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FPO 10 Step DIY Critique


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View This Presentation fullscreen to learn how you can critique your magazine and improve its design structure, editorial content and overall appeal to your readers.

View This Presentation fullscreen to learn how you can critique your magazine and improve its design structure, editorial content and overall appeal to your readers.

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  • 1. F O R P U B L I C AT I O N S O N LY THE 10-STEP DO-IT-YOURSELF CRITIQUE W O R K B O O K A fresh approach to your magazine begins with new ways to see what’s working— and what’s not. ©2010 AURAS CUSTOM PUBLISHING WWW.AURAS.COM 8435 GEORGIA AVENUE SILVER SPRING, MD 20910 301-587-4300 1 W W W. A U R A S .C O M
  • 2. An expert evaluation of your magazine? Seems like a great idea. There’s valid reason to have industry professionals apply their judgment to aspects of your publication that fit their expertise; but in the end, the results may seem subjective or superficial. At worst, what if a reviewer just doesn’t “get” your title? The value of a critique rests on the credibility of the reviewer, and on a coherent rationale behind the evaluation. Like the blind wise men and the elephant, the focus may be on only one area—like editorial, design, workflow, budget or marketing—resulting in an unbalanced and out-of-context review. A proper evaluation should be based on specific criteria that address all parts of the magazine creative process and conducted by the best evaluation “experts”—the people who know the title most intimately. No outsider knows a magazine like the staff who produce each issue. That’s why this 10-step critique is designed to guide you through evaluating your own publication. Three Big Ideas BIG IDEA 1 Magazines that have applied meticulously to a template that The basis of the critique rests on three distinct and clear “personali- organizes your magazine’s scope into broad ideas about what makes magazines ties” perform better than those easily definable and navigable sections. successful. Even if you don’t agree with that don’t. Branding, a well-defined these ideas, accepting them as valid editorial scope, unique content and a BIG IDEA 3 Interesting approaches criteria can still supply valuable insights, consistent editorial tone are the major to “selling” content enhance a because they demonstrate one approach components of a magazine’s personality. magazine’s readability. How editorial to applying practical ideals that span the Just as you get to know and admire is presented in your publication is just whole creative thrust of a publication. certain people, readers like to “know” as important as the content itself. Your the magazines they read, and that leads cover, TOC and even the openings to loyal subscribers. of departments and features are all valuable opportunities to engage your BIG IDEA 2 Clear structure, con- readers and help them begin to absorb sistency and tight fit ’n finish are the content before they read the first hallmarks of good publications. A sentence of copy. Moreover, less obvious magazine isn’t just words and pictures considerations, like page navigation, on paper; it requires craftsmanship and visual theme and variation, and story attention to detail. Editing, writing, rhythm, are all part of the magazine typography, image, page layout and experience that engages and encourages prepress production each contribute readers to enjoy the entire issue—and to to a finished product. That product come back for more the next time. should reflect sophisticated skills 2 W W W. A U R A S .C O M
  • 3. Evaluate How Well 3. Consistent visual and typo- Your Pub Performs Ultimately, any critique needs to answer graphic language distinguishes the publication. The visual language A magazine the question, “How are we doing and of your publication is created through what can we do to improve?” The 10-Step DIY Critique uses the three the application of a deliberate palette of typographic, color, art and layout choices. isn’t just words Big Ideas above to create criteria Even the most sophisticated or complex for evaluation. The following five performance criteria are at the heart of design needs an underlying aesthetic sense to pull the publication together and and pictures on the critique. make it memorable to readers. 1. The concept fulfills the mission 4. The magazine meets the needs paper; it requires of the publication. Is the scope of and retains the interest of your craftsmanship your magazine fully covered in the primary audience. Change is the content? Does it match the audience only constant for any creative endeavor, and advertising potential that are part of and magazines are no different. the original intent? Finally, is the content Understanding your readers and their structured to keep readers and advertisers alike excited about the magazine as an priorities is key to keeping the magazine fresh and developing a growth strategy. and attention ongoing periodical? To really understand Creating a direct relationship between how well your magazine performs, you need to evaluate your publication not your readers’ expectations and the way the editorial structure and content to detail. only as an issue, but also as a volume. address them over time is the challenge of every periodical. 2. The design and structure com- municate the tone and scope of the 5. Attention is paid to the design publication. Your publication needs to details of your magazine. The second communicate to loyal and new readers Big Idea demands high craftsmanship in alike what it’s all about. The choices in your publication. Typographic styling, structure for the book (grazing section, the fit of images in your grid, even front matter, features, back-of-book the quality of your illustration and the sections) and clear concepts for each of color correction of your photos make these parts—described through depart- a big difference, because readers notice ment titles, heads and decks, and even details that show up on every page. the way things are grouped—are oppor- Sloppy execution, tolerance for error tunities to explain how your magazine and random inconsistency are just bad is important for readers and why they business. Most important, they cause the should continue to subscribe. credibility of your publication to suffer. 3 W W W. A U R A S .C O M
  • 4. Doing the Critique everyone fill in the statement indi- Since this is a do-it-yourself critique, vidually, then compare and discuss the what’s the most valuable approach to results. Choose a master mission state- using this material? ment to use for the subsequent steps by working as a group to craft a document Choose a small team and review that everyone finds appropriate. this document first. Anyone familiar with your publication, from the pub- Score the rest of the steps individu- lisher to a writer to a loyal reader, can be ally. A group dynamic can sometimes on the critique team. It’s best to go over influence scoring. It’s hard to contradict each of the 10 steps first to make sure a publisher or an editor, and the goal of that everyone understands what they are many internal group interactions is to supposed to do. find agreement. That’s not what we want here—not yet, anyway. (See “Now What” Each step begins with a SHORT ESSAY about at the end of the 10 steps.) Score with the AURAS the subject area that explains the ratio- Exclusive Mag-O-Meter nale for the ACTIVITY that follows. The Review the individual scores as a [FPO] Labs has developed this state-of-the-art activity usually involves examining one group at the end of the critique. “instrument” to score each step. (It must be copy of your magazine, but sometimes On page 17, we’ll discuss the best way to accurate because, as you can see, it’s digital.) “Too Little” or “Too Much” can be rated from -10 you’ll need a few consecutive issues. (For conduct the final review of the critique points to -1 point, while “In The Zone” can be Step Two, you’ll need an entire volume to and draft an active makeover document. rated from 1 to 5 points. This makes it hard to count the pages and ads.) The EVALUA- score positive results if there are mixed scores. TION section that follows explains how to How to Score That’s the way it should be. If the scores are use the information you’ve collected to Subjective evaluations are always mixed, there’s no consensus on what constitutes a better product, and that’s the point. arrive at a score. Each step has a SCORING better understood with objective GUIDE to help you get the most from your quantification—so it’s easier to see how critique. We’ve provided a SHORT MISSION you’re doing with a visual scale. In this Too little and too much are both neg- STATEMENT FORM for you to use in this case, though, there’s a catch. When it atives, so it’s more a “sweet spot” that document, but it’s better to make a copy comes to understanding your publication, needs to be hit than a point on a sliding for each member of the critique team. it’s important to see if you’re doing too scale. Evaluate how well your publica- The same is true for the WORKSHEET, little or too much. For instance, using tion finds that “zone.” Doing too little located at the end of the document, a few interesting type families helps to make the publication distinctive robs which you will use to collect information establish identity, prioritize content and the magazine of character; doing too and compile scoring. build navigation through your book. much makes the publication busy and However, too few font variations and the hard to define. Examine each part of Do the mission statement together. book lacks excitement and looks flat; too your publication and critique it on how Everyone should pitch in and create the many and the book lacks identity and well it meets the Big Ideas as expressed mission statement as a group. First, have becomes unfocused and busy. in the five performance criteria. [ƒ] 4 W W W. A U R A S .C O M
