Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: THURSDAY, June 29, 1995                   TAG: 9506290085
SECTION: VIRGINIA                    PAGE: C-4   EDITION: METRO 
SOURCE: JOEL TURNER STAFF WRITER
DATELINE:                                 LENGTH: Medium

ADS ON SCHOOL BUSES NOT LIKELY TO BE SEEN SOON NEAR ROANOKE

But so far, Roanoke Valley school officials prefer to stay ad-free.

King Soopers grocery stores advertise on yellow school buses in Colorado Springs, Colo., where the concept was pioneered last year. Ads on 18 buses bring in about $18,000 a year for the Colorado Springs school district.

New York City will have bus advertising soon, and could reap up to $5 million a year.

In Virginia, York County would like to sell bus ads, but it has been stymied by a state Department of Education rule banning them.

A bill was introduced in the General Assembly this year to authorize bus ads in York, but it was defeated.

York school officials expect the bill will be reintroduced next year. They also have asked the Department of Education to reconsider.

York School Superintendent Steven Staples said soft-drink companies and fast-food restaurants are interested in advertising on the county's buses.

Staples said the bus advertising could be a significant source of revenue, but no estimates have been made.

Ads on buses are part of a plan by York's school system to allow advertising at its football stadium and gymnasium.

There is less enthusiasm for bus ads in the Roanoke area, where school officials worry that parents and others might think them inappropriate.

Superintendent Deanna Gordon said Roanoke County has not considered bus ads because some parents already are concerned about too much advertising in schools, particularly on the Channel One news network for students.

``Some people worry that we are moving too far into commercialism,'' Gordon said. ``I would think we would need more of a budget crunch before we would consider bus ads.''

Roanoke isn't considering bus ads, either.

``I would think we would be leery of that,'' said Lissy Runyon, public information officer for Roanoke schools. "The parents might not agree with the products that are advertised, and some people might want to advertise beer and cigarettes."

Botetourt County Superintendent Clarence McClure said the ads could be a good source of revenue, but he suspects there could be opposition to them.

If buses are decorated with ads, he said, they might look different and not be as distinctive. Some people might worry that could cause safety problems, McClure said.

But Staples said York County would not do anything to sacrifice safety if it gets permission for the ads.

``We would limit the size and placement of the ads, possibly allowing them only on the right side of the bus next to the street curb,'' Staples said. Ads wouldn't be allowed to interfere with, or obscure, bus warning lights.

Ads for products related to alcohol, drugs or sex wouldn't be allowed, he said.

Staples said the issue is not as cut and dried as some make it appear. In some cities, such as Hampton and Newport News, children go to school on municipal buses that have ads both inside and outside.

In those communities, he said, safety and the impact of the ads on children are not a concern. The ads are accepted as part of the transportation system, he said.