For Bonnier, it is important for the annual report, which used to be a printed publication, to generate pride internally. It is also important for the annual report to be easily accessible and perceived as modern. At the same time, it should clearly describe how Bonnier creates social benefit through its business and activities.
“We want to give the target groups an overview of Bonnier in a way that makes us relevant and attractive. We will talk about what we are, what we represent and how things are going for us,” says Bert Menninga, project manager and International Corporate Editor at Bonnier.
The family company chose to take a digital step with its annual report for 2017 and make a website. It has articles and videos about Bonnier’s efforts to create social benefit, as well as the company’s financial performance. Bonnier reaches its target groups through strategic distribution via social media and the newsletter.
“A website is both useful over time and it means the content is always shareable. Now we can use the website content for various purposes down the road,” says Bert Menninga.
Bonnier also opted to produce a simple printed publication that presents the best of the digital report.
The new website launched in early April 2018 and in late May the same year, it had a reading time of nearly two minutes on average. Visitors read an average of about 2.6 pages.
The newsletter about the annual report from Bonnier CEO Thomas Franzén was opened by 45 percent of recipients.
Visitors read on average of about 3 pages.
The new website had a reading time of nearly two minutes on average.
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