SEEKING TO protect the $18 million a year revenue that advertising on its buses brings in, the Jamaica Urban Transit Company (JUTC) has asked the Attorney-General to say whether the Kingston and St. Andrew Corporation can prevent it from carrying these advertisements.
Mayor of Kingston, Councillor Desmond McKenzie who had been on the war path tearing down illegal billboards and other such forms of advertisements all over the capital city was quoted in The Weekend Star last month as saying that advertising on motor vehicles was illegal and he would be investigating the matter. But the JUTC, recognising the potential to increase its earnings from this popular medium of advertising seem set to engage the KSAC in a legal challenge and has sought advice on the matter.
"Our buses pass through several (parish council) jurisdiction," Patrick McIntosh, president of the JUTC told The Sunday Gleaner, "St. Catherine, Kingston, St. Thomas and the Portmore Municipality. Who should get the revenue?"
ADVERTISING COST
Billboard on Wheels which handles the advertisements for the JUTC said that the rates to advertise on the entire back of the bus range from $90,000 to $106,000 annually plus there is a printing and placement cost of between $27,560 and $59,825. Advertising on the driver's side of the bus runs at between $72,600 and $106,700. Adver-tisements are also placed on the inside of the bus which can be at a low of $16,940 to a high of $24,200 and printing and placement costs are attached to all of them.
The JUTC which has a $1.27 billion shortfall in operating cost annually has just been granted a fare increase to take effect today. It will see commuters paying a flat fare of $50 to travel on the buses. The revenue from advertising on the buses, coupled with the fare increase is expected to provide the booster that the company needs to close the gap created by the shortfall.
ADVERTISING VIOLATION
But the mayor said those advertisements and the ones displayed on motor cars as well, were in violation of the Town and Country Planning (control of advertisements) Regulations, 1978.
"All of that requires KSAC approval. The law is quite clear, once the public is exposed to your advertising and whether it be an event, item or business, it falls under the Town And Country Planning Act," Mayor McKenzie was quoted as saying.
Up to last week, the JUTC was still awaiting the Attorney- General's response.
