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                                                                    EXHIBIT 10.1

                INCENTIVE AND PERFORMANCE STOCK OPTION AGREEMENT
                                    UNDER THE
                1992 PRIMEDIA INC. STOCK PURCHASE AND OPTION PLAN
                             AS AMENDED (THE "PLAN")

     This Incentive Stock Option Agreement (the "Option Agreement") has been
entered into as of April ________, 2002 (the "Effective Date") between PRIMEDIA
Inc., a Delaware corporation (unless the context otherwise requires, together
with any subsidiary (as such term is defined in the Plan), (the "Corporation"),
and __________________ (the "Optionee") pursuant to certain provisions of the
Plan.

     1.   DEFINITIONS. Throughout this Option Agreement, capitalized terms not
          otherwise defined herein shall have the meanings indicated in the
          Plan.

     2.   OPTION GRANT. Subject to the terms and conditions set forth herein,
          the Corporation grants to the Optionee that number of options to
          purchase from the Corporation at the respective purchase prices set
          forth below per share, (as adjusted from time to time pursuant to the
          terms of this Agreement and the Plan, (the "Purchase Price"), up to,
          but not exceeding, in the aggregate, ___________ shares of Common
          Stock (the "Options"), as adjusted pursuant to the Plan. Thirty
          percent of the Options will vest in accordance with the provisions of
          Section 4 (a) (the "Time Vest Options") and 70% of the Options will
          vest in accordance with the provisions of Section 4 (b) (the
          "Performance Vest Options").

                                TIME VEST OPTIONS

<Table>
<Caption>
          NUMBER OF OPTIONS                  PURCHASE PRICE
          -----------------                  --------------
          <S>                                    <C>
          30% of Options                         $  4
</Table>

                            PERFORMANCE VEST OPTIONS

<Table>
          <S>                                    <C>
          30% of Options                         $  5
          40% of Options                         $  6
</Table>

     3.   GRANT INTENDED AS INCENTIVE STOCK OPTION; OTHER OPTIONS. These Options
          are intended to be treated for federal income tax purposes as
          Incentive Stock Options under Section 422 of the Internal Revenue Code
          of 1986, as amended (the "Code"), to the maximum extent permissible
          under the Code. If for any reason, all or any of these Options cannot
          be treated as Incentive Stock Options under the Code, the part of
          these Options that cannot be treated as Incentive Stock Options shall
          be valid and outstanding non-qualified stock options. These Options
          are in addition to any other options heretofore or hereafter granted
          to the Optionee by the Corporation or any subsidiary but a duplicate
          original of this instrument shall not cause the grant of another
          option.

     4.   VESTING.

          (a) TIME VEST OPTIONS. So long as the Optionee continues to be
              employed by the Corporation through the applicable vesting date,
              the Optionee's right to exercise these Options with respect to the
              number of Time Vest Options described in Section 2 shall vest on
              an equal prorata basis at the end of each of the 48 calendar
              months starting with the month in which the Effective Date occurs.

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          (b) PERFORMANCE VEST OPTIONS. So long as the Optionee continues to be
              employed by the Corporation or a subsidiary through the applicable
              vesting date, the Optionee's right to exercise these Options with
              respect to 100% of the Performance Vest Options shall vest on the
              eighth anniversary of the Effective Date; HOWEVER, Optionee's
              right to exercise the Performance Vest Options shall accelerate if
              the respective Target EBITDA (as defined below) is met in the
              respective years, as set forth in subsection (d) below.

          (c) For purposes of this Section 4:

                  (i)   "EBITDA" shall mean for any Fiscal Year an amount equal
                        to the Corporation's consolidated net income from
                        continuing businesses for such year PLUS the sum of
                        interest expense, provisions for income and franchise
                        taxes, depreciation, amortization of intangible assets,
                        other (income) and charges including non-cash
                        compensation and non-recurring charges, provision for
                        severance, closures and restructuring related costs,
                        (gains) losses on the sales of businesses and other,
                        net, amortization of deferred financing costs,
                        provisions for impairment of investments, impairments of
                        goodwill and intangibles, expenses paid or accrued for
                        consulting services provided by Capstone Consulting, and
                        extraordinary charges MINUS the sum of interest income
                        and extraordinary gains, if any, for such year. EBITDA
                        shall be determined in a manner consistent with the
                        Corporation's prior practice as set forth in the
                        Corporation's financial statements forming part of its
                        Quarterly Report on Form 10-Q for the calendar quarter
                        ended March 31, 2002 (Footnote 15, Business Segment
                        Information) which will in any event be in accordance
                        with generally accepted accounting principles as in
                        existence on March 31, 2002.

