Document:

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                                                                  EXHIBIT 10.28

                                                                  April 7, 2001

Mr. Charles G. McCurdy
President
PRIMEDIA Inc.
745 Fifth Avenue
New York, NY 10151

Dear Charles:

     The purpose of this letter is to set forth the terms and conditions of
certain aspects of the employment arrangement between PRIMEDIA Inc. (the
"Company") and you (the "Executive").

     1.  The Executive's base annual salary shall remain at $700,000 and his
         target bonus percentage under the Executive Incentive Compensation Plan
         (discretionary and non-discretionary together) remain at 55% of base
         annual salary. In addition, the Executive is eligible annually for a
         discretionary cash bonus of up to $200,000 for superlative performance.

     2.  The Executive shall upon execution hereof receive a one-time cash
         payment of $117,600 in consideration of the cancellation of the
         Executive's Long Term Performance Plan.

     3.  The Executive will before April 30, 2001 be granted stock options to
         purchase 1 million shares of Company Common stock with an option
         exercise price of $17.4375 per share. Such stock options shall be
         granted under the Company's Stock Purchase and Option Plan, as amended,
         and shall contain all of the same terms and conditions as the prior
         Company stock options granted to the Executive except that the
         Executive shall have 90 days to exercise upon termination of
         employment, and the options shall vest upon a "Change of Control". The
         options shall vest 20% on the date of grant and 20% on each January 18
         thereafter through January 18, 2005. All of such stock options which
         are unvested upon the Executive's death shall thereupon immediately
         vest, and the Executive's estate or beneficiary shall have one year
         following his date of death to exercise.

         (i)  "Change of Control" shall mean the occurrence of one of the
              following events:

              (A)  a transaction or series of related transactions where the
                   controlling party (a party owning more than 50% of the
                   Company's voting stock) on the date of this Agreement (the
                   "Controlling Party") sells or otherwise disposes of

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                   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 Company representing 35% or more of the
                   Voting Stock (stock having the combined voting power of all
                   securities of the Company entitled to vote in the election of
                   directors of the Company) 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 the Controlling Party 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 of Directors of the Company;

              (B)  the Company 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
                   Company is disposed of pursuant to a merger, consolidation or
                   other transaction or the Company combines with another
                   company pursuant to a merger, consolidation or sale of the
                   Company's securities and the Company is not the surviving
                   corporation (unless the shareholders of the Company
                   immediately prior to any such merger, consolidation or other
                   transaction beneficially own, directly or indirectly, in
                   substantially the same proportion as they owned the voting
                   stock of the Company, the voting stock or other ownership
                   interests of the entity or entities, ir any, that succeed to
                   the business of the Company); or
              (D)  the Company combines with another company and is the
                   surviving corporation but, immediately after the combination,
                   the shareholders of the Company immediately prior to the
                   combination have beneficial ownership of 50% or less of the
                   voting stock of the combined company (there being excluded
                   from the number of shares held by such shareholders, but not
                   from the voting stock of the combined company, any shares
                   received by such shareholders in their capacity of
                   shareholders of such other Company in exchange for stock of
                   such other company).

         (ii) Notwithstanding anything contained in this Agreement to the
              contrary, in the event the Executive shall, upon leaving the
              Company's employ, become employed by any firm or corporation that
              directly competes with the Company in a majority of its business
              lines, the Company may give the Executive written notice
              shortening the 90 day period to exercise his then unexercised
              stock options. Such exercise period shall then expire on the first
              to occur of the 45th day following receipt of the written notice
              or the 90th day following the Executive's termination, whichever
              shall occur first.

     4.  With respect to the Company stock options granted pursuant to the terms
         of this letter agreement, the Executive shall have the right to pay the
         option exercise price by delivering shares of Company common stock
         which the Executive has held for six months or more that have a market
         value (based on the closing price the trading day preceding the date of
         exercise) equal to the aggregate exercise price of the stock options
         being exercised. It is understood and

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         agreed that other than the exercise price all payments required to be
         made in connection with the exercise of a stock option shall be made in
         cash.

     5.  The Executive has been or shall be granted stock options in each of the
         Internet entities listed below (each an "Internet Entity") equal to the
         respective percentage set forth below next to each such Internet Entity
         of the Fully Diluted Equity of the Internet Entity. For the purposes
         hereof, Fully Diluted Equity shall mean that number of shares
         determined by multiplying 120% by the actual number of Common Shares
         outstanding excluding all options. All such stock options shall, during
         the Executive's employment, vest at the rate of 25% on the first
         anniversary of the respective date of grant and 6.25% each subsequent
         three month period with 90 days to exercise upon termination of
         employment and one year to exercise in the event of the Executive's
         death. All unvested stock options shall vest upon a Change of Control,
         as defined above except that for the purposes of such definition the
         Internet Entity shall be the "Company".

