• Front Matter R1-R8

• Summary 1-8

• Problem Statement 9-9

• Research Objectives 10-10

• Literature Review 11-13

• Media Industry Overview 14-17

• Promotion Activities of Media Trade Organizations 18-19

• Marketing and Advertiser Trends 20-21

• Media Planner Quantitative Research 22-23

• Transit Agency Survey 24-24

• Media Planner Quantitative Research 25-54

• Advertiser Interviews 55-55

• Advertising Sales Contractor Interviews 56-59

• Transit Agency Survey 60-61

• Conclusions 62-63

• Recommendations 64-68

• Further Research 69-70

• References 71-71

• Glossary 72-72

• Appendix A - Media Planner Quantitative Survey 73-93

• Appendix B - Advertiser Interview Guide 94-95

• Appendix C - Advertising Sales Contractor Interview Guide 96-96

• Appendix D - Media Planner Pre-Survey Interview Guide 97-97

• Appendix E - Transit Agency Survey 98-98

• Abbreviations used without definitions in TRB publications 99-99

Alpers, Jane, Transportation Research Board " Summary ." TCRP Report 133: Practical Measures to Increase Transit Advertising Revenues . Washington, DC: The National Academies Press, 2009 .

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