Giving a Haggadah a Makeover
THE NEW YORK TIMES
April 9, 2011
Why is this Haggadah different this Passover from all other Passovers? The reason was a simple matter of marketing. Over 50 million Maxwell House Haggadot have been published since the 1930s, said Elie Rosenfeld, chief executive of Joseph Jacobs Advertising in Manhattan, an agency that specializes in marketing Jewish products and that arranges for the Maxwell House Haggadah’s publication. Even President Obama has used the Maxwell House Haggadah, to conduct Seders in the White House. One million of the 58-page Haggadot are being printed, and on the first night of Passover, which this year falls on April 18, many of the more than five million American Jews will be reading the revised Haggadah, though many copies wind up in Israel and other countries. [link]
April 9, 2011
Why is this Haggadah different this Passover from all other Passovers? The reason was a simple matter of marketing. Over 50 million Maxwell House Haggadot have been published since the 1930s, said Elie Rosenfeld, chief executive of Joseph Jacobs Advertising in Manhattan, an agency that specializes in marketing Jewish products and that arranges for the Maxwell House Haggadah’s publication. Even President Obama has used the Maxwell House Haggadah, to conduct Seders in the White House. One million of the 58-page Haggadot are being printed, and on the first night of Passover, which this year falls on April 18, many of the more than five million American Jews will be reading the revised Haggadah, though many copies wind up in Israel and other countries. [link]
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