 Back when we first conceived of Model Railroad Hobbyist in 2008, our vision was to produce an all-digital Model Railroading magazine using Google's Internet Business Model. Helpful free content for readers, but supported by advertising. After all, people expect content on the Internet to be free, but why disappoint them? Grow your audience in an unbounded fashion through a free-to-read model, and let advertisers ride along as we grow to eventually reach every Model Railroader on the web around the world. And that's just what we've done, growing an average of 30% year-over-year, with no sign yet of slowing down. So to make this digital magazine have a rich format, we'd do a PDF, but we'd design it from the ground up for a computer screen. So instead we used a landscape format, so it fits on the typical computer screen without scrolling. We also adopted a slightly larger than normal body font size of 16-point, to make the text easier to read on a screen. We also used a dark gray font ink instead of dark black, to make reading our pages easier to the eye. But that was 2008, and a lot has changed since then. Smartphones and tablets are quickly becoming the most common Internet-connected device today, outpacing desktop computers and laptops. These new mobile devices are always on, always connected, and for smartphones especially, they're always with you. In fact, studies are showing that some connect to the Internet only with their mobile device, and they never use a desktop or laptop ever. Given these trends, MRH is announcing our new Gen 2 magazine. Mobile Railroad Hobbyist, redesigned to take the best advantage of mobile devices like smartphones and tablets, while still keeping the same great reading experience we pioneered back in 2009. To make MRH more readable on devices like smartphones, we're taking our landscape page and splitting it down the middle, to create a new portrait page orientation for smaller screens, while maintaining a facing page view for larger screens. We're also making our body font 18% larger, so the page is more readable on a smartphone. This means our page size now becomes a new portrait page orientation, and a full page ad is now portrait instead of landscape. Another benefit of going this route is it's now easier to repurpose your print ads into our magazine, because the page orientation is now similar to print, and our ad sizes now more closely match your print ads. Ok, with that said, it's important to remember we're talking about ads that need to look good on smaller mobile device screens. So advertisers, you need to think larger fonts and obviously clickable buttons on your ads if your goal is lots of clicks. For advertisers, remember digital ads should not sell product. Digital ads should drive people quickly to your website, and your website should sell your product. Advertisers need to think very simple ads with large fonts and big obviously clickable buttons. MRH's Gen2 ad formats include templates designed to guide you as to the best font sizes to use, and the templates include a reminder to put clickable buttons on your ads if you want clicks. So remember, MRH is the front door to your website. And we're evolving to be more readable than ever as people move from desktops and laptops to tablets and smartphones as their personal web-connected device of choice. MRH Gen2 is coming January 2013.