Better Than The Real Thing

Heeb magazine, the 3-year-old “New Jew Review,” once described as “a sweaty prizefight between hip-hop and sushi in this corner and klezmer and kugel in the other,” revels in odd juxtapositions, mixing pop and Jewish culture for its young Jewish hipster readers. And not just in the editorial content.

Struggling for advertisers in the early days, Heeb’s editors began running humorous ad parodies for stodgy old Jewish companies. “We just thought it would be funny to do a Streit’s [matzo] ad with a black man saying, ‘Damn! That’s a big-ass cracker!’ ” says editor-in-chief and publisher Josh Neuman.