California Team’s Wise Copy

By COLlive reporter

Chabad publications, infused with the philosophy and spirit of chassidus, tend to have an everlasting impact on its readers.

David Sacks, a Jewish television writer and producer in Hollywood, includes one such publications as his early childhood inspiration back in New York City.

At the age of 8, a neighbor sent his family a subscription to “Shmuessen Mit Kinder Un Yugent,” or in its English title “Talks and Tales,” one of the first things the Rebbe did upon his arrival in the United States.

“The issues were only a few pages long, printed in black and white on shiny pages, and each one contained a Chassidic story,” he recalls.

“The premise of each was there is a G-d, He loves us, and He is intimately involved in every aspect of our lives. I loved them. They changed my life and became the foundation of my Jewish education.”

Talks and Tales was published for 48 years and since then many Chabad journals aiming towards the wider public, among them are/were Meyer Rivkin‘s Ufaratzta, Baila Olidort‘s Wellsprings, Rabbi Yisroel Rubin‘s Holiday Times, Rabbi Ruvi New‘s Inside Out Magazine and Chabad of California’s Farbrengen.

A new holiday magazine titled “SoulWise” is being offered for national syndication and customization by Chabad Houses for their communities.

“The success of Chabad on the web does not mean print is over,” Dovid Burke, managing editor of SoulWise, told COLlive.com. “Shluchim make good use of a return envelope for sale of Chametz forms or High Holiday donations.”

The magazine is created in California by a team of rabbis and designers. The editors Rabbi Shmuel Marcus of Los Alamitos – adding this to his assemble of singing and pickle making – and Jessica Pollack, a marketing professional of Orange County.

Close to 100 Chabad Houses are using the magazine with local listing of events and classes and local overtones like L’Chaim, Holiday Times and Denver Jewish News.

A recent photo shoot in Los Angeles for the cover photo was constructed by 2 young Chabad photographers Levi Tenenbaum and Zalmy Berkowitz and graphic designer Menachem Krinsky.

It has Rabbi Eli Hecht, Director of Chabad of South Bay Center in Lomita, CA, blowing shofar for a compelling cover for the upcoming High Holiday Issue.

Burke said the Tishrei issue will explore Chabad’s use of technology then and now days and “how tech is making it easier to be Jewish.”

“We have an article on how to turn Facebook into the Social Mitzvah Network and a profile of one of the only chassidic bee keepers speaking about honey and Rosh Hashanah,” he added.

Soulwise magazine is offered to Shluchim via the Shluchim Office distribution center run by Avraham Green.

“The local aspect of the magazine makes it attractive to locals and creates a huge impact around the country as we print over 150,000 copies,” says Green.

Find out more at shluchim.org/magazine