Will MBTA Sell Naming Rights To Stations To Raise Ad Revenue?

December 31, 1969 12:00 AM
Will MBTA Sell Naming Rights To Stations To Raise Ad Revenue?

" BOSTON (CBS) - Charlie has been getting the cold shoulder from Madison Avenue lately.

The MBTA’s advertising revenue has not bounced back to pre-recession levels, despite high hopes that splashy new ad vehicles like “wrapped” Red Line trains would bring in thousands in extra revenue, helping the MBTA to chip away at a projected $161 million deficit for the fiscal year beginning in July.

Advertising revenue for the MBTA’s 2012 fiscal year is projected to be around $12 million, down from more than $15 million for fiscal year 2009, according to the MBTA.

Ad revenue “has not come back to full strength,” Barbara Moulton, assistant general manager for customer communications and marketing at the MBTA, told the Boston Business Journal.

Back in 2010, soon after Richard Davey (currently the state’s transportation secretary) joined the MBTA as general manager, the MBTA rolled out its first ever “wrapped” MBTA cars. Metro PCS paid around $120,000 to brand several Red Line trains for two months.

At the time, Davey expressed hope that while ad revenue had dipped since the recession, by being innovative and creative, the MBTA would get back on track.

But the MBTA hasn’t sold another wrapped train since 2010 "

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