PC QUOTE INC
SC 13D, 1996-12-16
SECURITY & COMMODITY BROKERS, DEALERS, EXCHANGES & SERVICES
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                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                  SCHEDULE 13D

                    Under the Securities Exchange Act of 1934
                               (Amendment No. __)*


                                 PC Quote, Inc.
                                ________________
                                (Name of Issuer)


                     Common Stock, $.001 par value per share
                     _______________________________________
                         (Title of Class of Securities)


                                    693236200
                                 ______________
                                 (CUSIP Number)

            James F. Mosier, Corporate Secretary and General Counsel
                      Physicians Insurance Company of Ohio
                            13515 Yarmouth Drive, NW
                            Pickerington, Ohio 43147
                                 (614) 864-7100
                _________________________________________________
                  (Name, Address and Telephone Number of Person
                Authorized to Receive Notices and Communications)

                                December 2, 1996
             _______________________________________________________
             (Date of Event which Requires Filing of this Statement)

If the filing person has previously  filed a statement on Schedule 13G to report
the  acquisition  which is the subject of this  Schedule 13D, and is filing this
schedule because of Rule 13d-1(b)(3) or (4), check the following box. [ X ]

Note: Six copies of this statement, including all exhibits, should be filed with
the  Commission.  See Rule  13d-1(a) for other  parties to whom copies are to be
sent.

*The  remainder of this cover page shall be filled out for a reporting  person's
initial filing on this form with respect to the subject class of securities, and
for  any  subsequent   amendment   containing   information  which  would  alter
disclosures provided in a prior cover page.

The information required on the remainder of this cover page shall not be deemed
to be "filed" for the purpose of Section 18 of the  Securities  Exchange  Act of
1934 ("Act") or otherwise  subject to the liabilities of that section of the Act
but  shall be  subject  to all other  provisions  of the Act  (however,  see the
Notes).


                                       -1-
<PAGE>


                                 SCHEDULE 13D



1.    NAME OF REPORTING PERSON
      S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON:

            PICO Holdings, Inc.


2.    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS):
                                                         (a)   X

                                                         (b) ____

3.    SEC USE ONLY:



4.    SOURCE OF FUNDS (SEE INSTRUCTIONS):

            AF

5.    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEMS 2(d) or 2(e):                         ____

6.    CITIZENSHIP OR PLACE OF ORGANIZATION:

            California

NUMBER OF SHARES BENEFICIALLY OWNED BY EACH REPORTING PERSON WITH:

7.    SOLE VOTING POWER:            3,396,400 shares
8.    SHARED VOTING POWER:               None
9.    SOLE DISPOSITIVE POWER:       3,396,400 shares
10.   SHARED DISPOSITIVE POWER:          None

11.    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON:

            3,396,400 shares

12.    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
       CERTAIN SHARES (SEE INSTRUCTIONS):              ____


13.    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11):

            39.5%

14.    TYPE OF REPORTING PERSON (SEE INSTRUCTIONS):

            HC


                                      -2-
<PAGE>


                                 SCHEDULE 13D



1.    NAME OF REPORTING PERSON
      S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON:

            Physicians Insurance Company of Ohio


2.    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS):
                                                         (a)   X

                                                         (b) ____

3.    SEC USE ONLY:



4.    SOURCE OF FUNDS (SEE INSTRUCTIONS):

            WC

5.    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEMS 2(d) or 2(e):                         ____

6.    CITIZENSHIP OR PLACE OF ORGANIZATION:

            Ohio

NUMBER OF SHARES BENEFICIALLY OWNED BY EACH REPORTING PERSON WITH:

7.    SOLE VOTING POWER:            3,396,400 shares
8.    SHARED VOTING POWER:               None
9.    SOLE DISPOSITIVE POWER:       3,396,400 shares
10.   SHARED DISPOSITIVE POWER:          None

11.    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON:

            3,396,400 shares

12.    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
       CERTAIN SHARES (SEE INSTRUCTIONS):              ____


13.    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11):

            39.5%

14.    TYPE OF REPORTING PERSON (SEE INSTRUCTIONS):

            IC


                                      -3-
<PAGE>


                                  SCHEDULE 13D



1.    NAME OF REPORTING PERSON
      S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON:

            American Physicians Life Insurance Company


2.    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS):
                                                         (a)   X

                                                         (b) ____

3.    SEC USE ONLY:



4.    SOURCE OF FUNDS (SEE INSTRUCTIONS):

            Not applicable

5.    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEMS 2(d) or 2(e):                         ____

6.    CITIZENSHIP OR PLACE OF ORGANIZATION:

            Ohio

NUMBER OF SHARES BENEFICIALLY OWNED BY EACH REPORTING PERSON WITH:

7.    SOLE VOTING POWER:            96,400 shares
8.    SHARED VOTING POWER:               None
9.    SOLE DISPOSITIVE POWER:       96,400 shares
10.   SHARED DISPOSITIVE POWER:          None

11.    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON:

            96,400 shares

12.    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
       CERTAIN SHARES (SEE INSTRUCTIONS):              ____


13.    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11):

            1.3%

14.    TYPE OF REPORTING PERSON (SEE INSTRUCTIONS):

            IC

                                      -4-
<PAGE>


                                  SCHEDULE 13D



1.    NAME OF REPORTING PERSON
      S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON:

            Physicians Investment Company


2.    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS):
                                                         (a)   X

                                                         (b) ____

3.    SEC USE ONLY:



4.    SOURCE OF FUNDS (SEE INSTRUCTIONS):

            Not applicable

5.    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEMS 2(d) or 2(e):                         ____

6.    CITIZENSHIP OR PLACE OF ORGANIZATION:

            Ohio

NUMBER OF SHARES BENEFICIALLY OWNED BY EACH REPORTING PERSON WITH:

7.    SOLE VOTING POWER:            96,400 shares
8.    SHARED VOTING POWER:               None
9.    SOLE DISPOSITIVE POWER:       96,400 shares
10.   SHARED DISPOSITIVE POWER:          None

11.    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON:

            96,400 shares

12.    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
       CERTAIN SHARES (SEE INSTRUCTIONS):              ____


13.    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11):

            1.3%

14.    TYPE OF REPORTING PERSON (SEE INSTRUCTIONS):

            HC



                                      -5-
<PAGE>


Item 1.  Security and Issuer.

     This  Schedule 13D relates to the shares of Common  Stock,  $.001 par value
(the "PC Quote  Shares"),  of PC Quote,  Inc. ("PC  Quote").  The address of the
principal  executive  offices of PC Quote is 300 South  Wacker  Drive,  Chicago,
Illinois 60606.

Item 2.  Identity and Background.

     The persons filing this Schedule 13D are PICO Holdings,  Inc. ("Holdings"),
Physicians  Insurance Company of Ohio  ("Physicians"),  American Physicians Life
Insurance Company ("APL") and Physicians Investment Company ("PIC").

