Issue 121 by The Boro Park View

FREE ISSUE 121 FEBRUARY 9, 2022

‫פרשת תצוה‬ ‫ח’ אדר א’ תשפ”ב‬

FYI: COLOR PSYCHOLOGY

THE NUTS AND BOLTS OF BUILDING A BRAND It takes talent to get from name game to launch day — Leading marketing experts talk about the science and the art —

THE MASTERMINDS OF MARKETING

UPGRADING THE OFFICE AMBIENCE

A roundtable discussion on the intricacies of creating successful media

Ten simple ways to optimize your work environment

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‫בס"ד‬

‫אידישע‬ ‫פרעזענטאציע‬ ‫צוליב די גרויסע פארלאנג‬

‫אין בארא פארק‬

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‫לעבט‬ ‫מיט די‬

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‫פרעזענטאציע‬ ‫פון די בארימטע מרת זיסי עבער תחי'‬

‫די קורס וואס האט שוין‬ ‫אינספירירט און דערהויבן‬ ‫טויזענטע פרויען ווי אייך!‬

‫ברענגט אריין‬ ‫די שכינה הק'‬ ‫אין שטוב!‬

‫די גייסטרייכע לעקציעס וועלכע ווערן איבערגעגעבן דורך די בארימטע‬ ‫מרת עבער תחי'‪ ,‬לאזט אן אומבאשרייבליכע רושם ביי אלע וואס טוען‬ ‫דאס מיטלעבן‪ .‬טויזנטע פרויען זענען דערפון גייסטיש דערהויבן געווארן‪,‬‬ ‫פון אלעמען הערט מען‪ :‬יעדע אידישע פרוי מוז דאס זען! ס'רעדט צום שכל‬ ‫און צום נשמה! כ'האב באקומען א פרישע בליק אויפ'ן לעבן! וואו זענט‬ ‫איר געווען די אלע יארן? א שאד כ'האב עס נישט געזען ‪ 20‬יאר צוריק!‬

‫ניי!‬

‫נייע אפציע אויף די זכו ליין‬

‫‪BORO PARK- YIDDISH SHOWING‬‬

‫די‬

‫‪Wednesday, Feb. 23‬‬

‫‪For registration, a demo, more‬‬ ‫‪information, and the full line of lectures‬‬ ‫‪by Mrs. Aber. Call the Zuchie hotline‬‬

‫‪845.209.1212‬‬

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‫צוליב די גרויסע פארלאנג טוט זכו אויך צושטעלן‬ ‫די מים טהורים קורס צו קענען הערן לויט אייער‬ ‫באקוועמליכקייט‪ ,‬פון אייער שטוב‪.‬‬ ‫אויך גוטע געלענהייט פאר די וואס האבן עס‬ ‫שוין געזען און ווילן זיך נאכאמאל באנייען און‬ ‫אנווארעמען צו זייער ספעציעלע צייט!‬

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‫אן היסטארישן טאג פאר יהדות אמעריקע ווען‬ ‫במקהלות רבבות ישראל וועט געפייערט ווערן די‬ ‫סיום פונעם צווייטן מחזור פון דרשו הלכה‬ ‫מענער‬

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See more from your comhab & respite services

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‫בס׳׳ד‬

WINTER IS HERE WARM UP WITH AN EYE EXAM

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O P T I C A L L A B | 4 6 2 0 1 6 T H AV E N U E | C A L L O R T E X T 7 1 8 . 9 5 4 . 4 3 3 0 COMMUNITY PLAN

IT ALL BEGAN WITH A PARTY

AND ENDED WITH A

Shabbos table. “It’s so painful to even talk about…but our Shabbos table has had an empty place for months now, because my son chooses to hang out with his so-called friends, even on Shabbos. I hosted a party for Mikvah Taharah Association, and things have improved steadily since then, Baruch Hashem. Our Shabbos table is now complete…”

S C H E D U L E Y O U R PA R T Y T O D AY ! Help MikvaH TaHara build Mikvaos in coMMuniTies THaT don’T yeT Have one due To a lack of funds.

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Early Bird: $36 Regular: $40

UPGRADED DAIRY COLLECTION

OUR CLASSIC COLLECTION

Early Bird: $7 Regular: $8

(The go to Mishloach Manos for friends and neighbors) 4 drizzled chocolate covered pretzels boxed with a Mini Smirnoff 8.25 x 7.5 x 1.5

Early Bird: $13 Regular: $15

(For a good friend) 6 drizzled chocolate covered pretzels boxed with a Khor vadka 10.75 x 8 x 1.5

Early Bird: $30 Regular: $33

(Perfect gift for select clients) 8 gourmet milk chocolate truffles paired with a bottle of Jack Daniels (200 ml) 8.5 x 8 x 2

Early Bird: $57 Regular: $60

(Best choice for business associates) 15 gourmet milk chocolate truffles complimented by a bottle of Gentleman Jack (375 ml) 11 x 9 x 2

Early Bird: $115 Regular: $120

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*certiﬁcation excludes drinks

732-90-Pretzel (907-7389)

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

*$100 minimum order

purimpretzel@gmail.com

(For the boss, the Rov or the Shvigger) 32 gourmet milk chocolate truffles perfectly boxed with a bottle of Basil Hayden (750 ml) 15 x 9.5 x 4

*Early bird prices are valid through February 13th

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A Simcha With Style Design: THE BORO PARK VIE W

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Upscale events

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Minimum 20 couples

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For bookings: 718-790-3388 1431 58th Street, Brooklyn, NY

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‫זמנים לפרשת‬

‫תצוה‬

‫רבינו תם‬

‫הדלקת הנרות‬

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The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

(Re: My Life With Misophonia, Issue 120) It was with immense gratification that I read about one person’s experience with misophonia. Non-sufferers will never understand how very excruciating it is for someone with misophonia to be forced to endure sounds that are intolerable to them. Not always can the sufferer leave the situation, and for many, the suffering is ongoing and dreaded (loud chewing or slurping at the Shabbos table, by a coworker, etc.). Since noisy eating is a typical misophonia trigger, there is an additional point I want to mention in regard to eating etiquette. Chewing quietly and with the mouth mostly closed is a very basic form of mentchlichkeit — a part of the decency and refinement expected of a human being, regardless if others with misophonia are present or not, and even when eating alone. If you are not sure whether you eat in a manner that is pleasant and b’kavod to those around you, please ask someone you trust for their honest opinion. With thanks for your understanding, A Misophonian

A POSSIBLE SOLUTION

(Re: My Life With Misophonia, Issue 120) Thank you for your wonderful publication. I was wondering if the writer of the article in this week’s issue ever looked into OT. Although I have never been officially diagnosed with misophonia, I was totally able to relate to the writer’s suffering and frustration. But baruch Hashem, after doing OT, I have seen a major improvement! I’d like to take this opportunity to publicly thank Hashem for the transformation in my life and hope that more of my sisters in suffering see similar successes soon! M.E.

THURSDAY BROOKLYN, NY

49°/31° FRI

SHABBOS

SUN

MON

TUE

WED

46°/40°

55°/28°

34°/23°

36°/24°

39°/31°

44°/38°

NOTHING TO CHUCKLE ABOUT

(Re: My Life With Misophonia, Issue 120) In the article about misophonia, the author wrote about a burning house cartoon that she found so validating. Please remember: Tzaddikim have said you should talk half of what you think, and write half of what you talk. Although the author saw this cartoon and felt it suited her emotions, a Jewish circular is not the place where someone should express their feelings with retzicha — and still chuckle about it. There are plenty of other ways to give readers the feel of the situation in a way that suits a nation of rachmanim bnei rachmanim. I hope you feel better soon. Someone Who Cares

IT HAS A NAME

908.583.6109 Call for Private Appointments!

(Re: My Life With Misophonia, Issue 120) Thank you for printing the article on misophonia. There are so many people who suffer from misophonia and are not even aware that it is a neurological condition — one that has a name! I want to add a few important factors, humor of the article notwithstanding. Misophonia has a cousin called misokinesia, which is defined as “the hatred of movement.” It is a neurological condition that is defined as a strong negative affective or emotional response to the sight of someone else’s repetitive movements, such as seeing someone mindlessly fidgeting with a hand or foot. Both miso (which is what many sufferers call it) conditions can be debilitating and hinder one from doing certain activities, such as attending events where there will be lights or very loud sounds. When miso gets triggered for me, my brain shuts down. I can see you talking while you’re clicking your water bottle open and closed, but I have no clue what you’re saying. My brain stops processing, and I can’t hear you or digest anything. I also hear sounds or see things that others around me don’t pick up on, whether it’s a machine clicking in the next room over, or someone playing with the spoon on the table. No one chooses to have a trigger response, and as of now, there is no known way to mitigate the reactions. When I get triggered, it often feels like someone is scraping a fork on my brain, and the best I can do is try to wait for the sound or movement to pass (if it’s movement, I often position myself in a way that I don’t see the movement within my peripheral vision) without asking the other person to stop. I don’t expect people to be aware of their every move, but I wish people would understand that miso isn’t a choice. Miso isn’t something we can choose just not to have. Thank you very much for giving people a voice. Esther Chanie Dushinsky

SOCIALLY COMPLICATING CONDITIONS

(Re: My Life With Misophonia, Issue 120) It was so generous of you to share your experiences with misophonia so that other sufferers can learn that they’re not the only ones. Misophonia reminds me a bit of the 38

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

FOR

ECA

STI

FUN

A jam packed schedule,

skymediaco.co

rain or shine.

There’s that something in the air at Camp N’eemah. It’s where a rainy day calls for a celebration, and storms are there to make a splash. It’s in the pulsating energy you feel when stepping into our dining room and in the deafening crescendo of indoor fun at its peak.

‫בהדרכת הרב יעקב יוסף מאסקאוויטש שליט״א אב״ד באראוו‬

Directors: Mrs. Chana Pessy Rosenberg Mrs. Faigy Fleischer

There are some things you just gotta be there to know. Camp N’eemah is one of them. !‫א זוממער צו געדענקן‬ 845.272.6001 • office@campneemah.com For heimisha chassidisha girls entering grades 8-12

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long-ago case of G. Stehli whose acute auditory sensitivity was helped by a Swiss doctor through auditory integration training. May I point out, as well, that there are people with various other situations that are socially complicated, some even more so. But the common thread that runs through all of these socially inhibiting conditions is: judgmentalism and isolation. Some examples of socially inhibiting conditions: • Chemical sensitivity: Imagine scenarios where certain scents, which are benign to most, nauseate you. You then have no choice but to frustratingly maintain your distance, sweet as some people may be, or else risk offending them by requesting they abstain from certain products or air fresheners. (See, that’s a social “no-no”, but the same type of request toward a smoker is socially acceptable! Go figure!) • Even worse are those who suffer from socially unfriendly conditions such as IBS, cramps and R-CPD. • Finally, there’s that tearjerker case from approximately 30 years ago, wherein a girl with Tourette’s Syndrome was misjudged by her teacher as having “chutzpah” when she involuntarily laughed during a serious discussion. The girl was so shamed by the public setdown that, rachmana litzlan, there was no “happily ever after” for her. The one most at fault, though, was whichever responsible party failed to inform the teacher about her condition. Miriam

A LUCRATIVE LETTER

(Re: All You Have To Do Is Ask, Issue 118) I enjoyed your article about customer service letters. I personally have been doing this for years. My last encounter, which I will share, was with a drink that had something floating inside. I sent it back to the company for credit and asked if there’s anything more that could be done, since the offending drink was a really not pretty sight, to put it mildly. To make a long story short, I got $500 for that $5 bottle. Leah Teitelbaum

EDITOR’S BULLETIN: BAKING TIME OMISSION

(Re: Specialty Cakes Mixed by Hand, Issue 120) We regret that there was no baking time listed for the marble cake that appeared in our last week’s issue. The cake should be baked for 45 to 50 minutes. We apologize for the omission. THE BORO PARK VIEW WELCOMES YOUR COMMENTS, FEEDBACK AND LETTERS.

comments@thebpview.com FAX: 718-408-8771 MAIL: The Boro Park View, 1274 49th Street, Suite 421, Brooklyn, NY 11219 EMAIL:

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PARSHAS TETZAVEH Do Clothes Make the Kohen?

Suddenly, he heard a light sound coming from a corner of the room. He silently turned to the source of the White linen, blue wool, gold bells — the sound and saw that it was none other garments worn by the Kohen Gadol were than that gentile prisoner, who was holding the little sack in his hands. breathtakingly royal. Yet the question begs to Yankele was curious and followed be asked: Why did Aharon and his sons need the fellow’s moves carefully. Slowly and reverently, the man to wear special clothes? After all, Aharon pulled an army uniform – from the was chosen for the role because of his inner German military — out of the bag. He carefully slipped it on, on top of greatness. Did he really need the exclusive his Russian prisoner uniform. His eyes flashing, the man rose to his full external garb to substantiate his rank? height and made a couple of sharp movements, as if he was directing a large unit of troops. Then he got unSOMETIMES PEOPLE ACT QUEER. Even in Siberia. Or dressed, carefully folded his army uniform into his sack, perhaps, especially in Siberia. Yet there was something and returned to his bed where he went back to sleep as if about a particular inmate that drew Reb Yankele Galinsky’s nothing had happened. The following morning, as they were going to work, young attention. It was at the height of World War II, and a young Reb Yan- Yankele approached the fellow and quietly asked, “Why did kele was incarcerated in the confines of the infamous world you put on that army uniform in the middle of the night?” The man turned white. He looked right and left furtively, of ice known as Siberia. Day after day, he and his fellow Jewish and gentile inmates slogged away under their mighty checking if anyone else had heard the question. “Don’t worry!” Yankele said in his most reassuring voice. Russian overseers. Throughout it all, one tall, stiff prisoner stood erect. “I won’t share your secret with anybody! I’m just terribly cuYankele noticed that the commanders seemed to pick on rious…” The man must have felt Yankele’s sincerity, because he this gentile fellow, making sure that he worked nonstop at the most difficult and demeaning duties. Amazingly, the actually spilled his beans. “See, I was a senior officer in the German Army before I man never broke. He kept going, shoulders squared, back fell captive to the Russians, and the enemy seeks to break me straight, never flinching. He never complained, either. This man had a small cloth sack that he guarded like a in every way. They work me so hard from morning to night hawk. The contents of his precious bag were top secret, and and make sure to disgrace me with shameful jobs because he made sure nobody ever got their hands on it. At night he they want me to go out of my mind. “But I will never bend! They can try as hard as they like to slept with it under his head, and by day he hid it well. Truth be told, this inmate was an extreme introvert. He belittle me and cause me to believe I am unimportant, but kept to himself, never speaking or interacting with the oth- they will not break me! “That’s why, every night, I put on my officer uniform for a ers. Everything about him was one great, enigmatic mysfew moments to remind myself of who I really am and where tery. One night, everyone in the barracks was asleep, but Yan- I come from. I don’t want to forget that I am a senior officer, kele was twisting and turning in his uncomfortable bed. with loads of troops under my control.” 46

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

‫בס"ד‬

‫מחובר – א קשר מיט זיך אליינס‬ ‫א סעריע פון ‪ 13‬שיעורים וואס איז געבויעט‬ ‫צו ברענגען א חיבור‪/‬קאנעקשאן מיט זיך‬ ‫אליינס‪.‬‬ ‫אין די היינטיגע שנעלע וועלט‪ ,‬איז דא א‬ ‫אויסטערלישע 'דיסקאנעקשאן'‪ ,‬וואס מען‬ ‫פארלירט די כח‪ ,‬צייט‪ ,‬און געדולד צו זיך‪,‬‬ ‫צו די ב"ב‪ ,‬צו די קינדער‪ ,‬און צו השי"ת‪.‬‬ ‫ווייניג קענען זיצן פאר עטליכע מינוט בלויז‬ ‫מיט 'זיך אליינס'‪ .‬מען וועט אייביג זוכן‬

‫מחובר – צו די משפחה‬ ‫זיכער האט יעדער א שייכות מיט‬ ‫די ווייב און קינדער‪ .‬אבער צופיהל‬ ‫מענטשן שפירן אז 'עפעס' פעלט‪.‬‬ ‫מ'קען נישט זאגן אז עס איז דא‬ ‫דער קשר פון וואס מ'האט געזאגט‬ ‫ביי די שבע ברכות פון "אהבה‬ ‫ואחוה ושלום ורעות"‪.‬‬ ‫מיטן בויען דעם ריכטיגן קשר צו‬ ‫זיך‪ ,‬ווערט די הארץ אפן צו קענען‬ ‫מאכן א גוטע קשר אין שטוב‪ ,‬וואס‬ ‫אויף דעם זאגט די גמרא אז א פרוי‬ ‫ברענגט שמחה‪ .‬און דערמיט עפנט‬ ‫מען א נייע טיר צו א טיפער קשר צו‬ ‫די אייגענע קינדער‪ ,‬וואס איז פיהל‬ ‫מער פון מתנות און אויסערליכע‬ ‫ליבשאפט אויסדרוקן‪ .‬עס ווערט‬ ‫א געשמאק פשוט צו זיין מיט די‬ ‫אייגענע משפחה און פארברענגען‪.‬‬

‫וואו מ'קען אנטלויפן פון זיך דורך ליינען‪,‬‬ ‫הערן האטליינס‪ ,‬פארברענגען ביים סקרין‪,‬‬ ‫און אנדערע 'אנטלויף מיטלען' וואס מען‬ ‫טרעפט‪.‬‬ ‫יא‪ ,‬עס איז דא א מעגליכקייט צו עלימינירן‬ ‫די נויט צו אנטלויפן פון זיך‪ ,‬און איר וועט‬ ‫בעז"ה קענען זיין הונדערט פראצענט‬ ‫באקוועם און רואיג אין די אייגענע הויט‪,‬‬ ‫אן קיין נאכנאנדע אומבאקוועמליכקייט און‬ ‫אינערליכע שטערונגען‪.‬‬

‫מחובר – צו השי"ת‬ ‫וואס קען זיין בעסער צו גרייכן א קשר צו‬ ‫השי"ת‪ .‬עס איז דער געשמאקסטער געפיל‬ ‫אויף די וועלט וואס האט נישט קיין ערך‬ ‫און קיין שאץ‪ .‬און מיר רעדן נאכנישט‬ ‫פון קיין גרויסע מדריגות הצדיקים וואס‬ ‫דערצו דארף מען אסאך הארעווען‪ ,‬אבער‬ ‫די פשוט'ע קשר צו קענען אויסגיסן דאס‬ ‫הארץ אזוי ווי פשוט'ע אידן אינדערהיים‪.‬‬ ‫מען זאל שפירן אז מען דאווענט און מען‬ ‫רעדט צו א אב רחמן‪ ,‬וואס קוקט ארויס צו‬ ‫דיר‪ ,‬און וויל דיין קשר‪.‬‬ ‫יא‪ ,‬מבשרי אחזה אלוקי‪ ,‬ווען מען‬ ‫ווערט נאענט צו זיך‪ ,‬און מען באקומט‬ ‫א שטערקערער פארשטאנד אויף דעם‬ ‫אייגענעם נפש‪ ,‬עפנט זיך די נאטורליכע‬ ‫תשוקה און רצון פון די נשמה פון א איד‪,‬‬ ‫וואס איז א חלק אלוקי ממעל‪ ,‬און דער קשר‬ ‫צו השי"ת ווערט בעסער און שטערקער‪.‬‬

‫‪YESSAGE • 845.774.4069‬‬

‫מחובר צו‬ ‫מען און‬ ‫ע‬ ‫ו‬ ‫ו‬ ‫פארוואס‬

‫איך בין שוין געווען ביי אסאך קורסעס‪ ,‬אבער‬ ‫דא האב איך איבערגעלאזט מיין פחד און פרעשור‪.‬‬ ‫ס'איז שוין א האלב יאר נאך די קורס‪ ,‬און עס‬ ‫ארבעט‪ ,‬איך בין צופרידן און פרייליך צו זיין מיר!‬ ‫איך האב א לעבן פאר מחובר‪ ,‬און א לעבן נאך‬ ‫מחובר‪ ,‬די גאנצע שייכות און קשר מיט די משפחה איז‬ ‫א אנדערער באגריף! דאס איז א קורס פאר 'נארמאלע‬ ‫מענטשן'‪ ,‬צו עפענען א נייע וועלט פון להתענג על ה'‬ ‫וואס מען האט נישט געוויסט אז עס עקזיסטירט‬ ‫וואס האט מיר געכאפט פון די שיעור איז אז עס‬ ‫איז נישט קיין היינטיגע כחי ועוצם ידי סטיל אז 'איך‬ ‫בין'‪ ,‬און 'איך קען'‪ ,‬נאר די ריכטיגע 'היימישע שפראך'‬ ‫פון הכנעה און אמת'דיגקייט‪ ,‬אזוי תורה'דיג‪ ,‬און אזוי‬ ‫אויסגעהאלטן‪ ,‬און עס הייבט אויף ברוחניות וגשמיות‪.‬‬ ‫ר' אהרן‪ ,‬די געלט וואס איר בעט איז א דזשאוק‬ ‫אקעגן וואס מ'באקומט‪ .‬די הארציגע קשר וואס‬ ‫איך האב באקומען מיט מיר אליינס איז עפעס א‬ ‫אויסטערלישע אוצר וואס איז ווערד יעדע פרייז‪.‬‬ ‫איך בין שוין געווען ביי די שיעור איבער א האלב יאר‬ ‫צוריק‪ ,‬און איך וויל גיין שרייען אויף די גאסן‪ :‬רבותי‬ ‫ס'איז דא אזא זאך ווי מחובר‪ ,‬אייער לעבן קען באמת‬ ‫זיין זיס‪ ,‬ס'איז באמת דא אזא זאך ווי האבן א שטארקע‬ ‫קשר אין שטוב! פון זיין אנגעזעצט און ווארטן די טאג‬ ‫זאל דורכגיין‪ ,‬האב איך הנאה פון יעדע מינוט אין טאג‪.‬‬

‫איך בין א טעראפיסט‪ ,‬איך האב א ים פון אינפארמעישאן‬ ‫איבער מענטשליכע געפילן און סאושעל סקילס וכו' וכו'‪,‬‬ ‫אבער מחובר איז דאס וואס איך האב געדארפט‪ .‬דא בין‬ ‫איך געווארן קאנעקטעד‪ .‬גלייבט מיר‪ ,‬איר דארפט נישט‬ ‫גיין זוכן קיין גליקן‪ ,‬דער גליק ליגט ביי אייך אין הארץ‪,‬‬ ‫איר דארפט זיך פשוט טרעפן‪ .‬און ביי מחובר קענט איר‬ ‫בעז"ה טרעפן דעם וועג‪.‬‬

‫צו הערן א פריוויו אדער איינצושרייבן רופט מחובר האטליין‪:‬‬

‫‪718.618.5256‬‬

‫די קומענדיגע קבוצה הייבט זיך אן‬

‫מאנטאג כי תשא מיטוואך כי תשא‬ ‫אין מאנסי‬

‫אין בארא פארק‬

‫איינמאל א וואך במשך ‪ 13‬וואכן‬ ‫אנגעפירט דורך‬

‫הרב אהרן גראסמאן‬

‫לאנגיעריגער עקספיריענס וועלכער האט בס"ד געהאלפן הונדערטער‬

‫הרב אהרן‬ ‫גראסמאן‬

‫מנהל המכון‬

‫צו מיר | צו מיין משפחה | צו השי“ת‬

GOODBYE, FOREVER! ‫אויגפארכאפענד פראדאקשען פרעזענטירט‬

“They can try as hard as they like to belittle me and cause me to believe I am unimportant, but they will not break me!” * * * * *

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‫אינפארמאציע‬ ‫וועט‬ ‫נאכפאלגן‬ ...

