Study: Less than 4 percent measure annual report’s ROI

The vast majority of communicators don’t use statistics to measure the effects of annual reports

A study of annual reports by Ragan Communications has shown that makers of these reports don’t use any statistical methods to determine the effect of what Patrick Williams, Ragan consultant, calls “the most important single print or online publication in any year.”

“The absence of reliable measurement is really shocking,” said Williams, one of the report’s writers and author of several other authoritative works on annual reports.