SKYMALL INC
S-3, 1999-11-22
CATALOG & MAIL-ORDER HOUSES
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       As filed with the Securities and Exchange Commission on November 22, 1999
                                               Registration No. 333-____________
================================================================================


                       Securities and Exchange Commission
                              Washington, DC. 20549
                              ---------------------

                                    FORM S-3
                             REGISTRATION STATEMENT
                                      UNDER
                           THE SECURITIES ACT OF 1933
                              ---------------------

                                  SKYMALL, INC.
             (Exact name of registrant as specified in its charter)

<TABLE>

<S>                                   <C>                                 <C>
            NEVADA                               5961                       86-0651100
(State or other jurisdiction of       (Primary Standard Industrial       (I.R.S. Employer
incorporation or organization)         Classification Code Number)     Identification Number)
</TABLE>

                              1520 EAST PIMA STREET
                             PHOENIX, ARIZONA 85034
                                 (602) 254-9777
    (Address, including zip code, and telephone number, including area code,
                  of registrant's principal executive offices)

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

                                ROBERT M. WORSLEY
                                    PRESIDENT
                                  SKYMALL, INC.
                              1520 EAST PIMA STREET
                             PHOENIX, ARIZONA 85034
                                 (602) 254-9777
 (Name, address, including zip code, and telephone number, including area code,
                              of agent for service)

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

                                   Copies to:


Christopher D. Johnson, Esq.                     Christine A. Aguilera, Esq.
Squire, Sanders & Dempsey L.L.P.                 Executive Vice President of
Two Renaissance Square                             Business Development,
40 North Central Avenue, Suite 2700                General Counsel and Secretary
Phoenix, Arizona 85004                           SkyMall, Inc.
602-528-4000                                     1520 East Pima Street
                                                 Phoenix, Arizona 85034
                                                 602-254-9777

<PAGE>

                         CALCULATION OF REGISTRATION FEE

================================================================================

                                                      PROPOSED
                       PROPOSED         PROPOSED      MAXIMUM
      TITLE OF         MAXIMUM          MAXIMUM       AGGREGATE     AMOUNT OF
  SECURITIES TO BE   AMOUNT TO BE    OFFERING PRICE   OFFERING     REGISTRATION
     REGISTERED      REGISTERED(1)    PER SHARE(2)    PRICE(2)         FEE
  ----------------   -------------   --------------   ---------    ------------

  Common Stock          413,813          $10.375      $4,293,310      $1,194
  $.001 par value

================================================================================

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

(1)  Includes  (i) up to  39,420  shares  of  Common  Stock  to be  issued  upon
     exercise of warrants and (ii) an indeterminate  number of additional shares
     of Common Stock as may from time to time become  issuable  upon exercise of
     the  warrants  by reason  of stock  splits,  stock  dividends  and  similar
     transactions,  which shares are registered  hereunder  pursuant to Rule 416
     under the Securities Act of 1933, as amended.

(2)  Estimated  solely  for  the  purpose  of  calculating  the  amount  of  the
     registration  fee,  pursuant to Rule 457 of the  Securities Act of 1933, as
     amended,  based on the  average  of the high and low  prices  for shares of
     common stock of SkyMall,  Inc. as reported by the Nasdaq National Market on
     November 15, 1999.


Approximate  date of proposed sale to public:  As soon as practicable  after the
effective date of this Registration Statement.

If any of the  securities  being  registered on this Form are to be offered on a
delayed or continuous  basis  pursuant to Rule 415 under the  Securities  Act of
1933, check the following box. [X]

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

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

If the delivery of the  prospectus  is expected to be made pursuant to Rule 434,
please check the following box. [ ]

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


                                      -ii-
<PAGE>
- --------------------------------------------------------------------------------
THE INFORMATION CONTAINED IN THIS PROSPECTUS IS NOT COMPLETE AND MAY BE CHANGED.
THE SELLING  SHAREHOLDERS  MAY NOT SELL THESE  SECURITIES UNTIL THE REGISTRATION
STATEMENT  FILED  WITH  THE  SECURITIES  AND  EXCHANGE  COMMISSION  IS  DECLARED
EFFECTIVE.  THIS  PROSPECTUS IS NOT AN OFFER TO SELL THESE  SECURITIES AND IT IS
NOT SOLICITING AN OFFER TO BUY THESE  SECURITIES IN ANY STATE WHERE THE OFFER OR
SALE IS NOT PERMITTED.
- --------------------------------------------------------------------------------

                 SUBJECT TO COMPLETION, DATED NOVEMBER 22, 1999

PROSPECTUS
                                413,813 SHARES

                            SKYMALL, INC.COMMON STOCK


     We have  issued a total of 374,393  shares of our  common  stock and 39,420
warrants to purchase 39,420 shares of our common stock in separate transactions.
Of such shares of common stock and warrants, 25,000 warrants were issued in June
1999 to our  investment  advisor , 280,555 shares of common stock were issued in
September  1999  upon  the  acquisition  of  Disc   Publishing,   Inc.,  a  Utah
corporation,  28,838  shares of Common Stock and 14,420  warrants were issued in
November  1999  upon  conversion  of  the  principal  and  interest  due  on  an
outstanding  note such note being issued pursuant to the acquisition of Durham &
Company, a Utah corporation,  in October 1998, and 65,000 shares of Common Stock
were issued in November 1999 upon settlement of a litigation matter. The holders
of  such  common  stock  and  warrants  (which  we  collectively  refer  in this
prospectus  as the "selling  shareholders")  can use this  prospectus to sell to
other  purchasers  some or all of the shares of common stock they currently hold
and can use  this  prospectus  to sell to  other  purchasers  some or all of the
shares of common  stock  they will  receive by  exercising  the  warrants.  Each
selling shareholder may sell the common stock in ordinary broker's transactions,
directly to market makers in our common stock, in private transactions or any of
the other methods of distribution  that are described in this  prospectus  under
the section titled "Plan of Distribution."

     The selling  shareholders will receive all of the amounts received upon any
sale by them of the  common  stock,  less  any  brokerage  commissions  or other
expenses incurred by them. We will not receive any proceeds from the sale of the
common  stock  by the  selling  shareholders.  However,  we will  receive  up to
$348,110  as  payment  of the  warrant  exercise  price for the  common  stock
underlying the warrants if all of the warrants are exercised.  We are paying for
the costs of registering the shares covered by this prospectus.

     The selling  shareholders  and the brokers or other third  parties  through
whom the selling shareholders sell the common stock may be deemed "underwriters"
as that term is defined in the Securities Act of 1933, as amended,  for purposes
of the resale of the shares of common stock offered in this prospectus.

     Our common stock is traded on the Nasdaq National Market  ("Nasdaq")  under
the symbol "SKYM."  According to Nasdaq, on November 19, 1999, the last reported
sale price for our common stock was $12.6875.

BEFORE  PURCHASING ANY OF THE SHARES OF COMMON STOCK COVERED BY THIS PROSPECTUS,
WE URGE YOU TO READ AND  CAREFULLY  CONSIDER THE RISK FACTORS  DISCUSSED IN THIS
PROSPECTUS,  BEGINNING  ON PAGE 9. YOU SHOULD BE PREPARED TO ACCEPT ALL OF THOSE
RISKS,  INCLUDING  THE RISK THAT YOU COULD LOSE YOUR  ENTIRE  INVESTMENT  IN THE
COMMON  STOCK,  AS  WELL  AS ANY  OTHER  RISKS  THAT  MAY BE  DISCUSSED  IN THIS
PROSPECTUS.

NEITHER THE SEC NOR ANY STATE SECURITIES COMMISSION HAS APPROVED THE SALE OF THE
COMMON STOCK OR DETERMINED  THAT THE  INFORMATION IN THIS PROSPECTUS IS ACCURATE
OR COMPLETE. IT IS ILLEGAL FOR ANY PERSON TO TELL YOU OTHERWISE.

                The date of this Prospectus is November ___, 1999

<PAGE>

YOU  SHOULD  ONLY RELY  UPON THE  INFORMATION  INCLUDED  IN OR  INCORPORATED  BY
REFERENCE INTO THIS PROSPECTUS OR IN ANY PROSPECTUS SUPPLEMENT THAT IS DELIVERED
TO YOU.  WE HAVE  NOT  AUTHORIZED  ANYONE  TO  PROVIDE  YOU WITH  ADDITIONAL  OR
DIFFERENT INFORMATION.

THE COMMON  STOCK IS NOT BEING  OFFERED IN ANY STATE  WHERE SUCH AN OFFER IS NOT
PERMITTED.

YOU  SHOULD NOT ASSUME  THAT THE  INFORMATION  INCLUDED  IN OR  INCORPORATED  BY
REFERENCE INTO THIS PROSPECTUS OR IN ANY PROSPECTUS SUPPLEMENT IS ACCURATE AS OF
ANY DATE LATER THAN THE DATE OF SUCH DOCUMENT.


                       WHERE YOU CAN FIND MORE INFORMATION

     We file annual,  quarterly and current reports and other  information  with
the U.S. Securities and Exchange Commission.  You may read and copy any document
that we have  filed at the SEC's  Public  Reference  Room  located  at 450 Fifth
Street N.W., Room 1024, Washington, D.C. 20549 and at the SEC's regional offices
located at World Trade  Center,  13th Floor,  New York,  New York,  10048 and at
Northwestern  Atrium  Center,  500 West  Madison  Street,  Suite 1400,  Chicago,
Illinois 60661. Please call the SEC at 1-800-732-0330 for more information about
the Public Reference Room facilities.  Our SEC filings are also available to you
free of charge at the SEC's website at HTTP://WWW.SEC.GOV.

     Copies of publicly available  documents that we have filed with the SEC can
also be  inspected  and copied at the  offices of the  National  Association  of
Securities Dealers, Inc., 1735 K Street, N.W., Washington, D.C. 20006.

     We have filed a registration statement on Form S-3 with the SEC that covers
the resale of the common stock offered under this prospectus. This prospectus is
part of the registration statement; however, the prospectus does not include all
of the information included in the registration statement and its exhibits. As a
result,   you  should  refer  to  the  registration   statement  for  additional
information  about  us and the  common  stock  offered  under  this  prospectus.
Statements that we make in this prospectus relating to any documents filed as an
exhibit to the registration  statement or any document incorporated by reference
into the  registration  statement  are not  necessarily  complete and you should
review the referenced document itself for a complete understanding of its terms.


                 INCORPORATION OF CERTAIN DOCUMENTS BY REFRENCE

     Some of the information that we are required to include in the registration
statement  has  been  "incorporated  by  reference."  This  means  that  we have
disclosed information to you simply by referring you to documents other than the
registration  statement.  The documents that have been incorporated by reference
are an important part of the  prospectus,  and you should be sure to review that
information  in order to understand  the nature of any  investment by you in the


                                       2
<PAGE>

common stock. In addition to previously filed documents that are incorporated by
reference, documents that we file with the SEC after the date of this prospectus
will automatically update the registration statement. The documents that we have
previously filed and that are incorporated by reference include the following:

     o    Our Annual Report on Form 10-K for the fiscal year ended  December 31,
          1998;
     o    Our  Quarterly  Reports on Form 10-Q for the  quarterly  periods ended
          March 31, 1999, June 30, 1999 and September 30, 1999;
     o    Our Current Report on Form 8-K filed April 13, 1999;
     o    Our Current Report on Form 8-K filed September 23, 1999;
     o    Our Current Report on Form 8-K filed October 5, 1999;
     o    Our  Definitive  Proxy  Statement  for  our  1999  Annual  Meeting  of
          Shareholders dated May 6, 1999; and
     o    The  description  of our Common  stock  included  in our  Registration
          Statement  on  Form  8-A,  filed  October  31,  1996,   including  all
          amendments   or  reports   filed  for  the  purpose  of  updating  the
          description.

     All documents and reports filed by us pursuant to Sections 13(a), 13(c), 14
or 15(d) of the Exchange Act after the date of this  prospectus and prior to the
date that this offering of our common stock is terminated, will automatically be
incorporated by reference into this prospectus.  We will provide you with copies
of any of the documents incorporated by reference, at no charge to you; however,
we will not deliver copies of any exhibits to such documents  unless the exhibit
itself is specifically  incorporated  by reference.  If you would like a copy of
any document, please write or call us at:

                                  SKYMALL, INC.
                              1520 EAST PIMA STREET
                             PHOENIX, ARIZONA 85034
                              ATTN: GENERAL COUNSEL
                            TELEPHONE: (602) 254-9777


                                       3
<PAGE>

                               PROSPECTUS SUMMARY

     THE FOLLOWING SUMMARY SHOULD BY READ BY YOU TOGETHER WITH THE MORE DETAILED
INFORMATION  INCLUDED AT OTHER  SECTIONS OF THIS  PROSPECTUS.  IN ADDITION,  YOU
SHOULD CAREFULLY  CONSIDER THE FACTORS  DESCRIBED UNDER "RISK FACTORS" AT PAGE 9
OF THIS PROSPECTUS.

     Throughout this prospectus,  we refer to SkyMall, Inc. and its subsidiaries
as "us", "we", "our", "SkyMall" or the "Company".


                                   THE COMPANY

     Founded in 1989,  SkyMall,  Inc., a Nevada  corporation,  is an  integrated
specialty  retailer that markets  high-quality  products and services  through a
number of unique channels and partnerships.  The Company offers its products and
services via various  media,  including the SkyMall  in-flight  print  catalogs,
workplace  catalogs,  multi-media CD-ROM and on the Internet at WWW.SKYMALL.COM,
WWW.SKYMALLTRAVEL.COM and WWW.DURHAM.SKYMALL.COM.  Our products and services are
provided by more than 300 retailers, including American Country Home, Australian
Outback   Collection,    Balducci's,   Canadian   Geographic,   Claire   Murray,
Frontgate(R),   FTD.com,  Garden.com,  Hammacher  Schlemmer(R),   Herrington(R),
Improvements(R), Langenbach, Lillian Vernon(R), L.L. Bean(R), Orvis(R), Samsung,
Seiko,   Successories(R),   The  Sharper  Image(R),  T.  Shipley(R),   The  Wine
Enthusiast(TM),  and  WorldClass  Concierge  Services(R).  The Company  offers a
diverse  variety  of  products  from  numerous  product  categories,   including
clothing,  fashion  accessories,   health  and  beauty  aids,  children's  toys,
executive gifts, educational products, gourmet cooking aids, exercise equipment,
jewelry, luggage, travel aids, and home accessories.

     Our principal  executive  offices are located at and our mailing address is
1520 East Pima Street,  Phoenix,  Arizona 85034.  Our telephone  number is (602)
254-9777.


                                 OUR OPERATIONS

     SkyMall is a "one-stop"  shopping  source for  customers who may purchase a
variety of  merchandise  from many  different  well-known  merchants in a single
transaction. Although most of the merchandise offered in the SkyMall catalogs is
available  from other  catalog  and retail  companies,  each of these  companies
typically  has its own policies for shipping and handling  charges,  merchandise
returns,  sales  taxes and  price  guarantees,  as well as its own Web site.  In
addition, each company typically has different customer service hours and credit
and  payment   policies.   By  aggregating   the   merchandise  of  our  various
participating  merchants into a single  location in our print catalog and on our
Web site,  we afford our  customers  access to thousands of products  offered by
more than 300 merchants and the convenience of one-stop shopping.

     Our  print  media   provides   consumers  with  a  selection  of  only  the
best-selling  products from our most well-known merchant partners.  This ensures
that  consumers  quickly see the most popular  items,  without  having to review
hundreds of items that may be of little  interest.  Through our online database,
we offer online  consumers a greater product  selection.  For the convenience of
our customers,  our online database is searchable by a number of parameters that


                                       4
<PAGE>

allow the  customer  to quickly  locate  products  that are of  interest to that
consumer.  We plan to further  expand the  selection  and variety of our product
offering and implement  additional online technologies that will allow us to use
customer   recommendation  software  to  offer  SkyMall  customers  personalized
recommendations based on individual tastes and preferences.

     PRINT MEDIA

     GENERAL.  We  market  our  merchandise  through  a number  of print  media,
including our in-flight catalogs, international catalogs and workplace catalogs.
We continue to seek additional ways to expand our print media  distribution  and
are  currently  testing a number of new  channels,  including  hotels,  consumer
loyalty  programs and alliances with credit card companies  which have access to
significant customer databases.  The merchandise of each participating  merchant
in our  catalogs is  presented  in a separate  section of each  catalog to allow
browsing  from  "store-to-store,"  providing the  convenience  and variety of an
upscale shopping mall environment.

     SKYMALL DOMESTIC  IN-FLIGHT  CATALOGS.  Our in-flight  catalogs,  which are
placed in airline seat pockets, represent our largest distribution channel. Over
the past eight years,  we have  experienced  substantial  growth in our domestic
in-flight  catalog  business.  Our in-flight catalog is available to over 70% of
all domestic airline passengers annually.

     The  SkyMall  program  offers  airlines a low-risk  means of  incrementally
increasing  their  earnings.  In  exchange  for  placement  of our  catalogs  in
seat-back pockets, we pay each airline partner a monthly commission based on net
merchandise  sales  generated  by the  Company  from  sales  to  that  airline's
passengers. Some agreements also require payment of a minimum monthly commission
or a boarding  cost that  reimburses  the airline for the  increased  fuel costs
attributable  to the weight of the catalogs.  In addition to increasing  airline
earnings,  our airline  partners  also  benefit  from  enhancing  the  in-flight
experience  of their  passengers  by  providing  our  catalogs as an  additional
amenity.

     SKYMALL  INTERNATIONAL  IN-FLIGHT CATALOGS. We believe that the demographic
and  technological  trends that are driving the domestic  consumer to shift from
traditional  retail  shopping  are also present in many  international  markets,
which we believe are substantially  under-served.  In early 1998, we launched an
international  initiative  under  which we  began  making  specialized  catalogs
available to passengers on certain  international flights traveling to Japan and
serving the Pacific Rim. These  catalogs  feature  merchandise  tailored to this
audience and are offered in three languages: English, Japanese and Chinese.

     In March  1999,  the Company  began  offering  SkyMall  catalogs on certain
transatlantic flights originating from New York and Boston and in June 1999, the
Company  began  offering a European  catalog on such flights  which is priced in
multiple currencies (US Dollars,  British Pound Sterling,  French Francs, German
Deutsche Marks, and the Euro), and is printed in English, German and French.

     Although  international  sales  have  been  immaterial  to  our  total  net
merchandise sales, we plan to continue exploring opportunities in these markets.
SkyMall  continues to gain experience in  international  markets,  including the
areas of merchandising,  customer service and fulfillment.  The Company plans to
enter  into  other  controlled  and  carefully  planned  expansions  into  large
international  markets through  cooperative  ventures with its current  domestic


                                       5
<PAGE>

airline partners,  as well as new international  partners.  The Company believes
that its experience in the domestic in-flight business, as well as its Web-based
infrastructure  that  allows it to quickly  set-up  call  center  operations  in
foreign countries, will enable it to expand into selected international markets,
particularly  those with a strong  interest  in U.S.  products  or where  remote
shopping already has some level of acceptance by consumers.

     WORKPLACE MERCHANDISE CATALOGS.  Through our subsidiary,  Durham & Company,
we offer logo  merchandise and recognition  products to employees of a number of
blue-chip  organizations,  primarily  through print catalogs and since September
1999,  on the Durham Web site.  Competing  in the  highly  fragmented  incentive
industry,  Durham  distinguishes itself by providing  high-quality  products and
excellent   customer  service  and  focuses  its  marketing   efforts  on  large
organizations.  SkyMall  provides  Durham's  clients with  unique,  high-quality
merchandise  offered through other SkyMall  channels as well as logo merchandise
and recognition products for corporate gift giving, employee recognition,  sales
promotions and incentives, and similar programs.

     OTHER  PRINT  CHANNELS.   We  provide  unique,   upscale  catalogs  to  the
membership-oriented  airport lounges of one of our major airline  partners.  The
SkyMall catalogs are also available on certain Northeastern routes of Amtrak. We
continue to test distribution of our print catalogs in a number of other venues,
including hotels and in connection with loyalty and marketing  programs.  We are
also testing other  alliances,  including  with major credit card  companies and
with the cruise line industry.  To the extent the test results of these programs
prove successful, we may expand our presence in these channels.

