Page 10 - Lighting-Magazine-August-2014

Editor’s Note

Always Up-To-Date & Online
enLIGHTenmentmag.com

ACE H. ROSENSTEIN
Why Basic Doesn’t Cut It ace@bravointegratedmedia.com
Group Publisher
800.774.9861 ext. 601
e live in a world where cars Market, I realized that even the remote
have been engineered to par- controls aren’t “basic” anymore. In fact, LINDA LONGO
Editorial Director
Wallel park themselves, robot there are even remote controls that can linda@bravointegratedmedia.com
vacuum cleaners can sweep our foors un- operate existing fans in the home that have 800.774.9861 ext. 616
atended, and smart phones have lived up pull chains!
to their name by servings as GPS units, ap- Since ceiling fans have become more Contributing Editors
pointment calendars, clocks, pedometers, complicated – in a good way – it stands to Patricia Hart McMillan, Denis Caldora,
Marty Glantz, Susan Grisham
camcorders, as well as instantly ready reason that consumers need to learn more
cameras with programmable special ef- about each model’s benefts when they are
SIMONE TIEBER
fects and flters. Nothing seems to be truly fan shopping. Showrooms that are selling Creative Director
“basic” anymore — not even ceiling fans. these higher-tech fans (that are anything simone@bravointegratedmedia.com
It wasn’t that long ago when a home- but basic) have the advantage over home
owner’s choice in ceiling fans amounted to centers whose consumers must fgure out JASON LOWSY
Production Manager
choosing one in either a black or a white on their own which atributes are the most jason@bravointegratedmedia.com
fnish and perhaps a choice of four or fve suitable for their needs.
blades. They were, in a word, basic. Go into As with LED technology, today’s ceil- LILLIAN ANDERSON
a lighting showroom or fan store today and ing fans have unique properties that the Publication Coordinator
the variety available is astounding. average homeowner does not know even lillian@bravointegratedmedia.com
800.774.9861 ext 608
Where once ceiling fans were consid- exist. Your customers are disinterested in
ered to be a relatively invisible element “basic” (that’s where they started out) and COLIN VILLONE
that, more ofen or not, “came with the are now accustomed to owning appliances Advertising Director
house” they are now fnally geting their and products that have multiple features colin@bravointegratedmedia.com
due. The market has never had so many and functions. Inform them of all the cool 800-774-9861 ext. 635
decorative looks in the category and new things that ceiling fans can do and JEFF DOCTOROW
when you add in the increased interest upselling should be (pardon the pun) a Business Development
in energy savings and the variety of light breeze. Catch up on the latest develop- jef@bravointegratedmedia.com
kits, the homeowner’s decision becomes ments in ceiling fans with this special issue. 800-774-9861 ext. 618
a litle more complicated. There are fans EDWARD FREBOWITZ
that operate on DC motors instead of the Social Media Director
more common AC for greater cost savings, ed@bravointegratedmedia.com
there are now fan blades manufactured
BRIAN MICHALOVIC
with aerodynamic properties for moving Technical Development
air more efciently, and it’s safe to say brian@bravointegratedmedia.com
that today’s new fans have ditched the 800.774.9861 ext 605
pull chains and are equipped with remote
MICHAEL RUBEN
controls. Afer atending the June Dallas Audience Development
michael@bravointegratedmedia.com
800.774.9861 ext. 615

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8 enLIGHTenment Magazine | august 2014