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                                                                   EXHIBIT 10.10


                                 JOSTENS, INC.
                          EXECUTIVE CHANGE IN CONTROL
                              SEVERANCE PAY PLAN

                        First Declaration of Amendment
                        ------------------------------

Pursuant to the retained power of amendment contained in Section 5.2 of the
Jostens, Inc. Executive Change in Control Severance Pay Plan, the undersigned
hereby amends the Plan in the manner described below.


1.   Section 4.2(b) of the Plan is amended to read as follows:

          (b)  The Company will make a lump sum cash payment to an Eligible
               Participant in an amount equal to the amount by which the
               actuarially equivalent lump sum value of his or her hypothetical
               pension benefit under the Company Pension Plans exceeds the
               actuarially equivalent lump sum value of the benefit which he or
               she is actually entitled to receive under the Company Pension
               Plans. For purposes of applying the foregoing sentence:

               (i)  Company Pension Plan means each qualified or nonqualified
                    defined benefit pension plan, arrangement or agreement
                    maintained by the Company and covering the Eligible
                    Participant, or to which the Company and the Eligible
                    Participant are parties, as in effect immediately prior to
                    the Eligible Participant's Date of Termination (without
                    regard to any changes to such plans, arrangements or
                    agreements that constitute Good Reason);

               (ii) Hypothetical pension benefit under the Company Pension Plans
                    means the benefit to which an Eligible Participant would be
                    entitled under the Company Pension Plans if he or she had
                    completed a number of additional years of service for all
                    purposes under each Company Pension Plan (including, but not
                    limited to, application of the benefit formula, application
                    of the benefit accrual method, application of the vesting
                    schedule, entitlement to benefits, rights and features and
                    application of the requirements for eligibility to
                    participate) equal to the greater of (1) the amount by which
                    ten exceeds the number of years of service actually taken
                    into account for the purpose in question under the Company
                    Pension Plan and (2) the number of years of service credit
                    that the Eligible Participant would have received pursuant
                    to the Company Pension Plan had he or she remained employed
                    through the end of his or her Continuation Period in the
                    same position and on the same schedule as in effect
                    immediately prior to his or her Termination Date (without
                    regard to any change that constitutes Good Reason);
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               (iii)  If the Eligible Participant has an Executive Supplemental
                      Retirement Agreement with the Company, the provisions of
                      this subsection will be applied after and in addition to
                      any adjustments to his or her benefit under the Executive
                      Supplemental Retirement Agreement made as a result of the
                      Change in Control or the termination of his or her
                      employment on or after the date of the Change in Control;

               (iv)   Benefits will be determined based on the Eligible
                      Participant's actual compensation as defined under the
                      applicable Company Pension Plan and the limitations in
                      effect under Code Sections 401(a)(17), 415 and other
                      applicable Code sections for the appropriate period that
                      includes the Date of Termination;

               (v)    The Eligible Participant will be deemed to commence his or
                      her benefit under each Company Pension Plan as of his or
                      her normal retirement date under the Company Pension Plan
                      (of if later as of the first day of the month first
                      following the Participant's Date of Termination) in the
                      normal form of payment under the Company Pension Plan; and

               (vi)   Actuarial equivalence will be determined based on the
                      assumptions used as of the date of the payment pursuant to
                      this section to determine the value of a lump sum payment
                      of $5000 or less under the Jostens Pension Plan D (or any
                      successor plan) or if that plan has been terminated
                      without the establishment of a successor plan, based on
                      the assumptions used to determine the value of lump sum
                      payments of $5000 or less in connection with the
                      termination.

2.   Section 4.3 of the Plan is amended to read as follows:

     4.3. Continuation of Certain Welfare Benefits
          ----------------------------------------

          (a)  Through the end of an Eligible Participant's Continuation Period
               or, if earlier, through the last day of the first month after the
               Eligible Participant's Date of Termination during which the
               Eligible Participant commences full-time employment, the Company
               will provide, or arrange to provide, medical, dental, vision and
               life insurance benefits (excluding premium conversion or flexible
               spending accounts under any cafeteria plan) to each Eligible
               Participant (and his or her family members and dependents who
               were eligible to be covered at any time during the 90-day period
               ending on the date of a Change in Control for the period after
               the Change in Control in which such family members and dependents
               would otherwise continue to be covered under the terms of the
               applicable Benefit Plan in effect immediately prior to the Change
               in Control) under the same terms and at the same cost to the
               Eligible Participant and his or her family

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               members and dependents as similarly situated executives who
               continue to be employed by the Company (without regard to any
               reduction in such benefits that constitutes Good Reason).

