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Frankly, I'm surprised it took so long for New York's Metropolitan Transportation Authority to sell advertising on the front of its iconic yellow MetroCards, especially considering the backs have been open for business for the past 17 years. "For those with a message and a desire to reach millions of people in a novel, attention-getting way, there is no better way to advertise," MTA chairman Joseph Lhota said last week in announcing the plan. Pricing isn't finalized—it costs $25,500 to run ads on the backs of 50,000 cards, and $450,000 for 2.5
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