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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.