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Sync doesn't mean just to add content to your ereader. It can also delete content. It synchronizes (or matches) the content in the sync list in the Sony software with the content on your ereader. If you unchecked the Periodicals box, then you told it that you didn't want Periodicals on your ereader anymore and that they should be deleted. If you wanted pictures and periodicals, then you should have had both boxes checked.
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