Exhibit 10.4

                             STOCK OPTION AGREEMENT


          This STOCK OPTION  AGREEMENT (the  "Agreement")  is entered into as of
August 16, 1999,  by and between  INDIVIDUAL  INVESTOR  GROUP,  INC., a Delaware
corporation  with its  principal  place of  business at 125 Broad  Street,  14th
Floor,  New  York,  New York  10004  (the  "Company"),  and David H.  Allen,  an
individual  residing at 490 Harding Drive,  South Orange,  New Jersey 07079 (the
"Employee").

          WHEREAS,  on August 16,  1999 (the  "Grant  Date"),  the Stock  Option
Committee  (the  "Committee")  of the Board of  Directors  of the  Company  (the
"Board")  authorized  the grant to the  Employee of an option (the  "Option") to
purchase an aggregate of 175,000 shares of the  authorized  but unissued  Common
Stock of the Company, $.01 par value (the "Common Stock"),  conditioned upon the
Employee's  acceptance of the grant of the Option upon the terms and  conditions
set forth in this Agreement; and

          WHEREAS, the Employee desires to acquire the Option upon 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 175,000  shares of Common
Stock (the "Option Shares") on the terms and conditions set forth herein.

          2. Non-Qualified  Stock Option. The Option represented hereby shall be
a  "non-qualified  stock  option,"  and 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.

          3.  Exercise  Price.  The  exercise  price of the Option is $2.625 per
share, subject to adjustment as hereinafter provided.

          4.  Exercisability.  This Option shall be exercisable,  subject to the
terms and conditions of this  Agreement,  as follows:  (i) the right to purchase
43,750 of the Option Shares shall be exercisable on or after August 16, 2000 and
(ii) the right to purchase one  thirty-sixth of the 131,250 share balance of the
Option Shares shall be  exercisable on or after on the 16th calendar day of each
month  thereafter.  After a portion  of the  Option  becomes  exercisable,  such
portion shall remain exercisable, except as otherwise provided herein, until the
close of business on August 15, 2009 ("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 (1) 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 expire upon death.

             5.2. Termination Due to Disability. If Employee's employment by the
Company  terminates by reason of disability,  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 (1) 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 such termination of employment  shall  immediately
expire on the date of such termination of employment.

             5.3. Other Termination.

                  (a) Except as otherwise provided in Section 5.6, if Employee's
employment is terminated for any reason other than (i) death or (ii)  Disability
or (iii) for cause by the Company,  then 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 ninety (90) days from  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
such  termination  of employment  shall  immediately  expire on the date of such
termination of employment.  If the Company  terminates your  employment  Without
Good Cause (as defined below) or you resign for Good Reason (as defined  below),
any shares of the Option  that would have  vested due to the passage of time had
you remained  employed for an additional twelve (12) months shall immediately be
deemed exercisable as of the date of termination.  As used herein,  "Good Cause"
for  termination  shall mean a  termination  of employment by the Company due to
your (a)  conviction  of a felony,  (b)  fraud,  or (c) any other act of willful
misconduct  that is materially  injurious to the Company.  A termination of your
employment by the Company  except (x) for Good Cause or (y) due to your death or
disability,  shall be a termination  "Without Good Cause." As used herein, "Good
Reason" for your  resignation  will exist of you resign within sixty days of any
of the following:  (a) a reduction in your base salary or target bonus,  (b) any
material  reduction in your  benefits,  (c) any  diminishing  change in your job
title and/or  material  diminishment  of your job duties or (d) any  requirement
that you  relocate  to an office  more than  thirty-five  (35)  miles  from your
then-current office.

