New Form of Advertising on MetroCards

The front of a MetroCard featuring a Gap ad; this is the first time the front side of a MetroCard has had advertising on it. Courtesy of the MTA

NEW YORK—Advertising on the front of MetroCards debuted Sunday, with ads by Gap for a 20 percent discount through Nov. 18.

The front-facing advertising is a first, according to the Metropolitan Transportation Authority (MTA), which runs the subway system.

“Opening up the front of MetroCards to advertising gives the MTA a new source of revenue,” said MTA CEO and Chairman Joseph J. Lhota in a statement. The agency will monitor what the public thinks about the new initiative moving forward.

An authority spokesperson Sunday couldn’t say how much the front-facing advertising contract is garnering for the MTA.

About 1 out of every 10 MetroCards will carry the advertisements, and these cards will be sold at high-traffic stations including 14th Street–Union Square, 34th Street–ndPenn Station, and 42 Street–Grand Central. Commuters can ask subway station agents for the card and receive it if it is available.

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