Mobile Hoardings
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FEW bus undertakings are now in a position to place aesthetics before profit, yet some municipalities still refuse to accept advertising on their vehicles. Birmingham City Council were stung to abandon their artistic scruples only by the comments cif the West Midland Licensing Authority When they applied for permission to increase fares. They have now entered into contracts with advertisers that will bring in at least £50,000 a year: Provided that advertising is properly controlled it shpuld not disfigure a bus. It is not necessary to plaster a vehicle with posters to secure the maximum revenue. By keeping publicity spaces to a minimum, their value is enhanced The sides of the upper deck and the rear panel are the only exterior " sites " that should be let to advertisers. In the interests of intending passengers, as well as of traffic-handling, the "ear spaces" beside front and rear destination indica tors should be kept free from posters. The legibility of indicators is seriously affected b3 surrounding advertising matter.
Advertisements on cant panels and front bulk. heads not only produce useful revenue, but arc oftenentertaining to passengers, and there is little legitimate objection to their admission.
Publicity is one of the principal reasons for the operation of C-licence vehicles, but the transpori department is normally debited with the whole cost of decorating vehicles. Complicated designs are extremely costly to execute and maintain in good condition, and there is every reason why the advertising appropriation should bear some of the expense.
The transport manager is concerned entirely with the safe transport of goods at minimum cost and it is unreasonable to expect his department to bear the whole of what is rightly a publicity expense.