Self-Regulatory Organizations; New York Stock Exchange, Inc.: Order Approving Proposed Rule Change and Notice of Filing and Order Granting Accelerated Approval to Amendment No. 1 to Proposed Rule Change Relating to the Reimbursement of Member Organizations for Costs Incurred in the Transmission of Proxy and Other Shareholder Communication Material

Federal RegisterMar 24, 1999

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SECURITIES AND EXCHANGE COMMISSION

[Release No. 34-41177; File No. SR-NYSE-98-05]

Self-Regulatory Organizations; New York Stock Exchange, Inc.:

Order Approving Proposed Rule Change and Notice of Filing and Order

Granting Accelerated Approval to Amendment No. 1 to Proposed Rule

Change Relating to the Reimbursement of Member Organizations for Costs

Incurred in the Transmission of Proxy and Other Shareholder

Communication Material

March 16, 1999.

I. Introduction

On February 6, 1998, the New York Stock Exchange, Inc.

(``Exchange'' or ``NYSE'') submitted to the Securities and Exchange

Commission (``Commission''), pursuant to Section 19(b)(1) of the

Securities Exchange Act of 1934 (``Act'')\1\ and Rule 19b-4

thereunder,\2\ a proposed rule change to extend through June 30, 2001,

the effectiveness of the pilot fees (``Pilot Fee Structure'') set forth

in Exchange Rule 451, ``Transmission of Proxy Material,'' and Exchange

Rule 465, ``Transmission of Interim Reports and Other Material''

(collectively the ``Rules'').\3\ The Rules establish guidelines for the

reimbursement of expenses by NYSE issuers to NYSE member organizations

for the processing and delivery of proxy materials and other issuer

communications to security holders whose securities are held in street

name.\4\ The proposed rule change also

[[Page 14295]]

sought to revise the Rules to allow NYSE member firms to reduce

mailings to beneficial owners through the ``householding'' of

materials, provided that implied consent (i.e., beneficial owner does

not object after receiving 60 days written notice of the proposed

householding) is obtained from the beneficial owners.\5\ This portion

of the proposal has been withdrawn by the Exchange.\6\

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\1\ 15 U.S.C. 78s(b)(1).

\2\ 17 CFR 240.19b-4.

\3\ The ``Pilot Fee Structure'' originally was approved by the

Commission on March 14, 1997. See Securities Exchange Act Release

No. 38406 (Mar. 14, 1997), 62 FR 13922 (Mar. 24, 1997) (``Original

Pilot Approval Order''). The Pilot Fee Structure subsequently was

extended several times and modified once. See infra notes 14 and 15.

The Exchange amended its proposed rule change to extend the Pilot

Fee Structure through August 31, 1999, rather than June 30, 2001, as

originally proposed. See infra note 8.

\4\ The ownership of shares in street name means that a

shareholder, or ``beneficial owner,'' has purchased shares through a

broker-dealer or bank, also known as a ``nominee.'' In contrast to

direct ownership, where the shares are directly registered in the

name of the shareholder, shares held in street name are registered

in the name of the nominee, or in the nominee name of a depository

such as the Depository Trust Company. Research provided by the

Exchange indicates that approximately 70 to 80 percent of all

outstanding shares are held in street name and that the shares held

in street name are dispersed among approximately 800 nominees.

\5\ ``Householding'' is used to eliminate multiple mailings of

proxy and other materials to beneficial owners residing at the same

address. For example, if a husband and wife living together both

separately own shares in the same NYSE issuer, householding could be

used to reduce from two to one the number of proxy packages sent to

the married couple.

\6\ See infra note 8.

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The proposed rule change was published for comment in the Federal

Register on March 26, 1998.\7\ The Commission received 47 comment

letters on the proposal. On March 9, 1999, the Exchange filed with the

Commission Amendment No. 1 to the proposed rule change.\8\ This order

approves, through August 31, 1999, the proposed rule change, as

amended, and Amendment No. 1 on an accelerated basis.

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\7\ Securities Exchange Act Release No. 39774 (Mar. 19, 1998),

63 FR 14745 (Mar. 26, 1998).

\8\ See Letter from James E. Buck, Senior Vice President and

Secretary, Exchange, to Sharon Lawson, Senior Special Counsel,

Division of Market Regulation, Commission, dated March 8, 1999

(``Amendment No. 1''). Amendment No. 1 to the proposed rule change

proposes two revisions: (1) modifying the proposed term of the Pilot

Fee Stucture from June 30, 2001, to August 31, 1999; and (2)

withdrawing the householding through implied consent provision.

Amendment No. 1 also clarifies that the proposed rule change, as

revised by Amendment No. 1, proposes to extend through August 31,

1999, the Pilot Fee Structure, as amended by the companion filing

(see infra note 14 and related text for a description of the

companion filing).

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II. Background

NYSE member organizations that hold securities for beneficial

owners in street name solicit proxies from, and deliver proxy and

issuer communication materials to, beneficial owners on behalf of

owners of NYSE-listed company shares. For this service, NYSE issuers

reimburse NYSE member organizations for reasonable out-of-pocket,

clerical, postage, and other expenses incurred in performing such

activities. The Rules provide specific fee guidelines for the

reimbursement of these expenses.

Over the last thirty years, NYSE member firms increasingly have

outsourced their proxy delivery obligations to proxy distribution

intermediaries. The primary reason underlying this shift is that member

firms believe proxy distribution is not a core broker-dealer business

and that capital is better used elsewhere. By the early 1990's, two

proxy distribution firms distributed most of the proxies to street name

accounts on behalf of NYSE member firms: Automatic Data Processing

(``ADP'') \9\ and the Independent Election Corporation of America

(``IECA''). In February 1992, ADP acquired IECA and became the dominant

proxy distribution intermediary. By 1993, ADP reportedly distributed

seventy percent of all proxies sent to beneficial owners holding shares

in street name. Because three of the four remaining major self-

distributing broker-dealers recently contracted with ADP to discharge

their proxy delivery and voting obligations,\10\ that figure now stands

close to one hundred percent.\11\

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\9\ The name of the actual business unit that serves as a proxy

distribution intermediary is ADP Beneficial Shareowner Communication

(``ADP BCS''). ADP BCS is a service line of ADP Investor

Communication Services, a division of ADP Financial Information

Services, Inc., which in turn is an indirect wholly owned subsidiary

of Automatic Data Processing, Inc. For clarity and ease of

reference, the acronym ``ADP'' will be used in place of ``ADP BCS.''

