The Jerusalem Post has launched a new magazine called Dash with the intention of making young international Jewry more aware of Israeli lifestyles. Gilah Kahn-Hoffman, the editor of Dash, said she views the launch as a way "to bring Israel to the young Jewish community around the world." The launch follows a recent series of focus groups that highlighted a broken link between American Jewry and Israel. Young affiliated Jews were asked to list words that sprung to mind when thinking of Israel; the findings included words such as camels, conflicts, Judaism, terrorism and war. Awareness that Israel also has hip-hop music, a gay community and military conscription did not surface. Dash is targeted at 13-18 year olds and intends to fill a void in the market. The magazine is jam-packed full of real life stories, sports news and a wide range of articles on Jewish faith and Israel plus a few pages of easy-to-read Hebrew. Future editions will include articles on army life, popular culture, trends in Israel and sports. The next edition will feature an article on the Sacha Baron Cohen's comedic character Borat by the Post's editor-in-chief, David Horovitz.