DOT to make running ads on its website permanent

OLYMPIA — Four years after the Department of Transportation started selling ads on its website on a trial basis, agency leaders are ready to make the practice permanent.

They’ve drafted a bill they hope lawmakers will approve in the 2016 session to give permanence to an undertaking projected to gross $80,000 a year.

“Our pilot project was created out of a budget proviso,” said Kris Reitmann deputy communications director for WSDOT. “It is time for it to move out of a pilot phase.”

Washington lawmakers agreed in 2009 to investigate the potential of making money off one of the most-visited state government websites.

It averaged 18.5 million views per month in 2015 and is at 11.5 million page views per month so far this year, according to DOT figures. That average could rise as demand for traveler information increases when it snows.

A year later they authorized the pilot project allowing advertisements and sponsorships on certain pages. Lawmakers insisted the DOT draw up guidelines on what kinds of vendors would be permitted to advertise and on which webpages the ads could appear.

The department sold its initial web ad in 2011 and became the first state agency generating revenue from its online presence.

The program has grossed $212,925 for the department, according to DOT figures. If the digital advertising program is made permanent, the department plans to dedicate the revenues to maintaining the DOT website, social media and mobile applications.

Ads are not sold on every page. They appear only on those with traffic maps, traveler information and a few pages for Washington State Ferries.

Advertisers are firms whose business is oriented toward those traveling in cars for work or pleasure such as tire dealers, hoteliers and ski resort operators.

“We run a pretty conservative program,” Reitmann said. “We’re really selective of what we choose.”

The transportation department is no longer the only government agency with an online ad program.

A 2014 law authorized the Parks and Recreation Commission to do so as a means of raising money for the state’s cash-strapped parks system. The commission is following the trail blazed by the DOT by limiting where advertising may appear on its website and who may purchase it.

Ad sales only began a few weeks ago. Before it could start, the commission had to remake its web presence because advertising is not allowed on public agency websites using the .gov domain — which is what state parks had.

Now, state parks’ longtime web address is a portal to a new site housed on a different domain in which online advertising is permitted.

Once established, the agency isn’t expected to net large sums of money as the program will be run as conservatively as that of the DOT.

Potential advertisers will be those businesses with products and services of interest to outdoor recreation enthusiasts that are in sync with the mission of Washington State Parks, he said.

For example, click on a link to Cama Beach Historical State Park and you’ll see a small ad for Cama Beach Café &Catering.

“The intention of this was not strictly a money-making function,” said Daniel Farber, the commission’s government relations director. “It is also to build partnerships and connect with the community.”

Jerry Cornfield: 360-352-8623; jcornfield@heraldnet.com.

Talk to us

> Give us your news tips.

> Send us a letter to the editor.

> More Herald contact information.

More in Local News

Trader Joe’s customers walk in and out of the store on Monday, Nov. 20, 2023 in Everett, Washington. (Olivia Vanni / The Herald)
New Trader Joe’s opens this week at Everett Mall

It’s a short move from a longtime location, essentially across the street, where parking was often an adventure.

Ian Bramel-Allen enters a guilty plea to second-degree murder during a plea and sentencing hearing on Wednesday, March 6, 2024, at Snohomish County Superior Court in Everett, Washington. (Ryan Berry / The Herald)
‘Deep remorse’: Man gets 17 years for friend’s fatal stabbing in Edmonds

Ian Bramel-Allen, 44, pleaded guilty Wednesday to second-degree murder for killing Bret Northcutt last year at a WinCo.

Firefighters respond to a small RV and a motorhome fire on Tuesday afternoon in Marysville. (Provided by Snohomish County Fire Distrct 22)
1 injured after RV fire, explosion near Marysville

The cause of the fire in the 11600 block of 81st Avenue NE had not been determined, fire officials said.

Ashton Dedmon appears in court during his sentencing hearing on Tuesday, March 5, 2024, at Snohomish County Superior Court in Everett, Washington. (Ryan Berry / The Herald)
Everett Navy sailor sentenced to 90 days for fatal hit and run

Ashton Dedmon crashed into Joshua Kollman and drove away. Dedmon, a petty officer on the USS Kidd, reported he had a panic attack.

A kindergarten student works on a computer at Emerson Elementary School on Wednesday, Feb. 28, 2024, in Everett, Washington. (Ryan Berry / The Herald)
‘¡Una erupción!’: Dual language programs expanding to 10 local schools

A new bill aims to support 10 new programs each year statewide. In Snohomish County, most follow a 90-10 model of Spanish and English.

Logo for news use featuring the Tulalip Indian Reservation in Snohomish County, Washington. 220118
Woman drives off cliff, dies on Tulalip Reservation

The woman fell 70 to 80 feet after driving off Priest Point Drive NW on Sunday afternoon.

Everett
Boy, 4, survives fall from Everett fourth-story apartment window

The child was being treated at Seattle Children’s. The city has a limited supply of window stops for low-income residents.

People head out to the water at low tide during an unseasonably warm day on Saturday, March 16, 2024, at Lighthouse Park in Mukilteo, Washington. (Ryan Berry / The Herald)
Everett shatters record high temperature by 11 degrees

On Saturday, it hit 73 degrees, breaking the previous record of 62 set in 2007.

Snohomish County Fire District #4 and Snohomish Regional Fire & Rescue respond to a motor vehicle collision for a car and pole. The driver was pronounced dead at the scene, near Triangle Bait & Tackle in Snohomish. (Snohomish County Sheriff’s Office)
Police: Troopers tried to stop driver before deadly crash in Snohomish

The man, 31, was driving at “a high rate of speed” when he crashed into a traffic light pole and died, investigators said.

Alan Dean, who is accused of the 1993 strangulation murder of 15-year-old Bothell girl Melissa Lee, appears in court during opening statements of his trial on Monday, March 18, 2024, at Snohomish County Superior Court in Everett, Washington. (Ryan Berry / The Herald)
31 years later, trial opens in Bothell teen’s brutal killing

In April 1993, Melissa Lee’s body was found below Edgewater Creek Bridge. It would take 27 years to arrest Alan Dean in her death.

Logo for news use featuring the municipality of Snohomish in Snohomish County, Washington. 220118
Man dies after crashing into pole in Snohomish

Just before 1 a.m., the driver crashed into a traffic light pole at the intersection of 2nd Street and Maple Avenue.

Bodies of two men recovered after falling into Eagle Falls near Index

Two men fell into the falls and did not resurface Saturday, authorities said. After a recovery effort, two bodies were found.

Support local journalism

If you value local news, make a gift now to support the trusted journalism you get in The Daily Herald. Donations processed in this system are not tax deductible.