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1
THE ROPER ORGANIZATION INC.
March 31, 1993
Mr. Eli Segal
Assistant to the President
Director, Office of National Service
STUART HIMMELFARB
White House
Vice President
Old Executive Office Building, Room 145
Washington, DC 20500
THE ROPER ORGANIZATION INC.
205 East Forty-Second Street, New York, NY 10017
Telephone: (212) 599-0700 FAX: (212) 867-7008
Dear Mr. Segal:
I read about you and your work in the Brandeis Alumni Magazine (I have an MA from
CJS, class of '76), as well as in the newspaper, and decided to try to reach you.
I would appreciate an opportunity to introduce you and your colleagues to the work we
do to understand the attitudes and activities of college and high school students
nationwide. Much important information is already available here and new studies are
constantly being conducted. Our objective is to generate the kind of information that
can help move your efforts forward in a way that will appeal to students and meet their
needs and interests.
What follows is background information about our work and a proposal that we meet
to assess the current situation among students and, perhaps, explore your information
needs and future activities.
Roper College Track is a market research and consulting service specializing in the
college market and is the largest service of its kind. We conduct three national
marketing and media surveys among college students each year. We interview 1200 full
time undergraduates and 150 graduate students on 100 campuses across the country
for each study. All research is conducted on campus. Roper CollegeTrack is the only
syndicated study of this market. For many categories, we can provide trend data as far
back as 1988. We are pleased that both The Roper Organization and Roper
College have been named to American Demographics magazine's list of the Best
100 Sources for Marketing Information for 1991, 1992 and 1993.
In the past school year, we also introduced The Roper High School Report. This study
was conducted among a representative sample of over 500 tenth to twelfth grade
students nationwide in November 1992. It is designed to be compatible with Roper
College and, as a result, to offer insights into the important transition from high
school to college. Of course, we also interviewed students who are not college bound
to see how they relate to those who plan to go on to college.
205 EAST FORTY-SECOND STREET
NEW YORK, NEW YORK 10017
(212) 599-0700
Mr. Eli Segal
March 31, 1993
Page Two
Both the college and high school studies focus on students' attitudes toward social and
economic issues which affect them and their families as well as providing information
on their financial resources, plans for the future and their other interests. Since these are
marketing and media studies, we do focus on consumer activities, media habits, leisure
time pursuits and so on. However, we believe strongly that our marketing and media
clients can only succeed if they understand the larger attitudinal and lifestyle context in
which they are operating. As a result, our studies are able to provide you with an in-
depth look at high school and college students' mood and assess how they feel about
themselves and their prospects. This includes their opinions on problems facing the
country and specific problems facing their school or campus. These questions, for
instance, have helped us understand why students express pessimism about many
important issues.
I have enclosed some materials that describe our work in more detail. However, the best
way to convey the breadth of issues we cover would be to meet. I would be happy to
come to Washington at a time that is convenient to you and brief you and your
colleagues on the mood on campus, how students are paying their college expenses,
and many other issues.
From there, I hope that we can be your partners in creating a program that expands
access to a college education and helps involve students in making this happen. We
will all benefit from the program's success.
Thank you for your attention. I will call your office to follow up.
Vice President
Enclosures
ROPER
TM
COLLEGETRACK
Background Materials
Schedule
Sample of Data
Credentials
Please Mote the
Rates
Letters ti the Elitir
Press Clippings
In the chippings
section
THIS 100
me Roper Organization
205 East 42nd Street
New York, NY 10017
(212) 599-0700
Roper CollegeTrack
Schedule of Syndicated Studies
April 1993
Automotive Study
Lifestyle and Media Study--Part I
October 1993
Financial Services Study
Lifestyle and Media Study--Part II
November 1993
Consumer Electronics and Computer Study
Lifestyle and Media Study--Part III,
***
Special Studies
The Roper High School Report
(10th-12th Grade Students)
The Roper CollegeTrack Television Study
***
Extensive custom research and consulting services also available
Pre- and post-studies of the impact of college events/promotions
Telephone call-back capability
The Roper Organization 205 East 42nd Street New York, NY 10017 (212) 599-0700
SAMPLE OF DATA
Students' residence:
about 90% of students live on or off campus, i.e., on their
own and away from their families. Off-campus dwellers are a
key target group who have set up their own households for
the first time.
Telephones:
the overwhelming majority of students have personal phones.
Car ownership:
more than 60% of students own or have cars at college; the
cars they own and the cars they plan to buy in the future
vary widely, as do the features they desire in cars and their
perception of the value and quality of leading car makes.
Category Penetration:
Roper CollegeTrack examines numerous product categories.
In the past month, more than 80% of students purchased
regular soda and over half purchased beer. 56% of female
students bought a women's fragrance (nearly three-quarters
of these students bought a "class" brand). Roper
CollegeTrack also provides brand data for each category
surveyed, as well as examining location of purchase. What's
more, results can be cross-tabulated with media habits, living
arrangements, spending level, etc.
Consumer electronics:
more than two-thirds of students have a personal TV and
more than 40% of these sets have a VCR attached and a
similar number receive cable TV. One third have a CD player.
Entertainment:
75% of students went to at least one movie in the past
month. The mean number of movies seen was 2.5 and
students represent about 10 million movie tickets in the past
month.
Media Habits:
Over 80% of students read at least one magazine; Roper
CollegeTrack reports on readership for about 80 magazines,
as well as time spent with other general and controlled
circulation print media, television, radio and out-of-home
media unique to the college market.
The Roper Organization 205 East 42nd Street New York, NY 10017 (212) 599-0700
CREDENTIALS
Roper CollegeTrack is a New York based market research and consulting service
specializing in the college market.
Roper College research has been conducted on campuses nationwide since March
1988. In that short time, it has become the leading supplier of marketing and media
information dealing with the college market. RCT's regular syndicated surveys of
students' attitudes, purchase behavior and preferences, magazine readership and other
media habits have been featured in The New York Times, The Wall Street Journal, USA
Today, and a variety of trade publications. Both The Roper Organization and Roper
CollegeTrack have been named to American Demographics' Best 100 Sources for
Marketing Information for 1991, 1992 and 1993.
RCT's client list features major corporations such as AT&T, General Motors, Apple
Computer, MTV Networks, Fox Broadcasting, Reebok, Coca-Cola, Pepsi, Kodak,
ABC/Capital Cities, Levi Strauss, Toyota and all of the leading college marketing and
media services.
Roper CollegeTrack's principals are Sherman Agins and Stuart Himmelfarb:
Sherman Agins is a veteran marketing oriented research professional. Mr. Agins has
been providing research services to advertising and marketing clients for more than thirty
years. Before the formation of CollegeTrack, he was Senior Vice President and Group
Research Director at DDB Needham Worldwide Advertising (formerly Doyle Dane
Bernbach Advertising). He has managed research and strategy development on a variety
of national advertisers' accounts, including, Saab, Mobil, American Airlines, GTE,
Polaroid, Seagram and Hershey. Prior to joining DDB, Mr. Agins was Vice President and
Director of Research at Needham, Harper and Steers Advertising. He has a Bachelor's
Degree in Economics from Brooklyn College and an MA from New York University.
Stuart Himmelfarb gained broad experience in advertising and marketing during his seven
years at Doyle Dane Bernbach where he became Vice President and Management
Supervisor. At DDB he was involved in accounts covering a broad array of consumer
categories, including: Heinz US (Weight Watchers Frozen Foods and Desserts); Seagram
wines, spirits and new products; Chanel; Shasta soft drinks, Ponderosa Steakhouses and
IBM. Mr. Himmelfarb is a graduate of the Columbia University Graduate School of
Business, where he earned an MBA in Marketing and was a member of the Beta Gamma
Sigma Honors Society. He also holds an MA from Brandeis University and a BA from
Brown University.
The Roper Organization 205 East 42nd Street New York, NY 10017 (212) 599-0700
About The Roper Organization
The Roper Organization is one of the oldest marketing and opinion research firms in
the world, having been founded in 1933.
Roper is probably best known by the public at large for its work in the public
opinion, political and public affairs areas. Roper came into national prominence, along
with Crossley and Gallup, by having made the most accurate prediction of the 1936 U.S.
Presidential election outcome.
Over the decades, Roper has conducted thousands of research studies for major
corporations, government agencies, and media groups. As early as the 1930s and 1940s,
it conducted the quarterly Fortune magazine surveys. The company currently conducts
numerous specialized surveys for publication. For example, since 1959 it has published
biannual reports on Americans' attitudes toward television, sponsored by the Television
Information Office. Since 1985, it has published major reports based on its surveys about
American women, American youth, the Federal tax system, the American Dream, affluent
Americans, the American way of buying, and others.
In addition to its work in the area of public opinion research, the firm regularly
conducts proprietary studies in the areas of consumer behavior, marketing and corporate
image. The organization also specializes in opinion surveys to be used as evidence in legal
and regulatory proceedings. In addition to its studies among the general public, Roper has
conducted studies among smaller, more specialized groups, such as opinion leaders,
business executives, government officials, security analysts, physicians and so forth.
Roper specializes in youth research as well. It conducts annually The Roper Youth
Report, a synidcated study of what America's schoolchildren are thinking, doing, and
buying. In addition, it conducts on an ongoing basis Roper CollegeTrack, a market
research and consulting service specializing in the college market.
Since 1973, a principal activity of The Roper Organization has been the ROPER
REPORTS, a ten-times-a-year subscription research service. ROPER REPORTS monitors
the habits and attitudes of the American public in social, economic, political and consumer
areas. It is subscribed to by some 40 organizations which include government agencies;
corporations in such diverse fields as telecommunications and information services, oil,
autos, foods, retailing and financial services; leading advertising agencies; and both print
and broadcast media. Since 1986, Roper has published The Public Pulse, a monthly
newsletter analyzing trends in Americans' attitudes, values, and behavior. The Public
Pulse currently has more than 1,000 subscribers in the United States and abroad.
Roper's international division, International Research Associates (INRA), was
founded in 1945 to provide multinational research capabilities to business and government.
INRA now has affiliates and subsidiaries in 27 countries and full research capabilities 32
other nations. This division of Roper helped to pioneer comparable multinational sampling
methodologies. INRA provides a diverse array of international public opinion and market
research services to clients on five continents. In addition to its proprietary research
capabilities, it offers a number of syndicated, multi-client services such as INRABUS (an
omnibus service conducted in 11 countries simultaneously every month) and the European
Opinion Leader Forum (a biannual survey of attitudes of political, business, journalistic,
and academic elites in the five major West European nations).