     A.  Holdings is a California  insurance  holding  company  which became the
parent  of  Physicians  on  November  20,  1996 as a result of the  merger  (the
"Merger") of Citation  Holdings,  Inc., a  wholly-owned  subsidiary  of Holdings
("Holdings  Sub"), with and into Physicians as contemplated by the Agreement and
Plan of  Reorganization  (the "Merger  Agreement"),  dated as of May 1, 1996, as
amended,  by and among Physicians,  Holdings and Holdings Sub. Upon consummation
of the Merger,  Holdings'  name was changed from "Citation  Insurance  Group" to
"PICO Holdings, Inc." In addition to being the parent of Physicians, Holdings is
the direct  parent of  Citation  Insurance  Company and the  indirect  parent of
Citation National  Insurance Company,  which are principally  engaged in writing
workers' compensation and commercial property and casualty insurance.  Holdings'
business address is 875 Prospect Street, Suite 301, La Jolla, California 92037.

            The directors of Holdings include:

     (i) S. Walter  Foulkrod,  III, Esq.,  whose  business  address is S. Walter
Foulkrod, III & Associates, P.O. Box 6600, Harrisburg,  Pennsylvania 17112-0600.
Mr.  Foulkrod  is an  attorney  and  the  owner  of S.  Walter  Foulkrod,  III &
Associates, Attorneys at Law. Mr. Foulkrod is a citizen of the United States.

     (ii) Richard D.  Ruppert,  MD,  whose  residence  address is 2710  Falmouth
Drive, P.O. Box 352855, Toledo, Ohio 43635-2855.  Dr. Ruppert is a physician and
serves as Chairman of the Boards of APL and PIC. Dr. Ruppert is a citizen of the
United States.

     (iii) Dr.  Gary H.  Weiss,  whose  business  address  is Level 24, 2 Market
Street, Sydney 2000 Australia. Dr. Weiss is a barrister and solicitor and serves
as Executive Director of Guinness Peat Group plc, an investment holding company.
Dr. Weiss is a citizen of Australia and New Zealand.

     (iv) John R. Hart,  whose business  address is 875 Prospect  Street,  Suite
301,  La  Jolla,  California  92037.  Mr.  Hart  serves as  President  and Chief
Executive  Officer of  Holdings  and  Physicians.  Mr.  Hart is a citizen of the
United States.

     (v) Ronald Langley,  whose business address is 875 Prospect  Street,  Suite
301, La Jolla, California 92037. Mr. Langley serves as Chairman of the Boards of
Holdings and Physicians. Mr. Langley is a citizen of Australia.

     (vi) John D. Weil, whose business address is 200 North Broadway, Suite 825,
St.  Louis,  Missouri  63102-2573.  Mr.  Weil  serves as  President  of  Clayton
Management Company, a strategic investment company. Mr. Weil is a citizen of the
United States.

                                      -6-
<PAGE>

     (vii) Marshall J. Burak, whose business address is College of Business, San
Jose State University,  One Washington Square, San Jose, California  95192-0065.
Mr.  Burak is  Professor  of Finance  and Dean of the College of Business of San
Jose State University. Mr. Burak is a citizen of the United States.

     (viii) Paul M. Bancroft,  whose business address is 655 Montgomery  Street,
Suite 920, San Francisco,  California 94111. Mr. Bancroft is a private investor.
Mr. Bancroft is a citizen of the United States.

     (ix) Robert R. Broadbent, whose business address is Tower City Center, 2900
Terminal  Tower,  Cleveland,   Ohio  44113-2204.   Mr.  Broadbent  is  a  retail
consultant. Mr. Broadbent is a citizen of the United States.

     The  executive  officers of  Holdings,  in addition to Messrs.  Langley and
Hart, are:

     (i) Richard H.  Sharpe,  whose  business  address is  Physicians  Insurance
Company of Ohio,  13515 Yarmouth  Drive,  N.W.,  Pickerington,  Ohio 43147.  Mr.
Sharpe serves as Chief Operating Officer of Holdings and Physicians.  Mr. Sharpe
is a citizen of the United States.

     (ii) Gary W.  Burchfield,  whose business  address is Physicians  Insurance
Company of Ohio,  13515 Yarmouth  Drive,  N.W.,  Pickerington,  Ohio 43147.  Mr.
Burchfield  serves as Chief  Financial  Officer and  Treasurer  of Holdings  and
Physicians. He is an United States citizen.

     (iii) James F. Mosier, Esq., whose business address is Physicians Insurance
Company of Ohio,  13515 Yarmouth  Drive,  N.W.,  Pickerington,  Ohio 43147.  Mr.
Mosier  serves as General  Counsel  and  Corporate  Secretary  of  Holdings  and
Physicians. He is an United States citizen.

     B.  Physicians is an Ohio licensed  insurance  corporation  which  operates
primarily  as  a  diversified  investment  and  insurance  company.  Physicians'
business address is 13515 Yarmouth Drive, N.W., Pickerington, Ohio 43147.

     The directors of Physicians include:

     (i) S. Walter  Foulkrod,  III, Esq.,  whose background is described in Item
2(A) above.

     (ii) Richard D.  Ruppert,  MD, whose  background  is described in Item 2(A)
above.

     (iii) Dr. Gary H. Weiss, whose background is described in Item 2(A) above.

     (iv) John R. Hart, whose background is described in Item 2(A) above.

     (v) Ronald Langley, whose background is described in Item 2(A) above.

     (vi) John D. Weil, whose background is described in Item 2(A) above.


                                      -7-
<PAGE>

     The executive  officers of Physicians,  in addition to Messrs.  Langley and
Hart, are:

     (i) Richard H. Sharpe, whose background is described in Item 2(A) above.

     (ii)  Martha G.  Althauser,  Esq.,  whose  business  address is  Physicians
Insurance Company of Ohio, 13515 Yarmouth Drive, N.W., Pickerington, Ohio 43147.
Ms. Althauser serves as Vice President,  Claims of Physicians.  She is an United
States citizen.

     (iii) Gary W. Burchfield, whose background is described in Item 2(A) above.

     (iv) James F.  Mosier,  Esq.,  whose  background  is described in Item 2(A)
above.

     C. APL is an Ohio corporation which is a wholly-owned  indirect  subsidiary
of Physicians.  APL's principal  business is selling life and health  insurance.
APL's business address is 13515 Yarmouth Drive, N.W., Pickerington, Ohio 43147.

     The directors of APL are Ronald Langley,  John R. Hart,  Richard H. Sharpe,
Richard D. Ruppert, MD and Dr. Gary H. Weiss. Each of their backgrounds has been
described in Item 2(A) above.

     The executive officers of APL include:

     (i) Richard D. Ruppert, MD, who serves as Chairman of the Board of APL;

     (ii) Richard H. Sharpe, who serves as President and Chief Executive Officer
of APL;

     (iii) James F. Mosier, Esq., who serves as General Counsel and Secretary of
APL;

     (iv) Loman H. Hartley,  whose business address is American  Physicians Life
Insurance  Company,  13515 Yarmouth Drive, N.W.,  Pickerington,  Ohio 43147. Mr.
Hartley  serves as Vice  President,  Controller  and  Treasurer of APL. He is an
United States citizen.

