SKYMALL INC
S-3, 1999-11-19
CATALOG & MAIL-ORDER HOUSES
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       As filed with the Securities and Exchange Commission on November 19, 1999
                                               Registration No. 333-____________
================================================================================


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

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

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

<TABLE>

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

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

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

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

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

                                   Copies to:


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

<PAGE>

                         CALCULATION OF REGISTRATION FEE

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

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

  Common Stock         1,843,465         $9.97       $18,379,346      $5,109
  $.001 par value

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

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

(1)  Includes  (i) up to  700,580  shares  of  Common  Stock to be  issued  upon
     exercise of warrants and (ii) an indeterminate  number of additional shares
     of Common Stock as may from time to time become  issuable  upon exercise of
     the  warrants  by reason  of stock  splits,  stock  dividends  and  similar
     transactions,  which shares are registered  hereunder  pursuant to Rule 416
     under the Securities Act of 1933, as amended.

(2)  Estimated  solely  for  the  purpose  of  calculating  the  amount  of  the
     registration  fee,  pursuant to Rule 457 of the  Securities Act of 1933, as
     amended,  based on the  average  of the high and low  prices  for shares of
     common stock of SkyMall,  Inc. as reported by the Nasdaq National Market on
     November 12, 1999.


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

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

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

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

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

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


                                      -ii-

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

                 SUBJECT TO COMPLETION, DATED NOVEMBER 19, 1999

PROSPECTUS
                                1,843,465 SHARES

                            SKYMALL, INC.COMMON STOCK


     We have issued 1,142,885 shares of our common stock and 700,580 warrants to
purchase 700,580 shares of our common stock in a private placement  completed in
November  1999. The private  placement was completed  pursuant to the terms of a
Stock and  Warrant  Purchase  Agreement.  Of such  shares  of  common  stock and
warrants,  1,142,885  shares of common stock and 571,444 warrants were issued to
the investors in the private  placement and 129,136  warrants were issued to the
placement agents that assisted the Company in completing the private  placement.
The  investors  and  placement  agents  (which  we  collectively  refer  in this
prospectus  as the "selling  shareholders")  can use this  prospectus to sell to
other  purchasers  some or all of the shares of common stock they currently hold
and can use  this  prospectus  to sell to  other  purchasers  some or all of the
shares of common  stock  they will  receive by  exercising  the  warrants.  Each
selling shareholder may sell the common stock in ordinary broker's transactions,
directly to market makers in our common stock, in private transactions or any of
the other methods of distribution  that are described in this  prospectus  under
the section titled "Plan of Distribution."

     The selling  shareholders will receive all of the amounts received upon any
sale by them of the  common  stock,  less  any  brokerage  commissions  or other
expenses incurred by them. We will not receive any proceeds from the sale of the
common  stock  by the  selling  shareholders.  However,  we will  receive  up to
$5,678,754  as  payment  of the  warrant  exercise  price for the  common  stock
underlying the warrants if all of the warrants are exercised.  We are paying for
the costs of registering the shares covered by this prospectus.

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

     Our common stock is traded on the Nasdaq National Market  ("Nasdaq")  under
the symbol "SKYM."  According to Nasdaq, on November 17, 1999, the last reported
sale price for our common stock was $12.9375.

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

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

                The date of this Prospectus is November ___, 1999

<PAGE>

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

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

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


                       WHERE YOU CAN FIND MORE INFORMATION

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

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

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


                 INCORPORATION OF CERTAIN DOCUMENTS BY REFRENCE

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


                                       2
<PAGE>

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

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

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

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


                                       3
<PAGE>

                               PROSPECTUS SUMMARY

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

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


                                   THE COMPANY

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

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


                                 OUR OPERATIONS

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

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


                                       4
<PAGE>

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

     PRINT MEDIA

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

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

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

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

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

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


                                       5
<PAGE>

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

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

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

     ELECTRONIC MEDIA

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

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


                                       6
<PAGE>

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

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

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

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

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


                                       7
<PAGE>

                                  THE OFFERING


Securities offered by the selling
shareholders.............................  1,843,465 shares of common stock

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

Use of Proceeds..........................  We will not receive any proceeds from
                                           the sale  of the  common stock by the
                                           selling  shareholders.   However,  we
                                           will receive up to $5,678,754 as  the
                                           purchase  price  for  the  shares  of
                                           common stock underlying the  warrants
                                           if all of the warrants are exercised.
                                           See "Use of Proceeds."

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

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


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

(1)  Does not  include  (i)  1,075,588  shares of  common  stock  issuable  upon
     exercise of  outstanding  stock  options  issued  pursuant to the Company's
     stock  option  plans,  (ii) an  additional  681,878  shares of common stock
     reserved for issuance  pursuant to future  awards  granted under such stock
     option plans,  (iii) 29,700 shares of common stock  issuable by the Company
     upon the exercise of warrants issued to shareholders in connection with the
     Company's 1996 Private Placement, which are exercisable at $8.00 per share,
     (iv)  50,000  shares of common  stock  issuable  upon  exercise of warrants
     issued in an  acquisition,  which are  exercisable at $8.00 per share,  (v)
     25,000 shares of common stock issuable upon exercise of warrants  issued to
     our  financial  advisor,  which are  exercisable  at $9.31 per share,  (vi)
     14,420 shares of common stock  issuable  upon  exercise of warrants  issued
     upon conversion of an outstanding  note, which are exercisable at $8.00 per
     share,  and (vii)  700,580  shares of common stock  issuable by the Company
     upon the exercise of the warrants  which are a part of the shares of common
     stock that are being offered hereby.


                                       8
<PAGE>

                                  RISK FACTORS


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

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

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

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

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


                                       9
<PAGE>

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

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

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

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


                                       10
<PAGE>

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

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

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

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

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

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


                                       11
<PAGE>

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

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

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

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

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

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


                                       12
<PAGE>

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

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

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

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

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

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

     There are  currently  outstanding  warrants  and  options  to acquire up to
1,895,288  additional  shares of common  stock at prices  ranging  from $2.13 to
$24.50  per  share,  including  the  700,580  warrants  issued  in  the  private
placement. If exercised,  these securities will dilute your percentage ownership
of common  stock.  These  securities,  unlike  the  common  stock,  provide  for
antidilution  protection  upon  the  occurrence  of stock  splits,  redemptions,
mergers,   reclassifications,   reorganizations   and  other  similar  corporate
transactions,  and, in some cases, major corporate announcements. If one or more
of these  events  occurs,  the  number of shares  of  common  stock  that may be
acquired upon conversion or exercise would increase.

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


                                       13
<PAGE>

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

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

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

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

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

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

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


                                       14
<PAGE>

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

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

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

FORWARD-LOOKING STATEMENTS

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


                                       15
<PAGE>

                              SELLING SHAREHOLDERS

     The shares  being  offered by the selling  shareholders  were issued in the
private  placement  pursuant to a Stock and Warrant Purchase  Agreement.  We are
registering  the shares in order to permit  the  selling  shareholders  to offer
these shares for resale from time to time.

     The following table provides certain information with respect to the common
stock  beneficially  owned by each selling  shareholder as of November 17, 1999.
None of these selling  shareholders has a material  relationship  with us except
Robert  M.  Worsley,  who is the  Chairman  of the  Board,  President  and Chief
Executive Officer of the Company,  and Ryan Beck & Co., Inc., who is a financial
advisor  to the  Company,  including  Michael  Kollender  and Randy Rock who are
representatives of Ryan, Beck. We believe that the selling shareholders named in
the following  table have sole voting and  investment  power with respect to the
respective  shares of common stock set forth opposite their names. The shares of
common stock offered by this  prospectus may be offered from time to time by the
selling shareholders named below or their nominees.

<TABLE>
<CAPTION>
                                        Shares Beneficially                       Shares Beneficially
                                            Owned Prior           Number of           Owned After
                                          to the Offering          Shares             the Offering
                                     -------------------------     Offered      ------------------------
                                                                  ---------
Name                                  Number        Percent(1)                   Number       Percent(2)
- ----                                 --------       ----------                  ---------     ----------
<S>                                  <C>            <C>           <C>           <C>           <C>
American High Growth                   214,286 (3)     2.1%        214,286              0          0%
Equities Retirement Trust
Trump Tower - 24th Floor
725 5th Avenue
New York, New York 10022

Quintel Communications, Inc.           642,857 (4)     6.2%        642,857              0          0%
One Blue Hill Plaza
Pearl River, New York 10965

Special Situations Private             257,100 (6)     2.5%        257,100              0          0%
Equity Fund L.P.(5)
153 E. 53rd Street
New York, New York 10022

Special Situations Fund III L.P.(5)    289,350 (7)     2.8%        289,350              0          0%
153 E. 53rd Street
New York, New York 10022

Special Situations Cayman Fund,         96,450 (8)      *           96,450              0          0%
L.P.(5)
153 E. 53rd Street
New York, New York 10022

Robert M. Worsley and Christi M.     4,798,530 (9)    45.9%        214,286      4,584,244       41.1%
Worsley as Trustees of The Robert
Merrill Worsley and Christi Marie
Worsley Family Revocable Trust
dated July 28, 1998
c/o SkyMall, Inc.
1520 Pima Street
Phoenix, Arizona 85034

Ryan, Beck & Co., Inc.                 56,112 (10)      *           31,112         25,000          *
200 Park Avenue
New York, New York 10166

Michael J. Kollender                   19,012 (11)      *           19,012              0          0%
c/o Ryan, Beck & Co., Inc.
200 Park Avenue
New York, New York 10166
</TABLE>


                                       16
<PAGE>

<TABLE>
<CAPTION>
                                        Shares Beneficially                       Shares Beneficially
                                            Owned Prior           Number of           Owned After
                                          to the Offering          Shares             the Offering
                                     -------------------------     Offered      ------------------------
                                                                  ---------
Name                                  Number        Percent(1)                   Number       Percent(2)
- ----                                 --------       ----------                  ---------     ----------
<S>                                  <C>            <C>           <C>           <C>           <C>
Randy Rock                             19,012 (12)      *           19,012              0          0%
c/o Ryan, Beck & Co., Inc.
200 Park Avenue
New York, New York 10166

Shoreline Pacific Institutional        60,000 (13)      *           60,000              0          0%
Finance
3 Harbor Drive, Suite 211
Sausalito, California 94965
</TABLE>

_______________

* Less than 1%.

