The Madison City Council discussed the concerns of its constituents regarding wrap-around advertisements displayed on Metro Transit busses during its meeting Tuesday night.
The advertisements, which have increased in size due to a two-year pilot program that uses mesh to fully cover bus windows, have sparked negative reactions from Madison residents.
In an August 2007 petition, residents expressed concern that the use of public transit system vehicles to advertise alcohol and gambling was not conducive to improving Madison's perpetual party"" image.
""It is rather frustrating for a lot of people when you talk about lowering alcohol use in the downtown area and then you turn around and see a big bus wrapped in a beer can driving by,"" said Ald. Brenda Konkel, District 2.
According to City Attorney Michael May, busses are designated public forums under the city's current policy, which makes it difficult to restrict advertising content. When the commercial contracts expire at the end of the pilot program in April 2009, the committee could then decide what advertisements are appropriate or choose the least restrictive alternative to please residents.
Some residents feel that getting rid of the mesh advertisements all together would make Metro bus rides a more pleasant experience for riders in addition to solving the advertiser debate.
""For most people it is the cumulative effect of all the little things that happen to them that determines the quality of their lives,"" Madison resident Chuck Litweiler said at the meeting. ""Bus wraps that cover the windows with mesh are one of those little things.""
The council defeated a resolution to add five more vehicles to the total number of busses currently participating in the pilot program.
Ald. Eli Judge, District 8, said that the City Attorney will revisit the wrap-around advertisements when the pilot program is complete and legal changes can be further discussed. He noted that the issue is complex, since a portion of the advertising revenue goes directly to Madison Metro and keeps costs lower for riders.
""People don't like the wrap-around (advertisements), I've heard several dozen complaints about people missing their stops or they just can't see,"" Judge said. ""That's one of the things you get with that kind of revenue.
