MADISON GAS & ELECTRIC CO
DEF 14A, 1994-03-24
ELECTRIC & OTHER SERVICES COMBINED
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<PAGE>
                            SCHEDULE 14A INFORMATION

                  Proxy Statement Pursuant to Section 14(a) of
                      the Securities Exchange Act of 1934

    Filed by the Registrant /X/
    Filed by a Party other than the Registrant / /
    Check the appropriate box:
    / /  Preliminary Proxy Statement
    /X/  Definitive Proxy Statement
    / /  Definitive Additional Materials
    / /  Soliciting  Material  Pursuant  to  Section  240.14a-11(c)  or  Section
         240.142-12

                        MADISON GAS AND ELECTRIC COMPANY
- --------------------------------------------------------------------------------
                (Name of Registrant as Specified In Its Charter)
                        MADISON GAS AND ELECTRIC COMPANY
- --------------------------------------------------------------------------------
                   (Name of Person(s) Filing Proxy Statement)

Payment of Filing Fee (Check the appropriate box):

/X/  $125 per Exchange Act Rules 0-11(c)(1)(ii), 14a-6(i)(1), or 14a-6(i)(2)
/ /  $500 per  each party  to  the controversy  pursuant  to Exchange  Act  Rule
     14a-6(i)(3)
/ /  Fee   computed  on   table  below   per  Exchange   Act  Rules  14a-6(i)(4)
     and 0-11
     1) Title of each class of securities to which transaction applies:
        ------------------------------------------------------------------------
     2) Aggregate number of securities to which transaction applies:
        ------------------------------------------------------------------------
     3) Per unit  price  or  other  underlying  value  of  transaction  computed
        pursuant to Exchange Act Rule 0-11:*
        ------------------------------------------------------------------------
     4) Proposed maximum aggregate value of transaction:
        ------------------------------------------------------------------------
*    Set forth the amount on which the filing fee is calculated and state how it
     was determined.
/ /  Check box if any part of the fee is offset as provided by Exchange Act Rule
     0-11(a)(2)  and identify the  filing for which the  offsetting fee was paid
     previously. Identify the previous filing by registration statement  number,
     or the Form or Schedule and the date of its filing.
     1) Amount Previously Paid:
        ------------------------------------------------------------------------
     2) Form, Schedule or Registration Statement No.:
        ------------------------------------------------------------------------
     3) Filing Party:
        ------------------------------------------------------------------------
     4) Date Filed:
        ------------------------------------------------------------------------
<PAGE>
                        MADISON GAS AND ELECTRIC COMPANY
                                     [LOGO]

                     -------------------------------------

                                PROXY STATEMENT
                            -----------------------

                         ANNUAL MEETING OF SHAREHOLDERS
                             TO BE HELD MAY 9, 1994
<PAGE>
                        MADISON GAS AND ELECTRIC COMPANY
                              POST OFFICE BOX 1231
                         MADISON, WISCONSIN 53701-1231

                                                                  March 24, 1994
Dear Shareholder:

    The  directors and officers  of the Company  join me in  extending a cordial
invitation to you to attend our  1994 Annual Meeting of Shareholders which  will
be  held on  Monday, May  9, 1994,  at 11:00  a.m., local  time, at  the Holiday
Inn--Madison West,  1313  John Q.  Hammons  Drive, Greenway  Center,  Middleton,
Wisconsin (see the map on the next page).

    The  accompanying Proxy  Statement requests  approval of  the election  of a
slate of nominees for directors of Class II to hold office until 1997.

    At the Meeting we will discuss  last year's operations, comment on items  of
interest  to you and the Company, and  give you an opportunity to ask questions.
Following the Meeting,  our Company's officers,  directors, and other  employees
will be available to answer any questions you may have.

    YOUR  VOTE IS IMPORTANT TO  US. I ENCOURAGE YOU  TO SIGN YOUR PROXY PROMPTLY
AND MAIL IT BACK TO US  even if you plan to  attend the Meeting. You may  revoke
your proxy at the Meeting and vote your shares in person if you wish.

    I hope you will be able to attend.

                                           Very truly yours,
                                           DAVID C. MEBANE
                                           President, Chief Executive Officer,
                                           and Chief Operating Officer
<PAGE>
     IF  YOU PLAN TO ATTEND  THE ANNUAL MEETING IN  PERSON, PLEASE FILL OUT THE
 ENCLOSED ATTENDANCE CARD AND RETURN IT WITH YOUR PROXY SO THAT WE MAY HAVE  AN
 INDICATION OF THE NUMBER OF SHAREHOLDERS PLANNING TO ATTEND THE MEETING.

     IF  YOU  HAVE ANY  QUESTIONS,  PLEASE FEEL  FREE  TO CALL  OUR SHAREHOLDER
 SERVICES TOLL-FREE NUMBER. CALL 1-800-356-6423 IF YOU ARE CALLING FROM OUTSIDE
 WISCONSIN   (CONTINENTAL   UNITED   STATES).   IN   WISCONSIN,   PLEASE   CALL
 1-800-362-6423, AND IN THE MADISON AREA, CALL 252-4744.

