S1H151S151S1S0S1 
 
 LIGHTING 
 
 i c=n trri c=n c=n c=ti ^Tisisi^lHl^l^l^iHlSl-SI-Slsn-SlJSriSTSl^lEriEriSTSlSlS 
 
Business Development 
 
 LIGHTING 
 
 GENERAL OUTLINE 
 
 GUIDE BOOK II - CHAPTER 1 
 
 ISSUED APRIL, 1922 
 
 HKhsity 
 
 '/'/ 
 
 * IUmis lib/uh? 
 
 ? 0 1922 
 
 HEADQUARTERS 
 
 JOINT COMMITTEE FOR BUSINESS DEVELOPMENT 
 29 WEST 39th STREET 
 NEW YORK CITY 
 
G> R4. Z* 
 
 T G> G> % bL 
 
 INTRODUCTION 
 
 
 L IGHTING has been selected as one of the special activities 
 sponsored by the Joint Committee for Business Develop¬ 
 ment because 
 
 i. it has a greater potential usefulness to the customer than 
 many other forms of electrical service. 
 
 2 . It represents a larger part of the business of the various 
 local branches of the industry. For example, investi¬ 
 gation has shown it to be 59 % of the central station’s 
 revenue, 66 % of the jobber’s sales, and 68 % of the 
 dealer’s sales, and 
 
 3 . it has a very definite influence on each of the four general 
 groups to be reached-by this movement namely, homes, 
 stores and offices, factories and streets. 
 
 But specializing on lighting in a general way will not accom¬ 
 plish results, and the activity on lighting must be separated into 
 the several lighting fields, any of which may profitably be made 
 the subject of intensive development work. 
 
 Adopt Specific Activities 
 
 For example, in the Home Field, lighting finds a greater use¬ 
 fulness as a decorative medium and as a means for extending or 
 reinforcing daylight. In the Commercial Field, it is an aid to the 
 vision of those who work in offices and a valuable help to the 
 merchant in his problems of selling. As a means of lowering the 
 unit cost of production it is a factor of importance in the Industrial 
 
Field. The use of light to lessen crime and accidents in our 
 streets makes it to this extent a municipal activity; nor can we 
 overlook the advantages of its proper use in the schoolroom to 
 conserve and protect the eyes of our children. Lighting becomes 
 an advertising medium as it is used to spell enterprise for cities and 
 towns in electric signs, illuminated billboards, floodlighting, etc. 
 
 Suggestions Rather Than Definite Program 
 The following activities are suggested for the consideration of 
 those interested. Not all of them will apply in any one com¬ 
 munity, but the majority may be so adapted as to be timely in 
 all. From these suggestions the local committee may select those 
 lighting activities which seem most suitable for local development 
 work. 
 
 Experience Not Theory 
 
 It has been the thought of the committee to avoid all theory, 
 and present in concise form the experience of communities such 
 as Milwaukee, Cleveland, San Francisco, Denver, etc., in the 
 operation of activities similar to those suggested. Additional 
 information in regard to the operation of any activity may be 
 obtained upon request from the Director of Development, Joint 
 Committee for Business Development, 29 jWest 39th Street, 
 New York City. 
 
 r 
 
LIGHTING INFORMATION BUREAU 
 
 r T‘ l HERE may be set up in some convenient place in town a lighting 
 x information bureau where anyone interested can get unprejudiced 
 advice on any type of lighting. A service of this nature, embracing 
 the home, commercial, and industrial lighting fields when offered 
 through the newspapers and other advertising mediums will be par¬ 
 ticularly well received by building contractors, architects, home build' 
 ers, etc., who will appreciate impartial, expert advice of this nature 
 without having to have the sale of equipment made a part of it. 
 
 At Milwaukee a suite of offices has been leased in a down-town 
 office building where a staff of experts is available at all times to take 
 care of lighting problems. An office assistant has been trained to 
 
take care of the simpler problems which come over the telephone. 
 In Cleveland such a bureau has been established in the headquarters 
 of the Electrical League at the Hotel Statler, where a considerable 
 amount of this service has already been given to contractors and 
 home-builders. 
 
