The March 27, 2008 Oregonian has a front-page article about the next phase of expansion for Portland’s streetcars.  It’s an exciting prospect both for the quality of life in Portland, and for the environment globally.  Imagine a U.S. city (besides New York) where it is easier to get around on transit than in a car – there’s a revolutionary idea!

 The article continues inside with another third of a page of information.  On the opposite page is a half-page ad run by the Oregonian itself, promoting their classified ads for cars.  The image shows a newlywed couple walking down the street trailing a dozen tin cans on strings from the bride’s gown.  Bride and groom wear looks of resignation tinged with disgust.  The headline reads NEED A CAR?

How does a wonk-ish article about public transit compete with that?  A single image with a three-word tagline communicates with sex and humor.  It also unintentionally mocks the very transit option discussed so seriously a few inches to the right.  If the battle is for the public’s attention, the transit side is losing badly.