Miami-Dade School District Close to Major Advertising Program

Courtney Williams's picture
Friday, October 21, 2011

Miami-Dade County Public Schools could roll out a major advertising program in schools and facilities in 2012-13 or sooner, bringing millions in new revenue to the cash-strapped district.

At the School Board meeting Wednesday, Superintendent Alberto Carvalho said his administration is in the final stages of negotiations with four companies. A critical, pending piece: What percent of the advertising dollars will go to the district.

“I’m clearly aware a huge percentage of our kids have exposure to brands, to concepts every single day,” Carvalho said.

“Without imposing, and being respectful of the parent community and insisting on socially responsible messaging provided by corporate sector entities, if we can generate revenues as a result of it, then I think it’s something we ought to consider.”

The new details came during a major discussion of money — and the lack of it. The board decided to hunt to find new sources of revenue, launched a five-year transportation study to detail issues with its bus fleet, and heard about the shortage of capital dollars.

In addition, before the board meeting, alumni from inner-city schools held a news conference over a controversial, and now canceled, contract to broadcast a football game on Comcast.

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