 Through its nearest local representative, the Illuminating Engi¬ 
 neering Society should be called upon for assistance in the organiza¬ 
 tion of this Bureau, and some member of the society may well be 
 made a member of the committee in charge of this particular activity. 
 
83,109 People Visited the Cleveland Electrical Homes 
 
 ELECTRICAL HOMES 
 
 OEVERAL Electrical Homes may be opened with the thought ol 
 emphasizing the demonstration of artistic Home Lighting in the 
 various rooms. In Cleveland the Electrical Homes were financed by 
 a local builder who put up the houses in accordance with the elec¬ 
 trical specifications furnished to him, in return for which he was per¬ 
 mitted to benefit by the relatively large volume of advertising carried 
 on. The wiring was done at cost by the Residence Wiring Contractors’ 
 Association of Cleveland. 
 
 The lighting and lighting fixtures were specified by a committee 
 consisting of representatives of the Illuminating Engineering Society, 
 the Local Fixture Dealers’ Club, the Fixture Manufacturers, and other 
 interests. The fixtures were furnished at cost through the Fixture 
 Dealers’ Club. 
 
In Milwaukee suitably located houses were selected which had 
 already been partially completed and in which the wiring was installed 
 by the builder to comply with the specifications agreed upon. In 
 Denver a non-profit corporation was formed in which sufficient stock 
 was sold to the Electrical, Furniture and Building Industries locally 
 to finance the building and sale of the house. The house was finally 
 sold at auction, and the profit realized was distributed in the nature 
 of a rebate to the members of the corporation. 
 
 Manufacturers and dealers, handling any of the articles selected 
 for exhibition in the homes, were restricted to the extent that they 
 could not advertise their article to the obvious injury of other manu¬ 
 facturers and dealers. Appliances were selected by lot. 
 
 In order to prevent the furniture and decorations from becoming 
 the principle feature of the home it was found most essential to placard 
 the lighting in each room in order to call attention of the visiting 
 public to it. Some individual well ’trained in home lighting should be 
 stationed in the reception hall or living room to meet the visitors as 
 they enter and explain the advantages of good home lighting as 
 shown. Well trained demonstrators are needed in every room to 
 properly explain the electrical features of the home. On the open¬ 
 ing day the members of the Executive Committee should take part 
 as demonstrators in order that they may learn the needs of the public 
 and be able to give suitable instructions to the regular demonstrators. 
 This is highly important. 
 
 In Cleveland a very valuable survey and prospect list was 
 obtained by offering a small electrical appliance daily to a holder of 
 a lucky number which corresponded with a number on a survey card 
 that each visitor to the Electrical Home was given an opportunity to 
 fill out. This card obtained the following information: Name, 
 address and telephone number of the visitor; whether the vistor’s 
 home was owned, whether it was wired, whether the visitor planned 
 building; the number of rooms in his home and how many conven¬ 
 ience outlets there were, and which of the major electrical appliances 
 the visitor already owned. 
 
 Experience has shown the necessity of making special prepara¬ 
 tion to insure the giving of suitable information on home lighting to 
 the public. In the general advertising of these electrical homes a 
 
campaign on the re-glassing or re-fixturing of homes may be 
 actively waged. Each room in the home may be taken up in 
 order and the lighting discussed from the standpoint of providing 
 a good definition of proper lighting for that room together with 
 concrete suggestions for improvements that may be made by 
 changing over old or substituting new equipment. At the same 
 time a campaign may be started to renters on lighting fixtures 
 that are portable, such as floor and table lamps, and such fixtures 
 as may be attached to bedroom furniture, etc. 
 
 As a result of the Electrical Home activity in Cleveland one 
 dealer has made arrangements with one or more building con¬ 
 tractors to electrify on a contract basis each home erected. 
 
 President of Cleveland 
 Federation of Women’s 
 Clubs, Raising Flag at 
 Opening of Electrical 
 Flome 
 
 The Most Popular Girl 
 in Cleveland Fligh 
 Shools, Christening 
 Electrical Home 
 
60 L6 '°^ 
 
 9709 
 
 Electric Range . 
 
 j)o you own home . 
 
 Is house wired . . Electric Dish 
 
 Do you pl«» iuildin0 
 
 to following 
 
 home. 
 
