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Cheat Sheet

Published on .

Name: Azhar Rafee

Age: 40

Title: Senior VP-global head, Reuters.com

Who: Started Reuters.com, an advertising-supported consumer Web site appealing to the business reader.

Challenge: To increase the audience for Reuters.com, which ranks seventh among financial-news sites on the Web and faces challenges from heavily marketed players such as Yahoo Finance and MSN Money in the crowded online space. In coming months, Mr. Rafee will focus on marketing for the site; it has not marketed itself at all thus far. The plan may involve retaining an advertising agency.

Heartland education: Attended Coe College, liberal-arts school in Cedar Rapids, Iowa. He calls his time there , "one of the best experiences of my 20 years in the U.S." So he's putting two nieces through college at his alma mater.

What surprised him about Iowa: How sheltered people are. "They are not exposed to the outside world."

International affairs: Married for five years to Laura Donini-Rafee, an assistant to United Nations Secretary General Kofi Annan.

Unique viewpoint: Born in Pakistan, married to an Italian woman and running a business in the U.S., he has roots in three continents.

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