                  (b) In the event the  Employee's  employment is terminated for
cause,  the  Company  may  require  the  Employee  to return to the  Company the
economic value of any Option Shares  purchased  hereunder by the Employee within
the six (6) month period prior to the date of such termination of employment. In
such event,  the Employee  hereby  agrees to remit to the Company,  in cash,  an
amount  equal to the  difference  between  the Fair  Market  Value of the Option
Shares on the date of such termination of employment (or the sales price of such
Shares if the Option  Shares were sold during such six (6) month period) and the
Exercise Price of such Shares. For purposes of this Agreement,  the "Fair Market
Value" of the Option Shares on a given date (the "Date of Determination")  shall
mean (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 the Date of Determination,  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 for the Common  Stock on the last  trading day  preceding  the
Date of Determination for which such quotations are reported by the OTC Bulletin
Board or 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 Committee
shall determine, in good faith.

             5.4. "Employment".  The Employee shall be considered to be employed
by the  Company  pursuant  to this  Section  5 if the  Employee  is an  officer,
director or full-time  employee of the Company (or of any parent,  subsidiary or
affiliate  of the  Company)  or if the  Committee  determines  in its  sole  and
absolute discretion that the Employee is rendering  substantial  services to the
Company as a part-time employee,  consultant or contractor of the Company (or of
any parent,  subsidiary or affiliate of the Company).  The Committee  shall have
the sole and absolute discretion to determine whether the Employee has ceased to
be  employed  by the Company  and the  effective  date on which such  employment
terminated.

             5.5. No Right to Employment. Nothing in this Agreement shall confer
on the  Employee  any right to continue in the employ of, or other  relationship
with,  the Company (or with any parent,  subsidiary or affiliate of the Company)
or limit in any way the right of the Company (or of any  parent,  subsidiary  or
affiliate  of the  Company) to  terminate  the  Employee's  employment  or other
relationship  with the Company (or with any parent,  subsidiary  or affiliate of
the Company) at any time, with or without cause.

             5.6. If Employee  terminates his employment  with the Company other
than for Good Reason, 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 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.  Notwithstanding anything in this Agreement to
the contrary, 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.

          7.   Adjustments.   In  the  event  of  any  merger,   reorganization,
consolidation,  recapitalization,   consolidation,  dividend  (other  than  cash
dividend),  stock  split,  reverse  stock  split,  or other  change in corporate
structure  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,  provided  that the number of Option  Shares  shall always be a whole
number.

          7A. 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 (x) a merger or  consolidation  in which securities
possessing  more than fifty percent (50%) of the total combined  voting power of
the Company's  outstanding  securities  are  transferred  to a person or persons
different from the persons holding those  securities  immediately  prior to such
transaction  (but  excluding  any  transfers  between  any persons who are under
common  control),  or (y) the  sale,  transfer  or other  disposition  of all or
substantially all of the Company's assets in complete liquidation or dissolution
of the Company.

          8. Method of Exercise.

             8.1. 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.

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

             8.3. Payment of Purchase Price. The Employee shall make pay for the
Option  Shares  by any one or more of the  following  methods  set forth in this
Section 8.3.

                  8.3.1. Cash Payment.  The Employee shall make cash payments by
wire transfer,  certified check or bank 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.

                  8.3.2.  Payment through Bank or Broker.  The Employee may make
arrangements  satisfactory  to the Company with a bank or a broker who is member
of the National  Association of Securities  Dealers,  Inc. to either (a) sell on
the exercise 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  irrevocably  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 or (b) obtain a
"margin commitment" from the bank or broker pursuant to which the bank or broker
undertakes  irrevocably  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,  immediately  upon
receipt of the Option Shares.

                  8.3.3.  Cashless Payment. The Employee may, in his or her sole
discretion,  use shares of Common  Stock of the  Company  that were owned by the
Employee  for more than six (6) months  (and which have been paid for within the
meaning of SEC Rule 144 and, if such shares were  purchased  from the Company by
use of a  promissory  note,  such note has been fully paid with  respect to such
shares), or that were obtained by the Employee in the open public market, to pay
the  purchase  price for the  Option  Shares by  delivery  of one or more  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.

