EXHIBIT 4.9
                             STOCK OPTION AGREEMENT


                  AGREEMENT,  made  as of  March  15,  1996  between  INDIVIDUAL
INVESTOR GROUP,  INC., a Delaware  corporation (the  "Company"),  and Jay Burzon
("Burzon").

                  WHEREAS,   the  Company  and  Burzon  have   entered  into  an
Employment  Agreement  of even date  herewith  pursuant to which  Burzon will be
employed by the Company ("Employment Agreement"); and

                  WHEREAS,  the Employment  Agreement  provides that the Company
will  grant to Burzon an option to  purchase  an  aggregate  of  100,000  of the
authorized  but unissued  shares of the Common  Stock of the  Company,  $.01 par
value  (the  "Common  Stock"),  on the  terms and  conditions  set forth in this
Agreement; and

                  WHEREAS,  Burzon  desires to acquire  said option on the terms
and  conditions  set forth in this Agreement;

                  IT IS AGREED:

                  1. The  Company  hereby  grants to Burzon the right and option
(the  "Option") to purchase all or any part of an aggregate of 100,000 shares of
the Common  Stock on the terms and  conditions  set forth  herein  (the  "Option
Shares").  The Option is a  non-qualified  stock  option not intended to qualify
under any section of the Internal Revenue Code of 1986, as amended.


                  2. The Option shall be  exercisable as to 33,333 Option Shares
on and after March 15, in each of 1997 and 1998 and as to 33,334  Option  Shares
on and after March 15, 1999.  The Option  Shares may be purchased at an exercise
price of $6.00 per share. After a portion of the Option becomes exercisable,  it
shall remain exercisable,  except as otherwise provided herein,  until the close
of business on March 15, 2006 (the "Exercise Period").

                  3. (a) If Burzon's employment is terminated by the Company for
cause (as  defined in Section  9(a) of the  Employment  Agreement),  the Option,
whether or not exercisable,  shall immediately expire. In addition,  the Company
also may  require  Burzon to return to the  Company  the  economic  value of any
Option  Shares  purchased  under this  Agreement by Burzon  within the six month
period prior to the date of  termination.  In such event,  Burzon shall remit to
the Company in cash the amount equal to the  difference  between the Fair Market
Value (as defined in Section 14 of this  Agreement)  of the Option Shares on the
date of  termination  (or the sales  price of the Option  Shares sold during the
six-month period) and the Exercise Price of the Option Shares.

                           (b)      If Burzon's  employment is terminated by the
Company  without cause (as defined in Section 9(a) of the Employment Agreement),
the portion of the Option, if any, that  was  exercisable  as of the  date  of 
termination  of  employment  may be exercised for a period of six months from 
the termination of employment or until the expiration of the Exercise Period, 
whichever is shorter. The portion of the Option,  if any,  that  was not 
exercisable  as of the date of  termination  of employment shall immediately 
terminate upon the termination of employment.

                           (c)      If  Burzon's  employment  by the  Company  
terminates  by  reason  of  Burzon's disability,  the portion,  if any, of th
Option that was  exercisable as of the date of  termination  of employment may
thereafter be exercised by Burzon or his guardian  or  legal  representative 
for a period  of one year  from the date of termination  of  employment  or
until the  expiration  of the  Exercise  Period, whichever  period is shorter. 
The portion of the Option,  if any,  that was not exercisable  as of the  date
of  termination  of  employment  shall  immediately terminate upon the
termination of employment.

                           (d)      Upon Burzon's  death,  the portion,  if any,
of the Option that was exercisable as of  the  date  of  death  may  thereafter
be  exercised  by  Burzon's  legal representative or legatee under the will of
Burzon for a period of one year from the date of death or until the  expiration
of the  Exercise  Period,  whichever period is shorter.  The portion of the 
Option,  if any, that was not exercisable as of the date of death shall 
immediately terminate upon Burzon's death.

                  4. If a court of competent  jurisdiction  shall determine that
Burzon has breached his obligations under Section 5 of the Employment  Agreement
subsequent to his  employment by the Company,  the Company may require Burzon to
return to the Company the economic  value of any Option Shares  purchased  under
this  Agreement  by  Burzon  within  the six month  period  prior to the date of
termination. In such event, Burzon shall remit to the Company in cash the amount
equal to the difference  between the Fair Market Value (as defined in Section 14
of this Agreement) of the Option Shares on the date of termination (or the sales

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price of the Option  Shares sold during the  six-month  period) and the Exercise
Price of the Option Shares.

