A graphic design master’s thesis by Holly Leach fourthnews.com  hollyleach.com
© 2013 Holly Leach
All rights reserved
SCHOOL Academy of Art University STUDENT Holly Leach TELEPHONE 573 489 7263 EMAIL hollyleach@gmail.com WEBSITE hollyleach.com COURSE MFA Thesis INSTRUCTORS Carolina De Bartolo, Dave Gottwald,
Phil Hamlett and Chris Riggs
BOOK TITLE Fourth BOOK SIZE 8 × 10 inches PRINTING AND BINDING Blurb.com PHOTOGRAPHY Holly Leach TYPEFACES Hydra and Periodico SOFTWARE Adobe Creative Suite 6.0
CONTENTS BYLINE 7 BACKSTORY 10 Today, news is nothing but a reaction to demand for facts immediately after they happen in formats that allow for quick comprehension OPPORTUNITY
24
The new definition of news has amplified one of print news sources’ core virtues: to archive and commemorate significant news events SOLUTION 46 Fourth is your complete news journal, bridging the continuity gap between the headlines and the history books EXECUTION 78 The best way to understand Fourth’s contribution to the news media landscape is to view it’s inaugural issue, First Comes Love ACKNOWLEDGMENTS 93
7
BYLINE When I was a girl, there were only two things that I wanted to grow up to become: an Impressionist painter and a Pulitzer Prize-winning author. As I matured, so did my goals: I parlayed my love for writing into a bachelor’s degree in journalism. It was in my first news design class that I realized my passions — words, art and news — were not mutually exclusive. Words and art are the syntactical elements that make up the language of the news. Syntax, or the arrangement of words and phrases to create wellformed sentences in a language, has become a driving characteristic in my design. It’s not hard to see the syntactic visual parallel: graphic design is about arranging words and images to create well-formed messages. Visual syntax not only inspires my design; it defines who I am.
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“PEOPLE EVER CONFUSE WH READ IN NEW WITH NEWS.
Backstory 9
RYWHERE HAT THEY WSPAPERS .”
— A.J. LIEBLING, JOURNALIST
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01
Backstory 11
BACKSTORY Today, news is nothing but a reaction. It’s a reaction to an event, which demands to be communicated to those affected. It’s a reaction to the 24-hour news cycle, which demands immediate notification and continuous reportage of events. It’s a reaction to the rise of scanners, which demands SEO headlines and 140-character limits. Today, news is nothing but a reaction to demand for facts immediately after they happen in formats that allow for quick comprehension. And that’s okay.
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PERFECT NEWS MEDIUMS Television and Internet sources are well suited to accommodate news as reaction; they’re unmatched in providing vast amounts of information with incredible speed. No other communication medium can compare, nor should it. After all, the technological advancements that allow televised and digital communication to operate so wide and fast are responsible for the changed definition of news. The decline of the newspaper is proof of this link. The print journalism industry has been in turmoil for decades. It has been in especially poor shape since the 1990s, when CNN gained prominence and the Internet became more accessible. These developments changed the nature of Americans’ relationship with the news. Thanks to around-the-clock coverage from multiple information sources, they no longer had to rely on a once-daily report from a single authority.
Backstory 13
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Backstory 15
IMPERFECT MEDIUM Ever since, print news has been left in a curious—perhaps even precarious—space. Two of its primary functions, moderating the flow of information and setting the agenda for public discourse, have been rendered insignificant. As a result, its ad-based business model is in a seemingly permanent state of disrepair. Without drastic changes to print journalism’s practices and philosophies, it’s unlikely the medium will survive, much less remain significant. And that could be okay, too. After all, in a world where news is reaction, no communication channels serve the public better than television and Internet.
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Backstory  17
REACTION PROBLEM Problems arise when communication doesn’t develop beyond that first, surface level dispatch of news. Without further inquiry, discussion and education, the collective knowledge never becomes more than a superficial understanding suitable for nothing more than water cooler conversation. Unfortunately, despite their dominance and popularity, television and Internet news sources are ill-equipped to address this issue. Their content may be vast and speedy, but it also is ephemeral, a quality that makes it impossible for the public to dive deep into news.
