So perhaps it’s no surprise that some editorial coverage can lead to ad revenue. The cover of Heeb’s spring 2005 issue featured a Jewish pornography star named _______ using a razor blade to arrange lines of Gold’s horseradish on a mirror. Mr. Neuman was expecting his phone to ring.
“At first, it bothered us,” said Steven Gold, the company’s president. “I called him and said, ‘What’s the deal?’ ”
“I told him, ‘We’re trying to poeticize this fluidity of Jews between their religious and secular self,’ ” said Mr. Neuman, who earned a master’s degree in philosophy from Harvard Divinity School. “ ‘That’s kind of the central premise of the magazine.’ ”
Mr. Gold said he was puzzled, but satisfied. “I don’t know exactly what he said, but it was the right thing because we didn’t get annoyed,” he said. “If someone wants to make lines of horseradish and buys a couple bottles extra, that’s fine.”
After that, Mr. Gold started advertising in Heeb. “We got involved a little bit,” he said. “Did it pay to advertise in it? I don’t know, but it didn’t break the bank.”