(letter to advertisers)

(Letterhead) CHOCOLATIER: The Quarterly Magazine for Chocolate Lovers

A LETTER FROM THE PUBLISHER

Dear Advertiser,

It is my pleasure to introduce you to CHOCOLATIER, the quarterly magazine for chocolate lovers. CHOCOLATIER is a "collectible" magazine that leaves lasting impressions - editorially, and more to the point, as an advertising medium.

CHOCOLATIER is a literary tribute to a national indulgence and an exemplary new vehicle for sweetening your advertising media mix. Consider our premise for a magazine about chocolate and you'll see what we mean.

Chocolate is universal in its appeal. Chocolate is sensual, elegant, sophisticated. Chocolate is a reward, a pleasure. And it's proving to be a major food for the decade.

This past year, sales of chocolate soared above the $10 billion dollar mark. Luxury chocolate is at the heart of this thriving industry. Gourmet chocolate shops are opening up all across the United States, and Americans are showing their overwhelming response by spending up to $36.00 a pound for luxury chocolates.

This renewed appreciation for the finer things in life is being led by the baby boomers - those who now have the buying power and good taste to indulge in life's extraordinary pleasures. Both men and women in this select market segment are taking a serious interest in cooking and entertaining at home, fine wines, the right atmosphere, the complete dining experience. The objective of CHOCOLATIER is to provide today's discerning consumer precisely what he or she appreciates, requires, and deserves to know about one of the world's best-loved foods.

CHOCOLATIER will be graphically and visually stunning - an irresistible array of photography in addition to the finest editorial content. CHOCOLATIER will become a welcome addition to he epicure's library - a decorative reference guide to be enjoyed again and again.

Most important, however, CHOCOLATIER will be an opportunity for you, the advertiser, to reach a prime, upscale market with a magazine that's targeted to their intellect, their taste for chocolate and the finer things in life.

· In our introductory year, we will offer an editorial to advertising ration of 70/30. An unquestionable value among publications today.
· In October, we will launch a national advertising campaign and subscription drive that will attract both an elite crowd of consumers and the advertisers who want to reach this group.

· CHOCOLATIER will be in the forefront of the gourmet chocolate explosion; participating in prestigious chocolate events, including festivals in New York, Chicago, Philadelphia and a special chocolate cruise.

· CHOCOLATIER will also offer unique, exciting merchandising opportunities for our advertisers throughout the year - all highly palatable to both advertisers and audience alike.

The market is heating up rapidly. And CHOCOLATIER is HOT! It's not just sugar coating, but pure, solid substance. And your participation can be the most richly rewarding of any magazine in your media mix.

So join us in our premier issue when we take the wrappers off the most exciting, distinctive, influential magazine of its kind. CHOCOLATIER!

Sincerely,

Michael Schneider
Publisher

HAYMARKET LTD. 45 West 34th Street Suite 407, New York, N.Y. 10001 (212) 239-0855

(Chocolatier letterhead)

EXPERIENCE CHOCOLATIER.

Here's a mouth-watering sample of what you'll find in the premier issue of CHOCOLATIER:

· An Interview with James Beard - Dean of American Cuisine
· An Exclusive Profile of Dilettante - One of the fastest-growing companies in the gourmet chocolate market and the subject of an upcoming Julia Child program in her new series for PBS
· A Dieter's Dilemma in a World of Chocolate - By noted author Carol Day
· Travels with Chocolatier - Takes you to Umbria, Italy to visit the famous home of Perugina chocolates
· Chocolate Potpourri - Newsflashes and new product listings
· Chocolatier Cooking Class - A step-by-step lesson in cooking with chocolate, premiering with Martin Johner, the renowned chocolate chef
· The Business of Chocolate - Explores opportunities for choc-ing up big profits

THE CHOCOLATIER READER

CHOCOLATIER is targeted to a highly select group. They're young, upscale and discriminating. They appreciate the very best that life has to offer and are willing to pay more for quality and style.

The CHOCOLATIER reader is today's trend setter:

· Young
· Affluent
· Well Educated
· Well Traveled
· Active, Involved

CHOCOLATIER TARGET DEMOGRAPHICS

· 60% Female
· 40% Male
· Median Age 34
· Median Income $00,000

HAYMARKET LTD. 45 West 34th Street Suite 407, New York, N.Y. 10001 (212) 239-0855

(Chocolatier letterhead)

CHOCOLATIER ADVISORY BOARD

A host of well-known, highly revered experts will contribute to the on-going success of CHOCOLATIER.

Irena Chalmers: Award-winning cookbook publisher of The Great American Cooking Schools series. Executive Food Editor of Cook's Magazine.

Elizabeth Schneider-Colchie: Noted cookbook author of Ready When You Are: Made-Ahead Meals for Entertaining, food journalist who contributes to national magazines.

Gary Goldberg, Martin Johner: Co-directors of cooking classes and catering services at the Culinary Center of New York, Co-authors of Mountains of Chocolate and Successful Parties, Simple and Elegant. Gary is also a nationally-known restaurant consultant.

