Everyday, millions of New Yorkers run a flimsy piece of plastic through a prickly card reader as they head to and from work, school and play. Since the middle of 1997 when the gold card made its debut, these MetroCard have looked the same — a logo on front and an ad or PSA on the back. My current card urges me, tirelessly so, to say something if I see something.
Now, though, the MTA, in an effort to milk some more dollars out of the MetroCards, is willing to change the front. For the right price, the authority will accept advertising for the MetroCard fronts. “Millions of New Yorkers carry MetroCards with them everywhere they go, and use them multiple times a day,” MTA Chairman Joseph J. Lhota said in announcing the move today. “For those with a message and a desire to reach millions of people in a novel, attention-getting way, there is no better way to advertise.”
The MTA is billing this as a relaunching of an advertising program, and as such, they have unveiled new rates. Depending upon the number of cards purchased, the authority will charge between 18 and 51? per card for those who wish to utilize the back of a MetroCard. They expect to realize between $25,500 and $450,000 per ad campaign. While rates for the front were not released, the MTA said such deals would be “offered at a premium.” Ads that include a Transit-sponsored campaign will be 20 percent off.
It’s tough to see this as anything but a positive for an agency searching for cash. I could care less about the sanctity of the MetroCard. It’s hardly iconic, and in a few years, it’s going to be replaced anyway. Plus, most of us already carrying advertisements for whatever company sponsors our credit card bonuses or the banks that issue our debit cards. So we’ll be bombarded with one more ad in the subway, and the gold and blue card may look a bit busier on the front. It’s the price to pay.