1. The homepage shows stories written by different writers. The content centered around places, culture, food, and people. Some of it was focused on writing, while other contributors were photographers who wanted to showcase their hometown or travel destination.    

2. Submissions were manually screened and approved, and bundled into a guide.  

3. Stories on the web had the feel of a layout spread. 

4. Guides were formatted as epub or mobi files, the native format for Kindle and Newsstand. In the beginning these were formatted manually, but then we built a system that automated output to an e-book after the editors approved.

The various guides in the Kindle store look like this:  

5. Layouts were kept very simple to accommodate the various screen sizes and orientation that users would read on phones and tablets.

The cover and table of contents for an "East Bay Fried Chicken" guide:  

Inside spread showing photos and text by a fried chicken lover: