The Next-Generation of Shareholder Communication: Interview with Nasdaq's Mike Piispanen

Henry Truc |

As we covered last week here on Equities.com, Nasdaq's acquisition of Marketwired was big news on the future of the corporate news distribution landscape. There are more channels for companies to communicate information than ever before, both through traditional and increasingly through digital platforms, and Nasdaq's move to enhance its Corporate Solutions offerings with more breadth and depth effectively positions the exchange to take advantage of where the market is going.

We had the opportunity to speak with Mike Piispanen, Head of PR solutions at Nasdaq, to learn more about why Marketwired made the most sense, where he thinks digital corporate communication is heading, and why Nasdaq has its eyes on Canada.

EQ: How does the acquisition of Marketwired help Nasdaq to expand its position as a leader in the evolving media landscape and stay ahead of how companies and investors communicate material news and information?

Piispanen: First it will give us a much larger client platform from which we can bring our full suite of Corporate Solutions capabilities to market on, in both the US and Canada. Second, this combination brings together the two players in the market that have invested the most in upgrading their core technology platforms in the last three years. Our combined client base will benefit from the combined knowledge base of two market disruptors. Lastly, both companies have also been making significant investments in their respective distribution partner networks. Companies need to have multi-channel strategies to reach not only the traditional print outlets, they have to be able to funnel information to key market and sector influencers. Both companies have taken a non-traditional approach and now the combination of these two networks, with special consideration for the depth of Canadian distribution, will make the combined business a must have solution.

EQ: How do you see this landscape evolving based on the shifts we've seen in recent years?



Piispanen: To my earlier point, I really feel that clients still feel that the traditional practices matter, but they are realizing that there can be significant value to a provider that can help guide them along a shifting landscape. There is clearly a generational shift, partly driven by technology and devices, that has changed how consumers, investors and individuals consume information. Our combined experience and the breadth of our client base will give us a unique test bed to capture those shifting habits and insure that we can continue to build the discreet channels into an easy to use workflow.

EQ: Can you talk about Nasdaq’s expansion into Canadian services and how this helps the effort?

Piispanen: It’s clear that we have made some large investments in Canada both with this acquisition and our acquisition in late-2015 of Chi-X. What this translates to is our desire to extend our brand in North America. This particular investment pairs nicely with Chi-X when you consider now our ability to work with a small company as it grows and considers the public markets. We can establish ourselves as a trusted partner early on in a company’s life cycle and advise and guide them through their growth with our Corporate Solutions suite of offerings. We were very excited about the mix of public and private companies that Marketwired serves in both the US and Canada and how that would fit into our overall strategic portfolio.

EQ: What are some of the growth directions and goals for Nasdaq’s Corporate Solutions?

Piispanen: We are a very material part of Nasdaq’s overall strategy of diversifying and growing our revenues. We are also now coming off of significant technology investments that our clients will benefit from so we are very focused on leveraging those assets and focusing on delivering the returns that our investors have come to expect. The expanded client base that Marketwired brings coupled with the outstanding capabilities that they have built around social media analytics will allow us to accelerate what would have otherwise been an organic effort. We will be able to deliver those capabilities to our global client base and deepen the relationships we have with our 10,000+ global clients.

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