What is happening in the world?
Source RISI, Jaakko Pöyry, PPPC
Advertising revenue for US newspapers declines fast
Source US Newspaper Advertising Revenue
Newspaper Association of America published data
A few different ways of delivering online reports today
Complete annual, quarterly or other report including
financials and notes, in a mobile and desktop friendly
Online report where financials are available in PDF only.
PDF viewer allowing the user to go from page to page
Digital Publication Digital document published as an app through Newsstand,
Google Play or for Windows 8 tablets.
What are companies using today?
Latest report as PDF
27 % of total have relevant bookmarks
Online Report, with financial tables in HTML
Hybrid Reports with financials in PDF
Post links to reports to social media
Source KWD Webranking 2013-2014
Digital version of a print product
• Produced after the ”real” printed Annual
Report is released
• Text and content is written for print
• Graphs and illustrations are copied with low
resolution and becomes hard to read
• Because of cost hybrid solutions are used
where financial tables are only provided in
• Viewed as an extra cost outside of the Annual
All the weaknesses
from print and digital media
Why Annual Reports?
Information to our shareholders
Most important document for analysts
Historical document telling our story of the
year and how we view the future
Complete and comprehensive magazine styled
document that is sent by post to all
shareholders and other stakeholders
”What brought us here, won’t take us there”
Analyst focus shifted to
Pace of information
in society has changed
We read on ipads
Where we read
Is the answer a printed magazine distributed by post?
What is the answer today?
Why do we produce an Annual Report?
When is it being used?
Where is it used?
What is our story?
How are we going to produce it?