  • 5. 1 1.MISSION 2.CALENDAR 3.ISSUE STRUCTURE 4.VISUAL LAYOUT MAKE IT YOUR MISSION The mission statement is the document that puts everybody on the same page. The foundation of every magazine is a clear MISSION STATEMENT. And the ability to critique every magazine is dependent on being able to evaluate how well it meets the criteria of its mission. Using the Short Mission Statement Form The Short Mission Statement is a quick method of describing the purpose and scope of your magazine. As a group exercise, it’s a great way of seeing if everyone involved with your publication is, well, on the same page. 5.COVER The most important elements of any The exercise consists of independently filling out the form, then comparing the results as a 6.CONTENTS magazine are the SCOPE (the range of group and honing a final version that can serve as the bare bones of a longer document. content and the rationale for inclusion), 7.DEPARTMENTS the AUDIENCE (the potential readership It may seem self-explanatory, but here’s what each blank needs: 8.FEATURE TREATMENTS and reason for their interest) and the 9.BRANDING TONE (what defines the unique approach Our magazine, ( MAGAZINE TITLE ) Your magazine name goes here. to the way content is presented). 10.C/P/R is a ( PRINT SCHEDULE ) How often is it published per year? ( MAGAZINE TYPE ) Is it a consumer, business-to-business (B2B), controlled circulation, etc.? ACTIVITY: Completing this Short Mission for ( ADJECTIVE ) ( COMMUNITY ) Describe your audience with an adjective and a simple Statement Form is an exercise in creating demographic. For example, if your magazine were called BusinessWoman your answer a basic set of criteria for your publication might be (adjective) busy (core audience) female executives. Your total potential —just fill in the blanks. The words you audience is your universe; they are a potential part of your community of readers choose—especially the adjectives, which describe the tone of the magazine—are who need ( ADJECTIVE ) Describe the type of content tone in your publication: critical in defining the missing elements. accurate, cutting-edge, secure, safe, out-of-the-box, etc. information on ( ADJECTIVE ) ( PRODUCTS, PROCESSES, ISSUES ). Describe your magazine scope When you’ve filled out the E VA LUAT I O N : with an adjective and a noun. Using the above title again, you might put down (adjective) form to your satisfaction, it’s time to pro- corporate (noun) employment, management strategy, business networking, etc. ceed with the evaluation of your magazine. Compare your Short Mission Statement Unlike ( COMPETITION ), Your closest competitor. If you have none, then list other against the magazine’s content and the sources of similar content that readers might choose instead of your magazine. H O W TO S CO R E: Rate your way that content meets the needs of your our coverage has ( DISTINCT APPROACHES ) How is it different? Be consensus. The easier it is to defined audience. agree on the mission statement, specific: more in-depth, less boring, better researched. the more points you should award. You shouldn’t get any and also has (unique CONTENT AREA[S] ) This is your secondary interest area, which positive score if anyone says, might be a growth direction for your title or an attempt to broaden the scope for more “Oh, so THAT’s what we’re readers. Again, using the above example, you might write fashion, lifestyle, relationship. supposed to be doing.” content that interests ( ADJECTIVE ) ( SECONDARY AUDIENCE[S] ) What kind of secondary audience? Using the above example one final time, you might answer (adjective) ambitious (secondary audience) younger entrepreneurial women. 5 W W W. A U R A S .C O M
  • 6. Short Our magazine, (MAGAZINE TITLE) Mission is a Statement (PRINT SCHEDULE) (MAGAZINE TYPE) Form for (ADJECTIVE) (COMMUNITY) who need information on (ADJECTIVE) (ADJECTIVE) (PRODUCTS,PROCESSES,ISSUES) . Unlike , (COMPETITION) our coverage has ( D I S T I N C T APPROACHES) and also has (UNIQUE CONTENT AREA[S]) content that interests (ADJECTIVE) . (SECONDARY AUDIENCE[S]) 6 W W W. A U R A S .C O M
  • 7. 2 1.MISSION 2.CALENDAR 3.ISSUE STRUCTURE 4.VISUAL LAYOUT CHECK YOUR CALENDAR T poles hold up ent your pub—in a good way. A single issue of your magazine should be representative of all issues of your magazine, but not necessarily exactly the same in length, content or structure. In fact, looking at your magazine as a single Gather a year of issues and count AC T I V I T Y: the total pages and the number of ads in each issue. You can also count the number of copies distributed, as that can be signifi- cant in some publications. Input the figures 5.COVER volume of issues opens up approaches to on the chart below to make a volume chart 6.CONTENTS content that you might otherwise miss. for the year. Readers can be lulled into boredom 7.DEPARTMENTS if every issue has the same rhythm and The more placid your chart, E VA LUAT I O N : 8.FEATURE TREATMENTS similar content. Think of a magazine the less your magazine takes advantage of 9.BRANDING with a static issue map, page count and the benefits of “special” issues. If your chart 10.C/P/R feature structure as a steady but uninter- has two or three spikes generated by special esting beat of a drum. issues that have a greater number of pages The periodical structure of the and/or advertisers, or special distribution to magazine and building an interesting larger audiences, it’s easy to see why those annual cycle allows so much more. issues are often called “TENT POLES”—they Making several issues “special” issues hold up the rest of the year. creates a much more dynamic rhythm in the yearly cycle. Instead of a simple _ _ _ _ cadence, a change-up in the content cre- _ _ _ _ ates a more sophisticated beat, one that _ _ generates anticipation in readers and _ _ _ _ keeps them as subscribers. _ _ _ PAGES _ SPECIAL ISSUES can have franchise con- _ _ _ _ tent (material created for and specifically _ ADS _ reflecting the core mission of the publica- _ _ _ _ tion), special seasonal content, or simply a JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC H O W TO S CO R E: The flatter focus on one topic in a typical issue. your chart, or the more _ _ random the dips and peaks, _ _ _ _ the lower the score. Positive if you are trying _ _ _ _ FLAT FALLS FLAT points are achieved by having to hold your readers through _ _ a few regular “peaks,” which the year. Deliberately designing _ _ in _ _ THE TALLEST TENT POLE should correspond to special issues with different page counts, _ PAGES _ the industry is the Sports issues or content. special content and even expanded _ _ Illustrated Swimsuit Issue. The distribution is a smart business _ _ 2004 issue used other franchise tactic. It encourages readers to _ ADS _ concepts too, like an anniversary renew their subscriptions and _ _ advertisers to go into more issues. _JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV _ DEC theme, a Hall of Fame premise and even a free CD-ROM. 7 W W W. A U R A S .C O M
  • 8. 3 C1 C2 HOUSEKEEPING 1 HOW DOES YOUR PUB SHAPE UP? 2 3 4 5 GRAZING Your issue map should create interest 6 7 and identity, one section at a time. 8 9 10 11 DEPARTMENTS 12 13 1.MISSION Just as variations from issue to issue Two variations on your issue map AC T I V I T Y: ISSUE STRUCTURE 14 15 2.CALENDAR make your magazine more interesting, will help you understand your magazine. should be easily 16 apparent in the variations in the ISSUE MAP give your First, decide how many coherent sections paginated content 17 3.ISSUE STRUCTURE magazine shape and definition. Your your pub has. Easy choices are features chart on the right. 18 19 4.VISUAL LAYOUT publication might have scintillating (A and B features), advertisements, front-of- This magazine A FEATURE 20 has eight distinct 5.COVER content, but if, for example, its structure book, back-of-book, etc., but you could also sections of editorial 21 22 6.CONTENTS consists entirely of eight-page stories in have things like advertorials, grazing sections, and advertising. 23 the same typographic style and layout— classifieds, columns or service sections. Yours could have 24 7.DEPARTMENTS fewer, but too few 25 like many academic journals—the reader Things like the cover, TOC, Editor’s Page and your magazine 26 8.FEATURE TREATMENTS will soon become bored. and Letters fall under the “Housekeeping” has no rhythm. 27 28 9.BRANDING A magazine is like a fine dining rubric. However you define the structure of B FEATURES 29 10.C/P/R experience. We want an amuse bouche your book, include every page. 30 This time, we are making two vertical 31 to get us started, a nice appetizer to 32 add piquancy so we enjoy our entree grids, with each horizontal bar representing 33 all the more. Then, we want to finish a page of the issue. The examples show a 34 35 with something light, sweet or savory typical layout of a 68-page book, with each CLASSIFIED 36 that rounds out our meal. We enjoy the page divided into 6 equal segments to make 37 38 familiarity of the order of the meal, but positioning ads easier. The left chart shows 39 we want to be pleasantly surprised by the amount of space in an issue devoted to 40 ADVERTORIAL 41 what we find, too. each section, and the right shows page-by- 42 Just as the parts of the meal vary in page how material is distributed in the book. 43 44 SIZE, STRUCTURE and INTENT, so should 45 your publication. And, like a meal, the Your book should have clearly E VA LUAT I O N : 46 defined sections and enough of them 47 structure of your magazine should have 48 natural groupings that are clear in scope, to create an interesting rhythm. If your 49 with theme and variation defining each first chart shows too few variations, your 50 51 part. book will be visually simplistic. If there 52 H O W TO S CO R E: If you have are too many, your book will be busy and 53 54 fewer than three sections, award unfocused. This is more easily shown in 55 negative points; if the sections ADS the second chart, where you’ve laid out 56 don’t appear obviously grouped 57 the book in page order. The sections, even in the pagination chart, also 58 award negative points. Positive interspersed with advertising, should still be 59 discernible. As we’ll see next in the critique, 60 points should be given for an 61 issue map with clearly defined each section should have its own unique 62 and positioned sections and a visual navigation and design. 63 bias for coherent editorial pages. 64 C3 C4 8 W W W. A U R A S .C O M