(1)  Percentages are based upon 10,452,264  shares of the Company's common stock
     outstanding as of November 17, 1999.
(2)  Percentages are based upon 11,152,844  shares of the Company's common stock
     being  outstanding if all of the shares of common stock offered pursuant to
     this prospectus are sold by the selling shareholders.
(3)  Includes  71,429  shares of common  stock  issuable  upon  exercise  of the
     warrants issued in the private placement.
(4)  Includes  214,286  shares of common  stock  issuable  upon  exercise of the
     warrants issued in the private placement.
(5)  MGP Advisers Limited Partnership (MGP), a Delaware limited partnership,  is
     the general  partner of the Special  Situations  Fund III, L.P., a Delaware
     limited  partnership.  AWM  Investment  Company,  Inc.  (AWM),  a  Delaware
     corporation,  is the general  partner of MGP and the general partner of and
     investment  adviser to the Special Situations Cayman Fund, L.P. MG Advisers
     L.L.C. (MG), a New York limited liability  company,  is the general partner
     of the Special  Situations  Private Equity Fund,  L.P., a Delaware  limited
     partnership.  Austin W.  Marxe and David M.  Greenhouse  are the  principal
     owners  of MG,  MGP  and  AWM  and  are  principally  responsible  for  the
     selection,  acquisition and disposition of the portfolios securities by the
     investment advisers on behalf of their funds.
(6)  Includes  85,700  shares of common  stock  issuable  upon  exercise  of the
     warrants issued in the private placement.
(7)  Includes  96,450  shares of common  stock  issuable  upon  exercise  of the
     warrants issued in the private placement.
(8)  Includes  32,150  shares of common  stock  issuable  upon  exercise  of the
     warrants issued in the private placement.
(9)  Includes  71,429  shares of common  stock  issuable  upon  exercise  of the
     warrants  issued in the private  placement  and 900 shares of common  stock
     issuable upon exercise of certain  warrants  acquired in the Company's 1996
     private placement.
(10) Ryan,  Beck & Co., Inc. acted as a placement  agent in connection  with the
     private  placement.  The 31,112  shares of common  stock  being  registered
     hereby on behalf of Ryan,  Beck are issuable  upon exercise of the warrants
     issued to Ryan,  Beck by the Company as a placement  agent  pursuant to the
     private  placement.  Also includes  25,000 shares of common stock  issuable
     upon  exercise of certain  previously  issued  warrants to purchase  common
     stock of the Company.
(11) The selling shareholder is an associate of Ryan, Beck, a placement agent in
     connection  with the private  placement.  The 19,012 shares of common stock
     being  registered  hereby on  behalf of Mr.  Kollender  are  issuable  upon
     exercise of warrants granted to such selling shareholder as an associate of
     Ryan,  Beck  who  acted  as a  placement  agent  pursuant  to  the  private
     placement.
(12) The selling shareholder is an associate of Ryan, Beck, a placement agent in
     connection  with the private  placement.  The 19,012 shares of common stock
     being registered hereby on behalf of Mr. Rock are issuable upon exercise of
     warrants granted to such selling  shareholder as an associate of Ryan, Beck
     who acted as a placement agent pursuant to the private placement.
(13) Shoreline  Pacific  Institutional  Finance  acted as a  placement  agent in
     connection  with the private  placement.  The 60,000 shares of common stock
     being  registered  hereby on behalf of Shoreline  Pacific are issuable upon
     exercise of the warrants  issued to  Shoreline  Pacific by the Company as a
     placement agent pursuant to the private placement.


                                       17
<PAGE>

                                 USE OF PROCEEDS

     We will not receive any  proceeds  from the sale of the common stock by the
selling shareholders.  However, we will receive up to $5,678,754 upon payment of
the exercise  price for the common stock  underlying  the warrants if all of the
warrants are exercised.  We will use all of these  proceeds for working  capital
for our operations.


                         DETERMINATION OF OFFERING PRICE

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


                              PLAN OF DISTRIBUTION

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

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

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


                                       18
<PAGE>

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

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

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

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

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

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

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


                                       19
<PAGE>

                            DESCRIPTION OF SECURITIES
COMMON STOCK

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

RIGHTS

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

WARRANTS  ISSUED TO  SELLING  SHAREHOLDERS  PURSUANT  TO THE  STOCK AND  WARRANT
PURCHASE AGREEMENT

     Pursuant  to the Stock  and  Warrant  Purchase  Agreement,  we  issued  the
warrants to the  investors in the private  placement.  The warrants  expire five
years after issuance.

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

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

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

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

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

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

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

                                       20
<PAGE>

     o    this Registration Statement is effective;

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

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

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

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

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

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

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

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

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

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

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


                                       21
<PAGE>

WARRANTS ISSUED THE PLACEMENT AGENTS IN CONNECTION WITH THE PRIVATE PLACEMENT

     In  connection  with  services  performed  as placement  agents,  we issued
warrants to the placement agents in connection with the private  placement.  The
warrants expire five years after issuance.

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

     EXERCISE  PRICE.  The exercise  prices of the warrants  range from $8.10 to
$9.12 per share of common stock represented by the warrants.  The exercise price
of the  warrants is subject to  customary  anti-dilution  adjustments  upon such
events as the subdivision or combination of the common stock,  the  distribution
of our assets to holders of common stock, and other similar events.

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

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

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

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

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

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

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

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

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


                                       22
<PAGE>

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


                                  LEGAL MATTERS

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


                                     EXPERTS

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


                                       23
<PAGE>

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

No  dealer,  salesman  or  other  person  has
been   authorized  to  give  any  information
or  to  make  any  representations other than
those    contained    or    incorporated   by
reference  in this  prospectus  in connection
with  the  offering  described  herein,  and,
if  given   or  made,   such  information  or
representation   must  not be  relied upon as
having  been  authorized  by  the  Company or
by  any selling shareholder.  This prospectus
does  not  constitute  an offer to sell, or a
solicitation   of   an   offer   to  buy, any
securities    other   than   the   registered
securities  to  which it relates, or an offer
to  sell,  or a  solicitation  of an offer to
buy,  in any  jurisdiction  in  which  it  is
unlawful to make such offer or  solicitation.                  SKYMALL, INC.
Neither the delivery of this  prospectus  nor
any sale made  hereunder  shall,  under   any
circumstances,  create  an  implication  that
there has been no  change in the  affairs  of
the Company since  the date  hereof  or  that                1,843,465 SHARES
the information  contained herein is  correct                  COMMON STOCK
as of any time subsequent to the date hereof.


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

             TABLE OF CONTENTS
                                         Page
                                         ----

Where You Can Find More Information......  2
 Incorporation of Certain Documents
 By Reference............................  2
Prospectus Summary.......................  4
The Company..............................  4
Our Operations...........................  4                 NOVEMBER ___, 1999
The Offering.............................  8
Risk Factors.............................  9
Selling Shareholders..................... 16
Use of Proceeds.......................... 18
Determination of Offering Price.......... 18
Plan of Distribution..................... 18
Description of Securities................ 20
Legal Matters............................ 23
Experts.................................. 23

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

<PAGE>

                               PART II TO FORM S-3

                   INFORMATION NOT REQUIRED IN THE PROSPECTUS


ITEM 14.  OTHER EXPENSES OF ISSUANCE AND DISTRIBUTION

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


     SEC Registration Fee.............................$   5,109
     Legal Fees and Expenses..........................   10,000
     Accounting Fees and Expenses.....................    5,000
     Printing and Engraving Expenses..................    1,000
     Blue Sky Fees and Expenses.......................    1,000
     Miscellaneous....................................    3,891
                                                      ---------

      Total...........................................$  26,000



ITEM 15.  INDEMNIFICATION OF DIRECTORS AND OFFICERS

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

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

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

                                      II-1

<PAGE>

ITEM 16.  EXHIBITS

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

  4.1     Form of Common Stock Certificate                            (1)
  4.2     Form of Warrant issued to investors in the
          private placement                                           (2)
  4.3     Form of Warrant issued to Ryan, Beck & Co., Inc.,
          Michael J. Kollender and Randy Rock as placement
          agents in the private placement                             (1)
  4.4     Warrant issued to Shoreline Pacific as a placement
          agent in the private placement                              (1)
  5       Opinion re: legality of the securities being
          registered                                                  (1)
10.1      Stock and Warrant Purchase Agreement                        (2)
23.1      Consent of Independent Public Accountants                   (1)
23.2      Consent of Counsel                                     See Exhibit 5
24        Powers of Attorney                                  See Signature Page

- ---------------
(1)      Filed herewith.
(2)      Incorporated by reference to the Registrant's  Quarterly Report on Form
         10-Q for the Quarter Ended September 30, 1999.


ITEM 17.  UNDERTAKINGS

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

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

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

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

                                      II-2

<PAGE>

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

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

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

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

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

                                      II-3

<PAGE>

                                   SIGNATURES

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

                                              SKYMALL, INC.,
                                              a Nevada Corporation


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


                            SPECIAL POWER OF ATTORNEY

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

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

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


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

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


                                      S-1
<PAGE>

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


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


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


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


                                      S-2
<PAGE>

                                  EXHIBIT INDEX


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

  4.1     Form of Common Stock Certificate                            (1)
  4.2     Form of Warrant issued to investors in the
          private placement                                           (2)
  4.3     Form of Warrant issued to Ryan, Beck & Co., Inc.,
          Michael J. Kollender and Randy Rock as placement
          agents in the private placement                             (1)
  4.4     Warrant issued to Shoreline Pacific as a placement
          agent in the private placement                              (1)
  5       Opinion re: legality of the securities being
          registered                                                  (1)
10.1      Stock and Warrant Purchase Agreement                        (2)
23.1      Consent of Independent Public Accountants                   (1)
23.2      Consent of Counsel                                     See Exhibit 5
24        Powers of Attorney                                  See Signature Page

- ---------------
(1)      Filed herewith.
(2)      Incorporated by reference to the Registrant's  Quarterly Report on Form
         10-Q for the Quarter Ended September 30, 1999.



