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A recent report by the Quoted Companies Alliance (QCA) found that the average UK public company annual report now exceeds JRR Tolkien’s masterpiece The Hobbit in its word count.
At 98,000 words, this has seen a 31% increase in five years, or roughly seven pages being added each and every year to the average set of accounts. Worse still is the data for the London Stock Exchange main market, at 101,000 words and representing a 40% increase over five years. Nor should we be complacent about the Alternative Investment Market (AIM), with an average of 42,000 words and a 23% increase in five years, since AIM companies are generally smaller and less able to afford the work involved.
As a regular reader of company accounts, the QCA report has led me to reflect upon the purposes of the narrative element in reports and to ask myself what I find most useful and what I consider a waste of time. As a long-term investor, I want to understand the strategy of a company and its investment priorities, so the Strategic Report is important to me. I find the discussion on priorities for the year ahead helpful in understanding the direction of travel. In a recent example, IT services and software group Kainos mentioned in the small print that a priority for FY26 in their successful Workday Products software division is “to consider the development of products for other platforms or extend our existing products to other platforms”. This seems to indicate that future software modules may be designed not just for Workday, but also for SAP SE and Oracle users, which could significantly increase Kainos’ total addressable market in its highest margin division. That is valuable information.
Another area of accounts that I find useful to glance through is what the board has been focusing on in the past year, which sits in the Corporate Governance report. My favourite example here is from the 2019 annual report and accounts of defence company Chemring. The report said that the board had “reviewed the bid defence strategy for the group”. That made me sit up when I read it! Clearly the board thought it was vulnerable to a bid therefore it was likely the shares were too cheap. So it turned out! The report was published in December 2019 when Chemring’s share price was around 240p. Today the shares are more than double this level, admittedly with a bit of help from Mr. Putin. In February this year, Sky News reported a bid approach for Chemring from Bain Capital at 390p which thankfully appears to have gone away.
Many other areas of annual reports are less useful to me as an investor and could easily be eliminated or reduced. Here are a few suggestions: The Corporate Governance Report tells us the roles of different members of the board. I doubt that most people need to be told every single year what the job of the Chair, the Chief Executive, the Chief Financial Officer or the Non-Executive Directors is! We already know what they do. Another requirement that I find tedious and do not read is the Section 172 statement about how the directors have performed their duties in regard to various stakeholders. I realise this is a legal requirement, but it adds nothing to me as an investor. Presumably, if a company does not treat staff well, eventually that will become obvious in high staff turnover, or if it does not treat customers well, it will become clear in its sales performance. Those are more useful metrics than bland statements. I also think that all the policies that companies now have to evidence should just be available on their website, where they can be updated when needed.
The QCA report helpfully suggests two areas where there could be material reductions in company reporting: Remuneration and Environment Social and Governance. I agree with the sentiment, but these are huge topics in their own right. On remuneration, as an equity investor I am chiefly interested in the alignment of my interests with those of the directors. Ideally this comes through significant share ownership on their part (skin in the game). This means that director shareholdings and changes over time are important metrics for me. Absent significant holdings, my focus is on the remuneration package, on which I will vote, particularly any long-term incentives, and the degree to which they are linked to stretching financial targets that are hard to manipulate. As Charlie Munger so eloquently stated:
‘show me the incentive and I will show you the outcome’.
One of the best annual reports I have come across as an investor is Games Workshop, the producer of fantasy miniatures and now a FTSE 100 company. It is a singular business with an equally distinctive annual report. The report is and always has been published entirely in black and white, with no photographs at all. This speaks to me of a lack of ego on the part of the directors, and a cost-consciousness on the part of the company, which I like to see. The narrative is very focused on strategy and operations, with a lot of useful data which has been consistently provided over the years. This includes a detailed breakdown of capital expenditure, data on store openings and closures, the number of active users of their app and the number of premium subscribers to Warhammer Plus. The latest 23/24 Games Workshop accounts run to 93 pages of which 41 are the numbers, and 52 the narrative element. This is exemplary brevity, compared with the average FTSE100 annual report at 262 pages in 2023. Only two FTSE100 companies in 2023 had annual reports running to less than 150 pages! It is noteworthy that Games Workshop, while producing one of the briefest report and accounts in the LSE main list, has also delivered one of the best long-term performances for shareholders.
If shorter reports give investors what they really need, why are we still writing novels? Discuss.
To hear more from Rosemary, listen to her latest episode on her podcast Investing for the long term, which she co-hosts with Judith MacKenzie.
Opinions expressed represent the views of the author at the time of publication, are subject to change, and should not be interpreted as investment advice.
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