                  8.3.4.  Payment of Withholding  Tax. Any required  withholding
tax may be paid in cash or with Common Stock in accordance with Sections 8.3.1.,
8.3.2 and 8.3.3.

                  8.3.5. Exchange Act Compliance. Notwithstanding the foregoing,
the Company  shall have the right to reject  payment in the form of Common Stock
if in the opinion of counsel for the Company, (i) it could result in an event of
"recapture"  under Section 16(b) of the  Securities  Exchange Act of 1934;  (ii)
such shares of Common Stock may not be sold or  transferred  to the Company;  or
(iii) such transfer could create legal difficulties for the Company.

          9. Security Interest in Option Shares Collateralizing Obligations Owed
to the Company.  Notwithstanding anything in this Agreement to the contrary, the
Employee  hereby grants the Company a security  interest in the Option Shares as
follows:  in the event that the  Employee  owes the Company  any sum  (including
without  limitation  amounts owed  pursuant to a loan made by the Company to the
Employee),  and such sum is past due (the "Past Due Amount"),  the Company shall
have a security  interest in the Option  Shares.  The Employee  hereby agrees to
execute, promptly upon request by the Company, such instruments and to take such
action as may be useful for the Company to perfect and/or exercise such security
interest, and hereby irrevocably grants the Company the right to retain, in full
or partial payment of the Past Due Amount,  up to the following number of Option
Shares  upon any whole or  partial  exercise  of the  Option:  a  fraction,  the
numerator of which is the Past Due Amount,  and the  denominator of which is the
Fair Market Value of the Company's Common Stock (as set forth in Section 5.3(b))
as of the date of such  exercise;  provided  that the  fraction set forth in the
preceding  clause shall be rounded up to the nearest whole number.  The security
interest set forth herein  shall be  cumulative  to all, and not in lieu of any,
other remedies to available to the Company with respect to  any Past Due Amount.

          10. Market   Standoff   Agreement.   The   Employee  agrees  that,  in
connection with any registration of the Company's  securities,  upon the request
of the Company or the underwriters managing any public offering of the Company's
securities, the Employee will not sell or otherwise dispose of any Option Shares
(including  without  limitation  sale of Option  Shares in  connection  with the
exercise  method set forth in Section  8.3.2.)  or any other  securities  of the
Company without the prior written  consent of the Company or such  underwriters,
as the case may be,  for such  period  of time from the  effective  date of such
registration  as the Company or the  underwriters  may specify for the Company's
employee  shareholders  generally.  The Employee understands and agrees that, in
order to ensure compliance with the market standoff  agreement,  the Company may
issue appropriate "stop-transfer" instructions to its transfer agent.

          11. Notice of Disqualifying  Disposition of ISO Shares.  If the Option
granted to the Employee herein is an ISO, and if the Employee sells or otherwise
disposes  of any of the Option  Shares  acquired  pursuant to a whole or partial
exercise the Option prior to the later of (a) the second  (2nd)  anniversary  of
the Grant Date,  or (b) the first (1st)  anniversary  of the date of exercise of
such Option Shares, the Employee shall immediately notify the Company in writing
of such sale or  disposition.  The  Employee  acknowledges  and agrees  that the
Employee  may be subject to income and other tax  withholding  by the Company on
the  compensation  income  recognized  by the  Employee  from any  such  sale or
disposition,  by  payment in cash (or in shares of Common  Stock,  to the extent
permissible  under Section 8.3.4.) or out of the current wages or other earnings
payable to Employee. The Employee hereby authorizes his/her broker(s) to provide
the Company,  promptly at the Company's request, with any information concerning
the  Option  Shares,  now or  previously  in  Employee's  account(s)  with  such
broker(s),   as  the  Company  may  request.   The  Employee  agrees  that  this
authorization  may not be revoked or modified in any manner except pursuant to a
writing signed by both the Employee and the Company.

          12.   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.

