stallations elsewhere.

Several cases of this character are on record. Illuminating engineering service' has a direct value in an advertising way in rendering this service, in planning the lighting of public buildings. This in itself however would not justify the cost of the service. Its real value is in the actual service that is rendered in starting a consumer aright, with the proper equipment to get what he is paying for, illumination and not light, or watts. It is possible to double the value of an existing installation to the consumer without materially increasing his cost. Even in the small residence good engineering advice will lead to fine results. For instance, in one small twostory house reducing two lamps in the halls from 40 to 71⁄2 watts led to a 50 cents saving in a month, increased the number of hours the two small lamps burned and opened the way for the purchase of a vacuum cleaner and a washing machine.

We have been particularly successful in dealing with the electrical contractors of our city, some of whom call upon us to prepare lighting specifications for their guidance.

A number of these electrical contractors have formed an association with the intention of wiring stores and houses on a specified charge per outlet. The details of the schedule have not been announced, but the work will probably be financed by the central station, which will pay the contractors and collect from the customer on a deferred payment plan.

MR. SEELMAN: May I take one moment to emphasize a point brought out incidentally in this report? Reference is made to one case where an association of electricians was formed in a city. If there is a large city in this country without an organization where the contractors, the supply people and the central station employees who are in touch with them in one way or another, can meet at stated intervals, on common ground, one should be formed. It will be found tremendously efficient in creating real cooperation and in smoothing out the troubles that arise between contractors and central station people. It is a forum in which their difficulties may be threshed out, and where all new plans of the central station for obtaining business should be first presented to those unpaid salesmen of the company who are called electrical contractors,

MR. A. D CURTIS, Chicago: I am particularly well pleased to note the recommendation of the Committee, that the advertis mg campaign for securing properly lighted show windows, should be based upon the value of the show window as a "business ¡ 'odier” By constantly hammering away at the merchants on t'is basis in our advertising, my con pany has been so successflm selling window reflectors that I can unquashedly endorse is as the best means of getting better lighted win lows

Another encouraging thing for both the central station and de manufacturer, is the fact that the standard of show window h.`ting is on the up grade Higher and higher mtensities of mmmation are being used which means the use of more current. re reflectors and more lamps Even though lamp efficiencies are constantly on the mcrease the effect has not been to decrease the current consumed in the window, but rather the opposite Merchants are always endeavoring to out do their neighbors and t'is been comitetition is contin, sa'l. forcing the standard of widow.hting upward

Window Lighting

1

The Commfee recomm en 's that the type of reflector to be sed for wind whting he sph that the 1,tig mots cannot be seen by the observet This is more a necessity to lay thin carlette because of the atore entioned fact that the ntensifies Where ex; sed l." safe perette-l ctcat the obet of a li, h miten-ty in the wi

med are ever moreASIN

tev pratica"

dow be atise of the glare

As regard's der or strat ots when properly made they

color of the light is whiter, making the contrast between the old and the new systems greater.

Show Case Lighting

Your Committee has touched upon the matter of show-case lighting. This to me seems most important to the central station in particular, because of the fact that the load runs continually and almost entirely on off-peak.

I am especially pleased to note that the Committee recommends the preparation of a special advertising campaign along this line. With the show case as with the show window, it is necessary to appeal to the selling power, if we are to get the ear of a merchant. Formerly the show case was used chiefly as a place in which to store merchandise, and many of the smaller merchants are still imbued with this idea. The show window gets the customer into the store, but the show case must clinch the sale. It is easy to make any merchant realize that a lighted show case attracts attention to itself and the merchandise displayed therein.

This is certainly at present a very much neglected field and a vigorous campaign is needed. A campaign for show-case lighting consisting of newspaper advertising and personal solicitation on the part of the lighting salesmen, has already been put under way by the Commonwealth Edison Company, and will probably be discussed in greater detail by members of that company. This company has set its customers a good example by first of all lighting its own show cases.

Here again, as with window lighting, best results can be obtained by demonstrating. Such demonstrating outfits consisting of two or more 15-watt candelabra, base lamps and scoopette reflectors attached to a short length of 3%-in brass tubing, may be quickly rigged up in a show case and will make a very satisfactory showing.

Store Interior Lighting

Your Committee has called attention to a fact becoming quite obvious that gas filled lamps have been improperly used to a considerable extent, and that this practice should be discouraged as much as possible. The Committee recommends the so-called semi-indirect lighting, but in my opinion this is not

gog far enough,

Many semi-indirect fixtures are but little better than direct lighting fixtures, because the bowl is of very hight density and transmits a large percentage of the light, making its surface disagreeably bright. Some means should be employed to cut down the brightness, such as employing reflectors within the bowl, or a glass bowl of very heavy density. Cooperation Between Manufacturer and Central Station

Much good will result from close cooperation between manufacturer and central station. The central station lighting sales man must to a large extent depend upon manufacturers of lamps and appliances for his information regarding these things, and I believe that every manufacturer is anxious to place at his dis posal engineering data, etc., pertaining to the equipment and best methods of applying it, as well as selling ideas and schemes of promotion, going so far as to supply good form letters for getting business, bulletins, letter stuffers, etc.

I do not mean to broach this subject of cooperation between manufacturer and central station as something new, because it exists to our mutual benent to day, however, I believe that by still more intensive application of the principle, greater bencht may be realized.

Public Buildings

Your Committee cites instances in which a good installation made in a church, for instance, has resulted in orders for residen tal lighting, and even for industrial lighting Quite often the reverse is true I can cite numerous instan es in which members of a church committee, library board, club, etc, who had in sted Curtis portable indirect lan ps or indirect lighting fixtures in their homes became such enthusiasts over good light ng, that their influence arded very materially in securing good lighting for the church or deb in which they were interested

MR. BURROWS closure): I will close by pushing hone again what are considered by the Con mattee the two most im portant points in this report One is, our men must know what they are talking about The second as, they must be full of ginger Now to instil the boosting spirit we must have it ourselves, and if we fully rea ize the value of good lighting to the storekeeper and can get it across to cur advertising men, they will go out and take the town.

REPORT OF SUB-COMMITTEE ON ELECTRICAL

ADVERTISING

A K YOUNG, CHAIRMAN

DISCUSSION

MR. JOHN A. HOEVELER, Chicago: In reading over that portion of the report pertaining to flood-lighting, I am very much impressed with the complete manner in which your Committee has covered every phase of the subject. I cannot refrain from going into some of the details of flood-lighting buildings in particular, as I am very much interested in this new field for the lighting salesman.

New buildings are, as a rule, much better prospects for floodlighting than old buildings. I have yet to find the architect who is not enthusiastic about flood-lighting. He recognizes it as a splendid means of illuminating a building in a natural manner. Incidentally, he values the personal advertising he will get through illuminating a new structure of his creation.

If the lighting salesman gets in touch with the architect early enough in the planning of the building, he can usually induce him to make proper provision for the placing of floodlighting projectors on the building itself. While all buildings cannot be satisfactorily illuminated by means of projectors mounted on the building itself, this, nevertheless, is the method which the owner is more apt to consider favorably since it involves no difficulty in obtaining permission to install projectors on opposite buildings.

I have in mind four recent installations in which the architect designed the marquise extending out over the sidewalk in such a manner that the projector units could be concealed thereon for flood-lighting the entire face of the building from the first floor upward. These buildings were from six to ten stories high, and were particularly well adapted to this manner of lighting. In another instance I have in mind, the architect is designing a cornice at the top of the first floor of a large store

(SEE REPORT, PAGE 725)