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FOOD AND
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INTERNATIONAL DINING
Generation IT
New Web site will seek ways to reach a lost generation.
JULIE WIENER
Jewish Telegraphic Agency
New York
or years, they've
been considered
a sort of lost gen-
eration of Jews.
Out of college, highly
mobile and — to a large_
extent — unmarried, Jews
in their 20s and 30s histori-
cally have been underserved
by an American Jewish
community focused on
children, students, families
and senior citizens.
Now, several key national
players are betting that the
v,ray to reach out to this
cohort — which they are
labeling "Generation J" in a
play on the familiar
"Generation X" — is
through the Internet.
The United Jewish
Communities, the umbrella
for North American Jewish
federations, the Charles and
Lynn Schusterman
Foundation and Jewish
Family and Life, a nonprof-
it Jewish media company,
are teaming up to develop
an ambitious Web portal
for young Jews.
Plans are still in the early
stages, but the new site
aims to "attract large num-
bers of 20- and 30-some-
things to be engaged in
Jewish life" and facilitate
communication among the
5 range of Jewish groups that
reach out to them, accord-
ing to a mission statement.
According to Yossi
Abramowitz, editor, pub-
lisher and founder of
Jewish Family and Life,
"There's not one single
endeavor out there for this
age group that has the
budget, know-how and
marketing savvy to get a
super-critical mass of young
adults and to find them on
the Web on a regular basis.
"Because we're acting in
concert, this will be a criti-
"They were much more
interested in arts and cul-
ture, social action and
information access."
One challenge for the
new mega-site will be
appealing to as broad a
market as possible, say
those involved in the plan-
ning.
"Our needs, even for
those who are marginally or
moderately affiliated, are so
different," said Laini
Wolman, 25, a program
associate at the
Schusterman Foundation.
"Some of us are pulled in
through arts and culture,
cal mass of people coming
and GesherCity, a national
in through the main gate-
franchise of outreach groups
way," Abramowitz said.
that link young Jews to each
Jewish Family and Life,
other and to local Jewish
which hosts more than 15
activities.
Jewish Web sites, already
Several Jewish founda-
has a site called
tions and mainstream
"Generationr
Jewish organizations also
(it can be accessed at
have come together to sup-
wwwgenerationj.com).
port young Jews creating
The site initially was cre-
their own innovative proj-
ated with the UJC, but has
ects. For example, the San
been running independent-
Francisco-based Joshua
ly for the past year,
"GenerationJ" currently
gets 15,000 to 20,000 visi-
tors a month, but — with
just about eight articles at a
01')
time -- is much more lim-
ited in scope than the
efvk 1,10 '
mega-site envisioned.
i1
Current articles include
* \I?
\
\)\ 1 • )Q'
't\c3.4'
"Mahjong? At Your Age?"
ke'
'``C'
and "Is Affirmative Action
0"
Good for the Jews?"
It also hosts occasional
Writer Rob Dixter comes
but what about those of us
off-the-Web events, like a
o the computer screen
who
are really interested in
recent poetry slam (com-
and reads to the audience at
sports or who are outdoors
petitive poetry readings) in
"Geni.com Live!" at Makon a people?" Wolman said.
New York.
cultural center for "Generation
"There are several differ-
The future portal likely
J" Jews in New York.
ent audiences and sub-audi-
would offer more interac-
ences, so whatever
tive features than
approach we take has to
"GenerationJ" does and
appeal to as many as possi-
would link users to various
Venture is funding eight
ble, but we also have to be
programs, events and
"fellows," whose projects
realistic."
organizations in the Jewish
range from an edgy maga-
Sherr noted that the site
world.
zine called Heeb (see related
may have to balance various
It is not clear how soon
article) to a program train-
audiences and needs when
the new site will be up and
ing Jewish teens to be film-
dealing with touchy issues
running. The site's planners
makers.
like intermarriage and
recently held two focus
Single Jews also are tar-
interdating.
groups, and are now
geted by a seemingly end-
"We were discussing what
preparing a business plan.
less array of Jewish dating
the values of a site like this
Work will not begin on
Web sites, many of them
should be, and someone
the site until additional
for-profit enterprises.
raised the point that it
funding partners come
Participants at the recent
aboard.
focus groups expressed little should be welcoming of
people who are not Jewish
While many established
interest in more Jewish sin-
—
because many Jewish
Jewish organizations long
gles or dating services, said
people
this age are products
have had -young adult"
Susan Sherr, assistant direc-
of intermarriage, dating
groups or singles events
tor of the UJC's Jewish
non-Jews or have signifi-
with mixed results, in
Renaissance and Renewal
cant relationships with peo-
recent years a number of
pillar, the UJC committee
ple who aren't Jewish,"
new groups and projects
involved in the project.
Sherr said.
have emerged focusing
"Dating was mentioned
"The question is, 'How
more directly on 20- and
maybe once in the focus
are
the Jewish organizations
30-somethings.
groups," said Sherr, who is
going ro feel about funding
Among them are Makor,
32 and thus a member of
things like that?" Li
a Manhattan cultural center, the targeted audience.
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8/17
2001
79