I think it's important to note that many of the reviews here are from 2009, so they're out of date.  If you're reading on a newer device, like the Fire, you get the entire paper--every picture, sidebar, ad, etc.  You can see an entire article with one touch, and another touch shrinks it back so you see the whole page again.  You turn pages back & forth with another touch.  It's very slick and easy to use.