On The Nightstand Thursdays: Jewish Living, Part Two

Earlier this month, I wrote about Jewish Living magazine, and I was really iffy about it. I was questioning the stated target market of the magazine, among other things. Bon Appetite, Goumet and the like are cooking and food magazines, yet they aren't marketed to women exclusively or even as a majority as far as I'm aware. And, with the magazine's comment about Jewish Living being for those of us in our 30s and 40s who have (supposedly) matured beyond Heeb magazine (Heeb, which is marketed to both men and women, snark, snark)... I was very skeptical of the rag, I'll admit.

Jewish Living: Maybe overlooking potential readers, but a good read, if you ask me.So, as promised, I read it. Cover to cover. Ads for upscale modern furniture. A section called Kvell that includes the kvell profile, the kvell of the book, kvell sound check, a national calendar of events, eco-friendly Chanukah gift-guide, cooking that included various ethnic/regional variations on a basic ingredient, Modern Practices-- a section addressing our traditions with a modern take, a huge styley/upscale Chanukah section, a nice article about that dear A.J. Jacobs, stuff about kids, an decently in-depth article about giving in various ways, Two Jews/Three Opinions, a quick list of notable organizations, a piece about Chinese Jews... I have to admit I really like this magazine.

I still think there's nothing inherently female about the magazine, and maybe an opportunity for a male readership is being glossed over in marketing efforts. Family sure, but female? Nuh-uh. Also, even mentioning Heeb and Jewish Living in the same breath is a stretch, as the irreverent brand of humor in Heeb is not found in Jewish Living. Granted, the proof will be in subsequent issues. That will do more in defining the magazine for what it is, so I might be speaking prematurely. But, on its own, I'm reporting back as I said I would, and I do like it. It covers come good basics-- food, home comfort, celebrations, thoughtful gifts, family, and thoughtful discussion of modern Jewish life. All things I enjoy in a magazine.