Showing up on billboards finally

Northstar Commuter Rail passengers may see something next time they drive around the northern Twin Cities suburbs: Their new way to work.

Metro Transit has begun a billboard advertising campaign, touting Northstar as 'The cure for gas problems. Take twice daily.'

While admirable, one question exists: where has this been in the past?

The fact that Northstar is still a secret to thousands of North Metro commuters is really no secret. Metro Transit does very little to market their services, depending on word-of-mouth to get the message across that transit IS an alternative for some.

Sadly, the fact that the train is not doing as well as expected is in part due to the lack of advertising by Metro Transit. Northstar trains are not touted on radio or TV, nor are they in newspaper advertising. What little is out there is very generic, non-route/corridor-specific advertising aimed at everybody, not focused on targeted areas of interest (no transit ads aimed at 35-W or 35-E commuters touting buses not affected by road construction, etc.)

And now, with the Twins' season mercifully over, the Vikings' season in the tank, and the Timberwolves not playing at all (due to the NBA lockout), there is even less reason to ride Northstar for those whose personal schedules do not mesh with the train's limited service.

Somebody better start thinking of more advertising...