If you think of a magazine as like a 
                    person, the design is the clothing and the body language 
                    all wrapped into one.  It's like the body language because 
                    the magazine design sends a signal saying I am friendly 
                    and accessible, or unfriendly and inaccesible; I am 
                    elegant or I'm dull.  I am exciting, interesting or not 
                                 Design is like clothing, because you have to 
                    account for fashion.  Just as we change our clothes and 
                    our wardrobe periodically, magazines have to be 
                    redesigned.  Even good clothes wear out.  The standard in 
                    much of the magazine industry is redesigning every three 
                    or four years.  Obviously, we don't have the resources to 
                    do that.  What we do have to do is redesign periodically 
                    to maintain the interest of those people who are reading 
                    our magazine, and hopefully to evoke interest in those 
                    people who are not reading our magazine. 
                                 We need to make the magazine design more 
                    exciting, more inviting, more accessible and put together 
                    a package that is more attractive to advertisers. 
                                 As I said, fashions change, even trends in 
                    typefaces change and magazines have to change to look 
                    fresh to their readers, otherwise the readers get tired of 
                    them, even if they like the content.  One thing that you 
                    are going to see, you're going to see a lot of type and a 
                    lot of illustrations.  This is a model of what the 
                    magazine is going to look like.  It is not the first issue 
                    of the new design, which will be rolled out in January, 
                    2001.  Some photographs and illustrations you may 
                    recognize because they are from past editions of the 
                    magazine.  Others you may not recognize at all.  They were 
                    from stock photographs held by our design team. 
                                 Some of the headlines you may recognize.  We 
                    took them from past magazines.  With that introduction, 
                    let me begin. 
                                 What you're going to see in general, I'll say 
                    it once, because it will apply to a lot of pages you're 
                    going to see, a design we think is cleaner, more open, 
                    more accessible, and a design that will appear visually to 
                    a large audience. 
                                 This is a typical cover of the magazine.  New 
                    logo using helvetica type, sans serif type, which we 
                    haven't used in a long time on the front of the magazine, 
                    that style of type. 
                                 Notice what's called a deck.  The list of 
                    stories on top of the logo and also more stories listed 
                    down on the side.  We want to try to do two things at one 
                    time, which may be singly contradictory; have the color of 
                    the publication be as strong as it can be and also give 
                    readers an idea of what the content inside is going to be. 
                                 What we're going to strive for every month is 
                    to have as much information on the cover as possible, at 
                    the same time, not detract from the photograph or 
                    illustration.  You'll also notice familiar elements,; the 
                    date, the website, our website, will be much more in 
                    evidence in the magazine.  I'm not sure it's going to be 
                    on the cover every month, but it is on this prototype and 
                    it will be more prominent in the magazine. 
                                 This is what we call our celebrity cover.  
                    The idea of a celebrity cover is not just to put a 
                    celebrity on the cover for the sake of a celebrity.  
                    Obviously, it will be tied to a legitimate story in the 
                    magazine.  We wouldn't put a picture of a celebrity on the 
                    cover unless we had an article inside.  This proved to be 
                    extremely popular in the focus groups, so I include that 
                    in the mix for you. 
                                 And this is what we think of as a situation 
                    cover.  It could relate to an article or even a theme 
                    issue, that is health oriented and this also was very 
                    popular in the focus groups. 
                                 This is the table of contents.  A lot of 
                    things different here.  The first thing you'll notice is 
                    it's two pages instead of one.  It's a spread.  We think 
                    it's easier to read and the focus groups bore us out on 
                                 It uses more photos than we ever used on 
                    contents before, including at least one large photo, which 
                    often may be tied to a cover story.  Various sections, 
                    divisions of the magazine, features, columns and 
                    departments are easily accessible, and we could do this 
                    either right hand or left hand.  We'll probably alternate 
                    in different issues. 
                                 This is an example of some of the magazine's 
                    regular departments.  This is the letter from the 
                    president.  This is an article that actually ran in the 
                    magazine after the last convention.  Again, it's a more 
                    open design.  We see a lot more white space around the 
                    headline.  This is where you get a chance to see the new 
                    body type we are using.  In general, it's a livlier page 
                    and we're going to have tinted boxes along the sides of 
                    the margin. 
                                 This is a typical treatment of a feature of 
                    the magazine.  This is actually a story that ran in a 
                    recent theme issue.  You'll notice here that again there's 
                    a lot more white space, almost the top half of the page of 
                    the right-hand side is white surrounding the headline.  
                    The full page photo on the left, which we have done 
                    occasionally in the past, we're going to try to do it much 
                    more often now with this design.  We think the whole 
                    spread is more inviting, and we want the reader to try to 
                    get into it. 
                                 Another thing, the type begins with a very 
                    large font for the first five lines and then it tapers 
                    down to a smaller font.  That's also designed to entice 
                    the reader to start the article and hopefully with a few 
                    good leads they'll be hooked. 
                                 These are pages 3 and 4 of the same feature 
                    that you just saw.  It is actually on the inside pages of 
                    the feature that we learn some of the more interesting 
                    lessons from the focus groups. 
                                 You'll notice there's more variety on the 
                    page.  We have a blurb in color which uses different type 
                    sizes to attract people.  We have tinted boxes.  We have 
                    photographs.  Just a lot more variety on the page.