L’havdil, even though our clothes are merely external garb that do not reflect our true value, they have the power to remind a person of who he is and what his true value is. When he wears them, he remembers his special status and acts accordingly. When the Kohen Gadol donned the exquisite garments of distinction that truly befitted the servant of Hashem, the magnificent bigdei kehunah, he was reminded of his greatness. Yes, he was zoche to serve the King of kings! As he did his avodah, his robe and hat of white linen would not allow him to forget before Whom he stood. Adapted from the teachings of Rav Mordechai Freundlich, zt”l.

Did You Know? The pasuk says, “V’asisa bigdei kodesh l’Aharon achicha l’kavod u’leseferes” (Shemos 28:2). From here we learn that wearing torn bigdei kehunah — even if they were new — invalidated the avodah.

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The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

The bigdei kehunah were supposed to fit each kohen properly. Still, there is a discussion in the Gemara (Zevachim 18) debating whether the avodah would be valid even if the garments were a bit too long and touched the floor, or a bit too short and raised off the ground, or if they were worn out.

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Cuomo Pondering Possible Political Return? Five months after leaving Albany in disgrace, former governor Andrew Cuomo may be contemplating a return to public office. In a rare interview, one of just a few he has allowed since his resignation, Cuomo told Bloomberg that if he had another chance to relive his final days in Albany, he would have done things differently. “I never resigned because I said I did something wrong,” insisted Cuomo. “I said I’m resigning because I don’t want to be a distraction.” Cuomo insiders say that he is fixated on Attorney General Letitia James, whose lengthy report charging the former governor with multiple allegations of wrongdoing sparked his resignation. He has described her report as “a brand of ugly politics like I had never seen before,” and charged that it was motivated by James’ desire to run for governor. James briefly threw her hat in the ring for the 2022 gubernatorial race but withdrew shortly thereafter, choosing instead to focus on a second term as attorney general. According to the New York Post, Cuomo has been contemplating running for attorney general, a position he held previously from 2007 to 2010. The former governor has reportedly said that he would like to reenter public life, but refused to discuss his political future with Bloomberg, choosing instead to steer the conversation toward his anger at having been betrayed and discredited by James. A statement released by James said that Cuomo’s protests cannot change the fact that he was charged with multiple allegations of gubernatorial wrongdoing, and that he has only himself to blame for his fall from grace. And while four district attorneys have decided not to prosecute Cuomo, each one has said that they found his accusers’ claims credible, with one admitting that laxities in state law failed to hold offenders accountable for their actions. A fifth district attorney has given no public statements regarding their decision to drop their inquiry into Cuomo misbehaviors. Cuomo has viewed his ability to evade prosecution so far as a vindication of sorts, but public opinion polls have not been favorable to the former governor. A September poll showed that more than two-thirds of all voters and 55% of Democrats supported his resignation, while his favorability rating dropped to its lowest rate since he first became governor in 2011. More recently, a January poll showed voters giving a thumbs up to his successor, Governor Kathy Hochul and to James. Should Cuomo decide to run for office again, he will have plenty of funds at his disposal, according to a Board of Elections report, which said that he has $16.4 million in a campaign war chest. Even having spent $2 million of that amount on legal fees, public relations and other staff payments since July, the former governor is still sitting on a considerable amount of funding that would help him should he choose to reenter the political arena. 54

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February 9, 2022

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Controversial Statewide Redistricting May Yield Benefits for New York’s Jewish Community While Republicans have been crying foul over new state and congressional district maps approved last week by the legislature and signed by Governor Kathy Hochul, the move may be a positive one for members of New York’s Orthodox Jewish community. The Monsey area’s Jewish community has long been fragmented into three different districts, diluting its considerable political clout. But New York’s newly created 97th Assembly district will now consolidate much of the communal vote as a majority Orthodox district, opening the door for a possible move to Albany for Rockland County Legislator Aron Wieder. Wieder’s three prior bids for an Assembly seat all ended unsuccessfully, reported Hamodia. But with a much larger base of support in the newly created district, Wieder stands a serious chance of winning, which could make him the fourth Orthodox Jewish elected official in the state legislature, joining Senator Simcha Felder, Assemblyman Daniel Rosenthal and Assemblyman Simcha Eichenstein. Eichenstein is one of many who have been encouraging Wieder to run. “It would be great to have Aron Wieder as a partner in the New York State Assembly,” said Eichenstein. “Aron is uniquely qualified and would be ready to hit the ground running on day one.” MetCouncil CEO and former city councilman David Greenfield said that having another member of the Jewish community in Albany would have an impact for Orthodox residents in New York State that would resonate far beyond Monsey. “Legislative districts should represent communities of similar interests,” said Greenfield, who was involved in the redistricting process. “We worked for the past year to make the case that these Orthodox communities of interest need to be united.” The district is currently represented by Assemblyman Mike Lawler, a Republican. Lawler sent an email last week to his supporters saying that he is weighing his options in light of the redistricting. The new statewide districting will give Democrats a much stronger foothold in New York, reported the Associated Press. Democrats currently hold 19 of the state’s 27 congressional seats, and the new maps are expected to give them an advantage in 22 out of the state’s 26 congressional districts. Redistricting is done every ten years to bring districts in line with United States Census data. Some upstate districts that lost residents over the last decade were expanded geographically to make up for their diminished populations, a move that added more Democrats to their ranks. New York City, a staunch Democratic stronghold, grew by over 600,000 people over the same time period and gained two additional State Senate seats. State Republicans are challenging the new maps, saying they violate changes made to the state constitution in 2014 that affect

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the redistricting process and that the new districts were unfairly shaped to benefit Democrats. A group of fourteen New Yorkers in upstate Steuben County filed suit against the redistricting late last week, asking that the maps be redrawn more evenhandedly by either lawmakers or the court. Their lawsuit notes that Republican Nicole Malliotakis’ district, which includes parts of Staten Island and Brooklyn, was reshaped to include areas in Brooklyn that are known to have heavy liberal leanings. Also mentioned was Republican Lee Zeldin’s Long Island district, which now stretches significantly closer to New York City, a move that will skew the district away from its previous Republican leanings. “Each of these blatantly gerrymandered districts, both individually and together, have no reasonable explanation except for the legislative Democrats’ specific goal of increasing their political power,” read the lawsuit. Any potential changes to the district maps would have to come quickly, with the 2022 election season starting up on March 1.

Ignoring Residents’ Pleas, DOT Refuses To Address Dangers at Notorious Intersection While even visitors to Boro Park are familiar with the dangers posed by the corner of 46th Street and 11th Avenue that is bisected by New Utrecht Avenue, the New York City Department of Transportation continues to insist that no traffic control devices are needed at the triple intersection. Boro Park 24 reported that numerous accidents, including many resulting in injuries, have occurred at the intersection, prompting residents and elected officials to petition the DOT for intervention. One area resident explained that with New Utrecht feeding into the intersection at a sharp angle, cars at the intersection have almost no opportunity to spot an oncoming vehicle. But according to the DOT, traffic studies conducted in both 2017 and 2019 have demonstrated that there is no need for a light or even an all-way stop sign at the intersection. “Despite repeated requests, the DOT has refused to adjust this dangerous intersection,” said Assemblyman Simcha Eichenstein. “There have already been numerous accidents, some resulting in serious injury. At what point will the DOT decide to listen to local residents and concerned community members and fix this problem?” Running from 9th Avenue just past 39th Street and continuing south until 86th Street in Bensonhurst, New Utrecht’s diagonal route creates potential hazards wherever it crosses

major avenues. Multiple fender benders have also taken place at 50th Street and 12th Avenue and at 54th Street and 13th Avenue, both of which intersect with New Utrecht in Boro Park. City Councilman Kalman Yeger blasted the DOT for continuously refusing to consider simple changes that could alleviate the situation. “It should not take a list of injured neighbors to get the DOT’s attention,” said Yeger. Also throwing a barb at the DOT was State Senator Simcha Felder. “Perhaps if putting in a traffic light would somehow give the city a speed camera with which to give tickets, it would have happened yesterday,” observed Felder.

Safer Streets Coming to NYC? Hoping to curb the rising rates of gun violence, Mayor Eric Adams said that his anti-gun unit will be hitting the streets in full force once its members have completed their training. Speaking at a press conference last week, Adams said that several hundred police officers have applied to work in the anti-gun unit, with a team of officers in modified uniforms already patrolling the streets in unmarked cars, reported Boro Park 24. “They are taking a great deal of guns off the street,” said Adams. “They are doing an amazing job.” Asked if he could push up the timetable for the anti-gun unit’s official rollout, Adams responded with a definite “no.” “[These officers] have to be trained,” explained Adams. “We are going to get it right.”

Amid Rising Costs, Amazon Hikes Prime Membership by 17 Percent Add Amazon to the list of companies that are charging more for their services, with the price of a Prime membership, which includes free two-day delivery, coming in the next few weeks. The company cited rising wage and transportation costs, reported The Wall Street Journal, but attempted to soften the blow by saying it would expand member benefits. Prime membership currently costs $119 a year or $12.99 per month. Prime’s price will increase to $139 annually on February 18 for new members and on March 25 for renewals. Monthly Prime rates will increase to $14.99 on those dates, bringing the cost of membership for both who prefer to pay in installments up to $179.88 a year. Amazon last raised its Prime membership rates in 2018.

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CHAPTER FORTY-FOUR RECAP: Ariella

finds herself liking the disorderly state of Bassi’s house. Realizing that Osher has a communication problem, Rabbi Reiness decides to have a talk with Osher’s father. Osher meets an old childhood friend of Rabbi Reiness — a now-irreligious man — who questions Osher about why Rabbi Reiness returned to Acco.

arah Reiness joined the children on their ride to Tzefas. She was Bassi’s only relative in the country, and it wasn’t only her little sister’s house and children who needed help; Bassi herself, in the hospital, needed her. She left Ariella at Bassi’s house, and the younger woman reassured her that everything would be just fine in her absence. “And whatever doesn’t get done probably doesn’t need to get done,” she’d added with a smile. Sarah wasn’t nervous. She’d smiled, waved goodbye, and left with the kids, after dropping off two-year-old Malka at the playgroup run by one of the neighbors. Ariella locked the door and looked around. Remnants of the morning rush were evident wherever she looked, like in most normal houses. The fact that the children hadn’t made their beds this morning was perfectly understandable. And she knew that there were many homes like this, even if in the house where she grew up there was no such thing as leaving your room before making the bed. She walked into one of the bedrooms, stepping over a few pairs of pajamas that had been tossed onto the floor. The sheets were half off, and she resolved to tuck their edges into place before she’d push the beds underneath one another. When would the kids be coming home? Sar-

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ah had said in the late afternoon hours. She hadn’t said anything about a meal, though, and Ariella had no idea what was permitted, and possible, to cook in this vegan home. Bean sprouts with mint leaves? Spinach in date honey with a quinoa and zucchini stir-fry? Clearly hot dogs — even the soy kind — and frozen French fries were not welcome here in any way. Finally the beds were made to her satisfaction, and she pushed them into place. Now she had to fold the quilts. Wait, the heater was still on. She switched it off. Now, where did these folded blankets go? The baby’s crib could be a perfect place to store them. And the pajamas could go right over — Ariella stopped suddenly and allowed herself to rest for a moment, feeling her blood pulsing in her veins. Relax, really now, she said soundlessly to herself. Don’t get caught up in these imaginary games; you’re too big for it. These are not your children. This is not your house. And it’s safe to assume that if these kids were yours, then this delightful mess would also be yours, and then it would be irritating, and not at all delightful. How did Zahava know just when to call? “Ariella?” Zahava’s voice was full of questions. “You didn’t answer my calls yesterday, and I called you a few times! And you didn’t answer this morning either.” “Guilty as charged, Zahava.” Ariella went back to folding the blanket as she lodged the phone between her shoulder and her ear. “I had a very busy day yesterday. Busy and disorienting.” “I thought you were getting engaged or something, and you didn’t tell me!” “Of course I would tell you if that would be happening!” Ariella looked at the assorted objects strewn all over the floor. She suspected that there was a veritable treasure trove of stuff under the beds too, since the beds did not fit neatly into their places when she tried to push them under. She had to go find a broom. “Really?” “Truly.” “Because I already thought you’re not my friend anymore.” “Come on, Zahava,” Ariella grumbled. “Are we still in sixth grade?” “Do only sixth graders get offended by friends who disappear into a black hole?” Zahava asked. “Especially when I was afraid that you’d just gotten sick and tired of hearing about that shidduch suggestion…” “I’ll never get sick and tired of hearing from you — it doesn’t matter about what. But I told you, I’m taking a bit of a break now, and I’m —” “Waiting for me to understand you,” her friend finished the sentence. “Exactly. But that’s really not why I didn’t pick up. Some other things were going on, and you’ll forgive me if I don’t go into details right now.” In the second children’s bedroom, Ariella discovered the broom peeking out from under the baby’s cradle. She quietly fished it out, careful not to wake the sleeping child. “Forgiven and forgotten. Is whatever happened yesterday over by now?” “Yes. And because of it, a few things changed for me. I’m in a different place now.” “I hope that it’s a good change for you,” Zahava wished her

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warmly. “Thanks. I hope so too.” “So now let’s get to the sixty-four thousand dollar question: What am I disturbing you in the middle of now?” In the middle of cleaning up the huge mess my kids made, Ariella nearly responded. But she just smiled at the broom and replied, “Taking care of some errands.” “Well, then I won’t disturb you. I just wanted to tell you that my mother-inlaw said to let you know that the Brauns said they’re interested if you are.” “Aha.” “Did you hear me?” “Yes. Please pass on to your motherin-law a big thank you from me,” Ariella replied. “But… that’s it?” “For now, yes.” Ariella took a deep breath. “Zahava, dear, have you ever heard of mental blocks? Right now, I have a mental block on shidduchim. Whenever I’ll find the energy to climb over it, or move it, or break it — then trust me, you’ll be from the first to know.” “I can see you’ve read lots of psychology material,” Zahava said with a laugh. When they were young, they’d both been very interested in psychology and read whatever material on the subject they could get hold of. Ariella had claimed that Zahava was going to become a therapist one day, and Zahava had counterclaimed that Ariella would be a psychotherapist. In the end, of course, Zahava had become a playgroup teacher, and Ariella worked as a private tutor for math and music. “Mental blocks and all that… I see you’ve diagnosed yourself, Ariella.” “Yup.” “And have you decided on a treatment plan?” “Come on, Zahava, please.” Ariella swept all the toys to the corner of the room. Let’s say this was her house, and her husband was supposed to be coming home for lunch. What would frustrate him the most? The mess in the children’s room, or the one in the

kitchen? The unfolded laundry, or the unwashed laundry? Or maybe the uncooked lunch? Forget uncooked — she didn’t even have an inkling of what lunch should be! “Okay, I’m sorry for nudging you. I’m closing my mouth on the subject until next time. What are you thinking about now?” “That it’s not my fault!” Ariella burst out, sounding frustrated. “I’m not supposed to have to deal with months’ worth of messes that I didn’t even make! If a mess is dealt with in time, then it doesn’t accumulate into such a huge pile.” “Another delightful psychological concept,” Zahava said calmly. “You must be referring to the inner mess that your months of mental block have caused. But I’m afraid that it’s actually a few years’ worth of buildup. Ariella, you’ve

ond to tackle it either, can easily lead to the scene you’re describing.” “So what do you do?” “Once every few days, some serious cleaning up. With time, it comes naturally for them. Children cannot live normally in a jungle setting.” “They can’t? I’m not sure you’re right, Zahava.” Ariella sat down on the bed and looked around her. * * * * * The door to the office was ajar, and Reb Elazar Reiness deliberated whether to knock or just open it. It sounded very quiet in the room behind the door at first, but when he leaned closer, he could hear the rapid clicking of a keyboard. For some reason, during the introductory phone call, he’d sensed that an invisible glass wall had been erected between himself and this door. He’d checked twice afterward if Osher’s father had a managerial job of any kind where he worked, and discovered that he did not. Yigal Erenbaum worked half a day in program development in this office — no tough manager position at all. Yet his voice had been so rigid throughout their conversation, and it hadn’t softened at all, even when he’d heard who was speaking. Just the opposite, in fact. Perhaps it would have been better to have had a few preliminary calls with Osher’s father before this meeting; that might have helped prepare him for today. But Rabbi Reiness didn’t have time to spare. The bar mitzvah for which he’d driven to Bnei Brak was taking place this evening, and he had no idea when he’d be able to come back to the city to meet Mr. Erenbaum face to face. He was better off staying up north for the next few weeks. “Rabbi Erenbaum?” he said in a low voice, and added a light knock at the door to his question. A chair scraped inside. “Not Rabbi.

“I came to speak to you about Osher,” he said pleasantly, ignoring the glass barrier. got to crack this.” “I was talking about a very physical mess, Zahava. No internal mess, no mental blocks; it’s shoes, Lego pieces mixed with Clics, clothes, torn papers, broken crayons, markers without covers, a doll head, a baby bottle with some leftover formula, a third-grade math book, two identical riding toys, one of which is missing a wheel... Oh, here it is, behind the door.” “Sounds lovely. What kind of work did you find? Are you someone’s cleaning lady?” “No.” “I won’t be nosy and ask what you are doing, but I will tell you, Ariella, that it doesn’t sound like a few months’ worth of mess. A busy two or three days when the kids don’t clean up their room, and their mother doesn’t have a spare sec-

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‫סגייט‬ ‫גוט‬ !‫ברוך השם‬

‫פארזיכערט‬

‫איי‬

‫מיט די‬

‫ך‬

‫מאקסימום‬

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Yigal. You can come in.” Elazar Reiness pushed the door open and found himself facing a man who was different from Osher in every possible way. The man who rose to greet him was broad and husky, though not tall, and his face bore no resemblance to his son’s round, childish one. “Nice to meet you.” Reb Elazar proffered his hand. “Rabbi Reiness?” “Not Rabbi. Elazar.” The guest smiled. “Please, come sit down.” Osher’s father was courteous. “Would you like a drink?” “No, thanks. When I travel from Acco to the center of the country, I’m usually well equipped.” Reb Elazar flashed his warm smile again at the other man, but the glass wall seemed to have entered the room with him. The man on the other side of the desk sat down silently and gazed at his guest. Reb Elazar took off his coat and suit jacket. He set them down on the back of a nearby chair, and then added his hat. Finally, he sat down. “I came to speak to you about Osher,” he said pleasantly, ignoring the glass barrier. “Yes. I understood that on the phone.” “You have a lovely son, baruch Hashem. He’s clever, intelligent and pleasant to speak with. He’s trying hard to integrate with the other students.” “I know all about that ‘trying,’ for years already. When he succeeded here and there — no matter in which area — no one bothered to point out that he was ‘trying’ anymore.” “That’s right,” Reb Elazar agreed. “But trying on his part says a lot. There are many boys who don’t do that either.” “Nu-nu. A rather weak compliment.” Yigal Erenbaum pressed his lips together. “I do agree that when I speak about trying, it means that Osher has not yet reached success itself. And that’s what I want to talk to you about.” The man sufficed with a nod. “I know about his diagnosis of ADHD.” There was a faint lavender scent in the room from the air freshener diffuser, and something about it made Rabbi Reiness slightly queasy. “The question is if you’ve ever diagnosed another difficulty of his.” “We’ve found all kinds of difficulties,” Mr. Erenbaum replied. “Nu?” “Communication difficulties, for example?” “I can give you all of the documents and paperwork that we’ve accumulated for him,” Mr. Erenbaum said. “But you’ll have to convince me that that is what I should be doing.” “What do you mean?” Rabbi Reiness locked his gaze with Yigal’s. “We are very upset at you,” Mr. Erenbaum said tightly. “Okay, so we do understand that, baruch Hashem, the boy is in good hands now, and this is probably the most suitable place for him right now. But how do you do such a thing?!” It was like Mr. Erenbaum was kicking at the glass wall. “You move a child to a faraway city without his parents’ consent, without urging him to call home for the first period of time, and allow him to ignore where he came from?! I had to send my daughter to Acco to nose around and make sure that he’s not in the clutches of some dangerous cult or something! Does that make sense to you?”

