Libraries and librarians generally aspire to provide the best services they can to their user communities. But what does that mean? Assumptions about what is needed may not necessarily align with the actual preferences of a given user group. In this column, Seth Quidachay-Swan presents a case study that explores the interaction between time of day and of information delivery. Examining data gathered in a law library environment, the author concludes that modern presumptions about the diminishing need for traditional information services may not allow for effectively managing user expectations.--Editor Since its introduction by Samuel Green in 1876, the reference desk has been a staple of libraries with a dual function of increasing the use of a library's collection and demonstrating the need for the library. (1) By the beginning of the twentieth century, the reference desk became defined by the services provided to patrons to assist them with various types of research. (2) Through the years, libraries have undergone many changes, especially with the advent of the information age. The introduction of virtual reference services has allowed patrons to receive assistance without physically entering a library. (3) The increase in electronic resources has been accompanied by a transformation in how patrons understand the library and the reference desk. While the core of reference services remains largely unchanged (i.e., a librarian interacting with a patron one-on-one to aid in research), advances in technology have greatly altered the circumstances under which this interaction can take place. Historically, reference services were provided face-to-face, but the current availability of mediating technologies (e.g., telephone, email, and instant messaging) has transformed the methods of accessing research assistance. In addition, the rise of technology and the proliferation of electronic communication have also shaped patron expectations about when information and service should be available. If reference desks are only available during business hours, they may no longer be fulfilling the research needs of patrons due to modern presumptions of twenty-four-hour information access. In response to the digital revolution, many academic libraries have extended reference hours and provided more electronic resources. (4) These changes have led some to question whether reference services should adopt a twenty-four-hour electronically supported model. (5) Others have gone further by suggesting that in-person reference services can be replaced completely as the Internet is now the preferred source of information for patrons. (6) MEDIA CHOICE THEORY (MCT) Despite the increase in electronic reference options, other factors may lead to the continued popularity of face-to-face reference contact. Media Choice Theory (MCT) may help explain which attributes influence patrons to choose among possible reference options. MCT was initially developed in the 1970s and 1980s to understand communication by business managers, (7) and it examines the characteristics of technologies used for contact (e.g., telephone), as well as the reasons why people choose one method over another. MCT suggests that people choose their modes of communication based on a number of factors. Early versions of MCT hypothesized that media choice was mostly based upon the ability of the to convey the nature of the relationship between the communicators. (8) Later versions of MCT suggested that media preferences depend on the richness of available options to convey a broad range of ideas, meanings, and emotions through varying levels of language. (9) Research found that face-to-face communication is the richest medium followed by telephone and email. (10) The theory assumes a rational selection process in which users select a media choice based upon the complexity of their message, thus reducing ambiguity in their communication. …