HAKOL - October 2016

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HAKOL LEHIGH VALLEY 40th ANNIVERSARY

The Voice of the Lehigh Valley Jewish Community

OCTOBER 2016 | ELUL/TISHREI 5777

8ish Over 80 brings Jewish community together to celebrate older adults By Michelle Cohen HAKOL Editor The Lehigh Valley Jewish community will gather on Nov. 13 to celebrate the lives and accomplishments of 16 remarkable people over the age of 80 who have donated their time, talents and hearts to enriching our community. An elegant champagne brunch in their honor will be hosted by Jewish Family Service at Temple Beth El. The proceeds from the brunch will benefit older adult services. “The whole community coming together is the idea of this event,” said Debbie Zoller, executive director of JFS. “It’s wonderful to honor older people

Under the Same Moon begins another year. See page 3.

who make a difference in people’s lives. Though there are so many who could be honored for giving of their time and talent, we start with these 16 who each have a great story to share.” Each of the honorees was chosen by a synagogue or Jewish agency in the Lehigh Valley. “Who knows better than the organizations around the Valley where people serve who their extra special seniors are?” said Wendy Born, president of JFS, who came up with the idea for the event. As part of the process, the organizations were instructed to choose individuals with “dedication of time, talent and mensch-like qualities” in the Lehigh Valley, and of course, at

8ish Over 80 Continues on pages 12-13

Prepare for the election with two community events. See page 7.

Two past HAKOL editors reflect on changes and community By Michelle Cohen HAKOL Editor Editor’s note: The following serves as Part 2 of a story in the September issue about the history of HAKOL.

Learn about two local Torahs with extraordinary stories. See page 18.

No. 391 com.UNITY with Mark Goldstein 2 Women’s Division

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LVJF Tributes

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Jewish Family Service Jewish Community Center Jewish Day School

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Community Calendar

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The HAKOL you hold in your hands has come a long way from the eightpage, Allentown-focused, non-advertising paper that began 40 years ago. One of the main forces spearheading the changes from the original paper to the HAKOL of today has been editorial involvement. Here, two past editors of HAKOL reflect on the changes they made to the paper and the sentiment of the paper that continues to this day. Carolyn Katwan was

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the editor of HAKOL for 13 years, beginning in June 1997. Katwan, a native of the Lehigh Valley, described her experience with HAKOL as giving her a “gratifying connection to community,” a type of connection that was different from what she experienced growing up. In order to cultivate this connection, Katwan made a number of changes to the production process of HAKOL to modernize the paper, its look and the way it arrived in homes. With the additions of a computer, layout software and a program called Quark, Katwan brought the designing process in-house, so that the editorial board could cut and paste articles – literally – to maximize the space and create a standardized look for the paper. The cost of this venture was covered by advertising, a new feature Katwan introduced to increase the paper’s revenue. HAKOL began its journey to advertising by offering sponsorship opportunities for a single issue to individual retailers for a flat fee of $1,800. However, since there were no ads in the paper, the advertiser was not getting much exposure, which made it hard to find advertisers who were willing to pay this

cost. Katwan’s response to this was to “create a better product” with various measures such as increasing the page count, creating a regular production schedule and designing a more professional look for the paper. In order to get businesses to believe in HAKOL as a solid vehicle for their advertising, Katwan led her team in a complete redesign of the paper to create a “modern and appealing” product to sell. The resulting ad revenue allowed HAKOL to expand further and begin to dabble in color pictures. “As ad revenue came in, it enabled us to grow it further,” Katwan said. “We started developing an editorial calendar that would also benefit the advertising but critically to try to keep in sight that even as we introduced special issues and things like that, that the focus and connection was always there back to our mission and the Jewish community.” As she changed the content to add more personalized stories from community members and special sections, she never lost sight of HAKOL’s true reason for existing: the Jewish community that HAKOL served. “It’s the Jewish connec-

Carolyn Katwan

Jennifer Lader

tive tissue for the community,” Katwan said. “It’s the one place where everything comes together and is visible and open to the rest of the HAKOL editors Continues on page 5


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