Aug 8, 2008 9:32 pm US/Eastern
Coming Soon: 'Tunnel Vision' In NYC Subways
MTA To Try High-Tech Ads On Tunnel Walls, Platform Walls And Sell Station Naming Rights To Businesses
NEW YORK (CBS) ―
The cash-strapped Metropolitan Transportation Authority has a treat in store for straphangers, and a creative way to fill its budget gap – selling the subway.
But will you like the new "ad"-ditions?
If you liked it as a kid, you'll love it as an adult … at least the MTA hopes so.
"One of the ways we're looking at raising revenue is really maximizing potential new ways to do advertising," said MTA spokesman Jeremy Soffin.
The MTA wants to give its 5 million daily riders "tunnel vision."
It's based on the childhood toy "Zoetrope," a flip book translated to the walls of subway tunnels, so as you ride you can see an ad. All it takes is 1,000 feet of tunnel for a 15-second spot.
But there's more. Bored staring at the plain white station tiles while you wait? Well, be bored no more.
"We're going to try projecting ads so when you're waiting for a train on a platform you look across at the wall and see an ad," Soffin said.
New Yorkers CBS 2 HD spoke to seemed intrigued by the idea.
"I don't think it's a bad idea," said Joclyn Vasquez of the Bronx. "Sometimes ads are very colorful. The city will look nice and clean as opposed to graffiti."
And the potential of the systems' 468 subway stations could also be a gold mine. Think cars wrapped with ads. Imagine the same on buses as they pull into the station, not to mention companies buying the naming rights to stations themselves.
"They've got to make revenue somehow," said Al Kocka of New Rochelle. "Advertising is a very profitable way of doing business."
"It's somewhat entertaining for commuters, and anything to alleviate the cost of transportation," added Frank McLane of Bucks County, Pa.
Not everyone is as enthusiastic about the idea. Transit advocates think the whole thing could turn out to be a little confusing.
"We don't want somebody to be looking around for 'Hershey' station or 'Citibank' station when in fact it would be easier to send them to 42nd Street," said Thomas Henderson of the Transit Riders Council.
Commuters' reaction was mixed.
"As long as it's done tastefully, I don't have a problem with it," Kocka said.
"If it slows things up and gets people to do knee bending and rubbernecking, then it's not a good idea," said David Carbone of Peekskill.
These ideas are not pie in the sky. MTA officials tell CBS 2 HD the pilot programs will start in the fall.
(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)
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