Image, garnished with a salad of numbers
Print annual reports have maintained their image-building value even in the age of new media.
Print annual reports have maintained their image-building value even in the age of new media.
The annual report has a life of its own among printed matter. It is neither a catalog, nor a brochure, nor an instruction manual. And there is a legal requirement for the publication of financial figures. The information it contains is often stretched out, usually enriched with fantastic, large-format images and printed in the very best quality. Fine papers, matt or gloss varnishes and many other types of finishing are, if not the rule - because they don't exist in this sector - then at least not uncommon.
There are also no rules when it comes to the layout. Most companies prefer to combine the informative image section with the substantial financial section in one annual report. Other companies, however, issue several publications at the same time. For example, UBS published an annual report for 2003, a financial report for 2003 and a handbook for 2003/2004, supplemented by the financial reporting for the third quarter of 2004 - an impressive total of 522 pages.
Other companies show their practical side: for example, the enclosed eight-page postcard format of the 2002/2003 annual report of Axpo Holding AG.
Often boring and impersonal
The way the recipient is addressed could be improved in many business reports. They range from boring and impersonal enclosed delivery bills with a crooked label to handwritten cover letters with a "Greetings from Zurich Airport". Unfortunately, many companies miss out on the opportunity to add a personal touch to their expensive and elaborate annual report.
Of course, the big banks, for example, send out more annual reports than a locally based company and can hardly add handwritten notes. However, in times of mail merge functions, at least one letter with a personal address should be included.
Good things come to those who wait
What is astonishing about the procurement of examples for this article is that a relatively long time elapses between the time of the (online) order and the report being available. This ranged from two to six days, and some of the reports ordered have still not arrived - perhaps this is the random result of a small selection overall.
But in today's fast-moving share business, this is not a good sign. Moreover, this behavior supports the PDF download and damages the printed product. An unnecessary omission, as the image factor of the printed report is significantly higher than a PDF document that may be printed out.
The quality of the work requested was not really surprising - annual reports are traditionally among the more sophisticated printed materials. They are characterized by high-quality paper, good texts, clearly structured figures and a visual language that lightens up the sometimes dry information.
Jürgen Franck
The annual report has a life of its own among printed matter. It is neither a catalog, nor a brochure, nor an instruction manual. And there is a legal requirement for the publication of financial figures. The information it contains is often stretched out, usually enriched with fantastic, large-format images and printed in the very best quality. Fine papers, matt or gloss varnishes and many other types of finishing are, if not the rule - because they don't exist in this sector - then at least not uncommon.
There are also no rules when it comes to the layout. Most companies prefer to combine the informative image section with the substantial financial section in one annual report. Other companies, however, issue several publications at the same time. For example, UBS published an annual report for 2003, a financial report for 2003 and a handbook for 2003/2004, supplemented by the financial reporting for the third quarter of 2004 - an impressive total of 522 pages.
Other companies show their practical side: for example, the enclosed eight-page postcard format of the 2002/2003 annual report of Axpo Holding AG.
Often boring and impersonal
The way the recipient is addressed could be improved in many business reports. They range from boring and impersonal enclosed delivery bills with a crooked label to handwritten cover letters with a "Greetings from Zurich Airport". Unfortunately, many companies miss out on the opportunity to add a personal touch to their expensive and elaborate annual report.
Of course, the big banks, for example, send out more annual reports than a locally based company and can hardly add handwritten notes. However, in times of mail merge functions, at least one letter with a personal address should be included.
Good things come to those who wait
What is astonishing about the procurement of examples for this article is that a relatively long time elapses between the time of the (online) order and the report being available. This ranged from two to six days, and some of the reports ordered have still not arrived - perhaps this is the random result of a small selection overall.
But in today's fast-moving share business, this is not a good sign. Moreover, this behavior supports the PDF download and damages the printed product. An unnecessary omission, as the image factor of the printed report is significantly higher than a PDF document that may be printed out.
The quality of the work requested was not really surprising - annual reports are traditionally among the more sophisticated printed materials. They are characterized by high-quality paper, good texts, clearly structured figures and a visual language that lightens up the sometimes dry information.
Jürgen Franck