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ARTISTIC PRESENTATION IN SONG

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Highlights from the men’s Siyum will be livestreamed to the women’s event.

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The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

Looking for team players to join our team. Champion is hiring Children’s Waiver Coordinators Looking for full-time, responsible and organized people with excellent communication and computer skills to work with parents, workers and care managers. Responsibilities include coordinating services, recordkeeping and collaborating with the team.

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February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

S O F T- B I T E P E A N U T B U T T E R C O O K I E S 76

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

SOFT-BITE PEANUT BUTTER COOKIES Delightful, soft little puffs of goodness to enjoy with a cup of milk or coffee.

DATE TRUFFLES

INGREDIENTS

My kids beg for this treat; they have no idea it’s packed with good-for-you ingredients.

1 1 1 1 2 ½ ½ ½

cup peanut butter cup maple syrup egg tsp. vanilla extract cups whole-wheat flour tsp. baking soda tsp. salt cup chocolate chips or nuts

DIRECTIONS

INGREDIENTS 8 ¼ ⅓ 1

oz. fresh dates, checked and pitted cup almonds cup peanut butter T. cocoa Large pinch of salt

CHOCOLATE COATING

2. In a medium bowl, mix together the peanut butter and maple syrup.

6 oz. (1 cup) good-quality dark chocolate, chopped 2 T. oil Pinch of salt

3. Add the egg and vanilla, and mix to combine.

DIRECTIONS

4. Mix the dry ingredients separately, then add them to the bowl.

1. Mix all the truffle ingredients in a food processor until they’re fully blended.

5. Once the flour is incorporated, stir in the chocolate chips.

2. Using damp hands, press the mixture into balls.

6. Drop tablespoonfuls of dough onto two cookie sheets.

3. Melt the chocolate, oil and salt in a microwave or double boiler until smooth.

7. Flatten each cookie slightly with the back of a wet fork.

4. Dip each truffle into the chocolate.

1. Preheat the oven to 350°.

8. Bake the cookies for 10 minutes.

Note: These taste awesome straight from the freezer.

February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

The Boro Park View

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INGREDIENTS 2 2 4 ½ ½ ⅓ ⅓ 1

cups assorted roasted salted nuts, chopped (3.5 oz.) bars milk chocolate, chopped cups quick cook oats cup chocolate chips cup oil cup maple syrup cup brown sugar, loosely packed tsp. cinnamon Pinch of salt

DIRECTIONS 1. Preheat the oven to 325°. 2. Line a cookie sheet with parchment paper. 3. Mix together all of the ingredients in a large bowl. 4. Press this onto the cookie sheet. 5. Bake for 40 minutes, rotating the pan halfway through the baking time to avoid burning the edges. 6. Allow the granola to cool completely, and then break it into chunks.

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February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

D I A L E C T I C A L B E H AV I O R THERAPY (DBT)

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D O N ’ T SK I P A BE A T W I T H YO U R OW N WELL-BEING This versatile form of therapy is founded on the idea that motion and emotion are intricately connected. Dance therapy facilitates improved physical and emotional health by using controlled, supervised movements, nonverbal cues, and dance. The psychotherapeutic use of dance is associated with stress reduction, mood management, and disease prevention. You won’t need a background in dance or any special ability to participate, either. This therapeutic intervention is for anyone ready to take the first step!

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THE MAKING OF A BUSINESS MARK E TING MAT TERS

This week, The Boro Park View takes readers on an unprecedented tour across the branddevelopment landscape. Join us as we get into the minds of the biggest names in the industry as they share the secrets of their — and their clients’ — success.

As a writer, people often confide in me. In dealing with clients, it is common for them to express doubt that the money they are spending on marketing for their new venture is actually worth it. The conversation goes something like: “Do you think I should really be spending that amount of money on this? What if the marketing world is more hype than substance?” they wonder. ”Do you think that’s likely? How would they get away with it?” I ask. “I don’t know. They’ve created this bubble, and market themselves as bigger gurus — and more necessary — than they actually are.” “Well, in that case, wouldn’t you want them to successfully do the same thing for you?” Pause. Chuckle. “I hear.” Kidding aside, we live in a capitalistic culture. Businesses big and small continue to rely on experts to develop their brand because it works. The magazine you’re holding in your hands provides content that rivals any paid magazine, and yet remains free. How so? Because businesses pay to advertise in these pages. Now consider this: When you’re reading The Boro Park View, every ad announcing a sales, service, event, launch, etc. tries to get your attention and stand out from among its peers. Have you ever noticed what tools they use to do that?

We all admit that some brands connect better than others and some ads just hit differently. There’s something about quality branding that’s hard for a layman to put their finger on, but as elusive as it may be, it is definitely there. So this week, we set out on a mission to identify it. You have a business idea. The numbers add up, the need is obvious, and you have the requisite early funding ready to go. You just have to hang up the open sign or start offering your service, and the customers will line up outside your door.

I N T R O D U C T I O N B Y: Y. B L O O M I N G

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Build it, and they will come — or so we were told. But not so fast. People must first know you even started a business, they must know what exactly it is you will be doing, and most importantly, they have to understand why it is for them. After all, they’ve somehow been managing their entire life without your failproof business. So what’s a business owner to do? The easy answer is: Hire an expert. But what will the expert do? And how will the expert do it? In the pages ahead you will read six features that will help answer these questions, each written by one of the leaders in their respective fields. Because many of these ideas require nuance and bringing the abstract to life, we handed each expert the pen to write their column in their own words.

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The content spans from the more obvious to the aha, but together provides a picture that only combined decades of experience at the top of the marketing world can provide. Oh, and the invaluable advice is completely free — as long as you check out our ads, of course…

On Branding a Business: Media OTG

On Naming a Business: Mango

On Designing a Logo: DPMG

On Designing Advertisements: Admark

DEBBIE’S MASSAGES

On Writing Copy for Advertisements: Samkup

On Launching a New Product: Go! Group

Our Q&A roundtable with the leading names in the industry reveals the backstory of the brands and marketing results you see in your typical ad or campaign.

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While this project is ostensibly geared for the business-minded, everyone stands to learn something from it. After all, many claim to possess intimate knowledge of the human psyche and how we react to things, but only those in marketing and brand development have to prove it with bottom-line results.

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We hope you’ll enjoy reading it as much as they enjoyed sharing it.

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February 9, 2022

www.thebpview.com · 718.408.8770

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February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

On Branding a Business: MEDIA OTG

How You Feel About It

BRAND BUILDING B Y: P E R R Y B R A I S H | MEDIA OTG

Think about how you view Apple, Coca-Cola and Crayola. One by one, these giants inspire vastly different feelings. There’s one that’s elite, one that’s refreshing, and one that framed your childhood. You recognize these personality traits instantly within any of their marketing messages. These qualities are the essence of who they are and how they make you feel.

Let’s explore how we use feelings as a guide to building meaningful brands. The Armon Hotel in Stamford, Connecticut, is one such brand. Previously known as the Crowne Plaza, the hotel was well regarded as the convention space for Shabbos retreats. Earlier this year, they rolled out an exciting midweek getaway option. They came to our agency to rename, rebrand and introduce their hotel to a new audience. Our branding journey begins with the creative team exploring the brand’s premise. “We listen with intent,” says Aryeh Epstein, creative producer at Media OTG. “The client tells us who they are, YOU HOLD what they do, and THE BRAND’S why, and we listen to discover the hidFACTS CLOSE den story between AND BEGIN the facts. Then we observe. We breathe, TO DETECT think, reflect. We live ITS STORY the brand and become one with it.” WITHIN THE You listen and ELEMENTS think and dream, and begin creating. You YOU CREATE. hold the brand’s facts close and begin to detect its story within the elements you create. Sometimes you take one word and build from there, other times you scribble onto a notepad, and discoveries emerge. A color that hits the right notes, or a shape that triggers the right vibe. You keep your mind open to feel, listen and explore, and that creates a platform for all the details to fall into place. 90

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

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February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

On Branding a Business: MEDIA OTG

Launch advertisement showcasing the rebranded Armon Hotel

You focus on the heart of the brand and begin crafting the story. If a brand sells chairs, the story is about comfort. If Porsche creates luxury cars, their story is about status. With the Crowne Plaza, we discovered a story of royalty. Castles and old-world kingdoms connote colossal luxury. The splendor, wining and dining, the largerthan-life feeling of lux92

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

PRO TIP It boils down to siyata d’Shmaya and confidence. If you’re passionate about an idea, stop thinking, deciding, wondering. Go with it. Look at the big brands today; there are some with the most simplistic ideas and others with the most zany. But they had the guts to run with it.

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The Boro Park View

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On Branding a Business: MEDIA OTG

THE MORE WE INTERNALIZED THE NAME, THE MORE WE REALIZED IT HELD INCREDIBLE DEPTH. WE SAID THE NAME. WHISPERED IT. FELT IT.

ury; this was the story our hotel would convey. As the copywriter, my role was to create the brand name. I began by exploring words related to royalty. This took me down the road of purples and velvets, past ancient castles and Judaic kingdoms. Armon was, at first, a word on a brainstorming list. Meaning palace in Hebrew, I felt that it held strength and mystique. Soon it rose up among the others, and we knew we had it. The more we internalized the name, the more we realized it held incredible depth. We said the name. “The Armon Hotel.” Whispered it. Felt it. It hit all the notes we aimed for, and more. And that’s how the name Armon was born. With a name in place, we began to craft the visual identity of the brand. “I set out to portray the notes of intricate elegance that reverberate within the heart of the identity,” says Luda Kiperberg, designer of the Armon brand identity. “Every curve in the typography is purposeful. They illustrate a soft and sophisticated silhouette, lending the logo an upscale vibe.” For the brand colors, Luda went with modern hues with a

SUCCESS! It’s not always about the selling; make it about the telling. Last Pesach, we created beautiful pullouts for our clients Maxi Health and Mehadrin. The childrens’ contest in the Maxi Health pullout garnered a whopping 1300+ contest entries, and the response to the Mehadrin pullout was equally astounding. This feedback confirmed what we already knew: Quality content always wins.

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

serene undertone. Navy, sand, gold, gray and medium-blue added gentleness to the brand ambiance. Delicate and refined, these colors further convey the brand message of a luxurious getaway. Brand identity complete, we now set out to craft the brand language. Like the people in your life, every brand’s voice has a unique character. We built the Armon voice to be sophisticated and cosmopolitan. It speaks like your cultured aunt. It expresses itself with refined elegance. Most importantly, it entrances you with polish befitting its status. This voice is heard across all marketing channels to help cement its upscale feeling. With all elements in place, The Armon Hotel brand was ready for launch. To hold space in your customers’ hearts, you must meet them where they’re at. Communicate with a human voice. Shape yourself as a personality they can connect with. Build for the people, and your brand will be primed for stunning growth.

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On Naming a Business: MANGO

What’s in a Name? B Y: M A N G O

YOUR BRAND IS YOUR BABY. It’s got your DNA and life force, and likely came into existence screaming and demanding your slumber and sanity. You’re obsessed with it. Even when you take a break, it’s there. It’s an extension of you, with a voice that cannot be quieted. One caveat: It’s nameless. And with no deceased great-grandparents to rely on, it’s time to brainstorm. How much longer can you refer to it as “my brand”? The choice of your brand name is one of the most important decisions to be made during the brand development process. And talk about how torn one feels when it comes to naming. After this one? After that one? And nicknames... Oy, what havoc they can wreak. Choosing the right brand name can be as thrilling as it is daunting. That’s where a branding and marketing agency comes in. And remember, naming your brand is only the first step in creating a strong, memorable identity. Your brand name defines, communicates, protects and legalizes your brand. Naming a brand involves strategy. Yes, behind every good name are Mango scientists hard at work, calculating, planning and brainstorming. And of course, there’s a 64-ounce container of creative juice (mango, of course), too.

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The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

SO, HOW WILL YOU NAME YOUR BRAND? And what makes a good name? For starters, you want to get to the core of your business. Talk about a good, thorough checkup where you cover all bases and get to the bottommost bottom of things. That’s the kind of review conducted to get to know your brand one hundred percent. How can you brag about its skills, talents and distinguishable qualities if you’re not familiar with them yourself? And of course, while your brand baby develops, you’ll naturally look

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On Naming a Business: MANGO

around to see how other brands in “the same age and stage” as yours are developing. No need to compare, because the strong points that set YOU apart from your competitors will be honed in on. Stop your finger at a word in the dictionary — mazel tov, it’s a name! And then scratch your head in puzzlement when it sells poorly. This is where many tried-to-do-it-themselves wannabes go wrong. Experts will help make your name the most compelling choice when compared to competitors. Let’s walk through naming options using some of Mango’s memorable offspring as examples. Ideally, you want a name that: • is memorable and unique (Melta, Wellpha)

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• tells your brand story (Bean+Spice) • is fun to say and easy to spell — remember, you want it to be Googleable. (Tot Spot) • has layers of meaning (Arcticpak — temperature controlled packaging. And no, not every K instead of a C lends meaning.) • conjures an image and cultivates connection (Chimes) • is future-proof — you don’t want a name that can be limiting as your business grows. (Pixel & Byte)

A NAME CREATES EXPECTATIONS. Without even trying, your brain starts making assumptions about the brand. There’s a popular example used to illustrate the perils of failing to do proper research

Bean + Spice: gourmet precooked cholent — Cholent and spice and taste buds enticed.

PRO TIP Ask yourself: If your business were a person, what traits would it have? You must familiarize yourself with the personality of your brand before you go around introducing it to others. How can you brag about its skills, talents and distinguishable qualities if you’re not familiar with them yourself? TotSpot: daycare — The happiest spot for your tot.

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

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On Naming a Business: MANGO

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before presenting a product to the marketplace. It’s the classic cautionary tale about the pitfalls of doing business in foreign countries. General Motors introduced their Chevrolet Nova model to a Spanishspeaking market and waited for sales to explode. They waited and waited and waited some more. GM executives were perplexed as to why the car was not selling. Finally, they were made aware that “nova” translates as “doesn’t go” in Spanish. The humiliated automobile giant switched the model name to the Caribe, and in no time, sales of the car took off. In a recent experiment, which proves clearly how humans subconsciously conjure images for a product according to a brand name, products that started with the letters PR were associated with prime, premium and premier. In yet a different study, participants rated the same scent as more pleasing if it was given a positive name versus a neutral one. Flower Power sure sounds better than Seeds, right? Sounds give off associations as well. If I show you a round blob and a spiky star and ask you to guess what their names are, which one would you name Kiki and which one would you name Bouba? The point is to work with people’s brains and not against people’s brains. And undoubtedly, when you hear the name Mango, your brain expects justripe, juicy and fruitful results. Want a mango?

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The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

Naming Chimes, a music academy teaching adolescents and young adults how to play musical instruments and use music as a tool of self-expression, was a delightful experience. And, thanks to Mango’s expert branding, Chimes was a household name in no time. When Chimes expanded its operations by adding a new platform of services to the music-loving community, we patted ourselves on the back. But we felt the new platform has its own personality that doesn’t necessarily fit the Chimes vibes. Wanting to retain the prestige and sophistication associated with the Chimes brand, we suggested a sister brand. And so, Medley was born! Medley is still very much music-related, yet it doesn’t conflict with the formality Chimes has become known for.

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*Excluding Basics and Boots

On Designing a Logo: DPMG

The Power of an Iconic Brand and Logo B Y: D P M G

WHAT IS A BRAND?

Simply put, a brand is the idea or image people have in mind when thinking about an organization or company — its products, services and activities. Brands are perceived by the audience in both a physical way (e.g., “the shoe is lightweight”) and in an emotional way (e.g., “the shoe makes me feel powerful”). This combination of physical and emotional cues is triggered whenever the audience is exposed to the name of the company, its imagery or any mention of them. A product or service can be copied in the marketplace, but a brand is always unique. Take bottled water, for example. While there may be subtle differences in taste and mineral content, water is water. That doesn’t stop dozens of companies from developing different brands — Evian, Perrier or Fiji, to name a few — each communicating meaning to the consumer: Evian makes you feel young; Perrier is refreshing and European; Fiji is pure, healthy and natural. At the end of the day, a brand is the consumer’s feeling about a product or company. It is created by every impression the organization makes through its products, its marketing, its customer service and its presence in the community. The organization needs to be aware of how each of these factors contribute to its brand. Its success and popularity in “YOUR BRAND the marketplace depend IS WHAT on it.

WHY DO I NEED A LOGO?

OTHER PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.”

In telling the story of your brand, your logo is the ultimate shorthand — – JEFF BEZOS the snapshot of your organization’s personality. Many businesses make the mistake of relying on the quality of their product or service, believing they can forgo investing in its presentation. While that may have been true years ago, today’s marketplace is far too crowded to rely on a good product alone. Without a compelling brand identity, even the best product or service 102

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On Designing a Logo: DPMG

will be lost. Prominent branding connects the organization’s quality offerings with a recognizable symbol that conjures a feeling in the consumer. It attracts an audience. The logo is only one aspect of a company’s commercial brand, but it’s a vital one. Its shape, colors, typeface and imagery should be distinct from all others in its market.

WHAT MAKES A GOOD LOGO? A great logo must be immediately recognizable, inspiring trust, admiration, superiority and loyalty. It must express the spirit of the organization and convey the brand’s message and feeling. Most logos evolve from a concept or meaning, though it’s rarely necessary for the consumer to know the “inside story.” Whatever the inspiration, a great logo essentially boils down to a great idea and great execution along five basic principles: 1. SIMPLE

Logo design should be easily recognizable and versatile. Good logos are unexpected and unique without being “overdrawn.”

SUCCESS! A reputable HVAC firm asked us to design their new white service van. We saw an opportunity to reposition their brand, highlighting their excellent reputation and service with a professional look. We wrapped their van, but with an all-new branding design that better communicated their value. The positive results came in a jiffy: They had to increase their workforce, and we were soon wrapping another fifteen vans!

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D O

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On Designing a Logo: DPMG

2. MEMORABLE

An effective logo is memorable. It should seem at once familiar and innovative in the mind of the consumer. 3. TIMELESS

Great logos stand the test of time. Will yours be effective in twenty years? 4 . V E R S AT I L E

An effective logo works across a variety of media and applications, from print ads to LinkedIn. It must be effective in full color or monochrome. It should work at the size of a postage stamp, or as large as a billboard. 5 . A P P R O P R I AT E

The logo should be appropriate for its audience. A child-like font and color scheme work for a toy store, but not so much for a law firm.

LOGO DESIGN PROCESS A great logo feels effortless, natural, easy. The truth is, however, that getting there can be a long process. It takes thought and creativity, trial and error. It has to work for the designer and the client, and ultimately, for the brand. The best logos are the result of a thoughtful process of research and development: DESIGN BRIEF. The designer works with the client to fully understand the organization’s brand and offerings. RESEARCH. Research is done on the industry, its history and competitors. REFERENCE. Successful, long-lasting logo designs that relate to the client’s market are studied, both past and present. SKETCHING AND CONCEPTUALIZING. Logo design concepts are developed based on the brief and research. Broad ideas are gradually distilled into specific candidates. PRESENTATION. When the logo is just right, everybody simply knows it. 106

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PRO TIP Your logo doesn’t need to illustrate what your company or organization does. Restaurant logos don’t need to show food; furniture store logos don’t need to show a table. The Nike logo doesn’t look like a shoe. Better logos evoke a feeling, not a product.

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On Designing Advertisements: ADMARK

Five Great Ways To Kill Your Advertisement B Y: A D M A R K

It’s not like you’re an attention-seeker; in fact, you’re trying to make money running your business, not spend money. And advertising costs quite a penny, so why invest? Because it works! If done right, good advertising ups your sales and ends up paying for itself many times over. However, if you’re advertising heavily with minimal results, you’re not the only one. The following are the five most common traps amateurs fall into, which put precious investment money to waste.

#1 CREATING ARTSY DESIGN According to a 2015 Microsoft study, the average human attention span is no longer than eight seconds. Yep, that’s less than a goldfish (assumed to have a nine-second attention span). Combine an attention span this short with an overstimulated world, and you either have to offer something out of this world, or you get passed right over. In 2022, artsy graphics won’t scream “Stop!” to the reader. That’s why marketers are focusing less on pretty design and working harder on a way to capture attention through unusual images, atypical layouts and striking color combinations.

#2 CREATING VISUAL INTEREST This brings us to the next trap. The ad shouting loudest is technically worthless if it doesn’t produce results. Creating great ads is not about showing off creativity. Instead, creativity is just a method to achieve the goal: 108

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On Designing Advertisements: ADMARK

BS RETAIN UM

COOK TER I AF

A LL FL VOR FU

PRIMA SPECIALTY

bringing up sales. Great design aside, to get people coming in, you need a message that talks to your target audience and is straightforward, well understood and persuasive.

! NG

#3 HERE’S WHAT I’M SELLING So here’s Mr. Straight, and he’s selling chair socks. Guess what he writes on his ad? “Superior-quality chair socks.” Sounds fair enough. However, if you’re anything like me, you’re saying, “Chair what? My chairs are serving their purpose just fine,” and you turn the page. But that all changes if he writes, “Another scratch on your shiny floor? Get your chair’s feet covered!” A caption like this captures a way wider audience since it focuses on issues people are struggling with. Instead of merely selling a product, it talks to the hearts of the viewers by pointing out how this product/service will enhance their life or solve their issues.

#4 BIGGER IS NOT BETTER

Flavor that needs no ketchup. breadcrumbs with prima standards.

