Marketing conventional transit: information provision and introductory rewards. Paper presented at the 53rd Annual Meeting of the Highway Research Board, Washington, January 1974.

The attempt to develop viable transit systems through the generation of noncaptive patronage is given. Two general premises underlie the action-oriented study. The first is that middle-income and upper-middle-income residents do not consider public bus transportation as a reasonable mode for intracity travel and in fact do not possess sufficient information to do so. The second is that the best promotion is an actual "initiation" to the services of the bus system.