 How many rooms J 
 How many convenience 
 
 board outlets in your kome 
 
 Electric Refriycrato 
 
 • rinthcs \Vashi * ■ 
 Electric Clothes 
 
 hase- 
 
 Flectric Irouer . 
 
 ^Electric Sewing 
 
 Electric Vacuum 
 
 Cleaner .. 
 
 Survey Card Used to Obtain a 
 Prospect List. Holder of Lucky 
 Number Given an Electrical 
 Appliance Prize 
 

 Completely Equipped Room Used for Lighting Demonstrations 
 
 LIGHTING DEMONSTRATION 
 
 D EMONSTRATIONS of store, office, and industrial lighting 
 may be used to educate the public on the difference between 
 good and bad practice, and on the advantages of the former. 
 Lighting is a very intangible thing to talk about without some 
 sort of a demonstration, and experience in a large number of 
 cities has shown that with a suitable demonstration, “seeing is 
 believing.’’ Plans on installing and operating small, medium 
 and large size lighting exhibits can be obtained. 
 
 The first demonstration should be given to the local members 
 of the electrical industry itself in order that every electrical man 
 may be sufficiently well informed to discuss the matter with others. 
 
 
The second demonstration should be presented before a group 
 made up of from two to five representatives of each of the various 
 local organizations such as the Chamber of Commerce, Rotary 
 Club, Office Managers’ Association, Merchants’ Association, etc. 
 
 The members of these committees can then be made to serve 
 as points of contact with their own organization in arranging for 
 a demonstration to be given to that organization some time in the 
 near future. After this program has been completed with all the 
 organizations and several general open meetings held, the demon¬ 
 stration may be used by electrical contractors, etc., for their 
 individual customers and friends. 
 
 A record should be kept of the attendance at each meeting 
 showing the name of the individual and the business connection 
 and an opportunity may be given to those who attend the demon¬ 
 stration to get unprejudiced advice on their lighting through the 
 lighting information bureau previously described. 
 
<sa 
 
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 il 
 
 
 An Illumination Class in Action 
 
 EDUCATIONAL COURSES 
 
 N IGHT classes in illumination may be inaugurated at Y. M. 
 
 C. A.’s, high schools, colleges, etc. All employees of 
 Electrical organizations should be urged to attend a course, either 
 of these mentioned above or else one which is organized particularly 
 for them, in order that they as a point of contact with the general 
 public may be better qualified to give real service and to talk light¬ 
 ing intelligently to customers and friends. The lighting demon¬ 
 strations described in section 3 may well be made a part of these 
 courses. 
 
 A very practical comprehensive course is at present available 
 from the Educational Committee of the N. E. L. A. and arrange¬ 
 ments are now being made by the Illuminating Engineering 
 Society whereby this organization hopes to have a series of lessons 
 available in the very near future. 
 
 This feature has met with very good success both in Milwaukee 
 and in Cleveland. The committee in charge of this activity should 
 include a college professor or high school teacher, a representative 
 
of the Illuminating Engineering Society, a local representative of 
 the N. E. L. A., and any other men who may for one reason or 
 another be particularly well fitted for work of this kind. 
 
 Learning to Lay Out Lighting 
 
WINDOW DISPLAYS ON LIGHTING 
 
A RRANGEMENTS may be made with large stores to show 
 attractive home settings, demonstrating the decorative pos¬ 
 sibilities of good lighting. Where double windows are available 
 a duplex setting should be used indicating the advantage of a ten- 
 foot candle intensity of good lighting as a decorative medium in 
 the home compared with a two-foot candle intensity of ordinary 
 poor lighting. 
 
 In Milwaukee department stores were very glad to co-operate 
 in ^work of this kind and some very attractive home-lighting win¬ 
 dows were featured. 
 
 Other window displays may be made showing the story of the 
 development of artificial lighting from the prehistoric days of the 
 torch down to the latest development in Mazda lamps. 
 
Group of Forty-eight Prize Essay Winners 
 
 PRIZE ESSAYS 
 
 B Y arrangement with a local newspaper a series of lessons or 
 articles on good lighting and its applications may be published 
 and prizes offered to high school or grammar school students for 
 the best essay handed in based on the material published. 
 
