

     ROBERT M. WORSLEY (42) 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.

     ALAN C. ASHTON (53), 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 a 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 (52) has been a director of the Company since December 1996.
Mr. Knight has more than  twenty-seven  years of banking  experience.  From 1989
until 1992,  Mr. Knight was President  and Chief  Executive  Officer of Security
Pacific Bank,  Nevada.  In 1992, Mr. Knight became President and Chief Executive
Officer of Caliber  Bank,  an affiliate of Bank America  Corporation.  From 1993
until 1995,  Mr.  Knight  served as  President  of Caliber  Bank, a wholly owned
subsidiary of Independent Banks of Arizona,  which was subsequently  merged with
Norwest  Corporation.  From 1995 until  1997,  Mr.  Knight  was the Senior  Vice
President of Norwest  Banks,  Arizona.  From 1997 until 1998, Mr. Knight was the
President of Pacific Century Bank. Mr. Knight is a principal of C&K Investments,
a property  development and management  company.  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.
Mr. Knight is Chairman-elect of the Phoenix Chamber of Commerce,  immediate Past
President  of the  Arizona  Chamber  of  Commerce,  a  Director  of the  Barrows
Neurological  Institute,  a Director of the Pacific  Coast Banking  School,  and
serves on the Arizona Community Foundation.
 
     THOMAS J. LITLE  (56) has been a director  of the  Company  since  December
1996.  In  1985,  Mr.  Litle  founded  Litle &  Company,  Inc.,  which  provided
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 OrderTrust
LLC (formerly  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  Boards of  Directors  of the  Direct  Marketing  Association,  the New York
University  Center for Direct  Marketing,  Foster &  Gallagher,  DM  Management,
Tessera,  the  Catalog  Systems  Management  Network  and the  National  Catalog
Operations Forum.

                                       2
<PAGE>

     RANDY PETERSEN (43) 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 a member of the  Association  of  Corporate  Travel
Executives  and  serves  on the  Advisory  Board  of the  International  Airline
Passenger  Association.  Mr.  Petersen  also serves on the Board of Directors of
FlightPlan, Inc., TeleMiles, Inc. and Travel & Calling Card, Inc.

     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. Such
notice  shall be given 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 each nominee,  (i) the
name, age,  business  address and, if known,  residence  address of the nominee,
(ii) the principal occupation or employment of the nominee,  (iii) the number of
shares of stock of the Company which are beneficially owned by the 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.
        
COMMITTEES AND MEETINGS OF THE BOARD OF DIRECTORS

     Audit Committee.  In 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. The Audit Committee met once in 1997.

     Compensation  Committee.  Also in 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. The Compensation Committee did
not meet in 1997 as all  compensation  matters were considered and acted upon by
the full Board.
        
     Compensation   Committee   Interlocks   and  Insider   Participation.   The
Compensation  Committee  of the Board of  Directors  during  1997  consisted  of
Messrs.  Ashton and  Petersen,  neither of whom was an  employee  of the Company
during 1997.

     Other  Committees.  The  Company  does not  maintain a standing  nominating
committee.

     Board  Meetings.  During 1997,  the Board of Directors met six times.  Each
director attended in excess of 75% of the meetings held in 1997 by the Board and
the  committees of the Board,  except for Thomas J. Litle who did not attend one
Board meeting and the meeting of the Audit Committee, which was held on the same
day.

                                       3
<PAGE>

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 are not compensated for their services as directors.
        
     With the  exception of Robert M. Worsley,  who has an employment  agreement
with the Company that is described below, each of the executive  officers serves
at the pleasure of the Company's Board of Directors.

OTHER EXECUTIVE OFFICERS

Following are the executive officers of the Company who are not also directors:
        
     CHRISTINE  A.  AGUILERA  (35) 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 private practice
in Phoenix,  Arizona  practicing in the areas of corporate and  securities  law,
including most recently at Squire, Sanders & Dempsey, LLP. From 1989 until 1992,
Ms. Aguilera attended law school at the University of Texas,  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.
        
