With a promise to attendees of “inspiring content” and a message to potential exhibitors that they’ll get to chat with “the decision-makers you need to meet,” the American Library Association (ALA) has scheduled its Midwinter Meeting at the Washington State Convention Center (WSCC) in Seattle, January 25–29, 2013. ALA says Midwinter has been “redesigned,” but the change seems more extensive, more like reinvented. The transformation is clearly needed to attract exhibitors and members whose fees will help ALA clear a deficit from the last fiscal year and avoid revenue shortfalls in FY13, both partly caused by declining conference revenues.