\10\ As recently as the 1997 proxy season, four major broker-

dealers directly distributed proxy materials to their customers

holding shares in street name: Merrill Lynch, Paine Webber,

Prudential Securities, and the Dean Witter arm of Morgan Stanley

Dean Witter. Currently, only Dean Witter directly distributes proxy

materials to street name accounts.

\11\ For a more detailed description of the background and

history of the proxy distribution industry, proxy fees, as well as

the events leading to the Exchange's proposal to revise the Rules,

see Original Pilot Approval Order supra note 3.

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III. Description of the Proposal

A. The Pilot Fee Structure

On March 14, 1997, the Commission approved an Exchange proposal

that significantly revised the reimbursement guidelines set forth in

the Rules and established the Pilot Fee Structure.\12\ The Pilot Fee

Structure was designed to address many of the functional and

technological changes that had occurred in the proxy distribution

process since the Rules were last revised in 1986. Although the Pilot

Fee Structure reduced certain fees, it also raised one fee, and in some

instances created new fees. The Pilot Fee Structure initially was set

to expire on May 13, 1998.

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\12\ See Original Pilot Approval Order supra note 3. Under the

Pilot Fee Structure, NYSE member organizations also are entitled to

receive reimbursement for: (i) actual postage costs (including

return postage at the lowest available rate); (ii) the actual cost

of envelopes (provided they are not furnished by the person

soliciting proxies); and (iii) any actual communication expenses

(excluding overhead) incurred in receiving voting returns either

telephonically or electronically. Prior to the Pilot Fee Structure,

NYSE member firms were entitled to reimbursement for ``all out-of-

pocket expenses, including reasonable clerical expenses, incurred in

connection with proxy solicitations pursuant to Rule 451 and in

mailing interim reports or other material pursuant to Rule 465.''

See Exchange Rule 451, Supplementary Material .90, ``Schedule of

Approved Charges by Member Organizations in Connection with Proxy

Solicitations'' and Exchange Rule 465, Supplementary Material .20,

``Mailing Charges by Member Organizations.''

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Under the fee structure in effect prior to March 14, 1997, NYSE

member firms were permitted to charge NYSE issuers a basic processing

fee of $0.60-$0.70 for each proxy package (i.e., proxy statement, form

of proxy, and annual report) delivered to a beneficial owner.\13\ The

Pilot Fee Structure reduced this fee to $0.55 per proxy package. In the

subsequent companion filing to this proposed rule change, the Exchange

amended the Pilot Fee Structure to further reduce the basic proxy

processing fee to $0.50.\14\ The companion filing also extended the

effectiveness of the Pilot Fee Structure from May 13, 1998, through

July 31, 1998. Three additional Exchange rule filings extended the

effectiveness of the Pilot Fee Structure, as amended by the companion

filing, to March 15, 1999.\15\

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\13\ The $0.60 fee applied to proxy packages for meetings that

did not include a proposal that required beneficial owner

instructions; the $0.70 fee applied to proxy packages for meetings

that included a proposal that required beneficial owner instructions

(e.g., proxy fights).

\14\ See Securities Exchange Act Release No. 39672 (Feb. 17,

1998), 63 FR 9034 (Feb. 23, 1998).

\15\ See Securities Exchange Act Release Nos. 40289 (July 31,

1998), 63 FR 42652 (Aug. 10, 1998) (extended the Pilot Fee Structure

from July 31, 1998, through October 31, 1998); 40621 (Oct. 30,

1998), 63 FR 60036 (Nov. 6, 1998) (extended the Pilot Fee Structure

from October 31, 1998, through February 12, 1999); and 41044 (Feb.

11, 1999), 64 FR 8422 (Feb. 19, 1999) (extended the Pilot Fee

Structure from February 12, 1999, through March 15, 1999).

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The Pilot Fee Structure also reduced from $0.20 to $0.15 the fee

for annual reports that are mailed separately from the proxy materials

pursuant to the instruction of the person soliciting proxies. The Pilot

Fee Structure likewise reduced from $0.20 to $0.15 the fee for interim

reports, annual reports if mailed separately, post meeting reports, or

other material. The historic fee structure's $0.60 fee for mailing

follow-up proxy materials only to beneficial owners who had not voted

was eliminated; however, the fee for mailing follow-up proxy materials

to all beneficial owners remained $0.40. The fee for proxy fights

(i.e., an opposition proxy statement has been furnished to security

holders) was raised under the

[[Page 14296]]

Pilot Fee Structure from $0.70 to $1.00 for each set of proxy materials

mailed.

The Pilot Fee Structure implemented two new fees. First, a paper

elimination incentive fee of $0.50 was instituted for each proxy

package ($0.10 for each interim report) not mailed because of either

householding or electronic delivery. The paper elimination fee was

intended to serve as an incentive to use technologies, such as

electronic mail, to reduce the number of paper mailings sent to

beneficial owners. The paper elimination incentive fee could be

assessed in addition to the basic processing fee. Second, the Pilot Fee

Structure implemented a nominee coordination fee of $20 per nominee

(i.e., each NYSE issuer must pay $20 for each nominee holding its

shares in street name). The nominee coordination fee was designed to

compensate a proxy distribution intermediary for coordinating a series

of functions across multiple nominees. The functions included are:

consolidation of search responses, delivery of materials to nominees,

use of bulk mail, and tabulation and dissemination of preliminary

voting information.\16\

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\16\ See Original Pilot Approval Order supra note 3 for a more

detailed discussion of the nominee coordination fee, the

coordination services encompassed in that fee, and the supporting

rationale provided by the Exchange.

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Finally, the Pilot Fee Structure permitted the householding of

proxy and other materials to beneficial owners provided that actual

written consent was obtained from the beneficial owner to whom the

materials are not sent.\17\ This provision allows member firms to

household annual reports, interim reports, proxy statements, and other

material.\18\

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\17\ See Exchange Rule 451, Supplementary Material .95, ``

`Householding' of Reports'' and Exchange Rule 465, Supplementary

Material .25, `` `Householding' of Reports.'' For a description of

householding, see supra note 5.

\18\ But see 17 CFR 240.14a-3(e) and 17 CFR 240.14c-7(a).

