A local transit advocate says the key to boosting bus ridership in Peterborough may be increased publicity, particularly over social media.

Elaine Covert, a member of the local transit riders group, told city council Monday night that the city should consider a professional ad campaign promoting the bus.

She also said the city should use social media more to communicate with riders. Some of Peterborough’s needy can’t afford to buy a newspaper, she said, and so a print-media ad campaign won’t reach them quite like social media will.

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