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
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
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.
-4-
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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-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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r.'jt^u -Ixiji'r .ocir'l-.j o:ij itl
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- 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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to jx.>y':":c • i -J 'J r.j
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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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luivr 'f: riT . J;', i' c IIo:.. zrj£*xc\:,i ta.J i
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Ou i.’t^ iC'.’ xri .- e.tyu ooais. i^awLxvia.^
evi.:* tJiro \.-^*'^ uUJ’ n'. / Lfiir ^
aftV c:-J ',i
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or-., lx If'. ?:/ jI ' /iOxaf-^-je> inMc Ut to tj^oi
cN. .t- .-c-X jx at hour t,i .o; ve. ;-”: tv/j.c.'r-ci'i vXo’or’l lo
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1
-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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i
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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-
, I.1*7
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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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lo -vioj:; : :ij rn. ‘.-t'LOui tvccted i^i*«
->-i il-C 'iMd at.el::d Tc:Lli;.n o,_ .r., o;- -it; ^ ;^Oiu
•w . I. O .J- ItO J IC- '.X uu :idr J ':cr 'X^-w - .1 'fi.l * itOfiU
'..:c er- j .^oxv^tt'o ril ei.."', q,,';.-. fitoiiv, alji;: tcvrii
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i X-- . zov iv Vyil.ct* . r .Jjjru' -* if iJio
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';•> ' c?;r y-L..;,. y.ij oj aaov;'"i
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-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,
I r
% 0-tc aSti^hv^ \>aisoi"a&^
*t»'t fusit^ r^sixs^ e9^^^XX6^^ piuwl 'tswfii^*"
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> rtp^tjJa fofti!'' ji^aiXeo fi’iW lo e^jjacfriaHiji ott» dX^d ^baT^- *' Vv'' '/.
^ tf I fti fpd^ bcte ,*t«V9^C:ri 0;fio &ic^5'xojdt
XXi^'B e rcl !i<i‘ icft*^iJ^'^j^*a I .Ic 0 &iiJ' ‘ ft V*!». '•'-* ''
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- - ^,:
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^
>a^tt 9tx;cs !>iij t^Iiseaoab^ oo»^i?><j.?£9*’%;tiMj*35«T: noi^&u.
»,
‘•’Vi>acrrfi;i.oa 3ea*c i9;fvt©Ta cub ni
o»r»A7'!ff>:^qi j.'i'XCTfeei: o4j?’ nc* sirf^ ssciitf *£Gt<i^yj5 orCIf
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TiB^^i^ iicr oi' 9<ioif io a'^Xq i^t)<xij6r-»a' ©rCT .feTaox
!
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SiitQ cuj J&B? To A{>s^ ®ciCidqx:9 to{
flX .t>5*?XXcrj' XI' to coX<^ooX9G tii tfl4i-fici<jj<ii 4’^j'ocj
‘ ^•ta«X?4TiiJ^©Xtaii 06fi ,3«CM4« iis^Cjjfeooo is**
XwoiTj, fe'iSd' to'-aitriao i-oq. <',p-fj ^B,i^ ijrtwoY bavt li coi^i/tf4«?riI‘
r aiiif to airtJ b^^xpaXan
ui JifXsf JbPJquaao
bcuio^ 9iU i f^Ts^c^q** i auff aiii^
villi' \^^>g^gSIqI •xo-'' noi^ooif b to'l JXoa4»>^t X/ii^
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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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<- : r.i- tnvcXXfl 3 .. 3 b:.r.v r^^otl
^ "tr.-rei' r.o *3 lo-o-ixr' -.voiv^ ’iioijpnj iifcv
a jI- eo no.f **. '
'£t^ tv.u’ L* „.;eo oX o’> 0:
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«
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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
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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
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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.
'fHI ^ !/: '-rc^x .iij.: c'ccai z.* ]l '^a ; ,>r.c-
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It. ’• '.i I ..A.ilmmMh StA
- 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.
