The 'Paskhkvil' is as its name suggests: it is known as a leaflet distributed in Haredi strongholds minutes before Shabbat from a passing vehicle, so that throughout Shabbat, passersby read the leaflets and are updated on who is wicked and who is righteous, who is a thief and who is suddenly harboring his wife, as well as on the bulletin boards.
In this election season, the hottest debates in the Haredi sector are, for example, about Eli Shai and Aryeh Deri - who is more loyal to Maran.
In the past two weeks, a decision was made in the WhatsApp group of the 'Pasqueville' website to hold a summit meeting between all members involved in the fields of advertising, marketing, and public relations, in digital and print media.
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The conference, held in a hall in Bnei Brak, took place around tables set with the best of traditional Jewish food: kigel, tsholnet, and even khrein. It really felt like a Seder night at the hotel. Within minutes of our arrival, event producer Moti Zliberberg was still busy hanging the giant sign prepared by Moshe Heller from Graphomedia.
I, who arrived with the red scarf, was asked to pass it to Avrimy Weingut, owner of the newspaper 'Bazma', so that he could measure how it suited him. From the sidelines, when they saw that I was hesitating, they shouted at me: Give it to me already, he's the CEO of Wise. Show respect. I did. I also took a picture.
The Margaliot brothers met. Both work in the media, but when they meet face to face it is quite rare and worth documenting. So now here are two Margaliots in one picture.
The founder of the event and the actual host of the conference, Moti Zilberberg (left), looked at me and asked: Do you already know the person sitting next to me? Moti Leyzerowitz. Gil Advertising Representative.
Yehuda Rubinstein also arrived. "Don't take pictures. I don't like being photographed like that. It could ruin my PR with the secular parties I work with." I thought he only worked with Haim Amsalem. In the end, it turned out that he also worked with Meretz.
Avrimy Kliger, editor of an English newspaper and its owner. When he saw that I was taking a picture, he began to arrange his wigs close to his ear. "You are beautiful enough," I told him while I was taking a picture. He responded: "It's not because of the beauty. I'm rolling up the wigs, so I can hear you better...""
Benny Granot of Bolton Potential ran his business while standing. That is, brokerage meetings and mainly settling accounts with anyone who didn't publish the PR he sent out from the office. It went something like this: "Wait a minute, didn't you publish Ariel washing powder? Well, I'll send you another five kilos of powder, now you publish, okay." On the left, all smiles, sat Chaim Weinreich, former co-owner of the late Kugel website.
Moishe Levinger listened with infinite patience to Neta Katz's words. My feeble attempt to understand what they were talking about was of no use. The conversation revolved around the level of media exposure for the client versus the firm's PR requirements, with the manager wanting deep and slow penetration into the market. Did you understand that? Neither did I.
Nahum Bernstein was about to take a picture with Mandy Frommer, the owner of Mendoni Studio. The smiling air of both of them suggested that one of them was holding a glass of vodka. Won't you hold the glass? I asked. He just smiled and waited for me to finish taking the picture.
The Toshlant arrived at the table, but it didn't seem to really move anyone. On the side of the table sat Avrimy Weingut, talking to Yoeli Miller, one of the people who controls a very large power network in the media. When I tried to summarize the matter, it turned out that he was responsible for almost every newspaper and media outlet in the country - except for Israel Today. Now do you understand why they hate this newspaper?
Yossi Breuer (left) and Micha Shalom sat and talked as if they had never met. The discussion was: Will the one who promised to bring the alcohol actually bring it or did one of them lose out on the bet again? Most exciting: a long conversation without a word about United Hatzalah.
Moti Mandel (right), the man with the huge heart, arrived and brought alcohol. A small purchase worth a few hundred shekels. That's what Moti Rubinstein, one of the owners of the Pashkville website, is asking for. Can anyone refuse him?
""Take a picture, take a picture," Yossi Breuer (this time from the right) and Micha Shalom shouted at me from the corner of the hall. What's the point of taking a picture of bottles in the hands of two people who have already tasted alcohol tonight? "Take a picture of how the bottles that Motti Mandel brought are full. You'll soon take a picture of them empty. I apologize for not taking a picture of them empty. I barely managed to find the exit door of the hall.