                                                                     EXHIBIT 4.1

                        FORM OF COMMON STOCK CERTIFICATE

Stock  Certificate with a Certificate No., the number of shares and the SkyMall,
Inc. logo, with the following text:

"SkyMall,  Inc.,  incorporated under the laws of Nevada,  CUSIP No. 830859 10 4.
The Corporation is authorized to issue  50,000,000  shares of Common Stock,  par
value $.001 each. This certifies that  ________________ is the owner of ________
shares  of  fully  paid  and  non-assessable  Common  Stock  of  SkyMall,  Inc.,
transferable only on the books of the Corporation by the holder hereof in person
or by  duly  appointed  attorney-in-fact  upon  surrender  of  this  Certificate
properly  endorsed.  This  Certificate  is not  valid  until  countersigned  and
registered by the Transfer Agent and Registrar.  This certificate and the shares
of Common Stock represented  hereby are received and held subject to the laws of
the State of Nevada and to the Articles of  Incorporation  and the Bylaws of the
Corporation,  all as from time to time amended and the owner of this Certificate
by accepting the same expressly  asserts thereto.

In witness whereof,  the said
Corporation  has caused  this  Certificate  to be signed by its duly  authorized
officers  and its  Corporate  Seal to be  hereunto  affixed."

Dated:  ______________________


_____________________________                    _______________________________
Secretary                                        President


                                 Corporate Seal

Countersigned and Registered:

CONTINENTAL STOCK TRANSFER & TRUST COMPANY
                         (Jersey City, NJ)
              TRANSFER AGENT AND REGISTRAR

BY _______________________________________
                        AUTHORIZED OFFICER


<PAGE>

Back of Certificate:  various abbreviations and the language:

The following  abbreviations,  when used in the  inscription on the face of this
certificate,  shall  be  construed  as  though  they  were  written  out in full
according to applicable laws or regulations:

<TABLE>
<S>                                            <C>
TEN COM -- as tenants in common                UNIF GIFT MIN ACT - ________ Custodian _________
TEN ENT -- as tenants by the entireties                             (Cust)             (Minor)
JT TEN --  as joint tenants with right of                         under Uniform Gifts to Minors
           survivorship and not as tenants in                     Act__________________________
           common                                                            (State)

                                               UNIF TRF MIN ACT -  _______ Custodian (until age _____)
                                                                    (Cust)
                                                                   _________ under Uniform Transfers
                                                                   (Minor)
                                                                   to Minors Act _____________________
                                                                                       (State)


</TABLE>

    Additional abbreviations may also be used though not in the above list.


   For value received _________________ hereby sells, assigns and transfers unto

PLEASE INSERT SOCIAL SECURITY OR OTHER
   IDENTIFYING NUMBER OF ASSIGNEE
- --------------------------------------
|                                    |
|                                    |
- --------------------------------------------------------------------------------

- --------------------------------------------------------------------------------
             PLEASE PRINT OR TYPEWRITE NAME AND ADDRESS OF ASSIGNEE

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

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

_________________________________________________________________________ Shares
of the  capital  stock  represented  by the  within  Certificate,  and do hereby
irrevocably constitute and appoint


_______________________________________________________________ Attorney-in-fact
to transfer  the said stock on the books of the  within-named  Corporation  with
full power of substitution in the premises.

Dated _____________________


                                       _________________________________________

                                       _________________________________________
                                       NOTICE: THE SIGNATURE TO THIS ASSIGNMENT
                                       MUST CORRESPOND WITH THE NAME(S) AS
                                       WRITTEN UPON THE FACE OF THE CERTIFICATE
                                       IN EVERY PARTICULAR, WITHOUT ALTERATION
                                       OR ENLARGEMENT OR ANY CHANGE WHATEVER.

Signature(s) Guaranteed


By __________________________________
THE SIGNATURE(S) SHOULD BE GUARANTEED
BY AN ELIGIBLE GUARANTOR INSTITUTION
(BANKS, STOCKBROKERS, SAVINGS AND LOAN
ASSOCIATIONS AND CREDIT UNIONS WITH
MEMBERSHIP IN AN APPROVED SIGNATURE
GUARANTEE MEDALLION PROGRAM), PURSUANT
TO S.E.C. RULE 17Ad-15.


This certificate also evidences and entitles the holder hereof to certain Rights
as set forth in the Rights  Agreement  between  SkyMall,  Inc.  ("SkyMall")  and
Continental  Stock  Transfer  & Trust  Company,  as  Rights  Agent,  dated as of
September  15,  1999,  as the same may be amended from time to time (the "Rights
Agreement"),  the terms of which are incorporated herein by reference and a copy
of which is on file at the principal executive office of SkyMall.  Under certain
circumstances,  as set  forth  in the  Rights  Agreement,  such  Rights  will be
evidenced  by  separate  certificates  and will no longer be  evidenced  by this
certificate.  SkyMall will mail to the holder of this  certificate a copy of the
Rights  Agreement  without  charge  after  receipt  by it of a  written  request
therefor.  UNDER  CERTAIN  CIRCUMSTANCES  AS PROVIDED  IN THE RIGHTS  AGREEMENT,
RIGHTS ISSUED TO,  BENEFICIALLY  OWNED BY OR TRANSFERRED TO ANY PERSON WHO IS OR
BECOMES AN ACQUIRING PERSON (AS DEFINED IN THE RIGHTS AGREEMENT) OR AN ASSOCIATE
OR  AFFILIATE  (AS  DEFINED  IN  THE  RIGHTS  AGREEMENT)   THEREOF  AND  CERTAIN
TRANSFEREES THEREOF WILL BE NULL AND VOID AND WILL NO LONGER BE TRANSFERABLE.


                                                                     Exhibit 4.3

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

                                  SKYMALL, INC.

                                       AND

                            ________________________

                                PLACEMENT AGENT'S

                                WARRANT AGREEMENT

                          DATED AS OF NOVEMBER 4, 1999

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

     PLACEMENT  AGENT'S  WARRANT  AGREEMENT dated as of November 4, 1999 between
SKYMALL,     INC.,    a    Nevada     corporation    (the    "Company"),     and
_________________________  (hereinafter  referred to variously as the  "Holder",
"_________" or the "Placement Agent").

                              W I T N E S S E T H:

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

     WHEREAS, _______________ has agreed pursuant to a Placement Agent agreement
(the "Placement Agent's Agreement") dated August 2, 1999 and amended October 25,
1999 between  _______________ (the "Placement Agent"), and the Company to act as
Placement Agent to the Company; and

     WHEREAS,   the  Company  proposes  to  issue  to  _______________   (and/or
designees)  the  Warrants  in  connection  with  payment for  Placement  Agent's
services;

     NOW,  THEREFORE,   in  consideration  of  the  premises,   the  payment  by
___________  to the Company of an  aggregate of six dollars and ninety one cents
($6.91),   the  agreements   herein  set  forth  and  other  good  and  valuable
consideration, hereby acknowledged, the parties hereto agree as follows:


<PAGE>

     1.   GRANT. __________ is hereby granted the right to purchase, at any time
from November 4, 1999,  until 5:30 P.M.,  New York time, on November 4, 2004, up
to an aggregate  of  _____________  shares of Common Stock (the  "Shares") at an
initial  exercise  price (subject to adjustment as provided in SECTION 8 hereof)
of $8.10 per share of Common Stock  subject to the terms and  conditions of this
Agreement.  Except as set forth herein, the Shares issuable upon exercise of the
Warrants are in all  respects  identical to the shares of Common Stock that have
been issued to the public.

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

     3.   EXERCISE OF WARRANT.

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

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

          3.3  DEFINITION OF MARKET PRICE.  As used herein,  the phrase  "Market
Price" at any date shall bE deemed to be the last  reported  sale price,  or, in


                                       2
<PAGE>

case no such  reported  sale takes  place on such day,  the  average of the last
reported  sale  prices for the last three (3)  trading  days,  in either case as
officially  reported by the  principal  securities  exchange on which the Common
Stock is listed or admitted to trading or by the Nasdaq National Market ("NNM"),
or, if the Common  Stock is not listed or  admitted  to trading on any  national
securities  exchanged  or  quoted  by NNM,  the  average  closing  bid  price as
furnished  by the NASD through NNM or similar  organization  if NNM is no longer
reporting  such  information,  or if the Common  Stock is not quoted on NNM,  as
determined in good faith by resolution of the Board of Directors of the Company,
based on the best information available to it.

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

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

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

          6.   EXERCISE PRICE.

               6.1  INITIAL AND  ADJUSTED  EXERCISE  PRICE.  Except as otherwise
provided in SECTION 8 hereof,  thE initial  exercise price of each Warrant shall
be $8.10 per share of Common  Stock.  The adjusted  exercise  price shall be the
price which shall result from time to time from any and all  adjustments  of the
initial  exercise  price in accordance  with the provisions of SECTION 8 hereof.
Any transfer of a Warrant shall constitute an automatic  transfer and assignment
of the  registration  rights  set forth in SECTION 7 hereof  with  regard to the
Common Stock, properties or rights underlying the Warrants.

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


                                       3
<PAGE>

          7.   REGISTRATION RIGHTS.

               7.1  PIGGYBACK REGISTRATION. If, at any time commencing after the
date hereof and expiring  seven (7) years from the effective  date,  the Company
proposes to register any of its equity  securities  under the Act (other than in
connection  with a merger or pursuant  to Form S-8 or S-4) it will give  written
notice by registered mail, at least thirty (30) days prior to the filing of each
such registration  statement,  to ____________ and to all other Holder(s) of the
Warrants  and/or  the  Warrant   Securities  of  its  intention  to  do  so.  If
_______________  or other  Holder(s) of the Warrants  and/or Warrant  Securities
notify the Company  within  twenty (20)  business days after receipt of any such
notice of its or their desire to include any such  securities  in such  proposed
registration statement, the Company shall afford ____________ and such Holder(s)
of the Warrants  and/or  Warrant  Securities  the  opportunity  to have any such
Warrant  Securities  registered  under such  registration  statement  (sometimes
referred to herein as the "Piggyback Registration").

