1
 
                        MADISON GAS AND ELECTRIC COMPANY
 
                                  [MG&E LOGO]
 
                ------------------------------------------------
 
                                PROXY STATEMENT
                ------------------------------------------------
 
                         ANNUAL MEETING OF SHAREHOLDERS
                             TO BE HELD MAY 5, 1998
   2
 
                        MADISON GAS AND ELECTRIC COMPANY
                              POST OFFICE BOX 1231
                         MADISON, WISCONSIN 53701-1231
 
                                                                  March 23, 1998
 
Dear Shareholder:
 
     The directors and officers of the Company join me in extending a cordial
invitation to you to attend our 1998 Annual Meeting of Shareholders which will
be held on Tuesday, May 5, 1998, at 11:00 a.m., local time, in the Exhibition
Hall of the Dane County Exposition Center, 1919 Expo Way, Madison, Wisconsin
(see the map on next page).
 
     The accompanying Proxy Statement requests approval of the election of a
slate of nominees for directors of Class III to hold office until 2001.
 
     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. I ENCOURAGE YOU TO SIGN AND DATE 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
                                         DAVID C. MEBANE
                                         Chairman of the Board, President,
                                         and Chief Executive Officer
   3
 
     If you plan to attend the Annual Meeting in person, please fill out the
reservation form 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.
 
                                      Map
 
Note: Enter the Dane County Expo Center grounds through the Main Gate off of
Rimrock Road (see inset map).
   4
 
                        MADISON GAS AND ELECTRIC COMPANY
                              POST OFFICE BOX 1231
                         MADISON, WISCONSIN 53701-1231
 
                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
 
                        TUESDAY, MAY 5, 1998, 11:00 A.M.
 
     The 1998 Annual Meeting of Shareholders of Madison Gas and Electric Company
will be held in Madison, Wisconsin, in the Exhibition Hall of the Dane County
Exposition Center, 1919 Expo Way, Madison, Wisconsin, on Tuesday, May 5, 1998,
at 11:00 a.m., local time, for the purposes of:
 
         (1) Electing three Class III directors to hold office until the Annual
     Meeting of Shareholders in 2001 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, 1998, 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 23, 1998
 
                           -------------------------
 
     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, officer, personal representative,
administrator, trustee, guardian, or similar capacity, please indicate full
title as such.
 
                                        1
   5
 
                        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:
 
     The Proxy Statement and accompanying proxy, mailed on or about March 23,
1998, 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 1998 Annual Meeting of Shareholders of the
Company to be held in the Exhibition Hall of the Dane County Exposition Center,
1919 Expo Way, Madison, Wisconsin, on Tuesday, May 5, 1998, 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 which is voted at the 1998 Annual Meeting, or
attendance at the Meeting and voting in person. Attendance at the Meeting will
not automatically revoke a proxy.
 
     As of March 1, 1998, the Company had outstanding 16,079,718 shares of
50,000,000 authorized shares of Common Stock. The Common Stock constitutes the
only class of securities entitled to vote at the 1998 Annual Meeting of
Shareholders. Only those shareholders of Common Stock of record at the close of
business on March 1, 1998, 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 Investors
Plus 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.
 
                               VOTING INFORMATION
 
     A shareholder may, with respect to the election of directors, (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 at or prior to the 1998 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
named director nominees. If a proxy indicates that all or a portion of the votes
represented by such proxy are not being voted, such nonvotes will not be
considered as votes cast with respect to such matter, although such shares may
be considered present and entitled to vote for other purposes and will count for
purposes of determining the presence of a quorum.
 
                                        2
   6
 
     If a quorum is present at the 1998 Annual Meeting, the three persons
receiving the greatest number of votes will be elected to serve as Class III
directors. Accordingly, withholding authority to vote for a director and
nonvotes with respect to the election of directors will not affect the outcome
of the election of directors.
 
                             ELECTION OF DIRECTORS
 
     The Board of Directors consists of eight directors divided into three
classes, one class having two directors and two classes having three directors,
with one class being elected each year for a term of three years. Accordingly,
it is proposed that the three nominees listed below be elected to serve as Class
III directors for three-year terms, to expire at the 2001 Annual Meeting of
Shareholders and upon the election and qualification of their successors.
 
