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Highlands Ranch [Change Location]

Blog Entry 39 of 91 The Happening

Steve Shultz here. I am a YourHub.com staff journalist based in Douglas County. I used to write a lot of news stories for the weekly print editions for Highlands Ranch, Castle Rock and Parker, but now I'm mainly focused on the layout and design of said newspapers. In between putting your great stories, blogs, photos and events into the print editions, I will blog about some of the stand-out submissions I see on the Douglas County Web sites –- Highlands Ranch, Castle Rock, Parker, Lone Tree, Castle Pines, Roxborough and Franktown –- and any other topic that piques my interest. If you’re new to YourHub.com, I encourage you to sign up and start your own blog. If you have any story ideas in your community you’d like to share, send me an e-mail. And drop me a comment in the comment box –- bloggers feed off feedback.


Blog Url: http://denver.yourhub.com/~aspiringmuni

Are school districts selling out?

Article Contributed on: 10/11/2006 11:36:21 AM

The Denver Post published an article Oct. 10 about the Douglas County School District launching a program that allows their school buses to serve as moving billboards.

According to the article, DCSD contracted with Media Advertising in Motion to run a variety of ads, including CW2 TV network's America's Next Top Model, to help combat the high price of fuel costs and a growing student population. The 230 DCSD billboard buses could help generate approximately $90,000 a year, the article stated.

The Denver Post reported that the ads should bring in about $13,000 this month, at no cost to DCSD.

Other state school districts, including Cherry Creek, have implemented the program to ward off rising transportation costs, the Post reports.

The article further states "the idea of using advertising to raise revenue doesn't sit well with everyone." Reportedly, parents have some major concerns with the concept, including ethics, the nature of what's being advertised and traffic safety.

Parents: What do you think about your child riding aboard a moving billboard? What kinds of concerns do you, as a parent, have with DCSD implementing this program? Are there major ethical and safety concerns with ads plastered to your kids' school buses, or is it no big deal? Are there certain products that should be off limits?

Students: What do you think about riding around in an ad-mobile?

Sound off: Be you parent or teenager, I'd like to know what you think. Leave a comment in the box below or post your own opinion in the form of a blog or story.

Guidelines: Be kind. Abusive commentary may be removed. If you believe someone has been abusive, please click "Report Abuse".

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Showing 1-3 of 3 comments
Steve Shultz wrote on 10/15/2006 @ 4:17:59 PM

Thanks for the comments. I hope to read more from other parents and concerned residents ...
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Liz Holzemer wrote on 10/12/2006 @ 4:44:04 PM

I'm with you Steve. I was quite surprised when my daughter's bus rounded the corner a few weeks ago promoting a local news station. And Tom, the schools are already advertising. Every Thursday, my daughter brings home what's called the Thursday folder so I can keep informed on what I need to know about her kindergarten class and the rest of the school. Every square inch of the Thursday folder is laden with ads for all kinds of services and wares. Need a good pediatric dentist? Cell phone for your kindie? Looking to refi your home? Look no more! It won't be long before big business takes over schools like they have for stadiums. This morning's principal's announcement brought to you by Starbucks. Nothing like a tall latte to get the day started. Recess in five on the Coor's tarmac. Grab your hot lunch in the Chipolte cafeteria. And so on....
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Tom Nortillo wrote on 10/11/2006 @ 4:10:45 PM

Inappropriate. It is a slippery slope that will lead to many issues. How about a big Viagra add on the side of the bus? How about a less adult product being advertised by scantily clad models? Where is the line drawn? I suppose the school district might exercise fair judgement and not allow such extremes, but when opinions differ, who will have the final word? In truth, children are a large portion of the target market for advertisers. Why not just start advertising in the school halls, in the classroom, and on the backs of their workbooks? I can appreciate the need for more money in the schools, but this is flirting dangerously with poor ethics. If the school systems want to operate like any other business, they may as well all be private, sell textbooks for a fair profit, and engage in any profit scheme that allows them to pay higher salaries to the teachers and administration.
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Showing 1-3 of 3 comments