THE BEE: OMAHA, FRIDAY, AUUUST 1912.
I
ft Mammoth Jetter
The Jetter Brewing Co.
THE mammoth Jetter sign illustrated on this page occupies space
on the roof of the Hugo Bilz building at Fourteenth and Douglas
streets. . It advertises the famous beer which this brewing com
pany began making last spring, Old Age. This beer is one of the most
popular brands that is sold in Nebraska. The sales during this sum
mer have been tremendous.' This beverage is made under the direc
tion of a brew-master who, for years, was engaged in making beer in
Germany. He understands the business in every detail. Only the pur
est grains and other materials are used in producing Old Age. The
barley is selected from the finest field in the country.
Old Age is placed in Amber bottles, which protect it from the
piercing rays of the-sun, and keep it pure and wholesome all the time.
Beer in light bottles, scientists have proven, does pot retain its good
qualities after the light rays have workel on it for a short time. In
order for bottled beer to be kept pure it must be placed in dark bottles.
Omahans have found one of their finest drinks in Old Age, and the sales of
this beverage are growing fast, requiring the uninterrupted work of the Jetter staff
to. produce enough beer to supply the great demand.
Beer Sign Flashed
Made by Thomas Cusack Co.
MORE than 1,500 large electric bulbs will be used in this sign to
flash forth the words of the advertisements and to give life to
the beer as it flows into the large glass, which is fifteen feet
high. The electric lights are so arranged and will have such cut-offs
that the effect produced will be that of beer running into the bottle and
foaming over. The huge bottle, ten feet wide and forty feet long, is
lined with powerful lights. The letters in the word "Jetter V are five
feet high. Those in "Old Age" are practically as high as those in
Jetter 's, as also are those of the word "Beer." The letters in "Amber
Bottle" and in "Old German Style" are slightly lower than those in
the other words. The second glass, which rests in the left lower hand corner is
the same size as the one into which the electric beer is poured, namely fifteen feet.
The whole sign is one of the largest ever erected' in the west. It Is forty feet
high and thirty-eight feet wide, being nearly square. It was erected by the Thomas
Cusack Company, which placed one of theif experts in charge of the work. This
man took a pride in his task and produced an excellent specimen of what the Cusack
Company can do.
Sign experts who have inspected the new Jetter flash have declared it to be one
of the best of its kind in the country. They regard the general plan of flashing as
just as good as can bo produced. They also declare that the sign will arract much
attention from visitors to Omaha.
First Last Night
Current from Omaha Electric Light &
Power Co.
THE stylo of this sign was originated in the office at the contnifcting agent of
the Omaha Electric Light & Power Company, anil it was built by the
CuBack Company after plans and specifications fur nished by the contract
ing department of the Omaha Electric Light & Po er Company.
The immensity of this sign can be estimated when it is understood that it re
quires 10 horse-power to operate Its mechanism and light! .
The electric current for this mammoth Jetter beer ; sign is supplied by the
Omaha Electric Light & Power Company, whose representatives hd charge of the ,
special wiring of the display.
This company furnishes the electricity for most of the signs in the city, and Has
been one of the companies of the middle west that has encouraged the use of the
large electric displays. In Omaha there are more display electric signs than are
shown in most towns of this city's size. '
Omaha merchants who own these displays realise the valife of illumination in
making a city appear in a favorable way to the outsider. The manwho visits Omaha
at night und beholds the electric displays on Farnam and Douglas is impressed with
the metropolitan appearance of this big city. '.;
In New York the Great White Way is famous, not on Jy' because otf the amuse
ments and the cafes that are located there, but also because It is almoit as light by
night as it Is by day. Electric signs and perfect street illu miration ma ke it so.
The new Jetter sign adds another impresaiye point to the city's appearance and
aids in giving a favorable first thought to the man who mes here from the east,
south, west or north with a critical eye. 1 '
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