The Colony
Books are losing their share of readers’ attention to digital entertainment. But the growth and accessibility of digital media has also prompted a crave for instant information. Our research helped identify an unmet need among young adult readers: they often desire additional context about the book they’re reading, but don’t know what resource to turn to. This presents an opportunity for Penguin to not compete against digital media, but rather use it to feed readers’ curiosities. The Colony is a subscription-based service that fully immerses readers with their books. It offers users a themed set of monthly reads with curated lists of supplemental content that extend their reading experience beyond the book’s pages.
- Penguin
Country
- United States
Tutor
- Michael Mullen
- Berwyn Hung
College
- VCU Brandcenter
- Virginia Commonwealth University
Creative Team
- Melissa Poe
- Alisha Taylor
- Michelle McGuire
- Yotam Ohayon
Books are losing their share of readers’ attention to digital entertainment. But the growth and accessibility of digital media has also prompted a crave for instant information. Our research helped identify an unmet need among young adult readers: they often desire additional context about the book they’re reading, but don’t know what resource to turn to. This presents an opportunity for Penguin to not compete against digital media, but rather use it to feed readers’ curiosities. The Colony is a subscription-based service that fully immerses readers with their books. It offers users a themed set of monthly reads with curated lists of supplemental content that extend their reading experience beyond the book’s pages.