 Such a scholarship contest appeared recently in connection 
 with the Cleveland Plain Dealer, in which 3,690 boys and girls 
 were enrolled. The space given by the Plain Dealer was worth 
 $13,000, and 175,000 copies of each lesson were distributed. The 
 lessons were reprinted in booklet form and 430 copies of this 
 booklet are now being used in the classes of the Cleveland public 
 schools. 
 
 The co-operation of the local Board of Education will be found 
 of considerable value in a proposition of this kind. 
 
EXHIBIT BOOTHS 
 
 L IGHTING exhibit booths may be built in the Central Station 
 offices where bills are paid, in department stores and other 
 places where crowds assemble, to demonstrate month by month 
 various types of new fixtures employing the Mazda C lamps for 
 better home lighting. 
 
 «' 
 

 AAnbrigliE light 
 near the line of vision 
 
 greatly reducx 
 
 ones ability to see 
 detail 
 
 2 
 
 
 m 
 
 
 Portable Lighting Demonstration Cabinets 
 
 VOCATIONAL WORK 
 
 P ERSONAL demonstration and mail campaigns may be used 
 to show how good lighting and its benefits apply to optome¬ 
 trists, oculists, doctors, architects; building contractors, engineers, 
 etc. 
 
DIRECT BY MAIL CAMPAIGN 
 
 T HE local publicity committee should be so organized as to be 
 able to give helpful suggestions to the subscribers to the com¬ 
 munity activities. The Joint Committee has available the serv¬ 
 ices of a staff of expert letter writers which may be made available 
 in the preparation of letters for direct by mail advertising, and 
 advertising copy bearing on any lighting subject, to reach any 
 particular class of people. 
 
 In undertaking work of this nature no dealer should try to 
 cover a larger group of prospects than he is in a position to have 
 followed up by personal calls within thirty days. Much better 
 results can be obtained from working intensively on a group of 
 fifteen or twenty people who are real prospects than on a much 
 larger group with a relatively smaller number of real prospects in 
 it. 
 
 PROSPECTUS 
 
 Industrial Lighting 
 Campaign 
 
NEWSPAPER ARTICLES 
 
 N EWS material for publication in the local newspapers should 
 be prepared by someone who has had experience in this kind 
 of work and who has a keen sense of news values. In several 
 communities this is arranged by employing a former newspaper 
 reporter on a regular salary basis to handle not only this feature 
 of the publicity work but several others. It is quite possible 
 that arrangement may be made with a local newspaper reporter 
 to take on the work involved in preparing the news matter as a 
 side issue for a smaller fee. The person selected should have an 
 entree into the newspaper offices and should be personally ac¬ 
 quainted with the city editors. 
 
 The Joint Committee for Business Development will supply 
 newspaper material, together with data covering the more 
 interesting phases of lighting development. The Committee on 
 Public Utility Information can also be called upon for assistance, 
 in states where they are organized. 
 
 s Money 
 Question- 
 
 ,,E 
 
 PD ACTIC AL ELECTMCAL NL W] 
 
 Electrical Home Ideas IVorth 
 ■Money; T hey May Win Prize 
 
 The L*^*»*<>od E|*ctr*c Co. 
 
 Can You Answer Ten 
 
 Electrical Questions* 
 
 CHASE a1 
 
 SlnWEXlRONEB 
 
 -— l^r»( lr-^ 
 
 WEST SIDE ELECTRIC CO. 
 
 it fS chilly 
 these morning * 
 
 The Coffield 
 
 W -bmr Co. 
 
 Western Electric 
 
 Housekeeping 
 
 
 A Gainaday NOW 
 
 JlCU As Low as 
 
 CL'ACDaJBprtrrcIf 
 
 Key to a Clear House 
 
 
 Greet Your Guests 
 With Hoy a! Cleanliness 
 
 ’-zsSrg.aszxi 
 
 ypy 'Wcfoi'iftis 
 
 Washer 
 
 What a Treat! 
 Electric Waffles 
 
 WESTINGHOUSE 
 
 THE P. A. GE1ER CO. 
 
