<p>^</p>
<p>Obviously, HYPSM DO market themselves, and quite a bit. Perhaps not to the same level as UChicago, of course; but then again, YPM don’t get as many applications either.</p>
<p>UChicago DOES have consistent national recognition; it’s just not in a spot where 18-year-olds are going to see it. Anyone who picks up an issue of The Economist or the Wall Street Journal is, of course, going to see a lot about UChicago. But these are not publications that many 17- and 18-year-olds read, even the most intelligent ones.</p>
<p>That’s why it’s so important to market UChicago directly to high schoolers and their guidance counselors. Otherwise, Chicago is going to miss an important demographic and have a relatively unsuccessful College (as we’ve seen in the past). As Cue7 said, UChicago has the quality to compete with the best of the best; that quality just isn’t apparent to the world of teenagers. Great marketing fills this gap, and gives teenagers (who wouldn’t normally hear about the University until they reach their 20s) a chance to apply to and attend one of the world’s greatest universities. Frankly, there’s nothing wrong with that.</p>