Several months ago RK wrote about that rag hali's news of the decade: A "new and improved" magazine and website were on the way.
This clarion call, like most other "new and improved" ones RK has witnessed from countless firms wishing to re-invigorate stale products, usually turns out to be far less important than the announcement portends.
And more than sometimes that which is being re-upped and "improved" ends up being either worse than the old or in fact no better.
In this case, as you perhaps have read below (we are republishing those comments we made when we heard the "news") we predicted the same for that rag hali's big news and now that the new "improved" issue of that rag hali is out our prediction is right on.
Our "Is michael franses an honest broker of information" being the first of several articles RK intends on reviewing.
Calling this issue "new and improved" is about as accurate as believing franses' article actually says something important.
There are some cosmetic layout changes but finding the heralded "new editorial approach" escaped RK's purview, and doesn't every issue have the "new articles" mentioned in the "Breaking News" bulletin?
Of course it does; why franses and the dwindling number of minions who toil at that rag hali's office would suggest different is, quite frankly, beyond RK.
As for the new sections? Well, if anyone wants to see franses' idea of turning that rag hali into a 'tribal art' magazine as a good one, then perhaps those "new sections" will be welcomed.
And once again RK believes, no race-fans we know, charging less for the magazine is ridiculous, as the demographic readership profile clearly shows two facts:
1. there is an ever decreasing audience for a magazine focused on antique and historic oriental rugs and related weavings
2. what remains of that audience will gladly pay more for the 'pleasure' of holding that rag hali's glossy pages in their hands four times a year, and giving it to them for less is just plain stupid.
To any savvy reviewer it shows franses does not understand what he is doing, and probably like the captain of the Titanic will go down with the ship because of this.
And where is that wider distribution? So far we have not seen or heard peep about it and any changes or additions to the the hali website are equally invisible.
Lastly, RK also sees removing the parting shots party picture section that has graced the back of each issue of that rag hali for so many years is another miscue and dumb as a box of wet rocks idea.
RK is sure it will be missed by rugDumb's clique of swells and holier than thou hoi polli whose pictures constantly remind one of how poorly most of them are aging.
No, no any real "new improved" that rag hali will need far more effort, and insightful and brilliant effort at that, to turn to the upside its obvious to all sinking fortunes.
"BREAKING NEWS: More HALI for Less
The next issue of HALI (Spring 2013, no. 175), will be new in many ways: a newdesign, a new editorial approach, new articles and new sections, a new website andmore than 25% off subscription rates.
The next issue will benefit from a widerdistribution and will be available to over 10,000 readers."
Ha, Ha; that rag hali's problems are not going to be fixed by a facelift, a "new" website, or "new" sections.
No, not at all.
That's like giving a terminally ill patient a new pajama and ergonomic toothbrush.
What's wrong with those twits?
That rag hali needs to get serious and realize its future is bleak, and "new improved" this or that, usually an aphorism for meaningless improvements, ain't gonna cut it.
And who, pray tell, are those 10,000 readers the trumpeted "wider distribution" will reach?
Guess they're planning to give away 6,000 or more copies, because that's the only way RK will bet they could possibly reach that number.
Oh well, glad RK's ship ain't tied to that rag hali's rusting pier.
And by the way, let RK be the first to inform michael, aka little lord, franses lowering the price is a major stupid move.
Because that rag hali has a core readership of maybe 2,500-3,000 who subscribe, and these folks will pay basically any price to hold it in their hands.
Smarter move would have been to raise the price.
By lowering it dummy franses and company will not attract many new readers. This is for sure and you can quote us.
No, lowering the price will only lower receivables, not increase them, as that core readership will now pay less.
In the good times, now long gone and never to return, a magazine like that rag hali could turn a profit but now it's a new world, and with the drastic shrinkage rug collecting and home decoration buying has experienced and will continue to experience in the foreseeable future there is no room left for a high priced coffee-table mag like it.
Best bet, and here's some more free advice for franses and company, would be to turn that rag hali into an internet only bi-monthly, thereby cutting the cost of producing a magazine which is the major financial drain.
RK believes that rag hali could successfully make the transition and in doing so save itself and, yes, turn a profit.
But since franses has never shown any real business prowess we are sure he is too stupid to realize the merits this suggestion carries.