     MARK S.  SCHNEIDER (46) has served as SkyMall's Vice President of Marketing
since  September 1997.  From 1988 until joining the Company,  Mr.  Schneider was
employed  with the  Airfone  division  of GTE  where he most  recently  held the
position of Vice  President of Marketing  and had principal  responsibility  for
advertising,  promotions, sales, customer service, market planning, new business
development  and the  implementation  of new  products  and  services.  Prior to
joining GTE Airfone,  Mr. Schneider worked in various  capacities in the airline
industry  for more than ten years,  including in various  marketing  and revenue
management positions. Mr. Schneider received his bachelor's degree from Colorado
State University and M.B.A. degree from the same university in 1977.
        
     MARTIN  F.  SMITH  (40)  has  served  as   SkyMall's   Vice   President  of
Merchandising  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.

                                       4
<PAGE>

                             EXECUTIVE COMPENSATION
 
     The following  table sets forth certain  information  regarding  annual and
long-term  compensation  for services  rendered to the Company  during the years
ended  December 31, 1997,  1996 and 1995 by the Chief  Executive  Officer of the
Company and certain other executive officers of the Company  (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.
        
                           SUMMARY COMPENSATION TABLE
<TABLE>
<CAPTION>
                                                                                       LONG-TERM
                                                                                     COMPENSATION
                                                  ANNUAL COMPENSATION                   AWARDS
                                   ---------------------------------------------     ------------
                                                                                      SECURITIES
                                                                                      UNDERLYING        ALL OTHER
  NAME AND PRINCIPAL     FISCAL                                   OTHER ANNUAL       OPTIONS/SARS       COMPENSA-
      POSITION            YEAR      SALARY($)      BONUS($)      COMPENSATION($)        (1)(#)         SATION(2)($)
- ---------------------    ------    -----------    ----------     ---------------     ------------      ------------
<S>                      <C>       <C>            <C>            <C>                 <C>               <C>
                                
ROBERT M. WORSLEY         1997        190,000        28,500          3,598 (3)            -0-                   274
Chairman of the Board     1996        159,077        20,000          6,110 (3)            -0-                 1,369
Chief Executive           1995        138,295         7,500          4,749 (3)            -0-                 1,382
Officer and President

CHRISTINE A. AGUILERA     1997         69,854(4)     10,000            -0-              70,000                  174
Vice President of
Business Development,
General Counsel and
Secretary
                                
MARK S. SCHNEIDER         1997         38,942(5)      5,000            -0-              70,000                  -0-
Vice President of
Marketing 

MARTIN F. SMITH           1997        125,000        16,000            -0-              15,000                  433
Vice President of         1996         95,992           -0-         66,076 (6)          54,135 (7)            1,045
Merchandising
</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)  Ms.  Aguilera  joined the Company in February 1997.  Had Ms.  Aguilera been
     employed by the Company for the entire  year,  her annual base salary would
     have been $90,000.
(5)  Mr.  Schneider joined the Company in September 1997. Had Mr. Schneider been
     employed by the Company for the entire  year,  his annual base salary would
     have been $135,000.
(6)  Commissions earned on sales of merchandise and placement fees.
(7)  Includes  options  to  acquire  54,135  shares  of Common  Stock  that were
     repriced from $7.39 to $5.56 per share during fiscal 1996.

                                       5
<PAGE>

                      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 1997 fiscal
year.

<TABLE>
<CAPTION>
                                                INDIVIDUAL GRANTS
                              --------------------------------------------------               
                                                                                       POTENTIAL REALIZED
                                              % OF TOTAL                                VALUE AT ASSUMED
                               NUMBER OF       OPTIONS/                               RATES OF ANNUAL STOCK
                               SECURITIES        SARS                                  PRICE APPRECIATION
                               UNDERLYING     GRANTED TO     EXERCISE                  FOR OPTION TERM (2)
                              OPTIONS/SARS   EMPLOYEES IN     PRICE     EXPIRATION
NAME                           GRANTED(1)     FISCAL YEAR     ($/SH)       DATE         5%($)       10%($)
- ---------------------         ------------   ------------    --------   ----------    ---------------------
<S>                           <C>            <C>             <C>        <C>           <C>           <C>

