Audience
Message
Backdrop
Venue
Voice
Focused Periodical
Edgy, Challenging
Intense Competition
Unfocused Periodical
Chatty, Clever
Moderate Competition
“The Public Square�
Friendly
No Competition
EventSpecific
Casual
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Bundled
Formal
?
?
Crapshoot
Children
16 - 25 Active
Blue collar Adult Male
Informational
Promotional
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?
PROBLEMS BENEFITS
EVERYTHING ELSE THE READER
end product
production
“comping”
research/ strategy
communication brief
print constraints budget constraints time constraints delivery variables
available talent available resources time constraints
client feedback user feedback
demographics the playing field the product/service history the future mapping
what we’ll do what we’ll charge how much time
?
?
?
?
?
Lifescape Photography Specializing in the interesting and the unusual lifescapephoto.com