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“THE NEWS IS AND SO UNEXP DIFFICULT TO EVEN AS WE R
Opportunity 19
SO SHOCKING PECTED IT IS O ABSORB IT, REPORT IT.”
—TOM BROKAW, REPORTING MAGIC JOHNSON’S HIV ANNOUNCEMENT ON NBC NIGHTLY NEWS IN 1991
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02
Opportunity 21
OPPORTUNITY There is inherent value in slowing down the current news cycle and infusing it with some longevity. The whipping pace at which news flows today actually calls for languid introspection after the fact. Essayist Clive Thompson tackled this issue in a 2011 Wired column that argued against the notion that tweets and status updates are completely eroding our collective attention span. “I think something much more interesting and complex is happening,” Thompson wrote. “The torrent of short-form thinking is actually a catalyst for more long-form meditation.”
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Opportunity  23
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Opportunity 25
LAYERED DISCOURSE Thompson’s essay artfully outlines the need for layered communication. It begins with short takes, the barrage of tweets and status updates reacting to a newsworthy event. “Society is just chewing over what happened, forming a quick impression of What It All Means,” Thompson explained. To Brian J. McNely, an assistant professor of English at Ball State who specializes in rhetoric and writing, the process of writing and reading these short takes is a “crucial, everyday aspect of making meaning in the world.” It is from this meaning that long takes are born. A long take is a “deeply considered report and analysis, and it often takes weeks, months or years to produce,” Thompson said. Unlike an instantaneous tweet, it is relevant for years. McNely calls the short take’s impact on the long take sociotechnical notemaking, or “short-form writing work that is typically enacted informally via the technologies of social software, with explicit heuristic, inventional and epistemological implications.”
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Opportunity  27
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Opportunity  29
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COMPLEMENTARY MEDIUMS Thompson’s and McNely’s work highlights the fatal error the print journalism industry committed years ago: It failed to embrace the Internet as a legitimate platform for disseminating news. This failure set up the antagonistic relationship between the three main communication mediums—print, television and digital—that exists today. Thankfully, not all is lost. There is an opportunity to change this relationship into one that is more complementary than competitive. Doing so would add a new, deeper layer to today’s news, one that extends the public knowledge beyond those short takes.
Opportunity  31
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Opportunity  33
PRINT’S POTENTIAL Here is where print news has the potential to thrive. There is a quality of tactile permanence that is exclusive to print news. Information disseminated through radio, television and digital news sources is fleeting. It exists only in the viewer’s mind come commercial or next tweet. Printed information, on the other hand, is immortalized and unchanging the minute ink touches paper. More importantly, the new definition of news has amplified one of their core virtues: to archive and commemorate significant news events. In this arena, television and Internet sources cannot compete with the printed newspaper.
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“THE MEDIUM MESSAGE. TH ARE THE MED
Solution 35
M IS NOT THE HE MESSAGES DIA.”
—DAVID CARR, JOURNALIST
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03
Solution 37
SOLUTION Inspired by the printed newspaper’s unique, untapped ability to extend the news cycle, Fourth was born. Fourth is your complete news journal. It serves as bridge between the headlines and the history books. Fourth solves your confusion and sates your curiosity. By adding a new, deeper layer to the publication of newsworthy information, Fourth has the potential to reinvent the way people us and experience print—and, by proxy, all—news.
38 FOURTH: YOUR COMPLETE NEWS JOURNAL
Solution  39
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“SOMETIMES IT TAKES A FEATURE-LENGTH DOCUMENTARY TO STITCH TOGETHER A STORY WE THINK WE ALREADY KNOW.”
“N
—John Hartl, Seattle Times review of We Steal Secrets: The Story of WikiLeaks
“DO NOT BECOME THE SLAVE OF YOUR MODEL.” —Leonardo da Vinci
“INVERTED PYRAMID ALSO ALLOWS NEWSPAPERS TO GET OUT THE DOOR ON TIME.” —Chip Heath and Dan Heath, Made to Stick
“LET’S BUILD A FUTURE — NOT JUST POLISH THE PAST.”