<Table>
<Caption>
                    Internet Entity                  Equity %

                    <S>                              <C>
                    Industry Click                   1.75%
                    HPCi                             1%
                    Gr8Ride                          1.5%
                    Teen                             1.5%
                    Baby                             1.5%
                    Bride                            1.5%
                    Enthusiast                       1.5%  (this may be in each of outdoor, equine, craft,
                                                     history, etc, in lieu thereof)
                    NYMetro                          .375%
                    SoapCity                         .30% (if the transaction with SONY is consummated)
</Table>

     6.  With respect to HPCi, if there is a "Transforming Event" in the future
         while the Executive is in the employ of the Company, then the Executive
         shall be granted an additional 1% of the equity of HPCi.

     7.  For the purposes of this letter agreement, a "Transforming Event" shall
         mean:
            (a) an entity which is not an affiliate of the Company shall acquire
                a 10% or more interest in HPCi or
            (b) the equity in, or substantially of the assets of, HPCi shall be
                used to acquire in equity interest in an existing Internet
                enterprise or as the contribution to create an enterprise.

                If the Transforming Event eventuates in the Company or one of
                its subsidiaries owning less than 100% of the total equity of
                HPCi (excluding management stock options) then the percentage
                set forth in paragraph 6 above shall represent a percentage of
                the equity that PRIMEDIA or its subsidiary owns in HPCi as then
                constituted following the Transforming Event, and not a
                percentage of the total outstanding equity of HPCi as then
                constituted.

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     8.  The per share stock option exercise price for options in the Internet
         Entities shall be $.50. The date of grant for the Internet Entities
         shall be June 30, 1999 except for the additional 1% of HPCi, where in
         the date of grant shall be the actual grant date.

            (a) With respect to NY Metro, the date of grant is March 24, 2000
                and for the venture between Soap Opera Digest and Sony's
                Soapsonline, the closing date.

            (b) For all other stock options in Internet Entities, the date stock
                options are first granted to any persons.

     9.  In the event that the Company and the Executive shall determine in good
         faith that there will be no initial public offering or sale of all of
         the equity securities of an Internet Entity (a "Value Event") in which
         the Executive holds stock options prior to the expiration date of the
         stock options in that Internet Entity, but that either a parent company
         or subsidiary of such Internet Entity has or will prior to such
         expiration have a Value Event, the Executive shall have the right to
         swap the stock options from the non-Value Event entity to the Value
         Event entity in the same manner and on the same terms as other senior
         executives of PRIMEDIA other than Tom Rogers in the non-Value Event
         entity generally.

     10. With respect to internet entities not listed in Section 5 above, the
         Executive shall be considered for stock option grants therein on the
         same basis as other corporate executives considering such factors as
         level of involvement.

     11. In the event that the form of an Internet Entity shall be an LLC, a
         partnership, etc. in lieu of a corporation, options to acquire LLC
         units, partnership interests, etc. for stock options having the same
         economics and other effects shall be substituted.

     12. The Executive agrees to the following limitations on the Executive's
         sale of PRIMEDIA Common Stock, including shares acquired in the
         exercise of PRIMEDIA stock options.
            (a) The Executive will not:
                  (i) sell in any one day more than the greater of 10,000 shares
                      or 15% of the average daily volume over the 30 trading
                      days preceding the date of sale,
                  (ii) sell at a price less than $15 per share, and
                  (iii) sell on any day if for the five previous trading days
                      the closing price of the Common Stock was below the
                      closing price on the prior day.
            (b) The Executive may:
                  (i) sell blocks above 10,000 shares to parties identified by
                      the PRIMEDIA Investor Relations Department, but such
                      blocks must sell at $15 per share or above.

            (c)
                  (i) in the event the Executive cannot sell 400,000 shares by
                      June 30, 2001 because of the limitations or restrictions
                      set forth herein or imposed by law, the Executive shall
                      have the right to sell to the Company, by notice given no
                      later than July 15, 2001, that number of shares of
                      PRIMEDIA Common Stock received on the exercise of Company
                      Stock Options determined as follows: 400,000 minus all
                      shares sold (including both previously owned

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                      shares or shares received in the exercise of stock
                      options) during the period June 1, 2000 through June 30,
                      2001;

                 (ii) The purchase price per share will be the average closing
                      price for all trading days commencing June 1, 2000 and
                      ending June 30, 2001 but limited to $1,500,000 in the
                      aggregate.

            (d) The restrictions set forth in this Section 12 shall lapse upon
                the Executive's termination of employment or an event of default
                causing an acceleration of any of the Company's debt.

            (e) The restrictions set forth in this Section 12 shall not apply to
                shares sold in a registered offering under the Securities Act of
                1933 except for shares sold under the Registration Statement on
                Form S-8 covering the Stock Purchase and Option Plan.

     13. Nothing in this Agreement shall constitute an undertaking by the
         Executive to stay in the Company's employ nor by the Company to
         continue the Executive in its employ.

     14. This Agreement shall be governed and interpreted and enforced in
         accordance with the laws of the State of New York applicable to
         agreements made and to be performed in the State New York. In the event
         there shall be a dispute under this letter, the parties agree that such
         dispute shall be determined in an arbitration proceeding conducted by
         the American Arbitration Association and its applicable rules in New
         York City. Each and every decision of the arbitrators shall be binding
         on the parties hereto.

