Chairman and chief executive, America Online Inc. (last year No.
3) 1997 COMPENSATION $2.7 million AGE 40 E-MAILSteveCase@aol.com BIO Case cheerfully rubs elbows with Wall Streeters more often
than he does with denizens of Silicon Valley--which is why his
election to the New York Stock Exchange board of directors in
June made so much sense. With a background marketing hair
conditioner for Procter & Gamble and testing pizza toppings for
Pizza Hut, Case has always had his eye focused on the consumer.
His understanding of what users want (simplicity, friendliness)
has guided Case through AOL's darkest days. Now the company has
finally figured out how to turn its enormous audience (14.5
million and growing) and ubiquitous brand name into real profits
by charging advertisers, retailers and publishers premium rates
for access to its coveted subscribers. As cheap PCs and online
shopping grow in abundance and appeal, Case's "training wheels"
approach to the Internet positions him to profit from a world of
new, inexperienced Net users. 1998 POWER PLAY After a marketing
blitz put AOL's name everywhere, the company's new strategy is to
make the service available anywhere--most importantly on the tube.
AOL acquired the Web-based TV company NetChannel in May. Since
then, Case has expressed interest in acquiring cable lines. In
June he rebuffed an AT&T overture to buy out his company, but
weeks later he was quick to applaud AT&T's TCI merger and to
angle for a piece of broadband pie. PLACE YOUR BETS Case's grand
plans are finally being realized. If you're going to share the
Web with his millions of newbies, you may as well own a chunk of
his success. Analysts call AOL a strong buy.