Prou d makers of t he perfec t panko crumbs with an irresistible crunch and flavor.

Here’s the number-one comment we get from clients after reviewing their ad drafts: “Can you make the info on the bottom bigger?” I get it, I really do. You see, a typical ad has a large caption/image to attract attention and then the explanation or information in small text on the bottom. We generally keep the bottom text small, after ensuring that it’s a comfortable reading size. Here’s why: The best design is no design.

PRO TIP Many new entrepreneurs consider advertising their venue to success. To them, good logo plus good ad means, yalla, business in on! In truth, great advertising definitely attracts potential customers. However, once the customer passes through your door or tries your service, they’re coming face to face with the real you. From there on, no ad can change their perspective. Therefore, it’s vital to focus on what matters most: Improving the true you. Your product/service needs to be of high quality and priced right. The overall shopping experience needs to portray a professional, high-end and very welcoming persona. High-end welcoming brochures, attractive packaging — including bags, boxes and personalized tissue paper — and, most of all, a clearly set brand visual will drastically improve your client’s experience and have them come back for more.

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On Designing Advertisements: ADMARK

‫בס“ד‬

SHOWERS. WAY MORE THAN A BORING SPOUT.

A professionally designed ad is judged by how much negative space (empty space) it offers. The more breathing space you give your design, the more the actual words and images pop out. Keeping an ad minimalistic and clean is absolutely vital when we are focused on its attraction and visual appeal. I can totally relate to those bothered when their most important information is taking up so little space. Font size aside, if your ad’s interesting enough, viewers will be curious to read the bottom text. Making it bigger will only backfire. It’ll cramp up the ad, make it messy and turn people off. F R O M M U L T I - O U T L E T S E T S T O VA L V E O P T I O N S , L E G A L R E Q U I R E M E N T S , WA T E R P R E S S U R E , A N D A I R I N D U C T E D T E C H N O L O G Y, THERE’S LOTS TO DETERMINE BEFORE GOING A H E A D A N D S E L E C T I N G YO U R C H O I C E . TA L K T O T H E E X P E R T S .

30 MELNICK DRIVE MONSEY, NY 10952 845.250.5000 WWW.PYRAMIDPS.COM

‫ליינט די‬

‫מגילה‬ ‫ביי‬ ‫אייך‬ ‫אין‬ ‫שטוב‬

‫ווי א‬ ‫בעל‬ ‫קורא‬ ‫מומחה‬

#5 FILL ’ER UP Let’s go back to Mr. Straight and his chair socks. We’ve got his big text covered, and Mr. Straight is overwhelmed with phone calls. But don’t forget that Mr. Straight is paying hard-earned money on advertising, and he may as well make every square centimeter of his ads count. Right? So why shouldn’t he add an icon about the many different patterns the chair socks come in? And they’re pretty good quality, too, so why not mention that? And just before going to print, he realizes that his competition placed an ad about chair rubber protectors. This ad was really about focusing on the new innovation of chair socks, but can you please include somewhere that we also carry other chair leg protectors? Of course we can, and gladly will, but beware: More text doesn’t talk louder. Just like bigger isn’t better in terms of design, more information drowns out what you’re saying, confusing the reader. Do you want to come across as loud as possible? Do you want your message to resonate with readers and hit home? Choose one message and stick with it! There are endless details and information to consider when it comes to good design and smart marketing. However, we sure hope that these essential guidelines will help drive your ads to produce the best results possible.

‫איבערגעגעבן בטוב טעם ודעת‬

‫אויף א לייוו‬ ‫קאנפרענס‬ ‫דורכ'ן בארימטן בעל קורא מומחה‬

'‫הרב שלום אלי‬ ‫פעלעבערבוים שליט"א‬ ‫וואס האט שוין אוועקגעשטעלט‬ ‫פילע בעלי קורא'ס אינערהאלב די‬ "‫בארימטע "פשטא קורסן‬

‫רופט שוין צו רעזעווירן אייער פלאץ‬

718.234.3330 info@pashtu.org

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On Writing Copy for Advertisements: Samkup

WHY [SOME] ADS WORK

A N D H O W YO U R S C A N B E A M O N G T H E M B Y: S A M S C H W A R T Z O F S A M K U P

Sometimes I sit on the couch late at night, flipping through publications like The Boro Park View. As much as I try to leave my business-kup behind, I always slip into work mode when I come across certain ads. I turn to my wife and say, “I guarantee that this company did not receive a single call because of this ad. It’s truly a waste of money.” Being in the world of marketing for almost fifteen years, it pains me when I see people and companies waste thousands of dollars placing ads with zero — or even worse, counterproductive — messages.

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R O MA IMPE R IAL E

C O M E

. S O P U S C ALAC ATTA LU X

E A M D R

112

Y O U R

We can divide ads into two categories: branding ads and informational or service ads. A branding ad promotes a company that wants to convey or reinforce a message with a general idea of what their product or service is all about. To successfully execute a branding ad, you want to write the least information possible and let one good line tell readers the essence of the advertiser’s business and their space in the marketplace. Informational ads for service businesses, courses, events and the like can and should have the relevant information so that readers know exactly what the company is offering and how it can personally help them. Here are some examples: In this Highstyle ad, we wanted to communicate the main message of what the brand

D E S I G

ADS: TWO TYPES, TWO PURPOSES

CAL ACAT TA V E N A O R O

Allow me to share some Samkup rules that I’ve developed over the years. Use these to write your own ads or perhaps as a handy checklist to see if the ads you’re running are doing their job.

Tomorrow's Trends, Today.

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‫פשטא‬ ‫מגילה‬ ‫שיעורים‬ ‫יעדער איינער‬

‫‪EXPRESS‬‬ ‫‪YOUR‬‬ ‫‪CREATIVITY‬‬ ‫‪IN GRAPHICS‬‬

‫דער אינגערמאן‬ ‫ב"ה נאך אזויפיל יאר נאך די חתונה איז מיר ענדליך‬ ‫געלונגען זיך צו קענען צוגרייטן פאר די מגילה‪ .‬איך‬ ‫געדענק נאך נאכן חתונה ווי איך האב זיך‬ ‫געמוטשעט מיט סי די'ס און גארנישט אנגעקומען‪.‬‬

‫די ווייב‬ ‫ב"ה היי יאר וועט מיר זיין א שמחת פורים אז איך‬ ‫וועל זיך נישט דארפן ארויסשלעפן מיט מיין בעיבי‬ ‫צו די מגילה‪ ,‬איך וועל ענען הערן מגילה פון מיין‬ ‫מאן‬

‫די קינדער‬ ‫איך קען נישט ווארטן‪ ..‬די יאר וועט טאטי אליינס‬ ‫ליינען די מגילה אין אונזער הויז‪ ...‬איך בין אזוי‬ ‫פריילעך‬

‫די מאמע‬

‫‪MOST OF THE IMAGES, ILLUSTRATIONS,‬‬ ‫‪PAGES, AND ADS IN THIS BOOK‬‬ ‫‪WERE DESIGNED USING THESE DESIGN PROGRAMS‬‬

‫עס איז מיר א נחת צוצוקוקן ווי מיין בחור'ל וועט‬ ‫ליינען די מגילה‪ ,‬ער גרייט זיך צו מיט אזא שמחה‪,‬‬ ‫די פשטא שיעורים איז די גרעסטע מתנה וואס איך‬ ‫האב אים געקענט קויפן‬

‫דער בעל קורא‬ ‫כאטש איך ליין שוין אזויפיל יאר‪ ,‬האב איך ב"ה גאר‬ ‫אסאך דערגרייכט דורכן נעמען די בארימטע‬ ‫פשטא שיעורים‪ ,‬עס האט מיר געעפנט די אויגן‬ ‫פאר א נייע וועלט ווי אזוי ריכטיג אויפצוכאפן די‬ ‫טראפן און ליינען ווי א מומחה‬

‫‪Id‬‬

‫‪Ai‬‬

‫‪Ps‬‬

‫‪INDESIGN‬‬

‫‪ILLUSTRATOR‬‬

‫‪PHOTOSHOP‬‬

‫‪BAILY BIEDERMAN MAKES LEARNING THESE‬‬ ‫‪PROGRAMS SIMPLE AND ENJOYABLE,‬‬

‫‪SO YOU, TOO, CAN DESIGN‬‬ ‫‪SOME PRETTY COOL STUFF.‬‬

‫‪ONLINE GRAPHICS COURSE‬‬

‫‪BailyBiederman.com‬‬ ‫רופט שוין צו רעזעווירן אייער פלאץ‬

‫‪718.234.3330‬‬ ‫‪info@pashtu.org‬‬

‫‪113‬‬

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On Writing Copy for Advertisements: Samkup

NEW!

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stands for. Similarly, in the ads for a new food product like these Kravy Popperz, we put even less information, as the goal was just to get people excited about a new product. In this ad for Everfund Pool Trust, we needed to give families information on how this service can help the elderly qualify for Medicare. This required going into more details about the product, as well as whom it’s for. A cool and memorable slogan wouldn’t cut it.

MARKETING RESULTS, NOT PRODUCTS There is a famous line by Harvard Business School Professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” A piano teacher might offer piano lessons, but what he is really selling is the fact that your child will soon be able to get up at your family simcha and play music. A tile seller might think he is selling tiles, but what he is really offering are those special moments when you sit and enjoy your beautiful, tileadorned home. And while we’re at it, that ad showing hot cof114

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fee and a sandwich at your favorite breakfast place isn’t pushing food; it’s giving you the feeling of starting your day energized. How does this shift in perspective play out? I’ll provide an example: When we began marketing work for the now-popular Leil Shishi diner, a homey cholent and Shabbos takeout establishment, I knew that even though the owner is selling cholent, kugel and other Shabbos foods, what he is really selling is an experience — a chance for people to unwind at the end of a hard week of work and share comfort “PEOPLE DON’T food with friends. Instead WANT TO BUY of using lines like ”the best cholent in town,” we A QUARTERfocused on selling the leil INCH DRILL. shishi vibe of the store. Identifying what you THEY WANT are really selling will help A QUARTERyou in the approach and direction of your ad. It is INCH HOLE.” also a major key when you are developing a slogan or PROFESSOR tagline for your business. THEODORE LEVITT

On Writing Copy for Advertisements: Samkup

‫ומניח‬ ‫בקדושה‬ ‫לעם מדשני‬ ‫עונג‬

IT’S NOT ABOUT YOU!

Ads should never be about you and how good you are; instead, they should focus on the client and what you or your product can do to help them or make their lives better in some way. This is true even outside of consumer advertising. Take, for example, a for-hire announcement. Don’t write, “We are looking to hire!” Instead, use text like, “Earn money while helping your community,” or, “Make extra money working from home.”

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CLARITY VS. CREATIVITY Creativity is very important when trying to stand out or when aiming to communicate a particular message in a very short space. Creativity can also help your ads go viral, thereby earning you free publicity Now, while I’m all for creativity, I sometimes come across ads that get so lost in the puns that even after reading the ad twice, I still have no clue what they’re selling. A little trick that I always perform in my own firm is to look at a finished ad as if I’ve never seen it before. Better yet, show the ad to someone who really has never seen it. Can they identify in one second what it is that’s being offered? In the construction sign we did for Upgrade Kitchens, and in this campaign for Drive Goods, we managed to be creative while still stating clearly what my client is selling.

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On Writing Copy for Advertisements: Samkup

Medicare annual enrollment started!

Are you 65 or older? AD STRUCTURE

Now is the time to enroll in the

to give even more information about what you offer. The key is to have the person understand what you are offering without reading the body copy. Use the body copy only to add details and explain more about the product or service.

Medicare Plan

An ad can include as little as one word (or even no words, when the picture does the talking), but it has to have structure. It can’t be one big hodgepodge of information, or just a bunch of repetitious text filling a page. Breaking it down into components makes it easily digestible and engaging for the reader. Let’s break down the structure of a successful ad:

that is loaded with benefits geared for our community.

EASY. FAST. FREE. Applicant must be eligable for Medicaid and Medicare.

BULLET POINTS

1-888-426-2774 TTY/TTD Users Call: 711 | Hamaspik.com Customer Service Hours: Oct 1 - Mar 31, Mon - Sun, 8AM - 8PM Apr 1 - Sept 30, Mon - Fri, 8AM - 8PM

Hamaspik Medicare Select is a Medicare Advantage and Prescription Drug Plan (HMO D-SNP) with a Medicare contract. Enrollment in Hamaspik Medicare Select depends on contract renewal.

H0034_HMSAD021021_M

#GroupPower

“Parenting a child with ADHD?”

“New arrivals now in stock.”

R A PY BY

· Monday Mornings · Led by Elisheva Katz, Psy. D

C O N TA C T/ C A L L TO ACTION

Get Stronger Together. Call Today: 845.425.5252 Ext. 1032 www.achievebh.org

Okay, so your reader is fully convinced. What’s next? Service ads should have a clear call to action.

SUB-HEADLINE

Once you have the reader’s attention, you can go on and explain the key components of what you offer. “Now is the time to enroll in a Medicare plan that is loaded with benefits.” “Join a program designed to help children live a life without limitations.” “Install solar panels with the help of the industry leader.”

BODY COPY

After you have the attention of the reader, use body copy 118

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Callouts are for adding additional minor bits of information you want the reader to know. “We specialize in…”

E TH

That sounds exciting, now tell me more!

CALLOUTS

“Now accepting insurance.”

ER TOGE

“Let the sun pay your electric bill.”

GRO

Yes, my child has ADHD. What can you do for us?

If your child struggles with ADHD, you may find homework, organization, and routines to be challenge. Join us to learn specific targeted home-based behavioral strategies to help your child right away. Let's have a great start to the new school year!

EVE

Yes, what can you offer me?

“Are you 65 or older?”

Parenting the Child with ADHD.

A headline is your magnet, your bait, the sign on your front door. Make sure it is as powerful and direct as possible.

STR O

HEADLINE

Bullet points are a way to convey key components without having to write too much copy. It’s easier to write, for example, a list of people who can benefit from a service than to dedicate paragraphs to explaining it all.

“Call for a free consultation.” “Come in anytime.” “Visit our website at…”

IN SUMMARY You are the very last person who needs to be swayed by your ad. Step outside your world, and remember that ads have a very short time to make an impression in a magazine full of other pages competing for attention. You might not be happy with all the information that got left on the cutting room floor, but you’re sure to be glad when it’s time to measure the results.

On Launching a New Product: Go! Group

Launching a New Product? YO U R B R A N D I S T H E

P E R S O N A L I T Y O F YO U R P R O D U C T B Y: G O ! G R O U P

Many excellent, worthy products that seem great on paper and on the computer end up failing — ignored, forlorn and forgotten on store shelves. Imagine walking down the aisle of a supermarket looking for the cookie section. It’s halfway down the aisle to your right. Okay, you see it now… and there’s your favorite brand. Then you notice something else. Oh, what’s that? you wonder. Hmm… What makes a new product easy to find, identify and sell? Most grocery shopping is done quickly, intuitively and almost unconsciously, with the consumer’s mind elsewhere as they roll their cart and select items based on instinct and recognition. To break through shelf-clutter and generate purchase, your product needs to be findable, be convincing, and cause one to stop. It needs personality. Shoppers’ eyes constantly scan the shelf to see what else there is. This is the moment when your brand can catch their attention and become part of the purchase. Brands noticed in the first 2.3 seconds of search are 80% more likely to be picked up.

NOT SEEN, NOT BOUGHT When it comes to developing a new product, companies are inclined to choose attractive designs and creative names that conform to the category or stand out. But there’s a fine balance between being different and being too different. Blend in, and your product will get lost. Stand out ineffectually, and no one will buy. Effective packaging extends beyond pretty, smart or trendy. Package design and product labeling are 120

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On Launching a New Product: Go! Group

works of art. Naming a product requires creativity, but there’s a science to it. A name should be strategic, relevant and memorable. Make sure the name lends itself to unique branding. It should set you apart, be easy to say (if it’s difficult to pronounce, nobody will remember it), and describe what it is. If it’s too “cutesy,” nobody will know what it is. If it’s generic, it will sound like every other product. For consumer packaged goods (CPGs), packaging is designed to differentiate a product from its competitors. Good package design must evoke a positive emotion and fit an aesthetic that suits your brand. If it’s a health product, it should look healthy; if it’s a highend product, it should look prestigious. Avoid crowding your design. Every centimeter on your label is prime real estate; make every word speak to the customer’s needs and benefits. Artful packaging is a winner only if it scores the one measure that counts: Does it influence your customers to buy?

THE SIGNIFICANCE OF SHELF RESEARCH At Go! Group, we’ve created a simple-yet-powerful framework for determining the potential of a logo, label and package design to drive sales. Packaging alone doesn’t guarantee a successful product. What appears or doesn’t appear on the shelf carries weight in purchase decisions. Strategic planning involves market analysis and research. That’s where behavioral science comes in. Visiting stores and spending time in the aisles helps you assess the behavior of consumers and pick out the nuances of what encourages buying — and what inhibits it. You’ll gain insights into the best location for the product, how consumers experience the product, and if it sells. Getting to know your customers doesn’t only help deliver a stellar package; it also helps engage with them effectively to build brand awareness and trust through educational marketing content. The consumers’ needs and challenges can be addressed with valuable information about the benefits of your product. These efforts add to your brand’s personality and provide a means to be sincere, receive feedback and tell a story — all ways that we, as humans, build trust with one another. Once a consumer bonds with your brand, they’re more likely to make repeat purchases with little to no hesitation — which then bridges the gap between trust and loyalty.

PRO TIP Go! Group’s power move? Shelf research. Visit stores and spend time in the aisles. Focus on exactly who your customers are and how your product will serve them. Get to know them deeply — better than they know themselves. Learn what they want from a product, and your packaging will speak to them — in their language.

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On Launching a New Product: Go! Group

SUCCESS! Launching a new product is a challenge, especially when it is so novel that nothing like it exists in the market. When Mr. Shea Langsam, owner of Fish-to-Dish, conceived the idea of selling crispy salmon cubes, it was the first time an expensive fish was sold in the breaded style. Its success in the marketplace proves that an excellent product combined with the right marketing strategies will inevitably win the hearts of shoppers.

“When we launched our new flour,” says Aaron Gancfried, CEO of Isaac’s WonderMills, “we looked for a branding and marketing professional with a good understanding of how to position a developing product. Since flour isn’t a ready-to-consume product like a cookie, for example, persuading consumers to ‘risk’ using a new product was a challenge. Go! Group proved to be that maestro marketing agency. They conducted a thorough consumer analysis, created marketing content to inform consumers about the value and benefits they stand to gain from using our flour, and invited social media influencers to test the product and share their results.” When you stand in the store and observe real people making choices, you gain valuable insights into who the customer is, what they want, what they see, and what they place in their carts. Analyzing consumer behavior allows you to understand the barriers to purchase — and that helps you create a package that will convey the compelling benefits of your product.

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What does marketing entail for those in the planning roles? Here, marketing experts, designers, copywriters and other strategists in the industry share what makes marketing work.

Is there a specific design or look that is yours?

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When developing a visual identity, our job is not to create art. Our job is to be invisible and get the client the results they need. We ask: Who is the audience? What is the product? And what would be the most effective way to get the client the intended results?

Each of our clients has their own identity. It’s their look that we are portraying across all marketing materials. Our clients span so many different industries that it would not do justice to their message if we applied one look to all of them.

– BENZION ROTH | CREATIVE DIRECTOR | HIGHSKY

– SHIFFY KISH | CREATIVE DIRECTOR | SKY MEDIA

“Creativity without strategy is called art; creativity with strategy is called advertising.”

We’re all unique, aren’t we? And we like to represent that in our work. Every client, every ad campaign, every brand and every product gets its unique and appropriate design.

Just ask our customers. An Artistic ad cannot be mistaken. We try to bring something unique to all of our work, and those that follow the advertisement industry know that. We have a reputation of producing strong and, of course, Artistic ads.

– YOEL FRIED | CEO | FRIEDCO MEDIA

– YOEL SPITZER | ARTISTIC GROUP

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Yes, I constantly get feedback from people who say they can spot my work in an instant. I kind of developed a style that I implement in most of my work, but even though they’re all done in my signature style, they’re each unique and suited to my clients’ needs. – NICHY SILBER

While my work is always clean, modern and professional — hence Flair’s tagline: simple creative brands — I’m often told that my work is very diverse. Each branding design is specifically created to tell the story of your brand.

KOA has a distinct look, and a good eye can see the professionalism, uniqueness and simplicity in every pixel of a KOA ad.

– ESTHER WERBER | FLAIR BRANDING

– BENNY MONHEIT | CREATIVE DIRECTOR | KOA CREATIVE GROUP

Of course. I ensure that each of my designs has my signature touch plus a new and exciting element. Sometimes I see my concept or original design incorporated in others’ work, but I take it as a compliment. It’s always better to be the one coming up with the concepts than the one copying the concepts. YAKOV YOSEF FELDMAN | OUTLINE

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Ooh. Teaser ads are our favorite kind of ads. (Sincere apologies to the other ads that might find that offensive.) Teaser ads, when done right, release suspense to the public and give them something to look out for. It’s important to note that teaser ads are not appropriate for every ad campaign and must be done smartly. We would tell you how we come up with our ideas, but that would mean spilling all of our cool secrets!

What’s the purpose of teaser ads, and how do you come up with the ideas?

– YOEL FRIED | CEO | FRIEDCO MEDIA

A teaser ad is exactly what it sounds like — an ad that hints at something coming, without giving the secret away. The beauty of a teaser ad is that it appeals to everybody. Nobody knows if the coming ad is for a campaign, a new grocery item, or a grand opening — so you have the entire community waiting for the big reveal. With all eyes on the followup ad, the stage is set for success. – YITZCHOK SHLOME KRAUSZ | THE PENTAGON GROUP

What is one memorable job you’ve done or client you’ve worked with?

