LIBRARYBOS TON

UNIVERS I TY

.4|3 B U syis ESS [Jjj.

ADMINIS TRATION

Class No. ^ 3 ^Book No. f3

h

Acc. No 4.fT;LjDate

BOSTON UNIVERSITY

College of Business Administration

Thesis

THE FACTORS WHICH IlvfFLUENCE THE SECONDARY SCHOOL GRADUATE IN

HIS SELECTION OP A COLLEGE

by

George Raymond Fennell

(B.B.A. Northeastern University 1926)

(B.S. Northeastern University 1931)

submitted in partial fulfillment of

the requirements for the degree of

Master of Business Administration

1936

I.

II.

III.

IV.

I.

II.

III.

TABLE OB OOBTEIITS

CHAPTER OITE

IHTRODIjCTIOH

Introductory Statement 1

Proolems Confronting College Administrators.... 2

1. Competition 3

2. ]>ecreasing Enrollments 4

3. Tuition Loans and Scholarships 6

4. Decreasing Income 9

Changing Trends in Administrative Attitud.es.... 10

1. Prospective Students 102. Enrolled Students 113. Public 12

Attitude Toward Colleges 12

1. Principals ' 122. Parents 133. Prospective Students 15

CHAPTER TWO

IHBLUEHTIAL BACTORS OBTAIITIirG WITHIi:

THE COLLEGE ORGAj’TIZATIOIT

Educational Bactors 1'^'

1. Curricula 172. Baculty 233. Buildings and Equipment 254. College Expenses 305. Baculty Supervision 41

Vocational Bactors 45

1. Spare Time Work 452. Co-operative Work 483. Government Work Plans 54

Social Bactors 56

1. Athletics 562. Braternal 64

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CHAPTER THREE

IJ^TELUEiJTIAL FACTORS OBTAIHIHG OUTSIDE

THE COLLEGE ORGAIIIZATIOIT

I. Aliimni Group

1. Alumni Clubs2. Alunni AcHievement '^'3

II, Field Representa,tives '75

1. Lectures to Hi^ School Students 75

2. Visits to Homes of Prospective Students... 79

3. Lectures to Parent Teachers Associa,tions . . 824. Lectures to Adult Club Groups 83

III. Secondary School Officis.ls 84

1. High School Principals and Advisers 84

IV, Advertising 85

1. Special Advertising to Principals 872. Printed Pamphlets and Booklets 893. Secondary School Advertising 984. Schola.rship Announcements to Principals... 103

V. Press Bureau Operation 105

CHAPTER FOUR

SUI;CHARY

I. Effectiveness of Present Day AdvertisingMethods 107

II. Changing Trends in Collegiate Selection 109

III. The Effects of Collegiate Competition 110

Digitized by the Internet Archive;

in 2016

https://archive.org/details/factorswhichinflOOfenn

CHAPTER I

i

INTRODUGTIOIT

The average American university is dedicated un-

qualifiedly to the advancement of learning and the v/elfare

of society. Its educational and administrative policies

are established ¥/ith the development of the individual as

the motivating factor, and the energies of its teaching

faculty are devoted exclusively to a training which is

destined to prepare him to lead a happier and more produc-

tive life as a member of a given community.

The men who serve on college faculties, and who

give unstintingly of their time and effort to study, teach-

ing, and research, should be looked upon as the key men in

the development and progress of a country, for to them is

given an opportunity to influence the philosophies and

educational habits of those who are later to become the

leaders of industry and commerce. It is only natural,

therefore, that the educational phase of collegiate train-

ing should assume the greater importance in the minds not

only of undergraduates and graduates, but the general

public as well.

The duties of the administrative officers and de-

partments of the university of today may be cited as being

as important, and the policies established as far reaching

and influential upon the life of the student as those who

come into direct contact with these individuals through

teaching assignments. The publishing of such a statement

would have caused considerable comment prior to the event

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of tlie industrial depression in 1929. Since that period,

however, the problems confronting the college administra-

tors have increased greatly, not only in niimbers but in

complexity as well. The administrative functions, which

formerly were chiefly associated with the educational

aspects, have now assumed the business and financial prob-

lems which are common to those of an industrial concern.

There is no doubt but that the present industrial

depression is the chief contributing cause of the reorgani-

zation of college administrative departments along indus-

trial and commercial lines. Many of the old traditions

have been discarded and are now being replaced by new

methods. Courses have been changed to conform to standard

industrial and commercial practice. Colleges of liberal

arts are attempting to give a vocational bent to their pro-

grams in an endeavor to prepare the student to enter some

specific type of useful employment. These changes have

been brought about throu^ the competition which has been

taking place among colleges as a result of decreasing stu-

dent enrollments.

The competitive factor prior to 1930 did not

pl8.y a very important part in the administration of colle-

giate institutions. Student enrollments were increasing

year by year, and the chief problem was one of the proper

expansion of the facilities and plant in order to keep

abreast of the ever increasing student body. With the

event of the depression student enrollments began to

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decrsase slov/ly at first, and then in ever increasing num-

bers as business activity further receded. College admin-

istrators were faced with the same problems as those who

were in command in the industrial fields. Their plants

v/ere overexpanded, their faculties too large, their fixed

charges too heavy, investments decreasing in value, and one

of their main sources of income, namely student tuition

fees, were decreasing to an alarming degree.

The competition between colleges for students

then became a real issue, for students were needed to main-

tain the programs which had been established in the pre-

ceding decade. In order that some idea may be conve^'^ed in

regard to the decrease in enrollments, which of course has

been the chief contributing factor in the increase in in-

stitutional advertising, it may be apropos to quote statis-

tics in this regard which were compiled by Mr. Ernest H.

Wilkins. ^In a study of enrollments in fifty-eight of the

largest institutions in the country Mr. Wilkins found that

for tlie year 1931-32 the enrollment totaled 279,401 stu-

dents. In 1932-33 these figures had decreased to 268,435

students, a decrease of 10,966. In 1933-34 the total had

further decreased to 258,459 students. Eor the years 1934-

35, however, an increase was reported, with the total num-

ber of enrolled students listed at 271,997, which was an

actual numerical increase of 13,538 students. In all prob-

ability this increase for the year 1934-35 was due, in a

^School and Society, September 28, 1935 - Page 445,Table V - Ernest H. Wilkins.

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iarge measure, to the availability of N.Y.A. funds, and

does not represent a healthy growth.

The administrative problems have been further ac-

centuated by the rapid growth of the junior college. The

average junior college offers a tv/o-year plan of study in

which the courses are quite similar in character and course

content to those offered during the same period in a stand-

ard four-year college. Some idea of the popularity and

strength of the junior college movement may be gained from

a study of the statistics as published by ^Mr. Ernest H.

Wilkins which show that from 1922 to the present the total

enrollment increase in the universities as a whole has been

35 per cent, the enrollment increase in teachers^ colleges

about 150 per cent, and the enrollment increase in junior

colleges more than 600 per cent. Such a figure presents

some idea of the competitive problems facing the college

administrator.

There are many educators who feel that the junior

college will decrease in popularity during the next decade.

Tiiis will not probably be the case, as this type of insti-

tution satisfies a real need in the community, and if

properly conducted will give the student the equivalent of

a two-year university training at a much smaller cost.

One of the principal reasons for decreased en-

rollments is due to the decreased earning power upon the

part of the American worker. There is, however, another

^Figures from School and Society, September 28, 1935,Ernest H. Wilkins, page 448.

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reason which may be cited as rising out of the depression.

Thousands of high school graduates have not in the past and

will not in the near future, possess the necessary quali-

fications to enter the college of their choice, or any

college for that matter, because of a depression psychol-

ogy or discouragement which prompted them either to drop

out or fail out in certain key courses in hi^. school on

the assumption that they would never be in a position fi-

nancially to attend college. The author has estimated

that fully 60 per cent of the ineligible students examined

by him during the past tv/o years fall into this category.

An interesting study made by 0. B. Allen in regard to the

ratio of resident college enrollment to high school gradu-

ates of fifteen Cleveland hi^ schools shov/s that ^during

the period 1928-1933, while the high school graduates in-

creased from 4,634 to 6,738, the number certified for ad-

mission to college diminished from 48 per cent in 1928 to

24 per cent in 1933.

The tendency of scholastic failures to increase

in colleges in which the student body is largely recruited

from among tiie lower middle classes, financially consti-

tutes a problem for a great many college administrators,

Financial worries are inclined to handicap a student in his

studies, and such a condition can be overcome only by means

of an advisory system wherein close watch is maintained

over the student’s scholarship and

^Figures from School and Society, September 28, 1935,Page 448 - Srnest E. V/ilkins.

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morale.

The demands for financial assistance on the part

of both entering and regularly enrolled students has con-

stituted one of the major problems confronting the college

administrator. The granting of tuition loans and scholar-

ships which are absolutely necessary to the securing of ap-

proximately 10 per cent of the student body, add to the in-

creasing number of items which must be provided for out of

income. The aliuiini of the greater majority of institutions

have not been in a position financially to provide the

funds necessary to maintain loan or scholarship funds, and

the return from this source, as a result, has been rela-

tively small.

Public organizations, including Rotary and

Kiwanis Clubs, women’s clubs, churches, and fraternal or-

ganizations aid a considerable number of needy students

yearly. In a few instances these organizations distribute

their funds through the universities, but in the greater

majority they reserve this function for themselves, and in

a few cases dictate the choice of a college.

Private gifts and bequests have decreased to

quite an extent during the past five years. Many of these

gifts are for specific purposes only. Such gifts gener-

ally add to the fixed charges of a university through ad-

ditional buildings and equipment which are not absolutely

needed and are costly to maintain. The greater majority

of the colleges rely upon unrestricted financial gifts for

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oheir support, for there are very few institutions v/hicli

are operated on a strictly business basis.

A very clear conception of the problems con-

fronting administrators as a result of the decreases in be-

quests may be received through a study of the figures re-

cently published by the John Price Jones Corporation.

This Company, in carrying on a study among 31 American

colleges found that the gifts in 1933-34 totaled only

#20,657,891. This figure represented a drop of almost

#54,000,000 from the 1930-31 total. ^ According to this

report the heavily endowed colleges of the East suffered

most. The two illustrations published included the Har-

vard endowment which totaled ;|15,630,000 in 1930-31 and

less than #3,000,000 in 1934, and the Yale endowment which

amounted to $24,400,000 in 1930 and had dropped to less

than one fifth of that amount in 1934. These figures are

significant in that they present some idea of the problems

of administration from the viewpoint of finance.

In general it may be stated that tuition pay-

ments constitute the chief source of income for the smaller

college. The decrease in this income has caused a corre-

sponding decrease in the number of loans and tuition schol-

arships availa.ble for distribution to the student body.

Fortunately Government funds have been made available to

college students throu^^ the National Youth Administration.

The distribution of these funds have not only offset the

^News Week, September 21, 1935 - Page 25.

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- 8-

collegiate reductions in this respect but have released ad-

ditional resources v/hich are in many cases now being de-

voted to the proper maintenance of real estate and equip-

ment.

The administrative problems in connection with

the granting of financial aid have increased twofold during

the past two years. There appears to be a tendency on the

part of many students to apply for as much financial aid as

possible, even in instances in which it is not needed. A

condition such as this necessitates as rigid an examination

of the facts as time permits before the granting of finan-

cial assistance is possible. The expense involved in the

selection of eligible students for financial aid is fairly

high, for such a task generally employs the entire time of

one of the older and more experienced members of the fac-

ulty, together with a competent and experienced clerical

personnel.

The decreasing income from gifts and tuition has

threatened to reduce the athletic and social programis of

colleges in general. In fact, this movement has already

started and non-income producing sports have been elimi-

nated from the student activity programs in a number of

colleges, llany of the social activities have been cur-

tailed because a lack of financial interest upon the part

of both the students and the college has made it neces-

sary. It has long been recognized that such activities

are important as morale builders, and their loss in some

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- 9 -

cases and partial curtailment in otliers has been, no doubt,

a contributing factor in the decrease in college enroll-

ments .

The problem of maintaining educational programs

at their full efficiency is one which is causing much con-

cern to administrators. Tlie elimination of elective

courses either because of unpopula.rity or necessity ap-

pears to be one of the expedients which educa.tors are

likely to leave until 3,11 other means have failed. The

adverse publicity attending such a change and the psycho-

logical influence upon the undergraduates render reduc-

tions in educational programs very poor policy indeed. It

is more likely that changes in course standards will be

affected during periods of industrial stress. A practice

such as this is generally adopted as a temporary expedient

and as a means of keeping many students in college v/ho

Y/ould othervase fail in their courses and lea.ve the uni-

versity as a result.

The general practice in this respect is to

lighten either the course or the grades in order that more

students vull be retained on the college rolls. The au-

thor is not prepared to discuss the advisability or inad-

visability of such a practice from the educational point

of view, for it is his purpose to confine this discussion

to the business and financial aspects of the college sit-

uation. From the purely business viev/point it may be a

good plan to pursue temporarily, especially in cases where

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- 10-

the financial outlook is dubious and where drastic reduc-

tions in personnel, salaries, and programs are impending.

Unless, however, such a policy is administered v/ith care

and caution, it may prove to be a deterring factor to

future development.

Another perplexing problem confronting college

administrators is that concerned v/itli faculty relations

as regards teaching loads and incomes. Decreasing en-

rollments are very likely to cause additions to teaching

loads. As the personnel is reduced the loads become rap-

idly heavier and unless controlled are likely to reach a

point where the teaching personnel actually becomes quite

inefficient due to the large amount of work imposed. A

tired and discontented instructor can accomplish more

harm among the students with whom he comes in contact than

perhaps any other factor. Decreases in income further

lov;er his morale until he reaches the point where he is no

longer an asset but a distinct liability. The instructor

is the salesman, and as such is the ’’key man”, not only

from the educational point of view as has been mentioned

previously, but from the business viewpoint as v/ell. The

modern administrator recognizes this fact and selects his

instruction staff, not only from the viewpoint of their

past training and ability to teach, but for their person-

ality as well.

The administrative attitudes with respect to

prospective students, have changed completely during the

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jjast four years, ilo longer are prospective students

treated vdth tlie indifferent attitudes which were charac-

teristic of administrative officers in general during the

pre-depression era. The hi^ school student and graduate

of the present day is as carefully cultivated as the most

valued customer of a leading industrial concern, and v/ell

he should "be, for each student secured means a total in-

come of from one thousand to tv/o thousand dollars accord-

ing to the tuition rate charged by the individual college.

Students are the life blood of every college and v^ithout

them tile college would cease to exist. Therefore, as the

number of students matriculating at colleges become fewer

the competition for them becomes greater in proportion un-

til we have the competitive system which is now in the

ascendency and will continue to be for several years to

come.

The attitude on the part of administrators to-

ward enrolled students has also changed considerably.

Students are granted more liberties than formerly. They

are treated by faculty members v/ith more respect and are

given all the aid possible in connection with their stud-

ies. Their problems are of real concern to their faculty

advisers who, through their good judgment and understand-

ing of human nature, are able many times to save students

from withdrawing from the university. Student activity

programs have been instituted to provide the students with

interesting and instructive spare-time enjoyment. These

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- 12-

features have been added first to make the college an in-

teresting place in which to study, and secondly to improve

the students from a social point of view in order that

they may be better qualified to carry on their duties in

the business world.

The administrative attitude toward the public at

large has also changed considerably during the past few

years, i’aculty members are encouraged, as often as time

permits, to visit, and speak before clubs, fraternal or-

ganizations, and church organizations. These activities

on the part of the faculty create good will toward the

college in bringing its name before those who have actual

or potential control over collegiate selection on the part

of the younger genera.tion.

The situation with regard to hi^ school princi-

pals and faculty advisers has also been completely re-

versed during tiie past four years. Formerly the high

school principal v/as more or less dependent upon the col-

lege for tile success which he enjoyed as an educator. He

v/orked hard and long to place his graduates in the colleges

of their choice. Tlie situation, however, has completely

changed and we now find the high school principal in the

preferred position. To him now go the college represent-

atives, and to him they plead for students in their own

dimplomatic v^rays. ITo college at the present time can af-

ford to ignore the hi^i school principal and his faculty

advisers for they hold within their hands the powrer to

f if/J:

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-13-

stOjJ tiie flow of students, to a considerable extent, to

any given college or university.

Since these men are in a position to choose

their colleges with care, they have been able to place

their students more advantageously. However, they have

not abused their privileges but have conscientiously ex-

erted their influence for the good of their students, their

school systems, and the colleges as well.

The attitudes shown by the parents have proved to

be of real interest. In the hundreds of office interviews

with parents, which the author is privileged to make each

year, it is found that the greater majority have an inter-

est in their sons which prompts them to make sacrifices far

and beyond that v/hich the average individual would think

possible or advisable.

To the average parent the course content has

practically no meaning. His paramount desire is to have

his boy attend college and his chief question resolves it-

self around the eligibility of his son. Upon receiving the

information that his son is eligible he, in about 60 per

cent of the cases, immediately inquires about expenses and

any financial aids which are granted by the college. The

expense factor then in turn assumes the most important

phas e

.

From the viewpoint of expense, parents may be di-

vided into three distinct classes. -The first class com-

prises those who have become more or less temporarily hand-

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-14-

icapped financially, and ask that their sons be given

spare-time employment to aid the family during the period

of college attendance. This type of parent expects the

boy to work for the remuneration given and is appreciative

of even the smallest favor in this respect. The second

type of parent is a member of a lower economic scale, and

is possessed of little resources, or if he has, does not

intend to devote them to the education of his boy. His

object is to obtain all the financial aid possible, with

little or no v/ork being performed for such on the part of

his son. In other words, the world owes his son an educa-

tion v/hich he cannot give or will not give. It is not in-

tended to convey the generaJL impression that all the mem-

bers of this economic group are in this category for there

are many who are sincere. It is a privilege to meet this

small group for it is they who make the real sacrifices

for their sons.

The third group of parents comprise those who are

without funds, and with no visible means of support. In

this group are included those who have been unemployed for

a long period of time and who are working on 3.R.A., ^.P.A.

and similar projects. They too seek all the financial aid

possible. The greater majority of these cases, however,

are utterly hopeless unless the college desires to carry

these boys along in the role of non-paying guests. In

this group there frequently occurs the parent who has an

idea that the Federal Government will finance his boy to

;'i:^v

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-15-

tiie full extent of his college education. These mistaken

impressions, v;hich occur v.dth enough frequency to remove

them from the common class, arise from the Federal Aid

granted to college students under the National Youth Admin-

istration.

The prospective student probably asks more ques-

tions relative to the college policy in general, than his

parent. His questions as a rule are not only more numer-

ous, but more pointed as well. Q,uestions concerning eli-

gibility and special educational features appear to be his

first concern. Q,uestions regarding course content and

university policies appear to be next in importance. Tt

is interesting to note that questions regarding matters of

finance are generally reserved until the last, and fre-

quently they are not asked at all. Such an omission gen-

erally necessitates a trip on the part of the parent to

the college under consideration. The explanation for this

situation is found in the fact that many of the younger

boys are more or less nervous previous to and during their

interviews, and are hesitant to convey the impression that

they are in need of financial assistance.

There appears to be one very important question

which both parents and boys alike fail to ask in at least

90 per cent of the cases. This question is concerned with

the positions secured by the graduates in commerce and in-

dustry directly upon graduation. This question, which

from a business point of view is the most important of all.

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- 16-

is asked the least of any. It is difficult to understand

why parents and boys alike fail to ask such a question un-

less it be the fact that they do not v/ish to give the ad-

mission officer the impression that they are attempting to

measure the efficiency of the educational program of the

college under consideration.

This introductory section has been included in

this paper in order that the reader may gain some idea of

the problems of the college administrator prior to reading

the main section Y/hich immediately follows. As previously

stated, this paper is devoted chiefly to a discussion of

the topic from the business or administrative point of

viev/, and as such cannot fail to escape from clashing with

many v/ell established educational practices and opinions.

The question in this respect is not so much concerned Y/ith

what should be, but what must be in view of the changing

industrial situation.

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CI-L4PT3R II

-17-

I2IFLU31TTIAL FACTORS OBTAI2TI1TG WITHI2T

Tii3 GQLLBGS ORGAlTIZATIOli

The study of the factors which influence the high

school student in his selection of a college is one of the

chief duties of the college administrator. Upon him falls

the duty of devising plans and methods which, v/hile digni-

fied and conservative in their operation, v/ill, neverthe-

less, possess sufficient strength to properly promote the

institution v/ith which he is connected. The influential

factors affecting studentsmay be divided into two groups;

those which obtain within the college organization, and

those which obtain without the college organization. It

is planned to discuss the various influential factors

which obtain within the organization in this section. For

the sahe of clarity it is planned to discuss these factors

under the three main headings which include those factors

of an educational character, those of a vocational charac-

ter, and those which deal mainly with the social aspects.

EDUCATIORAL FACTORS

Curricula

Tile college curricula plays a very important

jjart in the selection of a. college on the part of a high

school boy. In the first instance the boy is mainly con-

cerned with the number of years of study required for the

degree offered. The greater number of colleges are oper-

ated under the four yea.r plan, whereby four years of

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- 18 -

collegiate study are required in residence for the degree.

There are a few colleges, such as those operated under the

co-operative plan of education, v/hich require five years

of class attendance. All other things being equal, the

four year plan has been found to have been the most popu-

lar due to the decreased time element required for attend-

ance, the smaller expense involved, and the possibilities

of securing permanent employment a year in advance of the

five year graduates.

The five year plan has been more than successful

in instances in which a compensating factor has been in-

cluded to offset the additional time required. The co-

operative work plan, with its possibilities of employment

and other advantages, vdiich are to be discussed fully in a

later section, fulfills this compensating function. This

plan has proved to be of sufficient popularity as to cause

the extra time spent in an additional year to become a

factor of secondary importance with the majority of stu-

dents.

Institutions of the type just mentioned and

Y/hich are operating under a five year plan appear to be in

a very fortunate position during periods of depressions.

One of the reasons for this is that students v/ho have com-

pleted four years of college will, if humanly possible,

find the means to continue for the additional year, for

their investment in their educa.tion is too great to lose

at that time. In addition to this the university is pro-

ofi f -:'j!:

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-19-

vided with a margin of safety against too great a reduction

in income due to the additional number of men attending.

Also co-operative colleges of this type are much more like-

ly to secure many of the students who feel they can go to

college only if the means of securing financial help is

provided through positions in industry during the estab-

lished working periods. These students v/ould be lost to

education otherwise.

The author has noticed a growing tendency on the

part of high school graduates to practically disregard the

time element entirely, on the assumption that it is better

to spend the extra time involved in a five year program in

school than out seeking employment. The author has not

compiled accurate figures explanative of this statement,

but T/ould say that such a feeling was expressed or implied

in approximately 80 per cent of the more than 1,000 pros-

pective students interviewed by him personally in his of-

fice during the past three years. In times of prosperity

the student mind is very prone to gravitate to the plan

with the greater number of years involved. During this

period the family income has increased to a point where

it is felt that the greater experience and maturity

gained throu^ the extra year spent in college attendance

will more than compensate for the money earned in indus-

try during that same period.

The difference therefore between a strai^t four

year plan and a five year plan offering certain compen-

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- 20-

sating factors may be considered the same as an influencing

factor in securing students for the college. The advan-

tages to the college, hovrever, are to be considered as

slightly greater under the five than under the four year

plans of operation.

The curriculum content does not assume the im-

portant role in collegiate selection as many individuals

would suppose. Parents are generally interested in having

their sons pursue certain lines of study. Their first in-

terest in this regard is to make sure that the course as

outlined will give him a thorough training for the partic-

ular field selected, and once assured of this, their in-

terest in this regard ceases. The course outlines in the

average college catalogue are more or less technical in

their language content and prove to be of very little in-

terest to the parents of prospective students. Another

factor causing such a situation is that not more than

from 7 to 12 per cent of the parents in the middle class

income group are college graduates. The average in this

respect for the students attending the author’s college

is 11,8 per cent.^

The average hi^ school student, however, ap-

pears to be more interested in the college curriculum than

does his parents. His interest is assumed from tv/o view-

points. The first is that which is concerned with the

possibilities of securing a well balanced course. The

^Figures compiled from a study made of 380 represent-ative students at the author’s College by the ad-ministration on January 16, 193b.

..1 > rj2, s e ' - i/;. 'X >i:c c ,/:i; ..t '• J oa 'i :^rij-£L.

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- 21 -

second is ass\imed from the angle of ascertaining whether

certain advanced courses are the continuation of certain

courses which he pursued in high school and either passed

with difficulty or disliked for some particular reason. It

is rather astonishing to notice the increasing number of

prospective applicants v/ho follow the second line of rea-

soning in their choice of a curriculum. The fear of

courses in languages appears to be particularly prevalent

in the psychological make-up of those v^rho are engineering

minded, while those who gravitate toward the business field

are prone to dislike mathematical courses to quite some de-

gree, The writer has observed that in the slightly more

than 200 applicants interviewed since June 1, 1935, there

were 32 instances wherein the applicants either expressed

pleasure to find that languages were not included in the

engineering curricula, or stated that they had planned

previously to attend for that reason. In the case of the

College of Business Administration there v>/ere 28 instances

wherein the prospective student expressed his distaste for

subjects of a mathematical nature and mentioned his choice

of this type of school due to that fact.

In the author’s opinion, which is based upon

both of the above facts as well as past experience, courses

of a nature such as mentioned above act as a deterring fac-

tor to college entrance in about 10 per cent of the total.

The student viewpoint in regard to the inclusion

of languages in engineering curricula is substantiated in

<1 .*

.•.to fvir jjninj ..‘: »> ;>I» Jro #*, L »r,

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lU GjiiaL

- 22-

part by tile findings of tiie investigation as carried on in

this respect by the Society for the Promotion of Engineer-

ing Education, ^The following information is compiled

from 534 replies received from engineering faculty members

representing 115 institutions.

