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‘Jews.com’ is posted on billboards across NYC — meet the Messianic Jewish preacher putting them up
Billboards have been popping up around New York City, with a simple, if cryptic, message: Jews.com. There are several across from the Barclay’s Center in downtown Brooklyn. There’s one on the Upper East Side. Another looms over a highway.
If you visit the site, however, you won’t find information about Judaism, at least not as Jews understand it. Instead, you’ll find videos of a man named Kirt Schneider. And he’s talking about Jesus.
Schneider is a Messianic Jewish self-proclaimed rabbi — though, when we spoke on the phone about the billboard campaign, he did note that he had not been ordained, nor had he gone to yeshiva. “I realize the Orthodox community wouldn’t understand me as a rabbi,” he said.
Schneider’s mission with the site and billboard campaign — which he said was inspired by a vision he had while sleeping — is to introduce Jews to “to simply look at the evidence” that Jesus is the Jewish messiah, he said.
Most of Schneider’s sermons and writings on Jews.com talk about prophecies throughout the Hebrew Bible that he — along with most Christians — believe prove that Jesus is the messiah. Jesus, Schneider pointed out, was a Jew as were his early followers; he said this means there is no conflict between being a Jew and a Christian.
“What I’m wanting to do is shed the veil and the misinformation over the Jewish people that’s been placed upon them by almost 2,000 years of rabbinic tradition and to help them see through at least some of that,” Schneider told me. “I love my rabbis, but I think there’s been a coverup in the sense that rabbis have tried to prevent the Jewish people from taking a serious look at Jesus. I believe that Jesus is the Jewish messiah.”
But, of course, for centuries now, one of the main differences between Judaism and Christianity — arguably the defining difference — is that Jews do not believe that Jesus is the messiah, and Christians do. And that difference of opinion has driven centuries of antisemitic persecution of Jews, who Christians have accused of killing Jesus, going against God and taking part in a demonic cult by continuing to practice Judaism. Jews, for their part, often see proselytizing as disrespectful and harmful; every Jewish denomination as well as many major groups reject Messianic Judaism as a form of Judaism, and most scholars consider it a form of Protestant Christianity.
A vision of billboards
This is not the first time Schneider has attempted to bring Jews to Jesus; he runs a TV show on Christian cable networks called Discovering the Jewish Jesus, and has radio shows on the same topic — success that has made him a millionaire, thanks in part to donations from believers. He even blessed Donald Trump as part of a group of evangelical pastors and televangelists.
This is not even Schneider’s first billboard campaign targeting Jews; he ran billboards in Times Square in 2019 advertising a different website, theJewishJesus.com, also attempting to bring Jews to Jesus. (Schneider would not answer how he paid for these expensive billboard placements beyond saying that he had been “very successful” in his career.)
Schneider was raised as a secular Jew, and was bar mitzvahed at a Conservative synagogue in Cleveland, Ohio. However, in his early adult years, while working as an encyclopedia salesman — in a story he has written about online and repeated almost verbatim to me over the phone — he had a vision of Jesus on the cross while asleep, or, as he put it, in a “supernatural state of conscious awareness.”
From then on, despite the best efforts of his family, he became a follower of Jesus.. (The billboard campaign, he told me, was also the result of a vision.) Schneider just does not consider following Jesus to make him any less Jewish, because Judaism, to him, is purely carried by blood, not belief.
“A Jew is someone who is born a physical descendant of Abraham, Isaac and Jacob. You can be a Jew and be an atheist and still be considered a Jew, you can be agnostic and still be considered a Jew,” he said. “The only Jews that aren’t considered Jews are the Jews who believe in Jesus,” something he said was “very sad.”
This is why Schneider said he does not refer to himself as a Christian; the term, he said, comes from the Greek word for messiah. He wants to emphasize his belief that Jesus is specifically the Jewish messiah through avoiding Greek in favor of Hebrew terms like “moshiach.”
“A Christian is someone who is not born a Christian, technically, a Christian is someone who makes the decision to follow the Christ. I am a Jew, and I believe in the Jewish messiah,” he said. “And if you want to use the Greek, then I’m a Christian.”
Schneider’s sermons and writings on jews.com are similarly peppered with small bits of Hebrew: He refers to God as “Hashem” and Jesus as “Yeshua,” the Hebrew form of the name, both of which are common practices in groups Messianic Jewish groups including Jews for Jesus. In some videos — though not those on jews.com — he sports peyot (sans kippah) and a tallis, as though he is Hasidic, all choices he makes, he said, as a way to “incorporate his Jewish identity” into his discussions of Jesus.