The Roper Organization's executive headquarters is at 205 East 42nd street in New
York City. This is where the firm's professional staff is located. The firm's parent
company, Starch INRA Hooper, is located in Westchester County, New York. This is
where the major operating departments-sampling, field, coding, editing, data processing,
printing, lettershop, and production-are located.
In total, the company has over 200 full-time employees, including senior research
executives whose disciplines encompass marketing, economics, international trade,
history, politics, sociology, psychology, communications and statistics, as well as
sampling design and methodology-and approximately 100 part-time employees.
The firm has its own personal interviewing field force across the United States,
which it uses for all in-home, face-to-face surveys such as ROPER REPORTS. It
maintains centralized telephoning interviewing facilities in New York City (50 monitored
interviewing stations), Detroit (20 stations), and Phoenix (20 stations). These offices are
occupied by the telephone center administrative staff, telephone sampling and field staff.
Beyond these central location interviewing facilities, Roper has an additional 250 telephone
interviewing stations in 25 other locations throughout the United States that are used for
local interviewing.
Roper, through its sister company, E. Friedman Marketing Services, owns
intercept-interviewing and focus group facilities in 27 shopping malls across the country.
It is one of the leading providers of mall-intercept research and qualitative research.
Roper also conducts numerous mail surveys every year, both nationally and
internationally. These mail surveys are handled by professionals specialized in mail sample
design and executed by the company's own print and lettershop operations.
The corporation has its own computers and in-house staff coders, data entry
operators, programmers and spec writers. Most data processing for both custom and
syndicated surveys are done in-house by company professionals to insure quality and, for
proprietary surveys, confidentiality.
Roper has been a leader in applying desktop publishing technology to the
dissemination of research results. Since 1986, it has invested aggressively in the latest
computer hardware and software in order to provide clients with high-quality, professional
publications at little or no additional cost to the client, Currently, Roper produces seven
monthly newsletters-incorporating text, graphics, and other design elements-up to
finished mechanicals. All of its major published reports since 1986 have been produced
and delivered to clients in "camera-ready" form for immediate delivery to the printer.
Roper maintains its own in-house staff of computer graphic artists, designers, and
lay-out professionals using the desktop publishing capabilities. In addition to its newsletter
and publications activities, Roper prepares slides, visuals, and presentations of survey
results for clients.
ROPER COLLEGETRACK™
1993 Rates
Lifestyle and Media Study
$10,000
(issued in three reports based on April,
October and November surveys)
Industry Reports (each)
$8,000
Automotive
Financial Services
Consumer Electronics and Computers
Lifestyle and Media Study plus one Industry Report
$16,000
Lifestyle and Media Study plus three Industry
$28,000
Reports
Proprietary Research
Open ended question
$1,500
Framework question (per 3 items)
$1,200
Show cards (each)
$100
Additional Banner
$1000
Data Tapes or Diskettes available
Extra copies of reports
$80
Consultation--day rate
$2500
The Roper Organization 205 East 42nd Street New York, NY 10017 (212) 599-0700
12
BOSTON SUNDAY HERALD. FEBRUARY 7. 1993
Getting dollars
from scholars
College 'fests' tap into buying
power of hot new consumer set
By CHRISTOPHER COX
tations just looking at the
pers as extensively as older
numbers: The current col-
adults, Wortzel said. Maga-
I
I Mohammed. Buffy
lege market boasts more
zine readership is scat-
and Chip can't come to
than 13 million students,
tered: television viewing is
spring break then by
who have an annual discre-
mixed and "not terribly
God, spring break will
tionary income exceeding
predictable," he added.
come to them.
$30 billion, according to
Wortzel characterized
Seeking to tap into the
Paul Tedeschi. Tesdeschi is
college-age consumers as
elusive. yet lucrative, col-
president of Collegiate Ad-
sophisticated. "very empirt-
lege-age market. compa-
vantage, a local marketing
cal shoppers" who view ads
nies are increasingly turn-
firm that handles Campus
warily and trust only what
ing to "event marketing"
America Tour. which kicks
they hear from people they
hyperkinetic promotions
off a 40-college blitz next
trust or can experience at
that combine trade-show
month
hands-on events.
hucksterism with Fort Lau-
Many college students
"This age group really
derdale fun
are making buying deci-
enjoys the interactive na-
"They can't bring the
sions for the first time in
ture of the event," said
waves, the sand, the bikinis,
their lives, said Stuart Him-
Tony Benis, media director
or the beer, but in terms of
melfarb, vice president of
for Commonwealth Promo-
entertainment marketing.
the Roper Organization
tions, the Boston-based
it's pretty much a transfer-
which monitors the college
creators of College Fest.
ral of many events and ac-
market
"It's a whole festival.
tivities," said Eric Well, a
There are jeans, compact
There's live music, there's
principal in Strategic Mar-
discs and hair mousse to be
comedy. there's fashion
keting Communications,
sold, as well as more mun-
shows, there's entertain-
which publishes Collegiate
dane Items such as dish
ment. And it's all for them.
Trends, the big newsletter
soap. toothpaste and
"There are thousands
on campus trends
microwave ovens.
upon thousands of their col-
Last October, for exam-
"They have a remark.
leagues, their peers, stand-
ple, College Fest: Way
able amount of current
ing there, milling around
More Weekend attracted al-
buying power," Himmel-
with them."
most 19,000 students and
farb said. "Their posses-
Ashley likened the exper-
150 advertisers to Boston's
sions, in terms of durable
lence to the produce-in-
John B.Hynes Veterans
and non-durable goods, are
duced hysteria of the Hay-
Memorial Convention
remarkably high."
market.
Center.
The several million stu-
"For some reason, Hay-
It was a two-day orgy of
dents who live off-campus
market is the most misera-
free product samples, live
have established indepen-
ble, frenctic atmosphere,
music and every diversion
dent households, Himmel-
but you enjoy it because
from a mechanical bull
farb said, and companies
you know you're going to
ride to a hollering contest to
would do well to cultivate
get 12 tangerines for $1," he
a "best torso" competition
brand loyalty now rather
said. "But this is with more
short of Connie Francis
than later.
energy, the whole youth
singing "Where the Boys
The college crowd. he
vibe."
Are"
said, "is an entry point into
Companies have recently
"The fact there were
the adult market, rather
begun pouring ad dollars
MARKET-MAKERS: Tony Benis and Betty Fulton of Commonwealth Promotions say
great bands there and grab
than an ending point in the
into promotions such as
'event marketing' is an effective way to reach college students. Staff photo by Anthor Polock
bags compelled me to at-
teen market."
College Fest and Campus
tend: you know how it is
However, ad experts
America Tour. In the 1980-
In addition to cultivating
the fee is a deal
pers of their generation. al-
when you're a poor stu-
view college students as a
'90 academic year, Weil
brand loyalty, the events al-
"They pay their $5, they
ready seem jaded beyond
dent" said Corin Ashley, 24,
notoriously difficult market
said, companies spent
low companies to promote
get this survival bag full of
their years.
a Berklee College of Music
to tap.
about 8 percent to 9 percent
tie-in sales or conduct mar-
stuff and they go to College
"More and more people
grad who has attended the
Lawrence H. Wortzel,
of their college-directed ad
ket research. The Reebok
Fest and they get tons of
my age are being marketed
annual College Fest promo-
professor of marketing at
dollars on event marketing.
store on Newbury Street re-
free stuff: CD samplers,
to constantly," said Ashley.
tion as a consumer and,
Boston University, said the
During the 1990-91 year,
deemed 2,000 coupons dis-
baseball caps, T-shirts,
"They're always aware of
with his band, Atlas
group is "rather difficult" to
said Well, the percentage
tributed at the 1991 College
sweat shirts, earphones.
that
They just say, OK.
Shrugged. as a performer.
reach via traditional media
rose to 13 percent; in the
Fest, said Benis In just
They get easily $50 to $100
let them market to me for a
The CEOs of Fortune 500
techniques.
1991-92 academic year, the
three hours, tape manufac-
(worth of merchandise)."
few hours, then ru get these
companies get heart palpi-
They don't read newspa-
percentage swelled to 24
turer Maxell saw 750 atten-
These savvy consumers,
free CDs and cool cou-
percent.
decs to the 1992 College
the best and brightest shop-
pons.''
When Berklee celebrated
Fest complete its five-page
its 25th annual jazz festival
survey.
yesterday, 5,000 "gig bags"
The astounding hook to
- each containing more
than a dozen freebles and
College Fest is Its admis-
sion fee (Campus America
FOR
NFORMATION
discount coupons - were
handed out to high-school
Tour is free). It is promo-
and college students.
tional genius: Thousands of
students shell out $5 In
Among the items were a
Here's a look at what full
BMG jazz CD sampler,
order to get the pitch, the
shmooze, the come-on.
colleges
Schick razors and Blistex
RWD microwave
lip balm.
"To be surrounded by all
60 percent television
Marketing people, said
those kids," said Guess?
VCRs
spokesperson Leah Levy
percent rented movie video
Benis, "love targeted sam-
month
pling oportunities."
Soltas, "and they're paying
percent went to an off-campus in past month
percent went to an on-campus movie in past month
The jazz CD? This, after
to come in there
27
percent own compact-disc
all, is a music school. The
"It's a reflection of my
52 percent own audio equipment
razors? For many students,
generation," said Ashley.
66 percent have a vehicle at college
it's shaving Indoctrination
"We grew up watching
40 percent plan to buy a vehicle in the next two years
46
time. But Blistex? "You do
commercials as entertain-
percent have used an ATM in last week
43 percent have used a computer the last week
any sort of wind instru-
ment"
35 percent traveled on spring break
ment." Benis explained.
