The concept is largely determined by the target audience and frequency and method of the distribution. The concept in turn will determine the structure and length of the copy and the ratio between editorial and advertisements if the publication is a commercial enterprise.

The concept will also determine what format the publication takes; a book divided into chapters, a magazine split into sections with separate articles within the sections or a catalogue divided into product types and then individual product models.

The concept will also influence the language, tone and treatment of the copy as well as the overall design including style and direction of photography, style of layout, font type and size and also placement of visuals such as photographs and illustrations. Type and finish of paper and type of binding also differs from publication to publication based on its purpose and target audience; glossy visual-heavy fashion magazines are very different from community outreach newsletters.