  • 9. STRUCTURE IS DESIGN Lead [ InspI re [ e x p Lo re SEP TEM BER -OC TOB ER 200 9 ST. JOHN SCOUTING MAGAZINE MATRIX 64PP SELF COVER troop 5’s ca campgroun ribbean d JANUARY MARCH APRIL JUNE AUGUST OCTOBER DECEMBER FRONT OF BOOK COVER TOC 2-PAPGES CEO LETTER LETTERS 1 PAGE WHEN WE HAVE ENOUGH SCOUTING MAGAZINE ISSUE MAP/64PP PLUS COVER rg zine .o TRAILHEAD (GRAZING) gmaga coutin The Danger NEWS & NOTES (News Briefs) s Of w w w. s What You Obesity New Scou Can Do DID YOU KNOW? Promisest Handbook Adventure SHOUT OUT! (GOOD NEWS, PAT ON THE BACK) LOL ( 1 or 2 humorous anecdotes, replaces Worth Retelling) EDITOR’S COVER AD WELCOME/ AD AD TOC AD TOC AD GOT TO HAVE IT (single product notice) LETTERS THIS OLD PATCH (collector’s item or interesting background) WAY BACK WHEN (historical tidbit) FRONT 2 3 4 5 6 7 8 9 COVER MARK YOUR CALENDAR COUNTDOWN TO 100 GOOD READ AND/OR WATCH IT NOW (single book or dvd notice) CHIEF’S TRAILHEAD/ TRAILHEAD/ MESSAGE/ AD TRAILHEAD TRAILHEAD AD AD TRAILHEAD AD TRAILHEAD AD MASTHEAD F O B D E PA R T M E N T S ( L E A D E R S ’ R O U N D TA B L E ) Merit Badge Clinic (methods & resources for teaching MBs) 10 11 12 13 14 15 16 17 18 19 What Would You Do? (replaces Front Line Stuff) Cub Scout Corner Advancement Trail or Advancement FAQs ROUND ROUND ROUND Ethics Column (Using Scout Oath & Law in Daily Life) TRAILHEAD TRAILHEAD/ AD TABLE ROUND TABLE AD ROUND TABLE ROUND TABLE TABLE/ ROUND TABLE TABLE/ The Nature of Boys (behaviorist traits, age appropriate) AD AD Q&A Leader Interview (What I’ve Learned) 20 21 22 23 24 25 26 27 28 29 B O B D E PA R T M E N T S “ G R E AT O U T D O O R S ” FIT FOR FUN (health & fitness for outdoor activities GET IN GEAR (specific line for equipment review) ROUND AD ROUND AD ROUND AD ST. JOHN ST. JOHN ST. JOHN ST. JOHN TABLE TABLE TABLE TRAIL TIPS (brief look at hike or river route) SURVIVE THIS DUTCH TREAT (dutch oven recipe) 30 31 32 33 34 35 36 37 38 39 GROUND RULES (best practices camping techniques) FOOD FOR FUEL (camp menu for strenuous outdoor activity) WHERE AM I? (reader contest guesses outdoor location from clues) ST. JOHN ST. JOHN ST. JOHN ST. JOHN ST. JOHN BSA NAT’L BSA NAT’L FAT FAT FAT ESSENTIAL INFORMATION (the planning stage of an outdoor trip) MEETING MEETING CHANCE CHANCE CHANCE MY FAVORITE CAMPSITE (generated by readers) 40 41 42 43 44 45 46 47 48 49 OPCOVER III: COOL CAMPS--SINGLE PHOTO OF BSA CAMP FAT FAT SCOUT SCOUT SCOUT SCOUT SCOUT SCOUT PUMPKIN PUMPKIN CHANCE CHANCE HANDBOOK HANDBOOK HANDBOOK HANDBOOK HANDBOOK HANDBOOK CHUNK CHUNK F E AT U R E S A Feature--New Boy Scout Handbook Debuts 50 51 52 53 54 55 56 57 58 59 B Feature--Scout Leaders Combat Youth Obesity C Feature--Venturing Crew on Chisholm Trail Cattle Roundup D Feature--Boy Scout High Adventure Fishing in Alaska PUMPKIN PUMPKIN OUTDOORS OUTDOORS OUTDOORS OUTDOORS OUTDOORS OUTDOORS/ OUTDOORS OUTDOORS/ CHUNK CHUNK AD AD 60 61 62 63 64 65 66 67 68 69 IN EVERY ISSUE ADS TRAILHEAD FEATURES ROUNDTABLE OUTDOORS 9 W W W. A U R A S .C O M
  • 10. 4 New Enterprise Rural Electric Cooperative, Inc. FEBRUARY 2006 THE OUTSIDE ONE-THIRD RULE When readers flip, they’re looking for something. Are you helping them find it? Battling the 1.MISSION The clarity of your editorial Readers like to flip. Sure, they AC T I V I T Y: BIRD FLU 2.CALENDAR structure is a critical factor in your could use the TOC to find out what’s in reader’s enjoyment of the magazine. the issue, but many of us enjoy thumbing 3.ISSUE STRUCTURE OUTDOORadventures Computer operating system designers through a magazine to see what catches by Marcus Schneck 4.VISUAL LAYOUT How Much Wood COULD spend huge amounts of time getting the our attention. Your magazine should help a Woodchuck CHUCK? 5.COVER “graphical interface” right, and so should the process along. “Imbolc” just doesn’t have the same ring as “Groundhog Day.” 6.CONTENTS your magazine. If you hold your magazine tight in one NAVIGATION and RHYTHM are two hand and flip through the book, exposing If you actually saw a ground- tion held at the mid-point between the SMARTcircuits PLUS Energy atJubilee! the Threshold 7.DEPARTMENTS hog peek out from its hole on Ground- winter solstice and vernal equinox. The by James Dulley only the outside one-third of each page hog Day (Feb. 2), you’re not alone. Gen- pagan Celts believed fair (shadow-pro- critical pieces of engineering that should erally, these supposedly “sleeping” crit- ducing) weather on that day signaled Lookin’ Out (for) My ters begin spending some time please contact your local electric cooperative. while an over- For changes of address, outside more harsh winter ahead, Cherries Roses in Your Noses 8.FEATURE TREATMENTS their burrows this month. cast sky would lead to milder conditions. be built into every magazine. While (with more emphasis on the left pages), Groundhogs are big business in Pennsylvania. In Punxsutawney, Jeffer- son County, folks make a five-day festi- Storm/Screen DOOR Even after the Catholic Church declared Feb. 2 as Candlemas Day—40 days after Christmas, commemorating what do you see? val out of the annual Feb. 2 weather want the save If you to purification of the Virgin Mary and 9.BRANDING visual cues to continuity and structure prognostication offered by the state’s most celebrated woodchuck, Punx- energy, go no further of Jesus in the Temple at presentation Jerusalem—some Imbolc superstitions WHISTLE-PIG WANDERINGS Groundhogs begin to sutawney Phil. than your own front German farmers concluded carried on. door. are design imperatives, rhythm is an emerge from their burrows this month, although While Phil’s prediction on whether or that if the sun made an appearance on 10.C/P/R most will return to their dens for some additional not we will experience six more weeks of Candlemas Day, a burrowing animal— shut-eye before finally moving aboveground for winter provides the coup de grace (for the either a badger or a hedgehog—would Looking at your book, you good by early March. editorial mandate. It’s decided by the E VA LUAT I O N : record, Phil forecasts more winter nearlyIf you are cast a shadow andways six more looking for predict 90 percent of the time), organizers packyour home more energy effi- to make COUNTRYkitchen weeks of bad weather ahead. the week surrounding it with magicand secure, consider adding storm cient When Pennsylvania’s earliest set- ing periods when they are awake. But closer to spring,H a l k e b y K i t t y they begin to emerge. pacing, length and types of stories in the should be able to note clear visual dis- shows, ice sculpting, scavenger hunts, sto- most primary entry doorsin our badger- doors. While tlers—Germans—arrived Most will soon return to their dens for Cheery CHERRY rytelling competitions, kids festivals, sou-airtight these days, creating they deter- are pretty and hedgehog-less region, some additional deep-sleeping episodes venirs, wedding ceremonies, all kinds of air space will further reduce another bur- extra dead mined that the groundhog, before finally moving aboveground for February brings with it tinctions that demarcate different parts. It church and community organization loss by rowing creature, possessed the intelli- energy limiting the amount of good around late February or early department sections and features, and gence needed for fireworks. The event, which celebrated though a storm door may not letters Even its Desserts breakfasts and suppers, sleighoutdoor air that can leak observation. rides, and References in journals and March, when they mate. Observing 32 groundhogs over four Valentine’s Day and George Wash- ington’s Birthday—complete with the legend about how the Father of years, Zervanos learned that males should be abundantly clear when you reach 120th anniversary this year, even inspired same level of weatherstrip- the phrase: contain the datin g to the 1840s recited Young George Washington earlier than females, and then Our Country, as a young lad, the demands for premium advertising ping as your “For as the sun shines on Candlemas a 1993 movie, “Groundhog Day,” starring primary door, it can reduce emerge chopped down his father’s cherry Bill Murray as a Pittsburgh TV weather- pressure and air leakage just by break- until the down “move within a given territory, often vis- Day, so willprobably chopped the snow swirl a tree and “couldn’t tell a lie.” What man who must relive Feb. 2 ining the wind. Also, storm doors will groundhog, upon iting female burrows,” while “females Punx- May.” Folklore held the cherry tree just to get to tend to stay close to their burrows.” the the features. better way to celebrate both events positions, which are often at odds with sutawney over and over again help your primary door hold up longer then crawl until he seeing his shadow, would than with luscious desserts using by juicy fruit. gets it right, ethically and morally.protecting it from harsh hole for another six weeks. back into his weather con- He explains, “For males, these early cherries as the main ingredient? Many groundhog-enthusiast clubs—all direct sunshine. ditions and excursions provide an opportunity to The Real World Doors made of crushed rock and of these to your favorite Serve any Navigational elements, like running heads, claiming to be the first or the best—exist heading out to buy storm Before primary and storm door gets too wide, establish survey the landscape and editorial needs. CHOCOLATE-CHERRY fiberglass offer another option. Because watch his or her face sweetie and across the Commonwealth. Even the make sure your existing entry in comparison convection air females. For females, it is an doors, All of this hoopla pales cold-to-hot bonds with currents will COBBLER they are one-inch thick and light up with a cheery glow. l have a POWERplants Pennsylvania Lottery has jumped onare in goodwhat actually occurs with ground- cups flour your goal of creating amales and doors the to condition. Installing a form, 1-1/2eliminating opportunity to bond with marmot-marketing bandwagon with door over an old,buninsulated,a Mdordead aver- granulated sugar availability.” l grained finish molded right in, scratches hogs themselves. b a r t i n 1/2 gap. assess food y B a r Seldom a your air cup design themes, department titles and story storm its An additional benefit of strong visual KITTY HALKE is a cooking professional and free- animatronic creation “Gus, the second- or back door will do some leaky front age groundhogs just crawl into a den 2 teaspoons baking powder are not very noticeable—a consideration lance writer from rural Pennsylvania. Send recipes and Door Decisions A SENSE of Smell 1/2 teaspoon salt MARCUS SCHNECK , outdoors editor at for doorways that children use quite most famous groundhog in Pennsylva- you will likely be better off through. Instead, good, but and hibernate straight comments to her in care of: Penn Lines, P.O. Box 1266, 1/4 cup butter, The Patriot-News (Harrisburg) and edi- replacing they experience Standard package room temperature nia,” who urges instant-game players to the main door first. a series of torpor and foam or particleboard-filled often. Harrisburg, PA 17108-1266. heads, and decks and blurbs, should be 6-oz. tor of Destinations travel-outdoor mag- semi-sweet chocolate You can also find brands that boast navigational elements is their impact on “Keep On Scratchin.” arousal events. Combination storm/screen doors are aluminum milk doors remain top¡chips 