The Feds gave it their blessing, but the ad revenues will go to individual airports, helping insolvent municipal airport authorities raise much-needed cash. The TSA will benefit from free trays, carts, and tables provided by SecurityPoint Media or its competitors. At press time, SecurityPoint did not return calls about financial estimates.

The news follows a six-month trial run at Los Angeles International Airport, where the airport authority decided to forego payment in return for free advertising of airport services, such as in-terminal transportation. The only commercial advertiser that bought space was Rolodex.

But are checkpoints really desirable ad environments?

There are some obvious objections: The audience is bored at best--and at worst, harried, annoyed or angry. But it could be a boon for businesses centered in the airport, such as car services, newsstands, bars and restaurants, as well as a broader range of companies hoping to tap into the concept of safety.

Jack Sullivan, senior vice president and out-of-home media director for Starcom, was enthusiastic about the prospect. "For some advertisers, it could be great. For example, I can imagine a lot of insurance companies being interested, or any other company with a product related to security or well-being," he says, adding, "but the ads have to be tasteful."

Sullivan dismissed fears that the advertising might distract from the TSA's main mission: secure airline travel. "People are reading way too much into this. It's just putting an ad on the bottom of a bin," he says. "It's a very simple, easy, non-invasive way of reaching people. If you don't like it, you can put your coat over it."

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