 Gainaday Electric Company 
 
 » T.ylor Arx.de Phone: CWy 1*33 
 
 4> 
 
 Typical Electrical Pages Used in Newspapers 
 
NEWSPAPER ADVERTISING 
 
 I T is anticipated that a large part, if not all, of the space 
 necessary for newspaper advertising will be donated by those 
 subscribers to the local activity who have regular contracts 
 for space. In this way the actual cost of the space used will be 
 considerably less than if the space were purchased at non-contract 
 rate. 
 
 The preparation of the advertisements themselves should be 
 handled by some organization or individual who has had experience 
 in newspaper advertising. 
 
 Sufficient space should be used to get favorable attention, and 
 equal treatment in the matter of space used should be accorded to 
 those newspapers which give an equal amount of news space in 
 support of the community activities. 
 
 The entire newspaper advertising for any single activity should 
 be prepared well in advance to insure a comprehensive treatment. 
 Where the local situation demands it changes in the copy should 
 be made from time to time. The Joint Committee for Business 
 Development will be glad to make suggestions and supply some 
 material for this type of advertising. 
 
 
c .Announcim 
 
 THE 
 
 Cleveland Electrical Development Campaign 
 
 Under The Direction of 
 
 ELECTRICAL LEAGUE 
 
 Through a broad minded spirit of co-operation, developed and fostered by the Electrical 
 League, the members of the electrical industry in Cleveland have,joined together in a 
 constructive movement to extend its usefulness to the community. 
 
 To accomplish this aim, The Cleveland Electrical Development Campaign is now being 
 launched, providing an intensive educational program for the improvement of standards of 
 service and business methods within the industry, and for the further enlightenment of the 
 public on the advantages to be derived from the proper use of electricity in the factory, 
 office, store and home. 
 
 The following outline of the various activities already scheduled show's the importance 
 and scope of this program. 
 
 An Industrial and Commercial 
 Lighting Exhibit 
 
 A demonstration of up-to-date methods of illumination will be 
 given at an Industrial and Commercial’Lighting Exhibit, to be 
 held over a period of three months, at the Electrical League. 
 The advantages to be derived from proper lighting will be dem¬ 
 onstrated and explained to facnry executives, superintendents 
 and foremen, and also store and office executives’. 
 
 Model Electrical Homes 
 
 To show the public how electriciry can be used to best advan¬ 
 tage in the home, three model electrical homes, ranging in value 
 from $15,000 to $70,000 will be built in various parts of the 
 city and opened for inspection 1 hese houses will demonstrate 
 the many ways in which electricity can contribute to the attrac¬ 
 tiveness. comfort and convenience of the modern home. 
 
 An Electrical Scholarship 
 Contest for School Students 
 To stimulate greater interest in electricity among the younger 
 generation, a practical electrical course will be given in one of 
 the daily papers. The course will consist of 30 lessons, at the 
 completion of which an examination will be held. The first 
 prize w ill be free tuition in Case School of Applied Science for 
 the full term of four years. 
 
 Educational Publicity 
 
 In addition to advertising featuring the above activities of’the 
 Electrical League, educational publicity will be run regularly 
 in the electrical pages of the daily papers, to give the public 
 helpful hints and information on how to buy and use all kinds 
 of electrical equipment for residential, commercial and indus¬ 
 trial purposes. 
 
 Educational Meetings 
 for Electrical Men 
 
 A comprehensive schedule for educational work among elec¬ 
 trical men has been mapped out. All men engaged in the elec¬ 
 trical business in Cleveland will be invited to attend meetings 
 at the Electrical League, at which subjects of common interest 
 will be openly discussed Addresses will also be given by well 
 known men who will impart valuable information along tech¬ 
 nical and business lines. 
 
 A School for 
 Electrical Salesmen 
 
 To develop more and better salesmen for the electrical industry, 
 a Sales School has been opened at the Electrical League. An 
 intensive course in the fundamentals of salesmanship and busi¬ 
 ness efficiency is offered on a basis which is making it possible 
 for many young men to learn while thev earn 
 Better Accounting for 
 Electrical Contractors and Dealers 
 
 In line with other educational work to help electrical men im¬ 
 prove their merchandising and business methods a plan to help 
 the less informed adopt a modern system for keeping accounts 
 will soon be put in operation 
 
 Electrical Directory 
 
 To make available in one convenient source detailed informa¬ 
 tion on where all kinds of electrical equipment can be pur¬ 
 chased. a directory of 350 Cleveland electrical concerns is be¬ 
 ing compiled, listing the name, location and branch of business 
 of each fii*m. A complete list of all electrical goods manufac¬ 
 turers will also be included. 
 
