If you are investing in transit for productive purposes, target ridership. If you are dispensing it as a sort of largesse, target coverage.
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If you want transit to be a social safety net for those who can't travel any other way, focus on high coverage.
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If you want transit that can pay for itself and contribute to development in your city, RIDERSHIP
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If you want transit to be given away freely and charitably for nothing in return, COVERAGE
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Moving lots of people from SOMEWHERE to SOMEWHERE: RIDERSHIP Moving a few people from ANYWHERE to ANYWHERE: COVERAGE
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Here's the thing: coverage is an important goal--there ARE people who have difficulty traveling and it's important to help them. But...
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...are you SURE that transit is the most effective way to do that?
End of conversation
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This neglects the fact that over time residential patterns are shaped by transport links. So also: build where you want ppl to live.
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neglected for a good reason: if you build more where you WANT ppl to live than where they DO live, you're gonna be insolvent
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not that you can't build on spec but it's the exception, not the rule
End of conversation
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