THE LIGHTING PROBLEM

Dominion, Volume 10, Issue 2959, 23 December 1916, Page 10

THE LIGHTING PROBLEM

HOW IT -AFFECTS COUNTRY ; STORES. One of. the most .common . requests made to ' country storekeepers by . ciis? -tomers who are'in isearch of suitable clothing materials is: "May I take it 'to the door and see how it looks in tho liEht?" Tho material' is' tlieu curried 1 outside, and inspection is made in full view of the passing traffic." Imagine such a tiling happenihg in an up-to-date' city store. City imsiness men have for many years: appreciated that a brilliant light is the cheapest possible form of advertising. A' walk through tho principal streets at night will,convince anyone of this fact, as the leading shops have all of their windows illuminated for several hours after'dosing time. . People are attracted by a-bright light,-;ust'as moths are, and a brilliantly lighted window display draws more business than any other advertising medium: Picture theatre managers recognise the value of light as. ■ an advertisement,' and.-.enormous sums' \ ere. spent by them in artistic displays, as their experience has taught them that people will, always go where the lights are brightest.

Until recently the ■ lighting' problem has been a bugbear to all country storeand. smoky kerosene lamps or uncertain and dangerous acetylene gas -have' been ..the only' illuminant procur-, able.. The advent of the "Wizard Licrht'.ine,. Systems", has changed all this, however,- ind a country storekeeper can'now. make his store just, as attractive as any in the-, city, and at the same" time cut his lighting bill in-halves'.. Messrs. Early Bros., 59 Cuba Street, Wellington, the New Zealand agents for the "Wizard" Light, state that they have, already fitted •plants into 6cores of country business premises in the Dominion, and up-to-date storekeepers -nre adopting "Wizard 'Lights" everywhere. Always with the most gratifying' results. A .progressive country storekeeper informed a "Wizard" agent that he had always endeavoured tokeep his premises up-to-date and attractive, and had spent a lot of mpney in suitable display 'shelves where stocks were always on view, but that before having the "Wizard" Light installed most of . the display value was lost, as customers could not examine the goods under anything like suitable conditions. Now, however, things are changed, the "Wizard" Light enables clients to select materials and match' colours just thesame as they could in bright daylight, while the store is a centre of attraction; People '"arrange to meet outside the store, under the "Wizard" Arc Lamps, and the sales made after fix ! o'clock are now. nearly double what they were when . acetylene gas was used, so the "Wizard Lieht" has paid for itself several times over in increased profits and the lighting" bill has been reduced by more than half.

Mr. Frank Rose, of Messrs. Rose Bros; Ltd.,'Tirau, Waikato, writes;—

"Dear Sirs,—Two years ago we had a ■Wizard' Lighting System ' installed "in our store, and a vear later you fitted another 'Wizard' Plant in our private house. It is with' great pleasure that we are able to stale that your System ha* nroved to be all that could be desired for shop and house lighting. The large acetylene plant which we threw out of the store when we bought the 'Wizard' did not give half the light we are now getting; while the cost of running was three or four times greater. With the present price of carbide the cost of acetylene light would bo nrobj.bitive. We have not had a moment's trouble- witl]' tho 'Wizard' Lamps, and a-couple of minutes' every second day is all'that is'reo.uired to keep them in oerfect order. "(Signed) Frank Rose. "Tirau, Waikato." No business man can afford to be without n "Wizard Lighting System." T.t is a solid, profitable investment, not an expense. Messrs. Earlv Bros., 59 Cuba Street, Wellington, will be pleased to mail further information. , . . (Published by Arrangement.)