People have been distracted from reading for the better part of several generations now. And yet, we still read. If our web habits are any indicator, we read more than we used to. But the shape of that reading—the type—determines whether we lose ourself in that reading, or else skitter from one text to the next. Design a distracted reading experience, and you'll have distracted readers. Design for immersion—and, well, don't be surprised if it works.