BACKGROUND
CI U1 111)
dining room, carry-out and trays
•breakfast • lunch • dinner
• after-theater • kiddie menu
open tuesdays thru sundays
10 a.m. to 11 p.m.
Newspapers Profit
From War Of Words
968-0022
lincoln shopping center, 10 1/2 mile & greenfield, oak park
Deli Unique
25290 GREENFIELD North of 10 Mile Rd.
N
967-3999
CATERING FOR ALL OCCASIONS
tit Fob .44 Gumi
-gine
2Iinin9 and
A Tradlit9io3n4
Since
Coctiludi
Fred Bayne at the organ nightly
1128 E. Nine Mile Road (1 1/2 Mile East of 1-75)
Recommended by AAA & Mobile Guides
(313) 541-2132
GOLDEN BOWL
Restaurant
22106 COOLIDGE AT 9 MILE In A & P Shopping Center
358-5502 or 398-5503
DINE IN & CARRY-OUT
SZECHUAN, MANDARIN, CANTONESE & AMERICAN CUISINE
OPEN 1 DAYS-Mon.-Thurs. 11-10, Fri. & Sat. 11-11, Sun. & Holidays 1 p.m. to 10 p.m.
Your Chef: FRANK ENG
• Banquet Facilities
THE GOLD COIN
It En
OPEN 7 DAYS — YOUR HOST: HOWARD LEW
SZECHUAN, MANDARIN, CANTONESE
AND AMERICAN FOOD
COMPLETE
CARRY-OUT
AVAILABLE
24480 W. 10 MILE (IN TEL-EX PLAZA)
353-7848
West of Telegraph
TNE GPEAT WALE
SERVING YOUR FAVORITE EXOTIC
DRINKS & CHOICE COCKTAILS
I
PRIVATE DINING ROOM
• BANQUETS • PARTIES • BUSINESS MEETINGS
Your host HENRY LUM
Businessmen's Luncheons • Carry outs • Catering
35135 Grand River, Farmington
(Drakeshire Shopping Center)
476-9181
HOA KOW INN
11,
Specializing In Cantonese, Szechuan &Mandarin Foods
Open Daily 11 to 10:30, Sat. 11 to 12 Mid., Sun. 12 to 10:30
— Carry-Out Service —
13715 W. 9 MILE, W. of Coolidge • Oak Park
KING LIM'S GARDEN
Mandarin, Szechuan & Cantonese Food
26196 GREENFIELD, LINCOLN CENTER. OAK 'PARK
Mon.-Thurs. 11 to 10:30
Fri. 11 to 11, Sat. 11 to 12
Sun. 12 noon to 10
968-3040
547-4663
OPEN 7 DAYS
A WEEK
NEW KING
LIM'S
3305 Auburn Rd.
Carry - Out Service
Catering To Parties Available
852-8280
Exotic Cocktails
KOW KOW INN
.
• Famous Chop Suey • Cantonese Food • Steaks • Chops • Sea Food
OPEN Mon.-Sat. 11 a.m.-12:30 a.m., Sun. & Holidays 12 Noon-12:30 a.m.
CARRY OUT SERVICE
EASY PARKING
322 W. McNichols Bet. Woodward & Second
66
FRIDAY MAY 27 1988
868-7550
ew York (JTA) — An
opinion, said Bob
Freeman, grand
master of the Brith Abraham
fraternal organization, "will
have value once in print."
But someone valued Free-
man's opinion even before it
appeared in print — advertis-
ing salespeople at The New
York Times, to be precise, who
charged him $11,000 for a
full-page ad appearing in an
edition of the newspaper this
week.
Recent advocacy adver-
tisements relating to the Mid-
dle East have ranged in style
from densely written pole-
mics to pithy slogans, and
have ranged in opinion from
bravos for Yitzhak Shamir to
condemnation of the Israeli
government he heads.
But whatever their focus,
the ads prompt a similar reac-
tion from readers: "How
much did that thing cost?"
Because Freeman did not
designate when and where he
wanted the Times to place his
ad, which criticizes how the
media have been covering the
unrest in Israel's adminis-
tered territories, Freeman's
rate represented a major
discount.
According to spokespersons
at three major dailies, the go-
ing rate for a full-page ad is
between $36,000 and
$43,000.
