A personality that identifies enrichment themes of a document is associated with a reading or mobile computing device. In one embodiment, a personality is associated with a document reference reading device and attached to each document reference recorded by the document reference reading device. The personality and each recorded document reference are transmitted to a meta-document server. The meta-document server enriches document content identified by the document reference in accordance with the associated personality. The enriched document content is then made available to the user of the reading device.