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B. The Proposal and Amendment No. 1

In its original form, the Exchange's proposed rule change sought to

extend the effectiveness of the Pilot Fee Structure through June 30,

2001. In Amendment No. 1, the Exchange requested that the Pilot Fee

Structure end on August 31, 1999. The original version of the proposal

also sought to permit the householding of proxy materials and other

issuer communications through implied consent. Specifically, the

Exchange had sought to permit householding if a beneficial owner did

not object after receiving 60 days written notice of the proposed

householding. Amendment No. 1 withdrew the householding through implied

consent provision from the Exchange's proposal.

IV. Summary of Comments

The Commission received 47 comment letters regarding the Exchange's

proposed rule change.\19\ A substantial majority of the commenters, 41

of the 47, supported the proposal. Four commenters did not support the

proposal,\20\ and one commenter

[[Page 14297]]

specifically objected to the nominee coordination fee.\21\ One

additional commenter, who was retained by ADP to provide an economic

analysis of proxy processing, submitted a comment letter that examined

price trends, market share, natural monopoly status, predatory pricing,

regulatory best practices, and peak-load pricing.\22\

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\19\ All of the comment letters are part of File No. SR-NYSE-98-

05, which is available for public review and inspection in the

Commission's Public Reference Section. The comment letters were

submitted by twenty-six issuers, nine broker-dealers, six trade

associations, two institutional investors, one bank, one potential

proxy service provider, one economic analysis company retained by

ADP (Analysis Group/Economics), and the ADP Steering Committee. The

comment letters are listed below in the order they were received by

the Commission's Office of the Secretary. See Letters from: Timothy

E. Hall, Corporate Controller, Flexsteel Industries, Inc., dated

February 24, 1998 (``Flexsteel Letter''); Judy Foshay, Director,

Shareholder Services, Cirrus Logic, dated April 9, 1998 (``Cirrus

Letter''); Sari L. Macrie, Vice President, Investor Relations,

Ameritech, dated April 8, 1998 (``Ameritech Letter''); Janet M.

Turner, Vice President, Investor Relations, PLM International, Inc.,

dated April 14, 1998 (``PLM Letter''); Sophia G. Vergas, Assistant

Secretary, The Liberty Corporation, dated April 14, 1998 (``Liberty

Letter''); Anne C. Cumberledge, Manager, Investor Relations,

Meridian Industrial Trust, dated April 10, 1998 (``Meridian

Letter''); Rhoda Anderson, Director, Corporate Secretary's

Department, Lucent Technologies, and Chairperson, ADP Steering

Committee (on behalf of: Linda Selbach, Barclays Global Investors;

Janice Hester Amey, CALSTRS; Ray DiSanza, Charles Schwab & Co.;

Paula Gurley, Colorado Public Employees' Retirement Association;

Steven Berk, J.P. Morgan Services; Nancy Obringer, Mellon Bank;

Gordon Garney, Mobil Corporation; and Rafael Dieppa, Oppenheimer &

Co.), dated April 14, 1998 (``ADP Steering Committee Letter'');

Jerome J. Clair, Senior Vice President, Smith Barney Inc., dated

April 15, 1998 (``Smith Barney Letter''); Virgil L. Clubbs,

Associate Vice President, A.G. Edwards & Sons, Inc., dated April 15,

1998 (``A.G. Edwards Letter''); John E. Nolan, Senior Vice

President, Raymond James & Associates, Inc., dated April 15, 1998

(``Raymond James Letter''); Peter Quick, President, Quick & Reilly,

dated April 13, 1998 (``Quick & Reilly Letter''); John B. Meagher,

Consultant to Corn Products International, Inc., dated April 15,

1998 (``Corn Products Letter''); George Kim Johnson, General

Counsel, and Paula A. Gurley, Manager, Shareholder Responsibility

Division, Public Employees' Retirement Association of Colorado,

dated April 13, 1998 (``PERA Letter''); D. Stuart Bowers, Senior

Vice President, Legg Mason Wood Walker, Incorporated, dated April

15, 1998 (``Legg Mason Letter''); Roger P. Smith, Secretary, 3M,

dated April 16, 1998 (``3M Letter''); Janice Hester Amey, Corporate

Affairs Advisor, State of California State Teachers' Retirement

System, dated April 15, 1998 (``CALSTRS Letter''); Andrew D. Hendy,

Senior Vice President, General Counsel, and Secretary, Colgate-

Palmolive Company, dated April 15, 1998 (``Colgate-Palmolive

Letter''); John W. Hetherington, Vice President, Secretary, and

Assistant General Counsel, Westvaco, dated April 13, 1998

(``Westvaco Letter''); Robert M. Williams, Assistant Secretary,

Carolina Power and Light Company, dated April 15, 1998 (``CP&L

Letter''); Gordon G. Garney, Senior Assistant Secretary, Mobil

Corporation, dated April 16, 1998 (``Mobil Letter''); Stacy A.

Matseas, Manager, Stock Administration, QUALCOMM, Incorporated,

dated April 15, 1998 (``QUALCOMM Letter''); Gary Ball, Manager,

Investor Relations, Fluke Corporation, dated April 15, 1998 (``Fluke

Letter''); Sarah A.B. Teslik, Executive Director, Council of

Institutional Investors, dated April 20, 1998, with attached letter

to Brian Lane dated February 9, 1998 (``CII Letter''); Glynn E.

Williams, Jr., Vice President, Finance, Goodrich Petroleum

Corporation, dated April 15, 1998 (``Goodrich Letter''); Walter

Flicker, Secretary, ResMed Corp., dated April 16, 1998 (``ResMed

Letter''); Mike Tate, Controller, Galileo Technology, dated April

14, 1998 (``Galileo Letter''); David Kerner, Treasurer, Standard

Motor Products, Inc., dated April 13, 1998 (``Standard Motor

Letter''); Laurin L. Laderoute, Jr., Vice President, Assistant

General Counsel, and Secretary, Olsten Corporation, dated April 23,

1998 (``Olsten Letter''); Ron Miele, Vice President, Global

Operations, Goldman, Sachs & Co., dated April 20, 1998 (``Goldman

Letter''); Brian T. Borders, President, Association of Publicly

Traded Companies, dated April 24, 1998 (``APTC Letter''); Robert S.

