Week

DEEP DIVIDE

Linking Buyers And Sellers

Jewish News' advertising efforts hailed as best in Michigan.

DAVID SACHS
Senior Copy Editor

A

s the Chanukah season
approaches, the Jewish
iVews has received two wel-
comed gifts from the
Michigan Press Association (MPA).
In a competition with similar-sized
weekly newspapers, the Jewish News
has won first-place statewide honors
for both its Chanukah Gift Guide
and its Classified Marketplace adver-
tising pages.
Named the state's best special
advertising section, the Chanukah
Gift Guide is a
pullout supple-
ment appearing
on two successive
Fridays prior to
the holiday. It is
edited by Carla
Schwartz and
designed by the
IN's Creative
Services depart-
ment. Sales
Manager Dean
Dimitrieski leads
the team of JN
account executives
who serve as the
link between the
advertisers and read-
ership.
The Chanukah
Gift Guide, accord-
ing to the MPA judges, was the
"Most professional entry in category.
Ads pleasing to look at inviting the
reader to linger on each page taking it
all in!
"Clean, crisp and uncluttered,"
they concluded.
"For many of our advertisers, the
holiday shopping season is the most
critical time of the year," said Jewish
News Publisher Arthur M. Horwitz.

tni

11/7
2003

24

Lyczak

"Many of them make their num-
bers for the entire year based on the
sales that take place in a four- to six-
week period.
"We're very pleased that our
Chanukah Gift Guide gives our
advertisers the best opportunity possi-
ble to help them meet or exceed their
goals, not only in that four- to six-
week period, but for the entire year as
well."
Chanukah Gift Guide editor Carla
Schwartz includes informative holi-
day articles in the section. "Over the
years, we've talked
about the

Classy Classified

The JN's weekly Classified Market-
place — named the best in the state
— is the product of the efforts of
Inside Sales Manager Meg Lyczak and
her staff of five sales representatives.
"Our classified section is as strong
as it is, in part, because it works for
our advertisers and, in part, because
of Meg," said Publisher Horwitz.
"She has really taken the Classified
Marketplace and her very talented
staff to the next step."
Lyczak says the key to success is
serving the needs of both Classified
readers and advertis-
ers.
"We make
it easy for our
readers to find
what they're
looking for,"
she said. "And
with the adver-
tisers, my sales
staff does a lot
of phone work,
a lot of follow
up, a lot of good
customer service.
"In the last
year and a half,
the Classified
department has
grown in leaps
and bounds."
Horwitz was
pleased that the
Jewish News won
two MPA awards for its advertising
efforts in addition to the six MPA
awards achieved for journalism.
"What is particularly gratifying is
that in addition to our quality edito-
rial content and design, we have also
have achieved great success in provid-
ing the same quality environment for
our advertisers." ❑

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DisCours!

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For Classified Display
AdFertiSidg rates, call
248. 3515100

meaning of
Chanukah and how people celebrate
the holiday," she said. "And we give
lots of gift ideas and lots of ways to
cook latkes, too."
As for the ads, the Chanukah Gift
Guide's art director Deborah
Schultz, speaking for the staff of
Creative Services advertising design-
ers, said, "We make each ad look the
best."

Dimitrieski

Schultz

Horwitz

from page 21

rorism makes it impossible for him to go
as far as he would like. Moreover, he
says, he did all he could to help Abbas
— including an agreement to transfer
four more cities to Palestinian control —
a plan that was torpedoed by an erup-
tion of Palestinian terrorism.
As for Qurei, Mofaz says he is willing
to work with him, but progress will
depend on just how far Qurei is pre-
pared to go in cracking down on terror-
ism, as the Palestinians agreed to do
under the road-map peace plan.
For his part, Sharon expects to hold a
key working session with Qurei soon.
But his own political position is not as
strong as it was when Abbas was prime
minister.
Sharon's position has not been helped
by the police investigation into corrup-
tion allegations concerning him and his
two sons. On Oct. 30, Sharon was inter-
rogated for six hours on the so-called
"Greek Island Affair," in which he is sus-
pected of taking bribes to help Likud
activist and millionaire contractor David
Appel secure a Greek island for tourist
development.
Police afterward were divided on
whether they had enough evidence to
press charges. But even if Sharon is not
indicted, his political star seems to be in
decline.
Sharon's weakness may be one reason
for emerging signs of a U.S. rethinking
of the Israeli-Palestinian equation. In an
Oct. 30 address at Georgetown
University, U.S. Deputy Defense
Secretary Paul Wolfowitz drew a clear
link between hostility to the United
States in the Arab world and failure to
make progress on the Israeli-Palestinian
track.
Wolfowitz also expressed support for a
joint grass-roots peace initiative authored
by former Shin Bet chief Ami Ayalon
and Sari Nusseibeh, president of Al-
Quds University, implying that some-
times leaders need to be goaded along by
public sentiment.
In yet another sign of changing
American attitudes, the U.S. Bureau of
Intelligence and Research is recommend-
ing that the Bush administration apply
pressure on Israel to stop construction in
settlements in order to make headway
with the Palestinians — and, the think-
ing goes, thereby help calm the situation
in Iraq.
The recommendation comes in a
paper written by Carl Ford, assistant sec-
retary of state for intelligence and
research, which was submitted last week .
to the Senate's Select Committee on
Intelligence. Ford's position is said to
reflect that of CIA Director George
Tenet. ❑