1/4 cup skin sellers azine in Berks County, is the author of According to Stam Zervanos, associ- their reasonable price. While outdoors books The sidelights lock in place your best option for year-round energy be¡cause of sidelights. Digging RosesThe Past savings and comfort—they willbiology at Penn State can cherry pie filling and a contributor to many statecan be removed if you need more In To are red, 1 egg more than two dozen ate professor of block 21-oz. these “simple designs” work great for and and violets are blue,cold ori- visible while you flip. The more attrac- University, and permit back3/4 cup (for screen doors, consider Groundhog Day actually traces its winds during winter groundhogs—for muchdoorschopped walnuts national publications. Youwidth to move large objects in or out of creating a strong IDENTITY for the maga- can reach but they don’t have summer breezes to blow through inburrowsIndur- heavy 23-gaugecombine flour,steel your home. gins to Imbolc, a Celtic fertility celebra- cool the winter—stay in their installing a medium mixing stainless him at The following companies offer summer. Many designs are equipped screen for durabilitybowl, security), you baking powder, and sugar, a scent, like some deadbolt-type latches, eliminating mayMelt chocolatecrumb mixture forms, about the size of peas. Set salt, and Cumberland Wood- butter until a storm/screen doors: tive the elements on the outside third, the P E N N L I N E S • F E B R U A R Y 2 0 0 6 Valentine’s Day means 6 with want to look at over chips high-end models aside. zine, which improves the branding of low heat in a saucepan; add craft, 800-367-1884, www.cumberland- any safety concerns you have roses. Too about sporting decorative stained, floral, and melted chocolate and mix well. milk and egg roses do. bouquets of red Blend chocolate into flour mixture to leaving your primary entry door open often, though, those long- leaded glass for the front door or other into; Emco Specialties, 800- form a batter. Spread cherry pie filling evenly to greased casserole dish. bottom of a 2-quart for airflow. stemmed posies from the main entranceways. Drop chocolate batter over cherries and; Home- 933-3626, greater chance that readers will be intrigued with chopped walnuts. Bake sprinkle the content. After all, if you have great Primary featureslook lovely, in com-not The best and strongestat 350 degrees for approximately 45 min- guard Industries, 800-525-1885, florist to look for but are utes. Serve warm with whipped “fancy” doors bination storm/screen doors are strong at all fragrant. true mortise chocolate cream and; Pella, 800-328- usewith chocolate or joints at the railsor whipped topping and sprinkle shavings. 6596,; and Sugarcreek construction materials and most of us don’t stiles. You can even order them with a Of course, good-quality enough to stop and read the story. These weatherstripping and workmanship. In Industries, 800-669-4711, www.sugar- give a second thought to ros- natural wood surface that can be stained content, you want your subscribers to PENNlines particular, check“smell appeal” because es’ the corner construction or primed by the factory, and with design and how well the glass panels fit. they are grown primarily for brass-plated hinges for an added classy l ER 8 oz. crea CH RY CREAM PIE Big Bad m 1 teaspoo cheese, softened JAMES DULLEY is a nationally syndi- “reader entry points” are most effective Twist the door to get a relative sense of looks. And while I have nev- touch. Steel and wrought iron doors also remember where they read it. n vani its rigidity under strong ugly rose, I do pre- look good and—with deadbolt-type locks er seen an winds 1/3 cup lem management expert. You cated energy lla on juice 14-oz.reach him at James Dulley, c/o Penn can For peak energy efficiency, a storm fer scented ones. door should fit as closeaskyour assembly of into the frame—provide substantial If you to any primary RY CUSTAR Thanks to hard and double-vault pins that fit securely D can sweeten Lines, 6906 ed Drive, Cincinnati, 48-oz. can Royalgreencondensed drained swe milk (NOT when positioned where they can be seen, in CHER 2, 8-inch OH 45244. graham crac et cherries (not che evaporated milk) door as possible. If space between the best- security. rosarians for a list of the ained) smelling varieties, many willr cherries (dr and 1/2 cup gra lessons learned nulated sugar Blend crea ker pie crus ts rry pie fillin g) 1 can sou ated sugar m LO, HOW A ROSE E’REaBLOOMING: cheese, vanilla, 18 L I N to • F E that have won two decades ago, P E N N point E S those B R U A R Y 2 0 granul attract pollen-carrying flies, medium mix lemon a standard placement that the reader quick- 1 cup 0 6 flour Some roses varieties are strong ing bowl until crea juice, and condense into each the American Rose Society’s poonsjust downright stink! 2 tables pie crust and my. Pour half d milk in Top each pie enough that a single bloom can fill refrigerate of the mix Bird Flu Gamble Award such aswater two with k 1 pint mil Different Strokes hybrid teas, “Chrysler Imper-spoon salt arch Pennsylvania stands you must approach closely and itional hou unti an entire room; someat least an add half of the canned l firm, at least 2 hou are so subtle cher r before serv ries and refriger rs. ture 1/2 tea ly learns to anticipate. ial” and “Fragrant Cloud,” the poons cornst man’s fragrance While one ing. Serve ate for well prepared to deal H O W TO S CO R E: The easier 2 tables breathe deeply, and then hope for cold. old-fashioned damask “Ispa- yolks may be another’s stench, just the right nulat- conditions or climatic 2 egg butter han,” or the miniature 1 tablespoon illa some commonly there are time 1 cup gra l and stir of day.little teaspoon van with the possible agreed upon “nice” m mixing bowbine flour and cherries. floral a Finally, readers should see clear design “Scentsational.” it is to see each discrete 1 diu in a me , com d scents—roses, lilacs, honey- to the sugare lding. Inof the valley. Some rose lovers prefer ined cherries s. In a small cup add wonderful lily a sca Place dra into thelavender, nicotiana, salt; bring to egg yolks species, like complex bouquets. sugar makearrival of a potent rrie suckle, che a thin paste, add sweet to k in a clove pinks, and and More exotic ar, and “Zephirine Drouhin,” for ed er togetheralyssum,saucepan granulated sug illa. Once butcitrus blossoms, jasmine and ter re. has section, and the more editorial and an editorial theme and variation that wat ce mil cup van peratu by Peter Fitzgerald bowl, mix include k. and clove. Other types boast small must alsoscalded mil spring let new “bird flu” example, blends apple, rose, Set aside. Pla cornstarch, 1/2 Stir in butter andken well astem and mockorange. Such a list s and as at room tuberoses and gar- thic denias, generally rank high add to e over cherrie information that can be er; a perfume described as eithertogeth , pour mixtur flowering trees, such as the on most people’s “sniffer lted underlie the structure of the book. Similar spicy, sweet, or with fruity me aptly named “SugarTyme” scale.” Scented geraniums The entrance to Earl Parsons’ undertones or overnotes. at a cost reaching $70 million. also remain a time-honored Other checks Parsons has instituted crabapple. Personally, I like gleaned from the outside one- farm in rural Huntington County sports include rodent stations language con-N E S twoFdaffodils,Y“Thalia” and sent Pennsylva- collectible) source While such around N N L I 28 PE barns, • The staggering losses EBRUAR 1006 (and highly jures up images footgear, and “Petrel,” along with big, bold, of fragrance, too. (Thank story types should have similar treatments, a sign-in sheet—one of several biosecuri- disinfectant dip pans forof fine wines nia’s poultry industry reeling. Egg prices rather than scents, rose Parsons and strong Dutch hyacinths. costs to con-we can grow these an upgraded ventilation system. aro- increased 30 percent. Total goodness third, through heads, decks, ty measures that Parsons, a Hunting- don-based Valley Rural Electric Cooper- also houses the turkeys in threeSome mas are hard to define. differ- sumers reached $350 million. Many as container plants Herb gardens offer anoth- beauties are strong indoors, away from er terrificwere devastated. ent barns—always enough that a sin- farms source of smells, and keep them from year to and feature stories should be clearly priori- ative director, has adopted to protect his images and navigation, the contact with wild birds. an entire gle bloom can fill although despite the calamity, theyear like old friends.) Yet often the foliage industry flock of 36,000 turkeys. room; some are so subtle that needs bruised first. So tramp Parsons’ actions are commonplace bounced back. Today, Pennsylvania Memorable garden aromas BARBARA MARTIN , Pennsylvania poultry farmers, the for you must approach closely that thymefarms generate $700 million in poultry and oreg ano do not always come from more points you should award. tized in each issue. who says she began revenue per year, second only to dairy alone. I can still recall result ofand breathe deeply, and stem an underfoot, disturb clumps of processes developed to then flowers gardening as a hobby hope for influenza that devas- chives edging in terms of raw economic out- of raspberries outbreak of avianjust the right climat- operations the walk, and the fullness “too many years ago tated the state’s agricultural community pick bits of basil, tarragon, ic conditions or time of day. put. Nationally, the Commonwealth ripening in the sun and the to count,” currently A few roses remain pri- works for the National 1983-84. When a mild strain of the from ranks third in egg production and fourth of crushed juniper- mint, lemon grass, dill, and sharp tang “bird marily fragrant only at in April parsley. Pungent chicken production. from my childhood. Gardening Association as a horticulturist. flu” was initially detected night in non-broiler rosemary berries A former member of Gettysburg-based 1983 in Lancaster County,pollinated because they are few alarm and juniper offer balance to this turn- Christmastime, we all “Pennsylvania achieved And at would find lots of information thearound by creating the necessary to experience the distinc- Adams Electric Cooperative, her articles were raised. There are even bells by moths. sweetness of traditional get biose- A FLIPPER By those that, due to the need to appear in magazines and on the Internet. October, however, the virus had violets, sweet peas, or the curity procedures to prevent another tive scents of pine or fir. l changed into something highly