I
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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
Mid. 94 iJCfOTg--: Lk iio^lfqe 3X9 tQr,
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sXst! 0' tio iK'iti.t'ayt. Ic v> .. 1c
fa',? oyloc'O'i ,oKb 8 X6i/i>iryJUl>ci^ 5^’ 1
<fi ,©viooe*£ ^XiXiw oxs ,TCrt Lo-lXJit-sa^ >^qEi>l8 i:diX 04 tt:<o
Sr,
“ii/;^ XjsWa/'^ atoiiJo jci hrtc .<iXiia'X5iXo4o8' IXatl en:> *i ,Boaao
>tti/jEjOD9T:qt 3 doufi ftatJda^tit o4t sn^o*! rt^iJ
-ni eiXi* to tlsuin't tm^onX lo t>ox«oe 9 ofjiVCTQ. Bo<pib
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4 .©fid! JbXi/OT> qls£|«ijXodos ed^* to n'oi^imiiJiJtXe ©dS^'
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li-.,08XA t©Xotido3 LGublytbat odt Ri siiX;f9Xioo*
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0^4 V9jt3 ,s,J Xd-ldio^oo to Xfiixtdidbai
Tfti9’i Pj*c taa ,s:(fD TXsdJ 3S ntua ©uadi mXaXo osoA
fii xlitcztiyf^l to todiio e^n^iuoTf ixiojirctiedt ot
^ etetois'i &x*a 0^sXiiq[xc«q t^dt
f: y'j.niVTii cxrg XtiO
.toxttfr XXtipi: 4 aotJO^iX :it £:0.' e ®aog
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I'W'
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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"
I’u.- j . nx * j 5nic.:f**irifri a- 9xilx,v ^•'^
.-xi^w ^Yvilcd c.iv/ s ;c 9*i:oii’j;! ?fj5>uxJ.co ’io
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bjiii Jiaow a * jnn.i'Xft fi e.^U tovo aoiaji ?•!;£;••; 03 vXx/ox'l /ssiJ
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, j-iisii
7£^<-\i •icnzu^ir. j< iossn nl,bo xj tviJ’c.T i>cod7 XtSTii;
Xj7ucs:i r,:i'*' oioTi. ^x'ie:uci ’lo dtrnnA-'Lb.:; ©vxTOjb. ixiw
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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: . i:iX c-T.rjij' .ijdpjio Y,cri>?'. ni ,or>ooeJ 'lacTfil iins oj-
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iX'sx.a a riM;3 jji/ocb’. vm oo *ii?c s'leilT
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vjli/ojix 'tx hotnsTOci! j. 'UL'A^ ion ©15 &xw*r. a j*i
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oci^ .'jnobxf* o ,.t ©;f©IIcc 3/^^t ncvifi
--'•nx^ v j, r 1. r’c iim? Ursis xX-oao i’ll ca xfifox/Ii;
©;)9llt.y ©r^,;' aoEJso iijus rr’ . ton i *:o ^-i/:’:!©.’. tnXj oi
ny.c.tj/iij-»ni p.-ssniaad s lu ©lit ni xcner ianoc ^oit ax
'. : •..:uoxi>rf^o jx:-t;b£'rji -n - ;?,nxiJc©c '.', ax dolrlu
. 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
r:
.
I .. fV. I"
'
: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
.ii VPV/G.’i ’ j-’j
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
f'l
X
'r" .'
. 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
<'
•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.
•“
..1 ~1 G C
Oo . X -
<
~ (%TC'J C\ -
V. I 70 d
•
-*XCr X
'"ri f'v' ••.''' C'C.n X’
•.* C 0 1! "T!7>v'.
-7' OTX 3J- 6*-''iICG r-^i
r ’•
-'Tc Xr.'«'>f. X 'J’"X
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\
1
e ili
. ..Cl^X 4 'i.'.-• X j’ . ‘i. !»X
•‘ C
fv7 r. •»' i
nAt
-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- ?
