Strip clubs rejoice!
The city approved a one-year pilot program Thursday morning to save rooftop advertising on the Taxi of Tomorrow through a new design that will not block the panoramic roof.
The structure is designed by VeriFone, a California-based company that specializes in payment technology, and consists of a narrow plastic triangle that will be placed behind the glass roof—allowing passengers to take in a view of the city, while giving medallion owners a chance to preserve the stream of revenue from advertising.
“There are scores of jobs that depend on the taxi top advertising industry,” said Jason Gross, vice-president of marketing for VeriFone. “It’s proven to be a very valuable, cost-effective means of advertising for local businesses who couldn’t afford a billboard in Times Square, and national and global businesses.”
The tacky ads bring in about $100 to $115 a month to the medallion owner. About 9,000 yellow cabs currently have rooftop advertising.
Hacks were given the power in 2011 to veto ads that make them uncomfortable, such as ones for gentleman’s clubs—before, medallion owners decided what ads went up, not car owners, which are often different people.
The structure is 37.5 inches in the front, 41.5 inches in the back, and has sides that are 39 inches.
Although it is much narrower than the current two-sided structures which are either 48 or 54 inches wide, the third side allows advertisers to get as much space as they do now.
The Taxi of Tomorrow hits the streets of New York in late October, and the new ad design could be on the road as early as November once a critical mass for advertisers is reached.
Owners are required to buy the new taxi when their leases run out.