$5 + Hobo = Cheap Advertising

Ben Rogovy had a problem. He needed to advertise his new company, but he didn't have the budget to splash out on newspaper, radio or billboards.

Then he noticed the street people sitting on busy intersections, holding signs asking for work or money. A lot of eyeballs skitted their way across those signs every day.

Rogovy went home, whipped up some PB&J sandwiches, grabbed a fistful of one- and five-dollar bills, and hit the streets.

Thus was born bumvertising.

Most of the people he hired appreciate the chance to earn a couple bucks and a free, if simple, lunch.

Zack Peters appeared to care little about Rogovy's intentions or their implications. He held a cardboard sign that read: "Homeless natives. Please help. God bless," and shook the young man's hand, nodding enthusiastically at his offer of $5, a package of Fig Newtons and a bottle of water.

Not even the government has a problem with the idea.

Elaine Fischer, a spokeswoman for the state Department of Labor and Industries, called Rogovy's venture "interesting," but said it did not appear to violate any work rules, mostly because the vagrants aren't, technically, working.

But of course some people consider the whole idea of using homeless people as living billboards akin to some sort of human rights abuse.

Advocates for the homeless are appalled. Some have called Rogovy a "poverty pimp." Others say Bumvertising is craven exploitation. Nicole Macri, co-chairwoman of the Seattle/King County Coalition for the Homeless, objects most of all to the sensationalism of using a name that "capitalizes on negative stereotypes."

Hey, I've seen people holding signs for mattress and discount furniture shops who looked about one more late rent payment away from being proud owners of a cardboard condo.

With Rogovy's idea catching on across the nation, we'll see how long it takes before the government decides it wants to meddle in yet another act of commerce between consenting adults.