"Advocacy ads make up a
major amount of revenue,"
acknowledges Bob Rawls, ad-
vocacy advertising salesman
for The Washington Post,
where the cost of a full-page
ad can range from $34,452 to
$40,920.
Rawls thinks his newspaper
may be the most popular
venue for such ads, since its
764,000 daily and 1.85
million Sunday readers in-
clude all but one member of
Congress (he would not say
who) and most top officials of
the Reagan administration.
Along with the debate on
gun Control and legalized
abortion, the Middle East in-
spires some of the largest
numbers of ads, said Rawls.
At least six pro- or anti-Israel
ads have run in the paper
since the unrest began in
December, he said.
William Adler, a spokesman
for The New York Times Corn-
pany, declined to tally the
number of Middle East-
related ads that have ap-
peared there recently, but
said "it's safe to say that the
ongoing situation in the Mid-
dle East provokes a lot of that
kind of opinion."
A full-page ad in the Times
costs between $36,000 and
$38,000. Circulation is 1
million on weekdays and 1.65
million on Sundays, according
to Adler.
The individuals and organi-
zations placing the ads say
the steep prices are worth it.
"The Times has the kind of
audience we wanted," said
Daniel Benson, who heads a
committee that has placed
full-page reprints of George
Will's pro-Shamir columns in
the last two Sunday editions
of The New York Times.
Benson's Ad Hoc Commit-
tee for Middle East Policy Op-
tions placed the ads to coin-
cide with Shamir's visit to the
The individuals
and organizations
placing the ads
say the steep
prices are worth it.
United States. The response,
said the New York attorney,
has been better than he ex-
pected, and has included 300
letters and $10,000 in con-
tributions. The money will go
for future ads.
Nan Fink, publisher of the
liberal Jewish magazine Tik-
kun, said that the magazine
also timed its New York
Times ad to appear during
the Shamir visit. Boldly
headlined "Israel Must End
the Occupation," the quarter-
page ad included the names of
close to 250 prominent
American Jewish academics
and celebrities, including
Woody Allen, Richard Drey-
fuss, Arthur Miller and Philip
Roth.
"We wanted to tell Shamir
that not all American Jews
agree with him," said Fink.
"Our readership is self-
selective, and an ad gets our
point of view out to other peo-
ple who may be stimulated by
it:'
Benson and Fink's efforts
are modest, compared to
those of Jack Mondlak, a
Jewish-Mexican industrialist
whose full- page pro-Israel
ads in the Times, Post and
Wall Street Journal run to
5,000 words and more.
Mondlak wants to place the
ads in 150 major newspapers
worldwide, and has set up the
Jack Mondlak Defend Israel
Fund, under the auspices of
the Zionist Organization of
America, for that purpose.
In a solicitation letter,
Mondlak calls his fund "a bat-
tle for the minds and hearts
of the world community."
Major newspapers welcome
the range of opinions, or at
least the revenue, represented
by all of these ads, but do set
standards for what can and
cannot be printed. Although
most newspapers insist the
advertiser and advertising
agency assume liability for
content and any libel claims
that may arise, libel laws can
hold the publisher, as well as
the advertiser, responsible for
a libelous advertisement.
At The New York Times, an
advertising acceptability
department checks each ad
for language that may be
discriminatory, vulgar,
fraudulent or misleading,
said Adler.
At The Washington Post,
said Rawls, the acceptance
committee asks that adver-
tisers substantiate any facts
and figures. It generally re-
quires signed release forms
from those listed in petitions.
All ads must include the
name and address of the
advertiser.
"Generally, our policy
reflects the fact that it's a free
country," said Laura Morgan,
a spokesperson for the Los
Angeles Times, which charges
between $36,610 and $43,000
for a full page. The paper's
circulation is 1.27 million
weekdays and 1:41 million
Sunday. Morgan said there
are no "hard and set" rules
for what is acceptable, but a
review of accuracy is usually
part of the process.
mmmmil NEWS Imm..m.
Anthology
Published
Jerusalem — A project for
the preservation of Yiddish
folksongs has been completed
with the publication of the
fourth and final volume of the
"Anthology of Yiddish
Folksongs" by the Hebrew
University of Jerusalem's
Magnes Press.
Computers Help
Jerusalem — Young people
and others seeking assistance
in choosing a field of study or
occupation are now being
assisted by computer under a
system developed at the
Hebrew University of
Jerusalem.