 This constructive program has been made possible by the 
 operation of the following firms representing all branches 
 land: manufacturers, jobbers, contractors, dealers and the 
 
 ABC Appliance Co. 
 
 A. B Di> Nat. Screw it Tack Co. 
 The -Adapt i Co. 
 
 Ajax Electric Co 
 American Steel it W'ire Co. 
 
 Ape* Electrical Distributing Co. 
 Art Metal Manufacturing Co. 
 
 A. it W. Elecinc Sign Co. 
 
 Berg-Clark Electric Co. 
 
 Wm Bonkos.sk, 
 
 Bnte-Lite Electric Co. 
 
 Brookins Co. 
 
 Brookl)n Electric Co 
 Buchan Electric Co. 
 
 Buckeye Lamp Div of G. E. Co. 
 Cartyon Electnc Co. 
 
 Central Electnc Co. 
 
 Chicago Fuse Manufacturing Co. 
 Citizens Electnc Construction Co. 
 City Electnc Co 
 Clark Electnc Winng Co. 
 Cleveland Armature Works Co. 
 Cleveland Electnc Illuminating Co 
 Cleveland Electncal Supply Co, 
 Cleveland Switchboard Co. 
 Cleveland Washing Machine Co. 
 
 Colonial Lamp Div o! G. E Co. 
 Continental Electric Co. 
 
 Correct Electric Co. 
 
 Crescent Brass it Mfg Co. 
 Cutler-Hammer Mlg Co. 
 Cuvahoga Power Supplies Co. 
 
 A C Day Electric Co 
 Denzel Electric Co. 
 
 Delco Light Product. Co. 
 Dingle-Clark Co. 
 
 Doan Electnc Co. 
 
 Domestic Electnc Co 
 Duboy Electric Co. 
 
 J J Dunn 
 
 Eagle Electric & Supplv Co. 
 Economy Fuse it Mlg Co 
 Edison Electnc Appliance Co. 
 Electnc Supply Co. 
 
 Electnc Necessities Co 
 Elect nctl Distributor* Co. 
 
 Electnc Construction it Sales Co. 
 Electnc Fixture it Appliance Co. 
 Electncal Manufacturing Co. 
 Electnc Vacuum Cleaner Co.. Inc. 
 Elliott Electnc Co. 
 
 Enterprise Elec Const it Fie Co 
 Euclid Ave Electric Fixtures Co 
 Emer Electric Co. 
 
 Euclid-Doan Electric Co. 
 
 Fairbanks. Morse it Co. 
 
 Fitch Electric Co 
 Frankel Light Co. 
 
 P A Gcier Co 
 General Electnc Co 
 Gtadis Electric Co. 
 
 Grant Electric Co 
 Haas Electric Sales Ctr. 
 
 Hamilton Co 
 Harnngton Electric Co. 
 
 Hausmann Electnc Co 
 Hibbard Company 
 Hilts Electnc Co 
 Home Electric it Fixture Co. 
 
 Home Commutator Co. 
 
 Hough Elecinc Co. 
 
 Ivanhoe-Regent Works ol G.E Co. 
 Thru B Jamison Co. 
 
 Kavline Co 
 Kerber Electnc Co. 
 
 Kinney it Levan Co. 
 
 (inancial support and unselfish co- 
 of the electrical industry in Cleve- 
 lighting company. 
 
 Co. 
 
 Lakewood Electrn 
 John C. Laturell 
 Leonard Electnc Mlg Co. 
 Light House Co 
 Ludwig, Hommel it Co. 
 Luetkemeyer Co. 
 
 Malone. G W 
 Martien Electnc Co 
 McN'emev Electric Co 
 Merrell-Sharp Electnc Co 
 Modern Household Sales Co. 
 Model Electric Co. 
 
 Morreau Co. 
 
 I T Moyer Electnc Co 
 National Telephone Supply Co. 
 Newman-Stern Co. 
 
 O'Bnen. J. V. 
 
