Efforts to put ads on buses have been going on since 2003. But because of the economic state, Columbia is looking for another way to generate revenue.

"It's a really tough budget time for the city," said Columbia Transit supervisor Drew Brooks. "We are expecting reductions from state income and transportation sales tax, so this is purely an economic decision."

The city is negotiating a contract with Transit Advertising, a firm that has experience putting ads on buses and will manage the ads for the city. Brooks says the contract between the city and Transit Advertising could be finalized as early as next week.

Columbia Transit will screen the content of ad requests for things such as adult content, drugs and alcohol. But the size of the ads can vary in size, providing businesses with flexibility.

"As far as the size and demensions of the ads, we are open to pretty much anything like small advertising or wrap arounds," Brooks said.

Local business owners said they welcome the additions to the buses. Downtown business owner Mike Monahan said he is interested in the new ad space.

"More and more people are riding the buses," said Monahan, who's owned Jimmy John's shops for 10 years. "So, there are a lot more impresssions as the buses drive around town. And people will see that and hopefully it will spur their memory."

Elly Swetz, another Columbia business owner, said she will consider advertising on the bus because she saw the ads' effectiveness on the West Coast.

"I lived in San Francisco and I took (public) transportation," Swetz said. "I feel like it can get out to the masses. You're not limiting yourself. Anyone can look at it at anytime."

Brooks said he expects to see the ads on buses sometime next year.