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He banned official advertisements from it. The journal, which has just marked its 50th anniversary, is variously hated and ad- mired. It has a large circula- tion including many readers who prefer to borrow, not buy, it and probably who don't ad- mit to reading it. Indeed, it is unashamedly a dichotic and possibly even a schizophrenic journal. In radio and press inter- views recently its owner, publisher and editor-in-chief, Uri Avneri, has admitted that this policy — of two covers, back and front, with one "cover story" devoted to politics and the other to social and especially sex scandals — has been deliberate and constant. Avneri, born in Germany in 1923 and an immigrant to Israel in 1933, bought the then-almost unread colorless and bankrupt magazine 37 years ago. He had been just mustered out of the army with war wounds and was fill- ed with iconoclastic and bit- ter feelings toward the establishment. He was disillusioned by the Zionism of his day and like a small group of others felt that the Jews of Israel should seek to integrte themselves into the surrounding Arab Middle East rather than maintain firm ties with world Jewry. His feelings at that time could be summed up in the titles of the books he had published or was preparing: Our Struggle, War or Peace in the Semitic Region, Total War, In the Fields of the Philistines and The Other Side of the Coin. He was still to write The Swastika and Israel Without Zionists. Chief target of Avneri's criticism was Ben-Gurion himself. Avneri thought Israel's founding premier was failing to establish true democracy with equal rights for Arabs and Jews, equality for Ashkenazi and Sephardi Jews and separating the func- tions of religion and state under a written constitution for a secular, Israeli- nationalist state. "When I got out of the ar- my, I had two options open before me — to establish a new political party, or to found a new magazine," Avneri explained recently. "It seemed impossible to battle the dominant Labor Party. And so we bought up a bankrupt magazine. But you can't operate a political magazine, in revolt against the establishment, as an in- dependent body without advertising revenues, without large funds. "An independent mass political journal in revolt against the establishment is a contradiction in terms. Political revolt is a matter for small intellectual groups without a big membership or readership, and so we decided on the two-pronged approach — sex and scandal to draw in readers, to finance what we really wanted to say about the political and social state of affairs of the day, in revolt against the conventions of the time." Since then Avneri, with his table of young crusading jour- nalists, has gone from strength to strength with his mix of political iconoclasm, muckraking journalism and purveyance of sex and social scandals. He is proud that he has pioneered what has become known as "Israel's New Jour- nalism," written in what he demands is "correct ver- nacular Hebrew, gram- matically correct without either highfalutin" literary turns of phrase, or slang and popular or trendy phrases. He invented new Hebrew words based on ancient Hebrew sources, which have today become accepted into the language. Haolam Hazeh has remain- ed a phenomenon on the Israeli scene, denigrated by its opponents, and surprising, shocking and titillating its readership each week under its slogan: "Without fear, without hypocrisy." It has chalked up many scoops in the field of investigative jour- nalism, disclosing political scandals and wrong-doings as well as the bedroom pec- cadillos of the well-known. Questioned about the fierce opposition shown by the establishment against his journal, Avneri appears to welcome it as a compliment. He said that Ben-Gurion — "one of the only two serious prime ministers we have had — the other is Begin" — understood the dangers to himself and his policies.