Wall Street Journal: Colleges Rise as They Reject
Wall Street Journal - 12/25/2012
In the past six years, Northeastern University has vaulted 42 spots in the powerful U.S. News & World Report college rankings. And not merely because it added programs, hired superstar faculty or built fancy facilities.
The private school in Boston also has made an all-out effort to increase the number of applicants for admission, dispatching its 30-person recruiting staff across the country and sending hundreds of thousands of personalized letters and emails to high-school students. It persuaded more than 44,000 students to apply for one of the 2,800 spots in its fall 2012 freshman class—up from about 30,000 in 2007—a move that boosted the school’s selectivity, illustrating a growing trend in college marketing.