Each client is memorable! Seasonal projects, especially, allow us to feel and anticipate the upcoming Yom Tov, such as when we designed the Freund’s Chanukah project. Seeing our work go live is always our favorite part. The new Toys “R” Us at American Dream was another really exhilarating job. It was a very robust project with lots of moving parts.

Brands that I’ve worked with from the start, especially stores, are always memorable. There’s nothing as satisfying as seeing your work all over a store.

– SHIFFY KISH | CREATIVE DIRECTOR | SKY MEDIA

– NICHY SILBER

Yes, we’ve worked with many nonprofits. Seeing an organization’s devotion and work so upclose always inspires us and gets us emotional every time anew.

Did you ever work on something personal?

– YOEL FRIED | CEO | FRIEDCO MEDIA

Yes, every project. Our specialty is to immerse ourselves into our clients’ brands until they grow to be personal. – BENNY MONHEIT | CREATIVE DIRECTOR | KOA CREATIVE GROUP

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I go by the motto that What happens the client is always right. when your They’re the ones paying for customer the work, so at the end of wants something the day, they get to have the that you final say. That being said, feel is not if I really don’t like how professional? something came out, I won’t put my signature on it, and I won’t post it online. This rarely happens, though.

As a copywriter, I get this all the time — customers who think that since they can type, they’re perfectly capable of writing their own copy, and just want me to “look it over so it’s nice and professional.” Just like any other skill, there are rules, strategies and best practices that go into creating successful copy, and never mind years of experience. What I do in such cases is point out only once why something is not going to work. If they still insist on going ahead with it, I’ll tell them that while I wish them my best, I can’t work with them — and then send them to a designer.

– NICHY SILBER

– MIRIAM FRIEDMAN | INKWELL

Choosing a color does not wait for print ad design; it happens during brand building. Every company, establishment or product has a color palette that is part of their brand identity, and when an ad is created, we follow those colors to match the feel and tone of the brand message and character.

How do you choose colors for an ad?

– BENNY MONHEIT | CREATIVE DIRECTOR | KOA CREATIVE GROUP

I usually use colors that coordinate with the client’s branding, but when a brand doesn’t have a color palette, I generally gravitate toward soft, muted tones. If an ad, however, won’t look good in muted tones, I use a color that makes sense for that specific industry. – NICHY SILBER

Color subconsciously affects our mood and is something that human nature instinctively reads. For example, you won’t use red on an ad for milchig products or blue for a fire company. We try to use colors that are attractive, fresh, yet match the vibe of the product or company. Our talented designers use their judgment to choose a color scheme that works. We sometimes review it with our entire team to see if and how we can improve the coloring to make it even better.

We believe that color is a science, and we individualize the color used based on what we are advertising. Colors used in advertising can either make it or break it.

YOEL SPITZER | ARTISTIC GROUP

– YOEL FRIED | CEO | FRIEDCO MEDIA

What happens when you run out of ideas? A creative mind never exhausts its resources. We see the broader picture and find opportunity from various angles. For example, The Chasuna Mall to the average person means furniture, jewelry and so on, but when I have to link it specifically to the Sukkos issue, I think peace of mind, which brings simcha, which fits with Zman Simchaseinu. – SHMIEL A. COHEN | CREATIVE DIRECTOR | ADUP MEDIA

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Yes, quite often, actually. As important as it is to be honest with your customers, it’s equally important to be honest with yourself.

As a fast-growing agency, we are very cognizant of our abilities, and the work we’ve done confirms this. Much of the success that we’ve had can be attributed to the fact that we play to our strengths. We will never take on a client we cannot serve to our standards, or a project that we don’t feel completely capable of executing at the high level that we are accustomed to in our delivery.

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Yes, if we don’t fully believe in the product or service. We are fully transparent with our clients and will tell them exactly why we won’t be able to promote something. – YOEL FRIED | CEO | FRIEDCO MEDIA

What happens if the customer doesn’t like the ad? How many edits will they get? We create ads only after many hours of discussion and research, so that by the time we actually put the ad together, we know the client and project extremely well — and understand their vision. Usually clients will say, “This is exactly what I had in mind.” With that being said, there are always minor tweaks and changes. We make as many as necessary. The client must be 100% satisfied.

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Can you share a marketing tip? Don’t be too busy with your competitors. You have to learn from them, study them and make sure you don’t fall behind, but make sure not to get stuck while observing them. – BENNY MONHEIT | CREATIVE DIRECTOR | KOA CREATIVE GROUP

Less is more! Stick to one message in your ad. The more information in the ad, the less likely potential customers will actually stop and read it. Have more to say? Save it for another ad!

Whenever it comes to placing our ads in magazines, we strongly recommend that our clients put them in The Boro Park View because of the highquality colored pages, unique design, exciting weekly articles and recipes — and of course, epic results for the advertiser!

– ESTHER WERBER | FLAIR BRANDING

– YOSSI KATZ | OWNER & CREATIVE DIRECTOR | KAYGROUP

There is no one product that will please everyone. Therefore, there’s no way one ad can appeal to everyone, either! If you tell me your target audience is “everyone,” you’ll end up reaching no one. Instead, I’ll work with you to really define your audience so that your ad can reach the people who actually matter to your business. – MIRIAM FRIEDMAN | INKWELL

Each agency has its own style, and when choosing one for your business, go with an agency whose work you like. Choosing one agency and asking them to produce media in another agency’s style won’t work. Similarly, trust the designer you chose to work with. When it comes to giving corrections on an ad, don’t tell the designer what to do; rather, tell them what bothers you about the ad and let them make the necessary changes. And finally, don’t ask to see an ad before it’s done! Wait for the final product; it’ll be worth the wait. – YOEL SPITZER | ARTISTIC GROUP

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Is there something specific you offer in which you’re outstanding?

Good messaging is a skill, and we like to believe that we’ve attained that with time and effort. Also, customer service is the new marketing. It’s what makes people come back time and again. Today we love the family of clients we’ve built over time, and we value them immensely. – YOEL FRIED | CEO | FRIEDCO MEDIA

GCNY is known for crafting the most memorable logos and brand systems for passionate brands. Each of our logos has a strategic personality that truly expresses the brand’s essence and core values. – JOSEPH BLUMENFELD | GCNY MARKETING

Honesty. So many clients come to us after shelling out thousands of dollars for branding, a campaign, a website and more that they didn’t like. At Hashtech, we believe in honest and open communication — really listening and understanding what our client needs, and then trying to see how we can make it work. At the end of the day, every client has a drive and a vision. Throughout the entire process, at every step of the way, we make sure that everyone is happy, clear and on board — and that our client ultimately deems their project a success. – SHLOIMY FREUND | CREATIVE DIRECTOR | HASHTECH MEDIA

I work with each client’s budget to find the best advertising strategy that can work for them. I also understand what tone the ads need to have, what message needs to be delivered, and which designs will make an impact. My campaigns have a special touch because of my understanding of the process, from start to finish. – CHAYALA KAUFMAN

At Flair Branding, we offer comprehensive brand creation that makes brands more popular and profitable. Branding is way more than a good-looking logo. It’s the personality of your business. It is the story, the message and the feeling of your brand. – ESTHER WERBER | FLAIR BRANDING

With over 26 years of experience in the industry, and having worked with over 25 different publications, I am knowledgeable and have experience in print ad budgeting and marketing as well as in graphics and social media. I negotiate the best rates and placement for my clients and treat each one as if they were my only client. I work closely with them and offer them personal service, and if a client needs some quick answers at any given time, I am here for them, beyond the nine-to-five workday. – GOLDY PORTOWITZ | GP ADVERTISING

Besides our superb customer service and personal involvement with each client, we stand out with our 3D design and modeling. We’ve got an in-house team specializing in custom highquality 3D modeling and rendering. – BENNY MONHEIT | CREATIVE DIRECTOR | KOA CREATIVE GROUP

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MUSIC & VOICE LESSONS • ORCHESTRA • CHOIR

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By: B. Lichtman

Here are ten simple ways to transform your office into a more appealing, productive and optimistic place.

ENTRY CLOSET

The office is the place you spend most of your waking hours. It’s also where those on your payroll spend those hours you’re paying them for.

The sky’s overcast, trees are frowning and raindrops are pounding. Especially on days like this, you want to greet your employees with a spacious entry closet. Think a bench to sit and get comfortable on, plus space to hang raincoats and umbrellas without tripping over coworkers’ rain gear that’s piled up and dripping. This is all you need to lift downtrodden, soggy spirits. Keep the umbrella stand stocked with extra umbrellas, hat covers and rain bonnets in case of emergency. Painting the mud area a cheerful color will add some pick-me-up too.

2 WELL-STOCKED CAFETERIA

People of all sorts and sizes tend to do well with the age-old rule that food sets the mood. A well-stocked cafeteria will keep your employees on the move. From real food in the fridge to grab ’n go snacks in the cabinets, make sure to have them all! Ask around the office for going food items and preferences to stock smartly. Aren’t we all that much more productive when we are not running on an empty motor? To take it a step further, you can also keep a bin stocked with random essentials that someone might need at any given moment.

COLOR ACCENTS, CHAIRS AND DIFFERENT FLOOR TILING

Bringing in a bit of bright color livens up the room and mood. You can integrate color in the most corporate of grays, whites and blacks by painting an accent wall, adding vibrantly colored tiling in certain areas, or even switching to lively-colored chairs.

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Ditch the need to constantly warm up with a cup of coffee by simply raising the temp. Some tend to think that a lower room temperature will keep the momentum going, but that is far from the truth. A warm environment during the cold winter months can increase productivity among workers. (A Cornell study found that up to 77 degrees is perfect.)

Classical music playing softly in the background serves as a muffler to noise and arguments. It can calm those frayed nerves during a fast-paced or frustrating day, and give employees a relaxing pick-me-up on down days. Positive and upbeat music lends itself to a charged and optimistic atmosphere.

SOFT MUSIC

7 AIRY WINDOWS OR SCENIC ART

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WARMER ROOM TEMPERATURE

COMFORTABLE EQUIPMENT

Investing in comfortable chairs and updated equipment goes a long way. Sitting in a comfy seat versus one that is backacheinducing marks the difference between a productive employee and one who is surely less productive. Providing enough desk space, updated and ample computer screens, and plush chairs are a worthwhile investment for more reasons than one.

Having plenty of large windows creates an airy, vibrant working environment. There’s nothing like a sun that’s twinkling and snow that’s sparkling — even when the weather’s not all that cheery. However, let’s be realistic: Not every office has that luxury. In those cases, bring in some “synthetic windows.” Hang large pictures of various naturerich scenes to integrate a calm and expansive mood in the workplace.

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8 DECLUTTER

An organized work surface equals an organized mind! Yes, most of us have clutter lying around while we work and accomplish tasks; however, if the mess is contained, it will help with concentration. Purchase inexpensive, colorful under-desk bins for objects that never seem to find their parking spots. Keep a desk organizer to help things like pens and candies find their home. Going paperless also clears the clutter; scan all papers into your database to avoid having unnecessary paper piles.

Out of the Box

BEYOND THE TYPICAL TEN A pleasant-scented environment will definitely go far. You can stock up on your favorite diffuser or choose to spread a scent that will achieve incredible results! You might want to choose one of the following:

SOFT SCENT

10 STAFF APPRECIATION

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Pine — increases alertness Cinnamon — improves focus and concentration Lavender — helps relax when stressed Peppermint — adds pep to your mood and perks you up Citrus — lifts spirits

Now here comes the big one…. Who doesn’t relish feeling appreciated and valued? A large factor toward cultivating a positive and loyal workforce is showing your staff that they are respected and treasured. How? Through simple gestures like ordering in lunch once in a while, a small surprise bonus for something they worked hard to achieve, and occasional get-togethers outside of the workplace and pressures. Small tokens of appreciation are worthwhile investments. Try this and reap the astounding results!

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If your personality veers to the more daring side, you might want to implement these two bonus tips in your workplace. 1. Aiming for a luxurious and pampered atmosphere? A massage chair to relax and recharge during lunch breaks might have employees vying to volunteer overtime. 2. Go tropical! A fish tank wall will soothe even those who aren’t the greatest fans of sea life. The colors and calm motion of the fish can relax anyone with their tranquility. Just make sure to solicit the services of a maintenance company to properly care for the fish, too.

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Future workshops planned for young teenagers

Under the guidance of Rav Yechiel Michel Steinmetz shlita, Skverer Dayan, Boro Park

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Color has an instant impact on the unconscious mind, affecting not only your choices, but also your mood, blood pressure and even appetite. Read on to hear how. C o l o r

L o g o s

Seeing Red

America, AmEx, Barclay, Visa, Paypal

If you look around at famous fast food logos, you’ll see a lot of red. The color red not only whets the appetite (you’ll find eateries with ruby walls, because it translates into bigger orders), but it is also an instant-attention grabber and a sign of action. The logo reminds ridersby that they’re hungry and entices them to still that hunger now. Many also have a smattering of yellow for the “ketchup and mustard” effect that makes one think of burgers, or fries. The mind notices it even before the person does. All the hungry fellow knows is that he’s suddenly parked before a fast food joint and ready to grab a bite!

But it’s not limited to financial trust. You’ll see blue in the branding of medicine, government, technology, as well as in legal and corporate fields. And here we speak of Dell, Ford, IBM, HP, Oral-B, General Electric and Walmart.

Think: McDonald’s, Burger King, Wendy’s, and that’s just a sampling. And red logos are by far not limited to the food industry. H&M, Target as well as other big names ride on their high visibility to stay vivid in the minds of customers.

True Blue If you look at bank logos, as well as those of other financial institutions, you’ll primarily come across blue. The color blue gives a feel of trustworthiness, loyalty and stability, and its trusting vibes are made use of by industries who want you to entrust your financial well-being in them. Think: Chase, Citibank, Bank of

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Stockbrokers back in the day would often use blue portfolios. Or green, to remind you that they’ll make you rich yet.

Go Green Green — though also a choice for banks and those in the financial sector who want to highlight the greenback factor — very often gives off a vibe of an environmentally friendly place. Boon for many, bane for some. Think: John Deere, Tropicana, Whole Foods Market

Be Bold; Be Black Black is a symbol of seriousness , professionalism and authority and is used by those who have the confidence to know they’re taken very seriously. Think: The New York Times, Apple, Nike, Sony Some major fashion brands feature black too, banking on the power the color exudes (Prada, Channel, Gucci, among many others).

By: Shevy Hollander

Color and Taste

Color Weight

The colors of foods we eat impact more than their visual appeal.

Color impacts the mind in a lot of ways, sometimes giving an item more psychological weight than it really has. If you’re carrying a few identically-weighted boxes of different colors, the black box will feel a lot heavier than the white box. The yellow will feel somewhat heavier than the white, and a lightblue box will feel even lighter than the white.

The reason much thought and research goes into the packaging of food items is this: A 2006 study titled The Impact of Color on Marketing found that 62% to 90% of snap judgments when purchasing products were based on the color of the packaging alone. Is your kid (or you! No shame) begging you for colored freeze pops versus those color-free ones? There’s something to it. Research published by Clydesdale showed that the taste intensity and perceived sweetness were heightened in foods where coloring was added. However, that was the case with younger participants more so than with older. (The suggestion that followed was that sugar can be cut in foods treated with artificial coloring.) You can try it on your own. Have someone taste colorless freeze pops while blindfolded, and name their color. After they see their white frozen treat, they will detect a huge drop in flavor. There are certain colors, like blue and purple, that are frowned upon in foods, instantly causing a drop in appetite. More “natural” colors (red, green, brown), on the other hand, are appetite-stimulating. Some diet plans suggest that eating meals on blue plates will make the dieter eat less.

Traveling Colors Another interesting way we relate to color is that warm colors (like red, orange and some yellows) appear to be advancing — you often will perceive them as closer than they actually are. Cooler colors (blue, green, violet) are receding colors, and you may think they are farther away than they truly are. Research has shown that blue cars are actually involved in the highest rate of traffic accidents for this very reason.

Passive Pink Bubble gum–pink walls are known to have a tranquilizing effect, and thousands of psychiatric hospitals and correctional institutions across the U.S. were known to have used this passive pink paint on walls, especially in detention cells where those who become violent need the pacification that pink is said to provide. (What a pity boys’ rooms can’t be painted pink!)

In the Eyes of the Beholder Research has shown that when it comes to coloring, men will generally opt for bolder colors, while women will go for softer. (Not very surprised, are you?) When it comes to different hues of a specific color, men will select shades (colors with black added) while women will want tints (colors with white added).

EVERYTHING BETWEEN WHITE AND RED IS A TINT WHITE

EVERYTHING BETWEEN RED AND BLACK IS A SHADE PURE RED

BLACK

Color Placebo Effect? Warm-colored placebo pills were reported as more effective than cool-colored pills. When you want relief now, do you know why Motrin is said by many to be more effective than Tylenol? Cooler colors are associated with tranquilizers, and it’s no mistake that Tylenol PM and Tums are blue.

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‫דברי חיזוק והדרכה מהרב הגאון הגדול‬

‫רבי יחיאל מיכל שטיינמעץ‬ ‫דומ"ץ סקווירא בארא פארק‬

‫שליט"א‬

‫געזאגט ספעציעל פאר די פרויען‬ ‫וואס ווילן זיך אויסטוען די שייטלעך‬ ‫לכבוד די אלע חשובע נשים צדקניות וואס זיי נעמען זיך אונטער אזא חשוב'ע זאך‪:‬‬ ‫מיר געפונען נישט קיין שום חיוב ספעציעל פאר אידישע טעכטער נאר לענין צניעות‪.‬‬ ‫אזוי ווי מען זעהט אין די תורה הקדושה אז דער רבונו של עולם זאגט‪ ,‬אז ער וועט בלייבן‬ ‫אין דעם שטוב נאר אויב עס וועט זיין הייליג ‪ -‬נאר אויב עס וועט זיין אן ענין פון צניעות‪.‬‬ ‫דעריבער איז עס א געוואלדיגע זאך וואס חשובע פרויען האבן מקבל געווען אזא‬ ‫געוואלדיגע מסירת נפש אין דעם ענין פון כיסוי הראש‪ .‬זיי זענען מקבל אויף זיך צוצדעקן‬ ‫דעם קאפ אזוי ווי מען איז געגאנגען ביי אונזערע זיידעס ‪ -‬מיט טיכלעך‪.‬‬

‫אשריכם‪ ,‬אשריכם חשובע נשים צדקניות‪ .‬איר טוט אזא געוואלדיגע‬ ‫זאך מיט מסירת נפש‪ .‬איר ברעגט צו אז דער דור זאל זיך געהעריג גוט‬ ‫אויפפירן‪ .‬אייער שכר איז זייער גרויס ‪ -‬גדול מאד‪ .‬אייער שכר איז‬ ‫נישט נאר פאר אייך‪ ,‬נאר פאר אלע קינדער און אייניקלעך וואס וועלן‬ ‫אייך נאכגיין‪ .‬און איר וועט באקומען דעם שכר פון אלע אייערע דורות‪.‬‬ ‫בפרט היינטיגע טעג‪ ,‬ווען מען דארף האבן אזוי פיל ישועות‪ .‬עס זענען ליידער דא אזוי פיל‬ ‫צרות אין כלל ישראל‪ .‬אבער דער רבונו של עולם זאגט אונז אז עס וועט נישט זיין א זכות‬ ‫פאר כלל ישראל נאר אויב כי ד' אלוקיך מתהלך בקרב מחניך‪.‬‬ ‫איך ווייס אז עס איז שווער צו טוען אזא זאך‪ .‬אבער די זכות איז זייער גרויס נאכצוגיין‬ ‫אזוי ווי מען איז געגאנגען אמאליגע צייטן‪ ,‬ביי די עלטערן אזוי ווי אונזערע זיידעס און‬ ‫באבעס זענען געגאנגען‪.‬‬

‫עס איז באמת א געוואלדיגע חשיבות אז פרויען דעקן צו דעם קאפ‬ ‫אזוי ווי עס דארף צו זיין‪ ,‬און טוען אויס זאכן וואס זענען נישט אזוי‬ ‫אויסגעהאלטן‪ ,‬בפרט די וועלכע גייען מיט טיכלעך‪.‬‬ ‫איר דארפט זיך נישט דערשרעקן אל תרא ואל תחת‪ .‬פונקט פארקערט‪ ,‬אייער זכות איז‬ ‫געוואלדיג גרויס‪" –.‬ואל יבוש מפני המלעיגים" – ווייל איר זענט די קרוין פונעם רבונו‬ ‫של עולם‪ .‬און אין ענקער זכות וועט מען ווערן אויסגעלייזט!‬ ‫אין דעם זכות וועלן נאך אידן און נשים צדקניות אייך נאכטוען‪ ,‬און אייערע זכותים וועלן‬ ‫זיין גדול מאד!‬ ‫פאר ‪ Feedback‬און ‪ Sponsorship‬רופט ‪385-799-9978‬‬

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‫ערליכע פרויען‬ ‫אינערהאלב די‬ ‫חסידישע קרייזן צו‬ ‫אויסטוהן די שייטל‬

‫ספעציעל צוליב די שרעקליכע ירידות‬ ‫ביי די שייטלעך אין די לעצטערע צייטן‬ ‫ווערט פארעפנטליכט די קלארע‬

‫דעת תורה פון גדולי‬ ‫וגאוני הדור ומנהיגי ישראל‬

Hint: Each Boggle board hides a word of nine let ters or more!

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Send your colored page to The Boro Park View to enter a drawing for a chance to have your artwork featured in our pages and win $5 at Toys4U! Six lucky winners will be announced each week! To enter the raffle, email your colored page with your full name to comments@thebpview.com or mail it to 1274 49th Street, Suite 421, Brooklyn, NY 11219. Submissions will be included in the drawing only if all information is filled in.