                                 [PASTE UP MAP]

From the West Beltline Highway, take Exit 252 -- Greenway Blvd.
<PAGE>
                        MADISON GAS AND ELECTRIC COMPANY
                              POST OFFICE BOX 1231
                         MADISON, WISCONSIN 53701-1231
                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                        MONDAY, MAY 9, 1994, 11:00 A.M.

    The  1994 Annual Meeting of Shareholders of Madison Gas and Electric Company
will be held  in Middleton, Wisconsin,  at the Holiday  Inn--Madison West,  1313
John  Q. Hammons Drive, Greenway Center, Middleton, Wisconsin, on Monday, May 9,
1994, at 11:00 a.m., local time, for the purposes of:

        (1) Electing four directors of Class II to hold office until the  Annual
    Meeting of Shareholders in 1997 and until their successors have been elected
    and qualified.

        (2)  Transacting such  other business  as may  properly come  before the
    Meeting.

    Only those shareholders of Common Stock  of record at the close of  business
on  March 1,  1994, are entitled  to vote  at the Meeting.  All shareholders are
requested to be  present at the  Meeting in person  or by proxy.  Enclosed is  a
proxy.

    Your  attention  is  directed to  the  Proxy  Statement of  Madison  Gas and
Electric Company on the following pages.

                                           By order of the Board of Directors

                                           GARY J. WOLTER, Secretary
March 24, 1994
                                 --------------

    IT IS IMPORTANT TO YOU  AND THE COMPANY THAT  YOUR SHARES BE REPRESENTED  AT
THE  ANNUAL MEETING OF SHAREHOLDERS.  EVEN IF YOU PLAN  TO ATTEND THE MEETING IN
PERSON,  YOU  ARE  REQUESTED  TO  SIGN,  DATE,  AND  MAIL  THE  ENCLOSED   PROXY
PROMPTLY--REGARDLESS OF THE SIZE OF YOUR STOCK HOLDING.

    THE  SIGNATURE ON THE PROXY  SHOULD CORRESPOND EXACTLY WITH  THE NAME OF THE
SHAREHOLDER AS IT APPEARS ON THE PROXY.  WHERE STOCK IS REGISTERED IN THE  NAMES
OF TWO OR MORE PERSONS, ALL SUCH PERSONS SHOULD SIGN THE PROXY.

    IF  THE PROXY IS SIGNED AS ATTORNEY, PERSONAL REPRESENTATIVE, ADMINISTRATOR,
TRUSTEE, OR GUARDIAN, PLEASE INDICATE FULL TITLE AS SUCH.

                                       1
<PAGE>
                        MADISON GAS AND ELECTRIC COMPANY
                              POST OFFICE BOX 1231
                         MADISON, WISCONSIN 53701-1231
                                PROXY STATEMENT

To the Shareholders of the Common Stock of
MADISON GAS AND ELECTRIC COMPANY:

    This Proxy Statement and accompanying proxy, to be mailed on or about  March
24, 1994, are furnished as a part of the solicitation of proxies by the Board of
Directors  of Madison Gas  and Electric Company (hereinafter  referred to as the
"Company"), to  be voted  at the  1994  Annual Meeting  of Shareholders  of  the
Company  to be held  in Middleton, Wisconsin, at  the Holiday Inn--Madison West,
1313 John Q. Hammons  Drive, Greenway Center,  Middleton, Wisconsin, on  Monday,
May  9, 1994,  at 11:00  a.m., local  time, for  the purposes  set forth  in the
accompanying Notice  of  Annual  Meeting  of  Shareholders.  A  shareholder  who
executes  a proxy may revoke it  at any time before it  is voted. A proxy may be
revoked by written notice  to the Company, execution  of a subsequent proxy,  or
attendance  at the Meeting and voting in  person. Attendance at the Meeting will
not automatically revoke a proxy.

    As of  March 1,  1994,  the Company  had  outstanding 10,719,812  shares  of
28,000,000  authorized shares  of Common Stock  and 220,000  shares of 1,199,000
authorized shares of  Cumulative Preferred Stock.  The Common Stock  constitutes
the  only class  of securities entitled  to vote  at the 1994  Annual Meeting of
Shareholders. Only those shareholders of Common Stock of record at the close  of
business  on March  1, 1994, are  entitled to vote  at the Meeting.  At the 1985
Annual Meeting  of Shareholders,  the shareholders  of the  Company approved  an
amendment  to the  Company's Restated  Articles of  Incorporation (the "Restated
Articles") limiting the voting power of  any shareholder who acquires more  than
10  percent of the Company's  outstanding voting stock. To  the knowledge of the
Company,  this  limitation  does  not   currently  apply  to  any   shareholder.
Accordingly,  at the present time one share  of Common Stock will be entitled to
one vote. For those shareholders who are participants in the Company's Automatic
Dividend Reinvestment and Stock Purchase  Plan, the shares you have  accumulated
in  the Plan are held by the Administrator of the Plan under the nominee name of
Whimm & Co., and those shares, including your reinvestment shares, will be voted
in accordance with the direction given on the proxy.

                                       2
<PAGE>
                             ELECTION OF DIRECTORS

    The Board of  Directors consists  of eleven  directors and  is divided  into
three  classes (two classes of four directors and one class of three directors),
with one class being elected each year  for a term of three years.  Accordingly,
it  is proposed that the four nominees listed below be elected to serve as Class
II directors  for three-year  terms, to  expire at  the 1997  Annual Meeting  of
Shareholders and upon the election and qualification of their successors.

