Opinion

August 31, 2011

‘We-come-to-you’ Judaism

By David Suissa

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The American Jewish community spends a fortune every year trying to keep Jews connected to their Judaism. Much of that money goes to what I call “Please-Come-Here” Judaism: Jews are invited to attend special Jewish activities in the hope that this will entice them to come and stay “under the Jewish tent.”

Many of those outreach efforts are smart and innovative. Still, philanthropists often wonder: Why are so many Jews still leaving the tent, and why are assimilation and intermarriage still so rampant?

That sentiment has a lot to do with why I’ve accepted the position of president of TRIBE Media Corp. and The Jewish Journal — rather than going back into the advertising world to sell potato chips and luxury cars.

You see, the reason I’ve decided to partner with my friend Rob Eshman, editor-in-chief and publisher of TRIBE/Jewish Journal, and the great staff here, is because I believe the Jewish community newspaper is one of the most powerful tools to keep Jews connected to their people and their Judaism.

Why? For one thing, because it doesn’t look and smell like blatant outreach. The Journal’s mission is journalism — to cover the Jewish world, all of it, really well. This is the best form of outreach: Judaism with nothing to hide.

No one else in Los Angeles does what we do, which is to bring you, week in and week out, a vibrant, open-minded and multifaceted Jewish experience.

Second, speaking of outreach, we have another advantage: We don’t ask you to come to us — we come to you, wherever you are. 

We come to your kitchens, living rooms, bedrooms, cafes, synagogues, offices, Shabbat tables, markets and, of course, your computer screens and, very soon, your iPads.

We connect Jews to Judaism and to one another, so that the grandmother who lives alone in Tarzana can read Rabbi Muskin’s thoughts on the week’s parasha; the hipster in Los Feliz who never goes to shul can catch up on new trends in Jewish music and art; the Jews of Pico-Robertson can learn what’s going on in the non-Orthodox world; and the JewBu in West Hollywood can find out about the revival of ancient Jewish meditation.

How else would a Chabad rabbi read an article from a Conservative rabbi to his ­congregation, if not for the fact that he saw it in The Jewish Journal?

Our power is in our diversity, which is the ethos of the new generation. This generation finds meaning in the freedom to choose. We give them plenty of choice.

It’s not a criticism to say that traditional outreach groups have a limited menu; they’re simply not geared to be everything to everyone.

The Journal, on the other hand, aims to offer just that: everything to everyone. Because we cover the whole Jewish experience, we complement and open doors for other outreach efforts. And we do it not by “selling” Judaism, but by challenging, reporting, debating, exploring, inspiring, questioning, enlightening and, ultimately, inviting Jews to enter the Jewish tent on their own terms.

Our biggest challenge is to increase our reach. There are about 600,000 Jews living in the greater Los Angeles area — and we distribute only 50,000 papers a week. As someone whose mission in life is to spread Jewish values to Jews and to the world, it pains me that we’re not reaching more people. 

The business has changed in recent years, to the point that it’s virtually impossible to sell enough ads to expand our reach and put out the kind of thick, thriving publication we dream of. Because The Journal is a nonprofit — it’s distributed for free, or for a small subscription cost — we depend on help from charitable contributions in order to really thrive.

To date, though, we’ve been a little shy in asking for donations. Maybe that’s why they recruited me — because I’m not shy. I believe in the immense value of The Journal to our community, and that a donation to the paper is one of the best investments in our Jewish future.

So, yes, I’m going to go out on a limb and ask you, our readers, to make a minimum annual contribution of $18 to your community paper.

But wait, that’s not all: If you donate $100 or more, I will send you a signed copy of my new book, “Don’t Get Me Started,” a collection of my favorite Jewish Journal columns on Israel and the Jewish world, with an introduction by Rabbi David Wolpe. Donate now, and you’ll get the book just in time for Rosh Hashanah.

Your money will go a long way. For one, it will help us increase our reach among the 600,000 Jews living in our community — and that’s very good for the Jews.

This is your newspaper. We want you to feel like stakeholders, even when you’re upset by something you read.

Look, there’s plenty of stuff I see in The Journal that isn’t to my taste — and that’s a good thing! This is not the Pico-Robertson Suissa Journal; it’s the Los Angeles Jewish Journal.

We call it “We-Come-to-You” Judaism, and when we say you, we mean all of you. Now we come to you for a contribution, so we can reach more of you — and I have no doubt you will answer the call, if only to welcome me into my new job.

