By TIMOTHY COX
tcox@dailystandard.com
ROCKFORD — Village officials are looking at the possibility
of getting free police cruisers that would be splashed with
advertisements.
Police Chief Paul May told Rockford village council members
meeting Tuesday that the town has been approved for the application
process to seek the vehicles through Government Acquisitions
Inc., of Charlotte, N.C. The Rockford Police Department is looking
to replace two of its three cruisers through the company’s
program.
Even if local officials express interest, there is no guarantee
the town would be approved for the program. Everything hinges
on whether the company could secure advertising to go on the
police cruisers. The company works with local, state and national
sponsors to make its program work.
Government Acquisitions officials admit it is tougher to sell
ads for police cars in small communities, but May said he believes
Rockford has some assets that would be attractive to potential
advertisers.
“When you consider a national TV spot costs $100,000 for
10 seconds, we have 7,500 cars per day and a semi every minute,”
May explained.
Council members took no action on the issue but agreed to consider
it further. The town has 90 days to proceed with the application
process. If the deal goes through, May said the department would
sell the oldest two of its three cruisers.
Less than a year ago, May and other law enforcement officials
in Mercer County told The Daily Standard they would be hesitant
to splash advertising on their cruisers. May seemed the most
willing at that time, but said he would not want to be the first
department in the area to join the program
“I’m just not sure what people would think of it,”
May said for the Jan. 21 article.
In that same story, other law enforcement officers complained
that having advertisements on the cruisers could create the
appearance of impropriety. On Tuesday, May said that would not
be an issue. Local advertisers most likely would not appear
on the cars and officers would remain impartial, even if they
happen to come in contact with somebody associated with its
sponsors.
The advertising would be fairly low-key and confined to the
rear panels and trunk of the cruisers, May said. Government
Acquisitions would have its own ad on the hood.
In other business Tuesday, council members:
• Tabled a discussion on whether part-time police officers
should be able to use their $200 annual clothing allowance to
buy other equipment, such as a portable radio.
• Tabled discussion on whether the volunteer Income Tax
Review Board should review village tax returns prepared by Tax
Administrator Herb Muhlen-kamp through the course of his private
accounting practice. Village officials first want to know if
board members would be willing to sift through up to 40 or so
returns.
• Set trick-or-treat for 5:30-7 p.m. Oct. 26, followed
by costume judging at the firehouse at 7:30 p.m. Village officials
also donated $200 to the fire department to pay for candy and
prizes.
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