Storytellers are challenged with capturing the essence of a story and delivering it to their audience in a convincing way. Story elements might include a mood, a subtle emotion or a moment of shock and surprise. Transmedia authors have the same challenges but they face an additional challenge in picking the appropriate channel to deliver their story. Even after an author has crafted a story he or she needs to understand who is listening to those channels and how to engage them. Some recent research on text messaging out of the University of Winnipeg seems to indicate that heavy users of texting channels are becoming shallower. When you think about how carefully a story element needs to be crafted to reach an audience this can have some meaningful implications.