                  (ii)  "Fiscal Year" means any one of the Corporation's
                        calendar years 2002 through 2005, as applicable.

                  (iii) "Target EBITDA" shall mean, for any given Fiscal Year
                        the EBITDA set forth in Section 4.

          (d) The Performance Vest Options shall accelerate in accordance with
              the following table when the respective Target EBITDA is met in
              any one of the Fiscal Years set forth in the column "Fiscal Year"
              next to the Target EBITDA:
<Table>
<Caption>
               NUMBER OF     PURCHASE                        FISCAL
 TRANCHE        OPTIONS       PRICE     TARGET EBITDA         YEAR
---------   --------------   --------   -------------   ------------------
<S>         <C>                <C>      <C>             <C>
Tranche 1   30% of Options     $ 5      $ 300 million   2003
Tranche 2   30% of Options     $ 6      $ 340 million   2003 or 2004
Tranche 3   10% of Options     $ 6      $ 380 million   2003, 2004 or 2005
</Table>

          (e) In the event that the Corporation fails to achieve, in respect of
              any given Fiscal Year, Target EBITDA set for such year, there
              shall be no acceleration of vesting of any Tranche as to which the
              Target EBITDA is not met in that Fiscal Year.

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          (f) The Corporation shall use its best efforts to determine EBITDA for
              each Fiscal Year by March 31 of the following Fiscal Year and,
              following such determination, the Corporation shall promptly
              notify Optionee of the results of such determination.

          (g) In addition, the Compensation Committee may adjust any or all
              Target EBITDA to fairly and appropriately reflect the effect of
              any significant mergers, acquisitions, or dispositions approved by
              the Board of Directors in any case that was not contemplated in
              establishing the respective Target EBITDA; PROVIDED, HOWEVER, that
              in the event the Compensation Committee takes any such action,
              such adjustment shall be only the amount deemed reasonably
              necessary by the Compensation Committee, in the exercise of its
              good faith judgment, to accurately reflect the direct and
              measurable effect such event has on such Target EBITDA. The
              Compensation Committee's determination of such necessary
              adjustment shall be made within 60 days following the completion
              or closing of such event, and shall be based on the Corporation's
              accounting as set forth in its books and records and on the
              Corporation's financial plan pursuant to which the Target EBITDA
              was originally established.

          (h) The Options shall vest on the last day of the Fiscal Year as to
              which the EBITDA Target is met.

     5.   CHANGE OF CONTROL. In the event of a "Change of Control" (as defined
          in this paragraph), then 100% of such unvested portion of the Time
          Vest Options shall become fully vested. A "Change of Control" for
          purposes of this Option Agreement shall mean:

          (a) A transaction or series of related transactions whereby KKR
              Associates and/or its Affiliates ("KKR") (a) sells or otherwise
              disposes of beneficial ownership (within the meaning of Rule 13d-3
              of the Securities Exchange Act of 1934, as amended (the "1934
              Act")) of securities of the Corporation representing 35% or more
              of the combined voting power of all securities of the Corporation
              entitled to vote in the election of directors of the Corporation
              to any single person or group (within the meaning of Section 13(d)
              (3) of the 1934 Act, and the rules and regulations promulgated
              thereunder), other than to an Affiliate of KKR, and in connection
              with or following such disposition such single person or group
              obtains control of a majority of the seats (other than vacant
              seats) on the Board.

