vulgar　sportsmanlike　bent　and　is　unmoved　by　any　dispassionate
  interest　in　matters　of　science　or　scholarship；　and　in　proportion；
  also；　as　his　habitual　outlook　is　that　of　the　commonplace　man　of
  affairs。　In　the　uncritical　eyes　of　the　commonplace　men　of
  affairs；　whose　experience　in　business　has　trained　them　into　a
  quasi…tropismatic　approval　of　notoriety　as　a　means　of
  advertising；　these　puerile　demonstrations　will；　of　course；　have　a
  high　value　simply　in　their　own　right。　Sentimental　chauvinism　of
  this　kind　is　a　good　and　efficient　motive　to　emulative　enterprise；
  as　far　as　it　goes；　but　even　when　backed　with　the　directorate's
  proclivity　to　businesslike　make…believe；　it　can；　after　all；
  scarcely　be　made　to　cover　the　whole　voluminous　traffic　that　must
  on　any　consistent　view　go　in　under　the　head　of　competitive
  publicity。
  III
  The　abiding　incentives　to　this　traffic　in　publicity　and
  genteel　observance　must　be　sought　elsewhere　than　in　the　boyish
  emotions　of　rivalry　and　clanish　elation　that　animates　the
  academic　staff；　or　even　in　the　histrionic　interest　which　the
  members　of　the　staff　or　the　directorate　may　have　in　the　prestige
  of　their　own　establishment。　The　staff；　indeed；　are　not　in　any
  sensible　degree　accountable　for　this　pursuit　of　prestige；　since
  they　have　but　little　discretion　in　these　matters；　in　substance；
  the　government　of　a　competitive　university　is　necessarily　of　an
  autocratic　character；　whatever　plausible　forms　of　collective
  action　and　advisement　it　may　be　found　expedient　to　observe。　The
  seat　of　discretion　is　in　the　directorate；　though　many　details　of
  administration　may　be　left　to　the　deliberations　of　the　staff；　so
  long　as　these　details　do　not　impinge　on　the　directorate's　scheme
  of　policy。　The　impulse　and　initiative　to　this　enterprise　in
  publicity；　as　well　as　the　surveillance　and　guidance　in　the
  matter；　radiates　from　this　centre；　and　it　is　here；　presumably；
  that　the　incentives　to　such　enterprise　are　immediately　felt。　The
  immediate　discretion　in　the　conduct　of　these　matters　rests　in　the
  hands　of　the　directive　academic　head；　with　the　aid　and　advice　of
  his　circle　of　personal　counsellors；　and　with　the　backing　of　the
  governing　board。
  The　incentives　that　decide　the　policy　of　publicity　and　guide
  its　execution　must　accordingly　be　such　as　will　appeal　directly　to
  the　sensibilities　of　the　academic　head　and　of　the　members　of　the
  governing　board；　and　this　applies　not　only　as　regards　the　traffic
  in　publicity　by　print　and　public　spectacles；　but　also　as　regards
  the　diversion　of　the　corporation　of　learning　to　utilitarian　ends；
  and　as　regards　the　traffic　in　conventional　observances　and
  conformity　to　popular　opinion。　What　these　incentives　may　be；　that
  so　appeal　to　the　authorities　in　discretion；　and　that　move　them　to
  divert　the　universities　from　the　pursuit　of　knowledge；　is　not
  altogether　easy　to　say；　more　particularly　it　is　not　easy　to　find
  an　explanation　that　shall　take　account　of　the　facts　and　yet
  reflect　no　discredit　on　the　intelligence　or　the　good　faith　of
  these　discretionary　authorities。
  The　motives　that　actuate　the　members　of　the　governing　boards
  are　perhaps　less　obscure　than　those　which　determine　the　conduct
  of　the　academic　executive。　The　governing　boards　are；　in　effect；
  made　up　of　businessmen；　who　do　not　habitually　look　beyond　the
  〃practical〃　interest　of　commercial　gain　and　the　commonplaces　of
  commercial　routine　and　political　bravado。　It　is　（should　be）
  otherwise　with　the　academic　management；　who　are；　by　tradition；
  presumed　to　be　animated　with　scholarly　ideals；　and　whose　avowed
  ulterior　motive　is　in　all　cases　the　single…minded　furtherance　of
  the　cause　of　learning。
  On　its　face　it　should　not　seem　probable　that　motives　of
  personal　gain；　in　the　form　of　pecuniary　or　other　material
  interest；　would　have　a　serious　part　in　the　matter。　In　all
  probability　there　is　in　no　case　a　sensible　pecuniary　gain　to　the
  university　as　such　from　its　expenditures　on　publicity；　and　there
  is　still　less　question　of　gain　in　any　other　than　the　pecuniary
  respect。　There　is　also　commonly　no　very　substantial　pecuniary
  gain　to　be　derived　from　this　business　either　by　the　academic　head
