"For the second day in a row, demand for electricity across The Southern Company`s service area has set a new record high," Southern Company Chairman, President, and Chief Executive Officer A.W. Dahlberg said today.

Peak demand for electricity averaged approximately 27,932,000 kilowatts at between 3 and 4 p.m. EDT on Wednesday, July 12, inching past the record set Tuesday, July 11, by about 241,000 kilowatts.

The Southern Company (NYSE: SO) is the parent firm of five electric utilities: Alabama Power, Georgia Power, Gulf Power, Mississippi Power, and Savannah Electric. Together, these companies supply energy to some 11 million people across the Southeast.

The Southern Company`s peak demand includes electricity used by retail and wholesale customers in the company`s service area, with the exception of energy produced by Oglethorpe Power Corp. in Georgia.