Advertisements encroaching deeper into the MTA's vast transportation network of track

[Trainspotter]

MTA adding ads to add to funds

BY PETE DONOHUE

DAILY NEWS STAFF WRITER

July 13th 2008

 

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Agencyspy

Advertisements in New York City subway stations.[/float]Advertisements encroaching deeper into the MTA's vast transportation network of tracks, tunnels and stations, producing record revenues.

 

Ad-generated income totaled $106 million last year, up from $90 million the previous year, the Metropolitan Transportation Authority said.

 

That figure is expected to top $110 million this year as the MTA continues to test new strategies to capture the attention of riders - including projecting commercials onto subway station walls in the line of vision of passengers standing on platforms.

 

After years of consideration, the MTA this year also will test the placement of ads on tunnel walls between stations that would unfold like a flip book or silent movie as a train rolls by, officials said.

 

"It's high priority of ours," MTA CEO Elliot Sander said. "We've made strong progress in generating new revenues, which is critical, given the MTA's challenging financial circumstances. We've done a very good job with this."

 

The MTA faces a 2009 budget gap that Sander previously said could be as high as $700 million, largely because the economic downturn has meant sharply falling tax-generated subsidies. As a result, fare and toll hikes will be necessary unless the state allocates more money to mass transit, transportation officials have said.

 

Several riders said they didn't mind the level of commercialism. The various forms of billboards "actually makes it look better," said Shanique Varlack, 17, a college student from Queens, adding that stations can be pretty dingy. "It's brighter and it's better than just looking at walls," she said.

 

A standard option in the "station domination" advertising package the MTA offers is the use of overhead projectors to display images on the walls of subway passageways. After a successful pilot project in the Union Square subway station, two overhead projectors are used in the passageway linking the Lexington Ave. subway lines to the shuttle at Grand Central Terminal.

 

When the beam is interrupted by a straphanger walking through the tunnel, one image melts away and is replaced by a second touting the same product, currently a cable television show.

 

"It's pretty nice, interesting," said James Cross, 37, a messenger from Brooklyn. "You can look at it and try to figure out what it is."

 

Ads have also reached into the area where passengers board Metro-North trains on the upper level of the railroad's terminal. Posters and billboards are plastered against the walls, hung above platforms and across railings bordering the slots where tracks come to an end.

 

A monitor to broadcast advertisements is also above one Metro-North platform in Grand Central as part of a pilot project.

[metsfan]

Anything within reason to stave off a fare hike.

 

- Andy

[R1Toasty]

After years of consideration, the MTA this year also will test the placement of ads on tunnel walls between stations that would unfold like a flip book or silent movie as a train rolls by, officials said.

 

Sounds like the masstransiscope to me. Good thing it wasn't a complete waste. I for one do not know what to think about advertisements. While they can help keep the fair down, they also detract from some of the feel of the subway... adding a cheap feel I think.

[Pablo M 201]

Do what PATH does and have passing ads in the tunnels.

[metsfan]

Do what PATH does and have passing ads in the tunnels.

 

If they were done in most tunnels you wouldn't need another fare for a while. You know what ads i do like... the ones at exchange place that have those cool cross-sections of various things that some company makes. The crappy products/services i don't really care for, but if the ads are for education/training and working for local businesses i am 100% for it.

 

- Andy

[7LineFan]

Sounds like the masstransiscope to me.

 

Does that thing still work?

[metsfan]

Does that thing still work?

 

On the PATH train? It's still there.

 

- Andy

[INDman]

All the ads remind me of graffiti, I mean on the 4th Ave line they cover the station walls from one end to the other. In a way I feel that it is legal graffiti (the point of tagging is to get noticed, which is what ads are for too) but it is a little better then in some cars where you have 2 different ads covering each side of the car. That reminds me of looking out the front in the tunnel and seeing REVS tag on every column between stations.

[7LineFan]

On the PATH train? It's still there.

 

- Andy

 

No no no, the Masstransiscope, on the abandoned Myrtle Avenue station between the Manny B and Dekalb.

[metsfan]

No no no, the Masstransiscope, on the abandoned Myrtle Avenue station between the Manny B and Dekalb.

 

I think its vandalized but still there.

 

- Andy

[TransitGuy]

I think its vandalized but still there.

 

- Andy

 

Yeah the last I heard is that it was still there but as you said it was vandalized. I could see the using that same style in order to advertise new ads.