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momentum up. It's planning a national image campaign similar to the milk
industry's "Got Milk?" advertising push.
"Transit still has a negative image in many circles," said White, one of
several managers working on the campaign.
"Many people believe that transit is for people who can't afford an
automobile. But a number of people--a third of the nation--are in the
middle and don't have a strong opinion. We need to reach people in their
living rooms and show them that transit is a good choice."
PUBLIC TRANSPORTATION ON THE RISE
Public transportation ridership nationwide is at its highest level in 40
years, growing 4.5 percent from 1998 to 1999. Motor vehicle travel rose 2
percent during the same period.
National public transportation, a breakdown of passenger trips
Mode: Heavy rail (subway)
1998: 2,522,710,000
1999: 2,685,998,000
% change: 6.47%
Mode: Trolleybus
1998: 119,153,000
1999: 126,469,000
% change: 6.14
Mode: Demand response (disabled or elderly)
1998: 102,928,000
1999: 107,791,000
% change: 4.72
Mode: Bus
1998: 5,161,923,000
1999: 5,360,392,000
% change: 3.84
Mode: Commuter rail (trains)
1998: 379,388,000
1999: 393,662,000
% change: 3.76
Mode: Other
1998: 95,454,000
1999: 96,864,000
% change: 1.48
Mode: Light rail (street trolleys)
1998: 284,622,000
1999: 286,671,000
% change: 0.72
Total number of public transit trips taken in the United States
Highest year: 1946--23.4 billion
Lowest year: 1972--6.567 billion
Current: 1999--9 billion
The national transportation trend has been echoed in Metrorail's ridership. Thirteen of Metro's top 20 ridership days throughout its 25-year history have occurred since March 1, 2000.
Top 20 Metro ridership days
Ridership: 811,257
Date: Jan. 20, 1993
Event: Presidential inauguration
Ridership: 804,146
Date: Oct. 16, 1995
Event: Million Man March
Ridership: 646,788
Date: April 19, 2000
Event: Capitals' Eastern Conference Quarterfinals
Ridership: 637,305
Date: April 8, 1999
Event: Cherry blossoms
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Ridership: 621,823
Date: April 6, 2000
Event: No event
Ridership: 621,137
Date: April 27, 2000
Event: No event
Ridership: 620,606
Date: April 7, 2000
Event: No event
Ridership: 619,236
Date: April 18, 2000
Event: No event
Ridership: 617,404
Date: April 7, 1999
Event: Cherry blossoms
Ridership: 615,476
Date: April 13, 2000
Event: Capitals' Eastern Conference Quarterfinals
Ridership: 612,790
Date: March 24, 2000
Event: Cherry blossoms
Ridership: 610,116
Date: Oct. 3, 1997
Event: World Cup soccer; Promise Keepers
Ridership: 607,086
Date: March 30, 2000
Event: No event
Ridership: 605,556
Date: March 15, 2000
Event: No event
Ridership: 605,286
Date: April 20, 2000
Event: No event
Ridership: 604,500
Date: April 12, 2000
Event: No event
Ridership: 604,089
Date: Jan. 20, 1989
Event: Presidential inauguration
Ridership: 603,974
Date: March 16, 2000
Event: No event
Ridership: 603,954
Date: March 23, 2000
Event: Cherry blossoms
Ridership: 603,766
Date: July 20, 1994
Event: Elton John & Billy Joel concert
SOURCES: American Public Transportation Association, Washington
Metropolitan Transit Authority
© 2000 The Washington Post Company
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