West Mids slash fares by 24 per cent
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kRES on all West Midlands Passenger Transport Executive's buses ive been reduced by an average of 24 per cent (CM September 5) ports MIKE RUTHERFORD.
There has been a reduction of o to one-third in all adult onis and single/ordinary return il fares, Travelcard prices have aen cut by an average 21 per rnt, and there will also be a 2p rt fare for children on buses, Councillor Gordon Morgan, ader of West Midlands County ouncil and chairman of the ounty Council's passenger 3nsport committee, sees the ove to reduce fares as an "hisric transport event". "We are aping for standing room only," said at a Press conference in rmingham.
The exact cost of the exercise not clear, though the PTE says t is estimated that the fare cuts rckage will cost £17.9m in lost venue in a full year, and 0.4m in 1981-82 after allowing r more passengers being at)cted to bus services".
Far from penalising local busirss with increased rates, Counlor Morgan sees the cuts as an ivantage for industry and corn merce. Workers, for instance, will be able to commute to work more easily and more cheaply, he said.
The cuts have been implemented with "the authority of the electorate-, said Councillor Morgan. There will be financial benefits, especially for lower-income families, as well as social benefits, he claims. The "progressive and enlightened transport policies" are a safety net for private motorists and an assurance of employment for transport workers, he added.
The cuts are being launched with a £50,000 two month publicity campaign which will include such slogans as "bus cuts have never gone down so well" and "if you're not on this bus you must have money to burn".
A major objective of the campaign will be to persuade people in the West Midlands to make greater use of public transport. It is also aimed at non-users who may switch to public transport in view of the price difference between fares and private motoring.
Councillor Morgan claims that for the "ordinary" ratepayer, the move is a transport bargain. "Everybody is entitled to freedom of movement," he said.