The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1912-10-13

, pressed upon business men that cities
began to take up this new night bril-
lance. Until then. the lamps were
simply marksrs'-dim points OF
light, serving merely to guide the
night traveler-and 20 prutec. from
the strong-arm gentry. who work best
under cover Of darkness. A few stores
had lighted windows, but the general
effect was seldom cheerful or sug-
gestive of the life and energy the
community exhibited by daE.
! In the Evenings.
And ret IN the smaller city-and in
the neighborhood shopping district or
the larger eity-the evening is an
important part OF the business day It
IS practically the only time when hus-
band and wife can s'iook'H together.
with opportunity 10 consider their
purchases carefully Accordingly. the
more attractive is the conveniently
located retail district, the more GER
tain is the Reighborhood to do its pur-
chasing at home. The downtown
stores are closed, and the opportun-
i ity of strolling leisurely up and down
the street looking at show windows is
/ always welcome relaxation after q
days work. The lights can be de,
pended upon to bring the crowd
their task stops there; the show win
dows must create the deisre OF own
i. ership and the merchant must carry
{ the goods for which there is call
], Otherwise the trade viii go elsewhere
!, An interesting phase of the street
. lighting problem in the large city ha'
; been worked out By business men il
, different sections of Chicago Tn.
I electric light company began the cam
paign BY designing posts, and agree
, ing to furnish them on an installmen
1 payment basis-and then sending Sc
lieitors TO the neighborhcod bushes
centers. Where an association is i
existence, the line of approach j
through i, but where the merchant
!, are unorganized. the company urge
!. the formation Of an association.
this fails, the solicitors are sent t
the individual merchants, always mrs
!, ing that more light means more pee
: pie on the street, and more people
!. more business.
Where individual orders only ar
: secured. the lights are installed q
! irregular intervals. since no lamp
! are set up at vacant lots. or in iron
!. of the store where the proprietor
!. unwilling to pay the cost OF lighting
Gradually. OF course. the gaps ar
shortened as other orders are recel'
: ed. but even then there may be light
Z each forty feet for half block. an
: none for the remainder. The blaz
), of lights is uneven. and there is ne
the regular symmetrical lighting OF
white way" which leads the crowd |
walk up and down the block Tn
Z same amount spent in placing II
: lamps q Uniform distance apart woul
: undoubtedly pay better dividends,
J Where the merchants act throug
an association the aim Is not 70 s.
cure business for any one store. br
Y to build up the street as a shoppin
center. to bring the neighborhood I
4 the street in the evening. and to d,
!. velop the buy near home habit.
= is seldom that every business man o
u the street will join such a movemen
: There are always some seoffers-an
= then there are some who cannot a
: ford the extra expense. In this cas-
: the man who does not pay reaps tn
: benefit OF the payments made by III
y Others. For regardless OF. whethe
I the man pays or not the lights ar
placed q regular distance apart til
whole length OF the block. Uniform
:, ity Is sought; the aim is to attrac
:, the crowd. and exploit the who
= neighborhood.