Why Beis Moshiach Was Established In The First Place
By Rabbi Levi Yitzchok Ginsberg

Having just last week reached the milestone of the three-hundredth issue of Beis Moshiach, which so happened to coincide with the International Kinus HaShluchim, it is appropriate to pause for a moment and make a cheshbon ha’nefesh, to remind ourselves of why Beis Moshiach was established in the first place. Is Beis Moshiach living up to and fulfilling its stated purpose? Is there anything we can do to make it better?

The very concept of a magazine or newspaper is somewhat at odds with traditional Jewish thought. Yiddishkeit is not something that is timely or dated, in the sense that it is subject to change. As Jews, we’re supposed to be concentrating on "Where you have come from, and where you are going." Who created us, and for what purpose? What is the ultimate goal we’re trying to achieve?

A periodical, by its very definition, deals with breaking news, things that pertain only to a specific period of time. For that reason, the articles in a newspaper or magazine aren’t usually very deep, as the subjects they cover are soon outdated. The shelf life of a newspaper is not very long, and it usually ends up in the trashcan in a matter of days.

There’s a very good reason (aside from the technical) why there weren’t any periodicals in the olden days. In previous generations, people were less megusham (coarse) and superficial. They focused more on the past and the future, and were less interested in what was going on right now. Whatever spare time they had was spent learning Torah, or acquiring wisdom that had staying power. Why waste time on something that a few days from now will have already lost its relevance?

Nowadays, however, the generations have deteriorated, and we are living in superficial times. But this is all part of G-d’s plan, for the purpose of bringing G-dliness down into even the lowest levels of existence. Since our basic responsibility to "establish a dwelling place for G-d in the lower worlds" and disseminate the wellsprings of Chassidus outward hasn’t changed, new methods and techniques are required. This is especially true in the seventh generation, when our primary shlichus consists of completing the process of bringing the Divine presence down to earth.

Because of this, we need to bring the Rebbe Melech HaMoshiach’s teachings down to new levels, through means that were formerly considered too superficial or light. Because we aren’t intellectual giants, we can now read a magazine or periodical and acquire the same eternal wisdom of Torah and Chassidus that our predecessors accessed in a more serious manner.

In this sense, a periodical has a distinct advantage over a book, which is generally regarded with more permanence. Every week we wait for our copy of Beis Moshiach to arrive, to see what’s new and what’s going on. At the same time, the subject matter never becomes outdated, and previous issues are just as pertinent and timely as the day they were printed.

But any cheshbon ha’nefesh made by Beis Moshiach is intimately connected to the International Kinus HaShluchim, which is now meeting. For in fact, we are all shluchim of the Rebbe MH"M ("each and every member of this generation"), and all of us are equally obligated in "the only thing that remains in the service of shlichus: to actually greet Moshiach Tzidkeinu" (Shabbos Parshas Chayei Sara 5752).

It has been nine years since the Rebbe shlita uttered his prophecy of imminent Redemption. At the time, the Rebbe emphasized the certainty of his prophecy, stressing that it must be fulfilled and cannot be altered, as it is G-d’s word. Not only has "the time for your Redemption arrived" and we are standing on the very threshold of the Geula, but the "Days of Moshiach" have already begun. The existence of Moshiach in the world has already been revealed; the Nasi of our generation is the Moshiach of our generation, and we can already perceive how he is "waging the battles of the L-rd, and is already victorious in many aspects." The various elements of the Redemption are already in place, and all we have to do is our eyes." The requirement that Moshiach will "build the Beis HaMikdash in its place" has already begun to be met, with the Rebbe having laid the cornerstone for the expansion of 770. Likewise, the "ingathering of the exiles" is already starting, with thousands of Jews arriving in Eretz Yisroel. As the Rebbe also explained, the prophecy of "and they shall beat their swords into plowshares" has also begun to be fulfilled, as evidenced in the United Nations almost nine years ago. All "42 journeys" have already transpired, and the Jewish people are poised to enter Eretz Yisroel. In short, the only thing left to do is greet Moshiach Tzidkeinu, so he can carry out his shlichus and take us out of exile.

Let us now try to recapture our mindset of a few years ago. Try to remember what it was like when we first heard the Rebbe speak of these things. It was like fire! The feeling after every farbrengen was indescribable. The Rebbe MH"M brought us, willingly or otherwise, into the Days of Moshiach. He made us live with Moshiach, breathe Moshiach in the air. From week to week the intensity grew. Every farbrengen had the same effect. We were blown away!

