So, a couple weeks ago I spoke at a conference in Baltimore. Aside from it not being at all what I was told (i.e. I was told I was speaking to a larger group and learned otherwise once I’m already there wearing my monkey suit), it seemed like an awful lot of those higher ed web types. Now, if you haven’t met many of them, you’re lucky. There certainly are some that are doing new things, but for the most part I sort of imagine most of them being people that either aren’t capable, or have just never worked in the “real world.”

I didn’t listen to anyone else speak, but I was reading about some of the topics over here. Lots of boring stuff, more boring stuff and then this sticks out:

“This is the first year Furman is spending more on web than print”

First, let’s take a look at Furman. Mmhmm, not a great site. Perhaps their admissions site is better. Doh, not so much. So, hmm. They are spending more on web than print and their web stuff looks and functions poorly… not good.

Now, aside from badmouthing Furman this raises an interesting question for me. If anyone asked me if we here at Eckerd should be spending more on web than print I would laugh, then sigh… then sip my water… then say no. (Also, if this is the first time you have looked at Eckerd: yes I work there, yes our site sucks, yes we’re working on it.) I just can’t see the web replacing the time-honored tradition of print materials being fundamental to the college selection process, not to mention the fact that various audiences play roles in those decisions (parents aren’t as likely as kids to want to review a course catalog online). I certainly feel like not enough is spent on the web in higher ed (my budget is exactly $0), but if you are shifting your resources primarily to the web I think you’re going to be in trouble.

One of the main reasons I would argue in favor of print is that the web is so fleeting and cheap and gimicky. When you are choosing a college you had better not be doing so because their flash movie had cool music. You should be looking over well designed, superbly printed materials that make you feel proud, and mature and confident in the institution. I have never felt the web can do that. The web can make you look legit if you are a freelance designer, but if you are an institution of higher ed you have much larger responsibilities than a pretty site.