With MetroCard ads come confused straphangersBy
As we enter an era in which ads decorate the fronts of MetroCards, the law of unintended consequences has taken over. Without familiar markings or arrows leading the way forward, those straphangers unfamiliar with the basic how-to’s of a MetroCard are having trouble navigating the ad-covered cards. DNA Info’s Jill Colvin tracked down some confused tourists to get their takes on the situation.
Generally, European tourists seemed to be the ones most confused at Herald Square by the Gap cards. “We struggled a bit,” one Norwegian vistori said. “If there was ‘This way’ showing the direction,” things would be easier, the tourist said to Colvin. Some New Yorkers too were questioning the need to take away visual directions.
The MTA, meanwhile, said it was still too early to know just how confusing the redesigned cards are but pledged to keep an eye on the matter. “We’ll continue to monitor and evaluate,” MTA spokesman Aaron Donovan said. “It’s an evolving program.” As I noted on Monday, future ad campaigns will have to work around the word “MetroCard” on the backs of the cards, but the direction exhorting users to “Insert this way/This side facing you” isn’t there to help.