This article reports that nearly half of the nation's largest athletics programs have doubled or tripled their recruitment spending over the past decade, as their pursuit of elite athletes intensifies and becomes more national in scope. Forty-eight percent of NCAA Division I athletics departments at least doubled their recruiting budgets from 1997…

The college admissions process teaches students how to express themselves during interviews, how to describe their best qualities in application essays. It may also make them wary of college marketing campaigns, and skeptical of being treated as a statistics, due to the large role played by standardized-test scores and grade-point averages. Such…