SKYMALL INC
10-Q, 1999-05-17
CATALOG & MAIL-ORDER HOUSES
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                       SECURITIES AND EXCHANGE COMMISSION

                             Washington, D.C. 20549
                              --------------------


                                   FORM 10-Q

(Mark One)

[X]  QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
     SECURITIES EXCHANGE ACT OF 1934

     For the quarterly period ended MARCH 31, 1999

                                       OR

[ ]  TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
     SECURITIES AND EXCHANGE ACT OF 1934

     For the transition period from ________________ to ________________

                        Commission File Number 000-21657

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

                 NEVADA                                       86-0651100
     (State or other jurisdiction of                      (I.R.S. Employer
     incorporation or organization)                       Identification No.)

                  1520 EAST PIMA STREET, PHOENIX, ARIZONA 85034
               (Address of principal executive offices) (Zip Code)

                                 (602) 254-9777
              (Registrant's telephone number, including area code)

     Indicate  by check mark  whether the  Registrant  (1) has filed all reports
required to be filed by Section 13 or 15(d) of the  Securities  Exchange  Act of
1934  during  the  preceding  12 months  (or for such  shorter  period  that the
Registrant was required to file such reports),  and (2) has been subject to such
filing requirements for the past 90 days. Yes [X] No [ ]

     As of May 11, 1999, there were 8,983,622 shares of the Common Stock,  $.001
par value, of the Company outstanding.

================================================================================
<PAGE>

                                  SKYMALL, INC.

                                      INDEX

                                                                            PAGE
PART I:   FINANCIAL INFORMATION

Item 1.   Financial Statements

          Condensed Consolidated Balance Sheets - March 31, 1999
            and December 31, 1998..........................................   3
          Condensed Consolidated Statements of Operations - Three
            months ended March 31, 1999 and 1998...........................   4
          Condensed Consolidated Statements of Cash Flows - Three
            months ended March 31, 1999 and 1998...........................   5
          Notes to Condensed Consolidated Financial Statements.............   6

Item 2.   Management's Discussion and Analysis of Financial Condition
          and Results of Operations........................................  10

Item 3.   Quantitative and Qualitative Disclosures About Market Risk.......  20


PART II:  OTHER INFORMATION

Item 1.   Legal Proceedings................................................  21
Item 2.   Changes in Securities and Use of Proceeds........................  21
Item 3.   Defaults Upon Senior Securities..................................  22
Item 4.   Submission of Matters to a Vote of Security Holders..............  22
Item 5.   Other Information................................................  22
Item 6.   Exhibits and Reports on Form 8-K.................................  22

Signatures.................................................................  23




                                       2
<PAGE>

                          PART I: FINANCIAL INFORMATION


ITEM 1.  FINANCIAL STATEMENTS

                                  SKYMALL, INC.

                      CONDENSED CONSOLIDATED BALANCE SHEETS
                             (Amounts in thousands)

                                                     March 31,      December 31,
                                                       1999            1998
                                                    -----------     ------------
                        ASSETS                      (Unaudited) 

CURRENT ASSETS:
   Cash and cash equivalents                         $  3,560        $  7,785
   Accounts receivable, net                             6,458          12,351
   Inventory                                              679             630
   Income tax receivable                                1,010               0
   Prepaid catalog costs and other                      1,429           1,513
   Deferred income taxes                                  709             709
                                                     --------        --------
       Total current assets                            13,845          22,988

Property and Equipment, net                             6,810           6,474
Goodwill, net                                           2,971           3,022
Other Assets, net                                       1,525             182
                                                     --------        --------
       Total assets                                  $ 25,151         $32,666
                                                     ========        ========

        LIABILITIES AND SHAREHOLDERS' EQUITY

CURRENT LIABILITIES:
   Accounts payable                                  $  9,266        $ 11,665
   Accrued liabilities                                    964           1,217
   Unearned revenue                                     1,235           4,281
   Income taxes                                             0             761
   Current portion of notes payable 
     and capital leases                                   233             226
                                                     --------        --------
       Total current liabilities                       11,698          18,150

Deferred Income Taxes                                     212             209
Notes Payable and Capital Leases, net
   of current portion                                      17              44
                                                     --------        --------
       Total liabilities                               11,927          18,403
                                                     --------        --------
SHAREHOLDERS' EQUITY:
   Common Stock                                             9               9
   Additional paid-in capital                           9,175           8,128
   Retained earnings                                    4,040           6,126
                                                     --------        --------
       Total shareholders' equity                      13,224          14,263
                                                     --------        --------
       Total liabilities and shareholders' equity    $ 25,151        $ 32,666
                                                     ========        ========


     See accompanying Notes to Condensed Consolidated Financial Statements.


                                       3
<PAGE>
                                 SKYMALL, INC.

                CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS
            (Amounts in thousands, except shares and per share data)
                                  (Unaudited)

                                                          Three months ended
                                                               March 31,
                                                      -------------------------
                                                         1999            1998 
                                                      ---------       ---------

REVENUES:
   Merchandise sales, net                             $   9,964       $   9,234
   Placement fees and other                               3,178           3,930
                                                      ---------       ---------
          Total revenues                                 13,142          13,164

COST OF GOODS SOLD                                        6,489           6,809
                                                      ---------       ---------
          Gross margin                                    6,653           6,355
                                                      ---------       ---------
OPERATING EXPENSES:
   Catalog expenses                                       2,544           2,663
   Selling expenses                                         833             864
   Customer service and fulfillment expenses              1,942           1,099
   General and administrative expenses                    4,864           1,761
                                                      ---------       ---------
          Total operating expenses                       10,183           6,387
                                                      ---------       ---------
LOSS FROM OPERATIONS                                     (3,530)            (32)
   Interest expense                                         (11)             (8)
   Other income                                             136             163
                                                      ---------       ---------

INCOME (LOSS) BEFORE INCOME TAXES                        (3,405)            123
   Income taxes                                          (1,318)             49
                                                      ---------       ---------
NET INCOME (LOSS)                                     $  (2,087)      $      74
                                                      =========       =========

BASIC NET INCOME (LOSS) PER COMMON SHARE              $    (.24)      $     .01
                                                      =========       =========

BASIC WEIGHTED AVERAGE SHARES OUTSTANDING             8,838,351       8,509,701
                                                      =========       =========

DILUTED NET INCOME (LOSS) PER COMMON SHARE            $    (.24)      $     .01
                                                      =========       =========

DILUTED WEIGHTED AVERAGE SHARES OUTSTANDING           8,838,351       8,518,801
                                                      =========       =========



     See accompanying Notes to Condensed Consolidated Financial Statements.


                                       4
<PAGE>

                                 SKYMALL, INC.

                CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS
                             (Amounts in thousands)
                                  (Unaudited)

                                                          Three months ended
                                                               March 31,
                                                      -------------------------
                                                         1999            1998 
                                                      ---------       ---------
CASH FLOWS FROM OPERATING ACTIVITIES:
   Net income (loss)                                  $  (2,087)      $      74
   Adjustments to reconcile net income (loss) to 
     net cash used in operating activities:
     Depreciation and amortization                          401             218
     Changes in operating assets and liabilities         (2,880)         (2,044)
                                                      ---------       ---------
          Net cash used in operating activities          (4,566)         (1,752)
                                                      ---------       ---------

CASH FLOWS FROM INVESTING ACTIVITIES:
   Purchase of property and equipment                      (686)           (259)
                                                      ---------       ---------
          Net cash used in investing activities            (686)           (259)
                                                      ---------       ---------

CASH FLOWS FROM FINANCING ACTIVITIES:
   Proceeds from issuance of common stock                 1,047               0
   Payments on notes payable and capital leases, net        (20)            (25)
   Repurchase of common shares                                0            (127)
                                                      ---------       ---------
          Net cash provided by (used in) 
            financing activities                          1,027            (152)
                                                      ---------       ---------

DECREASE IN CASH AND CASH EQUIVALENTS                    (4,225)         (2,163)

CASH AND CASH EQUIVALENTS,
   beginning of period                                    7,785           9,412
                                                      ---------       ---------
CASH AND CASH EQUIVALENTS,
   end of period                                      $   3,560       $   7,249
                                                      =========       =========



     See accompanying Notes to Condensed Consolidated Financial Statements.


                                       5
<PAGE>

                                  SKYMALL, INC.

              NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS
                                 MARCH 31, 1999
                      (In thousands, except per share data)
                                   (Unaudited)


NOTE 1 - SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

     BUSINESS

     SkyMall,  Inc.  (the  "Company")  was  incorporated  in 1989 as an  Arizona
corporation (and reincorporated in Nevada in October 1996). The Company provides
exclusive agreements to create both print and e-commerce solutions for consumers
and merchants. The Company offers high-quality products and services through the
SkyMall in-flight print catalogs,  workplace  catalogs and the SkyMall Web site.
The Company  maintains  substantially  no  inventory  related to  products  sold
through  the  SkyMall   in-flight  print  catalogs  or  the  SkyMall  Web  site.
Substantially all products  displayed in the Company's  in-flight print catalogs
and the SkyMall Web site are carried and fulfilled by  participating  merchants.
At March 31,  1999,  the  Company had  agreements  with 16 airlines to place its
catalogs in aircraft seat pockets.  The Company  operates on a calendar year end
of December 31.

     CONSOLIDATION

     The condensed  consolidated  financial  statements  include the accounts of
SkyMall, Inc. and its wholly-owned subsidiaries,  SKYMALL.COM, INC. and Durham &
Company,  and  include  all  adjustments  and  reclassifications   necessary  to
eliminate the effect of significant intercompany accounts and transactions.

     BASIS OF PRESENTATION

     The accompanying unaudited condensed consolidated financial statements have
been prepared in  accordance  with  generally  accepted  accounting  principles,
pursuant to the rules and regulations of the Securities and Exchange Commission.
In the opinion of management,  all adjustments  (consisting of normal  recurring
accruals)  considered  necessary  for a fair  presentation  have been  included.
Certain information and footnote  disclosures  normally included in consolidated
financial  statements have been condensed or omitted  pursuant to such rules and
regulations. These condensed consolidated financial statements should be read in
conjunction  with the  consolidated  financial  statements and the notes thereto
included in the Company's Annual Report on Form 10-K for the year ended December
31, 1998. The condensed  consolidated  results of operations for the three-month
period ended March 31, 1999 are not necessarily  indicative of the results to be
expected for the full year.

NOTE 2 - NET INCOME (LOSS) PER COMMON SHARE

     Basic net income (loss) per common share is based upon the weighted average
shares outstanding. Outstanding stock options and warrants are treated as common
stock  equivalents  for the purposes of computing  diluted net income (loss) per
common share and represent  the  difference  between basic and diluted  weighted
average  shares  outstanding.  The following is a summary of the  computation of
basic and  diluted net income  (loss) per common  share  (amounts  in  thousands
except per share amounts):


                                       6
<PAGE>
                                                          Three months ended
                                                               March 31,
                                                      -------------------------
                                                         1999            1998 
                                                      ---------       ---------
Basic net income (loss) per common share:
     Net income (loss)                                $  (2,087)      $      74
                                                      =========       =========
     Weighted average common shares                       8,838           8,510
                                                      =========       =========
     Basic per share amount                           $    (.24)      $     .01
                                                      =========       =========

                                                          Three months ended
                                                               March 31,
                                                      -------------------------
                                                         1999            1998 
                                                      ---------       ---------
Diluted net income per common share:
     Net income (loss)                                $  (2,087)      $      74
                                                      =========       =========
     Weighted average common shares                       8,838           8,510
     Options and warrants assumed exercised                   0               9
                                                      =========       =========
     Total common shares plus assumed exercises           8,838           8,519
                                                      =========       =========
     Diluted per share amount                         $    (.24)     $      .01
                                                      =========       =========

NOTE 3 - SEGMENT AND RELATED INFORMATION

     The Company is engaged  principally in the business of providing  exclusive
agreements  to create both print and  e-commerce  solutions  for  consumers  and
merchants.  The Company offers  high-quality  products and services  through the
SkyMall in-flight print catalogs, workplace catalogs and the SkyMall Web site.