     ELECTRONIC MEDIA

     GENERAL.  We launched  our first  Internet  Web site in January of 1996 and
since then have continued to refine and develop our e-commerce  strategies.  Our
e-commerce  channels showcase products offered in our print catalogs and provide
customers an  additional  means of customer  service and  support.  In addition,
because the Internet does not pose the same size and weight  constraints  as our
paper  catalogs,  we offer  products  and  services  from a  greater  number  of
merchants and a full  complement of products from merchants who offer only their
best-selling  items  in  our  catalogs.  Through  our  wholly-owned  subsidiary,
SKYMALL.COM,  INC.,  we plan  to  increase  our  revenues  from  this  media  by
developing  SkyMall's  Web  site  as a  premier  Internet  shopping  and  travel
destination and increasing the number of partners in our affiliate program.

     AFFILIATE  PROGRAM.  In addition  to  developing  our own site,  we have an
affiliate  program  through  which we provide a turn-key  merchant  solution  to
businesses that are interested in providing SkyMall's merchandise to visitors to
their own Web sites. Our unique  proprietary  technology and other systems allow
us to quickly and  cost-effectively  implement affiliate site programs,  in many
cases with lead times of less than three weeks.  Visitors to SkyMall's affiliate
sites go directly to a SkyMall  site,  which is  typically  co-branded  with the
affiliate  partner,  for shopping  services.  After shopping,  the customers are
directed  back  exclusively  to the  site  from  which  they  began  so that the
affiliate partner does not lose the benefit of the traffic to its site. Although
an online store can be privately labeled for our affiliate partners, most of our
affiliate sites are co-branded to increase  SkyMall's brand awareness as well as
generate affinity for our online partners.


                                       6
<PAGE>

     Under our agreements with our affiliate  partners,  we typically pay them a
commission  based  on  net  merchandise  sales.  Our  affiliate  program  offers
advantages to both consumers and our partners.  Consumers  enjoy the convenience
of  SkyMall's  online  shopping  and our  partner  sites  enjoy the  benefit  of
increased revenue, while ensuring that their customers return to their site.

     Early  participants  in our affiliate  program  include some of our airline
partners  and related  entities,  such as Delta Air Lines,  Delta Crown Room and
Continental Air Lines. In addition, Northwest Airlines and America West Airlines
have  joined  our  affiliate  program.  New  participants  are  Visa  USA,  Visa
International,  First USA, the largest Visa card issuer and a banking  leader in
electronic commerce,  and LinkShare(R),  a premier provider of partnership-based
marketing on the Web,  specializing in brokering  revenue-producing  links among
complementary e-commerce sites. We also have arrangements with a number of other
high-traffic sites,  including the site offered by the best-selling book series,
Chicken Soup for the Soul, Microsoft's online shopping mall called MSN Shopping,
MSNBC,  Trip.com,  and The  Weather  Channel  site at  Weather.com.  The Company
continues  to evaluate  the success of its  individual  affiliates  and, in some
cases,   has  terminated   relationships   while  it  continues  to  pursue  new
affiliations.

     THE  SKYMALLTRAVEL.COM  WEB SITE. As part of SkyMall's previously announced
investment   in    e-commerce,    in   July   1999,    SkyMall    launched   its
WWW.SKYMALLTRAVEL.COM  Web site targeted to frequent  travelers,  which provides
one-stop access for all their travel needs.  SKYMALLTRAVEL.COM organizes many of
the best  travel  resources  in one  place,  including  linked  directories  for
airlines, hotels, rental car and online booking services, as well as content and
tools that assist business  travelers before,  during and after their trips. The
site was designed to help  travelers get the most out of online travel  planning
while minimizing the effort and time involved. Some of the leading online travel
companies  are  affiliates  at  our   SKYMALLTRAVEL.COM   Web  site,   including
webflyer.com, Trip.com, ontheroad.com,  mapquest.com,  weather.com, homefair.com
and MyFamily.com.

     THE DURHAM & COMPANY WEB SITE. In September 1999, Durham & Company launched
its Web  site at  WWW.DURHAM.SKYMALL.COM  which  offers  high  quality  logo and
corporate identity merchandise to organizations.

     DISC PUBLISHING,  INC. In September 1999, SkyMall acquired Disc Publishing,
Inc. Disc Publishing's  SkyDisc(TM) is a leading  interactive CD-ROM targeted to
the business traveler that integrates  high-quality print,  broadcast and online
media to provide an exciting  mix of topics that  entertain,  inform and enhance
the business travelers' life. SkyDisc offers the business traveler the option of
using the disk on their  laptop  computer  whether  onboard the  aircraft,  in a
hotel,  at the office,  or at home.  While using the disk online,  consumers can
link to Web sites promoted on SkyDisc to get more information and services. With
the continued  proliferation of new Web sites,  SkyDisc will help consumers sort
through  the  clutter of the Web and drive  traffic to the sites of our  program
participants.  Every other month a new "issue" of SkyDisc is  available  free in
airline seatback  pockets to more than 400,000 SkyWest  Airlines  passengers per
month.   SkyDisc  has  already  attracted  many  program  participants  such  as
Amazon.com,  Earthlink  Network,  Inc.,  Interplay  Entertainment,  Inc. and U S
WEST(R).  To the extent  sponsorship of this program continues to increase,  the
Company will consider expanding distribution of SkyDisc.


                                       7
<PAGE>

                                  THE OFFERING


Securities offered by the selling
shareholders.............................  413,813 shares of common stock

Common stock outstanding as of
November 17, 1999........................  10,452,264 shares(1)

Use of Proceeds..........................  We will not receive any proceeds from
                                           the sale  of the  common stock by the
                                           selling  shareholders.   However,  we
                                           will receive  up to  $348,110 as  the
                                           purchase  price  for  the  shares  of
                                           common stock underlying the  warrants
                                           if all of the warrants are exercised.
                                           See "Use of Proceeds."

Risk Factors.............................  The shares  of common  stock  offered
                                           under this prospectus involve a  high
                                           degree of risk. See "Risk Factors."

Nasdaq National Market Symbol............  SKYM


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

(1)  Does not  include  (i)  1,075,588  shares of  common  stock  issuable  upon
     exercise of  outstanding  stock  options  issued  pursuant to the Company's
     stock  option  plans,  (ii) an  additional  681,878  shares of common stock
     reserved for issuance  pursuant to future  awards  granted under such stock
     option plans,  (iii) 29,700 shares of common stock  issuable by the Company
     upon the exercise of warrants issued to shareholders in connection with the
     Company's 1996 Private Placement, which are exercisable at $8.00 per share,
     (iv)  700,580  shares of common  stock  issuable  by the  Company  upon the
     exercise  of  warrants  issued to the  investors  and  placement  agents in
     connection with the Company's  November 1999 private  placement,  which are
     exercisable  at prices  ranging  from $8.00 to $9.12 per share,  (v) 50,000
     shares of common  stock  issuable  upon  exercise of warrants  issued in an
     acquisition,  which are  exercisable  at $8.00 per  share,  and (v)  39,420
     shares of common  stock  issuable by the Company  upon the  exercise of the
     warrants  which are a part of the  shares of  common  stock  that are being
     offered hereby.


                                       8
<PAGE>

                                  RISK FACTORS


     BEFORE  YOU BUY ANY OF THE  SHARES OF COMMON  STOCK  BEING  OFFERED BY THIS
PROSPECTUS,  YOU SHOULD  CAREFULLY READ AND CONSIDER EACH OF THE RISK FACTORS WE
HAVE  DESCRIBED IN THIS  SECTION.  YOU SHOULD BE PREPARED TO ACCEPT ALL OF THESE
RISKS,  INCLUDING THE RISK THAT YOU MAY LOSE YOUR ENTIRE INVESTMENT,  BEFORE YOU
MAKE A DECISION TO BUY ANY OF THE SHARES OF COMMON STOCK.

     WE MAY NOT BE PROFITABLE IN THE FUTURE. Although we have been profitable in
recent  years,  we  plan  to  significantly  increase  spending  on  our  growth
initiatives  from  historical  levels  and we  expect  to  incur  losses  in the
foreseeable  future.  In  addition,   although  we  plan  to  spend  significant
additional  resources in connection  with the execution of our growth  strategy,
including for marketing,  technological  development and personnel costs,  there
can be no assurance that we can successfully deploy such resources to accomplish
the  objectives  of our growth  strategies  and  increase  the  revenues  of the
Company.

     WE MAY NOT BE ABLE TO RAISE SUFFICIENT CAPITAL. We currently have a working
capital  deficit and our existing line of credit is not sufficient to permit the
Company to fully  implement its business  plan. In order to fully  implement our
growth strategy,  we will need to raise additional capital from third parties or
otherwise secure additional financing for the Company. There can be no assurance
that the Company will be able to successfully raise additional capital or secure
other  financing,  or that such  funding  will be  available  on terms  that are
favorable  to the  Company.  To the  extent we are  unable  to raise  sufficient
additional capital or secure other financing, this could have a material adverse
effect on the Company and we may be unable to fully implement our planned growth
strategy.

     OUR  BUSINESS  MAY NOT GROW IN THE  FUTURE.  Since our  inception,  we have
rapidly expanded our operations, growing from total revenues of $200,000 in 1990
to total  revenues of $66.3 million in 1998.  Our  continued  future growth will
depend to a  significant  degree on our  ability to increase  revenues  from our
existing businesses, maintain existing channel partner relationships and develop
new channel partner  relationships,  expand our product and content  offering to
consumers,  while  maintaining  adequate  gross  margins,  and  implement  other
programs  that  increase  the  circulation  of the SkyMall  print  catalogs  and
generate  traffic for our  e-commerce  programs.  Our ability to  implement  our
growth strategy will also depend on a number of other factors, many of which are
or may be beyond our control,  including (i) our ability to select products that
appeal to our customer base and effectively  market them to our target audience,
(ii) sustained or increased  levels of airline travel,  particularly in domestic
airline  markets,  (iii)  increasing  adoption by  consumers of the Internet for
shopping, (iv) the continued perception by participating merchants that we offer
an effective  marketing  channel for their  products and  services,  and (v) our
ability to attract,  train and retain qualified employees and management.  There
can be no assurance  that we will be able to  successfully  implement our growth
strategy.

     OUR FUTURE GROWTH IS IN PART  DEPENDENT  UPON THE  CONTINUED  GROWTH OF THE
ELECTRONIC  COMMERCE  MARKET.  The market for the sale of products  and services


                                       9
<PAGE>

over the  Internet  is a new and  rapidly  evolving  market.  Our future  growth
strategy is partially dependent upon the widespread acceptance and use of online
services as an avenue for retail  purchases.  Consumers have only recently begun
to make  purchases  over the Internet  and there is no assurance  that they will
continue  to do so in the  future.  In order for us to grow our online  customer
base,  we will need to attract  purchasers  who have  historically  relied  upon
traditional venues for making their retail purchases.  If use of online services
does not continue to grow as expected,  or if the  technological  infrastructure
for the  Internet is unable to  effectively  support its growing use, our growth
strategy may be materially adversely affected.

     WE MAY BE UNABLE TO  MANAGE  THE  POTENTIAL  GROWTH  OF OUR  BUSINESS.  Our
potential growth may place  significant  demands upon our personnel,  management
and  financial  resources.  In order to manage this growth,  we may have to hire
additional personnel and develop additional management infrastructure.  There is
no  assurance  that  people with the  necessary  skills and  experience  will be
available as needed or on terms  favorable to us. There is no assurance that our
current and planned personnel, systems, procedures and controls will be adequate
to support our future operations,  that we will be able to attract, hire, train,
retain,  motivate and manage necessary personnel, or that our management will be
able  to  identify,   manage  and  exploit  existing  and  potential   strategic
relationships and market  opportunities.  If we are unable to effectively manage
any potential  growth,  our business and financial  condition could be adversely
affected.

     OUR PLANS FOR INTERNATIONAL  EXPANSION POSE ADDITIONAL RISKS. A significant
aspect of our growth strategy is to expand our business internationally, through
our  in-flight  catalog  program  as  well  as the  Internet.  We  have  limited
experience in selling our products and services internationally.  Such expansion
will place  additional  burdens upon our  management,  personnel  and  financial
resources and may cause the Company to incur losses. We will also face different
and  additional   competition  in  these  international  markets.  In  addition,
international   expansion  has  certain   unique   risks,   such  as  regulatory
requirements,  legal uncertainty  regarding  liability,  tariffs and other trade
barriers,  difficulties  in staffing and  managing  foreign  operations,  longer
payment cycles,  political instability and potentially adverse tax implications.
To the  extent we  expand  our  business  internationally,  we will also  become
subject to risks associated with international  monetary exchange  fluctuations.
Any one of these risks could  impair our  ability to expand  internationally  as
well as have a material  adverse  impact upon our overall  business  operations,
growth and financial condition.

     WE FACE INTENSE COMPETITION. The distribution channels for our products are
highly  competitive.  From  time  to  time  in  our  airline  catalog  business,
competitors,  typically  other  catalog  retailers,  have  attempted  to  secure
contracts  with  various  airlines  to offer  merchandise  to  their  customers.
American Airlines currently offers merchandise catalogs to its customers through
a competitor.  In addition,  in July 1999, TWA, a former SkyMall partner,  began
carrying a competitor's  catalog.  We also face  competition  for customers from
airport-based  retailers,  duty-free  retailers,  specialty  stores,  department
stores  and  specialty  and  general  merchandise  catalogs,  many of which have
greater financial and marketing resources than we have. In addition,  we compete
for customers with other in-flight  marketing media,  such as  airline-sponsored
in-flight  magazines and airline video programming.  In our electronic  commerce
sales, we face intense  competition  from other content  providers and retailers
who seek to offer their products and/or services at their own Web sites or those
of other third  parties.  The success of online  marketing  cannot be  currently
determined,  and further  penetration  in this market will  require  substantial


                                       10
<PAGE>

additional  financial  resources,  acquisition  of  technology,  investments  in
marketing and contractual relationships with third parties. Results will also be
affected by existing competition,  which the Company anticipates will intensify,
and by  additional  entrants  to the market who may already  have the  necessary
technology and expertise,  many of whom may have substantially greater resources
than the Company.

     DEPENDENCE ON CHANNEL RELATIONSHIPS.  Our business depends significantly on
our  relationships  with the  airlines,  affiliate  Web sites,  hotels and other
channel  partners.  Our  agreements  with our  channel  partners  are  typically
short-term allowing the partner to terminate the relationship on 60-to-180 days'
advance  notice.  There is no assurance that our channel  partners will continue
their  relationships  with  us and the  loss  of one or more of our  significant
channel partners could have a material adverse effect on our financial condition
and results of operations.

     WE MAY BE UNABLE TO MAINTAIN  HISTORICAL MARGIN LEVELS. We may be unable to
increase or maintain our gross margins at historical  levels,  particularly  for
our  electronic  commerce   initiatives.   As  competition  in  online  shopping
intensifies, our merchant participants may be unable or unwilling to participate
in our programs when more favorable economic  arrangements may be available from
other third parties.  Although many of our merchants have  participated  with us
for  several  years,  most  of  our  relationships  are  short-term  and  may be
re-negotiated  by the merchant  every 90 days.  To the extent our gross  margins
decline  from  historical  levels,  our  financial   condition  and  results  of
operations may be adversely affected.

     WE FACE CREDIT RISKS. Some participating merchants agree to pay a placement
fee to us for including their merchandise in our programs.  We record an account
receivable  from the merchant for the placement  fee. In some cases,  we collect
the placement fee either from the merchant or by withholding it from amounts due
to the merchant  for  merchandise  sold.  To the extent that the  placement  fee
receivable  exceeds the sales of the  merchant's  products  and the  merchant is
unable or unwilling to pay the difference to us, we may experience credit losses
which  could have a  material  adverse  effect on our  financial  condition  and
results of operations.

     WE ARE VULNERABLE TO INCREASES IN PAPER COSTS AND AIRLINE FUEL PRICES.  The
cost of paper  used to print  our  catalogs  and the fees  paid to  airlines  to
reimburse  them for the  increased  fuel  costs  associated  with  carrying  our
catalogs are  significant  expenses of our operations.  Historically,  paper and
airline fuel prices have fluctuated  significantly  from time to time. Prices in
the paper  market can and often do change  dramatically  over a short  period of
time. Any significant  increases in paper or airline fuel costs that we must pay
could have a material  adverse effect on our financial  condition and results of
operations.

     OUR INFORMATION AND  TELECOMMUNICATIONS  SYSTEMS MAY FAIL OR BE INADEQUATE.
We process a large volume of relatively small orders. Consequently,  our success
depends to a significant  degree on the effective  operation of our  information
and  telecommunications  systems.  These  systems  could fail for  unanticipated
reasons or they may be  inadequate  to process any  increase in our sales volume
that may occur. Any extended  failure of our information and  telecommunications
systems  could have a material  adverse  effect on our  financial  condition and
results of operations.


                                       11
<PAGE>

     WE FACE RISKS  ASSOCIATED  WITH ONLINE  SECURITY  BREACHES OR FAILURES.  In
order to successfully  make sales over the Internet,  it is necessary that we be
able to ensure the secure transmission of confidential customer information over
public  telecommunications  networks.  We employ certain  technology in order to
protect such information,  including customer credit card information.  However,
there is no assurance that such information  will not be intercepted  illegally.
Advances  in  cryptography  or other  developments  that  could  compromise  the
security  of  confidential  customer  information  could have a direct  negative
impact upon our electronic  commerce  business.  In addition,  the perception by
consumers  that  making  purchases  over the  Internet  is not  secure,  even if
unfounded,  will mean that fewer consumers are likely to make purchases  through
that medium.  Finally,  any breach in  security,  whether or not a result of our
acts or omissions, may cause us to be the subject of litigation,  which could be
very time-consuming and expensive to defend.

     OUR  BUSINESS IS  SEASONAL.  Our  business is seasonal in nature,  with the
greatest volume of sales typically  occurring  during the Holiday selling season
of the  fourth  calendar  quarter.  During  1998,  approximately  41% of our net
merchandise sales were generated in the fourth quarter. Any substantial decrease
in sales for the fourth  quarter  could have a  material  adverse  effect on our
results of operations.

     WE  FACE  RISKS  OF  INCREASED  GOVERNMENTAL  REGULATION  AND  OTHER  LEGAL
UNCERTAINTIES.  Our electronic  commerce activities are not currently subject to
significant  regulation,  other than those  applicable to businesses  generally.
However,  electronic  commerce is a new market and it is likely that regulations
and laws may be  enacted  in the  future  which  would  apply to our  electronic
commerce  activities.  Any such laws or  regulations  could result in additional
costs associated with such activities,  reduce or inhibit the growth of Internet
use, thereby reducing the growth of our electronic  commerce  business,  or have
other  adverse   effects.   Additionally,   certain   states  or   international
jurisdictions  could  enact  laws that  would  require  us to  register  in such
jurisdictions, pay fees or otherwise increase our costs of doing business.

     WE FACE A RISK OF PRODUCT LIABILITY CLAIMS. Our catalogs and our electronic
commerce  sites feature  products and services from more than 300  participating
merchants.  Generally, our agreements with these participating merchants require
the merchants to indemnify us and thereby be solely  responsible  for any losses
arising from product liability claims made by customers,  including the costs of
defending any such claims,  and to carry product liability  insurance that names
SkyMall as an additional  insured.  In addition,  we maintain product  liability
insurance  in the  aggregate  amount  of  $2.0  million  and  $1.0  million  per
occurrence.  If a merchant  was unable or unwilling to indemnify us as required,
and any such losses  exceeded our insurance  coverage or were not covered by our
insurer,  our financial  condition and results of operations could be materially
adversely affected.

     WE RELY  UPON OUR  PRESIDENT  AND  OTHER  KEY  PERSONNEL.  We depend on the
continued  services of Robert M.  Worsley,  our  chairman,  president  and chief
executive officer, and on the services of certain other executive officers.  The
loss of Mr.  Worsley's  services or of the services of certain  other  executive
officers could have a material adverse effect on our business.

