Nearly 10% of the power of a $110 \mathrm{~W}$ light bulb is converted to visible radiation. The change in average intensities of visible radiation, at a distance of $1 \mathrm{~m}$ from the bulb to a distance of $5 \mathrm{~m}$ is $a \times 10^{-2} \mathrm{~W} / \mathrm{m}^{2}$. The value of 'a' will be _________.