Quiz Answers

(Answers for August 1997)


      
1. You, as a professional observer of the genre, see more things to criticize in annual reports from around the world. True or false?

Answer: True -- and false. More (one in eight, up from one in 16 two years ago) to date have achieved what I call "world-class" status; that is, score at least 100 of a potential 135 points. At the same time, I see more excesses in graphic design -- simply awful stuff from artists more intent on winning awards than in doing a substantial, appropriate job for the client.

2. Annuals from abroad -- that is, non-North American reports -- excel. True or false?

Answer: False. It appears no "foreign" report finished among the world's 10 best this year, for instance. Most have a decidedly internal orientation. Possible exception: some reports from Mexico, a pair (Bruncor and Scotiabank) from Canada -- and, as usual, media giant Reuters, just out of the money this year, it appears. Keep in mind that few if any reports from abroad are even required by existing regulations. So companies are producing a report only through the goodness of their hearts.

3. Women have emerged as the pace-setters in the annual report business. True or false?

Answer: True, sort of. Of the Top 10 (indicated) this year, six had men at the helm of the project. But women were the pace-setters for reports that have finished (again, indicated positions) Nos. 1 (tied), 3 (tied), 6 (tied) and 9, respectively.

4. How's about the also-rans -- those that don't finish among the 10 best -- women tend to shepherd those. True or false?

Answer: Fourteen or fifteen of the 38 runnersup -- fewer than half -- essentially are led by women producers. So it's false.

5. Florida happens to be the No. 1 state for high-quality annuals. True or false?

Answer: False. Decidedly so. While Florida's FPL does well traditionally, only media giant Knight-Ridder has led the state to world-class status, returning from an also-ran position with its current 106 points.

6. Media companies tend to excel in your competition. True or false?

Answer: To a degree. Among the four dozen so far to score at least 100 points are five media companies: Reuters, in a three-way tie (with 122 points) for 12th as of this writing; Knight-Ridder and Tribune Co., tied with 106 points; Gannett, No. 1 a decade ago, one point behind them, and E.W. Scripps Co., pulling up the rear with 102. Not bad.

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