When Sid Rosenberg boarded a plane for Israel in January 2024, he entered a country still reeling from the October 7 terrorist attacks. The longtime 77 WABC host became the first news/talk radio personality to take his show to Israel after the attacks, broadcasting from a nation at war while many observers watched from afar.
More than two years later, Rosenberg continues to return. The host of Sid & Friends in the Morning is preparing for what will be his fifth trip to Israel since the attacks. While previous visits centered on live broadcasts from the country, this trip carries a different purpose. Rosenberg will speak at the JNS International Policy Summit while also visiting parts of the country he hasn’t previously explored.
Still, his reasons for returning remain largely unchanged.
“I knew when I went that first time that I’d be going back,” Rosenberg said. “This is going to be my fifth trip.”
For Rosenberg, the connection extends beyond professional obligations. He says the relationships he’s built and the experiences he’s had in Israel have made the country a regular destination rather than a one-time assignment. The 77 WABC host recalled first meeting JNS CEO Alex Traiman shortly after the attacks. Rosenberg heard Traiman on the radio while searching for voices who could explain conditions on the ground in Jerusalem.
That interview led to a friendship that continues today.
“I think he’s been on my show nearly 200 times since October 9, 2023,” Rosenberg said. “Whenever I go to Israel and do my shows live from Israel, I do them from his studios in Jerusalem.”
More Than a Broadcast Trip
Although Rosenberg’s first trip generated headlines because of its timing, he said the decision wasn’t driven by publicity. Instead, he viewed the journey as something he had wanted to do long before the attacks occurred.
“For the first 56 years of my life, I’d never gone,” Rosenberg said. “Then I went three months after October 7. The war was raging. There was still blood in the kibbutzim. It was a really scary time.”
That visit changed his perspective. As a result, Rosenberg made a commitment to return regularly. He said he decided after that first experience that he would visit Israel at least once or twice each year. He’s followed through on that promise.
“This trip is more of a vacation than work, which is the first time I can say that about Israel,” Rosenberg said. “But after that first visit, I decided I would go at least once, maybe twice, every year, and I’ve kept that promise.”
The upcoming visit also differs from previous trips because Rosenberg won’t broadcast his radio show from Israel. Instead, he’ll participate in the International Policy Summit alongside prominent political and media figures.
“It’s a huge honor to be speaking alongside Netanyahu, Huckabee, and all these other people,” Rosenberg said.
Seeing Israel Firsthand
Rosenberg believes one of the biggest problems in discussions about Israel is that many people offer strong opinions without ever visiting the country. Consequently, he argues that firsthand experience provides a level of understanding that’s difficult to replicate through television coverage or social media commentary.
“A lot of people have opinions about Israel,” Rosenberg said. “The truth is that a lot of people in my business are buying into narratives that Israel is committing genocide and killing babies. They don’t really know because they don’t go there.”
He pointed to the interactions he has witnessed between different groups living throughout the country.
“You have Muslims, Christians, Jews, and others living together in Jerusalem,” Rosenberg said. “For the most part, they get along very well.”
Because of those experiences, Rosenberg believes his visits help him provide listeners with a more informed perspective when discussing events in the region.
“I’ve been there. I’ve seen this. I’ve experienced that,” he said. “It does lend credibility to what I’m saying.”
Yet Rosenberg insists credibility isn’t the primary reason he boards a plane for Israel.
A Connection That Keeps Growing
The host acknowledged that many people travel to Israel for different reasons. His connection, however, has deepened with each visit. Relationships formed through his work have become friendships. Professional contacts have welcomed him into their homes. Meanwhile, repeated trips have allowed him to see parts of the country that most visitors never experience.
“We’ve become very close,” Rosenberg said of his friendship with Traiman and his family.
That connection helps explain why Rosenberg continues returning even when travel to the region presents challenges. His upcoming trip nearly changed after recent military tensions involving Iran created uncertainty about travel conditions. Rosenberg said his wife and son ultimately decided not to make the trip because of concerns about safety. Despite that uncertainty, he still plans to go.
“A week from today, my intent is still to go,” Rosenberg said.
Ultimately, Rosenberg says his reason for returning comes down to identity, faith, and a personal connection to the country.
“I go because I’m Jewish,” Rosenberg said. “I believe every Jew should visit Israel at some point.”
The veteran host says he feels different every time he arrives.
“I love my people. I love the country. It’s a beautiful place,” Rosenberg said. “I feel different when I’m there.”
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
