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AURAS
 DESIGN
AURAS
 DESIGN


  ROBERT
SUGAR
USING CPR
   TO REVIVE
    YOUR
PUBLICATION
When redesigning or updating your magazine,


Ancestry
Hot on tHe trail of tHe family outlaw
                     Septembe...
When redesigning or updating your magazine,
                  here’s an interesting approach to finding
                  ...
Three Kinds of Design




Every magazine uses three types of design
elements that make up each issue...
Three Kinds of Design

                                  Concept



This level comprises the issue map and all of
the temp...
Three Kinds of Design

                                  Concept
                      Comprehensives

This is the familia...
Three Kinds of Design

                                   Concept
                       Comprehensives
                  ...
Three Kinds of Design



                 Concept
CPR is all about the concept level. Finding
the right mix of content tha...
Special Advantages of
  Trade, Enthusiast
 & Association Pubs:
Special Advantages of
                     Trade, Enthusiast
                    & Association Pubs:
                  Eso...
Special Advantages of
                     Trade, Enthusiast
                    & Association Pubs:
                  Eso...
Special Advantages of
                      Trade, Enthusiast
                     & Association Pubs:
                  E...
Special Advantages of
                    Trade, Enthusiast
                   & Association Pubs:
                 Esoter...
Special Advantages of
                    Trade, Enthusiast
                   & Association Pubs:
                 Esoter...
What is C/P/R?

C
P
R
What is C/P/R?

Community
P
R
What is C/P/R?

Community
Product or Process
R
What is C/P/R?

Community
Product or Process
Reference
Community
Community
Share an Esoteric Language
         (Argot)
Community
Share an Esoteric Language
            (Argot)


Share Common Environments
  ( W o r k o r P l Ay S PA c e )
Community
Share an Esoteric Language
            (Argot)


Share Common Environments
  ( W o r k o r P l Ay S PA c e )


 ...
Community
      Share an Esoteric Language
                       (Argot)


     Share Common Environments
           ( W ...
Community
      Share an Esoteric Language
                       (Argot)


     Share Common Environments
           ( W ...
Product
Product
           Products
(APPlicAtion, ProDuction, vAlue)
Product
           Products
(APPlicAtion, ProDuction, vAlue)


          Techniques
   (eFFiciency & creAtivity)
Product
                Products
(APPlicAtion, ProDuction, vAlue)


              Techniques
   (eFFiciency & creAtivity)
...
Reference
Reference
    Expertise
(mASterS & heroeS)
Reference
                Expertise
        (mASterS & heroeS)


              Perspective
( r At e , r e v i e W, P ro g ...
Reference
                Expertise
        (mASterS & heroeS)


              Perspective
( r At e , r e v i e W, P ro g ...
Here is a redesign that
uses CPR as the basis for
rethinking the issue map.
Contents                                                                                                                  ...
. . .The departments have    Contents continued from page 11
no structure or organizing
editorial themes that             ...
JANUARY 06
                  VO LU M E 6 5 , N U M B E R 1
                                                               ...
JANUARY 06                 urbanland
                                                                                   96...
develop ments                                                    development now meet criteria set                        ...
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
C/P/R Revives Your Magazine
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C/P/R Revives Your Magazine

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This unique approach to improving the content of your magazine can make any publication stronger and more engaging to its readers.

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Transcript of "C/P/R Revives Your Magazine"

