LOS ANGELES: Rivers PR, an independent California agency, is
helping the National Yiddish Book Center (NYBC) publicize its new list
of "The 100 Greatest Works of Modern Jewish Literature."
The campaign kicked off last week with a press release announcing the
selections, which represent literature originating from at least eight
"This list is only the beginning - the start of a whole new effort to
strengthen knowledge and understanding among the American Jewish
population and beyond," said NYBC founder and president Aaron Lansky in
In the coming months, the NYBC will commission English translations of
some of the works in conjunction with the Yale University Press.
The campaign will also feature an online book club dubbed "The Jewish
Reader," which will focus on one selection for online chats and study
The NYBC will also host a New York City symposium in April, and arrange
live readings and radio productions, as well as produce books on
Four other New York City events are planned for next year.
Efforts will also be aimed at children through the development of
curricula for Jewish and Hebrew schools. Public schools and
adult-education programs will also be targeted.
Out-of-print Jewish tomes will also find a second chance via the NYBC's
Steven Spielberg Digital Library, which will reissue hard-to-find
The list was compiled over 10 months with the help of seven experts,
including Los Angeles Times film critic Kenneth Turan and Oxford
University professor Glenda Abramson. It includes diverse works from
Kafka's The Castle to The Amazing Adventures of Kavalier and Clay, by
The complete list, along with essays by the selection committee, will
appear in the NYBC's magazine, Pakn Treger, this month. It can also be
found online at www.yiddishbookcenter.org.