Locke – APPROACHES TO PUBLICITY 1987

Description

A Wiltshire survey examined how counties and regions use the 1985 Transport Act powers to publicise local passenger transport, aiming to identify spending priorities and whether authorities assess publicity effectiveness. Approaches vary widely: some authorities duplicate commercial operators’ material, others produce combined corridor timetables, limit work to supported services, or require contractors to provide publicity (costed into contracts). Expenditure per head is more meaningful than gross sums, but staff time—especially for producing and updating timetables and bus-stop displays—is often underestimated. Printed leaflets remain the preferred medium amid post-deregulation instability. Survey findings show roughly 37% of publicity spending goes to small booklets/leaflets, 14% to bus-stop information, and 11% to press/TV; updating displays substantially raises costs. Limited research exists, though studies in Durham, Gwynedd and Herefordshire indicate positive revenue impacts. Respondents report average council support at about 8p per head, implying national local-government publicity costs near £5m. The report calls for more research into publicity effectiveness.