    Messrs. Bolz, Stark, Swanson, and Vondrasek are currently Class II directors
whose  terms expire at the  1994 Annual Meeting and  who have been nominated for
reelection.

    Each of the nominees  has indicated a willingness  to serve if elected,  and
the  Board  of Directors  has  no reason  to believe  that  any nominee  will be
unavailable. If  any  of the  nominees  should become  unable  to serve,  it  is
presently  intended  that  the proxies  solicited  hereby  will be  voted  for a
substitute nominee designated by the Board of Directors.

    A shareholder may (i) vote for the election of all named director  nominees,
(ii)  withhold authority to vote for all  named director nominees, or (iii) vote
for the election of  all such nominees  other than any  nominee with respect  to
whom  the shareholder withholds authority to vote by so indicating on the proxy.
Proxies properly executed and received by  the Company prior to the 1994  Annual
Meeting  of Shareholders and not  revoked will be voted  as directed therein. In
the absence of a  specific direction from a  shareholder, proxies will be  voted
for the election of the nominees named above. If a proxy indicates that all or a
portion  of  the votes  represented  by such  proxy  are not  being  voted, such
non-votes will not be considered as votes cast in the election of directors  and
will not affect the outcome of the election of directors. If a quorum is present
at  the 1994 Annual Meeting,  the four persons receiving  the greatest number of
votes will be elected to serve as Class II directors.

    Under the  terms of  the  Company's Bylaws,  nominations  for the  Board  of
Directors  made by shareholders must be made  in writing and delivered or mailed
to the Chief Executive Officer and/or President of the Company at the  Company's
principal executive offices not less than 14 days nor more than 60 days prior to
the  Annual Meeting of Shareholders. If less  than 14 days' notice of the Annual
Meeting is given to shareholders, such  nominations must be delivered or  mailed
as  specified  above not  later than  the close  of business  on the  fourth day
following the  day on  which  the notice  was  mailed. Such  notification  shall
contain  the  following  information  to  the  extent  known  to  the nominating

                                       3
<PAGE>
shareholder: a) name  and address  of each  proposed nominee,  b) the  principal
occupation  of each proposed nominee,  c) the name and  residence address of the
nominating shareholder, and  d) the  number of shares  of capital  stock of  the
corporation owned by the nominating shareholder. Shareholder nominations for the
1994  Annual Meeting of Shareholders must be  delivered or mailed to the Company
no later than April 25, 1994.

    The following  table sets  forth  the names  of  the current  directors  and
nominees,  their ages, information as to  their business experience for the last
five years (unless otherwise noted), and the year they first became directors of
the Company.

<TABLE>
<CAPTION>
                                                                                                     Director
                               Names (Ages) and Business Experience                                    Since
- --------------------------------------------------------------------------------------------------  -----------
<S>                                                                                                 <C>
NOMINEES (CLASS II)--TERM EXPIRING IN 1997
ROBERT M. BOLZ (71), Madison, Wisconsin...........................................................        1972
  Retired Vice Chairman of the Board of Directors of Oscar Mayer Foods Corporation, a meat packing
   company, of which he had been an officer since 1966.
PHILLIP C. STARK (68), Madison, Wisconsin.........................................................        1985
  Chairman of the  Board of  The Stark  Company, a real  estate company,  with which  he has  been
   associated for 45 years.
H. LEE SWANSON (56), Cross Plains, Wisconsin......................................................        1988
  Chief  Executive Officer, President, and Director of the  State Bank of Cross Plains, with which
   he has been associated for more than  28 years; also Director of Mid-Plains Telephone  Company,
   an independent telephone company.
FRANK C. VONDRASEK (65), Madison, Wisconsin.......................................................        1982
  Chairman  of the Board of the Company, of which he has been an officer since 1974; also director
   of Firstar Bank Madison, N.A.
</TABLE>

                                       4
<PAGE>

<TABLE>
<CAPTION>
                                                                                                     Director
                               Names (Ages) and Business Experience                                    Since
- --------------------------------------------------------------------------------------------------  -----------
<S>                                                                                                 <C>
MEMBERS OF THE BOARD OF DIRECTORS CONTINUING IN OFFICE
CLASS I--TERM EXPIRING IN 1996
JEAN MANCHESTER BIDDICK (67), Madison, Wisconsin..................................................        1982
  Retired Chief Executive Officer of Neesvig's Inc., a wholesale meat company, with which she  was
   associated for more than 27 years.
DAVID C. MEBANE (60), Madison, Wisconsin..........................................................        1984
  President,  Chief Executive Officer, and Chief Operating Officer of the Company, of which he has
   been an  officer since  1980; also  director of  First Federal  Capital Corp.,  a bank  holding
   company.
ROBERT B. RENNEBOHM (71), Madison, Wisconsin......................................................        1983
  President  Emeritus of the University of Wisconsin Foundation, with which he had been associated
   for more than 39 years; also director of First Federal Capital Corp., a bank holding company.
CLASS III--TERM EXPIRING IN 1995
RICHARD E. BLANEY (57), Madison, Wisconsin........................................................        1974
  President of Richard  Blaney Seeds Inc.,  sellers of hybrid  seed corn, with  which he has  been
   associated for more than 8 years.
DONALD J. HELFRECHT (72), Madison, Wisconsin......................................................        1972
  Former  Chairman of the Board and Former Chief Executive Officer of the Company, of which he was
   an officer from 1968 to 1991.
FREDERIC E. MOHS (57), Madison, Wisconsin.........................................................        1975
  Partner in the law firm  of Mohs, MacDonald, Widder  & Paradise, of which  he has been a  member
   since 1968.
</TABLE>

