The sun. [volume] (New York [N.Y.]) 1833-1916, 1910-10-30
DAY And NIGHT SHOPPING
ELECTRIC ILLCMINATION mas
BOOSTED STORE RENTS.
In One Town the Merchants MOVED In .
Body to the New white way" Ad.
SertisinE Value of q Brilliant window
Psy chOiogy sf the Night Crowd

The man who invented the alec'rc
light and those Who have improved y
gave a big boost 20 real estate values IN
the business sections OF the larger citIr-
and towns by making ~ possible To- earn
an income during most Of the tw"ntr.
four hours 81 the day Everybody has
noticed the rapid growth Of the electro
signs IN recent year, Perhaps few raa 't..
that the greatest value in advertising
does not come from the signs that fash
and fade above the white ways ~ n,
larger towns. hut from tho opportunr-
afforded Of making stores as attractyA
by night a. by day.
Recent improvements in the manufa,-
ture Of high efficiency metal hlarneu'
lamps have opened new fields for the m.
genulty 81 the managers Of many classes
OF business It's the story ~ the moth
and the fame a. applied to the twent"th
century shopper. a brightly illuminated
ahop window In even moro attractive az
night than IN the day time and the -Cien-
tihc advertiser Of to-day makes full Use
Of the fable
doors to customers early IN the evening
the work OF the electric salesman con-
tinuee far into the night, attracting tbs
crowds TO view the window displays.
which are perhaps all the mcrs attractive
because their suggestions cannot be car-
ried out at the moment In many Of thu
larger cities this ia an all around the clock
performance, and 30 effective are the
silent aalesmen that in one city-Omaha-
the installation Of q brilliant system Of
street hghtipg in q certain section resulted
in moving the business centre OF tho
town
Tho increase ~ business which follows
the light brings With IL an increase in
values since trade to . large extsnS
follows the crowd. Merchants seek
and competition pushes the rents up.
80 II happens that the brilliant nghtina
OF show windows In any block h OF nearly
a. much importance to the owner OF
the property A. TO the tenant, and tbs
increase in values extends to the upper
hooTS. since thriving business on tbs
rect level makes the ofices and shore
above much more desirable.
Perhaps tho time will come when.
because ~ the ability 10 discount day..
In big cities like New York Most mer-
chants. however. who arc fully aware
Of the advantage OF a location In tha
districts Of never failing light are noa
inclined TO the belief that longer hours
OF actual selling would be Of advantage
A one Fifth avenue merchant put Il
The people on the II rect az night ara
seeking amusement They are attracted
by fine window displays. and thee are
one Of our hest advertising mediums.
but few would he ready TO do business
II the opportunity was offered. and fhs
day % the all night store. or perhaps
should say the night OF the all highs
store, hasn't come yet
This same man qualified his assertion
by pointing out that in some sec ions
OF the city. notably Grand street. which
he called the broadway ~ the East
Side where people throng tho street
TO a late hour and find their grrate-'
pleasure in the shops themselves, fhs
brilliantly lighted stores do a big trane
az much later hours than IL true 81 other
parts 81 the city
II was pointed out that illumination
affected properly values more par1lcIl-
larry where II was used TO attract attention
TO a particular building rather than.
as in the case 81 the electric signs -
some individual object which - beng
advertised The Nominations II -"
Singer Building and the Metropol'a'
Tower wers suggested a. example, u -
former met nod ~ advert ising 10y light