     (v) Joyce M. Domijan,  whose business  address is American  Physicians Life
Insurance  Company,  13515 Yarmouth Drive, N.W.,  Pickerington,  Ohio 43147. Ms.
Domijan  serves as Vice  President,  Operations  of APL. She is an United States
citizen.

     D. PIC is an Ohio corporation which is a wholly-owned  direct subsidiary of
Physicians  and the parent of APL. PIC was formed for the purpose of holding the
shares of APL and conducts no other  business.  PIC's business  address is 13515
Yarmouth Drive, N.W., Pickerington, Ohio 43147.

     The directors of PIC are Ronald Langley,  John R. Hart,  Richard H. Sharpe,
Richard D. Ruppert, MD and Dr. Gary H. Weiss. Each of their backgrounds has been
described in Item 2(A) above.

     The executive officers of PIC include Richard D. Ruppert, MD, who serves as
Chairman of the Board; Richard H. Sharpe, who serves as President and Treasurer;
and James F. Mosier,  Esq., who serves as Secretary.  Each of their  backgrounds
has been described in Item 2(A) above.


                                      -8-
<PAGE>


     E. Holdings is  controlled  by Guinness Peat Group plc ("GPG"),  an English
investment holding company whose business address is Second Floor, 21-26 Garlick
Hill,  London  EC4V 2AU  England,  as a result of GPG's  ownership  of shares of
Holdings.  Based upon information  contained in the Schedule 13D, and Amendments
No. 1, 2, 3 and 4 thereto,  filed by GPG in respect of its beneficial  ownership
of shares of Class A Common  Stock of  Physicians  prior to the  Merger  whereby
Physicians became a wholly-owned subsidiary of Holdings (collectively,  the "GPG
Schedule 13D"), Physicians is aware that the directors and executive officers of
GPG are as follows:

     Directors and Executive Officers of GPG

     (i)  Maurice  William  Loomes,  who is a  citizen  of  Australia  and whose
business address is Level 24, 2 Market Street, Sydney 2000 Australia. Mr. Loomes
is a director of GPG.

     (ii) Anthony Ian Gibbs,  who is a citizen of New Zealand and whose business
address is c/o  Registry  Managers  (New  Zealand  Limited),  Private Bag 92119,
Auckland 1030 New Zealand. Mr. Gibbs is a director of GPG.

     (iii) Sir Ron Brierley,  who is a citizen of New Zealand and whose business
address is Guinness  Peat Group plc,  Second Floor,  21-26 Garlick Hill,  London
EC4V 2AU England. Sir Ron is Chairman of the Board and a director of GPG.

     (iv) Trevor J.N. Beyer,  who is a citizen of New Zealand and whose business
address is Guinness  Peat Group plc,  Second Floor,  21-26 Garlick Hill,  London
EC4V 2AU England. Mr. Beyer is a director of GPG.

     (v) Blake A.  Nixon,  who is a citizen of New  Zealand  and whose  business
address is Guinness  Peat Group plc,  Second Floor,  21-26 Garlick Hill,  London
EC4V 2AU England.  Mr. Nixon is a director and Executive  Director in the United
Kingdom of GPG.

     (vi) Dr.  Gary H.  Weiss,  who is a  director  and  Executive  Director  in
Australia of GPG. Dr. Weiss' background is described in Item 2(A) above.

     (vii) J.  Richard  Russell,  who is a citizen  of Great  Britain  and whose
business  address is Guinness Peat Group plc, Second Floor,  21-26 Garlick Hill,
London EC4V 2AU England. Mr. Russell is Secretary of GPG.

     F. During the last five years, none of Holdings,  Physicians, APL, PIC and,
to the best knowledge of Physicians,  the individuals named in Items 2(A), 2(B),
2(C)  and  2(D),  has  been  convicted  in a  criminal  proceeding.  To the best
knowledge  of  Physicians,  based  upon  the  information  contained  in the GPG
Schedule  13D,  none of GPG and the  individuals  named  in Item  2(E)  has been
convicted in a criminal proceeding.

     G. During the last five years, none of Holdings,  Physicians, APL, PIC and,
to the best knowledge of Physicians,  the individuals named in Items 2(A), 2(B),
2(C) and 2(D), was a party to a civil proceeding of a judicial or administrative
body of competent  jurisdiction  resulting in a judgment,  decree or final order
enjoining future violations of, or prohibiting or mandating  activities  subject
to,  federal or state  securities  laws or finding any violation with respect to
such laws.  To the best  knowledge  of  Physicians,  based upon the  information
contained in the GPG Schedule 13D, none of GPG and the individuals named in Item
2(E) has been a party to such a civil proceeding.


                                      -9-
<PAGE>


Item 3.   Source and Amount of Funds or Other Consideration.

       On December 2, 1996,  pursuant to the Agreement,  dated November 14, 1996
(the "PC Quote Agreement"), between Physicians and PC Quote, Physicians acquired
from PC Quote a Convertible  Subordinated  Debenture  (the  "Debenture")  in the
principal  amount of $2,500,000 due December 31, 2001 with interest at an annual
rate of 1% over the prime rate as announced from time to time by The Wall Street
Journal.  Physicians purchased the Debenture with generally available funds from
working  capital.  As  described  more fully in Item 4 below,  the  Debenture is
convertible, at the election of Physicians, into 1,250,000 PC Quote Shares.

       In addition, on February 9, 1996, Physicians purchased from A-T Financial
Information,  Inc., in a privately  negotiated  transaction,  50,000 warrants to
purchase one PC Quote Share (the "PC Quote Warrants"), at a purchase price of $5
per PC Quote  Warrant.  The PC Quote Warrants had an exercise price of $1.25 per
PC Quote Share.  Physicians  exercised all of the PC Quote  Warrants on February
15, 1996 and thereby acquired 50,000 PC Quote Shares.  Physicians  purchased the
PC Quote  Warrants and the PC Quote Shares with generally  available  funds from
working capital.

Item 4.   Purpose of Transaction.

       As noted in Item 3 above,  Physicians purchased the Debenture on December
2, 1996.  Principal  under the Debenture will be payable in full on December 31,
2001.  Interest  under the  Debenture  will accrue from  December 2, 1996 and be
payable  semi-annually  beginning  January 1, 1998.  Interest will be payable in
cash or, at the option of  Physicians,  in PC Quote  Shares at their fair market
value at the time of payment.  The Debenture is convertible,  at the election of
Physicians at any time, into 1,250,000 PC Quote Shares, subject to adjustment to
reflect stock  splits,  stock  dividends,  recapitalizations,  consolidation  or
merger  involving PC Quote or the sale or transfer of  substantially  all of the
assets of PC Quote.  The  Debenture  is  redeemable  by PC Quote,  solely at the
conclusion  of the rights  offering  provided for in the PC Quote  Agreement for
1,250,000 PC Quote Shares, subject to adjustment.

