• Associated Press, Thursday, February 12, 2009 9:45 AM

Advertising is the Chicago Transit Authority's largest revenue generator aside from fares. Transit officials are looking to expand that revenue base by reconsidering the long-standing policy of sparing riders advertising on the Metra commuter rail service.

This week Metra rolled out a coach covered with an ad for the Illinois Bureau of Tourism. The coach is covered with a vinyl plastic that features the likenesses of Abraham Lincoln, Ulysses S. Grant, Ronald Reagan and newly minted President Barack Obama.

Train officials say the car will be used on several rail lines in an effort to gage public reaction and determine how well the vinyl stands up to the weather. Metra executive director Phil Pagano says the commuter train is exploring any and all opportunities, including ads, to increase non-fare income.

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