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Nov. 30, 2007
Targeted to Jewish women
New York-based magazine combines practicality with panache.
JULIA NAIM-SCHRIVER
Most people in the Jewish world, and even in the non-Jewish world, understand the meaning of the word kvetch. The Yiddish term, meaning to annoy or complain, has been put into practise for centuries, both verbally and in print. Yet how many of us know which Yiddish word expresses the opposite meaning of kvetch? Well, it's kvell, and to beam with pride and pleasure is a fitting description for the opening section of a new lifestyle magazine for today's North American Jewish woman. The pride and pleasure section of Jewish Living reviews books that underscore the complexities of modern Jewish life, profiles Jewish actors and up-and-coming musical artists from the United States and Israel. The magazine's decidedly female voice takes a look at all things Jewish that relate to home and family and emphasizes the cultural aspects of modern Jewish life.
Vibrant and glossy, Jewish Living takes the focus off religion and seeks to acknowledge and enrich the changing lives of today's Jewish woman. When asked why publish a new lifestyle magazine aimed specifically at the Jewish community, publishing director and magazine founder Daniel Zimerman recalled how the concept came to him. A former senior creative advertising executive at Foote Cone Belding, the idea emerged one wintry Toronto afternoon while Zimerman made what would prove to be a life-changing stop by a newsstand.
"There was an abundance of red and green magazine covers touting the joys of Christmas. I thought 'Where are all the dreidels? Where are the latkes?'" said Zimerman. "It wasn't the first time I felt like the only boy without a Christmas tree, but it was certainly the first time I decided to do something about it."
Zimerman relocated to New York with his family, including wife and Jewish Living creative director Carol Moskot. The entrepreneurial couple designed the magazine to offer inspirational style, ideas and practical how-to information on a wide range of topics.
Headquartered in New York and published bimonthly, Jewish Living targets the well-educated urban professional woman between the age of 25-54 with a median household income of more than $125,000. The première issue has a rate base of 100,000, through a combination of newsstand distribution and pre-launch subscriptions sold to Jewish federations in North America.
Zimerman affirmed that Jewish Living is not aiming for dramatic growth but rather is looking to find success by securing its target demographic. Advertisers such as the Boca Raton Resort Club, the Museum of Jewish Heritage and Viking Kitchens, fill 17 of the 96 pages. Jewish Living founders hope to attract a readership that will find value in Jewish cultural uniqueness.
"For the most part, we dress like everyone else and shop like everyone else, but during certain times of the year, we are different from everyone else," said Zimerman.
What makes this new magazine decidedly Jewish is the content. The cooking section is a lush display of traditional Jewish dishes from around the globe, yet with a leaner, more fat-free approach – a modern take on all our childhood comfort foods. Similarly, film, literature and music reviews profile an array of innovative international Jewish artists.
Cultural confusion issues are also addressed, such as how to celebrate Chanukah and keep it a distinct holiday in your family while allowing yourself to enjoy Christmas. It is almost refreshing to see a sidebar filled with tips, called "Four ways to make Chanukah fun." While it may sound like the authors are trying to bring some of the glitz and glamor of Christmas to holidays such as Chanukah, there is an acknowledgement that, despite that the commercial Christmas frenzy cannot be ignored, Jewish parents can still encourage their kids to be anthropological in nature – to enjoy the customs of other religious groups, yet continue to celebrate their Jewish lives with beauty, humor and sheer joy.
The parenting tips section, while not exclusively aimed at Jewish parents, does have a humorous Jewish take on it. "Holier than thou," a story about a secular man's yearlong attempt to take the laws of the Bible as literally as possible, comments on one father's inability to implement strict parenting rules. "If I had been in charge of the Garden of Eden," he writes, "Adam and Eve would have gotten three strikes, then a fourth, then a stern warning, then had their bedtime moved up 20 minutes."
In building his publishing and editorial team, Zimerman attracted a cadre of seasoned experts. Prior to joining Jewish Living, editor-in-chief Liza Schoenfein served as executive editor at Saveur and was the founding editor of parenting.com. Publisher Kim Amzallag was an advertising sales director for Western Interiors and also held positions at Brides, Saveur and GQ. Creative director Carol Moskot is an award-winning art director, formerly of Toronto Life.
To find out more about Jewish Living, visit www.jewishlivingmag.com.
Julia Naim-Schriver is a Vancouver freelance writer.
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