the way cd34cms works is that there is a 'content' directory, then templates are generated on a per-site basis. Watermarking content for each site wouldn't really be supported.
Conman does about the same thing.
There are other CMSs that use a gallery.php file to surf the content. Change 1 file, change the entire look, no need to rebuild. You can see the obvious detriments on a site with a lot of content doing sql lookups for every pageview, but, there are benefits.
There are a few schools of thought. Having had to manage a number of different approaches, and seeing the obvious pitfalls, I've come to certain opinions.
Your mileage may vary.
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