As the definitive translation of and commentary on the 73 volumes of the Babylonian Talmud, the publication of The Schottenstein Talmud by ArtScroll was an historic event. However, generating broad interest in this seemingly esoteric book was a major challenge. RPR created demand for this scholarly work through a campaign carefully targeted to Jewish audiences.

First, RPR identified cities in the U.S. with significant Jewish populations and met with journalists there to explain the historical significance of the book. Then, in order to broaden the book’s reach, RPR widened its audience with two different brand positions. The first presented The Schottenstein Talmud as the foundation of and inspiration for today’s legal system. The second positioned the book not as an arcane scripture but as an inspiring read that was accessible to all. Finally, RPR partnered with an events firm to create high-profile special events, including the presentation of The Schottenstein Talmud to the Library of Congress. This occasion was attended by dozens of senators, including Hillary Clinton (NY), Joseph Lieberman (CT), Arlen Specter (PA), Frank Lautenberg (NJ) and Orrin Hatch (UT).

RPR secured press for The Schottenstein Talmud in virtually every major Jewish publication, including The New Jersey Jewish News, The Jewish Advocate, Jewish Weekand many more. The work was introduced to the general public through coverage inThe Wall Street Journal, The Financial Times, The New York Times, the New York Post, The Miami Herald, The Washington Post, The Chicago Tribune, The Columbus Dispatch, The Los Angeles Times and a number of smaller regional newspapers.