Scientific American is the world's premier magazine of scientific discovery and technological innovation for the general public. Readers turn to it for a deep understanding of how science and technology can influence human affairs and illuminate the natural world. Its readers are not primarily scientists; to the extent that they have technical backgrounds, they read Scientific American for information about areas outside their expertise. In every issue, leading scientists, inventors and engineers from diverse fields describe their ideas and achievements in clear and accessible prose; the work of select journalists rounds out the offerings. The graphics are rich in content and visual style.