     THE WORSLEYS CAN CONTROL MANY IMPORTANT COMPANY  DECISIONS.  As of November
17, 1999, Mr. Worsley and his wife (the "Worsleys") beneficially owned 4,798,530
shares, or approximately 46% of our outstanding  common stock. As a result,  the


                                       12
<PAGE>

Worsleys have the ability to significantly  influence the affairs of the Company
and  matters  requiring  a  shareholder  vote,  including  the  election  of the
Company's  directors,  the amendment of the  Company's  charter  documents,  the
merger or dissolution of the Company,  and the sale of all or substantially  all
of the Company's assets. The voting power of the Worsleys may also discourage or
prevent any proposed takeover of the Company pursuant to a tender offer.

     THE PRICE OF OUR COMMON  STOCK IS EXTREMELY  VOLATILE.  The market price of
our common  stock has been  highly  volatile.  Occurrences  that could cause the
trading  price of our  common  stock to  fluctuate  dramatically  in the  future
include:

     o    new merchant agreements
     o    the acquisition or loss of one or more airline, electronic commerce or
          other channel partners
     o    fluctuations in our operating results
     o    analyst reports, media stories,  Internet chat room discussions,  news
          broadcasts and interviews
     o    market conditions for retailers and electronic  commerce  companies in
          general
     o    changes in airline fuel, paper or our other significant expenses
     o    changes in the commissions we are able to negotiate with our merchants

     The stock market has from time to time experienced extreme price and volume
fluctuations that have particularly affected the market price for companies that
do some or all of their  business on the  Internet.  During the third quarter of
1999, net merchandise sales from the Internet  represented  approximately 21% of
our net  merchandise  sales.  Accordingly,  the price of our common stock may be
impacted by these or other trends.

     OUR OUTSTANDING SHARES MAY BE DILUTED. The market price of our common stock
may  decrease as more  shares of common  stock  become  available  for  trading.
Certain  events  over  which  you have no  control  result  in the  issuance  of
additional  shares of our  common  stock,  which  would  dilute  your  ownership
percentage  in  SkyMall.  We may issue  additional  shares  of  common  stock or
preferred stock:

     o    to raise additional capital or finance acquisitions; or
     o    upon the exercise or conversion of outstanding options and warrants

     There are  currently  outstanding  warrants  and  options  to acquire up to
1,895,288  additional  shares of common  stock at prices  ranging  from $2.13 to
$24.50 per share, including the 39,420 warrants described in this prospectus and
the underlying  shares which are included in the shares of common stock that are
being offered hereby. If exercised, these securities will dilute your percentage
ownership of common stock.  These securities,  unlike the common stock,  provide
for  antidilution  protection upon the occurrence of stock splits,  redemptions,
mergers,   reclassifications,   reorganizations   and  other  similar  corporate
transactions,  and, in some cases, major corporate announcements. If one or more
of these  events  occurs,  the  number of shares  of  common  stock  that may be
acquired upon conversion or exercise would increase.

     RISK THAT FORWARD-LOOKING STATEMENTS MAY NOT COME TRUE. This prospectus and
the  documents  incorporated  herein  by  reference,   contain   forward-looking
statements that involve risks and uncertainties. We use words such as "believe,"
"expect,"  "anticipate,"  "plan" or similar  words to  identify  forward-looking
statements.  Forward-looking statements are made based upon our belief as of the


                                       13
<PAGE>

date that such statements are made. These  forward-looking  statements are based
largely on our  current  expectations  and are  subject to a number of risks and
uncertainties,  many of which are beyond our control. You should not place undue
reliance on these forward-looking statements, which apply only as of the date of
such  documents.   Our  actual  results  could  differ   materially  from  those
anticipated in these forward-looking  statements for many reasons, including the
risks faced by us described above and elsewhere in this prospectus.

     WE FACE RISKS  ASSOCIATED  WITH THE YEAR 2000.  Many software  programs use
only two digits to identify the year in the date field. If such programs are not
corrected,  data that includes a date in the Year 2000 or later could cause many
computer  applications to fail, lock-up or generate erroneous results.  Further,
certain computer programs may not properly process certain dates. This potential
problem is generally  referred to as the "Year 2000 Issue." We have  initiated a
program to  evaluate  and address  our  exposure to the Year 2000 Issue.  If not
corrected, many computer applications could fail or create erroneous results.

     We have a program in  process to  identify  our  exposure  to the Year 2000
Issue and we have begun to  implement  measures to  mitigate  any  problems.  We
believe we have identified all  significant  internal  systems and  applications
that require attention of some form in order to address Year 2000 Issue risks.

     Our information or production  systems which consist of order entry,  order
conveyance and customer  service are primarily  based on the Microsoft  suite of
products and the  hardware is  principally  late model Compaq and Dell  servers,
which  are  designed  and  represented  to  meet  Year  2000  Issue   functional
requirements.  A testing program has been performed by an outside  contractor to
certify that such systems are Year 2000  compliant.  The  certification  program
also included the hardware and operating systems that support the applications.

     We have other  non-production  systems such as internal  security  systems,
telephone systems,  and network computer equipment,  which we are also currently
reviewing for Year 2000 compliance.  In addition, we are surveying certain third
parties, such as our vendor partners,  banks and telephone service providers, to
attempt to determine the Year 2000 Issue  capability of their  critical  systems
upon which our essential business operations are dependent.

     We believe we have identified all of the major information  systems used in
our internal  operations  and have  substantially  completed all  modifications,
upgrades or replacements to minimize the possibility of a material disruption of
our  business.   The  expenditures  that  we  have  incurred  to  date  and  the
expenditures  we  expect  to  incur  in this  regard  have  not been and are not
expected to be material to our  business,  results of  operations  and financial
condition.  However,  failure of third-party  equipment,  software or content to
operate properly with regard to the Year 2000 Issue could require the Company to
incur  unanticipated  expenses to remedy  problems,  which could have a material
adverse effect on its business, operating results and financial condition.

     We believe that our most  significant  worst case Year 2000 Issue scenarios
involve the inability of our vendors to process orders and conduct business such
as arranging  deliveries to customers and replenishing  inventories and that the
computer systems  necessary to maintain the viability of the Internet or the Web


                                       14
<PAGE>

sites that direct  consumers to the Company's  online  catalog and related sites
may not be Year 2000  compliant.  In  addition,  computers  used by customers to
access the  Company's  online  catalog  and  related  sites may not be Year 2000
compliant,  delaying customers' product purchases.  Furthermore,  a reduction in
airline  travel  due to  concerns  about  the Year  2000  Issue  in the  airline
industry,  even if  based  on  unfounded  fears,  could  materially  impact  the
Company's business.

     The Company has initiated formal  communications with significant suppliers
and  service  providers  to  determine  the extent to which its  systems  may be
vulnerable if they fail to address and correct  their own Year 2000 Issues.  The
Company  cannot  guarantee  that the systems of suppliers or other  companies on
which it relies  will be Year 2000  compliant.  Failure  by  suppliers  or other
companies to convert their systems could disrupt the Company's systems.

     To the extent we are unable to  adequately  identify,  evaluate and address
all of the Year 2000 Issues  relating to our business,  or are unable to develop
and implement  effective  contingency  plans, we could  experience a significant
disruption of our ability to receive and process customer orders,  in which case
our  financial  condition  and  results  of  operations  would be  likely  to be
materially adversely affected.

FORWARD-LOOKING STATEMENTS

     Certain  statements made herein,  in future filings by the Company with the
SEC and in the  Company's  written  and  oral  statements  made  by or with  the
approval  of  an  authorized  executive  officer,   constitute  "forward-looking
statements"  within the meaning of Section 27A of the Securities Act of 1933 and
Section 21E of the Securities Exchange Act of 1934, and the Company intends that
such forward-looking  statements be subject to the safe harbors created thereby.
These statements  discuss,  among other items, the Company's growth strategy and
anticipated trends in our business. Words and phrases such as "should be," "will
be," "believes," "expects," "anticipates," "plans," "intends," "may" and similar
expressions identify forward-looking statements.  Forward-looking statements are
made based upon our belief as of the date that such  statements are made.  These
forward-looking statements are based largely on our current expectations and are
subject  to a number of risks and  uncertainties,  many of which are  beyond our
control.  Actual  results  could differ  materially  from these  forward-looking
statements as a result of the factors described herein, including, among others,
regulatory or economic  influences.  Examples of uncertainties which could cause
such differences  include,  but are not limited to, the Company's  dependence on
its relationships with its airline, merchant, and other partners, the ability of
the  Company to attract  and retain key  personnel,  especially  highly  skilled
technology personnel, the ability of the Company to secure additional capital to
finance its  business  strategy,  fluctuations  in paper prices and airline fuel
costs,  customer  credit  risks,   competition  from  other  catalog  companies,
retailers and e-commerce companies, and the Company's reliance on technology and
information  and  telecommunications  systems,  all of which are discussed  more
fully above and in the Company's  other filings with the Securities and Exchange
Commission.  The Company  undertakes no obligation to publicly  update or revise
any  forward-looking  statements whether as a result of new information,  future
events, or otherwise.


                                       15
<PAGE>

                              SELLING SHAREHOLDERS

     The  shares  being  offered  by the  selling  shareholders  were  issued in
separate  transactions.  We are  registering  the  shares in order to permit the
selling shareholders to offer these shares for resale from time to time.

     The following table provides certain information with respect to the common
stock  beneficially  owned by each selling  shareholder as of November 17, 1999.
None of these selling  shareholders has a material  relationship  with us except
Lorne Grierson,  who is the President of Disc Publishing,  Inc., a subsidiary of
the Company,  Ryan Beck & Co., Inc., who is a financial  advisor to the Company,
and Mark P. Durham who provides consulting services to the Company in connection
with its subsidiary,  Durham & Company. We believe that the selling shareholders
named in the following table have sole voting and investment  power with respect
to the respective  shares of common stock set forth  opposite  their names.  The
shares of common stock  offered by this  prospectus  may be offered from time to
time by the selling shareholders named below or their nominees.

<TABLE>
<CAPTION>
                                        Shares Beneficially                       Shares Beneficially
                                            Owned Prior           Number of           Owned After
                                          to the Offering          Shares             the Offering
                                     -------------------------     Offered      ------------------------
                                                                  ---------
Name                                  Number        Percent(1)                   Number       Percent(2)
- ----                                 --------       ----------                  ---------     ----------
<S>                                  <C>            <C>           <C>           <C>           <C>
Lorne Grierson                        148,044 (3)       1.4%       132,044         16,000 (3)      *
Warren Osborn                         100,634           1.0%       100,634              0          0%
Flamingo Partnership                   30,495            *          30,495              0          0%
David E. Hardy                          5,794            *           5,794              0          0%
Bart Howell                             6,794            *           5,794          1,000          *
Kyle B. Love, Trustee                   5,794            *           5,794              0          0%
  KCL NACT Unitrust
Mark P. Durham, Trustee                36,470 (4)        *          21,629         14,841(4)       *
  Mark P. Durham Trust Dated
  December 10, 1997
Mary R. Durham, Trustee                22,755            *          21,629          1,126          *
  Mark P. Durham Trust Dated
  December 10, 1997
Andrew P. Campbell                     19,363            *          19,363              0          0%
Jonathan H. Waller                      3,300            *           3,300              0          0%
Charles A. McCallum III                 2,200            *           2,200              0          0%
Janet R. Varnell                        4,875            *           4,875              0          0%
Marcia W. Aldridge                      2,762            *           2,762              0          0%
Harry Scoufos                          32,500            *          32,500              0          0%
Ryan, Beck & Co., Inc.                 56,112 (5)        *          25,000         31,112          *

</TABLE>

_______________

* Less than 1%.

(1)  Percentages are based upon 10,452,264  shares of the Company's common stock
     outstanding as of November 17, 1999.

(2)  Percentages are based upon 10,491,684  shares of the Company's common stock
     outstanding, assuming all of the shares of common stock offered pursuant to
     this prospectus are sold by the selling shareholders.

(3)  Includes  15,000  shares of common stock  issuable upon exercise of options
     held by Mr.  Grierson  pursuant to the Company's 1994 Stock Option Plan, as
     amended.

(4)  Includes  5,000 shares of common stock  issuable  upon  exercise of options
     held by Mr.  Durham  pursuant to the  Company's  1994 Stock Option Plan, as
     amended.

(5)  Includes  31,112 shares of common stock  issuable upon exercise of warrants
     held by Ryan,  Beck & Co.,  Inc.  and issued to Ryan,  Beck as a  placement
     agent in connection with the Company's 1999 private placement.


                                       16
<PAGE>

                                 USE OF PROCEEDS

     We will not receive any  proceeds  from the sale of the common stock by the
selling  shareholders.  However,  we will receive up to $348,110 upon payment of
the exercise  price for the common stock  underlying  the warrants if all of the
warrants are exercised.  We will use all of these  proceeds for working  capital
for our operations.


                         DETERMINATION OF OFFERING PRICE

     Because this  prospectus  relates only to the resale of  previously  issued
shares of common  stock,  we did not  determine an offering  price.  The selling
shareholders will individually determine the offering price of the common stock.
The selling shareholders may use this prospectus from time to time to sell their
common stock. The price at which the common stock is sold may be based on market
prices  prevailing  at the time of sale, at prices  relating to such  prevailing
market prices, or at negotiated prices.


                              PLAN OF DISTRIBUTION

     In connection  with our issuance to the selling  shareholders of our common
stock and  warrants,  we provided to them certain  registration  rights and have
subsequently filed a registration  statement on Form S-3 with the Securities and
Exchange Commission. That registration statement covers the resale of the common
stock from time to time on the Nasdaq National Market or other national security
exchange  or  automated  quotation  system  upon which our common  stock is then
traded or in privately negotiated transactions.  This prospectus forms a part of
that  registration  statement.  We have  also  agreed  to  prepare  and file any
amendments and supplements to the registration  statement as may be necessary to
keep it effective  until this  prospectus is no longer  required for the selling
shareholders  to sell their shares of common stock and to indemnify and hold the
selling  shareholders  harmless against certain liabilities under the Securities
Act that could arise in connection with the selling  shareholders' sale of their
shares.  We have agreed to pay all reasonable fees and expenses  incident to the
filing of the registration statement.

     The selling  shareholder  may sell the shares of common stock  described in
this prospectus directly or through underwriters,  broker-dealers or agents. The
selling  shareholders  may also  transfer,  devise or gift their shares by other
means  not  described  in  this  prospectus.  As  a  result,  pledgees,  donees,
transferees or other  successors in interest that receive such shares as a gift,
partnership  distribution or other non-sale related transfer may offer shares of
common stock. In addition,  if any shares covered by this prospectus qualify for
sale pursuant to Rule 144 under the Securities Act, the selling shareholders may
sell such shares under Rule 144 rather than pursuant to this prospectus.

     The selling  shareholders may sell shares of common stock from time to time
in one or more transactions:


                                       17
<PAGE>

     o    at fixed prices that may be changed,
     o    at market prices prevailing at the time of sale, or
     o    at prices  related to such  prevailing  market prices or at negotiated
          prices.

     The selling  shareholders  may offer their shares of common stock in one or
more of the following transactions:

     o    on any national  securities exchange or quotation service on which the
          common  stock may be  listed or quoted at the time of sale,  including
          the Nasdaq National Market,
     o    in the over-the-counter market,
     o    in privately negotiated transactions,
     o    through options,
     o    by pledge to secure debts and other obligations,
     o    by a combination of the above methods of sale, or
     o    to cover short sales made pursuant to this prospectus.

     In effecting sales,  brokers or dealers engaged by the selling shareholders
may arrange for other  brokers or dealers to  participate  in the  resales.  The
selling  shareholders may enter into hedging  transactions with  broker-dealers,
and in connection with those  transactions,  broker-dealers  may engage in short
sales of the shares.  The selling  shareholders  also may sell shares  short and
deliver the shares to close out such short positions.  The selling  shareholders
also may  enter  into  option or other  transactions  with  broker-dealers  that
require the delivery to the broker-dealer of the shares, which the broker-dealer
may resell pursuant to this prospectus. The selling shareholders also may pledge
the shares to a broker or dealer,  and upon a default,  the broker or dealer may
effect sales of the pledged shares pursuant to this prospectus.

     In order to comply with the securities laws of certain states,  the selling
shareholders  must offer or sell the shares only through  registered or licensed
brokers or dealers. In addition, in certain states, the selling shareholders can
not offer or sell the shares unless the shares have been registered or qualified
for sale in the  applicable  state or an  exemption  from  the  registration  or
qualification requirement is available and is complied with.

     The  SEC  may  deem  the  selling   shareholders   and  any   underwriters,
broker-dealers  or agents that  participate in the distribution of the shares of
common stock to be "underwriters"  within the meaning of the Securities Act. The
Commission  may deem any profits on the resale of the shares of common stock and
any  compensation  received  by any  underwriter,  broker-dealer  or agent to be
underwriting discounts and commission under the Securities Act.

     Under the  Exchange  Act,  any person  engaged in the  distribution  of the
shares of common stock may not simultaneously engage in market-making activities
with  respect to the common stock for five  business  days prior to the start of
the  distribution.  In addition,  each selling  shareholder and any other person
participating  in a distribution  will be subject to the Exchange Act, which may
limit  the  timing  of  purchases  and  sales of  common  stock  by the  selling
shareholder or any such other person.


                                       18
<PAGE>

                            DESCRIPTION OF SECURITIES
COMMON STOCK

     For a description of our common stock,  see our  Registration  Statement on
Form 8-A filed with the SEC on October 31, 1996 and  incorporated  by  reference
into this prospectus.

RIGHTS

     In September 1999, we adopted a Shareholder  Rights Plan for the protection
of our shareholders. For a description of the Rights relating to our Shareholder
Rights  Plan,  see our Form 8-K filed  with the SEC on  September  23,  1999 and
incorporated by reference into this prospectus.

WARRANTS  ISSUED TO  THE DURHAM TRUSTS

     Pursuant to the conversion of the  outstanding  note, we issued warrants to
the Mark P. Durham and Mary R. Durham  Trusts.  The  warrants  expire five years
after issuance.

     EXERCISE OF  WARRANTS.  The  warrants  may be  exercised  at any time after
issuance.

     EXERCISE  PRICE.  The exercise  price of each warrant is $8.00 per share of
common stock  represented by the warrant.  The exercise price of the warrants is
subject  to  customary  anti-dilution   adjustments  upon  such  events  as  the
subdivision or combination of the common stock,  the  distribution of our assets
to holders of common stock, and other similar events.

     CASHLESS  EXERCISE OPTION. If the common stock to be issued in exchange for
the warrants is not registered  for resale in accordance  with the provisions of
the note conversion,  the warrant holders are entitled to a "cashless  exercise"
option.  This  option  entitles  the warrant  holders to elect to receive  fewer
shares of common stock  without  paying the cash exercise  price.  The number of
shares to be issued would be  determined  by a formula based on the total number
of shares to which the warrant holder is entitled,  the last reported sale price
of the common stock and the applicable exercise price of the warrants.

     FAILURE TO DELIVER THE COMMON STOCK UNDERLYING THE WARRANTS.  If we fail to
deliver the common stock  underlying the warrants upon exercise of such warrants
within  two  business  days of receipt  of the  notice of  exercise,  we will be
required to pay to the exercising  holder of the warrant an amount equal to 0.5%
of the  product  of:

     o    the number of shares of common stock not issued to the holder, and

     o    the  average  last  closing  price of the  common  stock  for the five
          consecutive  trading days immediately  preceding the last possible day
          we could have issued the common stock.

     REDEMPTION AT OUR  ELECTION.  We may redeem the warrants upon 30 days prior
written  notice  to the  holder,  in our sole  discretion,  at $.01 per share of
common stock underlying the warrants provided the following conditions have been
met:

                                       19
<PAGE>

     o    this Registration Statement is effective;

     o    the closing bid price of our common  stock is greater  than $12.00 (as
          equitably   adjusted   to  reflect  any   merger,   consolidation   or
          reorganization of the Company or any stock split, subdivision, reverse
          stock  split  or  combination  effected  by the  Company)  for  twenty
          consecutive trading days immediately preceding our exercise; and

     o    our common  stock is listed on Nasdaq  National  Market,  the American
          Stock Exchange or the New York Stock Exchange.