       Pursuant  to the  PC  Quote  Agreement,  PC  Quote  is to  provide  for a
five-member Board of Directors  composed of Ronald Langley,  Louis Morgan,  Paul
DiBiasio,  John Hart and Michael Ellis. Messrs. Langley, Morgan and DiBiasio are
currently  members of the PC Quote Board of  Directors,  together  with M. Blair
Hull  and  Alexander  R.  Piper  III,  who  resigned  pursuant  to the PC  Quote
Agreement.  PC Quote will file a notice  (the "Rule  14f-1  Notice")  under Rule
14f-1 of the  Securities  Exchange  Act of 1934 (the  "Exchange  Act")  with the
Securities  and  Exchange  Commission  (the  "SEC") in  respect of the change in
control of PC Quote's Board of Directors contemplated by the PC Quote Agreement;
and transmit the Rule 14f-1 Notice to its  shareholders.  Upon the expiration of
the 10-day  waiting  period (or earlier,  if the SEC so permits)  following  the
filing of the Rule 14f-1 Notice,  Messrs. Hart and Ellis will be appointed as PC
Quote  directors to fill the vacancies  created by the  resignations  of Messrs.
Hull and Piper. As noted in Item 2 above, Messrs. Hart and Langley are directors
of  Holdings,  Physicians,  APL and PIC and  executive  officers of Holdings and
Physicians.  The PC Quote  Agreement also provides for the  establishment  of an
Executive  Committee of the PC Quote Board of Directors,  having the full powers
authorized  by the  Delaware  General  Corporation  Law,  consisting  of Messrs.
Morgan, Langley and Hart.

                                      -10-

<PAGE>


       The PC Quote Agreement also  contemplates  that PC Quote will prepare and
submit for its  shareholders'  approval (i) an amendment to its  Certificate  of
Incorporation  to increase its  authorized  shares of Common Stock to 20,000,000
shares and (ii)  ratification of the  transactions  contemplated by the PC Quote
Agreement. Such shareholder approval may be by written consent of the holders of
51% or more of PC Quote's outstanding shares or at the 1997 annual shareholders'
meeting of PC Quote.

       Pursuant to the PC Quote  Agreement,  PC Quote also agreed to prepare and
file a registration  statement (the "Registration  Statement") with the SEC, and
use its best efforts to have such Registration Statement declared effective, for
a rights offering (the "Rights") to be made pro rata to all of its shareholders,
except Physicians,  consisting of 1,250,000 PC Quote Shares at an exercise price
of $2.00 per share. The Rights are to be non-transferable, exercisable solely in
cash, expire 30 days after issuance and provide that Physicians will, at no cost
to  Physicians,  exercise  for $2.00  cash per share  any  Right  which  expires
unexercised.  Physicians  agreed  within  three  business  days from  receipt of
written  notice from PC Quote to such effect,  to purchase for $2.00 cash all PC
Quote  Shares  deliverable  upon  exercise  of all  Rights  which  have  expired
unexercised.  To the extent  permissible  under  applicable  securities laws, PC
Quote  agreed to include in the  Registration  Statement  those PC Quote  Shares
issuable to  Physicians  upon  conversion  or redemption of the Debenture or any
other PC Quote Shares then owned by Physicians.

Item 5.  Interest in Securities of the Issuer.

       (a)(b) Beneficial Ownership of PC Quote Shares:

- --------------------------------------------------------------------------------
                                PC Quote Shares
                                  which may be
                                 Acquired upon   Total PC Quote    Percent of
              PC Quote Shares    Conversion of       Shares       Outstanding
   Person    Currently Held (1)  Debenture (1)    Beneficially     PC Quote
   ------    ------------------  -------------        Owned        Shares (2)
                                                  ------------    -----------
Holdings        2,146,400(3)(4)    1,250,000 (5)    3,396,400         39.5%
- --------------------------------------------------------------------------------
Physicians      2,146,400(3)(4)    1,250,000 (5)    3,396,400         39.5%
- --------------------------------------------------------------------------------
APL                96,400 (4)          0               96,400          1.3%
- --------------------------------------------------------------------------------
PIC                96,400 (4)          0               96,400          1.3%
- --------------------------------------------------------------------------------

(1)    The beneficial owner has sole voting and investment power.
(2)    The percent of the  outstanding  PC Quote Shares is based upon the number
       of PC Quote  Shares  outstanding  (7,350,000)  and the number of PC Quote
       Shares that the person may acquire upon conversion of the Debenture.
(3)    Includes  2,050,000  PC  Quote  Shares  beneficially  owned  directly  by
       Physicians which is a direct subsidiary of Holdings.
(4)    Includes 96,400 PC Quote Shares beneficially owned directly by APL, which
       is a direct  subsidiary  of PIC and an indirect  subsidiary of Physicians
       and of Holdings.
(5)    Includes  1,250,000 PC Quote Shares which may be acquired upon conversion
       of the Debenture beneficially owned directly by Physicians.


       (c)  See Items 2(A), 3 and 4 above.

       (d)  See Items 5(a) and 5(b) above.

       (e)  Not applicable.


                                      -11-
<PAGE>


Item 6. Contracts, Arrangements, Understandings or Relationships with Respect to
Securities of the Issuer.

       See Items 2, 3 and 4 above.

Item 7.  Material to be Filed as Exhibits:

     Exhibit A - Joint  Filing  Agreement,  dated  December 3, 1996,  among PICO
          Holdings,   Inc.,  Physicians  Insurance  Company  of  Ohio,  American
          Physicians Life Insurance  Company and Physicians  Investment  Company
          [Page 14].

     Exhibit B - Agreement,  dated November 14, 1996, between PC Quote, Inc. and
          Physicians Insurance Company of Ohio [Page 15].

     Exhibit C - Convertible Subordinated Debenture Due 2001 [Page 23].



                                      -12-
<PAGE>

Signature.

     After  reasonable  inquiry and to the best of my  knowledge  and belief,  I
certify that the information  set forth in this statement is true,  complete and
correct.

Date: December 3, 1996               PICO HOLDINGS, INC.


                                    By: /s/ James F. Mosier
                                        ________________________________________
                                            James F. Mosier,
                                            General Counsel and Secretary


                      PHYSICIANS INSURANCE COMPANY OF OHIO


                                    By: /s/ James F. Mosier
                                        ________________________________________
                                            James F. Mosier,
                                            General Counsel and Secretary


                       AMERICAN PHYSICIANS LIFE INSURANCE
                                      COMPANY


                                    By: /s/ James F. Mosier
                                        ________________________________________
                                            James F. Mosier,
                                            General Counsel and Secretary


                                    PHYSICIANS INVESTMENT COMPANY


                                    By: /s/ James F. Mosier
                                        ________________________________________
                                            James F. Mosier, Secretary


                                      -13-

<PAGE>
                                                                       EXHIBIT A

                             JOINT FILING AGREEMENT

In accordance with Rule 13d-1(f)(1)  under the Securities  Exchange Act of 1934,
the persons  named below  hereby  agree to the joint filing on behalf of each of
them of a statement on Schedule 13D  (including  any  amendments  thereto)  with
respect to the shares of Common Stock of PC Quote,  Inc.  beneficially  owned by
each of them and further  agree that this Joint Filing  Agreement be included as
an exhibit to such joint filings.

IN WITNESS WHEREOF,  the undersigned  hereby execute this Joint Filing Agreement
as of the 3rd day of December, 1996.


                                     PICO HOLDINGS, INC.


