In what was no doubt the largest targeted branding opportunity for manufacturers of kosher products, the 12th Siyum Hashas on August 1st fulfilled every expectation and then some. 93,000 people jammed into Met Life Stadium for the completion of the Daf Yomi, a folio-a-day study program of the Talmud that takes 7 ½ years to complete. An additional 60,000 watched the proceedings through a special satellite hookup that was available in nearly 100 locations across the US and several countries abroad. Many also viewed the celebration via a live stream transmitted by a participant.
The food companies were both sponsors and advertisers in Hasiyum, the official program distributed to 150,000 participants. Some had their logos emblazoned across the high-tech video screens. One of the food companies called it a “branding opportunity of a lifetime.” The companies that participated in the sponsorship and advertising included Kedem, Manischewitz, Mehadrin Dairy, Gefen, Klein’s Ice Cream, Schtark, Mezonos Maven, Empire, A&B Famous, Taam, Eden, and Haolam.
The event was organized by Agudath Israel of America, part of a worldwide movement of Orthodox Jews founded in 1912. It was at a conference of the movement in Vienna in 1923 that the Daf Yomi program was introduced. An estimated 80,000 Jews worldwide participate in the daily study program.
(Source: KosherToday)
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14 Responses
With all due respect, I think linking Siyum hashas to a “Branding Opportunity” reeks of bad taste.
Is nothing sacred anymore?
You for got the biggest “Branding opportunity” Artscroll
Unfortunately the Agudah itself looks at the siyum as a branding opportunity.
That’s why they would not let any other organization (such as Dirshu) make a siyum here in the states.,
to #1 & 2: why it bad taste–why is it different from dinner journals, ads in various publications, ads on this site, etc.
Does anyone really believe that the ticket prices covered all the costs?
“Branding Opportunity” is another word for advertising. The source publication “Kosher Today” is an industry publication and serves to promote advertising and they’re just using the “jargon” of marketing.
and what’s wrong with that?
to #3: Aguda started daf yomi–if Dirshu wanted to make a siyum, who would stop him. He has the $$ to do it. He did it in Israel. But then again Israel is, unfortunately, so fragmented–unlike North America, where things are more unified.
That is why Rabbi Sherer and Aguda here were respected in Israel, as opposed to Aguda in Israel which is heavily into politics.
#4 Check your facts before making such a broad statement ‘if Dirshu wanted to make a siyum, who would stop him’
He did try to make a siyum here and was stopped.
Whose Dirshu and who stopped him?
And how was he stopped?
Why is this news?
Someone has to pay for everything.(I could be wrong but I doubt admission covered all the costs.)
Or maybe King Bloomberg should have made a “siyum tax” on all those evil wealthy Jews.
To #4 never said branding is wrong an event this size costs money. My comment was aimed at the writer simply to say once you mention names don’t leave out any names especially the ones that did a lot not just at this event but to promote the learning of the Daf.
Whether the ticket prices alone covered the cost or not, that doesn’t mean that Agudah did not profit (okay, ‘fundraise’ since it is a non-profit) from the Siyum. All those ‘kibuddim’ that were given at the Siyum were paid for very handsomely, plus the companies discussed in this article paid advertising fees for the branding opportunity.
Next time you too can be the MC or say Kaddish or ‘introduce the Hadran’ (yes, that really was a position), if you outbid the other gevirim.
The ticket prices actually do cover costs. But the siyum covers a large portion of Agudah’s operations for several years at a time (maybe not 7, but certainly a few years). Since Agudah alone promoted DY for many “lean” years, from 1945 to about 1992, at a loss, I think that gives them the right to request no competitors and to make as much budget as they can out of it.
One united, larger, siyum is a bigger kiddush Hashem than smaller, multiple, siyumim.
There were companies that were davka banned from advertising there. Does that mean they’re not “kosher”? Guess only brands that met the Agudah standard of Judaism were allowed. A controlled, monopolized message for the masses…
#11, Agudah alone promoted Daf Yomi before the war too. In fact that was why some were against Daf Yomi; because it was an Agudah project, so those who opposed the Agudah also opposed Daf Yomi. And those (such as Lubavitch and Brisk) who were neutral about the Agudah were also neutral about Daf Yomi, neither participating nor opposing.