  1. 1. AURAS DESIGN
  2. 2. AURAS DESIGN ROBERT SUGAR
  3. 3. USING CPR TO REVIVE YOUR PUBLICATION
  4. 4. When redesigning or updating your magazine, Ancestry Hot on tHe trail of tHe family outlaw September / OctOber 2006, VOL. 24 / NO. 5 $4.95 U.S. $5.95 caNada here’s an interesting approach to finding the right mix of design and content... Roots to African American Lives How to Tell Your Story Taking Care of the Family Business
  5. 5. When redesigning or updating your magazine, here’s an interesting approach to finding the right mix of design and content... When the Good Die Young DNA Seals the Deal Nature, Nurture or What?
  6. 6. Three Kinds of Design Every magazine uses three types of design elements that make up each issue...
  7. 7. Three Kinds of Design Concept This level comprises the issue map and all of the template elements for type styles, navigation elements and grid use in every issue.
  8. 8. Three Kinds of Design Concept Comprehensives This is the familiar level at which pages of individual issues are designed (using of course the template from the concept level).
  9. 9. Three Kinds of Design Concept Comprehensives Creatives Whatever talent, skills, and idiosyncratic interests designers bring to the pages at the service of the magazine’s branding make up the “creative” level.
  10. 10. Three Kinds of Design Concept CPR is all about the concept level. Finding the right mix of content that creates the most interesting balance of story types among features, departments and special sections make a book have more interesting design.
  11. 11. Special Advantages of Trade, Enthusiast & Association Pubs:
  12. 12. Special Advantages of Trade, Enthusiast & Association Pubs: Esoteric Interest Defines Scope The subject matter is easily defined and the content of the magazine is easy to structure.
  13. 13. Special Advantages of Trade, Enthusiast & Association Pubs: Esoteric Interest Defines Scope Highly Definable, Colluding Demographic The readership is interested in the subject and the subject defines the readership universe, and they are already really interested.
  14. 14. Special Advantages of Trade, Enthusiast & Association Pubs: Esoteric Interest Defines Scope Highly Definable, Colluding Demographic Corollary Advertisers Trades, hobbies, and professions all have easily identified vendors that serve the association or community.
  15. 15. Special Advantages of Trade, Enthusiast & Association Pubs: Esoteric Interest Defines Scope Highly Definable, Colluding Demographic Corollary Advertisers Knowledge Assets Associations and enthusiast groups are composed of many experts and leaders as a matter of definition.
  16. 16. Special Advantages of Trade, Enthusiast & Association Pubs: Esoteric Interest Defines Scope Highly Definable, Colluding Demographic Corollary Advertisers Knowledge Assets Organizational Assets Often these associations create programs and have a history of service that can be mined for content.
  17. 17. What is C/P/R? C P R
  18. 18. What is C/P/R? Community P R
  19. 19. What is C/P/R? Community Product or Process R
  20. 20. What is C/P/R? Community Product or Process Reference
  21. 21. Community
  22. 22. Community Share an Esoteric Language (Argot)
  23. 23. Community Share an Esoteric Language (Argot) Share Common Environments ( W o r k o r P l Ay S PA c e )
  24. 24. Community Share an Esoteric Language (Argot) Share Common Environments ( W o r k o r P l Ay S PA c e ) Share Similar Experiences (ShoP tAlk)
  25. 25. Community Share an Esoteric Language (Argot) Share Common Environments ( W o r k o r P l Ay S PA c e ) Share Similar Experiences (ShoP tAlk) Share Professional Passions ( h i S t o r y, i S S u e S & e v e n t S , F u t u r e )
  26. 26. Community Share an Esoteric Language (Argot) Share Common Environments ( W o r k o r P l Ay S PA c e ) Share Similar Experiences (ShoP tAlk) Share Professional Passions ( h i S t o r y, i S S u e S & e v e n t S , F u t u r e ) Share Exclusivity (uS/not them)
  27. 27. Product
  28. 28. Product Products (APPlicAtion, ProDuction, vAlue)
  29. 29. Product Products (APPlicAtion, ProDuction, vAlue) Techniques (eFFiciency & creAtivity)
  30. 30. Product Products (APPlicAtion, ProDuction, vAlue) Techniques (eFFiciency & creAtivity) Processes ( u n D e r ly i n g t e c h n o l o g y )
  31. 31. Reference
  32. 32. Reference Expertise (mASterS & heroeS)
  33. 33. Reference Expertise (mASterS & heroeS) Perspective ( r At e , r e v i e W, P ro g n o S t i cAt e )
  34. 34. Reference Expertise (mASterS & heroeS) Perspective ( r At e , r e v i e W, P ro g n o S t i cAt e ) Authority (StAnDArDS & leADerS)
  35. 35. Here is a redesign that uses CPR as the basis for rethinking the issue map.
