activities in Society

A garden party in honor of her 75th birthday was given for Mrs.
Rose Baltimore of Montrose Ave. Sunday at the home of her niece
and nephew, Dr. and Mrs. Joseph Seltzer of Mansfield Ave. Among
the more than 50 guests were her son and daughter-in-law Mr. and
Mrs. Sol P. Baltimore and her grandson Charles. Guests from Canada
included Mrs. Fannie Seltzer, Herman, Edward and Barry Seltzer of
Chatham; Mr. and Mrs. Boris Seltzer of Windsor; Dr. Philip
Seltzer and his fiancee from Toronto; and Mr. and Mrs. Burt Leuchter
and family from Hamilton. Also attending from out of town were Mrs.
Edward Duane of Philadelphia and Mr. and Mrs. Harry Robbins of
Los Angeles.
Mesdames Alex Dorchen, chairman, Bernard Chase, Joseph M.
Davidson, Joseph Guterman, Leo Heiman and Harry Schechter, all
members of David Horodoker Young Women Organization, served at
the USO recently.
Mr. and Mrs. Pinkas Kupfer, of Solman Ave., Oak Park. will hold
a family reunion with their cousin Zahava Goldberg and her son Yair
of Tel Aviv, on a visit in the United States. The Goldbergs, after a
tour of Europe, are staying with the Kupfer family before returning
to Israel.
Mr. Maurice A. Betman of Geneva Ave., Oak Park, will attend a
three-day convention of sales ideas at Milwaukee, having won the trip
as a special agent of Northwestern Mutual Life Insurance Co. He re-
cently attended a CLU Roundtable seminar on advanced underwriting.
David L Friedman, commander of Sgt. Morton A. Silverman
Post, is attending the national Jewish War Veterans convention in
Hollywood, Fla., Aug. 9-16.
A reception honoring A. L. Zwerdling, candidate for the Detroit
Board of Education, will be held at the home of Mr. and Mrs. Harold
Kaplan, 1760 Lincolnshire, 8 p.m. Sunday. Chairman for the evening
will be Leonard Woodcock, a member of the board of governors of
Wayne State University. Cochairmen of the reception are Mrs. Harold
Kaplan and Mrs. Irving Posner. The committee in charge includes
Mesdames Sidney Shevitz, Samuel Linden, L. Pokempner, I. Blue-
stone, Hudson Rosenthal, Sol Disner, David Feld, Morris Kane, Her-
bert Harris and Harry Hirt.
Mrs. Harold Weiss, president of the Lt. Roy F. Green Auxiliary,
Jewish War Veterans, will be the official delegate to the national
convention next week in Hollywood, Fla. Members of her group
serviced the Girls' Detention Home Thursday afternoon, bringing
entertainment and refreshment to some 80 youngsters.

Mr. and Mrs. Manis
to Mark Anniversag

MR. AND MRS. SAMUEL MANIS

Mr. and Mrs. Samuel Manis,
13740 Nadine, Oak Park, will ob-
serve their golden wedding anni-
versary at an open house 2-5 p.m.
Aug. 16 at their home.
Hosts will be their children, Mr.
and Mrs. Clarence Guttentag and
the Harold Kirschners of Oak Park
and Mr. and Mrs. Irving Gooze of
Rochester, N.Y. No- cards.
Mr. Manis has been recording
secretary for the Rovner-Lachowit-
cher Aid Society for the past 35
years. He also is sexton for Cong.
Beth Shalom. The couple has eight
grandchildren.

The opulant person Who is
small in intelligence is the greatest
oppressor. Proverbs 28.

at the home are auxiliary-spongy
sored birthday and holiday parties.
The women's group provides gifts
and assists at occupational therapy
and in the hobby workshops. Pres-
Hand-made articles "From the ident is Mrs. George Bass.
Fruit of Their Hands" will be sold
The community is invited to at-
at the Jewish Home for Aged Aug. tend the sale and visit the facili-
17-21.
ties of the home.
All of the items, both decorative
and useful, have been made by the
home's residents, ranging in age
from 70 to 100. Proceeds will go to
the craftsmen themselves, as an
incentive for their work with the
occupational therapy program.
The sale, arranged by the
Women's Auxiliary, Jewish
Home for Aged, will be held 10
a.m. to 3 p.m. Auxiliary volun-
teers will man the booths at each
entrance of the home, located at
11501 Petoskey.
Other activities held regularly
Max Schrut

Home for Aged Sets
Sale of Items 'From
Fruit of Their Hands'

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Joseph Jacobs Organization

The Han Behind the Symbol

The one-time Bronx high school
To many a Jewish housewife,
the symbols "K" and "U" are as!' teacher, Joseph Jacobs, launched
much a part of the products she his experiment with the Jewish
Daily Forward. Most Jewish people,
buys as the brand name.
Billions of products sold in . he felt, were unfamiliar with the
grocery stores across the country quality and kosher acceptability of
carry the small "K" and circled the big national and regional
"U," indications that the commo- brands. He suggested to manufac-
dities have been certified kosher turers that rabbinical certification
under rabbinical supervision. (The should be provided in all cases.
U also means the product has been He advised them to appeal through
certified by the Union of Orthodox advertising to the Jewish way of
life in Jewish media and specially
Jewish Congregations.)
The man behind the "K" is distribute and merchandise for
Joseph Jacobs, who conceived and Jewish area grocery stores. The
pioneered a new dimension into kosher symbol on the label was
grocery marketing back in 1919. the binding step.
4.7.7m
Gradually, other newspapers
• caught on to the innovation, and
Jacobs was forced to become a
general sales representative for
all Jewish media. More and more
leading grocery brands .were
added to his list of clients.
Luckily. there was a son to
follow in Jacobs' footsteps. After
World War II, Naval Lt. Richard
Jacobs, a Pennsylvania University
graduate, took over much of the
growing operation.
The uniqueness of the Joseph
Jacobs agency lies in its special-
ization: Jewish market promotion
JOSEPH JACOBS
for the general agency. The latter
receives regular commissions on
His contributions to the research
all orders placed through Jacobs,
and marketing field are described
while Jacobs is compensated by
in the current "Grocer-Graphic" the Jewish media for national
newspaper.
sales representation,
Jacobs is president of the
Among its contributions to the
Joseph Jac o b s Organization,
Jewish communities it serves is
,,,i7which he founded 45 years ago
Jacobs' preparation, publication
- --"% to serve manufacturers and their
and distribution of over 6,000,000
regular advertising agencies in
booklets on subjects of Jewish
the Jewish market of New York.
cultural and religious interest.
At that time, there were 1,500,-
Diamond Crystal Salt, for ex-
000 Jews—many of them immi-
ample, puts out "Child's Treasure
grants—covered in this market.
Chest of Jewish Holidays." There's
Today, there are 3,000,000 in Kraft Foods' "Your Jewish Heri-
New York alone, half of the
tage"; four booklets on Israel for
American Jewish population.
Yuban; four editions of the Pass-
Jacobs' revolution? He pioneered over Haggadah for Maxwell House
the "complete promotion package" Coffee; and "The Jewish Wedding"
for segment selling. Whereas at
for Calvert Distillers.
one time advertisements were
On Jewish holidays, the agency
merely translated into Yiddish and
boosts participation by manufac-
other languages for the foreign turers in special store promotions.
language press, today companies Today, merchants in every city of
direct their promotion to the spe- reasonable size tie in with the holi-
cial backgrounds of their con- days of Rosh Hashanah and Pass-
sumers.
over. Result is a tremendous
volume of advertising and mer-
THE DETROIT JEWISH NEWS
Friday, August '7, 1964 23 chandising.

-

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