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Machzor Blog: Thoughts on Torah Readings

Our congregation, Westchester Reform Temple in Scarsdale, New York, has been worshipping with a draft copy of Mishkan HaNefesh for three years now, on the second day of Rosh Ha-Shanah.  About four hundred congregants and members of the community-at-large show up for this service, and we have taken the opportunity not only to pilot the new machzor from the pulpit, but also to invite the participants’ feedback.  In general, opinion about the machzor is positive, with many praising the dignified, uplifting, and poetic English prayer-renderings and meditations, and others appreciating the opportunities for study and reflection built into the machzor.

Because the draft copy we have been piloting does not feature a Torah service, we have jumped back into Gates of Repentance for the Torah Service and we have produced our own one-page handout for the Shofar Service.  The Torah service, however, prompts a fascinating question about which our congregation and clergy have been wondering aloud for a couple of years:  what Torah readings will Mishkan HaNefesh propose for reading on First and Second Day Rosh HaShanah?

This spring I taught an eight-week adult education course in midrash using Akedat Yitzhak (The Binding of Isaac, Genesis 22) as our primary text.  While many of the students feel spiritually and emotionally drawn to the Binding of Isaac and recognize its importance within Judaism–an importance that led to our Reform Movement proposing it as the reading for First Day Rosh HaShanah, instead of on Day Two, where it is found in Orthodox and Conservative circles–many agreed that the time has come to re-locate Akedat Yitzhak on Day Two, and replace the Torah reading for First Day Rosh Ha-Shanah with the traditional Scriptural passage, Genesis 21, which not only sets up the drama for day two (Genesis 21 details the birth of Isaac and his place in Jewish genealogy), but also beautifully meshes with Rosh Ha-Shanah themes of birth and hopefulness.

I would warmly support the re-introduction of this text.  It would embrace the value of Klal Yisrael, the unity of the Jewish People, by bringing us into common practice with other streams of Judaism.  It would also invite the rabbi to explore new and varied preaching topics on Rosh HaShanah morning, and offer new discussion topics for congregants.

Knowing our Reform Movement, and the format of Mishkan T’filah, I suspect that choices will be offered, including the choice of reverting to Genesis 21.  Readers, what do you think?

Rabbi Jonathan Blake serves Westchester Reform Temple in Scarsdale, NY.

 Learn more about the new CCAR Machzor.  For more information about participating in piloting, email machzor@ccarnet.org.

 

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Books General CCAR Rabbis Reform Judaism

Fish Forks and Beer Mugs: Choosing the Right Technology for Publishing

The nature of the book has changed dramatically in recent years. From the old standard of signatures of paper, in multiples of 16, 24,or 32, bound between covers and filled with typeset text, we now have ebooks, and PDF’s, and audiobooks, and apps – and that’s just for starters.

There are so many choices about how to produce a book. And yet, the essence of a book in many ways remains unchanged. They remain transmitters of ideas, containers of human experience and expression.

As a publisher, I’m often asked about how we will use technology with any given project. My answer is very simple: In as many ways as possible. For while it’s true that the technology presents us, a publisher using Hebrew text, with real challenges, and while it’s also true that we also have real financial limitations, our goal is always to create as many different versions of a book as we can, taking into account what makes sense for that particular content. For even with all the options we have available today, publishing should not be driven by technology, but rather by content development.

Publishing is no longer focused on the physical manufacturing of objects. But just as has always been true in publishing, content has to be developed carefully, thoughtfully, and creatively. That is our central goal at the CCAR Press. First we need an idea that is right for our core market, an approach that aligns with our mission, and the right team of editors and/or writers. Each project has different specifications and uses, and so allows for different formats. There are technological options we can consider today that weren’t possible last year. Surely that will be the same next year as well, and so on. Some projects, like the Daily Blessing App, are not physical books at all. Some projects, like Mishkan T’filah, exist as a physical book, an App, and in Visual T’filah, and we will continue to develop other versions as technology and finances allow. Mishkan R’fuah: Where Healing Resides, is both a physical book and an ebook. And so on.

iT'filahThere’s a lot of talk in the publishing world about how people are choosing to read today. Publishers carefully study stats about how people are reading, and which demographic is doing what in which medium. But I’m not convinced it’s a competition between formats. Rather, it may be that the more formats, the more we can customize our personal reading experiences.

The other day I was listening to a book on Audible and the voice in my ear said, “In this audiobook you will learn…” which I found rather jarring. For me, the experience wasn’t about listening to an audiobook. I had simply chosen to listen to this specific book, rather than read it. I hadn’t shopped for an audiobook, I had shopped for this particular title. The fact that it was an audiobook was insignificant. The audiobook aspect of the experience was a doorway to step through, on the other side of which was the content of the book. What mattered ultimately was the content, not the format.