     Summarized  financial  information   concerning  the  Company's  reportable
segments  for the three  months  ended  March 31,  1999 and 1998 is shown in the
following table (amounts in thousands):

<TABLE>
<CAPTION>
      Three Months Ended                   In-flight      Workplace
        March 31, 1999                   Print Catalog     Catalog     E-commerce    Corporate(1)      Total  
- ---------------------------------        -------------    ---------    ----------    ------------    ---------
<S>                                         <C>            <C>           <C>            <C>           <C>    
Revenues                                    $11,340        $   972       $   830        $     0       $13,142
Gross Margin                                $ 5,968        $   379       $   306        $     0       $ 6,653
Operating revenue over expenses, 
   before general and administrative 
   expenses                                 $   704        $   379       $   251        $     0       $ 1,334
General and administrative
   expenses                                 $     0        $     0       $     0        $ 4,864       $ 4,864
Identifiable Assets                         $18,258        $ 4,229       $ 2,664        $     0       $25,151
Depreciation                                $   246        $     6       $    97        $     0       $   349
</TABLE>

                                       7
<PAGE>

<TABLE>
<CAPTION>
      Three Months Ended                   In-flight      Workplace
        March 31, 1998                   Print Catalog     Catalog     E-commerce    Corporate(1)      Total  
- ---------------------------------        -------------    ---------    ----------    ------------    ---------
<S>                                         <C>            <C>           <C>            <C>           <C>    
Revenues                                    $12,898        $     0       $   266        $     0       $13,164
Gross Margin                                $ 6,232        $     0       $   123        $     0       $ 6,355
Operating revenue over expenses, 
   before general and administrative 
   expenses                                 $ 1,606        $     0       $   123        $     0       $ 1,729
General and administrative
   expenses                                 $     0        $     0       $     0        $ 1,761       $ 1,761
Identifiable Assets                         $19,229        $     0       $     0        $     0       $19,229
Depreciation                                $   218        $     0       $     0        $     0       $   218
</TABLE>
- --------------

(1)  The   "Corporate"   column   includes   corporate   related   general   and
     administrative expenses which are not allocated to reportable segments.

NOTE 4 - BUSINESS ACQUISITION

     In October  1998,  the Company  acquired all of the  outstanding  shares of
Durham & Company, an employee logo and incentive  merchandise  company, for $2.9
million in cash and a note  payable of $200,000,  totaling  $3.1  million.  This
acquisition has been accounted for as a purchase,  and the results of operations
of the  acquired  business  have been  included  in the  consolidated  financial
statements  since the date of  acquisition.  The excess  purchase price over the
fair  value of net assets  acquired  was  $3,074,206  and has been  recorded  as
goodwill and is being  amortized  on a  straight-line  basis over 15 years.  The
purchase price was allocated as follows:

         Accounts receivable                           $     476,110
         Inventory                                           651,790
         Property, equipment and other assets                170,514
         Goodwill                                          3,074,206
         Liabilities assumed                              (1,272,620)
                                                       -------------
                                                       $   3,100,000
                                                       =============

The following  unaudited  consolidated pro forma  information is presented as if
the Durham & Company acquisition had occurred on January 1, 1998.

                                                     Three months ended
                                                          March 31,
                                                 -------------------------
                                                    1999            1998 
                                                 ---------       ---------

         Net merchandise sales                   $   9,964       $   9,931
         Net loss                                $  (2,087)      $     (43)

         Basic net loss per common share         $    (.24)      $    (.01)
         Diluted net loss per common share       $    (.24)      $    (.01)

The consolidated pro forma  information  includes  adjustments to give effect to
amortization and goodwill.  The unaudited  consolidated pro forma information is
not necessarily  indicative of the combined results that would have occurred had
the  acquisition  been made on  January  1, 1998,  nor is it  indicative  of the
results that may occur in the future.


                                       8
<PAGE>

NOTE 5 - RECENTLY ADOPTED ACCOUNTING STANDARDS

     In June 1998, the Financial  Accounting Standards Board issued Statement of
Financial  Accounting  Standards No. 133, Accounting for Derivative  Instruments
and Hedging  Activities.  The  Statement  establishes  accounting  and reporting
standards  requiring  that  every  derivative   instrument   (including  certain
derivative  instruments  embedded in other contracts) be recorded in the balance
sheet as either an asset or liability  measured at its fair value. The Statement
requires that changes in the derivative's fair value be recognized  currently in
earnings unless specific hedge accounting  criteria are met. Special  accounting
for qualifying  hedges allows a derivative's  gains and losses to offset related
results on the hedged item in the income statement,  and requires that a company
must formally document,  designate, and assess the effectiveness of transactions
that receive hedge accounting.

     Statement 133 is effective for fiscal years  beginning after June 15, 1999.
A company may also  implement  the  Statement as of the  beginning of any fiscal
quarter after  issuance  (that is, fiscal  quarters  beginning June 16, 1998 and
thereafter).  Statement 133 cannot be applied retroactively.  Statement 133 must
be applied to (a) derivative  instruments and (b) certain derivative instruments
embedded  in hybrid  contracts  that were  issued,  acquired,  or  substantively
modified after December 31, 1997 (and, at the company's election, before January
1, 1998).  Application of the Statement's requirements is not expected to have a
material impact on the Company's financial position,  results of operations,  or
earnings per share data as currently reported.

     In  January  1999,  the  Company   adopted   Statement  of  Position  98-1,
"ACCOUNTING  FOR THE  COSTS OF  COMPUTER  SOFTWARE  DEVELOPED  OR  OBTAINED  FOR
INTERNAL USE." This Statement of Position (SOP) provides  guidance on accounting
for the costs of computer  software  developed or obtained for internal use. The
statement   identifies  the  characteristics  of  internal-use   software,   the
capitalization  criteria and the amortization  method. SOP 98-1 is effective for
fiscal years  beginning  after  December 15, 1998.  Under SOP 98-1,  the Company
capitalized costs of $190,000 during the three months ended March 31, 1999.

     In January 1999, the Company adopted Statement of Position 98-5, "REPORTING
ON THE  COSTS  OF  START-UP  ACTIVITIES."  This  SOP  provides  guidance  on the
financial  reporting of start-up costs and organization  costs. The SOP requires
costs of start-up  activities and organization costs to be expensed as incurred.
SOP 98-5 is  effective  for fiscal  years  beginning  after  December  15, 1998.
Application  of SOP  98-5  did  not  have a  material  impact  on the  Company's
financial condition, results of operations or earnings per share data.


                                       9
<PAGE>


ITEM 2.  MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND
         RESULTS OF OPERATIONS

     The following discussion and analysis provides information which management
believes is relevant to an assessment and understanding of the Company's results
of operations and financial condition and should be read in conjunction with the
attached Condensed  Consolidated Financial Statements and Notes thereto and with
the Company's audited Consolidated Financial Statements,  the Notes thereto, and
Management's  Discussion  and  Analysis of  Financial  Condition  and Results of
Operations relating thereto included in the Company's Annual Report on Form 10-K
for the year ended December 31, 1998.

     Unless the context indicates otherwise, the terms "SkyMall," the "Company,"
"we," "us" or "ours" refer to SkyMall,  Inc. and its subsidiaries,  SKYMALL.COM,
INC. and Durham & Company.

FORWARD-LOOKING STATEMENTS

     Certain  statements made herein,  in future filings by the Company with the
Securities  and  Exchange  Commission  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 below 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.

OVERVIEW

     GENERAL

     Founded in 1989,  SkyMall,  Inc.  capitalizes  on exclusive  agreements  to
create both print and e-commerce solutions for consumers and merchants. We offer
products and services to consumers through print and on-line media. Our products
and services are provided by more than 100 of the country's  leading  retailers,
including  Balducci's,  Brookstone(R),   Frontgate(R),  Hammacher  Schlemmer(R),
Improvements(R),  Lillian  Vernon(R),  Orvis(R),  Successories(R),  The  Sharper
Image(R) and The Wine  Enthusiast(TM).  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.

     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


                                       10
<PAGE>

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 100 well-known merchants and the convenience of one-stop shopping.

     Our print media,  which typically  includes  approximately  2,000 items per
catalog,  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 on-line database, we offer on-line consumers
a greater  product  selection and currently  offer more than 3,500  products for
sale. For the convenience of our customers,  our on-line  database is searchable
by a number of  parameters  that 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   on-line
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, are our largest distribution  channel.  Over the
past  eight  years,  we have  experienced  substantial  growth  in our  domestic
in-flight  catalog business,  which currently  accounts for approximately 82% of
our net merchandise  sales and substantially all of our placement fees and other
revenue.  We currently  have  exclusive  agreements  to place our catalogs on 16
airlines,  including Northwest  Airlines,  which will begin carrying the SkyMall
catalogs  effective July 1, 1999. These 16 airlines,  which carry  approximately
71% of all  domestic  passengers  or more than 428  million  airline  passengers
annually, also include America West, Continental,  Delta, Southwest,  United and
US Airways. In order to enhance the appeal of our product offerings,  we produce
four new domestic  in-flight catalogs per year. To gain efficiency in production
and  printing,  the  catalog  content is  substantially  the same for all of our
airline  partners.  During the first three  quarters of the year,  our  catalogs
typically  average  170  pages.  During  our peak  selling  season in the fourth
quarter of the year, we generally expand our catalog offering to over 225 pages.

     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's agreements with its airline partners generally have a term of
at least one year and thereafter are automatically renewable on an annual basis,
subject to termination  with 60-to-180 days' advance notice by either SkyMall or
the airline.

     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 a


                                       11
<PAGE>

new  international  initiative  with United Airlines under which we began making
specialized  catalogs  available  to the more  than five  million  international
passengers who travel each year on United  Airlines'  flights  originating  from
Tokyo and Osaka,  Japan and serving  the Pacific  Rim.  These  catalogs  feature
merchandise  tailored  to this  audience  and are  offered  in three  languages:
English,  Japanese  and  Chinese.  Although  revenue  from this program has been
immaterial  to date,  we attribute  this result  primarily to the poor  economic
conditions  in Asia and we plan to continue  this  program  for the  foreseeable
future.

     In March 1999,  the Company  began a  five-month  test program with British
Airways,  which began  offering  SkyMall  catalogs on most of its  transatlantic
flights  originating from New York and Boston. On June 1, 1999, the Company will
begin  offering  a  European  catalog  on such  flights  which will be priced in
multiple currencies (US Dollars,  British Pound Sterling,  French Francs, German
Deutsche  Marks,  and the  Euro),  and will be printed  in  English,  German and
French.  The European  catalog will also be offered on certain flights of United
Airlines beginning June 1, 1999. Pending the results of these tests, the Company
may consider  expanding  the program to  additional  flights.  In  addition,  in
January 1999, the Company began testing a Spanish language order form on several
Continental  flights to Latin  America.  Beginning in April 1999, the order form
was expanded to include  worldwide  shipping rates,  toll-free phone numbers for
multi-lingual customer care centers, and other ordering information.

     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 in
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 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 more than one million
employees  of a number  of  blue-chip  organizations,  primarily  through  print
catalogs.  Competing in the highly  fragmented $23 billion  incentive  industry,
Durham  distinguishes  itself by providing  high-quality  products and excellent
customer  service  and  focuses its  marketing  efforts on large  organizations.
SkyMall  plans to provide  Durham's  clients  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.

     SkyMall has begun to further leverage its existing airline relationships by
offering them Durham's expanded logo merchandise and recognition  product lines.
In February  1999,  SkyMall and Durham  entered into an  agreement  with a third
party pursuant to which  Durham's logo  merchandise  and SkyMall's  products are
offered  at  United  Airline's  corporate  store at the  airline's  headquarters
outside  Chicago,  which serves  United's  employees and visitors.  In addition,
commencing in February 1999,  Durham began providing a logo merchandise  catalog
to United's 85,000 domestic employees.

     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. To the
extent the test results of these  programs prove  successful,  we may expand our
presence in these channels.


                                       12
<PAGE>

     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
we can private label an on-line store 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 on-line partners.

     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  on-line  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.  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 on-line shopping mall called MSN
Shopping,  MSNBC, The 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.  Gaining  additional  knowledge from
these  experiences,  the  Company  plans to  continue  to expand  its  affiliate
program.

