The star and Newark advertiser. [volume] (Newark, N.J.) 1908-1909, 1909-03-16
LIGHTS BLAZING
NEWARKS NAME
THROUGHOUT ]. S.
Western Newspapers Refer to
City as a Model of
PrOgressiveness.
PROPOSED MARKET STREET
LIGHTS COMMENTED ON
Other Cities Want Information
from Promoters of Local
Achievement.

Since the new lighting blazed out on
South Broad street the name of Newarls
has Travelled far and wide. Now that
the movement for. a general betterment
of business conditions has extended to
Market street and to North Broad
street, the word Newark has become
throughout the country a by-word for
progress in letting it's light shine.
II the genera awakening has meant
anything it has meant publicity. Depu-
~tations a come from cities as far
away as Montreal. for the same reason
that the Queen of Sheba came to Solo,
mon. Western newspapers have de-
voted whole pages to explorations of
Newark's Great White Way" From
every part of the country have come
letters asking how it was done and
what 1t all means, showing hat the
Great American spirit of enterprise is on
the qui vive throughout the length and
breadth OF the land.
Latest of these letters of inquiry is
n that has come to Harry Berger,
secretary of the Market Street Business
Mems improvement Association, from
the secretary of an organization in Da-
venport, Ia, patterned after the plan OF
the Market street association. The lat.
ter WA turned over to the publicity
committee of the local organization,
a today an answer was returned.
Here is the communication Mr.. Berger
received;
Davenport, Ia, March IL, 1909.
Secretary Market Street Business Mems
Improvement Association, Newark,
N. j.:
Dear Sir-The merchants on Brady
street of our city have formed an asso-
citation along lines similar TO the one
you have formed, ana, as the Lighting
question Is uppermost III our MINDS just
now, ], as secretary of our association,
beg to ask your opinion of the naming
arc lamp, which ] understand your as
ISOLATION Is considering installing. VIII
YOU please give me as full
rs possible regarding this system OF
CITING and your reason wny you preaer
sh h2alf very s srsixi PROGRESSIVE
ASSOCIATION.
J. NJ. NaUstedt, secretary.
The reply is as, follows:
Newark, n. j., March 1e, 1909.
Mr.. j. M. Isausteot, Secretary Lad.
street ProsIessise Association, DIV
export, Ia:
Dear Sir-1our letter of the 18th inst
-feieIring to the new lighting to be M
s.d.ied on Market street under the
usspices -of our association il at hand.
u e are very glad TO INFORM you tnat
Inc reason we chose the naming are is
lat we believe ii to be more III keep
/. lhg With the spirit, OF progress tnap any
.oluer. system VI street Illumination the
WI, ID has yet known. what we want rs
q Big Blaze, ana the flaming arc is the
nigEeSt we can get.
Human Nature Like Moth.
We hold that human nature is like the
moth and trutn-it seeks the light.
lhetefore, we are commercial enough 10
belieVe that If we get the greatest pos
s'pie illumination on our street we shall
can be drawn by hghtlng-and crowds
mean business. That Is a direct effect
u lighting as q commercial asset. There
are other effects winch are indirect but
acme the less substantial.
Since the flaming arcs were Installed
on south Broad street. Newark, making
it the most brilliantly Illuminated
tnoroughfare In the world. the city has
had the advantage of wide publicity.
Broad street have taken up the move
ment. we are getting more and more
publicity all the time; II d Is pub % d
materially in bringing people of this
country to an adequate realization OF the
size and Importance of the city Of New
ark. 1t will cause them to drop IN and
see US cftener,
1t was the Big Blaze that started i,
and 1t is the Big Blaze that Newark will
continue to hold up as a torch to show
the path of progress.
We have done 1T without the flaming
arc, but the naming arc was just what
we needed In order that we might do it
The Biz blaze.
South Broad street has installed the
Scott flaming arc. which really CON
e one globe Oh each pole. Market street
y TO have two globes on each pole one
Broad street lights are 1900. candle
power of the two on each pole on Mar
ket street will be about the same.
The flaming arc as a general propo-
It has established its utility as the most
effective form Of street lighting yet de-
vised. There are certain styles and
still experiments. On the other hand,
q number Of firms are manufacturing
lamps of this type which are absolutely
perts as standard
The flaming arc is expensive, but so
newspaper ad advertlsafg ana fba all no, , ANY
name. South Broad street Is paying $40
a year per pole for its lights. On this
amount the city gives i rebate of $40 per
year each on a lumber of lamps. equiva.
lent to the number it would maintain II
the business men had not taken bold Of
the STRENGTHENING proposition. inc
price per year for a pole with two lights
Is $3.50, the city giving on this a rebate
similar to that allowed on South Broad
street.
We inclose copies of the constitution
aud bylaws of our association and Of
our form of contract with individual
firms, also data which may serve to en-
tighten you upan the more specific points
involved IN your request for information
rs to the use of the flaming arc in street
illumination.
Wishing you in your Improvement
project all tho success we hope to have
ourselves, we femain Very cordially
yours, PUBLICITY COMMITTEE,
Market Street Business Mems Improve
ment Association.
Arthur Oliver, chairman.