TM0301_Market Focus, Judaica (1,517 words)
Targeting this close-knit niche can be hard, but also rewarding
By Brendan Maher
As far as market share goes, Christmas is the clear winner over Hanukkah. Its popularity as a major marketing event isn't even matched by the Super Bowl (yet). At least one person tried to change that:
"So, if it feels like you're the only kid on the block without a Christmas tree, here's a list of people that are Jewish just like you and me."
Saturday Night Live's Adam Sandler may have been joking when he went on to list famous Jews from David Lee Roth to Mr. Spock in "The Hanukkah Song," but he does touch on a major theme of what it means to be Jewish: the comfort taken in the kinship with all other Jews.
It could be a product of the fact that Judaism is as much a race as it is a religion, or perhaps it is the struggles they have endured together during the centuries.
In any event, it translates to a 7.5-million-member diaspora in the United States that is spiritually connected and cares deeply for its members both nationally and internationally.
"It's a shared experience," says Caroline Sheffey, director of communications for the North American Conference on Ethiopian Jewry (NACOEJ). "There are certain historical experiences that are unique to the Jewish community."
With a high average level of education and a high median income, this is a group of people who have money not only to spend on themselves, but on others. As a group, Jews are moved by social crises such as the tragic living conditions of the Beta Israel in Ethiopia. And, they are willing to respond.
"In general, they are a great group for fund-raisers," says Lori Collins, manager of business development for Focus USA.