     COVENANTS.  We  made  certain  customary  covenants  with  respect  to  the
warrants, including, among others:

     o    the  warrants,  and any common stock to be issued upon exercise of the
          warrants, are and will be duly authorized and validly issued;

     o    we will have 100% of the underlying  shares of common stock authorized
          and reserved for issuance during the term of the warrants;

     o    we must  reserve at least 100% of the number of shares of common stock
          issuable upon exercise of the warrants;

     o    the common  stock  issuable  upon  exercise of the  warrants  shall be
          listed on each  national  securities  exchange or automated  quotation
          system upon which our common stock is then listed; and

     o    we will  act in good  faith  in  carrying  out the  provisions  of the
          warrants.

     If we grant any dividend rights to holders of common stock,  the holders of
the warrants and entitled to acquire the  aggregate  amount of rights which such
holder could have acquired if such holder had completely exercised their warrant
immediately prior to the record date for the granting of such rights.

     In addition, upon any conveyance or exchange of all or substantially all of
our  assets  to  another   corporation   or  entity,   or  a   recapitalization,
reorganization, reclassification,  consolidation, or merger in which the holders
of our common stock are  entitled to receive  stock,  securities  or assets with
respect to or in exchange for our common stock in which we are not the surviving
entity,  we will obtain from the acquiring person or entity a written  agreement
to deliver to each holder of the  warrants,  in  exchange  for the  warrants,  a
security  from  the  acquiring   entity   evidenced  by  a  written   instrument
substantially similar in form and substance to the warrant.

     AMENDMENT. The provisions of the warrants may be amended only after we have
obtained the written consent of warrant holders representing 66.7% of the shares
of common  stock  issuable  upon  exercise  of the  warrants  then  outstanding.
However,  we may not increase the exercise  price of the warrants,  decrease the
term of the  warrants  or  decrease  the amount of common  stock  issuable  upon
exercise of any warrant or otherwise  materially  adversely effect the rights of
the holder without the written consent of the holder of such warrant.


                                       20
<PAGE>

WARRANTS ISSUED RYAN, BECK & CO., INC.

     The warrants  issued to Ryan,  Beck & Co.,  Inc.  were issued in connection
with  services  performed as  investment  advisor to the  Company.  The warrants
expire five years after issuance.

     EXERCISE OF  WARRANTS.  The  warrants  may be  exercised  at any time after
issuance.

     EXERCISE  PRICE.  The exercise  price of the warrants is $9.31 per share of
common stock represented by the warrants.  The exercise price of the warrants is
subject  to  customary  anti-dilution   adjustments  upon  such  events  as  the
subdivision or combination of the common stock,  the  distribution of our assets
to holders of common stock, and other similar events.

     CASHLESS EXERCISE OPTION.  The placement agents are entitled to a "cashless
exercise" option.  This option entitles the placement agents to elect to receive
fewer shares of common stock without paying the cash exercise price.  The number
of shares  to be  issued  would be  determined  by a formula  based on the total
number of shares to which the warrant holder is entitled, the last reported sale
price of the common stock and the applicable exercise price of the warrants.

     COVENANTS.  We  made  certain  customary  covenants  with  respect  to  the
warrants, including, among others:

     o    the  warrants,  and any common stock to be issued upon exercise of the
          warrants, are and will be duly authorized and validly issued;

     o    we will have 100% of the underlying  shares of common stock authorized
          and reserved for issuance during the term of the warrants;

     o    we must  reserve at least 100% of the number of shares of common stock
          issuable upon exercise of the warrants;

     o    the common  stock  issuable  upon  exercise of the  warrants  shall be
          listed on each  national  securities  exchange or automated  quotation
          system upon which our common stock is then listed; and

     o    we will  act in good  faith  in  carrying  out the  provisions  of the
          warrants.

     In addition, upon any conveyance or exchange of all or substantially all of
our  assets  to  another   corporation   or  entity,   or  a   recapitalization,
reorganization, reclassification,  consolidation, or merger in which the holders
of our common stock are  entitled to receive  stock,  securities  or assets with
respect to or in exchange for our common stock in which we are not the surviving
entity,  we will obtain from the acquiring person or entity a written  agreement
to deliver to each holder of the  warrants,  in  exchange  for the  warrants,  a
security  from  the  acquiring   entity   evidenced  by  a  written   instrument
substantially similar in form and substance to the warrants.

     AMENDMENT. We may not increase the exercise price of the warrants, decrease
the term of the warrants or decrease the amount of common  stock  issuable  upon


                                       21
<PAGE>

exercise  of any  warrant  or  otherwise  substantially  alter the rights of the
holder without the written consent of the holder of such warrant.


                                  LEGAL MATTERS

     Certain  legal  matters  have been  passed  upon for the Company by Squire,
Sanders & Dempsey L.L.P., Phoenix, Arizona.


                                     EXPERTS

     The audited  financial  statements of the Company as of and for each of the
three years in the period ended December 31, 1998,  incorporated by reference in
this prospectus and elsewhere in the registration statement have been audited by
Arthur  Andersen  LLP,  independent  public  accountants,  as indicated in their
report  with  respect  thereto,  and are  incorporated  by  reference  herein in
reliance upon the  authority of said firm as experts in accounting  and auditing
in giving said reports.


                                       22
<PAGE>

<TABLE>
<S>                                              <C>
==============================================   ============================================

No  dealer,  salesman  or  other  person  has
been   authorized  to  give  any  information
or  to  make  any  representations other than
those    contained    or    incorporated   by
reference  in this  prospectus  in connection
with  the  offering  described  herein,  and,
if  given   or  made,   such  information  or
representation   must  not be  relied upon as
having  been  authorized  by  the  Company or
by  any selling shareholder.  This prospectus
does  not  constitute  an offer to sell, or a
solicitation   of   an   offer   to  buy, any
securities    other   than   the   registered
securities  to  which it relates, or an offer
to  sell,  or a  solicitation  of an offer to
buy,  in any  jurisdiction  in  which  it  is
unlawful to make such offer or  solicitation.                  SKYMALL, INC.
Neither the delivery of this  prospectus  nor
any sale made  hereunder  shall,  under   any
circumstances,  create  an  implication  that
there has been no  change in the  affairs  of
the Company since  the date  hereof  or  that                413,813 SHARES
the information  contained herein is  correct                  COMMON STOCK
as of any time subsequent to the date hereof.


           ---------------------
                                                                PROSPECTUS

             TABLE OF CONTENTS
                                         Page
                                         ----

Where You Can Find More Information......  2
 Incorporation of Certain Documents
 By Reference............................  2
Prospectus Summary.......................  4
The Company..............................  4
Our Operations...........................  4                 NOVEMBER ___, 1999
The Offering.............................  8
Risk Factors.............................  9
Selling Shareholders..................... 16
Use of Proceeds.......................... 17
Determination of Offering Price.......... 17
Plan of Distribution..................... 17
Description of Securities................ 19
Legal Matters............................ 22
Experts.................................. 22

==============================================   ============================================
</TABLE>

<PAGE>

                               PART II TO FORM S-3

                   INFORMATION NOT REQUIRED IN THE PROSPECTUS


ITEM 14.  OTHER EXPENSES OF ISSUANCE AND DISTRIBUTION

     The  following  table sets forth the  estimated  costs and  expenses of the
Company in connection with the offering other than commissions and discounts, if
any.


     SEC Registration Fee.............................$   1,194
     Legal Fees and Expenses..........................    5,000
     Accounting Fees and Expenses.....................    2,500
     Printing and Engraving Expenses..................      500
     Blue Sky Fees and Expenses.......................      500
     Miscellaneous....................................    1,306
                                                      ---------

      Total...........................................$  11,000



ITEM 15.  INDEMNIFICATION OF DIRECTORS AND OFFICERS

     Articles 11 and 12 of the Company's  Articles of  Incorporation  provide as
follows:

     1. To the fullest extent  permitted by the laws of the State of Nevada,  as
the same exist or may  hereinafter  be  amended,  no  director or officer of the
Corporation  shall be personally  liable to the Corporation or its  shareholders
for  monetary  damages  for breach of  fiduciary  duty as a director or officer,
provided,  however,  that nothing  contained herein shall eliminate or limit the
liability of a director or officer of the  Corporation to the extent provided by
applicable laws (i) for acts or omissions which involve intentional  misconduct,
fraud  or  knowing  violation  of law or (ii) for  authorizing  the  payment  of
dividends in violation of Nevada Revised Statutes Section 78.300. The limitation
of  liability  provided  herein shall  continue  after a director or officer has
ceased to occupy such  position as to acts or  omissions  occurring  during such
director's  or  officer's  term or terms of  office.  No  repeal,  amendment  or
modification  of this Article,  whether direct or indirect,  shall  eliminate or
reduce its effect  with  respect to any act or omission of a director or officer
of the Corporation occurring prior to such repeal, amendment or modification.

     2. The Corporation shall indemnify, defend and hold harmless any person who
incurs expenses,  claims,  damages or liability by reason of the fact that he or
she is, or was, an officer, director,  employee or agent of the Corporation,  to
the fullest extent allowed pursuant to Nevada law.

                                      II-1

<PAGE>

ITEM 16.  EXHIBITS

Exhibit
Number    Description                                          Method of Filing
- -------   -----------                                          ----------------

  4.1     Form of Warrant issued to the Mark P. Durham
          and Mary R. Durham Trusts                                   (1)
  4.2     Warrant issued to Ryan, Beck & Co., Inc.                    (1)
  5       Opinion re: legality of the securities being
          registered                                                  (1)
 23.1     Consent of Independent Public Accountants                   (1)
 23.2     Consent of Counsel                                     See Exhibit 5
 24       Powers of Attorney                                  See Signature Page

- ---------------
(1)      Filed herewith.


ITEM 17.  UNDERTAKINGS

     1.   The  undersigned  Registrant  hereby  undertakes  to file,  during any
period in which  offers or sales are being made, a  post-effective  amendment to
this registration statement:

          (a)  To include any  prospectus  required  by Section  10(a)(3) of the
Securities Act of 1933.

          (b)  To reflect in the  prospectus  any facts or events  arising after
the  effective  date  of  the   registration   statement  (or  the  most  recent
post-effective  amendment  thereof)  which,  individually  or in the  aggregate,
represent a fundamental  change in the information set forth in the registration
statement;  provided,  however,  that  paragraphs (a) and (b) shall not apply if
such  information  is  contained  in periodic  reports  filed by the  Registrant
pursuant to Section 13 or Section 15(d) of the  Securities  Exchange Act of 1934
that is incorporated by reference into this Registration Statement.

          (c)  To include any material  information  with respect to the plan of
distribution  not  previously  disclosed  in the  registration  statement or any
material change to such information in the registration statement.

                                      II-2

<PAGE>

     2.   The undersigned  Registrant hereby undertakes that, for the purpose of
determining   any  liability  under  the  Securities  Act  of  1933,  each  such
post-effective  amendment  shall be  deemed to be a new  registration  statement
relating to the securities offered therein,  and the offering of such securities
at that time shall be deemed to be the initial bona fide offering thereof.

     3.   The   undersigned   Registrant   hereby   undertakes  to  remove  from
registration by means of a post-effective  amendment any of the securities being
registered which remain unsold at the termination of the offering.

     4.   The undersigned  Registrant  hereby  undertakes  that, for purposes of
determining  any liability  under the Securities Act of 1933, each filing of the
Registrant's  annual  report  pursuant to Section  13(a) or Section 15(d) of the
Securities  Exchange  Act of 1934  (and,  where  applicable,  each  filing of an
employee  benefit  plan's  annual  report  pursuant  to  Section  15(d)  of  the
Securities  Exchange Act of 1934) that is  incorporated  by reference  into this
registration  statement  shall  be  deemed  to be a new  registration  statement
relating to the securities offered therein,  and the offering of such securities
at that time shall be deemed to be the initial bona fide offering thereof.

     5.   The undersigned Registrant hereby undertakes to deliver or cause to be
delivered with the prospectus,  to each person to whom the prospectus is sent or
given,  the latest annual  report to security  holders that is  incorporated  by
reference  in  the  prospectus  and  furnished   pursuant  to  and  meeting  the
requirements  of Rule 14a-3 or Rule 14c-3 under the  Securities  Exchange Act of
1934;  and,  where  interim  financial  information  required to be presented by
Article 3 of Regulation S-X are not set forth in the prospectus,  to deliver, or
cause to be  delivered to each person to whom the  prospectus  is sent or given,
the latest  quarterly  report that is specifically  incorporated by reference in
the prospectus to provide such interim financial information.

     6.   Insofar  as   indemnification   for  liabilities   arising  under  the
Securities Act of 1933 may be permitted to directors,  officers and  controlling
persons of the Registrant  pursuant to the foregoing  provisions,  or otherwise,
the   Registrant  has  been  advised  that  in  the  opinion  of  the  SEC  such
indemnification  is  against  public  policy  as  expressed  in the  Act and is,
therefore,  unenforceable. In the event that a claim for indemnification against
such liabilities  (other than the payment by the Registrant of expenses incurred
or paid by a director,  officer or  controlling  person of the Registrant in the
successful  defense of any  action,  suit or  proceeding)  is  asserted  by such
director,  officer or controlling person in connection with the securities being
registered, the Registrant will, unless in the opinion of its counsel the matter
has been  settled by  controlling  precedent,  submit to a court of  appropriate
jurisdiction the question whether such  indemnification  by it is against public
policy as expressed in the Act and will be governed by the final adjudication of
such issue.

                                      II-3

<PAGE>

                                   SIGNATURES

     Pursuant to the  requirements of the Securities Act of 1933, the Registrant
certifies  that it has  reasonable  grounds to believe  that it meets all of the
requirements  for  filing  on Form S-3 and has  duly  caused  this  Registration
Statement  to be  signed  on its  behalf  by  the  undersigned,  thereunto  duly
authorized in the City of Phoenix, State of Arizona, on November 18, 1999.

                                              SKYMALL, INC.,
                                              a Nevada Corporation


                                              By: /s/ Robert M. Worsley
                                                  ------------------------------
                                                  Robert M. Worsley, President


                            SPECIAL POWER OF ATTORNEY

     KNOW  ALL MEN BY  THESE  PRESENTS,  that the  undersigned,  constitute  and
appoint ROBERT M. WORSLEY,  STEPHEN R. PETERSON and CHRISTINE A.  AGUILERA,  and
each of them, his true and lawful  attorney-in-fact and agent with full power of
substitution  and  resubstitution,  for him and in his name, place and stead, in
any and all  capacities to sign any and all pre- and  post-effective  amendments
(including any amendments  pursuant to Rule 462(b) to this Form S-3 Registration
Statement,  and to file the same with all exhibits thereto, and all documents in
connection therewith, with the Securities and Exchange Commission, granting such
attorneys-in-fact  and agents,  and each of them, full power and authority to do
and perform each and every act and thing  requisite  and necessary to be done in
and about the  premises,  as fully and to all intents and  purposes as he or she
might or could do in  person,  hereby  ratifying  and  confirming  all that such
attorney-in-fact  and agents,  or each of them,  may  lawfully do or cause to be
done by virtue hereof.

     Pursuant to the  requirements  of the  Securities  Act of 1933, as amended,
this  Registration  Statement has been signed below by the following  persons in
the capacities and on the dates indicated.

     Signature                      Title                            Date
     ---------                      -----                            ----


/s/ Robert M. Worsley       Chairman of the Board,             November 18, 1999
- ------------------------    President and Chief Executive
Robert M. Worsley           Officer (Principal Executive
                            Officer)

/s/ Stephen R. Peterson     Chief Financial Officer            November 18, 1999
- ------------------------    (Principal Financial and
Stephen R. Peterson         Accounting Officer)


                                      S-1
<PAGE>

     Signature                      Title                            Date
     ---------                      -----                            ----


/s/ Lyle R. Knight           Director                          November 18, 1999
- ------------------------
Lyle R. Knight


/s/ Thomas J. Litle          Director                          November 18, 1999
- ------------------------
Thomas J. Litle


/s/ Randy Petersen           Director                          November 18, 1999
- ------------------------
Randy Petersen


                                      S-2
<PAGE>

                                  EXHIBIT INDEX


Exhibit
Number    Description                                          Method of Filing
- -------   -----------                                          ----------------

  4.1     Form of Warrant issued to the Mark P. Durham
          and Mary R. Durham Trusts                                   (1)
  4.2     Warrant issued to Ryan, Beck & Co., Inc.                    (1)
  5       Opinion re: legality of the securities being
          registered                                                  (1)
 23.1     Consent of Independent Public Accountants                   (1)
 23.2     Consent of Counsel                                     See Exhibit 5
 24       Powers of Attorney                                  See Signature Page

- ---------------
(1)      Filed herewith.



                                                                     Exhibit 4.1

THE SECURITIES  REPRESENTED BY THIS WARRANT HAVE NOT BEEN  REGISTERED  UNDER THE
SECURITIES ACT OF 1933, AS AMENDED,  OR APPLICABLE  STATE  SECURITIES  LAWS. THE
SECURITIES  HAVE BEEN ACQUIRED FOR  INVESTMENT  AND MAY NOT BE OFFERED FOR SALE,
SOLD,  TRANSFERRED  OR  ASSIGNED  IN THE  ABSENCE OF AN  EFFECTIVE  REGISTRATION
STATEMENT FOR THE SECURITIES  UNDER THE  SECURITIES ACT OF 1933, AS AMENDED,  OR
APPLICABLE  STATE SECURITIES LAWS, OR AN OPINION OF COUNSEL IN A FORM REASONABLY
SATISFACTORY  TO THE ISSUER THAT  REGISTRATION IS NOT REQUIRED UNDER SAID ACT OR
APPLICABLE  STATE SECURITIES LAWS OR UNLESS SOLD PURSUANT TO RULE 144 UNDER SAID
ACT.  NOTWITHSTANDING  THE FOREGOING,  THIS WARRANT MAY BE PLEDGED IN CONNECTION
WITH A BONA FIDE MARGIN ACCOUNT.

                                  SKYMALL, INC.

                        WARRANT TO PURCHASE COMMON STOCK

Warrant No.: ___           Number of Shares: 7,210
Date of Issuance: November 16, 1999


SkyMall, Inc., a Nevada corporation (the "Company"),  hereby certifies that, for
good and valuable consideration, the receipt and sufficiency of which are hereby
acknowledged,   _________________________________________________________,   the
registered  holder  hereof or its permitted  assigns (a "holder"),  is entitled,
subject  to the  terms  set forth  below,  to  purchase  from the  Company  upon
surrender of this Warrant, at any time or times on or after the date hereof, but
not after 11:59 P.M.  Eastern Time on the  Expiration  Date (as defined  herein)
SEVEN THOUSAND TWO HUNDRED TEN (7,210) fully paid nonassessable shares of Common
Stock (as defined herein) of the Company (the "Warrant  Shares") at the purchase
price per share provided in Section 2(a) below.

1.   DEFINITIONS.

     (a)  STOCK AND  WARRANT  PURCHASE  AGREEMENT.  This  Warrant  is one of the
Warrants  (the  "Warrants")  issued  pursuant to the Stock and Warrant  Purchase
Agreement dated as of November 16, 1999, among the Company and the Investors (as
such term in defined therein) (the "Agreement").


<PAGE>

     (b)  DEFINITIONS.  The  following  words and terms as used in this  Warrant
shall have the following meanings:

          (i) "Business Day" means any day other than Saturday,  Sunday or other
day on which commercial banks in the City of New York are authorized or required
by law to remain closed.

          (ii) "Closing Bid Price" means,  for any security as of any date,  the
last  closing bid price for such  security on the  Principal  Market (as defined
below) as reported by  Bloomberg  Financial  Markets  ("Bloomberg"),  or, if the
Principal Market is not the principal trading market for such security, the last
closing  bid price of such  security  on the  principal  securities  exchange or
trading market where such security is listed or traded as reported by Bloomberg,
or if the foregoing do not apply, the last closing bid price of such security in
the  over-the-counter  market on the electronic bulletin board for such security
as reported  by  Bloomberg,  or, if no closing  bid price is  reported  for such
security  by  Bloomberg,  the last  closing  trade  price for such  security  as
reported by  Bloomberg,  or, if no last closing trade price is reported for such
security by  Bloomberg,  the average of the bid prices of any market  makers for
such security as reported in the "pink sheets" by the National Quotation Bureau,
Inc. If the Closing Bid Price  cannot be  calculated  for such  security on such
date on any of the  foregoing  bases,  the Closing Bid Price of such security on
such date shall be the fair market value as mutually  determined  by the Company
and the holder of this  Warrant.  All such  determinations  to be  appropriately
adjusted for any stock dividend, stock split or other similar transaction during
such period.

