Omaha daily bee., 1911-09-17

The enormous increase in the use of cleo
trio signs. however. is the best proof that
the possibilities OF such means OF publicity
are becoming recognized and that their
easy adaptability and flexiblity are full
filling the requirements OF the advertisers.
Divided Into Two Classes.
Electric signs may be divided into two
classes-the large spectacular display sign.
often placed on the roofs of buildings, and
the far more numerous small signs gener-
ally used on or projected from store fronts.
The large signs are used generally by gen
eral advertisers. who desire to call atten-
ton to their wares in a manner that cannot
! be overlooked by anyone. These signs
are often specially designed and beautifully
displayed in colors. frequently with NOV
| ing lines of light in, various combinations
controlled by an automatic sign flasher.
The small store electric sign is charac-
teristcaly modern feature Of city decora-
ton. While much of the display is dis
tinctly advertising I'm character, yet It con
tributes in no small measure to mako the
streets attractive to the people. An cleo
! trio sign is at once an advertisement and a
welcome The demand for more light Is
becoming greater each year. and with this
increase in the use of light comes naturally
greater safety and cheer.
There are approximately 1000 hours each
year of darkness between dusk and mid
night. Practically all these hours are
available for electric sign advertising, be-
cause theaters, social affairs and various
functions keep the people on the street to
a great extent during this entire time In
this way the progressive merchant derives
the greatest benefit from the effective en-
ployment of this striking means of attract
ing custom to his store. For neighborhood
tradespeople the electric sign is undoubt-
edly superior to any form of ADVERTISING
There are a large number of merchants ir
Omaha whose location forbids the use Of
other methods of publicity. For these tn,
electric sign is easily within the reach o.
even the smallest merchant and affords
an opportunity for effective and direc
advertising.
The Omaha Electric Light & Powe
company, which supplies the electro
current for Omaha's sign display, ha
marked a decided step forward in the pro
gress of electrical illumination. This com
pany has done much for the increased us
Of electrical advertising by providing an,
erecting signs, supplying light and main
tenance on a flat weekly or MONTH
basis. For this maintenance service
corps of experts is employed who do moth
ing but keep the signs in the highest stat,
of efficiency. Under such conditions tn
merchant is not only assured of the mos
modern ideas in sign publicity, but the
are obtained at the minimum cost.
Use of Sign One Change.
The use Of electric signs, however. is no
the only remarkable change in mercantil
| OF dc 10
comparatively young man can remembe
the time when merchants pulled down the
shades when the store was closed for tn
night and business ceased while the ex
penses went on without interruption
Nowadays crowds of pedestrians are at
tracted to the windows during the evening
hours by well-lighted displays, and a tempt
ing trade-getter is silently doing it's work
oftentimes while the merchant sleeps
The exploitation of merchandise by means
of effective displays has grown apace il
recent years. Every up-to-date merchan
now appreciates the pulling power OF hi
window space. 1t is remarkable how tn
art of the window trimmer has been height
ened by brilliant lighting, which give
= colors their original values. The nigh
scene on Farnam and Douglas streets, t
say nothing of the displays in the neighboT
hood shopping districts, puts daylight fairl
to blush, and from the merchants stand
point his window displays are of create
value at night because there is time To-
passersby to make an unhurried inspec
ton of his merchandise.
But the keen merchant realizes that n
matter how compelling his window display
may be, unless the interior of his stor
is bright and cheerful he cannot secur
results. Consequently well lighted window
have come to mean a store interior tina
makes shopping a pleasure
New Developments On.
Every year sees new developments 4
electric illumination and its increased us
by enterprising merchants everywher,
When the electric sign was first intro
duced 1T consisted of a printed surface Il
Illuminated by electric lamps. Gradual
individual letters studded with incande
cent lamps came into use. Then followe