In an effort to recruit digitally native high school students, admission professionals at colleges and universities are incorporating blogs on their websites in an effort to render authenticity in their marketing materials. Of 4-year accredited colleges and universities, 66% have a blog; 85% percent of institutions with blogs reported that their…

Examined admissions directors' perceptions of their role, the nature of marketing efforts, the relationship between prior career paths and current ideas about the "mission" of the admissions office, and ideas about how the school should market itself. Results are given. (Author/BL)

Explains why student recruitment now borders on hucksterism and outlines the reasons behind this phenomenon. Presents the dangers of aggressive recruitment programs, describes some of the major components of recruitment, and identifies some of the more influential players in the process. Asserts that admissions recruitment is here to stay. (RJM)

Tested is the hypothesis that admission offices of colleges offering two-year degrees will be less likely to reflect a marketing orientation in their responses to prospective students than colleges and universities offering more advanced degrees. Information sent by 858 institutions of higher education to potential students is described and…