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scholarship and publicity。 But in any case it is quite safe to
presume that to the cause of learning at large； and therefore to
the community in respect of its interest in the advancement of
learning； no appreciable net gain accrues from this competitive
publicity of the seats of learning。
In some slight； or doubtful； degree this competitive
publicity； including academic pageants； genteel solemnities； and
the like； may conceivably augment the gross aggregate means
placed at the disposal of the universities； by persuasively
keeping the well…meaning men of wealth constantly in mind of the
university's need of additional funds； as well as of the fact
that such gifts will not be allowed to escape due public notice。
But the aggregate increase of funds due to these endeavours is
doubtless not large enough to offset the aggregate expenditure on
notoriety。 Taken as a whole； and counting in all the wide…ranging
expenditure entailed by this enterprise in notoriety and the
maintenance of academic prestige； university publicity doubtless
costs appreciably more than it brings。 So far as it succeeds in
its purpose； its chief effect is to divert the flow of funds from
one to another of the rival establishments。 In the aggregate this
expedient for procuring means for the advancement of learning
doubtless results in an appreciable net loss。
The net loss； indeed； is always much more considerable than
would be indicated by any statistical showing； for this academic
enterprise involves an extensive and almost wholly wasteful
duplication of equipment； personnel and output of instruction； as
between the rival seats of learning； at the same time that it
also involves an excessively parsimonious provision for actual
scholastic work； as contrasted with publicity； so also it
involves the overloading of each rival corps of instructors with
a heterogeneous schedule of courses； beyond what would conduce to
their best efficiency as teachers。 This competitive parcelment；
duplication and surreptitious thrift； due to a businesslike
rivalry between the several schools； is perhaps the gravest
drawback to the American university situation。
It should be added that no aggregate gain for scholarship
comes of diverting any given student from one school to another
duplicate establishment by specious offers of a differential
advantage； particularly when； as frequently happens； the
differential inducement takes the form of the extra…scholastic
amenities spoken of in an earlier chapter； or the greater alleged
prestige of one school as against another； or； as also happens； a
surreptitiously greater facility for achieving a given academic
degree。
In all its multifarious ways and means； university
advertising carried beyond the modicum that would serve a due
〃publicity of accounts〃 as regards the work to be done；
accomplishes no useful aggregate result。 And； as is true of
advertising in other competitive business； current university
publicity is not an effective means of spreading reliable
information； nor is it designed for that end。 Here as elsewhere；
to meet the requirements of competitive enterprise； advertising
must somewhat exceed the point of maximum veracity。
In no field of human endeavour is competitive notoriety and a
painstaking conformity to extraneous standards of living and of
conduct so gratuitous a burden； since learning is in no degree a
competitive enterprise； and all mandatory observance of the
conventions pecuniary or other is necessarily a drag on the
pursuit of knowledge。 In ordinary competitive business； as； e。g。；
merchandising； advertisement is a means of competitive selling；
and is justified by the increased profits that come to the
successful advertiser from the increased traffic； and on the like
grounds a painstaking conformity to conventional usage； in
appearances and expenditure； is there wisely cultivated with the
same end in view。 In the affairs of science and scholarship；
simply as such and apart from the personal ambitions of the
university's executive； there is nothing that corresponds to this
increased traffic or these competitive profits；（3*） nor will
the discretionary officials avow that such increased traffic is
the purpose of academic publicity。 Indeed； an increased enrolment
of students yields no increased net income； nor is the
corporation of learning engaged （avowedly； at least） in an
enterprise that looks to a net income。 At the same time； such
increased enrolment as comes of this competitive salesmanship
among the universities is made up almost wholly of wasters；
accessions from the genteel and sporting classes； who seek the
university as a means of respectability and dissipation； and who
serve the advancement of the higher learning only as fire； flood
and pestilence serve the needs of the husbandman。
Competitive publicity； therefore； and its maid…servant
conventional observance； would appear in all this order of things
to have no serious motive； or at least none that can freely be
avowed； as witness the unwillingness of any university
administration formally to avow that it seeks publicity or
expends the corporate funds in competitive advertising。 So that
on its face this whole academic traffic in publicity and genteel
conventionalities appears to be little else than a boyish
imitation of the ways and means employed； with shrewd purpose； in
business enterprise that has no analog with the pursuit of
knowledge。 But the aggregate yearly expenditure of the
universities on this competitive academic publicity runs well up
into the millions； and it involves also an extensive diversion of
the energies of the general body of academic men to these
purposes of creditable notoriety； and such an expenditure of
means and activities is not lightly to be dismissed as an
unadvised play of businesslike fancy on the part of the
university authorities。
Unquestionably； an unreflecting imitation of methods that
have been found good in retail merchandising counts for something
in the case； perhaps for much； for the academic executives under
whose surveillance this singularly futile traffic is carried on
are commonly men of commonplace intelligence and aspiration；
bound by the commonplace habits of workday intercourse in a
business community。 The histrionic afflatus is also by no means
wanting in current university management； and when coupled with
commonplace ideals in the dramatic art its outcome will
necessarily be a tawdry； spectacular pageantry and a straining
after showy magnitud