Transit Fare and Marketing Innovations to Increase Revenueby Richard L. Oram,
Abstract: Limited transit operating subsidies and the need to increase revenues necessitate that public transit agencies evaluate and implement new fare policies and fare-related marketing programs that will improve the efficiency of transit pricing, target higher and lower fares to appropriate sub-markets and make improved use of passes and other fare pre-payment instruments. This paper describes innovative fare policies and marketing programs that can increase transit revenue recovery, offset the effects of higher fares, and better integrate transit with its own ridership sub-markets and the different transit-interested segments of the local community.
Subject Headings: Fares | Revenues | Marketing | Public policy | Innovation | Ridership | Pricing
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