Jewish Review hits the street
By Kaplan Tuttlebaum
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The Jewish Review recently acquired its first-ever street boxes.
The five plastic boxes were acquired, according to Editor Paul Haist, as the key component of an effort to place the newspaper in front of Jews and others who do not know the paper exists.
"It's a way to bring new readers to the paper," said Haist. "For years the paper's circulation numbers have been more or less static. Until now, we have not had an practical means of marketing the paper to potential readers."
The acquisition of the boxes was made possible by unsolicited grants from the Oregon Jewish Community Youth Foundation and the Judith and Edwin Cohen Foundation of Vestal, N.Y.
"Initially, we planned to use a portion of the $3,500 from the Cohen Foundation to acquire these first boxes,: said Haist. "But when the Youth Foundation made their gift to the paper, I wanted the young people to see tangible results of their philanthropy. So, they bought the boxes, with a little help from the Cohen Foundation."
Haist said the pending arrival of the boxes was behind the change in the appearance of the paper's front page in recent editions.
"We went to a much stronger graphical treatment on page one in order to catch people's attention," said Haist. "We're using bolder headlines, lots of color and more creative treatment of some photos. We even increased the size of the body type on page one to make it easier to read through the box window."
Haist said some readers have likened the new look to some notorious tabloid newspapers.
"The new look is intentional. We want to command attention but maintain our dignity, so to speak," said Haist. "There'll be no space aliens on the front page of the Jewish Review, unless their Jewish, of course."
He added, "The federation created the Jewish Review in 1959 to deliver its message and provide a forum for the Jewish community. We will serve those goals most effectively by putting the paper in front of as many eyes as possible."
Haist said he was pleased at last to have the resources to make this new effort.
"We are indebted to the Youth Foundation and the Cohen Foundation. Their gifts mean they understand the importance of this Jewish newspaper and want to help us achieve our goals," said Haist. "They are good friends of this paper and our community."
With this edition of the paper, the first five boxes were positioned at key high-traffic points in Portland. They are Pioneer Courthouse Square, Powell's City of Books on West Burnside Street, in front of the main branch of the Multnomah County Library, the intersection of Northwest 23rd Avenue and Hoyt Street, and Tri-Met stop at the Portland State University Bookstore.
Haist said that papers placed in the boxes include a post-paid subscription card.
"If this proves effective in adding new subscribers, we would look to adding more boxes," said Haist.
When the Jewish Review Committee first viewed the new boxes March 23, committee member John Moss suggested the community be given the opportunity to sponsor boxes, cautioning that this would not be a naming opportunity. He backed up the suggestion by committing to buy one to be stationed near the Noah's bagel shop in his neighborhood.