Small private colleges should not succumb to the view that being as inexpensive as public colleges is the only way to compete. By doing some aggressive marketing, these institutions can enjoy a significant edge and thrive in what promises to be a difficult decade. (Author/MSE)

Private colleges that have prospered have done so by enhancing revenue, not by decreasing expenses. The private college president of today is becoming more a salesperson, delegating operational duties to subordinates while focusing on fund-raising and public-image concerns because of the chronic need for more money. (MLW)