Content & Experience in a Transmedia World, Brenda Laurel

http://www.newmedia.com/nm-ie.asp?articleID=2468"Content will no longer be associated with a particular media type when this happens, but will be associated across all media types," says Laurel. "Therefore it has to be designed for all media types."
The biggest challenge with developing a transmedia presence, according to Laurel, is recognizing that automated solutions are ineffective because the affordances of different access devices (cell phones, laptop, PDA, etc.) require different design.