sbp
11-02-02, 03:17 AM
http://www.usatoday.com/usatonline/20021031/4580197s.htm
ATLANTA -- To cash-strapped cities across the nation, the offer seems too good to pass up. New police cars for $1 each in exchange for allowing NASCAR-style advertisements all over the cruisers.
Cities buffeted by the recession and a post-9/11 travel lull are jumping at the deal pushed by a Charlotte company. Since May, more than 20 cities have signed contracts for the cars, and more than 200 others are interested.
Some observers fear that putting ads on police cars goes too far. Gary Kritz, an advertising professor at Seton Hall University, sees potential conflicts. Police might look the other way on matters involving local patrons, or advertisers might ''do something to get the cop cars in motion.''
''I think it's a little shortsighted,'' says Kelly Edmiston, assistant economics professor at Georgia State University. ''The economy is going to turn around, but they're taking diehard measures.''
Public entities and advertisers have cozied up for years. But now, the pitching extends everywhere. San Diego is considering letting General Motors put ads on lifeguard towers in exchange for 35 free cars. The city of St. Charles, Mo., voted in September to rent ad space on its trash-collection trucks. And Biggs, Calif., population 1,793, is mulling an offer from the California Milk Processor Board to change its name to Got Milk?, Calif., for a ''meaningful contribution.''
Sam Slay, police chief of Springfield, Fla., wasn't crazy at first about the idea of ads on cruisers but signed up. ''Sometimes you have to set your preferences aside for the principle, and we need these cars,'' he says.
Springfield, a Panama City suburb of fewer than 10,000 people, is hoping for 15 Ford Crown Victorias worth $24,000 each. Advertising fees would pay for the cars and three years of maintenance.
Ken Allison, a partner with Government Acquisitions LLC of Charlotte, says the first car delivery is three to six months away. He says the company will solicit ads from national and local companies -- ''even the local bail bondsman, or an attorney's office.''
Some hopefuls fret that the car deal is too sweet. ''My father said if something sounds too good to be true, it is,'' says Ozark, Ala., Mayor Bob Bunting, who's seeking 10 cars. ''But I said, 'Let's try it. We have nothing to lose.' ''
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What next?
This raises an interesting question, if you could get an ad covered car for $1, would you do it?
ATLANTA -- To cash-strapped cities across the nation, the offer seems too good to pass up. New police cars for $1 each in exchange for allowing NASCAR-style advertisements all over the cruisers.
Cities buffeted by the recession and a post-9/11 travel lull are jumping at the deal pushed by a Charlotte company. Since May, more than 20 cities have signed contracts for the cars, and more than 200 others are interested.
Some observers fear that putting ads on police cars goes too far. Gary Kritz, an advertising professor at Seton Hall University, sees potential conflicts. Police might look the other way on matters involving local patrons, or advertisers might ''do something to get the cop cars in motion.''
''I think it's a little shortsighted,'' says Kelly Edmiston, assistant economics professor at Georgia State University. ''The economy is going to turn around, but they're taking diehard measures.''
Public entities and advertisers have cozied up for years. But now, the pitching extends everywhere. San Diego is considering letting General Motors put ads on lifeguard towers in exchange for 35 free cars. The city of St. Charles, Mo., voted in September to rent ad space on its trash-collection trucks. And Biggs, Calif., population 1,793, is mulling an offer from the California Milk Processor Board to change its name to Got Milk?, Calif., for a ''meaningful contribution.''
Sam Slay, police chief of Springfield, Fla., wasn't crazy at first about the idea of ads on cruisers but signed up. ''Sometimes you have to set your preferences aside for the principle, and we need these cars,'' he says.
Springfield, a Panama City suburb of fewer than 10,000 people, is hoping for 15 Ford Crown Victorias worth $24,000 each. Advertising fees would pay for the cars and three years of maintenance.
Ken Allison, a partner with Government Acquisitions LLC of Charlotte, says the first car delivery is three to six months away. He says the company will solicit ads from national and local companies -- ''even the local bail bondsman, or an attorney's office.''
Some hopefuls fret that the car deal is too sweet. ''My father said if something sounds too good to be true, it is,'' says Ozark, Ala., Mayor Bob Bunting, who's seeking 10 cars. ''But I said, 'Let's try it. We have nothing to lose.' ''
----------------
What next?
This raises an interesting question, if you could get an ad covered car for $1, would you do it?