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I have tried both. Amazon might be OK for some academic periodicals, but not really suitable for picture-heavy magazines. Zinio uses PDF format internally, so it shows the page exactly as it was laid out originally - this is a bonus, althouth it might be a problem if the screen is too small to show the whole page. Amazon Kindle magazines are usually stripped down versions of the paper originals and text layout doesn't even resemble the original one. What's worse these magazines seem to be only readable on hardware Kindles, not on the Kindle for PC application, which makes it all the more complicated if you wish to save some quotes for future reference or would like to read the article on a bigger screen.
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