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

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

               7.2  DEMAND REGISTRATION.

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

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


                                       4
<PAGE>

               (c)  In addition to the registration rights under SECTION 7.1 and
subsection (a) of this SECTION 7.2, at any time commencing after the date hereof
and  expiring  five (5) years from the  effective  date,  any Holder of Warrants
and/or Warrant  Securities shall have the right,  exercisable by written request
to the Company, to have the Company prepare and file, on one occasion,  with the
Commission a registration  statement so as to permit a public  offering and sale
for nine (9)  consecutive  months by any such Holder of its Warrant  Securities,
provided,  however, that the provisions of SECTION 7.3(b) hereof shall not apply
to any such registration request and registration and all costs incident thereto
shall be at the expense of the Holder or Holders making such request.

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

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

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

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

               (c)  The  Company  will take all  necessary  action  which may be
required in  qualifying  or  registering  the Warrant  Securities  included in a
registration  statement  for offering and sale under the  securities or blue sky
laws of such states as reasonably are requested by the Holder(s),  provided that


                                       5
<PAGE>

the Company  shall not be  obligated  to execute or file any general  consent to
service of process or to qualify as a foreign  corporation  to do business under
the laws of any such jurisdiction.

               (d)  The Company  shall  indemnify  the  Holder(s) of the Warrant
Securities to be sold pursuant to any registration statement and each person, if
any,  who  controls  such Holder  within the meaning of SECTION 15 of the Act or
SECTION 20(a) of the Securities  Exchange Act of 1934, as amended (the "Exchange
Act"),  against all loss,  claim,  damage,  expense or liability  (including all
expenses  reasonably  incurred in investigating,  preparing or defending against
any claim whatsoever) to which any of them may become subject under the Act, the
Exchange Act or otherwise, arising from such registration statement.

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

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

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

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

               (i)  The Company shall as soon as practicable after the effective
date  of  the  registration  statement,  and  in  any  event  within  15  months
thereafter,  make  "generally  available  to its security  holders"  (within the


                                       6
<PAGE>

meaning  of Rule 158 under the Act) an  earnings  statement  (which  need not be
audited)  complying  with  SECTION  11(a) of the Act and covering a period of at
least  12  consecutive   months  beginning  after  the  effective  date  of  the
registration statement.

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

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

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

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


                                       7
<PAGE>

     8.   ADJUSTMENTS TO EXERCISE PRICE AND NUMBER OF SECURITIES.

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

          8.2  STOCK DIVIDENDS AND DISTRIBUTIONS.  In case the Company shall pay
a  dividend  in, or make A  distribution  of,  shares of Common  Stock or of the
Company's  capital stock convertible into Common Stock, the Exercise Price shall
forthwith be  proportionately  decreased.  An  adjustment  made pursuant to this
SECTION 8.2 shall be made as of the record date for the subject  stock  dividend
or distribution.

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

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

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

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

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


                                       8
<PAGE>

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

          9.   EXCHANGE AND  REPLACEMENT OF WARRANT  CERTIFICATES.  Each Warrant
Certificate is exchangeable  without expense,  upon the surrender thereof by the
registered  Holder at the principal  executive office of the Company,  for a new
Warrant  Certificate  of like tenor and date  representing  in the aggregate the
right to purchase the same number of Warrant Securities in such denominations as
shall be designated by the Holder thereof at the time of such surrender.

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

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

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

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

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


                                       9
<PAGE>

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

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

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

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

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

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

          (c)  If to ___________, to __________________________________________,
Attention: ___________________.

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

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


                                       10
<PAGE>

          16.  TERMINATION.  This  Agreement  shall  terminate  at the  close of
business on November 4, 2006. Notwithstanding the foregoing, the indemnification
provisions  of  SECTION  7 shall  survive  such  termination  until the close of
business on November 4, 2012.

          17.  GOVERNING  LAW;  SUBMISSION TO  JURISDICTION.  This Agreement and
each Warrant  Certificate issued hereunder shall be deemed to be a contract made
under the laws of the State of New York and for all purposes  shall be construed
in accordance  with the laws of said State without giving effect to the rules of
said State governing the conflicts of laws.

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

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

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

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

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

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


                                       11
<PAGE>

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


                                       SKYMALL, INC.



                                       By: _____________________________________

                                       Name: ___________________________________

                                       Title: __________________________________
Attest:


____________________________________
Secretary


                                       _________________________________________


                                       By: _____________________________________

                                       Name: ___________________________________

                                       Title: __________________________________



                                       12
<PAGE>

                                    EXHIBIT A

                          [FORM OF WARRANT CERTIFICATE]

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

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

                            EXERCISABLE ON OR BEFORE

                   5:30 P.M., NEW YORK TIME, November 4, 2004

No. W-_________ Warrants to Purchase

         ______ Shares of Common Stock


                               WARRANT CERTIFICATE

     This Warrant  Certificate  certifies that , or registered  assigns,  is the
registered  holder of ______  Warrants to purchase  initially,  at any time from
November 4, 1999 until 5:30 p.m. New York time on November 4, 2004  ("Expiration
Date"), up to (______) __________________________________________ fully-paid and
non-assessable  shares of common  stock,  ("Common  Stock") of SKYMALL,  INC., a
Nevada  corporation  (the  "Company"),  (one share of Common  Stock  referred to
individually  as a  "Security"  and  collectively  as the  "Securities")  at the
initial  exercise price,  subject to adjustment in certain events (the "Exercise
Price"),  of $8.10 per share of Common  Stock  upon  surrender  of this  Warrant
Certificate  and  payment  of the  Exercise  Price at an office or agency of the
Company,  but  subject to the  conditions  set forth  herein and in the  warrant
agreement  dated as of November 4, 1999 between the Company,  and  _____________
(the  "Warrant  Agreement").  Payment  of the  Exercise  Price  shall be made by
certified or official bank check in New York Clearing House funds payable to the
order of the Company or by surrender of this Warrant  Certificate  in connection
with an election to purchase pursuant to Section 3.2.

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

                                       A-1
<PAGE>

     The  Warrants  evidenced  by this  Warrant  Certificate  are part of a duly
authorized  issue of Warrants  issued pursuant to the Warrant  Agreement,  which
Warrant Agreement is hereby incorporated by reference in and made a part of this
instrument and is hereby referred to for a description of the rights, limitation
of rights, obligations,  duties and immunities thereunder of the Company and the
holder(s) (the words "holder" or  "holder(s)"  meaning the registered  holder or
registered holder(s)) of the Warrants.

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

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

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

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

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


                                      A-2
<PAGE>




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

Dated as of NOVEMBER 4, 1999




                                       SKYMALL, INC.

[SEAL]

                                       By: _____________________________________

                                       Name: ___________________________________

                                       Title: __________________________________
Attest:


____________________________________
Secretary



                                      A-3

<PAGE>

             [FORM OF ELECTION TO PURCHASE PURSUANT TO SECTION 3.1]

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

                        ________ shares of Common Stock;

and herewith tenders in payment for such securities a certified or official bank
check payable in New York Clearing House Funds to the order of SkyMall,  Inc. in
the  amount  of $ , all in  accordance  with  the  terms of  Section  3.1 of the
Placement  Agent's  Warrant  Agreement  dated as of  November  4,  1999  between
SkyMall,  Inc.  and  ______________________.  The  undersigned  requests  that a
certificate  for such  securities  be registered in the name of whose address is
and that such Certificate be delivered to  ______________________  whose address
is ___________________.

Dated:

     Signature  _____________________________

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


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


                                      A-4
<PAGE>

             [FORM OF ELECTION TO PURCHASE PURSUANT TO SECTION 3.2]


     The  undersigned   hereby   irrevocably   elects  to  exercise  the  right,
represented by this Warrant  Certificate,  to purchase shares of Common Stock of
SKYMALL,  INC.,  in  accordance  with the terms of Section  3.2 of that  certain
Warrant  Agreement  dated as of  November  4, 1999  between  Skymall,  Inc.  and
_______________   and   herewith   tenders  in  payment   for  such   securities
__________________________ Warrants. The undersigned requests that a certificate
for such  securities  be  registered  in the name of  __________________________
whose  address  is   ___________________________________________and   that  such
Certificate  be  delivered  to  ___________________________   whose  address  is
___________________________.



Dated: _________________________________



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


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


                                      A-5
<PAGE>

                              [FORM OF ASSIGNMENT]

             (To be executed by the registered holder if such holder

                  desires to transfer the Warrant Certificate.)

FOR VALUE RECEIVED ____________________ hereby sells, assigns and transfers unto

                  (Please print name and address of transferee)

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

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

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


                                      A-6

                                                                     Exhibit 4.4


THIS WARRANT AND THE SHARES  ISSUABLE UPON THE EXERCISE OF THIS WARRANT HAVE NOT
BEEN  REGISTERED  UNDER  THE  SECURITIES  ACT OF 1933,  AS  AMENDED.  EXCEPT  AS
OTHERWISE SET FORTH  HEREIN,  NEITHER THIS WARRANT NOR ANY OF SUCH SHARES MAY BE
SOLD,  TRANSFERRED  OR  ASSIGNED  IN THE  ABSENCE OF AN  EFFECTIVE  REGISTRATION
STATEMENT FOR SUCH SECURITIES UNDER SAID ACT OR, AN OPINION OF COUNSEL, IN FORM,
SUBSTANCE   AND  SCOPE,   CUSTOMARY   FOR  OPINIONS  OF  COUNSEL  IN  COMPARABLE
TRANSACTIONS,  THAT  REGISTRATION  IS NOT REQUIRED UNDER SUCH ACT OR UNLESS SOLD
PURSUANT TO RULE 144 UNDER SUCH ACT.