                  5. The Option shall not be assignable or transferable  except,
in the  event of the  death of  Burzon,  by will or by the laws of  descent  and
distribution.  No  transfer  of the  Option  by Burzon by will or by the laws of
descent and  distribution  shall be  effective  to bind the  Company  unless the
Company shall have been  furnished with written notice thereof and a copy of the
will and such other  evidence as the Company may deem necessary to establish the
validity of the transfer and the  acceptance by the transferee or transferees of
the terms and conditions of the Option.

                  6.  Burzon  shall not have any of the rights of a  stockholder
with  respect to the Option  Shares until such shares have been issued after the
due exercise of the Option.

                  7.  The  Option  shall  be  exercised  in  whole or in part by
written notice in  substantially  the form attached hereto as Exhibit A directed
to the Company at its principal place of business accompanied by full payment as
hereinafter  provided  of the  exercise  price for the  number of Option  Shares
specified in the notice.  The Company shall deliver a certificate for the Option
Shares to Burzon as soon as  practicable  after payment  therefor.  Burzon shall
make cash payments by wire transfer,  certified or bank check or personal check,
in each case  payable  to the order of the  Company;  the  Company  shall not be
required  to  deliver  certificates  for Option  Shares  until the  Company  has
confirmed  the receipt of good and  available  funds in payment of the  purchase
price  thereof.  Burzon  may in his sole  discretion,  use  Common  Stock of the
Company owned by him to pay the purchase price for the Option Shares by delivery
of stock  certificates  in negotiable  form which are effective to transfer good
and valid  title  thereto  to the  Company,  free of any liens or  encumbrances.
Shares of Common Stock used for this purpose  shall be valued at the Fair Market
Value (as defined in Section 14 below).

                  8. Not later than the date as of which an amount first becomes
includible  in the gross income of Burzon for Federal  income tax purposes  with
respect to the Option,  Burzon  shall pay to the Company,  or make  arrangements
satisfactory  to the Company  regarding  the payment of, any Federal,  state and
local taxes of any kind  required by law to be withheld or paid with  respect to
such  amount.  The  obligations  of the Company  under this  Agreement  shall be
conditional  upon such payment or arrangements  with the Company and the Company
shall,  to the extent  permitted by law, have the right to deduct any such taxes
from any  payment of any kind  otherwise  due to Burzon  from the  Company.  Any
required  withholding tax may be paid in cash or with Common Stock in accordance
with the preceding Sections.

                  9.  In  the  event  of  a  reorganization,   recapitalization,
reclassification,  stock  split or  exchange,  stock  dividend,  combination  of
shares,  or any  other  similar  change  in the  Common  Stock  of the  Company,
equitable  proportionate  adjustments shall be made by the Company in the number
and kind of shares covered by the Option and in the option price thereunder.

                  10. The Company hereby  represents and warrants to Burzon that
the  Option  Shares,  when  issued  and  delivered  by the  Company to Burzon in
accordance with the terms and conditions hereof, will be duly and validly issued
and fully paid and non-assessable.

                  11. Burzon hereby  represents and warrants to the Company that
Burzon is acquiring  the Option and shall acquire the Option Shares for Burzon's
own account and not with a view to the distribution thereof.

                  12.    Anything   in   this    Agreement   to   the   contrary
notwithstanding,  Burzon hereby  agrees that Burzon shall not sell,  transfer by
any means or otherwise  dispose of the Option Shares  acquired by Burzon without
registration  under the Securities Act of 1933 (the "Act"), or in the event that
they are not so  registered,  unless (a) an exemption  from the Act is available
thereunder,  and (b)  Burzon  has  furnished  the  Company  with  notice of such
proposed  transfer and the Company's legal counsel,  in its reasonable  opinion,
shall deem such proposed transfer to be so exempt.

                  13.      Burzon hereby acknowledges that:

                           (a) All reports and  documents  required to be filed
by the Company with the  Securities and Exchange  Commission  pursuant to the
Securities  Exchange Act of 1934 within the last 12 months have been made 
available to Burzon for inspection.

