1. Workshop
Corporate Reporting
KWD Webranking Forum
23 January 2014

2. I am
Staffan Lindgren

3. Who are you?

4. Introduction to workshop
Food for thought

5. What is happening in the world?
Internet
Smart Phones
iPad
Mobile Phones
CD-ROM
PCs
Cable TV
VCRs
Satellite TV
Color TV
Mainframe
Computers
Radio
TV
Cinema
Source RISI, Jaakko Pöyry, PPPC

6. Advertising revenue for US newspapers declines fast
Source US Newspaper Advertising Revenue
Newspaper Association of America published data

7. A few different ways of delivering online reports today
Online Report
Complete annual, quarterly or other report including
financials and notes, in a mobile and desktop friendly
format.
Hybrid report
Online report where financials are available in PDF only.
Online PDF
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.

8. What are companies using today?
97%
Latest report as PDF
27 % of total have relevant bookmarks
31,1%
Online Report, with financial tables in HTML
3,6%
Hybrid Reports with financials in PDF
28,1%
Post links to reports to social media
Source KWD Webranking 2013-2014

9. Why
did we end up
here?

10. You start with a
print Annual Report

11. 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
PDF format
• Viewed as an extra cost outside of the Annual
Report budget

12. All the weaknesses
from print and digital media
combined

13. ?
Why do we have
an Annual Report?

14. 
For who?

15. 
When are they going to use it?

16. 
Where are they going to use it?

17. 
What is our message?

18. 
How are we going to
produce it?

19. Why Annual Reports?
Annual Report
1991
-
Information to our shareholders
Most important document for analysts
Listing requirement
Historical document telling our story of the
year and how we view the future
What?

Complete and comprehensive magazine styled
document that is sent by post to all
shareholders and other stakeholders

20. Behaviors changed
”What brought us here, won’t take us there”
Annual Report
2013
Analyst focus shifted to
quarterly reports
Pace of information
in society has changed
Digital revolution
We read on ipads
Where we read
has changed
Is the answer a printed magazine distributed by post?

21. What is the answer today?
?





Why do we produce an Annual Report?
For whom?
When is it being used?
Where is it used?
What is our story?
How are we going to produce it?

22. Open forum
Let us discuss

23. Why do we make
corporate reports
today?

24. Print?

25. Digital Publication
vs
Online Report

26. Reports
vs
Corporate Site

27. One Report
vs
Many reports and
communication tools

28. How do we reach our
audience?