     Messrs. Blaney, Mohs, and Stark are currently Class III directors whose
terms expire at the 1998 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. Under the Company's
retirement guidelines for directors, non-officer directors must retire from the
board no later than the Annual Meeting of Shareholders following their 73(rd)
birthday.
 
     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
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
1998 Annual Meeting of Shareholders must be delivered or mailed to the Company
no later than April 21, 1998.
 
     The following table sets forth the names of the nominees and the current
directors who will continue in office after the Meeting, 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.
 
                                        3
   7
 


                                                              DIRECTOR
            NAMES (AGES) AND BUSINESS EXPERIENCE               SINCE
            ------------------------------------              --------
                                                           
Nominees (Class III) -- Term Expiring in 2001
RICHARD E. BLANEY (61), Madison, Wisconsin..................    1974
  Retired President of Richard Blaney Seeds Inc., sellers of
  hybrid seed corn, with which he was associated for more
  than 9 years.
FREDERIC E. MOHS (61), Madison, Wisconsin...................    1975
  Partner in the law firm of Mohs, MacDonald, Widder &
  Paradise, of which he has been a member since 1968.
PHILLIP C. STARK (72), Madison, Wisconsin...................    1985
  Chairman of the Board and Vice President and Secretary of
  The Stark Company, a real estate company, with which he
  has been associated for 49 years.
Members of the Board of Directors Continuing in Office
  Class I -- Term Expiring in 1999
JEAN MANCHESTER BIDDICK (71), 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 (64), Madison, Wisconsin....................    1984
  Chairman of the Board of Directors, President, and Chief
  Executive Officer of the Company, of which he has been an
  officer since 1980; also director of First Federal Capital
  Corp., a bank holding company.
REGINA M. MILLNER (53), Madison, Wisconsin..................    1996
  Attorney and Real Estate Consultant for more than 12 years
  and President of RMM Enterprises, Inc., a real estate
  consulting firm; also a director of Wisconsin State Equity
  Corporation.
Class II -- Term Expiring in 2000
H. LEE SWANSON (59), 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 32 years; also director of Chorus
  Communications Group and MidPlains Telephone Company.
FRANK C. VONDRASEK (69), Madison, Wisconsin.................    1982
  Vice Chairman of the Board of Directors of the Company, of
  which he was an officer from 1974 through 1993.

 
                                        4
   8
 
                      BENEFICIAL OWNERSHIP OF COMMON STOCK
 
     The following table lists the beneficial ownership of Common Stock of each
director and nominee, the individuals named in the Summary Compensation Table,
the directors and executive officers as a group, and each person known by the
Company to be the beneficial owner of more than 5 percent of the outstanding
shares of Common Stock. In each case the indicated owner has sole voting power
and sole investment power with respect to the shares shown except as noted.
 


                                                                    PERCENT OF
                                         NUMBER OF SHARES          OUTSTANDING
                 NAME                   BENEFICIALLY OWNED         COMMON STOCK
                 ----                   ------------------         ------------
                                                             
Jean Manchester Biddick...............          3,716                    *
Richard E. Blaney.....................          1,335                    *
Robert E. Domek.......................          3,651(2)(5)              *
Terry A. Hanson.......................          1,909(1)(2)              *
David C. Mebane.......................          8,264(1)(2)              *
Regina M. Millner.....................            924                    *
Frederic E. Mohs......................          1,786(3)                 *
Phillip C. Stark......................          3,329                    *
H. Lee Swanson........................          3,150                    *
Frank C. Vondrasek....................         21,355(1)(2)              *
Mark C. Williamson....................          2,048(1)(2)              *
Gary J. Wolter........................          3,187(1)(2)              *
All directors and executive officers
   as a group (19)....................         73,363(2)                 *
Marshall & Ilsley Corporation.........        974,403(4)              6.06
770 North Water Street
Milwaukee, Wisconsin 53202

 
- -------------------------
 *  Less than 1 Percent.
 
