By Lauren Wanko
Correspondent
Advertisements on school buses? The idea’s gaining traction among New Jersey school districts.
“It’s a win-win for advertisers and the school districts,” said Director of School Bus Advertising for the Educational Information and Resource Center Jack Calkin.
In 2011, Gov. Chris Christie signed a law that allows boards of education to sell ad space on the exterior sides of their school buses. The New Jersey State Board of Education approved the regulations a year later. So far, 17 school districts in 14 counties have contracted with the Educational Information and Resource Center, or EIRC — a public agency which finds and vets the advertisers and ads along with completing the installation. At one point, 47 Washington Township School District buses were stamped with advertisements.
“School districts really don’t have a choice with the lack of funding we’re getting from the state. We have to look at all levels of alternative revenue generation. School bus ads are just one part of the overall program to bring additional revenue,” said school board President Ginny Murphy.
So far, the Washington Township School District’s bus advertisements have generated about $10,000. The law requires half of the funds generated from the ads offset fuel costs. That bill totals about $625,000 a year for this school district.
“The other 50 percent, they can use for any programs the school would need,” Calkin said.
Washington Township’s school board has been selling advertising space on their 75 school buses since 2012.
“We have a handful of advertisers that have come onto the scene and we would definitely like to have more and more buy into the program,” said Murphy.
“This is a way for advertisers to give back to the community because 65 percent of the revenue goes into the district,” Calkin said.
The other 35 percent covers EIRC’s operating expenses and other costs like this television commercial. The agency’s advertising for advertisers. It’s now airing in Monmouth and Ocean counties.
The ads are made of vinyl and can get peeled off. Up to six ads can be placed on the bus. The size varies. A small sign costs $560 for the year. A large ad runs $780.
“We’ve done our research and basically it’s the cheapest form of advertising that we’ve come across,” said Calkin.
“It’s great for advertisers because they have tons of different bus routes in different regions of New Jersey. They can target to advertise,” said EIRC Marketing Director Alicia Truman.
All ads must be approved by the local school board. Political advertisements are prohibited and so are anything that promotes alcohol, gambling, tobacco, political or religious ads. Meantime, later this month the Washington Township School Board will be voting on a new advertiser.