1.	Interviews with the boss have pretty much faded into obscurity. True or false? Answer: False, I'd have to say. Many CEO interviews continue to appear in annuals around the world. From Atlanta, Georgia, where Southern Co.'s CEO responded to 10 questions in his 2000 annual report; to the Twin Cities' Apogee Enterprises, its Q&A running one question fewer; to Mexico's Grupo Vitro, its interview spanning half a dozen questions, and Sweden's Saab, twice so long—12 questions and the boss' lengthy responses. Those are representative of dozens upon dozens of CEO interviews, which I'm convinced are increasing in frequency.
	2.	Once a hero, always a hero—that's Cato's motto. True or false? Answer: Try convincing Southern of that. Its annuals have finished among the world's 10 best every year since 1994—until currently. Its 108 points are sufficient for "world-class" rating, but that's a far cry (approaching 20 points) from 10 best. Another: Bahrain Telecommunications Co. I raved about its report a couple of years back. Its 2000 annual is wanting, not least a result of careless writing. Its 14.98 Cato Befogging Index, accompanied by a huge 31 average words per sentence, make it the year's most difficult to read.
	3.	Face it: Few if any CEOs pay attention to your criticism. True or false? Answer: Not true, at least in the case of Charles John Koch. This chap holds all the top titles at Cleveland-based Charter One Financial. A year ago, he permitted 16 photos (albeit tiny) of himself to precede—precede—the letter to shareholders. That richly warranted a spot among the world's 10 worst on the year. In his 2000 report? One picture, with three top officers; call it "emergence of the self-effacing CEO."
	4.	About your "annual International Annual Report Conference": No one in his (or her) right mind returns, since you pull no punches. True or false? Answer: False, most definitely. My first conference was held in New York City in 1988. One of the attendees (indeed, she was instrumental in my maiden effort) was Nancy A. Fuller, senior vice president of Addison, a New York and San Francisco branding and communications company. She was at San Francisco last fall, has notified me she'll be in Baltimore Sept. 12-14, good news indeed. At the second conference—San Francisco, in 1989—the talented Lonnie Ross attended. She was at San Francisco last fall as well, likewise registered for this autumn. Manitowoc's Steven Khail was at Chicago in 1990, every conference since.
	5.	You don't even bother to issue an agenda prior to your conferences. True or false? Answer: True. I bill my conferences—especially the Sappi Fine Paper North America-sponsored opening reception—as the "greatest people-meeting, friendship-making activity imaginable." Conference attendees are there at the opening, and are there throughout every session, including breakfast and lunch both (this fall) Sept. 13 and 14th. I tell attendees "miss at your own peril" the opening reception—and, for first-time attendees, of which there'll be about a dozen this fall—AR 101. What we call a primer on annual reports, where attendees learn the lingo used, get up to speed on our requirements.
	6.	Fewer companies are including themes in their annuals. True or false? (I'm not interested in your opinion—just the facts.) Answer: False. The numbers don't lie: One in four (27 percent) 1987 annuals was credited with using a theme in the first year that element was monitored. That's risen gradually through the years—to the current 71.3 percent (more than seven of 10), pretty much flat with the year-earlier 72 percent. One of my current favorites is that of Alliant Energy: "Invest. Connect. Grow. Three simple words. One bold vision." To me, that says it all.