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ISPA's brainstorm: Vegas nap time for journalists

Bedding Today column

David Perry, Executive Editor -- Furniture Today, November 15, 2007

Wisely recognizing that journalists will jump at the chance to sleep on the job, the International Sleep Products Assn. will operate a "Media Recharging Center" at the January Las Vegas Market. The center will allow journalists to book a nap on their choice of sleep surface and be briefed by experts on sleep and performance.

OK, I'm kidding about journalists sleeping on the job. But I'm serious when I say ISPA's got a great idea. It's always smart to take key messages directly to the media, and that's what the Media Recharging Center will do. I see plenty of favorable coverage stemming from this endeavor.

The fact is, good sleep is essential to good health and a good life, and the humble mattress is our key partner in getting a good night's sleep. Yes, that is a message that is enjoying greater currency these days, thanks to efforts by groups like the Better Sleep Council, but much work remains. And the Media Recharging Center is a great tool in the ongoing Better Sleep Crusade.

"What better way to demonstrate to journalists the effects of sleep on performance than by letting them experience the message," said ISPA President Dick Doyle. "This unique hands-on program creatively shows reporters what our industry knows all too well — that sleep is integral to your optimal daily performance."

Doyle is right. I'll bet those journalists will feel better after enjoying a 20-minute or 40-minute nap (their choice). And the Las Vegas Market, with its late-night allure and full slate of market parties, is a great place to give journalists that opportunity.

Last July in Vegas, I found myself seriously sleep deprived on at least one morning. My duties as your bedding editor had kept me at a posh bedding party at Pure Nightclub well into the early morning hours. I didn't feel so great the next morning. A nap would have been very welcome.

The Media Recharging Center, being offered in conjunction with the World Market Center, won't just put journalists to sleep. They'll get a chance to meet with sleep expert Bert Jacobson, professor and head of the School of Educational Studies at Oklahoma State University, who knows about the importance of a new bed to a good night's sleep.

Nancy Shark, executive director of the Better Sleep Council, also will be on hand at the Media Recharging Center. I can't wait to "sleep on the job" at the center. Kudos to ISPA for this terrific idea.

Contact David Perry at dperry@reedbusiness.com

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