Betty Fulton president of
20 percent bought traveler's checks the last year
FREE-FOR-ALL: Students scramble for giveaway
"you need to take care of
Commonwealth Promotion,
Source: Roper College
items being tossed into crowd at College Fest '92.
those lips."
said most students think
Letters
College Students, at Least, Aren't Apathetic
To the Editor:
rise as a result, 80 percent favor Gov-
A June 28 front-page article char-
ernment assistance to provide day
acterizes young people 18 to 29 years
care for working families; 80 percent
old as "indifferent toward public af-
favor prosecution of drug users, and
fairs" and current events, and you
78 percent indicate that they do not
quote a Times Mirror Center for the
believe that equal opportunity exists
People and the Press study that
for all Americans.
states they are a group that "knows
We do not share the view that this is
less, cares less, votes less and is less
an "indifferent generation." What's
critical of its leaders and institutions
more, all people 18 to 29 cannot be
than young people in the past."
lumped into one uniform group. While
Our research among college stu-
we cannot speak for the noncollege
dents nationwide since March 1988
population, we can point to three years
leads to a different conclusion -
of studies on campuses across the
there are among 18- to 29-year-olds a
country that this is a vibrant, opinion-
crucial core group of students that
ated, active group. They'll be heard
does care, does vote and is aware and
from.
STUART HIMMELFARB
critical of the world around them.
New York, July 9, 1990
College students have strong opinions
The writer is president of College-
about the major issues facing the
Track, a market research and con-
country and are active consumers of
sulting company.
major news media, from newspapers
and news weeklies to television news.
A summary of key findings:
Three-quarters of undergradu-
ates are registered to vote, and 83
percent of those voted in the 1988
Presidential election. Both rates are
far higher than-those for their non-
college peers or adults as a whole.
College students are critical of our
national leadership. More students ap-
prove of Mikhail S. Gorbachev's per-
formance (81 percent) than President
Bush's (63 percent) or Vice President
Dan Quayle's (40 percent).
Students are especially critical of
the business community's environ-
mental efforts. Asked to rate the busi-
ness community on a 10-point scale
for protecting the environment, stu-
dents gave business a grade of less
than 4. Only 7 percent of undergradu-
ates gave it a rating of 7 or higher.
By a 5-to-1 margin, students rank
the overall quality of Japanese prod-
ucts over those of the United States;
there was even a slight preference for
the quality of products from West
Germany. By better than 2-to-1 stu-
dents rank the Japanese economy
over the United States as the strong-
est in the world.
In our news media studies, News-
week and Time are consistently the
leading publications read by students
and news is among the top five televi-
sion programs they report watching.
Eighty percent read their local news-
paper at least weekly and more than
a quarter read it five or more times a
week. More than 90 percent read their
campus newspaper.
Sixty percent indicate that they
have become more politically aware
since coming to college. A similar
number indicated their political views
had shifted since coming to college.
Asked If they were likely to be in-
volved in political organizations or
activities after college, about half an-
The New York Times
swered that they would.
More than 90 percent of students
favor a woman's right to choose abor-
tion; 63 percent favor elimination of
Investments in South Africa; 89 per-
cent favor stronger protection for the
SUNDAY IIILY 15. 1990
College Students Show Little Voter Apathy
To the Editor:
tion between a woman and her doc-
"Is the Vote, Too, Wasted on
tor; 88 percent favor efforts to pro-
Youth?" (The Week in Review, June
tect the environment even if this re-
30) provides a pessimistic account of
sults in higher prices; 69 percent
the participation of younger voters in
favor gun control; 75 percent do not
elections on the 20th anniversary of
believe that equal opportunity exists
the 18-year-old vote.
for all Americans.
However, the low turnout among
Three-quarters of students dis-
all 18- to 20-year-olds does not tell the
agree with the statement "environ-
whole story of youthful voters;
mental problems today are so large
among college students, voter regis-
that there is little a person can do to
tration and voting are high.
make a difference," indicating a
In a study conducted by Roper Col-
sense that concerned citizens can
legeTrack in February 1989 among
help solve some of the major prob-
1,200 full-time students on campuses
lems facing the country.
across the country, we learned that 71
While you highlight the problems in
percent of students in four-year and
voter participation and civic-minded-
community colleges who were youn-
ness that affect many segments of the
ger than 21 were registered to vote
population, one group is benefiting
(as were 82 percent of students older
from the right to vote. And who knows
than 21). Asked if they voted in the
what this group of active voters will
1988 Presidential election, more than
accomplish if the right leader
80 percent of registered students, re-
emerges and asks them to do some-
gardless of age, responded that they
thing.
STUART HIMMELFARB
had. From these figures, college stu-
Vice President, Roper Organization
dents are nearly twice as likely as
New York, July 1, 1991
their noncollege counterparts to have
voted in the 1988 election. Enrollment
figures from the Department of Edu-
cation show college students repre-
sent about 4½ million votes.
The self-absorption and lack of in-
terest in current events that are often
used to explain low turnout among
younger voters are less evident on
campus - many students are aware
of and interested in current events. A
study we conducted last fall, "The
MTV-CollegeTrack Report," ex-
plored many of these issues:
One in five students is involved in
political activities or organizations,
and about half plan to be involved
after college.
More than 60 percent try to follow
what's happening in politics.
About 60 percent have become
more politically aware while at col-
lege, and not surprisingly, this sense
increases with year of study.
Two-thirds of students say their
political views have changed while at
college, including about 50 percent
who say they have become more lib-
eral and 15 percent who have become
more conservative.
Students hold strong opinions
about major issues facing the coun-
try: 91 percent favor distributing
birth control information to high
school students; 76 percent favor
keeping the decision to have an abor-
THE NEW YORK TIMES EDITORIALS/LETTERS THURSDAY, JULY 18, 1991
BIG FANS
If you want
10 know what'll
be hot on TV
paper. has enough trouble on her hands
Campus
campus attitudes on
tomorrou; look at
The paper's sports editor-a Cheers
"The Simpsons
everything from
fan-always beats her to the office TV.
is still a pretty
AIDS to shampoo-
what college kids
so she has to hoof it back to the lounge at
as opposed to 28
ON CAMPUS
her dorm. Shapiro Hall. For that sacred
good conversa-
hours for the aver-
are watching
60 minutes. no gabbing. no cooking.
tion piece. We
age 18-plus adult.
today-it's what
"There's a real sisterhood." she explains.
appreciate its
Click over to NBC.
Is that what kids go to school for?
twisted humor.
hear the same tune.
the networks do!
Aren't Harvard undergrads. at least.
The Cosby
"They're most likely
buried in a pile of
Show is defi-
to catch the wave of
Proust and physics?
a trend before it
Only some. "We were
nitely not on
breaks." says Nich-
suckled on MTV." says
our list."
By Alice Cary
olas Schiavone. vice-
Harvard senior Dave
-Catherine Thorpe,
president of Media
can't believe Sam and
Mandel. Dan Pereira.
Senior.
"I
Columbia University
& Marketing Re-
Rebecca aren't going to
his colleague on the
search. Ditto at ABC.
have a baby!" moans
Harrard Lampoon.
where Marketing and Research VP Dick
Adriane Shuman, a sopho-
says. "At the Lampoon
Montesano notes: "As a prime-time group,
more at Springfield College in
we use television as a
they can turn a fad into something real."
western Massachusetts. as
reference more often
About two-thirds of today's under-
she zaps off Cheers and col-
than Dickens."
grads lug TVs to their rooms. according
lapses on her pillow.
10 CollegeTrack. More than half the sets
"It would've been cute to
0
n campuses across
come equipped with remote controls. ca-
see a little Sam Malone run-
the country. Bart's
ble. and VCRs. CollegeTrack says these
ning around." laments Kristin
still cool. Letterman
entertainment hounds have dollars to
Lavin, her roommate.
rules. and Becerly Hills.
Inside the cinder-block
90210 is making them
walls of Room 711. Inter-
drool.
Students' TV Top Ten
national Hall. amid dirty laun-
While Mom and Pop
Four-year undergraduates nation-
dry. dictionaries. and 112 and
settle in for another
wide were asked 10 name the
Public Enemy posters. the
night of 60 Minutes and
shows they watch most frequently
two coeds and five others—
Murder. She Wrote
1. Cheers
the usual Thursday night
dorm dwellers crave
2. The Simpsons
crew-have gathered. Shippets
cutting edge. Network
3. The Cosby Show
of Bererly Hills. 90210 filter
execs call them trend-
4. Beverly Hills, 90210
in from another room down
setters. "the opinion-
5. Saturday Night Live
mmmmy
the hall. Shuman picks her
leader audience. They're
6. Days of Our Lives
will over sprawled bodies to
the first to explore the
A Different World
shut the door. drown out the distraction.
TV time Jessica Shaw (with headband) and
dial." says Andrew Fessel. senior VP of
Columbia University pais tune in to a dorm TV
In Living Color
Thursday night, it seems. is decision
Research and Marketing at Fox.
Married with Children
time at Everywhere l'. The bickering
achusetts pals don't room with Barnard
Students are certainly much more selec-
used to be over Bill or Bart: now it's Sam
tive: although 92 percent say they watch
10. Late Night with
College/Columbia University junior
VS. Dylan and Brandon-and Fox's heart-
regularly. students view an average of
David Letterman
Jessica Shaw in New York City. Shaw.
throbs are gaining on the aging pitcher.
who helps pen a column called "Beverly
only 17 hours of TV a week. according to
L.A. Law
Good thing Shuman and her Mass-
Hills UnZIPed" for the Columbia news-
Roper CollegeTrack-which measures
TV TDE APRIL IS Reg
dent here at Letter.
Campus Sound
spending. trend-set-
Where the Boys and Girls Are
man. Just the whole
ting campus crowd.
creator Matt Groening. TV
feel of the office."
"Myfriends
"We cannot allow
definitely isn't in. But
Late-Night Hosts with the Most
signs in the halls to tow in more Trekkies.
Perhaps such nouveau kitsch accounts
on Thursday Nights
Morton stays abreast
and I have this
that level of numea-
Groening's gang is. as well as
the king of soho under-
for the newest cult hit: Mystery Science
Who's more popular on campus? Ted Danson (left) or
of what's hot and
thing, where if
sured audience to
almost the entire Fox lineup.
gradilates crowned as their.midnight monarch
Theater JOOO on cable's Comedy Central
Luke Perry? Here's how their shows fared with students:
what's by sitting
Hawaii Five-O
continue. because
which garners praise on al-
channel. MST 3000 fans join host Joel
the advisory board of
comes on, we
hundreds of mil-
most every campus.
Hodgson and his robot sidekicks as they
CHEERS
BEVERLY HILLS, 90210
the National Associa-
have to sit
lions of dollars of
"Fox is gutsy and trendy.
watch had movies and offer a constant
tion of College Broad-
value are not being
and the kids are excited by
David Letterman
comment of wisecracks. Students adore
there and
Men
Men
casters, along with
accounted All's
that," says Dr. J. Gregory
(37%)
their savvy slings at such fare as "God-
(33%)
such other notables as
watch il, no
(8%)
Montesano told Eler.
