A PDF Does Not An Interactive Annual Report Make

Target Corporation

These reports are supposedly called ‘interactive annual reports’. The only interactive is dragging your mouse across your desk to try and turn these pages and zooming as close as you can to read the text.

Can you read these reports in these Adobe Acrobat PDF readers at full size in your browser? Neither can we. Corporations: how about using techology to benefit your readers instead of the IR department? Just a thought. Is this the way interactive reports are going with the recession?

Conoco Phillips


Renasant Corporation

Westfield Annual Report

Bookmark and Share

2 Comments to A PDF Does Not An Interactive Annual Report Make

  • Dalen Dec 13, 2010 at 10:23 pm

    This is a great starting point for discussion! Reading this post some time after it's initial publication I'm dismayed to see that no one has commented yet. I'll admit that I'm guilty of using similar "interactive" tools to convert print publications for online use, but recognize the futility of doing so. As you say, not only is the zoom factor an issue for legibility, but frankly nothing new or purposeful is being done by turning a PDF into a page-flipping display. Have you seen any good examples of web or mobile publications that truly are interactive and fitting to their format and audience?

  • Ramp Jan 19, 2011 at 7:49 pm

    Dalen, there's a few, but to tell you the truth, annual report budgets, from what I have seen are shrinking, and that's why companies post up these PDFs.

Leave a Reply

Your email address will not be published. Required fields are marked *