Knox featured in Chronicle of Higher Education

From: The Chronicle of Higher Education (Washington, DC)

For Courting Students, Glossy Viewbooks Lose Luster: Of all a college’s courtship materials, the viewbook has long been the centerpiece. It seeks to convey the whole ethos of a place, what makes it unique. But viewbooks tend to blend together. Their pages teem with descriptions of majors and extracurriculars, and photos of bell towers, front gates, and groups of happy, diverse students on sunny fall days…

Should colleges keep spending so much on what amounts to a coffee-table book? That’s what officials at Knox College, in Galesburg, Ill., are trying to figure out. For decades, the small liberal-arts college has used a viewbook, but now administrators aren’t sure that’s the best way to promote Knox. All options are on the table, says Teresa L. Amott, the new president. The college might go with a scaled-back viewbook, a nontraditional one, or none at all, she says. “We’re trying to find the most compelling way to introduce students to Knox.”

Already the college has de-emphasized the viewbook, says Paul R. Steenis, vice president for enrollment. The current one is only 30-some pages, down from as many as 80 in decades past. Knox sends it out to fewer prospective students, those who data show are most likely to be a good fit. In addition to the viewbook, Knox uses smaller, more-focused mailings to drive students and parents to interact with the college in a deeper way online… Read more…