Front-Facing Ads on MetroCard Debut, New Yorkers Confused

Expect even more ads now when accessing the city's transit system

The New York MetroCard is now displaying ads on its front side. The revamped cards, used to access the city's public transportation system, were unveiled on Sunday; the trademark yellow color now replaced by a bright blue ad for popular retail store The Gap. Customers who present the MetroCard at any Gap store are entitled to a 20 percent discount through November 18. The cards are available at 10 stations around the city, which were selected based on their proximity to the Gap's newly remodeled flagship store at 34th Street and Broadway. Advertisements have appeared on the rear face of MetroCards since 1995, but this is the first time in 15 years anything but the familiar yellow design has appeared on the front. Some riders were confused as to whether it was a MetroCard at all; others asked a station agent how to swipe it. The MTA says the ads give the company "a new source of revenue," one that will hopefully prevent fare increases for passengers. The next full-face advertising campaigns will appear in December and January. (NY Times)

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