          (iii) "Closing Sale Price" means, for any security as of any date, the
last closing trade price for such  security on the Principal  Market (as defined
below)  as  reported  by  Bloomberg,  or,  if the  Principal  Market  is not the
principal  securities  exchange or trading  market for such  security,  the last
closing  trade price of such security on the  principal  securities  exchange or
trading market where such security is listed or traded as reported by Bloomberg,
or if the foregoing do not apply,  the last closing trade price of such security
in the  over-the-counter  market  on the  electronic  bulletin  board  for  such
security  as  reported  by  Bloomberg,  or, if no last  closing  trade  price is
reported  for such  security by  Bloomberg,  the last  closing ask price of such
security as reported by Bloomberg,  or, if no last closing ask price is reported
for such security by  Bloomberg,  the average of the lowest ask price and lowest
bid price of any  market  makers  for such  security  as  reported  in the "pink
sheets" by the National Quotation Bureau,  Inc. If the Closing Sale Price cannot
be calculated for such security on such date on any of the foregoing  bases, the
Closing Sale Price of such  security on such date shall be the fair market value
as mutually  determined  by the Company and the holder of this  Warrant.  If the
Company and the holder of this  Warrant are unable to agree upon the fair market
value of the Common  Stock,  then such  dispute  shall be  resolved  by the term


                                       2
<PAGE>

"Market  Price" being  substituted  for the term  "Closing Sale Price." All such
determinations to be appropriately adjusted for any stock dividend,  stock split
or other similar transaction during such period.

          (iv) "Common  Stock" means (i) the Company's  common stock,  par value
$.001 per share,  and (ii) any capital  stock into which such Common Stock shall
have been changed or any capital stock resulting from a reclassification of such
Common Stock.

          (v)  "Expiration  Date" means the date five (5) years from the date of
this Warrant or, if such date falls on a Saturday,  Sunday or other day on which
banks are  required  or  authorized  to be closed in the City of New York or the
State of New  York or on which  trading  does  not take  place on the  principal
exchange or  automated  quotation  system on which the Common Stock is traded (a
"Holiday"), the next date that is not a Holiday.

          (vi) "Issuance Date" means, with respect to each Warrant,  the date of
issuance of the applicable Warrant.

          (vii) "Market Price" means,  with respect to any security for any date
of determination,  that price which shall be computed as the arithmetic  average
of the Closing Bid Prices for such security on each of the five (5)  consecutive
trading  days  immediately  preceding  such  date  of  determination  (all  such
determinations to be appropriately adjusted for any stock dividend,  stock split
or similar transaction during the pricing period).

          (viii) "Person" means an individual,  a limited liability  company,  a
partnership,  a  joint  venture,  a  corporation,  a  trust,  an  unincorporated
organization and a government or any department or agency thereof.

          (ix) "Principal Market" means the Nasdaq National Market.

          (x) "Securities Act" means the Securities Act of 1933, as amended.

          (xi) "Warrant" means this Warrant and all warrants issued in exchange,
transfer or replacement thereof.

          (xii) "Warrant Exercise Price" shall be equal to $8.00 per share.

          (xiv) OTHER  DEFINITIONAL  PROVISIONS.  Except as otherwise  specified
herein,  all references herein (A) to the Company shall be deemed to include the
Company's  successors  and (B) to any  applicable  law  defined or  referred  to


                                       3
<PAGE>

herein,  shall be deemed  references to such applicable law as the same may have
been or may be  amended  or  supplemented  from time to time.  When used in this
Warrant,  the words "herein,"  "hereof," and  "hereunder,"  and words of similar
import,  shall refer to this Warrant as a whole and not to any provision of this
Warrant,  and the words  "Section,"  "Schedule,"  and  "Exhibit"  shall refer to
Sections  of, and  Schedules  and Exhibits  to, this  Warrant  unless  otherwise
specified.  Whenever the context so  requires,  the neuter  gender  includes the
masculine or feminine,  and the singular  number  includes the plural,  and vice
versa.

2.   EXERCISE OF WARRANT.

     (a)  Subject  to the terms  and  conditions  hereof,  this  Warrant  may be
exercised by the holder hereof then  registered on the books of the Company,  in
whole or in part,  at any time on any  Business  Day on or after the  opening of
business  on the  date  hereof  and  prior  to 11:59  P.M.  Eastern  Time on the
Expiration  Date  by (i)  delivery  of a  written  notice,  in the  form  of the
subscription  notice  attached as EXHIBIT A hereto (the "Exercise  Notice"),  of
such holder's election to exercise this Warrant,  which notice shall specify the
number of Warrant Shares to be purchased;  (ii) (A) payment to the Company of an
amount equal to the Warrant  Exercise Price  multiplied by the number of Warrant
Shares as to which this  Warrant is being  exercised  (the  "Aggregate  Exercise
Price")  in cash,  certified  or bank  funds  or wire  transfer  of  immediately
available  funds  or (B)  notifying  the  Company  that  this  Warrant  is being
exercised  pursuant to a Cashless  Exercise  (as defined in Section  2(e));  and
(iii)  the   surrender  of  this  Warrant  (or  a  Lost  Warrant   Affidavit  in
substantially  the form annexed hereto as Exhibit C with respect to this Warrant
in the case of its loss, theft or destruction) to a common carrier for overnight
delivery to the Company;  provided, that if such Warrant Shares are to be issued
in any name  other  than that of the  registered  holder of this  Warrant,  such
issuance  shall be deemed a transfer  and the  provisions  of Section 8 shall be
applicable.  In the event of any  exercise  of the  rights  represented  by this
Warrant in compliance  with this Section  2(a),  the Company shall on the second
Business Day following the date of receipt of the Exercise Notice, the Aggregate
Exercise  Price (or notice of a Cashless  Exercise)  and this Warrant (or a Lost
Warrant  Affidavit in  substantially  the form annexed  hereto as EXHIBIT C with
respect to this  Warrant  in the case of its loss,  theft or  destruction)  (the
"Exercise Delivery Documents"), credit such aggregate number of shares of Common
Stock to which the holder (or its  designee)  shall be entitled to the  holder's
(or its designee's) balance account with The Depository Trust Company; provided,
however,  if the holder who submitted  the Exercise  Notice  requested  physical
delivery of any or all of the Warrant  Shares,  then the  Company  shall,  on or
before the second  Business  Day  following  receipt  of the  Exercise  Delivery
Documents issue and surrender to a common carrier for overnight  delivery to the
address specified in the Exercise Notice, a certificate,  registered in the name
of the holder  (or its  designee),  for the number of shares of Common  Stock to
which the holder (or its  designee)  shall be  entitled.  Upon  delivery  of the
Exercise  Notice and Aggregate  Exercise Price referred to above or notification
to the Company of a Cashless Exercise referred to in Section 2(e), the holder of
this Warrant (or its  designee)  shall be deemed for all  corporate  purposes to


                                       4
<PAGE>

have  become the holder of record of the Warrant  Shares  with  respect to which
this Warrant has been  exercised,  irrespective  of the date of delivery of this
Warrant as required by clause (iii) above or the  certificates  evidencing  such
Warrant Shares.  In the case of a dispute as to the determination of the Warrant
Exercise Price or the Market Price of a security or the  arithmetic  calculation
of the Warrant  Shares,  the Company shall  promptly issue to the holder (or its
designee)  the number of shares of Common  Stock that is not  disputed and shall
submit the disputed  determinations or arithmetic calculations to the holder via
facsimile within one Business Day of receipt of the holder's Exercise Notice. If
the holder and the  Company  are unable to agree upon the  determination  of the
Warrant  Exercise  Price or the Market Price or  arithmetic  calculation  of the
Warrant  Shares  within one day of such  disputed  determination  or  arithmetic
calculation  being submitted to the holder,  then the Company shall  immediately
submit via  facsimile  (i) the disputed  determination  of the Warrant  Exercise
Price or the Market Price to an independent,  reputable  investment banking firm
of nationally  recognized standing,  mutually acceptable to both the Company and
the holder or (ii) the disputed arithmetic  calculation of the Warrant Shares to
an independent,  outside accountant, mutually acceptable to both the Company and
the  holder.  The  Company  shall  cause  the  investment  banking  firm  or the
accountant,  as the case may be, to perform the  determinations  or calculations
and notify the Company  and the holder of the results no later than  forty-eight
(48)  hours  from  the  time  it  receives   the  disputed   determinations   or
calculations.  Such investment  banking firm's or accountant's  determination or
calculation,  as the case may be,  shall be deemed  conclusive  absent  manifest
error.

     (b) Unless the rights  represented  by this  Warrant  shall have expired or
shall have been fully  exercised,  the Company shall, as soon as practicable and
in no event later than two (2)  Business  Days after  delivery  of the  Exercise
Delivery Documents and at its own expense,  issue a new Warrant identical in all
respects to this Warrant  exercised except it shall represent rights to purchase
the number of Warrant  Shares  purchasable  immediately  prior to such  exercise
under this Warrant exercised,  less the number of Warrant Shares with respect to
which such Warrant is exercised.

     (c) No fractional shares of Common Stock are to be issued upon the exercise
of this  Warrant,  but rather the number of shares of Common  Stock  issued upon
exercise of this Warrant shall be rounded up to the nearest whole number.

     (d) If the  Company  shall fail for any reason or for no reason to issue to
the holder  within two (2)  Business  Days of receipt of the  Exercise  Delivery
Documents,  a certificate  for the number of shares of Common Stock to which the
holder (or its  designee) is entitled or to credit the holder's (or  designee's)


                                       5
<PAGE>

balance  account with The Depository  Trust Company for such number of shares of
Common Stock to which the holder (or its designee) is entitled upon the holder's
exercise  of this  Warrant or a new  Warrant  for the number of shares of Common
Stock to which such holder is  entitled  pursuant to Section  2(b)  hereof,  the
Company  shall,  in addition  to any other  remedies  under this  Warrant or the
Agreement or otherwise  available to such holder,  including any indemnification
under the  Agreement,  pay as additional  damages in cash to such holder on each
day the issuance of such Common Stock  certificate  or new Warrant,  as the case
may be, is not timely  effected,  an amount  equal to 0.5% of the product of (A)
the sum of the number of shares of Common Stock not issued to the holder (or its
designee)  on a timely  basis  and to which  the  holder  (or its  designee)  is
entitled and/or, the number of shares represented by the portion of this Warrant
which is not being  converted,  as the case may be,  and (B) the  average of the
Closing Sale Price of the Common Stock for the five (5) consecutive trading days
immediately preceding the last possible date which the Company could have issued
such  Common  Stock  or  Warrant,  as the  case may be,  to the  holder  without
violating this Section 2.

     (e) If, despite the Company's obligations under the Agreement,  the Warrant
Shares to be issued are not  registered  and available for resale  pursuant to a
registration  statement in accordance with the Agreement,  then  notwithstanding
anything  contained  herein to the contrary,  the holder of this Warrant may, at
its election exercised in its sole discretion, exercise this Warrant in whole or
in part and, in lieu of making the cash  payment  otherwise  contemplated  to be
made to the  Company  upon such  exercise in payment of the  Aggregate  Exercise
Price, elect instead to receive upon such exercise the "Net Number" of shares of
Common  Stock  determined  according  to  the  following  formula  (a  "Cashless
Exercise"):

                  Net Number = (A x B) - (A x C)
                               -----------------
                                       B

                  For purposes of the foregoing formula:

                           A = the  total  number of  shares with respect
                           to which this Warrant is then being exercised.

                           B = the  Market  Price as of  the  date of the
                           Exercise Notice.

                           C = the Warrant Exercise Price  then in effect
                           for the  applicable   Warrant  Shares  at  the
                           time  of  such exercise.


                                       6
<PAGE>

3.   (a)  ADJUSTMENT    FOR   DIVIDENDS   IN   OTHER   STOCK   AND     PROPERTY;
RECLASSIFICATIONS.  In case at any time or from time to time the  holders of the
Common Stock (or any shares of stock or other  securities at the time receivable
upon the  exercise of this  Warrant)  shall have  received,  or, on or after the
record date fixed for the  determination  of eligible  shareholders,  shall have
become entitled to receive, without payment therefor,

                                    (1)  other  or  additional  stock  or  other
                           securities  or  property  (other than cash) by way of
                           dividend,

                                    (2)  any  cash  or  other  property  paid or
                           payable  out  of  any  source  other  than   retained
                           earnings  (determined  in accordance  with  generally
                           accepted accounting principles), or

                                    (3)  other  or  additional  stock  or  other
                           securities  or  property  (including  cash) by way of
                           stock-split, spin-off, reclassification,  combination
                           of shares or similar corporate rearrangement,

(other  than (x) shares of Common  Stock or any other stock or  securities  into
which such  Common  Stock shall have been  exchanged,  or (y) any other stock or
securities  convertible into or exchangeable for such Common Stock or such other
stock or  securities),  then and in each such case a holder,  upon the  exercise
hereof as  provided  in Section 2, shall be  entitled  to receive  the amount of
stock and other securities and property (including cash in the cases referred to
in clauses (2) and (3) above)  which such holder  would hold on the date of such
exercise  if on the  Issuance  Date such holder had been the holder of record of
the number of shares of Common Stock called for on the face of this Warrant, and
had  thereafter,  during the period from the Issuance  Date to and including the
date of such exercise, retained such shares and/or all other or additional stock
and other  securities and property  (including  cash in the cases referred to in
clause (2) and (3) above)  receivable  by it as  aforesaid  during such  period,
giving effect to all adjustments  called for during such period by Sections 3(a)
and 3(b).

     (b) ADJUSTMENT FOR REORGANIZATION, CONSOLIDATION AND MERGER. In case of any
reorganization  of the  Company  (or any  other  corporation  the stock or other
securities of which are at the time  receivable on the exercise of this Warrant)
or  reclassification  of its securities  after the Issuance Date, or the Company
(or any such other  corporation)  shall  consolidate  with or merge into another
corporation or entity or convey or exchange all or substantially  all its assets
to another  corporation or entity, then and in each such case the holder of this
Warrant, upon the exercise hereof as provided in Section 2 at any time after the
consummation of such reorganization,  reclassification,  consolidation,  merger,
conveyance  or exchange,  shall be entitled to receive,  in lieu of the stock or


                                       7
<PAGE>

other securities and property receivable upon the exercise of this Warrant prior
to such  consummation,  the stock or other  securities or property to which such
holder  would  have been  entitled  upon such  consummation  if such  holder had
exercised  this  Warrant  immediately  prior  thereto,  all  subject  to further
adjustment  as provided in Sections  3(a),  (b), (c) and (d); in each such case,
the terms of this Warrant  shall be  applicable  to the shares of stock or other
securities or property  receivable  upon the exercise of this Warrant after such
consummation.

     (c) ADJUSTMENT FOR CERTAIN DIVIDENDS AND  DISTRIBUTIONS.  If the Company at
any  time  or  from  time  to  time  makes,  or  fixes  a  record  date  for the
determination  of  holders  of  Common  Stock  (or any  shares of stock or other
securities at the time receivable upon the exercise of this Warrant) entitled to
receive,  a dividend or other  distribution  payable in additional shares of (x)
Common Stock or any other stock or securities into which such Common Stock shall
have been exchanged,  or (y) any other stock or securities  convertible  into or
exchangeable  for such Common Stock or such other stock or securities,  then and
in each such event

                                    (1)  the  Warrant  Exercise  Price  then  in
effect  shall be  decreased  as of the time of the  issuance of such  additional
shares or, in the event such record  date is fixed,  as of the close of business
on such record date, by multiplying the Warrant Exercise Price then in effect by
a fraction  (A) the  numerator  of which is the total number of shares of Common
Stock issued and outstanding  immediately  prior to the time of such issuance or
the close of business  on such record  date,  and (B) the  denominator  of which
shall be the total  number of shares of  Common  Stock  issued  and  outstanding
immediately  prior to the time of such issuance or the close of business on such
record  date as the case may be,  plus the  number of  shares  of  Common  Stock
issuable in payment of such dividend or distribution; PROVIDED, HOWEVER, that if
such  record  date is  fixed  and such  dividend  is not  fully  paid or if such
distribution is not fully made on the date fixed therefor,  the Warrant Exercise
Price shall be recomputed accordingly as of the close of business on such record
date, and thereafter  the Warrant  Exercise Price shall be adjusted  pursuant to
this  Section  3(c) as of the  time of  actual  payment  of  such  dividends  or
distributions; and

                                    (2)   the number  of  shares of Common Stock
theretofore receivable upon the exercise of this Warrant shall be increased,  as
of the time of such  issuance or, in the event such record date is fixed,  as of
the close of business on such record date, in inverse proportion to the decrease
in the Warrant Exercise Price.

     (d) STOCK SPLIT AND REVERSE STOCK SPLIT. If the Company at any time or from
time to time  effects a stock split or  subdivision  of the  outstanding  Common
Stock, the Warrant Exercise Price then in effect  immediately  before that stock
split or subdivision shall be proportionately decreased and the number of shares


                                       8
<PAGE>

of Common Stock  theretofore  receivable upon the exercise of this Warrant shall
be  proportionately  increased.  If the Company at any time or from time to time
effects a reverse stock split or combines the outstanding shares of Common Stock
into a smaller  number of  shares,  the  Warrant  Exercise  Price then in effect
immediately   before  that  reverse   stock  split  or   combination   shall  be
proportionately  increased and the number of shares of Common Stock  theretofore
receivable upon the exercise of this Warrant shall be proportionately decreased.
Each adjustment  under this Section 3(d) shall become  effective at the close of
business  on the date the  stock  split,  subdivision,  reverse  stock  split or
combination becomes effective.

4.   REDEMPTION AT THE COMPANY'S ELECTION.  The Company,  upon thirty (30) days'
prior  written  notice to the  holder,  may elect to redeem  all or part of this
Warrant at a price equal to $0.01 per Warrant  Share  issuable upon the exercise
hereof,  if, but only if: (i) the Closing Bid Price shall have  exceeded  $12.00
per share (as  equitably  adjusted  to  reflect  any  merger,  consolidation  or
reorganization  of the Company or any stock split,  subdivision,  reverse  stock
split  or  combination  effected  by the  Company)  on each of the  twenty  (20)
consecutive trading days ending not more than one Business Day prior to the date
on which the notice of  redemption  shall be delivered  to the holder,  (ii) the
registration  statement required to be filed under Section 4.1 of the Agreement,
dated as of the date  hereof,  by and among the  Company  and the other  parties
signatory thereto, shall be effective and permit the sale of all Warrant Shares,
and (iii) the Common  Stock shall be listed and  trading on the Nasdaq  National
Market,  AMEX or the  NYSE.  Any  such  redemption  shall  be  effective  on the
thirtieth day following the delivery of such notice, PROVIDED, HOWEVER, that the
holder  may  elect at any time  prior to the  effective  date of  redemption  to
exercise all or any portion of this Warrant in accordance with the terms hereof;
and PROVIDED  FURTHER,  that the Company's right to redeem this Warrant shall be
suspended if, after the notice has been delivered, the Warrant Shares may not be
sold pursuant to an effective  registration  statement for any reason whatsoever
or the Common Stock shall cease to be listed and trading on the Nasdaq  National
Market,  AMEX or the NYSE. The notice period shall then be extended for a period
of time equal to the number of days during the notice  period  during  which the
registration  statement shall not have permitted the sale of such Warrant Shares
or the Common Stock shall not have been so listed and  trading,  as the case may
be; provided,  however, that the notice period shall not begin to run until such
time as the  holder  receives  notice  from the  Company  that the  registration
statement  permits the sale of the Warrant  Shares and/or the Common Stock shall
have been so listed and trading,  as the case may be. The redemption price shall
be payable in full, in cash, on the effective date of any redemption pursuant to
this paragraph  (4). A redemption  notice  delivered by the Company  pursuant to
this paragraph (4) shall be  irrevocable.  Notwithstanding  the  foregoing,  the
Company's right to redeem all or part of this Warrant may not be exercised if on
the date on which the Company  delivers notice of such exercise the Market Price
shall be less than  $12.00  per share (as  equitably  adjusted  to  reflect  any
merger,  consolidation  or  reorganization  of the  Company or any stock  split,
subdivision, reverse stock split or combination effected by the Company).


