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Ricci’s "Operation Columbus"
Ricci, 45, is now striking out on perhaps ills boldest venture yet. He plans to market an English-language edition of his elegant monthly art magazine, FMR, in the United States. Once again the skeptics are murmuring that the successful Ricci has headed for a big fall. And once again Ricci intends to prove them wrong.
Ricci is so confident that he has christened. his quest "Operation Columbus" and has set his sights on discovering an American readership of 300,000.’That goal may not be too far-fetched. The Italian edition of FMR--the initials, of course, stand for Franco Maria Ricci--is only 18 months old. But it is already the second largest alt magazine in the world, with a circulation of 65,000 and a profit margin of US’500, 000. The American edition will be patterned after the Italian version, with each 160-page issue carrying only 40 pages of ads and no more tha
A. boost Americans’ confidence in their art.
B. follow the pattern set by his Italian edition.
C. help Italians understand American art better.
D. expand the readership of his magazin
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