Why do researchers turn to unstructured financial text to better understand stock market behavior? How can stock market news reports help to reveal novel events and associated narratives while allowing for unanticipated change and true uncertainty? Chapter 4 discusses the particular features of textual analysis that are attractive to researchers investigating these questions. The benefits of soft information, broader and richer information sets, textual tone, unstructured data, and novel event identification are all discussed within a narratological framework. Focus will be paid to the textual data sources of stock market news reports released by Dow Jones, The Wall Street Journal, Barron's, MarketWatch, and Bloomberg News. Word clouds from Bloomberg News stock market wrap reports based on a lexicon dictionary of unique entities and nonrepetitive events for the last twenty-seven years are presented with accompanying histograms of event frequency. The chapter motivates the benefits from employing the RavenPack news analytics platform featured predominantly throughout the empirical analysis of Chapters 5 through 10 and 12.