JUNE 25, 1965
THE CANADIAN JEWISH REVIEW
* UNITED JEWISH * APPEAL
William Crocker, and Joel Pink, are chairmen of the fifth annual "Good Fellowship Golf Day", on July 8/ at Maple Downs Golf and Country Club, where the first Gold Day was held in 1061; in 1962, Northwood Golf and Country Club; in 1063, Oakdale; and 1964, Huntington, were the host clube. Mr. Crocker is president of Maple Downs, where Mr. Fink is a member. The all-day event is open to workers in United Jewish Appeal campaigns; and registration is limited to one hundred and fifty; the ticket to include all green fees, luncheon, cocktails and dinner. The United Jewish Appeal Chairman's Trophy will be awarded for low gross. Other trophies will be given for second, and low gross; low net, and second low net. Prizes will be presented to golfers for the longest drive off the first tee and the closest drive to the hole on a par-three hole. Samuel Zeldin is United Jewish Appeal chairman.
Samuel 8hapiro, Jack Shayne, and A. wilier, trustees. Mrs. Henry Kamerling and Mrs. Murray Rosen, both past presidents, were installing officers.
? JEWISH HOME FOR* THE AGED
And Baycrest Hospital Women's Auxiliary heard Milton Berle entertain, for the seventh annual theatre night, at the O'Keefe Centre. Mrs. Wolfe Goldberg was committee chairman; Mrs. Irying Hertzman, vice-chairman; Mrs. David Gross, treasurer, Mesdames Harry Gold, Abe Posluns, Morris Rubenstein, and Al. Salutin, ticket chairmen. Proceeds were for the day-care program,*in which about one hundred elderly people participate.
+     BNAI BRITH     * WOMEN
Don Mills Chapter officers are: Mesdames Albert Feingold, president; H. Himelstein, Louis Lourie, Irving Stal, vice-presidents; S. Cohen, Michael Rosen, Peter Mar-golis, secretaries; Harold Kelman, treasurer, Harry Fruitman, guardian; Harvey Rosen, Samuel Davies, Irving Kwart, Jack Miller, Sidney Hennick, Walter Alt, trustees; Arnold Bensky, as counselor. York Chapter 704 installed: Mesdames Morris Miller, president; Bernard Dinetz, Ruby Kotxer, Samuel Zaldin, vice-presidents; Stanley Fruitman, Max Cornfield, Jack Tepperman, secretaries; Albert Glassman, treasurer; Arthur Rosen, guardian; Jack Rowan, counsellor; Dick Mellinger, sentinel; Meyer Cohen, David Gilbert,
*      ZIONIST       * REVISIONISTS
Jordania Chapter: Mrs. Harry Frimerman, past president; Mrs. Samuel Shainhouse, president: Mrs. Harry Abella, vice-president, welcomed the Honourable Mena-chem Begin, and Mrs. Begin, at the airport, on their arrival from Israel. Mr. and, Mrs. Harry Frimerman, 279 Hillhurst Boulevard, were hosts at a cocktail party for the guests. A luncheon was given for Mrs. Begin, and she was presented with a gift by the president. Mrs. Shainhouse. A testimonial dinner was held in Beth Tzedec Synagogue for Nathan Silver, national president of the Zionist Revisionists. The chairman was Samuel Shainhouse. The speakers were: Honourable Allan Grossman, M.P.P., Minister of Reform Institutions, who brought greetings from Premier John Robarts; Meyer Gasner, Central Region chairman of the Canadian Jewish Congress; Benjamin Epstein; and Mr. Begin. Flowers were presented to Mrs. Begin, by Samuel Shainhouse; and to Mrs. Nathan Silver, by Mrs. Harry Frimerman. A farewell party for Mr. and Mrs. Begin was at the home of Mr. and Mrs. Edward Silverberg, 681 Briar Hill Country Club, where the first Golf airport, on their arrival from Is-Avenue. Executive meeting was at the home of Mrs. B. Lederman, 31 Peveril Hill Road. Mrs. Shainhouse presided. Other officers are: Mesdames Joel Krakower, vice-president; Nathan Silver, treasurer; Charles Rockfield, secretary; Harry Abella, sunshine; Morris Mlo-tek, tea; R. Fromer, Samuel Jackson, social and cultural; R. Lederman, Harry Lerman, collection; Harry Abella, bonds; J. Ross, and Frank Gordon, telephone.
