PEREZ HILTON (MARIO LAVANDEIRA)

AGE: 29
OCCUPATION: Gossip blogger turned quasi-celebrity
NUMBER OF TIME COVERS: 0
PREVIOUS APPEARANCES ON THE TIME 100: 0

PRO: His website, perezhilton.com, which gets 4 million daily hits and receives advertising from VH1, NBC and the ABC Family Channel, is often credited with breaking celebrity news (he's at least partially responsible for the outings of Lance Bass and Neil Patrick Harris).

CON: Tried producing a reality show for VH1, but the biggest celebrity he could find to appear in it was songwriter Diane Warren.