CHRISTINE A. AGUILERA          55,000 (3)        17.9%        $9.00     02/05/2007     311,300      788,700
Vice President of              15,000 (4)         4.9%        $4.38     12/22/2007      41,250      104,550
Business Development,
General Counsel and 
Secretary

MARK S. SCHNEIDER              55,000 (5)        17.9%        $8.00     07/03/2007     187,000      558,800
Vice President of              15,000 (4)         4.9%        $4.38     12/22/2007      41,250      104,550
Marketing

MARTIN F. SMITH                15,000 (4)         4.9%        $4.38     12/22/2007      41,250      104,550
Vice President of
Merchandising

</TABLE>
- --------------

(1)  Consists entirely of stock options.
(2)  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.
(3)  The option may be exercised for 33% of the  underlying  stock  beginning on
     February 5, 1998,  for another 33%  beginning on February 5, 1999,  and for
     the final 34% beginning on February 5, 2000.
(4)  The option may be exercised for 33% of the  underlying  stock  beginning on
     December 22, 1998,  for another 33% beginning on December 22, 1999, and for
     the final 34% beginning on December 22, 2000.
(5)  The option may be exercised for 33% of the  underlying  stock  beginning on
     July 3, 1998,  for another 33% beginning on July 3, 1999, and for the final
     34% beginning on July 3, 2000.

                                       6
<PAGE>
                                 
     AGGREGATED OPTION/SAR EXERCISES AND FISCAL YEAR-END OPTION/SAR VALUES

<TABLE>
<CAPTION>
                               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)
- ----------------------     ----------------------------    ----------------------------
<S>                        <C>                             <C>
Christine A. Aguilera                0/70,000                          $0/$9,375
Mark S. Schneider                    0/70,000                          $0/$9,375
Martin F. Smith                      54,135/15,000                     $0/$9,375

</TABLE>

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

(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, 1997 of $5.00 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.  The  recipients  of  options,  length  of  options,
exercise price and other terms are  determined by the Board of Directors.  As of
April 15, 1998,  options to purchase a total of 595,848 shares were  outstanding
under the Option Plan. For additional information regarding the Option Plan, see
Proposal No. 2.
     
     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  subject  to
satisfying certain attendance  requirements.  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 44,000 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 and 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 50
percent of a participant's  contributions  up to a maximum of six percent of the
participant's annual salary.
     
     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  

                                       7


<PAGE>

bonus plans in effect from time to time and the Company  pays  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 ON EXECUTIVE COMPENSATION

     The  Company  has  developed  and  implemented  compensation  policies  and
programs which seek to improve the Company's overall  financial  performance and
thus improve  shareholder  value by aligning the interests of senior  management
with those of its shareholders.  The Company's Compensation Committee,  which is
comprised  entirely of  independent,  outside  members of the Company's Board of
Directors, has furnished the following report on executive compensation.
 
OVERVIEW AND PHILOSOPHY

     The  Company's   philosophy  is  to  structure  overall   compensation  for
executives  at levels that enable the  Company to attract,  motivate  and retain
highly qualified  executives.  The Company's  compensation program for executive
officers is primarily comprised of base salary,  bonus and long-term  incentives
in the form of stock option grants.
 
     In  determining  compensation  for its  officers,  the  Company  emphasizes
incentive-based  compensation,  particularly  cash  bonuses  and  stock  options
grants. The Company awards bonuses as a reward for performance based principally
on the Company's overall financial results.  Stock option grants are intended to
result in no reward if the stock  price  does not  appreciate,  but may  provide
substantial  rewards to  executives  as  shareholders  benefit  from stock price
appreciation.  The Company periodically reviews the compensation levels of other
companies in its industry to ensure that the Company's executive compensation is
appropriate in light of industry practices.

BASE SALARY AND BONUSES
 
     Each Company executive  receives a base salary,  which when aggregated with
their other  incentive-based  compensation,  is intended to be competitive  with
similarly situated executives in the Company's  industry.  The Company typically
targets  base pay at the minimum  level  necessary to attract  highly  qualified
executives,  which in some cases may be less than market rates.  In  determining
salaries,  the Company takes into account individual  experience and performance
and specific needs particular to the Company.
 