                                       5
<PAGE>
                      BENEFICIAL OWNERSHIP OF COMMON STOCK
                      BY DIRECTORS AND EXECUTIVE OFFICERS
                             (AS OF MARCH 1, 1994)

    The  following table lists the beneficial  ownership of Common Stock of each
director and nominee, the executive  officers named in the Summary  Compensation
Table,  and the directors  and executive officers  as a group.  In each case the
indicated owner has sole voting power and sole investment power with respect  to
the shares shown except as noted.

<TABLE>
<CAPTION>
                                                                                    Percent of
                                                              Number of Shares      Outstanding
Name                                                         Beneficially Owned    Common Stock
- ----------------------------------------------------------  --------------------  ---------------
<S>                                                         <C>                   <C>
Jean Manchester Biddick...................................        1,780                  *
Richard E. Blaney.........................................          708                  *
Robert M. Bolz............................................        1,999                  *
Donald J. Helfrecht.......................................        3,537(1)               *
David C. Mebane...........................................        4,358(1)(2)            *
Frederic E. Mohs..........................................          946(3)               *
D. Louis Peoples..........................................           39                  *
Robert B. Rennebohm.......................................          674                  *
Phillip C. Stark..........................................        1,476                  *
H. Lee Swanson............................................        2,100(4)               *
Frank C. Vondrasek........................................       11,316(1)(2)            *
All directors and executive officers
 as a group (20 persons)..................................       45,154                  *
<FN>
- ---------
    *   Less than one percent.
    (1)  Messrs. Helfrecht, Mebane,  and Vondrasek are  directors of Madison Gas
and Electric Foundation,  Inc., and as  such have shared  voting and  investment
power in an additional 6,565 shares of Common Stock held thereby.
    (2)  Includes Common Stock held under  two Employee Stock Ownership Plans of
the Company  with  respect  to  which  such persons  have  sole  voting  but  no
investment  power: Mr.  Mebane, 2,728 shares;  Mr. Vondrasek,  6,335 shares; and
directors and executive officers as a group, 19,632 shares.
</TABLE>

                                       6
<PAGE>

<TABLE>
<S><C>
<FN>
    (3) Includes 324 shares of  Common Stock with respect  to which Mr. Mohs  is
trustee of a trust for the benefit of his children.
    (4)  Mr. Swanson is a  member of the Qualified  Plan Committee of the Profit
Sharing Plan and  the Money Purchase  Pension Plan  of the State  Bank of  Cross
Plains and as such has shared voting and investment power in an additional 1,050
shares of Common Stock held thereby.
</TABLE>

                                BOARD COMMITTEES

    The  Company has an Audit Committee,  a Compensation Committee, an Executive
Committee, and a Personnel Committee.

    During the year ended December 31, 1993, a total of 16 meetings of the Board
of Directors were held. All of the directors attended in excess of 75 percent of
the aggregate  of  these  meetings and  (if  they  were members  of  the  Audit,
Compensation,  or Personnel Committees) the meetings of the Audit, Compensation,
and Personnel Committees. The Executive Committee did not meet during 1993.

    Directors who are not employees of the Company receive $6,000 annually, plus
$500 for each  Board meeting  attended and  $350 for  each Audit,  Compensation,
Executive,  or Personnel Committee  meeting attended. The  Chairman of the Board
receives an  additional $12,000  annual retainer.  Mr. Mebane  does not  receive
additional compensation for serving as a director.

    The  members of  the Audit  Committee are  Mrs. Biddick  and Messrs. Blaney,
Bolz, Helfrecht,  Mohs,  Rennebohm, Stark,  Swanson,  and Vondrasek.  The  Audit
Committee  held three meetings during 1993. The Audit Committee's function is to
meet with the Company's internal auditors and independent public accountants and
discuss with  them  the  scope  and  results  of  their  audits,  the  Company's
accounting  practices, and the adequacy of  the Company's internal controls. The
Audit Committee also  approves services performed  by the Company's  independent
public accountants.

    The  members of  the Compensation  Committee are  Messrs. Blaney,  Bolz, and
Mohs. The Compensation Committee held five meetings during 1993. The function of
the Compensation Committee is to review  the salaries, fees, and other  benefits
of officers and directors and recommend compensation adjustments to the Board of
Directors.

                                       7
<PAGE>
    The  members of the Executive Committee are Mrs. Biddick and Messrs. Blaney,
Helfrecht, Mebane, Mohs, and Vondrasek. The Executive Committee provides a means
of taking  prompt action  when a  quorum of  the Board  of Directors  cannot  be
readily  assembled. When the Board of Directors is not in session, the Executive
Committee has the  powers of the  Board in  the management of  the business  and
affairs of the Company, except action with respect to dividends to shareholders,
election  of principal  officers, or  the filling of  vacancies on  the Board of
Directors or committees created  by the Board of  Directors. The members of  the
Executive Committee are elected by the Board of Directors each year at the first
meeting of the Board following the Annual Meeting of Shareholders to serve until
the first Board meeting following the next Annual Meeting of Shareholders.

