To: Snowshoe who wrote (6322 ) 9/16/1999 1:17:00 AM From: Snowshoe Read Replies (2) | Respond to of 10309
James J. Cramer on investor relations...Editor's note: James J. Cramer gave a keynote address earlier today at the Investor Relations Online Conference in New York, outlining his view of the unfolding investor revolution. Part 1: thestreet.com Excerpt: Night trading, once it is organized and sanctioned under the Nasdaq and the Big Board, like night baseball or football, will transform that immediately and entirely. In fact, just last night was the first real preview of trading at home in Oracle (ORCL:Nasdaq) -- and it was huge! Suddenly people who have never had a chance to watch the tape or follow the ups and downs of the market will be mesmerized by it. They will regard at as a form of amusement and a way to make money after they are done with their unexciting, fixed-pay, day job. They will flock to the market in ways none of us would believe. They will become your most important shareholders. What will this mean for you? Part 2: thestreet.com Excerpt: For starters, you are going to have to have a constantly updating Web site that will give people a chance to talk about your stock. It will have to be monitored by you, the investor relations department. It will be how you will communicate with this vast new constituency. You will also have to staff an IR night person who can handle inquiries that the Web site doesn't cover. You will be in charge of making sure that your stock fits into this new pastime in a way that is attractive and interesting to the home viewer. These players will demand a level of service that institutions would never feel like they have a right to ask for. You are going to have to set up chats with executives at night for them to answer questions. You are going to have to have programs that tell you the players and the products written in plain English. You are going to have to sell your company online the way your company sells its products offline. You will have to insist that when you speak at an investment conference, there will be streaming media for those who cannot attend, along with a replay at night for those who get home and want to find out what their companies are up to. You will have to have road shows for individuals on the Net at night to apprise people of what you are about. You will have to do these things because business will become America's nighttime passion, and if you don't, you won't be getting the story out to who may end up being your biggest shareholders. In this amazing new world, you will have to show an unprecedented window into your company. You will have to make people available to individuals in the way that right now only happens once a year at the annual meeting. It is possible that every night will be like a mini-annual meeting for those who come to your Web site. You will have to have fact books and yearbooks and programs on the Web. And, most important, because of the disintermediation of the brokerage industry, you will have to provide the impetus for people to buy your stock. The current mechanism -- analyst recommends, sales force disposes -- simply will be one piece of the puzzle and probably not the driving piece any longer. In fact, when all of this new world takes hold, you will probably be responsible for making a two-way market in your stock yourselves. You will have to have a corporate buyback at all times to backstop any bizarre selling. And you will have to make your stock interesting to the investing public by having announcements released specifically during this period. Television and the Net will cover this world like you wouldn't believe. Three years ago, I went to ABC with a proposal for a "Wide World of Money," which would feature CEOs and money managers in prime time. They laughed at me, except, by the way, Roone Arledge, who was soon retired despite his clairvoyance and history. Oh, that's OK. I get laughed at a lot. I like to think it is because I am a funny guy! But I know that in two years I will be in demand to be the color man to the network anchor of this show, which will be run by TheStreet.com because we get this vision. The Street.com, by that point, will also have its own "3600 Seconds," a magazine show dedicated to muckraking the world of business. And it will be every bit as popular as the plethora of newsmagazines is now. There will be shows highlighting the best charts and the greatest CEOs and the best stocks to be in. And you will be responsible for getting your companies featured correctly and prominently in this nighttime programming because it will be a hundred times more important than any analyst recommendation paid for via the underwriting circuit/circus. Who knows, maybe we will have trading cards for the Chamberses and the Ballmers. I wouldn't rule it out. These guys will be heroes to people the way Sosa and McGuire can only dream of being. After all, how much money have those two made for you?