WORCESTER—At the end of December, the Worcester Regional Transit Authority (WRTA) joined the innovative “Browse, Borrow, Board” program, a collaborative initiative developed with the Boston Public Library, Massachusetts Library System, and the Massachusetts Department of Transportation.
The program offers transit riders across Massachusetts access to a diverse range of digital content provided by the Boston Public Library.
The partnership aims to enhance community connectivity by allowing public transportation users to explore digital audiobooks, eBooks, newspapers, and magazines while waiting for their bus.
When the WRTA was approached to jump aboard the creative collaborative, there was little reason to oppose the idea.
“WRTA was contacted by MassDOT’s ‘The Lab,’ which was formerly the Office of Possibilities, to see if we would be interested in displaying materials with this initiative aboard our buses or in our lobby and platform space at our Bus Hub at 60 Foster St.,” Jamie Winters, WRTA’s marketing and communications manager, told the Worcester Guardian.
The available content from the library spans multiple languages and age ranges, providing riders the opportunity to borrow reading materials for on-the-go enjoyment, free of charge and without the need for a specific app or library card.
“According to BPL/MLS materials include poetry, short stories short audiobooks, and titles for children and teens,” said Winters. “The newspaper and magazine content includes 7,000 titles from more than 125 countries.”
To access the collection, riders scan a QR code posted on interior ad cards inside WRTA buses, as well as on signage at the WRTA Union Station Hub. Users can then register for a temporary account using an email and password, granting them access to up to five eBooks or audiobooks at a time, along with unlimited magazines and newspapers. A confirmation email will be sent to all registered users, including information on connecting with their local library.
“Riders are only able to view these materials by scanning the code,” explained Winters. “We also have intentions of these ads up on the digital monitors in our lobby (the monitors are being worked on to display some different material than what they are currently showing).”
Regional Transit Authorities throughout the Commonwealth have the opportunity to join this program gradually, promoting literacy, local libraries, and public transportation. An evaluation of the program’s effectiveness, appeal to riders, and operational impacts is slated for completion by the end of 2024.
“The ads were placed on the buses the first week of January,” said Winters. “We have one on each bus of our 55-bus fleet. We also have the same ad running on the monitors on our platform. We have not received much feedback from the public about the use—and we are awaiting data from MLS/MassDOT regarding the QR code scans, which will help us identify how much/when it is being used. Then we will have a follow-up call in a few weeks to go over more data and feedback from the other RTA participants.”
Go here for more information on the Browse, Borrow, Board program.
