academic　staff；　whose　unbusinesslike　scholarly　proclivities　and
  inability　to　keep　the　miner's…inch　of　scholastic　credit　always　in
  mind；　must　in　some　measure　always　defeat　the　perfect　working　of
  standardization　and　accountancy。
  As　might　be　expected；　this　r間ime　of　graduated　sterility　has
  already　made　fair　headway　in　the　undergraduate　work；　especially
  in　the　larger　undergraduate　schools；　and　this　in　spite　of　any
  efforts　On　the　part　of　the　administration　to　hedge　against　such
  an　outcome　by　recourse　to　an　intricate　system　of　electives　and　a
  wide　diversification　of　the　standard　units　of　erudition　so
  offered。
  In　the　graduate　work　the　like　effect　is　only　less　visible；
  because　the　measures　leading　to　it　have　come　into　bearing　more
  recently；　and　hitherto　less　unreservedly。　But　the　like　results
  should　follow　here　also；　just　so　fast　and　so　far　as　the　same
  range　of　business　principles　come　to　be　worked　into　the　texture
  of　the　university　organization　in　the　same　efficacious　manner　as
  they　have　already　taken　effect　in　the　public　schools。　And；　pushed
  on　as　it　is　by　the　progressive　substitution　of　men　imbued　with
  the　tastes　and　habits　of　practical　affairs；　in　the　place　of
  unpractical　scholarly　ideals；　the　movement　toward　a　perfunctory
  routine　of　mediocrity　should　logically　be　expected　to　go　forward
  at　a　progressively　accelerated　rate。　The　visible　drift　of　things
  in　this　respect　in　the　academic　pursuit　of　the　social　sciences；
  so…called；　is　an　argument　as　to　what　may　be　hoped　for　in　the
  domain　of　academic　science　at　large。　It　is　only　that　the
  executive　is　actuated　by　a　sharper　solicitude　to　keep　the
  academic　establishment　blameless　of　anything　like　innovation　or
  iconoclasm　at　this　point；　which　reinforces　the　drift　toward　a
  mechanistic　routine　and　a　curtailment　of　inquiry　in　this　field；
  it　is　not　that　these　sciences　that　deal　with　the　phenomena　of
  human　life　lend　themselves　more　readily　to　mechanical　description
  and　enumeration　than　the　material　sciences　do；　nor　is　their
  subject　matter　intrinsically　more　inert　or　less　provocative　of
  questions。
  II
  Throughout　the　above　summary　review；　as　also　through　the
  foregoing　inquiry；　the　argument　continually　returns　to　or　turns
  about　two　main　interests；　　notoriety　and　the　academic
  executive。　These　two　might　be　called　the　two　foci　about　which
  swings　the　orbit　of　the　university　world。　These　conjugate　foci
  lie　on　a　reasonably　short　axis；　indeed；　they　tend　to　coincide；　so
  that　the　orbit　comes　near　the　perfection　of　a　circle；　having
  virtually　but　a　single　centre；　which　may　perhaps　indifferently　be
  spoken　of　as　the　university's　president　or　as　its　renown；
  according　as　one　may　incline　to　conceive　these　matters　in　terms
  of　tangible　fact　or　of　intangible。
  The　system　of　standardization　and　accountancy　has　this　renown
  or　prestige　as　its　chief　ulterior　purpose；　　the　prestige　of　the
  university　or　of　its　president；　which　largely　comes　to　the　same
  net　result。　Particularly　will　this　be　true　in　so　far　as　this
  organization　is　designed　to　serve　competitive　ends；　which　are；　in
  academic　affairs；　chiefly　the　ends　of　notoriety；　prestige；
  advertising　in　all　its　branches　and　bearings。　It　is　through
  increased　creditable　notoriety　that　the　universities　seek　their
  competitive　ends；　and　it　is　on　such　increase　of　notoriety；
  accordingly；　that　the　competitive　endeavours　of　a　businesslike
  management　are　chiefly　spent。　It　is　in　and　through　such　accession
  of　renown；　therefore；　that　the　chief　and　most　tangible　gains　due
  to　the　injection　of　competitive　business　principles　in　the
  academic　policy　should　appear。
  Of　course；　this　renown；　as　such；　has　no　substantial　value　to
  the　corporation　of　learning；　nor；　indeed；　to　any　one　but　the
  university　executive　by　whose　management　it　is　achieved。　Taken
  simply　in　its　first　incidence；　as　prestige　or　notoriety；　it
  conduces　in　no　degree　to　the　pursuit　of　knowledge；　but　in　its
  ulterior　consequences；　it　appears　currently　to　be　believed；　at
  least　ostensibly；　that　such　notoriety　must　greatly　enhance　the
  powers　of　the　corporation　of　learning。　These　ulterior
  consequences　are　（believed　to　be）；　a　growth　in　the　material
  resources　and　the　volume　of　traffic。
  Such　good　effects　as　may　follow　from　a　sedulous　attention　to
  creditable　publicity；　therefore；　are　the　chief　gains　to　be　set
  off　against　the　mischief　incident　to　〃scientific　management〃　in
  academic　affairs。　Hence　any　line　of　inquiry　into　the　business
  management　of　the　universities　continually　leads　back　to　the
  cares　of　publicity；　with　what　might　to　an　outsider　seem　undue
  insistence。　The　reason　is　that　the　businesslike　management　and
  arrangements　in　question　are　habitually　　and　primarily　required
  either　to　serve　the　ends　of　this　competitive　campaign　of
  publicity　or　to　conform　to　its　schedule　of　expediency。　The　felt
  need　of　notoriety　and　prestige　has　a　main　share　in　shaping　the
  work　and　bearing　of　the　university　at　every　point。　Whatever　will
  not　serve　this　end　of　prestige　has　no　secure　footing　in　current
  university　policy。　The　margin　of　tolerance　on　this　head　is　quite
  narrow；　and　it　is　apparently　growing　incontinently　narrower。
  So　far　as　any　university　administration　can；　with　the
  requisite　dignity；　permit　itself　to　avow　a　pursuit　of　notoriety；
  the　gain　that　is　avowedly　sought　by　its　means　is　an　increase　of
  funds；　　more　or　less　ingenuously　spoken　of　as　an　increase　of
  equipment。　An　increased　enrolment　of　students　will　be　no　less
  eagerly　sought　after；　but　the　received　canons　of　academic　decency
  require　this　object　to　be　kept　even　more　discreetly　masked　than
  the　quest　of　funds。
  The　duties　of　publicity　are　large　and　arduous；　and　the
  expenditures　incurred　in　this　behalf　are　similarly　considerable。
  So　that　it　is　not　unusual　to　find　a　Publicity　Bureau　　often
  apologetically　masquerading　under　a　less　tell…tale　name
  incorporated　in　the　university　organization　to　further　this
  enterprise　in　reputable　notoriety。　Not　only　must　a　creditable
  publicity　be　provided　for；　as　one　of　the　running　cares　of　the
  administration；　but　every　feature　of　academic　life；　and　of　the
  life　of　all　members　of　the　academic　staff；　must　unremittingly
  （though　of　course　unavowedly）　be　held　under　surveillance　at　every
  turn；　with　a　view　to　furthering　whatever　may　yield　a　reputable
  notoriety；　and　to　correcting　or　eliminating　whatever　may　be
  conceived　to　have　a　doubtful　or　untoward　bearing　in　this　respect。
  This　surveillance　of　appearances；　and　of　the　means　of
  propagating　appearances；　is　perhaps　the　most　exacting　detail　of
  duty　incumbent　on　an　enterprising　executive。　Without　such　a
  painstaking　cultivation　of　a　reputable　notoriety；　it　is　believed；
  a　due　share　of　funds　could　not　be　procured　by　any　university　for
  the　prosecution　of　its　work　as　a　seminary　of　the　higher　learning。
  Its　more　alert　and　unabashed　rivals；　it　is　presumed；　would　in
  that　case　be　able　to　divert　the　flow　of　loose　funds　to　their　own
  use；　and　would　so　outstrip　their　dilatory　competitor　in　the　race
  for　size　and　popular　acclaim；　and　therefore；　it　is　sought　to　be
  believed；　in　scientific　and　scholarly　application。
  In　the　absence　of　all　reflection　　not　an　uncommon　frame　of
  mind　in　this　connection　　one　might　be　tempted　to　think　that　all
  this　academic　enterprise　of　notoriety　and　conciliation　should　add
  something　appreciable　to　the　aggregate　of　funds　placed　at　the
  disposal　of　the　universities；　and　that　each　of　these　competitive
  advertising　concerns　should　so　gain　something　appreciable；
  without　thereby　cutting　into　the　supply　of　funds　available　for
  the　rest。　But　such　is　probably　not　the　outcome；　to　any
  appreciable　extent；　assuredly　not　apart　from　the　case　of　the
  state　universities　that　are　dependent　on　the　favour　of　local
  politicians；　and　perhaps　apart　from　gifts　for　conspicuous
  buildings。
  With　whatever　（slight）　reservation　may　be　due；　publicity　in
  university　management　is　of　substantially　the　same　nature　and
  effect　as　advertising　in　other　competitive　business；　and　with
  such　reservation　as　may　be　called　for　in　the　case　of　other
  advertising；　it　is　an　engine　of　competition；　and　has　no　aggregate
  effect。　As　is　true　of　competitive　gains　in　business　at　large；　so
  also　these　differential　gains　of　the　several　university
  corporations　can　not　be　added　together　to　make　an　aggregate。　They
  are　differential　gains　in　the　main；　of　the　same　natur