          13. Required Holding Period. This Option and any Common Stock acquired
upon its exercise may not be sold,  assigned or otherwise  transferred  prior to
the six (6) month anniversary of the Grant Date.

          14.  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.

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

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

               (b) he or 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  twenty-four  (24)  months  and all  reports  issued by the
Company to its stockholders within the last twenty-four (24) months;

               (c) he or she  understands  that he or she must bear the economic
risk of the investment in the Option Shares,  which cannot be sold by him or her
unless they are registered  under the Securities Act of 1933 (the "1933 Act") or
an exemption therefrom is available  thereunder and that the Company is under no
obligation  to register the Option  Shares for sale under the 1933 Act except as
provided in Section 16A below;

               (d) in his or her position  with the  Company,  he or 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) he or 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

               (f) 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  August  16,  1999,  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."


          16.  Restriction  on Transfer  of Stock  Option  Agreement  and Option
Shares.  Notwithstanding  anything in this  Agreement  to the  contrary,  and in
addition to the provisions of Section 12 of this Agreement,  the Employee hereby
agrees that he or she shall not sell, transfer by any means or otherwise dispose
of the Option Shares acquired by him or her without  registration under the 1933
Act, or in the event that they are not so  registered,  unless (a) an  exemption
from the 1933 Act registration requirements is available thereunder, and (b) 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.

          16A.  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 16A, 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.

          17.  Interpretation.  Any dispute regarding the interpretation of this
Agreement shall be submitted by the Employee or the Company to the Committee for
review.  The  resolution  of such a dispute by the Board or  Committee  shall be
final and binding on the Company and on the Employee.

          18. Miscellaneous.

             18.1. Notices. 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 be either  delivered  personally  or by
private  courier  (e.g.,  Federal  Express),  or sent by registered or certified
mail,  return  receipt  requested,  postage  prepaid,  to the  parties  at their
respective  addresses set forth herein, or to such other address as either shall
have  specified  by notice in writing to the other.  Notice shall be deemed duly
given hereunder when delivered in person or by private courier,  or on the third
(3rd)  business  day  following  deposit in the United  States mail as set forth
above.

             18.2. [Intentionally omitted.]

             18.3.  Successors  and  Assigns.  The Company may assign any of its
rights under this  Agreement.  This Agreement shall be binding upon and inure to
the  benefit  of the  successors  and  assigns  of the  Company.  Subject to the
restrictions  on  transfer  set forth  herein,  this Option  Agreement  shall be
binding upon the Employee and the Employee's heirs,  executors,  administrators,
legal representatives, successors and assigns.

             18.4.  Entire  Agreement.  This  Agreement  constitutes  the entire
agreement  of the  parties  hereto  and  supersede  all prior  undertakings  and
agreements,  oral or written,  with respect to the subject  matter  hereof.  The
Agreement may not be  contradicted  by evidence of any prior or  contemporaneous
agreement.  To the extent that the policies and  procedures of the Company apply
to the  Employee  and are  inconsistent  with the  terms of the  Agreement,  the
provisions of the Agreement shall control.

             18.5.  Amendments;  Waivers.  The  Agreement  may not be  modified,
amended, or terminated except by an instrument in writing, signed by each of the
parties  (in the case of the  Company,  such  instrument  must be  signed by the
President or Chief Executive Officer of the Company to be effective). No failure
to exercise and no delay in  exercising  any right,  remedy,  or power under the
Agreement  shall  operate as a waiver  thereof,  nor shall any single or partial
exercise of any right,  remedy, or power under the Agreement  preclude any other
or further  exercise  thereof,  or the exercise of any other right,  remedy,  or
power provided herein or by law or in equity.  All rights and remedies,  whether
conferred  by the  Agreement,  by any  other  instrument  or by  law,  shall  be
cumulative, and may be exercised singularly or concurrently.