 O'Neil. R. J 
 Oden Electnc Co 
 Ohio Elecinc it Controller Co 
 Ohio Motor Washer Co. 
 
 Parker Electnc Co. 
 
 Perme Electric Co. 
 
 Pfahl Electric Co. 
 
 Plating it Rcfimshing Co. 
 
 . Co. 
 
 Progressist Fixture it Br> 
 Raymond Electric Co 
 Reliance Electric it Eng Co. 
 Republic Electnc Co. 
 
 Reserve Electnc Co 
 Rogers Thor Electric Co. 
 
 John A Rocblmg> Sons Co 
 Scott-Ullman Co 
 Service Electric Co 
 Shelbv Lamp Div ol G. E Co. 
 Silver-.Morgensirrn it Co. 
 
 Sterling Lamp Div of G. E. Co. 
 Sterling it Welch Co. 
 
 Sunbeam Lamp Div of G. E Co. 
 Supenor Electnc Co. 
 
 Htrain Thomas. 
 
 United Elec. Fut. it Supplv Co. 
 Van Ali-Colling» Co. 
 
 Wallene Fnginecnng Co. 
 
 Western Electnc Co 
 Weatinghouse Electric it Mlg Co. 
 Westmghouse Lamp Co. 
 
 West Side Electnc Co. 
 
 Whitmer Electric Co. 
 
 Geo. Worthington Co. 
 
 Fall detail* concerning any of the abooe actiinties can be secured at the Club Rooms of the Electrical League, Top Floor, Hotel Statler 
 
 Facsimile of Announcement Advertising Program of Local 
 Business Development Activities 
 

 iaw&r Cbsf of Prodaalion-jF^er^cck/efffs gl 
 tfqfher Qualify Qoods-Resutt From Proper Ugh ftp# 
 
 ELECTRICAL LEAGUE-STATLER HOTEL 
 
 Illumminated Sign Board Located in the Busiest 
 Down-Town Section 
 
 OUTDOOR ADVERTISING 
 
 I T is anticipated that where a campaign is carried on in a 
 larger community one or more of the subscribers will be using 
 bill-board space or mural advertising, which can be donated to 
 feature the activities engaged in. Attractive art designs and a 
 special outdoor advertising program will be provided upon request 
 to the Headquarters of the Joint Committee for Business 
 Development. 
 
 AD 
 
IMPRINTED MESSAGES 
 
 S LOGANS, pertinent phrases, and special copy may be used for 
 monthly imprinting on stationery, billheads, post cards, 
 envelopes, etc., of the individual subscribers to the movement. 
 In the activities in a number of cities the imprint space on the face 
 of the postal card used by the Light & Power Company for its 
 monthly billing was found to be of great value. An envelope 
 stuffer may be used by arrangement with the local telephone 
 company in all of its billing. 
 
 Slogans similar to the following were used: “Visit the Modern 
 Electrical Home—Address—Date,” “Progressive Merchants Build 
 Business with Right Lighting,” “Lower Cost of Production— 
 Fewer Accidents—Higher Quality Goods—Result from Proper 
 Lighting,” etc. 
 
 Imprint Space on Lighting Company’s Monthly 
 Post Card Bill Used to Advertise Local Business 
 Development Activities. 
 
PROGRESSIVE MERCHANTS BUILD BUSINESS WITH RIGHT LIGHTING 
 
 Imprinted Messages Used on 
 Letterheads and Envelopes 
 
 ELECTRIC COMPANY 
 
 483 Broadway 
 
THEATRE SPECTACLES 
 
 OUGGESTIONS for spectacular lighting features in local thea- 
 O ters and motion picture houses will be furnished from the 
 Headquarters of the Joint Committee for Business Development 
 on request. It is possible that arrangements can be made with 
 the manager of local motion picture theaters for a prologue which 
 might be termed a pageant of light. In this way a large number 
 of people may be educated on the proper application of good 
 lighting in any or all of the several lighting fields by showing 
 either the difference between good and bad lighting or by sug¬ 
 gesting the wonderful possibilities that come from a more com¬ 
 plete and extensive use of lighting. 
 
