'As a reader (and try-hard geek), I’ve been fascinated by all things transmedia for some time. But as a publisher, I have struggled to imagine how hybrid print/digital storytelling in its many forms will enter commercial publishing. How will these transmedia ‘products’ be available to the market? How will they be written and what will the production process entail? What will the supply chain and profit margin look like? Who will actually publish them?' (Introduction)