                                     By:  /s/ James F. Mosier
                                          ______________________________________
                                              James F. Mosier,
                                              General Counsel and Secretary


                      PHYSICIANS INSURANCE COMPANY OF OHIO


                                     By:  /s/ James F. Mosier
                                          ______________________________________
                                              James F. Mosier,
                                              General Counsel and Secretary


                                     AMERICAN PHYSICIANS LIFE
                                        INSURANCE COMPANY


                                     By:  /s/ James F. Mosier
                                          ______________________________________
                                              James F. Mosier,
                                              General Counsel and Secretary


                          PHYSICIANS INVESTMENT COMPANY


                                     By:  /s/ James F. Mosier
                                          ______________________________________
                                              James F. Mosier, Secretary


                                      -14-
<PAGE>


                                                                       EXHIBIT B

                       Agreement, dated November 14, 1996,
                           between PC Quote, Inc. and
                      Physicians Insurance Company of Ohio


                                      -15-
<PAGE>



                                    AGREEMENT

     THIS  AGREEMENT is made this 14th day of November,  1996, by and between PC
Quote Inc., a Delaware corporation, and Physicians Insurance Company of Ohio, an
Ohio corporation ("PICO").

1.    Agreement:

     A.   PICO  agrees  to  purchase  from PC Quote a  Convertible  Subordinated
          Debenture in substantially  the form attached hereto (the "Debenture")
          in the  principal  amount of  $2,500,000  due  December  31, 2001 with
          interest at an annual rate of one percent  (1%) over the prime rate as
          announced from time to time by The Wall Street Journal. Principal will
          be payable in full on December  31, 2001.  Interest  shall accrue from
          the Closing  Date and be payable  semi-annually  beginning  January 1,
          1998.  Interest shall be payable in cash or, at the option of PICO, in
          shares of Common  Stock of PC Quote at their fair market  value at the
          time of such  payment.  The  Debenture  shall  be  convertible  at the
          election of PICO at any time into 1,250,000  shares of Common Stock of
          PC Quote (the  "Common  Stock"),  subject to  adjustment  as set forth

                                      -1-
<PAGE>



          therein;  and the Debenture  shall be redeemable by PC Quote solely at
          the conclusion of the Rights  offering  described below in paragraph 7
          for  1,250,000  shares of Common  Stock,  subject to  adjustment.  The
          agreement also provides that PC Quote shall, (i) at the closing of the
          Debenture  offering,  provide  for a five  member  Board of  Directors
          composed of Ronald Langley, Louis Morgan, Paul DiBiasio, John Hart and
          Michael  Ellis.  Messrs.  Morgan,  DiBiasio  and  Langley  are current
          members of the Board of  Directors.  Messrs.  Hart and Ellis have been
          proposed  as  nominees  to the Board by PICO;  and (ii)  establish  an
          Executive  Committee of the Board having full powers authorized by the
          Delaware  General  Corporation Law consisting of Louis Morgan,  Ronald
          Langley and John Hart. The Debenture  offering is expected to close on
          or before November 21, 1996.


2.   Representations  and Warranties of PC Quote: PC QUOTE hereby represents and
     warrants to PICO as follows:

     A.   PC Quote presently has authorized  10,000,000  shares of Common Stock,
          of which  7,350,000  shares  are  outstanding,  1,000,000  shares  are
          reserved for outstanding  options under the Company's  Incentive Stock
          Option Plan and up to 100,000  shares are reserved for issuance  under
          the Company's Employee Stock Purchase Plan.

     B.   PC Quote has taken all  requisite  corporate  action to authorize  the
          execution  and  delivery  of this  Agreement,  the  Debenture  and the
          transactions   contemplated   hereby  and   thereby,   including   the
          reservation  of an aggregate  of 2,500,000  shares of Common Stock for
          issuance upon  conversion  of the  Debenture  and the Rights  offering
          described in paragraph 7 below.

                                      -2-
<PAGE>


     C.   The shares of Common Stock to be issued upon  conversion or redemption
          of the  Debenture  and in payment  of any  interest  thereon,  when so
          delivered,  will  be duly  and  validly  authorized,  fully  paid  and
          non-assessable.

     D.   Except as disclosed by the Company to PICO, the execution and delivery
          of this  Agreement,  the Debenture and the  transactions  contemplated
          hereby and thereby do not conflict with, or cause a default under, any
          material indenture,  loan agreement, or other contract or agreement to
          which PC Quote is a party  or by which  its  property  may be bound or
          affected,  nor any  judgment  or  order of any  court or  governmental
          agency  to  which  PC Quote or its  property  is  subject;  nor is the
          consent of any governmental  agency required for PC Quote's  execution
          and delivery of this  Agreement,  the Debenture or  performance of the
          transactions  contemplated  hereby and thereby  except for  compliance
          with applicable federal and state securities laws.

3.   Closing Date: The Closing Date shall be November 21, 1996, at 10:00 o'clock
     Chicago time, at the Company's executive offices in Chicago, Illinois or at
     such other time and place as the parties may agree.

                                      -3-
<PAGE>


4.   PICO  Representations  and  Warranties:  PICO represents and warrants to PC
     Quote as follows:

     A.   PICO has  taken  all  requisite  corporate  action  to  authorize  the
          execution  and  delivery  of  this  Agreement,  the  purchase  of  the
          Debenture  and  the  transactions  contemplated  hereby  and  thereby,
          including  its  agreement  in  connection  with  the  Rights  offering
          described in paragraph 7 below.

     B.   The  execution  and  delivery of this  Agreement,  the purchase of the
          Debenture  and  the  transactions   contemplated  hereby  and  thereby
          including  its  agreement  in  connection  with  the  Rights  offering
          described  in  paragraph 7 below,  do not  conflict  with,  or cause a
          default  under,  any  material  indenture,  loan  agreement,  or other
          contract  or  agreement  to  which  PICO is a party  or by  which  its
          property  may be bound or  affected,  nor any judgment or order of any
          court or governmental agency to which PICO or its property is subject;
          nor is the  consent of any  governmental  agency  required  for PICO's
          execution and delivery of this Agreement, purchase of the Debenture or
          performance  of  the  transactions  contemplated  hereby  and  thereby
          including  PICO's  agreement in  connection  with the Rights  offering
          described  in  paragraph 7 below,  except  requisite  compliance  with
          applicable federal and state securities laws.