Harkey, Senior Vice President, General Counsel, and Secretary, Delta

Air Lines, Inc., dated April 16, 1998 (``Delta Letter''); George M.

Holston, Assistant General Manager and Assistant Secretary, Texaco

Inc., dated April 14, 1998 (``Texaco Letter''); William A. Bowen,

Vice President, Finance, AAON, Inc., dated April 16, 1998 (``AAON

Letter''); Jennifer LaGrow, Director, Shareholder Services, The Walt

Disney Company, dated April 28, 1998 (``Disney Letter''); Donna

Murphy, Investor Relations Coordinator, UniSource Energy

Corporation, dated April 16, 1998, (``UniSource Letter''); Joan

DiBlasi, President, Corporate Transfer Agents Association, Inc.,

dated May 7, 1998 (``CTA Letter''); David W. Smith, President,

American Society of Corporate Secretaries, dated May 11, 1998

(``ASCS Letter''); Susan E. Shaw, Secretary, The Coca-Cola Company,

dated May 1, 1998 (``Coca-Cola Letter''); Thomas L. Montrone,

President, The Securities Transfer Association, Inc., dated May 18,

1998 (``STA Letter''); Lindsay Klombies, Reorganization Manager,

Norwest Bank, dated May 12, 1998 (``Norwest Letter''); Susan C.

Hafleigh, Assistant Treasurer, Oracle Corporation, dated May 14,

1998 (``Oracle Letter''); Anne O. Faulk, received June 15, 1998

(``Faulk Letter''); Robert Kaplan, Senior Vice President,

Administrative Group Office, Prudential Securities Incorporated,

dated June 22, 1998 (``Prudential Letter''); The Corporate Actions

Division, Inc., Securities Industry Association, dated July 7, 1998

(``SIA Letter''); Doug Harris, Incumbent Secretary, and Polk

Laffoon, Incoming Secretary, Knight Ridder, dated July 23, 1998

(``Knight Letter''); Stephen P. Norman, Secretary, American Express

Company, dated August 31, 1998 (``American Express Letter''); and

Robert Comment, Analysis Group/Economics, dated October 27, 1998

(``Analysis Group Letter'').

Commission staff also interviewed representatives from fourteen

proxy industry participants. See. Memorandums to File No. SR-NYSE-

98-05 regarding Commission staff meetings or conversations with:

First Chicago Trust Co., dated August 13, 1998; The Depository Trust

Company, dated August 11, 1998; Dean Witter Reynolds, Inc., dated

August 11, 1998; Georgeson & Company, Inc., dated August 11, 1998;

JP Morgan, Inc., dated August 11, 1998; Carl T. Hagberg &

Associates, dated August 11, 1998; Salomon Brothers, Inc./Smith

Barney, Inc., dated August 11, 1998; Bank of New York, dated August

11, 1998; Prudential Securities, dated August 11, 1998; Merrill

Lynch, Pierce, Fenner & Smith, Inc., dated August 11, 1998; CT

Corporation System, dated August 13, 1998; Investor Responsibility

Research Center, dated August 11, 1998; Corporate Investor

Communications, dated August 13, 1998; and Paine Webber, Inc., dated

August 11, 1998.

\20\ See CII Letter, CTA Letter, STA Letter, and Faulk Letter,

supra note 19. Several of these commenters believed that a lack of

competition in the proxy distribution industry has resulted in

higher than necessary proxy fees and that the regulatory structure

governing the delivery of proxy materials to street name

shareholders should be revised to promote more competition.

\21\ See Flexteel Letter supra note 19.

\22\ See Analysis Group Letter supra note 19.

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Thirty-six of the 41 commenters supporting the proposal believed an

extension of the Pilot Fee Structure through June 30, 2001, was

appropriate,\23\ while five of those commenters believed that another

review of the Pilot Fee Structure was necessary at the conclusion of

the extended pilot period.\24\ Several other commenters believed that a

shorter pilot period would be more appropriate.\25\ The commenter

retained by ADP asserted that ``the `ongoing pilot' approach to

regulating fees is an invitation to micro-management, and as such is

flatly inconsistent with regulatory best practices.'' \26\

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\23\ See Cirrus Letter, Ameritech Letter, PLM Letter, Liberty

Letter, Meridian Letter, ADP Steering Committee Letter, Smith Barney

Letter, A.G. Edwards Letter, Raymond James Letter, Quick & Reilly

Letter, Corn Products Letter, PERA Letter, Legg Mason Letter, 3M

Letter, CALSTRS Letter, Colgate-Palmolive Letter, Westvaco Letter,

CP&L Letter, QUALCOMM Letter, Fluke Letter, Goodrich Letter, ResMed

Letter, Galileo Letter, Standard Motor Letter, Olsten Letter,

Goldman Letter, APTC Letter, Delta Letter, Texaco Letter, AAON

Letter, UniSource Letter, ASCS Letter, Norwest Letter, Oracle

Letter, SIA Letter, and American Express Letter, supra note 19.

\24\ See Cirrus Letter, PLM Letter, CP&L Letter, Fluke Letter,

and Standard Motor Letter, supra note 19.

\25\ The commenter who did not support extension of the Pilot

Fee Structure through June 30, 2001, generally did, however, support

extending the pilot for a shorter period of either one or two years.

See Mobil Letter (one or two years), CII Letter (until July 31,

1999). CTA Letter (no more than two years), supra Note 19.

\26\ See Analysis Group Letter, supra note 19.

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In the published notice of the proposed rule change, the Commission

solicited comment on the itemized fees prescribed under the Pilot Fee

Structure. In particular, the Commission sought comment on the nominee

coordination fee and its impact on issuers, the paper elimination

incentive fee, certain fees relating to electronic (e.g., Internet)

voting and delivery of proxy materials, as well as the length of the

proposed extension.\27\

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\27\ The Commission sought comment on these questions in

connection with its independent determination whether the Pilot Fee

Structure: (1) provides for the equitable allocation of reasonable

fees among NYSE-listed companies and NYSE member firms; (2) conforms

with Sections 6(b)(5) and 6(b)(8) of the Act by not unfairly

discriminating among issuers and imposing a burden on competition

that is not necessary under the Act; and (3) imposes fees that are

``reasonable'' within the meaning of Rules 14a-13, 14b-1, and 14b-2

under Sections 14(a) and 14(b) of the Act (Rules 14a-13, 14b-1, and

14b-2 Act collectively provide that nominees are entitled to

reimbursement for the ``reasonable expenses'' incurred in the

delivery of proxy materials to beneficial owners.).

