Good news, Jewish moms! No, Jonathan still hasn’t gotten into medical school. Jewish Living is launching next week.

The bimonthly magazine is aimed at Jewish women aged 25-34 and already has a base rate of 100,000 from newsstands and subscriptions sold to Jewish associations.

Unlike Heeb, which is targeted to the self-hating under 30 set, and the Synagogue newsletter, which is best for laughing at the personal ads, Jewish Living wants to be a non-Waspy version of Martha Stewart Living. Think Passover recipes instead of Easter egg decorating tips.

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People always talk about the dying newspaper industry, but no one ever does anything about it. Apparently, complaining about job cuts while reading the news free online isn’t enough.

Roy Peter Clark at Poynter claims it is our duty to buy the actual paper:

And now I pose this challenge to you: It is your duty as a journalist and a citizen to read the newspaper—emphasis on paper, not pixels … Until we create some new business models in support of the journalism profession, we've got to support what we have, even as we create and perfect online versions that may one day attract the advertising dollars and other revenues we need to do what we do well.

That’s like being told to floss your teeth for the good of Johnson & Johnson.

We happen to buy the paper several times a week, let’s be real here: A business model that depends on people’s goodwill to pay for something they can get for free has no chance of universal buy-in.