*    BETH JACOB    *
Synagogue, Dr. Moses Burak, Rabbi : For the Sisterhood Torah Fund luncheon, Mrs. N. Schwartz was the chairman. Mrs. M. Burak asked the blessing. Rabbi Burak was the guest speaker. Mrs. Schwartz spoke on the founding of the Beth Jacob Sisterhood. A board meeting was held at the home of Mrs. H. Vogel, 44 Stayr**? Avenue. Those who attended were": Mesdames J. Berlin, L. Waxman, J. Goldman, H. Goldman, N. Schwartz, M. Burak, A.
CLASS IN COOKERY
SWISS STEAK
three or four slices
shoulder steak three tablespoons chicken fat
one medium-sized green pepper
one diced onion
two cups canned tomatoes
In a deep, ten-inch casserole, heat fat and diced onion and brown well. Sprinkle steaks with flour, and salt and pepper to taste. Place on browned onions. Add sliced pepper and tomatoes. Cover tightly and simmer for one and one-half hours. Serve with vegetables.
Mrs. J. Yaffy,
2200 Ccrpitcdne Bernier Street Montreal.
CUSTARD DESSERT
one and one-half cups of milk three eggs
two teaspoons vanilla four almond macaroons
one tablespoon of apricot jam
two oranges
two pineapple rings
one cup of whipped cream
Heat the milk to just below boiling point. Whisk eggs and sugar lightly in a bowl and pour the milk on very slowly, stirring all the time. Add the vanilla, mixing well, though not too vigorously. Break three of the four macaroons into the mixture and pour into a well greased ovenproof mould. Stand the mouloVin a cake pan and surround it" with sufficient near-boiling water to reach halfway up the mould to prevent curdling. Place in the centre of a moderate oven and bake for about fifty minutes until the custard is thick. Set aside to let cool. Heat apricot jam in a small pan and sieve it. Turn the cold custard mould onto a dish and brush with jam glaze. Peel the oranges and cut into thin rounds, first scraping off remaining pith. Arrange these with the o^artered^piQeapple slices and sections of the remaining macaroon rouna^the pudding and decorate witK.whirls of whipped creim.        )
Mrs. Lawrence Bcdne, \ 4 Mascot Place, Toronto,
Sabbath Candles will be kindled on Friday, June 25, at 8.32 p.m., D.S.T., in Montreal Friday, June 25, at 8.47 p.m., D.S.T., in Toronto Friday, July 2, at 8.46 p.m., D.S.T., in Toronto Friday, July 2, at 8.31 p.m., D.S.T., \n Montreal
Klein. R. Weiner, M. Kates, 0, Angel, M.. Singer.
? BNAI ISRAEL BETH * DAVID
Synagogue, Rabbi Albert Pappen-heim: The officers of the Sisterhood, installed by Rabbi Pappen-heim, are: Mrs. Samuel Shulman, president; Mesdames Louis Kir-shenblatt, Ruth Weiner, Joseph Steiner, Jack Gertzbein; Mel. Katz-man, Abe Wagman, Sydney Fox, Alfred Pilch; Mrs. Joseph Feldt. immediate past-president Board members are: Mesdames Jacob Adler, Malachi Arlove, Belle Berlin, Theodore Bloom, Samuel Bloom, Sidney Brody, Jacob Bir-brager, Harold Cohen, Leo Fen-son, Louis Freedman, Joseph Gol-berg, Ben Goodman, Harry Gorman. David Greengarten, William Gryfe, Morris Kanoff, Jack Lit-man, Morris Litovitz, Rubin' Marks, Nathan Milner, Harold Muchnik, Jack Oberman, Lily Romm, Arthur Rose, Richard Rovan, Albert Sandler, Jack Schlifer, William Sipper, Philip Solish, John Stillman, Louis Swimmer, Murray Vernon, Bernard Weinstein. Mrs. Joseph Steiner was chairman. Mrs. Murray Vernon discharged the outgoing officers. Reverend John H. Morgan, the minister of the First Unitarian Church, of Toronto, spoke at an Oneg Shabbat, sponsored by North York Lodge of Bnai Brith. The service was conducted by Rabbi Pappenheim, and Cantor David Greengarten, with these partici-
gants: Sharon Heit, Sandra urke; S. Cohen, Bernard Kay, Max Naiman, Harry Goodman,-Louis Silver, Allan Blackstein. A
Sresentation to the Martin Luther !ing Fund was announced by Stanley Beder, president of Leonard Mayzel Lodge, of Bnai Brith. At the Shevuoth dedication ceremony, these boys and girle were honoured: Barry Cohen, Howard Vernon, Barry Shelson, Marvin Singer, Saul Diamond, Barry Bender, Gerald Waese, Nancy Gertzbein, Laurie Solish, Carl Blumfeld, Gary Sandler, Charles Consky, Avrum Brandt, Diane Marks, Alan Silverstein, Douglas Stone, Stephen Graham, Stanley Forcht, Jeffrey Brandwein, Clifford Korman, and Neil Reinblatt.