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Most commenters did not discuss the itemized fees that ADP charges

issuers for electronic proxy delivery and voting services, although 20

commenters stated that they expect that technological developments in

electronic delivery and voting will eventually result in cost savings

to issuers and therefore should warrant a reevaluation of the

appropriate level of the fees in the future.\28\ Several commenters

specifically stated that the reimbursement fee assessed in connection

with electronic voting was appropriate.\29\ In contrast, one commenter

believed that the basic proxy processing fee for electronic delivery

was not appropriate and stated that, according to ADP, ``votes returned

by mail cost companies $0.34 per return while Internet votes cost $0.03

per return,'' thus suggesting that ``proxy materials delivered by

Internet should cost intermediaries substantially less than materials

delivered by mail.'' \30\

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\28\ See Cirrus Letter, PLM Letter, Liberty Letter, ADP Steering

Committee Letter, Corn Products Letter, 3M Letter, CP&L Letter,

QUALCOMM Letter, Fluke Letter, Goodrich Letter, ResMed Letter,

Galileo Letter, Standard Motor Letter, Olsten Letter, Goldman

Letter, Texaco Letter, AAON Letter, Disney Letter, UniSource Letter,

ASCS Letter, and Oracle Letter, supra note 19. One commenter

questioned the need for the nominee coordination fee and the paper

elimination incentive fee at a time when technology is increasingly

being used by issuers and shareholders. See Faulk Letter supra note

19.

\29\ See Ameritech Letter, ADP Steering Committee Letter, Smith

Barney Letter (stating that the basic proxy processing fee

``represents the multiple steps required in the preparation of the

forthcoming proxy record date, the identification of the clients on

record date and the vote tabulation. These processes are required

regardless whether the distribution is by mail or the Internet.''),

A.G. Edwards Letter, Legg Mason Letter, and SIA Letter, supra note

19.

\30\ See CII letter, supra note 19. Separately, several

commenters believed that the processing fee relating to the mailing

of materials in paper form was appropriate. See A.G. Edwards Letter,

Raymond James Letter, CP&L Letter, QUALCOMM Letter, ResMed Letter,

Goldman Letter, Delta Letter, Texaco Letter, and Oracle Letter,

supra note 19.

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Although the majority of commenters were silent regarding the

appropriateness of the paper elimination incentive fee, 14 commenters

believed the incentive fee was appropriate.\31\ One commenter noted

that although it ``seems reasonable to continue some incentive

appropriate to encourage ongoing efforts to make the substantial

improvements yet possible,'' a reduction in the paper elimination

incentive fee should be possible now that ADP is offering a system

approach to electronic processing.\32\ One commenter believed that the

incentive fee was inappropriate and stated that the fee was too high in

relation to the basic processing fee and the cost savings realized by

issuers that household or electronically distribute proxy

materials.\33\

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\31\ One commenter noted that ``[o]nce an automated system is

put in place, it must be maintained, at the same time ADP must

continue to operate and maintain its normal mailing/vote recording

process and integrate both for the process to work.'' See Prudential

Letter, supra note 19. See also, Cirrus Letter, ADP Steering

Committee Letter, Smith Barney Letter, A.G. Edwards Letter, Raymond

James Letter, 3M Letter, CP&L Letter, QUALCOMM Letter, Galileo

Letter, Standard Motor Letter, Oracle Letter, SIA Letter, and

American Express Letter, supra note 19.

\32\ See 3M Letter, supra note 19.

\33\ See CII Letter, supra note 19.

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Most commenters did not specifically mention the nominee

coordination fee. One commenter, however, complained that although its

costs for proxy distribution increased significantly over the previous

year (104%) because of the nominee coordination fee, the services

provided by the proxy distribution intermediary did not change from the

previous year.\34\ This commenter concluded that the nominee

coordination fee ``appears to be unreasonable.'' Four commenters, none

of whom are small issuers, believed that small issuers with a diffuse

shareholder base should realize the same benefits from the nominee

coordination fee as large issuers whose securities are widely owned but

more concentrated in the accounts of nominees.\35\ Four other

commenters, who considered themselves small issuers, did not

specifically address the nominee coordination fee issue but stated that

they benefit from the application of

[[Page 14298]]

technology by ADP.\36\ Finally, one commenter expressed concern that

there was no provision for phasing out the nominee coordination fee

once the technology was in place for which it was established.\37\

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\34\ Flexsteel industries (``Flexsteel''), a small issuer listed

on the Nasdaq Stock Market, believed that its 1997 proxy costs

greatly increased because of the nominee coordination fee but that

the higher fee did not reflect any change in service. Flexsteel

noted that it had ``1,920 and 1,646 shareholders of common stock at

June 30, 1997 and 1996 respectively.'' Flexsteel's proxy

distribution costs, however, ``increased from $2,168.94 in 1996 to

$4,433.16 in 1997.'' This difference was primarily attributable to

the nominee coordination fee of $2,200 charged to Flexsteel. See

Flexsteel Letter, supra note 19.

\35\ One commenter noted that ``[a]s a relatively large

issuer,'' it could not ``address this question. However, savings in

the initiatives for electronic processing should exist for everyone,

the relativity of benefits amongst issuers seeming a secondary

matter.'' See 3M Letter, supra note 19. See also, QUALCOMM Letter,

Goldman Letter, and Oracle Letter, supra note 19.

\36\ See PLM Letter, Quick & Reilly Letter, Goodrich Letter, and

Galileo Letter, supra note 19.

\37\ See CTA Letter supra note 19. In addition, this commenter

stated that concrete guidelines need to be developed to justify the

continuation of the nominee coordination fee.

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Without commenting on the impact that the nominee coordination fee

has on small issuers, four commenters specifically supported the

nominee coordination fee.\38\ Two other commenters believed that the

nominee coordination fee currently appears reasonable, but that the

Commission should monitor the appropriateness of the fee in the

future.\39\ In addition, three commenters suggested that because fees

are ``shared'' between ADP and some broker-dealers, the fees could be

reduced.\40\ Specifically, one commenter questioned whether revenue

sharing or a rebate system creates the need for extra revenue through

additional fees, such as the nominee coordination fee. The commenter

stated that ``[c]learly[,] if rebates are being given, then there is

still room in the system to reduce the fees to issuers. Reasonable

expense for reimbursement by issuers should not include money to

subsidize any revenue sharing or a rebate system since that only serves

to cement the intermediary's relationship with their clients which

reduces competition.'' \41\

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\38\ See A. G. Edwards Letter, Raymond James Letter, ResMed

Letter, and Delta Letter, supra note 19.