718-853-5100

Name:___________________________________________________________________________________________________________________ Phone:___________________________________________ Age:___________

School:______________________________________

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Feel free to photocopy this coloring page for the entire family.

By: Faigy Jacobowitz

163

To have your child’s creation featured, send a picture to comments@ thebpview.com or 1274 49th Street, Suite 421, Brooklyn, NY 11219.

Yanky Weinberger, 2

Ari Fischbein, 6

Yechiel Berkowitz

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Chayale and Yoeli Weiss

‫אהרן קליין ביים רב’ס טיש‬

Schmelka Rosenthal, 4, shtreimel store

‫ן‬‎‎ ‫משה שטער‬

164

See what Brooklyn kids can do!

February 9, 2022

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Berel’e Goldberg, 5, parking lot

Bentzion Chaim Hass, 5

Naftuli Reinhold, 6

7 ,‫לייבי וויעדער‬

Yiddy Farkas

Malky Rosenthal 7, table

Hershy Igel, 4

Chana Etty and Bina Feldman

Chaya Rivky Gluck, baby

Ephraim and Chana Shorr

Avrumy Roth, Yosef and shevatim

Chantzy Gluck, park

Y. Rosman

Esty Gluck, telephone

Avrumi Sander

Shloimy Sinay, 4

Chany and Eli Lefkowitz

7 ,‫יוסי גאלדמאן‬

Ari and B.Z. Goldhirsch, Simchas Bais Hasho’eivah

Ovadya Rumpler, 5

Raizy Grunwald, 5, bridge

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Yiddy, Shmili, Avrumi

Chuny and Chanala Hoffman

Shmuel Chaim, 9, Menachem Shlomo and Gavriel Aryeh, 4, Greenberg, Magna-Tile dreidel

Yiddy Kolman, 5, keyboard

Leiby Silberstein, 7, shtender

Dovid Shulem

Chana Etty Friedman

Burech Usher Braver, 7, Meir Braver, 5

166

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

Leah Taub

Chana Miriam Friedman

Burach Arye Friedman

Luzee Oberlander, 6

Pinches and Efraim Hershkovitz

Tziry Goldberger, 6

Moshe Cohen, 5

Yiddi Gross, 4

Weil Family, playground

Mendy Silberstein, 5

Mayer Deutsch, 5

Yitzchok Greenfeld

Hershey, 5, and Yanky, 3, Hager

Avrum Eluzer Zehnwirth

Family Thaler

‫לייבי יצחק און יוסי מאנדל‬

Sruly Schon, 5

Duvid Shea Kahan, 4

Usher Halpert, 5

Yanky and Chany Rosenbaum

Shimon and Raizel Moskowitz, 4, 7

February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

167

Classifieds FOR SALE

REAL ESTATE

OUTDOOR FREEZER COVERS custom made heavy duty call: 201-817-9920 email: freezercovers@gmail.com

MIAMI BEACH 4141 Collins Ave. newly renovated beautiful ocean view 1 bedroom apt. for rent. 347.760.0570

ANTIQUES ‫דורכברוך! האט איר אנטיק‬ ‫בריוון און חפצים פון‬/‫ספרים‬ ‫גדולים וצדיקים? מיר צאלן די‬ ‫ אויך‬.‫בעסטע פרייזן דערויף‬ ‫ לאזט‬,‫פארקויפן מיר אנטיק‬ 845-379-4825 ‫מעסעדש‬

3 BEDROOM APT Cort and E 4, call 347-5331820

NEOCATE/BABY FORMULA

Neocate $30 per can. Kendamil $26.99. We also buy off any extra formula for a good price. Call for other type of formulas. Formula Trade 347.369.4886 YOYA /BABY PRIDE STROLLERS Now on sale, available in beautiful colors, ASTM standards, company backed warranty. Free delivery. Please call 845-263-2737 DOONA STROLLER Doona Stroller, multiple colors available! cll/txt 1-201614-4045 CANON CAMERAS 2nd hand, exc condition! Many models in stock. No warranty. With or without wifi(wili) 3478712330 FURNITURE Bedroom set 6 years old, good condition, Includes headboards, dresser, night table. Paid $7,400, selling for $2,000. Call/ text 347-4861917 CARRIAGE Looking to sell a Mima stroller in great condition for $1,199. Bassinet, carriage bag, winter accessories and plastic included. Optional buggy board for additional $129. Please call 718.388.3364

168

The Boro Park View

FURNISHED 2 BEDROOM 13 & 54 New 2 BDR, 1 Flight up, Full Kitch/Bath, W/D, A/C, Linen. Shabbos, short term 347-413-3424 SHORT/LONG TERM RENTAL Beautiful large 4 bedroom apt for weekly/monthly rent. In the heart of Boro Park. Perfect for mechutanim or out of town guest. 845-6422104 FURNISHED BASEMENT APT Ave F & E.3rd, 1 bedroom, Kosher kitchen, full bath, W/D, A/C, util incl.; ideal for Chosson & Kallah. 646-4348546 AVE J EAST 4 2 BR Duplex 2 full bth LR/DR Granite Kitch Lge encl Porch $2200 718-316-7506

LINDEN/ROSELLE RENTAL

Beautiful gated 70x100 corner house. 2,300 SF. 3 BR, 1.5 bath, new kitchen/din, seforim, dining, laundry, fin bsmt, cntrl HVAC, near Koson. 917 916-1497

MONSEY HOUSE FOR RENT

Beautiful newly renovated private house for rent in Airmont. Close to College Rd & Rt 59. 4 bedrooms plus playroom. 2 full & 1 half baths. Spacious gated in backyard. A must to see! Please call 845-746-7248 LOOKING TO BUY Looking to buy a 2BR bungalow preferably in Monroe, or the Catskills. Email pictures, price and yearly costs to buyabungalow@gmail.com NEW SMALL OFFICES 53 New Utrecht, Top of Better Health, New small offices, elevator, electricity, a/c, heat included. Starting $190/ month. Call (718) 436-4693

BUNGALOW FOR SALE Har Nof, Kiamesha Downtown. 4 Bedroom , 2 baths, closed porch and open deck. Beautiful condition 718232-6568 lv msg

CAMPUS AVAIL FOR PESACH For a large family get together. Shul, D/R, mikva. 8452191217

UNFURNISHED APT FOR RENT Newly renovated 1B’r apt nice kitchen & D’r 12&44 1st fl. call 718-853-4356

FURNISHED APT 54 & 13 2 BR Hotel style fully furnished apt. Full Kitch/ Bath, W/D. Excellent for Ch/ Kallah, or Simchas. 718-6860909/ 347-524-7686

MONSEY! OPEN HOUSE 1-3pm 60 Carlton Rd. Luxury 6 bd colonial. Full walkout bsmt, fin attic, lots of upgrades $1.999M Kayla Wiederman 845-709-0818 Q Home Sales

FURNISHED BASEMENT APARTMENT LOW PRICE! Rent Shabbas or Yomtov. Lakewood belz area. Two bedrooms,cribs,linen towels,stocked kitchen call/ text 718-813-4384

February 9, 2022

www.thebpview.com · 718.408.8770

PRIME LOCATION 2 nice size rooms Approx 750 sq ft + kitchenette& bath call: 718-490-0825 if no answer pls lv msg

MONSEY! OPEN HOUSE 1-3pm 60 Carlton Rd. Luxury 6 bd colonial. Full walkout bsmt, fin attic, lots of upgrades $1.999M Kayla Wiederman 845-709-0818 Q Home Sales PESACH FLORIDA RENTAL Miami Beach, Carriage Club North, 2 BR, 2 Bths, ground floor, avail for Pesach. Call: 347.499.0031 WEEKEND RENTAL LAKEWOOD. Looking to get away? BN 3 bedroom 2 fl bath. Fully furnished apartment W/ linen towels all shabbos needs. next to Satmer& Oak&Vine. 7185064321 MONSEY DELUXE SUITES ON COLLINS A Beautiful new 2 bedroom apartment avail to rent for the week, weekend or a few days. Fresh Linen and towels provided. 3472632779 1 BEDROOM APT Furnished/ unfurnished basement apartment. Brand new condition. Can be used as office/ apartment. For info, please call 718-256-4446 2 BEDROOM APT Brand new basement apartment. w/d hookup, central system. For more info, call 718-256-4446

HELP WANTED BOOKKEEPER Heimishe girls school in Boro Park seeking an experienced bookkeeper. Computer and Quickbooks skills required. Please email resume to schooloffer31@gmail.com COACH BUS DRIVERS WANTED CDL class A or class B, F/T or P/T Call: 646.820.3324 & leave message. Email: coachbus@gmail.com

school job

Dear accountant

You were born to

work with kids.

Your wife fondly recalls you saying that

on your second date. 12 years later,

the numbers on the screen blur as you imagine yourself sharing

the dramatic story of the parsha

to a class full of rambunctious cheder boys. me Writ su

g in

we get you.

All n

a days

But there’s a better job out there for you.

We’ll help you ﬁnd it. 718.400.HIRE (4473)

TheHigherTeam

we get you. hired.

Shaye@thehigherteam.com TheHigherTeam.com

Classifieds NOW HIRING FOR 20222023 SCHOOL YEAR We are looking for a devoted special ed classroom teacher. Small class sizes.Excellent training. Resumes@ yadyisroelschool.org located in Flatbush GROUP TEACHER Harrison Daycare Williamsburg. Must have BA degree with early childhood credits. Transportation provided. Email resume: shaindygreenfeld@gmail. com DAYCARE TEACHER Do you love working with little children? A fantastic daycare is now hiring a teacher and assistant for a new toddler class. Friendly environment, great pay. Email resume: bpdaycare1@ gmail.com Call: 917-5328099, leave message YIDDISH PRINCIPAL Young Monsey Chassidishe junior high school seeks a Yiddish principal to implement core values with a high standard of learning. Please email or fax your resume to 8455173831 or email to school5173831@ gmail.com EHS ASSISTANT Great new job opportunity to join the most amazing early head start staff! TNT is looking to hire an assistant. call for details! 718215-1625 Ext. 2

PLAYGROUP SUB Playgroup in the heart of bp is looking for a long term substitute. Nice pay, small classes. call: 347-458-9517. JOB OPPORTUNITY Secretary boys preschool afternoon 1:30-4:00. Starting immediately. Great for sem girl. Email: Preschooljob42@ gmail.com PT SECRETARY Heimishe girls office in BP, Hours 3:00 - 6:00 PM. Call: 646-858-6496 or Email: jobinbp679@gmail.com JOB OPPORTUNITY

Seeking a young ambitious female for a full-time position in a heimish multi-girl office in Boro park. Extremely gratifying and stimulating work. Great potential for the right candidate. Text/ leave voicemail 347370-9686 Email: Info@ proadvicecorp.com IMMEDIATE HIRE Shema Kolainu is looking for full time and part time teacher assistants for immediate positions. Great hourly rates! Please call 718686-9600 or email hr@skhov. org to join our team. HANDYMAN WANTED Must know electric, plumbing, carpentry, etc. 718.614.7161

The Nishmoseinu Hotline

An entire world of support and guidance for parents of children with special needs.

Personal Accounts and Techniques

Weekly Shiurim and Lectures

718-759-1111

170

Daily Halacha Q&A

Yiddish Hotline: 718-760-1111 • London 443-30-325-1266 Israel 972-72-370-1821 • Canada 438-228-2500

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

SECRETARY F/T BP Mgmt Office 12th ave, 50th St. Seeks Secretary, full time. *Basic computer * Phone skills. Detail oriented a must. Beginners welcome. Will train. Potential to grow. Email resume: tbfmgt@ gmail.com

SECRETARY for a busy Early Head Start office. Applicant should be: detail oriented, highly organized, Computer proficient, a team player, good at multi-tasking. Email resume to: homebased@ yeled.org YVY is an EOE

SECRETARY Secretary In Busy Furniture Store In Bp. Mon-Thurs11-6. Multi Task,Good Phone Skills,Quickbooks A Must. E-Mail Resume ToSternsservice@Gmail.Com

F/T OFFICE POSITION Busy BP office seeking full time female entry level employee. Good pay. Will train. Email Resume: slcpny207@gmail.com

SECRETARY/COORDINATOR Heimishe office located in BP seeking full time secretary/ coordinator to handle multiple projects. Great work environment with great pay. Email Resume Jobavailable. hr@gmail.com HELP WANTED Full Time Secretary Position Availabe In Bp. Well Organized, Ability To Multi Task, Quick Books Proficient, Graduate Preferred. Email Resume: Estyr6@Gmail.Com JOB OPPORTUNITY Commercial mortgage company in Brooklyn seeking female loan processors. Candidate should enjoy working with numbers and have basic excel knowledge. Amazing work atmosphere with huge potential! Please email resume to brooklynmortgagecomp@ gmail.com

LOAN PROCESSOR Seeking experienced commercial Loan Processor for busy BP Mortgage Firm. Great Potential for the right individual. Email resume slcpny207@gmail.com SECRETARY WANTED Looking for a full time/part time secretary. Single girl office. Please call 917-6769107 between 8 & 10pm. HELP WANTED Upscale Retail Looking For Motivated Individual To Fill Part Time Sales Position. Well Organized, Knack & Passion For Interior Decor, Computer Profiecient. Email Resume: Estyr6@Gmail.Com JOB RESUMES Need a great work resume? Resumes are what we do! Call/text 845-554-5778 or email resumakerpro@gmail. com.

A project by Hamaspik

NEW LISTING

7 DUNN ROAD AIRMONT, NY 5 Beds

- E. RAMAPO SCHOOL DISTRICT. - MOTHER DAUGHTER LAYOUT.

3 Baths 2,170 Sqft .52 Acres

- QUIET CUL-DE-SAC. - PARK-LIKE FLAT PROPERTY. - CLOSE TO MONSEY. - CLOSE TO SHOPPING. - LOW TAXES.

$859,000

COMING SOON

13 BROOK STREET SPRING VALLEY, NY 3 Beds

- SAMI ATTACHED - 3 FINISHED FLOORS

2 Baths 1,174 Sqft Plus Basement

- BIG FLAT PROPERTY - LOW TAXES - GREAT LOCATION.

$459,000 129 LINDEN AVE

25 RIDGE AVE UNIT 207

MIDDLETOWN, NY

SPRING VALLEY, NY

Single Fam/Condo

Multi-Fam/Colonial

7 Beds

4 Beds

4 Baths

2 Baths

1,652 Sqft

3,636 Sqft

148 ORANGE TURNPIKE SLOATSBURG, NY

RENTED

59 SOUTH MEDISON AVE SPRING VALLEY, NY

Single Fam/Colonial

Single Fam/Condo

2 Beds

1,076 Sqft

1 Baths

1,401 Sqft

1 Baths

Classifieds SALES ASSOCIATE High-End Women’s Clothing Boutique looking to hire Sales Associate. Boro Park Location. Full/Part time. Please Message 516-512-3447 for more information SWIFT STAFFING is seeking to hire additional recruiters. Part-time & Flexible hours. Email your resume to Info@ SwiftStaffingGroup.com COMPUTER TECHNICIAN Heimishe office in BP seeking a full time computer technician. Please call: 718.686.3514 if no answer pls lve msg AFTERNOON SECRETARY Heimishe girls office in BP looking to hire secretary. Hours 1:00 - 6:00 PM. Call: 646-858-6496 or Email: jobinbp4322@gmail.com SECRETARY WANTED Busy real estate office. Good pay. No experience necessary. Recent grad welcome. Call 718-972-1163 Email: mprealtymgmt@gmail.com JOB OPPORTUNITY Looking for a great paying part-time job? We are looking for part-time telemarketers. Excellent communication skills. Professional and friendly. Yiddish a plus. Salary + commission. Call 848-222-8618 or email bpoffice11219@gmail.com. HELP NEEDED Looking for a full time female secretary/ bookkeeper. Email resume info@finebooksny. com

ATT LIFEGUARDS !! South Fallsburg bungalow colony seeking Female Head & Assistant Lifeguard for on grounds day camp. Great pay and loads of fun! No accommodations provided. To join our program please call 646-283-7216 SUMMER JOB Alpine Acres seeking dynamic program director and head counselors (yiddish speaking.) Email resume to aadaycamp@gmail.com. For serious inquiries call 917-4740014. HELP WANTED BP Bookkeeping Office seeking full time account managers. Great environment, multi-girl office. We will train. Email resume to team@ringelco. com HELP WANTED Seeking help to accompany elderly man to boro park shul & to appointments. Please call 718-435-0680. Leave message CASE MANAGER Looking to hire a F/T Case Manager for our behavioral health practice at our Brooklyn location. Pleasant staff & grt opportunity for growth. Pls email resume to Info@levelaheadaba.com EXECUTIVE ASSISTANT Brooklyn office is seeking an executive assistant. Must have basic computer skills. Excel is a plus. Great opportunity with room for growth! Generous pay. Please send in resume to careers@ rqrsolutions.com

SPECIAL OPPORTUNITY TO EARN MONEY Tzedakah organization seeking a qualified person to solicit hostesses to make fundraising house parties. Please call: 917 623-8696 or 718 438-9355 172

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

GRAPHIC DESIGNER F/T BP office seeking Graphic Designer. Must be responsible, computer savvy, detail oriented. Experience in Photoshop required. Email resume/portfolio photoshopjob123@gmail.com HELP WANTED Looking to hire short term female workers for a busy seasonal pop up shop f/t or p/t need to be patient & hard working call or text 347-4163778 JOB OPPORTUNITY Para female, in a chassidishe boys pre-school, Yiddish speaking a must. Great opportunity for the right person. Call: 718-686-5500 ext 800 SECRETARY Cheder in BP seeks full time secretary. Efficient, communication skills and have ability to multi task, basic comp skills. Yeshivasecretary1@gmail. com DIRECT SUPPORT PROFESSIONAL HCS is seeking a dynamic, energetic married couple to work as Direct Support Professionals over Shabbos in a beautiful group home in Boro Park, for highly independent Ladies. Competitive pay. Please contact 347-598-3127. Please forward resume to s.eckstein@hcsny.org GIRLS IN VIDEO Group of teenage girls to be in a video that will go public. Call 347.742.4881

CARE MANAGEMENT SUPERVISOR HCS is seeking a full time Care Management Supervisor who will assist with building a Health Home Care Management Program from the ground up by hiring, onboarding, training staff and supervising hired staff as the team grows. This position includes hiring and supporting care managers, screening patients for the program, enrolling patients in the program, and carrying a small caseload of patients when necessary. Excellent pay and benefit package. Please forward resume to jobs@hcsny.org DIRECT SUPPORT PROFESSIONAL HCS is in need of a Direct Support Professional to work in a residence for adults with developmental disabilities in Flatbush, to assist the individuals in their afternoon routine. 2:30 PM10-PM Monday – Thursday. The ability to read and write English is a must. Driver’s license a plus. Please forward resume to jobs@ hcsny.org HAMASPIK BOOKKEEPING DEPARTMENT Open Positions: 1)Insurance Billing -Bill claims, troubleshoot denials, reconcile payments. 2) Accounts Receivable Billing -Bill State & Medicaid, troubleshoot denials, reconcile payments. 3) Accounts Payable -Process & post payable invoice & payments. Competitive pay & Benefits. Great Environment. Email Resume: HR@ Hamaspikkings.org

‫פאר א געשמאקע שבת אין די‬

‫האדסאן וואלי ריזארט‬ Kerhonkson, NY

Family reunion, couples, individuals, shabaton’s, orgnizations, yeshiva’s

Huge indoor game and toy room for kids. 845.459.3899 | hudsongetaways@gmail.com

Indoor blow up jumping balloons

HIRING WORKERS Capable, compassionate workers needed In school and after school hours positions available, Brooklyn, Queens and Staten Island. Work one on one with children and families with challenging home situations. Well paid. High school diploma required. Bachelors degree a bonus. Contact Go Forward Services at 718-878-6624 x104 or email mhelfgott@ goforwardservices.net DIRECT SUPPORT PROFESSIONAL HCS is seeking energetic men to work as Shabbos staff with developmentally disabled men in our Flatbush residences. The ability to read and write English is a must. Please forward all resumes to Jobs@hcsny.org RESIDENCE ASSISTANT MANAGER Seeking a male to assist in managing a residence for developmentally disabled individuals. Responsibilities include: Administrative duties, ensuring the residence runs smoothly, being a role model for individuals and staff. Candidate should be well organized and have great time management skills. Driving and computer skills a must.Please forward resume to jobs@hcsny.org CARE MANAGER Join a team that inspires growth day after day, become a Care Manager. Part time/ full time positions available. Competitive compensation, full benefits package. BA required. Please forward resume to jobs@hcsny.org JOB OPPORTUNITY Seeking: a female worker for a high functioning 15 y/o female in Boro Park , after school hours on weekdays . Hours are flexible. Great pay! Please call: 718-854-2747 Ext 1247. Refer to job ID 6007

COMHAB/RESPITE COORDINATORS Looking for a full time, responsible and organized persons with excellent communication and computer skills to work with parents, workers and care managers. Responsibilities include coordinating services, recordkeeping and collaborating with a team. Please forward resume to jobs@hcsny.org JOB OPPORTUNITY Seeking: a male worker for a high functioning 24 y/o in Boro Park 5pm and afterwards. Hours are flexible. Great pay! Please call: 718-854-2747 Ext 1247. Refer to job ID 6002 JOB OPPORTUNITY Seeking: a female worker for a high functioning 19 y/o female in Boro Park Sundays 12-6pm , Shabbos and evenings. Hours are flexible. Great pay! Please call: 718854-2747 Ext 1247. Refer to job ID 6003 JOB OPPORTUNITY Seeking: a female worker for a high functioning 17 y/o female in Boro Park 2 days a week from 4pm and onward. Hours are flexible. Great pay! Please call: 718-854-2747 Ext 1247. Refer to job ID 6004 RESPITE WORKER Seeking a respite worker for a 9-year-old boy with ASD. Someone in the music field a plus. Call 718-387-8400 Ext. 241 or email ldeutsch@ hamaspikkings.org JOB OPPORTUNITY Seeking: A middle age female who is kind, caring and detail oriented to work with a 15 y/o low functioning female in the Boro Park area 2 hours on Friday afternoons and 2 hours on Shabbos afternoons. Hours are flexible. Great pay! Please call: 718-854-2747 Ext 1108. Refer to job ID 1243