                                                                        Right to
                                                                        Purchase
                                                                          60,000
                                                                       Shares of
                                                                   Common Stock,
                                                                 par value $.001
                                                                       per share

                             STOCK PURCHASE WARRANT

     THIS CERTIFIES THAT, for value received,  SHORELINE  PACIFIC  INSTITUTIONAL
FINANCE or its registered assigns, is entitled to purchase from SKYMALL, INC., a
Nevada corporation (the "Company"),  at any time or from time to time during the
period specified in Paragraph 2 hereof,  Sixty Thousand  (60,000) fully paid and
nonassessable  shares of the Company's  Common Stock,  par value $.001 per share
(the "Common  Stock"),  at an exercise  price of $9.12 per share (the  "Exercise
Price").  The term  "Warrant  Shares," as used  herein,  refers to the shares of
Common Stock  purchasable  hereunder.  The Warrant Shares and the Exercise Price
are subject to adjustment  as provided in Paragraph 4 hereof.  The term Warrants
means this Stock Purchase Warrant.

     This Warrant is subject to the following terms, provisions, and conditions:

     1.   MANNER OF  EXERCISE;  ISSUANCE  OF  CERTIFICATES;  PAYMENT FOR SHARES.
Subject to the  provisions  hereof,  this Warrant may be exercised by the holder
hereof,  in whole or in part, by the surrender of this Warrant,  together with a
completed  exercise  agreement  in  the  form  attached  hereto  (the  "Exercise
Agreement"),  to the Company during normal business hours on any business day at
the Company's principal executive offices (or such other office or agency of the
Company  as it may  designate  by notice  to the  holder  hereof),  and upon (i)
payment to the Company in cash,  by certified or official  bank check or by wire
transfer  for the account of the Company of the  Exercise  Price for the Warrant
Shares specified in the Exercise  Agreement or (ii) delivery to the Company of a
written  notice of an election to effect a  "Cashless  Exercise"  (as defined in
Section 11(c) below) for the Warrant Shares specified in the Exercise Agreement.
The  Warrant  Shares so  purchased  shall be  deemed to be issued to the  holder
hereof or such holder's designee,  as the record owner of such shares, as of the
close of business on the date on which this Warrant shall have been surrendered,
the completed  Exercise  Agreement shall have been delivered,  and payment shall
have been made for such shares (or an election to effect a Cashless Exercise has


<PAGE>

been made) as set forth above. Certificates for the Warrant Shares so purchased,
representing the aggregate number of shares specified in the Exercise Agreement,
shall be delivered to the holder hereof within a reasonable  time, not exceeding
two (2) business  days,  after this Warrant  shall have been so  exercised.  The
certificates so delivered shall be in such  denominations as may be requested by
the holder  hereof and shall be  registered  in the name of such  holder or such
other name as shall be  designated  by such holder.  If this Warrant  shall have
been exercised only in part, then, unless this Warrant has expired,  the Company
shall, at its expense, at the time of delivery of such certificates,  deliver to
the holder a new Warrant representing the number of shares with respect to which
this Warrant shall not then have been exercised.

          Notwithstanding anything in this Warrant to the contrary,  in no event
shall the Holder of this  Warrant be  entitled  to exercise a number of Warrants
(or portions  thereof) in excess of the number of Warrants (or portions thereof)
upon  exercise  of which the sum of (i) the  number  of  shares of Common  Stock
beneficially  owned by the  Holder  and its  affiliates  and (ii) the  number of
shares of Common  Stock  issuable  upon  exercise of the  Warrants  (or portions
thereof) with respect to which the determination described herein is being made,
would result in  beneficial  ownership by the Holder and its  affiliates of more
than 4.9% of the  outstanding  shares  of  Common  Stock.  For  purposes  of the
immediately  preceding  sentence,  beneficial  ownership  shall be determined in
accordance  with  Section  13(d) of the  Securities  Exchange  Act of  1934,  as
amended, and Regulation 13D-G thereunder, except as otherwise provided in clause
(i) hereof.

     2.   PERIOD OF EXERCISE.  This Warrant is  exercisable  at any time or from
time to time on or after the date on which this Warrant is issued and  delivered
(the "Issue  Date") and before 5:00 p.m.,  New York City time on the third (3rd)
anniversary of the Issue Date (the "Exercise Period").

     3.   CERTAIN  AGREEMENTS OF THE COMPANY.  The Company hereby  covenants and
agrees as follows:

          (a)  SHARES TO BE FULLY PAID. All Warrant  Shares will,  upon issuance
in accordance with the terms of this Warrant, be validly issued, fully paid, and
nonassessable  and free from all taxes,  liens,  and charges with respect to the
issue thereof.

          (b)  RESERVATION OF SHARES.  During the Exercise  Period,  the Company
shall at all times have  authorized,  and  reserved  for the purpose of issuance
upon exercise of this Warrant,  a sufficient number of shares of Common Stock to
provide for the exercise of this Warrant.

          (c)  LISTING.  The Company  shall  promptly  secure the listing of the
shares of Common Stock  issuable upon exercise of the Warrant upon each national
securities  exchange or automated quotation system, if any, upon which shares of
Common  Stock are then  listed  (subject to  official  notice of  issuance  upon
exercise of this  Warrant)  and shall  maintain,  so long as any other shares of


                                     Page 2
<PAGE>

Common Stock shall be so listed, such listing of all shares of Common Stock from
time to time issuable  upon the exercise of this Warrant;  and the Company shall
so list on each national  securities  exchange or automated quotation system, as
the case may be, and shall maintain such listing of, any other shares of capital
stock of the Company  issuable  upon the exercise of this Warrant if and so long
as any  shares of the same  class  shall be listed on such  national  securities
exchange or automated quotation system.

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

          (e)  SUCCESSORS  AND  ASSIGNS.  This  Warrant will be binding upon any
entity succeeding to the Company by merger, consolidation, or acquisition of all
or substantially all the Company's assets.

     4.   ANTIDILUTION  PROVISIONS.  During the  Exercise  Period,  the Exercise
Price and the number of Warrant Shares shall be subject to adjustment  from time
to time as provided in this Paragraph 4.

          In the event that any  adjustment  of the  Exercise  Price as required
herein results in a fraction of a cent,  such Exercise Price shall be rounded up
to the nearest cent.

          (a)  ADJUSTMENT  OF EXERCISE  PRICE AND NUMBER OF SHARES UPON ISSUANCE
OF COMMON  STOCK.  Except as  otherwise  provided  in  Paragraphs  4(c) and 4(e)
hereof, if and whenever on or after the Issue Date of this Warrant,  the Company
issues or sells,  or in accordance  with Paragraph 4(b) hereof is deemed to have
issued  or sold,  any  shares  of Common  Stock  for no  consideration  or for a
consideration per share (before deduction of reasonable  expenses or commissions
or underwriting  discounts or allowances in connection  therewith) less than the
Market  Price  (as  hereinafter  defined)  on the date of  issuance  (or  deemed
issuance) of such Common Stock (a "Dilutive  Issuance"),  then  immediately upon
the Dilutive Issuance,  the Exercise Price will be reduced to a price determined
by multiplying  the Exercise Price in effect  immediately  prior to the Dilutive


                                     Page 3
<PAGE>

Issuance by a fraction, (i) the numerator of which is an amount equal to the sum
of (x) the number of shares of Common  Stock  actually  outstanding  immediately
prior  to the  Dilutive  Issuance,  plus  (y)  the  quotient  of  the  aggregate
consideration, calculated as set forth in Paragraph 4(b) hereof, received by the
Company  upon such  Dilutive  Issuance  divided  by the  Market  Price in effect
immediately prior to the Dilutive Issuance, and (ii) the denominator of which is
the total number of shares of Common Stock Deemed Outstanding (as defined below)
immediately after the Dilutive Issuance.

          (b)  EFFECT ON  EXERCISE  PRICE OF CERTAIN  EVENTS.  For  purposes  of
determining  the  adjusted  Exercise  Price under  Paragraph  4(a)  hereof,  the
following will be applicable:

               (i)  ISSUANCE OF RIGHTS OR OPTIONS.  If the Company in any manner
     issues  or  grants  any  warrants,   rights  or  options,  whether  or  not
     immediately  exercisable,  to subscribe for or to purchase  Common Stock or
     other  securities   convertible  into  or  exchangeable  for  Common  Stock
     ("Convertible  Securities") (such warrants,  rights and options to purchase
     Common  Stock or  Convertible  Securities  are  hereinafter  referred to as
     "Options")  and the price per share for which Common Stock is issuable upon
     the  exercise of such  Options is less than the Market Price on the date of
     issuance or grant of such Options,  then the maximum total number of shares
     of Common Stock  issuable upon the exercise of all such Options will, as of
     the  date of the  issuance  or  grant  of such  Options,  be  deemed  to be
     outstanding  and to have been issued and sold by the Company for such price
     per share. For purposes of the preceding sentence, the "price per share for
     which  Common  Stock is  issuable  upon the  exercise  of such  Options" is
     determined by dividing (i) the total amount, if any, received or receivable
     by the Company as  consideration  for the  issuance or granting of all such
     Options, plus the minimum aggregate amount of additional consideration,  if
     any, payable to the Company upon the exercise of all such Options, plus, in
     the case of  Convertible  Securities  issuable  upon the  exercise  of such
     Options, the minimum aggregate amount of additional  consideration  payable
     upon the  conversion  or  exchange  thereof  at the time  such  Convertible
     Securities first become  convertible or  exchangeable,  by (ii) the maximum
     total  number of shares of Common Stock  issuable  upon the exercise of all
     such Options  (assuming  full  conversion  of  Convertible  Securities,  if
     applicable).  No further adjustment to the Exercise Price will be made upon
     the actual  issuance of such Common Stock upon the exercise of such Options
     or upon the conversion or exchange of Convertible  Securities issuable upon
     exercise of such Options.

