U.S. News may be a news source by name, but it’s the company’s annual college report that’s responsible for its celebrity status. According to a U.S. News representative, the 2007 College Ranking Report drew 8.9 million website viewers within the first three days of the date of release. The company also guarantees prospect advertisers that at least 2 million readers will read their in-print magazine. It is an undeniably attractive deal which, of course, costs an arm and a leg. The best ad position can cost a company as much as $232,992. (What ever happened to rounding?) For the price of one ad, a family can make a 100% down payment on their home.
The college rankings have become so popular that it only made sense for U.S. News to take things to the next level. Students who want to get a good education after high school can get a head start by doing well in one of the nation’s highest-ranked high schools. Right or wrong, the demand for this information is there, and U.S. News is jumping at the chance to capitalize on it.
The list is a great business for U.S. News and a boon for communities lucky enough to be in presence of these regal high schools. When searching for my first post-college apartment, I came upon a tattered place with a surprisingly high price, at least for me. It was already above my optimal range, but I was curious—until I toured the residence. I was both amazed and irritated with the owner for thinking he could get away with such consumer gouging. His excuse, as you may have guessed, was a good school district. That was my cue to leave, but other families would have been more than happy to compromise. If I had kids, I may have been one of them.
There has been no lack of controversy surrounding the U.S. News college reports, and controversy about the high school reports is probably forthcoming. A number of schools, including Reed College and Dickinson University, have refused to participate in the college reports by not providing information, and time will tell how unranked high schools will react to the reports. Whether it’s for the highest paying career options, the joy of an excellent education or for membership in what Stephen Colbert referred to as a brie cheese elite, students and parents across the nation are drawn to prestigious schools. Until this is no longer the case, you can be sure that inside college scoop will be warmly received and heatedly debated.
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