(1) Messrs. Hanson, Mebane, Vondrasek, Williamson, and Wolter are directors of
    Madison Gas and Electric Company Foundation, Inc., and as such have shared
    voting and investment power in an additional 9,847 shares of Common Stock
    held thereby.
 
(2) Includes Common Stock held under the two Employee Stock Ownership Plans of
    the Company for the account of executive officers of the Company with
    respect to which such persons have sole voting but no investment power: Mr.
    Domek, 2,177 shares; Mr. Hanson, 402 shares; Mr. Mebane, 5,149 shares; Mr.
    Vondrasek, 11,956 shares; Mr. Williamson, 14 shares; Mr. Wolter, 83 shares;
    and directors and executive officers as a group, 31,413 shares.
 
(3) Includes 611 shares of Common Stock with respect to which Mr. Mohs is
    trustee of a trust for the benefit of his children.
 
(4) Marshall & Ilsley Trust Company is the Trustee of the Company=s Employee
    Stock Ownership Plans. Marshall & Ilsley Corporation (M&I), as a parent
    holding company, filed a Schedule 13G to report beneficial ownership by it
    and four subsidiaries of shares of Common Stock. Based on information
    contained in the Schedule 13G, this includes shares as to which M&I has or
    shares voting and investment power as follows: sole voting power as to
    91,580 shares; shared voting power as to 878,688 shares (as to which
    beneficial ownership is disclaimed as to 833,907 shares held in one or more
    employee benefit plans); sole investment power as to 88,974 shares; and
    shared investment power as to 885,429 shares (as to which beneficial
    ownership is disclaimed as to 833,907 shares held in one or more employee
    benefit plans).
 
(5) Retired as Executive Vice President December 31, 1997.
 
                                        5
   9
 
            SECTION 16(A) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE
 
     Section 16(a) of the Securities Exchange Act of 1934 requires the Company's
directors, executive officers, and persons who own more than ten percent of the
Company's Common Stock to file reports of ownership and changes in ownership
with the Securities and Exchange Commission. Such persons are also required to
furnish the Company with copies of all such reports.
 
     Based solely on its review of the copies of such reports received by the
Company and written representations from certain reporting persons, the Company
notes that its directors and executive officers (the Company does not have any
greater than ten percent shareholders) filed all required reports during or with
respect to 1997 on a timely basis, except for Robert E. Domek, who filed one
report late relating to a sale of stock.
 
                                BOARD COMMITTEES
 
     The Company has an Audit Committee, a Compensation Committee, an Executive
Committee, and a Personnel Committee.
 
     During the year ended December 31, 1997, a total of 12 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, Executive, or Personnel Committee) the meetings of the
Audit, Compensation, Executive, and Personnel Committees.
 
     Directors who are not employees of the Company will receive $11,500
annually, plus $650 for each Board meeting attended and $350 for each Audit,
Compensation, Executive, or Personnel Committee meeting attended. The Vice
Chairman of the Board of Directors receives an additional $6,500 annual
retainer. Mr. Mebane does not receive additional compensation for serving as a
director.
 
     The members of the Audit Committee are Mrs. Biddick, Ms. Millner, and
Messrs. Blaney, Mohs, Stark, Swanson, and Vondrasek. The Audit Committee held
two meetings during 1997. 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, Mohs, and
Stark. The Compensation Committee held one meeting during 1997. 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.
 
     The members of the Executive Committee are Mrs. Biddick and Messrs. Blaney,
Mebane, Mohs, and Vondrasek. The Executive Committee did not meet during 1997.
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, Ms. Millner, and
Messrs. Mebane, Mohs, Swanson, and Vondrasek. The Personnel Committee held one
meeting during 1997. 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.
 
                                        6
   10
 
                             EXECUTIVE COMPENSATION
 
     The following table summarizes the compensation for the fiscal years 1995,
1996, and 1997 of the Chief Executive Officer and four other executive officers
serving as executive officers on December 31, 1997, whose salary exceeded
$100,000 for fiscal year 1997.
 
