The "U.S. News and World Report" rankings of colleges do not affect institutions equally; the schools impacted most are those that have the most to lose because they benefit from, even rely on, the rankings for prestige and visibility. The magazine relies on the rankings for substantial sales revenues, and has garnered considerable power…

Response of colleges and universities to surveys from publishers of college guides and popular newsstand magazines is discussed, and considerations in developing a standard survey response are explored. These include the advantages and limitations of standardized information formats, how much of the information reaches prospective students, how…