The Maccabaean

ADVERTISING THE ZIONIST MOVEMENT

Publicity is a powerful weapon. Wielded by strong arms and guided by intellectual minds it becomes a wonderful means towards an end.

Publicity is as vital towards the spread of the Zionist movement as is the addition of new leaders and new workers. What are the possibilities of advertising applied to the Zionist movement? Would it have any advantages and if applicable will it aid in the growth of the movement in America? Its value may be visionary but all plans are visions in their infancy, all movements are dreams in their creative stage.

Our beloved leader Herzl was a publicist. His masterpiece the “Judenstaat,” the book that awoke slumbering, indifferent Jewry to a realization of its duty, was advertising of a high order. How else, other than through publicity, could he preach to the Tews so effectively?

Our Zionist organization is using publicity in a small measure and I firmly believe that with the establishment of a Board whose sole duty it would be to keep before the attention of Jewish men and women, the aim of Zionism, its progress, new developments—making capital of the addition of men prominent in Jewish life tg our ranks, the work of its institutions, the necessity of establishing a haven for our suffering people—Zionism will have a healthy growth and it will be the means of corraling non-believers and unorganized Jewry into its ranks.

Why not advertise in the newspapers, both Yiddish and English? Why not advertise in the magazines? Why not appeal by circular letters direct to the Jewish youth, through booklets telling in simple forceful English what Zionism stands for? You may say all this is old and is being practiced to-day and has been since the beginning of Zionism. Of course, The Maccabaean has been preaching Zionism for sixteen years. Able men have contributed essays and articles that were written to prove the practicability of Zionism and Zionist work.

But who reads The Maccabaean? Do non-Zionists make it a point to read its arguments? Are they aroused sufficiently to compel them to read and learn the why and wherefore? How many of our American boys and girls are Zionists because of the realization of their love for things Jewish. What is the proportion of increase in the Zionist ranks? Isn’t it a fact that the average young American boy or girl, when they do join a Zionist society, join because there is a spark of love for Judaism in their hearts and they imagine they would like

to be Zionists. That spark must be fanned into a roaring flame that will burn brightly and inspire them to bigger things.

Publicity is the remedy. Look at the success of the political parties with advertising campaigns in the last ten years. Who would ever dream of seeing newspaper space used to appeal for votes? The idea of using Posters was unthinkable. Personal letters were a rarity. Nowadays when you see an immense electric sign on the Great White Way appealing to Jews to aid a Campaign, you are not amazed. You wonder whv it hac not heen used before?

Let me call your attention to the successful campaigns of the Y. M. C. A. in raising millions of dollars and gaining new members through carefully planned advertising campaigns. What about the hundreds of advertisements published in behalf of the many War relief committees? What would have been accomplished if these committees had to depend on mass meetings and orators to keep alive the necessity of their anneals.

Link up Zionist propaganda with advertising and the result will justify all the effort required, all the money that would be spent to successfully carry out the plans outlined. The effectiveness of the power of advertising will be proven by additions to its ranks and a swelling of contributions.

I should like to see the next Zionist Convention appoint a competent Publicity Committee, consisting of advertising men whose business it would be to bring before the attention of the Jews in this country through advertising, the message of Zionism—tell them of the work of the colonies in Palestine, its schools, its various funds, etc. Advertising will keep alive the interest of the multitudes who need the stimulant, of publicity and it will not be necessary for another Kishineff to awaken them to a realization of the need of a home for the suffering, homeless Jews.

With Zionist Greetings,Yours truly,ROBERT GOLDSTEIN.

Dr. H. Barnstein’s attitude towards Zionism is his own concern, but, when in The Maccabaean, a magazine of national circulation, he characterizes Houston’s Zionist leaders as “mainly religionless,” protest and inquiry are in order. Dr. Barnstein does not specify in what respect any of us are “religionless,’ though so serious a charge should have been made definite. We are curious to know in what respect the

leaders and members of his congregation have more or better religion than we.

Do their private lives square better with the holiness enjoined by our sacred writings? Are conduct and character tests of membership in his congregation? Do their religious beliefs harmonize more with the law and the prophets? If so, what are those beliefs and when was any particular belief made a test of membership in his congregation? Is their attendance upon public worship the proof of their superior religion? If so, has the member who attends services regularly more religion than the member who attends occasionally, only twice a year, or not at all. Is the congregational roll of membership the test of religion? If so, has the largest contributor more relicion than the least of them ?

We are also curious to know in what respect any of Houston’s Zionist leaders have less religion than Dr. Barnstein himself. For us Jewish solidarity and perpetuity signify all the elements of nationality except sovereignty over the soil, and to maintain that solidarity and perpetuity more securely we would supply the missing element. Does this conflict with the Judaism of Dr. Barnstein? What are his Sabbath services and holiday observances but the fulfilment of commands enjoined upon the Jews asa nation? And as for the religious beliefs which formerly dominated Jewish thought and life, what is left of them in the sum of Dr. Barnstein’s theology except a “colorless theism” and a “fatuous messianism?” If these be the gods of modern Israel, why continue to be a separate people, with the consequent material disadvantages, when the same isms can be enjoyed through membership in the Unitar- jan church? :

Reply to all or either of these questions is invited and awaited.

HENRY J. DANNENBAUM HARRY W. FREEMAN LOUIS A. FREED JACOB KATZ

PRAISES THE MACCABAEAN

I have recently been impressed by improvements in the general appearance of he Maccabaean. The pictorial illustrations in the Jewish National Fund Number and particularly the outside cover of that issue, both as to design and color, appealed to me

As I have on several occasions made unfavorable comments concerning the magazine it affords me all the more pleasure to be able to record this more favorable impression.

1 am, with Zions Greetings,

Very truly yours,SARAH KUSSY.