             18.6. Severability; Enforcement. If any provision of this Agreement
is  held  invalid,  illegal  or  unenforceable  in  any  respect  (an  "Impaired
Provision"),  (a) such Impaired  Provision shall be interpreted in such a manner
as to preserve,  to the maximum extent possible,  the intent of the parties, (b)
the validity,  legality and enforceability of the remaining provisions shall not
in any way be affected  or impaired  thereby,  and (c) such  decision  shall not
affect the validity, legality or enforceability of such Impaired Provision under
other circumstances. The parties agree to negotiate in good faith and agree upon
a provision to substitute  for the Impaired  Provision in the  circumstances  in
which the Impaired Provision is invalid, illegal or unenforceable.

             18.7.   Attorneys'  Fees.  In  the  event  of  any  arbitration  or
litigation  between the parties  arising  under or related to this  Agreement (a
"Covered  Dispute"),  the substantially  prevailing party in the Covered Dispute
(the  "Prevailing  Party") shall be entitled to receive from the other party the
Prevailing  Party's  reasonable  attorneys' fees and costs,  including,  without
limitation,  the cost at the hourly charges  routinely  charged  therefor by the
persons providing the services,  reasonable fees and/or allocated costs of staff
(in-house)  counsel,  and fees and  expenses  of experts  retained by counsel in
connection  with such  arbitration or litigation and with any and all appeals or
petitions  therefrom,  in addition to any other  relief to which the  Prevailing
Party may be  entitled.  A party to a Covered  Dispute  shall be the  Prevailing
Party in such Covered  Dispute if the claims against such party are dismissed at
any stage in the arbitration or litigation.

             18.8. Governing Law; Jurisdiction.  The Agreement shall be governed
by and  construed in accordance  with the law of the State of New York,  without
reference  to that body of law  concerning  choice of law or  conflicts  of law,
except that the General  Corporation Law of the State of Delaware  ("GCL") shall
apply to all matters governed by the GCL,  including without  limitation matters
concerning  the validity of grants of stock options and actions of the Company's
board of directors or any committee thereof.  The parties agree that, subject to
the  agreement to arbitrate  disputes set forth in Section  18.12,  the sole and
exclusive judicial venues for any dispute,  difference, cause of action or legal
action of any kind that any party, or any officer, director,  employee, agent or
permitted successor or assign of any party may bring against any other party, or
against any officer, director,  employee, agent or permitted successor or assign
of any  party,  related to this  Agreement  (a  "Proceeding"),  shall be (a) the
United  States  District  Court for the Southern  District of New York,  if such
court has statutory  jurisdiction  over the Proceeding and (b) the Supreme Court
of the State of New York in the County of New York (collectively,  the "New York
Courts").  Each of the parties  hereby  expressly  (i)  consents to the personal
jurisdiction of each of the New York Courts with respect to any Proceeding; (ii)
agrees that service of process in any Proceeding may be effected upon such party
in the  manner  set  forth  in  Section  18.1 (as  well as in any  other  manner
prescribed by law);  and (iii) waives any  objection,  whether on the grounds of
venue,  residence  or  domicile or on the ground  that the  Proceeding  has been
brought in an inconvenient forum, to any Proceeding brought in either of the New
York Courts. Notwithstanding the foregoing, nothing in this paragraph alters the
parties' agreement to arbitrate disputes as set forth in Section 18.12.