Please send your tax-deductible contributions to: The Jewish Journal, 3580 Wilshire Blvd., Suite 1510, Los Angeles, CA 90010. Include your return address or click here to donate online.  And thank you!

Or click here now and enter your zip code to subscribe and support us.

A version of this article appeared in print.

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Hopefully David will teach Rob what the real responsibilities of an E-i-C are. Could be a great move…

Comment by PAUL JESER on 8/31/11 at 10:30 am

Dear David: Mazal Tov.

Will you be the ‘great white hope’ to end the paper as merely an organ of the left wing of the Democratic Party?  With Marty and Rafi writing absolutely nothing of any Jewish content with no counter-balance, their waste of ink, as you well know is majorly offensive to Jews who seek (gasp) Jewish content in a ‘Jewish’ paper.

We’d all rather read about what’s happening with Israeli politics. That’s what really counts! With more sides than a diamond it’s as exciting as a sports tourney!

After all, Lefty Democrats run the LA and NY Times. For that we need the JJ?

We await the good news.

Comment by Abbushuki on 9/01/11 at 11:33 pm

The mission of the paper, as clearly stated, is to present “a vibrant, open-minded and multifaceted Jewish experience,” not to assume what “We’d all rather read about”...and “what really counts!”

The majority of Jewish opinion IS liberal, left wing and Democrat. It is sad that some find it “majorly offensive” when BOTH sides are represented. Marty and Rafi are in tune—their critics are the “counter-balance”—ironic that they are given the freedom to express themselves, a freedom it seems they would deny their opponents.

Comment by andi3 on 9/02/11 at 3:32 pm

David, congratulations on your new position.  I wish you well.  I should let you know that the Jewish Journal has very little to say to me, a politically conservative religious Jew.  I don’t read the Jewish Journal any longer because I used to get so angry at the blatant leftist partisan articles, without any offseting alternative opinions.  It would be nice if the paper were more balanced politically, both with respect to US politics and Israeli politics.  I have my doubts that will occur, however.  All the best.

Comment by Gary Aminoff on 9/02/11 at 3:59 pm

I’m here in Michigan and I love the coverage and perspective of your news and articles.  We have a strong Jewish community but its divided and doesn’t represent my interests.  I love this site and do recommend it to others.

Comment by Lisa on 9/02/11 at 4:15 pm

Andi: Decades ago, the JFC made its ground floor board room area an art gallery. They debated as to what is ‘Jewish Art’. Some said: ‘art related to the Jewish experience’; others said, ‘any art by any Jew’.  The latter won. Similarly if most Jews today wed Christians, shall we discuss Christianity because that’s what they choose? If most Jews eat non-kosher, should JJ promote pork? It’s all “part of the Jewish experience”.  Today’s leftist bent will soon be gone: Most lack so few Jewish grandchildren that ‘Jewish’ will be a meaningless adjective to them within 40 years. The JJ lacks enough topics that are, well, JEWISH.  BTW: can’t comprehend who are those fascist ‘theys’?

Comment by Abbushuki on 9/02/11 at 4:18 pm

But there many parts to the Jewish experience and there’s a difference between “promoting pork” and acknowledging that many Jews eat it. Being kosher is not a requirement of being Jewish - there are various branches of Judaism.

“Today’s leftist bent will soon be gone”—That is a worry and I hope not true but ignoring and demeaning the left will
do nothing to keep them in the fold.

I’m not sure what you consider “JEWISH” but I don’t personally think that it has to be exclusionary.

Comment by Andi3 on 9/02/11 at 4:38 pm

David—

So sorry that on your first day you have to be exposed to hate-filled Jews who do not understand your obligation and mission to serve everyone.

Angry, extremist Jews don’t want to be exposed to all sides of an issue, even if it is within their tradition to consider other points of view.

You extend an all encompassing embrace, and they lash out with blame for every little thing they have not liked in the past.

I hope you do not cater to their need to hear only the news and opinion they want to hear.

Best of luck and I hope the nay-sayers never get you down. It’s your job to be better than the Journal’s critics.  I am sure you are up to the task.

Comment by The Logician on 9/02/11 at 6:39 pm

Logician, unless there were some emails deleted, I have looked through them and can’t seem to find emails from hate-filled, angry, extremist Jews who are lashing out with blame.  Were there some emails deleted?  Otherwise, please explain which emails were from those angry extremist Jews that are filled with hate.