\39\ See CP&L Letter and Knight Letter, supra note 19.

\40\ See CII Letter, Mobil Letter, and STA Letter, supra note

19. The commenter retained by ADP noted, however, that ADP's single

billing service, in which ADP bills issuers on a consolidated basis

on behalf of all nominees, necessitated an ancillary system of

sharing revenue with nominees in order to reimburse them for the in-

house costs they still incur after subcontracting to ADP. ``Single

billing [, however,] has the unintended consequence of placing

squarely on ADP the locus of concern over whether nominees are

compensated fairly for their in-house costs.'' See Analysis Group

Letter, supra note 19.

\41\ See Mobil Letter, supra note 19.

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Finally, several commenters indicated their support for the

Exchange's implied consent householding proposal.\42\ Three commenters

suggested that the regulatory framework currently governing the

delivery of proxy materials to beneficial owners should be revised to

permit greater competition.\43\ In addition, one commenter suggested

that the Pilot Fee Structure should be revised to increase the economic

rationality of the fee structure and to better reflect marginal

costs.\44\

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\42\ See Smith Barney Letter, Raymond James Letter, Corn

Products Letter, Legg Mason Letter, 3M Letter, Mobil Letter, Olsten

Letter, APTC Letter, Texaco Letter, CTA Letter, ASCS Letter, Coca-

Cola Letter, and SIA Letter, supra note 19.

\43\ See CTA Letter, STA Letter, and Faulk Letter, supra note

19. One of these commenters observed that under the current

regulatory framework, ``issuers are precluded from selecting other

agents for the distribution of annual meeting materials and

tabulation of proxies for NOBOs [non-objecting beneficial owners].''

See STA Letter, Supra note 19. A potential competitor to ADP

believed that competition in the delivery of corporate communication

materials to beneficial owners should be encouraged. Specifically,

``ownership data for NOBOs should be made available to any

participant in the shareholder distribution business. Additionally,

ownership information on OBOs [objecting beneficial owners] should

also be available to any entity who can assure the objecting owner

of a firewall between it and the corporate issuer.'' See Faulk

Letter, supra note 19.

\44\ Specifically, the commenter retained by ADP believed that

the current system of uniform pricing ignores the fact that costs

are higher due to the seasonality in annual meetings. This commenter

believed that a non-uniform, peak-load pricing schedule should be

introduced to charge peak users for the full cost of the extra

capacity needed to accommodate the peak load. See Analysis Group

Letter, supra note 19.

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V. Discussion

For the reasons discussed below, the Commission finds that the

proposal to extend the effectiveness of the Pilot Fee Structure is

consistent with the requirements of the Act and the rules and

regulations under the Act applicable to a national securities exchange,

and, in particular, with the requirements of Section 6(b).\45\ Section

6(b)(4) requires that exchange rules provide for the equitable

allocation of reasonable dues, fees, and other charges among its

members and issuers and other persons using the facilities of an

exchange.\46\ Section 6(b)(5) requires, among other things, that the

rules of an exchange promote just and equitable principles of trade and

that they are not designed to permit unfair discrimination between

issuers, brokers, or dealers.\47\ Section 6(b)(8) prohibits any

exchange rule from imposing any burden on competition that is not

necessary or appropriate in furtherance of the purposes of the Act.\48\

For the reasons discussed in more detail below, the Commission believes

the proposal to extend the Pilot Fee Structure through August 31, 1999,

meets the requirements of the Act.\49\

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\45\ 15 U.S.C. 78f(b).

\46\ 15 U.S.C. 78f(b)(4).

\47\ 15 U.S.C. 78f(b)(5).

\48\ 15 U.S.C. 78f(b)(8).

\49\ In approving this proposed rule change, the Commission has

considered the proposal's impact on efficiency, competition, and

capital formation. 15 U.S.C. 78c(f).

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The Commission, along with the Exchange, has carefully monitored

the Pilot Fee Structure since its adoption on March 14, 1997. The

Commission's Original Pilot Approval Order specifically stated that the

Commission's preliminary determination to approve the Pilot Fee

Structure would be reevaluated in light of the results of the pilot

period and the Exchange's independent audit report. Following

publication of the notice of the Exchange's proposed rule change in

March 1998, the Commission conducted a thorough review of the Pilot Fee

Structure and its impact on NYSE issuers and member firms. In

particular, the Commission staff interviewed numerous proxy industry

participants to gather information and views on the current proxy

system and the Pilot Fee Structure.\50\ These interviews provided the

staff with information concerning the mechanics of the proxy

distribution business and the role of nominees and proxy distribution

intermediaries. Based on this information, the Commission staff also

analyzed the economic impact of the Pilot Fee Structure on smaller,

non-NYSE issuers--a sample that was outside the scope of the Exchange's

audit reports.

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\50\ See supra Note 19 for a listing of the proxy industry

participants interviewed by the Commission staff.

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In addition, the Commission staff undertook an in-depth review of

the 1997 and 1998 Audit Reports that were prepared by an independent

accounting firm retained by the Exchange.\51\ The Audit Reports

examined the proxy distribution process for NYSE issuers and member

firms during the 1997 and 1998 proxy seasons. The 1997 Audit Report

analyzed the proxy operations of ADP and the four major broker-dealers

that distributed proxy materials directly during the 1997 proxy season:

Dean Witter, Merrill Lynch, Paine Webber, and Prudential Securities.

Because three of these broker-dealers contracted with ADP before the

1998 proxy season. Dean Witter was the sole major broker-dealer during

the 1998 proxy season that continued to distribute proxy materials

directly.\52\

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\51\ See New York Stock Exchange: Shareholder Communication and

Proxy Study, January 1998 (``1997 Audit Report''), and New York

Exchange: Shareholder Communication and Proxy Study, December 1998

(``1998 Audit Report''). Copies of both Audit Reports are publicly

available for review in File No. SR-NYSE-98-05 at the Commission's

Public Reference Section located at the address specified in Item VI

of this order.

