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Percent vs picas (or mm) for Kindle

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For the first time, I want to use a series of mug shots in a book. At present I have them sized 20% wide, height=auto. I appreciate that this can turn out fairly ragged in a K1, K2, or DX Kindle, and perhaps in Apple IOS. What's the best way to go? Shall I ignore the Mobi 7 gang, revert to absolute measure, or futz about with media calls? (I don't like the last because they would require me to have separate builds for Amazon and the rest of the digital world.)

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