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Those "First Home Game since 1957" signs? The Nets pay $25 for putting them up in store windows

On his I Love Franklin Avenue blog, Nick Juravich writes:
Those "First Home Game since 1957" signs that have popped up all over? The Nets pay $25 a pop for businesses to put them in the window (as a local business owner informed me). A lot of money and legwork, but still probably cheaper than a 30-second TV spot.
I suspect that street team has made certain streets a priority. I've seen a few of the signs on Smith Street, but Coney Island Avenue--not so much.