\52\ Dean Witter elected not to participate in the survey

underlying the 1998 Audit Report.

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Finally, ADP provided the Commission with a comprehensive report

examining the proxy distribution business and ADP's role as an

intermediary. In addition to providing an overview of the proxy

distribution business and an evaluation of specific

[[Page 14299]]

aspects of the Pilot Fee Structure, the ADP report made recommendations

to improve the current system.

The Commission believes the reimbursement guidelines established

under the Pilot Fee Structure should be allowed to continue through

August 31, 1999.\53\ The Commission notes that the Pilot Fee Structure

provides an incentive to reduce paper mailings through householding and

electronic delivery. The Commission also recognizes that the nominee

coordination fee rewards intermediaries, such as ADP, for the

consolidation and simplification of numerous functions. Indeed, in

general, NYSE issuers and member firms appear to be satisfied with the

quality of service provided by ADP. This was further evidenced by the

support expressed in a majority of the comment letters regarding the

Exchange's proposal to extend the Pilot Fee Structure through June 30,

2001.

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\53\ The Commission notes that its determination applies only to

the reimbursement guidelines explicitly set forth in the Pilot Fee

Structure. The Commission is not making any findings on any terms or

practices that are part of privately negotiated contracts between

NYSE member firms and proxy distribution intermediaries such as ADP,

including multi-year exclusive-dealing and fee-sharing arrangements.

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However, based on the facts gathered and reviewed during the past

two years, including the 1997 and 1998 Audit Reports and the Commission

staff's independent analyses, the Commission believes the Pilot Fee

Structure could be further modified in the future to provide for a

fairer and more reasonable allocation of fees among NYSE issuers and

member firms. The experience with the Pilot Fee Structure during the

1997 and 1998 proxy seasons shows that it would be possible to devise a

fee structure that benefits more NYSE issuers and that results in lower

fees. The Commission has therefore requested that the Exchange promptly

and carefully review the Pilot Fee Structure and make changes where

necessary to develop an improved fee structure.\54\ The Commission has

communicated to the Exchange the Commission's desire to see a new fee

structure in place for the year 2000 proxy season. Accordingly, the

Exchange has agreed to file with the Commission a new fee structure

proposal in May 1999.

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\54\ The Commission staff also continues to gather information

regarding the current proxy season. Although the Exchange is not

required to prepare an Audit Report for the 1998 proxy season, the

Commission nonetheless expects to obtain certain basic information

from the Exchange and others regarding the results of the 1999 proxy

season.

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For several reasons, the Commission believes it is reasonable to

extend the Pilot Fee Structure through August 31, 1999, even though the

reimbursement guidelines will be further modified in the near future.

First, the 1999 proxy season is already underway. The Commission

believes that if Pilot Fee Structure were permitted to lapse in the

midst of the current proxy season, the resulting change in fee

structure (i.e., reversion to the fee structure in place before March

14, 1997) could be inequitable or confusing to NYSE issuers and member

firms.\55\ The extension through August 31, 1999, will ensure that one

pricing scheme will apply to all proxy distributions made to beneficial

owners of shares of NYSE issuers during the 1999 proxy season. Second,

the additional five month extension will provide the Exchange and the

Commission staff with the time necessary to review the Pilot Fee

Structure to determine the most equitable way to modify fees. Finally,

members of the public will have the opportunity to comment on any

proposed fee changes before they are implemented. This is particularly

important given that the Pilot Fee Structure generated a significant

number of comment letters from a variety of constituencies interested

in, and affected by, the fees.

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\55\ For example, consider two hypothetical NYSE issuers (A and

B) that are identical in all respects, including their shareholder

profiles. Issuer A distributed its proxy materials before the March

15, 1999, expiration, while Issuer B will do the same in April 1999.

If the Pilot Fee Structure were to lapse, these two issuers would

pay different proxy fees despite receiving identical proxy services.

In addition, some NYSE issuers may distribute proxy materials both

before and after the March 15, 1999, expiration date (e.g., proxy

statements mailed March 1, 1999, and remember proxies mailed March

29, 1999). In such a case, the issuers would be billed for services

during the same proxy season according to two different fee

schedules.

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Although the Commission believes it is currently appropriate for

the Exchange to specify rates of reimbursement for NYSE member firms

that distribute proxy materials to beneficial owners of NYSE issuers

during the 1999 proxy season, it remains concerned that competitive

market forces do not determine these rates. In the Original Pilot

Approval Order, the Commission encouraged the Exchange, issuers, and

broker-dealers to develop an approach that would foster competition in

the proxy distribution industry so that market forces would determine

``reasonable expenses'' within the meaning of the proxy and Exchange

rules. The Commission is concerned that the current lack of competition

in the proxy distribution industry may ultimately result in higher

costs for NYSE issuers and their shareholders.

In addition to encouraging market participants to explore ways to

increase competition, the Commission also suggested that the Exchange

and other self-regulatory organizations (``SROs'') investigate whether

reimbursement rates could be set by market forces, and whether market

forces would provide a more efficient, competitive, and fair process

than SRO standards. Because of further consolidation in the proxy

distribution industry (i.e., recent contractual arrangements between

ADP and Merrill Lynch, Paine Webber, and Prudential), the Exchange has

expressed doubts that ``competition will develop to the extent

necessary to relieve the Exchange of its role in establishing

reimbursement guidelines.''\56\ Although the Exchange indicated support

for increased competition, it also concluded that the proxy

communication process benefits from the economies of scale and

uniformity that is created when most mailings are coordinated through a

single entity. Furthermore, while other SROs are considering

alternatives, no SRO has yet formally proposed an alternative to the

present system.

---------------------------------------------------------------------------

\56\ See Securities Exchange Act Release No. 39774 (Mar. 19,

1998), 63 FR 14745 (Mar. 26, 1998).