Payne, chair of the Comm-
zilla VS. the Sea Monster." "Anyone who
media mogul Ted
matter how
traic Matia maga-
unication Studies Division at
Arsento Hall
watches for 10-min-
Campus Sound
Turner and MTV's
many episodes
zine in a 1990 inter-
Emerson College in Boston.
(28%)
utes falls for it im-
Women
Women
From Harvard to the
mediately," says Bill
"I don't think
Doug Herzog.
they run."
view. NBC's Schia-
(21%)
(20%)
No wonder, then.
vone calls the mar-
University of Kansas, kudos
Daly. a junior at
too many peo-
that MTV follows un-
-Dave Mandel
ket "under-research-
goes to such shows as
Married with Children and
1
Emerson.
ple here like
Senior Harrant
Source Rose ComergeTrack
dergrads to Daytona
University
ed. undervatued and
Johnny Carson (10%)
Jay Lane (5%)
Penn State senior
Bart Simpson.
during spring break.
misunderstood."
Parker Lewis Can't Lose,
Bob Reap is also a
He sasses his
pend-more than $25 billion total buy-
hosting live shows on the sand: that
So. just what does this trend-setting
which dare to be different. Students tend
irreverent and alive. Shows that break a
MST 3000 junkie.
parents and
18 power-especially on stereos, cloth-
Morton keeps the college music charts
crowd hunker down to watch?
to skip the mainstream, agrees Jeff
format and occasionally shock and be
but since the show
Ig. music, and computers. Advertisers
on his desk, making bookings according.
There's late-night. of course. long a
Southard. who runs U Network. a satel-
wilder." Twin Peaks used to be a sign of
can't be seen at his
has no respect
gure if they catch them now. before
ly; that Bob Costas schedules his Later
student standby. Letterman is the clear
lite link of student-produced shows
network nerve: now there's Northern
college. he's work-
for authority"
rand loyalties are formed. they've got
shows with hip guests for college breaks.
choice among males, CollegeTrack says,
beamed to more than 100 campuses. His
Exposure.
ing with Comedy
-Mike Hicks
he young consumers for life.
Yes, coeds are being courted-but.
while women are split between that
viewers want "just about anything that's
Hold on to your mooses. though.
Central to stage in-
Junior. Oml Roberts
University
ironically. not counted.
show and Arsenio.
Collegians also yearn for home cookin'
dependent screen-
Thisn
Campus Sound Bite
To Mom. Pop. teeny-boppers. too-
The Nielsen ratings service doesn't
Daytime soap op-
TV
every once in a while. Something to re-
ings. "It will sweep
regularly measure "out-of-home view.
eras are also popu-
"TV is taboo
here's why you should take a break
from Designing Women and Couch to
ers." those who watch in dorms, offices.
lar on campuses,
here. It's the
Next Week in
mind them of Mom and Main Street. Old
the campus like wildfire." he predicts.
GUIDE
friends-some from programs older than
Harvard sophomore Josh Lieb thinks
beck out the current campus viewing
bars, hotels. And that bothers the three
with Midwestern
mass media
the students themselves-like Gilligan,
he may understand the entire campy
habits. Like it or not, what the college
major networks, which have watched
and Southern stu-
and it's evil.
Burt Reynolds
Mary Tyler Moore, and-best of all-Jan.
craze. "A lot of people our age have a
rowd latches on to today, you may well
their share of the prime-time viewership
dents the most like-
But MacNeil/
Peter. and Cindy.
stomach for bad TV." he says. "It's so rare
** watching tomorrow, either as fleedgling
drop from 92 percent in 1977 to 62 per-
Bounces Back
ly to seek out the
The Brudy Bunch, alas. is hip.
to find anything good. I don't want to see
Lehrer always
hows given wider exposure. or imitations
cent in 1991. They want to count every
afternoon suds.
draws a crowd
In an exclusive TV
"It's SO right it's left." says Greg Young.
anything that tries."
rying to cash in on the latest hits. Under-
viewer they can get-especially the free-
As for prime
a senior at the University of Missouri's
Bad TV. good TV. the truth is that
time. students sur-
in the commu-
GUIDE interview the
grads, after were among
Columbia campus. *We say the lines In
while undergrads may profess to prefer
be first to pronounce Bart
nity center. If
superstar reveals:
If You Can't Beat 'em, Form a Club
veyed by TV GEIDE
each other." he says. "It mirrors the way I
high GPAs and hours at their IBMs. TV is
agree they're bored
anyone tried to
his past demons
Simpson a national hero,
grew up." says Harvard's Pereira.
their dirty little secret.
and the first to tune in to
Arguments among small-screen-struck dorm
denizens over what to watch are nothing new. A frat
with the big three.
switch it to
(including a false
Given this penchant for old and new.
"This is embarrassing." says Uni-
rumor that he had AIDS)
the trendiest of trends combines both.
ABC's Twin Proks, a shoot-
spat helped put Vanderbilt grad Jim Clark in busi-
tired of the tried and
versity of Kansas junior Scott Wilson. *1
CBS, people
ng-star phenomenon that
true. "All the sit-
how wife Loni Anderson, son
Witness the success of Star 7Yrk: The Next
probably watch about 20 hours a week."
ness. In 1979. while battling a bothersome
coms are the same."
would freak."
programmers are still try-
-David Wagner
Quinton, and his TV show saved him
Generation, which undergrads praise
Back at Columbia's Shapiro Hall in
M*A*S*H contingent at his Nashville
ng to replicate in longer-
campus, he and three Phi Kappa
says Linda Gwilym.
Sexior, The Emprover
a candid look at the ups and
from Coast to Coast. Slick. they call it. the
New York. Jessica Shaw silences her
asting form.
Sigma brothers founded The Andy
a senior at The
Sinte College talua
most visually excit-
downs of his roller-coaster career.
Campus Sound Bits
troops for another night of thrills from
For proof positive of
Griffith Show Rerun Watchers Club
Evergreen State
mater of Simpsons m
ing show by far.
La La Land. "Everybody here likes to say
above Mall (inework)
"One of the
student power. talk to 11%
(Griffith is pictured at left). It's still
College in Washing-
PLUS:
Racially diverse. on
they don't watch TV." she says. "But I
terman producer Robert
going strong: "Presiding Goober"
ton state. "We're
top of the issues.
biggest hils is
think it's all a lie. I totally plan my sched-
Clark oversees about 20,000
supposed to believe these people are
Adieu to the Huxtables
Morton. He calls their in-
Evergreen State stu-
Tiny Toons."
ule around 90210."
Juence "obvious." adding:
members, more than 650 chap-
normal? Problems are resolved in 22
A photo-filled farewell to The Cosby
dents filled a hall to
Nim Cary is a Massachusctts-basrel Indance
The sensibility of that col-
ters, and a thriving newsletter.
minutes?" At her liberal. "alternative"
Show, featuring a tribute by Coretta
watch big-screen
-Ken Peregos
Senior. University of
writer. Shr graduated in 1981 from the
"g" age is very, very evi-
school. whose alumn include Simpsons
Scott King. Don't miss it!
episodes. University
Maryland, Baltimon
University of Maryland, where she majoried
of Missouri fans post
in English and Dick Van Dyke Show mems
a 114: MMI. 15.
Page 18
ADWEEK/July 13, 1992
HIGH HOPES
With the debut of 'Melrose Place,' Fox is out to extend its franchise
on the youth market and to prove itself as a full-time network.
or Generation X, the crowd in its early 20s
F
audience spans all the way down to 8-year-olds.
that finds itself psychically adrift in an in-
The appeal of 90210 can be found in the show's
creasingly complex time, Fox Broadcasting
family aspects, says Irma Zandl, president of youth
has a place in mind-Melrose Place. Much is
market consultant Xtreme Inc. "When you get be-
riding on the hour-long drama series, which was con-
yond all the cute girls and guys, at the core you have
ceived as a way for the network to extend the success
this one strong traditional family with strong va-
of Beverly Hills 90210 to an older demographic.
lues," she says. "That's one of the reasons Cheers
A critical component of Fox's move to a seven-night
has been SO popular with young people for SO long is
schedule this year, Melrose Place is the biggest test
that it represents a really strong family."
yet of whether the network can play with the big boys.
The apartment house on Melrose, like the bar on
Launched last week with a 90-minute premiere, Mel-
Cheers, is designed as a communal place where its
rose moves into its regular time slot this week on
residents are bound together as a loose-knit family.
Wednesdays at 9 p.m., following new episodes of 90210.
For this generation, adds Zandl, family, community
Industry observers say the Melrose-90210 pair-
and sex trigger a potent and emotional mix.
ing could make Fox almost unbeatable on Wednes-
"The most powerful aspect of Melrose Place is
day nights among 16- to 24-
that it deals with real situations," says Andy Fessel,
HOLLYWOOD
year-olds. The network has
senior vp/research and marketing at Fox. "It is
lined up Dr Pepper, Nike and
helping teens and young adults to understand the
the usual assortment of fast-
depth and diversity and challenges in their lives."
food outlets to advertise on the
While that may be a bit of a reach, Roper re-
show. National 30-second spots
search indicates that many members of the Fox au-
CONFIDENTIAL
are reportedly running about
dience agree with that assessment. "Fox has come
$125,000 (similar to prices for
up with a formula, an attitude, that is very appealing
90210).
BY BETSY
to college students," says Himmelfarb. "Melrose
Expectations for Melrose
Place is going to represent something to trade up to
SHARKEY
Place are high among those who
for some of the 90210 college viewers."
track the 5.6-million strong col-
Chuck Bachrach, senior vp/network and pro-
lege market-the population segment that is the show's
gramming for Rubin Postaer & Associates, says it
core audience-partly because of the show's location on
will take several shows before Melrose Place can be
the schedule, and partly because of its positioning.
pronounced a winner or a loser. "If they can spin
Although Melrose Place is set in one of the hippest
this as they've done with 90210, they could very well
areas of Los Angeles-the Melrose district features
be on their way," he says.
everything from '50s-style diner Johnny Rockets to
Fox has done much to give Melrose Place a good shot
punk clothier Retail Slut-the network is pitching the
at success. It has run highly stylized promotional teases
show as a state of mind. In promos, Fox has worked
for months and woven plot twists into Beverly Hills
hard to set up Melrose as "a place where you fit in."