          (b) the Corporation adopts any plan of liquidation providing for the
              distribution of all or substantially all of its assets;

          (c) all or substantially all of the assets or business of the
              Corporation is disposed of pursuant to a merger, consolidation or
              other transaction (unless the shareholders of the Corporation
              immediately prior to such merger, consolidation or other
              transaction beneficially own, directly or indirectly, in
              substantially the same proportion as they owned the voting stock
              of the Corporation, all of the voting stock or other ownership
              interests of the entity or entities, if any, that succeed to the
              business of the Corporation); or the Corporation combines with
              another Corporation and is the surviving corporation but,
              immediately after the combination, the shareholders of the
              Corporation immediately prior to the combination hold, directly or
              indirectly, 50% or less of the voting stock of the combined
              Corporation (there being excluded from the number of shares held
              by such shareholders, but not from the voting stock of the

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              combined Corporation, any shares received by affiliates of such
              other Corporation in exchange for stock of such other
              Corporation).

     6.   EXPIRATION OF OPTIONS. The Options granted hereunder may not be
          exercised to any extent after the first to occur of the following
          events (the "Expiration Date"):

          (a) The tenth anniversary of the Grant Date; or

          (b) The first anniversary of the effective date of the Optionee's
              termination of employment by reason of death, Retirement or
              Permanent Total Disability or

          (c) 90 days after termination of the Optionee's employment for any
              reason other than for death, Permanent or Total Disability or
              Retirement; or

          (d) If the Committee so determines, the effective date of either the
              merger or consolidation of Corporation into another corporation,
              or the exchange or acquisition by another corporation of all or
              substantially all of Corporation's assets or 80% or more of its
              then outstanding voting stock, or the recapitalization,
              reclassification, liquidation or dissolution of Corporation. At
              least ten (10) days prior to the effective date of such event, the
              Committee shall give the Optionee notice of such event if the
              Options have not yet been fully exercised and the Expiration Date
              has not yet occurred. Nothing in this provision shall negate the
              acceleration of the Time Vest Options upon a change.

     7.   EXERCISE.

          (a) During the Optionee's lifetime, only the Optionee may exercise the
              Options or any exercisable portion thereof. After the death of the
              Optionee and prior to the close of business on the Expiration
              Date, the Options or any exercisable portion thereof may be
              exercised by the Optionee's personal representative, or by any
              person empowered to do so under the Optionee's will or under the
              then applicable laws of descent and distribution. The party
              entitled to exercise the Options shall be referred to herein as
              the "Exercising Party".

          (b) The Options or any exercisable portion thereof may be exercised in
              whole or in part at any time prior to the close of business on the
              Expiration Date; provided, however, that any exercise shall be for
              whole shares only.

          (c) The Options or any exercisable portion thereof may be exercised
              solely by delivering to the Office of the Secretary of Corporation
              all of the following prior to the closing of business on the
              Expiration Date:

              (i)   Notice in writing, signed by the Exercising Party, stating
                    the number of Shares with respect to which the Options are
                    being exercised;

              (ii)  Full payment (in cash, by check, or Shares owned more than
                    six months which shall be valued at their fair market value,
                    or by a combination thereof) for the Shares with respect to
                    which such Options or portion thereof are exercised, plus
                    any withholdings applicable thereto; and

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              (iii) In the event that the Exercising Party is not the Optionee,
                    appropriate proof, in the sole judgement of Corporation, of
                    the right of such person to exercise the Options.

          (d) No Options shall become exercisable as to any additional Shares
              following the effective date of the termination of employment of
              the Optionee for any reason other than the death, Permanent or
              Total Disability or Retirement of Optionee; and

          (e) In the event of a termination of employment because of death,
              Permanent or Total Disability or Retirement, the Options shall
              become exercisable as to all Shares as of the effective date of
              such termination of employment

          (f) Notwithstanding the other provisions of this Section 7, the
              Committee may take such reasonable additional steps that it
              reasonably deems appropriate, including the requirement of
              additional documents, representations and actions of or by the
              Exercising Party, to ensure the observance and performance of the
              representations set forth in the notice of exercise, and
              compliance with applicable federal or state securities laws or
              regulations.

          (g) In addition, Corporation shall not be required to issue or deliver
              any certificate representing Shares prior to the obtaining of
              approval or other clearance from any state or federal governmental
              agency or securities exchange that the Committee shall, in its
              absolute discretion, determine to be necessary or advisable.

          (h) The Shares deliverable upon the exercise of the Options, or any
              portion thereof, may be either previously authorized but unissued
              shares of Common Stock or issued Shares that have been reacquired
              subsequently by Corporation. Such Shares shall be fully paid and
              nonassessable.

