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ads attempt to attract donors, dollars
By Ryan Ritchie
Daily Forty Niner
Anyone who has
recently flipped through the pages of national publications
such as Sports Illustrated or Time magazine may have seen
an advertisement placed by Cal State Long Beach that appears
to be marketed toward potential students.
Of 33,259 students enrolled in the fall 2001 semester and
4,517 first-time freshmen, a simple question arises: Why does
CSULB need to attract more attention to itself than it already
has?
The answer is quite simple say some administrators.
"We don't need to do any ads to generate applications,"
said Alan Nishio, associate vice president of Student Services.
"That's not the purpose."
The ads have been placed to maintain visibility and attract
potential employers and donors, not students, Nishio said.
If CSULB needed to recruit students, administrators would
have placed the ads in more youth-oriented magazines, Nishio
said. The current ads are designed to help current students
by making CSULB a priority to those who can better help the
campus.
"The cost is not that much," Nishio said. "It's
worth it just for the visibility."
Toni Beron, assistant vice president of public affairs, supports
Nishio's argument.
"It's (the ad) more an image enhancement rather than
student recruitment," Beron said. "It's not difficult
to recruit."
The university places ads twice a year in four publications
for approximately $20,000 to let people know we're here, Beron
said.
Beron said she does not know if other California State Universities
system advertise, but did say the ads are getting a positive
response from alumni.
Gay Arakawa, director of Alumni Association, said the alumni
she has spoken with have many good things to say about the
ads.
"The response is pleasantly surprised," Arakawa
said. "The ads raise the caliber of the university and
the alumni are excited to see them.
"It's neat that the university is being showcased in
such a fashion."
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