                           SUMMARY COMPENSATION TABLE
 


                                     ANNUAL COMPENSATION              LONG-TERM COMPENSATION
                               -------------------------------   ---------------------------------
                                                                         AWARDS            PAYOUTS
                                                                 -----------------------   -------
                                                                 RESTRICTED   SECURITIES
                                                  OTHER ANNUAL     STOCK      UNDERLYING    LTIP      ALL OTHER
  NAME AND PRINCIPAL            SALARY    BONUS   COMPENSATION     AWARDS      OPTIONS     PAYOUTS   COMPENSATION
       POSITION         YEAR     ($)       ($)        ($)           ($)          (#)         ($)        ($)(5)
  ------------------    ----    ------    -----   ------------   ----------   ----------   -------   ------------
                                                                             
David C. Mebane.......  1997   $287,316     0        $    0        $    0         0           0        $ 8,857
  Chairman, President,  1996    270,756     0             0             0         0           0         12,263
  and Chief Executive   1995    252,452     0         2,766         6,350         0           0         11,353
  Officer
Robert E. Domek(1)....  1997   $180,575     0        $    0        $    0         0           0        $54,958
  Executive Vice        1996    170,000     0             0             0         0           0          8,927
  President             1995    119,558     0         1,087         6,350         0           0          7,678
Gary J. Wolter(2).....  1997   $176,612     0        $    0        $    0         0           0        $ 6,171

  Senior Vice
  President-            1996    160,516     0             0             0         0           0          4,412
  Administration and    1995    144,844     0           153         6,350         0           0          3,566
  Secretary
Mark C.
  Williamson(3).......  1997   $174,984     0        $    0        $    0         0           0        $ 3,114

  Senior Vice
  President-            1996    158,092     0             0             0         0           0            395
  Energy Services       1995    141,396     0           184         6,350         0           0            354
Terry A. Hanson(4)....  1997   $122,416     0        $    0        $    0         0           0        $ 5,089
  Vice President-       1996    114,068     0             0             0         0           0          3,836
  Finance               1995    106,480     0           119         6,350         0           0          1,994

 
- -------------------------
 
(1) Senior Vice President-Human Resources until May 1, 1995, when he was
    promoted to Executive Vice President. He was elected President of Great
    Lakes Energy Corp. (GLENCO) and Vice Chairman of American Energy Management,
    Inc. (AEM), in May of 1996. GLENCO and AEM were subsidiaries of the Company.
 
(2) Vice President-Administration and Secretary until May 1, 1995, when he was
    promoted to Senior Vice President-Administration and Secretary.
 
(3) Vice President-Energy Services until May 1, 1995, when he was promoted to
    Senior Vice President-Energy Services.
 
(4) Treasurer until October 1, 1996, when he was promoted to Vice President and
    Treasurer. Promoted to Vice President-Finance on November 1, 1997.
 
(5) Amounts for all other compensation for 1997 are Company contributions to a
    401(k) defined contribution plan and pay for unused vacation. The 401(k)
    Company contribution for 1997 was $3,550 for Mr. Mebane, $2,879 for Mr.
    Domek, $2,997 for Mr. Wolter, $3,114 for Mr. Williamson, and $2,804 for Mr.
    Hanson; the residual for each person in 1997 was pay for unused vacation.
 
                                        7
   11
 
                        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.
 
     Executive salaries are established within a salary range that reflects
competitive salary levels for similar positions in similar-sized gas and
electric utilities and other Wisconsin utilities. The utilities used for salary
comparison are not the same companies included in the performance graph peer
group in this Proxy Statement. The Upper Midwest combination utilities included
in the performance graph peer group were 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
and other Wisconsin utilities.
 
     The midpoint (or middle) of an executive's salary range is approximately
equal to the median salary level of the surveyed utilities. 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 within the salary range 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. 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.
 
                                        8
   12
 
EXECUTIVE COMPENSATION
 
     Company performance factors such as earnings, rates, shareholder return,
and other available financial criteria were used in determining the CEO's and
other executive officers' positions in his or her salary range. Other criteria
such as gas and electric reliability and responsiveness to industry change were
also examined.
 
     In 1997, MGE earned above the return on equity authorized by the Public
Service Commission of Wisconsin. This was achieved despite lower sales because
of mild weather and substantial additional expenses because of the outage of the
Kewaunee Nuclear Power Plant. Additionally, the Company has taken a leadership
role in industry restructuring and merger policy.
 
