the　community　at　large；　and　their　value　to　their　possessor　lies
  in　the　differential　advantage　which　they　give　to　one　seller　as
  against　another。　They　have；　on　the　whole；　no　aggregate　value　or
  utility。　From　the　point　of　view　of　the　common　good；　work　and
  expenditure　so　incurred　for　these　competitive　purposes　are
  bootless　waste。
  Under　compulsion　of　such　precedents；　drawn　from　the　conduct
  of　competitive　business；　publicity　and　〃goodwill〃　have　come　to
  take　a　foremost　place　in　the　solicitude　of　the　academic
  directorate。　Not　that　this　notoriety　and　prestige；　or　the　efforts
  that　go　to　their　cultivation；　conduce　in　any　appreciable　degree
  to　any　ostensible　purpose　avowed；　or　avowable；　by　any　university。
  These　things；　that　is　to　say；　rather　hinder　than　help　the　cause
  of　learning；　in　that　they　divert　attention　and　effort　from
  scholarly　workmanship　to　statistics　and　salesmanship。　All　that　is
  beyond　cavil。　The　gain　which　so　accrues　to　any　university　from
  such　an　accession　of　popular　illusions　is　a　differential　gain　in
  competition　with　rival　seats　of　learning；　not　a　gain　to　the
  republic　of　learning　or　to　the　academic　community　at　large；　and
  it　is　a　gain　in　marketable　illusions；　not　in　serviceability　for
  the　ends　of　learning　or　for　any　other　avowed　or　avowable　end
  sought　by　the　universities。　But　as　competitors　for　the　good…will
  of　the　unlettered　patrons　of　learning　the　university　directorates
  are　constrained　to　keep　this　need　of　a　reputable　notoriety
  constantly　in　mind；　however　little　it　may　all　appeal　to　their　own
  scholarly　tastes。
  It　is　in　very　large　part；　if　not　chiefly；　as　touches　the
  acquirement　of　prestige；　that　the　academic　work　and　equipment　are
  amenable　to　business　principles；　　not　overlooking　the　pervasive
  system　of　standardization　and　accountancy　that　affects　both　the
  work　and　the　equipment；　and　that　serves　other　purposes　as　well　as
  those　of　publicity；　so　that　〃business　principles〃　in　academic
  policy　comes　to　mean；　chiefly；　the　principles　of　reputable
  publicity。　It　means　this　more　frequently　and　more　consistently
  than　anything　else；　so　far　as　regards　the　academic
  administration；　as　distinguished　from　the　fiscal　management　of
  the　corporation。
  Of　course；　the　standards；　ideals；　principles　and　procedure　of
  business　traffic　enter　into　the　scheme　of　university　policy　in
  other　relations　also；　as　has　already　appeared　and　as　will　be
  shown　more　at　large　presently；　but　after　all　due　qualification　is
  had；　it　remains　true　that　this　business　of　publicity　necessarily；
  or　at　least　commonly；　accounts　for　a　disproportionately　large
  share　of　the　business　to　be　taken　care　of　in　conducting　a
  university；　as　contrasted　with　such　an　enterprise；　e。g。；　as　a
  bank；　a　steel　works；　or　a　railway　company；　on　a　capital　of　about
  the　same　volume。　This　follows　from　the　nature　of　the　case。　The
  common　run　of　business　concerns　are　occupied　with　industrial
  enterprise　of　some　kind；　and　with　transactions　in　credit；　　with
  a　running　sequence　of　bargains　from　which　the　gains　of　the
  concern　are　to　accrue；　　and　it　is　upon　these　gains　that
  attention　and　effort　centers；　and　to　which　the　management　of　the
  concern　constantly　looks。　Such　concerns　have　to　meet　their
  competitors　in　buying；　selling；　and　effecting　contracts　of　all
  kinds；　from　which　their　gains　are　to　come。　A　university；　on　the
  other　hand；　can　look　to　no　such　gains　in　the　work　which　is　its
  sole　ostensible　interest　and　occupation；　and　the　pecuniary
  transactions　and　arrangements　which　it　enters　into　on　the　basis
  of　its　accumulated　prestige　are　a　relatively　very　trivial　matter。
  There　is；　in　short；　no　appreciable　pecuniary　gain　to　be　looked
  for　from　any　traffic　resting　on　the　acquired　prestige；　and
  therefore　there　is　no　relation　of　equivalence　or　discrepancy
  between　any　outlay　incurred　in　this　behalf　and　the　volume　of
  gainful　business　to　be　transacted　on　the　strength　of　it；　with　the
  result　that　the　academic　directorate　applies　itself　to　this
  pursuit　without　arri鑢e　pens閑。　So　far　as　the　acquired　prestige
  is　designed　to　serve　a　pecuniary　end　it　can　only　be　useful　in　the
  way　of　impressing　potential　donors；　a　highly　speculative　line　of
  enterprise；　offering　a　suggestive　parallel　to　the　drawings　of　a