patho- bird flu disaster from happening again,” on the outer parts of these pages from 16 PENN LINES • FEBRUARY 2006 genic and lethal—a real “bird plague” (but one that did not affect humans). says Dr. Paul Knepley, director of the state Bureau of Animal Health and PennLines, an electrical co-op magazine. Scores of chickens, turkeys, and guinea fowl in south-central Pennsylvania died as the rapidly expanding disease pro- Diagnostic Services. “Today, we are a national leader in avian influenza pre- paredness—more tests are performed on duced mortality rates near 90 percent. Pennsylvania poultry than in any other 10 As avian flu rolled over into neigh- state. I believe it would be hard to find PHOTO BY PREA boring states—unsuspectingly carried by live poultry at lower risk for avian W W W. A U R A S .C O M feed trucks, starlings, rodents, and farm- influenza anywhere in the world.” ers themselves—a task force of more than 500 federal and state officials New Bird Flu Worries “Certain diseases can be carried on descended on the Mid-Atlantic region in The emphasis on poultry biosecurity has clothing, equipment, shoes, or vehicle an effort to contain the damage. A state gained added significance recently as tires,” he comments, “so restricting and of emergency was declared and workers government, public health, and scientific monitoring traffic becomes key to cur- began carrying out a massive eradica- leaders grapple with a new strain of tailing an epidemic. Should infection tion program, destroying entire flocks. highly infectious bird flu emerging out of occur, I can use the sheet to help trace Over the next two years, 17 million birds Asia. First identified in 2003, the deadly
  • 11. 5 1.MISSION 2.CALENDAR 3.ISSUE STRUCTURE 4.VISUAL LAYOUT A TEMPTING COVER TEMPLATE Branding, promotion and personality make a good cover—if they’re consistently good. Magazine covers have three important functions: branding the publication, describing the scope and audience of the magazine, and delivering compelling reasons for a reader to look inside a Use two consecutive issues of AC T I V I T Y: your magazine to find common elements that are the basis of your template. The covers should share obvious things, like the same nameplate, but also have similar type BIG HEAD N A M E P L AT E 5.COVER particular issue. treatments and position, use of secondary 6.CONTENTS The NAMEPLATE is clearly a major branding and marketing elements, and an FRANCHISE GRAPHIC T R AV E L P H OTO branding element, but the TEMPLATE as obvious cover concept strategy. Coverlines 7.DEPARTMENTS a whole also conveys a strong identity. should have a direct relationship to mission 8.FEATURE TREATMENTS 2 N D F E AT U R E S Creating good covers is a matter of goals of the magazine. 9.BRANDING creating a strong template on which to 10.C/P/R work theme and variation. Nowhere else is the too-little, E VA LUAT I O N : The cutlines and coverlines should too-much critique more obvious than with not only reveal what’s in a particular your cover. Too few elements in your tem- “A L S O ” B L U R B S issue, but also help a new reader under- plate and the cover is generic; too many stand what the magazine’s scope is all elements and the cover is a busy mess that about and convey the publication’s tone. readers find hard to remember for content Here again, the template is important. or branding. A limited (but not necessarily SECONDARY HEADS Regular ornamental, typographic and sparse) palette is the key to success, both color styles brand the publication and typographically and ornamentally. separate it from the competition. Strong branding includes use of a dra- Compelling covers attract attention matic nameplate, taglines and specific cover with dramatic images and dynamic ideas motifs, such as image insets, skybars, star- that target the magazine’s intended audi- bursts or unusual type treatments. ence. Again, having a templated strategy Evaluating the cover concept is all about for cover images (either in content or the effectiveness of the composition and composition) improves reader recogni- content in compelling readers to look inside. H OW TO SCO R E: Consistency in tion. Visually PRIORITIZING the coverlines Also, how well does the concept fit theme the template every issue gets a also ensures that the magazine delivers and variation against other issues’ covers? positive score, but only if there what the cover promises. are enough template elements to brand your pub. Consistent use THEME & VARIATION are goals of a of unique elements—such as a great cover template. Consistency of typography, ornamentation, positioning logo-like nameplate or exclusive and editorial tone, along with a conceptual ornamentation for borders, or skybars strategy for cover concepts, makes each or starbursts—gets a higher score, as issue strengthen readers’ connection do high-impact cover concepts that with the magazine, even when the trim reinforce the magazine’s mission. size changs, as did the recent issue of National Geographic Traveler. 11 W W W. A U R A S .C O M
  • 12. 6 SEptEMbER-octobER 2009 VolUme 97 • nUmber 4 TOC TIMES THREE Lead [ InspIre [ expLore What better place to 34 st. John the Divine play in the surf than b Y S c ot t DA n i E L S troop 5 of Maplewood, n.J., flies to a Caribbean A great contents page does a lot more than tell a beach on St. John? paradise to camp, hike, and snorkel near some of the most beautiful beaches this side of heaven. Especially when it’s just 100 footsteps 43 Let’s celebrate! from camp. readers where to go—it tells them what to think. b Y S c ot t DA n i E L S Volunteers and professionals gather at the BSa’s annual national meeting in orlando, Fla., to recog- nize outstanding achievements and put the finishing touches on a yearlong centennial celebration. 45 Fat chance b Y M A RY J A c o b S People who recite the Boy Scout oath promise to keep themselves “physically strong.” that goes for adult leaders as well as youth. Find out how you and your Scouts can become fitter and faster—and not miss out on Scouting’s greatest adventures. 50 going by the Book 1.MISSION Your TOC’s least important function The Table of Contents has three AC T I V I T Y: THE bY KEn McALpinE BOY SCO the 12th edition of the venerable Boy Scout Handbook promises important jobs: (1) showing the structure of September•October UT HAN fun and adventure while deliver- 2.CALENDAR is showing readers the page numbers ing lifelong lessons. and in a DBOOK nod to all things digital, the THE BOY SCOUT A GUIDE TO ADVENTURE HANDBOOK , A GUID EBOOK new volume boasts a com- FOR LIF E where stories are located. Its real value the magazine, (2) prioritizing the content to panion Web site with loads of electronic resources. 34554_Cover.indd 1 BSA 3.ISSUE STRUCTURE is serving as a schematic—OUTLINING the show readers what is deemed most impor- 56 gourd to the Last Drop 3/30/09 3:27 PM b Y b RYA n W E n D E L L Smashing pumpkins and physics? Cub Scouts learn about both as they fine-tune homemade catapults and trebuchets 4.VISUAL LAYOUT structure of your magazine, PRIORITIZING tant through least important—and its relative to see which team can hurl the orange fruit the farthest. 16 Trailhead 5.COVER content to show what’s important and value—and (3) promoting the content of the seAn mccAbe 10 Start your journey with a trail mix of news, ideas, and fun 24 issue in the voice of the publication. what to watch MARKETING critical content with compel- VinCE HEPTig Roundtable scouting goes green 6.CONTENTS rIchArD bell got Photos? 10 It is a rare magazine that does all three saving our watery world ling visual and editorial promotion. 20 What I’ve Learned countdown to 100 District commissioner way Back when kelly rodrigue 7.DEPARTMENTS Every Issue well. Some publications have little variety Keep on truckin’ 21 Advancement FAQ’s Weak internal structure and static 8 From the CSE bob mazzuca expresses concern gotta Have it shout out eagle palms, Above and beyond 23 Cub Scout Corner how to Get Up and Go 8.FEATURE TREATMENTS good read in structure to begin with, so their TOC’s about young people’s health and rhythm are readily apparent in a boring the growing problem of youth obesity. Volunteer leaders, he says, can set the example to lead healthy, productive lives. LoL! this old Patch 24 Nature of Boys Just the Facts, Jack 26 Ethics TOC. Clearly, you can’t make an inter- have little to show in that aspect. All the pressure vs. principle 9.BRANDING 32 Boys’ Life Preview Articles scheduled for the september and october issues include: the Outdoors 28 Merit Badge Clinic Dollars and sense more reason for them to do a better job in okpik winter camping program 30 What Would You Do? esting contents page from a poorly at northern tier high Adventure 60 Great Gear When It’s time to settle Down 10.C/P/R base, a whale of a tale about sleeping beauties nature’s largest mammals, and a canoe trip on the suwannee 62 Dutch Treat templated magazine. But that aside, your the other areas. river with Florida troop 188. Dutch oven 101 66 Fitness Train for the Trail 20 70 Trail Tips TOC has other value: Its pages define 72 the st. regis canoe Area 72 Survive This Your magazine should be Fix a tire, even if the relative importance of departments to You’re Flat busted E VA LUAT I O N : 74 Ground Rules bedding Down evaluated on each of the three areas: Without the ‘ow’ features and even one feature to another. 