90210 to help set up the show. Some of the initial epi-
The visual subtext-a sort of James Dean, blue jeans
sodes of Melrose Place will be seeded with characters
and tortured grit-catches the vulnerable side of the
and storylines drawn from 90210. That sort of blending
show's stars, who nevertheless have the looks to in-
has launched some of the most successful shows in TV
sure they will slip right into the Melrose scene.
history, including Laverne & Shirley (which grew out of
"College students right now are dealing with a
Happy Days) and more recently A Different World
great deal of anxiety about their careers, their fu-
(which was spun from The Cosby Show).
ture, their relationships," says Stuart Himmelfarb,
Stacking the deck further in Fox's favor is the
vice president of The Roper Organization, a leading
network's franchise among college students, thanks
public opinion polling firm. "A program like Melrose
to shows like The Simpsons and Married With Chil-
Place is a bit of empathy, a bit of release."
dren. "Once something catches on, college is an en-
Fox is counting on Melrose and its post-high
vironment in which anything spreads quickly," says
school themes to bolster the network's standing as
Himmelfarb. "They're watching TV in dorms, and
the choice of the young. 90210 consistently places in
TV viewing is much more of a social thing. So what's
the top 10 among shows watched by college students,
hot gets hot very, very quickly." With Melrose
according to the Roper College Track survey, and its
Place, Fox is hoping for a very hot summer.
RETAILING
Colleges' Student Unions Face Big Test
And the Answers Areon the Bottom Line
By PAULINE YOSHIHASHI
Staff Reporter of THE WAI.L STREET JOURNAL
Colleges and universities, squeezed by
university
dwindling budgets and spiraling costs, are
giving their student centers crash courses
in Retailing 101.
At the University of South Carolina at
Columbia, an on-campus mall offers ev-
erything from clothing. flowers and frozen
yogurt to new hair styles, airline tickets
and contact lenses. Scholars can drop by
Colorado State University's expanded stu-
dent union to buy a new computer, and
also rent skis or hiking boots for a week-
end of work and play.
Scores of other campuses across the na-
tion now offer brand-name fast food, con-
venience stores, computer software, com-
pact disks, and services of all sorts to meet
the demands of an increasingly affluent
student body. As higher education strug-
gles through waves of cost-cutting, colleges
are in effect turning to their own cus-
tomers to keep student centers afloat.
Extra Funds
"We have to better respond to the needs
of our population, and become fiscally re-
sponsible, too," says Manuel Cunard, di-
rector of Colorado State's Lory Student
Center. As enrollment in higher education
grows only modestly from about 13.6 mil-
lion students currently, schools will have to
SALI
TRAVELL
scramble for extra funds in coming
years.
The Lory Center is a textbook case of
the push for profitability. In the mld-1980s,
it was in a jam. With $250,000 in debt, the
center couldn't meet bond obligations on
the building and was in technical default.
After a quick review and a boost from
another bond sale, the university began
overhauling the center by converting its
450-seat cafeteria to a food court that pro-
duced a tenfold jump in revenue, Mr. Cun-
Gary Zamchick
ard says. Then came a $1.2 million over-
bowling alleys, video arcade, game room
as consumers than we gave them credit
haul of the bookstore, which now boasts a
and outdoor-equipment rental shop.
for," says Stuart Himmelfarb of Roper
65-foot archway reminiscent of a suburban
Last year, the center produced $18 mil-
CollegeTrack. a market-research firm that
shopping mall and offers more soft goods
lion in operating revenue at the 20,000-stu-
specializes in college students.
along with the standard fare of books and
dent campus, and relied on student fees for
school supplies.
less than 7% of its total operating budget.
Discretionary Income
The center includes a Hardee's fast-food
"We have about 320,000 square feet, and
The firm says students at colleges, uni-
outlet, a travel agency, ice cream parlor,
we're using every inch." Mr. Cunard says.
versities and junior colleges control about
hair salon, three banks and a recently
Student surveys may lead to even more
S13 billion in discretionary income. which
opened computer hardware store. Those
services, such as dry cleaning.
amounts to a per-student average of $134 a
businesses complement the union's ball-
"College students are far more active
month spent on nonessential items such as
rooms and lecture halls, as well as its
and acquisitive, and far more experienced
Please Turn to Page B5. Column 5
THE WALL STREET JOURNAL.
MONDAY, MARCH 16, 1992
THE WALL STREET JOURNAL MONDAY, MARCH 16, 1992 B5
MARKETING & MEDIA
Student Unions Face
An Important Test
Over Bottom Line
pulling "The Satanic Verses" off some
Continued From Page BI
cosmetics. entertainment and eating out.
campus shelves in 1989. "We report to the
other locations.
[college ] administration when an issue like
Some student unions can be victims of
"They're also very mobile, and very selec-
tive," Mr. Himmelfarb notes. "The chal-
that comes up," says Alan Kahn, president
their own success. Local merchants in.
lenge to retailers is to capture their atten-
of Barnes & Noble Bookstore Inc., which
South Carolina and elsewhere have raised,
tion."
operates more than 240 campus stores un-
a fuss over on-campus stores, arguing that
der its college division.
a university's tax-exempt status puts off
Richard Wertz, vice president. business
In California, some student groups at
campus small businesses at a disadvan-
affairs, at the University of South Caro-
the California State University at North-
tage. Schools have run into similar spats
lina, notes that some businesses just aren't
made for colleges. "Greek logo things for
ridge and other campuses have fought the
over on-campus rock concerts and other
fraternities and sororities work well, but
opening of Carl's Jr. fast-food restaurants
moneymaking enterprises, and most take)
you can't be selling cashmere sweaters,"
because of the political views of Carl
pains to avoid town-and-gown publicity
he says.
Karcher Enterprises Inc. founder, Carl N.
flaps. Some invite complaining town mer-
But mixing marketing and academia
Karcher. Mr. Karcher has supported anti-
chants to set up branches on campus.
abortion political candidates and proposals
Despite those issues, the rush to retall-
can spark some philosophical as well as
that some groups have called homophobic,
ing continues. Follett Corp., of Chicago,
practical problems.
one of the nation's biggest campus-book-
"The idea of comparing student unions
sparking student protests. "Carl will con-
to shopping centers is one that's caused
tinue to exercise his right to free speech,"
store operators with more than 400 outlets,
some people to bristle-it's too crass, too
says Shirley Bracken, a Karcher Enter-
reports that more than 35% of its business
commercial and lacks the educational
prises vice president.
on campus now stems from supplies, food,
Moreover, the business end isn't as easy
snacks and other nontextbook items. The
component," says J. William Johnston, as-
sistant vice president, student affairs, at
as it may look. Marriott Corp., whose edu-
company Is branching out into coffee
Southern Methodist University and presi-
cation-services unit pulls in $670 million
shops, custom publishing and other areas
dent of the Association of College Unions-
in revenue from 430 colleges and universi-
to bolster profit.
ties, says operators can find it tough to ad-
If students still want to go off campus to
International. "But philosophically, they're
just to having a highly seasonal group of
shop, the student unions might provide the
the community center of campus, and
malls have become that in our society."
employees and customers. Most have to
wheels. "If we could figure out the space,
Pragmatists argue that without money-
squeeze 12 months' profit out of the nine
we'd put in a car-rental agency," says the
generating student-union businesses, funds
months when most students fill campuses,
University of South Carolina's Mr. Wertz.
for other academic and social functions
and hire and train new groups of em-
"We're willing to try any number of things
will be limited or cut off entirely. "This is
ployees more often than restaurants in
that might work.
a research campus, and we feel that as
many resources as possible should go to-
ward that," says James Carruthers, direc-
tor of the Price Center, the student union
at the University of California at San
Diego. "That's part of our function."
But outside businesses can be thrust
into social and political flaps, such as the
brouhaha over bookseller Barnes & Noble
Young America Still Fosters Entrepreneurial Ambitions
'Baby Busters' Strike Out on Their Own, but Wealth Is Not Sole Motivator
By MICHAEL SELZ
les. 12% of college freshmen last year said
did several years ago, many young adults
mand from students. Today. such course
Staff Reporter of THE WALL STREET JOURNAL
succeeding in their own business was es.
aren't complaining. "Ten years ago young
work is as popular as ever. Indeed. the
The 19S0s may have been the decade
sential or very important to them. This
people had the romantic view that entre
major is SO highly coveted at the Univer
of the youthful entrepreneur-but so far
was off from the 1957 to 52% in the mid
preneurship was a way to great wealth."
sity of Arizona in Tucson that half the Stu:
the 1990s are holding their own.
1980s. but about the same level as in the
says Paul Reynolds, a professor who
dents who apply for it are turned away.
Only vesterday. it seems. magazines
1970s.
teaches entrepreneurship at Marquette
Britton Dornquast, an Arizona entrepre.
glamorized one twenty-something whiz kid
after another who made a fortune starting
An Independent Life Style
University in Milwaukee. "You get the
neurship graduate who last year opened
sense now that they think it's a way to
a business in a garage. Thousands wanted
In a survey last November by Roper
his own music store. says he raised $40,000
maintain some autonomy."
to follow his example-and record num-
CollegeTrack. a unit of the Roper Organi-
to fund the venture with a business plan he
Moreover. far from discouraging young
developed in school. His success "was a di
hers actually did.
zation, 38% of the 1,200 students questioned
people. economic hard times actually
Now the go-go years are over. Business
at 100 colleges said owning a business rep
rect result of that program." he says.
makes business ownership seem more ap-
failures last year rose HS from 1990.
resented an excellent opportunity for a
Freedom isn't the only motivating force
pealing to some than risking arbitrary cut-
successful career. That was far more than
for today's starting entrepreneurs "I
while business formations plunged 33%
backs at a big company. "This generation
from their peak in the mid-1980s. Talk of
the 24% who said the same of working for
of students is facing a high level of anxi-
Tomorrow's
getting rich quick through owning a busi-
a large corporation. "Today's students are
ety. far more than they ever thought" they
ness has gotten scarcer.
very individualistic. and entrepreneurship
would. says Stuart Himmelfarb. a Roper
Entrepreneurs
Yet a large share of America's youth
would be very consistent with that." says
vice president. In such an environment,
Share of college freshmen who say succeeding
still feels the pull of the entrepreneurial
Eric Dey. the Higher Education Research
"they're saying the best way to get ahead
in their own business is essential or very
life. According to a long-running survey by
Institute associate director.
is to start your own business."
important
the Higher Education Research Institute at
If business ownership seems a less
60%
the University of California at Los Ange-
promising road to enormous riches than it
Baby Buster Values
The nation's 48 million "baby busters."