Bert Greene: Syndicated columnist for "Bert Greene's Kitchen," TV chef on Hour Magazine, author of Honest American Fare, Bert Greene's Kitchen Bouquet.

Carole Lalli: Former Food and Wine Editor for House and Garden, Senior Editor at Simon and Schuster Publishing.

Phillip Schulz: Magazine and newspaper writer, Vodka 'n Vittles cookbook.

HAYMARKET LTD. 45 West 34th Street Suite 407, New York, N.Y. 10001 (212) 239-0855

(Chocolatier letterhead)

Copy Distribution Breakdown
(U.S. map and chart of distribution figures)

HAYMARKET LTD. 45 West 34th Street Suite 407, New York, N.Y. 10001 (212) 239-0855

(Chocolatier Rate Card)

(cover)

(Chocolatier header)

(Elegant illustration of a gentleman offering a chocolate to a seated lady)

RATE CARD
NUMBER ONE
CIRCULATION RATE BASE 500,000

(inside)

GENERAL CONDITIONS

A Advertisements are accepted upon the representation that the advertiser and its agency have the right to publish the contents thereof. In consideration of such publication, advertiser and its agency agree to indemnify and hold Publisher harmless against any loss including attorney's fees by reason of any claims arising out of publication.

B All contents of advertisements are subject to Publisher's approval. Publisher reserves the right to reject or cancel any advertisement, insertion order, space reservation, or position commitment at any time.

C Positioning of advertisements is at discretion of Publisher except where a request for a specified preferred position is acknowledged by Publisher in writing. Preferred position cannot be guaranteed if material arrives after closing date.

D Publisher shall have no liability for errors in key numbers.

E Cancellation or changes in orders may not be made by the advertiser or its agency after closing date.

F Publisher shall not be liable for any costs of damages if for any reason it fails to publish an advertisement.

G Publisher shall have the right to hold advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to Publisher for advertising which advertiser or its agent ordered and which advertising was published.

H No conditions other than those set forth in this rate card shall be binding on the Publisher unless specifically agreed to in writing by the Publisher.

I All mail order advertisers must guarantee full refund to all customers.

J Publisher assumes advertisers agree to the conditions set forth in this rate card without further notice.

CHARTER ADVERTISERS RATE PROTECTION
Charter advertisers will be guaranteed the rates set forth in this rate card for each insertion.

(Chocolatier logo)
EDITORIAL PROFILE

CHOCOLATIER is a distinctive magazine dedicated to men and women who love fine chocolate. CHOCOLATIER recognizes the discerning palate of the chocolate connoisseur by providing what he or she appreciates and deserves to know about one of the world's best-loved foods in an imaginative, elegant and contemporary fashion. CHOCOLATIER features delectable, yet simple to follow, chocolate recipes for cooks of varying degrees of culinary skill. Related features include travel, spirits, art and all aspects of entertaining. CHOCOLATIER is a literary tribute to a national indulgence.

ADVERTISING RATES (chart)

REGIONAL ADVERTISING INFORMATION

EASTERN REGION
50% off National Rate

MIDWEST REGION
60% off National Rate

WESTERN REGION
50% off National Rate

CLASSIFICATIONS
Hotels: 20% Discount
Restaurants: Per Agate line $15.00
Retail: 20% Discount

FREQUENCY DISCOUNTS

FOUR TIME RATE: 10% OFF RATE CARD

Frequency discounts are based on advertiser's contract year. Spread counts as two insertions.
Minimum size ad eligible for frequency discount, 1/6 page.
Schedules composed of mixed space units of 1/6 page or larger are entitled to standard frequency discounts, except when use of smaller units lowers cost of campaign below amount which larger units would earn at their earned rate.

AGENCY COMMISSION & DISCOUNT
Agency Commission 15%
Cash Discount 2% 10 days from issue of invoice

CACHET CHOCOLATIER
Cachet Chocolatier is a mail order directory which will appear in every issue. Cachet Chocolatier will provide listings of specialty foods, cookware and related items. Rates for Cachet Chocolatier section apply to all ads smaller than 1/6 page.
All Cachet Chocolatier insertions will run in the National Edition only.
Cachet Chocolatier insertions cannot be combined with display ads to achieve frequency discounts.

SHIPPING INSTRUCTIONS

Send insertion orders and materials to:

CHOCOLATIER Magazine
Production Department
45 West 34th Street * Room 407
New York, New York 10001

MECHANICAL REQUIREMENTS
(charts for page size, Four Color, Black & White and Spot Color, Issuance and closing information, Circulation)

(back cover)

(logo) CHOCOLATIER The Quarterly Magazine for Chocolate Lovers

MICHAEL SCHNEIDER
President, Publisher

LYNNE DOMINICK
Advertising Director

LIBBY HALL
Advertising Representative

212-239-0855

Published by HAYMARKET LTD. 45 West 34th Street Suite 407, New York, N.Y. 10001