                                      -4-
<PAGE>


5.    PICO Investment Representations:

     PICO  represents  and  warrants to PC Quote that (i) it is in receipt of PC
     Quote's  Forms 10-Q for the periods  ended March 31, 1996 and June 30, 1996
     and the draft Form 10-Q for the quarter ended  September 30, 1996;  (ii) it
     is familiar  with the business,  prospects  and  financial  condition of PC
     Quote;  (iii) it  understands  that the  Debenture and all shares of Common
     Stock to be received by it upon  conversion  or redemption of the Debenture
     or upon payment of interest will not be registered under applicable federal
     or  state  securities  laws  until  such  time as they  are  included  in a
     Registration  Statement  filed by PC Quote  with  the  Securities  Exchange
     Commission;  (iv) the  Debenture  and all such  shares of Common  Stock are
     being acquired by PICO for its own account,  for investment  purposes only,
     and not with a view to  distribution  or resale;  (v) the Debenture and all
     such shares of Common  Stock cannot be sold or  transferred  except under a
     registration statement, or applicable SEC exemption (such as Rule 144), and
     the  Debenture  and  certificates  for such shares will contain a legend to
     such effect; (vi) representatives of PICO have had an opportunity to review
     any  additional  documents  requested  and to ask questions of, and receive
     answers from officers of PC Quote  concerning this  investment;  (vii) PICO
     and its representatives have such knowledge and experience in financial and


                                      -5-
<PAGE>


     business matters that PICO is capable of evaluating the merits and risks of
     an investment in PC Quote;  and (viii) PICO's  financial  situation is such
     that it can  comfortably  hold the  Debenture  and all the shares of Common
     Stock to be received for the required  period without  selling them and can
     even sustain a complete loss with respect to such  Debenture  and/or shares
     of Common Stock.

6.   Stockholder Approval: As promptly as practicable PC Quote agrees to prepare
     and  submit  for  its  shareholders'  approval  (i)  an  amendment  to  its
     Certification of Incorporation to increase its authorized  shares of Common
     Stock to  20,000,000  shares  and  (ii)  ratification  of the  transactions
     contemplated by this Agreement. Such shareholder approval may be by written
     consent of the holders of 51% of more of PC Quote's  outstanding  shares or
     at the 1997 annual shareholders' meeting.

7.    Rights Offering:  PC Quote and PICO each agree as follows:

     A.   PC Quote agrees to prepare and file with the  Securities  and Exchange
          Commission a Registration  Statement (the  "Registration  Statement"),
          and use its best efforts to have such Registration  Statement declared
          effective,  for a  Rights  offering  to be  made  pro  rata to all its
          Shareholders  except PICO  consisting  of  1,250,000  shares of Common

                                      -6-
<PAGE>


          Stock at an  exercise  price of $2.00 per share.  Such  Rights will be
          non-transferrable,  exercisable  solely in cash,  will  expire 30 days
          after issuance,  and will provide that PICO shall, at no cost to PICO,
          exercise  for  $2.00  cash per  share  any such  Right  which  expires
          unexercised.

     B.   PICO agrees  within  three (3)  business  days from receipt of written
          notice from PC Quote to such  effect,  to purchase  for $2.00 cash all
          shares of Common  Stock  deliverable  upon the  exercise of all Rights
          which have expired unexercised.

     C.   To  the  extent   permissible  under  applicable   Federal  and  State
          Securities  Laws,  PC Quote  agrees  to  include  in the  Registration
          Statement   those  shares  of  Common  Stock  issuable  to  PICO  upon
          conversion  or  redemption of the Debenture and any other shares of PC
          Quote common stock then owned by PICO.

                              PC QUOTE, INC.


                              By: /s/ Louis J. Morgan
                                  ______________________________________
                                      Its: Chairman


                              PHYSICIANS INSURANCE COMPANY OF OHIO



                              By: /s/ John R. Hart
                                  ______________________________________
                                  Its: President & CEO

<PAGE>

                                                                       EXHIBIT C


                       Convertible Subordinated Debenture

                                    Due 2001




<PAGE>


                                 PC QUOTE, INC.
                   Convertible Subordinated Debenture Due 2001


      PC QUOTE,  INC., a corporation  duly organized and existing under the laws
of Delaware (herein called the "Company"),  for value received,  hereby promises
to pay to Physicians Insurance Company of Ohio ("PICO") Two Million Five Hundred
Thousand and 00/100  Dollars  ($2,500,000.00)  on December  31, 2001,  at PICO's
executive  offices  (or at such other  offices or agencies  designated  for that
purpose by the holder of this  Debenture) in such coin or currency of the United
States  of  America  as at the time of  payment  shall be legal  tender  for the
payment of public and private  debts or in shares of Common Stock of the Company
as more fully set forth on Appendix A hereof and to pay  interest  from the date
hereof in cash or shares of Common  Stock of the Company as more fully set forth
on Appendix A hereof, semiannually on January 1 and July 1 of each year (each an
"Interest  Payment Date"),  commencing on January 1, 1998, on said principal sum
at said office or agency, in like coin or currency, or at the holder's option in
Company  shares of Common  Stock,  at a rate per annum equal to one percent (1%)
over the prime rate as  announced  from time to time by The Wall Street  Journal
until payment of said principal sum has been paid on this Debenture.

      Reference is hereby made to the further  provisions of this  Debenture set
forth on Appendix A, including, without limitation, provisions subordinating the
payment of principal and interest on this Debenture to the prior payment in full
of all Senior  Indebtedness (as defined herein) and provisions giving the holder
of this  Debenture  the right to  convert,  and the Company the right to redeem,
this  Debenture into common stock of the Company  ("Common  Stock") on the terms
and  subject  to  the  limitations  referred  to on  Appendix  A.  Such  further
provisions shall for all purposes have the same effect as though fully set forth
at this place.

      IN WITNESS  WHEREOF,  the Company has caused this  instrument to be signed
manually or by facsimile by the duly authorized officers.


Dated:  11/27/96

Attest:                                PC QUOTE, INC.



By: /s/ Darlene Czaja                  By:  /s/ Louis J. Morgan
    _______________________________         _______________________________
        Secretary                               Chairman


<PAGE>



                                   APPENDIX A


                                 PC QUOTE, INC.
                   Convertible Subordinated Debenture Due 2001

      This  Debenture  is duly  authorized  by the  Company  (herein  called the
"Debenture"),  in the  principal  amount of Two Million  Five  Hundred  Thousand
Dollars  ($2,500,000),  together with interest from the date hereof at an annual
rate equal to one  percent  (1%) over the prime rate as  published  from time to
time by The Wall Street Journal, the interest to be payable semiannually in cash
or shares of Common Stock of the Company at the holder's  option,  commencing on
January 1, 1998,  with  principal  and any accrued but unpaid  interest  due and
payable on December 31,  2001,  and is issued under and pursuant to that certain
Agreement  dated as of November 14, 1996 (herein called the  "Agreement") by and
between the Company and Physicians  Insurance Company of Ohio ("PICO").  In case
an Event of Default  (defined below) shall have occurred and be continuing,  the
principal  hereof and accrued interest hereon may be declared due and payable by
the holder hereof by giving notice in writing to the Company.