             18.9.  No Duty to Disclose.  The Employee  acknowledges  and agrees
that,  except  for the  information  provided  to the  Employee  by the  Company
pursuant  to  Section  15(b) and 15(d)  prior to  execution  of this  Agreement,
neither the Company nor any of the Company's officers, directors,  shareholders,
employees,  agents or representatives  has any duty or obligation to disclose to
the  Employee  any  information   whatsoever,   including  but  not  limited  to
information concerning the Company that might if made public affect the value of
the Option Shares. Such information  includes without limitation any information
concerning the Company's actual or potential  financial  performance,  actual or
potential  material  contracts to which the Company is or may become a party, or
actual or  potential  material  transactions  that  involve or may  involve  the
Company,  including but not limited to plans to effect a merger or to acquire or
dispose  of  a  material  amount  of  assets.  The  Employee   acknowledges  and
understands  that he or she (a) might  exercise  his or her Option (or a portion
thereof) prior to the public  dissemination  of such  information,  and that the
value of the Option Shares may decrease after the public  dissemination  of such
information,  or (b) might exercise his or her Option (or a portion thereof) and
sell,  pledge or encumber the Option Shares (or a portion  thereof) prior to the
public  dissemination  of such  information,  and that the  value of the  Option
Shares may increase after the public dissemination of such information;  and the
Employee acknowledges and agrees that he or she will not bring or participate in
any claim  whatsoever  against  the  Company  or  against  any of the  Company's
officers, directors, shareholders,  employees, agents or representatives related
to the  failure  to have  disclosed  such  information  prior to the  Employee's
exercise of the Option and/or sale, pledge or encumbrance of the Option Shares.

             18.10. Rights of Third Parties. Nothing in this Agreement,  express
or implied,  is intended to confer upon any party other than the parties  hereto
or their  respective  permitted  successors  and assigns  any rights,  remedies,
obligations,  or  liabilities  under or by reason of this  Agreement,  except as
expressly provided in this Agreement.

             18.11   Headings.   The  Section   headings  used  herein  are  for
convenience  only and do not  define,  limit or  construe  the  content  of such
sections.  All references in this Agreement to Section numbers refer to Sections
of this Agreement, unless otherwise indicated.

             18.12.  Agreement  to  Arbitrate.  The  Employee  and  the  Company
recognize  that  differences  may arise  between  them during or  following  the
Employee's  employment with the Company,  and that those  differences may or may
not be  related  to  the  grant  of  the  Option  herein  or to  the  Employee's
employment.  The  Employee  understands  and agrees that by  entering  into this
Agreement,  the  Employee  anticipates  the  benefits  of  a  speedy,  impartial
dispute-resolution  procedure of any such  differences.  As used in this Section
18.12 and its subparts, the "Company" shall also refer to all benefit plans, the
benefit  plans'  sponsors,  fiduciaries,  administrators,  affiliates,  and  all
successors and assigns of any of them.

        (a) Arbitrable Claims. (i) ALL DISPUTES  BETWEEN THE  EMPLOYEE  (AND HIS
OR HER PERMITTED  SUCCESSORS  AND ASSIGNS) AND THE COMPANY (AND ITS  AFFILIATES,
SHAREHOLDERS,  DIRECTORS, OFFICERS, AGENTS AND PERMITTED SUCCESSORS AND ASSIGNS)
RELATING IN ANY MANNER WHATSOEVER TO EMPLOYEE'S EMPLOYMENT OR TO THE TERMINATION
THEREOF,  INCLUDING WITHOUT LIMITATION ALL DISPUTES ARISING UNDER THIS AGREEMENT
(COLLECTIVELY,  "ARBITRABLE  CLAIMS")  SHALL BE RESOLVED  EXCLUSIVELY BY BINDING
ARBITRATION.  Arbitrable Claims shall include,  but are not limited to, contract
(express or implied)  and tort claims of all kinds,  as well as all claims based
on any federal,  state, or local law, statute, or regulation  (including but not
limited to claims alleging unlawful harassment or discrimination in violation of
Title  VII  and/or  Title  IX of the U.S.  Code,  of the Age  Discrimination  in
Employment  Act, of the Americans with  Disabilities  Act, of state statute,  or
otherwise), excepting only claims under applicable workers' compensation law and
unemployment  insurance claims.  Arbitration shall be final and binding upon the
parties and shall be the exclusive remedy for all Arbitrable  Claims.  Except as
provided in Section 18.12(a)(ii), the Arbitrator (as defined below) shall decide
whether a claim is an Arbitrable Claim. THE PARTIES HEREBY WAIVE ANY RIGHTS THAT
THEY MAY HAVE TO TRIAL BY JURY IN REGARD TO ARBITRABLE CLAIMS.