76 Fuel Up Energizer Yummy Structure (1) and priority (2) should be aBout our coVer: troop 78 Where Am I? If you’ve cleverly organized the maga- 5 assistant scoutmaster A mountain oasis Dan Peterson and his son Bryce of maplewood, n.J., 84 Cool Camps the bert Adams scout built into the template and employ con- take a 13-foot Hobie cat for ArthUr GIron zine into editorial “packages” based on reservation in the Atlanta AnDY leVIn a sail on cinnamon Bay in st. John, u.s. Virgin islands. Area council makes campfire programs a big production. Photograph by Vince Heptig. broad categories of your mission or spe- sistent techniques to describe the relative 6 Scouting ¿ september•october 2009 FEBRUARY cific content structures, these packages value of specific stories or sections. Vol. 41 • No. 2 Perry A. Stambaugh The editorial voice (3), or tone of the EDITOR/DIRECTOR OF COMMUNICATIONS 4 should be visually obvious in the TOC. KEEPING CURRENT Peter Fitzgerald ASSOCIATE EDITOR ‘A-Bomb Effort’ Needed to Curb U.S. Appetite for Oil, Governor Says James Dulley magazine, should be obvious in the TOC, Kitty Halke Farmland Preservation Keeps And the space allotted should reflect Barbara Martin Marcus Schneck CONTRIBUTING COLUMNISTS Growing PLUS: Product Watch • February 6 Energy Savers whether through an image cutline or even W. Douglas Shirk their relative importance in the magazine. LAYOUT & DESIGN Vonnie Kloss 6 O U T D O O R A DV E N T U R ES ADVERTISING & CIRCULATION How Much Wood Could a Woodchuck Chuck? use of the editorial voice in the story blurb Penn Lines (USPS 929-700), the newsmagazine Excite the reader with editorial in of Pennsylvania’s electric cooperatives, is pub- Call it a whistle-pig, woodchuck or lished monthly by the Pennsylvania Rural Elec- groundhog, these domestic creatures have tric Association, 212 Locust Street, P.O. Box 1266, Harrisburg, PA 17108-1266. Penn Lines cast a long shadow over our home state. your TOC that goes beyond merely under the titles. The TOC should also helps 145,000 households of co-op consumer- members understand issues that affect the electric cooperative program, their local co- 8 F E AT U R E ops, and their quality of life. Electric co-ops The Tax Man Giveth 8 are not-for-profit, consumer owned, locally reflect branding and identity elements in its This year and next, homeowners can claim abstracting the content in page order. directed, and taxpaying electric utilities. Penn Lines is not responsible for unsolicited manu- federal tax credits for making certain energy- scripts. The opinions expressed in Penn Lines wise improvements do not necessarily reflect those of the editors, typographic, ornamental and image palette. the Pennsylvania Rural Electric Association, or 10 POWER PLANTS Present material in an a more compelling local electric distribution cooperatives. Subscriptions: Electric co-op members, $5.42 A Sense of Smell per year through their local electric distribu- 20 Roses are the most fragrant of blooms, and tion cooperative. Preferred Periodicals postage symbolic of love,Just like love, some are better paid at Harrisburg, PA 17105 and additional mail- format using images, cutlines, pull quotes than others. H O W TO S CO R E: Score ing offices. POSTMASTER: Send address changes with mailing label to Penn Lines, 212 Locust Street, P.O. Box 1266, Harrisburg, PA 17108-1266. 14 SMART CIRCUITS Advertising: Display ad deadline is six weeks Lookin’ Out (for) My in positive numbers only from the stories and even editor’s com- prior to month of issue. Ad rates upon request. Acceptance of advertising by Penn Lines does Storm/Screen Door TWO TOCs for different magazines: not imply endorsement of the product or serv- ices by the publisher or any electric cooper- Energy savings start at your own front door. if your TOC has two of ative.If you encounter a problem with any Your most utilized entrance also lets the warm mentary to convey the value of impor- air out—unless you take measures. Scouting’s contents pages show the product or service advertised in Penn Lines, please contact: Advertising, Penn Lines, P.O. Box 1266, Harrisburg, PA 17108. Penn Lines 14A C O O P E R AT I V E these three elements: reserves the right to refuse any advertising. CO N N ECT I O N tant content. clear structure of the book—grazing Information and advice from your local co-op alng with valuable contact numbers structure, prioritization section, front Community section, 20 COUNTRY KITCHEN Cheery, Cherry Desserts 26 and promotion. TOCs that cover feature, B features and a Board officers and staff, Pennsylvania Rural Electric Association: Chairman, David Wright; Vice Chairman, Tim Burkett; Secretary, Owen The all-american cherry can be the star of lots of delicious meal-enders—these are easy to misrepresent the structure or make and guarantted to please. back-of-book product and skills Miller; Treasurer, S. Eugene Herritt; President & CEO, Frank M. Betley © 2006 Pennsylvania Rural Electric Associa- 22 CLASSIFIEDS fail to promote the content section, and have bright graphics tion. All rights reserved. Reproduction in whole or in part without written permission is prohibited. 26 PUNCH LINES Thoughts from Earl Pitts– that brand the book. By contrast, deserve negative scores. Visit with us at Penn Lines Uhmerikun! Online, located at Yet another faux-redneck humor columnist the PennLines TOC presents a small mines the stereotype for comic gems. plonline.htm. Penn Lines Online provides an e-mail link to Penn 28 RURAL REFLECTIONS book defined by short departments Lines editorial staff, information on advertising rates, contributor’s guidelines, Reader’s Images Our 2005 contest yeilded so many fantastic O N T H E COV E R This rooster is safe, but who knows what the future will and a single two-page feature. and an archive of past issues. images, we needed a few extra months to show them all. bring? Photo by John Loos. FEBRUARY 2006 • PENN LINES 3 12 W W W. A U R A S .C O M
  • 13. 7 1.MISSION 2.CALENDAR 3.ISSUE STRUCTURE 4.VISUAL LAYOUT DEPARTMENTS ON A MISSION Scope, style and substance make the shortest pieces the most critical for your book. Surprisingly, departments are what readers cite in surveys as keeping them loyal and excited about publications. Often, readers recall the department concepts even if they can’t remember List your departments and AC T I V I T Y: critique each on how well it matches an element of the Short Mission State- ment you prepared in Step One. Each department should have a clear scope 5.COVER features from specific issues. If you and concept, and satisfy one or more of 6.CONTENTS think about what defines the publica- these content requirements: EMPOWERING tions you subscribe to, is it often a the community, PRESENTING products 7.DEPARTMENTS department section as opposed to a or practices specific to your publications 8.FEATURE TREATMENTS feature that you find most enjoyable? A scope and SUPPLYING expert voices that 9.BRANDING department may be the first place you are unique to your magazine. 10.C/P/R turn to when an issue arrives. Departments are powerful because, Gauging the success of your E VA LU AT I O N : even more than features, they plug into departments in meeting the mission cri- SPECIFIC MISSION CRITERIA and specifically teria is the start of the evaluation. Are define the publication’s scope. there areas of scope that aren’t covered Departments satisfy the desire for in departments, or departments that have new content and familiarity at the same vague concepts or overly wide scope? time. It’s important to CRAFT CONCEPTS How well do your departments meet the that are strong enough for repeated three requirements presented above? Is there theme and variation; that closely match too much of one, or too little of another? important mission ideas; and that offer Finally, how distinct are the depart- internal variety so each department has ment story styles from one another? its own identity. Rather than repeated prose articles, oth- front Each department should succeed at er formats—like list, Q&A, short profile, mor expert roundtable, critique and step-by- 16 G one or more of these three things: 1) of thehouse M 16 K 18 C providing a sense of community within step how-to—provide a varied edito- H O W TO S CO R E: A unique the readership, 2) discussing esoteric rial package to hold reader interest. concept for each department, products or practices specific to the mis- Irradiation…The Real Battle Begins C O L L E G E S exclusivity of content and the sion and audience, and 3) presenting TARGETED DEPARTMENTS in Food The USDA is finally on deems safe and effective. ers are much more cautious, eye- I S’Cream U. Ice cream is the coolest ball coach Joe Pa- The coach calls the degree to which a department board, but will consumers The real battle is to get pub- ing not only the large up-front scoop on campus terno. “We used to flavor on boxes of call it Peaches and LaVell’sa product oVanilla ice Management, a B2B for the institutional follow? lic acceptance, and manufacturer investment an irradiation facil- F or the latest scoop on creamy exclusive expert critique, criticism and cream, Cream, and when we BYU Creamery. L ast year, FM posed the ques- buy-in of public acceptance. ity would represent at their pro- desserts on college campuses, reflects the mission statement While industry trade associations cessing facilities, but notoriously we checked out the dairy opera- named it after Coach tion, “If Not Now…When?” food service industry, demonstrate the in a cover story about food irra- generally hailed the USDA move mixed consumer attitudes as tions at some universities that pro- Paterno, sales of it rose drama- Joe M evaluation. See Step Ten for more. as long-overdue and an impor- well. Consumers may have been duce their own branded ice cream. tically,” reports Tom Plachak, tor, h diation. Well, the U.S. Depart- all earn positive points. Generic tant step in ensuring a safe food spooked by pronouncements manager. So much so that The ing u value of savvy department concepts ment of Agriculture knocked supply (the Grocery Manufac- from fringe consumer interest Creamery now produces in it? down the last major legal barrier turers of America (GMA) groups about radioactive food (a the favorite year around. says c departments and too-similar recently when it finally gave the Not surprisingly, Peachy HOW in defining the scope of the magazine go-ahead for irradiating un- cooked and some processed red termed it “a powerful weapon [in] America’s food safety arse- nal) the rush to be the first in scientifically nonsensical claim), but their reluctance is hardly set in stone. Given a choice between Paterno is especially popu- close lar on fall football Satur- mon editorial treatments (like essay- meat products by proposing the and creating branding with franchise necessary regulations. The long- delayed move comes years after line with irradated product was more a solitary walk than a stam- irradiation and the prospect of eating meat tainted with poten- days. NICE-TRY FLAVOR: carrot cake. “It bombed,” says Plachak. “I front Mull re-op pede. Food Technology Services, tially deadly pathogens, con- style prose) keep you in the content. Color denotes position in the the other major food safety gov- though at least two companies a Florida-based company already sumers will have to perform a liked it, but the combination with ernment regulatory body, the have announced plans to pro- operating an irradiation facility quick cost-benefit analysis. just didn’t work.” Ice C Food & Drug Administration, duce and sell irradiated red meat book—business management up front AWARDS: Best Ice Cream as Back negative. approved irradiation for the to consumers. to treat poultry and seafood, an- In fact, they may already be nounced it would add beef to its doing that in light of some re- voted by local magazine and AWARD products over which it has full As