          (b)  For purposes of determining whether an Eligible Participant is
               eligible for retiree health benefits under any Benefit Plan, the
               Eligible Participant will be credited with a number of additional
               years of service and a number of additional years of age equal to
               the greater of (i) the amount by which ten exceeds the number of
               years of service actually taken into account in determining his
               or her eligibility for retiree health benefits and (ii) the
               number of years of service credit that the Eligible Participant
               would have received pursuant to the Benefit Plan had he or she
               remained employed through the end of his or her Continuation
               Period in the same position and on the same schedule as in effect
               immediately prior to his or her Termination Date (without regard
               to any change that constitutes Good Reason). If the Eligible
               Participant satisfies the applicable age and service requirements
               for retiree health benefits because of this subsection, he or she
               will become eligible for such benefits commencing as of his or
               her attainment of age 55 or, if later, as of his or her
               Termination Date. The Company may arrange to provide retiree
               health benefits through a separate plan or arrangement which is,
               in all respects, at least as favorable to the Eligible
               Participant and his or her family members and dependents as the
               Company's retiree Plan in which he or she would otherwise be
               eligible to participate.

          (c)  To the extent an Eligible Participant incurs a tax liability
               (including federal, state and local taxes and any interest and
               penalties with respect thereto) in connection with a benefit
               provided pursuant to Subsection (a) or (b) which he or she would
               not have incurred had he or she been an active employee of the
               Company participating in the Company's Benefit Plan or had he or
               she actually satisfied the eligibility requirements for retiree
               health benefits, as the case may be, the Company will make a
               payment to the Eligible Participant in an amount equal to such
               tax liability plus an additional amount sufficient to permit the
               Eligible Participant to retain a net amount after all taxes
               (including penalties and interest) equal the initial tax
               liability in connection with the benefit. For purposes of
               applying the foregoing, an Eligible Participant's tax rate will
               be deemed to be the highest statutory marginal state and federal
               tax rate (on a combined basis) then in effect. The payment
               pursuant to this subsection will be made within ten days after
               the Eligible Participant's remittal of a written request therefor
               accompanied by a statement indicating the basis for and amount of
               the liability.

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3.   Section 4.5 of the Plan is amended to read as follows:

     4.5. Excess Parachute Payments.
          -------------------------

          Following a Change in Control, the Company will cause its independent
          auditors promptly to review, at the Company's sole expense, the
          applicability of Code Section 4999 to any payment or distribution of
          any type by the Company to an Eligible Participant or for his or her
          benefit, whether paid or payable or distributed or distributable
          pursuant to the terms of this Plan, any other Benefit Plan or
          otherwise (the "Total Payments"). If the auditor determines that the
          Total Payments result in an excise tax imposed by Code Section 4999 or
          any comparable state or local law or any interest or penalties with
          respect to such excise tax (such excise tax, together with any such
          interest and penalties, are collectively referred to as the "Excise
          Tax"), the Company will make an additional cash payment (a "Gross-Up
          Payment") to the Participant within 10 days after such determination
          equal to an amount such that after payment by the Participant of all
          taxes (including any interest or penalties imposed with respect to
          such taxes), including any Excise Tax, imposed upon the Gross-Up
          Payment, the Participant would retain an amount of the Gross-Up
          Payment equal to the Excise Tax imposed upon the Total Payments. For
          purposes of the foregoing determination, the Participant's tax rate
          will be deemed to be the highest statutory marginal state and federal
          tax rate (on a combined basis) then in effect. If no determination by
          the Company's auditors is made prior to the time the Participant is
          required to file a tax return reflecting the Total Payments, the
          Participant will be entitled to receive from the Company a Gross-Up
          Payment calculated on the basis of the Excise Tax the Participant
          reported in such tax return, within 10 days after the later of the
          date on which the Participant files such tax return or the date on
          which the Participant provides a copy thereof to the Company. In all
          events, if any tax authority determines that a greater Excise Tax
          should be imposed upon the Total Payments than is determined by the
          Company's independent auditors or reflected in the Participant's tax
          return pursuant to this Section 4.5, the Participant will be entitled
          to receive from the Company the full Gross-Up Payment calculated on
          the basis of the amount of Excise Tax determined to be payable by such
          tax authority within 10 days after the Participant notifies the
          Company of such determination. If any Other Arrangement specifically
          provides that benefits thereunder will be reduced or limited so that
          such benefits or the Total Payments will not result in the imposition
          of an excise tax pursuant to Code Section 4999, the reduction or
          limitation will apply, to the extent provided in the Other
          Arrangement, solely to the benefits provided pursuant to the Other
          Arrangement as if the benefits under the Other Arrangement constituted
          the entire Total Payments, and such reduction or limitation will not
          otherwise reduce or limit the actual Total Payments.


The foregoing amendments are effective as of August 1, 1999.

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IN WITNESS WHEREOF, the undersigned has caused this instrument to be executed by
its duly authorized officers this 18th day of October, 1999.


                                        JOSTENS, INC.


                                        By  /s/ Robert C. Buhrmaster
                                          ------------------------------
                                                Chief Executive Officer

                                        And /s/ William J. George
                                           -----------------------------
                                                      Secretary

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