County strikes deal to sell ad space on buses
BY JENNIFER AMATO
Staff Writer

NORTH BRUNSWICK - Middlesex County has unveiled a new program to place advertisements on the county's transit fleet, a practice expected to generate about $60,000 in revenues each year.

Freeholder H. James Polos, the chairman of the Public Works and Transportation Committee, introduced the program at an Oct. 3 press conference at the Middlesex County Central Vehicle offices, Apple Orchard Lane.

"We are pleased that Middlesex County is at the forefront of innovation," he said. "Creating additional new revenues without burdening taxpayers is certainly an accomplishment."

The county is working with Titan Worldwide, the world's largest privately owned, full-service out-of-home advertising company, to manage the program. Titan will sell advertising space to regional and national companies with the county receiving 50 percent of the gross revenue generated by the advertising sales.

Officials said the arrangement is the first time a New Jersey county has contracted with a third-party vendor with a proven track record in advertisement placement to manage all operations, including the maintenance of inventory on all vehicles.

"We're excited and we're looking forward to a prosperous partnership with Middlesex County Area Transit," said Terry Kenney, the market manager for Titan.

Advertisements for WABC-AM have already been placed on 25 buses, with the 22 other vehicles in the fleet not suitable to carry the ads because of their size. The posters are glued onto three sides of the vehicles, similar to a wallpapering process, in which an adhesive surface is applied and smoothed out.

"It's nice to finally get to this day," said Steven Fittante, executive director of the Middlesex County Department of Transportation, of the first successful attempt in 25 years to institute such a program.

He said that the revenue will allow the county to better assist senior citizens, disabled residents living independently and those transitioning from welfare to the work world by providing improved services in the future.

"Today is an excellent example of the innovative initiatives that occur in Middlesex County, especially at the Department of Transportation," Freeholder Director David Crabiel said.