AppleTree@.cOm
A Tisket, A Tasket,
Love This Basket
FYI
X-Tra Interesting
News
Fox's Jewish dad
not have existed five years earlier.
Mark Lichterman
Found, not surprisingly, at
AppleTree Staff Writer
Elizabeth Applebaum
,
the
Internet
AppleTree
Editor
http://lsraelgift.com
he Internet has become an
I version of Dash Cham is orga-
FYI: His name is Amram
extremely powerful tool
nized and easy to use. The home
For reasons FYI still can't under-
which can propel, virtually
page contains a well-written
I
stand,
millions of women each
I overnight, a small, local business
1 description of services, and access
1 week turn into "The X-Files" where
:into the global marketplace. The
1 to the other areas within the site.
they swoon over agent Fox (have
istory of a Jerusalem-based food-
I Click on the "Gift Center" and you
you ever in your life met anyone
: basket business demonstrates the
see a catalog of products for sale.
1 with the first name Fox?) Mulder,
1 For $39 you can send your
phenomenon.
aka David Duchovny. But did you
In ancient times, 1990, two
I favorite soldier or student a basket
know that David's father, Amram,
1women met while dropping off their : full of goodies, and for S49 you
I was a publicist for the American
:children at the same Jerusalem gan, : can send visitors to Israel choco-
Jewish Committee? Amram's son
preschool. After a few such meet-
lates, nuts, dried fruit and other
was born in New York in 1960
: ings the women became friends
1 treats to make their stay a bit
(his mother is Scottish) and after
and decided to go into business
.sweeter.
1 studying at Princeton and Yale,
together. They called themselves
Other finds at Dash Cham: bas-
1 where his major was English litera-
1 Dash Cham, warm greeting, and
kets for newlyweds and new par-
1 ture, he began appearing in off-
'their purpose was to sell and ship
ents, and items from the "Simcha
Broadway plays. After
:food baskets for births, holidays
I Club," with a list of 10 regularly
starring in some
occurring simchas such as wed-
land other occasions.
really exciting
Their products were high quality
: ding anniversaries, birthdays, etc.,
AT&T and
land their service was good. They
when one might consider sending
beer com-
lwere, however, local people, sell- 1 a basket. As each of these dates
mercials,
ing local products locally. Period.
draws near, the system will send
David Duchovny won
Then in the late 1990s an 800-
mail reminding the recipient that,
the "X-Files" role in 1993.
1 pound gorilla called the Internet
I for example, the fifth anniversary
i
Laugh
all you want about those
arrived on the scene, and business I of his dog's graduation from obedi-
space aliens, my friend, but
has never been the same. With the
ence school is fast approaching. It
I
Duchovny
is making a reported $6
investment of a few shekels (rela-
: also will suggest a variety of, in
million for his part in the new "X-
tively speaking) to develop an
this instance, doggy-appropriate
1
Files" films. And who
'interactive Web site, the owners
basket ideas. The customer need
1 knows how much
1, gained the potential for worldwide 1 only point, click and provide a •
1 he's pulling in
:exposure formerly reserved for
1 fresh credit card number to avoid
I for his Ford
I large corporations with big adver-
the embarrassment of forgetting
commercial
tising budgets. The Web allowed
1 such an important event.
:the owners of Dash Cham to reach 1 The evolution of Dash Cham from 1 that airs
I only in
into a new market: Americans
I a small, home-based business to
Britain. That's
!wishing to send gift baskets to
one that anyone anywhere in the
right, Mr.
world can use is as clear a
1 Israel.
Duchovny, FYI
demonstration of the power of the
Thus born IsraelGifts.com , which
I
knows
all about your latest "perfo r-
j unlike most other businesses could I Internet as I have ever seen.
mance." As you may have heard,
I Regardless of whether it succeeds,
I Mark Lichterman lives in Hunt-
1
a number of big celebrities would
the trail has been blazed and
' ington Woods with his wife and
j never lower themselve's to appear
there is no going back. ❑
two children.
l
1
i
7/3
1998
100
in advertisements in the United
I States, but they have no problem
doing so abroad. They get paid
1 millions for a 2 minute stint of
which they think American audi-
ences know nothing. So how did
FYI learn about David Duchovny's
j Ford commercial? A little space
, alien told us ...
-
FYI: Bet you didn't know
this - about Dinah ...
Born Frances Rose Shore, singer
1 Dinah Shore was only 2 when she
1 caught polio. For years her right l&-/
1 and foot were disabled because of
1 the disease, and were restored to
: normal functioning only after years
of exercise and massage. Dinah
made her first public performance
when she was 14, and appeared
— singing and playing the ukelele
— at a local nightclub. Later, she
became a cheerleader and was
voted "Best All Around Girl" at high
1 school. She attended Vanderbilt
J University, graduating in 1938.
I After securing fame in Nashville
(she even appeared on the Grand
Ole Opry stage), Dinah went on to
I become a popular singer through-
out the country and
gain a reputation as a
gracious TV host, artist,
athlete and excellent
cook. Hmm, wonder
who was in the
kitchen with Dinah
when she was
cooking, and
was he strumming
on the ukelele
or the old
banjo? ❑
1