I f r , THE DETROIT JEWISH NEWS Saudis Seeking Media Help Rebuffed by Advertising Firms Boris Smolar's 'Between You . . . and Me' Editor-in-Chief Emeritus, JTA (Copyright 1975, JTA, Inc.) COMMUNAL CURRENTS: The scandal over the treatment of the aged in some of the private Jewish nursing homes — which is now a subject of public hearings in New York by a Senate committee — has brought to the forefront the entire problem of aged Jews in this country, whose' number is growing with every year. NEW YORK — Arab re- quests for public relations services are causing a lot of commotion on Madison Av- enue, and many of the firms are refusing to accept Arab - accounts. Hill and Knowlton gave up the Saudi account in 1972 and won't bid for it again. Several firms with Jewish executives and clients are refusing the accounts out- right, despite the fact that Arabs don't wish to do busi- ness with a firm with Jew- ish executives and clients. According to the publica- tion of the PR industry, Newsletter, the best solu- tion might be for the Saudis to set up their own public relations firm with Ameri-- can "consultants." One firm reportedly agreed to take the Saudi account, but through a dummy commit- tee. The Charter Corp. of Florida, unabashedly pro- posed a $7.7 million cam- paign for the Saudis. Charter has just acquired control of Downe Communi- cations, Inc., which pub- lishes The Ladies' Home Journal and Family Weekly and owns several radio sta- tions. UOJCA Dinner Benefits NCSY . NEW YORK — Bernard W. Levmore of New York City has been appointed chairman of the annual din- ner of the Union of Ortho- dox Jewish Congregations, to be held here May 11. Levmore is the financial _ secretary • of the UOJCA, and the proceeds from the dinner are used for the To- rah Fund-for Jewish Youth to support the UOJCA's National Conference of S _ yn- agogue Youth. - The council of Jewish Federations and Welfare Funds has long been studying this problem. Its demographic popu- lation study has established that about 12 percent of all the Jews in this country are now over 65 years_ of age. This would make a total of more than 700,000 Jews, including many poor and lonely. Federations in cities where private profit-making Jew- - - ish nursing homes exist recognize their existence, but are not enthusiastic about them. They try to come to the aid of elderly Jews by maintaining and expanding their own com- munity-based care for the aged. Five years ago there were about 80 Jewish homes for the aged maintained by federa- tions in various cities. There were about 20,000 residents in these institutions, 60 percent of whom were over the age of 80. Yeshiva U. Hikes Since then, the number of Federation-maintained insti- tutions for the aged has increased, but not enough to meet Tuition and Fees the needs of the growing number of elderly Jews who must be taken care of. NEW YORK — Yeshiva * * * University will increase tui- tion by $250 per year for its BLAZING NEW TRAILS: A good example of what can be done for elderly Jews in need is the comprehensive undergraduate schools, ef- program developed by the recently-established Council for fective June 10. Included are Jewish Elderly in Chicago._Leaders of this new Jewish com- Yeshiva College, Stern Col- munal agency consider homes for the aged and nursing lege for Women, Erna Mi- homes essential to the total care for some Jewish aged, but chael College of Hebraic only in situations where such care is appropriate, and never Studies and James Striar School of General Jewish a total answer to the problems of aging. Studies. The Council has within one year introduced nursing An increase of $50 per service at home for elderly people, assistance in housekeep- year for undergraduates ing, home-delivery of kosher meals, shopping aid, transpor- residing at- the Morgen- tation, medical evaluation, legal services, casework counsel- stern, Rubin and Brookdale ing and other help. It opened two drop-in coffee-houses for residence halls was also an- aged Jews and established a senior service corpS employing nounced, as well as in- creases for the Ferkauf - the elderly. Graduate School of Human- the course of one year the Council has served more In- and Social Sciences. than 5,000 older people in a target community which is esti- ities A university spokesman mated to have 7,000 aged Jews. It provided independent liv- said the