STOCK OPTION AGREEMENT


     AGREEMENT  dated  as of  the  14 day of  September,  1998,  by and  between
Individual Investor Group, Inc., a Delaware corporation ("Company"),  and Brette
Popper ("Employee").

     WHEREAS, the Company and Employee have entered into an Employment Agreement
dated  September  11, 1998  pursuant to which  Employee  will be employed by the
Company ("Employment Agreement");

     WHEREAS,  on September 14, 1998 ("Grant Date"),  the Stock Option Committee
of the Board of Directors of the Company authorized the grant to the Employee of
an  option  ("Option")  to  purchase  an  aggregate  of  250,000  shares  of the
authorized  but unissued  Common Stock of the Company,  $.01 par value  ("Common
Stock"),  conditioned upon the Employee's  acceptance thereof upon the terms and
conditions  set  forth  in  this  Agreement  and  the  terms  of the  Employment
Agreement; and

     WHEREAS,  the  Employee  desires  to  acquire  the  Option on the terms and
conditions set forth in this Agreement;

     IT IS AGREED:

     1. Grant of Stock Option. The Company hereby grants the Employee the Option
to purchase all or any part of an  aggregate  of 250,000  shares of Common Stock
("Option  Shares") on the terms and  conditions  set forth herein and subject to
the provisions of the Employment Agreement.

     2.  Non-Incentive  Stock  Option.  The  Option  represented  hereby  is not
intended to be an Option which  qualifies as an  "Incentive  Stock Option" under
Section 422 of the Internal Revenue Code of 1986, as amended.

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     3. Exercise  Price.  The exercise price of the Option is $1.1875 per share,
subject to adjustment as hereinafter provided.

     4.  Exercisability.  This Option is  exercisable,  subject to the terms and
conditions of this  Agreement,  as follows:  (i) the right to purchase 62,500 of
the Option Shares shall be exercisable on or after September 14, 1999,  (ii) the
right to purchase an additional 62,500 of the Option Shares shall be exercisable
on and after September 14, 2000 (iii) the right to purchase an additional 62,500
of the Option Shares shall be  exercisable  on and after  September 14, 2001 and
(iv) the right to purchase an  additional  62,500 of the Option  Shares shall be
exercisable  on or after  September  14,  2002.  After a portion  of the  Option
becomes exercisable,  it shall remain exercisable,  except as otherwise provided
herein, until the close of business on September 14, 2008 ("Exercise Period").

     5. Effect of Termination of Employment.

          5.1. Termination Due to Death. If Employee's employment by the Company
     terminates by reason of death, the portion of the Option,  if any, that was
     exercisable  as of the date of death may  thereafter  be  exercised  by the
     legal  representative of the estate or by the legatee of the Employee under
     the will of the  Employee,  for a period  of one year from the date of such
     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 death.

          5.2.  Termination Due to Disability.  If Employee's  employment by the
     Company  terminates by reason of Disability (as such term is defined in the
     Employment  Agreement),  the  portion  of the  Option,  if  any,  that  was
     exercisable  as of the date of  termination of employment may thereafter be
     exercised  by the  Employee  for a period  of one year from the date of the
     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 the  termination  of  employment  shall
     immediately terminate upon the termination of employment.

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          5.3. Other Termination.

               5.3.1. If Employee's  employment is terminated by the Company for
          cause (as defined in Section 9(a) of the Employment  Agreement),  this
          Option, whether or not exercisable, shall immediately expire.

               5.3.2.  If  Employee'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 thereafter be exercised
          by the  Employee  for a  period  of one  year  from  the  date  of the
          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 the  termination  of
          employment  shall  immediately   terminate  upon  the  termination  of
          employment.

               5.3.3.  If Employee  terminates her employment  with the Company,
          this Option, whether or not exercisable, shall immediately expire.

     6.  Withholding  Tax.  Not later than the date as of which an amount  first
becomes  includible  in the gross income of the Employee for Federal  income tax
purposes  with respect to the Option,  the Employee  shall notify the Company of
the amount and, to the extent required, pay to the Company, or make arrangements
satisfactory to the Board 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  pursuant to 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 the Employee from the Company.

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     7. Adjustments. In the event of any recapitalization,  dividend (other than
cash  dividend),  stock split,  reverse stock split,  or other change in capital
structure of the Company  affecting the number of issued shares of Common Stock,
the Company shall proportionally adjust the number and kind of Option Shares and
the exercise price of the Option in order to prevent the dilution or enlargement
of the Employee's  proportionate  interest in the Company and Employee's  rights
hereunder   immediately   prior   to   the   reorganization,   recapitalization,
consolidation,  dividend,  stock  split,  reverse  stock split or other  change,
provided that the number of Option Shares shall always be a whole number.

