Evaluates promotional mailings from 114 colleges and universities received in response to computerized request on Scholastic Aptitude Test/National Merit Scholarship Qualifying Test. Notes that few had student focus, many used third party endorsements. Concludes that majority of promotional materials could have been improved with more concise…

A report on the mail students of various test performance, self-reported grades, and academic interest received from colleges in 1983 was compared with the mail received by the daughter of the researcher in 1989. The vast majority of mail represents independent higher education; the public sector is conspicuously absent. (MLW)