     15. Any notice required or desired to be served, given or delivered
         hereunder shall be in writing, and shall be deemed to have been validly
         served, given or delivered (i) five business days after deposit in the
         United States mails, with proper postage prepaid, whether by air, first
         class, registered or certified mail, (ii) one business day after being
         deposited with an overnight courier with all charges prepaid, or (iii)
         when delivered, if hand-delivered by messenger, all of which shall be
         properly addressed to the party to be notified and sent to the address
         indicated as follows:

              If to the Company:         PRIMEDIA Inc.
                                         745 Fifth Avenue
                                         New York, NY 10151
                                         Attn: General Counsel

              If to the Executive:       To address first above written

or to such other address as such party may specify to the other in writing in
accordance with the provisions hereof.

     16. Waiver by either party of a breach of any provision of this letter
         agreement by the other party shall not operate or be construed as a
         waiver of any subsequent breach by such waiving party.

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     17. This instrument contains the entire agreement and understanding of the
         parties hereto except for the agreements relating to stock options.
         Notwithstanding anything contained in any agreement to the contrary, in
         the event the provisions of this agreement shall conflict with the
         provisions of any other agreement to which the Company and Executive
         are parties, the provisions of this agreement shall govern. This
         agreement may not be changed except by an agreement in writing signed
         by the Executive and the Company.

     18. Simultaneously herewith and as a part hereof, Executive and the Company
         are executing the Stock Option Amendments in the form attached hereto.

     19. Provided that the transaction does not result in an earnings charge to
         the Company's earnings, the Executive may, six months prior to the
         exercise of any exercisable PRIMEDIA Stock Options, elect to exchange
         the stock options for deferred restricted stock units. Upon exercise of
         the stock options in accordance with stock option agreements as
         modified by this letter, the receipt of the shares of Common Stock
         issuable upon the exercise of the stock options shall be deferred in
         accordance with the Executive's deferral election and a Rabbi Trust
         shall be established for the benefit of the Executive to hold that
         number of shares equal to the number of exercised stock options.

Please indicate your agreement with the foregoing terms by executing this letter
agreement in the space indicated below.

                                                 Very truly yours,

                                                 PRIMEDIA Inc.

                                                 By: /s/ Beverly C. Chell
                                                    ---------------------
                                                 Title: Vice Chairman

AGREED TO AND ACCEPTED:

/s/ Charles G. McCurdy
----------------------
By: Charles G. McCurdy<Page>

                                                                  EXHIBIT 10.29

                             STOCK OPTION AGREEMENT

     THIS AGREEMENT (the "Agreement"), dated as of December 3, 1999, is made by
and between PRIMEDIA Inc. ("PRIMEDIA" or the "Company"), a Delaware corporation,
and Thomas S. Rogers (the "Optionee"), an employee of PRIMEDIA or a Subsidiary
or Parent (as defined below) of PRIMEDIA.

                                    RECITALS

     WHEREAS, the Optionee and PRIMEDIA have entered into the Employment
Agreement (as defined below), which provides, among other things, for the grant
of stock options to purchase shares of PRIMEDIA's common stock, $.01 par value
per share (the "Stock") to the Optionee; and

     WHEREAS, PRIMEDIA wishes to afford the Optionee the opportunity to purchase
5,000,000 shares of Stock by awarding an option under the PRIMEDIA 1992 Stock
Purchase and Option Plan as amended (the "Plan"), the terms of which are hereby
incorporated by reference and made a part of the Agreement; and

     WHEREAS, PRIMEDIA's Compensation Committee (the "Committee"), appointed to
administer the Plan, has determined that it would be to the advantage and in the
best interest of PRIMEDIA and its stockholders to grant to the Optionee a stock
option to purchase Stock as an incentive for increased efforts during the
Optionee's term of office with PRIMEDIA or a Subsidiary or Parent and has
advised PRIMEDIA thereof and instructed it to issue such Option (AS DEFINED
BELOW).

     NOW, THEREFORE, in consideration of the mutual representations, warranties,
covenants and agreements contained herein, the parties hereto hereby agree as
follows:

                                    ARTICLE I

                                   DEFINITIONS

     The following terms used herein shall have the meanings specified below:

          "CAUSE" shall have the meaning set forth in the Employment Agreement.

          "CHANGE IN CONTROL" shall have the meaning set forth in the Employment
           Agreement.

          "COMPENSATORY TRANSACTION" shall mean the exercise of a stock option
           or any other transaction in which the Optionee receives Stock in
           connection with the performance of services to the Company or any
           affiliate of the Company.

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          "CONSTRUCTIVE TERMINATION WITHOUT CAUSE" shall have the meaning set
           forth in the Employment Agreement.

          "DISABILITY" shall have meaning set forth in the Employment Agreement.

          "EMPLOYMENT AGREEMENT" shall mean the Employment Agreement effective
           as of the Effective Date as defined therein between the Optionee and
           PRIMEDIA, as it may be amended from time to time.

          "FAIR MARKET VALUE" shall have the meaning set forth in the Employment
           Agreement.