     In addition to base salary,  the Company  typically  pays its executives an
annual bonus. The Company believes that bonuses properly  motivate the executive
officers to perform to the  greatest  extent of their  abilities to generate the
highest attainable profits for the Company.  In 1997, bonuses paid to management
were based on the Company's  overall  performance as well as the performance and
responsibilities  of the  individual  executive.  The Company feels that bonuses
paid in 1997 were reflective of such performance.
 
OPTIONS
 
     Because  the  long-term  financial  success  of the  Company  depends  to a
significant  degree on its  management  team,  the Company  believes  that it is
crucial for its  management  team to have an equity stake in the Company.  Thus,
the Company makes option grants to key  executives  from time to time. In making
option awards,  the Company reviews the level of awards granted to executives at
companies in the  Company's  industry,  the awards  granted to other  executives
within the Company and the  individual  officer's  specific role at the Company.
Although the Company  typically  pays base salaries to executives  that are less
than market  rates,  the Company  believes  that its option  awards enable it to
attract and retain highly qualified executives.
 
     In 1997, the Board approved stock option grants to several officers.  These
options were granted at, or in excess of, the fair market value of the Company's
Common  Stock on the date of  grant.  All of the  options  granted  in 1997 were
subject to vesting over a three-year period, with approximately one-third of the
options  becoming  exercisable  on each  successive  anniversary  of the date of
grant, and expire ten years after the grant date.

                                       8

<PAGE>

OTHER BENEFITS 
 
     Executive officers are eligible to participate in benefit programs designed
for all full-time  employees of the Company.  These  programs  include  medical,
dental,  vision,  disability and life insurance and a savings program  qualified
under Section 401(k) of the Internal Revenue Code.
 
CHIEF EXECUTIVE OFFICER COMPENSATION
 
     Mr.  Worsley  founded  the  Company  in 1989 and has  served  as its  Chief
Executive  Officer  since  that  time.  Prior to the  Company's  initial  public
offering in  December  of 1996,  the  Company  entered a  three-year  employment
agreement with Mr. Worsley. The agreement  established Mr. Worsley's base salary
at $190,000,  subject to adjustment by the Board from time to time.  Mr. Worsley
received a bonus in 1997 of $28,500 and is eligible to receive standard benefits
under the Company's  insurance  programs and 401(k) plan.  Mr. Worsley has never
been awarded stock options by the Company.  The Compensation  Committee believes
that Mr. Worsley's  compensation is at or below the compensation levels of chief
executive officers of comparable, publicly held catalog companies.
 
               COMPENSATION COMMITTEE

     Alan C. Ashton             Randy Petersen 


STOCK PRICE PERFORMANCE GRAPH

     The Company's Common Stock commenced  trading on the Nasdaq National Market
under the symbol "SKYM" on December 11, 1996.  The following  graph compares the
Company's  cumulative  shareholder  return at the last trading day of each month
commencing  on December  11, 1996  through  December  31, 1997 with  shareholder
returns  on (i) the  Nasdaq  National  Market  Composite  Index and (ii)  Nasdaq
National  Market  Retail Trade  Stocks.  The graph assumes that the value of the
investment  in the Common Stock and each index was $100 at December 11, 1996 and
that all dividends, if any, were reinvested.


                                  TOTAL RETURNS

<TABLE>
<CAPTION>
                  The       Nasdaq                                The       Nasdaq
                 Nasdaq     Retail                               Nasdaq     Retail      
                 Stock      Trade     SkyMall,                   Stock      Trade     SkyMall,
   Date          Market     Stocks      Inc.           Date      Market     Stocks      Inc.
- ----------      --------   --------   --------       --------   --------   --------   --------
<S>             <C>        <C>        <C>            <C>        <C>        <C>        <C>
Base Point
12/11/96        $ 100.00   $ 100.00   $ 100.00        6/30/97   $ 110.26   $ 105.52   $  88.57
12/31/96           98.48      98.22     101.43        7/31/97     121.90     110.39      51.43
 1/31/97          102.98     100.26     105.71        8/29/97     121.72     112.27      52.86
 2/28/97           99.69      96.80     114.29        9/30/97     128.91     119.64      72.86
 3/31/97           93.18      93.39      97.14       10/31/97     122.21     113.32      65.71
 4/30/97           96.10      90.28      81.43       11/28/97     122.82     115.81      55.00
 5/30/97          106.99      99.77      85.71       12/31/97     120.90     115.70      57.14
</TABLE>

                                       9
<PAGE>

            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, 1997,  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.
     