RESULTS OF OPERATIONS - THREE MONTHS ENDED MARCH 31, 1999 AND 1998.

     CONSOLIDATED  REVENUE AND GROSS MARGIN.  Net merchandise sales increased to
$10.0  million for the three  months  ended March 31, 1999 from $9.2 million for
the same period in 1998, or 7.9%. Placement fees and other revenues decreased to
$3.2 million for the three months ended March 31, 1999 from $3.9 million for the
same period in 1998,  or 19.1%.  Gross margin  increased to $6.7 million for the
three months ended March 31, 1999 from $6.4 million for the same period in 1998,
or 4.7%.  Gross margin  percentage  increased to 50.6% of total revenues for the
three  months  ended March 31, 1999 from 48.3% for the same period in 1998.  The
decrease in placement  fees and other  revenues and the increase in gross margin
percentage  was  primarily  due to a  change  in  the  mix  of  agreements  with
merchants,  emphasizing more variable  compensation  associated with merchandise
sales versus fixed placement fees.

     CONSOLIDATED  OPERATING  EXPENSES.  Total operating  expenses  increased to
$10.2  million or 77.5% of total  revenues  for the three months ended March 31,
1999 from $6.4  million or 48.5% of total  revenues for the same period in 1998.
Catalog expenses  decreased to $2.5 million for the three months ended March 31,
1999 from $2.7 million for the same period in 1998, or 4.5%. The decrease is due


                                       13
<PAGE>

primarily  to a decrease  in the number of  catalogs  distributed  for the three
months ended March  31,1999  compared to the same period in 1998, as a result of
new  distribution  monitoring  procedures  implemented  by the Company.  Selling
expenses, which represent commissions paid to airline and marketing partners and
are generally  variable in nature,  decreased to 6.3% of total  revenues for the
three months ended March 31, 1999  compared to 6.6% for the same period in 1998.
Customer service and fulfillment expenses, which include a full-service customer
contact and order fulfillment  center,  increased to 14.8% of total revenues for
the three  months  ended March 31, 1999  compared to 8.3% for the same period in
1998.  This increase  resulted  from the addition of management  and call center
personnel,  along with outsourcing  solutions and other expenditures designed to
improve the  Company's  customer  service  levels.  General  and  administrative
expenses  increased  to $4.9  million for the three  months ended March 31, 1999
from $1.8 million for the same period in 1998.  The increase is primarily due to
the  addition  of  personnel,   expanded   marketing   efforts,   infrastructure
investments relating to the Company's business initiatives and expenses incurred
by Durham & Company  which was  acquired  in the  fourth  quarter  of 1998.  The
increase in personnel includes key management, technology, marketing and support
personnel   totaling  $1.5  million.   Marketing   efforts  and   infrastructure
investments increased $662,000 and relate to marketing promotions and technology
investments.  Durham & Company incurred expenses totaling $346,000.  The balance
of approximately $592,000 related to other increases in operational expenses.

     CONSOLIDATED  LOSS FROM  OPERATIONS.  Loss from operations was $3.5 million
for the three  months  ended March 31,  1999 as a result of the items  discussed
above, compared to a loss of $32,000 for the same period in 1998.

     CONSOLIDATED  INCOME  TAXES.  Income tax benefit  was $1.3  million for the
three months ended March 31, 1999, compared to income tax expense of $49,000 for
the same period in 1998.  The current  year loss  provides  the Company with the
ability to recover taxes paid in prior years.

LIQUIDITY AND CAPITAL RESOURCES

     Cash used in  operating  activities  was $4.6  million for the three months
ended March 31, 1999  compared to $1.8 million for the same period in 1998.  The
increase  in cash used in  operating  activities  compared to the same period in
1998 resulted  primarily  from the net loss incurred as a result of the increase
in operating expenses described above.

     Cash used in investing  activities  was $686,000 for the three months ended
March 31, 1999  compared to $259,000  for the same period in 1998.  Cash used in
investing activities for both periods relates to purchases of telecommunications
and computer equipment and software,  building  improvements,  and furniture and
fixtures.

     Cash provided by financing activities was $1.0 million for the three months
ended  March 31, 1999  compared to cash used of $152,000  for the same period in
1998.  Cash provided by financing  activities in 1999 resulted from the exercise
of warrants and options by others to purchase the Company's  common stock.  Cash
used in  financing  activities  for the same  period in 1998  resulted  from the
repurchase  of 27,000  shares of the  Company's  common  stock and  payments  on
capital lease obligations.

WORKING CAPITAL AND NEGATIVE PROFITABILITY TRENDS

     The Company  plans to spend  substantial  additional  resources  in 1999 in
connection  with its  electronic  commerce  and other  growth  initiatives.  The
Company  anticipates  that  such  expenditures  will  approximate  $27  million,
including  approximately $7 million in capital expenditures,  and plans to spend
such funds on a number of activities, including improving the Company's Web user
interface, improving the speed, stability and functionality of the Company's Web
site, implementing marketing and public relations initiatives to raise awareness
of the SkyMall  brand name,  securing  additional  content for the Company's Web
site,  improving the  selection and variety of products  offered by the Company,
and recruiting and hiring additional personnel, particularly technology managers
and developers.  Although the Company has been  profitable in recent years,  the


                                       14
<PAGE>

Company expects that the significant  investment  spending it plans to undertake
in 1999 will  cause it to incur  losses  in 1999 in the  range of  approximately
$1.00 to $1.20 per share.

     At March 31,  1999,  the Company had net working  capital of $2.1  million,
which  included cash and cash  equivalents  of $3.6 million.  Additionally,  the
Company  maintains a reducing  revolving line of credit at a bank with a maximum
available line of $3.0 million.  As of March 31, 1999, the entire balance of the
revolving line of credit was unused.  Existing  working capital and credit lines
are  insufficient to permit the Company to fully implement its business plan and
growth  strategy.  Management  plans to finance  its working  capital  needs and
capital  expenditures  through  a  combination  of funds  from  operations,  the
existing  bank line of credit,  and by  securing  additional  capital  resources
through the  issuance of debt or equity  securities.  There can be no  assurance
that the Company will be able to secure  additional  capital to meet its working
capital  needs or to secure such capital on terms  favorable  to the Company.  A
failure to secure such capital may be detrimental to the Company and cause it to
reduce or eliminate its growth initiatives.  See also,  "ADDITIONAL FACTORS THAT
MAY AFFECT FUTURE RESULTS."

ADDITIONAL FACTORS THAT MAY AFFECT FUTURE RESULTS

     In addition to other information in this Quarterly Report on Form 10-Q, the
following  important  factors  should be carefully  considered in evaluating the
Company and its  business  because  such factors  currently  have a  significant
impact or may have a significant  impact on the Company's  business,  prospects,
financial condition and results of operations.

     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. We estimate that we will incur losses of approximately $1.00
- - $1.20 per share in 1999.  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.  Our  current  working
capital, along with 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,  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.


                                       15
<PAGE>

     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
over the  Internet  is a new and  rapidly  evolving  market.  Our future  growth
strategy  is  partially  dependent  upon the  widespread  acceptance  and use of
on-line 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  on-line
customer base, we will need to attract  purchasers who have historically  relied
upon  traditional  venues for making their retail  purchases.  If use of on-line
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 their  customers
through a competitor.  Various  international  airlines  also offer  merchandise
catalogs to their passengers through our competitors. In addition, in July 1999,
TWA, a former SkyMall partner,  will begin 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 on-line  marketing  cannot be currently  determined,  and further
penetration  in  this  market  will  require  substantial  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


                                       16
<PAGE>

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.  Although our gross
margin levels on sales of our products have increased in recent years, we may be
unable to further  increase or maintain our gross margins at historical  levels,
particularly for our electronic commerce initiatives.  As competition in on-line
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.

     WE FACE RISKS  ASSOCIATED WITH ON-LINE  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.


                                       17
<PAGE>

     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  electronic
commerce sites typically feature over 3,500 products and services from more than
100 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 May 11,
1999, Mr. Worsley and his wife (the  "Worsleys")  beneficially  owned  4,577,416
shares, or approximately 51% of our outstanding  Common Stock. As a result,  the
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 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.  Although  Internet  sales
represent  only a small portion of our  business,  the price of our Common Stock
may nonetheless be impacted by these or other trends.


                                       18
<PAGE>

WE FACE RISKS ASSOCIATED WITH THE YEAR 2000

     BACKGROUND. 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 the dates of September 9, 1999 or February 29, 2000.  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.

     OUR STATE OF  READINESS.  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  servers,  both of
which  are  designed  and  represented  to  meet  Year  2000  Issue   functional
requirements.  We are in the process of testing  these  systems to confirm  that
they are Year 2000 compliant.

     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.

     COSTS.  The financial  and resource  demands of our Year 2000 Issue project
are  estimated  to total  less than  $100,000.  Much of this  amount  represents
existing  resources which will be used to survey third parties,  review internal
and external systems  environments,  analyze  potential impacts and document our
efforts.

     RISKS.  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.
We do not  currently  have  enough data to make an  accurate  assessment  of the
potential impact of a material failure of our vendors to be adequately  prepared
for the Year 2000 Issue.

     CONTINGENCY  PLANS. We have not yet developed formal  contingency  plans to
address the possibility that our critical  systems,  as well as those of our key
business partners on which we rely, will experience significant  interruption as
a result of the Year 2000 Issue. We will develop contingency plans in the coming
months if such plans are deemed  necessary  after a more thorough  evaluation of
all of our mission critical systems and the results of our review of the systems
of our third-party providers.

     UNCERTAINTY.  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.

RECENTLY ISSUED ACCOUNTING STANDARDS

     In June 1998, the Financial  Accounting Standards Board issued Statement of
Financial  Accounting  Standards No. 133, Accounting for Derivative  Instruments
and Hedging  Activities.  The  Statement  establishes  accounting  and reporting
standards  requiring  that  every  derivative   instrument   (including  certain
derivative  instruments  embedded in other contracts) be recorded in the balance


                                       19
<PAGE>

sheet as either an asset or liability  measured at its fair value. The Statement
requires that changes in the derivative's fair value be recognized  currently in
earnings unless specific hedge accounting  criteria are met. Special  accounting
for qualifying  hedges allows a derivative's  gains and losses to offset related
results on the hedged item in the income statement,  and requires that a company
must formally document,  designate, and assess the effectiveness of transactions
that receive hedge accounting.

     Statement 133 is effective for fiscal years  beginning after June 15, 1999.
A company may also  implement  the  Statement as of the  beginning of any fiscal
quarter after  issuance  (that is, fiscal  quarters  beginning June 16, 1998 and
thereafter).  Statement 133 cannot be applied retroactively.  Statement 133 must
be applied to (a) derivative  instruments and (b) certain derivative instruments
embedded  in hybrid  contracts  that were  issued,  acquired,  or  substantively
modified after December 31, 1997 (and, at the company's election, before January
1, 1998).  Application of the Statement's requirements is not expected to have a
material impact on the Company's financial position,  results of operations,  or
earnings per share data as currently reported.

     In  January  1999,  the  Company   adopted   Statement  of  Position  98-1,
"ACCOUNTING  FOR THE  COSTS OF  COMPUTER  SOFTWARE  DEVELOPED  OR  OBTAINED  FOR
INTERNAL USE." This Statement of Position (SOP) provides  guidance on accounting
for the costs of computer  software  developed or obtained for internal use. The
statement   identifies  the  characteristics  of  internal-use   software,   the
capitalization  criteria and the amortization  method. SOP 98-1 is effective for
fiscal years  beginning  after  December 15, 1998.  Under SOP 98-1,  the Company
capitalized costs of $190,000 during the three months ended March 31, 1999.

     In January 1999, the Company adopted Statement of Position 98-5, "REPORTING
ON THE  COSTS  OF  START-UP  ACTIVITIES."  This  SOP  provides  guidance  on the
financial  reporting of start-up costs and organization  costs. The SOP requires
costs of start-up  activities and organization costs to be expensed as incurred.
SOP 98-5 is  effective  for fiscal  years  beginning  after  December  15, 1998.
Application  of SOP  98-5  did  not  have a  material  impact  on the  Company's
financial condition, results of operations or earnings per share data.