Positions In Brooklyn And The Surrounding Areas COO Ecommerce $125k-$150k+ Commission Brooklyn Licensed Architect $120k-$150k Brooklyn, NY Ecommerce Account Manager $100k-$150k Brooklyn, NY Sr Graphic Designer $100k-$150k Brooklyn, NY Operations Manager $80k-$100k Brooklyn, NY Wholesale Division Manager $80k-$100k Brooklyn, NY Yardi Support Specialist $90k Remote Expediting Project Manager $50k-$80k Brooklyn Architectural Drafter $50k-$80k Brooklyn Eye wear Store Salesman $70k Brooklyn, NY Architect $50k-$60k Brooklyn Evening Manager (Supermarket) $62k Brooklyn NY Secretary $40k Brooklyn, NY

Email: Henchy@ SwiftStaffingGroup.com General Contractor $150k-$200k Brooklyn Physicians Assistant $145k-$175k Brooklyn, NY Family Nurse Practitioner $140k-$180k Brooklyn, Sales Manager( Healthcare) $120k+ NY Travel Director Of Nursing $110k-$140k Brooklyn, NY Marketing Director $100k-$130k Brooklyn, NY Project Manager $100k-$120k Brooklyn Office Manager $80k-$100k Brooklyn, NY Medical Billing Manager $65k-$85k Brooklyn Medical Billing Specialist (HMO) $60k-$90k Staten Island

Email: Yisroel@ SwiftStaffingGroup.com Human Resources Manager $130K Brooklyn CPA $100k Brooklyn Controller $100k Brooklyn Tax Accountant $100k Brooklyn Creative Director $100k Brooklyn, NY Tax Controversy Sr $80k-$100k Brooklyn Assistant Controller $80k-$100k Brooklyn, NY Bookkeeper $65k-$85k Brooklyn, NY Executive Assistant $75k Brooklyn,NY Operations Manager $50-75K Brooklyn, NY Amazon Buyer $75k-$80k Brooklyn, NY Website Manager $50k-$75k Brooklyn, NY

Email Peri@ swiftstaffinggroup.com R&D Tax Specialist $100k-$120k Brooklyn, NY Sr Graphic Designer $75k-$125 Brooklyn, NY P&C Insurance Accounts Executive $85k Brooklyn, NY Storefront Salesman $55k-$75k Brooklyn, NY P&C Insurance Underwriter $50k-$65k Brooklyn, NY Social Media Marketing/Sales $52k Brooklyn E-Commerce product listing Manager

Secretary $55k Brooklyn, NY F/T Secrertary $50k+ Benefits Brooklyn, NY HR Coordinator $50k Brooklyn, NY Intake Coordinator $50k Brooklyn, NY Email: Malky@ Loan Processor SwiftStaffingGroup.com $50k + Bonuses Brooklyn, NY Regional Project Manager Bookkeeper (Construction) $45k-$50k Brooklyn, NY $150k Brooklyn, NY Insurance Billing Specialist Office Manager (Appraisal) $50k Brooklyn, NY $150k Brooklyn, NY Accounts Recieveable/ Billing Financial Controller $50k Brooklyn, NY $100k-$175k Brooklyn, NY Accounts Payable Asset Manager $50k Brooklyn, NY $100k Traveling Required Service Coordinator SR Graphic Designer $50k Brooklyn, NY $100k+ Brooklyn, NY IT Help Desk Construction Project Manager $50k Brooklyn $75k-$100k Brooklyn, NY Construction Project Manager Nursing Amazon Office Secretary $50k Brooklyn, NY Home Groupnd Ups $90k-$100k Brooklyn, NY HCBS Service Coordinator $40k-$58k Brooklyn, NY Environmental Analyst $75k Brooklyn, NY Coordinator $30k-$50k Brooklyn, NY Financial Advisor $75k Brooklyn, NY Compliance Supervisor Amazon Purchaser $50k-$60k Brooklyn, NY Commission Based Brooklyn, NY Customer Service Rep Account Manager (Food Industry) $40k-$50k Brooklyn, NY $50k-$55k Brooklyn, NY Software Coordinator Office Admin $40k + Benefits Brooklyn, NY $50k-$55k Brooklyn, NY Data Analyst Sales Lady $40k + Benefits Brooklyn, NY $50k + Commission Brooklyn School Secretary Content Creator/ Social Media $40k Brooklyn, NY $50k+ Brooklyn Clinical ABA Director Email: EstyR@ BOE Brooklyn, NY $52k Brooklyn, NY Storefront/ Salesman $55k-$75k Brooklyn P&C Insurance Underwriter $50k-$65k Brooklyn Bookkeeper $40k Brooklyn

SwiftStaffingGroup.com

BCBA $200k Brooklyn, NY COO For Daycare Center $200k Bronx, NY Amazon Account Manager $150k Brooklyn, NY Director Of Operations $150k Brooklyn, NY Accounts Recievable Supervisor $130k Brooklyn, NY Director Of Special Ed Services $100k Brooklyn,NY HR Manager $100k+ Brooklyn, NY Program Director $80k-$100k Brooklyn, NY Sr. Interior Designer $75k-$100k Inwood, NY Project Designer $75k-$100k Inwood, NY Financial Coordinator $80k+ Brooklyn, NY Graphic Designer $75k Brooklyn, NY Office Manager 475k Brooklyn, NY Store Manager $70k Brooklyn, NY ABA Case Manager $75k Brooklyn, NY Special Ed Curriculum Advisor $60k-$100k Broooklyn, NY Talent Acquisition Manager $80k Brooklyn, NY LCSW $75k+ Brooklyn, NY Assistnat To CFO $65k Brooklyn, NY Bookkeeper $65k Brooklyn, NY DOE Service Coordinator $60k+ Brooklyn, NY Program Director $60k Brooklyn, NY Healthfood Store Manager $60k Brooklyn, NY Closing Coordinator $55k Brooklyn, NY

Email: Libby@ SwiftStaffingGroup.com CFO $150k Brooklyn, NY Secretary/ Trucking Broker $70k+ Brooklyn, NY PPC Expert $60k+ Brooklyn, NY Bookkeeper $40k Brooklyn, NY Bookkeeper $30k+ Brooklyn, NY Salesman Salary + Commissoin Brooklyn, NY Interior Designer Pay Based On Experience Brooklyn, NY

Email: Esther@ SwiftStaffingGroup.com Care Manager Supervisor $100k-$130k Brooklyn, NY Software Design Developer $80k+ Brooklyn, NY Software LAnguage Developer $80k+ Brooklyn, NY Sales Manager $50k-$90k Brooklyn, NY Bookkeeper $65k+ Brooklyn, NY Secretary $50k Brooklyn, NY Bookkeeper $45k+ Flatbush Billing Secrertary $45k+ Brooklyn, NY

Email: BailaG@ SwiftStaffingGroup.com Buyer $60k-$80k Brooklyn, NY Ebay Expert $75k+ Brooklyn Sales Rep. (Assisted Living) $60k+ Commision Long Island Sales Rep (Assisted Living) $60k+ Commission Staten Island Amazon Office Secretary $45k-$55k Brookyn

Email: RickyR@ SwiftStaffingGroup.com

For a full list of open positions

Email: Info@SwiftStaffingGroup.com Call/text/whats app: 732-800-7633

February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

173

Classifieds F/T SECRETARY Heimishe BP office seeking a F/T secretary. resp girl w/ good comm skills, organized, motivated. Email resume to bpnewjob@gmail.com JOB OPPORTUNITY Seeking: a male worker for a high functioning 23 y/o male in Boro Park, From 8-9 pm daily and 1-2 on Friday. Hours are flexible. Great pay! Please call: 718-854-2747 Ext 1247. Refer to job ID 6001 JOB OPPORTUNITY Looking for a mature female adult to work with a high functioning 19 y/o female in the Boro Park area (mid 40’s near 16th ave). Starting between 6 and 7 pm and possibly earlier to teach how to cook outside her home. Hours are flexible. Great pay! Please call: 718-854-2747 Ext 1131. Refer to job ID 123421 FI COORDINATOR seeking a FT FI Coordinator, this position requires paying and reporting for SD services, supervise billing, develop billing forms and procedures, accept new individuals and apply for SD services, maintain service s eligibility documentation. Please forward resume to jobs@hcsny.org HIRING STAFF Hamaspik is hiring staff for a girls’ residence in Boro Park. Available hours: Sunday 9 a.m.-7 p.m., MondayThursday 9 a.m.-8 p.m. & 3-8 p.m., and night shifts. Great pay, many benefits, and very pleasant environment. Call 917-648-6251 or email ykasnett@hamaspikkings.org F/T HR COORDINATOR Seeking F/T HR Coordinator. Must be diligent, responsible, and detail oriented. Amazing work environment with great benefits for the right candidate. Email resume to HR@hamaspikkings.org

174

The Boro Park View

WORKER WANTED Comfort Health is seeking a worker to be a big sister for a sweet 15-year-old girl from Crown Heights. Call 718408-5400 ext. 419 or email cwaldner@comforthealthny. org GREAT OPPORTUNITY Hamaspik is looking for a couple to work at our girls’ or boys’ home in Boro Park on Shabbos and Yamim Tovim. Excellent pay and benefits. Great opportunity for the right candidate. Call 718387-8400 ext. 165 or email rgross@hamaspikkings.org AFTERNOON POSITION Seeking an afternoon instructor/assistant for special ed class in Heimishe girls school in BP for students with learning disabilities. . Experience a plus. Great Environment. Fax resume 718 435-4092. Email ds@ ganyisroel.org HELP WANTED Seeking a responsible, organized, and sociable person with excellent communication skills to fill a full-time position at Hamaspik’s recruitment department. Wonderful work environment with awesome benefits for the right individual. Email resume to Rweiss@hamaspikkings.org ADMINISTRATIVE ASSISTANT Seeking a FT Administrative Assistant, candidate must be computer savvy detail oriented and have great organizational and telephone skills. Please forward resume to jobs@hcsny.org HELP WANTED Looking for an adult to work with a male individual in crown heights. 1-2 hours daily. Should offer emotional, occupational (vocational) support. B/A required. Call 718-387-8400 ext. 181

February 9, 2022

www.thebpview.com · 718.408.8770

PARA WANTED Seeking a health para for a nursery kid with allergies in a cheder setting. Hours are 10-3. Call 718-387-8400 ext. 245 or email jobs@ hamaspikkings.org.

EDITH AVE. X Natural skin care products. Call/text 718-812-6307 EAR INFECTIONS Get rid easily 718-851-5156

P3 PROVIDER Looking for a P3 provider for a young teen every day from 2:00 – 3:30. Please call 718387-8400 Ext. 245 or email jobs@comforthealthny.org

SARNO COACH Experiencing chronic pain/ symptoms? There is a way out! Heal based on the Sarno method! Call Binah Schiff RDCS, Mind Body Educator and Coach 917-446-5360

GREAT OPPORTUNITY Achievers program in Williamsburg is looking for experienced Sunday counselors. Great pay, fun environment. Call 718 302 3333 ext. 5265

MUSIC LESSONS Private, quality music (piano/ keyboard) lessons for women and girls by experienced music teacher. Free trial. 646-509-4954.

BABYSITTING BABYSITTER available evenings, nights and weekends. call 3479326524 BABYSITTER AVAIL late night at your home; very experienced, responsible.. refs avail. More info call/txt/ WhatsApp (347) 816-6406. BABYSITTER Experienced, warm, loving Babysitter currently located 15/52. 929-272-5483 BABYSITTING Toddler group. Heimishe, experienced. Yiddish speaking. 14 & 44 st. 646.721.6784. PLAYGROUP TEACHER Looking for playgroup teacher, full time. Heimishe playgroup. Call 929-409-0581

SERVICES SKIN CARE We can guide you to the right product for your skin. call 929- 367-8040 lv msg

‫סדר הבית ערב פסח‬ TELECOURSE ‫פאר א רוהיגע ערב פסח ווי‬ ‫ קיינמאל פריער! די‬course ‫הייבט‬ ‫’זיך אן פורים קטן יד’ אדר א‬ Automated Registration 845666-4663 MUSICAL MOMENTS New in BP. Give your daughter the gift of music! Have her master the keyboard and play in confidence. References available 845-502-4170 RECORDING STUDIO High quality equipment, student-friendly atmosphere. Schedule your session today: 347-486-2843 themusichut2843@gmail. com MUSIC PLAYBACK Customized Music track / Playback. Experienced. High quality. All genres. Demo Available. (School projects our specialty). 718-513-7828 Email-Tracktoplay@gmail. com CAMP/SCHOOL SONGS (Yiddish / English) Wedding / production songs, poems, professional writing services. Overnight service upon request. 929-214-8827

MILESTONE Select

Recruiting Group

MUSIC RECORDINGS Professional music recordings for all your needs. Discount available for schools. 646 509 4954. GARTLECH we fix knitted & crochet Gartlech & make beautiful fringes. We also teach how to knit & crochet. 917-414-3281 EAR PIERCING/ BABY ACCESSORIES Located off 13th Ave. House calls & evening apts available. Call/Text 718-607-9812 GARTEL FRINGES We make professional gartel fringes and mend gartelach. Same day service. In the heart of BP. (347) 693-4920 or (718)435-7644 RESUME WRITER Applying for a job? Get your resume done by an expert for best results. Call 917-687-1198 AYIN HORAH Rebetzin Aidel Miller from Yerushalayim now available to remove “Ayin Horah” over the phone. 718.689.1902/ 516.300.1490 PROTEIN SHAKE #1 rated nutritious meal replacement made with aminotein for best digestion. Choice of chocolate\vanilla flavor. Call 718-851-5156 SERENITY SOLUTIONS organize your home & life. Call Chana Malky 718-8095963 WOOD REPAIR Cool Revamping. All Wood Refurbished, Repaired. ‘2021 Facelft. Competitive Pricing. Txt 212 991 8548. CHILDBIRTH CLASSES New series beginning Feb iyh. Providing info, exercise, halacha and emotional support. Call/text Lamaze with Henny 347-871-2955

LIGHT ALTERATIONS Please Call: 718.450.4700

a SMPRNY company

DRIVER AVAILABLE Driver with many years exp. available to do long distance trips with brand new minivan. Reasonable rates. 917.405.8469

TAKE YOUR WORK EXPERIENCE TO THE NEXT LEVEL!

PHOTO ALBUMS Custom photo books, weddings, engagements, Chosson/Baby, Upsherin, etc. Also professional photo editing. 347.563.5153

Connect with our team today. Send your resume to

HANDYMAN Experienced & Reliable handyman Small jobs our specialty! Plumbing, Electric, construction, Locksmith, painting, plastering. Shabbos clocks, outlets/switches, call: 347.275.5408 HALCYON HARMONY MP3 For Women/Girls: Meditation, Guided Imagery, Breathing, Brain Gym/Repatterning, Women’s Hotline 718-3056658 Call/Text 347-760-0362 PHOTOGRAPHY Children, Portraits, Family, Upsherin.Videos for any occasion, family Gatherings, Anniversaries, events, etc. 347.563.5153

jobs@milestoneselect.com 2+ years of employment required.

Experienced | Trusted | Confidential

ing services; dinat It’s not about coor pact. eal im r g n it’s about creati Join Comfort Health as an HCBS coordinator and help children acquire the services they need to gain daily living and coping skills; while ensuring their ongoing success.

SARNO COACH FOR WOMEN Learn the tools you need to be pain free. Text or call 9178303807 HANDYMAN & PAINTING Plumbing, Electric, construction, Locks, painting, plastering, Shabbos clocks, outlets/switches, 718.951.0090 CONSTRUCTION & RENOVATION Bathrooms, kitchens, closets, decks, extensions, additions, basements, all electrical, plumbing, Carpentry, lowest prices, fastest service. 718.951.0090

Requirements: Organizational Skills Communication and Interpersonal Skills No degree required

Why you’ll love it here: Seamless training process Multiple growth opportunities Fast-paced, supportive environment

Ready to make a difference? Email your resume to: Williamsburg positions: stessler@comforthealthny.org Boro Park positions: cgreenfeld@comforthealthny.org Five Towns positions: Claufer@hamaspikkings.org

February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

175

Classifieds

Pidyon Haben 646-419-0782

Warm Mist Humidifier 917-373-2079

Doona 260-366-6293

pediatric wheelchairwalker-shower seat- cast cover for shower call 7183883079 lv msg

BIG MOONWALK TO RENT Great for parties, Shabbatons or melave malkas. Call 7184351464.

FINE ART PHOTOGRAPHY specializing in family, children, upsherin and more! 845-682-2070

Twin Carriage (718) 522-3891

P3 PROVIDER Provider with 10+ years experience is available to work with your child. Please call 347-645-2155, 718- 6861655.

MOISTURIZER GUIDANCE Dry skin? We can guide you to the right moisturizer for your face. 718633-6290

Carseats, snap n go strollers, pack n play & bassinets 718-854-6829

BUGABOO SERVICE SHOP Repairs, parts, open box, floor samples, out of stock. 718-809-9707 P3 SERVICES Boys P3 after school math and literacy groups forming with EXCITING bonus activities! 10th ave 50th st. Call 347-645-2155 TEST MARKING Available to mark test papers, censor books, or other school-related tasks, etc. Call:718.435.2957 lv msg or email: askanditsdone@gmail.com SPEAKER/LECTURER Hamodia columnist and inspirational speaker Rabbi Yosef Gesser is available to speak for your group. Riveting, timely topics. 718690-1534, ygesser@gmail.com. PAINT PARTIES Mid winter break, Get togethers, All occasions. At your house or by us. Call 646-874-4294 SHIDDUCH RESUME Need help writing and/ or editing your shidduch resume? Reach out to (718) 207-8137. Fast and excellent service. GRAPHICS Engagements, Weddings, Baby/ Chusson etc. We also do professional photo editing. 347.768.0635 (Leave message) or email: dreamdesignbyleah@gmail.com BASSINETS RENTALS Rent Black Bugabee6 Bassinets. now special: $75 for 90 days 718-809-9707 RESUME SERVICE Get your professional resume for only $99. Email: resumeitny@gmail. com Call, Text or WhatsApp: 347391-0422

176

GEMACHIM

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

POWERPOINT LECTURE On visiting kivrei tzaddikim by Hamodia’s “Monuments” columnist Rabbi Yosef Gesser. Halachos, minhagim, fascinating stories. ygesser@gmail.com, 718-690-1534. B JEWELED Winter sale going on now. Costume and sterling silver jewelry. Accessories and handbags. Call text 718-812-6307. VACATION Sunscreen And Active Aloe Vera for after burns 929-367-8040 lv msg STUDIO PHOTOGRAPHY Beautiful upshern and family portraits. very well priced. call 347 628 5619 PROFESSIONAL PHOTOGRAPHER Specializing in family and newborn. Located in the heart of Boro park.347-4719191

ODDS & ENDS KALLAH SHOPPING LIST to make shopping easier and calmer Call / txt 347-534-6184 DONATE VEHICLE Donate any vehicle, get $2,400 gift for shopping and $1,500 tax deduction. 718-974-9428 YESHUAH ‫ נרות לכבוד התניא ר’ מתיא בן‬18 ‫הדלקתי‬ ‫ פעמים פרק פט’ וראיתי‬18 ‫חרש ואמרתי‬ ‫ישועה גדולה‬

GOWNS CHILDREN’S GOWNS Brand new children’s gowns, multiple sizes available for rent. Please call 917-652-2946

Neocate Formula 347-977-7940

Baby Scale (Wmsbg) text 347-675-9509 New ladies clothing 646-904-1247

buy/sell Neocate/ baby formula 347.369.4886

Lighting 9292762404

Chocolate molds BP 718-972-4768. Williamsburg 718-522-3445

Simcha Caps 718-633-1084

Bris Accessories 347- 244- 2065 Baby carriers 718-809-9707 Baby earbands 347 409 9479 Bris Accessories 718-435-0664 Kallah Cape 718 - 633 - 8261 Bridal Shoe Gemach 917-936-8997 KALLAH ACCESSORIES BP. 718-551-8714 Tehillim for Cholim www. tehillimonklaftefilah. org

Simcha Décor 917 -536-1742

Bechers, Challah cover, Benchers 1718 854 1760 Laminated chuppah cards call 718807-8932 lv msg Boys Simcha Wear sizes 9m-7 347.462.4596 Sundays 2:30-5 Kallah/Mechteniste Capes Wsbg 718-300-9894/ BP 917-683-5557 Simcha basket 718-614-7274 Donate clothing 718-974-9428 Chuppah Cards 718-435-4246

Shoes & Crowns BP 718-972-4768.

Chuppah Cards Lv msg/text: 347-885-5114

Luzy’s cuddles & cradles. text (BP) 917-538-8500

Chairs & Tables 347-452-9554 or 347-452-0554

Luzy’s cuddles & cradles. text (Willi) 929-275-1820

Folding beds 405-345-6831

Pack n plays 718-851-1017 Twin Clothing (newborn-3) 347-7427189/718-972-0765

Moving boxes 929-271-6021 Music and sound equipment 929-364-9765

Reflector Belts 718-853-4966

LEV SIMCHA music group/Visits 8456082676

Communication Class 347-753-1071.

