`Pike pumps up push for ads ; Coupons first effort in quest for alternate revenue.(Brief Article)

Crain's Cleveland Business, January, 2002 by Mortland, Shannon

Signs, signs, everywhere signs. That's how the old song goes, and that's how things work in modern, marketing-driven America. Now, add to the ad landscape the tollbooths on the Ohio Turnpike, which this month have been enlisted in the drive to raise what turnpike officials call nontoll revenue.

As motorists pull up to the tollbooth, they're now greeted with a smile and sent away with a coupon for OfficeMax Inc. offering a $20 discount on a $100 purchase and $30 off a $150 sale at the Shaker Heights-based retailer's web site, OfficeMax.com. It's the first step in a move to introduce more forms of advertising on the turnpike, said Lauren Hakos Dehrmann, public affairs manager for the Ohio Turnpike Commission in Berea. ``The costs of general maintenance,...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.