The Modern Annual Report to Shareholders does not look like a dreary financial report. Instead, it looks more like a glossy marketing brochure. In fact, annual reports do have a marketing purpose. Yes, the mandatory financials, notes, and auditor's opinion are all there. These are usually in black and white and small print. But the "financials " have to sandwich in between many glossy pages with striking images, creative typography, colorful graphs, and artful prose from the Board, CEO and other officers In response to the non-mandatory gloss, report readers naturally ask: "What are they trying to tell me?" Or, more to the point, "What are they trying to sell me?" And, "Do I buy it?" Read more of this post Marty Schmidt | 2019-06-16 at 06:45 | URL: https://www.business-case-analysis.com/blog/?p=7337 |