 HOME LIGHTING MANUAL 
 
 T HERE is in course of preparation at the present time an in¬ 
 struction book on home lighting which will be available for 
 distribution by dealers, contractors, lighting companies, jobbers, 
 manufacturers, clubs, etc., at a very nominal cost. 
 
 This book will be profusely illustrated and will contain definite 
 suggestions with regard to intensities, maintenance, arrangement, 
 selection of fixtures, decorative possibilities, lighting the work¬ 
 shops of the home, and similar items of interest to the renter and 
 the home-owner alike. 
 
 It will also be to the advantage of the local organization in each 
 community to arrange for the distribution of this home-lighting 
 manual as a part of the activities described herein. 
 
Traveling Demonstration Equipment Used to Illustrate 
 Lectures on Lighting 
 
 LECTURES 
 
 A RRANGEMENTS may be made for the presentation of 
 popular lectures, either by a local representative of the elec¬ 
 trical industry or by a travelling lecturer, before local business 
 clubs, schools and other organizations. 
 
 This may be something in the nature of a rather spectacular 
 lecture-demonstration, for which the necessary equipment to il¬ 
 lustrate the fundamental principles of lighting may be obtained 
 by arrangement with the Headquarters of the Joint Committee 
 for Business Development. 
 
CONCLUSION 
 
 RESULTS TO BE EXPECTED 
 
 T HERE are four fundamental functions in selling, three of 
 which can, to a material extent, be furthered or accom¬ 
 plished in the electrical industry by such an activity as the 
 Business Development movement. These are as follows: 
 
 i. Commanding the attention of the buying public. 
 
 2. Creating an interest in electrical products through edu¬ 
 cation. 
 
 3. Creating a desire to have electrical products. 
 
 All of these will be accomplished by the work outlined here¬ 
 with. 
 
 The fourth function of selling is that of making the individual 
 sale. This can never be covered by co-operative development 
 work, but only by the efforts of the individual retailer who must 
 tie-in with the general program to the extent that he can say, 
 “Here is the article you desire, of the highest quality, etc.” 
 
 The Business Development activity has been built by the 
 Joint Committee for Business Development upon the four funda¬ 
 mentals mentioned above. The first three have been intensively 
 covered and the last one can be measured only by the effort of the 
 individual subscriber over a relatively longer period of time. 
 
ENDORSEMENT- CO-OPERATION 
 
 A T the invitation of the National Electric Light Association, 
 - members of various electrical organizations and branches of 
 the electrical industry met with the Association’s officials on 
 January 9th, 1922, to consider the organization of a combined 
 movement for Business Development. 
 
 This was enthusiastically endorsed and, realizing that con¬ 
 certed action is essential, the Joint Committee for Business 
 Development was organized with headquarters at the offices of 
 the National Electric Light Association. 
 
 The electrical organizations and the leaders of the electrical 
 industry are earnestly co-operating in this movement which has 
 for its purpose no less an object than to Electrify America. 
 
 GUIDE BOOKS 
 
 The activities of the Joint Committee for Business Develop¬ 
 ment are at present grouped under five general headings, or sub¬ 
 jects. Each subject is the title of a Guide Book. Chapter 1 of 
 each Guide Book has been issued in booklet form, as follows: 
 
 Guide Book I—Organization 
 
 Chapter 1—General Outline 
 
 Guide Book II—Lighting 
 
 Chapter 1—General Outline 
 
 Guide Book III—Appliances 
 
 Chapter 1—General Outline 
 
 Guide Book IV—Wiring 
 
 Chapter 1—General Outline 
 
 Guide Book V—Industrial Power 
 Chapter 1—General Outline 
 
Chart of Activities 
 
 of the 
 
 Business Development Movement 
 
 JOINT COMMITTEE for BUSINESS DEVELOPMENT 
 
 Representing 
 
 Elect. Contractors Electrical Jobbers 
 
 Elect. Dealers Elect. Manufacturers 
 
 Central Stations ; 
 
 HEADQUARTERS 
 
 ORGANIZATION 
 
 LOCAL ACTIVITY 
 
 6y 
 
 Elect. Contractors Elect. Jobbers 
 Elect. Oealers Elect. Manufacturers 
 
 Central Stations 
 

 
 
 
 
 
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 1 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 
 
 
 
 
 
 
 
 
 
 
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