  lottery。
  Outlay　for　the　purpose　of　publicity　is　not　confined　to　the
  employment　of　field…agents　and　the　circulation　of　creditable
  gossip　and　reassuring　printed　matter。　The　greater　share　of　it
  comes　in　as　incidental　to　the　installation　of　plant　and　equipment
  and　the　routine　of　academic　life　and　ceremony。　As　regards　the
  material　equipment；　the　demands　of　a　creditable　appearance　are
  pervading　and　rigorous；　and　their　consequences　in　the　way　of
  elaborate　and　premeditated　incidentals　are；　perhaps；　here　seen　at
  their　best。　To　the　laity　a　〃university〃　has　come　to　mean；　in　the
  first　place　and　indispensably；　an　aggregation　of　buildings　and
  other　improved　real…estate。　This　material　equipment　strikes　the
  lay　attention　directly　and　convincingly；　while　the　pursuit　of
  learning　is　a　relatively　obscure　matter；　the　motions　of　which　can
  not　well　be　followed　by　the　unlettered；　even　with　the　help　of　the
  newspapers　and　the　circular　literature　that　issues　from　the
  university's　publicity　bureau。　The　academic　work　is；　after　all；
  unseen；　and　it　stays　in　the　background。　Current　expenditure　for
  the　prosecution　of　this　work；　therefore；　offers　the　enterprise　in
  advertisement　a　less　advantageous　field　for　the　convincing　use　of
  funds　than　the　material　equipment；　especially　the　larger　items；
  laboratory　and　library　buildings；　assembly　halls；　curious
  museum　exhibits；　grounds　for　athletic　contests；　and　the　like。
  There　is　consequently　a　steady　drift　of　provocation　towards
  expenditure　on　conspicuous　extensions　of　the　〃plant；〃　and　a
  correlative　constant　temptation　to　parsimony　in　the　more　obscure
  matter　of　necessary　supplies　and　service；　and　similar
  running…expenses　without　which　the　plant　can　not　effectually　be
  turned　to　account　for　its　ostensible　use；　with　the　result；　not
  infrequently；　that　the　usefulness　of　an　imposing　plant　is
  seriously　impaired　for　want　of　what　may　be　called　〃working
  capital。〃（1*）
  Indeed；　instances　might　be　cited　where　funds　that　were　much
  needed　to　help　out　in　meeting　running　expenses　have　been　turned
  to　use　for　conspicuous　extensions　of　the　plant　in　the　way　of
  buildings；　in　excess　not　only　of　what　was　needed　for　their
  alleged　purpose　but　in　excess　of　what　could　conveniently　be　made
  use　of。　More　particularly　is　there　a　marked　proclivity　to　extend
  the　plant　and　the　school　organization　into　new　fields　of
  scholastic　enterprise；　often　irrelevant　or　quite　foreign　to　the
  province　of　the　university　as　a　seminary　of　learning；　and　to　push
  these　alien　ramifications；　to　the　neglect　of　the　urgent　needs　of
  the　academic　work　already　in　hand；　in　the　way　of　equipment；
  maintenance；　supplies；　service　and　instruction。
  The　running…expenses　are　always　the　most　urgent　items　of　the
  budget；　as　seen　from　the　standpoint　of　the　academic　work；　and
  they　are　ordinarily　the　item　that　is　most　parsimoniously　provided
  for。　A　scanty　provision　at　this　point　unequivocally　means　a
  disproportionate　curtailment　of　the　usefulness　of　the　equipment
  as　well　as　of　the　personnel；　　as；　e。g。；　the　extremely　common
  and　extremely　unfortunate　practice　of　keeping　the　allowance　for
  maintenance　and　service　in　the　university　libraries　so　low　as
  seriously　to　impair　their　serviceability。　But　the　exigencies　of
  prestige　will　easily　make　it　seem　more　to　the　point；　in　the　eyes
  of　a　businesslike　executive；　to　project　a　new　extension　of　the
  plant；　which　will　then　be　half…employed；　on　a　scanty　allowance；
  in　work　which　lies　on　the　outer　fringe　or　beyond　the　university's
  legitimate　province。（2*）
  In　so　discriminating　against　the　working　capacity　of　the
  university；　and　in　favour　of　its　real…estate；　this　pursuit　of
  reputable　publicity　further　decides　that　the　exterior　of　the
  buildings　and　the　grounds　should　have　the　first　and　largest
  attention。　It　is　true；　the　initial　purpose　of　this　material
  equipment；　it　is　ostensibly　believed；　is　to　serve　as　housing　and
  appliances　for　the　work　of　inquiry　and　instruction。　Such；　of
  course；　continues　to　be　avowed　its　main　purpose；　in　a
  perfunctorily　ostensible　way。　This　means　a　provision　of
  libraries；　laboratories；　and　lecture　rooms。　The　last　of　these　is
  the　least　exacting；　and　it　is　the　one　most　commonly　well