                           (b) If  Burzon  exercises  the  Option,  Burzon  must
bear  the  economic  risk  of the investment  in the Option  Shares for an 
indefinite  period of time because the Option Shares will not have been 

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registered  under the Act and cannot be sold by Burzon  unless they are  
registered  under the Act or an exemption  therefrom is available.

                           (c) In Burzon's  position with the Company,  Burzon 
has had both the  opportunity to ask questions  of and  receive  answers  from
the  officers  of the  Company and all persons  acting on its behalf  
concerning  the terms and conditions of the offer made  hereunder  and to obtain
any  additional  information  to the  extent the Company  possesses  or may 
possess  such  information  or can acquire it without unreasonable  effort  or 
expense  necessary  to  verify  the  accuracy  of  the information obtained 
pursuant to subparagraph (a) above. 

                           (d) The Company  shall place stop  transfer  orders
with its transfer  agent against the transfer of the Option Shares in the 
absence of registration under the Act or an exemption therefrom. 

                           (e)  The certificates evidencing the Option Shares 
shall bear the following legend:

                  "The shares represented by this certificate have been acquired
                  for  investment  and  have  not  been  registered   under  the
                  Securities  Act  of  1933.  The  shares  may  not be  sold  or
                  transferred  in  the  absence  of  such   registration  or  an
                  exemption therefrom under said Act."

                           (f)      The Company  agrees to  register  the Option
Shares  under the Act on the next Form S-8 filed by the Company, but in any 
event, not later than May 31, 1997.

                  14. "Fair market  value" of the Common Stock means,  as of the
exercise  date:  (i) if the  Common  Stock is  listed on a  national  securities
exchange or quoted on the Nasdaq National Market or Nasdaq SmallCap Market,  the
last sale  price of the Common  Stock in the  principal  trading  market for the
Common Stock on the last  trading day  preceding  such date,  as reported by the
exchange or Nasdaq,  as the case may be; (ii) if the Common  Stock is not listed
on a national  securities  exchange or quoted on the Nasdaq  National  Market or
Nasdaq  SmallCap  Market,  but is traded  in the  over-the-counter  market,  the
closing bid price of the Common  Stock on the last  trading day  preceding  such
date for which such  quotations are reported by the National  Quotation  Bureau,
Incorporated  or similar  publisher  of such  quotations;  and (iii) if the fair
market value of the Common Stock cannot be determined  pursuant to clause (i) or
(ii) above, such price as the Company shall determine, in good faith.

                  15. All notices, requests,  deliveries,  payments, demands and
other  communications  which are  required or  permitted  to be given under this
Agreement  shall be in writing and shall either be delivered  personally or sent
by certified mail, return receipt requested,  postage prepaid, to the parties at
their  respective  addresses set forth below, or to such other address as either
shall have specified by notice in the writing to the other,  and shall be deemed
duly given hereunder when so delivered or three days after being mailed,  as the
case may be.

                  16.      The waiver by any party  hereto of a breach of any 
provision  of this  Agreement  shall not operate or be construed as a waiver of
any other or subsequent breach.

                  17.      This  Agreement  constitutes  the entire  agreement 
between the parties with respect to the subject matter thereof.

                  18.  This  Agreement  shall  inure  to the  benefit  of and be
binding upon the parties hereto and to the extent not prohibited  herein,  their
respective  heirs,  successors,  assigns  and  representatives.  Nothing in this
Agreement,  expressed or implied, is intended to confer on any person other than
the parties hereto and as provided above,  their respective  heirs,  successors,
assigns and representatives any rights, remedies, obligations or liabilities.

                  19.      This  Agreement  shall be governed by and construed 
in  accordance  with the laws of the State of New York.

                  IN WITNESS  WHEREOF,  the parties  hereto have signed this 
Agreement  as of the date first above written.

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INDIVIDUAL INVESTOR GROUP, INC.     Address: 1633 Broadway, 38th Floor
                                             New York, NY  10019           

By:  /s/ Jonathan L. Steinberg
- -------------------------------
Jonathan L. Steinberg, Chairman


         /s/ Jay Burzon             Address: 68 Oak Hill Road
- -------------------------------              Chappaqua, NY  10514
           JAY BURZON                                    







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