Bumvertising

Bumvertising is a form of informal employment in which a homeless person is paid to display advertising.

The Bumvertising website publicizing this form of advertising was launched in August 2005 by Benjamin Rogovy, a 22-year-old entrepreneur who hired homeless men in the U.S. city of Seattle, Washington, to carry signs with the URL of his poker player match-up site.[1]

In high traffic areas, such as intersections many beggars hold up a sign describing their plight but most people that pass by do not contribute to the beggar. To an advertiser this could be a valuable resource to reach a broader audience. The homeless person will usually carry the sign for a small amount of money or food for a rather low expense to the advertiser. The cost to get the beggar to hold the sign is much lower than paying minimum wage to a person wearing a sandwich board or costume.

Homeless advocates accuse Rogovy of exploiting the poor and take particular offense to the use of the word “bum” which is generally considered pejorative.[2][3]

Rogovy was parodied during an interview by correspondent Dan Bakkedahl on the September 20, 2005 episode of The Daily Show.[4] Bumvertising has also received non-comedic coverage in blogs, newspapers, and television shows from around the world.[5][6] It was most recently discussed by a panel of marketing experts on The Gruen Transfer, a popular Australian marketing show.