rare softbound brochure titled “a new era in lighting” published in 1911 for general electric. the staple-bound pamphlet features a three color print of a city landscape illuminated by the rays of a mazda light. there is a single hole punch through the entire 22 page pamphlet in the upper left corner, so it could be hung on a nail or from a string for easy reference. the inside is elegantly designed on glossy paper, with orange borders around black and white photographs, pen and ink illustrations in the bottom right hand corner, glosses in the margins, and written-out page numbers. the publication promotes electric lighting, emphasizing the line of mazda lamps, with the claim that “any ordinary 16 candle-power carbon lamp can be replaced by a 40 watt g.e. mazda lamp giving twice as much light, and using 20 percent less current than the carbon lamp, at the same time providing light of vastly superior quality”. it includes lighting plans for an eight room house, general prices for electric lighting, and specifications for mazda lamps and holophane reflectors. it is in good condition; there is a sticker in the upper right corner that partially obscures the title and a slight tear at the head of the spine edge. general electric was begun by thomas edison in 1876; the year of this publication was the same year that national electric lamp association (nela) was absorbed into general electric's lighting business. in 1911 ge also established its lighting division headquarters at nela park, the world's first industrial park, in east cleveland, ohio. measures 4 3/16 x 9 ¼ inches.