  or　by　the　members　of　the　board；　　an　exceptional　instance　to　the
  contrary　will　not　vitiate　this　general　proposition。　It　all　brings
  no　appreciable　pecuniary　return　to　them；　particularly　so　far　as
  it　is　concerned　with　the　pursuit　of　prestige；　and　apart　from
  exceptional；　and　therefore　negligible；　cases　it　admits　of　no
  appreciable　conversion　of　funds　to　private　use。　At　the　same　time
  it　seems　almost　an　affront　to　entertain　the　notion　that　these
  impassively　purposeful　men　of　affairs　are　greatly　moved　by
  personal　motives　of　vanity；　vaingloriously　seeking　renown　for
  efficiently　carrying　on　a　traffic　in　publicity　that　has　no　other
  end　than　renown　for　efficiently　carrying　it　on。　And　yet　it　will
  be　found　extremely　difficult　to　take　account　of　the　facts　and　at
  the　same　time　avoid　such　an　odiously　personal　interpretation　of
  them。
  Such；　indeed；　would　have　to　be　the　inference　drawn　by　any　one
  who　might　ingenuously　take　the　available　facts　at　their　face
  value；　　not　counting　as　facts　the　dutiful　protestations　of　the
  authorities　to　the　contrary。　But　it　should　be　kept　in　mind　that　a
  transparent　ingenuousness　is　not　characteristic　of　business
  phenomena；　within　the　university　or　without。　A　degree　of
  deviation；　or　〃diplomacy；〃　may　be　forced　on　the　academic
  management　by　the　circumstances　of　their　office；　particularly　by
  the　one…eyed　business　sense　of　their　governing　boards。　Indeed；
  admissions　to　such　an　effect　are　not　altogether　wanting。
  Rated　as　they　are；　in　the　popular　apprehension；　as　gentlemen
  and　scholars；　and　themselves　presumably　accepting　this　rating　as
  substantially　correct；　no　feature　of　the　scheme　of　management
  imposed　on　the　academic　executive　by　business　principles　should
  （presumably）　be　so　repugnant　to　their　sensibilities　and　their
  scholarly　judgment　as　this　covert　but　unremitting　pursuit　of　an
  innocuous　notoriety；　coupled　as　it　necessarily　is　with　a
  systematic　misdirection　of　the　academic　forces　to　unscholarly
  ends；　but　prudential　reasons　will　decide　that　this　must　be　their
  chief　endeavour　if　they　are　to　hold　their　own　as　a　competitive
  university。　Should　the　academic　head　allow　his　sense　of　scholarly
  fitness　and　expediency　to　hamper　this　business　of　reputable
  notoriety；　it　is；　perhaps　with　reason；　feared　that　such
  remissness　would　presently　lead　to　his　retirement　from　office；　at
  least　something　of　that　kind　seems　a　fair　inference　from　the　run
  of　the　facts。　His　place　would　then　be　supplied　by　an　incumbent
  duly　qualified　on　this　score　of　one…eyed　business　sagacity；　and
  one　who　would　know　how　to　keep　his　scholarly　impulses　in　hand。　It
  is　at　least　conceivable　that　the　apprehension　of　some　such
  contingency　may　underlie　current　university　management　at　some
  points；　and　it　may　there　fore　in　some　instances　have　given　the
  administration　of　academic　affairs　an　air　of　light…headed
  futility；　when　it　should　rather　be　credited　with　a　sagaciously
  disingenuous　yielding　to　circumstance。
  The　run　of　the　facts　as　outlined　above；　and　the　line　of
  inference　just　indicated　as　following　from　them；　reflect　no　great
  credit　on　the　manly　qualities　of　the　incumbents　of　executive
  office；　but　the　alternative；　as　also　noted　above；　is　scarcely
  preferable　even　in　that　respect；　while　it　would　be　even　less
  flattering　to　their　intellectual　powers。　Yet　there　appears　to　be
  no　avoiding　the　dilemma　so　presented。　Of　disinterested　grounds
  for　the　common　run　of　academic　policy　there　seem　to　be　only　these
  two　lines　to　choose　between：　　either　a　short…sighted　and
  headlong　conformity　to　the　vulgar　prejudice　that　does　not　look
  beyond　〃practical〃　training　and　competitive　expansion；　coupled
  with　a　boyish　craving　for　popular　display；　or　a　strategic
  compromise　with　the　elders　of　the　Philistines；　a　futile　doing　of
  evil　in　the　hope　that　some　good　may　come　of　it。
  This　latter　line　of　apology　is　admissible　only　in　those　cases
  where　the　university　corporation　is　in　an　exceptionally
  precarious　position　in　respect　of　its　endowment；　where　it　is　in
  great　need　and　has　much　to　hope　for　in　the　way　of　pecuniary　gain
  through　stooping　to　conventional　prejudices；　that　are　of　no
  scholastic　value；　but　that　are　conceived　to　bind　its　potential
  benefactors　in　a　web　of