     A study was performed for the Company in 1996 by a compensation consultant.
The study compared the pay level of key MGE executives to pay levels of general
industry and pay levels of other utilities with revenues of approximately $250
million. The study showed that pay levels for MGE executives were generally
below the median of salary and incentive compensation for both general industry
and similar-sized utilities. Salary adjustments were made which moved Company
executives closer to the market median for their positions. In 1997, the CEO's
annual salary was set at $292,992. The CEO's total compensation remains below
the market total compensation for both general industry and similar-sized
utilities identified in the compensation study.
 
                                           Richard E. Blaney
                                           Frederic E. Mohs
                                           Phillip C. Stark
 
                                        9
   13
 
                              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.
 
                        MADISON GAS AND ELECTRIC COMPANY
                             FINANCIAL PERFORMANCE
                 CUMULATIVE FIVE-YEAR TOTAL RETURN* COMPARISON
 
                             [PERFORMANCE GRAPH]
 
  Assumes $100 invested on December 31, 1992, in each of the Company's Common
                       Stock, S&P 500, and the Peer Group
                *Total return assumes reinvestment of dividends
 


             --------------------------------
                           S&P           PEER
              MGE          500          GROUP
               ------------------------------
                              
1992         $100         $100          $100
1993         $110         $110          $113
1994         $112         $112          $107
1995         $128         $153          $140
1996         $117         $189          $145
1997         $141         $252          $187

 
                                       10
   14
 
     The Peer Group selected by the Company is composed of the following Upper
Midwest combination utilities:
 

                           
  Cilcorp Inc.                Minnesota Power & Light
  Cinergy Corp.               Nipsco Industries Inc.
  Cipsco Inc.                 Northern States Power-MN
  CMS Energy Corp.            SIGCorp. Inc.
  DPL Inc.                    St. Joseph Light & Power
  IES Industries Inc.         Utilicorp United Inc.
  Illinova Corp.              Wisconsin Energy Corp.
  Interstate Power Co.        WPL Holdings Inc.
 *Iowa-Illinois Gas & Elec.   WPS Resources Corp.
**MidAmerica Energy
  Holding                     Note: Data accumulated by S&P
                              Compustat Services

 
 *Merged with Midwest Resources on 7/17/95
 
**Name change from MidAmerican Energy Co.
 
                                       11
   15
 
                        MADISON GAS AND ELECTRIC COMPANY
                             FINANCIAL PERFORMANCE
                        MGE VERSUS WISCONSIN PEER GROUP
 
    Note: This graph is for comparison purposes only. It is to show how the
  Company's Five-Year Total Return compares to the other Wisconsin utilities.
 
                             [PERFORMANCE GRAPH]

  Assumes $100 invested on December 31, 1992, in each of the Company's Common
                                 Stock and the
                      Wisconsin Utility Peer Group Average
 Wisconsin Peer Group average is weighted based on market capitalization at the
                             beginning of the year
                 Total return assumes reinvestment of dividends
 


             -----------------------
                           WISCONSIN
              MGE               PEER
                               GROUP
             -----------------------
                    
1992         $100            $100
1993         $110            $108
1994         $112            $102
1995         $128            $128
1996         $117            $119
1997         $141            $140

 
Wisconsin Peer Group: Wisconsin Energy Corp.
                      WPL Holdings Inc.
                      WPS Resources Corp.
 
                                       12
   16
 
                 PENSION PLAN AND SUPPLEMENTAL RETIREMENT PLAN
 
     The Company has a noncontributory qualified defined benefit Pension Plan
covering its salaried employees. The amount of pension is based on 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. The retirement benefits are not subject to any reduction for
Social Security benefits received by the employees or for any other offset
amounts.
 