SEGMENT DISCLOSURE

     During the fourth quarter of 1998, the Company  acquired  Durham & Company,
and in January  1999,  the  Company  formed  SKYMALL.COM,  INC.  to operate  its
Internet  e-commerce  Web site.  The Durham  acquisition  and the  formation  of
SKYMALL.COM  created  three  reportable  segments  as required  under  Financial
Accounting  Standards  Board SFAS No.  131,  "DISCLOSURES  ABOUT  SEGMENTS OF AN
ENTERPRISE AND RELATED INFORMATION." Operating segment information pertaining to
revenues,  gross margins,  operating  revenues over expenses  before general and
administrative  expenses,  general  and  administrative  expenses,  identifiable
assets and  depreciation  is  provided  in the Notes to  Condensed  Consolidated
Financial Statements filed herewith.

ITEM 3.  QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK.

     Not applicable.


                                       20
<PAGE>

                           PART II: OTHER INFORMATION


ITEM 1.  LEGAL PROCEEDINGS.

     The  Company is  involved in legal  actions in the  ordinary  course of its
business.  Although the outcomes of any such legal actions  cannot be predicted,
in the  opinion  of  management,  there is no such legal  proceeding  pending or
asserted against or involving the Company the outcome of which is likely to have
a material adverse effect upon the consolidated financial position or results of
operations of the Company.

     On May 13, 1998,  Kathy Jordan,  a purchaser of products  through a SkyMall
catalog in March 1998, filed an action in the District Court of Cherokee County,
Oklahoma, styled as Kathy Jordan, Plaintiff v. SkyMall, Inc. a corporation,  and
John Doe(s),  et al.,  Defendants,  which is designated  as Case No.  CJ-98-208.
Plaintiff alleges that SkyMall  improperly  collected from her certain state and
local taxes relating to her purchase.  Plaintiff brought the action on behalf of
herself  and a class of persons in the United  States  similarly  situated.  She
alleges causes of action for unjust enrichment,  fraud, breach of contract,  and
declaratory judgement,  and seeks return of allegedly unlawful revenue collected
with interest,  an injunction against collecting taxes improperly,  compensatory
and punitive  damages,  and attorneys' fees and costs.  The Company believes Ms.
Jordan's claims are substantially without merit and intends to vigorously defend
this action.

     On January 29, 1999, a securities  class action complaint was filed against
SkyMall and Robert Worsley, the Company's Chief Executive Officer,  Chairman and
principal  shareholder,  in  connection  with  certain  disclosures  made by the
Company in December 1998 relating to its Internet sales. The complaint was filed
in  the  United  States   District   Court,   District  of  Arizona,   Case  No.
CIV-99-0166-PHX-ROS. The complaint alleges unlawful manipulation of the price of
the Company's stock and insider selling during the period from December 28, 1998
through December 30, 1998. The complaint seeks  unspecified  damages for alleged
violations of federal  securities  laws.  SkyMall  believes that the allegations
against  it and Mr.  Worsley  are  substantially  without  merit and  intends to
vigorously defend the lawsuit.

ITEM 2.  CHANGES IN SECURITIES AND USE OF PROCEEDS.

     In October 1996,  the Company issued  180,000  warrants to purchase  Common
Stock of the Company to preferred  shareholders  in a private  placement,  at an
exercise price of $8.00 per share (the "Pre-IPO  Warrants").  As of December 31,
1998,  20,400 of the  Pre-IPO  Warrants  had been  exercised,  resulting  in net
proceeds to the Company for fiscal 1998 of  $163,200.  In  addition,  during the
first  quarter of the 1999 fiscal  year,  129,900 of the Pre-IPO  Warrants  were
exercised,  resulting  in net proceeds to the Company of  $1,039,200.  Total net
proceeds  from the  exercise  of the  Pre-IPO  Warrants as of March 31, 1999 was
$1,202,400.  All of such proceeds are designated for general corporate purposes.
The shares issued upon exercise of the Pre-IPO  Warrants were issued in reliance
upon the exemption provided under Section 4(2) of the Securities Act of 1933 and
Regulation D thereunder.

     In December 1996, the Company  issued 200,000  Warrants to purchase  Common
Stock of the  Company  to the  underwriters  in the  Company's  Offering,  at an
exercise price of $9.60 per share (the "Underwriter  Warrants").  As of December
31,  1998,  160,000 of the  Underwriter  Warrants  were  exercised  by  cashless
exercise.  In addition, in January 1999, the remaining 40,000 of the Underwriter
Warrants were  exercised by cashless  exercise.  The Company did not receive any
proceeds  as a result of these  warrant  exercises.  The shares were issued upon
exercise of the Underwriter Warrants in reliance on the exemption provided under
Section 4(2) of the Securities Act of 1933 and Regulation D thereunder.


                                       21
<PAGE>

ITEM 3.  DEFAULTS UPON SENIOR SECURITIES

     Not applicable.

ITEM 4.  SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS

     Not applicable.

ITEM 5.  OTHER INFORMATION

     Not applicable.

ITEM 6.  EXHIBITS AND REPORTS ON FORM 8-K

     (A) EXHIBITS.

         The following exhibits are included herein:

         EXHIBIT
         NUMBER                         DESCRIPTION

          10.1    Employment Agreement between the Company and Thomas C. Edwards
          10.2    Employment Agreement between the Company and Curtis D. Brown
          27      Financial Data Schedule

     (B)  REPORTS ON FORM 8-K.

          No reports on Form 8-K  were filed  during the  quarter for which this
Report is filed.


                                       22
<PAGE>

                                   SIGNATURES


     Pursuant to the  requirements  of the Securities  Exchange Act of 1934, the
Registrant  has duly  caused  this  Report  to be  signed  on its  behalf by the
undersigned thereunto duly authorized.

                                          SKYMALL, INC.


Date:    May 14, 1999                     By:  /s/ ROBERT M. WORSLEY 
                                              ---------------------------------
                                              Robert M. Worsley
                                              Chairman of the Board, President
                                              (Chief Executive Officer)


Date:    May 14, 1999                     By:  /s/ STEPHEN R. PETERSON
                                              ---------------------------------
                                              Stephen R. Peterson
                                              Chief Financial Officer
                                              (Principal Accounting Officer)



                                       23

                                                                    Exhibit 10.1

                              EMPLOYMENT AGREEMENT


THIS AGREEMENT is made  effective this 5th day of January,  1999, by and between
SkyMall,   Inc.,  a  Nevada   corporation   ("Employer"),   and  Thomas  Edwards
("Employee"):

                                    RECITALS

     A.   Employer wishes to retain the services of Employee;

     B.   Employee wishes to be employed by Employer as Chief Marketing  Officer
          for Employer's subsidiary, Skymall.com, Inc.; and

     C.   Employer  and  Employee  wish  to  memorialize   the  terms  of  their
          agreement.

                                    AGREEMENT

     In consideration of Employer's employment of Employee,  the compensation to
be paid to Employee, and the mutual covenants and promises contained herein, the
parties agree as follows:

     1.  EMPLOYMENT.  Employer shall employ Employee as Chief Marketing  Officer
for Skymall.com,  inc., and reporting  directly to the CEO of the parent company
SkyMall Inc.  Employee  shall accept such  employment  and agrees to perform his
duties and responsibilities in accordance with the terms and conditions herein.

     2. TERM.  The term of the employment of Employee by Employer shall be for a
period of three years,  commencing on January 5, 1999,  and ending on January 5,
2002,  unless  sooner  terminated  in  accordance  with  paragraph  17  of  this
Agreement.  The  employment  of Employee  may be renewed by a written  agreement
signed by the Employee and Employer  specifically renewing Employee's employment
and  specifying a renewal term.  Neither the Employee nor Employer will have any
obligation to renew the employment.

     3. EMPLOYEE'S  OBLIGATIONS  AND DUTIES.  During the term of his employment,
Employee  shall  devote  his full time and  efforts to the  business  affairs of
Employer  provided,  however,  the foregoing shall not prevent the employee from
pursuing other  activities  outside his employment with employer so long as such
activities  do not  interfere  with  his  performance  with his  duties  and the
employee  keeps the CEO informed of his  activities.  Employee shall perform and
discharge in a diligent and professional manner such duties and responsibilities
as may be prescribed from time to time by Employer. Employee agrees to adhere to
all of Employer's rules,  policies, and procedures as may be in effect from time
to time, including but not limited to Employer's policy requiring pre-employment
and routine  random drug  screening,  and any policies  contained in  Employer's
employee  guidebooks.  Employer may amend,  revise,  or  discontinue  any of its
rules,  policies,  and procedures as Employer deems necessary or desirable.  The
terms of Employer's rules,  policies,  procedures and employee guidebooks do not
create any contractual rights in favor of Employee.


<PAGE>

     4. BOARD OF  DIRECTORS.  Employer  shall cause  Employee to be  immediately
appointed to the Board of Directors of Skymall.com, Inc.

     5. ANNUAL BASE SALARY.  During the term of Employee's employment under this
Agreement,  Employer  shall pay  Employee  an annual base salary of a minimum of
$250,000.00.  From time to time, or in connection with performance  evaluations,
Employer  may increase the amount of this base  salary.  All  compensation  paid
pursuant to this  paragraph  shall accrue and be payable in accordance  with the
payroll practices of Employer as may be in effect from time to time.  Employer's
current payroll practices provide for bi-weekly payment of wages.

     6. SIGNING BONUS. On the first  regularly  occurring pay day after Employee
commences his employment,  Employer shall pay Employee a one-time  signing bonus
in the amount of $100,000.00.

     7. INCENTIVE  BONUS.  During the term of Employee's  employment  under this
Agreement,  Employee will be eligible to  participate  in  Employee's  incentive
compensation  plan  that  will  allow  Employee  to earn a cash  bonus  of up to
seventy-five  percent (75%) of his annual base salary, with a guaranteed minimum
bonus of $150,000.00 annually.

     8. STOCK OPTIONS. Employee shall be eligible to receive options to purchase
75,000  shares of stock of  SkyMall,  Inc.  at the  market  price on the date of
acceptance of this  agreement.  One-third of such options  shall be  immediately
vested,  and the remaining  two-thirds  shall vest as follows:  one-third on the
first  anniversary  of the date of this  agreement  and  one-third on the second
anniversary of this agreement.  On the ninetieth day following the acceptance of
your employment and to the extent that the stock price of SkyMall's common stock
is less than the exercise price of the option granted to you on your start date,
the  Board  will  consider  granting  additional  options  to  you to  give  the
equivalent  economic  benefit of the options  granted to you on your start date.
Employee  shall be eligible for  additional  option  grants in  accordance  with
Employer's  policies  as may be in  effect  during  the term of this  Agreement.
Employee  shall be  entitled  to retain any  options  granted  pursuant  to this
Agreement,  vesting  will be  accelerated  to 100%  upon  change in  control  in
accordance  with  the  terms  of  any  applicable  option  agreement,   even  if
Skymall.com, Inc. is no longer owned by Employer. All options granted under this
agreement shall become fully vested upon a change in control of SkyMall Inc.

     9. COMPENSATION BY RIPTIDE.  During the term of Employee's employment under
this Agreement, Employer acknowledges that Riptide has agreed to pay Employee an
additional  $200,000.00  each year for three  years,  to be  pro-rated  and paid
concurrently  with the pay periods of  Employer.  If Riptide  fails to make such
payments to Employee for any reason  whatsoever,  Employer shall  guarantee such
payments and make such payments itself.

     10. PERSONAL PAID TIME OFF.  Employee shall be entitled to 24 personal paid
time off days per year  (accrued at the rate of 7.38 hours per pay period).  Any
unused days shall be  forfeited,  and no payment shall be made in lieu of taking
time off.

     11.  401(K).  After 90 days of  employment,  Employee  shall be eligible to
participate in Employer's 401(k) Plan that is currently offered through Fidelity


                                       2
<PAGE>

Investments. Employer shall match fifty percent (50%) of Employee's contribution
to the 401(k) Plan (up to 6% of  Employee's  annual base  salary) in  accordance
with the terms of the Plan documents.

