Last week, I attended the min Editorial & Design Awards  at the Grand Hyatt in New York City. A leading trade publication in my “other” industry (magazine publishing), min  (Media Industry Newsletter) had named the April 2011 issue  of Residential Lighting a finalist for Best Single Issue of a Magazine, and our sister publication Home Fashion Forecast  was a finalist for Best Launch.
Looking around the room at the breakfast event, I had a sinking feeling of "Ugly Betty" awkwardness amidst the heavy hitters who surrounded me. Harper's Bazaar  Editor-in-Chief Glenda Bailey stood with me in the buffet line making far more sensible choices as I ladled another dollop of syrup on my French toast. David Granger sat at my table with fellow Hearst folks. He was about to be inducted into the Hall of Fame  for his work as Editor-in-Chief of Esquire  as well as his many years at GQ . The lovely ladies next to me from Food Network Magazine  leaned in politely to ask me: “And who are you with?”
They may not have heard of Residential Lighting before, but they were about to hear it announced as the winner for Best Single Issue ! (Not to be outdone, Home Fashion Forecast also won for Best Launch .) When it comes to content, the “cool kids” these days are apparently the ones who can take a technical subject and make it accessible, just as our Managing Editor Shanna Casey did with LED lighting technology and applications in that award-winning Lightfair Preview issue.
If your customers are equally curious about emerging light sources, seek out education about them — the American Lighting Assn.  (ALA) offers a number of on-demand webinars , including one on LED fundamentals . And the International Assn. of Lighting Designers  (IALD) is about to host its latest live workshop on SSL Technology  in New York City on Dec. 1. Now is the time to embrace your inner geek. I can attest it is the peak of chic.