<p>As I see it, Chicago will continue to rise upward (though when we’re already in the top 10, this ascension won’t be so quick or immediately noticeable). Chicago is taking steps to make itself more well known while preserving its already-stellar academic reputation. The mailings aren’t changing the school; if the mailings are working, they should say “hey, we’re the University of Chicago, and we’re a good school, and we’ve always been here. This is who we are. Maybe you’ll love us.” The heightened advertising will lead (and has already been shown to lead) more students to apply, which will lower the acceptance rate and increase the quality of the student, which will in turn heighten alumni giving, which will then heighten financial and academic resources. Chicago will jump up at least a few more places with this cycle, hopefully settling in at a comfy 6 or 5.</p>