Comment by Gary Aminoff on 9/02/11 at 6:48 pm

Okay, Gary, you love opinions other than your own.  You and ABushki will get along famously.

I listen to and respond to peple with different views so taht I can understand them, perhaps learn something new, and perhaps broaden my world view.

Suissa has a mission to address the many needs of the diverse LA Jewish population.  Too bad you will miss out on the chance to grow.

Comment by The Logician on 9/02/11 at 7:27 pm

Dear Logician, if you read my original comment above, you will notice that none of what you said in your last comment has anything to do with my comment.  How sad.  I often wonder if people like you just comment to make “noise” and don’t really care whether the content of what you are writing reflects reality or not.

Comment by Gary Aminoff on 9/02/11 at 9:31 pm

Gary—

You wish Suissa luck and then say you won’t read his leftist magazine, when he reaches out to the entire community.

Your politeness is admirable, but back handed. And you ultimately expressed doubt that the paper could serve people like you.

Do you prefer your news sources serve comforting pablum?

There is plenty of right wing rhetoric, such as Dennis Prager. This week there were two opposing opinions on the same day, same topic.

You don’t read the Journal so you don’t know it’s there.  Sometimes there are new facts or notable arguments made that would make you feel more informed of your own viewpoint too.

Thou protests too much, shootest thyself in the footsies.

Comment by The Logician on 9/02/11 at 9:41 pm

Editor,
I look forward to reading the J J regularly. And yes I am a middle road religious
Jew who Davens regularly. As far as politics goes,I am a middle of the road independent.
But because of the on going extreme actions of the Israeli Government and it’s inability to stop supporting the land grabs of the religious extremists. These same
extremists attack and do not recognize our Rabbis here in the US .My son and I have
become tired of defending Israel’s extremism with our friends.
Needless to say, Judaism has lost my son and I will continue to believe in a higher
form of Judaism. As for the Black-hats and Israel, I can only say goodbye.

Comment by Yochanan Hardisty on 9/03/11 at 10:06 am

If you’re equally disgusted with both political parties, you’ve been duped. Read this to find out how, and why. Goodbye to All That: Reflections of a GOP Operative Who Left the Cult

http://www.truth-out.org/goodbye-all-reflections-gop-operative-who-left-cult/1314907779#comment-301779041

Comment by andi3 on 9/03/11 at 2:53 pm

As a life time reader of the LA JJ
We need more articles about real Jewish life in LA, neither left or right politically. Years ago
Rob Eshman wrote about the extraordinary expense of a Jewish day school education.  The subject has been dropped in light of an ever harsher economy.  Or Jewish day camps are largely unaffordable to an “average” family

Let us write more / take care of our elderly Jews and Holocaust survivors - too many living in poverty here in LA.
We need more women writers in the JJ
We need more sites for JJ in Culver City.
CC has a vibrant Jewish community with synagogues, an awesome Senior Ctr & HS Jewish Club.
Barbara Effros, Mom of Twins

Comment by Barbara Effros on 9/03/11 at 6:56 pm

Yochanan: Sorry your son went astray. “Judaism” did not lose your son. Not sending him to a Jewish High School did. You saved lots of money, but it cost a son’s Jewish involvement; same with most secular-oriented Jews. Add your negative attitude toward black-hats… and that’s what you gave him.
People like Logician think that Torah Jews hate liberals. He’s got it sooo wrong. They see Jews getting lost and feel helpless to set it right.  They also see the JJ aiding and abetting these false directions and find it abhorrent, as they know that each generation rejects what the former generation invented as Judaism while retaining their rejection of Zionism.

Comment by Abbushuki on 9/04/11 at 6:59 pm

AbuShuki, hats off to you. I love your clarity. I am not an observant Jews, we live in an area with very few Jews around, my children did not go to a Jewish schools and did not have any Jewish friends. Yet, they turned out committed to Judaism, Jewish life and hot on Israel. I guess my wife and I did something right, or we just got extremely lucky.

Comment by Truth Teller on 9/05/11 at 9:49 pm

Logi, you are one of the most annoying, a hater of people who are not of your political views. You call them names like wing-nuts and worse, you a bigot against people of the Right. Your sanctimonious eye-rolling is appalling.

Comment by Truth Teller on 9/05/11 at 9:53 pm

David, you serve as a big fig leaf for the JJ. The JJ does not represent me, and it’s hardly fulfilling the mission you described. Candidly, I read for the sole purpose of protesting by posting talk-backs.

Comment by Avi on 9/05/11 at 9:58 pm

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