    The  members of the Personnel Committee are Mrs. Biddick and Messrs. Mebane,
Mohs, Swanson, and Vondrasek. The Personnel Committee held seven meetings during
1993. The Personnel Committee makes recommendations with respect to the election
of directors and officers of the Company. Nominations for the Board of Directors
by shareholders,  which are  submitted  to the  Chief Executive  Officer  and/or
President  of the Company, in the manner  described above, will be considered by
the Personnel Committee, the Board, or the Chief Executive Officer.

          COMPENSATION COMMITTEE INTERLOCKS AND INSIDER PARTICIPATION

    The members of the Compensation Committee as of the beginning of fiscal year
1993 were Messrs. Blaney, Bolz, Mebane,  Mohs, and Vondrasek. Mr. Mebane is  the
President,  Chief Executive Officer, and Chief Operating Officer of the Company,
and Mr. Vondrasek is the Chairman of the Board of Directors of the Company.  Mr.
Mebane  and Mr. Vondrasek resigned their positions on the Compensation Committee
in January of 1993 and did not participate in decisions of the Committee  during
the year.

                                       8
<PAGE>
                             EXECUTIVE COMPENSATION

    The  following table summarizes the compensation  for the fiscal years 1991,
1992, and 1993 of the Chief Executive Officer and other executive officers whose
compensation exceeded $100,000 for fiscal year 1993.

                           SUMMARY COMPENSATION TABLE

<TABLE>
<CAPTION>
                                                                                                Long-Term Compensation
                                                                                           ---------------------------------
                                                                                                  Awards
                                                            Annual Compensation            ---------------------
                                                   --------------------------------------             Securities
                                                                            Other Annual              Underlying     LTIP
                                                                            Compensation   Restricted  Options     Payouts
     Name and Principal Position          Year     Salary ($)   Bonus ($)       ($)        Stock ($)     (#)         ($)
- --------------------------------------  ---------  -----------  ---------  --------------  ---------  ----------  ----------
<S>                                     <C>        <C>          <C>        <C>             <C>        <C>         <C>
Frank C. Vondrasek (1)                       1993  $ 256,707(3)         0    $        0            0           0           0
 Chairman                                    1992    189,022            0             0            0           0           0
                                             1991    154,827            0                          0           0           0
David C. Mebane (2)                          1993  $ 178,055            0    $        0            0           0           0
 President, Chief Executive Officer          1992    149,320            0             0            0           0           0
 and Chief Operating Officer                 1991    119,666            0                          0           0           0
D. Louis Peoples                             1993  $ 144,322            0    $        0            0           0           0
 Executive Vice President                    1992     79,003            0        32,181            0           0           0

<CAPTION>

                                            All Other
                                        Compensation ($)
     Name and Principal Position               (4)
- --------------------------------------  -----------------
<S>                                     <C>
Frank C. Vondrasek (1)                      $   2,249
 Chairman                                       2,182

David C. Mebane (2)                         $   2,249
 President, Chief Executive Officer             2,182
 and Chief Operating Officer
D. Louis Peoples                            $     783
 Executive Vice President                      94,877
<FN>
- -------------
(1)  President and Chief Operating Officer until October 1, 1991, at which  time
     Mr.  Vondrasek was  promoted to Chairman  and Chief  Executive Officer. Mr.
     Vondrasek retired from his  duties as Chief  Executive Officer on  December
     31, 1993.
(2)  Senior  Vice President and General Counsel  until October 1, 1991, at which
     time Mr. Mebane was promoted to President and Chief Operating Officer.  Mr.
     Mebane assumed the duties of Chief Executive Officer on January 1, 1994.
(3)  Includes pay for accrued vacation at retirement.
(4)  All  other compensation  for 1993  amounts are  Company contributions  to a
     401(k) defined contribution plan.
</TABLE>

                                       9
<PAGE>
                        REPORT ON EXECUTIVE COMPENSATION

CORPORATE MISSION

    The mission of Madison  Gas and Electric Company  is to provide quality  gas
and  electric utility service to its customers at competitive rates; to meet all
customers' gas, electric,  and related energy  needs; and to  earn a  reasonable
return  for investors. MGE is committed  to maintaining the highest standards of
corporate citizenship and fair treatment for all employees.

COMPENSATION PHILOSOPHY

    The principal  goal of  the Madison  Gas and  Electric Company  compensation
program is to pay employees, including executive officers, at levels which are:

        - reflective of how well the Company is achieving its corporate mission

        - consistent  with the Company's  current financial condition, earnings,
          rates, total shareholder return, and projected Consumer Price Index

        - reflective of individual performance and experience

        - competitive in the marketplace

        - administered in a fair and consistent manner.

    The compensation program for  executives is comprised  of base salary  only.
Executive   salaries  are  established  within  a  salary  range  that  reflects
competitive salary  levels  for  similar  positions  in  similar-sized  gas  and
electric  utilities. The utilities  used for salary comparison  are not the same
companies included in the performance graph peer group in this Proxy  Statement.
The  performance  graph  peer group  was  selected to  reflect  utilities facing
similar weather and economic conditions. Many of these companies are larger than
MGE with much higher compensation  structures. When examining compensation  peer
groups, it was determined more appropriate to consider similar-sized utilities.

