OCCUPATION: Editor-in-chief of Wired magazine, author of The Long Tail
NUMBER OF TIME COVERS: 0
PREVIOUS APPEARANCES ON THE TIME 100: 0
PRO: His catchphrase theory that the Internet has changed consumer culture from big hits and bestsellers to more diverse, specialized niche products could completely change the world of business.
CON: Mass-market productseven mediocre onesare still big business with blockbusters like Pirates of the Caribbean earning $423 million at the box office last year and Microsoft's new Windows Vista selling 20 million copies in its first month.