What exactly is transmedia storytelling? What are “rabbit holes”? Cheese holes? In Liz Thomson’s interview Alison Norrington, CEO of storycentralDIGITAL, tackles all three while considering the ongoing impact of transmedia storytelling on the publishing industry. “I would like to think… The book might not be the primary platform…” But she’s not optimistic. And she sees the future of transmedia storytelling as platform agnostic. Once again, I’m reminded that gaming is a driving force in this transition.