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Management discussion and analysis

Inclusion in annual reports[edit]

To entice new investors, public companies assemble their financial statements on fine paper with pleasing graphics and photos in an annual report to shareholders, attempting to capture the excitement and culture of the organization in a “marketing brochure” of sorts. Usually the company’s chief executive will write a letter to shareholders, describing management’s performance and the company’s financial highlights.

In the United States, prior to the advent of the internet, the annual report was considered the most effective way for corporations to communicate with individual shareholders. Blue chip companies went to great expense to produce and mail out attractive annual reports to every shareholder. The annual report was often prepared in the style of a coffee table book.