          "CODE" shall mean the Internal Revenue Code of 1986, as amended.

          "GRANT DATE" shall mean December 3, 1999.

          "NON-RENEWAL OF THE TERM OF EMPLOYMENT BY PRIMEDIA" shall refer to a
           non-renewal of the Term of Employment as described in Section 12(f)
           of the Employment Agreement.

          "PARENT" shall mean any corporation in an unbroken chain of
           corporations ending with PRIMEDIA if each of the corporations other
           than PRIMEDIA then owns stock possessing 50% or more of the total
           combined voting power of all classes of stock in one of the other
           corporations in such chain.

          "SUBSIDIARY" shall mean any corporation in an unbroken chain of
           corporations beginning with PRIMEDIA if each of the corporations, or
           group of commonly controlled corporations, other than the last
           corporation in the unbroken chain, then owns stock possessing 50% or
           more of the total combined voting power of all classes of stock in
           one of the other corporations in such chain.

          "TERM" shall mean 10 years from the Grant Date.

          "TERMINATION FOR CAUSE" shall mean the termination of the Optionee's
           employment by the Company for Cause in accordance with Section
           12(c)(i) of the Employment Agreement.

          "TERMINATION WITHOUT CAUSE" shall mean the termination of the
           Optionee's employment by the Company without Cause.

          "TRUSTEE" has the meaning set forth in Section 4.9.

          "VEST" OR "VESTING" (regardless of capitalization) shall mean to
           become exercisable as well as non-forfeitable, subject to the terms
           of this Agreement.

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                                   ARTICLE II

                                 GRANT OF OPTION

SECTION 2.1 - GRANT OF OPTION

               On and as of the date hereof, PRIMEDIA irrevocably grants to the
Optionee a stock option to purchase all or any part of the number of shares of
Stock set forth in the Recitals to this Agreement (any or all such shares, the
"Option Shares") upon the terms and conditions set forth herein (the "Option").

SECTION 2.2 - EXERCISE PRICE

               The exercise price shall be $12.3125 per Option Share without
commission or other charge.

SECTION 2.3 - CONSIDERATION TO PRIMEDIA: NO RIGHT TO EMPLOYMENT

               In consideration of the Option grant, the Optionee agrees to
render faithful and efficient service to PRIMEDIA or a Subsidiary or Parent, in
accordance with the Employment Agreement. Nothing in this Agreement or in the
Plan shall confer upon the Optionee any right to continue in the employ of
PRIMEDIA or a Subsidiary or Parent or shall interfere with or restrict in any
way the rights of PRIMEDIA and any Subsidiary or Parent, which rights hereby are
expressly reserved, to terminate the Optionee's employment at any time for any
reason whatsoever, with or without cause, subject to the terms of the Employment
Agreement.

SECTION 2.4 - ADJUSTMENTS IN OPTION

               (a) GENERAL. In the event of a stock split, stock dividend,
combination of shares or similar event or in the event that the outstanding
shares of Stock subject to the Option are, from time to time, changed into or
exchanged for a different number or kind of shares of Stock or other securities
of PRIMEDIA by reason of a merger, consolidation, recapitalization,
reclassification, or otherwise, the Committee shall make an appropriate and
equitable adjustment in the number and kind of shares or other consideration as
to which the Option, or portions thereof then unexercised, shall be exercisable
and/or in the exercise price and/or other terms and conditions of this Option,
and/or shall promptly make appropriate provision(s) for supplemental payments of
cash, securities, and/or other property, so as to avoid dilution or diminution
of the rights of the Optionee and of the economic opportunity and value
represented by the Option and to ensure there is no prejudice whatsoever to the
rights or economic value to the Optionee.

               (b) ROLL-OVER PROVISIONS. In the event of any merger,
consolidation or other transaction in which the Company is not the surviving
entity or the Company becomes (directly or indirectly) a subsidiary of another
entity, the Company shall take such steps as are necessary to assure that,
except to the extent the Optionee elects to exercise the Option or any portion
thereof as provided in Section 2.4 (c) below, the Optionee shall (if he so
elects) be provided

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               (i)  a replacement option that is exercisable for equity
                    securities of the surviving entity or

               (ii) if the Company or the surviving entity, as the case may be,
                    is a subsidiary of another entity, (A) a replacement option
                    that is exercisable for equity securities of the parent or
                    (B), if the Company or the surviving entity is one in a
                    chain of subsidiaries, a replacement option that is
                    exercisable for equity securities of the ultimate parent.

If the replacement option described in the preceding sentence is one to acquire
equity securities that are not publicly traded, the provisions of Section 4.8
below shall apply.

          If

               (x)  the surviving entity or

               (y)  any entity that is the parent, whether directly or through a
                    chain of subsidiaries, of the Company or the surviving
                    entity, as the case may be,

has publicly traded securities issued and outstanding, such replacement option
shall be exercisable for such publicly traded securities.

