LAKEWOOD, Colo. -- It's a sign of the times -- advertising on school buses.

Many school districts are struggling with the high cost of fuel.

In Jefferson County, gas and diesel are expected to cost $1 million more this year than last. That's money that would have otherwise been used in the classroom for textbooks and computers.

Now the district is looking for ways to fill the gaps.

"We're trying to find ways to raise a little cash to support our kids," said district spokeswoman Lynn Setzer.

One of those ways is by selling advertising on school buses.

"I don't know if I'm really for it," said parent Marianne Cito. "I think that's getting desperate for money."

"We certainly understand that people may not agree with this," Setzer said. "But it was not a decision the district came to lightly."

Setzer said district officials want to make sure the ads are tasteful. They've formed a committee to look at the kinds of businesses they'd be willing to work with.

"FirstBank has agreed to give the district what amounts to about $500,000 in the next four years," Setzer said. "And we've agreed to let them advertise on the sides of 100 buses."

Jeffco will also let the bank place banners in high school gyms and stadiums.

"Together, our buses travel (the equivalent of) the circumference of the earth every day. We have a fleet of 300 to 350 buses," Setzer said.

She noted that driving all those miles uses a lot of fuel. She also said that driving all those miles will provide extra "mileage" for the businesses purchasing ads on the sides of those buses.