LIRR introduces ads on train cars

For the first time in the 176-year history of the LIRR, the agency Tuesday began featuring ads on the exteriors of its trains.

The ads - promoting Optimum Wi-Fi, a subsidiary of Newsday's parent company, Cablevision - appeared on four Long Island Rail Road cars Tuesday, but officials said that number will soon grow to 50 of the LIRR's 830 M-7 cars.

The ads represent one of the many tactics being used by the Metropolitan Transportation Authority to shrink a $900-million shortfall. In recent weeks, the transit authority has also cut service, laid off workers and consolidated administrative offices.

MTA officials Tuesday would not disclose how much money the authority was making off the new ads, which are appearing only as a three-month pilot program. If they prove successful, MTA officials said they would consider selling ad space on the sides of more trains.

The MTA makes about $100 million a year in ad sales revenue. While subways and buses have featured exterior ads for years, MTA spokesman Aaron Donovan said the agency has been hesitant to sell ads on the side of its commuter railroad train cars because "it remains an unproven market."

"The dramatic shortfall in state tax revenue has caused us to think creatively, and aggressively pursue opportunities," Donovan said.

Commuter railroads in other cities, including Chicago and Boston, have featured ads on the sides of train cars for years.

William Henderson, executive director of the MTA Permanent Citizens Advisory Committee, said it's true that, compared with city subways and buses, relatively few people will see the ads on the sides of LIRR trains. But, he said, there may be another reason why the MTA has been reluctant to transform LIRR trains into moving billboards until now.

"I think there is an understanding that the commuter rail riders are paying a high cost for their travel, and sometimes I think there may be a reluctance to do what might be seen as cheapening that in the point of view of some people," said Henderson, who applauded the MTA's creativity in trying to find new sources of revenue.

Also Tuesday, the 42nd Street Shuttle became the first MTA subway lines in history to feature video ads inside train cars. The small video screens on the overhead banners promote the upcoming Major League Baseball playoffs on TBS and feature highlights of the previous night's games.

Shuttle rider Mario Padilla, of the Bronx, said he thought the video ads were "cool" and allowed him to catch up with his beloved Yankees during his commute.

"If it raises new money for the system, I think that's a good thing," Padilla said. "And if we've got to pay more, they should do something in return."