The question asked was "Are modern foreign lan-

guages as now taught of sufficient value as purely cul-

tural subjects to warrant their inclusion in engineering

curricula^" The answers were tabulated as follov/s:

ITumber Per Cent

Yes 122 22.9

Ho 337 63.1

Unclassified 17 3.2

Unstated 58 10.8

It is the conclusion of the author that the

length and content of the curricula do play a part in

collegiate selection sufficiently important to be recog-

nized by college administrators.

The regular four year plan of study is a better

business proposition as contrasted with the five year

plan. If, hoTi/ever, the five year plan is accompanied by

a special educational feature which in itself has real

merit, it may prove to have a greater attraction for pros-

pective students than the four year plan.

In a study carried out among 380 members of the

student body of the institution with which the author is

^Prom Report of Investigation of Engineering Educa-tion, 1923-1929, by the Society for the Promotionof Engineering Education - Bulletin #9, Page 420.

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-23-

Gonnected, it was learned that 45.9 per cent of the stu-

dents attend oecause of the co-operative plan of education.

The fact that the curricula are five years in length makes

very little difference in the case of these students.

That the size of the student body has not been materially

affected by such a plan, even in depression years, is

shown in enrollment statistics which rank the College of

Engineering ei^th in size among such schools in the

United States.

The author has further concluded that languages

in engineering curricula reduce enrollment in the average

engineering school by approximately 10 per cent. Likewise

the inclusion of courses in mathematics in the colleges of

business administration have the same effect.

The matters of policy in connection with curric-

ula changes are those of the administration departments.

Are such courses of sufficient importance to warrant their

inclusion in the curricula, or would it be a better policy

to eliminate them entirely and substitute courses which

v/ould be more germane to the field of study. From the

viewpoint of enrollments it would be expedient to elimi-

nate these. From the viewpoint of educational policy it

would be a debatable question, and one which the author is

not prepared to discuss in this report.

Faculty

Tlie author has spent considerable time and ef-

fort in an endeavor to ascertain the possible effect of

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-24-

faculty qualifications and achievements upon prospective

students. The conclusion arrived at in regard to the in-

fluence of the ages of faculty members is that this factor

is seldom, if ever, considered in collegiate selection.

In the first place faculty ages and pictures are not pub-

lished in the average college catalogue. In the second

place the average high school boy is very likely'’ to con-

sider the average college teacher as being a member of an

older group due to the fact that they are so often por-

trayed as such.

In the cases of the more than 200 applicants in-

terviewed since June 1, 1935, the question in regard to

faculty ages was asked on the part of only one prospective

student. This one applicant asked if the faculty v/as com-

posed of a greater majority of young men just out of col-

lege or of older experienced men. It is doubtful if the

ages of faculty members are even considered in at least 95

per cent of the cases.

The teaching experience of faculty members may

be listed in the same category with that of ages. Teach-

ing experience is rarely considered, and the author can-

not recall a question in regard to this, being asked of

him in his career as an admissions officer. Directly it

can be conservatively stated that teaching experience as

regards the number of years, has no influence upon the

prospective student.

The educational qualifications of the teaching

-P'-:

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-25-

staff likewise play little or no importance in themselves

as influential factors in the securing of students. Q,ues-

tions pertaining to this phase have never "been asked of the

author. The enrolled group of students also know little or

noticing pertaining to this factor, and as a group, appear

to care less.

The teaching ability and personality of the fac-

ulty members, however, constitute the most important fac-

tor in this respect. As stated previously, the teacher is

the key man. To the student he is the university, and his

ability to impress the students through his knowledge and

teaching ability accounts not only for the attitude of the

enrolled students, but for the prospective students who

come in contact either with these men or the alumni.

In the author’s opinion, which has been formed

as a result of his personal observations over a period of

years, the teaching abilities and personalities of the

faculty account for the failure or success of a college.

Degrees and faculty achievements mean nothing if these two

other factors are not present. In a stud:^ made of 380

students who had entered the institution with which the

author is connected, 4.4 per cent stated they entered as a

result of the advice of a friend. In the majority of in-

stances such friends represented satisfied alumni or

friends of alumni.

Buildings and Equipment

The buildings and laboratory equipment of a

M

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-26-

university may be categoried as silent salesmen. This is

true, especially in the case of the buildings. Old or in-

conspicuous buildings have a curious effect upon the high

school student. The author can v/ell remember the case of

the two high school graduates who came to him in August of

last year and confided in him that they had fully intended

to go to other institutions but had decided against them

because their buildings looked too old. In both cases

these men had been graduated from two of the most modern

of hi^i schools in which no expense had been spared in

making the buildings monuments of architectural beauty.

The outward appearance is certainly a deciding

factor in more instances than college administration of-

tentimes realize. The author has counted 32 instances in

which individuals have either referred to the new build-

ing plan for the University with which the autlior is asso-

ciated, or inquired whether the new building would be con-

structed in time for at least their graduation. In every

instance the individual manifested real interest in this

problem and in one case an individual made bold to stats

that the freshman enrollment for the University v/ould in-

crease about 30 per cent upon the completion of the build-

ing program. The author v/ell remembers two prospective

students who drove up from Hartford, Connecticut to inter-

view him in regard to entrance. These men frankly ex-

pressed their disappointment to the author over not find-

ing a special set of college buildings located upon a

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-27-

caiapus

.

It is the v/riter’s opinion that the housing of

any college, and especially one v/hose classrooms are lo-

cated in leased buildings, in new buildings would increase

the freshman enrollment by at least 15 per cent for a pe-

riod of three years at least. After this period it is

probable that this figure would tend to become more or

less fixed at the level reached at the end of the third

year. In addition to this it would raise the pride and

spirit of the regularly enrolled students materially and

thus act in the capacity of a deterrent to upperclass with-

drawals.

The laboratories do aid in the advertising plan,

but not to so great an extent, for they are only seen by a

small percentage of the students vdio seek interviews with

the admissions officer. The writer has estimated that only

5 per cent of the students interviewed by him request to

see the laboratories and the classrooms.

The reason for this strange fact is not that the

college administrator does not wish these prospective stu-

dents to visit the school, but that these boys do not v;ish

to spend the time necessary for a visitation to the labo-

ratories, Tliis condition may be partially accounted for

in the author^ s Institution by the picture books which are

sent to prospective students in which laboratory scenes

and experiments are shown. Por this reason it may be con-

servatively stated that the laboratories with their expen-

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-28-

sive, and in some oases spectacular equipment, have very

little advertising value to the prospective student unless

a student visiting day is inaugurated. Such a plan, how-

ever, is only possible in the cases when the institution is

nationally hnown for its splendid equipment and amazing re-

search discoveries.

The value of a campus as an advertising feature

cannot be overlooked. In the v/riter’s opinion three quar-

ters of the boys who go to college would rather attend a

campus college and live at the university. There are two

factors, however, which militant against this desire. One

is that the cost to attend and live at a campus college is

considerable higher than to commute to an intown univer-

sity, The other is that parents object to their boys

leaving home on the basis that their health and studies

will suffer as a result of the absence of a guiding hand.

Inva,riably the first concern on the part of a mother upon

her boy leaving home is that he will not get the proper

food and therefore impair his health as a result. Mothers

are mentioned in this case for it has been found that in

95 per cent of the cases in w’hich parents are involved,

mothers are the sole ones present. Generally speaking,

fathers are only present when real problem causes are in-

volved.

V/hile it is true that the so-called non- campus

intown institutions do lose students because of their lo-

cation, the loss is not large, a.nd is more than made up

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-29-

by tlie evening courses which are operated by the majority

of these, and v/hich prograuns are not possible for campus

colleges because of their locations.

It may therefore be stated that the non-campus

college is generally larger and better attended. This

does not necessarily say that the campus college may not

be in a better position financially, for many times it is

because of the closer spirit which appears to exist be-

tween the student and tie college than is found in the non-

campus group.

The factor of location appears to be very impor-

tant. In the study carried on among 380 students it was

found that 13.8 per cent selected the author’s Institution

because of its close proximity to their homes. Also 3 per

cent stated that the central location of the school v/as

the prime reason in their selection of the college. This

is partially explained by additional facts secured through

the study which shov/s that 22,4 per cent tahe care of all

their college transportation expenses and 2.8 per cent pay

all of tlieir own college expenses.

The amount of time spent each day traveling to

and from the college is a deciding factor in many instances.

The author is of the opinion that the majority of prospec-

tive students do not v/ish to spend more than tv/o hours a

day in traveling to and from the college. This is es-

pecially true in engineering schools in which classes are

held many times until five o’clock in the evening.

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- 30 -

Therefore, it can be readily seen that the loca-

tion of a college is a very important factor, for it de-

cides to a large extent the number and character of the

student body.

College Expense s

The expenses incident to a college education may

be cited as the chief factor in reduced enrollments. The

raising or lowering of a tuition rate will have much the

same effect upon the enrollment in the average college, as

such a practice would in the case of an average commodity.

College tuition rates, however, are not subject to the

wide fluctuations common to commodities, at least from all

outward appearances.

College administrators set their tuition rates

according to their needs and the custom prevailing among

the other colleges in the same class. They feel that a

reduction in the tuition rate will cause a decrease in

prestige. The general public have come to regard the col-

lege more in the light of a conservative organization.

G,uick changes and progressive methods are looked upon with

suspicion. Therefore, while general tuition reduction in

specific cases would increase the student enrollments ma-

terially, such a practice is restricted by custom and pub-

lic opinion.

It is only natural, therefore, that many admin-

istrators should resort to a tuition and loan plan v;hich

v/ill secure for them as large an income as possible.

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Perliaps the most effective tuition plan in the opinion of

the author, is that which is conducted on a deferred pay-

ment basis. Many educators will scoff at such a practice

on the basis that it will lower prestige as well as cause

additional exi^ense for bookkeeping records.

We as a nation purchase the greater majority of

our more expensive and worthwhile products out of income,

or on a budget basis. YiHay should education, perhaps the

most valuable of all, be listed under a different code in

this respect? Many colleges have adopted plans of de-

ferred pajnnents in regard tc tuition. The greater majority

of such cases are handled on an individual basis v/ith

special arrangements being made in each instance betv/een

the prospective student and the college authorities.

The author has had several very interesting ex-

periences in regard to this situation. There are those who

wish to pay by the week, and those who wish to pay by the

month. He well remembers a mother who went so far as to

suggest that she pay no amount down, and that her son be

permitted to register and continue school for a period of

two months. If at the end of that period he was satisfied

with the type of training offered, she planned to pay five

dollars for the first v/eek and add a dollar to the sum

each week thereafter until the tuition v/as paid. This is

certainly a novel plan, but one which is not condusive to

efficient and effective management.

The only effective manner in which to administer

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-32-

such a plaji is to set a minimum amount for the first pay-

ment, and attempt to have the parents pay as much more as

possiole for both their protection and that of the univer-

sity. Also, a definite time limit should be established

in v/hich to complete the total payment required. In addi-

tion, payment dates should be rigidly enforced, v/ith the

penalty for late payments being elimination from the class-

room until the obligation has been met. Unless a college

plans to adopt a strict policy v/ith regard to the meeting

of payments on a deferred basis it should not attempt such

a practice, for unfortunately there are those who v/ill al-

ways take advantage if they possibly can, and in doing so

spread dissatisfaction among those who alw^ays adhere

strictly to the rules.

The deferred payment plan is here to stay. It

will become more important in the field of higher educa-

tion as the years go on. The author bases this opinion

upon the interest shown in such a plan on the part of

those with v/hom he has come in contact. It has been care-

fully estimated that one out of every five prospective ap-

plicants either ask about the availability of such a plan

or directly express a desire to participate in it.

Oolleges v/hich secure the major portion of their

students from the commuting areas have been in a preferred

position during the depression. The average cost for one

year to attend the average college away from home is ap-

proximately -'^800. On the other hand the average cost for

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'‘• i

-33-

tlie commuting student is approximately $400. As a conse-

quence it lias been found that students are attending their

ovm home colleges ra,ther than wandering far afield. This

works both to the advantage of the college and the student.

There is one exception, ho¥/ever, and tha.t is in the case

of the college vdiich may be situated in a small town far

removed from a populous center. In such a college the sit-

uation regarding expenses generally reaches the acute stage

in the greater majority of cases during the sophomore year.

The author bases this on the results of his interviews

with prospective students who come from distant communi-

ties, In approximately 65 per cent of these cases inter-

viewed, the prospective applica.nt has the funds necessary

for one year only, and in about 5 per cent the funds for

tivo years. The remainder plan or hope to work their way

through, together v/ith the aid of loans.

The item of expense may be cited as one of the

most important factors in the selection of a college. In

a study conducted among 380 undergraduates at the author’s

Institution it ¥/as found that 34.5 per cent of the group

selected this Institution because of the favorable posi-

tion it occupied with other neighboring institutions in

this regard. This item appeared as the second most impor-

tant reason for the selection of the College by this repre-

sentative group. This fact can be understood readily when

it is learned that in 87,7 per cent of these cases the

fathers were earning under $60 a v/eek, in 60 per cent of

-af.tne e »A .OOH ijXsJ'fiiBiV.oiHAj#' el' Snsfci/ls snWtWBioo silt ’'^**x,

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r aiiif to airtJ b^^xpaXan

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-34-

the cases the fathers v/ere earning under $40 a T/eek, and in

14 per cent under $20 a week.

In order that some idea may be given the impor-

tance of the item of expense, it may be expedient e.t this

time to list a fev/ of the facts received from hi^ school

principals in response to a letter sent to them by the ad-

ministration regarding this phase of the problem.

One principal reported a steady decline since

1927 in the number of his pupils entering college. His

figures covering the number entering are quoted as follows:

Year Per Gent

1925

35

1926

35

1927

36

1928

31

1929

28

1930

26

1931

22

1932

21

1933

201954 11

It is very interesting to note the 1934 figure.

The principal gave no specific reason for this precipitous

drop. He did mention, hov/ever, "that a great number who

would consider college as a matter of course have given up

all thought of attending except in the few instances v/here

their standing is so hi^ that they feel that they have

excellent prospects of getting substantial scholarships."

Another letter reads as follov/s: "In answer to

your inquiry regarding the number of our senior class who

desire to go to college and have the preparation to do so

but lack the funds, my careful estimate is about 25 per

Ift »

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-35-

cent of the class."

Another x:)rincii)al reports the following; "It

v^ould seem to be a conservative estimate that at least 25

per cent of promising candidates have to forego their de-

sire to go to college for financial reasons."

One principal reports that 110 out of 284 pupils

in the senior class intend to go to some higher institu-

tion upon graduation, while 127 do not intend to go. His

final statement in this regard was as follov/s: "I found

that of those not expecting to go to higher institutions of

learning next year 107 indicated that it was because of

lack of financial resources."

One very interesting reply read as follows:

"High school boys and girls are not always ready to give us

an insight into the economic conditions of their families,

but Y/e do know that many v/ho started upon college prepara- ‘

tion in their freshman year have in the past four or five

years shifted into coimiieroial courses in the mistaken idea

held by themselves or their parents that such subjects will

enable them more quickly to become self-supporting.

"

The author has previously stated facts which

agree with these two statements in every detail. The

greater majority of those who transfer to the commercial

courses will not be eligible for entrance to degree grant-

ing colleges because of deficiencies in required subjects.

It can readily be seen from the above facts that

increased student enrollments will only come as a result of

-C£-

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-36-

an increase in business activity, or a reduction in college

expenses

.

The expenses for social purposes such as dances

euid fraternity dues play practically no part in collegiate

selection in the case of commuting colleges. The prospec-

tive students are aware of the fact that it is not neces-

sary for them to spend money in this connection unless

they desire to. This situation in this respect, however,

would be quite different in a dormitory college where the

student is practically compelled to spend on a larger

scale in order to provide him v/ith the necessary amusements

to keep him well balanced mentally.

Expens e Reduc tions

It is very interesting to notice the trend of the

student mind with respect to loans and scholarships. A few

years ago, three to be exact, the author’s Institution

planned to establish 100 loans of .^100 each, to be applied

on the second tuition payment due at the beginning of the

second semester. These loans were to be non-interest bear-

ing until after graduation, v/hen they were to have a rate

of 6 per cent charged against them from that period onward.

Payments of |50 on the principal were to be made yearly on

the first day of January. Surely such a loan policy can-

not be designated as one which imposed a particular hard-

ship upon the student in the matter of payment, nor can it

be stated that it is written in favor of the University.

The author fully expected that the quota of 100

, *4

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-37-

loans would soon 1)0001110 exhausted, and looked forward to a

busy week following the general announcement of this policy.

He was dismayed and somewhat disappointed to find that such

was not to be the case. A great many boys came in for in-

terviews shortly after this announcement had been made.

Very few, hovifever, wanted to accept these loans. They did

not wish to borrow money for an education. These men were

of the opinion that a university v/ith a liberal loan policy

would also be one with a liberal scholarship policy. As a

majority they desired scholarships but did not v/ish to in-

cur any obligations which they would be asked to meet after

graduation.

This loan policy has been in effect each year

since, and the general average of acceptance is the same

now as then. Approximately 35 sub-freslimen ask for these

loans each year and 25 are accepted. The tendency on the

part of prospective students to ask for information regard-

ing loans is decreasing. The author does not recall a

single request for information in regard to the loan fund

since January 1, 1936. The reason for this may be that it

has just happened, or that loans are increasingly becoming

less of a factor in influencing students to attend college.

The author prefers to believe that the latter is the case

rather than the former.

The loan policies in regard to the upperclass

years have not been discussed simply because they have

very little bearing upon the problem. It has been found

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-38-

that many of the men who do not desire loans in their

freshman year later applied for them in the upper years.

The total figures in regard to the number of men who have

had loans granted to them in the author’s Institution are

26.2 per cent. The greater majority of these, hov/ever,

are granted in the upperclass groups.

Tuition scholarships constitute an important but

rather expensive means of influencing a certain number of

hi^i school students to attend a given college. The au-

thor is limiting the discussion in this respect to the

type of institution which depends largely upon tuition pay

ments for its income. There appears to be no problem in

the cases where large funds have been established for such

a purpose. The real problem arises in connection with the

smaller college which is forced to meet these expenses out

of tuition payments. The v;riter’s Institution has solved

its problem in this respect by awarding the equivalent of

25 full tuition scholarships each year to entering fresh-

men. Under this plan a certain number of full tuition

scholarships are awarded together with a somewhat larger

number of one half tuition scholarships to add up to the

total of 25 full scholarships.

The practice of awarding these scholarships on

the basis of merit only is one v/hich should be rigidly ad-

hered to. Such a policy will prove to be beneficial to

the college in that it will secure for them the very best

men for the money expended. If a college must spend a

'iloili' ir.aol oiia&L j o/i nszi eii;j lo

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- 39 -

considerable amount of its income each year in scholar-

ships, tiiere is no reason v/hy it should not attempt to se-

cure only the best for its expenditure.

The writer has taken particular care to study

the records of scholarship applicants over a number of

years. It has been noticed that the general level of the

grades have been steadili'" rising year by year. There are

two possible reasons for this upward trend. One is that

many of the high standing men who formerly would not have

considered scholarships because of the stigma of financial

aid attached, nov; have been forced to change their inde-

pendent attitudes and seek all the financial help possi-

ble.

The second theory is that many boys who desire

to further their education after higti school but who knov/

that the family income v/ill not permit it, study assidu-

ously with this fixed goal in mind. Their only opportu-

nity lies in their receiving a scholarship and they are

attempting to realize that goal throu^i high grades and

participation in student activities.

Scholarships are of so many types and are es-

tablished for so many purposes that it would not be prof-

itable to discuss them generally in this report. There

is one feature which they all have in common, and that is

they grant sums of money to individuals for educational

purposes. In this respect they constitute a factor in

the increase in enrollments.

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- 40 -

Tiie various types of scholarships may be listed

under three raain headings, namely, those which are granted

as a result of unrestricted competition, those which are

restricted to a special group or race studying in a par-

ticular field only, and those v/hich are granted by either

a community, church organization, or a special group inter-

ested in young men.

The college will in all probability receive more

immediate advertising value as a result of the individual

matriculating as a result of aid 'given by either of the

two latter mentioned groups. However, it will in all prob-

ability secure a better all-round type of man through the

employment of the first system, Th.rou^i the employment of a

competitive method in the awarding of scholarships the re-

cipient is chosen on the basis of ability alone, for poli-

tics and privilege play no part generally in selection

through this method.

The one great weakness in this method is that in

the majority of instances the college supplies the funds.

This is especially true in the smaller colleges v/hich are

more or less dependent upon tuition income for their sup-

port.

V/hile it is true that a college of this type can

increase its enrollment throu^ the granting of scholar-

ships, it is also true that this proves to be a costly pro-

cedure. From the viewpoint of social va,lue, scholarships

for sub-freshmen are important in that they give young men

r.

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- 41 -

of exceptional promise but lAio are without the financial

means of going to college, an opportunity to improve them-

selves to the benefit of society at large,

From the business or financie.l viewpoint the

av/arding of scholarships is justified on the basis that

they attract many individuals who, failing to receive the

scholarships applied for, are Y^illing to receive, in some

cases, a one half scholarship, and in others partial tui-

tion loans during the freshman year. Such a procedure

does provide a source of income as a result of the in-

creased enrollment v/hich may be attributed to this factor.

The elimination of the schola.rship would lose

this group to the college as well as the many others who

would brand the institution as being unprogressive . In

addition, the college receives an advertising value from

the publicity attending the schole.rship announcements made

by the principals and faculty advisers, as well as the

posted bulletins in the individual schools. Also, if

through this means the college is able to secure a superi-

or group of men v/ho upon graduation distinguish themselves

in industrial or commercial pursuits, they a.re well paid,

for they can claim these men as their own, and can refer

to their achievements either directly or indirectly in

their advertising pamphlets and folders.

Faculty Supervision

Does a system, which imposes a fairly strict

faculty supervision over all student activities, prove to

•IA-

Or!'/

i .*, - 1

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- 42-

be of any value in influencing students in their selection

of a college? There are those v/ho believe that the stu-

dents should not be "coddled", and that they should have a

more or less free rein in the running of their activities.

This school also believes that faculty supervision over

matters pertaining to scholarship should be reduced to the

minimum and that the student should more or less learn to

take care of himself in this respect.

On the otiier hand, there are those who believe

that faculty supervision over the student’s v/ork and play

will prove of benefit to young men v/ho are at the age

where they need all the counsel possible from their older

and more experienced teachers.

The v/riter rather leans to the latter practice

after interviewing v/ith and advising hundreds of students,

both prospective and enrolled. A great majority of these

possessed no knowledge of what they desired to do, v/hat

they were best fitted for, or how to study and pla.y prof-

itably.

The College v/ith v/hich the author is associated,

in recognition of this factor, has established a very ef-

ficient system of faculty advisorships . Each student

activity is operated under the direct supervision of a

faculty member. It is the duty of this faculty member to

direct these activities in such a manner that the students

v/ill derive the ma.ximum of benefit from them. The faculty

member associates v;ith the students in the capacity of a

T"

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1= *!to a:L*~ ni. Jirs'o.'jx ©.1,J .iJiw Jtoosai3 Tsdiiiots

-43-

friend and adviser rather than a faculty member. Under such

a system botli the faculty members and the students benefit.

Tile faculty member is being constantly advised of the stu-

dent vieY/point v/ith regard to problems in general, and the

student receives mature guidance and advice.

The College has also selected certain members to

act in the capacity of advisers to the students in all

matters pertaining to class'work and home study. In this

respect the supervision during the freshman year for the

first year men is much more strict than it is for the up-

perclass groups. V/henever a student receives a failing

grade in a subject for a marking period he is immediately

called in by his adviser for a conference. It is the duty

of this faculty adviser to learn the reason for such a

failure and make such plans and arrangements as are neces-

sary to provide the student with the knowledge of the

course in which he is deficient. If it is found that the

failure is attributed to poor health, family?- troubles, fi-

nancial reasons, or a nervous condition, the case is imme-

diately referred to the Dean of Students v/ho co-operates

with the faculty adviser in his attempt to correct such a

condition or conditions.

To the uninitiated such a ^ilan may appear to be

cumbersome and expensive in its operation. It is true

that it does consume a grealt amount of time and effort, but

it has been found that it pays both from the social and the

financial viewpoints. Many students who would otherwise

. vjtwsu; AM . . , .V .J4'\ 'TE i V 4/» i. 1 X'l'i.

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-44-

fail and leave college disappointed and discouraged, remain

to graduate and later become, in many cases, future leaders

not only in industry, but in their communities as well.

There can be no question about such a system v/ith

regard to the increase in enrollment. Prospective studentsy

as a rule are not particularly interested in faculty super-

vision, for they have arrived at an age Y/here they rebel if

they think their activities may be restricted. Their par-

ents, hoY/ever, and the hi^i school principals and faculty

advisers can readily see the advantages in such a system,

and exert their influence accordingly.

It is natural that these faculty members should

associa.te very closely with the student body. They come to

know their advisees intimately. The students feel free,

therefore, to bring many of their personal problems to the

advisers for their solution. The advantages which accrue

from the social standpoint can be readily seen. The advan-

tages accruing from the business viewpoint includes the

reputation given the college by both the students and the

alumni as a friendly institution which is interested prima-

rily in the welfare of its men. In such cases the college

is not considered in the light of a business institution

v/hich is interested in securing and graduating students for

profit only.

The writer recalls seven specific instances in

September, 1935, in which transfer students mentioned that

they desired to transfer to his College because of the

-

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. vx'ioau

ai csoit^J-anx cx‘ixod(^a n 'Vi*x s^,< t\s*x tod i-iw

;>©ncidn?:_ 'r.-laun'Xv no • ,u, .ai ,*i©di:ifcj'q©a

or£..‘ 'lo 9^L>£tied © jvilcC aid od *i©'ijr.i?oj oJ- boiieaJ?

I

S.' ^• >1

L

-45-

iriendl^'’ attitude and attention shovm toward the student

body on the part of the faculty.

There can be no doubt that such a system of fac-

ulty supervision as mentioned does have an influential ef-

fect upon a fairly large number of prospective students.

It is the author’s opinion that this factor, which is gen-

erally not mentioned by students as being the reason for

their choice, constitutes one of the leading indirect in-

fluences in collegiate selection.

VOGATIOITAL FACTORS

Spare Time Work

The importance of spare time v/ork in the college

program is shown througii the results obtained by the sta-

tistical study which was, made of the 380 representative

students in the author’s Institution in this respect. ^It

was found that in the cases of 151 students, or 41.3 per

cent, the parents contributed less than half of the tui-

tion and school fees. In the cases of 76 students, or 20.8

per cent the parents contributed more than half, and in the

cases of 102 students, or 27.9 per cent the parents con-

tributed all of the college expenses. This means that in

the cases of 62.1 per cent of the student body there must

be some means provided for the students to earn the addi-

tional amount of money required. Spare time work offers a

means for the meeting of the deficiency.

The spare time work jobs secured by the average

^From a study made of 380 representative students inthe author’s Institution by the a.dmini strati on inJanuary, 1935.

'f'i.. C'lLf

•jC I

• ..1

'•'ii-.'’oi iirvo Jr ^ol..^''*'.t;^j^ bn^

. 'i;cr.'l 0:i& "SL^ u no 'tfeocf

*>i'l to ^Jsi't:'', ' n riuus •Tf.iS’ u'cliroo on o<J fli?n

•i:; ixiiin.u; Q.ii: ruj e>v^,rl ijonoijugrj bb aolz ivre-jj^ x&lu.-

. lot-.'&a *:^viior oo-r : J. -: ,i,iir:f '.li iicojj .^ c&X

11

‘

-.‘13 •£i : h h ivr ,TC.r o^h-

‘

'

•iO'l aoe6t?i ^ffii S'-

-ni ' r'^T ii>x* i,

’' '''X'^'C'Z

. fic .1' c •: 1 0 ,'i s> ^ ;. 0 0 Lti t& :.i i& ;ji j;

85IOTC.V.T JAL'OITA:/jV

^^sXXoC' 9iiJ ^'1. er' iw 1o fi of^jF'.J'Tc: f'tC?

-''..tn srfX ”cf L;‘;.iiiiJdc 3 s-ineor n'-Torle .^x

0 »^i;;Ji^„rref; 9 -XQ‘ 0 'x 0h€ u.i* .^.o ©bati afliv ..j;x.:Ar

rex noxix/^^iianl y o.x:r xtx a;tn9i)ijjQ

•i^)q TO ,at 'c^xrtB xex Jo gsep^v o.iJ ai Lm/o^x aaw

-li/.t 3 f5 t ^0 tJ-Sv-i .lex/j eeoX bo^uQ'xr^aoo saJ- ^inac

.’ Tc ,xjrro j;;,t8 ;>V ro p- >^5,^ loOiic/u noxi

M-J" mI fefr . .^ixrf s:£ '0 c*t[ />9 ^iJcfiTj‘af c. oiivt ctnso tbq,t* . .

••.'ii’C ci^as'ixjf e/’c .V 5; t" SCi xo aaajDc

-ii '+ ennetc .• ^r:"'9c.xo o^viloc- tv^ :.U b^&LrOi'ii

j . n ':i>c o +ff9Jbx/j .? ©rU .'^r.do T£>, //"- ’to fseas

-xLL/: e-Xc nrrx^f* nj- e.^M*bnJ-9 c*:u+ *xi>l feshivoic i exec.? sci

•rr£*nr, 'j,^ovr o-at 'r-o j , ,o't \b>'iom Jo Jnuo,\ui Ixinoi^

. -oix r'ioij r^di Jo -^niJocr. edJ tox Biiaeix

i)S)TilCb: ';U 0 ^ ;.i'XO'-V L/ntJ dTXjqa 5uT

*w

li i r. iHiOi.' liy 3 8Vi.-x;*riCX)r f'T O’^C ?C £-. 'T 3 ^ XflOT^L"^ "tV*ai- noi ^ +H hi Xhix>j5 OiVj ooi.h/^xJ-eaT ..

' xcxU^b 9i£;t

Tijjj.ir. i.

i m

-46-

coliege cover a v/ide range of activities. This type of

work is especially adapted to restaurant services of all

kinds, switchboard operation, chauffeuring, elevator oper-

ation, and various selling positions.

A summary of the salaries earned by the students

v/ith respect to this type of v/ork is as folloY;s:

0- 5 per week - 22 or 47.8^

I 6-10 " " - 17 or 36.9^ •

$11-15 '' - 3 or 6.5^

$16-20 " " - 2 or 4.4^

$20-25 •' ” - 2 or 4.4^

It is noted from this table of figures that the

average amount earned is in the vicinity of $5 weekly. The

reason for this low fig-ure is accounted for by the inter-

ference on the part of class schedules. In the average

engineering college the class hours are not only long, but

the subjects difficult, a factor which together with the

exacting home work requirements, accounts for this condi-

tion.

It is important that the college be in a posi-

tion to provide spare time employment for its men. This

factor does not assume so great an importance, however, in

colleges where the co-operative plan is in operation. The

study conducted of the students in this respect showed that

^11.9 per cent selected the writer’s College because they

'“From a study made of 380 students in the author’s In-stitution in January, 1935.

From a study conducted by the College administrationof 380 representative students in January, 1935.

e*V *1

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:c . .nivXvi,'*&n lo jCv'lx;'! lovv. ^ J- .-U u

XXxi IG GCO'T't©P J nx?'f 1 Ow* 1

TOvti',veIf*, aoi X/;‘a'Gv;o Jb*xi30G'r:c^ rws »uL:iIi

. .10 ii XrjO<i. jriii.Loe ajJoxT r/ ,

VJ bOH'^ax. Os XTjDliSX: : Jsi lo .'«

; ij^'.'i.r:.. ? , XtcV Tv. i. Vi,';."'.

" J* Qj J' V'

Tv fs - x.-Jfr T jq^ o • 0' 4

.v-ti 'CO 'rx - !'* C i -n V

TO S If

. TO - If " or- lit

>. TV It

luJG f '.LU X u £

t

'

’ic sId'." x-^ D'iXOrt tX

fir; ‘u t':.^^ 1!I V, i . , : ,7 i:uv,„

-‘so1::x tut \f. 'zu'x iv * .. ovvh c‘ ..fiJ- i-j'i hug^pm

„• .-.' f V.P S:’’^ :.'. •ii.IjrbfjH'i; -5 fctfcislG 10 i'lr.tj iio Gciie'xo^

r

j-'i ,j^if;o.I '^IiiG i’l.-: - *«i<X'5 i-Lt 'jni*iOf;fi2^rio

'• •0 Ij'i-*' u: .M/ to;} Oi^'l /3 j J Ijooi'i'iii) v.."" o«^ i^a ia

“i^aop Tol c G Gjs ,a^ac:i9Tj:wp&T i.To * ortcX iinixo^'xo

.flOlj

-.iociii c ri f:r' ix^o p x' if’iXi'ij J‘n?xxT<x^":.i ei XI

Ki.iT .rrrtc TX ‘ ic ,• T-;t'.i. 'v.o -r ij v*XiJ.i,v; oi-ivoT;. 0^

if

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F

;. 'r s t 'J JOil^OOvX 'x^jJ ue i

f . r. X. L ri i -.' Iq i i)- -. c . r-TO.'iM' i30'^::.-jiloi,

i'J bovo.it; XoPGi'fT mltif .* t-X .fi > J ct. e/''.' io Jbc X r.wbaoj cSr-v: q

'X r ^L»eood '‘^isilor. ’.i i*'j ’ c..w i;Cw ; . J

r '-'TCiiXOjD fj^t- i.l

f .i

::c. Bjj.-.z. '.,..,jjJ;.^ j» r.o-.

,'

j'-• ‘‘t iXo

Vtl; ! ^-.tnxfejp tV'“.A.l <) 0»U \ *'1 ! <.• iXOTi,

.. . C X , ^lauixs.

Z

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. xf X c v i X.- iv: ^ “tc o *: 0 bo . 'i o>

-47-

were certain they could secure the financial raesins through

jjart time earnings to pay their own way, which was abso-

lutely necessary in all of these cases.

The author estimates that approximately 70 per

cent of all prospective applicants interviewed by him dur-

ing the past three years inquired about the possibility of

earning money through sxjare time employment. The success

of the spare time v/ork program accounts for many enroll-

ments and is one that no college can overlook.

The full time work received during the summer

vacation periods provides the financial means which are not

only responsible for many boys going to college, but stay-

ing in college as v/ell. In the study conducted of the stu-

dent body in this respect it was found that 9,2 per cent of

the 380 men found their summer earnings sufficient to fi-

nance them through the following college year.

A si.umnary of their summer earnings are as follows

0- 5 per week - 6 or 15

6-10 It It _ 6 or 15

$11-15 It It _ 12 or 30 %

;ipl6-20 It tt _ 10 or 25 of/o

^>21-25 It It _ 5 or 12 cf,0

•^41-50 It It 1 or 2. 5%

Perhaps as many summer positions are secured by

the students themselves in the average college as are se-

cured through the college employment office. This is

^From a study made of the 330 representative studentsby the admini stration in January, 1935.

Xpion^rri',. fvrv’ 7Lric’ \^riS n. . 7 c:. ft'iev:

-Q'iOii 5 .rv; .ic-i. fr ,\;i3 V/ ri./f *r.U ^^: xj:: c'^

. iw'jji'C' fir'iiiJ -'

^ 'i^T." c- «& C-Oi

.

1 ; , rv vlt .rJ t.r -^.0 £»uT

;- iiii.. bSU^C- tV^C^ .‘ 41.1 4* irmos xo

..» ovi / L 01 -. J-. 'tc. 'noo

V .: i.ici iaiJOq Oxij- .*-iiCO?. bGai jujjjr:] .. 1-* ts w*

v.roir^ Oil ^ Iw ifio ^ixrqp: ^ni:rTiA£

-j.Ic.'i.'e C'l'J:’!- 'IC‘1 ; ' Hi-'I jCTu iiow pmij ^^‘ZL-,L i:'J xO

, 0 w S ^ i4 «J JCX^v !J>-4C>

•- 4

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•4.4. j,>r CijricG.

':;'m;u;Q ,<i*iL.v ecuJ ilifl c:.T

.taff t 'ii i.iv/ r*r.i.L-L: J-. LVi'r’iil ticJ scI iv'G'u^ nui4.fioi?Y

Jijc;' .r; * J.I 0 C oi 3i.r jLw^ &I 0 XsitOv^rtt?’’ Vi<rfc

•>Cv?-c OjiJ- ’'to be : :,;ir’.'»c c ’O'ijji ci J ru , xi .• ni ^ai

b. T^.q .C t."!r..t bnacl: 0,0 . tof .ae*! •i.-.i r?j j;:-)

-i: o& j’H3lv i ni ns le’^jrsj:- 1 1si»^ ncji C6f.

C; ., . ^IXXr’'' li C"' -STry* Ji^^L'C'U j tlOuS LOiU'n

«>'L ^'. i. ..a;: ei- 'rvfia'Lj! ilaiij 'io v-rfj'.ir..,- j j

•/'' 4.

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V. I 70 d

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'"ri f'v' ••.''' C'C.n X’

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r ’•

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-43-

mostly due to the fact that the possibilities in the vicin-

ity of the intown institutions are reduced during the sum-

mer months and the vacation positions are generally lo-

cated at distant points which are far removed from the col-

lege influence.

The number of prospective students who inquire

regarding sunmier vacation positions has been found to be

about one third the number of those who are interested in

part time positions. During the past three months (Novem-

ber, December, January, 1935-36) the v/riter has had no in-

quiries regarding summer positions from among those who

inquired regarding spare time employment. This may have

been due to the cold weather, the fact that summer is

about six months removed, or just may have been a coinci-

dence.

Co- operative Work Plan

The co-operative work plan has been the leading

factor in the selection of the writer’s College on the

part of the enrolled students. ^In the study carried on

among the 380 students it v/as found that 166 or 45.9 per

cent of them selected this college over all others be-

cause of this feature. This selection was made despite

the fact that an attendance of five years is required for

the degree.

This plan of education has many advantages v/hich

are to be listed later on in this report. It should be

•^Nrom a study carried on by the College administra-tion in January, 1935.

.1 o t oJj ^ :^iU oJ- ui) Ja

0

: :'.. ^ -r :j.'‘ .ti'. t ;j;jL''i i.v's.-. artol >.t -n.,’: orij io i

~ .i- oii-J i:^ i-:;cq 'nc xJ-^c^r' v Oiit J

' ^ X>VVC,. ;•"- \ i,'/u if:.j..i-; Jitrluii) ik. bO^HV

or. 'J rei//j v -U oor-.o-xv '.'^:.'C . air .

VJ :4 . j;su'.; X HCr.; ^ .: ; :. C-.

flC j •.v.^.v^V

r, .j-jJ-ofJTT-j ;a c‘^ s io^f -0 -i;som/n -»dj hii.. -.7 e:ro iJjcdi,

7;t.v.) 9iUiK;' til.-:;. J s ^ 7 . i-r;,- . .c>.„ :o. t-mitf j- ?

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f.'- .' :;?:• . vn ‘-'r. r . v - vcnoi xia .*:;od.»-

"^5./ 7 v.-cn

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trU'1 :. ;ii. f,*.- J XaS'Ic '' -o bill

i'.o '£.&. /or ’•-'.t iiv/ o£xJ ot *.vo itr ni lod’c-i:!

' arit n.T'^ . oLw. ptif To 4"zau^

' “' ' ' ^C' J i '{-'•. *1L' f .' :t ; v'/T!’ hli'J ('•’

j j£ij4

,

iiit’Aijw ,1 •.

' „ ‘.^,o..u.oo 3 j;fj ),.vjOf^rti cisaJ” jc Jnpo

0 i'O'' '7/rj. ciyo^ii'c si '', 'xxj j/»£«"r exxii xu oei//-.

t

1. 4 .^r '*ii?--£.-i vl "’TxU :o 7 : /-nr.oJu Xfu sx.j

iM)

j i.i?, V" j f3 #i:'

C o-J -TSi.:. he Xj r ^i..

!. u ^.ri/G'1.5 X . tj v •. ^ ;/ -'X .lO L&JtX-L ,&d OJ v*}.:r^'.

- a*: .’.: i:. ii,;. 1. 1 : -jiaj

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- 49 -

statecL at tiie beginning, however, that its chief attraction

to the hi^ school student in the majority of cases is in

its money earning possibilities. The college authorities,

hov/ever, look upon it chiefly from the viev/point of the

practical experience it affords, its possibilities from the

vocational guidance aspect, and its ability to better pre-

pare men to enter industry and corainerce.

The Department of Co-operative Work is organized

on a curriculum basis, with a co-ordinator being a.ssigned

to each curriculum. It is his duty to contact the con-

cerns Vvhich are engaged in tlie business or branch of engi-

neering for which his men are studying. He also places

the students who are under his direction, in the positions

which he secures- for them and carefully investigates their

progress, v\^ith the employer, from, time to time.

Under such a plan the students are not just sim-

ply placed upon jobs and promptly forgotten. It is just

as important that the college receive information relative

to their progress on the job as it is for the parents to

receive periodic grade reports regarding the scholastic

progress of these men in the classroom..

The students are placed according to their abil-

ity to perform on the job in question. Hach job calls for

a particular type of man, and it is the duty of the co-

ordinator to so know his men that he may place them in the

positions for which they are best fitted.

The number of students placed depend upon the

tejUlo fji.i ,*i«T»^oii .^n^naisod orUf b9^«j^s

«x si 6d«i;c ^0 vdiictJBflt efliT'ixi ^i*QbiS^a ix^iiSQ^si^td oi

5>s^XXoo oiCT .tici^-Xiidi^^oq' ^&noin ecTi'j

e:t^ lo ^itio^veiv Sitt raoii xAe triv iJ-1 cro^i/ jfooi '‘^ifirswoxi

dfCi ato-ii !*&i^iX idxeaoq. stt' ,ab*3;olXB di ocneii^qx^ Xxijpi^^ciflTq

,

-exq oi x^iXids t^d'i iif?^ ,io5q&c> saa^iij^ Xxjaox^aoov

...,\ . . X’ne ^TisiiJtufcri lei.iio q>x, nafjo $XBq""

mi^

ai 3itoy avi;tfii»qo-i/0 lo ^nar4^»qoG «ifT

i>^xisicaia^. j^ixlbd a iXiiif «8iar.<f lai/Xiiaii^ixo a- rM*.

.-floo d-aaJ-iiao.' pi Y^x/ii.,8iJi si ^X .fluiXi/oltr'Euo xipjoa q’d^'

(>t * ,

"^c ricxtiiid tc' ss^jBCxiJiid c-'.fet at «%e doldsr dxrieo

pftcjBXq oils ©U '*fc’Ta nefii Miil xJodxIw io^

*‘

%t

'-Troiiie&q .uPii‘P9ilb aix£ i^ijra/ oxe orii?<

iraiU •B^daS'ii’asvni ''cIluXsix^p line eiedii xoX e»x//oda ejX-iidxiiiir*.

^aciii- oi-. tnshi .Tex^iqKie 5*i^ xt^iw ,aain:;|oxq

-4iia ieiit sx/j axJnsbnjH edi: xialq xePntJ

iotji, ipi ^1 .Hftiioaxo^ XXiqcxoxq boo adoj, noqx/ i>st>eXq

%7iiiis'x eoideteiolai ©vtpooi assIXoc en^ ieiii "iae^xoqai aa

oi e«lns'£eq siiS at ii e^/dot, • ao oap^^oxq xleiicr.

oi^aeXodoa ^eiXi afilhx.^&x aiioqax 3ijax3 oijboix&q a^isopi

./iOPiaaelp.adJ ni osuu psexii lo aeax^dxq* D-ilde xiedi o4t. ^dllwoofiq i;ppx*Xq e»xe a^aabi/da eiUP

^

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fji

to'^ atileo-doC .cjpijpsxxp ni,dp{, *dd iro molxoq o3* ^

-pp s-'Ii lo ifitf ol j&£u> ,fi^ to TjsXwciixe^ e k

<!Ui4,t,,T< fi«rCi QOi^Xq xJWii prl npiS sid wonafc oa ,oi uoiauiXiT;©' / i ^

..jbatiit d$i>d Xfidi- ‘'^oid«v.tot Bfroliieoq'

-fi'• .

aji.t ftcqw fc«aq«Jb tsrjeXq Xo ladxsura eifl $

-50-

business conditions existing at the time. The percentage

placed in normal years seldom falls belov/ 93 per cent and

frequently ranges as hi^ as 98 per cent. During the de-

pression years the percentage placed is in direct propor-

tion to employment conditions in industry. At the present

time the number of students placed for all curricula aver-

age 70 per cent of the students enrolled on the co-oper-

ative plan. This, of course, represents a fairly hi^

figure, and gives some idea of the value vdiich is attached

to these men, and this system of training, upon the part

of employers in industry.

In a previous paragraph the statement v/as made

that the money earned under such a plan constituted its

chief attraction to the student. This appears to be true

althougjTi the salaries do not correspond to the genera.l in-

dustrial level.

The salaries are paid to the students by the em-

ployers on the basis of ability and experience. It is

only natural that the fourth and fifth year men should re-

ceive higher pay, and be given more responsible positions

than the students in the second and third years. In the

study conducted by the committee, of the 330 students, it

was found that 77 were on co-operative work. The salaries

of this group were divided as follov/s:

•'^1*

I?

fi

#*1

f a :

-ce-

G-i^ ,J 3 2 j '-V fiiio.r.! ''..1 ;iv>.- i. ' r:

t‘'oXc(i cJLi ? 1 i.ioi'j'''T J7.t:."i!.jii r i :i';

.or.isii itv*, f .\' ;« a« 1 \j.j

- CC'^ 'T., »'r-c 'rio I'i ai b£ 0/;Iv v r: 0 C'Xe <4 j r:

:

. . .fr ?-..ys ^ , Y”- ^ ^ ^i^4i j. II i. i rrc i IJbno c . laai^jc XV ci;.' < x no if

-73V ;.' ^ L'r I’liiJo llr 7'Vl Iq . :t 73Zji.fi a "io- T^diiw.; suriJ'

-7 &q0-03 **••:? Xto L£'S.[ol.O 10 j -iO 0 7 Us*. 0 ? 9S »5

/tjjxri \j.'z

I

f /.. j nir . •7 ^CFrisj- ; :o ,r iii'.' i^vifa

tif/IoxifSn ai lijj nt litM EvVi^ _ j'^,

31* J ilOiiJi . , 0 'TsJ'^ve PX;TJ'‘ ^flu? ,il3CJ S^Oiif oi

.'C7 iriLb.ii nJ: lo

a/jv* i xiiiiir .i,3 .T t’. r .j f V r.Tyr.^.-'q oj '.fx'fO'i«^ £ ril

'.ii boi Li x:r«itoi r rlo^?.- ’xt,imu htn'ise \v :o7i eiU ^dauf

r Jif eo oi 7 xx:o.:.v^.. -nojfcfjjJ-i> e.L* oi /icii islifo

-.-i - 77 Cri.‘.\ 3 i'.J c;) -K.wvLL'ilLO ]' OVif

- — .IcT&I LeiaJ-ajJi;

- "O ri{^ Y<f 5 o .'3 j:>#. '3 03 , i'?q stu aei i-*i_i;3 r*iT

'i ft ""MO

l

7 t bfi£: YiJi ur I0 aiaxjw rro ;7o^olc

- •I tIi:o>.iV 1 X9,7 Vlii Vr./; j d.i ;i/x.V .. r.'XLjjBn xXno

.-.7 t 11 ^, Joq - Icfi Jif^Ov c 6*7 ' 70 fil sc! bflJS 'iCiijiXrf iS’ViS'l;

v-a.-. .. . . . 7 F--y, r'iiui orxoof-s .J 'ti oiSf nr. '.

V

iiit'OJ'r ; C-'X^. 9 i\3 iL . e*6 + / u.. :o t;0t \'ii bcic-iibnoo yb^jJa

r.Dx X I s >i« OV.. ii 7i; -L no t VT iittocl

1. 0

1

- ,'4 i- V ib s 7e« qJL/o*x« GijV''‘!to

Ml

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-51-

0- 5 per week - 1 or 1,2%

.-iP6-10 ” ” - 11 or 14.3^

#11-15 " ” - 37 or 48.1,^

116-20 " ” - 24 or 31.2,'^

c^21-25 ” ” - 1 or 1.3,^

|26-30 " " - 3 or 3.9,^

These figures present some idea of the income de-

rived by the student body as a result of employment under

such a plan.

The advantages to the student are fairly appar-

ent. The citation and explanation of these would be a

lengthy process and one which is not necessary at this

time. Hov/ever, a few of the chief advantages should be

mentioned. Perhaps the greatest value to be derived from

attending college under such a plan is the practical ex-

perience gained by the student out in industry. He is of-

ten in a position to notice the adaptation of the theory

learned in the classroom to the practical problems of in-

dustry. As a result of this he generallj^’ becomes a better

student for he can see a practical use for his classroom

work.

In addition to this the student is offered an op-

portunity to develop his ipersonali ty . He vrorks as an em-

ployee and as such learns to be tactful and diplomatic. He

gains some idea of personnel problems from his association

with the v/orkers. Such associations prove very valuable in

^Prom a study conducted of 380 representative studentsby the School administration in January, 1935.

<

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-52-

later years when he is in turn directing men.

Another factor of importance is that approximate-

ly 33 1/3 per cent of the entire senior personnel on co-

operative work are each year retained in permanent posi-

tions "by the concerns for v/hich they Y;orked on the co-

operative plan. This is a factor which must not be over-

looked as it is one of the very important advantages of

such a plan of education.

The last factor to be mentioned, and the one

which the greater majority of the sub freshmen consider

the most important, is the income received from employment

in industry. Some idea of the salaries earned is contained

in the figures listed in the table just preceding. Tf it

Y/ere not for this plan many of the students nov/ attending

college vvould be unable to carry on their programs.

It is evident, of course, that such a plan proves

to be of direct benefit to the college in question. If it

were not for this plan a large percentage of the student

body Y/ould not be in the position financially to attend.

The enrollment, therefore, is increased as a result, and it

is noted that this plan constitutes the most important fac-

tor in the influencing of students to attend the author’s

College. As previously stated, the study carried on among

380 representative students shoY/ed that 45.9 per cent en-

rolled in this College for this reason, instead of going to

some other institution. In addition to this, the college

is generally in a better position in regard to the placement

.*4 &Lm Bl

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- 53-

01 graduates, for tiiese men wiio have practical working ex-

perience are oftentimes selected by employers who regard

them in the light of selected employment risks. It can be

readily seen, therefore, that the college benefits from

such a pla,n along v/ith the individual student, and the em-

ployer as well.

The extent to which the employer benefits from

such a plan is determined in a great measure to the type

of position he assigns to the students who have been

placed with him. Many employers assign these students to

research departments or projects, while others assign

qualified men to routine positions, on the assumption that

it is better for the boy to begin in a lower position and

learn all the phases of the business. There are about as

many ideas in this respect as there are men.'

3ach employer

has his own method in regard to the training of college men

in general, and special individuals in particular.

The employer who participates in such a plan is

at an advantage in that he secures a hi^i type of college

trained men for service in his plant or office. He se-

cures the benefits which accrue from the services of tech-

nically trained men, and if he so desires he may and does

in one third of the cases, educate these students to his

ovm ways and methods to later become permanent employees in

his own organization.

There can be no doubt but that the co-operative

plan proves to be of direct benefit to the student, the

r »

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-54-

Gollege, and the employer in industry. Such a plan of edu-

cation proves to be a very potent factor in the attraction

of students to the college in which it is operative. ^This

plan Y'las one of the chief factors in the building up of the

College of 3ngineering with which the author is associated

from a small school to the eighth largest College of Engi-

neering in the United States in the short period of ap-

proximately 25 years. This fact probably more than any

other proves the importance of this factor as an influence

in the selection of a college on the pa,rt of a hi^ school

student.

Government 7/ork Plan

The Federal Government has aided the colleges

greatly during the past two years. The establishment of

the National Youth Administration program under which fi-

nancial aid is granted to needy students up to 12 per cent

of a college enrollment can be cited as the chief reason

for the general increase in college enrollments during the

past year. It is not necessary to go into a technical

discussion of the fairly intricate set-up of this plan.

Tne chief fact is that it grants a payment of .'^15 per

month to 12 per cent of the enrollment in a given college

v;ho are in need of such financial assistance, and who

would not be in a position to attend college without such

aid. Tnis means for all practical purposes that this

plan accounts for approximately 12 per cent of the total

^FigTAre taken from, the Report of the Committee onSpecial Projects, Bulletin of the American Asso-ciation of Collegiate Registrars, December 1934.

iv:

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- 55 -

student enrollment and as such constitutes a factor in col-

legiate selection.

As all colleges are eligible to participate in

tb-is program it cannot be stated that it is a factor which

may oa^use a student to select one college over another.

The fact that the number to be aided is prescribed by def-

inite ruling means that all colleges are equal in this re-

spect. The only advantage v/hich could arise v/ould be that

v^hich would be due to the ability of the sum allotted to

buy more in one college than in another due to hi^ier

charges for tuition and books, and general living expenses

in the cases of those who live at the college.

It has been found that the attitudes on the part

of the parents, prospective students, and enrolled stu-

dents have been very gratifying to the administrators in

the author’s College. There have been cases in which co-

operation has not been given, ajid there have been cases

where the recipients did not feel that they should give

their fair share of work in return for the remuneration re-

ceived. Such ca,ses as these v/hich are bound to arise every

so often are easily taken care of by the a.dministrator in

charge

.

Tlie chief problem in the operation of this plan

is one of administration. The administrative duties of the

position are both detailed and numerous, and it requires

the full time services of a faculty member who is adept at

organizing and directing projects and individuals in fairly

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- 56 -

large numbers.

There are many v/ho believe that Federal Aid will

be granted to needy college students for some time to come.

The author, however, is of the opinion that this Aid v/ill

be discontinued before another year has passed. If this

proves to be the case the colleges v/ill be faced with a

serious problem unless, in the interim, business activity

increases sufficiently to enable more students to attend

college unhampered by the necessity of earning their v/ay

throu^i by this means.

SOCIAL FACTORS

Ati^letics

Does the athletic program as carried on in the

greater majority of the smaller colleges have any influ-

ence upon collegiate selection on the part of the average

hi^i school student? Tliis is a much debated question v\rith

educators and athletic directors oftentimes arrayed

against one another and the general public v/ondering why

such a cantroversy should exist.

Types According to Influence

The most important athletic' activit3/ is footba.ll.

Football has become the great Ainerican college game. Tlie

nujflber of men participating in this sport, as well as the

number vitally interested in it, is far greater than that

in any other,V

Basketball ranks second to football in popular-

ity at the present time, and if it continues to grow in

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- 57-

tlie future as it has in the past tv»o years it will soon as

sume the title of the most important sport in many of the

smaller colleges. There is a plan at the present time

which proposes to remove basketball from the small college

gymnasiums in v/hich the attendance is limited by lack of

space, to the large arenas. This experiment is now being

submitted to the test in Hew York City. if it is success-

ful, basketball v/ill soon become as important a sport as

football both from the attendance and financial viewpoints

Baseball, track, and hockey follov; in the order

named. These are small attendance sports and are gener-

ally operated by the college at a financial loss. They

are, hov/ever, worthwhile from both the social and the busi

ness viewpoints, and their elimination would, in all prob-

ability, harm the smaller college mors than it could aid

them throu^ any savings effected in this respect.

Justification for Athletics

Gollegs athletics are justified, in the author’s

opinion, because of the good which they accomplish vmth

respect to the students, the colleges, and the public at

large.

The student who participates in a sport receives

benefit from a number of factors. In the first place he

receives a benefit throu^ his associations with the mem-

bers of the competing team. The author in his capacity as

coach of a minor sport team, strongly urges his men to as-

sociate with the members of the competing team as much as

-ea 0003

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- 58 -

jjossible for it is through this means that men are broad-

ened and become v/ell poised.

In the second place the individual receives a

stimulus in the way of physical development and general

good health. Ee is taught how to eat and live properly so

that he may be in a position to demand the maximum of

power and efficiency from his body and brain when the oc-

casion demands.

Third, he learns the values of co-operation and

team play. It is really not necessary to enlarge upon

these factors which are so often expressed by the advocates

of physical training, and which prove to be so valuable in

the industrial and social life of the individual.

There is another value which athletics possess

for a certain number of the participants. This is the mon-

etary value which is placed upon their services by the col-

leges for which they participate. It is widely known that

such a situation does exist in many colleges. There are

those who receive large scholarship awards for their ser-

vices, wrhile others are merely granted small loans, with

otners being awarded preferred positions either in the col-

lege or with alumni members who plan to aid the college

through this method at their command.

There is one other factor which should be in-

cluded in a discussion of the value of athletics to college

students. The athletic teams of our colleges constitute

the training schools for the future coaches, athletic

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- 59 -

directors, and physical training instructors who are

needed in the future to carry on the most important phase

of college and community life. Many of the participants,

therefore, in reality, are in training for their future

work.

There can be no doubt of the value of athletics

to the college from both the viewpoints of advertising and

income. The activities of the athletic teams provide the

newspaper reporters with voluminous material for use in

publications. The daily sports write-ups are read by

thousands of prospective students and parents of prospec-

tive students. Many of these individuals judge the impor-

tance and progressiveness of a college by the size and

frequency of the sports items v/hich are published. The ap-

pearance of the college name in the paper serves in the

same respect as an advertisement in a paper or magazine.

The purpose of advertising is to keep the name of the prod-

uct or company constantly before the public. They must not

be allowed to forget it for an instant, for v/hen they do, a

competitor comes in and secures tiie business. The adver-

tising value of these sports articles cannot be computed

for there are too many factors involved. It is sufficient

to say, hov;ever, that the college does realize a real value

from the newspaper articles pertaining to the activities

of its athletic teams. This value is so important that it

would pay a college to subsidize its teams for this factor

alone, in the event that all other factors v/ere suddenly

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- 60-

eiiminated.

There is a,nother value v/iiich accrues to the col-

lege as a result of the athletic program. This is con-

cerned witii the unifying effect v/hich athletics, and es-

pecially football, have upon the student body as a whole.

It provides the students with a common interest, and as

such aids in bringing the students of the various depart-

ments of a college closer together, a factor which is par-

ticularly important, especially in the largeruniversities

where the departments are likely to be highl3/ decentral-

ized and the buildings scattered over a v^ide area. As a

result of this the students appear to be more satisfied,

and advertise their institution to their friends and ac-

quaintances throu^'i their enthusiasm and lo^^alty to the

university teams.

The broadcasting of football games over the ra-

dio provides an advertising medium v/hich is equall^r impor-

tant to that of the newspaper. The situation in this re-

spect, however, is that the smaller colleges are generally

not included in this select group due to the lack of pub-

lic interest in the games among smaller and less v/idely

known teams.

One of the most important questions in regard to

college sports, and especially football, is what effect do

they have upon the enrollment of a college?

It appears to be the consensus of oxjinion that

college enrollment is not increased directli?" as a result

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-61-

of the success enjoyed by the football or any other teams.

The Oarnegie Foundation Report on Araerican college athlet-

ics, issued in 1929 states the following in regard to this

phase of the study:

^"As a matter of fact, the athletic reputation

of a college or university, and especially its success at

football, have little if anything to do v/ith college reg-

istration.” The report goes on further to state "Rven a

succession of three or four victorious football teams ap-

pears not to be sufficient, of itself, to affect regis-

tration appreciably

.

In a discussion pertaining to college football

and college endovrment A. 0. Marts states that the rank and

file of pirospective freshmen appear to be only mildly in-

terested in the standing of the football teams.

Furthermore, in the study conducted of the 380

students in the author’s Institution it was found that in

no ca.se was the selection of the College directly.'" based

upon the athletic prowess of its teams, which over a period

of years .have been more than successful in all the branches

of sport.

These facts are further substantiated by a study

made by George W. Correll of Denver University, who secured

the football records and student enrollment for the past

20 years of the Western Conference a.nd 8 Ohio colleges. To

^From Carnegie Foundation Report on Ajuerican CollegeAthletics Bulletin #23, 1929 - Page 293, paragraoh 2.

From School and Society, July 7, 1934 - Page 15. Dis-cussion on College Football and College Endowment,oy A. C. Marts.

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quote from the article:

^"In the Ohio colleges 45 instances shov/ed an in-

creased enrollment following a big football yea,r; 48 shov^ed

a decrease, and 22 v/ere indecisive. In the "Big Ten" 47

were favorable, 38 unfavorable, and 34 indecisive." The

author’s following remark was "The average high school

graduate seems to choose his college for reasons other than

football success."

All the evidence apparently points to the fact

that success in athletics does not necessarily mean in-

creased enrollments. There are a few who are athletically

minded who may select a college just for the honor of play-

ing on a team. Tliis group is small, however, and the in-

crease in enrollments from this source is not a factor of

much importance.

The author’s College instituted varsity football

in 1933 after the student body had consistently petitioned

for it over a period of years. The announcement that foot-

ball was to be included in the University’s sport f)rogram

was made in the spring prior to the opening of the season.

During the summer following this announcement , the author

counted 54 references to this fact on the part of prospec-

tive students who v/ere interviewed by him. In practically

every case the prospective student spoke as if he con-

sidered this a movement in the right direction. In other

^krom a newspaper article by Albert 3. ¥iggam in thecolumn "Let’s 3xplore Your Mind". Published in1934 (exa.ct date unknov/n by writer. Article inv/riter’s possession, hov/ever)

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- 63-

words tliese men were of the opinion that the TJniversity was

taking a progressive step forward.

Last year the Football Team won all but one of

its games. Tiie author does not recall more than three

prospective students who mentioned this fact. During this

same year the Track Teai:a won the Eastern Gollegiate Track

Title. There has been no mention made of this fact by a.ny

student interviewed since that time to the present.

This last Fall the Football Team finished its

season in the undefeated class, and was listed in the

papers as the leading small college team in this section.

Tne fact remains, however, that not one prospective stu-

dent among the many interviewed since the close of the

football season, has referred to this fact or commented up-

on it after being appraised of it by the v/riter. Their in-

terests in eligibility and the methods of financing a col-

lege education appear to overshadow many of these other

factors

.

College athletics, therefore, do not directlj'- in-

crease enrollments. Indirectly they do, however, throu^

the advertising v^hich constantly keeps the college name be-

fore the public, and which throu^i the constant mention of

the various activities gives the public the opinion that

the institution is both important and progressive.

Tiiere has been a great deal of publicity given,

during the past four years, to the large incomes received

by certain colleges from football. The author doubts if

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- 64 -

there are any small college teams in ITew England which

earned much more than enou^. to pay the team expenses and

the coach’s salary during the past football season. The

expenses of equipping and operating a team are so hi^.

that very little profit is made as a result of the sea-

son’s operation. The colleges v/hich engaged in extensive

building programs and expanded their athletic facilities •

on a large scale prior to the event of the depression are

now confronted v/ith the problem of heavy fixed charges on

a project which is not paying its way. Eurtherinore, the

possibilities of professional football are such that it

may in the near future prove more attractive than the col-

lege game. If such an event takes place, the colleges

which are dependent Uj?on football receipts for the opera-

tion of their other sport programs, will be faced with a

problem which will be difficult to solve without a loss in

general prestige, and much sacrifice on the part of their

faculty members.

Fraternal

The college fraternity is rapidly becoming less

important in the minds of prospective students as the

years go on. The writer has watched this change take place

with a great deal of interest, for he is not only inter-

ested in the fraternity as an influential factor in colle-

giate selection, but as a former fraternity member as v/ell.

It is a well known fact that fraternity member-

ship, in general, has been decreasing during the past four

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-65-

years. i’raternity interest is v/aning araong the student

groups chiefly 'because of the financial factor. In addi-

tion to this students are becoming more serious minded, and

are pla.cing more emphasis upon classroom v:ork than as was

formerly the case. It is to be expected that such a con-

dition would arise, for depressions in general trend to

make individuals more conservative in thought and action.

The sobering effect of the depression has changed

the general fraternity aim from that of a social to that of

a scholastic body. The fraternities have been encouraged,

in the author’s College, in such an object througjh the

awarding each year of a shield to the fraternity/ which has

had the highest scholastic average during that period.

This has provided the fraternities with an incentive and

has been a leading factor in the banding of the men to-

gether in a common interest for a common xDurpose. In this

respect a very prominent fraternity member recently con-

fided to the author that his fraternity cancelled two

house dances during the past t\70 months in order that the

members could devote the extra time to study in an effort

to raise the fraternity scholastic average in preparation

for the competition for this award.

In the study conducted among the 380 students by

the administration it was found that not one of these men

selected the College because of the a.ctivity/ programs Y/hich

v/ere available. This is all the more indica.tive of the

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- 66-

school mind when it is learned that the program of ac-

tivities at the author’s College is as complete as that of-

fered in any small college, for there are approximately 88

organizations of various types existing in the College at

the present time. Another interesting fact learned was

that 27 of the 380 students studied were fraternity mem-

bers. The distribution according to classes v/as as fol-

lows :

^Seniors 13

Juniors 10

Middlers 2

Sophomores 2

Freshmen 0

It may be concluded that fraternities do not ex-

ert an important influence in the selection of a college by

those who plan to attend an intown institution and commute.

The writer recalls no more than 8 cases since June, 1935 in

which interviews were made, in which tlie prospective stu-

dent mentioned or asked for information pertaining to the

fraternities. Yfhile fraternities cannot be included in the

list of those factors which exert a direct influence upon

the prospective students, it should be mentioned that they%

do have a certain attraction and do aid indirectly in the

selective process to some extent.

The hi^ school clubs may be considered much more

important than the fraternities as a factor in influencing

^Figures received from a study made of 380 members ofthe student body by the administration in January1935.

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- 67 -

students. Tile iiigii school club brings together a group of

men ¥vho are possessed not only of a common interest in re-

gard to the college attended, but a coiTununity pride and

spirit as ¥/ell. Their meetings are generally held in the

local high school, or in one of the member^ s homes. It

has been the custom for tlie various higlri school clubs, in

the author’s College, to invite hi^ school students to

these meetings. Tne intention in this respect is not to

"iii^i pressure” the visitors but to have them spend a so-

cial evening together with these University men who are

their friends and neighbors. Entertaining talks are usu-

ally presented by either teachers of the local hi^i school,

local business men, or members of the college faculty. The

number of visitors invited seldom exceeds 10, for it has

been found that informality decreases as the attendance is

increased.

It is a knov/n fact that a large number of high

school students matriculate at a college because of a

friend or friends of theirs are planning to attend. There

are no available statistics regarding this factor simply

because the average student does not wish to disclose this

fact, thinking that the interrogator will regard him as not

having a particularly strong will of his own. The fact re-

mains, hoY/ever, that v.'e desire to be v/here our friends are,

and that we like to meet and talk ¥/ith people who ha.ve the

same common interests as v;e have whether it be vocational,

educational, or pertaining to communitj?’ life.

10 iJK’Zj o. Soc.icc m". . rj©6jjJ'a

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- 68 -

These factors then render this type of activity

particularly important if, and only if, the meetings are

well conducted, and interesting speakers obtained. The

success of such a venture not only depends upon these fac-

tors but the officers as v/ell, Tiiey must be of the pro-

gressive type and well able to carry on the activities in

an effective and efficient manner.

Tlie regional clubs are not particularly impor-

tant in their ability to influence prospective students to

attend a given university. Each of these clubs are com-

posed of men who come from a particular state. Their

chief advantage lies in the influence which they exert

over those who are homesick and are very likely to feel

alone aiaong the coimnuting students from the local 8.reas.

The musical organizations constitute an impor-

tant indirect factor in collegiate selection. The author

recalls at least 30 instances in the last 200 interviews

in which questions were asked relative to the musical or-

ganizations at his College. In the study conducted of the

380 students by the administration it was found that 54

students were enrolled as members in either one or several

of the musical clubs. The distribution in this respect

according to classes is as follows:

*

'

/

—

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t^oriin s.iJ ‘/'ri vXf.-c •'Vxt; . jr.L«? Yit ,-.. .ofc J[.i'u;o

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-69-

^Seniors 6

Juniors 11

Middlers 2

Sophomores 13

Freshmen 22

These figures indicate clearly the enthusiasm,

•with which the freshmen enter into the activities program.

The number is generally reduced in all the lines of activ-

ity as the years go on due in some respect to a decrease

in interest, but principally to the pressure of school

worh.

The journalistic organizations which include the

College Newspaper and the Year Book, create very little

interest among prospective students. One of the reasons

for' this may be that practically all prospective students

expect that these organizations will be available in all

colleges. The author does not recall a single question

being asked regarding these activities during the last 200

interviews. This may be partially due to the fact that

the staff of the high school publications are composed

chiefly of girls, and tl-at interest in this phase of lit-

erary endeavor comes after the student has entered col-

lege. In the study conducted of the 380 representative

students in this respect it v;as found that the junior

class was better represented than any other. The fig-

ures pertaining to those 23 students v/ho were members of

^Figures from a study of 380 members of the studentbody conducted by the administration in January19 35

,

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-70-

tiie Newspaper and Year Book staffs are as follows:

^Seniors 1

Juniors 13

Middlers 2

Sophomores 3

Freshmen 4

In summarizing it may be conservatively stated

that the activity program of a college does not have the

pov/er to influence students in their selection of a col-

lege, which many individuals assiune to be the case. It is

true, however, that extra-curricula activities do consti-

tute indirectly a very potent factor in collegiate selec-

tion, and are the deciding factor in a great many instances.

There can be no question as to the truth of the

statement that extra-curricula activities do have their

place in the college program. The fact that they do pro-

vide for the broadening influence which is needed b^;" so

many students, and aid in the personality development of

scores of others, is ample proof of their value. As valu-

able as they are, however, they should never be emphasized

by college authorities to the point where they become as-

sociated in the student mind in the position of a substi-

tute for scholastic effort and achievement.

^Figures from a study of 380 members of the studentbody conducted by the administration, January1935.

- *3 if: 'i.*?

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GHAPT51R III

- 71 -

INi’LUSifTIAL ITAGTORS OBTAINING OUTSIDE

THE COLLEGE ORGAHIZATIOH

Alumni Group

The alumni constitute a great sales force, which,

if properly handled, would aid greatly in the enrollment

situation which confronts a large number of the colleges

today.

Unfortunately colleges have a faculty of attempt-

to get as much out of the alumni, and give as little in re-

turn, as possible. They appear to regard these men as

sources of income only, a fact v/hich is resented by a great

many individuals, and which loses for them a large amount

of good-will which should be retained. The writer can

thinJi of a score of ways in v/hich a college may show their

good-will toward the alumni, but these methods cost money

and very few colleges, especially those in the smaller

groups, would consider it good business to spend money in

order to retain alumni good-v/ill.

Too often the college feels that the alumnus ov/es

it something, v/hen in reality this is not the case. The

student spends his money in return for an education, and in

reality owes the college nothing in return. What the col-

lege does for the student it does for itself, and the fact

that both of them benefit through the experience may be

described as a most fortunate situation.

The author fully believes that the alumni as a

group possess the ability to aid colleges to a much

" i::i7vrov Hovr'.vt:

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ac' •'^j.Io!) ©ltd’ to "oLjrn r. •. J'noilncn 'oirfw iioi^M.'Ji8

-:r.,iLv ?’'.ic aej.eiJoo \:Ie^^m/^'ro'i;nT7

ov -i aij-'.i; a;- ^inf^x... o!it Juo 'ivuai ci

:’bia e:..-M," o.t Tjaenc- .©itfXaGCJa.

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- riL'OEta it ’''fS) ,::;4^ zo'l se-st^i . !r i.i\' i:;" ,aX,£rjiMTi.''::' j. \|i^(ft

iu:c ::o3ii-.v odT .iDf.niBcttr'r so a^ii.-C'Cie f'ioiaw “lo

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a»’..'C t'iJS’ ryi‘ rt^f-el S^e 00'}

e.^' .oc^«o OM‘,t Jon al gi.ix n;' ,':n.'0j6u:ca

"i Xir.s ,noi^.30£a.j^» fij> 7 :,'jr <ix 8i>n©t.:E ^neJbijJ-8

-Xof> o:i^ v>:/^ . j ;'4; r.. : sgaXIoo orCX aero XiBei

jCb* atU' Lr*.o eoob jx Jr.*. i'ixje oiljt To'i soofc s:\cS

i'O vjm 6c;n^i'ccti7.o :• J ji-i iK-d iaedj' Id lur oJ ^£ilj

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- 72-

greater extent than they do at present. Hovifever, they raust

first be made to feel tha.t the college retains an interest

in them, which is not wholly assumed from the financial

viewpoint

.

The alumni clubs which are formed in various sec-

tions of the state in which the college is located, and in

distant states as well, fulfills not only a social need

from the viev/point of the members involved, but also serves

in a business capacity as far as the college is concerned.

In the communities where the clubs become especially power-

ful, either through the progressive spirit on the part of

the members, or because of large numbers, it is usually

found that there is an increased interest on the part of

the high school boys toward the college v/hich they repre-

sent. The author recalls a club of this type which invites

a large number of the local high school boys to its annual

meeting. The club members always arrange for a member of

the faculty to be present to ansv/er any questions in regard

to the university v/hich these boys may ask. This experi-

ment was first tried by this club two years a.go. Letters

were sent out by the club president to all the high school

students in the city who had applied to the university for

information over the previous nine months period. As a re-

sult of this one particular meeting the university secured

four students who v/ould, in all probability, not have reg-

istered otherv/ise. In the following year, which w/as la,st

year, the officers failed to mail their letters in time for

Sn Xih XQiii neili ^aeixe loieG'is> **

^Q8Tet::l mj ©a^Xio6 9iii f^iiS I©ai

• IfliofaBiiil s/it moit Ji^sou/ea/s ^jXJtoilw ton ai cLohiSf ,jnoilt nl

KtJ , • * i ! ''

*

’

^'* ,^aJtoqrroiv

-ooe si/oJi/sv^ni hsmol s-ifi aotsUf 9dnlo inmila octT \i

. ixt />n,9 .bst^ooX at ^i^sXXoo sitt: xicXrfqr ai. etcta siit 'io anoit

been JLblqqq ^ \Ziic t/iXilXjj'i , iXsw ea

^D' .,-

*• , V- .

3?nse oaX^- tw ,bsvIoTnl ni-Htojaai s/lt lo tmloqyntv eiix noi^

. .>ejn©c»rjoo. si s^sXioo a/it a/? xel '\^tioa<i,eo aasaiau<f a nd^

1P¥0^ ^Ilaiosq^B® scsossd.v adi/Xo srCt siaiior ©sit iatriBKoo silf rtl• lH,

•

"lo o:it :jo svisso-i^o'X^; sxif J%«oixit Ts/itio ,Xjfe^

'i^XXai/su ei ti t^‘i©orrtx/n ogxpi lo sa^t/fi 08 <d lo” ,aTaooism sjfit.

lo ticg s/it rfc tffs*xstui becaaiofli' itB ai ois/lt tarft bm/olI • _

" *

-oi<iax s^aXXoo M/swot at:o<# loorfoa d^irt exit

JiirtlTTnl cCoi4i?.s<iXt aidt. lo diiio ij aiXaosrz TQifti/a ©d!T ,tnsa

xjsiSiUisi ati ot a^fod Xoptfsg i^hi ^ooS e/tt lo T^dinirff s^xqX a

lo tcacuce.^ a ^rol s^inaa-ij® 9Vjst>^ij5 a»rodni©iR d/jX© oitT *3/fitssia

fii sncit'etx/p v,rjs lownfia kS" txisaa'iq od ot x^Xi/oial exit

-i’loqxs eisfT axod eea/lt jfoiiiir \,^i9Tovim/ axCt ot'% t ' •

•rrsttaJ .og* axas^ di/Xo aiiit x(i teTil'aaw, trjac.f'

’ ’

ioo/ioB e»it iip ot tiisbiaaiq (Salt) s/it '\2d t/io tnae ais^r

*tcl "it IsTari fit/ ot bsiXqqjs fw^f odv ,\;tio ©fit ni atasXi/ta.

*i,

''

-O'T « aA ,5^oi*^aq scin auoiTatq eiit nero aoitaoprolni

.toix/0D8 >ctiSTsrirUf ^xtt g/xitssja Tiii^/olnAij eco aixtt lo tXjuei

avail ton t#Xi^/>do*xq XXa ai' ,bXi/<«»r otlir atnybuts :inol^

*'"'

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yt ‘

SmX wjtT doidjr' ,-^j5sv a-i Xlol 4^/^.t xjI. .saiwis/itG iisast^i,'

« ** .'

.’ • # .

•Id ajnii ai aasttsl ::iarft ii^ ot bsXjtBl; st©oi:|lo's^ .a^sv

the students to plan to attend and the results ¥/ere disap-

pointing, This indicates a need for the handling of such

ina.tters by one of the university officers in order to bet-

ter insure the success of such a venture.

Many times the Is.rger alumni clubs are in a po-

sition to exert sufficient influence to persuade the ath-

letic officials to meet college teams which are located in

their section of the state. In such cases as these they

aid the college through their advertising of the game among,

their friends and acquaintances as well as throu^ the

sports columns of the local newspapers.

It can thus be seen that alumni clubs constitute

an influential factor in the obtaining of prospective stu-

dents. The smaller colleges have been slow in developing

this advertising medium due chiefly to the expense in-

volved in carrying out the program in a proper manner. In

the author’s opinion, however ,a notic eable change of atti-

tude on the part of the college tov/ard the aluinni will

take place during the next five year period, with an ever-

increasing use of alumni clubs and activities as an adver-

tising medium in the securing of nev/ students.

Alumni Achievement

It is very difficult to understand the reason

for the apparent lack of interest in the achievements of

the alumni upon the part of the average hi^i school boy.

This thought was previously expressed in this report when

the author mentioned that the average hi^i school boy

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.OTj/Xnev p dovs 1o isRstcija esU' a^ru^nJt zs:f

-Oq, e nic oiij atfulo iftn*/X^' tuiX” sefflJtX viu^iC . «

ddif oX»in/Q'io^ e&nsBrXVai ^{x&^iolJ:\aM. 4isxp o;t nox^ie

;ii <(oJriw ajcwf-ch ogeXIcp Xoo« ex' aXaioi^'lo oiXal ^

oeotfX fwi eeftBv lioxia ul * 8 i|-«la p.<i: !ko aoi^OQo 1X5^^ 1

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-ifo.ve Its di^iwr .hcXfrq svit Jxpn e/U snt'iub ©osiq

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'’V- < ./C

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^ ^n»in£-vex.io/w i^cafXAm

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-74-

seldom asked questions pertaining to this factor.

In the study conducted of the 380 representative

students by the administration it was found that not one

of these men selected the College because of alumni

achievement. Tlie interviews which have been carried on by

the author over the period of the last three years, sub-

stantiates this finding. Apparently then, alumni a.chieve-

ment makes little difference, or if it does, it is very

seldom mentioned by prospective students.

This factor possesses such a high advertising

value as to warrant the publication of the facts pertain-

ing to the individual and mass achievement on the part of

the alumni. With this idea in m.ind the author conducted

an exhaustive study covering 1,225 alumni members and dis-

covered some very interesting facts, many of vdiich pos-

sessed great advertising value. The study covered such

phases as the type of positions held, the salary ranges,

the number of unemployed alumni, the number who are work-

ing in the fields for Y/hich they prepared, the labor turn-

over, and the geographical distribution. It is only

through such means as this tha.t alumni achievement may be

conveyed to the hi^i school students.

It is fully exijected that the dissemiins.tion of

such vital information v/ill have an important effect upon

many prospective students who may select the Institution

in question to another simply because the facts pertaining

to this very important phase are available, and clearly

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-75-

demonstrate the effectiveness of the educational program of

the University as no other facts can.

7IELD KSPRESE1TTATIV3S

Lectures to Hipdi School Students

Prior to the event of the depression in 1929

there were very feu college representatives lecturing befor

high school assemblies. The explanation for this may be

found in the fact that the larger colleges were admitting

more students than they could effectively teach and there

Yias no need of an increasing enrollment. Another reason

Y/as that they feared a loss in prestige value would result

if they resorted to this open form of advertising. There

Y/ere a few progressive institutions, however, \vho adhered

to this practice on the assumption that it constituted a

form of advertising which was dignified, effective, and pos

sessed of a certain social and educational value to the

high school students.

The situation, in this respect, changed rapidly

during 1931 when the demands made upon the high school prin

cipals for lecture time proved to be so great that it be-

came necessary for many of them to restrict these activi-

ties to those who were first and foremost in this field.

One principal remarked to an associate of the writer that

if he granted all of the college recpiests for lecture time

it would be necessary for him to assign at least the equiv-

alent of one total school day per week to this for at least

(

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- 76 -

one half of the school year.

The principals as a majority request that the

assembly lecturers speak on a subject which will be inter-

esting and .instructive to the student body. A large num-

ber of them resent any direct advertising which the

speaker may insert in his address. The advertising value

is found in the introduction given the speaker by the

headmaster, and by the impression which he creates among

the student body. Many times, however, the principals

suggest that those vho are interested in going to the

speaker’s college, or have any problems pertaining to col-

lege in general, may meet with the speaker directly after

the close of the address. This method, however, which was

formerly quite prevalent, is now assLiming less importance

due to the additional time required on both the part of

the students and the lecturer.

Many representatives have found that the assem-

bly lecture method has not proved to be as effective as it

should be for the time, effort, and money expended. There-

fore they prefer to speak before a smaller group who are

interested in the speaker’s college, or who desire general

information pertaining to the various departments and cur-

ricula of the university. These meetings are generally

conducted on the lecture and question method vrith the rep-

resentative explaining the various curricula until the

group begin to ask questions. From that point on the

meeting is generally conducted in this manner. This type

. it

i ICiQ.iCC O!’0

' v-ieci':.:x’X‘^ qlV

' C'j oJ .{oi.: / Qo'u^ no aneiu^opl v.Jor s .

-'•’:( i ,\\boc I'-'t JO vL'iJ in' -^ciifr,o

iKQhm r .‘r \'t» jrtoso'r -.i;..- lo

f.'i. X»v ^nisi V “'Y/j/i r i . 'r-’i"ji' in r.t d"^6t>n.( v'^l:* !

^

eiCi" ’:c '•'«... I* noi tor/i-o'!. nX trio'i ai

;^no.'’J3 aoj'jE.i'-.t) e < .iC'..l:lu' ;.r. ,';ae;-X;iibX aiX? l..‘ bi^od

j onii>; c^. ' , Y'^’VOil ,L“-Dij o.Jr

V" .•*; / •

;. ' rjiif Tc'nX O'i.i ojciw ivuix

•loo o& -:r.-.i Xo :i" 'iV -j 'ic 'z :u:,v\a

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/Ii - V. ,t:«v9'»'cn ? i

. jvi^.Lxi e:X xo sar-Xc; /

e-f-nsX'-.r.-rr t rnn ai Jif .Lj'yot*^ s.:iiiip ':Xif>ariQ'i

*to jT . /,j .xC'j’i r:;j I-9'j O". &l .Cv :*ci? XijJb*^

. *r j; J : ^f, X _tf • j-,ns '

. : j i nn -.j3 e $ J-

-lii iizjt mij OT J& ji;i/c I S'v.f .X J’fls o’l

Xi ai,' rjji -*<i oX ivvoz'i jDU qjbiI aciLj'orx ozhi:r*l vJ6

'. x®r?c; biuj .sr.XJ eiCi -icXi -. 4 iUnoiia

b ^ 'ajXtinjs i[i atcOiati itaccp o3 'iflo-x

ir"'-r ah o.'X;, isIXoa p ’*ra-.i,‘3v-,«i ajnti n* rc ; .lyio^ni

•njo bno '}} .•nri3zi'^ ot- QiJClzBy s.^:: o:i ^ 'lin rro/.-^^ju-xolni

vj.^HTvnss r? . '

x';'/<«Y t no auX isiuciT

<•

-.. “T e-ild :Xi‘t»7 lO'fJ.:- tr'^.:iifp f- aiiijr-aX t'O i>e X Oi/Imoa

a*\+ ilXn.'/ ,t-Xv'o j'j •:!-

0

r...o ?*i^v s ; J X-ninl .^.c os u . x ns 9 ;ii

h

^•nl nj i:'ioq , 0 xX xaa Oi rtia^iJ

lii* ’^ .':on/i3:' \ .t rj Oajoor-r.or vIj-Btanos; z: r .'Tl.Xf*;^

- 77 -

of advertising has an advantage over the assembly lecture

in that the entire time is devoted to the advertising of

the college, and in addition, there is ample time to ex-

plain fully many of the questions v/hich the high school

students desire answered to their own satisfauction.

The question immediately arises in the mind of

the reader as to the cost of such a plan of advertising.

It is possible for the a.verage field representative to vis

it three hi^ schools each day, provided they are located

within fifteen miles of one another. In some cases it is

possible to visit four. It is not a good practice, how-

ever, from an advertising viewpoint, for the administra-

tion to impose too heavy a schedule upon the field repre-

sentative in this respect, for the tendency to hurr^/ his

interviews v/ill be interpreted by the students as indif-

ference and they will feel that he has sli^t interest in

their problems. It is better to take ample time in an-

swering questions, so that the student will be able to ab-

sorb the information presented and form counter questions

which, when fully answered, further aid him in comprehend-

ing more fully the information given. It may be stated

that the monetary cost of such a plan is very large, but

when the cost is balanced by the value a.nd results ob-

tained it may be considered as an inexpensive form of ad-

vertising.

There is no method of determining exactly the

number of students who matriculate at a given college

V.\ i.-n/^vbB rw cfi. ^aiaii-rL-Vo^ :o

,0 ^tr. .: x^'!3vhs" i'lC: oc- L'l ^cy:. si o.rii’ ei.iJ'ns 9S:* i;_,

oi 6i^vno ni y-t Jj .nc - ::> muj fai\

I“f -<r-i ita'cf &;!J c(; ii'i, Ttci.t ;; it Ic \[,.-:a v,_Ij'.

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si d '•a ' .

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v'iT.'T _j L’- u .Uaoii

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a*: '"vj.ir'-. ,5 ;^^ -y^f. ,? ovi'ie-J ni ».«; il i,;7•

5?n.-i'srt^jjT:i

M ^ao-TL/r.; Si{Q::^rj c^u ^:i Xfer '- i, x\v bu^ r cn^a^st

-J. crij -.: r si . ., -rion^

o^- -i .. ,..:.x„ i.Mj j.. j ., ::XiiS f

Siiox^aox/r1 . xt r.-:o-; AfiLw "

-li:- /!o.’!;v^*xT‘*r''L i •. ; oios-

-r-neiio'tx.nc;. lu nj,; x,is -9rL^'rfl'^ v;r >

. Ti;. ..wiJ-iro^ -:j r-uj^.j —u 1. . ,,r;;,.». '10 '

7ii?.xnc..» td:) J.'i.-J

•- V e J \c bot-r^l3c! w* iL-oo ji.-

^ :-' «x rm :x :'^•J c*5r»noo t?- 'c^-:n Ji bsni.Gj

i *•;.

:• :".^;r^^i• :y 0f» 'i ftlSaii

v+.; :.-J :a-'c 'i-ijp. •. :u ladJi^'c

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ajjEii’f c rtFvi3

- 78 -

beoause of the impression received of the particular insti-

tution as a result of these lectures. Tlie large assembly

lectures serve to bring the college name before the stu-

dents and as such serve their purpose. The smaller group

meetings aid in the explanation of specific points per-

taining to the college in the cases of those who are vi-

tally interested as well as those who are merelj?' seeking

general information. In this respect the right answer

given at the right time may oftentimes be the deciding

factor. Th.ese meetings, therefore, serve as an indirect

influence in the securing of students, in that through them

the direct influences are ascertained and clarified to many

•who would not realize their value otherv/ise.

Lectures before the students of hi{^. school sci-

entific clubs by the faculty members of a college consti-

tute a method of advertising which is not particularly ef-

fective. The reasons for this are that the subject gener-

ally forbids any mention of the lecturer’s college, a,nd

the interest in the subject on the part of the students is

geners.lly such that all questions pertain to it only. It

is true that the college name is mentioned in the lec-

turer’s introduction, but the students are generally in

such a frame of mind that they do not readily react to

this factor. Tiie personality of the instructor v/ho gives

the lecture may prove to be of some advertising value, es-

pecially if he is the type who appeals to the students as

being friendly and thorou^ly modern without a sacrifice

iv*. ..i I .. V 'ic •.- j. •:

r

5 -j. iio.r - '',.t

:.c .Mahs**! a t.,...t;.r

^Iltxu OJ- f,- aJJ C:.A

n.. ‘..U i.)- jjna ^Jus^h

' -‘'.iio\ • ii?rs io ...<.":b - j i,r r..;*i3 3^1 -wen

- ^ . ‘ - .- i . 5. -> ^, y^^^lZcz, v....r OJ

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^ t* for : . ..o / -liV'

; C? „oo<ir ;. :‘{*2.' .i „., fi £:£»i ;';vt i,:>..

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c:‘ d: •;, I p-

•

^-1 -j ,-', ,-j> tMim j:c e«f4*fi ,^:

V ijJ 0» . / 'X»>d 0' Td . T o \.i ? . j git . j _ : J„'i K; tJld'

: . V .^ V '.r'.j.«;j •

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’.:: '!.^ne':‘^>: t ‘T 'jf cj;d- tif l:i \J .1..‘

r,::—

- 79 -

of dignity. These lectures do not occur with enough fre-

quency nor before large enou^. groups to make them partic-

ularly attractive as an advertising medium.

Experience has proved that the hig^ school vis-

its which are made prior to the Christmas holidays, and

during the spring are the most profitable. The stu-

dents generally are giving more thought to college at the

beginning and near the end of their hi^j. school year than

during the winter months. It is during these months that

the office interviews decrease noticeably due to the psy-

chological or lethargic effect which cold and inclement

weather appear to exert upon individuals in general. This

being the case, it is advisable that the lecture schedules

be so organized as to permit the visitation of as many

high schools as possible during these two periods.

Does the practice of personal visitation to the

homes of inquirers, on the part of field representatives,

constitute an effective means of increasing the freshmian

enrollment of a particular college^ There is a sharp di-

vision of opinion among administrators over the effective-

ness of such a method. One group claims that it consti-

tutes an inexpensive form of advertising which is produc-

tive of high results, while the other contends that there

occurs a loss of prestige and good-will which more than

offsets any temporary gains which may result.

Ten years ago the v/riter was afforded the privi-

lege of engaging in such a practice for one of the local

%: -<?v-' 'wT™

-eHt HJI< ^ucoo |un o> I

oJszg'x^<s toi^

om QTi4oai;f&ti ^Xx^Xir

,

Xv^do$ fiahi S'ifcf ^ fc-»lT _i;cS/{qs rigiil sOi .tej^f »i;isJ;3Si,aS-r

hue ,irtaf>tIod sismJsltrir s iJ- o#*‘3ox3^ eba:; 6k iloirfif' aJiL . _ . , .

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\ • v«ffl a# io «ielXsXi»jv ertf ilraier oi as-o«»4:nssxc’ oe erf

-Bix-j'xes. o*-l easrfi Suilob aXcTiaao^i «a''»Xot,rfo,j|rfaiii'

«<y oi c,ci#r.#laiT Xocoaxoii lo eolios'ia eifi e'eoir*., fi,v.

,=aTiiB#r,o.ssao, iisii.Sc ixe, «y „o .aiexlaynl lo Pernod

-a-Jurfes*-! i-rfi S3i!,.-.e'To;ti eTiice-ile n» oitiilaiioo

-ifc 5.34,-to a -a jxoi'? foaeXXoo xaitfol-tiaq, a io insuiiXXoxo# ,: . . A

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I'

1l

ov43f:stte ea:, ‘tsvo a3oio3#s.tnx,7i* s<'-ob» aeiiiiao Io (^Isxt f'vl

-xjo.ioti Ji ifcrfj si«is..x®, auo38 £04 .ijo^ioa « .op«a .'ie asen

<•4 *.

jr.4A

ej Hoid* SoXaxixavia Io rrto': evXBa*.^£,a4 ,m eeioi9ioa» iiua «*«»#««• i .rfio sixuvt .aiXveox rfairf Io 9TXi

bnn 9^1403 :1^*^0 9a^I A axiij^oo

.fxffma-7 Y^ti ittsd^T xx^xQ(im$^ xm •

iviKi 0iid‘y)®irto!4'iA aaw la^iryif 0^lac(i^ sxfj erro tc'i JinlyA^aG. to easx

_e

- 80 -

institutions. This institution, v/hich was of collegiate

grade, atteraoted this more in the nature of an experiment

rather than as a fixed policy. The interviews were car-

ried on from the first of May until the first of September.

Approximately six prospective students were visited ea.ch

day, with the length of the interviev;s ranging in time from

fifteen minutes to one hour in many cases. These visits

were made only to those who had written in to the college,

mahing inquiry regarding the courses or some other particu-

lar phase of the v/ork. The approach used in these visits

was not of the high pressure type which is employed so of-

ten by many of the college representatives. It v/as felt

that the dignity of the institution should be maintained,

and the prospective student should be made to feel that the

interviev/er was visiting him to answer any questions he

might have regarding the courses or university in general.

This plan v;as carried out and the results obtained were

considered as being v/orth its continuance. An enormous

amount of good-will was created and at least a score of

students secured directly through this means. Statistics

were not kept at the time showing the number of students

who enrolled indirectly a.s a result of these visits.

The university in question discontinued this

practice during the following year, chiefly because it was

felt by the administration that the loss which would re-

sult in prestige and dignity would more than offset the

gains made through an increase in enrollment.

lo eiur rU^.. ,r,ijiSu3

j 0*MnitS‘-,>co r.r iO o’lxjf^in ''.i '. ':u:,i » x:£d j ^5 .;. J jx; ,vji',.’^*. .,

r ./•>XV£iJni ksT .'.OUus. i)OXjrt «

uTi;} iija.'.r 'io i:nit ao-.Y no i.ai:;

e^f'C? ^.tnoou^' x^ec*T -.i.:j

no'i'^. ;;(nt^ nx :r ; /CixV d

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f ^ Dliv. nx S1S&J i^y,' X>/xr{ cci*v. •j.' tLtio

-.ic-lw^iaq i.T.l'o f'moff VC. ivauior * ^ :-q^ib:caao'i *'it

vcTxffi' rj roiiU .:0i5CT;;ije t?aT ,:f ft.tr it isl

-io 0'2 -’c•

•‘axIv i^xi/aso'rq :v-.i.i eili >o y’-x. a.r^rr

V i-'j i. fil l/ jj . -‘.?v ij ,e e:’j*r.^©T o Vb .xnjsfff xu at»^.

,i)Oul..vrftiacj sci -cxTjiji^^cii ; n> to v-jii ^adt

or.j *aiTU- U'c'' ot ebr.vr- *j j&i.*jod^ evi^coqaoTn ^..u* .xi'i

od aiiClJ-coj: .^.jz : ;. « ^ rr..:ii qiTiJ Xriiv ax;./ *xev/<3 iv Jnl

. ^v-renoa ^’.i X.J i;ii9/in;f to aoanuoo cr£d

CTovr ber ‘'.i/uai'i ©dj Xira;. jjjo ij?»iTTX?c a ;/.• elilT

luoi^'XOft'j ri..-. u:ri iCtTo-.v 3,'Ufta t:

io GT cV t Ji; /.ia^J3:.TC BB V' :IX 7/-iX}03 to 'irXTUOtX

r.x’l^ QXjj, ^.; . .^.f . , i ij xxJtf.Tii) JbOixxooa

^it'^X6bx/J'..i .0 ;f-. . . ,; -•i* fti'i.t f aj jj'j ^qoci Jon

.iij‘^>xr o-vedJ- Is J xdafiT » av q:.J tx.'iiL.xi be^liorro oxu/

ai LJ c 'j/ii ' r: r ' ib noi.tnox/i. i'.i /,* j.-'TSV’XxiXf SiiT

• V oaUAxe-j .tv-riv -

3

c.c\7c ;

^

aaxixji ooxjcxjiv

-vT x)Xi/c - .ci 'uvol «f;j /.<- -'.;.N»T j-ix xniniba «r^j- vo iiot

osalto i--' i. -r .v; i:l;;o..’ v%r ifq^ iJb.6:tn '.:i jixt*

, j’'T-MuiXG‘; At :;x tw dao.jTdJ' sba;:, anxa^

- 81-

The chief advantage of this method is that it

does increase the enrollment to some extent, simply be-

cause the representative is in a position to explain ques-

tions v;hich would otherwise go unansv^ered, through the in-

ertia of many inquirers to call a.t the school office for a

personal interviev/. In many of these cases interest was

rekindled after hope had been lost because a prospective

applicant was of the opinion he wasn’t eligible to attend,

or that the courses v/ere different than they v/ere, or that

the cost of attendance was higher than it was.

Another advantage is that the average individual

speaks more freely and appears to be more at his ease in

his own home than in a school office. In this respect the

interviewer can more rapidly aid in the solution of the

problem since he, in ail probability, would be possessed

of more of the facts pertaining to the case. The v/riter

has found that one of his greatest problems is to aid a

prospective student in the solution of an educational prob-

lem, when the student is reluctant to give all of the true

facts pertaining to his case. It is probably true that the

individual feels more -secure and comfortable in his own

home and therefore speaks, with less restraint, upon his

personal problems. Another advantage in this type of in-

terview is that in practically all of the cases one or both

of the parents are present. The writer is always pleased

to see a parent come in with his son for an interview/.

This means, in the first place, that the parent has a vital

SI Sj^S Ijoflipm ^Xtit to leJiio oJT . »

-Q{S xltisxiiB .SavSXii 9rso<: 04' .;^r>dt!iilo!ifl8 ei^ aaaanonl aeoi>

-nefip nJL&Lqx» oS aoISiBoq a iii' ai av 2i'a;Jno8 »iQ.fi‘i sjU’ qhuao

-ftl aiU *xl;:ifo*Xfi^ fberi9JtKUianu 03 ^etnaiiSo dahta oaoii£ -'

13 ic\ 00mo XoorfoQ £»f{^ llatp oS atcoTjfctfjuit BtSra

anit SQtubS^nl eesao OcieAi^ lo T^riaja al ''*v»eiTr5e(>ni'-X«floe'X0^

BYts a oeiAsoftd 4^aol’ aoo'rf JsAxi^aqcd

oS S^ansi^ oU aoiax<io o.ii>’io- 30# ixxaofXst^Aw *

10 ,9i»»? *<od^ i'neiollit> oiovr ecaii/oo^oxW^ «-o

.«aw ;^^ rujxU- itid^kd aaw oocwJbnoJ'^^# lo -^soo' osiSif • ‘

’

Xaoi)lvifani ajiaiovii ’ ai egainaYlMt le^f^onA i. vf

nl o«od oM 4*

1^ 9if(Sia od 0^ axao^q;a “f»ao oio-a a*iaoii.a

^oopfloi 8l4> i?I- .e&x’i'^d iooelon a ni '/uadi eaUJii oire bMoffcJ >c rtoiXi/Xoa eti bLa x^^>X'iaT eion ttac i««r© JmJxiiijS •

l’• bsseoaaoq^ od Moo# ,'\r^iIidjidoiq Ilia at ,«ii eodia uieicfoitj

10:411# exPr . deo 0^ ^nidis^ioCi ajo^t ^’us 'to eicitf *io

•:'•

if

a blB oj 5i ecoldoig ^ee^jseis eid lo oao SsitS J&mfo^ ^cA

-do^q Xuno l;fjaoiiJLw: ne Id* nolSulOQ adS at jnobsrSa aviSoaqaouq

ooid 9dS to XlW o'S'xj qS snaS^Hi at SaabuSa Siti nod^r ,fuel

odS f£:iS oaii ^Urjudoicq at SI ;9S8 0 a-hi o3* anJtat,a^i9^.^^Joat

mro Btrf at aSdJsSzctmoo J>aa ©iooob 0100 alsot XoofcJtvitmt

aid noqu aaol dt<b# szciaz&dJ bm^bfuoxL

-at to £i:Xt at &^aSeusYbs %sJiSortA .^iQlcfozq isdoaiaq.•,i“ gr f.-

dSod TO one #dl tc ila '^IJ^oi^aaia «i fraixxeS

boa0(tl<t; sxflyfXa at 10^ It# ad®® .^nesoKi oi^ aSttazjnq add ’It

,'#elTTcini: n» 10I .jtiQO aid xCM# aJt e^oo Jaaiaq^ o oaro

•*

.1*4 i7 * ojBd Siitzix Blit SaiiS »oo£lq ^ailt &M ui .aitRs'izi si£^

- 82-

interest in the educational future of the boy in question.

It also means that the admission officer will receive a

clearer story of any problems, if there are any, a factor

which will aid him greatly in their solution.

The chief disadvantage in this plan is in the

fact that many individuals feel that a college which en-

gages in such a practice must of necessity be in a very

weak condition financially or they v/ould not be seeking

students throu^ such methods. Again they are very likely

to associate the college in the same class with that of

the many smaller non-collegiate schools which regularly

practice this method of recruiting.

The disadvantages in the use of this method of

influencing students outweigh the advantages in the case

of institutions of collegiate grade. Such a practice

should be reverted to only in the event of extreme neces-

sity. The people of ITew England v/ho as we know are very

conservative by nature, are prone to think of its colleges

as being in the same class, and do not react favorably to

methods which are too progressive or revolutionary in char

ac ter.

Parent-Teachers Associations frequently invite

college instructors to give lectures before their groups.

This form of activity does possess a certain amount of ad-

vertising value, Tlie personality of the speaker, however,

rather than the subject matter of the lecture, is the im-

portant factor from the advertising viewpoint. The same

. .v. i J n.i ' o< r tdS iii

A rvi»c?t Uiw Tociltc ao-sei-nZjs sJj- d-iviJ- a.u-.o.*: oexs • t l

-O d’ou'i i- ,'cii^5 axH 'ri(jiU il ,ar-i>icfcTv^ ^0 xicja TOX66u.o

.norcTfjXo- tit .li: -I: -!-!. aXL bui . .luiiisr

ax p.i osI<x ai.:i :\i oji-Jiiavb^'L^ra S:1T

-at s Sn is It>fi'x ^ lax .bivi uni v^wia Jjb(1j Jaa'i

• a nJ: i-c .: :c .• uuv.. ?^tIXo«iq s ilouc rri uos^ij’

3nl-e£a GC^ ion Olxrow Yu.vi to icss^ai't nox X iX.'iO u }Lse>i

vX52ixl frtt . 'led doun 2^nt’Jbi/()’5

lo l^sxut ritiw cfsFlo oii^sc ©fiJ nl s^islluo vdj" siaxso8«n cl

I^i‘iexi/S'5‘1 ^oid'PT 3 Xcorfci>. claXs&XXoo-aon i;.'xX: .:.;j

: i ’-Ti r. r i 'ro n c 'iX o . r; i .ij © c x 1 iurz l

'

io ; ei** 'lo ,,. j tif.3joJni:vLxiaii: ed!T

iia-no anl Lti tJtoaw.v r:z5 exil ciainnouxlax

itiiiXii’zq f. ii-ouJ IscxX' c 'xo -jncXiuj itBitx 'to

-t-'. ton Ic Jrv.' 2>ru? di yliio_cs j^f^xovta- nXxioxiu

VjTinr ©n/f >rr-rui :>«' jbCLisI'^iil' wo '! Ic oXqosq , .- xd

i^'-IXoc atx “Iv **r. 'dl ©•'.otc' ©o.. , ’(.o ov x ja'it^oiioo

' v.Xcl .'.. V'-/ •^ * v , ji .: a 0‘\ hr.f rr.fio ofttsB odf tit jjox&d ajB

tn iu ni 'CtifnoiXx.ucvf'i xo . sviaadt^jatti ^-ci stc xloixlTr

,X©lCXi

sliTax '..X 'n&'n' ! 1? r*ffoxlx> iooe**/. ?x;.

,"quc*". 'liofil- •3'io'iao uotulc-'l ©vi? ol aiolo/aiOotix ;

to IniJCfSis nXnl'xo'- » aeoaaoq eoo* \;lXvit£u3 r.ncY exifr

, :©vaTTOrf ,xi*jLs!)'. i rll Ic yliXxinoetoq tiXT . ojl^v j,ni ji.j*rs 7

- :ii 0i 9sio 'to tellnr: jos^d - xuiitj

SflieG . prior .’oiv* ^nxPllloYXx. ttiJ cct'r totcn^ xxactU'-

^ L'L‘

Jir.Xi'

- 83 -

argument which appears in the discussion of the advertising

value of lectures oefore higii school scientific clubs, may

be applied in this case. The personality of the speaker

and the mention of the university name constitute the

chief advertising value of such an activity. The univer-

sity does secure a certain amount of good will for its

willingness to aid the club in rounding out its program.

This factor is included under the heading of an indirect

influence in collegiate selection, and its possible ef-

fects are very difficult of measurement. The reluctance

of faculty members to spend the large amount of time neces-

sary in the preparation of lectures vdiich v/ill be of inter-

est to both of the groups, restrict this activity to quite

some degree.

Lectures before other adult groui-)s are presented

from time to time, but generally do not occur vrith enoug]:i

frequency to make them very valuable from an advertising

viewpoint. The athletic coaches are the most active in

this respect. Their lectures are generally given before

Sunday-school classes and boys’ clubs, and are presented

from the character building viewpoint in most causes.

It is very difficult to judge the advertising

values of this form of activity. The author is of the

opinion, however, that the time and effort spent by the

faculty members in preparation and travel is not warranted

for the small amount of advertising value obtained. Such

activities generally impose too great a strain upon the

izo r.clix^onXi) Ai irxflt'qfi* Aoi(iw ^m9os%*i^*

-i i ’ %“.

t'^sia ^A*H<Jn8ioa Xoa^oa oiolod.^, ais^judooX lo ^uXdv

i&:Xf-=8(g-3 sUx lo \;Ulii{t<}er»q sm .aajBo a IdX nX’ &if

aioS tSsts^o ^eisisii JbErstlf kfuj aLs. "ic aox^noju btui

-T9y}aiS 'c4f nuft-^doi,?; tc ^^/LtT a^iaiiTsvii^ rlsiito

•!o% ‘.Ut^ tco^ "iCr rtioJ-180 a ceoi)V

^' •'*- i^s

,3L^tao^^ e^i ;tJ3C» g,iib(tifct fii o^. os««cX(iai;Xiw*

18* ^

JUS X>ei>iiXo(rt^eiJiT(ao8lL

-to p,'

X

f)d^ ^c:oi;lti!»X9if, mSai^aXlao ai 5oac/iX't^i'•'

..j'^' '

0 c-oai AWX^-T oilT . j>it)ifi8Tyaflet5 to ;tJ,iJoilti^ acJo^t

r-

‘

X?-^i?co(j to cJayiprtff eiJttJBl flilt oX &'ie^au -Xt

-lo^nl to o<! XIliv «tvTii^c>oi ta o^lvri>TB4»i<i «X ^qaa

aJ’lifp cj* ax£l^ tox^cfa^o: rO’ii/PTo -ojXJ: to ibod oJ Jao-"j

.

* /' '

"' '

., * 1 -92-TSOt 5CJOa

.fja.titdaen^ exa •^t/wTS Tei^o o'^olod <^axu4’08^J ; v\

rl^i/otio >Oto Qby%Jils,i.9tiQ^ ^ud fSmiX usoxt

3«i«X^iovi#B na Rioxt *ijla«Xay x^sy inarU; ioa«;jpoxt

.iti aYltbb ^a<M« Oft^ rtxa oWaiiida odT .twig^iwaiv^ -I'y

sxotod rtoYlft *xiXf'7*zofso3 axe e^xadhoai lieiiT . ^oep.ooT afiij

fteoffsoaxti />iu jS^^fXo »a^cd Uxs^ aiea&flXo Xoo4;>o-^X‘i]ty^* " "*

,«fir8#»P oX ^rrXo^vBXY la^aaxaiia aotlt.

jia-ieitxtvJb^ qX ^iutlXtXb- X^PY ei 'i

o.di’ to xp4S(.i;a. ©iiT .'^iYi:foa io mot sl4i t© s&pJ^y

4ii& xii 4*i0is fans ,YP«d«ro‘ii jiioii|4iio,^ ^ '.

.

*•" ‘*!

Ji^oiT'iaxx^v ;iaii .ftH biui noi^vaxi^^oxi*. nt ax^dLiius: t-'Xixoat

^xiiRj,^«OYM> io ^eiiOcaa xPl

- aiQ noiixt gj-axi^f a xXXaxaaa^' &olJ

- 84 -

facuity members v/h.o need all their energy and time to de-

vote to their teaching and research.

Secondary School Officials

The Tvriter has mentioned, previously in this re-

port, the important part played by the high school princi-

pal and faculty adviser in collegiate selection. High

school students are encouraged to bring their college prob-

lems before these men who aid in the selection of the col-

lege according to the financial resources and type of prep-

aration desired by the student. The fact that they are in

such a position enables them to recommend one college in

preference to another according to their general opinion of

the collegiate standing of the institutions in question.

It is necessary, therefore, that these men be in possession

of all of the salient facts pertaining to a college. All

changes in admission requirements, courses, and student

policy should be communicated to them in order that their

advice may be more accurate. Failure on the part of col-

lege administrators to do this accounts for the failure of

many students to enter their college.

It is also a, good pra.ctice for a representative

of the college to visit these men at least once a year in

order that viewpoints and suggestions may be received from

these men v;ho are nearer to the prospective student mind,

and therefore are in a better position to judge the effec-

tiveness of an advertising program. College officials do

not often realize the help which hi^_ school officials are

(V I'

-ofc 0^ forlcf v^^TOKo ‘lisff;^- XXb i!)£if"Sih oiCV! 8T6</ifMiar*4^ Xj/03

*

3t U

. rfe'tfi'oaa’i ^5 tiorfi oiay'E

£i«i2l32SL io'OdoSI •?

,1^

-©2 alHi Hi '^XsiJoivdKi iX'anoi^jTcs aa.rl -lo^XxrVdT Aloorfoa iigirf oxi^* b«»i50l<j; Jiaq ica^ioq.AHl s^t/^^Ttoq ^

riiaiTr .aoUoerE># eiai^gjXXoo fii TeeivM xiXiIoB^ J&na Xaa ^3i

Tf "'It'* '*???

-doaq oaeXXoo iXerij ani^ro' oct i>c*£ai«oona s'xb edudjtJu^a iaojioo ' J'.'

-Xo 3 Oilt lo noXXoaXae ni i»xa oiiw KSffl^aaarf^ oio'ied' ak»i ' «l^ ^

'll•qaicq. to oc^d* fciui QeortxfOaox XaionanXl anXto'iqooB oj^^X - 3

*' '^ — *

i

ai ets d'BcCt loat oiXT> .tnafco;ta ©rCd- \cf tbielael) noX^aia pHnx »a®-tXoo eno iJneiae.6 ost nofld Boldsao noXcfXeoii a itoua

'*

to noiaiqo Xaionaa Ti9*id od- aaX^xooofi lerfdona od^ ©oaattelaTq « |JB

.Gotdflaap ax eaaid^a^i^aax'^arlX to anUbiaad'e ©(Taiaailoo okxfj.'

,if ..‘ihL

aoiaeeaeoq ni scf noax aaedlt d’arfd ,oxot»i9ii^ ,Y.iaaB©09a ai il ' ^fXIA .oasXXoo A Od 3aittijB;fT2Mi aioat dnoXXaa srli, to X'ju to :

dneaL'da X>ca «B.'*n80J»iiapj^ coiBaiin£a 'ax a©3nailo >.^B"T '

*

I

lisilt J'arU idij’io ni aiail^ J)ed^J5oinyiaiaoo ®tf bXx/oxIa \0JtX04I'

-Xoo to J'lBq otfd" ao ©‘raXiaU •od'B^aooa ©toin od ootvaa

to a^aXlat oxtt Tot a^itaoooa aldd oJb od aiod'atc^oxajtttitjjB o^oX

, •'^SoXXoo'

1

toiid' lodaa od* ad‘^i>aJ';ii \,naja

ovXdadrreco^qoT a ict aoXtoa^xq fcoos a oaJLa al tli

dt ysB'z a aoiio daaaX da asm oaeild Siaiv od s3©XXoo &*id to

rtO'xt bovxooot ed Xfi^ oaoltao^ue b/xa adaioqvreXv taiid tetio. ^

*5

'

tbaim dnei>xrd8 ©vidooqno^cq o*iS od itotrsoa oia ojiir nom ©aoifd

-ootto add asbat, od noidlaoq Taddad a ni e^a »‘ictaToxid 'blot

.

Ob nXaXoitto a^aXIoO .jncTat^tq ar.Xsid-ta’rlwj as to soodovldT'*"

axB sXaxoitto loodoa r^airf fiohdr qiaii add asilaai aadto d^n»•

- 85 -

in a position to grant, and therefore many times go blindly

ahead with a program which is very likely to prove a fail-

ure from the start due to an absence of psychological fac-

tors of which the hi^ school educator is well aware, and

would be v/illing to advise him on.

The recommendations of principals and advisers

may be considered as being indirect influences in collegi-

ate selection. These men generally recommend a given col-

lege after they have been appraised of the student’s prob-

lems and his aims. The college is generally recommended

because of an educational feature wrhioh most closely ap-

proximates the individual’s need. The writer has counted

eleven instances in the last seventy-five interviews in

which the principal or faculty adviser recommended his In-

stitution to the boy as the proper one to attend for the

type of study Y/anted, and the financial resources avail-

able. This presents some idea of the importance of these

men in collegiate selection.

Advertisin';;

The advertising program of the average college

or university has much to do v/itli its success in obtaining

students. Every activity in which a college engages to-

gether with its employees or students, aids in the adver-

tising of it either favorably or unfavorably.

Different colleges advertise throu^i different

methods. There are those who specialize in athletic en-

deavor and use tlieir teams to aid them in the broadcasting

i /'

XibaiiL(S ’03 oemli- x;fit»in orio'ife'xenti* l>nj5 oJ’ noi^laoq a ax

-Ilxil z 9rot<i od" xXsaUtI tjibt e± ;icii6r luataoTcq £ rfifiw Jb^eiie

-o£“X 'Xi*o t^oXuftoxe^ lo o 0n?Td£ fie oJ* oiiJb 9^ moil: oiif’>'.

' n '

,

. .

i>as i^xsr.ra Xioir ai l^oiioo tifeiii o.^j xloX*!*.' "io aici

'fto nisi fBirtz aaXiii^ i‘Xuo#/

sii^aivbfi Sips eljsi^iofiiiq; to e<ioi;fj)l»n$flano ooi aa^ m-XssXXoo rti a&pasuX^X ecT

-I-oo aatrXa 'cXl^>iai«J3 nsaj onoxiT:; JaGiXofii-^B a5/'i.

'<

-doT(i a *inei>ai,s sxf^ ^o Jt^eatsiqq^^i rseoo tjzJS^.x^4J} -iexl« 931^i-i' V

'*3_^V

X)8i>n©iaizooo-t \liar:ciw^ si eaoXXoe oilT .amia 8i4 jbcw ?,mlp*.

•qxj xXbcoXo ^St«m XsaaiJjaoijfcs xm lo eauz^Qd

t&^nuoz, €Pti »riV .Xjsgq a ’Xx3''i;JE)iTXi?iiX 9ii$ asX^uJ^TJi

xii a^jTGi-FTsXpj t!7i^-.^^neyBQ ^eBX 's'^ c| BdoOBiEnl navels

-rtl Birf l?ef)fi9ra«oosi iseiVjbjB Tc^ixf&a^. io ijgijjtciiiic:

^t~

odd To^ c .1 s^o T9q;oiq ea \oti ttdd od iicu4iid&' ^ *

1 ' ^

*

'

-Xi£Vr B.& oil.0^91 X£i!Xi£Ci*)t. sxli fen* Ip

eso/(d lo 60zT,rX*roq|ui. ©ilX Ip seW solos B^iisssiq, siccr .^ids* '

...*

' •- '

.* * .GoiXaoXoB ©J’xsJtasiXoc. xiX asm

L >.'V ^.hXaXils^fcA-.

©seXXoo GS^ieva lo fzaTaeiq. s»i8iXi©vfc£ eiiT

^^ialaXdo cl. Rsepcu© sJi xtiiif oti iXoina ssxi- x^iaisviot/ 10

~p^ aa^f^^o sasXXoe a doixisr xiX 'iioiFg: ..eXnsijaXa

!»x©vtx^ 'stlU^ ill si>is ,KX'naiM^p 10 aee'^oXqtao aXi xLfiW'’ A » Ij

'

.^IdAiOY^laij 10 xidm'ov&l Tsd^i© XX Id sn^aiX

loeiollUb oaidi&yXjB s^s&XXpo XnsiaUXC;'

'

•- rr-rx8 ,oiX^sX{tt8 ni esiXaiase^T otfRf sFpdX or^ oisxfT .ei>c4X,sxa

^ * «

*jniXeaol.eo*id or(X rri ,msiiX fxXe oj a^Ts^jd TLi.eriS eoxt hna T.oys^

- 86-

of their name. There are those v/ho encourage their facul-

ty in Sjpecial research projects which, while being bona

fide and possessing much of merit, are nevertheless widely

publicized. There are those who depend chiefly on their

fine buildings and equipment to aid them in this respect,

and there are those who resort to the use of booklets and

pamphlets in order to better acquaint the public v/ith its

activities.

All of these serve their purpose if the program

is intelligently carried out. To carry out a program in

the most effective manner it is first necessary for the col-

lege officials to completely know the background of the

students it serves, and plans to serve, from both the fi-

nancial and environmental backgrounds. It should also know

the type of parents and their educational background as a

group, A knowledge of these factors is absolutely neces-

sary before an advertising plan or policy can be estab-

lished.

There are those who maintain that a college

should not advertise. They argue tha.t there is no justifi-

cation for such a practice and that it should be eliminated

from the educational field. The author is fully in accord

v/ith this faction, but realizes that so long as there are

two colleges in a section each offering the same type of

education there will be advertising. The same condition

applies in business. Advertising is a result of competi-

tion, and the desire to sell one article, either over

'

.I

1 :

'

C’

jj'o:. i':r» Oi{v»

^’.aco ’ ?:

ir/ Dsc'lc-irr 7 o’i ..’ ’i‘=ji

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'f*. sa rrj

? ;, w'j'. .‘ii.'X-je ,. . ‘I I:. J

'r< r ,j .1 3 niRRt/c:^cfi. ferr-

Xio. J ; o ''•lic.-xiic o<ft‘ r^-ROi-.* eie .-

Pi fl!8fl^ 'L'^ cj biUi e-i. ^ ‘ I i*. '.t Vili'l

i>r:3 Cj6X^vcog Jo tyrtu jm./ {73&*i.^ C7w.;.: i.cj5

’Xi xijiv; tixf-x/G 3 .'^;^ ^nijsi/pox». xrd’d--c. rrsJb'^ - r.i

.|^T3 o•?(J orj ./ Tlstfu c .'xt^e to il/.

rix ri:x550'ic p two \i*rix;L> c'" . i o "

-Xco of^i xo'y txrit e'.j o i xeiiOBW rvttoo'iit* jjcoi »ri:

Oilt ic -/oxui VX^tRlt^rOy Cj S'l/:iUft‘iG 050

i

- :1 orJ Jod.. ao'iJ . : ... tx wJiiytLrjgi

Vfor.: C-.j-*’ Mj/Oi).'2 II .‘ ..fJO'i^iiiOGC. . XTflf; i;:!£ i;liOfTjGn

-nf^i' r: \le !'vlo:^'L: t'zcSojzJ oasrLi 10 j^Jb: Ivrocoi

--v3J';C' Ov'i njt c,' I xIc.'Ci to ’jfii- i j*rovij.r, r.^. ‘ ^ \,tb^

, . 'ill%

Qi^alloo jp Jrj.id r.ii ti'irjir '-'iffc' taorii -nts e'ls.'tT

:u si «T9. t Jr,, is oirz J:: v5;/ .- - XjI&tXu Son ^j/.uorla

xx'iii.? . tx S.’.iii wrut. .{cwa toI.' xto/.txfo

bxo.'«oa iix v-iJi;*! ex TOiitwja ®rJT . ifjtt 8iij;inwT'i

6-;x: cTOi : aa grxol O ’ sa:aLax7 ti/cf ,r':i.x^i alJj :.j xr

J.C t(iXS i'i'Jin CfiS ii&r.o xu'iJobu b nx ar..--Dixxc' w'> .

ibfjo:' £-r;r*x nx.V . a ' XIiv/ s-TOiit nc- xt.yrwijs

• L.te^impo to tii/eo" - i tiT. . oiixexrc' rtl e.oM^cjs

Trvo ’zadJli . iritis’ll 9110 ilf - oj oTisi ;. or-i: I'A.

-87-

anotiier, or in greater quantities. So long as the present

system of education exists there will be advertising on

the part of the colleges and universities. It is the au-

thor’s hope that this type of advertising shall always re-

main on the same refined basis v/hich characterizes it at

the present time. In this respect the author refers to

the Hastern section of the country only, having no knowl-

edge of the practices which are in force outside of this

section.

In the preceding section the author mentioned the

importance of the principal and the faculty advisers as a

factor in collegiate selection. Tlie writer’s Institution

was perhaps one of the first in the field in this section

to recognize this factor in special advertising to these

men directly. After much study in this connection it was

decided that the best form of direct advertising to these

men could take place only throu^ the presentation of in-

expensive but useful articles for use in their everyday

work. Consequently, a daily calendar pad v/as devised and

mailed to a total of 3000 iDrincipals. This proved to be

so popular that it has become a yearly feature, and is

sent to these men at the beginning of each school year in

September. It is useful, decorative, and serves an adver-

tising purpose in that the University seal is printed in

gold on the cover, and in a subdued red on each inside

page. The popularity of such an article is attested by the

many letters which are written to the school office during

f

&!»• 9B »ffOl 02 '. *18 fti tsb- ,T9 fl^oni

ifo aflial^T9Vb« od XXiw^ at8 lxr> no Xi^,jX5d lo iiioXeta

-Xn ©.'{^ ei’ ;rr .89X;^ioi4*TJy:io: />^o& ©©seXioo Ic XT:8 <i ©44^

“91 3YnwX,a IXnxis ££xioUi©7 JLMS'‘ nhi^ ^x./'4 o^od e *ioi0:<^

$l 8©sii©Xo.>j*i/wf& dolifn* aia/^c Jxmi’xex emo &rQ 'ao^Sixjm'

of elelai' lojfa^a t>4# XoaqaiJi siiit nX lho8 &^<x- ©rit6

t." 'H

“I.vorDl on axiivad ed-t ^0 coUoes njef^asS^'Qdf

'2iiO to aA'Jtafvo 8610I njt sxb .\Ioixiftr ©©olit-OJBHj ©iCX ©3l»s^

.ftoiXcsse

orlX iiOffoi^Tfoia TO/Ctxi-a ©/£d noi^ooe snilj^oox^ sdif nl V li

^ an ei©8 i:v5a orL? JEffte Xt^iodiic; lo ©okb^iocjni:

a*i5i)iiv ,«oiXTsijoi» staeissJLIo© ni io^o»5l

acid- .'©a air:j nl-

v

5i©xl ©iU- nJt X’oixV'edil ©no a«w

sosiC oj anisilTsTlwr Xsioe?« oJt.-1010111 alcO siinaooo-/ ol'

aaw nci^^cwfutoo ©id# ni doiim i©#*3U^>

*‘

*

©aoxU 0^ 8nl«X#i©vl>a #ooiil> Ic miol ^asd ©lii’ daxi# babXo^ti

-ni lo no 't6To ei£# r^vwoid# xXno ©oaXt^ &da# bXaoo^i^itsci

>£stXi&V9 *iX«jiX fxl ©sii 10^ 8©ioi#in ialsaa #ad ©tlan©^©

brw j)o»iTfiix auvf ttf\q xshn&Xao xllJiB a<,x'fnBisp&titioti »^i6iir

ocf 0# heToiq ciziT .sXpqXcnliq 000£„lc Idfof a o# Jb^IiamI.

fli iitia ^©lijd'aol b attbood gssi &J #£xi# o©‘

•‘i-tti laot ioodoW 4»aa^- lo aninnisod otif aejit ©ft©d# o# Xii^a

HipTfia ca osnao baa ,©vJt#niooeX. ei ,'iodia©jr(i©E

rJ hafaXxq di lade. Vi«ierXnU »d^' #ai<# «i seoqxuq'

.©i^leifl doao no bax' boubdue a m fcad ,i©7oo ©li#* no fcioa4-

*'•.

9^^ Yd .ii©#e©##o ai ©Xoi^a xop fioua ^o I xaSuiiOii &4T •&SJ3*i

anXi^b- eoXllo Xooaoq ©d# o# a9-##iiw sia doXifiv aia^cioX \nac; .ib

, Vh I-

',1 j I . A. X* .

- 88 -

tiie suiiiiiier vacation period inquiring if this article v/ill

be availa-ble in the follov/ing school year.

The University has also devised and sent a brass

memorandum pad holder and pad to each of the principals on

the calendar pad list. The fillers for these are furnish-

ed by the school office upon the request of the principal.

Some idea of their popularity may be gained when it is

known that on the average of eighty fillers are mailed each

week to principals upon their own request.

In addition to these a thirty year combined cal-

endar and paperweight has been sent to these men. These

three items have been sent over a three year period with a

new^ presentation being ma,de each i/’ear. Such a practice,

of course, cannot be continued indefinitely, for the ad-

vertising value would soon disappear if such a practice be-

came too general.

These useful gifts possess an advertising value

which exceeds many times the total cost involved. All in-

dividuals enjoy receiving useful gifts provided they are

not so expensive as to convey the impression of an obliga-

tion. When this point is reached the advertising va.lue

not only vanishes, but a rea.l ejitipathy is engendered.

The recipients must never receive the impression that the

college feels he is obligated to it, for he is not.

Rather the college is obligated to him, and it is a v/ise

administrator who recognizes this fact. Therefore, the

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:i>exehrtoa«b oi JLxsx 8 iprf WbrfgXjiV liXno itoa

i?iit d’Biif tiolitiSTqci e.lt sYiaeax xq;re£t Xeup QtasiqiPo-TeilTi'i "

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-89 -

gifts must be useful, dignified, and inexpensive and there

must not be too many of them presented. These gifts are

presented with the object of good-will in mind and this is

the only return that should be expected from them.

The only disadvantage which is attached to this

form of advertising is the high cost involved. A program

such as this, in order to be effective, must be carried

out on a wide scale. \l/hile each item is inexpensive in

itself, the large number of items required advance the

total sum generally well above the five hundred dollar

mark after the mailing expense has been added to the cost

of the article. Hov/ever, this type of advertising has

proved so effective as to merit an expenditure even tv/ice

the amount usually incurred.

There is another type of advertising which has

proved to be very effective. This type is concerned with

the printed pamphlets, descriptive of the various educa-

tional features and extra-curricula activities, which are

mailed to those who inquire for information pertaining to

the College. The pamphlets may be listed under one of

three general headings according to the phase of which

they are descriptive. These three general headings cover

the three main departments of an educational institution,

namely the educational, the athletic, and the vocational.

Tlie educational pamphlets describe the courses,

and the various educational plans which are available, as

well as the professional activities and other factors

1 .

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OT^ ::.t ijjj 08 <?a^ . , S 'io '^ru^Ti oo;? -^d jcn -suii

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10VOX r>.:r.x-'.-o.^ vc-i-U -uJ;, oxa

.aoidirfij J nc Xix oubo :l-; It 'jrnt-ifJttjBCeb r r: '.oix£j

•'^rt ^ 11,^0V 0*iJ ‘ b.Xf. , CXJeX, .^j:; f>i:^ ' X

Tiivtfco c lX SvX'xc^,oX .TX&ixlqrxiti Sj:.noi^£Tnijj(j' n\,i

B/J tCXtTx'^ ^V-' O'!/! ilcx. '.r >.x j , I,':rioi,i‘^.rL'bs o;rc .i*r.r: ; , :j bx'js

rrerj-o r»nis 8SiXivixr;.o .u.-ioi'xaeltoxv^ a., U'iw.

»i.

- 90 -

which aid in tlie scholastic advancement of the individual.

It is the purpose of these pamphlets to convey much of the

information v/hich is contained in the catalogue, but in a

more brief and attractive manner. These are really neces-

sary to a fairly complete understanding of the educational

plan on the part of the average boy, for the college cata-

logue is generally so uninteresting, voluminous, and tech-

nical, as to discourage the average student from reading it

before he begins. These pamphlets, with their short de-

scriptive paragraphs for quick and easy reading, and their

illustrations for interest and comprehension, fulfill a

need and aid greatly in the dissemination of information

pertaining to a given college.

The athletic pamphlets are \7ritten chiefly to

convey to the reader the extent to which the college en-

gages in the extra curricula activities. These, of course,

are written in a different style than the educational pam-

phlets and are generally profusely illustrated. This type

of pamphlet is usually more attractive in its appearance

than any of the others simply because the nature of the

subject lends itself more readily to a more sensational

make-up in regard to both pictures and subject matter.

Tlie vocational pamphlets are written from an en-

tirely different angle and for a different purpose than

the other two previously mentioned. These pamphlets des-

cribe the various working plans available in the univer-

sity, part-time employment, co-operative work plans, a.nd

\o -j r.i Z>if

o *- rc . r;.-. 'r w ioo cj -irv • - io .:•.. o:--«., {•:’> aj jI

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c atl n> aT^y ;..x-*ieo- ..;•, lei Ic

:o e-jjJjiii :, i: ..m/rot-o« Yi-:i3ia r/zY 'Jo . ,/ ic. itsiC

j r u. o-iom 'lisan guuiI ^cuidt i

o ^.5>L0 >j L.-.l --; 'IU ‘ i Iq iiJ'OC! V.I I'TS^ST nX Si.^'~3-

• - nc'c': 9T£ aiiT

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-J5»i ’j£l.rij-:q ;cr.'.. iro.l^:e' \. Ci.'oIy«T... u’.-j T9iU o erid

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- 91 -

aluinni particijjation in industry are all featured in story

and pictures in this type. These pamphlets are very valu-

able in that they carry an appeal which is very strong at

the present time.

A discussion of the preparation of these from

the viev/point of the subject matter as well as the psycho-

logical factors involved is very important, for these two

factors, if not properly handled, v/ill account for the

failure of the most elaborate booklet.

The pamphlet is written with the purpose in view

of making it so attractive that the prospective student

will read it, and by so doing secure the information which

the college desires him to obtain. High school boys as a

rule have the tendency to thumb through a piece of litera-

ture in a more or less perfunctory manner, reading various

excerpts here and there in order to understand the meaning

of the article in as short a time as possible. It is nec-

essary, therefore, that the sentences be short and concise

in tiieir construction. Statistics should be conveyed by

the use of bar charts v/hich are easy to understand, a.nd re-

quire a minimum of time to read. The English should be

grammatically perfect, and be free from high sounding

words and phrases or technical language which may not be

readily understood by the prospective students, or the par-

ents ¥/ho have not had the opportunity of advanced educa-

tion.

It has been the author’s privilege to v/rite a

I. * I* _ wL

rtl bdTTUi'Ast XI/^ uTi; >£trd-««Jyii^ cfi noXteo i iamuU.

aitslilqnecr 111 n^zu^Qlq bnik^

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owf s^esUt *xq1 ,XxiB4ToqiRi ^bt ii^TioTai iisar^cU^i•*" * ^ ^ if

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->•*19411 »©9lq « ;^ii0^ri4 dmuii^ ol \ah9X>nQ4 odl sviiK iltri

«aol*xa7 gnilKsoi ^laitnam a^X :co aionr 0 nl ftf'tiii

3>niii88fl! ©££4- bncxmaprtf o4 TeJbio al »i8d4 Xtr* ei^rj aXqi^oxe

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OEionoo l>afl Stodn ©tf a©oaa4a©a exit 4“xul4 ,©*io'ie*iari4

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©I i)jTB ,hnfi48y9^iiu o^vT^aas 0x6 xls>jri(ir,.,fi4TJ9xio xed ^0 e|xr .©xUi

9d Jbluoda xibl^rdt sdr^ o4 eai:! 1& xm/minini n eiflixp

gnlbruroa dgirf -iPat. ecxl ©d .feiUB ,4c0X“X6q “v:Xi-8olia«B:fi'ia

©<f. Ion ©gex/grwl iBcXftrfoo^ to BoaaTdq l^ds sXTOfT

’«rl4 Tb ,e4rieJ&*j4B ©Ti4c»oqpOTq &il4 fcoo^aToJbnn ,

*BOJ/fc© Jbaoxi^Tlis *10 't'^lnuJTOqco eiU tx&d sott eVad o^v a4n©''

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w ,mUP e4'l:?fr o4 ©geXiviTq s*T04djJU=* osdX xtaed a«i1 iX ,. .-

- 92 -

number of pamphlets pertaining to the various college ac-

tivities, and aid in the laying out of a plan for many

others. The average individua,! has no conception of the

amount of time, thought, and effort spent upon these para-

phj-ets. It requires weeks, and sometimes months, to com-

pose a pamphlet or booklet which may be read in twenty min-

utes. Each Y/ord and phrase must be carefully judged in

order to be certain that it Y/ill convey the meaning, a.nd

have the effect upon the reader, which the v/riter desires.

The writer has spent hours upon the construction of a sin-

gle paragraph and days upon the completion of a single

of v/ritten material. The reason for this is that the ar-

ticle must satisfy in form, construction, content, and

psychological aspects, the prospective student, his par-

ents, and educators as well. Unless it accomplishes this

it fails of its xjurpose and is likely to cause a reaction

against the college on the part of one, or several of the

groups mentioned. The average individual seldom judges

an article from the point of view of the people to v/hom

it is addressed, but prefers to judge it and its pub-

lisher from his ovm point of view. Thus articles which

are often intended for one particular group are roundly

criticized by the members of another group vvhich may be

more higiily educated or possess a different outlook upon

various subjects as a result of different environmental

factors. These are the factors then, which ma.ke this

type of writing a laborious and exacting task.

I

V m,'i

-oe s3«i.Xoa auofieT^ 9<» £.-ft!if.;#?9<. flJSJWvu*! io letfim/fi'

¥

XOAot Ta'i rtsiij a *ib oi f>/e jof[Q sPiJivii^

crlt to no-i^^.^oi»oo o/r p*ii isj^T Jiattto«

-ffjsq ixiojU ttOQir j-da^a iioti© l)«js ,di^yctxLf tdv/si/pc»

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el^nl^ ft to’ oto'iiej^coa odi nogu s'^ Pfta jjia

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‘i

aes^ot m!jl^9 Issihl'vjJbiii e:^ai9rs, e;iT ' ,JS)Ofioiinafii B^JiO-ia

dOifr ol(<oe^ to vqJtT lo taio^ oxCi aotl eXajtj“X» na

-c'lfQ lii b'cjs iX Oi, .arolati ^ao •JI)908ex&X)a di ii!.•-*••^ , 4^ ' r*

«r

xloXil'ir aqXo^xa BtfdT .iiffilv lo 4^dlo<^ awo ftixi moxl xa49 xX

' vX^HMOx 01s ^oxs xaXtroXx^aa :rol ^Jboijdoicii fioilo 01a' ,, V

od tio^4.rr (ipo^z-^ T:&iiiona io v.oi 0aa<XrOiix7a

loqxf Diooliuo a aaeoao^i to X>diaooM ©toa

Xai vi^^taflot

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«Xdi :!olx‘-? ,i;©xli aloiosl qA^ qis ©aeir .stoXoa%

.^t8si f-aiiosxc 5o§ a'/oltocteX a ^aiiifrvr' lof : .

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- 93-

Psychological Factors

The various color combinations used in the

jprinting of these pamphlets have much to do v;ith their suc-

cess or failure as advertising media. The use of color is

dangerous unless it is judiciously and conservatively em-

ployed by the college advertiser. Color may be employed

to attract, or it may be used to convey the impression of

cheapness and instability.

The v/riter does not intend to discuss color from

the accepted viewpoint, but rather from his ovm experience

in the use of it.

Formerly the publications of the author’s Col-

lege were published in the conventional gray, cream, and

v/hite tones which had been universally adopted by college

advertisers. The use of these subdued tones was resorted

to simply because the colleges were of the opinion that

the use of color wrould destroy the conservative attitude

and the dignity which are associated v/ith institutions of

higher learning.

The use of color received its first test in the

college catalogue. In an endeavor to make the catalogue

more attractive, many of the colleges ordered it printed

in the colors of the college, insofar as the cover page

was concerned. The color red, which is the most wmdely

used, has been found to possess a particular attraction

for younger men, and in addition stands out more clearlj'"

than the other colors. It is more than likely that a red

t u ff.

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v/ TcIo^R'lo aair ouct ^critti^rev^ an o'li/Xio^ lo-aaeoV -

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.r. «'il Idal citi 60© aeeiKiBdA©.d

noT'X loXot aaxrtsxi) ot .bnatnt ton aaofe Z9t I'xw tsST^m

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• - .tt ^o^Pey oilX/4iX

-ioC e'lojd^jx* lo aisoiX'^oiidiJii au^ ^isano^

i)iLo ,ufaoi© ,^6ci8 X*rioii£iovfToo aAt ai t&dalldu^ ,aia»r 030I

sgaXloo ”^d ijolcjobc xli-eaiarlnL' nood tad doiri4 aonct stidw*

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3. '>1

bajioeatr aauoi* bawlidixe oi»a»iX lo aat/ axiT .iiag'iXipvpa

t£sit rcox.ixqc adl *Vo sio^r 8a3ai‘iot/. odd aoiXaoocf- ot. ^ ^

otistlttM 3 Vil£v.i: 9 B foo Bill tlijoyr icXoo- lo aev oxtt'

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lo ancltsititaui dtXw fraJaloosas 010 xibldu* xtla^lb arCt JbM

#>rfl fxX Xo»x daitl 8^i barlaoai 10I00 lo aai/ axiT

©i/SOlfiXiiO ad;t ot lovoafcna xiij^ al

dOdnJtiq tl tezBino ao^^aJilco odt %o 'cisaa ,av ij- 001^^0 ©*ioxrL

iavoo>€-^ oju x^loeci , 9 |)6 iXot \o aioioo oiU- iU--<±. ^

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< > . .

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•y^IiBaXc aiom X^i/o abrta^s Gold-lbb#. cl bd». ,it©Jn la^nifox, -iA

bei 0 isrlt xlaill stasit &j.om ax tl* ,aioXco lando sx£3’ lUBiit

.< . .

- 94 -

GOYered catalogue 7/ould be the first selected by the pros-

pective student from among a group of other catalogues

printed in the more subdued shades. It is also possible to

form striking combinations throu^ the use of red and black

and red and white.

The college catalogue has long been known as a

listing medium, but has never really been thought of as a

selling medium. These are printed at a large cost with

the college realizing little or no advertising value from

them. The use of color was the first step in their im-

provement, and the use of pictures will be the second. Be-

fore another five years have passed the college catalogue

will be combined with the picture book and will be rated

as one of the most valuable of advertising media. The

author bases this theory on the information he has recent-

ly received from one of the largest printing concerns in

Greater Boston. He w/as informed by the representative

that two of the largest colleges in Hew England were plan-

ning to publish a combined catalogue and picture book next

year, and that the college representatives v;ere now en-

gaged in laying these out for the printer in question.

There appears to be no reason v/hy the catalogue should not

earn its way in company with the other publications.

The writer’s College has been using the color

red as the basis for its color combinations. One of the

greatest problems in the use of this color is to find a

shade of red w'hich v/ill be as lively as possible consistent

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noit£9i/n oi TodnX**^ odd toj Soo ©oedd gniyol ni dogag

^On dXijo43 OifgoXadO’C^ odd xy£\r noeaox on srf o4 oTso’Q.qa' oiodT

.^noXdaoXXdJci Toddo odd ddXw ^^nonmoo xrX adX mas,’ n.:l

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ToXoo odd Bnis-n-ftftfcd ynn eaoXX«X> a ’Todiiir ,©dT '

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- 95 -

Y/itii good taste. The writer found that the only v/ay to se-

cure such a color was to have the printer lithograph sam-

ples of paper until the shade desired had been obtained.

As a result of this the shade of red used in the pamphlets

published by the writer’s College possesses an individual-

ity which makes them stand out from among the shades used

by other institutions, without 8. sacrifice of dignity or

good taste.

The form of the pamphlet is important. In the

first place it should be printed on a size paper which can

be handled easily by the reader. Pamphlets which are not

printed in the customary manner, and in which are employed

various tricks of make-up to impress the reader with orig-

inality, are not a success. Tlie cover page should be so

attractive as to create the desire on the part of the pros-

pective student to investiga.te further. If the cover is

attractive the insinuation is that the contents are attrac-

tive. Tiles e should, of course, carry out the thouglit

created in the cover design in order that the prospective

student shall not become disappointed and lose interest in

the publication.

The type of x>rinting used should be plain and

simple, and large enough for easy reading. The use of

small type causes v/hat may be knovm as a reader’s resist-

ance, in that it gives the immediate impression of heavy

reading. The writer is of the opinion that there should

be a picture inserted on every page of a given pamphlet in

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-96-

order to orea]£ up the monotony of the type and retain the

student’s interest.

The latest trend in illustrated oooklets is

known as the "bleed off". lTnde;r this system the pictures

are printed off one edge or several edges of a page. One

of the advantages of this system of printing is that the

pictures can be printed in a larger size than ordinary,

and still retain more space for the printed material. Also

it constitutes a deviation from the conventional, a.nd as

such piques the interest of the reader without conveying

to him the impression of a striving for too much original-

ity. The writer has just completed the copy for a 26 page

booklet in which he has arranged a tota.l of 75 pictures.

ITo two pages in this booklet are alike in respect to pic-

ture layout. This means that the scene is always cha^nging

and the reader’s interest, therefore, is not allov/ed to

v/ane a.s he progresses. This pamphlet is to be printed by

the offset process. Under this process the pictures ap-

pear in soft tones and the result is very pleasing to the

eye. Harsh detail is removed and a rich tone is imparted.

Tlie dignity which is so commonly associated with such a

type of printing more than offsets the tendency toward the

modern style of the "bleed off".

One of the most important problems confronting

the advertiser in the composition of a picture book is the

tendency of the camera to exaggerate. It is possible

through the use of various lenses and special equipment to

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- 97-

make unattractive objects appear fairly attractive, and

small objects large and important. It is not a good prac-

tice to attempt to dress up or touch up pictures because

the prospective student becomes disillusioned upon seeing

the scene in reality, and loses confidence in the admin-

istration. Because of this reason the writer is constant-

ly guarding against the desire to have the x^hotographer

take the picture from the most attractive angle. He also

never employs an artist to touch up a picture for publica-

tion in the fear that the prospective student will notice

the fact upon seeing the scene face to face, and thus dis-

credit the future advertising of the University to his

friends and acquaintances. It pays to be honest in this

respect as in all others, for while there may be an ad-

vantage gained momentarily, the day of reckoning inevita-

bly arrives and much good will and confidence is gener-

ally lost as a result.

It has been found by the author that the average

hi^i school student is much more interested in pictures

than in reading material. It is, therefore, a profitable

practice to insert as many illustrations as possible in

the pamphlets which are to be published. These should be

printed in as large a size as possible consistent v/ith

proper artistic procedure in order to bring out the fine

details which are oftentimes lost throu^ the use of

smaller pictures.

The pamphlet or booklet is becoming increasingly

riwOf-'vO^ &T1..J 0jL!T#^4»f. j r it-??i'

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-98-

laore important in tiie advertising program of the average

small college. The returns in most cases justify the ex-

penditures. The author recalls a pamphlet which was

mailed to 30,000 high school students shortly after their

graduation in June. The University received 1800 requests

for information relative to the Gollege from this one

mailing, and approximatelj?" 40 students on this list later

entered the Gollege. This, of course, does not happen

every time a pamphlet is published, but it does show the

importance of a good pamphlet v/hich is properl3r written

and properly timed in its mailing.

Secondary School Advertising

There are very fev/ colleges advertising at the

present time in hi^i. school publications. The chief rea-

son for this is probably due to the fact that it is very

difficult to judge the effectiveness of this media in the

influencing of hi^i school students. This type of adver-

tising is expensive and requires the full time of one in-

dividual to properly administer it on a profitable scale.

The writer has had the privilege of directing this t^^^pe of

advertising for his Gollege over a period of the past five

years and fully believes in its effectiveness, without be-

ing able to show actual figures to prove his statement.

V/iiile it is true that accurate records of enrollments by

high schools are compiled and compared with the adver-

tising expenditure for each school, it is not possible to

exactly point to this advertising as the chief reason for

iwym.

©§o‘tOT4R Qd^- '•ft ins-rad'i<i gJUai^tevlwa saU’* tti ^nn^ioqpiH orotA^ a

r-xo stft 093ecr d^iiect rfi t)jiT €»b^»XXo a Xla^aa'i- \*1

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lo ®qxi Eirtf e^^cXXifl’Bji axii i»j&d «^4 &£CJ!

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.inojaeiaia aXrC wvc'iq oi aaTcu^iil: Icifiao woda o4> oXdA

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-99-

the enrollments. The writer inserts advertisements in ap-

proximately 275 high school publications, including year

boohs. It is planned to discuss the newspapers, magazines,

and year books in the following paragraphs, chiefly from

the viewpoint of their cost and effectiveness as adver-

tising media.

The high school newspaper is perhaps the most

desired of the three, from all viewpoints. The newspaper

is read by practically all of the student body in the av-

erage high school chiefly because it is inexpensive to

purchase. All advertisements which are inserted in this

medium are seen by the readers for it is practically im-

possible for them to escape detection. Therefore, the

name is brought before all of the readers. To be sure

many do not read the written material, but the3/ do see the

name, which is important. It is advisable to insert as

much advertising copy as possible in these advertisements

on tile assumption that those who are interested Y^ill read

it, while the others will look at the name or general

outline only. Ttie copy should present the courses of study

offered and any salient educational features which are

available. These are generally enou^ to pique the stu-

dent interest sufficiently to encourage him to v/rite for

more information. The advertisements which are inserted

during the months of September and October, and April, May

and June are the most profitable from the viev/point of re-

sults. It is during these periods that the hi^ school

/ r'r-v.

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'£ol s^XiTr c" -r.i »^r.zuozns o.; -i j-nelGinue J:;.,d

^9J1©3aX ::crtr©3Xd'tt7jb£! 9n’^ ,'^oiS£o:zolirr si©.-!;

t-XiuA X)f*.i ,T^doXoO ^iva Tediiift c;o£i it i 'v^acci 9r£+ AmHiiuX)

~?T '^o Xfiiuqw9Xv 9x{i /ri7'r e.frfs.tX'XoTi’ Xao.-! e.iJ t?!.; ^fiuL.

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lor < top, Qfi-t Xs.IX eXci-i^q tr.vrj »rriTuX sx jt ,a:^£iie.

- 100 -

students devote more time and thought pertaining to colle-

giate selection than any other.

The size of the advertisement is important, for

it has been found that a large advertisement is more prof-

itable than a smaller one simply because it is more easily

seen, and carries more prestige value because of size

alone. The writer has found that a two column advertise-

ment seven inches in height is the best size possible from

the viev/point of cost, advertising value, and the size of

the hi^i school paper.

Many of the high school nevjspapers have been of-

fering tiieir advertisers additional space free of charge,

in which a story pertaining to the college may be inserted

in story form. In the greater majority of these cases

pictures are requested. This practice is growing in pop-

ularity as the competition for advertisers becomes more

intensive, and will soon be a popular feature in practi-

cally all of the hi^ school publications. Tliis, of

course, is the service principle as applied to this type

of publication.

The cost of this type of advertising varies ac-

cording to the school and the type of community in which

it is located. The writer has never been able to deter-

mine the basis for hi^i school advertising rates. Ee

finds small schools charging hi^x rates, and large schools

small rates. There appears to be as much difference be-

tween rates as there is between individuals. The Eew York

- ' •**' - . j.»f.

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rnoil s^.:;- ,,m; c.ziG eni ai ’

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j.,y 9 ir iii;/,

c .:.QCiic>Q ^id oiiJi

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a&iXSV lo 0<i\^ *lo :.

.i:!‘tv ni vj.i;i»iWOS tc S«-W '- -J i W( ivc.ite OJ. ani..-.,t

-"s tsb 0.? fXdj, ot>*u; U'van ai>n' :isdti»

V:

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- 101 -

scJaools charge much more on the average than the Massachu-

setts schools. The Connecticut schools are also noted for

their higher rates in this respect. The costs for ne?/s-

paper advertising have been reduced considerably during the

past two years because of the competitive factors which are

increasing yearly in this respect.

newspaper advertising is not only valuable in it-

self but it creates good v/ill among the principals and fac-

ulty advisers. This is especially true in cases where the

principal or faculty adviser carries on the correspondence

v/ith the college. The author very seldom refuses to place

an advertisement in a high school publication which is

under the direct charge of the principal or one of his fac-

ulty members. The loss in good will which is suffered is

too great to refuse. If more of the principals recognized

this fact they would carry on the correspondence with the

University in this respect.

Many of the larger hi^ schools publish magazines

in addition to newspapers. A few have concentrated on this

type to the exclusion of all other forms of publications.

The author does not consider advertising in this type of

publication as being particularly profitable, due to the

fact that the advertisement is usually ’’buried” in the ad-

vertising section, v/hich is generally located in the back

of the publication. Tiie author attempts to place his ad-

vertisements on the back or inside front covers if possi-

ble, even if the cost is greater for this space. Adver-

: t'

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-&ij. o'tX nl •; :;i 9i;U

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ir^

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- 102-

ciseiJients which, are so placed are considered more valuable

for they are more rea^dil;/ seen and read than those which

are placed in the regular advertising section. He is at-

tempting to eliminate the magazines as rapidly as .possible

consistent w'ith a minimum of loss in good v/ill. The rea-

sons for this are that magazine advertising rates are

slightly higher than those of the newspaper, and are less

v^idely read.

Year books are considered a very poor advertis-

ing medium by the author. The advertisement is prenticall^/

lost, for it is seldom seen. In addition, the cost is gen-

erally very high. These advertisements are carried for

good will purposes only, and are being discontinued by the

author as rapidly as possible. In these cases the addi-

tional funds are being apportioned to th'e newspaper publi-

cations in the same schools.

This type of advertising does influence many

students indirectly in favor of a given college. This is

especially true in the cases of the smaller and less

widely known colleges. The smaller the college the more

it must advertise in order to keep its name before the

public. Advertising in high school publications aids in

accomplishing this by bringing directly before the stu-

dent body the name of the college and the type of educa-

tion offered. Many' times the average student, who be-

comes accustomed to repeatedly hearing or seeing the name

of a given college, may ultimately select the college in

X-

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- 103-

question because he remembers he has heard a lot about it

and as such it must be important. Individuals as a rule

distrust a product they have heard very little about, and

even though it be of the finest quality, prefer to pur-

chase the well advertised lines of merchandise in its plac

The same res.soning v/hich is applied to the purchase of mer

chandise is applied to the selection of a college in many

instances, and in this fact lies one of the chief reasons

for collegiate advertising, especially/ on the part of the

smaller institutions.

Scholarship Announcements to Principals

There is a nev; type of advertising which is prov

ing to be of considerable vg.lue in crea.ting good will on

the part of the hi^ school principals. This consists of

writing a letter to the principials in which the scholastic

and activity achievements of their graduates are described

The principal is generally proud of these, a,nd many times

permits the announcements to be published in the alumni

colvimns of the hi^ school papers. These letters really

accomplish a two- fold purpose in that they please the en-

rolled student as much as they do his principal. Men who

are elected to high offices in activity organizations or

who are chosen for membership on the Dean’s List of honor

students deserve as much credit as it is possible to give,

and this form of advertising accomplishes this in some de-

gree. Trie average college student feels that his former

hi^ school princij?a>l loses his interest in him upon his

’Jj -cm-' »l

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ft tuorf^ to I fi htBod.Qfitl od VaAXJS»9d, aoiijaeup,^

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bna ttuoiSa oLttil busert ©T4RJ X'^dt toubo^q a tQinttilb

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»»OflIq,. ©axljnarfoieifl. 'to oenlX b^tt^ioYba IJtow ec^ 98«ilc

-tom lo oo^ilotaq axfi^ ot bellqqA si iScifftr an^ttpeuafe? aaiea odi,fef

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%.i

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'f#

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escii^ xixiiin baQ ,oa©iU- lo baoiq x^Xetenoa al lsQ.ioai:f4

inauiXe oi£t ni ijorfaiXtfjuq ©a o,t adtnam© oaoooas ©Jlil' a^iroxoQ.

' Xl-noi etai-J’si. ese.iT .ax©^a<x -^ooffoa c^Jtd 'to arusuXbo

,-'«9 9dt eaaolq \od^ tadt nl oeo<jXi;q blo\-out ^ dallq^ovoa

odw noV . Ijuqtoaiaq ^Xd ob x^dt ae rfciic ao Snebsjta i>eJtlo7

to 3noi;J'iisituaaxo eooil'io, bod'osl^ oxj8

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toner! ’io telil a’cuioQ no qXiatsdaiofli tol oaao^ ©xn o4ir

*1 t .‘

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tJi•-

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-104-

graduation. The fact is, hov/ever, tha.t the average princi-

pal is very curious to learn how his former boys are pro-

gressing in college, and is more than ax3preci active of any

information which the college may send him in this regard.

The author writes approximately 275 letters each year to

high school principals in the carrying out of this plan,

and receives letters in return from approximately 20 per

cent of these men who are eager to receive this type of

news. The author quotes two of these letters belov/ in

order to give the reader some idea of the value of this

plan.

”I wish to thank you for your kindness in send-

ing me the information pertaining to . It is a

source of delight to me that the boy seems to be making

good. I believe that he will continue to do so. We have

had a letter from him here, and he seems to be quite well

pleasedand satisfied with the school. I published the in-

formation concerning the boy and how he is getting along,

as we have a follow-up system here in the high school

Y/herein Y/e keep, to the best of our ability, a record of

our graduates."

"Personally and officially?’ I have been quite

happy to learn of the success of and ,together

with every alumni of School. Your notifications are

alv/ays appreciated, particularly since it gives me the op-

portunity to v/rite my own word to the boys who have

achieved. "

• J.r

LV.ii.

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- 105 -

Press Bureau

The Press Bureau forms a very vital part of the

college organiza,tion. Its main function is to collect and

prepare the news pertaining to the college activities for

publication in the nev/spapers, Tlie members of the Bureau

collect the information, write it up, and send it to the

various papers with vdiich they have formed contacts. This

practice assures the college of the publication of more

articles than would otherwise be the case were the nev/s-

paper forced to perform this function itself.