maddeningly slow as the offerings in early March. These cent high-profile food contami- one of the best 10 places to by W authority—poultry, pork, pro- USDA has been in getting off in purple, food presentation in the back duce and other food categories. So, will irradiated burger pat- the dime, the real battle wasn’t with the Feds, who were even- would in turn be marketed and sold by Colorado Boxed Beef, a nation incidents. USDA esti- mates that more than a quarter “get the scoop” by USA To- day. Dairy Youn in red—and neatly breaks the title’s ties now be rolling off the pro- tually going to get around to ap- major Southeastern beef proces- of Americans would be willing sor/distributor. to purchase irradiated ground The Dairy, University of OPENE duction line at processing plants proving a process most of the However, most manufactur- beef products, while the GMA’s Maryland, College Park by th in mass quantities? Hardly, al- reputable scientific community nameplate into equal editorial packages. Nanny vs. the Killer Tomatoes more optimistic numbers claim 80% would be likely to purchase irradiated product. The Creamery at OPENED: 1920s ANNUAL REVENUES: more than $1 million in 1998 depar foods 13 ANNUA But then, research also showed Penn State University, SOLD IN: bulk (in campus dining If your menu hasn’t been victimized yet, just wait. SOLD I W W W. A U R A S .C O M that New Coke would be a hit University Park and retail outlets); half gallons cream An increasing number of specialized food-related “consumer interest groups” that many in with consumers, and look how OPENED: 1892, one of the largest and a limited number of three froze the foodservice industry see as food “bullies” have attacked milk, peanut butter, high-calorie that turned out. creameries in the U.S. gallon containers. dinin foods, bio-engineered tomatoes, soda pop, chocolate, beef, fast food restaurants, coffee, What ultimately may turn the ANNUAL REVENUES: $2.7 million (in- SCOOPS: more than 400,000 ing c Chinese food and a long list of other targets. It seems that anything is tide—unfortunately—are more cludes ice cream products and scoops sold last year ($1.59 per ice cr fair game these days. incidents like the recent outbreak fluid milk). scoop). Adell’s restaurant in the cal w Excuse us, but would a diet of bread and water be OK? of listeria poisoning from tainted SOLD IN: bulk at PSU’s dining out- student union sells “ The FLAVOR For those who feel a need to vent their frustrations in times like hot dogs that resulted in at least lets, half gallons and 4-oz. nov- Trough,” one giant sundae with vors these, a new organization, The Guest Choice Network, is fighting to 20 fatalities. While irradiation elty cups in PSU c-stores. 12 scoops of ice cream and mul- popu cannot prevent food contamina- SCOOPS: More than 750,000 sin- tiple toppings. LaVe
  • 14. 8 1.MISSION 2.CALENDAR 3.ISSUE STRUCTURE 4.VISUAL LAYOUT OUR FEATURE PRESENTATION A limited palette of visual motifs makes creativity unforgettable. Your feature stories are the heart of your magazine. They’re also least effective at branding the publication when used as a blank slate for design and editorial. Many designers believe that no All of your features should be AC T I V I T Y: recognizable as part of your magazine. Examine features from several issues and note how well they communicate the identity of the magazine. How well do the The more your features have E VA LU AT I O N : characteristics that make them unique to your publication, and the more consistently graphic motifs are used from issue to issue, the more these features will be associated 5.COVER limits should be imposed on the feature headlines, deck blurbs and opening text with your magazine. 6.CONTENTS well when it comes to layout, fonts communicate the point of the story and Presenting features as FRANCHISE and styles. But even though all features also hint at the significance of the story in ONTENT—branded to your magazine and C 7.DEPARTMENTS should benefit from wide creative lati- relation to your publication’s mission? unique to your publication—is important. 8.FEATURE TREATMENTS tude, they still need BRANDING ELEMENTS Are sidebars, pull quotes, illustrations, You’ll enhance your branding by using edito- 9.BRANDING that remind readers what magazine graphics and photography presented in a rial concepts connected to your publication 10.C/P/R they’re looking at. coherent style story-to-story to enhance in sidebars, heads and decks. Simply designing the story is not the branding in the magazine? (That Finally, the greater the impact of your enough. Creating multiple READER ENTRY doesn’t mean they’re exactly alike, but opening page in communicating the VALUE POINTS throughout the story, using reoc- that they share theme and variation on PROPOSITION—why your story demands to curring visual and typographic motifs several reoccurring motifs.) Are any edi- be read—of the story to your readership that are visually consistent with the pal- torial concepts unique to the magazine, through image and editorial presentation, ette used throughout the magazine, and not just the feature? the better your story will engage readers. developing significant sidebar materials will improve the feature. In the most sophisticated feature, the execution of PARALLEL CONTENT gives A CONTROLLED PALETTE readers a choice in the way they read of fonts, colors and grids leaves plenty of room for the feature, allows multiple approaches creativity but provides to absorbing the material, and addresses branding—including the attention-deficit readers. Parallel con- obvious use of the color red—in these spreads tent can be in the form of sequential from Redbook Magazine. H O W TO S CO R E: More than cutlines, an alternate abstraction of the anywhere else, honestly feature’s content or a sequence of con- score feature pages based nected sidebars. on the dynamic impact of the openings, and visual consistency that brands the magazine. Add points for sidebars that add parallel content or reader entry points. 14 W W W. A U R A S .C O M
  • 15. 9 1.MISSION 2.CALENDAR 3.ISSUE STRUCTURE 4.VISUAL LAYOUT WHO ARE WE? Promoting your publication begins on the cover but should extend to other parts of your book. “If I am not for myself, who will be?” said Rabbi Hillel. When it comes to promoting your publication, its goals and its agenda, your magazine should serve as the defining vision for your Celebrating significant publication mile- stones (anniversary, 100th issue, etc.) and repurposing older content (10 years ago in...) are other excellent ways of keeping your publication seated firmly in your 5.COVER readership. Attaching branding to your readers’ minds. 6.CONTENTS vision is as simple as putting your name on the same page, and repeating visual Go through several issues of your AC T I V I T Y: 7.DEPARTMENTS and typographic motifs throughout magazine and look for, count and list these 8.FEATURE TREATMENTS your magazine. things: the number of times your magazine 9.BRANDING SELF-PROMOTION isn’t the same name is used; department, franchise content 10.C/P/R thing as self-aggrandizement. It’s not and ancillary products that are branded to hyperbole to promote your content as the magazine; the number of referrals to exclusive as long as it genuinely reflects your web site; and promotional material for the scope of your magazine and is pre- past or upcoming issues. sented in a unique fashion. In fact, your publication has an obligation to “mark” A confident publication E VA LU AT I O N : its territory by claiming ownership of its assumes the interest of its readership and material. believes that its authority and credibility FRANCHISE CONTENT is the most are enhanced by self-reference. The more obvious application for self-promotion. your publication creates franchise content or Industry lists like the Fortune 500, spe- branded editorial packages that define spe- cial issues like the SportS IlluStrated cific mission goals, the more your reader- Swimsuit Issue, opinion poll results like ship will “bond” with your magazine. the VIllage VoIce Pazz & Jop Poll, and even competition results such as the prInt Regional Design Annual are H O W TO S CO R E: Just all examples of branded content closely having your web site URL associated with particular publications. In on your folios and a web addition, developing a synergy between TOC component gives you a the magazine and ancillary projects, such positive score. Add points for referring to additional content as a web site, books, conferences and EDITORIAL PACKAGES like these from Maxim on your site within stories, and alternate media projects, further enhances make franchise content out of department branding editorial packages the appeal of the flagship magazine. concepts that would seem generic otherwise, with your pub title or as and create feature material that extends beyond BRANDING editorial packages and the printed page. Tighter integration with your exclusive branded content. specific content with your title further web site—such as this prominent web TOC— promotes the vision of the magazine. is a critical part of today’s print strategies. 15 W W W. A U R A S .C O M