               (ii) ISSUANCE OF  CONVERTIBLE  SECURITIES.  If the Company in any
     manner  issues  or  sells  any  Convertible  Securities,   whether  or  not
     immediately  convertible  (other than where the same are issuable  upon the
     exercise  of  Options)  and the price per share for which  Common  Stock is
     issuable upon such  conversion or exchange is less than the Market Price on
     the date of issuance of such Convertible Securities, then the maximum total
     number of shares of Common Stock  issuable upon the  conversion or exchange
     of all such Convertible  Securities will, as of the date of the issuance of


                                     Page 4
<PAGE>

     such Convertible  Securities,  be deemed to be outstanding and to have been
     issued and sold by the Company for such price per share.  For the  purposes
     of the preceding  sentence,  the "price per share for which Common Stock is
     issuable  upon such  conversion  or exchange" is determined by dividing (i)
     the  total  amount,  if any,  received  or  receivable  by the  Company  as
     consideration for the issuance or sale of all such Convertible  Securities,
     plus the minimum  aggregate  amount of  additional  consideration,  if any,
     payable to the Company upon the conversion or exchange  thereof at the time
     such Convertible  Securities first become  convertible or exchangeable,  by
     (ii) the maximum  total number of shares of Common Stock  issuable upon the
     conversion  or  exchange  of all such  Convertible  Securities.  No further
     adjustment to the Exercise  Price will be made upon the actual  issuance of
     such  Common  Stock  upon  conversion  or  exchange  of  such   Convertible
     Securities.

               (iii)CHANGE IN OPTION  PRICE OR  CONVERSION  RATE.  If there is a
     change at any time in (i) the amount of additional consideration payable to
     the Company upon the exercise of any Options; (ii) the amount of additional
     consideration,  if any,  payable  to the  Company  upon the  conversion  or
     exchange  of any  Convertible  Securities;  or (iii)  the rate at which any
     Convertible  Securities are  convertible  into or  exchangeable  for Common
     Stock  (other  than under or by reason of  provisions  designed  to protect
     against dilution),  the Exercise Price in effect at the time of such change
     will be readjusted to the Exercise Price which would have been in effect at
     such time had such  Options or  Convertible  Securities  still  outstanding
     provided for such changed  additional  consideration or changed  conversion
     rate, as the case may be, at the time initially granted, issued or sold.

               (iv) TREATMENT  OF EXPIRED  OPTIONS AND  UNEXERCISED  CONVERTIBLE
     SECURITIES.  If, in any case,  the total  number of shares of Common  Stock
     issuable upon exercise of any Option or upon  conversion or exchange of any
     Convertible  Securities is not, in fact,  issued and the rights to exercise
     such Option or to convert or exchange  such  Convertible  Securities  shall
     have  expired or  terminated,  the  Exercise  Price then in effect  will be
     readjusted  to the  Exercise  Price  which would have been in effect at the
     time of such  expiration  or  termination  had such  Option or  Convertible
     Securities,  to the extent outstanding immediately prior to such expiration
     or  termination  (other  than in respect of the actual  number of shares of
     Common  Stock  issued upon  exercise  or  conversion  thereof),  never been
     issued.

               (v)  CALCULATION OF CONSIDERATION  RECEIVED. If any Common Stock,
     Options or Convertible Securities are issued, granted or sold for cash, the
     consideration  received  therefor  for purposes of this Warrant will be the
     amount  received by the Company  therefor,  before  deduction of reasonable
     commissions,  underwriting  discounts  or  allowances  or other  reasonable
     expenses paid or incurred by the Company in connection  with such issuance,
     grant or sale. In case any Common Stock, Options or Convertible  Securities
     are issued or sold for a consideration  part or all of which shall be other


                                     Page 5
<PAGE>

     than cash, the amount of the consideration  other than cash received by the
     Company  will be the fair value of such  consideration,  except  where such
     consideration  consists  of  securities,   in  which  case  the  amount  of
     consideration  received by the Company will be the Market Price  thereof as
     of the date of receipt.  In case any Common Stock,  Options or  Convertible
     Securities  are  issued  in  connection  with any  acquisition,  merger  or
     consolidation in which the Company is the surviving corporation, the amount
     of  consideration  therefor  will be  deemed  to be the fair  value of such
     portion of the net assets and business of the non-surviving  corporation as
     is attributable to such Common Stock, Options or Convertible Securities, as
     the case may be.  The fair  value of any  consideration  other than cash or
     securities  will be  determined  in good faith by the Board of Directors of
     the Company.

               (vi) EXCEPTIONS TO ADJUSTMENT OF EXERCISE PRICE. No adjustment to
     the  Exercise  Price will be made (i) upon the  exercise  of any  warrants,
     options or convertible  securities  granted,  issued and outstanding on the
     date of  issuance of this  Warrant;  (ii) upon the grant or exercise of any
     stock or options  which may  hereafter  be granted or  exercised  under any
     employee  benefit plan of the Company now existing or to be  implemented in
     the future, so long as the issuance of such stock or options is approved by
     a majority  of the  independent  members of the Board of  Directors  of the
     Company  or a  majority  of  the  members  of a  committee  of  independent
     directors  established for such purpose;  or (iii) upon the exercise of the
     Warrants or the  securities  issued or issuable  pursuant to the Securities
     Purchase Agreement.

          (c)  SUBDIVISION OR COMBINATION OF COMMON STOCK. If the Company at any
time  subdivides  (by  any  stock  split,   stock  dividend,   recapitalization,
reorganization,  reclassification  or  otherwise)  the  shares of  Common  Stock
acquirable  hereunder into a greater number of shares,  then,  after the date of
record for effecting such subdivision,  the Exercise Price in effect immediately
prior to such subdivision will be proportionately reduced. If the Company at any
time  combines  (by  reverse  stock  split,  recapitalization,   reorganization,
reclassification  or otherwise) the shares of Common Stock acquirable  hereunder
into a smaller  number of shares,  then,  after the date of record for effecting
such  combination,  the  Exercise  Price  in  effect  immediately  prior to such
combination will be proportionately increased.

          (d)  ADJUSTMENT  IN NUMBER OF  SHARES.  Upon  each  adjustment  of the
Exercise  Price  pursuant to the  provisions of this  Paragraph 4, the number of
shares of Common Stock  issuable upon exercise of this Warrant shall be adjusted
by multiplying a number equal to the Exercise Price in effect  immediately prior
to such  adjustment  by the  number  of shares of  Common  Stock  issuable  upon
exercise of this Warrant  immediately  prior to such adjustment and dividing the
product so obtained by the adjusted Exercise Price.

          (e)  CONSOLIDATION,  MERGER OR SALE. In case of any  consolidation  of
the Company  with,  or merger of the Company into any other  corporation,  or in
case of any sale or conveyance of all or substantially  all of the assets of the
Company  other than in  connection  with a plan of complete  liquidation  of the
Company,  then  as  a  condition  of  such  consolidation,  merger  or  sale  or


                                     Page 6
<PAGE>

conveyance,  adequate  provision will be made whereby the holder of this Warrant
will have the right to acquire and receive upon exercise of this Warrant in lieu
of the  shares of  Common  Stock  immediately  theretofore  acquirable  upon the
exercise of this Warrant,  such shares of stock,  securities or assets as may be
issued or payable  with  respect to or in  exchange  for the number of shares of
Common Stock immediately  theretofore acquirable and receivable upon exercise of
this  Warrant had such  consolidation,  merger or sale or  conveyance  not taken
place. In any such case, the Company will make  appropriate  provision to insure
that the provisions of this Paragraph 4 hereof will  thereafter be applicable as
nearly as may be in  relation  to any shares of stock or  securities  thereafter
deliverable  upon the exercise of this Warrant.  The Company will not effect any
consolidation,  merger or sale or  conveyance  unless prior to the  consummation
thereof,  the successor or acquiring  entity (if other than the Company) and, if
an entity  different  from the successor or acquiring  entity,  the entity whose
capital  stock or assets  the  holders of the Common  Stock of the  Company  are
entitled  to  receive  as a  result  of such  consolidation,  merger  or sale or
conveyance  assumes by written instrument the obligations under this Paragraph 4
and the  obligations  to deliver to the holder of this  Warrant  such  shares of
stock, securities or assets as, in accordance with the foregoing provisions, the
holder may be entitled to acquire.

          (f)  DISTRIBUTION OF ASSETS. In case the Company shall declare or make
any distribution of its assets  (including cash) to holders of Common Stock as a
partial liquidating  dividend,  by way of return of capital or otherwise,  then,
after  the  date  of  record  for  determining  stockholders  entitled  to  such
distribution,  but prior to the date of distribution, the holder of this Warrant
shall be entitled  upon  exercise of this Warrant for the purchase of any or all
of the shares of Common  Stock  subject  hereto,  to receive  the amount of such
assets  which  would have been  payable to the holder had such  holder  been the
holder of such shares of Common  Stock on the record date for the  determination
of stockholders entitled to such distribution.

          (g)  NOTICE OF  ADJUSTMENT.  Upon the  occurrence  of any event  which
requires any adjustment of the Exercise Price,  then, and in each such case, the
Company shall give notice  thereof to the holder of this  Warrant,  which notice
shall state the Exercise Price  resulting from such  adjustment and the increase
or  decrease  in the number of  Warrant  Shares  purchasable  at such price upon
exercise,  setting forth in reasonable  detail the method of calculation and the
facts upon which such calculation is based.  Such calculation shall be certified
by the chief financial officer of the Company.

          (h)  MINIMUM  ADJUSTMENT  OF  EXERCISE  PRICE.  No  adjustment  of the
Exercise  Price shall be made in an amount of less than 1% of the Exercise Price
in effect at the time such adjustment is otherwise  required to be made, but any
such lesser  adjustment  shall be carried  forward and shall be made at the time
and  together  with the next  subsequent  adjustment  which,  together  with any
adjustments  so  carried  forward,  shall  amount  to not  less  than 1% of such
Exercise Price.


                                     Page 7
<PAGE>

          (i)  NO FRACTIONAL SHARES. No fractional shares of Common Stock are to
be issued upon the exercise of this  Warrant,  but the Company  shall pay a cash
adjustment in respect of any fractional  share which would otherwise be issuable
in an amount equal to the same fraction of the Market Price of a share of Common
Stock on the date of such exercise.