/Tj on Luo {:•:. r." m,..;. . it cii^o :,'.-7
C : -.X.:. „r.o - / ,;7 Z 10?- ;.••. e&iTli/p
-jysiii . L i ;.-. ij s-iw,.u ijcixopta
'' '' '’'•'5 ’
'••r^X r. .• t-.oo r-1,^ <j e"'> nooo
f.'- .' :;?:• . vn ‘-'r. r . v - vcnoi xia .*:;od.»-
"^5./ 7 v.-cn
i'*;.
L
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
v.‘- ^Jk>Aj\ ij r.TO'l 1
. ui nox,t
- 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 $XBq""
mi^
ai 3itoy avi;tfii»qo-i/0 lo ^nar4^»qoG «ifT
i>^xisicaia^. j^ixlbd a iXiiif «8iar.<f lai/Xiiaii^ixo a- rM*.
.-floo d-aaJ-iiao.' pi Y^x/ii.,8iJi si ^X .fluiXi/oltr'Euo xipjoa q’d^'
(>t * ,
"^c ricxtiiid tc' ss^jBCxiJiid c-'.fet at «%e doldsr dxrieo
pftcjBXq oils ©U '*fc’Ta nefii Miil xJodxIw io^
*‘
%t
'-Troiiie&q .uPii‘P9ilb aix£ i^ijra/ oxe orii?<
iraiU •B^daS'ii’asvni ''cIluXsix^p line eiedii xoX e»x//oda ejX-iidxiiiir*.
^aciii- oi-. tnshi .Tex^iqKie 5*i^ xt^iw ,aain:;|oxq
-4iia ieiit sx/j axJnsbnjH edi: xialq xePntJ
iotji, ipi ^1 .Hftiioaxo^ XXiqcxoxq boo adoj, noqx/ i>st>eXq
%7iiiis'x eoideteiolai ©vtpooi assIXoc en^ ieiii "iae^xoqai aa
oi e«lns'£eq siiS at ii e^/dot, • ao oap^^oxq xleiicr.
oi^aeXodoa ^eiXi afilhx.^&x aiioqax 3ijax3 oijboix&q a^isopi
./iOPiaaelp.adJ ni osuu psexii lo aeax^dxq* D-ilde xiedi o4t. ^dllwoofiq i;ppx*Xq e»xe a^aabi/da eiUP
^
'* ••
\ •
fji
to'^ atileo-doC .cjpijpsxxp ni,dp{, *dd iro molxoq o3* ^
-pp s-'Ii lo ifitf ol j&£u> ,fi^ to TjsXwciixe^ e k
<!Ui4,t,,T< fi«rCi QOi^Xq xJWii prl npiS sid wonafc oa ,oi uoiauiXiT;©' / i ^
..jbatiit d$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
’•^ i'aJ
’ ’V i'
'
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'•
I*'
. .
«S
M\
-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.
<
. • ’.V W • '1 ©'V 0 -0 ;>"
i 0 XX - ‘ UX~o /
‘j - . ^ : 0 1 0 - • '
'- * -x’,'
VX'-.-.- TO ii?: - “
TO X - '
XQ i -' ^ <’
.
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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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• .loVdiito
- 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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-62-
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
ho^-rla-ir.- (^’u>.ij
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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
1 W. -'I
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,«e^ 9b»H5 to Slip Xoa 5«#t1 bm/ot r.ew 51 noiifxlaicjtrJiJi "IxlX
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rloixfw ofiBX^pxx^ eiU lo oseXXori ool botoeX^
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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.
OiiJ- :^i'.ti3 Do/iTiJi.'j. 't-.i.j:: ...j.;.. t-'-iL.T iooiitju
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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
-ST iT/ " iio.^rro:: > '. v/.. JOn 'bG>»<2 0GtlCi' GTV 01.. »;j>c:
4TLT . ;. i ri; \j iij/j'Guiioc'. j? JUu ..jCi.-:t_ 03 C 2 j.00 9S3J- oi IlTSa
4 '. .-h; iOT: “s CJror:* t o'- 10 OiJO XiJt 'I-- ,1.104103 -JUlOOl
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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:
*
'
/
—
’:j Ivi.; vv. vt a.l U xr^/iu‘ *2 nxiYx.
t^oriin s.iJ ‘/'ri vXf.-c •'Vxt; . jr.L«? Yit ,-.. .ofc J[.i'u;o
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.
