New York City should advertise its bonds in Playbill

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None What the Front Line of the U.S. New York City should advertise its bonds in Playbill, the program distributed at all theaters as well as venues such as Lincoln Center, Carnegie Hall and the Metropolitan Opera, one firm recommended in the city latest Request for Proposal for Underwriting Services.

This approach would directly target a middle-class and typically affluent demographic, underwriter Rice Financial Products Co. stated in its response. Playbill is closely scrutinized by theatergoers while waiting for the commencement of a performance and during intermission. The average net worth of readers of Playbill Classic Arts programs distributed at venues that aren't Broadway theaters is $1.3 million, while the average household income is $217,000, Rice said. For those distributed at theaters, the income level of readers would be just below that.

Timing is everything, as they say in movies. The Rice response was released on March 3, 2020. Just over a month later, Broadway was closed by then governor Andrew Cuomo, a shutdown that lasted almost 18 months as the pandemic raged.

Rice, who is based in New York City, was selected last year as a co-manager to underwrite New York City and New York City Municipal Water Finance Authority bonds.

In its response, Rice said it didn t believe advertising had a measurable effect on demand or pricing of city bonds due to the very limited amount of home and pop retail investors. The vast majority of retail sales is by institutional investors that get their information on upcoming debt sales through professional retailers, which get their information from prospective investors using the same methods as retail investors. However, advertising have other positive attributes, Rice added, the local one being that it promotes the city's efforts to invest in City infrastructure to the primary population. The company declined to comment on its proposal. A spokesperson for the comptroller said that office and the city have not advertised city bond transactions since March 2020.

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