Atlas I.D. money clip

It is hoped that the OU Press will became a platform for young Orthodox Jews," said Genack, who keeps OU's publishing operation small (seven books Atlas I.D. money clip planned for next year) and declines to say whether he is in competition with ArtScroll.

Not all Jewish publishing is Orthodox. Reform Jewish leader Stuart Matlins says frankly that he began Jewish Lights Publishing 19 years ago in Vermont in Tiffany 1837 Money clip to ArtScroll. Today, Jewish Lights puts put 25 new books annually, with 300 titles in print. Two years ago, someone bought the 2 millionth Jewish Lights book. "Our books help all Jews understand why you should lead a Jewish life, and provide the resources to help you do so."

Stolow chose to focus his study on ArtScroll and its English-language operation. It's still by far the largest of these operations: Its siddur alone has sold more than 1 million copies, while its cookbooks, by Fishbein, are also top sellers. With some 80 new titles annually and 1,200 books in print, ArtScroll seeks to "legitimate" a form of strict Orthodoxy. But Stolow also says that its books are also emblematic of the planning that goes into religious experiences these days.

As a publisher, ArtScroll began in 1976 Engine-turned money clip general editor Rabbi Nosson Scherman was an educator, and Rabbi Meir Zlotowitz had a modest graphics company - ArtScroll - from which the press got its name, The men knew they were on to something when they published a Megillat Esther to mark a mutual friend's shboshim (30-day mourning period) and 20,000 copies of the books quickly sold out. "Our timing was right," Scherman said. "Yeshiva-educated English speakers wanted to read works in English translation."

Mesorah Publications, ArtScroll's parent company, also runs the Shaar Press imprint, giving it greater latitude, but ArtScroll - "the catchier name," Scherman said - is used more often. Its books are sold "everywhere and read by non-Orthodox Jews, and even Christian evangelists."