     Thomas J.  Litle,  Director,  purchased  2,100  shares  of Common  Stock in
September 1997.  Randy Petersen,  Director,  purchased  1,250,  1,737, and 3,300
shares of Common Stock in June, July, and October, respectively, in 1997. Due to
an inadvertent  error,  these directors failed to timely report  acquisitions of
Common Stock on a Form 4.


         SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT
                                
     The table  below  sets  forth  certain  information  as of March  31,  1998
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
executive officer of the Company,  including the Named Executive Officers, (iii)
each director of the Company,  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.
     
                                                          SHARES BENEFICIALLY
                                                               OWNED (1)
                                                          -------------------
NAMES AND ADDRESS OF BENEFICIAL OWNER (2)                  NUMBER    PERCENT
- ---------------------------------------------------       ---------  --------

Robert M. and Christi M. Worsley (3)...............       5,364,614    63.2%
Alan C. and Karen Ashton (4) (5)...................       2,397,798    28.2%
Bert A. Getz (6)...................................       1,074,596    12.7%
Christine A. Aguilera (7)..........................          19,700        *
Mark S. Schneider..................................           1,000        *
Martin F. Smith (8)................................          60,195        *
Thomas J. Litle (5)(9).............................          43,000        *
Lyle R. Knight (5)(9)..............................          35,800        *
Randy Petersen (5).................................          16,287        *
All directors and executive officers 
  of the Company as a group
  (8) persons......................................       5,551,596    64.3%

- ------------
  *  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 8,489,600 shares of Common Stock  outstanding as
     of March 31, 1998.
(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.

                                           Footnotes Continued on Following Page

                                       10
<PAGE>

(4)  The  address  for the  Ashtons is c/o Ralph  Rasmussen,  Esq.,  261 E. 1200
     South, Orem, Utah 84058.
(5)  Includes  11,000  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  18,150 shares  issuable upon exercise of stock options granted to
     Ms. Aguilera pursuant to the Option Plan.
(8)  Includes (i) 54,135 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  6,000 shares of Common Stock  issuable  upon  exercise of certain
     warrants acquired in the Company's 1996 Private Placement.

                                
                                
                 CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

     On October 15, 1996, the Company, the Worsleys,  the Ashtons,  Bert A. Getz
and Globe  Corporation,  an affiliate of Bert Getz (Globe  Corporation  and Bert
Getz are  collectively  referred  to  herein as  "Getz")  entered  into  certain
agreements (collectively,  the "Shareholder Agreements").  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. In addition, the Worsleys 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.  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
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.
 
     On April 19, 1996, the Company  entered into an agreement  with  OrderTrust
LLC (formerly  LitleNet LLC), a company in which Thomas Litle, a director of the
Company, has a controlling ownership interest,  pursuant to which OrderTrust LLC
provides the Company with order  processing  management  services.  In 1997, the
Company  incurred  processing fees of  approximately  $200,000  pursuant to this
agreement.

                                       11
<PAGE>

                                
                AMENDMENT TO SKYMALL, INC. 1994 STOCK OPTION PLAN
                                (PROPOSAL NO. 2)

     At the Annual  Meeting,  the Company will seek  shareholder  approval of an
amendment (the  "Amendment") to the Option Plan to increase the number of shares
authorized for issuance  thereunder  from 650,000 to 1,100,000.  The Option Plan
provides  employees  with an incentive to actively  direct and contribute to the
Company's  growth by  enabling  them to acquire a  proprietary  interest  in the
Company.  The  Company's  Board of Directors  has approved the  Amendment to the
Option Plan and has directed  that the  Amendment be submitted as a proposal for
shareholder approval at the Annual Meeting.

