"We have proven this many times - in the moment of truth, even when we are facing capitalists or lawsuits, we stand by it," says journalist Einat Fishbein, publisher of "The Hottest Place in Hell". Strategic among the three largest independent press sites in Israel, under one organizational structure.
In a conversation on the podcast of the Israel Press Institute, Fishbein tells how her personal dream insisted on becoming a reality in the days when independent journalism sounded like science fiction; explains why the union with the "Seventh Eye" and "transparent " is anything but an admission of failure and hangs up on the murky relationship that was created with the reporter who became more identified with the place - in the absence of borders.
A small part of the conversation is presented here in the article. Listen or watch the full conversation.
"Tik Tok" with Einat Fishbein (Walla system!)
"The investigative programs define themselves this way, but I'm talking about a program that is free of obligation to capitalists, politicians, publishers and interested parties"
Let's start the reunion party: after a decade of activity, "The Hottest Place" is uniting with the "Shakof" association and with the media review website "The Seventh Eye" (which merged with "Shakof" already two years ago).
greetings
Tell us how the business will actually work?
"The three largest independent media outlets in Israel are merging administratively, but each will maintain its systemic independence, its branding, its staff and essentially its content. We found that we believe in different fundamental values, and with the union we will be able to move forward and grow. Think about how to not only survive, but reach Further. We are putting a new player on the Israeli press map. This is our ambition."
What is meant by "core values"?
What do you agree on?
"We all agree that investigative journalism is our highlight. This is a topic that in recent years has not existed in most media outlets in Israel. There are very few investigative reporters, one program on television and one department in one of the newspapers."
I know more than one show, or rather - at least one on each channel.
"They define themselves that way, but I'm talking about a plan that is free of commitment to capitalists, politicians, publishers and stakeholders.
She is truly fearless.
I think we have proven it, each of us - that in the moment of truth, even when we are facing capitalists or lawsuits - we stand by it.
Both on unpopular topics and opinions and against the current we are in.
It sounds cliché, but it's true."
Give me an example.
"We deal with issues such as the Bar Association, when the phenomena that occur in it, let's say during the Efi Neve period, their effects hurt both people from the right and from the left."
That is, you are basically saying: we will also act against the left
"That's right, there was a central government here, and we acted. Look, I mention that I grew up as a social reporter in the mid-nineties, in the Rabin government. I started in the local media and became established at the Shokan network's 'Ha'ir' newspaper. From there I moved to Yedioth Ahronoth, but in terms of the core, I learned what I know about A critical press, which criticizes the centers of power, in the localities. All this happened under left-wing governments. My harshest criticisms then were against the Shinio Party, not Shas.
Also in the last year, we had a very harsh criticism of Minister Merav Michaeli, regarding the issue of transportation and her unfulfilled promises."
"In the last year, we had a very harsh criticism of the Minister of Transportation."
Merav Michaeli (Photo: Reuven Castro)
The fig leaf of Yedioth
"But it's not that I look back and am shocked. I had no doubt that we were serving the forces of evil and the dark, and at the first opportunity I had, I left to establish 'the place'"
And yet I want to dwell on "Yediot Ahronoth" for a moment.
A few weeks ago, "Ein Shaviait" published an extraordinary project in its scope about what was dubbed the "Yodiot method" and the way in which the publisher Noni Mozes corrupted the newspaper's reporters and editors in order to achieve the group's business goals. Were you surprised?
"No.
I started at Yediot as deputy editor of Nir Bachar in the supplement '7 Days', then Nir Hefetz came to be my editor and I stayed there for another two months, and left for a long time.
Then I returned to '7 Nights', and spent the last part as a reporter on '7 Days' when Aviv Baron was my editor.
In terms of interference, I was, as mentioned, a social reporter and I probably wasn't important or interesting enough to be bothered.
I also think it was very convenient for the newspaper to have someone who, if they say about the newspaper that it only serves capitalists, they can use me as a fig leaf and say 'but she writes for us'.
"But it's not that I look back and am shocked. I had no doubt that we were serving the forces of evil and the dark, and at the first opportunity I had, I left to establish 'the place'."
"I had no doubt that we were serving the forces of evil and the dark."
Beit Yediot Ahronoth (Photo: Reuven Castro, Photo: Reuven Castro)
"Every month I put about NIS 120,000"
"During the social protest it became absolutely clear to me that there is no connection between the journalism I work for and the journalism I believe in"
Tell me how the decision was actually made.
"During the eight years I worked at Yediot, I gave birth to my three daughters. It was not a period of professional flourishing for me. Then came the summer of 2011, and with it the social protest. It became absolutely clear to me that there is absolutely no connection between the journalism I work for and the journalism I believe in. The journalism that I believe in is journalism that makes a difference.
"In the process, I understand that this story that I believe in cannot be told in the mainstream.
I realized that I could do what I wanted in Yedioth's '7 Days', which was then the so-called supplement in Israel, but that I would have no possibility to change the direction of the ship, which serves capitalists.
It should be remembered that the only independent media outlet operating in Israel at the time was Tal Schneider's 'Plug'.
Even 'The Eye' was still in print.
