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September 16, 2005

ASBJ explores marketing and competition among schools

How far do schools have to go to attract students? In an environment where many parents want to choose schools the way they do a new car, school districts need to offer a wide range of innovative programs and successfully market them, according to the September cover story of American School Board Journal.

ASBJ's senior editor Lawrence Hardy notes that just 20 years ago, there was a widespread belief that all public schools were essentially the same. But today, questions of quality and accountability have focused attention on the idea that public schools are different from one another.

"This realization has fostered a competitive environment that many educators say they welcome," writes Hardy. At the same time, it has put increasing pressure on school districts that have fewer resources, more indigent children, and fewer affluent students than their neighbors."

Posted September 16, 2005 9:00 AM

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