     12. EMPLOYEE BENEFITS.  During the term of Employee's employment under this
Agreement,   Employee  shall  be  eligible  for  medical  and  dental  insurance
(beginning  on the first day of the month  after one full month of  employment),
short and long-term disability  insurance and life insurance,  all in accordance
with the standard  benefits  policies and procedures  applicable to employees of
Employer during the term of this Agreement.

     13.  EXPENSES.   During  the  term  of  Employee's  employment  under  this
Agreement,  Employer shall reimburse  Employee for all reasonable  travel (it is
expressly understood that it shall be reasonable to purchase First Class tickets
for air travel) and other expenses  incurred by Employee in connection  with the
performance by Employee of his duties and responsibilities hereunder, subject to
Employee's  submission  of receipts for the  expenses,  and in  accordance  with
Employer's standard policies as may be in effect from time to time.

     14. RELOCATION  REIMBURSEMENT.  Employee shall be entitled to reimbursement
for reasonable  travel expenses  associated with up to three visits during which
he and his spouse  locate a home in  Arizona,  and  reasonable  moving  expenses
associated   with  Employee's   relocation  from  California  to  Arizona.   The
reimbursement  shall be  grossed  up for tax  purposes  and  shall  include  the
following  items that are  actually  paid for by Employee  and  documented  with
applicable receipts:  closing costs on the sale of Employee's home in California
and  purchase  of a home in Arizona;  packing,  loading  and  transportation  of
household  goods and four cars;  air fare for spouse,  two children and nanny or
mileage (at 32 cents per mile) if cars are driven from  California to Arizona by
Employee or his spouse;  the cost of up to two rental cars while Employee's cars
are being  moved;  and other  reasonable,  incidental  interim  moving or living
expenses not to exceed ninety days from the date of  employment.  Employer shall
not purchase Employee's current home.

     15.  WITHHOLDING OF TAXES.  Employer may withhold from any  compensation or
benefits  payable to Employee under this Agreement all federal,  state and local
taxes as may be required to be withheld by law, regulation or ruling.

     16.  PERFORMANCE  REVIEWS.  Employer  shall  provide  Employee  with annual
performance  reviews  in a manner  deemed  reasonable  by  Employer  in its sole
discretion.

     17. TERMINATION.  Employee's employment is at will and may be terminated at
any time, by either party, with or without cause, by providing written notice to
the other.

          a.   BY EMPLOYEE.  If Employee's  employment is terminated by Employee
for any reason, or for no reason,  Employer shall have no further  obligation or
liability other than: (i) to provide  Employee his pro-rated  annual base salary
through the last date Employee  performs work for Employer;  and (ii) to provide
Employee continuing benefits as required under COBRA or other applicable law.


                                       3
<PAGE>

          b.   BY EMPLOYER.  If Employee's  employment is terminated by Employer
for any reason,  then Employer  shall,  through January 5, 2002: (i) continue to
guarantee  and pay to  Employee  the annual  base  salary of  $250,000.00;  (ii)
continue  to  guarantee  the annual  compensation  of  $200,000.00  promised  by
Riptide;  and (iii) continue to pay to Employee the guaranteed  minimum bonus of
$150,000.00 annually through January 2002. Additionally, the stock options to be
awarded  hereunder  shall  continue to vest,  and Employee  shall be eligible to
purchase  additional options that would normally be made available to executives
at his level.

     18.  CONFIDENTIALITY.

          a.   CONFIDENTIAL  MATERIAL. In the course of Employee's employment by
Employer,  Employee  will be given  access to and become  acquainted  with trade
secrets and various other  proprietary or confidential  technical and commercial
information,  including,  but  not  limited  to,  the  following:  (i)  business
strategies,  pricing,  marketing  and  cost  data;  (ii)  technical  information
regarding  Employer's  products  and  services;   (iii)  confidential   customer
information;  (iv)  customer and supplier  lists;  (v) contents of contracts and
agreements  with partners,  merchants,  customers and  suppliers;  (vi) customer
requirements  and   specifications;   and  (vii)  e-commerce   designs,   plans,
development  techniques  and  other  products  or  processes,   whether  or  not
copyrighted  by  Employer.  All items  described in the  foregoing  sentence are
defined herein as "Confidential  Material."  Employee further  acknowledges that
the Confidential Material has been developed or acquired by the Employer through
expenditure of substantial  time,  effort and money,  and that the  Confidential
Material provides Employer with an advantage over competitors.

          b.   NON-DISCLOSURE   AGREEMENT.   In  consideration   for  access  to
Confidential Material, Employee agrees that during his employment and continuing
for five years thereafter,  he shall not directly or indirectly  disclose or use
for any reason whatsoever any Confidential Material obtained by him by reason of
his  employment  with  Employer,  except as required to conduct the  business of
Employer  or as  authorized  by  express  written  permission  of the  Board  of
Directors of Employer or as otherwise required by law.

          c.   OWNERSHIP  OF  DATA.  Employee  confirms  that  all  Confidential
Material and all  documents  reflecting  such  information  remain the exclusive
property of Employer. All business records,  papers, documents or other data, in
whatever  form,  kept or made by Employee  relating to the business of Employer,
shall be and shall remain the property of Employer during the term of Employee's
employment and at all times thereafter. Employee will grant and hereby grants to
Employer the sole and exclusive  ownership of (including  the sole and exclusive
right to  reproduce,  use or  disclose  for any  purpose)  any and all  reports,
drawings, data, programs,  plans, writings or other information made or prepared
by Employee alone or with others during the term of his  employment  that relate
to his employment or Employer's business.

          d.   REMEDIES.  Employee  hereby  agrees  that  damages  and any other
remedy  available  at law would be  inadequate  to redress or remedy any loss or
damage suffered by Employer upon any breach of the terms of this paragraph 18 by
Employee, and Employee therefore agrees that Employer, in addition to recovering


                                       4
<PAGE>

on any claim for damages or obtaining  any other remedy  available at law,  also
may  enforce  the  terms  of  this   paragraph  18  by  injunction  or  specific
performance,  and may obtain any other  appropriate  remedy available in equity.
Employee  further  acknowledges  and agrees that  Employer  shall be entitled to
recover  attorneys' fees and costs associated with enforcement of this paragraph
18.

     19. NON-COMPETE AGREEMENT.

          a.   HIGHLY-COMPETITIVE  MARKET. Employee acknowledges and agrees that
Employer's products and services are sold and performed in a  highly-competitive
market.  Employee acknowledges that the services he may render to Employer,  the
information  exchanged  between all parties in connection  with rendering  those
services, and Employer's relationships with customers, airlines,  transportation
companies,  catalog  retailers,  vendors,  banks,  accountants,  and  any  other
Employer program participants, business partners or similar parties, are each of
a unique  and  valuable  character.  Employee  acknowledges  that the market for
Employer's products and services is national and international in scope.

          b.   LIMITATION OF ACTIVITIES.  Employee  agrees that, for a period of
two (2) years after the  termination of this agreement or the date employer last
makes a payment to employee under this  Agreement,  he shall not engage in, plan
for, organize, work for, or assist, directly or indirectly, any business that is
competitive,  directly or  indirectly,  with  Employer's  business,  nor solicit
participants  in or  customers of the  Employer's  program,  nor use  Employee's
knowledge of Employer or its business in any manner that competes with Employer.
As used in this paragraph 19, the term Employer includes  SkyMall,  Inc. and any
of  its  affiliates  or  subsidiaries.   The  foregoing  restrictions  shall  be
understood   to  prohibit   Employee   from   participating   in  the  following
non-exclusive list of activities:

               (i)  Provide  services  as  an  employee,  director,  consultant,
agent,  or  representative  to any company or other entity that is  competitive,
directly or indirectly,  with Employer's  plans and initiatives for the Internet
or interactive shopping.

               (ii) Provide  services  as  an  employee,  director,  consultant,
agent,  or  representative  to any  catalog  company  or  other  entity  that is
competitive,  directly or indirectly, with Employer or its products and services
or entities in which SkyMall has an equity interest.

               (iii) Directly  or   indirectly   solicit   Employer's   vendors,
customers,  employees,  business  partners  or  similar  third  parties  for any
activity that is directly or indirectly competitive with Employer.

               (iv) Participate  in, be employed in any  capacity  by,  serve as
director,  consultant,  agent  or  representative  for,  or have  any  interest,
directly  or  indirectly,  in any  entity or  enterprise  which is  engaged in a
business directly or indirectly competitive to Employer, or which is competitive
to any products and services being actively  developed by Employer with the bona
fide intent to market same.  Without  limiting the  generality of the foregoing,


                                       5
<PAGE>

Employee  agrees that it shall be a violation of this  Agreement for Employee to
participate  in, be employed in any capacity by, serve as director,  consultant,
agent or representative  for, or have any interest,  directly or indirectly,  in
the following companies or any of their affiliates:  Genesis Direct, Cornerstone
Group, CUC International, Inc., Hanover and Cinmar Group.

               (v)  Own,   either  directly  or  indirectly  or  through  or  in
conjunction  with one or more  members of his family or his  spouse's  family or
through any trust or other contractual arrangement,  a greater than five percent
(5%)  interest in, or  otherwise  control  either  directly or  indirectly,  any
partnership,  corporation,  or other entity which has products and services that
are  competitive  to any  products  and  services  being  developed or otherwise
offered by Employer or being  actively  developed  by Employer  with a bona fide
intent to market same.

          c.   REMEDIES.  Employee  hereby  agrees  that  damages  and any other
remedy  available  at law would be  inadequate  to redress or remedy any loss or
damage suffered by Employer upon any breach of the terms of this paragraph 19 by
Employee, and Employee therefore agrees that Employer, in addition to recovering
on any claim for damages or obtaining  any other remedy  available at law,  also
may  enforce  the  terms  of  this   paragraph  19  by  injunction  or  specific
performance,  and may obtain any other  appropriate  remedy available in equity.
Employee  further  acknowledges  and agrees that  Employer  shall be entitled to
recover  attorneys' fees and costs associated with enforcement of this paragraph
19.

     If any provision of this paragraph 19 is deemed,  as a matter of law, to be
unreasonable as to time, area, or scope by any court, then such court shall have
authority to modify this  paragraph as to time,  area or scope,  but only to the
limited extent necessary to make this paragraph reasonable and enforceable.

     20.  EMPLOYEE'S  REPRESENTATIONS  AND WARRANTIES.  Employee  represents and
warrants  that he is  currently  a member  of the  Boards  of  Directors  of the
following  entities,  and no others:  Riptide,  Gravity,  City  Meals.  Employee
represents  and  warrants  that  this  Agreement  does not  violate  the  terms,
conditions or provisions of any employment relationship with any prior employer.

Employee shall not accept any  appointments to serve on any other Boards without
prior written approval of Employer.

     21. RETURN OF MATERIALS.  Employee shall return to Employer promptly at its
request all  materials  furnished  to Employee  by  Employer  and all  materials
prepared by Employee that contain Confidential Material together with all copies
thereof.

     22.  NOTICES.  Any  notice or other  communication  required  or  permitted
hereunder  shall be sufficient  if given in writing and delivered  personally or
mailed by  registered  or certified  mail,  return  receipt  requested,  postage
prepaid and addressed to the parties at the addresses listed below. Either party
may designate a different address by notice so given.


                                       6
<PAGE>

                      Employer:  Christine Aguilera
                                 General Counsel
                                 SkyMall, Inc.
                                 1520 East Pima Street
                                 Phoenix, Arizona  85034

                      Employee:  Tom Edwards
                                 11 Ashdown Place
                                 Half Moon Bay, CA  94404

     23.  GOVERNING  LAW AND  CHOICE OF  FORUM.  The  validity,  interpretation,
construction  and performance of this Agreement shall be governed by the laws of
the State of Arizona  without  regard to its  conflicts of law  principles.  The
parties  agree  that any legal  suit,  action or  proceeding  arising  out of or
related to this  Agreement  shall be  instituted  in a state or federal court of
competent  jurisdiction located in Maricopa County,  Arizona. The parties accept
the exclusive  jurisdiction of the aforesaid courts, and irrevocably agree to be
bound by any judgment rendered by said courts in connection with this Agreement.

