Putting out one's own magazine leads to paying much closer attention to other publications than). the average person does. This week Supersol was dumping out a magazine entitled Jewish Insights (with a spare modern all caps font for the word "Jewish" and a serifed lowercase, slightly angled font for "insights." The subtitle all fits under the first word and is in a similar font" "Where to see what's Now, Next & New in our world" is what it says.) So the date appears in the upper right hand corner as March/Adar 2008 and the upper left hand corner declares this to be "Issue #1." So a new magazine, right? But the content, design, and even the ads all evoke the Jewish Entertainment magazine that has been around for close to two years now. In fact, I am fairly certain, that the name Zweig that appears in this magazine is one and the same as the one that appeared in JE. So what gives with the change of name and disassociation with the former name? Usually, one works hard to build up name recognition, and that is actually assigned a value in terms of good will. So why the break? Is this like the case of the performer formerly known as Prince who took on a new name and a new identity? In that case, though, everyone had to keep referring to him as "the performer formerly known as Prince," for his new name was a symbol that could not be pronounced. But here the former identity is erased as this magazine declares this to be its very first issue. I wonder if this is some type of response to whole Lipa Big Event concert. Perhaps the people behind this magazine feared that the title would make it subject to a similar ban due to its stress on entertainment, which may be viewed as threatening in the same way Lipa was seen to be threatening. Of course, that is pure speculation on my part, but given the timing of this issue, it would make sense.