At first glance, ISSUU seems to be filling a significant gap in the range of social media: providing a way for banks and other businesses to engage with the public through print publications in the same way that YouTube provides a vital outlet for corporate video content. The site passes the first test, of providing a lot of attractive content. If you want a beauty parade for publishers and graphic designers, ISSUU is a good place to go. However, the site has yet to be included among the fairly select group of Internet presences that have become meeting places on a mass scale. To achieve that status, ISSUU needs to recognize that readers (and that’s who most site visitors will be) are more concerned with finding individual articles of interest than admiring a magazine cover to cover. They need more help from the site, probably in the form of (blog-style) tags for articles. The finance industry has to accept that their material will be jostling for readers’ attention alongside competitor offerings. If ISSUU insists on always preserving the integrity of individual publications in presenting content, it won’t become the channel of choice for finance industry players to grow their readership.