          (j)  OTHER NOTICES. In case at any time:

               (i)  the Company shall declare any dividend upon the Common Stock
     payable  in shares  of stock of any  class or make any  other  distribution
     (including  dividends  or  distributions  payable  in cash out of  retained
     earnings) to the holders of the Common Stock;

               (ii) the  Company  shall offer for  subscription  pro rata to the
     holders of the Common Stock any additional  shares of stock of any class or
     other rights;

               (iii)there shall be any capital  reorganization  of the  Company,
     or  reclassification of the Common Stock, or consolidation or merger of the
     Company with or into,  or sale of all or  substantially  all its assets to,
     another corporation or entity; or

               (iv) there  shall  be a  voluntary  or  involuntary  dissolution,
     liquidation or winding-up of the Company;

then,  in each such case,  the Company  shall give to the holder of this Warrant
(a) notice of the date on which the books of the Company shall close or a record
shall be taken for  determining  the holders of Common Stock entitled to receive
any such dividend,  distribution,  or subscription rights or for determining the
holders of Common Stock entitled to vote in respect of any such  reorganization,
reclassification,  consolidation,  merger,  sale,  dissolution,  liquidation  or
winding-up  and (b) in the  case of any such  reorganization,  reclassification,
consolidation,  merger, sale, dissolution,  liquidation or winding-up, notice of
the date (or,  if not then  known,  a  reasonable  approximation  thereof by the
Company) when the same shall take place. Such notice shall also specify the date
on which the holders of Common Stock shall be entitled to receive such dividend,
distribution, or subscription rights or to exchange their Common Stock for stock
or  other  securities  or  property   deliverable   upon  such   reorganization,
reclassification,  consolidation,  merger, sale,  dissolution,  liquidation,  or
winding-up,  as the case  may be.  Such  notice  shall be given at least 30 days
prior to the record date or the date on which the Company's  books are closed in
respect thereto. Failure to give any such notice or any defect therein shall not
affect the validity of the proceedings  referred to in clauses (i), (ii),  (iii)
and (iv) above.

          (k)  CERTAIN EVENTS.  If any event occurs of the type  contemplated by
the adjustment  provisions of this Paragraph 4 but not expressly provided for by
such  provisions,  the  Company  will give  notice of such event as  provided in
Paragraph  4(g)  hereof,  and the  Company's  Board of  Directors  will  make an


                                     Page 8
<PAGE>

appropriate  adjustment in the Exercise Price and the number of shares of Common
Stock  acquirable upon exercise of this Warrant so that the rights of the Holder
shall be neither enhanced nor diminished by such event.

          (l)  CERTAIN DEFINITIONS.

               (i)  "COMMON STOCK DEEMED  OUTSTANDING"  shall mean the number of
     shares of Common Stock actually outstanding (not including shares of Common
     Stock held in the treasury of the Company),  plus (x) pursuant to Paragraph
     4(b)(i) hereof, the maximum total number of shares of Common Stock issuable
     upon the exercise of Options,  as of the date of such  issuance or grant of
     such Options,  if any, and (y) pursuant to Paragraph  4(b)(ii) hereof,  the
     maximum total number of shares of Common Stock issuable upon  conversion or
     exchange  of  Convertible  Securities,  as of the date of  issuance of such
     Convertible Securities, if any.

               (ii) "MARKET PRICE," as of any date, (i) means the average of the
     last  reported  sale  prices for the  shares of Common  Stock on the Nasdaq
     National  Market  ("Nasdaq")  for the five  (5)  trading  days  immediately
     preceding  such date as  reported  by  Bloomberg  Financial  Markets  or an
     equivalent  reliable reporting service mutually acceptable to and hereafter
     designated by the holder of this Warrant and the Company ("Bloomberg"),  or
     (ii) if Nasdaq is not the principal trading market for the shares of Common
     Stock,  the  average  of the last  reported  sale  prices on the  principal
     trading  market for the Common  Stock during the same period as reported by
     Bloomberg, or (iii) if market value cannot be calculated as of such date on
     any of the foregoing bases, the Market Price shall be the fair market value
     as reasonably determined in good faith by (a) the Board of Directors of the
     Corporation or, at the option of a  majority-in-interest  of the holders of
     the  outstanding  Warrants,  by  (b)  an  independent  investment  bank  of
     nationally  recognized  standing in the valuation of businesses  similar to
     the business of the corporation. The manner of determining the Market Price
     of the Common Stock set forth in the foregoing  definition shall apply with
     respect to any other  security  in respect of which a  determination  as to
     market value must be made hereunder.

               (iii)"COMMON  STOCK," for purposes of this  Paragraph 4, includes
     the Common Stock,  par value $.001 per share,  and any additional  class of
     stock of the Company having no preference as to dividends or  distributions
     on  liquidation,  provided  that the shares  purchasable  pursuant  to this
     Warrant  shall  include  only shares of Common  Stock,  par value $.001 per
     share, in respect of which this Warrant is exercisable, or shares resulting
     from any subdivision or combination of such Common Stock, or in the case of
     any reorganization, reclassification, consolidation, merger, or sale of the
     character  referred  to in  Paragraph  4(e)  hereof,  the  stock  or  other
     securities or property provided for in such Paragraph.

     5.   ISSUE TAX. The issuance of  certificates  for Warrant  Shares upon the
exercise  of this  Warrant  shall be made  without  charge to the holder of this


                                     Page 9
<PAGE>

Warrant or such shares for any issuance  tax or other costs in respect  thereof,
provided  that the  Company  shall not be  required  to pay any tax which may be
payable in respect of any transfer  involved in the issuance and delivery of any
certificate in a name other than the holder of this Warrant.

     6.   NO RIGHTS OR  LIABILITIES  AS A  SHAREHOLDER.  This Warrant  shall not
entitle the holder  hereof to any voting rights or other rights as a shareholder
of the  Company.  No provision of this  Warrant,  in the absence of  affirmative
action by the holder hereof to purchase Warrant Shares,  and no mere enumeration
herein of the rights or privileges of the holder hereof,  shall give rise to any
liability  of such  holder for the  Exercise  Price or as a  shareholder  of the
Company,  whether  such  liability is asserted by the Company or by creditors of
the Company.

     7.   TRANSFER, EXCHANGE, AND REPLACEMENT OF WARRANT.

          (a)  RESTRICTION  ON TRANSFER.  This Warrant and the rights granted to
the holder hereof are transferable,  in whole or in part, upon surrender of this
Warrant,  together  with a properly  executed  assignment  in the form  attached
hereto,  at the office or agency of the Company  referred to in  Paragraph  7(e)
below,  provided,  however,  that any transfer or assignment shall be subject to
the  conditions set forth in Paragraph 7(f) hereof.  Until due  presentment  for
registration of transfer on the books of the Company,  the Company may treat the
registered  holder hereof as the owner and holder  hereof for all purposes,  and
the Company shall not be affected by any notice to the contrary.

          (b)  WARRANT EXCHANGEABLE FOR DIFFERENT DENOMINATIONS. This Warrant is
exchangeable,  upon the  surrender  hereof by the holder hereof at the office or
agency of the Company  referred to in Paragraph 7(e) below,  for new Warrants of
like tenor  representing  in the  aggregate  the right to purchase the number of
shares  of  Common  Stock  which may be  purchased  hereunder,  each of such new
Warrants to  represent  the right to purchase  such number of shares as shall be
designated by the holder hereof at the time of such surrender.

          (c)  REPLACEMENT  OF  WARRANT.  Upon  receipt of  evidence  reasonably
satisfactory to the Company of the loss,  theft,  destruction,  or mutilation of
this  Warrant and, in the case of any such loss,  theft,  or  destruction,  upon
delivery of an indemnity agreement reasonably satisfactory in form and amount to
the  Company,  or,  in the  case of any  such  mutilation,  upon  surrender  and
cancellation  of this  Warrant,  the Company,  at its expense,  will execute and
deliver, in lieu thereof, a new Warrant of like tenor.

          (d)  CANCELLATION;  PAYMENT OF  EXPENSES.  Upon the  surrender of this
Warrant in connection with any transfer, exchange, or replacement as provided in
this  Paragraph 7, this Warrant shall be promptly  canceled by the Company.  The
Company shall pay all taxes (other than securities transfer taxes) and all other
expenses  (other  than  legal  expenses,  if  any,  incurred  by the  Holder  or
transferees) and charges payable in connection with the preparation,  execution,
and delivery of Warrants pursuant to this Paragraph 7.


                                     Page 10
<PAGE>

          (e)  REGISTER.  The Company shall maintain, at its principal executive
offices (or such other  office or agency of the Company as it may  designate  by
notice to the holder hereof), a register for this Warrant,  in which the Company
shall  record the name and address of the person in whose name this  Warrant has
been issued,  as well as the name and address of each  transferee and each prior
owner of this Warrant.

          (f)  EXERCISE OR TRANSFER WITHOUT REGISTRATION. If, at the time of the
surrender of this Warrant in connection with any exercise, transfer, or exchange
of this  Warrant,  this  Warrant (or, in the case of any  exercise,  the Warrant
Shares issuable hereunder), shall not be registered under the Securities Act and
under  applicable  state securities or blue sky laws, the Company may require at
its expense,  as a condition of allowing such exercise,  transfer,  or exchange,
(i) that the holder or transferee of this Warrant,  as the case may be,  furnish
to the  Company a written  opinion of  counsel,  which  opinion  and counsel are
acceptable  to the  Company,  to the effect  that such  exercise,  transfer,  or
exchange may be made without  registration  under said Act and under  applicable
state  securities or blue sky laws,  (ii) that the holder or transferee  execute
and deliver to the Company an investment letter in form and substance acceptable
to the Company and (iii) that the  transferee  be an  "accredited  investor"  as
defined in Rule 501(a)  promulgated  under the Securities Act;  provided that no
such opinion,  letter or status as an "accredited investor" shall be required in
connection  with a transfer  pursuant to Rule 144 under the Securities  Act. The
first holder of this Warrant, by taking and holding the same,  represents to the
Company that such holder is acquiring this Warrant for investment and not with a
view to the distribution thereof.

