NO PURCHASE NECESSARY. This Sweepstakes begins at 12:01 am Eastern Time on May 16, 2007, and ends at 11:59 pm Eastern Time on May 15, 2008 (the “Promotion Period”).

ELIGIBILITY REQUIREMENTS: To participate in this Sweepstakes, you must (a) be at least 18 yrs. of age, (b) be a legal resident of the United States, and (c) be willing to complete a “Reader Survey” in its entirety, which will be provided by the program Sponsor. Employees of the Sponsor, as well as its affiliates, vendors/agencies and immediate family/household members of these entities are not eligible to enter.

HOW TO ENTER: There are 2 ways to enter: 1.) Complete the “Reader Survey” found in our magazine, in its entirety, and mail it to: Plum Magazine “Reader Survey Sweepstakes”, 1878 East Avenue, Rochester, NY 14610. 2.) Visit www.plummagazine.com and complete the online “Reader Survey” in its entirety. Once you complete and mail or submit the survey, you will be “automatically entered” to win a prize. Sponsor is not responsible for lost, late, damaged, misdirected, illegible, postage-due, or incomplete mailed submissions, nor for online entries that are not received due to technical/transmission difficulties beyond their reasonable control.

WINNER SELECTION: There will be two Grand Prize (2) drawings throughout the Promotion Period, held on or about the following dates;

December 1, 2007 – for all survey submissions received through November 15, 2007.

June 1, 2008 – for all survey submissions received November 16, 2007 – May 15, 2008

Independent judges will select prizewinners in separate random drawings. Winners will be contacted by mail within approximately 2 weeks after each drawing. Odds of winning will depend upon the total number of eligible entries received. Judges decisions are final. Entries received between May 16 – November 15, 2007 will not be rolled over into the second half of the promotion period and considered for the second Grand Prize drawing.

PRIZES: One (1) Grand Prize winner from each drawing will receive a $1,500 shopping spree at Bloomingdale's.

Total value of all prizes being offered is $3,000.

Grand Prize winners will be required to execute an Affidavit of Eligibility & Liability/Publicity Release (where allowable) to be returned within ten (10) days of notification date, or prize may be forfeited and an alternate winner selected. All federal, state or other tax liabilities, if applicable, are the sole responsibility of the prizewinner(s). If a prize or prize notification is returned as undeliverable, this will result in disqualification and an alternate winner will be selected.

GENERAL CONDITIONS: By entering the Sweepstakes, entrants agree to all terms and conditions of these Official Rules, and by the decisions of the Sweepstakes Administrator, which are binding and final. Acceptance of prize constitutes permission for Sponsor to publish winner’s name and/or likeness, without additional compensation, unless and except where prohibited by law. All data collected from Reader Surveys become the sole property of the Sponsor. By entering, entrants agree to hold harmless, the Sponsor and all parties associated with this survey/sweepstakes from any and all liability arising from, or in connection with acceptance of any prize offered, or participation in this promotion.

LIMITATIONS OF LIABILITY: Sponsor not responsible for incomplete online entries due to system errors, failures or any technical malfunctions which may limit an entrant’s ability to participate. If for any reason this Sweepstakes is not capable of running as planned, including, but not limited to, infection by computer virus, bugs, tampering, unauthorized intervention, fraud, or any other causes beyond the reasonable control of Sponsor which corrupt or affect the administration, security, fairness, integrity or proper conduct of the promotion, then Sponsor reserves the right at its sole discretion to cancel, terminate, modify or suspend the Sweepstakes, and select winners from online and write-in entries received up to the point of termination. Sponsor not responsible for any technical or human error which may occur in processing entries for random drawings.

WINNERS LIST: For confirmation of the 2 Grand Prize winners name and city of residence, send SASE to:Plum Magazine “Reader Survey Sweepstakes Winners List Request,” PO Box 25497, Rochester, NY 14625.

SPONSOR: Plum Magazine, C/o Groundbreak Publishing, Inc., 276 5th Avenue (Suite 302), New York, NY 10001.

SWEEPSTAKES ADMINISTRATOR: The American Sweepstakes & Fulfillment Company, 2470 East Avenue (Suites 404/406), Rochester, NY 14610.

VOID OUTSIDE THE US AND WHERE PROHIBITED.