Home Subscribe Services Support Us
Print Version

Email this article to a friend


By Rabbi Raymond Beyda

The New York City subway system is one of the most traveled means of public transportation in the world. The stations and the trains are filled with colorful billboards screaming the praises of a variety of products and services as well as entertainment vehicles seeking public recognition and patronage. An experiment is underway that can revolutionize subway advertising. It is an innovation unheard of in advertising circles until now. The Transit Authority personnel noticed that the vast majority of people who walk through subway stations are in such a hurry to catch the train that they look down as they navigate from fare booth to train platform. Based on this consumer behavior, the Authority has begun to sell advertising space on the floors of subway platforms and passageways, which lead from the street to the train.

The idea is novel and its simplicity is brilliant. If the customer won’t look at where I’ve placed my advertising then I will place my advertising where the consumer is looking! Sometimes one stubbornly attempts to get someone to stop paying attention to what he or she is doing in order to get that individual to listen to what one wants to convey. It is much easier, however, to customize one’s presentation to the line of sight of the other person. A picture is really worth a thousand words but only if one’s target audience looks at the picture.

Today when you are frustrated by the lack of attention you are getting – stop. Think for a moment about what will interest and attract the attention of the person whose attention you would like to attract. Don’t ask that he or she look your way but instead put the proposal in front of them in terms that will interest them. It only takes a minute but it will get your message seen rather than ignored.


There is a difference between a man and a woman who ate to satisfaction but who is not sure whether he or she has said the Grace After Meals – Bircat Hamazon. If a man can’t remember if he has said Bircat Hamazon he must say the blessing. A woman who is not sure that she has said Bircat Hamazon should not repeat the blessing. She should say the blessing in her mind without verbalizing the words because the Rambam says that –b’diavad— after the fact this is a fulfillment of the requirement and repetition – according to Maimonides—is not necessary. The man does not have this option of saying the blessing without verbalizing. [Source Yehave Daat, vol. 6, responsa 10]


Rebbi Yohanan said, “Anyone who enjoys Shabbat will be given blessing without limit”. [Shabbat 117b]

Raymond J Beyda

Text Copyright © 2004 Rabbi Raymond Beyda and



View Complete List

Straightening Out The Cause And The Effect
Rabbi Yissocher Frand - 5773

History Reenacted
Rabbi Yehudah Prero - 5767

Learning To Enjoy The Struggle
Rabbi Eliyahu Hoffmann - 5765


Man was Created for Toil
Rabbi Berel Wein - 5770

Basic Concepts and Laws
Rabbi Yehudah Prero - 5761

Wealth, Honor & Property
Rabbi Yisroel Ciner - 5761

Looking for a Chavrusah?

Tightening the Hellenistic Screws: A History of Chanukah, Part I
Rabbi Naphtali Hoff - 5774

Blood Libel
Rabbi Yissocher Frand - 5761

Freeing the Spirit
Rabbi Naftali Reich - 5768

> Miracles of Modesty
Rabbi Yehudah Prero - 5762

Paint the World with Light
Rabbi Label Lam - 5775

Rabbi Berel Wein - 5761

Frumster - Orthodox Jewish Dating

Light Over Darkness
Rabbi Naphtali Hoff - 5768

Rabbi Frand on Parshas VaYeishev
- 5770

Home Alone: The Original
Rabbi Aron Tendler - 5762

How Does a Nation Survive?
Rabbi Label Lam - 5770

Project Genesis Home

Torah Portion

Jewish Law



Learn the Basics




Ask The Rabbi

Knowledge Base


About Us

Contact Us

Free Book on Geulah! Home Copyright Information