Now here’s something you don’t see every day, an advertorial or infomercial, if you will, in The Chronicle of Higher Education (CHE), the weekly “bible” of US higher education. Here’s the deal: IDP, in this case, pays a lot of money ($11k) to place an article about how great it is for colleges and universities to work with education agents as a key part of their international student recruitment strategy. This benefits CHE’s bottom line and IDP pushes its message out to anyone who’s anyone in US higher education and beyond.
When I first saw the headline and the article, my first reaction was “Wow!”, until I saw this caveat in small print a split second later: Paid for and created by IDP. This issue and IDP acquire a patina of honor, credibility, and respect by publishing this piece of paid advertising in an august publication, while the latter gets a wire transfer, obviously the short end of a stick that measures important intangibles in life.
Memo to CHE: In the future, increase the font size of the disclaimer and put it in bold red.