Aish dispels the myth that being Orthodox means you cannot maintain some level of modernity in syntax. Slang, puns, and other literary devices invigorate topics that once would have been dry and boring to young readers. (For example, a section called “Jewlarious” includes a cartoon video called “Super Power Poker—Live from Iran.”) The literature about prayer and ritual has a tone of excitement as the literature about more somber topics is tempered with a gentle tone, making it easier to read. Aish clearly understands that if they are not successful with online blogs and articles they will not be successful with getting people in their doors or to their yeshiva.
Aish has mastered the modern uses of media to serve religious purpose. Their outreach transforms old tarnished books into educational audio files, thus harnessing modern technology. The files are accessible on Aish.com or through an MP3 player. Aish, like Chabad, understands that modern technological trends are important to follow. It is easier to have someone pick up their iPod, iPhone, Android or other portable device than to have them read a book. Instead of rejecting these avenues, Aish has captured an audience through them.
Rachel Schiff, “Jewish Subcultures Online: Outreach, Dating, and Marginalized Communities” (Master’s thesis, California State University, Fullerton, 2016), 32-33.