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"A SPECIAL PAPER" / "עתון מיוחד" — העולם בצהוב
גבריאל צפרוני and Gabriel Tzifroni
Kesher / קשר
No. 3 (מאי 1988), pp. 107-112
Published by: Tel Aviv University / אוניברסיטת תל-אביב
Stable URL: http://www.jstor.org/stable/23895175
Page Count: 6
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Alexander Zauber's "Eton Meyuhad" (A Special Paper) was an unabashed tabloid, the first of its kind in the Eretz Israel of the thirties, Despite the prophets of doom who predicted its early demise, the paper published from 1934 to 1952. Zauber was born and learned his trade in Hungary. He published his first weekly, in Yiddish at the age of 20. He arrived in Eretz Israel in the spring of 1934. Zauber got the idea for his tabloid from the pulp detective fiction that appeared then in Eretz Israel. The paper's success after only eight months led to its sponsorship by a revisionist leader, Meir Grossman, who sought a voice for his movement's ideology. Eton Meyuhad became an evening daily for three months, but then reverted to a weekly. Zauber, who used to say that putting out a paper was a craft, but that selling it was an art, composed his headlines to sell papers. He was a master of eyecatching headlines that shouted Eton Meyuhad's beat of crime, sex, and human interest. The most minor of incidents was always magnified to crisis proportions, nor did Eton Meyuhad always preserve a strict regard for veracity. Zauber delighted to slay sacred cows, but he avoided foreign policy and politics in general. As his views slid more to the right in later years, Zauber did criticize Mapai from the pages of Eton Meyuhad. Eton Meyuhad was the first to publish a matchmaking column and to present a page of cartoons collected from other papers.
Kesher / קשר © 1988 Tel Aviv University / אוניברסיטת תל-אביב