     8.  Acceleration  of  Vesting  on Change of  Control.  Notwithstanding  the
provisions  of  Sections  4, in the event of a "change of  control"  (as defined
below) while the Employee is employed by the Company, the vesting of this Option
shall  accelerate  and all the Option  Shares shall be  purchasable  by Employee
simultaneous with such change of control. For the purposes of this Agreement,  a
change of control shall mean (i) the  acquisition by any "person" (as defined in
Section  3(a)(9) and 13(d) of the  Securities  Exchange Act of 1934,  as amended
("Exchange Act")),  other than a stockholder of the Company that, as of the date
of this Agreement, is the beneficial owner (as defined in Rule 13d-3 promulgated
under the Exchange Act) of 10% or more of the outstanding  voting  securities of
the  Company,  of  more  than  50% of the  combined  voting  power  of the  then
outstanding  voting securities of the Company or (ii) the sale by the Company of
all,  or  substantially  all,  of the  assets  of  the  Company  to one or  more
purchasers, in one or a series of related transactions, where the transaction or
transactions  require  approval  pursuant to Delaware law by the stockholders of
the Company.

     9. Method of Exercise.

          9.1. Notice to the Company.  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.

          9.2.   Delivery  of  Option  Shares.   The  Company  shall  deliver  a
     certificate  for the Option  Shares to the Employee as soon as  practicable
     after payment therefor.

          9.3.  Payment of Purchase  Price.  The Employee shall make payments by
     wire transfer,  certified or bank check,  in each case payable to the order
     of  the  Company.   Alternatively,   the  Employee  may  make  arrangements
     satisfactory  to the Company with a bank or a broker who is a member of the
     National  Association of Securities  Dealers,  Inc. to sell on the exercise

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     date a sufficient  number of the Option Shares being  purchased so that the
     net proceeds of the sale transaction will at least equal the Exercise Price
     multiplied by the number of Option Shares being purchased  pursuant to such
     exercise,  plus the amount of any applicable withholding taxes and pursuant
     to which the bank or broker  undertakes to deliver the full Exercise  Price
     multiplied by the number of Option Shares being purchased  pursuant to such
     exercise,  plus  the  amount  of any  applicable  withholding  taxes to the
     Company on a date  satisfactory to the Company,  but no later than the date
     on which  the sale  transaction  would  settle  in the  ordinary  course of
     business.

     10.  Nonassignability.  The Option shall not be assignable or  transferable
except by will or by the laws of descent  and  distribution  in the event of the
death of the  Employee.  No transfer of the Option by the Employee 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.

     11. Company Representations.  The Company hereby represents and warrants to
the Employee that:

          (a) the  Company,  by  appropriate  and all required  action,  is duly
     authorized  to  enter  into  this  Agreement  and  consummate  all  of  the
     transactions contemplated hereunder; and

          (b) the Option Shares, when issued and delivered by the Company to the
     Employee in accordance with the terms and conditions  hereof,  will be duly
     and validly issued and fully paid and non-assessable.

     12. Employee  Representations.  The Employee hereby represents and warrants
to the Company that:

          (a) she is acquiring  the Option and shall  acquire the Option  Shares
     for her own account and not with a view towards the distribution thereof;

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          (b) she has received a copy of all reports and  documents  required to
     be filed by the Company  with the  Commission  pursuant to the Exchange Act
     within  the last 24 months  and all  reports  issued by the  Company to its
     stockholders;

          (c) she  understands  that she  must  bear  the  economic  risk of the
     investment  in the Option  Shares,  which cannot be sold by her unless they
     are  registered  under  the  Securities  Act of  1933  ("1933  Act")  or an
     exemption therefrom is available thereunder;

          (d) she has had both the  opportunity  to ask  questions  and  receive
     answers  from the  officers  and  directors  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 clause (b) above;

          (e) she is aware that 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 1933 Act or an  exemption  therefrom as
     provided herein; and

          (i) The  certificates  evidencing  the  Option  Shares  may  bear  the
     following legends:

          "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."

          "The  shares  represented  by  this  certificate  have  been  acquired
          pursuant to a Stock Option Agreement,  dated as of September 14, 1998,
          a  copy  of  which  is on  file  with  the  Company,  and  may  not be
          transferred,  pledged or  disposed  of except in  accordance  with the
          terms and conditions thereof."

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     13.  Restriction on Transfer of Option and Option Shares.  Anything in this
Agreement to the contrary  notwithstanding  and in addition to the provisions of
Section 10  of this  Agreement,  the Employee  hereby  agrees that she shall not
sell,  transfer by any means or otherwise  dispose of the Option Shares acquired
by her  without  registration  under the 1933 Act, or in the event that they are
not so  registered,  unless  (i) an  exemption  from the  1933 Act  registration
requirements is available  thereunder,  and (ii) the  Employee 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.

     14. Registration Right. The Company agrees to file a registration statement
("Registration  Statement")  on Form S-8 (or  successor  form) to  register  the
Option Shares for issuance to Employee on or prior to the date the Option or any
portion  thereof first becomes  exercisable.  The Company will bear all expenses
and pay all fees  incurred in  connection  with the filing and  modification  or
amendment of the Registration  Statement,  exclusive of underwriting  discounts,
and  commissions  payable in  respect  of the sale of the  Common  Stock and any
counsel for the  Employee.  Moreover,  if the  Company  fails to comply with the
provisions  of this  Section  14, the  Company  shall,  in addition to any other
equitable or other relief  available to the Employee,  be liable for any and all
incidental, special and consequential damages and damages due to loss of profits
sustained by the Employee.