50
generally defined as 18-to-29-year-olds who
grew up in the shadow of the 77 million
40
baby boomers. also say that getting ahead
means more than finding work in a shrink-
30
ing job market or making loads of money.
They also are looking for greater job satis-
20
faction and independence.
"A lot of hot-shot guys go out and make
10
a million bucks as entrepreneurs. but that
0
was never a goal for me." says Christo-
1971
'73
75
'77
79
'81
'83
'85
'87
'89
91
pher Good. At age 26 two years ago. he
founded Good Food Systems. a Cincinnati
Source Higher Education Research Institute UCLA
provider of bar-code scanning equipment
to school cafeterias. "I knew I'd be OK if
agree there's more to life than money. but
I did something I was happy doing and was
we all want a life style that only a certain
in control of my life."
amount of money gets us," says Thomas
Another entrepreneur. 26-year-old Mark
Knapp. the 27-year-old founder of Club
McWilliams. says he started his paint con-
Sportswear Inc., a clothing maker in Ir.
tracting firm in 1988 because he wanted
vine. Calif., where he says annual sales
the freedom to "channel my energies in
reached S10 million last year.
any direction I wanted. I wanted to do
To many. contributing to society also
things my own way."
ranks highly. "I want to be a person who
Mr. McWilliams says he built the firm's
20 years down the road can look back and
sales to $200,000 annually before enrolling
say, 1 was instrumental in creating some-
:2 THE WALL STREET JOURNAL MONDAY. APRIL 6. 1992
last year in the M.B.A. program at the
thing. I left a mark.' says Vishal Agar-
University of Massachusetts at Amherst.
wal. a 20-year-old finance major at the
After getting his degree. he says. he may
University of Arizona.
work for another firm to improve his busi-
Inevitably. some entrepreneurs throw
ness skills. But he intends eventually to
all their energies into their businesses at
start another company.
the expense of almost everything else-just
Conforming to the culture of a big com-
as they always have. Keith Alper. the 29.
pany would stifle his creativity. Mr.
year-old founder of Creative Producers
McWilliams says. "I'd be selling myself
Group Inc., a St. Louis supplier of corpo-
short in a corporate environment." he
rate-training videos, admits he's a worka-
adds.
holic. "I'm married to my business." says
Popular Programs
Mr. Alper, who puts in 12-hour days and
works on weekends. "I'm losing my hair.
Ann Abady. a 22-year-old senior at Bay-
People say I look 35."
lor University in Waco, Texas, says that as
But freedom of action appears to be a
an entrepreneur. "you don't have to go
particularly important entrepreneurial
with the flow." And if she goes into busi-
driving force of the 1990s. Mr. Knapp. Club
ness for herself. it wen't be for self-fulfill-
Sportswear's founder, says he cherishes a
ment only: she also wants to help society.
life style that enables him to "do whatever
"I've always wanted to find a need in the
I want when I want."
community and create a business to fill
Most of all, in spite of the long hours he
it." she says.
puts in, this includes being with his wife
Baylor is one of two dozen or so univer-
and child. "I'm not a workaholic," he says.
sities that began offering entrepreneurship
"My family is my priority. way before my
majors in the 1980s to meet growing de-
business."
FEB.
THE NILSON REPORT
518
1992
SINCE 1969 THE INDUSTRY'S LEADING NEWS AND ADVISORY SERVICE FOR CREDIT/DEBIT-CARD EXECUTIVES
STUDENT MARKETING — Part I College campuses hold more new cardholder
prospects with long-term profit potential than any other identifiable segment of the U.S.
population. The cost to card issuers of acquiring and servicing new student accounts
during the early years can be three or four times more than other segments of the popula-
tion, but can still be more profitable in the long term. Students tend to (tum to page 5)
Student Marketing (from page 1)
remain loyal to issuers that grant them their first line of
unsecured credit, keeping their original accounts an average of 15 years. They are less likely
to become delinquent and their charge-offs are
lower, largely because of no bankruptcies.
THE 1992-93 COLLEGE MARKET
American Express and Sears were first of the
STUDENTS
18,572,000
SCHOOLS
major credit grantors to conduct large-scale
4,680
student-marketing programs 15 years ago,
Full Time
57%
Privote
54%
Part Time
43%
Public
46%
although Diners Club pioneered the idea in the
mid-sixties. Diners dropped out and Sears
Trade & Technical 5,086,500
Trade & Technical
1,200
Two-Year
5,160,600
Two Year
1,454
stopped promoting its store card in favor of
Four-Year Only
795,000
Four-Year + Grad.
1,134
Discover, which is one of the first to wisely invest
Four-Year + Grad 7,406,400
Four Year
640
in precollege promotions - the next big wave in
Graduate Only
123,500
Graduate Only
252
youth marketing. Freshmen, once overlooked as
Mole
48%
Live on Campus.
21%
Female
52%
Live off Campus
79%
potential customers, are getting more attention
because so many in the upper classes already have
© 1992 The Nitson Report
cards. Promotions to students at trade and technical schools, formerly considered off-limits
as unstable credit risks, are also showing promise because of new scoring procedures that
allow issuers to more carefully monitor individual spending and repayment patterns.
Promotions to students on all U.S. campuses this year are expected to generate 3.65 million
applications. At an average reject rate of 42%, that should produce 2.12 million new
accounts. The largest chunks will go to Citibank, Chase, American Express, and Discover.
All four use an efficient mix of promotion options listed here. Maximum penetration can be
achieved only by selective use of all available distribution, media and research resources
including professional help from leading firms in this business shown on the next page.
WHEN CARDS WERE OBTAINED
AS FRESHMAN
33%
AS SOPHOMORE
.22%
Roper CollegeTrack is the definitive study of the
BETWEEN HS & COLLEGE 21%
college market released this month, based on
IN HIGH SCHOOL
11%
interviews with 1,200 full-time undergraduates on
AS JUNIOR
10%
100 four-year campuses. It reports students'
AS SENIOR
1%
financial resources, employment levels, interests in
OTHER
2%
products and services, attitudes toward the econo-
SOURCE Roger Cologetied © 1992 The Milson Report
my, and career prospects. Other information
includes credit-card ownership by issuer, student
attitudes toward cards, and use of financial prod-
MARKETING RESULTS BY MEDIA
ucts including checking and savings accounts.
DIRECT MAIL
38%
"Financial Services" study costs $8,000. "Lifestyle
ON-CAMPUS TAKE-ONE
24%
and Media Study" issued three times a year costs
ADVERTISING
10%
$10,000. Four reports combined cost $ 16,000.
OFF-CAMPUS TAKE-ONE 12%
ON-CAMPUS REP.
5%
BOOKSTORE BOOKBAG
2%
OTHER
9%
SOURCE: Roper CollegeTrack
o
1992
The
Nilson
Report
Television Becomes Basic Furniture
In College Students' Ivory Towers
By SARA RIMER
gether in lounges and watch the Pres.
dominated their lives. And they were
Brice Pender arrived at the Uni-
idential election, the Cuban missile
unanimous in saying that music is
versity of North Carolina with the
crisis, the World Series. People didn't
still much more important than tele-
watch any other type of show Televi-
vision
usual assortment of student gear:
posters: dictionaries, thesaurus and
sion was not as central to people's
"TV's turning us into a mush na-
lives then as n IN now."
non," said Jed Meyer, a Columbia
it set of Shakespeare plays; micro-
senior
wave, tape deck. pillow embroidered
Honded by 'The Brady Bunch'
Mr. Beskind, who hupes to be a film
by his grandmother - and his 19-inch
Today's students still count on tele.
maker or a novelist, said he thought
remote-control Magnavox with a
VISION for the big events They were
the Harry Levinson movie "Avalon,"
VCR.
Students used to leave behind the
riveted by the Clarence Thomas-
who charts the emergence of televi-
sun in une Baltimore neighborhood,
world of television when they went to
Anita F Hill hearings along with ev.
college. Twenty years ago, TV sets
cryone else. But they also watch, and
got " right "Nothing's on, and they
tended to be found III dormitory
talk about, a lot of other programs
all NH around watching H." he said
"IV destroyed the American family
lounges and fraternity and survrity
"I'll watch The Brady Bunch' over
Adults come home from work and
houses, not 541 much in individual
and over." Michael Platzman, a sen-
watch IV It cuts off communica.
rooms. Now televisions are nearly as
for at Columbia College who IS major-
Don
common as stereos. This generation
mg in biomedical engineering. said
of undergraduates grew up on "Sesa-
Sharing in the Stupid
the other evening while watching
me Street," now in its 23d season, and
"Bugs Bunny" in the lounge in his
Michael Moffatt. an associate pro-
moved on to MTV. For them. televi-
dormitory don't know why. Televi-
fessor of anthropology at Rutgers
sion has been ubiquitous, and it re.
sion relaxes me."
University, spent two years in the late
mains a big part of their lives.
1980's living in an undergraduate dor.
Television, from "Sesame Street"
"TV is their collective dream ma-
milory at Rulgers for his 1989 book,
to "The Brady Bunch" to "The Simp-
chine, their temple, their sense of
"Coming of Age in New Jersey," pub-
sons," has become the common cul-
being members of a nation," said
lished by Rutgers University Press.
ture of today's college students. The
Todd Gitlin, professor of sociology at
undergraduates surveyed by Roper
"One of my more significant find-
the University of California, Berke-
watched an average of 18 hours of
ings IN that students watch less TV
ley. and author of "Inside Prime
television a week. The 10 programs
than the average adult," Mr. Moffatt
Time" (Pantheon, 1985). "It's as if
they watched most frequently includ-
said "They're studying, talking,
they're carrying their pews with
ed one daytime soap opeΓa "Days of
schmoozing and chasing males or fe-
them. They've always watched 'L.A.
Our Lives"), two late programs
males."
Law." They can't imagine a world
("Late Night With David Letterman"
Mr Moffatt did discover what he
without it. It's normal. College is one
and "Saturday Night Live") and
calls "the ritualistic social viewing of
episode in this unfolding normality."
something incredibly stupid." At his
There is little research on the tele-
dorm at Rutgers. it was "Gilligan's
#:
vision habits of college students. Niel-
Island On Anna Simily's dormitory
sen Media Research measures view.