                                       10
<PAGE>
    The  midpoint (or  middle) of an  executive's salary  range is approximately
equal to the industry median salary level. An executive's position in the  range
reflects  his or her  performance over a  period of years  in that position, the
executive's experience in that position, and Company performance.

    Specific individual or Company performance targets are not set. Instead,  an
executive's  salary is  determined by  subjectively evaluating  the individual's
performance and experience and the Company's performance.

    While MGE's current compensation program  has functional adequacy to  retain
and  fairly compensate the Company's  executives, the Compensation Committee and
the full Board review the objectives of the executive compensation program on  a
continuing basis.

1993 COMPENSATION REVIEW

    Each  year, the Compensation  Committee reviews and  recommends to the Board
annual salaries, salary grades and ranges, and the overall salary program design
for the Company's executives. A recent study was performed for the Company by  a
compensation  consultant. The study compared the pay levels of MGE executives to
pay levels of other utilities with revenues of approximately $250 million.  This
study  showed that pay levels for MGE executives were generally below the median
of  salary  and  incentive  compensation  for  similar-sized  utilities.  Salary
adjustments were made to move Company executives closer to the market median for
their positions and to reflect the Company's performance as discussed below.

COMPANY PERFORMANCE AND EXECUTIVE COMPENSATION

    Company performance factors such as earnings, rates, shareholder return, and
other  financial criteria are used in  determining the CEO's and other executive
officers' positions in his or her salary range as described above.

    Recent Company performance  has been  exceptional. Rates  have decreased  or
been  frozen every year since 1990. Earnings  for 1993 were $2.26 per share, the
second highest in Company history and only 2 cents per share below the Company's
record earnings. The  Company performance  graph in this  Proxy Statement  shows
total  shareholder return exceeding  both the Standard &  Poor's 500 Stock Index
(S&P 500) and  the peer  group of utilities  during the  five-year period  ended
December 31, 1993. As a result of these recent

                                       11
<PAGE>
accomplishments and the findings of the compensation study, the CEO's salary was
increased  to $216,804.  The CEO's salary,  however, remains  slightly below the
midpoint of his salary range.

COMPENSATION COMMITTEE MEMBERS

    The members of the Compensation Committee as of the end of fiscal 1993 were:
Richard E. Blaney,  Robert M. Bolz,  and Frederic  E. Mohs. Mr.  Mebane and  Mr.
Vondrasek  resigned their positions on the  Compensation Committee in January of
1993 and did not participate in decisions of the Committee during the year.

                                           Richard E. Blaney
                                           Robert M. Bolz
                                           Frederic E. Mohs

                                       12
<PAGE>
                              COMPANY PERFORMANCE

    The following graph shows a five-year comparison of cumulative total returns
for the Company,  S&P 500, and  a Peer  Group Index weighted  according to  each
company's market capitalization as of the beginning of each annual period.

                COMPARISON OF FIVE-YEAR CUMULATIVE TOTAL RETURN*

                                   [GRAPHIC]
Assumes $100 invested on December 31, 1988, in each of the Company's Common
Stock, S&P 500, and the Peer Group.
* Total return assumes reinvestment of dividends.

                                       13
<PAGE>
    The  Peer Group  selected by  the Company  is composed  of 19  Upper Midwest
combination utilities. The companies included in the Peer Group are as follows:

Cilcorp Inc.
Cincinnati Gas & Electric
Cipsco Inc.
CMS Energy Corp.
DPL Inc.
IES Industries Inc.
Illinois Power Co.
Interstate Power Co.
Iowa-Illinois Gas & Elec.
Midwest Resources
Minnesota Power & Light
Nipsco Industries Inc.
Northern States Power-MN
Southern Indiana Gas & Elec.
St. Joseph Light & Power
Utilicorp United Inc.
Wisconsin Energy Corp.
Wisconsin Public Service
WPL Holdings Inc.

                 PENSION PLAN AND SUPPLEMENTAL RETIREMENT PLAN

    The Company has a noncontributory defined benefit pension plan covering  its
salaried  employees. The amount  of pension is  based upon years  of service and
final 60-month average earnings prior to retirement.

    The following  table indicates  the  estimated maximum  retirement  benefits
payable  (unreduced for survivor protection) at  the normal retirement age of 65
for specified compensation and  years of service classifications.  Substantially
all compensation shown in the salary column of the summary compensation table is
included  in  compensation  under the  Pension  Plan, subject  to  any statutory
regulations imposed by the Internal Revenue  Code. Information in this table  is
based on the Pension Plan formula for years of service credit earned in 1986 and
subsequent years:

                               PENSION PLAN TABLE

<TABLE>
<CAPTION>
                            Annual Pension at Normal Retirement Age of 65
                                After Years of Service Indicated Below
      Final                 ----------------------------------------------
 Five-Year                                                       25 Years
 Average Annual Salary       10 Years    15 Years    20 Years    or More
- --------------------------  ----------  ----------  ----------  ----------
<S>                         <C>         <C>         <C>         <C>
$100,000..................  $   12,500  $   18,750  $   25,000  $   31,250
$125,000..................  $   15,625  $   23,438  $   31,250  $   39,063
$150,000..................  $   18,750  $   28,125  $   37,500  $   46,875
$175,000..................  $   21,875  $   32,813  $   43,750  $   54,688
$200,000..................  $   25,000  $   37,500  $   50,000  $   62,500
$225,000..................  $   28,125  $   42,188  $   56,250  $   70,313
$250,000..................  $   31,250  $   46,875  $   62,500  $   78,125
</TABLE>

                                       14
<PAGE>
    The  retirement benefits listed  above are not subject  to any reduction for
Social Security  benefits received  by the  employees or  for any  other  offset
amounts.  Also, the  retirement benefits listed  above do not  reflect any limit
imposed by the Internal Revenue Code on benefit amounts or covered compensation.

    The estimated annual retirement payable at normal retirement age of 65 under
the Pension  Plan formula  (assuming continuation  of 1993  compensation  levels
through  retirement and taking  into account employee  contributions and service
credits for  1985  and  prior  years)  to Mr.  Mebane  is  $64,970.  The  annual
retirement  benefit payable to Mr. Vondrasek  is $63,581 (unreduced for survivor
protection). Retirement information for Mr. Peoples is not shown, since he is no
longer employed  by  the Company  and  is  not eligible  to  receive  retirement
benefits.

    The full credited years of service of Messrs. Vondrasek and Mebane under the
Pension Plan are 23 and 17, respectively.

    Officers  of  the  Company  are covered  under  a  nonqualified supplemental
retirement plan which provides that officers with five or more years of  service
may  receive  a  supplemental retirement  benefit.  The  supplemental retirement
benefit is a designated percentage  ranging from 55 to  70 percent of the  final
60-month  average  earnings  less  the benefit  payable  from  the  Pension Plan
described above. The  designated percentage is  based on the  officer's age  and
service  at  retirement. The  estimated  supplemental annual  retirement benefit
payable at normal retirement  age of 65 under  the supplemental retirement  plan
(assuming  continuation of 1993  compensation levels through  retirement) to Mr.
Mebane is $66,725. The annual benefit payable to Mr. Vondrasek is $59,056.

    The Company has purchased life insurance policies for select officers  under
which  the Company is beneficiary. At the  officer's death, the proceeds of such
life insurance are  intended to  reimburse the Company  for the  expense of  the
benefits provided under the supplemental retirement plan.

                           DEFERRED COMPENSATION PLAN

    Officers  of the Company are  permitted to defer a  portion of their current
salary under a nonqualified  deferred compensation plan  initiated in 1984.  Two
officers  contributed  to the  plan during  1993. Participants  in the  plan are
entitled to receive deferred compensation upon termination of active employment.
Deferred compensation  under  this  plan does  not  constitute  compensation  as
defined under the Pension Plan described above.

                                       15
<PAGE>
    The  Company has entered into a trust  agreement for the purpose of assuring
the payment of the Company's obligations under the supplemental retirement  plan
and  deferred compensation plan.  Under the trust  agreement, in the  event of a
change in control  or potential change  in control of  the Company, the  Company
will be obligated to deliver to the trustee cash or marketable securities having
a value equal to the present value of the amounts which the Company is obligated
to pay under such plans and the costs of maintaining the trust.

                                SEVERANCE PLANS

    The   Company  has  entered  into  severance  agreements  with  certain  key
employees, including Messrs. Vondrasek and Mebane. Under these agreements,  each
such  employee is entitled to a severance  payment following a change in control
of the Company  if, within 24  months after such  change in control,  employment
with  the Company is terminated by (i) the Company or (ii) the employee for good
reason. Each  agreement  terminates  on  June 15,  1995,  but  is  automatically
extended  for an  additional year  on June  16 of  each year,  unless either the
Company or the employee gives notice not to extend the agreement or a change  in
control  of the  Company has  occurred. Severance payments  will be  equal to an
amount up to three times the  employee's annualized aggregate base salary  prior
to  the change of control. In circumstances not involving a change in control of
the Company, Messrs. Vondrasek  and Mebane, like  other salaried employees,  are
entitled  under the Company's general  severance plan to a  payment equal to two
weeks of compensation plus the employee's weekly compensation multiplied by  the
number of years of employment not exceeding 24.

                            SOLICITATION OF PROXIES

    The  cost of soliciting proxies will be borne by the Company. In addition to
solicitation by  mail, directors,  officers, and  employees of  the Company  may
solicit proxies from the shareholders of the Company personally or by telephone.
The  Company has  retained Morrow  & Co.,  Inc., to  aid in  the solicitation of
proxies at a fee of $6,000 plus expenses.

                                       16
<PAGE>
                     RECEIPT OF SHAREHOLDERS' PROPOSALS AND
                  DIRECTOR NOMINATIONS FOR NEXT ANNUAL MEETING

    In order to be considered for inclusion in the Company's proxy materials for
the 1995 Annual  Meeting of  Shareholders, any shareholders'  proposals must  be
received at the Company's principal executive offices at 133 South Blair Street,
Post  Office Box 1231, Madison, Wisconsin 53701-1231, no later than November 24,
1994.