But aside from those aesthetic markers, Schneider makes little mention in the videos on the site of the usual Jewish practices, like keeping kosher or observing Shabbat, and instead focuses on Jesus. And though he may prefer not to call himself a Christian, he did attend a Christian Bible college where he met his wife and even preached in “mainline” Protestant Christian churches in 1985, before becoming a salesman for several decades. He founded his current ministry, Discovering the Jewish Jesus, in 2002.
Bringing ‘Messiah Yeshua’ to Jews
Messianic Jewish organizations have long sought to convert Jews to Christianity, and have incorporated markers of observant Judaism as a strategy to attract Jews to the fold — one of the reasons various Jewish organizations have sometimes labeled Messianic Judaism a form of antisemitism and fraud, arguing that by representing themselves as Jews, they confuse people into attending their services or believing they speak on behalf of the larger Jewish community.
Schneider is taking a page out of the proselytizing playbook beyond his aesthetic and linguistic choices; his jews.com billboards are placed in the New York City area. And outside of Tel Aviv, he has a Hebrew language campaign with billboards asking passersby, in Hebrew, “What if he was right?” There’s a matching website for that campaign, too, also in Hebrew.
On the main website of his ministry — where monthly donors are promised a shofar made in Israel — there is a page about “Jewish outreach” that states “God has placed a specific burden on Rabbi Schneider to lovingly, directly, and faithfully bring the truth of Messiah Yeshua to Jewish people,” and create a “spiritual harvest among Jewish people.” The billboards concentrated in the heavily Jewish areas of Tel Aviv and New York City, are Schneider’s attempts to do just that.
“This thing is going to blow up,” he said of his attempts to bring Jews to Jesus, “and nothing’s going to be able to stop it.”
The post ‘Jews.com’ is posted on billboards across NYC — meet the Messianic Jewish preacher putting them up appeared first on The Forward.
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Teen slashed in Brooklyn synagogue by fellow congregant
(JTA) — A 14-year-old boy was slashed on Monday evening inside a Brooklyn synagogue by a suspect the police called an “emotionally disturbed person.”
The 22-year-old suspect, Krybus Shimon, is a fellow congregant of Yeshiva Gevoah Toldos, an Orthodox synagogue in Borough Park, the New York Police Department said. He was taken into custody and charged on Monday with assault, reckless endangerment and criminal possession of a weapon.
The boy’s hand was slashed with a “cutting instrument” and he was treated by emergency medical services on the scene, police said.
The incident is not currently being investigated as a hate crime, and it’s not yet clear what led to the slashing.
Borough Park is one of the largest Orthodox enclaves in the United States, home to about 96,000 Jews, according to UJA-Federation of New York.
In January, the neighborhood was hit with a spate of antisemitic vandalism. Over 70 swastikas and the words “Adolf Hitler” were sprayed over two days across Gravesend Park, a playground in Borough Park. Two 15-year-old boys were arrested for the vandalism and charged with aggravated harassment and criminal mischief as a hate crime.
New York Gov. Kathy Hochul last week announced a record $70 million in security funding for houses of worship, schools, community centers and other nonprofit organizations that are vulnerable to hate crimes and attacks because of their ideology, beliefs or mission.
This article originally appeared on JTA.org.
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Staunch Israel supporter Coons expected to win Delaware Democratic Senate primary handily
(JTA) — Delaware incumbent Sen. Chris Coons, a longtime supporter of Israel, is expected to easily win Delaware’s U.S. Senate primary on Tuesday, despite criticism from party progressives.
Coons, a mainstay of the Senate Foreign Relations Committee, has repeatedly backed measures to bolster Israel’s capacity for self-defense. He also joined a bipartisan delegation to visit Israel immediately after the October 7, 2023, Hamas attacks.
But the senator has faced pushback in recent months for his refusal to back measures that would cut military aid to Israel.
This past spring, he was one of just seven Democrats to join Republicans in voting against a resolution authored by independent Vermont Sen. Bernie Sanders, which sought to stop the sale of military bulldozers to Israel. Coons was among just 11 Democrats who opposed a second Sanders resolution that proposed similar sales bans on massive bombs and other defense equipment.
Coons has served nearly three terms in the Senate. He won a special election in 2010, about a year after Joe Biden resigned to become U.S. vice president, and then went on to secure two full terms in 2014 and 2020.
In Tuesday’s primary, he will face off against artificial intelligence systems builder and historian Jeff Appelhans, naval architect and marine engineer Mary Louve and a former business executive who changed his legal name from Eric Hansen to E. No-Trump Hansen.
While Coons has earned endorsements from establishment Democrats, such as Delaware Sen. Lisa Blunt Rochester and Gov. Matt Meyer, he has drawn criticism from party progressives for both his support of Israel and the financial backing he gets from the American Israel Public Affairs Committee, the pro-Israel lobbying group.
