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It all comes down to the software being used to read the PDF, rather than the screen-size.
For Android-based devices, the ezPDF reader can automatically zoom into a single column of a multi-column document and one click takes you from the bottom of the current column to the top of the next one. I haven't used it on a PDF magazine, though, so I'm not sure how it would cope with such a varied layout of text and graphics.
For dedicated readers without third-party software capability, you're at the mercy of the hardware provider's support, though.
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