Skim reading has become a part of everyday life, but is detrimental to fiction. The average online reader consumes as little as 20% of the text on a page, with the other 80% being skim read.
Here at Penguin Books, we believe that words are important - but removing them can enforce a stronger message.
Endangered Reading is a new initiative by Penguin Books. This type-led idea will remove 80% of the text in our stories, so you can see what you’re missing when you skim read. This idea is visualised throughout a nationwide campaign, our new ‘Endangered’ novel series, and an online tool where you can experience this effect yourself - all powered by a coded tool, created by us. We have to protect endangered reading, so help with the worldwide conservation of fiction.
Skim reading has become a part of everyday life, but is detrimental to fiction. The average online reader consumes as little as 20% of the text on a page, with the other 80% being skim read.
Here at Penguin Books, we believe that words are important - but removing them can enforce a stronger message.
Endangered Reading is a new initiative by Penguin Books. This type-led idea will remove 80% of the text in our stories, so you can see what you’re missing when you skim read. This idea is visualised throughout a nationwide campaign, our new ‘Endangered’ novel series, and an online tool where you can experience this effect yourself - all powered by a coded tool, created by us. We have to protect endangered reading, so help with the worldwide conservation of fiction.
D&AD New Blood Awards Submission, 2026
Campaign
Visual identity
Motion
Copy & Language
D&AD New Blood Awards
Entry, 2026
Campaign
Visual identity
Motion
Copy & Language
