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Members of the Middle River Volunteer Fire Company aren't relying only on boot drives, poker tournaments and hall rentals for extra revenue.

The 46-member department in eastern Baltimore County recently sold ad space on its ladder truck and a fire engine, becoming what officials believe is the first in the county to do so. Baltimore-based Carroll Home Services will pay the department a monthly fee for the ad, and members say they'll use the money to purchase a power generator.

"We're always looking for extra income," said Lt. Bill Connelly, a 5-year member of the department.

Turning firetrucks into mobile billboards has raised concerns elsewhere. Last year,...