
Photo by Benjamin Kabak
When: June 15, 2011
Where: The staircase leading up from the Shuttle platform to the entryway to Grand Central Terminal at 42nd St.
I found myself last week walking past the Shuttle platform after entering the subway on 42nd St. and Madison Ave. As I neared the walkway to the IRT complex, I spied these in-staircase advertisements on the steps leading up from the Shuttle platform. As an orange juice connoisseur, I thoroughly enjoyed the subject matter, but what struck me even more so was the presentation of the advertising. I believe this is the first time the MTA has placed a billboard ad inside a staircase.
The ad, on display just a few yards from a train wrapped in a promotional campaign for Lady Gaga’s latest album, works best from a distance. As harried straphangers approach the staircases, the ad comes into view, and Simply Orange is on display for everyone to see. This presentation too is appropriate only for stations that have expansive views and staircases. It wouldn’t work at, say, the 79th St. entrance along the 1 train because those exiting the station never see the staircase from a distance.
As we know, the MTA is trying to eke as many advertising dollars as possible out of the subway system, and the 42nd St. corridor is the ideal location for it. Grand Central is the system’s second busiest subway station, and commuters bound for Midtown office buildings filter through the Shuttle station. This isn’t the first advertisement to adorn the staircase, and we’ll have to see where else these types of ads end up. For now, I’m a fan of the presentation even as advertising becomes more pervasive throughout the system.