Growing up I learned that salad is eaten with one kind of fork, and the main course with another. Dessert might be eaten with yet another. Later I learned that fish has its own kind of fork, and even later was introduced to such specialty items as pickle forks and olive forks.  Think too about glasses – this kind for water, this kind for white wine, this kind for red, and a frosted mug for beer. Each was created to best serve the experience of imbibing that particular food or drink, but in the end, the purpose is all the same: to convey the food or the liquid to your mouth.

So too with different book formats in this age of multiple choice. As a reader, I find myself choosing different formats depending on the content and context. I prefer printed books for poetry, for Torah commentaries, and for cookbooks. Yet I read fiction almost entirely on my iPad. I listen to non-fiction business books on my phone. It’s not a competition between the formats, but rather a matter of which one I prefer for the particular content.

The questions about how to best use technology in publishing are challenging and enormous. Publishers of all shapes and sizes are required to constantly keep learning new skills, and consider new options. But the core of publishing is still about content. For publishers, technology is not the goal, it is merely the means.

Rabbi Hara Person is the Publisher of CCAR Press. 

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Books General CCAR News Prayer Rabbis Reform Judaism

Moving Trucks, Pallets, and the Jewish Future

Things I never thought my rabbinic school education would prepare me to do:

  1. Study sales figures on spread sheets
  2. Spend time considering the merits of 50 # or 60# paper
  3. Ask questions like “how many pallets will fit on the loading dock?”
  4. Regularly use terms like kerning, analytics, DRM (digital rights management) or FOB (freight on board).

As rabbis, we all have similar lists, even if the details are different. In the course of our careers, we’ve all acquired practical skills for which our pastoral and text-based educations did not prepare us.

Right now CCAR Press is in the process of a move from one warehouse to another. Carefully moving hundreds of pallets holding thousands of books, as well as all the associated customer and sales data, is no small task. The move itself has been preceded by months of planning, preparation and negotiations.  As you can imagine, there have been many meetings. Many, many meetings. We are eternally grateful to our wonderful, pro-bono lawyers from Proskauer and Rose.

The level of detail involved is staggering. Luckily the CCAR is blessed with a great team of staff members working hard to track all the details and put everything in place, from the categorization of customer types to the transfer of AR data to establishing the discount schedule to writing the wording that will go out on order confirmation emails. Like all of us, there are those moments when I jokingly say: and for this I went to rabbinic school?

photo-30Yet just like any rabbi who spends time rearranging chairs in the sanctuary, there’s a bigger end goal here. It’s not about the chairs or the trucks or the spreadsheets, it’s about what we do in order to fulfill our mission and plan for the future.  The point of this warehouse move isn’t to become a specialist in sales, fulfillment, and distribution. All of this work of transferring pallets and boxes and data is really about providing rabbis, cantors, educators, chaplains, congregants, and students with the material they need.  What drives all of this is the core mission of the CCAR:

The CCAR enriches and strengthens the Jewish community by empowering Reform Rabbis to provide religious, spiritual and organizational leadership as it:

      • Fosters excellence in Reform Rabbis
      • Enhances Reform Rabbis’ professional and personal lives
      • Amplifies the voice of the Reform Rabbinate in the Reform Movement, the Jewish community and the world in which we live.

The CCAR Press supports the overall mission of the CCAR buy providing high quality publications for our members and for the Jewish community. Moving to a better, more up-to-date, efficient warehouse is thus one piece of the How, not the What.

We all know change doesn’t happen in an instant – there will surely be some bumps on the road as we transition to new software and processes. Converting to a new on-line ordering system is going to take some time.  But we are sure that once it’s all properly in place, we will be able to serve our customers much better than we have been able to do up to now.

We also know that the balance is shifting from traditional p-books (printed books) to newer forms of content transmission.  There is much we are doing everyday to meet these ever-changing needs.  We now offer e-books for various devices, PDF downloads and apps, and will continue to offer more and more every year.  In the meantime, many people still want p-books, especially for liturgical purposes, and so we must house them somewhere and ship them out somehow.

All of us in the Jewish world are thinking about the Jewish future.  How can we best prepare for the needs of the future?  How can we meet the challenges of the future?  What skills should we be learning?  What questions should we be asking?  What changes should we be making?  Here at the Press, this warehouse move is one way that we’re working on building the Jewish future, by improving the way that we provide you with the resources that you will use to strengthen, teach, unify, and inspire the Jewish community.  This is especially important as we begin to plan for the printing, ordering, and shipping of Mishkan HaNefesh, the new CCAR Machzor.  As our trucks load up and pull out onto the highway, taking Mishkan T’filah and all our other publications to their new, state-of-the-art home, they’re carrying our future on those pallets.

 Rabbi Hara Person is the Publisher of CCAR Press. 

Find some good bargains at our Clean-Out-the-Warehouse Sale, 3 days only!