  • 16. 10 1.MISSION 2.CALENDAR 3.ISSUE STRUCTURE 4.VISUAL LAYOUT A BALANCING ACT C/P/R can breathe new life into your magazine by extending content and satisfying readers. You have content, but do you have the right content? Here’s a simple technique for evaluating the balance of content in your magazine that can also be an inspiration in the development of Use C/P/R to evaluate your ACTIVITY: magazine, and as a model for improving the issue map and the value of features. COVER: Look through several issues of your • C • C • P title and mark the balance of C/P/R. Both 5.COVER new content that will better serve your mission and your readers. the template and the specific images and • R 6.CONTENTS cutlines matter. Do you meant o always 7.DEPARTMENTS C/P/R stands for COMMUNITY/PRODUCT/ have a “product” or a “community” image? • R REFERENCE and your publication should 8.FEATURE TREATMENTS Have you balanced the story cutlines to give be a deliberate—but not necessarily readers a taste of all three factors? 9.BRANDING 10.C/P/R equal—balance of the three. Your readership demographic, your DEPARTMENTS: Review your departments. Are • C • P actual readers and your reader universe, is they a chosen percentage of each factor? Do the community factor. you use exclusive expert columnists? Do you O SAY CAN YOU C/P/R? Mark your What your book is about, the prod- serve the community with profiles, Q&As covers and your TOC to see how the ucts, processes, issues and ideas that or event reportage? Extra points for entire content in your book balances out. comprise your scope is the product sections devoted to each. factor. FEATURES: Is your well a good balance that Finally, all of the material and exper- is considered or accidental? Do you expand tise that is unique to your pages is the your feature package with content that reference factor. reflects all three factors? For example, in a • R C/P/R is the mirror image of the product review, do you include a sidebar with mission statement in Step One. Your user feedback or a profile of the company? audience, your content and the value proposition inherent in your mission set IMAGINE THAT:To see the value of C/P/R as a guide for improving your magazine, take the balance and drive the scope of your content. Your structure and issue map 10 minutes and use C/P/R factors to brain- • C are built on how the C/P/R factors are storm new franchise content. H O W TO S CO R E: The closer your content matches the balance you elaborated into specific concepts. C/P/R is really a process for E VA LUAT I O N : decide is appropriate for your title, evaluating the balance of content, not set the better your score. The more rules. If your magazine scope and structure you balance stories with expanded content that follows the model, matches your expectation for the balance • C the better your score. Finally, if of the three factors, that’s great. If you are you can think of more than one new idea using C/P/R as a guide, made to realize that changes are needed, • P that is an opportunity to see what areas give yourself a positive score. need content. 16 W W W. A U R A S .C O M
  • 17. NOW WHAT? Now that you’ve finished the There’s a wide disparity in scores. If MAKEOVER critique, the real fun begins. Since everyone has scored the steps one person gives a step a -10 and another gives the same step a 5, there’s clearly a TO-DO LIST individually, it’s time to discuss the huge perceptual discrepancy among the STRUCTURE: results as a group and compare scores. cognoscenti. So, it’s impossible to imagine There are three possibilities, and each what your general readership thinks. tells you something about your magazine, Throw out the highest and lowest your staff and what to do next. scores (just like in the Olympics). If COVER: there’s a difference of more than 5 points The scores are positive. If everyone between the highest and lowest scores, agrees that your publication is doing a group discussion about resolving the something well, that still doesn’t excuse difference should result in an addition to CONTENTS: some discussion on a particular topic. your Makeover To-Do List. Find out what people think would rate Moreover, the fact that a large dis- a 5 on the scale and see if the ROI to crepancy exists is a warning flag about achieve it is worthwhile. the level of communication among your N AV I G AT I O N : staff. Also in question is how effectively The scores are negative. They don’t your publication is evaluated as part of even have to be very negative. If they’re the issue-to-issue workflow. all negative, clearly there’s room for D E PA R T M E N T S : improvement. How negative they are This critique serves as the start of should be a factor in how dramatic the an ongoing discussion about what will solution should be, and how quickly it make your publication better. It doesn’t should be implemented. Group discus- end with the To-Do List. A great start is F E AT U R E S : sion might not lead to an immediate to immediately accomplish one change, solution, but the problem should be no matter how small it may seem. The added to your Makeover To-Do List. longest journey starts with but a single step, and a better magazine begins with E D I TO R I A L M I X: just one improvement. 17 W W W. A U R A S .C O M
  • 18. Worksheet 10-STEP DO-IT-YOURSELF CRITIQUE WORKSHEET Summary The 10-Step DIY Critique Doing the Critique Evaluate how well your publication finds its design “zone.” Too little to make the 1.MISSION Activity: Fill in the Blanks provides a structure for publication distinctive and the magazine has no character; too much and the is a analyzing your publication in (MAGAZINE TITLE) ) (PRINT SCHEDULE) (MAGAZINE TYPE) ) publication is busy and hard to define. order to evaluate the success Examine each part of your publication for of its design and concept in and critique it on how well it extols the (ADJECTIVE) (CORE AUDIENCE—COMMUNITY) ) mission of the magazine in as simple a fulfilling its mission and the theme and variation as needed. who need info on . (ADJECTIVE) ) (ADJECTIVE) (CONTENT AREA) ) needs of the primary audience. Unlike , our coverage is ) (COMPETITION) ) (DISTINCTIVE DESCRIPTION) Rationale Ñ Magazines that have distinct and also has (UNIQUE CONTENT AREA[S]) ) and clear “personalities” content that interest . perform better. (ADJECTIVE) ) (SECONDARY AUDIENCE) ✉ Ñ lear structure, consistency C Scoring Your Publication 2.CALENDAR and tight fit ’n finish are hall- Using the “How to Score” sidebars as a Activity: Chart Your Magazine guide, fill in the boxes with your score for marks of good publications. each step. For each of the following 10 Chart issue size and ad count (or print run) categories, give yourself a grade of -10 and compare to your editorial calendar. Ñ nteresting approaches to I to +5 based on how items conform to _ _ “selling” content enhance each activity, and whether the findings _ _ are positive or negative. The final numer- _ _ a magazine’s readability. ical total isn’t important; the number _ _ of positive and negative scores is. It’s _ _ _ _ hard to score a positive number, so use _ _ the numbers to organize your improve- _ _ ment—the worst numbers first, and the _ _ best numbers next. This might seem odd, _ _ _ _ but the best approach to a better maga- _ _ zine is to eliminate the most egregious _ _ problems, and then work on making the _ _ things you do well even better. 18 W W W. A U R A S .C O M
  • 19. C1 C2 1 2 3 4 3.ISSUE STRUCTURE 7.DEPARTMENTS 5 6 Activity: Chart Structure Activity: Departments 7 8 Divide your magazine into its structural and Mission 9 components: Using each horizontal bar on Create a direct connection between every 10 11 the chart at far left to represent one page, department and the magazine mission. Rate 12 show the percentage each component takes your departments on 1) mission, 2) editorial up in the magazine. Then, fill the other chart 13 14 structure and 3) unique concept. 15 by arranging the sections into page order. 16 We’ve divided each bar into six segments to 17 make it easier to calculate partial ads. If you 8.FEATURE TREATMENTS 18 19 need more pages, copy the chart. Activity: Making More Franchise Content 20 21 4 .V I S U A L L AYO U T 22 23 Find common elements in feature stories: layout types, organizing structure, sidebar Activity: Seeing Divisions 24 concepts. 25 26 27 Hold your publication closed at the spine 28 and flip through your issue, looking only 29 at the outside 3 inches. Flip through the 9.BRANDING Activity: Make Everything 30 31 magazine again and look just at the top 32 half of the outside of each page. Note Self-Promotional navigational items, and list visual cues to the 33 34 Look for self-referential material in 35 magazine sections in terms of image, font your book. How often is your web site 36 37 and position of content. mentioned? Are departments grouped into 38 39 exclusively-branded sections? Are some 40 5.COVER features clearly labeled franchise content? Activity: Diagram Your 41 42 43 44 Cover Template 10.C/P/R 45 Draw on your cover to show how each Activity: The Miracle of Life 46 element serves: 1) the mission of the Look through several issues of your 47 48 magazine, 2) the cover template and COVER: 49 3) the content of the issue. title and mark the balance of C/P/R. 50 51 DEPARTMENTS: Are your departments a 52 53 6.CONTENTS chosen percentage of each factor? Extra points for sections devoted to each. Activity: Marketing 54 55 56 Your Content FEATURES: Do you expand your feature 57 58 Diagram your contents page to show: package with content that reflects all three 59 1) priority, 2) structure and 3) promotional factors? Is your well a good balance? 60 61 elements. Using C/P/R, try to develop IMAGINE THAT: 62 new department ideas in 5 minutes . 63 64 C3 C4 19 W W W. A U R A S .C O M
  • 20. FPO MAGAZINE F O R P U B L I C AT I O N S O N LY [FPO] GUIDE SPRING Redesign Done RIGHT CASE STUDY 2008 Health & UNHappiness Most design magazines make us WRITER’S TEST Don’t BURY the Lead mad. They seem to think of editorial SOS GET CREATIVE Too Much SPACE design as some poor relation to real WHICH WORKS BEST ? Compare 10 Digital Editions design, like logos, annual reports or MAP YOUR MAG Show Readers Where to Go posters. That’s why we started [FPO]— TYPE SECRET Everything Is For Publications Only—because we ISSUE SIX Relatıve believed there ought to be a publica- tion devoted to editing, designing and producing magazines. RE DESIGN Forging Ahead The New Golden Age of Typography Each issue of {FPO] takes a close look at the creative business of publishing, the challenges of change, and the skills and technology that talented editors, writers and designers use every day. AURAS DESIGN For almost three decades AURAS FPO S08FR.indd 1 3/26/08 10:44:38 AM While it is true that we love craft— 100 Tıps to Make bEST TIPS Your Pages Zing Design has been helping publishers great typography, sophisticated design bALANCINg ACT Use CPR to Revive Your Pub find the best solutions for presenting and forceful writing, we aren’t above their content, growing readership and [fPO] quIZ Creativity poking a little fun at the industry and ISSuE SEVEN At Work? LEARNINg forging an integrated identity that the often self-important media giants IS A SNAP Sink your teeth improves the profile of all the parts of who think their titles are the center into this issue their business. of the magazine universe. Informative, We still believe in print, but because opinionated, at times a little snarky, we have always been early adopters of FPO Magazine is designed for people new technologies, we also recognize that who love the creative side of publishing. change brings opportunity. We also believe that some things don’t change. Whatever the platform, communicating your message loud and clear is still the most important part of design. And because we are much more than publication designers, we can help you market, design and present your conferences, build new brands and create strong, unified identity materials. AURAS DESIGN 8435 GEORGIA AVENUE SILVER SPRING, MD 20910 301-587-4300 WWW.AURAS.COM 20 W W W. A U R A S .C O M