     Any replacement option described in this Section 2.4(b) shall provide
terms, conditions and economic opportunity (including, without limitation, an
aggregate spread value) no less favorable to the Optionee than did the Option
prior to such transaction. Any election by the Optionee pursuant to this Section
2.4(b) may be made as to all or any portion of the Option. Nothing in this
Section 2.4(b) shall prevent the Executive from exercising his rights pursuant
to Section 2.4(c) below.

(c) CHANGE IN CONTROL. In the event that holders of Stock receive cash,
securities or other property in respect of their Stock in connection with a
Change in Control transaction, the Company shall use its best efforts to enable
the Optionee (if he so elects) to exercise the Option (or any portion thereof)
at a time and in a fashion that will entitle him to receive in exchange for any
Stock thus acquired the same consideration as is received in such Change in
Control transaction by other holders of Stock.

                                   ARTICLE III

                            PERIOD OF EXERCISABILITY

SECTION 3.1 - COMMENCEMENT OF EXERCISABILITY

               Subject to the provisions of Section 3.2, the Option shall vest
and become exercisable at the rate of 1/48th thereof (rounded up to the nearest
whole number) on the third day of each calendar month commencing December 3,
1999 (with the first 1/48th becoming exercisable on December 3, 1999), provided
that all Option Shares shall become exercisable no later than November 3, 2003.

                                       4
<Page>

SECTION 3.2 - ACCERELATION OF EXERCISABILITY

               (a) Of the Option Shares vesting each month, 41,667 Option Shares
are deemed to be "Special Acceleration Option Shares". If the Fair Market Value
of a share of Stock doubles from the exercise price and remains at or above that
level for 30 consecutive calendar days, all Special Acceleration Option Shares
shall become vested and such vesting of the Special Acceleration Option Shares
shall be in lieu of the vesting of 41,667 Option Shares on a monthly basis. So
long as the Special Acceleration Option Shares have not been vested pursuant to
the preceding sentence, the Special Acceleration Option Shares shall continue to
vest at a rate of 41,667 Option Shares per month. Once all Special Acceleration
Option Shares have vested, vesting of 41,667 Option Shares per month shall be
deemed to have occurred; however, the operation of Section 3.2(a) shall never
result in the number of Option Shares that vest being less than the number which
would have vested based on the regular monthly vesting schedule, after deduction
of Special Acceleration Option Shares that have vested as a result of such
acceleration. To illustrate the above, assume on the second anniversary date the
Fair Market Value of the Stock has gone up 100% in value. 2,500,008 Option
Shares would have vested on the basis of monthly vesting. In this instance,
however, Optionee would be entitled to full acceleration of the Special
Acceleration Option Shares for an aggregate of 3,500,016 Option Shares as
follows:

     -    1,500,000 Option Shares based on monthly vesting at the rate of 1/48
          per month of the 2,999,984 non-acceleration Option Shares, plus

     -    all 2,000,016 Special Acceleration Option Shares based on the Fair
          Market Value test's having been met.

     -    The balance of the Option Shares continue to vest in accordance with
          Section 3.1 on the basis of 1/48 of 3,000,000, or 62,500 Option Shares
          per month, until all Option Shares are vested.

          (b)  Notwithstanding anything in this Agreement to the contrary, any
Option Shares not yet vested shall vest and become immediately exercisable upon
the Optionee's death, Disability, Termination without Cause, Non-Renewal of the
Term of Employment by PRIMEDIA, or Constructive Termination without Cause.

          (c) In the event of a Change in Control, all then-unvested Option
Shares shall become immediately vested and exercisable.

SECTION 3.3 - EXPIRATION OF OPTION

          The Option 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) 90 days after the effective date of the termination of the
Optionee's employment by reason of Termination for Cause or voluntary
termination by the Optionee (but

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<Page>

such 90-day limit shall not affect the exercisability of the Option as a result
of a termination due to death or Disability, a Termination without Cause, a
Constructive Termination without Cause or a retirement following the end of the
Term of Employment (as defined in the Employment Agreement), Anything in this
Agreement to the contrary notwithstanding, this Option shall continue for its
original Term in the event of a Non-Renewal of the Term of Employment by
PRIMEDIA.

                                   ARTICLE IV

                               EXERCISE OF OPTION

SECTION 4.1 - PERSON ELIGIBLE TO EXERCISE

          During the Optionee's lifetime, only the Optionee may exercise the
Option or any exercisable portion thereof; provided, however, that if during the
Term the Plan is amended to allow for transfers of Options, any such permitted
transferee may exercise the Option or receive Option Shares from the Trustee
pursuant to the Restricted Stock Unit Agreement referred to in Section 4.9.
Subject to the preceding sentence, after the death of the Optionee and prior to
the close of business on the Expiration Date, the Option or any exercisable
portion thereof may be exercised by the Optionee's legal 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
Option shall be referred to herein as the "Exercising Party".

SECTION 4.2 - PARTIAL EXERCISE

          The Option 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 Option Shares
only.

