Measurements are reported of the yield and spectrum of fluorescence, excited
by a 28.5 GeV electron beam, in air at a range of pressures of interest to
ultra-high energy cosmic ray detectors. The wavelength range was 300 - 420 nm.
System calibration has been performed using Rayleigh scattering of a nitrogen
laser beam. In atmospheric pressure dry air at 304 K the yield is 20.8 +/- 1.6
photons per MeV.Comment: 29 pages, 10 figures. Submitted to Astroparticle Physic