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Higher education is lowered to Number 25 as tuition, aid ($54 billion, +6 percent) and development ($26 billion, +5 percent) falter. Fundraising and alumni-giving campaigns should be New Year print-intensive imperatives in academia, but most institutions will cut back an average of 12 percent. Alternative higher education ($13 billion, +18 percent), consisting of proprietary, for-profit schools, is out-marketing traditional colleges and universities with more than $1 billion in FSIs, broadcast, outdoor and transit advertising.
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