  36. 36. Contents The old contents show a JANUARY 2005 � VOLUME 64 � NUMBER 1 journal archetype with lots of small evenly-weighted Features feature stories. . . 54 Entertaining Destinations M I C H A E L D. B E YA R D An entertainment paradigm seems to have emerged, and it appears to be the real thing. 59 Gaming Retail STEVE BERGSMAN There is still plenty of room for retail on the Strip. 66 Going “Off Mall” 54 BRAD BERTON 59 Entertainment Department store chains are experimenting with a new Strip shopping. futures. format to capture convenience-oriented customers. 74 Lost in Translation Y A R O M I R S T E I N E R A N D N AT H A N I E L P O T E E T E S S A Y : Now is the time to rethink and rearticulate the nomenclature of the retail development industry. 80 Neighborhood Shopping M I C H A E L D. B E YA R D , M I C H A E L P AW L U K I E W I C Z , A N D A L E X B O N D Ten strategies can help rebuild neighborhood retail. 66 New track. SPECIAL SECTION: RETAIL DEVELOPMENT/ SOUTHERN CALIFORNIA AND THE SOUTHEAST 90 Retail Hotspots B E T H M AT T S O N - T E I G Retailers get creative to land stores in an increasingly JANUARY 2005 � $15.00 crowded California market. 92 Heading South B E T H M AT T S O N - T E I G A growing population base in Florida, Georgia, and Alabama piques retailers’ interest. RETAIL FORMATS n INFILL DEVELOPMENT n FINANCE TRENDS n SOUTHERN CALIFORNIA/SOUTHEAST 108 The Debt and Equity Scene ON THE COVER: MIKE SHERIDAN F I N A N C E T R E N D S : With low interest rates, active 90 Photo: Corbis California crunch. lenders, and an improving economy boasting good job growth and reasonable net absorption, 2005 is shaping up to be a unique time in the history of commercial real estate investment.
  37. 37. . . .The departments have Contents continued from page 11 no structure or organizing editorial themes that PUBLI 110 Net Lease Transactions further the magazine RAC rlevit D A R I N L . B U C H A LT E R A N D M I K E S Y E R S EDITO F I N A N C E T R E N D S : More companies could enter KRIS mission or branding. into net lease transactions to restructure real estate assets and capitalize on favorable market conditions. kkess MANA KAR kscha 112 Global Real Estate Securities COPY LEE MENIFEE NAN nstew F I N A N C E T R E N D S : Direct investments in JAME international property markets provide competitive jmull returns, plus variable diversification benefits. D AV drose Departments ART D BETS bvanb 48 16 Point of View India shops. GRAPH The Wal-Mart Challenge ANN Dale Mulartrick and David Silver amor To succeed alongside this category killer requires BYRO sharpened operations. bholl PROD 20 Capital Markets DIAN Managing for the Crisis dsaus Bowen H. McCoy EDITO In uncertain times like these, effort above and beyond CEC the usual must be devoted to strategic thinking. cmine ADMIN 24 At Issue Y VO Eminent Domain in Economic Development ystan Inside ULI Leonard Zax and Rebecca L. Malcolm Are courts going to require a fundamental change in public/private partnerships? ADVER L AU (202- 124 SENIO 32 In Practice CAR Forum Looks at Emerging Land Use Forgotten Urban Land (202- Issues, Impact on Growth Issues Daniel T. Kildee NATIO Using tax foreclosure as a community development (design President's Message: Why Sustainable tool, a new initiative has resulted in the most YA S M Growth Matters Now More Than Ever progressive land banking law in the nation. (202- Energizing Allentown’s Vision ADVER 37 Solution File THO Gladstone Receives ULI Washington Transit Dependent (202- Lifetime Achievement Award William P. Macht ADVER Plus: A child care center and an indoor transit center are UNI (202- � Who’s Who at ULI and the helping to revitalize a blighted neighborhood. ULI Foundation � ULI Calendar of Events 41 In Print, Etc. 46 Developments Volume Urban La bined No 48 Open Portfolio 1025 Th D.C. 20 Upping the Mall Ante Land Ins efit of m Denise Orr tiple cop 5011 or Setting the standard for the next generation of for five t Opinions mall design in India. are thos sarily th 53 This Issue vertisem endorse Land as manusc 122 Community Builders Profile tected b or in any mission 136 Back Page to Yvonn and col
  38. 38. JANUARY 06 VO LU M E 6 5 , N U M B E R 1 urbanland W W W. U R B A N L A N D . U L I . O R G The new design has fewer features divided into a large “A” package 50 A Rude Awakening BARBARA KREISLER 74 Breaking the Cycle of Poverty 87 Keeping Traditions in and smaller “B” stories. It has been five months since Hurricane Katrina devastated the Gulf Coast. Urban Land offers a 24-page special report with an overview, recommendations, and C H A R L E S LO C KWO O D After the outlay of hundreds of billions of dollars to alleviate Highland Park DOUGLAS R. PORTER A small city outside Chicago It makes for a more interesting TOC. . . essays from urban planners, local business leaders, poverty, the question is, why takes big steps to meet developers, architects, and