During the local media planning process here at Balihoo, the media team immerses themselves in that advertiser's specific market.  We complete in-depth research on traditional media distinguishing the most appropriate vehicles and budget allocation possible.  But to execute a truly successful campaign for our clients we always dig a little deeper to identify local nuances.  Regional and local nuances can range anywhere from the local radio station that has a devout following during Football season to the local billboard company that owns boards only in our client's trade area.

While doing my research on a recent media plan based in the Washington and Oregon area, I came across an interesting article about how school districts are taking local advertising into their own hands (see attached). 
news.yahoo.com/s/ap/20100319/ap_on_bi_ge/us_school_bus_ads 

As budgets continue to decline, cutting programs such as field trips and sports teams has become the norm.  The school system in Seattle, WA has come up with a new way to combat this- school bus advertising.  As you can probably imagine there are both supporters and critics of this new plan.  School districts see the banners as "free money" aiding in their efforts to maintain programs and their advertisers love the captive audience.  Myself included... here in Boise I pass three school zones on my commute to the office and see upwards of 10 buses each day (usually stuck behind one of them).  So you better believe whatever a local advertiser might post on those buses I would remember.  Opponents are asking where school districts are going to draw the line and what they deem going too far.

Check out the article link above - pretty interesting on both sides. 
My vote?  As long as the content is appropriate and the school districts get to review creative before it posts on the buses I say "carry on!"  Great opportunity for both local advertisers and school districts (no one wants to be without the Glee Club)!