In both Canada and the US, PSE institutions are starting to aggressively recruit from areas that were once respected as the territory of a local institution. In the US , schools are spending 50% more on marketing and communication than they were 7 years ago, according to a VP from the Council of Advancement and Support in Education. For some schools, public advertising is a new development, while others have moved beyond general publicity to targeting specific "kinds" of students that fit their model, with customized print publications and new media strategies like text messaging and MySpace. The Akron Beacon Journal
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