In 2009 - The Tinius Trust wanted to enhance the publishing of the Annual Report, by including articles focusing on important issues on the news media scene. When publishing the Annual Report from 2008, the publication included stories and essays by editors in some of the Schibsted newspapers, - as they all were focusing on their visions of the future of the news media. As the Annual Report 2008 also included Rupert Murdoch's visions on the future of the news media, - the report became favored reading by many media players.
The 2009 report, published in 2010, did focus on how the role of the news media is changing in lieu of the changes in media usage in the digital age. How will these changes in media usage impact the traditional role that the news media have played, - and how do editors envision future ways of preserving their traditional positions as purveyors of important information and opinions on the numerous new digital platforms? In addition to the essays from editors in Schibsted newspapers, - the report also includes contributions by lan Rusbridger, the Editor of the Guardian, - and Robert Picard, the renowned Professor of Media Economics.
The 2010 report, published in May 2011, presents views and experiences on Creativity and Innovation from media executives, from Lionel Barber, editor of Financial Times, Lena K Samuelsen, editor-in-chief of SvD and Christan Printzell Halvorsen, CEO of FINN.no among others.
The Annual Reports are published in print, and are available digitally (PDF and in HTML).