News & Events
Mid-America
News
Show
Calendar
State Event Calendars
Regular Features
The
Antique Detective
Antique
Detective Q&A
Common Sense Antiques
Refurnished
Thoughts
Traveling with Ken
Good Eye
Books
for Collectors
Directories
& Classifieds
The
Finder: Unique Shops
Lodgings Directory
Museum Directory
Aviation Museums
Wineries in the Heartland
Classifieds
Web
Links
Archived Features
Antiquing
in Colorado
Dealer Profile Archive
Editor's
Notebook
Heirloom
Recipes
Helpful Hints
for Collectors
Is This An Antique?
Past
Cover Features
Reflecting
History
Discover Mid-America — November 2007
 |
Rinker is right on
by Bruce Rodgers, Editor/Publisher
Every business group needs a guru of sorts, particularly if that that business segment is struggling. Someone who is knowledgeable, experienced in many facets of that business, commands a level of respect even if people sometimes disagree with him or her and, most importantly, tells it like it is — minus the promotional happy-talk — because that person really cares about that business.
I nominate Harry Rinker as the antiques and collectibles business guru.
My Q&A interview with Rinker, published in this issue, was both an eye opener and a validation for me. Rinker put in perspective some things I couldn’t quite do because I lacked his experience or even his level of interest. Such things as what “old” really means, how generational continuity plays a significant role is what antique or collectible trend is afoot and why some antique/collectible retailers remain stuck in a rut when it comes to increasing their bottom line.
But my most self-satisfying moment came when Rinker answered my question: “How can antiques/collectibles-related publication help grow the antiques market?”
His short answer was that (trade publications) “need to become more consumer oriented…they need to be as pro-active toward buyers as they are toward their advertisers.”
If I could have reached through cyberspace, I would have kissed Rinker’s ring.
His answer to that question confirmed my thinking about what I want for this publication and where I want Discover Mid-America to go.
My background is in journalism, not antiques, not collectibles. My “trade,” so to speak, has taught me to go after facts and then attempt to analyze what I’ve learned.
Yes, I admit (Oh, the horror!) I don’t go to flea markets, visit antique malls because that’s where are advertisers are, only attend auctions if it’s part of a story and don’t really collect anything except maybe books. There, I do it not because the books are old or “collectible,” but because they hold information or enjoyment I want to keep and return to.
Granted, running a publication is not like running an antique mall or shop. But a trade publication sensitive to the aspects of what it writes about and tries to deliver information in a factual manner, should be cognizant to the reality that it and the trade must seek new readers/consumers. A constant surrender to the sirens of hype will, as Rinker recognizes, block the potential to expand the market.
If readers want to read nothing but how great something is, then there are plenty of product catalogs, Sunday newspaper advertising inserts and info-commercials to take in.
Promotion has its place but as Rinker put it, “the burden” is on the collectors “to tout and promote their favorite collecting category to the next generation of collectors.”
Discover Mid-America will always report on that.
One final note: While I think Rinker knows very well what ails this business, Good Eye columnist Peggy Whiteneck is no slouch. Spend time with her column and you’ll also get truth-telling about the antiques/ collectibles trade.
Bruce Rodgers can be contacted at publisher@discoverypub.com.
> Refurnished Thoughts Archive — past columns
©2000-07 Discovery Publications, Inc.