Bumvertising - The Latest In Advertising Media

An entrepreneur can be described as "someone who perceives an opportunity and develops the means to pursue it." Ben Rogovy is doing just that. I caught Mr. Rogovy on the Michael Medved Show, yesterday. Rogovy is a 22 year old economics major living in the Seattle area who was looking for an inexpensive way to increase his web traffic. In Seattle, Mr. Rogovy noticed an ample untapped resource and decided to leverage that resource. The resource - panhandlers.

The idea was simple: Pay panhandlers a few dollars to let him attach a glossy, green PokerFaceBook ad to their own signs, and drivers scanning the beggars' rumpled, hand-lettered pleas would inevitably notice his.

Thus was born "Bumvertising," a name Rogovy has trademarked, and a concept that has suddenly won him national, even international, attention.

The idea has sparked both high praise and outrage. Supporters compliment Rogovy's ingenuity. They feel that giving panhandlers an opportunity to "earn a living" is much better than them simply letting them beg. Detractors claim the practice is demeaning and exploitative. Some take exception to the name saying it carries negative connotations. Rogovy acknowledges the possibility of that perception, but said he merely selected the name for it's marketability. Several "bums" state that beyond their advertising fee, they are able to earn more money because patrons are more receptive to them when they are "being productive".

Elaine Fischer, a spokeswoman for the state Department of Labor and Industries, called Rogovy's venture "interesting," but said it did not appear to violate any work rules, mostly because the vagrants aren't, technically, working. "It's certainly unique, but I don't think it rises to the level of employment," she reasoned. "Our sense is that these people are doing what they were doing anyway so the way we see it, there's no clear employer-employee relationship."

I too, admire the entrepreneurial ingenuity as well as the concept of panhandlers "holding a job." However, I don't see long-term viability. The real benefit comes not from the bumvertising itself, but the publicity generated by the unique and controversial nature of the idea.

Morally, I don't have an issue with this. The agreement and benefits are mutual. The principle is the same as Nike paying an athlete to wear their product. The only difference is the price.