“THE MEDIUM IS NOT THE MESSAGE. THE MESSAGES ARE THE MEDIA.” —David Carr, “Here the Messages are the Media (Tweet, Tweet),” New York Times March 2009
—Frank Vizzare
“THE TRICK IS TO NEVER MISTAKE THE MESSAGE FOR THE MESSENGER.” —Scott McCloud, Understanding Comics
“THE PUBLIC HAVE AN UNSATIABLE CURIOSITY FOR EVERYTHING.” —Oscar Wilde
“
—
“
“PEOPLE EVERYWHERE CONFUSE WHAT THEY READ IN NEWSPAPERS WITH NEWS.” —A.J. Liebling
“LADY HERS THER PAPER “NOSTALGIA IS A SEDUCTIVE LIAR.” REPLI “WRITING FOR THE WEBSITE HAS FUNDAMENTALLY CHANGED HOW I WRITE IN PRINT.”
—Taneshi Coates, “Some Quick Thoughts on The Atlantic ,” theatlantic.com, May 2013
—George Ball
Solution 41
NO NEWS STORY LASTS MORE THAN 48 HOURS. NEWS IS NO LONGER MEANT TO BE REMEMBERED. IT’S MEANT TO BE ENTERTAINMENT.” —Steve Schmidt (Woody Harrelson), Game Change
“WE ARE A REFLECTION OF THE COMMUNITY AND WE BELIEVE WE CAN STRENGTHEN THAT COMMUNITY. BECAUSE, IN THE END, THE REASON WHY WE’RE HERE IS TO BEING PEOPLE TOGETHER.”
—Leslie Knope (Amy Poehler), “Go Big Or Go Home,” Parks and Recreation
“THE NEWS IS SO SHOCKING AND SO UNEXPECTED THAT IT IS DIFFICULT TO ABSORB IT, EVEN AS WE REPORT IT.” —Tom Brokaw, reporting Magic Johnson’s HIV announcement
“SOMEHOW THIS IDEALIST THAT I HAD MET BECAME SOMETHING ELSE SOMEWHERE THROUGH THE STORY.” —Smart McCarthy, former WikiLeaks volunteer in We Steal Secrets: The Story of WikiLeaks
MIDDLETON … EXERTED SELF TO ASK MR. PALMER IF RE WAS ANY NEWS IN THE R. ‘NO, NONE AT ALL,’ HE IED, AND READ ON.” —Jane Austen, Sense and Sensibility
“THE LURE OF QUANTITY IS MOST DANGEROUS OF ALL.” —Simone Weil
“CUTTING CORNERS IGNORES A FUNDAMENTAL FACT: GREAT JOURNALISM, ON ANY PLATFORM, IS THE SURE HEDGE AGAINST IRRELEVANCY.” —David Carr, “The Fissures are Growing for Papers,” New York Times, July 2012
42 FOURTH: YOUR COMPLETE NEWS JOURNAL
what why how
what why how
bridging the continuity gap between
HEADLINES & HISTORY BOOKS
HEADLINES & HISTORY BOOKS
bridging the continuity gap between the headlines and the history books
what
how
WE HELP NEWSPAPERS REDEFINE THE WAY THEIR READERS EXPERIENCE PRINT—AND, BY PROXY, ALL—NEWS.
NEWS(PRINT) HAS CREATED A 4-PART CONTENT MODEL THAT CAPITALIZES ON NEWSPAPERS’ ABILITY TO EXTEND AND PRESERVE THE NEWS CYCLE.
when
who
NEWS(PRINT) WAS FORMED IN 2013 AS PART OF A MASTER’S THESIS PROJECT.
OUR NEWS PRODUCTS ARE PERFECT FOR THE PROACTIVE AND INQUISITIVE NEWS MEDIA CONSUMER.
where
PLEASE JOIN US ON TWITTER, TUMBLR AND FACEBOOK.