Y- ,. :r .r:c iJ csIc.:j j "‘ijoixoo xix^^-ioJ-o.yI
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'x
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::\J 10 bt. : c-j.i>!tGL. \;;..4-g. ^^.’110
>e ;} -rl:' ;>n£;r': % • :toi ^ i ni;
x;-.*x.' Yc .. Yc oiYi, Tx:-n« i f i\^ >:'rcci'nri.*-r />£
:.' •-.•ri.i-: ;;^ j ‘ i/ij X x.t i : o t T' .*r<ijIo - ; x 1.,
•-..Olio’; .?it tx <3 -v./3/j c c.-»;. nijuia: t.s
o,:^vii u: ixu 111
fiX f -*•
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. 1 .
-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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VftF rPxV If v;:-t*oif^ey TsVJsn n^v/
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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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- 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:
i ' t >} • t . L y
,:.D*',v ^co'iul aeljKH c.'/JJ'ij anoo ini3vjl;'v oxi'!:'
j nl \'Lfr$'.--.j i<ie ,h.;I.r;.r ".*( ’clisconq ii
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.
- - - '..c .'r.. l!5 .^1 itrt^t'i: jo I .' ,’’4X/TO iJiUOpnX I'D tOOTiiOS
- 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
:. -J 1 lUiitn :ii tj ,'3-.7 Ir. oiOv.. o -x’Mdi
^c-Msoj:; ^acl- Mi'o:i.tyn: r;*«rt.t :iu6 r j ij's.-o'. XI„. -Xoos
f.'.i iti r'^c^fi q f*9 3^6;^aXXco wai 'y^’tsv jOxtjej
-r. 'joi /3H* c_a o^t j ;f j:rijc irocj Ji TaLienoo i>i.iJOW
. iii’v-boo:? I;lFX'i.3 0^ 'IOjt;TO
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
I .'
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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 ! ''
*
’
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-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
-5t-}
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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
-r^ TL'>tcr(.>' e..u Jo}. 7 c*efr' vi'/n ,X-’.‘ia .-'»3 rti
/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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-lol: ci
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Jt>© C '*i - c 'J .I \'C' !{., Q -s >. i VQ-i, t\ uOF '. M
si d '•a ' .
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a
.
j
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“ ‘IJ G i !'. ini; a e <'*i o'l , r . i i 0 j /G a . a*—
j rrc.c,/ Q .~!j
i
£. 'Of-tf ,.,
? :H YTiiJri •:. J ' : t r: xi rs i' ',-jIj ac.1 ,
':
T'-
'
v'iT.'T _j L’- u .Uaoii
'•*.;'xr> flij ttroi'i .'r^jvc-
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
jJO ,C'^*’ i -f'*- -
-u:. r-‘; .r *T '-r..
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
yi'il'hfj'- r. . ; ;
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’
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^ t* for : . ..o / -liV'
; C? „oo<ir ;. :‘{*2.' .i „., fi £:£»i ;';vt i,:>..
-^•rir'c:. -V;.;!.;. .0 -'-OL-.T'.': 'j r‘
^ ft-r? \v. n:i<Jo c:\iir,'r,
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:. r’.'i.T r.’> • it- t’.'o :;i
t< 0 > " J f -:.f>'0fSB •
r. h V-.I
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. ;iro '
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-Otj: ru.; /j/.f. ^r._r ,..
•, - ;.
'•* -'?-v.\; f^'. • f . tm .aoidc cad.ni .'.5,"''t
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 •
. ., ^ a,cj Oo v*f'! • :^^fcol t*ilj
’.:: '!.^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 . _ . , .
. .
