The University of Amsterdam is working together with Sanoma to test the effects of digital media (magazine’s) on readers and the impact of digital conversation and interaction among those readers. Whysor developed an application for the tablet that makes it possible to pick and read a digital magazine aswell as sharing and commenting on articles inside that magazine. The articles sport interactive hyperlinks and questions about what the reader thinks about the content. Everything the reader does is logged to a cloud based Big Data structure. This data can then be analysed to find patterns in what the reader is doing and to compare all readers to eachother.