January/February 2013 • Volume 43, No. 1
www.americanlightingassoc.com
ALA Launches new
Consumer Blog to
ALA Mobilizes Industry Momentum
with new, expanded Programs
Raise Awareness
of Lighting
The American Lighting Association
will introduce several
new initiatives and expand others in 2013 as
part of its goal to provide value to its members and strengthen
their bottom lines.
▶ Develop a new interactive web ap-
plication with Meredith Publishing
whereby consumers
can simply send a
text to request a free
Lighting magazine
▶ Distribute 300,000
Lighting magazines
through member
showrooms and on
newsstands
▶ Explore placing
banner ads promot-
ing ALA’s Lighting
magazine on two to
three popular home-
improvement websites
such as Kitchens.com,
HGTV, etc.
Action Agenda
TWENTY THIRTEEN
The objectives were
approved by the ALA
Mobilizing industry momentum.
Board of Governors
Executive Committee
in November 2012
and are outlined in
the 2013 Action Agenda, mailed to members in December 2012.
Among the new initiatives being
introduced in 2013 are:
Government Affairs
BiNational Advertising
and PR Program
▶ Launch a television series in cooperation with Meredith Publishing
entitled Better Lighting that will
showcase the 2013 Lighting magazine
and discuss the latest trends for lighting the home; this show will air on
▶ Participate in and monitor the
California Energy Commission’s
task force that is working to develop
voluntary requirements for a high-quality, residential LED lamp known
as the “California Quality Lamp”
150 syndicated Meredith TV markets,
reach 1 million households and feature an ALA lighting designer
▶ Urge the EPA to approve controls as
an ENERGY STAR-qualified product
by championing controls as a positive,
effective tool to meet lighting energy
efficiency goals
▶ Partner with NEMA and work to gain
LEED points for lighting
Continued on Page 7
Light Watch
The American Lighting Association recently launched a new blog
( http://blog.americanlightingassoc.
com) to expand consumers’ awareness of lighting, controls, ceiling-fan
products and the showroom channel of
distribution. The implementation of the
blog will also boost the ALA website’s
search engine optimization for popular
lighting-related key words.
Mark your calendars now for these
upcoming lighting events.
Jan. 17-21
Dallas International Lighting Market
Jan. 18
Market Seminar: Demystifying Low-Voltage
Landscape Lighting ( 8 a.m. – 9:30 a.m.)
Market Seminar: How to Create Beautiful Kitchens
and Baths with LED Lighting ( 4 p.m. – 5:30 p.m.)
Jan. 19
Market Seminar: Lighting a Contemporary
Custom Home ( 8 a.m. – 9:30 a.m.)
Market Seminar: How to Sell Energy-Efficient
Lighting (Noon – 1:30 p.m.)
Feb. 21
Live Webinar: Lighting a Custom Home
June 20-23
Dallas International Lighting Market
Sept. 22-24
ALA Annual Conference • Lost Pines, Texas
Continued on Page 15
The blog’s posts – or articles – are
written from a consumer’s perspective
and discuss topics relevant to consumers
such as LED lighting, light bulbs, energy
efficiency, lighting design and lighting
news. The blog also features a “find a
lighting showroom” link to promote
ALA member showrooms to consumers.
Developed by web-based technologies service provider Bridgeline
Digital, the blog was built on a
WordPress template with code embedded for Google Analytics. The site was
designed to match the look and feel of
the current ALA website.
“Blogs are a preferred method of
information gathering for many web
users today,” says Patti Cardiff, director
of project management for Bridgeline
Digital. “Blog posts or articles can be
submitted to social news aggregators and
bookmarking sites to drive new streams
of traffic as well as build community and
brand loyalty.”
According to Cardiff, publishing new
content regularly will provide additional
value to the visitors already arriving on
the ALA website. “Also, this will create
ALL STAR CONFERENCE PAGE 7
ALA President Visits Washington, D.C.
In November 2012, American Lighting Association President and CEO Dick
Upton, CCE, traveled to Washington,
D.C., to learn which lighting-related
legislative and regulatory issues would
be considered high-priority in 2013.
“I was able to meet with Democrat
and Republican members of both the
Senate and House as well as key staff
members of the energy committees of
both Chambers of Congress,” Upton says.
Upton also held a coordinating
meeting with NEMA and attended
a policy discussion with the Senate
Continued on Page 15
Energy Committee Chair-Elect Sen.
Ron Wyden (D-Ore.), the ranking
Republican of the committee, Sen. Lisa
Murkowski (R-Alaska), and the chair of
the House Energy Subcommittee Rep.
Ed Whitfield (R-Ky.).
According to Upton, the U.S.
Department of Energy will develop a
test procedure for ceiling fan light kits
in the third quarter of fiscal year 2013
(July-Sept.). “The ALA will continue to
be proactive on this issue,” he adds.
Upton also says he received very strong
interest in the ALA’s effort to reduce the
In ThIs Issue
2 Technology/Energy Efficiency
4 Showroom Management
5 Government Affairs
7 2013 Annual Conference
8 Association News
10 Rep Success
11 Member News
12 Education/Training
14 January Market
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.