^Mrs. A. B. Bennett, 5 Burton Road, immediate past-president of Women's Canadian Ort, will attend the World Ort Union Congress, being held in Rome, Italy, from June 27, to June 30. Prior to attending the conference, Mrs. Bennett visited Ort schools in France, and Switzerland.
What is the A. B. C. or Audit Bureau of Circulations, and what is its importance?
A. The A. B. C, is a voluntary association of major publishers, advertisers, national and local} and advertising agencies, working together to police circulation claims, and to translate them into facts.
Q. Why are circulation fact* to important?
A. Circulation figures are the only honest basis on which print advertising is sold and purchased. Publishers base their prices for advertising on the amount of their circulation, and its quality. An advertiser buys circulation. A. B. C. circulation facts tell him the exact amount at any time.
Q. How does an advertiser know that thii it really ao?
A. A. B. C. publishers keep exact records of all circulation receipts for subscriptions and single copy sales. These can tell him, too, whether the circulation is sold without a premium, or with one, to induce payment; or whether the circulation is composed of membership in an organization; or whether it is sold on its merit alone. Was the subscription sold on a special rate? Was it paid by mail directly to the publisher, or to an agent? These are just some of the categories of subscrip-tion payments which are recorded.
Q. Why are tome of these answers so important?
A. Sometimes these answers can tell an advertiser whether the subscriber needs to be coaxed into continuing, or starting. Are subscribers voluntarily buying the publication? Do they need a cut-rate or an added attraction to keep on?
Q. How are the figures checked?
A. The publisher checks his figures, and reports them twice a year to the head office of the A. B. C. These are audited once a year by travelling A. B. C. auditors, who check the names, the receipts, the printing invoices, the bank deposits, the paper used, the ink used, the postage receipts � all of these show the number of copies printed or mailed;-and paid for. If an A. B. C. field auditor goes to work for a publication whose books he has audited within a year or so, there is an automatic re-audit by another auditor. An auditor does not audit the figures of any publication for more than two consecutive years.
Q. Does the A. B. C allow past-dua subscriptions?
A. The A. B. C. rules state that all subscriptions up for renewal must be paid within three months of the expiry date. The publisher must keep frock of each one. These are considered paid, but mot completely so, until paid in full, for the term to come.
Q. Are new subscriptions considered as paid?
A. Not until payment is received for the term in
advance.
Q. What does this cost the publisher?
A. The publisher considers the membership as hit investment to protect the investment of each advertiser. The publisher pays quarterly dues; the cost of the auditing done in his office, by the hour; and the cost of checking done further, at the A. B. C. head office. If further checking is needed, the publisher pays that cost, too. An auditor spends several days in the Canadian Jewish Review office each year.
Q. Are these the only costs?
A. The greatest cost to the publisher is to see that the records are kept in order and up to date. Th* Canadian Jewish Review addressograph plates are posted to show the date and method and amount of payment; and the date of the subscription, and the length of its �term. A publication must carry on the address label all information that the auditor would need to guide him in checking. A publication which sells subscriptions on short-term, or with a premium, or in combination with other publications, for instance, will carry all that information and more, on the address label, coded in some way.
Q. What do A. B. C. reports and statements say
about the Canadian Jewufa Review?
A. They tell at a quick glance the provincial breakdown; the amount sold in a period; that the Canadian Jewish Review never sells a subscription on a premium; never with a cut rate; never jointly with another publication; never as part of membership in an organization.
The Canadian Jewish Review is sold on its own merits, and always has been. It has no affiliation with any organization.
�
A. B. C. reports and statements supply facts to advertisers. These facts need to be .known for advertising money to be spent wisely and honestly.
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A. B. C. publications can never guarantee results. They do guarantee readership.
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The Canadian Jewish Review is in its 22nd year of supplying facts to advertisers, investing to protect
investments.
The Canadian Jewish Review is still the only publication reaching the general Jewish community in Canada, which can provide audited, paid, A. B. C. circulation facts and figures for the protection of
each advertiser.
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