SECTION 4.3 - MANNER OF EXERCISE

          The Option or any exercisable portion thereof may be exercised solely
by delivering to the Office of the Secretary of PRIMEDIA all of the following
prior to the close of business on the Expiration Date:

          (a) notice in writing, signed by the Exercising Party, stating the
number of Option Shares with respect to which the Option is being exercised;

          (b) full payment of the exercise price for the Option Shares with
respect to which such Option or portion thereof is exercised, at a rate of
$12.3125 per Option Share, which may be made (i) by delivery to the Company of
cash, a wire transfer of immediately available funds, or a check payable to the
order of the Company in an amount equal to the exercise price of such Option
Shares; (ii) by delivering to the Company shares of Stock (which, in the event
they were acquired in a Compensatory Transaction, shall have been held by the
Optionee for at least six months before the date of such exercise) having an
aggregate Fair Market Value on the

                                       6
<Page>

date of presentation equal to the exercise price of such Option Shares: (iii)
through reasonable procedures that afford the Optionee the opportunity to sell
immediately some or all of the Option Shares underlying the exercised portion of
this Option, including without limitation, through a "brokered exercise" by
delivery or irrevocable instructions to a broker to sell a portion of Option
Shares deliverable upon the exercise of the Option sufficient to result in net
proceeds at least equal to the aggregate exercise price of the portion of the
Option so exercised and to deliver promptly to the Company an amount equal to
such aggregate exercise price or (iv) by any combination of (i),(ii) or (iii).

          (c) In the event that the Exercising Party is not the Optionee,
appropriate proof, in the sole judgment of PRIMEDIA, of the right of such
person to exercise the Option.

SECTION 4.4 - CONDITIONS TO ISSUANCE BY PRIMEDIA OF OPTION SHARES

          Notwithstanding the foregoing Section 4.3, the Committee in its
reasonable discretion may take any additional steps that it 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.

SECTION 4.5 - OPTION SHARES TO BE ISSUED

          The Option Shares deliverable upon the exercise of the Option or any
portion thereof or pursuant to the Restricted Stock Units Agreement may be
either previously authorized but unissued shares of Stock or issued shares that
have been reacquired subsequently by PRIMEDIA. Such Option Shares shall be fully
paid and nonassessable.

SECTION 4.6 - NO RIGHTS AS STOCKHOLDER

          Neither the Optionee nor any Exercising Party shall be stockholder of
PRIMEDIA in respect of any Option Shares or have any of the rights or privileges
thereof in respect of any Option Shares unless and until certificates
representing such Option Shares shall have been issued PRIMEDIA to such Optionee
or other Exercising Party.

SECTION 4.7 - SECURITIES REGISTRATION: SECURITIES LAW COMPLIANCE

          The Company represents that the Option Shares to be issued are or will
be upon issuance registered for resale by the Optionee or any Exercising Party
without restriction under the Securities Act of 1933 and under any and all
applicable state securities laws, and shall remain registered after the Option
or, any portion thereof, is exercised and, if applicable, Option Shares are
delivered pursuant to the Restricted Stock Units Agreement. Upon issuance of any
Option Share hereunder, the Optionee shall, if requested by the Company, make
such representations and furnish such information as may reasonably be necessary
to permit the Company to issue or transfer such Option Shares in compliance with
the provisions of applicable Federal and/or state securities laws.

SECTION 4.8 - GOING PRIVATE PROTECTION

                                        7
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          In the event that the Stock of the Company ceases to be listed, or
qualified for trading, on a national securities exchange or national market
system in the United States, the Company and the Optionee shall have previously
negotiated, in good faith, definitive agreements governing the rights, following
such event, of the Optionee in respect of the Option Shares acquired or to be
acquired pursuant to the Option so that the rights, value and economic
opportunity (including, without limitation, an aggregate spread value)
represented by such Option Shares, and by the Option , are not diminished.
Without limiting the foregoing, such definitive agreements shall (i) specify
that the Optionee may sell Option Shares acquired pursuant to the Option on no
less favorable a basis than sales made by KKR Associates and/or any of its
Affiliates (as defined in the Employment Agreement) ("KKR"), it s fund investors
or their respective successors, (ii) shall have appropriate terms governing
registration rights, tag-along rights, anti-dilution rights, and puts and calls
between the Company and the Optionee no less favorable than similar provisions
applicable to KKR, its fund investors or their respective successors, and (iii)
shall provide, at the Optionee's election, for full prompt cash liquidity (at
Fair Market) value) in the event of any termination of the Optionee's employment
with the Company that is described in Section 3.2(b) above.

SECTION 4.9 - DEFERRAL OF OPTION GAINS.

          (a) The Optionee shall have the right in his sole discretion to defer,
in the form of Restricted Stock Units (instead of receiving Option Shares), any
gains attributable to the exercise of any portion of the Option. "Restricted
Stock Unit" has the meaning defined in the Restricted Stock Units Agreement, the
form of which is appended hereto as Exhibit A (the "Restricted Stock Units
Agreement").

