• by Ross Fadner , October 16, 2003

It's one of oldest methods of distributing media, but now the old-fashioned newspaper and magazine newsstand is about to become one of the newest forms of out-of-home ad media. The City Council of New York Tuesday approved legislation to replace more than 300 of the city's newsstands with sleeker ones that are uniform in design and which will sport new opportunities for advertisers.

The city plans to hand the program, which will include as many as 4,000 street structures, over to a single private company, who will be responsible for the design, installation, and maintenance of new-look trash receptacles, bus shelters, pay-toilets, and now, news kiosks as well.

News kiosks are the last piece of a puzzle that has taken a long time to complete. The New York City Newsstand Operator's Association (NNOA) has been chiefly responsible for the delay. In fact, the council had approved this plan back in August, but held off on the kiosk ruling on account of such industry opposition.

Newsstand owners and operators are unhappy with the plan because they won't receive any of the ad revenue the kiosks generate. The private company that takes on the project will sell advertising on all the structures, including the kiosks, and will split that revenue with the city.

While this may have newsstand operators up in arms, it presents a new opportunity for advertisers, as many of the newsstands occupy prime locations in Midtown and Lower Manhattan. The kiosks are expected to draw considerable ad revenue, making them a crucial part of the overall plan. "It's going to provide us with a new aesthetic framework for our streets and sidewalks, and will also raise substantial revenue through the sale of advertising space," enthused Council Speaker Gifford Miller. Bidding for the project is expected to begin as early as next spring, but the process could be further delayed by the NNOA, who have already threatened to file a lawsuit against the city.