                 (ii) Notwithstanding anything herein to the contrary,  however,
the Company may enforce in court, without prior resort to arbitration, any claim
concerning  actual  or  threatened  unfair  competition  and/or  the  actual  or
threatened use and/or  unauthorized  disclosure of  confidential  or proprietary
information of the Company.  The court shall determine  whether a claim concerns
actual or threatened  unfair  competition  and/or the actual or  threatened  use
and/or unauthorized disclosure of confidential or proprietary information of the
Company.

        (b) Arbitration Procedure.

                 (i)  American  Arbitration  Association  Rules;  Initiation  of
Arbitration; Location of Arbitration.  Arbitration of Arbitrable Claims shall be
in  accordance  with the  Employment  Dispute  Resolution  Rules of the American
Arbitration  Association  ("AAA  Rules"),  except as provided  otherwise in this
Agreement.  Arbitration  shall be initiated by providing  written  notice to the
other party with a statement of the claim(s) asserted,  the facts upon which the
claim(s) are based, and the remedy sought.  This notice shall be provided to the
other party  within six (6) months of the acts or omissions  complained  of. Any
claim not initiated within this  limitations  period shall be null and void, and
the Company and the Employee  waive all rights under  statutes of  limitation of
different duration. The arbitration shall take place in New York, New York.

                 (ii) Selection of Arbitrator. All disputes involving Arbitrable
Claims shall be decided by a single arbitrator (the "Arbitrator"),  who shall be
selected as follows.  The American  Arbitration  Association  ("AAA") shall give
each party a list of eleven (11) arbitrators  drawn from its panel of employment
arbitrators (the "Name List").  Each party may strike up to six (6) names on the
Name List it deems  unacceptable,  and shall notify the other party of the names
it has  stricken,  within  fourteen  (14) calendar days of the date the AAA gave
notice  of the Name  List.  If only one  common  name on the Name  List  remains
unstricken  by  the  parties,   that  individual  shall  be  designated  as  the
Arbitrator. If more than one common name remains on the Name Lists unstricken by
parties,  Employee  shall  strike  one of the  remaining  names and  notify  the
Company,  within  seven  (7)  calendar  days  of  notification  of the  list  of
unstricken  names.  If,  after  Employee  strikes  a name  as set  forth  in the
preceding sentence, there is still two or more unstricken names, the Company and
the Employee  shall  alternately  strike names (with the Company having the next
strike)  and  notify  the other  party of the  stricken  name  within  seven (7)
calendar days, until only one remains. If no common name on the initial the Name
List remains unstricken by the parties, the AAA shall furnish an additional list
or lists, and the parties shall proceed as set forth above,  until an Arbitrator
is selected.

                 (iii) Conduct of the Arbitration.

                      (A) Discovery.  To help prepare for the  arbitration,  the
Employee and the Company shall be entitled, at their own expense, to learn about
the facts of a claim before the  arbitration  begins.  Each party shall have the
right  to take the  deposition  of one (1)  individual  and any  expert  witness
designated  by  another  party.  Each  party  also  shall have the right to make
requests for production of documents to any party.  Additional  discovery may be
had only where the Arbitrator so orders,  upon a showing of substantial need. At
least thirty (30) days before the  arbitration,  the parties must exchange lists
of  witnesses,  including  any  expert  witnesses,  and  copies of all  exhibits
intended to be used at the arbitration.