          (i) Each Exercising Party shall be obligated to notify Corporation in
              writing when any Shares are sold, transferred or otherwise
              disposed of.

          (j) Neither the Optionee nor any Exercising Party shall be a
              stockholder of the Corporation or have any of the rights or
              privileges thereof in respect of any Shares unless and until
              certificates representing such Shares shall have been issued by
              Corporation to such Optionee or other Exercising Party.

          (k) Notwithstanding the foregoing, the Options may be exercised by the
              Exercising Party utilizing a "cashless exercise" or "brokered
              exercise" transaction.


     8.   POWERS OF COMMITTEE. The Committee shall have the power to interpret
          the Plan and this Agreement and to adopt such rules for the
          administration, interpretation and application of the Plan as are
          consistent therewith and to interpret or revoke any such rules. All
          actions taken and all interpretations and determinations made by the
          Committee shall be final and binding upon the Optionee or other
          Exercising Party, Corporation and all other interested persons. No
          member of the Committee shall be personally liable for any action,
          determination or interpretation made in good faith with respect to the
          Plan or this Agreement. In its absolute discretion, the Board of
          Directors of Corporation may at any

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          time and from time to time exercise any and all rights and duties of
          the Committee under the Plan and this Agreement.

     9.   OPTIONS NOT TRANSFERABLE. The Optionee's rights under this Agreement
          may not be transferred or assigned, and neither the Options nor any
          interest or right therein or part thereof shall be liable for the
          debts, contracts or engagements of the Optionee or his or her legal
          successors or shall be subject to disposition by transfer, alienation,
          anticipation, pledge, encumbrance, assignment or any other means,
          whether such disposition be voluntary or involuntary or occur by
          operation of law by judgement, levy, attachment, garnishment or any
          other legal or equitable proceedings (including bankruptcy), and any
          attempted disposition thereof shall be null and void and of no effect.
          Notwithstanding the foregoing, this Section 9 shall not prevent
          transfers by will or by the applicable laws of descent and
          distribution. All of the terms and provisions of this Agreement shall
          be binding on, and shall inure to the benefit of, the respective legal
          successors and assigns of the parties.

     10.  NO OBLIGATION TO EXERCISE OPTIONS. The grant and acceptance of these
          Options imposes no obligation on the Optionee to exercise.

     11.  ADJUSTMENTS. The Option Purchase Price and the number of shares of
          Common Stock subject to these Options shall be subject to adjustment
          from time to time in accordance with Section 7.1 of the Plan.

     12.  RIGHTS AS SHAREHOLDER. An Optionee shall have no rights as a
          stockholder of the Corporation with respect to any shares underlying
          the Options until the day of the payment of the Option Purchase Price
          in accordance with the terms and provisions hereof.

     13.  PAYMENT OF WITHHOLDING TAXES. Upon the Optionee's exercise of his or
          her Options in accordance with the provisions of this Option
          Agreement, the Optionee shall pay to the Corporation at the time of
          delivery of the notice and payment of the Purchase Price the amount of
          any federal, state or local income tax withholding or other employment
          related tax that may be due upon the exercise of the Options. The
          determination of the amount of any such federal, state or local income
          tax withholding or other employment tax due in such event shall be
          made by the Corporation and shall be binding upon the Optionee.

     14.  RESERVATION AND REGISTRATION OF SHARES. The Corporation shall at all
          times during the term of the Options reserve and keep available such
          number of shares of Common Stock as will be sufficient to satisfy the
          requirements of this Agreement. The Shares issuable upon the exercise
          of the Options are registered under the Securities Act of 1933 (the
          "Act") and the Corporation shall use its best efforts to maintain the
          registration under the Act of the Shares issuable upon exercise of the
          Options.

     15.  DEFERRAL OF ISSUANCE TO COMPLY WITH APPLICABLE LAWS. Anything in this
          Option Agreement to the contrary notwithstanding, if, at any time
          specified herein for the issuance of Common Stock resulting from the
          exercise of these Options, any law, regulation or requirements of any
          governmental authority having jurisdiction in the premises shall
          require either the Corporation or the Optionee, in the judgment of the
          Corporation, to take any action in connection with the shares then to
          be issued, then the issue of such shares shall be deferred until such
          action shall have been taken.

