UCLA Institute of Transportation Studies Director Brian Taylor was featured in a Los Angeles Times commentary about plans to revive transit ridership in Los Angeles by dropping fares. LA Metro approved a pilot program eliminating fares for students and low-income riders. Metro relies on riders for only 5% of its revenue, with the majority of revenue coming from sales taxes in Los Angeles. However, some riders are still concerned about the speed, reliability and accessibility of public transit services. According to Taylor, Metro’s data-based improvements to its bus routes are a promising way to revive ridership by reallocating service. Increased service frequency, decreased wait times, and investments in lighting, added shelter and other safety measures at bus stops could attract more ridership than free fares, he said. Taylor pointed out that riders, even those with low incomes, are more sensitive to changes in service than changes in price.