TV as ritual and
floor at Columbia, it's "Bugs Bunny
mg only in American households,
Ms. Smith, Mr Platzman and a hand-
Franco/ The New York Times
which excludes college dormitory
ful of other students were watching it
residents along with people who
recreation of the
together in the lounge the other
Televisions have become nearly as common as
Andy Westney, back to camera, who was a teen-
watch in bars, hotels and hospitals.
evening
Nielsen has determined. however,
'Sesame Street'
"Watching television in your room
stereos in individual rooms in college and university
age "Jeopardy" champion last year, relaxed in a
that in 1990. of those watching televi-
IS lonely," Mr Platzman said
dormitories. Sumi Sakata, left, Tiffany Smythe and
dormitory room at Columbia University.
sion outside the home, 21 percent
generation.
There is also the regalishe social
were at colleges.
viewing of something funny, like
"The Sumpsons." Ms. Smith, Ms
Cable in Every Room
Platzman and the other students on
In addition, three-quarters of 1,500
their floor still complain about the
three Fox programs ("The Simp.
undergraduates surveyed last spring
fire drill during the show's scason
sons," "In Living Culor" and "Mar-
for Roner CollegeTrack a market
ried With Children")
premiere this fall They also watch
research service based in New York,
"Jeopardy" together. That's because
Their favorite program was
had their own televisions at college.
the teen-age "Jeopardy" champion,
"Cheers," followed by The Cosby
Half those sets were connected to a
18-year old Andy Westney. from At.
Show" and "The Simpsons." This
VCR, and half received cable. Two
lanta, lives on their floor Mr. West.
season Fox's "Beverly Hills 90210.'
years ago, the University of Southern
about a group of students at West
my, whose "Jeupardy" specialty is
California in Lus Angeles installed
Interature and poetry, wun $25,000 on
Beverly Hills High School, has be.
cable in all student apartments; last
the show last year.
come a favorite on college campuses
summer, by popular demand, the
Mr. Pender, at U.N.C., rarely misses
There's Always Books
service was made available in all
an episode. So engrossed some
dormitory rooms. The $11 monthly
women at Barnard College that they
At New York University, Mr. Hes.
43
fee for basic service is tacked onto
program their telephones to phone-
kind says he gave up on television
the rent.
mail when = IS on so they won't be
after "Mounlighting" went off the air.
"When 'Mounlighting' died. all of TV
"I don't necessarily equate cable
disturbed
died.' he said "II's worthless."
with academics," said William B.
Getting 10 Sesame Street
Thompson, director of housing for
Rebecca Chew, a senior at New
residence halls at U.S.C. "But today's
But if there is one program that
York University who IS majoring in
students want it, and they seem to be
defined all their childhoods, = IS "Ses-
English and America literature and
able 10 handle 11. We haven't seen a
ame Street."
preparing for law school, says she
drop in grade-point averages or a rise
Sesame Street' was my life."
spends eight hours a day studying in
in the drop-out rate."
said Anna Smith, a freshman at Co-
the library. But every Thursday be-
lumbia.
tween 9 and 10 PM Ms. Chew is on
But Professor Cittin. of the Univer.
"I still watch "Sesame Street,'
her bed in her dormitory room with
sny of California at Berkeley, says
said Matthew Beskind, a freshman at
the door closed and her TV tuned to
television may be cruding the college
New York University. "But I can't
"Beverly Hills 90210
experience in ways that can't be
watch Kermit the Frog They have a
Ms. Chew said her father would
measured. "One thing that students
new person doing his voice. and it's
never have allowed her to watch a
are giving up when they wire them.
wrung. (Jim Henson. who was the
show like "Beverly Hills" when she
selves into television IS solitude," he
voice of Kermit the Frog as well as
was growing up. "Ile controlled the
said. "They're not alone. They're al-
Ernie, died last year.)
television." she said "It was always
ways accompanied. TV IS a release
Television has been blamed for ev.
runed to Channel 13 or the news."
from having to think, to feel deeply.
It's all about yuks and easy sentimen-
crything from short attention spans
She said she found her father's
10 creating a generation of over.
programs su buring that from an car.
tabley."
weight couch potatoes. But just be-
ly age she retreated to her room to
Mark Naison, a professor of Afro-
cause they have televisions in their
read In high school, she was reading
American studies and history at
rooms - or down the hall, in the
Emile Zola and Ayn Rand For Ms.
Fordham University, was an under.
lounge - doesn't necessarily mean
Chew, college has been @ time to
graduate at Columbia 25 years ago.
that today's college students are all
disc over television as well as James
He can't remember anyone with a
numb, passive watchers. During VIS
Juyer And as far as television goes,
television in his room. "Television
its to a number of campuses across
"Heverly Hills 90210" or not, she
was about big events then." Profes.
the country, students themselves
says. she has one fuded that she was-
The New York Times
sor Naison said "We would get 10.
were critical of the medium that has
missing min h
DRUG STORE NEWS, January 22, 1990
13
Drug stores target student buying power
College towns gear marketing plans toward influential college sect
By Christine Bizzarro
C
ollege students continue to wield consider-
able buying clout in markets where they go to
classes, study for exams, cheer at football
games, make lasting friendships, and hopefully earn
Surveys track use of H&BA, fragrances
that sheepskin when it's all over.
Retailers who operate in these markets - which
are really self-contained consumer markets - are
Here are some highlights of the 1989 General
gories covered in the study, between two-thirds
making a conscious effort to cater to their needs as
Tracking Study and the annual H& BA/Cosme-
to 90 percent bought a mass brand.
students and young adults. Drug Store News spoke
tics/Fragrance Category Study, both conducted
with retailers who operate drug stores in six major
by CollegeTrack, Inc., a supplier of college mar-
Nearly half of all undergrads reported they
U.S. college markets, and found that each one has a
ket information. (CollegeTrac. conducts four na-
buy sun protection products; many also report
unique way to sell to the college student.
tional marketing and media surveys each year, in-
that they equate a tan with looking healthy and at-
CollegeTrack, a market research and consulting
terviewing 1,350 full-time undergraduates and
tractive.
firm, calculated that nationally, students at four-
150 graduate students on 30 campuses across the
year and two-year colleges possess about $41 billion
country.):
75 percent or more of undergrads report a pur-
in personal buying power, with grad students repre-
chase of toothpaste, shampoo, soap and deodorant
senting another $19 billion in average annual person-
44 percent of undergraduate women and 42
in the past month.
al buying power. (See sidebar.)
percent of undergraduate men reported they
The college market is dynamic, the report said. Only
bought a fragrance for themselves in the past
Approximately 50 percent bought conditioner,
60 percent of undergrads today attended school at the
three months; the overwhelming majority of
analgesics and razor products in the past month.
same campus last year; thus, 40 percent of students are
these purchases were class brands.
entering a new campus environment. What's more,
More than half of college women reported buy-
the campus has also changed for the 60 percent who re-
While female and male students' fragrance
ing tampons in the past month, and somewhat
turned to school: returning students are meeting, and
tastes run to class brands, college women prefer
more bought a product to help relieve menstrual
being influenced by, the broad array of new students
mass brands of cosmetics; in most cosmetics cate-
cramps.
who are living on campus for the first time.
ONSUMER TRENDS FOR BUSINESS LEADERS
AMERICAN
DEMOGRAPHICS
®
JUNE 1991
$5.00
A PUBLICATION OF DOW JONES & COMPANY INC.
COLLEGE NEWSPAPERS SCORE
HIGH-GRADE READERS
"College students are shopping from their own lists for the first time in their lives,"
campus newspaper. Those most likely to read it are women (70 percent, compared
says Stuart Himmelfarb, president of CollegeTrack Inc., a market research firm
with 57 percent of men) and freshmen (70 percent). The share of readers decreases
based in New York City. "It's much easier to get their attention when they're buying
as they go through school: only 58 percent of seniors read the paper. Students who
for the first time, and if you reach them now, you don't have to convert them later."
live on campus are also more likely to read the paper (70 percent) than those who
College newspapers reach a small, well-defined group of people at a critical
live in town (61 percent) or with their families (51 percent).
moment. More than 40 percent of college students surveyed by CollegeTrack had
Students want to stay informed about their community News about what's hap-
read all of the last five issues of the campus paper. That's why many college papers
pening on campus ranks fourth on a list of subjects provided by Roper, behind
are prospering, even as the big dailies struggle.
national and international affairs, career information and job markets, and health
Most college newspapers serve a narrowly defined market. About 2,400 college
and fitness. But relatively few students care about local sales or specials (14 per-
papers now reach 8 million U.S. students. Undergraduates at four-year colleges
cent).
control over $6 billion in discretionary spending during the school year, according to
Marketers need to be careful when advertising in a college paper. The old images
CollegeTrack.
don't work on a new generation. A majority of students are offended by the "Animal
On a cost-per-thousand basis, reaching a college newspaper reader is usually
House" stereotype of a beer-swilling, destructive fraternity party. In fact, more than
more expensive than advertising in a general-focus daily paper. But the common
half of all students (53 percent) now consider alcohol abuse to be a major problem
bonds of readers make college papers an easier sell to the advertising community,
on campus, according to Roper. This is dramatically higher than their concern
says David Knott, coordinator of operations for the Daily News at Ball State Uni-
about nonviolent and violent crime (27 and 18 percent, respectively, view these as
versity. Agencies such as CASS Communications of Evanston, Illinois, which repre-
major problems on campus), drug abuse (20 percent), and AIDS (8 percent).
sents 100 daily and 800 weekly college papers, make it easy to reach a big audience.
A few campus papers have been very successful. The Alligator has been self-
"The market is so concise that we're able to specialize. We know it better than
supporting since 1973; it recently purchased a building and a local weekly newspa-
anyone else," says Ed Barber, general manager of the Independent Florida Alli-
per that will be run as a subsidiary.
gator (circulation 31,000), which serves the University of Florida in
In the 1990s, college students will be a prime target market
Gainesville.
bird
According to a 1988 Roper
I
because they are somewhat insulated from downturns in the
the independent Narida
I
1
Lex
/
Rexes
end
general economy. "Our readership has a stable income," says
Organization survey, 64
Knott. "If times get hard, students still have money coming
percent of all college
Committee sororities, examine
from home."
-Susan Krafft
students read their
Legislature
fraternities
ups in-states
American Demographics / June 1991
53
tuition
f
CONSUMER TRENDS FOR BUSINESS LEADERS
AMERICAN
last month. There are some college stu-
products of favor. Many students have
dents who stock three different kinds of
milk crates shoved under their beds that
cereals, one for each meal. The day begins
are filled with Oreos and Chips Ahoy!
with a huge bowl of Lucky Charms and
cookies. Cool Ranch Doritos and potato
ends with a candle-light dinner of Froot
chips, Twinkies, and other tempting foods
DEMOGRAPHICS
Loops. There is also the famous "hagel
from the candy and snacks aisle at the su-
diet." Three bagels a day might not be
permarket.
very nutritious. but bagels can be con-
Exam time destroys all remaining
sumed while running for a bus. They also
shreds of dictary restraint. In an attempt
SEPTEMBER 1991
fit very nicely in the front pocket of a
to "pull all-nighters," huge quantities of
backpack.
coffee and soda are consumed. The sodas
On every college campus, there are at
of choice are either Mountain Dew, which
least a handful of restaurants and snack
contains the greatest amount of caffeine
hars that cater to the dietary habits of stu-
and sugar of any mainstream soft drink. or
dents. Pizza and subs are featured promi-
Jolt, the eye-opening soda that proudly
nently. but they often share the spotlight
claims to have twice the caffeine and all
with chicken wings, fried mozzarella
the sugar of regular Coke or Pepsi. Jolt
sticks, onion rings, french fries, and any
other grease-intensive snacks the cook can
Some college students
think of.
Food
stock three different
Far and away the most popular food is
pizza, according to the 1990 MTV Roper
kinds of cereals, one
CollegeTrack report. More than half of all
for each meal.
COLLEGE CUISINE MAKES
students say pizza is their favorite food.
MOTHER CRINGE
Second place falls to hamburgers, which
starts appearing in campus stores right
gather only 7 percent of students' votes.
around exam time, and it is often used to
In dorm rooms, where students are usu-
wash down a Vivarin or NoDoz caffeine
WHEN PARENTS SEND THEIR CHIL-
Quick and easy meals are most attrac-
ally limited to a cube-sized refrigerator to
pill.
dren off to college, they might entertain
tive to students, SO the microwave plays a
store foods, nonperishables are often the
Because of this hedonistic binging, some
the notion that their little dar-
major role
students go on crash diets after exams.
lings, having been brought up
in students'
Forty percent of all students say they
with the four basic food groups,
lives. Half
We Gather Together
tried to lose weight by dieting in the last
will continue to practice impec-
of all stu-
Few young adults bother to eat breakfast with their
year; GO percent of women and 25 percent
cable dietary habits. Little do
dents say
housemates, but most people eat supper together.
of men dieted. These diets usually are not
they know that their:children
they use a
(percent of adults in multiple-person households* who est with other household
endorsed by any medical authority, but
will skip meals, guzzle soda by
microwave
members on weekdays, by age and type of meal)
can be quite creative. There is the Slim-
the case, and subsist on a diet that would
every day, reports
90%
Fast and beer diet, the broccoli diet, the
make mother cringe.
Roper CollegeTrack,
80%
chocolate-chip cookie diet, and anything
What do college students buy with their
an annual survey of
else that sounds like it would come under
70%
food money? Since they often cannot
student behavior and
the heading "lose weight fast" in the
choke down the turkey tetrazzini or tofu
attitudes.
60%
National Enquirer.
stroganoff served in the campus dining
Cereal is another
50%
College is a time for breaking away
hall, they will turn to whatever happens to
staple in the under-
from the ideals that mom and dad pro-
be cheap and available. Pasta in all shapes
graduate kitchen.
40%
fessed. It is a time for new experiences, a
and sizes is a popular meal. It's easy,
Two-thirds of under-
30%
time to expand one's horizons. More and
cheap, filling, and versatile. When it is bur-
graduates surveyed
more, it is also a time to discover the
20%
ied in different sauces, a student can al-
by Roper College-
BREAKFAST
EVENING MEAL
therapeutic qualities of Pepto-Bismol.
most fool herself into believing that she
Track say they bought
10%
-Susannah Baker,
hasn't eaten it for five days straight.
a box of cereal in the
5
Class of 1993, Rutgers College
18-29
30-44
45-59
60 AND OLDER
Based only - adults who do must live alone.
Source: The Roper Organization, 1991
10 American Demographics / September 1991
Roper CollegeTrack
Roper CollegeTrack is the leading market research and consulting service
specializing in the college market. Roper CollegeTrack's syndicated and
custom studies provide marketers and advertisers with comprehensive
information on students' lifestyles, attitudes, purchases, media and leisure
activities. Roper CollegeTrack has been named to American Demographics
Best 100 Sources for Marketing Information for 1991, 1992 and 1993.
Roper CollegeTrack consists of six national studies per year. This service
has been reporting on the college market since 1988. Each study includes
in-person interviews with 1,350 full time undergraduate and graduate
students conducted at 100 campuses nationwide. These campuses
comprise a nationally representative sample of college students.
Roper CollegeTrack is the comprehensive and authoritative source of
marketing and media information about this active, but elusive, segment.
MEDIA-Roper CollegeTrack is the only third party source of media
data, including television (broadcast and cable); radio (general
audience and college stations); readership of general and college-
oriented publications (newspapers and magazines), and unique
college-targeted out-of-home media.
CONSUMER ACTIVITIES-Roper CollegeTrack measures students'
purchases by brand in dozens of major product categories, from soft
drinks and athletic shoes to paper towels and personal care products.
We also examine location of purchase, to capture the variety of on-
and off-campus retail locations frequented by students.
IN-DEPTH CATEGORY STUDIES-Annual studies covering important
industries, including The College Automotive Report, The College
Financial Services Report and The College Consumer Electronics and
Computers Report.
Roper CollegeTrack
CUSTOM ANALYSES AND PROPRIETARY QUESTIONS-every survey offers
subscribers opportunities for specialized analyses and proprietary
questions to address their particular information needs.
CUSTOM STUDIES-Roper CollegeTrack is a full service provider of custom
research services, with a field force and research methodologies in place
to meet the needs of marketers and advertisers.
Custom studies (national, regional or local in scope).
In-person interviewing conducted on campus, or telephone
interviewing (Roper CollegeTrack maintains a list of student
telephone numbers including campus and home numbers.)
Proprietary methodology for evaluating the impact of campus
promotions and events.
CONSULTATIVE SERVICES-Roper CollegeTrack management is available
for consultations and presentations. These can be scheduled at any point
in the college marketing development process, and have been
successfully used by clients who want to assess their potential in this
market, as well as by experienced college marketers.
Roper CollegeTrack Benefits
Easy to use
Comprehensive
Timely ⑉ six national surveys each year
Flexible - client input is welcome at all stages
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Costs: $ 10,000 for the 3 waves of the Lifestyle and Media Study
(Category studies available at additional cost).
For further information on Roper CollegeTrack, please call:
The Roper Organization, Inc.
205 East Forty-Second Street
New York, NY 10017
(212) 599-0700
TM
The Roper High School Report
Roper CollegeTrack, the leading market research service specializing in the college
market, announces the release of its first high school study, The Roper High School
Report.
The Roper High School Report is the first study of 10th-11th-12th graders designed to
be directly compatible with research among college students. As a result, in addition to
capturing the attitudes, lifestyles, purchase activities and media habits of high school
students, the report offers unique insights into the transition from the teen and high
school years into college.
The Roper High School Report is based on more than 500 in-home interviews with
a nationally representative sample of high school students. All interviews were
conducted by Roper field interviewers.
The Roper High School Report captures comprehensive information about this
active segment:
MEDIA-television (broadcast and cable, including MTV, VH-1 and "The Box");
radio; magazine readership. TV data cover time spent with television by
daypart as well as program preferences and viewing of new programs.
CONSUMER ACTIVITIES-The report explores students' brand preferences
and past week incidence of a variety of activities, ranging from shopping,
eating out and movie-going to bottled water and credit card use.
IN-DEPTH CATEGORY DATA-The report focuses on high school students'
experiences, attitudes and plans in terms of important categories, such as
cars, financial services, long distance telephone service, consumer
electronics and computers.
Costs: $10,000 ($15,000 as a package with the Roper Youth Report)
For further information on The Roper High School Report, please call:
R
The Roper Organization Inc.
205 East Forty-Second Street
New York, NY 10017
(212) 599-0700
R Roper The Organization
SUMMARY OF SYNDICATED SERVICES
ROPER REPORTS A comprehensive survey of American consumers' attitudes
and behaviors designed to track consumer trends and identify emerging
changes in buying patterns and attitudes.
ROPER REPORTS consists of 10 waves of interviewing per year, and has
been in existence since 1973. The database of more than 350,000 in-depth
personal interviews provides a strong foundation to distinguish mere "fads"
from real trends.
The Public Pulse™: a monthly newsletter that distills the key consumer trends and
industry highlights uncovered in recent Roper studies.
Roper CollegeTrack™ and Roper High School Report studies of the lifestyles,
media and marketing behaviors of today's critical youth segments -
Roper CollegeTrack measures the important influential young adult
segment and offers comparisons to the total young adult segment (18-29
year olds) from Roper Reports data.
Roper High School Report is a parallel study conducted among high
school students throughout the U.S.
Roper Youth Report™: an annual study of the youth market to identify the
changing lifestyles, attitudes and behaviors of today's 8-17 year olds.
Green Gauge Reports an in-depth research service that measures the strength
and direction of the environmental movement in the U.S. from three distinct
perspectives: consumer attitudes and behaviors, ratings of government
regulatory agencies, and perceptions of business and industry groups on
environmental good citizenship. Incorporates the benchmark Green Gauge
Segmentation that classifies consumers according to their environmental
behaviors.
RISC US™ : A strategic planning tool based on tracking social trends and their
impact on consumer behavior. RISC consulting provides marketing insights based
on models of consumer values and is useful in evaluating communications
programs as well as for developing future marketing strategies. RISC US is part of
the RISC international network (conducted in 26 countries) offering clients a
transcultural perspective on consumers in different regions around the world.
For further information about Roper syndicated or custom research services, please contact:
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The Roper Organization Inc.
205 East Forty-Second Street
New York, NY 10017
(212) 599-0700