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The main thing my developers wanted when I was doing API docs was something searchable. The main thing the marketing guys wanted was something that looked pretty that they could show to prospective API clients. The main thing that users of the product doc I wrote was something they could flip through during installation.
The API docs were created in three formats from a single source file in Help&Manual: an ebook for the developers, a PDF optimized for printing with a nice index, and a PDF optimized for viewing on the screen.
Not sure which, if any, of these groups count as "readers".
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