Fortune’s “Most Admired Companies” Annual Report Trends: Print and Online Formats 2003-2009

For six years we have been tracking annual report trends of the 15 “most admired companies” as rated by Fortune Magazine. The annual study looks at print and online formats. The majority of the sample have demonstrated continuity in printed presentation over time while while online formats have evolved significantly.

In terms of print formats, the majority of the sample demonstrated continuity in reporting, creating high production value, traditional annual reports. We categorize print formats into traditional annual report, 10-K wrap, summary annual report, no-frills traditional annual reports, and10-Ks.

The interactive annual report paradigm has undergone a major shift over the past six years. More than half of the companies in the sample now leverage a custom interactive format built with HTML or Flash. Two of the 15 interactive annual reports have added video content since 2008. “With video, we can compliment the annual report by bringing stories to life in multiple dimensions” stated one client side director. Only 3 companies in the 2008 sample posted just a pdf for the online report.

If you or your team have been tasked with managing the annual report and evaluating different goals and formats you may find this research helpful. Our research provides an overview of the different print and interactive formats as well as real life examples of leading edge approaches with insights into how and why companies have made format decisions.

If you are interested in the research please contact us: http://www.weymouthdesign.com/contactus.aspx