academia regarding the future are these efforts not working? affordable housing needs. of the Crescent City. 90 Toronto in Lights 58 ULI’S 70 Louisiana’s A L B E R T WA R S O N Recommendations Coastal Plight A Hollywood-style megastudio for Rebuilding CHARLES PICCIOLA and media village under New Orleans The future safety of construction in a dead New Orleans cannot be industrial zone on Toronto’s 64 Visions for ensured without rebuilding central waterfront promises New Orleans Louisiana’s wetlands. to kick-start a long-awaited RON NYREN revitalization. Representatives from the 72 Rebuilding academic, development, the Gulf Coast 79 Redeveloping 94 Financing business, and preservation KEVIN SHANLEY Downtown Mixed-Use communities discuss the rebuilding of New Orleans. We must learn from this tragedy, ask the hard PAT R I C I A L . K I R K A shift in the public’s perception Development ALAN GOODKIN questions about rebuilding, of living in high-density urban 67 Operation and move ahead skillfully environments is converging with Efficiently priced capital is Rebirth and quickly. market forces and efforts by local available for well-conceived governments to revitalize cities, projects. P R E S KA B ACO F F Development needs to be creating momentum that is connected to New Orleans’s moving urban redevelopment neighborhoods. forward at unprecedented speed. 68 Rebuilding 84 Resettling in the Soul of Philadelphia New Orleans A DA M G L A S E R WA R R E N W H I T L O C K Science, jobs, and new For New Orleans to be residents are turning rebuilt successfully, it must Philadelphia into one of the be objective about its past. most vital and successful mixed- use urban areas in the country. O N T H E C OV E R : P H OTO : C A D E M A R T I N
  39. 39. JANUARY 06 urbanland 96 Land Writes 96 Preserving Affordable 10 Housing Bro JOHN McCARRON JO When it comes to the future of affordable Toda rental housing, what is new is a national fulfi refocusing on the urgent need to preserve in it what is old. 10 99 Toward a New Discourse STE on Mixed-Use Development The E L L E N B E R KO W I T Z com More needs to be done to offset the an a significant impediments currently interfering and with the creation of these projects on a with communitywide scale. tour . . .As does creating 24 Developments 32 Dialogues 106 ProActive New York City Promotes Green 32 ULI 106 In Practice editorial packages for the Affordable Housing Best Affordable Housing Accommodating Need, Preparing for Growth The Marketing Mix for Mixed Use departments, which help Developments Named M A R I LY N J . TAY L O R KEN BECKER BuildingGreen Announces Tough choices will need to be Not only is the marketing mix 2005 Top Ten Green Building made about what, when, and different, but there also are new “brand” the magazine. Products where rebuilding occurs in market segments that must be New Orleans. reached. Federal Tenants Drive Mixed-Use Redevelopment The Resilient City: 34 Housing 108 Open Space How Modern Cities Raising the Roof in The Value of Urban Recover from Disaster New Orleans Open Space MARK MURO AND RICHARD HUFFMAN B R U C E K AT Z Philadelphia’s Rittenhouse How should the nation go about Square illustrates how urban rebuilding a flood-prone, racially public open space can add divided city of great character and value to adjacent private soul so that it reemerges more properties. inclusive, sustainable, and prosperous than before? 40 Retail The Forgotten Frontier of Retailing Curing Fire Hazards M I C H A E L B E YA R D with Healing Hooves America’s inner-city, minority Washington’s New neighborhoods are still the Mixed-Use Gospel forgotten frontier of retailing. In Memoriam—Longtime ULI Leader Charlie Shaw 42 ULX A New Kind of Aging in Place Retail Look JAMES MIARA 113 Green Use Former D.C. Convention Center Site Transformed Ten remade malls have Greening Downtown Greens into Public Park transformed the role of M A RY VO G E L malls in American society Some cities are striving to make through creative design. their building sites and parks as
  40. 40. develop ments development now meet criteria set power of eminent domain to obtain Finance Commission, which pro- New York City by the Green Communities Initiative, BestAffordable 124 properties. vided $7.8 million in tax-exempt Promotes Green a five-year, $555 million initiative of the Natural Resources Defense HousingProjects The Domingo Viernes Apart- ments, which was chosen best bonds; the Washington Mutual Bank, which provided $4.6 million Affordable Housing Council and the Enterprise Founda- tion to build 8,500 green affordable Named overall affordable housing project in equity for the 4 percent low- in the nation, is the first affordable income housing tax credits; a Seat- New York City is expanding its lead- homes nationwide that promote The Domingo Viernes