We accepted the Rebbe’s words with complete emuna and bitachon. Our enthusiasm was boundless. Hashem had remembered His people and at long last we were going out of Galus. The Rebbe commanded us to "announce and publicize" the news, assuring us that "the world is ready." And indeed, we responded to the Rebbe’s call with signs and billboards, advertisements, pamphlets, and stickers. Our Mivtza Tanks were decorated with banners –"Get Ready for Moshiach" – under the Rebbe’s picture, "Baruch HaBa Melech HaMoshiach."

And we weren’t reticent about identifying the Rebbe as Moshiach, either. Massive campaigns were conducted to gather signatures accepting the Rebbe’s sovereignty. If you recall, the Rebbe’s response to doing this had been "It depends on Chabad in each location" – i.e., "I’m not going to tell you what to do, but feel free to do as you wish…"

Later, on Yud Shvat 5753, there was no one who could doubt that we were witnessing an official "coronation." The whole world held its collective breath as the Rebbe openly encouraged the holy declaration of "Yechi Adoneinu Moreinu V’Rabbeinu Melech HaMoshiach L’olam Va’ed!" For Yud-Alef Nissan 5753, the message was further conveyed in pamphlets put out by the Lubavitch Youth Organization in Eretz Yisroel, as everyone around the world was encouraged to accept the Rebbe’s sovereignty and say "Yechi," and increase in mitzvos to hasten the Geula.

Even after Zach Adar 5752, and even after the second Zach Adar in 5754, we all withstood the trial and remained strong. The revolution the Rebbe had ignited continued to burn with even greater intensity. The whole world was amazed by how thousands of Jews could continue to believe – in the face of "reality" – that the Rebbe would live forever, and that any minute he would "rise up like a lion" to redeem the Jewish people and usher in the Messianic era. The fact that Chabad Chassidim believed this even more than they believed that the sun would rise the next morning was broadcast and publicized all over the world. Everyone, it seemed, was being drawn into the Moshiach fervor.

And then, the unthinkable happened. On Gimmel Tammuz 5754 we faced the ultimate trial. For a brief moment it seemed as if all our hopes and dreams had been dashed against the wall of "reality," and we had reached a situation of "the eulogizers had eulogized, and the embalmers had embalmed." Was the Rebbe not going to live forever, G-d forbid? Was it possible that Moshiach would arise "not from the living"?

To complicate matters even further, there were some Chassidim who were quick to announce, "We made a mistake," while attempting to pull down the entire banner of Yechi. These were the same Chassidim who only a few weeks before had been firm in their conviction that "Whoever doesn’t believe the Rebbe will live forever might as well throw his tallis and t’fillin into the ocean." (This is an actual quote that circulated in the media, the idea behind which is entirely antithetical to Yiddishkeit. I only mention it to show the level of enthusiasm prior to Gimmel Tammuz.)

As if waking from a state of suspended animation, a faction that had long wanted to forget about the whole Moshiach issue and return to the Lubavitch of old began to hold forth publicly. Things got so bad that an newspaper article even appeared under the heading "Chabad Spokesman: Declaring the Lubavitcher Rebbe Moshiach a Grave Error"…

And yet, it was precisely then that the essence of Lubavitch was revealed in all its purity, an essence that can never change, that is not subject to outside forces or circumstances, and is entirely independent of Chabad leaders or spokesmen. This is the essential emuna of all who are called by the name of Lubavitch, which completely transcends logic, rationality and the natural order.

The world was astounded as Lubavitch continued to declare, and more vehemently than ever, that the true reality is determined only by Torah, Toras Chayim and Toras Emes:

"The Rebbe is chai v’kayam eternally, in a physical body. At any moment he will usher in the full and complete Redemption. We continue to appeal to everyone in the whole wide world: Believe in the Rebbe and his prophecies, and accept his sovereignty with the declaration of Yechi Adoneinu Moreinu V’Rabbeinu Melech HaMoshiach L’olam Va’ed!"

The holy declaration of "Yechi" continues to be heard with ever increasing volume. Rather than becoming more faint after Gimmel Tammuz, it is growing louder all the time.

At the same time, the longer the nisayon continues, the harder it gets. Ad Masai? How long can it go on? Whoever imagined that in the year 5761 we would still be before the complete Redemption?

This is especially distressing in light of the present situation in Eretz Yisroel, which makes it seem as if we’re moving in the opposite direction. But of course, all this was foreseen by the Rebbe, who warned us what would happen if we didn’t follow the Shulchan Aruch with regard to security. What we are seeing now is only the fulfillment of the Rebbe’s admonitions. But these things did not have to happen in the literal sense, because a negative prophecy does not have to be fulfilled if the people do teshuva. (We see this from the story of Ninvei, which was not destroyed even after Yona’s prophecy.) We must continue to have full faith in the Rebbe’s prophecy for good about the coming Redemption, which G-d must fulfill, as well as the Rebbe’s assurance that "the Guardian of Israel neither slumbers nor sleeps" and "Eretz Yisroel is the safest place in the world."