CURRENT PLAN PROVISIONS

     The Option Plan authorizes  grants of incentive stock options  ("ISOs") and
non-qualified  stock  options  ("NQSOs") to all  employees  of the Company.  The
Company  currently has 178  employees.  However,  the Company  typically  grants
options only to management employees.
         
     The Board of Directors  believes that use of stock options authorized under
the Option Plan is beneficial to the Company as a means of promoting the success
and enhancing the value of the Company by linking the personal  interests of its
employees and others to those of its shareholders and by providing employees and
others with an incentive for  outstanding  performance.  These  incentives  also
provide  the  Company  flexibility  in its  ability  to  attract  and retain the
services of  employees  and others  upon whose  judgment,  interest  and special
effort the successful conduct of the Company's operation is largely dependent.
 
     The Option Plan is  administered  by the Board of  Directors.  The Board of
Directors has the exclusive  authority to administer the Option Plan,  including
the power to  determine  eligibility,  the types  and sizes of  options  and the
timing of options.

     Generally,  options  issued  under the  Option  Plan have been  subject  to
vesting over a three-year period,  with  approximately  one-third of the options
becoming  exercisable by the holder  thereof on each  anniversary of the date of
grant.  To date, the exercise price of options granted under the Option Plan has
been equal to or in excess of the fair market  value of the Common  Stock on the
date of the grant. On April 14, 1998, the last reported sale price of the Common
Stock on the Nasdaq National Market was $5.00 per share.
     
INCENTIVE STOCK OPTIONS

     An ISO is a stock  option that  satisfies  the  requirements  specified  in
Section 422 of the Internal Revenue Code (the "Code").  Under the Code, ISOs may
only be granted to  employees.  In order for an option to qualify as an ISO, the
price  payable to exercise the option must equal or exceed the fair market value
of the stock at the date of the grant,  the  option  must lapse no later than 10
years from the date of the grant,  and the stock  subject to ISOs that are first
exercisable  by an employee in any  calendar  year must not have a value of more
than $100,000 as of the date of grant.  Certain other  requirements must also be
met. The Company  determines  the  consideration  to be paid to the Company upon
exercise of any options.  The form of payment may include cash, Common Stock, or
other property.

     An  optionee  is not treated as  receiving  taxable  income upon either the
grant of an ISO or upon the exercise of an ISO. However,  the difference between
the exercise  price and the fair market value on the date of exercise is an item
of tax  preference  at the time of exercise  in  determining  liability  for the
alternative  minimum tax, assuming that the Common Stock is either  transferable
or is not subject to a substantial  risk of  forfeiture  under Section 83 of the
Code. If at the time of exercise,  the Common Stock is both  nontransferable and
is subject to a  substantial  risk of  forfeiture,  the  difference  between the
exercise price and the fair market value of the Common Stock  (determined at the
time  the  Common  Stock  becomes  either  transferable  or  not  subject  to  a
substantial  risk of forfeiture)  will be a tax  preference  item in the year in
which  the  Common  Stock  becomes  either  transferable  or  not  subject  to a
substantial risk of forfeiture.

                                       12
<PAGE>

     If Common Stock acquired by the exercise of an ISO is not sold or otherwise
disposed of within two years from the date of its grant and is held for at least
one year after the date such Common Stock is  transferred  to the optionee  upon
exercise,  any  gain or loss  resulting  from  its  disposition  is  treated  as
long-term  capital gain or loss.  If such Common Stock is disposed of before the
expiration of the above-mentioned holding periods, a "disqualifying disposition"
occurs. If a disqualifying  disposition  occurs,  the optionee realizes ordinary
income  in the year of the  disposition  in an  amount  equal to the  difference
between the fair market  value of the Common  Stock on the date of exercise  and
the exercise  price,  or the selling  price of the Common Stock and the exercise
price,  whichever is less. The balance of the optionee's gain on a disqualifying
disposition, if any, is taxed as capital gain.

     The Company is not  entitled to any tax  deduction as a result of the grant
or exercise of an ISO, or on a later  disposition of the Common Stock  received,
except that in the event of a disqualifying disposition, the Company is entitled
to a deduction equal to the amount of ordinary income realized by the optionee.

