architecture california the journal of the american institute of architects california council a r cCA professional practice issue 04.1 ❉ The Place of Histories ❉ Readers First ❉ Architecture and Its Value Explained arcCA 0 4 . 1 professional p ractice issue p r e s s c h e c k Co n t e n t Our Humpty-Dumpty Press 10 ❊ Thomas Fisher, FAIA Readers First 14 (No Offense Intended) ❊ John King Architecture and Its Value, 18 E x p l a i n e d ❊ Jeffrey Stein, AIA The Place of Histories 22 ❊ Alan Hess Architectural Magazines 26 in California ❊ Mitchel L. Schwarzer The Architecture Critic: 32 a Survey ❊ András Szántó, Eric Fredericksen, and Ray Rinaldi What’s in Your Pitch Grid? 40 ❊ Pat Reilly Under the Radar 42 Co m m e n t 03 Co n t r i b u t o r s 05 C r e d i t s 4 7 Co d a 4 8 1 arcCA 0 4 . 1 Editor Tim Culvahouse, AIA a r c C A is dedicated to providing a forum for the exchange of ideas among mem- bers, other architects and related disciplines on issues affecting California archi- Editorial Board Carol Shen, FAIA, Chair tecture. a r c C A is published quarterly and distributed to AIACC members as part of their membership dues. In addition, single copies and subscriptions are avail- Peter H. Dodge, FAIA able at the following rates: Wendy Kohn Single copies: $6 AIA members; $9 non-members. David Meckel, FAIA Subscriptions (four issues per year): $24 AIA members; Paul Halajian, AIA $15 students; $34 non-members, U.S.; $38 Canada; $42 foreign. Kris Miller-Fisher, AIA Subscriptions: arcCA, c/o AIACC, 1303 J Street, Suite 200, Sacramento, CA 95814, Eric Naslund, FAIA www.aiacc.org Anne Zimmerman, AIA Advertising: 877.887.7175. Lee I. Lippert, AIA, Ex-officio Inquiries and submissions: Tim Culvahouse, Editor: [email protected]; c/o AIACC, 1303 J Street, Suite 200, Sacramento, CA 95814; 916.448.9082; Design Bob Aufuldish fax 916.442.5346. Bob Aufuldish, Aufuldish & Warinner: [email protected]. Ragina Johnson Aufuldish & Warinner Copyright and reprinting: © 2003 by AIACC. All rights reserved. Reproduction in whole or in part without permission is prohibited. Permission is granted through the Copyright Clearance Center (CCC), 222 Rosewood Drive, Danvers, MA 01923. Production Trudy J. Ung a r c C A is a trademark of AIACC. Lorraine Sacca a r c C A (ISSN 0738-1132) is published by The McGraw-Hill Companies on behalf of Publisher Roylin Downs The American Institute of Architects, California Council. McGraw-Hill and AIACC are not responsible for statements or opinions expressed in a r c C A, nor do such state- California Regional Publisher ments or opinions necessarily express the views of AIACC or its committees. Con- McGraw-Hill Construction tributors are responsible for credits and copyright permissions. Third class postage paid at Salt Lake City. Printed on recycled paper by Banta Book Group. AIACC Lori Reed Director of Marketing and Communications AIACC 2003 Board of Directors AIA Los Angeles AIA San Francisco The American Institute of Architects, AIA Regional Directors M. Charles Bernstein, AIA Ann Crew, AIA California Council Michael M. Hricak Jr., FAIA John R. Dale, AIA Jeffery Heller, FAIA 1303 J Street, Suite 200 Carl F. Meyer, AIA Mehrdad Farivar, AIA Roseanne McNulty, AIA Sacramento, CA 95814 Bruce Race, FAIA Christopher C. Martin, FAIA Beverly Jo Prior, AIA 916.448.9082 R.K. Stewart, FAIA Douglas Brian Robertson, AIA Mark J. Tortorich, FAIA 916.442.5346 fax Associate Directors Thomas R. Vreeland, FAIA Clark Manus, FAIA www.aiacc.org Joan Ferrin, Assoc. AIA AIA Monterey Bay AIA San Joaquin Corbett Wulfing, Assoc. AIA Michael L. Waxer, AIA Arthur T. Dyson, AIA 2003 Executive Committee Student Director AIA Orange County AIA San Mateo County President Deniece Duscheone, AIAS Jeffrey T. Gill, AIA Robert C. Gooyer, AIA, FHFI Robert L. Newsom, FAIA AIA California Central Coast Kevin Fleming, AIA AIA Santa Barbara First Vice President/President-elect Jeffrey J. Emrick, AIA, P.E. Thomas R. Nusbickel, AIA Paul Polrier, AIA David J. Brotman, FAIA AIA California Desert AIA Pasadena & Foothill AIA Santa Clara Valley Treasurer Lance O’Donnel, AIA Kenneth R. Long, AIA Lee Salin, AIA Michael C. Johnson, AIA AIA Central Valley Ara Zenobians, FAIA Steve Cox, AIA Secretary Nicholas D. Docous, AIA AIA Redwood Empire AIA Sierra Valley Anne Laird-Blanton, AIA John D. Ellis, AIA Michael Palmer, AIA J. Anthony Acevedo, AIA Vice President of Donald R. Sharp, AIA Donald C. Tomasi, AIA AIA Ventura County Regulation and Practice AIA East Bay AIA San Diego Howard E. Leach, AIA John C. Melcher, AIA Clarence D. Mamuyac Jr., AIA Jack Carpenter, FAIA Vice President of Legislative Affairs John S. Nelson, AIA Larry Hoeksema, AIA AIACC Staff Eliezer M. Naor, AIA AIA Golden Empire Michael