Metra exploring train advertising

The Metra commuter rail service is reconsidering its long-standing policy of sparing its riders of advertising on its trains.

On Monday, Metra rolled out a coach covered with an advertisement for the Illinois Bureau of Tourism.

The coach is covered with a vinyl plastic that features the likenesses of Abraham Lincoln, Ulysses S. Grant, Ronald Reagan and newly minted President Barack Obama.

Metra officials say the car will be used on several rail lines in an effort to gauge public reaction and determine how well the vinyl stands up to the weather.

Metra executive director Phil Pagano says the commuter rail agency is exploring all opportunities to increase non-fare income. Officials point out advertising is the Chicago Transit Authority's largest revenue generator aside from fares.