                                       9
<PAGE>

5.   COVENANTS AS TO COMMON STOCK.  The Company  hereby  covenants and agrees as
follows:

     (a) This  Warrant  is,  and any  Warrants  issued  in  substitution  for or
replacement  of this Warrant will upon issuance be, duly  authorized and validly
issued.

     (b) All Warrant  Shares which may be issued upon the exercise of the rights
represented by this Warrant will, upon issuance,  be validly issued,  fully paid
and nonassessable and free from all taxes, liens and charges with respect to the
issuance thereof.

     (c) During the period within which the rights  represented  by this Warrant
may be exercised,  the Company will at all times have authorized and reserved at
least 100% of the  number of shares of Common  Stock  needed to provide  for the
exercise of the rights  then  represented  by this  Warrant and the par value of
said  shares will at all times be less than or equal to the  applicable  Warrant
Exercise Price.

     (d) The  Company  shall  secure the  listing of the shares of Common  Stock
issuable upon exercise of this Warrant upon each national securities exchange or
automated  quotation  system, if any, upon which shares of Common Stock are then
listed within the time required by such exchange or quotation system's rules and
regulations  and shall  maintain,  so long as any other  shares of Common  Stock
shall be so listed, such listing of all shares of Common Stock from time to time
issuable  upon the exercise of this  Warrant;  and the Company  shall so list on
each national  securities exchange or automated quotation system within the time
required by such exchange or quotation  system's rules and  regulations,  as the
case may be, and shall  maintain  such  listing of, any other  shares of capital
stock of the Company  issuable  upon the exercise of this Warrant if and so long
as any  shares of the same  class  shall be listed on such  national  securities
exchange or automated quotation system.

     (e) The Company will not, by amendment of its Certificate of  Incorporation
or  through  any  reorganization,  transfer  of assets,  consolidation,  merger,
dissolution,  issue or sale of securities,  or any other voluntary action, avoid
or seek to  avoid  the  observance  or  performance  of any of the  terms  to be
observed  or  performed  by it  hereunder,  but will at all times in good  faith
assist in the  carrying  out of all the  provisions  of this  Warrant and in the
taking of all such action as may  reasonably  be requested by the holder of this
Warrant in order to protect the exercise privilege of the holder of this Warrant
against dilution or other  impairment,  consistent with the tenor and purpose of
this Warrant.  Without limiting the generality of the foregoing, the Company (i)
will not increase the par value of any shares of Common  Stock  receivable  upon
the exercise of this Warrant  above the Warrant  Exercise  Price then in effect,
and (ii) will take all such actions as may be necessary or  appropriate in order
that the Company may  validly  and  legally  issue fully paid and  nonassessable
shares of Common Stock upon the exercise of this Warrant.


                                       10
<PAGE>

     (f) This Warrant will be binding upon any entity  succeeding to the Company
by merger,  consolidation  or  acquisition  of all or  substantially  all of the
Company's   assets  and  any  such   successive   mergers,   consolidations   or
acquisitions.

6.   TAXES.  The Company  shall pay any and all taxes which may be payable  with
respect to the  issuance and  delivery of Warrant  Shares upon  exercise of this
Warrant;  provided,  however,  that the Company shall not be required to pay any
tax that may be  payable in respect  of any  transfer  involved  in the issue or
delivery of Common  Stock or other  securities  or property in a name other than
that of the  registered  holders of this Warrant to be converted and such holder
shall pay such amount, if any, to cover any applicable transfer or similar tax.

7.   WARRANT HOLDER NOT DEEMED A STOCKHOLDER.  Except as otherwise  specifically
provided  herein,  no holder of this Warrant,  solely by virtue of such holding,
shall be entitled to vote or receive dividends or be deemed the holder of shares
of the Company for any purpose,  nor shall anything contained in this Warrant be
construed  to confer  upon the holder  hereof,  as such,  any of the rights of a
stockholder of the Company or any right to vote, give or withhold consent to any
corporate action (whether a reorganization,  issue of stock, reclassification of
stock,  consolidation,  merger,  conveyance  or  otherwise),  receive  notice of
meetings,  receive dividends or subscription rights, or otherwise,  prior to the
issuance to the holder of this Warrant of the Warrant  Shares which he or she is
then  entitled to receive  upon the due exercise of this  Warrant.  In addition,
nothing contained in this Warrant shall be construed as imposing any liabilities
on such holder to purchase  any  securities  (upon  exercise of this  Warrant or
otherwise)  or as a stockholder  of the Company,  whether such  liabilities  are
asserted by the Company or by  creditors of the  Company.  Notwithstanding  this
Section 6, the Company  will  provide the holder of this  Warrant with copies of
the same notices and other  information given to the stockholders of the Company
generally, contemporaneously with the giving thereof to the stockholders.

8.   REPRESENTATIONS  OF HOLDER.  The holder of this Warrant,  by the acceptance
hereof,  represents that it is acquiring this Warrant and the Warrant Shares for
its own account for investment  only and not with a view towards,  or for resale
in  connection  with,  the public sale or  distribution  of this  Warrant or the
Warrant  Shares,  except  pursuant to sales  registered  or  exempted  under the
Securities Act; provided,  however,  that by making the representations  herein,
the holder does not agree to hold this Warrant or any of the Warrant  Shares for
any minimum or other  specific  term and  reserves  the right to dispose of this
Warrant and the Warrant  Shares at any time in accordance  with or pursuant to a
registration  statement or an exemption  under the Securities Act. The holder of
this Warrant further  represents,  by acceptance hereof,  that, as of this date,
such  holder  is an  "accredited  investor"  as  such  term is  defined  in Rule
501(a)(1) of Regulation D promulgated by the Securities and Exchange  Commission
under the Securities Act (an "Accredited Investor").


                                       11
<PAGE>

9.   OWNERSHIP AND TRANSFER.

     (a) The Company shall maintain at its principal  executive offices (or such
other  office or  agency of the  Company  as it may  designate  by notice to the
holder hereof),  a register for this Warrant,  in which the Company shall record
the name and address of the person in whose name this  Warrant has been  issued,
as well as the name and  address of each  transferee.  The Company may treat the
person in whose name any Warrant is  registered on the register as the owner and
holder  thereof for all purposes,  but in all events  recognizing  any transfers
made in accordance with the terms of this Warrant.

     (b) This Warrant and the rights  granted  hereunder  shall be assignable by
the holder hereof without the consent of the Company.

     (c) The  Company is  obligated  to register  the Warrant  Shares for resale
under the  Securities  Act  pursuant  to the  Agreement  and any  holder of this
Warrant (and the assignees  thereof) is entitled to the  registration  rights in
respect of the Warrant Shares as set forth in the Agreement.

10.  LOST,  STOLEN,  MUTILATED  OR DESTROYED  WARRANT.  If this Warrant is lost,
stolen,  mutilated or destroyed,  the Company  shall,  on receipt of an executed
Lost Warrant  Affidavit in  substantially  the form annexed  hereto as EXHIBIT C
(or, in the case of a mutilated  Warrant,  the Warrant),  issue a new Warrant of
like  denomination  and tenor as this  Warrant  so lost,  stolen,  mutilated  or
destroyed.

11.  NOTICE. Any notices,  consents, waivers or other communications required or
permitted  to be given  under the terms of this  Warrant  must be in writing and
will be  deemed  to have  been  delivered:  (i)  upon  receipt,  when  delivered
personally;  (ii) upon receipt, when sent by facsimile (provided confirmation of
transmission is mechanically or electronically generated and kept on file by the
sending  party);  or (iii) one  Business  Day after  deposit  with a  nationally
recognized  overnight  delivery service,  in each case properly addressed to the
party to  receive  the  same.  The  addresses  and  facsimile  numbers  for such
communications shall be:

            If to the Company:

            SkyMall, Inc.
            1520 East Pima Street
            Phoenix, Arizona 85034
            Telephone:  602-254-8620
            Facsimile:  602-254-6544
            Attention:  Robert M. Worsley, President and Chief Executive Officer


                                       12
<PAGE>

            With copy to:

            Squire, Sanders & Dempsey L.L.P.
            Two Renaissance Square
            40 North Central Avenue, Suite 2700
            Phoenix, Arizona 85004
            Facsimile:  602-253-8129
            Attention:  Gregory R. Hall, Esq.

If to a holder of this Warrant,  to it at the address and  facsimile  number set
forth on the  Schedule  of  Investors  to the  Agreement,  with  copies  to such
holder's  representatives as set forth on such Schedule of Investors, or at such
other  address and  facsimile as shall be delivered to the Company by the holder
at any time.  Each party shall  provide five days' prior  written  notice to the
other party of any change in address or facsimile number.  Written  confirmation
of receipt (A) given by the recipient of such notice,  consent,  waiver or other
communication,  (B)  mechanically  or  electronically  generated by the sender's
facsimile machine containing the time, date,  recipient  facsimile number and an
image of the first page of such  transmission  or (C)  provided by a  nationally
recognized  overnight delivery service shall be rebuttable  evidence of personal
service,  receipt by facsimile or receipt from a nationally recognized overnight
delivery   service  in  accordance   with  clause  (i),  (ii)  or  (iii)  above,
respectively.

12.  DATE. The date of this Warrant is November 16, 1999.  This Warrant,  in all
events, shall be wholly void and of no effect after the close of business on the
Expiration Date, except that  notwithstanding  any other provisions  hereof, the
provisions of Section 8 shall  continue in full force and effect after such date
as to any Warrant  Shares or other  securities  issued upon the exercise of this
Warrant.

13.  AMENDMENT AND WAIVER.  Except as otherwise  provided herein, the provisions
of the Warrants  issued pursuant to the Agreement may be amended and the Company
may take  any  action  herein  prohibited,  or omit to  perform  any act  herein
required to be  performed  by it, only if the Company has  obtained  the written
consent of the  holders of Warrants  representing  66.7% of the shares of Common
Stock obtainable upon exercise of the Warrants then  outstanding;  provided that
no such action may increase the Warrant Exercise Price of the Warrants, decrease
the number of shares or class of stock obtainable upon exercise of any Warrants,
or  otherwise  materially  adversely  effect  the  rights of the  holder of this
Warrant without the written consent of such holder.

14.  DESCRIPTIVE HEADINGS; GOVERNING LAW; JURISDICTION. The descriptive headings
of the  several  Sections  and  paragraphs  of this  Warrant  are  inserted  for
convenience  only and do not  constitute a part of this  Warrant.  The corporate
laws of the State of New York shall  govern all issues  concerning  the relative


                                       13
<PAGE>

rights of the Company and its stockholders.  All other questions  concerning the
construction,  validity, enforcement and interpretation of this Warrant shall be
governed by the internal laws of the State of New York, without giving effect to
any choice of law or conflict of law  provision or rule (whether of the State of
New York, or any other  jurisdictions)  that would cause the  application of the
laws of any jurisdictions  other than the State of New York. Each of the parties
hereto irrevocably consents and submits to the nonexclusive  jurisdiction of the
Supreme Court of the State of New York and the United States  District Court for
the Southern District of New York in connection with any proceeding  arising out
of or relating to this  Warrant,  waives any objection to venue in the County of
New York,  State of New York, or such  District,  and agrees that service of any
summons,  complaint,  notice of other process relating to such proceeding may be
effected in the manner provided by Section 10 hereof.



                            [Signature Page Follows]


                                       14
<PAGE>

                                              SKYMALL, INC.



                                              By: ______________________________


                                              Name: ____________________________


                                              Title: ___________________________


                                       15
<PAGE>

                              EXHIBIT A TO WARRANT
                                SUBSCRIPTION FORM
        TO BE EXECUTED BY THE REGISTERED HOLDER TO EXERCISE THIS WARRANT
                                  SKYMALL, INC.

         The  undersigned   holder  hereby   exercises  the  right  to  purchase
_________________  of the shares of Common Stock ("Warrant  Shares") of SkyMall,
Inc., a Nevada  corporation (the  "Company"),  evidenced by the attached Warrant
(the "Warrant").  Capitalized  terms used herein and not otherwise defined shall
have the respective meanings set forth in the Warrant.

         1. Form of Warrant  Exercise Price.  The Holder intends that payment of
the Warrant Exercise Price shall be made as:

            ____________  a "CASH EXERCISE" with respect to ____________________
                          Warrant Shares; and/or

            ____________  a "CASHLESS  EXERCISE" with respect to _______________
                          Warrant Shares (to the  extent  permitted by the terms
                          of the Warrant).

         2. Payment of Warrant  Exercise Price. In the event that the holder has
elected a Cash Exercise with respect to some or all of the Warrant  Shares to be
issued pursuant hereto, the holder shall pay the sum of  $___________________ to
the Company in accordance with the terms of the Warrant.

         3. Delivery of Warrant Shares.  The Company shall deliver to the holder
__________ Warrant Shares in accordance with the terms of the Warrant.


Date: _______________ __, ______


________________________________
   Name of Registered Holder

By: ____________________________
    Name:
    Title:


                                       A-1
<PAGE>

                              EXHIBIT B TO WARRANT

                              FORM OF WARRANT POWER


FOR  VALUE  RECEIVED,  the  undersigned  does  hereby  assign  and  transfer  to
________________,  Federal Identification No. __________,  a warrant to purchase
____________ shares of the capital stock of SkyMall, Inc., a Nevada corporation,
represented  by  warrant  certificate  no.  _____,  standing  in the name of the
undersigned  on the  books of said  corporation.  The  undersigned  does  hereby
irrevocably  constitute  and appoint  ______________,  attorney to transfer  the
warrants of said corporation, with full power of substitution in the premises.


Dated:  _________________, ____



                                          ______________________________________

                                          By:  _________________________________

                                          Its: _________________________________


                                       B-1
<PAGE>

                              EXHIBIT C TO WARRANT

                            FORM OF AFFIDAVIT OF LOSS

STATE OF                   )
                           ) ss:
COUNTY OF                  )

     The undersigned  (hereinafter  "Deponent"),  being duly sworn,  deposes and
says that:

     1. Deponent is an adult whose mailing address is:

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

     2.  Deponent is the  recipient of a Warrant (the  "Warrant")  from SkyMall,
Inc. (the "Company"), dated ___________________________________ for the purchase
of  ___________________________________  shares of Common Stock, par value $.001
per share,  of the Company,  at an exercise price of  $_________________________
per share. 3. The Warrant has been lost, stolen,  destroyed or misplaced,  under
the following circumstances:








     4. The Warrant was not endorsed.

     5. Deponent has made a diligent search for the Warrant, and has been unable
to find or recover same, and Deponent was the unconditional owner of the Warrant
at the time of loss,  and is  entitled  to the  full  and  exclusive  possession
thereof;  that neither the Warrant nor the rights of Deponent  therein  have, in
whole or in part, been assigned, transferred, hypothecated, pledged or otherwise
disposed of, in any manner whatsoever,  and that no person,  firm or corporation
other than the Deponent has any right,  title, claim, equity or interest in, to,
or respecting  the Warrant.



                                       C-1
<PAGE>

     6. Deponent makes this Affidavit for the purpose of requesting and inducing
the  Company  and its  agents to issue a new  warrant  in  substitution  for the
Warrant.

     7. If the Warrant should ever come into the hands,  custody or power of the
Deponent or the Deponent's representatives, agents or assigns, the Deponent will
immediately and without consideration  surrender the Warrant to the Company, its
representatives,  agents or assigns,  its transfer agents or subscription agents
for cancellation.

     8. The Deponent hereby  indemnifies and holds harmless the Company from any
claim or demand for payment or  reimbursement of any party arising in connection
with the subject matter of this Affidavit.

Signed, sealed and dated:  _________________________



                                             ___________________________________
                                             Deponent


Sworn to and subscribed before me this
____ day of _____________, _________



______________________________________
Notary Public

                                      C-2



                                                                     Exhibit 4.2
- --------------------------------------------------------------------------------

                                  SKYMALL, INC.

                                       AND

                             RYAN, BECK & CO., INC.

                                    ADVISOR'S

                                WARRANT AGREEMENT

                            DATED AS OF JUNE 30, 1999

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


         ADVISOR'S  WARRANT AGREEMENT dated as of June 30, 1999 between SKYMALL,
INC.,  a  Nevada  corporation  (the  "Company"),  and  Ryan,  Beck &  Co.,  Inc.
(hereinafter  referred  to  variously  as  the  "Holder",  "Ryan,  Beck"  or the
"Advisor").

                              W I T N E S S E T H:

         WHEREAS,  the Company  proposes to issue to Ryan, Beck or its designees
warrants  ("Warrants")  to purchase up to an aggregate  25,000  shares of common
stock of the Company ("Common Stock"); and

         WHEREAS,  Ryan, Beck has agreed pursuant to an advisor's agreement (the
"Advisor's  Agreement")  dated as of the date  hereof  between  Ryan,  Beck (the
"Advisor"), and the Company to act as financial advisor to the Company; and

         WHEREAS, the Company proposes to issue to Ryan, Beck (and/or designees)
the Warrants in connection with payment for Financial Advisor's services;

         NOW, THEREFORE,  in consideration of the premises, the payment by Ryan,
Beck to the Company of an aggregate of two dollars and fifty cents ($2.50),  the
agreements  herein set forth and other good and valuable  consideration,  hereby
acknowledged, the parties hereto agree as follows:


<PAGE>

         1. GRANT.  Ryan,  Beck is hereby granted the right to purchase,  at any
time from June 30, 1999, until 5:30 P.M., New York time, on June 30, 2004, up to
an  aggregate  of 25,000  shares of Common  Stock (the  "Shares")  at an initial
exercise  price (subject to adjustment as provided in SECTION 8 hereof) of $9.31
per share of Common Stock subject to the terms and conditions of this Agreement.
Except as set forth  herein,  the Shares  issuable upon exercise of the Warrants
are in all  respects  identical  to the  shares of Common  Stock  that have been
issued to the public.

         2.  WARRANT  CERTIFICATES.   The  warrant  certificates  (the  "Warrant
Certificates") delivered and to be delivered pursuant to this Agreement shall be
in the form set forth in Exhibit A, attached hereto and made a part hereof, with
such appropriate insertions,  omissions,  substitutions, and other variations as
required or permitted by this Agreement.

         3.  EXERCISE OF WARRANT.

         3.1 METHOD OF EXERCISE.  The Warrants  initially are  exercisable at an
aggregate  initial exercisE price per share of Common Stock set forth in SECTION
6 hereof  payable by certified or official bank check in New York Clearing House
funds,  subject to adjustment as provided in SECTION 8 hereof. Upon surrender of
a Warrant  Certificate  with the  annexed  Form of  Election  to  Purchase  duly
executed,  together with payment of the Exercise Price (as hereinafter  defined)
for the shares of Common Stock purchased at the Company's  principal  offices in
Phoenix,  Arizona (presently located at 1520 East Pima Street, Phoenix,  Arizona
85034) the  registered  holder of a Warrant  Certificate  ("Holder" or "Holder")
shall be entitled to receive a  certificate  or  certificates  for the shares of
Common Stock so  purchased.  The  purchase  rights  represented  by each Warrant
Certificate are exercisable at the option of the Holder thereof,  in whole or in
part  (but not as to  fractional  shares  of the  Common  Stock  underlying  the
Warrants).  Warrants  may be  exercised to purchase all or part of the shares of
Common Stock represented  thereby.  In the case of the purchase of less than all
the  shares of Common  Stock  purchasable  under any  Warrant  Certificate,  the
Company shall cancel said Warrant  Certificate  upon the  surrender  thereof and
shall  execute  and  deliver a new  Warrant  Certificate  of like  tenor for the
balance of the shares of Common Stock purchasable thereunder.

