July 8, 2005

Colleges Challenge Web-Advertising Practices of Big For-Profit Institutions

By DAN CARNEVALE

If you had typed "Grantham University" into Yahoo's search engine last week, what would have appeared at the top of the page, above the actual search results, was not a link to Grantham's Web site but an ad for the University of Phoenix -- a "sponsored result," in search-company parlance. Sponsored links to other companies offering online-degree programs also appeared to the right.

Not surprisingly, administrators at Grantham -- a small, for-profit institution in Slidell, La.

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