After years of quiet political wrangling, Brooklyn claims New York's first public high school for advertising. In the final minutes of borough president Marty Markowitz Feb. 9 State of the Borough Address at Brooklyn Cruise Ship Terminal, High School for Innovation in Advertising and Media was introduced. It will open Sept. 2008 within resurrected Canarsie High School, with seats for some 110 ninth graders. This announcement brings great cheers and some jeers.

Cheers are for collaboration between the city Education Department, Brooklyn Borough Hall and industry association Advertising Week. Markowitz committed $2 million in capital funds during preliminary talks with schools chancellor Joel Klein late 2006. Markowitz wanted the school in a central Brooklyn neighborhood.

Advertising Week board members elected to support the school's creation-from curriculum, lab equipment, mentoring and internships-as an alternative to city Commission on Human Rights proposed public hearings on employment disparities within NYC's advertising industry. EURO RSCG New York CEO Ron Berger and Interpublic Group chairman Michael Roth, both Brooklyn reared, stated accord with a central Brooklyn location during the Sept 24, 2007 press conference at Brooklyn Borough Hall.

Jeers come from those who wanted the school in central Brooklyn. In fact, the school's address remains unlisted in the Directory of New New York City Public High Schools as of Feb. 15. Councilwoman Darlene Mealy (41st CD) states, "There is no question that this must be done, if the city of New York truly wants to address the disparities in the advertising and media industrythe Education Department should stick to its proposal to site the school in central Brooklyn." Other observers are concerned whether middle school students will select a school lacking an address.

Advertising Week executive director Matt Scheckner is pleased the school exists and has a Brooklyn address. Scheckner reflects on the meeting ridden approval process and is glad that stage is over. His concern had been for advertising executives making the long haul to Canarsie. Given their acceptance of it, he breathes easy. "While there are collegiate and graduate advertising programs," states Scheckner, "to our knowledge this is the first advertising high school in the nation. Advertising Week board member Rick Boyko who serves as managing director of VCU Adcenter collaborates with the Education Department to craft an advertising curriculum overlay to the core high school education."

The school will address employment disparities within the industry with competent leadership. Advertising Week sees this as "a fastball down the middle towards the industry's challenges. One day graduates will be leaders on Madison Avenue."

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