Pubdate: Thu, 11 Jan 2001
Source: Ukiah Daily Journal (CA)
Copyright: 2001, Ukiah Daily Journal
Contact:  590 S. School St. Ukiah, CA 95482
Fax: (707) 468-5780
Website: http://www.ukiahdailyjournal.com/
Author: Glenda Anderson, The Daily Journal
Related: http://www.mapinc.org/drugnews/v00/n1683/a03.html

MTA SAYS NO TO ADS ON POLITICS

Politics are no longer welcome at the Mendocino Transit Authority - at 
least not on its vehicles.

The new policy is partly the result of controversy over political 
advertisements in favor of Measure G - the personal use of marijuana 
initiative, according to manager Bruce Richard.

He referred to the measure as "a delicate issue."

"It's one of those political topics that can generate strong pro and con 
opinions," Richard said.

He said MTA received at least two phone calls and a letter complaining 
about the ads.

The issue spurred the board to ask for legal counsel to re-evaluate its 
ability, or lack of, to refuse advertisements, Richard said.

The board had been told years ago MTA had to accept political ads if it 
accepted commercial ads or it would be violating First Amendment laws.

The opinion was based on a California Supreme Court Case, Richard said.

A newer ruling, this time by the U.S. Supreme Court, contradicts the 
earlier edict, he said.

Armed with a new legal opinion, the MTA board in December voted 3-1 to ban 
political advertising, Richard said.

Members voting for the ban included Willits City Manager Gordon Logan, 
former Ukiah Mayor Jim Mastin and the North Coast representative on the 
board, Diana Stuart.

Point Arena's representative, Sam Kingsley, voted against the ban, saying 
he wanted all advertising on buses stopped, Richard said.

Absent for the vote were Charles Peterson, Lindy Peters and county 
Supervisor Tom Lucier.

The vote ended 16 years of political advertising on MTA buses, Richard said.

He recalled the first political advertisement also drew complaints.

It was for some local government position, either city council or county 
supervisor, Richard said.

He said the political opponent of the advertiser called to complain but was 
placated upon learning anyone willing to pay could advertise.

Richard said there may have been other complaints, but generally area 
residents have come to realize the ads are paid for by political groups and 
that they don't reflect MTA's views.

At least that was the case until Measure G stirred up controversy.

While all ads are required to state the names of their sponsors, "people 
don't necessarily look at every word on something," Richard said.

So "the board said, let's make it easy, no political ads," he said.

Last fiscal year, political advertisements generated $1,800 for MTA, 
Richard said. And, since October, they had generated $650.

That's just a fraction of what commercial advertising generates, Richard noted.

Last fiscal year, commercial advertising generated $47,101, he said.

Richard called bus advertising "cost-effective."

Display ads range from $200 to $150 a month, according to MTA marketing 
director Glenna Blake.

MTA has an annual operating budget of $2.5 million and a capital budget of 
$1.4 million, Richard said. In addition, it provides $300,000 to the Senior 
Center transportation program, Richard said.
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MAP posted-by: Jo-D