Wednesday, April 08, 2009


As a media consumer and media professional, I've always been of the belief that brevity is key in communicating a message. Obviously, the good people at Metro, the agency responsible for the transit disaster in St. Louis, missed that memo.

Submitted for your approval and available by clicking the headline on this post, the newly posted Metro Customer Focus for April 2009.

Where do I begin to discuss the faults with this attempt to tell their tale of woe by FINALLY trotting our their President and CEO to talk about everything they're trying to do to get transit service restored to St. Louis?

Here are a few observations:

  • THE VIDEO IS 24 MINUTES AND 26 SECONDS LONG. Mind you, that's less than the time between most bus service in St. Louis, but its FAR too long to hold even the most interested person's attention so whatever messages are supposed to be communicated are lost in the blur of the diatribe.
  • Someone at Metro or their overpaid production company found the new technology called STEREO for this presentation! You get to hear the Metro Director of Communications asking questions in the right speaker and the Boss answering them in the left speaker. Let's hope everyone watching on their computer has two good working speakers so they can enjoy the miracle of binural sound.
  • There's no transcript of ability to download the unnecessarily long video, so if you have a life or can't plant yourself for 24:26, you're out of luck.

Again, Metro shows its true inability to connect with the rest of the free world by trying to get their message out, but in a completely ineffective way. How much did the production, hosting, and bandwidth cost, and will they see any kind of ROI? Could the money be used somewhere else, like getting people to ride the nearly empty busses they've put into my part of the St. Louis area?

I pray that their efforts to make operating funds come from the State and Federal governments are just a little bit better thought out than this, another classic Metro public relations fiasco.

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