Last update - 00:00 07/03/2008
What Israel has done for them lately
By Cnaan Liphshiz
Instead of trying to explain why Israel killed 100 Palestinians in Gaza last week, the Los Angeles-based pro-Israel news site Israel21c informed Americans about a new Israeli drug which could help them lose weight. During a visit to Israel last month, Israel21c's executive vice president, Larry Weinberg, told Anglo File this strategy of focusing on Israeli contributions to society rather than on the Middle East conflict uniquely suits the U.S. public.
Israel21c appears to be an American success story. During its six years of existence, this online newsletter-turned-news site has placed hundreds of positive Israel-related stories in U.S. media and vastly increased its readership to around 20,000 subscribers. Last month the site upgraded its look, offering video content and a slick new design.
But even the proud Weinberg concedes his nonprofit's editorial strategy would probably crash and burn in Europe. "Americans don't want to know what the Arabs and Israelis did in 1948," Weinberg says at a Yemenite restaurant in Tel Aviv. "Also, people in America don't know anything about Israel's contribution to medicine and technology. If you ask them about the system of government, many say they think Israel is attempting democracy."
Weinberg argues this American naivety, coupled with a deep-rooted inclination to take care of Number One, makes it worthwhile to tell Americans "what Israel has done for them lately." He believes doing so can be more effective than explaining "why Israel is right and the Arabs are wrong." The seasoned publicist and PR person says he had considered trying to duplicate Israel21c's success in the Old World until he consulted European colleagues and reviewed disheartening opinion polls. The Europeans, he says, are very different in this respect. "They know a lot more about Israel and they recognize it's a democracy and technological power." However, he surmises, "they don't want to hear about any of it until Israel does what they think it should do with the Palestinians."
Back in the U.S., Israel21c puts a special emphasis on reaching neutral readers. Professional magazines, Weinberg says, are a prime target. "If I place an article about a new Israeli technique for growing flowers in the professional U.S. florists' magazine, then I have found a way to reach people who would otherwise probably be disinterested in Israel," he explains. "Now, I've got them dying to know more."
Over the years, Israel21c has established itself as one of the very few explicitly pro-Israel publications that other publications perceive to be a reliable source for original, fresh stories. Press agencies and local publications are in the habit of following up on Israel21c stories - often without giving the site credit for finding the scoop, according to Weinberg.
While this practice would infuriate most red-blooded news editors, Weinberg's reaction sets Israel21c apart from regular outlets. He says he prefers it when Israel21c receives credit, but he seems to take satisfaction for providing the source even when they don't.