Message from the CEO: a three‐minute rule?

Managers are one of numerous stakeholder groups for whom the chief executive officer (CEO) statement, published with the annual report and accounts, would have visual impact. Addresses components of traditional print design by measuring areas of interest (attracting initial attention) and retaining interest (dwell times). Eye movement data analysis reveals that employees spend similar amounts of time reading their CEO messages regardless of time available, content, design, status or corporate culture. Implications for print design and image for the learning organisation include a hypothesis that a self‐imposed three minute rule operates in this area of corporate communication.