Originally Posted by
Totoro Man
Stan Lee is more famous, so most people will simply pick him. it's easier to answer a simple question "who is more famous" than it is to answer a more complex one "who was a bigger influence in shaping the world of modern comics as we know it?"
it's easy to pick Stan. Stan worked relentlessly to make himself a household name and attached his name to a LOT of stories. (whether he wrote them or not)
honestly, I couldn't pick between the two. I don't think Schwartz' influence on Batman and Superman should be underestimated. Schwartz also edited the work of a LOT of important writers. the "multi-verse", as we now commonly think of it, can be attributed to the influence of Schwartz. I wanted to answer "Stan Lee, of course". but when I actually started thinking about all the comics that Schwartz had an influence over it was more difficult to decide.
by the time Lee was really starting to come into his own Schwartz was already one the most influential people in DC comics. Stan Lee also gets credit for any title he put his name on. some of the most interesting and startling ideas from Marvel could be given to Ditko and Kirby as much as Stan Lee.
for me it's like comparing Dwight Eisenhower to Aleksandr Vasilevsky. obviously the first guy is more famous in America and Europe-- but the second guy is no less important to the outcome of World War 2. actually, I think you could reasonably argue that Vasilevsky was more important to the outcome of WW2: his influence on events started earlier and he's connected to a larger number of decisive battles in Eastern Europe and Asia-- which had much larger long-term consequences.
I'm sure that somebody else will have something better to say later and correct me on any mistakes.