The focus, with online annual reports, is to provide customised content for multiple target audiences, with varying information needs, for example Private Investors, Financial Analysts, Institutional Investors etc.

Multiple information display methods such as using webcasts to visually demonstrate meetings and key team members, videos, blogs and podcasts are further gaining popularity.

The self-navigable and intuitive nature of the web is being harnessed to cross-link relevant content such as, market statistics, product development timetables, value added content, employee and expert testimonials and interviews with the CEO or divisional directors.

While the PDF annual report used to be the online reporting vehicle, HTML and Flash formats are gaining popularity in continental Europe and other evolved markets. Consistency needs to be maintained between the print and online versions of the report, whilst allowing for enhanced interactivity afforded by the online version.

CSR reporting as well, is finding its place in the online reporting landscape. Corporate responsibility reporting is now being presented in more detail online, while the lead-in for the same is being generated through the print CSR report summary. Blogs and open forums are also being used by companies to talk about CSR and their focus on it, along with strong employee focused comments.

"Reporting online can help bring a transparent structure to the report by turning one extended narrative into a series of focused, issue-led reports within a report." - Accountancy Age, Sept. 2007

Integrating multiple touch-points

Intranet based reporting, for employees, leave-behind CD ROMs for potential investors, RSS feeds for existing shareholders etc. are examples of several 'new media' based touch-points used for multiple audiences. Please find below list of a few more examples within this category.

• Web and Intranet based, online annual reports
• Mobile / Blackberry / PDA based access in multiple formats
• Leave behind CD ROMs / Pen drives (Storage devices)
• Podcasts
• Subscription based RSS feeds