Bill, I suppose the trick is to establish the salient points of your diatribe and display these on the page. Then break out into separate article pages that expand on each key point. Doing so adds depth to a website and allows for copious cross-referencing. Pop-up layers with lots of text is equally distracting.
You also have to pitch it to your client that people use mobile phones and are used to reading reading postcards over broadsheet newspapers.
The reading experience of a vertically held phone or screen is dramatically different to reading a magazine or book on a table.
Acorn
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