Subscribe to Print Edition | Fri., March 14, 2008 Adar2 8, 5768 | | Israel Time: 03:03 (EST+7) web haaretz.com   Back to Homepage Rosner's Domain Diplomacy Defense Jewish World Opinion National Print Edition Advertising Books Arts & Leisure Business Real Estate Easy Start Travel Week's End Anglo File

What Israel has done for them lately By Cnaan Liphshiz Tags: Israel21c, Web-site, U.S.  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." Advertisement 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. Bookmark to del.icio.us   Hezbollah scare Lebanese group's influence has dramatically increased in the West Bank. Literary boycott Peres calls Muslim countries' shunning of Paris Book Fair 'most ridiculous.'

Today Online Abbas accuses Israel of 'ethnic cleansing' in Jerusalem Responses: 218 At least 30 Qassam rockets fired into Israel from Gaza since Wed. Responses: 172 Amira Hass: PA officials should act more like Gandhi Responses: 75 Poll: Half of Jewish public oppose Arabs in their neighborhoods Responses: 127 Wagner show in Nazi-era hall to raise funds for Ramallah venue Responses: 81 More Headlines 22:40 At least 30 Qassam rockets fired into Israel from Gaza since Wed. 22:13 Israel Bank intervenes in foreign currency market, buys dollars 01:35 Israel and France have a second honeymoon as Peres visits Sarkozy 02:39 Deputy TA mayor: Gov't reneges on promise to help refugees 01:01 Police arrest rabbi for 'inciting Palestinians' in East Jerusalem 20:56 Jerusalem yeshiva commemorates 8 students slain in terror attack 19:07 Ban: Israel must halt 'excessive force' against Palestinians 02:22 Jerusalem parents held in suspicion of torturing 3- and 4-year-old boys 02:48 Israel falls behind the times in having woman parliamentarians 22:23 Abbas accuses Israel of committing 'ethnic cleansing' in Jerusalem 00:43 Rubinstein competition / Exalted strokes outweigh the flaws 23:17 Traffic cop jailed for shooting at drivers who refused to pull over 20:38 Two Kiryat Ata men arrested for attacking Arab workers Previous Editions Select Day 13 mar 12 mar 11 mar 10 mar 09 mar 07 mar 06 mar 05 mar 04 mar 03 mar 02 mar 29 feb

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