As a small business, visibility is key to economic prosperity. Since the construction of the 2^nd Avenue Subway began in earnest, foot traffic has declined by as much as 30% in some areas. This leaves fewer funds available for marketing. Furthermore obstructions have also inhibited businesses from advertising on local street corners.

The Second Avenue Shopper was launched to:

• Inform the public of events of interest taking place along 2^nd Avenue on the Upper East Side
• Update daily specials from local 2^nd Avenue merchants from 63rd to 97th streets who are impacted by the subway construction
• Attract foot traffic to 2^nd Avenue stores
• Enhance the Shop 2^nd Avenue brand