"Substance before form"
Christoph Meier, Finance Communications & Investor Relations Manager at Swiss, on annual reports.
Christoph Meier, Finance Communications & Investor Relations Manager at Swiss, on annual reports.WW: What importance do you attach to the printed annual report? Christoph Meier: We regard the annual report as an important information tool for the financial market and the financial community in the broadest sense, i.e. our shareholders, potential investors, analysts and other stakeholders and private interested parties. We are currently conducting an evaluation of the medium and form of the annual report.
Today, image and financial information can also be made available electronically via the Internet. Is there still a need for printed annual reports?
The question is discussed internally. It is linked to the fundamental question of the function of the annual report and the importance a company attaches to image reporting.
What is more important when publishing an annual report: conveying an image or the correct presentation of figures?
We consider value reporting to be the core function of the annual report, although this naturally goes far beyond the presentation of financial figures.
In how many and which languages do you publish annual reports and how is the circulation distributed?
The 2003 Annual Report was published in German, English, French and Italian. The circulation was as follows: German: 5000, English: 2500, French: 2000, Italian: 1500.
What other means of communication do you use to inform your customers specifically about the company?
Swiss publishes an attractive in-flight magazine with a wide range of information about the company. Every quarter, our owners receive an electronic letter to shareholders, which is also sent by post with the half-yearly and annual financial statements. Last but not least, the Internet homepage is also an important communication channel for us. Visitors can find a wealth of information about the company there.
How important is a good position for your annual report in a ranking of the best annual reports, such as the balance sheet ranking?
Such a ranking does not play a direct role in determining the budget for the annual report. Nonetheless, a good ranking, such as our sixth place overall last year, is of course a pleasure.
What expectations do you have of the design and print or production quality of your annual report?
As part of a consistent cost-benefit analysis, we pursue a professional yet minimalist approach to both design and production.
What criteria do you use to select the companies involved in production?
We always award the contract on a competitive basis, but taking into account existing relationships and experience.
How important is it how the annual report is received by the customer, i.e. how it is packaged and what first impression the customer gets?
We attach great importance to the content of the annual report. In this sense, the physical packaging is of secondary importance to us - substance over form.
Which accompanying documents are used to address the purchaser of the annual report?
We do not enclose any accompanying documents.
Interview: Jürgen Franck
Today, image and financial information can also be made available electronically via the Internet. Is there still a need for printed annual reports?
The question is discussed internally. It is linked to the fundamental question of the function of the annual report and the importance a company attaches to image reporting.
What is more important when publishing an annual report: conveying an image or the correct presentation of figures?
We consider value reporting to be the core function of the annual report, although this naturally goes far beyond the presentation of financial figures.
In how many and which languages do you publish annual reports and how is the circulation distributed?
The 2003 Annual Report was published in German, English, French and Italian. The circulation was as follows: German: 5000, English: 2500, French: 2000, Italian: 1500.
What other means of communication do you use to inform your customers specifically about the company?
Swiss publishes an attractive in-flight magazine with a wide range of information about the company. Every quarter, our owners receive an electronic letter to shareholders, which is also sent by post with the half-yearly and annual financial statements. Last but not least, the Internet homepage is also an important communication channel for us. Visitors can find a wealth of information about the company there.
How important is a good position for your annual report in a ranking of the best annual reports, such as the balance sheet ranking?
Such a ranking does not play a direct role in determining the budget for the annual report. Nonetheless, a good ranking, such as our sixth place overall last year, is of course a pleasure.
What expectations do you have of the design and print or production quality of your annual report?
As part of a consistent cost-benefit analysis, we pursue a professional yet minimalist approach to both design and production.
What criteria do you use to select the companies involved in production?
We always award the contract on a competitive basis, but taking into account existing relationships and experience.
How important is it how the annual report is received by the customer, i.e. how it is packaged and what first impression the customer gets?
We attach great importance to the content of the annual report. In this sense, the physical packaging is of secondary importance to us - substance over form.
Which accompanying documents are used to address the purchaser of the annual report?
We do not enclose any accompanying documents.
Interview: Jürgen Franck