    Shareholder nominations for Class  III directors to be  elected at the  1995
Annual  Meeting of  Shareholders must  be submitted  in the  manner described in
Election of Directors above not less than 14 days nor more than 60 days prior to
the 1995 Annual Meeting.

                                 OTHER MATTERS

    The  Company's  Annual  Report  for  the  year  1993  has  been  mailed   to
shareholders.

    The  management has no knowledge  of any other matters  to be brought before
the Annual Meeting.  If, however,  any other  matters properly  come before  the
Annual  Meeting, it is the  intention of the persons named  in the proxy to vote
the proxies in accordance with their judgment on such matters.

    Coopers & Lybrand was engaged as independent public accountants by the Board
of Directors at its meeting on November 20, 1992. At the same meeting, the Board
of Directors informed Arthur Andersen & Co., independent public accountants,  of
their  dismissal by the Company effective after the completion of the audit work
relating to the  fiscal year ending  December 31, 1992.  The decision to  change
independent  accountants was made upon the recommendation of the Audit Committee
of the Board of Directors.

    The reports of  Arthur Andersen  & Co. on  the financial  statements of  the
Company for 1992 did not contain an adverse opinion or disclaimer of opinion and
were  not qualified  or modified as  to uncertainty, audit  scope, or accounting
principles. During 1992, there were no disagreements with Arthur Andersen &  Co.
on  any  matter  of  accounting  principles  or  practices,  financial statement
disclosure, or auditing scope or procedure.

    The Board  of  Directors  has  selected  Coopers  &  Lybrand  to  audit  the
consolidated  financial statements of the Company and its subsidiaries for 1994.
Coopers & Lybrand,

                                       17
<PAGE>
the Company's  independent public  accountant in  1993, is  expected to  have  a
representative  present at  the meeting  who may  make a  statement and  will be
available to respond to appropriate questions.

                                           Madison Gas and Electric Company

                                           DAVID C. MEBANE
                                             President, Chief Executive Officer,
                                             and Chief Operating Officer

Dated March 24, 1994

                                       18
<PAGE>
PROXY SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS OF MADISON GAS AND ELECTRIC
                                    COMPANY

    The undersigned Common Stock shareholder of MADISON GAS AND ELECTRIC COMPANY
hereby  appoints RICHARD  E. BLANEY,  ROBERT M.  BOLZ, DONALD  J. HELFRECHT, and
FRANK C. VONDRASEK, and each of them, as proxies with power of substitution  (to
act  by a majority of such of them as shall be present) to represent and to vote
all shares of stock  the undersigned would  be entitled to  vote, at the  Annual
Meeting  of Shareholders to be held at  the Holiday Inn--Madison West, 1313 John
Q. Hammons Drive, Greenway Center, Middleton, Wisconsin on Monday, May 9,  1994,
at 11:00 a.m., local time, and at all adjournments thereof:

    (1)The election of members of Class II of the Board of Directors as provided
       in the Company's Proxy Statement:

<TABLE>
<S>                                                                       <C>
        / /  FOR all nominees listed below                                / /  WITHHOLD AUTHORITY to vote for all nominees
           (except as marked to the contrary below)                       listed below
</TABLE>

    Class  II (3  years)--R. Bolz,  P. Stark, H.  Swanson, and  F. Vondrasek (to
withhold authority to vote for any individual nominee, write the nominee's  name
in the space provided below):
                                        ________________________________________

    (2) In their discretion upon such other business as may properly come before
the meeting.

THE  SHARES REPRESENTED BY THIS PROXY WILL BE VOTED AS SPECIFIED WITH RESPECT TO
THE MATTERS DESIGNATED IN  PROPOSAL NUMBERED (1). IF  NO SPECIFICATION IS  MADE,
THE SHARES WILL BE VOTED "FOR" ALL NOMINEES.

<TABLE>
<S>                                                       <C>
This proxy revokes any proxy heretofore given.            __________________________________________________(L.S.)

________________________________________, 1994            __________________________________________________(L.S.)
         MONTH            DAY                             Please sign exactly  as name appears  hereon. For  joint
                                                          accounts,    all   tenants   should   sign.   Executors,
                                                          Administrators, Trustees, etc., should so indicate  when
                                                          signing.
</TABLE>
<PAGE>

MR. GARY J. WOLTER                                 ANNUAL SHAREHOLDERS' MEETING
MADISON GAS AND ELECTRIC COMPANY                  MONDAY, MAY 9, 1994, 11:00 AM
POST OFFICE BOX 1231                                   HOLIDAY INN MADISON WEST
MADISON, WISCONSIN 53701-1231                        1313 JOHN Q. HAMMONS DRIVE
                                                           MIDDLETON, WISCONSIN
I (We) plan to attend the Annual Meeting of Shareholders.

Name of Shareholder(s) Attending ______________________________________________
                                  (please print)

Address _______________________________________________________________________

City ________________________________  State ____________  ZIP Code ___________

Name of Guest Attending _______________________________________________________
                         (please print)

PLEASE RETURN THIS RESERVATION ONLY IF YOU PLAN TO ATTEND THE ANNUAL MEETING. IT
MAY BE ENCLOSED WITH YOUR PROXY. THANK YOU.

<PAGE>

                                APPENDIX

The map that appears on the inside front page is for reference to
show location of meeting site.




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