Shabbat Bulletins Evolve Into Political Battlegrounds
Translated & summarized from N12 by baba
Weekly Shabbat bulletins, traditionally religious publications, have become a significant political advertising and influence tool in Israel, especially during election campaigns. Parties like Religious Zionism and others are investing heavily in these bulletins, which reach a captive audience in synagogues. The bulletins have evolved from simple religious pamphlets to comprehensive publications featuring news, interviews, and political commentary, with advertising revenue now forming their primary business model. This shift has led to increased political content and rising advertising costs, turning them into a key arena for political discourse within the religious Zionist community.
The story in 6 lines · by baba
- Shabbat bulletins have become a major political advertising and influence tool in Israel.
- Parties are investing heavily in bulletins, especially during election campaigns.
- These publications reach a captive audience in synagogues during Shabbat.
- Bulletins have evolved from religious pamphlets to comprehensive news sources.
- Advertising revenue is now the primary business model for these bulletins.
- Political content and advertising costs have significantly increased.
Weekly Shabbat bulletins, once simple religious pamphlets distributed in synagogues, have transformed into a significant media industry and a key battleground for political influence, particularly as elections approach. These publications, distributed for free in synagogues across Israel, cater to a captive audience that refrains from using electronic media on Shabbat. They now feature news, interviews, opinion pieces, and political advertisements, aiming to sway public opinion within the religious Zionist community.
Political parties are heavily investing in these bulletins, with advertising space, especially front-page placements, becoming a major expense. The Religious Zionism party, led by Bezalel Smotrich, recently purchased front-page spreads in prominent bulletins like "Shvuii," "Mahanayim," and "Olam Katan," using casino-themed imagery to warn against crossing the electoral threshold. Other parties, including Gadi Eisenkot's "Yashar!" party, are also actively advertising, emphasizing their religious credentials.
Interviews with political figures are another prominent feature. In recent weeks, many bulletins have featured interviews with candidates from various parties, including ministers Amihai Eliyahu and Yitzhak Wasserlauf, and aspiring minister Tali Gottlieb from Itamar Ben-Gvir's party. Notably, the party leaders themselves have sometimes been absent from these interviews. The bulletins also serve as platforms for political discourse, with some publications focusing on specific ideological stances, while others aim for broader appeal.
Originally intended to supplement religious study, these bulletins have evolved significantly over the past two decades. Ayelet Shlissel, a strategic advisor and former editor, explains that the bulletins filled a void for readers seeking news and content during Shabbat. Initially, additions like sports sections were controversial, but they paved the way for more diverse content, including current affairs, interviews, and political commentary. Today, many bulletins function as full-fledged newspapers, with religious content often relegated to a secondary role.
The business model has shifted from institutional sponsorship to advertising revenue. This has led to a surge in political advertising, especially during election periods, with ad prices doubling or tripling. Some bulletins have even developed specialized content, such as women's sections, to reach entire families. The bulletins also differentiate themselves ideologically, ranging from liberal-leaning publications to more conservative ones.
The influence of money in this sector is substantial, with significant investments made by parties and media groups. Naftali Bennett is credited with recognizing the bulletins' potential as a direct channel to voters. The political engagement extends beyond advertisements, with opinion pieces and articles often purchased or strategically placed to influence readers. This has led to a dynamic where content is increasingly shaped by financial backing and political agendas, sometimes sparking debate even within religious circles about the appropriateness of certain content in a synagogue setting.
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