Boaz Sharon, one of the senior graphics teachers in Prog, and also a teacher at a school in his city, is a quiet and modest man. He expresses his talent well in graphics. Tonight, when I spoke to him, he committed to having talented graphic designers work on the site. You read about it here, and you'll see it soon too. By the way, he only returned to his home in the south at 1:30 in the morning.
Moshe Heller from Graphomedia and Halik Tversky from the jdn website sat aside and had a conversation in almost silence. But when I got to take the picture, they started talking loudly. "Wait, take a picture so we don't look ridiculous next to each other," "Wait, show us how it turned out." In the end, I gave up. Here is the most beautiful picture in my opinion.
Each one is absorbed in his device, looking at what was photographed and what was written. A flash lifted their eyes from the screens, causing them to put their phones in their pockets. But the camera is faster than both "mutes" combined. The phones were recorded while they were still in their hands.
Mandy Frommer, Rafi Hausdorff, and in the middle Doron Meltzer - a copywriter in the national-religious sector 'Ashchar Vetikin', in a conversation with friends. They didn't know each other physically until a few minutes ago, but in the world of advertising and PR, it's not the person who is marketed, but the words. And they are real professionals.
The Margalit brothers were sitting at the same table. "We're used to this at home," they muttered to me. Baruch Pollak, Bolton's PR man, sat smiling from the side. "It doesn't matter how you take a picture of me, the main thing is that they see me," he distorted the well-known proverb - and smiled.
Joel Miller became a focal point for pilgrimage. And so, in the middle of me exchanging a few words with him, Tzveti Rubinstein, the founder of Fashquil, arrived and began to talk about how much cooperation was possible. I stood up, not before I realized that the talented graphic designer Zvika Salomon was responsible for the Fashquil logo.
Next to Boaz Sharon stands Chona Deitch (on the right). Well, he's not really Chona Deitch from the photo magazine. And aren't you guys confused? I asked later - and he said: That's why I changed my name.
With the eternal casket on his head sat Shilo Shaer, from Kfar Chabad. Our son? I wouldn't give him any other job, sewn on. Next to him sat Yossi Levin, the marketing manager at the Kfar Chabad newspaper. When the two of them sat together, it wasn't just a meeting of advertising people. Because the alcohol arrived and we had a Hasidic gathering.
Shimon Liberty, one of the editors of the Haredim10 website, arrived at the meeting elegantly late. He had only gotten engaged two days ago, so that was forgivable. The warmest hug came from Neta Katz. From the sidelines, Micha Shalom, one of the event organizers, shouted at him: If at your engagement Deri announced that he was going home, should we expect God's wrath on the day you get married?
After the chulent was finished at the tables, everyone went out for a social and business introduction. The introduction was led by Micha Sholem. Then it became clear to everyone that Neta Katz, for example, has a chain of stores owned by him and his wife called "Banim." Did you know about this?
During the presentation of each of their roles, Haim Weinrich was surprised to hear a very special name in national politics. The shock that gripped him when they tried to link him to that name is visible in the picture. Neta Katz was happy from the sidelines about the brilliant maneuver.
Micha Sholem surprised at the end of the evening with a gift for Tu B'Shvat, especially for the event participants: a set of greeting cards from Malchut Wexberger. "Invest in yourselves," Micha told the audience. And the audience responded, as befits those sitting in circles, "We love you, Micha.".
""I'm eating heart-shaped ice cream, but don't you have the heart to take a picture of me eating it?" said Yishraga Hoffman, deputy director of United Hatzalah, who arrived at the scene after everyone else already needed resuscitation from the cholent.
And the only one who made use of the gift that was distributed during the evening, took his hands for the last few minutes and sat down to recite the blessing of food from the book. "Take a picture," he whispered into the ears of some of the attendees. "Let them see that the gift was useful.".
And finally, after 10 of the members had already abandoned the place and fled towards the Shaga tent on Har Nof, they all stood up to take a group photo. Haim Gil from the press line, who had fled the place minutes before, promised that he would go to a regular class every week on Thursday. We forgave him.
