When Silence is Golden

A Massachusetts-based media company has been getting lots of static recently over its efforts to bring commercial radio to school buses. BusRadio, which promises a menu of kid-friendly music, news, and advertisements, plus a share of its revenues for school districts, has been tuned out of most districts that initially showed interest.

BusRadio touts its programming as a “behavior tool” and an alternative to foul-mouthed morning radio shows. But its advertising ran afoul of parents and public advocates. “It just creates these materialistic behaviors,” said one Massachusetts mom. More than 100 child-advocacy groups agreed—and asked advertisers and ad agencies to also turn it off.

One bus driver near Boston, who carries an MP3 player, also put up her antenna. When her students act up, “They are treated to such gems as...Camelot,” she told The Boston Globe. “My singing along is a definite deterrent....Music handled correctly can be a wonderful asset. [But] advertising serves only the purposes of the advertiser.”