          (b) If he elects to exercise his rights pursuant to Section 4.9(a),
the Optionee shall deliver to the Company a Notice of Election to Defer Option
Gain through Restricted Stock Units substantially in the form of Exhibit B
hereto (a "Notice of Election") specifying the number of Option Shares as to
which the gains are to be deferred. A Notice of Election may be delivered at any
time, and from time to time, commencing on the date of this Agreement, shall
become effective 180 days after its delivery to the Company and shall remain
effective until the day immediately following the Expiration Date of this
Option. Such Notice of Election, once delivered, shall be irrevocable. Delivery
of a Notice of Election shall not, however, require that the portion of the
Option specified in the Notice of Election ever be exercised. Upon delivery of a
Notice of Election, the Company and the Optionee shall execute the Restricted
Stock Units Agreement if they have not already done so. Notwithstanding anything
herein to the contrary, the Notice of Election shall be inapplicable to any
portion of the Option which is exercised before the 180th day after the Notice
of Election is delivered.

          (c) In the event of exercise of any portion of the Option that is
subject to a Notice of Election, the Optionee shall deliver to the Company
shares of Stock (the "Presentation Shares") owned by the Optionee (which, in the
event they were acquired in a Compensatory Transaction, shall have been held by
the Optionee for at least six months before the date of such exercise) and
having an aggregate Fair Market Value on the date of delivery equal to the
exercise price. The Optionee shall thereupon have discharged his entire
obligation with respect to payment of the exercise price of such thereupon have
discharged his entire obligation with respect to payment of the exercise price
of such portion of the Option. The number of Option Shares as to which the
Option is being exercised in excess of the number of Presentation Shares shall
be

                                       8
<Page>

deferred in the form of Restricted Stock Unit. The Company shall return to the
Optionee a number of option shares equal to the number of Presentation Shares
delivered by him in connection with such exercise. In the event the Optionee
would thereby to entitled to any fractional Restricted Stock Units, a
corresponding amount of cash shall instead be delivered to the Trustee pursuant
to Section 4.9(d) below.

          (d) On each day as of which the Exercising Party exercises any vested
portion of the Option and the Optionee is entitled to receive any Restricted
Stock Units by virtue of the Optionee's having given notice to pursuant this
Section, the Company shall (a) deliver in trust to the trustee pursuant to a
Trust Agreement substantially in the form of Exhibit C between the Company and
such Trustee (the "Trustee") the number of Option Shares corresponding to the
number of Units so granted (and any other cash or property that would have been
delivered to Optionee had he exercised to the terms of such Trust Agreement, and
(b) deliver to the Exercising Party written advice of the number of Restricted
Stock Units so issued and of the delivery of such Option Shares and any cash or
property to the Trustee. The Company shall deliver the Option Shares, together
with all cash and other property that has been distributed in respect of each
Option Shares, together with all cash and other property that has been
distributed in respect of each Option Share since the date of exercise, to the
Exercising Party or his legal representative on the date or dates specified in
the Notice of Election provided that the Company's obligation to do shall be
discharged to the extent that the Trustee delivers Option Shares, cash and
property to the Exercising party. In the event that no Trustee delivers Option
Shares, cash and property to the Exercising Party. In the event that no Trustee
has been appointed at the date of execution of this Agreement, the Company
agrees that it will appoint a Trustee under a Trust Agreement substantially in
the form of Exhibit C no later than the business day before the first day of
exercisability of any portion as to which a Notice of Election shall have been
given. The Notice of Election may provide for earlier delivery in the event of
financial need (as approved by the Compensation Committee of the Board), death
or Disability.

                                    ARTICLE V

                                  MISCELLANEOUS

SECTION 5.1 - OPTION NOT TRANSFERABLE

          Unless allowed under the terms of the Plan as in effect at the time of
transfer, the Optionee's rights under this Agreement may not be transferred or
assigned, and neither the Option 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 judgment, levy, attachment, garnishment or any other legal or equitable
proceedings (including bankruptcy), and any attempted disposition thereof shall
not be null, and void and of no effect. Notwithstanding the foregoing, this
Section 5.1 shall not prevent transfers by will or by the applicable laws of
descent and distribution or in accordance with the terms of the Plans as then in
effect. 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.

                                        9
<Page>

SECTION 5.2 - SHARES TO BE RESERVED

          PRIMEDIA shall at all times during the term of the Option reserve and
keep available such number of shares of Stock as will be sufficient to satisfy
the requirements of this Agreement.

SECTION 5.3 - NOTICES

          Any notice to be given under the terms of this Agreement to PRIMEDIA
shall be addressed to PRIMEDIA as follows: PRIMEDIA Inc., 745 Fifth Avenue, New
York, New York, 10151, Attention: General Counsel. 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 5.3, 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 so
the Optionee's personal representative if such representative has previously
informed PRIMEDIA of his or her status and address by written notice under this
Section 5.3. All notices and other communications under this 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.

SECTION 5.4 - TITLES

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

SECTION 5.5 - APPLICABILITY OF PLAN, EMPLOYMENT AGREEMENT

          This Agreement, the Option and any Option Shares issued hereunder
shall be subject to all of the terms and provisions of the Plan, as modified by
the Employment Agreement. In the event of any conflict among this Agreement, the
Plan or the Employment Agreement, the terms of this Agreement shall control. The
issuance of the Option, including its terms as contained in this Agreement,
shall not affect the Company's obligations pursuant to Section 7(d) of the
Employment Agreement with respect to Internet Options (as defined therein),
which obligations remain fully in effect.