     24.  SEVERABILITY.  The invalidity or  unenforceability of any provision or
provisions of this Agreement shall not affect the validity or  enforceability of
any other  provision  of this  Agreement,  which shall  remain in full force and
effect.

     25. AMENDMENT.  This Agreement shall not be modified,  amended or rescinded
except by written instrument duly executed by Employee and Employer.

     26. COUNTERPARTS.  This Agreement may be executed in several  counterparts,
each of which shall be deemed to be an original but all of which  together  will
constitute one and the same instrument.

     27. CAPTIONS AND HEADINGS.  The captions and headings of this Agreement are
for  convenience  of reference  only and shall not be considered to be a part of
this Agreement,  affect the meaning or interpretation  of this Agreement,  or be
used in determining the intent of the parties.

     28.  SURVIVAL.  The  provisions of  paragraphs 18 and 19 of this  Agreement
shall remain in full force and effect  following the  termination  of Employee's
employment or the termination of this Agreement.

     29.  SUCCESSORS AND ASSIGNS.  This Agreement  shall inure to the benefit of
and be unforceable by Employer's successors and assigns, and is fully assignable
by Employer to any of Employer's current or future affiliates and subsidiaries.


                                       7
<PAGE>

     30. ENTIRE  AGREEMENT.  Except as stated herein,  this Agreement sets forth
the entire  understanding  of the  parties  hereto  with  respect to the subject
matter hereof.


SKYMALL, INC.,
A NEVADA CORPORATION


By: /s/ Robert M. Worsley                    Date:         1/5/99
    --------------------------------                -----------------------
    Robert M. Worsley
    Its:  President and CEO



/s/ Thomas C. Edwards                        Date:         1/5/99
- ------------------------------------                -----------------------
Thomas C. Edwards


                                       8


                                                                    Exhibit 10.2

                              EMPLOYMENT AGREEMENT


THIS AGREEMENT is made this 14th day of January,  1999, by and between  SkyMall,
Inc., a Nevada corporation ("Employer"), and Curtis D. Brown ("Employee"):

                                    RECITALS

     A.   Employer wishes to retain the services of Employee in order to utilize
Employee's skills, talents and abilities;

     B.   Employee wishes to be employed by Employer as Chief Technology Officer
of SkyMall.com, a wholly-owned subsidiary of Employer;

     C.   Employer  does not wish to  receive or utilize in any manner any trade
secrets or other confidential or proprietary information of another company that
Employee may have had access to by virtue of his prior employment;

     D.   Employee  understands that he must not provide Employer with any trade
secrets or other confidential or proprietary information of another company that
Employee may have had access to by virtue of his prior employment; and

     E.   Employer  and  Employee  wish  to  memorialize   the  terms  of  their
agreement.

                                    AGREEMENT

     In consideration of Employer's employment of Employee,  the compensation to
be paid to Employee, and the mutual covenants and promises contained herein, the
parties agree as follows:

     1.   EMPLOYMENT. Employer shall employ Employee as Chief Technology Officer
of SkyMall.com,  and Employee shall accept such employment and agrees to perform
his duties and  responsibilities  in  accordance  with the terms and  conditions
herein.

     2.   TERM.  The term of the employment of Employee by Employer shall be for
a period of three years, commencing on February 16, 1999, and ending on February
16, 2002,  unless  sooner  terminated in  accordance  with  paragraph 14 of this
Agreement.  The  employment  of Employee  may be renewed by a written  agreement
signed by Employee and Employer  specifically renewing Employee's employment and
specifying a renewal  term.  Neither the  Employee  nor  Employer  will have any
obligation to renew the employment.

     3.   EMPLOYEE'S  OBLIGATIONS AND DUTIES. During the term of his employment,
and except  during  vacation  periods and  reasonable  periods of absence due to
sickness,  personal  injury or other approved  leave of absence,  Employee shall
devote his full time and efforts  during normal  business  hours to the business

<PAGE>

affairs of  Employer.  Employee  shall  perform and  discharge in a diligent and
professional  manner such duties and  responsibilities as may be prescribed from
time to time by Employer.  Notwithstanding the foregoing,  Employee shall report
only to the Chief Information  Officer of Employer or, in the event the position
of  President  of  SkyMall.com  is  created,  to the  person  appointed  to such
position.  Employee agrees to adhere to all of Employer's rules,  policies,  and
procedures  as may be in effect from time to time,  including but not limited to
Employer's  policy requiring  pre-employment  and routine random drug screening,
and any  policies  contained in  Employer's  employee  guidebooks.  Employer may
amend,  revise,  or discontinue  any of its rules,  policies,  and procedures as
Employer deems necessary or desirable.  The terms of Employer's rules, policies,
procedures and employee guidebooks do not create any contractual rights in favor
of Employee. Employer has provided to Employee copies of the Employer's employee
guidebooks that are in effect as of the date hereof.

     4.   ANNUAL BASE SALARY.  During the term of  Employee's  employment  under
this  Agreement,  Employer shall pay Employee an annual base salary of a minimum
of  $250,000.00  (said amount,  together with any increases  thereto as shall be
determined  at  least  annually  within  one  week  of the  performance  reviews
contemplated by paragraph 13 hereof, being hereinafter referred to as "Salary").
Any  Salary  paid  pursuant  to this  paragraph  shall  accrue and be payable in
accordance with the payroll  practices of Employer as may be in effect from time
to time.

     5.   SIGNING BONUS. In consideration for his employment,  Employee shall be
paid a one-time  signing bonus in the amount of $100,000.00  (absent  applicable
taxes and  withholding),  which  shall be  distributed  to  Employee as follows:
one-quarter  of said signing  bonus  ($25,000.00,  absent  applicable  taxes and
withholding)  shall be paid to Employee on February 16,  1999;  one-half of said
signing bonus  ($50,000.00,  absent  applicable taxes and withholding)  shall be
paid  to  Employee  on July 1,  1999;  and  one-quarter  of said  signing  bonus
($25,000.00,  absent applicable taxes and withholding) shall be paid to Employee
on October 1, 1999.  In the event  Employee  is not still  employed  by Employer
through  and until July 1, 1999,  Employee is  obligated  and agrees to repay to
Employer the  one-quarter of the signing bonus  ($25,000.00,  absent  applicable
taxes and withholding), that Employee received on February 16, 1999.

     6.   INCENTIVE BONUS.  During the term of Employee's  employment under this
Agreement,  Employee will be eligible to  participate  in  Employer's  incentive
compensation  plan (a current copy of which has been provided to Employee)  that
will allow Employee to receive,  subject to Board approval,  (i) a cash bonus of
up to  seventy-five  percent (75%) of his Salary (the "Cash Bonus") based on the
financial  performance  of Employer  and other  criteria as may be in good faith
agreed to and determined by the Board of Directors of Employer and Employee from
time to time; and (ii)  additional  awards of stock options based on the formula
provided in the above- referenced incentive compensation plan.

     7.   STOCK  OPTIONS.  Subject  to  approval  by the Board of  Directors  of
Employer  (which  approval  Employer  expects  to  receive),  Employee  shall be
eligible to receive,  pursuant to Employer's  1994 Stock Option Plan, as amended
on April 20, 1998 (a copy of which has been  provided to  Employee),  options to
purchase  75,000  shares of common  stock  par  value  $.001 per share  ("Common
Stock") at the market  price of such Common  Stock on the date of  execution  of
this Agreement.  One-third of such options shall be immediately  vested, and the


                                       2
<PAGE>

remaining  two-thirds shall vest as follows:  one-third on the first anniversary
of this agreement and one-third on the second anniversary of this Agreement. The
options,  shall be  covered  by a  separate  written  option  agreement  between
Employer and Employee,  containing  customary  terms and  provisions,  including
without limitation, full vesting upon a sale or change of control of Employer or
SkyMall.com,  which  option  agreement  shall  be  authorized  by the  Board  of
Directors  and  delivered  to Employee  for  execution by no later than ten days
after the date of this Agreement.

     8.   PERSONAL PAID TIME OFF. Employee shall be entitled to 15 personal paid
time off days per year (accrued at the rate of 4.615 hours per pay period).  Any
unused days shall be  forfeited,  and no payment shall be made in lieu of taking
time off.  Employer offers paid holidays to employees on a schedule adopted each
year.

     9.   401(K).  After 90 days of  employment,  Employee  shall be eligible to
participate in Employer's 401(k) Plan that is currently offered through Fidelity
Investments. Employer shall match fifty percent (50%) of Employee's contribution
to the 401(k) Plan (up to 6% of Employee's  Salary) in accordance with the terms
of the 401(k) Plan documents.

     10.  EMPLOYEE BENEFITS. During the term of Employee's employment under this
Agreement,   Employee  shall  be  eligible  for  medical  and  dental  insurance
(beginning on the first day of the month after one full month of employment). In
the interim  period during which Employee shall not be eligible for such medical
and dental  insurance,  the Employer will  compensate  Employee for actual COBRA
expenses  up through  the  effective  date of  enrollment  under the  Employer's
programs. Employer shall also provide to Employee short and long-term disability
insurance  and life  insurance,  all in  accordance  with the standard  benefits
policies and procedures  applicable to employees of Employer  during the term of
this Agreement.

     11.  EXPENSES.   During  the  term  of  Employee's  employment  under  this
Agreement, Employer shall reimburse Employee for all reasonable travel and other
expenses  incurred by Employee in connection with the performance by Employee of
his duties and responsibilities  hereunder,  subject to Employee's submission of
receipts for the expenses,  and in accordance with Employer's  standard policies
as may be in effect from time to time.

     12.  WITHHOLDING OF TAXES.  Employer may withhold from any  compensation or
benefits  payable to Employee under this Agreement all federal,  state and local
taxes as may be required to be withheld by law, regulation or ruling.

     13.  PERFORMANCE  REVIEWS.  Employer  shall  provide  Employee  with annual
performance  reviews  in a manner  deemed  reasonable  by  Employer  in its sole
discretion.

     14.  TERMINATION.  Subject to the express  requirements  of clauses (a) and
(b) below,  Employee's  employment is at will and may be terminated at any time,
by either  party,  with or without  cause,  by providing  written  notice to the
other.

          A.   BY EMPLOYEE.  If Employee's  employment is terminated by Employee
for any reason, or for no reason,  Employer shall have no further  obligation or
liability other than: (i) to provide  Employee his pro-rated  Salary through the


                                       3
<PAGE>

last date  Employee  performs work for  Employer;  and (ii) to provide  Employee
continuing benefits as required under COBRA or other applicable law.

          B.   BY EMPLOYER.  If Employee's  employment is terminated by Employer
for any reason other than Good Cause (as defined  below),  then  Employer  shall
continue to pay to Employee the Salary each year through  February 16, 2002.  If
Employee's  employment is  terminated by Employer for Good Cause,  then Employer
shall  have no  further  obligation  or  liability  other  than:  (a) to provide
Employee his pro-rated  Salary through the last date Employee  performs work for
Employer;  and (b) to provide  Employee  continuing  benefits as required  under
COBRA or other  applicable  law.  Anything  in the  preceding  sentences  to the
contrary  notwithstanding,  (i)  Employer  must first give  Employee  reasonable
notice and an opportunity to meet with the President of Employer to discuss such
termination  if  Employee  is to be  terminated  for any reason  other than Good
Cause;  and (ii) Employer must first give Employee  written notice that Employee
is being terminated for Good Cause,  specifying in writing in reasonable  detail
the basis for such termination and such basis in fact constituting Good Cause.

               "GoodCause"  shall mean the  occurrence  of any of the  following
circumstances:  (i) Employee  becomes unable to perform the duties and essential
functions of his job due to mental or physical  disability  for a period of more
than 13 weeks;  (ii) Employee  refuses or neglects to perform duties  reasonably
assigned to him,  provided that Employer first gives Employee written notice and
such  refusal or neglect by Employee  continues  for a period of five days after
such notice;  (iii)  Employee fails to devote his full working time to Employer,
provided  that  Employee is first given an  opportunity  to cure;  (iv) Employee
commits any act of dishonesty or disloyalty  that is  detrimental  in a material
respect to the Employer; (v) Employee dies; or (vi) Employee breaches any of the
terms of this  Agreement,  including but not limited to paragraphs 3, 15, 16 and
17  hereof,  and such  breach  has or is  reasonably  likely to have a  material
adverse effect on Employer.