     8.   REGISTRATION  RIGHTS.  The initial holder of this Warrant (and certain
assignees  thereof) is entitled  to the benefit of such  registration  rights in
respect of the Warrant  Shares as are set forth in the letter  agreement,  dated
September 8, 1999,  between the Company and the initial  holder of this Warrant.
The Company hereby covenants to include the Warrant Shares in each  Registration
Statement filed pursuant to the Stock and Warrant Purchase  Agreement,  dated as
of November 2, 1999,  among the Company and each  Investor  listed  therein (the
"Stock  and  Warrant  Purchase  Agreement").  In the  event the  initial  holder
transfers this Warrant, or any portion thereof, on one occasion to its employees
following the Issue Date, then the Company  further  covenants to promptly amend
such  Registration  Statement to include the resale of the Warrant Shares by the
new  holders  thereof.  Each  holder of this  Warrant  shall be  entitled to the
benefits of Article IV of the Stock and Warrant Purchase Agreement as if he were
a party thereto.

     9.   NOTICES. All notices,  requests, and other communications  required or
permitted to be given or delivered hereunder to the holder of this Warrant shall
be in writing, and shall be personally delivered,  or shall be sent by certified
or registered mail or by recognized overnight mail courier,  postage prepaid and
addressed,  to such holder at the address  shown for such holder on the books of
the  Company,  or at such  other  address as shall  have been  furnished  to the
Company  by  notice  from  such  holder.  All  notices,   requests,   and  other


                                     Page 11
<PAGE>

communications  required or permitted to be given or delivered  hereunder to the
Company shall be in writing, and shall be personally delivered, or shall be sent
by certified or registered mail or by recognized overnight mail courier, postage
prepaid and  addressed,  to the office of the Company at 1520 East Pima  Street,
Phoenix,  Arizona 85034 Attention:  President and Chief Executive Officer, or at
such other address as shall have been furnished to the holder of this Warrant by
notice from the Company. Any such notice, request, or other communication may be
sent by facsimile, but shall in such case be subsequently confirmed by a writing
personally  delivered or sent by certified or  registered  mail or by recognized
overnight  mail  courier as provided  above.  All notices,  requests,  and other
communications  shall be  deemed to have  been  given  either at the time of the
receipt  thereof by the person entitled to receive such notice at the address of
such person for  purposes of this  Paragraph 9, or, if mailed by  registered  or
certified mail or with a recognized overnight mail courier upon deposit with the
United States Post Office or such overnight mail courier,  if postage is prepaid
and the mailing is properly addressed, as the case may be.

     10.  GOVERNING  LAW.  THIS  WARRANT  SHALL BE GOVERNED BY AND  CONSTRUED IN
ACCORDANCE WITH THE LAWS OF THE STATE OF DELAWARE  APPLICABLE TO AGREEMENTS MADE
AND TO BE PERFORMED IN THE STATE OF DELAWARE  (WITHOUT  REGARD TO  PRINCIPLES OF
CONFLICT OF LAWS). BOTH PARTIES  IRREVOCABLY  CONSENT TO THE JURISDICTION OF THE
UNITED  STATES  FEDERAL  COURTS AND THE STATE  COURTS  LOCATED IN DELAWARE  WITH
RESPECT TO ANY SUIT OR PROCEEDING BASED ON OR ARISING UNDER THIS AGREEMENT,  THE
AGREEMENTS ENTERED INTO IN CONNECTION HEREWITH OR THE TRANSACTIONS  CONTEMPLATED
HEREBY OR THEREBY AND IRREVOCABLY  AGREE THAT ALL CLAIMS IN RESPECT OF SUCH SUIT
OR PROCEEDING MAY BE DETERMINED IN SUCH COURTS.  BOTH PARTIES  IRREVOCABLY WAIVE
THE  DEFENSE  OF AN  INCONVENIENT  FORUM  TO THE  MAINTENANCE  OF  SUCH  SUIT OR
PROCEEDING.  BOTH  PARTIES  FURTHER  AGREE THAT  SERVICE OF PROCESS UPON A PARTY
MAILED BY FIRST CLASS MAIL SHALL BE DEEMED IN EVERY RESPECT EFFECTIVE SERVICE OF
PROCESS  UPON THE PARTY IN ANY SUCH SUIT OR  PROCEEDING.  NOTHING  HEREIN  SHALL
AFFECT EITHER  PARTY'S  RIGHT TO SERVE PROCESS IN ANY OTHER MANNER  PERMITTED BY
LAW. BOTH PARTIES AGREE THAT A FINAL NON-APPEALABLE JUDGMENT IN ANY SUCH SUIT OR
PROCEEDING  SHALL BE CONCLUSIVE  AND MAY BE ENFORCED IN OTHER  JURISDICTIONS  BY
SUIT ON SUCH JUDGMENT OR IN ANY OTHER LAWFUL MANNER.

     11.  MISCELLANEOUS.

          (a)  AMENDMENTS.  This  Warrant and any  provision  hereof may only be
amended by an instrument in writing signed by the Company and the holder hereof.

          (b)  DESCRIPTIVE  HEADINGS.  The  descriptive  headings of the several
paragraphs  of this Warrant are inserted  for  purposes of reference  only,  and
shall not affect the meaning or construction of any of the provisions hereof.


                                     Page 12
<PAGE>

          (c)  CASHLESS  EXERCISE.  Notwithstanding  anything  to  the  contrary
contained in this  Warrant,  this Warrant may be exercised by  presentation  and
surrender of this Warrant to the Company at its principal executive offices with
a written  notice of the  holder's  intention  to  effect a  cashless  exercise,
including  a  calculation  of the number of shares of Common  Stock to be issued
upon such exercise in accordance with the terms hereof (a "Cashless  Exercise").
In the event of a Cashless  Exercise,  in lieu of paying the  Exercise  Price in
cash,  the holder  shall  surrender  this  Warrant  for that number of shares of
Common Stock  determined by multiplying the number of Warrant Shares to which it
would  otherwise be entitled by a fraction,  the numerator of which shall be the
difference  between the then current  Market Price per share of the Common Stock
and the Exercise  Price,  and the denominator of which shall be the then current
Market Price per share of Common Stock.


                  [REMAINDER OF PAGE INTENTIONALLY LEFT BLANK]



                                     Page 13
<PAGE>


          IN WITNESS  WHEREOF,  the Company has caused this Warrant to be signed
     by its duly authorized officer.

                                          SKYMALL, INC.


                                          By: /s/ Robert M. Worsley
                                              ----------------------------------
                                              Robert M. Worsley
                                              Chairman, President and Chief
                                              Executive Officer


Dated as of November ____, 1999


<PAGE>



                           FORM OF EXERCISE AGREEMENT


                                                       Dated:  ________ __, 199_


To: SkyMall, Inc.


     The  undersigned,  pursuant  to the  provisions  set  forth  in the  within
Warrant,  hereby agrees to purchase  ________  shares of Common Stock covered by
such Warrant, and makes payment herewith in full therefor at the price per share
provided by such Warrant in cash or by  certified or official  bank check in the
amount of,  or, if the resale of such  Common  Stock by the  undersigned  is not
currently registered pursuant to an effective  registration  statement under the
Securities  Act of 1933, as amended,  by surrender of  securities  issued by the
Company  (including a portion of the Warrant) having a market value (in the case
of a portion of this Warrant, determined in accordance with Section 11(c) of the
Warrant) equal to $_________.  Please issue a certificate  or  certificates  for
such shares of Common  Stock in the name of and pay any cash for any  fractional
share to:


                                 Name: _________________________________________

                                 Signature: ____________________________________

                                 Address: ______________________________________

                                          ______________________________________

                                 Note: The above  signature  should   correspond
                                       exactly  with the name on the face of the
                                       within Warrant.


and,  if said  number  of shares of  Common  Stock  shall not be all the  shares
purchasable under the within Warrant,  a new Warrant is to be issued in the name
of said undersigned  covering the balance of the shares  purchasable  thereunder
less any fraction of a share paid in cash.


                                     Page 15
<PAGE>

                               FORM OF ASSIGNMENT


     FOR VALUE RECEIVED,  the undersigned hereby sells,  assigns,  and transfers
all the rights of the undersigned under the within Warrant,  with respect to the
number of shares of Common Stock covered thereby set forth hereinbelow, to:

NAME OF ASSIGNEE                      ADDRESS                       NO OF SHARES






, and hereby irrevocably constitutes and appoints  _____________________________
as agent and  attorney-in-fact  to  transfer  said  Warrant  on the books of the
within-named corporation, with full power of substitution in the premises.


Dated:  ________ __, 199_

In the presence of:


_______________________

                                 Name: _________________________________________

                                 Signature: ____________________________________

                                 Title of Signing Officer or Agent (if any):


                                 _______________________________________________

                                 Address: ______________________________________

                                          ______________________________________

                                 Note: The above  signature  should   correspond
                                       exactly  with the name on the face of the
                                       within Warrant.


                                    Page 16


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


                                November 18, 1999

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

Ladies and Gentlemen:

     This  firm  is  counsel  for  SkyMall,  Inc.,  a  Nevada  corporation  (the
"Company").  As such, we are familiar with the Certificate of Incorporation,  as
amended,  and the Bylaws,  as amended,  of the Company,  as well as  resolutions
adopted by its Board of Directors authorizing the issuance and sale of 1,843,465
shares of the  Company's  common  stock,  par value $.001 per share (the "Common
Stock"),  including  700,580  shares of Common Stock  issuable  upon exercise of
outstanding  Warrants (the "Warrants"),  which are the subject of a Registration
Statement on Form S-3 (the "Registration Statement") under the Securities Act of
1933, as amended (the "1993 Act").

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

     Based on such examination,  we are of the opinion that the 1,142,885 shares
of Common Stock are validly issued, fully paid and nonassessable,  and that upon
receipt by the Company of the  consideration  provided for upon  exercise of the
Warrants, the Common Stock, when issued in compliance with the Warrants, will be
validly issued, fully paid and nonassessable.

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

<PAGE>

Securities and Exchange Commission                             November 18, 1999
Page 2


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

                                           Respectfully submitted,

                                           Squire, Sanders & Dempsey L.L.P.



                                                                    Exhibit 23.1


                    CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS



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

                                                             ARTHUR ANDERSEN LLP



Phoenix, Arizona,
  November 17, 1999.



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