Prestigious colleges reveal the secret formula for deciding who gets in

Prestigious colleges reveal the secret formula for deciding who gets in


In this era of COVID-19, visiting a campus isn’t always possible, but universities have other ways of finding out if a student is serious about attending — like whether a student opens an email from them, and how much time is spent reading it.

Yes, how closely a student follows the college online may mean as much as test scores.

As journalist Jeffrey Selingo found while researching his new book, “Who Gets In and Why: A Year Inside College Admission” (Scribner), out Tuesday, more than 50 public and private colleges, including the University of Toledo and Colby College, use software designed to track prospective students.

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This includes everything from what they search for on a university’s website — which helps schools send them “personalized communications based on their interests” — to whether they actually open and read any of the emails sent from a college.

It’s not just a digital-age approach to targeting young people, who often ignore traditional

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