         3.2  EXERCISE BY SURRENDER OF WARRANT.  In addition to the method of
payment  set  forth  in  SECTION  3.1 and in lieu of any cash  payment  required
thereunder,  the Holder(s) of the Warrants  shall have the right at any time and
from time to time to exercise  the  Warrants in full or in part by  surrendering
the Warrant  Certificate in the manner  specified in SECTION 3.1 in exchange for
the  number of Shares  equal to the  product  of (x) the  number of Shares as to
which the  Warrants  are  being  exercised  multiplied  by (y) a  fraction,  the
numerator  of which is the Market Price (as defined in SECTION 3.3 below) of the
Shares  less the  Exercise  Price and the  denominator  of which is such  Market
Price.  Solely  for the  purposes  of this  paragraph,  Market  Price  shall  be
calculated  either (i) on the date which the form of election attached hereto is
deemed to have been sent to the Company  pursuant to SECTION 13 hereof  ("Notice
Date") or (ii) as the average of the Market  Prices for each of the five trading
days preceding the Notice Date, whichever of (i) or (ii) is greater.

         3.3  DEFINITION OF MARKET PRICE.  As  used  herein,  the phrase "Market
Price" at any date shall bE deemed to be the last  reported  sale price,  or, in
case no such  reported  sale takes  place on such day,  the  average of the last
reported  sale  prices for the last three (3)  trading  days,  in either case as


                                       2
<PAGE>

officially  reported by the  principal  securities  exchange on which the Common
Stock is listed or admitted to trading or by the Nasdaq National Market ("NNM"),
or, if the Common  Stock is not listed or  admitted  to trading on any  national
securities  exchanged  or  quoted  by NNM,  the  average  closing  bid  price as
furnished  by the NASD through NNM or similar  organization  if NNM is no longer
reporting  such  information,  or if the Common  Stock is not quoted on NNM,  as
determined in good faith by resolution of the Board of Directors of the Company,
based on the best information available to it.

         4. ISSUANCE OF  CERTIFICATES.  Upon the exercise of the  Warrants,  the
issuance of  certificates  for shares of Common Stock  and/or other  securities,
properties or rights  underlying such Warrants,  shall be made forthwith (and in
any event within five (5) business days thereafter) without charge to the Holder
thereof including,  without limitation,  any tax which may be payable in respect
of the issuance thereof,  and such certificates shall (subject to the provisions
of SECTIONS 5 and 7 hereof) be issued in the name of, or in such names as may be
directed by, the Holder thereof;  provided,  however, that the Company shall not
be  required  to pay any tax which may be payable  in  respect  of any  transfer
involved in the issuance and delivery of any such  certificates  in a name other
than that of the  Holder,  and the  Company  shall not be  required  to issue or
deliver such certificates  unless or until the person or persons  requesting the
issuance  thereof shall have paid to the Company the amount of such tax or shall
have established to the satisfaction of the Company that such tax has been paid.

         The Warrant  Certificates and the certificates  representing the Shares
underlying the Warrants  (and/or other  securities,  property or rights issuable
upon the exercise of the Warrants) shall be executed on behalf of the Company by
the manual or facsimile  signature of the then  Chairman or Vice Chairman of the
Board of  Directors or  President  or Vice  President  of the  Company.  Warrant
Certificates  shall be dated the date of  execution  by the Company upon initial
issuance, division, exchange, substitution or transfer.

         5.  RESTRICTION  ON  TRANSFER  OF  WARRANTS.  The  Holder  of a Warrant
Certificate,  by its acceptance thereof,  covenants and agrees that the Warrants
are being  acquired  as an  investment  and not with a view to the  distribution
thereof.

         6.   EXERCISE PRICE.

         6.1  INITIAL AND  ADJUSTED  EXERCISE  PRICE.    Except   as   otherwise
provided in SECTION 8 hereof,  thE initial  exercise price of each Warrant shall
be $9.31 per share of Common  Stock.  The adjusted  exercise  price shall be the
price which shall result from time to time from any and all  adjustments  of the
initial exercise price in accordance with the provisions of SECTION 8 hereof.

         6.2  EXERCISE PRICE.  The  term "Exercise  Price" herein shall mean the
initial  exercise  price or the  adjusted  exercise  price,  depending  upon the
context.

         7.   REGISTRATION RIGHTS.

         7.1  PIGGYBACK  REGISTRATION.  If, at  any  time  commencing  after the
date hereof and expiring  seven (7) years from the effective  date,  the Company
proposes to register any of its equity  securities  under the Act (other than in
connection  with a merger or pursuant  to Form S-8 or S-4) it will give  written


                                       3
<PAGE>

notice by registered mail, at least thirty (30) days prior to the filing of each
such  registration  statement,  to Ryan,  Beck and to all other Holder(s) of the
Warrants and/or the Warrant  Securities of its intention to do so. If Ryan, Beck
or other Holder(s) of the Warrants and/or Warrant  Securities notify the Company
within  twenty  (20)  business  days after  receipt of any such notice of its or
their  desire to  include  any such  securities  in such  proposed  registration
statement,  the  Company  shall  afford  Ryan,  Beck and such  Holder(s)  of the
Warrants  and/or  Warrant  Securities  the  opportunity to have any such Warrant
Securities  registered under such registration  statement (sometimes referred to
herein as the "Piggyback Registration").

         Notwithstanding  the  provisions of this SECTION 7.1, the Company shall
have the right at any time after it shall have given written notice  pursuant to
this SECTION 7.1 (irrespective of whether a written request for inclusion of any
such  securities  shall have been  made) to elect not to file any such  proposed
registration  statement,  or to withdraw  the same after the filing but prior to
the effective date thereof.

         If a Piggyback  Registration is an underwritten primary registration on
behalf of the  Company,  and the  managing  underwriters  advise the  Company in
writing that in their reasonable opinion based upon market conditions the number
of securities  requested to be included in such registration  exceeds the number
which can be sold in such offering the Company will include in such registration
(i) first, the securities the Company proposes to sell, (ii) second, the Warrant
Securities  requested  to be included in such  registration,  pro rata among the
Holders  of such  Warrant  Securities,  on the  basis of the  number  of  shares
requested by such holders to be included,  and (iii) third,  other securities to
be included in such registration.

         7.2  DEMAND REGISTRATION.

         (a) At any time after the date hereof and expiring  five (5) years from
the  effective  date,  the  Holder of the  Warrants  and/or  Warrant  Securities
representing a "Majority" (as hereinafter  defined) of such securities (assuming
the  exercise of all of the  Warrants)  shall have the right  (which right is in
addition to the  registration  rights under SECTION 7.1 hereof),  exercisable by
written  notice to the  Company,  to have the Company  prepare and file with the
Securities  and Exchange  Commission  (the  "Commission"),  on one  occasion,  a
registration statement and such other documents,  including a prospectus, as may
be  necessary  in the  opinion of both  counsel  for the Company and counsel for
Ryan, Beck and Holder,  in order to comply with the provisions of the Act, so as
to permit a public offering and sale of their respective  Warrant Securities for
nine (9) consecutive  months by such Holder and any other Holder of the Warrants
and/or  Warrant  Securities  who notify the  Company  within ten (10) days after
receiving notice from the Company of such request.

         (b) The  Company  covenants  and agrees to give  written  notice of any
registration  request  under this  SECTION 7.2 by any Holder or Holder(s) to all
other registered Holder(s) of the Warrants and the Warrant Securities within ten
(10) days from the date of the receipt of any such registration request.

         (c) In  addition  to the  registration  rights  under  SECTION  7.1 and
subsection (a) of this SECTION 7.2, at any time commencing after the date hereof
and  expiring  five (5) years from the  effective  date,  any Holder of Warrants
and/or Warrant  Securities shall have the right,  exercisable by written request


                                       4
<PAGE>

to the Company, to have the Company prepare and file, on one occasion,  with the
Commission a registration  statement so as to permit a public  offering and sale
for nine (9)  consecutive  months by any such Holder of its Warrant  Securities,
provided,  however, that the provisions of SECTION 7.3(b) hereof shall not apply
to any such registration request and registration and all costs incident thereto
shall be at the expense of the Holder or Holders making such request.

         (d)  Notwithstanding  anything to the contrary contained herein, if the
Company shall not have filed a registration statement for the Warrant Securities
within the time  period  specified  in SECTION  7.3(a)  hereof  pursuant  to the
written  notice  specified in SECTION 7.2(a) of a Majority of the Holders of the
Warrants and/or Warrant Securities,  the Company shall have the option, upon the
written  notice of election of a Majority of the Holders of the Warrants  and/or
Warrant  Securities,  to  repurchase  (i) any and all Warrant  Securities at the
higher of the  Market  Price  per  share of Common  Stock on (x) the date of the
notice  sent  pursuant  to SECTION  7.2(a) or (y) the  expiration  of the period
specified  in SECTION  7.3(a) and (ii) any and all Warrants at such Market Price
less the Exercise Price of such Warrant. Such repurchase shall be in immediately
available  funds and shall close  within two (2) days after the later of (i) the
expiration of the period specified in SECTION 7.3(a) or (ii) the delivery of the
written notice of election  specified in this SECTION 7.2(d).  The Company shall
have no  obligation  to exercise the option that may be granted  pursuant to the
terms of this paragraph (d) of SECTION 7.2 hereof.

         7.3  COVENANTS  OF  THE  COMPANY  WITH  RESPECT  TO  REGISTRATION.   In
connection with any  registration  under SECTION 7.1 or 7.2 hereof,  the Company
covenants and agrees as follows:

         (a) The  Company  shall  use its best  efforts  to file a  registration
statement within thirty (30) days of receipt of any demand  therefor,  shall use
its best efforts to have any registration  statements  declared effective at the
earliest  possible time, and shall furnish each Holder  desiring to sell Warrant
Securities such number of prospectuses as shall reasonably be requested.

         (b) The Company  shall pay all costs  (excluding  fees and  expenses of
Holder(s)'  counsel  and any  underwriting  or  selling  commissions),  fees and
expenses  in  connection  with all  registration  statements  filed  pursuant to
SECTIONS 7.1 and 7.2(a)  hereof  including,  without  limitation,  the Company's
legal and accounting fees,  printing expenses,  blue sky fees and expenses.  The
Holder(s)  will  pay all  costs,  fees  and  expenses  in  connection  with  any
registration  statement filed pursuant to SECTION  7.2(c).  If the Company shall
fail to comply with the  provisions of SECTION  7.3(a),  the Company  shall,  in
addition to any other equitable or other relief  available to the Holder(s),  be
liable for any or all incidental or special  damages  sustained by the Holder(s)
requesting registration of their Warrant Securities.

         (c) The Company will take all necessary action which may be required in
qualifying or  registering  the Warrant  Securities  included in a  registration
statement  for offering and sale under the  securities  or blue sky laws of such
states as reasonably are requested by the  Holder(s),  provided that the Company
shall not be  obligated  to  execute or file any  general  consent to service of
process or to qualify as a foreign  corporation to do business under the laws of
any such jurisdiction.

         (d) The Company shall indemnify the Holder(s) of the Warrant Securities
to be sold pursuant to any registration  statement and each person,  if any, who


                                       5
<PAGE>

controls  such  Holder  within  the  meaning of SECTION 15 of the Act or SECTION
20(a) of the Securities  Exchange Act of 1934, as amended (the "Exchange  Act"),
against all loss, claim,  damage,  expense or liability  (including all expenses
reasonably  incurred in investigating,  preparing or defending against any claim
whatsoever)  to which any of them may become subject under the Act, the Exchange
Act or otherwise, arising from such registration statement.

         (e) The  Holder(s) of the Warrant  Securities  to be sold pursuant to a
registration statement,  and their successors and assigns, shall severally,  and
not jointly,  indemnify the Company, its officers and directors and each person,
if any, who controls the Company  within the meaning of SECTION 15 of the Act or
SECTION 20(a) of the Exchange Act, against all loss, claim, damage or expense or
liability   (including  all  expenses   reasonably  incurred  in  investigating,
preparing or defending  against any claim  whatsoever)  to which they may become
subject under the Act, the Exchange Act or otherwise,  arising from  information
furnished by or on behalf of such Holder,  or their  successors or assigns,  for
specific inclusion in such registration statement.

         (f) Nothing contained in this Agreement shall be construed as requiring
the  Holder(s) to exercise  their  Warrants  prior to the initial  filing of any
registration statement or the effectiveness thereof.

         (g) The Company shall not permit the inclusion of any securities  other
than the Warrant  Securities to be included in any registration  statement filed
pursuant  to  SECTION  7.2  hereof,  without  the prior  written  consent of the
Holder(s) of the Warrants and Warrant Securities representing a Majority of such
securities.

         (h) The  Company  shall  furnish to each  Holder  participating  in the
offering and to each  underwriter,  if any, a signed  counterpart,  addressed to
such Holder or underwriter,  of (i) an opinion of counsel to the Company,  dated
the effective date of such  registration  statement  (and, if such  registration
includes  an  underwritten  public  offering,  an opinion  dated the date of the
closing under the  underwriting  agreement),  and (ii) a "cold  comfort"  letter
dated  the  effective  date  of  such  registration   statement  (and,  if  such
registration  includes an underwritten public offering,  a letter dated the date
of the  closing  under the  underwriting  agreement)  signed by the  independent
public  accountants  who  have  issued  a  report  on  the  Company's  financial
statements  included  in such  registration  statement,  in each  case  covering
substantially the same matters with respect to such registration  statement (and
the prospectus  included therein) and, in the case of such accountants'  letter,
with respect to events subsequent to the date of such financial  statements,  as
are  customarily  covered in opinions of  issuer's  counsel and in  accountants'
letters   delivered  to  underwriters  in  underwritten   public   offerings  of
securities.

         (i) The Company shall as soon as  practicable  after the effective date
of the  registration  statement,  and in any event within 15 months  thereafter,
make "generally  available to its security  holders" (within the meaning of Rule
158 under the Act) an earnings  statement (which need not be audited)  complying
with SECTION  11(a) of the Act and covering a period of at least 12  consecutive
months beginning after the effective date of the registration statement.

         (j) The Company shall deliver promptly to each Holder  participating in
the offering  requesting the correspondence and memoranda described below and to


                                       6
<PAGE>

the managing  underwriters,  copies of all correspondence between the Commission
and the  Company,  its  counsel  or  auditors  and  all  memoranda  relating  to
discussions  with the  Commission or its staff with respect to the  registration
statement and permit each Holder and underwriters to do such investigation, upon
reasonable advance notice,  with respect to information  contained in or omitted
from the registration  statement as it deems reasonably necessary to comply with
applicable  securities  laws or rules of the National  Association of Securities
Dealers,  Inc.  ("NASD").  Such  investigation  shall  include  access to books,
records and properties and  opportunities to discuss the business of the Company
with its officers and independent auditors, all to such reasonable extent and at
such  reasonable  times  and as often as any such  Holder or  underwriter  shall
reasonably request.

         (k) The Company  shall enter into an  underwriting  agreement  with the
managing  underwriters  selected for such  underwriting  by Holder(s)  holding a
Majority  of  the  Warrant   Securities   requested   to  be  included  in  such
underwriting,  which may be Ryan,  Beck. Such agreement shall be satisfactory in
form and substance to the Company,  each Holder and such managing  underwriters,
and shall contain such representations,  warranties and covenants by the Company
and such other terms as are  customarily  contained in  agreements  of that type
used  by the  managing  underwriter.  The  Holder(s)  shall  be  parties  to any
underwriting  agreement  relating  to an  underwritten  sale  of  their  Warrant
Securities   and  may,   at  their   option,   require   that  any  or  all  the
representations,  warranties  and covenants of the Company to or for the benefit
of  such  underwriters  shall  also be  made  to and  for  the  benefit  of such
Holder(s).  Such Holder(s) shall not be required to make any  representations or
warranties to or agreements with the Company or the underwriters  except as they
may relate to such Holder(s) and their intended methods of distribution.

         (l) In  addition to the Warrant  Securities,  upon the written  request
therefor  by any  Holder(s),  the  Company  shall  include  in the  registration
statement any other  securities of the Company held by such  Holder(s) as of the
date of filing of such  registration  statement,  including  without  limitation
restricted  shares of Common Stock,  options,  warrants or any other  securities
convertible into shares of Common Stock.

         (m) For purposes of this Agreement, the term "Majority" in reference to
the Holder(s) of Warrants or Warrant  Securities,  shall mean in excess of fifty
percent (50%) of the then  outstanding  Warrants or Warrant  Securities that (i)
are not held by the Company, an affiliate,  officer, creditor, employee or agent
thereof or any of their respective affiliates,  members of their family, persons
acting as nominees or in conjunction  therewith and (ii) have not been resold to
the public pursuant to a registration  statement filed with the Commission under
the Act.

         8.   ADJUSTMENTS TO EXERCISE PRICE AND NUMBER OF SECURITIES.

         8.1  SUBDIVISION AND  COMBINATION.  In  case the  Company  shall at any
time subdivide or combine thE outstanding  shares of Common Stock,  the Exercise
Price shall forthwith be proportionately decreased in the case of subdivision or
increased in the case of combination.

         8.2  STOCK DIVIDENDS AND DISTRIBUTIONS.   In case the Company shall pay
a  dividend  in, or make A  distribution  of,  shares of Common  Stock or of the
Company's  capital stock convertible into Common Stock, the Exercise Price shall


                                       7
<PAGE>

forthwith be  proportionately  decreased.  An  adjustment  made pursuant to this
SECTION 8.2 shall be made as of the record date for the subject  stock  dividend
or distribution.

         8.3  ADJUSTMENT IN NUMBER OF SECURITIES.  Upon  each  adjustment of the
Exercise  Price  pursuant  to the  provisions  of this  SECTION 8, the number of
Warrant Securities  issuable upon the exercise at the adjusted exercise price of
each  Warrant  shall be  adjusted to the nearest  full amount by  multiplying  a
number  equal  to the  Exercise  Price  in  effect  immediately  prior  to  such
adjustment  by the number of Warrant  Securities  issuable  upon exercise of the
Warrants  immediately  prior to such  adjustment  and  dividing  the  product so
obtained by the adjusted Exercise Price.

         8.4  DEFINITION OF COMMON STOCK.  For  the  purpose of this  Agreement,
the term "Common  Stock" shalL mean (i) the class of stock  designated as Common
Stock in the  Articles of  Incorporation  of the Company as may be amended as of
the date  hereof,  or (ii) any other class of stock  resulting  from  successive
changes or  reclassifications  of such Common Stock consisting solely of changes
in par  value,  or from par value to no par  value,  or from no par value to par
value.

         8.5  MERGER OR  CONSOLIDATION.  In  case of  any  consolidation  of the
Company  with,  or merger of thE Company  with,  or merger of the Company  into,
another  corporation (other than a consolidation or merger which does not result
in  any  reclassification  or  change  of the  outstanding  Common  Stock),  the
corporation  formed by such consolidation or merger shall execute and deliver to
the Holder a supplemental  warrant  agreement  providing that the holder of each
Warrant then  outstanding or to be outstanding  shall have the right  thereafter
(until the  expiration  of such  Warrant)  to  receive,  upon  exercise  of such
warrant,  the kind and  amount  of shares  of stock  and  other  securities  and
property receivable upon such consolidation or merger, by a holder of the number
of shares of Common Stock of the Company for which such warrant  might have been
exercised  immediately prior to such  consolidation,  merger,  sale or transfer.
Such supplemental warrant agreement shall provide for adjustments which shall be
identical to the adjustments  provided in SECTION 8. The above provision of this
subsection shall similarly apply to successive consolidations or mergers.

         8.6  NO ADJUSTMENT OF EXERCISE PRICE IN CERTAIN  CASES.  No adjustment
of the Exercise Price shall bE made:

         (a) Upon the  issuance or sale of the Warrants or the shares of Common
Stock issuable upon the exercise of the Warrants;

         (b) If  the  amount of said  adjustment  shall be  less than  two cents
(2(cent))  per  Warrant  Security,  provided,  however,  that in such  case  any
adjustment  that would  otherwise  be required  then to be made shall be carried
forward and shall be made at the time of and together  with the next  subsequent
adjustment which, together with any adjustment so carried forward,  shall amount
to at least two cents (2(cent)) per Warrant Security.

