Now, the Internet isn't replacing paper. In fact, studies show that most investors requested a printed annual report after doing their on-line research. However, using the Internet does allow companies to showcase their accomplishments, sell their strategies and promote their images in ways that simply can't be done in print. The Internet accommodates interactivity, nonlinear navigation, audio interviews, Flash animation. It's not just a "good read" - it's an experience.

And, by placing annual report information within the larger context of the company's Web site, there's an incentive for the reader to return for more information. Closer ties with the audience result.

The National Investor Relations Institute reported that in 1999, 76 percent of companies had on-line annual reports.

So, how do you get your annual report to the 'Net?

— One option is the PDF format. This is essentially a "photocopy" of the report that can be downloaded via Acrobat Reader. To avoid large, slow-loading files, most companies create separate PDFs for each key part of the report – financials, letter to shareholders, etc.

— The current trend is to create a specific on-line companion to the printed piece, using an HTML file format. The HTML format is interactive and allows the reader the flexibility to move throughout the report via hyperlinks.

— Development phases include design concept and application; the creation of Web – ready art; and programming.

— Production of the Web version should begin about the time the printed version enters the layout stage.

Not to be confused with corporate identity – that is, your company name, logo and tagline, and the graphic “look” of each – branding is your statement of individuality.

It’s a proclamation of who you are. What you will deliver to your customers. How you are different from your competition. It’s not an indicia stamped on the company; it's a process that runs through it.

A highly recognized, well-managed brand – think Compaq, Texaco, Disney – can weather marketplace volatility with greater ease. Analysis of Fortune 1000 companies has revealed that corporate branding efforts have a positive impact on financial performance regardless of economic conditions.

To maximize its effectiveness, your corporate brand must be understood by all of your audiences. That means customers and suppliers, employees, the investment community and the media. Ensuring brand viability takes visibility, which is achieved through consistent visual communications. All corporate materials should work together to create an identity that quickly becomes familiar as “You.”