Of Coons’s opponents, the most vocal critic on Israel-related policy has been Appelhans, whose campaign priorities included ending U.S. support for Israel’s war in Gaza. Appelhans slammed Coons for voting against the Sanders bills, writing on his campaign site that “the liberal consensus moved to block the sales.”
Appelhans condemned Coons’s voting record on “moving armaments to Israel,” noting in a recent interview that “there’s never been a vote that he’s stopped” on this issue. He was speaking with Delaware Public Media last week as part of a series of candidate interviews.
Regarding the conflict in Iran, Appelhans slammed “Congress’ unwillingness” to challenge the president, noting that “there was very much a sense that Israel would be a staunch ally and they could sort of get this done really easily.”
In the same radio series, another candidate, Louve, expressed uncertainty as to “why we’re still backing Israel,” while acknowledging the country’s history as a U.S. ally.
“Is it worth us continuing to step up for a bully?” she asked. “It’s aggression that is unnecessary that’s continuing to escalate because we’re helping it.”
Hansen did not participate in these conversations, Delaware Public Media stated.
This summer Coons pledged to stop taking donations from the data company Palantir, which has come under scrutiny for its work with the Israel’s Defense Ministry, the U.S. military and U.S. Immigration and Customs Enforcement, according to the nonprofit news site Spotlight Delaware.
Despite his more centrist reputation, Coons has had significant criticism for the Trump administration’s strategies in Iran. In his own Delaware Public Media interview, Coons accused the president of selling the conflict “as a cheap, quick war.”
While little polling data was available ahead of Tuesday’s race, the Polymarket predictions site gave Coons a 99.7% chance of winning as of Monday evening. In his last primary in 2020, Coons defeated a progressive opponent, Jessica Scarane, with nearly 73% of voter support.
Regardless of Tuesday’s outcome, the victor is expected to easily defeat the Republican challenger in the November general election, with the Cook Political Report deeming Delaware “solid” Democratic territory.
This article originally appeared on JTA.org.
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Noah Wyle wins an Emmy for playing one of TV’s most Jewish doctors
(JTA) — Noah Wyle on Monday night won his second consecutive Emmy for playing Dr. Michael “Robby” Robinavitch on “The Pitt.” The win also marked a second victory for one of television’s more fully realized Jewish characters.
The actor won Outstanding Lead Actor in a Drama Series for the HBO Max medical drama, which also won Outstanding Drama Series for the second year in a row. In his acceptance speech, Wyle recalled growing up in Los Angeles and said, “This is all I’ve ever wanted to do, and this is the only club I’ve ever wanted to join.”
For Jewish viewers, the significance of Wyle’s victory goes beyond the actor’s own Jewish ancestry. In the first season, Robby was seen reciting the Shema at one of his lowest moments, turning what might have been a throwaway piece of character background into an intimate expression of fear and faith.
In the second season, Wyle, who is also a writer and executive producer on the show, pushed that dimension further. An episode he wrote dealt with the trauma of the 2018 Tree of Life synagogue shooting in Pittsburgh, while also exploring Robby’s complicated relationship with his Jewish faith.
Wyle has described Robby’s faith as something he is still “grappling” with — including the question of whether he has faith at all. The Shema scene, he said, functioned almost like a child’s primal plea for help.
Wyle was not the only Jewish winner of the night. Saul Metzstein, the Scottish Jewish director whose father was the prominent modernist architect Isi Metzstein, won Outstanding Directing for a Drama Series for “Slow Horses.” Metzstein had been competing against Wyle, who was nominated for directing an episode of “The Pitt.”
Those two wins were among the relatively few Jewish victories at this year’s ceremony. Jewish actors including Jason Segel, Lisa Kudrow, Harrison Ford and Hannah Einbinder were among the nominees but did not win in their categories.
“Nobody Wants This,” the Netflix show about a rabbi’s romance with a non-Jewish podcaster, was nominated for Outstanding Comedy Series but lost to “Widow’s Bay.”
An Emmy was also awarded to a Jewish actor and director whose death in 2025 stunned the industry and a legion of fans. Rob Reiner, who was killed in December with his wife, Michele, won a posthumous Emmy for his guest role as a kind dispenser of business advice on “The Bear.” Reiner’s award was presented at the Creative Arts Emmys earlier this month, rather than Monday’s televised ceremony.
Reiner, before going on to direct Hollywood classics like “This Is Spinal Tap,” “The Princess Bride” and “When Harry Met Sally” won his first two Emmy awards in 1974 and 1978 for playing Mike Stivic, the liberal son-in-law of Archie Bunker on “All in the Family.”
This article originally appeared on JTA.org.
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