"Indeed, as soon as I had the opportunity, I left Yediot. At first I thought of my own little blog where I would bring stories, and I realized that I could not do such a thing without an editor sitting over me. Then I met Irit Dolev, who was my partner in the journey and the first editor of 'The Place.' From there the idea grew for a media outlet that will have more writers and more people and more columns and the agenda that I believe in, which is mainly social. Later Sharon Shaporer joined and took the place in the direction of capital-government, investigations, and so on. At a very early stage, I realized that for me this media outlet would change the order Hayom: I am not committed to the political story nor to my security, the social story and what is happening to the people in this country is more important."
And who finances all this?
"Until the corona virus, the funding was almost exclusively mine. Luckily, I had the money to put it on."
How much money was involved?
"Each month I put in about 120,000 shekels. Look, the problem of 'The Place', also in relation to the 'Shakof' association, is a disproportion between the journalistic work and the distribution ability, which is good and great, and the income. I am the independent media body with the most hits and views. In good months we can reach 300,000 uniques, and there are many good months."
And how many supporters did you have?
"Until we united with 'Hain' we had about 2,000 small supporters. For comparison, 'Shakof' and 'Hain' together have 6,000. We are a limited liability association and foundations cannot and did not support us, and I am satisfied with that.
In the end, it's better for us without, and the method of your small supporters is better."
And what if the new fund, for example, offered a huge donation?
"It was very problematic because I see myself as someone who should write about them as well.
By the way, not that I have a problem with them, but I've never received funding from them and I'm totally fine with that,
Let's face it, in this essay there is actually an admission of failure.
"Look, I'm not the CEO of a company, and I won't say I'm an excellent economist.
By the way, I have been working on self-empowerment for the past year - I must not say that I am not a good manager - but that I am a manager with a unique style.
I was never educated to leave the journalistic issue and work to bring in money, and the price accordingly."
One thing I didn't understand: if you keep all the manpower as well as the content, what will the union actually give you?
"We had excellent campaigns that brought in quite a bit of money, but it was in peaks.
Sometimes we reached NIS 300,000 in donations in two months.
But my problem is the current.
Someone has to work bringing in money and talking to the people who give you money.
We have an editor, sub-editor, producer and so on.
But you see there are five editors and only one person until 1:30 p.m. who deals with administration.
it is not enough.
Journalism costs a lot of money."
Shattered?
"I only think about the good of 'the place'"
Is it true that there was a drop in donations after Sheporer left?
"There was a slight decline. Because Sharon said what she said, and I say what I am now - congratulations and success in the future"
Once and for all: What actually happened between you and Sporer?
"I can't say what happened or speak for her. I can express infinite appreciation for Sharon as a reporter and as a person, and for her contribution to the place that cannot be overstated."
It's strange, you worked together for 5 years as a couple.
Nobody here thought about the "best interests of the child"?
"I only think about the good of 'the place', even at the expense of my own good. It comes before everything."
Is it related to the article about Gili Musinzon?
"Absolutely not, although I understood that he dug about it on the networks. The story is related to working relationships, disagreements that gradually deteriorated and clouded our personal relationships. Sharon's departure is the most painful and most difficult thing in the decade that 'the place' has been in existence, and there were many painful things."
And maybe the problem really is your "unique management style"?
There is quite a turnover of employees on the site.
"I don't agree. There were four editors here in ten years, one of whom was there for about a month (Avi Zilberberg D.W.) and we realized very quickly that it was not appropriate. Being an editor in an independent press and leaving after 3 years sounds problematic to you? Not to me."
I'm talking about interpersonal relationships, according to Sharon's tweets, the breakup was very emotional.
"Tell you honestly? I think I have a problem with boundaries, which I deal with in other ways than in podcast interviews. Often in 'The Place', because of its unique structure - and by the way, this is one of the reasons I'm glad we're uniting and this structure will change - which is all That's how small personal problems arise. This happens because the publisher and financier is a reporter and also an editor part of the time, and also a friend of some of the staff members.
And it's hard to maintain a system when you're both the boss and a friend of your employees."
Is it true that there was a drop in donations after her departure?
"There was a slight decline. Because Sharon said what she said, and I say what I am now - congratulations and success in the future."
"Congratulations and success in the future."
Shaforer (photo: screenshot, Wikipedia)
"We didn't choose Mi Tu - he chose us"
It was evident that the direction the place was headed (mainly because of Sharon) was the issue of sexual harassment.
While this is a very important topic, it is not what you envisioned when you set out.
You aimed at social issues.
"Tomer Michaelzon (former D.V. website editor) wrote a crazy article about the abuse of Mako and we thought it would be the next Mi-To. It didn't happen in the meantime, but there was a wave of articles dealing with the issue. As for Mi-To, we didn't choose him but he chose us More than once, I, Masha Aberbuch, Revital Hovel, and Sharon declared, announced and said that enough is enough. You have to understand, the prices of dealing with these issues are so high. At my level, I use the services of a psychologist who gives professional help to the women of the team. You hear horrifying stories It has a very high mental price."
There is a feeling that the independent press is attracted to barangay stories, that is, to stories about what is happening in other media.
This happens, among other things, because it is accessible, close and guarantees a conversation on Twitter.
But from a journalistic point of view, it is not more interesting whether there is misconduct in a large law firm or in the banks?
"It's interesting because we had a conversation about it in the system. Look, I don't think that if he gets near from Bank Hapoalim he will move aside for Mako. But yes, there are stories that don't let you go. The decision not to tell the story is also a decision. There is a stage where the story says : You have to tell me."
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Einat Fishbein
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