                      (B) Authority.  The Arbitrator shall have  jurisdiction to
hear and rule on  pre-hearing  disputes and is  authorized  to hold  pre-hearing
conferences by telephone or in person as the  Arbitrator  deems  necessary.  The
Arbitrator  shall have the  authority to entertain a motion to dismiss  and/or a
motion for summary judgment by any party and shall apply the standards governing
such motions under the Federal Rules of Civil  Procedure.  The Arbitrator  shall
apply the substantive law (and the law of remedies,  if applicable) of the state
in which the claim arose, or federal law, or both, as applicable to the claim(s)
asserted.  The Arbitrator  shall have the authority to award  equitable  relief,
damages,  costs  and fees as  provided  by the law for the  particular  claim(s)
asserted.  The  arbitrator  shall not have the power to award remedies or relief
that a New York court  could not have  awarded.  The  Federal  Rules of Evidence
shall apply.  The burden of proof shall be  allocated as provided by  applicable
law.  Except as  provided  in Section  18(a)(ii),  the  Arbitrator,  and not any
federal,  state,  or local court or agency,  shall have  exclusive  authority to
resolve   any   dispute   relating   to   the   interpretation,   applicability,
enforceability  or formation of the Agreement,  including but not limited to any
claim that all or any part of any of the  Agreement  is void or voidable and any
assertion  that a  dispute  between  the  Employee  and  the  Company  is not an
Arbitrable Claim. The arbitration shall be final and binding upon the parties.

                      (C) Costs.  Either party, at its expense,  may arrange for
and pay the cost of a court  reporter  to provide a  stenographic  record of the
proceedings.  If the Arbitrator orders a stenographic  record, the parties shall
split the cost.  Except  as  otherwise  provided  in this  Section  18.12 and in
Section  18.7,  the Employee and the Company  shall  equally  share the fees and
costs of the arbitration and the Arbitrator.

        (c)   Confidentiality.   All  proceedings  and  documents   prepared  in
connection with any Arbitrable Claim shall be confidential and, unless otherwise
required by law, the subject matter thereof shall not be disclosed to any person
other than the parties to the proceeding,  their counsel, witnesses and experts,
the Arbitrator, and, if involved, the court and court staff. All documents filed
with the Arbitrator or with a court shall be filed under seal. The parties shall
stipulate to all arbitration and court orders  necessary to effectuate fully the
provisions of this subparagraph concerning confidentiality.

        (d)  Enforceability.  Either  party  may bring an action in any court of
competent jurisdiction to compel arbitration under this Agreement and to enforce
an arbitration award. Except as provided above,  neither party shall initiate or
prosecute  any  lawsuit  or  administrative  action  in any way  related  to any
Arbitrable  Claim. The Federal  Arbitration Act shall govern the  interpretation
and enforcement of this Section 18.12.


                                          INDIVIDUAL INVESTOR GROUP, INC.
                                          125 Broad Street, 14th Floor
                                          New York, New York  10004

                                          By:
                                                   Jonathan L. Steinberg
                                                   Chief Executive Officer



                                   Acceptance

         The  Employee  hereby  acknowledges:  I have  received  a copy  of this
         Agreement;  I have had the  opportunity  to  consult  legal  counsel in
         regard to this Agreement,  and have availed myself of that  opportunity
         to the extent I wish to do so (I  understand  the  Company's  attorneys
         represent  the  Company  and not  myself,  and I have not relied on any
         advice from the Company's  attorneys);  I have read and understand this
         Agreement;  I am  fully  aware  of  legal  effect  of  this  agreement,
         including  without  limitation  the  effect  of  Section  18.12  hereof
         concerning  arbitration;  and I have entered into this Agreement freely
         and   voluntarily  and  based  on  my  own  judgment  and  not  on  any
         representations   or  promises  other  than  those  contained  in  this
         Agreement.  The Employee  accepts this Option  subject to all the terms
         and conditions of this Agreement.

         The Employee  acknowledges  that there may be adverse tax  consequences
         upon  exercise of this Option or  disposition  of the Option Shares and
         that the Employee  should  consult a tax adviser prior to such exercise
         or disposition.




         Date                                               The Employee

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