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Ovallille MINIM MUMPS Mr-. 111••••11 HOURS: 9-9 M-F 9-6 Saturday SUNDAY 12-4 I NJ, Salon InatINIndmily Owned and Opelated Age 11 and under. Offer good with coupon only. Ant la =IV W, ter- =MEI MI AIM # The original family haircutters. Competition Heats Up In L.A.'s Lively Jewish Newspaper War BY TOM TUGEND Special to The Jewish News Los Angeles — In the frontier days of the Old West, rival newspaper publishers used to settle their editorial differences with a horsewhip and six-shoot- er. Nowadays, the weapons have changed to law suits and invec- tive, but the spirit of competi- tion burns as fiercely in the Jewish newspaper world of Los Angeles as in days of yore. Currently, four Jewish week- lies and one bi-weekly are published in Los Angeles, com- pared to three in New York City with a Jewish population four times larger. During the past month, the rivalry has escalated with a ma- jor expansion plan announced by one paper and the publication of a new entry into the crowded field. Slated for a large-scale up- grading of its editorial, business and advertising staff is the Jewish Community Bulletin, financed by the Jewish Federa- tion Council, the city's central Jewish community and fund- raising organization. The new entry, called simply The Jewish. Newspaper, is published by Yehuda Lev, a vet- eran broadcaster and journalist. Among other innovations, he has engaged the overseas news service of The Economist of London, as well as six corres- pondents in Israel. Rounding out the field are the independent weeklies Heritage, the B'nai B'rith Messenger, and Israel Today. In addition, a free monthly publication, L.A. Jewish Life, is due to appear in. April, while Almanac Panorama serves the Russian-speaking. Jewish population. A Hebrew-. language weekly, Hamvaker, has folded after a brief exist- ence. The battle lines are drawn most sharply between the Fed- eration's Bulletin and the in- dependent Heritage. Their feud goes back eight years, when the Federation expanded its modest house organ into a semi-monthly publication, adding general news stories and commercial ad- vertisements. Since then, theBulletin, back- ed by the Federation's large financial resources, has again upped its coverage and ad line- age and last year went weekly on a "trial basis." Herb Brin, the pugnacious publisher of Heritage, has fought tenacious- ly against the Bulletin's expan- sion, claiming that it represents a misuse of communal charity funds and violates his previous agreements with the Federation. Brin, who has dubbed the competing paper the "Jewish Pravda," has taken his battle to the courts. He has filed a $1.4 million suit against the Federa- tion, charging breach of con- Mr. Tug-end, a Los Angeles-based writer, is our West Coast correspondent. tract, unfair competition and restraint of trade. Undeterred by external and some internal opposition, the Federation's board of directors voted last month to lend the Bulletin $663,000 over the next two years to expand its staff, broaden its coverage and up- grade its quality. The paper is to Four weeklies and a bi-weekly compete for a- market a quarter the size of New York's. be governed by a separate board, although the majority of its members will be appointed by the Federation president. A sizeable minority on the Federation board opposed the expansion. Its spokesman, Mil- ton Gordon, noted that counting fringe benefits and interest charges on the loan, the actual cost of revamping the Bulletin could come to $1 million. "The only way to make (the Bulletin) successful is to ag- gressively pursue advertisers," he said. "I don't see how the in- dependent papers could sur- vive," he added, echoing Brin's charge that he has lost $230,000 in advertising revenue to the Bulletin over the past year. "I just feel that the expen- diture of this kind of money from charity funds is not a func- tion of the Federation Council," Gordon added. The Bulletin is mailed free to the 50,000 contributors to the Federation's United Jewish Fund and Israel Emergency Ap- peal. It claims a total circulation of the independents. Federation leaders maintain that none of the independents has done a competent job of ser- ving the Jewish community of 500,000 but deny that they wish to drive them out of business. The expanded Bulletin will "begin a new era in the life of Jewish Los Angeles," said Fed- eration president Bruce Hoch- man, "a time of reaching out, of binding together the second largest Jewish community in the world." To Brin and his supporters, the Federation move is more than a local affair. They see it as part of a coordinated effort by Jewish federations throughout the country to still the often critical voices of the indepen- dent Jewish press and cite cur- rent federation attempts in Philadelphia, New York, Chica- go, New Jersey and North Caro- lina to establish Jewish news monopolies in their communi- ties. The 88-year-old B'nai B'rith Messenger has set aside past feuds with Heritage to join the fight against the Bulletin. Messenger publisher Rabbi Yale