J. Stepner, FAIA Executive Vice President Vice President of Bruce M. Biggar, AIA AIA San Fernando Valley Paul W. Welch, Jr., Hon. AIA Communications/Public Affairs AIA Inland California John P. Grounds, AIA Lori Reed Lee I. Lippert, AIA Pamela M. Touschner, AIA Director of Marketing and Communications Executive Vice President AIA Long Beach Paul W. Welch, Jr., Hon. AIA John Mason Caldwell, AIA Comment In this issue of arcCA, we look at the current state of the architectural press. We’ve sought a variety of points of view, ranging from a critique (by Thomas Fisher, FAIA, former editor of Progressive Architec- ture) of the dominance that our sister McGraw-Hill publication, Architectural Record, enjoys in the The Sea Ranch, Donlyn Lyndon American marketplace, to a history of architectural journals in California, to a “how-to” guide to set- writes, “I have worked in the Delta for ten years, ting up your firm’s media relations strategy. and Delta Primer took me places I hadn’t seen and introduced me to history I hadn’t heard. It’s hard to describe: it’s beautiful artwork, it’s a geographic study of a unique landscape, and it’s a political primer about the future of water and land uses in the State of California.” Available as both a book and a deck of playing cards that allows one to work out for oneself the complex exchange of val- ues required to manage the Sacramento and San Joaquin River Delta, Delta Primer is the tenth Ray Kappe: a Retrospective, 1953-2003, A+D Museum publication of William Stout Publishers (San Fran- cisco: William Stout Publishers, 2003). arcCA does not regularly publish book reviews, but in an issue on the architectural press By the by, if you happen to engage a ven- I thought I might mention three impressive new dor or consultant whose ad you’ve seen in a r c C A , books. Ray Kappe: a Retrospective, 1 9 5 3 - 2 0 0 3 , please mention to them that you saw it here—and published by the A+D Museum to accompany a that you appreciate their support of the maga- recent exhibition, is an elegant and well-illustrated zine. As I appreciate yours. compendium of the work of the founding director Tim Culvahouse, AIA, editor of SCIArc (Los Angeles: A+D Museum Publishing, 2003). For the many of us who have grown weary of the perennial republication of vintage photos (lovely as they are), Donlyn Lyndon’s The Sea Ranch, with over 300 wonderful new photographs by Jim Alinder and essays by Donald Canty and Lawrence Halprin, beautifully brings our under- standing of this seminal coastal development up- to-date (NY: Princeton Architectural Press, 2004). And I am particularly delighted by the publication of Delta Primer, by Jane Wolff, the first fragment of which was originally published in arcCA 00.2, “Common Ground.” As Margit Aramburu, Execu- tive Director, Delta Protection Commission, Delta Primer, Jane Wolff 3 Contributors Thomas Fisher, FAIA, former editor of P r o g r e s s i v e Sara Shreve is studying architectura l preservation as a Architecture, is dean of the College of Architecture and Land- graduate student at Cornell University. scape Architecture at t he University of Minnesota. Jeffrey Stein, AIA, is the architecture critic for Banker + Alan Hess is architecture critic for the San Jose Mercury- Tradesman newspaper, where this past year his work was News and the author of numerous books, including The Archi- awarded a New England Press Association prize. In addition, tecture of John Lautner; Rancho Deluxe : Rustic Dreams and he is a practicing architect and a professor of architecture at Real Western Living; Palm Springs Weekend: the Architecture Wentworth Institute of Technology in B oston. Mr. Stein is a fr e- and Design o f a Mid-century Oasis; Hyperwest: American Resi- quent contributor to Architecture Boston magazine, and he is dential Architecture on the Edge; and Googie : Fifties Coffee a renowned long-distance motorcyclist , currently writing a Shop Architecture. book about BMW motorcycle design. His wife , the art historian Emilie Altemose, reads his work before you do. John King is the urban design writer for the San Francisco Chronicle . He was a finalist for the Pulitzer Prize for Criticism Eric Fredericksen is the director of Western Bridge, a in 2002 and 2003. contemporary a rt space in Seattle. He was a m id-career fellow of the National Arts Journalism program in 2000-2001. Pat Reilly, founder and president of PR & Company, is a communications strategist with more than 15 years of experi- Andras Szanto is deputy director of the National Arts ence directing public relations for politicians, social move- Journalism Program at Columbia University's Graduate School ments , the Fortune 500 , and companies marketing everything of Journalism.