NON-QUALIFIED STOCK OPTIONS  
     
     A NQSO is any stock option other than an ISO.  Such options are referred to
as  "non-qualified"  because they do not meet the  requirements  of, and are not
eligible for, the favorable tax treatment provided by Section 422 of the Code.

     No taxable  income is realized by an optionee upon the grant of a NQSO, nor
is the Company  entitled to a tax  deduction  by reason of such grant.  Upon the
exercise of a NQSO, the optionee  realizes ordinary income in an amount equal to
the excess of the fair market  value of the Common Stock on the date of exercise
over the  exercise  price and the  Company is entitled  to a  corresponding  tax
deduction.

     Upon a  subsequent  sale or other  disposition  of  Common  Stock  acquired
through  exercise of a NQSO,  the optionee  realizes a  short-term  or long-term
capital  gain  or  loss  to  the  extent  of  any  intervening  appreciation  or
depreciation.  Such a  resale  by the  optionee  has no tax  consequence  to the
Company.

     The following table sets forth grants of options made under the Option Plan
during  1997 to (i) each of the  Named  Executive  Officers;  (ii)  all  current
executive  officers,  as a  group;  (iii)  all  current  directors  who  are not
executive  officers,  as a group; and (iv) all employees,  including all current
officers who are not  executive  officers,  as a group.  Grants under the Option
Plan are made at the discretion of the Board of Directors.  Accordingly,  future
grants under the Option Plan are not yet determinable.

OPTION PLAN BENEFITS

                                        NUMBER OF SHARES       WEIGHTED AVERAGE
                                           SUBJECT TO         EXERCISE PRICE PER
NAME AND POSITION                       OPTION GRANTS (#)        SHARE ($/SH)
- ------------------------------          -----------------     ------------------

Christine A. Aguilera
  Vice President of Business 
  Development, General Counsel
  and Secretary                              70,000                   $8.00

Mark S. Schneider
  Vice President of Marketing                70,000                   $7.22

Martin  F. Smith
Vice President of Merchandising              15,000                   $4.38

Executive Officer Group                     155,000                   $7.30

Director Group                                   --                      --

Employee Group                               52,500                   $6.81


                                       13
<PAGE>

AMENDMENTS TO OPTION PLAN

     The Board of Directors has reviewed the options currently  remaining in the
option pool for the Option Plan and has  determined  that it is  appropriate  to
increase the number of shares  authorized for issuance under the Option Plan. As
of April 15,1998,  option grants  representing  595,848 shares were  outstanding
under the Option  Plan.  The Board  believes  that an  increase in the number of
authorized shares is necessary for the continued optimal use of the Option Plan.
Therefore,  the Board is proposing  the  Amendment to the Option Plan that would
increase the number of shares authorized for issuance under the Option Plan from
650,000 to 1,100,000.


REQUIRED VOTE

     Approval of the Amendment to the Option Plan requires the affirmative  vote
of a majority of shares of Common Stock present at the Annual  Meeting in person
or by proxy.  Abstentions are considered present for this proposal, so they will
have the same effect as votes against the  Amendment.  Broker  non-votes are not
considered present for this proposal.

    THE BOARD OF DIRECTORS UNANIMOUSLY RECOMMENDS THAT YOU VOTE FOR APPROVAL
          OF THE AMENDMENT TO THE SKYMALL, INC. 1994 STOCK OPTION PLAN.

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
1998.  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  21,  1998 to be  evaluated  by the  Board for  inclusion  in the Proxy
Statement for that meeting.

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

1997 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, 1997 (except for certain exhibits thereto) was included in the 1997
annual report to shareholders  mailed with this Proxy  Statement.  Copies of all
exhibits to the Form 10-K Annual  Report are  available  subject to a payment of
$0.15 per page upon  written  request to SkyMall,  Inc.,  1520 East Pima Street,
Phoenix, Arizona 85034, Attention: Investor Relations.

                                 By Order of the Board of Directors,



                                 Robert M. Worsley
                                 Chairman, Chief Executive Officer and President

Phoenix, Arizona 
April 21, 1998

                                       14



© 2022 IncJournal is not affiliated with or endorsed by the U.S. Securities and Exchange Commission