Apartments, housing project built in the city’s tle Housing Authority deferred loan; ership in green building beyond health, conserve energy, and pro- an abandoned bus storage site Chinatown area in 50 years. The and a Federal Home Loan Bank of commercial construction to afford- vide easy access to jobs, schools, redeveloped into affordable housing $15.4 million development, a proj- San Francisco affordable housing able housing, the occupants of and services. for low-income families and seniors ect of the Seattle Chinatown Inter- program grant. which stand to benefit the most In just one year, Enterprise, in Seattle, won the grand prize in national District Preservation and The winners in the other eight from the associated cost savings which helps build affordable hous- Affordable Housing Finance maga- Development Authority, provides categories were: zine’s inaugural Readers’ Choice housing, a community center, and Awards for the nation’s best afford- l BEST FAMILY PROJECT North Beach a multilingual library in an area able housing developments. Place, San Francisco, California; where 57 percent of the residents Other prize winners include rehabil- developers: Bridge Housing Corp., live below the poverty level. itation projects like the International John Stewart Company, and EM One of the financing solutions Hotel Senior Housing development in Johnson Interest, Inc. came from the Seattle Office of San Francisco, and ground-up proj- Housing’s housing trust fund, which l BEST HOMEOWNERSHIP ects like the Valle del Sol complex in Dupont Commons, city of Savannah, Mercy Housing, sets aside a portion of property PROJECT Stockton, California, which serves Washington, D.C.; developers: and local development partners. taxes for affordable housing projects area agricultural workers. Dupont Washington Interfaith Network, and contributed $2.5 million to the l BEST REHAB PROJECT YWCA, Commons in Washington, D.C., pro- Fort Dupont Resident Council, project. The rest of the funding Boston; developer: YWCA Boston. vides homeownership to first-time Enterprise Homes Inc., and came from a U.S. Bank permanent buyers, while the Folsom/Dore Apart- Nehemiah Homes Inc. l BEST RURAL/FARMWORKER loan; the Washington State Housing ments house the homeless in San PROJECT Valle del Sol, Stockton, Francisco. The distinctive rehabili- The Domingo Viernes Apartments, in l BEST MASTER-PLANNED California; developer: Asociacion tated mixed-use building of the Seattle, Washington, was chosen best COMMUNITY Cuyler-Brownsville, Campesina Lazaro Cardenas. ENTERPRISE COMMUNITY YWCA in Boston provides affordable overall affordable housing project. Savannah, Georgia; developers: l BEST SENIORS’ PROJECT Inter- housing while sharing space with the national Hotel Senior Housing, Boston Lyric Stage, high school class- San Francisco; developers: Inter- rooms, and a restaurant/café. national Hotel Senior Housing Inc. Resources tapped by the proj- and Chinatown Community Devel- and improved health outcomes. The ing, has invested more than ects’ sponsors include federal and opment Center. city’s new green building standards $27 million in grants, loans, and tax state low-income housing tax cred- its, low-interest bank loans, and l BEST SPECIAL NEEDS/SINGLE- set environmentally responsible credit equity in New York City to guidelines for the construction and create more than 470 green, afford- affordable housing loans and grants ROOM-OCCUPANCY (SRO) from a variety of federal, state, and PROJECT Folsom/Dore Apart- renovation of many building proj- able apartments under the Green local agencies. The unique financing ments, San Francisco; developer: ects paid for with city capital funds. Communities Initiative. New York strategies include those of Dupont Citizens Housing Corp. The city’s Department of Housing City–based Citigroup is awarding a Preservation and Development $1.5 million grant, made possible by Commons, which received $3 mil- l BEST URBAN PROJECT Mandela (HPD) recently worked with the New the Citigroup Foundation, to lion in an interest-free construction Gateway, Oakland, California; International Hotel Senior Housing York State Energy Research and Enterprise in support of Green loan raised by area religious lead- developer: Bridge Housing Corp. in San Francisco was chosen best Development Authority (NYSERDA) to Communities. ers, and the Cuyler-Brownsville revi- seniors’ project (above) and the broaden its energy efficiency guide- talization project, which got its start Folsom/Dore Apartments in San when Savannah, Georgia, used its Francisco was named best special lines. About 800 buildings slated for needs/SRO project (top). 24 U R B A N LA N D JANUARY 2006 JANUARY 2006 U R B A N LA N D 25 Each section has its own design theme and variation.
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