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In general, the Commission believes that free market forces, rather

than governmental or quasi-governmental authorities, should determine

what fees are reasonable for the services provided, especially during

this age of rapid technological developments that facilitate the

electronic delivery of proxy materials. The Commission is concerned

that there are risks attendant to a single proxy distribution

intermediary controlling such a high percentage of shareholder material

distribution. Moreover, because of the operation of the Commission's

proxy rules, issuers cannot themselves distribute proxy materials to

street name shareholders or hire their own agents to do so, but instead

must reimburse broker-dealers for the reasonable expenses incurred in

distributing shareholder materials. Under these rules and industry

practice, issuers have no role in determining whether the broker-

dealers outsource their proxy distribution function, and if so, which

agents they choose. Thus, issuers are unable to bargain for rates

commensurate with their size or shareholder profile. Therefore, the

Commission in the future will consider ways to increase competition in

this area, including whether it would be appropriate to remove itself

and the SROs from the rate-setting process.

The Commission requests comment on ways to encourage competition in

the

[[Page 14300]]

distribution of proxy materials to beneficial owners.\57\ For example,

the Commission previously requested comment on whether a system for

voluntary direct delivery of proxy materials to non-objecting

beneficial owners by issuers or their agents is preferable to the

existing proxy distribution process by allowing issuers to

independently determine whether to rely on in-house operations or to

contract with outsiders to distribute their proxy materials to non-

objecting beneficial owners.\58\ Several transfer agents, proxy

solicitors, and others have expressed an interest in competing for this

type of business. Also, the Commission may consider whether it is

appropriate for a uniform fee schedule to take into account the fact

that small, non-NYSE issuers have experienced increases in proxy

distribution fees.

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\57\ See Item VI of this approval order for specific

instructions regarding the submission of comments on these issues.

\58\ See Securities Exchange Act Release No. 40633 (Nov. 3,

1998), 63 FR 67331 (Dec. 4, 1998).

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In summary, although there are some benefits derived from the

existing regulatory scheme, the Commission believes that it may be

appropriate to consider changes to the Commission's proxy rules in the

near future. While the exact form and scope of any possible rulemaking

have not been determined, the primary goal is clear: the Commission

seeks to ensure protection of shareholder voting rights by introducing

competition in the proxy distribution industry. When market forces

operate freely to set competitive and reasonable rate of reimbursement,

the Commission will consider whether to discontinue its rate-setting

role.

The changes outlined above require a two step process. As

previously mentioned, the Commission believes the data on the Pilot Fee

Structure, including The Commission staff's own economic analyses,

indicates that further revisions to the Exchange's reimbursement

guidelines are necessary. The Commission expects the Exchange to

propose and implement such changes before the year 2000 proxy season.

At the same time, the Commission will consider whether to alter the

regulatory structure governing the distribution of proxy materials to

beneficial owners to remove barriers to the entry of new competitors in

this area.

The Commission finds good cause for approving Amendment No. 1 to

the proposed rule change prior to the thirtieth day after the date of

publication of notice of filing thereof. Amendment No. 1 changes the

period of effectiveness for the Pilot Fee Structure from June 30, 2001,

to August 31, 1999. As stated above, the Commission has asked the

Exchange to undertake a thorough and prompt review of the Pilot Fee

Structure. After the Exchange has completed its review, the Commission

expects the Exchange to submit a proposed rule change in May 1999,

which presents a new fee structure. The Commission believes it is

appropriate for the Exchange to prepare for the implementation of a new

fee structure by shortening the duration of the Pilot Fee Structure.

Accordingly, the extension through August 31, 1999, will allow the

Pilot Fee Structure to continue uninterrupted during the 1999 proxy

season, while providing the Exchange additional time to consider and

propose revisions to the Pilot Fee Structure.

Amendment No. 1 also removes from the proposal the provision

permitting householding through implied consent. The Commission notes

that the Exchange's implied consent householding proposal differs from

the Commission's householding initiative now under consideration as

part of Commission rulemaking.\59\ The Commission is concerned that if

the Exchange's householding proposal was approved by the Commission,

NYSE member firms would be permitted to engage in householding

practices that might be inconsistent with any rule amendments that the

Commission might ultimately adopt. Therefore, the Commission believes

it is appropriate for the Exchange to withdraw its implied consent

householding proposal and wait for the Commission to complete its

independent rulemaking.

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\59\ See Securities Act Release No. 7475; Securities Exchange

Act Release No. 39321; and Investment Company Act Release No. 22884

(Nov. 13, 1997), 62 FR 61933 (Nov. 20, 1997).

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Based on the above, the Commission believes good cause exists,

consistent with Sections 6(b) and 19(b) of the Act,\60\ to accelerate

approval of Amendment No. 1 to the Exchange's proposed rule change.

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\60\ 15 U.S.C. 78f(b) and 78s(b).

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VI. Solicitation of Comments

Interested persons are invited to submit written data, views, and

arguments concerning the foregoing, including whether Amendment No. 1

to the proposed rule change is consistent with the Act. Persons making

written submissions should file six copies thereof with the Secretary,

Securities and Exchange Commission, 450 Fifth Street, N.W., Washington,

D.C. 20549-0609. Copies of the submissions, all subsequent amendments,

all written statements with respect to the proposed rule change that

are filed with the Commission, and all written communications relating

to the proposed rule change between the Commission and any persons,

other than those that may be withheld from the public in accordance

with the provisions of 5 U.S.C. 552, will be available for inspection

and copying in the Commission's Public Reference Section, 450 Fifth

Street, N.W., Washington, D.C. 20549. Copies of such filing will also

be available for inspection and copying at the principal office of the

Exchange. All submissions should refer to File No. SR-NYSE-98-05 and

should be submitted by April 14, 1999.

VII. Conclusion

For the foregoing reasons, the Commission finds that the proposed

rule change is consistent with the requirements of the Act and the

rules and regulations thereunder applicable to a national securities

exchange and, in particular, the requirements of Sections 6(b)(4),

6(b)(5), and 6(b)(8),\61\ and the rules and regulations thereunder.

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\61\ 15 U.S.C. 78f(b)(4), 78f(b)(5), and 78f(b)(8).

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It is therefore ordered, pursuant to Section 19(b)(2) of the

Act,\62\ that the proposed rule change (SR-NYSE-98-05), as amended, is

approved through August 31, 1999.

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\62\ 15 U.S.C. 78s(b)(2).

For the Commission, by the Division of Market Regulation,

pursuant to delegated authority.\63\

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\63\ 17 CFR 200.30-39a)(12).

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Margaret H. McFarland,

Deputy Secretary.

[FR Doc. 99-7157 Filed 3-23-99; 8:45 am]

BILLING CODE 8010-01-M

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