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theJEWISHNEWS.com

A JEWISH RENAISSANCE MEDIA PUBLICATION

» Creative Minds Two Huntington Woods brothers
post their YouTube song about famous people with
dyslexia. See page 3.

» Showing Support Nationwide, universities find
Israeli boycott violates academic freedom. See page 24.

DETROIT JEWISH NEWS

» A Tradition! Fiddler on the Roof, nearing its 50th
anniversary, proves its staying power. See page 33.

Caleb and Adin Kleinfeldt put a positive spin

on dyslexia with their YouTube song.

metro

Behind
The
Auto Show
Curtain

or years, press days at the Nort
American International Auto
Show in Detroit were for the
privileged few. If you had credentials,
you could attend the glitzy new product
introductions of all of the world's lead-
ing automakers.
But things have changed. Now any
auto buff can watch product unveilings
live online — and even participate in
Web chats with execs and designers.
At the center of that change is Ed
Garsten, head of digital media for
Chrysler. He's genuinely excited abou
the new direction.
"We're taking the public behind the
curtain that was previously impervi-
ous," Garsten says. "Press week always
was super-exclusive, and the public got
its news from whatever the press doled
out. Now you can see the action as the
press sees it in its full context:'

A journey from Hebrew
school to CNN to Chrysler.

CONTINUED ON PAGE 8

Allan Nahajewski I Contributing Writer

Ed Garsten reports from the floor of the Los Angeles International Auto Show.

business & professional

Men Of Steel

Goodman family business still going
strong after 60 years.

Allan Nahajewski I Contributing Writer

I

n

1953, from the back room of the family's sporting
goods store in Downtown Detroit, Al Goodman
started buying leftover steel from one factory and
selling it to another.
That's how the Eaton Steel Bar Co. was born. Today,
the family-run business produces its own steel. The
company is based in Oak Park with 250 employees and
a wide range of customers around the world.
In the early days, three Goodmans led the way. Al
and his brother Ozzie ran the business. Their father,
Joe, was a regular in the office as well. Sixty years later,
three other Goodmans are at the helm — Al's sons

Printed In

Michigan

Covering and
Connecting
Jewish Detroit
Eve y Week

Mark and Gary are co-presidents,
while Mark's son Jeff is a company
officer and a metallurgical engi-
neer.
"Growing up, I saw how much
my father, uncle and grandfather
enjoyed their work, and I really
wanted to be part of that," Mark
Mark Goodman
says.
But Al Goodman had another
vision for his sons.
"He tried to discourage us from the business," Gary
says. "He wanted us to be doctors:'
Adds Mark, "He made us memorize the chemical
composition of every grade of steel in existence. It was
crazy."
Though Mark and Gary passed their father's test,
they say their expertise is not steel, but buying and
selling. "We know how to create relationships and add
value. That's what we do well," Mark says. "That's how
we've built the business."

CONTINUED ON PAGE 22