Glass table decor 718-854-3017

Dr Sarno Books 347-461-7330

Clothing, Shoes, linens (347) 816-6406

Mezuzos (718)666-7222

Power Tools Call/ Text: 718-813-3479

Medical Catheters and other equipment 7184353441

Invitations emailed for free 646-450-4608

‫בס"ד‬

Are you responsible, dedicated, and energized? You are the ideal candidate to join our outstanding team.

Position available: Account managers.

Email resume to team@ringelco.com

Looking for an experienced residential loan processor Great pay and potential for growth Please email resume to:

FINANCIAL MANAGEMENT

world, in the Make a diference our life. ay in y d a And never work

info@capitalplusres.com Do you have a passion for helping people?

GOWNS FOR SALE Designer Black Mother of the Bride Gown Size 8. Little Girls hunter green velvet gown size 8-10. 917-548-5551 GOWNS FOR RENT *magnificent black forster gown size 10/12 *beautiful black maternity gown size med/lrg. Call or text 6469650870

LOST

leather gloves in keser reizel 12/22/22. 718. 486. 6216

FOUND ladies black hat with gold ring/circle December 8, on 46st. b/w 13 & 14 ave. 929271-6385 drone on rooftop on 18 and 53rd. around a month ago. Call 718-234-2000 men’s scarf at Rabinowitz Shiva 3479889509

Please check if you Exchanged ladies fur coat at Chasunah in Monsey in February. 845-425-1203/646599-3086

belt fm boys wool shabbos coat in front of paye shul on marcy ave. 718. 486. 6216

Diamond earring in Wmsbg on shabbos Mishpotim 347585-3302

shabbos gartel in bag in a church car service tuesday Feb. 1. 917 618 1470

SD card on 14/54 347-3883976

For making a difference in the lives of children and their families? Join Comfort Health as a care manager for children that have mental, emotional, or behavioral health challenges. Bachelors Required Male and female positions available

Why you’ll love it here: Warm and professional enviroment Individualized supervision Flexible work hours Supportive team

Open positions in our Williamsburg location Ready to make a difference?

Join our Male team: email: jdrummer@comforthealthny.org Call: 718-408-5400 ext 442 Join our Female team: email: rperlstein@comforthealthny.org Call: 718-408-5400 ext 493

February 9, 2022

The Boro Park View

www.thebpview.com · 718.408.8770

177

‫‪PHOTO CREDIT: JDN‬‬

‫דינער לטובת מסודות סקווירא — בארא פארק‬

‫האדמו"ר מקאסוב במנוחה בנארט מיאמי‬

‫דינער לטובת תלמוד תורה בני ציון ד'באבוב‬

‫‪The Boro Park View‬‬

‫‪178‬‬

‫ערנסט גערעדט‬ ‫לינדען‪ ,‬ניו דזשערסי‬ ‫פעלט דען טאקע אויס‬ ‫א וועד אינעם שטאט?‬

‫לינדען און אירע ארומיגע געגנטער האבן זיך ארויסגעשטעלט צו זיין איינס פון די‬ ‫שענסטע אידישע ישובים איבער אמעריקע‪ ,‬מיט צוגענגליכע פרייזן‪ ,‬וועלכע ערלויבן‬ ‫אפילו דעם פשוט'ן ארבייטער‪ ,‬שנה ראשונה אינגערמאן און בן תורה‪ ,‬צו קויפן אן‬ ‫אייגענעם רחבות'דיגן הויז‪ .‬דאס צו פארדאנקען איז דער פאקט אז עס איז פארהאן א‬ ‫וועד וועלכע העלפט מענטשן קויפן הייזער‪ ,‬און מאכט זיכער אז דער קונה באקומט‬ ‫די בעסטע הויז פאר'ן בעסטן פרייז‪ .‬צומאל ברענגט דאס אומאנגענעמליכקייטן‪,‬‬ ‫אבער אינעם גרויסן בילד ברענגט דאס א תועלת פאר דיר זעלבסט‪.‬‬

‫‪ 316‬משפחות‬

‫‪ 19‬נייע הייזער אין קאנטראקט אינעם לעצטן חודש‬

‫‪ 1‬נייע ביהמ"ד אין קאנטראקט‬

‫טא‬

‫טאט!‬ ‫ש‬

‫‪Application@IchudLinden.com‬‬

‫א‬

‫‪908.292.3888‬‬

‫צוזאמענארבעט‬ ‫פון‬

‫די איינציגסטע‬ ‫און בעסטע וועג‬ ‫צו קויפן א הויז‬ ‫אין לינדען‬

‫מאכט זיכער צו קויפן דורכ'ן‬ ‫איחוד העיר‪ ,‬כדי צו קענען‬ ‫געניסן פון מוסדות התורה‬ ‫און טראנסטפארטאציע‬ ‫סערוויסעס‪ .‬טוט פאר אייך‪,‬‬ ‫טוט פאר'ן שטאט!‬

‫סוד‬ ‫דער טער‬ ‫אונ נדען‬ ‫לי‬

‫לק!‬

‫ל ישראל‪ ,‬בו‬ ‫י‬ ‫ע‬ ‫כל‬ ‫טא‬

‫ח‬

‫‪PHOTO CREDIT: JDN‬‬

‫האדמו"ר מטאהש בביקור בארה"ק‬

‫האדמו"ר מתולדות צבי ספינקא מוצש"ק בבארא פארק‬

‫‪The Boro Park View‬‬

‫‪180‬‬

New from

INSPIRING JEWS ... ONE BOOK AT A TIME

“This book is changing the way we deal with shidduchim!”

Daughters of 14 leaders reminisce about their fathers and mothers

NEW!

by Estie Florans

by Naftali Weinberger

Inspiring stories, uplifting chizuk, and practical advice on shidduchim INCLUDES SELECTED TEFILLOS

Featuring over 250 unpublished Hebrew teshuvos from Rav Chaim about shidduchim, with English summaries.

NEW!

Volume 6

rom Their Daughters’ Hearts, Volume 2, by Estie Florans, is a collection of interviews with the daughters of 14 luminaries. The interviews contain fascinating, and often unknown, biographical information, but there is so much more: vignettes of those family moments that biographers seldom capture, warm and human and funny and poignant, inspiring and relatable messages transmitted from a caring parent to his/her dear daughter, and now warmly shared with you.

ALSO AVAILABLE IN THIS SERIES

“The Best Living Emunah Book Yet!” by Rabbi David Ashear

Available at your local Hebrew bookseller or at www.artscroll.com • 1-800-MESORAH (637-6724)

‫‪PHOTO CREDIT: JDN‬‬

‫כינוס אדיר במלוכה לקראת המגבית לטובת בנין ת"ת החדש בעלזא בבארא פארק‬

‫הרה"ג ר' שלום לאנדא אב"ד בד"ץ איגוד רבנים מאנטשעסטער באזוכט אין ניו יארק‬

‫‪The Boro Park View‬‬

‫‪182‬‬

‫‪PHOTO CREDIT: JDN‬‬

‫הערליכער מעמד 'תתחדש' שע"י רופא חולים ‪RCCS‬‬

‫כינוס לבחורי הישיבה בית הלוי‬

‫הרב שלום רוקח נכד האדמו"ר מבעלזא בביקור בתלמוד תורה החדש בעלזא בבארא פארק‬

‫‪The Boro Park View‬‬

‫‪184‬‬

‫כוס‬ ‫כוס‬ ‫‪﬩‬‬ ‫‪﬩‬נחומין‬ ‫‪﬩‬נחומין‬ ‫בס“ד‬

‫בס“ד‬

‫היושבים בעמק הבכא בפטירת אמם האשה החשובה והצנועה המפורסמת‬ ‫יחד עם כל בית ישראל‪ ,‬שולחים אנו את תנחומינו הכנים אל מעלת כבוד ידידינו‬ ‫וטובלמען‬ ‫אשכולותחסדים‬ ‫אישגמילת‬ ‫פעלים‪ ,‬של‬ ‫חטיבה אחת‬ ‫הטובים‪,‬רבאשכל ימיה‬ ‫במעשיה‬ ‫הלב‪,‬‬ ‫היתהחי ורב‬ ‫ויקירא‪ ,‬איש‬ ‫האי גברא‬ ‫היקר‪,‬‬ ‫ימים ולילות עושה חסד לזולתו‪ ,‬הוד והדר פעלו וצדקתו‪ ,‬עוזר דלים בעת צרה‪,‬‬ ‫ידידינו‬ ‫כבוד‬ ‫במצוותיומעלת‬ ‫הכנים אל‬ ‫תנחומינו‬ ‫אנו את‬ ‫ישראל‪,‬‬ ‫בית‬ ‫בסיועכל‬ ‫יחד עם‬ ‫צדקתה‬ ‫בשערים‬ ‫נודע‬ ‫חלציה‪,‬‬ ‫קודמתיוצאי‬ ‫לכל‬ ‫שולחיםאת זה‬ ‫והעבירה‬ ‫‪,‬הזולת‪,‬‬ ‫זה‬ ‫מאוד כי‬ ‫חפץ‬ ‫לחכמתו‪,‬‬ ‫יראתו‬ ‫צדקה‪,‬‬ ‫באורח‬ ‫ועזרה‪,‬‬

‫היקר‪ ,‬האי גברא רבא ויקירא‪ ,‬איש חי ורב פעלים‪ ,‬איש אשכולות וטוב הלב‪,‬‬ ‫ימים ולילות עושה חסד לזולתו‪ ,‬הוד והדר פעלו וצדקתו‪ ,‬עוזר דלים בעת צרה‪,‬‬ ‫בסיוע ועזרה‪ ,‬באורח צדקה‪ ,‬יראתו קודמת לחכמתו‪ ,‬במצוותיו חפץ מאוד כי זה‬ ‫כל מגמתו‪ ,‬מעשיו הטובים לזר זהב הם לעומתו‪ ,‬ויהי ידיו אמונה לעשות הישר‬ ‫והטוב בכל עסקיו‪ ,‬נאמן הוא בכל מעשיו ודרכיו‪ ,‬סבר פנים יפות מראה לכל אחד‬ ‫ואחד‪ ,‬פאר המעלות ונועם המדות‪ ,‬רב תבונות ואיש חמודות‪ ,‬חנו מוטל על כל‬ ‫הבריות‪ ,‬משובח ומפואר בכל פיפיות‪ ,‬דורשין אותו לשבח ולתהלה בכל עבר‬ ‫ופינה‪ ,‬תהלתו בקהל חסידים ברנה‪ ,‬שמו מפארים‪ ,‬בהילולים ותוארים‪ ,‬משליך‬ ‫יסורים‬ ‫במסירותאחרי‬ ‫נשמתהמנגדליוצרה‬ ‫ארוכהבנישלישראל‪,‬‬ ‫תקופה אחינו‬ ‫עצומה למען‬ ‫אשר השיבה עצמו‬ ‫ה"ה‬

‫כל מגמתו‪ ,‬מעשיו הטובים לזר זהב הם לעומתו‪ ,‬ויהי ידיו אמונה לעשות הישר‬ ‫והטוב בכל עסקיו‪ ,‬נאמן הוא בכל מעשיו ודרכיו‪ ,‬סבר פנים יפות מראה לכל אחד‬ ‫ואחד‪ ,‬פאר המעלות ונועם המדות‪ ,‬רב תבונות ואיש חמודות‪ ,‬חנו מוטל על כל‬ ‫הבריות‪ ,‬משובח ומפואר בכל פיפיות‪ ,‬דורשין אותו לשבח ולתהלה בכל עבר‬ ‫ופינה‪ ,‬תהלתו בקהל חסידים ברנה‪ ,‬שמו מפארים‪ ,‬בהילולים ותוארים‪ ,‬משליך‬ ‫עצמו מנגד במסירות עצומה למען אחינו בני ישראל‪ ,‬ה"ה‬

‫מרת מרים‬ ‫מוה“ררבי מנחם יוסף ע"ה‬ ‫בת‬ ‫טהורה‬ ‫קשים ומרים שקבלה באהבה ובשמחה ובאמונההי“ו‬

‫‪Chief of Staff Hamaspik of Kings County‬‬

‫והננו בזה להביע תנחומינו בכאב גדולה‪ ,‬אל מול כבוד ידידינו הנכבד‪ ,‬וכל‬ ‫המשפחה הנכבדה תקחו נא את תנחומי רעים אהובים‪ ,‬המקום ינחם אתכם‬ ‫שמחה‬ ‫בתוך שאר אבלי ציון וירושלים‪ ,‬ולא יוסיפו לדאבה עוד לעולם‪ ,‬ואך‬ ‫היושבים בעמק הבכא בפטירת אמם האשה החשובה והצנועה המפורסמת‬ ‫למען‬ ‫חסדים‬ ‫גמילת‬ ‫אשראחת‬ ‫חטיבה‬ ‫הטובים‪ ,‬שכל‬ ‫דקדושה‬ ‫רוב נחת‬ ‫לכם‪,‬שללרוות‬ ‫היתה לכל‬ ‫ימיה שלום‬ ‫באהליכם‪ ,‬ויהי‬ ‫במעשיהישמע‬ ‫וששון‬ ‫‪,‬הזולת‪ ,‬והעבירה את זה לכל יוצאי חלציה‪ ,‬נודע בשערים צדקתה‬ ‫במעון זבוליכם‪ ,‬מתוך נחת והרחבת הדעת עוד רבות בשנים‪ ,‬ובמהרה נזכה‬ ‫‪.‬לציון נעלה ברננים‬

‫וכל המשפחה החשובה שיחי‘‬

‫מוה“ר‬

‫מרת מרים‬ ‫בת רבי מנחם יוסף ע"ה‬

‫ווערטהיימערו‬ ‫הערשל הי“‬

‫אשר השיבה נשמתה ליוצרה אחרי תקופה ארוכה של יסורים‬ ‫בצערכם‬ ‫המשתתפים טהורה‬ ‫קשים ומרים שקבלה באהבה ובשמחה ובאמונה‬ ‫והננו בזה להביע תנחומינו בכאב גדולה‪ ,‬אל מול כבוד ידידינו הנכבד‪ ,‬וכל‬ ‫המשפחה הנכבדה תקחו נא את תנחומי רעים אהובים‪ ,‬המקום ינחם אתכם‬ ‫בתוך שאר אבלי ציון וירושלים‪ ,‬ולא יוסיפו לדאבה עוד לעולם‪ ,‬ואך שמחה‬ ‫וששון ישמע באהליכם‪ ,‬ויהי שלום לכל אשר לכם‪ ,‬לרוות רוב נחת דקדושה‬ ‫במעון זבוליכם‪ ,‬מתוך נחת והרחבת הדעת עוד רבות בשנים‪ ,‬ובמהרה נזכה‬ ‫‪.‬לציון נעלה ברננים‬

‫קאונטי‬ ‫ופועלי המספיק‬ ‫‪ of Kings County‬בשם כל צוות‬ ‫‪Staff‬אוו‪of‬קינגס‪Chief‬‬ ‫‪Hamaspik‬‬

‫וכל המשפחה החשובה שיחי‘‬

‫המשתתפים בצערכם‬

‫הערשל ווערטהיימער‬

‫בשם כל צוות ופועלי המספיק אוו קינגס קאונטי‬

‫היושבים בעמק הבכא בפטירת אמם האשה החשובה והצנועה המפורסמת‬ ‫במעשיה הטובים‪ ,‬שכל ימיה היתה חטיבה אחת של גמילת חסדים למען‬ ‫‪,‬הזולת‪ ,‬והעבירה את זה לכל יוצאי חלציה‪ ,‬נודע בשערים צדקתה‬

‫‪PHOTO CREDIT: JDN‬‬

‫שמחת החתונה בבית וויזניץ ‪ -‬ספינקא ‪ -‬תפארת אליעזר ‪ -‬סיגעיט‬

‫‪The Boro Park View‬‬

‫‪186‬‬

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‫סיום משניות השנתית ע"י הארגון חסד של אמת‬

‫‪The Boro Park View‬‬

‫‪188‬‬

‫‪PHOTO CREDIT: JDN‬‬

‫שמחת השבע ברכות לנכד האדמו"ר מספינקא ע"י כולל ספינקא‬

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‫בארא פארק‬ ‫‪718.757.4197‬‬ ‫‪4502 13th Ave #308‬‬

‫מאנסי‬ ‫‪845.425.0453‬‬ ‫‪17 Main Street #310‬‬

‫‪The Boro Park View‬‬

‫‪190‬‬

‫בס"ד‬

‫כמעט א יאר צוריק‪,‬ארום די טעג‬ ‫פון כ‘‘א אדר תשפ‘‘א אונמיטן די‬ ‫העפטיגע ‘‘קאראנע עפאכע‘‘ ווען‬ ‫די גאנצע וועלט איז מער ווייניגער‬ ‫געשלאסן פאר רייזענדע‪,‬לאזן זיך‬ ‫ארויס א גרופע יונגעלייט חברים‬ ‫פון ישיבה‪ ,‬קיין פוילן ליזענסק צום‬ ‫ציון קודש הקדשים פונעם הייליגן‬ ‫ר"ר מיילעך זי‘‘ע‪,‬וואס האט זיי‬ ‫באוויגען אונטערצונעמען אזא‬ ‫שווערע נסיעה ?‬

‫·געז‬ ‫ונ‬

‫פועלן פאר כלל ישראל‬ ‫ביים ציון פון די הייליגע‬ ‫ר' אלימלך זיע"א‬ ‫צום יארצייט כ“א אדר א'‬

‫שיקט מיט אייערע נעמען און פערזענליכע בקשות‬ ‫און ווערט געהאלפען מיט באלדיגע ישועות!‬

‫‪718.705.7174‬‬ ‫‪Inf o@Te h il l imK ol l el .org‬‬

‫איינע פון זייערע פריינד און זייער‬ ‫יארגאנג איז נאך א ‪ 27‬יעריגע בחור‪,‬‬ ‫אינדערצייט וואס זיי רופן זיך צו‬ ‫‘וואכנאכטס‘ און ‘קדישים‘ זיצט ער‬ ‫נעבעך עלענד אליין ווי א שטיין‪.‬‬

‫פואות‬

‫ת‬ ‫עו ·ר‬

‫ט· י‬ ‫שו‬

‫תהלים‬ ‫כולל‬ ‫פארט קיין‬ ‫ליזענסק‬

‫פון ליזענסק ברענגט מען‬ ‫אייביג אהיים נאר ישועות!!‬

‫נאך א הייליגע החלטה אנצוווענדן‬ ‫אלעס וואס זיי קענען אין די וועלט‪,‬‬ ‫צו העלפן זייער חבר אויפשטעלן‬ ‫זיין אייגענע שטוב געפינען זיי זיך‬ ‫נאך אסאך ‘מניעות‘ אינעם ‘אוהל‘‬ ‫אויפן בערגל אין ליזשענסק און מיט‬ ‫טרערן פון געוויין רייסן זיי איין‬ ‫קפיטל נאך קפיטל ביים שוכן‬ ‫במרומים און זכות פונעם הייליגן‬ ‫צדיק להפקד בדבר ישועה ורחמים‪.‬‬ ‫מזל טוב! יא איר זעט גוט! פון‬ ‫ליזענסק ברענגט מען אייביג אהיים‬ ‫נאר ישועות!!‬ ‫אין אפאר וואכן ארום עט זיך די‬ ‫גרופע חברים נאכאמאל צוזאמען‬ ‫טרעפן ביי אט די גרויסע חתונה!!‬

Contents

// Inside

FREE ISSUE 121 FEBRUARY 9, 2022

‫פרשת תצוה‬ ‫ח’ אדר א’ תשפ”ב‬

FYI: COLOR PSYCHOLOGY

THE NUTS AND BOLTS OF BUILDING A BRAND It takes talent to get from name game to launch day — Leading marketing experts talk about the science and the art —

THE MASTERMINDS OF MARKETING

UPGRADING THE OFFICE AMBIENCE

A roundtable discussion on the intricacies of creating successful media

Ten simple ways to optimize your work environment

36 //

Inbox

46 //

Parsha

54 //

Week in Review

63 //

The Black Sheep

75 //

Food

86 //

The Making of a Business

90 //

Brand Building

96 //

Naming a Business

Telephone:

102 //

Brand and Logo

Fax:

108 //

Kill Your Advertisement

E-mail:

112 //

Why [Some] Ads Work

120 //

Launching a New Product?

128 //

A Rountable

144 //

A Welcoming Workplace

156 //

FYI

160 //

Fun Pages

168 //

Classifieds

178 //

Pictures

Publisher:

YOEL ITZKOWITZ Editor in Chief:

D. GORALNIK Content Editor:

R. REESE

Associate Editor:

E.M. NEIMAN Food Editor:

M.P. WERCBERGER Creative Director:

AJ WACHSMAN Project Coordinator:

R. ITZKOWITZ

THE BORO PARK VIEW 1274 49th Street, Suite 421 Brooklyn, NY 11219

718.408.8770 718.408.8771 ads@thebpview.com Website:

www.thebpview.com

MISSION STATEMENT: The Boro Park View is a weekly publication designed for every segment and age group of our diverse community. Under rabbinical guidance, we bring Boro Park’s top talent together to provide high-quality, informative and current reading material, keeping you up to date on sales, events, news and issues of concern and import happening right now in the Boro Park community. DISCLAIMER: We do not endorse any ad found in this publication. We are not responsible for typographical or grammatical errors. COPYRIGHT: All content found in The Boro Park View is copyright and may not be reproduced, published, distributed or duplicated for public or private use without written permission from The Boro Park View. Limit one (1) per family

192

The Boro Park View

February 9, 2022

www.thebpview.com · 718.408.8770

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‫בס”ד‬

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