New Blood Entry — The Colony
Award: Wood Pencil
Penguin / 2020
Books are losing their share of readers’ attention to digital entertainment. But the growth and accessibility of digital media has also prompted a crave for instant information. Our research helped identify an unmet need among young adult readers: they often desire additional context about the book they’re reading, but don’t know what resource to turn to. This presents an opportunity for Penguin to not compete against digital media, but rather use it to feed readers’ curiosities. The Colony is a subscription-based service that fully immerses readers with their books. It offers users a themed set of monthly reads with curated lists of supplemental content that extend their reading experience beyond the book’s pages.
