Shabbat Bulletins Evolve Into Political Battlegrounds

Weekly Shabbat bulletins, once simple religious pamphlets distributed in synagogues, have transformed into a significant media industry and a key battleground for political influence, especially as elections approach. These publications, distributed for free in synagogues across Israel, cater to a captive audience that abstains from screens and the internet on Shabbat. They now feature news, interviews, opinion pieces, and political advertisements, aiming to shape conversations within the religious Zionist community.

Political parties are heavily investing in these bulletins, with advertising space, particularly front-page placements, becoming a major expense. The Religious Zionism party, led by Bezalel Smotrich, has notably purchased front covers of prominent bulletins like "Shvuii," "Machshav HaRuach," and "Olam Katan," using casino-themed imagery to warn against crossing the electoral threshold. Other parties, including Gadi Eisenkot's "Yash!" party, are also actively advertising, emphasizing their observant candidates.

Interviews with political figures are another key feature. In recent weeks, many bulletins have been filled with interviews from various parties. Ministers like Amichai Eliyahu and Yitzhak Wasserlauf, and aspiring minister Tali Gottlieb, have appeared in multiple publications. Notably, Itamar Ben-Gvir's party has been widely featured. Even parties outside the religious Zionist sphere, like Benny Gantz's National Unity, have placed advertisements, though some have faced internal opposition due to ideological differences.

The evolution of these bulletins began about two decades ago, shifting from sparse religious content to comprehensive publications including sports, lifestyle, and current affairs. This expansion was driven by the understanding that synagogues offer access to a dedicated audience seeking reading material during Shabbat. The business model has increasingly relied on advertising revenue, with some bulletins now functioning as full-fledged newspapers, largely disconnected from their original weekly Torah portion focus.

Experts note that the financial investment in these bulletins, estimated at millions of shekels for some, signifies their growing importance. Political figures like former Prime Minister Naftali Bennett recognized their potential early on as a direct channel to their target audience. The content is strategically placed, with parties choosing bulletins that align with their ideological positioning and target demographics. For instance, Bennett reportedly favored "Machshav HaRuach" and "Shvuii" over the more conservative "Olam Katan."

Beyond direct advertisements, political influence extends to opinion pieces and sponsored content, blurring the lines between editorial content and paid messaging. Some bulletins have even become platforms for inter-party debate, responding to content published in rival publications. The financial stakes are high, with advertising prices significantly increasing during election periods, reflecting the "money on the floor" mentality. The ultimate goal is to influence not just individual voters but also family discussions around the Shabbat table.