     15.  CONFIDENTIALITY.

          A.   CONFIDENTIAL  MATERIAL. In the course of Employee's employment by
Employer,  Employee  will be given  access to and become  acquainted  with trade
secrets and various other  proprietary or confidential  technical and commercial
information,  including,  but  not  limited  to,  the  following:  (i)  business
strategies,  pricing,  marketing  and  cost  data;  (ii)  technical  information
regarding  Employer's  products  and  services;   (iii)  confidential   customer
information;  (iv)  customer and supplier  lists;  (v) contents of contracts and
agreements  with partners,  merchants,  customers and  suppliers;  (vi) customer
requirements  and   specifications;   and  (vii)  e-commerce   designs,   plans,
development  techniques  and  other  products  or  processes,   whether  or  not
copyrighted  by  Employer.  All items  described in the  foregoing  sentence are
defined herein as "Confidential  Material,"  provided that the term Confidential
Material  shall not include  any  information  (x) that is or becomes  generally
publicly available (other than as a result of violation of this Agreement by the
Employee),  (y) that the Employee  receives on a  non-confidential  basis from a
source (other than the  Employer)  that is not known by the Employee to be bound
by an obligation of secrecy or confidentiality to the Employer,  or (z) that was
in the possession of the Employee prior to disclosure by the Employer.  Employee


                                       4
<PAGE>

further  acknowledges  that the  Confidential  Material  has been  developed  or
acquired by the Employer  through  expenditure of substantial  time,  effort and
money, and that the Confidential  Material  provides  Employer with an advantage
over competitors.

          B.   NON-DISCLOSURE   AGREEMENT.   In  consideration   for  access  to
Confidential Material, Employee agrees that during his employment and continuing
for two years  thereafter,  he shall not directly or indirectly  disclose or use
for any reason whatsoever any Confidential Material obtained by him by reason of
his  employment  with  Employer,  except as required to conduct the  business of
Employer  or as  authorized  by  express  written  permission  of the  Board  of
Directors of Employer or as otherwise required by law.

          C.   OWNERSHIP  OF  DATA.  Employee  confirms  that  all  Confidential
Material and all  documents  reflecting  such  information  remain the exclusive
property of Employer. All business records,  papers, documents or other data, in
whatever  form,  kept or made by Employee  relating to the business of Employer,
shall be and shall remain the property of Employer during the term of Employee's
employment and at all times thereafter. Employee will grant and hereby grants to
Employer the sole and exclusive  ownership of (including  the sole and exclusive
right to  reproduce,  use or  disclose  for any  purpose)  any and all  reports,
drawings, data, programs,  plans, writings or other information made or prepared
by Employee alone or with others during the term of his  employment  that relate
to his employment or Employer's business.

          D.   REMEDIES.  Employee  hereby  agrees  that  damages  and any other
remedy  available  at law would be  inadequate  to redress or remedy any loss or
damage suffered by Employer upon any breach of the terms of this paragraph 15 by
Employee, and Employee therefore agrees that Employer, in addition to recovering
on any claim for damages or obtaining  any other remedy  available at law,  also
may  enforce  the  terms  of  this   paragraph  15  by  injunction  or  specific
performance,  and may obtain any other  appropriate  remedy available in equity.
Employee  further  acknowledges  and agrees that  Employer  shall be entitled to
recover  attorneys' fees and costs associated with enforcement of this paragraph
15.

     16.  NON-COMPETE AGREEMENT.

          A.   HIGHLY-COMPETITIVE  MARKET. Employee acknowledges and agrees that
Employer's products and services are sold and performed in a  highly-competitive
market.  Employee acknowledges that the services he may render to Employer,  the
information  exchanged  between all parties in connection  with rendering  those
services, and Employer's relationships with customers, airlines,  transportation
companies,  catalog  retailers,  vendors,  banks,  accountants,  and  any  other
Employer program participants, business partners or similar parties, are each of
a unique  and  valuable  character.  Employee  acknowledges  that the market for
Employer's products and services is national and international in scope.

          B.   LIMITATION OF ACTIVITIES.

               (i)  Employee agrees that during his Employment with Employer and
for a period of two years  after the  later of  either  (x) the  termination  of
Employee's  employment with Employer,  or (y) February 16, 2002,  Employee shall
not solicit,  directly or  indirectly,  any vendors or customers of Employer for
any Competitor, as that term is defined below. In addition, Employee agrees that


                                       5
<PAGE>

he will not, for that same period of time, recruit, hire or induce,  directly or
indirectly,  any employee or business partner of Employer to provide services to
any other person or entity  other than  Employer,  unless the  departure of that
employee or business  partner from Employer  would not reasonably be expected by
Employer  to have a  material  impact on the  operations  of the  employee's  or
business partner's office, or otherwise have a detrimental effect on Employer as
a whole.

               (ii) Employee agrees that during his Employment with Employer and
for a period of six months after the  termination of Employee's  employment with
Employer, Employee shall not engage in, plan for, organize, work for, or assist,
directly or indirectly,  any Competitor in a manner that would be competitive to
Employer, nor use Employee's knowledge of Employer or its business in any manner
that competes with Employer.  During this six month period, Employer will pay to
Employee the sum of  $20,833.00  per month,  to be paid in  accordance  with the
payroll  practices  of  Employer  at that  time,  except  that  Employer  is not
obligated to pay Employee under this paragraph  during any time that Employee is
receiving  payments under  paragraph  14(b) hereof.  The foregoing  restrictions
shall be understood to prohibit  Employee  from  participating  in the following
non-exclusive list of activities:

                    (a)  Providing   services   as   an   employee,    director,
consultant, agent, or representative to a Competitor;

                    (b)  Owning,  either directly or indirectly or through or in
conjunction  with one or more  members of his family or his  spouse's  family or
through any trust or other contractual arrangement,  a greater than five percent
(5%) interest in, or otherwise controlling,  either directly or indirectly,  any
partnership,  corporation,  or other entity which has products and services that
are  competitive  to any  products  and  services  being  developed or otherwise
offered by Employer or being  actively  developed  by Employer  with a bona fide
intent to market same.

               (iii)In  the  event  Employee  breaches  this  provision  of  the
Agreement,  he agrees to repay Employer  within 10 days any payments he received
under paragraph 16(b)(ii) above, which repayment shall not release Employee from
any legal claims that Employer may have against Employee for his breach.

               (iv) Notwithstanding  the  foregoing  provisions,   upon  written
request by Employee explaining Employee's  opportunities that would otherwise be
prohibited  under  paragraph  16(b)(ii)  hereof or on Employer's own initiative,
Employer may waive the  foregoing  restrictions.  In the event  Employer does so
waive its  rights to enforce  the  provisions  of  paragraph  16(b)(ii)  hereof,
Employer will be relieved of its  obligation to pay Employee in accordance  with
that  provision,  which relief shall be effective  immediately  upon delivery to
Employee of Employer's  written  release of Employee under  paragraph  16(b)(ii)
hereof.

               (v)  As used in this  paragraph  16, the term  Employer  includes
SkyMall, Inc. and any of its affiliates or subsidiaries,  or any entity in which
SkyMall,  Inc.  has a direct  or  indirect  equity  interest.  A  Competitor  is
understood and agreed by Employer and Employee to mean any person or entity that
is engaged  in, or has plans to engage in within the  subsequent  6 months,  any


                                       6
<PAGE>

business  activity or operations  that Employer is also engaged in, or for which
Employer had written business plans to engage in (created in the usual course of
business),  at the time of the  Employee's  departure  from  Employer;  it being
agreed by Employer that,  where  necessary to enable Employee to avoid breaching
the  provisions of this paragraph 16 and subject to Employee's  compliance  with
the provisions set forth in paragraph 15, Employee shall be given full access to
such plans

          C.   REMEDIES.  Employee  hereby  agrees  that  damages  and any other
remedy  available  at law would be  inadequate  to redress or remedy any loss or
damage suffered by Employer upon any breach of the terms of this paragraph 16 by
Employee, and Employee therefore agrees that Employer, in addition to recovering
on any claim for damages or obtaining  any other remedy  available at law,  also
may  enforce  the  terms  of  this   paragraph  16  by  injunction  or  specific
performance,  and may obtain any other  appropriate  remedy available in equity.
Employee  further  acknowledges  and agrees that  Employer  shall be entitled to
recover  attorneys' fees and costs associated with enforcement of this paragraph
16.

               If any provision of this  paragraph 16 is deemed,  as a matter of
law, to be unreasonable as to time, area, or scope by any court, then such court
shall have  authority to modify this  paragraph as to time,  area or scope,  but
only to the limited  extent  necessary  to make this  paragraph  reasonable  and
enforceable.

     17.  EMPLOYEE'S REPRESENTATIONS AND WARRANTIES. As a material inducement to
Employer to enter this Agreement,  Employee makes the following  representations
and warranties:

          A.   BOARD OF DIRECTORS.  Employee  represents and warrants that he is
not  currently  a member  of the board of  directors  of any  other  company  or
business  entity.  Employee  shall not accept any  appointments  to serve on any
other boards without prior written approval of Employer.

          B.   NO BREACH OF PRIOR  AGREEMENT.  Employee  represents and warrants
that his  employment  with Employer and his  recruitment  of other  employees on
behalf of Employer will not result in his violating any  agreements  that he may
have with any third party.

          C.   NO SHARING OF CONFIDENTIAL  INFORMATION.  Employee represents and
warrants  that he shall not  disclose  to  Employer  any trade  secrets or other
confidential  or proprietary  information  of another  company that Employee may
have had access to by virtue of his prior employment.

     18.  RETURN OF MATERIALS. Employee shall return to Employer promptly at its
request all  materials  furnished  to Employee  by  Employer  and all  materials
prepared by Employee that contain Confidential Material together with all copies
thereof.

     19.  NOTICES.  Any  notice or other  communication  required  or  permitted
hereunder  shall be sufficient  if given in writing and delivered  personally or
mailed by  registered  or certified  mail,  return  receipt  requested,  postage


                                       7
<PAGE>

prepaid and addressed to the parties at the addresses listed below. Either party
may designate a different address by notice so given.

               Employer:        Christine Aguilera, Esq.
                                General Counsel
                                SkyMall, Inc.
                                1520 East Pima Street
                                Phoenix, Arizona  85034

               Employee:        Mr. Curtis D. Brown
                                200 Diplomat Drive
                                Mt. Kisco, New York 10549

               With a
               copy to:         Reboul, MacMurray, Hewitt, Maynard & Kristol
                                45 Rockefeller Plaza
                                New York, New York 10111
                                Attn: Kristopher D. Brown, Esq.

     20.  ARBITRATION.  To the extent  permitted by applicable law, all disputes
arising from or in connection  with this  Agreement  will be finally  settled by
arbitration.  The  arbitration  will be held in  Maricopa  County,  Arizona,  in
accordance with arbitration rules of the American Arbitration Association, by an
arbitrator mutually agreed upon by the parties.  The parties agree that judgment
upon the award  return by the  arbitrator  may be  entered  in any court  having
jurisdiction thereof.

     21.  GOVERNING  LAW AND  CHOICE OF  FORUM.  The  validity,  interpretation,
construction  and performance of this Agreement shall be governed by the laws of
the State of Arizona  without  regard to its  conflicts of law  principles.  The
parties  agree  that any legal  suit,  action or  proceeding  arising  out of or
related to this  Agreement  shall be  instituted  in a state or federal court of
competent  jurisdiction located in Maricopa County,  Arizona. The parties accept
the exclusive  jurisdiction of the aforesaid courts, and irrevocably agree to be
bound by any judgment rendered by said courts in connection with this Agreement.
All costs incurred in connection with any such suit,  action or proceeding shall
be borne by the non-prevailing party.

     22.  INDEMNIFICATION  OF EMPLOYEE.  Employer  and Employee  will enter into
Employer's standard form Indemnification  Agreement, a copy of which is attached
hereto as Exhibit A.