It is axiomatic in Yiddishkeit that every nisayon, even the most difficult, is not the reality, contrary to how it appears on the surface. A nisayon exists only to the human eye. The Torah of Life and the Torah of Truth is immutable. It doesn’t bend or capitulate, no matter how formidable an obstacle may appear.

The Rebbe told us what reality is, and encouraged us never to become discouraged. What the world thinks is reality is not reality, and the world is now sufficiently refined and ready to hear the truth.

In these last few moments of Galus we must remain strong. Despite our dwindling patience, we’ve got to fulfill the Rebbe’s expectations of us. For any minute now we will merit to see the "king in all his splendor," in the true and complete Redemption with Moshiach’s revelation.

And we will emerge victorious, because "greeting Moshiach Tzidkeinu in actuality" is the primary role and shlichus of our generation, and all of us are the Rebbe’s shluchim. As the Rebbe explained many times, the gematria of "shliach," with the addition of ten (alluding to the ten powers of the soul), is the same as Moshiach, as the function of a shliach is to utilize all his powers to that end.

This is also the stated function of Beis Moshiach magazine, which has now, baruch Hashem, published its three hundredth issue. Perhaps more than anything else, its overwhelming success demonstrates that nothing can prevent us from attaining our goal.

The purpose of Beis Moshiach magazine is to raise awareness and encourage every member of our generation to fulfill our unique historical shlichus. It is a total, comprehensive mission that will only be completed when the entire world accepts the Rebbe’s sovereignty, follows his directives and guidance, and believes in his message of "Moshiach Now!"

Everyone in the "Beis Moshiach family" is working toward this goal: writers, editors, translators, as well as everyone involved in its technical production and distribution. Week after week, it reminds us that "The only thing left to do in the service of shlichus is to actually greet Moshiach Tzidkeinu."

Beis Moshiach magazine is one of the primary conduits through which the Rebbe’s will is now being fulfilled. And rest assured that the Rebbe will ultimately prevail, as he stated, "Der Rebbe vet oisfiren."

In the merit of Beis Moshiach (and all the mosdos connected with it, such as Hachnasas Orchim, etc.), the topic of Moshiach is kept on the front burner. Everyone can live with the Rebbe Melech HaMoshiach and be conscious of the fact that Moshiach is not a subject of the past, G-d forbid, but of the present and future.

In the merit of Beis Moshiach, thousands of Jews are writing to the Rebbe and receiving answers through the Igros Kodesh. Thousands of Jews are becoming mekushar, and in turn, transmitting the Rebbe’s message of Geula even further.

The main point, of course, is that Beis Moshiach accomplishes this with ahavas Yisroel, striving to accentuate the positive. Beis Moshiach does not issue attacks, even while refusing to yield an inch in the "battles of Hashem" of Melech HaMoshiach

Our intention is not to pat ourselves on the back. Rather, we wish to reach out to each and every Jew with love and brotherhood, and invite everyone to join us in holy work! Spread Beis Moshiach magazine around! Get all your friends and acquaintances to read it and subscribe! Make sure the Rebbe’s message of Geula gets through undiluted, unadulterated and in its full strength. There’s no need to compromise the Rebbe’s words in order to be accepted by others. We don’t have to lower our profile or try to appear like others. The plain, unvarnished truth will ultimately prevail, because the power with which we operate is not our own, but the Rebbe’s.

Of course, I do not wish to imply that Beis Moshiach magazine can’t be enhanced. We’re only human beings, and there are always ways to improve. Constructive criticism and suggestions are always welcome.

It is sincerely hoped that all our readers feel they are part of one big family, the Beis Moshiach family. May we merit to have really big news to report in next week’s issue, the true and complete Redemption, under the boldfaced heading:

"Yechi Adoneinu Moreinu V’Rabbeinu Melech HaMoshiach L’olam Va’ed!"


A periodical has a distinct advantage over a book... Every week we wait for our copy of Beis Moshiach to arrive, to see what’s new and what’s going on.







When we first heard the Rebbe speak of these things. It was like fire!

The feeling after every farbrengen was indescribable.






There’s no need to compromise the Rebbe’s words in order to be accepted by others.

The plain, unvarnished truth will ultimately prevail.


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