      An "Event of Default", wherever used herein means any one of the following
events  (whether  voluntary  or  involuntary  or pursuant  to the  subordination
provisions  hereof,  or be  effected  by  operation  of law or  pursuant  to any
judgment,  decree or order of any court of any order,  rule or regulation of any
administrative or governmental body):

     (1)  default in the payment of any installment of interest on the Debenture
          as and when it becomes due and payable, whether or not such payment is
          prohibited by the subordination  provisions hereof, and continuance of
          such default for a period of 30 days; or

     (2)  default in the payment of  principal as and when the same shall become
          due and payable at maturity or in  connection  with any  redemption or
          otherwise, by declaration or otherwise and whether or not such payment
          is prohibited by the subordination  provisions hereof and such default
          continues for a period of 15 days; or

     (3)  default in the Company's  obligation to deliver shares of Common Stock
          upon conversion; or

     (4)  the entry by a court  having  jurisdiction  in the  premises  of (a) a
          decree or order for relief in respect of the Company in an involuntary
          case or proceeding under any applicable  Federal or State  bankruptcy,
          insolvency,  reorganization  or other  similar  law or (b) a decree or
          order  adjudging the Company a bankrupt or insolvent,  or approving as
          properly  filed  a  petition  seeking   reorganization,   arrangement,
          adjustment  or  composition  of or in respect of the Company under any
          applicable Federal or state law, or appointing a custodian,  receiver,
          liquidator,  assignee, trustee, sequestrator or other similar official
          of the  Company or of all or  substantially  all of its  property,  or
          ordering  the  winding  up or  liquidation  of its  affairs,  and  the
          continuance  of any such  decree or order  for  relief or for any such
          other  decree  or order  unstayed  and in  effect  for a period  of 60
          consecutive days; or

<PAGE>


     (5)  the  commencement  by the  Company of a voluntary  case or  proceeding
          under  any  applicable   Federal  or  state  bankruptcy,   insolvency,
          reorganization or other similar law, or the consent by it to the entry
          of a decree  or order for  relief  in  respect  of the  Company  in an
          involuntary case or proceeding  under any applicable  Federal or state
          bankruptcy,  insolvency,  reorganization  or other similar law,  other
          consent  by  it  to  the  appointment  of or  taking  possession  by a
          custodian,  receiver,  liquidator,  assignee, trustee, sequestrator or
          similar official of the Company or of all or substantially  all of its
          property, or the making by it of general assignment for the benefit of
          creditors.

      The  holder  of this  Debenture  may waive  any past  default  or Event of
Default and its  consequences.  Any such consent or waiver by the holder of this
Debenture  shall be conclusive  and binding upon such holder and upon all future
holders and owners of this Debenture and all  Debentures  which may be issued in
exchange or substitution  therefor,  irrespective of whether or not any notation
thereof is made upon this Debenture or such other debentures.

      Except with  respect to the rights of holders of Senior  Indebtedness  set
forth in this  Debenture,  no provision of this Debenture  shall alter or impair
the obligation of the Company,  which is absolute and unconditional,  to pay the
principal  of,  or  interest  on this  Debenture  at the  price  and at the time
prescribed hereunder.

      Interest on the  Debenture  shall be  calculated on the basis of a 360-day
year of twelve 30-day months for the period from (and  including)  each Interest
Payment Date to (but not including) each following Interest Payment Date. At the
option of the holder,  all or any portion of an Interest  Payment may be made in
shares of Common  Stock  having  their fair market  value equal to the amount of
such Interest Payment represented by such shares.

      The registered  holder of this Debenture has the right, at its option,  at
any time on or prior to the close of business on December 31,  2001,  to convert
the principal amount hereof into 1,250,000 fully paid and non-assessable  shares
of Common  Stock at the  conversion  price of $2.00 per  share (as  adjusted  in
accordance with this paragraph), upon surrender of this Debenture to the Company
at its executive  offices,  accompanied  by written  notice of  conversion  duly
executed.  If the  Company at any time  subdivides  (by any stock  split,  stock
dividend,  recapitalization or otherwise) its outstanding shares of Common Stock
into a greater number of shares prior to conversion,  the Conversion Price shall
be  proportionately  reduced and the number of shares of Common Stock obtainable
upon conversion shall be proportionately  increased.  If the Company at any time
combines (by reverse stock split or conversion) its outstanding shares of Common
Stock into a smaller number of shares prior to conversion,  the Conversion Price
shall be  proportionately  increased  and the  number of shares of Common  Stock
obtainable upon conversion shall be proportionately decreased. The Company shall
not issue fractional shares or scrip representing  fractions of shares of Common
Stock upon any such conversion, but shall make an adjustment therefor in cash on
the basis of the then  current  market  value of such  fractional  interest.  No
payment or adjustment shall be made on conversion for interest accrued hereon or
for  dividends  on  Common  Stock  delivered  on  conversion.  In the  case of a


<PAGE>


consolidation,  merger,  or sale or transfer of substantially  all the Company's
assets  with,  into or to any  person or entity or  related  group of persons or
entities which is not a subsidiary of the Company, the Conversion Price shall be
proportionately  adjusted  and the number of shares of Common  Stock  obtainable
upon  conversion  shall be  proportionately  adjusted  so that the rights of the
holder hereof shall be equitably preserved.

      The indebtedness evidenced by this Debenture is expressly subordinated and
subject to right of payment to the prior payment in full of all  indebtedness of
the Company to Lakeside Bank, both secured and unsecured, whether outstanding at
the date hereof or incurred after the date hereof ("Senior  Indebtedness").  The
provisions  of this  paragraph are made for the benefit of all holders of Senior
Indebtedness,  and any such holder may proceed to enforce such provisions.  Each
holder of this Debenture, by executing the same, agrees to and shall be bound by
such provisions.

      (1)   In the event of any  insolvency or bankruptcy  proceedings,  and any
            receivorship,   liquidation,   reorganization   or   other   similar
            proceedings  relative to the Company or to its creditors,  or to its
            property,  and in the event of any and if the shares of Common Stock
            to be issued  conversion  are to be issued to in any name other than
            that of the  registered  holder of this  Debenture by  instrument of
            transfer,  in form satisfactory to the Company, duly executed by the
            registered holder or his duly authorized  attorney and, in case such
            surrender  shall be made  during  the  period  prior to the close of
            business proceedings for voluntary liquidation, dissolution or other
            winding up of the Company,  whether or not  involving  insolvency or
            bankruptcy,  then  the  holders  of  Senior  Indebtedness  shall  be
            entitled to receive payment in full of all principal and interest on
            all Senior  Indebtedness  before the  holder of this  Debenture  are
            entitled to receive any payment on account of  principal or interest
            on this  Debenture,  and to that end (but  subject to the power of a
            court of competent  jurisdiction to make other  equitable  provision
            reflecting  the rights  conferred in this  Debenture upon the Senior
            Indebtedness  and  its  holders  with  respect  to  the  subordinate
            indebtedness  hereunder  and the  holder  of it by a lawful  plan of
            reorganization  under  applicable  bankruptcy  law) the  holders  of
            Senior  Indebtedness shall be entitled to receive for application in
            payment of it any payment or  distribution of any kind or character,
            whether in cash or property or  securities,  which may be payable or
            deliverable in any proceedings in respect to this Debenture,  except
            securities  which are  subordinate and junior in right of payment to
            the payment of all Senior Indebtedness then outstanding; and

      (2)   In the event of any  default in the payment of the  principal  of or
            interest on any Senior  Indebtedness  and during the continuation of
            any such  default,  no amount shall be paid by the Company,  and the
            holder  of this  Debenture  shall not be  entitled  to  receive  any
            amount,  in respect to the principal or interest on this  Debenture;
            and

<PAGE>



      (3)   In the event that this  Debenture is declared due and payable before
            its  expressed  maturity  because of the  occurrence  of an Event of
            Default  (under  circumstances  when the provisions of the foregoing
            clause (1) is  applicable),  the holders of the Senior  Indebtedness
            outstanding  at the  time  the  Debenture  becomes  due and  payable
            because of the  occurrence  of an Event of Default shall be entitled
            to receive  payment in full of all  principal  and  interest  on all
            Senior  Indebtedness before the holder of this Debenture is entitled
            to receive  any  payment on account  of the  principal  or  interest
            hereon.

