At Magazine

At was an Israeli women’s magazine founded in 1967. For more than five decades, it formed part of the country’s popular press and cultural landscape. Established by the Maariv newspaper group as a response to the established women’s weekly La’Isha, the magazine developed its own editorial identity through fashion coverage, lifestyle features, family-oriented supplements, public interviews, and special events. Its history reflects changing expectations of women’s magazines and the broader transformation of Israeli society.

Founding and early years

At began in 1967 as a monthly magazine and later became a fortnightly publication. Its first editor was Yosef Lapid, who remained in the position until 1974, when he took a year’s leave. He was succeeded by Sarah Ripin, who had served as his deputy and edited the magazine until 1980. During this period, At developed a visible feminist dimension while continuing to combine fashion and lifestyle content with subjects connected to women’s lives and the family.

The magazine’s name was chosen by graphic designer Dan Reisinger, its first graphic designer. The brief, direct name gave the publication a distinctive identity and helped establish it in Israel’s competitive magazine market.

Editors, supplements, and a wider readership

Deborah Levin, who had been the magazine’s fashion editor from its first issue, became its next editor. She remained in the role until her death in April 1986. She was followed by Yehiel Limor, who came from the Maariv editorial system and edited At until December 31, 1990.

Under Limor, the magazine expanded through a series of supplements. These included Atah, aimed at men; the children’s magazine Chouper; and, for the first time in Israel, a separate crossword supplement. This expansion gave At a more family-oriented profile and showed how a women’s magazine could broaden its readership without abandoning its original audience.

Yael Paz-Melamed became editor in 1992 and added the supplements At Gourmet and At Beauty. They extended the magazine’s coverage into food, personal care, and lifestyle. Ofra Mizrahi edited At from 1996 through 2013, continuing the publication’s long editorial history across a period of major change in Israeli media.

Ownership changes and the final print years

In December 2012, an agreement was signed to sell Maariv and the group’s magazines to publisher Shlomo Ben-Zvi. The magazines subsequently came under the ownership of Techelet Communications. In June 2014, At was sold to Yuval Sigler, publisher of the weekly Time Out Israel, and moved to a monthly format. Adi Oz served as editor from 2014.

The magazine’s changing schedule and ownership reflected the pressures facing print publishing, yet At continued to operate as a recognizable platform for fashion, lifestyle, and public culture. On August 3, 2021, the editorial staff announced that the Rosh Hashanah issue would be the final printed issue.

Fashion, public life, and Israeli culture

At became particularly visible at the intersection of fashion, media, and public life. During the campaign for the twentieth Knesset, it attracted broad attention through a fashion photography project featuring Michal Herzog and Sara Netanyahu, the wives of the two candidates for prime minister. The magazine prepared two editions with similar content but different covers, each featuring one of the women. The project demonstrated the publication’s ability to turn fashion coverage into a widely discussed cultural and media event.

During the campaign for the twenty-first Knesset, the magazine published an interview conducted by Sandra Ringler with Sara Netanyahu. From 2016 onward, At also organized the Israeli Fashion Awards ceremony. In doing so, it moved beyond reporting on fashion and took an active role in creating public recognition for professionals working in Israel’s fashion industry.

The “New Models” and “At Models” competitions

In 2003, At organized the Israeli modeling competition New Models. The event was broadcast on Channel 2 by the broadcaster Teled and hosted by Sigal Shachmon. In 2004, the competition was renamed At Models and hosted by Aki Avni. These events extended the magazine’s reach beyond its pages and established it as a producer of nationally visible entertainment and fashion programming.

Why At Magazine belongs in Moreshet

At merits inclusion in Moreshet because it documents an important chapter in Israeli journalism and popular culture. Founded in 1967, it provided a sustained platform for subjects connected to women’s lives and family life in Israel, while also developing influential coverage of fashion, beauty, food, children, men, and public affairs.

Its history is also a record of the people and editorial institutions that shaped Israeli media, including editors Yosef Lapid, Sarah Ripin, Deborah Levin, Yehiel Limor, Yael Paz-Melamed, Ofra Mizrahi, and Adi Oz, as well as designer Dan Reisinger and the many cultural and fashion figures who appeared in its pages and events. At’s evolution—from monthly magazine to fortnightly publication, later returning to a monthly format and eventually ending its print edition—mirrors the changing economics and habits of the press. Preserving that history on Moreshet.com gives readers a lasting way to understand an influential part of Israel’s media, fashion, and social heritage.