WE EMPLOYED OUR MODEL AT THE SAN JOSE MERCURY NEWS WITH GREAT SUCCESS, CREATING “I … CARE?”
why
TODAY, NEWS MOVES SO FAST THAT IT CAUSES CONFUSION AND SMOTHERS CURIOSITY.
© 2013 news(print). all rights reserved.
assembled in san francisco.
WE HELP NEWSPAPERS REDEFINE THE WAY THEIR READERS EXPERIENCE PRINT—AND, BY PROXY, ALL—NEWS. what
NEWS(PRINT) WAS FORMED IN 2013 AS PART OF A MASTER’S THESIS PROJECT. when
PLEASE JOIN US ON TWITTER, TUMBLR AND FACEBOOK. where
OUR NEWS PRODUCTS ARE PERFECT FOR THE PROACTIVE AND INQUISITIVE NEWS MEDIA CONSUMER. who
© 2013 news(print). all rights reserved.
NEWS(PRINT) HAS CREATED A 4-PART CONTENT MODEL THAT CAPITALIZES ON NEWSPAPERS’ ABILITY TO EXTEND AND PRESERVE THE NEWS CYCLE. how
WE EMPLOYED OUR MODEL AT THE SAN JOSE MERCURY NEWS WITH GREAT SUCCESS, CREATING “I … CARE?” example
TODAY, NEWS MOVES SO FAST THAT IT CAUSES CONFUSION AND SMOTHERS CURIOSITY. why
assembled in san francisco.
Solution 43
what why how
HEADLINES & HISTORY BOOKS
what why how
HEADLINES & HISTORY BOOKS bridging the continuity gap between the headlines and the history books
bridging the continuity gap between the headlines and the history books
WE HELP NEWSPAPERS REDEFINE THE WAY THEIR READERS EXPERIENCE PRINT—AND, BY PROXY, ALL—NEWS. NEWS(PRINT) WAS FORMED IN 2013 AS PART OF A MASTER’S THESIS PROJECT. PLEASE JOIN US ON TWITTER, TUMBLR AND FACEBOOK.
OUR NEWS PRODUCTS ARE PERFECT FOR THE PROACTIVE AND INQUISITIVE NEWS MEDIA CONSUMER.
© 2013 news(print). all rights reserved.
NEWS(PRINT) HAS CREATED A 4-PART CONTENT MODEL THAT CAPITALIZES ON NEWSPAPERS’ ABILITY TO EXTEND AND PRESERVE THE NEWS CYCLE. WE EMPLOYED OUR MODEL AT THE SAN JOSE MERCURY NEWS WITH GREAT SUCCESS, CREATING “I … CARE?”
TODAY, NEWS MOVES SO FAST THAT IT CAUSES CONFUSION AND SMOTHERS CURIOSITY. assembled in san francisco.
what
how
WE HELP NEWSPAPERS REDEFINE THE WAY THEIR READERS EXPERIENCE PRINT—AND, BY PROXY, ALL—NEWS.
NEWS(PRINT) HAS CREATED A 4-PART CONTENT MODEL THAT CAPITALIZES ON NEWSPAPERS’ ABILITY TO EXTEND AND PRESERVE THE NEWS CYCLE.
when
who
NEWS(PRINT) WAS FORMED IN 2013 AS PART OF A MASTER’S THESIS PROJECT.
OUR NEWS PRODUCTS ARE PERFECT FOR THE PROACTIVE AND INQUISITIVE NEWS MEDIA CONSUMER.
where
PLEASE JOIN US ON TWITTER, TUMBLR AND FACEBOOK.
WE EMPLOYED OUR MODEL AT THE SAN JOSE MERCURY NEWS WITH GREAT SUCCESS, CREATING “I … CARE?”
why
TODAY, NEWS MOVES SO FAST THAT IT CAUSES CONFUSION AND SMOTHERS CURIOSITY.
© 2013 news(print). all rights reserved.
assembled in san francisco.