                             PENSION PLAN TABLE(1)
 


                          ANNUAL PENSION AT NORMAL RETIREMENT AGE OF 65
                            AFTER YEARS OF SERVICE INDICATED BELOW(2)
                          ---------------------------------------------
   FINAL FIVE-YEAR                                                25 YEARS
AVERAGE ANNUAL SALARY   10 YEARS      15 YEARS      20 YEARS      OR MORE
- ---------------------   --------      --------      --------      --------
                                                      
$100,000..............  $12,500       $18,750       $25,000       $31,250
$125,000..............  $15,625       $23,438       $31,250       $39,063
$160,000..............  $20,000       $30,000       $40,000       $50,000

 
- -------------------------
(1) The retirement benefits reflect limits imposed by the Internal Revenue Code
    on benefit amounts and covered compensation.
 
(2) The Pension Plan Table does not reflect service credit prior to 1986 when
    the Pension Plan required employee contributions. The normal retirement
    pension for employees with service credits prior to 1986 will exceed the
    amounts shown in the Pension Plan Table, depending on their years of pre-
    1986 service and contributions made to the Pension Plan.
 
     The estimated annual retirement benefit payable at normal retirement age of
65 under the Pension Plan formula (assuming continuation of 1997 compensation
levels through retirement and taking into account employee contributions and
service credits for 1985 and prior years) is $56,176 to Mr. Mebane, $44,586 to
Mr. Wolter, $50,943 to Mr. Williamson, and $45,371 to Mr. Hanson. At December
31, 1997, the annual retirement benefit payable to Mr. Domek is $48,680.
 
     The full credited years of service under the Pension Plan are 21 for Mr.
Mebane, 14 for Mr. Wolter, 12 for Mr. Williamson, 16 for Mr. Hanson, and 25 for
Mr. Domek.
 
     Officers of the Company are also covered under a nonqualified supplemental
retirement plan which provides 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 at retirement. The estimated supplemental annual retirement
benefit payable at normal retirement age of 65 under the supplemental retirement
plan (assuming continuation of 1997 compensation levels through retirement) is
$134,698 to Mr. Mebane, $83,086 to Mr. Wolter, $75,729 to Mr. Williamson, and
$42,871 to Mr. Hanson. At December 31, 1997, the annual supplemental retirement
benefit payable to Mr. Domek was $55,090.
 
                                       13
   17
 
                           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. Three
officers contributed to the plan during 1997. 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.
 
     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. "Change in
control" is defined generally as the acquisition by any person, subject to
certain exceptions, of beneficial ownership of 20 percent or more of the Common
Stock; a change in the majority of the Board of Directors; certain mergers or
similar transactions involving the Company's assets where, among other
conditions, the current shareholders do not constitute at least 60 percent of
the shareholders of the resulting or acquiring entity; or a liquidation of the
Company.
 
                                SEVERANCE PLANS
 
     The Company has entered into severance agreements with certain key
employees, including Messrs. Mebane, Wolter, Williamson, and Hanson. Under these
agreements, each such employee is entitled to a severance payment following a
change in control of the Company as defined above if, within 24 months after
such change in control, employment with the Company is terminated by (i) the
Company, (ii) the employee for good reason, or (iii) the employee for any reason
during the 30-day period commencing one year after the date of change in
control. Each agreement has a three-year initial term, but on the first
anniversary of execution and each anniversary thereafter, the agreement is
extended for an additional 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 three times the employee's annual
base salary plus three times the highest bonus paid during any of the five years
preceding a change in control. If the employee receives severance benefits
following a change in control, health, life, and disability benefits are
continued for up to three years, and the employee will also be grossed up for
any excise taxes the employee may incur. In circumstances not involving a change
in control of the Company, Messrs. Mebane, Wolter, Williamson, and Hanson, 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.
 
                                       14
   18
 
                     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 1999 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 23,
1998.
 
     Shareholder nominations for Class I directors to be elected at the 1999
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 1999 Annual Meeting.
 
                                 OTHER MATTERS
 
     The Company's Annual Report for the year 1997 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.
 
