According to transactional theory, both the reader and the text play crucial roles in the production of meaning. Meaning is created by a constant transaction between the reader and the text, which employs the text's meaning potential as well as the reader's experiential reservoir. This interaction results in a new interpretation of the text that differs from both the original meaning intended by the author and the previous interpretation. Transactional theory was developed by Jerome Bruner in his book The Process of Reading. Bruner argued that readers constantly compare their own experiences with what they find in a text, interpreting what they find as relevant to themselves. He called this process "reading intelligently." For example, if you are reading about cars in an automobile magazine, you will probably make some comparisons to your own experience with cars. If you find something interesting about automobiles, such as an old car engine design, you could write an article for the magazine describing your discovery and why it is important. Then others who read your article will make different comparisons based on their own experiences, and some may even write their own articles using information in the magazine! Bruner believed this active role played by readers in creating their own meanings helped them understand the text more deeply. He wrote, "Only by comparing our own experiences with those described in the text can we interpret what the author really meant."