     15. Miscellaneous.

               15.1. Notices.  Any notices or other  communications  required or
          permitted hereunder shall be in writing and shall be deemed given upon
          delivery if delivered in person or by overnight courier (e.g.  Federal
          Express), or on the third business day following deposit in the United
          States mail, if sent by registered or certified  mail,  return receipt
          requested, addressed to the address of the party to receive notice set
          forth  herein,  or to such this address as a party shall  designate by
          notice in writing given to the this party in accordance with the terms
          hereof,  except that  notices  regarding  changes in address  shall be
          effective only upon receipt.

               15.2.  Stockholder Rights. The Employee 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.  Nothing

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          contained in this  Agreement  shall be deemed to confer upon  Employee
          any right to continued  employment  with the Company or any subsidiary
          thereof,  nor  shall it  interfere  in any way  with the  right of the
          Company  to  terminate  Employee  in  accordance  with the  provisions
          regarding  such   termination  set  forth  in  Employee's   Employment
          Agreement with the Company,  or if there exists no such agreement,  to
          terminate Employee at will.

               15.3.  Waiver.  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.

               15.4.  Entire  Agreement.   This  Agreement  and  the  Employment
          Agreement  constitutes the entire  agreement  between the parties with
          respect  to the  subject  matter  hereof.  This  Agreement  may not be
          amended except by writing executed by the party to be charged.

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               15.5. Binding Effect;  Successors.  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.

               15.6.  Governing  Law.  This  Agreement  shall be governed by and
          construed in  accordance  with the  Internal  laws of the State of New
          York without regard to principles of conflicts of law.

               15.7.Headings.  The  headings  contained  herein are for the sole
          purpose of convenience of reference, and shall not in any way limit or
          affect the meaning or interpretation of any of the terms or provisions
          of this Agreement.

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


INDIVIDUAL INVESTOR GROUP, INC.             Address:

                                            1633 Broadway, 38th Floor
                                            New York, New York  10019



By:/s/Jonathan Steinberg
    Jonathan L. Steinberg
    Chairman and Chief Executive Officer


EMPLOYEE:                                   Address:

                                            522 West End Avenue
                                            Apartment 15A
                                            New York, New York  10024
/s/Brette Popper
Brette Popper

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EXHIBIT A
                      FORM OF NOTICE OF EXERCISE OF OPTION



                  DATE

Individual Investor Group, Inc.
1633 Broadway, 38th Floor
New York, New York  10019

Attention: Board of Directors

     Re: Purchase of Option Shares

Gentlemen:

     In accordance with my Stock Option Agreement dated as of September 14, 1998
("Agreement")  with  Individual  Investor  Group,  Inc.  ("Company"),  I  hereby
irrevocably  elect to  exercise  the right to purchase  _________  shares of the
Company's  common stock,  par value $.01 per share ("Common  Stock"),  which are
being purchased for investment and not for resale.

     As  payment  for my shares,  enclosed  is (check  and  complete  applicable
box[es]):

+--+ a [personal check] [certified check] [bank check] payable to the order
+--+ "Individual Investor Group, Inc." in the sum of $_________; and/or

+--+ confirmation of wire transfer in the amount of $_____________.
+--+

     I hereby represent, warrant to, and agree with, the Company that:

          (i) I have acquired the Option and shall acquire the Option Shares for
     my own account and not with a view towards the distribution thereof;

          (ii) I have received a copy of all reports and  documents  required to
     be filed by the Company  with the  Commission  pursuant to the Exchange Act
     within  the last 24 months  and all  reports  issued by the  Company to its
     stockholders;

          (iii)  I  understand  that  I  must  bear  the  economic  risk  of the
     investment in the Option Shares, which cannot be sold by me unless they are
     registered  under the  Securities  Act of 1933 ("1933 Act") or an exemption
     therefrom is available thereunder;

          (iv) I have had both the  opportunity  to ask  questions  and  receive
     answers  from the  officers  and  directors  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 clause (ii) above;

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          (v) I am aware that 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 1933 Act or an exemption  therefrom as provided
     herein;

          (vi) my  rights  with  respect  to the  Option  Shares  shall,  in all
     respects,  be subject to the terms and conditions of this Agreement and the
     Employment Agreement; and

          (vii) the  certificates  evidencing  the  Option  Shares  may bear the
     following legends:

               "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."

               "The shares  represented by this  certificate  have been acquired
          pursuant to a Stock Option Agreement,  dated as of September 14, 1998,
          a  copy  of  which  is on  file  with  the  Company,  and  may  not be
          transferred,  pledged or  disposed  of except in  accordance  with the
          terms and conditions thereof."

     Kindly forward to me my certificate at your earliest convenience.


Very truly yours,



(Signature)                           (Address)


(Print Name)                          (Address)


                                      (Social Security Number)


Mr. Jonathan L. Steinberg
November 4, 1998

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