         9.  EXCHANGE  AND  REPLACEMENT  OF WARRANT  CERTIFICATES.  Each Warrant
Certificate is exchangeable  without expense,  upon the surrender thereof by the
registered  Holder at the principal  executive office of the Company,  for a new


                                       8
<PAGE>

Warrant  Certificate  of like tenor and date  representing  in the aggregate the
right to purchase the same number of Warrant Securities in such denominations as
shall be designated by the Holder thereof at the time of such surrender.

         Upon receipt by the Company of evidence  reasonably  satisfactory to it
of the loss, theft,  destruction or mutilation of any Warrant Certificate,  and,
in case of loss,  theft or  destruction,  of  indemnity  or security  reasonably
satisfactory to it, and reimbursement to the Company of all reasonable  expenses
incidental  thereto,  and upon surrender and  cancellation  of the Warrants,  if
mutilated,  the Company will make and deliver a new Warrant  Certificate of like
tenor, in lieu thereof.

         10.  ELIMINATION  OF  FRACTIONAL  INTERESTS.  The Company  shall not be
required to issue certificates  representing fractions of shares of Common Stock
upon the  exercise of the  Warrants,  nor shall it be required to issue scrip or
pay cash in lieu of  fractional  interests,  it being the intent of the  parties
that all fractional interests shall be eliminated by rounding any fraction up to
the  nearest  whole  number  of  shares  of  Common  Stock or other  securities,
properties or rights.

         11.  RESERVATION  AND LISTING OF  SECURITIES.  The Company shall at all
times reserve and keep available out of its  authorized  shares of Common Stock,
solely for the  purpose of issuance  upon the  exercise  of the  Warrants,  such
number of shares of Common Stock or other  securities,  properties  or rights as
shall be issuable upon the exercise  thereof.  The Company  covenants and agrees
that,  upon exercise of the Warrants and payment of the Exercise Price therefor,
all shares of Common  Stock and other  securities  issuable  upon such  exercise
shall be duly and validly issued, fully paid,  non-assessable and not subject to
the  preemptive  rights of any  stockholder.  As long as the  Warrants  shall be
outstanding,  the  Company  shall use its best  efforts  to cause all  shares of
Common Stock issuable upon the exercise of the Warrants to be listed (subject to
official  notice of  issuance) on all  securities  exchanges on which the Common
Stock  issued to the public in  connection  herewith  may then be listed  and/or
quoted.

         12.  NOTICES TO WARRANT  HOLDER.  Nothing  contained in this  Agreement
shall be construed as conferring upon the Holder the right to vote or to consent
or to receive notice as a stockholder in respect of any meetings of stockholders
for the  election  of  directors  or any other  matter,  or as having any rights
whatsoever as a stockholder of the Company.  If,  however,  at any time prior to
the expiration of the Warrants and their exercise,  any of the following  events
shall occur:

         (a)  the Company shall  take a record of the  holders  of its shares of
Common  Stock  for the  purpose  of  entitling  them to  receive a  dividend  or
distribution  payable otherwise than in cash, or a cash dividend or distribution
payable otherwise than out of current or retained earnings,  as indicated by the
accounting  treatment  of such  dividend  or  distribution  on the  books of the
Company; or

         (b)  the Company shall offer to all the holders of its Common Stock any
additional shares of capital stock of the Company or securities convertible into
or exchangeable for shares of capital stock of the Company, or any option, right
or warrant to subscribe therefor; or


                                       9
<PAGE>

         (c)  a dissolution,  liquidation  or  winding  up of the Company (other
than  in  connection  with  a  consolidation  or  merger)  or a  sale  of all or
substantially  all of its property,  assets and business as an entirety shall be
proposed;

then, in any one or more of said events,  the Company shall give written  notice
of such  event at least  fifteen  (15) days  prior to the date fixed as a record
date or the date of closing  the  transfer  books for the  determination  of the
stockholders   entitled  to  such   dividend,   distribution,   convertible   or
exchangeable  securities  or  subscription  rights,  or entitled to vote on such
proposed dissolution, liquidation, winding up or sale. Such notice shall specify
such record date or the date of closing the transfer  books, as the case may be.
Failure to give such notice or any defect  therein shall not affect the validity
of any action taken in connection  with the  declaration  or payment of any such
dividend,  or the issuance of any  convertible or  exchangeable  securities,  or
subscription  rights,   options  or  warrants,   or  any  proposed  dissolution,
liquidation, winding up or sale.

         13.  NOTICES.  All notices, requests, consents and other communications
hereunder  shall be in  writing  and  shall be deemed to have been duly made and
sent when delivered,  or mailed by registered or certified mail,  return receipt
requested:

         (a)  If to a registered Holder of the Warrants,  to the address of such
Holder as shown on the books of the Company; or

         (b)  If to the Company, to the address set forth in SECTION 3 hereof or
to such other address as the Company may designate by notice to the Holder; or

         (c)  If to Ryan, Beck, to Ryan, Beck & Co., 200 Park Avenue,  New York,
NY 10166, Attention: Michael J. Kollender.

         14.  SUPPLEMENTS  AND  AMENDMENTS.  The Company and Ryan, Beck may from
time to time  supplement  or amend this  Agreement  without the  approval of any
holder of Warrant  Certificates  (other  than  Ryan,  Beck) in order to cure any
ambiguity,  to correct or supplement any provision contained herein which may be
defective  or  inconsistent  with any  provisions  herein,  or to make any other
provisions in regard to matters or questions arising hereunder which the Company
and Ryan,  Beck may deem  necessary or desirable and which the Company and Ryan,
Beck deem shall not  adversely  affect the interests of the Holder(s) of Warrant
Certificates.

         15.  SUCCESSORS.  All the  covenants and  provisions of this  Agreement
shall be binding upon and inure to the benefit of the Company, the Holder(s) and
their respective successors and assigns hereunder.

         16.  TERMINATION.  This  Agreement  shall  terminate  at the  close  of
business on June 30, 2006.  Notwithstanding  the foregoing,  the indemnification
provisions  of  SECTION  7 shall  survive  such  termination  until the close of
business on June 30, 2012.

         17. GOVERNING LAW; SUBMISSION TO JURISDICTION.  This Agreement and each
Warrant Certificate issued hereunder shall be deemed to be a contract made under


                                       10
<PAGE>

the laws of the State of New York and for all  purposes  shall be  construed  in
accordance  with the laws of said State  without  giving  effect to the rules of
said State governing the conflicts of laws.

         The Company,  Ryan,  Beck and the Holder  hereby agree that any action,
proceeding  or claim  against it arising out of, or relating in any way to, this
Agreement  shall be brought and  enforced in the courts of the State of New York
or of the United  States of America for the Southern  District of New York,  and
irrevocably submits to such jurisdiction, which jurisdiction shall be exclusive.
The Company, Ryan, Beck and the Holder hereby irrevocably waive any objection to
such exclusive  jurisdiction or inconvenient  forum. Any such process or summons
to be served  upon any of the  Company,  Ryan,  Beck and the  Holder(s)  (at the
option of the party bringing such action,  proceeding or claim) may be served by
transmitting  a copy thereof,  by registered or certified  mail,  return receipt
requested,  postage prepaid, addressed to it at the address set forth in SECTION
13 hereof.  Such mailing shall be deemed personal service and shall be legal and
binding  upon the party so  served  in any  action,  proceeding  or  claim.  The
Company,  Ryan, Beck and the Holder(s)  agree that the prevailing  party(ies) in
any such  action or  proceeding  shall be  entitled  to  recover  from the other
party(ies) all of its/their reasonable legal costs and expenses relating to such
action  or  proceeding  and/or  incurred  in  connection  with  the  preparation
therefor.

         18. ENTIRE AGREEMENT;  MODIFICATION. This Agreement contains the entire
understanding  between the parties  hereto  with  respect to the subject  matter
hereof and may not be modified or amended except by a writing duly signed by the
party against whom enforcement of the modification or amendment is sought.

         19.  SEVERABILITY.  If any provision of this Agreement shall be held to
be invalid or  unenforceable,  such  invalidity  or  unenforceability  shall not
affect any other provision of this Agreement.

         20.  CAPTIONS.  The caption  headings of the Sections of this Agreement
are for  convenience of reference only and are not intended,  nor should they be
construed as, a part of this Agreement and shall be given no substantive effect.

         21.  BENEFITS OF THIS  AGREEMENT.  Nothing in this  Agreement  shall be
construed to give to any person or corporation  other than the Company and Ryan,
Beck and any other registered  Holder(s) of the Warrant  Certificates or Warrant
Securities any legal or equitable  right,  remedy or claim under this Agreement;
and this Agreement  shall be for the sole benefit of the Company and Ryan,  Beck
and  any  other  registered   Holder(s)  of  Warrant   Certificates  or  Warrant
Securities.

         22.  COUNTERPARTS.  This  Agreement  may be  executed  in any number of
counterparts and each of such  counterparts  shall for all purposes be deemed to
be an original,  and such counterparts shall together constitute but one and the
same instrument.


                                       11
<PAGE>


         IN WITNESS WHEREOF, the parties hereto have caused this Agreement to be
duly executed, as of the day and year first above written.


                                        SKYMALL, INC.



                                        By:  /s/ Robert M. Worsley
                                             -----------------------------------

                                        Name:  Robert M. Worsley

                                        Title: President
Attest:


/s/ Christine A. Aguilera
- -----------------------------------
Secretary




                                        RYAN, BECK & CO., INC.



                                        By:  /s/ Michael J. Kollender
                                             -----------------------------------

                                        Name:  Michael J. Kollender

                                        Title: Managing Director



                                       12
<PAGE>

                                    EXHIBIT A

                          [FORM OF WARRANT CERTIFICATE]

THE WARRANTS  REPRESENTED BY THIS CERTIFICATE AND THE OTHER SECURITIES  ISSUABLE
UPON  EXERCISE  THEREOF  MAY NOT BE OFFERED OR SOLD  EXCEPT  PURSUANT  TO (i) AN
EFFECTIVE  REGISTRATION  STATEMENT  UNDER THE SECURITIES ACT OF 1933, AS AMENDED
(THE  "ACT"),  (ii) TO THE  EXTENT  APPLICABLE,  RULE 144  UNDER THE ACT (OR ANY
SIMILAR RULE UNDER THE ACT RELATING TO THE DISPOSITION OF SECURITIES),  OR (iii)
AN OPINION OF COUNSEL,  IF SUCH  OPINION  SHALL BE  REASONABLY  SATISFACTORY  TO
COUNSEL FOR THE ISSUER,  THAT AN EXEMPTION  FROM  REGISTRATION  UNDER THE ACT IS
AVAILABLE.

THE  TRANSFER OR EXCHANGE OF THE WARRANTS  REPRESENTED  BY THIS  CERTIFICATE  IS
RESTRICTED IN ACCORDANCE WITH THE WARRANT AGREEMENT REFERRED TO HEREIN.

                            EXERCISABLE ON OR BEFORE

                     5:30 P.M., NEW YORK TIME, June 30, 2004

No. W-   Warrants to Purchase

         25,000 Shares of Common Stock

                               WARRANT CERTIFICATE

         This Warrant Certificate certifies that , or registered assigns, is the
registered  holder of 25,000  Warrants to purchase  initially,  at any time from
June 30,  1999  until  5:30  p.m.  New York time on June 30,  2004  ("Expiration
Date"), up to (25,000) TWENTY-FIVE THOUSAND fully-paid and non-assessable shares
of common stock,  ("Common Stock") of SKYMALL,  INC., a Nevada  corporation (the
"Company"),  (one share of Common Stock referred to individually as a "Security"
and collectively as the "Securities") at the initial exercise price,  subject to
adjustment  in certain  events  (the  "Exercise  Price"),  of $9.31 per share of
Common  Stock upon  surrender  of this  Warrant  Certificate  and payment of the
Exercise  Price at an  office  or  agency of the  Company,  but  subject  to the
conditions  set forth herein and in the warrant  agreement  dated as of June 30,
1999 between the Company, and RYAN, BECK & CO., Inc. (the "Warrant  Agreement").
Payment of the Exercise  Price shall be made by certified or official bank check
in New York Clearing House funds payable to the order of the Company.

         No Warrant  may be  exercised  after 5:30 p.m.,  New York time,  on the
Expiration Date, at which time all Warrants  evidenced hereby,  unless exercised
prior thereto, hereby shall thereafter be void.

         The Warrants  evidenced by this Warrant  Certificate are part of a duly
authorized  issue of Warrants  issued pursuant to the Warrant  Agreement,  which
Warrant Agreement is hereby incorporated by reference in and made a part of this

                                      A-1
<PAGE>

instrument and is hereby referred to for a description of the rights, limitation
of rights, obligations,  duties and immunities thereunder of the Company and the
holder(s) (the words "holder" or  "holder(s)"  meaning the registered  holder or
registered holder(s)) of the Warrants.

         The Warrant  Agreement  provides  that upon the  occurrence  of certain
events the Exercise Price and the type and/or number of the Company's securities
issuable  thereupon may,  subject to certain  conditions,  be adjusted.  In such
event,  the Company  will,  at the  request of the  holder,  issue a new Warrant
Certificate  evidencing  the  adjustment  in the  Exercise  Price and the number
and/or type of securities issuable upon the exercise of the Warrants;  provided,
however,  that the failure of the Company to issue such new Warrant Certificates
shall not in any way  change,  alter,  or  otherwise  impair,  the rights of the
holder as set forth in the Warrant Agreement.

         Upon due  presentment  for  registration  of transfer  of this  Warrant
Certificate at an office or agency of the Company, a new Warrant  Certificate or
Warrant Certificates of like tenor and evidencing in the aggregate a like number
of Warrants  shall be issued to the  transferee(s)  in exchange for this Warrant
Certificate,  subject to the  limitations  provided  herein  and in the  Warrant
Agreement,  without any charge except for any tax or other  governmental  charge
imposed in connection with such transfer.

         Upon the  exercise of less than all of the  Warrants  evidenced by this
Certificate,  the  Company  shall  forthwith  issue to the  holder  hereof a new
Warrant Certificate representing such number of unexercised Warrants.

         The Company may deem and treat the registered  holder(s)  hereof as the
absolute owner(s) of this Warrant Certificate  (notwithstanding  any notation of
ownership  or other  writing  hereon  made by  anyone),  for the  purpose of any
exercise hereof,  and of any distribution to the holder(s)  hereof,  and for all
other  purposes,  and the  Company  shall not be  affected  by any notice to the
contrary.

         All terms used in this  Warrant  Certificate,  which are defined in the
Warrant  Agreement,  shall have the  meanings  assigned  to them in the  Warrant
Agreement.


                                       A-2
<PAGE>

         IN WITNESS WHEREOF,  the Company has caused this Warrant Certificate to
be duly executed under its corporate seal.

Dated as of JUNE 30, 1999

                                        SKYMALL, INC.


[SEAL]
                                        By:  /s/ Robert M. Worsley
                                             -----------------------------------

                                        Name:  Robert M. Worsley

                                        Title: President
Attest:


/s/ Christine A. Aguilera
- -----------------------------------
Secretary


                                       A-3
<PAGE>

             [FORM OF ELECTION TO PURCHASE PURSUANT TO SECTION 3.1]

         The  undersigned  hereby  irrevocably  elects to  exercise  the  right,
represented by this Warrant Certificate, to purchase:

         ________________ shares of Common Stock;

and herewith tenders in payment for such securities a certified or official bank
check payable in New York Clearing House Funds to the order of SkyMall,  Inc. in
the  amount  of $ , all in  accordance  with  the  terms of  Section  3.1 of the
Representative's  Warrant  Agreement dated as of June 30, 1999 between  SkyMall,
Inc. and Ryan, Beck & Co. Inc. The  undersigned  requests that a certificate for
such  securities  be  registered  in the name of whose  address is and that such
Certificate be delivered to whose address is .

Dated:

         Signature  ___________________________

         (Signature  must conform in all respects to name of holder as specified
on the face of the Warrant Certificate.)


         ______________________________________
         (Insert Social Security or Other Identifying Number of Holder)


                                      A-4

<PAGE>

             [FORM OF ELECTION TO PURCHASE PURSUANT TO SECTION 3.2]


     The  undersigned   hereby   irrevocably   elects  to  exercise  the  right,
represented by this Warrant  Certificate,  to purchase shares of Common Stock of
SKYMALL,  INC.,  in  accordance  with the terms of Section  3.2 of that  certain
Warrant Agreement dated as of June 30, 1999 between Skymall, Inc. and Ryan, Beck
&  Co.,   Inc.   and   herewith   tenders   in  payment   for  such   securities
__________________________ Warrants. The undersigned requests that a certificate
for such  securities  be  registered  in the name of  __________________________
whose  address  is   ___________________________________________and   that  such
Certificate be delivered to  _________________________________  whose address is
__________________________________________________________.


Dated:   _________________________________


Signature: _______________________________
           (Signature must conform in all respects
           to name of Holder as specified on the
           face of the Warrant Certificate).


__________________________________________
(Insert Social Security or Other Identifying Number
of Holder)


                                      A-5
<PAGE>

                              [FORM OF ASSIGNMENT]

             (To be executed by the registered holder if such holder

                  desires to transfer the Warrant Certificate.)

FOR VALUE RECEIVED ____________________ hereby sells, assigns and transfers unto

                  (Please print name and address of transferee)

this Warrant  Certificate,  together with all right, title and interest therein,
and does hereby  irrevocably  constitute and appoint  Attorney,  to transfer the
within Warrant Certificate on the books of the within-named  Company,  with full
power of substitution.

Dated:  _____________________  Signature: __________________________
(Signature  must  conform in all  respects to name of holder as specified on the
face of the Warrant Certificate.)

        __________________________________
        (Insert Social Security or Other Identifying Number of Assignee)


                                      A-6



                        Squire, Sanders & Dempsey L.L.P.
                             Two Renaissance Square
                       40 North Central Avenue, Suite 2700
                             Phoenix, Arizona 85004
                              Phone: (602) 528-4000
                            Facsimile: (602) 253-8129


                                November 22, 1999

Securities and Exchange Commission
450 Fifth Street, N.W.
Washington, D.C.  20549

Ladies and Gentlemen:

     This  firm  is  counsel  for  SkyMall,  Inc.,  a  Nevada  corporation  (the
"Company").  As such, we are familiar with the Certificate of Incorporation,  as
amended,  and the Bylaws,  as amended,  of the Company,  as well as  resolutions
adopted by its Board of Directors  authorizing  the issuance and sale of 413,813
shares of the  Company's  common  stock,  par value $.001 per share (the "Common
Stock"),  including  39,420  shares of Common Stock  issuable  upon  exercise of
outstanding  Warrants (the "Warrants"),  which are the subject of a Registration
Statement on Form S-3 (the "Registration Statement") under the Securities Act of
1933, as amended (the "1993 Act").

     We also have  examined all  instruments,  documents,  and records  which we
deemed  relevant  and  necessary  for  the  basis  of  our  opinion  hereinafter
expressed. In such examination, we have assumed the genuineness and authority of
all  signatures  and  the  authenticity  of  all  documents  submitted  to us as
originals and the  conformity to the originals of all documents  submitted to us
as copies.

     Based on such examination,  we are of the opinion that the  413,813  shares
of Common Stock are validly issued, fully paid and nonassessable,  and that upon
receipt by the Company of the  consideration  provided for upon  exercise of the
Warrants, the Common Stock, when issued in compliance with the Warrants, will be
validly issued, fully paid and nonassessable.

     We acknowledge that we are referred to under the heading "Legal Matters" in
the Prospectus which is part of the Registration Statement and we hereby consent
to the use of our name in such Registration Statement. We further consent to the
filing of this opinion as Exhibit 5.1 to the Registration Statement and with the

<PAGE>

Securities and Exchange Commission                             November 22, 1999
Page 2


state  regulatory  agencies  in  such  states  as may  require  such  filing  in
connection with the  registration of the Common Stock for offer and sale in such
states.

                                           Respectfully submitted,

                                           Squire, Sanders & Dempsey L.L.P.



                                                                    Exhibit 23.1


                    CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS



As independent  public  accountants,  we hereby consent to the  incorporation by
reference  in this  registration  statement  of our report  dated  March 1, 1999
included in SkyMall,  Inc.'s Form 10-K for the year ended December,  31 1998 and
to all references to our firm included in this registration statement.

                                                             ARTHUR ANDERSEN LLP



Phoenix, Arizona,
  November 17, 1999.



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