2011 Lighting
Magazine Debuts
ALA Anticipates Best Conference Yet

Rave reviews are pouring in for the 2011 issue of Lighting magazine, produced by the American Lighting Association and Better Homes and Gardens Special Interest Media. For the fifth year in a row, Lighting magazine remains a key initiative of the ALA BiNational Advertising and PR Program.

The magazine is a major sales tool for ALA member showrooms, says ALA Vice President of Communications Larry Lauck who serves as a contributing editor for the magazine.

“So many retailers say this magazine is
their main marketing piece,” Lauck says.
“It’s written for the consumer on the latest
trends in the marketplace, and it further
cements the showrooms as the place to go
for the latest styles and designs the indus-
try has to offer.”
Jim Paolotto and Bruce S. Bellwood
of showroom Tuthill Lighting, Inc. in
Rochester, N. Y., both believe the magazine
should be used as a sales tool.

“Lighting magazine is an extremely
high-quality publication featuring first-
class photography,” Bellwood says. “Most
importantly, customers feel like you have
given them a ‘present’ when they are
handed these magazines.”
The 124-page, full-color magazine
showcases products from manufactur-
ers in ALA and includes articles such as
Seven Showroom Surprises, reinforcing
the message that consumers should con-

Continued on Page 9

According to ALA Director of Conferences Beth Bentley, this year’s Annual Conference – to be held Sept. 11-13 at The Breakers resort in Palm Beach, Fla. – promises to be the best event yet. In fact, Bentley says registrations are up compared to

2010 and the hotel room block is filling up faster compared to last year – sure signs that lighting professionals are looking forward to the industry’s premier event.

“This is the one industry event that
brings all membership categories to-
gether in an ideal situation to build true
relationships and learn from knowl-
edgeable speak-
ers as well as one
another,” says
Bill O’Connor,
conference com-
mittee chair.
“Where else can
you meet with
manufacturers,
reps, show-
rooms, associate
members, ALA staff
Conference attend-
ees can take advantage
of multiple learning
opportunities – not
just in the general
sessions and seminars
that are planned, but also in the unplanned
moments that occur during the magic of
networking with peers. In fact, free time
is built into the schedule so attendees will
have plenty of time to network.

“I always look forward to attending the ALA Conference because it’s an excellent opportunity to talk to other distributors and ask questions you couldn’t ask a competitor in your local

The Breakers The Breakers

The Breakers

market,” says Larry
King, president/
owner of Capital
Lighting Inc. in
Columbus, Ohio. “It
is also a great venue
to meet vendors and
reps in a lot more
relaxed setting than
at Market.”
This year’s venue
is The Breakers
resort, one of
America’s legendary
destinations. The
All audiences will gain valuable

Continued on Page 15

Light Watch

Mark your calendars now for these upcoming lighting events.

July 21

ALA Live Webinar: ENERGY STAR Update 2011:
New Products That Are Part of the ENERGY
STAR Program and How They Can Be
Important to Your Business
Sponsored by Pacific Coast Lighting
August 18
ALA Live Webinar: How to Design With and Sell
Whole House Lighting Controls
September 29
ALA Live Webinar: From Classicism to
Modernism: Applications of Decorative

Sept. 11-13

2011 ALA Annual Conference
The Breakers, Palm Beach, Fla.

ALA/John Arnold Webinars
Sponsored by Lutron Electronics
Company and Juno Lighting Group
June 30 – Web Marketing Basics
July 14 – Web Marketing Strategy
July 28 – Creating an Effective Website
Aug. 11 – E-mail Marketing
Aug. 25 – Online Advertising and
Pay Per Click
Sept. 8 – Social Media Marketing
Sept. 22 – Search Engine Optimization
Oct. 6 – Blogs, Video and Other Media
Oct. 20 – Mobile Marketing

Nov. 3 – Marketing Tools & Technologies

IN THIS ISSUE

2 Government Affairs

6 2011 ALA Annual Conference

9 Technology/Energy Efficiency

10 Education/Training

12 Showroom Management

14 Association News

The American Lighting Association
is a trade association representing
the lighting industry, serving
members and their customers, and
working to protect and advance
the industry while promoting the
sale and application of quality
lighting products.