44 FOURTH: YOUR COMPLETE NEWS JOURNAL
Solution  45
NEWSPAPER-INSPRIED LOOK To fulfill this mission, Fourth has developed a content model for an extended and immersive news experience. This framework services journalism that is complete and concentrated, providing readers an in-depth understanding of how a news event impacts their lives. In other words, Fourth will take its time, only reporting on an event after it has developed beyond the standard eight-word headline. Also, Fourth will be intensely focused, providing a comprehensive report on one story instead of several superficial reports on many.
46  FOURTH: YOUR COMPLETE NEWS JOURNAL
CONTENT MODEL To fulfill this mission, Fourth has developed a content model for an extended and immersive news experience. This framework services journalism that is complete and concentrated, providing readers an in-depth understanding of how a news event impacts their lives. In other words, Fourth will take its time, only reporting on an event after it has developed beyond the standard eight-word headline. Also, Fourth will be intensely focused, providing a comprehensive report on one story instead of several superficial reports on many. There are four components to this structure: the flagship printed publication, a digital version of the flagship publication, keepsake collateral and live events.
Solution  47
48 FOURTH: YOUR COMPLETE NEWS JOURNAL
Solution  49
50 FOURTH: YOUR COMPLETE NEWS JOURNAL
TODAY’S NEWS MOVES SO QUICKLY THAT IT CAN CAUSE CONFUSION AND STIFLE CURIOSITY.
IN EACH ISSUE, YOU’LL GET AN IN-DEPTH LOOK AT ONE NEWS STORY, LEARNING WHAT REALLY HAPPENED AND HOW IT EFFECTS YOUR LIFE. FOURTH IS CUSTOM MADE FOR INQUISITIVE AND PROACTIVE MINDS LIKE YOU.
YOU DESERVE COMPREHENSIVE AND COMPLETE NEWS THAT’S INSPIRED BY PRINT, A LONG-LASTING MEDIUM. PREVIEW OUR LATEST ISSUE AT FOURTHNEWS.COM Between the headlines and history books
fourthnews.com
PICK YOUR PLAN AND SAVE EYES-ON EXPERIENCE OUR BEST DEAL !
You’ll get the print and digital news journal. 1 YEAR FOR $48
NAME
HANDS-ON EXPERIENCE You’ll get the print and digital editions and the keepsake gift.
ADDRESS
1 YEAR FOR $80 CITY/STATE/ZIP
ALL-ON EXPERIENCE
EMAIL ADDRESS
You’ll get the print and digital editions, the gift and admission to the live event
PAYMENT ENCLOSED
1 YEAR FOR $100
BILL ME LATER
TODAY’S NEWS MOVES SO QUICKLY THAT IT CAN CAUSE CONFUSION AND STIFLE CURIOSITY.
FIRST COMES LOVE
Celebrating and Continuing the Fight for Equality
COM MAR ING 2014CH
FOURTH IS CUSTOM MADE FOR INQUISITIVE AND PROACTIVE MINDS LIKE YOU.
YOU’LL GET A DEEP LOOK AT ONE NEWS STORY EACH ISSUE. YOU’LL FIND OUT WHAT REALLY HAPPENED, WHY IT MATTERS AND HOW IT IMPACTS YOU.
YOU DESERVE COMPREHENSIVE AND COMPLETE NEWS THAT’S INSPIRED BY PRINT, A LONG-LASTING MEDIUM. SUBSCRIBE NOW AND YOU’LL GET ISSUES COVERING LGBT RIGHTS, THE NSA SCANDAL, THE BOSTON BOMBING AND MORE!
FOURTH: YOUR COMPLETE NEWS JOURNAL. PREVIEW OUR LATEST ISSUE AT FOURTHNEWS.COM
FOURTHNEWS.COM
Solution 51
FEASIBILITY Fourth’s content model is designed to supplement the existing news content available. It does not compete with the free information disseminated on Twitter, websites or television; rather, it expands upon it, giving more information to those who desire it. This strategy of supplementing free content with a “premium” product has proven successful in other media industries. Take stand-up comedy, for example. Instead of eschewing free platforms like social media and podcasts, comedians embraced them as an opportunity to introduce people to their comic voice and sensibility. That’s not to say they’ve stopped making albums or performing, though. “Ultimately, (my podcast) functions as a commercial for various things that I have going on,” comedian Paul F. Tompkins told The AV Club in an interview. The host of the Pod F. Tompkast continued, “As much as I enjoy the freedom of that medium, it really is just to help out with the other stuff where I do make money.” Fourth has learned from comedy’s success and developed its content model accordingly.
