Washington Post, Search Marketing, and College Ad Revenue

Did you by chance think the Washington Post was just the name of a newspaper?

Major newspapers don’t survive today by selling papers, subscriptions to papers, and advertising in newspapers. The Washington Post Company has been diversifying for years and holdings now include the college test-prep business of Kaplan, Inc.

And so it isn’t a surprise that the Post has now bought a search marketing firm used by a plethora of colleges and universities to find adult students for masters and bachelors programs. The announcement in the Washington Business Journal at http://www.bizjournals.com/washington/stories/2007/10/08/daily35.html reports that advertising in the education sector was a bright spot. Education-related advertising increased 23 percent in the 2nd quarter of this year.

The new acquisition was founded in 2004 and will continue to operate under its Course Advisor name at http://www.courseadvisor.com/

When you visit, be sure to notice the client mix that ranges from University of Phoenix and Capella University to University of Massachusetts-Amherst, Boston University, and numerous trade schools.

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