-atr. eUT -sXcfcJtloTci J»iosr sjii euA anitsa v'ii>5S^*2iS SJiixob
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Jrfs/Bi-CBf f>aa bXoa Xssne sfaxarfXeX iq Xj.5ia«Xerfo
ellB .4*18030 ni dX*ot,>vj:t.^i {,o«a Xxexe oi# ^Uisi^Jfi-xfju^sv
e-x,m;i,£ arfx Xarfx aXrfMi,i^;ax ji ,e»ab, srf#..,„ie<,
\ • 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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r'i. ' o"</ ^j-j.
8B-: . : , C- V.'-/3‘'.; .1 i ,#AO oj i^O^' J'l I'Z
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
- 3 '..
»•
i
'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
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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
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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
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«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
**o©n si il .©Xcfiapoq an ostlT 0 tiodb sa nx oXoX4^£ ©iil4 Xo
OEionoo l>afl Stodn ©tf a©oaa4a©a exit 4“xul4 ,©*io'ie*iari4
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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 ,
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- 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
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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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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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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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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--<±. ^
XXafexw i^ao/Ji bsI) et doXdw ,l>oi 'loloo edT .Jbani-ionoo axsir
AoX104ii;tfi iJBl*/oiJ-XBq p aaeseoq 0^ bmxol naad bmH>. *>
< > . .
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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
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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.
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~ni ano lo eaii IXi/t efeiiuparr iifijs' eviaaeqxo ai attiaii
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lo ®qxi Eirtf e^^cXXifl’Bji axii i»j&d «^4 &£CJ!
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-3d ijjorfiiw .oaenorliooll© ail ai e^rhlXod x^Xxilt
.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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^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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- 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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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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^riJ ’-r . -.'//^ Mlcfrif.i.'iar.uc' .. j'.."
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ci <icx"!a iioij^ •: / TOjlV i*: 01/0*3 Li •• * i . ;Tf*isoaJt3'! vi*-*? ,.;.5
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oi />E 1 ' i" •//: sX iiojfeitv^ iXi' /'wM %oX 0 . ’^'•.Jr.ow
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•'. '.J ••'-.ij • •;.*! ni
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Xo ;;i L? X Ji!j V :
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£• -is o 3 £>xfb , XcJi,3 i Xoi q yXisI jjc.. ; . v ^ ; t c'^ 3 a no ’ - . 0 i
-&ij. o'tX nl •; :;i 9i;U
•j^oro 0 ;j Lco-ioc .
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J
ir^
v
"'•j- : oo,slq Oj j.r. loLJx/f “ '
. -o ; X4*oi^«4iju^ uiU zu
-xoaoq, iX JiiBvco Xr.Gi'i &.>i‘^;rfX i-. &fL rfo o jXiev
.=»o. V- -".Lix i >;. If ji'Xsor. ^.Vo* ':.i aerr.- .CiXoIDVX '
- 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,^
oltn ij olQUttvt^al .ttJJSt^oqmi scf cfawn^.J-i dvjj^ a^i brta
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
to a^aienoo alriT .aXflqJ,onit<i Xoodoa c^gitC lo .1 taij
oiXartoifoa ©tl^ t'oirlr at Bleqtoirivi oitt ot s sni^ixw
'f#
.i)6oixoaoi? s’Xij ao^ci/ti^na xioiti’ lo. eltustroYoi^iO*
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
«
toner! ’io telil a’cuioQ no qXiatsdaiofli tol oaao^ ©xn o4ir
*1 t .‘
•*''
>»vi^ o;^ ©IcTi,8Boq at tl oa iihoto rloum «a ovttaot) titn&bpto>r
tJi•-
-9i> ocTOQ/ai aJuLd’ a&xia.tiqcroooa aniaWtdvJba to snot aliSt baa
tsrstpl Bill d’c.Xt cXsol tnabuta ©aoiXoo ©patera ei£C .©ota
.V
A.
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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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,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
'''
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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- -
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I J Fi 'K
-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
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'• 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
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-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
’’
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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
'
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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
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|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.
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’I-
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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
. • .
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’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
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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. .
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,(^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.
ev i
r
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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.
t;r 3ttaT^Rl>oPiC fi»3 x:>j.:6C
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