Plymouth-Canton School Website to Host Ads

As a way of raising money, Plymouth-Canton Community Schools' board of education has agreed to run ads on the district's website.

On Tuesday, the board of education voted 5 to 1 to approve a contract with Michigan-based Alternative Revenue Development (ARD). The contract will not cost the district any cash. ARD will negotiate deals with advertisers ranging from real estate and restaurants to health care, sporting goods and banking.

Trustee Adrienne Davis cast the dissenting vote; trustee Judy Mardigian was absent from Tuesday's meeting. Davis said Tuesday evening after the school board meeting that she was not opposed to the method of income, but she said, "I'm not sure if this company is mature enough to make an impact."

ARD, launched in 2010, is run by several former media advertising sales executives.

Trustee Steven Sneideman said he has actively pushed for an agreement like the one approved Tuesday, because it allows the district control over the ads that run. The ads would only run on the website, though the company can arrange for in-school or sports field ads and even naming rights to buildings — though none of those options are being used by the district at this time.

Davis said she would prefer the district's development efforts to be concentrated on pursuing grant opportunities or partnerships with major corporations.

"I don't want to rain on the parade," she said. "But my background is in sales and marketing."

She said ARD is basically using the Plymouth-Canton district "as a guinea pig."

Sneideman said the agreement costs the district nothing; the agreement stipulates that any conflicts between the district and the ad company must be settled by arbitration instread of court and the district retains the right to reject any ads that appear inappropriate.

Alternative Revenue Development general manager Joe Holt, who attended Tuesday's school board meeting but was not called upon to speak, said the company offers many other ad options, including online commerce pages and signage in schools and newsletters.

Three Michigan school districts which have ad contracts with Alternative Revenue Development, Wyandotte, Woodhaven-Brownston and Southgate, each received $25,000 checks during the most recent school year.