So this enormous amount of data is gathered both by private firms and by the College Board and then it is sold to colleges at about thirty cents a name. So a college can say, “You know I want somebody who wants to go to a conservative campus and really wants to study abroad and is interested equestrian studies, whatever.” So by, tap, tap, tap, out comes three thousand names. So they can target their mailing.
View books. Today on Uncommon Knowledge, Andrew Ferguson exposes the marketing industry behind college applications.