UPDATE 3-Nasdaq OMX profit drops; sees promise in pricing

* EPS ex-items 42 cents, matching Street view

* Sees up to $15 mln in new Q4 revenues from fee changes (Recasts, adds CEO comments, analyst, shares, byline)

By Jonathan Spicer

NEW YORK, Nov 5 (Reuters) - Nasdaq OMX Group Inc (NDAQ.O: Quote, Profile, Research) reported its third straight quarterly profit drop on Thursday, hurt by sagging cash equity trading, but the exchange operator's market share has rebounded and management said pricing changes should boost revenue in coming months.

The Nasdaq Stock Market parent company rebounded from five quarters of U.S. market share declines, helped by fee changes and the addition of the smaller and aggressively priced BX market. The company had 24.8 percent market share in October.

Although cash equities represent only 15 percent of overall revenue, analysts and investors see it as a bellwether of the company's core health, as younger rivals continue to battle traditional exchanges for narrow profit margins.

Management said higher fees at both of its stock markets would yield up to $15 million in new revenues in the current quarter, as long as volumes and market share remain in tact.

The new fees are a "fine tuning" of a handful of pricing adjustments made earlier this year, many of which "were essentially giving away money that wasn't having any impact on customer behavior," Chief Executive Robert Greifeld said on a conference call.

Net revenue fell 15 percent to $349 million in the third quarter, beating the average of $355 million expected by analysts, according to Thomson Reuters I/B/E/S.