No present or future  holder of Senior  Indebtedness  shall be prejudiced in the
right to enforce subordination of this Debenture by any act or failure to act on
the part of the Company.  The  provisions  of this  paragraph are solely for the
purpose of defining the relative rights of the holders of Senior Indebtedness on
the one hand,  and the holder of this  Debenture on the other hand,  and nothing
here shall impair, as between the Company and the holder of this Debenture,  the
obligation of the Company,  which is unconditional  and absolute,  to pay to the
holder of this  Debenture  principal and interest in accordance  with its terms;
nor shall anything here prevent the holder of this Debenture from exercising all
remedies otherwise permitted by applicable law or herein, subject to the rights,
if any, under this paragraph of holders of Senior  Indebtedness to receive cash,
property or securities  otherwise  payable or  deliverable to the holder of this
Debenture.  The  Company  agrees,  for the  benefit  of the  holders  of  Senior
Indebtedness,  that in the event that this Debenture is declared due and payable
before its expressed  maturity  because of the occurrence of an Event of Default
(a) the  Company  will give  prompt  notice in writing of the  happening  to the
holders of Senior  Indebtedness,  and (b) all Senior  Indebtedness  shall become
immediately due and payable on demand, regardless of its expressed maturity.

      This  Debenture  may be  redeemed  at the  option of the  Company,  upon a
resolution  adopted by a majority of the Company's  directors then in office who
are  neither  affiliated  with PICO nor  designated  by PICO as a nominee to the
Company's  Board of Directors,  solely at the closing of the Rights Offering (as
defined in the Agreement) (the "Redemption  Date") in whole,  prior to maturity,
upon not less than 5 nor more than 60 days' prior notice given in writing to the
holder hereof at its registered address, for 1,250,000 shares of Common Stock at
a redemption  price of $2.00 per share, as adjusted  pursuant to this paragraph,
together with accrued and unpaid interest to the Redemption Date. If the Company
at any time subdivides (by any stock split, stock dividend,  recapitalization or
otherwise)  its  outstanding  shares of Common  Stock  into a greater  number of
shares  prior  to  the  Redemption   Date,   the   Redemption   Price  shall  be
proportionately reduced and the number of shares of Common Stock obtainable upon
exercise of the Company's redemption option shall be proportionately  increased.
If the Company at any time combines (by reverse  stock split or  otherwise)  its
outstanding  shares of Common Stock into a smaller number of shares prior to the
Redemption Date, the Redemption Price shall be proportionately increased and the
number of shares of Common  Stock  obtainable  upon  exercise  of the  Company's
redemption  option  shall  be  proportionately  decreased.  In  the  case  of  a
consolidation, merger, or sale or transfer of substantially all of the Company's
assets  with,  into or to any  person or entity or  related  group of persons or
entities which is not a subsidiary of the Company, the Redemption Price shall be
proportionately  adjusted  and the number of shares of Common  Stock  obtainable
upon  conversion  shall be  proportionately  adjusted  so that the rights of the
holder  hereof  shall be  equitably  preserved.  If the  Company  exercises  its
redemption option,  interest shall cease to accrue on this Debenture on or after
the Redemption Date.


<PAGE>


      The Company may deem and treat the registered holder hereof as an absolute
owner of this  Debenture  (whether  or not this  Debenture  shall be overdue and
notwithstanding  any  retention  of ownership  or other  writing  hereon made by
anyone other than the Company.  For the purpose of receiving  payment hereof for
conversion  hereof  and for all other  purposes,  and the  Company  shall not be
affected by any notice to the contrary.  All such payments and conversions shall
satisfy and discharge the liability upon this Debenture to the extent of the sum
or sums so paid on the conversion so made.

      No recourse  for the payment of the  principal  of, if any, or interest on
this Debenture or for any claim based hereon or otherwise in respect hereof, and
no recourse under or upon any  obligation,  covenant or agreement of the Company
in this  Debenture  or because of the creation of any  indebtedness  represented
thereby,  shall be filed  against  any  incorporation,  stockholder,  officer or
director,  as such, past,  present or future, of the Company or of any successor
corporation,   either   directly  or  through  the  Company  or  any   successor
corporation,  whether by virtue of any constitution,  statute or rule of law, or
by the enforcement of any assessment or penalty or otherwise, all such liability
being, by the acceptance  hereof and as part of the  consideration for the issue
hereof, expressly waived and released.

      THIS DEBENTURE  SHALL BE DEEMED TO BE A CONTRACT MADE UNDER THE LAW OF THE
STATE OF ILLINOIS AND FOR ALL PURPOSES SHALL BE CONSTRUED IN ACCORDANCE WITH AND
GOVERNED BY THE LAWS OF SAID STATE.

      THIS DEBENTURE MAY NOT BE TRANSFERRED EXCEPT TO AFFILIATES OF PICO WITHOUT
THE COMPANY'S EXPRESS WRITTEN CONSENT, AND ANY SUCH TRANSFER SHALL BE SUBJECT TO
COMPLIANCE WITH ALL APPLICABLE FEDERAL AND STATE SECURITIES LAWS.


<PAGE>


                                CONVERSION NOTICE


To:   PC Quote, Inc.

      The  undersigned  registered  owner of this Debenture  hereby  irrevocably
exercises the option to convert this Debenture into shares of Common Stock of PC
QUOTE,  INC., in accordance with the terms of this  Debenture,  and directs that
the shares issuable and deliverable upon the conversion, together with any check
in payment  for  fractional  shares be issued and  delivered  to the  registered
holder hereof unless a different name has been indicated below.


Dated: _______________________      ____________________________________________
                                    Signature


Fill in for  registration  of shares to be  delivered,  and  Debentures if to be
issued, other than to and in the name of the registered holder (Please Print):


________________________________________________________
                         (Name)                          

________________________________________________________
                    (Street Address)

________________________________________________________
               (City, State and Zip Code)


________________________________________________________
Social security or other taxpayer identification number.


<PAGE>


                                   ASSIGNMENT


For value received  ___________________________  hereby sell(s),  assign(s), and

transfer(s)  unto   ____________________________________________________________
(Please  include social security  number or other tax  identification  number of
assignee) the within Debenture and hereby  irrevocably  constitutes and appoints

____________________________________________________  attorney to  transfer  the
said Debenture on the books of the Company,  with full power of  substitution in
the premises.



Dated: ___________________________        ______________________________________
                                          Signature(s)


Signature(s)  must be  guaranteed  by a  commercial  bank or trust  company or a
member firm of a major stock exchange.


__________________________________________
Signature Guarantee




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