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     16.  ADJUSTMENTS IN OPTIONS PURSUANT TO MERGER, CONSOLIDATION, ETC. In the
          event that the outstanding shares of the stock subject to Options are,
          from time to time, changed into or exchanged for a different number or
          kind of shares of the Corporation or other securities of the
          Corporation by reason of a merger, consolidation, recapitalization,
          reclassification, stock split, stock dividend, combination of shares,
          or otherwise, the Corporation shall make an adjustment in the number
          and kind of shares and/or the amount of consideration as to which or
          for which, as the case may be, such Options, or portions thereof then
          unexercised, shall be exercisable, in such manner as the Corporation
          determines is reasonably necessary to maintain as nearly as
          practicable the rights, benefits and obligations that the parties
          would have had absent such event. Any such adjustment made by the
          Corporation shall be final and binding upon the Optionee, the
          Corporation and all other interested persons.

     17.  MISCELLANEOUS.

          (a) Any notice to be given under the terms of this Agreement to the
              Corporation shall be addressed to Corporation as follows:

                  PRIMEDIA, Inc.
                  745 Fifth Avenue
                  New York, NY 10151
                  Attention:  Secretary

              Any notice to be given to the Optionee shall be sent to the
              address given beneath his or her signature to this Agreement. By a
              notice given pursuant to this Section 17, either party may
              hereafter designate a different address for notices. Any notice
              that is required to be given to the Optionee shall, if the
              Optionee is then deceased, be given to the Optionee's personal
              representative if such representative has previously informed
              Corporation of his or her status and address by written notice
              under this Section 17. All notices and other communications under
              this Option Agreement shall be in writing and shall have been
              deemed duly given when delivered personally, mailed by registered
              mail, return receipt requested or sent by documented overnight
              delivery service.

          (b) Titles are provided herein for convenience of reference only and
              are not to serve as a basis for interpretation or construction of
              this Option Agreement.

              (i)   This Option Agreement, the Options and any Shares issued
                    hereunder shall be subject to all of the terms and
                    provisions of the Plan to the extent applicable. In the
                    event of any conflict between this Option Agreement and the
                    Plan, the terms of the Plan shall control.

              (ii)  Notwithstanding the provisions of any agreement relating to
                    Optionee's employment heretofore entered into, none of the
                    Performance Vest Options shall vest upon a Change of
                    Control.

          (c) No provision of this Option Agreement may be amended or modified
              except by an instrument or instruments in writing signed by the
              parties hereto. Any party may waive compliance by another with any
              of the provisions of this Option Agreement, provided

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              that (a) no waiver of any provision hereof shall be construed as a
              waiver of any other provision or subsequent breach and (b) any
              such waiver shall be in writing. The failure of any party hereto
              to enforce at any time any provision hereof shall not be construed
              to be a waiver of such provision, nor in any way to affect the
              validity hereof of any part hereof or the right of any party
              thereafter to enforce each and every such provision.

          (d) To the extent not governed by the laws of the United States,
              including the Code, this Agreement shall be governed by, and
              construed and enforced in accordance with, the laws of the State
              of Delaware (without regard to conflicts of law principles for
              such state).

          (e) Corporation and the Optionee hereby irrevocably submit to the
              jurisdiction of any New York or Delaware state court, or any
              Federal court in the Southern District of New York or in Delaware
              in any action or proceeding arising out of or relating to this
              Option Agreement, and the parties hereto irrevocably agree that
              all claims in respect of such action or proceeding shall be heard
              and determined only in such courts. Corporation and the Optionee
              hereby consent to and grant to any such court jurisdiction over
              the persons of such parties and over the subject matter of any
              such dispute and agree that delivery or mailing of any process or
              other papers in the manner provided in Section 17 herein, or in
              such other manner as may be permitted by law, shall be valid and
              sufficient service thereof.

     IN WITNESS WHEREOF, this Agreement has been executed and delivered by the
parties hereto on the date first set forth above.

                                    PRIMEDIA Inc.



                                    By:
                                        ---------------------------
                                             Optionee
                                             Title

          AGREED AND ACCEPTED BY:


          -------------------------
          Optionee Signature


          Optionee Name (Print):
                                -----------------------------------
          Social Security Number:
                                 ----------------------------------
          Address:
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