     23.  SEVERABILITY.  The invalidity or  unenforceability of any provision or
provisions of this Agreement shall not affect the validity or  enforceability of
any other  provision  of this  Agreement,  which shall  remain in full force and
effect.

     24.  AMENDMENT. This Agreement shall not be modified,  amended or rescinded
except by written instrument duly executed by Employee and Employer.


                                       8
<PAGE>

     25.  COUNTERPARTS.  This Agreement may be executed in several counterparts,
each of which shall be deemed to be an original but all of which  together  will
constitute one and the same instrument.

     26.  CAPTIONS AND HEADINGS. The captions and headings of this Agreement are
for  convenience  of reference  only and shall not be considered to be a part of
this Agreement,  affect the meaning or interpretation  of this Agreement,  or be
used in determining the intent of the parties.

     27.  SURVIVAL.  The  provisions of  paragraphs 15 and 16 of this  Agreement
shall remain in full force and effect  following the  termination  of Employee's
employment  or the  termination  of this  Agreement,  for the  periods set forth
therein.

     28.  SUCCESSORS AND ASSIGNS.  This Agreement  shall inure to the benefit of
and be enforceable by Employer's successors and assigns, and is fully assignable
by Employer to any of Employer's current or future affiliates and subsidiaries.

     29.  ENTIRE AGREEMENT.  Except as stated herein,  this Agreement sets forth
the entire  understanding  of the  parties  hereto  with  respect to the subject
matter hereof.


SKYMALL, INC.,
A NEVADA CORPORATION


By: /s/ Robert M. Worsley                    Date:        1/15/99
    ---------------------------------              ----------------------
    Robert M. Worsley
    Its:  President and CEO



/s/ Curtis D. Brown                          Date:        1/14/99
- -------------------------------------              ----------------------
Curtis D. Brown


                                       9

<PAGE>
                                                                       Exhibit A

                               INDEMNITY AGREEMENT


     By this Indemnity  Agreement (this  "Agreement"),  SkyMall,  Inc., a Nevada
corporation , and its wholly-owned subsidiary,  SkyMall.com  (collectively,  the
"Company"),  and the undersigned  officer  ("Officer") of the Company,  warrant,
covenant and agree as follows:

     WHEREAS,  Officer is a senior executive of the Company and in such capacity
is performing a valuable service for the Company; and

     WHEREAS,  in order to induce Officer to serve as an officer of the Company,
the Company desires to enter into this contact with Officer.

     NOW,  THEREFORE,  in  consideration  of Officer's  continued  service as an
officer after the date hereof, the parties hereto agree as follows:

1.   INDEMNIFICATION  OF OFFICER.  Subject to Section 2 below, the Company shall
hold  harmless and  indemnify  Officer  against any and all expenses  (including
attorneys' fees),  judgments,  fines and amounts paid in settlement actually and
reasonably  incurred by Officer in connection  with any  threatened,  pending or
completed action, suit or proceeding, whether civil, criminal, administrative or
investigative,  to which  Officer is, was or at any time becomes a party,  or is
threatened to be made a party,  by reason of the fact that Officer is, was or at
any time becomes a director, officer, employee or agent of the Company, or is or
was  serving or at any time  serves at the request of the Company as a director,
officer, employee or agent of another corporation,  partnership,  joint venture,
trust or other  enterprise  to the extent  currently  set forth in the Company's
Bylaws,  a copy of which is attached as Exhibit "A." No amendment or termination
of the  Company's  Articles  of  Incorporation  or the  Bylaws  shall  affect or
terminate the contracted rights granted to the Officer hereunder.

2.   LIMITATIONS ON  INDEMNIFICATION.  No indemnity pursuant to Section 1 hereof
shall be paid by the Company:

     (a)  Except  to the  extent  the  aggregate  of  losses  to be  indemnified
hereunder  exceeds the amount of the losses for which the Officer is indemnified
pursuant to any policy of insurance purchased and maintained by the Company;

     (b)  In respect to  remuneration  paid to Officer if it shall be determined
by a final judgment or other final  adjudication  that such  remuneration was in
violation of law;

     (c)  On account of any suit in which final  judgment  is  rendered  against
Officer or an accounting of profits made from the purchase or sale by Officer of
securities  of the Company  pursuant to the  provisions  of Section 16(b) of the
Securities  Exchange Act of 1934 and amendments thereto or similar provisions of
any law; or

<PAGE>

     (d)  If a final  adjudication by a Court having  jurisdiction in the matter
establishes that Officer's acts or omissions  involved  intentional  misconduct,
fraud or a knowing violation of the law and was material to the cause of action.

3.   CONTINUATION OF  INDEMNIFICATION.  All obligations of the Company hereunder
shall  continue  during the period Officer is a director,  officer,  employee or
agent of the  Company  (or is or was  serving at the request of the Company as a
director, officer, employee or agent of another corporation,  partnership, joint
venture,  trust or other  enterprise)  and shall continue  thereafter so long as
Officer  shall be  subject  to any  possible  claim or  threatened,  pending  or
completed action, suit or proceeding,  whether civil, criminal or investigative,
by reason of the fact that  Officer  was a director of the Company or serving in
any other capacity referred to herein.

4.   NOTIFICATION  AND  DEFENSE  OF CLAIM.  Officer  shall  promptly  notify the
Company of any  matter  which is or may be the  subject  of any  indemnification
claim hereunder. Promptly after receipt by Officer of notice of the commencement
of any action, suit or proceeding, Officer will notify the Company thereof. With
respect to any such action, suit or proceeding:

     (a)  The  Company  will  be  entitled  to  participate  therein  at its own
expense;

     (b)  Except as otherwise  provided  below,  to the extent that it may wish,
the Company,  jointly with any other  indemnifying  party may assume the defense
thereof, with counsel reasonably  satisfactory to Officer. After notice from the
Company to Officer of its election so to assume the defense thereof, the Company
will not be  liable to  Officer  for any  legal or other  expenses  subsequently
incurred by Officer in connection with the defense thereof other than reasonable
costs of  investigation or as otherwise  provided below.  Officer shall have the
right to employ  counsel in such action,  suit or  proceeding,  but the fees and
expenses  of  such  counsel  incurred  after  notice  from  the  Company  of its
assumption of the defense  thereof shall be at the expense of Officer unless (i)
the  employment of counsel by Officer has been  authorized by the Company,  (ii)
Officer shall have reasonably concluded that there may be a material conflict of
interest  between  the Company and Officer in the conduct of the defense of such
action or (iii) the Company  shall not in fact have  employed  counsel to assume
the  defense of such  action,  in each of which  cases the fees and  expenses of
counsel  shall be borne by the  Company.  The  Company  shall not be entitled to
assume the defense of any action,  suit or proceeding brought by or on behalf of
the Company or as to which  Officer shall have made the  determination  provided
for in (ii) above.

     (c)  The  Company  shall  not be  liable  to  indemnify  Officer  under the
Agreement  for any amounts paid in  settlement  of any action or claim  effected
without its written consent. The Company shall not settle any action or claim in
any manner  which would  impose any material  penalty or  limitation  on Officer
without  Officer's  consent.  Neither the Company nor Officer will  unreasonably
withhold  its or his  consent  to any  settlement  proposed  by the other of any
matter for which  indemnity  is provided  hereunder,  including  any  settlement
including a penalty or limitation on the Officer.

5.   PREPAID  EXPENSES.  The expenses  (including  attorneys'  fees) incurred by
Officer in  investigating,  defending,  or appealing any threatened,  pending or
completed action, suit or proceeding covered hereunder,  whether civil criminal,


                                       2
<PAGE>

administrative or investigative,  including without  limitation any action by or
in the right of the  Company  (other than  expenses  to be paid  directly by the
Company in assuming the defense of any matter  covered hereby under Section 4(b)
hereof), shall be paid in advance by the Company.

6.   REPAYMENT OF EXPENSES. Officer shall reimburse the Company for all expenses
paid  by the  Company  in  defending  any  civil  or  criminal  action,  suit or
proceeding  against Officer in the event and only to the extent that is shall be
finally determined that Officer is not entitled to be indemnified by the Company
for such expenses under the Agreement or otherwise.

7.   OTHER RIGHTS AND  REMEDIES.  The rights  provided by any  provision of this
Agreement shall not be deemed exclusive or any other rights to which Officer may
be entitled under any provision of law, any Articles,  any Bylaw,  this or other
agreement,  vote of Stockholders or otherwise, both as to action in his official
capacity  and as to  action  in  another  capacity  while  occupying  any of the
positions  or having any of the  relationships  referred to in Section 1 of this
Agreement,  and shall  continue after Officer has ceased to occupy such position
or have such relationship.

8.   ENFORCEMENT.  In the event  Officer  is  required  to bring  any  action to
enforce  rights or to collect  monies due under this Agreement and is successful
in such action,  Company shall reimburse Officer for all of Officer's reasonable
fees and expenses in bringing and pursuing such action.

9.   SEPARABILITY.  Each of the  provisions of this  Agreement is a separate and
distinct  agreement  and  independent  of the others,  so that if any  provision
hereof  shall  be held to be  invalid  or  unenforceable  for any  reason,  such
invalidity or  unenforceability  shall not affect the validity or enforceability
of the other provisions hereof.

10.  MISCELLANEOUS.   This  Agreement  shall  be  interpreted  and  enforced  in
accordance with the laws of Nevada. This Agreement shall be binding upon Officer
and upon Company,  its successors and assigns, and shall inure to the benefit of
Officer, his heirs,  personal  representatives and assigns and to the benefit of
the Company, its successors and assigns. No amendment, modification, termination
or cancellation  of this  Agreement,  other than pursuant to Section 9, shall be
effective unless in writing signed by both parties hereto.


                                       3
<PAGE>

     IN WITNESS  WHEREOF,  the parties hereto have executed this Agreement as of
January 14, 1999.


SKYMALL, INC.



By: /s/  Robert M. Worsley
    ---------------------------------
    Name:  Robert M. Worsley
    Title: CEO


OFFICER



/s/ Curtis D. Brown
- -------------------------------------
    Name: Curtis D. Brown


                                       4


<TABLE> <S> <C>

<ARTICLE>       5
<LEGEND>
THIS  SCHEDULE  CONTAINS  SUMMARY  FINANCIAL   INFORMATION  EXTRACTED  FROM  THE
UNAUDITED  CONDENSED  CONSOLIDATED  BALANCE  SHEET  AT  MARCH  31,  1999 AND THE
UNAUDITED CONDENSED  CONSOLIDATED STATEMENT OF INCOME FOR THE THREE MONTHS ENDED
MARCH 31, 1999 AND IS QUALIFIED  IN ITS ENTIRETY BY REFERENCE TO SUCH  FINANCIAL
STATEMENTS INCLUDED IN THIS FORM 10-Q.
</LEGEND>
<MULTIPLIER>    1,000
       
<S>                             <C>
<PERIOD-TYPE>                  3-MOS
<FISCAL-YEAR-END>                          DEC-31-1999
<PERIOD-START>                             JAN-01-1999
<PERIOD-END>                               MAR-31-1999
<CASH>                                           3,560
<SECURITIES>                                         0
<RECEIVABLES>                                    6,458
<ALLOWANCES>                                     1,450
<INVENTORY>                                        679
<CURRENT-ASSETS>                                13,845
<PP&E>                                           6,810
<DEPRECIATION>                                     349
<TOTAL-ASSETS>                                  25,151
<CURRENT-LIABILITIES>                           11,698
<BONDS>                                              0
                                0
                                          0
<COMMON>                                             9
<OTHER-SE>                                      13,215
<TOTAL-LIABILITY-AND-EQUITY>                    25,151
<SALES>                                          9,964
<TOTAL-REVENUES>                                13,142
<CGS>                                            6,489
<TOTAL-COSTS>                                   10,183
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                   370
<INTEREST-EXPENSE>                                  11
<INCOME-PRETAX>                                 (3,405)
<INCOME-TAX>                                    (1,318)
<INCOME-CONTINUING>                                  0
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    (2,087)
<EPS-PRIMARY>                                     (.24)
<EPS-DILUTED>                                     (.24)
        

</TABLE>


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