Ads coming to Metra trains
By Richard Wronski
Tribune staff reporter
December 15, 2006, 8:00 PM CST
Next month, football fans headed to Soldier Field for the playoffs will be
pleased to see signs on passing Metra Electric trains proudly proclaiming
"Let's Go Bears."
But after that brief bit of boosterism, Metra passenger cars will become
fair game for advertisers, just as Chicago Transit Authority trains and
buses have been for a few years.
Seeing an opportunity to bring in much-needed revenue—in this case, $250,000
per ad campaign—Metra will allow advertising on the sides of its rail cars
under a contract with outdoor advertising firm Clear Channel.
The Bears signs will serve as a test run, Metra Executive Director Phil
Pagano said Friday. The magnetized vinyl signs will only be carried on two
or three passenger cars. "We want to see how it looks," Pagano said.
Metra won't be the first commuter rail line to carry ads on the sides of its
cars. A few rail lines on the East Coast have had them for some time, Pagano
said.
Specific advertisers have not been lined up yet for the rail cars, so it was
unknown what products would be featured. "I would assume it will be the same
people we use on billboards already," Pagano said.
Metra Board Chairwoman Carole Doris said the agency would have to be
"cautious" about what types of ads were on the high-visibility sides of
trains.
Under CTA's contract with Viacom Outdoor, the cash-strapped transit agency
receives $20 million over four years or 65 percent of the net revenue,
whichever is larger.
rwronski@...
Copyright © 2006, Chicago Tribune
By Richard Wronski
Tribune staff reporter
December 15, 2006, 8:00 PM CST
Next month, football fans headed to Soldier Field for the playoffs will be
pleased to see signs on passing Metra Electric trains proudly proclaiming
"Let's Go Bears."
But after that brief bit of boosterism, Metra passenger cars will become
fair game for advertisers, just as Chicago Transit Authority trains and
buses have been for a few years.
Seeing an opportunity to bring in much-needed revenue—in this case, $250,000
per ad campaign—Metra will allow advertising on the sides of its rail cars
under a contract with outdoor advertising firm Clear Channel.
The Bears signs will serve as a test run, Metra Executive Director Phil
Pagano said Friday. The magnetized vinyl signs will only be carried on two
or three passenger cars. "We want to see how it looks," Pagano said.
Metra won't be the first commuter rail line to carry ads on the sides of its
cars. A few rail lines on the East Coast have had them for some time, Pagano
said.
Specific advertisers have not been lined up yet for the rail cars, so it was
unknown what products would be featured. "I would assume it will be the same
people we use on billboards already," Pagano said.
Metra Board Chairwoman Carole Doris said the agency would have to be
"cautious" about what types of ads were on the high-visibility sides of
trains.
Under CTA's contract with Viacom Outdoor, the cash-strapped transit agency
receives $20 million over four years or 65 percent of the net revenue,
whichever is larger.
rwronski@...
Copyright © 2006, Chicago Tribune
--Dorian--
