This document provides an overview and background of Instant Magazine, a company that creates web publications. It discusses how Instant Magazine started in 2008 creating custom web publications and launched its platform in 2012. It has since grown to serve over 1,200 clients across 35 countries. The rest of the document focuses on best practices for creating effective web publications, including grabbing readers' attention in 8 seconds, using content marketing over advertising, keeping content short and visual, optimizing for mobile, and measuring engagement.