In addition to supplying news articles to the

larger metropolitan papers, the Bureau also writes arti-

cles pertaining to tine individual achievement on the part

of the students for their home tovm papers. These arti-

cles possess great advertising value for they not only

please the parents of the boy so honored, but his friends

and relatives as well. If the boy happens to be a member

of one of the town’s older and more influential families,

the advertising article possesses a still greater value

and has a tendency to influence the entrance selection of

the particular college on the part of a great many others

in the town who assume that whatever is done by the mem-

bers of this family is tine proper thing for them to do.

The Press Bureau also forms contacts with the

magazines in which faculty articles appear from time to

time. It is the duty of this department to edit these ar-

ticles and put them into the proper form for publication.

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I1

'

9jd4 %d Gccb Bi T€*vels£fjT l«cLl amJB&z o/iw owol oiiJ si

,ot> 01 m«i4 snija- t©(joTq siCl si xiJtuuiT aixt# -le ero^

o/il jfliir aioBlifcj^ «i>nE^V oaii^ Aao-rAff ©tfT ^’S' ,j

01 eol^ <^0^1 GoXoiii# >clXi/ 04il d^ixitf ul apnlsjs:^6si*L* .

-:ia eesxll insiRl'x^a^asJb ?liil To aril si il.

.rfoilBOlXOi/ii :ioT mol ’ts<iOT(j oiil oirtl «©41 1^ i&ii© aoioll

,•'?

^Ai k 1a < IUa^

1

- 106-

This department is in reality a service organiza^

tion for thd papers and ma,gazines v^ith which it is associ-

ated. Throu^i the proper preparation of the news it as-

sures the publication of a large number of articles which

the papers would not spend the time and effort to collect.

The expenses incurred in the operation of such a depart-

ment may be charged to advertising, for this is its chief

function. The many thousands of dollars expended in its

operation are more than made up by the advertising value

of the articles v/hich are published chiefly as a result

of the efforts on the part of its personnel.

-li

f

-liirjiaTo,90ine» a xHUet iii at JnemrtBaefi o/rfr

-loo2B£ ai 4tiw aonljss^o hae '

-Ba Ji a*^„ sxij. ^0- noi^«£5a,5 aaqoT« odj -tsaoiril'' .toJarfolri» MXoxJT« -io tatfBun aaTisI « to noitapjUtfi/® odl asiua.

• JoaXIoe oJ iTotto t,na artij,•

CTA b' J55 r^^.f f __ ''w_ - .^ - '-i«59b, 6 *«B W- aoiia««o 3iJ» aris,w64 «»aw*# ejff

'''

'

l9Wo' ,ot ,39iamorb. co:"

a#i n# i>ebp,«, aiaxxafc atic.ooXt .-,>iVcrulBUli'7 «nl3it,eYfc. ^ 9300 3,a n0iJ43640

^ sa xl-U>Uo boifciid^ 89loiW *dJ to.l»nx.‘0a3:9(^ ati »(, ataotta od3 Ic

» A- -

t »

I J Fi 'K

CHAPTER IV

1

-107-

SUIfllARY

5ifectiveness of Present Day Advertising Methods

Tiie advertising metliods of the colleges today

reflect in a great measure the times in which v/e are liv-

ing. Before the event of the depression in 1929 the uni-

versities were "being operated in more or less of a tran-

quil manner, with the student bodies steadily increasing

year by year, and the tuition bills being paid in full ond

on the da.tes specified.

Since that time a vast change has taken place in

collegiate operation. The administrators who had never

before been called upon to make decisions upon which only

a fair degree of success, or absolute failure depended,

were in a quandry. There v/as an event happening which

they had no idea would, and for which they were not pre-

pared in most cases, to cope. Something must be done, and

done quickly, and they turned as if in one accord to ad-

vertising.

A great deal of tiie promotion of the past three

years may be termed as being that of the panic type. Ad-

vertising paJTiphlets and booklets of every conceivable des-

cription were published in rapid fashion in an effort to

induce the student to attend a given college. Only today

there came to the author’s desk a broadside pamphlet v/hich

was published by one of the leading "Bastern colleges.

This pamphlet may be listed in the panic type of litera-

ture. It v/as printed in one piece, and was so arranged

A'

A

J-:'

,Y'-

-voi-

'• YKM'irja

Bjjo^aU arflQ^;tTy?f>A ^Jta Sae&oft^ ^.f

eo^e^-Coo oiii^ to ciborfi^eft? j^ftiai^^rresTfcrt oiiRr

-Ti £ 9*5©. 9w rfalrity fti esaii^ f>r£t 0Tti/9£9Ci ;^b9t2 ni ^ooXls^-

;,>’!

“Iffif oxC^” rrl no|ae»*rq,«l) 9:t3 lo J’ffsvg 9xti er>.otoE

-ftarti' j> Yo ageX iq e'lOin ni Jje^isiaqo sitXatf ©new a©i,tisTeT ‘

Snl899tsni 89ii>otf ^nefitr^a 9ii^\xtivr .-liMinija^'XXjJi^ ^4 •

iXvi rti btsti ^R£©tf QXlicT noi^iirj erf^ baa ^

,beili 09<i8 Bft^jsb xs<^,

.Ai

ffi dOfiXq^ n©2Xa^ a^it a^rtari© J^eay a -taiiJ ©oaXg. •

''v)i*fi'

...

'icTsit bud ujfMT ST0Xaa<feXiiirtUw9 e/iT .fioX^ai9<iO oiaXaoXXfe " ^

'\CXfio doixlv no^ij ecoisicob saLsrc? o^ ffo^iu baXlso rjaerf ©ToXad,f|

tbebnaqeb oiaXtaY ©IrXoada -to ^Bteoara to eorz^eb rt^t ait*

*

rfoidj^ salne^^ad ^n«v-> aa aaw ©ladY .labnaup « ai ©taw

- 0 *rq ;^o^ oiow Y“xLX doldir toI b:i& ^bZs/ov A9bi oa'

' *^ ' '•

baa <9m>b od d^nan ^chfXsmoS .©Qoo od ^oosas leout ttX be'xa^

-ba o^ b'i09ffa ©ao fii Yi aa bema;f ^arO- bns .yl^Colup ©nob

' ' '( ' ^ •.•,,•» .jjDiaXXTsv

90^lQ 9 d^ to noX^fomo'rq ^lo Xssb A .

-bA -fiQ.YX ctit»i 0!(S lo &cdt ^ted qs boamoS oq '^^BJtt aisoii

-aeb dld^viaoaoo 'to e^fal^loocl bsifi ad-eXdqijssq saiai^ttsv

0 . ttoH© fta fit jtoX.'ia©! bt(^67 at bodatXcfxni o’lifW aot^ot^xo1 \ 1^;

'

t

YBbot itiaO ,esaXic;© aovig .a bciuite o^ 4^c©bada 9 *it ooabut ^’ '^ H .

*

'''*' Jfdo^fiw i&lsijiltssEq oblabBo^id s ataob b *iosUsja od^ oS aiasd aa:o.it ' /tf

**

^'* 'W

.093pXXoo n-id^oeS stiiboaX etU to ©no \:(f bedaiXtfw^ Ww-<n8ttX to otfuj^ sdi at bot^tX 6d -^ fslxbijmii aiily ' '

*/ < .' i, . X

bo^aqi^Ttr^ 08 83W bfljQ/^aootq ©aoiti^ bo^akzq, „!sTa;t. . . N- ;. ' 13*4 »

t

**')*.-)ii"

-108-

tliat it could be used as a self mailer. The printing cost

totaled ^475 for 10,000 copies. The university which pub-

lished this pamphlet will, in all probability, not be

proud of it in a year from today, for it certainly does

not convey the impression of the dignity and character

which this fine school possesses and ri^itly deserves.

The average hi^ school boy is being literallj/-

"bombarded" with so much of this explosive and hi^ pres-

sure advertising that he is beginning to pay less atten-

tion to it as time goes on. Many of the college adminis-

trators are beginning to realize this a.nd are even now in

the process of slovvly changing their advertising policy.

V/ithin the next tv;o years there will, in all

probability, be a reduction in the number of advertising

pamphlets mailed by tlie average college. Instead of send-

ing a large number of inexpensive, hi^ pressure fliers,

the colleges will mail a fewer number of high class pam-

phlets which will be better printed and more subtly com-

posed from the viewpoint of subject matter. These vdll

constitute such a change from the present t^rpe as to exert

a distinct impression upon the high school student and his

parents in favor of the universities which adopt it. The

advertising budgets, hov/ever, will remain the same, or per-

haps they may be increased in many instances.

Tiiere appears to be no hope of a return to the

older methods of advertising and administration, for the

college administrators have become thorou^nly modernized,

• -^OX-'

ieoy 3i3jL;tniTii eHT .’Teixac' 'tXa« a sb^ /^qba/ bXirooI « T

eiVT ,fieI^oi> O.C<>, os Xjol*

-'

,

«d ^oa Uirfu!cro^<i XXc ni ^IXlV i^exXsiX-

nsob Y:Xn>»#i30 iX to It \icebbvt «an:T ’ia.9t c fli il ^o'bjwoTq '

-

Elf" 'tTe^Of.MrfQ ijca e*i^ la noiasST^mi ©ria \jivfloo>Xoi3i.'^ »

,»V' ^ y j... A pfi^.eovTeem iifus oeas^ueo^ JLoodoti 9nll doldsi

’’

* Cr *• i

gnXocf Bi ^ed iooUi« rsJj^iiX sai;^©v^e ©ii*]’‘

-saT^: d^lri bSLB SYiaoX^j:©. atcit lo *;ioiiC oa, iaii^-^babT^cioodP

I r 'f

-fidtfXfi 089

X

ot ^.jrXn.itxsed aX v<j^i 3«|»iXT©vbjB

•ai£il£tbj5 ®;a?^Xe>o ©;i^ ^obK .no seoj ©aib^ djt oj* fioixvVi

f,x woa fi©v0 ©jc* ti£a ©arXe^i. o;f S>^Xxt/iis©dt «>7o

.’icllijt^ ^^iei'XT©^’!-© T<J;;©i£^ jii X^njSLj^o; tjXvc-

*

10 ^aopo*^

Ila niy ,Xii?af eTcrft, btpp^j pwjj- ;fpafn ©fl4- axiiXiW

SCiiei^.i9v;t>^t *!to tcdpujn ?dd ni ©oi^ oxtJbsT, e sd .TC^iXidpddrp,

-bnoe lo' bas/ar^T' ,©3©XXod aaPTsv^ "^cf hpJXBE s^oXiX^iia^

Stt

tBiatn ©l4ie»#.tq ^©Yiexio^Ti^fTX to iferfau/rt s^Tr-X «

-^iBq aaelo agid 2:o Tadai/xx Tawol j3 XXa« XiXw 8©aoXIop jexfef i;-;.^

'

. rff

^csof tX'^difs e*ro»« boa bsJttltq. ©^(.gXJUw rtox^w aJ.&JUiq, 'j

lilvr saeda • .Tailiifii J-oo^diip to d'Wloqiraiv exd^ .WTa b&ao4 ^^TSXO ot 9AX ISVXtfiiS'^UdO A siOiJ& \

aid bAa tneti-iu Xoo'li>a dglit Aoqr r.pla©OT<^«if

'

'5-

djtr .;fi .tqcb.« rfiixfjf eei^’iaTovXrui ©iid lo TOYB'i pl e^tiwjiuj^

¥

-13Q TO .ti«ua /Wii’ ni,<3/n»T Iliw ^T&vawoft ,ai^cj3ijiid

,B9oni .iBr*i YXi^. kt boa^oTOAb ed eq^il !^*SI^ if "i

atSi ob fftdt^dT a to eqcd op pcf o^ axseSL^^^^ oTSinlXi ^*LH

Tpt .aalSA'X^^ itrifibii bns aaleX^TaYba tp aJbo4^©a TopXO1'

ik

\

tbsalfjTobowi%X/^woTOxU ©mooed ©v^d oTO^aaiiaipiialwi ©ia^*^Xoo

^ I'-'• •

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'

•

*\ • j "|jiA 11*161

|4 -' , : :r. yi^ n' ' WfJtfl.iTIlIK <i'oji

/£

tjv *

- 109-

as a result of the depression, end have adopted industrial

methods and practices to a large extent. This means the^t

they v/ill never be content with a student body v/hich is

not increased from year to year. They are now possessed

with the ’’bigger and better" attitude and in most cases

have succeeded in educating their enrolled students as

well in this attitude.

The trend in collegiate selection at the present

time appears to be in the direction of the college which

will offer the student a scholarship, or the most fina,ncial

aid. .The colleges are partly to blame for this condition,

for they have used these factors to gain students. Within

the next two years scholarships and loans will diminish to

a considerable extent. In the opinion of the v/riter the

college is not a x^hilanthropic organization a.nd there ap-

pears to be no reason why they should grant free education

out of their ovm funds. Scholarship funds established by

organizations and individuals are not included under this

discussion. Therefore the author looks for a decrease in

university scholarships, as there should be, and the es-

tablishment of stricter loan Tlie great majority

of the loans granted at the present time are not secured,

and the colleges depend chiefly upon the honesty of the

graduates for payment. The writer has, knowledge of a uni-

versity v/hich sent out one of its faculty members to make

collections from delinquent borro?/ers. In many cases he

received partial pa.yments upon the amount due, but in many

t.

jC

’I-

--'•yH

-- y

..

Xei*t^<SA/^ttf be^<ioks sv^u* Ssti& ,fi&i6SBi:q[a|7 d^Iueiai B bjbi - '

' »

eafiaiD aiilT ^^aaixa b o^ aacJt^’CiiT'i fihe aboilisa

rsl i{ci-Cl7r' ^od £S cCtirsr ^fndinoo sd Tt'Tsn lliir

^dagaedoq won a*aa .tjbsx aioTcl i^atjjjs^oni: J’on' • ' -

30 Gi50 ^ 30 nj nt &(T43 »'T^i-9d £>nfi Te^aid^ ifpZi litiw

; a« e;^n9l)vtf 8 JhalXo-tae ni&^U' ^itxXaouJ&a «1 evBd•is; -

'

14

-'“V*?' f*

' v.ato#'i«a, BirW ,ia- xx8»

JR4'noo9'i5 'sdJ' ;^#^ iioi^osloB od’ai^alXoo nl fijxaii a4S *

dfSXrlw d3&iXcto edj’ la noitos^tli) crl ad- o4‘

,t^lojt^il d-aom IQ tQ,ixfgi6-£crios a J'nefcsfd'a sfi* isllo Xliw

,noiJ‘li>ooo si4i .eszsid dd 9U3 eesoiioo exCT, ,f)|i

tfKJ'4liffi

tiiiidiV^ dnod oel aaailt i>9 aA/ svaii 'l^X

ci Xli!ir bacojC tn*i RJi-tda^sZOidou o?4^d ifxdn oxW"

erU’ 19S iT\f 1<5 aoiixli|<j edi^ zf' ,*tt^^XB aXdsTaJbisujc^B ^

e*rertl l^na ne K*a?? injsgno a ^on si ds»-C4.oo. ^* no tfBt>iSb9 ad'll ' J’n/jTQ fcXwdtfa <i©di nceBBi on ed ai aiijaq.

’Cd. Jt)d4e?Idfi^^od 8i>m;l qtidataXo/foa .dbtwl nwo iJtarU lo->uo .*

ci/O* iaX>n;/ ftofei/Xoal don oia a-LsjdX/vltal i)iia aj3oidjfci'ifot;3id“ V

fit BB/j&ioab B lol diiooX loxtdixB »ifi etol^tadf .ttolsadoeii;.

-09 9 rid Ixid' ,eid l>XnodQ eiexCd dJB ,g<iiddiaXoi£c.a \5di8 'i9yxax/

B1V;diiot4qi Xaei® orf'^’ .ersXnXioq. aeoX ledoilda lo dnaicoiaXXda>I '--1 \ -> -

'

rLsinsos dofl 8Tt8 eriUd daoa©T(i diid Ja iiedfLsi^ enaoX sxld It *

1.

a4i lo xdasfro4 add no<j[j7 ^Xl*Xrft 6neqoX) ceaeXXoo sitd JbixjB' ^£ , "B

ixcxf d lo laxtrar 9/£T .inem^q nol; aedjBi/tfs^

atotr od aiodbran xdXiJonl edi Id edo dxio dess xloiiDr '^Xisiov*•4

. ..' •'

s4iBtanc '^nsut nT »eiewoiiq<f dndwpaiX&fe ^no-xl giccidooiXoo^

5

. • .

’, - r'

’idfiXfl fix dud ,9Ui3 dnuosiB odd noqu adxiocnGB^X'XsXditeiX M’vXeoqi^*

« 'i-ii. ...

J.I Ui, . li >..L. vlV '

> 4 l:>r

-liO-

otliers he v;as told that it was impossible for the borrower

to pay. The average college is loath to sue the delin-

quent because of the adverse publicitjA secured as a result

of such a procedure. They can only refuse to give recom-

mendations and records of the student’s work. There should

be established some sort of a central a.gency to serve the

colleges in a given district in the matter of the granting

and collection of student loans. Tliere is a need for this

but the author doubts if it will come to pass for some time

to come.

Hie competitive aspect in hi^.er educa,tion has

been the cause of many reforms and new improvements which

are advantageous to the student. Tuition and books now

cost less in many colleges, and the social expenditures

are considerably less than formerly. Course contents have

been improved and many of the impractical courses have

been removed from the curricula. The faculty in the ma-

jority of the colleges are nov; closer to the students, a

factor Vvhich promotes a better student mora.le. The col-

leges are paying more attention to the welfare of the stu-

dents both from the viewpoint of health and study. Hie

prime purpose is not to see how ma,ny students a given in-

structor can fadl, but how many he can pass by means of im-

proved teaching teclinique and special attention to the

problem cases. The colleges also realize that in securing

good positions for the graduates after graduation they are

aiding themselves as much as the students. These are some

-yo-Q«6H io2 ©itflu00ii«ii 0^ SmU bloS-anw o;:t Bi:e4-o*

-nLith Qtf'd cl tlSj^Qi ni a^elioc e:^inc*vi»

^ arj io*x^/C3a ea^pvb* 6jdl. lo

“tts>o£**c svxj^ od sev’Zoi xX^J<^ *iOrfT sOiJ^boDoru js ilcixa “lo*'*

" '

'

i*:'Mijo^ ,3f*x6v a lo sib'xao^ji. Ibiu enoila^jx«^

9M -VIOQ ol xons^^ I/Jtrixieo ^ to/lioa ow^u J5>a£%Xltf6lae dtf

1 ^

0xfl 1o loiiiiiii aJt ptavigi ^ ^a^izbsj^^ |

^irXl 10^ ^cori s oi axsifc .8<i«oI lo noid&«IIoc ijiie

if tett: CdSa xcl 01 onfoo iiiyr li ^Jt stdaob laiilixo cxn li/di

.a^ioo ol/T

1^'

aafi noilBoybo *i?>/:^|>cf‘.V-*

i lci»<ia« &viiii©qu'joq{ eifp

x[c iai/ airremevoaorri siifi Jbin^ i>awo%ox ocwap ofU naad_ _ ;

' '

.

’

^Ofi ssCooQ noiiiiiT s/Cl ol eff039islru3yi>j3 tiTiya

ddTriilibna<^^d I/slroc s:it brw v^i^oilcc '^^oan nt aceX lace ^

orsd si!^i^lnoo eexi/oO iustj eaoX xlcfjs^apJLanoo |xa

asBXpoo Xfi-pilcBx<2^i srvj* l!c “^^jcusis JboTcxij^otX itooo*

/

1

-act €>£il oiix .riuoiTiL'o aril moil jbsTomsi h^od

a ,sl<tolnjli ©fXj 01 leaolo ifon 0x5 aos^XXoo sx^ Ip

“loo 6^’ ,»X4i-i:op: luttfci/j’a lolled ^ afilorooic Jolxiw loloa^L

-ulB adi lo eia^Iow o4i, ol aoXlaoll© 91001 a^^ioX

Of^P bps, xflXji©c£ la laio<2^^‘^ oxil coil, .ilco dxx^Jr

-fiX ctevlg # alijex>xfl'<c nod bbb ol Ipa ttl oeoq^ii/^ omXni- '?

'-'(Hi lo artseci oast^ jiao axi xopm Borf luo ^Xlal iiso, xofpirtJ'^

ooiJiiplia XjiXotiPfi bnij ox^inifoel bbvoiq^f , I

' ^giTiiixooa £|i d&iXl aslXaei oaXa ss^olioo oxCT .^oaii^p nioXooi^f

Q*xa '‘^pxtl fxoXlBu^ais Telia «Sflajtfi?aT3 axfc? ipT aftoilieo^t boos^-

. f/.emoB B’zs oaetfy,^ ,9la»Jtuila oiiy as i{ox/a oa,ocuXtiafleiil s^tiXbJ^; ,

- 111 -

of the advantages whioh have accrued to the students as a

result of the rise of the competitive aspect in education.

Tlie competitive aspect has also had a marked ef-

fect upon tlie individual faculty member. It has made him

more progressive for he has been forced to revamp his

courses by the administration in many cases. His perspec-

tive has been widened and his outlook broadened by the

contacts which he has been forced to make with clubs and

organizations of all types for advertising purposes. He

has, on the average, become more appreciative of student

problems and aspirations throu^ his contact with them in

the various extra-curricula activities which have been

formed to make a college more attractive to the prospec-

tive student. The faculty members as a v;hole are engaging

in more graduate study in order that their institution may

profit by their achievements. In this respect one bene-

fits in the same proportion as the other. It is true that

the faculty members in many of the colleges have suffered

reductions in income throu^i this aspect. These reduc-

tions are to be regretted for they represent vital losses

to these men who have invested considerable sums of money

in their own training for the benefit of the college with

which they are employed. Tiie fact that the^/ are on a

fixed income basis which does not readily permit of in-

crease in times of rising prices, renders these reductions

all the more regretable.

The competitive aspect has been advantageous in

ci cidiit xfi iw aJtd zirot^^’x'K^ao luia Q/sdlUo^K^

-.XT^&rf fiV®ll jit^ldW QQ ItXi VB a liJSii’VHJO'-SlL&XQ SlloJtT/SV ft

~o6<jao'i5 d*ici!i dS&IXoo /i-^oJLsai b^ Ldunol"

^ %7fi Bloior » C2A 9 ’iotff:eti \jiiioB\ &siT '

XJiflT 00 *iI^iLt Ssiiii 7 ^i]rtto oi 9701® ixJL

"909b Cflo ^ 9£^ee7 0l .^J-nsmevol.-lOB X^'^^*^Orq

;Mif^ suTw 8 i .7ftiUo fc0 no Jtaioqip'oj fifiifia^ cx;

be^ellxib es^isiloo 6rv^ “io tfi B^&baisar Tili/ocl erld-

rtJ irr &3&II00 sdi lo tiloaBd 70I mro axoiiJ ni

IBcici&oubei: D79liei07 . 8»oX7q Ico aecil^ ul BOSijio

'“^0 boaC^iiflt 0 £>s^jdt osli) BBd «vi^xja<jiaoo 3«3!

V

atlrt ei>axB b0x£ J-j ,79cf/as«3s *c^Xbaai ,lAXii3jtvii(ftjt iioqxr

siii tjjCBYoi ,oi i>eo70l 0f^eP sBfl td 70^ sviub^igoi^

- 0fiO 37 D(j olH . ,39800 BoUsi^B iniosJiM

f'

'.*/

'

S-'ii \d bsrtQbsiO*TiS ilcoX^ttc slri bno tsirsbiv' n$sb zbiI

r5fLB\0Q tilo rUiw oiniti M0705: nsorf icil eil itoijfw Biz^SaoQ

~c. .

' • ^

,(^CEO<lZ^f^, 70^ 89^^^ IXft *tO 8flC

^aebn^e lo 07on oaosocf tO^^xav^ siLi no «004

EOBBOX Ie;fiy ^fio^oT^ex \otlS xol fisi>e73«7 orf oj oxb eaoii

8 no 97JB y;ora d-o^l oifT .bo^^ol^tso otjb ^:ai£> rfoidW

ni lo limoq ien. sooX) dottlv axsjstf ^viubtsl boxil

I

-il2-

the greater majority of cases from the vie\7point of the in-

dividual college. It has made the colleges progressive in

spirit and action, and has turned them from the more or

less cloistered institutions they formerly vere into a

force for good in the conduct of the commercial and commu-

nity life of the town or city in v/hich they are located.

It has caused them to co-operate more closely with industr;'-

in order that they may train, teach, a.nd place their men

more effectively. It has ta,ught them that they must give

service where it is due, and by so doing receive it in

turn, and it has proved to them that modern business meth-

ods properly administered will not only increase enroll-

ments but the morale of the registered students as well.

There can be no doubt that the increase of effi-

ciency in the administering of the college curricula and

general activities have had a beneficial effect upon so-

ciety at large.

The future leaders of commerce and industry are

now reserving a more pra-ctical and better balanced educa-

tion than that accorded the college men of the past gener-

ation. Triis cannot help but influence the great scientific

and social achievements of the future.

The instructional and the administrative policies

of the colleges also will change as time goes on, and the

advertising practices of the present day will assume a

crude aspect in comparison v/ith the subtle, dignified, and

effective advertising of tomorrow.

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BIBLIOGRAPHY

Auerican Association of Collegiate Registrars Bulletin -

Deceinber 1934 - Report of the Cor.irnittee on SpecialProjects.

Author’s College - Study of 380 Students made onJanuary 16, 1935.

Carnegie Poundation Report on American College AthleticsBulletin - 1929 - Page 293.

Marts, A. C. - Discussion on College Pootball and CollegeEndo.v/ment - School and Society, July 7, 1934 -

Page 15.

ITev/s \Veek - Education Column - September 21, 1935 -

Page 25

.

Society for the Promotion of Engineering Education -

Investigation of Engineering Education, 1923-1929 -

Bulletin #9 - Page 420.

Wiggan, Albert E. - "Let’s Explore Your Mind" - HewspaperArticle - Date unknown - Pa,per unknovm.

Wilkins, Ernest li. - "Major Trends in College EnrollmentsSchool and Society, SexJtember 28, 1935 - Table V,Page 445

.

School and Society, September 28, 1935 - Page 448.

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