ELLER ADDS TRANSIT SHELTERS IN SILICON VALLEY

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Silicon Valley consumers will no longer be sheltered from advertising, despite myriad local ordinances that tightly regulate new outdoor board construction.

TRANSIT SHELTERS OK'D

Eller Media Co. will build 450 new transit shelters under a public/private partnership agreement with the Santa Clara Valley Transportation Authority in Cupertino, Los Altos, San Jose and other areas of Santa Clara County. Under the agreement, the transit authority will receive an 18% share of revenue from the shelter's advertising over the agreement's 15-year term and will share those revenues with the cities.

ZONING PROBLEMS

"It has been harder to build new structures under zoning ordinances," with each of the municipalities devising its own set of restrictions, said Mario DeTomasi, VP-sales manager, Eller Media. "There is not enough inventory in the marketplace."

Initial advertisers on the shelters going up this month include the San Jose Mercury News; Dreyer's Grand Ice Cream's new product, Portofino, marketed in conjunction with Starbucks Coffee Co.; CBS News; and Kellogg Co.'s Nutri-Grain cereal. Space is sold out through September.

Eller has similar shelter arrangements with transit districts in Miami, and Orange County and Sacramento in California. Gannett Co. and other media companies provide similar services in other cities nationwide.

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