We wanted consumers to access your digital editions from almost any touch-screened device, and have an enjoyable reading experience.

The options were - create a specific App for every single device that exists on the market - or - create a universal mobile browser interface that feels like an app, but is accessible immediately across multiple devices. We went with the latter.

The result is something we like to call the Hybrid Mobile Interface. It's not an app, and it's also not a simple mobile website. Instead it uses the power of the mobile web browser (which all mobile devices have) to create a streamlined interface that is equally accessible across multiple devices while maintaining the experience iPhone and Android apps can provide.

By eliminating the need for a download from your readers, it's that much more likely that your content will actually be accessed on a mobile device. If you email out your latest issue link to your subscribers, for example, if they receive that email on an iPhone, they can immediately click the link and open up your publication. You can't do that with an app!