increases were due ing facilities in three apartment houses, purchaged by the to higher operating costs. Council with assistance from private donors and renovated with federal funding. The Council also developed a "group living home" which provides for elderly men and women who are unable to be totally independent in their homes but who do not require the range of services given in nursing homes but who do not require the range of services given in nursing homes and homes for the aged. A number of connected houses were converted to a single unit with individual bedrooms and communal dining and living rooms. * * * , THE AJC CHALLENGE: Credit must be given to the American Jewish Congress for being the first Jewish organ- ization to draw attention to the treatment of residents in privately-owned Jewish nursing homes. GUEST OF HONOR There are about 5,000 Jews in private nursing homes in - Rosseri 8Vathare P Prominent in business and communal New York. On the basis of a study of its own, the American . leadership Jewish Congress charged these profit-making institutions with "neglect and abuse." The study claimed that the medi- GUEST ARTISTS cal services the aged receive in private nursing homes are perfunctionary, the nursing care minimal, the personal at- `SidorcBelarsky' tention often non-existent. It charged the Department of "The master singer of his people . ' (or — "the successor to Chaliapin") Health, Education and Welfare with 'negligence' in pro- perly inspecting these nursing homes despite federal ex- penditures of more than $3 billion annually on institutional 714ishaRaitzirt and other care for the aged.. Internationally hailed Russian-Israeli tenor Jewish organizations, ex,cept those directly involved in and nursing home programs, were similarly criticized in the cLouiescKlein AJCongress report for paying little or no attention to situa- Cantor tions in the private homes for the aged. . They were called Cong. B'nai Moshe upon to join forces _with non-Jewish civic and religious groups and demand higher standards and stricter enforce- Accompanist , Cantor Shalom Kaleb ment. . .• Friday, February 21, 1975 11 Oak Park Scout Attains Eagle Rank IF YOU TURN THE 'V'S'il UPSIDE DOWN YOU WON'T FIND A FINER WINE THAN • Steven M. Brown of Oak Park honored 7 p.m. Monday at Best School as the first Boy Scout in Troop 1517 to attain the rank of eagle scout. The court of honor is open to the public. Milan Wineries, Detroit, Mich. WEINTRAUB JEWELERS -Large selection of Rings, Watches and other fine Jewelry gift items. TT 14 KA 18 K GOLD Martin . Quality Jewelers for 3 Generations DIAMONDS and FINE JEWELRY 23077 Greenfield, Advance Bldg., Suite 354 Southfield, Michigan • 557-5544-5 Mon. thru Fri. 9 to 5. Sat. 9 to 3 All Bank Cards Honored Danny TAMAROFF GIVES . UNBEATABLE DEALS ON NEW BUICKS OPUS - HONDAS • LEASING — ALL MAKES • GUARANTEED USED CARS • MOTOR HOMES • DAILY RENTAL • BODY SHOP—AAA RATED • SERVICE _ TAMAROFF TELEGRAPH NR. 12 MI BUICK OPEL HONDA 353-1300 YOU AND YOUR FRIENDS . ARE CORDIALLY INVITED TO ATTEND THE c AnnualcPunm Celebration, OF THE cLandsmanshaften GE2Kgewisti,c1Vational cFund Dedicated to bolster the morale of its people and assure the security-of Israel's border areas GUEST SPEAKER And on which occasion they will honor cDt:cMosescLelirmati, gslathan,cP9Kossen, Rabbi, Cong. B'nai Moshe with the establishment of TOASTMASTER cLouie scLevine The WatharePGRosselicFamily -GNacida Which will serve as part of a large Rest and Recreation Base in the Kiryat Shmona area in Israel - Popular communal leader GENERAL CHAIRMAN on Wednesday, March 5, 1975 — 8:15 p.m. at CONGREGATION B'NAI MOSHE 14390 W. 10 Mile Rd. Oak Park Chairman Landsmanshaften For Jewish National Fund PURIM REFRESHMENTS Admission by planting one or more trees per person No Solicitations •• •••• • ••••• • • • •• • • • • •• • ••• •• ••• •• •• •• ■ • •• • • •• • •• • •• • •• • ••••• • • • ••• • •• • •• • •• • •• • •• • • ••• • • • •• • •• • ••• •••• ••••••• •• •• 342 00 or 9 3 3 3 • v v e • • Imm. Del. Surplus 3Equip m ent Factory Sealed * Selectrics * Executives * Standards Typewriters • • • • • • • Lowest Prices - Rentals - Sales --Service (by factory trained specialists) ype Shops, • Ad_d-n • • • Call Us for a Bid on l'our_Offices Machines & Equipment • Save Big Money on SCM, Remington, Etc., • • • • ELECTRIC INC. BUSINESS MACHINE DISTRIBUTORS