     The Board of Directors has selected Coopers & Lybrand L.L.P. to audit the
consolidated financial statements of the Company and its subsidiaries for 1998.
Coopers & Lybrand L.L.P., the Company's independent public accountant in 1997,
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
                                           DAVID C. MEBANE
                                           Chairman of the Board, President,
                                           and Chief Executive Officer
 
Dated March 23, 1998
 
                                       15
   19
 
                        MADISON GAS AND ELECTRIC COMPANY
                              POST OFFICE BOX 1231
                         MADISON, WISCONSIN 53701-1231
[MG&E LOGO]
 
This proxy is solicited on behalf of the Board of Directors of Madison Gas and
Electric Company. MGE's Annual Meeting of Shareholders will be held at 11:00
a.m., local time, on Tuesday, May 5, 1998, in the Exhibition Hall at the Dane
County Exposition Center, 1919 Expo Way, Madison, Wisconsin (see map on back).
 
YOUR VOTE IS IMPORTANT. PLEASE SIGN AND DATE THE ATTACHED PROXY PROMPTLY AND
MAIL IT BACK TO US EVEN IF YOU PLAN TO ATTEND THE MEETING. If you do plan on
attending the meeting, be sure to complete and return the bottom two-thirds of
this form in the enclosed envelope.
 
    Fold and Detach Here                                Fold and Detach Here
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
                                                                   PLEASE
                                                                    SIGN
                                                                     AND
                                                                   RETURN.
                  MADISON GAS AND ELECTRIC COMPANY PROXY
 
     ITEM 1: Election of Directors: Class III Nominees: Richard E.
     Blaney, Frederic E. Mohs, and Phillip C. Stark
 

                                                                                               
                                                                   [ ] FOR                        [ ] WITHHOLD
                                                                   all nominees listed above         authority to vote for all
                                                                   (except as marked to the          nominees listed
                                                                   contrary below)

 
                                     (Instructions: To withhold
                                     authority to vote for any
                                     individual nominee, write that
                                     nominee's name in the space
                                     provided below.)
 
                                     --------------------------------
 
     ITEM 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 MATTER DESIGNATED IN THE PROPOSAL NUMBERED
     (1). IF NO SPECIFICATION IS MADE, THE SHARES WILL BE VOTED "FOR
     ALL NOMINEES."
 

                                                                   
         This proxy revokes any proxy heretofore given.               ------------------------------------------------- (L.S.)
         ---------------------------------------------, 1998          ------------------------------------------------- (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.

 
                          (continued on reverse side)
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
                  1998 ANNUAL SHAREHOLDERS MEETING RESERVATION
                                         Please sign and return if you plan to
                                         attend the Annual Meeting.
                                         (If you do not plan to attend, please
                                         leave blank.)
 
                                         ---------------------------------------
                                                     Shareholder(s)
 
                                         ---------------------------------------
 
                                         ---------------------------------------
                                                          Guest
   20
 
                                      MAP
 
                                     PROXY
 
            PROXY FOR ANNUAL MEETING OF SHAREHOLDERS -- MAY 5, 1998
          THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS
   [MG&E LOGO]
 
   The undersigned Common Stock shareholder of MADISON GAS AND ELECTRIC
   COMPANY hereby appoints DAVID C. MEBANE and FRANK C. VONDRASEK, or either
   of them, as proxies with power of substitution, 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 in the Exhibition Hall at the
   Dane County Exposition Center, 1919 Expo Way, Madison, Wisconsin, on
   Tuesday, May 5, 1998, at 11:00 a.m., local time, and at all adjournments
   thereof.
 
   Shares represented by all properly executed proxies will be voted in
   accordance with instructions appearing on the proxy. IN THE ABSENCE OF
   SPECIFIC INSTRUCTIONS, PROXIES WILL BE VOTED IN ACCORDANCE WITH THE
   RECOMMENDATIONS OF THE BOARD OF DIRECTORS, AND IN THE DISCRETION OF THE
   PROXY HOLDERS AS TO ANY OTHER MATTERS THAT MAY PROPERLY COME BEFORE THE
   ANNUAL MEETING.
 
   PLEASE SIGN EXACTLY AS NAME(S) APPEAR ON THIS PROXY, AND DATE THIS PROXY.
   IF JOINT ACCOUNT, EACH JOINT OWNER SHOULD SIGN. IF SIGNING FOR A
   CORPORATION OR PARTNERSHIP OR AS AGENT, ATTORNEY, OR FIDUCIARY, INDICATE
   THE CAPACITY IN WHICH YOU ARE SIGNING.