Interesting about the MTA's decision to offer discounts this holiday season for subway, bus and commuter rail. I don't know. My first reaction was that it's generally not wise to give discounts for anything for which people will pay full price anyway. I think people will use mass transit as much as they would otherwise at current prices, especially since the alternatives (the hassle of driving or walking huge distances) are so stark.

I would have preferred to see the MTA try to increase ridership with an aggressive ad campaign highlighting the selling points of mass transit. On every Metro North and LIRR car, put up an ad with a table showing two columns, one with "train" and one with "car." Under the "train" column could be something like: 11:57 a.m.: leave White Plains. 12:30 p.m.: Arrive Grand Central. Cost: $7.50 (or whatever it is).

Then in the "car" column, have: 11:57 a.m.: Leave your house. 12:10 p.m.: Get stuck in traffic jam on Cross County Parkway. 12:35 p.m.: Pay toll at Henry Hudson Bridge. 12:55 p.m.: Sit in traffic heading onto the GWB to New Jersey. 1:15 p.m.: Spend 20 minutes looking for parking spot or pay $20 for parking. Cost: $6 in gas, $3 in tolls, plus parking...

This might actually have the effect of selling the mass transit alternative to people who would otherwise drive. The MTA's across-the-board discount gives away money for no reason. I'm not saying a gift to loyal riders isn't nice. But what about next year if there is a tighter budget? The MTA will have to explain why Santa isn't coming back.