What is the main challenge that authors of routine messages have to overcome?

The correct answer is that readers receive so many routine messages that it is hard to catch their attention.
The main challenge is to create an imaginative message which will stand out from the crowd of other similar messages and attract the readers' attention. It is important to draw their attention to your message if you want to promote it and them to be interested in what you have to say.

Your answer is a distributive