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Solution  53
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“THE PUBLIC H INSATIABLE FOR EVERYTH
Execution 55
HAVE AN CURIOSITY HING.”
—OSCAR WILDE, WRITER
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04
Execution 57
EXECUTION The best way to understand Fourth’s value and contribution to the current news media landscape is to view its inaugural issue in action. Titled First Comes Love: Celebrating and Continuing the Fight for Equality, this nearly 100-page book commemorates the U.S. Supreme Court’s June 2013 rulings on same-sex marriage, major victories for lesbian, gay, bisexual and transgender rights. The issue provides context for the occasion and explains that the fight for full LGBT equality is long from over.
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Execution 59
PRINT+DIGITAL FLAGSHIP At the top of Fourth’s content model is the flagship publication. This publication is unlike any print news product available today. Unlike a newspaper or magazine, which cover multiple topics each issue, Fourth’s flagship will cover only one news item. It will report on that topic in-depth, educating readers not only about what happened, but also about how the event impacts life for both the individual and general public. This requires the publication to abandon the traditional daily, weekly or monthly production schedules for print news media. Instead, the flagship will come out on quarterly schedule. Such a slow down is an overt illustration to its commitment to telling a complete story: It gives the news event time to completely develop and affords journalists the time to create a product worthy of its premium price point. The flagship publication will be available in both print and digital formats. It will be ad-free, designed for focused consumption without outside or tangential distraction.
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Execution 61
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Execution 63
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Execution 65
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LIVE EVENT Fourth’s content model extends storytelling beyond the traditional formats. It recognizes that “interactivity” is not exclusive to digital media. Underneath the flagship publication sit two products aimed at connecting the content to the user in his or her daily life. The first is a live event that allows readers to connect with the flagship’s subject in person. In the case of First Comes Love, this event is a same-sex couple’s wedding ceremony. Fourth contacted Amelia Crawford and Lauren Schultz, a lesbian couple and activists for LGBT rights. They got engaged soon after the Supreme Court’s June 2013 rulings and agreed to open their ceremony to Fourth’s readers, allowing them to witness firsthand that “love is love.”
Execution 67
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Execution  69
KEEPSAKE GIFT The second is a keepsake gift that is directly related to the news item covered in the flagship publication. In the case of First Comes Love, this gift is a package of rainbow-colored rice, perfect for tossing at a same-sex marriage ceremony. Grains of rice were dyed the six colors of the gay pride flag: red, orange, yellow, green, blue and purple. Such a playful update on the storied tradition of wishing newlyweds prosperity and luck not only allows users to show support and pride, but also serves as a symbol of the evolution of marriage by merging old and new traditions.
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Execution 71
ACKNOWLEDGMENTS FAMILY Most of all: My father and mother, Fred and Teri Leach, who provided unconditional support and confidence in me. Especially: My sister and brother-in-law, Kirstin and Jon Siegler, who always championed my work. And, of course: My dog, Whistle, who has been content to spend the past four years nestled on my lap, wedged between my stomach and my desk. FRIENDS Especially: Raquel Roman and Stephen McKinney, whose phone calls kept me together when seemingly nothing else could. Also: Mary Kate Lowe, my first friend in this program, whose critique and companionship have been invaluable. And, of course: Emily Brock, Whitney Clark, Laura Donaldson, Andrea Falke, Joel Hawkins, Kristen Libero, Morgan Marcani, Emily Shields, Katie King Rumford and many, many more. INSTRUCTORS Especially: Hunter Wimmer, whose professional, respectful guidance is a principle reason I’m here today. Also: Phil Hamlett and Mary Scott, who both valiantly helped me to get across this finish line. And, of course: Carolina de Bartolo, Dave Gottwald, María Inés Montes, Laura Milton, Bob Slote and Chris Riggs.