SECTION 5.6 - AMENDMENT; WAIVER

          No provision of this 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 Agreement,
provided 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 signed by the party waiving such compliance. 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.

SECTION 5.7 - GOVERNING LAW

                                       10
<Page>

          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 New York (without regard to conflicts
of law principles for such state).

SECTION 5.8 - RESOLUTION OF DISPUTES

          Any disputes under this Agreement shall be resolved in accordance with
Section 14 of the Employment Agreement, which shall be deemed incorporated
herein in full.

SECTION 5.9 - REPRESENTATIONS

          The Company represents and warrants that (a) it is fully authorized by
action of its Board and Compensation Committee (and of any other person or body
whose action is required) to enter into this Agreement and to perform its
obligations under it; (b) the execution, delivery and performance of this
Agreement by the Company does not violate any applicable law, regulation, order,
judgment or decree or any agreement, plan or corporate governance document of
the Company; (c) the terms of this Agreement are consistent with the terms of
the Plan; and (d) upon the execution and delivery of this Agreement by the
Company and the Optionee, this Agreement shall be the valid and binding
obligation of the Company, enforceable in accordance with its terms, except to
the extent enforceability may be limited by applicable bankruptcy, insolvency or
similar laws affecting the enforcement of creditors' rights generally.

SECTION 5.10 - COUNTERPARTS

          This Agreement may be executed in two or more counterparts, each of
which shall be deemed an original, but all of which, when taken together, shall
constitute one and the same instrument.

                                       11
<Page>

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

                                            PRIMEDIA Inc.

                                            By: /s/ Beverly C. Chell
                                                ----------------------
                                            Name:  Beverly C. Chell
                                            Title: Vice Chairman

AGREED AND ACCEPTED BY:

/s/ Thomas S. Rogers
--------------------
Optionee Signature

Thomas S. Rogers

Address:     c/o PRIMEDIA, INC.
             745 Fifth Avenue
             New York, NY 10151

                                       12
<Page>

                                                                       EXHIBIT B

                     NOTICE OF ELECTION TO DEFER OPTION GAIN
                         THROUGH RESTRICTED STOCK UNITS

TO:       PRIMEDIA, Inc.

ATTN:     General Counsel

RE:       Stock Option Agreement

          Pursuant to Section 4.9 of the Stock Option Agreement dated as
of December 3, 1999 (the "Agreement") between PRIMEDIA, Inc. and Thomas S.
Rogers, please award me Restricted Stock Units in lieu of issuing shares of
PRIMEDIA stock in the event that I exercise the Option, as follows:

          _________ Upon any exercise by me of this Option (CHECK THIS LINE IF
          YOU WANT THIS NOTICE TO APPLY TO ANY EXERCISE YOU MAKE OF THE OPTION).

          or

          __________ Upon my exercise of this Option as to _____ Option Shares
          (CHECK THIS LINE IF YOU WANT THIS NOTICE TO APPLY TO A SINGLE EXERCISE
          AND ENTER THE NUMBER OF OPTION SHARES YOU WANT THIS NOTICE TO APPLY
          TO).

          THIS NOTICE OF ELECTION IS EFFECTIVE 180 DAYS AFTER ITS DELIVERY TO
THE COMPANY AND SHALL BE IRREVOCABLE. I UNDERSTAND THAT THIS NOTICE OF ELECTION
WILL BE INAPPLICABLE TO ANY PORTION OF THE OPTION THAT I EXERCISE BEFORE SUCH
NOTICE OF ELECTION BECOMES EFFECTIVE. I FURTHER UNDERSTAND THAT IF MY EMPLOYMENT
TERMINATES UNDER CIRCUMSTANCES IN WHICH I HAVE LESS THAN 180 DAYS TO EXERCISE
OUTSTANDING OPTIONS (E.G., PURSUANT TO SECTION 3.3(B) OF THE STOCK OPTION
AGREEMENT), THIS NOTICE OF ELECTION MUST HAVE BEEN DELIVERED AT LEAST 180 DAYS
IN ADVANCE OF OPTION EXERCISE IN ORDER TO BE EFFECTIVE AT THE TIME OF EXERCISE.

          I understand that the Company will deliver the Option Shares and any
other property represented by the Restricted Stock Units, as described in such
Section 4.9, to the Trustee (as defined in the Agreement) at the time required
by such Section. I elect to have Option Shares in like number and any other
property due to me under such Section 4.9 or represented by the Restricted Stock
Units delivered to me or my legal representative as soon as practicable after
the earliest of the following:

          -    my death
          -    my Disability (as defined in the Employment Agreement referred to
               in the Agreement)
          -    a request based on financial need (which request shall have been
               granted by the Compensation Committee of your Board of
               Directors); or

<Page>

          -    _______________________________________________________________
               (Supply date or dates and percentage of Option Shares and other
               property to be delivered on each date.)

-------------------------------
Thomas S. Rogers *

DATE:   ________________, 200__

*or his legal representative

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