In switch, monorail group pulls back on ads

By Mike Lindblom
Seattle Times staff reporter

E-mail this article Print this article Search archive Most e-mailed articles

The agency curtailed its $2.6 million spring advertising blitz, and will spend much less than the $2.5 million or so that was earmarked for ads later this year, said Chairman Tom Weeks.

Weeks revealed the change of plans at a West Seattle Chamber of Commerce luncheon yesterday, when an audience member asked about "negative press" surrounding recent monorail ad buys.

Monorail board members had endorsed a large public-education effort last winter, after surveys showed a lack of public awareness about the proposed Green Line route, connecting downtown to Ballard and West Seattle. Many were unaware the agency intends to break ground this fall, Weeks said.

Double-page newspaper ads have explained how monorails are nonpolluting ("Imagine a system whose greatest impact is its lack of impact"), while others described agency finances and the ease of using the trains.

The blurbs became a target for opponents because the monorail's income from a new car-tab tax is significantly less than predicted, and because train service is at least 3½ years away.

"What we heard from the public was 'we didn't want to hear,' so we scaled back the advertising," Weeks said.

"We listened."

The agency saved $400,000 by pulling its television ads and nearly all its radio ads, instead of continuing through the end of this month, spokesman Eric Wilson said.

Kent Kammerer, of the monorail critics' group OnTrack, called the cutbacks "a positive decision, of course," but one that shouldn't have been necessary. He thinks the purpose of the ads was to rush the City Council into approving construction permits next month.

Weeks said the monorail board reached a behind-the-scenes consensus to reduce the ad campaign, and will discuss the issue in a finance committee meeting next Thursday.
 
Board member Sue Secker raised alarms with her colleagues via e-mail: "For what it's worth, I continue to think we are overdoing this outreach campaign. If, down the road, finances loom large, we will all look like very poor stewards of the public's money. Can't we tone it down some?"

Monorail activist Peter Sherwin said he liked the television spots because they provided viewers their first glimpse at what riders would see looking out from the trains. He hopes the leftover footage will air on news and public-service programs.

Weeks said the agency will continue its popular grass-roots promotions, such as volunteers distributing leaflets at sporting events and festivals. Board members have also discussed providing materials to classrooms.

The $5 million ad budget was part of a larger outreach budget of $13.3 million, which covers communications staff, neighborhood-level Green Line representatives, public meetings and the "Inside Track" newsletter, as well as an environmental study and forums to plan a future second monorail.

Mike Lindblom: 206-515-5631 or mlindblom@seattletimes.com